Brands That Connect

To support the Sahara’s conversion to student housing near the University of Arizona, I created Oasis — a retailer born from local research, offering food and goods unavailable to students within walking distance. Designed to serve as one of the cultural attractions needed to drive adoption and demand, the brand identity — young, active, and well-curated — speaks directly to U of A student culture.

The property owner did not follow this exact direction but implemented a similar use to increase demand and improve rents. They then sold the property, doubling their investment.

Co-designed with Jessica Mulder, the WEGA identity gives a rural non-profit the credibility to compete for grant funding, attract partners, and engage Fountain County communities across initiatives in small business, housing, childcare, downtown revitalization, and tourism. The brand had to signal strategic professionalism while staying warm and accessible — a counterweight to the assumption that rural means provincial.

This brand identity remains in use today, representing WEGA across all of its initiatives.

Farm Store is a retail anchor and specialty farm incubator in WEGA’s S. Perry Market in historic downtown Attica — a curated outlet for the region’s specialty farm producers. The brand had to signal small-batch craft to shoppers while giving individual producers a cohesive marketing platform they couldn’t build on their own. The identity carries from building signage through packaging tags, merchandise, and coasters — with the final logo direction selected by community vote.

This project is currently in development.

Designed and coordinated a series of large-scale development banners for multiple active redevelopment sites in downtown Attica, Indiana — including a new streetscape, public market, business incubator, and historic building rehabilitation. Created new project brands and clear visual explanations of each initiative, communicating upcoming improvements and transparently accounting for the public and private investment driving downtown’s revitalization.

This project is currently in development.

Canteen is a concept retailer built around the active, quality lifestyle of the millennial customer who prizes living well in nature and experiencing unique products. The image board sets the tone for brand identity and product curation to come — daily equipment, lifestyle products, wholesome ingredients, and prepared foods that all feel of a piece. The work establishes the visual register before a single fixture is specified or a product is sourced.

This project is currently in development.

Lief Buggy Co. is a boutique lifestyle brand for home, garden, and dayspa goods — built on the heritage of an 1850 Indiana carriage factory that began as Shipp’s Wagon & Carriage Shop and later operated as the Leif, Johnson & Linn Factory. The brand draws on one of the few surviving photographs of the operating factory — Pete Linn, Chase Johnson, and W.E. Holm at the assembly and paint room door — carrying their craft and story forward into a new journey of well-crafted comfort.

This project ended due to a change in building ownership but remains available for adaptation at a future location.

Maker’s Reserve is a lifestyle business incubator and social retail destination created for the rural communities surrounding Indiana’s population centers. It brings together distinctive dining, a curated market, independent retailer brands, and social events into one warm, culturally grounded hub — inviting urban visitors to experience authentic rural life without compromising the character of either. A rustic-warm palette of wood, handmade texture, and earthy tones with signature accents provides a cohesive yet flexible platform for individual makers — honoring deep artisan roots while staying clear of both sentimental folk-craft clichés and slick corporate polish.

This project is currently in development.

Greystone is a luxury longevity resort set on 107 acres of rugged Indiana wilderness — waterfalls, hardwood forest, and ravines. The brand deliberately balances two tensions: approachable enough for meaningful scale through membership, yet unmistakably elevated for high-net-worth guests. It transforms untamed nature into a polished, sophisticated sanctuary without losing its soul. The visual system of sage, charcoal, and warm-gold with an editorial serif and modern sans typography holds the balance between elegance and restraint.

This project is currently in development.