THE PROJECTS
YOUTH MOB APPAREL CO.
CLOTHING BRAND
-PROJECT OVERVIEW-
Youth Mob is a casual, street style-inspired clothing brand whose target audience is young adults between 18 – 30. The company was in need of a logo and some engaging social media ads as well as some packaging designs that were reflective of their overall aesthetic. In trying to determine the exact look and feel they were going for, I mentioned the phrase “the ostentatious confidence of being young…” and my client said: “Bingo,” so that became my starting point. From there, I began researching street style and realized it is heavily influenced by the roughness of grunge and the vibrancy of hip hop, so I knew I wanted to give a nod to both fashions. This was achieved with very lively colors along with bold patterns and textures. The logo itself has a bit of a graffiti vibe to it for extra emphasis.
All mockups designed in Photoshop; Illustrative elements and custom logo font created in Illustrator; Motion graphics edited in AfterEffects.
CHOMP
SNACK COMPANY
-PROJECT OVERVIEW-
Chomp is an innovative snack brand whose mission is to combat sweet cravings with nutrient-packed treats that taste more like a guilty indulgence than a healthy compromise. This client needed a logo that was playful and inviting along with several package design options that highlighted their unique flavors while feeling “high energy and fun.” The following are my interpretations of the brief.
The animation elements were drawn in Illustrator and then pieced together as a GIF in Photoshop atop a manipulated stock photo. Design elements for all packages were created in Illustrator and mockups were made with Photoshop.
THE DOG SHOP
PET SUPPLY STORE
-PROJECT OVERVIEW-
My work with The Dog Shop entailed a comprehensive branding package that included a logo, packaging and publication design, as well as some web and app landing pages. The work was extensive and the revisions many, but it was definitely a great learning experience getting my feet wet in the pet supply industry. One of the priorities for the overall brand aesthetic was finding the right balance between being informal and approachable while still looking polished and professional. I liked the idea of including a bright blue in the color scheme as blue has connotations of trustworthiness- an important quality for any consumer good- but a lighter shade maintains some playfulness. Along those same lines, I opted for a bit of humor in the advertisements and proposed toy names. For the app and desktop landing pages, I felt that simplicity and a clean layout were key for user friendliness.
ORGANICKINKS
HAIR CARE LINE
-PROJECT OVERVIEW-
OrganicKinks is a brand of natural hair care products tailored specifically to textured hair types. Their line of products is expansive, but their mission is simple: to care for natural hair with purely natural ingredients that are good for you and the environment. As the process of styling textured hair with harsh chemicals is becoming more and more a thing of the past, it was important to maintain a sense of modernity in the logo. I knew that a sans serif font would be the ideal choice, but I didn’t want it to feel overly rigid or structured, so opted for one featuring variegation amongst characters and some curvature to lend a sense of movement. To add a little more interest, I included a stylized line suggestive of a curly strand of hair. I purposefully created the packaging with minimal adornment as a subtle allusion to the lack of additives in the product ingredients.
COLOR BOX
HAIR DYE BRAND
-PROJECT OVERVIEW-
Color Box is a brand of temporary hair dye that specializes in vivid hues for statement style. It is also the result of a hobby of mine: brand imagining. From time to time, freelancing has its lulls, so I like to take those opportunities to explore products and industries not yet represented in my body of work and to revisit old, unused logo concepts. For this logo, I played around with the letters by adding right angles to create the illusion of a box. The curves, angles, and overall symmetry of the letters were all meticulously measured for optimal balance. From there I had fun with some packaging options as well as a print advertisement.
MARIMAR ZEN BOUDOIR
HAIR SPA
-PROJECT OVERVIEW-
Marimar Zen Boudoir is an all natural hair spa owned and operated by a dear friend of mine. After working in a few high end hair studios throughout NYC for several years, she decided it was time to open her own location and reached out to me to design her website. She basically gave me free rein to design it however I wanted, so I used what I knew about her and her sense of style to inform all of my design decisions. Subdued sexiness was the overall tone I was going for. I opted for muted imagery and a mono-chromatic color scheme to add a sense of calm and chose the hero image for its subtle suggestiveness of a woman in her most natural state of beauty: waking up.
ARMADILLO ROASTERS
COFFEE COMPANY
-PROJECT OVERVIEW-
Armadillo Roasters is the quintessential corner coffee shop complete with local art displayed on its walls and live bands/ open mic poetry readings on the weekends. They wanted me to create a logo that could hold its own as either a brand mark or wordmark, some promotional materials, as well as some packaging designs for retail offerings that extend beyond their menu. The logo and packaging artwork were created in Adobe Illustrator and the mockups were made in both Illustrator and Photoshop with stock photos that were edited for realism.
