Sidewalk Serenade

August 24, 2020

Client Project
August 2020

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Sidewalk Serenade
An invitation I designed for my neighbors, Barbara & George Gordon, who annually host a delightful tradition in our neighborhood. Every summer, they arrange for a small ensemble from the Grand Rapids Orchestra to serenade us in their front yard. The cards I created featured a touch of elegance with flashes of gold foil, adding a touch of bling, bling to the invitation.

+ Graphic Design
+ Creative Direction
+ Graphic Design
+ Print Management

ITHAKA S+R

April 10, 2020

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.

+ Design System
+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Graphic Design & Layout
+ Presentation Design
+ Infographics
+ Illustration

3DC19

April 7, 2020

Client Project
April 2020

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3DC19
During the 2020 pandemic, 3DC19 emerged as a response to the heightened demand for PPE among frontline workers. This initiative was prompted by disruptions in the supply chain caused by the U.S. stay-at-home order.
To tackle this challenge, a group of makers, creators, and volunteers based in West Michigan collaborated to print 3D face shields, ear savers and more. This collaborative effort brought together individuals with a shared objective to address the pressing need for protective equipment.

In this collaboration, my role involved assisting the 3DC19 team in crafting a logo, icons, and brand guidelines to enhance their visibility within their communities and on social media platforms. The group and I contributed time, materials, and resources to manufacture PPE equipment free of charge for frontline workers.

+ Brand Identity
+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Iconography

Brand Motion

January 12, 2020

Client Projects + Creative Musings
January 2020

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Brand Motion
These various logos and marks have been created by using simple motion design. Integrating subtle motion not only elevates the visual appeal of your brand but also contributes to narrating a captivating brand story, making it easier for your audience to relate and remember your brand.

Looking for assistance in establishing a brand or revitalizing an existing one, contact me!

+ Brand Identity & Animation
+ Creative Direction
+ Concept Development
+ Sketching & Ideation
+ Illustration
+ Motion Design

KitchenAid Coffee Drip

June 19, 2019

Client Project
June 2019

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KitchenAid Coffee Drip
Renowned as a leader in kitchen product design and innovation, KitchenAid stands as one of the most recognizable brands in the industry. Within their extensive product catalog, KitchenAid offers coffee makers that seamlessly blend innovative design with precision engineering, ensuring exceptional brewing experiences tailored to both casual coffee drinkers and connoisseurs. KitchenAid enlisted my expertise to visually illustrate their latest drip coffee maker, showcasing its innovative approach to evenly saturating coffee grounds.

Drawing from my comprehension of the innovative Spiral Head feature's functionality, I created a series of sketches to depict its role in ensuring consistent water saturation of coffee grounds for optimal flavor extraction. The project progressed through various stages, from discovery to concept sketching and ideation. Incorporating diverse perspectives, we determined the most impactful approach to illustrate the idea. This resulted in a straightforward line drawing with nuanced coloring and a phantom-style technical illustration.

+ Product Illustration
+ Research
+ Concept Development
+ Sketching & Ideation
+ Product Illustration

Ancestry DNA

April 15, 2019

Client Project
April 2019

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Ancestry DNA
Ancestry DNA offers a fascinating journey into one's past, using cutting-edge DNA technology to uncover ancestral origins and connections. By analyzing a simple saliva sample, Ancestry DNA provides individuals with detailed insights into their genetic ethnicity, connecting them with distant relatives and unraveling the mysteries of their family history. I worked closely with Ancestry DNA to develop a visual design system for their online products.

I led a comprehensive initiative to shape and establish a visual language for Ancestry DNA products. Employing an agile methodology, we navigated through stages of empathy, user interviews, research, illustration and iconography. The resulting visual design system adopted a conceptual and minimalist approach, enriched by overlaying the visual language on diverse human-centric photography.

+ Visual Design System
+ Concept Development
+ Illustrative Direction
+ Qualitative & Quantitative Research
+ Sketching & Ideation
+ Graphic Design
+ Illustration
+ Iconography
The image college shown is a representation of a 6-month coalesce of project artifacts.

Patagonia

January 2, 2019

Client Project
January 2019

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Patagonia
Patagonia, a renowned outdoor clothing and gear company, embodies a commitment to environmental sustainability and ethical business practices while offering high-quality products for outdoor enthusiasts. I was hired by Patagonia to create several sketches and illustrations based on their prompt, "Eat Local."

I created a range of concept sketches inspired by the "eat local" theme and collaborated with Patagonia, iterating until we achieved mutual satisfaction. From these skteched concepts, Patagonia chose a refined illustration titled "Eat Local, Watering Can," which was selected and printed on their tees.

Illustration
+ Concept Development
+ Sketching & Ideation
+ Illustration

Future State

September 6, 2018

Client Project
September 2018

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Future State
Future State was developed for the key stakeholders and the City of Grand Rapids, aimed to establish a council to facilitate engagement and foster connections between employers and employees within the AI economy.

The triangular mark used for Future State’s mark is derived from a segment of a square, symbolizing a map's grid system. The squares represented on a map serve as markers for finding distinct regions, such as Grand Rapids – serving as the the area where Future State resides. The sliced triangular segment of the square acts as forward momentum.

+ Brand Identity
+ Creative Direction
+ Concept Development
+ Sketching & Ideation
+ Graphic Design
This project was a collaborative effort, with Kevin White.

Nutrilite

August 7, 2018

Client Project
August 2018

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Nutrilite
Recognized globally, Nutrilite offers a range of high-quality vitamins, minerals, and dietary supplements designed to support optimal health and wellness. I was approached by Nutrilite to offer conceptual insights on visualizing their Traceability Process.

Upon understanding their Traceability Process, which extends from initial plant selection to the final Nutrilite product, I developed two concepts. One emphasizes the comprehensive nine-step procedure, depicting hands alongside specialized industry tools. The other focuses on individuals implementing the nine-step process in authentic settings.

+ Illustration Concepts
+ Creative Direction
+ Research
+ Concept Development
+ Sketching & Ideation
+ Refined Concept Sketches

The Highlands

January 5, 2018

Client Project
January 2018

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The Highlands
I illustrated a simple representation of the Highlands for owners Boon & Caro Sheridan. The architectural style of the church is a Victorian Gothic Revival, constructed in 1885, which now serves as their residence.

+ Brand Identity
+ Brand Identity
+ Illustration

Spectrum Health

December 13, 2017

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.

+ 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.

Fultonwood Type Foundry

September 19, 2017

Client Project + Product
September 2017

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Fultonwood Type Foundry
A small West Michigan type foundry, founded by Zac Freeland, a young enthusiastic graphic and type designer. He now is works for the Detroit Red Wings & Detroit Tigers as a graphic designer. Dream job!

I collaborated with Fultonwood Type Foundry to create an illustrative story highlighting their design process and homage to traditional typeface tools, echoing the stylistic elements of typefaces they craft.

+ Poster Illustration & Design
+ Illustration
+ Graphic Design
This poster is available for purchase in my shop.
The posters is paired with the typeface Bronkema designed by Zac Freeland. See more of his work on his website.

Pandas & Rainbows

September 16, 2017

Client Project
September 2017

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Pandas & Rainbows
A collective of modest independent illustrators, graphic designers, and developers, each with their unique talents, shared a common space and goal: to produce high-quality work for clients while also supporting one another. Like the collective, the mascots are bashful Pandas, which when joining together shoot ray of love, light and magic from their badges.

The mascots are a cross between a Care Bear and Panda. These fun mascots were made several years ago for P&R. These mascots where paired with the typeface SG Europa Grotesk No. 2 designed by Scangraphic.

Brand Idientity
• Creative Direction
• Concept Development
• Sketching & Ideation
• Illustration
The five members of this independent group where made up of designers, illustrators, web developers and game developers. The members of this independent group where:

• Kurt Devlaeminck
• Michael Nÿkamp
• Celeste Pretzel Ritsema
• Chad Ritsema
• Todd Ritsema

Edgewood Bakery

September 15, 2017

Client Project
September 2017

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Edgewood Bakery
A local bakery, owned and operated by Rita Selles. Edgewood Bakery curates a mix a delectable array of American classics and European-inspired desserts. Rita is an experienced baker who was taught baking from her mother’s kitchen, her years spent in France to her home in Grand Rapids, Michigan. She graduated from the Secchia Institute of Culinary Education for Baking and Pastry Arts.

The concept exploration aimed for a simple design that conveyed delectable while evoking a modern European-American vibe. Through careful consideration of color, typography, and minimalist illustration, the final result captured the essence of Edgewood Bakery's unique desserts and evoked the name of her business.

+ Brand Identity
+ Creative Direction  
+ Research
+ Concept Development
+ Sketching & Ideation
+ Graphic Design
+ Illustration
Photography by Otto Selles.
Interested in learning more about Edgewood Bakery’s delectable deserts, visit Edgewood Bakery.

St. Joseph City Hall

August 31, 2017

Client Project
August 2017

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St. Joseph City Hall
Thesis is a design agency nestled in St. Joseph, Michigan, their process is embodied in their name and distinctive approach. Collaborating with a diverse clientele spanning from startups to Fortune 100, they craft innovative solutions tailored to each client's needs. Among their clients was Old City Hall, the very building that housed their business. Thesis approached me to lend a hand with their branding endeavor.

I was asked to develop a minimalist illustration of the Old City Hall. The subsequent work was completed by Thesis and integrated into comprehensive branding system and wayfinding signage for the building.

+ Brand Identity
+ Sketching & Ideation
+ Illustration
This project was art directed by Thesis.

House Books

February 3, 2017

Client Project
February 2017

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House Books
I collaborated with AP&B (American Print & Bindery) on numerous projects, including the production of a diverse range of notebooks tailored for different audiences, such as Enré and Nelos Sketch Books. Notably, one of their flagship products is Vela, a specialized lab notebook designed for researchers within the scientific industry, marketed under the brand name Vela Sciences®.

House Books was an endevor focused on notebooks tailored for writers. My involvement included the development of its logo. Leveraging its literal name, I employed simple line resembling a roof to aptly symbolize House Books. I paired the mark with the typeface URW Bodoni designed by Giambattista Bodoni from URW Type Foundry. To amplify its impact, the selected typeface letters where adjusted to align and suit the upper and lower words of House Books to augment its visibility and presence.

Brand Identity
+ Creative Direction
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustration

Nook Real Estate

January 20, 2017

Client Project
January 2017

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Nook Real Estate
Nook Real Estate, nestled in the heart of Newport Beach, California, epitomizes modernity in the realm of real estate. With a team of astute industry leaders, they specialize in handpicking lifestyle properties that captivate discerning buyers. I've was hired by Nook to craft simple illustrations showcasing the diverse architectural styles of California, enriching their marketing arsenal with visual allure.

Employing my minimalist illustrative approach, I visually captured 20 distinct architectural styles. These illustrations were subsequently compiled into a poster, presenting a comprehensive showcase of the diverse spectrum of architectural designs found in Newport Beach, California.

Illustration & Graphic Design
+ Creative Direction
+ Research
+ Sketching & Ideation
+ Graphic Design
+ Iconography
This poster is available for purchase in my shop.

Michigan Wheel Marine

December 26, 2016

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.

Project Background:
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.

Logo Direction:
The logo direction was shaped by restricted research, as the client was unwilling to invest in what they perceived as unnecessary expenses. I hate to say, “I told you so.” Some companies do not like spending money on important research. Since this was the reality of this project, I spent time on preparing a basic questionnaire to understand the company, its market segments and competitor analysis. This limited research revealed a desire to differentiate from competitors and avoid the common propeller motif. I felt my approach was unique, drawing from their company's rich history, engineering expertise, and providing precision handcrafted propellors.

During my exploration phase, I focused on incorporating marine motifs. I used a boat bow with the addition of two flowing lines (acting as a flag), these two combined elements created a badge. I chose a bold typeface, Acumin Variable designed by Robert Slimbach from Adobe Originals to commitment the logomark. With the additional of color, reflecting a nautical theme I added depth to the mark to give it presence. Also, by angling the logo I created a sense of movement, making it feel more modern and energetic. The final execution integrates the logomark (badge) and logotype (company name) to reflect the company's experience, excellence and superior products.

Even though the stakeholders didn't see this as the right direction, it was just one of my approaches that I believed aligned with their needs based on the research conducted.

+Brand Identity
+ Creative Direction
+ Project Management 
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustration

Mitten State

December 21, 2016

Client Project
December 2016

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Mitten State
A few of MI (my) favorite things. A mark with custom hand type created by my wife and I for a our children’s school auction—auctioning authentic Michigan paraphernalia. The letterforms in this mark have been custom-designed to fit snugly into the mitten.

+ Brand Identity
+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustration

SpartanNash

December 12, 2016

Client Project
November 2016

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SpartanNash
Headquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.

Using a guided design approach, I explored SpartanNash's key environmental impact areas of Social and Environmental Responsibilities, delving into each segment to narrate their entire sustainable journey. Through the strategic use of storytelling, we intricately wove together their core values, showcased their diverse capabilities, highlighted community engagement efforts, and underscored their unwavering commitment to environmental responsibility. This narrative was brought to life through a blend of design elements, compelling visuals, and informative infographics, culminating in a comprehensive sustainability report.

Brochure Design & Layout
+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Graphic Design & Layout
+ Photography Art Direction
+ Infographics
+ Illustration

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__Brand MotionThese various logos and marks have been created by using simple motion design. Integrating subtle motion not only elevates the visual appeal of your brand but also contributes to narrating a captivating brand story, making it easier for your audience to relate and remember your brand.

Looking for assistance in establishing a brand or revitalizing an existing one, contact me!

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__Future StateFuture State was developed for the key stakeholders and the City of Grand Rapids, aimed to establish a council to facilitate engagement and foster connections between employers and employees within the AI economy.

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__Nutrilite Recognized globally, Nutrilite offers a range of high-quality vitamins, minerals, and dietary supplements designed to support optimal health and wellness. I was approached by Nutrilite to offer conceptual insights on visualizing their Traceability Process.

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__The HighlandsI illustrated a simple representation of the Highlands for owners Boon & Caro Sheridan. The architectural style of the church is a Victorian Gothic Revival, constructed in 1885, which now serves as their residence.

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__Fultonwood Type FoundryA small West Michigan type foundry, founded by Zac Freeland, a young enthusiastic graphic and type designer. He now is works for the Detroit Red Wings & Detroit Tigers as a graphic designer. Dream job!

I collaborated with Fultonwood Type Foundry to create an illustrative story highlighting their design process and homage to traditional typeface tools, echoing the stylistic elements of typefaces they craft.

Service:

Tasks:

Buy this Poster:

Attribution:

The mascots are a cross between a Care Bear and Panda. These fun mascots were made several years ago for P&R. These mascots where paired with the typeface SG Europa Grotesk No. 2 designed by Scangraphic.

Service:

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Attribution:

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Note:

I was asked to develop a minimalist illustration of the Old City Hall. The subsequent work was completed by Thesis and integrated into comprehensive branding system and wayfinding signage for the building.

Service:

Tasks:

Attribution:

Service:

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Services:

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Buy this Poster:

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.

Even though the stakeholders didn't see this as the right direction, it was just one of my approaches that I believed aligned with their needs based on the research conducted.

Service:

Tasks:

__Mitten StateA few of MI (my) favorite things. A mark with custom hand type created by my wife and I for a our children’s school auction—auctioning authentic Michigan paraphernalia. The letterforms in this mark have been custom-designed to fit snugly into the mitten.

Service:

Tasks:

__SpartanNashHeadquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.

Service:

Tasks:

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Future State
Future State was developed for the key stakeholders and the City of Grand Rapids, aimed to establish a council to facilitate engagement and foster connections between employers and employees within the AI economy.

__
Nutrilite
Recognized globally, Nutrilite offers a range of high-quality vitamins, minerals, and dietary supplements designed to support optimal health and wellness. I was approached by Nutrilite to offer conceptual insights on visualizing their Traceability Process.

__
The Highlands
I illustrated a simple representation of the Highlands for owners Boon & Caro Sheridan. The architectural style of the church is a Victorian Gothic Revival, constructed in 1885, which now serves as their residence.

__
Fultonwood Type Foundry
A small West Michigan type foundry, founded by Zac Freeland, a young enthusiastic graphic and type designer. He now is works for the Detroit Red Wings & Detroit Tigers as a graphic designer. Dream job!

__
Mitten State
A few of MI (my) favorite things. A mark with custom hand type created by my wife and I for a our children’s school auction—auctioning authentic Michigan paraphernalia. The letterforms in this mark have been custom-designed to fit snugly into the mitten.

__
SpartanNash
Headquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.