Branding
Max Transportation
& Car Service
I developed a logo and brand identity system for Max Transportation & Car Service, a Southwest Michigan-based company specializing in airport transportation. The goal was to create a modern, approachable brand that would stand out in a competitive regional market while conveying reliability and ease of service. The resulting identity balances professionalism with warmth, helping position the company as a trustworthy and recognizable choice for travelers.
The visual system centers on a bright yellow and black color palette—referencing traditional taxi cues while maintaining a clean, contemporary feel—paired with a dashed line motif inspired by roadway markings. The logo suite includes both a primary and simplified mark to ensure flexibility across applications, from digital use to uniforms. Typography combines the personality of Roca with the readability of Indivisible, creating a cohesive and functional hierarchy across materials, as outlined in the brand guidelines .
Truly
Rebrand
As a personal design challenge, I reimagined the brand identity for Truly Hard Seltzer with the goal of creating stronger shelf presence in a saturated market. While many competitors rely on minimal white cans and bold typography, this concept explores a more distinctive and elevated direction to help the brand stand out while maintaining approachability.
The redesigned identity centers on a high-contrast serif wordmark with varied line weights, introducing a sense of sophistication while remaining visually striking. The logo is rotated vertically on the can to create a bold focal point, supported by a clean sans serif for secondary information to maintain clarity and brand continuity. Vibrant gradient backgrounds, inspired by each flavor profile, add energy and differentiation across the product line. This system extends seamlessly to packaging, where the gradients and oversized typography ensure strong recognition from multiple angles, even at a distance.
Colleges of Law
Seal Redesign
For The Colleges of Law, I designed a refreshed institutional seal that reflects the school’s mission while maintaining a timeless, authoritative aesthetic. The goal was to create a mark that felt both traditional and aligned with the existing brand system.
The design centers on a semi-realistic illustration of the scales of justice, symbolizing the future legal professionals the institution helps shape. A bold outer ring, set in the brand’s Museo typeface, houses the school’s name and guiding principles, creating strong hierarchy and legibility. A palm leaf element subtly divides the text, referencing the abstract palm icon within the brand and reinforcing visual continuity. The final seal balances tradition and modern branding, resulting in a versatile mark that has been well received and continues to inform the direction of future design work.
