DELL EMC: The Great Xscape Las Vegas, NV Work done at iStrategyLabs
The Great Xscape is an interactive brand experience incorporating the surge in popularity for Escape Rooms and IT Professionals attending Dell EMC World 2017 in Las Vegas. My role on the creative team was to design the aesthetic and overall feel of the activation through the development of mood boards, collaborating with industrial designers in house and at Mirror Show to create design assets and renderings, developing the puzzles and challenges, in addition to working with a copywriter to develop a narrative, and being an active participant in the set design, construction, wardrobe and post editing of the interstitial video that would lead guests through the experience.
The challenge room stood amongst Dell EMC's latest displays at their annual trade show and hosted groups of 10 at a time to beat the clock and take on the RFID incorporated puzzles featuring specific products, competing for the quickest time. Over 350 users participated in the activation and it is set to be deployed at VMWorld 2017.
The InfoDev, a branch of the World Bank, founded and operates seven incubators that focus on innovative climate change mitigation technologies across the globe. These centers provide much-needed funding, mentorship, and networking.
Entrepreneurs were expected to provide business data on a quarterly basis — collected through surveys and personal interviews conducted by incubator leadership. Despite the great resources and funding provided by InfoDev, the incubator leadership teams were challenged to collect regular and complete business data from the entrepreneurs, while they were part of the incubator, and any data the business had ‘graduated out’ of the year-long program. The composite business data of those within the incubator and their success after graduating out is essential to the individual incubators proving their success and garnering funds, both from the World Bank as well as additional outside sources.
We spoke with local DC based incubators and realized that the crux of the entrepreneur life was a high-pressure system with huge demands on their time, focused almost solely on ensuring their business’ success — while being consistently ‘on-the-go’. They have little time to do anything not viewed as having a business value associated with it.
So, we needed to create a value-based relationship around the exchange of this data that was independent of the acceptance to the incubator and its associated funding.
Working with the World Bank, we interviewed the Nairobi incubator leadership and some of its entrepreneurs, to understand the current responsibilities and pain points. While no initial data we had collected was altered, what we also realized was that there are significant challenges to their cellular systems.
Most entrepreneurs had access to the latest technology, but the best mobile data connection they had was 3G (even in a city as large as Nairobi). This precluded our ability to suggest any large data management software or mobile application.
Our final recommendation was a business data management, cloud-based software system. At its core, the system focused on the entrepreneur’s ability to manage and understand their business data in a convenient way. Profiles are set-up based on application data by incubator leadership, and then updated incrementally by the entrepreneur, allowing them to continuously see into their business through added data points. Administrators of the system are able to pull the data down from the backend and see the success of their incubator in real time. They can also see when certain businesses are in need of assistance and begin to see trends for success that will better enable them to help future entrepreneurs.
AD: Paul Best
Nickelodeon: Cousins For Life New York, NY Work done with Viacom
Title cards designed for the premiere of Nickelodeon’s new series Cousins for Life (2019).
The Squeeze Juice Bar & Cafe Takeaway Packaging
The concept I developed for this takeaway packaging is derived from the Garden of Eden, forbidden fruit, temptation, and seduction. For this project I wanted to create a brand that would be iconic via guerrilla marketing and social media popularity. I wanted to create a brand that each time a consumer would reach for their cup they would want to take a photo of it and post it on their instagram or snapchat. The imagery would drive someone to seek out and visit the business and wish to experience the underground and edgy atmosphere that the brand has to offer.
The Squeeze Takeaway Packaging won a 2016 District II Silver ADDY Award
Blurb Magazine Editorial: A Million First Dates
Blurb Magazine The Pennsylvania College of Technology
I wanted to create a spread that could possibly appear in a high-end art and culture magazine that would encompass the commercialism of the the digital age, specifically in the 1980's, and the destruction of cultural aspects it has brought.
I juxtaposed digital elements over techno colored classical art from the Rococo period. The paintings appear to be melting off of the print pages, a form of communication that is constantly accused of becoming obsolete due to technological advances.
Amtrak Washington, DC
As an intern at Amtrak I had the opportunity to work in the National Branding and Marketing Headquarters at Union Station in Washington, DC. I worked with two members of the branding team and created print ads, logos for trains across America, toys, merchandise, a branding and logo guide for the company's use, and more.
Logos created for the San Joaquin train that travels between San Francisco Bay Area / Sacramento - Bakersfield / Southern California
A logo created for the Surfliner train that travels between down the coast of California
Logo lockups created for the seasonal Winter Park Express train that exclusively travels from DC to Winter Park Resort in Colorado from January to March. Check it out here.
Full Page Ad
Trains, Railroad Magazine, Ride
Half Page Ad
Trains, Railroad Magazine, Ride
Bus Livery for the Florida Thruway shuttle services.
Logo & Branding Guidelines
A project I proposed as the capstone to my internship- a resource that could be used for contracted creative and internal usage.
The resource begins with outlining how and where to use the Heritage Logo and then delves into the two other most prominent marks.
Paint Scheme Guide
A problem I noticed upon being hired was that often times agencies hired for creative and even amongst the company people simply did not have access to or were not aware of the correct contexts for the different train paint schemes and which are active and inactive across America.
Birmingham Civil Rights Institute
A direct mail piece for the Birmingham Civil Rights Institute, set to appeal towards younger donors. The flow of this piece was created to encompass the following pillars: "Witness" is the first panel, exhibiting pictures from police interactions with protestors in the 1960's. "Understand" shows pictures of modern day protestors. "Connect" displays the events at BCRI in which people may engage and participate, and lastly. "Act" is a panel giving information on how to donate.
Guitarley's Custom Guitars and Repairs Williamsport, PA
The Guitarley's re-brand strives to evolve the image of specialty guitars and repair services, delivering to customers a unique and intimate experience when commissioning a custom guitar and handling their favorite instruments.
The goal was a luxurious expression of the Guitarley’s brand that successfully communicates the artisan nature and specialty services offered to music hobbyists & enthusiasts alike. The deliverables for this project included a logo, stationery, a services booklet, a style guide booklet, stickers, t-shirts, and invoices.
The Guitarley's Logo won a 2016 District II Gold ADDY Award
*I'm currently in the process of updating these photos. Check back soon for a more sleek show of the many design assets of this project!
Prestige Brands Social Content Rochester, NY Work done at iStrategyLabs
Social content for Dermarest®, Nix Ultra®, Nasalcrom®, and Sucrets®. I've been concepting, styling, photographing, editing and providing graphics for over 200 social posts since July 2016. Here are a few of my favorites: