Develop a Strategy
It all starts with a great brief—asking the right questions positions a designer to develop an identity that is perceived as planned. The right visual strategy and communication defines clear objectives for the brand. Design simplicity integrates the message and thoughtfully
engages the viewer.
Employ a Process
Identity exploration began by visualizing the brand’s personality traits through moodboards. For Rugby ATL, filters such as bold, gritty, and disruptive were defined. Through an iterative process, one mark emerged—a symbol both familiar to Atlanta sports fans and distinctive to a new community. The crest reflects the strength and brotherhood of the rugby world, while the heavyweight “A” stands out among a crowded field of existing icons.
Create a Lasting Impression
Being able to define your business and its purpose can have a significant impact on your ability to build a customer base. Impactful branding publicly identifies the business and sets it apart from the competition.
Define Objectives
Collaborated with the creative director and copywriters to develop a photography style guide and visual tone of voice that aligned with the Brand Voice guidelines. The resulting visual hierarchy helps the audience process information clearly and follow the brand principles and objectives
step by step.
Create Content
By applying Deep Eddy’s brand filters—defined by attributes like real, unexpected, and weird—and leveraging a wide range of creative approaches, from tabletop photography to playful video and illustration, the resulting content is both engaging and effective at driving participation and brand advocacy.
Interpret Data
The intention with an infographic is to present complex information and data quickly and clearly. Vector graphics form the base of a visual system that illustrates patterns and trends, allowing the viewer to effortlessly interpret the information. The use of images forms an instant connection between the subject and data.
Organize Information
Organizing information and complex data points for a breif scan by C-Suite executives is critical for the Bakkt monthly blog entries. A grid was created with the an intentional margin that directs the readers attention to significant data points. Contrasting colors and shapes were implemented as well to further emphasize these call-outs. Variations of font size and family create subtle visual interest on a page that can become stark.
Generate Excitement
With the clients’ sustainability goals at the forefront of the brief, developing a package that uses 100% recyclable and sustainable materials while maintaining the aesthetics expected from a premium subscription service was the challenge. To achieve this, a sophisticated approach to design was used to contrast the messaging which highlights the cheerful effervescence fans love about the Coca-Cola brand.
Curate an Experience
USTA and The U.S. Open presented an opportunity to revamp their player locker room and interview hallway at Arthur Ashe Stadium. The vision was to create sense of motion that conveyed the speed of a tennis match. This was accomplished with long horizontal colored acrylic panels and angled floor to ceiling graphics. Inspirational images and quotes from former tennis champions adorn the locker room hallway as well as an autograph wall and interview backdrop to preserve future legacies.
Engage an Audience
At the Super Bowl Experience, the AT&T/DirecTV NFL Sunday Ticket Fan Cave brought together live broadcast energy and fan interaction. I worked closely with producers, set designers, and client teams to reimagine the event space—rotating the layout for visual impact and integrating authentic set replicas. My role was to keep the team focused on clarity of purpose while encouraging curiosity-driven ideas that broke the mold.
Delight with Immersive, Sensory Experiences
Experiential marketing is continuing to move towards environments that blend sensory elements like sight, sound, touch, and even smell. By utilizing key learnings and processes from 15+ years of conceptualizing experiential projects and spaces, I understand how and when to push the boundaries of consumer interactions and grab the audiences attention.
Do What You Love
I have always had a passion for typography, illustration graphic communication, even doodling. I’m drawn to the balance of form and function, the relationships between the modern and classic, and find inspiration in how we use these differences to create something that is uniquely our own.
