For their latest capital campaign, Friends Church Orange turned to me to create a dynamic brand identity and various print elements to support their fundraising and renovation efforts. With a goal of raising over 1.5 million dollars, they were in need of high-quality design that would inform and inspire.
For Renovate, we went with an identity that was simple, elegant, and modern, bringing aesthetic appeal to older generations as well as younger ones. We embraced the color orange to speak to the location of the church, and the heartbeat of the community that it serves. The typeface selections felt sturdy but not ancient, and leans in the sans-serif direction, though we chose to implement serifs throughout other headings text to give the new sleek look a mature foundation. A major theme of the work was past vs. present, juxtaposing the church venues historic past with it’s electric future. We used archival black and white photos to communicate this and to add an edge of sophistication.
branding / consultation / campaign design
Goodwill Church in upstate New York has been serving it’s surrounding community for over 100 years, yet as it embarked on a capital campaign at the same time as it launched new campuses, it found that it’s visual identity had gotten messy and confused. The church needed creative direction and design in defining its brand, building the aesthetic of their campaign, and advising on myriad other visual issues.
We started the project by defining and polishing the Goodwill Church brand, including official logotypes, alternative marks, typefaces, color swatches, and by making an extensive brand style guide. We curated imagery and gave all visual rhetoric that the church used both digitally and in print a little update for 2016, with respect to the church’s rich legacy. From there, we developed an identity and system for the “Transform” campaign, along with many print pieces to communicate the purpose and vision of the church. Throughout the campaign, black and white imagery collided with full color and bold gradients to reference where the church has been and forecast where the church is going.
Design + Direction / Photography
PeliPocket is a brand new product from a young entrepreneur who was up against the challenge of making his new invention look established, cool, and functional. He came to me for help appealing to the luxury athletic market and needed a fresh identity, some photography and content creation, and some overall creative direction.
I encouraged PeliPocket to keep things sleek and streamlined, bridging the gap between the sports-equipment space and the high-end retail space. This smart mark was created to embody movement and represent the double “P” in Peli-Pocket. It also subtly references the Pelican (the elongated beak and head), which was the animal inspiration for the product. We held numerous photo shoots with different models to create some imagery of his ideal customer enjoying the freedom that comes when the PeliPocket is keeping your things secure, helping to overcome the market hurdle of it looking “cool” to the consumer. Along with creative direction, we helped create digital content for the initial Instagram launch and to support the new company’s ongoing efforts!
Event Branding / Print Materials / Art Direction
The NYU Steinhardt Music Theatre Showcase needed a brand overhaul: a new look that spoke to both the school’s academic gravitas but also appealed to industry and prospective students. They needed something fresh that would establish the showcase as a premier event of its class in the NYC marketplace, and have a whole suite of print materials to support the event’s marketing efforts.
In the design, we embraced clean lines, bold typography, and a system of photographs and gradients that gave the materials a glossy edge and referenced the existing brand of NYU. As a part of the collateral, we devised day-of-print pieces that gave industry and members of the press an easy way to remember each student’s performance, make notes, and get in touch for appointments. We also developed a website that showcased each student, a video of their performance, and a downloadable headshot and resume.
This is an image description!!!
Design + Direction / Web Design / Photography
Janet Lieber is an interior designer in beautiful Orange County that needed more than just a logo and a website: she needed to look more expensive. As her business has grown, it has also moved toward a higher-end market, necessitating an aesthetic that caters to the luxury client. She needed her branding collateral to look as polished as her work was, and fast.
Playing on the form of a chandelier, we devised a monogram mark that features the double “C” for Creative Concepts and adds just the right amount of ornamentation. We took photographs of her recent projects and created a website that caters to contemporary audiences while honoring her transitional-rustic style. The color palette is engineered to feel expensive, anchored in hues of charcoal, gold, and slate blue that evoke the feelings of metal and crystal. The typefaces are classics with clean lines and classic finishings, just like many of Janet’s signature furniture pieces. The photography style is editorial, aiding to make everything in the brand universally feel like a luxury magazine spread.
Easter at Friends
Design + Direction / Consultation
For their annual Easter celebration, Friends Church wanted a brand that was different from the typical pastel graphics that saturate the holiday. The theme was "Alive", and we went for something simple, intense, and that could become a piece of the scenic design through projection during the services.
Corrie Lynn Photo
Design + Direction / Web Design
Personal Project / Design
In developing some custom typography for a project, I ended up creating a whole suite of capitals, all in monochrome. I always relish the opportunity to learn and grow, and this poster became a study in vector building, typography, and brand diversity.