Some Favorite Clients
My career started in print design, but quickly moved into web design as the technology emerged, working with several clients in the fashion and entertainment industries, before moving into a wider variety of verticals. Working for Ralph Lauren for several years and earning Webby recognition for one of the best fashion sites of the year, while taking on side projects for Cadillac, Sean John, Vibe, MTV Films, and others, firmly established my foundation for branding skills as well as applying branding to a variety of platforms on an elite level. Later on, as Creative Director for Bluespark, those same skills were applied to an assortment of other industries which include such names as Princeton University, UCLA, TripAdvisor, Red Hat, Indiana University Libraries, and many more.
Branding and Identity
With diverse design experience, I can create logos and brand identity systems from scratch. I’ve built identity systems for numerous businesses, and organizations, delivering logos, print materials, digital templates, and brand style guides.
Digital Brand Extension
Many of my clients come to me with only a logo. I have extensive experience expanding that into complete web systems and branding guidelines. I define web-specific typography, color palettes, visual themes and iconography on almost all projects. I understands how to work effectively within a brand guide, building on that system while retaining the integrity and consistency of the original design.
I have extensive experience with everything from elaborating on an existing brand framework to creating a new look and feel from scratch. I focus on delivering designs that are beautiful, elegant and timeless. I stay away from trends that do not add value, providing solutions that are effective and aesthetically beautiful.
Responsive web design is an approach to web design aimed at allowing desktop webpages to be viewed in response to the size of the screen or web browser one is viewing with. In addition, it is important to understand that responsive web design tasks include offering the same support to a variety of devices for a single website. Recent work also considers the viewer proximity as part of the viewing context as an extension for responsive design. Content, design and performance are necessary across all devices to ensure usability and satisfaction.
Atomic Design is a methodology that involves breaking a website layout down into its basic components, which are then reused throughout the site. There are many benefits to using Atomic Design, such as the ability to mix and match components, simplification of style guides, easier to understand layouts, more consistent code, quicker prototyping, ease in updating, and a more modular file system.
I can expand your digital footprint and create additional value for your brand with a mobile app for your business’ products or services. Ensure that you’re offering a phenomenal experience for customers engaging with your brand on smartphones.
Every project I design is mobile responsive and meets or exceeds ADA accessibility guidelines. I focus on color contrast, white space, larger fonts with open leading and more. I don’t see mobile responsiveness and Accessibility as features. They’re not line items, but integral parts of the design that ensure your site can be viewed and consumed by all who visit it.
My workflow is generally to design in Sketch, use Photoshop for photo retouching and editing, Illustrator for more complex vectors and logo designs, Abstract for version control, and InVision for prototyping, collaboration, and packaging assets.
To get a better understanding of someone’s preference for design, one of the most common places to start is by creating a collection of different images, graphics, or examples of styles related to the project. It’s intended to evoke a particular style or concept.
Style Tiles are a design deliverable consisting of fonts, colors and interface elements that communicate the essence of a visual brand for the web. They help form a common visual language between the designers and the stakeholders and provide a catalyst for discussions around the preferences and goals of the client.
Style tiles are for when a moodboard is too vague and a comp is too literal. Style tiles establish a direct connection with actual interface elements without defining layout. They work well for clients who have established brands and need them to translate smoothly to the web.
A style guide provides a visual framework for an entire product. A style guide contains consistent design rules for typography, buttons, icons, spacing, and any other visuals. A style guide goes hand-in-hand with wireframes and prototypes as it puts a layer of design on top of whatever you are creating.
Living style guides are an important tool for web development today, especially in large, complex web applications. They help document styles and patterns, keep designers and developers in sync, and greatly help to organize and distill complex interfaces. Living style guides remain one of the best ways to communicate design standards to an organization.
Sketches are a quick, iterative design technique that offers one of the best methods for gaining design insight early. Catching major usability problems early means you won’t waste precious time, effort and money developing designs that may fail.
Wireframes outline the structure and functionality of your site. These form the foundation of the user experience and site architecture. We design wireframes for every project to convey to you and our development team how the site will work. They are typically free from graphic design features like colors, typography or actual images.
Comps are a realistic representation of what the website will look like. The final result can look exactly like the mockup, or be a variation of it after version revisions. Focus is on the look and feel including fonts, colors, imagery, iconography, etc.
Documentation is added to wires to bridge the gap between what is expected from the Definition phase and into Development. Requirements are reviewed with all the members of the project team to ensure that we’re addressing key concerns. These requirements will be refined and updated during the High Involvement Process.
A few years ago, I spent the fall and winter in Salem, Massachusettes and used my spare time designing a line of t-shirts which sold well online and primarily out of the Los Angeles and NYC areas, as well as some international distribution. The line was also well-received in the music industry, appearing in photo shoots, videos and tours for such bands as Limnus and Powerman 5000 (fronted by Rob Zombie’s brother). I’m hoping to find time in the near future to continue work on a new clothing line concept called Deep Six.
Personal Interests & Hobbies
Reading, music, art, horror movies, Mexican food, good bourbon, travel, playing guitar, writing, the ocean.