FEATURED PROJECTS

Here is just a sampling of some of my best projects in my career span. Not all of them involve a new identity, but rather a refresh or working with an existing one, creating new brand experiences. 

spoonfed la

Earlier this year, I began working with the great team over at Spoonfed in Los Angeles to design their restaurant menus and brand guidelines, along with their business cards and gift cards. They have recently opened and I couldn't be more excited for them! {Please note that I did not design the logo}

They believe that Food is Love, and want to share that love with everyone. It's a place to go when you are on the go for a quick breakfast bite, a cup of coffee with friends, or settle in for a business lunch, a cocktail to unwind, or the occasional dinner date. 

The retro market theme was a delight to work with, from the color palette, fonts and interior signage and decor. Go check them out!

 It's pretty obvious this is the branding guideline. It covers the basics of logo usage, color palette, fonts, imagery, and graphic elements.

It's pretty obvious this is the branding guideline. It covers the basics of logo usage, color palette, fonts, imagery, and graphic elements.

 Business card design

Business card design

 Gift card design

Gift card design

 Breakfast menu design

Breakfast menu design

 Lunch/Dinner menu design

Lunch/Dinner menu design

PLOW & HARVEST

In June of 2013, I was hired by Access Point Group, a hospitality consulting agency, to brand a new restaurant in Alberta, Canada, called Plow & Harvest, a fresh-casual, farm-to-table concept. What started out as a few basic branding needs – logo designs, print & digital menus, simple website, and exterior signage – turned into a much bigger project. Over the course of 3 jam-packed months, including attending the soft opening in the 2nd week of August that year, more projects developed: social media, handout cards, business cards, uniforms, interior decor and signage, water bottles, labels, public relations collateral, food photo shoots and more! It was the highlight of my career, and I'm really so thankful for the opportunity. Unfortunately, the owner of the restaurant decided he no longer wanted to be in that line of business and shut it down after several months of operations. Broke my heart.

 Full Color Logo with Main Imagery

Full Color Logo with Main Imagery

 Email Blast, Package Labels, Tray Liners, Water bottles

Email Blast, Package Labels, Tray Liners, Water bottles

 Exterior: Logo on Painted Plank Wood

Exterior: Logo on Painted Plank Wood

 Interior: Ordering Counter

Interior: Ordering Counter

 Cooking up Samples for the VIP Soft Opening {plus Chef's Uniform}

Cooking up Samples for the VIP Soft Opening {plus Chef's Uniform}

 Serving up Pickled Delights during the VIP Soft Opening {plus Uniform T-Shirts for Staff}

Serving up Pickled Delights during the VIP Soft Opening {plus Uniform T-Shirts for Staff}

 Website Landing Page

Website Landing Page

 Main Food Menu

Main Food Menu

RITZ-CARLTON, RANCHO MIRAGE, CA

In 2015, I was referred to the Operations Manager of the Ritz-Carlton in Rancho Mirage {Palm Springs area} through my client, AccessPoint Group {same one from Plow & Harvest}, to redesign the menus for the hotel as their staff was creating them and needed a professional designer to give them the right polish. I was so honored and excited! I had made it BIG TIME! :)

State Fare is their main restaurant which requires multiple menus throughout the day: Breakfast, Lunch, Dinner and Sunset Dinner, the nearby Bar, and for Valentines Day, New Years Eve and Christmas Eve Dinners. The ambience of State Fare was casual yet classy, a play on words [State Fair}, with breakfast being the “fun” meal and ending the day with an “elegant” meal, so the design aesthetics of the menus had to reflect those moods.

Menus were also designed for Hotel Guests In-Room Dining and the Breakfast Door-Hanger, those reflecting the branding of Ritz-Carlton; whereas the Air Pool and Spa menus were designed for their ambiance. It's repeat business since restaurants change out their menu items and pricing about once a quarter. Lucky me!

 State Fare Breakfast Menu

State Fare Breakfast Menu

 State Fare Lunch Menu {front side}

State Fare Lunch Menu {front side}

 State Fare Bar Menu

State Fare Bar Menu

 Hotel Air Pool Menu

Hotel Air Pool Menu

 Mother's Day Brunch Menu

Mother's Day Brunch Menu

 2018 Valentines Menu Design

2018 Valentines Menu Design

 2017 Holiday Menu Design

2017 Holiday Menu Design

 2017 New Year's Eve Menu Design

2017 New Year's Eve Menu Design

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WILL MARRÉ | SMART POWER ACADEMY

I saw Will Marré speak twice at the San Diego American Marketing Association {SD-AMA} Cause Conference, and he was the one speaker I remembered both times. He is dynamic, intelligent, insightful and is dedicated to making a positive change in the world. Many years later, his marketing consultant, Paul, contacted me in 2015 to design a whole brand experience for a leadership conference for women Will was developing. I had met Paul when we were on the SD-AMA Cause Conference committee {twice} – I had designed the conference materials pro-bono. He remembered me and my design talent. You just never know the impact you have.

Thus began a wonderful, ongoing client relationship with Will, who is a total advocate for women in leadership roles. I am so honored to be his Brand Image Stylist! He thinks my business name is exotic! LOL. Anyway, the women's conference is called The Leadership SPA {SMART Power Academy}, a 2+ day conference for women leaders–it happens 2-3 times a year bringing in major players.  The mission of the SPA is to teach women how to balance soft and hard power skills to become Smart Power leaders. Women who adopt a Smart Power mindset are better enabled to direct their careers and more impactfully lead organizations while enjoying work-life harmony. Yes, Please!

Over the course of 2 years, I've created numerous projects, and even just diagrams for Will. He speaks through visual aids, and I transform them into smart graphics. Projects include the initial logo design for the SPA, brand guidelines, website design, signage, workbooks {124 pages}, Powerpoint deck, flyers and handouts, infographics, bookmarker/postcards and e-blast template.

2018 UPDATE: Sadly, Will passed away while surfing this past February. It was a devastating loss to every life he touched and I will greatly miss working with him. He was more than a client on a business level, but was one of my biggest fans of me and my work – and the feeling was mutual.

 The Leadership SPA Logo {now just called SMART Power Academy}

The Leadership SPA Logo {now just called SMART Power Academy}

 SPA Workbook Cover for Women Effect Conference

SPA Workbook Cover for Women Effect Conference

 SPA Workbook Sample Page

SPA Workbook Sample Page

 SPA Workbook Sample Page

SPA Workbook Sample Page

 The website for the pilot Smart Power Academy conference in 2014. Both constantly evolve over the years as my client refines his training.

The website for the pilot Smart Power Academy conference in 2014. Both constantly evolve over the years as my client refines his training.

 One of the many Postcard-sized Bookmarkers {front and back}

One of the many Postcard-sized Bookmarkers {front and back}

 Recent Workbook Cover for FICO Company Workshop

Recent Workbook Cover for FICO Company Workshop

ROYAL CARIBBEAN CRUISES, INT'L  |  WESTWAYNE GROUP [aka 22 squared]

Back in the late 90s, I worked at one the largest ad agencies in the South when I lived in Tamp, FL. I worked almost exclusively on the Royal Caribbean Cruises account for 4 years, creating 90-page International Fleet Catalogs in 20 different languages, Itinerary Guides, Menus for restaurants aboard the ship, and Domestic Brochures. Royal Caribbean's brand is known as fun, casual, adventurous as well as a bit of luxury. 

The reason I'm including this older client experience is because from working on projects for a lifestyle brand is what got me hooked on that niche. And it was an amazing experience that I will never forget. There was a lot of blood, sweat and tears, but also huge rewards of such an accomplishment. The International Fleet Catalogs were printed overseas in France and Germany–and being the designer, I had to be there with my team for the press checks {color balance, making sure nothing fell off, making changes while on press}. Twice a year for 2 weeks at a time. With traveling and sightseeing on our time off. Not too shabby, eh?

 
 The client's direction was to showcase their best ship in a variety of destinations their fleet sailed to. The montage was the best solution {at the time}. I would create a low resolution mock up of the montage, and then we would have digital retouching masters create the higher resolution version as they were converted to large posters.

The client's direction was to showcase their best ship in a variety of destinations their fleet sailed to. The montage was the best solution {at the time}. I would create a low resolution mock up of the montage, and then we would have digital retouching masters create the higher resolution version as they were converted to large posters.

 
 The table of contents was an area to be more creative.

The table of contents was an area to be more creative.

 
 The overall layout was based on architectural information design. Very grid-like. This was a spread from one of the ship's deck plans, which an outsourced technical illustrator created for us.

The overall layout was based on architectural information design. Very grid-like. This was a spread from one of the ship's deck plans, which an outsourced technical illustrator created for us.

CELEBRITY CRUISES INT'L  |  WESTWAYNE GROUP [aka 22 squared]

Back in the late 90s, I worked at one the largest ad agencies in the South when I lived in Tampa, FL. I worked almost exclusively on the Celebrity Cruises account for 2 years, creating 90-page International Fleet Catalogs in 20 different languages, Itinerary Guides, Menus for restaurants aboard the ship, and Domestic Brochures. Celebrity Cruises' brand is luxury, relaxation, cruising in style. 

The reason I'm including this older client experience is because from working on projects for a lifestyle brand is what got me hooked on that niche. And it was an amazing experience that I will never forget. There was a lot of blood, sweat and tears, but also huge rewards of such an accomplishment. The International Fleet Catalogs were printed overseas in Germany–and being the designer, I had to be there with my team for the press checks {color balance, making sure nothing fell off, making changes while on press}. Twice a year for 2 weeks at a time. With traveling and sightseeing on our time off. Not too shabby. And the Domestic Brochures were printed in Pasadena, CA – which is where I fell in love with California and moved to 6 months after the press check.

 
 The cover of the International Fleet Catalog. Luxury just oozing out. Tabs on the side for quick access to sections of the catalog {a printer's nightmare}.

The cover of the International Fleet Catalog. Luxury just oozing out. Tabs on the side for quick access to sections of the catalog {a printer's nightmare}.

 
 The destination section of the International Fleet Catalog gave a description of the area, excursions and map/itinerary.

The destination section of the International Fleet Catalog gave a description of the area, excursions and map/itinerary.

 
 When a new ship was being built, we designed marketing materials for the travel agents. Since there were no photos of the ship to use, we hired an illustrator to create the imagery. One of my favorite projects.

When a new ship was being built, we designed marketing materials for the travel agents. Since there were no photos of the ship to use, we hired an illustrator to create the imagery. One of my favorite projects.

BEYOND THE MUSCLE

I met Scott Olsen, owner of Beyond the Muscle, when he was giving chair massages at the yoga studio where I take my yoga flow classes. Right away, I was hooked – he was different. Then, I noticed his business card and how it lacked “design”. So I asked him about his business because 1) I needed a masseuse and 2) I would love to give his business a great branding system. He was new in town and had just started up Beyond the Muscle. So I told him about what I do, gave him my business card {I always carry them with me no matter what – you just never know} and told him I would love to work with him in both aspects. The timing was perfect.

Scott does not give massages, but rather soft-tissue treatment for recovery from injury or chronic pain. Plus he re-educates you on movement, posture, breath, and therapeutic exercises. He can tell so much about your body by laying his hands on you, feeling the fascia, muscles and tendons. And then he goes about working out the kinks and scar tissue, loosening up joints and tension.

When we did the initial discovery session, he knew exactly what he wanted for his brand, which isn't always the case with startups. I fleshed out his vision for the logo, which includes the Enso symbol – meaning absolute enlightenment, strength, elegance, and the universe – inspired by his martial arts and Chinese medicine training. From there I created business cards and postcard handout concepts that portrayed his brand expertly. Since he is still building his business, this is as far as we've gone. Unfortunately for me, he created his own website – in Squarespace, of course. But he appreciates my art direction and input.

 
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 Business Cards:  I designed 6 different front sides to represent the various athletes {professional as well as everyday kinds} with a common back side.

Business Cards:  I designed 6 different front sides to represent the various athletes {professional as well as everyday kinds} with a common back side.

 
 Promo Postcard Handouts - Concept Stage

Promo Postcard Handouts - Concept Stage

 Promo Postcard Handouts - Concept Stage

Promo Postcard Handouts - Concept Stage

gaia day spa

Gaia Day Spa was one of my first clients when I started my solo-creative career.

I met Rhana, the owner, by chance at the 2006 Festival of Arts where I was volunteering at Young Audiences of San Diego booth. I walked around after my shift was over, and a booth of beautiful canvas photography that looked like paintings caught my eye. The photographer's name was Joy, so of course we bonded over our shared names [it's my middle name], and the same visuals we both loved. While we chatted, her good friend Rhana came by.

One thing led to another and I was hired to refresh the Gaia Day Spa branding, starting with the Services Menu, Gift Certificate, and a slight Logo update. Over the course of several years, I created Window Banners, Magazine Ads, redesigned the Website and even designed Gaia's own line of Skin Care Product Packaging! 

 The Logo Refresh: Simplified with a more current aesthetic

The Logo Refresh: Simplified with a more current aesthetic

 Riveria Magazine Half Page Ad

Riveria Magazine Half Page Ad

 Services Menu

Services Menu

 Gift Certificate, Services Menu, Package Design

Gift Certificate, Services Menu, Package Design

 Back in the day of old HTML Websites =)

Back in the day of old HTML Websites =)

HYDRANGEA COVE, north pacific beach/south la jolla

Hydrangea Cove is a beach cottage lover's place to shop for home décor! You walk into the shop and you just feel at home. In 2015, I was referred to the shop owner by a colleague of mine as the owner needed a graphic designer who was also knowledgeable of social media marketing to amp up sales. It was a win-win! Over the past couple of years, I have helped Hydrangea Cove not only increase their online social presence but also bring in foot traffic. Projects have included posts for Instagram, Facebook and Twitter; e-blasts via MailChimp and promotional Postcard Mailers. 

 Grand Opening of New Location Social Promo

Grand Opening of New Location Social Promo

 Christmas Season Social Promo

Christmas Season Social Promo

 Summer Social Promo

Summer Social Promo

 Valentine's Day Social Promo

Valentine's Day Social Promo

 Eblast for New Location Promo

Eblast for New Location Promo

 Holiday Postcard Mailer

Holiday Postcard Mailer

rashelle roberts, creative business coach

In 2013, a fellow graphic designer friend had referred me to RaShelle to rebrand her coaching identity as her direction was shifting. RaShelle has been a mentor to hundreds of creatives {including my friend} over the course of over 20 years. She knew the design industry as she was once a creative business owner. It was time for a brand refresh.  

Little did they both know how badly I needed a life-business coach at that time. I was lost in my career, bouncing from one freelance gig a design studio to another, and then back to working directly with my clients. Every time I came back to my studio, it felt right, and it made me happy. But I just didn't know how to make it stick, how to get clients, how to market myself, what my voice was, what my goals were. Just bumbling around, knowing it wasn't what I wanted. And RaShelle was the answer to my prayers.

While RaShelle coached me into the right direction, helping me find my voice and make me shine; I was creating her personal brand that translated into her business brand. She is a deeply feeling creative soul and artist, free spirit, a lover of yoga, meditation, bright colors, and butterflies. We needed each other, we clicked, we got each other. It was magic, and it was meant to be.

Mood boards {aka style boards} are always the first step after a discovery session in creating the right vibe for any identity. It lays the foundation for setting standards of color palettes, typography and font hierarchy, icons, graphics and imagery. And that's where RaShelle found her identity. We then we built it into her website, handouts, social media profiles, and Powerpoint presentations.

 The Logo includes her Handwritten Signature as the Font

The Logo includes her Handwritten Signature as the Font

 The Business Card: no frills, simple, clean as she wished

The Business Card: no frills, simple, clean as she wished

 Title Page for the Powerpoint Presentation

Title Page for the Powerpoint Presentation

 Sample Slide in the Powerpoint Presentation

Sample Slide in the Powerpoint Presentation

 The Original Concept for the Website

The Original Concept for the Website

 A Newer Concept in the Works...

A Newer Concept in the Works...

When you are creating your website, sometimes the first and second rounds that you thought were perfect then, are now not what you are today. We evolve and refine, and that is normal. RaShelle's current website reflects some of the original designs and branding that she loved, but it's not quite right yet. Artists are perfectionists!

SDSU | SOCIAL POLICY INSTITUTE | STRATEGIES 2.0

In Summer of 2016, I was awarded the opportunity to work with a local college's {SDSU} Social Workers training platform, Social Policy Institute {SPI}, to develop a logo with branding guidelines and various training collateral designs for one of their programs, Strategies 2.0. SPI's mission is to increase the well-being of people by engaging, working with and inspiring our partners, community stakeholders and policy makers. And, Strategies 2.0 is a partnership between the Child Abuse Prevention Center, Children’s Bureau of Southern California, and SDSU Social Policy Institute. 

The client wanted something clean, colorful and to show collaboration. The icon above the letter "i” represents the child supported by Social Workers / Training Staff and family.

Training collateral includes Binder Covers and Inserts, Handouts / Flyers, and Powerpoint Presentations.

 Logo Design

Logo Design

 PPT Title Page Template Design

PPT Title Page Template Design

 PPT Master Page Template Design

PPT Master Page Template Design

 PPT Closing Page Template Design

PPT Closing Page Template Design

SDSU | SOCIAL POLICY INSTITUTE | IHSS

Since SDSU/SPI was so pleased with my work on Strategies 2.0, they hired me again to design branding guidelines and training collateral, based on some existing designs, for other programs of SPI under their program IHSS {In-Home Supportive Services Training Academy} for disability care. IHSS-TA designs and delivers competency-based training to increase the quality and outcomes of care for those served.

Training collateral includes Binder Covers and Inserts, Handbooks, Handouts / Flyers, and Powerpoint Presentations.

 IHSS Disabilities Handbook Cover

IHSS Disabilities Handbook Cover

 IHSS Disabilities Handbook Interior Page

IHSS Disabilities Handbook Interior Page

 IHSS Disabilities PPT Title Page

IHSS Disabilities PPT Title Page

 IHSS Disabilities PPT Divider Page

IHSS Disabilities PPT Divider Page

 IHSS Fair Labor Standards Act Training Binder Cover

IHSS Fair Labor Standards Act Training Binder Cover

 IHSS Fair Labor Standards Act Handbook Page

IHSS Fair Labor Standards Act Handbook Page

 IHSS Sample Flyer

IHSS Sample Flyer

 IHSS Provider Orientation Guide Handout

IHSS Provider Orientation Guide Handout

ID ANALYTICS  |  2010 ADVANCE CONFERENCE

I had the privilege to work with a well-respected and known software company, ID Analytics – a leader in credit and fraud risk solutions with patented analytics, proven expertise and up-to-the minute insight into consumer behavior. I was hired to design their conference branding campaign, and with a nice budget! The projects included the conference logo, e-blasts, printed invitation package, workbook/program, Powerpoint presentation, name badge lanyards, and wayfinding signage. The branding was used for future conferences even though I was not the designer [new marketing management, go figure}.

 Conference Logo

Conference Logo

 The E-blast, Workbook/Program and Invitation Package

The E-blast, Workbook/Program and Invitation Package

 The Workbook/Program: it included the agenda, speaker bios, hotel information, and blank pages for taking notes. It was a hit!

The Workbook/Program: it included the agenda, speaker bios, hotel information, and blank pages for taking notes. It was a hit!

 Inside the Workbook/Program

Inside the Workbook/Program

LOCAL JUICE CO.

A client of mine, who was a successful business mentor, went into the juice business in 2014, which also included tonics and elixirs. He discovered a passion for improving the health of those in his community and his goal was to create “the best juice on Earth”. He asked me to help with the design – which I jumped at the chance since I started getting into cold-pressed juices. But together we decided on the name, the bottle shape and type of label. He started out with just 6 juice varieties: all organic, fresh, local, and cold-pressed. Local Juice Co now has about 11 juice varieties.

And you've all heard this story before: There is was no budget for anything else beyond the logo, a few flyers, and first 6 label designs. And he wasn't ready to amp up marketing since it was just him and a few staff, and kept it all on the down-low. So, anything you see in print or online does not have my name associated with. I would have loved to give him the best branding with websites, social media and promotional material. >sad face< BTW: His juices, tonics and elixirs are tasty!

 The Logo was printed in white on a clear label.

The Logo was printed in white on a clear label.

 A Bucket List to be had!

A Bucket List to be had!

 Green with Envy

Green with Envy

 Drink it Cold!

Drink it Cold!

CUSTOM INFOGRAPHIC DESIGN

An infographic {information graphic} is a visual representation of what I call, “bite-sized” information. Basically, they help simplify and communicate large amounts of information and data quickly and clearly that would otherwise bore or overwhelm the reader. With engaging and captivating graphics, the data is easily understandable at a glance!

While infographics reached their peak in 2013, they are still an excellent content marketing tool and effective way to generate awareness online. But they need to be socially shared to drive any traffic to your site and get your ROI. Just posting them on your website isn't going to do anything, and they have to be a part of your global marketing strategy plan, not just a one-time deal.

Below are some of my favorite infographics I've created in the past 5 years.

Clicking on each image will take you to the full-sized version of it on my Visual.ly portfolio website.

 

 A Whiskey Infographic for Palms Casino &amp; Resort via Internet Marketing Inc client.

A Whiskey Infographic for Palms Casino & Resort via Internet Marketing Inc client.

 How to Plan a Destination Wedding for Couples Resorts via Internet Marketing Inc client.

How to Plan a Destination Wedding for Couples Resorts via Internet Marketing Inc client.

 An informational infographic about HSA Foundation via Leavitt Communications client.

An informational infographic about HSA Foundation via Leavitt Communications client.

 The Future of Lifelong Learning for Knewton via Visual.ly client.

The Future of Lifelong Learning for Knewton via Visual.ly client.