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Branding & Design
How I Give Ideas an Identity...
Great branding gives an idea a face, a voice, and a place in the world.
For more than three decades, I have created identities that help businesses and organizations get noticed, understood, and remembered.
It's fun is seeing where these ideas go from billboards and apparel to dog bowls and everything in between.
Client: Sneaux'd In
Challenge: Develop branding that reflects the authenticity of New Orleans style snowballs.
Solution: This cold, fun dessert's brand should reflect the joy someone should have by eating it. This called for bright colors that are complementary. They asked for a fun character to center the brand on.
They requested typography that felt handcrafted.
Furthermore, snowballs are served in large cups, and the fleur-de-lis is the official state symbol of Louisiana.
Client: Pools By Design
Challenge: Develop branding that set Pools by Design apart from the flood of other pool companies.
Solution: Custom tile work was the company’s signature. I built the identity around that distinction, using the “N” as a tiled pool edge and pairing bold typography with softer curves.
Client: CMR CPR
Challenge: Develop branding that emphasized the importance of AED and CPR training while still creating name recognition.
Solution: An AED delivers the electrical shock that can restart a heart. I transformed the company name into that spark, connecting CMR CPR directly to its lifesaving mission.
Client: The Guide Dog Handlers of the Palm Beaches
Challenge: Create an identity that captured the life changing relationship between guide dogs and their handlers.
Solution: The harness becomes both a literal lifeline and a heart symbolizing trust, independence, and the bond between dog and handler. The traditional typography reflects the character of the Palm Beaches.
Client: Sarasota Memorial Hospital -
Global Physician Network
Challenge: Create a welcoming, professional identity that made the organization feel approachable without diminishing the seriousness and trust required in healthcare.
Solution:The identity needed to feel welcoming and approachable while maintaining the credibility expected of a medical organization.
Client: Newgem Construction
Challenge: Create an identity that emphasized the company name while reflecting the heavy construction work it performs.
Solution: The client was very specific that not all construction is the same, and that they wanted to emphasize the heavy equipment they use. The diamond was not only a reflection of the name, but also the kind of work they do and the clients they wanted to attract.
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