Creative Musing
January 2022
Become Mark Exploration
Client Project
October 2019
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Become Mark Exploration
I was hired by Become to develop their brand messaging framework and new identity. With the first phase completed we had language that helped create these concept marks. While the new identity has not launched, I wanted to share these initial concept explorations—the good, the bad, and the ugly. Not all of these explorations were shown to the client, but they all played a crucial part in shaping the final brand identity.
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Brand Identity
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+ Creative Direction
+ Concept Development
+ Sketching & Ideation
+ Illustration -
View the completed Become Identity.
ITHAKA S+R
Client Project
April 2020
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ITHAKA S+R
Dedicated to supporting higher education's digital transformation, ITHAKA S+R is a nonprofit conducting research, offering strategic guidance, and providing consulting services. Working closely with ITHAKA S+R, I revamped and modernized their existing design system, creating a beautiful and distinctive visual identity.
ITHAKA S+R enlisted me to modernize their design for reports, presentations, and infographics, emphasizing enhancements in design, color, and typography within a clear and comprehensive design system. The project had strict requirements, including adherence to brand guidelines, consideration of color blindness and visual impairments, and the need for distinct visual cues for various document types. Additionally, staff needed the capability to create or update all redesigned materials. After research, it was determined that Google Workspace (Docs, Slides, and Sheets) would be the optimal solution for creating these materials. The result was a unified design system that stayed true to ITHAKA S+R’s brand guidelines while providing a distinct visual identity for educational research materials and presentations.
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+ Design System
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+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Graphic Design & Layout
+ Presentation Design
+ Infographics
+ Illustration
Aggressive Bulls
Creative Musing
December 2019
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Aggressive Bulls
Exploring different simplified bull illustrations, the right emulates cave paintings while the other adopts a sleek minimalist approach.
Illustrious Peacock
Creative Musing
November 2019
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Illustrious Peacock
Fun illustrative exploration, though it was difficult to get the tail feather effect I wanted.
Space Invaders
Creative Musing
August 2019
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Space Invaders
These illustrations were explorations of hand location/position while holding a phone. It was boring with blank screens so I added the vintage Apple logo and Space Invaders.
Google Doodle Blocks
Creative Musing
December 2017
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Google Doodle, Building Blocks
My idea of writing 'Google' with building blocks came from playing with my two kids and their wooden blocks. We were using a set of primary color blocks, and the colors and shapes reminded me of Google. This inspired me to use the blocks to create an abstract version of Google's wordmark.
For nearly two centuries, wooden building blocks have been a common presence in children's playrooms (and for the adults who join in), enriching their playtime experiences. In the 1800s, German education pioneer Friedrich Fröbel crafted wooden block set, laying the groundwork for his innovative approach to early childhood education. Fröbel, renowned for inventing "Kindergarten," revolutionized the field and his educational concept remains influential today.
Spectrum Health
Client Project
December 2017
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Spectrum Health
A prominent healthcare provider dedicated to delivering exceptional medical services and improving community health, Spectrum Health (now Corwell Health) plays a vital role in enhancing the well-being of individuals across various West Michigan. Working alongside a team of engineers and developers, I helped design and develop functional prototype application named My Chart.
The application catered to both new and returning patients of Spectrum Health facilities, offering features such as iPad-based check-in for hospital and doctor appointments, seamless access to medical records, and entertainment options. This endeavor required a strategic approach, including the use of personas, iterative wire-framing, and meticulous design iterations to craft a compelling and user-centric digital journey for patients.
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+ Customer Journey Storytelling
+ UX/UI Design -
+ Design Direction
+ Qualitative & Quantitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustrative Storytelling
+ User Experience -
This project was developed in collaboration with Mutually Human.
Red Headed Finch
Red Headed Finch
September 2017
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Red Headed Finch
Minimalist study on this Red Headed Finch.
Weekend Exploration
Client Musing
September 2017
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Weekend Exploration
Fun exploration with typeface and illustration this weekend.
CAT Footwear
Client Project
August 2003
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CAT Footwear
While employed at Designvox I helped create the photography concept direction for Cat Footwear. Cat Footwear is a renowned brand recognized for its rugged and durable footwear designs, built to withstand tough environments and provide exceptional comfort and protection. With a legacy rooted in craftsmanship and innovation, Cat Footwear continues to be a go-to choice for individuals seeking reliable footwear for work and leisure alike.
This project faced a distinctive challenge, CAT footwear had been successfully manufacturing high-quality construction boots for 20 years, primarily catering to masculine construction workers. However, new customer demographics emerged, as women and teenagers began to purchase their rugged boots. Armed with this information, I produced some of the photography concept directions. The selected photography approach showcased consumers wearing CAT's footwear, focusing specifically on their CAT boots as they engaged in various activities within diverse environments. This concept resonated with our clients, aligned with consumers, and fit the demographics without being overtly masculine or feminine.
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+ Photography Concept Direction
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+ Concept Development
+ Sketching & Ideation
+ Photography Direction -
This project was a collaborative effort while employed at Designvox.