Earlier this year I worked on brand explorations for Hire an Esquire, an online service for finding the right legal consultant for a project. The illustrations and icons – set on making the legal profession and process of hiring a lawyer seem approachable, easy and fun – helped the internal team decide the overall direction their rebrand should take.
A blocky bold style was used with the companies selected teal and orange palette. With such strong colors, the rest of the elements were kept very simple and used knockouts of white.
Stand-alone icon style was also explored to show how small visual accents could strengthen the brand presence when used consistently throughout their new site. While the final brand look ended up being a little more serious and traditional, the exploration process was key in helping decide how far to push the needle in their field.
For the 4th annual Code/Art Miami event, non-profit client Code/Art wanted a new design for their participant and volunteer shirts. Previously I had made a series of pins and stickers using small icons, but for this project we created a larger Code/Art constellation design in 3-colors that could easily be printed on two different t-shirt colors (purple for participants, teal for volunteers).
The t-shirt features a girl throwing code snippets into the sky to form a Code/Art constellation. Printed at Custom Ink, the design was arranged so that each color on the purple shirt translated directly to a color on the teal shirt to keep costs low on printing materials and time.
Over the last two years I had designed a series of enamel pins and decals/stickers that were given out to participants. These assets were leveraged internally to create a cohesive look for their events – a strong example of how using a few elements consistently can go a long way in creating a recognizable brand look.
Because I still love me a good enamel pin collection, here is a repost of the series of enamel pins and stickers created over the course of a few mini-projects. These were designed for Code/Art participants – girls in their tweens and teens who explore code through art & creativity in guided Code/Art workshops. Read more about Code/Art on their website.
Learning new tricks is hard for old dogs, but recently I’ve been working more on my iPad Pro to integrate drawing on it into my design process. This series was testing out different brushes (finally settled on….regular old pencil) while also working on figure drawing skills. The sketches were then colored and adjusted in Photoshop.
I have yet to break out of the box on the iPad and draw on it differently than I do on paper; I still tend to use all the techniques I used when I drew in real life and had to scan all the parts to create the digital image. It might take a while before I can shift my mindset to a totally digital drawing workspace…now let’s just hope Google Translate did me right on the French translations.
Les Filles Forte – The Strong Girls
Quatre Femmes – Four Women
Aider les Autres – Help Others
Bonne Force – Good Strength
Long term client and collaborator, Gelateria Naia, has extended their gelato and sorbetto into a new format – the 14oz small tub. On this project, their signature orange was used as a background for the color-coding used on each flavor. Presented mostly in a top down freezer in grab-and-go areas, having a strong color presence on the lid was integral.
A major update / minor evolution to this brand was shifting their name on the packaging from Bar Gelato by Naia (also their namesake and inaugural product) to just Naia. Originally Bar Gelato made sense because it was their only product. However with the addition of sorbetto to the line-up, food regulations and approval got trickier with how the brand name only accurately described part of their product line. With this most recent packaging, Naia takes the lead as the brand name, and sorbetto and gelato can be used as the product identifier. Hierarchy on packages is critical for both the consumer, stocker, and fulfilling legal requirements. Pistachio is shown here because it’s my favorite flavor.
From a production standpoint, the cup was designed to be a standard issue brand orange with universal information, with a white scalloped template area into which a circular sticker could be placed to differentiate flavor. This type of design works well for product lines where it is hard to predict exact quantities of specific flavors, where flexibility in quantity/distribution of flavors is key, and when very small runs of speciality flavors are common. Naia often produces seasonal or specialty flavors, always experimenting with local producers to find nuanced and specific flavors. The rim of the cup was also a universally produced element, while the top of the lid was custom to each flavor.
A series of icons associated with each flavor has been used across many of Naia’s products, so they were employed again to provide a subtle indicator of the simple and pure ingredients. The custom lettered blocky font previously used in the logotype is now the headliner, providing some visual crossover recognition, as consumers were used to seeing BAR GELATO large and in charge on the previous packaging. And now, for a National Geographic-esque photo of a herd of gelato/sorbetto migrating across the icy plains of your nearest Whole Foods freezer case.
After the first round of brand lettering done in 2016 went over well and was used extensively, Tofurky requested another batch of phrases to be illustrated to build out their brand assets even further. While a variety of lettering styles is represented, two main goals of this series was to have some consistent details throughout and have each phrase take up about the same proportion of space so they were easy to use in groups or in similar areas of packaging, POS, and other areas of branding.
Over the years I have done many projects and non-projects with my intrepid foodie friend, Jen Stevenson. From her first guidebook and blog, to watching her become an award winning author for The Picnic and The Campout, we have eaten our way through a decade of friendship.
On the side, Jen churns out young adult literature and publishes them as e-books – the latest being Born to Bake, a story about a teen who enters a baking competition to earn money to go to culinary school in France. To add another book collaboration under our belts, I created the cover for it. Bake it ’til you make it!