Context
Visual Identity

Client
Varied

Dates
2014–2020

Deduction
Varied clients come to me with unique needs. Patterns emerge and I am able to form an identity that is as unique as their company. 

Brands featured are as follows:

1. Art Neue, an art community.

2. SecureSet, a cybersecurity academy.

3. Lashing Out and Nailing It, a lash and nail salon.

4. Sparc+, an architectural firm.

5. Legacy Healing, a chiropractic center.

6. Ensa, an online jewelry shop.

7. Gogy, an education collaboration software.

8. DCVF, a student-run venture fund at CU Boulder.

9. Salty Lash & Co, a skin, massage, brow and lash salon.

Context
Print Identity

Client
Academy of Art University

Date
2011

Details
Bold, conservative, modern, simple, clear, youth, freedom, heart, foundation, red, elephant, embrace.

Deduction
The facts revealed a case of a missing heart and a misguided focus in the republican party. The clues were found in the strength of heart in the elephant, in the color red, and in patterns that create an environment of freedom, transparency and camaraderie. 

A logo was created that retains the roots of the party, but stands tall and youthful instead of hunched and set in old ways. The star speaks of freedom and of thinking forward. The eye represents wisdom and heart. 

Brand guidelines were formed to not only guide people in the use of the logo, but to establish the newly founded concepts of heart and freedom in the party. 

Promotional items included a game of Stratego for working together with democrats and a distinguished necktie with the pattern of the party. 

Context
Print identity

Client
Academy of Art University

Date
2011

Details
Vintage, color, hand, imperfection, hipster, independent thinking, pinhole cameras, sunglasses, progressiveness, art, indie-rock, creativity, intelligence. 

Deduction
A pattern emerged that revealed the case to be a brand forgotten. The clues were found in hipster culture, soft color, and progressive art. The result unfolded as a logotype that literally turns backward while moving forward, soft and bold stationery, and a pinhole camera. 

The pinhole camera is the packaging for a pair of modern sunglasses. Old meets progressive.

The logotype can be simplified to simply a shutter in different design situations.  

Context
Print varied

Type
Academic of Art University

Date
2009

Details
Dark, humor, wallpaper, old hotels, blood, weapons, intelligence/and lack of, illusions, the things you can’t see get you into trouble. 

Deduction
Through a thorough examination of the facts, it became evident that the case involved the infamous Coen Brothers. The clues were found in old hotels, the things you can’t see, and dark humor. The movies inspired a collection of festival items that promoted a dark and twisted body of film work. Old and creepy hotels with smatterings of blood and humorous cows (from left field) inspired the design of the festival items. It’s the things you can’t see…

The festival title was revealed as twisted and perfectly captures the dark humor in the Coens’ films. The logo plays with this concept by incorporating a gun that twists in the wrong direction. In coen films, there is always a surprise or a twist that comes out of nowhere and the target is missed for someone or something else. 

A festival guide was created to provide festival participants with an agenda and description of the films being shown. Utilizing illusions, the guide seeks to engage the viewer in seeing the unseen. 

Tickets, a map/brochure, and small wayfinding posters contribute to an ad hoc/choose your own adventure experience. Films were planned throughout the city, and depending on the choices of the festival participant, they would be led to the appropriate film. No two festival experiences would be alike and the journey was meant to wind and twist through the host city.

Promotional items included a set of DVDs, a small and personal zoetrope and a pack of lightbulbs. The zoetrope uses film strips of key moments in the films such as a car driving into the distance of ____ and a guy falling to his death in ___. The lightbulbs emulate the “old creepy hotel” stylization of the films but also show the Coens to be a pair with endless bright ideas. The DVDs of the festival films were packaged in a long hardbound case.