CBRE Research issues quarterly reports spanning different service lines and markets. I created this template for the business development team's use and illustrated the submarket map that also was used as a base map in several client presentations.
Due to the sheer number of meetings brokers often attend, developing a bespoke creative solution through sleek, impactful design ensures sales professionals make the best impression every time.
Sometimes the only thing that separates a template from brand design are the deliberate touches. Branding is emotional and sometimes that amounts to a few good choices. I also don't often use wide fonts, like Novecento Sans Wide or Salaryman, because space is a common constraint and I try to economize the space I have accordingly.
I chose a bold aesthetic that included one of my favorite colors that I don't get to use that often—mustard. Instead of creating a template of trite commercial design, my choices led to creating a chic, modern identity with an organic sensibility.
The Ashleigh Group
The Ashleigh Group, an artist and event management company, plans a variety of events, concerts and occasions within the metropolitan D.C. area.
The stylized logo reflects the modern sophisticate personality and energy of the Ashleigh Group's CEO and my sister, Tammi Adair-Philson.
While the core logo is defined by the gold sunburst, a simplified version was created to make brand application more flexible.
I developed an abbreviated emblem for the Ashleigh Group that can be used in tandem with the logo or without it.
An elegant color palette, the brand colors of white, cream, indigo, gold and black play well together.
My thinking was to create a simple website layout that was easy to manage. Due to my sister's limited command of technology, it was necessary to develop a layout that didn't require much tending.
I also wrote the site copy and developed the site structure.
CBRE + Gensler
In conjunction with long-time strategic partner Gensler, CBRE threw a mixer called "Raise the Bar" to discuss the future of workplace with the managing partners of prominent D.C. law firms.
In an era of disruptive change, the future of workplace is built upon the premise of staying connected and agile. The ideation behind the branding originated from that premise.
To introduce their symbiotic relationship, the invitation features a vellum overlay that displays the geographic locations of both CBRE and Gensler by their latitude and longitude within a golden representation of the District of Columbia.
The minimalist chic aesthetic and classically elegant color scheme cleanly highlights Gensler and CBRE's strategic partnership towards business and workplace transformation.
Thought leaders like CBRE & Gensler have long evangelized that well-designed workspaces aid in propelling innovation, stimulating collaboration, optimizing productivity and building healthy cultures.
Raise the Bar's event branding helps to introduce and push that agenda forward in chic and understated way.
For a high-profile nonprofit that transforms childrens’ lives through the wishes they grant, it was necessary to craft a look and feel that capitalizes on the feeling of aspirational whimsy that is displayed so prevalently on their main site.
I used the solar system as a starting point because like the universe, every star is a wish as unique as the wisher.
I incorporated hand-drawn elements and a script font to make the contrast between 2 different weights of the serif font more impactful.
I created custom photo frames that mimicked the organic nature of thought bubbles or dreams filled with active, candid imagery that feels genuine as opposed to stocky.
Displaying diversity is essential to me when creating a look and feel that is as beautiful as it is inclusive. Yet even I don’t have complete control nor the final say in terms of picking which photos are approved.
The layout worked out on this project better than I realized because as you flip through the RFP, each section looks intentional and no section is introduced mid-page, which was purposely done.
For the banner, the final layout flowed nicely into color-blocked sections that create an hierarchy that was easy to follow.
The theme for CBRE's 2016 Americas Industrial & Logistics Conference was Evolve. Chosen as lead designer, the keynote presentation featured deep market trend analysis on the effect of e-commerce on the retail and industrial.
The new challenges that retailers and industrial face are forcing them to rethink their strategies and evolve to satisfy customer expectations as mobile shopping increases.
The stark reality of the sheer injustice vulnerable communities face in developing countries is disquieting. In contrast, I focused on visualizing stories of renewal and strength from the survivors that the client serves, supported by bold colors, pixel-perfect line icons, and clean graphics.
Human Rights Organization Pitch Deck
Human Rights Organization Pitch Deck
Health Research Organization
Centered on living well and feeling your best, this health & research advocacy proposal boasts a minimalist aesthetic with a vibrant color palette.
National Geographic Email Design Refresh
National Geographic wanted to refresh and reboot the design of National Geographic Bee and NatGeo LIVE email marketing.
Because the LIVE events and the Bee are geared towards school-age children, National Geographic wanted an kid-friendly aesthetic that departed from the primary brand's aesthetic.
I took a pared-down approach with hints of bold iconography, clean lines + color blocking to reinforce the hierarchy revealed in a meticulously organized layout.
Storey Park Branding
Storey Park is a mixed-use project with 712,000 square feet of hotel, residential and retail development. I was slated to develop new branding for the project, but the pursuit was discontinued in the early stages.
There were four concepts I based my treatments on: At the Center of Culture & Progress, Geometric Elegance, Modern Sophisticate and Stacking Floors Meet Retail Emphasis. Each concept had 2-3 different logo treatments.
The concept featured here is dubbed "Geometric Elegance" because it mimicks the planes in the modern facade of Storey Park Flats, the multi-family extension of the project.
The concept of "At the Center of Culture and Progress" speaks to Storey Park's location desirability at the heart of the city. From Union Station to Union Market, NOMA is the hip, emerging neighborhood that Storey Park will soon call home.
The world’s largest packaged-food company recently relocated their headquarters to Northern Virginia last year. CBRE's winning proposal was to oversee the move management process and provide real estate planning services.
Due to the confidential nature of a corporate move of this magnitude, all branding identifiers were removed from this proposal.
The client's branding includes a color palette as diverse and vibrant as its portfolio of popular food and beverage products.
I utilized a "periodic table of elements" approach towards indicating the various sections within the proposal.
Color is used to reinforce the hierarchy and break up the content.
The clean simplicity of the graphics, ribbon headers and an elegant layout with alternating monochromatic pages aids in punctuating the content and evoking personality in a minimal way.
pitchLOVE provides mentorship and pitch advice for entrepreneurs and early-stage businesses. I created the identity design for pitchLOVE and the first prototype of the launch page.
I crafted pitchLOVE to evoke the feelings of approachability, boldness, progressive ideals and stability. The heart symbol intersects the letter O in “LOVE” exemplify community and camaraderie.
The color teal means open communication and clarity of thought. It radiates the peace, calm and tranquility of blue and the balance and growth of green with the uplifting energy of yellow.
The idea behind pitchLOVE was to create an digital experience helping everyday entrepreneurs grow their early-stage businesses through crowdsourcing advice and providing mentorship.
pitchLOVE offered a quick, easy way for founders to pitch their business or innovation idea on an online platform that acted as a marketplace for feedback and innovation marketing.
pitchLOVE was created to breed more inclusion within the startup community. Founder Maxime Paul built the app to solve the pressing problem of start-up entrepreneurs who lack the connections to make a viable prototype.
Property Marketing Overview
It's not uncommon for commercial properties to not have existing branding or merely suffer from unsuitable or dated design. This presentation truly became a bespoke project due to a fickle client.
Creativity is exercised in the risks you take. I don't usually mix two serif fonts together, but Clarendon Wide Stencil is a wonderful display font that I had to try and Domine had enough character to support it.
Coupled with stylized patterns, impactful layouts and sharp graphics, this aesthetic isn't the typical sleek and clean style that sales professionals often request. Yet this project resulted from two redesigns requested by a client who backtracked on their initial direction and didn't care for CBRE's color palette of greens nor the typical sleek and clean.
Small Business Assocation
This proposal was produced for America's leading small business organization who serve to advocate, protect and strengthen small business nationwide.
Since its early history, this small business association continues to champion the rights of small and independent business as their voice in governmental decision-making through political advocacy.
The aesthetic is based on the client's small business playbook, a report of NFIB's efforts and small business advice.
Dominated by bold typography and vibrant color, I captured the spirit of the client with a commanding use of color and impactful diamonds that frame the photography and serve as the backdrop to content pop-outs.
The contrasting use of strong colors ties everything together. To illustrate CBRE's history, I created a simple and infographic timeline of its most notable milestones.
The broken linework, energizing diamonds and prominent use of triangles leads the reader's eye throughout the document.
Created in collaboration with the talented Vogue Wilborn, a fellow designer at CBRE, this proposal reflects high-level, yet accessible clean, modern design.
Looking for Full-time & Part-time, Short-term & Long-term Freelance Off-site Roles. Contract & Remote Roles are Most Welcome. Looking to Travel up to 50% of the time. Open to Relocate to the West Coast. Represented by Aquent/Vitamin T, the Boss Group, and Onward Search.