Campaign · Illustration · Digital + printBike to Work DayCampaign design across event graphics, posters, apparel and digital communication.Selected work
Design by JR GoodwinLess ordinary.More bite.
Brand identities, visual systems and clear communication. Built to make the complicated feel simple.
Design services built around real problems.
The work starts with what people need to understand, decide or do. From there, I build the identity, materials and visual tools to support it.
01Brand identityLogos, visual direction, brand architecture, standards and the practical tools needed to use the identity consistently.
02Visual systemsTemplate libraries, icon systems, character systems, campaign frameworks and scalable design languages.
03PublicationsReports, editorial systems, brochures, guides and long-form documents that organize information without flattening it.
04PresentationsExecutive decks, proposals, technical diagrams and complex-information design that helps an audience follow the argument.
05CampaignsEmail, social, digital graphics, event materials and coordinated campaigns that remain recognizable across formats.
06Accessible designReadable hierarchy, contrast-aware systems, accessible PDFs, production guidance and remediation support.
Case studies + selected work.
See how the identities, publications and campaigns work in practice. LYFT Learning and Second Verse Choir include full case studies.
Long-term brand partnership · Curriculum · AccessibilityLYFT LearningA visual system built to teach across curriculum, campaigns, icons, characters, email and accessible production.View case study ↗
Brand identity · Standards · ApplicationsSecond Verse ChoirA warm identity system translating music, memory and community into a complete working brand.View case study ↗
Accessibility · Publication · Public serviceADA Program Access PlanAn accessible publication system making policy and program information easier for the public to use.Selected work
Metro VisionEditorial + planningSelected work
Area Agency on AgingIdentity systemSelected work
Urology Center of ColoradoHealthcare communicationSelected work
American Sentinel UniversityHigher education campaignSelected work
The approach
Less fog. More signal.
The process is collaborative, but not vague. Each phase reduces uncertainty and moves the work toward something useful, maintainable and recognizably yours.
01Define the problemAudience, goals, constraints, existing material and the decision the design needs to support.
02Build the systemVisual direction, hierarchy, components, rules and enough flexibility for the work to grow.
03Test the real usesThe identity or layout has to survive actual pages, screens, formats and accessibility requirements.
04Deliver usable toolsFinal artwork, templates, standards and guidance—not a beautiful file nobody knows how to operate.
Accessibility from the start.
Readable hierarchy, contrast, logical structure and accessible production are considered from the beginning, then checked in the formats people will use.
Contrast-aware visual systems
Accessible PDF production
Readable type and hierarchy
Alt text and logical structure
Design + original photography
Sometimes the project needs its own images.
Original photography can be developed alongside a publication, campaign, website or brand story, with one visual direction connecting the design and images.
Available for selected freelance work