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
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
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
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
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
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
ERA Miami Beach is a concept bar that utilizes elements of the Victorian Era, Art Deco and Art Nouveau to create a unique and memorable nightlife experience. Using custom letterforms, I created a logo that has a distinct historic feel while introducing a standard of style and luxury that would be presented in the interior space.
logo design, art direction
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.
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.
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.
Friday 5 is an online platform that teams up with stars throughout sports and entertainment to raise awareness and funds for causes around the world. Each week a different charity is featured which required me to design a website that is flexible and easy to use while maintaining the narrative of the weekly charity. The result is a plug and play design that enables different charities to showcase their cause while providing a familiar interface for the users each week.
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
JoLoop is a multi-functional mobile-app for enthusiasts of all levels of fitness that helps users find the right class while making friends and activating promotions. I was asked to re-design their logo while incorporating the infinity loop motif from their previous identity. The result is a friendly yet sophisticated word-mark that suggest cycles and levels. The mobile app design utilizes icons and list organization to make for a straightforward and easy to use interface.
logo design, app design
ely™ is a free app that immediately alerts parents whenever a recall is issued for a children's product that they own. From the beginning the client knew it wanted to use an elephant as it's mascot but was never able to get quite the right feel. I took into consideration the logo needed to be family-centric, accessible and tech driven and came up with the baby elephant motif. The playful yet trustworthy typography provides good contrast to the angular elephant and can be used on it's own while having the same appeal.
logo design, art direction
While working for the organization Film Independent I was asked to create the campaign for the 2009 Los Angeles Film Festival. The only requirements were that I needed to use the organizational colors at the time and it had to tell a story about Los Angeles. After weeks of research I presented several design concepts which expressed unique attributes of Los Angeles. The approved design was influenced by the architectural photography of Julius Schulman and his portrayal of Richard Neutra's architectural influence in Los Angeles. The dramatic perspective and rigid architectural lines were hallmarks of Shulman's Neutra pieces and suggest a unique view of Los Angeles. The flying arrows were added to give a sense of movement, space and purpose.
art direction, environmental design, logo design