Huntingdon Humane Society

This branding package came about as a pro-bono design project with the goal of affecting my local community. The Huntingdon County Humane Society is a 501(c) 3 non-profit working to find forever homes for stray, abused, abandoned and surrendered animals from Huntingdon and Mifflin Counties. In order to build their visibility the Huntingdon County Humane Society was in need of designed materials that better communicate their organization. The series includes the new logo, brochures with business information and new member sign up form, business cards for shelter volunteers, and envelopes for membership mailings.

The National Group

While working with The National Group my key responsibility was to create a professional, cross platform image for the business. As one of the only FSC certified printers in the Greater Lafayette  Indiana area, The National Group was a hidden gem to many designers and marketing departments. Offering top of the line print products and same day service on many products, I can testify they give peace of mind to deadline ridden designers!

The National Group is Forest Stewardship Council TM (FSC®) Certified by the Rainforest Alliance. The FSC logo identifies products that promote environmentally appropriate, socially beneficial, and economically viable management of the world’s forests.

As a past print client and now consultant I wanted to make the new brand image consistent with not only their offerings but they strong values and mission. The key to this consultation was working directly with the staff to develop a consistent brand that staff could then implement and maintain once I was gone.

The Branding Manual

StandardWe started with a week in evaluation of the current brand image. What was the public seeing and what was The National Group staff saying? Were they the same message? Although The National Group is small with just under thirty employees, their internal understanding of the business was unclear. We conducted an in house employee survey which resulted in response from many long standing employees.

Between the website and social media the brand was also being used inconsistently on apparel and other publicly visible areas. The branding standard guide was created to share information with staff and also outside vendors on the overall look and feel of the company’s identity standards. In conjunction with their employee hand guide, this booklet was created to share the branding standards so that each project is executed with the highest level of craft.

The brand Standard book that contains Logo Standards, Color Options, Acceptable Taglines, Fonts, textures that go with the brand, logo use on embroidered items, etc. The Standard book was primarily an internal guide for employees. A one page guide with logo usage was created for outside venders such as apparel embroidery.

Website and Mobile Site

Next we evaluated the current website and the analytics of each page. Looking at click through rates and page hits we were able to establish top content and remove or relocate content that was getting lost. We evaluated the last 90, 60, and 14 days to compare numbers and page visits over time.
Something that was also missing were direct links to the social media pages on the home page and mobile site. This is something simple to add and is a key in creating a consistent cross-platform brand.

The mobile site was really created as a landing page for print clients to access emails and contact information for their print sales representative. In addition they could access hours, location, and social media news.



Social Media Branding

Screen Shot 2012-09-25 at 1.49.35 PMnew_facebook2

YouTube Page

In addition to Facebook and Twitter we updated the YouTube page. With no videography equipment and no budget the video was shot with an iPhone and edited in iMovie.



Arcadia Studios


This identity system was created for a client opening an architecture studio in Arcadia, Michigan. Reflecting on the local scenery and lake front vacation lifestyle, this branding system showcases the studio style architect Scott D. Lee was looking for.

Elements included in the print design package include letterhead, business cards, invoice form, graph sketch paper, and a standard label for tube mailing or box mailing. The web components included consisted of responsive web page for the studio, Additional items created for client were yard sign to be displayed at work site and vehicle decals for work vehicles. Color, design elements paper styles were chosen and incorporated with inspiration from the studio that would be the future home of Arcadia Studios.



Junior Jr. Organic Toddler Apparel

There is a growing organic market in this go-green world. Standards remain high both by the consumer and by the growing number of newborns with special needs. This line of toddler apparel was created as an emotional branding project. The overall look is intended to be organic and natural, focusing on the clothing and the needs of the consumer rather than a flashy brand.

S.P.F. Beach Bag + Towel

The S.P.F. campaign was created as a social awareness campaign for the seriousness of skin cancer. The theme was to create a group or federation of people that are there to protect your skin at the beach.

SPF came to mind and was changed from Sun Protection Factor to Skin Protection Fans. Accessories include a beach bag with built sunscreen and an extra bag holding a beach towel. The included beach towel has stove top burners and the tag “Don’t Cook Yourself” written across the bottom. The ultimate beach accessory!

Pinch Seasoning Line

Pinch seasoning was specifically created to be fun yet sustainable working against the general idea that packing is made simply to become waste.  By packaging Pinch seasoning in glass jars rather than plastic shakers, the consumer gets more product and less waste. A branded bamboo cutting board comes with the set of six seasoning containers. Cooking’s a cinch when…  all you needs a pinch!