I was tasked with adapting the Collection by Michael Strahan identity for an activewear brand called MSX. By taking Michael's signature 'M' and presenting it in a high-contrast, modular design style I was able to echo the forward-thinking design of the product itself. The layout is minimalist to clearly communicating the garment attributes to customers and has variable spaces that offer merchants flexibility in the features they want to message. The tags are printed in a monochromatic black, white and metallic silver and finished with a soft-touch coating to give customers tactile interest while shopping.
Many thanks to my bosses for the input on this great product launch:
Sr. Art Director: Julie Calhoun, Creative Director: Amy Lea Raglin VP Men's Design: Tom Ward
To extend the MSX line into basics, I designed a matte black, coffee style bag to house the product. The mono-chrome look stands out against photography-heavy competitors on the sales floor. The color coded size stickers offer great contrast against the bags and help customers quickly find their size and style.
Terra-Tek by ST. John's Bay
ST. John's Bay (SJB) is one of JCPenney's flagship brands that offers quality, heritage goods to a male consumer. In 2015 I adapted the identity to showcase a sub-brand of outdoors-driven product and penned the name TERRA-TEK. To reflect the adventurous spirit of the gear I paired the brands classic navy with a bright green and topographic pattern. I included some fun additions to the packaging such as bungee attachments, a handy English/metric ruler, and a call to action for customers to use the hangtag as kindling at their next fire.
Many thanks to my bosses and coworkers for their encouragement and critique during this very in-depth project:
Sr. Art Director: Julie Calhoun, Creative Director: Amy Lea Raglin
Arizona Jean Co. hybrid Short
Photo program tag to catch customers attention.
Xersion Swim Tag
This surfboard shaped tag is a 4-color print on silver foil board and finished in a soft touch coating which gives the wave image highlights and depth for a 3-D effect.
In 2015 I created an athletic sub-brand for JCPenney's big & tall label, The Foundry. The foilboard tag with soft touch coating gives a premium feel in the hand while the custom neon orange grabs your attention.
Sweet Spot Branding
SweetSpot Motorsports is a racing matchmaker service that connects drivers, teams, volunteers, tracks and race organizations to create a network of motorheads unlike any other. The SweetSpot team wanted retro, Manoco-inspired colors and a bit of quirk for their logo. The base font, Duvall Style, is reminiscent of a race track and the bold 'SPOT' works as an exclamatpin point of sorts. Click here to learn more!
The secondary logo functions perfectly as a large hood graphic on race cars, patches on hats, stickers on gas caps and as a satisfying home button for the site.
This simple card uses an appealing color block broken by a section of winding road to standout graphically and appeal to the hopelessly-romantic motorhead. Everything SweetSpot does keeps driving in mind.
This large banner is hung at races and features a playful mix of different icon iterations. SweetSpot utilizes many icons and flexible brand coloration to grab attention at race events. The abundance of brand elements allow for more creative possibilities while still holding a cohesive identity.
Texas Land Conservancy
Annual Report Illustration
Illustrated Mocking Bird T-shirt
Austin Give 5%: Web Banner
In spring 2015, I designed web and print materials for Austins annual Give5 campaign. On Earth day in Austin, participating business donate 5% of their proceeds to five Austin non-profits.
The designs were created by shaping and photographing dirt and adding other elements digitally.
Austin Give 5%: Rack Card Front
Austin Give 5%: Rack Card Back
Austin Give 5%: Poster
Austin Give 5%: Statesman Ad
Info-Graphic for Email Campaign
Info-Graphic for Email Campaign
Connect First Info-Graphic Promo
Promotional info-graphic for Connect First, a cloud-based contact center technology company.
Connect First Ebook Sample Page
For their Ebook, Connect First wanted a design that was easy to interact with, but with a touch of playfulness as well. Connect First is a maverick company with a strong belief in the idea that hard play means hard work. They needed something to reflect this-a layout that is to the point, but not with out it's charms. This and the following two pieces are some excerpts of my design, lay out and illustration for the book.