Brand Identity
Apex Fitness provides cutting-edge nutrition programs and products to help health club members meet their health and fitness goals.

The company had a new logo and needed a consistent brand identity created for its communications. Using the arrow within the logo as the creative basis, this design incorporates a chevron, angled bar and notched box to support the feeling of action and progression. The functional color palette expands upon the vibrant logo colors.

Invitation and Collateral
Dreams Happen is a key fundraising program for the non-profit organization Rebuilding Together Peninsula, which rehabilitates homes for those in need. Dreams Happen partners with architects and builders to make children’s playhouses, which they auction at their biennial gala event.

This event invitation features a diecut pop-up house to support the concept of community involvement and interaction. Consistent theme graphics across the auction and event programs, signage, raffle tickets and other communications created a cohesive, fun and elegant effect.

25th Anniversary Invitation and Collateral
When Rebuilding Together Peninsula celebrated the 25th anniversary of service, I leveraged silver metallic ink throughout the collateral to highlight this special event.

The diecut invitation illustrated the organization’s growth and extension of its services to support vulnerable neighbors by improving the quality of their homes.

Logo Design and Theme Graphics
A new learning game within the LeapFrog product line, Pet Pals needed to appeal to both boys and girls between 4 and 7 years of age — and hold its own next to popular licensed games from Disney, Nickelodeon and more.

I developed a logo, screenshot frames and type treatments that are colorful, whimsical and gender neutral.

Pet Pals became one of LeapFrog’s most popular games, surpassing successful licensed games. It has been extended into a full product line that still leverages this identity.

Logo Design, Collateral Design and Brand Identity
24 Hour Fitness instituted the new Talent Management Suite to help effectively hire, onboard, manage and develop its employees.

This fresh graphic system supports the now cohesive Human Resources program. Highlighted circles symbolize choice candidates for employment, pennants illustrate the path in learning and development, and graduated lines imply growth and advancement.

The look-and-feel has improved employee awareness of the program and driven increased participation.
 

Corporate Brochure
Impinj needed a corporate brochure to promote their unique Self-Adaptive Silicon™ technology.

This design concept showcases Impinj’s advancements in chip design next to some of mankind’s most significant technological advancements — the wheel, the electric light bulb, the mass-produced automobile, the airplane, the moon landing — positioning it as the next giant leap for mankind.

To encourage readers to open the brochure, a strategically placed diecut window displays only the company’s name. Inside the brochure, the Impinj chip and details of the technology are revealed.

Brand Identity and Collateral Design
In response to results from focus groups, 24 Hour Fitness wanted to simplify its branding by building on the equity of its logo and signature colors.

Our team employed attributes of the 24 Hour Fitness logo as the creative basis for new branding elements. By using ovals, curves and the signature colors, along with new lifestyle photography, we dramatically improved communications, creating fresh consistency and immediately recognizable visual elements.

The streamlined brand elements and colors have become the standard for internal and external communications.

Logo Design and Brand Identity
Nusym, a verification provider, needed a new logo and brand identity to communicate the efficiency and confidence their solutions offer customers.

I designed a modern, streamlined logotype and bold color palette for use across the Nusym company collateral, lending it a professional and cohesive look-and-feel.

Shortly after the Nusym rebranding, the company was acquired by Synopsys — a leader in the Electronic Design Automation industry.

 

Retail Display Booklet
LeapFrog, an educational entertainment company, wanted to promote its full suite of gaming systems alongside its new Didj game console in store.

To help customers navigate products, I designed this cross-sell booklet as a tabbed flipbook, with stepping stones on LeapFrog’s signature “Learning Path” highlighting age ranges along the way.

A diecut in the shape of a stepping stone reveals the parent brand on each page.

“Casino Royale” Gala Invitation and Collateral
The Junior League Palo Alto | Mid-Peninsula is a women’s organization committed to volunteering and improving the local community.

One of the organization’s fundraisers is an annual spring gala. For this “Casino Royale” themed gala, the design needed to suggest European elegance and appeal to the affluent San Francisco Bay Area community.

I incorporated a script font and diamond motif to suggest the classic, sophisticated elegance of Monte Carlo. The collateral was printed with metallic inks on metallic paper to enhance the refined look-and-feel.

“Viva Las Vegas” Gala Invitation and Collateral
The “Viva Las Vegas” gala featured a casino night, so I created collateral reminiscent of 1960s Vegas. The logo, graphics, typeface and metallic inks captured the nostalgic flavor of that time while still being contemporary.

Bodybugg Armband Packaging
The Bodybugg Calorie Management System is an armband device used to track caloric consumption and burn. Sold in club retail stores and online, Bodybugg needed a packaging update to attract attention and to align more closely with the 24 Hour Fitness brand.

Using the 24 Hour Fitness signature red color, brand-appropriate photography and a new package design and construction, this solution lent Bodybugg outstanding shelf presence.

Product revenue has since increased to more than 20 million dollars.

Private Label Product Packaging
When 24 Hour Fitness launched an electronics line to be sold in the club’s retail section, it needed eye-catching, brand-forward packaging.

This solution features the company’s signature red color and graphics. Suggesting both high energy and high quality, it’s perfectly in tune with the brand and the athletic audience it’s targeting.

In-Club Brand and Display
24 Hour Fitness needed a brand identity to promote their new healthy snack program in the club’s retail section. We developed a warm color palette, an ingredient icon system and nature-inspired design elements to evoke wholesome nutrition and to encourage a healthy lifestyle.

Logo Design, Packaging, Website and Brand Identity
When Beauty Buffet Cosmetics created a line of customizable beauty kits, the company wanted the logo, brand look-and-feel and packaging to capture the idea of classic beauty.

I used black-and-white photography of vintage glamour girls to give each product line a differentiated “personality.” Each black-and-white image is color tinted to identify makeup for eyes, lips, cheeks or face.

The product line was sold at Sephora retail stores as well as through the company website. Beauty Buffet Cosmetics was acquired by The Balm Cosmetics.

Logo Design and Brand Identity
Wired Island is a marketing and public relations firm initially based in the Turks and Caicos Islands. As the firm expanded to international markets, and grew beyond high technology to emerging industries, they required a new logo to support their evolution.

In this new Wired Island logo, the dots connecting two i’s symbolize partnership and the delivery of leading-edge services. The blue colors characterize both the company’s island origin and its global outreach.

Various Companies, Events and Products
Brands need a creative mark that creates authentic connections with their consumers.

Whether refreshing an outdated logotype or crafting an entirely new identity from scratch, I’ve collaborated closely with a wide range of clients to capture and express their visual story.