Houseman is a new restaurant in West SoHo, created by former Prune chef Ned Baldwin. The name comes from the Scandinavian term for homemade food, and the restaurant prides itself on its careful sourcing of ingredients, its high-quality creative dishes, and its warm and friendly environment. I was hired to do the branding and consult on the look of the restaurant. I worked with illustrator Gerardo Blumenkranz to create a unique typography and a series of illustrations that were applied to the menus and signage throughout the restaurant. Work in progress.
The Center for Italian Modern Art (CIMA) is a new nonprofit organization, focused on promoting new scholarship and dialogue around 20th-century Italian art. I was hired to build the brand identity for the institution. CIMA is located in a beautiful loft in SoHo, appointed with mid-century modern furnishings; I wanted to create a look that was in keeping with the space: understated, modern, and elegant. Ongoing project.
Identity work for CIMA in collaboration with the graphic designers Serena Brovelli and Cristina dell'Edera in Italy.
THE BOLTED BOOK
The official website for a facsimile project to produce the first exact copy of Fortunato Depero’s 1927 masterpiece of graphic design and bookmaking—Depero Futurista, one of the world’s most iconic design books, known as The Bolted Book for its unique industrial-bolt binding. A collaboration between the Center for Italian Modern Art in New York, the Mart, Museum of modern and contemporary art of Trento and Rovereto, Italy, and Designers & Books the facsimile has been funded by a successful Kickstarter project. The website features information on the history of the book, showcasing all 240 pages of the book itself, as well as information on the facsimile project and links to archives and museums with Fortunato Depero resources.
Farmigo is a farm-to-table company that bypasses supermarkets to offer people a direct link with their food sources. They initially contacted me to create an illustrated bag. I audited their materials and realized that their mission to connect people to farmers was not being conveyed. I used the vehicle of the shopping bags to develop a whimsical and friendly ad campaign for them. This ongoing project encompasses writing, art directing, designing and illustrating. Work in progress.
SOHO ARTS NETWORK
The Soho Arts Network is a working network of more than a dozen non-profit art spaces in SoHo, founded to celebrate the rich history of the arts in the neighborhood. As a loose volunteer association, the organization has no budget to speak of, but they desired to have some kind of identity and logo, as well as a map. Taking inspiration from the street grid of SoHo, I created an icon that represents the idea of a multi-faceted network. Work in progress.
Dahlicious is a 100% organic, Indian-style probiotic yogurt drink made from organic grass-fed whole milk, real fruit, and spices. The founders launched the first lassi drink product in the Boston area in 2010. I worked to develop the brand identity, packaging, and graphic design for the company and this first product launch. Since that time distribution has grown to about 1,000 stores nationwide, and the product line has expanded to include 15 SKUs.
GRAND CENTRAL TERMINAL
Graphic design work for Grand Central Terminal in collaboration with Marty Weiss. Grand Central Terminal is truly one of New York's great gems, featuring a wonderful array of shopping, dining, gourmet shops, and seasonal events. My task as part of the firm I was working with at the time was to educate New Yorkers that there was much more to the place than the busy train station. Using the iconic architecture of the building as a starting point, I created a design library of its architectural elements, so that every piece of design and communication for GCT actually spoke from the design aesthetic of the place itself.
Graphic design work for Grand Central Terminal in collaboration with Marty Weiss. In a great PR stunt, Sauza Tequila decided to advertise their premium Tequila with atraveling photography show. They commissioned an artist to interpret the concept of Original Sin in the agave fields of Tequila, Mexico. The resulting show of platinum prints opened in New York and later traveled to several galleries around the country. I worked on the art direction and graphic design for the project-- developing the press kit, posters, website, invitations, as well as the look of the exhibition installations.
Posters created and illustrated for an off Broadway theater company, a museum, a fashion showroom, an ad agency, and a campaign to create awareness about tiger poaching in Asia.
Every year, hundreds of millions of dollars are spent protecting animals in the wild, yet virtually nothing is spent on stemming the demand for wildlife parts and products. WildAid is the only organization focused on reducing the demand for these products. A campaign in sports magazines, travel publications and outdoor billboards reminded newyorkers of the horrible facts. The campaign introduced Wild Aid with a pledge for donations to equip and train local rangers.
With an unrivalled portfolio of celebrity ambassadors and global network of media partners, Wild Aid was able to deliver high-impact, culturally-sensitive multimedia campaigns, leveraging well over $200 million (USD) in pro-bono media support, and reaching one billion people every week.
WRITE LIKE BORGES
An exhibition of the manuscripts of Jorge Luis Borges inspired me to create the Borges typeface. I was fascinated by the fact that he was legally blind and his handwriting was so small. Having no particular writing talent myself and finding that Argentinian people idolize Borges, even if they have never read him, I decided to celebrate him by providing people with no literary training a way to write like the short story master. In an instant this literary genius becomes accessible to anyone. Now you too can write your own messages, poems, or shopping lists in Borges’ inimitable hand. If you like this type you can mail me and I’ll send it to you.