Dark Catt Studios
My journey as a professional illustrator began with Dark Catt Studios, where I landed my first role right out of school as a concept artist intern under their art director. During this experience, I had the opportunity to work on exciting projects, including concept art for an Avatar: The Last Airbender video game, a Castlevania reboot, and a Zorro video game. This role allowed me to hone my skills and deepen my understanding of the creative process in the gaming industry.
Dark Catt Studios Interactive, the gaming and technology division of Dark Catt Studios, is committed to pushing the boundaries of interactive content. As a part of this forward-thinking team, I contributed to projects that embraced the latest advancements in gaming technology. Dark Catt Studios is dedicated to exploring the potential of augmented reality, virtual reality, and other immersive technologies, and it was a privilege to be involved in their cutting-edge work.
01
Assignment and Research
When I joined River North Gym as a graphic designer, I encountered a well-established, community-focused gym with graphics created sporadically by business and fitness-minded individuals. However, there was no cohesive visual branding unifying the gym's materials under a single theme. My first objective was to address this gap. I conducted extensive research into current market trends, competitor branding, and influences from design, fashion, marketing, cinema, and classical art. From this research, I developed a theme of "Affordable Luxury" and unified the brand with a strong, consistent color palette.
02
Rendering
Using my research and sketches, I began compiling a comprehensive branding guidelines book for both my use and that of others involved in the project. This guide detailed font settings, color codes, image types, and treatments for all collateral. The finalized branding book was presented to key stakeholders and received enthusiastic approval and positive feedback.
03
Critique
With the new branding book in place, I began by updating all existing collateral to ensure a more cohesive design while retaining the core information. This included revising printed materials such as pricing sheets, event and safety flyers, as well as information slides for TV displays, newsletters, and online platforms. The goal was to create a unified visual identity across all channels while preserving the essential content.
04
Revisions
While updating existing collateral, I also continued to create new materials to support events, campaigns, and sales needs. This included updates to the website, social media content, and the launch of a YouTube channel in response to the pandemic, which restricted physical access to the gym. These efforts ensured that our marketing remained dynamic and effective, even as the circumstances evolved.