Joyful Blooms is a South Carolina-based small farm and business selling a variety of homemade and handmade goods, including lavender products, fresh produce and flowers, and textiles.
We felt that the best way to reflect Joyful Blooms' buoyant personality was with a mark that seemed 'alive' – just like many of their products. I created a hand-lettered, organic wordmark intended to evoke 'joy' which would also emphasize the high-quality handcrafted-ness of its products. Our hope was to make customers feel happy just by looking at the logo, and used a bright yellow in the mark to reinforce that.
An earthy green and tan are used to offset the bright yellow and to emphasize the roots of all Joyful Blooms' products – straight from the earth, to you.
On behalf of Wier / Stewart.
24x36 3-color screenprinted poster for the Budweiser Southern Soul + Song music series at the Imperial Theater in downtown Augusta, Georgia.
On behalf of Wier / Stewart, under creative direction.
Doorpost Management is an end-to-end turnkey property management firm specializing in apartments – or in the industry, ‘doors.’
The logo represents a small community, which Doorpost would care for, and forms an abstract ‘D’. The red door is an Easter egg representing the story of Passover – and a conversation starter as well as a departure point for the team to talk about their faith.
Summit Electric Supply
To promote new delivery routes at one of Summit's branches, as well as a new next-day delivery service, I designed an 'authentico' pizza-influenced campaign.
We sought to make customers aware of Summit's friendly hometown service, quick delivery, and highlight Summit's excellence at customer satisfaction.
I was the design lead on this project, and worked with Summit's creative director and senior graphic artist on direction and final art.
Every supplies delivery included a free Summit pizza cutter inside a mini pizza box.
The pizza boxes were designed to look quickly mass-produced, with a touch of endearing sloppiness. We screenprinted green ink directly onto the box, and hand-stamped the red layer later with a custom rubber stamp, to ensure an authentic, slightly smudgy and homemade look.
I designed three 'donut' coupons to be placed on the pizza cutters before delivery, depending on the audience.
Along with the pizza cutter, inside every box was a small, folded message to our customers about Summit's Core Values, printed on brown kraft paper like an inexpensive to-go menu.
Some customers were also sent a direct-mail piece designed to evoke a pizza parlor to-go menu. The three layers of green, red and black were designed to look slightly off-register, to portray an imperfect print job, even though we produced them on our own printer in-house.
A magnet was included inside each mailer – like on might receive from a pizza parlor.
"The Sweet Life"
Kids' Sermon Series
I wanted to create the branding for this series aimed at 5-7 year olds out of actual candy and sweets – something that would add to the excitement for kids, creating an almost "I-Spy" adventure in candy. The series was about how sweet life is when you know Jesus.
On behalf of Wier / Stewart under creative direction.
The Goodwill Gala is an annual Christmas event held to raise money and awareness for the many avenues in which Goodwill functions in the eastern Georgia area.
This year’s theme, It’s a Wonderful Life, was inspired by vintage 40’s and 50’s typography, packaging and script styles, with the words “Wonderful” and “Life” being hand-lettered and custom background illustrations.
The gala was also in need of a logo that could be used year-to-year no matter the changing theme.
Baked in' Values
Summit Electric Supply
Mission: Take Summit's five Core Values and incorporate them into the Summit environments in a way that would enhance the Summit brand, cause Summit to stand out from competitors, and reinforce our foundational values to associates, customers, and business partners. And make our stores look good!
I worked with the creative director and senior graphic artist to create a flexible, cost-effective, and compelling solution.
With a limited budget to work with, we created a series that we could produce (mainly) in-house. The art would need to work within a wide variety of floor plans across the U.S. branches, and would need to be appropriate for multiple locations and audiences – including interior offices, and the more rugged warehouse in each branch.
We found our solution in canvases – easy to create centrally and ship out – as well as glass decals which would be produced and installed by a third pary.
I worked closely with the creative director to develop three types of interior canvases – 'value' canvases with one message per canvas, abstract product triptychs, and jumbo photographic canvases, sans copy. Many of each were created and would be dispersed throughout a branch based on the floor plan.
All canvases are unified by using the same angle and width of stripe, same blue gradient, and a Summit 'S' tag at a consistent level. They are also the same height so the eye does not bounce around when surveying a large office area.
24x36 interior canvases. I helped create a secondary Summit color palette for this project which would extend to the Summit sales literature re-design. Each color is linked with a Summit core value.
36" x 42" canvases were used where a Summit ambiance was needed, instead of readable copy which could be distracting.
24" x 36" abstract triptychs were also used where ambiance was needed – primarily in lobbies and conference rooms.
The first phase was branch interiors – we designated certain accent walls to be painted a Summit blue and mapped out where the canvases would be hung.
Frosted glass decals were installed, featuring stripes of the same width, angle and colors as the value canvases. The frosted glass created privacy for conference rooms and offices.
We also created banners for the warehouse, large enough to be visible from a distance and stretched across pallet racking.
We studied our individual warehouses to determine the most highly-trafficked areas, where hanging banners would make the most sense, and which messages were most appropriate.
We also emphasized messages about safety around areas where forklifts and wire machines were used.
Sagebrush Church • Albuquerque, NM
We redesigned the "first impressions" foyer at the main Sagebrush campus, with the goal of being more welcoming, modern, engaging and more reflective of the Sagebrush identity through color, texture and experience.
We were limited to redesigning the walls and pillars, and adding texture and foliage, so figuring out how to make the maximum impact was a good creative challenge.
This remodel is set to begin January 2018.
The foyer, while architecturally interesting, lacked the color, texture and visual focus to make it a really exciting and welcoming place, as well as reflect Sagebrush's brand and personality.
A panel of large TVs play rotating messages, aid with wayfinding, and welcome visitors inside.
With lots of available light, we went bold and used black to add a feeling of modernity. To prevent the space from feeling too cold, we infused the space with whitewashed brick and wood textures to create a warm, welcoming vibe.
We added pops of blue to reinforce the Sagebrush brand and add visual focus to the Worship Center entrances – the place the design directs visitors.
This project was the guinea pig of a new seasonal rotating design across the Worship Center entrance. Our goal was to create something festive in time for the Christmas Tree Lighting that had an immediate wow factor and said something about Sagebrush before people even set foot inside.
Riverside Conference Room
The main conference room at the Riverside campus was a beige sea, majorly lacking in personality, and was not an inspiring place to seize upon great ideas. As a place to make big decisions, we wanted the room to reflect Sagebrush's guiding values and identity.
I designed twelve floating, aluminum canvases to visually reflect the Twelve Core Values of Sagebrush. The keywords were modern, stylish and classic – so I incorporated brushed calligraphy, photography, and a minimal color palette. The canvases are meant to feel a part of the room, rather than art on the walls, so the color palette is carried through the rest of the room. Black paint is used to add edginess and modernity.
Staff Values Poster
A 36x48 aluminum canvas was designed as a sister piece to hang outside the conference room – a place for employees to be casually reminded of Sagebrush's guiding staff values.
Sagebrush's Counseling Room is a place where people can freely come after a service to learn more about following Christ and speak with the pastoral team. This beige room was in need of a modern refresh, to bring it in line with the rest of the Sagebrush interior style, as well as communicate the "ABC's of Faith". The environment needed to be welcoming and comfortable, but not distracting. It was also important for the room to be easily repurposed for other events as necessary.
Gangbusters Giveaway Event Design
Summit Electric Supply
After two years of circulating Summit's Born to be Wired open house events, we needed to refresh the theme. I was the design lead on this project and worked with Summit's creative director and senior graphic artist on branding, print design, digital media and wayfinding.
Our goals were to build brand awareness, surpass our competitors in the professionalism and scale of our events, out-do our past events, attract new customers and relationship-build with existing customers, and show off new and remodeled facilities. Once again, our loud-and-proud parties would entail food, drinks, product demos and manufacturer reps, ending the evening with a grand prize giveaway.
After several rounds of brainstorming, we landed on a punchy Prohibition theme: Gangbusters Giveaway. It would have serious cheek, and be bright and fast-paced like the roaring twenties. We speculated that the lure of gangsters vs. cops noir mythology would irresistibly fun.
And all I got was this lousy tee...
... inspired by vintage clubs and liquor labels.
A contrast of geometric and flowing lines, and era lingo and type helped create an intriguing design for this 'Club' for electricians.
Wayfinding and promo signage with retro type and marquees to evoke a playful, speakeasy atmosphere.
We incorporated actual vintage photography from the 1920s-40s over a worn background of newspaper headlines – with topics like Dillinger, Capone, Lindbergh, King Kong and more. I custom designed the backgrounds for these banners.
We combined vintage-looking typefaces evocative of old newspaper headlines, faded and cracked with age. We also used era lingo to help attendees feel relaxed and to evoke the way you might speak with the bartender at an old gin joint.
One of our event freebies were these hard hat stickers, designed to be cool enough for customers to want to swipe a bunch. Their intent is to remind customers of the Summit brand and a memorable evening.
Our budget allotted for a simple, glossy cardstock postcard mailer. All the pertinent details were on the front, with sponsors, address and postage on the back. I designed an email campaign with the same information, optimized for desktop and mobile.
The invitation conveys the glitz of the Prohibition-era with gold and art deco motifs and typography.
Summit Electric Supply
Summit sought to attract new customers, build stronger relationships with existing customers and show off new digs at a series of open house events spanning two years and four states. We threw a big customer party in our warehouses with vendor meet-and-greets, product demos, food, drinks and giveaways, all culminating in the grand prize giveaway of a UTV.
My challenge was to design an event that would attract and be a memorable experience for our customers; to have them associate Summit with friendly employees, excellent service, awesome giveaways and cool parties. After several rounds of brainstorming, our design team settled on a roadhouse-meets-Harley-meets-electricity theme – 'Born to be Wired.' We inferred through spending time around our customers and researching their interests that this would be a theme they'd enjoy and pique their interest to attend.
I spent a lot of time researching biker culture, especially its visual look, to inform my designs. While I did want our theme to come off authentically biker, we didn't want to get too 'dark', and kept a playful edge.
I worked with Summit's creative director and senior graphic artist to develop the theme, identity, and collateral for print, web, video and wayfinding.
The final event logo. I designed the logo, including hand-lettering 'Born to be Wired' so the characters would nestle around each other, and evoke the spiky, tough, and metallic lettering often found in biker culture. My team all worked on sketches to develop a solid direction before refining a final logo (my sketches below).
As a team we decided on a final color palette per the suggestions I showed. This palette extended throughout all our other collateral. With a solid logo in play, we expanded the identity through typography, illustrations, textures, and copy.
To carry the theme throughout the huge warehouse spaces, we created many signs for way-finding and promotional purposes – sandwich boards, seven-foot standees, and hanging banners.
We came up with a 'lingo' for our signage – something informal that would communicate well, yet help customers feel at-ease.
The Greasy Wrench: for the event's dining area, using checkers to evoke both racing flags and tablecloths.
Recalling a retro arcade one might find in a roadside bar.
Every attendee received a free event shirt. I wanted to create something that would be desirable to wear again in the future – something above and beyond a bland, typical freebie event shirt.
After a few rounds of sketches, and with some direction from the design team, I created this motorcycle club 'crest', made up of electrical parts and tools, surrounding the Summit 'S' mark.
Many customers at the events would immediately put on their new tees during the events or wear them the next day when picking up supplies from our stores.
To remind attendees of the fun event and to keep Summit forefront in their minds, we developed these hard hat stickers. Copy and designs mine, with help on creative direction.
Though ideas for an on-site tattoo parlor (temporary-style, of course) never materialized, we continued our biker theme by laying tatts around for attendees to grab and wear.
Our budget allotted for a glossy, cardstock handout/direct-mailer invite for customers. This was often their first introduction to the event.
Sales Literature Redesign
Summit Electric Supply
The design team decided in 2015 to re-haul the look of all Summit's sales literature, a redesign that would eventually encompass other areas including business collateral, environmental signage, and the web. I was the design lead on this project, taking direction and input from the creative director and senior graphic artist.
Our literature suffered a number of ailments, including photography featuring outdated uniforms, outdated-looking typography, a 'boxed-in' feeling, and lack of a strong grid system. We introduced a six-column grid, new photography, an updated color palette, and a new typeface and hierarchy.
We needed a typeface that could be used well across both web and print. Our winner, Fira Sans, was chosen for its clarity and modernity, friendliness and versatility at different weights. We felt it well-reflected Summit's voice.
We kept the same dimensions and format for all the materials, based on the efficiency of producing them in-house. The system is designed to be flexible, to accommodate all kinds and lengths of content, and has motifs that extend to other media.
The result is a progressive, easily navigable and understandable system of print collateral that is adaptable to all kinds of content. Often a customer's first interaction with a Summit design, this refreshed literature demonstrates Summit's forward-thinking approach to business and design.
Our new design incorporates the same Summit angle, but bookends the cover photo in the form of a stripe. The colored stripes are a brand element repeated throughout most of Summit's printed materials, website, and interiors. The angle element repeats where small bits of information need to speak up.
All our designs use only Fira Sans.
Truth in the Books is a virtual bookkeeping service for small businesses. As a start-up, they were in need of a logo that would reflect the company's values of integrity and transparency, and would separate them from competitors with an elevated level of visual sophistication.
We surmised that a potential client may feel unsure about handing over financial info to a stranger, or may be unaware that virtual bookkeepers exist, or how one could be of help in running a small business. We decided that Books' core values of integrity and transparency should be reflected in the mark, and that the brand should convey 'friendliness' and 'openness' to hesitant viewers.
In our discussions, we determined that a wordmark/icon combo would be the best approach, with the icon acting as an abstraction of the company's name – something unique, clear, and instantly recognizable. The icon would of course need to reduce well on websites, mobile devices, and social media.