Case study for a proposed app

Mountain image by Taylor Wright on Unsplash

Campaign developed for the 2022/2023 flu season. Projected infection rates for the coming year were high, so the team wanted to develop an eye-catching campaign that would stand out from the crowd and encourage people to get their flu vaccine.

To counteract the “vaccine-fatigue” messaging the country has been experiencing since 2020, we opted to give the flu a voice and let that voice be the motivator.

As lead designer for this campaign, I worked with the lead copywriter to develop various headline copies for different audiences, and a visual style that was distinctive, fun, and different from anything currently in market. I also oversaw the team that led the production of market versions, and video development.

The Medicare enrollment team wanted to expand upon their current marketing platform to drive more future members to enroll. The result was the creation of an E-Commerce Platform that expanded beyond ad leads to include 3 new landing pages coupled with email campaigns. This was a cross-functional project that brought together teams from the Government Business Division, Marketing, and UX departments.

As the lead designer for this project, I worked in tandem with my copywriter partner and our UX team for guidance. Utilizing our internal enterprise-wide design system, named Motif, I applied Anthem’s UI design elements to achieve a consistent style that was carried across all landing pages and email campaigns. This was my first UI design project at Elevance Health, allowing me to develop additional program capabilities in Sketch, Miro, and Zepplin.

Feedback from the launch was positive, with open rates well over double of the average for both healthcare and insurance industries. Click rates were 4x the average of both industries. The majority of those who signed up for emails were opened by almost half. The ad landing pages converted web form inquiries at 1.8x the rate of non-eComm landing pages.

William & Mary’s Athletics brand was looking for a brand refresh to better align their branding with the university’s. Although well-known locally and even statewide as the “Tribe”, this did not convey an association to William & Mary on a national level.

The updated logo replaces “Tribe” with a stylized W&M monogram. There are 2 versions of the logo, the primary one being the monogram with a more illustrated version called The Crest, incorporating Tribe and the new Griffin. The previous mascot illustration was too friendly and so along with the logo was revamped into a more modern, fierce representation. It’s also more dynamic, where I illustrated several versions of it in different forms.

A fun project to refresh my skills with After Effects. A cute snowy cabin illustration animated into a gif.

The Asian Centennial at William & Mary celebrates the admission of Chen Pu-Kao – the first student from Asia who graduated in 1923 – along with the contributions of the preceding generations of students of Asian, Pacific Islander and Middle Eastern descent.

The celebration begins in 2021 and will continue for the next 3 years covering workshops, lectures, and guest artists from a wide-range of APIA backgrounds.

As half-pacific islander myself, I was honored to take the lead in designing for the Centennial’s branding. Because the celebrations will go on for a few years, I created a suite of different logos that can be used interchangeably as a way to keep the identity feeling fresh during the duration of celebration. The main flower visual is a combination of a hibiscus and lotus flower, 2 separate elements that were used on previous APIA materials, but by combining them into a single icon it represents the unity of the community and allows for a strong, consistent visual to carry throughout the materials.

I also illustrated a versatile collection of bespoke patterns to be used on various collateral. drawing inspiration from the many cultures that make up the APIA community. The color palette was taken from William & Mary’s tertiary color palette to help differentiate the branding from the main university’s.

Shown as examples are posters, Zoom backgrounds, and thank you cards that were created at the launch.

William & Mary’s Cohen Career Center publishes yearly reports on the career outcomes of recent grads, which are available to read on their website. They wanted a new template created as their previous versions were dated.

I was tasked with designing the new template for two digital reports – the example shown here is for Arts & Sciences undergrads. Because the information is very data-heavy, I wanted to design the pages to feel light and easy to digest, by using a lot of white space with big minimal infographics and vibrant pops of color.

Infographic designed for the university’s Covid-19 awareness campaign. The infographic is based on an article written by a professor at W&M and meant to communicate in an easy-to-understand format the varying levels of personal risk tolerance during the Covid-19 pandemic. I created illustrations that were friendly and communicative of the situations described in each level.

The William & Mary McLeod Tyler Wellness Center officially opened in 2018 and needed a brochure to highlight their services and offerings.

One of their core communication ideas centers on the idea of wellness on different “dimensions”. I expanded this idea into a physical representation by creating a unique trifold brochure that has dimension and physical space through the use of die-cut pop outs. The shape of the brochure itself is based on the outside architecture of the building, while the green ties in the color palette of the interior.

White Squirrel Winery is a small, family-run vineyard located in the rolling hills of northwest Tennessee. Being a small run operation, their initial logo and wine labels were created by the owner’s son. As the business grew and customer base expanded, they recognized a growing need to refine and modernize their existing branding.

The location of the vineyard is home to the largest population of albino squirrels in the nation (hence the name) and as a result the owner wanted to keep the existing name and motif of a white squirrel on the labels. The overall design direction was to take the existing branding and labels from quirky and playful to a more refined and vintage-style execution. We updated the handwritten logo to a typeface and lockup that communicates a more polished and established feel.

The owner commissioned an illustrator to develop 3 different squirrel illustrations that would be used on the new label system. Each illustration would represent a classification of wine; still, carbonated, and specialty. The wine varietals are also delineated by color to help establish differentiation. The back of the labels are consistently laid out, with a nice screened back illustration of the vineyard. The style of illustration was very important – the pencil-sketched rendering further helps communicate that vintage feeling.

Logo created for the Institute for Integrative Conservation’s new podcast “Conservation Stories”.

The Tack Faculty Lecture Series is a series of free lectures given to the public twice a year at William & Mary. The lectures happen twice a year, one per semester, and are given by a faculty member from the University covering a topic of general interest.

The posters showcased here represent a few of my favorite pieces I’ve designed over the years. I love being part of this project as it allows me to meet professors from the school from a variety of backgrounds that I wouldn’t normally get to meet,

Logo identity created for a public education administrator who was looking to set up his own consultancy business.

The idea for the logo was based on the idea of dialogue and conversation, the fundamental core of any consultancy business practice.

The McGlothlin Leadership Forum in an annual event held by the W&M Raymond A. Mason Business School. It brings together industry business leaders and future business leaders enrolled in the business school for 3 days of lectures, seminars, and networking.

The idea of using triangles was based on a graphic that I illustrated in the program, the 3 points of a triangle representing the different attendees coming together to create the forum (students, industry leaders, and the W&M community). Being a simple yet very versatile form, the triangle is used in different ways across the event materials, from a background texture to a super graphic, it creates a classy, yet dynamic layout system across all the event collateral.

Logo and business card design created for a freelance construction contractor based in Santa Rosa, California.

The colors are illustrative of both the client and the location. Blue and orange tend to be representative of California, but Charlie is also a ginger who happens to live in California so it seemed more than fitting.

The logo is simple and modern. The shield was designed to represent a structure and look dimensional — to represent the real world that Charlie works in. It's balanced by the modern and geometric typeface Pier, which helps evoke a sense of stability and strength.

Hazelton Strategies is a strategic consulting firm for non-profits and foundations located in Northern California founded in 2016. They wanted to establish their brand and make a better impact to future clients, so were in need of a solid brand identity.

The concept for the logo came about during a kick off meeting when the client mentioned that they liked to forge connections and bring people together. Using that as a foundation, the logo's main symbol is an "H', which coincidentally is a great letter to build an abstract bridge. Not only do bridges literally bring people together and connect places, it's also geographically relevant as the Bay Area is surrounded by bridges.

Not wanting to use the stereotypical orange that is associated with California, we explored numerous color options. The client settled on a tertiary palette that was both bold and contemporary, yet not too alien from the political atmosphere they work in.

Logo created for a local Williamsburg tech startup called CodeBird.

My client wanted a logo that "feels 'techie' but is not overly cold and devoid of personality, since it's just me, I don't want to feel like a faceless company – also, I really like geometry".

Following that brief I came up with a logo that was geometric in nature but brought personality through by adding a mascot. The cardinal is the state bird of Virginia and you can see them in abundance throughout Williamsburg. They are also brilliantly red, so to balance such a strong color, a neutral gray seemed the most logical as it also helps make the overall logo feel more technology orientated.

This was a self-initiated project to create a hypothetical line of salad dressings for Hidden Valley Ranch.

The "brief" was to explore different concept designs that created a distinct brand architecture system for a Hidden Valley Greek Yogurt Dressing line using the 3 flavor profiles shown here as a basis.

Besides developing a unifying system, the "client" wanted this product line to have a premium look and feel as it would be sold at a higher price point.

This was explored and achieved in each concept by using rich, eye-catching colors, luscious product photography, pictoric illustrations, and handwritten typefaces used to convey an artisanal feel.

Charter Day is the official "birthday" of William & Mary celebrating the granting of the Royal Charter by the English Royals, King William & Queen Mary.

I was in charge of designing and implementing all of Charter Day's branding material which included banners hung around campus, lapel pins, an invitation package with variable RSVP cards, and a program for the event to name a few.

Pierogies of Cleveland, or POC, is a small family run business located in Cleveland specializing in handmade, artisanal quality pierogies.

Having only sold their products in their own store, they are now expanding and selling their products in grocery stores. In order to compete with other pierogie brands, they needed a new package design system for their top selling pierogie flavors.

They wanted a new design that was simple and premium looking, but that could incorporate their already existing logo and green brand color. I came up with a simple architecture system that divided each flavor into bright, distinctive colors. The top half of the label is consistent for all the flavors, showing their logo, product name and a silhouette of the Cleveland skyline. Their old packaging featured a "grandma approved" stamp that customers loved, so that concept was kept and refreshed for the new packaging.

Series of pattern designs for a Burt's Bees gift package.

Themes were based around nature and Burt's Bees iconography (i.e. honeycombs and bees).

Clorox ToiletWand is one of Clorox’s core home cleaning brands. Sales were slumping in recent years due to an increase in competition. The brand team decided it was time for an update to the dated packaging graphics in a bid to bolster sales and regain market shares.

I was responsible for updating the entire line of the ToiletWand portfolio as well as creating and implementing all secondary packaging graphics. As this was only a brand refresh, I retained the blue equity from the previous packaging, but updated the word mark to match the current Clorox Home Care architecture. I simplified content on all the panels and gave the whole line a more modern feel using big products graphics and bolder colors.

I was hired by branding agency Colour Outside to work with them on designing print materials for the National Center of State Courts' annual William H. Rehnquist Award for Judicial Excellence.

As this is an annual event, the ook and feel for the print materials changes every year based on the designer's preference with the only parameters being that NCSC colors must be used and the overall treatment must reflect the nature of the organization and its members (i.e, simple and traditional, but elegant and sophisticated).

Not wanting to go with obvious concepts such as pillars, the concept for this year was based on a simple graphic treatment of the numbers 2016, written out in roman numerals as a nod to the architecture in the Supreme Court (of which roman numerals abound in sculptures and plaques).

Event materials included a Save the Date, Invitation Suite, dinner and lunch programs, and dinner menus.

I was hired by a client and his daughter to help them create a logo to help celebrate a national day for skiers. They wanted the logo to use for merchandise to help recognize this day, but also to help donate a percent of profits to Protect Our Winters.

They wanted a design that was kid friendly and felt outdoorsy. We settled on a yeti character, who legend holds is the keeper and protector of the mountains, which seemed the perfect symbol for this environmentally focused client.

Logo created for radio station K-LOVE's 2018 annual cruise.

The cruise is a 6 day tour of the Caribbean filled with concerts from K-LOVE artists. Because the main focus of the cruise is music, the logo needed to reflect that. A musical note might seem the obvious cliche, but was the perfect shape to play with negative space to allow for a cruise ship to "burst through" on waves. Palm trees and a setting sun help add to the Caribbean feel.

*Photo of ship atrium and entrance courtesy of K-LOVE