UniBank is a central Massachusetts bank with 13 branch locations. With an already-established identity, the messaging needs range from local advertising campaigns to print collateral including posters, brochures and large billboard-sized banner ads. Whatever the tactic, the prevailing attitude is “local” and “connected.”

My Role: The chief role of art director for UniBank projects is expanded by the need for copy writing. A creative brief is usually a jumping off point for both the messaging and the form it will take. “Squirrel it away. We can help.” and “Change is good.” for a seasonal train platform ad, “You be you. You bank you.” for local small business publication campaign. “Next Level customer experience” for a technology and security transition campaign.

Imagin is building support for its innovative blue-light imaging cystoscopic technology. Meet Imagin was a virtual event, a vital opportunity to bring investors together with medical professionals. Design strategies for this endeavor included an event logo and presentation assets. Concurrent with Meet Imagin was the opportunity to upgrade the online presence, streamlining the site’s navigation, integrating video assets, and generally creating a more professional venue for information. Website developed in Wordpress.

My Role: Event logo and visual system, Powerpoint presentations, website design upgrades.

Springwell is a non-profit organization that coordinates and manages care for aging individuals with differing abilities. Dignity and self-determination are the bottom line, for the aging as well as for those who are the caregivers. Our creative direction needed to emphasize a feeling of trust and respect. Existing (and excellent!) portraits of residents would serve to support that goal. A bright and energetic color pallette creates an optimistic tone while short script style typography rounds out the design.

Portland Design Team’s new online presence needed to leverage their outstanding photographic assets and emphasize their most valuable and incredible asset: the people that make PDT Architects who they are. They also hoped to refresh their logo with something that would reflect an elegance and a simplicity that is inherent in their work.

My Role: Soup to nuts as they say. Engaged as the main creative in the process, my job was to orchestrate a smooth transition to a new identity and new website. Rolling out the new identity to all corners of the studio is ongoing.

As a lean, father-son team, Greenway needed to separate itself from other “spray trucks” in the industry, while at the same time defining itself as something other than a maintenance crew. This new identity would help to re-enforce their mission of diagnosing lawn, shrub and tree problems and applying corrective measures while educating the home or business owner.

My role: Having met the “captain” of the crew, I knew that we had the opportunity to generate both a friendly and professional persona. I encouraged the tagline “Lawn, Shrub & Tree Health” to immediately separate them from their competitors and to avoid the ever-present “lawn care” crowd. I also contributed to much of the headline copy in the website, bringing levity to what could otherwise be a bullet-point laden list of services.

For Get2It the visual identity needed to reflect the principles of their app development platform: powerful technology that the average person can appreciate and understand. The overarching value espoused by Get2It is getting your app-based solution to market quickly. For the logo the answer was an approachable typeface front and center. For the website, rich and layered animated graphics introduce the user to each vertical segment of the market. Developed in Wordpress.

My Role: From initial creative brief to live site and logo assets.

A logo is the identifying symbol of your organization. It should unify your group and reflect your mission. The design strategies (photographic style, voice, color pallettes, etc.) that are developed alongside the logo are equally important in establishing a visual language, the expression of your brand. 

My role: Concept through digital asset delivery and/or implementation.

Connections is Mass Audubon’s member newsletter delivered four times a year. The 8.5 x 11in, 16-page periodical reports on significant conservation activities in the Bay State. It includes program schedules, legislative updates, volunteer information and events, and a seasonal feature for kids. 

My role: A redesign of the existing newsletter was the initial focus of my responsibility. The Mass Audubon team wanted to update the cover as well as revisit the readability of typography throughout. Each issue presented editorial content that leant itself to interesting and creative page design. The newsletter design remained a fun and consistent program for 9 years before the organization decided to bring it in-house.

The “pitchbook” is a tool of the salesforce, showcasing the press capabilities in a hands-on sample format. For the Imagepress C700/C800, the concept of “How to C” was developed to encapsulate the idea of looking at the pages and discerning the details that the content referenced, while at the same time drawing a parallel to the user-friendly nature of the press. Wiro-bound in calendar style, the piece lays flat for ease of presentation.

My role: Concept development through production also including development of “How to C” campaign and identity. Designed to illicit conversation and residual impact, the demand for these pitchbooks from the sales team was overwhelmingly positive. 

HTML5 and media convergence were the hot topics for the World Wide Web Consortium in 2012 at the Mobile World Congress in Barcelona. W3C’s dual objective was to educate and drive membership in the consortium. As a member, the value of being involved in the latest developments, i.e. “the transformation,” in coding and web standards can be a great asset to your business.

My role: Concept development through production of all pieces of the campaign. As well as celebrating interest in the idea of media convergence across devices, the MWC presence was successful in generating great interest in membership.

Alight Solutions is the internal design team for Aon-Hewitt, the international Human Resources outsourcing corporation. The primary job of the design studio is to develop successful employee-facing solutions for their clients. Health and wealth management can be a complex and confusing process, materials generated by the studio needed to be cross-cultural and clearly understood. Facets of the individual campaigns may include printed elements such as newsletters, guides, announcements, reminders, or digital counterparts including landing pages, emails, and banner ads. The programs that clients contract into are organized in a tiered structure. Many clients would be utilizing a series of templates in their campaigns, the lowest tier. The uppermost tier would require a customized concept and approach sometimes including a name and logo. In other instances where the clients visual identity is critical, the studio would adhere to the established system.

My role: Working closely with the Creative Director, Account Managers and clients, my responsibilities for each client would be defined and I would work independently to successfully execute the tactics. In the examples below, HPE is a client with a brand new visual identity which I needed to utilize. Hilton had loose guidelines. Plexus and JPMorgan Chase looked to me to develop a look and feel, a customized approach, to the material. Walgreens was an enormous project developed by the Creative Director and which I assisted to completion.

SubCom installs cables on the ocean floor, essentially connecting continents with each other. The “viewbook” is an overview of the services, processes, and legacy of the company. Designed in a smaller form factor than the typical 8.5 x 11in corporate brochure, the 8.25 x 5.75in, 60-page booklet creates a more intimate presentation for the reader. On-location photography by Bill Gallery and Brian Smith drive the visual storytelling. Corporate typeface Gotham created the necessary clarity on the colorful and undulating pages.

My role: If you have ever designed and produced a 60 page book in one week, you know that it can be a daunting task. But that was exactly my challenge with this viewbook, and I delivered on time. Of course this was a tribute to, and an example of, the importance of working as a team — each piece coming together efficiently. Some of the elements developed for the book were later leveraged for corporate video production and trade show graphics.

Joseph Webster is a fine art glass craftsman in Biddeford, Maine. For his first operating studio launch he needed both a visual identity and an easily updatable web presence. The wordmark that we crafted speaks directly to the nature of the glass blowing process, a meticulous choreography of heating and cooling. Focusing on the distinct “W” letterform of the Raleway typeface and creating the illusion of a smooth, reflective surface, a clean mark allows the elegant artwork a vibrant contrast. For the website, previous online navigation needed to be greatly simplified and organized. The choice of Squarespace as platform ensured the client’s ability to update in the future.

My Role: Initial creative input with the client and supporting team, concept development and website build-out.

Now in it’s 8th year, the Skin Cancer Foundation’s Road to Healthy Skin Tour has proved to be a successful road tour, bringing free skin screenings to people across the country. The "skin" of the vehicle becomes a very interesting metaphor for a skin screening, as you can perceive the larger message from a distance and discover preventive measures at close range.

My role: As chief designer and art director, my challenge was to develop a memorable vehicle that people could spot from a distance. As a moving vehicle, the message needed to be clear and easy to see. For people standing in line next to the vehicle, the educational layer of the graphics is critical. 

The 8th Annual Wachusett Mountain MusicFest poster was my entry into their poster design contest. Not having gone before, I was still inspired by the blues players in the lineup. I imagined a mountainside in the late summer awash in sunlight, all manner of scents and colors, the kids running up the slopes. A minstrel seemed the appropriate character, a player in the slipstream, sliding through the crowd and coaxing the music forth. They asked me to design the 9th Annual Poster the following year, my idea was to create a retro-looking broadside, with the typography playing first fiddle.

With the Print space for Canon we were tasked with developing a vibrant presence that would support the message of “Enabling Creativity.” The audience being print service providers, our goal was to emphasize the printed sheet, and samples were designed to be printed on the floor during the show. The idea of voice of the customer, quotes from satisfied customers, also played a major role throughout the booth.

First, meet Owen, my nephew who was born with hereditary spastic paraplegia. But don’t tell him that. This Eagle Scout and downhill skiier has established a non-profit organization with an objective of instilling confidence by example. The logo development coincided with his recumbent bicycle ride from Camden, Maine to Key West, Florida — Owen’s Ride. Our creative initiative looked to frame Adaptive Sports Awareness as a positive and active adventure. The design incorporates an easily stenciled typeface, Expletus and a vibrant, primary color scheme. The wheels would represent the current Owen’s Ride event and change to highlight other current advocacy or activity.

Hewlett-Packard is well-known for its successes in the digital printing industry. These digitally printed brochures for HP were all designed from “the ground up” using the HP identity standard and their extensive image library. Futura frames everything in the perfect high tech yet approachable voice.

My role: Design for these pieces required careful and thorough image research. Pulling from the company’s image library, the correct images were vital to telling the story. Layout utilized HP’s grid system, hence would require frequent back and forth with copywriter to create the appropriate style of messaging.

Bristol-Myers Squibb required our team to design a mobile skin cancer screening event that would travel the U.S. giving free skin screenings and educate the public at National Football League training camps. The lightweight experience was designed with reconfigurable modules which allowed the event to adapt to various venues of different shapes and sizes, indoors and out. The tour identity was achieved and supported by a simple and soothing color pallette and a layering of graphic patterns derived from large halftone screening effects (fun fact: when i was a young sports fan, i remember having an oversized poster with football players in action and stylized to include large halftone dots, my inspo here). Google SketchUp allowed us to lay the model into photographs of the site for presentation and planning.