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.

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

Neighborhood Nosh

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

Food for Thought

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

Food for Thought

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

Food for Thought

Employer branding and training campaigns that built hospitality culture.

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.