Brand designer with an emphasis on storytelling
through succint, and scalable visual systems.

Clear visual expressions and systematic typography, layered together, form the basis of my approach to design.

Above all of that though, I’m just trying to be a good human.

Currently : Senior Designer at Creature Theory

Email

01 VALLEY SUNS

2024

BRAND IDENTITY
BRAND STYLE GUIDE

ROLE:
LEAD DESIGNER

I worked with the Phoenix Suns leadership team to create a dynamic brand identity system for their new NBA G-League team. The resulting 'V.S.' sun icon embodies motion and fluidity within a classic framework, delivering an electric identity system while meeting all NBA requirements and marketing practicalities.

A full visual system was created to meet league requirements and provide a flexible yet iconic look for the Suns. The anchor of the system is the Global Logo.

BRAND STRATEGY

The visual identity system was built on a comprehensive brand story-telling process I was a part of. Working with a brand strategist, and the Suns executive team, the roadmap to everything Valley Suns was created and then used to inform every touchpoint from there out.

ICON

After a process that included sketching, refining, presenting, and multiple rounds of revisions and tweaks, the final team icon was settled. The mark features flickering “V” and “S” flames coming together to create a spherical Sun-shaped icon. Elements that were all deemed crucial for the mark. Throughout the process I advocated for a forward-looking mark that was built on good design principles rather than visual trends.

WORDMARK

A custom wordmark reflects the energy and movement of the organization and its purpose. Set on an arc for a sense of traditional athleticism, the wordmark brings a crisp modern aesthetic that allows it to function on all mediums print and digital. The “SUNS” portion of the wordmark is an abigram that reads the same front to back - a goal I was asked to accomplish to mimic the Phoenix Suns history.

SECONDARY MARK

Quickly becoming an organization and fan favorite, a secondary mark was created to provide further personalization and to tell the Valley Sun story. I was tasked with incorprating the pointed sun shape I had already established. The mark functions in two or one color for added flexibility.

INDEX

FOR THE CORNER DENIES THE PALACE