The client is a photographer who wanted various marketing flyers to advertise their work to local dance studios in addition to follow up information given to parents on where to purchase their child’s recital and posed photos. We included smaller email layouts to remind parents of purchasing deadlines.

Novel definition: new or unusual in an interesting way.

I imagined a beer company looking for a playful way to incorporate their beer flavors within a darker theme. I went with monsters found in classical fiction. Their uncanny, novel existence reflects the uniqueness of the beer flavors itself. With a background in illustration, I hand drew the portraits first then vectorized them in illustrator before selecting each monster’s color motif. Each flavor representing elements of the creatures nature and mood. I selected muted colors and handwritten font to reflect the darker flavors and handcrafted qualities of the craftsmen who make it.

Aerolite: Company that builds rocket ships. HEX: 0d1b22 (deep navy blue) Final logo selection with the rocket tilted for more dynamic feel and line work representing exhaust from take off.

Lift: Whimsical air balloon company. HEX: 073455 (deep turquoise) I chose a whale jumping to both reflect the silhouette of the balloon as well as the whimsy of an unlikely animal in the sky.

National Panda Conservation: Final logo selection is a simpler close up of a panda head, utilizing a lot of empty space for quick readability. The panda is holding a leaf attached to the ‘L’ bamboo stalk, which incorporates the logo mark into the company name better.

All backgrounds are stock images used to convey the companies mood and landing page. They’ve been treated with a fill color on low opacity to pull attention back to the logo design itself.

Craftsy’s final re-branding consisted of simple flat-lay photography with a dash of whimsy. The fonts switched from handwritten to Sans-serif Raleway with the occasional flourish of illustration (shown in valentines day ad) We began moving into Monthly subscription packages provided with instructions and supplies. During my years there I was able to work in production (photography), post production (retouching/photo manipulation) and marketing (graphic design). Some projects (as shown) I worked on from beginning to the finished result.

This brochure is designed to tell the story of Feel the Beat; a non-profit dance studio for the deaf and hard of hearing. I contacted the photographer to access and create photography of the space and classes for this brochure. I worked with the owner to freshen up the look of their marketing materials while honoring their purple brand colors and cormorant typeface.