Branding.
Branding is more than a logo—it’s how a company shows up in the world. I build systems that are strategic, flexible, and built to last. Every decision is rooted in clarity and consistency. The goal is to create brands people recognize and trust. And that teams can actually use.
texas tech university’s (true) program.
Transformative Undergraduate Experiences (TrUE), Texas Tech University
Logo mark, brand identity, sister logo system, iconography, and campaign hashtag creative
Designing within an established brand requires a careful balance—creating something distinct while staying true to the parent identity. For TrUE, I developed a cohesive visual system that stands apart while still honoring the Texas Tech brand.
At the center of the identity is a “red dot concept”—a simple but intentional design element that acts as a unifying thread across all media. Integrated into the primary logo, supporting marks, iconography, and campaign extensions, the red dot creates instant recognition and consistency, helping TrUE stand out in a crowded university landscape while remaining unmistakably part of the larger brand ecosystem.
civic lubbock.
Civic Lubbock, Inc.
Logo design, brand identity, and web-design collaboration
Civic Lubbock, Inc.—a historic arts, culture, and entertainment organization—was ready for a long-overdue brand refresh. With significant legacy tied to their existing identity, the redesign required a thoughtful, strategic approach.
I led the rebrand from concept to approval, presenting directly to the board and securing buy-in on a bold new direction. The identity centers on a dynamic exclamation-point lettermark, designed as a flexible system that can adapt across events and initiatives through interchangeable colors, imagery, and graphic treatments. In addition to the logo mark, I developed the tagline typography and color palette, and collaborated with developer Eric Carroll to ensure a cohesive translation of the brand into the web experience.
cade gregg creative.
Cade Gregg Creative Co.
Logo design, brand identity, typography, and collateral
I developed a complete brand system for Cade Gregg Creative Co., a multidisciplinary creative specializing in audio production, video, and commercial music. The goal was to create an identity that visually reflects his expertise in sound while maintaining a polished, versatile aesthetic.
The logo centers on a custom lettermark, transforming the initials “C” and “G” into an abstract ear—subtly reinforcing his focus on audio. From there, I built out a cohesive visual system including a refined color palette, custom typography, business cards, and social media assets. The result is a distinctive, scalable brand that feels both personal and professional, supported by photography from Taylor Wallace.
selenbio.
Selenbio, Inc.
Brand identity, logo system, product branding, packaging design, social media, headline writing. and campaign execution
This award-winning logo evolved into a long-term client partnership and a fully realized brand ecosystem. In collaboration with DesignEnvy, I developed the core identity for Selenbio, a biotech company built around its patented antimicrobial selenium technology, Seldox.
At the center of the brand is a distinctive “S” lettermark, designed to feel both scientific and iconic. From there, I expanded the identity into a scalable brand system supporting multiple product lines and sub-brands, including Selenbio Dental and Selenbio Veterinary—each with its own color designation (teal for dental, sunflower yellow for veterinary) while maintaining overall brand cohesion.
I led branding efforts across Selenbio’s product suite, including GingiShield and DenteShield, creating consistent, type-driven identities that reinforce the parent brand. Beyond identity work, I directed a crowdfunding campaign that raised over $100K, launched and designed their social media presence, and developed marketing assets aligned with best practices.
My scope also included packaging design, working within FDA and regulatory requirements, as well as building out a comprehensive visual library of brand assets.
every story counseling.
Agency credit: DesignEnvy