Sway Sundries is an all-natural handmade soap and beauty products company I began in 2016. Starting a brand from the very beginning completely from scratch was very exciting. This included the name, logo, packaging design, photography, illustration and digital applications. The requirements: stand out amongst the competition, convey quality, flexible style to fit many different design needs and convey a Southern California beach feel.
My approach started with extensive research into the soap and beauty category. After many ideas Sway Sundries was selected and the logo was developed along with brand guidelines. Packaging was conceived and the beginnings of a new beauty brand began. Sway Sundries maintains a consistent look that resonates with it’s target market and continues to evolve. Right now we are just on Instagram and sell (or gift) to family and friends. Check out my Sway Instagram account: https://www.instagram.com/swaysundries/
Working as a freelance creative for Fiero Agency I was tasked with concepting and designing an interactive website that would be shared with vendors and employees to celebrate Technicolor's 100 year anniversary. It was a massive project with a ton of information that needed to be translated into an easy to digest but also entertaining experience. Not only that, but the files were to be built by their internal team which meant communication was vital in getting the project done right and on time. The final product exceeded expectations in overall visitors to the website and was well received throughout the company.
Loden is a new luxury line of CBD-infused skincare and wellness products. I designed the line from start to finish. This included the copywriting, photography, package design and website design. Please visit the website at www.loden.club.
McDonalds asked for creative out-of-home concepts that convinced customers to add-on items to their order. This idea still in it's presentation stage involved wheatpasting posters, aka "poster bombing," around town in strategic locations. Fries and a Coke really are the best pairing in my opinion.
Senior Art Direction & Design work done while working at Lavidge — Phoenix, Arizona
One of my first projects freelancing was working with a start-up company in San Fransisco putting on a pop-up event to start gaining awareness for their all-natural beauty brand Wilde Body. The look needed to feel modern, natural and be easy to translate to many different mediums. We hired Dana Veirs to create hand carved illstrations of the many botanical ingredients used in their products. The client was thrilled with the final results.
"Thanks again for all your hard work. It went over exceedingly well- we had so many compliments on the branding." -Adrienne, Wilde Body Co-founder
Illustration: Dana Veirs
At Lavidge one of my bigger clients as senior art director was Blue Cross Blue Cross Blue Shield of Arizona. BCBSofAZ is under the Blue Cross Blue Shield umbrella and has a brand standards that must be followed for all creative and marketing materials. Working within the parameters of their guidelines and becoming the steward of their standard I created multiple campaigns for tv, print, digital and out-of-home. My examples here include two print ads targeting new customers and the iPad is an example of the keynote presentation created for BCBSofAZ sales people explaining their services. Research and a clear strategic direction was vital in creating creative that spoke to the target audiences.
Zari was founded by Keshi Muraya and is a dream born out of her love for Ankara fabric, her African heritage and the desire to empower women. Zari came to me to create a brand identity that would stand out amongst the competition. Two shapes come together to create a minimal Z. What works best about this mark is how easily it goes from a small tag on a bandana to a large outdoor sign. Loved working on this project. The website just launched, please check it out at https://zari.life
Dole, the world's largest producer and marketer of fresh fruit and vegetables came to Lavidge asking for a direct marketing campaign targeting grocery store buyers to keep Dole top-of-mind and educate them on their next banana marketing campaign. The images on the left portray the gift boxes that were mailed to the buyers containing creative ways to cook or blend bananas recipe cards, campaign posters and all the fresh ingredients needed to get right to cooking. This took a huge amount of coordination with a fulfillment company and getting the product done on budget and most importantly on time. The result was so well received they extended the campaign and created additional marketing materials and out-of-home ideas to continue the concept to consumers.
Senior Art Direction & Design work done while working at Lavidge — Phoenix, Arizona
Illustration: Jon Arvizu
Republic Services, the second largest recycling and waste provider in the United States was in need of a major rebranding. Over the years Republic had merged with different companies and needed a new cohesive look and voice. Working with our team, I helped establish their new look and brand identity. Research and strategy were very important to the ideas we delivered. We designed and created everything from print ads, television ads, stationary, digital assets, new photography, truck designs and more. It was a massive undertaking for our team. This is an example of my ability to work on a very large scale with many moving parts, all while keeping an eye on the budget and timeline. In addition, I was the lead art director in-charge of photoshoots and television shoots. The end result remains clean, modern and friendly. Here is just a small sampling of the work.
Illustration: Jorge Porta
Hero Photography: Andy Anderson
Here is a range of final logos, logo concepts, package design and other branding materials I've designed. Over the years I've created for many different clients and industries. Many of these marks need to work in multiple mediums. They live and breathe the brand and need to work in many different mediums.
Activate Health is a marketing agency that works solely within the healthcare industry. I created a new brand identity for them as well as designing their website. Visit the live site at http://activate-health.com.
CreativeLive is a San Francisco and Seattle based company has grown to a global community of 10+ million. The site, staff, and founder work daily to champion creators dreams; offering 1500+ free and paid creative classes, learning paths, blogs, tips, laughs, a friendly push, and much needed support for the real creative journey. I have worked with CreativeLive as a freelance digital designer and touched many different areas of the company. I’ve led the rebrand for their B2B side as well as crafting many email templates, eBooks, digital white papers, web banners and social media campaigns.
Matrix Medical network provides in-home care to help health plans and other at-risk entities improve quality management. My first task was to help give them a brand facelift. It needed to not be a total departure but feel more modern and help them compete with bigger healthcare brands. For over 2 years I've worked remotely with Matrix as a freelance creative. Creating everything from marketing product cards, trade show booth designs, print ads, digital banner ads to searching for stock photography/illustrations. I also helped design their new website. Visit the live site at https://matrixmedicalnetwork.com. They are an amazing client and company.
Enchantment Resort in Sedona, Arizona is a 5-Star resort and spa ranked #1 luxury resort in Sedona. In desperate need of a rebrand that fit the beauty and exceptional quality of the resort that had just gone through a massive renovation. While working as the senior art director at Lavidge I develop the new brand identity and corresponding system. The hand painted strokes resemble an E for Enchantment but also represent the cairns you find along the properties' many hiking trails. The rebranding included updated all their marketing photography for the resort which I art directed. Such a great project to work on and if you ever get to Sedona, make sure you check it out. It will not disappoint.
LimeLit Publicity is a new business venture by Rebecca Hasulak. Rebecca comes with a strong background in public speaking, coaching, strategy, development and execution of PR and content programs. All which has led to her next endeavor, LimeLit Publicity. I was tasked to create the entire brand that was clean and minimal and had a color palette that "felt like her." Overall her target market will be women but we didn't want to make the brand feel to overly feminine. This new venture relies on face-to-face meetings so created a business card system that tied in well with the website was very important.
The Honest Kitchen started in the founder’s kitchen in 2002. They make human-grade pet food with dehydrated ingredients. I have worked with The Honest Kitchen as a freelance designer. I’ve helped develop trade show booth graphics, packaging design, web graphics, brochures, catalogs and more.