CREATIVE DIRECTION

Leading projects and collaborating with partner agencies has given me valuable opportunities to create dynamic projects and adapt to new design practices.

Our website’s homepage was cluttered, bulky, and busy. I sketched a mockup and partnered with the associate director of marketing to guide our web development team in realizing the vision. Our refreshed page is more inviting, more balanced, and easier to read. I reworked our chevron element into a hero graphic and as a leading element for the section headings to create a more sophisticated, cohesive look and integrate these chevrons more intentionally. Tiles with image overlay backgrounds helped to declutter our originally text-heavy introduction, and alternating navy, light blue, and white color blocks threaded our brand colors into the page harmoniously, replacing the overly busy backgrounds of the former design.

Website Homepage Relaunch

The design team at Vineyard Vines presented us with a handful of concepts for a custom Connecticut t-shirt. After selecting the collage-style design, I requested the line weight of the outlines be consistent, and directed their team to remove and replace some illustration elements. After evaluating the new composition, I decided we had reached the final product, and we produced a few hundred t-shirts.

Vineyard Vines: Connecticut T-Shirts & Stickers

For a special magazine issue featuring our governor, the team at FDI Alliance created initial concepts for the front cover for our review. The design had to highlight the governor’s portrait, the Hartford cityscape, and a few photos to represent our key industries. I provided feedback on text treatment (to emphasize phrases like “State of Connecticut”, for example), edited the copy to include key information that had been missing and provided stylistic suggestions, requested color adjustments, and sent new stock photos to replace the original graphics with more engaging choices.

Pictured right: Governor Ned Lamont with the Connecticut issue of FDI Alliance Magazine.

FDI Alliance Magazine Cover

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