BUILDING BRANDS THAT WORK IN THE REAL WORLD

Led a full brand identity refresh for Crosslake Heating, Cooling & Plumbing, creating a cohesive system across logo, standards, and customer-facing touchpoints to unify a fragmented brand experience. The goal wasn't just a new logo, but a system that could scale across services while staying recognizable and easy for teams to use. Role: Art Direction, Brand Identity, Brand Standards, Customer Personas

Created a public awareness campaign educating homeowners about the threat of Emerald Ash Borer and promoting preventative tree care through coordinated digital and print marketing materials, educational graphics, and short-form animated videos designed for social media. Impact: Short-form animated videos created for the campaign gained strong engagement and helped expand the campaign's reach online. Role: Art Direction, Campaign Design, Motion Graphics, Social Media Content

Designed the visual identity and marketing materials for the Plant Health Care Summit, supporting a cohesive brand presence across event promotions, signage, and attendee materials. Developed for Rainbow Tree Company's annual industry event. Role: Art Direction, Event Branding, Marketing Design, Environmental Graphics

Created a series of editorial illustrations for Atlas Obscura, translating complex distillation concepts into a cohesive visual language that supported storytelling across the article experience.