The BBA viewbook is part of a larger system of materials that span audiences, marketing channels, and touchpoints from pre-admission through alumni relations.
The book's oversized dimensions, large photos, and double gatefold were all intended to bring the viewer closer to the school experience.
The various ways people consume information was considered in the content development and page layout. Content types include a Top 10 list, editorial sidebars, data, snippets and social cues, infographics, and personal advice and anecdotes from graduating students.
The masonry-style page design fills spreads with real-life experiences, which relate directly to the M.E.R.G.E. curriculum—a nested design system within the undergraduate and overall school design systems.
The pocket folder at the back of the book holds a system of brochures and handouts.
BBA admissions yield event pieces
4c Digital on an Indigo press with Ice Gold Curious Metallic card stock and envelopes.
Web Demolition & Remediation
Sometimes to give your client a little TLC you have to start with TNT. This site had over 100 primary navigation items, main content four levels down, static content overlap, and innumerable broken links. Full demolition was required.
The process involved taking a full inventory: finding and filling gaps in content and assets, studying audiences and use cases, and nailing down marketing objectives. The findings rolled into how the site architecture was reimagined, functionality determined, and how the design evolved.
For as vast and esoteric as FTC+H's offerings are, the simplicity and beauty of their new site architecture resonates throughout.
Dividend is a magazine that the school's content team and I create twice a year for Michigan Ross alumni. The page count has varied over time, but it tends to be 44-52 pages in length, and no two issues are alike.
Numerous custom illustrations and photos are used in each issue, and the design is held together issue-to-issue by the grid system, type styles, and the general look and feel I've established.
It's a fun project. I talk to a lot of interesting people—both story features and photographers—and there's always something new and something to be evolved.
When it comes to protecting the rights of people with ideas, these internationally acclaimed IP law partners have the hearts of lions. The challenge they faced was that they were being out-branded and out-advertised both here and abroad.
To defend their brand, they needed design and messaging to match their character.
To begin, their wordmark was simplified and the stationery system and corporate brochure were updated. In advertising, the idea of "invention" has the power to elicit a rich historical feel, so I focused on the concept of protection in an historical sense, but applied a contemporary feel to the design. The overall simplicity of the look allows them to live in both spaces at once, and future campaigns can go in a different direction without altering the basic design elements.
Haworth / RBB
To launch a product, designing well-functioning materials that fuel interest is a must. When Haworth dealer marketing materials were needed to identify and promote new products, the clean, peek-a-boo designs allowed products the space they needed to shine, while emphasizing their vibrant color options. Banner stands advertised without adding visual clutter to showrooms, and Haworth dealer web templates with environmental imagery immersed users in the vast realm of design possibilities.
Snacks for the Inner Child
The snackfood market is a high-turn-over, saturated space. For fun, I thought I'd take a look at it—particularly the subscription category.
Among it's competitors, Naturebox looked like the real innovator with its taste, value, quality, and positioning—but design failed to differentiate.
I walked the aisles of retailers and looked a competitor offerings and websites. In considering a logo redesign I looked at a number of illustrative directions. Ultimately, their logo rationale held up and, rather than choosing to redesign, I supported it with golden ratio forms, animal characters, and an energetic color palette.
I wanted to create a joyful and distinctive brand, so humorous copy accompanied each product and was written from three different character perspectives—including a serious, but "Really Nice Nutritionist" and a product MC.
Lone Star Snack Mix: We call it “Lone Star Snack Mix,” but we should have called it “You’ll Never Be Alone Star Snack Mix.”
No joke. Crack that bag, and don’t be surprised when four of your amigos show up at the door with their sleeping rolls, a mule, and a map of the Rio Grande’s lower canyons.
But go with it. Be a friend. Hit the open road, and bring your harmonicas. This mesquite-seasoned mix of golden* nuggets, almonds, cashews, and peanuts, is hardy as a cowpoke—with more chipotle kick than that mule of yours. Whoop-Ti-Ya!
(*We heard that golden flax and chia seeds were "Really Super Foods", so we wanted you to have them. What’s that? Oh... our Really Nice Nutritionist says they’re “Superfoods.”)
The Haworth Collection is a select group of high-end, Italian furniture designs that span 100 years of design innovation. Each piece has a high level of material quality, craftsmanship, and design sophistication. The same had to be true of accompanying marketing materials.
The notecards below use Cranes' highest quality letterpress sheet for its unmatched dimension, tooth, and quality. Four Polaroid transfer notebooks further commemorate the Collection with their use of form, function and hand-made quality—a collection for the design collector.
Other materials included sell sheets, a $100/per unit swatch box for interior designer use, and various promotional materials.
The creative for Saucony's sweepstakes kicked-off with the idea that the path to triumph was a journey best made with a guide—a Guide 3.
The minimal poster was established first and elements of the design were carried through the other pieces. Campaign items included a large in-store display, a small poster for employee participation, a shoe dangler, a perforated game card with unique numbers, unique landing pages for customers and employees, and a :30 spot concept.
This 800+ page Drupal site was designed in collaboration with Behavior Design and the marketing team at Michigan Ross. The process took nearly two years and involved 100+ stakeholders to assemble and review content, provide information and feedback, and determine governance.
My role in the process was lead designer, although this was truly a team design effort. I helped to establish the look/feel; plan the type, form, module, and navigation strategies; and helped populate many pages during the initial design phase before launch.
In the years following launch, the team and I have worked to refine design elements, add modules as needed, and ultimately prepare for the next evolution of design.