While Design Director at Principle, I led the creation of the brand identity and system for Southern Smoke Foundation and Festival, a nonprofit organization and annual event that provides financial and health support to people in the food and beverage industry. This pro bono project was developed through an intensive week-long off-site and executed as a month-long design sprint. The resulting identity came to life through a vibrant yet limited color palette, commissioned illustration, custom typography, and digital and in-person experiences—an inviting, energetic, and empathetic expression that echoed the ethos of the organization.
Agency: Principle
Creative Direction: Allyson Lack
Brand Design Direction: Carissa Hempton
Digital Design Direction: Elizabeth Kelley
Strategy & Writing Direction: Erin O’Connor
Account Direction: Jourdin Hendrix
Design: Drake Preston, Jackson Mahlke
Illustration: Ivan Mesaroš
Motion Design: Ivan Cortez
Web Development: KUDOS Design Collaboratory