Effective logos summarize the purpose of organizations, products, people and more. Although a logo is not the only important element of a brand, it should serve as a foundation for a larger design system. My approach to logo design has always been based on relentless craft and intuitive storytelling—resulting in identities that remain compelling and iconic for years to come.

Here is a selection of logos I have designed throughout my career.

In 2013, Microsoft used its Skype technology to create a virtual "Hole in the World" between Melbourne and Whales to celebrate a series of matches between the Australian and UK rugby sides. Supporters from both countries could look into an eight-foot-wide “hole” and see fans on the other side of the globe in real-time, creating an opportunity for exchanges between the two groups.

As an exciting evolution, Microsoft wanted to update the concept for the Cannes Festival of Creativity. They asked us to re-imagine what a hole in the world would look like if it were connecting the creative class in Cannes with the rest of the globe. Our new solution was the Hole in the World Ambient Lounge.

The reimagined hole wasn't limited to one time zone, but gave creatives worldwide the opportunity to participate in the Festival of Creativity by “digging their own hole” via Skype. The new square design of the hole acted as a recognizable icon across all communications. Over five days we encouraged people from around the globe to interact and enjoy live bands, digital artists, parties and live painting.

In a sea of high-cost wireless carriers, Cricket made a name for themselves as a low-cost alternative. But as shoppers began to understand the full gamut of choice in the category, the landscape began to shift. “Cheap” was no longer enough to differentiate Cricket from the low-cost tier. They needed a make-over. Cricket challenged themselves to go beyond price by creating a better offering and challenged Interbrand to give them a new look to signal this change.

Our visual evolution created a strong but crisp new presence. The logo still emphasized the “k” but with the added element of a green stripe that could anchor the brand across illustrations, patterns and animations. Supplementary colors help to energize the visual palette beyond green. To anyone interacting with the brand, the reimagined Cricket clearly communicates simple, smart value.

During my time at Nike, we frequently created “visual centers” as brand guides and inspiration for key seasonal initiatives. This Nike Basketball visual center was by far the most ambitious. It arrived on desks as a limited-edition printed book over 100 pages long, including digital files of 3 bespoke typefaces, advertising concepts and final photography for products and premier athletes.

From its inception, King Power has aspired to deliver premium travel-related products to an international audience. Approaching their 25th anniversary, leadership seized the opportunity to strengthen their position as a premium, global retailer.

Our vision was to modernize the brand without losing sight of their Thai roots. The distinctive Star Crown symbolizes modern travel excellence while embracing the brand’s exclusive charter from the King of Thailand. The evolved King Power sees every traveler as royalty, embarking on an incredible journey.

As a compelling postscript, King Power’s refreshed branding would grace the jerseys of Leicester City in the 2015-2016 Premier League season. At the bottom of the League and facing relegation the previous year, everything changed for Leicester City in their new colors. Led by celebrated striker Jamie Vardy, the 5,000-1 outsiders inexplicably won the championship in what many called the most remarkable story in professional soccer history.

During my years as a design instructor, creativity coach and lecturer, I created these editorial illustrations to highlight specific topics and subjects in my lessons. These added fun, rich perspectives that kept my audiences involved. Created with a mix of physical painting and digital tools, these illustrations also helped teach my students the process of illustration and its role in graphic design.

Launched in 2013, Aio was AT&T's prepaid wireless phone service. The name was pronounced as a cheery "A-O." Bright color and expressive hand-drawn visuals encapsulated Aio’s brand promise of "simply, delightfully, more."

The brand was eventually sunset in the wake of an AT&T’s acquisition of Cricket Wireless, but Aio’s playful spirit inspired a reboot to the Cricket visual identity and had positive effects on other aspects of the AT&T brand.

In 2013, UPS approached Interbrand to envision the next evolution of their drop boxes. The new designs included a shape which echoed the UPS logo, refined finishes and a return to the signature UPS brown. But it soon became clear that, in order to meet the new expectations of consumers and to reach beyond the current state of parity within the shipping marketplace, a wider vision was needed.

Interbrand greatly expanded the brief to include a trend assessment and an exploration of many client-facing touchpoints. Including a refreshed brand system, retail, packaging and new brand experiences such as UPS Lockers. The refreshed retail prototype featured self-service kiosks, new digital interfaces and 24/7 shipping. These innovations encourage client participation in the brand while staying true to the rich history of UPS. The greater challenge is now clear in the minds of the company: Continue to transform the brand to win with tomorrow’s customers.

After more than 75 years of innovating filtration devices for the auto and manufacturing industries, Mann+Hummel was seeing erosion in the business due to regulations and restrictions on internal combustion engines. By 2030, Mann+Hummel expects the auto oil filtration market to be completely obsolete.

Partnering with Interbrand, Mann+Hummel created a new line of products and services to focus exclusively on indoor air filtration. The OurAir brand provides clean air solutions for indoor spaces that combine world-leading filtration expertise, engineering innovation and a deep commitment to the well-being of customers.

Interbrand developed strategy, verbal and visual systems that would seamlessly integrate OurAir with the current Mann+Hummel masterbrand and create distinctiveness in the crowded filtration market. In addition to the rebranding effort, a series of digital tools were created to help customers monitor and manage air quality in real time.

The Maldives is an archipelagic nation of some 1200 islands of which around 400 are inhabited. Providing telecoms services in the country owing to its geographical disparateness as well as its least developing country status had been fraught with challenges. Dhiraagu is the oldest and leading provider of telecommunications and digital services in the Maldives offering a comprehensive range of mobile, internet, data, fixed line and TV services.

For the first fifteen years of its existence, Dhiraagu was the sole provider of telecommunications in the Maldives. While the company’s introduction of technological innovations had been immense, its status as a state-owned monopoly had meant its brand was not particularly well received by the general public. In 2005, the mobile phone sector underwent reforms which saw the entrance of an internationally established brand as a second mobile services provider. While this competition had come with a carefully honed brand perfected abroad, Dhiraagu was often viewed as a legacy-service with monopolistic characteristics.

Going forward, the refreshed Dhiraagu brand is about one thing: empowering customers to “Take on tomorrow”. An evolution of the previous “hand print” created in 2005, the new logo is designed to work seamlessly across digital and non-traditional platforms. It integrates three distinct Maldivian symbols into a greater whole: the vibrant atolls, the warm Maldivian sun, and the recognisable Dhiraagu “d”. Alternate logotypes were developed in the native language, Dhivehi. The change of principal colour from red to orange creates differentiation and impact in a visually crowded marketplace. The graphic system is inspired by the rays of the Maldivian sun.

Response to the rebrand was overwhelming. Social media, members of the public and even the competition praised the new branding. The new brand was eye-catching- with the public associating it with ease when queried in subsequent surveys. In accordance with the new brand, Dhiraagu changed some of its practices, including focusing more on digital opportunities. Culture change programs, brand orientation programs and refresher sessions are regularly held to ensure that staff are fully aligned with the new brand.

In 2018, Dhiraagu’s brand transformation was included in the prestigious REBRAND 100 Global Awards. This is the first time a local brand was recognized at an international platform for brand transformation.

“This is one of the biggest honors a local company can have – to be recognized among top international brands”, stated Senior Manager of Brand and Marketing Communications, Mirshan Hassan. “It brings us immense joy that our customers accepted our brand transformation with open arms.”

The Macallan whisky has fostered a loyal following since it was founded in 1700. With stronger global distribution, retail partnerships and a new state of the art distillery, the brand had an opportunity to engage not only with existing whisky connoisseurs but also create a lasting impression on a new generation of consumers in Asia. 

The Macallan boutique concept brings to life the brand’s heritage with engaging storytelling and compelling experiences. It features a number of detailed design elements and interactive digital installations, taking travellers on a journey of discovery and exploration, giving them unique insight into the brand’s core ethos.

“The opening of The Macallan Boutique in Taiwan was a landmark event in the brand’s journey in travel retail, and we continue to invest in creating the ultimate The Macallan experience,” said Edrington Global Travel Retail Managing Director Igor Boyadjian. “It is already performing extremely well.”

Biznet Networks has been operating a state of the art fiber optic network and the largest data center in Indonesia since 2000, establishing the brand as a leading B2B fiber optic operator in the region. With new wifi and cable TV services launching for home consumers, they needed to update their image to resonate with a wider audience. Simply put, Biznet needed to transform into a world-class B2B and B2C brand.

Our solution was to create a unique, flexible visual system that represented the dynamic world of Biznet and its aspirations. To be understood by consumers in all segments, the icon and logotype are understated and easy to read. The visual system incorporates human elements such as approachable photography and illustrations of product benefits.

Since rebranding, Biznet has continued its exponential growth. The company is tirelessly dedicated to one long-term vision: An Indonesia where every individual and business is seamlessly connected to achieve their individual and collective potential.

Umpqua is an Oregon-based bank that focuses on people, not money. To that end, they partnered with HERENOW to create a neighborhood postcard campaign to promote their new locations and unique approach. Our ultimate solution was friendly and honest, incorporating an illustration style based on the iconic Umpqua logo. To spread the word at a grassroots level, distribution was state-wide via mail, branches and customized ice cream trucks.

These limited-edition posters were created and printed for a Nike company meeting.

Although known primarily for lingerie, Victoria's Secret also creates some of the most popular fragrances in the world. To expand customer interaction with their line of scents, brand leadership wanted to explore the use of new technology at the retail level. Our new digital solutions included an iPad app for sales associates and guests, interactive digital signage, and a dressing room experience which encouraged customers to explore fragrance when sampling other merchandise.

Double-sided promotional poster for Nike Cultural Insights & Innovation. This was a limited edition printed in 2002.