Portfolio – HLW Design

FreeWheel Rebrand

The Challenge

FreeWheel challenged us to rethink their brand identity. I went through many challenges, exploration, and design iterations to develop a design system that would make FreeWheel more than just a tech service – and promote its value for both publishers and advertisers.

The Solution

I was excited to spearhead the rebrand of the FreeWheel brand identity. I developed an approach and overall brand system that is sophisticated and mature, while at the same time reinforcing their brand position as the platform that makes premium video advertising work.

FreeWheel Media to AudienceXpress

The Challenge

Rebrand FreeWheel Media in an effort to reposition it amidst growing competition. In addition, differentiate it from its competitors—and decrease confusion in the marketplace among customers and partners alike.

The Solution

I worked closely with the CMO to create a forward-thinking brand identity for AudienceXpress, one that stands out among competitors. I designed website, marketing materials, and advertising that is consistent across all platforms to help promote this new branding effort.

Go Addressable

The Challenge

Create a brand identity and website for the Go Addressable initiative that has united some of the largest TV advertising publishers to help maximize scale, impact, and value of TV as a marketing platform.

The Solution

I designed this logo and website for the consortium to utilize while promoting growth of addressable TV advertising. The site was designed with a clean and simple aesthetic so that it would be easy to navigate. The main purpose of this was to introduce the consortium, it’s mission, and how it brings clients and advertisers together in a seamless experience.

Adspace Networks Rebrand to Lightbox

The Challenge

Adspace Networks needed a visual identity refresh. They were already established in the market with their multi-platform video network, but needed a visual update to reflect their fresh approach and new format of interactive video within digital screens.

The Solution

I was able to work directly with the company CMO and CEO to spearhead their rebrand, including logo design, brand guidelines, marketing collateral, website design and promotional products. I created a fresh new look for their website as well as develop all their sales presentations and social media assets.

WeWork City Installation

The Challenge

Designed all artwork for use in a city street installation promoting new locations in the Financial District of Manhattan. Since WeWork is known for its unique, modern and collaborative office spaces, I needed to design an installation that was just as bold.

The Solution

The installation was a success, as the double-decker bus caught the attention of passerbys and created an exciting experience for people in the Financial District. The inside of the bus was also wrapped in custom creative to mimic the WeWork office experience, making it easy for passengers to imagine working at their own WeWork City location.

WeWork Subway Advertising

The Challenge

The WeWork Subway Saturation was a unique challenge: design dynamic wallscapes for commuter platforms that would capture attention and be true to the brand identity in all of its facets.

The Solution

To increase brand exposure in the city, I created a series of unique and equally informative designs focused on promoting WeWork in the Financial District. Also included was a custom map highlighting all seven locations with icons for each—all presented in an artistic fashion to appeal to young professionals.

NYHRC | Your Club, Your Story

The Challenge

New York Health and Racquet Club was one of the city’s top sporting clubs. Every New Yorker has a story to tell about how NYHRC positively impacted their lives. I was tasked to create and art direct a new campaign highlighting current members and their testimonials about what NYHRC means to them.

The Solution

Created a unique and impactful campaign for the gym. Focusing on actual health club members, who were photographed in their natural environment. The images and video of these members were used to highlight the club amenities and services, including state-of-the-art fitness equipment, group fitness classes and luxurious locker rooms.

Musink

The Challenge

Create a brand identity for Musink Publishing, a new company that seeks to revolutionize the music publishing industry. This branding needs to convey both creativity and professionalism.

The Solution

Designed a modern, edgy logo and brand system to fit right in with the music publishing industry. After creating multiple brand concepts, I designed an entire visual identity that has a strong look and feel. This can be seen throughout all marketing materials such as business cards, letterhead, envelopes and more.

Arizona Pain Relief

The Challenge

As a new company, Arizona Pain Relief needed to establish its brand and create a strong, recognizable identity. In order to stand out from the competition, a logo and branding elements were needed for business cards and marketing materials. A new website design was also needed to promote the company’s products among its target market.

The Solution

I worked on the design and brand system for use in Arizona Pain Relief’s website and other marketing materials. The result was a clean and modern logo that promotes trust from potential clients. The website was designed with the user in mind, so it’s easy to use and looks good across all platforms.