Mike Ideas is a brand strategy and digital development studio based in Winter Park, FL.
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Explore Projects
Mead 85th Anniversary
Brand Strategy
Identity Design
Print Design
Event Graphics
Naming
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Celebrating 85 Years of Legacy: A Living Identity for Mead Botanical Garden
Brand Identity, Event Collateral, Environmental DesignMead Botanical Garden, a historic 47-acre urban sanctuary nestled in Winter Park, Florida, has long served as a vital green space for the community. As the garden approached its 85th anniversary, Executive Director Cynthia Hasenau envisioned a commemorative event that would not only honor its rich history but reassert its relevance and vitality in the modern era.
To bring this vision to life, we were asked to explore, iterate, and ultimately implement a comprehensive visual identity for the anniversary celebration—an event that would serve as both milestone and message, reminding the community of the garden’s enduring value amid Winter Park’s rapid development.
Challenge
Our brief was to design an identity system that could carry the weight of legacy while celebrating the present and signaling a future of growth. It had to feel timeless yet fresh, cohesive yet expansive—resonating with both long-time patrons and new visitors. The challenge was heightened by the competitive landscape of public gardens and local cultural institutions in the Central Florida region, where attention is split between urban expansion, new civic initiatives, and established nonprofit programming.
Solution
The design response drew inspiration directly from the garden’s founding spirit and physical beauty. At the center of the identity was the 85th anniversary logo—an emblem that captures the intertwined resilience of the community and the land. The numerals 8 and 5 are rendered as sinuous, interlocking forms, echoing the organic patterns found in vines, orchids, and garden pathways. This motif is a visual metaphor for the strength found in interconnectedness, an apt reflection of a garden born of civic vision and maintained by collective stewardship.
We anchored the visual system in a palette drawn from the garden’s archival materials: the signature blue linen, inspired by the textured paper used in Theodore L. Mead’s prized orchid illustrations, became a grounding color used throughout banners, stage signage, and printed ephemera. Typography was led by Trade Gothic, a typeface with American modernist roots—its crisp geometry and understated character lending historical weight while maintaining contemporary clarity. Originally released in 1948, Trade Gothic became widely used in editorial and institutional work throughout the 20th century, making it a fitting nod to Mead’s era and the ongoing civic story of the garden.
Archival postcard imagery—digitally restored and upscaled for legibility—was integrated throughout the print and environmental applications, providing historical resonance and visual texture. The line "Celebrating 85 Years" served as a succinct byline across materials, conveying the event’s significance in a single, declarative statement.
Deliverables included:
A refreshed visual identity and anniversary logo lockup
On-site signage: stage backdrop, welcome banners, directional flag signs, and donor acknowledgment boards
Typography system and visual guidelines for year-round brand use
Print collateral inspired by historic garden postcards
Results
The 85th anniversary celebration was a resounding success, marked by a joyful, multi-sensory experience that honored both place and people. Over 80 guests gathered beneath the spring canopy—including the mayor of Winter Park, who formally declared March 29th as “Mead Garden Day.” Vintage automobiles from the garden’s founding decade flanked the welcome area, while surprise performers ignited the crowd with spontaneous dance and song—a symbolic burst of vitality as Cynthia Hasenau prepared to retire after years of transformative leadership.
More than a commemorative moment, the event served as a springboard for the garden’s next chapter. The newly revealed master plan for the future of Mead was unveiled at the event, anchored visually by the new identity system and collateral. The community’s response was immediate and enthusiastic, reaffirming Mead Botanical Garden’s role as an essential cultural and ecological touchstone in the heart of Winter Park.
This case exemplifies how thoughtful identity design can serve as more than aesthetic—it becomes a connective tissue between legacy and future, people and place.
Client
Mead Garden Inc.
Sector
Nonprofit
Discipline
Brand Strategy
Identity Design
Print Design
Event Graphics
NamingOffice
Winter Park, FL
Project Team
Cynthia Hasenau
Valerie Fetterolf
Emily Smith
Michael Diaz
S&W Family Law
Brand Strategy
Identity Design
Copywriting
Web Design
Naming
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Challenge: Modernizing Tradition While Honoring Legacy
Sidweber and Weintraub, a respected family law firm in South Florida, has been delivering ethical and compassionate legal services for decades. Renowned for their integrity and credibility, the firm sought to update its brand identity to reflect its modern approach to family law while preserving the trust and reputation it had built over years of dedicated service. They needed a cohesive brand system that could communicate their professionalism, empathy, and focus on client success while being flexible enough to support future growth.
Solution: Redefining Trust and Authority
Working alongside Sean Ashlow and Alexis Occhipinti, Michael spearheaded the effort to redefine Sidweber and Weintraub’s brand identity. The team combined their expertise in tone, voice, and visual identity to create a system that authentically captured the firm’s values: integrity, professionalism, and client empowerment. This collaboration emphasized the importance of aligning every element of the brand to communicate trust and authority while maintaining a compassionate, approachable demeanor.
Visual Style: Modern Elegance
The visual identity centered on a clean, professional aesthetic that conveyed authority and empathy. Typography was updated to a modern serif font, creating a timeless yet approachable look. The color palette featured deep blues and soft neutrals, evoking trust, stability, and calmness.
Brand System: Unified Yet Dynamic
The refreshed brand system included a versatile wordmark and a logo symbol inspired by the balance scales of justice, subtly integrated into a modern geometric design. This icon served as both a stand-alone graphic and a reinforcing element across digital and print materials.
Collaboration and Communication Assets
Michael collaborated with the firm to design and develop comprehensive brand collateral, including:
Stationery: Letterheads, business cards, and envelopes with the updated logo and typography.
Client Resources: Informational brochures, intake forms, and legal service guides.
Digital Presence: A fully redesigned website, integrating user-friendly navigation, SEO-optimized content, and mobile responsiveness.
Social Media Templates: Cohesive visuals for engaging with the community and clients on platforms like LinkedIn and Instagram.
Workshops and Discovery
To ensure the brand reflected the team’s authentic voice, Michael conducted discovery workshops, interviewing key stakeholders to uncover their unique values and aspirations. These sessions informed the brand’s tone of voice, emphasizing professionalism, compassion, and confidence in all client communications.
Photography: Personal and Professional
High-quality, authentic photography humanizes the brand, featuring both the legal team and the families they serve. These visuals highlight the firm’s dedication to guiding clients through difficult transitions with care and understanding.
Empowering Families Through Clarity and Confidence
The refreshed brand identity positions Sidweber and Weintraub as leaders in family law, bridging their respected legacy with a modern, client-focused approach. The scalable system ensures the firm can continue to grow while maintaining their commitment to ethical and compassionate legal representation.
Client
Sidweber & Weintraub
Sector
Family Law
Discipline
Brand Identity
Digital Design
Photography
Office
Winter Park, FL
Project Team
Sean Ashlow
Alexis Occhipinti
Anchovies Team
Max Riehn
Ashley Pribisco
Michael Diaz
AK Building Services
Brand Strategy
Print Design
Business Strategy
Copywriting
Presentation Design
Web Design
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Challenge: Honoring the Legacy and Scaling for the Future
AK Building Services, a Florida-based commercial cleaning provider, has been serving a wide range of facilities since its inception in 1973. Founded as Action Kleen Systems, the company has evolved from humble garbage cleaning and vacuuming to full-scale building maintenance. With over 500 employees servicing 400+ locations, AK Building Services faced the challenge of creating a brand system that respected its past while allowing for future growth.Solution: Leveraging Trust and Humanity
To address the challenge, Michael leveraged the core values of the AK family and the importance of trust in the cleaning industry. With the anchor statement of “helping you shine,” AK Building Services emphasized its commitment to creating clean, safe, and organized environments that enable everyone to thrive.
Visual Style: Combining Tradition and Modernity
The reimagined visual style of AK Building Services preserved the 25-year-old mark while incorporating modern elements. By updating the typography to the sans-serif typeface Montserrat, the brand achieved a clean and structured yet friendly appearance.
Brand System: Reflecting Cleaning Tools and Professionalism
The brand system revolved around the wordmark and circular “AK” stamp, which echoed the shape of tools used in the cleaning industry. This circular shape served a dual purpose, visually representing the act of cleaning by removing a green-to-blue brand gradient and acting as a container for highlighting the people associated with clean facilities, including staff, clients, and patrons.
Collaboration and RFP Assets
Michael collaborated closely with Vice President Shari Cedar to develop a library of Request for Proposal (RFP) assets. These assets played a crucial role in expediting the process of winning six-figure contracts with local businesses, such as Cleveland Clinic and Broward Health. The RFP assets not only showcased AK’s commitment to diversity, ethical practices, quality controls, and conflict resolution protocols but also revealed the company’s rigorous hiring practices and innovative staffing technology.
Comprehensive Brand Support
In addition to creating a wide range of brand collateral, including the website, promotional assets, social media strategies, apparel, and signage, Michael remained on retainer to provide ongoing support for AK’s strategy, marketing, and design needs.
Empowering People and Fostering Safety
The messaging strategy focused on empowering individuals in the workplace and emphasizing the responsibility of facility managers in creating safe environments where staff and patrons can shine their best. By centering the messaging around the people AK serves, the company differentiated itself from competitors driven solely by metrics. AK positioned itself as a pioneer in the commercial cleaning industry, prioritizing empathy, dependability, and efficiency.
Photography: Inspiring and Professional
Photography played a vital role in communicating AK Building Services’ offerings. The clean, upbeat photos of business owners, medical staff, and office employees captured the essence of the brand while preserving professionalism. These photos showcased the value that AK’s services bring to facility owners, emphasizing the company’s dedication to helping facilities prosper. Contracted photographer James Jackman skillfully captured the authentic and disarming moments of the people who work in the field every day.
A Resilient Future and Safety-Focused Facilities
After a challenging year providing pandemic-specific disinfection services, AK Building Services continues to help all types of facilities present their best spaces. The refreshed brand identity positions AK to scale its vision to a wider audience of safety-focused facilities, providing a scalable system for a successful future.
Client
AK Building Services
Sector
Commercial Cleaning
Discipline
Brand Identity
Digital Design
Apparel
Photography
Web Design
Graphic Design
App Development
UX Design
Print Design
Office
Winter Park, FL
Project Team
Mark Cedar
Shari Cedar
James Jackman
Nitreeca Jean-Noel
Michael Diaz
Pop Design
Brand Identity
Strategy
Copywriting
Packaging Design
Web Design
Product Design
Positioning
Product Photography
Listing Design
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Challenge: Creating a Brand Identity for Pop Design
Pop Design, a new Amazon-centric brand created by Kannyn MacRae, aimed to deliver functional, emerging technology-driven products that enhance people's lives. The challenge was to establish a brand identity that captured the essence of the brand and appealed to a broad demographic.
Solution: Michael’s Contribution to the Brand Identity
Leveraging Kannyn MacRae’s personality as an avid mountain biker, Michael collaborated to create the name and brand identity for Pop Design. The goal was to express a joyful adventure-seeking spirit powered by approachable innovation.
Logo Design: Reflecting Design Thinking and Approachability
The “Pop” monogram logo, featuring an altered version of the Arista Pro typeface, was designed to evoke the bubbly feeling one gets from pushing a new toy’s circular power button. The smiling cyclops ‘o’ within the logo symbolized Pop Design’s commitment to design thinking in product development.
Typography and Visuals: Balancing Playfulness and Utilitarianism
The brand system incorporated Oswald, Poppins SemiBold, and Roboto Condensed as primary typefaces. The “Pop” lettering exuded a friendly and playful disposition, while the typeface “design” struck a balance between utilitarian and airy aesthetics. The visuals complemented the typography, incorporating a smiling Arista Pro ‘o’ to add emphasis when needed.
Credibility and Packaging: Reinforcing Brand Identity
To establish credibility, the branding was consistently integrated into image galleries and directly on products, using the smiling ‘o’ as a symbol of Pop Design’s intention to make “Life Better.” Thoughtfully crafted packaging, featuring the brand mantra and accessible customer phone support, further enhanced the brand identity. Spot gloss elements helped the products stand out.
Automation and Consumer Insights: Empowering Growth
To streamline growth, Pop Design’s stock was housed and fulfilled by Amazon(FBA). A Shopify website equipped with automatic Amazon shipping was created, allowing convenient and automatic order delivery without added intervention. This successful launch provided valuable consumer insights typically hidden from Amazon vendors.
Image Galleries and Enhanced Content: Presenting a Cohesive Narrative
Michael and his remote creative team collaborated with Kannyn MacRae to create over 31 Amazon product image galleries. Each gallery featured extensive infographics and Enhanced Content assets, showcasing product strengths, features, and uses. The highly-specialized product shots, lifestyle imagery, copyrighting, icons, and print materials combined to present a cohesive brand narrative.
Product Descriptions and Conversion Optimization: Ensuring Dependability
Exhaustively detailed product descriptions, manuals, and instructions were provided to mitigate customer service calls and defend algorithm-sensitive product credibility. Distinct and emotionally compelling image gallery treatments, including A/B testing of flat white product ‘hero’ shots, were employed to optimize conversion rates.
Brand Promise: Reliability and Support
Pop Design’s quality-centric approach, leveraging design to make “Life Better” for everyone, was backed by warranties and on-demand customer support. The new brand identity captured the promise of reliability with strength and a smile.
Testimonial: Recognizing Michael’s Contribution
Kannyn MacRae, Owner and Founder at Pop Design adds: “I couldn’t be more grateful and proud of what we have done to help Pop thrive in a competitive Amazon area. Michael was instrumental in its conception and will continue to be so in its continued evolution.”
Client
Pop Design Products
Sector
Online Retail
Discipline
Brand Identity
Digital Design
Web Design
Graphic Design
App Development
UX Design
Packaging Design
Motion Graphics
Product Photography
Office
Los Angeles, CA
Project Team
Kannyn MacRae
Nima Ahmadinejad
Michael Diaz
Additional Project
Botanical Garden Wayfinding
Brand Strategy
Copywriting
Wayfinding
Illustration
Web Design
Interpretive Signage
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Challenge: Improving visitor navigation while preserving natural charm
The Mead Botanical Garden team sought a modular wayfinding system to guide visitors seamlessly through its 47-acre expanse, the largest botanical garden in Winter Park, Florida. Our goal was to design a system that not only addressed the challenges of navigating such a large area but also enhanced the visitor experience by blending seamlessly with the garden’s lush, natural environment.
Approach
We began by immersing ourselves in the space: walking the trails, analyzing surveys, and observing how visitors interacted with the environment. Our insights revealed key challenges:
Scale and Adaptability: With its ever-evolving layout, the garden required signage that could be easily updated to reflect changes in pathways or attractions.
Aesthetic Integration: Signs needed to blend harmoniously with the garden’s landscape, avoiding visual disruption.
Clarity and Functionality: Directions had to be clear and accessible to visitors of all ages and physical abilities.
To address these needs, we proposed and developed a modular wayfinding system:
Design Details: Each sign featured a dark green background for high readability while blending into the forest surroundings. Multi-directional, vandal-proof arrows were encased in cubed bounding boxes, ensuring accurate orientation for cardinal directions.
Modularity: The system allowed for quick and cost-effective updates, accommodating the garden’s changing features and seasonal variations.
Quiet Presence: The understated design encouraged a sense of adventure, providing essential information without overly directing visitors, preserving their freedom to explore.
Collaborative Validation: A main pavilion map and test signage prototypes were created and reviewed with Mead Garden’s board of directors for iterative refinement.
Results
The completed wayfinding system has significantly enhanced the visitor experience:
Clarity in Navigation: Visitors now enjoy a clearer, more intuitive navigation experience across the garden’s expansive layout.
Sustainability and Longevity: The vandal-proof materials and modular design ensure the system can adapt to future needs with minimal waste.
Seamless Integration: The signage complements the natural environment, adding value without detracting from the garden’s beauty.
The project was delivered on time and within budget, meeting Mead Garden’s operational and aesthetic goals.
Conclusion
The Mead Garden Wayfinding project exemplifies the power of collaborative design. By integrating input from environmental specialists, urban planners, and creative professionals, we achieved a system that honors the garden’s mission to inspire and educate while improving accessibility.
This project underscores the importance of thoughtful, adaptable design in creating spaces that both serve and inspire.
Client
Mead Botanical Garden
Sector
Non-Profit Garden Association
Discipline
Digital Design
Graphic Design
Print Design
Office
Winter Park, FL
Project Team
Jeffrey Blydenburgh
Catherine Bowman
Cynthia Hasenau
Brandon Saltmarsh
Sue Foreman
MBG BOD
Michael Diaz
NBA & MLB Packaging
Packaging
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Challenge: Improving visitor navigation while preserving natural charm
The Mead Botanical Garden team sought a modular wayfinding system to guide visitors seamlessly through its 47-acre expanse, the largest botanical garden in Winter Park, Florida. Our goal was to design a system that not only addressed the challenges of navigating such a large area but also enhanced the visitor experience by blending seamlessly with the garden’s lush, natural environment.
Approach
We began by immersing ourselves in the space: walking the trails, analyzing surveys, and observing how visitors interacted with the environment. Our insights revealed key challenges:
Scale and Adaptability: With its ever-evolving layout, the garden required signage that could be easily updated to reflect changes in pathways or attractions.
Aesthetic Integration: Signs needed to blend harmoniously with the garden’s landscape, avoiding visual disruption.
Clarity and Functionality: Directions had to be clear and accessible to visitors of all ages and physical abilities.
To address these needs, we proposed and developed a modular wayfinding system:
Design Details: Each sign featured a dark green background for high readability while blending into the forest surroundings. Multi-directional, vandal-proof arrows were encased in cubed bounding boxes, ensuring accurate orientation for cardinal directions.
Modularity: The system allowed for quick and cost-effective updates, accommodating the garden’s changing features and seasonal variations.
Quiet Presence: The understated design encouraged a sense of adventure, providing essential information without overly directing visitors, preserving their freedom to explore.
Collaborative Validation: A main pavilion map and test signage prototypes were created and reviewed with Mead Garden’s board of directors for iterative refinement.
Results
The completed wayfinding system has significantly enhanced the visitor experience:
Clarity in Navigation: Visitors now enjoy a clearer, more intuitive navigation experience across the garden’s expansive layout.
Sustainability and Longevity: The vandal-proof materials and modular design ensure the system can adapt to future needs with minimal waste.
Seamless Integration: The signage complements the natural environment, adding value without detracting from the garden’s beauty.
The project was delivered on time and within budget, meeting Mead Garden’s operational and aesthetic goals.
Conclusion
The Mead Garden Wayfinding project exemplifies the power of collaborative design. By integrating input from environmental specialists, urban planners, and creative professionals, we achieved a system that honors the garden’s mission to inspire and educate while improving accessibility.
This project underscores the importance of thoughtful, adaptable design in creating spaces that both serve and inspire.
Client
Mead Botanical Garden
Sector
Non-Profit Garden Association
Discipline
Digital Design
Graphic Design
Print Design
Office
Winter Park, FL
Project Team
Jeffrey Blydenburgh
Catherine Bowman
Cynthia Hasenau
Brandon Saltmarsh
Sue Foreman
MBG BOD
Michael Diaz
Barron Barron
Illustration
Naming
Branding
Groveland Nightscape
Illustration
Animation
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Challenge: Visualizing a Low-Impact Lighting Community
Stringfellow Planning and Design, a Winter Park-based urban planning firm, was faced with the task of envisioning a conceptual low-impact lighting community in Groveland. Their goal was to showcase the careful planning and design required to create a harmonious blend of historic charm and modern lighting infrastructure. To bring this vision to life, they sought the expertise of esteemed artist Vasily Vasilenko.
Solution: Transforming Artwork into a Nighttime Masterpiece
Michael, working closely with Stringfellow P&D, undertook the challenge of transforming Vasily Vasilenko’s stunning watercolor artwork into a captivating nightscape. The objective was to illustrate how strategically placed and calibrated lighting would enhance the community’s nighttime ambiance without overpowering the natural beauty of the Florida landscape or dimming the brilliance of the night stars.
Crafting a Magical Nightscape
The conversion process required meticulous attention to detail and a deep understanding of lighting principles. Michael skillfully modified the artwork to depict the community at night, infusing it with a warm, welcoming, and magical atmosphere. The placement of individual windows in homes, community centers, and pools illuminated the night scene, creating a sense of life and vibrancy. Street lamps and enchanting lightning bugs gracefully weaved throughout the artwork, adding a touch of whimsy to the composition.
Capturing the Transition from Farmland to Urban Development
In line with the vision for the community, the lighting in the artwork was carefully orchestrated to showcase a gradual transition from farmland to suburban and finally to urban development. This thoughtful progression was reflected in the artwork, with the lighting softly and gradually growing from left to right, mirroring the evolution of the community itself.
Collaboration and Speedy Design Submission
Close collaboration between Michael and Stringfellow P&D played a pivotal role in the project’s success. The tight deadline necessitated swift action, and Michael rose to the occasion, delivering a beautifully transformed design within 24 hours. This design was instrumental in the final winning proposal for the low-impact lighting community in Groveland.
Conclusion: Bringing Vision to Life through Nighttime Imagery
By leveraging his expertise in visual design and lighting principles, Michael successfully transformed Vasily Vasilenko’s artwork into a captivating nightscape for Stringfellow Planning and Design. The resulting image showcased the community’s carefully planned lighting infrastructure, illustrating how it would enhance the nighttime ambiance while preserving the natural beauty of the surroundings. Through effective collaboration and quick turnaround, Michael’s contribution played a vital role in the winning proposal, allowing the firm to convey their vision to stakeholders and achieve their goal of creating a thoughtfully illuminated community in Groveland.
Client
Stringfellow Planning & Design
Sector
Urban Planning & Development
Discipline
Graphic Design
Photo Manipulation
Art Direction
Office
Winter Park, FL
Project Team
Alex Stringfellow
Vasily Vasilenko
Michael Diaz
Brandhut
Creative Direction
Identity Design
Web Design
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Challenge: Navigating the Competitive Landscape of Amazon
Amazon, with its vast number of products and sellers, presents a highly competitive online marketplace. For new brands looking to launch successfully, the process can be daunting, requiring extensive knowledge of Amazon's requirements and procedures. BrandHut, an agency specializing in helping brands navigate Amazon, offers their expertise and resources to empower new vendors.
Solution: Leveraging BrandHut’s Expertise and Resources
BrandHut, with its extensive experience and thousands of reviews, allows brands to piggyback on their well-established, vetted, and red-tape-leaping “master brand” account. By selling products under the BrandHut name or utilizing their agency vendor services, brands can bypass costly headaches and troubleshooting associated with brand registry, logistics, advertising approvals, keyword optimization, and customer service. These factors are crucial for the success of a product launch, as winning early allows a brand to stay ahead in the highly competitive marketplace.
Refreshing BrandHut’s Identity: Growing Together
Recognizing the value of unified vendor efforts, Michael approached the identity refresh for BrandHut with the goal of helping sellers “grow together.” The new brand mark symbolizes the agency’s commitment to intelligently navigating Amazon on behalf of their clients. Drawing inspiration from ancient tribal hut shapes, the double arrow incorporates the power of prehistoric symbols associated with community. The upward motion of the nested points represents growth and unity. The sturdy triangle shape reflects the strength BrandHut derives from pooling efficiency insights and seller reviews from multiple brands.
Targeting Business Owners and Entrepreneurs
BrandHut’s target audience includes business owners and entrepreneurs seeking to launch or expand their Amazon business. The use of instantly recognizable Amazon graphics in photos injects a go-getter spirit into the brand’s visual identity. Brand owners understand the importance of protecting their five-star customer reviews, and BrandHut positions itself as an authority on customer service education, helping brands navigate potential pitfalls and ensuring smooth operations.
Solidifying BrandHut’s Position as an Amazon Powerhouse
Over the past seven years, BrandHut has successfully launched over 500 products and generated millions in profit for its clients. This ongoing collaboration with Michael and his team has established BrandHut as an international force on Amazon. The agency’s website, designed in collaboration with studio designer Aidan Weltner, showcases their success through a simple one-page funnel. The website emphasizes clarity, ease of understanding, and a focus on conversion. It communicates the benefits that vendors can expect to enjoy by growing together with BrandHut.
Overall, Michael’s collaboration with BrandHut has helped brands navigate the competitive landscape of Amazon by leveraging the agency’s expertise and resources. The refreshed brand identity captures the commitment to unified growth and intelligent navigation. With a track record of successful product launches and a conversion-centered website, BrandHut has firmly established itself as a trusted partner for brands looking to thrive on Amazon.
Client
BrandHut
Sector
Electronics
Beauty
Nutrition
Home Goods
Kitchen Appliances
Discipline
Digital Design
Art Direction
Brand Identity
Graphic Design
Web Design
Office
Winter Park
Project Team
Nima Ahmadinejad
Kannyn Mcrae
Matt Burell
Laura Douglas
Aidan Weltner
Michael Diaz
Related Projects
Push Agency
Social Media Strategy
Presentation Design
Art Direction: Animations
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Challenge: Updating Push's Brand Identity and Social Media Strategy
Push, a prominent advertising agency in Central Florida, sought to refresh its brand identity and social media strategy. Their goal was to connect with potential clients by providing tangible value and establishing themselves as a resource for objective, industry-specific insights. Michael, in collaboration with Push's CEO Mark Unger and his team, took on the challenge of visually expressing the agency's unique approach and helping brands grow permanently from within.
Solution: Developing the New Logomark and Social Media Content
To tackle the challenge, Michael art directed multiple visualizations of the agency’s new logomark, the “Master P.” This new multi-layered symbol, a capital “P” rippling from the center with increasing fidelity, embodies Push’s approach of “pushing” clients to reach their full potential from the inside out. The narrative behind the visual reflects Push’s role in assisting brands in activating their inner identity to inform external actions, products, services, messaging, and strategies.
Alongside the new logomark, Michael worked closely with the Push team to develop a comprehensive social media content and strategy. The aim was to harmonize and standardize various post categories that would reinforce the agency’s commitment to diving deeper, conducting intentional consumer research, and creating meaningful connections with strength, individuality, and content.
The Collection of Social Media Post Categories
Push introduced a collection of social media post categories that helped batch and harmonize their content. Each category served a specific purpose and contributed to the agency’s overall message of going beyond the surface:
Dear Diary: A collection of entries from Pushers, including drawings, writings, and other creative expressions from the team.
Lost & Found: Sharing design and art inspiration that inspires.
Critical Mass: Exploring visual strength in numbers through thought-provoking visualizations.
Horcruxes: Presenting personal effects from the Push team, showcasing their meaningful possessions.
My Precious: Highlighting inspiring objects worth discussing.
Master P: Showcasing the new Push logo, the “Master P,” visualized beautifully by new artists.
Made You Look: Posts worth a read and discussion, such as insightful Push blog posts.
Deja Vu: Featuring past Push work that deserves a second look.
Forced Fun: Sharing fun activities and experiences the Push team enjoys together.
Attention Please: Announcements, job postings, holidays, new hires, and other good news from Push.
These post categories combined to reinforce the agency’s commitment to delving deeper, conducting intentional consumer research, and creating strength, individuality, and connection.
The Typographic Treatment and Framework
To visually harmonize the various posts, a typographic treatment was employed, featuring a system of corner-locked titles to convey information. This recurring theme of posts overlaid with type subtly conveyed that Push is a “knowledge-forward” editorial resource, distinguishing them from their photography-centric competitors on Instagram.
The framework introduced a digestible and cohesive system that activated existing and original content with an editorial and defensible continuity. While post formats like “Critical Strength,” “Lost & Found,” and “My Precious” facilitated a wide array of user-generated content, “Deja Vu” and “Made You Look” provided platforms to highlight decades of expertise. The framework also allowed the internal team the creative freedom to showcase their meaningful possessions and document agency experiences through the “Dear Diary” and “Horcruxes” post types.
Breathing Life into the Launch of the Logomark
To bring the new logomark to life, Mike Ideas curated content and sourced talent artwork for the “Master P” category of posts. Leveraging the Dribbble.com platform, Michael Diaz coordinated the creation of the first round of six “Master P” visualizations. These distinct and innovative works of art aligned with Push’s deep experience in specific industries, evoking luxury retail, dining, and the agency’s odd-ball roots through fur, pearls, hypnotizing drink coasters, jello growing pendulums, and abstract, vibrant iterations.
The visualizations tied into Push’s commitment to helping brands connect emotionally and grow permanently from within, reflecting their genuine intention for good. They captured the agency’s unique approach, resilience, and relatability while showcasing their expertise and creating meaningful connections with clients.
Overall, Michael’s collaboration with Push resulted in a refreshed brand identity, an engaging social media strategy, and a cohesive framework that effectively communicated Push’s values, expertise, and commitment to pushing brands to their full potential from the inside out.
Client
Push
Sector
Agency Services
Discipline
Art Direction
Office
Orlando, FL
Project Team
Mark Unger
Thomas Foglia Jr.
Tricia Hinds
Mike Diomede
Nick Chanovsky
Kevin Alves
Joe Tamponi
Filippo Odone
Alper Dostal
Michael Diaz
Broaden
Identity Design
Workshop Facilitation
Video Documentation
Social Media
Volunteer Facilitation
Field Guide
“Listen” Shortfilm
Class Icebreaker
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Challenge: Acceptance, Understanding, and Cooperation
Broaden, formerly known as Pick Your New Opportunities, was founded by Michael Diaz with the intention of challenging implicit and explicit misconceptions in society. The project aimed to foster acceptance, understanding, and cooperation among individuals of different ages, races, genders, disabilities, and sexual preferences.
Solution: Sensory-Deprivation Icebreakers
The project began with an innovative approach at the University of Central Florida, where fellow students were blindfolded and introduced to each other in common areas. The initial success, with two participants forming a lasting relationship, led to the evolution of blindfolded icebreaker activities using various materials and expanding to group interactions. Professor Cynthia Hutchinson from the College of Health Education and Human Performance played a vital role in facilitating blindfolded icebreakers for entire classrooms on the first day of the semester.
Empowering Volunteers and Engaging Participants
Broaden gained momentum as a grass-roots social initiative, relying on countless volunteers who facilitated events using the free, engaging, and versatile Broaden tools. Printable blindfolds made from 8.5×11 paper, detailed facilitation instructions, and categorized question lists empowered volunteers with the confidence to introduce complete strangers in a blindfolded setting. Sensory-deprivation was used as a means to reduce inhibitions, enhance active listening, and create an environment conducive to mindful discussions.
Embracing Diversity and Adaptability
Diversity lies at the core of Broaden’s ethos, with each blindfolded icebreaker format dynamically adapted to the audience size and background. The interactions are never the same, as different questions, blindfolds, and seating configurations are improvised to facilitate conversations. Over 5,400 participants have engaged in Broaden’s blindfolded icebreaker activities, fostering connections and breaking down barriers.
Visual Identity and Brand Messaging
The logo and visual language of Broaden draw inspiration from the Pentagram identity for Warner Records. The fused double sunrise logo symbolizes the power of introductions in broadening horizons. The mask-shaped logo, when cut out of digital rectangles, reveals participant faces and serves as a sponge to display photos. The digital blindfold in the logo represents the core message of the brand—that the future of communication is open and accepting.
Typography and Colors
The typography used in Broaden’s branding is retro-inspired, evoking a sense of a simpler time when in-person conversations were valued over texting. The widened sun trademark further reflects this nostalgic feel. The color spectrum incorporates warm yet bold tones associated with sunlight, happiness, playfulness, vitality, and friendliness. Splashes of orange and black subtly evoke the identity-blurring nature of Halloween.
Photography and Website
Bright and together-forward photography sourced from platforms like Pexels and Unsplash captures Broaden’s personality, providing viewers with an emotional connection and anchoring them to the connecting and empathetic side-effects experienced through blindfolded introductions. Michael Diaz also designed and developed the Broaden website, which housed question lists, blindfold templates, and how-to guides to attract and engage new advocates.
Continued Impact
The spirit of Broaden lives on as teachers continue to utilize the blindfolded icebreaker method, fostering connections and empathy. The project has forged lasting friendships that originated from blindfolded introductions, demonstrating the enduring impact of this unique approach to fostering acceptance and understanding.
Client
Mike Ideas
Sector
Activism
Discipline
Digital Design
Art Direction
Brand Identity
Office
Winter Park
Project Team
Joshua Moussa
Taylor Ashley
Joseph Almeida
Cynthia Hutchinson
Carlos Gonzalez
Michael Carrington
Kathy Bates
Susan Berkowitz
Michael Diaz
Knuckies
Product Design
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Challenge: Addressing Smartphone Waste and Design Limitations
Smartphones have become a global phenomenon, resulting in a massive environmental impact due to their production, consumption of rare metals, and generation of CO2 emissions. Moreover, the alarming number of discarded phones each year adds to the growing e-waste problem. In response to this challenge, Michael Diaz and Mike Ideas partners developed Knuckies, an innovative phone stand with a human-centered design approach.
Solution: Knuckies – Redefining Phone Stands
Knuckies revolutionizes the concept of phone stands by offering a solution that combines functionality, sustainability, and playfulness. Designed to be 3D printed and attached using high-strength 3M adhesive tape, Knuckies aims to provide a comfortable and secure grip on smartphones while reducing their contact with surfaces, thus minimizing the risk of accidental drops and damage.
Unlocking Possibilities with 3D Printing
Knuckies leverages the capabilities of 3D printing, making the design available for on-demand production through platforms like Shapeways, a renowned 3D printing service based in New York. Additionally, the design can be downloaded and customized via the online 3D object platform 3DCults. Knuckies gained recognition from prominent 3D printing media platforms such as 3D Printing Industry, Sculpteo, and Nerdophile, showcasing its potential to disrupt the limitations of traditional printing methods with its fully articulated zero-assembly interlocking hinges.
Overcoming Design Flaws and Embracing Utilitarianism
The utilitarian design language of Knuckies addresses the ergonomic challenges, instability, dirt accumulation, and hinge deterioration faced by other phone stand options in the market. The comfortable rounded finger rings, taller and stable standing modes, and pocket/necklace hook feature all contribute to a user-friendly experience while promoting the responsible use of smartphones and minimizing waste.
Pioneering Innovation and Design
Knuckies took the market by storm as the first bearing-equipped phone stand, predating the popular fidget spinners by four years. The initial design incorporated a smooth and fast-spinning bearing mechanism, which later evolved into a fully 3D printed hinge approach that offered a seamless spinning experience with use. While other products like Pop Sockets and iRings dominated the phone stand industry, Knuckies sought to redefine what a great phone stand could be and how design could contribute to reducing smartphone waste.
The Evolution of Design and User Experience
The development of Knuckies involved exploring various designs to bring an analog experience to a market dominated by homogenous design choices. Designs such as anchors, loops, lollipops, mop “T”s, and a cute cat design allowed shoppers to express their individuality while contributing to the evolution of the phone handle. The final design, the Black “Anchor Ring,” was refined through the feedback of thousands of phone spinners, chosen for its enduring color and versatile hook functionality.
The rounded elements of the current design were carefully crafted with user comfort and convenience in mind. The design considers pocket storage by reducing abrasion for quick retrieval and incorporates finger-contouring at the base for extended use. The innovative standing feature creates an elevated tripod with two rings, extending in an arch from the phone to provide a unique 60-degree viewing angle.
Educating Users and Future Innovations
Knuckies provides educational videos that guide customers on the safe application and utilization of the product. These videos demonstrate the versatility of Knuckies through different designs and colors, showcasing various use cases. In pursuit of continuous innovation, a prototype by Andrés Belisario explores a sleek future-punk aesthetic, incorporating Magsafe mounting for easy attachment and detachment.
Refinement, Brand Identity, and Environmental Consciousness
Michael’s dedication to perfection led to over 82 prototype designs to refine the bespoke Knuckies phone handle. The brand’s website, graphic language, and identity continually evolve to align with the dynamic nature of the smartphone accessory industry. Initially trademarked with a “smiling face” derived from the first bearing-equipped model’s outline, the Knuckies logo now features a simplified side silhouette of the Knuckies “ring” housing the wordmark. This forward-leaning design symbolizes the brand’s commitment to evolving smartphone design language toward a sustainable future.
Empowering an Active Lifestyle and Responsible Phone Use
The photography and graphic elements associated with Knuckies embody motion, adventure, and an active lifestyle. They reflect the brand’s mission to question the significance of phone usage, the privilege it represents, and the cultural responsibility to harness this power consciously. As Knuckies continues to challenge conventional phone holding practices, it inspires users to rethink their relationship with their devices and take steps toward a future that honors the human form.
Client
Knuckies
Mike Ideas Studios
Sector
Retail
Discipline
Product Design
Product Photography
Video Production
Office
Winter Park, FL
Project Team
Michael Diaz
Emilio Lopez
Andrés Belisario
Search Best Sellers
Product Design
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Challenge: Navigating the Complexities of Amazon Best Sellers
In 2019, Michael embarked on a mission to address the frustrations associated with returns and sub-par product purchases on Amazon. He realized that while Amazon displays a "#1 Best Seller" product in searches, there are actually 100 best-selling products in that category. However, these pages showcasing the 100 Best Sellers were often hidden, difficult to navigate, and lacked advertisements.
These pages consistently boasted more 5-star reviews than any alternatives in the category, making them a valuable resource for shoppers seeking high-quality products. Michael would resort to Googling “Best Selling Amazon______” to find these hidden pages and make informed purchasing decisions.
Solution: Introducing Search Best Sellers
Inspired by his own experiences and driven to help people “Shop Happy” while reducing waste from low-quality products, Michael founded Search Best Sellers. This innovative shopping tool aimed to provide easy access to the hidden world of Amazon Best Sellers and empower shoppers with valuable information.
Developing the Shopping Tool
Creating the Google Play store app, Chrome extension, and visual identity for Search Best Sellers proved to be a significant undertaking. The application needed to evolve continuously to meet user demands and incorporate monetization strategies. One unique aspect of the app was its ironic monetization model, leveraging Amazon affiliate revenue to sustain itself.
Country-Specific Search Options and Publicity
To enhance the usability of Search Best Sellers, country-specific search options were incorporated, allowing shoppers to access best-selling products in their respective regions. Additionally, the tool gained recognition and publicity through media platforms like Lifehacker, further expanding its user base.
Results and Impact
Search Best Sellers has made significant strides since its inception. The shopping tool has generated over $7,000 in passive affiliate revenue through more than 300,000 search queries by over 50,000 shoppers. This impressive revenue stream has ensured the sustainable operation of Search Best Sellers.
The Widget Generator: Empowering Affiliate Marketers
Continuing to innovate, Search Best Sellers recently introduced a “widget generator” feature. This tool allows affiliate marketers to create their own embeddable version of the search engine, enabling them to generate revenue through affiliate partnerships. This expansion not only benefits affiliate marketers but also amplifies the reach and impact of Search Best Sellers.
Technical Implementation
The success of Search Best Sellers is due in part to the expertise of talented developer Kundan Ranka. The application was developed using HTML, CSS, and jQuery, with a foundation of Python Django. Deployment was carried out on Heroku, leveraging the logging capabilities of MongoDB for tracking, and utilizing Postgres for storing user information.
Conclusion: Revolutionizing Amazon Shopping
Search Best Sellers has revolutionized the way shoppers navigate Amazon and make informed purchasing decisions. By providing easy access to the hidden pages of Amazon Best Sellers, the tool empowers shoppers to find high-quality products with confidence. The application’s success, sustainable revenue generation, and expansion into the affiliate marketing space demonstrate the significant impact of Search Best Sellers in the e-commerce industry.
Client
Mike Ideas
Sector
Online Retail
Discipline
Product Development
Art Direction
Social Media
Graphic Design
Public Relations
App Development
UX Design
Identity Design
Office
Winter Park
Project Team
Michael Diaz
Cameron Ehrlich
Kundan Ranka