Branding

new executive leadership community

Fast Company Executive Board was a new child brand of Fast Company, a well-known media company with a focus on innovation. Fast Company Executive Board is a professional community of company founders, executives, and leaders who are defining the future of business. Innovation and world-changing ideas are at the heart of everything Fast Company stands for.

My role: For Fast Company Executive Board, my role was to work closely with the Fast Company design team and internal design, content, and development teams to provide strategy and direction for all facets of building, launching, and marketing a new child brand.

Brand definition: Fast Company is a vibrant, creative brand. It was important for us to look like we belonged without copying the brand. We began by researching the parent brand and interviewing some of our top founding members to understand the audience. We then defined personas, brand voice, messaging framework, colors, fonts, imagery, and icons that aligned with the parent brand, and the needs of this successful, purpose-driven audience. Further, a full brand guide was developed to encompass everything needed for anyone touching the brand.

Member assets: Among the many benefits of joining the community are the branded assets the members utilize on their digital properties and published content to enhance their credibility as business leaders and executives. The branded assets represent both the brand and the audience with vibrant and creative designs. We started by choosing fonts and colors for the brand, then designed member badges, social share graphics, member welcomes, and more.

new leisure brand

Goody’s Goodtimes was a new brand that needed a logo, website, and business cards for their vintage mobile photo booth experience with the fun and energy that matched their personalities.

My role: I worked closely with the designer to identify a color palette that was both fun and vintage. We landed on the warmness of oranges and yellows to feel approachable and reminiscent of striped tube socks for the vintage feel. We also wanted to tie in a way to help users understand that this photo booth is mobile - in a vehicle - not your standard photo booth. To convey the message we incorporated the wheels and film strip into the logo with a vintage feel to compliment the star of the show, a 1964 Ford Econoline Van name Blue.

Once we finalized the logo, I provided creative direction for the website to ensure it was easy to understand the business, choose your party package and reach out to the Goody’s Goodtimes team to book an experience. We incorporated a photo gallery on the one-page scrolling site so the client can update images to showcase recent events and give users ideas of all the ways they can enjoy a mobile photo booth.

Last, I designed 2-sided business cards that emulated the brand personality bringing the stripes and icon set into the design to be consistent with the website.

existing brand product refresh

Vantage Mobility International (VMI) is one of the largest manufacturers of wheelchair-accessible vehicles in the mobility industry. Our goal was to improve user experience and brand perception on the product pages to help their customers ‘see’ themselves in the vehicles to assist in the buyer’s journey.

My role: One of the biggest challenges was finding a creative solution for the header images of each product page. All vehicles are shot in a studio and the lighting varies as well as the shadows. Each image must be put into a natural environment with appropriate shadows around the vehicles, and reflections in the windows to give them a natural look as if the photo was shot the way it is shown. Additionally, we sourced environments where a wheelchair vehicle had the space to park with an open ramp for the wheelchair users to exit the vehicle. We were successful in finding solutions to help VMI accomplish its goal to tell its brand story. In addition to the product pages, we updated the design and user flow for one of their top-used tools, ‘Which Vehicle is Right’ which is an important step in the buyer’s journey for people purchasing a wheelchair accessible vehicle.

Example pages:

Chrysler Pacifica - https://www.vantagemobility.com/wheelchair-vans/chrysler-pacifica/

Which Vehicle is Right - https://www.vantagemobility.com/which-van-is-right/