Penn Medicine Abramson Cancer Center Annual Report Concept
The theme of the Abramson Cancer Center’s 2013 Annual Report was “Why?”. Cancer is seen as a debilitating disease, but with a bit of hope and the support and advanced care of Penn Medicine, a cure is possible: The cure is within. I based this design approach on the fundamental emotions of happiness and joy. Complimenting soft hues with bold pops of color, humanistic type, focused white space, and heart-warming photography, the overarching goal was to provide hope and inspiration for both current and future patients, donors, and employees of the Abramson Cancer Center.
Penn Medicine Heart & Vascular Clinical Activity Report - 2013
2013 Concept for the award-winning 60-page annual report distributed world-wide to over 55,000 health care CEOs, managers and chiefs of surgery to advertise Penn Medicine’s Heart & Vascular Surgery Outcomes.
The theme of this year’s book is not just one word as in the past, but a tri-part mission: Pioneering the future of medicine through innovation, individualized care and instruction.
The concept and graphic style from the book is drawn from the simplicity of the triangle as a shape to convey the tri-part mission. Clean visuals, pitting black and white photography against pops of bright color mesh the sophistication of a renowned academic medical center with the innovation of a cutting edge treatments and therapies.
In many ways this design also pulls inspiration from the digital world and is meant to be digitally integrated. When complete, this book will be accompanied by a robust online media and digital assets of video, flash animation and interactive graphs.
Graphically, there are small digital references: when the triangle is tilted on its side, it represents a play button. The intro spread (dark blue flood) about innovation references digital infographics and the facts seems to hang suspended in space. The interior layout, laden with text, graphs and images, is surrounded by as much white space as possible and relies heavily on only a grid and thin gray lines to separate information.
In addition to the printed piece, this book is accompanied by a robust online media and digital assets of video, flash animation and interactive graphs.
Posters and handouts to advertise Drexel University’s Department of Music special event performances
Production Notes: Designs were resized and printed as 4.25”x5.5” handouts, 8.5”x11” flyers and 11”x17” posters.
Kinerja corporate collateral and branding system
I designed a comprehensive branding system for Kinerja, an international $62 million USAID initiative that partners with the Government of Indonesia to improve the delivery of public services by Indonesian local governments. The word kinerja is derived from the Indonesian word for performance and the arrows are a universally recognizable symbol for moving forward.
The goal was to create clear, authoritative branding that directly correlates with USAID guidelines and could remain strong on its own, as well as appearing as a unit with USAID.
These materials endured a rigorous approval process and were reviewed by multiple international program directors. To minimize conflicting opinions, manage director egos, and expedite the approval process, I reverted to simple creative which could be realistically and consistently applied to additional governmental non-profit programs.
Production Notes: Each piece of collateral was built as a bilingual, editable PDF template in order to stay within budget constraints.
Invitation Set & Program for a Reception at the Donny Deutsch Residence in NYC to Benefit Rare Disease Research
Drawing inspiration from the museum white interior of Donny Deutsch’s residence in NYC, I incorporated transparency to reflect the playful glass, concrete and other light surfaces, and complemented the crisp white backdrop with pops of color in a modern French-neoclassical style.
Production Notes: Accordion tri-fold invitation printed on 100 lb. Cougar Smooth Cover. RSVP Insert and envelope included.
Display Case Design for the Charles Dickens Exhibit at the Free Library of Philadelphia
I was hired by the award-winning architecture firm Metcalfe Architecture & Design to conceptualize, design, and oversee print production for the Charles Dickens exhibit in the display case corridor in the Central Branch of the Free Library of Philadelphia.
Working within a two-month deadline in conjunction with Paul Trapido Interpretive Design, I was tasked with the goal to create a series of designs utilizing original imagery and 3D objects from the Free Library Archives. Each of the 22 display cases revolved around one specific Dickens’ novel or time period.
Using historic typography, traditional type-setting methods and design elements inspired by publishing trends and cigarette cards from the 1800s, I established a bright, captivating color palette to contrast the historical elements with a friendly, modern vibe.
Each of the 22 display cases contained approximately 10 – 12 character and location cutouts, a key panel and paragraph panel. To outline the size and placement of each cutout image, I created elevations to scale for quick review and approval. Each image was printed onto foamcore and laser cut according to the cut lines I drew individually and provided to the print vendor.
After over 200 hours of work and four days of installation, the exhibit was on display from November, 2011 until May 2012.
Piatti di Gusto branding and packaging
I created Piatti di Gusto as a personal entrepreneurial experiment in 2011 to provide fun, delicious, and healthy meals to coworkers at Penn Medicine. After years of hearing coworkers exclaim “I wish I had your lunch today,” I decided to create a business plan and tap the market.
Bi-monthly, I create a meal that is available on a certain day for coworkers to preorder. I branded Piatti di Gusto from the ground up (identity, packaging, collateral), and created and maintain a rolling Tumblr blog (PiattidiGusto.tumblr.com) and now incorporate social media, mailing lists through MailChimp, and surveys through SurveyMonkey. It’s an exciting new process and with every meal I enhance my strategic business, marketing, and culinary skills.
Piatti di Gusto’s mission is to provide creative, healthy, seasonally-inspired lunches for busy folks. Each meal is created to sustain an individual throughout a hectic work day, while providing a boost of energy and happiness through tasty vitamin- and mineral-rich ingredients.