Creative Musing
December 2023
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Flagship
Wordmark for Flagship. The typeface I used is Good Headline Pro designed by Łukasz Dziedzic from FontFont.
Land of Mass Shootings
Creative Musing
October 2019
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Land of Mass Shootings
Too many shootings this weekend. Upon reflection and observation, I've depicted that the stars on the American flag bear a resemblance to bullet holes.
We Are Better Than This
Article + Creative Musing
June 2018
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We Are Better Than This
The words by Rep Elijah Cummings in 2018 stuck me, “We should all be able to agree that in the United States of America we will not intentionally separate children from their parents. We will not do that, we are better than that!” Our national policies affect our national symbols. What once signified freedom to the world, now represents imprisonment for the vulnerable. Using the US flag as a symbol, I deconstructed it, transforming its stripes into bars and its stars into razor wire.
A Country For All
Creative Musing
January 2018
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A Country For All
“Give me your tired, your poor, Your huddled masses yearning to breathe free, The wretched refuse of your teeming shore. Send these, the homeless, tempest-tossed to me, I lift my lamp beside the golden door!”
Michigan Wheel Marine
Article + Client Project
December 2016
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Michigan Wheel Marine
Navigating client relationships can be complex, much like an experience I had with Michigan Wheel Marine (now named Michigan Wheel), a former client based in Grand Rapids, Michigan. Established in 1906, they have a rich history and maintain a strong reputation for handcrafting propellers celebrated for their unparalleled performance.
When Michigan Wheel Marine sought my services to develop a new brand identity for their company, I was initially unaware of the internal conflict and power dynamics at play within the organization. So like any beginning of a project, I dove in and began to work closely with the internal team and their global partners. It soon became evident that there was internal and partner conflict regarding how they defined their brand and how customers perceived them. Unfortunately, their ongoing disagreements only complicated my efforts to provide them with sound advice and develop a meaningful brand identity.
Instead of wanting to gain an understanding of their market and customers, they created internal alignments that swayed what they felt was their brand. Never considering my advice for thoughtful research and interviewing to understand their business, market, and customer perceptions.
Reflecting back on this situation, I wish I had been more direct with them, though I'm uncertain if that would have helped. It's unfortunate that they relied on internal alignments to assert what they believed was right, overlooking the importance of thorough qualitative and quantitative research. Missing this important step, they overlooked valuable insights that would have helped me shape their brand more effectively. Research should always play a crucial role in uncovering customer needs, preferences, and perceptions, ultimately guiding an effective brand strategy.
The result of neglecting this essential step, Michigan Wheel Marine missed out on opportunities to differentiate themselves and resonate with their target markets and consumers. Unfortunately, this led to the termination of our working relationship, as they sought a design studio that would simply comply with their instructions without prioritizing strategic research and insights.
The image above was just one of my takes on a logo designed for Michigan Wheel Marine. The logomark (combination of a badge and flag) is paired with the typeface Poppins designed by Jonny Pinhorn and Ninad Kale, from Google.
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+Brand Identity
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+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustration