Print

Role

I developed the design strategy, setting the thematic direction and overseeing brand consistency across all touchpoints, including conference guides, wayfinding, digital displays, marketing materials, and attendee packets. Since each meeting was treated as a standalone campaign, every year required unique brand visuals with seamless execution across multiple mediums.

Challenges

• Managing evolving content: Coordinating with multiple contributors on shifting deadlines while ensuring timely delivery of print and digital assets.
• Balancing creativity with recognition: Developing unique event branding without falling into clichés, while still creating an immediate sense of place and theme.

Concept & Approach

Every conference location informed the visual direction, drawing inspiration from regional culture, architecture, and design movements. For the 2014 Chicago meeting, for example, Art Deco was a natural choice due to its prevalence in the city’s skyline. The process involved deep research into iconic elements, filtering them through three core criteria: recognizability, cultural relevance, and timelessness.

The goal was always to create an experience that resonated with attendees—building anticipation, reinforcing brand identity, and ensuring a cohesive visual language throughout the event.

Role

I oversaw layout and composition, ensuring information was structured for maximum readability while maintaining brand consistency.

Challenges

• Making a technical newsletter engaging: Designing a layout that encouraged readership while maintaining a professional tone.
• Transitioning from print to digital: Adapting editorial design strategies to work effectively in digital formats.

Concept & Approach

To encourage engagement, I strategically fragmented key articles across multiple pages, compelling readers to navigate through the entire publication—an approach commonly used in editorial design. Additionally, I refined the visual hierarchy, leveraging typography, imagery, and whitespace to break up dense content and create a more inviting reading experience.

Over time, the newsletter evolved from a straightforward information sheet into a more dynamic, reader-friendly format, reflecting both the company's growth and shifting audience expectations.

Role

I developed creative strategies and layouts for both print and digital advertising, focusing on visual storytelling and message clarity.

Challenges

• Shifting brand perception: Moving away from static, product-heavy ads toward a more conceptual, audience-driven approach.
• Balancing corporate approval with creative risk-taking: Convincing leadership to embrace more contemporary, idea-driven visuals.

Concept & Approach

Rather than simply stating product benefits, I emphasized inference and metaphor—an approach that makes messaging more memorable. For example, instead of directly saying, "You don’t need a server with cloud software," I used humor and unexpected visuals to communicate the point in a way that resonated more deeply with the audience.

The success of this approach extended beyond print; it influenced how digital campaigns were structured, increasing engagement and lead generation by prioritizing storytelling over software features & technical specs.

Role

I handled packaging layout and composition, ensuring designs met both functional requirements (die cuts, dimensions, regulatory labels) and visual expectations.

Challenges

• Breaking industry norms: Competitor packaging leaned on dark, aggressive graphics—I proposed a clean, light aesthetic to differentiate the brand.
• Retail visibility: Ensuring the product name and key features stood out while maintaining an elevated design.

Concept & Approach

Instead of following the standard industry palette of dark backgrounds with bright highlights, I shifted to a lighter approach—subtle, fluid graphics combined with a structured grid layout. This created a sense of movement while maintaining clarity and sophistication. The strategy proved effective, helping the brand expand distribution to major retailers like Best Buy and Costco.

Role

I developed visual compositions for advanced technology concepts, integrating technical illustration, typography, and structured layouts to convey complex information effectively.

Challenges

• Interpreting vague creative direction: Often working from verbal descriptions alone, requiring a high level of problem-solving and iteration.
• Strict branding limitations: Adhering to rigid layout and color constraints while ensuring effective communication.

Concept & Approach

Creativity within constraints was the key to success. With a limited color palette and two approved font families, I focused on typography, negative space, and visual balance to maintain engagement. For projects requiring 3D visuals, I worked with Maya 3D to adjust lighting, positioning, and skinning to align with presentation needs.

Though much of my work with GA/GA-ASI remains restricted, the samples provided offer a glimpse into the strategic, detail-oriented approach necessary to translate complex technical concepts into clear, visually compelling narratives.