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.

Yonkers Paddling and Rowing Club + Hudson RIver Riders promotional postcard

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

RiverArts | Digital Content Creator + Design
Designer and Special Projects Creative Leader for an arts organization delivering quality programming, education, and events for audiences from children to adults. Served as Social Media Manager, driving strategy and overseeing art direction, content creation, and execution—including illustrations, GIFs, motion graphics, user-generated content integration, and Instagram grid curation. Additionally designed print ads, marketing assets, and diverse collateral materials ranging from outdoor banners to stickers.
Designer, Art Director , Social Media Management
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
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
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
Hastings Historical Society | Web
Redesigned a data-dense WordPress website with a modern, clean aesthetic and intuitive navigation, replacing an outdated and cumbersome predecessor. Collaborated with key stakeholders to define project scope, content strategy, and timeline management. Led competitive market analysis and provided editorial direction to guide stakeholder decisions. Partnered with a back-end developer to create a responsive site structure and information architecture, built for both clarity and future scalability. Conducted beta testing with diverse user groups to ensure accessibility and usability. Also designed a new logo and cohesive branding system applied site-wide.
Web Design & Branding
McKinsey & Co | Visual Designer
Designed organic mini-campaigns for the Global Publishing Department’s priority initiatives, including The McKinsey Quarterly’s Re:think and FiveFifty series, The McKinsey Podcast, McKinsey for Kids, and the high-traffic Google-ranked McKinsey Explainers. Consistently delivered top-performing content in terms of engagement and click-through rates, generating buzz around new products and services.
Visual Design, Digital Content Creator
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
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
RiverArts Music Tour | Brand Designer
Led the development and implementation of a flexible new branding and visual identity system for RiverArts Music Tour, an annual music festival showcasing a wide range of performers. The system was designed to reflect the event’s diversity and was applied consistently across all printed collateral—including posters, outdoor banners, and brochures—for four consecutive years. Also developed a customized social media strategy featuring engaging videos and carousel posts to boost visibility and audience engagement.
Brand Designer, Art Director
Drs. Mamie + Kenneth Clark | Brand Designer
Designed all visual elements and the overall campaign for the Hastings Historical Society exhibition and street renaming ceremony honoring nationally recognized residents and civil rights leaders Drs. Mamie and Kenneth Clark. Created mood boards, developed multiple design iterations, and produced a full suite of branding, exhibit panels, printed collateral, and social media content—earning local recognition for its bold, dynamic design and powerful visual impact.
Brand Designer, Art Director
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