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About
I'm a junior creative with a special interest in designing brand identity and digital marketing. My projects are charged with creative problem-solving and divergent thinking. Explore my site for complete and evolving projects at the intersection of business and design.
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ARTEMIS
A sustainability brochure about the fashion industry ('brochurizine')
Forte FitKit
The Forte FitKit is a product of the "Thinking Inside the Box" project, challenging students to consider the branding, from factor and delivery of a project as catalysts for innovation and change. This prompt challenges students to imagine a new brand constrained by these concerns.
Reference case study: PillPack, acquired by Amazon in 2018 (Designing Brand Identity). Can a package—and/or delivery of a product shape a brand? Can packaging reuse shape a brand? The "box" in this project serves as a prompt for divergent and future-focused thinking around communication, identity, and delivery.
My approach: divergent brainstorming. Factoring in product ideas such as vintage clothing sets, custom jewelry bundles, and health shot samples, I initially intended to curate a vintage clothing box service for an imaginary company. However, I felt it lacked the novelty and passion I needed to meet the needs of this project.
Forte Fit Kit is inspired from a similar custom product ordering system with a consumer-centric mindset. Drawn from a personal passion for fitness and a long journey of understanding the barriers to access, why not pioneer ideas for a web-based (UI prototype not included) fitness company aimed to deliver the equipment necessary to guide those who [want to] lift, run, do yoga, and pilates?
Freed by the absence of financial planning constraints, Forte is a fitness brand that partners with existing big-name fitness brands to deliver a seamless service to its target market demonstrates entrepreneurial potential born from divergent thinking.
Brand Identity: Forte from the french word "Fort", meaning strong. Streamlined logo, taglines, and poster colors to align with brand identity emitting a sense of fortitude and ethos.
Brand Logo: Lighting bolt centered in fragmented bracket, inspired by the square bracket used in literature to indicate an alteration or addition. Here, it is used to signify FitKit's customization to each customer's needs. The bolt symbolizes power, energy, and growth (change).
Design Tools: Adobe Indesign, Adobe Illustrator, Canva, Google Gemini (for prototypes)
Reference case study: PillPack, acquired by Amazon in 2018 (Designing Brand Identity). Can a package—and/or delivery of a product shape a brand? Can packaging reuse shape a brand? The "box" in this project serves as a prompt for divergent and future-focused thinking around communication, identity, and delivery.
My approach: divergent brainstorming. Factoring in product ideas such as vintage clothing sets, custom jewelry bundles, and health shot samples, I initially intended to curate a vintage clothing box service for an imaginary company. However, I felt it lacked the novelty and passion I needed to meet the needs of this project.
Forte Fit Kit is inspired from a similar custom product ordering system with a consumer-centric mindset. Drawn from a personal passion for fitness and a long journey of understanding the barriers to access, why not pioneer ideas for a web-based (UI prototype not included) fitness company aimed to deliver the equipment necessary to guide those who [want to] lift, run, do yoga, and pilates?
Freed by the absence of financial planning constraints, Forte is a fitness brand that partners with existing big-name fitness brands to deliver a seamless service to its target market demonstrates entrepreneurial potential born from divergent thinking.
Brand Identity: Forte from the french word "Fort", meaning strong. Streamlined logo, taglines, and poster colors to align with brand identity emitting a sense of fortitude and ethos.
Brand Logo: Lighting bolt centered in fragmented bracket, inspired by the square bracket used in literature to indicate an alteration or addition. Here, it is used to signify FitKit's customization to each customer's needs. The bolt symbolizes power, energy, and growth (change).
Design Tools: Adobe Indesign, Adobe Illustrator, Canva, Google Gemini (for prototypes)
The Underdog Coffeehouse - A Culture of Care
"The Culture of Care projects asks students to use the tools of communication, branding, media, and strategy to develop a branding project with the goal and intent to build optimism, improve moral, provide empowerment—and in some cases, heal an organization or community. Case studies include Bruce Mau's 2004 ¡Guateamala! project in Guatemala and Hakuhodo's "Cool Biz" campaign in Japan.
I has a blast with this project. From brainstorm to design, I streamlined my passion into motivation to solidify my ideas. Social entrepreneurship is one of the greatest ways of combining innovation and community, which is why I took a particularly strange path. All I can say is that this is a modern-western take on an animal shelter-cafe.
Ask me about it.
I has a blast with this project. From brainstorm to design, I streamlined my passion into motivation to solidify my ideas. Social entrepreneurship is one of the greatest ways of combining innovation and community, which is why I took a particularly strange path. All I can say is that this is a modern-western take on an animal shelter-cafe.
Ask me about it.
George Howell - Pursuing Circularity
"The Circular Everything project challenges students to consider the branding of a service or porject through the lens of circular design. Case studies include Patagonia, Another Tomorrow, and Re/Done. This prompt serves as the catalyst for imaging a new brand constrained primarily by principles of reuse and circular design."
George Howell Coffee is a Boston-based coffee company by local coffee fanatic George Howell. I became fascinated by this brand when I discovered it around the time this project was assigned.
Originally uninspired and distracted during the semester with no ideas for this assignment, I spontaneously tried George Howell for the first time (no correlation). The coffee genuinely caught me by surprise because I could taste the words "Putting coffee farmers front and center" in the quality of my "overpriced" latte. Howell's flagship cafe environment in downtown Boston was pleasant as well. Immediately, I researched Howell's brand and history and only became endlessly impressed. As a coffee connoisseur myself, I consider George Howell to be one of two coffee brands whose price matches its worth (quality and service).
My biggest challenge with this project then was "how do I make this better than it already is?". My intention with rebranding George Howell has little to do with the company's visual branding and more to do with post-consumption. What do we do about the single-use cups? How do I propose circularity without sounding phony?
George Howell Coffee is a Boston-based coffee company by local coffee fanatic George Howell. I became fascinated by this brand when I discovered it around the time this project was assigned.
Originally uninspired and distracted during the semester with no ideas for this assignment, I spontaneously tried George Howell for the first time (no correlation). The coffee genuinely caught me by surprise because I could taste the words "Putting coffee farmers front and center" in the quality of my "overpriced" latte. Howell's flagship cafe environment in downtown Boston was pleasant as well. Immediately, I researched Howell's brand and history and only became endlessly impressed. As a coffee connoisseur myself, I consider George Howell to be one of two coffee brands whose price matches its worth (quality and service).
My biggest challenge with this project then was "how do I make this better than it already is?". My intention with rebranding George Howell has little to do with the company's visual branding and more to do with post-consumption. What do we do about the single-use cups? How do I propose circularity without sounding phony?
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