Case Study :: Swizl :: Identity Design
When developing a new brand, the mark and wordmark are the jumping off point. I believe in a creative-led / data driven process whenever possible on this. With Swizl, we were able to really engage at this level — designing, gathering sentiment data, refactoring, listening again and zeroing in on final solutions. As it happened here, one of the original concepts ran the gauntlet and came out on top. That’s a bit rare, but when it happens, you’re totally confident in the result because it’s been so strongly pressure tested. I not only led the process on this, but I was also a very active participant. The full design team participated, but I’m only showing my own designs here. One of my original concepts ended up being the final selection.
Case Study :: Swizl :: Brand Standards
After the identity itself was developed, I led a style tiling process with selected designers to explore the overall look and feel for Swizl. That process gave us some great inspirational guardrails for the visual brand. I then codified everything into a comprehensive brand standards manual. This ensured that the brand had a central “North Star” that we could all work from when creating anything moving forward. It is a living document, designed to grow and change as those new materials are developed. We’ve had several adult bev industry leaders ask to see the document and they’ve given us very strong kudos on the work and style throughout.
Music League Identity System and Digital Experience Design
Anyone who knows me knows that I love music. I like it so much, that I actually consider it a vice on some levels. (LOL!) So, when a friend approached me about joining something called Music League, a weekly thematic competition for music lovers (think fantasy football, but with music), I was all in. After playing a couple of seasons, a talented member of the league approached me to develop an icon to mark the game (thanks, Nathan). That very quickly became a full brand, featuring custom mark, lockup, tagline, avatars, glyphs and full system redesign. I was in hog heaven. I have collected a small portion of the assets I developed for the brand and the system. We’re already talking about a healthy second phase to the project (let’s go native mobile), so stay tuned for updates. I loved this one!
Shown Here :: Mark, Lockup, Colors, Type, Avatar Set, Glyph Set, Sample Desktop, Tablet and Phone Responsive Digital Experiences
Hopster Rebates Brand Development and Digital Design :: A Case Study
I’m proud to announce the launch of a new brand in the digital savings space :: Hopster Rebates. This marks an important milestone for Inmar (where I serve as design leadership) as it is a consumer-facing brand, app and site for a company not traditionally known for that. I led the design effort on this one and was so pleased to collab with very talented folks in that endeavor. Romeo Mariano on my team absolutely rocked it with the synthesis on the final mark and the Android designs shown here. Javon Greaves totally killed it on the illustrations that, in many ways, made the brand distinct and ownable. He also did the iOS designs. Nice work, all.
I thought for this post, I would use it as a case-study in process, detailing what we created from a brand standpoint and how that was actualized in the digital space. This was a process I led and I was very pleased with the results. I also created the web portions personally, other aspects and provided strategic oversight.
Though I work in the digital space and am very product-driven, I am focused on building brands as an essential part of my process. It gives consumers a crucial foothold in a rapidly changing landscape. These are just selected samples of my identity output as a part of that exploration.
The Celebrated Cold Brew Tea Situation Brand Package
This was fun, fun, fun. In conversation, a former colleague and friend mentioned that he was exploring the world of cold brew tea. I loved the concept and offered to develop a brand package in support. These are the results. This reflects all of my work, from naming to branding, packaging and digital.
Shown Here :: Identity, Branding, Packaging, Apparel, Responsive Web Designs
TasteCrate Full Package Development
This was the flagship of Inmar’s consumer exploration into subscription commerce. This one is very “me,” folks. I devised and sold the original concept, developed the identity, created the overall style, generated and designed the sales materials, scripted and directed video production, wireframed and creative directed web assets and acted as lead designer on a range of things from outdoor applications to packaging (crucially important for this concept) to “selfie walls.” We were working with a “sensible” budget, but that only added to the challenge and the fun. Though we couldn’t ultimately do everything we wanted, this was playtime to an extent for me. Fun!
Special thanks for working with me on the web for this, Javon Greaves. You are a talented gent! Romeo Mariano got a shoutout on the Baby Bundles work, but he was the man on the video work here. Thanks for putting up with my direction, my man. Big ups to Chris Dick on this one, too. His crazy animation skills were brought to bear.
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
Baby Bundles Brand and App Design Evolution
I’m doing something a bit different with this one. I’m showing evolution here. This was a part of an exploration of subscription commerce concepts for Inmar. This concept was (obviously) focused on new mothers. The important thing to note is how the process is made manifest in these designs. The initial identity shown at top was a runaway success in consumer testing, but the name didn’t make the legal trademark gauntlet. The app designs shown below that were also not a hit. That means refactoring. The identity was originally mine (as were the less successful app designs), so I reworked that myself and also creative directed the app refactor performed by a VERY talented member of my team, Romeo Mariano. Thanks, Romeo!
Shown Here :: Identity, Round 01 App Designs, Revised App Designs
This is a collection of identity exploration for products in now in development!
Brühaus Trademark Style and Digital Package
“A DIFFERENT KIND OF BEER FOR A DIFFERENT KIND OF BEER DRINKER.”
This trademark style and digital package for boutique beer brand Brühaus, pays off that tagline in spades. Eschewing the traditional trappings of “olde” beer, Brühaus speaks to a targeted audience with a signature look and feel that says “iconoclast.” Underscoring that central concept, the mark, type and style elements here all communicate a strong sense of the hand-done. Our content throughout and the focus and style of the app all do the same. It all adds up to a collection of fun design elements built on the DIY ethic so prevalent in skate culture.
Shown Here: Marks, Wordmarks, Custom Typography, Colors, Packaging, Web, App Screens
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
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
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
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.
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
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
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 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.
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
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
Blood Moon Records Identity System and Digital Design
This ID system for an indie label, complete with digital assets, was pure fun. I loved bringing the juxtaposition of elements here, from the clean mark and type to the vintage etching style to the clearly edgy attitude.
Shown Here :: Identity, Colors, Illustration Style, Apparel Designs, Responsive Web Designs
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
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.
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
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
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
PCL Construction “Horizons” Magazine
Another awesome project for $6 billion building giant and corporate mensch PCL Construction.
This contemporary refresh of PCL’s flagship magazine, Horizons, gives the company a great new outreach tool built around engaging storytelling and confident, progressive design. Evocative, full-page photography gives viewers a unique glimpse into the projects themselves while rich color overlays and forward-looking typography underscore the firm’s commitment to innovation. The grid elements throughout also hearken back to the nature of design-and-build projects.
In all, a wonderful example of the power of design to communicate the intangible aspects of a brand and the heart of an enterprise.
Shown Here: Front Cover and Selected Inside Spreads
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.
Pear Tree Dressing Packaging Suite
Carrying forward the packaging redesign I started for gourmet brand The Pear Tree, I recently created a new packaging suite for their signature dressing selections. Fresh, clean, contemporary and eye-catching, these designs capture the spirit of the brand while generating new interest in the product among a sea of sameness in the supermarket refrigerated dressing section — see in-store photos below to get a sense of the “pop” inherent in this graphic approach.
Shown Here: Flat Label Designs and In-Store Photos of Packaging
The great thing about extending the brand for a creative branding agency is the freedom. With agency branding, breaking the rules in unexpected ways is expected. At an agency, being off brand is essential to the brand.
That’s where this shirt comes from. Bold, avant-garde, progressive and hip this one says a lot about where UPBrand is headed as a brand and the fun one can have with just one color.
Shown Here: Front and Back Shirt Designs
Delivering world-class creative and brand clarity across the full range of channels and client areas of focus is the UPBrand mission. This “storybook” for the agency tells that story.
Built upon the “signature style” I had previously developed for the brand, this piece acts as the most complete exploration of that style in print to date, bringing an artful flair to the Bauhaus-driven grid present throughout the agency’s materials. The piece balances iconography and razor-sharp typography with rich photography, color blocks and whimsical vintage illustrations to create a unique approach. Overall, it’s a very inventive and engaging piece and was a ton of fun to create.
I also functioned as concept lead and copywriter on a good portion of this as well.
Shown Here: Cover Detail and Interior Spreads
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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!
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
Children’s Home Society of Missouri Site
Another recent launch I was very pleased to see was the site for the Children’s Home Society of Missouri (CHSMO).
CHSMO is a treasure on the Missouri non-profit scene. Founded in 1891, the Society has been focused on providing children with safe, loving and happy homes. Strong families, counseling, education and advocacy have also become hallmarks of CHSMO.
The site dovetails with an identity evolution being explored by Heidi Jost and leverages the brand’s central colors while building interest through simple use of type, graphics and bold, evocative and immersive imagery. Both this and the recently posted Trailnet site (see below this post) demonstrate the proverbial “Holy Grail” of web design for me — a mix of informative and organized information design, typographic hierarchy, supporting graphics and beautiful photography. For me, that’s a perfect mix and I think this site does a great job of illustrating the elegant power of those elements. Who says great usability, system fonts and information-oriented sites can’t be beautiful?
I was thrilled to see the recent launch of a project I provided the design and digital brand for.
Trailnet is a great Missouri organization that focuses on building healthy, vibrant communities through activity and community connections. I led and creative directed the team that established new brand standards and messaging for the organization and was pleased to be able to personally design all of the digital extensions of that brand, breathing life to a great platform for the print world created by Rob Hutti, a team member.
The result is clean and evocative, bringing both an approachable feel and a sense of simple honesty through scale, clarity and organization of design and typography. Shown here: homepage (original design), second level page (as launched) and sample interior page detail.