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Digital Photography Print Writing & Editing

Vital Foods

In 2015 I co-owned Vital Foods, a small organic grocery, and vegan cafe, with a team of five. Though hired to implement and maintain their website, I quickly began designing identity and marketing materials.

The logo was the first step in a rebranding effort. I kept several elements of the original logo: sun rays, and two of the colors. The goal was to evoke a fresh taste, full of energy. I chose the type to imply both structure and verve, and the V quickly became a standalone design element.

Categories
Digital Print Writing & Editing

An Underground Guide to Alburquerque

Since co-founding it in 2005, I have edited, written for, designed and directed production of the Guide, and directed art in all but 2010. I’ve tried both traditional and experimental production, in 2009, using 15 different paper stocks for the inside, and three cover colors, leaving the paper order to the printer. As Publisher, I’ve lead the group, organized and lead regular meetings, hired and let go of staff, and worked closely with each group member to get the book out attractive and on-time.

In the 2012 (#6) issue, I introduced a second color to the design. With the release of An Arrival Guide in late 2013, the project has been in hibernation.

Categories
Digital

Waxmatics

My friend Mitch is a hell of a DJ. We share a deep love of Curtis Mayfield. It was all pretty straightforward.

Categories
Digital

Laguna Alumni Association

The Laguna Education Foundation needed a logo for their new Alumni Association that would speak to both the Pueblo’s cultural and academic roots. I designed the shape and pattern to refer explicitly to traditional Laguna pottery, and the church in the center to refer to the famous San José Mission. Clean lines and type, traditional iconography and a shared color with the LEF brand brought this logo together easily.

Categories
Digital Photography Print Writing & Editing

La Montañita Co-op Market

In September 2009 I began writing and designing for my local Co-op market. Though I was hired as a Marketing Assistant, my skills grew so much during my time there that my position was renamed Senior Designer.

I wrote, edited, and maintained their blog and Facebook presence. I edited 4–6 posts per month, and whittled from 1000+ words to 400–600, and varying the depth from light punctuation to full-scale rearrangement and rewriting. I more than tripled their Facebook fans and substantially increased fan participation on the page. I wrote articles for the center-spread of the monthly newsletter, ranging from layman’s clarifications of worldwide Cooperative statistics to marketing copy, and drove in-store participation. I also wrote and edited innumerable marketing posters and small signs used around the stores.

Meanwhile, I planned and designed many in-store signs, for materials ranging from magnets to steel. I often oversaw installation and maintained relationships with store-level managers, helping to grease communication between the stores and the Administrative Offices. I was instrumental in the formation and iconography of the “We Love…” campaign, which has increased sales and customer loyalty, and which the Marketing Dept. still uses today (“We Love Food,” “We Love Our Customers,” etc.).