Freelancing has led me to some branding projects for new companies, and those that have been around for a while. Sometimes there’s not even a name. These branding projects not design for design’s sake. Each project is conceptual, whether it’s just a logo or a complete design system. With my background in advertising, the branding goes beyond just a logo and colors.
I created a new logo, brand system, color palette, and ppt design templates for Apiro, a tech startup that's creating a new office design system of easily reconfigurable elements. Utilizing digital twin software and AI, they design environments that can quickly adapt to their users and business needs.
I recently created a brand system and identity for a new industrial cybersecurity company, SWOT24, part of the ABS Group. This included a naming exercise, logo exploration, visual direction, and advertising that spanned all media. I created a whole brand identity of collateral, brand guidelines, social posts, banners, website designs, and video content.
See the workI was approached to redesign the logo and graphic identity of Cleaner California Coast, an affiliate of Leave No Trace. It's a unified effort across Marin, Sonoma, and Mendocino counties to combat the rising pollution, ecological, and public health impacts stemming from increased coastal visitation. The work included a new logo, new colors, new typography, and a new brand guidelines. I also created new ads, social posts, merchandise, a website refresh, and a revamped action toolkit.
The old Bank of Guerneville building had been empty for almost 30 years. I had the opportunity to create a design vision, a unique identity, and a retail brand inspired by historical elements of the building. I worked with Jessica Hische on the murals. The project has been recognized by the Sonoma County Board of Supervisors, the Sonoma County Historical Society, and has won a California Preservation Foundation award.
See the workDocomomo US, a non-profit organization dedicated to the documentation, preservation, and conservation of modern architecture and design, needed to refine and define its unique brand identity from its parent organization, Docomomo International. I led a branding effort which included new brand guidelines and a new website. I worked with Eduardo Nemeth and his company Filtro to develop the new website which not only educates, but also gives tools for advocacy and engagement.
After launching the Guerneville Bank Club, I was approached by Foppiano Vineyards to help rebrand the front of their large winery building in Healdsburg, Visible from the 101 highway, the building was an opportunity to create a splashy new look for this storied family brand. Inspired by an old photograph of the building from the '40s, I created a new spin to help make it more graphic and contemporary. The logo was a success, and was eventually used on their wine bottles.
The Bolinas Museum approached me to create an identity for their annual benefit art auction. In the 1800s, the name "Bolinas" was mispronounced, which some people took as a corruption of the name of the baleen whale. The concept of the chosen design is graphically influenced by the mouth of the baleen whale. Baleen whales have no teeth and use a unique filtering system for feeding- much like how potential auction buyers decide what to bid on. The work included concepts for museum merchandise, as well as an artist pin.
During the Covid reopening period, I helped the Russian River Chamber of Commerce and Russian River small businesses. I worked with local international artist Jim Isermann to create artwork that could unify the Russian River corridor to remind visitors to Be Smart, Be Safe, Be Kind, and Stay Healthy. QR codes within the artwork gave context to the artwork. The program was funded by grant from Creative Sonoma and the National Foundation of the Arts.
I was asked to join a task force with Sonoma County Tourism and county officials to remind visitors to be smart, be safe, be kind and stay healthy. After discussions with the team, I created a “seal” which was used at multiple touch points such as business stickers, airport signage, postcards, billboards etc. during the phased reopening after the Covid lockdowns. Working within the existing Sonoma County Tourism brand guidelines, a range of design and color options were shown to multiple stakeholders from throughout the county to help make everyone feel a part of the creative process.