The objective for this project was to conceptualize a conference related to design and typography, and then create a system of collateral to promote it. ‘Unbounded’ is a conference that celebrates typographic expression and freedom. It emphasizes the notion of experimentation, making mistakes, and the use of natural, organic forms.
Throughout the history of design, there have been numerous notable surges of rebellion against the status quo. In the case of Dadaism, artists reacted to the atrocities of World War I and created a style that defied any logic. In the present day, many designers are reacting to the hyper-perfected tendencies of a world so focused on the computer and technology.
all star game:
The objective for this project was to identify a sports related brand in need of a redesign, and provide an extensive range of brand applications. I chose the Sixtieth NHL All Star Game in Columbus, Ohio. This redesign focuses on the history of the NHL and borrows inspiration from classic hockey of the 1940’s.
The NHL All-Star Game is an exhibition ice hockey game that has been played every year since the 1947–48 NHL season. It is traditionally held at the midway point of the regular season, with many of the league’s star players playing against each other. The teams are made up by a player draft determined by the players themselves, and captains selected by both fan balloting and the NHL Hockey Operations Department.
The objective for this project was to refresh the brand image of a local deli, and provide it with a memorable system for packaged goods. I chose Arguello Market & Delicatessen in San Francisco’s Inner Richmond district, a block away from Golden Gate Park and known for its fresh carved turkey sandwich. Applications of this brand extend across various packaged goods as well as a website to stay connected with the neighborhood.
Arguello Market & Delicatessen was founded in 1984 and is still currently owned by the same people. Arguello has been known for its fair prices, quality products, and quaint neighborhood appeal for the past 30 years. Not bound by the confines of a major grocery chain, Arguello is a great place for local people and families to shop.
From July 2013 to June 2014, I was a part of the Packaging Design team at Williams-Sonoma, Inc. in San Francisco, CA. I worked closely with a small team of designers as well as with a larger group of people representing the Williams-Sonoma brand to create enticing packaging for in-store and online purchasing. Products packaged ranged from food to home goods.
Founded in 1956, Williams-Sonoma, Inc. is the premier specialty retailer of home furnishings and gourmet cookware in the United States. It began by selling a small array of cookware imported from France and has expanded to hundreds of products from around the world, more than 250 stores nationwide, a direct-mail business that distributes millions of catalogs a year, and a successful e-commerce site.
The objective for this project was to create a skincare line for a brand not currently associated with any beauty or skincare products. I chose Patagonia, a brand whose basis lies in the Southern Patagonian Ice Field, where Monte Fitz Roy (also known as Cerro Chaltén, Cerro Fitz Roy, or simply Mount Fitz Roy) remains among the most technically challenging mountains on Earth for mountaineers.
Patagonia, Inc. is a California based high-end outdoor clothing brand, founded in 1973 by Yvon Chouinard. An experienced rock climber, Chouinard founded the Patagonia brand after establishing a successful business focused on climbing gear that was safe for climbers to use whilst also protecting the environments in which they would be used.
The objective for this project was to stylistically appeal to the millenial generation by creating designs for three different varietals including a Cabernet Sauvignon, a Chardonnay, and a Zinfandel. Each design is separate and distinct from the other, representing sub-categories of the millenial market. This is a real-world commissioned work from the Trinchero Family Estates in St. Helena, CA.
Trinchero Family Estates, family owned since it was founded in 1947, represents over 27 brands in the United States and Australia. Some of its major brands include Sutter Home, Ménage à Trois, Napa Cellars, and Trinchero Napa Valley. Trinchero aims to provide high quality yet affordable wine to a wide range of wine drinkers in an expansive market.
The objective for this project was to create a promotion for an existing paper company that showcases the abilities of a specific line of paper. I chose Marathon Newsprint by Catalyst Paper, and developed a concept that centered on the idea of pain as a mere perception of stimulants that exists in the brain. Visually, it employs heavy use of medical charts, graphs, and symbols to exist in the realm of science and medicine.
Catalyst Paper is western North America’s largest producer of mechanical printing paper and a recognized leader in sustainable business practices. It manufactures a broad range of high quality products ideally suited to present day needs. Marathon Newsprint offers exceptional print quality, greater strength, and more print surface per tonne than competing sheets.