Breadman is a small company founded by one man passing along a family tradition of baking homemade classic breads, cookies, and sweets. I was tasked with ensuring the brand stay true to their inception and maintain a look and feel of homemade, all-natural products while still standing out amongst the competition at local farmers markets. I accomplished this by incorporating a heavy influence of swiss design practice to ensure the message was simple, yet significant. The result was a no fluff, no frills brand identity much like the company itself.
For years, having an Egg McMuffin with hash browns for brinner was something that only occurred in McDonald’s lovers sweet (and savory) dreams. In September 2015 McDonald’s turned those dreams into reality with the announcement of All Day Breakfast.
We felt that this big announcement from McDonald’s needed a supersized strategy to go along with it, and that’s why we responded to every single mention of breakfast on Twitter. From celebrity tweets to the first ever mention of McDonald’s breakfast on Twitter in 2007, we paired custom GIFs with responses. This strategy, despite the pre-announcement news leak about All Day Breakfast, kept McDonald’s at the epicenter of the conversation in real time.
Taking the conversation about All Day Breakfast one step further we created a snapchat story encouraging people to share their reactions to this monumental moment in restaurant history. People loved it, and we found McDonald’s breakfast was something people loved posting about.
Specializing in management and events in the Chicago music scene, Movers & Shakers aims to bring their talent, visibility, and professionalism to a successful level with a genuine appreciation for, above all, the music. In branding the company, the primary focus is to show the qualities of what it means to be a mover and shaker while still fitting into the space of independent music.
Versatility, Collaboration, Dedication, Eagerness
Caysh is a web app that sends pictures or videos along with the transferring of money from one person to another via debit card. This app serves as a more convenient way to gift, as there aren’t limitations to what your gift is spent on.
When establishing the brand identity two things needed to be taken into consideration: one, the fact that the app directly involves the customer’s money and therefore needs to evoke a sense trustworthiness. The other consideration is that the app’s primary purpose is gift giving, which made it necessary to elicit lighter, friendlier feelings from the design. Combining these two opposing themes of serious and fun served as a welcomed challenge in developing Caysh’s brand identity.
This is an ongoing, self-initiated project that came about from getting lost in Wikipedia articles on Olympic Games pictograms and listening to Tom Waits. The goal is to represent classic diner lingo as iconography conveying an object in it’s simplest form. All pictograms amount over 14K downloads on The Noun Project so far.
The National Peanut Board struggled with relevance on social media. We were tasked with creating a social media presence on Twitter that fostered a conversation younger audiences wanted to be part of. We accomplished this by creating the Peanut Vendor, a brand persona whose voice is simple, honest and a little salty. The Peanut Vendor speaks on behalf of the National Peanut Board on topical, influential, and conversational subjects. My role on this project was primarily art director, and I also concepted ideas for tweets as well as writing some of the copy.
Who's got two thumbs and loves peanuts? This guy. Follow if you do too.
10:29 AM - 1 Apr 2016
Anyone up for some bags?
11:00 AM - 15 Jun 2016
Today's a great day for sitting back and relaxing with a big bowl... of peanuts.
9:00 AM - 20 Apr 2016
Peanuts have always been vegan... before it was cool.
1:40 PM - 21 Jul 2016
The only match made in a bar that's stood the test of time. #NationalDrinkBeerDay
10:14 AM - 28 Sep 2016
Best Sheller #ReadABookDay
8:01 AM - 6 Sep 2016
Well I'll be sure to enjoy a Peanut Grigio. #NationalWineDay
7:00 AM - 25 May 2016
In order to parallel the brand refresh of The Libbey Glass Co. a product microsite was necessary to establish a brand presence that is strong digitally, shareable on social, and routes to online retail. That’s where the Table of Cocktails came to fruition. The website approaches the idea of cocktail recipes under the familiar lens of the periodic table of elements in a unique, expressive way while showcasing the variety of Libbey glassware available.
Howdy, I’m Tom. I spend my weekdays as a Designer and pretend copywriter at Golin. My favorite parts of my day to day are when I’m figuring out the best ways to build brands and solidify their identities across multiple mediums.
I am a fervent explorer of work outside of work, and my curiosity fuels my passion for engaging in the unique opportunities that come with being a creative.
Feel free to chat me up about anything, especially if it’s a pretentious typeface discussion, how to make a proper breakfast burrito, or why Empire Strikes Back is the best one.