recent work

InnerView by Perimetrics.ai / Brand Discovery

/ PHASE 1 /

Before settling on a logo, I created these 3 distinct options to visually articulate the brand direction into one of three different aesthetics. Each are customized to represent a viable market. The purpose of this exercise was to narrow down the brand with imagery, fonts, and photo treatment rather than with words for the approval process to be more cohesive and easy to understand before too much was invested into the project.

Aesthetic 1: Fresh Focus

Aesthetic 2: Medical Focus

Aesthetic 3: Tech Focus

/ PHASE 2 /

After viewing the 3 aesthetics above, the client chose “A combination of Aesthetic #2 and Aesthetic #3 that’s bright and simple.” With that direction, I created this Brand Discovery Questionnaire that visually showed the choices between different aspects of the aesthetics. This process allowed us to arrive at a hybrid look that would represent both the Medical and Tech aspect of the project.

Brand Discovery Questionnaire

Abide·ly Co   /   Kickstarter Campaign

/ PHASE 1 /

I created the branding for the Abide·Daily Planner in preparation for a Kickstarter campaign. The brand was designed to be feminine while not excluding masculinity, rich with neutrals but no strong accent colors, with organic textures and cheerful typography.

/ PHASE 2 /

I created all of the launch graphics, the Kickstarter campaign page, and over 100 social posts to support the campaign. I also art-directed the promo video and photoshoots, provided all supporting graphics, and took the majority of the photos of the product once it was produced. Not to mention… I designed, wrote, and produced the product itself.

HRock / Location Brand Differentiation

Using the flagship location as the starting point, the objective of this project was to create a different, distinct vibe for each location. The brands would all present a cohesive look that represented the flagship location well, but that also reflected the culture of it’s demographic and geography. Each location came with notes to inspire the look, represented by a selection of fonts, colors, graphics, and imagery to set the tone.

/ The logos, brands, and mood boards represented below are created by me, but the graphics and photography were sourced from other creators /

Brand 0: Flagship Location / Mood: Harvest, Warm, Welcoming Southern California Vibes

Brand 1: Downtown Los Angeles / Mood: Urban, Colorful, Fresh, Southern California Vibes

Brand 2: HRock.YTH / Mood: Young, Powerful, Edgy, Bold

Brand 3: Corona / Mood: Elegant, Nature, Desert, Warm

Brand 4: Orange County / Mood: Beachy, Light, Airy

Brand 5: Music / Mood: Deep, Urban, Moody, Trendy

Brand 6: East Bay Area / Mood: Wine-Country, Sunset, Mature

Joyful Java   /   Coffee Shop Grand Opening

/ PHASE 1 /

We started the branding for this local coffee shop with 2 completely different directions: warm, modern, and classic; or playful, colorful and… well, joyful. While I adored the playful direction, we went with the more timeless coffee-shop look.

/ PHASE 2 /

After we narrowed down our focus, we tried a few different scripts to try as the base of our font. From there, we modified the logo until it had a joyful, friendly vibe that still fit our timeless mood.

/ PHASE 3 /

Once the logo and brand were defined, we created a slew of launch graphics for both print and digital to announce and celebrate their opening, as well as their menu boards, window clings, and gift cards.