Hi. I’m Larry Koss.
I help teams bring their brand into focus.
Creative direction and storytelling that make brands feel clear, confident, and consistent. I use smart structure and modern tools, including AI, so teams can move faster and do their best work together.
Looking to work together? Start here.
Rewards Network
Rebranded the platform’s identity, voice, and digital experience, improving customer clarity and conversion across web, product, and partner touchpoints.
+ $1.1M increase in annual revenue
USAA + NFL: Million Fan Salute
Rallied fans nationwide to honor military service through their favorite NFL teams.
1.2M submissions · National campaign
Consumer Dining Loyalty at Scale
Consumer-facing creative and UX leadership for a national dining rewards platform focused on acquisition, engagement, and retention.
+ 17% increase in redemption and retention
JetBlue Dining
Creative direction for an airline loyalty program, shaping brand visuals, partner content, and product UX.
Program launch creative · Partner campaigns
Neighborhood Nosh
Created a national consumer dining loyalty brand from naming through multi-channel rollout across product, web, email, and social, increasing program engagement and long-term customer value.
+17% increase in redemption and retention
Created using Midjourney (concept art), Flow (motion design), and Sora (AI video) as an exploration of narrative, pacing, and creative direction through modern tools.
Who I Am (and How I Think)
Short films and story moments I direct to explore tone, narrative, and creative judgment. This work blends instinct, experience, and modern tools to shape ideas before they scale. possibilities.
Stories · Scenes · Creative direction
Leading Principles
These are some of the guidelines I use when establishing frameworks towards clarity, collaboration, and culture.
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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 includes rebrands, loyalty programs, and national campaigns that have contributed to $112M in new revenue, increased customer engagement, and stronger brand consistency 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.