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BRANDING

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BYRD INSTITUTE

The Byrd Institute for Alzheimers research and treatment at the University of South Florida came to me with a unique set of goals. Through focus groups with Alzheimers caregivers and members of the board of the Institute, it became apparent that the new identity not only needed to convey a hopeful spirit, but should also be calming and steadfast for the patients as well as reflective of the groundbreaking research being accomplished at the Institute.

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The final design encompassed all of those goals. I created what the Institute proudly nicknamed the "Flying B;" their initial letter B in the shape of a bird in flight - a callback to their name: "Byrd" - which illustrates that patients with Alzheimers are still capable of taking flight and learning to live as normally as possible with their affliction and, due to the incredible research being conducted at the facility, a cure is closer than ever.

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BRANDON REGIONAL HOSPITAL

Brandon Regional Hospital needed to update their image. The idea was to update their existing logo (which I had also had a hand in creating a decade before) and coming up with something fresh and innovative while still being recognizable with the previous hospital branding.

 

We had been using a wave graphic element throughout the advertising of the hospitals of HCA West Florida Division and I wanted to incorporate that wave into the redesigned logo, as well as bring in the Division light blue and type styles to their existing color pallet of blue and yellow. 

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WATER STREET COFFEE BAR

The proprietors of Water Street Coffee Bar came to me looking for a logo that is contemporary, signifies elegance and wealth, but also needed to be unique, simple and dynamic. It also had to communicate that the Bar will be open both mornings and late nights.

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The waves coming out of the coffee mug are representative of movement and that there will always be activity and motion at the Bar. The wave not only symbolizes the steam coming out of the fresh cup of coffee but also the waves of the water in Tampa Bay, which is only one block south of the location. 

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SPACE FLORIDA
EXPLORATION PARK
 

at the Kennedy Space Center

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Space Florida was creating a huge new development on the edges of the Kennedy Space Center to bring together leading innovators and businesses in the world's first and only Quadramodal Transportation Hub featuring transportation by land, air, sea and space to be called Exploration Park.

the the 

It was important to create a brand for this development that was not only memorable but was also fluid and that could be used and altered for the many uses at the facility. 

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BLAKE MEDICAL CENTER

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Blake Medical Center was looking for a completely new identity. The hospital was looking for a logo that would communicate its cutting-edge technology. Because of its unique location within miles of the beaches of Bradenton, Florida, and because the community seemed to be having a hard time knowing where the hospital was, I wanted something that incorporated a nautical theme.

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To create the final brand, I combined a nautical symbol (to signify the hospital's proximity to the beaches), sun rays (to add a look of hope and positivity as well as to symbolize the beautiful Florida weather), and the beams of a laser to convey the cutting-edge medical technology that the hospital was to be known for).

 

Because the hospital has many specialty services and physician's groups, the logo was created for each specialty service and physician's group (over 50 in all).

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BOOMER'S BARBEQUE

I was thrilled when the proprietor of Boomer's Barbeque came to me wanting a complete re-brand, over 25 years since I created their original and very successful identity.

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It was important that I keep the colors of the original logo while updating the logo type and icon to something clean and contemporary. The restaurant has a fantastic reputation in the area and huge following, so it was important for the new logo to feel familiar.​

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Everyone at Boomer's was ecstatic with the re-brand and are excited to see where it takes them for the next 25 years! 

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PREVIOUS LOGO

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HCA WEST FLORIDA
ER 24/7

HCA  West Florida came to me wanting to create a brand for their new freestanding emergency centers they were launching throughout the Tampa Bay Area (including St. Petersburg, Clearwater, and Sarasota).

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The brand needed to be instantly recognizable and memorable and had to establish itself in a very crowded marketplace above other emergency and healthcare clinics. It also had to be designed in a way that could be used easily for multiple locations and uses. 

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The brand was used extensively throughout the Tampa Bay Area in multiple facilities on signage, advertising (including multiple billboards) and promotional materials.

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SIMPLY INVESTING

Simply Investing came to me looking for an identity that was instantly recognizable as a financial services company but still had to be simple and welcoming. After all, "simply" is in the name. 

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The company is positioning themselves in a unique way in the marketplace. They want to not only identify as experts in the field, but also, uniquely, as an investment firm that will include their clients in the decision-making process while teaching them about investing along the way and not speaking over their heads.

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While I wanted green as the dominant color to reference money, I wanted it to be a bit subtle so I chose a green/blue mix that remained green without going to teal or turquoise. The bright green was chosen to lighten up the mark and to convey friendliness and differentiate the firm from its competitors as the "unstuffy" investment company.

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JULIE AND BRANDY

Julie Goldman and Brandy Howard are successful comedians and radio hosts with a successful podcast (Dumb Gay Podcast) and former Bravo stars from the show The People's Couch.

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After hosting a show on Sirius XM, the duo decided to go it alone and go all-in with their Podcast and Patreon. The problem? They had no Brand Identity.

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I was honored to work with them to create a new and exciting brand that was attention-getting and represented their brand of off-the-wall and off-the-cuff humor. It was important that the brand was also representative of their audience, and would appeal to both female and male as well as their strong gay following.

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