THE BRIEF: Concept an identity for Drink 30th, a beer apparel and accessories website centered around the bustling, world-class craft beer scene along 30th Street in sunny San Diego.
THE CONCEPT: At the heart of the Drink 30th brand are the San Diego neighborhoods North Park and South Park, which prize community and originality above all else. To emphasize the brand’s local roots, I developed an identity system based around street grids and intersections. Though we also flirted with script-style concepts, currently very en vogue in the beer space, we ultimately opted for a more conceptual design to stand out rather than blend in.
THE BRIEF: Devise an event and the coordinating marketing collateral to revitalize Ikea’s image in the face of declining U.S. sales.
THE CONCEPT: The ultimate Ikea hackathon—”Dream It. Build It.” 10 artists have 24 hours to turn an assortment of unassembled Ikea furniture into fantastical sculptures. I wanted the event marketing to evoke a sense of imagination and child’s play, so I created digital illustrations of Ikea hardware for the typography and brought them to life in primary colors.
THE BRIEF: Create the logo, identity, and packaging for Positivitea, a tea brand aiming to empower and uplift women through quality organic ingredients and positive messages.
THE CONCEPT: In researching femininity, I found myself journeying down a deep rabbit hole of ideas that led me all the way from the divine feminine to sacred geometry. For visual inspiration, I drew from the forms of sacred geometry to create a series of rich designs suitable for a high-end product and used a monochromatic color palette for each variant to retain a sense of softness.
THE BRIEF: Concept and develop a branding identity for Fremantle, Australia, conveying the small port town’s lively atmosphere and thriving arts and culture scene.
THE CONCEPT: I was drawn to a motif found in much of the area’s aboriginal art that is dominated by groups of swirling, almost hypnotic, lines and dots. I loosely referenced this visual language, updating it with a more contemporary color palette and using the simple, yet dynamic shapes to communicate a sense of playfulness and vibrancy.
Social Issue Campaign
THE BRIEF: Concept and execute a public awareness campaign targeting a pressing social issue.
THE CONCEPT: The average American adult consumes a heaping 22 teaspoons of sugar a day. While things like soda and candy are known culprits, I wanted to lift the veil on seemingly healthy foods that contain startling amounts of sugar. The resulting campaign utilizes soft colors and friendly illustrations to draw the viewer in, allowing the stats to speak for themselves.
THE BRIEF: Design a desktop website and mobile app for CarbonDown, a nonprofit working to reduce carbon emissions. The design should communicate trust and accessibility.
THE CONCEPT: I limited the color palette to black, white, and gray so that the natural imagery would shine through, connecting the user directly back to the organization’s mission—to preserve the environment by reducing carbon emissions.
THE BRIEF: Develop the look and feel for a financial service company’s bimonthly newsletter. Client requests were for an edgy, modern design.
THE CONCEPT: I utilized simple, yet bold abstract shapes and contemporary colors to create a modern feel that’s understated enough to retain a corporate sensibility while adding a bit of flair.