9 Inexpensive or Free PR Resources for Small Businesses

Project: 9 Inexpensive or Free PR Resources for Small Businesses

  • Publisher: PR in Your Pajamas
  • Scope: Article, Publications
  • Technologies: Pr Tools
  • Year: 2015
  • Website: http://prinyourpajamas.com/9-inexpensive-or-free-pr-resources-for-small-businesses/
  • Description:

    9 inexpensive or free pr tools for small business


    I researched several PR tools, wrote about 9, and what place in a PR workflow they fit.

    1. How to find the right reporter to send your news to
    2. How to find the reporter’s requests for articles/interviews
    3. How to approach the reporter
    4. How to keep track of your brand


    The article was published on PR in Your Pajamas. Which has been consistently recognized by the PR industry as a top blog.

    2015 – Marketwired: “Top 10 PR Blogs You Should Be Reading”

    2014 – Adweek: “The 25 PR Blogs to Bookmark”

    2014 – Meltwater: “Top 15 PR Blogs You Should Read Regularly”

    2013 – Cision: “Top 50 Marketing and PR Blogs in North America by Influence (#15) “

Article, Publications

Communicating with Mobile Users

Project: Communicating with Mobile Users

  • Class: Research Methods in Digital Communications
  • Scope: Research, Slides, Presentation
  • Technologies:
  • Year: 2014
  • Description:

    I had to prepare a 30-minute class discussion on “Communicating with Mobile Users.”

    My discussion included a marketing assessment of who mobile users are, why we should care about them, and how to market your website/brand to them. It Included mobile personas, and demographics.

Research, Slides, Presentation

The New E Logo

Project: The New E Logo

  • Client: self
  • Scope: logo
  • Technologies: Illustrator
  • Year: 2015
  • Description:

    My Logo has been evolving for the past year, and I thought I’d show the progression and some of the process that brought me to my New logo.

    the new e logo


    The evolution:

    It all started as a Brand Identity Class Project, that lead me to three logos. Of which I chose:



    From there, I incorporated feedback to make it less tall and more horizontal.

    New E logo  2014


    Eventually, I cleaned up the text to a sans serif and less cartoonish choice.

    New E logo early 2015


    Being dissatisfied with how it felt/looked in this format, I dropped the bottom of the logo and made the logotype horizontal. And I added the primary services (at that time) I provided.


    New E Logo with Tagline



    While developing my portfolio site, I found that the font didn’t quite work for headings, and I wasn’t satisfied. So I reviewed 703 fonts from Google Fonts and selected a list of 18.

    From that list, I eliminated fonts with only one weight and brought the number down to 12. I reviewed all the font weights for the twelve and created a logo test sheet.


    new e font selection


    And from these twelve, I chose Poppins in two weights, light for “the” and regular for “new e.”

    new e logo


Caleb’s Pitch

Project: Caleb’s Pitch

  • Class: Capstone
  • Scope: Integrated Marketing Campaign, Website, Brand, Strategy, Copywriting
  • Technologies: Illustrator, Indesign, Photoshop, Git, Gulp, Sass, jQuery, JavaScript, HTML, CSS,
  • Year: 2015
  • Website: http://cp.thenewe.com
  • Description:

    Git Hub https://github.com/sirhair/calebspitch

    Class project to prepare a marketing package for a nonprofit.
    I was primary on branding, site framework, site development stack, Print Ads, Flyer, and Brochure.
    Others were primary on research, situation analysis, copywriting, strategy, other print/digital collateral, and landing pages. These included a situation analysis, SWOT, creative brief, brand guide, mood board, style tile, wireframes, email template, digital ads, and business cards.

    Campaign Book PDF

    Campaign book


    Print Ads and Flyer

    Small Print Ad


    Medium Print Ad


    Flyer letter sized


    Trifold Brochure Flier

    Page one Brochure


    Page Two Brochure


Integrated Marketing Campaign, Website, Brand, Strategy, Copywriting

The Prancing Pony

Project: The Prancing Pony

Logo, Website

Liberty Sharepoint

Project: Liberty Sharepoint

  • Client: Liberty Management
  • Scope: Website, Fliers, Ads, eCommerce, Membership site,
  • Technologies: Illustrator, Indesign, Photoshop, Wordpress, HTML, CSS, Facebook, Twitter, Google+, Pinterest, Instagram, Git, Grunt, Sass, Compass
  • Year: 2015
  • Description:

    E-Commerce/Membership based website for Liberty Management’s SharePoint templates and lessons.

    SharePoint for Property Managers website preview

    US Flyer PDF

    Sales Flyer US Letter Size

Website, Fliers, Ads, eCommerce, Membership site,

Repeal Act 39

Project: Repeal Act 39

Integrated Marketing Campaign, Website, Brand, Social Media, Copywriting

Thibodeau Masonry

Project: Thibodeau Masonry

  • Client: Thibodeau Masonry
  • Scope: Website, Logo
  • Technologies: Dreamweaver, Illustrator
  • Year: 2014
  • Website: http://www.thibodeaumasonry.com/
  • Description:


    Thibodeau Masonry Logo


    Responsive Website

    Thibodeau Masonry Site

Website, Logo

Repeal Act 39 campaign mockup

Project: Repeal Act 39 campaign mockup

  • Class: Digital Imagery in Web Design
  • Scope: Integrated Marketing Campaign, Research, Website, Ads, Social Media
  • Technologies: Photoshop
  • Year: 2014
  • Description:
    Enhanced Leaderboard Ad
    Enhanced Leaderboard Ad
    Animated Button Ad
    Animated Button Ad

    Repeal Act 39 Campaign

    My client is the campaign to repeal the assisted suicide law (act 39)  in Vermont, which was narrowly passed last year.  It should be noted that the this mockup campaign is for class, and any implemented campaign will involve different photos. These stock photos are for illustration purposes only.

    For several years, I’ve worked side by side with groups that previously had successfully fought off the Assisted Suicide law for over a decade (I joined the fight five years ago).  I’m even a cofounder of a regional assisted suicide education and advocacy group True Dignity, and it’s origin group True Dignity Vermont. Since losing last year, I’ve moved and ended up worked with groups in other states.

    The opposition to Assisted Suicide is very broad, and goes across the political spectrum. It include Disability Rights Activists groups like Not Dead Yet  and Second Thoughts who view the laws as threatening to their life and dignity, the vast majority of doctors and pharmacists nationally and in targeted states (the proper medical name according to the AMA  is Physician Assisted Suicide), activists against elder abuse, suicide prevention activists and more.

    Leaderboard Ad
    Leaderboard Ad

    Target Audience and Demographics

    The target audience for this particular campaign are activists, voters and their legislators in Vermont. The audience is primarily liberal/progressive.

    The population of Vermont for 2013 was estimated at 626,630 persons of which only 19.6% were under 18.

    Cube Ad
    Cube Ad

    That gives an overall audience pool of up to 503,811 potentially eligible voters (US census).  The audience is:

    • 50.7% female
    • 80% between 18-65 (401,043)
    • 20% over 65 (102,767)
    • 95% white
    • 95% speak english at home
    • 4% are foreign born (refugees and immigrants are included)
    • 91% high school graduates (of 25+ year olds)
    • 35% College or higher (of 25+ year olds)
    • 9.6% are veterans
    • 71% own homes
    • $54,267 Median income
    • 11.8% below poverty level
    Button Ad  (not animated)
    Button Ad (not animated)


    • 11% of 18-65 year olds have a disability
    • 34% of 65+ have a disability
    • 51% were born in Vermont
    • 98% had been in Vermont for at least 3 years
    • 23% have French or French Canadian Ancestry
    • 20% are between 45-54 (the largest age cohort of eligible voters)
    Facebook Cover: Senior
    Facebook Cover: Senior

    In 2012, the largest employer (by industry) in Vermont is Health care and Social assistance (Geography Area Series: County Business Patterns) it comprises 19% of Business’ payroll in the states. Manufacturing is second at 17% Retail is third at 10%

    For the 2014 election, which focused on state issues:

    88% of potential voters registered (443,400)

    Only 43.7% voted or about 193,500.


    This group is probably the most likely to include those easiest to activate.

    Facebook Cover: Surgeon
    Facebook Cover: Surgeon

    Why IMC?

    Integrated Marketing Campaigns has become the standard procedure for Political Campaigns, since  the 2008 Obama Campaign was the first to really harness IMC and social media.

    Lessons from 2008 Obama Campaign

    “The Obama campaign wasn’t a win for technology; it was a win for strategy. It was a win for the power of a strategic vision, executed in an integrated media campaign. It was strong messaging and strong branding, executed across different channels. People went on Facebook, MySpace, and other social networks and got the same brand as people who received it on TV and radio — all the same brand. It was so powerful because it was consistent across all the media consumer touch points … It’s not about budget – it’s about an intense and focused effort”


    Facebook Cover: Doctor
    Facebook Cover: Doctor

    The basics of a Political IMC come down to:

    • Focus on individuals and relationships.
    • Present focused message and vision.
    • Leave no social media network unused.
    • Clear Call to action.
    • Update frequently. (but not overwhelmingly)

    (http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama-campaign/ )

    And the most fundamental part of a politcal IMC is the website.

    “[L]earn from Obama: the website is marketing tool # 1. The website will determine the ROI of all your efforts and budgets. Spend less on campaigns and create a smart website.”


    Twitter Cover
    Twitter Cover


    I believe principles of a successful political IMC must be consistency, courteousness, personableness and honesty.  With these principles as the basis and guidance from the group, I think the campaign should be clear, personal, principled and courteous.

    Having personal stories is the best way to connect with the audience.  And being clear allows everyone to know your message.  I think that a website is necessary for any campaign, and should be central to the IMC.

    Since the demographic of Vermont is aging, I suggest including linkedin as an social media platform, in addition to the standards (Facebook, Twitter, and Google plus). I also suggest Pinterest, Instagram and Tumblr as these are some primary avenues of memes and viral images.

    We can include graphics on our photo posts, so that when shared, the message is shared too, and subsequently the website (since it’s the same as the message “Repeal Act 39”).

    Image Overlay
    How the overlay would look on Instagram
    How a Facebook Timeline post could look, with the overlay and a button
    How a Facebook Timeline post could look, with the overlay and a button

    Website and Email

    Sample IMC Email
    Sample IMC Email
    Wireframes for the Website
    Wireframes for the Website
    Mockup for the Website
    Mockup for the Website

    Extra Graphics

    For the two additional graphics, I design a profile image for the campaign (for all social media sites) and a sticker for campaign events.  As the campaign is beginning, it does not yet have a profile image, which is a critical piece of art work for a campaign. So I chose to design one and set it to fit twitter/facebook sizes. Which should also be transferable to other social media sites as well.  Since this is a legislative campaign, stickers are an important part of identifying your audience at hearings and events, as well as being a way for your audience to feel like they are part of something larger. The sticker I designed at 5in x 5in 300 dpi since it’s for print. I also chose one color and paper-white to reduce printing costs.

    Profile Image for IMC
    Profile Image for IMC
    Sticker for Campaign
    Sticker for Campaign

    Additional suggestions

    I suggest doing direct market research to find out who is most likely to be your audience so you can tailor messages directly to them  I also suggest doing Google remarketing ads from allies’ websites, so you can maximize your initial audience for a low price.  Additionally I recommend other targeted ads.

    Due to low budget I recommend research first to find out if the audience most receptive to the messages are easiest to reach via print, digital or a combination.

    Closing remarks

    I had started designing a different campaign focus, but upon review of strategy with client, I had to restart.  Overall it was relatively straightforward, but required a lot of work hours.  I sketched ideas, implemented them across all images, and then as I did that I developed new design languages that I brought back. So it was constant refinement as I went process, which given my timeline was the most appropriate.  Though Usually I’d spend more time in creative design before implementation.  I’m surprised that I was able to crunch it all out.

    Also I considered many fonts, but settled upon Lato, due to free licensing for print and web.

Integrated Marketing Campaign, Research, Website, Ads, Social Media

Merry Christmas from UF

Project: Merry Christmas from UF

  • Class: Digital Imagery in Web Design
  • Scope: Card
  • Technologies: Photoshop
  • Year: 2014
  • Description:

    For our final Photoshop assignment, we were to make a Christmas card that the University of Florida or some sub-division thereof could send out.  I decided to make it from the whole university.

    For this project, I found a nice Christmas scene and good picture of Albert and Alberta (our mascots).  I then turned Albert and Alberta into a smart object so I could reuse them several times and not destroy the original image. In an attempt to make them blend in more to the photograph, I created three copies of them.  On each copy I applied specific lighting effects to try to mimic a little of the lighting in the image.  One of the layers for example, was adding a red glow from the right side of them. I then adjusted the transparency and blend mode of each layer to bring out just enough of each. I also applied a mask to the red layer, so that only parts of Albert and Alberta were highlighted in the red glow.

    I also created a faux shadow so that it seemed like they were more in the scene. And I applied a few photo filters to try to merge the scene and the mascots more.

    For the heading, I chose a decorative font that had a related normal font (which I used for the bottom message).  I then changed the fonts to a dark blue that I pulled from the image. I set the heading just on top of the photo, so that it seems like it grew out of it. For the body copy, I set a white gradient behind it using a layer mask on a full white layer, so that I could more easily adjust the gradient.  For the background snow flakes, I found one online, copied it’s shape and a added a gradient to the background. For the gradient I pulled the same blue as the fonts and a white, so that it fit better with the overall color scheme.  And that’s pretty much it.



New Design for Newegg

Project: New Design for Newegg

  • Class: Digital Imagery in Web Design
  • Scope: UI Design
  • Technologies: Photoshop
  • Year: 2014
  • Description:

    Ipad Preview of ap design This week for Photoshop, we were to (re)design an app for a retail company.  I chose a company I’ve been looking at a lot the last few weeks, Newegg. Also, I just bought a great Black Friday deal from them.  Again, this is for a class and I’m not affiliated with the company.

    For this design, I made a mockup of the required elements, and then started designing in Photoshop. I worked a lot on creating grids, a task that was substantially easier with GridGuide a plugin for PS that I was introduced to through this project. Grideguide made grid creation and erasing easy and quick. Definitely a product I’ll be using from here on out.

    I used 10 and 20px margins and padding for most of the design elements, and tried to stick with touch targets of over 40 px. So even though the icons for the cart, menu, settings and search are 20×20, I set them 20px apart so that touch targets of 40×40 could fit.  I also used paragraph styles to make it easier to adjust fonts for the different parts of the UI. (I wish I could find Object styles for PS… but I don’t think they have them.)  After the grids were laid out, I designed the menu and first four products. Then I moved the product displays to the left. 20px from the menu. I then added copies of the first two products to the right of the first four, showing that they slid off screen when the menu was clicked. That is a feature of the Newegg tablet app that I liked and wanted to emphasize in this rendering.

    After I tweaked the main layout, I added squares for where I wanted the icons to go. I then turned the squares into smart objects . This way I could edit them in a separate doc, and easily update them.

    Next I opened the ipad image being held by a woman. I masked out the screen and the background, which were both solid white. I then placed my layout as a linked image, and added a background that I felt was interesting but not too interesting.  Next I blurred the background and also blurred the screen just a little to make them feel a little more native to the original image. At this point I realised I was missing add to cart buttons, so I went back and added them to the original file.  I was not looking forward to redoing my work of placing the original file. But when I went back to the iPad file, I found that it was updated already since I had originally imported it as a linked file.  Thank goodness for good practice saving a few minutes.

    From the best practices mentioned in class, I did the following:

    • Made sure there was even spacing between like items
    • ‘turned off’ color management
    • used grids (a lot of grids)
    • maintained alignments between different elements
    • Used and named layers
    • I used HSB for the secondary blue
    • checked the design for colorblindess accessibility (using the two types under view->proof setups)
    • Maintained touch point targets of 40×40 pts recommended by Apple, and actually made the menus 60px high based on Smashing magazine’s recommendation

    Here’s the design (click for a full size image):
    Preview of ap design

UI Design

Prince of Peace

Project: Prince of Peace

Research, Strategy, SWOT, Situation Analysis

A Hipmunk Christmas

Project: A Hipmunk Christmas

  • Class: Digital Imagery in Web Design
  • Scope: Social Media
  • Technologies: Photoshop
  • Year: 2014
  • Description:

    Twitter Win Christmas campaign for Hipmunk

    This week in Photoshop class, we were to design seasonal social media imagery for a travel brand, I chose Hipmunk. As always: this is for class, I have no relationship with Hipmunk, and these are not real offers.

    My first step in designing the images was actually to create a template in Photoshop to match all of the positioning, borders, paddings, shadows, buttons, etc. I built the template by looking at the Facebook’s sizing article, inspecting the css of a Facebook pages and using a screenshot for reference. So This way I’d have a good view of what it would look like when it went live. Next, I sketched out the three ideas that I was going to work with, and acquired images to match. For each image, I then selected a font that I thought matched Hipmunk’s brand persona, the text and the image.

    Christmas-in-Paradise Facebook campaign for Hipmunk

    For the Escape image, I added a light blue fade from the top, so that the text would stand out, and emphasize the tropical feel.

    Escape-for-the-Holidays  Facebook campaign for Hipmunk

    For Win Christmas, I isolated some presents and added them on top.

    Win Christmas Facebook campaign for Hipmunk

    Next, I looked at Twitter’s sizing info, and found it pretty useless.  So I looked for a template that would provide more detailed information. I found a great template for twitter at Twelveskip.  And then took the layers from facebook adjusted them to fit the areas that would always be visible. I even flipped the images around a bit before settling on the final layout. (The twitter image is the one at the top of the article).

    Finally we were asked to create an instagram overlay that would be appropriate for the holidays.  I decided, after having several other options fail, to go with “Win Christmas.” I included the Hipmunk with a Santa cap that I created with the pen tool. You can see it at the bottom of the image.

    Win Christmas instagram campaign for Hipmunk

    Some additional images I’d add would be changing the Facebook logo (and some on their website) to my Hipmunk with the Santa cap. I’d also create a series of timeline photos featuring other international cities for the “Win Christmas” campaign.  Additionally I’d take those series of images and add them to a Pinterest page. This way they could be quickly sharable, since some people like to pin contests.  I’d also round it out with a Google Plus campaign using the same images.

    Some of the keys to the win christmas IMC are the colors red and white, the santa cap, the same words and the font. Additionally keeping the images the same helps keep consistency in visual message.

Social Media

Teddy Bears

Project: Teddy Bears

  • Class: Advanced Web 1
  • Scope: Website, Logo
  • Technologies: JavaScript
  • Year: 2014
  • Website: http://www.teddy.thenewe.com/
  • Description:

    teddywithteddyFor Project 3 in my web class, I was asked to create a site based on an animal. So I created a silly site on Teddy bears.  Two of the fun parts for me were creating the teddy bears and the TeddyLibs/Madlibs game.  The site is not much, it was mainly focused on JavaScript coding and learning. But check it out!


Website, Logo

blogcatalog email campaign

Project: blogcatalog email campaign

  • Class: Digital Imagery in Web Design
  • Scope: Email Template, Copywriting
  • Technologies: Photoshop
  • Year: 2014
  • Description:

    blogcatalog emailThis week we continued our Integrated Marketing Campaign by working on an email.  The email was to carry the same aesthetics and feel of the ads, and continue where they left off.  For this email campaign, I decided to give the company a little bit of a personality.  Based of my experience of brands like Mailchimp and readings from A List Apart, I decided to go with a friendly, jovial and jocular personality with a hint of attitude.

    As I said last week “of course it should be noted that I am not affiliated with blogcatalog, and these ads are a class assignment. So any offers in the ads are purely for class purposes and may not reflect the offerings of blogcatalog.”  Additionally the illustrations are not my own, they are from Thomas Novotny; a great artist at http://www.ohnitsch.net/. And they are used with only minor changes.

    The first thing I did for this week’s project was decide the personality of the brand, and flesh out some new copy for the email. Afterwards, I created the file, and imported layers from the skyscraper ad and the rectangular animated gif ad.  Doing so took a lot longer than expected, as I had to merge a variety of layers, sort them, and eliminate redundant layers. Once I had them sorted into like-groups, I then began to create groups based off the structure, header, first section, etc. and moving assets into those new groups.

    The design and sections were moved around a little, as I tried to find an appropriate way of keeping the aesthetics of the ads and maintaining flow within one document.  I continued by adding structural text like “log in,” “unsubscribe,” social links and others. I also added illustrations and had to take some time to slightly edit them to reduce noise and to fit the layout. Otherwise the design was pretty straight forward following from the layouts of the ads. You can click the ad to see the full version.

    The final step I did was to prepare slices for export using the create slice from layers feature in Photoshop.

    What do you think? Is it a natural progression from last weeks ads or is it a bit of a jump between the two?


Email Template, Copywriting

blogcatalog Ads

Project: blogcatalog Ads

  • Class: Digital Imagery in Web Design
  • Scope: Ads,
  • Technologies: Photoshop
  • Year: 2014
  • Description:
    blog catalog leaderboard ad
    blogcatalog leaderboard ad

    For Photoshop class this week we were tasked with making 5 ads for a brand of our choosing. I decided to choose blogcatalog, a brand belonging to a new friend. I chose it because the product they sell is a digital service, and thus seemed like a challenge.  Of course it should be noted that I am not affiliated with blogcatalog, and these ads are a class assignment. So any offers in the ads are purely for class purposes and may not reflect the offerings of blogcatalog.

    blog catalog skyscraper ad
    blogcatalog skyscraper ad
    blogcatalog rectangle ad
    blogcatalog rectangle ad
    blog catalog button ad
    blogcatalog button ad
    blog catalog animated ad
    blogcatalog animated ad

    And by inspecting the CSS I found that the body font for their site to be “Open Sans”, located their swatch colors for their red, green, blue, dark grey and light grey.

    With that information I began by designing the leaderboard. Which provided a quit easy canvas, or so I thought, to start my ads.  However when I translated it to the skyscraper, I found multiple problems with my elements. The biggest problem was the dearth of horizontal space and the excess of vertical. I created a new “bc” comment icon since the logo I had was not sharp when blown up to show just the icon.  I also created a new button, which mimicked the icon. The button has a light embossed effect to make it stand out from the flat aesthetic and encourage clicking.

    Next I went to the rectangle ad, and found it particularly difficult to design. This was because the centered layout that worked well with the skyscraper was too visually static.  It took quite some time of trial and error to find the right proportions and layout.  After I did, I had to update the previous two ads to match the new proportions.  In the future, I’ll probably start with the rectangle ad, as it was the one from whose design I learned the most.
    The button ad, which I had somewhat started as I went from design to design, was rather quick once I had all the elements from the skyscraper and rectangle built.


Louis Lunch Redesign: Wireframes

Project: Louis Lunch Redesign: Wireframes

  • Class: Digital Imagery in Web Design
  • Scope: Wireframe
  • Technologies: Photoshop
  • Year: 2014
  • Description:
    Louis Lunch
    Louis Lunch: the oldest hamburger joint still in operation

    This week for Photoshop class, we had a choice of restaurants to make a website redesign.  I chose Louis Lunch one of the claimants to the original hamburger. If you’re a Yank, it is the oldest; if a Texan, not so much.  But in either case it’s a bit of living culinary history located in New Haven, CT. I chose it because it’s memorable and a fun bit of contention between me and my CT in-laws.  Of course, I am not affiliated with Louis Lunch.  You can read more about Louis lunch and their hatred of Ketchup on their website or on the wiki page.

    For this project we had to start a redesign of their page, in particular make a wireframe. A wireframe is a rough sketch of a website (sans photos and actual copy text) that allows for blocking out information hierarchy and location.  Though often in black and white, I prefer to add a little color, as color is a key informational and design element for me. I took inspiration for the wireframe from the building itself, and here is the finished wireframe:

    Louis Lunch Wireframe
    Louis Lunch Wireframe


    To setup the 1280 x 972 pixel wireframe, I first pressed cntrl k to setup a grid at 80 px with 10 divisions within each 80px.  And I used 80px and half of 80 (40) px as my design scale. I displayed the grid and set snap to, so that my guides and blocks would snap nicely to the grid.  I first set guides at 80px from the left and right, and then set a grey background between them.  Next I pulled the logo and shop image from Louis’ website and pulled the three swatches from them. Louis’ red and brown from the shop and the black from the logo.  I then locked the background layers and proceeded to layout the different required elements.

    I added guides inside the grey to give the content a left and right margin of 80px, and I laid out the header first. I placed the logo flush left and the tagline/navbar flush right both at a distance of 80 px from the top.  I then placed 40 x 40 px boxes for social icons above the tagline in a black background to recall the black roof, and I added a Social feed above the logo. The social feed would be helpful for people to ensure the shop is open as it has hours, but it’s not always open when it says it will be, or closed when it’s supposed to be.   And this is placed as the first element in the page, as this would be timely and helpful.

    For the main content, I created full inner width slideshow, with a hovering text box which carries the specials (which would probably just be the menu, which doesn’t change).  40 px below that I divided the inner width in three and added three content boxes. The two outer boxes would have copy, perhaps history  and hours; the middle would have a photo, perhaps of their famous burger.

    And 40 px below the features, I added the footer, where contact information would go.

    The color I used to create a Z layout, and pull the eyes across the information.  The features I placed towards the end, as this is “extra information.” Since you would already know if the shop was open due to the feed, the hours become less important information, whereas the menu/specials is important for new visitors.  And the slideshow should help whet your appetite.



Us Women Infographic

Project: Us Women Infographic

  • Class: Digital Imagery in Web Design
  • Scope: Infographic
  • Technologies: Photoshop
  • Year: 2014
  • Description:

    infographic on US womenFor my Photoshop class,we were asked to make an infographic from one of two webpages. Either The US Falls Behind Nicaragua, Rwanda, And The Philippines On Women’s Equality or 8 Food Myths You Probably Believe.  I chose the women’s equality article as it had more statistics. This project was for class and I’m not affiliated with the article’s authors.

    For this infographic, I searched for data with a common thread, which I could turn into a visual story.  I found a lot of statistics, and I arranged them in an order that would ease the viewer into the hard spots.  I hoped that doing so would convey the lack of female representation in certain sectors.  To get inspiration I searched through http://dailyinfographic.com and found two that stuck out to me: Alcohol and Weight Gain and Autism Spectrum Disorder & Music.

    I started by taking the stats that I found, and sketching some thoughts. Next, I created a rough character to use and roughed out the scenes with place holder text/images, etc. Then I searched for photos, and repeated the steps refining along the way.  Towards the end, I tweaked the character to be unique in each scene, added drop shadows and subtle gradients to the headline boxes. The last steps were adding the citations, and my logo/website.




Project: H2Angeles

  • Class: Digital Imagery in Web Design
  • Scope: logo
  • Technologies: Photoshop
  • Year: 2014
  • Description:

    For my Photoshop class this week we were asked to create a logo for a non-profit, “deal[ing] in green initiatives in Los Angeles” and which seeks to “aquir[e] local business partners [and] overall awareness of green intiatives.”

    I decided to focus on one of the greatest environmental threats to L.A.: water. I thus created a brand name of H2Angeles with it being a “Water policy and education center for the Metro Area.”

    Some constraints with this project were the necessity to use Photoshop (PS), which made the process more cumbersome and less elegant.  Logos are best designed in Illustrator, since they can then be scaled to any size with an incredible sharpness, and because Illustrator has many helpful tools for such work that PS lacks or has only rudimentary relatives. An additional constraint was to utilize one of the base shapes she provided in a file.  I chose to use the shape that you see as the leaves, and which also comprises the water tulip. The water tulip is made by taking the leaf shape and flipping a copy horizontally, altering their rotation a bit and linking their layers.

    I also created my own rain drop shape for the center of the logo using the pen tool and added a sun behind the image to better offset the image and give it a little more dynamism.

    For the text, I chose Cooper Hewitt Heavy for the tagline since it’s a nice thickness and can stand out well, providing easy legibility. I also chose Aclonica Regular for the H2Angeles, and changed the tracking to 70 from 0 to provide a less cramped feeling to the text, and help emphasis on the title.

    All of these efforts provide a nice draft of logo that could be further explored upon client approval.

    To create the greyscale image I duplicated the layers, merged them and then utilised a black and white adjustment layer while tweaking the properties of that layer.

    To create the reverse I started by duplicating the layers, put them in their own folder, and added a black background to ensure that it still looked good. Which I think you can agree that it does. But considering that there may be other color combinations that may cause a problem, I created the “fried egg” medallion with a white oval background behind the logo, and the wordmark slightly shifted right.

    For embroidery, I would suggest dropping the yellow sun and instead using a yellow fabric, this reduces the number of thread colors needed, and still enhances the brand.  For screen printing, I could see the logo being full back on a white shirt. If H2Angeles was to add another location or expand into a new service, I would drop the second line of the tagline and add the new information there. And the tagline could be seamlessly updated if it was changed in the future.


Personal Brand: The New E

Project: Personal Brand: The New E

  • Class: Brand Identity
  • Scope: logo, brand, typography
  • Technologies: Illustrator
  • Year: 2014
  • Description:

    For my Brand Identity class, Project one was to provide three distinct logos for a company.

    The company that I chose was my personal business, which I’m moving from edwardalonzo.com to thenewe.com (currently redirects to edwardalonzo.com). I had no logo for my new brand, though I did use my name logo on my invoices.

    Edward Alonzo Old logo

    The inspiration for my logo designs came from sketching on the question “what would a new e look like?”  after various sketches I came to some basic forms that evolved into the currently presented ones.

    The first and second are forms of ‘E’ and ‘e’ combined.  The third logo derives from a negative space ‘e’.

    The fonts I chose were sans serif for a “clean” modern look and were chosen because I felt they had similar characteristics as the logo symbols. Francois one balances modernness and elegance, Cantora One is modern and a little edgy, and Fira Sans medium harkens to the modernist period in art.

    My personal brand re-design is still in progress, with some exciting changes and a new website soon to come. So stay tuned!


    The New E design branch 1



    The New E design branch 2



    The New E design branch 3

logo, brand, typography

Vermont Right to Life

Project: Vermont Right to Life

  • Client: Vermont Right to Life
  • Scope: Website, Logo, Social Media, Email, Copywriting, Photography, Brand
  • Technologies: Wordpress, Illustrator, Photoshop, Responsive, Google+, Twitter, Facebook, Instagram
  • Year: 2013-14
  • Website: http://www.vrlc.net/
  • Description:

    Vermont Right to Life had a logo problem, they had a logo they loved, but only one small digital file that when blown up was really blurry. I took their logo turned it into a vector format, increased legibility, and added some subtle touches. Now it can be scaled for any purpose from business cards to huge banners and then a copy is saved as a PNG file to reduce size and load time.

    Original Logo


    New Logo


    New Logo Alternate


    VRLC Social Media

    Google+ Twitter Facebook Instagram

Website, Logo, Social Media, Email, Copywriting, Photography, Brand


Project: Convivio

  • Client: Covivio
  • Scope: Website, Logo
  • Technologies: Wordpress, Illustrator, Photoshop
  • Year: 2013
  • Website: http://www.convivio-us.org/
  • Description:


    Desktop View



    Tablet View


    Mobile View



    I manipulated the Convivio logo to take up less space, appear more dynamic and eliminate the need for an alternate.I also added a second color and added opposing color borders to better offset from any background.


    Original logo

    Convivio Original Logo

    Original Alternate logo

    Convivio Original Alternate Logo

    New “Combined” Logo

    New Convivio Alternate Logo

Website, Logo

Savour Catering

Project: Savour Catering

  • Client: Savour Catering
  • Scope: Website, Logo, Business Cards, Ads
  • Technologies: Illustrator, Indesign, Photoshop, Wordpress
  • Year: 2013
  • Website: http://savourct.com/
  • Description:


    Responsive Website



    Incorporates hand-drawn custom lettering and elements.





    Savour Catering Ad

Website, Logo, Business Cards, Ads

Assisted Suicide Graphic Campaign

Project: Assisted Suicide Graphic Campaign

  • Client: Self (Skill developing work)
  • Scope: Fliers, Business Cards
  • Technologies: Typography, Illustrator,
  • Year: 2013
  • Description:

    I designed these pieces to play with typography.






Fliers, Business Cards

Christ the King – St. Anthony Parish

Project: Christ the King – St. Anthony Parish

  • Client: Christ the King - St. Anthony Parish
  • Scope: Website, Photography, Logo
  • Technologies: Wordpress, Illustrator, Photoshop
  • Year: 2013
  • Description:


    Desktop View

    Tablet View


    Mobile View


    Incorporates custom lettering, and hand drawn elements.


Website, Photography, Logo

True Dignity VT

Project: True Dignity VT

  • Client: True Dignity VT
  • Scope: Website, Logo, Social Media, Email, Copywriting, Photography, Business Cards
  • Technologies: Wordpress, Facebook, YouTube, Twitter
  • Year: 2010-11
  • Website: http://www.truedignityvt.org/
  • Description:


    Social Media:

    Facebook Twitter YouTube





    logo cropped test

Website, Logo, Social Media, Email, Copywriting, Photography, Business Cards

Shacked Up

Project: Shacked Up

  • Publisher: Seven Days
  • Scope: Press
  • Technologies: Installation, Fine Art
  • Year: 2010
  • Website: http://www.sevendaysvt.com/vermont/shacked-up/Content?oid=2140851
  • Description:
    Helen Day Habitat for Artists
    Photo by Seven Days Staff. Edward Alonzo’s studio shed at the Helen Day Art Center


    Article about my living installation artwork as part of the Helen Day  Habitat for Artists.


Week in Photos

Project: Week in Photos

  • Publisher: Burlington Free Press
  • Scope: Photo, Press
  • Technologies: Sculpture, Installation piece, Fine Art
  • Year: 2010
  • Website: http://www.burlingtonfreepress.com/apps/pbcs.dll/gallery?Avis=BT&Dato=20100402&Kategori=NEWS&Lopenr=4020801&Ref=PH
  • Description:

    I had two photos from my Living Studio Installation Piece in the week in review from the Burlington Free Press for the week of March 28-April 3 2010.

    Living Installation Edward Alonzo
    GLENN RUSSELL, Free Press University of Vermont art student Edward Alonzo has set up a studio in the Coburn Gallery in Williams Hall to call attention to the lack of studio space for art students. He chatted with a visitor on Wednesday March 31, 2010. His week-long stay at the gallery is a piece of performance art in itself and he is also working on his next piece during his stay.


    Living Installation Edward Alonzo
    GLENN RUSSELL, Free Press
    University of Vermont art student Edward Alonzo has set up a studio in the Coburn Gallery in Williams Hall to call attention to the lack of studio space for art students. Seen on Wednesday March 31, 2010. His week-long stay at the gallery is a piece of performance art in itself and he is also working on his next piece during his stay.

Photo, Press