From 2011 to the end of 2014, I was a senior designer at Upperquad, a digital agency in SF.

Working across brand, design, and development, Upperquad produces work for clients from unthinkably large to really, really small. While there, I worked on a wide variety of projects but my focus in the studio was largely on branding.

This page presents three projects from this time that I am most proud of.

Makani: Identity Refresh

Makani is developing airborne wind turbines that are a significant alternative to conventional wind power. After being purchased by Google [x], they sought to refine and refresh their identity, without losing their heritage.

Working closely with the Makani team, I designed or improved all of their visual identity assets, including name, logo, lockups, colors, typography and diagrams. The culmination of my work was a new Brand Style Guide that outlined all of the identity materials and new document templates, and provided guidance for their consistent application.

At Upperquad, the next step was a new fully responsive website—designed by Jason Dietrick—that utilized the refined identity in telling Makani's unique story in an exciting and dynamic experience.

@Scale: Conference Identity

@Scale is a conference produced by Facebook, for engineers who build or maintain systems that are designed for scale.

The identity was focused on maintaining continuity from the previous year while developing a more distinct logo and overall visual identity. The @ symbol was redrawn into a unique square format, which in turn led to a graphic system based on concentric shapes and a feeling of growth and energy.

Within a very short timeframe, we delivered a vibrant identity and assets, and a website and signup flow based on a third party's template system. Despite not having the opportunity to design more of the actual conference experience, the identity felt vibrant, appropriate, and successful at the sold-out event.

Google PeopleDev: Logo System

In 2012, a sizable number of Google HR programs were restructured into a new single entity. By moving all of their career growth programs into a single recognizable brand, Google intended to signal it's commitment to its employees— and—to simply make it easier to make sense of the wide range of offerings.

The PeopleDev logo turns a familiar map compass into a metaphor for choosing your own career path. This symbol was implicitly recognizable to googlers as such, because of the prominent usage of the compass and blue dot in the UI of Google Maps at the time, and from the abstracted blue person embedded in the symbol. The four corporate Google colors are used as a stand-in for the larger company name.

The PeopleDev brand was used as a means for identifying the smaller programs, workshops and other resources that it contained. A disparate group of logos were consolidated into three sub-organizations with visually related icons, and a lockup system was defined that the PeopleDev name.