Selected Work
Below are examples of the range of problems I tackle, helping each brand uncover opportunities and reveal its value.
I support brands in being engaging, confident, and memorable.
Much of my work comes through design consulting within agencies and brand teams. Confidentiality often limits what can be shared publicly.
ENDUST
The Challenge
Endust had a very static brandmark and architecture that did not match their new energetic positioning. They needed a rebrand that communicated their "Clean-It-And-Go" strategy and help stand out in the cleaning aisle.
Approach
Working as design consultant, I created a new brand mark and packaging architecture that personifies the fast and easy motion of using the product while simplifying the visual language.
Impact
The product was easier to find, easier to understand, and more aligned with the brand’s promise. The redesign set the stage for stronger sales, clearer choices for shoppers, and a brand built to stay relevant over time.
FILTRETE
Challenge
Filtrete needed a brand mark that could clearly express filtration performance across an expanding product line.
Approach
As a design consultant, I created the original Filtrete wordmark, using the typography itself to visualize the act of filtering—establishing the brand’s core idea and visual foundation. This sharpened shelf recognition, reinforced performance, credibility, and created a scalable system for expansion.
Outcome
The result was stronger conversion at point of sale, protection of premium pricing under 3M, and more efficient growth across new SKUs.
DE BOLES
Challenge
DeBoles was born in the health-food channel, where shopping was slower and more deliberate. Moving into mass retail meant the existing packaging would disappear on shelf and feel confusing across a broad product range.
Approach
Working with an agency, I developed a more focused brand mark and new packaging architecture that leveraged existing brand equities while introducing a clearer hierarchy—sharper segmentation and a more commanding shelf presence.
Outcome
Greater shelf visibility, simplified shopping, protected premium pricing, and faster product launches.
OUR FAMILY
Challenge
Our Family's existing private label brand mark lacked clarity and presence. It didn't reproduce well across applications and had low recognition on shelf.
Approach
Working with an agency, I stripped the mark down to its essentials, using a hand-drawn script to preserve its authentic, family-rooted sense of trust, and leaf motifs referencing the original tree equity, suggesting freshness and quality. The result feels approachable and captures the brands no nonsense personality.
Outcome
Stronger shelf recognition, legible at any size, and a durable foundation for future packaging—simple marks that work everywhere, reflecting my focus on clarity and usability over style.
FUJIFILM SERVICES AND SOLUTIONS PROGRAM BROCHURE
Challenge
With 13 distinct data service offerings, Fujifilm needed a flexible, cost effective sales tool that could clearly present each service without overwhelming prospects, or requiring 13 separate booklets.
Approach
I developed a unique, customizable trifold brochure with an interior pocket and individual service inserts. This streamlined system allowed the sales team to tailor materials for each conversation while eliminating the need to produce and carry 13 separate booklets—reducing production costs, simplifying updates and creating a more focused and cohesive sales presentation.
Outcome
More confident salesmen and more strategic pitches led to greater sales and client clarity and confidence.
INTERNATIONAL FINE ART FUND
Challenge
This emerging organization needed an identity that established a strong and credible presence for the artists they sponsor.
Approach
The brief called for something colorful yet relevant. I used simple, clean letterforms with a twist: the A is formed by the two Fs, creating a subtle, clever detail. Bright unexpected colors give the mark energy and personality, reflecting the artists it represents
Outcome
This new identity gave the organization credibility, giving atists and investors alike greater trust—leading to greater engagement and stronger results.
