Selected Freelance Work
Brand Identity • Environmental Graphic Design
I designed temporary wayfinding signage for the opening of Ai Weiwei’s Camouflage at Four Freedoms State Park, helping guests navigate the event, many of them visiting Roosevelt Island for the first time.
I drew the olive and tan palette from the installation and took cues from familiar park signage. Large, high-contrast type made the practical information easy to spot at a glance.
Camouflage — Opening-night wayfinding
Homeostasis is a company that synthesizes battery-grade graphite from atmospheric CO2.
I used muted natural tones to suggest the environmentally friendly nature of this company.
Homeostasis refers to a self-regulating process that adjusts to maintain stability. “Balanced, but in motion” was the idea behind this logo.
The design was inspired by ripples in a pond – waves radiating and eventually resting at equilibrium. The sine wave across the middle of the logo is a self-correcting function that repeats infinitely. It lends the company a “tech” feel, which is appropriate, considering the cutting-edge technology used to extract CO2.
Homeostasis Logo
Brand identity for an AR platform. The mark abstracts three overlapping eyes in the CMYK primaries, with a colored drop shadow that mirrors the product’s kinetic energy.
Kaleidoco
Personal logo for a copywriter. I found a script typeface that read as hand-lettered rather than decorative and broke the lowercase g out of its containing circle to add dynamism.
Kristen Gaerlan
