I OFFER A VARIETY OF CREATIVE MARKETING SERVICES TO HELP BUSINESSES, ORGANIZATIONS AND INDIVIDUALS COMMUNICATE THEIR MESSAGE AND ACHIEVE THEIR GOALS EFFECTIVELY, PROFESSIONALLY AND BOLDLY.
LOGO DESIGN. WEB DESIGN & DEVELOPMENT. PRINT COLLATERAL.APPAREL DESIGN. ILLUSTRATION. PRESENTATIONS. INFOGRAPHICS
BRAND DEVELOPMENT. BUSINESS IDENTITY. TREND ANALYSIS. COPYWRITING. SOCIAL MEDIA STRATEGY. RESEARCH. SEO
IDEAS. IDEAS. IDEAS. IDEAS. IDEAS.
A nice man came to me with the vision of a coffee shop in San Francisco’s Financial District named Urban Brew. He wanted this coffee shop to eventually rise to iconic San Francisco coffee shop heights and to become the springboard for a chain.
He was looking for a logo. Instead I gave him an identity. I drilled down to the essential aspects of the persona he was trying to convey and the consumer he was trying to target.
BRAND ANALYSIS STATEMENT
From that, I brainstormed a bunch of ideas for a logo that would embody those aspects.
LOGO DESIGN CONCEPTS
Lots of ideas, actually.
LOGO DESIGN CONCEPTS
We locked down on one, refined it and the Urban Brew brand was born.
TERRY REGAN IS A LEARNING SPECIALIST, WHICH MEANS HE HELPS PEOPLE TO
USE THEIR BRAINS BETTER. HE’S GREAT AT WHAT HE DOES, BUT HE CAME TO
ME WITH A SOMEWHAT DIRECTIONLESS BUSINESS MODEL AND ZERO BRANDING.
TOGETHER, WE PULLED APART HIS BUSINESS IDENTITY AND I SHAPED A
VISION OF WHAT HIS KEY SELLING POINT IS, HOW IT SHOULD BE COMMUNICATED
BRAND ANALYSIS STATEMENT
BRAND identity STATEMENT
HE WANTED A LOGO AND SOME LETTERHEAD. I GAVE HIM A BUSINESS STRATEGY,
STRUCTURE AND A BRAND, ALONG WITH A LOGO AND SOME LETTERHEAD.
LOGO DEVELOPMENT & FINAL
BUSINESS CARD AND LETTERHEAD
BUT MORE IMPORTANTLY, HIS PROFESSIONAL SCALE SCORE WENT FROM LIKE A 4
TO A 10. PEOPLE TAKE HIM MUCH MORE SERIOUSLY NOW AND THE PHONE HAS
WEBSITE DESIGN AND DEVELOPMENT
A lovely woman fROM Southern California was starting a business called Knight Motorcycles, a company which would manufacture parts for the very specific variety of motorcycles known as café racers.
However, her larger goal was to position her business as the center and hub for the café racer culture.
I didn’t know anything about café racing before I took on this project, but let me tell you: café racing is really, really cool. It has a cool history, it has a cool present and it has a cool future, and that’s exactly the aspect that I wanted to be conveyed by the Café Racer brand.
Its inherently timeless contradictions surrounding things like culture and counter-culture, building and destroying, speed and inertia presented such compelling drama that I really wanted a brand that was like nothing else, yet resonated with something familiar.
BRAND ANALYSIS and reference
And it also had to look really fast. No one rides motorcycles because they’re slow.
Again, lots of ideas…
LOGO CONCEPT SKETCHES
Then we honed in on this one because it embodied a lot of drama and tension while still seeming strong and solid.
FINAL LOGO SKETCH
The final iteration evokes the inherent contradictions of movement vs. stillness, old vs. new, cult movement vs. anarchy, steel vs. light and machine vs. human that exists within the cafe racing culture and that Knight Motorcycles wanted to convey with its brand.
Deluxe Distribution is a leading skateboard goods manufacturer, housing Spitfire Wheels, Real Skateboards, Thunder Trucks, Krooked Skateboards and Antihero Skateboards.
DELUXE AND COMPANIES' LOGOS
DESIGNED BY SOMEBODY ELSE, NOT ME
Each one of their companies has a very specific brand persona that has to be adhered to while also allowing room for creativity, variation and putting out goods that appealed to an edgy, mostly young and male target market. I was a fulltime graphic artist with Deluxe for 4 years and continued working with them as a freelancer for another three years. I designed and illustrated countless graphics for hardware and apparel.
(THESE I DID DO)
In addition, I created lots of online and printed sales materials.
PRINT CATALOGS, EMAIL BLASTS
I re-structured and redesigned the company website. I also maintained it for several months which involved the production of a daily newsfeed of content from multiple sources.
SITE STRUCTURING, FINAL WEB REDESIGN
The biggest design and marketing challenge working for Deluxe was staying up-to-the-minute relevant with its very devoted target market without appearing to “follow” whatever flash-in-the-pan cutting edge trend was taking hold of the skateboarding world.
The answer to this question was ideas, lots of them. For every idea that was awesome, there were usually 9 more that sucked. Deluxe wasn’t super into ideas that suck, so ideas it was until I hit the 1 in 10.
T-SHIRT DESIGN, SPITFIRE
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