CASE STUDY: Hastings Email Campaigns

Trade Show Email Series • Pre-Show Marketing • Brand-Aligned Design

My Role:
As the lead designer, I created and executed every element of these email campaigns at Hastings. From initial concept and layout, product photography, to asset design and final deployment, the entire series was my work, and I’m proud of how well it supported the Hastings brand.

Goals:
- Build awareness and anticipation before national trade shows

- Promote product features and company presence to draw attendees to the booth

- Keep messaging consistent and visually appealing under the Hastings brand

Results
- The email campaigns delivered increased engagement before events

- They contributed to stronger booth traffic and more qualified leads

- Visually cohesive, they reinforced brand identity with clean layouts, thoughtful visuals, and purposeful messaging

- I take pride in having sole responsibility for the cohesive aesthetic and impact of this project

Teams I Collaborated With:
- Sales & Product Management Teams to align promotional messaging with event objectives

- Marketing Director for campaign vision and approval

- Trade Show Coordinator to ensure messaging synced with onsite branding and schedules

Software & Tools Used:
- Adobe Illustrator for layout design and bespoke graphics
- Adobe Photoshop for editing product photography and visuals
- Constant Contact for formatting and deploying responsive email campaigns

CableMaster + Generac Trade Show Email Campaign
These multi-digital marketing campaigns are a collaboration with Generac to promote key products featured at a national trade show. The co-branded email blasts using Generacs visual identity standards and CableMasters identity bring together their partnership. The co-branded visuals showcase both brands with visual impact.

CableMaster Part 2
These multi-digital marketing campaigns shown on iPads and phones show several different email messages.

All the email examples shown here on the digital template are DIRECT TO CUSTOMERS, with messages about how to save money, stock up now, and other product-specific messaging. I put creative thought into designing something dynamic to get attention and include a creative message, for example, "ALUMINUM IS THE NEW GREEN," in conjunction with Saint Patrick's Day.

The result was a series of customer-focused marketing communications designed to increase product awareness, support sales initiatives, and keep CableMaster top-of-mind with existing customers. By pairing relevant product messaging with creative concepts and seasonal themes, each campaign was developed to engage customers, encourage interaction, and create a more memorable brand experience.

ACS Group | Weekly Product Promotion Email Campaigns
I led the design and execution of ongoing digital campaigns to promote and feature products for the Aftermarket Parts Division. Campaigns included weekly email blasts, social media graphics, and digital advertisements placed in national trade magazines to drive customer engagement and reinforce brand awareness.
One crucial campaign I would like to highlight is the "ACS Group PARTS HOLIDAY BlLITZ." Please look at the Before email that went out the year before. Compare it to the after email I designed. See the stark contrast from the simple black-and-white version, the eye-popping layout using the branded colors, and a play on the use of the "Sale Tags."

The result was a more engaging and visually compelling campaign that better reflected the ACS Group brand. Compared to the previous version, the redesigned email introduced stronger branding, improved organization of information, and more attention-grabbing visuals that helped promotional offers stand out. The campaign demonstrated how thoughtful design and visual storytelling can transform routine product communications into more effective marketing tools.

Wells Vehicle Electronics Product Promotion Email Campaigns
In this set of emails, I highlight aftermarket engine parts, pre-trade show messaging, and, most importantly, the "Wells Tech Team."

Within the Wells Tech Team email, you will see a few of the icons/logos that I created specifically for an automotive group. This project showcases my ability to create and incorporate custom illustrations seamlessly into the design.

This project demonstrates the ability to combine marketing communications, branding, and custom illustration into a cohesive campaign. The addition of original icons and graphics created specifically for the Wells Tech Team helped establish a recognizable visual identity while adding personality and visual interest to the overall communication. The result was a more engaging customer experience that supported both product promotion and brand recognition.

Hastings Air Energy Control -
Transformation Tuesday:
I created and led the “Transformation Tuesday” campaign, a weekly social media series that showcased real-world product installations. Along with designing all visuals, I also developed the “Transformation Tuesday” logo to give the campaign a distinctive, branded identity. These posts consistently highlighted customer success stories, helping to build credibility and drive engagement.

In addition to the weekly series, I designed social media graphics for all Hastings trade shows and events, ensuring brand consistency across every touchpoint. This multi-channel approach significantly increased our follower count, generated customer inquiries, and strengthened brand awareness ultimately delivering a strong return on investment.

Hastings Air Energy Control -
Filtration Friday Social Campaign
To build momentum and awareness around Hastings' filtration solutions, I created a recurring “Filtration Friday” campaign for their social media platforms. Each post spotlighted a featured product, offering a quick educational moment to engage followers while reinforcing the brand’s expertise in clean air systems. I designed each layout to be visually bold and on-brand, using photography, product illustrations, and callouts to make technical information accessible and scroll-stopping. The consistent weekly cadence helped grow their audience and positioned Hastings as a go-to resource in the industrial filtration space.

Product Launch & Trade Show Marketing
In addition to social media campaigns, I created marketing assets to support new product launches and trade show initiatives, helping translate technical products into clear, customer-facing visuals.

For product development, I designed launch graphics and email marketing content used across digital channels to introduce new products, highlight key benefits, and support sales efforts.

For trade shows, I designed email invitations, pre-show promotions, booth graphics, signage, and post-event follow-up visuals, ensuring a consistent brand presence before, during, and after each event.

These efforts helped strengthen brand recognition, drive engagement, and support lead generation across multiple touchpoints.

Wells Vehicle Electronic Social media posts:
These posts promoted wells tech team's training videos as product promotions. The training videos were a “DYI” focusing on helping the customer with all kinds of vehicle repairs they could do on their own. These social metal video posts helped a great deal in growing Wells aftermarket product sales by making the customer aware that Wells V.E. not only sold vehicle repair products, but it also provided hands on customer support. I not only posted the serious side of Mike and Tech Tip Tuesday. But I took the post to a light side bu showing Mike on a more personal level, such as one where he was at the blood center giving blood.

Some of the other posts were meant to keep Wells in the social media spotlight. I created posts related to special event days such as National Cheese Day, and National Beer Can Day. All these efforts are in keeping with brand awareness and being relevant.

Duralast - Branded National Ads (Wells Private Label)
Software: InDesign, Photoshop, Illustrator
For Wells Vehicle Electronics, I created full-page national ads for Duralast, one of their private-label brands. These ads were developed for both print and digital platforms and designed to offer two distinct visual directions each bold, attention-grabbing, and tailored to appeal to a wide audience. The goal was to give leadership flexible, creative options. The final ads ran in national publications over several months.

Hastings Air Energy Control — Full-Page Ad Spread
For Hastings Air Energy Control, I designed a full-page print ad spread focused on clearly communicating complex product information in a clean, professional format. The goal was to present technical details in a way that felt accessible and visually engaging while reinforcing Hastings’ brand credibility.

I developed the layout, written content, typography choice, and visual hierarchy to guide the reader through key product benefits and specifications, balancing imagery with structured content for clarity. The final ad was prepared for the digital magazine with close attention to alignment, spacing, and color accuracy to ensure a polished, production-ready result.

Industrial Machinery Digest — Full-Page Print Advertisements (Freelance) As a freelance designer for Industrial Machinery Digest, I created full-page print advertisements for B2B manufacturers in the industrial and infrastructure space. These ads were designed for placement within the digital magazine and needed to balance detailed product information with clear visual hierarchy and strong brand presence.

Working directly with manufacturers and advertisers, I collaborated with clients to understand their goals, key messaging, product positioning, and target audience. This direct communication helped ensure each advertisement effectively balanced technical information, brand standards, and marketing objectives while meeting publication requirements and production deadlines.

Working within established brand guidelines, I developed layouts that highlighted key product features, specifications, and value propositions while keeping the designs clean, organized, and easy to navigate. Each ad was prepared for both digital and print distribution with careful attention to typography, imagery, spacing, and production accuracy to ensure a polished final result.

The result was a series of professional advertisements that helped manufacturers communicate complex products and services in a clear, visually engaging format. By combining strong visual hierarchy, concise messaging, and brand consistency, the ads were designed to capture attention, support product awareness, and reinforce each company's presence within a highly targeted industrial audience. This project also demonstrates my ability to collaborate directly with clients, interpret feedback, manage revisions, and guide projects from concept through final production.

ACS Group – Steam Division | K-Pump Trade Show Advertisement
Full-page digital advertisement created for a trade show magazine, spotlighting the K-Pump from the Sterlco Steam Division. Designed to align with the division's established branding, the ad was developed to support upcoming trade show initiatives and increase awareness of the product among engineers, manufacturers, and industrial decision-makers.

Full-page digital advertisement created for a trade show magazine, spotlighting the K-Pump from the Sterlco Steam Division. Designed to align with the division's established branding, the ad was developed to support upcoming trade show initiatives and increase awareness of the product among engineers, manufacturers, and industrial decision-makers.

The result was a professional, brand-aligned advertisement that supported product visibility and reinforced the Sterlco brand during industry trade show activities. By combining strong visual communication with clear product messaging, the ad helped highlight key product benefits, support marketing efforts, and create greater awareness of the K-Pump among a targeted industrial audience.

CASE STUDY: Community Cat Winter Care Awareness Campaign
A multi-channel awareness campaign designed to educate and encourage community support for feral and community cats during winter months through compassionate, accessible visual storytelling.

My Role:
As the lead designer, I concepted and executed a multi-channel awareness campaign focused on improving winter safety for community and feral cats. I led the creative strategy, visual direction, and design execution across digital, social media and print, ensuring a cohesive campaign that would educate, engage, and encourage local community involvement.

This self-initiated campaign was developed to reflect real-world nonprofit needs and demonstrate campaign-level thinking across multiple platforms.

Goals:
Raise awareness about the challenges community cats face during cold weather.

Educate the public on simple, effective solutions such as insulated shelters using plastic totes and dry straw.

Encourage community participation and shared responsibility in supporting local cat colonies.

Create a cohesive visual system adaptable across poster, digital ad, social, and motion formats.

Results:
Developed a complete awareness campaign including a poster, digital ad, and social media carousel, all unified by a consistent visual and messaging strategy.

Created emotionally resonant visuals paired with calm, respectful copy to encourage action without guilt-driven messaging.

Designed flexible campaign assets suitable for community bulletin boards, digital placements, and social platforms.

The campaign demonstrates strategic thinking, message hierarchy, and adaptability across multiple channels while maintaining a clear, human-centered narrative.

Teams & Community Collaboration:
Collaborated with local community cat caregivers and colony volunteers in the Santa Rosa County Florida.

Consulted with representatives connected to Santa Rosa County animal welfare efforts and the Humane Society of Santa Rosa County to ensure accuracy and sensitivity in messaging.

Incorporated real-world caregiving insights to ground the campaign in practical, actionable solutions.

Software & Tools Used:
Adobe Photoshop (image editing, photo compositing, tonal adjustments)

Adobe Illustrator (campaign graphics, iconography, layout elements)

Adobe InDesign (poster layout and print-ready assets)

Canva (social media carousel layouts and mockup presentation)

Community Cat Winter Care Video Concept
This short-form video is part of a conceptual social awareness campaign focused on improving winter safety for community and feral cats.

Many community cats live outdoors and rely on the quiet efforts of local caregivers and neighbors for food, warmth, and protection. This motion piece extends the campaign’s visual system into video, using subtle transitions, restrained pacing, and sound to reinforce the message with care and dignity.

Designed as a loopable social asset, the video demonstrates how static campaign elements can be adapted into motion for platforms such as Instagram and LinkedIn, supporting a cohesive, multi-channel campaign approach.

Tools Used: Adobe Photoshop, Illustrator, Premiere Pro
Music: Royalty-free audio

CASE STUDY: Airflow Clean Air Solutions – Brand Strategy & Visual Identity

Brand Refresh | Email Campaigns | Social & Trade Show Design

My Role:
As the lead designer, I was responsible for the comprehensive rebrand of Airflow Clean Air Solutions (a division of Hastings Air Energy, Inc.) I developed a custom visual identity system, including a new logo for their internal “FLOW” newsletter, refreshed color palette, and coordinated collateral across digital and print mediums.

Goals:
- Modernize the look and feel of a 40-year-old legacy clean air brand.

- Strengthen trust in Airflow’s technical reliability while adding higher-end aesthetic appeal.

- Establish a cohesive visual language usable across brochures, emails, social media, and trade show displays.

Results
- Delivered a polished visual identity that elevated Airflow’s market presence and helped it stand out in a competitive field especially at trade shows.

- Designed a full suite of branded assets, including product brochures, social graphics, weekly email blasts, and trade show banners each aligned with the updated brand system.

- The high-end, professional style immediately gave the brand a fresh, elevated look, improving visual consistency across all platforms

Teams I Collaborated With
- Internal marketing and product teams to align messaging and visual direction

- Engineering and manufacturing stakeholders for technical accuracy in materials

- Trade and print vendors to ensure proper production of large-format graphics

Software & Tools Used
- Adobe Illustrator & InDesign (logo, brochures, identity elements)
- Photoshop (image and texture editing)
- Canva (social media asset templates)
- Email platform (Constant Contact) for weekly newsletter design

Cavatóri – Menu and logo Redesign
This project was a complete reimagining of the menu for Cavatóri, a beloved Italian restaurant with deep family roots and a strong love for Texas. Originally founded in a converted barn by a family who immigrated from Italy, the restaurant wanted their updated menu to reflect both their heritage and their bold Texan spirit.

As the lead designer, I set out to capture this unique blend by:
- Creating a modern, clean layout for easy readability and an elevated dining experience
- Incorporating textures and tones reminiscent of copper and metal to evoke Texas grit and authenticity
- Blending classic Italian elegance with contemporary flair, striking the perfect balance between tradition and trend

The result is a menu design that feels warm, modern, and unmistakably “Cavatóri” a visual extension of their family heritage, values, and Texas pride.

Cablemaster – Brand Strategy & Identity
This project showcases a multi-channel branding and communication strategy developed for Cablemaster, a custom cable manufacturing company. My goal was to create a cohesive visual identity across various touchpoints, from email campaigns to social media to internal communications.

Working as the lead designer, I developed:

- Targeted product emails focused on seasonal messaging, order deadlines, and inventory updates
- Social media posts that supported email messaging for brand consistency
- Email signature banners and “Did You Know” tips to reinforce brand presence and build trust with ongoing product education

This campaign not only helped reinforce Cablemaster’s position as an industry leader, but also created a clear and consistent brand voice across platforms. I handled everything from concept development to execution, ensuring that every piece reflected the company's commitment to quality, value, and customer service.

Spot-Lock-Go: Destination Booking Site, Illustration & Responsive Design. Software: Figma
This project showcases my ability to combine custom illustration, branding, and responsive design using Figma. I designed Spot-Lock-Go, a destination booking platform concept developed for one of my freelance clients. The first layout represents the desktop version, while the second set illustrates how the design adapts for iPhone screens. From wireframe to user flow, the project demonstrates a cohesive, platform-ready experience that’s visually engaging and maintains brand consistency across devices.

Wireframes for News App
These wireframe layouts show my ability to adapt to the digital side of design by jumping into the U.I. world. I understand to have effective mobile apps and websites, it starts with well-planned wireframes before the site becomes developed.

Spendo Mobile App + Web UI Design
Software: Sketch, InVision
I designed the user interface for Spendo’s mobile app, web dashboard, and supporting landing page, crafting a clean, modern system focused on clarity and usability. The visual approach combined vibrant color, functional layouts, and thoughtful simplicity to improve user engagement and accessibility.

This application was developed to help employees easily track spending and manage budgets. I created high-fidelity screens and detailed user flows, collaborating closely with the product team to ensure a seamless experience across platforms.
Key contributions:
• Built and maintained a cohesive design system
• Designed responsive screens for mobile and desktop
• Developed user flows that simplified complex tasks
• Worked cross-functionally to align UX goals with business needs

Landing page for Healthy Foods:
This project highlights my ability to seamlessly transition into digital design. I created a clean, user-focused layout that aligns with the brand while supporting clarity and conversion goals. It’s a great example of my versatility as a designer, bringing thoughtful User Interface, strategic messaging, and visual consistency to the web experience. Tools used include Sketch and InVision.

Icon & User Experience Illustrations:
This section highlights how I incorporate custom illustrations into user experience and interface design. These graphics are created to enhance clarity, guide users, and bring visual personality to any platform, whether web, mobile, or print.

CASE STUDY:
CableMaster Corp – Brand Refresh & Website Art Direction

Rebranding | Website UI Comps | Marketing Collateral

My Role:
As the Senior Designer and Communications Manager, I led the visual rebranding of CableMaster Corp, including a collaborative redesign of the website. I developed homepage and interior page design comps and worked closely with the web development team at Greenleaf Media to ensure the final execution reflected the updated brand direction. I also created supporting marketing materials and internal communications assets.

Goals:
- Refresh the brand to reflect CableMaster’s quality and capabilities

- Improve online user experience with a clear, product-focused site

- Ensure brand consistency across print and digital platforms

- Support internal and external growth through a more professional brand identity

Results:
- Created brand-forward design concepts that guided the development of the new website

- Strengthened CableMaster’s market perception through consistent, professionally designed collateral

- Improved sales support materials and digital presence, contributing to an 8% growth in sales in 2020

- Elevated trade show presentation with bold, branded visuals and illustrated messaging

Teams I Collaborated With:
- Partnered with Greenleaf Media (Madison, WI) to bring website vision to life

- Worked alongside internal leadership, sales, and marketing staff to align brand direction

- Led communication between external developers and internal stakeholders to keep messaging consistent

Software & Tools Used:
- Adobe Illustrator & InDesign (logo and collateral design)
- Photoshop (image retouching and layout mockups)
- WordPress (oversaw website content and structure)
- Collaboration with Greenleaf Media for site development

CableMaster Email Blast Rebrand
The CableMaster rebrand was a highlight of my time with the company. I developed a new color scheme based on the existing logo and expanded it into a full brand palette. This refreshed visual system was applied across marketing materials to highlight product offerings and drive attention where needed. The “Aluminum is the New Green" email campaign is a strong example showcasing how creative messaging and the brand palette worked together to elevate engagement and visual impact.

Wells Vehicle Electronics – Aftermarket Catalog
Format: Print & Digital | Tools: InDesign, Photoshop, Illustrator
Wells V.E.'s small brochure showcases its aftermarket product line by positioning the brand with a modern, professional look I developed as part of its refresh. The catalog combines product overviews and service offerings into a clean, cohesive layout designed for sales and customer engagement and given out at large trade shows.

Wells Vehicle Electronics – GoTech Smart Diagnostic Tool Campaign
This branded campaign was developed to promote the GoTech Smart Diagnostic Tool and included a full suite of marketing assets. Deliverables ranged from full-page print and digital ads to large-format trade show banners, product instruction sheets, packaging design, and promotional flyers. I also designed the product packaging, helping create a unified brand experience across the product, packaging, and supporting promotional materials.

Wells V.E. – Original Equipment Division
The Original Equipment (O.E.) Division at Wells needed stronger visibility and brand distinction. I developed a high-end visual style to reflect the premium quality of these non-aftermarket products. This included a steel-textured background, layered transparent elements, and sharp angular shapes to convey precision and engineering excellence. A bold red accent was used throughout to highlight key messaging and unify the look across materials.

In addition to the visual design, I developed the creative direction for the product photography by creating storyboards and detailed photo shot sheets for the outside photographer. These materials helped establish a consistent visual approach, ensuring the final photography aligned with the overall brand strategy, marketing objectives, and premium positioning of the product line.

The result was a cohesive product launch campaign that elevated the visibility and perception of the Original Equipment Division while clearly differentiating it from the aftermarket product lines. Through a combination of strategic visual branding, photography direction, packaging, and marketing communications, the campaign created a stronger and more recognizable identity for the O.E. product line. The project demonstrates my ability to guide creative concepts from initial strategy through execution while coordinating multiple creative disciplines to deliver a unified brand experience.

Hastings Air Energy | Brochure Redesign
To replace an outdated folder containing more than 20 individual flyers, I created a modern, streamlined brochure that consolidated Hastings' core products, services, and capabilities into one cohesive piece. This redesign not only elevated the brand's visual identity but also improved usability and professionalism across both print and digital formats.

The new layout features clear organization, updated graphics, and a clean visual approach that aligns with current marketing standards, making it easier for customers to quickly understand the company's offerings and areas of expertise. The brochure was designed to serve multiple purposes, functioning as a sales tool, trade show handout, leave-behind piece, and digital marketing resource.

Throughout the project, I worked closely with stakeholders to evaluate existing materials, prioritize content, improve information hierarchy, and create a more effective user experience. The goal was to simplify access to information while presenting the company in a more polished and professional manner.

The result was a versatile marketing and sales tool that replaced a fragmented collection of individual flyers with a single, easy-to-use resource. The redesigned brochure improved consistency across customer communications, strengthened the Hastings brand presentation, and made product and service information more accessible for both customers and sales teams. By consolidating information into one professionally designed piece, the project also improved efficiency, reduced the need for multiple collateral pieces, and provided a stronger foundation for future marketing and trade show initiatives.

CASE STUDY
Sterlco Steam Division – ACS Group

My Role:
As the Senior Graphic Designer, I led the creative strategy and execution for Sterlco’s trade show materials. From large-format booth graphics to supporting collateral, I ensured every visual touchpoint reflected the division’s engineering expertise while standing out on the floor.

Goals:
- Develop a bold and cohesive trade show presence to attract leads and spark conversation.

- Translate complex engineering concepts into clear, visually engaging booth graphics.

- Support the sales team with branded brochures, data sheets, and presentation materials to enhance their effectiveness and efficiency.

- Ensure consistency with the broader Sterlco rebrand across all show assets.

Results:
- Designed a visually unified booth experience that enhanced visibility and audience engagement.

- Delivered supporting materials (brochures, product literature, video loops) tailored to the event audience.

- Collaborated with engineering and sales teams to highlight product benefits clearly and accurately.

- Contributed to a 30% increase in qualified leads during key trade events.

Collaborated With:
- Engineering and sales departments for technical accuracy and messaging.

- Marketing Manager to align design with campaign goals.

- External print vendors and booth fabricators to manage final production specs.

Software & Tools:
- Adobe Illustrator & InDesign for layout and large-format print design.
- Photoshop for imagery and product visuals.
- Premiere Pro for looping booth video content.
- PowerPoint for presentation materials used during the event.
- Teams for team coordination and asset review.

Hastings Air Energy Control,
This series of trade show banners was developed using the Hastings brand color palette, messaging, and visual identity to highlight the company's products, services, and industry expertise. The goal was to create a strong visual presence that would attract attention in busy trade show environments while reinforcing the company's reputation as a leader in industrial air filtration and dust collection solutions.

The designs feature bold color, clean layouts, impactful imagery, and concise messaging that help communicate key benefits quickly and effectively. Each banner was carefully designed to maintain brand consistency while ensuring individual products and services remained easy to identify. The polished visual approach reflects the high-quality engineered solutions Hastings provides and helps differentiate the company from competing exhibitors.

These banners were displayed at major industry trade shows and events, including FABTECH, Powder & Bulk Solids, and other national exhibitions where Hastings connects with engineers, manufacturers, and industrial decision-makers.

The result was a cohesive trade show banner system that strengthened the Hastings brand presence across multiple national events. The banners created a more professional and recognizable exhibit environment, improved visibility on crowded trade show floors, and helped communicate key products and services at a glance. By combining strong branding, clear messaging, and a consistent visual approach, the campaign supported lead generation efforts, reinforced brand recognition, and provided a flexible set of assets that could be used across a variety of trade show and marketing applications.

CableMaster/Generac Virtual Confernce
During the COVID-19 lockdowns, CableMaster participated in a national virtual trade show hosted by Generac. To support the event, I developed a series of digital promotional assets designed to replicate the visual impact of an in-person trade show experience while encouraging customer engagement in an online environment.

Using CableMaster's established brand colors, product imagery, and messaging, I created graphics that highlighted featured products, special promotions, and key product benefits. The designs were developed to quickly capture attention, communicate value, and direct visitors to either the company website or sales team for additional information and purchasing opportunities.

Special consideration was given to creating visually engaging content that would stand out in a crowded virtual event space while maintaining consistency with the CableMaster brand and overall marketing strategy.

The result was a cohesive set of branded digital assets that helped strengthen CableMaster's presence during a time when traditional trade shows and face-to-face selling opportunities were limited. The virtual conference materials provided an effective way to showcase products, support customer engagement, and maintain brand visibility within the Generac dealer network. This project demonstrates my ability to adapt marketing communications to changing environments while creating digital experiences that support both brand awareness and sales objectives.

Wells V.E. Trade Show Booth Assets & Marketing Giveaways
I led the concept development and design execution for this integrated trade show marketing package, which included large-format banner displays, product-focused T-shirt designs, and full-color print and digital advertisements. The goal was to create a cohesive visual presence that would attract attention, support product awareness, and strengthen the Wells brand before, during, and after the event.

The creative direction centered around a grey steel texture and industrial-inspired graphics to reflect the company's manufacturing heritage and technical expertise. Product-specific messaging was incorporated throughout the campaign to highlight key offerings while maintaining a consistent visual identity across all materials. From wearable promotional items to large-scale exhibit graphics, every element was designed to work together as part of a unified trade show experience.

The project required consideration of multiple formats, production methods, and audience touchpoints to ensure a seamless brand experience across the trade show floor and supporting marketing channels.

The result was a coordinated trade show campaign that created a strong and recognizable presence for Wells V.E. while supporting product promotion and customer engagement. By maintaining a consistent visual language across banners, apparel, and advertising, the campaign helped reinforce brand recognition and create a more memorable experience for attendees. This project demonstrates my ability to develop and execute integrated marketing assets across multiple channels while balancing branding, messaging, production requirements, and event marketing objectives.

Designing with Purpose – Infographic Series
This project explores how visual style can influence the way information is communicated and perceived. Using the same content and message, I created two distinct infographic concepts, each designed for a different audience and brand personality.

One version takes a clean, structured, and modern approach, making it well suited for corporate, technology, and professional service organizations. The second embraces a more expressive, hand-drawn style that feels approachable, creative, and highly personalized. While both designs communicate the same information, each uses a different visual language to create a unique audience experience.

The project demonstrates an important part of my design approach: adapting the creative solution to fit the brand, audience, and communication goals rather than relying on a single visual style. Whether a project requires a polished corporate aesthetic, a more creative approach, or something in between, I focus on developing design solutions that support the message while remaining authentic to the brand.

The result is a side-by-side comparison that highlights the importance of strategic design decisions and audience-focused communication. By demonstrating how the same information can be presented through different visual styles, this project showcases versatility, creative problem-solving, and the ability to tailor design solutions to meet a variety of branding and communication objectives.

How to Get a Scholarship
This infographic was designed to simplify the college scholarship process by transforming a complex topic into an engaging, easy-to-follow visual guide. The visual approach combines bold icons, custom illustrations, and a clear step-by-step layout to help students navigate what can often feel like an overwhelming experience.

Designed to be both educational and approachable, the piece demonstrates my ability to organize information, establish visual hierarchy, and communicate key messages in a way that is both engaging and easy to understand. Every design decision, from layout and typography to illustration and iconography, was made to support clarity, motivation, and accessibility for a younger audience.

The result is a visually engaging educational tool that breaks down a complicated process into manageable, actionable steps. By combining clear communication with thoughtful visual storytelling, the infographic helps improve understanding, encourages engagement, and makes information more accessible. This project demonstrates my ability to transform complex information into audience-focused visual communications that educate, inform, and inspire action.

This collection highlights a range of branding, identity, logo design, and illustration projects created for businesses, organizations, publications, and marketing initiatives. While each project serves a unique audience and purpose, all were developed with the same goal: creating memorable visual identities that communicate clearly and support long-term brand recognition.

Brand Systems & Product Identity
The Hastings Product Identity System was developed to support multiple product lines, marketing initiatives, and campaign series. Each badge was designed to maintain a consistent connection to the Hastings brand while allowing individual products and programs to establish their own visual identity through color, typography, and graphic elements.

These assets were used across digital marketing, social media, sales materials, and promotional campaigns to create a cohesive and recognizable brand experience.

Logo Design & Brand Identity
Every logo in this collection was custom designed to reflect the personality, audience, and goals of the organization it represents. From restaurants and small businesses to community organizations and faith-based institutions, each identity was developed to create a memorable and authentic visual presence.

Projects range from traditional and professional to whimsical and illustrative, demonstrating the ability to adapt visual style to fit the needs of each brand while maintaining clarity, versatility, and long-term usability.

Illustration & Creative Asset Development
These illustrations were created for Bright Ideas Magazine as part of a downloadable collection available to subscribers. Designed around seasonal themes, holidays, and community events, the artwork was developed to be flexible, engaging, and easy to incorporate into a variety of printed and digital applications.

Examples are shown both as standalone illustrations and as completed layouts demonstrating how the artwork was applied in real-world marketing and communication materials.

Publication Covers & Custom Identity Design
These publication covers were created for LPi and customized for churches throughout the country. Each cover incorporates a unique logo or visual identity developed specifically for the individual congregation, helping create a stronger sense of ownership and recognition while maintaining the publication's overall design standards.

The Queen of Mary identity shown here is one example of a custom-designed mark created to communicate grace, strength, and spiritual symbolism through a clean, balanced visual approach.

The result is a diverse collection of identity, branding, and illustration work that demonstrates versatility across industries, audiences, and visual styles. These projects showcase my ability to create everything from structured brand systems and logos to custom illustrations and publication graphics while maintaining a focus on clear communication, strong visual storytelling, and meaningful brand experiences.

NGK Spark Plug, a Division of Wells V.E.
Software: Illustrator, indesign, Photoshop

PRODUCT PACKAGING DESIGN
This collection highlights packaging concepts and production-ready packaging developed for automotive and technology-related products. From early concept exploration through final production, each project was designed to balance brand consistency, product visibility, and real-world manufacturing requirements.

NGK Spark Plug – Ignition Coil Packaging Concepts
For NGK's ignition coil product line, I developed multiple packaging concepts designed to modernize the product presentation and strengthen shelf presence. Each concept explored a different creative direction while maintaining alignment with NGK's established brand standards.

The project included concept development, presentation materials, packaging layouts, and production-ready artwork. Special attention was given to product visibility, information hierarchy, and creating a clean, professional look that would appeal to both distributors and end users.

The result was a series of packaging concepts that provided stakeholders with multiple creative directions while maintaining a cohesive brand experience. The project demonstrates my ability to develop packaging solutions from initial concept through production while balancing marketing objectives, branding requirements, and practical packaging considerations.

Wells Vehicle Electronics – GoTech Smart Diagnostic Tool Packaging
The GoTech Smart Diagnostic Tool packaging was designed to support the product's innovative, technology-focused positioning while maintaining consistency with the overall campaign. The design combines bold graphics, product-focused messaging, and a clean visual hierarchy to create a professional and recognizable product presentation.

In addition to the packaging design, the project required consideration of product marketing, brand consistency, production requirements, and how the packaging would be used across promotional materials and customer-facing communications.

The result was a cohesive packaging solution that reinforced the product's high-tech positioning while supporting broader marketing efforts. By aligning the packaging with the overall campaign strategy, the project helped create a unified brand experience across product packaging, promotional materials, and customer communications.

INDEPENDENT PROJECTS & CREATIVE EXPLORATION

This collection highlights projects created outside of day-to-day client work, driven by curiosity, storytelling, culture, education, and visual experimentation. Some were developed as self-initiated concepts, while others were created for community organizations, local businesses, or special events. Together, they showcase a broader range of creative thinking, illustration, layout design, and visual storytelling.

Vietnamese-Inspired Calendar Design
This calendar series explores the intersection of culture, pattern, and illustration. Each month features custom artwork and hand-rendered elements inspired by Vietnamese design influences, creating a unique visual experience that celebrates tradition through contemporary design.

Event Branding & Promotional Design
The Choo Choo Fest promotional package was developed for a vintage-inspired retail business with a strong 1960s and 1970s aesthetic. The project included event branding, poster design, and supporting promotional materials designed to capture the spirit of the event while creating a recognizable and engaging visual identity.

Infographics & Information Design
These projects demonstrate my ability to transform information into engaging visual communication. Through the thoughtful use of typography, illustration, icons, and layout, complex topics become easier to understand and more enjoyable to explore.

Community & Event Communications
These announcement pieces, invitations, posters, and bulletin board designs were created to support community engagement and event promotion. Each project balances clear communication with visual appeal, helping important messages stand out while creating a welcoming and memorable experience.

Creative Illustration & Visual Exploration
This collection includes personal illustration work, digital experiments, brush studies, and colored pencil explorations. These projects provide an opportunity to explore new techniques, expand creative skills, and push visual styles in unexpected directions while continuing to develop as an artist and designer.

The result is a diverse collection of work that demonstrates creative versatility beyond traditional marketing and corporate communications. These projects showcase my ability to adapt visual styles, explore new ideas, communicate information creatively, and develop engaging design solutions across a wide range of subjects, audiences, and formats.

ILLUSTRATION STUDIO

This collection showcases a range of illustration styles developed for editorial publications, educational materials, invitations, marketing communications, and personal creative exploration. While each piece serves a different purpose, they all share a common focus on storytelling, visual communication, and audience engagement.

Colored Pencil Illustration
This detailed colored pencil composition explores texture, layering, color, and depth through traditional illustration techniques. Projects like this strengthen my ability to observe details, create visual interest, and communicate ideas through handcrafted imagery.

Graphite Realism Studies
These graphite illustrations focus on proportion, value, texture, and form. Developing strong drawing fundamentals helps inform many aspects of my design work, including composition, balance, visual hierarchy, and attention to detail.

Character Illustration & Invitation Design
This custom animal illustration series was created for a baby shower invitation and supporting event materials. The project demonstrates the ability to create personality-driven artwork that feels approachable, memorable, and emotionally engaging while supporting the overall communication goals of the event.

Editorial & Publication Illustration
Created for Bright Ideas Magazine, these themed illustration collections were developed as downloadable resources for subscribers. Designed around holidays, seasonal events, and community celebrations, the illustrations were created to be flexible and easily incorporated into both print and digital layouts.

The examples shown demonstrate both the standalone artwork and the final publication pieces in which the illustrations were used.

Educational Illustration & Book Cover Design
Discover the Ocean was created as part of an educational series designed to spark curiosity and encourage exploration. The bright color palette, playful underwater environment, and engaging character illustrations were developed to attract attention while supporting the educational theme of the publication.

Results
This collection demonstrates versatility across traditional and digital illustration, educational content, editorial publishing, event communications, and character development. It highlights my ability to adapt illustration styles to different audiences and objectives while using visual storytelling to create engaging and memorable experiences.