Aimee Music

The goal for the evergreen project for AmeriCU was to create more consistency across branded items and promotional materials, and to increase brand recognition within the community. Our area has a very saturated market for banks and credit unions, so it’s important that we stand out.

Creatively, I wanted to utilize the brand guidelines already in place while enhancing the way we use them and creating a more modern, eye-catching look. On top of the colors we already use, I added in secondary colors to use for the watermark and gradient design elements. This added depth to the design and overall made it more pleasing to look at.

The designs have been very well-received internally and are currently being rolled out in the community.

Type: Branding

Company: AmeriCU Credit Union

Redesigning the Mohawk Valley Health System website involved a lot of research, including reaching out to the community users and determining what areas were most important to them as healthcare patients. I took these survey results and reorganized the site to create a more user-friendly experience. This included creating more streamlined directories, easy access buttons to high traffic pages and prominent search areas.

Aesthetically, my goal was to incorporate more of the MVHS brand style throughout the site. The previous MVHS site prominently used darker colors and small font - so I designed the new site to be brighter and more visually appealing to read with a more modern, healthcare-focused style in mind.

Type: Website Design
Company: Mohawk Valley Health System

In my role as a lead graphic designer at MVHS it is my responsibility to control the organization’s brand image, both internally and within our community. One challenge that I had found as part of the Marketing and Communications team is that, with such a large organization, it was very easy for separate departments to look past our brand standards when it came to certain advertising requests. To combat this challenge, I developed an extensive brand guideline that outlined precisely how the MVHS brand should be used down to color, font choices and design elements. The brand guideline book was designed in a specific way to showcase brand specifics. These guidelines were distributed in conjuction with an overall rebrand that included taking the brand identity already in place and enhancing it with a more modern and clean look.

Type: Brand Guidelines, Brand Identity
Company: Mohawk Valley Health System

Right now in Utica, NY is an exciting time in healthcare. With the addition of the new medical center in Downtown has come the need for extensive messaging both in the community and among employees at MVHS. It’s been very important for MVHS to constantly distribute all of the facts and figures surrounding this massive project. I developed the New Regional Medical Center Guidebook as an informative marketing piece for our efforts.

To increase recognition of Mohawk Valley Health System in the community we partnered with bike sharing program, Zagster. The bikes existed in prominent spots within the city of Utica, including the downtown area near the new regional medical center footprint. This project involved developing creative wraps for the bikes using the MVHS brand.

Type: Branding, Decal wrap
Client: Zagster
Company: Mohawk Valley Health System

The redesign project for Kinney Drugs pharmacies included a completely updated look of their weekly circular advertisements distributed to customers both in-store and by mail. I led the new design effort over the course of a month, which included creating a new design style and brand standards for the ads and other related print material. In total, the project led to a 5% increase in sales over the course of 2 months during their busiest season (holiday) and an overall well-received streamlined design and brand look.

Type: Branding, Layout Design
Client: Kinney Drugs
Company: Pinckney Hugo Group

Lance Crackers, a sub-divison of Synder's-Lance, Inc., is a well-known provider of every kid's favorite lunchtime snack - sandwich crackers. I took part in initial website design stages for the fun-loving company, focusing on a unique blend of product information and social media presence. A key point in this website design was creating a mix between a parent and child-friendly user experience, with nutrition and ingredient information being aimed at adults and fun, interactive elements aimed at children.

Type: Website Design
Client: Snyder's-Lance Inc., Lance Crackers
Company: Pinckney Hugo Group

Central New York Care Collaborative (CNYCC) is a collaboration effort of healthcare and community-based service providers dedicated to delivering the best system of care to all patients in the Central New York region. I was tasked with creating a temporary website for CNYCC, including branding elements and logo creation. This project allowed the company to establish themselves as a brand, which has since led to a permanent site with an informative and helpful user experience.

Type: Website Design, Identity, Logo Design
Client: Central New York Care Collaborative
Company: ACS, Inc.

Crouse Medical Practice, PLLC, affiliated with Crouse Hospital, is a multi-specialty healthcare provider serving the Central New York Region. For this project, I designed and developed the website in a way that allowed Crouse Medical Practice to be recognized as its own entity, while still being mindful of the Crouse brand. A unique aspect of this particular site is the physician directory, as well as the patient portal, geared toward easy information access for patient users.

Type: Website Design
Client: Crouse Medical Practice, PLLC
Company: ACS, Inc.

Victor Insurance is a subdivision of the underwriting management company Victor O. Schinnerer & Company, Inc. As the division established itself and its brand, I took part in developing the brand identity through logo concepts and development.

Type: Logo Design
Client: Victor O. Schinnerer & Company, Inc., Victor Global Insurance
Company: Pinckney Hugo Group

Project Bookends is a proposal project to build a new facility to serve as a community gathering space for events, musics, arts and lectures in Skaneateles, NY. The space would be future home to the Skaneateles Library and John D. Barrow Art Gallery as well as a new learning center. I created the identity for Project Bookends, which included logo, letterhead, business cards and an informational material used throughout the community.

Type: Identity, Logo Design, Brochure Design
Client: Project Bookends
Company: Pinckney Hugo Group

The annual Many Hearts One Home event brings in donors of all kinds for a night of auctioning, with proceeds benefiting the Ronald McDonald House Charities of Central New York. For the 15th year I designed all print materials to accompany the event, which included invitations, welcoming signage and stage backdrops.

Type: Program Design, Oversize Poster Design, Backdrop Design
Client: Ronald McDonald House Charities of Central New York
Company: Pinckney Hugo Group

Bush's Baked Beans prides itself on its tasty recipes and family traditions. Much of the work I've done for Bush's is keen on upholding the company's brand standards. This ad for Good Housekeeping Magazine is no exception, showcasing one of Bush's signature chili recipes.

Type: Good Housekeeping Magazine Advertisement
Client: Bush's Baked Beans
Company: Pinckney Hugo Group

In terms of client work, Fuccillo Automotive Group is a wheel that never stops turning (no pun intended). As a designer working with the Fuccillo account, I continuously worked on numerous promotional materials, including newspapers ads and in-store signage. Included here is a monthly sales ad, congratulatory newspaper ad and mobile app business card.

Type: Poster Design, Newspaper Advertisements, Informational Business Card
Client: Fuccillo Automotive Group
Company: Pinckney Hugo Group

Seen Enough Tobacco Day is a community action day put together by the group Reality Check, focusing on promoting and encouraging a smoke-free lifestyle of teens and adults alike. For the event, I took part in creating a logo for promotion materials.

Type: Logo Design
Client: Reality Check
Company: Pinckney Hugo Group