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Local Man Makes Pretty Pictures (Among Other Things)
If there's one thing to keep in mind about me and how I work, it's that I love to discover. Something new, something old, or just something that gets the job done. As a designer and a creative, I've let my curiosity lead the way (within reason) and it's led me on some incredible adventures.
Over the years, I've been able to help companies rebrand from the bottom up, launch national campaigns that reach levels far above my head, and give back to those that helped me get here.
A Bit About How I Work
Telling the Story
Understanding a brand inside and out is paramount to a successful identity. Whether that is a rebrand for a company finding its niche , or a legacy brand capitalizing on it's importance, a brand is a story. Telling that story with tact and poise is paramount.
For Lynkwell, I was able to understand that for a company that does so much, clarifying that complexity into something digestible (and exciting) was the answer. That was done in several ways:
Creating a mark that appears simple, but is used to explain it's complex connection to each of the five points of their service
Solidifying a solid and simple brand look. A glowing pink pulse travels through dramatic photography, simple linework and leaves a little room for imagination. That's it.
Delivering a brand guide and toolkit with future-proof instructions and assets that scale across mediums.
The Medium is the Message
Creating a a digital experience is much more than mere design on screen. It's weaving a story into a medium with infinite possibility (to an extent). So I find a way to blend interactivity, animation and space to create an adventure for the user. Spark interest and inspire awe on platforms driven by scrolls, clicks and taps.
For Milestone's MILES campaign, I used generative AI tools to our advantage. Can we utilize this new technology to create a seemingly never-ending? Turns out we could, but consistency in both style and tone were non-negotiable.
For ManhattanLife, I found that their secret sauce was with them the whole time. Because their original mark had been "painted" by hand, so could their messaging. Let the large swaths of paint tell their story, express the legacy and history what they bring to customers with the magic of pigments, texture and depth.
When in Doubt, Simplify.
A mantra from an old creative director that I carry with me. More often than not, clients come in with a brand that ends up feeling too heavy. Too many colors here, too much content there and a brand story that just feels a bit tiresome to understand.
For BrandExtract one thing about the previous digital experience stood out. They just talked a little too much. So, the mantra we kept in mind was; show, don't tell.
Big type, beautiful work up front, intelligent but concise writing. Wrap it up with a polished brand toolkit and voila. What you see is what you get.
A three state interactive element to show each part of their interconnected process.
An AI prompt backed image style for external marketing. Three styles, infinite outcomes.