I was asked to design California Family Fitness' Annual Employee Appreciation Party Invitations. With this project, I was given creative freedom to stray away from our corporate branding. After much brainstorming, we decided to develop a theme around the phrase, "A Truly Magical Night."
When I think of a magical night, shooting stars come to mind. I wanted to create movement in the piece while also incorporating the type into the design as well.
Tom Deluca is a hypnotist who performs annually for the students at Sac State University. It is one of the main events every year so it was a bit daunting to come up with something new and fresh, something the students haven't seen before. After research and brainstorming, I came across the concept of illusions.
I took Tom Deluca's name and created an illusion of his name with the word "hypnotist" as its shadow. It plays on the idea of what you see is not what you get. I was inspired by the Victorian age when creating the look and atmosphere of the poster. A looming presence with the possibility of magic being real.
It was a lot of trial and error to get the right image for this poster. I had to get the angle of the lighting right to cast the perfect shadow without being in the frame of the photo. The image was made possible by paper, a die-cutter, a lamp, and a styrofoam board.
This project was created for The University Union Gallery's 2012 Fall Semester of Visiting Artists. I had a lot of creative freedom with this so I decided to try my hand at yarn typography. It was a fun project that I personally loved doing. My favorite part was hammering, a nice way to destress! Note: No thumbs were harmed in the making of this project.
I got two pieces of plywood about 4 ft. tall, one for the front and one for the back. After painting them white, I hammered about 600+ nails into the board outlining the type and the board itself. I then took 4 different colors of yarn and just started stringing in a random pattern. I made sure to evenly distribute the yarn and avoid over-clustered areas. The unique thing about the final result was being able to create a gradient from green to blue. This was achieved by purchasing a more reflective silk yarn. Using natural lighting, in a dim room helped to create the effect you see.
Every year, we are given the task to create a few designs for the California Family Fitness Brand apparel. In keeping with my love for hand-lettering and combining different typefaces, I designed and illustrated a few options. Some were selected for various promotional and retail items.
Every year at the State Fair, California Family Fitness acquires a booth in the fair's main hall. As a way to make it fun for kids to learn about how to stay active and eat right, we decided to create a fun lunch box as a giveaway. Each box included a few Cal Fit freebies and informative information for both the kids and the parents.
The Wanderment Product Line has a theme of spontaneous adventure. The word "wanderment" is a mash up of the term wanderlust and wonderment. Wanderlust is a strong desire to travel and explore; wonderment is a state of awed admiration. With this in mind, the philosophy of this product line is that adventure is everywhere, you just have to create it. With this in mind, the products produced are designed for the explorer of the world.
The product line includes a tote bag, clutch pouch, pull-string pouch, notebook cover, and pencil pouch. Each item is created to go along with each other as a set. With the products, a catalog and packaging is designed as well. In keeping with the theme of adventure, they’re each designed with a playful aesthetic using bright colors that were taken from the products itself.
This was created for one of our many Cal Fit Facebook campaigns. The idea was to create an ambiguous design that was reminiscent of a great summer getaway in Lake Tahoe.
This is a personal project of mine that I did for Valentine's Day. I took my love for sea creatures and illustrated greeting cards to send out to my family and friends. Here you will see a shark, narwhals, an octopus, and seahorses with hand-lettered greeting. I plan to further this project by adding new animals and extending it to other holidays.
This report was designed to showcase the growing problem of poverty right in our city. Perceptions: What's Your Point of View highlighted and challenged the stereotypes that are often given to the homeless. The question often asked is, "is this really what poverty looks like?" This project is collection of truths and facts that people most often choose to ignore. It was definitely an eye-opening project.
My design approach to this report was to create something that people would want to pick up. I wanted to create something that's eye-catching and delivers information in a way that's easy to read. Serious issues like poverty are more likely to be seen in 12pt. Times New Roman text that runs on for 12 pages, front and back. I've read textbooks like that. I never had the patience for it. With this project, I created a visually nice way to showcase serious issues.
Sacramento-based artist, Micah Crandall-Bear featured a series of his artwork in the University Union Gallery at Sac State. His pieces were inspired by vintage polaroids of landscapes and focused heavily on texture and color to create them.
Keeping in the style of his artwork, I kept the composition simple and clean and focused more on a type solution that doesn’t distract the piece. The choice to go with a serifed typeface as well as a thin sans serif came from the observation of vintage type.
Below is the front and back of the flyer highlighting his exhibition dates. For more of Micah Crandall Bear's Artwork that was featured in this show, click here.
I designed and illustrated the promotions for California Family Fitness' Open House. It's an event that occurs every 1st Wednesdays of every month that's open to members and non-members. It's a chance for everyone to understand the benefits and take advantage of the ammenities that a lot of people don't know are available. It's also a chance for everyone to get to know the staff like it's their family.
It was fun and challenging illustrating this piece. The building is based one of the most recognizable clubs we have, Laguna. The sales VP's wanted something friendly, eye-catching, and welcoming. It's definitely something different than the other promotional items seen in the clubs. This focused on the fact that our gyms don't just focus on the intense workouts, it's also a place where families can go to spend time together while living an active life.
These "fish" cards were created as a way to recognize excellent employees. The design for these cards were based on the Fish! Philosophy and the idea that an employee has been "caught" showing great customer service.
I designed and illustrated informative nutrition flyers for our Open House event at California Family Fitness. It's a reference tool for the members and non-members who attend. The information is organized in an easy-to-read layout and is designed in a way that won't overwhelm the reader.
I created a series of motivational race signs that are going to be displayed in the California International Marathon. The signs were made for the California Family Fitness Sponsored part of the course, miles 12 to 15.
It had to be designed in a way that was eye-catching as well as readable at a glance. With a fun background that wasn't too distracting, I relied on keeping the typography prominent. I also wanted to display the quotes in a way that wasn't boring so I highlighted a few key words.
Every year, the UNiQUE program at Sac State puts out a staff t-shirt that summarizes all the events that went on. They include concerts, comedic performances, movie screenings, lectures, etc. Throughout the year, each event has been designed and promoted. I decided to take each design and incorporate them into a wall of framed memories.