From Logo/Branding

Reading Film Fest logo

Revamped & Rebranded

The newly revamped ReadingFilmFEST is expected to make tsunami waves this coming November with a new director, Tracy Schott and brand new look. The Reading Film Commission subcontracted the work to RAD design to give the old Reading Film Fest a much needed facelift! Together, Tracy and I worked together to develop a bold new logo that would symbolize the city of Reading. I am honestly tired of seeing the iconic pagoda symbolized everywhere in Reading but I knew it was needed to be incorporated into the logo. Hollywood has its famous Chinese Theater and Hollywood sign; San Fransisco has its Golden Gate Bridge; New York has the Chrysler Building. As much as I hated to admit it, the Reading Pagoda is our own Hollywood sign. People from around the world who come to visit Reading instantly notice the Japanese architecture oddly sitting atop Mount Penn. This is our trademark. This is our history and we should embrace it.

So once I convinced myself to use the pagoda within the logo, I had to convince Tracy of it as well. Once I got her on board with incorporating our ‘Hollywood Sign’ in the logo, it was time to brainstorm. I drew lots and lots of abstracted pagodas until we came to an agreement. The final logo features red and black, blocked text and a 2D stylized pagoda ‘housed’ over the vertical word ‘Reading.’

Now that the logo was finished, we needed a bold new website to match the bold new logo. I utilized WordPress again to make it easy for the client to make weekly updates on the website. I customized a theme which features large cover images at the top of each page to capture the user’s attention and an easy-to-use navigation bar. I just hope that Reading is ready for this brand new film fest that is headed their way!

AIM logo designed by RAD design


Finished up designing a web-use-only logo and redesigned the user interface for the program it was used for. Technical stuff!
…In the midst of designing a web site for interior design.
Relocating back to Reading, PA for the time being. I will still be available for work in the Lancaster and Philadelphia areas as well as…the rest of the world! Anything is possible with cell phones and email.


Berks Jazz Fest Logo

Check out the logo concept I designed for the 2010 Berks Jazz Fest. It was originally entered into the Berks Jazz Fest Logo Contest. In the past years, logos for the Jazz Fest had consisted of the same elements (ie: man playing trumpet, man playing saxaphone, man playing bass, etc.) I wanted to create a logo that represented a woman singing, something that hasn’t been done before. I like it.