Alpen Rose is a beautiful restaurant downtown Holland inspired by Austria and Germany. As they were celebrating their 25 year anniversary they wanted to update their look while still honoring their history.
For their logo I honored the old identity (which was hand drawn by their owner) by taking the floral elements and including them into the new A mark. I was inspired by traditional and modern typography from the area and colors and patterns found in Bavaria.
I worked with Brad Bruce Photography and Alpen Rose's Chef to style the food photography based on their new menu and focusing on quality local ingredients and the craft of each plate. We were able to use these photos in much of their advertising.
Thes videos were created for Heritage to be able to tell their residents and staff's stories in a new and more emotional raw way.
We set up a scene and were able to interview many residents, staff, and their families and friends. The stories and love that was shared is evident through the videos.
Wisdom: It's part of our Heritage
Love: It's part of our Heritage
Memories: They're part of our Heritage
Spring Sweet and Frances Jaye, two boutiques downtown Holland wanted to collaborate on a summer style event for their customers. Andrea Beckman and I worked with them to come up with a name, and theme for the event and then to execute the design.
We art directed and styled a photoshoot and created assets for the events, including printed pieces, invitations, social media, and helped with styling the event.
BUILT Systems improves manufacturing around the nation by developing innovative and safe working solutions like height-adjustable workstations and welding tables. When I met the BUILT team, all they had was a logo. They needed help discovering how to talk about themselves and own their brand. That meant lots of interviews and company tours to get things started.
I was instantly inspired by a tour of their production facilities—the sharp lines, adjustable rigging, laser cutting and etched machinery.
I wanted those visual cues to direct the feel of the materials The Image Group was asked to create. I devised a series of graphic elements that carried across print, web and a new corporate toolkit. Likewise, I art directed a photography shoot to capture the sleek innovation of BUILT’s products as well as the grit and ingenuity that makes this company instantly iconic.
Those visual assets helped me create a set of materials that educated audiences on the benefits of the BUILT line and clearly differentiated them from all competitors. Thanks to The Image Group, BUILT’s sales are not only up, but this Michigan-based company is gaining national attention, with pursuit from fans like Enterprises T.V.
Tulip Time Festival
As a native to the Holland area, I’ve grown up participating in the Tulip Time festival. And since choosing to become a graphic designer, I’d had my hopes set on the Tulip Time mark.
One of the largest festivals of its kind, Tulip Time attracts people from across the country. It needed a refreshed branding effort that maintained the history and community ownership of the festival while better communicating the wide scope of events and cultures it included. The board was also looking to engage younger audiences in order to ensure the sustainability of the festival.
My goal was to draw together local residents and Tulip Time tourists across generations with a shared sense of pride. I therefore took inspiration for this logo from the wide variety of tulips seen at the festival. Those individual tulips became emblematic: reflecting the nuanced stories, traditions and activities that set apart the festival. I wove that motif through banners, signage and the responsive web design I helped create. That work resulted in 1.9 million page views, 25,000+ Facebook followers and over 500,000 festival attendees in 2015 alone. I continue to serve as The Image Group’s art director of record for Tulip Time’s needs.
Greenhut Galleries is the oldest gallery in Portland Maine. When new owners bought the gallery they wanted to preserve and honor the history, but also make some much needed updates.
The new mark is reminescent of their old logo using the same line, but we created a much more modern and simple mark. We were also inspired by Greenhut's framing business which is where the shape comes from. The website also needed an design update and a way for Greenhut to give more opportunities and exposure to their artists.
For Cornerstone, I intentionally avoided a standard photography driven campaign. I wanted Cornerstone to stand out, so I focused on their logo, creating a series of grids from that basic design. The grid highlighted the different branches of the university as well as the personalized education every Cornerstone graduate receives. I liked the simplicity and power of that graphic approach as well as the visual reminder of the intersection between faith and academics, which is so central to the Cornerstone identity.
The university loved the concept. They had been looking for a fresh and original way to unite their various branches (undergraduate, online, seminary and professional and graduate studies). The “What Matters” concept captured that goal perfectly.
I helped develop the campaign through viewbooks, outdoor and photography acquisition. We decided to use canvas backdrops of the grid to highlight students’ featured stories. Likewise, the grid became a powerful way to display photographic vignettes in our print pieces. When paired with the warmth and authenticity of Jill DeVries’ photography, the campaign not only united the branches of the University, but outperformed old materials by communicating a sense of place and the rich set of experiences that make Cornerstone so desirable.
Michigan Smart Coast
Michigan Smart Coast is an economic development organization aimed at drawing young professionals and families to work in and settle down throughout West Michigan.
Our work with this client tells the story of how a single idea can catch fire throughout a region and even earn a state-issued MEDA award for the campaign.
Our copywriter and I wanted to capture the unique blend of living and working along the West Michigan coast. That idea inspired a logomark I crafted out of an industrial gear and a setting lakeshore sun. It also generated a fresh and vibrant collage of recreational and career images. I kept colors bright and photography energetic, pairing the artwork with lines that share a single word within and beyond the office—
Deadline. Tan line.
While the idea originated with a simple brochure for summer intern events, it garnered so much praise that Michigan Smart Coast kept returning to round the work out further—banners, SWAG, Facebook assets and website planning all were woven into the campaign. The mark is now generating interest with major businesses around the area and continues to resonate with a generation eager to land a great career during the day and head to the beach with their friends after 5.
Spring Sweet is one of my favorite stores downtown Holland. Andrea Beckman and I worked with Spring (the store's owner) and Karri Whitney to create this romantic identity for them. Karri did the original sketches and Andrea and I were able to create final artwork for them. We then created signage and we will be working to create business cards and tags to incorporate their new branding.
Holland Unplugged was a social media campaign to encourage residents of Holland to use less energy. We created a campaign with tips, DIYs, recipes, game night activities, and city wide competitions all focused on using less energy while having fun.
In honor of 50 years, Hillsdale College wanted to commemorate the Dow Center, a conference hall that draws speakers from around the world to educate students on the meaning of true leadership. Prominent diplomats from Margaret Thatcher to Ronald Reagan have spoken at the center over the last half-century.
For this event, we found ourselves struck by the zero in “50” and the spinning face of a clock. I combined these visuals into the dials of a circular timeline. This served as the central mark of the commemoration—woven through programs, posters and a celebratory video—calling attention to national and world events as well as the key leaders who were speaking at Hillsdale during that time.
Utilizing authentic photography and quotes from speech transcripts as well as the blues and greys of the Hillsdale brand, I designed these pieces to feel like a timeless black and white newsreel.
What unfolded was a poignant reflection on the great minds that empowered nations and a new generation of leaders to further the cause of liberty.