Training Card Update Process: I was tasked with updating the branding and standardizing the sizes of a set of training cards to be used for new sales representatives. The copy and diagrams for the cards had been done before, but in much older brand styles that didn't encompass the feel of Boston Beer today. I brought each card into a standard size of 5 by 7 inches, allowing the longer cards to read landscape while the folded cards could be presented comfortably in a small brochure style. The use of large block of blue falls in line with the Boston Beer company style, which is an extension of the Samuel Adams brand. For each card, careful adjustment of type sizes and hierarchy, particularly when dealing with bulleted lists of information.
Winter Orchard Menu Card Process: The Winter Orchard menu card was the result of an order advertisement an Angry Orchard cocktail. Angry Orchard had not used a fully winter-themed Point of Sale piece in two years. I worked alongside the resident Angry Orchard artist to find appropriate assets from older Angry Orchard pieces. The snowy tree from the foreground was taken from a Fall Variety Pack from 2016, and the snowy trees in the background were taken from pieces from 2015. I pieced these together on one menu card and worked with Photoshop to edit and add various elements. Wind in the sky and snow in the air were added, whilst snowmen and patches of green grass were removed. This piece proved to be a useful exercise in stitching together assets and showed me how many skeletons can come together to form new life in a piece.
A map of the Boston Beer Company office in Boston, MA.
A non-customizable menucard Point of Sale piece created for Sam '76.
A standard 12"x18" customizable Point of Sale piece created for Sam '76.
A menucard created to promote an Angry Orchard cocktail.
A front panels of a negotiation card created to train new Sales Representatives.
One side of a leadership card created to train new Sales Representatives.
One side of a communication styles card created to train new Sales Representatives.
An infographic created as a collaborative effort to visualize supply chain data.
The Brattleboro Beacon
Work done for Brattleboro Union High School, including layout for the Brattleboro Beacon.
The Brattleboro Beacon process: As Production Manager for the Beacon, I was responsible to laying out each issue using the content I was given by the writers, photographers, and other creators on the team. Layout issue-to-issue had high variance, since some months had much more content than others. The examples shown here are from four separate issues of the Beacon. A five-column grid was used for the title and sports pages, with a six-column grid used for feature and opinion pages. If I had the opportunity to work for the Beacon again, I would use a more consistent grid with less centered text and more structure in the placement of images.
The first spread for an issue of The Brattleboro Beacon.
The opinion spread for an issue of The Brattleboro Beacon.
The feature spread for an issue of The Brattleboro Beacon.
The sports spread for an issue of The Brattleboro Beacon.
Embrace the Game
A campaign consisting of a logo, three posters, three magazine ads, a twelve-month calendar, a 30-second commercial, and a booklet. Embrace the Game is intended to to educate people, particularly of an older age, about the benefits and joys of playing video games as a hobby and how video games can be incorporated into lives as a health benefit.
First cognition poster process: This was one of the first pieces I created for Embrace the Game. Right out of the gate, I wanted to convey some of the broader mental benefits of playing video games using stark minimalist imagery. An overarching theme of my research was found to be slowing cognitive decline in older people, which I decided to use as the basis for the campaign's core pieces. Machine terms are often associated with brain power, which led to the decision to use gears (or cogs for cognition) spilling out of a brain to represent the decline of cognitive skills. Sticking to three colors allowed the campaign's logo to embody the fourth color in the scheme chosen for the pieces. I then used white as a highlighting mechanism to give glancers the gist of the poster.
Magazine advertisement process: The three magazine ads I created for the campaign were intended to serve as interactive pieces engaging an audience of older folks who already enjoy puzzles and analog games. For this particular ad, I collected terms related to a number of smaller points from my research (ones without enough data to encompass an entire piece). Those terms were combined with prominent words from the rest of my research to create a word search for abilities enhanced by playing video games. The consumer has the ability to enjoy solving a fairly simple puzzle while learning some potentially-surprising benefits of digital gaming. Keeping the imagery simple in this ad makes it compelling when within a magazine with lots of busy text pages and ads with photographs.
The first month in a full-year calendar featuring various positive effects of playing video games.
The logo for Embrace the Game.
One of three posters detailing the cognitive benefits of gaming.
One of three posters detailing the cognitive benefits of gaming.
The eighth month in a full-year calendar featuring various positive effects of playing video games.
The eleventh month in a full-year calendar featuring various positive effects of playing video games.
One of three interactive magazine ads targeted at people who enjoy analog games and puzzles.
Infographics depicting social media usage in 2015 and data surrounding breakfast habits in 2013.
Social media infographic process: I created the social media infographic during my internship at New Ground Creative. I enjoyed creating a plethora of icons to visualize data and gained a lot of interest in the concept of infographics. I chose the a color scheme that didn't utilize any colors involved with the eight social media application icons I made so as to avoid confusion.
Social media infographic.
Fit & Healthy Kids Windham County
Handout and card for Fit & Healthy Kids Windham County, currently in use.
Fit & Healthy Kids handout process: I completed this project while interning at New Ground Creative, and it was my first project done for a professional business client. The organization sent me the exact messaging they wanted on the handout, and I worked alongside them to incorporate the typeface and colors of their preexisting logo into the handout. Through this project, I also improved my ability to set text and apply kerning and line breaks on a case-by-case basis.
The front side of the Fit & Healthy Kids handout.
The back side of the Fit & Healthy Kids handout.
A call card for Fit & Healthy Kids Windham County.
Work for Northeastern University Association of Gaming Enthusiasts, including their logo and various posters.
NUAGE logo process: In order to create the logo for Northeastern University Association of Gaming Enthusiasts, I discussed with the five other members of the executive board about the club's image. We determined that the club was a club for everyone, so our logo should reflect that. I decided to work with a classic emblem style, incorporating playing cards, dice, and meeples to reflect the club's value that all types of tabletop games are welcome. I chose a subdued red and blue for the color scheme to reflect the club's presence of both casual and competitive players.
The logo for Northeastern University Association of Gaming Enthusiasts.
A Facebook cover photo created for NUAGE.
An illustrated poster for a special event with NUAGE.
A Halloween event poster for NUAGE.
A fall welcome week poster for NUAGE.
A set of stickers for a member's choice awards event.
A poster for a trip to Boda Borg Boston.
An Escape the Room event poster for NUAGE.
A poster detailing general club information for NUAGE.
Opt for Less
Campaign to encourage ecological behavior by comparing Boston, Massachusetts to Berlin, Germany.
Opt for Less poster process: The Opt for Less poster went through countless iterations. My original concept was to outline five ways that Germany was more eco-friendly than the United States, but all of this information wasn't fitting into one poster successfully. I decided to create a poster for just one of the methods, and chose the high impact bicycles can have on reducing pollution. For the background icons, I used drawings I had done of bicycles in 30, 15, 10, 5, and 3 seconds as an exercise. The logo represents a complete world, where the green portion is less, but worth more than the grey portion.
A bicycle poster for my Opt for Less campaign.
The cover of my Opt for Less process book.
The back cover of my Opt for Less process book.
Pine Ledge Farm
Logo and flyer done for Pine Ledge Farm, an animal farm based in Vernon, VT.
Pine Ledge Farm logo and handout process: Pine Ledge Farm reached out to me in search of a logo and a handout. First, I created the logo using the same color scheme and aesthetic as their preexisting business card. The pig represents pork, their main product, and I included pine trees to relate to the name of the company. For the handout, I expanded this vision, adding chickens to the bottom portion of the handout to represent their second most moved product. I also had the opportunity to write the body copy myself, which gave me interesting insight on how companies can be represented through print materials.
The logo for Pine Ledge Farm.
A handout for Pine Ledge Farm.
Miscellaneous work, including a poster of typography terminology, a broadside, a poster created with New Ground Creative for Ski for Heat, and a series of minimalist posters about television shows.
Typography Terminology poster process: This poster was created as a representation of fifty terms and definitions associated with typography. I decided to work with a pirate and treasure hunting theme for the poster. Through many iterations, I created small treasure trails leading from the terms to the things they described, representing the hunt for treasure that pirates participate in. I used Mrs. Eaves as the typeface for the poster because it incorporates nice, soft serifs and gives off the feel of an older map.
Ski for Heat poster process: For the Ski for Heat poster concept, I wanted to grab consumers' attention with a poster that felt like a special event, as skiing in Vermont often does. I used a deco-esque typeface for display and created a snowflake graphic to go along with the thermostat concept I had developed in the logo beforehand. Revisiting this project, I would not center the bottom paragraph and I would add more texturing to make the grey tones feel more cohesive.
A typography terminology poster.
A poster created in collaboration with New Ground Creative for Ski for Heat.