Hi. I’m Larry Koss,
a Creative Director focused on hospitality experiences that connect guests and grow brands.

From rebrands to dining programs, café launches, and national campaigns, I help companies show up sharper and create experiences that people remember.

Black and white portrait of a man with short hair and a beard, wearing a collared shirt, smiling, with a wooden slatted background.
A group of eleven people, both men and women, smiling and posing for a photo in a restaurant with brick walls and framed artwork. Some are holding drinks. There are tables and chairs around them.

Latest Experiences

I’ve led rebrands, loyalty programs, and national campaigns that drove $1.1M in new revenue, boosted retention by 17%, and engaged over a million fans. Along the way, I’ve built and led collaborative teams that kept creative sharp and moved work faster.

CURRENT
Larry Koss Brand & Creative / Creative Director

PREVIOUS
Food for Thought / Director, Marketing & Creative Strategy
Rewards Network / Sr. Manager, Creative & UX
Critical Mass / Creative Lead, Sr. Art Director
Razorfish / Sr. Art Director

Food for Thought

Elevating a legacy hospitality brand through multi-channel storytelling

Illustration of a cityscape with buildings and clouds, featuring location pins with smiley faces, and a logo with a smiling face inside a location marker that says "Neighborhood Nosh."

Neighborhood Nosh

Creating a new national dining loyalty brand that sparked a 17% jump in online engagement.

Inside a cafeteria with a serving area, digital menu boards, and a snack display in the center. Several staff members are working behind the counters.

Food for Thought

Café visual systems brought to life through menus, signage, and launch promotion.

An aerial view of a large outdoor event at a mansion, featuring a swimming pool, a long white tent, and a crowd of people gathered around the pool and near the mansion, surrounded by lush greenery.

Food for Thought

Building a premium brand that brings large-scale events anywhere.

A man with glasses and a black cap wearing a gray apron, preparing food with shredded cheese in a commercial kitchen or restaurant setting.

Food for Thought

Employer branding and training campaigns that built hospitality culture.

Smartphone screen displaying the jetBlue True Blue Dining app with a map showing restaurant locations in Chicago and options to search, dine, and earn points.

JetBlue

Launching a new airline loyalty program for JetBlue’s frequent flyers

Leading Principles

These are some of the guidelines I use when establishing frameworks towards clarity, collaboration, and culture.

  • I’m a Creative Director with expertise across fintech, hospitality, lifestyle, CPG, and B2B brands. I focus on building identities and experiences that feel human and scale with purpose.

    My work has included rebrands, loyalty programs, and national campaigns—driving $100M+ in business impact through strategy and design.

  • I believe great creative comes from clarity and collaboration.

    I’ve built and guided cross-functional teams, mentored designers into leadership roles, and turned complex challenges into systems that work harder for both brands and audiences.

  • Curious and calm under pressure. Strategic, but hands-on.

    I frame the big picture, then roll up my sleeves to make sure every detail delivers.

Hospitality Brands, Campaigns, and Experiences that Connect

From cafés and catering to premium dining brands and large-scale events, I create systems and campaigns that make hospitality clear, consistent, and memorable.

Southwest Rapid Rewards logo with stylized heart symbol in red, yellow, and blue.
Delta logo with a red triangular symbol and blue text.
Kellogg's Nutri-Grain logo with white and red text on a dark background.
Marriott Bonvoy logo in black text with an orange underline
Logo with the word 'Toyota' in stylized font, featuring a blue and gray design with a red and white curved element on the right.
A black-and-white drawing of a skeleton playing a guitar.
NFL logo featuring a shield, a football, and stars.
United Airlines logo with the text 'United Airlines' and a blue globe design on the right.
Logo of True Blue and JetBlue Airlines side by side.
The logo of the animated movie 'Rizz' with yellow letters and a blue circular background.
Logo with the letters F, F, T inside black circles, and icons of a knife and fork crossed, with the phrase 'Food for Thought' beneath.
Logo of Neighborhood Nosh with a smiling face inside a location pin icon.