Print + Branding

  • Paige Smith Laurie Blaha Brand Identity Primary Logo

    Brand Identity for Real Estate Agent


    Paige Smith Portfolio Laurie Blaha Brand Identity

    Pulling from Laurie’s inspirations on Pinterest, I created a focused mood board which captured the visual direction of her new identity — elegant and sophisticated — to portray a knowledgeable and professional presence.


    I explored options of interlocking ‘B’s — which emphasized the initial of the clients' last name — for the bold and architectural element she was looking for.


    Paige Smith Portfolio Laurie Blaha Brand Identity Style BoardThe client absolutely adores her new brand identity on all of her marketing materials — including business cards, signage, postcards and more.



  • Paige Smith Portfolio Albertsons Fresh Flowers logo

    Logo for Albertson's Flower Department


    Print_Fresh-Flowers_Green-Logo copy 2

    After a redesign of was completed, the client reached out to Critical Mass to also create a new ‘fresh flowers’ logo for the flower department both in-store and online.


    Albertsons_Online Logo

    After many creative rounds, I was brought on the project to bring in a fresh and ‘feminine’ design aesthetic. The client loved their new logo; simple, clean and witty treatment of the ‘O’ as a stylized flower.



  • Paige Smith Portfolio Artichoke Magazine

    Award-Winning Artichoke Magazine — Writings About the Visual Arts



    For seven years, I organized the editorial content and designed the layout of the magazine which was published four times a year. I also approved the blue line of the sixty-four page magazine for final printing and communicated back and forth with the editor who lived in a different city via phone, fax and email.



    During my time working on Artichoke magazine, it was recognized as Magazine of the Year at the Western Magazine Awards.


  • USAA-Brochure_1

    Brochure for USAA Clients' to Protect Home Against Wildfires



    In addition to banking, USAA also offers insurance advice to their members who may live in areas at risk for wildfires. I designed this visually engaging brochure to promote awareness and persuade members to participate in the USAA Wildfire Defense Program—which involved a consultation and hazard assessment of their home & property.




    The response was very successful and helped change the potential path of wildfires through members’ mitigation efforts. The design of this brochure was so well received by USAA that a similar version for windstorms was also designed (but sadly, not printed).