Momona is a ramen noodle and bao restaurant with a distinctly Hawaiian point of view. The name Momona translates to fat or chubby, but has a positive connotation in Hawaii as opposed to here in the mainland. It's often associated with being healthy, happy, and full. The restaurant needed an identity that reflected the warm and comforting ideas behind their food. A logotype was created that resembles the the shape of a single one of their ramen noodles which isn't afraid to be a little curvy.
Brand extension took these positive vibes and references some of the eccentricities of Japanese culture which makes up a significant portion of their culinary influence. That manifests itself in the use of Japanese style emoticons which are different from their Western counterparts. Being more jovial and expressive in nature, these emoticons are used to convey the simple pleasure found in eating well.
Design, Art Direction
Widmer Brothers is a well known brewery on the West Coast from Portland, Oregon. They needed a unique and flexible packaging system dedicated at showing off a new series of experimental flagship beers in 22oz bottles. To keep their packaging costs reasonable, a labeling system based on printed packing tape was created and attached to pre-printed boxes. Not only does this help keep costs reasonable regarding the limited quantities of each release, but it nicely highlights the ever changing nature of the product.
GDUSA Magazine Packaging Award
North Rim CrossFit is an elite gym specializing in high intensity training in the heart of Northern California. They train competitive athletes, military service personnel, law enforcement and firefighters, as well as the general public through a series of difficult daily workouts optimized for functional results. The mark directly relates a hidden letter N to the mountainous nature of the North Rim Trail in Bidwell Park from which the gym gets its name. It also serves as a conceptual metaphor with a North pointing arrow symbolizing progress and results.
The graphic expression extends to other materials in a bold manner by using symbolism and simplicity to represent the functional aspect of their training while maintaing a lighthearted tone. It's designed to position North Rim CrossFit as a cutting edge facility without falling into the trap of looking macho or gimmicky.
Art Direction, Branding, Web Design, Photography
Competition photos © CrossFit.com
Binge is an app that helps users find new shows, movies, and books by connecting them with their friends so they can see what they're watching. They needed a logo that represented their business in a memorable way. A tongue-in-cheek solution was created which references the captivating and hypnotic effect that only a great story can deliver.
Surrogate is a Northern California indie rock band which formed in 2007. Self described as writers of “intelligent pop songs for people of moderate to great intelligence,” their music draws inspiration from the indie bands of the 90s and 2000s. Their music injects a healthy amount of self-deprecation and classic melodic sensibility for a mature take on the standard guitar-driven alternative rock sound.
For their fourth studio album, Post-Heroic, Surrogate needed a design which expressed their trademark penchant for subtle darkness and humor. The melodramatic feeling of the illustration and understated design fit perfectly with their album title and confident musical sensibilities.
The Great Conemaugh Valley Disaster, Flood & Fire at Johnstown, Pa. 1890, Artist Unknown
Design and Art Direction
B Street Oyster Co is a restaurant and oyster bar that wanted a brand which walked the line between tradition and modernism. The logo itself is set in a classic type style and represents a subtle homage to the ocean's horizon. This idea extends itself throughout the branding materials. A secondary logo in a pearl shape adds variation and references "B Street," the common pronunciation of the restaurant by its patrons and staff.
Promotion focused on creating a series of cryptic wild postings which reference the nautical flag alphabet. This builds curiosity about the restaurant while simultaneously keeping some mystery to build buzz for their grand opening.
Design, Art Direction
Garlic Jim's is a successful pizza chain in the Pacific Northwest that needed help getting attention for their gluten free pizzas in retail environments. Instead of treating the concept of gluten free as something worth hiding, a series of outrageous and over-the-top headlines were conceived to celebrate these pizzas as a leader in an emerging movement to be proud of.
The results have product sales up 30% beyond growth expectations. Retailers have even reported the pizzas as best sellers in their frozen food section, while various health food stores are listing the product as a top-seller store wide.
Seattle Addy Awards – Silver
District Addy Awards – Gold
Applied Arts – 2012 Design Award
GDUSA Packaging Award
Brand Package Magazine
Media Post News: Marketing Daily
Design and Copywriting
The Limited was looking for an identity for a new brand targeted at full figured women who have long been underserved in the fashion market. Afraid of pandering to the audience, they came with the desire for something authentic that would reflect current fashion trends created for women with specific needs. This identity symbolizes their desire be at the intersection between fashion and fit to their clientele.
OneBuild is a modular manufacturing company that constructs buildings in a single warehouse and transports pieces of them to the build site for assembly. This method adds speed and efficiency to the construction process while minimizing waste and reducing impact to the environment.
Made In Chico, a Chico retailer, needed a wrapper design for a locally produced and sold chocolate bar. The similarity between the name Chico and the word chocolate was discovered and the name was changed to reflect the local origin of the bar in a clever way.
For flavor differentiation, a system was developed which calls out individual letters from the name for each of the different flavors. If the chocolate is plain, no letters are highlighted. This understated approach creates an intuitive solution for flavor navigation that is unique and ownable.
Design and Art Direction
A selection of logos for various clients.
Hornall Anderson: Magellan, OneBuild, Widmer Brothers Brewing, Eloquii
Vanished: A Chronicle of Loss and Discovery Across Half a Million Years is a cross-disciplinary project involving two visual artists, a philosopher, writer, volcanologist, and graphic designer. Collectively, the six collaborators explore four lost icons and consider how we assemble the past through fact, fiction, and myth. The results are an interconnected collection of new and historic photographs, design, illustrations, sculpture, sound, and writing.
My role in this project involved exploring information graphics related to the Hooker Oak tree. Thought to be over 1000 years old, this tree served as a landmark for the community, drawing visitors from all over Northern California. For years various myths about the tree persisted until it eventually fell and it was discovered to be not one tree, but two trees that grew together—222 and 226 years old respectively.
The infographics and display sought to provide context to the original tree by showing it at scale, but also explore the idea of myth further by finding new and interesting facts about the tree based on published scientific research. Such topics explored the number of acorns and leaves the tree may have produced over it's lifetime, the amount of solar energy absorbed, and the weather extremes the tree was subject to. For each study, various experts were consulted with in order to obtain our best estimations of the numbers.
I was also put in charge of creating event promotional materials. Because of the diversity of subjects, and the multiple locations of the show, a solution to create a grouping of four distinct posters and postcard mailers relating to the project was adopted.
Jacki Headley University Art Gallery
California State University Chico,
Chico, CA (2017)
Harold J. Miossi Art Gallery,
Cuesta Community College,
San Luis Obispo, CA (2016)
Chico News and Review
Graphic Design, Photography, Environmental Design, Furniture Design and Fabrication, Publication Design, Marketing
Project Director: Byron Wolfe
Project Collaborators: Sheri Simons, Troy Jollimore, Heather Altfeld, Oliver Hutton, and Rachel Teasdale