Old Design Section

RYSHU LOGO REDESIGN - THE ORB OWL TAKES FLIGHT

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Owls became a key subject of my artwork after seeing them frequently around my Atlanta home.

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2006-2019: Simmons Serta Bedding (Previously Simmons Beautyrest)

I worked closely with the internal advertising team continuously for 13 years in a freelance capacity as an Art Director, Senior Graphic Designer, Illustrator, and Occasional Photographer. In that time, I helped develop the ever-evolving visual identity of the Simmons Beautyrest Brand and its assorted lines and products, with my work often involving designing Point-of-Sale and Packaging for the Retail Environment. Every project in this section is the result of a collaboration between myself and a number of people, but I was responsible for the lead graphic design work through much of the process, and often more.

FIRST LOOKS

Beautyrest Point-of-Sale and

Package Design 2019

The brand went through a major refresh for the 2019 season and I did much of the design work for the Accessory and Mattress Packages, in addition to the "On-Bed" Point-of-Sale Materials. The new look originated from their popular luxury line, Beautyrest Black, which had a feel that was equal parts modern, sophisticated, energetic, and techy. We deconstructed that look, reducing it to its strongest elements, to create a sleek and contemporary vibe that formed the foundation for all future brand communication. For the 2019 launch we also incorporated abstract explosions of color that were taken from their BE MORE AWAKE ad campaign.

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This Pillow Bag Insert design served as the template to reference when building the more complex packages.

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This hexagonal Pillow Box used a unique die line.

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The Mattress Box was an evolution of package designs that I helped develop earlier.

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POS and Label Designs build brand interest, educate the consumer, and accentuate product aesthetics.

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QUICK TAKES

These are an assortment of projects that I worked on for Serta Simmons Bedding, typically in a lead design capacity.

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BeautySleep 2017 - POS and Label Materials for the Simmons' Affordable Line

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Beautyrest Platinum 2016 - Brochure and Pattern Design

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BEAUTYREST SILVER 2017 - VISUAL GUIDE

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These early concepts that I worked on provided inspiration to the agency that executed the photoshoot.

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Concord Creative did a beautiful job with the photography, evolving and elevating the early concepts.

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The headboards were part of a customizable display and POS system, for which I designed the graphics.

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We created this larger brochure for a demonstration kiosk that could be added to the display.

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I also did some design work on the look of the Beautyrest Black web site.

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POSTER & FLYER DESIGN

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Enigmatic Moai - Poster

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Craw•BQ - Festival Poster

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Legend of the Emerald Owl art show - Promo Materials

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Atlanta Roller Derby - Bout Posters

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The Gnarliest Movie Monsters of the 1980's art show - Promo Materials

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