I lead the rebranding of Chevy’s Fresh Mex from logo to website to posters perched above the urinals. We systematically removed every glossy photo of chimichangas and cheese ball “mexi-inspired type” and replaced it with vintage wood type and illustrations reinterpreting “fresh”. It brought them from typical, corporate chain restaurant to the border cantina they wanted to be.
I’ve lead design/art direction of the brand and advertising for the A’s past 6 seasons. Over that time, we’ve reinvented the look and feel of Green Collar Baseball 3 times. The team’s record and attendance has come a long way in 6 seasons and I think the work I’ve done with them is the sole reason why (2015 season doesn’t count).
R&D is a burgeoning furniture and product partnership. I created the brand and all the illustration seen here. Using simple shapes and a distinct color palette to represent products rooted in pure and simple woodworking with a modern slant, the brand’s visual identity matches its products.
A mobile stage carved out of a vintage trailer is BandWagon. This brand needed to embody a mixture of music and mobility – with a rock n' roll kind of attitude. I concepted and designed the entire brand from logo and merch to the giant phonograph sticking out of the top of the BandWagon itself. The brand embodies music on the road using typographic statements over photo illustrations that merge the open road and the musicians it carries.
I lead the rebranding and advertising for Lyve, a photo app and hard drive that lets you see all your photos on any of your devices without taking up any space. We took a direction most photo-based brands don’t take by using illustration as our hero visuals. This allowed us to capture the emotion and connection people have with their photos in a more fun and surprising way, as opposed to using a bunch of photos of other people you can’t really relate to. I think it worked.
This is a really great museum tucked into the cliffs of Bolinas, California that exhibits work you wouldn’t think it would. I assumed it’s walls would be filled with Pacific Ocean inspired landscape paintings, but instead it is an eclectic mix of historic, local pieces and international modern art. We pushed the brand to a cleaner and more modern place. This helped better communicate its true offerings and gave them the freedom to expand the artwork they show and not clash with the museum’s brand around it.
These guys serve up food with gusto and the brand needed to stack up. I kept a clean esthetic with touches of whimsy and fun across the board to give Craftwork a personality that matched its purveyors. Delicious.
I led the branding and design for this biodegradable trash bag company. The goal here was to stick out in the trash bag aisle by sitting back. We also tried to avoid the “green” design pitfalls and create a brand that feels green, but does it in a surprising way – that’s why the logo has a tree growing out of a guy’s head and not just a tree. To create the design elements, I scoured architectural salvage yards around the Bay Area for materials, loaded up a truck and photographed each piece individually to create a flexible library of assets we used to build the brand.
When you mention "giant healthcare insurer” most creatives run for the hills. I tried, but then got lucky when Blue Shield let us do some really fun work across the board. Awesome example of great clients equaling great work.
AE is an Oakland-based headphone maker that crafts amazing sounding cans draped in real walnut. I was lucky enough to work with this great, local crew to create the identity, brand, collateral and website for their launch. These headphones are a beautiful example of form meeting function and I the brand had to follow that sentiment.
Kevin is an amazing photographer and now an amazing friend. I’ve worked with Kevin for years, starting with his logo and brand (everyone always mispronounced his name, so I tried to fix that with his logo) and then promotional materials, website, etc. It’s fun working on a brand that is built on gorgeous imagery. You also never have to find a good photographer.
Worked on a few fun projects for Levi’s, including a campaign where they partnered with Goodwill and asked people to donate their jeans, so we die cut the jeans right out of the campaign to get the ball rolling. Also, some packaging work where I left the photos of the denim there.
I worked on the branding and everything else for Tom Colicchio's entry into the sandwich game. I designed everything from in-store signage and menus to advertising and employee uniforms. Keeping it clean and bright, trying to keep a fresh, approachable and witty personality across the board. I worked for sandwiches (and money).
I designed this poster invitation for the San Francisco Film Society’s annual award and fundraising event. This particular year, it was held at Bimbo’s in North Beach with a Supper Club theme. We wanted to do something special that wasn’t expected, so we made up a film called "Night at the Supper Club" and its poster doubled as the invite that was sent to all of the guests. In doing so, we merged film society, invitation and supper club into one neatly rolled up and tubed package.
I helped lead the branding and advertising for Slingbox, which was the first piece of tech that let you watch your TV on your mobile device. Explaining this new paradigm to people without their brains exploding took a special touch. I created illustrated guides that lived in every Best Buy, all of the packaging and a bunch of advertising work, some of which is seen here.
Viator helps steer travelers in the right direction by teaming them up with vetted tour operators across the world. To help solidify the idea that Viator helps you travel like an insider, I created a wayfinding system used across the Viator brand and advertising. It functioned as any signage system should by clearly communicating the message. The system was used across their entire brand including their web site and in print, video, flash and even lenticular double decker buses and water taxis in New York City.
Jawbone is a hip brand, not necessarily a funny brand. I had the opportunity to work with them when they were trying to show a bit of their lighter side. Working on a website featuring a bluetoothed Abe Lincoln and a imaginary Jawbone Development Lab filled with hipsters and jet packs to name a few.
Glyde helps you sell your phone and get a nice chunk of change for it. I concepted and illustrated this outdoor campaign that ran in San Francisco to let people know they’d be silly to not check out Glyde. It worked, their web traffic spiked by 60%.
It’s always fun to work on the brand for the place you work. I’ve had the opportunity to completely refresh the brand at Hub and see it integrated into all of our collateral, presentations, website, etc.
I’ve had the pleasure of leading the creative for Nimble Storage since 2013. In that time, we’ve had some fun with data storage (as if data storage alone wasn’t fun enough on its own). We’ve created senior citizen server racks and run locomotives, motorcycles and fork lifts through the data center amongst other things. I have a new found respect for where our data is stored and how.
Logos are one of the most challenging and rewarding pieces of design in my estimation. Distilling an entire brand into a single mark is a true test of the idea in its purest form. Here are a selection of the logos I’ve designed over the years.
I’ve worked on a bunch of television and video that didn’t quite fit anywhere else on this site, so it now lives here together.