“SNKRSLKTR” App Brand / UI Design

Is there anything like a fresh pair of kicks? Forget the power tie… Nothing completes a fly outfit like a pair of the right sneakers, just tight and right.

The “sneakerhead” culture rose in the hazy glory of the 1980s, born of Basketball, songs like the Run DMC classic, “My Adidas” and the legendary Air Jordan brand. Its become a worldwide phenomenon encompassing tens of millions in sales and trade commerce. “SNKRSLKTR” (SNEAKER SELECTOR) is aimed at that target, giving sneakerheads a place to gather, strut, admire, sell and trade.

The brand itself offers an approachable, iconic take on the phenomenon, establishing a relatable visual language for the project. Our colors derive from the pop and simplicity of the original sneakers of the 1980s that birthed the movement while our custom glyphs underscore the sense of fun inherent in the mark. The app interface attempts to strike the balance between something high in utility and rich and layered in visual feel with a strong nod to the concept of the “quantified self.”

“Pop” is the focus in the kicks game and that’s our watchword here as well. Fun!

Shown Here: Mark, Wordmark, Colors, Glyphs, App Screens

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Whole Foods Market / Instacart Shopping Experience

Delivery is revolutionizing the grocery industry. Instacart is at the forefront of that wave. Whole Foods Market is proud to be a select partner of the online grocery purchase and delivery solution provider.

These designs for a new customized WFM / Instacart Pilot Experience attempts to strike the balance that great e-commerce experiences do between simple, elegant brand-oriented design cues and user-centered design principles. When combined correctly, they create something that at once serves the needs of the brand while creating a system that is clear and seamless for our target audience and their goals. That was what I was going for here. I personally created these designs and have been working with the talented Instacart squad as we march towards fully realizing them through launch and iteration.

This is different than the Online Ordering experience that I have shown on here, as it is primarily focused on grocery and delivery ordering. It is designed to work in-concert with that Online Ordering experience from a design standpoint, however.

Shown Here: Full Desktop Design + Detail Views of the System, Tablet and Phone Versions As Well

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“MIDMODERNISM” App Brand / UI Design

I am a huge devotee of the Mid-Century Modern movement. It was a time when design thinking was king, spurring optimism and creativity across the world. New and progressive approaches were everywhere and perhaps at no other time more than that period, did we strive for that perfect balance of utility and artistic form.

Our house is almost entirely vintage MCM (we have a little 70’s and 80s thrown in for good measure) and every piece we have acquired inspires us every day. Speaking from experience, the process of “doing” a house MCM is BIG fun. AND… It all starts with inspiration. That’s the impetus behind this app: “MIDMODERNISM.” These designs show how that focus comes to life in a way that attempts to strike that same balance that the movement attempted to :: utility made beautiful.

The brand itself draws from the clean, modern geometry of the style, using type, placement and form to create the staccato conversation of pattern so prevalent at that time. Our colors and our custom glyphs here are inspired by the period as well, driving home elegance, richness and whimsey in turns. The system itself leverages simplicity to achieve solid user interaction and seamless flow. In all, a fun and inspiring project inspired by an amazing time in design.

Shown Here: Mark, Pattern Sample + Colors + Glyphs + Inspiration Photos, App Screens

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Whole Foods Market “Values Matter 2.0” Experience

One steadfast theme of my work at Whole Foods Market has been evolution. It is the process of listening to both user needs and the ever-changing the needs of the brand and adjusting the product to match that keeps things alive and very well targeted.

Since I had posted the initial development of the Values Matter campaign here, I thought I would post its evolution as well.

Very recently, I led the creative for the first phase of a revamp of the campaign in the digital space along side partners across the marketing organization. I am sharing the new landing experience here. This will be a part of a large rich media push, content effort and storytelling initiative and will change as the campaign grows and progresses.

The design strategy here offers an immersive and cinematic approach to the content. This underscores the broad brushstrokes of the campaign at large while communicating both the richness and tactility of food and the dappled sun and warmth of a sunny summer’s day. I personally created the overall style for this phase of the campaign and have been thrilled to work with talented internal design support for input and to bring it to life.

This is a very bespoke approach, tailored to specific action goals and KPIs as well as the stories we are telling. It will evolve and change as the campaign winds its way through the summer.

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Whole Foods Market Online Ordering Experience

Convenience is the name of the game in retail. Every day, the team I lead attempts to answer this question ::

“What have we enabled users to do in seamless ways today that they couldn’t yesterday?”

That sense of seamless enablement is the impetus behind this relaunch of the Whole Foods Market Online Ordering system. Clean, clear and responsive, this redesign offers users a frictionless experience from desktop to tablet to phone. This is a sterling example of the power of taking a mobile first approach. I led all user interface aspects of this initiative in a very hands-on way and had the pleasure of working with the talented team at XOXCO and our internal tech team as the project came to life.

The rework resulted in a 137% increase in conversion and a 173% increase in revenue YOY. That’s big news.

This is different than the Instacart experience that I have shown on here, as it is primarily focused on in-store ordering, items like catering and prepared foods. It is designed to work in-concert with that Instacart experience from a design standpoint, however.

Shown Here: Full Desktop Design, Tablet and Phone Versions + System Details

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Whole Foods “Values Matter” Digital Experience

For the first time in the 34 year history of the brand, Whole Foods Market has launched a national brand-driven campaign to communicate it’s truly unique value proposition. The traditional aspects of the campaign, (print executions and written tone) were developed directly by our “E Team” (think “C-Suite”) in tandem with an agency partner out of NYC, Partners and Spade. The campaign came down internally to the digital team with only about 4 weeks to launch a fully-integrated digital experience focused on deeper storytelling. A tall order for sure.

As the global Digital CD for the brand, I was a driving force for this phase of the campaign. I was lucky to be an integral part of a talented multi-disciplinary team, from concept through development and launch who were able to all aid in bringing this to life. For my part specifically, I drove concepting around the approach we took, created the visual concepts from which we executed our final launch deliverables, and ended up adjusting and creating many of those final deliverables directly. I also acted as Creative Director on the digital advertising portions of the campaign as well.

Because of our timeline and limited resources, we did also reach out to leverage some agency partners to help with execution and rapid creation of portions of the work, Electric Pulp, Cibo, Acquia and GSD&M were all a part of that group. In some cases, I was even playing “Photoshop Tennis” with the agencies directly, soooo they were solid collaborative partners in the process. Most importantly, our internal creative and development teams were also instrumental in helping with all of this. Big thanks to all of them for their efforts in helping the vision come to life!

The initiative has been LOVED by many audiences and we are currently replacing the main WFM home page with this experience. Though that was not the original plan, it is gratifying to see it so loved. To that end, stay tuned, I will be evolving this to ensure better affordance for users long term.

Here, I will share both the conceptual design prototypes I created at the outset of the initiative for our main landing experience as well as where those ended up in a final state across experiences. This gives a solid visual slice of the conceptual and executional aspects of the work. We are already looking at phase 02 for the experience. I will provide updates as they launch.

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CONCEPT 01 — Parallax scrolling experience designed to give a textured, layered view of the campaign’s messages and keep users engaged. This concept was not selected in favor of our other concept.

Shown Here: Home and Level 2 Pages at Desktop Resolution

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CONCEPT 02 — A “quilt” of tiled information that allows users to not only explore deeper into our brand stories, but also to participate in the conversation themselves.

Shown Here: Home Page at Desktop Resolution

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THE FINAL EXPERIENCE — You can see how the look and feel evolved. Please visit WHOLEFOODSMARKET.COM to interact with the full responsive experience.

Main Page + Detail:

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Tablet and Phone Sizes + Detail

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Whole Foods Market Wine Club Digital Brand + Experience

Whole Foods Market devotees already know that we sell some really great wines. Simply put, our curation team on that front is truly peerless. We’ve created a new WFM Wine Club subscription experience to capitalize on that unique expertise and to promote that offering, we have built a brand and responsive digital presence that communicates essence of the club is all about.

I acted as the design lead on the project from brand inception through digital design. I am telling that story here, showing both my design for the sub-brand’s mark and color palette as well as a bit of the process of how I brought the digital side of the project through concept to approval.

On that process :: I am a firm believer in taking a very Agile approach to the digital space. So often however, those agile principles are only applied to the development side of the equation. That’s a mistake, in my humble opinion. Agility can be applied through the creative concepting process as well, standing up multiple options that show the possibilities and allow for rapid iteration towards build. On this project, I took stakeholders through a style-tiling process, giving that balance of a solid view of potential futures while allowing us to iterate flexibly and quickly on the march to approval. That ended up being a pretty short march in this case. We were ready to head into full production design in just two meetings. That’s the process at its best!

Shown Here: Mark + Palette, Style Tiles and Final Site Home Design

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Bocek Bros. Brand and Product Launch

You have to love working for clients that really feel your creative work on their bottom line. Clients that see the impact of your ideas and designs very directly. That’s the case in spades with Bocek Bros., a charcuterie start-up here in Missouri that I recently branded. Anyone who knows me, knows that I have always had a deep love for great charcuterie and let me tell you, the product Bocek Bros. is selling is great. Smoky, authentic and artisanal, this stuff is the real deal.

I was involved in all aspects of this one, from naming, to positioning to brand design and packaging (even copywriting and tagline development in the mix for me here as well). Self-performing isn’t something I do everyday with my role as VP / Creative Director; most of the time I’m trying to give the best creative opportunities to my team. I don’t say that solely altruistically, it’s just a great way to keep them motivated and engaged as an integral part of the agency. HOWEVER, this one was too much in my sweet spot on a variety of levels to pass up. LOL!

The goal was to create something that was hip and irreverent, but that retained a high-end “Napa Valley” artisanal sense to it. From the tagline and copy attitude to the mark and wordmark themselves to the site and packaging designs, I think that balance was conveyed.

Shown Here: Identity and Tagline, Brand Colors, Packaging Designs (with Detail), Photography Style (THANKS to Vince on my team for shooting), and Site

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STLCC Campaign Approaches

I do a lot of conceptual work. These two campaign approaches for St. Louis Community College were really intelligent and engaging examples of how a basic brand can really come alive at the campaign level.

The first concept, written by a comrade at the agency, illustrates the intelligent “real talk”  reasons to explore STLCC as a higher ed option. The campaign really finds a strong sense of “life” and “pop” graphically. A contemporary layered approach and bold typography give this a style that sets it apart in very meaningful ways in the sea of sameness that is higher ed marketing. I self-performed all design on these.

I concepted, wrote and designed the second concept here. Built to deliver on the central idea of “There’s a Place for You Here,” the campaign shows that STLCC students are three-dimensional individuals with varied interests and passions. The core concept here is that it’s really not about co-opting the crest of some ivy-league to represent your personal brand, it’s about creating your own personal brand (represented by the individualized “passion-crests” here) and about how STLCC is one part of that. Overall, a visually engaging personal message of empowerment and validation.

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LER Brand Concept

Laclede Energy Resources is a subsidiary of the Laclede Group focused on buying and selling natural gas from and to a wide range of industrial and consumer customers. These style frames were built to communicate the unique position LER holds in the marketplace and their commitment to their client base. Bold, strong, and progressive with a strong sense of movement, these designs give a fresh, compelling and honest face to the organization.

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2-Tone Conceptual Rebrand

Rebranding 2-Tone? Even conceptually, you’re just asking for trouble…

Now wait. Before all of you “rude boys” and girls start screaming “SACRILEGE” and try to string me up by your skinny tie… Please, just hear me out.

Allow me first to say that I am a SUPER fan of all things 2-Tone. The music, the politics, the style, all of it. And allow me to ALSO say that the work of designers John “Teflon” Simms and David Storey on the original seminal brand and style of the 2-Tone label and its artists was hugely influential on me as a visual creative. It all carried a sense of punch, impact and humor that I still strive to bring to my work today. I was but a lad when the label was in full swing, but I had my years in suits and pork pie hats skanking in smoky clubs. I still regard it all as a brief high-water mark on popular culture.

It is only on these grounds that I offer this flight of fancy — a rebrand of the classic label. I’ve given a new mark and new style pieces to the brand here. I attempted to capture some of the basic essence of the spirit of 2-Tone, but have given it more of a pulled back sense of cool. This was a really wonderful opportunity to pay homage in my own way to the brand.

Annnnd, for the purists… YES… I do know that Dekker only recorded for Stiff Records in the 2-Tone era. I’m just playing here.

Shown Here: Identity, Promotional Style Elements and Detail

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Flying R Mopeds Brand Exploration

Warm, chewy pizza, soft velvety gelato, the very beautiful Monica Bellucci… The Italians have given us so much that makes our lives rich and rewarding. And very few things maintain the cosmopolitain, outsider sense of cool that the Italian moped does. That’s exactly what fledgeling Flying R Mopeds of Menlo Park, CA thinks, too.

This brand package exploration draws its inspiration from all of that history and savvy sense of cool. Fun and quirky with a clear nod to the classic moto Euro style of yesterday, the package brings a whimsical elegance and pop to the brand and communicates its essence. I also created custom, hand-done typography for the “R” and “FLYING R” portions of the identity. The other elements in the mix add up to a collection with both a classic flair and a sly wink. Fun.

Shown Here: Sample Advertising, Brand Identity Elements, Business Card (Front and Back), Apparel and Site Design

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The Goddard School Rebrand

In this business, we all have projects that are as rewarding as they are challenging. This rebrand for peerless early childhood educational leader The Goddard School falls directly into that category.

At once contemporary, approachable, bold and authentic, this new approach to the brand breathes a very fresh wind into the sails of the 25+-year-old franchise education provider. I was a creative lead on the project, filling the roles of Creative Director, Lead Designer, On-Set Director, Producer, Motionographer and (in some cases) Copywriter. Operating on a tight timeline, we executed a full rebrand plus campaign-driven materials to better tell the Goddard story. I was very blessed to work with a very talented crew internally at UPBrand that brought the signature style established here to a variety of additional projects not pictured here, a totally first-class DP and shooting crew, a really great editor / video team and a savvy and very hip client on this as well and I wanted to give props.

When the brand was rolled-out to both internal and franchisee stakeholders at an annual event in Florida, I am gratified to say that the work actually inspired some tears from those closest to the brand. A rarity, but always fun to see.

Shown Here: Sample Television Advertising, Brand Identity Elements, Responsive Site Design, Collateral, Print Advertising

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Logo Round-Up

I thought I would share a montage of recent ID work that I hadn’t yet shared here. I so love creating projects like these and this is a fun collection. Solid identity work should speak for itself so I’ll let this one do just that.

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Wilburn’s Glen Brand Package

These brand launch materials for boutique natural spring water bottling start-up, Wilburn’s Glen, convey the natural sense of authenticity inherent in the Llano, Texas brand. Based around design principles expressed the Deco, Moderne and WPA architectural jewels studded throughout the Texas Hill Country region, the brand style has a classic modern strength with a hip twist. I created custom typography for the name “GLEN,” giving an ownable center to the identity. Geometric angled lines update and leverage forward classic deco graphic design thematics and symmetry while creating subtle “W”elements throughout the designs. Fun and elegant with a touch of whimsey, this was a joy to work on.

Shown Here: Brand Identity Elements, Packaging and Advertising Samples

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Propper Tactical Brand Launch

I’m pleased to share the final result of the Propper Tactical brand launch. In an earlier post, I shared a colorful and engaging exploratory concept for this assignment. In contrast, the selected approach shown here is rich, textural and “engineered” with a clear lifestyle focus. It was paramount with this brand launch to do something genuinely different; something real for a real, savvy consumer target audience. The iconography and brand elements here speak to the concept of a “tactical system” with integrated imagery and clarity of purpose. Sleek, tactile textures bring touch and a decided sense of quality to the piece while the white graphic bar overlays underscore the central concept of the rank of “officer.” This is a bold, smart brand for well-engineered gear for today’s intelligent tactical law enforcement professionals.

Again, I was the hands-on designer for all of this, a co-concept lead and wrote the line descriptors (“Be Cool.,” Blend.,” “Perform.,” and “Move.”) for the brand.

Shown Here: Teaser Videos, Brand Identity Elements, Hangtags, Sample Advertising, Site Design

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Propper Tactical Brand Concept

Sometimes I showcase here the concepts that aren’t selected. I believe strongly in presenting only options to clients that are both artful and viable. However, of everything presented, only one can make it. This concept for military and tactical icon Propper International is a great example of something that was not selected, but that retains a strength and beauty that makes it worth sharing.

Let me just say, I love these guys. This assignment was a hell of a lot of fun to create and trust me when I tell you that though I really did love the work featured in this post, the concept they selected (and I have since executed) was the right choice and is VERY compelling. Frankly, I can’t wait to show you that work. We’re all very excited for the official launch.

This concept brings a heavy infusion of lifestyle to a powerful new tactical line of gear Propper is bringing to market. Colorful, iconoclastic and real, the work treats the target audience here with both the intelligence and consumer savvy so often absent in this sector. I was the hands-on designer for all of this, a co-concept lead and wrote the line descriptors (“Be Cool.,” Blend.,” “Perform.,” and “Move.”) for the brand.

Shown Here: Sample Advertising, Brand Identity Elements and Site Design

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Paric Corporation Rebrand

It’s VERY gratifying when a client simply does it right. Not only when they engage creatively with a progressive solution in mind, but also when they build out the solution across touchpoints from the macro to the micro. Regional construction leader Paric did exactly that. I was grateful to act as Creative Director and design lead throughout the process, designing both identity materials as well as a full signature style for the brand.

A revisioned Paric wordmark was at the heart of a new visual approach for the brand. The conceptual center of the design for the wordmark is within the “A.” The interplay of positive and negative space creates a dual image of both the cupola of a building, capturing what Paric builds every day and also a red pencil, representing the pre-construction process, a planning cycle that Paric is a recognized industry leader in.

Coupled with the revisioned wordmark is an iconic new logo. The new mark takes the building / pencil shape from the wordmark and builds on it, further driving the concept home. The mark leverages design touches from the international Art Deco period to echo a rich history of building; a nod to a time of fascination with and belief in the power of construction worldwide.

These core elements form the basis for a wide range of materials.

I also personally wrote the new tagline: “EXPERIENCE. EXCELLENCE.” The periods within the tag allow it to be read two distinct ways. Both “experience” and “excellence” are elements essential to a great build process and the periods allow us to call those qualities out in a specific way. The tagline does also read as a directive for clients to “experience excellence.”

I also acted as Director and Creative Director on video pieces for the new brand. I had the VERY distinct pleasure of working with Brant Hadfield as DP on the project, Susan McMichael who crafted the overarching story arc and Kyle Dufendach as editor. I LOVE framing up architecture in-lens and this was wonderful to shoot. The resulting style is progressive and elegant in turns. The motion graphics elements within the piece are also the result of design and motion direction on my part with Kyle using his great skills and knowledge to give it nuance and touch. I am showing a slice of the long format video here with the motion graphics logo build.

Shown Here: Mark, Brand Colors, Site Sign, Advertising Sample, Hard Hat, Truck Concept, Safety Logo, Business Card (Front and Back) and Selected Video Samples

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STL Symphony Save Powell Hall Campaign

The Boston Symphony tweets: “Ha. Ha. Amazing. :-)”

The Riverfront Times says: “Save Powell Hall: Concert Marketing Doesn’t Get Any Better Than This”

From STLToday: “SLSO begs public: Save Powell Hall!”

An LA arts and music blog crows: “…By far, the best orchestral marketing and advertising effort I’ve seen lately — probably ever — is St. Louis Symphony’s “Save Powell Hall” campaign.”

STLMag.com states: If we don’t take action now, Powell Hall is going to explode.

And… The St. Louis Business Journal, too.

I love creating disruptive marketing solutions. I feel it’s been a hallmark of my career. This very recent campaign for the St. Louis Symphony was a wonderfully fun example of that.

I acted as the concept, design and copywriting lead for the campaign, creating the initial idea, flowing it out to a signature style for the campaign, penning copy throughout and creative directing any other moving parts with the Symphony’s internal team and contract specialists. The campaign featured postering, an engaging website that acted as a hub for the campaign, outdoor applications (both for billboards and metro transit stops) and a “viral-style” video shot by Brant Hadfield with SFX and production by Terry Coolidge.

All of the coverage for the campaign was gratifying to see, but the fact that sales were up was the real “reward,” here. In all, a fun and engaging solution for a gem of the nation’s arts landscape.

Shown Here: Campaign Video, Mark Design, Sample Poster & Wheatpasting, Website, Sample Outdoor Applications and Poster Concept

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Parkway Schools Rebrand

Founded in 1954 and now serving over 17,000 students, the award-winning Parkway School District has long had a reputation for excellence, innovation and advanced thinking. However, Parkway was ready for a new face to the world to coincide with an exciting new strategic direction for the district.

The excitement of a “new day for Parkway” catalyzed my work and provided inspiration throughout the process as I developed everything from a progressive new visual brand platform with a new identity and brand standards to new print and video applications to tell the story of the galvanizing change redefining this educational leader. Overall, the approach is fun, clean, classic and friendly.

The mark itself carries a double meaning through a hidden image. At first glance, the strength of a sunrise image provides a clear link to the concept of a new day. With a longer look, the image of a open book, with pages actively spread reveals itself.

For video, I personally created the motion graphics aspects of this including the logo sting and type and graphic animations. I acted as director on shoots for both video and still photography for all district rebrand materials and also directed the edit of video elements. Editor Christina Geisen acted as the video editor here and I had a ton of fun working with her on this. Brant Hadfield and John Fedele did an amazing job of shooting video and still photography respectively and I really enjoyed working with them as well.

As the father of a daughter in the Parkway district, I was thrilled for the opportunity to create such an exciting new face for a brand I care so much about personally.

Shown here: Brandumentary Video, Mark / Wordmark with Color Choices for Individual Schools, Brand Standards Book (In Spreads) and Strategic Plan Book (In Spreads)

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The Salvagery Brand Package

Portland, OR improv jazz trio The Salvagery’s July 2011 release “Triage” is a triumph of experimental work. At once contemporary and exuberant, “Triage” builds on the heritage of great albums in the improv tradition. The work is pure fun.

These designs built around the album build on that iconoclastic spirit and birthright. The look and feel here balances personal, custom-created typography and illustrations with rich color to create a bold approach that captures the essence of vintage 40’s -60’s  jazz album covers from great labels like Columbia and Blue Note. I loved working on this one!

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Connexio Media Presentation Materials

Connexio Media offers college and university campuses a new way to reach students, faculty and visitors with information and alerts. Each campus gets its own network of state-of-the-art outdoor digital displays to connect the campus community with vital information — providing both safety and better engagement.

On this project, the client came up UPBrand with a logo and nothing more. As part of our storytelling approach, we took Connexio through a full discovery process, giving them a complete brand platform to work from. These presentation materials came out of that.

Bold, engaging, dimensional and textured, the visual “signature style” I developed was devised to convey a strong sense of movement and inter-connectivity. Coupled with a system of iconography, the overall approach balanced clarity with excitement and engagement. This rich style was a natural fit for a motion graphics piece and the animation I created leverages the dimensional overlays and shapes to interesting effect.

Shown here: sample presentation screens, iconography samples and motion graphics company overview

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UPBrand Brand Package

Recently, I started my tenure as the Vice President / Creative Director of UPBrand, a St. Louis-based agency focused on building brands through storytelling. I’ve already been having fun with great design and concept and one part of that has been establishing the aesthetic and visual brand for the agency itself. A good friend and talented independent designer Ben Franklin had started the proceedings with identity work before I arrived. I have taken the mark that Ben established and created a look and feel for digital assets, packaging, presentation materials, apparel and motion / video.

The work strikes a balance between a very clean, linear, type-driven, Bauhaus-inspired approach and found ephemera and organic, hand-wrought design elements used both metaphorically and to bring a human touch to the designs. It’s always very rewarding to bring a brand that I am close to like this to life.

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Duo + Quintess Brand Package

The most beautiful vacation homes in the world’s most coveted locations totally staffed to meet your every need. That is Quintess — a luxury club for discerning vacationers with resources. I recently had the opportunity to offer up site designs for the main Quintess site as well as both identity and digital brand assets for a new vacation club within the Quintess house of brands called “DUO.” The work strikes a balance between sleek elegance and a rich, textural approach. The site designs themselves use a mixture of gorgeous photography of the properties themselves, clean, elegant typography, deep, evocative color scheming and custom damask patterns. The DUO identity is at once bold, contemporary and rich. The split “O” at the terminus of the mark signifies the concept of “II,” speaking to the brand’s direct relationship to the main Quintess offering. I really enjoyed putting these together.

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Pear Tree Packaging

The Pear Tree Restaurant is a jewel of fine dining in Bevier, Missouri with a national reputation for food excellence and peerless service. When the Pear Tree does something, it does it right. That’s the central theme behind a new line of packaged foods from The Pear Tree. This packaging for fine croutons made from the best ingredients and artisan breads captures this central belief while introducing a new, more contemporary flavor to the restaurant’s face to the world. At once modern, bold and approachable this design communicates the exciting new feeling of this new chapter for The Pear Tree brand. This is the first of a series of packaging assignments including a flight of salad dressings and BBQ sauces. I will post those as developed and roll this into a single case study.

Also shown: Two additional concepts for the package that we’re not selected but were compelling in their own right.

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Hardee’s 50th Anniversary Campaign + Tour

50 years of great Thickburgers, beautiful girls and good times, now that’s something to celebrate. When Hardee’s was looking for a unique way to spread the word about it’s 50th anniversary, 4ORCE got the call. This concept incorporates a heavy brand push into a buzz-generating tour and social media campaign. The central idea: building the ultimate girl country band for a national Hardee’s 50th birthday party — “Electra Starr and the Heartstrings” (and then “Stealing Angels”). The campaign is a home run for Hardee’s midwestern values with a mildly sexy wink and builds on existing brand sentiment while providing bold new texture to Hardee ’s reputation in the marketplace. I lead the development of all aspects of this brand campaign. From co-development of the campaign’s central theme and brand integration down to design of all touchpoints personally, I had a ton of fun with this one. Sadly, a merger left this campaign unfinished.

I’ve included just a few selected examples of my design work for the campaign for flavor below. Shown here :: Posters, Vehicle Wrap, Apparel and Digital Assets

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Ad Week STL Poster + Mark

These initial designs for a fledgling concept here in St. Louis are pure fun. Speaking as a creative, I will say that we can be a pretty annoying and self-absorbed bunch. So often, groups and events designed to build  a sense of community can devolve into pettiness. That’s where AD WEEK STL comes from — a desire to stop the complaining and infighting and to move forward, building something vibrant in the St. Louis creative community.

I led the theme concepting on this as well as the brand development itself. A senior writer at 4ORCE landed on the title of an Aerosmith song as the perfect way to convey our central idea — “Shut Up and Dance.” The supporting mark and poster materials leverage the edge of the creative mind while cutting through the lethargy and ennui that plague the scene. Fun.

I will be flowing this out to more materials and digital assets. Shown here: Poster + Detail and Mark.

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Scottrade Careers Site Designs

So many young designers have asked how they can impress me. I always tell them that Photoshop pyrotechnics are a ton of fun, but that I am most impressed by what a designer can do with the basics of great design, items like layout, typography, balance, color and image. Those principles are what makes this set of designs compelling in their bold and elegant simplicity.

Built on stalwart Midwestern values and a commitment to great service, Scottrade has a corporate culture that is truly unique. Recipient of numerous awards for that culture including a spot on FORTUNE magazine’s coveted “100 Best Companies to Work For” list and always looking for new talent worldwide, Scottrade knew it needed a better way to communicate it’s essence to prospects everywhere. This initiative is designed to convey both the “tangible” and “intangible” aspects of what it means to work at the financial services company. This site has been taken through a full interactive user-testing design cycle, always my preference.

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4ORCE Feature Wall + Interior Design

This project has been not only a labor of love, but also pure, unadulterated fun for me. I have acted as the interior designer / installation artist / signage artist for NGAGE / 4ORCE. I worked with agency owner Dan Curran and architectural firm SPACE on the main layout and it was Dan’s vision to move beyond creating just another loft space in St. Louis. That vision was the basis for my work.

The main signature feature of the space is a large sculpture wall in the lobby that is entirely my concept and design. The wall uses light, texture and materials to create a truly dramatic effect with a bold, almost overwhelming presence. Though visitors comment on the space as a whole, the wall is the most talked about portion of the entire space design.

The rest of the space uses a mix of bold and muted color blocks over a base of bright white to establish an almost museum or lab-like quality. The artistic accents in the space are a mix of architectural salvage and poster art including one large 9-piece authentic Soviet piece from my personal collection that acts as a major accent in the main conference room. I personally selected a vast majority of the art and I placed all of the artistic features in the space based on lines of sight and the space as a whole. The overall effect is very much an homage to the interiors of the German Bauhaus school with a splash of the sensibilities of American Pop artists of the 1960’s.

The signage for the space uses both oversized lightboxes with 3-D lettering for impact and door applications with extensions of the 4ORCE brand on them. They round out the space with a clean, usable visual language with a wink and a chuckle.

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Brainfül Wordmark + Mark + Shirt

With a speakers series featuring luminaries like the head of the FBIs cybercrime division for Missouri and Dr. Elaine Mardis of Washington University’s Genome Center, internal training initiatives and great workshops, BRAINFüL is a compelling way that 4ORCE keeps its employees informed and inspired.

This logotype, created to echo the main 4ORCE wordmark, was built with all custom letterforms. The result is progressive and futuristic with a slight retro appeal.

The mark itself is both eye-catching and whimsical and speaks to the other 4ORCE iconography I developed for the brand. The juxtaposition of imagery within the mark brings a smile.

The shirt design is bold and clean, everything a truly memorable t-shirt should be. Pure fun.

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White Hat Advisors Brand Package

Marketing consultancy White Hat Advisors was looking for an identity that pulled in President / Founder Stuart Jenkins’ Montana ranch roots while building on the idea that “good guys wear white hats.” My solution was bold, iconic and memorable. The mark itself has a timeless quality that brings home the “good guys wear white hats” idea with a white hat that echoes the shape of a halo. The business papers are also designed so each employee’s initials could be a part of the design. In the words of the client, Mr. Jenkins, “I don’t know how you conveyed everything we wanted to, but you nailed it.”

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4ORCE Brand Package + UX Lab Brand Package

NGAGE has become 4ORCE. It’s a compelling rebrand that embodies a reimagining and broadening of the agency scope and capabilities.

I created the new 4ORCE mark as a subtle nod to the existing NGAGE brand I developed. It is bold and progressive and uses custom-created letterforms to convey a sense of “digital.” The brutish nature of the type also brings a decisive strength to the brand as well.

One major portion of the agency’s expanded service offerings is the opening of our new User Experience Lab. I created custom brand elements for that as well, building on the main 4ORCE letterforms. The result has the same sense of presence as the main mark with a touch of “science fiction” sprinkled over the top.

I also created custom iconography as a part of the overall brand to show the unique blend of services present at 4ORCE. Though capturing complex concepts like “Insights and Intelligence” might appear difficult, I approached this with clarity and a touch of whimsey at the forefront of my thought. The icons are stylish and do capture both the essence of the departments themselves with a smile.

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NGAGE Company Guidebook

As Creative Director and Vice President, I take great pride in having been a fundamental part of the growth and development of NGAGE, a progressive digital agency in St. Louis with a very progressive culture.

This piece, targeted at all NGAGE employees, gelled both my personal thoughts on culture as well as agency owner Dan Curran’s attitudes, feelings and approach to running an agency. This content, coupled with policies and perks, made the book a wonderful statement about the ethos and soul of the agency. I acted as both the copywriter and the designer on the piece. Bringing together straightforward, boldly stated copy, whimsical photography and a heaping helping of attitude, I leveraged forward the NGAGE brand in a new way that reached audiences both internal and external as the content found a home on the NGAGE site.

Shown here with cover spread and selected inside spreads.

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