In 2012 the craft beer scene in San Diego was getting going and three home-brewing friends had the idea to open a tasting room on Cedros Avenue in Solana Beach — to make & serve great beer, have monthly art shows featuring local artists, host fundraisers, and community events, all with a welcoming atmosphere. They hired me to help come up with a name and create an entire brand that reflected this ethos and vision. This was the beginning of a great relationship and I’ve had to pleasure to help continue building a brand that we’re all proud of to this day.
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Naming
Brand Identity
Creative Direction
Signage
Packaging
Apparel & Merchandise
Print Collateral
Art Show Curation
Website
Kashi hired Type G to help launch their new Kashi GO™ Campaign, creating: a Lifestyle Video for their Natural Foods EXPO Tradeshow booth + 5 National TV commercials + Website Redesign + Print Ads ~ featuring an authentic California lifestyle, using all local talent & shot right here in golden North County San Diego.
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Director / Photographer: Embry Rucker www.embryrucker.com
Director of Photography/Post Production: Nate Lee www.leewardproducitons.com
Creative Director: Mike Nelson / Type G
Producer: Heather Smith www.smithxunion.com
Bambucha chef-crafted Kombucha started in 2016, quickly growing into a national brand. Guided by over 60 years of combined culinary expertise - sourcing the finest ingredients from organic farms to create a balanced, tasty beverage.
Looking to create and launch their line of hard kombucha’s, they felt it was time to rebrand and hired me to create a whole new look before launching their line of hard kombucha’s across America.
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Brand Identity
Creative Direction
Brand Guidelines
Packaging Design
Illustration
Print Collateral
Website Consult
140-acre property in Waco Texas that operates the famous wave pool, largest waterslide jump in America, wakeboard cablepark and other fun activities - along with a hotel, cabins, restaurant and two bars and snack shacks. They needed a complete rebrand from the old name BSR (Barefoot Ski Ranch) to Waco Surf, along with brand identities for all of their activities and multitude of places to eat, along with wayfinding signage on the property and digital advertising creation.
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New Brand Identity
Multiple Restaurant & Activity logos
Style Guide
Creative Direction
Signage Campaign
Print Collateral
Wayfinding Signage
Merchandise
Website
Digital Advertising
Opus Footwear makes skateboarding shoes designed by skateboarders. Founded by my old friend and industry veteran Mirko Mangum.
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Logo
Brand Identity
Creative Direction
Animation Art Direction
Apparel & Merch
Print Collateral
Coastal Roots Farm is a 17-acre organic farm located near the coast in Encinitas with a Mission of cultivating healthy, connected communities by integrating sustainable agriculture, food justice, and ancient Jewish wisdom. Coastal Roots wasn’t open to the public yet and didn’t have a brand, or anything at all but a name and a big Mission. They partnered with me to design their brand from the ground up.
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Brand Identity
Style Guide
Creative Direction
Signage Campaign
Print Collateral
Vehicle Graphics
Apparel
Website
As kinship grew with the original founders and their groups of friends on local rides, they realized these crews deserved a higher level of custom performance gear when flying their team colors. From that idea, Eliel was born. To create an authentic brand that captured the spirit of California while delivering unmatched quality that would rival the leading brands from across the cycling world. They hired me to create an authentic So-Cal vibe inspired brand with all touch-points.
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Brand Identity
Creative Direction
Cycling Kit Graphics
Apparel & Merch
Print Collateral
Website
photos: Topher Riley
Lenny & Larrys, known for their BIG vegan cookies and bars since 1993, hired mee to create 4 So-Cal Lifestyle Videos. My team of local, seasoned, awesome people that I pulled together was responsible for concepting, locations, permitting, talent and production ~ all right here in our backyard of North County San Diego.
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Creative Director / Client Mgmt : Mike Nelson
Director / Photographer: Embry Rucker www.embryrucker.com
Producer: Heather Smith www.smithxunion.com
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As Encinitas-natives, the Harth family grew up in one of California’s unparalleled surfing meccas, with the local backyard breaks. The vision while creating Surfhouse was to deliver a surf-inspired boutique hotel which combines all of their favorite things: the beach lifestyle and local surf community, good vibes, traveling, and stewardship of our town. The mission is to immerse the guests in the authentic California experience. At Surfhouse, you might check-in as a guest, but you’ll leave feeling just like one of the locals.
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Brand Identity
Style Guide
Creative Direction
Signage
Mural
Print Collateral
Apparel
Website Landing Page
Charleston Peak Winery is a Southern Nevada estate with sprawling vineyards and a beautiful property juxtaposed against a backdrop of mountain vistas. New owners purchased the winery, called Pahrump Winery, from the original owners who wanted to retire. The new owners changed the name to Charleston Peak, after the iconic local hiking peak, and needed a new brand identity, wine labels and much more.
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Brand Identity
Creative Direction
Brand Standards
Signage
Wine Label Packaging
Apparel & Merchandise
Print Collateral
A community favorite icon, Fish 101 restaurant — in Leucadia and now Cardiff — serves up the best food with the friendliest staff and a strong surf team including Taylor Knox, Damien Hobgood and Josh Kerr. They hired me to design tees and hats, adding to their popular line of merch you may have seen around town.
Founded on the belief that friendships grow when we gather, share and toast to our stories. While they are meticulously crafting small batch spirits in San Diego’s East Village, they’re secretly doing their part to create a more connected community. Storyhouse Spirits celebrates this voyage called life ~ and the plots, characters, conflicts and resolutions that make us human. From the mountains to the deserts to the Pacific Coast, Storyhouse Spirits embraces the diversity of California that you can taste in every sip.
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Naming
Strategy and Positioning
Brand Identity
Signage
Packaging
Apparel & Merchandise
Print Collateral
Website
Framed by the backdrop of Carlsbad’s iconic Windmill, Carlsbad by the Sea Hotel was looking tired and outdated - desperately in need of a brand refresh.
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Brand Identity
Style Guide
Creative Direction
Signage
Print Collateral
Vehicle Graphics
Apparel
In 2009 from Bend, Oregon Hydroflask launched the first all-insulated bottle line-up into the market, eventually focused attention to the beer market and launched the first-ever insulated growler. Hydroflask hired Type G to create a new outdoor event activation with an elevated experience, which has traveled to dozens of events across the nation including Hawaii.
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Experience Design
Creative Direction
Signage
Vehicle Graphics
The world is ‘moving’ faster and most people aren’t getting enough intake of antioxidants and other important nutrients in their diet — we’re too busy, it’s not easy to pull off. NewGreens has had success in the market now for several years, but as more competition began chomping at their retail shelf space, they realized a full brand refresh was needed.
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Creative Direction
Graphics
Icon System
Packaging
Social Media Content
Website Design
The Hive is the coworking & event space, located at the top the hill above Coastal Roots Farm in Encinitas. Filled with employees and Jewish non-profit companies ~ with the mission is to advance self-sufficiency, vibrant Jewish life & social entrepreneurship in North County San Diego.
Local health food market in North County, SD since 1987 & creators of the world famous Cardiff Crack tri-tip.
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Brand Identity
Style Guide
Creative Direction
Signage
Packaging
Print Collateral
Apparel
Surftech hired Type G to create a much needed brand overhaul ~ celebrating 25 years in the surfboard manufacturing business.
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Brand Identity
Creative Direction
Print Collateral
Advertising Campaign
Website Design
Apparel & Merch
Founded by local mountain bikers and professional engineers who are passionate about riding — to create bikes that allow you to ride to your potential.
More Control. More Speed. More Fun.
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Brand Identity
Positioning
Creative Direction
Style Guide
Video
Website
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Photography & Video: www.mikesmith.studio
A national cannabis co with licenses in nine states and expanding. From “seed to sell” with award-winning products, Harvest is curating good times across the country.
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Hired by DRVN Partners
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Brand Identity
Brand Guide
Creative Direction
Signage
In-Store
Naming (Harvest House brand)
Packaging
Apparel & Merchandise
Founded by two pharmacists and IFBB Professional athletes who utilize over 25 years of fitness and supplement experience, their mission was to provide the safest and highest performing supplements in the industry — to help athletes perform at their absolute best.
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Brand Identity
Creative Direction
Packaging
Apparel & Merchandise
Nestled in the community of Bankers Hill near Downtown San Diego, Sojourn is a healing center that provides an integrative approach to total well-being. Through our unique combination of offerings such as yoga, sound healing, Reiki, meditation, massage, acupuncture, intuitive guidance, workshops and community events.
They hired Type G to design a brand to reflect the authentic & unique spirit of who Sojourn Healing Collective was going to become.
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Brand Identity
Business System
Style Guide
Creative Direction
Signage
Website Landing Page
A Martial Arts academy in Solana Beach with a welcoming, healthy & fun coastal culture that positively influences the lives of everyone there. At Studio 540, there are over a dozen great black belt instructors & numerous guest seminars taught by World Champion athletes… giving it the reputation as one of the best schools on the planet.
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Brand Identity
Style Guide
Creative Direction
Signage
Print Collateral
Apparel
Merchandise
