· about me ·
More than just a graphic designer…
Design is much more than graphics on a page—it’s in the words you communicate,
the environment you create and the loyalty your customers feel with your brand. I have a passion for brand development, design management, marketing campaigns and delivering the best results by listening to the client. To me, being a designer is about more than graphics—it’s about the whole brand experience.
theatre rebrand campaign
SETTING THE STAGE FOR NEW THEATRE IN CHICAGO : ORACLE PRODUCTIONS REBRAND CAMPAIGN
A very worthy cause; check out the full rebrand at publicaccesstheatre.org.
I worked with Oracle Productions for years as the resident graphic designer and photographer. Their business model changed in 2010; they now offer free admission to all performances. Instead of charging for tickets, the organization is funded by individual and corporate donations.
In order to establish credibility in the community as a reputable not-for-profit organization, a complete redesign of the Oracle brand was necessary to raise donorshop.
foris outdoor gps
GET OUT : FORIS OUTDOOR GPS
Bringing a new product to market without a large budget can be challenging. This product launch required new packaging, trade show items, web banners and assets, icons, and more. Using stock photography and Photoshop to create multiple images for several types of media saved money and gave the launch materials a professional and consistent look.
REDEFINING THE BRAND : CORPORATE IDENTITY
The internal design team at Hu-Friedy collaborated with an outside agency, working closely together to recreate the brand. Using the new brand standards, I helped develop the new corporate identity which included business cards, stationery, desktop wallpaper for all computers and building signage.
nevi scaler campaign
SUCCESS IN SOCIAL MEDIA : NEVI SCALER CAMPAIGN
This multi-platform print and online campaign increased sales by 41% over the prior year.
The perception of the competition’s scaler was that it had “personality” in the dental hygiene arena. The clients wanted their instrument, the Nevi 4, to have a personality of its own to compete in the market and showcase the product’s superior qualities.
We sent designs to a doll maker that created a plush version of the product. This helped to give “personality” to the scaler. The Nevi persona was communicated through direct mail & advertising, social media initiatives and engagements at conventions.
After a successful tour around the US and a good will mission to Haiti, Nevi was inducted into the National Museum of Dentistry with a backdrop that highlighted his travels.
PICTURE IT : ICONOGRAPHY
Icons reinforce brands or products even when seen only at a glance. Creating cohesive, clear, and understandable icons bring a level of accessibility to a project without the need for large amounts of copy.
color resin scaler launch
BRIGHT IDEA : COLOR RESIN SCALER LAUNCH
Hu-Friedy created an instrument that had the strongest metal working end coupled with a comfortable resign handle; a combination rarely seen in the field of dentistry. The product needed an attention-grabbing launch that played to the dental hygienist demographic. The solution: With Hu-Friedy, you can have your cake and eat it, too.
The catch was that these scalers were to be promoted well before the launch date. This required retouching and fabricating images in Photoshop and communicating the color-coding system through well-executed designs.
Most of these marketing materials were created months before the actual product was available for photography and design.
PROJECTS FOR ME : SELF-ASSIGNMENTS
I enjoy creating unique pieces for my home designing logos for fun projects, or for no reason at all! Typography, both old and new, is always a source of inspiration.
xpedx business catalog
RENOVATE TO INCREASE REVENUE : xpedx BUSINESS CATALOG DESIGN
This catalog was historically an under-used tool in the business. A complete redesign was necessary to grab the customers’ attention and allow the catalog to be used as a selling aid. The redesign included converting the file from Quark to InDesign, changing the page layout and retouching/reshooting of every image featured to create a cleaner, more comprehensive look. New pricing software was also required. I researched, implemented and wrote a manual for the new software and held a workshop to teach it to everyone in the department. The entire process took about seven months to complete.
endodontic dental catalog
DAZZLING DENTISTRY : ENDODONTIC CATALOG
This catalog was designed to highlight Hu-Friedy’s line of endodontic instruments. The idea was to highlight the procedures with compelling illustrations at the beginning of each section. This catalog was well-received and used to drive the Hu-Friedy brand at the International Federation of Endodontic Association convention in Greece.
real estate photography
SHOTS THAT SELL : REAL ESTATE PHOTOGRAPHY
These images represent the original photography I shot to use in marketing pieces, print and newspaper advertising and websites.
PUTTING THEIR BEST FACES FORWARD
I am often approached to take portraits of various artists for headshots and promotional photography. One of the most important things in capturing the subject is representing them accurately so they may put their best foot forward in an audition or interview.
CAPTURING THE MOMENT : STAGE PHOTOGRAPHY
Production photography is important for the publicity of each show, especially for the press and the promotion of the performances. Much setup goes into each image to capture the essence of the scene.
LOW-TECH ILLUMINATION : DZUN LAMP
This lamp was designed to address product opportunities in the small town of Dzidzantun, Mexico. This town is home to families of skilled artisans that work primarily with slip-cast forms and ceramics. I designed and built this lamp in accordance with their processes. The low-tech craftsmanship allows easy and inexpensive manufacturing; the lamps could be produced locally in Mexico and sold for more. This was designed to help boost the town’s economy.
SELF-REFLECTION : THE MIA VANITY
This is a self-portrait. It is made of welded steel. It represents the dichotomy between wanting to feel feminine yet work in a historically male medium. As my appearance and self change as time goes on, each subtlety will be represented in the reflection.
lincoln avenue motels
NO-VACANCY : THE LINCOLN AVENUE MOTELS SELF-PROJECT
There is a string of old motels up on Lincoln Avenue in Chicago that are currently being torn down as part of a city renewal project. As a self-assignment, I photographed these old signs and interviewed the people who worked there. I am in the process of creating a book to document the history of these motels.
· experience + education ·
Graphic Designer : Photographer
2009 – 2012
Design Team Awarded – REBRAND 100 Notable Award for 2012
xpedx Stores Division
Senior Graphic Designer : Photographer
2007 – 2009
Graphic Designer : Photographer : Company Member
2005 – 2011
Coldwell Banker Residential Brokerage : The Jennifer Ames Team
Graphic Designer : Photographer
2003 – 2007
Master of Fine Arts : Media Design
Full Sail University MDMFA Program
Heavy concentration in brand development and design strategy
Bachelor of Fine Arts : Industrial Design
University of Illinois @ Chicago
School of Art & Design
Well-rounded training in studio arts, graphic design, industrial design and photography
· competencies ·
Adobe Creative Suite
Print & Digital Media Design
Microsoft Word, Excel & PowerPoint
Design Team Management
Digital Photography & Retouching
Market & Design Research