The concept for this book communicates the ongoing obsessions and fears of an OCD sufferer. The clean design has a clinical look, while the exposed grid reassures the reader everything is aligned. The page numbering system allows the reader to count all of the pages, and easily locate which one they are on. The simple 4-column grid provides a uniformed system of organizing the information, and the dot repetition symbolizes the mellow obsession contrasted to the type symbolizing the heightened obsessions.
Longshot is a national competition that allows home brewers to submit their beer for a chance to win a spot in the annual mix pack.
The concept I developed for this collection was around that of a "mad scientist". I developed the concept to highlight the lengths home brewers go to brew their own beers. To develop the characters, I supplied the brewers with a question sheet to help determine the details that would go into their individual illustration. For example: Tim said his Raspberry Weisse tasted like battery acid before adding the raspberries, so his character is jump starting the raspberry as if it were a car battery. They were all then placed into a home brewing scene. For this year, we chose a garage with the plan to expand to basements, kitchens and driveways for future years.
*This was a collaborative effort and final pack designs were done by a team member.
A collection of commercial photography work.
I feel with a proper diet everyone can be their best self, therefor I chose to focus my thesis efforts around food. A proper diet can be unattainable for many people, and City Farm is a solution to that problem. It is truly a food-centered, community-driven retail environment.
I learned that City Farm needed to be a celebration of food to make it special. Overall, the research taught me what was lacking with our current food system was complex, and this helped me to develop the multiple programs that run a City Farm.
City Farm is a community and food centered retail experience, and the overall concept highlights this in a number of ways. The look and feel of all of the pieces are hand-crafted, un-polished, relaxed and “earthy”. By designing a custom typeface, designing food packages to educate, and developing programs centered around food, the concept comes through on many different levels. All of the pieces are used for function and to easily help the shopper create meals, learn about nutrition, or to simply have a shopping bag with a fun message.
Twisted Lemonade is a brand extension off of the Twisted Tea line. The goal was to establish elements that work across "twisted" as a whole, and also elements that work specifically for each of the "tea" and "lemonade" brands individually.
While developing the character for lemonade specifically, I began with research into the type of lemonades we currently have in market. We have very sugary drinks, smooth homemade tasting drinks, and the alcohol versions which are typically harsh, and sugary. Since Twisted Lemonade tastes like homemade taste, I wanted the look to convey an "old country time lemonade" feel, which is calm, relaxed, refreshing, but not too wholesome or feminine. I also had to be sure it is easily seen as an alcohol beverage, and not a typical lemonade juice drink. Adding the painted wood gives the dominant yellow coloring a bit more dimension, and the type is hand painted to look imperfect, but clearly painted by an adult. The wood and lettering allows us to follow through with the "adult lemonade stand" concept across promotional pieces.
The concept of the book was based on William Klein's shooting style. The design of the book compliments his “in your face” style using type, grid and imagery to mimic the emotion in the photographs. Type invades photos, colors are bold, images are grainy, and overall the book feels slightly uncomfortable to thumb through due to the overly large and cut off type.
The objective of the re-design of these pack wraps was to convey freshness while still maintaining our billboard on shelf. After looking into many types of "fresh" variations I settled on using splash photography to bring an element of movement and freshness into the static packs.
I set up comped mocks and used those to direct the hired photographers to the exact type of structure that we were aiming for. The process of capturing water in the perfect splash around our product was difficult and expensive, so a solid pre-approved plan was necessary. The use of the splash went over well with our consumers, and worked as a versatile element during our full brand re-design.
Part of the work I produce in my business is designing branding kits for small businesses. I take great pride in collaborating with small business owners who are looking to refresh, or kick start a new business with a solid branding system. My goal is to provide the business owners with a brand system they develop along side me, that will allow them to easily use with many future projects with the same cohesive brand.
Photography—Business & Personal
This collection is a mix of wedding and lifestyle photography, as well as personal gallery pieces for sale. Unless commissioned otherwise, I photography with more of a raw, unfiltered approach. I prefer to set the scene minimally, look for the best directional light and make my subjects feel at ease to get their best personality in the photograph.
I’m most inspired by moody directional light, exploring shutter speed output and capturing the scene in a way beyond what I can see with my eye in a live environment.