Selected Work
Strategy in action—the signal and the system
Embedded Files
Education Foundation of Downers Grove District 58
The Challenge: District 58 serves a diverse student body with high expectations, yet its Education Foundation—a volunteer-led non-profit—struggled with a fragmented identity that didn't reflect the caliber of its impact. The hurdle was to move beyond traditional “charity” aesthetics toward a professional brand that engages corporate donors and sophisticated community stakeholders.
The Signal: We began with a narrative audit, interviewing board members and educators to find the gap between their work and their image. We identified their “essential truth”: The Foundation is a catalyst, not just a collection of funds. Our methodology focused on the concept of The Multiplier Effect—the idea that a single grant creates ripples across a student’s entire academic journey.
The System: We architected a modular visual identity that is both institutional and energetic. The system includes a rigorous logo architecture, a vibrant color palette designed for high-visibility community presence, and a scalable digital framework that allows the Foundation to communicate its ROI with clarity and prestige.
ACGME/JGME
The Challenge: As the preeminent peer-reviewed journal for the Accreditation Council for Graduate Medical Education, Journal of Graduate Medical Education (JGME) faced the task of maintaining academic tradition while evolving for a digital-first global audience. The friction lay in the complexity of the information and data; the journal needed to be authoritative enough for the boardroom but accessible enough for the mobile researcher.
The Signal: Our approach centered on Information Architecture as Brand Strategy. We conducted a deep-dive into the cognitive load of the existing publication. The signal we uncovered was Precision as a Service. We realized that in a field of high-stakes medical data, the brand's primary duty is to protect the clarity of the evidence.
The System: We delivered a high-fidelity typographic system and a comprehensive publication design framework. This included a reimagined print layout designed for readability and a digital design language that ensures data-heavy charts and research remain the hero across all platforms, reinforcing the journal’s position as a definitive source of truth.
Al’s #1 Italian Beef
The Challenge: Al’s is more than a restaurant; it’s a 1938 Chicago institution. As the brand prepared for national expansion, the risk was "corporate dilution." The challenge was to build a scalable infrastructure that could live in a modern franchise environment without losing the "grit" of the original Taylor Street counter.
The Signal: We performed a Visual Archeology, researching decades of historical ephemera and neighborhood lore to distill the brand’s core DNA. The signal was The Heritage of the Hustle. Our methodology was to elevate the "unpolished" elements—the specific textures and directness of the street-food experience—into a premium, intentional brand language.
The System: We built a robust brand toolkit that serves as the "source of truth" for all locations. This included a modern, mobile-optimized web experience, a merchandise line that leans into Chicago heritage, and environmental brand guidelines that ensure every new storefront feels like an authentic evolution of the 1938 original.
Grove Express 5K
The Challenge: Born from the baton-pass of a beloved local tradition to a newly formed Race Committee, the Grove Express 5K needed to establish itself as a premier annual event in a crowded regional race calendar. The client required a brand that could generate immediate recognition with its legacy audience and sustain community momentum far beyond a single Thanksgiving morning event.
The Signal: We focused on Social Gravity. We analyzed the community’s “why” and established that the race was greater than competitive athletics, but also about Connection in Motion. We shifted the brand from a race logo to a community-rooted cultural movement by creating a visual system that emphasized the collective energy of its patrons and participants.
The System: We developed a programmatic design system that scales seamlessly from social media assets to large-format race-day environments. The output included high-impact apparel design, comprehensive digital marketing collateral, and digital environmental signage that annually transforms its local streets into a professional-grade athletic experience.
Takito
The Challenge: A Chicago-based restaurant group known for its contemporary, Latin-inspired soul needed to translate its vibrant, high-empathy dining experience to its beverage packaging. The hurdle was one of Sensory Translation: how to move from a high-touch, environmental experience at a restaurant table to a static, high-stakes moment on a bottle without losing the brand’s handcrafted essence.
The Signal: Rather than leaning into the overused tropes of Latin American design, by utilizing archetypal decoupling, we recognized that Takito is defined by modern vibrancy and culinary precision. The signal was Authenticity by Design—an approach that treats the packaging as an extension of the chef’s plating. We focused on the intersection of bold geometry and organic textures to mirror the balance of their cuisine.
The System: We delivered a high-fidelity packaging system that utilizes a modular labeling framework and tactile visual cues. The design commands attention while maintaining the sophisticated brand equity of the restaurant group. The resulting system allows the brand to scale across multiple product lines while keeping its premium, artisan-led identity intact.
Nancy’s Pizza
The Challenge: As the inventors of stuffed pizza, Nancy’s occupied a unique place in culinary history, but their visual presence had become inconsistent over decades of growth. To launch a new flagship location, they needed to reclaim their "Principled Authority" and differentiate themselves from a sea of generic competitors.
The Signal: We utilized Positioning via Provenance. By focusing on the "Essential Truth"—that they are the Original—we created a narrative of ownership. Our methodology was to frame the dining experience as a return to the source, using high-fidelity visual cues to signal a "premium heritage" experience.
The System: We executed a flagship brand campaign and an environmental design system that bridges the gap between a neighborhood pizzeria and a modern dining destination. The system includes environmental branding, digital storytelling assets, and a campaign language that asserts Nancy’s dominance as the inventor of the craft.
IRMA / Illinois Retail Merchants Association
The Challenge: IRMA represents a massive spectrum of stakeholders—from "Main Street" boutique shops to global retail giants. As the primary advocacy voice in the Illinois State Capitol, they faced a Duality Challenge: their identity needed to be neutral enough to command respect in legislative chambers, yet distinct enough to feel like a "shield" for their diverse membership. The existing brand lacked the visual gravity required for high-level policy influence.
The Signal: Our approach centered on Visual Synthesis. We conducted a strategic audit of the legislative landscape to identify the aesthetics of "Principled Authority" in the public sector. The signal we uncovered was The Unified Voice. Our methodology focused on creating a "Super-Graphic" identity—a design language that suggests both the stability of an institution and the forward-leaning energy of the retail sector.
The System: We architected a structural identity program designed for high-stakes deployment. This included a comprehensive visual toolkit for legislative policy briefs, digital advocacy platforms, and member-facing communications. The system ensures that whether IRMA is presenting research to a municipal council or launching a statewide digital campaign, the work is characterized by a sense of legitimacy, legacy, and undeniable authority.
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