digital

Mafalda Tenente Branding

April 12, 2017

With a background in economics and art, Mafalda Tenente had a unique problem when it came to figuring out how to present her personal brand: how not to isolate one group over another. I strategized with her on what the intersection of the left brain and right brain would look like visually; something corporate but not so much that the look would be seen as boring to a creative mind.

There are seven letters each in “Mafalda Tenente”. The number seven does have a bibliological significance, but according to numerology, it means so much more. Just as the Mafalda Tenente brand is about exploration and analysis of everything that is art, the number seven symbolizes the seeker, wisdom, endurance and understanding. In this logo, the “M” and “T” have double meanings.

The “M” is modified into a more mountainous shape to represent exploration. Creating the middle part of the M and extending over the mountain, the “T” with half the crossbar, creates the number seven and overarching wisdom.

The brand colors are influenced by the Far East and complement the symbolism of the logo. They also feel serious enough for a corporate application.

letterhead and business card

one-page branding guideline

Powerpoint/Keynote Presentation with multiple color options per slide

Fairwater E-Magazine Website

March 9, 2017

Fairwater started out of necessity between three friends who traveled all over the world on business trips. While on those trips, they had opportunities to explore during any downtime. After doing research for what to do during that time, they struggled to find websites and travel guides that fit their tastes and lifestyle. The three friends started to swap their own curated “guides” between each other and with other acquaintances and family members, who happened to travel to places where they have been.

Each guide read like an editorial of their experiences, from wandering around the dark streets of Shanghai after a late meeting to the best public bathroom they’ve ever seen in Dubai. A very wise aunt suggested that they post these guides online and Fairwater was born.

The concept of Fairwater is not to be just another information website, but an ethereal experience of wanderlust. It is an online magazine with editions released four times a year. Large artfully shot images, clever and simple copy, and a minimalist look highlight the lifestyle and aesthetic of the three founders. Each edition has an index page that leads to articles now written by multiple writers and features talented photographers.

There are city and country guides that live on the site as well that are updated periodically to reflect any new openings or closings of dining, cultural or retail institutions.

A store with highly curated goods that are made in various countries all over the world, is also included on the site.

Young Nails Email Blasts

February 24, 2017

To increase sales, customer awareness and customer engagement, Young Nails started to send out
bi-monthly or sometimes tri-monthly email blasts. Each blast was created to target new collections,
holidays or seasons, and existing product with product education. Each header image is unique
to the campaign, created to draw the viewer in a fun way that’s indicative of the brand.

Place your columns in this container.

Supersmile Amazon Banners

February 24, 2017

To add more brand presence to the Supersmile’s Amazon page, banners were
created for the head of the page. Each banner highlighted, products, videos,
or a general branding statement.

banner with video

Supersmile Online Store Redesign

February 24, 2017

main shopping page above the fold

A celebrity favorite, Supersmile’s unique dental systems and products promote whiter teeth
and overall oral health. The original whitening system was developed using a propriety
active ingredient that safely whitens teeth and can be used on a daily basis to maintain whiteness.

Some of their products are sold at a few retailers, but most of their business is made online.
They wanted to update their website to be more current, easier to navigate and responsive
for all platforms. The first step was to develop the shop section as it is the most
important for their business.

below the fold of main shopping page

The overall look is clean and clinical, but still boutique and sophisticated.
Product images are large and the information is minimal. An added element of engagement
is added with a social media section featuring images posted using their unique hashtag.

secondary page featuring product and purchasing options

Each product page dives deeper into the benefits of the product, how to use them
as well as suggestions of which products would pair well. There is also a splash
video featuring the product and its use.

site viewed on smartphone

Artists & Fleas Share-Your-Tote Contest

February 22, 2017

Facebook Header Graphic

Artists & Fleas started as a small marketplace in Williamsburg, Brooklyn where independent businesses could set up to sell goods ranging from vintage clothes to unique jewelry and beyond. They have expanded to a huge warehouse just blocks away from the original location, as well as a location in the famous Chelsea Market in Manhattan, and a bi-monthly pop-up in Venice, CA. They have transcended being just a destination for shoppers and vendors to a brand.

Time to time they hand out free tote bags donning their logo to shoppers. It both serves as free advertisement for the brand as well as a coveted item that shoppers use well after exiting the market.

Artists & Fleas wanted to engage their shoppers/fans/followers with an Instagram contest featuring their tote. Shoppers would simply take a photo with their tote, post it up with the hashtag, and could win prize packs featuring the vendors from the market. The campaign was designed using the established esthetics of the brand and actual Instagram photos that existed in their feed for a more authentic feel. The graphics were adapted for print, various social media platforms, and email blasts.

Instagram post

Postcard that is inserted into each tote bag

Seraita–Standard Wedding site

February 18, 2016

Weddings have evolved beyond the thermographed invites and rsvp cards with the prim rib menu choice. It’s now important for a couple to have a website with all the information for their guests.

For this website, the only graphic element that was determined at the time of development, were the theme colors. To keep it somewhat generic but without loosing the personality of the couple, simple elements were created that were then incorporated into all pre-wedding pieces (i.e. save the dates, respondence cards) An anthropomorphic illustration used their thumbprints standing on a “round hill”, alluding to the venue location. Banners were also an element that was used throughout the site and also featured on their pre-weedding print collateral.

The sections built into the site were informative as well as entertaining. Photography was a primary feature to appeal to the viewer, an FAQ section to answer all the detailed question a guest might have and the RSVP section made it incredibly easy for a guest to respond – no excuses for lost mail!

Hello Cello website

February 9, 2016

home page

Hello Cello, a brand-new organic limoncello company from Sonoma, CA needed a website to promote their product.

The whimsical design of the packaging was a great place to start for the overall feeling of this website.
Raining lemons, flying lemon-birds, and even a quick “CIAO” from the owner, keep the user engaged
and exploring the site longer.