When Crossfit Gantry planted new roots in in Long Island City, New York, they wanted a brand that harkened back to the industrial days of the neighborhood while introducing the crossfit lifestyle to local residents in an open and inviting environment. The Crossfit Gantry crest pays homage to the gantry structures, which still decorate the East River, while the surrounding icons represent the variety of strength, competition, and gymnastics training offered at the gym. Business cards and brochures were created to inspire movement in the community while poster designs double as wall murals, collectively evoking familiar figures of the industrial surroundings with a crossfit twist!
With the return of Francois Payard to the Upper East Side, I worked with Chef Payard in creating the branding and packaging for the opening of FPB Bakery and the FP Patisserie flagship store in New York City. Each packaging design, from assembly methods to packing methods, from tray sizes to bag sizes, and from material finishes to print varnishes, were custom-fit for all chocolates, macarons, and pastries, individually as well as collectively.
Snowdays Shaved Cream provides a variation of traditional shaved ice using an assortment of flavored ice cream which results in an unique smooth, light and fluffy texture. A year after opening when the brand was ready to expand, I was asked to help create designs that promoted the move. This series of posters takes customers on a journey with Eddie the Yeti across neighborhoods where the shops are located in New York City. Landmarks include the Statue of Liberty, the Brooklyn Bridge, Washington Square Park, and Flushing Meadows Corona Park in Queens. A fun surprise while eating your shaved cream is the iconic blue spoon that changes colors when cold!
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Fu Lu Shou
You are likely to find in many Chinese family homes the statues of the Three Stars: Fu Xing, Lu Xing, and Shou Xing. It is believed that when you have Good Fortune (Fu), Prosperity (Lu), and Longevity (Shou), you possess the 3 complete attributes of a good life. This is one of many Chinese traditions I grew up with and have come to appreciate more as I define what it means to be a Chinese-American in today's society. The illustrations below combine the traditional character designs with a modern pop art style, breathing new life into the Three Stars.
Dreams Come True
Illustrations for a book gifted by Jaquann Holley to his son Jayce on his 5th birthday. The story captures the adventures and fantasies Jayce shares with his father, and teaches kids all dreams are possible, just as long as you believe in them.
Dynamic Boundaries is a biotechnology company focused on developing a safe and cost-effective injectable lubricant treatment for osteoarthritis. The formula of the lubricant is designed to provide lasting protection against further joint damage. The founders of the company approached me with a vision for a logo that embodied the company's product and core principles. So I decided to marry the smooth qualities of the product with the company's nimbleness and progressive endeavors. The end result is an icon of the letters D and B connected by a continuous line that also resembles the shape of a water droplet, which is angled at 45 degrees to evoke forward momentum.
Branding and packaging for a new, authentic Filipino hot sauce by Michael Dadap.
Branding and packaging for Tilden Salt.
Brand identity and logos created for various clients.