A.MEN™Currently Designing at AppleAbout MeProject Index







Ash is a Graphic Designer
and Art Director.
Born & raised in NY,
based in Los Angeles.











I’ve have the pleasure of working
on global campaigns, commercials,
brand identities, digital products
and experiences for some of the
world’s most love brands, in
collboration with some of the 
world’s most awesome people. 






If you’d like to work together or
just have a chat, feel free to email me. 


In Progress

SBLXHTS Design Identity for Bad Bunny 🇵🇷
Feburary 2026

For Super Bowl LX, Apple Music created a halftime show identity that matched the cultural impact of Bad Bunny as the first Puerto Rican solo headliner. Instead of following traditional brand rules, the system was rooted in Puerto Rican vernacular culture.



Inspired by hand-painted bodega signage,
street posters, and murals, the identity embraced imperfection, humanity, and raw expression. Typography became the core, reflecting the character and irregularity of colmado (original corner stores in Puerto Rico) lettering.



The system came to life through sound-reactive motion, expanding and contracting with rhythm, while vibrant color
and hand-drawn illustration captured the warmth, energy, and spirit of the island bringing Puerto Rican culture to Apple Music’s biggest stage.
Photographer: Stillz
Production Vendors:
Buck, Framestore, Company 3

Illustrations:
Gautier Fage
Brand New School


Apple Music Team

GCDs:
Chris Trumbull
Naz A
Sean Murphy


Creative Team:
Siavosh Zabeti
JC Abbruzzi
Scott McDaniel
Carlos Estrada
Ash Mendez
Serge K.
Ruth Bellotti
Alex Romans


Design Team:
Ash Mendez
Serge K.
Patty Toner
Jason Hogg
Chi Hong
Goran Krstic
Shawn McFadden

Awards

TBD

18

SBLX Announcement for Bad Bunny
September 2025

In the fourth year of Apple Music’s NFL partnership, Bad Bunny was announced as the Super Bowl LX Halftime headliner... 
the first artist to perform entirely in Spanish.  A historic and intentionally provocative choice, it entered a cultural moment where identity, language, and representation in the U.S.
are deeply charged.


The film embraced this tension, celebrating Bad Bunny bringing Puerto Rico to the world stage on hisown terms. Shot in Vega Baja, his hometown, it grounded the announcement in authenticity; most notably with Bad Bunny seated on a goalpost, merging Puerto Rican identity with NFL iconography. 



For Latino audiences, it signaled cultural validation at the
highest level, while reinforcing Apple Music’s commitment
to amplifying global voices.
Director: Alfred Marroquín
Production: Somesuch

Apple Music Team

GCDs:
Chris Trumbull
Naz A
Sean Murphy

Creative Team:
Siavosh Zabeti
JC Abbruzzi
Scott McDaniel
Carlos Estrada
Ash Mendez
Serge K.
Ruth Bellotti
Alex Romans

Design Team:
Ash Mendez
Serge K.
Patty Toner

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Awards
TBD









17

Club Radio on Apple Music
August 2025

Apple Music created a campaign to drive discovery of
Club Radio, inspired by major takeovers across Europe
and the UK. A light-to-dark gradient system captured
the club’s nonstop rhythm from sunset to sunrise.  



Condensed, beveled typography delivered bold impact,
while kinetic motion mirrored the transition of light,
evoking the energy of a night that never ends.



Influenced by Amsterdam’s club scene, the system used kinetic type to reflect back-to-back mixes and the constant flow of music on Apple Music Radio. A flyer-inspired aesthetic grounded the work in authentic rave culture, bringing that underground energy to a global stage.
Apple Music Club Radio

GCDs:
Sean Murphy
Naz A.
Chris Trumbull

Design Team:
Ash Mendez
Serge K.
Goran Krstic

Copy Team:
Gautier Fage

CDs:
Siavosh Zabeti
JC Abbruzzi

Production:
Jenny McKeever

Vendor: Studio Dumbar









16

Switch to Apple Music
March 2025

Switchers was a campaign inviting listeners to experience the difference of Apple Music.  It positioned switching as an upgrade—from simply hearing music to fully experiencing it— highlighting over 100 million songs, Spatial Audio, premium sound quality, ad-free listening, and expert curation.



Through bold visuals and clear messaging, the campaign emphasized depth, freedom, and a more immersive relationship with music. Each touchpoint reinforced a simple idea:
music deserves better.



At its core, Switchers reframed changing platforms as a
cultural shift—into a richer, more elevated world built for
both artists and fans.
Apple Music Team:

GCDs:
Sean Murphy
Naz A.
Chris Trumbull

Design Team:
Ash Mendez
Goran Krstic

Creative Team:
Ruth Bellotti
Alex Romans

CDs:
Siavosh Zabeti
JC Abbruzzi

Production:
Jenny McKeever

Vendor: Buck

15

SBLIX Halftime Show with Kendrick Lamar
February 2025

For Kendrick Lamar’s Super Bowl identity,
we developed a design system that balances
restraint with energy.  


Subtle motion, light, and typography create a charged
atmosphere while maintaining a clear Apple Music presence.
The visual language is intentionally simple, built around an
electric pulse that mirrors the rhythm and urgency found in
Kendrick’s music.



By stripping the system down to its most essential elements,
the design allows Kendrick and the cultural weight of the
performance to take center stage—amplifying the moment
rather than overshadowing it.
Trailer shot by PgLang, Dave Free


Apple Music Team


GCDs:
Chris Trumbull
Naz A
Sean Murphy

Creative Team:
Siavosh Zabeti
JC Abbruzzi
Scott McDaniel
Carlos Estrada
Gautier Fage
Ash Mendez
Ruth Bellotti
Alex Romans
Sarah Zuckley

Design Team:
Philip CronerudSerge K.
Patty Toner
Ash Mendez
Chi Hong

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Awards
Emmy

14

SBLVIII HTS Design Identity for Usher
February 2024

For the SBLVIII Halftime Show, we set out to create a design identity that connected Usher, Las Vegas, and Apple Music into
a single visual language. With Usher’s residency already defining
the Vegas stage, the inspiration naturally came from the city itself... its lights.



In Vegas, light is never static; it refracts, multiplies, and bursts
into vibrant color across every surface. We translated that
phenomenon into a sound-reactive design system where light
fractures and pulses in rhythm, creating shifting spectrums that
move with the music. 



These refracted forms allowed the identity to
feel electric, immersive, and alive—mirroring
both the sonic energy of Apple Music and the
showmanship Usher brings to the Super Bowl
stage.  
Director and photographer:
Daniel Sanwald

Apple Music Team

GCDs:
Chris Trumbull
Naz A
Sean Murphy

Creative Team:
Siavosh Zabeti
JC Abbruzzi
Scott McDaniel
Carlos Estrada
Gautier Fage
Ash Mendez
Ruth Bellotti
Alex Romans
Sarah Zuckley

Design Team:
Philip Cronerud
Ash Mendez
Patty Toner
Scott Langer
Ben Clark


13

Beats Studio Buds + Campaign
2023

To launch the Beats Studio Buds + in Cosmic Silver and Pink, Beats partnered with Emma Chamberlain and entered the
beauty space for the first time. Directed by Andrew Thomas
Huang, the campaign transformed Emma into a cyborg brought
to life by the earbuds.



The visual system blended modern typography with celestial motifs, using a cosmic silver and pink palette to express
innovation and beauty.



Through a fusion of CGI and photography, the campaign created ethereal, otherworldly imagery positioning the product at the
intersection of tech, beauty, and culture.
Agency: Anomaly LA

Creative Team:
Jeremy Wirth
Caitlin Slack
Zach Myrow,
Chloe Friedman
Giovanna Saffos,
 
Design Director:
Ash Mendez









12

Hoka Anacapa 2 GTX Campaign
2023

HOKA launched the Anacapa 2 GTX, reimagining
its signature hiker with a focus on earth-friendly
innovation. Built with recycled materials, GORE
TEX protection, a sugarcane EVA midsole,
and a Vibram® Megagrip outsole, the shoe
delivers lightweight, waterproof performance.



The campaign evolved HOKA’s Global 2023
design system, maintaining a structured layout while introducing fresh, modern energy. Bold compositions paired the logo and
tagline with striking visuals and refined color palettes balancing innovation with clarity and impact.

 
Agency:
Anomaly LA

Role:
Associate Design Director









11

Hoka Mach X Campaign
2023

HOKA launched the Mach X, a lightweight, high-performance trainer built for speed. The campaign extended HOKA’s Global 2023 design system, keeping it fresh through structured layouts, bold compositions, and refined color pairings.



The tagline “Run like race day all day” was elevated to match the product’s energy, while dynamic visuals conveyed agility and
momentum.
 


Featuring both dark and light colorways, the campaign avoided gendered framing creating the palette as fluid and inclusive
across all key visuals.
Agency:
Anomaly LA

Role:
Associate Design Director

Jeremy Wirth
Mindy Benner
Turan Tuluy,
Hannah Tutera
Shelby Guller,
Benoit Ollive
Ash Mendez
Olivia Edgren
Cameron Ford
Lauren R.
Jen Ross
Jake Thelan
Remi Kim
Maggie Bonner

10

Hoka Global Brand Camapign
2023

In a crowded performance landscape, HOKA set out to stand apart by creating its own space: the World of Joyful Performance.



The campaign elevated “Fly Human Fly” to match the boldness of the logo, using expressive visuals that felt organic, liberating, and full of motion.



Vibrant, eclectic color palettes brought energy and optimism to the system capturing the joy, freedom, and individuality of running.
Agency:
Anomaly LA

Role:
Associate Design Director

Jeremy Wirth
Mindy Benner
Turan Tuluy,
Hannah Tutera
Shelby Guller,
Benoit Ollive
Ash Mendez
Olivia Edgren
Cameron Ford
Lauren R.
Jen Ross
Jake Thelan
Remi Kim
Maggie Bonner
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