VIEWING… STYLE ARCHIVE
Project Type: Style
Shin’ya Tsukamoto Poster Series
Created for inclusion in an Asian film ‘zine set for publication in 2018, these were a LOT of fun to play with. Interpreting the kinetic, proto-cyber-punk aesthetic of Shin’ya Tsukamoto was nothing short of a blast and added another style to the quiver.
Naturalist Henry Beston Brand and Digital
Writer and naturalist Henry Beston is a truly legendary figure in American conservation and literature. Books like “The Outermost House,” “Northern Farm: A Chronicle of Maine” and dozens more are landmarks of the genre. Rachel Carson said he was the only writer to influence her work. He was the third recipient of the Emerson-Thoreau Medal, previously only awarded to Robert Frost and TS Eliot. An amazing man with an incredible legacy.
I was thrilled to be able to provide identity and digital design for a brand and site honoring his legacy in conjunction with his daughter Kate Beston Barnes, poet laureate of Maine until her death. Through this initiative, we have saved Beston’s home and served his causes. I love projects where I can help build awareness of something so important.
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.
Quentin Tarantino Poster Series
These were created in response to a comment asking why I hadn’t explored the work of Quentin Tarantino. I finally have. I illustrated and designed these around the concept that in so many of his films, there is a character driving the action who may not actually be the main character of the story. A catalyst. These posters represent that catalyst for each film.
Case Study :: Swizl :: Content and Social Marketing
For any brand in today’s marketplace, social and content marketing has become a pillar of both the outreach platform and the brand itself. This is especially true of Swizl because of its unique value proposition at the center of a nexus between savings and content. I personally led the charge on all of this for the brand, creating the social and editorial voices and standards for Swizl, marshaling internal and external resources to write, design and shoot content and often diving in hands-on and creating work myself. It’s been crazy, but a ton of fun!
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.
Grindhouse Poster Series
All hail, Grindhouse. This style of lurid, often low-budget DIY filmmaking embodies so much of what I cut my teeth on as a young teen fascinated by the images, branding and subject matter of the genre. It reached its glorious golden age in the 1970s and that meant a smorgasbord of amazing style and hipper-than-hip (or downright hilarious) execution. I have been revisiting these films in revival of late and felt moved to create a series of posters in the grindhouse style for “films” of my own. I focused on 5 sub-genres here… Sexploitation, Blaxploitation, Punksploitation, Drugsploitation and Slasher. I had a TON of fun creating these and paying homage to this amazing film movement and hope you like them, too!
The Films of George Romero Poster Series
George A. Romero was a king. His work from the late 60s through the early 80s was the output of a director with true vision. The idea of using horror to tell stories that skewered societal issues ranging from racism to consumption to governmental control to identity to scientific experimentation (and more) is genius and makes the films still fresh and relevant for new audiences today. I created this series at his 2017 passing to commemorate this landmark body of work. We’ll miss you, George. Thanks for everything.
Shown Here :: The Poster Series Plus a Production Detail Showing My Creation Method
Icons of Memphis Design :: Miami Vice :: A Series
I really can’t say enough how influential Miami Vice was on me. Though I was just a teen when the show aired, I consider the series a huge landmark in my development as a creative. I could FEEL those first two seasons as Michael Mann’s vision wrought on the screen every week. The fusion of pop culture at large with amazing storytelling and cinematography was VERY powerful stuff. These were created as part of a two-part series exploring the design of the legendary Memphis Group of Milan. I love to do projects like this because they are a conversation with great influences.
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.
Soul Activism :: A Series
I actually started this series before the 2016 election results, but it may have even more resonance and meaning now. These were created in homage to those 70s black artists who used music as both a balm and a fuse, igniting social change.
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
The Futurists :: A Series
Since a lad, I have always loved great sci-fi. Space operas are cool and all, but it was always the visions for our own future as humanity that really did it for me. That’s the impetus behind this series. It’s always fascinating to see and consider these “could be” futures. Even more fascinating are the “never were” destinies as we have already surpassed the dates portrayed in the films. Here’s to brighter fates!
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
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
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 “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.
Whole Foods Market Flagship App
The Whole Foods Market App is a discovery engine. With almost 4000 recipes and the ability to search, filter and add them to a shopping list in addition to cooking guides and other rich content, it’s meant to be a tool to both enable that discovery as well as help users begin to actualize that discovery.
I recently had the wonderful opportunity to lead a massive UX / UI redesign for that flagship app and am leading the process of reworking and augmenting it as we move forward. Whole Foods worked with the team at SapientNitro on the project in addition to our robust internal iOS team. I creative directed the entire project, both managing the agency creative relationship and our internal design resources while partnering with the tech resources leading the development process. As a part of the relaunch of the app, we created our first Android version as well.
The app itself is an immersive look at the recipes, guides and content within, leveraging rich photography, typography and bold color to draw users in. This was a big step forward for the 4 year old app. We are, however, already beginning a process of evolution of elements of this design system to both optimize, capitalize on any shortfalls and create further opportunities for engagement.
This evolution is part of an overarching cycle of rework and augmentation as the app marches forward. This is a key part of the project as it allows us to listen to user feedback and adjust to that feedback, making the app better in a cycle of constant deployment. I am leading the UX/ UI team making the design adjustments on all of those features and improvements moving forward. No project is perfect when launched, nor will it ever be, so this is a vitally important part of the process of continually meeting user need in more meaningful ways.
Shown Here: Sample Screens from iOS App for phone and tablet
“The Warriors” Poster Series
“Waaarrriiiorsss, come out to play-ee-aaayyy!”
“The Warriors” has fascinated me since I saw it as a young teen in the years shortly after its release. The 1979 NYC gangland classic defined the sub genre of films dedicated to “chronicling” the noble, lawless urban decay at the center of cities like New York as the decade gave way to the 1980s. I loved all of it. Imaginative, iconic, indie and imminently quotable, the film continues to find new audiences.
I am playing tribute to the film with a series of 6 posters portraying 6 iconic “sets” from the film :: The Warriors, The Baseball Furies, The Lizzies, The Punks, The Hi-Hats and The Rogues.
In the immortal words of Cyrus… “Can you DIG IT?”
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
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.
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:
Tablet and Phone Sizes + Detail
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.
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
“80s Teen Movies” Poster Series
Yep, I was a teen in the 1980s — Irondequoit High School, Class of 1989, baby. LOL! I know… I’m old.
The 80s were such a unique time in our American culture and an awesome time to be young simply because so much of our pop life was focused on being a teen. In tribute to the iconic films, actors and directors of the 1980s and in loving memory of that time, I offer this poster series: “80s TEEN MOVIES.”
As cheesy as it may sound, creating these brought back so many memories. My daughter just entered her teen years and I hope she has as much fun as I did. She’s already way cooler than I ever was and a much nicer person to boot, so she has an awesome start.
THANKS and PARTY ON, DUDES!
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
“The Roots of Horror Rock” Poster Series
Simply put, I LOVE horror and I am a HUGE lover of music of all kinds. This work is part of a series I have created paying homage to the bands that fused horror imagery and themes with rock and roll to kick start the sub-genre that we call HORROR ROCK. These are the bands that started it all; the foundational pillars that so many after them have built on. Here’s to the chills and thrills that each of these bands have brought us over the years!
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
UPBrand Hawaiian Holiday Poster Series
Just something that was pure fun, these large-format pieces were created for a 60’s-jet-set themed winter event that UPBrand was hosting. The goal here was simply to capture the spirit and style of the era’s travel advertising with a touch of the warmth and flavor of the island experience itself. Aloha ke akua!
