Identity and Collateral Branding
Client: Vincent Lighting Solutions
Brief (Ongoing): Assist a leading national lighting company with a brand refresh. This includes identity items, like a pocket folder and “Who’s Who” corporate brochure, as well as product collateral, such as specific brochures for their 20+ industries.
The company desired an original and sharp look to stand out from the dime-a-dozen competition of wedding and concert lighting. VLS has many distinguished clients, including some of the most well known architectural landmarks in the tri-state area, like the Rock and Roll Hall of Fame, Carnegie Mellon University and the Terminal Tower. The best way to showcase these relationships and the expertise level that VLS resides on? Photography.
I wanted to bring the striking photos VLS had in their catalog to the forefront in both the folder design and the product brochures. The work they do would speak for itself against a stark charcoal or white background. I also mimicked the triangle logo shape throughout to reinforce the brand. A UV coat was laid over the triangle photos for extra impact.
I also wanted to weave the warm/cool yellow and cyan throughout the brochures. As you see, two color palettes of ten were created to distinguish the industry collateral, like Facade, Church, and Wedding lighting.
Client: Footnoting History
Brief: Assist in logo redesign for a popular history podcast. Their logo was created years ago before they became popular and was in need of an update. With over a million podcast downloads, the company needed a new look that reflected their prestige in the industry.
Challenge: Creating a new logo that maintained the original logo's aesthetic. Footnoting History's logo is primarily seen in a iTunes podcast listing, and listeners associated the lime green color of the old logo with the company. Obviously, the lime green had to go. I can think of no color that represents a historical aesthetic less.
The new logo had to be bold and easily distinguishable, as it is so often seen as a tiny rectangle.
Solution: A quill is used to reference writing and footnotes from centuries ago. It was decided that the green had to stay in some capacity, so I lobbied for at least a more muted, elegant sage green. The new logo has flexibility where the old one didn't - it can be used in merchandise, banners, apps, posters, etc.
Merchandise photos property of www.teepublic.com/t-shirts/footnoting-history
Web screenshot property of www.footnotinghistory.com
Client: CU Service Network
Brief: Rebrand all print, digital, social media and trade show channels for CU Service Network (CUSN), a B2B company that provides services to credit unions nationally.
Challenge: Brand identity was not maintained over 20+ years of growth, and branding between channels was not cohesive. Furthermore, because CUSN resells products and services from other companies, branding would often carry over from the “parent” companies, further convoluting the brand. Prospects were often confused as to who CUSN was.
Solution: Diligently streamline all channels into one cohesive brand, including parent company products. Focus on contemporary colors, shapes and fonts, as well as visually simplifying products through icons so prospects can quickly understand what CUSN sells.
Client: CU Service Network
Brief (ongoing): Design event promos for a series of multi-year educational events. These events occur quarterly, in various regions of the United States. They serve as a place for credit unions to come together, learn and discuss relevant issues. I envisioned a colorful, retro look for these informal events.
Illustrations and type are hand-drawn, then scanned and colored.
Client: Kathy Darwin Strategic Planning
Brief: Create new brand for Kathy Darwin, a business strategist and coach who specializes in non-profits and credit unions. Her brand was extremely outdated and her website was unfinished. Kathy is pursuing a stronger presence nationally and needed a brand that reflected the “fire” she sparks in organizations.
I created her logo, identity branding, marketing collateral and assisted with her new site (in partnership with Archipelago Web).
Client: Wild Bird Rescue & Rehab of Denver
Brief: Create a logo and branding that would serve the non-profit organization in raising funds to build a much needed bird rehab center, as well as raise awareness of the initiative throughout the city.
Challenge: Creating a logo and brand that represented both the unique needs of the non-profit as well as the region that would fund the project. Because so many birds are tied to cultural symbolism, choosing an icon such as a duck could be perceived as a hunting company, a dove as a religious organization, and a hummingbird as a wedding/honeymoon company. I needed to choose a neutral species that still represented the regional wildlife.
I also didn't want to create a logo that was negative - like an injured bird to represent the rehab center. I wanted a bird in flight: healthy, free, and wild.
Solution: I decided on a silhouette of a Great Blue Heron: mysterious, elegant, and ecologically significant to the area. The circle element could be seen as a sun or moon, and the negative space added interest. Focus was placed on "REHAB." The public needed to be aware first and foremost what the goal of this non-profit was - saving birds.
Collaboration with Clarence Low of the Asian Chamber of Commerce
Client: Minority and Women’s Chamber Coalition
Brief: Create a logo that would represent all six different Chambers of Commerce in Colorado (Asian, Hispanic, Gay and Lesbian, Native American, Women, and African American) as they banded together under one coalition.
Challenge: They key was to design not just dynamic and powerful logo, but also a neutral one. For example, two of the Chambers of Commerce used red as their branded color. One used green and purple. This logo needed to be non-partial to one group in specific and stand on its own. This created restraints in color, font and style options, among others.
Solution: A logo was created to look completely different from any of the others, incorporating a strong geometric aesthetic. Trusted blue and black are neutral, and the logo is neither too masculine nor feminine.
Brief: In early 2017, parent company CU Service Network launched an umbrella product brand, CU Works. The brand included three new products of the same genre: outsourced services for credit unions. Umbrella logo, product logos and marketing collateral were needed for the launch of the new brand.
Challenge: All three products needed a similar aesthetic to read as a family of services, but also needed to be distinguishable from each other. Parent company desired an aesthetic that was fresh, clean, and colorful to differentiate from many of the dull financial services competitors.
Solution: Use color as a differentiator. Harabara was chosen as the logo font, and was customized slightly. Parent company enjoyed the contemporary, slightly playful feel of the font.
Focus on simple shapes throughout (the check mark) and unique objects (piggy bank for accounting and origami paper for compliance/regulation). Objects are carried throughout both print and digital media to reinforce brand and add whimsy.
Client: Three Avocados Coffee Company
Brief: Create a design for the Three Avocados anniversary t-shirt
Challenge: Three Avocados isn’t just any old coffee company. They are a non-profit, providing charity for clean water and education initiatives in developing countries. This aspect of the company provided a unique challenge in creating a design that would represent both the product and the philanthropic story behind the product.
Solution: Using a 60s aesthetic, the words of two main charitable causes were used to create the shape of a coffee bean. This merged the story and the product together in a compelling way.
Client: CU Service Network
Brief: Manage event campaign and creative for company’s largest event in their 25 year history. Top speakers from across the country would be presenting at University of Denver, one of the state’s top schools. I thought a play on “back to school” would be appropriate but not too stuffy for this audience of Senior-Level professionals.
The illustrations and animation make the event look different from others in the industry, and also align with the aesthetic of the company’s other educational events (see here). Illustrations were hand drawn and scanned into Adobe Illustrator. Adobe After Effects was used for the promo video.
Selection of infographics created over the past few years for financial institutions.
A collection of paintings, illustrations and concept art. Over the past 8 years, I have worked as a comic book inker/colorist, concept artist for mobile gaming, book illustrator and furniture designer.