Article + Client Projects
July 2024
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KitchenAid – Packaging Design System
Client Project
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KitchenAid – Packaging Design System
We were hired by KitchenAid to collaborate with their team of designers, engineers, photographers, and food stylists to define, develop, and design innovative packaging concepts for their award winning appliance products.
When KitchenAid approached me, they weren’t just looking to refresh their packaging—they were looking to reimagine how their iconic products could better connect to consumers, stand out on store shelves alongside competing brands, and reflect the modern, design-forward brand they had become. At the same time, they wanted to ensure that any evolution stayed rooted in the heritage that made KitchenAid a household name—especially with their globally recognized stand mixer.
Building on research and consumer insights from the first phase, we developed a clear design strategy to guide multiple packaging concepts—showcasing KitchenAid’s products as innovative, high-quality, and reinforcing the brand’s position as a leader in kitchen appliances.
When we audited the existing packaging, it became evident that it no longer reflected the expectations of today’s consumers or the evolution of KitchenAid’s products. In a market moving toward bold simplicity, clean visual storytelling, and modern minimalism, the packaging appeared dark, cluttered, and outdated.
The design challenge was clear—reimagine the packaging in a way that honored KitchenAid’s heritage, spoke directly to today’s consumers, and embraced a modern visual language. To support this evolution, we also conceptualized a modern iconography language and illustrative system that could seamlessly integrate across the new packaging.
Working closely with the internal KitchenAid team, we began by diving into consumer insights, packaging trends, and design systems across related industries while also bringing our own creative perspective to the process. From this research, we developed a series of concepts built on a refined visual language that combined bespoke product illustrations with photography to drive storytelling, supported by iconography, color, and typography. All of this was organized within a thoughtful packaging system that could extend across product lines and packaging sizes, reinforcing the brand while prioritizing clarity and consumer engagement.
The final result was a flexible, strategic packaging system that scaled across all products—unmistakably KitchenAid, while reinforcing the brand and putting clarity and consumer engagement at the forefront.
↑ Original KitchenAid Packaging
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KitchenAid
Kitchen Appliance Manufacturing -
Packaging Design System
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+ Branded Iconography
+ Communication Design
+ Concept Development
+ Consumer & Trend Research
+ Iconography System Design
+ Instructional Illustration
+ Photoshop & Physical Mock-ups
+ Product Research
+ Qualitative Research
Coldbreak Mark Exploration
Client Project
December 2021
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Coldbreak Mark Exploration
Though these marks where not selected by Coldbreak they laid the groundwork for refinement, ultimately leading to Coldbreak’s final brand identity.
These unselected marks where drawn from research and interviews conducted during the initial discovery phase. While they weren't ultimately chosen they served as a foundation for further refinement, contributing to the execution of Coldbreak’s brand identity. The sixth concept (bottom right) guided the direction towards Coldbreak's ultimate brand identity.
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+ Brand Identity
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+ Research
+ Concept Development
+ Sketching & Ideation
+ Illustration -
View the completed brand strategy and identity project.
Foreshadow
Client Project
December 2021
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Foreshadow
This startup developed a machine learning algorithm to preemptively identify potential threats of malicious phishing attacks. Their goal was to alert users of potential threats to their online security and privacy.
This startup developed a machine learning algorithm to preemptively identify potential threats of malicious phishing attacks. Their goal was to alert users of potential threats to their online security and privacy. With a staggering 97% of people unable to discern phishing attacks, their innovative solution aimed to bridge this critical gap in cybersecurity awareness for home use.
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+ Brand Identity
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+ Creative Direction
+ Research (competitive, consumer)
+ Concept Development
+ Sketching & Ideation
+ Iconography
+ Mockups
Twelve Days of Christmas
Client Project
November 2021
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Twelve Days of Christmas
I designed these festive Christmas invitations for my neighbor, featuring the illustration of a partridge in a pear tree by CSA Design. To make it *pop*, I incorporated gold foil. The final invitations were printed by Moo.
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+ Graphic Design
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+ Creative Direction
+ Concept Development
+ Graphic Design & Layout
+ Print Management
Become – Brand Strategy & Brand Identity
Phase I: Understand + Discovery
Phase II: Ideate + Define + Develop
Phase III: Execute + Deliver
Client Project
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Become – Brand Strategy & Brand Identity
Become engaged us to develop its brand foundation, including research, naming, messaging, and visual identity. With a mission to connect individuals, schools, and businesses through data-driven insights, the platform needed a brand that could communicate both clarity and purpose. I gathered a team of independent collaborators and partnered with stakeholders to develop and craft a complete brand design system across messaging, naming, and visual identity.
Leading my team through the planning, development, and design of the Become brand identity, I guided a comprehensive process that distilled insights from audience and stakeholder interviews to establish the foundation of the brand. This foundation defined the brand’s tone, voice, and visual direction. As the work progressed, additional research, journey mapping, exploration, brand architecture, and iterative design refined the system into a simple, meaningful, and approachable brand. The process culminated in a comprehensive set of brand guidelines.
The ‘Become’ wordmark was developed as a bespoke display typeface. Its rounded letterforms and considered spacing were intentionally designed to convey approachability and create a clean, open visual rhythm. Additionally, the ‘m’—with its stem gently nudging the ‘e’—introduces a quiet gesture of encouragement and momentum.
This simple alteration embodies the concept of 'Become' as a companion throughout one's professional journey. Additionally, this modification transforms the tense of the word from future to present, implying that individuals can embrace their current selves or evolve into something new.
“MKN Design served as a patient and adept navigator during our brand discovery expedition. His guidance enabled us to gain profound insights into our company's identity. Although the outcome was unexpected, it perfectly aligned with our aspirations. None of this would have happened without him and for that, we are very grateful.”
Ryan Montgomery
Chief Executive Officer, Union Media
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Become
Educational Tech & Test Preparation -
Brand Strategy & Brand Identity
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+ Brand Advisor
+ Brand Strategy
+ Concept Development
+ Creative Assets
+ Creative Direction
+ Naming
+ Qualitative Research
+ Visual Identity
Maggie Bandstra Studio
Client Project
March 2021
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Maggie Bandstra Studio
Maggie is a versatile artist and educator who seamlessly transitions between painting and crafting clay sculptures and pottery. Her creative endeavors are unified by a captivating exploration of themes such as nature, healing, and human connection.
The organic shapes within her logo are reflective of the forms recurrent in both her paintings and pottery creations. While her identity remains neutral, Maggie's vibrant personality permeates her work, ensuring that her art takes center stage. During the exploration phase, it became evident that Maggie required multiple logo marks to accommodate diverse applications across her artwork and to maintain a professional presence across various stamped, printed and digital platforms.
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+ Brand Identity
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+ Creative Direction
+ Qualitative Research
+ Visual Identity
+ Stationery Design
Portrait Style Evolution
Client Project + Product
March 2021
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Portrait Style Evolution
These portraits illustrations started as a self-initiated project in 2013 as a stratagem, but also to expanded my skill as an illustrator.
The project began with drawing a few of my Facebook friends and turned into a series of paid client projects for the CanUX Conference, Herman Miller, Fast Company, and IxDA. This personal initiative were simple portrait line studies and evolved to a refined style without compromising its minimalist feel. Portraits from top to bottom: Sam Bleckley, Steve Frykholm, and Hamad Al Zemami.
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Looking for a custom illustrated portrait of yourself or a group? Reach out via email for further information and details.
Hamad Al Zemami
Client Project
November 2020
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Hamad Al Zemami
I was commissioned to create a portrait of Hamad. The minimalist illustrative style began with simple lines and has since evolved with the addition of bold fills. These portraits are part of a continued series inspired by a self-promotional project I initiated in 2012, named Facebook Friends.
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+ Portrait Illustration
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+ Style Development
+ Sketching & Ideation
+ Illustration -
Looking for a custom illustrated portrait of yourself or a group? Reach out via email for further information and details.
Sidewalk Serenade
Client Project
August 2020
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Sidewalk Serenade
An invitation I designed for my neighbors, Barbara & George Gordon, who annually host a delightful tradition in our neighborhood. Every summer, they arrange for a small ensemble from the Grand Rapids Orchestra to serenade us in their front yard. The cards I created featured a touch of elegance with flashes of gold foil, adding a touch of bling, bling to the invitation.
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+ Graphic Design
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+ Creative Direction
+ Graphic Design
+ Print Management
ITHAKA S+R, Brand Collateral Design System
Client Project
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ITHAKA S+R, Brand Collateral Design System
ITHAKA S+R, an organization that conducts research and provides strategic guidance to help the academic community navigate economic and technological change, needed a unified design system for all their communication materials. They hired us to modernize their system by creating an accessible, brand-compliant design that could be easily updated and maintained by their team.
A key requirement was enabling staff to create or update all redesigned materials. Our research identified Google Workspace (Docs, Slides, and Sheets) as the optimal platform for implementation. The resulting design system follows Ithaka’s brand guidelines, incorporates accessibility considerations—including color blindness and visual impairments—and provides clear, distinct visual cues for different document types such as case studies, issue briefs, research reports, and unpublished reports.
Through iterative design explorations, we delivered a unified system that gives Ithaka’s educational research materials and presentations a consistent, distinctive, and accessible visual identity.
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ITHAKA S+R
Research & Consulting Services -
+ Design System
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+ Concept Development
+ Creative Assets
+ Illustration
+ Infographic Design
+ Qualitative Research
+ Visual Identity
3DC19
Client Project
April 2020
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3DC19
During the 2020 pandemic, 3DC19 emerged as a response to the heightened demand for PPE among frontline workers. This initiative was prompted by disruptions in the supply chain caused by the U.S. stay-at-home order.
To tackle this challenge, a group of makers, creators, and volunteers based in West Michigan collaborated to print 3D face shields, ear savers and more. This collaborative effort brought together individuals with a shared objective to address the pressing need for protective equipment.
In this collaboration, my role involved assisting the 3DC19 team in crafting a logo, icons, and brand guidelines to enhance their visibility within their communities and on social media platforms. The group and I contributed time, materials, and resources to manufacture PPE equipment free of charge for frontline workers.
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+ Brand Identity
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+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Iconography
Various Clients – Branded Motion Design
Client Projects
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Various Clients – Branded Motion Design
Motion design brings logos and brand marks to life, turning static visuals into dynamic elements that engage audiences and strengthen brand storytelling.
Incorporating simple, purposeful motion into a brand not only enhances its visual appeal but also creates an emotional connection with the audience when executed thoughtfully. Beyond applying simple animation to a logo or mark, motion can tell a more engaging brand story, making it easier for customers to relate to, remember, and interact with the brand. These animated elements can also be applied across digital platforms, presentations, and social media, ensuring consistency while capturing attention in a crowded visual landscape.
Looking for assistance in establishing a brand or revitalizing an existing one, contact me!
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Various Clients
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Motion & Animation Design
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+ Creative Direction
+ Concept Development
+ Illustration
+ Motion & Animated Design
KitchenAid Coffee Drip
Client Project
June 2019
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KitchenAid Coffee Drip
Renowned as a leader in kitchen product design and innovation, KitchenAid stands as one of the most recognizable brands in the industry. Within their extensive product catalog, KitchenAid offers coffee makers that seamlessly blend innovative design with precision engineering, ensuring exceptional brewing experiences tailored to both casual coffee drinkers and connoisseurs. KitchenAid enlisted my expertise to visually illustrate their latest drip coffee maker, showcasing its innovative approach to evenly saturating coffee grounds.
Drawing from my comprehension of the innovative Spiral Head feature's functionality, I created a series of sketches to depict its role in ensuring consistent water saturation of coffee grounds for optimal flavor extraction. The project progressed through various stages, from discovery to concept sketching and ideation. Incorporating diverse perspectives, we determined the most impactful approach to illustrate the idea. This resulted in a straightforward line drawing with nuanced coloring and a phantom-style technical illustration.
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+ Product Illustration
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Creative Leadership:
+ Design Direction
+ Client & Project Management
+ Research
Design Execution:
+ Concept Development
+ Design Ideation
+ Graphic Design
+ Illustration
Ancestry DNA – Visual Design System
Client Project
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Ancestry DNA – Visual Design System
We helped Ancestry DNA, a leader in genealogy and genomics, define and develop a unified visual language system for their trait products using an iterative, user-driven framework.
The initiative focused on two primary objectives: to create a cohesive system of conceptual trait illustrations that helped users explore how their genes influence physical, nutritional, and sensory traits, and to ensure the visuals remained appropriately abstract, avoiding implications of scientific precision or universal accuracy for every individual.
The project followed our user-centered, iterative process—encompassing foundational research and discovery, qualitative research, and conceptual exploration informed by user feedback. This process guided the development of a visual language that brought consistency and clarity across Ancestry’s trait products, while layering illustrations over diverse, human-centered photography to deepen storytelling.
Additionally, the product’s visual system emphasized social engagement, education, and fun—combining scientific insight with approachable design, storytelling, and custom photography to deliver an engaging and memorable user experience. Informed by the completed live visual system and user analytics, the Traits product section achieved a 75% customer satisfaction rate and a 40% take rate among users, while weekly visits across all DNA products increased by 326%.
Note: The graphic above is a coalescence of artifacts—including research, design, illustration, iconography, and photography. Together this board shaped the overall visual language for Ancestry’s digital products.
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Ancestry DNA
Biotechnology & Information Services -
Visual Design System
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+ Concept Development
+ Illustrative Storytelling
+ Product Research
+ Qualitative Research
+ Sketching & Ideation
+ Visual Identity System
Sleepy Cat
Creative Musing
January 2019
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Sleepy Cat
My goal for this small illustration and animation was to depict a simple sleeping cat while maintaining its circular shape. During the sketching and ideation phase, I created numerous variations to ensure the effectiveness of how the animation behaved.
Patagonia
Client Project
January 2019
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Patagonia
Patagonia, a renowned outdoor clothing and gear company, embodies a commitment to environmental sustainability and ethical business practices while offering high-quality products for outdoor enthusiasts. I was hired by Patagonia to create several sketches and illustrations based on their prompt, "Eat Local."
I created a range of concept sketches inspired by the "eat local" theme and collaborated with Patagonia, iterating until we achieved mutual satisfaction. From these skteched concepts, Patagonia chose a refined illustration titled "Eat Local, Watering Can," which was selected and printed on their tees.
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Illustration
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+ Concept Development
+ Sketching & Ideation
+ Illustration
Future State
Client Project
September 2018
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Future State
Future State was developed for the key stakeholders and the City of Grand Rapids, aimed to establish a council to facilitate engagement and foster connections between employers and employees within the AI economy.
The triangular mark used for Future State’s mark is derived from a segment of a square, symbolizing a map's grid system. The squares represented on a map serve as markers for finding distinct regions, such as Grand Rapids – serving as the the area where Future State resides. The sliced triangular segment of the square acts as forward momentum.
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+ Brand Identity
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+ Creative Direction
+ Concept Development
+ Sketching & Ideation
+ Graphic Design -
This project was a collaborative effort, with Kevin White.
Spectrum Health
Client Project
December 2017
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Spectrum Health
A prominent healthcare provider dedicated to delivering exceptional medical services and improving community health, Spectrum Health (now Corwell Health) plays a vital role in enhancing the well-being of individuals across various West Michigan. Working alongside a team of engineers and developers, I helped design and develop functional prototype application named My Chart.
The application catered to both new and returning patients of Spectrum Health facilities, offering features such as iPad-based check-in for hospital and doctor appointments, seamless access to medical records, and entertainment options. This endeavor required a strategic approach, including the use of personas, iterative wire-framing, and meticulous design iterations to craft a compelling and user-centric digital journey for patients.
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+ Customer Journey Storytelling
+ UX/UI Design -
+ Design Direction
+ Qualitative & Quantitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustrative Storytelling
+ User Experience -
This project was developed in collaboration with Mutually Human.
Fultonwood Type Foundry
Client Project + Product
September 2017