Chalk + Vermillion, a leading contemporary art dealer in the United States, primarily facilitating sales through Martin Lawrence galleries, entrusted me with the design of a multi-channel marketing campaign for their annual three-night auction gala. This campaign, meticulously crafted, featured a carefully designed art catalog, a modern website refresh, engaging themed social media posts, eye-catching gallery posters, and elegant RSVP postcards. The attention to detail in the design of each element was a testament to my commitment to the project.
Throughout this project, my focus was on simplifying Chalk + Vermillion's brand identity to achieve a cohesive and unified look across digital and print platforms. This involved streamlining the color palette, selecting harmonious fonts, and strategically limiting the artwork displayed. The result was a comprehensive campaign that ran for six weeks before the event, significantly increasing awareness and leading to a substantial rise in sales compared to previous auctions.
Lovesac is an innovative and creative modular furniture company selling unique couches and versatile bean bags called Sacs. As a senior graphic designer, I was responsible for designing and conceptualizing a wide range of in-store and outdoor marketing materials, corporate event assets, digital advertising campaigns, and various promotional materials to enhance the brand's visibility significantly. Additionally, I undertook the significant task of refreshing the company's visual brand identity to effectively align with the visionary goals that the Creative Director and CEO hoped to achieve. The updated look was implemented seamlessly across all marketing channels, encompassing print and digital platforms. It provided the brand with a modern aesthetic corresponding to its overarching message of uniqueness and comfort. I collaborated closely with printers to meticulously check proofs and finalize color prints, ensuring high accuracy and quality. Moreover, I managed and organized engaging photoshoots and in-store events while overseeing video productions for social media posts and television advertisements, all of which contributed to a cohesive and captivating brand presence.
Deutsch Family Wine and Spirits offers a diverse range of wines crafted by families from some of the most significant world appellations. As the graphic designer, I had the opportunity to develop and execute numerous print and digital marketing advertisements for various platforms, including eye-catching in-store and outdoor displays, social media posts, informative slide deck presentations, and comprehensive corporate annual reports.
One particularly noteworthy project was the launch of a new Cabernet Sauvignon under their label, Deutsch Wines. Named Center 38 North, it was inspired by the lateral line of 38° that traverses through Napa County. This launch marked a significant milestone as it was the first wine produced by the Deutsch family. Collaborating closely with a skilled printer, I designed an elegant label using the concept of a compass that incorporated sophisticated embossing and metallic printing techniques while ensuring it retained a classic appearance that effectively highlighted the varietal's character. I also collaborated with talented copywriters and freelance illustrators to conceptualize and design engaging in-store posters for Luksosowa, a unique potato-infused vodka. Additionally, I designed truck wraps to promote Yellow Tail wines, created pop-up displays for Deutsch's line of spirits, dynamic web banners for Redemption Whiskey, elegant magazine advertisements highlighting the esteemed Kunde family line, and created visually appealing postcards for Licor 43 that celebrated classic cocktails. Moreover, I directed and collaborated with talented photographers on various photoshoots to produce high-quality visuals for digital and print marketing campaigns.
Natural Radiant Life is a beauty start-up born out of the passion and dedication of three business school friends. Their mission is to launch a line of organic skin treatments that prioritize health, wellness, and sustainability and inspire others to embrace a natural and radiant lifestyle.
A striking image from their mood board showed a woman on a cliff, arms wide open, joyfully embracing the warm sunrise. Inspired by this, I designed a brand style that reflected this feeling while highlighting organic luxury. The color palette includes soft greens, oranges, and yellows, representing a sunrise's calm and uplifting feelings. I also chose two matching serif fonts that convey simplicity and elegance, fitting for the products.
The brand's commitment to diversity is not just a statement but a core value deeply embedded in its imagery. I have chosen diverse images of women of all ages, sizes, and ethnicities relaxing on the grass or walking happily through a colorful field. This deliberate choice creates a sense of positivity and calm and ensures that everyone, regardless of their background, feels included and valued by the brand.
I meticulously combined all design elements for the soft launch to create promotional materials, including pamphlets, postcards, email templates, and digital and print ads. These materials effectively conveyed the refreshing sensation of healthy skin, focusing on organic ingredients and a presentation of beauty and elegance. Through close collaboration with photographers, printers, and web developers, I maintained a consistent brand message leading to the official launch. The results were impressive, with solid sales and the skin treatment featured on reputable platforms such as MSNBC, Amazon, and popular health vlogs. The brand's Facebook page garnered over 10,000 likes within the first three months, and the Instagram account now boasts +8,000 followers, a testament to the brand's strong audience interest and engagement.
ADMA Biologics is a biopharmaceutical company that makes products from plasma. I was recently hired as a freelance art director to help them educate the public on the importance of plasma donation and promote their donation centers in Florida and Georgia. This initiative involved a new website, outdoor ads, and targeted digital marketing. The main idea was to make donors feel like heroes, highlighting that their donations are essential and save lives.
I worked with a skilled team of web developers to create an easy-to-use website that explains plasma, the benefits of donating, and the research powered by plasma. The site includes helpful features like a loyalty program, an interactive donation center locator, and a robust FAQ section with live chat options for users to talk with qualified nurses. Since our primary audience was healthy young and middle-aged people, I included images of a diverse group to promote a sense of pride while keeping the user experience simple.
I designed clear icons and an illustration showing how plasma is collected from donors to demystify the process and make it more approachable. The website is user-friendly and works well on both computers and smartphones. This campaign was boosted by Facebook posts and custom email templates, which I also created to keep the brand consistent.
A vital part of the campaign was offering money for donations, which required reaching out to college students. This was done successfully through billboards, bus shelter ads, and kiosks near campuses, all following the website's style guide.
After the site launched, more people became aware of plasma donations, which increased contributions. Consequently, more individuals with health issues experienced better quality of life and longer lives, showing the campaign's strong impact.
As the sole creative at Fletcher Knight, a dynamic marketing and research company, I have successfully worked on numerous projects, helping brands find and express their unique identity through logo design, innovative packaging, and engaging ads. My work has consistently delivered successful and impactful branding solutions for a diverse range of clients, a testament to my reliability and competence in the industry.
PepsiCo asked us to help launch Mountain Dew in Brazil's competitive soft drink market with a new label targeted at teens involved in street culture. After several focus groups, they named their refreshing lime-flavored drink 'Skin,' reflecting its vibrant taste and cultural relevance. I designed a bold label featuring a faux peeled lime peel, a unique design solution, complemented by striking artwork from a talented local graffiti artist. This unique design enhanced visual appeal and captured the bold attitude we wanted for the drink.
16 Handles wanted to promote their new acai berry flavor. After extensive market research to understand their audience, I created a simple and playful advertisement that captured the brand's fun spirit.
The Rico Monaco Band, a mambo-infused rock band, wanted a new logo for their upcoming tour. Using the band's blue and purple colors, I created a gradient that represents the calm of a tropical sunset, capturing a Mambo vibe. The distressed font I chose reflects the band's unique Rock style. The logo has been featured on multiple platforms, including promotional materials, social media, and merchandise.
Irish beer maker Smithwicks promoted a summer pub tour with local bands performing in pubs across the U.S. I designed a striking poster using their red logo, inspired by classic rock posters from bands like Pearl Jam, Nirvana, and the Pixies. I focused on capturing the energy and excitement of those iconic designs by using a bold serif font and solid brand colors to reflect the performances.
Standard Ironworks wanted to stand out among steel makers by showcasing their product quality. I suggested using abstract imagery of metal beams to show interesting iron shapes and a strong font to highlight the company's strength and uniqueness.
These design projects have not only tested my creativity but also my ability to adapt to different markets, pushing me out of my comfort zone and helping me express my ideas in various styles. This adaptability is a key strength that I bring to every project.
