Foundations of My Design Practice

Article
July 2025

__
Foundations of My Design Practice
I didn’t just wake up one day and decide to become a graphic designer, or what some might call a design generalist or T-shaped designer. My path started much earlier as a kid who loved to draw and express ideas through color. That early curiosity eventually led me to study fine art, illustration, and user experience—five years of focused learning, exploration, and hands-on practice. Though these studies were instrumental in shaping how I work, I do not practice just one of these disciplines. Over time, they’ve blended into a focused approach that has taught me to observe closely, think conceptually, and design with sensitivity to the human experience.

It was from these foundational beginnings that I naturally flowed into practicing graphic design, but with a unique, visually driven, illustrative approach woven into my design work. Over time, this developed into my style and has helped me shape brands and build design materials grounded in thoughtfulness, meaning, clarity, and how people relate to and engage with them.

Not only have these foundations shaped my work, but they’ve also led to a set of guiding principles, approaches that continue to influence how I collaborate, problem-solve, and design with purpose.

These are the guiding principles I work by (in no particular order):

• Design Happens Together
• Approached with Thoughtfulness
• Design with Intention
• Acumen Equals Impact
• Crafted to Compel

  • This article expands on an later piece I wrote where I reflect on my process and why principles matter.

    → 5 Principles Behind the Process

  • The reel above is a mix of client collaborations and personal creative explorations I’ve pursued between projects. They express the breadth of my skills, my evolving style, and the passion I bring to every piece of work—whether driven by client goals or personal curiosity.

Luminous Branding

↑ Brand Development Deck
An overview of the process behind defining and executing the development of the Luminous identity.

← Abbreviated Brand Guidelines
These guidelines outline the essential elements and standards for presenting the Luminous brand accurately.

Client Project
June 2025

__
Luminous Branding
The word Luminous means "full of or giving off light.” 

Luminous originated from Jonas Paul Eyewear, a brand that was inspired by the birth of their son, Jonas, who was born with a rare eye condition. Today, Luminous serves as the holding company for Jonas Paul and several other optical brands—dedicated to, "shedding light into every corner of the optical space with eyewear that is designed, distributed, and displayed in a way that supports the greater good.”

What started as a mission to help their son Jonas has grown into a global effort to bring vision to children in need. Through their “Buy Sight, Give Sight” program, Luminous provides glasses, funding, and eye care support to children around the world.

At the time, Jonas Paul hired me to elevate its existing portfolio by designing an identity that would create space for future brands aligned with its mission. Guided by research, collaboration, and informed insights provided by the team, my primary design goals were to establish a strong identity that connects the master brand with its sub-brands, stands out in a competitive market, and reflects boldness, innovation, and meaningful impact.

Though the project faced early challenges, our shared determination and open dialogue allowed us to refine the concepts until one emerged that aligned seamlessly with their vision, core audience, and markets. The process was rigorous but ultimately fulfilling, requiring a careful balance of innovation and consistency within a hybrid brand model.

The result is innovative, distinctive, and thoughtfully aligned with their mission, as well as their current and future brands, and sub-brands. Luminous embodies a quiet sophistication—illuminating rather than overwhelming. It reflects an intentional brilliance, balanced with confident contrast to express the essence of the brand.

  • + Brand Identity Design

  • + Creative Direction
    + Research
    + Concept Development
    + Sketching and Ideation
    + Graphic Design
    + Illustration
    + Project Management

  • This project was a collaborative effort between Jonas Paul Eyewear team: Ben Harrison, Laura Harrison, Spencer Blanchard and myself. For more information about Luminous products, visit Lumionus Optical.

Corewell Health Wayfinding

↓ Process Detail: Phase III - Alternative Main Level & Parking Wayfinding

↑ Complete Three-Phase Process Development Map

↓ Process Detail: Phase II - Application & Concept Review

Client Project
May 2025

__
Corewell Health Wayfinding
This project set out to design an intuitive, user-centered wayfinding map for Corewell Health’s 25 and 35 Michigan buildings, sparked by a critical insight: patients were frequently arriving late to their appointments due to confusion about their location within the parking structures. The first point of contact for patients typically begins with an email from Corewell Health, directing them to the appropriate parking area for their appointment. From that point on, our project began to take shape—expanding on the existing wayfinding system implemented by Corewell Health to reduce stress, improve punctuality, and enhance the overall experience of navigating their campus.

In response to this challenge, the project focused on enhancing the physical navigation experience through a structured, research-driven approach. Starting with onboarding and immersion, the team worked to under-stand user needs, identify key service traits, and align it with Corewell Health exsisting brand system. Through thorough research, benchmarking, observational studies, and concept development, the project established clear design directions that reflected the organization’s vision—while emphasizing that effectively guiding patients, visitors, and staff was essential.

From initial audits to refined prototypes, the final solution resulted in a simple, effective set of wayfinding signs that clearly communicated a person’s location within the parking structure while also identifying the surrounding buildings across Corewell Health’s campus. The result was a new, human-centered wayfinding components designed not only to guide people to their destinations, but just as importantly, to help them find their way back.


  • + Wayfinding System

  • + Lead Creative & UX Director
    + Qualitative Research
    + Graphic Design
    + Illustration

  • This project was a joint endeavor with The Corewell Health Consumer Experience Team, Augusto Digital via Christy Ennis-Kloote and David Schofield.

Riot Games Iconography System

Michael played a key role in developing a strategic and refined iconography library for Riot Games. His leadership and guidance across both Monotype and Riot Games ensured seamless collaboration, aligning visual identity with brand goals through a thoughtful and systematic approach. His ability to solve complex design challenges while maintaining a keen attention to detail made a significant impact on the project’s success. Reliable, communicative, and always exceeding expectations.

Robert Ignasiak
Product & Interaction Lead, Riot Games

Client Project
February 2025

__
Riot Games Iconography System
I recently completed this 6 month iconography system project for Riot Games in collaboration with Monotype, who brought me on as a co-lead and specialist in visual icon systems. My role centered on guiding, developing, and establishing standards that shaped a comprehensive toolkit of pixel-perfect icons, capturing the bold and playful spirit of Riot Games while supporting their expanding product ecosystem.

Our goal was to create an iconography system of 350+ icons that seamlessly scaled across three sizes—16, 24, and 32 pixels—while staying true to Riot Games' brand identity. With “Player Experience First” as Riot’s core message, it was crucial to create a custom, scalable, and unified iconography system that not only enhanced the user experience and strengthened their brand’s visual language but also ensured consistency across all Riot products.

This iconography system serves as a sustainable and sound foundation for developing future icons that align with Riot’s brand.

  • + Iconography Design System

  • + Co-leadership
    + Creative Direction
    + Iconography System Rules
    + Research
    + Sketching & Ideation
    + Illustration

  • This project was a collaborative effort, bringing together expert partners from Monotype, Riot Games, and MKN Design to lead the creative direction and co-develop the iconography design alongside Monotype.

    Core Team:
    Robert Ignasiak – Riot Games
    Sascha Leifer King – Riot Games
    Junho Kim – Riot Games
    Terrance Weinzierl – Monotype
    Jorden Bell – Monotype
    Michael Nÿkamp - MKN Design
    __
    Thank you to the entire team for their dedication and effort in bringing this extensive set to life and helping create a remarkable icon system.
    __
    Note: All images used in this post are licensed through Riot Games.

Exhibit A

Client Project
November 2024

__
Exhibit A
I worked with Adrian Butler [AB] to create an illustrative Pegasus for Exhibit A—an innovative fashion and dance experience highlighting creativity and community through fashion + music.

  • + Branded Event Illustration

  • + Concept Development 
    + Sketching and Ideation
    + Graphic Design
    + Illustration

KitchenAid Branded Environment

▲ Branded environment concept based on KitchenAid’s updated brand.

 

▼ Final design integrated into branded environment

Client Project
October 2024

__
KitchenAid Branded Environment
For the second consecutive year, I partnered with Whirlpool Corporation to assist in the development of their annual Board of Directors meeting showcasing their latest and most innovative products to investors. The 2023 event spotlighted KitchenAid, and I was tasked with translating their updated brand into environmental graphics that conveyed this new direction. The visualization were carefully crafted to reflect the brand's new direction, integrating the essence of family and innovation into every element of the showroom experience.

In close collaboration with KitchenAid’s product and CMF team, I developed five distinct narratives to bring the “Do It With Me” ethos to life. Each story focused on households preparing meals in their kitchens, showcasing KitchenAid countertop appliances, cookware, and utensils in action. These individual stories were then seamlessly integrated into a larger, cohesive narrative, illustrating how KitchenAid plays a central role in bringing people together in the kitchen, helping families prepare food and create meaningful experiences.

The final installation was a seamless blend of clean, minimalist line illustrations paired with physical KitchenAid products, effectively demonstrating how the brand serves as an ‘aid’ in everyday cooking routines. The result was a *visually captivating* environment that embodied KitchenAid’s brand principles and brought their message to life.

  • + Branded Environment Design

  • + Creative Direction
    + Research
    + Concept Development 
    + Narrative Storytelling
    + Sketching and Ideation
    + Graphic Design
    + Illustration
    + Print Management

  • This project was a collaborative effort, with the KitchenAid product and CMF teams.

    Concept illustrations provided by Jody Williams.

January Series, Brand Strategy Messaging

Client Project
January 2024

__
January Series, Brand Strategy Messaging
For nearly 40 years, the January Series has inspired and informed audiences from diverse backgrounds. This free, 10-day event features a lineup of brilliant speakers, captivating topics, and thought-provoking discussions. Prominent academics, educators, artists, activists, and other experts deliver engaging lectures on a range of timely issues. Attendees can participate in person at Calvin University in Grand Rapids, Michigan, or access the series online from anywhere in the world, both live and on-demand throughout the year.

Together with freelance copywriter Adam Barr, I guided the January Series in aligning their vision with cohesive brand messaging. Through in-depth stakeholder interviews, we distilled key insights to establish a solid foundation, shaping the brand’s tone and defining its voice. As we progressed, we posed additional thoughtful questions and refined messaging through an iterative approach, resulting in comprehensive guidelines. These guidelines will support the brand in navigating, cultivating, and communicating a unified voice across all touchpoints, fostering a coherent connection with audiences, communities, and potential attendees.

  • + Brand Strategy
    + Copywriting
    + Tone of Voice

  • + Team Leadership
    + Creative Direction
    + Qualitative & Research
    + Project Management
    + User Interviews
    + Copywriting
    + Brand Messaging

  • This project was a joint endeavor with Adam Barr, freelance copywriter.

Carbon Cycle

Client Project
February 2023

__
Carbon Cycle
Creating and illustrating a carbon cycle infographic for a major producer of sustainable lumber, pulp, and paper. Our task was to clearly communicate the client's approach to combating climate change while showcasing their strong commitment to environmental sustainability.

The goal was to streamline a complex sustainability concept, making it visually captivating and ensuring the audience was able to comprehend the initiative. The final infographic was simple and friendly, conveying the client’s message of responsible environmental stewardship and dedication to a greener, more sustainable future.

  • + Infographic

  • + Research
    + Concept Development
    + Sketching & Ideation
    + Illustration
    + Design & Layout

  • This project was a collaborative effort, with Peopledesign providing Art Direction.

FluMist Packaging

Client Project
November 2022

__
FluMist Packaging
I was hired to design conceptual packaging for AstraZeneca new product, FluMist Quadrivalent. This project encompassed more than just packaging design; it also involved providing design guidance for an information packet, instructional illustrations, and physical prototypes.

Given the innovative nature of the vaccine delivery method, our design approach was dual- focused, targeting both parents and children. Consequently, we aimed to instill a sense of trustworthiness, friendliness, and clarity in the exterior and interior packaging, ensuring that all strict packaging regulations by the FDA were prominently displayed. Simultaneously, it was crucial to convey professionalism while remaining approachable. This was  accomplished by incorporating a vibrant color scheme, employing friendly typography, and fun illustrations while it was being unboxed.

  • + Package Design

  • + Qualitative Research
    + Concept Development
    + Sketching & Ideation
    + Illustration
    + Instructional Illustration
    + Physical Prototyping
    + User Experience
    + Product Mockups

  • This project was a collaborative effort, with VML providing Art Direction.

KitchenAid, Packaging an Icon

 

Client Project
August 2022

__
KitchenAid, Packaging an Icon
When KitchenAid approached me, they weren’t just looking to refresh their packaging—they were looking to reimagine how their iconic products could better connect to consumers, stand out on store shelves alongside competing brands, and reflect the modern, design-forward brand they had become. At the same time, they wanted to ensure that any evolution stayed rooted in the heritage that made KitchenAid a household name—especially with their globally recognized stand mixer.

After examining the design of their existing packaging, it became clear that the aesthetics no longer aligned with the expectations of today’s consumers. In a market shaped by bold simplicity, clean visual storytelling, and modern minimalism, the packaging felt dark, cluttered, and outdated.

The design challenge was clear—reimagine the packaging in a way that honored KitchenAid’s heritage, spoke directly to today’s consumers, and embraced a more modern visual language. Working closely with the internal KitchenAid team, we began by diving into consumer insights, packaging trends, and design systems across related industries, while also bringing our own creative sensibilities and perspective to the table. From that research, we developed a series of concepts that introduced a refined visual language—using custom iconography, simplified illustrations, and thoughtful layout systems. We explored how this new approach could be applied across product lines and packaging sizes, reinforcing the brand while prioritizing clarity and consumer engagement.

The final result was a flexible, strategic packaging system that scaled across all product tiers—unmistakably KitchenAid, while reinforcing the brand and putting clarity and consumer engagement at the forefront.

Original KitchenAid Packaging ↑

While the developed concepts were never launched due to COVID-related budget cuts, the work continues to be valuable, providing clear visual and strategic guidance for future KitchenAid packaging.

 

  • + Packaging Design

  • + Research (competitive, consumer, trend)
    + Concept Development
    + Sketching & Ideation
    + Graphic Design & Layout
    + Iconography
    + Instructional Illustrations
    + Product Illustrations
    + Mockups

  • This project was a joint endeavor involving numerous individuals from both the KitchenAid design team and external independent contractors, such as Heather Tucker and myself.

Twelve Days of Christmas

Client Project
November 2021

__
Twelve Days of Christmas
I designed these festive Christmas invitations for my neighbor, featuring the illustration of a partridge in a pear tree by CSA Design. To make it *pop*, I incorporated gold foil. The final invitations were printed by Moo.

  • + Graphic Design

  • + Creative Direction
    + Concept Development
    + Graphic Design & Layout
    + Print Management

Fast Company Portraits

Client Project
May 2021

__
Fast Company Portraits
Fast Company commissioned me to create several illustrative portraits for the Define Your Purpose, Special Edition magazine.