In my final two semesters at Northeastern, we were tasked to conceptualize and create a comprehensive design project. A very open-ended prompt, I know. So after a semester of research and brainstorming, I decided to take on a branding project that had very personal ties. Throughout the semester, I created an identity system including logos, a color palette, type treatment, and photography style and then applied this system to a series of printed collateral including menus, coasters, stickers, posters and server uniforms.
Two years ago, my best friend, Elizabeth, and I were standing in a fraternity basement, drinking a beer, discussing how badly we both were craving nachos. I’m not talking any old nachos either - good nachos. But guess what doesn’t exist in Boston? Good nachos. “Oh they have to exist somewhere!” you say - but they don’t. We like to consider ourselves nacho connoisseurs - a heavy title, I know - but we had tried almost every single plate of nachos in the city.
So two beers later, I jokingly suggested that we should just make our own nacho restaurant. Just nachos - nothing else. We both laughed it off at first, but as we sat there, we started brainstorming potential nacho combinations. Pulled pork nachos. Lobster nachos. The traditional Mexican nachos of course. Nachos on lettuce for the health freaks. French fries for the not so health freaks. Even dessert nachos for those craving something sweet, maybe on animal crackers, apple slices, cinnamon pita chips or graham crackers.
So let me introduce you to Chips, the first take at the visual aesthetic, identity system and overall branding of my nacho bar.
Let’s be real, everyone loves nachos. They’re enjoyed by all, loved my many - especially college kids. They’re the best food to split amoungst a table of friends when you’re out for drinks. They’re an incredible late night food when you’ve had a little, uh, too much to drink. And they’re customizable - because evey college kid is secretely a picky eater.
It all goes back to sense of place - Boston. Boston is known for being the ultimate college town - college kids are our target audience - and the idea was cultivated in a fraternity basement. Aesthetically, I believe that Ivy League Universities in the first half of the 20th century, are the epitome of college style. The branding systems and overall aesthetics of privileged collegiate life ultimately inspired the look and feel of Chips.
Grace & Harlow
Grace & Harlow is a conceptual branding concept for a high-end, yet humble pet accessories company. Think Huckberry, but for your furry ones. We wanted their down-to-earth nature to come through in every way - from the subtle color palette, to the quirky yet minimalistic photography to the sketch-like drawings.
The Mediterranean meets LA. My goal for this branding exploration was to create an identity that exuded stated, casual elegance. Below walks you through the process; from the mood board, to the type treatment, to art direction of photography.
While at Catalant, I wireframed and designed multiple landing pages and longform content templates.
As the designer at Tucker Blair, I'm responsible for conceptualizing and creating all digital media. These can range from emails, retargeting banners, Instagram content, website assets and Google sponsored promotions.
Over the past year, I have developed a cohesive visual system for all digital correspondence. We now have a set button style and size, color palette, and treatment of type.
I have also created a style guide for all email content. We also have transitioned our content from illustrative graphics to photographic imagery, as these produce higher engagement and click rate.
The Bike Place
My favorite thing in the world is ice cream. I could eat it for every meal. Growing up on the Connecticut shore, I always had a plethora of ice cream shops to choose from, but my favorite was this place called "Scoops".
Now Scoops has great ice cream, but horrible aesthetics and branding. So as a personal project, I decided to take on the rebranding of Scoops, changing its name and all visuals.
I created a logo with an iconic sea creature, as the store is close to the water, and chose a supporting pattern that's reminiscent of vintage beach umbrellas.
Topography is a skincare line aimed at reducing fine lines for all skin types. I created a visual identity that not only plays off the line's name, but also communicates their clean, modern aesthetic.
I've always been interested in and passionate about how design and help communicate and clarify information. Here are three examples of information, the first, a catch-all look at analytical country data from population size, to export and import comparisons.
The second, is the visual explanation of my personal media usage over a week. I collected, organized and displayed how much time I spent on different media outlets such as Snapchat and Instagram.
The last, is the static version of a motion graphics piece, explaining the impacts of recycling on aquatic ecosystems.
Tucker Blair Packaging
While at Tucker Blair, I was tasked with creating new packaging that would be used for our belts and accessories. The sides of the box read "Boston, MA", as sense of place is important to the brand.
I also included the phrase "lucky you" at the bottom, as customers should feel positively about their purchases, all the way down to the box.
I also designed tags for our apparel line, flip flops, and sunglass straps. The sunglass strap tags are engineered so that they not only display all necessary information, but also hold the straps on our stands in wholesale settings.
A sampling of illustrations!
In my senior year at Northeastern, we were tasked at creating a text typeface from scratch. First steps consisted of analyzing the six type classifications, and choosing the one that interested us the most.
I've always been a fan of modern serif typefaces, such as Didot and Bodoni, but found them quite unreadable at small sizes. My goal throughout the project was to create a modern typeface, where the contrast between the thick and thin lines wasn't overbearing, enabling the thin lines to be read at small sizes.