Logos & Branding

Moonlight Creative & Training Services

Personal logo and branding developed for my freelance business called “Moonlight.” I chose the name because there are two sides to what I do. Sometimes I am a designer who moonlights as an instructor. And sometimes I am an instructor who moonlights as a designer. I used Giovani as the main font and altered the italic style to create the moon shape within the swoosh of the “t.” The result is simple and elegant all at the same time. The image of the night sky and reversed-out logo serve as the splash page on my website. The color scheme I developed is analogous, using several tints and shades of night sky blue, complemented by a simple yellow gold. 

Moonlight Creative & Training Services Business Card

This two-sided business card is a cornerstone of the brand identity I developed for Moonlight CTS. Featuring the logo prominently on the front, the design ensures instant recognition and establishes a strong visual presence. On the back, essential contact information is presented with clarity and professionalism, complemented by the repeated stylized moon swish. This subtle design element enhances brand cohesion and reinforces the logo’s iconic appeal, creating a polished and memorable look.

 

AQUA 100

Logo design for an awards program for professional pool service companies. AQUA 100 was restarted after a 10-year hiatus. This program is meant to recognize those pool professionals who have continually exceeded expectations in customer service, repair, and maintenance of the pools and spas they service. I came up with multiple design ideas and presented them to the Executive and Managing Editors of AQUA magazine. The chosen design is on the left.

 

AQUA Magazine – State of the Industry 2018

Each year, AQUA magazine’s State of the Industry report provides a picture of the pool and spa enterprise. The logo above was developed and color-coded to represent different areas within the industry: retail, hot tub, customer service, and building. The swirling circle detail reflects the flowing nature of water, which is a key component in each of these areas. Illustrator was used to create the logos and generate a color scheme. AQUA Magazine.

 

Rebranding the Edgewood University Music Program

In 2024, the Edgewood University Music Program underwent a transformative rebranding, evolving from the “Music Department” to Music@Edgewood to enhance its social media and online presence. I had the privilege of collaborating on this exciting project, working closely with the program chair to create a new visual identity that captures the essence of their offerings in band, orchestra, and chorale music.

The final logo features a simple yet elegant design inspired by the graceful curves of a violin, symbolizing the artistry and sophistication of the program. A deep navy blue was chosen to complement Edgewood College’s primary branding, ensuring cohesion while standing out as a distinct identity.

This versatile logo is now proudly displayed across concert posters, programs, social media platforms, digital screens, and email communications, unifying the program’s image and elevating its presence both on campus and beyond.

 

Bindi Tea Company – Concept Development

As a tea enthusiast, I created Bindi Tea Company, a fictitious brand inspired by the unique, high-quality teas cultivated in India. The name “Bindi” pays homage to the traditional colored dot or teardrop worn on the forehead by many Indian women, symbolizing the sixth chakra, often referred to as the “third eye.” This element represents wisdom, energy, and focus, reflecting the mindfulness that tea can bring to daily life.

For the logo design, I explored a variety of fonts that embodied the fluidity of tea while subtly nodding to ancient script styles. The warm color palette draws from the rich red hues of a traditional bindi, evoking a sense of warmth and cultural authenticity.

The final designs include two distinctive logos that are showcased across packaging concepts, which are highlighted later in my portfolio. These designs not only reflect the brand’s cultural roots but also celebrate the timeless tradition and beauty of tea.

 

Logo Design Concepts – Mazzuchelli School of Mission

Four different identifiers were developed for a new religious program for lay people who wish to grow in faith and become missionaries for the Diocese of Madison. The program is based on the teachings of Dominican Friar Samuel Mazzuchelli. A final selection has not been made. All ideas were constructed using Illustrator, stock photography, and a mixture of Google and Adobe fonts.

 

Logo Designs

All logos were created for specific clients using Illustrator: 

• Vision Multi-Sport — Professional trainers for triathletes.

• Diffuse, Hair by Michelle — Master hair stylist opening her own shop.

• Foundations for the Future — St. Albert’s religious youth program.  

• Harmony Inn — A restaurant with live barbershop music and a barbershop theme. 

• The Sign Shop of Sheboygan — Makers of all types of signage, banners, and trade show materials. 

• Village of Dane — Identity system created to represent a small but growing town. 

• Our Iowa Magazine — Masthead logo for an Iowa-centric magazine focused on the pleasures of rural life.

• Brentwood Animal Hospital — Identity system and signage for a veterinary clinic run by a family of veterinarians.

• Aqua Magazine Truck and Van Contest — Symbol used to promote a professional vehicle contest where winners of specific categories are published in the magazine issue.

• 30-year Anniversary — Logo developed for Wood Floor Business magazine to promote the anniversary of their publication.