Decibel is an electronic art and music festival in Seattle. I created an ad campaign as well as merchandise and guerilla marketing. The goal of this school project was to create buzz for the festival and make sure those interested in attending would find out about the shows and want to buy tickets. After researching the event’s history and target market, I created a logo and ad concept. Drawing from the experience of attending I reimagined the laser light shows and created illustrations to visualize the music.
A new coffee cup design is used at a local shop each day, first just patterns, then a list of artists and DJs and finally it's revealed that it's for the Decibel Festival
Decibel Festival Promo video
Using the "Reply Yes" platform I along with Jeff Dull and Vaughn Meldrum created a brand that sells curated baby items through SMS. Wallaby texts customers curated goods they can purchase by simply replying YES. As baby grows Wallaby shares products that are perfect for baby’s stage, books to aid in learning, clothes that keep them stylish and toys to entertain. After extensive research on our target market I created personas and empathy maps. We then created an onboarding experience to better get to know our customers' style, taste and budget.
For the website I kept the colors happy and bright, but stayed away from the typical pink and baby blue. I designed playful background illustrations for the landing page and chose typefaces both clean and personal.
I joined the Art Direction team that shaped the look and feel of the new Microsoft Edge browser as it began its move to Chromium. My projects included creating logos and icons, as well as designing marketing and UI. Here is some of my work that I can share.
I created icons for Edge presentations for this spring’s Build Conference, designed an identity and collateral for Edge’s Hackathon event, Hack Edge. In addition, I worked with the Microsoft News team on the new MSN Kids logo and created a suite of icons for their Horoscope page.
Washington State Ferries Re-Brand
Washington State Ferries is a vital mode of transportation in the coastal Northwest. Collaborating with Lauren Haynes at Seattle Central College we did extensive research and wrote a creative brief to re-brand WSF with a clean, bright logo and identity system that commuters and tourists can relate to while emphasizing its position as a reliable government agency. The abstract sun and waves in the pictorial mark that I designed also alludes to an abstract fish and the waves are threaded through the brand. I illustrated three of the ferries, showing how environmental graphics would be applied. I also used the ferries to create a pattern for merchandise to further the brands’ friendly character.
A Poster a Week
I created a poster a week during the winter quarter. It was a fun challenge. I re-designed an existing poster for a local production of Romeo and Juliet. The challenge was to avoid cliches, while also not alienating peoples' ideas of what the play is about.
My second poster represents the Deadly sin of Pride and features Mussolini atop the world with a red ball indicating the power he wields.
Finally, I designed a poster for a real Craigslist ad. My ad was for a musical toy called Bing Bong, a character in the movie Inside Out.
Given the opportunity to create our own magazine, including a complete issue, was an exciting challenge. I knew right away that I wanted to celebrate Canadian Art and Design. My roles included: Art Direction, layout design, typography, branding, editing and copywriting. I strove to create a colorful and clean magazine that lets the art and design shine and a wordpress website that is full of content and easy to navigate.
Scuttlebutt Design Contest Winner
Each year at Seattle Central Creative Academy all second year students in the graduating class design a beer label for a seasonal beer created by Scuttlebutt, a craft brewery in Everett, Washington. In 2017 the beer was a summery Pineapple Hefeweizen and my label, with abstracted pineapple wedge illustrations was chosen by the brewery for its shelf presence.
Seven Regions of the U.S.A.
The New York Times published an article about the regions of America and described the way in which seven regions of the country are more aligned than the states themselves. Jenni Sands and I did extensive research on each region including climate, flora, fauna, industry, geography and geology.
We focused on industry's role in differentiating the areas, for example the Pacific Coast region relies a great deal on industries relating to being along the ocean, fishing, shipping etc. Likewise each region has extraordinary natural distinctions in their geography and weather. I created a system of logos, which we both designed. Each includes two industries and one physical characteristic to celebrate the regions. In doing so we used off-white, black, a color and its tint. In creating the posters that pair with each region we selected buildings of cultural and visual interest. Using the late 1960s and 1970s as inspiration, we designed optimistic and colorful posters for each of the 7 regions.