BRAND IDENTITY

ABOUT BASSETT: Bassett Healthcare Network is a rural health care system that has been serving communities in central New York for over a century. The system includes five hospitals, and a network of health centers, school-based clinics, long-term facilities, and home health services.

PROJECT: The identity for Bassett Healthcare Network is outdated and in need of an update, and one of my responsibilities as Creative Director was to develop a new brand identity. The identity needed to maintain a connection to Bassett's history, while also better representing the expanded and modern healthcare network that Bassett has become.

SHOWN:
• Current and Proposed Identities
• Brand Identity Proposal
• Ad Campaign: Leading Care
• Ad Campaign: Living Bassett
• Interior Signage
• Exterior Signage
• Apparel
• Friends of Bassett Website

View Brand Identity Proposal (PDF)

CONTRIBUTIONS:  Strategy, Concept Exploration, Design, Project Management

SHOWN:
• Grand Harbor Community Brochure
• Passages Addiction Treatment Center Brochure
• Plum Builders: Modern Barn Brochure
• Cacique Resort Marketing Package
• Book Cover Designs

FUNDRAISING CAMPAIGN

ABOUT THE CLIENT: Vail Valley Health System (now Vail Health) is a world-renowned, nonprofit community health care system based in Vail, Colorado, with Vail Valley Medical Center as its flagship hospital.

PROJECT: As part of Vail Valley Health System's planned launch of a $100 million renovation and expansion project, comprehensive fundraising and branding campaigns were developed, along with patient-centric materials to maximize fundraising efforts, increase community awareness, and improve patient experience.

SHOWN:
• Campaign Tagline & Refined Identity
• Major Fundraising Brochure
• Community Report
• Billboard
• Patient Program CD
• Patient Program Membership Cards

CONTRIBUTIONS:  Creative Direction, Design, Copywriting, Project Management

SHOWN:
Linked websites
• CF Industries: 2017 Sustainability Report* >
• Ochsner: 2018 Annual Report* >
• Bassett Research Institute >
• Whirlpool: 2018 Annual Report* >

Non-linked websites
• Workday: 2018 Global Impact Report*
• Valet Vault
• Treasures Found
• GoGo Charters

*Designed while employed with Corporate Reports.

BRAND STANDARDS & VARIOUS PROJECTS

ABOUT THE CLIENT: A product of the The Coca-Cola Company, Glacéau vitaminwater is the pioneer and sales leader of nutrient-enhanced water beverages in the United States and is available in over 26 countries.

PROJECTS: From 2009 to 2014, I worked with vitaminwater in the development and execution of a broad range of internal and external communications, including their Brand Identity & Design Standards, packaging, POS/OOH, and brochures.

SHOWN:
• Bottle Label (Design Refinements & Guidelines)
• Brand Identity & Design Standards
• Label Concepts for New Energy Drink Product
• B2B Product Brochure
• POP/OOH

CONTRIBUTIONS:  Design, Production, Consulting, Copywriting, Project Management

SHOWN:
• Whirlpool 2018 Annual Report*
• Capstead 2014 Annual Report*
• CF Industries 2017 Sustainability Report*
• Kodak 2017 Responsibility Report*
• Mohawk 2018 Annual Report (concept)*
• UPS 2018 Sustainability Report (concept)*
• SeaWorld 2014 Annual Report (concept)
• MEAG Power 2020 Annual Report (concept)

*Project developed while employed with Corporate Reports, Inc. in Atlanta.

VISUAL IDENTITY

ABOUT THE CLIENT: With close to 200 locations in 22 states, InTown Suites is the the largest wholly owned economy extended stay in the United States.

PROJECT: InTown Suites had a lack of continuity and quality throughout their marketing and promotional materials. With the launch of an extensive, system-wide renovation initiative, they needed a new, cohesive visual identity with a fresh, contemporary style that would properly represent the updated brand and support the exciting new improvements taking place.

SHOWN:
• Poster Promoting Brand & Property Updates
• Guest Brochure
• Grand Opening Flyer
• Brand Standards
• Business Card
• Flyer Promoting Video Contest
• Table Tent for Green Initiative

CONTRIBUTIONS:  Creative Direction, Design, Copywriting

There are not many creative challenges I enjoy more than developing a brand's identity, and the logo is the foundational element of an identity.

The designs shown are a few of the logos I have created over the years, representing various styles and industries.

IDENTITY & BRANDING PROPOSAL

ABOUT THE CLIENT: The Lani Kai Island Resort has been a destination location in the Fort Meyers area for locals and vacationers since 1978. The resort if made up of two hotels, multiple restaurants and bars, and an entertainment venue.

PROJECT: Although Lani Kai is an established destination spot, the resort and its brand are stale, with an unpolished, outdated identity. I developed a comprehensive proposal that included new identities, uniforms, and cosmetic updates for all of their properties that would elevate the overall quality and feel of the resort and provide an improved guest experience.

SHOWN:
• Logo System
• Club Ohana Logo - Entertainment Venu
• Sun Deck Logo - Rooftop Bar & Grill
• Pages from Identity & Branding Proposal
• Cap with Logo
• Caps with Alternate Logos

View Proposal (PDF)

CONTRIBUTIONS:  Branding Strategy, Visual Identity Development, Design

SHOWN:
• Delta SkyMiles Mailer
• Cacique Luxury Residences Ads
• Valet Vault Ad
• The Bristol Luxury Condominiums Ads
• Bassett Healthcare Network Ad
• Bassett Healthcare Network Recruiting Ads

BRANDING & RENOVATION PROJECT

ABOUT THE CLIENT: DME (Direct Mail Express) is a holding company that owns several businesses, including a sports academy, most of which are located within the DME office complex in Daytona Beach, Florida.

PROJECT: With the new DME Sports Academy expected to bring a substantial increase in visitors and media attention to the DME complex, a proposal was requested to develop a brand identity for the sports academy and to improve the visual appeal of the four buildings and the grounds that make up the complex. The challenge was to present a solution for the entire project, from design to execution, that did not exceed the $350K budget.

SHOWN:
• DME Sports Academy Logo
• DME Sports Academy Exterior Renovations
• DME Sports Academy Interior Paint Scheme
• Front Entrance Monument Sign
• Directory Sign
• Building Paint Schemes
• Building Entrance Canopy
• The Oasis Building Signage
• Exterior Ground Signage
• Branded Staff Shirt

View Proposal (PDF)

CONTRIBUTIONS:  Concept Development, Identity Design, Signage System, Paint Scheme Design, Landscape Design, Project Management, Simulation Renderings

MARKETING & PROMOTION MATERIALS

ABOUT THE CLIENT: The birthplace of the American vacation, Homestead Preserve is a historic resort and luxury community located in the Allegheny Mountain Range of Virginia.

PROJECT: Develop print, displays, and website assets to showcase the history, beauty, and lifestyle of the Homestead Preserve's resort and community and generate home and property sales.

SHOWN:
• Marketing Package for Homestead Preserve
• Marketing Package for Old Camp Meadow
• Banners
• Logo for Southern Accents Showhouse

RECOGNITION: Gold Addy

CONTRIBUTIONS:  Creative Direction, Design

CONTRACTED BY:  Hill Mullikin