Cal State LA Athletics wanted to build excitement and elevate the fan experience for their home series against Sonoma State. I was assigned to design a cohesive campaign system across multiple platforms—including A-frame posters, digital board displays, and Instagram posts.
I developed a trio of baseball-inspired taglines—"The Changeup," "Legends Are Made Here," and "Bases Loaded—each crafted to amplify the game's drama and narrative. These lines acted as thematic anchors, allowing the campaign to shift tone while maintaining a consistent voice rooted in confidence, grit, and momentum.
Typography leads the visual system, with Manuka driving bold, athletic impact and Geomatrix providing sharp, structural support. A distressed texture overlays key elements, mimicking the dirt kicked up during a slide into home— a visceral cue that captures motion, tension, and energy in a single frame.
The result is a unified campaign grounded in storytelling and built for scale.
Cal State LA set out to increase summer course enrollment by encouraging students to stay on track academically. I was tasked with creating a bold, system-driven poster campaign centered around the message: "Step Closer to Your Degree This Summer."
The objective was to build a visual system that could command attention, remain brand-adjacent, and resonate with students across diverse spaces on campus. I developed two distinct printable and digital posters featuring real Cal State LA graduates in authentic, celebratory moments — communicating joy, progress, and possibility.
Typography became the anchor. I selected Bespoker Serif — for its contemporary contrast and editorial presence. It adds tension, energy, and structure, helping the message function at scale.
The color palette included two modes: Cal State LA's gold for vibrancy and tradition and secondary brand color blue for flexibility and tonal range, giving it a student connection.
Beyond the logo, I crafted promotional materials tailored to engage the target audience, from fun business cards to posters and compelling social media graphics. I designed trendy hoodies featuring the new logo, captivating typography, photography, and bold color schemes. These hoodies doubled as fashion statements and potent brand ambassadors, sparking interest and amplifying visibility, making the statement "This is a lifestyle."
I addressed the marketing challenge through strategic design and research, revitalizing "Headquarters: The Grooming Shop" and positioning it for sustained relevance and growth. The rebrand struck a delicate balance, appealing to existing and prospective customers, ensuring the shop's continued success in the dynamic Los Angeles market.
Price Card — Front
Price Card — Back
Poster
Business card — Front
Business card — Back
Social media — IG story
Promotional flyer — Front
Promotional flyer — Back
The branding commemorates Leimert Park's vibrancy, bold history, and community and welcomes the community to immerse themselves in the creative world. Introducing the youth to new adventures and ideas in the different creative fields.
The Identity features the typeface Lektorat, displaying a bold design creating visual impact using colors that connect the audience to the festival. The colors utilize a vibrant palette inspired by the community and local culture, representing playfulness, excitement, love, wisdom, and intelligence.
The logo is where it all starts. The teal rooster, outlined in mustard yellow, is more than just a symbol. It represents the commitment to quality, reflecting how Bonnie B's BBQ is slow-cooked to perfection from dusk to dawn, ensuring every bite delivers the perfect flavor and texture. This isn't just a rooster—it's a guardian of tradition and a promise of taste.
Typography plays a crucial role in reinforcing the brand's message. Beastly isn't just a typeface; it's Bonnie B's voice. Originating from the Lubalin 100 project, it gives the brand name weight and presence, making it impossible to ignore. Nitti Grotesk steps in for the tagline, grounding the brand in something real and honest, much like the BBQ itself.
Color is equally intentional. The orange-red brings boldness and energy, the teal adds balance and freshness, and the mustard yellow ties it all together with warmth. These colors aren't just for show—they echo the slow-cooked perfection that happens from dawn till dusk.
To top it off, I created the slogan, "Yes, it's that good..." paired with a playful warning: "Warning: Do not lick fingers; BBQ sauce may cause you to bite yourself." This adds a touch of humor, reinforcing the idea that Bonnie B's isn't just about food—it's about an experience.
Take away box
Take away bag
Front of business card
Back of business card
Introduction
Inglewood is a city of contrasts—where legacy meets innovation, where tradition coexists with transformation. The city visual identity should capture that tension, the energy, and the unapologetic ambition that defines the city.
The current seal is a relic, a visual overload that no longer speaks to who we are or where the city is going. What we’ve created is not just a new logo; it’s a new language. The design is bold, distilled to its core elements, and strategically engineered to resonate across every touchpoint.
More than just an aesthetic choice, this mark is a functional tool. It’s versatile, scalable, and designed to thrive in both digital and physical spaces. It’s about clarity and impact—making a statement without sacrificing nuance.
Current Logo/seal
The primary issue with the seal is its complexity and lack of focus. While it does a good job of representing various aspects of Inglewood, it tries to do too much within a confined space. While rooted in history, this seal does not align with the city’s modern ethos. It’s trapped in an outdated aesthetic, burdened by its intricacies, making it ineffective in the digital age where clarity and simplicity are paramount. In an era where branding is not just visual but experiential, this emblem does not serve Inglewood’s ambition, energy, or forward momentum. It’s time for a transformation that connects Inglewood’s history with the future.
- Complexity: The seal is quite detailed, making it difficult to reproduce at smaller sizes. Municipal seals often appear on official documents, letterheads, and signage, where a more simplified design would be advantageous.
- Visual Clutter: The seal includes multiple elements (stars, stripes, an airplane, mountains, a bear) that are each significant but collectively make the design feel cluttered. There isn’t a clear visual hierarchy, leading to competition between elements for attention.
- Typography: The serif font used in the current seal is straightforward but lacks the distinctive quality needed for a modern city identity. The font choice feels generic and doesn’t enhance the overall design.
The new logo redefines Inglewood’s identity by embracing simplicity and impact. It’s a modern distillation of the city’s essence, rooted in its rich tradition. Gone is the clutter; instead, clean lines and a bold visual narrative speak directly to Inglewood’s dynamic spirit. The updated elements form a unified composition; each symbol is given space to breathe, collectively telling a cohesive story. It’s a story of champions, with the iconic Forum and B-25 bomber paying tribute to Inglewood’s history. The stars symbolize the city’s championship legacy, the future of entertainment, and its patriotic connection to the United States. At the same time, the bear nods to the California state flag, embodying its history and pride. Together, these elements craft a powerful visual narrative celebrating Inglewood’s heritage and enduring spirit.
The typography has been meticulously selected—”Elizeth,” a geometric slab serif that bridges early 20th-century rationalism with contemporary versatility. It’s a typeface that commands attention yet integrates seamlessly, ensuring the logo’s adaptability across all platforms. This isn’t just a logo; it’s a statement of who Inglewood is today and where it’s heading.
New proposed Logo/seal
Business card
Envelope
Letterhead
Inglewood’s new seal is more than a logo—it’s a bold statement of identity, capturing the city’s essence in a design that’s both modern and deeply rooted in tradition. This isn’t just a visual update; it’s a celebration of Inglewood’s rich history, its spirit of resilience, and its vision for the future. Every element has been thoughtfully considered to create a seal that’s not only visually striking but also meaningful and reflective of the community it represents. With this new identity, Inglewood is positioned to move forward with a renewed sense of pride, purpose, and recognition. This seal is a beacon for the city’s ongoing journey, a symbol of its past victories, present strengths, and the promise of what’s to come.
The Art Deco-inspired backdrop transports the viewer to the glamour and allure of old Hollywood, perfectly setting the stage for the 1930s, where Vera's story unfolds. At the center, Vera stands confidently in her maid uniform, but her shadow reveals the shape of the Oscar trophy—a powerful symbol of the success she strives for despite the racial barriers of the time. This contrast between her present reality and the looming potential of stardom invites the audience to explore the deeper themes of ambition, identity, and the hidden forces that shape her journey.
The typography balances between classic and modern, where the title's serif type evokes the era's sophistication, and the bold, hand-drawn script for "Vera Stark" makes her name feel alive, personal, and central to the narrative. The vibrant color palette—deep blues, yellows, and crisp whites—catches the eye and mirrors the elegance of the 1930s. More importantly, it maintains a modern appeal, creating intrigue and engagement for a diverse audience.
This design serves as more than a promotional piece; it's an invitation to explore the emotional and historical depths of Vera Stark's journey. It compels viewers to experience the play and question how much Hollywood and society have changed. The poster is crafted to draw in theatergoers by blending a visual homage to the past with a bold, contemporary lens, making it an irresistible call to action and fostering a sense of connection and involvement.
Final design
Front of the postcard
Back of the postcard
I added the QR code to simplify customer ticket ordering—a thoughtful, human-centered touch that enhances the experience.
Ideations other versions {Version one}
(I designed a total of 4 different versions of the poster before the director of the play finalized the design)
{Version two}
{Version four}
ZS Associates aimed to host a global event to celebrate and empower their employees after the impact of Covid-19. I was tasked to design promotional posters, slide templates, table cards, logo, a video intro, and an interactive mural. The goal was to create a bold statement highlighting the company's largest cities using iconic landmarks.
The event would also facilitate collaboration among employees to develop a vision for the company's future where each person is encouraged to OBSERVE, UNDERSTAND, and REFLECT on ZS's culture. The event featured an illustrated mural of a ZS city, showcasing iconic buildings from cities where ZS resides. The windows of the buildings were sized to fit a Polaroid photo (2.4x3.5), allowing employees to take a selfie and post it on the mural, accompanied by a brief message on their observations, understanding, and reflections of ZS's culture, both past and present.
The event encouraged employees to collaborate and share ideas for building a vision of the company's culture in the future. Through this interactive approach, ZS Associates aimed to create a sense of belonging and pride among their employees, highlighting the importance of a strong company culture in achieving success.
illustration, mural — 8x96
Pass The Dressing's primary audience is health-conscious individuals aged 18-40 who value well-being, nutrition, and sustainability. This audience embraced a plant-based fun lifestyle and sought transparency in ingredients, convenience, and eco-friendly packaging.
The brand identity transformed to embody the product's personality—a fusion of health-consciousness, boldness, fun, and a delightful, tasteful experience. Utilizing Snug Variable—Low Compact Black as the primary font, Pass the Dressing's visual identity is elevated. Snug, a Triple-Axis Variable Font, introduces versatility in weight, width, and x-height, infusing a modern and flexible touch into the brand's design. This seamlessly complements the vegan cashew-based salad dressing's smooth, bold, and exciting aesthetic.
Ultimately, "Pass The Dressing" appeared as a dressing and a lifestyle brand – a testament to the fusion of health, excitement, fun, and sustainability.
Front label
Back nutrition label
Book cover, canvas cover — 7.5x9.5
As a result, the reader can access additional information and multimedia content, creating an immersive and exciting reading venture. This project aims to promote awareness of the unwritten pages of American history and beyond and provide a platform for their stories to be told. By creating an interactive historical book, Beyond the Cotton hopes to inspire a new generation of readers to engage with history and encourage them to follow their dreams no matter the challenges.