Fine Day Press began in 2010 as a collection of wholesale letterpress greeting cards and has evolved into a line of modern wedding invitations, sold primarily in the online retail space. My role as owner has included wearing many different hats, from product and website design to online marketing.
After building the original Fine Day Press website with Wordpress in 2013, I did a complete redesign in 2017 addressing several usability issues from a user-centric experience standpoint. I conducted surveys with existing wedding invitation customers to get a sense the pain points involved in the invitation search process and understand how they found and used our site.
Based on the research, I created a site map for the new site and multiple Iterations of the website across both desktop and mobile experience. The new site launched in September 2017; overall site traffic is up 28% over previous period and bounce rate was reduced by 15%.
Grace Institute has been supporting women for more than a century, giving tuition-free job training and job placement assistance for women who are in need of a second chance. I was tasked with a complete re-design of their logo and branding materials, while retaining the use of their strongly recognizable green color.
After exploring several logo design concepts, the dynamic G logo was selected. The final mark evokes the strong connections forged within the Grace Institute, while the subtle flower shape gives an emotive feel without being overtly feminine. We added a brighter yellow-green as a secondary color to further modernize the brand's look & feel.
Clearly defined brand guidelines were provided for usage.
Charity Dynamics is an Austin-based non-profit marketing agency that provides technology solutions to a number of non-profits of all sizes. One of their signature products is a fundraising app that allows participants to track and manage their goals, on an individual and team level. This app is used by charity groups across the country, including the American Heart Association and the American Cancer Society.
Partnering with Unled, an iOS and smartphone development studio, I headed up the re-design of the app, giving it a cleaner, more modern feel while addressing various UX challenges.
One improvement is a clear countdown clock so the user can quickly visually assess how soon their event is as soon as they open the app. The old countdown clock was overly complicated and confusing.
We added gamification to the app. I designed a series of badges to engage the user and indicate fundraising goal points.
Visually, the original app feels very generic, with a dominant gray color; the new design emphasizes the charity's branding with bold use of their colors. A horizontal scrolling navigation allows for easy movement throughout the app's many functions.
Additionally, we brought in more connection, including team member pages and updates, additional messaging features to thank donors and ask for donations, and easier social media updates.
In conjuction with the mobile app, I also created tablet and facebook versions.
I designed the Estée Lauder Corporation's annual Innovation event for five consecutive years as an independent consultant. The innovation fair is a day-long conference that allows the company to display new technologies, product research and sustainability efforts. The conference is attended by executives from all of the Estee Lauder brands across the globe and is a much-anticipated gathering. For each year, I worked with the Innovations team to create a visual language for the event - including event logo, icons, signage, notebook, gift bags and Powerpoint presentations.
As Associate Director of Art & Design at Origins Natural Resources, I was responsible for design, art direction, and overseeing production on a wide variety of packaging projects. Origins has a strong heritage of environmental stewardship, and the packaging is designed to be produced in an eco-friendly manner using recycled content, soy inks and biodegradeable materials. Origins' earth-first brand values come through in the designs and color palettes, which are most often nature-inspired.
New brand identity created for photographer Cheryl Zibisky, who specializes in lifestyle, food and interiors. Cheryl is a true collaborator who loves her clients and her work with equal enthusiasm. She needed a clean, modern design that would let her beautiful photos shine. Cheryl's impressive client roster includes The James Hotels, The Surrey, The Benjamin, Southern Living, Tortuga Bay Resorts, Real Simple and Garden & Gun.
• Logo design
• Foil-stamped, edge-painted business card
• Website incorporating new identity
Arghand, an all-natural, sustainable skincare line produced in Afghanistan, was founded by Sarah Chayes, a former correspondent for National Public Radio who covered the fall of the Taliban and stayed to help rebuild the war-torn country, creating economic opportunities within the local community. Arghand came to me with a challenge to help re-brand the line for a more prestige market. In addition to the logo design, new label concepts were explored, including the selected direction inspired by Islamic calligraphy.
Battery Dan is a character with a firm foothold in the history of New York City's Tribeca neighborhood. Based on a real-life Boss Tweed era politico who was a champion of children and families, Battery Dan's is a local shop bringing organic healthy treats to the children of Tribeca today. The branding needed to have a clean typographic feel with a sense of vintage history and playful touches.
Shown at right: • Logo Design • Brand Board • Business Card • Storefront
Gayle Giacomo is the owner of the Gatsby Salon, subject of the reality show Jerseylicious, and the founder of GG Gatsby haircare line. The product line reflects her passion for serious haircare with an over-the-top bold, fun and flirty style. Design projects include accessories, website, packaging, visual concepting and promotional graphics for events and social media.
Beardwood & Co.
Beardwood & Co. is a highly creative NYC-based branding & strategy agency. I've worked with their team since 2010 to develop packaging & branding concepts for a range of clients, including Bath & Body Works and Palmolive, shown here.
Ashton Keefe Culinary Lifestyle Services specializes in boutique catering, food styling and culinary instruction. A classically trained chef with a fun, bubbly personality, Ashton encourages the principles of eating whole and celebrating life’s special moments, big and small. We worked closely together to create her identity based on her knowledgeable, yet friendly, approach to food.
BahnMulter Group, LLP
BahnMulter Group, LLP is a Manhattan-based law firm with diverse clientele. I worked with BahnMulter Group to create and build a responsive website that would meet their varied client needs. Each partner at the firm has a number of different specialties; the site needed to reflect the diversity in services while presenting a clean, modern web presence to potential clients. Additionally, the logo treatment was given a refresh, bolstering the updated brand presence.
As a longtime reader & yoga lover, I was thrilled when Yoga Journal contacted me to create the illustration for their 2012 conference t-shirt, inspired by the yoga card collection I created for Fine Day Press. This image combines a lotus flower illustration with a circular mandala. The turquoise and tangerine inks add a pop of color to the charcoal gray tees.
Truth Art Beauty
Created by two friends who bonded over a shared love of natural, holistic beauty products, Truth Art Beauty is a brand that stands for authenticity and transparency, and is committed to using the highest quality ingredients. The concept is simple: skincare, like food, should be pure and natural, without additives. Customers can select from recommended ingredient combinations or create their own custom blends. I worked with Truth Art Beauty's founders to create the brand logo, packaging and website design for this unique skincare brand.