The Reserve Cocktail Club is a high-end lounge and nightclub located in the heart of Downtown Los Angeles. Located in one of the oldest building in the Downtown area, The Reserve occupies the vault section of what was once the first Bank Of America in the country. I designed an identity system that captured the essence of it's banking heritage and early 20th century style while infusing it with a modern, sophisticated feel. The hybrid human-animal portraits where used as wall paper to dress panels that were part of the building's original architecture.
logo design, art direction, interior design, website design, collateral
FOY (Fountain OF Youth) is a holistic life-style brand whose goal is to enrich their customers’ quality of life through a growing line of premium, all-natural, CBD-infused products specially formulated to help each individual feel healthy, whole and ready to share their respective gifts with the world.
The folks at FOY came to me requesting an identity that would feel just as at home in a day spa as it would in your medicine cabinet. Something simple and straightforward yet easily recognizable. I saw the “O” shape as an opportunity to create a fountain motif that could act as a recognizable shorthand for the company while informing a cohesive visual language across product lines. The vibrant color palette is optimistic and eye catching while showcasing the attributes of the individual products.
logo design, identity design, packaging
Operating Since 1983, The Art Deco Society of Los Angeles is a non-profit cultural organization dedicated to the public awareness, study, and preservation of early 20th century Art Deco art, architecture, and design. The organization came to me looking to refine their current logo while building a larger identity system that could be implemented across a variety of materials.
Their main objective was to preserve the central image from the original logo, a tower from the Pan-Pacific Auditorium, whose destruction in 1983 served as the catalyst for the organization to form. I was tasked with elevating the logo and elaborating on a visual language that epitomized Art Deco style.
Using reference photos, I redrew and simplified the tower and placed it in a simple geometric form that contrast nicely with the rounded forms of the tower. I then modified a font whose geometric shapes and elongated letters are typical of Art Deco typography. Finally, I created complimentary motifs of the California state bird and flower to emphasize the organizations Golden State heritage.
logo design, identity system
Good typography is the foundation of good design. Here are some examples of some custom letterforms I made for clients and for fun!
custom typography, logo design
Figs is a billion-dollar healthcare apparel brand that sells scrubs that come in a variety of colors and styles, as well as a number of other products for healthcare professionals. While working with Lineage Digital I created the integrated marketing campaign for the launch of their new color way: Optic White.
Figs wanted a departure from the more convention, static approach to their previous product launches. They asked for us to play with the idea of optics and infuse the designs with energy while still adhering to their minimalistic aesthetic. My solution was to use 3d shapes, depth of field, and a staggered but structured composition. The result is a crisp, eye-catching campaign that was launched in August 0f 2022.
campaign design, social media
Demur is an electronic dance music producer/DJ who describes himself as "a concerned citizen of dance music land doing my part." His music is a reaction to the mass produced, pop-oriented EDM that has risen to popularity over the last decade and he needed a brand that emphasized his rebellious spirit. I created a custom stencil font that references guerrilla activism along with an icon that acts as a short hand symbol for his revolutionary vision. Working closely with the producer we created a propaganda campaign utilizing political "cartoons" that acted as commentary on his extreme disillusionment with the EDM industry.
logo design, illustration, art direction
When I first started my design career, I had no idea how in demand presentation decks would be. I’ve made hundreds of decks as a designer, and I’ve become pretty good at PowerPoint, Google Slides and Keynote. Presentation decks are great opportunity to build a brand voice and a necessary part of any company’s marketing strategy. Here are some samples of some of my favorites.
Well Crafted Wine & Beverage Co. is an importer and distributor of fine wines and craft beverages from around the globe. Formerly The Spanish Wine Importers, the company focused mainly on regional wines from around Spain and Europe but wanted a rebrand that reflected their current state and growth strategy. With plans to expand it's portfolio and market reach they needed an identity that positioned them to attract a more diverse audience.
After deciding on the name Well Crafted I chose the well motif to reinforce the idea of hand crafted dependability while also suggesting that Well Crafted was the "source" for all your craft beverage needs. The colors add a rustic yet modern touch while referencing the Spanish country side that is at the core of the company's heratige.
logo design, art direction, collateral
A friend of mine came to me to help execute his vision for the branding of his new construction company. He comes from a long line of construction and contracting professionals and he wanted to use this lineage as a basis for his new company. He presented me with an illustration of a monkey holding a 2x4 and some nails his grandfather had used as a mascot for his company in the '50's. His proposal was for me to create an updated version of this mascot but with the sensibilities of more modern sports mascots. I created a playful yet determined mascot that reflected the principals of hard work and diligence that would be the hallmark of his new company. The color palette was inspired by common colors seen on construction sites such as power tools, heavy machinery and safety equipment.
logo design, branding
Mike Conley Jr. is the starting point guard for the NBA's Memphis Grizzlies and the highest paid player in NBA history. After signing a 5 year, $153 million contract in 2016 he required a brand and digital presence to announce his arrival. I designed a logo for Mike that is sleek and recognizable allowing him to position himself amongst the games elite. The logo subtly describes the MCJ letterforms while maintaining a uniquely athletic feel. The two lines in the negative space are meant to reflect the number 11, the number he wears as member of the Grizzlies.
The website needed to be just as sleek as his logo so I designed a simple yet sophisticated scrolling site featuring his brand video as the main introduction.
logo design, website design
I consider myself an image maker and this can be a important asset in creating specific client work. Here are a few examples of Photoshop-based digital illustrations I did for a few clients.
Travelle Gaines is considered the premiere sports performance trainer in America, having trained over 300 current NFL players. His Athletic Gaines training facility is the industry leader in athletic performance training for athletes of all ages and abilities. Needing a brand rehaul and an identity system that would translate to his new performance supplements, I designed an identity package that is bold and active with a cutting edge appeal. Using the superscript "N" to compliment the icon I introduced the tagline "Raised to a Higher Power" to describe his new suppliment line.
logo design, packaging, art direction
In addition to being a graphic designer I am also a fine artist where I work out of an art studio complex in Mar Vista called Grand View Fine Art Studios. In 2015 the community of Mar Vista decided to host its very own Art Walk with the studios being a central attraction of the activities. The Art Walk Director came to me with the proposition of helping the community by creating the first four Art Walk posters to add a polish and professionalism to an event with limited, if any, budget. The Mar Vista Art Walk has gone from a small pop-up activity with an audience of just over 500 to a major community event with over 5,000 attendees.
poster design
Dwight Freeney is an All-Pro Defensive End in the National Football League. Freeney is know for his quickness & power and needed a website that reflected his play on the field. I designed a website with sharp angles, bold typography and a strong color palette to achieve an energetic and athletic feel.
website design
Julius Thomas is a Pro-Bowl Tight End for the NFL's Jacksonville Jaguars. He wanted a puzzle-style logo that could be seen as complex and cutting edge as he is. Typical of athlete logos, the monogram is an abstract configuration of the letters "J" and "T" with smaller marks creating his number 80 in the negative space.
Thomas is proud of his charity, Reading Equates to Success, whose mission is to “Spread Inspiration and Create a Desire for Learning “ with the schools, students, parents and our communities. He requested his website allude to the experience of reading a book while still portraying him as elite in the athletic community. I designed a website with a unique yet straightforward interface that has the feel of pages or chapters being reveled while maintaining the premium quality of an premier athletic brand.
logo design, website design, art direction, apparel
