Addepar is reimagining the role of technology in one of the world’s largest industries – finance. Situated in the heart of Silicon Valley, the company builds a platform to clarify complex investment portfolios.
Addepar’s mark references a classic understanding of growth – up and to the right. The identity is a blend of high-touch finance and contemporary technology. We focused on modern design principles to speak of premium, pioneering, and precise brand qualities. We communicate clarity and intregrity with refined typography, a minimal color palette, and effective use of white space. Compositional studies derived directly from the logo’s elements provide dynamic graphic treatments wherever needed.
Designing as an in-house design team allows us to develop and refine the identity system over time. We’ve hardened the design principles through numerous challenges of content, medium, and audience. We have the freedom to continue exploring and maturing the identity alongside the growing company.
Freestyle: Maximize Sport and Life Performance with Four Basic Movements is the first publication by movement expert and coach Carl Paoli and co-author Anthony Sherbondy. The book outlines the basics of human movement in approachable and fundamental ways while simultaneously providing tools for expressing movement in the reader's own unique style.
With co-designer Ryan Smith, and its two authors, we structured and designed the publication front to back over the course of a year. After pitching our vision for the book, its underlying brand, and the cover design, we were asked to join the team and architect the content as it developed. The relationship allowed for a really cohesive output as design could adapt to the writing and the writing could adapt to possibilities of design.
Major challenges included the display of movement in print, sequential instruction, illustrated philosophy, the general grid and type structures, and creating an atmosphere that accurately blended Carl's deep knowledge base with his energy, lifestyle, and convictions that movement should be freely expressed.
"No matter what sport or movements define the physical aspects of your lifestyle, whether its lifting a barbell, running, traveling the world, or simply getting out of bed pain free, your ability to skillfully move your body can have a dramatic impact on the quality of your life." – Carl Paoli
Build is the recruiting arm of the Addepar brand. Every fall season, tech companies flock to college campuses to compete for young talent. In our campaign design, we reacted to a system of branding that feels both generic and oppressive. While many companies treat their logo as status symbols and turn students into walking billboards, we chose to focus first on strong, exciting design.
This allowed us to deliver apparel that people were more interested in and apt to wear. They share our story through conversation and the visual identity is able to appear fresh yet consistent. While the shirts are the most popular piece, several other assets were built out for on-campus recruiting, meetups, and the like.
This design focused on a repeatable but tailored system of lettering that uses the geometry of Addepar’s logo to create lettering uniquely our own.
Techrategy: Case Study
This young IT consulting firm wanted to reapproach their visual identity as they began to gain significant traction. Their goals were to stand out in the dull status quo of the industry and represent both trusted expertise and refreshing startup culture. With the company's two co-owners, we came up with a mark that directly referenced their name and vision which marries technology and strategy.
Through conversational interviews, sketching, and review the project was very collaborative and successful. I saw this as an opportunity to share my process. Shown here is the delivered identity and supporting process materials reviewed with the client along the way.
A selection of letter-based logos and wordmarks. Some are for clients, some for personal projects, but all of which are unique.
Lettering, type design, and typography may be the most interesting facets of design to me. Combined with identity, I think letter-based logos have the opportunity to be both timeless and exciting.
Tuning curves, weighing positive and negative space, defining systems, making classic typefaces unique, making letters of my own, simplifying while adding flavor – These efforts are exciting to me. If I'm able to capture identity essence in the form, the output is so satisfying.
A display face originally inspired by dramatic Caslon variations and dutch old-style fonts.
I'm interested in the combination of higher fidelity rendering with sensibilities for simpler graphic forms of line, curve, and space.
This drawing was based on an image of my girlfriend and her dog, Saya. The high contrast and white space allowed me to focus attention on Saya and her features, while Jeanie was rendered with long, simple curves reminiscent of Glaser's drawing work.
Philz Coffee is a bay area favorite. They pride themselves on being in the people business rather than the coffee business with the moto "one cup at a time". Their specialty blends and customer focus sets Philz apart from some of the other bay area coffee houses.
A small group of the Addepar team can be found at the Philz Middlefield location any day of the week without fail. It was about time the creative team paid homage to our daily fuel. This screen print was inspired by the friendly nature we experience going to Philz.
The print is a 9"x12", four-color edition of 120. It was featured onUnder Consideration FPO and in their quarterly print edition.
Bright Light Fine Art
Bright Light Fine Art is a group of three talented and celebrated painters. David A. Leffel, Sherrie McGraw, and Jacqueline Kamin work in Abstract Realism, carrying the painting tradition of the old masters.
The Aritsts Guild is their effort to build a community of knowledgable painters. Through online video tutorials, workshops, and lectures, and exhibitions, these artists spread a tradition of beauty to aspiring contemporary painters.
After designing initial print advertisements, I was asked to redesign the group's website from a user experience and branding perspective. Design strategy centered on quiet arrangement and white space to focus the viewer on already beautiful imagery. Type choices are reminiscent of both contemporary galleries and renaissance styles. The website experience was simplified to focus on videos first and engaging prospective users quickly.
The identity for the OUGD12 BFA Exhibition is an adaptation of Pantone's color of 2012, Tangerine Tango. As tangerine describes a sweet, budding fruit, it also described the young, wide-eyed designers of our class.
Design education at Ohio University is founded on traditional studies of art and design. Important to us is an understanding of foundational art making practices, it's translation into graphic design, and the ability to approach design openly and critcally. We seek questions more than answers and experiment by visually studying concepts. The BFA exhibition asks us to rigorously explore a personal area of interest and history with all of the principles, tools, and processes we've learned as designers.
This project was in collaboration with Stanslav Semukhin, Brandon Boston, Ryan Smith, and of course all of our graduating design class.
D'Amico / Williams
A script monogram celebrating my sister's marriage. The screen printed edition of 9 was gifted to both families.
My time in art school taught me lessons which will stay with me in everything I create. The goal of this book was to share some of the most lessons I learned with younger art students.
The content describes the themes most important to me at the time I wrote it as a senior ready to graduate. I'm interested in the future of the book as a time stamp – how it relates to different ages of art students, and how it relates my own understanding of what's important as I continue to grow and change.
Having struggled with my place between art and design I wanted to combine drawing and print making with publication, typography, and book craft.
The book was created as my senior project in graphic design at Ohio University. For the class's Tangerine BFA Design Exhibition I produced 5 final books. The text block was printed digitally, while the jacket was letter-pressed and screen printed. The books were finally hand-bound and shown in front of a wall painted with the cover's monogram.