Twelve Corners Insurance
Twelve Corners Insurance came to me at a crossroads. Moving from a small-town foundation to a competitive market in Rochester required more than just a name change—it required an identity that felt both established and local.
We developed a visual system that turned the agency’s new location into its greatest asset. The centerpiece is a dual-purpose mark: an abstract “12” that reveals the silhouettes of a home and a vehicle. This creates an immediate, subconscious link between the brand name and their core services (Home & Auto).
Beyond the identity, we rebuilt their digital presence from the ground up. By marrying a conversion-optimized UX with a localized SEO strategy, the rebrand didn’t just look better—it performed better, driving a significant increase in sales post-launch.
Empire Law
When establishing a new presence in the Florida legal landscape, Empire Law sought an identity that balanced classical authority with modern sophistication. While the brief called for the traditional “Sword and Scale” iconography, the objective was to move away from generic execution in favor of a bespoke, elevated aesthetic.
To differentiate the firm, I focused on precision and materiality. We selected a specific, historically-informed sword silhouette and paired it with a sophisticated typeface. This transitioned the brand from a standard legal trope to a distinctive mark of authority.
For the brand’s tactile touchpoints, we utilized premium linen-textured stocks and gold foil overlays. This choice reinforced the “Empire” name, ensuring that every physical interaction—from a business card to a formal letterhead—conveyed a sense of permanence and prestige.
Nic's Trattoria
Nic’s Trattoria arrived with a bold ambition: to move away from rustic Italian clichés and toward a brand that felt high-performance, refined, and unapologetically bold. The objective was to create a visual identity that captured the “eloquence” of the menu while maintaining a commanding presence in a competitive culinary landscape.
Taking inspiration from the precision and prestige of Italian automotive heritage, I created a custom crest and a bespoke typeface. The resulting mark—reminiscent of iconic Italian luxury brands—utilizes a high-contrast color palette to signal both energy and exclusivity.
The brand was extended across every physical touchpoint, from leather-bound menus to premium merchandise. The result is a cohesive environment where the visual identity and the restaurant’s atmosphere are in perfect, high-energy alignment.
GradNav
GradNav is a digital bridge connecting ambitious students with the institutions that fit their trajectory. The branding objective was to move away from the “stuffy” traditionalism of academia in favor of a clean, tech-forward identity that feels both contemporary and accessible.
I created a visual strategy centered on the concept of “Guided Progress.” The centerpiece is a custom wordmark where the “V” is tilted to integrate an arrow, utilizing the negative space to form a subtle compass. This small but impactful gesture creates a direct link to the brand’s “navigation” mission without cluttering the aesthetic.
I chose a vibrant, orange-forward palette to radiate energy and enthusiasm—qualities essential for students embarking on their next chapter. By pairing this with light textures, we established a “guiding light” motif that feels sophisticated yet warm.