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​

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

​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
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​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

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
Studio: Arnold Worldwide
Credit: Joel Felix (Lettering), Kyle Marks (Lettering), Erin Butner (Art Direction)
Tags: Hand-Lettering, Illustration

​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: Typography​
​​​Recognition: Behance - Typography Served

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

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

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

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,​

​Sans/Serif is a self-promotional piece that I produced with Plumbline Studio. The idea behind this gift-item was to promote the importance of typography to it's recipients (often clients). My intent was to create mini lesson on typography in a beautiful and modern layout.

Client: Plumbline
​Role: Design
​Studio: Plumbline
​Tags: Wine, Typography, Packaging​

​The inaugural Craft Spirits Carnival is set to take place October 13-14th in the City by the Bay. 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 Partners​
​Role: Design, Illustration, Logo
​Studio: Plumbline Studios
​Tags: Branding, Illustration
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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

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The Verticolors are a 60's influenced indie rock group out of Arizona. Led by Steve Channell, the band has a distinct retro sound that honors the past in this modern age.

Client: Steve Channell / The Verticolors
​​Role: Identity, Design, Album Art, Web
​​Studio: Joel Felix Design
​​Tags: Logo, Identity, Web, Print​
​​Link: The Verticolors

(​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, Illustration​

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

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, Web​
​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

Vuna is a fictitious re-branding of a luxurious train line company (The Blue Train) in South Africa. My concept was to refocus the brand, specifically around the rainbow of cultural influence in South African cuisine. The term "Vuna" means "Harvest Together," and is meant to convey a sense of celebration of unity within the culture of South Africa and it's diversity in cuisine.

​Classwork: Sacramento State​
​Professor: Gwen Amos
​Role: Design, Identity, Strategic Positioning
​Tags: Identity, Print
​Link: Creative Brief

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

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Partnering with Sac State and The Well, our team developed the official wellness model of the university which aims to educate students about living a well balanced lifestyle. The wellness model gives students a foundation and a model to follow while in school and  hopefully something they can take with them for the rest of their adult lives.

Client: Sacramento State
Role: Design, Iconography
Studio: The Lab at Sac State
Tags: Vector, Illustration

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​

This 6 x 9 postcard printed on a 13pt matte cover stock is an interactive pop-up holiday card for the University Union. It's a fun little dimensional card meant to be displayed on a table top or on a fireplace mantle, next to the milk and cookies.

Client: The University Union, Sac State
Role: Design
Studio: The Lab at Sac State
Tags: Print, Holiday