QCCF Branding
Branding effort for Quinsagamond Community College Foundation completed fall of 2025. LightDark Creative Agency was pleased to submit a proposal for the Quinsigamond Community College Foundation (QCCF) Brand Refresh. As a woman-owned creative studio based in Central Massachusetts, we specialize in branding for mission-driven organizations. We are excited by the opportunity to partner with QCCF in refreshing its visual identity to more effectively engage donors, alumni, and the broader community.
LightDark Creative Agency was pleased to submit a proposal for the Quinsigamond Community College Foundation (QCCF) Brand Refresh. As a woman-owned creative studio based in Central Massachusetts, we specialize in branding for mission-driven organizations. We are excited by the opportunity to partner with QCCF in refreshing its visual identity to more effectively engage donors, alumni, and the broader community.
Professional Preview | Providence with Catalyst
During my full-time gig with a national healthcare organization that asked my consulting team to ensure that their current design system aligns with evolving corporate brand, and provides optimal authoring and user interaction functionality that should be fit for a large health system, and core principle of recognizing patient experience comes first.
During my full-time gig with a national healthcare organization that asked my consulting team to ensure that their current design system aligns with evolving corporate brand, and provides optimal authoring and user interaction functionality that should be fit for a large health system, and core principle of recognizing patient experience comes first.
Highlight of core components of ‘after’ state
Example brand principle and associated user experience and UI patterns
R&R IV Drip Bar
We recently collaborated with a small yet ambitious start-up IV business that features a well-credentialed ex-nurse and her dedicated emergency response partner. Together, we worked closely to develop a distinct and memorable brand identity that could be effectively translated across various platforms, including physical signage, the company’s website, and their social media channels. In addition to this, LightDark also took on the responsibility of designing and managing the website, which now includes integrated scheduling services for the convenience of their clients.
We recently collaborated with a small yet ambitious start-up IV business that features a well-credentialed ex-nurse and her dedicated emergency response partner. Together, we worked closely to develop a distinct and memorable brand identity that could be effectively translated across various platforms, including physical signage, the company’s website, and their social media channels. In addition to this, LightDark also took on the responsibility of designing and managing the website, which now includes integrated scheduling services for the convenience of their clients.
Cancer Treatment Centers of America
This work was done with ConnectiveDX for CTCA.
Solving problems on paper, on whiteboards, in pixels and in person.
At Connective DX we design and build great digital experiences. Connective DX is a digital experience agency that helps organizations embrace the power of digital, align around the customer, and take control of their future.
BAA Foundation | Link Tree, Custom Web Solution
A very light weight solution for Boston Arts Academy: Foundation recently launched by Adam of LightDark, which is built from a google sheet and developed in a single page link tree. Can this flexible, scaleable, and inexpensive solution be one that works for your company or design problem?
An ingenious and lo-fi solution for Boston Arts Academy Foundation
A very light weight solution for Boston Arts Academy: Foundation recently launched by Adam of LightDark, which is built from a google sheet and developed in a single page link tree. Can this flexible, scaleable, and inexpensive solution be one that works for your company or design problem?
Boston Arts Academy
Project and product management feature from LightDark's Adam Ross for Boston Arts Academy site redesign
Project and product management feature from LightDark's Adam Ross for Boston Arts Academy site redesign
Caruso Signature Brand and Loyalty PWA
Led a small design team while working with a global tech & design firm’s Luxury Retail clients — one of the largest, privately held real estate companies in the United States, to launch an upgraded Loyalty Program with blockchain integration on linked card transactions through a progressive web app.
Working with Concentrix Catalyst for Caruso, a luxury mixed-use living and shopping real estate company based in California, to develop a program identity and progressive web app built from user journeys.
Working for Catalyst’s client, one of the largest, privately held real estate companies in the United States, is launching an upgraded Loyalty Program with blockchain integration on linked card transactions through a progressive web app. As an extension of the current loyalty program work, the team was also tasked with Program Brand identity design and Launch promotion strategy.
Magic and Meaning with Metaphors | Master Snack Talk
Presentation on utilizing metaphors as a creative tool for better concepts for brand and web; developed for design group of tech consulting company "Master Snack" confab event.
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Transcript
00:00:00 Lindsey
All right well hi all! Today I want to talk to you a little bit about metaphors and why they are magical beyond just a fun convention and something that we can really use to leverage and imbue meaning in our work.
00:00:15 Lindsey
So, metaphors are something that we use so commonly that
00:00:21 Lindsey
we probably don't even realize how complex or layered many of them really are, but metaphors serve as a way to paint a picture or give a frame of reference or map out the sort of parameters of an engagement.
00:00:37 Lindsey
...uhm, if you will,
00:00:40 Lindsey
it is,
00:00:41 Lindsey
defining how [the parameters of]
00:00:44 Lindsey
...this we are interacting with...
00:00:48 Lindsey
Something through the lens of something else -- so,
00:00:53 Lindsey
This is an example of how in design we are constantly facing this inverse...
00:01:01 Lindsey
Flow of the physical world and our products and how do we talk about them?
00:01:05 Lindsey
Because largely they are abstract, not real things, so I'm going to take it back a notch.
00:01:11 Lindsey
Just a metaphors all the time.
00:01:14 Lindsey
We see them one easy.
00:01:17 Lindsey
Quick way is visual metaphors or metonymy.
00:01:19 Lindsey
We see this in Icon design logo design.
00:01:23 Lindsey
Uhm, but we have.
00:01:26 Lindsey
A lot more potential to be able to.
00:01:30 Lindsey
Really brought in that concept out by.
00:01:36 Lindsey
Painting that picture a little bit more broadly, so science also uses metaphors constantly to describe really complex.
00:01:46 Lindsey
Really complex ideas like DNA or the blueprint of life if you will.
00:01:55 Lindsey
Uhm, and they go beyond just establishing how one thing is like another, but they truly start to define or map.
00:02:04 Lindsey
One thing that we know, so in this case maybe DNA or our concept to an abstract thing, which is what we are producing, where my brain immediately went for this was perhaps the atomic design metaphor needs to be revisited because in design systems.
00:02:22 Lindsey
Especially in common spirit, for example.
00:02:24 Lindsey
Uhm, sort of having this pretty illustrative metaphor didn't really make a lot of sense for us.
00:02:31 Lindsey
Because it was going to be servicing lots of different manifestations of the brand, so I came across this.
00:02:41 Lindsey
Great alignment of science and design.
00:02:45 Lindsey
In the context of this, that sort of brought me.
00:02:47 Lindsey
To OK.
00:02:49 Lindsey
Design tokens, which was really the metaphor we were using in the common spirit.
00:02:55 Lindsey
Uh, design system work, which was basically this item, is this so this primary color this orange is.
00:03:05 Lindsey
This DNA element this GHTC.
00:03:11 Lindsey
Hey, uhm.
00:03:13 Lindsey
Layer that.
00:03:14 Lindsey
Can be the first instance or inkling into meaning in our system.
00:03:20 Lindsey
Uh, we tied these really core fundamental elements to the brand presentation.
00:03:27 Lindsey
So where we weren't really afforded a lot of other space to have any sort of visual earrings.
00:03:33 Lindsey
If you will so.
00:03:36 Lindsey
Moving forward, what is a metaphor?
00:03:38 Lindsey
It is the comparison of two things and I'm going to get into some details about actually mapping them.
00:03:44 Lindsey
So we have our source.
00:03:46 Lindsey
And our target or our tenor and our vehicle.
00:03:51 Lindsey
Let's say for example we and and this is just sort.
00:03:55 Lindsey
Of to get as a.
00:03:57 Lindsey
Uh, generate ideas into how we actually compare things and really break that down so.
00:04:06 Lindsey
Let's compare these two things.
00:04:07 Lindsey
We have a hot dog and then we have a dachshund.
00:04:11 Lindsey
I didn't actually know this.
00:04:13 Lindsey
But the hot dog is some sort of bastardization of dachshund sausage, so they have a lot of similarities or common ground between them, so they have similar shape.
00:04:25 Lindsey
And so on and so forth.
00:04:27 Lindsey
But they also have tension.
00:04:28 Lindsey
There's something very different about them.
00:04:30 Lindsey
What is a food product and one is an animal
00:04:33 Lindsey
Uhm, so often this juxtaposition is that sweet spot in where we can really leverage and extend our metaphors out into be something more meaningful.
00:04:44 Lindsey
Or carrying a concept through from a very small element out into something larger.
00:04:51 Lindsey
A quick visual.
00:04:53 Lindsey
Example of that one I have done early on in all kinds of design projects is visual juxtaposition.
00:04:59 Lindsey
So something like a brand principle and or images.
00:05:03 Lindsey
So maybe you have a moodboard.
00:05:04 Lindsey
Maybe there is imagery that comes from their logo.
00:05:09 Lindsey
Like leaves and growth.
00:05:11 Lindsey
All were a client that really wanted to go with this strong visual metaphor, so, uhm.
00:05:19 Lindsey
We're starting with our reference point.
00:05:21 Lindsey
A great example of this sort of blowing out a metaphor from something small into something large is material design.
00:05:30 Lindsey
Using something physical, something we all have intimate knowledge of to explain, a really complex system that's actually meant to be used by people outside of Google, right?
00:05:41 Lindsey
Like they have.
00:05:43 Lindsey
People that depend on their product so that metaphor really has to be something that is broad and can be.
00:05:53 Lindsey
Can define terms around you know what is possible and.
00:05:57 Lindsey
What is not?
00:05:58 Lindsey
So here's some sort of starters for you know how to evaluate your concepts.
00:06:03 Lindsey
If you are struggling through a few and want to know which one has more legs, how deep, how much related imagery are they provocative or is it something straightforward?
00:06:14 Lindsey
And uhm, the legs being specifically like how layered is this concept.
00:06:20 Lindsey
So continuing on with exploring material design, something I think many visual UI people who use the Internet might be familiar with.
00:06:30 Lindsey
UHM, uses actual physical properties to define how elements in this UI system work together.
00:06:39 Lindsey
Uh, beyond that they go further into this metaphor.
00:06:43 Lindsey
Uh, by defining attributes and things that you can and cannot do, elements who might see in like a style guide, or.
00:06:50 Lindsey
Even atone.
00:06:52 Lindsey
A document is taking these attributes and further extending that metaphor and putting parameters on it, so they specifically call out things like.
00:07:02 Lindsey
Solid objects, paper and ink physical services and that material does not behave like gas, so it it by giving us context, knowing that things can't flow through one another because we're dealing with solids gives the both builders and audience some sort of frame of reference for what should happen.
00:07:23 Lindsey
And does it actually work?
00:07:28 Lindsey
So, uhm.
00:07:30 Lindsey
This is just sort of a great summary quote about how metaphor can really help us identify, leverage and map all of these different elements of apply some meaning to them.
00:07:42 Lindsey
Here's a quick exercise.
00:07:47 Lindsey
Just sort of proved out how we had gone through.
00:07:50 Lindsey
We had multiple concepts, had to provide a metaphor statement which gave us a lot of fodder too.
00:07:57 Lindsey
Illustrate a broader depth of OK, So what elements of this dimension are going to be important?
00:08:05 Lindsey
Uhm, shadow elevation things overlapping and prominence on the page were all.
00:08:11 Lindsey
Attributes defined by the dimensionality for how complex an idea was in order to help make design decisions throughout the process.
00:08:21 Lindsey
So, uhm, that's a whole lot of.
00:08:23 Lindsey
Stuff, but really draw inspiration from what you have.
00:08:28 Lindsey
You want to listen to your users, your customer, do a little bit of.
00:08:34 Lindsey
Research into the brand guidelines why they have the colors and logos and Marks and things within their environment.
00:08:43 Lindsey
Uh, before going into?
00:08:47 Lindsey
You know two off the rails.
00:08:49 Lindsey
Try to find elements that compliment one another and have a a great.
00:08:55 Lindsey
Depth for you to a plane.
00:08:56 Lindsey
Explore in.
00:09:01 Lindsey
Do I have any questions?
00:09:13 Lindsey
Are people typing things and I'm not seeing it.
00:09:17
I don't have things in the chat.
00:09:17 Speaker 1
Had one question.
00:09:19 Speaker 1
Yeah I have got you.
00:09:23 Speaker 1
Uh, on your experience I I'm not this.
00:09:26 Speaker 1
Have happened to you, but.
00:09:29 Speaker 1
What are your thoughts on if you have assets or maybe like a brand guide for your client but you don't really relate it to that meaning that maybe the brand the brand book is not updated or maybe.
00:09:51 Speaker 1
Yeah, what I'm trying to say that if you find some things that are in need for improvement, what are your thoughts on that?
00:10:00 Speaker 1
What what should we do?
00:10:04 Lindsey
Uhm, and I'm gonna wager a guess that maybe one of those things that might need improvement or things that are, say, like accessibility standards and their colors don't meet it or something.
00:10:15 Lindsey
Which is a super common scenario we run into.
00:10:20 Lindsey
Or at least that I've run into.
00:10:22 Lindsey
Uhm, by being able to sort of point back to what the overarching goal of the metaphor that story line is, you can get a little bit more buy in and have a little bit more internal wayfinding.
00:10:36 Lindsey
Now, is this the right call?
00:10:38 Lindsey
Because generally there's something about wanting users to actually be able to use your product and engage with it in a positive way as part of the aspiration or the goal.
00:10:51 Lindsey
Uhm, so I would find ways to.
00:10:56 Lindsey
Utilize the new concept if you will too.
00:11:01 Lindsey
Work out some of those kinks if at all possible.
00:11:04 Lindsey
Do you have an example?
00:11:08 Speaker 1
Well, not, not not, not right now.
00:11:11 Lindsey
OK.
00:11:11 Speaker 1
Maybe this is.
00:11:11 Speaker 1
This is usually you find these type of things with the small companies like they didn't get enough research or uhm, it they didn't go through the entire process of the this of the sign but.
00:11:28 Speaker 1
Well, that's something to think about where we don't have the.
00:11:33 Speaker 1
Yeah, but I don't want to say the correct information, but the information that we are not interested in entirely, I agree with that.
00:11:45 Speaker 1
But yeah, thanks anything.
00:11:48
Thank you.
00:11:53 Lindsey
I had one other quick, sorry.
00:11:55 Lindsey
I have several other slides, but it's 'cause I put way too many things.
00:11:58 Lindsey
In here, whoops.
00:12:00 Lindsey
Where's my screen go?
00:12:03
We're seeing your document in a non presentation mode.
00:12:06 Lindsey
Other teams that like hid my everything from me.
00:12:11 Lindsey
But uh, really.
00:12:13 Lindsey
So here might be a way to sort of backtrack and work in metaphors into some decision making.
00:12:19 Lindsey
Uhm, if things aren't quite going awry, so paying some attention to whether their semantic messaging or concept or metaphor have broken down.
00:12:29 Lindsey
Uhm, so like the EpiPen is a great example of this.
00:12:33 Lindsey
It's something physical but I'm sure I'm not even sure what the digital implications for broken metaphors are.
00:12:39 Lindsey
If they've even been identified, but the EpiPen not like a typical pen, though it takes a lot of the qualities the visual qualities.
00:12:49 Lindsey
Penn UM and because of this there were like 15,000 unintentional injections over just over 10 years and that is just they did things like add labels and try to put bandaids and stopgaps to remedy this. But at some point.
00:13:09 Lindsey
You just have to just toss it out and maybe start with something that isn't built off of a broken metaphor to start with.
00:13:22
Cool example.
SOS Investor Decks and Communication
After being contacted by a TechStars company, I started working on digital vending machines using Figma for interface design. The client developed a machine that dispenses hygiene and beauty products and aimed to place it in large stores and train stations. They asked for my help in creating a website and improving the vending machine interface. My graphics and presentation materials were used in investor pitches to effectively showcase their product idea.
SOS Investor Consulting and Website Management
Figma / photoshop / principle / squarespace migration / investor deck ware /ui interface / art direction / brand consulting
After being approached by a TechStars churn out S/O/S, I quickly embraced the world of digital vending machines via Figma as an interface design tool. This client created a machine that dispenses famine hygiene and beauty products, and was going to market to be installed in big box stores and train stations, and requested my assistance in creating a website and enhancing the digital product vending machine interface. My elevated graphics and presentation materials were used in large investor pitches to really drive their wonderful product idea home.
S/O/S
Figma / photoshop / principle / squarespace migration / investor deck ware /ui interface / art direction / brand consulting
SOS Investor Consulting and Website Management
Figma / photoshop / principle / squarespace migration / investor deck ware /ui interface / art direction / brand consulting
TJ Cafe & Games New Location Construction
As overseen by Light Dark’s Adam Ross, TJ Cafe & Games realized its next step as a brand in its new, hugely expanded location. Merchandise transport logistics, construction oversight and management by Adam.
As overseen by Light Dark’s Adam Ross, TJ Cafe & Games realized its next step as a brand in its new, hugely expanded location. Merchandise transport logistics, construction oversight and management by Adam.
Scoop Drip
Content management and digital consulting
Content management and digital consulting
Professional Preview: Aptive
Managed design team through small pest control chain company’s rebranding to focus on happy and healthy homes, rather than creepy bugs (while still offering education) — ConnectiveDX | PK
This portfolio item is locked due to the confidential nature of the work performed as Professional UX Design Lead for ConnectiveDX | PK — April, 2020
Brand transformation / website ui and ux overhaul / creative and client team management / content strategy
Managed design team through small pest control chain company’s rebranding to focus on happy and healthy homes, rather than creepy bugs (while still offering education)
ATT Foundary
ATT Foundary Investor Site
2018-2019 with ConnectiveDX and PK
Design System and Managed Content Patterns, Asset Direction and Brand Consulting. At table with content strategy and development through launch night
Pete's Nerd Emporium
Helped a small business out of Franklin, MA with various brick-and-mortar store design assets, as well as consulted on the facebook and online marketing leg.
Play professionals
Helped a small business out of Franklin, MA with various brick-and-mortar store design assets, as well as consulted on the facebook and online marketing leg.
Images from specs presented through Zazzle fulfillment of print-on-demand items
TJ Cafe & Games
TJ Collectibles moves locations, and market space as “TJ Cafe and Games”, with support in brand identity and extension from LightDark
TJ Collectibles moves locations, and market space
Graphic for comic book subscription/membership service offering
Facebook event management, wordpress site admin and facebook API integration, squarespace redesign, information architecture strategy to accommodate membership, logo redesign, and concept development for new offerings from TJ Collectibles
Board game rental library service offering concept graphic for site
ConnectiveDX Office Interior Space
Planned and facilitated build out to company brand specs we created for ConnectiveDX when moving to their new, larger office space. Dealt with theming and branding conference rooms, planned fire-safe desk and office flow arrangements, and even put the paint on the wall ourselves.
Office Space
Planned and facilitated build out to company brand specs we created for ConnectiveDX when moving to their new, larger office space. Dealt with theming and branding conference rooms, planned fire-safe desk and office flow arrangements, and even put the paint on the wall ourselves.
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- UX/UI 9
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- Very Small Business 7
- Custom Web Solutions 5
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- Project and Product Management 4
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