The ask. The CCIA was formed to unite California's cannabis businesses behind one voice, lobbying at the state and local level and acting as a resource for lawmakers. The brand had to read as legitimate and institutional in a legislative room, inside an industry so new it had no visual conventions to borrow from.

What I did. Built the identity and the system that holds it together. The seal, a simplified starburst mark that survives at small sizes and on any background, a palette with enough range to flex across applications, and the print, stationery and interactive pieces that carry it.

What shipped. A brand the association has carried since, developed through a relationship that has continued across years of work.

The ask. AMC and Matador Production needed a brand and a full on-air graphics package for Geeking Out, a new series hosted by Kevin Smith and Greg Grunberg that looks at pop culture through the eyes of the superfan, from cult history to the newest games and superhero shows.

What I did. Built the show identity and the motion package around it. The logo and title open, the host name cards, and the lower thirds that carried the interview and red carpet segments.

What shipped. The package ran across the series on AMC, titling everyone from the hosts to guests like Idris Elba and Chris Pine.

The ask. Lifetime needed a complete on-air package for Project Runway: Fashion Startup, a spinoff that put designers in front of investors instead of on a runway. It had to sit inside the Project Runway franchise and still read as its own show.

What I did. All the graphics for the series. Title sequence and logo treatment, lower thirds, transitions and the rest of the on-air furniture. The whole system runs on one device, the New York skyline sliced and recolored, carried from the open through to the name bars, with a sewing needle standing in for the slash between Fashion and Startup.

What shipped. The package ran across the series from its premiere on Lifetime in October 2016.

The ask. Roc Nation needed design, animation and production across a run of large-scale sport and culture projects, at very different scales and for very different audiences.

What I did. Worked across that whole range. Core media for the Made in America festival, print, digital and Jumbotron promotion built for Yankee Stadium, and at the other end of it, a birthday invitation for Romelu Lukaku.

What shipped. Work that had to read on a stadium screen and in the hand on a single invitation, and still look like it came from the same place.

The ask. Momentum Worldwide brought me in on marketing materials for the Tribeca Film Festival, with the brochure as the centerpiece. It had to do three jobs at once: give distinct treatment to features on emerging and established filmmakers, promote the festival’s events, and carry a long, complicated schedule that still had to be read easily.

What I did. Built the brochure so the editorial pages and the schedule sit inside one typographic system instead of competing with each other, and held a tone that matches the festival’s own attitude and the city it runs in.