bettermental: branding, photography, & creative marketing strategy
CLIENT: Bettermental
ROLE: Creative Director, Designer, Photographer
USAGE: Web, print, event, social media, apparel, etc.
DETAILS: BETTERMENTAL STORY GOES HERE After graduating from UMASS Amherst with a BA in Arts Management September 2018, I felt compelled to seek out clients and opportunities in the nonprofit sector. When I began researching causes, I was happy to discover that Sue Regis, a friend and fellow artist, was in the process of founding an arts NPO in my hometown Joliet, IL, USA. Contributing to the cultural growth of Joliet was an exciting prospect, so I was thrilled when Sue and the board asked me to join the organization in May 2019.
Since The Art Movement Inc. was a startup organization in its infancy, I was tasked with developing all things creative for the group (branding, messaging, and marketing strategy). Diving into this extensive task was a treat because the board granted me complete creative freedom, which is a rarity! The only feedback I received at the kickoff was that red (my favorite color) was favored for the branding. This was to my liking :)
The organization was granted 501(c)(3) status in September 2019 and is currently developing its programming for 2020 and beyond. The images to the right are the finalized logo and a handful of implementation examples I developed before resigning (due to relocation) in January 2020.
Core Lotus Cardio: Colors, typography, & Logo
CLIENT: Core Lotus
ROLE: Art Director/Designer. Responsible for color palette suggestions, typography, and logo/icon creation
USAGE: Web, print, social media, apparel.
DETAILS: After producing a successful Indiegogo campaign, Core Lotus asked me to help establish their brand's color palette, fonts, and logo. When we finished selecting a color palette and narrowing down font options, I was asked to develop an abstract, feminine, and modern logo design featuring the sacred lotus.
After deliberation, Core Lotus opted to forego lotus imagery since is a widely-used symbol for yoga studios. In order to stand out, they suggested developing a "thirds" logo that symbolized California culture and the Core Lotus fusion of yoga, pilates, and barre. They also asked that I attempt an alternate font and stick with a horizontal design for the type. In the final concepts, each color represents a component of Core Lotus fusion as well as the sky, sand, and sea of California beaches.
