Concept & Design

A Swiss psychologist named Carl Jung came up with a set of common personality archetypes in the 1940s that represented model traits among different people. These traits play a role in affecting our behavior on a subconscious level which in turn lead to specific desires, patterns and motivations. In Jung’s theories of the collective unconscious, these archetype roles include Maiden, Self, Trickster, Anima, Animus, Shadow, Father, Mother, Child, Wise Old Man, Hero, and Persona.

From Carl Jung’s original archetype set, 12 brand archetypes were developed to establish an innately understood and universally recognizable character type that the role of a business brand can embody. Here are visual representations highlighting a famous alcohol brand that falls into each archetype.

Branding & Design

I was approach by the owner of Rosewood Bourbon to get him 10,000 Instagram followers to match his 10,000 Facebook followers. With nothing but a bottle label and a newspaper clipping to go on, I asked him what the Rosewood brand stood for. Jack Daniel’s has the bad boy image, WhistlePig is more tongue-in-cheek and Crown Royal has a regal persona.

I said:

“Before I can create Instagram posts, we need to determine what the Rosewood brand is all about, what you want to say and how you want to say it.”

So we jumped into a brand strategy and landed on a world that embraces hand-crafted sophistication. We positioned the brand as the flashy, bold and a bit boozy after party held in the barn loft out back by the famed enigmatic 1920s literary figure Jay Gatsby.

Based solely on a bottle label that was made in the 1930s, a design system was created encompassing an array of brand assets and graphic elements to be mixed and matched for any application, including those Instagram posts!

Branding & Design

Pivotal Digital is a digital marketing company that specializes in helping law firms maintain an active online presence. They needed a brand refresh that would be instep with their professional clientele while still delivering a cutting edge feeling that embodies the digital space they live in.

Branding & Design

Crane Risk Logic has been collecting data about crane incidents for the past 40 years and they are creating a network for crane companies to use that data to save lives. They seek to challenge the status quo in crane safety and accident cost mitigation through smart technology, data sharing and professional risk management resources.

CRL wanted to market their data infrastructure and mobile application to crane companies nationwide and they needed an integrated campaign to make that happen. Prior to helping build that campaign, I worked with their team to create a brand that would speak to steadiness and strength with a nod to the blue collar nature of their customers. I used a wide typeface to help depict stability and an angular logomark to add an industrial quality.

Branding & Design

Advisor Cannabis Care needed a way to gain more visibility in the market and position their simple, 3 step service as the region’s go-to provider. Customers come to them to solve 2 problems: One, counsel them on cannabis pain relief options and two, take them through the steps required to get certified for a medical cannabis card.

Since guiding customers to pain relief and certification was their purpose, it seemed logical to incorporate a compass into their logomark.

I created lead generators in the form of brochures and infographics to help educate customers about medical cannabis and pain relief. These will help capture email leads for helpful correspondence and position Advisor Cannabis Care as the authority when customers are ready to buy.

Branding & Design

Crane Risk Logic has been collecting data about crane incidents for the past 40 years and they are creating a network for crane companies to use that data to save lives. They seek to challenge the status quo in crane safety and accident cost mitigation through smart technology, data sharing and professional risk management resources.

CRL wanted to market their data infrastructure and mobile application to crane companies nationwide and they needed an integrated campaign to make that happen. Prior to helping build that campaign, I worked with their team to create a brand that would speak to steadiness and strength with a nod to the blue collar nature of their customers. I used a wide typeface to help depict stability and an angular logomark to add an industrial quality.

Concept, Copywriting & Design

When CallTrackingMetrics embarked on updating their core values, they wanted a fun and engaging way to get them communicated within their company walls. They also wanted memorable visuals so they would be easy to recall by everyone in the company.

I embarked on an exploratory creative process were I joined familiar sayings, pop culture references and amusing turns of phrase with engaging graphics to help reinforce their four new values. I worked on creating three different groupings that could each live as one unit of posters or framed art. From there I broke the graphics out and placed them on different pieces of collateral to adorn desks, cabinets, notebooks and laptop covers.

Now when employees need to call up what CTM stands for they can think of Freddie Mercury to remember how they’re champions of innovation, a VW microbus to recall their commitment to community, a superhero to power their purposeful work ethic or a smiley face to remind them how to treat their customers.

Branding & Design

Grid & Wire is the professional service company that I operate under. It promotes my work in the branding and marketing spaces and promotes a SaaS product called LeadWire that is an all-in-one digital marketing management platform.

Branding & Design

Motoclean Car Detailing is a concept brand that homes in on the fresh and clean expression radiating from the shock royal-blue and stark-white color combo, and runs at it—full speed! The logomark depicts both their mobile convenience and spotless purity like a refreshing raindrop that cleans and revitalizes a car’s surface for those busy folks on the go. The branding tries to capture their dedication to delivering exceptional services with professionalism, reliability, and an unwavering attention to cleanliness and detail.

Branding & Design

Just before the pandemic, CallTrackingMetrics was planning a live event to bring together industry leaders to talk about call tracking and marketing. Unfortunately, all plans were scrapped once live events were shut down in 2020. But, the initiative yielded some interesting brand elements and designs.

Branding & UI/UX Design

CheerKeeper is a mobile app that was developed by my wife and me to help better organize performance schedules for our daughter’s cheerleading competitions. At the typical cheer meet, participants and family members download, print out and highlight a program to know where and when each team is to perform. Doing this week after week became cumbersome, confusing and time-consuming. We knew there had to be a better way, so we created CheerKeeper.

With CheerKeeper, you can find competitions before game day by location, date, brand and program and then save details and schedules to your personal events list. You can also identify performance times by level, division or program and quickly scan the details. To keep on top of things during the meet, it allows you to set trigger notifications for select performances and set the times you want to be notified. Crowd-sourced updates will modify the schedule if performances are scratched or times are changed.

For the CheerKeeper brand, I built out a vibe that speaks to the high energy, confident world of competitive cheerleading. It maintains a sense of precision that is innate within a champion cheer performance and organization that is central to the CheerKeeper app’s appeal.

Branding & Design

In a world where every other custom cookie company is steeped in pastels and whimsy, Say Delicious wanted to stand out as the bakery with an edge. With a physical storefront on the horizon, they needed an identity system that could work across diverse mediums: business cards, lapel pins, aprons, watermarks, ingredient labels, plastic cups, an e-commerce website and a host of other placements that can dot a click and mortar landscape.

With the must haves being the incorporation of an octopus character and the use of a steampunk aesthetic, I created a few identifiable marks that could be mixed and matched subject to context.

This allowed Say Delicious to put a full name version with flourishes and a mascot on their storefront sign or a tiny “SAYd” word mark in tighter settings. They also needed a website to sell and ship their product so a Shopify site was created and themed to match the new look and feel.

Say Delicious has grown from baking in a cramped single oven home kitchen to the build out of a stylized storefront with full commercial ovens. And their online store allows them to quickly spin up seasonal products to sell and ship across the US.

Design

A handful of recent logos created for clients both real and imaginary.