Development of master brand identity, art direction and design system. Created while under contract at Red Antler.
Logo and brand identity for Williamsburg's absinthe and oyster bar, Maison Premiere. All branding elements needed to be historically accurate to fit the bar's theme of 1890's New Orleans. The logotype was designed based on my research on 19th century absinthe advertising and packaging.
Photo by Noah Fecks
Design direction for the 2016 integrated campaign "You Should"–spanning TV, out-of-home, print and digital.
In this campaign Squarespace wanted to encourage everyone who has a passion, dream or idea to act on it and turn that dream into reality with a Squarespace website by saying "You Should".
In an attempt to inspire more people to follow their calling we featured real Squarespace customers who embody the "You Should" attitude; the creators, makers and doers who have followed their dreams and acted on their ideas.
The execution of the campaign centers around a modular design system where a series of individual units, build up to the encouragement of "You Should".
Created at Anomaly.
Living Distance is a fantasy and a mission, in which a wisdom tooth is sent to the outer space and back down to Earth again. Carried by a crystalline robotic sculpture called EBIFA, the tooth departs.
A collaboration with Xin Liu artist and engineer, whose works range from performances, apparatus, installations to scientific experiments and academic papers.
It's not every day the most iconic city in the world wakes up to a new football club. One with not just players, but with legends like Andrea Pirlo, David Villa and Frank Lampard.
But how do you tell millions of New Yorkers, with hundreds of different cultures, this is the team they should start supporting? How do you build a fanbase from scratch for a sport that's not particularly popular in the US?
By uniting them with the one thing that represents them all; their love for the city they live in. That's how #SupportYourCity was born.
As part of Grey New York’s creative team tasked to brand the One World Observatory, my direction was proposed and recommended by the agency.
My concept: the Observatory is an observation deck that floats above the city, but is also a prism that refracts and reflects the light from the cityscape and the sky. The mark is an abstract representation of this idea. The framework of the mark is the architectural footprint of the One World Trade Center building--the ocular shape at the heart of it as a nod to the Observatory’s amazing views. The color palette is pulled from the color of light that is reflected off the glass building throughout different times of the day.
Imagining the Observatory as a cultural space featuring music performances and world class art installations, I explored how the shifting refracted colors of the branding would integrate into interactive and printed deliverables-- the colors would correspond to what the quality of light reflected by the building at that time of day.
The U.S. senior population is expected to double by 2050. While we are staying healthier longer, and living longer too, we all become less able to varying degrees.
Perhaps the most stunning after effect of this is the isolation in which many of seniors live.
Meals on Wheels clients are depicted as happy, independent adults who live full lives—but much of that happiness is tied to the safety, comfort and inclusion they feel.
The program isn’t just about delivering balanced meals—it’s about coming to the door, chatting awhile, and reminding your recipients that they’re part of a greater whole.
As one client so nicely put it, “Having someone check on me assures me that I’m not forgotten.” What you’re being asked for isn’t just an hour of your time; it’s company and a fruitful exchange.
Our goal was to break through to people and drive them to donate time during their lunch breaks to not only deliver meals to seniors in need, but spend time and “do lunch” with them.
Visually, we achieved this by creating a design language that communicates vitality and immediacy.
We were honored to collaborate with renowned portrait photographer Mark Seliger to create striking monochrome portraits of real clients of Meals on Wheels America.
Created at Anomaly.
Peach is a limited–run record label focused on lush, deep sound. The art direction for each release is largely based of each unique sound palette.
Featuring Photography by Sinziana Velicescu & Alberto Hernandez
As part of Grey New York’s design group, I worked to help create a modern and sophisticated new visual language for the global travel brand.
Proposed re-brand for Street Easy. The mark represents the brand as a utility for finding the dream apartment. The location pin is the core, with complementary graphic elements to depict a compass and a human eye. The branding also included graphic abstractions of city street grids—-the shapes and style are reflected in the web design explorations.
Full brand experience for education non-profit Eureka Math at the 2015 NCTM trade show in Boston. I worked with a team of fabricators and motion designers to create two large scale replicas of the classroom featured in their brand video, complete with projection mapping. The curriculum that this project was supporting was designed by math teachers around the country to connect math to the real world. One of the leave-behinds for attendees included a custom deck of playing cards utilizing icons inspired by the Eureka Math curriculum.
“TIME” is a collection of photographic measurements. The 48 page book is an exploration of structures that are at once fluid and rigid, irreversible and meaningless.
7.75” x 10”, 48 Pages, Perfect Bound, risograph printed with Pantone Uncoated Black ink, semi- opaque color stock inserts and a half-jacket wrap. Printed, lovingly by Risolve in Pennsylvania.
Edition of 100, signed and numbered. Available for purchase here.
Design and creative direction for over thirty internationally-distributed issues of the United States' most respected electronic and experimental music magazine.
Design direction for the 2017 "Up Your Game" campaign for Bleacher Report.
Creative Directors: Mike Blanch, Omid Amidi. Senior Designer: April Pascua
Icon and logotype for Monster.com's cloud-based search and aggregation product– SeeMore. Produced at BBDO New York
6.375" x 5.25", 68 page perfect-bound book, printed one color risograph on 70lb Mohawk velum. Hand numbered. Printed lovingly by Risolve in Pennsylvania. All words and photographs by myself. Photographs shot between New York, Hong Kong, Hanoi, and Los Angeles.
Brand guidelines designed and written for AARP. I worked to strip down brand elements and construct a clean, modern and effective framework for brand communication, across the 2,100 chapters nationwide.
Proposed redesign for Givenchy Beauty. Designed while at Createthe Group. This direction was proposed and recommended to the client by the agency.
Luxury fashion label Bottega Veneta requested a concept for a branded lifestyle magazine, which would focus on style, art, music and travel - with subtle brand integration.
My proposal - digital magazine as ultimate coffee table book. Designed at Lloyd&Co
Packaging for Brooklyn trio, Lemonade's second full length album Diver. Printed on super thick matte stock, with an inner sleeve, and pressed on Coke-bottle green vinyl.
For a much more in-depth description, check out an interview I did with typography blog, Rock That Font here .
ID for an online publication called The L.I.P.- founded by Labellux, (parent company of Jimmy Choo, Belstaff and Zagliani). The acronym stands for "luxury in progress". The concept behind the mark was to trace the line of the cutting edge of culture speaking to the double meaning of "lip", as well as suggest upward mobility. Designed while at Ro&Co Studio.
Identity for Williamsburg, Brooklyn's Le Barricou, neighborhood bistro.
AskGrey was designed as a fourm for employees of Grey New York to interface with the (very sassy) HR department anonymously– often with hilarious results that left the agency buzzing. Since its launch the internal site has become an agency-wide favorite. The UX was designed to encourage employees to interact and ask anything, at any time, explore other topics, search tags, scroll endlessly, and be in on running jokes.
TURRBOTAX® was a monthly electronic music event in Brooklyn from 2009 to 2013. The event was focused on bringing fresh new sounds to a raw stripped down party setting.
Packaging for a premium teeth whitening product from Glo Science.
Poster and postcard to promote Grey New York's "Grey Presents" event at the Cannes Lions International Festival of Creativity. Grey CCO Tor Myhren in conversation with Courtney Love.
