The Work

A portfolio of not just what it looks like, but why it looks the way it does:
because good design is about results.

Restaurant Branding Dares To Be Bold

Restaurant Branding Dares To Be Bold

A good logo design makes a mark in more ways than one. Indeed, it can inspire the entire graphic energy of an entire business — in this case, one of the hottest new restaurants in Long Island, NY that exudes energy and creativity.

The hip, simple, and tasty logo fits beautifully with the sophisticated architecture outside and the chic decor inside, while providing a counterpoint to the loose graffiti-style art that graces its walls. Designed to work as effectively online in social media as it does in print, the logo takes on a whole new power when seen at a massive scale in the large illuminated windows as you enter and the mirrored “Instagram wall” when seated inside.

Most people don’t appreciate the heavy-lifting a good logo can do — from branding to marketing to interior design, large and small — it can provide the street buzz and that special “something” a business needs to stand above the rest. In this age when you never know where or in what media or...

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Logos That Come to Life

Logos That Come to Life

While a brand identity is more than just a logo, the importance of a good logo cannot be overstated. Done well, a logo not only identifies but helps define who you are and what you’re about. Placed on the simplest communication or in the smallest possible space, the logo speaks volumes.

A good logo should be simple and unique, setting you apart. It should work in all shapes, sizes, shapes, formats — encapsulating the very essence of who you are as a business — no small duty for such a little graphic. A good logo can also bring uniformity throughout the vast range of marketing materials and communications, both in digital and print.

Designing a good logo is like the design equivalent of standing on your head, chewing gum, and rubbing your tummy all at the same time! In fact, most designers agree that logos are among the most difficult of assignments. But a good logo is never produced in a vacuum — it is always done in partnership with the client to...

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Rebranding for Peak Performance


The Dorsey Group excels at maximizing performance and operational excellence — making companies more dynamic, efficient, and profitable. Their brand identity needed to do the same for them.

From logo design and brand messaging to website, mobile app, social media, brochures, sales sheets, trade show and conference exhibits — and a book, no less — their branding went from drab to fab with all the sophistication their market required. A blend of good design and carefully-crafted words, working seamlessly together to express energy and corporate sophistication, proved the perfect mix to create a cohesive brand identity that effectively communicated who they were while exciting their clients and enticing their prospects. In a word, memorable — and their business has never been busier.

By partnering with the client to not only brand their company, but communicate their vision and methodologies clearly, succinctly, and uniquely — their messaging came across loud and clear, helping them achieve their own peak performance.

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Creative Spark for Arts Organization


With an admirable 55 year history, the Huntington Arts Council’s brand identity had grown stale, lacking the good design and style an arts organization should have. For a group that had been around so long, few people knew who they were and what they did — their communications lacked consistency and served to confuse rather than provide clarity. This happens to a lot of organizations, but seems especially prevalent in the nonprofit sector where they try to fire on all cylinders with limited resources.

The council not only needed a reinvigorated visual presence, but a design and communications strategy that would bring clarity to their organization. Through good design and a cohesive visual program, from web to social media and from print to signage — a dynamic new visual strategy was put in place to excite and inform. But their new, contemporary identity would not just reintroduce them to the public, it would re-energize its staff as they propelled themselves forward. This is often an invaluable secondary benefit of a reinvigorated brand identity.


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Expressing a Brand New Emocean


The world’s largest scuba retailer needed to brand its new diving adventures division. The objective was to develop a strong, trusted brand identity through good design that connotes action, adventure, energy and excitement — and of course, water! AND it had to speak to its audience.

With the target consumer being young, fun, upscale, and active, the logo needed to capture that same dynamism. It also had to be simple, unique, and impactful — and work in all sizes, contexts, and media. This encompassed everything from retail to kiosks to promotions to the adventures themselves. The logo and branding would be applied to signage, boats, apparel, flags, websites, flyers, posters, and a host of other advertising materials.

Additional challenges included ensuring that the name “Emocean” would read quickly and seamlessly — a bit tricky when there are different ways one may read the name. The symbol and type needed to work together as well as separately. Sub-branding also needed to be thought out for the many other offerings falling under the Emocean umbrella. A slogan was...

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