Art at Work
Art at Work
I bring a creative flexibility and love finding unexpected ways to bring a vision to life.
These concepts explore potential visual directions for a refreshed brand marketing look and feel.
Each option reflects a different visual interpretation, showing the range of directions I explore to help uncover the strongest path forward.
Concept Evolution
This exploration shows how the visual direction can be applied across all brand touchpoints; showing how the creative approach works across different channels and various sports representations.
The final creative direction centered on combining grayscale and color imagery for practice to game time visual. This direction was able easily adapt to different media and sports.
Creative direction explorations that kept brand voice, and explored different layout options.
Created a flexible graphic system that unified brand and product visuals, while ensured visual unity across platforms.
The design strategy streamlined internal design time, providing cohesive execution through visual consistency, contributed to an increase in market awareness.
Key Art Toolkit
Visual guidelines were provided for marketing purposed that could be utilized for internal execution and external partners.
Product insert development was consuming significant time and resources. As videos were also available online, the team brainstormed considerations to elevate the appearance while reducing length, with incentive of more content online to encourage users to connect more with the brand.
The solution involved implementing a standardized format with enhanced presentation quality. Despite the upgrade to full-color printing, costs remained within better margins than the previous format.
Developed brand guidelines that strategically segmented SKLZ products across retailer levels tiers to optimize performance from mass retail to specialty channels. I contributed to both brand interpretation for product artwork and developed comprehensive guidebooks for internal departments to ensure optimal brand consistency across diverse products.
The tiered color and design system maintained brand integrity while adapting visual hierarchy to match each retailer's positioning and customer expectations.
With simply “modern apothecary” as direction, I explored a range of typography and design styles to show multiple compelling ways to bring the concept to life.
Variations on a concept
The league needed to elevate their event marketing visuals to reflect the sport's athletic credibility. Working within a grassroots marketing budget that relied primarily on city weekly publications and in-person promotions, the redesigned posters served as guerrilla marketing throughout the city.
Developed brand identity system for this client that scaled across multiple touchpoints (digital content, packaging, retail displays, apparel), significantly growing brand loyalty and securing premium retail placements in target markets.
Product Package Suite
The quintessential pieces of branding for these products was the package collateral. I designed hang tags thats attached to all D2C purchases.
When brand was able to expand, I directed the development of the package design to accompany products for retail purchase. This was an unusual consideration for this product in the setting, as these grill utensils can become weapons. The ability for product to be secure and protected was paramount.
Building on my creative range in creative concepts, this home decor collection explores how brand storytelling can translate across mediums.
Mix and Match Series
With only a few high-level aesthetic notes and a goal to create complementary yet distinct style directions, I developed a cohesive collection that mirrors the strategy behind a strong product line—unified, flexible, and visually compelling