Inflection Marketing helps technology companies navigate pivotal moments of growth. The founders wanted a visual identity that conveyed strategic thinking, credibility, and a human-centered approach to consulting.

The final logo combines the letters "i" and "m" into a clean, geometric mark. The dot of the "i" becomes the inflection point—where the line changes direction and rises upward—representing transformation, opportunity, and measurable growth. The result is a modern identity that is both conceptually meaningful and visually simple.

To support the launch, I developed a streamlined brand guide with standards for logo usage, typography, color, and implementation across digital and print applications.

Each year during Open Enrollment, Kaiser Permanente of Washington produces a comprehensive suite of Medicare Advantage Sales Kits to support enrollment across Washington state. These kits serve as the primary sales tool for prospective members and continue to be used year-round by the Medicare sales team to educate, inform, and facilitate enrollment.

The challenge was to design a family of kits that organized a significant amount of regulated content while maintaining consistency, ease of use, and clear regional differentiation.

I led the design and production of three region-specific sales kits for Puget Sound, North, and Spokane. Each kit was carefully structured to present complex Medicare information in a clear, approachable format while adhering to strict Medicare compliance and brand standards.

Because multiple versions were produced simultaneously, I implemented a color-coded envelope system for each region. This simple visual solution reduced production errors, streamlined fulfillment for the print vendor, and made it easier for the sales organization to quickly identify the correct materials.

The sales kits were also adapted for digital distribution. Every component was redesigned as an accessible, downloadable PDF, allowing prospects to access the same information online while maintaining a consistent brand experience.

Later, Kaiser Permanente National picked up these sales kits and began using them for Medicare enrollment kits in other regions.

A new residential construction company needed a brand identity that would help establish credibility from day one. The company specializes in everything from handyman services to mid-sized residential construction projects and wanted an identity that reflected its three guiding principles: customization, sustainability, and affordability.

I began the project by exploring a wide range of thumbnail sketches centered around the client's core values. Rather than relying on literal construction imagery, I looked for a concept that could tell a broader story about growth, improvement, and building something better. One direction quickly stood out: an abstract staircase. The form subtly represents the company's three core values while naturally conveying upward movement, progress, and helping homeowners take their projects to the next level.

Color played an important role in reinforcing the brand. A fresh, confident green was chosen to represent sustainability while remaining modern and approachable. The business cards were designed in a portrait format to emphasize the upward movement established in the logo.

The Community Age In (CAI) campaign is one the best tools we have used to gather prospect contact information. The campaign is targeted at people that are 64 years of age and will be aging into Medicare over the next year.

The campaign consists of a series of Direct Mailings (4 letters and 2 self-mailers) over the course of the year. Each piece has a specific message that is appropriate at that stage of the age in as well as incentives to take action.

For the earlier mailings the Guide to Medicare is given away so the prospect can find out all the details of what they need to know about Medicare - links on the mailings take them to landing pages. They can download the PDF or ask for it to be mailed; in turn the contact information is captured. They can also opt-in to an email campaign that will send a series of 7 emails over the course of the year that contain more information; allowing us to capture email addresses.

For later mailings the message is encouraging the prospect to be aware that the will need to enroll in Medicare, and that Kaiser Permanente has Medicare plans for them. The Kaiser Permanente Medicare Sales Kit is given away as an incentive. This contains all of our marketing materials and enrollment forms.

Beauty.com partnered with specialty spa Herban Therapies in order to add relevant content to site and to have a brick and mortar place to test products. In return, Beauty.com agreed to help brand the spa and create some in store collateral that included: Logo, Business Cards, Brochure of Services, Signage and a simple Jump Page on Beauty.com.

Vitality magazine is put out right before the senior caucus in the spring. This highly informative magazine has 2 main functions: 1) relay mandatory medicare information to Medicare members and 2) inform and remind members as well as prospects about Medicare Advantage benefits with Kaiser Permanente.

In 2021, this also became an important way to inform our members and seniors in general things they could do during the pandemic. We took advantage of information we had gathered over the previous year and used that to make this issue to help keep people safe and healthy during this unprecedented time.

The feel of the magazine was very upbeat, starting with the cover. We wanted people to feel good and have hope. There are member stories on ways to stay connected with others, mental health resources and information, ways to get healthcare virtually, how pets can be a source of joy, ways to exercise, and reiterate what Kaiser Permanente is doing to make their healthcare safer and better.

The magazine was also chocked full of brain teasers, quizzes, and puzzles for entertainment.

The annual resolutions sale is one of the largest of the season for drugstore.com, so an entire site store supports the sale. Focusing on health and wellness, this sale goes through the entire month of January. Marketing placements are heavy in email, but also inbox (print pieces) were used to market offline.

This was one of a series of microsites that focused on department or category level products from the drugstore.com catalog. The sites were reskinned and branded for more targeted customers, as well as marketed both on and offline. This site focused on Men's Health and Grooming products.

Various emails sent out promoting products, category sales, department sales, or programs.

VisionDirect.com is the low cost leader in contact lenses. These were marketing emails targeted at repeat customers, new customers and lapsed customers. Some were also pushing accessories and season items.

Kaiser Permanente of Washington teamed up with Seattle Parks and Recreation and the Trust for Public Land to sponsor the Fitness Zones that were laid all across the Puget Sound. Thirteen fitness zones allowed anyone to use them. We wanted to raise their awareness as a community benefit for better health and to encourage people.

Before we designed the brochures that would go into facilities, we first scouted the locations to see for ourselves what the Zones looked like. We picked Powell Barnett park to do a custom photo shoot. The park was large and had ample space for good shots. We used internal KP employees to be models for the shoot and chose on the basis that anyone could do this.

Marketing to various audiences, these pieces are a small sample of the brochures, handouts, flyers, and direct mail used to keep members engaged and aware of programs. Kaiser Permanente is a HMO that both insures and cares for its members. Always adhering to Brand Standards, these pieces all convey a positive tone, bright color palette, clear and friendly copy, and clean layout.

The problem to solve was to visualize R.A.R.E. traits (respect, agility, responsibility, execution) from the HR Team. Concept of things that are rarely seen gave us a fun visual language that employees would gladly give to others and they could be proudly displayed. We also made more then one so that employees would be encouraged to "collect" all 4! And cool mousepads also reminded employees to follow the values every work day.

ADIC is a data storage solution company for large corporations. They needed both branding and marketing help to reach out to new clients. Direct marketing materials were created that targeted IT Stake Holders with concepts that ranged from pain-points to idealized backup scenarios and solutions.

Also created for ADIC were annual report wraps that focused on company goals, successes and new technology. On every version of their Annual Report, they add the names of all the employees to the cover in some way, to show that everyone contributes to the success.

DataQuest and RentQuest both provide background checks for employment and renters. Since both branches of this business had similar, yet distinctive functions, branding was created in the same style and format, but used logo, copy, images and color variations to separate them. Branding and collateral provided the tools they needed to start their new business venture.

Cards were created to drop in customer boxes with promotions for return purchases. These would go into both Beauty.com orders and drugstore.com orders (sites shared a common shopping cart). Beyond designing the cards, I was in charge of production and vendor management for purchasing and ensuring cards were delivered on time and to the right place.

Other Beauty.com collateral that was created including new business cards, thank you cards and gift cards.

LookBooks were sent out each year as PR for new products that Beauty.com would be carrying for the Holidays and in the new year. This one I concepted and art directed with a free lance designer. Main idea was to make it feel like a holiday scrap book with details of tape, ribbon tacks. I also handled the print vendor and production.

Corbis needed a full catalog designed for all of their old / historical stock images they had recently acquired from Getty, Bettman, etc. A concept was designed around the Corbis name for customer recognition. There were also two indexes created so that users could search the catalog by either Category or Concept. All the photos were arranged on custom grids so that none of the layouts were exactly alike. No expense was spared in the printing of this catalog that included custom die-cuts, spot colors and 5 colors process.

The Corbis View User Guide was given out to customers with accounts. The Guide was spiral bound to a collapsible stand so that it could stand freely as it was being used. One side of the guide was all about using the service, and the other side was dedicated to tips and techniques.