All Posts in Branding

July 20, 2014 - Comments Off on Hotel UMass

Hotel UMass


Located at the center of the UMass Amherst campus, Hotel UMass would be a unique hotel anywhere based on its architecture alone. Designed by famed  architect Marcel Breuer, it is a quintessential example of the Brutalist style and an unrivaled event space in the area. For parents and other campus visitors, it acts as the hub of their visit, but also houses the Campus Center in its lower level.

In its previous iteration, the branding for the hotel was a simple rendering of the façade. The new system pays homage to the geometric building blocks and visual rhythm that are the key elements of the building and contrasts them with a typeface that is markedly vernacular in origin. The end result is a scheme that relates closely to its origins, but sheds much of the weight and period clichés associated with the building and its heritage.

January 5, 2014 - Comments Off on The Base

The Base






The Base is a progressive organization that provides opportunities for Boston's black and brown young men through the structure of baseball. By providing a support network of coaches and mentors, the organization gives these boys a the discipline, training and resources that they wouldn't normally have as residents of some of the area's most disadvantaged neighborhoods. The program has helped kids improve their lives and go on to college, as well as creating one of the most competitive youth baseball teams in the nation.

When it came to branding, the challenges were myriad: the new organization had to incorporate an existing baseball team, it had to be cool enough that teenagers would want to wear it on their shirts and it had to be professional enough that donors felt confident in putting their funds behind it. After less than a year, the program is off to a fantastic start. The identity has been widely embraced and adopted by the players, and the program has gained expansive support both locally and nationally.

Designed at Korn Design.
Additional design support and photography by Steven Olimpio.

August 28, 2012 - Comments Off on Design Museum Boston

Design Museum Boston

Getting There logo

Getting There color scheme

Getting There type

Getting there signage

Getting There poster large

Design Museum Boston's mission is to show that design is all around us, and that is no more apparent than in our modes of travel. To the way that we navigate a train station to the seats in an airplane, everything about how we travel has been designed. The exhibit "Getting There" showcases much of the design of travel from the supposed Golden Era of travel to our current streamlined options.

Recognizing that how you get there is sometimes just as important as your destination, the Branding for "Getting There" focuses on the ways that we travel. Using dynamic typography and a color system that denotes the three main methods of travel from the exhibit, I created the main exhibit Branding System as well as the central signage and other supporting print and web graphics.

The exhibit has been exceptionally well received, with elements being acquired for permanent collections and the exhibit will travel to a new location shortly.

January 18, 2011 - Comments Off on Logo Collection

Logo Collection

I've created a few logos in my day. It's one of the things that I really like to create, especially when it set the stage for a new brand. Of course, sometimes a logo is just a logo, and that's what most of these were. They didn't seem to warrant a full post of their own, but here they are.


Identity for an event promotion company. 

Clarias logo

Logo for a Boston-based band.

BzzScapes logo

BzzAgent launched this sub-brand to measure social discussion of products/services for their clients.

Zero Down Entertainment logo

Logo for a semi-real record label.

Ferree Group logo

Ferree Group is a high-end contractor.

Girls, Guns & Glory logo

Logo for country/roots/Americana band.

Cable Car Cinema & Cafe logo

Mark for a movie theater and coffee shop in an old cable car repair garage.

All work designed at Alphabet Arm Design.

December 21, 2008 - 2 comments

Daily Grommet

Daily Grommet logo

Daily Grommet letterhead

Daily Grommet label and button

Daily Grommet business card

Daily Grommet is a curated social commerce website that features really interesting and unique products. They hand-pick items that interesting stories, and present them for their users. I worked with the company founders to create a brand that would have similarly interesting characteristics. Hand-crafted and custom were some of the core values that we discussed a lot, and these ideas became central to the branding.

We decided to design the business cards as the centerpiece of system, so I pulled out the stops. It's letterpress on one side, with a custom pattern that I designed. Each employee's information is applied by way of a printed, die-cut sticker.

Daily Grommet website detail

Done at Alphabet Arm Design.