Layout

Role

I developed the design strategy, set the thematic direction, and ensured brand consistency across all touchpoints, including conference guides, wayfinding, digital displays, marketing materials, and attendee packets. Each meeting was treated as a standalone campaign, requiring unique brand visuals and 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 relying on clichés, while still creating an immediate sense of place and theme.

Concept & Approach

Every conference location influenced the visual direction, drawing inspiration from local culture, architecture, and design movements. For the 2014 Chicago meeting, Art Deco was a natural choice given the city’s skyline. The process involved research into iconic elements, filtered through three criteria: recognizability, cultural relevance, and timelessness.

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

Role

I oversaw layout and composition, structuring information for readability while maintaining brand consistency.

Challenges

• Making technical content engaging: Designing layouts that encourage readership while maintaining professionalism.
• Transitioning from print to digital: Adapting editorial strategies to perform effectively in digital formats.

Concept & Approach

I encouraged engagement by fragmenting key articles across multiple pages, prompting readers to navigate the entire publication. I refined the visual hierarchy using typography, imagery, and whitespace to break up dense content and make reading inviting.

Over time, the newsletter evolved into a dynamic, reader-friendly format that reflected both company growth and shifting audience expectations.

Role

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

Challenges

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

Concept & Approach

Rather than stating product benefits directly, I used inference and metaphor to make messaging memorable. For example, humor and unexpected visuals communicated technical points in a more engaging way.

This strategy extended to digital campaigns, prioritizing storytelling over technical specs and increasing engagement and lead generation.

Role

I handled layout and composition, ensuring designs met functional requirements like die cuts, dimensions, and regulatory labels, while also delivering a visually appealing package.

Challenges

• Breaking industry norms: Competitors favored dark, aggressive graphics—I opted for a clean, light aesthetic.
• Retail visibility: Ensuring the product name and key features stood out while maintaining an elevated look.

Concept & Approach

I shifted to lighter palettes and fluid graphics combined with a structured grid layout. The result created movement, clarity, and sophistication, helping Sabio expand distribution to major retailers like Best Buy and Costco.

Role

I developed visual compositions integrating technical illustration, typography, and structured layouts to convey complex information clearly.

Challenges

• Interpreting vague creative direction: Often working from verbal descriptions alone, requiring problem-solving and iteration.
• Strict branding limitations: Working within a limited color palette and two approved fonts while maintaining effective communication.

Concept & Approach

Creativity within constraints was key. I focused on typography, negative space, and visual balance to maintain engagement. For 3D visuals, I used Maya to adjust lighting, positioning, and skinning to meet presentation needs.

Though much of my GA/GA-ASI work remains restricted, the samples included demonstrate a strategic, detail-oriented approach to translating complex concepts into clear, compelling visuals.