This project was a limited “back to campus” national campaign for Target. The objective of the design was to pull in students and parents alike. This was achieved with a progressive youthful visual approach, full of texture, motion, and bright colors, combined with contrasting messaging that speaks with slang and attitude, while also summarizing the benefits of the product. I was solely responsible for the visual creative direction on this project while employed at TTI Floor Care North America. Credit goes to Corey Van Son for her fantastic copywriting on this project. Overall, the campaign was a major success, boosting sales 31% for the season, as compared to the previous year.

The Hoover Impulse system was the first full project I worked on at TTI under the creative direction of Jason Broadhead. From brainstorming initial concepts, to assisting in the direction of photography, planning CGI (courtesy of Indigo Studios), designing the manual, and creating digital assets for use on Hoover.com and Amazon — I was involved first-hand in each step. Consideration for layout, fonts, color, and atmosphere all followed the standards of what the Hoover brand communicates — a family-oriented lifestyle combined with a professional quality. Consideration for tri-lingual optimization was also applied.

Unstoppable is the latest campaign from HURST Jaws of Life. The campaign rests on a grungy aesthetic which communicates toughness and reliability. The compositions rely on bold imagery and type, which add to the "stands the test of time" look. I handled much of the production design on this campaign while I was contracting at the highly reputable advertising agency, Wray Ward. I favored working on this campaign out off all others while at WW, due to the sense of purpose it gave me. After my time in the military, it really felt good to be working on something that's connected to helping people again.

This project is a conceptual non-profit that promotes and sponsors an alternative outdoor therapy program for Veterans with PTSD. The entire project is a system creation, which includes an advertisement poster, website, informational brochure, and even keyrings. The identity is based on classic outdoor appeal, much like a summer camp. The colors are subdued and grounded in earth tones. This not only connects with the theme of the therapy system, but enhances it with a calmness and serenity that more vivid colors could not accomplish. The overall aesthetic separates itself from more traditional patriotic themes to emphasize a more neutral experience that promotes looking forward rather than backward.

This project was completed while working as an intern with the great people at Atypic, in Charlotte, NC. The task was to create a unique site experience that utilized standardized architecture, that way each dealer within the Freightliner system could maintain their own identity. Peach State Trucks is the original site the project is based on.

Freightliner brand standards are followed, but creative liberty is taken as much as possible. The color scheme is an homage to the blue skies and famous peaches of Georgia, as well as the dark asphalt of winding interstates. A highway map of the state is used minimally for texture, while solid colors and gradients are used more throughout to speed up load times. Fonts Acumin and Proxima Nova are clean and contemporary, while still maintaining an industrial character. 

This project is an annual magazine distributed by the National Council of Textile Organizations. The magazine is a collection of content relative to the world of textile manufacturing and distribution. I created this magazine while contracting at the highly reputable advertising agency, Wray Ward. 
The assets were provided by some of the great people I worked with.

My task for this project was to utilize the assets along with new content to create an updated issue for 2017. The base colors and fonts rely heavily on the brand standards of NCTO, though the layouts are completely unique. Bright colors were used as much as possible to communicate a more humanistic and friendly appeal. The angular layouts reflect the path that fabrics and thread take while being processed through textile machines — weaving in and around pulleys and conveyor belts.

This project is an experiment in the styles of yesteryear. My intention is to capture the essence of Victorian catalog ads and broadsides to highlight a contemporary product as if it were manufactured in the 19th century. A thorough investigation of printing methods, layout and typographic design of the period informs the work. This project was selected as a winning submission in AIGA Blue Ridge's 2015 Flux Student Design Competition.

This project was created for AIGA Charlotte's annual "Beer & Branding" event, for 2017. The idea was built around North Carolina culture, history, and environment. With the Ruby Red Grapefruit being the key ingredient, I only felt it right that the NC red wolf play the star.

I kept the colors dark and subdued to maintain a bold and serious tone, while integrating a touch of gold to maintain the organic connection to wheat, hops, and other natural, earthy, ingredients. The fonts are a combination of a copperplate inspiration and a bold sans-serif. This is to maintain that classic brewery style, but with an added touch of contemporary flair.

This project delves into package design inspired by my childhood intrigue for toy packaging. The design is based on a concept for a fictional figure line representing art students at UNC Charlotte. University colors are the basis for the brand, though more illustrative and characterized patterns and type are utilized to express the more creative side of art school.

The concept of this campaign is built around guerrilla marketing tactics, it adresses the role of the World Wildlife Fund in supporting endangered animals and their survival. The design establishes urgency, utilizing the very opposition that endangered animals face every day and presents that danger to the viewer as an interactive medium. The concept was conceived as a small group, while I took responsibility in applying the concept to visuals. Subdued colors emphasize the severity of the situation and enhance the uncomfortable event unfolding within the ad. The font, Bebas Neue, is cold and uncharacterized; rather unhumanistic. The viewer is placed front and center to establish that he/she is the most important factor for change in the conflict by becoming the visual barrier between the poacher and his prey.

This rebrand is an update to my Alma Mater's identity to fit a broader and more contemporary audience. UNC Charlotte prides itself on being a progressive, urban university. I am bringing these qualities to the forefront of the university's identity. Traditional qualities of collegiate design such as humanistic type, bold symbology and color are strengthened by the incorporation of contemporary elements such as a sans-serif font and a minimalistic layout. In achieving the primary goal to appeal to a diverse audience of faculty, staff and students, my update successfully retains the University’s classic appeal and better emphasizes its progressive style.

This cover design is an independent creation for one of my favorite novels. I find that covers for classic works of literature often lack a truly creative solution which best expresses the mood and setting of the story. The main typeface is based on old world typography sitting front and center in layout like the monolithic leviathan within. The colors represent the white of the whale and the dark cold depths of the ocean

This is an independent project, created as an exploration of double-exposure photography within graphic design. I contrast this contemporary trend by using famous work of classical literature as the subject. The layout is deliberately kept minimal to emphasize the vastness of the white space, an allusion to winter. The colors mimic a winter sunset by juxtaposing the cool blues and purples of the sky and snow with the warm oranges and reds of the sun on the horizon.

This project is a redesign of the popular, Ragnarök music festival website. The theme combines a mix of contemporary metal culture and style with Norse mythos. The color scheme is based on themes of the old Norse myth of Ragnarök, or the end of the world. The black represents the darkness of destruction and the Red represents the blood, passion, and violence that advances the archaic coming. The type is based on Germanic runes.

This volunteer project is an advertisement for a short film created by a young man named Joey Schweitzer, with the help of ReelWorks Studios in Charlotte, North Carolina. The story is about a boy who's on his high school's track team. He suffers from an eating disorder, which is made clear when he refuses to eat a cake his mother baked him for his birthday. The cake , which represents both the disorder and the boy, is the subject of the poster. The candle is snuffed out emphasizing the potential dangers of eating disorders, while the plate sits alone representing the isolation of the boy and his struggle.