Selected work

Marketing Campaign

Purlee

A tri-fold brochure for a plant-based ingredient supplier. Product range on one panel and a distribution map on the next, so a buyer can see what Purlee sells and how quickly it ships without picking up the phone.

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Apple Truck

A logo built for merchandise first. It had to survive embroidery and single-color print before it earned a place on screen.

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The Better Engine Coaching

A mark and style guide for a coaching practice, documented so the client could apply it consistently without coming back to ask.

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DES

A logo and van wrap for an energy contractor. The mark folds a flame, a droplet and a bolt into one shape, then scales across the rear panel so the van reads as branding from a lane away.

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Wolverine Family Dentistry

An identity and card system for a family dental practice. The style guide fixes the color values and typeface so the office can order print without a designer, and the card carries the languages spoken plus a QR code straight to booking.

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Hash Kitchen Menu

A tri-fold menu for a breakfast kitchen. Six variations on one dish, each photographed on the plate, so a first-time guest can order without asking what a Hippie Hash is.

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Roof Advance

A sales booklet for a roofing company. The four-step process gets its own spread so a homeowner can see what happens after they sign, with crew photography and warranty terms in place of stock imagery.

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Water Illustration Designs

An illustration system for a water-technology company's social posts. Two blues and one flat style, documented as a booklet so every future post looks like it came from the same hand.

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Jewish Family Services

A sponsorship tri-fold for a nonprofit's twenty-fifth year. The ask is written as a letter to previous sponsors, and the anniversary number is filled with the faces the programs serve.

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Gable Exteriors Door Hangers Design

A two-sided door hanger for an exterior remodeler. The question leads on the front and the phone number repeats on the back, so it still works whichever way it is left on the handle.

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Cakes by Rubina

A poster set for a bakery. Three colorways carrying one line each over cut-out product photography, sized to work in a shop window and as a social post from the same artwork.

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Automotive Award Ad

A self-directed concept: a single-page award ad, built to see how little could carry it. The award and the year hold the layout, the car is cut out against white, and the specification copy is kept to one block. Not client work.

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Sensitile Systems

Sample packaging for a light-transmitting surface material. The box shows the product itself on every face, with the color code on the spine so a specifier can pull the right one off a shelf.

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Aqua Bio

Trade-magazine ads for water-reclaim systems. One turns wasted water into money going down a drain; the other answers the objection buyers raise first, so each page argues a single point instead of listing features.

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Mow It Right Door Hanger Design

A door hanger for a landscaping crew. The front asks one question and gives the number, the back carries the full service list, so a neighbour who was not home still learns what the crew does.

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Van Boven

A direct-mail postcard for a menswear store in its ninety-seventh year. Sale dates, hours and the brand list on the front; the reverse announces the new website and uses a gift-card draw to get the address filled in.

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Aqua Bio Tech

A set of six technical spec sheets for water-recycling systems. Each product keeps the same grid, so an engineer comparing one system against another finds the process steps, sizing table and contact block in the same place every time.

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GoKones

Retail carton for a frozen pizza cone. The product is photographed cut open so a shopper can see the filling through the box, with net weight and barcode placed for a freezer shelf.

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Auburn Chic

A business card for a boutique founder. The wordmark runs the full height of the card in condensed caps, so the name is the first thing read even from a stack on a counter.

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Mow It Right

A vertical business card for a landscaping crew. Grass blades cut into the green so the mark reads at arm's length, with the phone number set large enough to dial off a card handed over at the kerb.

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Pennzoil

A card for a franchise oil-change shop. The full service list goes on the front so it doubles as a menu, and the back carries both the shop line and the owner's mobile.

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GreenLine Express

The full GreenLine Express stationery set. Navy and green split across folder, letterhead, card and envelope, so a secure-transport company looks the same on a delivery receipt as it does on a proposal.

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Airavata Studios

Stationery for a photographer working under the Airavata Studios name. Black and white only, with an elephant holding a camera as the mark, so the work on the wall is the only thing in the room with color in it.

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Optimum Fitness Training

The Optimum Fitness Training identity, built around offers rather than mood. Blue and yellow across a folder, letterhead and envelope, plus flyers that carry a free-trial week, a meal-plan discount and a QR code straight to sign-up.

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UpKeep Solutions

The complete Upkeep Solutions identity. Navy and amber across card, letterhead and envelope, with the property-and-hand mark holding the set together.

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UpKeep Solutions

Envelope for a property maintenance company, printed navy with the wordmark reversed out so it is readable in a stack of white mail.

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UpKeep Solutions

Letterhead for Upkeep Solutions, set with a single amber accent so a printed work order stays legible in black and white.

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UpKeep Solutions

The business card. Contact details on white, the mark on navy, sized so a property manager can read a phone number at arm's length.

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Geherin Law Group

The Geherin Law Group identity in full. Deep blue and white across folder, letterhead, envelope and cards, with a mark that reads as a G and a gavel at once.

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GreenLine Express

Letterhead for a secure transportation company. The shield sits small at the top and the contact row runs along the foot, leaving the middle clear for a letter that is usually about liability.

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5 Star Landscaping

The 5 Star Landscaping identity. A green wave cuts across folder, letterhead, envelope and cards, and CERTIFIED & INSURED is printed on the letterhead where a homeowner will actually see it.

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Geherin Law Group

Letterhead for an Ann Arbor law firm. Both partners are named across the top and the bar admissions run along the foot, because for a law firm that line is part of the credential.

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Geherin Law Group

A second letterhead variant from the same system, kept on the same grid so the firm can switch stock without the layout shifting.

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Aqua Bio Technologies

Business cards for Aqua Bio Technologies. The recycling loop is used as a full-bleed graphic on the blue face and the mark sits small on the white one, so a rep hands over either side depending on the room.

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Aqua Bio Technologies

A second card layout from the same set, holding the same grid so titles can change without a redesign.

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Core Value Contracting

Business cards for a contractor. Royal blue and gold, with the gear-and-bolt mark large enough to register when the card is handed over on a job site.

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Core Value Contracting

Letterhead for Core Value Contracting. The gear mark is blown up as a pale watermark behind the text, so an estimate on plain paper still looks branded.

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Core Value Contracting

The envelope in the set, kept white with a small mark so it reads as correspondence rather than marketing.

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Core Value Contracting

The full Core Value Contracting identity, photographed on wood. Blue, gold and white across folder, letterhead, cards and envelope, under the line INTEGRITY. SERVICE. EXCELLENCE.

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5 Star Landscaping

Business cards for a landscaping crew. Green on one side, white on the other, with the five stars of the mark carried above the wordmark.

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5 Star Landscaping

The presentation folder. Solid green with the wave and a gold hairline along the bottom edge, built to hold an estimate.

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5 Star Landscaping

The envelope, printed with the same wave so a quote arrives looking like it came from the company that cut the lawn.

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Malls Of Michigan

Business cards for Malls Of Michigan, printed red and white. The bag mark is used as a large crop on the reverse so a stack of cards reads as a pattern.

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Malls Of Michigan

A card variant from the same system, with the wordmark locked to the same position so the set stays recognizable.

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Malls Of Michigan

Stationery in the Malls Of Michigan red, kept to two colors so print stays cheap at volume.

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Malls of Michigan

The Malls Of Michigan stationery set. The folder carries a shopfloor photograph duotoned into the brand red, the reverse repeats the bag mark as a pattern, and the envelope gets a single red band.

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Geherin Law Group

Envelope and folder in the firm's blue. The mark is used small and consistently, which is what makes a legal identity feel established rather than new.

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Aqua Bio Technologies

The complete Aqua Bio identity. Blue and green across folder, letterhead, cards and envelope, with ADVANCED BIOLOGICAL WATER RESTORATION SYSTEMS carried on the folder face.

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GreenLine Express

A presentation folder in the two brand colors. The shield is embossed large and tonal on the navy face rather than printed loud, so the folder reads as considered when it is handed across a desk.

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GreenLine Express

Business cards for GreenLine Express. Navy on one face, personal details on the other, with the green lane of the shield as the only accent.

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GreenLine Express

The envelope in the set. The mark and return address sit tight to the top-left corner so nothing competes with a shipping label.

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Great Lakes Premier League

A crest for a regional soccer league. Pine trees and a waterline sit under the ball so the badge says Great Lakes without spelling it out, and it was drawn to survive embroidery on a jersey.

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Fantasy Football T&T

A club crest for a Trinidad and Tobago fantasy football league. The national flag's diagonal runs through the shield, a crown sits on top and FFTT rides a banner across the front.

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Dynamic Energy Solutions

The concept sheet for Dynamic Energy Solutions. Six routes on one page -- a bolt in a droplet, two turbine forms, a three-blade fan, a flame-bolt hybrid and a striped wordmark -- printed together so the client could choose a direction rather than approve a single guess.

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Hash Kitchen

The Hash Kitchen mark printed on a kraft takeout box. A fried egg over a skillet, flanked by a fork and knife, in one red ink because a single color on brown board is what a takeout box can actually hold.

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Happy Tails

A mark for a pet services company, shown next to the pencil stage it came from. The dog is drawn with a wagging tail and a heart in the wordmark, aimed at owners choosing on warmth rather than price.

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Sifuentes Coaching

A monogram for a running coach. The S is built from the lanes of a running track -- the construction is shown alongside the logo -- and it is applied on a training tee and on the track surface itself.

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KnoME

A mark for an HR assessment platform. Three linked person icons stand for the three audiences the tool serves and the three parts of the product, and the logo is supplied in light, dark and full-color lockups.

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Fourgiveness

A wordmark for Fourgiveness that hides the number four inside the name: the letters i and v are set in coral so FOUR reads as IV. The pair lifts out as a standalone mark for retail bags.

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MW Elite Fitness

A logo for a personal and group training studio. The initials sit between two loaded barbells so the mark reads as weight even at the size it appears on a chest print.

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One In A Million Records

An identity for a record label. The M is built from mixer faders next to a numeral 1, and the construction is spelled out under the sleeve so the joke lands.

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Upkeep Solutions

The Upkeep Solutions logo: a building held in an open hand, drawn simply enough to stamp on an invoice or a van door.

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Michigan State Premier Soccer Program

A crest for a state soccer program. The Michigan mitten sits inside the ball over a treeline, in red, white and navy, and it was tested as embroidery before it was signed off.

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Ann Arbor Track Club

An identity for a running club. A sprinting figure forms the leading A of AATC, and it was rolled out across caps, training tees and mugs, which is where a club logo actually earns its keep.

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GreenLine Express

The GreenLine Express mark: a shield with a road running through it, over the words SECURE TRANSPORTATION. The road is what separates it from every other security shield.

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Aqua Bio Technologies

The Aqua Bio mark: a droplet inside a recycling loop, which is the whole business in one shape.

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Core Value Contracting

The Core Value mark: a C drawn as a gear with a bolt through the center, which says electrical and mechanical without a word of copy.

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5 Star Landscaping

The 5 Star Landscaping logo: a star drawn as a leaf, with five small stars above the name. It works in one color on a truck door.

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Malls Of Michigan

The Malls Of Michigan mark: an M drawn inside a shopping bag, in red against charcoal type. Retail is legible in the silhouette alone.

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Geherin Law Group

A tri-fold brochure for the firm. Eight practice areas get their own icon on one panel, the awards and bar memberships fill the next, and the contact panel carries photographs of the attorneys, so a prospective client can judge fit before calling.

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Geherin Law Group

The Geherin Law Group mark. A G built from an angled block, set over CIVIL / CRIMINAL / LICENSE so the practice is legible in the logo itself.

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Upkeep Solutions

Letterhead artwork supplied in print resolution, so the client can reorder from any printer without coming back for files.

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MPI

Plant-floor photography for a metal stamper. Shot wide with a worker in frame beside the coil stock, so the scale of the material reads without a caption.

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Pro Limited

Equipment photography for a car-wash water-reclaim system, lit so the plumbing and controls stay legible rather than disappearing into a dark plant room.

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Optimum Fitness Training

In-gym photography for a training studio. Shot mid-class through the ropes, so the room reads as busy and coached rather than staged after hours.

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EZ Straw Blanket

Product photography for an erosion-control blanket, shot on graded ground with the roll held in hand. The label stays readable, which matters when the pack copy is the installation guide.

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Bio Complete

System photography for a water-recycling installation, framed to show scale next to the tanks it feeds.

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Silver Maples of Chelsea

A drone frame of a retirement community, flown to show the whole campus and its grounds in one image — the view a family cannot get from the road.

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North Quadrangle

Architectural photography of a university residence, shot from elevation so the tower and the newer wings read as one building rather than three.

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Foundry Lofts

A corner frame of a loft development, taken low enough to keep the ground-floor shopfronts and the signage in shot alongside the full height of the building.

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EVEN Hotel

Hotel exterior shot through foreground foliage, which puts the sign and the entrance at the center of a frame that would otherwise be a flat elevation and a car park.

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Jimmy John’s

A storefront frame for a franchise location, shot square to the building with a customer walking in, so the picture shows the shop open rather than empty.

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Hub Ann Arbor

A student housing tower shot from below at the corner, so fifteen floors and the leasing signage fit one frame without the building leaning.

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Graduate by Hilton

Exterior photography for a downtown hotel. Shot low against the tower with the flags and the script sign in frame, so the building is identifiable at a glance on a listing.

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Pizza House

Storefront photography for an Ann Arbor restaurant. The neon blade sign shot from below, because the sign is the landmark people give directions by.

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Towsley Village Memory Care

A memory care residence photographed from across its planting beds. Warm, low and unhurried, for families making a hard decision from a website.

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Landmark

An elevated frame of a downtown apartment block, high enough to show the full facade and still keep the awnings and shopfronts along the street.

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UofM Credit Union

A credit union branch shot square to the signage in full sun, so one frame works across every location page and map listing.

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Sheraton

A hotel exterior shot low through the grass line, which gives an ordinary roadside elevation some depth and keeps the parking out of it.

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Hyatt Place

A hotel shot from elevation across the entrance drive, so the porte-cochere, the sign and the approach all read in a single frame.

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Zoller

A manufacturer's headquarters shot from elevation, with the flags and the entrance in frame — the picture a company uses when it wants to look established.

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Aerial

Drone photography of a residential development. Flown to show the streets and the homes in one frame, with the surrounding farmland giving the buyer a sense of where it actually sits.

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Blom

A meadery storefront, framed on the window graphics and the hanging sign rather than the doorway, because the marks are what people recognize from the street.

Read more 228 Conversions

Plumbing campaign - Virginia Beach

A landing page and paid search build for a plumbing market. The layout leads with the emergency call, prices the visit and puts the estimate form above the fold, because that is the only action a burst pipe leaves room for. Shown here as a design; the brand is a placeholder, not a client.

Read more 148 Conversions

Landscaping campaign - Columbus, OH

A landing page and paid search build for a landscaping market, structured design, build, maintain so a homeowner can find the stage they are actually at. Shown here as a design; the brand is a placeholder, not a client.

Read more 471 Conversions

Plumbing campaign - Chandler, AZ

A conversion-focused landing page for a plumbing market, built around booked calls rather than traffic. Shown here as a design; the brand is a placeholder, not a client.

Read more 131 Conversions

Landscaping campaign - Marietta, GA

A landing page and paid search build for a landscaping market, split by residential and commercial inquiry so the two do not compete. Shown here as a design; the brand is a placeholder, not a client.

Read more 118 Conversions

Roofing campaign - Baltimore, MD

A landing page and paid search build for a roofing market. Warranty, insurance help and clean installs are answered on the page, because those are the three objections a roof buyer raises. Shown here as a design; the brand is a placeholder, not a client.

Read more 92 Conversions

HVAC campaign - Omaha, NE

A landing page and paid search build for an HVAC market, written for repair, replacement and installation as three separate intents. Shown here as a design; the brand is a placeholder, not a client.

Read more 182 Conversions

HVAC campaign - Chicago, IL

A landing page and paid search build for an HVAC market, built for a large metro where the same search means very different jobs. Shown here as a design; the brand is a placeholder, not a client.

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Sparrow Market

A storefront site for a Kerrytown meat market trading since 1984. The counter is photographed rather than stocked from a library, cuts are priced on the page, and the shipping band sits directly above a map with the parking rules on it -- the two things a customer checks before driving in.

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EMAG Tech

An RF engineering firm with two product lines to keep apart. Hardware and software split at the hero and stay split through the nav, with the partner and customer wall placed where a procurement lead looks for proof.

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Jevon Alexander

An artist site built around a single release. The new single leads, the streaming links sit under it, and the album player, video list and mailing-list form follow in the order a listener actually moves through them.

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MPI

A manufacturing site for a fineblanking supplier. Capability copy sits next to a process animation, the ISO and IATF marks get their own band, and the locations map answers the sourcing question before the contact form does.

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Dynamic Energy Solutions

Four unrelated home-energy services on one site. HVAC, generators, EV charging and water heaters each get a tabbed panel instead of a page of their own, so a homeowner comparing two never loses their place.

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Purlee Inc

A site for a worldwide plant-based ingredient supplier. Buyer categories come before products, the distribution centers are mapped across the US, and the certification marks close the page -- the sequence a food-industry buyer qualifies a supplier in.

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Heart & Vascular Imaging Solutions

Mobile and modular cath labs, separated into their own cards because they are different purchases. The equipment-manufacturer marks sit at the foot, where a hospital looks for them.

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Blooms Landscaping

A landscaping site that leads with finished work. Services are summarized briefly and the gallery is given the most space on the page, because for hardscape and patio work the photographs are the argument.

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M&S Steel Fabrication

Built for a structural steel fabricator and erector. The service list runs in two columns so the full scope is visible without scrolling, past projects sit directly under it, and the certifications are photographed rather than claimed.

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Being Human

A community built around cancer survivorship. The hero runs four portraits under We Laugh, We Cry, We Love and We Dream, and the founder's own words carry the mission section -- the tone the subject requires.

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Ann Arbor Carpet Cleaning

Carpet cleaning, sold by surface. Ten floor types are laid out as a grid so a caller can find their own, and the quote form sits mid-page rather than at the bottom.

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Clean Nest

Green cleaning, split four ways. Residential, commercial, window and gutter work divide at the top, an additional-services list catches everything else, and the hours sit next to the inquiry form.

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Grass Lake Sportsman Club

Built for a sportsman's club with members and visitors to serve at once. Membership is the first call to action, and the events section carries the club's own flyers beside a live calendar.

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First Congregational Church of Chelsea

A church site with two audiences. Service times and the livestream serve the congregation, while Donate and the Diaper Bank are pinned in the header for the community program, and a live calendar keeps both current without staff editing pages.

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Fusion

A dental lab working in 3D printing. The product grid is organized by appliance and material -- cobalt chrome, zirconia, RPD frameworks, titanium bars -- so a dentist can price a case from the page.

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Hash Kitchen

Built for a build-your-own breakfast bowl restaurant. Nine signature bowls are shown as a grid, the full menu follows with add-ons and prices, and the three delivery platforms get a band of their own.

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SammyOs Moving Company

A moving company site where the quote form is the hero. The service area is named in full, then moving, assembly and junk removal split into three cards, because those are three different jobs a caller rings about.

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Green Line Express

B2B secure transport for licensed cannabis facilities. The wrapped van carries the hero, and technology, compliance and security are given equal weight, since compliance is what the buyer is actually purchasing.

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Greatway Transportation

A trucking site doing two jobs at once. Driver recruitment gets three routes in at the top -- company driver, owner-operator, general employment -- and the freight, warehousing and tire services sit below for shippers.

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Aqua Bio Technologies

The Aqua Bio Technologies website. The homepage opens on a straight before-and-after -- wash water in, drinking-clear water out -- then runs testimonials, a differentiators row and a world map of where the systems are sold.

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Rack Tape

A single-product site for a magnetic rack-unit measuring tape. The wrong way and the right way are shown side by side before anything is explained, then a grid of in-use photographs answers the remaining question, and the buy control repeats through the page.

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Ashrock Fitness

Built for a personal trainer. The specialisms are listed as credentials rather than adjectives, and one long client account is given a full section of its own, because that is what converts for one-to-one coaching.

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Happy Tails Pet Services

Dog walking and pet sitting. The Fear Free certification is placed above the service cards, the visit lengths are stated, and the covered communities are named -- the three things an owner checks before inquiring.

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Trimer Technologies

Built for a polymer manufacturer. The resin's properties reduce to six icons a materials engineer can scan, and the technical claim is stated plainly under the hero instead of being buried in a datasheet.

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Terron Armstead Foundation

A youth football foundation. The camp photograph carries the hero, the board is introduced by name and face, and the media and contact sections stay short so registration remains the obvious next step.

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Optimum Fitness Training

Built for a personal training studio. The trainer's certifications are listed in full beside their portrait, six coaching services follow, and the workout videos let a prospect sample the training before booking.

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MaeMarie Wraps

An online store for handmade intention wraps. A vertical side nav keeps the collections permanently in reach, and the lookbook photography is set large because the product is worn, not spec'd.

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Airavata Studios

A photography studio, sorted by occasion. Six session types -- wedding, engagement, event, family, portrait and portfolio -- form one grid of real shoots, so a client self-selects before reading a word of copy.

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