Hello, I’m Richard.
Throughout my career as a creative, I’ve become something of a swiss army knife. I’ve worked professionally as a creative director, graphic artist, copywriter, and brand strategist.
Here’s some of my recent work:
KELLOGG’S CORN POPS — Refreshing a classic kid’s cereal brand for a new generation of consumers.
■ CLIENT: CORN POPS
■ ROLE: ART DIRECTOR
■ CATEGORIES: IDENTITY DESIGN, PACKAGING DESIGN
Kellogg’s desired to refresh their Corn Pops cereal brand to cater to a new generation of health-conscious consumer. I was able to develop a fresh, cleaned up flat logo and a clear design layout that can be seen in convenience and grocery stores nationwide.
MICHIGAN SCHOOL OF PSYCHOLOGY — Cutting through the noise in behavioral health and academia.
■ CLIENT: MICHIGAN SCHOOL OF PSYCHOLOGY
■ ROLE: BRAND STRATEGIST / CREATIVE DIRECTOR
■ CATEGORIES: STRATEGY, IDENTITY, MESSAGING
I was privileged to help the awesome team at MSP to clarify their brand pillars, craft new messaging (including their slogan), and develop a powerful new brand identity system. I made this video to reveal the new branding to the administration and faculty.
THERMWRIGHT — Developing a brand around an industry problem that nobody wants to talk about.
■ CLIENT: THERMWRIGHT
■ ROLE: CREATIVE DIRECTOR
■ CATEGORIES: BRAND STRATEGY, IDENTITY DESIGN, MESSAGING
Thermwright is a Michigan-based startup that handles a very specific and sensitive problem for dialysis clinics: bedbugs. I helped Thermwright develop a brand identity that represented CARE, SECURITY, and HEAT- which is the differentiating method they use to get rid of the pests. In an industry where discretion is vital for business, we developed a professional identity system that can fly under the radar of the general public, while still driving home the emotional story they wished to convey with their target demographic.