Define.

I start the design process by gathering a deep understanding of the client's product or service. What are the most important ideas to convey? What is the target audience? Who are the competitors? Is the brand established, new, in need of a refresh? 

Design.

Next, I explore design solutions. Usually starting with old-school pencil and paper, I transfer ideas to the computer when they're ready to be more fully realized. I present several concepts to the client and fine tune the choices until our goals are satisfied.

Refine.

It’s important to concentrate on the details; the smallest tweak can make the difference between great and amazing. In this stage, I refine the concept so every aspect communicates the right message. Last, but not at all least, I oversee production to make sure the end result is flawless and delivered promptly.

Any project, large or small, gets my full attention. Browse examples of my work below.


Project Sunshine is a 501(c)(3) that trains volunteers to play, lead activities and socialize with pediatric hospital patients. Play has been proven to accelerate patients’ recovery. Project Sunshine’s original logo had a hand-drawn, childlike appearance. Their marketing director asked me to design a more sophisticated logo that aligned with their brand positioning - friendly, bright and playful, yet professional and trustworthy. This was one of the first options I presented and was preferred over those submitted by a much larger agency. The branding committee was made up of Project Sunshine board members and industry experts from companies such as PepsiCo and Pinterest. Click on an image below to see more!


I recently redesigned the India Cultural Center logo, originally created in 2013. ICC’s mission is to bring Indian cultural programming and education to both Indian and non-Indian families in the region. The organization’s previous name was ICC Greenwich, but they dropped the locale in order to appeal to the larger, NYC tri-state area. In ICC’s new logo, I combined a simplified crocus flower with a saffron-colored sun in the center (the sun is a nod to their previous logo). Saffron, a spice made from the stamen of the crocus, is a common flavoring in Indian cuisine (it’s what gives curry its gold hue). The colors and symbol reflect Indian warmth, vibrancy and culture, while the font connotes clarity and purpose. Click on an image below to see more!


Three Tarts was the brainchild of three women, each from a different profession, who ended up at culinary school in NYC together. They wanted to start a business to create delicious, petite, original desserts with a French feel. As a partner and art…

Three Tarts was the brainchild of three women from different walks of life who met at culinary school in NYC. They decided to start a business creating delicious, original desserts with a French flair. As partner and art director, I was responsible for branding. At first I tried logos depicting cartoon women or a tart shape, but after consideration we all agreed the name was clever enough without visual emphasis. The final logo combines a curvy, elaborate “3T” symbol with a clean, straightforward font. This contrast is what defined Three Tarts - precise yet creative; elegant yet playful. Click on an image below to see more.


This small theater in East Rockaway, NY is in a former 19th century bank building. When I was asked to design their logo, there was really nothing from which to build the brand - the theater has yet to host its first performance. It was purchased in what we all hoped was the middle of the Covid pandemic. Ensuing supply-chain issues, combined with the complexity of transforming a bank into a theater/bar, means they won’t open until fall of 2024. So using the elegant old structure, abandoned vault and antique safe deposit boxes as inspiration, I presented around 20 logo concepts. The chosen logo uses a font that evokes art nouveau and banking. The client can use the wordmark, with the tick over the “o,” alone or in combination with the lock symbol. Strongbox has garnered attention in the local media and has produced two outdoor theater festivals. Click here for more!


Duchossois Family Foundation Annual Report. TDFF is based in Chicago and was created in 1984. Their mission to enhance quality of life through wellness and economic opportunity by supporting various curated partner organizations. To date, they’ve given away $330 million to 740 organizations. They asked me to design their first-ever annual report. Their logo had been designed years ago, but other than that I started with a blank slate (the best kind). I worked with the Chair and several Board members to create a look for the foundation that befitted their behind-the-scenes giving philosophy. Not overly showy, with the spotlight on their partner organizations. The client wanted to include a history of the organization, highlights from significant partners, and letters from the Board. I oriented the layout horizontally so the photography could be prominent and to fit the copy in a smaller footprint, while still retaining enough white space to enhance readability. I chose from hundreds of photos supplied by the foundation, their partners and stock agencies, and used fonts and colors to complement their logo. The report was printed on uncoated, heavyweight paper in cream for a timeless quality. See the result below.


The new financial technology company EdgeTrade was exhibiting in an upcoming trade show and needed a visual identity in a hurry. Their software promoted faster trading, among other benefits. The chosen logo reflected my efforts to create a unique co…

The new financial technology company EdgeTrade was exhibiting in an upcoming trade show and needed a visual identity in a hurry. Their software promoted faster trading, among other benefits. The chosen logo uses a unique color treatment and a slab-serif font gives it a somewhat traditional, financial feel, without being old-fashioned. The italic “e” with upturned arrow indicates performance and speed. The company was immediately successful and was ultimately sold to Knight Capital Group (KGC). Click on an image to see more.


SecondLine Advisors white papers. Click on an image to see more.


Infobase and Spectrum white papers. Click on an image to see more.


Library Journal magazine advertorials. Click on an image to see more.


School Library Journal magazine advertorials. Click on an image to see more.


Blue School Middle fundraising brochure. Click on image to see more.


Diane Gordon Catering color refresh, proposal template, letterhead. Click on image to see more.


Various logos. Click on an image to enlarge.


American Museum of Natural History, illustrations. Selections from of a series of illustrations I created for a book used in the AMNH preschool education program. They were drawn in pencil and pen, then scanned and colored in Photoshop. Click on an image to enlarge.


I have asked Marina to take on many design projects, including special advertising sections, white papers, and sell sheets. She not only has delivered consistently visually exciting, compelling materials that have garnered accolades from my publisher, sales staff and clients alike; she is a great marketing partner as well.
— Judy B. Levine, Director of Custom Content, School Library Journal and Library Journal

Please call (212) 924-1092 or email me to talk about your project or request an estimate.