Architecture is design in three dimensions. So designing for an architect has to be smart, structural, and detail oriented. William Duff Architects wanted a visual identity that reflected their academic roots, modernity, and commitment to green building.
Working with Straightforward Creative, we developed a new logo and wordmark that captured the essence of the firm. Expansive, tactile, with a personal approach. These elements could be used together and separately, creating a cohesive system that works across both print and digital. Including responsive design elements that allow for dynamic content on smartphones and tablets.
Vara—in Spain, Portugal, and Latin America—is a unit of measure equal to 33 inches. This seemingly foreign measure is ingrained in the streets of San Francisco. The city was designed with each block measuring 100 x 150 vara.
This also became the guiding principal for the business identity of Studio VARA to accentuate their specialty in urbanism. A grid of San Francisco neighborhoods were blind stamped on the back of each business card. And employees were given a collection of different streets for their cards.
Access Institute, a nonprofit offering free or low cost mental health care for San Franciscans, holds their annual fundraiser, Spectrum. This event helps not only helps raise money, it raises awareness of this privately funded organization.
In addition to generating interest in the event, these materials are charged with the task of showcasing an Access program to help illustrate their good work. Each year, newsprint posters serve as save the dates to trigger excitement and explain the specific goal of that year’s event.
Set in the hills of Southern Belize, the Belcampo ecolodge needed a guidebook that featured their available lodging and activities while conveying the mood, style, and beauty of the location. A cloth- and leather-bound book was created for quality and longevity, while removable pages allowed for updating content whenever necessary. A map served as the endpaper to orient guests with the surroundings. And a photography guide helped dictate the style of images needed to showcase the activities in the best light.
San Francisco-based therapist and psychoanalyst, Stephen Sabin, wanted a business system that reflected his practice as well as himself. To articulate the steady and solid essence of his work, we used neutral shades of grey and creams combined with rich paper textures and letterpress type.
My love of books spills over to my love of book design. Book covers are like posters and logos, they describe a book more quickly than the even synopsis. The right book cover will speak to the right reader, capturing his or her attention from across the room.
The best logos communicate something immediately—and ongoing. My approach to logo design is to say the most with the least. To make every last detail matter.
Boutique winemaker, Lamotte Cellars, wanted a simple mark for their new wine that reflected family heritage. The only existing image of the Lamotte family crest was a 200-year-old tapestry hanging in France. Redrawing the crest with a contemporary line and pairing it with modern typography created a fresh mark with timeless heritage.
Writer/Director Jason Headley’s prior identity used political design to satirize campaigning for freelance work. He wanted to keep the joke, but add a greater element of class. We rethought the look in a modern way that incorporated a vintage sense of humor. In addition to the digital work, campaign buttons were created in lieu of business cards. These very tactile buttons made from resin were a big hit.
Colburn started in the 1950s as a community music school. But after adding a conservatory, academy, and dance school, they wanted to reintroduce themselves as a leader in Performing Arts Education on a national and international level—with the mission of providing the highest level of training for gifted artists.
Structure and creativity are the core of music and dance. So we sought a visual representation of these two things in one logo. The structure of staff lines giving way to the flow of sound waves. The rigor of discipline becoming the inspiration of dance.
Designed at Addis
TCHO chocolate had grown as a company, but their web site had not grown with them. The user experience was unruly and didn’t communicate the same level of polish as the brand. We rethought and restructured the site information and reshot all the product photography. In addition, we reflected the company’s vision of teaching developing countries how to grow and make chocolate through TCHOsource.
For the products themselves, new product packaging was designed to keep with the existing brand, originally designed at Edenspiekerman. Interior and exterior store signage was rethought as more product lines were developed.
This was a team effort, thanks to: Ed Ng, Richard Richards, Suzanne Baxter
Moyo Jasiri is a non-profit organization seeking to empower women to live to their highest potential. We created the logo as a visual depiction of the Swahili meaning of Moyo Jasiri: “strong heart.” And screen printing accentuated the grass roots nature of the organization.
San Francisco architect Christian Dauer recognized that his online portfolio was being increasingly viewed on smaller devices. So he wanted a site that featured his work in a bigger, bolder way. Image became hero, showcasing the architecture with simple navigation and expandable information on each page, in a way that invited the user to walk through the rooms of his work.
Film titles play an important role in a story. They have to feel like they belong to the world of the film, make an elegant point, and convey a dense amount of information. It’s a unique challenge that I enjoy.