Art directed and designed a visual identity for a Month of Service initiative at Interbrand. The Month of Service is a month-long corporate citizenship employee engagement activity, that allows employees to donate their consulting skills to a charity or a cause. The concept for the identity was inspired by how we (Interbrand) solve client's problems. Which is through reassembling and assembling our clients' offerings, aspirations in order to come up with the best flexible solutions for them. 

The visual thread of "assembling and reassembling" is weaved though the static and motion design applications, resulting in the visual experience that has a very kinectic and dynamic feel to it. 

Design Director and a lead designer responsible for creating the Children Hospital of Philadelphia's new brand identity. 

The goal of the project was to translate the brand idea of "Everyday Breakthroughs" into the distinct visual identity system that would differentiate the hospital from its competition. 

My process included, together with my Creative Director, creating the creative idea of "Space to [create]. And then designing the new identity system, creating design principles as well as leading the brand guideline development. 

Design Director and Designer for a pitch proposal for a new brand identity for Doctor's on Demand. 

Shoptellie is a chrome app that allows you to shop your favorite TV shows.

As a creative director and a designer on the project I defined the UI principles and created the website design as well as the chrome app experience. I also provided the development team with a UI tool kit and a style guide.

Lead development of a new visual identity for the University of Kentucky Healthcare.

Our main goal was to demonstrate the UK Healthcare's brand idea of "Power of Advanced Medicine". Our second goal was to ensure that the new identity will seamlessly co-exist with the University of Kentucky Brand ecosystem that consists of the university brand and a basketball team brand. The UK blue, as well as the logo icon design became the unifying elements across all three brands. 

As part of the process my team of designers and writers translated the brand idea into 4 unique creative territories. That were later developed into two full identity systems. In the end the  the client chose 1 visual identity system called - "Amplify" that I designed.

Advanced medicine creates a powerful impact that reaches deep, wide, and echoes back to fuel more advances.
This power amplifies hope. It amplifies results. It draws people in from near and far—enabling cutting-edge collaboration to take place. It creates ripples both expected and new.  
This is how we can reach and give a whole new level of care. We use advanced medicine to amplify every good idea and action we take. That is our true power.

The theme of "Amplifying" is represented through the graphic forms that have a notion of continuous advancement. The photography style amplifies the power of the land, the people and the impact of science. And secondary color palette heightens the power of the UK Blue. As a result the identity feels scientific and innovative, but at the same time sincere in a way it represents the state of Kentucky and its people. 

Bringing A Mission to Life

Parity is a faith-based LGBTQ-focused organization based in NYC, that creates open and nurturing spaces: 
• They do outreach work with LGBTQ homeless and at-risk teenagers in New York.
• And suppor LGBTQ people on the road to ministry

We created a new name and a new brand to help people embrace and express a powerful mission of the organization: that gender or sexual identity should be no barrier to faith.

My role was a Creative Director and a lead designer. I was responsible for setting the new creative direction for the brand. As a lead designer I created the logo and a new brand identity system. The new logo and identity was inspired by the concepts of "creating connections" and open spaces.  I worked with a junior designer on the creation of all design applications  that would reflect the new name and positioning of the organization such as:
• Website - parity.nyc 
• Crisis Cards: Vital information for smartphone-less teens
• Prayer Cards: Including congregations
•  Stickers: Easily, upliftingly branding anything! 
• Posters: Volunteer-friendly templates. Standing out in shelters
• Maps: Locating safe restrooms for transgender youth, (often attacked and shamed)
The new brand was launched at the end of 2014 to a great success. 

“We had double the number of teens applying for our retreat this year, and we had to add an extra retreat for our Pastors. Donations are up too! This new brand has meant the world to us.”
John Russell Stanger, Executive Director, Parity.

Narcifit, a super fast and simple way to answer your fashion related questions. Whether you want to know if those skinny jeans look good on you, or whether to get those leopard print stilettos, just snap a photo, post a question and narcifit will use crowdsourced generated feedback to supply quick replies to your questions. In return you can help other users by answering their fashion concerns. 

 • Came up with an idea and created a social mobile app for sharing and receiving fashion advice that uses crowdsourced feedback to help young women in  their 20’s and 30’s decide what to wear and buy 

• Created UX & UI (user research, competitive audit, user personas, user flows, wireframes, look and feel of the UI) 

More coming soon!

Design Director, leading the development of the infographic guidelines and a new illustration style for Medtronic.

The main goal was to create a brand standard on how to bring together different elements of the existing visual identity and show how those elements can work together to tell a compelling story grounded in facts, figures, and statistics to highlight solutions or outcomes. 

Second part of the project was to define a unique illustration style for the brand and create usage guideline for them. My process included working with an illustrator, first to create an appropriate style that would seamlessly work with the existing brand, and then to create various illustration types that would work across different types of communications.   

I translated the static principles of the visual identity system into motion, and defined motion experience for the brand.

I worked closely with numerous motion designers and a client team, to develop a collection of motion video elements for use across the Medtronic organization in order to insure that the brand not only looks, but behaves consistently across internal and external communications.  

FEED Supper - A Month-Long Dinner Party.

How do you raise enough money to share a million meals? Create an experience that everyone can share. FEED Supper: a month long dinner party. 

FEED’s goal was to create an event to provide a million meals for impoverished school children around the world. From September 16th to World Food Day, we invited people everywhere to host a FEED Supper for friends and family —but instead of bringing dessert, we asked guests to bring a donation. The movement gathered customer and corporate support, social media buzz, and enough donations for nearly 2 million meals.

As a designer and a creative strategist I was part of the the team that came up with this idea. 

Holiday season is a time to celebrate, inspire and give! I was a lead designer creating various product and home pages for Valentines Day and Winter Holidays for David Yurman's website.

The mission of the MIT Kavli Institute (MKI) for Astrophysics and Space Research is to facilitate and carry out the research programs of faculty and research staff whose interests lie in the broadly defined area of astrophysics and space research. 

As a lead designer I created a new logo and a new brand identity for the MIT Kavli Institute. The logo was inspired by the concepts of "bending time and space" and the identity took cues from the lush visuals of space and black holes. 

Brands, are ever evolving and require a flexible expression that is relevant and compelling. 

Beacon, Merck's brand idea stands for defining a new path forward, in healthcare. To limit the fatigue with the current visual expression of a "Beacon". I defined a fresh set of design principals that build on the potential of the Merck's brand idea - Beacon. And defined the new opportunities of expansion of the visual identity in the graphic approach and photography. 

The first phase of the project was to define the design principles and expend the graphics. The second phase of the project was to apply the design principles and graphics to the corporate headquarters.

My role included: art direction, design and creative strategy. I created a new visual direction for the brand and  worked with an environmental designer to bring the space ideas to life.

All sample images used here are for FPO only. All 3D renderings are done by Matthias Kaeding @ kaedingnyc.com