Hudson River Riders | Logo Design

Logo Design, Branding + Illustration

Refreshed and rebranded the look of a community-focused kayak program with a bright retro style harkening back to summer-camp fun with a new logo, color story and branding system. HRR provides recreational access to and environmental awareness of the Hudson River for underserved communities through free kayak paddles, tours and training.

Designed the logo for the Hudson River Riders imbued with retro summer-camp fun, reflecting paddling on the Hudson River while bringing joy to the local youth.
Community Poster promoting free programs. Supplied the organization various lock-ups of logo with type and descriptor and applied it to a variety of collateral material.
Digital assets developed for Facebook and Instagram 
Supplied the organization various lock-ups of logo with type and descriptor and applied it to a variety of collateral material
Developing tone and form: mood boards, word associations, hand sketches and logo iterations 

Projects

The River Flows Both Ways Exhibit | Brand Design
Branded and developed all print and digital promotional materials for annual juried exhibition– starting with a clean logotype title with elongated extenders echoing the flow of waterways. Branding reflected the exhibition's theme of traditional and contemporary interpretations of the Hudson River, inspired by famed Hudson River School painter Jasper Francis Cropsey. Marketing collateral included posters, pamphlets, print ads, vinyl banners and social assets.
Branding + Graphics
Rosetti | Digital Content Creator + Designer
Team lead for Rosetti Handbag's social media from concepting to designing content. Managed and executed photoshoots [lifestyle, lay-down and studio] and created illustrations of product. Developed social strategy including creating engagement producing stories, leveraging UGC and curating the IG gird. The Rosetti brand is a subsidiary of Centric Brands.
Senior Designer
Hastings Historical Society | Web
Designed data-dense Wordpress site with a clean new look and easy navigability for wide-ranging audience replacing an clunky outmoded site. Worked with key stakeholders developing scope and the content strategy with managing the project timeline. Provided competitive market analysis and editorial direction for stakeholders. Developed information flow and structure with back-end developer for responsive design with an eye for future flexibility. Conducted beta testing with various demographics. Created a fresh, modern logo with branding system to apply across site.
Web Design & Branding
RiverArts | Digital Content Creator + Design
Designer and Art Director for arts organization which offers quality arts programming, education, and events for children through adults. Social Media Manager, building strategy, art direction, content development and execution: illustrations, GIFs and motion pieces, leveraging UGC, and curating the IG gird. Additionally, designing print ads, marketing assets and collateral materials from outdoor banners to stickers.
Designer, Art Director , Social Media Management
RiverArts Music Tour | Brand Designer
Spearheaded development and implementation of new flexible branding and visual identity for annual music festival, RiverArts Music Tour, capturing the diverse nature of performers and event. Implemented across all printed collateral materials; posters, outdoor banners, brochures for three years. Additonally devleop tailored social media strategy with videos and carousels.
Brand Designer, Art Director
How High the Moon Exhibit | Brand Design
Branded and developed all print and digital promotional materials for annual juried exhibition – embracing the exhibition's theme of celebrating the public’s fascination with the moon and village’s unique place in lunar history, first successful daguerreotype of the moon. Marketing collateral included posters, pamphlets, print ads, vinyl banners and social assets.
Branding + Graphics
Centric Brands | Marketing Dept | Sr. Designer
Co-managed corporate Instagram and Facebook accounts developing strategy concepts and designing content with photography illustrations GIFs and motion pieces. Worked collaboratively with fashion divisions — Rosetti, Tignello Handbags, Averix plus others — to develop long-term plans maintaining and growing the social following with a strategic content calendars and designing trend-right visual content including thematic stories increasing engagement.
Senior Designer
McKinsey & Co | Visual Designer
Designed mini-campaign organic social media content for Global Publishing Dept.’s priority initiatives including The McKinsey Quarterly's Re:think and FiveFifty series, The McKinsey Podcast, McKinsey for Kids and the high ranked google-searched McKinsey Explainers. Consistently top weekly engagement and CTR performers creating buzz for new products or services.
Visual Design, Digital Content Creator
Jody's Kitchen | Brand Design
Designed the brand identity and logo for independent Chef. Design labels and collateral materials for food products and events. Manage social media; strategy to content development.
Branding & Logo
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