As the art director and graphic designer for Chalk + Vermillion, a prominent contemporary art dealer in the US with numerous art galleries nationwide, I spearheaded the visual campaign for their biggest three-night annual auction gala in Costa Mesa, California, and Schaumburg, Illinois. The campaign included a catalog, revamped website, thematic social media posts, gallery posters, and RSVP postcards.
I simplified the company’s brand to achieve a cohesive visual identity, reducing colors and font families for better design balance. I also streamlined the number of artists and artwork promoted by focusing on a specific artist, genre, or period. The 124-page catalog varied the layout of each spread for a distinctive visual flow. The posters highlighted a well-known artist and a single piece of their work, with brand colors prominently featured. On the digital front, I collaborated with the web team to update the website, ensuring it aligned with the catalog and posters. The website included a searchable database, catalog PDF download, and travel details. For social media, I designed weekly thematic posts on Instagram and Facebook inspired by the poster layouts. The themes highlighted specific styles and themes, such as Art Nouveau, Realism, and Pop Art.
The campaign ran for six weeks nationally, boosting awareness and generating more sales than previous auctions.
Lovesac, an innovative modular furniture company, sells unique couches and bean bags called Sacs. As the senior graphic designer, I managed various marketing projects, including in-store and outdoor materials, corporate event assets, digital advertising, and other promotional materials. I also revamped the company’s visual brand, which had fallen short over time, by unifying the digital and print into one cohesive look. The updated design resonated across all channels, giving the brand a modern, more aligned with its message look of uniqueness and comfort. I also collaborated closely with printers to ensure accurate proofs and finalize color prints. Additionally, I managed and organized photoshoots and in-store events while overseeing video productions for social media posts and TV spots.
Deutsch Family Wine and Spirits markets premium wines from renowned appellations, including Josh Cellars, Girard, Joseph Carr, Yellow Tail, Cave de Lugny, Redemption Whiskey, and more. As a senior graphic designer, I spearheaded various marketing campaigns, including print and digital ads, PowerPoint presentations, and corporate annuals.
Notable projects included launching the Deutsch Family’s first line of Cabernet Sauvignon wines, Center 38 North, inspired by Sonoma County’s lateral line. Collaborating with a printer, I crafted the elegant label with embossing and metallic printing techniques, exceeding sales projections. Wine magazines awarded it a 93-point rating and Editor’s Pick.
I also designed in-store posters for Luksosowa potato-infused vodka, using potatoes to poke fun at masculine stereotypes. The ads exuded old-school etiquette, generating buzz on social media. My other works include truck wraps for Yellow Tail wines, pop-up displays for their line of spirits brand, web banners for their latest acquisitions, elegant magazine ads for Kunde wines, and postcards for Licor 43. I also had an integral part in collaborating with photographers on photoshoots for digital and print marketing.
Natural Radiant Life, an organic beauty startup, sought a unique approach to storytelling for their skin treatments. A striking image of a woman stretching on a cliff at sunrise became the brand’s foundation, embodying positivity, wellness, and rejuvenation.
Light shades of green, orange, and yellow evoked a sunrise, forming the primary color palette. The use of elegant serif typefaces conveyed the product's simplicity, and a hand-brushed logo, provided by the founder, was reworked to emphasize the organic ingredients. I incorporated images of diverse women in positive, tranquil settings into the style guide to help emphasize wellness and rejuvenation. These images appeared on investor booklets, product labels, and packaging.
I meticulously designed pamphlets, postcards, email templates, and advertisements aligned with the brand’s visual identity. The soft launch was successful, leading to widespread recognition on MSNBC, Amazon, and health vlogs. The Facebook page gained over a million likes in three months, while the Instagram page had nearly 17k followers.
ADMA Biologics, a leading plasma-derived biopharmaceutical company, contracted me as an art director to creatively lead and promote their plasma donation centers in Florida and Georgia. The goal was to create a user-friendly website, outdoor ads, and digital marketing strategies that portrayed donors as heroes saving lives.
Inspired by their brand and teaming up with their digital department, I designed a patient-centric website with comprehensive plasma information, a loyalty program, a donation center locator, and an interactive FAQ with live chat. Diverse images fostered inclusivity, and intuitive UX/UI ensured a seamless user experience. Clean icons simplified the plasma donation process. The website was designed to be mobile-friendly and easily integrated into social media posts and email templates.
To reach college students (a large target audience based on market research data), financial incentives were offered to encourage donations via targeted roadside billboards, bus shelter ads, and kiosk ads on or near campuses. These ads maintained consistency with the website’s style guide. A QR code in bus ads directed users to the website, which, as awareness grew, became a valuable resource for plasma donation information. The increased awareness led to a surge in contributions, benefiting more individuals with unhealthy conditions and extending their lives.
As the sole creative at Fletcher Knight, I assisted brands in discovering their unique voice through brand and logo development, packaging, and advertisements. PepsiCo challenged us to conceptualize and design a novel Mountain Dew flavor named ‘Skin,’ with subtle lime hints, for Brazil’s growing youth market, who were immersed in street culture. I crafted a label with a partially peeled faux lime peel, revealing a captivating piece of local Brazilian graffiti art, exuding attitude and edginess. For 16 Handles, I designed in-store posters promoting their new acai berry flavor using a clean, uncluttered layout with a whimsical and fun tone aligned with the brand. The Rico Monaco Band sought a fresh logo to promote their tour, incorporating their brand colors of blue and purple tones to evoke a tropical sunset ambiance with a distressed font conveying their musical style. Smithwicks Brewery requested promotional posters for their summer pub tours. I designed a poster inspired by iconic rock posters, capturing the energy and excitement with striking colors, bold imagery, and a heavy serif font. Standard Ironworks challenged me to differentiate itself from other steel manufacturers while highlighting its exceptional product quality. I conceptualized using abstract iron perspectives and a bold typeface, emphasizing the product’s strength and uniqueness.
These projects have challenged me to think differently and experiment with different styles for each market, taking me out of my comfort zone.
