Branding

What Your Reputation Looks Like.

A brand is a collection of characteristics (not necessarily visual) that signify an entity. You can brand an individual; a city; an event, like the Olympics or a wedding; a business; or a campaign.

Your brand should be accurate and in line with expectations. For example, bright, cheerful colors belong with a preschool, not a funeral parlor.

Branding is a two-way street. If you don't live up to your brand, you could taint it. A smiling cartoon won't help a business with terrible customer service. And irony can turn a brand into a mockery.

In short, your brand is your avatar—make each other proud!

David I. Steinberg Law Group, LLC
I aimed to convey something solid but accessible in this logo for an attorney.
Virtual-Guided RSW Weldability Prediction ApplicationCINDI (Computational Intelligence & Design Informatics Laboratory)
I incorporated sparks into this logo for an engineering app that predicts welding outcomes.
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CInDI labs logo
CInDI (Computational Intelligence & Design Informatics Laboratory)Wayne State University
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CInDI labs logo with heading
CInDI Computational Intelligence & Design Informatics Laboratory Labs Wayne State University
For this engineering research lab, I wanted to imply growth and fluidity—ideas coming to life.
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Washtenaw Child Advocacy Center Brochure: Side 1
Washtenaw Child Advocacy Center Brochure: Side 1
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Washtenaw Child Advocacy Center Brochure: Side 2
Washtenaw Child Advocacy Center Brochure: Side 2
For this brochure for the WCAC (Washtenaw Child Advocacy Center), cost restrictions demanded a duotone printing, so I let the green of their logo dominate. The layout is in keeping with the brochures for other programs under the umbrella agency, Catholic Social Services of Washtenaw County.

View the WCAC Annual Report PDF.
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Washtenaw Child Advocacy Center Annual Report: Front Page
Washtenaw Child Advocacy Center Annual Report: Front Page
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Washtenaw Child Advocacy Center Annual Report: Page 1
Washtenaw Child Advocacy Center Annual Report: Front Page
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Washtenaw Child Advocacy Center Annual Report: Page 2
Washtenaw Child Advocacy Center Annual Report: Front Page
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Washtenaw Child Advocacy Center Annual Report: Back Page
Washtenaw Child Advocacy Center Annual Report: Front Page
The WCAC (Washtenaw Child Advocacy Center) needed an annual report that spoke to the optimism of healing as well as the horrific drama of sexual crimes against children. The center's logo was dated and overly colored, but I had to incorporate their branding into the report. My solution was to keep the front and back covers lighter, drawing from the colors in the logo to create a rhythm. On the inside, I deepened the backgrounds so the bright colors of the logo would read as less buoyant and more alarming to highlight the seriousness of the demographics displayed.

View the WCAC Annual Report PDF.
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Catholic Social Services of Washtenaw County Annual Report: Inside Foldout.
Catholic Social Services of Washtenaw County Annual Report: Inside Foldout
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Catholic Social Services of Washtenaw County Annual Report: Inside Foldout.
Catholic Social Services of Washtenaw County Annual Report: Inside Foldout
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Catholic Social Services of Washtenaw County Annual Report: Inside Page
Catholic Social Services of Washtenaw County Annual Report: Inside Page
The Catholic Social Services of Washtenaw County needed an annual report so I waded through the data provided by dozens of programs and compiled this presentation. My goal was to create a unified, accessible image to provide a snapshot of the agency.
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RSVP Ice Cream Social invitation.
RSVP Ice Cream Social Invitation: Front
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RSVP Ice Cream Social invitation.
RSVP Ice Cream Social Invitation: Back
RSVP (Retired Senior Volunteer Program) is a national initiative to encourage volunteerism for seniors, locally administered through Catholic Social Services of Washtenaw. I created this postcard invitation for their annual event to honor the accomplishments or senior volunteers in our community. The ice cream, by Go Ice Cream in Ypsilanti, Michigan, kind of blew my mind.

View PDF of RSVP Ice Cream Social Invitation.
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Marnee & John DeVine Leadership Event Save the Date Postcard
Marnee & John DeVine Leadership Award Save the Date Postcard
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Marnee & John DeVine Leadership Award Invitation
Marnee & John DeVine Leadership Award Invitation
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Marnee & John DeVine Leadership Award Response Card: Inside
Marnee & John DeVine Leadership Award Response Card: Inside
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Marnee & John DeVine Leadership Award Response Card: Outside
Marnee & John DeVine Leadership Award Response Card: Outside
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Marnee & John DeVine Leadership Award Event Menu
Marnee & John DeVine Leadership Award Event Menu
These samples came from an invitation and event package I created for the Marnee & John DeVine Leadership Award event to benefit Catholic Social Services of Washtenaw. The honoree of this event had a strong preference for orchids, and the event committee was pulling hard for purple. So that's what I did. I also had the pleasure of writing the event web post.
Jewish High Holiday Services Flyer
Jewish High Holiday Services Flyer
I reversed the figure-ground relationships in this flyer for Congregation Zera Avraham to express both the celebratory and solemn natures of these Jewish holidays.
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Cooking for a Cause Save the Date Card: Front
Cooking for a Cause Save the Date Card: Front
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Cooking for a Cause Save the Date Card: Back
Cooking for a Cause Save the Date Card: Back
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ooking for a Cause Invitation: Inside
Cooking for a Cause Invitation: Inside
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Cooking for a Cause Invitation: Outside
Cooking for a Cause Invitation: Outside
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Cooking for a Cause Raffle poster
Cooking for a Cause Raffle Poster
For this annual fundraiser for Catholic Social Services of Washtenaw County, I adapted the previous year's designs, adding a gingham background, among other alterations. I wanted guests to have a sense of the continuity of a relatively new event while freshening up the presentation.

View the Cooking for a Cause Invitation PDF.

View the Cooking for a Cause Program PDF.
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April Child Abuse Prevention Campaign
April Child Abuse Prevention Campaign Billboard
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April Child Abuse Prevention Campaign Billboard
April Child Abuse Prevention Campaign Bus Ad
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April Child Abuse Prevention Campaign Bus Poster
April Child Abuse Prevention Campaign Billboard
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April Child Abuse Prevention Campaign Bus Poster
April Child Abuse Prevention Campaign Social Media Post
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April Child Abuse Prevention Campaign Bus Poster
April Child Abuse Prevention Campaign Social Media Post
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April Child Abuse Prevention Campaign Bus Poster
April Child Abuse Prevention Campaign Social Media Post
The Washtenaw Child Advocacy Center (WCAC)asked me to create billboards and a bus ad for their April (Child Abuse Awareness Month) campaign. The egregious abuses committed by Larry Nasser on young gymnasts were fresh in the news, and many voiced concerns about children not being believed or heard when an adult harms them. This faultline became our simple campaign logo, "Listen. Believe." Pairing that with close-ups of children's faces, I wanted to create an unavoidable confrontation with the injustice of child exploitation.
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Volunteers Wanted Postcard: Side 1
Volunteers Wanted Postcard: Side 1
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Volunteers Wanted Postcard: Side 2
Volunteers Wanted Postcard: Side 2
Always looking for volunteers Catholic Social Services of Washtenaw County Senior Services needed an eye-catchy image to attract energetic, extroverts for their active day program. For their caregiver services, they needed something quieter and more intimate to attract volunteers who wanted more "one-on-one" time. The two-sided piece targets both audiences.
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Good Samaritan Campaign Illustration
Good Samaritan Campaign Illustration
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Good Samaritan Campaign Letterhead
Good Samaritan Campaign Letterhead
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Good Samaritan Campaign Flyer
Good Samaritan Campaign Flyer
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Good Samaritan Campaign E-Blast
Good Samaritan Campaign E-Blast
For Catholic Social Services of Washtenaw County's year-end-giving campaign, dubbed the "Good Samaritan Campaign," I recalled that the New Testament parable of the Good Samaritan was prompted by the question, "Who is my neighbor?" So I created a simple narrative arc to encompass this question, reminding donors that we are, in fact, our brothers' keepers.

View PDF of the Good Samaritan Campaign Letterhead used in the mailings to donors.

View PDF of the Good Samaritan Campaign Flyer distributed in parishes.
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Senior Substance Abuse Campaign Pamphlet: Front
Senior Substance Abuse Campaign Pamphlet: Front
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Senior Substance Abuse Campaign Pamphlet: Back
Senior Substance Abuse Campaign Pamphlet: Back
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Senior Substance Abuse Campaign Bookmark: Front
Senior Substance Abuse Campaign Bookmark: Front
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Senior Substance Abuse Campaign Bookmark: Back
Senior Substance Abuse Campaign Bookmark: Back
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Elder Abuse Campaign Restaurant Placemat
Elder Abuse Campaign Restaurant Placemat
To raise awareness of substance abuse risks for seniors, Community Mental Health Partnership of Southeast Michigan funded a campaign called, "Get Connected" through Catholic Social Services of Washtenaw County.

View PDF of Senior Substance Abuse Campaign Pamphlet.

View PDF of Senior Substance Abuse Campaign Bookmark.

View PDF of Elder Abuse Placemat.
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Website banner image promoting Foster Care month.
Foster Care Campaign Website Banner
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Foster Care Campaign Social Media Banner
Foster Care Campaign Social Media Banner
For National Foster Care Month I created this artwork for a web campaign to raise awareness of the Foster Care Program at Catholic Social Services of Washtenaw County.