Greenberry Website

GreenBerry

Art Direction | Web Design

New Construction

Greenberry is a general fabricator and contractor with nearly five decades of experience. Greenberry has worked on projects throughout the U.S. and in numerous industries. After our team completed a brand refresh, I designed a cohesive homepage and interior page for their new site. These pages provided art direction and served as a template for future pages.

Precision Details

I incorporated a faint gridded background to add depth and texture to each page. The grids represented the graphing paper many of the engineers used daily. Additionally, I utilized circular rings and subtle linework to bring in elements from the newly refreshed brand.

Bri Johns

Bri Johns

Creative Direction | Branding | Web Design

Getting Personal

Bri Johns is a professional public speaker and writer, speaking at women’s conferences and youth camps across the country. Bri, a longtime friend, approached me needing a personal brand and website. I wanted to create a brand that represented her creatively and professionally. I additionally wanted it to mirror her friendly and approachable nature as a writer and public speaker.

Be Intentional

The free-form circle throughout the brand adds a fun and versatile creative element while subtly representing deeper symbolic elements. One of my favorite things about Bri is her ability to embrace, celebrate, and transparently share her struggles and imperfections. The intentional use of this shape language symbolizes these personal characteristics. The shape is also a subtle nod to a speech bubble and represents her work as a speaker and writer.

Clean and Simple

The website is a cohesive extension of the brand. It highlights Bri’s past work and allows potential clients to contact her. Large speaking images help elevate the professional and approachable tone established by the brand’s color palette and typography.

Luna Gifs

Luna Gifs

ANIMATION | GIFS

Gif me baby.

These cute lil bots were created for Orange Nebula to be used on Giphy and the larger web. These simple emotes were first vectorized in Illustrator, then animated in After Effects, and finally exported through Photoshop. Always excited for the opportunity to do some annimation work!

Crystal Core Fitness

Crystal Core Fitness

Creative Direction | Branding | Web Design

Fitness for all.

Crystal approached me, needing a brand and website for her new personal training business. During our initial conversations, she discussed the importance of her brand feeling accessible and enjoyable. Crystal referenced how fitness brands often felt exclusionary and unapproachable. In contrast, however, she did like the professional and high-end feel of some of those same brands.

The Crystal Core logomark is a series of outlined half-circles meant to represent the weighted plates affixed to the end of barbells. The parted and enclosed rings also create a series of letter C’s representing Crystal Core. These natural repeating shapes within the logomark lent themselves to several uses throughout the brand, including patterns and overlays.

Perfect Imperfections.

To create a more body-positive and inclusive brand, I intentionally made the circular shape of the logo imperfect, with a width greater than its height. I also utilized fun wavy linework, bright colors, and offset images. This shape language became a subtle pushback against fitness brands that promoted a singular “perfect” body type within their branding. I created the tagline “Fitness for All” to help further connect these thematic elements that inevitably became a central selling point for the client.

Lastly, I created mockups for the final brand presentation to help the client visualize her brand in different real-world applications. These mockups included image overlays, printed and digital materials, and apparel.

KnightCode

case study

knight Code

Creative Direction | Iconography | Card Design

KnightCode To Go:

Client trust is invaluable. Consistency builds creativity.
Effectively communicate inspiration.

The KnightCode team approached us to help bring creative vision to their newest project, a card-sorting game to help families identify their core values and identity. They had already developed the gameplay mechanics and content but needed a robust visual design system to bring this project to life.

The game cards comprised 100 descriptive words, each visually represented by a custom icon. Our first task was to create a singular creative direction for the iconography style. Utilizing mood boards, we opted for a clean monoline style.

Testing, Sketchy Shit, Manic Artboards

Due to the large number of icons, we had to ensure each icon fit cohesively with the rest of the set. To test this, we created a sample set of 5 icons to gauge how well they work together stylistically. We quickly realized that the circular framing around each icon significantly contributed to a uniform look and feel amongst the icons. Once the sample set was approved, I spent the next eight months crafting the remaining 90 icons. We went intentionally slow, building only one pillar (10 icons) at a time. Pacing ourselves was all about quality control and avoiding creative burnout. At the end of every pillar, we compared it to the previous one to check consistency and cohesiveness.

Each icon set began with sketches. I first looked at each pillar thematically, which greatly informed each icon. I then started with the most straightforward and recognizable representation of each term. Once I had a sketch concept I knew I could work with, I jumped into Illustrator and began vectorizing the icon.

I then continually refined the icon, sometimes to make it more visually exciting and other times to provide clarity. Icon after icon, I repeated this process. Once I had completed the set, I compared each icon to gauge how well they fit together stylistically and thematically.

After I completed each pillar, I would meet with the KnightCode team to assess and discuss any necessary changes. The pillar presentations ended up being the most reassuring part of the process. With each icon set, I developed a better understanding of the KnightCode team’s vision and quickly became able to predict their stylistic preferences. My emotional intuition and ability to connect with clients proved to be my greatest asset on this project.

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Finally, all 100 icons were finished and approved! It was a journey that challenged and immensely strengthened my creative problem-solving abilities. But we still had work to do. Next, I had to design the physical game cards that displayed each icon. We decided on a hexagonal card shape early in the icon development process. We would feature the card’s icon and associated word on one side. The opposite side would highlight the icon’s word, phonetic pronunciation, and description. One of the primary challenges for the card design was displaying the icon on the back. I quickly realized that keeping the icon black and white helped with visibility and contrast. However, this made the icon side of the card feel flat and uninteresting. To fix this, I created a unique geometric background pattern. I also utilized a vignette shadow to provide depth and luminosity to the background.
For the definition side, I applied a smaller, pillar-specific, patterned background and darker shadowing to provide texture and depth to the card. For the color palette, I focused on warm yet vibrant colors. Each pillar was then assigned a specific color and unique background pattern. An overlayed crossbar created the perfect contrasting section to display the card title. Finishing touches included adding a smaller version of the icon to the top of the card and some gradient line-work.
And now we’re here! KnightCode is currently working on prototyping and production of the cards. If you’ve read this far, thank you! Designing these cards utilized all of my creative skills and is one of my favorite projects to date. Most importantly, it showed me the importance of developing strong client relationships and the value of a client’s trust. On to the next one.

Cardinal Knives

Cardinal Knives

NAMING | BRANDING | PACKAGING

What's in a name?

Cardinal Knives was an early naming and branding contender for Acre Knives. “Cardinal” refers to the cardinal points on a compass and conveys confidence, expert knowledge, and an entrepreneurial spirit. It represented new beginnings for a team of experienced bladesmiths positioning themselves as expert guides to anyone looking for a quality knife.

Stay sharp.

While the name Cardinal didn’t stick, many of its sharper elements did and can be seen throughout the final Acre brand. Unique to the Cardinal brand was an octagonal shape that served as a primary logomark. I utilized this octagon throughout the brand in many of the same ways the Acre hexagon was incorporated. Additionally, a star-shaped pattern mimics the cut of a knife and refers back to the navigation motifs of the Cardinal name.

Allplay

allplay

NAMING | BRANDING | PACKAGING

All in a name.

Before they were Allplay, they were boardgametables.com. While they did sell tables, they also sold many other gaming products and accessories. However, the specificity of their original name left many potential customers confused and unaware of the company’s other products. Our first task was to find an inviting, consumer-friendly name that accurately reflected the company’s robust products.

“Allplay” comes from a commonly used gaming term that invites each player to participate in the current turn. We chose this name precisely because of its wide usage within board games and familiarity amongst novice and experienced gamers. The name directly contrasts many of Allplay’s competitors, who often use niche terminology and branding that mainly appeals to a specific audience. As described by the Allplay team, “We want to move away from the bearded guy in his basement stereotype”

Don't forget to play

While part of our team pursued a more polished and refined name and branding direction, I decided to explore a fun and playful alternative. It was from this exploration that Allplay was born! A custom geometric wordmark quickly became the primary logo for this brand. Its simplicity allowed us to effectively apply the mark to game boxes, bags, tables, and more. The playful letterforms and dramatic drop shadow add a unique and approachable feel. A fun but professional color palette adds vibrancy and liveliness to the overall brand. Additionally, we utilized a series of rounded corners, straight edges, and drop shadows throughout the brand to complement the shape language found within the wordmark.

Cookie Society

Cookie Society

BRANDING | PACKAGING

Build for where they're going.

When Cookie Society approached us for branding work, they were a small mail-order cookie business. Their main ask was to develop a whimsical but professional brand they could grow with. Today, they have a thriving online business, two brick-and-mortar locations, an event truck, and nationwide acclaim. The Cookie Society brand is a testament to the importance of building a foundationally strong branding system that can grow and expand as your clients do.

Lovin' Every Crumb.

One of my favorite brand taglines that I have created is Cookie Society’s “Lovin’ Every Crumb”. This play on words represents the baker who puts love into every crumb and the consumer who is “lovin’ every crumb”.

Keep it simply sweet.

As this brand has grown, the foundational simplicity of its design has allowed it to remain cohesive and true to its origin. The simple rectangular frame is a nod to their original boxes and their start as a mail-order cookie service. The geometric typography with circular “o’s” and “c’s” represent the cookies. A beautiful pop of teal adds personality and approachability to the overall brand. Sweet. Simple.

Acre Knives

Acre Knives

BRANDING | MENU | PACKAGING | WEBSITE

stay sharp. stay true.

After landing on a name, the team at Acre Knives needed a professional, consumer-friendly brand system. We discussed the importance of having a brand that reflected the excellence of their product while also feeling accessible and familiar. Sharp linework, geometric shape language, and a custom-built wordmark helped build the Acre brand.

666.

Comprised of six master bladesmiths, the Acre team brought unique perspectives to the branding table. While most would shy away from having this many cooks in the kitchen, the insight received from each team member was invaluable. Being open to the creative feedback of the team allowed me to create a brand that everyone could take ownership of.

its simple geometry.

Hexagonal shape language is utilized throughout this brand to represent the individuals that makeup Acre Knives. The natural sharp angles and clean lines are perfect for a knife brand and can be used in a variety of ways. Expanding the shape to highlight a single angle creates dividing elements that can be used to integrate large swatches of color. In contrast, by scaling down the hexagon, we can create pattern swatches that create texture and depth within the brand. The hexagon shape also works great as an image frame.

leave your (word) mark.

The Acre wordmark, which serves as their primary logo, was completely crafted from scratch. It beautifully incorporates the angular shape language found throughout the brand. The wordmark feels professional and conveys an expertise of knowledge while remaining affable and approachable.

HarBQ

Branding feature image Harbq

Texas BBQ with PNW STYLE

BRANDING | MENU | PACKAGING | WEBSITE

make brands for the people you care about.

Run by chef and friend Harlan Porterfield, HAR-BQ is one of the premier barbecue joints in all of the PNW. So when he reached out in need of a full brand I quickly said fuck yeah. At the end of the day this brand was a breeze to create. Knowing Harlan as well as I did allowed me to create a well informed brand that fit better than his best BBQ stained white t-shirt.

and for the things you know.

Growing up a Texas boy myself, there are few things I know better than Texas BBQ. And few things I love more than the PNW. So merging the two was a bit of a creative swipe right. Most of the inspiration for this brand came from the countless Meat and Three barbecue spots I grew up going to as a kid.

keep it simple. keep it saucy.

I kept the foundation of this brand simple and versatile. Doing so allowed me to have fun with  merch, packaging, textures and more. The warm color palette was inspired by endless barbecue sauce stains, rolls of butcher paper, and dried oak filling the ever hungry smoker. Speaking of dried oak, those are hand made textures from Harlan’s own wood pile. Pretty cool.