Brand Identity
Creating this vineyard's brand identity involved coming up with a minimal and modern approach that could convey its refined beauty.
The typography was built upon a clean, simple sans-serif typeface. Script-style serifs were also used as accents, drop caps, and the lettermark itself.
Taking advantage of the springtime, I shot several pictures of blooming rhododendrons and used the eponymous flowers to inform the imagery and color accents for each of the wine varieties.
A subdued palette allowed the bright colors of the flowers to become stronger focal points. The black and gold in the pattern also emphasized the elegance of the brand.
The rich, high-end palette balanced the saturated accents and embodied composure and grace, ultimately elevating the status of the Rhoadies brand and its product.
Brand Identity & Package Design
There's something to be said for typefaces with a range of widths and weights. With boxing posters and bodybuilders in mind, Knockout was perfect choice. Because it's all about more weights.
Drawing from Paula Scher's work, the wordmark was a great chance to not only showcase the versatility of the typeface, but to also visually represent what the brand name and the product are all about.
On the package label, the bold presence of poster type and the intensity of using uppercase combine into an energetic look that's well-suited to BULK's fitness brand.
Underscoring the idea of protein powder as fuel led to an eye-catching and memorable package design. Colored containers distinguish between product flavors while ensuring a cohesive brand.
Brand Identity & Merchandise Design
This active snowboard brand needed a new identity that was playful and energetic, yet didn't come across as too dangerous or childish to middle-aged audiences who still sought some adventure.
Through many sketches, the logo was refined into a simple geometric mark. Referencing the black diamond slope rating, the W shape provides stability to the symbol while still conveying upward motion.
The palette of soft, analogous blues is comforting and calming. It also captures the invigorating atmosphere of an alpine mountain.
In contrast, warm orange accents excite the eye and provide strong focal points. The color palette's versatility allowed it to be adapted to a variety of merchandising and web design needs.
Strong angles and geometry were used in layouts and photography to further emphasize motion, energy, and depth to reinforce the dynamic feel of the brand.
Brand Identity & Package Design
Inspired by the ornate, elegant handlettering of Tobias Hall, the typography for this brand was born out of many sketches and a need to stand out in the growing craft beverage market.
A bold presence was needed, but a curvy, condensed serif provided a unique and handmade foundation for the brand’s lettering and wordmark.
After some lasercutting tests with the ‘4’ lettermark, I created a dieline for a custom four-pack in the style of a fort-like palisade. Also serving as a handle, the ‘4’ suggests the loose form of a flag in the wind.
Together, the package and typography create an elegant, yet free-flowing character for Fortitude.
Film Production & Poster Design
Writing and directing this short film was a project all its own. However, in developing a visual identity for the film, it offered a unique opportunity to apply design principles to the film-making process.
Drawing from several classic title cards from the 1950’s, the film's wordmark evokes the dramatic presence and moody shadows of the film noir genre, as well as the dusty projections in theaters.
Inspired by high-contrast look of film noir and the work of Saul Bass, the movie poster visually conveys the theme and feeling of the film in a striking way. Reds served as bold accents to the grays.
With many warm oranges and earthtones in the film itself, golden accents were used in other elements. This, as well as the film's setting, led me to draw more inspiration from Art Deco styles.
Brand Identity & Package Design
This brand for the Morocco Tourism office promotes a new airline. Informed by the country’s culture and history, I explored several logo options and developed a comprehensive style guide.
The intricate patterns of the country’s art and architecture were incorporated throughout the identity as visual elements.
Souvenir packaging also took inspiration from the interlocking, woven nature of Morocco’s architecture. The handle of the packaging was made with seven dowels bound together with rope. Similarly, the bottle label was woven together from two sheets of paper.
The brand’s patterns represent not only the artisanal tapestries made in Morocco, but also the people woven together by its friendly and welcoming culture.
Publication Design
Quanta is a science-and-technology magazine that needed a clean, modern look to match. A sans-serif wordmark kept the brand contemporary and geometric forms gave it a more mechanical edge.
With tech in mind, the lettermark was then modified to look like a power button. Giving a thicker weight to the letters ensured a bold presence that wouldn't be ignored on a magazine rack.
For the feature articles, conceptual images were explored and developed to better grab and hold a reader's attention while still conveying the theme and content of the article.
In other places, dynamic and energetic angles were used to pique interest. Color associations were also considered and sometimes subverted to anticipate a viewer's reaction.
Subheadings, lead-ins, and pull quotes also further serve to better organize the information and highlight the article's key points and help guide a reader's eye through the spread.
Rebranding & Print Design
For 30 years, OMP has built a reputation as a welcoming haven with good food and great brews. This redesign aimed to build a visual identity worthy of that reputation.
Warm hues maintain the restaurant's history and hometown feel. Orange and brown convey a rustic comfort that also evokes the beers they brew there.
The cursive script is old-fashioned, yet familiar, like a card from Grandma. This typeface adds the personal touch of handcrafted refinement.
The color palette, together with a subtle slab serif, gave the menu the rustic feeling of an old cookbook.
Putting the wordmark on a curve made it even more friendly, almost playful. Much more welcoming, it made a perfect addition to the front door.
Publication Design
Condensed serifs have a strong sense of formality, even austerity. Though less common, they can convey unease or danger well, both of which can be found in the world of Dungeons & Dragons.
This fictional book is about Chult, a lost and forgotten jungle. Background textures, as well as a green hue and torn edges, give the book the look of an old, weather-beaten journal or explorer's log.
This project required strong typographic hierarchy. Color highlights and scale contrast allow the eye to easily skim the pages. The drop caps hearken back to medieval era and illuminated manuscripts.
With so much body copy, It was equally crucial to find interesting ways to break up the text. Torn edges, stain textures, text wraps, and overlapped photos all work to create visual interest.
While a sans-serif was used in sidebars for style contrast, serif typefaces are used heavily throughout, as well as full justification, cements the book's encyclopedic and informative presentation.