Cummer Museum

Cummer Museum

The Cummer Museum of Art & Gardens is a Jacksonville staple with a legacy over one-hundred years strong. With its lush gardens, renowned art collection, and dedicated education programs, the museum is a cultural pillar for the city. When it came time to give them a rebrand, it was no small task to create a new identity for an institution so cherished. The Cummer Museum has a sculpture in its garden called “Sea of the Earrings” by Takashi Soga. Love it or hate it, Jacksonville residents have been talking about this sculpture for years because its contemporary nature is juxtaposed against the museum’s classical architecture. When I began connecting the logo alongside my colleagues at Wingard Creative, I was immediately drawn to the shape of the red rings. This project is a winner of: GOLD Regional Addy Award  |  Regional JUDGES AWARD GOLD District Addy Award  |  District CHARLIE AWARD (Best in Category)                   It seemed natural to see a “c” in the iconic sculpture, and while initial concepts had more of a 3D element, I settled upon a flat approach in the final design. Here, the shape of the sculpture is implied, keeping the nod subtle. The red color is carried throughout the brand in prominent tabs and floods of color. We wanted to create a brand that was bold, modern, sleek, and forward-thinking. It was important to consider an aesthetic that would be timeless. It was also important for the brand to be versatile. When designing for an art museum, we have to take into account that some exhibitions...
Downtown is on Fire

Downtown is on Fire

It Starts with a Spark The Downtown Marketing Collaborative was formed to help raise awareness about Downtown Jacksonville, Florida. It is a common misconception in the city that this area is unsafe, inactive, and inconvenient, and they needed a campaign to help change the public’s mind. Downtown is on Fire was created to help reimagine the city’s image. It has a subtle reference to the great fire of 1901, which nearly wiped the city off the map. But instead, it came back stronger, rising from the ashes. This kind of powerful imagery is what the campaign focused on. The identity began with a small flame icon, then expanded into a variety of entertaining headlines. The fire puns were seemingly endless, and we had a lot of fun seeing how far we could push the brand. A major component of this campaign was guerrilla marketing, which meant we got to dream up unconventional ways to introduce this concept to the public. I oversaw the copywriting and design for projects such as sidewalk vinyls, large-scale building vinyls, avenue banners, stickers, coasters, and more. A major goal for this campaign was to boost traffic and discussion on the Downtown is on Fire Facebook page. The DMC ran a previous campaign which garnered about 4,000 page likes. Within the first month of the rollout, the number spiked to 12,000. Now, two years later, the page has almost 22,500 page likes and has become a major hub for news and discussion about the Downtown area. The Website The website component was important for this campaign, since the Downtown Marketing Collaborative wanted to create a comprehensive...
HOBNOB

HOBNOB

                    HOBNOB Food + Social Exchange HOBNOB is a full-service, chef-driven restaurant that is founded on global inspiration with local intentions. This Florida restaurant specializes in fun, upscale fare with a cheeky sense of humor. The client needed accompanying graphics for their restaurant, which featured the mascot “Pen the Penguin” in many of its collateral. Several components were designed for HOBNOB, including the logo, menus, promotional items, and some interior graphics. I was fortunate enough to see this establishment through from the naming process, to branding and identity, to execution, and finally – opening...
Style Cult

Style Cult

Style Cult The very title, “Style Cult”, is captivating. These words invoke a certain amount of curiosity, and put together they are both mysterious and commanding. Style Cult is a premier salon located in Jacksonville, Florida. With services ranging from personal style customization, to hair styling, product recommendations, and fashion consultation, Style Cult is a preferred location for anyone looking to revamp or accentuate their look. Edgy but approachable, this is an inviting environment welcome to everyone. Style Cult is about bringing out the best in your self image. You’ll feel at home and maybe even discover a side of yourself you never knew existed. Many of these logos are inspired by ancient symbols and sacred geometry. They pull inspiration from the occult without being overtly corny or creepy. We didn’t want to summon any spirits here. But there is something compelling in simple shapes. Sharp edges and bold typography. We want to create a mark that is striking. Instantly recognizable. And completely unique. Just like...