Branding development for Budweiser's outdoor beer garden and restaurant on the Las Vegas strip. Logo development, hand drawn type, illustration, identity.
Group Design Director: Kurt Snider
Executive Design Director: Stephen Averitt

Branding development for 10,000 Santa Monica Blvd., a luxury, a high rise apartment tower in Los Angeles. Client approached my agency to develop a unique identity as well as a name. "Totem" was one concept developed. Modern, flowing, geometric typographic execution.

Hand crafted type and illustration for visual identity for restaurant. Needed to depict “farm to table” so concept literally shows the farm on a table in a whimsical composition. Hand drawn, organic, itchy line work. Super fun.

Logo development, branding and campaign design language for JBL Audios Dare to Listen Campaign.

We were tasked with positioning Goodwill into a fashion space with a digital campaign targeted at younger shoppers via social and traditional media. The goal was to increase retail traffic. The campaign celebrated the ever changing racks at Goodwill focusing on them as a fashion brand akin to any other design house. We decided to tackle it with a traditional fashion aesthetic and recreated moments in nature with actual goodwill items. The visceral and colorful campaign was warmly greeted with an increase in retail sales and foot traffic at targeted locations.

Silver, Graphis 2018

Shortlisted, Communication Arts Ad Annual

Borgata Hotel and Casino needed a fresh brand for their new bakery. We developed a contemporary logo in a fun containment device that would become an element in packaging design as well as signage, print, social, and ads. Branding. Design. Illustration.

Nutritionally conscious consumers who drink Simply value healthy lifestyle choices. They seek out best-in-class, naturally sourced, ingredients. An attitude and an approach we call THE “Grove State of Mind.” I developed campaign visuals depicting a peaceful, ”zen like” orange juice world in vignette composites as a visual expression of health, well being and the relaxation one acquires from making healthy choices when in “the grove state of mind.” In the process we also animated these scenes into visually appealing assets for social and even developed a custom script typefaces derivative of the Simply brand.

Here you will find a sampling of design, instagram feed fodder, some illustration and other projects I created just for the simple joy of doing them. 

Goodwill’s always been more than a store.

Since the 1930s, they’ve been supporting central and southern Indiana by providing jobs, education and economic benefits. But most people just know Goodwill for their retail stores and donation centers. With big changes in shopping during 2020, they wanted to highlight how their other initiatives all come together to serve the community.

So we built a campaign to highlight everything they do, from helping adults finish high school to supporting new moms and their families—and, of course, finding new life for old clothing, furniture and more. So now everyone knows: Goodwill does all kinds of good things. After all, it’s right there in their name.

If you’re a designer—even an amateur just starting out with sewing machine and a few ideas—then Goodwill can be the best place to look for “raw materials:” take the seams out, cut the buttons off, hem it, line it, bring in the waist. There’s a thousand possibilities the minute you walk in the store. But young women, our main target for this concept, were difficult to reach with traditional advertising (and not as inclined to shop Goodwill as their moms). So Y&L took an editorial approach.

Partnering with PATTERN magazine, we sent six up-and-coming professional designers to Goodwill to find something, anything, then transform it into something beautiful. Some painted; one designer converted men’s wear to women’s. Another was inspired by the style of the court of Marie Antoinette. Recognizing that these designers had essentially created artworks, we involved a curator of the textiles collection at Newfields, who immediately saw connections to pieces from their collection. All of this made for excellent social and editorial content—and PATTERN let Y&L write and design a feature story on the project, to run in their Fall “Art”-themed issue.

Worked with Pepcid AC team at Doner to create a new visual treatment for “Works Fast and Lasts.” I created this scene featuring an exploding Pepcid AC bottle and bold, definitive type treatment.

Think tennis meets ping pong, and you’ve got pickleball. It’s highly addictive—play once, and you’re hooked. Which is why it’s now the fastest growing sport in the world, one with competitive athletes of all ages. As the game gets younger, the leading paddle brand, Paddletek, needed to evolve to reach a new generation. So Y&L reshaped the brand with a fierce, athletic edge. New logo, new paddle designs, new website, the works.

We channeled that addictive feeling with our tagline: “Let’s Go Again.” It became a rallying cry to keep swinging, keep playing and keep getting better. Since the highest ranked pros play with Paddletek, we put them front and center in the launch campaign. And we drove home the message that the best players in the world trust Paddletek to take their game to the next level.

Plantinum Winner, Graphis. Design Annual 2021, Print + Product Design

Boyd Gaming (the parent company) was looking to rebrand, recreate and redefine several of it's dining houses at properties across the US. This concept, for Delta Downs racetrack, featured a saddled giraffe as fun spin on it's storied history as a racetrack in the south. 
Illustration. Logo Development. Typography.
Initial Concept: Jessie Schillinger
Illustration, Type & Logo: Daniel Vuyovich
Layouts & Design: Alexandra Smith
Design Director: Steven Averitt

Various ad concepts and campaigns for a handful of clients including Marco Printing, 10,000 Santa Monica Boulevard (luxury high rise residences in Santa Monica), Mountainside (luxury homes based in Tahoe area), and Caroline Bay Bermuda (luxury resort destination). Work represents design, art direction (all illustrations), concepting and copy.

At SK+G we had the opportunity to participate in a reality T.V show based on advertising agencies pitching to clients. Our firm was chosen to participate and competed with another agency on the east coast for the Waste Management account. I created custom illustrations and designed these print ads and outdoor boards which were featured on the show and were ultimately shown to the client. All work seen I created from scratch. It was a crazy and unexpected experience everyone enjoyed.

Identity development for Baha Mar Resort, Nassau Bahamas. Several businesses and restaurants required branding development from scratch across the resort's campus. This property, a cigar bar inspired and named after Winston Churchill, needed a strong and powerful visual identity to celebrate the man and position the brand.

My advertising agency, Young & Laramore in Indianapolis, IN needed a poster for internal swag and t-shirt art. This quote, by the late Clemens Vonnegut (Not to be confused with his grandson Kurt) is the mantra of our shop. Hand drawn and digitized type.

Silver Winner Graphis 2018

Luxury retailer Gorsuch, based in Colorado and Utah approached our agency for a new brand and identity system for their online and retail operations. Client had a rich, storied history so we used that to craft a narrative that celebrated both their family legacy and the quality of the luxury goods they sell.

Logo development for Arpino, an elegant italian restaurant at Baha Mar Resort, Nassau Bahamas. Several businesses and restaurants required branding development from scratch across the resort's campus. This logo was styled to mimic the unique architecture of the city itself.

a satirical project that required a line of characters as a parody of faux environmentalism (i.e. Consume more to save the planet). Stylized cute Japanese line work and iconography were used to push the concept. Initial character development via sketching led to conceptualizing each "veggie pet" personality. After this stage, careful placement and proper pairings dictated typography and packaging design. Art direction sought continuity within a set that would be marketed to an aesthetically conscious and more academic crowd.

Boyd Gaming was looking to rebrand, recreate and redefine many of it's dining houses. I was tasked with creating the original typography, logo and brand visuals for Rosewood Grill & Tavern. This concept was rooted in early 20th and mid to late 19th century apothecary, drawing on primitive American scripts and typography.  Illustration. Branding. Design. Ads.
Executive Design Director: Stephen Averitt

This client tasked us with creating a visual system that would be unique to it's founder and his legacy. I created a system called the "DNA legacy Concept." The idea was to create a unique visual language that would be inspired from the DNA of the company's founder and could be used as a branding vehicle. We created a "code" made of unique visual symbols which represented each letter in the alphabet. We then used this code to spell out the names of the parent company and the sub companies. What resulted was a fascinating, dynamic and original visual identity system completely unique to the Menon family of companies.

Executive Creative Director: Marc Lineveldt
Executive Design Director: Stephen Averitt

Maryland Live Casino needed a logo and an in depth branding study for their new, east coast style deli, Morty's. Illustration, hand done typography, design.

Vibrant, urban-based street inspired illustration to accompany the article Organic Aesthetic. Flowing experimental type and layout. Traditional illustration rendered in graphite and digitally colorized. 6 page layout

Boyd Gaming was looking to rebrand, recreate and redefine many of it's dining houses. We focussed on a central character for this branding execution assignment. Early 20th century illustration style was employed with a more modern approach to type. Branding. Illustration. Logo development. Typography.
Executive Design Director: Stephen Averitt

Here's some creative stuff. Inspiration, sketches and doodles. Nice to get organic sometimes.

Georgetown University's GOLD program (Georgetown Oppurtunities for leadership Development) sought to establish itself on campus with a definitive and approachable brand. It was an effort to bring awareness to the student body of it's presence and promote itself. Gold needed a strong visual identity that would speak to the established visuals of it's parent brand while creating a unique visual presence. Illustration, design and iconography.

Andre Agassi and his trainer Gil Reyes developed an elite line of hand crafted and custom engineered exercise equipment. The product line needed a strong visual identity to establish the brand for launch. Logo development. Branding. Typography.
Executive Design Director: Stephen Averitt

Galaxy Macau sought to brand a new bar and dining venue. We were tasked with developing a mark that would be culturally sensitive and elegant. Logo. Illustration. Branding. 

This was a  strange and wonderful assignment. A Los Angeles based restauranteur was  creating a Mexican/Japanese fusion concept. It needed a brand that represented this unique cultural crossroads. We dove right in fusing elements and styles from both places to create a whimsical and fun logo design. Illustration. Logo design. Branding. 
Executive Design Director: Stephen Averitt

Assignment was to create a visual identity system for the Mother Lode Martin Luther King Junior Committee, a non-profit organization focused on promoting diversity. Creative was inspired by historical stock of Dr. King and had to capture the power of his oratory. Color scheme is based inspired by human flesh tones. The use of minimal and bold slab sans serifs was to be a reflection of the bold quality of his voice. Brand development, stationary system, posters, event programs, bookmark, stage displays and informational fliers.

Probably my first love as a designer, logos are the brand's "DNA." Developing an identity for a client is a challenging and wonderful experience. All logos, sketches, illustrations and final executions featured here are my own work from the ground up.

Playboy sought a new brand and visual identity for a lounge they were opening on the Las Vegas strip. The Club named 53 (the year the magazine was founded) need a classic, elegant crafted visual to position itself as gentleman's club and elegant boutique dining house on the strip.

Created custom content for Louisville Slugger social feeds.

The Indianapolis Film Festival asked for a poster design depicting the classic Misery with a modern approach. Art Direction illuminated disturbing themes of the film with pop-surrealist approach to the design ad illustration style.