Identity design is brand expression in it's purest form. Understanding the essence of a product or service and being asked to distill it into a concise & appropriate visual signature is a challenge no designer can resist. And engaging in this process with colleagues and clients to develop the brand positioning, marks and usage standards is what every designer loves to do.

Brand articulation requires the development of a consistent visual vocabulary that evokes the emotion critical to memorable consumer experiences. Although the media and touchpoints may change, the principles of sound branding remain the same. This gallery captures some of my favorite examples of this nuanced and rewarding form of design.

Graphic design is the critical ingredient to making a piece of media not only functional, but memorable, emotive & unique. The pixels will load. And the ink will dry. But regardless of the medium, ownable visuals are what takes the good and makes it great. Here are some examples of graphic work that I had a good time selling (and a great time creating.) 

Package design combines all the best aspects of graphic & structural design into one elegant package. The examples that follow present a variety of design styles and were chosen to highlight the versatility required to arrive at appropriate solutions across diverse market segments. 

Promotions demand careful consideration of communication priorities and a balanced design approach. The need to communicate program mechanics, coupled with a lengthy review process and multiple decision makers can present a management challenge. So when the creative team, the client(s) and the customers all come away happy, it culminates in a rewarding outcome: a successful promotion. 

As functional brand fixtures, displays are asked to accomplish many things. They teach, inform, ship and showcase. But they must also be inexpensive, durable, safe and shoppable. And all while clearly speaking the language of the brand they represent. In other words, displays present an irresistibly challenging mix of design criteria. Here are a few cases where I've stepped it up to ship it out.

Branded environments present design challenges on a grand scale. The spaces where retail activity happens must be functional, inviting, versatile and engaging. And as reactive venues for the personalized showrooming & retail theater that today's shoppers demand, they must integrate infrastructure, technology, pricing and messaging into experiences not available at home. So come in, browse and stay awhile.

Great images blend design composition with the aesthetics of art direction to create the visual expressions needed to differentiate brands. But even the simplest shot requires the collaboration of reps, photographers, producers, stylists, retouchers, designers, art directors and clients to achieve. It's been said that a good picture can replace a thousand words, but the best also speak to the skill & inspiration of the team behind them.