I build brands and campaigns from first concept to final, polished work, across digital, social, and print.
Carter Kelton - Graphic Designer
Brief: A gaming startup needed a full brand revamp after a personnel turnover left the company unable to keep using its previously owned imagery, on a two-month timeline.
My contribution: I worked as the graphic designer alongside the owners and marketing department to define the company's new colors, visual feel, and core branding elements for company-wide messaging.
Thinking: The existing identity leaned on reds and oranges, which read as aggressive and narrow. The owners wanted to reach a much wider audience, teens through fifty-year-olds, so I moved the palette toward more inclusive, less combative colors that wouldn't alienate older or more casual players while still feeling energetic enough for a gaming brand. Every choice was made collaboratively with leadership and marketing, since the rebrand had to work across every touchpoint, not just one product.
Result: The new branding rolled out company-wide, shipped cleanly, got adopted across all touchpoints, got positive internal/owner feedback, and has seen slow but steady traction with the broader audience it was designed to reach.
Working with the owners and marketing team, I helped shift the brand toward a more inclusive, welcoming identity built to reach a much wider audience, teens through fifty-year-olds, while still reading clearly as a gaming brand.
Colors: Broader, more inclusive palette, moving away from the original red/orange scheme to feel welcoming rather than aggressive
Logo: A modified, multicolor infinity symbol representing the brand's different facets
Typography: Close to genre conventions, with deliberate small differences for market differentiation
Voice: Friendly, cooperative gamer tone, encouraging rather than competitive
Positioning: A company built around games and ideas that are multifaceted, layered, and meant to be played together
Deliverables
Logo example:
Typography example:
Brief: Non-profit adaptive sports company needed a design based on Louis Armstrong’s “Its a Wonderful World” for a fundraising gala
My contribution: I worked as the graphic designer, getting buy-in from the board members, printers, and marketing department to create the full visual messaging for the event.
Thinking: The theme was a wonderful world, celebrating the organization and its mission. I watched the video of the song. I used Midjourney to create a paper art globe-like structure that also gave the appearance of a rainbow. Within the globe, a disabled skier on mountains surrounded by music, musician and dancers.
Result: The board loved it. It became the image used for posters, invitations, and marketing.
Included: All-inclusive healthcare platform
Brief: The U.S. healthcare system is in crisis. This platform was designed to alleviate some of the issues by having an individually designed system for clients, similar to concierge medicine.
My contribution: I conceptualized the platform end-to-end, from mental health (Journey) through fitness, cognitive support, and beyond, then built parts of it in Figma as a fully mapped, clickable prototype to pitch to investors.
Thinking: Every part of the idea was mapped out. Starting with mental health, fitness, and cognitive support. Adding eastern and western medical options, pharmaceutical, and naturopathic options after. The site would have vetted psychiatrists, counsellors, MDs, OMD/TCM practitioners.
Result: I brought it up to investors, but shelved it due to cost.