Projects GoAllIn Brand Identity & Mobile App Design | Visual Designer Read More Groma Report and Web Design | Visual Designer Read More Lightning Rider Pictures Brand Identity | Visual Designer Read More Logitech Marketing Illustration | Illustrator Read More Roxas Web Design & Brand Identity | Visual Designer Read More

Groma RFP & Presentation /portfolio-lightboxes/teach-plus-anniversary Graphic Designer Report & Presentation Design x

Marketing Illustration | Illustrator Logitech THE CHALLENGE For Black History Month, Logitech connected with Will to create a stunning digital image celebrating Black Excellence for their website and social media content pages, drawing more awareness to their committment to DEI. THE RESEARCH 41% 100% 40% Almost 41% of respondents said infographics and illustrations are the most effective for achieving their goals. 100% of people believe that visual content is important for marketing strategies. 40% of people respond better to visual information than text-only. THE IDEA As Will began creating this illustration, he thought about examples of Black Excellence in his own life, and about how to portray and truly glorify celebrating black culture and influence in media. As such, his first thought was to honor his wife by using her as his muse. As a project commissioned by Logitech, it was also a gift for his wife. Will took inspiration from one of his wife's favorite artists, Beyonce, and created a headdress/crown, referencing an iconic crown she wore in homage to Oshun, African goddess of love, furtility, and abundance. There are also flowers both native to Africa, and those his wife love. THE SOLUTION

Web Design & Brand Identity | Visual Designer Roxas THE CHALLENGE Client wanted a brand identity for a street wear lifestyle/clothing business that spoke to his upbringing in Boston and his love for street fashion. As such, the brand identity and website needed to reflect a raw, but refined look, while also representing a sense of direction and knowing where one's from. THE RESEARCH 50ms 88% 60% It takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave. 88% of online consumers are less likely to return to a site after a bad experience. 60% of consumers will avoid a brand with a logo they find odd, ugly, or unappealing. THE IDEA As Will began the discovery phase, Matthew had a few ideas he wanted to explore. He loved the idea of showcasing a "foundational" element, so we explored modular designs as well as the "goat" which ended up being incorporated in other ways. As they continued developing the logo, Matthew expressed a desire to incorporate a strong sense of "knowing where you're from," so they explored the compass imagery. As Will continued refining this logo, the decision to move forward with a blueprint style font came into focus. The final imagery and colors elequently helped tell the story of Roxas. Much of Boston's architecture is of red brick, represented in the purplish red hues, while the color of stone, or "building blocks" creates the gold. It's rough, and refined, elegant yet scrappy. The extending lines represent the foundational blueprint of his philosophy, while the compass represents a sense of knowing where one's from. THE SOLUTION

Report and Web Design | Visual Designer Groma THE CHALLENGE Groma needed an iconic, effective, and beautiful design to help them stand out in the Real Estate Development industry. As a startup, Groma faced immense competition amidst the other companies in Boston with established presence in the city. As such, Will's challenge was to help establish their presence in Boston. Their proposal for the Parcel 8 development in Roxbury was a huge undertaking, especially with it being both a living and working space. THE RESEARCH 37% 65% 39% 37% of B2B marketers use research reports for content marketing. Reader retention increases by 65% when designed well/visually appealing. Researchers spent 39% less time finding information in a document with visuals, colors and charts. THE IDEA Will's approach when contacted with the proposal to set the stage for Groma's Parcel 8 visual strategy, he thought about the audience and community. He thought about the colors and themes that make Boston so special, and so tightly knit, especially within the black community. Representing the common colors seen in Boston Architecture and landmarks was an absolute must, and showing the process from conception to completion was something he carried over from the website he designed and imagery of blueprints used throughout. In addition to the report design, he also created a presentation design, financial breakdown document, and Groma's first website. The entire campaign Will was responsible for consisted of a website landing page, report design, AND a presentation design. As such, there needed to be elements tying them all together to show brand cohesion and a commitment to staying true to Boston's essence and charm. THE SOLUTION

Brand Identity | Visual Designer Lightning Rider Pictures THE CHALLENGE David Hayter contacted will for a brand identity after David made a guest appearance on Will's podcast. David wanted something iconoclastic, inclusive, and badass, that spoke to the highly creative products his company produced, while also giving a touch of 80s flare. THE RESEARCH 75% 42% 60% 75% of people recognize a brand by its logo. 42% of consumers believe a logo effectively communicates a brand's personality. 60% of consumers will avoid a brand with a logo they find odd, ugly, or unappealing. THE IDEA David wanted something iconoclastic, inclusive, and badass. He fell in love with the idea of the logo encompassing the director's viewfinder and of representing fast, forward movement. The final logo touched on all aspects of the look and feel for this brand. This logo encompasses the director's viewfinder and the electric, striking imagery that ensues in his work. THE SOLUTION

Brand Identity & Mobile App Design | Visual Designer GoAllIn THE CHALLENGE Content creation is hard, but figuring out a plan of action shouldn't be. Due to the complexity of translating data, GoAllIn's challenge was to take the guesswork out of content creation, and give users the tools to be at their best, all while providing a goal oriented approach to growth on all platforms. THE RESEARCH 67% 54% 25% A Majority (67%) of content creators surveyed said they were unhappy with the information available to them for analyzing their data. Roughly half (54%) said this was due to complexity of understanding what those metrics mean and how it applies to them. Only 25% say they're checking their metrics at least once a week. THE IDEA Will knew that GoAllIn needed to have strong visual indicators as to the goal orientation of this product, and an icon that can be used as a standalone image to represent the brand. Additionally, a user-centric approach was paramount to ensuring long term success and ease of use for the app. Will explored data visualization, site-mapping, wireframing, and overall composition. He also led in all things visual design for this product. The overall thematic objective was to explore the wonders and whimisical side of content creation. Given the research and info available to him, Will set out to clearly define and wireframe pages, exploring every opportunity make the experience easy and seamless for users. As such, the most impactful page is the home page. Here, users can get a snapshot of how they're performing up against their goals, view upcoming game releases based on their interest, learn more about premium features, and check in to their in-app messages and notifications. THE SOLUTION

Fan Art /portfolio-lightboxes/andy-vs-guy Illustrator Digital Art x

GoAllIN /portfolio-lightboxes/fine-art Visual Designer Brand Identity and UX Design x

Black Oni /portfolio-lightboxes/trintek Owner, Graphic & Visual Designer, & Illustrator Brand Identity, Website design, Merchandise Design, & Marketing Package x

Cred /portfolio-lightboxes/willie-beans Graphic Designer Brand Identity x

Teaching Policy Fellowship /portfolio-lightboxes/wadadli-naturals Graphic Designer Rebrand Identity x