Led a creative team to concept, design, and produce for traditional and digital executions. Delivered clear art direction for creative concepts and followed brand style guides to bring the brand to life. Oversaw new product launches, in-store/merchandising executions, packaging, and digital design for a variety of high-end brands, but a focus on Craftsman. Self-started creative projects while taking the initiative and managing my team’s projects working with other Creative Leads and Brand Strategists to achieve the best possible solutions.
Beginning in Quarter Two of 2016 I was tasked with redesigning the IFROGZ brand from the ground up. The rebranding consisted of a completely new look and feel that would reach the brands target audience better. Working with the President of ZAGG we researched into the vast range of audio brands on the market, testing why each brand was strong and weak in their individual markets. Working with NPI reacher teams we surveyed a broad range of this brands target demographics to determine their buying habits and what draws them to certain brands. Based off the collected data we determined that the IFROGZ brand appeals to the younger price conscious buyer who still wants to feel like they are getting a premium priced buying experience. For this reason, the new style of IFROGZ offers the most premium buying experience at the low cost price point.
To be released publically Fall 2016
Please visit the below links to view a selection of pages I art directed and designed while working at ZAGG Inc, home of the ZAGG, Mophie, InvisibleShield and IFROGZ brands.
Visit the ZAGG Inc Instagram page to see my work on a social media platform, conceptualizing and art directing shoots for the various ZAGG brands.
For this project the class worked with real clients, to experience what it was like to compete with other designers for a single job. Out of the 24 students in the class, the two non profit companies we worked for bought my design after the final presentation and still use the logo and collateral material in advertising. Both logos where hand drawn to give a more personal feel. Because of budget constraints I created ink stamps of each logo that can be used in gorilla style advertising in the future. The last four slides in this series is a combination of the two logos for a united art show at the end of March, 2009.
Metaproject
The Metaproject initiative from RIT is now running in its third iteration. The term “Metaproject” is designed to be used as a thematic umbrella referring to an industry partnership which places the student output into a global venue thereby opening up a transformative platform for the industrial design program and by proxy, the School of Design and RIT. In keeping with the Design is One philosophy espoused by the RIT Vignelli Center for Design Studies, Metaproject aims to encourage students to produce design that is “semantically correct, syntactically correct, and pragmatically understandable, but also visually powerful, intellectually elegant and timeless”.
I was given the honor of developing the design standards for this now globally known annual project. I developed the logotype along with the standards manual for all marketing collateral published under the Metaproject name. I also developed the design standard for the book published at the end of each academic year to showcase the student work. I did the pre and post production prep work on the first two books in the series in 2011 and 2012. I also designed the exhibit space for the International Contemporary Furniture Fair held in New York City in May each year. Based off the standards I set for the series as a whole a website was also developed to showcase the work of the students.
view it here: http://metaproject.rit.edu
Company/Brand redesign including a new image direction including catch phrase, logo, marketing mailer, business card and yellow page ad.
A game developed for DKdesign. Crafted out of highly renewable woods and recycled materials. Sustainable Logic is a game for kids and adults which test the users knowledge of architecture and physics.
ArcWorks Design is collaboration between ArcWorks, the manufacturing division of Arc of Monroe in Rochester, NY, and Stan Rickel, internationally recognized industrial designer. The objective of the program is to design and develop products that focus on furniture for retail sale having components that are designed and customized by individuals with disabilities.
The design team is composed of 7, also known as the Daylight Super 7 or DS7. ArcWorks individuals with disabilities led by an nationally/internationally recognized guest designer and/or performer who is well known in our community.
Celebrating storytelling with mass individualism is the main theme of Design Difference as each finished piece has a customized “stamp.” Each member of the DS7 design team creates an individualized stamp that is placed on the piece after assembly is completed. The stamp is what continues the storytelling of the piece; its “life” continues to grow and learn with each individual it comes in contact with through the design process and with the consumer.
As Art Director and lead designer, I was tasked with making the brand Arc Works | Design and all the different visual components that would bring life to the DS7 team and their designs. The below images are a compilation of both the design process of working with the DS7 team on location, art directing photo shoots and the final advertising collateral that created at the end of the process.
Company/brand redesign. I was given full control of redesigning the company's identity, including: logo, icon, business card, marketing material, website and point of sale banners.
The LifeGun is a system that supplies the user with a utility for extracting, filtering, and bottling water from the water source. Through the use of a manually operated piston-style pump, the user is able to easily draw water up through a filter column, without any major ergonomic stressors. Within the same basic compression movements, the filtered water is channeled through a valve and into the housing where a PET bottle can be affixed.
This thesis focuses on the importance of creating a fully integrated point of use water filtration and purification system in Haiti, as my test audience, that will be focused on solving certain factors that are usually overlooked in the majority of designs created for the “other 90%.”
The intent of introducing a new technique for purifying water in the developing world is to make a healthier and easier method of collecting and cleaning water for human consumption when there is a chance of causing disease from the pathogens in the water source.
However, the currently implemented systems and products used for water filtration and purification in developing counties go unused or are abandoned once they break down; the local people go back to filtering water in less effective ways. THe reason for the lack of use of these "foreign" designed tools is because they are not accepted in the local community they were designed for. A lack of understanding of the socio-economic and environmental conditions creates a communication barrier between the designer and end user.
The final design for the LifePump consists of a standard deep well hand pump that is already used in developing countries. The pump can be built in less than an hour and costs around $4.00 when the parts are bought in bulk. The main purification filter is created from locally sourced clay and manufactured by local kilns.
The pump is a closed system. The water starts in the five gallon bucket as turbid and undrinkable. However, after it is pumped through the filter and into the attached PET water bottle it is purified and ready for consumption. A hose can also be attached to the end of the PVC pump and the water can be transferred to a separate, clean bucket.
Full Thesis: The LifePump
