I conceptualized and executed a cohesive, multi-channel campaign for PHCbi, specifically designed to increase brand awareness in the technical equipment sector. The core strategy shifted communications from listing technical specifications to highlighting direct user benefits, effectively simplifying complex product value propositions.

The end result was the delivery of a scalable and unified creative toolkit—a comprehensive solution encompassing everything from custom illustrations and an interactive PowerPoint sales tool to a modular trade show environment and a full set of print and digital advertising assets.

I led the visual development for the launch of Corteva's new line of biological products. The core challenge was executing a strategic brand extension that allowed the new line to be visually distinct—communicating innovation and specialty—while maintaining clear recognition as a Corteva offering.

This effort included extensive visual identity exploration to define new color palettes and design elements for two novel product categories (Pheromones and Biostimulants), alongside established categories. This process ensured the brand could scale into new market spaces.

Deliverables included: Logo suite, specialized product packaging, comprehensive print and digital template systems, and all requisite corporate website assets.

In 2020, I led the creative design for the comprehensive rebrand and renaming of Peachtree Accounting to Sage Accounting. The primary objective was to launch a new retail packaging system that transcended the existing brand perception and established a strong, confident market presence.

The resulting two-piece packaging solution was engineered to convey professionalism, reliability, and institutional confidence on the retail shelf. This design was crucial in communicating the brand's new, elevated identity to the small-to-midsize business sector.

Recognition:

Winner of an AIGA 2022 Best Packaging Award.

I provided essential design and asset creation for Hennessy’s digital tribute to Major “White Rabbit” Taylor. My role involved translating the overall campaign concept into a compelling content hub on the corporate website, ensuring a smooth and engaging user experience.

I designed and prepared the visual assets for a wide range of features, including those highlighting contributions from various artists. Additionally, I created the necessary supporting graphics for the associated sweepstakes and the National Bicycle Company (NBC) scholarship initiative.

Key Focus: Digital asset production, web content visualization, and campaign support graphics.

Created using Sketch.

I executed the digital design and visual asset creation for a dedicated Kroger microsite aimed at increasing accessibility and engagement with the Spanish-speaking community.

My role involved creating a visually inviting and culturally relevant environment. This included designing graphics and layout elements to feature traditional and holiday Latin recipes. I also developed clear, engaging calls-to-action and visuals to promote the Rewards Program sign-up, coupons, and available savings, directly supporting Kroger's marketing goals.

Key Focus: Multi-lingual web design support, audience-specific visual communication, and user engagement graphics.

As Graphic Designer, I contributed to the strategic expansion of Publicis Groupe by designing the visuals for the new internal Client Experience brand. This brand unified the front-desk and office services across multi-brand US locations, ensuring a singular, premium experience regardless of the specific agency a client was visiting.

I successfully created and adapted a complete set of localized print and digital tools for each city, ensuring a consistent visual tone. This system design included creating:

Informational Guest Guides.

Practical Luggage Tags and front-desk Signage.

Digital Email Banners for office announcements.

Professional Client Request Forms.

As a Graphic Designer, I designed the complete branding and packaging for the Heisenberg Brewing Company. This project required creating a compelling identity for a home-brew operation, turning the concept of "uncertainty" into an appealing market feature.

My execution included:

Logo and Visual Identity: Inspired by the visual representations of the uncertainty principle.

Label Design: Detailed close-up, 360-degree bottle view, and flat label design that visually expresses the core concept.

Packaging System: Creating a system that is sophisticated yet conceptual.

This demonstrates my ability to translate complex ideas into impactful, consumer-ready visuals.

This portfolio section is dedicated to various illustrative and conceptual projects that showcase my passion for visual communication and idea generation. These pieces are crucial for demonstrating versatility in tackling different subject matter, from complex mechanisms to music tribute art.

The examples range from original artwork for a Ramones LP cover concept to the conceptual poster for the band Cake, and contributions to projects like the "Letter X" alphabet book. The inclusion of the "Rube Fishberg" piece highlights the value of strong conceptual execution, even when a campaign doesn't move forward.

A collection of icon and logo designs

1. Hygge Icon Set, available for download from The Noun Project

2. Mergemarks, a design exercise combining 2 random words together into a visual concept

3. Dream RC Innovations and Heisenberg Brewing, freelance logo designs

4. Shedd Aquarium, logo idea and wayfinding icons

5. Ology Magazine, logo idea and section icons