Wayfair | Kitchen & Dining Catalog Design

Wayfair

Kitchen & Dining Catalog

concepts | branding | print

Wayfair is customer-focused. The customer has been on the Wayfair website searching a specific category. They didn’t convert to a purchase. This category-specific catalog will arrive at the customers home to remind them of their search. Partnering with marketing and merchandising, we do a deeper dive into the category. We address needs of the customer – in value, selection, style, and tools to choose the right product to make their house a home.

An edited selection of Kitchen & Dining Catalog spreads.

OPCO | brand development & design

OPCO

BRAND DEVELOPMENT & IMPLEMENTATION

concepts | branding | digital | print | collateral

Operating Partners Collective (OPCO) is a network of financial executives with expertise spanning strategy, operations,
product and business development. Their niche is primarily capital markets services, technology, and infrastructure.

The executives had a brand development need based off an initial logo.
I clearly defined their brand, as “Catalyzing Outcomes,” which articulates their niche in the industry.
The strategy was rolled out across print and digital components.

A few key words which make OPCO stand out:
execution/implementation, outcomes, success, focused (capital markets)

Concept Presentation

Concept A: “Catalyzing Outcomes” is unique to OPCO’s brand positioning. I introduced the ascending line to show the acceleration, growth, and outcomes OPCO brings its’ clients. The ascension gives OPCO an advantage rather than using a ‘flat’ or horizontal line.

The ascending line is different and shakes up the traditional. It creates a “bridge” between the traditional and the new/younger companies.

Concept B: This concept with the linking ‘O’s represents the implementation, execution, engagement, relationships, and bandwidth that enables OPCO to stand out from other consultants and boutique agencies. The linking ‘O’s also speak to OPCO’s industry focus.

Concept C: As mentioned in the first option, “Catalyzing Outcomes” is unique to OPCO’s brand positioning. These lines however, show accelerated/catalyzing outcomes using two vertical ascending lines. A different execution to show a similar concept. This also ‘stands up a client’ and allows you to keep in touch – from the start of your relationship. Slightly more ‘traditional’ or ‘expected’ than the Concept A, but still different.

Final Branded Elements: Business Cards, Letterhead, Proposal Template

Final Branded Elements: Powerpoint Pitch Deck

Final Branded Elements: Style Guide

Picturia Press | Bushboys Book Design

PICTURIA PRESS

BUSHBOYS BOOK DESIGN

concepts | book design | print

Picturia Press is a boutique agency specializing in bespoke creative and storytelling projects.
As a freelance assignment for Picturia Press, I designed a 146-page book for an Australian soccer team – the Bushboys.
Using an established brand identity, I designed every spread to tell a story as exciting, hard-hitting,
and masculine as the Bushboys.

Book Design

Coldwater Creek | Event In A Box Campaign

COLDWATER CREEK

EVENT IN A BOX CAMPAIGN

digital | signage | print | collateral

Coldwater Creek was challenged to bring additional foot traffic into their stores. One solution was to have hosted events at the store. There were incentives for hosting a party, such as receiving a shirt and getting a store discount. The host could promote their own product, or just have a night out with multiple friends. Each store was asked to host 2 events a month.

My role was to create seasonal campaign templates for print and digital media. The host’s information could be plugged in as soon as the event request came in.

Research & Concept Presentation

I researched other retailers to see their in-store event collateral. Coldwater Creek’s campaign needed to continue the brand story while having a uniqueness that would stand out from the current in-store signage.

Final Email & Facebook Invitations

In-Store Signage

Printed Direct Mail, Gift Cards, and Handouts

Collette | map design & travel itineraries

COLLETTE

MAP DESIGN & TRAVEL ITINERARIES

concepts | collateral | digital | print

Collette is a travel company focused on delivering extraordinary worldwide travel experiences that enhance the lives of their guests and enrich communities where they give back. The Collette team creates several types of group tours their travelers can choose from. Classic tours, small group explorations, city stays, river cruises, faith journeys, and also private tours.

Tour Map Design

The main focus of my work with Collette has been designing a tour map for every tour they offer (the tours are updated yearly, and yes, there are a lot). I use mapping software in order to create accurate tour maps for the travelers. As I design the maps, I keep in mind that they will be used digitally (ie: landing page), as well as in print (ie: yearly Travel Guide). When the maps are finalized, I ensure they fit the needs of at least six different types of projects. They are an excellent visual aid for the traveler.

Digital Tour Itinerary

Once a traveler chooses an itinerary online, they are able to print it out. My challenge was to create a template which included a ‘letterhead’, tour name, pricing, photos of the location, general experience information, and then a detailed written itinerary with tour map (which I also designed).

The final template is a beautiful tour takeaway that stays true to Collette’s brand standards.

Tour Brochure Design

Tour brochures were printed in multiple sizes and frequently used by travel agents.

Group Travel Planner

The Travel Planner is a tool used by travel professionals complete with marketing information and helpful tools to use in planning. This yearly planner was updated with new photography and travel guidelines specific to Collette travelers.

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Marshalls | art direction – accessories

Art Direction from studio photoshoot for accessories. I was responsible for casting photographer, stylists, and set concepts. I worked with crews in pre-production meetings as well as on-location. Images were used for Marshalls in-store signage and advertising.

Marshalls | art direction – home goods

Art directed Marshalls location photoshoot for home goods. I concepted and executed a direct mail piece as well as in-store signage for a Marshalls home event. The direct mail was so well received it turned into a press kit for editors (in both english and spanish).

Chadwick’s | logo design & development

CHADWICK’S

LOGO DESIGN & DEVELOPMENT

Chadwick’s catalog brought women irresistible style at a smart price featuring the same casual, career, and women’s classic styles found in department stores. The target customer was 50+ woman. With a newly created apparel design studio, the apparel was designed to attract a younger woman, 30+. The goal to redesigning the Chadwick’s logo was to look fresh and sophisticated, an updated classic. After I designed the logo, I partnered with a Copywriter to update all of the creative touchpoints. This also included taking the apostrophe off the Chadwick’s name (which eventually came back).

Competitive Landscape & Initial Ideas

Background research on brands that have the same values. These brands also represent the Chadwick’s customer we wanted to attract.

Before & After – the Final Logo

Catalog Covers

Redesigned logo. I art-directed the photoshoots and designed the promotional type treatments.

Email & Website Header

Branded Elements

I designed the apparel labels, concepted & executed marketing campaigns with a Copywriter, and gift boxes.

Pythia Analytics | branding development & design

PYTHIA ANALYTICS, LLC.

BRAND DEVELOPMENT & IMPLEMENTATION

As a startup company, Pythia Analytics needed brand development for every touchpoint of the business. I wore all of the creative and strategic hats (with exception of writing website copy). This included the creation and implementation of products, partnering with and managing vendor relationships.

Pythia Analytics processed data that catalog companies required: marketing/house file database, data modeling, merge services. What made Pythia different is that it delivered a large measure of online interactive capability for a very good price. There is a customer portal where customers posted data, order reports, set up new marketing campaigns, and other interactive functionality. The target customers were small to medium size catalog and e-commerce direct to consumer companies. There were few competitors in this arena.

Concepting & Initial Logo Presentation

Flushing out the story begins with pencil & paper. Pythia refers to the priestess of the Oracle at Delphi in ancient Greece. Until I dove in to the history of Pythia and the importance of what it could show a client, the name was initially only important to the Principal of the company, not a selling feature. It’s a unique name that set Pythia apart from competitors – Clario, Tricision, Web Decisions, Datamann, InfoGroup.

In order to start concepting, we arrived at three strategic words the logo/brand would represent and tie back to the priestess: connectivity, growth, intelligence. All deliverables relate back to these three words.

Final Logo with Color Options

Website

The website functioned as a marketing device to use during initial conversations with potential clients. However, there was a Client Portal Login which would bring a client to a password protected server. I purposely kept the photography all black and white. It relates back to a digital connection, the rawness of data and spreadsheets. It also supports the importance of the copy, doesn’t distract from it.

Branded Elements: business cards, letterhead, excel spreadsheets, invoices

The owner loved the choice of having two different colored business cards. The green logo was used mostly on the Client Server. They were printed on 32 pt stock, so the card would really stick out from the competition. Other elements included letterhead, invoices, and excel spreadsheets.

Myotech Combined Therapies | branding

MYOTECH COMBINED THERAPIES

BRAND DESIGN & DEVELOPMENT

concepts | branding | print | collateral

Myotech Combined Therapies is a studio with a diverse team of experienced and innovative wellness providers whose comprehensive approach is designed to aid in long-term health and vitality. Their services include massage, acupuncture, reiki, reflexology, and other modalities.

Their logo was inspired by how relaxing and revitalizing their services are. The turquoise color speaks to recharging the spirit and energy levels. It gives clarity of thought, calmness, and healing. The serif font softens the name with the custom H stretched out as if on a bed or massage table.

Initial Sketches

Final Logo

Branded Elements

After creating the logo, I implemented the identity on stationery, gift certificates, brochures, and their website. I also refined service descriptions on collateral. Utilizing my strategic brand placement recommendations lead to an increase in new clients. I also sourced print vendors and produced all printed materials.