Foundations of My Design Practice

Article
July 2025

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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 – Brand Identity

 

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

 

↓ Abbreviated Brand Guidelines
The below guidelines outline the essential elements and standards for presenting the Luminous brand accurately.

Client Project

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Luminous – Brand Identity
Luminous engaged us to elevate its master brand and portfolio, guiding the development of a comprehensive visual identity that connects the parent brand with its sub-brands, reflects its mission, and positions it distinctively in the optical market. Luminous originated from Jonas Paul Eyewear and 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.”

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.

Despite early design challenges, our shared determination and open dialogue allowed us to refine concepts until one emerged that aligned seamlessly with the brand’s vision, core audience, and markets. Achieving this alignment demanded a rigorous process, carefully balancing innovation, design, and brand consistency.

The result is a distinctive and innovative identity that thoughtfully reflects their mission and current brand offerings. It embodies quiet sophistication—illuminating rather than overwhelming—and conveys intentional brilliance balanced with confident contrast, capturing the essence of the brand.

 

  • Luminous
    Optical & Eyewear Goods

  • Brand Identity

  • + Brand Advisor
    + Concept Development
    + Creative Direction
    + Qualitative Research
    + Visual Identity

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

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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 Design System

 

Pengu

Dan

Tacibear

Poro

 

Client Project

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Riot Games – Iconography Design System
Monotype hired MKN Design to assist in leading Riot Games’ development of a custom, scalable iconography system. We oversaw iterative design, cross-team collaboration, and standards development, culminating in the delivery of an iconography library, which supports the brand’s growing product ecosystem and strengthens its visual language. Over the project’s six-month period, I co-led the effort as the icon systems specialist. My role focused on guiding, developing, and establishing standards that shaped a comprehensive toolkit of pixel-perfect icons, capturing the bold and playful spirit of Riot Games.

The goal of this project was to create a cohesive iconography system of 350+ icons that scaled seamlessly across three sizes—16, 24, and 32 pixels—while staying true to Riot Games’ brand. The system was designed to be bespoke, scalable, and unified—enhancing the user experience, reinforcing the brand’s visual language, and ensuring consistency across all Riot products.

The process involved research, iterative design, and collaboration across Monotype and Riot teams to ensure each icon met functional and aesthetic requirements. Every icon was carefully crafted to be pixel-perfect, visually cohesive, and easily recognizable at multiple sizes. This iconography system not only provides a sustainable foundation for developing future icons that align with Riot’s brand but also streamlines workflow, supports cross-product consistency, and strengthens the overall player experience.

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

Robert Ignasiak, Product & Interaction Lead, Riot Games

 

  • Monotype & Riot Games
    Video Game Software & Entertainment

  • Iconography Design System

  • + Client Liaison
    + Co-Leadership
    + Brand Advisor
    + Design Direction
    + Design Ideation
    + Iconography System Design
    + Iconography System Guidelines
    + Illustration
    + Qualitative Research
    + Visual QA & Testing

  • Learn more about the process of developing and crafting this extensive iconography set.

    → Developing a Visual Strategy for Your Brand

Exhibit A

Client Project
November 2024

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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

↑ Visual story details of the six KitchenAid brand stories. Click to enlarge photos.


← KitchenAid branded environment walkthrough video. Click to start video clip.

Client Project
October 2024

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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

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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

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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 Design System

Client Project

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FluMist® – Packaging Design System
VML hired me as a packaging specialist to create a distinctive design for AstraZeneca’s FluMist®, including physical prototypes and instructional illustrations.

Given the innovative delivery method—a single-dose nasal spray rather than a traditional needle—this project also demanded a creative approach to the visual design and unboxing experience. Our design approach was dual- focused, targeting both parents and children and included exterior and interior design considerations.

The system included a clear visual guide for administering the dose, reminder stickers, and the physical dose mechanism, all designed to work cohesively within the overall experience.

To achieve an approachable, refined, and safe feel for the design and unboxing experience, we incorporated the brand’s vibrant color palette, friendly typography, and playful illustrations. Our goal was to instill a sense of trustworthiness, friendliness, and clarity in both the exterior and interior packaging while ensuring all strict FDA packaging regulations were prominently displayed. This approach created an unboxing experience that was engaging, clear, and professional, balancing approachability and safety.

Successful packaging begins with a deep understanding of who it’s being designed for, guiding both the visual direction and overall strategy. Equally important is having the expertise to design and develop physical mock-ups, which help identify structural requirements and limitations before applying the visual design. Creating these mock-ups further strengthens the process by providing real-world insight into how the structure, materials, and design elements work together. This ensures that the visual and structural components align seamlessly with the overall design goals, especially within strict pharmaceutical guidelines.

 

  • AstraZeneca
    Pharmaceuticals & Biotechnology

  • Packaging Design System

  • + Communication Design
    + Concept Development
    + Creative Assets
    + Instructional Illustration
    + Physical Prototyping
    + Photoshop & Physical Mockups
    + Qualitative Research
    + Unboxing Experience

KitchenAid – Packaging Design System

 

Client Project

—
KitchenAid – Packaging Design System
We were hired by KitchenAid to collaborate with their team of designers, engineers, photographers, and food stylists to define, develop, and design innovative packaging concepts for their award winning appliance products.

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.

Building on research and consumer insights from the first phase, we developed a clear design strategy to guide multiple packaging concepts—showcasing KitchenAid’s products as innovative, high-quality, and reinforcing the brand’s position as a leader in kitchen appliances.

When we audited the existing packaging, it became evident that it no longer reflected the expectations of today’s consumers or the evolution of KitchenAid’s products. In a market moving toward bold simplicity, clean visual storytelling, and modern minimalism, the packaging appeared 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 modern visual language. To support this evolution, we also conceptualized a modern iconography language and illustrative system that could seamlessly integrate across the new packaging.

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 perspective to the process. From this research, we developed a series of concepts built on a refined visual language that combined bespoke product illustrations with photography to drive storytelling, supported by iconography, color, and typography. All of this was organized within a thoughtful packaging system that could extend 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 products—unmistakably KitchenAid, while reinforcing the brand and putting clarity and consumer engagement at the forefront.

↑ Original KitchenAid Packaging

 

  • KitchenAid
    Kitchen Appliance Manufacturing

  • Packaging Design System

  • + Branded Iconography
    + Communication Design
    + Concept Development
    + Consumer & Trend Research
    + Iconography System Design
    + Instructional Illustration
    + Photoshop & Physical Mock-ups
    + Product Research
    + Qualitative Research

Twelve Days of Christmas

Client Project
November 2021

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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

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