THE BRIEF/  Hilton Worldwide is one of the largest and fastest growing hospitality companies in the world, with more than 4,300 hotels, resorts and timeshare properties comprising more than 715,000 rooms in 94 countries and territories.

Hilton Worldwide offers an exciting world of hospitality opportunities to current students and new graduates.

MY APPROACH/  To create a logo that embraces the innovation, diversity and enthusiasm that new talent brings to the company. Hilton Worldwide views emerging and entry-level professionals as vital to their success in developing a pipeline of future business leaders. I retained the distinctive flavor of the original HW identity mark and abstracted it to feel personal—encompassing a human-like form(s) to promote teamwork.

The star formed out of negative space in the center of the logo reflects Hilton's commitment to exemplary service—an existing brand with a long history and heritage of its own. The radiant, sun-like shape of the logo further portrays Hilton's vision "to fill the earth with the light and warmth of hospitality".

The challenge was to derive from, complement and reflect the integrity of the current logo while developing a youthful mark that reflected movement, growth and teamwork.

THE IMPACT/  This would be a case of evolution not revolution; the new university identity reflected the business’s career-defining opportunity and symbolized its continuing commitment to its core standards. 

The client loved all of the initial design concepts shown below the favored logo.

THE BRIEF/  To address customer agency needs along with a strong organizational desire to improve efficiency, data analytics, and support health system accreditation by The Joint Commission (TJC), Federal Occupational Health embarked on sourcing an occupational health IT management system. 

THE IMPACT/  FOH successfully obtained and configured a system that addresses the needs of 360 federal agencies covering 1.8 million civilian employees. Along the way, it was learned that the procurement, security, and implementation challenges faced are identical for any agency, which is why FOH is proud to offer FedHealth as an occupational health IT solution across government.

THE BRIEF/   Brands are eager to align themselves with well-run associations and chapters in order to conduct business with members. Meeting Expectation's award-winning sponsorship development services identify quality partners, optimize value proposition, define the appropriate channels for them to interact with communities and generate revenue. Whether an events-focused approach with exhibit opportunities at association’s meetings and conferences, or a year-round partnership approach with multiple touchpoints, Meeting Expectations helps create and deliver revenue-generating value for these partners. Their engagement enriches community and adds value.

For many conferences, the tradeshow area provides opportunities to showcase complementary vendor products and services of interest to attendees while serving as an excellent source of revenue. Meeting Expectations can design exhibitor and sponsor programs to attain revenue objectives, then support those programs from start to finish. With Meeting Expectations, exhibitors and sponsors will enjoy doing business with a client's show.

MY APPROACH/   Strategic research assessed the consumer experience of previous advertising collateral. Findings influenced the way in which advertisers respond to and engage with the brand they support. The brochure was designed with broader purposes - connecting with others, learning more about OAUG, finding deals.

Next I helped evolve the OAUG positioning and messaging strategy to not only a “wow” experience but to a richer, more integrated one.

Finally, I revamped their visual identity system for this audience, introducing a secondary graphic of texture to connect the range of touch points that represent the OAUG brand experience. Redrawing the iconic OAUG acronym and expanding the color palette to vibrant almost neon colors gave the promotional more impact for advertisers and sponsors.

THE IMPACT/   As the project proceeds, the impact of the new advertising identity will be measured and analyzed. Findings will be shared with OAUG, actions taken as a consequence and plans drawn up for the future.

THE BRIEF/  Promotional brochure for Meeting Expectations, an award-winning meeting planning company and a respected leader in the event management industry.

MY APPROACH/   The layout and focus on imagery helped strategically and creatively present this service depicting how Meeting Expectations has handled venue selection for hundreds of conferences around the world—using global experience, buying power and a multilingual site selection team to find the perfect location for events. 

From our research, we established that Meeting Expectations is positioned to be one of the top venue selection handlers for hundreds of conferences around the world. The global experience, buying power and multilingual site selection team find the perfect location for events. 

I felt that because ME! owns a top category of site selection I could create a design that evoked endless possibilities. In order to do this I created a visual solution that serves as a catalyst for finding a perfect venue and negotiating on the client's behalf to achieve the most favorable terms for them. To bring this to life, I refreshed the visual identity, recontextualized existing brand assets with full bleed imagery and combined splices of various site location photography and added a more luxurious, simplistic color pallet and photographic style. We have begun to roll out this new look and feel with the brochure and eventually across multiple touch-points.

THE IMPACT/   The promotional brochure of the site selection services is a great example of how we have moved the ME! brand language beyond just a visual identity but into a more sensory experience for the customer. The design embodies a new type of visual representation that will differentiate ME! over the coming years while remaining timeless and sustainable. A leave behind that reinforces how ME! will remain with the client beyond the completion of the event to ensure all terms were met.

BRAND DEVELOPMENT/  Signage | menus | logo concept + illustration | advertising | promotional collateral

THE BRIEF/  Located in the heart of Santa Monica atop the rooftop Dining Deck at Santa Monica Place, Sonoma is the perfect destination for any occasion. From the gorgeous sprawling outdoor patio evocative of the famous gardens of Wine Country, to the breathtaking ocean views and sunsets, Sonoma Wine Garden offers the quintessential California dining experience. The brand needed to reflect the above.

MY APPROACH/  I set out with a vision to create a Sonoma Wine Garden logo that would be appropriate for a restaurant showcasing signature bold Mediterranean flavors with a classic California touch, while honoring the bounty of artisanal and house made ingredients, as well as locally sourced, organic produce. It had to feel unique—even zany with a fun, friendly sensibility—yet evoke sophistication. In addition to an extensive selection of California and International wines, Sonoma also features a full bar, where the specialty cocktails emphasize fresh garden ingredients and people come to unwind and relax. From this insight stemmed a refreshed visual identity system: hand written lettering coupled with illustrations of wine glasses. The supporting logotype was more closely harmonized with the logo to make it feel both more integrated and more human by using the same hand drawn effect.

THE IMPACT/  The client and clientele took to the look and feel right away. Sometimes doing simple things can make a huge impact. In support, a bold color palette, custom typeface, and unique signage style using lighting effects were introduced highlighting the vibrant and high-end tone of the brand. 

THE BRIEF/  Creation of a visual representation that delicately balances a depiction of the mission, efforts and accomplishments of the Pan American Development Foundation. PADF assists vulnerable and excluded people and communities in the Americas to achieve sustainable economic and social progress, strengthen their communities and civil society, promote democratic participation and inclusion, and prepare for and respond to natural disasters and other humanitarian crises, there by advancing the principles of the Organization of American States and creating a Hemisphere of Opportunity for All.

MY APPROACH/   With these objectives in mind, the strategy behind the concept and design of this annual report was to reflect the directive of PADF to empower disadvantaged people and communities in Latin America and the Caribbean to achieve sustainable economic and social progress, strengthen their communities and civil society, promote democracy and governance, and prepare for and respond to natural disasters and humanitarian crises. 

The complexities above were carefully woven into a contemporary yet grounded and heartfelt piece. Dramatic quotes and imagery are balanced with use of graphic elements and clearly articulated statistics, messaging and mission. 

THE IMPACT/  While evoking emotion, credibility, history and a current flavor, this annual report gracefully yet dramatically presents PADF's ongoing efforts to create economic opportunities, promote social progress, strengthen communities and civil society, and respond to natural disasters on Fiscal Year 2013.

THE BRIEF/  Kelly Bradley is an accomplished Lifestyle Design Expert, Mentor, Speaker & Author. After 20 years of working with women she founded Tru-Life Lifestyle Design & Academy to help passionate and creative women create lives and careers they love. She helps clients dive deep to uncover the root cause/s of their struggles, release blocks and resistances, get super clear on their truths and vision, take inspired action, cultivate daily subtle shifts and create real solutions and results to make their dreams come true.

By the end of their work together, clients gain tools and strategies they need to live radically aligned with their true selves allowing abundance to flow in all areas of their life.

Kelly needed a brand that was welcoming and credible. One that exemplified her first-class service and proven track record transforming the lives of thousands of women.

MY APPROACH/  To create a name, tagline, logo and vocabulary of brand elements that embrace Kelly's five-star service as well as the success, femininity, creativity, empowerment and enthusiasm that the Kelly Bradley coaching services bring out in women. Kelly views each of these pillars as vital to the success in developing successful leaders, mothers and individuals. 

THE IMPACT/  The Tru-Life brand is a combination of Kelly's values and coaching style which convey a sense of fun, sophistication, elegance and grace. The branding emphasizes and embraces these characteristics.

The gold gradient reflects the exemplary service and results while the hand written lettering creates a warm, approachable, personalized yet edgy appeal—effervescence and grit! The icon can be used alone and will be applied to a series of sub-brands and products while maintaining the overall brand cohesiveness.

I also created a vast series of illustrations to further exemplify the content for Kelly's collateral and website.

THE BRIEF/   The Pan American Development Foundation (PADF) is a non-governmental and non-political organization created in 1962 by the Organization of American States (OAS), the public sector and the private sector to focus on issues of pressing concern in the Western Hemisphere. PADF, a non-profit organization, has worked in every country in the region. In 2009, its programs reached more than 10 million people in 22 countries. PADF aims to bring together stakeholders to create sustainable economic development, strengthen civil society and respond to natural disasters for the most-disadvantaged people in Latin America and the Caribbean

THE BRIEF/  Development proposal for a campaign for National Harbor, the premiere lifestyle destination in the D.C. Metro Area. This design reflects the exciting, sprawling community that includes fine restaurants, unparalleled shopping, stunning office space and lavish residences.

MY APPROACH/ THE IMPACT Through imagery and action words, a tagline and supporting messaging, the campaign also promotes the Gaylord National Resort and Convention Center, the largest hotel in the Washington, D.C. area. The juxtaposition of graphics, text and imagery further exemplifies how National Harbor brings together recreation, work, living and entertainment in a way that will forever change the landscape of the urban lifestyle.

Brand Union is a global brand agency with deep expertise in brand strategy, design, interaction, brand management and employee engagement. 500 people. 25 offices. Every major market. They have been part of WPP Group since 1986.

The goal was to design a promotional brochure that was every bit as exceptional, simple, strong and impactful as the company's work for it's clients and the equity in the brand logo mark itself.

THE BRIEF/  Finding sustainable solutions to the most pressing health care challenges of our world cannot wait. Pfizer is committed to applying science and our global resources to improve health and well-being at every stage of life. They strive to provide access to safe, effective and affordable medicines and related health care services to the people who need them.

MY APPROACH/  To show Pfizer as a leading portfolio of products and medicines that support wellness and prevention, as well as treatment and cures for diseases across a broad range of therapeutic areas by creating graphics to relay data and utilizing a bold color pallet with vibrant imagery juxtaposed with sound bites of significant information.

THE IMPACT/  A dynamic, easily navigated report depicting progress as well as representing an industry-leading pipeline of promising new products that have the potential to challenge some of the most feared diseases of our time, like Alzheimer's disease and cancer. 

AWARDS/ Graphic Design USA American Graphic Design Award

THE BRIEF/  Founded in 1943, ASCD ( Association for Supervision and Curriculum Development) is the global leader in developing and delivering innovative programs, products, and services that empower educators to support the success of each learner.

Comprising 125,000 members—superintendents, principals, teachers, professors, and advocates from more than 138 countries—the ASCD community also includes 56 affiliate organizations. The nonprofit's diverse, nonpartisan membership is its greatest strength, projecting a powerful, unified voice to decision makers around the world.

The challenge would be to translate these basic themes, delivering creative and engaging (even fun) emotive values while making them relevant to the audience and giving coherent meaning to the educational subject matter.

MY APPROACH/  I went on to develop book identities that adopted the playful colors when appropriate or minimalistic ones needed for impact. I mimicked the energies of each independent publication and worked with authors to convey their vision and voice.

THE IMPACT/ The unique, contemporary, fresh cover and interior designs reflect and association that provides expert and innovative solutions in professional development, capacity building, and educational leadership essential to the way educators learn, teach, and lead.

THE BRIEF/  As a socially responsible company, Kellogg aims to nourish consumers, employees, customers, communities and the environment so that they can flourish and thrive. The Corporate Responsibility Report documents continuing global progress in four key performance areas, or pillars: Marketplace, Workplace, Environment and Community.

In addition to a review of the company’s philanthropic efforts in the area of hunger relief, the Corporate Responsibility report features information on key workplace performance such as the company’s commitment to keeping employees safe, progress on the company’s environmental sustainability goals, including a new palm oil commitment, and ongoing work to supporting diverse suppliers in the marketplace.

MY APPROACH/  To create a Corporate Responsibility Report and Executive Summary for Kellogg by reflecting the purity, wholesomeness and integrity of the brand through a clean, impactful design utilizing dramatic spacial relationships and emphasizing the product through silouetted imagery. Illustrated graphics were also used to most effectively relay the extensive statistical information.

THE IMPACT/  The report radically replaced the marginal quality of Kellogg’s sustainability reporting with world-class caliber reporting and design especially amongst the global consumer product, food production, and beverages industries. This first report has made a leap of improvement in Kellogg’s sustainability reporting.

THE BRIEF/  The Healthy Communities Study (HCS) is an important five-year study that looks at how characteristics of programs and policies in communities across the United States are related to children's eating, physical activity behaviors, and their health including lungs, heart, bone marrow and cholesterol. This large study includes over 120 communities and about 5,000 families. The HCS collects information from families on their children's eating habits and physical activities; from health care providers on children's health histories; from schools on their food and physical activity environments; and, from community leaders on local programs and policies. Findings from this study will help inform community leaders about what aspects of programs and policies may help children's health.

MY APPROACH/  Children have often had to accept medicines and treatments based on what is known to work in adults. Many efforts are being made to provide proper research for children, to find the best treatments, drugs, and devices for them as opposed to a "hand-me-down" approach. The logo mark and identity of the campaign needed to feel welcoming, disarming and approachable. I decided on an illustrative yet conceptual approach depicting family, the home and the community. Each logo representation reflects use of our knowledge of adult learning theory, sound behavior change, and social marketing to design informational materials that not only effectively inform our audience but also enable them to make healthy changes to their behavior. 

THE IMPACT/  Community programs and policies in a total of 210 demographically diverse communities across the nation are being examined. An estimated 17,000 children and their parents will participate. Eighty communities will be selected because of promising policies and programs each already have in place. The warm, welcoming, communal energy of the logo and friendly typeface achieve the desired effect of generating interest while maintaining approachability.