Brand Identity
brands created from scratch including their logo, patterns, and other important brand elements essential to the brands "look".
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I developed a comprehensive brand guide and visual identity for the National Association of Clean Water Agencies’ 55th Anniversary Meeting. The special branding celebrated the milestone by highlighting the organization's legacy, mission, and forward-looking vision. This visual strategy unified event materials and strengthened NACWA’s presence, engaging members and partners across the clean water sector.
55th Anniversary Email Banner
55th Anniversary Website Banner
55th Anniversary Letter Size
55th Anniversary Pin Designs
55th Anniversary Color Guide
Hotel Keycard Design
Table Card Template
Name Badge Template
NACWA's 55th
Anniversary Brand
Washington, DC
Brand Guide Elements
Logo Banners
Working at Thompson Hospitality, I developed a comprehensive brand guide and visual identity for Swish DunkFoods, a fast-food restaurant based in Reston, VA, known for serving meals in distinctive baskets. This branding initiative has been instrumental in positioning Swish DunkFoods as a leading dining destination among students and residents at Virginia State College, successfully attracting a diverse customer base and delivering a memorable fast-food experience through its unique presentation style.
Restaurant at VSU (Not a Mockup)
Menu
Logo Design Process
"Swish Dunkfoods"
Virginia State University
Fast Food Brand
Reston, Virginia
I created a comprehensive brand guide and visual identity for BIRRIA-ISH, a restaurant based in Reston, VA, specializing in birria. The branding strategy has significantly contributed to the restaurant's growing presence at Virginia State College, helping attract a diverse customer base and highlighting its unique blend of traditional birria flavors with modern culinary innovation.
BRAND ELEMENTS
"Birria-ish"
Virginia State University
Fast Food Brand
Reston, Virginia
BRAND TAGLINE
MENU DESIGN
BRAND GUIDE
BRAND PATTERNS
RESTAURANT AT VSU
BRAND TAGLINE
I led the branding and packaging design for Socratic Steeps, a premium tea brand for academic and intellectual audiences. Deliverables included a brand guide, logo system, packaging, and business cards—all emphasizing sophistication, tradition, and storytelling. The final assets established a cohesive identity rooted in cultural depth.
Products
Brand Guide Elements
Logo Design Process
Socratic Steeps,
Tea Brand
High Point, North Carolina
Flat Tea Mockup
Business Cards
I led the logo design for HPU MINDS, High Point University’s rebranded coding club, originally founded by Apple cofounder Steve Wozniak. The final mark—blending a computer chip with a graduation cap—reflects the club’s core values of innovation and education. A modern color palette and concept-driven approach captured its forward-thinking mission and global tech connections.
HPU Minds, Club Brand
High Point, North Carolina
During my sophomore year at High Point University, my peers and I founded a Thrifting Club aimed at promoting sustainability and accessibility through an on-campus pop-up thrift store. The initiative repurposed student-donated clothing to encourage recycling and provide affordable access to business and formal attire for students of all economic backgrounds. As the club’s Social Media Representative, I led the development of the visual identity, designing the logo and branding assets to raise awareness about sustainability and drive engagement for club meetings and events.
Thrift Point, Club Brand
High Point, North Carolina
Site Layout
Brand Demonstration
KROBO
BEADS
"Exploring Ghanaian Krobo Beads" is a visually captivating museum exhibit that delves into the artistry and cultural significance of these unique beads. Using Adobe InDesign and Illustrator, I created mockups for a billboard, website, and poster signage, offering an immersive experience to explore Ghana's rich artistic traditions.
Museum Exhibit Feature
High Point, North Carolina
Brand Guide
Brand Patterns & Icons
My small businesses I created to prolong my creativity and enjoyment in graphic design outside of work.
Small Businesses
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Bookmark Buddies
& Co.
Brunswick, Maryland
I operate an Etsy shop, BookmarkBuddiesandCo, specializing in handcrafted character bookmarks featuring thoughtfully selected quotes. I designed the brand identity—including the logo and visual elements—to capture the charm and individuality of each piece, appealing to both avid readers and quote enthusiasts. Each bookmark is carefully crafted to combine creativity and functionality, offering a personalized and meaningful touch to the reading experience.
In March 2020, during the early months of the COVID-19 pandemic, I launched a college-themed sticker business from my bedroom in Germantown, Maryland. Using an Adobe Creative Cloud subscription, a Cricut machine, a home printer, and an Instagram account, I built the brand from the ground up and achieved over 500 sales within nine months. My work attracted attention from various organizations, including the Temple University Drama Department and High Point University Drama Club, who commissioned custom designs.
In response to the Black Lives Matter movement, I designed a special sticker collection, donating 50% of the proceeds to the NAACP Legal Defense Fund, raising over $500. The initiative led to my inclusion in a Juneteenth feature blog, recognizing my commitment to social impact through design.
Stickers by Joellen
Germantown, Maryland
