The Women's Medicine Collaborative, part of the Lifespan family, is a one of a kind medical office, catering only to women. Using market research as a guide, the woman who "does it all" became the focus. Want to see inside the life of a woman? Look in her purse, if she allows. This campaign exposes her purse to portray the numerous roles a woman plays, assuring her that the Women's Medicine Collaborative does it all too.
+ Art Direction + Design + Photo styling
Homebrew Con Theme
Every year Homebrewers from around the world make the trek to Homebrew Con. In 2017, they descended upon Minneapolis, Minnesota. The vision of beer geeks descending on Minneapolis and its strong affiliation with Vikings, set the scene for the event. The Viking helmet makes its appearance throughout the event, on marketing materials and physically, as attendees took the theme further by wearing Viking helmets.
Concept and design theme used for print and digital advertising of the Homebrew Con event
Postcard distributed to homebrew shops to promote registration.
Each Attendee received a 152 pg Experience Guide which included a map, speaker bios and note pages to bring home tips and tricks.
T-shirt design, allowing people to rock their homebrew pride in style.
DIGITAL DESIGNS FOR EMAIL, BANNER ADS & SOCIAL
American Homebrewers Association
The American Homebrewers Association (AHA), looking to increase their membership roles, needed a bold way to attract new members. The rise of DIY'ers made the choice of focusing on hobbies an easy one. The ad ran in homebrewing and craft beer publications such as, Beer Advocate and Brew Your Own, where the reader is generally immersed in beer images. To attract the reader's attention this simple ad uses objects the reader wouldn't ordinarily expect, e.g. knitting. The AHA makes it clear that their hobby is simply better. The hashtag, #choosetohomebrew, was used on digital and print collateral.
The annual Great American Beer Festival is held by the Brewers Association (BA) every year in Denver, CO. As a part of the team at the BA I had the opportunity to have my hands on the pulse of the festival. Contributing to everything from design to logistics and eventually contributing to the creation of new sections of the festival. For the Brewpub Pavilion I created a type treatment and new booth design. I also contributed to the creation of The Backyard, creating fun photo backdrop experiences, and generating ideas for events on location.
+ Art Direction + Concepting + Layout Design + Exhibit Design + Photography + Typography
Type treatment designed and used for the Brewpub Pavilion booth and main idenity for collateral.
Signage displayed brewpub beers and brewery stats from different states.
In 2016, I kicked off an initiative to create more photo opportunities for attendees throughout the festival, promoting attendees to use the official GABF backdrops. In return, the use of these backdrops promoted the festival across social media and contributed to the fun aspect of the GABF brand.
The opportunity to create original art is not to be passed up; whether bringing a broom to the beach or fine tuning some blocks. Spending time with the professionals and students in Bradley Hospital's OCD program provided the inspiration for this story. Their story is presented on the two direct mailers seen here.
+ Art Direction + Concepting + Layout Design + Photo styling & Editing
Rhode Island Hospital
In a small room with a photographer, a model, and a radiologist, I art-directed the photoshoot for the new digital breast tomosynthesis. Finding a way to make large clunky equipment look sleek and appealing to two different audiences, patients and physicians, was a challenge, but one that I conquered. The multiple folds, clear envelope and positioning of the images brings the capability of the machine and the radiology department at Rhode Island Hospital to life.
+ Art Direction + Concepting + Layout Design + Photo Editing
The Brewer's Association's push to support "independent craft beer" began in 2016 with a kick off at the Craft Brewers Conference. I designed the Protect Craft t-shirt for brewers and craft beer geeks to demonstrate that the beer they choose is independent.