Portfolio
Angel's Envy Magazine Ad
Bee Hive Candles Packaging
BioBag Campaign
Bull's Rebrand
Day2 Campaign
Globe Packaging
PacSafe Campaign
Short Stories
Angel's Envy Magazine Ad
Client: Angel’s Envy Whiskey
Objective: Create a full page magazine ad to create awareness of the packaging and style of the brand and show off the corresponding look and feel.
Rationale: Showcase the distinctive bottle; highlight the history of the brand, including Kentucky roots and family tradition; contrast the jewel-tone of the whiskey and neutral logo with a dark background to emphasize the quality and exclusivity of their small-batch whiskey.
Bee Hive Candles Packaging Design
Client: Bee Hive Candles
Objective: Create new logo and update overall design for tea light candle packaging
Rationale: Establish a playful and colorful aesthetic using buttery yellows (to reference both bees and candle wax) accented with pale pinks, simple illustrated bees, and the Bee Leave font with a custom bee tittle; use honeycomb shape as a base for packaging and die-cut product window, allowing one candle per side and a structural support in the center; balance text content with illustration for increased visual interest.
"Planting the Seeds of Change" Campaign Concept
Client: BioBag
Objective: Develop a concept for a multi-media campaign to create more brand awareness
Rationale: BioBags are compostable, which directly contributes to the growth of new plants by enriching the soil; by showing BioBags as seeds themselves, the concept of “Planting the Seeds of Change” connects the dots between the choice to use BioBag and the positive results for the environment. The main visuals of the campaign are a watering can over seedlings with a cross-section showcasing that, at the roots, they are sprouting from BioBags.
- To connect with environmentally conscious consumers, the print aspect of this campaign would be featured in special interest magazines. The neon color palette stands out from the more natural and neutral tones that are typically included in these publications, which, along with the perforated tear-line, creates a unique and intriguing experience for the reader.
- For the second arm of the campaign, an Instagram reel will reach the a younger audience who enjoys social media and vibrant video content. The reel contains 4 main beats as show by the visual storyboard. The video begins with an upbeat synth-pop song that continues in the background throughout. It opens with the same illustration from the magazine with its bright color palette plus eye catching animations to draw the viewer in, such as the watering can tipping and the sprouts growing. The next beat features a circular illustration featuring the stages of composting with a short explanation below; each quadrant of the image glows in a clockwise circle. The third beat opens with illustrations of trees and their roots, with text fading up and, later sliding in, with the benefits of composting. The final beat focuses on “The BioBag Difference” and fades in real photos of a BioBag at different stages of the composting process, with each appearing in sequence. Text in the center space between images highlights the benefit of BioBag. A lower right corner button encourages viewers to visit the BioBag website.
Bull's Rebranding Project
Client: Bull’s Snack Sticks
Objective: Develop two distinct branding concepts for Bull’s; create a more high-quality aesthetic; better appeal to demographic targets. Include logo, snack stick label, and PDQ packaging
Rationale:
- Rebrand #1: A day at the county fair, evoking wooden signs, cattle brands, and bold banners. Ribbons and banners add context while the bright backgrounds of clouds and grass showcase an idealized vision of the fairgrounds. The bold title in with serifs builds on the idea of cattle brands while the strong sans serif supporting text imitates clear, hand-painted signage.
- Rebrand #2: Hand-sketched bull’s head, using colors and font pairings that are reminiscent of a premium steak house. A glossy blue color palette on a matte black substrate enhances the luxuriousness of the experience. Elegant and bold typography combine to create legible and powerful counterpoints to the more delicate nature of the logo.
"Better on Day 2" Campaign Concept
Client: Day2
Objective: Create greater awareness of the brand’s dry wash sprays for clothes and highlight the products benefits via a multi-channel campaign
Rationale: Research led to the brand’s core values: feeling good about yourself, saving time, and building self-confidence. Their key demographics skew toward college students, young professionals, and people on the go, all of whom can benefit from the time-saving qualities of Day2 and often need to have their clothing presentable at a moment’s notice. The print aspect of this campaign is designed to be displayed in high-traffic areas in cities for people who don’t have in-unit laundry, as well as around college campuses for students just starting to live on their own. Each poster in this series features a animated style that is as soft as a pair of worn-on jeans.
- Evergreen Poster: This arm of the campaign features a young man looking in the bathroom mirror, admiring a new haircut after he has styled it. Laid over his mirror image is the tagline “some things are just better on Day2.” His denim-heavy outfit is a nod to the Day2 denim wash spray and the blue and cranberry color combination is inspired by the Day2 bottles themselves.
- Seasonal Poster: The big turkey meal of Thanksgiving regularly generates leftovers, which can be used in creations such as “the moist-maker” sandwich popularized by the sitcom Friends, and inspiring holiday sandwiches like the one shown in sandwich shops and cafes across the country. This sandwich sits on a table that still has leftover festive decorations: brightly colored leaves scattered at the bottom of the poster.
- Online Radio Spot: The online radio ad spot of this campaign was inspired by the listening habits of the younger generation, who are generally less likely to listen to traditional radio–particularly if they don’t have or need a car in their daily routine. The ad spot will run for 30 seconds. The proposed speaker is 18-30 years old, any gender, with an upbeat and chipper voice to mirror the target demographic. The spot is introduced with instrumental music that is cheerful and up-tempo, with that music fading into the background as the speaker begins to talk and then fading back up to close out the spot. The script itself focuses on drawing parallels between clothing and non-clothing items that are improved on their second day:
Globe Packaging
Client: Globe
Objective: Redesign packaging for Globe’s Duo Bright Light Bulbs to stand out from the competition, highlight brand benefits, and legibly display a large amount of text
Rationale: The shape of a light bulb serves as inspiration for a whimsical hot air balloon design with the three different spectrums the lightbulb offers guiding the bold color choices. Repeated hot air balloons in a pastel and cloudy sky reinforce the color spectrum control on each panel and the playful design differentiates the brand.
"Safe to Dance" Campaign Concept
Client: PacSafe
Objective: Increase brand awareness for key demographics across multiple media channels
Rationale: Knowing that you’re carrying top of the line anti-theft technology changes the way you’re able to travel, both in your hometown and abroad. This brought to mind the phrase “dance like nobody’s watching” and the song “Safety Dance” by Men Without Hats, a song that’s very upbeat and speaks to this same sense of freedom and security. Modifying the lyrics a bit from “We can dance if we want to” to “Safe to dance if you want to” more precisely targets the song to express the values and benefits of carrying PacSafe gear. Key demographics include travelers and people who live in busy areas who might be affected by pickpocketing. The print aspect of this campaign will be displayed at high-traffic bus stops. Realistic photography of models with PacSafe gear show off the products and help the audience connect with the joyful protagonists.
- The first poster centers on a woman carrying a Convertible Backpack, happily dancing down the street, more focused on where she’s stepping than the man reaching for her bag. But she doesn’t need to worry because a blue force field is protecting her bag from being taken. The tagline “Safe to dance if you want to” is written in bright white and an all-caps block-font similar to the ones used on the PacSafe website. It borders the column on the far left, just above our thief, leading the eye through the text and back through the figures.
- The second poster is focused on a man, clearly wearing headphones and a backpack and with his eyes closed as he dances down the sidewalk. A man on his right is falling backwards, being repelled by the blue force field that encompasses the man’s backpack.
Short Stories
Written for Advanced Fiction Writing course at the University of Notre Dame
- “The Eagle and the Whale” is a modern-day Indiana fairytale which adopts the language used in traditional folktales. It is directly inspired by the story of the same name in Eskimo Folk-Tales by Knud Rasmussen in 1921.
- “Don’t Talk to Me Until I’ve Had My Coffee” focuses on a more corporate-minded protagonist on an early morning journey who is thrown out of her element on her first visit to a small midwestern town.