Branding, Marketing, And Small Business

My boyfriend and I were walking hand in hand down the streets of Los Angeles when a man in his truck yelled, “¡JOTOS (Faggots)!” at us. That moment, paired with my fascination with visual puns, metaphors, and wordplay, inspired me to create a line of pins that mix cuteness with a sly wink.

Peens was born from my exploration of gay slurs like the one hurled at us. While researching the origins of “jotos,” I uncovered others, like mariposón in Spanish, meaning “butterfly man.” I decided to reclaim these words, transforming their sting into a playful part of my visual identity as a gay man.

This process led me to design many other “peens,” each one embracing and reimagining slurs, stereotypes, sexuality, and the personal stories that have shaped me.

Peens are cute, clever, and mischievous enamel pins that will make you giggle, smirk, and maybe even blush.

To purchase visit my Etsy store

Hypothetical branding for a fictional planet

At Proktodeum, we invite both new and existing citizens to discover themselves through exploration, expression, and pleasure. Our values encourage each individual to shape their own identity, unleash their true nature, and crystallize self-love in a way that radiates through their entire being.

We seek to metamorphose the flora and fauna of our planet into extraordinary resources that enhance human evolution. Our mission is to unlock new neurological pathways to sexual euphoria, reinvent how we flirt and communicate, and design garments that not only transform outward appearance but also stir inner emotion.

At the same time, we honor the origins of these materials. We refuse to exploit Proktodeum’s nature for narcotics, power, or profit. Instead, we strive to create an environment where ideas can flourish, where tools are used with respect, and where innovation never comes at the expense of our planet.

We are not here to rebuild the repressed society we once fled. We are here to shape a new utopia, one where we can become our fullest, freest selves. The gifts of Proktodeum offer us a fresh start: abundant resources to imagine, build, and create a future together. With these values and tools, we aim to weave new moments into an opulent shared history, crafted by all of us.

Wordmark, Signage, and Book Design and Layout

Art History graduates Kimberly and Crystal invited my friend Erica and me to collaborate on a catalog for their exhibition Frenemies: Art versus Commodity. They wanted the wordmark, signage, and postcard to be concise, edgy, and laced with wit.

Drawing from the visual language of capitalism, we incorporated a price tag as both the title and date of the book, symbolizing the “cost” of the publication. We also replaced the letter “S” with a dollar sign throughout the text to reinforce the theme. While Erica and I handled the layout, I directed the overall thematic elements that shaped the book’s identity.

Poster design and typography

I designed this poster for the alumni lecture series Role Model. By combining Hobo with Helvetica Italic, I explored the interplay of light, shadow, and gradients to create impact through layered typography.

Poster Design

Every year the School of Art at CSULB hosts a series of critiques inviting guest artists to come and give advice on MFA students’ work. Graduate advisor Rebecca Sittler asked me to design a poster for graduate critique week and this was the result.

Poster Design

Every spring, the School of Art hosts Insights, a juried student exhibition showcasing the very best submissions in the campus museum.

Each year, I design the poster for Insights. The challenge is always the same: to create a bold, image-free design using only typography. Pushing type to its limits is both demanding and exciting, and the result must always be striking, eye-catching, and above all, fun.

One of my first projects at CSULB was rebranding the College of the Arts logo. The goal was to create a mark that was direct, simple, and made a bold visual statement through typography.

I selected Brandon Grotesque in medium and bold weights, paired with Meta for the subheader text. This combination established the modern, minimal aesthetic the department envisioned. To further strengthen the wordmark identity and highlight its connection to CSULB, I incorporated a thick yellow line as a defining element.

Product, production, and packaging design

It began with a simple idea: “Let’s make rulers more fun so that both adults and kids can enjoy using them.” From that thought, we designed a series of rulers shaped like zoo animals, each brought to life with colorful patterns and playful designs.

The first collection features five animals: a giraffe, a crocodile, an octopus, a snail, and an elephant, with plans to expand the series in the future. Each ruler is die-cut from plastic and silkscreened with its unique design.

We named the line Zoolers, gave every animal a name and backstory, and developed a full packaging system to tie the collection together.

Special thanks to Connor Rouse, Bobby Ngo & Matias Ocana in the production of this project.

Branding and Creative Direction

I had the pleasure of collaborating with Jordan Carr on the rebrand for Good Time Coffee in Long Beach, California. Jordan initiated the conversation with Joey, the co-owner, who envisioned a design that felt playful and laid back, reminiscent of 1970s style without being over the top.

We selected Copper Black as the typeface for the mark and personified the letter “O”s as eyes searching for, no pun intended, a Good Time.

Branding

My friend Brian asked me to design a logo for his wife, Rosemery, as she launched her own real estate business. She wanted a mark that felt fresh and welcoming, with a nod to mid-century modern design and a subtle hint of Deco.

The final logo embodies those qualities: a collection of house forms symbolizing the variety of dream homes clients might envision, paired with Rosemery Portillo Real Estate set in approachable, modern typefaces.

Gift Wrap Design and Typography

Every year, we design a special gift for donors of the CSULB College of the Arts. For this celebration, we wanted to create something meaningful, unique, and memorable for our patrons.

Using the words Peace, Harmony, and Inspiration, I developed a design that conveys movement through forms resembling ribbons, trees, and snowflakes. The typography, set in Meta Normal, served as the foundation for these patterned giftware designs.

Poster series and marketing collateral

A series of posters created for CSULB California Repertory’s Fall 2019 theatrical season, which explored socially driven themes.

The concept centered on photographing objects iconic to each play. To deepen the connection, these objects were altered in ways that visually echoed the narratives and themes within each production.

Poster series and marketing collateral

A series of posters designed for CSULB California Repertory’s Fall 2018 theatrical season, featuring plays with political and social themes.

Inspired by Russian Constructivism and Bauhaus typographic compositions, the posters were designed to be bold, impactful, and immediately attention-grabbing.

Poster Design

The Film and Electronic Arts Department asked me to design a poster for their student film showcase. Drawing inspiration from spotlights, lighting, and shadows, I created typography that begins with sharp contrast and gradually blurs, mirroring the way light fades into darkness.

Poster Design

For this series, the Theatre Department requested a collection of posters that conveyed austerity through restrained color, dry humor, and a touch of cynicism. Although I am naturally drawn to vibrant palettes, this project presented a unique and exciting challenge.

I focused on using typography to help tell the story within each poster. Beginning with a display version of Cheltenham, I laid out the text and carefully integrated it with the selected imagery to achieve the desired tone.

Product Design

I was invited by Andrew Byrom, host, speaker, and graphic designer, to create a series of clipboards inspired by the designers presenting at the Y20 AIGA Conference in San Diego. The roster included Michael Bierut, Gail Anderson, Jorge Gutierrez, and others.

Branding

CalRep, short for California Repertory and formerly known as the Theatre Department, needed a new identity system to establish its presence and representation both within the University and to the broader theatre community.

They envisioned a logo that was clear, simple, and colorful, designed to complement their photography while supported by a versatile color palette adaptable to different seasons. To achieve this, I paired DIN Heavy with DIN Regular for the primary mark, and used Helvetica in Normal weight for the subheader to provide balance and stability.