Be A Boss
Inspired by my passion for guitar and music, I created a self-initiated/spec campaign for BOSS—the industry leader in guitar pedals and effects whose products have been used by some of most famous artists and musicians of all time.
The Campaign
Featuring iconic musicians known for using BOSS pedals,
“BE A BOSS” highlights the way each guitarist shapes
and controls their own signature sound through the
different combination of pedals they choose.
“BE A BOSS” highlights the way each guitarist shapes
and controls their own signature sound through the
different combination of pedals they choose.
The secondary tagline “More________.” promoted the
idea that you can never have enough effects.
idea that you can never have enough effects.
Custom type treatments were combined with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Color & Typography
The color-coded system assigned each individual pedal to a separate hue. Highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Neue Haas Grotesk by Christian Schwartz was chosen for its precise clarity and to reflect the utilitarian functionality of the pedals themselves.
Neue Haas Grotesk by Christian Schwartz was chosen for its precise clarity and to reflect the utilitarian functionality of the pedals themselves.
The campaign utilized a flexible grid system.
Motion
The motion system brought the typography to life,
simulating a kinetic, visual representation of each
pedal effect.
simulating a kinetic, visual representation of each
pedal effect.
OOH
Social
Print
TV End Card
Agency:
Studio B
(Spec Work)
Client:
BOSS
Sector:
Music
Type:
Campaign
What I Did:
Everything
Studio B
(Spec Work)
Client:
BOSS
Sector:
Music
Type:
Campaign
What I Did:
Everything
This was a self-initiated personal project inspired by my passion for guitar and music.
Challenge:
Guitar sales are down and guitar-based music is being challenged by the popularity of new music genres. BOSS pedals needed to create a campaign that generated excitement and re-captured the iconic and innovative spirit of the brand as well as their diverse lineup of products.
Insight:
Guitar players are addicted to collecting pedals and can never have “enough.”
Solution:
“BE A BOSS” is a campaign that highlights the way each guitarist shapes and controls their own signature sound through the different combination of pedals they choose. Informed by the insight that guitarists love to collect pedals, a secondary tagline “More________.” promoted the idea that you can never have enough effects.
Visually striking, animated posters combined custom type treatments with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Neue Haas Grotesk typeface by Christian Schwartz was chosen to reflect the utilitarian functionality of the pedals themselves while highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Finally, the campaign also uses photos of real musical bosses—iconic artists and musicians known for using BOSS pedals.
Result:
The campaign is both a celebration of the past and a look towards the future—empowering customers to take control of their creative and musical destinies.
Challenge:
Guitar sales are down and guitar-based music is being challenged by the popularity of new music genres. BOSS pedals needed to create a campaign that generated excitement and re-captured the iconic and innovative spirit of the brand as well as their diverse lineup of products.
Insight:
Guitar players are addicted to collecting pedals and can never have “enough.”
Solution:
“BE A BOSS” is a campaign that highlights the way each guitarist shapes and controls their own signature sound through the different combination of pedals they choose. Informed by the insight that guitarists love to collect pedals, a secondary tagline “More________.” promoted the idea that you can never have enough effects.
Visually striking, animated posters combined custom type treatments with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Neue Haas Grotesk typeface by Christian Schwartz was chosen to reflect the utilitarian functionality of the pedals themselves while highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Finally, the campaign also uses photos of real musical bosses—iconic artists and musicians known for using BOSS pedals.
Result:
The campaign is both a celebration of the past and a look towards the future—empowering customers to take control of their creative and musical destinies.
Coast Brewing Co.
Inspired by my passion for surfing, I created a fictional brand—Coast Brewing Co.—a new Southern California-based craft beer company inspired by the rich history and lifestyle of surf culture.
Logo
Like waves slowly rolling in, the extended letterforms give the logo a relaxed, calming and “laid back” feel.
Brand Mark
Acting as a visual mnemonic, a breaking ocean wave is reflected in the negative space of the letterform mark.
Website
Package
The cans feature unique artwork based on different seasonal lines released throughout the year.
Color & Typography
Avoiding the interlocking letterforms used in classic surf posters, ABC Ginto Nord is a playful, geometric-humanist, sans serif typeface by Dinamo that mimics the soft curves of ocean waves.
The vibrant and natural color palette was inspired by cool and warm tones commonly found in the coastal environment.
Grid System
The grid system was based on a flexible, modular layout.
Photography
High-key, colorful, lifestyle photography of people and places was used to communicate the essence of the brand.
Lockups
Illustration
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Collaborations
Limited edition brand collaborations feature iconic surf artists and photographers.
Collateral
Social & OOH
Agency:
Studio B
(Spec Work)
Client:
Coast Brewing Co.
Sector:
Food & Beverage
Type:
Brand Identity
What I Did:
Everything
Studio B
(Spec Work)
Client:
Coast Brewing Co.
Sector:
Food & Beverage
Type:
Brand Identity
What I Did:
Everything
This was a self-initated personal project inspired by my passion for surfing.
Challenge:
The brief was to create a unique, craft beer brand identity that celebrated Southern California’s rich surfing culture and history and also captured the timeless freedom, playfulness and youthful spirit of surfing. The brand also needed the flexibility to be able to grow and expand in the future.
Insights:
Southern California is famous for its rich surf culture and history.
Surfing is seen as a quintessential summertime activity.
Surfing is primarily a fun, youthful, recreational activity.
Solution:
While there are hundreds of craft beer brands, many are generic and lack character and originality. Coast Brewing Co. draws on the rich history, longstanding traditions and lifestyle of surfing in Southern California that has become a cultural phenonmenon, sport and popular lifestyle specific to the region.
Embracing the youthful spirit, vitality and lifestyle of surf culture, the visual language of the brand is driven by fun, playful illustrations and a vibrant, coastal-inspired color palette.
ABC Ginto Nord was used for the wordmark—a contemporary, geometric-humanist typeface by Dinamo Type Foundry, that mimics the soft, rounded curves of ocean waves. The high x-height in the extended weight of the letterforms gives the logo a “laid back” and relaxed quality. Reflecting a breaking ocean wave in the negative space, the letterform A acts as a visual mnemonic and was naturally employed as the letterform brand mark.
A suite of lockups further extended the brand language and the rich, down-to-earth color palette features a combination of warm and cool tones commonly found in the coastal environment.
Drawing on the influence of Mid-century modern graphic designers Paul Rand and Saul Bass, hand-drawn, custom illustrations were created using flat colors and shapes. Stylistic variations allowed for maximum flexiblity across different seasonal product lines.
Art directed lifestyle photography sought to communicate summer, youth and fun by using warm color tones and dreamy, overexposed images.
Results:
The new identity captures the spirit and history of surf culture in an authentic way.
Challenge:
The brief was to create a unique, craft beer brand identity that celebrated Southern California’s rich surfing culture and history and also captured the timeless freedom, playfulness and youthful spirit of surfing. The brand also needed the flexibility to be able to grow and expand in the future.
Insights:
Southern California is famous for its rich surf culture and history.
Surfing is seen as a quintessential summertime activity.
Surfing is primarily a fun, youthful, recreational activity.
Solution:
While there are hundreds of craft beer brands, many are generic and lack character and originality. Coast Brewing Co. draws on the rich history, longstanding traditions and lifestyle of surfing in Southern California that has become a cultural phenonmenon, sport and popular lifestyle specific to the region.
Embracing the youthful spirit, vitality and lifestyle of surf culture, the visual language of the brand is driven by fun, playful illustrations and a vibrant, coastal-inspired color palette.
ABC Ginto Nord was used for the wordmark—a contemporary, geometric-humanist typeface by Dinamo Type Foundry, that mimics the soft, rounded curves of ocean waves. The high x-height in the extended weight of the letterforms gives the logo a “laid back” and relaxed quality. Reflecting a breaking ocean wave in the negative space, the letterform A acts as a visual mnemonic and was naturally employed as the letterform brand mark.
A suite of lockups further extended the brand language and the rich, down-to-earth color palette features a combination of warm and cool tones commonly found in the coastal environment.
Drawing on the influence of Mid-century modern graphic designers Paul Rand and Saul Bass, hand-drawn, custom illustrations were created using flat colors and shapes. Stylistic variations allowed for maximum flexiblity across different seasonal product lines.
Art directed lifestyle photography sought to communicate summer, youth and fun by using warm color tones and dreamy, overexposed images.
Results:
The new identity captures the spirit and history of surf culture in an authentic way.
Mind Mischief
A self-initiated / spec work visual identity and campaign for psychedelic-pop band Tame Impala inspired by my passion for music and lettering.
Logo
Informed by the music, the custom wordmark was designed to be semi-transparent and also psychedelic in nature.
An animated, abstract, neon gradient was a visual representation of the song name.
An animated, abstract, neon gradient was a visual representation of the song name.
Microsite
The brand identity also utilized Microgramma—
Tame Impala’s official brand typeface.
Tame Impala’s official brand typeface.
Social
The campaign was extended across digital and printed touchpoints.
Collateral
OOH
Live Show
Agency:
Studio B
(Spec Work)
Client:
Tame Impala
Sector:
Music & Entertainment
Type:
Visual Identity
Campaign
What I Did:
Everything
Studio B
(Spec Work)
Client:
Tame Impala
Sector:
Music & Entertainment
Type:
Visual Identity
Campaign
What I Did:
Everything
This was a self-initiated personal project initially inspired by my passion for lettering.
Challenge:
Tame Impala needed a campaign and visual identity to promote the release of their new single “Mind Mischief.”
Insight:
The name Tame Impala was inspired by the animals indigenous to South Africa.
Solution:
Informed by the psychedelic nature of the music, a custom lockup was created and a highly saturated, animated, abstract, gradient color field was used to symbolize a restless mind. Stacked and repeating typography typeset in the brands official typeface Microgramma was used to reflect the heavily processed and looping effects within the song. The full campaign extended across both physical and digital touchpoints.
Results:
The new identity connects the music to the band in an authentic and unique way.
Challenge:
Tame Impala needed a campaign and visual identity to promote the release of their new single “Mind Mischief.”
Insight:
The name Tame Impala was inspired by the animals indigenous to South Africa.
Solution:
Informed by the psychedelic nature of the music, a custom lockup was created and a highly saturated, animated, abstract, gradient color field was used to symbolize a restless mind. Stacked and repeating typography typeset in the brands official typeface Microgramma was used to reflect the heavily processed and looping effects within the song. The full campaign extended across both physical and digital touchpoints.
Results:
The new identity connects the music to the band in an authentic and unique way.
The Sounds of Coca-Cola
As a mirror opposite to the startup brand, I challenged myself to create a fictional campaign for a brand that is ubiquitous and everywhere.
Bold all caps typography typeset in House Industries’
timeless geometric sans Neutraface was used for
maximum visual impact.
timeless geometric sans Neutraface was used for
maximum visual impact.
Package
Social
OOH
Agency:
Client:
Coca-Cola
Type:
Campaign
Studio B
(Spec Work)
(Spec Work)
Client:
Coca-Cola
Sector:
Food & Beverage
Food & Beverage
Type:
Campaign
What I Did:
Everything
Everything
Challenge:
The brief was to develop a new evergreen campaign and generate excitement for Coca-Cola—a 137 year old brand that already has instant brand recogntion. The challenge was how do you create something “fresh” for an ancient brand that hasn’t been seen a million times before?
Solution:
While Coca-Cola is easily recognizable by its iconic bottle shape or even the color red, the sounds of a Coke are arguably just as well known—the “pop” of the cap, the “fzz” of the carbonation and the “ahh” after taking your first sip.
Using typographic onomatopeia and bold typography in Coca Cola’s iconic red, black and white brand colors, the campaign visualizes the sounds and experience of Coca-Cola across packaging, digital OOH billboard ads and posters, social media and an animated TV spot.
Typographic animations were used to enhance the experience—drawing out the words to a climax and then pulling them in again. The final reveal is a spinning coke bottle that showcases the iconic wordmark.
The primary typographic voice of the campaign is Neutraface No. 2 Tilting by House Industries—a modern geometric sans that communicates clarity and timelessness.
The brief was to develop a new evergreen campaign and generate excitement for Coca-Cola—a 137 year old brand that already has instant brand recogntion. The challenge was how do you create something “fresh” for an ancient brand that hasn’t been seen a million times before?
Solution:
While Coca-Cola is easily recognizable by its iconic bottle shape or even the color red, the sounds of a Coke are arguably just as well known—the “pop” of the cap, the “fzz” of the carbonation and the “ahh” after taking your first sip.
Using typographic onomatopeia and bold typography in Coca Cola’s iconic red, black and white brand colors, the campaign visualizes the sounds and experience of Coca-Cola across packaging, digital OOH billboard ads and posters, social media and an animated TV spot.
Typographic animations were used to enhance the experience—drawing out the words to a climax and then pulling them in again. The final reveal is a spinning coke bottle that showcases the iconic wordmark.
The primary typographic voice of the campaign is Neutraface No. 2 Tilting by House Industries—a modern geometric sans that communicates clarity and timelessness.