Graphic Designer

Fueled by passion for graphic design and pushing the boundaries of my creative abilities. Below, you'll find a curated selection of work that reflects the journey of inspiration and growth I've experienced throughout my career.

Experiential Design - VP Converge

Varco Pruden hosts a builder meeting every other year, and leading up to the 2024 gathering; our team embarked on a mission to cultivate an environment where builders could seamlessly immerse themselves in products, ideas, and connections, free from the constraints of a singular theme, which had been done in years past. In response, I proposed a fresh direction: transforming our builder meeting into a user conference. After numerous brainstorming sessions, we settled on VP Converge as the conference's new identity. Collaborating with an external agency, I spearheaded the creative direction and production of various experiential design elements throughout the conference.

Varco Pruden - Brand Design Guide

I designed a style guide using Adobe InDesign, specifically tailored for Varco Pruden. I structured documents to define typography styles, incorporate logo requirements, establish color palettes, and outline usage guidelines unique to Varco Pruden's brand identity.  From selecting font choices and paragraph styles to specifying logo placement and color variations, the style guide provided a comprehensive framework for cohesive branding and design execution specific to Varco Pruden. Click here to view the Varco Pruden Design Guide. 

Varco Pruden - Conference Booths

Strategically conceptualized and designed a series of booths for Varco Pruden's bi-annual builder meeting using Adobe Illustrator CC, ensuring alignment with our brand message and overall vision.

Butler Manufacturing - Brochure

Led a literature overhaul with Butler Mfg, addressing over 40 pieces for updates, including the product brochure. Utilized existing copy and images to design the new brochure, integrating the brand's new design theme. Click here to view the brochure.

Butler - NEXT25 Save the Date Postcard

In anticipation of Butler's annual NEXT Builder Meeting, the marketing team and I collaborated to design a standout 'Save the Date' postcard for attendees. By rotating the layout to a portrait orientation, I aimed to enhance its visibility among other mail. This marks the second year of implementing this unique design direction, which significantly increased registration and attendance for Butler NEXT24 Builder Meeting compared to the previous year. It's a testament to the strategic efforts of the marketing team and my strategic marketing design contributions.

Outdoor Colors - Brochure and Pull-up Banner

Tasked with revitalizing the Outdoor Colors promotional materials for upcoming tradeshows, a visually compelling tri-fold brochure and striking pull-up banner were designed using Adobe Illustrator CC, perfectly aligned with our brand message.

Parker Bows - Magazine Ads for National Publications

At Parker Bows, I led the annual advertising strategy, overseeing budget, scheduling, and creative execution of product-focused campaigns. Our advertisements gained significant industry traction, often setting trends and inspiring others. Esteemed Outdoor Magazines such as Deer and Deer Hunting, Bowhunting World, and Game & Fish prominently featured these ads, underscoring our brand's recognition and impactful presence within the outdoor enthusiast community.

Parker Bows - 2018 Catalog

Leveraging my expertise in InDesign, I designed an annual product catalog for Parker Bows showcasing new products, specifications, and comprehensive product information. Click here to view the 2018 Parker catalog.

Parker Bows - Rewards Program Mailer

Parker introduced the Parker Rewards Program as a sales incentive for associates who successfully sold Parker bows. Each year, I orchestrated the production of a compelling direct mail piece in InDesign, distributed to Parker dealers nationwide, urging them to enroll in the program. Through my leadership, the rewards program saw significant success, resulting in a 4% year-over-year increase in both crossbow and compound bow sales through our dealers during its first year.

Parker Bows - Broadhead Package

In my role at Parker Bows, I took a hands-on approach to ensure our RED HOT brand of Crossbow Accessories, specifically crossbow broadheads, had exceptional shelf appeal. I conducted extensive research at local retail stores, carefully studying consumer behavior and competitor positioning to inform our branding strategy. Leveraging these insights, I played a pivotal role in designing the clam-pack packaging with an outside vendor and header card using Illustrator. This coupled with a complete RED HOT package redesign led to an increase in accessory sales of 3% year-over-year from 2017 to 2018.

Parker Bows - Arrow Packaging

In the effort to enhance the shelf presence of Parker's RED HOT Arrows, I led the creation of a completely redesigned packaging. Staying true to the established RED HOT theme featuring carbon black, I introduced flame accents to elevate its visibility within the competitive arrow market. Notably, the triangular die-cut design, which unveils the arrows inside the package, marked a pioneering approach in crossbow arrow packaging, subsequently copied by competitors. This innovative design provided a unique opportunity to showcase a newly patented arrow nock, effectively drawing attention to this distinctive feature on the physical arrow. I designed this package using Illustrator, ensuring it met our branding and marketing objectives.

Parker Bows - RED HOT Logo

Using Illustrator, I designed a new RED HOT Crossbow Accessories logo to elevate the brand's image of being the leader in crossbow accessories. This coupled with a package redesign led to an increase in accessory sales of 3% year-over-year from 2017 to 2018.

Parker Bows - Limb Label Design

Each year Parker developed new compound bows and crossbows for the hunting industry. With that came the need to design new logos for the products. Each bow and crossbow received a limb label to enhance its overall design.