CONCEPT GALLERY
My portfolio contains freelance work, original logo designs and awards received.
This gallery contains theoretical rebranding projects and print advertisements featuring real and fictitious entities. These projects were not created for profit or solicited by the companies they represent: rather, they represent my skills as a graphic designer and are shown here for that sole purpose.
I hope you enjoy what you see.
ARMOR ALL LOGO
REDESIGN & BRANDING
Armor All was created in 1962 and originally called Tri-don. 48 years later, the company has a plethora of car care products and name brand recognition for DIY car enthusiasts everywhere, but its logo has barely been reworked.
This theoretical redesign replaces the “Viking” used in current marketing collateral with a sleek, updated automotive look and feel.
Modern typeface and chrome accents add a level of crispness while reflecting the Armor All product line. The strong emphasis on type negates the need for a mascot.
To emphasize the automotive focus of the identity package I integrated reflectors with the “a” of Armor All, tire tread with the business card design and a torn paper effect revealing yellow road lines on the letterhead and envelope.
CURRENT
CENTER FOR DESIGN
FICTITIOUS CLIENT
This project was initiated by graphic arts professor Don Petrelli, with out who I would not be a designer today.
The design is for the school he would open if money were no object. An institution housing all areas of design, with programs connected by a fixed set of aesthetic principles.
The precept is that a centralized school of design, where students could learn a myriad of sub-fields do reach their full potential as designers.
CURRENT
RITE AID
REDESIGN & BRANDING
Rite Aid, the 3rd largest drugstore chain in North America, was established in 1962. According to financial analysts it has a larger margin for growth potential than its competitors, CVS and Walgreens.
“At Rite Aid, we have a personal interest in your health and wellness.”
– “Our Story,” Rite Aid website
This sentence directed my theoretical rebranding. I replaced the current shield logo with an easily recognizable medical cross, representing service. The color palette of red, white and blue remains, but is refined and modernized with a softer blue and brighter red.
A large portion of Rite-Aid’s profits are derived from generic products. I updated the imperative bandage packaging design with attention-grabbing graphics that better compete with name brand products – and developed two print advertisements.
SPCA
SOCIETY FOR THE PREVENTION OF CRUELTY TO ANIMALS
REBRANDING & CAMPAIGN
This project was one that is close to my heart. My goal was to improve the SPCA’s color palette, and offers print advertisements for adoption and awareness campaigns. The current SCPA logo is green and blue. I chose a warmer color palette and typeface, to update the logo. The fictional campaign used expressive photos to engage the viewer’s attention and encourage pet adoption. Who could resist those eyes?
CURRENT
