Melbourne, 2016

Australia: 03/15/15
Australian Grand Prix Poster

Don’t Panic Sports Kit Development

Brown Hornet Design worked with Don’t Panic Sports—a foundation supporting first responders—in developing a cycling kit. The kit, designed by the team, was developed to their specifications and, of course, it’s great to see that the client is ecstatic about the results.

The client’s post on Facebook:


Proofs from the client:


Analytics: The New Normal

google_analytics_v2_dashboard copy
Recently, I had a conversation with a client about adopting the habit of regularly tracking their analytics, to see what level of traction their messages have. They’ve begun to do so regularly, but they’ve arrived at a concern about a drop-off in audience engagement from one week to the next. I told them not to be:

Them: “Soooooo are you saying don’t worry about (analytics) and wait until the end of the year when we can see the impact over a period of time?”
Me: “Is there ever a simple answer? … Yes.”

The long answer …

Performance analysis has to have perspective:

Translation: Don’t work out in the mirror!

“(Analysis) is the new normal—everything can be tracked. In the process, though, we can’t ask (ourselves) “Am I improving?” every ten minutes because we’re not giving enough time to let an individual strategy become a part of a strategic process. But after giving something a certain amount of time, we can begin to know the ROI on effort or at least feel comfortable we’re not just shooting in the dark.

I’ve become a bit of a Strava hound: I use a GPS-tracker to track my (cycling) and over the course of about two years, now, I can see the long-term trend of improved cycling. On a week-to-week basis, it’s difficult to see–much less know–when to rest, lose some weight or something or compare historical data of how often I rode this time last year, etc. To bore you enough with all that, it’s intriguing how data can help us, as a society, understand trends in performance and how that can lead to better performance over time by reducing waste and improving outcomes.”

If one is focused on continuously improving methods and messages, the blips on the radar, that need improving become challenges that can be met and trained to overcome, not feared. I just read an article in the New Yorker that discussed the issue of continuous improvement by focusing on relating to one’s data. In it, James Surowiecki mentions the Japanese term, “kaizen” The article continues: “In a kaizen world, skill is not a static, fixed quality but the subject of ceaseless labor.”

While analysis may be the new normal, unprocessed data isn’t very good at helping in the short term. If one works out for ten minutes and then wonder “Am I better than I was twenty minutes ago?” he or she runs the risk of driving him or herself crazy, throwing the prospects of a solid feedback loop into a frenzy of checking your form in the proverbial mirror after each push-up.

In the short term, yes, put out the fire do what needs to get done to get through. But long term: focus on honing and perfecting that message, using data to understand your audience and connect with them.

Bluestone Development Identity + Development


Bluestone Development, LLC. Identity + Development
This identity, conceived and presented for the development company that owns and manages Mount Vernon Business Center—based in Baltimore City—is derived from the corporation’s given name.

Bleustone Development is derived from the unique variety of limestone found in the Shenandoah region. Though many countries have a stone that they call bluestone, the founder’s specific variety is particularly rare in the eastern US, with one foundry accounting for most of its availability, making the specific region of origin a unique marker in the organization’s founding. That region has family roots for the organization.

See more:

Eleven Peppers Studio

“Director’s Cut”

Blog viewers may have seen the work that went into the Eleven Pepper’s Identity and when hired a designer should not only do what is asked but go beyond and amaze. Well, that often results in what a colleague calls “killing your babies.” Hence, a director’s cut, if you will—the identity as I wanted it.

Park Heights 5K Identity + Poster

Items developed to support the Park Heights Community Health Association’s Annual 5K held in Baltimore. The event which is a community event, brings together a large number of people and focuses on health and welfare in addition to having a timed race. The poster with a mosaic of imagery captures the broad array of imagery that the photographers were able to capture in previous years’ races.
The addition of the Aetna / Maryland Physicans Care title sponsors led to last minute edits to the identity.

Mount Vernon Business Center Identity

The building is a unique centerpiece in the heart of Mount Vernon, a culturally significant and historic part of Baltimore City. The building’s architectural flair, provide character to the area and its inhabitants. From a design point-of-view, this became a unique selling point as it compares to other types of office buildings which may lack similar character. The logo represents the historic qualities of the building.

See more on my portfolio: