Role: Graphic Designer Worked With: Joel Tucker, Creative Director Project Scope: Branding, Copywriting Deliverable: Interactive PDF
OPPORTUNITY: LPK saw a need for brand guidelines, following a rebranding effort.
DIRECTION: I worked alongside the creative director to fully form what design elements distinguished the new brand. We also formed the language surrounding talking about the company and its work. We worked to create a system that reflected the playful, creative atmosphere of the company and the work that they do. We wanted it to inspire employees as well as provide them with boundaries so as to create a consistent brand look and feel. The end-product is an interactive PDF, where examples provided to the viewer can be clicked and viewed at a larger scale, as well as interactive navigation.
WHERE DO I BEGIN? One of the best days of my life was seeing my sister get married! Leading up to that day was a busy time full of planning, designing, and crafting. With the help of the bridesmaids, we were able to make so many beautiful elements to help make this day feel special for Kara and Lance.
DAY-OF ... It ended up raining the entire day, but cleared up just in time for the guests to arrive! The whole day couldn't have happened without all of our friends and family's help assembling, decorating, and baking (while we relaxed and got fancified for the ceremony). It was a perfect day.
CHALLENGE: Kara had a vague vision for what she wanted, but being her sister, I helped her make decisions without any panic attacks ensuing (because I know her so well!). Their wedding was held at The Inn at Oneonta, a beautiful venue that is set on 25 acres of land in northern Kentucky, directly on the Ohio River. The grounds of the venue hold a gazebo in a quiet field that looks onto the river for outdoor ceremonies, an old mansion, a guest cottage, and a huge reception area with a chapel. The whole venue is overflowing with decades of stories to tell.
DIRECTION: I designed their invitation set, as well as created hand-lettered signs and table numbers guests would encounter throughout the evening. I also helped craft the experience, from the bridal party attire to the decorative elements to ensure a holistic experience for the event. We chose to keep the decorative elements simple and elegant with small pops of color to compliment the rustic character of the venue.
You can check out the full photo essay here and check out their wedding Instagram feed here.
Role: Art Director, Graphic Designer Worked With: Karin Bolliger (Creative Director), Christopher James Palafox (Managing Editor), Sheila Barabad (Senior Photo Editor) Project Scope: Logo Design, Branding, Grid Systems, Layout Deliverables: Brand System, Comprehensive Brand & Style Guidelines, Print Magazine(s), website
OPPORTUNITY: After six years of evolving Advantage, I pushed for leadership to allow me and my team the opportunity to refresh the brand as well as the editorial content structure.
DIRECTION: I drove the full design and editorial overhaul, with the support of the managing editor. We started with evaluating the current state of the brand and what my team wanted it to become. After creating personas, we crafted a brand statement and keywords for the future of Advantage. This content served as our home-base throughout the redesign process. Our audience is Canadian executives, and we've noticed over the years that Canadian executives have a sort of "playful professional" essence about them. We used this concept to develop a dynamic, bright, playful, yet professional brand.
While redesigning the logotype, I considered a full-departure from the heritage logotype, but nothing too different felt quite right. I chose a refined yet playful slab serif—Bree Serif—to be the face of the new Advantage. The most noticeable changes in the logotype are making the word "Advantage" sentence-case—where it was previously in lowercase, enclosing the word within a ruled rectangle, creating an alternate underlined version, and in treatment on the cover, scaling it down to be slightly wider than one-third of the width of the cover.
The colors are associated with specific sections, and pair exceptionally well with the meaning of each of the sections—which are highlighted and defined at the beginning of each section with a bright flood of color.
As a part of the redesign, I evaluated page size and paper type. I chose a slightly more narrow page size, and a heavier, matte paper type in order to bulk up the book and make it feel more like a book, less like a magazine.
OPPORTUNITY: Advantage needed a digital presence that would engage its readers with interactive elements that would simplify the layout of the information confined to a tablet screen.
I also stepped in to translate some Modern Counsel issues for their iPad app.
Role: Digital Designer Work For: Design Systems I, Dennis Puhalla (teacher) Project Scope: UI/UX, Wireframe Database, Versatile Navigation, Brand Development Deliverable: Digital App
OPPORTUNITY: The Doctor Who universe had no comprehensive database to interlink the non-linear narrative that the writers of the show have created throughout the years.
DIRECTION: I created an intuitive, interactive resource for both new viewers, and old fans alike. Provides user with a history of the show, character bios, and serves as a resource to all of the episodes. The app is structured to be flexible to different navigation styles (tapping versus swiping) and is easily navigated through various interactive elements.
Great American Corporate Branding
Role: Graphic Designer Worked With: Brad Plogsted, Senior Designer Project Scope: Brand Development Deliverables: Print & Digital Collateral
OPPORTUNITY: Just before I started working at Great American Insurance Group, the company had just redesigned their logo and needed to develop their branding, as well as a large amount of print and digital collateral.
DIRECTION: My time spent with the company was working closely with this new logo and helping to develop the brand around it, and then apply the massive insurance company’s new rebranding across a broad spectrum of corporate deliverables—desk calendars, notepads, flyers, pamphlets, PowerPoint templates, holiday cards (print/animated), newsletters (print/digital), business cards, annual report, folders, email signatures, websites, advertising, etc.
Role: Graphic Designer Issues: 21–26 (See Advantage Redesign for issues 25–26) Deliverables: Print publication, iPad app, social media graphics
DIRECTION: I maintained the magazine's brand across all mediums. I was the sole designer on five of the six issues produced while at Guerrero Howe. I designed feature stories and/or feature sections, and played with the designs of supplemental content and covers, which varied from issue to issue. From my first issue up to the redesign of the brand, I increasingly tweaked existing designs to improve the quality of the magazine's design.
CHALLENGE: The bride asked me to balance her family's desire for a classic, formal invitation with their modern, rustic, springtime farm-theme of the wedding.
DIRECTION: I worked alongside the bride to find a simple flourish that mimicked the lace of her dress and paired it with modern, classic typefaces. We chose to keep everything in black and white to compliment the eclectic collection of floral patterns and lace material being used throughout the wedding.
Role: Graphic Designer, Creative Director Collaborated With: Arielle Selzer, Chelsea Sanders, Fallon Venable, & Drew Stocker Project Scope: Logo Design, Branding Deliverables: Brand System, Logo, Individualized Logos, Event Collateral, Website, Video
OPPORTUNITY: As seniors, we were given the opportunity to create a unique identity for ourselves, the Graphic Communication Design class of 2013.
DIRECTION: Focusing on individuality, versatility, and unity, we were able to present the winning concept. The branding shows the unity of our program by combining elements of the system in a form that resembles a kaleidoscope. We believe that through our education, we have learned how to observe and create beautiful things. We were able to create a unique brandmark for each student by combining unique patterns drawn from their senior capstone project focus(es), as well as an overarching brandmark to represent us as a whole. This branding was used for our senior capstone project displays, event invitations, collateral, webpage, and fun promo videos the time-based students created.
DIRECTION: I created an event poster to promote and encourage employees to participate in a local fundraising event for literacy.
Role: Graphic Designer, Art Director Project Scope: Typography, Layout, Copywriting Deliverables: Print & Digital Collateral
OPPORTUNITY: Client wanted the housewarming invitation to reflect the unique personality of her home.
DIRECTION: Drawing color inspiration from the new home's unique character, I created a quirky invitation, playing with typography and layout. I created both a print and digital version per the client's request.