EVOLVE OR PERISH

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DESIGN IS A CURRENT. IT IS THE FORCE THAT PUSHES YOU FORWARD.

You have to believe in the current, and that it will take you places. For that to happen, you have to love it.

TAKING ORGANIC
BACK TO ITS ROOTS

OBJECTIVE
Redefine what organic means today to the consumer. Educate the consumer to what the USDA certification means, by clearly differentiating from the confusing “Natural” and organic market.

CONCEPT
The brand idea; Purely Grown, is brought to life visually through the design idea—in the Farmhouse. Using the farmhouse setting and overall visual aesthetic to communicate the purity, the proximity to the source and the freshness of the food in a style that’s casual, real, personal and slightly rustic.

RESPONSIBILITY
Formulated the design idea, developed the design system, and managed all stages of extension.

ART DIRECTORS
Phillippe Becker, Andrew Otto, and Barkha Wadia

American Package Design Awards 2015

THE MODERN DAY
GENERAL STORE

OBJECTIVE
Inspires the home chef with quality cooking tools and accessories that give them a sense of confidence and make them feel like a better cook.

CONCEPT
The brand embodies an expert POV, bringing authority and expertise to a category where quality is deeply important to the consumers. The visual style relies on strong contrast and a bold, ownable color system that is recognizable across a wide range of products and retail shelves. The graphic language is professional yet crafted, giving it an air of approachability.

RESPONSIBILITY
Formulated the design idea, created the identity and developed the design system.

ART DIRECTORS
Phillippe Becker and Jay Cabalquinto

DESIGN MUST REFLECT THE SUBJECT

OBJECTIVE
Design an anthology compilation of a popular music artist. The design should directly reflects their image, music genre and personality.

CONCEPT
Hip Hop artist’s instruments are their words play out through the lyrics they rap. The concept was selected to visually portrait the lyrics as a graphic element. Further connecting the artist personality by using bold and experimental type to create an iconic look.

DESIGN SHOULD ELEVATE THE PRODUCT

OBJECTIVE
Design a product launch brochure for a hybrid vehicle. Create awareness and spark interest in the target market.

CONCEPT
The CR-Z is the first of it’s kind to give the driver choices in how they drive; sport, eco, or hybrid. The juxtaposition of two uniquely distinctive typeface, and the high-style fashion look in contrast with an automobile delivers the concept of duality and choices. Furthermore the fashion inspired look also help elevates the car and its brand image perception.

DO WHAT YOU LOVE AND LOVE WHAT YOU DO

OBJECTIVE
Develop a promotional set for the company and the product line. The design should embrace the current brand, while explore the potential for the company.

CONCEPT
Present the world from a child’s eyes, let their mind explore and unleash the power of the imagination. To remind the parents the power of the kids mind, as they are developing and shaping the world around them. Also letting the kids know that they have the power to create anything they wish. Aiming to bring back that blissful innocent time where imagination rules, and not the television.

A DESIGNER WITHOUT A CONCEPT IS ONLY A DECORATOR

OBJECTIVE

Create a comprehensive type promo and specimen book to showcase a typeface. The topic should have a direct corolation to the typeface’s characteristic.

CONCEPT
Kievit is a typeface with a characteristic of high readability in small size. To create a direct link by comparing the readability of Kievit with micro-expression; a science in which small detail means a great deal. In addition to build on the theme of intelligence agency and law enforcement use of microexpression to showcase the versatility nature of the typeface.

INSPIRATION IS OUT THERE WE JUST HAVE TO LOOK

OBJECTIVE
Evolve the brand image while retaining important heritage of the winery. Create a brand distinction against the competitive market.

CONCEPT
Drawing inspiration from a visit to the winery, the concept was to bring the vine growth on the chateau facade to the bottle. The organic and free flowing flourish treatment speaks of the beauty and elegant that can be seen on the winery’s ground. The integrated word mark helps to create a stronger brand recognition with the target market.

Featured on Packagingoftheworld.com

SPIRIT IS AN IMAGE DRIVEN CATEGORY

OBJECTIVE

Create an evolutionary design while retaining important aspect of the current brand. Introduce a revolutionary design to push the brand further.

CONCEPT
Evolve the current image to emphasize the brand by refocusing on elements with a stronger brand equity; the classic tall bottle with slender neck and typographic treatment. Create a stronger brand distinction against the competitive market, while retaining the classic design. Revolutionize the design by introducing a unique bottle shape and a modern closure. Using bold visual elements and typography to emphasize the modern design.

Featured on Packagingoftheworld.com

TYPE IS A POWERFUL FORCE OF DESIGN

OBJECTIVE

Strengthen the brand through exploiting its brand equity, and create a successful market expansion by developing the brand image through packaging.

CONCEPT
The Northface is well known for its reputation of high performance gear and innovative products. Each product is extensively tested in the world most rugged and extreme proven ground; the highest peaks by professional athletes. The concept is to emphasize the USP through smart copywriting. While using strong and bold typography to further illustrate the concept.

Featured on PackagingoftheWorld.com

DESIGN SHOULD BE FUNCTIONAL & WITH PURPOSE

OBJECTIVE
Create a retail store brand, along with house brand and supporting private brand product lines. The store and it’s product should revolve around a central concept with specific target market.

CONCEPT
Addit is geared toward the new geek generation. To be a geek nowaday is not a negative connotation, it is embraced as a lifestyle. These individual are a smart, sophisticated and forward-thinkers. The house brand aims to support that lifestyle with everyday living essentials. While our private brand catered toward a more specific essentials; toddler, gamer and tech gears.

BE INSPIRED BE PRESENT COLOR IS LIFE LIVE IT

OBJECTIVE
Rebrand a Fortune 500 company. The new brand should speaks of the company current image, potential and it’s future.

CONCEPT
Sherwin Williams is a pioneer in many aspect of the paint industry. While the current logo does not reflect that image. The concept was to steer away from toxic paint covering the earth. Using bright color and dynamic line stroke, the new brand associate the company with the color of nature and vibrancy of life.

THE BEGINNING IS CRUCIAL TO ANY PROJECT

OBJECTIVE
Design a comprehensive branding system for a major city. The brand should be representational of the city and compelling to it’s citizen while attracting tourist as a popular destination.

CONCEPT
Approaching the project, much of the work starts at the concept stage. Sketches were made for a list of 7 different ideals that best represents the city. The final concept includes elements pulled from each initial ideals to show the essence of Paris. Through the use of color, shape and typography the final concept sums up what Paris represent.

ALL WORK AND NO PLAY MAKES CRANKY DESIGN

OBJECTIVE
Develop a rebranding strategy that is concept driven and emphasize the company’s USP. The new brand should retain its existing equity.

CONCEPT
Lego evokes the power of the imagination and creativity within children and adults. The new brand represent the power of the company and it’s product. By using the shape of the block itself to show the thought process of a creative mind. The current brand equity is kept by retaining the bright primary color palette and the outlined type.

A LOGO IS WORTH A THOUSAND WORDS

OBJECTIVE
Identity is an overall encompassing dispcipline of graphic design. It is the most challenging and favorite of mine to design.

WORK IS NO LONGER WORK ONCE IT IS YOUR PASSION

OBJECTIVE
My playful typographic exploration during my free time.