BRANDING, DIGITAL, PRINT & ENVIRONMENTAL DESIGN

A question can change the world — it can challenge us to reimagine what's possible, to solve complex issues and to create new solutions. How can we anticipate the evolving needs of our clients?  How can we unlock new opportunities that drive their businesses forward? How can we create new horizons?

With this sentiment driving the agenda, Nasdaq hosted its annual sales kick-off, with more than 850 employees hailing from various countries around the world to discuss “New Horizons, Expanding Opportunities.” This event convened Nasdaq's global sales community and key collaborators across the three divisions to set the 2024 global sales vision and strategy and identify new ways to engage, inspire and empower its clients and partners. 

I created the branding for the event, which included over 150 unique assets from digital, to print and environmental. Pushing the restraints of our existing brand, I kept the core elements of Nasdaq while highlighting aspects of Miami, where the SKO was held.

In order to create a truly cohesive experience, I used yellow as the highlight color and paired it with bright imagery and a horizontal gradient line to represent the tagline.

This project was a lesson in flexibility, communicating with colleagues and vendors remotely while adapting my design around creative problems.

BRANDING, PRINT & ENVIRONMENTAL DESIGN

The Main Line Art Center s exhibition, LUNAR: A New Year, opened January 2022, the Year of the Tiger. This exhibit features twelve acclaimed abstract and conceptual artists from across the country each of whom created a piece depicting an animal from the Zodiac calendar.

In anticipation of the exhibit opening, I was approached to design a logo and various marketing and sponsor materials. The biggest challenge in creating the design for the project was in mixing traditional elements of the culture to preserve and respect the long history and traditions of the Lunar New Year while adding newer modern elements that would catch the eye of visitors and draw them in to explore the exhibit.

As the designer, I worked closely and regularly coordinated with the executive director of the Center, who received feedback from her colleagues as well as the curator of the exhibition.

The final logo is minimalist in its approach and represents the moon and its movement. The pairing of the all-caps serif with the display font (which mimics Asian calligraphy) is a representation of combining traditions, old and new. I also designed marketing materials including flyers, a postcard, and an invitation package which incorporated the addition of Asian inspired clouds as a background texture. The project culminated with several environmental pieces, such as an outdoor banner, introduction and sponsor signage, and artist panels.

PUBLICATION DESIGN

Produced by Jefferson’s marketing and communications department, Innovator magazine details the news and accomplishments of the University and is distributed to alumni, as well as admitted and current students across the United States.

After the merger of Philadelphia University and Thomas Jefferson University, the goal of this magazine was to honor the legacy of each school’s history, while introducing readers to the new vision for the combined University. The spring 2019 issue covers Jefferson’s world-class reputation for design thinking, athletic achievements, alumni highlights and much more. The winter 2020 issue (available online) also explores the University’s innovative efforts in adapting and preparing students for the future of learning and work.

As the lead designer on this project, I worked with marketing managers, copy editors, and photographers to bring these stories to life. From storyboarding through completion, there were various rounds of review. Once complete, I worked with our print vendor on stock and finishes and attended press checks to ensure the best quality product.

Innovator incorporates dynamic imagery, textures, patterns, and colors from the University brand to create an ‘innovative’ yet familiar feel, celebrating the legacy institutions that make up the new Jefferson. This perfect-bound magazine features a soft touch cover with a spot gloss varnish.

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AWARDS/RECOGNITION
GDUSA, 2019 American Inhouse Design Award
2019 Folio: Eddie and Ozzie Awards, Honorable Mention

ENVIRONMENTAL DESIGN

DesignPhiladelphia in an annual signature event of the Center for Architecture and Design in which schools from the Philadelphia region display groundbreaking projects and efforts across design disciplines.

As presenting sponsor of the 2021 festival, the Jefferson Creative Services team was approached to design signage and panels for a modular display, with a goal of highlighting the University’s offerings and modern approach to learning.

As the lead designer on this project, I collaborated with marketing managers and the dean of the School of Design to ensure the content was being presented in the best manner.

Using the University brand colors and graphic elements, the 26 panels transition seamlessly across the space. Each panel focused on a different area of interest and included unique QR codes that allowed visitors to explore more online.

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“At Thomas Jefferson University’s School of Design, Engineering & Commerce, everything we teach, study and research is done through intentional design thinking. This holistic perspective, combined with dedicated practice, experimentation, and technique, is key to creating a better world.

At Jefferson, everything is ‘Design &.’”

RESEARCH & PRESENTATION DESIGN

Jefferson’s International Business graduate course focuses on all aspects of conducting business in a global environment with a strong emphasis placed on the impact of cultural, ethical, political, and other environmental factors.

Our challenge was to select a product (existing or new) and find gaps in the global market to form a profitable 5-year business plan.

My group consisted of three Jefferson graduate students of various career backgrounds, in collaboration with students from the Birla Institute of Management Technology (BIMTECH) in India. After our initial brainstorming process, we decided to explore peanut butter, an American staple. While BIMTECH chose to focus on India, my group saw potential in Mexico. Given the proximity to the U.S. and viable farmland around Mexico, we focused on establishing new operations (from farm-to-store) and increasing the appeal of the product to Mexico's current demographics. We developed a business plan for Jif Peanut Butter in Mexico (renamed Jeff after Jefferson). While Jif currently sells in Mexico, there is relatively low interest; however, we felt natives would embrace the product with the correct business approach, inspiring alternatives to traditional recipes..

In splitting up research responsibilities, I focused on research & development, customer/market segmentation, and market needs.

I designed the PowerPoint and coordinated Zoom backgrounds for our final class presentation. Using the existing Jif brand, I went with a clean and youthful approach in the color and font choices. This helped clarify the hierarchy of information and made dense details, like financial data, more pleasing to read.

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This business plan was part of the iMBA program at Thomas Jefferson University. View the full presentation here.

AWARDS/RECOGNITION
International Business Plan Class, 2nd Place

BRANDING

PB&Jams, Philadelphia’s nut butter company, was founded by Megan Gibson – a high school teacher and life-long athlete with a passion for great food, great music (the ‘jams’ in PB&Jams!), and her community.

This project was completed during my time at SEDSO Design. The client’s goal was to have a brand that represented all sides of her character and business, while still standing out in the ever-growing organic foods market. She had a flare for retro colors and textures and wanted the designs to feel like they had a personal touch.

I began with mood boarding different aesthetics of fonts, color palettes, and themes that could work cohesively. The initial logo options were a mix of hand-done typography and found fonts, paired with the mascot: a circus elephant. Throughout the design process, I worked closely with the partners at SEDSO and met regularly with the client.

The final logo, using custom typography, includes a nod to the client’s love of music in the ampersand as well as the elephants with milk crates, inspired by vinyl records. The four elephants represent PB&Jams’ nut butter offerings: original, almond, cashew, and walnut. The colors were inspired by the ’70s and were paired with craft paper for the organic feel in the packaging labels and business cards as well.

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Since the initial project's completion, this brand has expanded to a mobile food truck, merchandise, and a website. In 2016, PB&Jams was also featured in Triscuit's "Spreading Simplicity" campaign.

BRANDING & EXHIBITION DESIGN

As someone who has always loved pop culture, my objective for this project was to take something I enjoy and develop it into a cohesive and immersive experience. Designed in 2014, The Fame Phenomenon exhibit explores how fame and celebrity culture has changed over time. This exhibit explores the progression of how the idea of "celebrity" has evolved from being mysterious and elusive to overexposed and easily accessible.

Throughout the process, I met with my thesis advisor, several professors, and design professionals. While compiling research, I created mood boards and collected various sources (documentaries, books, and online resources) that explored different aspects of fame. I took my research and arranged it into a story that the audience would experience as they walked through the exhibit. It begins with a history lesson in fame and takes the viewers on an emotional journey of stardom through the unnerving chase and pressure of the media, culminating with putting the viewer themselves in the spotlight.

I designed the logo and seven exhibit section titles with a mix of solid and dotted line work to create movement. Each illustration represents a different vehicle of fame (i.e. books, a grand stage, cameras, magazines, televisions, and social media).

The color palette is limited to red as it represents various aspects of fame: a red carpet and dark rooms, but also mystery and danger. Like fame, the tone of red changes from dark and sophisticated to bright and obnoxious.

Since the floor plan design is critical in maximizing the audience’s overall experience, the space starts off open and gets narrower, making the viewer more uncomfortable as they go. This is paired with the intentional use of text and images extending past the wall, as well as photo-ops and media stands that enhance the story. The final room is an interactive experience where the person stands in the center as dozens of cameras surround them, projecting them on various sized screens and making them larger than life.

The final exhibit model, which was built by hand at a 3/4” = 1’ scale and later photographed, incorporates dimensional aspects and interactive stations to make it as realistic and impactful as possible.

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This project was my senior thesis at Drexel University.

AWARDS/RECOGNITION
Graphis New Talent Annual Merit Award, 2015
Most Outstanding Thesis, 2014
GDUSA American Graphic Design Award, 2014
Creativity International 44: Gold Award, 2014

EXHIBITION DESIGN

In 2015, the William Way LGBT Community Center sponsored Speaking Out for Equality: The Constitution, Gay Rights, and the Supreme Court at the National Constitution Center. This exhibition opened in June, during Pride month, and coincided with the 50th anniversary of the first in a series of gay rights marches, which took place on the Fourth of July on Independence Mall in Philadelphia.

Given the sensitive nature of the topic, the challenge here was to keep the design relatively neutral, fulfilling the Center’s congressional charter “to disseminate information about the U.S. Constitution on a nonpartisan basis,” while still celebrating the advancement of gay rights in America.

As the designer for the entrance graphics, I worked with our Senior Designer as well as Speaking Out’s exhibit designer to ensure that my piece of the exhibition felt cohesive with the rest of the show. I also worked with the Marketing, Visitor Experience, and Group Sales teams on all print and web collateral.

The exhibit itself, which tackled the subject in an uplifting tone, used a lot of historic imagery and bright colors. I used various photographs of LGBT rights marches in Philadelphia and paired those with the text of the Equal Protection Clause of the U.S. Constitution. To keep the marketing materials approachable and appealing to all visitors, I incorporated the colors from the exhibit into the black and white imagery.

PRINT & ENVIRONMENTAL DESIGN

The National Constitution Center’s Liberty Medal honors men and women of courage and conviction who strive to secure the blessings of liberty to people around the globe.

Every year, the goal for this event is to design a brand that best represents the recipient (their work, background, and legacies) while still following the established brand guidelines for the Center and Liberty Medal.

As the designer on this project, I collaborated with several departments of the Center, including Marketing and Visitor Experience, as well as the Development team who organized the event. I also worked closely with our Senior Designer through several rounds of color tests and press checks with our chosen vendors.

Using the existing Liberty Medal logo as the foundation, I developed the look for three consecutive ceremonies. In 2015, I utilized Tibetan garments and religious symbols to represent the Dalai Lama. In 2016. John Lewis’ graphic novels inspired a grunge, illustrative texture. In 2017, John McCain’s numerous military decorations and political background allowed for a seamless transition of the brand.

The produced materials spanned print and web, including a full invitation package, program book, large-scale signage, wayfinding and advertising.

ANNUAL REPORT

Adobe Inc. is one of the largest and most diversified software companies in the world, offering a line of software and services used by creative professionals for creating, managing, delivering, measuring, optimizing, and engaging with compelling content and experiences across multiple platforms.

As a personal challenge, I chose to design an annual report to push my publication design knowledge and better understand how to translate an existing brand into something fresh and new. The report was laid out using Adobe’s main areas of focus: innovation, creativity, sustainability, and community.

While working on this project, I consulted with an academic advisor along crucial steps of the design process and was inspired by Adobe’s mission of revolutionizing how people spread ideas and see the world around them.

I enhanced this notion by showcasing four of Earth’s habitats and using vibrant colors and imagery influenced by Adobe’s software, all while highlighting the programs and processes used to create each graphic. I included fold-outs to reveal the natural color in the photos, giving the reader a sense of discovery and also used various elements of the Adobe programs in my pull quotes and graphs to seamlessly tie everything back to the company.

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This project was part of an independent study class at Drexel University.

DIGITAL PHOTOGRAPHY

As a designer, I have learned that inspiration can strike anywhere. I have always been passionate about traveling and finding beauty in nature and architecture. I enjoy looking at objects in unconventional ways and highlighting captivating patterns, colors, and compositions.

These are snapshots from my experiences in London, Paris, Spain, Chicago, and Philly.

BOOK JACKET

The objective of this project was to design a book jacket for a classic novel. I was assigned Harper Lee’s To Kill A Mockingbird. Since its publication in 1960, this book has sold more than 40 million copies worldwide and has been translated into over forty languages. Since then, there have been hundreds of unique book jackets published.

For my concept to stand out, I took a more hands-on approach to the design. Inspired by special effects make-up, I experimented with molding clay and matching the deep, rough grooves of a tree. I later painted, photographed, and retouched the photo to get the rich, contrasting tones. I complemented the image with hand-done typography for the title and author. The yellow accent on the spine and the back cover represents the prevalent theme of caution in the novel, as well as the transformation of caution to hope in the story's narrative.

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“Compassionate, dramatic, and deeply moving, To Kill A Mockingbird takes readers to the roots of human behavior – to innocence and experience, kindness and cruelty, love and hatred, humor and pathos. Harper Lee always considered her book to be a simple love story. Today it is regarded as a masterpiece of American literature.”

This project was part of my book design class at Drexel University.