Mammoth Cave is one of the largest cave systems in North America. Located in eastern Kentucky, it draws thousands of adventure seekers annually. Other than the traditional National Park Service templates, Mammoth Cave has little to no unique branding that effectively conveys the natural adventure and wonder of the National Park or its assets. I felt that the brand should reflect the beauty of the park and unique experience it offers. Through the redesign of the logo, brand colors, brochure/map, website, posters, animated logo, and other stationery brand elements, an established brand identity for Mammoth Cave National Park was developed. The new brand captures an essence of the nature and excitement found throughout Mammoth Cave and instills visitors with passion and interest to discover its unparalleled organic beauty.
American Ad Federation: Louisville - Awarded Silver in Student Integrated Brand Identity
Hamrick Mills Identity
Hamrick Mills is one of the few textile mills left in the United States. Its importance to American textiles is crucial because most textiles are imported from other countries. This textile mill needed a serious upgrade to compete with other industries not only in America, but also around the world. It needed a fresh rebrand to gain attention and not be forgotten in this declining industry. I saw the potential in this company to gain more customers through a redesign. The new branding captures the essence of the textile industry and can draw more customers to it. Through the redesign of the logo, brand colors, website, multiple advertisements, outdoor/indoor signage, and other stationery brand elements, a better-established identity was formed for Hamrick Mills. The new brand captures a fresher more modern aesthetic for the company that will have the potential to attract more customers to use their services.
This annual catalogue for Casual Living Brands expresses the upcoming trends in the outdoor furniture world. This creative is used when meeting with big buyers such as Home Depot, Lowe’s, Costco, etc. to discuss what the looks will be in the upcoming years. Please click the Issuu link below to view the whole book design.
Denver Art Museum is one of many attractions in Denver, Colorado. This newly renovated museum became a masterpiece in itself with its breath taking architecture design. The museum attracts millions of visitors annually and needed a fresh new look to reflect the new renovations made to the building. The current branding had little interest in it and seemed a bit outdated. The museum needed to revamp its look to match the new designs of the building. The new brand effectively conveys the changes and modernization the museum is experiencing today. Inspired by the museums new architecture, I created a new logo, animated logo, website, and posters/advertisements to effectively reflect the museums aesthetic and mission. This new identity system can attract more visitors to having an overall better experience at the museum and make it that much more memorable. This new identity reflects the changes and growth happening at the museum and in the city of Denver.
Denver Art Museum Animation
Lassi is a popular traditional yogurt-based drink from the Indian subcontinent. This packaging design originated from creating a label design for a liquid substance while incorporating a specific culture. I felt a part of Indian culture could shine through this new packaging design while also keeping a modern style that differs from other packaging drink labels. I chose to create a paper label that almost folds over the top of the bottle to differ from other label designs seen on the shelf. The different flavors of Lassi are represented with a cut out of a fruit shape, as well as a hand written element to humanize it a bit more. The simple, clean typography has strong self-presence and is not busy. I incorporated a taste of India through the texture used to fill the Lassi typography. On the underside of the label you can see the colorful texture and the nutrition facts of the drink. This is easily viewed if you just pull the paper from the backside. The new packaging design reflects the fun and refreshing taste consumers get when enjoying Lassi.
The Dutch Folio essentially is an interactive print piece about Dutch designer, Tom Frencken. He is an amazing interior designer and furniture maker from The Netherlands. His style of work and talent resonated with me and inspired this Folio design. The process of this project included a great deal of research about the designer, contacting the designer and creating a clear representation of who the designer was while also incorporating my own design skills and style. This extremely interactive print design piece took a lot of strategizing in its layout while incorporating elements about the designer like timeline, description, project images/descriptions, and quotes. All of these factors had to be designed in this non-traditional three-spread design that also featured interactive elements. Many parts of this project took a lot of thought and trail and error, but effectively reflect Tom’s skills and passion for his work.
Folio designed by Samantha Morrell Photos by Tom Frencken.
Hoop Hop all started with five dollars in a hardware store. First came creating a product, Hoop Hop is a multi-player game made from a door hinge and wire. The objective of the game is to bounce the ping-pong ball into the hoop, play to 10 and compete with your friends. The Hoop Hop Identity contains product design, branding, packaging, poster and booklet design.
Zimecterin is a medication for horses to remove worms or any other parasites. This packaging design is turning a some what boring product into an exciting and intriguing product for horses. The design challenges working with restrictions within a packaging piece such as die-cuts, typography and hierarchy. With a strong shelf presence this design can interest any type of horse lover.
Lately our country has jumped straight to accusations instead of sharing opinions while the media is in danger of affirming and not informing. We, as a country, need to bring these important conversations back. This poster campaign addresses the importance of dialogue in America. Go check out #dialoguefirst on Instagram to see some more poster designs from my classmates!
This Sale Promotion video lives on social media for the Colfax collection for Blue Oak. We must always find new creative ways to promote outdoor furniture through video/GIF. Using stop motion photography while incorporating different materials for the typography to spell out “Hello Spring”
Spring Sale Animation/Video for Blue Oak Social Media Accounts.
Art Direction: Ben Balser
Swedish Sweets cookbook contains delicious classic Swedish dessert recipes. The use of typography and imagery throughout this cookbook is easy to understand and the beautiful pictures will make your mouth water!
Horse Racing Animation
This animation is inspired from Eadweard Muybridges', Horse in Motion and of course my city, where horse racing is a big part of Louisville culture My first project at animation concentrated on this for of photography because I could really learn how the horse moves and how I can incorporate it into my design. The piece was created for a very interesting class I took as an undergrad, Adventures in Design Process and Methods where we had to create a new project each week in the semester.
Kentucky Interfaith Power and Light
This team based project for a Design for Public Issues class was inspired by non profit organizations in Louisville, Ky. My group got assigned with Kentucky Interfaith Power and Light, a non-profit that brings religion and sustainability together. No matter what religion, this groups brings people together to help the environment flourish. To get the following they want they needed a little upgrade. We wanted to let their message shine with a new brand identity. My team members and I brought this non profit back to life with a fresh new identity that consists of logo, branding materials, brand standard manual, website, brochure, apparel and other stationery elements. While we all worked together to come with sketches and ideas we also each took on a specific task.
This project took home Silver in the Student Group Brand Identity at the Louisville Ad Federation Awards.