I worked with the Las Vegas Lights FC team to design the jerseys for their inaugural season.
The challenge was to create something that captured the spirit and essence of the city and sparked enough curiosity to get attention in a city that has plenty of entertainment options at all times. Including some incredibly successful professional franchises in other sports.
The task was to capture their unique style of running a soccer team into the jersey.
The concept revolved around neon lights as the energy that lights up the city, fuels the passion and love of its citizens for their community. The home kit was black to represent the night, which is when most things Vegas is known for happen. It played well with the schedule of local games as they took place on Saturday evenings.
The main goal was to draw attention, and it was met. Some people loved the design, and some hated it. For the same reasons. Breaking with the traditional aesthetics of soccer jerseys, making the home kit black, having a pink jersey in the collection, etc.
The jersey got plenty of press coverage supporting both sides.
I worked with Zappos and Toms to create the packaging for a limited edition shoe designed to celebrate Zappos' 20th anniversary.
The shoe had neon accents so I used that to connect the shoe and the box visually. Which also tied in perfectly with one of the themes of Zappos' base city of Las Vegas.
I created an illustration of neon tubes based on the shoe color accents, and I turned the "20" graphic that was used across the campaign and product, into neon tubes. The pattern I created with the color tubes was based on the Roman number XX, which means 20.
The box itself used direct neon inks, matte lamination and spot UV to achieve the glowing look.
Carboneat makes charcoal grills that are very easy to light, burn clean, and they are easy to clean.
They were facing growth challenges. The retailers saw them as the competition of other grill manufacturers. Except those competitors' USPs are all the features their grills have, so Carboneat always appeared to be the lesser option.
We defined a new brand strategy that revolved around the customer, not the features of the product. This in turn placed Carboneat in a whole different category.
The strategy now is based around helping customers become the best possible hosts, so they can create meaningful connections and build communities. It opened up the possibilities to new marketing channels, new partnerships, target audiences, etc.
The Discovery Children's Museum approached me to help them create a logo and a medal for their first ever Walk, Run and Discover 5K race.
Other than the obvious requirements like using the color palette and fonts from the main museum identity, the logo had to represent the museum and have elements of southern Nevada.
The museum has a big focus on STEAM learning, the other requirement was that the medal had to be laser cut and painted.
Since the target of the museum and the race is children and their families, they wanted to stay away from typical "Las Vegas strip" elements. I used the mountains around the Las Vegas valley and the facade of the museum as an inspiration for the final piece.
Tennis Showdown was created to bring the best tennis in the world to Mexico. There is already a passionate community in the country, with major companies putting big events together.
The challenge was to attract a crowd that is already used to a rather purist way of experiencing the sport. They see tennis as a clean, refined, out-of-reach sport.
We created a brand strategy around the raw energy and passion that is part of the sport, but it's typically not publicized. The sweat, the growls, the power, and the speed.
By creating a strategy around those elements, we were able to attract a younger audience that connects with different values.
This brand strategy worked in a few different ways, as it made the event attractive to highly ranked players.
Must Be Montessori is a platform that helps families and educators provide their children with a complete education. It creates awareness around the Montessori philosophy and offers unique opportunities for them.
The business started selling merchandise to Montessori teachers and parents. It became clear as it grew that there was an opportunity to provide more value.
We created a brand strategy and framework that allowed them to scale and use the brand across all platforms. So they could expand their offer to online lessons, articles, and other resources.
Montessori families and teachers are very passionate and educated about the philosophy. So the challenge was to create something that was effective and accurately represented the philosophy.
I created a visual identity around the concept of "pollinators," as they are the ones that help flowers bloom to their full beauty. Must Be Montessori allows children to grow into their full potential.
SCALE is a movement that convenes the world’s most influential minds in finance, technology, healthcare, government, entertainment, sports, and philanthropy.
They get together for four days to inspire learning & innovation. Catalyze growth & opportunity. Facilitate news-making & market-moving insights, and strengthen the network & relationships of the attendees.
While SCALE's key players already had big names in the industry, the event brand did not have any equity yet. They needed to make a bold impression that evoked exclusivity, warmth, and mystery simultaneously. Look attractive to customers, investors, and speakers at the same time.
Using a daring yet elegant color palette that contrasts with those of the competitors in the space, we created a brand that invited the right people to be a part of the movement.
Zappos and New Balance partnered up to create a limited edition running shoe to celebrate Zappos' 20th anniversary.
I helped them create a unique box to match the uniqueness of the shoe.
Since one of New Balance's key differentiators is the iconic design of their shoes, we took some of those design elements and applied them to a box. From the variety of the materials, to contrast stitching and the iconic "N", everything was adapted to the packaging.
This box was particularly challenging to manufacture. It had many layers, and different materials and printing techniques. I worked closely with the box manufacturer to ensure the end results lived up to the concept that had been presented to the clients.
Mezcla is a modern culinary experience rooted in Latin American and Pacific Islander traditions. They celebrate the fusion of cultures by amplifying the unique elements of each one of them.
They created a relaxed atmosphere with a modern sophisticated take on food and drinks. Unusual combinations based on traditional recipes.
The challenge was to create a brand that looked relaxed while attracting a very specific type of customer interested in a high-end experience without the formalities that typically come attached with them.
I created a symbol that communicates the ocean waves (seafood), energy waves (good vibes), and the detail of a fingerprint (the uniqueness).
Along with the symbol I created a clean but organic wordmark to show the casualness and relaxed atmosphere of the space.
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