Dan Pasky

Creative Lead

Highly adaptable and passionate Creative with a knack for taking charge of diverse projects. Equally comfortable collaborating in teams or working independently, with a deep understanding of brand mechanics. Proficient in digital, print, studio and video direction, adept at managing multiple brands simultaneously. Known for championing projects and embracing challenges. Excited to contribute creativity and drive to your team

dmpasky@gmail.com

Pivotal points in my career:

Tribe Media: Targeting the LGBT/DINK Market
Tribe Media faced the challenge of repositioning Fortune 50 brands to resonate with a niche yet influential demographic: the LGBT/DINK (Dual Income, No Kids) market. The task was to maintain the integrity of well-established brands while crafting messaging that felt specifically tailored to this audience. By carefully blending inclusivity with authenticity, we created campaigns that spoke to the unique lifestyle and values of this market. The results were compelling—our work resonated strongly with the target audience, proving that thoughtful, targeted branding can make a meaningful connection with diverse demographics.

Alementary: The Science of Craft Beer
When I was brought onto the Alementary branding project, I was a fish out of water—literally, I knew nothing about craft beer. But that was exactly why I was the perfect fit. The owners, both scientists, wanted to create a brand that represented their innovative approach to brewing—something missing in the industry at the time. Together, we conceptualized Alementary, a name that embodies both the craft and the science behind the beer. To make their vision tangible, we designed a logo and an iconic “A” nestled inside an atom, symbolizing their scientific backgrounds and their unique perspective on brewing. This approach laid a solid foundation for a brand identity that could grow with them and stand the test of time.

Scott Kay: Redefining the Jewelry Narrative
At Scott Kay, I was tasked with addressing a critical issue: Scott felt that we were selling diamonds, but not the true essence of his brand—the settings. Taking that feedback to heart, I worked with our photographers to completely shift the perspective on how we shot his pieces. By lowering the camera angles and treating each ring as a work of architectural design, we transformed the way his jewelry was perceived. This approach was so impactful that other brands began adopting similar strategies within six months. Additionally, I was responsible for building Scott’s photo studio and helping to launch Scott Kay Sterling, further cementing his status as the “King of Platinum.” Through strategic branding, we amplified his reputation and elevated the entire brand experience.

Pivotal points in my career at Macy’s:

Alfani Revival: From Dormancy to Distinction
When Alfani was facing stagnation and lacking any significant advertising budget, I saw an opportunity to redefine its narrative. Inspired by the rise of Net-A-Porter’s digital magazine "Porter," myself and my favorite copywriter teamed up to conceptualized a campaign showing how Alfani could transition seamlessly from the office to an evening out. We pitched this to the head of marketing with the bold challenge: “Show me.” And we did. This initiative not only secured the funding to produce lookbooks, but it also sparked a revitalization of the brand. Over the next few years, it became a standout in the portfolio, driving both awareness and sales.

Maison Jules: Parisian Chic Meets Effortless Style
For Maison Jules, our goal was to capture the essence of Parisian street style: effortlessly cool, with a blend of flirty and casual sophistication. Collaborating with creatives like Garance Doré and Jeanne Damas, we tapped into their iconic "it-girl" persona, blending inspiration from Parisian culture and their personal creative processes. We introduced the brand through a visual narrative that felt as if our customer was curating her own personal style notes from the city. This collaboration shaped the brand’s identity and set a new tone for aspirational, yet accessible, fashion.

Jenni: Repositioning for a New Generation
When Jenni sought to connect with a younger, college-aged customer, we seized an opportunity to rebrand its identity. The playful bunny mascot was reimagined into a cultural moment with the campaign line "That's So Bunny.” This marked a departure from Jenni’s previous older demographic. By centering a more casual, relaxed lifestyle of loungewear on college-aged models, we broke through to a younger market and transformed Jenni into a go-to brand for youthful, comfortable style.

HER Mailer: Crafting Plus-Size Inclusivity
One of my proudest moments at MMG was working solo on the HER Mailer, a project no one else was willing to take on. The challenge: represent Macy's diverse plus-size offerings under one cohesive editorial umbrella. This was a chance to ensure consistent brand storytelling across multiple labels while embracing the inclusivity Macy’s needed. The result was a striking and effective piece that resonated with a wider audience and established a more inclusive and progressive vision for the company.

INC x Iris Apfel: From Emoji to Icon
The Iris Apfel collaboration was an unexpected stroke of creativity. While brainstorming with our PR agency, I doodled a thumbnail of Iris and suggested we incorporate emojis into the campaign. The idea was met with skepticism from Iris herself, who wondered, “What’s an emoji?” But we pushed ahead, and the result was a series of playful, branded emojis that became an integral part of the campaign’s success. Hot pink as the defining color and the use of these emojis across all channels helped establish a connection with a younger, digitally-savvy audience. This was a perfect example of blending traditional design sensibilities with modern-day pop culture.

INC x Anna Sui: Crafting a Rockabilly Dream
In the Anna Sui campaign for INC, our team drew inspiration from the rockabilly-inspired flair that Anna is known for. Every decision—from campaign design to hang tags—was influenced by her distinct aesthetic: playful, flirty, and bold. While working closely with the team, I had the opportunity to participate in a meeting where Anna shared her vision for the collection. This collaboration allowed us to channel her creative energy into a campaign that stayed true to both Anna's unique style and INC's signature identity. The results were captivating, blending high-quality craftsmanship with a distinctive brand narrative.

Reimagining Jewelry Photography: Elevating the Everyday
Always looking for where I can have the most impact, I saw how jewelry and watches were being photographed and recognized an opportunity to elevate the approach. Drawing from my experience, I made it my mission to present these pieces in a more aspirational, cherished light. By utilizing neutral backgrounds and minimizing props, I showcased the jewelry in a way that felt more dynamic yet approachable. My reimagined approach, with lower camera angles and less visual clutter, changed the way Macy’s photographs fine jewelry and watches. This subtle yet impactful shift helps create a stronger emotional connection between customers and the pieces, giving both the jewelry and watches a distinct personality and allowing their craftsmanship to truly shine.