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BRAND IDENTITY AND STRATEGY:

Micro-Identities & More

Lightweight Logos and Visual Starters for Emerging Brands

Key Objectives: ​​

  • Design visually distinct logos that align with the product or service ethos

  • Provide scalable design systems adaptable for future growth

  • Support early credibility through clear, usable brand visuals

Tools Used: ​

A selection of small-scale identity projects created for early-stage ventures and concept-driven initiatives. Each project includes logo design and, in some cases, light web presence or icon development, with an emphasis on quick turnarounds, functional versatility, and scalable clarity. 

Through Studio: 

Logo & Site for an Experimental Design Lab
 

Designed a logo and stood up a lightweight website for a speculative design lab and consultancy that I co-founded to explore environmentally-focused moonshot projects.


Key Features: 

  • A custom descender element reflects the winding nature of the Mississippi River​.

  • The rounded sans-serif typeface conveys openness, and a compact shape supports clarity across print and digital platforms.

  • Minimalist but with a conceptual depth that reflects the design firm's creative promise.

Persistent Power

Logo for a Next-Generation Clean Energy Development Company

 

Created a simple, bold identity for an organization focused on developing experimental clean energy infrastructure.

Key Features:

  • Slanted typography suggests movement and momentum, reinforcing the organization's leading-edge sensibility.

  • An arc cuts through the wordmark to evoke a rising sun, underscoring the brand’s connection to renewable energy.

SecretCity Branding

Logo & Icons for a Mobile Recommendation App

 

Designed branding and UI icons for a recommendation app concept that aimed to help travelers discover and support independent businesses, cultural organizers, and community events in New Orleans.


Key Features:

  • Contrasting colors represent a transition from being “in the dark” to discovering the vibrant, local aspects of a city, aligning with the app’s purpose of revealing hidden, place-based experiences.

  • The geometric badge suggests a door and a top-secret folder, evoking the app’s themes of access, discovery, and insider knowledge.

  • The expanded icon system (designed for in-app navigation and interaction), uses consistent circular framing and bold, legible forms to support quick recognition and visual cohesion.

Fizzeroo
Playful logo for a kids’ sparkling water concept
 

Created a custom bubble lettermark and character to capture the product’s fun, fizzy personality. A flexible tagline system was developed to pair with different flavors, and the brand identity was supported by bright, energetic visuals designed to appeal directly to children.


Key Features:

  • The dot of the lowercase “i” is used to create a smiling face, adding personality and memorability, making the brand both friendly and fun.

  • Taglines are tailored by flavor to create a repeatable system while reinforcing each variant.​

  • Moodboard and color choices emphasize joy, imagination, and high energy anchored in childhood expression.

Bookish

Logo & App Icon for a Book Discovery App

 

Designed the brand identity, in-app navigation icons, and iPhone app icon for a digital platform concept for book lovers.

Key Features:

  • The “OO” in Bookish is replaced with a stylized open book, forming a visual pun that reinforces the app’s focus while maintaining readability.

  • The icon combines an open book graphic with the embedded Bookish glasses at the top, creating a compact and recognizable mark.

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