In collaboration with the Fitbit team, I designed a series of watchfaces to complement the design of their latest smartwatch, Versa. The goal was to create engaging, modern and elegant interfaces that are in harmony with the Industrial Design and product color palette. Layer is pre-loaded on the new device and featured on the product packaging, POS, marketing materials and advertising. Light and Nelson are available in the Fitbit app.
Role — Art Direction, Graphic Design, UI Design
Client — Fitbit
Studio — level
Ad — Fitbit
Stockwell is an Oakland based technology start-up redefining the convenience-retail experience. Using computer vision to identify product, Stockwell simplifies the shopping experience, offering an effortless interaction—unlock with your smartphone, take what you need, and walk away. Convenience and connectedness is not the only thing that makes this brand unique—the curated selection focuses on quality, health, small business partnerships and needs based on store location in order to provide customers with the best offerings.
Role — Creative Direction, Art Direction, Design, Strategy
Studio — level
Client — Stockwell
Murmmr is a luxury cannabis accessories start-up with a vision to elevate the industry with beautifully crafted objects, reducing stigma and providing safety and security to inspire a new generation of consumers. I created the brand identity in tandem with the Industrial Design team at level that developed the product design.
Role — Creative Direction, Art Direction, Design, Strategy
Studio — level
Client — Murmmr
The dream-like photography in Il Sogno transports you into the world of Italian Cinema, rich with family drama, passion and murder. The photographer’s compelling work, printed on impactful newsprint format, is highlighted by darkly poetic text that creates a distinct blend of beauty, bleakness, and a jolt of madness.
Role — Creative Direction, Art Direction, Design, Story Development, Strategy
Agency — GRIP
Client — Lorella Zanetti
Below are a selection of Logos & Wordmarks created for a wide range of organizations. Each work has been designed to express the identity and soul of each brand.
Level is an Industrial Design studio located in the Dogpatch of San Francisco. I joined the studio in their early days as Lead Graphic Designer, providing brand guidance, strategy and design for the studio and branding services for clients. Together, our mission has been to build a positive future in our work, and in the design community.
Role — Creative Direction, Art Direction, Visual Identity, Digital Design, Print Design, Brand Strategy, Social Media Strategy, Communications, Marketing
Studio — level
The driving experience is something that is multi-sensory, these brochures aim to capture this notion through pleasurable tactility, exhilarating imagery and informative illustration —highlighting the engineering for which Acura’s exceptional reputation of performance, luxury craftsmanship and dependability is built upon.
Agency — GRIP
Client — Acura
TLX Photography — Todd McLellan
A newspaper was created as a recruitment tool to attract highly skilled students to GRIP's apprenticeship program. Stories and advice from Alumni of the program were featured as well as agency leadership. The Juicer Press success was it attracted in an overwhelming volume of applicants to the program.
Role — Creative Direction, Print Design, Web Design, Illustration, Strategy
Agency — GRIP
A book made to introduce and generate excitement for Acura's flagship vehicle, the RLX. The story of this premium vehicle is brought to life with original photography and a luxurious feel using the finest papers, premium print finishes and innovative binding.
Role — Art Direction, Print Design, Strategy
Agency — GRIP
Design Partner — Nancy Ng
RLX Photography — Chris Gordaneer
When the new Audi A8 launched, we created these beautiful book sets to educate dealers about the vehicle’s many features—notably an innovative touch pad that recognizes finger-traced letters. This feature inspired us to create a whimsical A to Z alphabet book, case bound, with pages of thick card stock. COnstructed with matte black cloth covers and a glossy black foil emboss, embodying the refinement of Audi’s new flagship luxury sedan.
Role — Art Direction, Print Design
Agency — Lowe Roche
Client — Audi
Intercreate is an independent firmware and electrical engineering agency based in San Francisco. Collaboration with clients and business partners is the keystone of its business, and the central characteristic in this brand identity package.
Role — Creative Direction, Visual Identity, Print Design, Web Design, Strategy
Client—Intercreate
Studio — level
Switch Light is an object with no defined top or bottom in a traditional sense. This is because it has two functional sides, one to receive light and one to emit light. The button-less device is turned over and a tilt switch—hidden in the object—turns the light on. The result is a liberated experience where light is free to move around the home or outdoors. The size is large enough to cast a pleasing amount of light while being small enough for a child to turn over with their hands.
Role — Art Direction, Print Design, Packaging Design
Industrial Design — Brian Paschke
Brand Design for a sustainable methods farm in Northumberland County, Ontario. The owners, a city-turned-country farming couple, are passionate about growing in an ethical fashion, selling at farmers markets and through the CSA delivery program.
Role — Creative Direction, Print Design, Packaging Design, Illustration, Strategy
Client — Black Tractor Farms
Celebratory, Diverse and Iconic. These words are the building blocks for this Canada 150 logo. The vibrant colours symbolize the diversity of Canada’s many cultures. The multi-coloured lines represent fireworks celebrating the joyous occasion and collectively form the iconic maple leaf.
Role — Creative Direction, Design
Exhibited — the150logo.ca
Inspired by a quote of Charles Eames, this piece exhibits typography set in a 3D format, physically constructed of small details but as the quote describes, it is about the entirety of the object’s design which makes it whole.
Role — Creative Direction, Design
Exhibited — Creative Type Four, Cooper Cole Gallery, Toronto, 2012
Industrial Design — Brian Paschke
Inspired by compressed emergency clothing found in Japan, these sugar cube-sized objects expand into full-size cleaning cloths when placed in water. To emphasize this miniaturization, the cubes are packed into little boxes approximately the size of an ordinary dish sponge. Each box is assigned with a colour depending on its quantity for easy identification. The white cube graphic on the box conveys actual size of the product. Minimal copy with many translations plus the use of infographics make this product internationally friendly.
Role — Creative Direction, Packaging Design
Product Creation — Brian Paschke
