When I approached the development of the Aventon Factory Team I wanted our team to boldly stand out, without being too over the top. During my R&D stage I found that ‘Aventon’ means to ‘push on’ or ‘hitch a ride’ in Spanish, which has now become our mantra. I decided to run with the original brand colors to create a statement and strong introduction of brand recognition. It was my job to make sure our riders looked the part while traveling and competing in races and events.
A logo that communicates its purpose through visual representation is the backbone of any good brand, it has the power to speak volumes without saying a word. Logos create brand recognition, that then build relationships with the consumer.
When I was living in Washington, I received an offer I couldn’t refuse. Relocating to California to design baseball bats and hockey sticks for Easton was an opportunity I couldn’t pass up. Working with Jordan Ballard under the lead of John Anderle was hands down an amazing experience. As a team we rebranded the baseball and hockey product lines; we traveled to Hong Kong & Mexico to restructure production, saving both time and money. We practiced a very tight design method in order to keep our ideas innovative and the process well organized.
Baseball (fastpitch,youth,t-ball): Power Brigade I Power Brigade II Power Brigade III MAKO Mass/Retail Lines
Slow Pitch: Raw Power I Raw Power II Brett Helmer Signature Line Brian Wegman Signature Line
Hockey: Mako RS1 RS2 RS3 Stealth Synergy
I love typography...I love the endless possibilities of creating type. Playing with clean letters or the bending of letters in graffiti. I really respect typography because of its tradition and history; from letter presses to sign painters, letters have been a huge inspiration in my career.
Aventon Diamond Frame
The Aventon Diamond frame embodies pure ‘performance,’ from its uniquely shaped diamond tube to its full carbon fork the Diamond frame is dressed to kill no matter the occasion. Forged from quality 6066 alloy, the Diamond frame is Aventon’s answer for the high demands of performance without blending into the monotony of recycled frame design. Complete with a matching full carbon seat post, the Diamond frame outshines the competition on the podium, and dominates the street in style.
My goal when designing this frame was to create details inspired by diamonds, to utilize the way light reflects off them. Every detail mattered, from the polished and cleared dropouts, to the angular tubing and the unique shape of the bottom bracket and head tube.
Creating graphics is the core of what I do, no matter what medium I use. T-shirts, digital marketing, print collateral, whatever your need I can create the graphics you need to make your project stand out and get noticed.
Branding is the most overlooked, yet the most key aspect of any business plan. When it comes to branding, you want to stand out. A true brand is more than just a logo, its creating a story, giving your product life, and speaking to the emotions of your target market.
apse.Intrinsic // How to Make a Snowboard
Combining my love for ‘how things are made’ with my passion for mountain living and snowboarding was my inspiration for this project. A fully leather bound with foil stamp, inlayed into a custom suede lined wooden box...
When I was brought onto the Nike design team (JR286) as a Color Specialist, it was my job to follow seasonal trends for all color and pattern use. Much of my work with Nike was setting up tech packs, making sure product design was well organized; and presenting seasonal colors and line presentations to the product managers. I really enjoyed my time at Nike, I had the pleasure of working with some of the industries most talented designers.
When it comes to product design, my favorite part is the process. Going from prototypes to testing, and all the way to the product release. It’s such a great feeling to work with a team and see your product come to fruition.
While working at Easton I was given the opportunity to rebrand the wood bat line. I worked alongside the wood bat department to create a new look and feel of Easton wood bats. Competing with companies like Louisville, I had to create a competitive edge and redesign graphics and colors to better establish Easton in the wood bat world.
My approach was to eliminate the screen printing process and replace it with laser engraved graphics; and swapping the knob stamp with foil stamped leather. My goal was to use all natural products in the design process to allow the wood to speak for itself.
Working alongside my team in the wood bat department was one of the greatest experiences in my design career.
Urban commuting at its finest. 6KU was developed to make biking affordable and fun for everyone. As a brand 6KU represents community, fun, and function.
When I joined the Aventon team, its product and distribution was already in place. I was brought on to create the brand, to establish Aventon as a premium, top of the line bike brand. I redesigned the logo with that in mind and moved toward a more symmetric feel, to set Aventon apart from an already saturated market.
Aventon is about persistence and determination, it's about pushing your mental and physical boundaries to conquer your goals. By continuously pushing innovation and what it means to be a performance bike company, Aventon is a seamless transition from the everyday street rider to the performance cyclist.