Phil Pallen Collective hired me as branding specialist to assist in collaborative work within the company and expand the portfolio of clients nationwide, United Kingdom and continental Europe. Through the guidance of Phil Pallen, we provide good branding practices to clients range from small businesses to corporate organizations and celebrities to enhance their mission and vision.

The niche of our business is offering well rounded branding proposal consider all the angles in forming the image of an individual and/or company. This includes: professional photography, web design, print solutions, logo concepts and social media management. Our guarantee is the top most quality at a fraction of the price.

Alongside the creative role I'm also in charge of Client Relations for PPC connecting the company to potential new clients and aggressively pursuing opportunities in the market including workshops, conferences and meet-ups.

Signed up at this newly established gym to continue to pursue my coach’s vision in strength training through weightlifting, as such the opportunity presented itself for me to meet the owners and take a look at their branding and marketing strategy to attract more members to their facility. The logo of the company fascinated me for its simplicity yet absolute potential to be molded into a more impactful form could not only grab the attention of the audience but serve a stepping stone into a much more robust brand (i.e., shirts, coolers, brochures, booklets). While maintaining the identity of the company I was able to design seven different concepts play with the idea of different activities/objects can be found at a gym, more importantly make reference to the fact this facility is non-traditional in its methods of training and providing programs for fitness enthusiasts.

Designed logo concepts are both focused heavily on typography and illustration to provide alternatives can be used in different formats for my clients when enhancing their brand. Thorough analysis of the personality of the owners, facility and overall mission was needed to ensure designs could relate directly to their needs.

Initially research was done regarding the location of the gym and ways signage could be enhanced for drivers passing by to entice them to check out the facility. This resulted in guidelines on dimensions; format and readability to consider in order provide better visualization.

The original logo, though clean and straightforward in part due to the use of Helvetica is missing a key component for it to communicate fully with other people, personality. Emphasizing both owners’ dedication to make this company successful I was able to inject a portion of that spirit to each concept was delivered to provoke dialogue and a good critique.

The project, a pro bono freelance solution, aims to bridge the gap between entrepreneurship and good design can appeal to the masses and bring more business for the owners to benefit from, especially with South Jersey’s small business initiatives awarding those company making a difference in the region.

My coach has been arduously working on establishing his own fitness brand where he can provide the best physical training programs to people at competitive rates while excelling in the quality of program focus on weight loss, strength and performance.

He hired me to develop a branding campaign communicates effectively while demonstrates a unique approach serve to highlight his own philosophy as personal training. His company is a family’s own business relevant to Southern New Jersey where his last name is associated to quality.

Designed two different layouts (one printed on paper and one printed on stainless steel) as the company's business card reflect his vision of utilizing a metal sheet to portray strength, steadiness and endurance.

The design for these business card ended up being double-sided and cut in a leaf shape to give an organic visual to the card without compromising the vision of a strong appeal. Through research, colors were carefully selected to evoke a sense of fitness psychologically in order to snap attention from people seeking to improve their health and overall strength.

The company's logo was illustrated directly from a photograph taken of my coach’s bicep and added to the layout along with a slogan created for him which was included using a handwritten artisan typeface to evoke expertise, confidence and work ethic as personal trainer.

In addition to the business card, a double-sided flyer and door hanger were created to the distributed around different neighborhoods in the area. Especial attention given to the collaborative work done by StayStrong at the 700 Fitness facility on Delsea Drive.

These two layouts carry the brand and philosophy of the business in order to provide consistency when the campaign is launched both in person and through social media.

Hired to design the corporate identity of a new tech-business starting in the region focuses on providing solutions to clients utilizing 3D Printing.

The company’s philosophy is to be able to reproduce several modular printers can be sold to the public at a fraction of the cost while guaranteeing top quality with a comprehensive technical support and guide. The focus at Bazooka Tech and business model is to penetrate the health, fitness, home and medical industries providing a catalog of services aid in creating tangible models to submit for patent approval to the Federal government.

Through the use of rendering software and different type of polymers, the company’s overview is to create sustainable solutions to a wide range of industries without limitations of size and application.

Designed logo concepts are both focused heavily on illustration to provide alternatives can be used in different formats while enhancing their company’s brand. Thorough analysis of the personality of the owners, facility and overall mission was needed to ensure designs could relate directly to their needs.

Initially research was done 3D Printing and how this emerging technology is being received worldwide, most importantly what feelings and words evoke from surveying people from different background on the exact meaning of printing objects.

Upon owner’s request the logo needed to focus heavily on the intersection between the company’s name and the technical aspect of setting up a business utilizes these types of printers to provide with solutions to clients for patent or immediate application.

The project, a pro bono freelance solution, aims to bridge the gap between entrepreneurship and good design can appeal to the masses and bring more business for the owners with all the health, fitness, home, manufacturing and medical industries located in the North-East.

The final logo was registered to the USPTO leading to a large branding project started with the created of two types of business cards; letterpress deluxe cards to give to potential investors and clients, and a premium paper double-sided design to distribute at conferences and EXPOs. In addition the company has launched social media pages reflecting the brand coming with their official website/catalog.

Joined the professional board in 2011 as graphic designer which allowed me to learn the regulations and principles of corporate design, specifically related to identity and logo copyright. Immersed myself in the aspects of design for non-for-profit organizations where quality is not based on a monetary agreement but in the passion and commitment put on each project.

After an extraordinary year tenure the professional board voted me as Director of Communications with focus on branding, marketing and social media. Have focused aggressively in the social media world learning the trends and procedures for effective communication via these channels. Participated in podcasts, workshops and blogs aimed at perfecting knowledge on social media, especial focus given how marketing is affected by this phenomenon. Have connected the City of Philadelphia with ALPFA by starting up a photographic campaign aimed at narrating the organization’s vision through key landmarks of the city in order to associate more closely to the community.


At the annual Board Retreat for ALPFA Philadelphia, I unveiled the 2014 campaign would focus on engaging the audience in more a interactive and sustainable experience. With that in mind I created The Nexus, Where Networks Meet focuses on the principles of cloud technology and how each person is able to share their clouds to enhance each other’s appreciation of a world ruled by fast mobile engagement. Each event of the new calendar year is assigned a solid color for its “cloud” and displayed as a billboard of options to those attending the venues. In turn the audience gets to pick and choose which event appeals to them based on its scope and design and with a quick scan of QR Codes can gather up important information to stay connected on all upcoming initiatives for the respective cloud.

The branding of The Nexus is an ambitious undertaking as each cloud is created comes with its own unique image, color and typeface precisely to demonstrate visually the uniqueness of such an ephemeral yet trendy concept as clouds where people’s history, interactions, contacts, e-mails, photographs and video reside online.

Women of ALPFA 2014 brought to the City of Philadelphia the expertise and knowledge of Phil Pallen to an event designed to enhance the personal brand of women in corporate while giving sound advice on social media practices. I connected both ALPFA and PANTONE utilizing Radiant Orchid (Color of the Year 2014) as carrier of the message for the event held at the Federal Reserve Bank of Philadelphia.

No other non-profit organization has effectively executed a program where color is the topic in vogue and Women of ALPFA in Philadelphia received amazing reception for heavy-weights in corporate such as BOEING's CFO Christine Daines.

I was invited by ALPFA National to partake in the enormous project of designing the entire branding, marketing and social media campaign for the National Convention 2014 to be held at World Disney World in Orlando, Florida bringing together over twenty corporate sponsors. This meet attracts over three thousand members nationwide for a four-day event targeted to both professionals and students seeking to immerse themselves in the business world while becoming champions of diversity.

The rebranding of Women of ALPFA, a leadership program aimed at women professionals and how they can achieve opportunities and the best success stories in the workforce, was a project given to me by the national board. Diligently studied the purpose of the program and its vision and how to emphasize the idea of womanhood in a way looked refreshing, current and beautiful. I designed the slogan ‘Shaping Change’ as means to entice my audience with the content of the program focused on developing one’s own image and leadership skills.

The result was a strong brand attracted the attention of key leaders in Philadelphia like Grace Killelea who participated as speaker at the Federal Reserve Bank of Philadelphia where it was held. The design of this event has been used as template nationwide for chapters to execute their own program.

Designed the branding of the Diversity Forum 2013 gained acclaim among companies in the region due to the innovative thought focused on current trend in Human Resources and hiring and retaining talent led by Dr. Curtis Odom.

Eight corporate sponsors became champions of the event brought together their own HR teams to discuss the symptoms affecting today’s hiring and how it can properly be approached. The emphasis of this project was to connect The Hershey Company as sponsor nationally/locally to ALPFA bringing to the organization over $20,000 in sponsorship money as they fell in love with my passion and quality in specific how chocolate was utilized as inspiration.

The initial mock-ups of the branding campaign were presented to Former Global Chief Diversity Officer Mark González. Furthermore, I received the immense honor of re-designing the Hershey’s milk chocolate bar wrapper for this program to add a more personalized touch to the venue.

In the course of 2013 through 2014 I took huge leaps of progress with social media for ALPFA and the local chapter in Philadelphia by enhancing my knowledge on promotional campaigns, reach and metrics which resulted in the creation of a diagram serves, to date, as map for our Communications team to offer the best user experience.

The result of this has yielded over 900 Followers on Twitter and 2,600 Fans of Facebook from the original numbers when the project began of 210 Followers and 935 Fans respectively.

Created a media kit for ALPFA Philadelphia to be utilized in events presents a more engaging professional board is connected not only through social media with the latest trends but also captures the attention of the millennial and Hispanic markets.

Lead designer for Reina Spa in Chicago, Illinois in charge of creating the entire brand's portfolio including logo conceptualization, stationery and collaterals to inform the city of the services provided in-house.

Extensive research was conducted initially on the Chicago market and how the spa could respond and entice the attention of both female and male costumers to visit and enjoy a day of relaxation at a non-traditional spa.

Foremost setting the spirit of the business to the appropriate historical date was required in order to maintain consistency in the imagery, names and typography used across all products. The main focus was to make each person feel like royalty.

Assisted with solutions for an expo organized by the spa with Niko Cosmetics from Canada delivering invitations, flyers and brochures to advertise in the city of Chicago, and subsequently created the Menu of Services book included an itemized list of services offer per department at the spa and salon.

The Bachelor of Science in Communication (BS/COM) degree program is designed to develop knowledge and skills for effective communication in a variety of public and private work environments. The program was created specifically to build upon personal and professional communication experiences. The BS/COM degree enhances the communication skills necessary for the development of professional competence and values; critical thinking and problem solving; information utilization; and collaboration.

The curriculum focuses on the development of core communication competencies. It emphasizes theory and application in the domains of interpersonal, small group, organizational, mass communication, culture, and communication technology. Specific areas of focus include business communication, diversity, intercultural communication, conflict resolution, legal and ethical issues, media, and future trends in communication technology.

Accepted to the graphic design program to finalize my second degree as designer and focus on the conceptualization and techniques unique to the industry on the North Atlantic region. Was awarded 90% of my transfer credits from the previous degree I earned as result of a faculty portfolio review evaluated my overall skills and understanding of concepts in layout and typography. Became part of the AIGA school chapter to provide leadership skills as well as serve as a tutor for first year students entering the program.


Conducted an interview with a well known designer in the industry Stefan Sagmeister for my principles of design class was attended by the dean of the Graphic Design Department.

Brought forth different solutions using a variety of materials and printing techniques in order to demonstrate to my classmates the potential of being a creative in charge of communicating using visuals.

Accepted in the Dean’s List of Excellence for maintaining a 3.7 GPA or higher.

Voted to submit my final project for Color Theory to the Best of the Quarter 2011 by simple majority vote of my class and program faculty resulted in my work being displayed in public for the next semester.

Participated in the conceptualization, execution and delivery of a book was printed professionally to show different techniques and solutions used in the area of concept development.

Selected by majority vote from classmates and faculty to submit my book to the Best of the Quarter 2012 that resulted in an award ceremony for having developed two pieces for display at the school’s gallery.

Became the recipient of two scholarships for excellence by the Art Institutes for work made on-campus can be used to inspire and teach other students on technique and concept.

Accepted to the accelerated graphic design program that compressed in a year and a half the whole curriculum while only having a week break every 4 months. Was trained in the fundamentals of the industry by professionals practicing as graphic designers in Arizona and California. Became well versed in the use of all software required by the industry as well as trained into all the printing techniques as well as the formal aspects of lithography, engraving, embossing and book binding. Familiarized myself with the design techniques and conceptualization unique to the West region as well as the regulations used by all the major paper mills in the Northwest region. Entered in a intensive typography training with Professor Jo Ann Rolfe, graduated magna cum laude, in typographical studies at Marygrove College.

Accepted in the Dean’s List of Excellence for maintaining a flat 4.0 GPA for the first year resulting in a Merit Scholarship covered my financial aid.

Participated in the creation of the new logo for Collins College to be used at their new cutting edge campus in the City of Phoenix. Such request to participate in the project was through faculty recommendation-only.

My former professor in design production nominated me as visiting artist. I was selected to exhibit two installation pieces at the Betty Rymer Gallery in Chicago, Illinois, a request came from the School of the Art Institute of Chicago’s Visual Communication Department, in the annual ArtBash gallery exhibition focused on raising awareness about AIDS with the Red campaign spear-headed by Oprah and Bono.