Chicago Field Museum Branding: Nature animal illustration design branding advertising marketing campaign logo identity design

This project is both an illustration showcase and branding concept. I created all of the illustrations, logo design, and overall branding. The group, “Artists at the Field” gather weekly to illustrate the animals and artifacts at the Chicago Field Museum. With strategic implementation, this brand concept could transform an informal group into a valuable asset and an additional attraction for museum goers. The brand has a diverse color palette that can be used throughout the brands touch points.

The logo lettering is based off of Gotham bold, it’s simplistic structure accentuates the T-rex silhouette in the “E” to reveal one of the main attractions of the Museum, Sue the T-rex. Finally, I added bold paint brush strokes behind the logo to convey the artistic aspect of the group. I illustrated all of the artwork using pencil, color pencil, and water color. The result is a bold and colorful brand that helps refresh the museum, establish a talented group of artists, and ushers a traditional industry into the modern era.

Crawford packaging rebrand design. Identity, 3D pallet display, iconography, brand guide, CPG.

Crawford was founded as a small garage organization company in the 1960’s. After years of launching one innovative product after another, they became a leader in garage storage, hooks, hangers, pegboard accessories, smart systems and specialty storage products. After forty years of growth, it was time for a significant identity evolution. We refreshed the brand by introducing a modernized identity, brand expression, sleek packaging, and a merchandising system that allowed for expanded SKUs, better communication on shelf, and a greater presence at top retail stores throughout North America. 

The objective was to create an identity that visually communicated the brand values: Strength, Modern, Innovative, and Leader. The logo combines the image of a garage and the letter “C” to produce a unique brandmark that’s simple, iconic, and most importantly - relevant to today’s market.

The foundation of the packaging design is a modern color palette of cyan and black, along with dynamic angles that frame the content to truly capture the innovative product line. The photography is sharp and bright, with pops of color. The typography is clean and echoes the brand attributes, while reinforcing the industrial look and feel. The iconography is the finishing touch that gives emphasis to the key product features.

Organic chocolate package design update: Loiza dark chocolate branding and merchandiser display

Here is an updated version of the Loiza Dark chocolate packaging design I've been working on lately. I added a few more colors and made some tweaks to the landscape illustration. Loiza Dark is an artisan chocolate made in Puerto Rico. I created the illustration on the package design based on a photo of the actual growing fields of the cacao trees. To my surprise chocolate isn't made by tiny orange people called oompa loompas. I created a custom die-line for the merchandising display case to accentuate the tree foliage. This is the only one of the many chocolate product offerings from this company that we are developing.

Crawford package design and Merchandiser II: Rebranding and Creative Direction

Crawford is the industry leader in garage storage and organization products. This aging brand needed a splash of modern style to revamp it’s identity so we redesigned their entire brand from the ground up by modernizing their logo and introducing a new exciting package design system with a sleek blue and black color scheme, a cutting edge layout and fresh photography. I created several merchandiser variations, and floor display design, along with some 3d renderings to assist the product engineers. As part of spearheading the rebranding I created the catalogs, sell sheets, pop, and mailers. This upgraded product line is distributed worldwide to outlets such as Walmart, Home Depot, and more. This logo design is used on all Crawford packaging, website, and promotions.

Rawlings Product Packaging design and Merchandiser: sporting goods graphics and floor display branding

I created this package design and floor display merchandizer art for Rawlings, the industry leader in sporting goods. The packaging design is for a sports equipment organizer product. I used a red and black color scheme to give the packaging a sleek and modern look. Along with some metallic elements to frame the products fresh colorful photography. I started this branding project by spending some time with the product, feeling the material, learning about it's features and abilities. Once I captured the inspiration I needed I proceeded with creating a few different design concepts based on my experience with the product, i felt it was very sturdy, modern, and sporty- I used this information to form the branding story of the product package design and advertisement designs. I worked alongside the Rawlings branding / marketing team to fine tune the packaging and merchandiser art- I'm very proud of the finished product.

Retail Floor Display palette design- Digital Mockup Concept Renderings

These are a few digital mock ups of floor displays to be used and major retailers. These were conceptual renderings that will be used to reference when the physical displays are created.

The Green Leefs cd package design: Illustration and Logo design- redemption cover art

 This is the final package design I created for the excellent hip hop reggae band - The Green Leefs. I created illustrations for both the cd cover and cd traycard back. I also created the brand identity for the band with an iconic logo graphic that incorporates a grunge texture and green leef plant. This was a fun art project to work on, the client gave me creative freedom to develop the illustrations and I was inspired by the music when creating the cd graphics. The music style is a hybrid of hip hop and reggae with a very natural and melodic feel, so I used natural textures and organic elements in the design.