ROLE: identity design, art direction, brand strategy
RE-BRAND // KUOW 94.9 has been a pillar in the Puget Sound media landscape for sixty-five years. They decided it was time to take a stand and open themselves up to a brand overhaul. With this new, bold, future-facing identity, they can now express exactly who they are and what they believe in. Because of strong creative direction and explicit trust from KUOW, our project team was able to execute and deliver a badass, confident brand that aligns 100% with the creative strategy.
ROLE: design, art direction, commercial storyboarding and design
BRAND IMAGE CAMPAIGN // For this project, I was part of a team where Seattle Channel asked us to create an awareness campaign introducing them to new audiences and to also dispel any assumptions one may have regarding Seattle Channel. The campaign theme "It's Not What You Think" was based on what many might find surprising—that Seattle Channel delivers original, award-winning content highlighting civic and cultural life in Seattle.
As one of my key contributions to the campaign, I storyboarded and designed the creative for a :30 TV commercial that ran for eight weeks on 12 networks including Comedy Central, CNN, MSNBC, and ESPN. Our :30 “It’s Not What You Think” television spot was nominated for a Northwest Regional Emmy Award in the Promotional Campaign category.
ROLE: art direction, identity design, UX/IA, content and brand strategy, photo shoot art direction
Online Student Resource & Tool Kit // This effort was for the Idaho State Board of Education. Our project team created a robust online resource for students who are trying to navigate the nebulous arena of entering into higher education. This provides all sorts of tools and information. The assignment entailed developing brand identity and strategy, an online resource website, and a marketing toolkit for statewide distribution. The marketing materials included a collection of print materials as well as a digital ads and social media graphics all geared towards directing students to the site.
The end product was highly successful and publicly recognized by the Governor of the State of Idaho. This effort won our team a second phase of work to continue with the state of Idaho. We are currently developing a Future Finder tool that will enable students to further prepare themselves for the next chapters ahead of them.
ROLE: art direction, design, & production
20th Anniversary Commemorative Book // The 20th Anniversary book was created to showcase the history of the company using beautiful imagery and typography highlighting significant milestones for two decades. The piece was used for special, curated events, and also served as a marketing piece introducing Tommy Bahama into international markets. It created a high-touch, premium feel using specialty printing including embossing, foil stamp and stitch binding.
ROLE: design, art direction, UX/IA, content strategy, photoshoot art direction
Website Redesign // Harris Ranch is a community development that embraces New Urbanist ideals and is committed to conservation. They have a vision to bring people together through strategic urban planning over the span of many years, and keep them close to nature. One challenge with the website was how to show developers that building in Harris Ranch is a great business opportunity. It needed to demonstrate Harris Ranch's vision and also offer functionality to promote housing sales. Another challenge was to create an online resource for the community residents. What we developed was a site that brings their story to life through brand messaging and custom photography that reflects the beauty and showcases the the most exciting area to live in Boise. This new website serves as resource for prospective home-buyers, current residents, and is also a tool for developers looking to invest here.
ROLE: brand strategy, identity design, art direction, design and production
Brand Identity // Fashion designers Liise Wyatt and Karly Orr were starting their own high-end fashion lines, and decided to combine their talents as one brand under the name WyattOrr. They also had the challenge of wanting to maintain their individual designer brands while formulating their overall brand strategy. I created a sophisticated visual identity for the duo to use while first launching their brands into the fashion market. I designed the initial WyattOrr website as well as the Karly Orr sub-brand website, along with their first look books, labels, post cards, and pop-up shop signage. The branding framework allowed for a successful launch, and also positioned them for growth while moving their business forward.
ROLE: design, art direction, strategy
Music Match Fundraising Micro-campaign // KEXP was getting ready to launch their first public-facing fundraising campaign in support of their new home. I worked on the project team to establish the ALL IN theme. I was then tasked with designing and art directing the entire visual language to be applied to all print and digital collateral including microsite and a digital display ad campaign. Knowing KEXP and keeping in mind the target audience, inspiration came easy. Drawing from my DIY upbringing, I shot all of the images myself, and created an aesthetic inspired by mixed tapes, fanzines, and punk rock.
This is a collection of various logos I have created. I find it to be the most challenging and rewarding type of design. I always say that a logo is not a brand, it is only one piece of a comprehensive system that makes up the DNA of an organization. There is a suite of elements (color palette, typography, imagery, composition), and the verbal identity (brand narrative, personality traits, tone and voice), that work in harmony to tell your organization's unique story, expressing to your audience who you are.