As a participant in Leadership Pittsburgh's LDI program, I developed the brand and promotion collateral for Fresh Fest. Fresh Fest is a PopUp! Pittsburgh event created and run by participants of Leadership Pittsburgh's LDI Class XXII.
Fresh Fest is a free community festival focused on creating and leading a healthy lifestyle. The event also spotlights California-Kirkbride, a "food desert" and small neighborhood on Pittsburgh's Northside. In hopes of increasing access to fresh, local food for residents of California-Kirkbride, LDI participants and neighborhood representatives have been working hard to get California-Kirkbride on the list of regular stops for Farm Truck Foods, a local start-up that promises to bridge the gap between farmers and community members throughout the Greater Pittsburgh region.
Farm Truck Foods will have a booth at Fresh Fest for neighborhood residents and Fresh Fest guests to learn more about what Farm Truck Foods offers and how to get the most out of the fresh, local food they deliver to the Greater Pittsburgh region.
Fresh Fest will also feature a live, grill-off competition that pits professional chefs against local folks from the neighborhood in three categories: meats, veggies, and pre-baked treats.
A kids zone with fun activities that teach lessons about leading a healthy lifestyle, live music, and free food, are also reasons why Fresh Fest is one festival Pittsburghers won't want to miss!
***** Leadership Development Initiative (LDI) is a 10-month leadership training program, offered by Leadership Pittsburgh, for high-potential young professionals based on Dr. Robert Kelly’s Star Performer Model. The model focuses on maximizing leadership potential through nine strategies and helps participants increase their leadership potential and performance inside their organizations and in a larger community context.
Challenge. Create a logo for the Union Square development project in Erie, PA.
Solution. The bold square provides a strong, simple, geometric carrier shape that relates to the name of the development. The modified square tittle above the lowercase “i” reinforces the square carrier. (Ask me about the color challenge!)
My responsibilities. Design concept through completion.
Firm. ThoughtForm Inc; Pittsburgh, PA
Client. Fourth River Development; Pittsburgh, PA
Peak Medical Sales Training
Challenge. Create an identity for Peak Medical Sales Training, a company that provides superior training to medical sales representatives.
Solution. Peak Medical Sales Training uses practicing professionals to lead town-hall style seminars to complement product training and help medical sales representatives keep up with the ever-changing field of medical technology and equipment. Layered, upward-facing arrows represent the flexible, cutting-edge training offered by Peak Medical Sales Training. (Ask me about the delta option!)
Challenge. Design an identity and collateral for a non-profit organization.
Solution. Fetch is a fictitious non-profit organization focused on finding loving homes for abandoned, abused, or neglected dogs. There are three main calls to action: donate, volunteer, or adopt.
Identity. The name “Fetch” is based on the long-standing game between pets and their owners. The bone-shaped carrier strongly relates to dog treats and the typography references the playful nature of dogs. The bouncing ball element completes the visual relationship between the name of the organization and the literal activity.
Poster series. Each postercaptures the unique personalities of dogs. The general poster maintains the color-coding system and communicates the three calls to action: donate, volunteer, adopt. Three supporting posters each focus on one call to action.
Booklet. The booklet shares detailed information about how people can get involved and support Fetch. The cover capitalizes on the lovable nature of dogs and features a sea of engaging snapshots and continues to reinforce the color-coding that relates to each of the three calls to action.
Postcards. Direct-mail postcards give a brief introduction to Fetch and steer people to the website to get more information.
Business collateral. The business cards take the shape of the logo and the vibrant color palette relate to the lively nature of dogs and also establishes the color-coding system for the three main avenues of participation: donating, volunteering, or adopting. Envelopes and letterhead also feature small paw-prints and a dotted line symbolizing a dog on the hunt, sniffing out a bone.
All images For Placement Only.
Beatles Poster Series
Octopus illustration applied to poster series depicting lyrics from famous Beatles songs and the phrase both songs share: beneath the waves.
Get Out the Vote 2012
The “Get Out the Vote” campaign invited AIGA members to create nonpartisan posters and videos that inspire the American public to participate in the electoral process and vote in the 2012 general election.
Concept. What is more American than apple pie? Not much! (Ask me about my plan to complete a series!)
Schwitters Book Redesign
Challenge. Re-design the book “Kurt Schwitters, Merz: A Total Vision of the World.”
Solution. Schwitters is famous for challenging “the order of things” and using waste material to “shout out loud” in his unique style of collage, called “Merz.”
Front and back covers. The cover and spine feature cropped versions of Schwitters’ work. An exclamation point shape relates to “shouting out loud” and highlights words within artwork as part of the title of the book. Back cover shows the full version of the cropped image featured on the spine and provides a synopsis of the book for readers.
Select interior pages. The redesign features a combination of Schwitters’ work, strategically cropped to function as display copy and relate to his collage style. The chapters do not unfold chronologically, relating to Schwitters’ challenge of “the order of things.”
The Emerald 5k
Challenge. Create a logo and flier based on the pre-determined Wizard of Oz/Emerald City theme.
Solution. The gem, emerald in color and cut, features iconic buildings from the Pittsburgh skyline, including the Saint Mary of the Mount Church in Mount Washington.
Leadership Pittsburgh, Inc.'s Leadership Development Initative (LDI) XX Class helped organize “The Emerald of Mt. Washington 5K and Community Day” event in Pittsburgh’s Mt. Washington neighborhood, as part of the annual PopUp! Pittsburgh festival.
Challenge. Create a holiday “thing” made of paper that is three-dimensional.
Solution. Paper abstract ornament ships flat within the company holiday card. The card engages recipients as they follow the instructions and use the tab system to easily construct the ornament. (Ask me about the self-imposed constraint!)
My Responsibilities. Concept through completion.
Firm. ThoughtForm Inc; Pittsburgh, PA
Miscellaneous photos taken over the years. Various cameras.
The Northside Food Pantry is Pittsburgh's largest food pantry, and until the Fall of 2013 it had no website. With the help of The Food Pantry Advisors, the Northside Food Pantry brand was born, including a set of editable print collateral and awareness fliers, black and white ads, and a website that makes donating food, time, or cash easy for anyone.
Paramount Grand Hotel
Exploration of miscellaneous logos for the Paramount Grand Hotel.