It was a privilege to work on GM's iconic nameplate. While servicing the brand, I had the opportunity to design several high-profile marketing and strategic launches.

The first was the Cadillac Le Mans Sponsor Kit, given to potential corporate sponsors to help fund the Cadillac Le Mans race team. I then went on to create a monthly dealer newsletter called Wreath & Crest. The newsletter informed and educated the dealership sales staff on product innovation and current events that surrounded the brand.

The most exciting project for Cadillac was the launch of its first SUV, the SRX. The SRX dealer/consumer catalog was designed using vellums to highlight the luxury nature of the innovations and technologies that were integrated into the SRX design. The book’s concept of "Fire & Ice" was shot in Iceland under my direction, and paired key vehicle features to strategic locations in Iceland. The catalog won a gold Mobius Award for excellence in the creation of brochures.

With the success of the SRX book, I went on to design and execute the new STS book. The concept was clean and premium. The book’s elegant construction began with a soft touch cover design, an industry first for an American car company. Another successful component of the books makeup was the use of minimalist spreads. Each of the books pages romanced the technologies, sheet metal, and innovative engineering of the Cadillac STS.

The idea of elegant design and pristine execution were translated throughout each and every Cadillac consumer touch point including collateral, point of sale, and branded accessories.