Identity

Anthony Aiden Opticians

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View of shop's storefront and awnings

THE CHALLENGE: Creating a new identity for the rebranding of the 25-year-old Myoptics to Anthony Aiden Opticians. This East Village institution was already well-established and well-loved in the neighborhood. With this area's constant gentrification - who wants to stand out as a new addition?

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Anthony Aiden's double "A" icon

THE CONCEPT: An "iconic" look to convey they are still part of "Old New York". This logo stamp subtly create two eyes and brows, highlighting the shop's main feature at a glance. Responsible for all awnings, indoor/outdoor signage. Lens-clothes were patterned with the double A logo, "aa" stickers were stuck to outgoing packages. The tiniest temple pieces of their signature eyewear bore the "AA" logo.

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Coffee cup sleeve and shopping bag designs

THE STRATEGY: Every visitor at the shop walked out with either a bag, a business-card or an embossed leather case all with the "aa" logo. Created coffee cup-sleeves dispensed with every cup from the neighboring coffee shop. Literally, the logo was carried throughout the neighborhood. This all helped to gain super recognition for this simple logo. It quickly became a new classic.

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Web site design. Click here to view the full site

WEB DESIGN: Designed, developed and hand-coded their website using CSS, XHTML, and best SEO practices. Javascript allows the site to work quickly on multiple devices. This provided a good platform and paved the way to a strong online presence. A brief history and the "SAME GANG. DIFFERENT SIGN." catchphrase was Sweeney's own. It cleared some of the confusion about this being the old Myoptics or not. Took photos of store's black-brick facade as a design element throughout the site continuing the store's look and feel. "Stylish, informative, easy to navigate" has been some of the feedback.

Commercial design for Anthony Aiden. Click above to play.

COMMERCIAL DESIGN: Served as art director + production designer for this sexy, funny commercial to be used a marketing tool. By launching it on fashion blogs and various social media it drew traffic to their own site. Also created a "teaser" version of the film to display on a loop in the shop's St. Marks storefront. With a sign and QR code prompting viewers to see the full "too-hot" version on their site, it created a buzz.

Post Bike Shop

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View of signage on Brooklyn storefront

THE CHALLENGE: Visibility for a brand new shop. BMX-inspired specialty store needed to get noticed. Wanting to gain recognition as a BMX-street-culture specialty store as well as a sales and repair shop, the look needed to attract both the BMX youth-culture as well as the local demographic of Williamsburg cyclists.

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Logo design for Post

THE STRATEGY: To gain attraction from the bustling Bedford avenue, this super clean, bold logo proves easily visible from the main corner. Bigger plans needed a branding mark that would transcend into a clothing/apparel line.

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Spring 2012 signature t-shirt line designed for Post

We (literally) set the brand in motion. Handing out T shirts and stickers for BMX kids to adorn themselves and their bikes when riding. The logo made its way all over the city and caught interest. See more t-shirt designs here

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Decal design for Post bikes

Created sticker packs to label their line of signature bike-frames. A collaboration with bike-builder Seth Rosko. The decals gave the bikes a throw-back look and is a nod to the classic bike decal.

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Web site design for Post

WEB DESIGN: Designed, developed and hand-coded their website using CSS, XHTML, and best SEO practices. Javascript allows the site to work quickly on multiple devices. This provided a good platform and paved the way to a strong online presence. The Brands page offers quick, roll-over teasers linking to vendors' sites.

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Ad design for Post

COMMERCIAL DESIGN: Ongoing identity development continued with creating ads such as this one, which featured on TheComeUp.com - a major online bmx forum. Responsible for all verbiage and tag-lines used in an around the store, and on all marketing materials.