Brand Identity Services
RF Designs
At the end of 2023, I had the unique opportunity to do something nice for my partner's mom. Johnathan's mom, Rosemarie, has been creating for several years. However, when her hobby of creating turned into a small side business, she wanted to showcase her work on a website to get the word out. Naturally, I volunteered to help!
Due to the several years of creating various pieces of art, Rosemarie had a large variety of merchandise ranging from small resin pieces to larger woodworking projects. She had been curating her instagram account with all of her work. However, she wanted some high quality photos for the website. This was a perfect place to start, and I had her collect all of the projects she wanted photographed and I got to work. We agreed that we wanted the look to be similar to her Instagram account, organic and not too staged. She wanted it to look natural and incorporate her love for nature. To do this, I staged several of her products in various areas around their home and even took some products home with me to take at our apartment.
Once the photos were taken, edited, and approved by Rosemarie, I embarked on creating her website. She had already created a logo for herself using her own art and Canva, so it was easy to create a starting color pallette. We wanted to keep it simple, modern, and clean with a huge emphasis on ease of use on both mobile and desktop as many people viewing the website would be directed from social platforms like her Instagram account.
In addition to the photography and web design/creation, I also wrote almost all of the copy for the website. Having known Rosemarie for over 5 years, it was easy to write with her natural voice and she loved what I did. Overall, the website was extremely well received and they've had many customers since our launch in January 2024.
GRIT Style Guide and Logo
The GRIT Logo is the latest logo I created for Hensel Phelps and is probably my favorite. GRIT is a training given to all employees within our region in their first to second years. Their goal is to teach employees valuable skills they can take into the field or supply them with the knowledge and understanding of the jobsites to put into their jobs in the office. They wanted a logo that could not only be used for our region, but for all regions around the company as a whole to implement nationwide.
I had an initial kick-off/brainstorming meeting with one of the heads of our GRIT training program, and after asking several questions about how he wanted it to look and feel, we created a vision board utilizing designs and ideas we had talked about. From there, I found vital components that I knew he and the company would gravitate toward. For example, in our discussion, I noted that he favored wordmark-style logos, and almost all of the logos he let me know he liked were geometric and strong.
I knew I wanted to create a simple and strong logo to go hand in hand with the training ideologies. I absolutely love the way it turned out and adore the texture and ruggedness.
Balanced Body Nutrition Co
The Balanced Body Nutrition Co Project was definitely one of my favorite brand design projects I've been able to work on. After a long consultation with my client, I was able to jump in head first to designing multiple logos that would fit her goal look. I was able to create 20+ logos and narrow it down to 6 that I thought she would really love.
She was interested in a neutral color palette that complimented wellness, peace, and health but was unsure what colors she actually wanted. In my mock-ups I made sure she could view the whole picture by showing her color palettes along with the logos. Once the logo and colors were decided, we then looked to creating a simple and functional website for her clients. She had asked for a minimalistic site with an emphasis on her and her services, not so much flash and filler photos. Her and I collaborated on content and were able to come up with something she absolutely loved.
The last step in the process was creating her brochure that she would take to local offices and leave for potential clients. She wanted something that would stand out and be appealing for people to pick up and read. We settled on using a nice mix of photos and white space. You can view some of my work to the right!
M7/Merritt 7
The Merritt 7 project was a logo rebranding for a truck transport and logistics company. The word 'Merritt' is purposely spelled like this because it is named after the street where the business is located; it also works as its double meaning 'merit' meaning good or worthy. The number 7 also comes from the location, and we decided that would be perfect to build from, especially with both 'M' and '7' being very angular and sharp. The color scheme given was a patriotic red, white, and navy blue.
The original concept showcased a layering of the two elements. As the process continued, I was able to create four different logo concepts for them to choose from and unanimously they chose the circular design. From there I was able to execute iterations of that specific design, taking different comments into consideration from the clients. Unfortunately, the clients were unable to agree on the concept and the logo was not able to be completed; however, this project was definitely a learning experience and I was proud of the concepts I was able to create and wished them luck in their rebrand.
Venatori Logistics
The Venatori logo was created for my dad's logistics company. I was given a lot of creative control on this project. His only requirements were it must include a dragon and the Venatori typeface must be sans serif and sharp or geometric. There were quite a few logo iterations (below) to get to the final logo (right). The dragon shifted quite a bit from the original concept, to a much more simplistic design. I was able to create a cut-out effect to emulate a dragon slash through the text to give it more complexity. The full logo looks great together, but the dragon symbol can also stand alone and create brand recognition It can be used on business cards, work polos, collateral, and of course trucks.
Turkey Munch
This project actually hits very close to home. Since I can remember, my grandma has been making what we call "Turkey Munch." It has always been a side business she's had, selling it to local gyms and taking it all over Southern California to deliver it to friends, family, and neighbors.
People absolutely love it, and I can certainly say I'm obsessed with it myself. This last year, when small businesses were still getting hit hard by the pandemic, my family and I wanted to do something nice for her. I decided that it would be awesome if we could get her a new logo for Turkey Munch, something that looked a little more current but as fun and full of energy as my grandma!
I worked with her on creating a new logo, new labels for her meal portions, a flyer for an event she was doing at a local gym, and some brand new business cards to hand out. Not only did she love the pieces I had made for her, but she also took it upon herself to get t-shirts, an apron, and even embroidered masks for the whole family!
SGA and Associates Inc.
The SGA logo was a project I worked on for a vehicle storage company based in Southern California. The requirements were a sports car inspired look, and they requested the colors blue and gray.
I started by receiving a rough sketch from one of the associates, iterating a sleek car-like shape, maybe made out of the letters. We immediately went away from that concept to something like the second photo of a rough lightning bolt concept, and again moved to the third photo of that of a minimalistic car, and finally to the final logo. The outcome was exactly what they envisioned.
Asylum Industries
The owners of Asylum Industries came to me to help them develop a logo, and possibly some t-shirt designs for their active clothing brand. They immediately had many ideas for the initial logo, many having to do with concepts revolving around an insane asylum that included elements to try including: straight jackets, blood, jail cells, and more. We also wanted to play around with the capital 'A' because it is definitely a letter that can be manipulated in many distinct ways and still resemble a letter 'A.' I immediately made about 20 different logo concepts from which we chose to go off of the 'A' with a triangle cut out. I rounded the corners of the A to add a little more detail, which they agreed they liked much more than them being pointed.
I then took on ideas for a shirts and other apparel. We collaborated on an idea to have a splotchy bunny that looked as if it may be a part of an inkblot test. I initially made a bunny like logo (that can be seen in the 3rd photo on the bottom left), but we decided it needed more. We settled on the final design (first photo) which showcases a creature with snowboarding goggles and ASYLUM for teeth. The pop of the cyan adds a little more dimension to the inkblot look.
