how i work
case study: lonesome george
01. identify a problem
Design, to me, means creative problem solving. I look at the world through design-colored glasses and am constantly inspired by the things I do, see, and interact with.
For Lonesome George, I was inspired by the unfortunate reality that human activity and intervention in the environment has had a net negative impact on our planet. Animal and plant populations are disappearing 1000x faster than they have in the past 65 million years. The alcohol production industry is not innocent - beer and wine both can involve animal products in the production process. Hard liquor, however, does not, as it is sourced from plants and grains, resulting in a dramatically less negative impact on the planet.02. research & brainstorm a concept-driven solution
I dive deep into research to root my creative solution in a research- based conceptual idea.
In my research, I found the story of Lonesome George - the last known giant tortoise from the island of Pinta in the northern regions of the Galapagos Archipelago. He was considered one of the rarest creatures in the world. Pinta tortoises were over-exploited by whalers, fur sealers, and others in the 1800s, thus reducing the population to near zero.
03. build the story
Design solutions are always most successful when they have a story behind them, allowing them to connect to, and resonate with the consumer on a deeper level.
At over 100 years old, Lonesome George gained a substantial media attention, and became a conservation icon following his passing. I chose to name the brand after Lonesome George, and center the brand around the idea of honoring and respecting the environment by educating users on extinct species and donating profits to organizations working to protect currently endangered species.
04. bring it to life
Through many rounds of sketching and seemingly endless logo iterations, beginning to visualize the conceptual idea is my favorite part of the creative process.
I usually start by dumping all my ideas out onto a sketchpad, often frantically scribbling down a new logo concept or design idea as it comes to me. The end result is a visual identity for the brand, usually a frankenstein-esque combination of a handful of the sketches I started out with.
05. feedback, finalize & finish
I rely heavily on the feedback and critique of my clients and peers, and revise my design as necessary to assure that clear communication is achieved through beautiful design.
After rounds of feedback, talking, thinking, testing, editing, revising, and refining, the project nears completion. Although it can be hard to admit a project is over - I would argue they never truly are - nothing is more satisfying than seeing a project fully realized and looking back at how far it has come. The final product is a result of a thoughtful and thorough process that creatively addresses and solves the problem presented at the beginning.