Alaska Airlines understands that when you fly, you want to be treated like the unique individual you are. They strive to understand your individual needs to create a pleasurable experience that brightens your day—wherever life takes you.
I had the opportunity of partnering with Alaska Airlines on their brand refresh. A few times.
01.
The first refresh was to establish the warm and caring Pacific Northwest airline as a confident national carrier. It was accomplished within a year and it was quite a ride. My contribution included the direction and redesign of their in flight collateral, as well as foundational branding systems like brand guidelines and asset management.
02.
Under two years after the refresh, Alaska Airlines acquired Virgin America. The transition meant a cultural change for the brand, inside and out. We partnered with renowned illustrators Jessica Hische, Erik Marinovich, Nomoco, and Luka Va to help visualize an unconventional west coast travel lifestyle.
03.
Next, an employee brand refresh was in order to reinforce Alaska Airlines’ culture. I helped position and visualize the employee brand, blending the the consumer brand look and feel with Alaska Airlines’ company values to establish guiding principles and behaviors, as well as tangible deliverables such as recruiting materials and employee work spaces.
This was one of the most challenging, enjoyable, and fruitful partnerships of my design career. The team at Alaska Airlines has redefined what client partnership means to me.
Concept, design and design direction, in partnership with the team at Hornall Anderson.
Seattle’s Best Coffee never loses sight of what matters most: the people they make coffee for and the role it plays in their lives.
Starbucks needed help with heightening Seattle Best Coffee’s brand presence in the coffee aisle. What started as a packaging project finished as an entire brand refresh.
We gained a firm understanding of SBC’s audience, hardworking aspirants who strive to meet their dreams. With Seattle Best Coffee’s new strategic promise—“Our best. And yours.”—we made the emotional shoppable, connecting to the qualities that were important to them.
Every cup and brand interaction became a moment of daily triumph.
After packaging was complete, we reimagined the promotional look and feel, created sales tools and a brand guide. In their 40+ years, it was the most substantial brand foundation that Seattle’s Best Coffee ever had, which was enthusiastically embraced by employees and consumers alike.
Creating this brand for Seattle’s Best Coffee was a joy, and it shows. Beyond offering a great cup of coffee, we delivered a feeling.
Results
– Increased shelf space to more than 16,000 retailers via 60,000 partners.
– Three SKUs listed in top 10 coffee portfolio.
– Signature 3 became the #1 best seller for all of Starbucks.
– 10.6 million bags of coffee sold.
– Brand familiarity increased to 88%.
Concept, design and design direction, in partnership with the team at Hornall Anderson.
Packaging photography by Estepworks Photography.
Bread is elemental. It is our shared history. Recipes passed down, traditions forged together. We break it as we build relationships. Bread is love and it is loved. It’s more than food. It’s who we are.
After making and sharing bread for 25 years, La Brea Bakery was ready to celebrate being America’s number one selling artisan bread brand. But nobody knew who they were. La Brea Bakery’s presence on shelf had no impact or brand recognition.
We gave La Brea Bakery a brand refresh that made the invisible visible. We delivered a new identity with meaning—bread is at the heart of everything they do.
After refreshing the brand and packaging system, we partnered to help La Brea Bakery realize their flagship café experience in Los Angeles. The café was a great success, and we helped them codify and sell branded licensed concepts for campuses, food courts, and airports throughout the country.
This 2+ year relationship with La Brea Bakery broadened my understanding on how brands can create meaningful moments in people’s lives, whether they happen at the shelf or at the table together.
Design and design direction, in partnership with the team at Hornall Anderson.
Packaging and menu photography by Estepworks Photography.
Evolution Fresh is pure, natural juice, just the way nature intended. It’s vegetables and fruits that are squeezed and pressed fresh, bottled cold—to bring fresh-picked flavor and more nutrition in every sip. Inspired by nature. Full of goodness.
Evolution Fresh was the first brand that I lived, wholeheartedly.
Working with a tight strategy and creative team, we partnered with Starbucks to reveal Evolution Fresh as a brand inspired by nature. Fresh-picked, full of goodness, bursting with flavor.
We went to Pike Place Market and met the producers and were inspired by the vibrancy of the people and the produce. Juicing became part of our lives. Brimming with inspiration, we got to work designing the evolved identity, packaging for CPG, the retail café environment, food packaging, collateral, signage, and more. The voice, typography, watercolor art. The creative expression came quickly, naturally.
The intuitive, open, no-ego way of working with a tight team has stuck with me, shaping the creative I am today.
Design in partnership with the team at Hornall Anderson.
Go further. Get closer. This is what sailing was meant to be—ships that look like ships. An unforgettable way to discover the world, with personal touches and experiences that connect us with what really matters.
I have had a 14-year client relationship with Holland America Line, Seattle’s hometown cruiseline. Out of all the work I’ve made with them, I can’t help but share a relatively brief and beautiful moment in which we had the opportunity to completely refresh Holland America Line’s brand.
A cruiseline with this rich history has every right to be the icon of timeless sea travel, inviting joyful curiosity through immersive travel experiences and individual, intuitive service.
I share this comprehensive work because I still believe Holland America Line’s full brand potential. We were so close to making it real.
Logo concept, design and design direction, in partnership with the team at Hornall Anderson.
Branded lifestyle photography by Tara Sgroi.
Since 1983, La Terra Fina welcomed people in with real, craveable, abundant foods. Premium quality dips, spreads, and quiches that you would be proud to serve your friends and loved ones.
We helped La Terra Fina realize their fresh, wholehearted, and inviting expression through a brand refresh. Strategy, identity, voice, and packaging expression now truly represent their promise of a generous helping—allowing their fans to spend more time in the moment and less time in the kitchen.
This was a small-budget project for a not-so-brand-savvy client that yielded a fresh, scaleable system. We delivered an expression that was true to La Terra Fina’s people and product experience, as well as the educational tools necessary to help their brand and bottom line grow.
Design direction in partnership with the team at Hornall Anderson.
Packaging extension by The Creative Pack.
I’ve been saving a folder of ampersands for over a decade.
Ampersands are interesting characters. They’re not letters. They’re not numbers. They stand for a word, an idea that unifies. They’re also extremely diverse in their look.
The poster was printed by the illustrious Jessixa Bagley on the Vendercook letterpress at Hornall Anderson. Jessixa hand-inked the split fountain posters, which made each imprint unique, like the nuances between people. I love that.
The posters were given away for free during Pride week at Seattle’s three Cone & Steiner store locations as an artful gesture of diversity’s beauty.
A collection of my favorite logos I’ve designed or directed creatively.
