Brand Work & Design
It’s my opinion that branding is the most important pillar of marketing as it helps to establish a unique identity and creates a lasting impression in the minds of customers. A strong brand allows companies to differentiate themselves from competitors, build customer loyalty, and increase their perceived value. A well-designed brand strategy can also help companies to communicate their mission and values, making it easier for customers to understand what they stand for and why they should choose their products or services over others. Additionally, a consistent and recognizable brand can increase credibility and trust, leading to higher customer engagement and increased sales. In short, branding plays a key role in shaping customers' perceptions, creating a strong identity, and driving business success in today's competitive marketplace.
Brand Design for The Boston Marathon®
In the Spring of 2024, The Boston Marathon® introduced a new logo design for the 129th Running, developed in coordination with our team. I was tasked to create a digital rollout for the new brand, knowing that we have a very - very - loyal fanbase married to the previous brand identity.
This took some creative thinking.
I concepted and designed a digital branding package to rollout the new logo the week prior to the logo’s launch, hinting at elements throughout the week to soften the overall impact that the impending launch may have. The response was mild, just as prescribed.
Sometimes brands don’t want to make a splash. That’s okay.
It is important to find your position in the market and play to its strengths.
Each year, the iconic Boston Marathon has a theme. In looking for a theme to center our marketing and messaging around in 2024, we landed on History in the Making. I was tasked to come up with a logo that could encapsulate the moment. After many iterations, the logo was finally born.
This logo was present on most marketing materials, both in logo and wordmark format - including at the iconic Boston Marathon Finish Line.
History in the Making
Additional Brand Design for the Boston Athletic Association
B.A.A. Neighborhood Fitness Series - neighborhood flyer designs
Photography
Social content
Brand Design for Florida State Campus Recreation
When I arrived to Florida State to work as the Assistant Director of Marketing, I noticed that the brand was stale and outdated. It was time for a refresh.
I created a comprehensive branding package, complete with fonts for universal usage, wordmarks, logos, and proper use of color guidelines for the department.
Logo
Colorway
Typography
Branding
Brand Design for TBPM Plumbing Contractors
TBPM Approached me to redesign their logo that hadn’t been updated in nearly 30 years. I met with the leadership team to decide the vision they had for the brand. They wanted an outhouse, specifically, and for the colors to “pop”. Collaboratively, we rejuvenated one of the area’s mainstay businesses to ensure another 35 years of small business growth in Tampa Bay.
Logo
Colorway
Typography
Branding
