Direct Travel
Senior Graphic Designer
(LEF) Ladue Education Foundation brings educational opportunities to the students and staff of the Ladue School District. An impactful brand was created to reflect LEF's remarkable dedication to the success of the district and their innovative approach to philanthropy. The Ladue Education Foundation tagline is “Above and Beyond for All Students.” The visual brand expresses this message of transformation and opportunity with the symbolism of a butterfly breaking through implied bracket lines.
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The brackets are a container for the Ladue Education Foundation logotype which conveys LEF’s role as a support system for the staff, alumni, and students that make up the Ladue Schools community. The brackets act as a graphic motif that represent what is special about LEF – that they support the district with resources and stay with the district as a support system. The organic, monoline flying butterfly references the original LEF logo while incorporating a modern, minimalist approach.
Avenir
Senior Graphic Designer
Avenir embodies "The North Star" archetype in the corporate travel industry, guiding travelers and travel managers with unwavering precision and excellence. Like the North Star, Avenir is a steadfast beacon of direction, innovation, and reliability, illuminating the path to seamless and exceptional travel experiences.
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​As The North Star archetype, Avenir lights the way in corporate travel, offering reliable guidance, inspiring innovation, and steadfast leadership. With Avenir as your guiding star, navigate the complexities of corporate travel with confidence, knowing you are supported by a brand that shines with clarity, excellence, and a commitment to collaborative advancement.
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The visual identity for Avenir and Direct Travel is designed to reflect innovation, trust, and a future-forward approach to business travel. As a senior graphic designer, my strategy has been to ensure that the visuals align seamlessly with the brand's core values while appealing to a sophisticated, professional audience.
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Avenir Visual Identity
Avenir embodies innovation and cutting-edge technology in travel. The design approach focuses on a clean, modern aesthetic that leverages:
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Minimalist Design: Simple, streamlined layouts with a focus on white space and clarity.
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Bold Typography: Strong, sans-serif typefaces that convey confidence and forward-thinking.
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Futuristic Elements: Subtle gradients, abstract geometric patterns, and dynamic motion graphics to symbolize progress and connectivity.
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Color Palette: Sleek, high-tech hues like deep navy, purple, and vibrant accents for energy and innovation.​
Direct Travel Visual Identity
Direct Travel’s visuals emphasize professionalism, reliability, and a personalized touch. The identity incorporates:
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Timeless Design: Balanced, structured layouts with a focus on functionality and elegance.
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Warm Visuals: Photography and graphics that highlight relationships, experiences, and the human side of travel.
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Brand Cohesion: Consistent use of logo, colors, and typography to reinforce recognition across all platforms.
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Strategic Adaptability: Tailored assets for various audiences, from corporate presentations to leisure-focused marketing campaigns.​
Collaborative Integration
As a designer, I’ve prioritized cohesion across these brands by maintaining a unified design language while ensuring each retains its distinct voice. By creating flexible templates, detailed brand guidelines, and innovative assets, the identity continues to evolve to meet the needs of our dynamic industry.
This strategy not only elevates the brands’ image but also strengthens their storytelling and market position.
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