In Spring of 2015, I created the branding and a marketing-focused landing page for LiquidLab, a concept cold-pressed juice bar. The project was a part of a Visual Design intensive at General Assembly.
Health-minded, urban professionals (mostly female in their early thirties to mid-forties) were defined as the target audience. The design needed to reflect a high-end, boutique experience. The landing page featured a customizable section so juice recommendations could be tailored to the taste preferences and health goals of each customer.
The campaign included mood boards, logo explorations, low- and high-fidelity comps. Three directions were explored; each identified by a flavor (mint, ginger, honey). The chosen direction was designed to work across three different breakpoints.
Role: Visual Design Instructor: Ivan Freaner / General Assembly Project: LiquidLab
Cohen’s Fashion Optical
Cohen’s is an eyewear retailer that was established in New York City in 1927. It has 100+ locations in six eastern seaboard states including New York, Massachusetts, New Jersey, Connecticut, New Hampshire, Florida, plus Puerto Rico and offers on-premise eye exams with board-certified optometrists.
At CFO, I worked both independently and collaboratively to solve creative challenges involving all aspects of promotional campaigns. Following are some examples:
Print Collateral. I was tasked with refining the look of the business cards starting with the Chief Marketing Officer. The palette of the existing card was simplified to black and white, with accents of gold, ruby red and emerald green. Photographic, patterned and typographic directions were explored. I kept the style in line with the newly refreshed website and thought about how the design could be applied across other marketing materials for members within the organization as well as its external franchisees. The typographic direction was selected for the final.
Digital Banners. Multiple size banners were designed/ produced for their Danbury, CT location. The banners were tested using both a male and female image. In a one month span, the banners utilizing the female image rendered a slightly higher click-through rate.
Store Stanchion/ Email Template. A look, featuring a fashiony portrait, bold typography and warm, pink background, was utilized for a ‘Buy One, Get Two Free’ special offered in Boca Raton and Broward County stores for Spring. It was applied to store signage and email template.
Proposed Store Windows. CFO was interested in creating a seasonal window display to highlight the brand’s personality, turn the heads of passersby and draw in more foot traffic. In this proposed direction, the tone was masculine and slick (Hugo Boss meets Ray Ban). The messaging, arranged in an eye chart configuration, was applied onto the window exterior. This messaging could vary slightly from store locations (‘Be Cool’ featured here, ‘Be Hip’/’Be Bold’ were alt options). Tinted film was applied to the interior side of the windows to mimic the film on sunglasses (teal featured here, also available in orange and yellow). Oversized photography, mounted on light-weight foam core, was suspended from the ceiling with beaded, silver chains. Featured products were displayed at the front of the store on simple, ebony shelving with spot lighting.
Role: Design Art Director: Asya Blue
From January 2016 to June 2017, I worked as a graphic designer for BODUM®, a global housewares company. I collaborated with sales, marketing and retail managers to produce logos, advertisements, web banners, presentation material, event and store signage from design to delivery. Here’s a sampling of a few:
Cold Brew logo design. The directive was to create a logo with an American crafts feel and to highlight the popular “Cold Brew” process. I started with an existing product illustration and reduced it down to its simplest graphic form. The window of the product functioned as a staging area for the typography including the product name, brew time and coffee steps. The design was used as a window decal for BODUM® Café.
Below the chosen logo are alternate design proposals (“Ice Brew”, shaped like a vintage label, the circular option, “CB”, with crisscrossing straws reminiscent of hockey sticks and “Bean Ice”, in a simple coffee bean shaped configuration).
Hospitality brochure. This 64-page catalog focused on products for the hospitality market. It showcased coffee and tea makers, drinkware and table top collections, as well as outdoor and in room products. Slightly more luxurious in feel than the standard catalog, it was created in a 8" square format and printed on a quality, uncoated stock.
Placemat pattern. I was asked to design a geometric pattern for a silicone placemat which could fit inside one of BODUM®’s wooden serving trays. The chosen pattern (origami folds) and other proposed patterns (flutter, deconstructed pinwheels and honeycomb) are featured here.
Trade show signage. I created the BODUM® signage for the 2017 International Home and Housewares Show in Chicago. It included exterior booth posters, interior walls featuring 3D type with room for product placement, layouts for the interior light boxes and hanging textile banners for booth interior. The one featured here is the booth exterior back wall which included shots of the BODUM® Cork Pour Over Collection.
Holiday pattern / Retail signage. For the 2016 holiday season, I was asked to create a pattern to apply to BODUM® products. The theme was “copper” to promote the BODUM® copper product line. I did an illustration of a BODUM® Barcelona spoon and repeated it in a circular pattern to create a snowflake. The snowflake was repeated and some were varied in size to create visual depth. The holiday pattern was applied to an array products (napkins, mugs, kitchen towel, apron, grill gloves) and was incorporated in ads, signage and web banners. This particular sign was created for Macy’s Herald Square.
Retail display. I proposed shelf headers with messaging for a Meijer retail display. The goal was to emphasize the customer’s ability to craft coffee in their own kitchen. The selected design uses a weathered wood background to give it a craft feel and features the iconic Chambord French Press. I used an existing pattern of BODUM® products for the backdrop. The colors were adjusted so the pattern would function more as a texture and would compliment the colors present in the shelf header art.
Social Imperium is a New York / Palm Beach-based integrated marketing communications firm. They recently changed their name to Partnered With Purpose to highlight their dedication to linking their clients to positive, social causes.
They tasked me with the redesign of their logo, print collateral, event t-shirt, social media and website banners. Following is an outline of the rebranding process:
Research. I first gathered and presented the logos, social media and website landing pages of their top aspirational competitors and compared these to components of their existing brand. The client and I reviewed both the visuals and tone of the messaging for each. Featured here is the competitive overview page from my initial presentation.
Mood Boards. Next, I created mood boards to depict the ideal look and feel for the brand. Color, type and photography were explored to determine what would resonate the most with the client. Featured is the chosen direction (mood board titled Circles).
Logo Development. The logo for Social Imperium was illustrative and resembled a coat of arms. The client wanted a more modern, approachable logo for Partnered With Purpose. I explored several directions to visually represent the new name including a target, interlocking letters, simplified puzzle pieces, a handwritten monogram and a graphic letter lock-up. Both positive and negative / black and white options were presented. The graphic letter lock-up was selected and color variations and logo formats were created.
Print Collateral. Business cards, envelopes, stationary with a second sheet and an editable business proposal template were designed with the approved logo.
Event T-shirt. A simple t-shirt was designed for PWP events. The message “Creating positive change one project at a time” was placed on the t-shirt front and a large PWP logo was placed on back. @PartneredWithPurpose appeared below the logo.
Social Media and Website Banners. Banners were created for the multiple social media channels. Featured here are ones for Facebook, LinkedIn, Twitter and Instagram. Photography was supplied for the first 12 Instagram squares with recommended content. The main banner for the website introduced the new company name and logo and indicated that the company services remain the same.
Brand Guidelines. Upon completion of the project, a concise set of guidelines was provided to ensure consistency across future deliverables.
Role: Design Client: Jewel Clarke
Eddy Out Productions
Eddy Out Productions is a New York-based film and TV Production Company. I helped to promote their current feature film, Black Flowers, which appeared at the prestigious SITGES Film Festival in October 2018. View SITGES website.
Pressbook. To help garner interest from news media, I designed a 28-page press book which highlighted the movie synopsis (short, medium, long formats), biographies (cast, creatives, producers, director), Top FAQs (Martin Gooch, Writer/Director/Producer and Krista De Mille, Lead Actor/Producer) and production images. Both digital and printed versions are available.
Stickers. I was tasked with designing a sticker that was placed on promotional materials. The sticker incorporated type with gas mask iconography on a vivid yellow background. It featured the name of the lead male actor, who is originally from Barcelona, Spain.
Trailer Titles. I also designed original titles for the trailer with a textured feel that again brought the Black Flowers’ post-apocalyptic world into focus. View trailer now.
Logo. A few details were considered in the development of the “Eddy Out” mark. The client has an ongoing passion for water. Many of her earlier projects, including H20 Manifesto, Undiscovered Amazon and The Serpent of Gold (which she produced in collaboration with Paddling with Purpose), have water issues as the central theme.
Wave imagery was an obvious choice. The color palette also reflects the element of water. The company name was set in “American Typewriter”. This font was used to represent writing and reinforces storytelling as an essential aspect of the creative process.
Business Cards. Lastly, I was tasked with the creation of business cards which were needed for networking at film festival events. Two cards were designed: one to emphasize the client’s production role; the other her acting role. The background color of each utilizes a shade of blue from the “Eddy Out” wave.
Role: Design Client: Krista De Mille / Producer / Actor Photos: Courtesy of Black Flowers Film Pressbook Cover Art: Martin Gooch with the help of Dmitri Tikhomirov Black Flowers Logo (Pressbook/Trailer): Territory Studio
In December of 2014, I did the branding for the Wertheimer Center for Functional Medicine. David Wertheimer is a Board Certified Cardiologist / Internist, FACC, FACP who uses a functional and integrative approach to find and treat the cause of disease rather than just its symptoms.
The campaign included development of a logo (both a stand alone mark and a mark with a type lockup), social media banners, business cards, letterhead, envelopes and proposed holiday card. Initially, the campaign was designed with changeable photography and color palette to represent the four seasons.
The logo incorporates a “W” for “Wertheimer” which is repeated to represent the doctor's 360 degree approach to diagnosis and treatment. These “W”s connect and form a star shape in the center. Stars represent light in darkness, navigation, wishes coming true, success and good health.
Alternate logos were also explored. One represented balance. The others were simple, typographic solutions.
In August of 2015, I was tasked with the redesign of graphics for a client presentation deck. The client was a Luxury PR firm that specializes in travel, real estate and food and beverage sectors. The first proposed graphic was “Client Retention”. The cross section of a tree log was the inspiration. Trees are a metaphor for growth and longevity. The rings in the cross section of a tree represent age; each ring represents a year.
The second proposed graphic was the “Campaign Release”. A hexagon shape was used to illustrate the multiple facets involved in crafting a strategy. Three sections were highlighted to represent each phase of the release.
Alternate designs were explored for both. The original titles, content and color palette have been modified for web viewing.
Role: Design Client: Luxury PR firm
Pure Tea logo design. The directive was to create a logo with an American crafts feel to echo the style of the “Cold Brew” logo. I started with an existing product illustration, reduced it down to its simplest graphic form and rounded some of its square edges. The window of the product functioned as a staging area for the typography including the product name, brew time and tea steps. The final design was used as a window decal for BODUM® Café.
Tea labels. I was tasked with the refresh of BODUM® 2016 Christmas tea labels: Orange Spice and Candied Almond. The two patterns that were selected and applied to the final packaging are featured below the photo. I wanted the color palettes and illustration styles to be unique yet look good in combination. Below the chosen patterns are the initial sketches. The top row are the almond tea designs: a pattern of almond blossoms (composed of almond shaped petals), almond blossoms with branches, almond blossoms with almonds, and lone almonds. The lower row are the orange tea designs: patterns of orange segments, orange slices, and rooibos needle-like leaves with dots to represent full oranges.
Magazine ad. This was one of three ad insertions in the 2017 June Edition of Fresh Cup Magazine. The ad showcased BODUM®’s double wall glasses and the headline highlighted a key benefit of the design. It also advertised BODUM®’s location at the World Tea Expo in Las Vegas to drive traffic to their booth.
I worked in collaboration with the Creative Director at Sundberg + Associates to produce an Absolut promotional piece: Absolut Photography. The piece featured a collection of photography shot by Helmut Newton, Herb Ritts and Lee Strickland. The outside holder was designed in a simple matchbook-like configuration. It was adorned with oversized letters. The letters formed sentences that described the enclosed collection. Each photographer’s work was showcased on its own mini-accordian folded brochure. The images were shot around the world. They captured the unique style of the photographer and glamorized the Absolut brand. The three brochures folded to fit neatly into the holder to make it a compact give-away piece.
Role: Design Creative Director: Doug Banquer / Sundberg + Associates Photography: Helmut Newton, Herb Ritts, Lee Strickland Thumbnail Image: Helmut Newton
In November of 2014, I proposed a logo refresh for L.E.FT Architects. L.E.FT is a New York / Beirut based firm that works on a mix of residential, urban, institutional, interior and exhibition projects. They have a modern, clean aesthetic and often infuse politics in their everyday designs. I wanted the logo to reflect this sensibility.
I designed multiple logo options and placed each in a business card design (front + back) for context. In the featured logo, the letters were stacked to create a building block feel. The “T” shape was modified to mimic the shape of the “L”.
In 2013, I worked with Green Zones Productions to develop the event branding for Earth Day San Francisco. “One Green Voice” was the event theme we developed. We worked with a local photographer to create a library of shots of San Francisco natives diverse in age, ethnicity and personality to represent the collective “green” voice. I designed the logo (both a stacked and single line version), banners for the main website and Facebook page, posters (in English, Spanish and Mandarin), handbills, ads and t-shirts. The design was inspired by the Russian Constructivist posters of the 1920s to 40s.
I also proposed two alternate directions – Shades of Green and Moving in the Green Direction.
Role: Art Direction / Design EDSF Executive Producer: Douglas Kolberg / Green Zone Productions Photography:Karen Doolittle Translation: Jin Yang / Mandarin; Sandra Hanns / Spanish
I collaborated with a creative team at Modem Media to pitch ideas for a golf promotion. The goal was to inspire existing Schwab customers to invest a specified amount to earn and enjoy free rounds of golf at the nation’s best courses. Deliverables included a promotional brochure, a main poster to broadcast key messaging and location-specific posters to highlight key golf courses.
One direction emphasized “play” and offered helpful tips. Photos of the actual courses were coupled with playful imagery to tell the story of a day on the course. Imagery included a swinging golfer with a Magritte-like backdrop, a zoomed out shot of a golf cart traversing the green and a close-up of a golf ball being shot out of a sand trap. This design incorporated delicate white space with curved edges.
The alternate direction strictly featured beauty shots of the top courses. The tone was more straight forward and the emphasis was on the “challenge” of the sport as well as the courses. This design incorporated full bleed imagery and was set-up in a more populated, straight-edged grid.
Role: Art Direction Client: Charles Schwab Assistant Creative Director: Matt Morin / Modem Media Writer: Katherine Crouch