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“

“I solemnly swear, I will help

change the world for the better

2 | PORTFOLIO

6 initial concepts • 3 revisions

January 2012

OVERVIEW

Branding

WILDWOOD CATERING

This was my first experience getting to build a brand from the beginning. In December of 2011, Ben Wood from the Fire and Water Restaurant group, asked if I would create the identity, website, and social media of his newest venture, an upscale catering company, WildWood Catering.

BUSINESS CARDS

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BrandDevelopment

In 2012, I was promoted at the Fire and Water restaurant group to help plan, create, and design a brand Identity for their newest concept, UMelt: A Gourmet Grilled Cheese Store.

UMelt is a Quick-Serve restaurant that sells gourmet melts, salads, and beer, made with ingredients from local farms.

Using bright colors and bold repetition of

the emblem, create a brand that is easily

memorable and appeals to the young, fun,

and playful of any age in Rhode Island.

MY CONTRIBUTION

Designing the brand icon, the television

menus, paper menus, uniforms, flyers,

and to-go boxes.

Planning and developing the website and

slogan: www.sogoodumelt.com

Managing social media platforms and creating

content and strategies focused on facilitating

local awareness and long-term growth.

Consistency with their brand, their service,

and their food are the key ingredients of

UMelt’s success so far.

• Within 4 months of opening, UMelt’s

social media presence grew by over 900

• As of October 2015: 1,700 likes on

Facebook, 473 followers on Twitter, and

894 followers on Instagram

• Umelt has Won 5 yearly readers-choice

awards since 2013, including best

sandwich shop and best lunch in

Providence

4.4 / 5 on Foodler, with 415 ratings

4.8 / 5 on Facebook with 69 reviews

4 / 5 on Yelp with 67 reviews

So good, UMELT

SOLUTION RESULTS

Aug 2012 - Sept 2015

4 | PORTFOLIO

129 Weybossett st. Providence, Rhode Island

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BrandDevelopment

So good, UMELT

6 | PORTFOLIO

To-Go Box

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Personal Experiment

“G.O.A.T.” is a popular acronym in sports and music meaning “Greatest of all Time.” In November of 2013, I re-purposed an open source Elo rating system in an attempt to settle an old and often heated internet debate:

Who is the G.O.A.T in Hip-Hop?

Upon entering the website, two hip-hop artists

are randomly displayed with one ever present

question above them: “Who’s better?”

Depending on which artist the user clicks, a

win or a loss is recorded for each artist and

saved to a PHP database allowing two new

artists enter the arena.

• Homepage

• Top 10

• Bottom 10

Unfortunately, at the time, I was not aware of the limitations of my ‘unlimited’ hosting plan. Once traffic began going to the website, every 75,000 votes would cause the site to be temporarily unavailable until the beginning of the next hour.

Data from 14 hours on November 5th, 2013:

• 367,008 page-views

• 13,593 users

• 24.48 pages / session

• 1:55 average session duration

• .07% Bounce rate.

Objective

WHO’S THE G.O.A.T?

METHOD RESULTS

November 5, 2013

8 | PORTFOLIO

Analytic Report

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WORDPRESS

FEBRUARY 2014

SRAHECDelores Walters is the Associate Director of the Southern Rhode Island Area Health Education Center. I was hired by her as an intern to design and update the SRAHEC’s page on the URI website in accordance to the University of Rhode Island’s Wordpress branding guidelines.

10 | PORTFOLIO

6 initial concepts • 3 revisions

July 2014

OVERVIEW

Design

MEANIE PANINI

After discovering my portfolio on Reddit, John Di Dio contacted me to design a logo for his new business venture: A Massachusetts based food truck that specializes in panini sandwiches; “Meanie Panini”

BUSINESS CARDS

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December 2014

OVERVIEW

Web

“8-BIT PSYCHEDELIC”

View Project

I was hired in December of 2014 to design and build a unique web experience for a future marketing plan set to roll out in Q2 of 2016.

The client asked for a website that felt retro, but not outdated and blended the aesthetics of 1960s psychedelic artwork with the style of 8-bit video games from the early 90s.

I have been given limited permision by my client to host a stripped version of the website for my portfolio.

12 | PORTFOLIO

OVERVIEW

SAILORS FOR THE SEA

”Sailors for the Sea is a leading conservation organization that engages, educates, inspires and activates the sailing and boating community toward healing the ocean.”

In February, I was contracted to update InDesign documents for the Sailors for the Sea KELP program and to design and create 100 ocean “factoids” under their new branding guideleines.

February 2015

Design

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REBRANDING

IndieWhip is a small video production company based in Providence, Rhode Island and founded by my former roommate, Brian Bruzzi.

After graduating from URI, I spent several months working as an independent contractor in their office working on client projects, leading the repositioning of their brand in the marketplace, and defining their new brand persona as a full service agency. The first step was to create more mature branding.

INDIEWHIPOVERVIEW

LOGO DESIGN

January - March 2015

The original logo was created in 2013.

For the re-design, we wanted to step away from the friendly round edges and create a semi- ambiguous symbol that felt stronger, more rigid, and more sophisticated.

14 | PORTFOLIO

After the branding was solidified, It was necessary to generate “buzz” within the community that the IndieWhip was no longer the same. To do so, I created a 2-week campaign known as “destroy IndieWhip;” where users would create and submit videos of the old IndieWhip being “destroyed” in creative ways.

* Click the image to see a compilation of submissions

DESTROY INDIEWHIP

OVERVIEW

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SHOPIFY

BEDJET

January 2015

In the last week of January, Mark Aramili, founder of the BedJet needed to overhaul his website before his product made an appearance on NBC’s Sharktank the following Tuesday. We had dozens of phone calls and emails going back and fourth into the late hours of the night up until his TV debut. Impressed by my dedication and commitment, I was rewarded with a bonus BedJet ( which - is really an amazing product. )

16 | PORTFOLIO

May 2015

Web

@SHOTBYRHYS

www.ShotbyRhys.com*

*Some photos are mildly N.S.F.W

Rhys is a photographer, video-editor, and creative in Rhode Island. For his birthday, he asked for a webpage that housed all of his social media links; allowing creative freedom for whatever I wanted to do.

So... for the website, I brought his demo reel* into After Effects and sped up the timing. Next, using image-sequencing in Photoshop, I broke the short video into 225 images.

Each scroll made by the user results in the site’s background image changing with a different frame / photo from his video.

OVERVIEW

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Digital Advertising

Grow brand awareness, gather leads, and increase product sales for a fast growing consumer service product that creates a custom quilt out of customers’ recycled t-shirts.

Hand made in the good ol’ US of A...

Increase email capture and purchase

transactions using Facebook Ads, Google

Adwords & Klaviyo by creating and managing

a 2-month digital ad campaign; built around a

single cohesive promotion and landing page.

My contribution to this team of 3 included

designing & developing a custom landing

page; co-designing the ad images, ad copy,

and email templates; and planning and

managing the funnel between the display

ads and conversion transaction.

Compared to the previous two months, the company saw:

• Overall revenue increase by 53.9% (191k)

• Homepage bounce rate decrease by 51.01%

• Pages / Session increase by 52.3% (2.96)

• Email conversions grow by 246.2% (56.8k)

• Average order increase by 99% ($49.9)

• Organic search conversions increase by 66.9% (44k)

Client Objective

SOLUTION RESULTS

May 2015 - July 2015

18 | PORTFOLIO

Analytic Report

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June 2015

OVERVIEW

Design

“SQUAB” RUGBY DESIGN

Stephen Gillissie hired me to make a design for his rugby team based off the sketch below.

20 | PORTFOLIO

Audissey is a Japanese based music-file start-up and

was the first place winner of the 2015’s Start-up Weekend

Tokyo Music competition in March. The service is aiming

to be the “iTunes of audio tutorials and project files.”

Our goal was to create several concepts that would fit

the brand persona and give visual context to the name

of the company, Audissey.

“Audio + Odyssey = Audissey”

• Ricky Peratta - Creative Partner

• Gee Diago - Client

August 2015

OVERVIEW

TEAM

Brand / Logo Development

AUDISSEY

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6 initial concepts • 3 revisions

22 | PORTFOLIO

10 initial concepts • 2 revisions

Ben Wood, owner of the Fire & Water restaurant

group, contacted me at the end of July to see if I had

interest in re-branding his oldest location, Caliente.

Caliente is a Mexican quick-serve restaurant founded

in 2005 and located at the University of Rhode Island.

The only requirement asked for the new logo was to

creatively include the Rhode Island recognized “flame”

icon that Caliente had been using since ‘05.

• Ricky Peratta - Creative Partner

OVERVIEW

TEAM

Rebranding

August 2015

CALIENTE

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24 | PORTFOLIO

OVERVIEW

Social Media

REDDIT

There’s a lot of talk on the subject of Reddit and its hatred for marketers. However, the truth is that it’s not much different than marketing on any other social platform.

Follow the simple formula: Be authentic + know your audience.

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26 | PORTFOLIO

Web

Alessio Cappelletti was in need of a website that pitched his upcoming indie film, Para La Paz, and the advan-tages it has to offer potential investors. With the help of the incredible work done by his concept artist, Josh Fee, this was a quick an enoyable project.

www.ParaLaPazfilm.com

PARA LA PAZ ( FOR PEACE... )

OVERVIEW

September 2015

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28 | PORTFOLIO

February - April 2014

OVERVIEW

Social Media

TWITTER

Ever since I signed up in 07, I’ve had a love/hate relationship with Twitter. At the beginning of 2014, I made a new account to test a few growth theories I had. Some panned out fairly well, but after a couple of months I stopped pursuing the elusive retweet; it took the fun out of having a Twitter account.

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