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Lumina Academy of Dance

lumina academy of dance | www.luminaacademy.com

Lumina Academy of Dance wanted to distinguish itself from other dance studios as a place where the average person could enjoy learning to dance traditional dances from around the world without the pressure that other studios place on competing.

The new brand needed to convey a sense of community and fun. Rather than use images of shoes or silhouetes of men or women dancing (which are typical in logos for dance studios) I used a bold solid font to spell the word LUMINA. By overlapping the letters and adding a small amount of negative space where

the letters overlap, the letterforms themselves create the sense of community. The organic lines displayed prominently in the letters M, I, N and A give the new logo a unique and Fun look without seeming cliche.

“Our experience working with Marty was excellent. He took us from an idea to a great finished product. He listened to our needs and ideas and put them into action. Our new identity is a just what we needed for our business!”

- Arlene Santos, Owner

School on Wheels

school on wheels | www.schoolonwheels.org

School on Wheels is a non-profit organization whose is to bring school to homeless children. The challenge with the brand is that it was designed more than a decade ago and only appeals to the group they serve and not to the audience that funds and supports the program.

The challenge was to redesign the brand to present School on Wheels as a professional organization that depends on philanthropic contributions to maintain opperations. The new brand uses simple geometric shapes to create the logo and a fun color palette that remains appropriate in a business culture.

A better use of images is also employed. Images that focus on the children rather than on the organization and its volunteers are prefered as these high-light School on Wheels as a strong organization that is reaching their goal to bring school to homeless children.

“As a non-profit, our need for a sophisticated new look was great but our budget was tight. We were very excited when Marty approached us with the idea to redesign our brand and collateral as a pro-bono project. The pay-off has been stronger fundraising and very positive feedback.”

- Catherine Meek, Director, School on Wheels

George Orwell Book Jacket

george orwell book series

The redesign of George Orwell’s book jackets does more than just give a new face to old covers. By redesigning these three books (1984, Animal Farm and Coming Up For Air) as a series, readers are introduced to a more obscure work by the author.

Each cover in the series features an image and theme that is unique to the story that it represents, but all three share the same type treatment and style. This allows for stronger visual association between the three books.

To make the books stand out they are printed on 80# cover stock meassured at 96% brightness—which is about 40% brighter than the brightness of the stock most white book jackets are printed on.

Information Design

george orwell book series

The redesign of George Orwell’s book jackets does more than just give a new face to old covers. By redesigning these three books (1984, Animal Farm and Coming Up For Air) as a series, readers are introduced to a more obscure work by the author.

Each cover in the series features an image and theme that is unique to the story that it represents, but all three share the same type treatment and style. This allows for stronger visual association between the three books.

To make the books stand out they are printed on 80# cover stock meassured at 96% brightness—which is about 40% brighter than the brightness of the stock most white book jackets are printed on.

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george orwell book series

The redesign of George Orwell’s book jackets does more than just give a new face to old covers. By redesigning these three books (1984, Animal Farm and Coming Up For Air) as a series, readers are introduced to a more obscure work by the author.

Each cover in the series features an image and theme that is unique to the story that it represents, but all three share the same type treatment and style. This allows for stronger visual association between the three books.

To make the books stand out they are printed on 80# cover stock meassured at 96% brightness—which is about 40% brighter than the brightness of the stock most white book jackets are printed on.

Publication Design: HOMEGROWN IN EAST L.A.

george orwell book series

The redesign of George Orwell’s book jackets does more than just give a new face to old covers. By redesigning these three books (1984, Animal Farm and Coming Up For Air) as a series, readers are introduced to a more obscure work by the author.

Each cover in the series features an image and theme that is unique to the story that it represents, but all three share the same type treatment and style. This allows for stronger visual association between the three books.

To make the books stand out they are printed on 80# cover stock meassured at 96% brightness—which is about 40% brighter than the brightness of the stock most white book jackets are printed on.