Design, Art Direction & Ceramic
Branding for my own small ceramics business. Even though I’m a well-seasoned creative, the name Rookie really resonates with my creative journey. I find so much joy in learning and tweaking my creative process, getting into the shit and really messing around. I wanted my brand to reflect the playfulness of my process and the refinement of my finished pieces.
My good friend and owner of Toots needed a brand refresh to take her small, hand-sewn stuffed animal business to the next level. I wanted this system to be able to flex and feel fresh with tons of color & character combinations, so it could last a long time. I had an absolute blast building this design system for them.
I recently built an identity & logo refresh for Chrome Industries. My goal was for this branding to feel kinetic, like you were moving through city streets on a bike, even in static placements. Photography is split into 2 areas, blurred textural spaces and traditional product & lifestyle with a type system that stretches and flows.
Art Direction & Design for Visible Mobile by Verizon
Built around the idea of “Mobile for All” I helped bring the visual ID to life with logo design, layouts, art direction and brand guidelines. Working with the photographer Meredith Jenks, we created a library of vibrant and graphic photography to help give the ID a playful and modern feel.
An overhaul of Tile’s key branding elements.
All photography is spec for style reference and not owned by Tile or myself.
Mid-Covid Pandemic we were tasked with coming up with th enext iteration of campaign for Cardi B x Reebok. The Spring Summer 2021 campaign was based on Coney Island type carnival games. I worked within an existing design system to update the elements for this concept, I was fully involved with the production aspect of the project, from the Cardi shoot the product shoot.
Miscellaneous Brand Marks
The goal of the RE/MAX rebrand was to make it feel more modern, while still the retaining the reliability and brand equity that has been built over the past 44 years.
Starting with the foundation of the existing balloon, slash, and color palette, I worked to warm up and simplify the iconic brand.
The balloon was simplified and color blocked to create the 3D dimension.
The refreshed wordmark has open tracking and the slash E & M are nicked to help include the slash that is so important to the brand name.
The narrow version of Gotham allows signage to hold a lot of information, while still feeling sleek, modern and bold.
The color palette was brought into a warmer space with a brick red and soft navy.
Akili is a first of its kind digital medicine for ADHD. I worked incredibly closely with the client to develop brand and design strategy.
Using the shapes of pills & capsules, I created an Identity system to push Akili out of the traditional idea of medicine, while retaining credibility in today’s Pharma landscape.
The treatment logos are created from the same pill & capsule shapes, using their own distinct brand colorways.
The logo shapes are also used in a collection of shades & outlines to create the graphic elements used in layout to show the interaction of patient & treatment.
Mixing offset shapes, lifestyle photography & studio photography helped to separate Akili from other Pharma brands.
Example of how the system translates into sub-brand communications
