Mint Marketing - Visual Identity System

Working to create a brand identity for Mint Marketing in Albuquerque, New Mexico, I designed a modular identity system. Meaning that each part, the icon, type treatment, and tagline may be arranged in different combinations to distinguish the brand.

As time passes, brands may use less and less to visually communicate to their audience as it grows and learns. This strategy helps keep cost lower for the client while allowing me as the designer to produce, and think about the entire business life cycle. Plus, it allows the brand to continue visual consistency throughout, when applying the logos.

Here are six ways these branding elements are arranged to create a new visual identity for Mint Marketing.

Mint Marketing - Identity Designs

I was recently hired to design an identity for a new marketing firm in Albuquerque, New Mexico called Mint Marketing.

Immediately, we spoke about the naming and its use in the market place. We also spoke about the competition or other people using Mint in their name. This led to research that showed most designs included a mint leaf with their mint name. So, this became my starting point, to design without using a mint leaf.

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The challenge became to visually communicate the strength and trustworthy nature of this agile new company in a clean and simple way. As part of Mint's marketing strategy they want a strong letter "M" in the identity and an icon that can be used on it's own. Plus, the tag line "connect, create, cultivate" to explain the mission of the company.

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I used symbols of connection, light, bar charts, and line graphs to inspire the first round of designs. I always present these initial designs in black and white, as they need to work this way in branding at the most minimal visual points.

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You're looking at the first round of identities that I presented this week. It includes four options, designed to be modular. Each option is a system that the client can add and subtract elements as needed. 

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Son of Scorpio - Shoot and Sensibility

Giving it all I've got, making a reality of this brand. This weekend was very productive as I shot, and styled the first photoshoot with Matt Merino for Son of Scorpio. Grateful to have talented, and supportive people around. Thanks again, Matt & Derek! 

I am working to launch an online shop, and need to show off the products in a lookbook sort of way. To me, this brand is just as much about the connection in visuals, as the people wearing it on the street.

Here are a couple of shots and outtakes. Shop soon at sonofscorpio.com. Follow on instagram at @sonofscorpio_co

Son of Scorpio - Sportsman Snapback

Had a great time designing this 3 color, woven patch for my Son of Scorpio brand. Here's a look at the sportsman snapback. My favorite light weight, mesh back, black hat. 

Son of Scorpio - First Look

I've been working overtime making a new brand called, Son of Scorpio. Here's a look at some of the first designs. There will be an online shop at sonofscorpio.com soon.

I can't wait to continue designing and leading this brand. I see it as a creative vehicle, an outlet for my fashion and design passions. I'm designing sensible supplies, for people with style. It's from my heart. Follow on instagram @sonofscorpio_co

Pattern Designs

Recently, I've been working on seamless pattern designs and layouts for Son of Scorpio. 

Son of Scorpio™

This is daunting and exciting. I've decided to launch my own trademark called Son of Scorpio. This artist owned brand will be one to supply dry goods and sensibilities to those who resonate with them. Here are some graphics I've been working on. 

Within Without

A new illustration, inspired by "Within You Without You".

How Logos Became the Most Important Quarter-Inch in Business

"People are literally, physically interacting with those symbols in a way that they never did.”
-Michael Bierut

“Good appearance was a salable commodity.” 
-Raymond Loewy

“It’s not the mark, It’s the marketing.”
-Debbie Millman

"Applying interaction-design thinking to identity design results in logos that can be 'highly logical, very stripped down'."
-David Turner

"And in what may be the most surprising development in modern identity design, we’re increasingly learning how to do it ourselves—using the tenets of branding that have been established in professional circles, to create symbols for movements." 
-Debbie Millman

FULL ARTICLE

Illustration by 123 Klan for Fortune

Art Directors Club of Denver: The Review

I believe in giving back. So, when I was invited to be a reviewer of student portfolios, I took the opportunity. It's a great way to see what students are working on and meet other designers in town.

The Review is an annual event put on by Art Directors Club of Denver and AIGA Colorado. It was fun to see the work and pass on what I've been taught throughout the years. 

The Pixel Painter-Documentary

Inspiring, short documentary about a retired, graphic artist. He has macular degeneration, and now paints using a computer with pixels large enough to see. 

YogaZo Branding →

Here are the results of the branding process with YogaZo, a growing brand that offers pop-up, yoga classes and an inclusive community.

The icon is designed combining the letters, Y and Z to represent a person moving through yoga poses. 

It appears in a circle because it's appealing to the eye, and it draws attention to the high contrast trademark. The circle represents the wholeness that yoga and community bring, the foundation of a YogaZo experience.

For each location there is a trademark. We wanted a mark for apparel design and promotional purposes. 

The next steps in the branding process will involve color, pattern and defining a style guide. 

Where There's Smoke There's Fire

A new drawing

Design for Obama Re-Launched →

Creative Action Network has re-lanched the Design for Obama campaign to say #thanksobama. My published, Barack 'n' Roll poster is now available, for the second and final time.

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And here's the Taschen book it was published in, Design for Obama - Posters for Change: A Grassroots Anthology.  

Design for Obama by Steven Heller (author), Aaron Perry-Zucker (editor), Spike Lee (editor)

T-shirt Graphic →

This is a test of some new shirts I'm trying out with some of the Son of Scorpio graphics. With a new brand on my mind, this is how it starts.

Son of Scorpio →

I've been working to define an illustration style based on a process. I have settled, for now, after a lot of experimenting. I've tried just pencil and paper, paint, ink and collage to define a style. I found a combination of paper and ink plus the computer is a fun place to work because it's limitless. I can start out with a blank page and draw the image. Then, take it to the computer and manipulate it further as vector shapes. I like the vintage look of something having aged and been printed a long time ago when inks bled to make curved edges, nothing is exact. I am inspired and learned a lot from the work of Simon Walker, LAND and Mike Giant. Son of Scorpio is the name of my new set of drawings.

Vote Our Planet →

For the past few years I've been asked to contribute to Creative Action Network's campaigns. They are a talented group of people who show and sell my work across the country. The latest campaign I made a design for is called "Vote our Planet". I took the opportunity to practice telling a story in one image. I had fun making these cartoon like illustrations. Here's my contribution.

Orlando is Love →

The other morning I woke to find a direct message on my Instagram account from a designer I really respect in New York City. It was Rafael from Alfalfa Studio. He asked me to contribute a design to his activism effort #orlandoislove. I chose to illustrate a portrait of Darryl "DJ" Roman Burt II, who lost his life June 12, 2016. It's sickening to think about the night that unfolded in Orlando. Spread love, not fear and hate. Here's my small contribution.