The Forage and Roam Approach
The following is an exploration into several Forage & Roam projects and dives into my design thinking/creative direction and approach to problem solving.
Creating Brand Experiences
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Campaign & Product Launches
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Custom Illustrations
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Murals & Sign Painting
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Creating Brand Experiences ✳︎ Campaign & Product Launches ✳︎ Custom Illustrations ✳︎ Murals & Sign Painting ✳︎
The Design Process
Discovery
Once a potential client inquires, I book time to chat with them about their business, goals, and what is and is not currently working.
I think the most important thing here is to ask the right questions and learn about needs they may not know how to articulate.
In this call my priority is to learn what problem they’re trying to solve, what design style they have envisioned, and what they would consider a successful outcome.
Design Direction
Based on the discovery call and input, I research creative direction and gather design inspiration that aligns with their brand and the voice of the project.
Then I jump into brainstorming creative solutions, executing the design direction, and creating a project that solves problems and allows my client to feel an increased level of pride and ownership over their business and brand.
Delivery
Once the final design suite is approved I provide appropriate files, assist with technical support for production/installation when needed, and support the project’s launch.
I don’t just deliver a pretty design—I provide a solution they can trust, backed by years of experience and attention to detail.
See project examples below
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Design Thinking
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Project Overviews
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Creative Direction
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See project examples below ✳︎ Design Thinking ✳︎ Project Overviews ✳︎ Creative Direction ✳︎
Gameday Memories Substance Campaign
Branding • Campaign • Production • Assessment • Copy Writing
Main Goal
Find a way to create an enticing campaign that encourages healthier drinking behaviors among Wake Forest students while increasing awareness of available resources.
Things to Consider
I started by working closely with qualified substance abuse therapists to ensure the content and direction for this campaign would follow data-driven language and do more good than harm.
This project was funded through a NCAA grant and in collaboration with Wake Forest Football, so I also needed to ensure that giveaways, marketing, and overall design direction did not conflict with established brands and were mindful of grant stipulations and stadium policies.
The Direction
Based on research and feedback from substance experts and Athletics, I decided to create the campaign visually around a throw-back collegiate meets Scouts aesthetic. This included things like badge designs, script fonts, dimensional type, pennant designs etc. Language was tongue in cheek, honest, and accountability forward. I was mindful to not try to make a campaign around such a serious topic too “cool”, but I also didn’t want to have it fade into the constant noise of a college campus.
Madberet Branding
Branding • Package Design • Production • Patterns
Main Goal
Make a solopreneur’s jewelry start-up feel like a dependable, luxury brand.
The approach
When starting with a new client I begin by spending a decent amount of time learning the goals and expectations my client has for their brand and this specific project. This allows me to avoid time intensive mistakes later.
During the discovery phase I ask questions such as:
How do you want people to feel when they interact with your brand?
What are all the touchpoints customers have with your brand? (Web, social, packaging etc.)
What brands in your industry do you admire, and why?
Which brands do you dislike, and why?
The Direction
This project was comprehensive and included a logo, brand guidelines, comprehensive packaging collection, educational line work, print and digital assets, pattern collections, jewelry launches, and more.
The design direction was guided by the founder’s admiration for luxury brands, such as Burberry, which boast bold, confident, linking patterns that define the products and make them instantly recognizable. As Madberet has grown, the strong design foundational I built has allowed the brand to evolve and scale without loosing a strong sense of self.
NCMNS Membership Installation
Illustration • Large-Scale Installation
Main Goal
Create a collection of three installations that bring awareness to the discoveries and conservation efforts of the NCMNS, and highlight how community memberships can support this work.
The Approach
In the initial discovery meeting with the design team, we had detailed conversations around what the goals for these installations where, what colors were already in play for newly launched merch, and what other displays were being designed in-house. It was important to me that these installations felt like an extension of the design work already present in this space.
The Direction
I was hired for this project based on my bold, bright illustration style and the hand drawn nature of my work. It was also important to the NCMNS team that photographs of the animals were included over illustrations. I executed this direction by allowing my standard illustration style be front and center, by incorporating imperfect shapes, vector textures, and interesting visual details that allowed my natural “by hand” style to be applied to such a large-scale project.