After graduating from college, I started my own LLC in graphic design, offering services across a variety of fields and taking on any project I could. It took me a while to realize that I wasn’t cut out to run a business on my own, which led me to seek job opportunities elsewhere. While disappointing, it’s a lesson most people do not take the time nor have the opportunity to learn, and I’m grateful for it. My final project for my LLC with GhostShip3PL marked a turning point. After designing a brochure that was distributed to their clients both nationally and internationally, I was offered a position in their warehouse, while also receiving graphic design work through their marketing and consulting sister company, Kirkwood Communications.

The following projects were all introduced to me by the president of Kirkwood Communications, and my mentor, Mike Kirkwood. These projects span from large international corporations like Heartland Food Products Group (as well as their subsidiary companies like Splenda and JavaHouse) and iSi-Store, to smaller initiatives such as logo designs for local fundraisers. This experience has broadened my skills set and provided valuable insight into fields I hadn’t been able to fully explored before, such as marketing and advertising.

Projects Listed Below in Chronologically Ascending Order

This project wasn’t particularly major or intensive—just a revisiting of one of my earliest projects while working with Kirkwood Communications. Splenda had been finding great success with the simple, clean Stevia stickers I had designed in the past. Their versatility allowed them to be used across a wide variety of projects. However, this time, Splenda reached out asking for something "more" to be added to the design. Whether that meant a swirl behind the "Splenda Stevia" text or adding a graphic, the instruction was intentionally vague, giving me a lot of creative freedom.

To start, I did what comes naturally when faced with such a request. I added a simple outline to the circle in one version, added a gradient background in another, and even attempted to draw a stevia plant. The key word here is "attempted," as I quickly realized that my illustration skills aren’t my strongest asset. But while I may not be an illustrator, I am a graphic designer, someone skilled at taking various visual elements and composing them into a cohesive and balanced design.

Recently, I had been experimenting with AI tools, and I decided to use generative AI to create the stevia plant for me. Once I saw how well it worked, it opened up new creative possibilities. With the AI-generated stevia plant, I was able to integrate it seamlessly into the design. From there, I developed additional versions, including one featuring a hand-drawn-style stevia farm and another with delicate vines and leaves wrapping around the edges of the sticker.

These updated designs added a fresh, creative touch while maintaining the simplicity and versatility that made the original stickers so popular. The freedom I had in this project allowed me to explore new design tools and approaches, resulting in a collection of designs that both the client and I were very satisfied with.

This project was more of a marketing research experience than a design-focused one, giving me the opportunity to explore creative strategy rather than deliver a finished product. I was tasked with coming up with a range of ideas, from creating slogans to designing rough sample images using Adobe Stock’s generative AI, all aimed at helping brand Java House’s new espresso martini concentrate mix. This project marked new territory for me, as it was the first time I had worked on a project where the emphasis was entirely on research and concept development, rather than actual design.

To begin, I decided to build a foundation by taking a list of famous quotes and altering them to fit the espresso martini theme. For example, Nike’s “Just Do It” became “Just Brew It,” and Shakespeare’s “To be or not to be, that is the question” morphed into “To brew or not to brew, that is no longer the question.” While I enjoyed playing with these well-known phrases, I realized I was losing a bit of originality, which I felt was crucial in developing an authentic brand identity.

Inspiration struck the next day while I was at work reviewing the product stock. Java House, the brand I was working on, is owned by Heartland Food Products Group, which also owns Splenda. One of Splenda’s popular products is the Peel and Pour liquid pods, designed for easy drink flavoring. It hit me that Java House’s espresso martini concentrate followed a similar peel-and-pour concept, but focused on creating the perfect espresso martini with one simple pod. That’s where the slogan “Peel, Pour, Perfect” came to life. It was simple, catchy, and aligned perfectly with the product's functionality.

As I continued to brainstorm, I found myself refining this core idea, even coming up with variations like “Peel, Pour, Perfect – Sip, Savour, Smile.” With those slogans in place, I moved on to experimenting with Adobe Stock’s generative AI to create rough sample images. While nothing groundbreaking emerged from this part of the project, I did produce a few solid ideas. More importantly, working with AI in this way was a valuable learning experience, further preparing me for future projects involving generative tools.

Though this project didn’t result in a finalized image or design, it offered me invaluable insight into the marketing process, especially in branding and slogan development. It was an enlightening experience that allowed me to expand my creative toolkit and explore the intersection between product functionality and effective advertising.

Following the 700x700 advertisements, I was tasked with designing a retractable banner for an upcoming convention. The banner was intended to be displayed next to the company's booth to attract potential clients and customers. The challenge here was creating a design that would quickly capture attention while effectively conveying the brand’s message.

In my initial design, I made the common mistake of including too much of everything—too many images, too much text, and an excess of colors. This created a scattered visual that drew the eye in multiple directions without establishing a clear hierarchy or focal point, which was counterproductive. I believe this misstep came from not being accustomed to designing for such a large format, intended to be viewed from a distance. I had designed it as though it would be read up close, like a poster or on a screen, rather than something that would be glanced at by people passing by the booth.

To address this, we simplified the design. We reduced the text to a single sentence or an even shorter tagline, such as “Sweetened by Sunshine,” which effectively conveyed the brand’s message in a concise, memorable way. Additionally, we removed one of the redundant images, which not only decluttered the design but also helped emphasize the remaining visual elements. By streamlining both the text and imagery, we were able to create a clearer focal point for the viewer.

With the additional space, I was able to enlarge the key elements, ensuring that they would stand out from a distance, even in a busy convention environment. The simplified design allowed the eye to naturally follow the flow of the banner, directing attention to the most important information. The clean layout made it easier for passersby to quickly engage with the content, without feeling overwhelmed by excessive details.

This experience taught me valuable lessons about the importance of scale, hierarchy, and the need for restraint in large-format designs. By focusing on simplicity and clarity, we were able to craft a banner that effectively drew people in, creating a strong visual impact while still communicating the essence of the brand. The final design was not only more visually appealing but also functioned perfectly for its intended purpose—grabbing attention and driving interest from convention attendees.

Splenda & Stevia Stickers- First Project

For my first project, I was assigned a straightforward task: creating a sticker based on Splenda’s standard logo. The main work involved resizing the logo and removing the portion that labeled the product as “zero calorie sweetener,” as this detail was unnecessary for a sticker intended for use across various sweetener products.

To ensure the logo stood out, I used a slightly darker yellow for the outer text, preventing it from blending into the white background. The yellow framing on the top and bottom helped emphasize the dark blue "Splenda" brand name. I applied similar principles when working on their Splenda Stevia brand, opting for green and white to maintain the “natural” aesthetic associated with the stevia product line.

Although this project wasn’t complex, the stickers, due to their simplicity, were versatile and found use across several initiatives, from small kits sent to clients and customers to promotional giveaways at conventions. This initial project introduced me to their processes and served as a warm-up for more involved work ahead.

This was a smaller project in which I was tasked with creating a simple yet clean PowerPoint design for Regal Snacks' upcoming presentation to Walmart. The objective of the presentation was to secure distribution of their packaged healthy snacks through Walmart's national channels, making it a crucial opportunity for the client.

For this presentation, I aimed to develop a visually appealing template that aligned with the brand’s image while being versatile enough to be used across multiple slides. The design itself was straightforward and minimalistic, ensuring that the product's appeal remained the focal point. However, the most challenging aspect was conducting thorough research to find the right imagery that accurately reflected the brand's identity and reinforced the message of healthy snacking.

Though the project wasn’t overly complex, the attention to detail in selecting and arranging the visuals was critical to its success. Ultimately, the client was pleased with the final design, and I was informed that the presentation went off without a hitch, helping them leave a strong impression on Walmart.

This project involved creating a simple 700x700px advertisement to be sent to both prospective and current clients. In my initial version, I placed more emphasis on the text, making an image of coffee a secondary feature rather than the focal point. However, my boss and mentor, Mike, reminded me of a key principle in advertising and marketing: “Always show the product, and make sure it’s large enough to draw the viewer’s attention.”

Taking this advice to heart, I revised the design by giving the syrups a more prominent role, making them the focal point of the ad. The coffee image then became a complementary element, demonstrating how the syrups could be used. This adjustment not only improved the overall balance of the ad but also made the product the main attraction, as intended.

In the end, I was pleased with the final result. However, one aspect I’d like to improve on in future projects is the alignment of the text. In this particular ad, I used multiple alignments, which made the text feel somewhat disjointed and caused the viewer's eye to move around the page too much. In future designs, I plan to maintain more consistent text alignment to create a smoother, more cohesive visual flow.

This was a project I thoroughly enjoyed and gained a great deal from. I was tasked with creating an outer wrap for a new coffee dispenser that Java House would be using at events, presentations, and conventions. The only guideline provided was an outline with specifications for size and positioning, leaving the creative direction entirely up to me.

Given this creative freedom, I explored several design directions, including a more playful, cartoonish concept with a soft, pastel color palette. However, since they were looking for a cleaner, more professional appearance, that idea was set aside. I wasn’t discouraged though—when working on design projects, I often generate ideas that span a variety of directions, and the freedom to explore multiple options was something I really appreciated. Early on, I developed five or six different designs to see which ones resonated most.

As the process progressed, I narrowed my focus to two or three designs that received the most positive feedback and began refining them to better align with the client’s vision. One of the key aspects I had to consider was ensuring that the left and right sides of the dispenser wrap were nearly identical, as the viewer would typically only see one side at a time, or focus solely on the front where the coffee spout was located.

Additionally, the design needed to be simple yet captivating—something that would catch the eye of attendees at a quick glance, drawing them in to try the coffee for themselves. Balancing simplicity with appeal was crucial to creating a design that was both functional and engaging for a busy event environment.

This was my first project in the field of motion graphics, and I gained a great deal from the experience. The task was to create a 30-second GIF introducing and highlighting Splenda's new sugar-free liquid syrups. Before starting the design, I needed to identify the key focus points of the project. Fortunately, the client provided a brief outlining five main frames that would serve as transitions or points of focus. The first and last frames were the title and end frames, respectively, but I had to ensure the GIF began and ended in a way that created a seamless loop.

To achieve this, I used the Splenda logo as the sole element on screen at the beginning, which also appeared throughout most of the GIF. By adjusting its position at the end, I was able to align it with the beginning, creating a smooth, continuous loop. For the middle three frames, I showcased the featured products: the reduced-sugar and sugar-free syrups, followed by a frame highlighting beverages such as teas and coffees that the syrups could complement.

The biggest challenge in this project was adhering to the video flex unit standards set by Winsight Media, which are referenced by Heartland Food Products Group (the owners of Splenda). These standards included file size limitations after rendering, as well as specific dimensions for the GIF. This was particularly difficult because I had never worked on a project where file size reduction was so critical, aside from optimizing images for websites, which was far less demanding.

Unfortunately, I wasn’t able to see this project through to completion. While I had successfully created the GIF and was in the process of reducing the file size—getting it down from 10MB (to the required 2MB)—the project was canceled due to internal issues and layoffs at the client’s company. Despite this, the project was a valuable learning experience, especially in mastering motion graphics and managing file optimization for media standards.