Smidge.

2013 marked the tenth year I had the pleasure of working on this annual report for Pinnacle West. And in as many years, I never get tired of a good annual report project. The 2013, A Future in Focus Annual Report featured blurred images that come into focus adding visual interest to the highlights and successes detailed within the CEO's letter to Shareholders.

My Role: Creative Direction & Design
This annual was created during my time at Fisher.

Red Mountain Resort is an adventure vacation resort. A place where you can clear your head and rejuvenate your soul. During a 4-day on location photoshoot, it quickly became apparent that Red Mountain needed a brand worthy of southern Utah's best kept secret.

The goal was to reposition the property from what was once known as a spa with a following that was mostly women ages 45-65, to an adventure vacation destination for men, women and couples ages 25-55. The design and tone of each item was carefully considered and the nature inspired resort emerged as endearing and adventurous with a touch of whimsy. 

Printed pieces featuring close-up, organic textures provide a striking contrast to the grand scale outdoor photos. Many of the newly designed items literally spoke to guests with clean and elegant typography. The resort restaurant, cafe and outfitters store received their own brand refresh with logos, menus and color palettes that could all live under the Red Mountain umbrella. 

Since the launch of the new look and re-energized personality, the resort has noticed an increase in male visitors as well as a marked decrease in the overall age of it's guests, a year-over-year increase in web visits and, most importantly, a steady increase in overall resort revenue.

My Role: Visual Positioning, Collateral Design, Creative Direction for Print and Digital, Photoshoot Direction, Brand Management, Naming
This project was created while working with the team at Fisher.

With a portion of every purchase of Beanevolent Coffee going towards funding education in El Salvador, this client needed a name and identity that brought the giveback component to the forefront. Beanevolent Coffee Co... Beans that Benefit. The name was a natural fit as was the golden halo that hovers above the coffee mug in the logo. Make a difference with every cup!

My Role: Creative Direction & Design
This project was created during my time at Fisher.

When the historic 80 year-old Wigwam Resort renovated their property, it gave me the opportunity to work on their rebrand. The Wigwam Arizona Resort wanted a refreshed identity that paid tribute to their Southwestern roots, but also felt fresh and modern to reflect renovations that were focused on enhancing gathering spaces on the property. A vibrant "W" flame logo gives a nod to the name and legacy of the resort while also representing fireside chats. 

My Role: Art Direction & Design
This project was created during my time at Fisher.

Desert Troon is a real estate developer with a vast portfolio that spans commercial, retail and lifestyle properties. They wanted a piece that looked high-end and felt substantial, but also gave them the flexibility to keep up with their ever-evolving portfolio. 

A brochure of the company's history is hand-sewn into the custom outer portfolio, while interior folders contain spec sheets showcasing every property. The client was thrilled with the flexibility of this new piece. They continue to use it in its entirety for large investor meetings and use the interior folders on their own when presenting only a portion of the company's assets.

My Role: Creative Direction & Design
This project was created during my time at Fisher.

A collection of logos from businesses of all sizes, local and national.

Whether you're in need of an identity that only appears on a few things or one where we create a complete brand style guide for use across various mediums and marketing materials, your logo is often times your first impression and should convey the essence of your brand. Simple. Impactful. Memorable.

Some of these logos were done during my time with Fisher, some with Campbell Fisher Design and some as freelance.

Rousseau Farming Company has grown fruits and veggies in Arizona since 1892. They wanted a friendly, farm to table feel to represent the Rousseau mission to be your local, organic, family run farmers market. 

My Role: Creative Direction & Design
This project was proposed during my time at Fisher.

The chance to work on a liquor brand was always on my designer's bucket list. Enter Vektor Vodka. Imported from Russia, 7 times distilled and made from a 15th century formula, Vektor was in need of collateral that was as luxurious, exotic and sexy as their faceted crystal bottle.

A partnership with the Phoenix Suns NBA team presented the opportunity to create environmental graphics for the launch of Bar Vektor inside US Airways Arena. A black and gold color palette with bold typography created the feeling of a luxurious yet moody, European pub.

Role: Creative Direction & Design for print and digital collateral, advertising and bar design.
This project was created while working with the team at Fisher.

During a comprehensive brand makeover for APS, the largest electric utility in Arizona, a once-dated logo was redesigned to speak to today's customer. The new logo is lit from within with it's full spectrum of color that spins towards Arizona's bright future. Rounded features and lowercase type make it friendly and approachable. 

Seen on everything from building signage to collateral pieces to advertising and outdoor to uniforms and vehicles, my role in this project was to first establish the new look, then serve as brand manager and creative director of a team that brought the new visual language to life. We meticulously addressed every item in an almost 200 page brand standards manual to ensure a unified look emerged when vendors, designers and employees alike applied the logo and new look to literally hundreds of items.

My Role: Brand Management, Creative Direction, Design
This project was created during my time at Fisher.

Meet Otto. Otto Bon Wiener to be exact. You can rest assured that while we're being creative, he's either contemplating his next mischievous move or snoozing. As Smidge mascot, he effortlessly reminds us to constantly explore, trust our instincts and always take time out for naps. 

This annual report had a concept centered (literally) around a bright idea. Miniature LED lightbulbs were custom manufactured and installed into 85,000 annual reports for Pinnacle West, the parent company to the largest electric utility in Arizona. Every 2 seconds the light would blink to illustrate the speed at which Arizona was growing and the rate at which Pinnacle West was building infrastructure to keep the lights on.

This project was particularly fun. Every detail was considered, yet the overall design was simple and understated enough to allow the blinking white light to be the star. A minimal 2-color design featured elegant typography and graphic line elements to carry the eye from page to page. 

Featured in The Black Book AR100 and Graphis Annual Reports
My Role: Design
This project was created during my time at Campbell Fisher Design

Working directly with the NBA, Adidas and the team over at Fisher we recently launched the new ash gray uniforms for the Phoenix Suns. Dubbed the "Phoenix Rising" uniform, the name was inspired by the mythical phoenix bird rising from ashes. 

Black type and numbers are singed with orange. The western PHOENIX type was hand-lettered as a modern version of the team's popular uniform from the 70s. That same 70s uniform also featured a sun graphic which we revived with the addition of rays rising up the side of the shorts. 

I was also part of the team that created the Suns newest home whites, away purple and alt orange unforms during my time at Fisher.

My Role: Creative Direction, Design, Brand Management

Pinnacle West Capital Corporation and it's subsidiaries generate, sell and deliver electricity and energy-related products and services. This year's objective was to focus on efficiency, and with a print run of 85,000 books, it had to address a diverse audience including shareholders, analysts and customers. The cover's spinning wheel speaks directly to customers, explaining simple ways to make their homes and businesses more energy efficient. Narrative pages address shareholders and analysts with bold typography and graphics that focus on Pinnacle West's corporate efficiencies.

This annual won a silver award in Graphis Annual Reports.
My Role: Creative Direction & Design
Designed during my time at Fisher.

Solstice is an exclusive destination club that offers members access to multimillion-dollar vacation properties in some of the most desirable destinations worldwide. They needed a piece that looked as high end and unique as their product.

After learning that Solstice meetings didn't typically happen at the office, but rather at exclusive social events, it became clear that the sales team needed a piece compact enough to slip into a suit coat pocket or handbag. This business card size brochure served as a promotional leave behind showcasing a few of their more popular properties and destinations. 

My Role: Art Direction & Design
This project was created during my time at Campbell Fisher Design

This card embraced the season of giving as it gave... twice. The recipient received $20 and was encouraged to re-gift. 

My Role: Concept & Creative Direction
This project was created with the team at Fisher.

Goodmans Interior Structures is the largest office furniture provider in Arizona. Their capabilities brochure needed to exude both the unique personality and modern product that was so distinctly Goodmans. 

As a family run business, when you become part of the Goodmans team you also become part of the Goodmans family. Light-hearted images of employees interacting with office furniture gave this brochure a quirky and personalized touch. 

My Role: Art Direction & Design
This project was done during my time with Campbell Fisher Design

The inaugural Vegas Grand Prix was fast, loud and charitable. The gala event featured celebrity attendees and an intimate, solo acoustic performance by Jon Bon Jovi and country singers Big & Rich. The invitation to the gala played up the concert with a CD that looked like a vinyl record and featured songs from each of the artists.

Gloss and metallic foil finishes paired with matte textured paper made this invitation exude a little flash of Vegas and a lot of sophistication for an event of this stature.

My Role: Concept, Creative Direction & Design
This project was created during my time at Campbell Fisher Design.

Every year the Phoenix Suns NBA team creates a piece for their "SixthMan Member" season ticket holders to renew their seats. When the team transitioned from paper tickets to membership cards, the new card was presented in a folder alongside a brochure that gave directions of how to use the card as well as other membership details. This particular year, the invitation to renew happened to follow the launch of a refreshed set of team logos. The back of the brochure doubled as a poster featuring the team's new look.

Silver and orange foils on rich black matte paper with a soft touch tactile surface give this piece the luxury feel it needed to establish the upscale experience that a season ticket holder enjoys.

Role: Creative Direction & Design
This project was created during my time at Fisher.

Pinnacle West Capital Corporation is the parent company to the largest electric utility in Arizona. This year's annual focused on the Momentum they've built and maintained in over 120 years of business. Images illustrated the momentum theme with strong diagonals used to draw the eye into every spread.

My Role: Creative Direction & Design
This annual was designed during my time at Fisher.