Branding & Graphic Design
Mirrim (2017)
In late 2017, leadership at Stericycle Communication Solutions and Expert Solutions embarked on a co-rebranding, including a name change. At the time, I was a senior designer for Expert Solutions’ marketing team. However, the two marketing departments merged, and I was asked to lead a team of three designers. I was also part of the small task force that worked with a fantastic creative agency to create a new name and brand identity. From there, the design team and I went to work giving life to the new brand by transitioning our current marketing collateral and materials (e.g., presentations, white papers, case studies, etc.) to the new.
This rebranding initiative took nearly a year, and we pushed hard several times to prepare for a launch that never happened. I was fortunate to work with Sarah Emery, Tasha Goodman, and Whitney Watt, who designed much of the work you see below. (I created a few of these pieces — presentations, most specifically.) My primary role was similar to an art director. I provided guidance and feedback on all design work. In addition, I ensured brand consistency across all mediums (including interior design for our offices). Overall, this was one of the most fulfilling projects I’ve had the privilege to be part of.
Stericycle Expert Solutions (2016)
In late 2016, I was tasked by our VP of marketing to wipe the slate clean on our division's brand identity and create something new. At the time our look was corporate and minimal, which is still true of other divisions. I knew our VP favored depth, so I immediately began researching design trends that favored this direction. My immediate source of inspiration came from Material Design, which by then had developed a major following and was prominent in the Android operating system design. From it I borrowed the use of layers and shadows to create depth, which I paired with gradients to create an added sense of depth that didn't come across as heavy handed. From there, I created all collateral and materials including presentations, sales collateral, trade show gear (e.g. booth, stands, etc.), and videos – during which I had to expand the boundaries of this new identity into the different mediums.
LulaRoe Jackie Virgil Branding (2018)
My wife is a former LuLaRoe retailer, a direct sales clothing and fashion company. She began her business in 2016, and being a designer, I offered to help her develop and maintain her brand identity. Using the official LuLaRoe brand guidelines, I've helped my wife establish an identity that is 100% "on brand" and unique to her business. This design work was the polar opposite of my day job at the time, and I enjoy flexing my creative muscles when I dive into new projects.
With Jackie (2018)
My wife expanded her former fashion empire to include magnetized lashes. As such, she required neutral branding because LuLaRoe has strict guidelines around selling their clothing alongside other products. Since my wife's websites were shoppingwithjackie.com and lasheswithjackie.com, it made sense to use "With Jackie" as her umbrella brand name. I owe a debt to a few stock assets for the visuals (model and lashes). While I did not create the core visuals from scratch, I did design the logo and overall look and feel.
Northside Twins & Multiples Branding (2018)
My wife and I have twins. (Yeah, it's a struggle at times.) Fortunately, we're part of a support group called Northside Twins & Multiples. In 2018, I was asked to create a new logo and brand identity. So I started by researching brand identities from similar support groups across the country. I also studied brand identities from well known baby and kids manufacturing companies (e.g., Graco, Tommee Tippee, Chicco, etc.).
While the focus of this group appears to be children, it's really for adults. With that in mind, my vision was to design a logo that captured the spirit of children without it seeming childish. The logo is meant to function with the large lettering and full name wordmark. Still, the former can stand alone when needed for responsiveness. In addition, I provided a complete set of brand guidelines, including colors, gradients, typeface, icons, and more. (The icons indicate the sex of the members' children, including a neutral option for those who prefer to use it.)
