Judgmatic & WageCents Brand Identity
Role: Creative Direction and Design (Hello Amigo)
Overview
Judgmatic uses AI to translate complex legal jargon into clear, business-friendly language, while its sister product, WageCents, is payroll software built on the same technology. The brands needed to feel unified yet distinct.
Approach
I created a modern visual language blending technology, mindfulness, and movement. A shared color palette, typography, and design system tie the brands together, while tailored elements give each its own personality: clarity and trust for Judgmatic, efficiency and precision for WageCents.
Impact
Unified brand system adaptable across products
Stronger cross-brand recognition
Clear market positioning for legal tech and payroll software
Franklin Star Brand Identity
Role: Creative Direction and Design (Hello Amigo)
Overview
Franklin Star is a non-commissioned financial planning firm targeting young professionals. The brand needed to feel modern, approachable, and connected to the local region.
Approach
I created a contemporary visual identity with bright, fresh colors and clean typography to reflect a vibrant lifestyle while building trust and professionalism.
Impact
Established a relatable, modern brand presence
Positioned Franklin Star to resonate with a younger, financially savvy audience
El Paso Makes Brand Identity
Role: Creative Direction and Design (Hello Amigo)
Overview
El Paso Makes supports manufacturers in El Paso and West Texas as they expand into aerospace and defense markets. The brand needed to convey innovation, connectivity, and industry expertise.
Approach
I designed a logo inspired by rockets and bees, symbolizing aerospace engineering, the hub-like role El Paso Makes plays, and the communication and collaboration they foster.
Impact
Created a distinctive, industry-relevant logo
Strengthened brand recognition within aerospace and defense manufacturing sectors
El Paso Makes Brand Identity
Role: Creative Direction and Design (Hello Amigo)
Overview
Priceless Heart is a non-profit providing resources for children in need, created in memory of 10-year-old Price Stanley, a boy known for his generosity and compassion.
Approach
I designed a brand identity that reflects warmth, kindness, and community support, ensuring the visual style honors Price’s legacy while appealing to both donors and families.
Impact
Established a heartfelt, memorable brand presence
Helped build recognition and trust for fundraising and outreach initiatives
El Paso Innovation Hub Brand Identity
Role: Creative Direction and Design (Hello Amigo)
Overview
The El Paso Innovation Hub, a nonprofit initiative by the El Paso Community Foundation in partnership with Microsoft, fosters innovation and collaboration within the community.
Approach
I proposed a design that captures the concept of a hub and community using abstract quotation marks to symbolize communication, connection, and shared ideas.
Puente News Collaborative Hub Brand Identity
Role: Creative Direction and Design (Hello Amigo)
Overview
Puente News Collaborative is a bilingual, nonpartisan nonprofit delivering news from the U.S.-Mexico border. The brand needed to convey trust, connectivity, and a forward-thinking approach to journalism.
Approach
I proposed a design featuring a bridge and P monogram to symbolize connection, cross-border storytelling, and the integration of technology into modern news delivery.
Borderplex Community Capital Brand Identity
Role: Creative Direction and Design (Hello Amigo)
Overview
Borderplex Community Capital provides loans and support to nonprofits, minority-owned businesses, and small businesses in low-income neighborhoods throughout the El Paso region. The brand needed to convey trust, stability, and approachability.
Approach
I designed a logo featuring a mountain element to symbolize the El Paso region, paired with a clean, professional style that communicates both warmth and credibility.
Impact
Created a welcoming yet professional visual identity
Strengthened brand recognition within the regional nonprofit and small business community