IT’S ALL ABOUT CONVEYING THE MESSAGE.
Design is all about the distillation of an idea. Taking a thought down to a single line. It is the reason why the simple shape of a headlight can tell you what car you are looking at in the dark. It is why a simple logo can instill emotions inside of you.
I love design. I love the ability to invoke those feelings in someone. I am passionate about making messages simple.
look, a stock photo where people are pointing at a screen
BRANDING
Look, an example.
Cat & Cloud • Rebrand
bringing a new face to an established brand
Cat & Cloud, as a company, has always been one that does the most with what they have. A drawing from a friend, an off-the-shelf bag, and a lot of active learning led everything to have a very soft and approachable feeling that is clearly made by a person.
The challenge with this was consistency. Because the identity was hand drawn and simple, it became iterative and degraded.
To solve this dilution, I had to determine the core of the brand; what it was at its heart.
Cat & Cloud is a company that isn’t afraid to be what it is, but also doesn’t take itself too seriously. It was a delicate balance that was hard to find.
Go too far to one side, no matter how good the outcome, it stopped feeling like it belonged. Sometimes trying something that I wanted to work only affirmed what I knew was right, in the end, I discovered the balance.
The final result was a balance of soft and hard:
Clean, sharp lines and rounded corners creates an interpretative style. The contrast in typefaces blends hard lines with hand written authenticity. A bright and vibrant color pallet leads the style to pop off the canvas.
It’s a versatile design language that can step in several directions and still feel like itself. Titles are one stroke away from looking like graffiti and a few circles away from looking like bubbles.
This strong visual foundation has allowed Cat & Cloud to expand its possibilities and step into new categories while maintaining a consistent experience for the guest.
I created several materials utilizing this design language across the company that helped to convey its mission and inspire those it connected with.
This unique style earned a design award in the category of print materials from Sprudge, a prominent news publication within the specialty coffee industry. I take immense pride in this honor and I’m sincerely grateful for the acknowledgment of my work.
Look, another example.
LeadUp • leadership development
For this design, it was my intention to represent three things:
Achievement - As one feels when reaching the end of a challenge or peak of a mountain.
Foundation - the way quality leadership can provide a strong base for a team or community.
Hard Work - good things aren’t easy, and the road to where you want to do is rarely straight.
These objectives were achieved by creating a brand that uses scenic imagery, paired with a clean minimal design of a twisting path leading to the peak of a mountain. The mountain imagery and shape represents both foundation and achievement, and the path reflects hard work.
Ultimately this brand style is clean, dynamic, inspirational and inclusive. Allowing for strong action that will lead to real change.
LEAD UP BRAND BOOK.
Listen not to brag or anything, But i used this stock photo first and now I see this model everywhere.
MARKETING CAMPAIGN
look, I think you get the gag now.
Ghosthand & • marketing campaign and branding.
When this client was rebranding they paired it with a new way to market their services. The purpose behind this campaign was to demonstrate the partnership between them and their clients. Providing a clean platform that spotlights the engaging and diverse work. Expressing a desire to come along side a client and lend their expertise.
The Goals for this project were:
dynamic elements - assets such as patterns and shapes and animations to be used INTERCHANGEABLY
representation - create a look that expressed possibilities, and diversity. a look someone could see working for them.
simplicity - the campaign needed to stand out but also not take away from the work being featured.
Ultimately this campaign was used to create new marketing materials for the client: a refreshed website, updated demo reels, Slide decks to pitch projects to prospective clients, and other various marketing materials.
Website overview
Dynamic - We wanted the person coming to the site to feel like they were in control of what was happening.
Modern - A site that will continue to feel up to date, even as the content changes and updates.
Fun - The hints of color and movement of the site make it feel fun and engaging. A representation of the work that could be done for prospective clients.