Packaging re-brand for VersaChalk liquid chalk markers, done in collaboration with Pavement SF design studio.

Client: VersaChalk
Role: Lettering
Studio: Pavement SF
Purchase: Amazon

26 letters with an infinite amount of possibilities. Here's a look at some unused concepts and some of my experimental typographic exercises. Whether they're sketches or a bit more refined, I love drawing letters. I guess you can call it an obsession, but hey—it pays the bills.

Client:  Personal
Role: Lettering
Studio: Joel Felix Design
Tags: Lettering, Brush, Script

Hand lettering done for the nation wide release of Jack Daniel's Tennessee Fire. In partnership with Arnold Worldwide out of Boston and digital renderings done by Taylor James Productions. #jackfire

Client: Jack Daniel's
Role: Lettering
Agency: Arnold Worldwide
Digital Renderings: Taylor James
Tags: Lettering

Logo-type lettering done for the rebrand of Somerston Vineyard's Priest Ranch varietal. Done under the direction of Dom Moreci at Plumbline studio in Napa, Ca.

Client: Priest Ranch
Role: Lettering
Studio: Plumbline
Tags: Lettering, Packaging

Hand lettering typography done for Chalkboard Cellars varietals. Done under the direction of Cult Partners studio in Oakland, Ca.

Client: Chalkboard Cellars
Role: Lettering
Studio: Cult Partners
Tags: Lettering, Packaging

Cover page and title page lettering done for the 2014 September–October issue of World Literature Today magazine, based out of the University of Oklahoma. The issue celebrates the 10th anniversary of the NSK Neustadt prize for children's literature.

Client: World Literature Today
Art Direction: Merleyn Bell
Lettering: Joel Felix Design
Tags: Chalk, Lettering, Typography, Publication

Beer and Lettering. What more could a guy ask for? I had fun working on this custom "Beer" script for the June 2014 Issue.

Client: San Antonio Magazine
Art Direction: Victoria Millner
Photography: Cody Hamilton
Lettering: Joel Felix Design
Tags: Beer, Lettering, Typography, Publication

These screenprinted greeting cards actually have a shot glass built into them! Produced by Rossy Moody of 55 Hi's, this hand-lettered card will get you feelin "toasty" this holiday season.

Client: 55 Hi's
Role: Lettering
Studio: Joel Felix Design
Purchase: 55 Hi's

This simple shoe-lace lettering was done for the 2014 Summer Shoe Guide inside Runner's World Magazine.

Client: Runner's World Magazine
Role: Lettering
Studio: Joel Felix Design

Cover and Title page lettering done for the children's book Mr. Ferris and His Wheel published by Houghton Mifflin Harcourt. Written by Gibbs Davis and Illustrated by Gilbert Ford.  Age range 4-8.

Client: Houghton Mifflin Harcourt
Role: Lettering
Studio: Joel Felix Design
Tags: Lettering, Publication
 

"Art is the highest expression of human communication"
–Oliviero Toscani

Brush pen lettering then translated onto a chalkboard promoting the Berkeley Art Studio on the UC Berkeley campus.

Client: Berkeley Art Studio
Studio: Joel Felix Design
Tags: Brush Pen, Quote, Chalkboard, Lettering

"TYPEFIGHT is an arena for alphabetic altercations, calligraphic contests, consonant combat, figural fisticuffs, semiotic showdowns, and 210 pt. tussles. Two men letter, one man leave."

Going up against the extremely talented Ged Palmer of the UK.

During 2013 I spent some time working with Plumbline Studio in Napa who redesigned the magazine interior. I was commisioned to letter the masthead and do several of their covers for the new launch. Subscribe with them and collect some more of my covers in the near future!

Client: Drink Me Magazine
Role: Lettering, Cover Art
Studio: Plumbline, Joel Felix Design
Tags: Editorial, Lettering

This gig poster is a part of Launch Sacramento's designer poster series. Joel Felix Design was chosen along side other phenomenal local talent to participate in creating an event specific gig poster for each of the band's in Launch's great musical lineup. I felt very honored (and at the same time—freaked out) when I found out I was assigned "Imagine Dragons" as my gig. Custom dragon-inspired lettering and a dreamlike character round out this print. This poster will be available for purchase at the event.

Client: Launch Sacramento
Role: Lettering, Design
Studio: Joel Felix Design
Tags: Gig Poster, Print, Imagine Dragons

"Grow or Die" is something I've tried to live by, both in my personal and professional life. Don't ever think you've learned everything you need to know. Always continue to challenge yourself and make a better version of you. Never stop learning, never stop growing, because the moment you do–you start dying. This piece will be available for purchase soon. Sign up to be notified when it is.

Client:  Personal
Role: Lettering
Studio: Joel Felix Design
Tags: Lettering, Quote, Print

I don't think I've ever sent out Christmas Cards in my life. I probably wouldn't have broken that trend if my good friend Kyle Marks hadn't convinced me to silkscreen some with him. I'm only doing 50 of these so if you get one in the mail, you should feel very very important. Hand-drawn and hand-printed! Merry Christmas Everyone!

Client: Personal
Role: Hand-Lettering
Studio: Joel Felix Design
Printer: Interval Press
Tags: Typography, Hand-Lettering, Print, Silkscreen

The folks over at Firewater Partners had a distinct mood they were looking for when they had this idea to host an event that would showcase local craft-spirits producers. They wanted a vintage "Freak Show" branding of the event, so I immediately thought "Hand Drawn." 

Client: Firewater Partner
Role: Design, Illustration, Logo
tudio: Plumbline Studios
Tags: Branding, Illustration

Chalkboard typography has been a huge trend in design thanks to masters like Dana Tanamachi. Here's a magazine ad done for Formoli's Bistro in issue 31 of Edible Sacramento.

Client: Edible Sacramento
Role: Hand-Lettering
Studio: Joel Felix Design
Tags: Advertisement, Publication, Lettering

This hand-lettered card was done in collaboration with the ever talented Ross Moody of 55 Hi's. Printed on French Paper Co's finest and silk screened with loving care by some of the best in the biz, Mama's Sauce. They are available for purchase at 55 Hi's.

Client: 55 Hi's
Role: Lettering
Studio: Joel Felix Design
Tags: Hand-Lettering, Cards, Print
PURCHASE: www.55his.com

I'm no Dana Tanamachi, but I had fun working on these chalk lettering illustrations for Marian Heath Greeting Cards.

Client: Marian Heath
Role: Lettering
Studio: Joel Felix Design
Tags: Chalk, Lettering, Greeting Cards

Hand-lettering illustration done for DBusiness Magazine. Detroit's Premier Business Journal. A total of 15 headlines to draw along with customizing the masthead to match the style. This was a fun project with great people to work with. I've also put a blog post up giving you an insight into my process.

Client: Hour Media, DBusiness Magazine
Role: Hand-Lettering
Studio: Joel Felix Design
Tags: Typography, Hand-Lettering, Editorial
Recognition: Typography Served

This hand-lettered card was done in collaboration with the ever talented Ross Moody of 55 Hi's. Printed on French Paper Co's finest and silk screened with loving care by some of the best in the biz, Mama's Sauce. They are available for purchase at 55 Hi's. 

Client: 55Hi's
Role: Lettering
Studio: Joel Felix Design
Tags: Greeting Card, Lettering, Print

Citizen Slab is a typeface that pays homage to a vintage aesthetic without losing its modern sensibility. Inspired by a recent trip to Boston, which stirred up a strong feeling of patriotism, I wanted to create a typeface that honored the days gone-by but was still relevant in todays design world. You can get it for free by sharing it below or download it here.

Designing a working font is tedious stuff. I've made it free but if you feel so inclined to donate to help make this typeface into a family of different weights you can. I won't be mad at ya. Thanks.

Client: Personal Project
Role: Type Design
Studio: Joel Felix Design
Tags: Typograph
Recognition: Behance - Typography Served

Think Outside the Box is a compilation of research based on creativity. This workbook provides insight on how to exercise creative thought and how to develop your individual creative traits.

Client: Personal Project
Tags: Creativity, Publication

I never thought "A Parent's Promise" would have resonated with so many people. As it made its way across the internet, I received so many requests for a printed version that I created a silk screened version of this tall 6" x 23" poster. Larger sizes on society6.

Client: Personal
Role: Design
Studio: N/A
Tags: Print, Typography

When Lee Terbosic, a self proclaimed “magedian” (magician & comedian), asked me to do some custom playing cards, I jumped at the opportunity. He gave me free range to do what ever I felt like, (which is awesome) and loved what I came up with. We hope to complete the deck in the future including full face card designs and deck box.

Client: Lee Terbosic
Role: Illustration, Hand Lettering
Studio: Joel Felix Design
Tags: Playing Cards, Lettering, Illustration

Eric approached me about a Pro-Bono shirt he was doing for the Manor Elementary School in Fairfax, and wanted me to do the illustration for it. I loved his metaphor of an acorn and how it holds all the "DNA" to grow a strong and massive oak tree, and how that relates to the potential in every child. The tag-line "We All Start Small" was so appropriate, and something I loved illustrating.

Client: Manor School, Fairfax
Role: Design, Illustration
Art Director: Eric Read
Tags: Apparel, Illustration

Designing a good logo is not a simple task and requires a lot of involvement from both the client and the designer. It requires a clear idea about the concept and the values of a brand. Here are a few of the favorites that I've designed.

Client: Various
​Role: Design, Identity
​Studio: Joel Felix Design
​Tags: Logos, Identity​

This fun hand-lettering project was done in collaboration with Kyle Marks and the good folks over at Arnold Worldwide. It's Jack's take on holiday tidings with "hand-crafted" illustration done by yours truly and the talented Kyle Marks. These ornaments were part of a holiday package including facebook posts, posters, OOH and print.

Client: Jack Daniel's
Role: Hand Lettering
Agency: Arnold Worldwide
Credit: Joel Felix (Lettering), Kyle Marks (Lettering), Erin Butner (Art Direction)
Tags: Hand-Lettering, Illustration

Boon Dog is a start-up company with a passion for mans best friend. With a focus on grain-free and organic treats for your K9, Boon Dog uses the best and locally grown human-ready ingredients in all of their products. They call their small treats "wages" because they believe that "You work for the finer things in life, and so should your dog." I created the entire identity around "Ellie" their 2 year old Labrador with a hilarious personality and a never ending appetite.

Client: Boon Dog Biscuit Co.
Role: Design, Identity, Packaging, Photography, Website, Illustration
Studio: Joel Felix Design
Tags: Logo, Packaging,

Every year Coach promotes there Heritage Baseball Collection for Father's Day. This year I was fortunate enough to work on some lettering for their website. They wanted something clean and modern with an homage to vintage baseball typography.

Client: Coach
Role: Lettering
Studio: Joel Felix Design
Tags: Lettering, Web, Heritage Baseball

Probably the prettiest-ugly word I've ever lettered. Bunghole is a collaborative branding project for a "corn-hole game". It is meant to live in the "upscale wine" aesthetic of Napa while also poking fun of it at the same time.

Client: BottleRock Napa Valley
Role: Lettering
Studio: Plumbline
Tags: Lettering, Typography, Illustrator

My goal in designing these cards was to develop a “template” card that could be used for all of our four full-time designers. By limiting the design to 1-color on only one side of the card I was able to order a larger quantity for everyone, rather than having to do a separate run for each person. Since the stamps were relatively inexpensive to produce we saved a lot of money and can still get real funky with stamp colors.

C​lient: ​The Lab at Sac State
​Role: Design, Identity
​Studio: The LAB at Sac State
​Tags: Identity, Print
​Recognition: FPO

​

(Flag-UL-Blast) is the non-sensical name given to the University Union's annual open-house event. Every year has a different theme (either random or relative to pop-culture) and is branded throughout the campaign. The 2011 theme was "Candy Land," with all the artwork created completely in Adobe Illustrator. Needless to say with artwork this complex my computer hated me for months while I worked on this project.  

Client: The University Union
Role: Design, Branding, Illustration
Studio: The Lab at Sac State
Tags: Vector, Illustratio

Collaborative Services is where The Lab calls home on the Sac State organizational chart. Taste of Ink did a great job on the blind spot varnish, and the silk matte finish feels great in your hands. The logo is a reference to the exterior building of its offices.

Client: Collaborative Services
Role: Design, Identity
Studio: The Lab at Sac State
Tags: Identity, Print

The Association of College Unions International holds a regional conference which travels from campus to campus every year. In 2012, Sac State will be hosting all campuses of Region 15. Our team at The Lab was responsible for developing the identity and all branding for the event. After being inspired by the "Live the Language" videos we found from EF Travel, we decided it would be fun to create one based on Sacramento, following the daily life of a student and staff member, focusing on how their lives are different and how they intersect.

Client: The University Union
Studio: The Lab at Sac State
Roles: Kyle Marks (Film & Editing), Kenji Enos (Film & Directing), Joel Felix (Film &Typography) Tiffany Dreyer (Actress) Amanda Blauvelt (Actress).
Tags: Logo, Typography, Video, We
URL: It's All Right Here 2012

La Celebración Latina is a celebratory program that highlights Latino graduates at the University of Michigan. The mission of the program is not only to recognize their achievements and the cultural significance of the Latino community, but also to give incentive to future students to reach the ultimate goal of graduation.

I was commissioned to develop the branding campaign for the graduating class of 2010, based on the theme of "Perspectiva/Perspective."​

Client: The Office of Academic Multicultural Initiatives • University of Michigan
​Role: Design, Page Layout
​Studio: Joel Felix Design
​Tags: Campaign, Print

The University Union Operations of CSUS Inc. fiscal reporting's of it's 2010-2011 year.

Client: UUOCI
​Role: Design, Layout, Infographics
​Studio: The LAB at Sac State
​Tags: Annual Report, Print​
​Link: 2010-11 Report

​The Terminal Lounge is the identity for the University Union's Music Listening Room. The concept for the lounge area is based on a airport terminal, where students can escape from their school schedule and rock out to music and hang-out with friends.

Client: The University Union
​Role: Design, Identity, Website, Signage
​Studio: The Lab at Sac State
​Tags: Logo, Identity​
​Recognition: Branding Served • Behance

During my time with The LAB I've had the opportunity to promote a variety of events that each required a unique solution. Here are a select few.

Client: Various
​Role: Design
​Studio: The Lab at Sac State
​Tags: Posters, Event Promotion​