FOCUS: Creative Direction, Brand Development, Logo Design Branded Materials

When Ashley, the owner of GetFit in Bridgewater, reached out to M Design Co., she was looking for a fresh, professional logo to replace the one her gym had quickly thrown together years ago. With only a week to deliver, M Design Co. embraced the challenge, crafting a sleek, modern design that embodies GetFit’s energy and commitment to fitness and community. The new logo features bold typography and clean, dynamic elements, creating a timeless identity that aligns perfectly with Ashley’s vision. It was a fast-paced project, but the result is a brand that will stand strong for years to come.

Focus Areas:
Creative Direction, Design System, Branded Materials, Photoshoot Direction, Environmental Design, UI/UX, Web Design, Storyboarding, Video Direction, Multichannel Campaigns, Promotional Materials, Email Design, Social Media

I lead the in-house design effort for ActBlue’s brand from 2015 - April 2023. Starting with a few colors and a wordmark, I grew the brand to a versatile creative powerhouse spanning print, digital, video, promotional, conference setups, and more. I also lead the effort with our interior contractors to design and accurately brand both of our office locations in Somerville, MA. Building this program from scratch has been one of the most rewarding and challenging endeavors of my career, and I hope get the opportunity to do it again.

A recent rollout of our reimagined brand debuted at SXSW 2023 to great fanfare. I built the initial brand building blocks including a new wordmark, icon, color palette, icon library, and initial spec layouts for direction. My team took on the challenge and implemented the brand vision for the SXSW exhibits, videos, promotional materials, and more.

All work presented below is attributed to ActBlue and ActBlue Charities

FOCUS: Creative Direction, Branded Materials, Photoshoot Direction, Multichannel Campaigns, Promotional Materials, Social Media

The Newport Paddle Festival is a fun day of learning, skill development and community building among Rhode Island paddlers. It also brings together the paddling community and nonprofit organizations focused on the environment and access for all. Whether a new or experienced paddler, there is something for everyone.

Brand development began in June, where we figured out the core elements and needs for the event which was less than 60 days away. I wanted to fully encompass the elements of paddle craft but also create a brand that would be evergreen for use in future iterations. This being my first festival, I thought through all elements and how this project could scale in the future to larger format signage, way finding systems, promo materials, and social assets.

Sponsors included The Newport Harbormaster, the U.S Coast Guard Auxiliary, and the Kayak Centre. Featured nonprofits like the Rhode Island Canoe and Kayak Association, Aquidneck Land Trust, Save the Bay, Appalachian Mountain Club and Friends of the Waterfront. Sponsorship support is provided by BankNewport, Discover Newport, Gill Marine, M Design Co. and Reynolds DeWalt.

After meeting with the Economic Development Director, I created this spec work voluntarily for consideration by the town and committees on creating a universal brand system for our open spaces and parks.

The pitch was to create something that is clean, simple, recognizable, replicable, and timeless. It took cues from the classic National Park branding, as well as the trustees and DCR. While it did not gain traction, I was happy to take part in the exercise.

Focus Areas: 
Creative Direction, Branded Materials, Brand Strategy, Photoshoot Direction, Multichannel Campaigns, Promotional Materials, Social Media, Video Production.

Designing the logo for MyUnionPrinter.com was an exercise in capturing the essence of union craftsmanship and the strong sense of community that defines the brand. The logo needed to be both modern and timeless. It incorporates legacy elements of the previous logo, as well as including elements that are found in a Union Bug. I chose to focus on strong, bold typography that conveys a sense of stability and trust. The typeface was carefully selected for its readability and classic appeal, ensuring that it would stand the test of time. The incorporation of subtle design elements, such as clean lines and balanced proportions, helped to create a logo that is both impactful and versatile, suitable for various applications across the site and marketing materials.

The color scheme was a critical aspect of the design, chosen to reflect the brand’s commitment to quality and its roots in union values. I opted for a palette that combines deep, authoritative tones with a touch of vibrancy, striking a balance between professionalism and approachability. The logo's simplicity allows it to be instantly recognizable, while its thoughtful details hint at the brand’s deeper mission. Overall, the design process was driven by a desire to create a logo that not only stands out visually but also resonates with the integrity and pride of union labor, embodying the core principles of MyUnionPrinter.com.

Focus Areas: 
Creative Direction, Design System, Branded Materials,

The logo for Carnes Bookkeeping Services in Middleboro, Massachusetts, has a clean, modern feel that reflects the business's focus on helping clients stay organized and on top of their finances. With simple, approachable lettering and a fresh, balanced color scheme—think calming blues or greens—it’s designed to feel professional but still friendly. The icon ties in with themes of growth and stability, showing that Carnes Bookkeeping is all about helping local businesses succeed while making the process easy and stress-free.

Focus Areas: Creative Direction, Design System, Branded Materials, Multichannel Campaigns, Promotional Materials, Social Media

Postal is a B2B offline specialist. In April of 2023 I started as their brand designer to develop anything and everything related to their brand: from event materials, digital graphics, social media, to Event materials, Conference Booths, and Podcast graphics. Postal’s needs are diverse.

Focus Areas: Creative Direction, Logo Development, Podcast Branding, Branded Materials, Promotional Materials, Social Media

The logo for the Postal Podcast, titled "Taking Flight," was crafted to embody the spirit of innovation and exploration within the B2B sector. To begin, I focused on the dual concepts of flight and communication, integrating elements that evoke a sense of upward movement and connection. The color palette was chosen to reflect a professional yet inviting atmosphere, utilizing blues and greens to signify trust and growth. The typography utilized was to stay on brand but also allow it to be a bit more playful, Giving that feeling of take off during flight.

Focus Areas: Creative Direction, Logo Development, Event Design, Branded Materials, Multichannel Campaigns, Promotional Materials, Social Media

Postal threw their annual “Opptoberfest” at the SaaSter Conference. A few weeks out from the event I got to work creating a new Logo and brand for the event to help it stand out from it’s past look which was quite dated. Taking influence from traditional Festbiers utilizing a blue diamond pattern and vibrant orange accents.

Focus Areas:
Creative Direction, Design System, Branded Materials, Multichannel Campaigns, Web Design, Video Production, Promotional Materials, Social Media, Product Photography, Lifestyle Photography, Portrait Photography.

I’ve been working with the Almeida family, an institution in Swansea, MA since 2015. They were getting poached by a large corporate entity to run their website. I told them I could completely revamp their website, supply high-quality photography on a recurring basis, and manage their social media presence and advertising for their assorted ventures. Fast-forward to today: their Social media pages have grown by thousands of followers, grown from just Facebook to Instagram and TikTok. During the Pandemic, I worked with the farm to open a curbside pickup business since there were shortages in our area. The program was a success, and the model was held in place until 2021. Working with the Almeida family has and has created demand for agricultural growth in the area, and recognition of the importance of farms by a broader set of the community.

A collection of photography taken while servicing the Almeida’s account over the past 7 years.

Focus Areas:
Creative Direction, Design System, Branded Materials, Multichannel Campaigns, Promotional Materials, Social Media

Almeida’s Earth Bar was created in 2020 by the Almeida family looking to branch out to the community to offer healthy alternatives to fast food in the area. They setup a food truck on their property, and were consistently serving fresh made smoothies with fruits and veggies right from their own fields. The family continued the venture until 2022, when they decided to disband the smoothie business and focus on their brick and mortar efforts.

Focus Areas: Creative Direction, Design System, Branded Materials, Multichannel Campaigns, Promotional Materials, Social Media

I was approached by owners of Willow Co., Ryan and Jenn. Ryan had been an integral part of my wedding day, and I was excited to work with him to evolve his brand, to bring in his partner into the mix, and move away from a company with his name at the masthead.

Both Ryan and Jenn envisioned a future for their business that went beyond photography and videography, so we created a parent brand, Willow Co. with children that can be added underneath as the organization scales. First to go under that masthead was Willow Photo Co., which has had a successful rollout creatively, using Polaroid style visuals and retro-inspired social graphics to keep their clients informed throughout the process. Additional asks were event attire designs, as well as a style guide to keep everything on-track when I couldn’t be there to move the brand forward.

Focus Areas: Creative Direction, Design System, Branded Materials, Packaging and Materials

Via a 3rd party, I worked up options for sustainable packaging for a Cannabis company; specifically for Resin and Rosin product.

Packaging was created, as well as mockups to present to the client.

Focus Areas: Creative Direction, Design System, Branded Materials, Multichannel Campaigns, Promotional Materials, Social Media

I was approached by the owner of Bias Handmade., Sam. Sam is a 3rd generation tailor and wanted to find a way to take their brand to the next level.

We got together and found a common ground on concept, and executed from there. I created a few options that invoked power, skill, and hand-made craft. A logo, icon, color palette, patterns, and marketing materials were created to round out the brand so that as it grows, it has the legs to be taken to the next level.

A style guide was developed to keep everything on-track for Sam as they grow their business.

Focus Areas:
Creative Direction, Design System, Branded Materials, Promotional Materials

This booklet is a resource for practitioners, parents, and teenagers in Rhode Island, focusing on mental health awareness and resilience for adolescents.

Focus Areas:
Creative Direction, Branded Materials, Report Development, Illustration, Data Visualization.

Worldways Social Marketing contacted me about developing a nearly 60 page report for the South County Healthy Bodies Healthy Minds initiative. Their main goal was to distill dry information about the current status of behavioral health and well-being in the area into a digestible and engaging report for all to read.
The report was shared with the public in October of 2020, with praise coming from U.S. Sen. Jack Reed (D-R.I.) who joined the panel and called the plan “incredibly far-sighted and thoughtful” and a model for the state and the country. You can check out the full report here.

All work presented below is attributed to Worldways Social Marketing and was completed on a contract basis.

Focus Areas: 
Creative Direction, Branded Materials, Photoshoot Direction, Multichannel Campaigns, Promotional Materials, Social Media

Designing MyUnionPrinter.com was an exciting opportunity to create a platform that seamlessly blends functionality with a user-centric aesthetic. From the outset, our goal was to reflect the values of quality, trust, and union pride that MyUnion stands for. The design emphasizes clarity and accessibility, with a clean, modern layout that guides users effortlessly through the site. We carefully selected a color palette and typography that evoke professionalism while maintaining a welcoming, approachable feel. The visual elements, such as icons and imagery, were designed to reinforce the brand's identity and support the content, ensuring a cohesive experience across the site.

On the user experience side, we prioritized intuitive navigation and streamlined the process for finding and ordering union-printed materials. We incorporated feedback loops and user testing to refine the flow, ensuring that even first-time visitors could easily access the information they needed and complete transactions without friction. The mobile-responsive design was a key focus, allowing users to interact with the site smoothly on any device. Overall, the design and UX decisions were driven by a commitment to delivering a site that not only meets the functional needs of the users but also resonates with the values of union craftsmanship and reliability that MyUnionPrinter.com embodies.

FOCUS:
Creative Direction, Logo Development, Brand Development, Branded Materials

The logo for Data Scientist Sarah Mathey embodies a timeless and understated aesthetic, aligning with her vision of subtly highlighting the uniqueness of the data she shares.

The design features a clean, sans-serif typeface that conveys professionalism and modernity, ensuring clarity in communication. The color palette is muted, consisting of cool blues and soft greys, creating a sense of calm and reliability—essentials in the field of data science.

Incorporating a minimalist icon that subtly represents data, such as a simplified graph or a stylized data point, adds a layer of depth without overwhelming the primary focus on the content. The overall composition balances elegance and functionality, making the logo versatile for various applications, from presentations to business cards.

This design will serve as a lasting visual identity for Sarah Mathey, reinforcing her brand while allowing the uniqueness of her work to take center stage.

Using the initials for the business, I created letters from scratch to resemble a paned window, or the separation of 2 floors between the MN/HS. Additionally, The shape mimics a typical gable roof. The separation of colors creates great contrast, causing image will stand out on any application it is placed on for clothing or printed item. Finally, the font is Futura, which is a common system font on most machines apple and windows; so it should be easy to stay consistent and on-brand without speciality elements.

Focus: Illustration

Linda, an extremely successful business woman in MA requested a “timeless” illustration of her headshot for use on all her professional emails, and other forms of digital presence. Linda was a great client, and greatly understanding of Illustration being a stretch goal for me creatively. She was super pleased with the illustration after round 1 and had minimal changes. If you’d like to have a line illustration done for your professional headshot, reach out!

Focus Areas:
Brand Exploration, Logo Development, Brand Development, Out of Home.

In 2016, I worked with Gene Martin, a local politician who was running for a seat on the school board. I developed a fun, and innovative design system that would have him stand out among the crowded field of others engaged in the process.

Focus Areas:
Brand Development and Logo Development (Spec)

In March of 2023, Jackie reached out to me about creating a brand for her campaign for Commissioner of Precinct 1 in El Paso, Texas. After whipping up a questionnaire and combing through the answers, I pulled together some concepts that I knew would resonate with her and the locals of El Paso.

She wanted to avoid the usual tropes like Mountains and Stars and focus on the natural beauty of the area. We landed on cactuses, as there are many species indigenous to the area; and most importantly, Cactus flowers. After a few rounds of design we landed on a bright, bold, and youthful logo and color palette that will stand out amongst the others in her space.

While this is not the final production piece, I was really proud of the execution, and think the final route will give her an edge on brand recognition going into the election.

Focus Areas:

Creative Direction, Brand Development, Logo Development, Advertising Spec, Social Media, Donation Forms

(Contract with Fireside Campaigns)

In March of 2023, Fireside reached out to me about creating a brand for West Hollywood Mayor and Congressional Candidate, Sepi Shyne. Armed with a beautifully detailed questionnaire, I jumped in and relished the freedom to execute a new, edgy, and different concept for a young progressive candidate. After a few rounds of designs for her logo, We landed on a product that was entirely different from anything that was in the congressional field. Using punchy gradients, a palette that balances vibrant greens and pinks with deep, rich purples, and typefaces that were organic but also sharp and angular; the brand feels fun, intentional, serious, and youthful all at the same time.

All work presented is attributed to Sepi Shyne for Congress and Fireside Campaigns

Focus Areas:
Logo Exploration, Web Design, Branded Materials
(Contract with Worldways Social Marketing)

Worldways Social Marketing reached out to me to take on a branding effort for a Social Impact entrepreneur who was looking to work with organizations to amplify and accelerate their social impact. Their services span from corporate social responsibility strategy development, environmental best-practices and implementation, purpose-based marketing and communication, impact assessment and advocacy. I worked with Worldways to develop their Logo, Branded visuals, Typography, Colors, and design their Website.

All work presented below is attributed to Worldways Social Marketing and was completed on a contract basis.

Focus Areas:
Creative Direction, Web Design, Branding, User Interface (SPEC)

Worldways Social Marketing reached out with the hope to tackle a redesign for a website, as well as a light refresh of their brand. They loved their logo but wanted to pull some elements together to tell a story more cohesively across all their mediums. I spent time creating mockups for multiple pages, but the project was cut short due to budget changes in Q1 of the following year.

Focus Areas: 
Creative Direction, Branded Materials, Photoshoot Direction, Multichannel Campaigns, Promotional Materials, Social Media

Worldways Social Marketing contacted me about working through a fully scoped project from Branding to Website design. Work started in refining the visuals for their logo and creating a unified visual language with a fresh color palette, refreshed brand assets, updated typography, and a new set of design elements to guide the creative across mediums. All of these elements came together to tell a story cohesively across Print, Digital Ads, Magazine ads, A newly refreshed website, promotional materials, and more.

All work presented below is attributed to Worldways Social Marketing and was completed on a contract basis.

Focus Areas:
Creative Direction, Branded Materials, Multichannel Campaigns, Promotional Materials, Social Media, Fundraising Visuals

During the Pandemic, Massachusetts Covid Vaccination Help reached out to me to create a Brand and materials to get the message out to folks who were trying to schedule vaccine appointments in underrepresented and underserved communities. I dove in and got to work on handouts that were given to people all across the state. I translated the materials into 8 languages, and created logos for each to remove the barrier to understanding the mission of the organization. The campaign caught fire, getting media coverage locally and nationally on NPR. MCVH fielded over 27,000 submissions for help and booked over 14,000 appointments in the depths of the pandemic.

All work was done pro-bono.

Focus Areas:
Creative Direction, Branded Materials, Photoshoot Direction, Multichannel Campaigns, Promotional Materials, Social Media (Contract with Worldways Social Marketing)

In the Spring of 2021, Worldways Social Marketing approached me about working through a multi-channel campaign for a partnership of local hospitals and caregivers across Aquidneck Island. The brief called for using local leaders of the community to promote vaccinations to get back to the “new normal.” A photoshoot was done with local leaders, and the rest was history after that. I built out a fantastic body of work that was displayed across Newport County in bus shelters, billboards around town, print ads, referral palm cards were placed in community health centers and hospitals, and banners were created for in-person events to promote the effort.

All work presented below is attributed to Worldways Social Marketing and was completed on a contract basis.

Focus Areas:
Direct Mail, Brand Development, Illustration

Worldways reached out to me to design a seasonal direct-mail postcard for the Women’s Resource Center of Aquidneck Island.
The Women’s Resource Center’s mission is all about leading domestic violence prevention through the empowerment of individuals and the community by providing advocacy, education and support services. They are integral to the community, as they are the only dedicated domestic violence shelter in the area. In order to keep their doors open, they need support from the community and others through donations. I’ve been lucky enough to design their seasonal pleas for the past 4 years, and included two of my favorites.

All work presented below is attributed to Worldways Social Marketing and was completed on a contract basis.