Challenge: CaregiversDirect sought to revolutionize caregiving through an integrated, humanistic approach, but the brand lacked the empathy and warmth needed to speak to their audiences during times of need.
Goal: Build the brand identity and name that demonstrates the promise of 100% understanding and 100% support to both clients and caregivers.
Strategy: Defining the category as “careplanning,” relaunch the brand under the name Tandem – bridging the gap in the industry to provide balance, support, and structure across care environments.
Role: Designer
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Claudia Mark (Design Director), Matt Peters (Sr. Designer), Alessandra Pinho (Strategy Director), Andrew McCree (Account Director)
Challenge: Triad’s sub-brands have over 40 years of experience in the Behavioral Mental Health (BMH) space, however, Triad had little brand recognition and was relatively unknown to its audiences.
Goal: Create a new brand identity for Triad that harmonizes its existing portfolio of products and sub-brands, while allowing for future innovations and acquisitions.
Strategy: Position Triad as the WAZE for the BMH professional. Triad brings decades of experience educating, certifying, and supporting BMH professionals through a powerful, community-based career acceleration platform.
Role: Senior Designer
Agency: DiMassimo Goldstein
Team: Claudia Mark (Design Director), Matt Peters (Associate Design Director), Clay Langdon (Strategist), Camille Estimé (Strategist), Danielle Radutzky (Associate Brand Director)
Challenge: Ideal Image was the category leader in laser hair removal in a transaction-driven landscape. With multiple new product launches, they needed to boost consideration and drive growth at the same time.
Goal: Generate loyalty among current customers and a new class of curious beauty consumers, while establishing Ideal Image as a lifestyle brand, not a vendor of services.
Strategy: Consumers don’t want to look radically different; they just want to look like the best version of themselves. The radiant brand identity celebrates self-confidence from the inside out.
Role: Designer
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Claudia Mark (Design Director), Matt Peters (Sr. Designer), Sara Grosso (Jr. Designer), Megan Sheperd (Associate Strategy Director), Morgan Kelly (Group Account Director)
Challenge: Calculate’s brand and messaging did not fully articulate their unique and sometimes complex offerings that straddle both technology and human-based services.
Goal: Help growth companies, with disruptive business models, see how Calculate is the ideal partner to guide them through their most critical business decisions and growth stages.
Strategy: Build humanity into the brand centered around the idea: Growth powered by human intelligence.
Role: Senior Designer
Agency: DiMassimo Goldstein
Team: Claudia Mark (Design Director), Matt Peters (Associate Design Director), Ernest Chan (Art Director), Trevor Hickey (ACD/Copy), Quentin Webb (Studio Director), Clay Langdon (Strategist), Morgan Kelly (Head of Client Growth), Kyle Ortman (Sr. Brand Manager)
Challenge: Build a brand for PrimeRates that disrupts the price comparison model landscape, highlighting their proprietary offer validation technology and guarantees for qualified leads.
Goal: Assure borrowers and lenders that PrimeRates is their advocate, with a simple and personalized experience tied to an intelligent, powerful network.
Strategy: Centered around “Rates Within Reach” for anyone, the bright and sophisticated PrimeRates brand invites users to find offers approved just for them.
Role: Designer
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Claudia Mark ( Design Director), Matt Peters (Sr. Designer), Alessandra Pinho (Strategy Director), Morgan Kelly (Account Director)
Challenge: Most competing insurance carriers are legacy brands with deep pockets. Starr, a longtime player lacking name recognition, needed to communicate a consistent brand message to three distinct audiences.
Goal: Develop deep market insights into brokers and direct clients to help the B2B brand reclaim the market they created.
Strategy: Remind the world that Starr pioneered the commercial insurance industry by leveraging the brand’s history and leadership, driving recognition across multiple touchpoints.
Role: Designer
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Claudia Mark (Design Director), Matt Peters (Sr. Designer), Madhurim Gupta (Senior Brand Strategist), Nehal Harley (Brand Director)
Challenge: Adhouse, a grooming school for advertising creatives, lacked brand recognition and reputation, causing a decline in enrollment.
Goal: Rebuild the school’s relevance among their three core audiences: Referrers, Students, and the Creative Community to drive registration and buzz around the school.
Strategy: Inspired by New York’s unmistakable swagger and hunger to achieve, and the exceptional influence of Adhouse instructors, shift the identity from tired to dynamic and on-trend.
Role: Designer
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Claudia Mark (Design Director), Matt Peters (Sr. Designer), Ali Chastain (Strategist)
MoMath, a student exercise where we reconceptualized the identity for an existing museum. This identity was inspired by the is a concept of infinity, describing something without any bound.
The Dead Lecture Series, A student project where we created a lecture series comprised of deceased pioneers of the arts. I was inspired by individuals who defied tradition and walked the fine line of madness and brilliance. Those deemed a little ODD by society.
King of the Monsters
