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.
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).
concepts | branding | print | digital | art direction | collateral
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.
Art direction from 12+ day location and studio photoshoots. I was responsible for casting models, wardrobe stylists, hair/makeup stylists, photographers, locations, props, and managing the budget. Images appeared in Chadwicks catalog, collateral, and website.
concepts | branding | art direction | digital | print | collateral
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.
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.
concepts | branding | print | collateral
Boston Apparel Group was formed when Monomoy Partners purchased the Chadwick’s and metrostyle apparel brands from Redcats USA. They built the company as a designer and retailer of value-priced women’s clothing with Chadwick’s, metrostyle, and later Casual Living under its umbrella.
Boston Apparel Group needed a logo and branding for all of its company touchpoints. As an Art Director for the Chadwick’s brand and love for branding, I was tapped to utilize my expertise in branding and independently concept and design the Boston Apparel Group logo with all supporting collateral materials.
Inspiration & Initial Concepts
Final Logo
Branded Collateral
I collaborated with an Interior Designer to brand a women’s apparel boutique located in historical downtown Concord, MA. After hand-crafting the logo, I rolled out the brand identity on hangtags, stationery, packaging, and exterior store signage.