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Work That Hits Before It Explains Itself.

Selected client, campaign, layout, and developed brand-system work leads the portfolio. Personal explorations and illustration remain available deeper in the archive.

Client Work

Real-world identity and design work created for paying clients, with decisions shaped by actual business needs, audiences, and applications.

Client Identity System

The Traveling Pet Sitter

A client-facing logo project built around warmth, trust, and immediate recognition. The work moves from early concept exploration into a refined identity with stronger visual control and clearer brand personality.

  • Need: a warm, trustworthy identity with quick recognition
  • Approach: explored multiple directions, then refined the strongest concept
  • Deliverables: final client logo and production-ready identity artwork

Campaign & Layout Work

Projects that show how an established message or visual direction carries across repeat communications, information-heavy layouts, and real-world print applications.

Community / Pro-Bono Event Campaign

Dudley Lions Club — Annual Car Show Campaign

A four-year series of promotional posters created for the Dudley Lions Club’s annual car-show fundraising events. Each year required a fresh visual direction while maintaining immediate event recognition, clear information hierarchy, and strong automotive character.

  • Need: promote a recurring community fundraiser while keeping each year visually fresh
  • Approach: varied composition and automotive imagery while preserving recognizable event structure
  • Deliverables: four annual public-facing print posters, 2011–2014
  • Design focus: campaign consistency, typography, hierarchy, event promotion, print production
Selected Layout & Publication Design

Webster Hall — Promotional Layout

A typography-led promotional design selected to demonstrate visual hierarchy, image-and-type integration, and layout discipline beyond identity work.

  • Focus: promotional hierarchy, typography, composition, and image integration
  • Application: poster / publication-style communication
  • Role in portfolio: layout evidence until current publication-design work is added

View more academic design work →

Brand Systems & Concepts

Speculative studies that demonstrate identity-system thinking, application across formats, and the ability to design to different audiences and brand personalities.

Speculative Brand Identity System

The Cat Lounge

An extensive cat-café and adoption-lounge identity built around a warm botanical aesthetic, a custom illustrated logo system, a controlled seven-color palette, and supporting assets designed to scale across print, web, merchandise, signage, and social applications.

Speculative Premium Identity

Studio Homes

A restrained homebuilder identity using architectural geometry and a black, white, and gold palette across signage, vehicle, stationery, and digital applications.

Speculative Brand & Packaging

Fresh Snapper

A seafood-delivery identity built around a geometric fish mark, sustainable sourcing cues, packaging applications, and a clean coastal palette.

Speculative Event Campaign

Combat Fitness Cult — Active Together

A high-energy fitness and wellness festival concept combining community, movement, lifestyle photography, and a bold orange, green, and navy visual system.

Speculative Service Brand

Junk Away

A rubbish-removal identity designed for fast recognition and strong roadside visibility, expanded across vehicle graphics, uniform, business card, typography, and alternate-logo applications.

Speculative Logo Family

Holistic Company — Mind, Body, Spirit

A coordinated three-mark logo family exploring a unified feminine silhouette, yoga-inspired poses, and scalable black, reversed, and plum applications.

Portfolio note: These concepts are displayed as speculative design studies and proposal-stage work. They are not represented as commissioned, purchased, approved, or currently used by the named businesses.

Current Brand System • 2026

Critical Graffix — Current Identity

The current system is built around the standalone CG + lightning Primary Official Icon, the separate full Hero Graphic, and a coordinated lime, cyan, chrome, graphite, and near-black visual language.

Current Brand System
Primary Official Icon, Hero Graphic, core color system, and visual hierarchy.
Primary Official Icon
The canonical compact mark for navigation, avatars, small-format applications, and core brand recognition.
Hero Graphic
The complete banner composition remains a separate promotional expression from the Primary Official Icon.
Earlier Identity Explorations — view archive
Archive • Earlier Development

Earlier Identity Explorations

These are preserved development studies and earlier identity directions. They document the path toward the current 2026 system above and are not current Critical Graffix logos or brand standards.

Fibonacci-inspired brand mark experiment.
Controlled, reduced-intensity brand direction.
Aggressive pop-culture identity treatment.
Vector cleanup and production-readiness study.
Logo system sheet and brand presentation.
Earlier pre-2026 final direction — superseded by the current identity system.
Early CG mark direction.
Refined CG mark direction.
Illustration & Personal Work — view secondary portfolio

Illustration & Personal Work

Controlled chaos, cinematic color, and expressive treatments across Batman and Doctor Who-inspired artwork.

Batman-inspired cinematic illustration study.
Batman-inspired color and atmosphere experiment.
Batman-inspired high-contrast graphic composition.
Batman-inspired alternate poster-style treatment.
Van Gogh-inspired “Starry TARDIS” color movement study.
Doctor Who meets Banksy-style street graffiti.
Doctor Who-inspired atmospheric science-fiction artwork.
Where Time Waits in Autumn — expressionistic Doctor Who-inspired scene.

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Brand systems, campaign work, collateral, layout, and production-ready files — built to fit the client, audience, and assignment.

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