GROUND CENTRAL COFFEE

Coffee Shop

Ground Central Coffee Company is a vibrant series of coffee shops located throughout New York City, designed to embody the energy, culture, and spirit of the city itself. With coffee as its heartbeat and rock and roll as its voice, each location showcases an extensive collection of vintage records that pay homage to the city’s rich history and artistic soul.

The graphics shown were created for Ground Central’s Instagram presence, with the goal of capturing the unique character of the brand and evoking the allure of NYC living. Each visual was carefully crafted through photo compositing techniques. For instance, the “Coffee Cup Bicycle” image was composed from six separate photographs, including coffee cups, coffee grounds, and coffee beans—each element cut, arranged, and layered to form the shape of a bicycle. The composition was then placed on a wooden background, with shadows and coffee splashes added to enhance depth and realism, followed by the brand’s logo. Additional graphics were developed using similar compositing methods to maintain a consistent visual identity while delivering eye-catching, imaginative content.

SOLIFORNIA

Fishing Gear Company

Solifornia Fishing Company was founded in 2015 with the vision of transforming fishing from a traditional pastime into a vibrant lifestyle and cultural movement—similar to the evolution of skateboarding. The brand’s mission is to infuse creativity, art, and elements of street culture into the sport, positioning it as a youthful, rebellious, and expressive experience.

I contributed to Solifornia’s social media presence by designing a series of visually striking graphics that align with the brand’s artistic and unconventional identity. Among them, the “Grape Fish” and “Endangered Species” designs were part of a collaborative campaign with Welch’s Energy Drink, intended to visually represent the essence of the product. These graphics used photo compositing to collage elements like grapes, purple ice, and water—symbolic of the energy drink—layered creatively onto a fish silhouette.

The “Fish Pop-Up” design was inspired by the aesthetics of a 2D pop-up book, with separate layered elements for the fish and background, all combined into a single dynamic composition. Photoshop effects were applied to the background to mimic the visual distortion of an underwater environment. Another graphic, designed as a promotional decal, emphasized sustainable fishing practices with the message of “catch and release.” This design reimagined the classic recycling symbol by replacing arrows with stylized fish, forming a circular flow to promote environmental responsibility. The project involved both illustrative and conceptual design stages, blending artistic vision with brand storytelling.

LAKELAND BANK

Financial Institution 

Social media played a key role in promoting Lakeland Bank’s products and services, while also serving as an effective platform to educate audiences on lifestyle and financial topics and highlight the bank’s internal culture. To support these efforts, I developed a variety of content, including infographics that visually communicated product features and benefits, as well as vlogs derived from blog content created by the bank’s content team. These vlogs focused on timely financial themes and practical banking tips, and were designed for distribution across both social media channels and the bank’s website. Emphasis was placed on delivering clear, concise messaging through the use of short, digestible text paired with engaging imagery and iconography to ensure accessibility and viewer engagement.