“A logo doesn’t sell, it identifies. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it means is more important than what it looks like.”
— PAUL RAND
As a logo and identity designer, I'm interested in expressing the unique voice of each client, rather than imposing my own style. I begin with thorough research and client collaboration; inquiry into mission, vision, and stakeholders; and clear articulation of the desired vibe. Each identity becomes a language, expressed through form, typography, color, and brand voice.
"Digital design is like painting, except the paint never dries.”
"Design is intelligence made visible."
— DON NEWGREN
Since print design is a tactile experience as well as a conceptual one, I consider paper and print techniques to engage the sense of touch. The way a piece unfolds or opens is like a gift—a story revealed as much through the layout, materials, typography, and color selection as through the words themselves.
“A book cover is a distillation. It is a haiku of the story.”
— CHIP KIDD
By building deep and authentic relationships, the Philanthropiece Foundation empowers changemakers around the world to co-create resilient communities.
This responsive web design emerged after a half-day brand articulation workshop and visual identity overhaul. The new ID, brand story, user experience and web design highlight this private foundation's distinctively innovative and collaborative approach to empowering changemakers — and their ability to have fun while making a difference.
After the project was complete, I was inspire to find ways to be more involved as a volunteer with the organization. I was honored to be asked to become a member of their advisory board where I helped them think about how technology and communications can help evolve and strengthen their programs.
Boba is a baby carrier manufacturer based in Boulder, CO. Since 2009, I've been responsible for building and evolving their brand identity, including: logo design, visual identity, brand voice, content development, web strategy & design, trade show exhibits, textile, packaging, photo & video art direction, advertising and social media.
The brand story of Boba is anchored in the rich adventures of family life, and the freedom their products offer to parents and their children—together. The journey began when founders Robert and Elizabeth Antunovic packed up to travel the world with their kids, 2 suitcases, a few thousand dollars, and a dream. They worked on trains, hammocks, in adobe huts, and under mosquito nets to launch Boba.
Since we began working together, Boba has grown from a Mom & Pop with one employee to a top brand in their category with distribution in over 35 countries and placement in major retail stores.
"Eventually everything connects—people, ideas, objects. The quality of the connections is the key to quality per se."
— CHARLES EAMES
Environmental graphics bring a brand's story to life in 3 dimensions. The voice must be consistent throughout all applications — logo, website, advertising, and physical space.
Sometimes the work on the cutting room floor is more interesting than the winning design.
"Failure is built into creativity. If the creative act involves this element of ‘newness’ and ‘experimentalism,’ then one must expect and accept the possibility of failure.”
— SAUL BASS
No one is more social than a mom—especially new mothers who are often isolated and overwhelmed by all of the choices and decisions they must make (not to mention the hormones). My client Boba (a baby carrier and wrap manufacturer) wanted to capitalize on the huge success of their viral video, "You Made Me a Mother" (378K YouTube views).
Based on community feedback, we decided to produce a companion video about Dads, with the talented team at Futuristic Films. We launched the video with a coordinated social media campaign, and a research article on the impact involved fathers have on raising successful and happy kids.
To keep the buzz going, we launched a social media campaign under the same hashtag as the video, #dadsrock. Followers (Boba has over 200K on Facebook) posted photos of their babywearing Dads with a chance to have their photo featured on our website. After all, nothing is sexier than a babywearing Dad, except maybe a Dad doing the dishes.
Giant Bicycle's flagship retail store design entailed a unique branding challenge. As a partnership with independently owned bike stores, it was important to let the uniqueness of each dealership shine, while at the same time promoting the Giant brand. In collaboration with 3 Dots Design, we developed store interior design, overall identity, custom signage, wall graphics, fixture graphics, and merchandising plans. Each tells the unique story of each store, features Giant's brand, and the shared focus on the joy of the ride.
Giant's 2006 InterBike booth was designed to feel like the flagship stores.