Blue resealable bag of Ramona Heights marijuana with a mountain logo and the text 'Since 2012 Ramona Heights Northern Lights'.
Logo for Ramona Heights featuring a stylized mountain range with a sunset or sunrise background and circular motif, with text indicating California cultivated since 2012.
A small brown glass bottle with a pink dropper cap, labeled 'Ramona Highs,' standing next to a matching blue box. Both feature a mountain logo and the text 'California Cultivated Since 2012' and 'Feel Better Longer.'
Logo featuring stylized mountains and concentric circles with the text 'California Cultivated Since 2012 Ramona Heights' on a pink background with mountainous landscape.
A brown glass dropper bottle with a blue cap and dropper, next to a rectangular box, both labeled 'Ramona Highs' with mountain graphic, mountains, and text indicating cannabis or CBD product from California, established in 2012.
A brochure for Ramona High Cannabis, with an outer cover showing a mountain and sky logo, and open pages with information and images of cannabis products, in blue and red sections.
Open magazine with pages showing a website design and an advertisement for Ramona Heights cannabis strain.
Two colorful cycling caps with branded logos, one with a rainbow pattern and the other blue with yellow text
LIght-Weight Nylon Ripstop 5 Panel
We incorporated a light-weight nylon ripstop into the fabric story, using saturated brights to match the youthful, energetic color palette of the festival.
Co-Branded Bandana
Subtle co-branded dust mask / bandanas were a must have for the 2 week long music and arts festival. The bandanas sold out both weekends, and had a huge impression on social media.
Bandana Collection
We successfully incorporated the entire color palette of Coachella 2018 into the 3-piece bandana collection for sale in the exclusive Art Shop. This was an important, but seldom realized detail that alluded to the eclectic and broad spectrum of musical and artistic talent that performs at the festival.
![Coachella [x] New Era Social Campaign (Copy)](https://images.squarespace-cdn.com/content/v1/5b6ca39d1137a67a50030b11/1533855754608-QNJM3IZYP5B1D7TIUTS3/30688318_10155217329686927_7776246526845729783_n.jpg)
Coachella [x] New Era Social Campaign
We decided on a more vibrant, pastel, floral backdrop for our social campaign. The collection, although unisex, was easily adaptable to this more feminine mood and tone for these social pictures. This campaign, along with other media and marketing initiatives has helped our headwear grow 3000% since our first collection in 2014.
Three Coachella caps in pastel colors surrounded by colorful flowers on a pastel pink, blue, and green background.
Orange baseball cap with white and yellow embroidered text, surrounded by colorful artificial flowers and a butterfly, with pastel-colored background.
Consumer Experience
To make the consumer experience complete, we designed a New Era VIP lounge, and Mini-Mart to showcase the collection. To add coherency to the experience, we maintained the color palette so a color theme was noticeable from the hats, to the bandanas, to the wall color, to the social media campaign. This allowed us to grow our headwear over 200% YoY from 2017.
Logo and Branding Design
A few logos designed for branding, web, accessories, apparel, and packaging.
Pink and turquoise baseball caps featuring Miami Marlins logo, with text promoting Major League Baseball and Major League Baseball All-Star Game, set against stylized background with palm trees and clouds.
Custom-Camo Print
For our social campaign, we included the custom miami-beach / camo print which adorned part of the collection. The DPS-print had the florida pan-handle subtly placed as a dark element in the print.
Two baseball caps featuring Miami and Major League Baseball logos, with a tropical leaf background and promotional text for the Khaled Miami Vibes collection.
Logo commemorating 60 years of the Los Angeles Dodgers, 1958-2018, with red, blue, and white colors and palm trees.
Juxtaposition
For this project, I wanted to represent the rich history of the dodgers through black and white photography, and contrast that with our color graphics. I was lucky enough to be granted access to the entire stadium and field to shoot these shots we used in the background.
A Social Gathering
Capture of MLB.com Dodger page banner
Los Angeles Dodgers football-themed webpage with team logo and headlines.
Logo celebrating the 60th anniversary of the Los Angeles Dodgers, from 1958 to 2018, with palm trees on either side, set against empty stadium seats.
Dodge Dodgers logo on a sports fence, with a cityscape background in black and white, celebrating 60 years from 1958 to 2018 in Los Angeles.
A person surfing on a wave at the beach with a cloudy sky overhead and the text "I ♥ FUJI" at the bottom
A woman in a bikini standing in lush green rice fields with the sun setting behind her, overlaid with the text 'I love Fiji' and a heart-shaped logo.
Neck-Flap Legionaire
The neck-flap French Legionaire cap above was gifted to the photographers of the events, and featured a soft flexible visor with a button-up function so they could easily see through their viewfinders.
Close-up of white fabric with black outline sketches of vintage cameras, featuring a New Era logo patch.
White hat with black line drawings of various cameras printed all over.
A white boxing headgear with a red heart and a black logo, and a white cloth with black outlines of cameras and equipment.
A woman standing in a field with a surfboard, surrounded by tall grass during sunset, with overlaid text that reads 'I love Fiji' and a heart-shaped symbol.
All-Over Jumbo Conversational Print
Since Photography and the Photographers of the event was a focus for the product experience, we developed a jumbo-conversational print featuring the history of photographic devices, and the most popular one throughout history. This idea was an allusion to the changing equipment and styles of the athletes taking place in the event.
Camera Bag w/ Custom Patches
Among the product line for the events was a photographers camera bag. We included custom patches embroidered with imagery from the camera conversational print to merchandise the product for our gifting space.
A black cap with a mesh top, decorated with colorful striped trim, placed on a white mannequin head, with text and symbols including love, Cabo, and New Era logo.
Black 'I love Cabo' cap with colorful brim and mesh top, featuring white and red text and graphics.
Close-up of a black fabric item with white embroidered logos, including a stylized star shape and a New Era logo, with a multicolored striped drawstring in green and orange.
Black backpack with white mesh front and text that reads 'SUMMIT 16'.
White cap with a red heart symbol and the word 'GABO' written in black, decorative letters.
Close-up of a skateboard with a white strap that reads "Surf Summit 16". The skateboard has a multicolored pattern on the top edge, including green and orange stripes.
A white bucket hat with embroidered black and red words 'I love Cabo' and small heart and shell designs, with black trim around the brim.
White fabric with embroidery that says "I ♥ CABO" with a red heart
Street scene with historic bar called Mullany's Saloon, modern buildings, cars, and pedestrians, in daylight with a warm yellow tint.
Woodrow Wilson's House
The photos are merged together to show a tiny glimpse into the past history that people drive and walk by everyday, unaware of significance, or lack thereof. This house was the house that President Woodrow Wilson lived in before he took over the Presidency.
A street view of a tan brick house with a porch, surrounded by a black metal fence, with leafless trees and a parked black SUV, painted with a rainbow gradient overlay.
Empty street in front of a historic train station with large columns and ornate architecture, under a clear sky.
Historical photograph of a city intersection with tall old buildings, pedestrians, streetcars, and vintage cars, capturing city life in the early 20th century.
Person fishing on the beach at sunset with the sun setting behind them, casting a silhouette against the sky.
Overcast beach scene with two surfers in the water, small waves, and a cliff in the distance.
People fishing off a pier into a calm ocean under an overcast sky.
I've Always Enjoyed the Process
I’ve always enjoyed the process approach to art and image making. The process can be just as important to the final image, than the final image itself. Film offers a methodic approach to my image making, knowing the lenses and focal lengths, the arithmetic involved in timing an exposure etc.
MF Design 35mm film photography: People fishing on a cloudy beach with fishing rods planted in the sand at San Onofre
MF Design 35mm film photography: Close-up of tall green grass with reddish-brown seed heads against a cloudy sky.
MF Design 35mm film photography: Curren Caples Professional Skater
MF Design 35mm film photography: Louis Lopes professional Skater
MF Design 35mm film photography: A glass bottle of Modelo beer lying on the ground in a row of strawberry plants near the soil surface.
MF Design 35mm film photography: A child's hand holding a white plastic spoon toward a blue snow cone in a blue lick cup on a tiled table.
MF Design 35mm film photography: A young girl with messy hair smiling and crouching on stairs, looking at the camera in black and white.
MF Design 35mm film photography: A young girl sitting on outdoor steps, smiling with her chin resting on her hand, in black and white.
MF Design 35mm film photography: Blurred image of a refrigerator door with various bottles and containers on the shelves.
MF Design 35mm film photography: Two young girls sitting on concrete steps behind a railing, one girl is eating an ice cream cone while the other looks on.
MF Design 35mm film photography: A young man with glasses making a 'call me' gesture with his hand, wearing a white T-shirt with a cartoon character, sitting at a desk with a computer and electronic equipment in a dark room.
MF Design 35mm film photography: A surfboard lying on the sandy beach near some dark seaweed or debris
MF Design 35mm film photography: Four people riding bikes along a coastal path, with a pier, lifeguard tower, and hills with trees in the background.
MF Design 35mm film photography: Old, weathered GMC SUV parked on the side of the street with palm trees and houses in the background.
MF Design 35mm film photography: A layered black-and-white photograph of a girl with a large bow on her head, overlapping with a close-up face of another girl wearing a sleeveless top, creating a double exposure effect.