KARL SILI DESIGN CO.

Family-owned electrical business undergoing a rebrand to modernize an outdated logo. The goal was to create a refreshed identity that feels current while reinforcing trust and long-standing reliability. The solution focused on clean, simple, and highly recognizable design.

Tinton Craft Coffee Roasters began with a simple goal: to bring delicious coffee to the people of Spearfish, South Dakota.

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I was hired to help develop logo and branding for a new start-up, Tinton Craft Coffee Roasters. The client requested a clean,
type-driven logo that felt modern, minimal, and hip.

Based in Spearfish, South Dakota—just north of the Black Hills—Tinton is surrounded by forests, waterfalls, mountains, and abundant wildlife. The packaging design reflects this rugged, natural landscape, appealing to outdoor enthusiasts who appreciate a quality cup of coffee.

Trumbull Tree Farm has been a trusted, family-run business for over 60 years. Now under third-generation ownership, the brand was ready for a refresh. The goal was to create a clean, modern logo that feels current, is easy to read at a glance, and remains simple and timeless in its design.

Small-town USA. Ducky’s is a neighborhood pub and grill that has been a local staple since 1978.

Following a recent renovation, the owners embraced a rebrand to match the updated space. While preserving the nostalgic character of the original 1978 establishment, they introduced subtle modern touches throughout. The new logo and brand identity were designed to reflect this balance—honoring the past while feeling current. The goal was to create something more established and enduring, with a timeless, old-school pub and grill aesthetic that aligns with the refreshed interior and overall personality of Ducky’s.

Chops is a casual restaurant and sports bar in Harpersfield, Ohio, serving comfort food, craft beer, and cocktails in a relaxed, welcoming atmosphere.

Chops was looking for a bold, and creative campaign to promote their daily specials and happy hour—something that would stand apart from the typical, easily overlooked promotions. The posters were designed to hang in the lobby, offering a quick, engaging read for guests while they wait to be seated.

Bolder & Co. Creative Studios invited me to collaborate on a logo redesign for Patriot Preparatory Academy in Columbus, Ohio. The goal was to create a strong, bold, and clean visual identity—featuring a simplified eagle and a refreshed, modernized design.

We moved to Bellville, Ohio, and purchased six acres to build our homestead and enjoy a slower, more peaceful way of life. Not long after settling in, we added chickens to the family—and soon found ourselves with more fresh eggs than we could use.

That’s how Hen & Co. was born. What started as a small way to share our extra eggs with the community grew into our little egg business. Each carton is hand-stamped with our brand and includes the collection date and care instructions inside, ensuring every dozen is as fresh and personal as the homestead it comes from.

Your one-stop shop for BIG deals that make your dollar holler! Big Lots, Inc. is a leading American retailer headquartered in Columbus, Ohio, with over 1,400 stores across 47 states. The company specializes in brand-name merchandise at unbeatable closeout prices.

I designed print advertising that reinforced the message: you don’t have to break the bank to get quality, brand-name furniture. The creative focused on value, accessibility, and the excitement of great deals—core to the Big Lots brand.

About GreenSeed
GreenSeed is built on dedication, reliability, and innovation. Committed to serving hardworking growers, the company delivers trusted products, straightforward solutions, and customer-focused support. By listening, understanding, and innovating, GreenSeed helps customers grow stronger and achieve lasting success. Their philosophy is simple: your dedication inspires theirs.

The Brand Refresh
In 2024 I joined the Collins Design Studio team on a six-month remote contract to help lead the brand refresh and support key creative initiatives. Working alongside the creative team, I helped develop a modern visual identity system, refreshed logo, and integrated print campaign that reflected GreenSeed's commitment to dedication, reliability, and innovation.

The result was a cohesive, customer-focused brand that modernized the company's image while remaining true to its agricultural heritage.

As Big Lots expanded with a new TV campaign, print materials, and in-store renovations, it became clear that a full rebrand was needed—starting with their existing logo. At the time, the brand was focused on educating customers about the closeout shopping experience, where name-brand products were available at great prices, but only for a limited time. The new identity needed to capture that urgency and excitement. The exclamation point in the logo was introduced to reflect the energy and spontaneity of the ‘get-it-while-you-can’ closeout shopping experience.

Save the Date & Wedding Invitation

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Brittany, my step-daughter, asked me to design her “Save the Date” and wedding invitation — a request that means the world to me.

Every summer, our family made cherished trips to Traverse City, Michigan to visit the grandparents. It quickly became one of Brittany’s favorite places, and now it’s the destination for her wedding — a perfect choice rooted in love, adventure, and memory.

Save the Date
Inspired by their shared love for the outdoors and all things adventurous, the design captures the spirit of exploration that brought Brittany and her fiancé together.

Wedding Invitation
Their story is one of connection — spending time together, growing close through shared experiences (and their dogs), leading up to their engagement and now, their wedding. The invitation reflects that journey with warmth and charm.

Both the Save the Date and Invitation were created in the style of a vintage/retro travel poster — a nostalgic nod to their favorite place and the adventure ahead.

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Art Direction
Design
Illustration (Save the Date)

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Nathaniel Underwood

Illustration (Wedding Invitation)

http://www.underwood-illustration.com
http://www.nathanielunderwood.com

With new leadership guiding the organization forward, GreenSeed embraced the opportunity to refresh its brand and redefine how it communicated with customers. The rebrand was supported by a comprehensive print campaign that brought the new identity to life, reinforcing the company's commitment to innovation, reliability, and the hardworking people it serves.

buy buy Baby, Inc. is an American chain of stores that sell clothing, strollers and thousands of other items for use with infants and young children.

Shortly after leaving the big agency world to begin freelancing (for the first time), I was contacted by a former client from buybuy BABY. She reached out to have me develop a series of print concepts for an upcoming campaign.

With thousands of products available at buybuy BABY, listing them all wasn’t realistic. Instead, the campaign focused on highlighting just one item per ad—without ever showing it directly. The visuals were designed to cleverly hint at the product mentioned in the headline. The supporting copy then reinforced the idea that this was just one of the many must-have items you could find at buybuy BABY.

PACIFIERS
Buy a gift for yourself this holiday season.

MOBILES
Just one of the many things you’ll find at buy buy Baby.

Level One Bar + Arcade is a vibrant 1980s-themed hangout that combines craft beer and alcoholic beverages with a nostalgic lineup of classic arcade games and pinball machines. The accompanying print and social media campaign cleverly played on the concept of "Bar + Arcade" by swapping out iconic imagery from retro games like Mario, Pac-Man, Donkey Kong, and Space Invaders with illustrations of alcoholic beverages. The creative twist resonated with fans of vintage gaming and craft beer alike—making the campaign a standout success.

American Automobile Association provides its members a full range of travel bookings, vacation planning, insurance, emergency road side services maps and more.

The campaign reminds us that there’s a whole world beyond our everyday routine. It's time to leave "Here" behind and discover the wonder of "There." With AAA by your side, you can explore endless destinations with confidence—enjoying peace of mind, trusted safety, and exclusive savings wherever your journey takes you.

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Here’s to There.

Enough with here.
We all know here.
Normal is here.
13 hour weekdays are here.
There, that’s where you’ll find the action.
Here will always be here, waiting for us.
Start your engines.
There, here we come.

Discover endless destinations with a peace of mind, safety and valuable discounts wherever you travel.

I was brought on to help design a logo for Makley Place Luxury Apartments, with a focus on creating an identity that reflects the distinctive character and historic charm of the Victorian Village neighborhood.

Victorian Village is renowned for its charming, tree-lined streets adorned with late-19th and early-20th-century homes. The area showcases an eclectic blend of architectural styles, including Gothic Revival mansions, Second Empire villas, and Queen Anne houses—each contributing to the neighborhood's timeless elegance.

For the logo, I drew inspiration from the intricate wrought-iron details that are prominent throughout Victorian Village. The design is both sophisticated and stylish, seamlessly blending classic architectural elements with a modern twist, ensuring that it resonates with the historic charm of the neighborhood while maintaining a contemporary edge.

Wrightsel Law Group requested for a rebrand with the goal of modernizing their identity while preserving the trust and legacy they’ve built over time. The solution centered on a refined, minimalist design system—balancing clarity and sophistication.

Geauga Lake was far more than just an amusement park. For generations of Northeast Ohio residents, it was a cherished destination and an important part of the region's identity. After entertaining families for well over a century, the park closed in 2007, leaving behind countless memories for those who grew up visiting its rides, attractions, and waterfront setting.

Years later, VISION/Vision Communities acquired a portion of the former Geauga Lake property and developed a luxury apartment community on the site. The name "Park" was chosen as a tribute to the beloved amusement park that once stood there and held such a special place in the community.

I was commissioned to design the logo for the development, creating a visual connection between the site's future and its celebrated past. The blue graphic represents both the flowing waters of Geauga Lake and the sweeping curves of a roller coaster, serving as a subtle tribute to the amusement park that once stood there.

To further honor the property's history, the design incorporates the original Geauga Lake typography alongside the new Park logo, preserving a recognizable piece of the park's identity while introducing a fresh mark for its next chapter.

Who doesn’t love bowling? If you grew up in a small town, chances are—bowling was the thing to do.

I created some pro-bono work for Park Lanes Bowling, leaning into the nostalgia and simple joy of a night at the lanes. The campaign features playful, truth-based headlines that capture exactly what makes bowling fun: the laughs, the competition, and the unforgettable moments in between

Elzy Milling & Trade: Ohio’s Premier Feed Store | Bellville, Ohio

The first logo shown represents the current version and serves as the foundation for the updated concept.

This logo study presents a refreshed direction for Elzy Milling & Trade, maintaining the recognizable character of the original mark while introducing thoughtful refinements to enhance clarity, consistency, and overall brand recognition.

Audia is now Adecco.
Same people, different name.

Our name may have changed, but we’re still the same people with the same purpose.

Adecco remains the world’s leading talent advisory and solutions company, committed to making the future work for everyone. We help people unlock—and exceed—their potential by building employability and connecting them with life-changing opportunities.

To bring this message to life, we leaned into a powerful concept: sometimes, a name changes for the better. Think of someone famous who rebranded for stardom—same talent, same drive, just a new name. That’s us. Still who we’ve always been. Just reintroduced to the world.

My journey as a digital artist began while working for a healthcare pharmaceutical advertising agency—well before AI entered the creative workflow. As an Art Director, my core role was bringing concepts to life through meticulous photo compositing, high-fidelity mockups, and realistic visuals crafted in Photoshop for high-stakes print campaigns and client presentations.

Over the years, I’ve continually refined my craft in photo retouching and digital image manipulation. Today, I blend that foundational expertise with AI-powered image generation, advanced Photoshop compositing, and visual storytelling. This hybrid workflow allows me to iterate faster and explore broader creative horizons—all while grounded in the strategic judgment, eye for detail, and craftsmanship built through years of traditional art direction.

Note: The work featured here is distinct from my brand design practice; its sole purpose is narrative-driven visual storytelling tailored to specific client concepts.

Here are a few projects that showcase my approach to digital artistry and visual storytelling.

Vision Communities is a company committed to enriching the lives of its residents, employees, and the wider community. By offering a range of amenities and events focused on promoting healthy lifestyles and overall wellness, Vision Communities strives to create vibrant, thriving environments.

As Vision Communities continues to expand its portfolio of rental properties, the company recognized the need to rebrand in order to stay competitive in the evolving market.

The new logo design reflects this forward-thinking vision. The forward-leaning line symbolizes momentum and progress, while the “C” in "Community" encircles the “V” in “Vision,” visually representing the idea of building and nurturing community around a shared vision.
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Photography:
Thompson Creative Imaging
http://www.thompsoncreativeimaging.com

Freelance Designer – Bath & Body Works

Note: Some projects involved concept development. Per Bath & Body Works policy, unproduced concept work is not approved for public display.

Contracted to create label concepts and packaging designs for seasonal personal care collections, ensuring alignment with brand strategy, quality standards, budgets, and timelines.

Presented concepts to design directors and merchant teams; collaborated closely to integrate feedback and guide designs through refinement to production.

Delivered final production-ready artwork, including Design Turnovers (DTOs) and print layouts detailing color separations, varnishes, and other specialty print finishes.

Worked cross-functionally with product sampling teams to ensure design integrity from concept through final product.

Contributed to trend and pattern research to inspire and inform future seasonal direction.

Maintained thorough documentation of all in-progress and completed design projects.

Oversaw planning, scheduling, and tracking of all design deliverables to ensure timely and accurate execution.

kiu natural sparkling water.

A former client referred me to a Toronto-based startup to help conceptualize and design packaging for Kiu Natural Sparkling Water. Over the course of four months—and through several rounds of collaboration and revisions—we arrived at a final design that captured the brand’s vision and stood out on the shelf.

Bridgeway Pointe Assisted Living Community opened in 2000 and has been a stable organization throughout its existence – both financially and with staff consistency. The community is a non-profit organization and is owned by UC Health, the Cincinnati /Northern Kentucky region’s academic health system. The affiliation with UC Health affords the residents the choice to seamlessly utilize various UC Health services.

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I collaborated with UC Health in Cincinnati to rebrand Bridgeway Pointe, their senior living community. The goal was to create a clean, refreshed identity that reflected UC Health’s core values of stewardship, compassion, community, wellness, and security. The rebrand centered on the primary objective: fostering stronger connections between residents and their families.

Digital design for various businesses, organizations and individuals.

Ashtabula County holds a special place in my heart—it’s where I grew up. Located along Lake Erie between Cleveland and Erie, Pennsylvania, it’s a region with a strong sense of identity and history.

I reached out to the Ashtabula Chamber of Commerce to explore the possibility of a rebrand, but they shared that they were comfortable with their current branding. Still, I took the opportunity to develop a few concepts on my own, and this is one of the directions I felt was most successful.

Red Team Investments (RTI) was founded on a clear and disciplined philosophy: to seek out and capitalize on investment opportunities by maintaining objectivity—cutting through bias, noise, and market hype.

I was commissioned to reimagine RTI’s logo and brand identity to better reflect the firm’s strategic, asymmetrical approach to investing. The new design features a clean, modern aesthetic and integrates a refined version of the chess pieces from the original logo—symbols of strategy, foresight, and decisive leadership. The updated branding aligns with RTI’s core values: analytical rigor, bold thinking, and relentless pursuit of investor success.

I collaborated closely with The Catholic Foundation to design their 2025 Annual Report, ensuring it reflected their newly established brand identity. The report was crafted to clearly communicate the Foundation’s mission, core values, and the impact of their work throughout the year.

Xfinity is a trade name of Comcast Cable Communications, LLC, a subsidiary of Comcast Corporation, used to market consumer cable television, internet, telephone, and wireless services provided by the company.

GO2 Partners in Cleveland approached me to assist with the concept and design of a brochure and a personal pocket guide notebook for Xfinity. The goal was to support "The Awesome Experience" program, which is designed to enhance the relationship between Xfinity employees and customers. From creating a warm welcome to ensuring customers leave feeling excited about Xfinity, the program emphasizes personalizing every interaction and putting the customer at the center of the experience.

Shorelight Education partners with leading U.S. universities to extend their global reach and support international students in achieving academic success, graduating on time, and becoming globally engaged alumni.

I designed a series of guidebooks for Shorelight Education, created specifically for international students preparing to study at colleges and universities across the United States

WhiteSpace is Abbott Nutrition’s internal creative agency.

I was asked to design a poster for their 1st Annual Cornhole Tournament. The selected design was produced and used to promote the event, while two additional concepts were also developed as part of the creative exploration.

I was invited once again to design the 2025 Vision Pelotonia jersey.

Formerly known as Vision Communities, the company rebranded to simply Vision, which included a complete visual overhaul—Pelotonia jersey included. The new design stays true to their updated brand identity, using the refreshed color palette throughout.

Homeless to Home Pet Rescue is committed to rescuing abandoned, neglected, and homeless animals in need. Their mission is to offer these pets compassionate care through devoted foster homes, necessary veterinary treatment, and socialization. HTH is dedicated to finding each animal a permanent, loving, and responsible home where they can truly thrive.

American manufacturing is becoming increasingly rare, yet Channellock, Inc. has been proudly producing high-quality hand tools right here in the U.S. since 1886.
Based in Meadville, Pennsylvania, Channellock is renowned for its pliers—offering over 140 varieties, with its iconic tongue-and-groove, slip-joint pliers leading the way.

Channellock takes pride in supporting American workers, employing over 350 associates who help drive the local, state, and national economy. While it may not always be the easiest path, American manufacturing is, without a doubt, the right path.

The campaign was proudly crafted in America by a company built in America. It maintained a nostalgic look and feel, using black-and-white visuals with a splash of color to highlight the products being made. The copy captured the essence of who they are and what they do, emphasizing their commitment to quality and American craftsmanship.

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Photography:
Thompson Creative Imaging
http://www.thompsoncreativeimaging.com

A curated selection of packaging designs created over the years for a diverse range of businesses, organizations, and individual clients.

I was commissioned to design Abbott’s Pelotonia jersey and shorts. The final concept, titled CROSSROADS, symbolized the convergence of key values: life-saving technology (represented by dots), harmony and meaning (hexagons), and a greater purpose (the Pelotonia arrow).

The design brought these elements together in a bold, modern composition—capturing the spirit of innovation, unity, and impact that defines both Abbott and the Pelotonia mission.