I'm Sierra.

I am a graphic and web designer currently based in Madison, Wisconsin. If you would like to know more about me, I encourage you to check out my about page. Otherwise, please continue scrolling to see cool things.

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product-based site redesign

Making small batches by hand, using the freshest raw materials, and keeping packaging environmentally friendly and reusable, this company is set on ensuring their customers with the best quality bath, body, and home products. I chose to update the look of their site to reconnect with their wholesome, handmade products and their healthy, sustainable, and biodegradable mindset. I saw an opportunity to give this brand a nudge toward a hand-crafted style that is elegant and in line with its use of natural ingredients and raw materials. Using a subdued color palette brings the colors of the soaps to the foreground, which is a nod toward the interesting way handmade soaps obtain their coloring through essential oils and plant extracts.

next, please.


app concept / ad campaign

Arising from the California racing scene in the 1950s, Bell became the industry to meet the unmet needs of those with a speed-hungry mentality. The need-for-speed unveiled some grim realities and thus Bell Helmets was born. I developed an app concept from a kick-back to the days of geocaching, supported by an ad campaign, all with the sole purpose of promoting safe riding. Influences of the design came from blueprints with the idea that helmets are meticulously designed to protect riders from head injuries and from different types of maps since geocaching is a map-based activity. When the generations of boundary breakers to come protect what’s on the inside, the possibilities are endless.

how about another?


magazine article / psa

Every individual is unique in the way they express themselves with what they wear, their hobbies, their music, their books, or lack thereof. The list could go on. It was said to me when reviewing another collage piece of mine, that if the same assets were given to multiple people, each outcome for the final visual would be entirely different. People are similar to collage as we all have different ways we express ourselves that enhances uniqueness. So, I thought using collage in this piece about self-expression was fitting for that reason. Blending vintage and modern styles was to create a captivating visual for a diverse audience.



logo / tshirt design

As an alumnus of the Prentice Band, I was honored with the opportunity to create a new look for the band’s apparel and give them a creative, timeless mark. Thinking of the many different instruments that blend together harmoniously, I thought a mark that symbolically represented different instruments and the letter “B” made for a visual with profound meaning to represent this group. A geometric style seemed fitting to simply represent complex instruments in an abstract manner. The stark black and white look is an effort to portray the band as a mature organization that is to be taken seriously. Giving the band a serious visual style will help them stand out against the other clubs’ design materials and hopefully give them an opportunity to receive more funding.

continue on, my friend.


social campaign / advertisements / merch

Lamplight has been an event to stand as a model for people to come together to engage in creative collaboration through music and workshops as well as cultivate inspiration, education, and community enrichment. With this campaign, I concepted possibly forming this event into something similar to other music festivals and concerts, but still sticking to their roots of holding workshops and panels while bringing in local bands. I chose to use high chroma colors that paired to create what looks like a buzzing effect to build the excitement for the occasion.



event promotion / recipe cards

This small-town festival, held in Phelps, Wisconsin, is a day-long celebration of the sweet, sticky, homemade goodness that is pure maple syrup. This event encourages people to try their hand at making maple syrup is a way for others to learn about the process of making homemade maple syrup. I decided for this promotion to concentrate on creating a visual capturing the intricate and beautiful process of making maple syrup. The idea of a collage was to showcase a piece of each part of the process, start to finish, in a way that shows the sophistication of this craft.

feast your eyes on this.


digital contest campaign

The founders of Airbnb believe that everywhere is a place one can belong and are constantly working on improving the inclusivity of their services. I developed the concept of an interactive contest encouraging people to get into the mind of relaxing, unwinding, and having fun, which is what all vacations should be about. The idea of a costume contest featuring everyone’s best impression of a tacky tourist is in hopes of putting a smile on people’s faces and giving them a good laugh. I chose to veer away from using photography as seen on their site and instead conjure up some cheeky illustrations to show off the possibility of a more casual side to this company.

what's one more?


rebrand / logo design / packaging

The Oilerie is a specialty grocery store with products straight from the heart of Italy and originated in Fish Creek, Wisconsin before branching out to other locations. The founders are passionate about providing Americans with a new experience to buy the finest fresh items and want to revolutionize the way shopping is done with the help of the bold Italian flavors. To connect this new concept of shopping for olive oil with their branding identities, I wanted to focus on something bold, fresh, and different. I broke away from the common use of script fonts and an elegant, sophisticated style by using bold, chunky fonts and an increased scale contrast, as well as a more modern look of sophistication.

last one, i promise.


packaging redesign / sell sheet

Little Tree air fresheners have been around since 1952 when a milk truck driver complained about the smell of spilled milk that consumed his truck. I wanted to update the packaging design to make this product look as pleasant as they make our cars smell. My main focus was on the air freshener itself, as it hangs in our cars for who knows how long. I decided to work on a pattern-based design that would relate to the particular scent, breaking away from the solid color look they have had for years. The softer colors, as well as other decisions, were to help Little Trees get on the same level as other air fresheners in terms of looks.