The Johnson Administration
Working with Marlon Johnson and The Johnson Administration, an eleven-time Emmy award-winning production company, I created the brand architecture for two interconnected programs rooted in the historic Deering Estate.
"On Campus With" documents the journeys of artists in residence, while "The Retrofit" brings audiences into intimate contact with local creative talent through live events. I designed the visual language that ties both initiatives together while allowing each to maintain its unique voice.
Branding
The Johnson Administration
Johnson Administration Logo
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Johnson Administration Logo
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Building a Brand Ecosystem for Emmy-Winning Storytellers
When eleven-time Emmy award-winning producer Marlon Johnson sought to expand The Johnson Administration's creative portfolio, he needed a cohesive brand architecture that could house multiple initiatives while maintaining individual identities. As Creative Director, I developed a complete brand ecosystem centered around the historic Deering Estate in Miami, creating distinct visual identities for two flagship programs: "On Campus With," a documentary series profiling artists in residence at the estate, and "The Retrofit," a live event series showcasing local Miami artists.
Design Challenge:
Design a scalable brand system that unifies two distinct formats (documentary series and live events) under one production umbrella while honoring the cultural significance of the Deering Estate location.
On Campus With
On Campus With… invites us to re-consider the Deering Estate as a campus, a multi-faced complex of buildings, resources, history and people. The brand needed to alter the existing perception of the property as a 2nd tier tourist destination and transform it into active thriving space for the arts.
Eolian Simulation Platform, ESP Logo
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Eolian Simulation Platform, ESP Logo
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The Retrofit
The Retrofit is a natural extension of the On Campus With... brand. It’s where the screening of the docu-series premiers and allows the estate to be seen as a place where cool evening events happen.
The Retro Fit Logo
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River City Drumbeat:
Branding a New York Times Critic's Pick
My Role:
As Creative Director for The Johnson Administration, developed the complete brand identity and illustrated the movie poster that would represent this critically acclaimed documentary across festival, broadcast, and streaming platforms.
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Timeline, Team & Stakeholders:
2020 | Marlon Johnson – Co-director and The Johnson Administration (eleven-time Emmy-winning production company), Anne Flatté – Co-director, Owsley Brown – Producer and executive producer, Edward “Nardie” White – Founder and longtime leader of the River City Drum Corp, Albert Shumake & Louisville Film Society.
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Design Challenge:
Translate the emotional core of a community drumline story into visual branding that would resonate with documentary festival audiences, PBS viewers, and families. Create an illustrated poster that could compete for attention in festival catalogs while maintaining the warmth and authenticity needed for educational and family viewing contexts.
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Context:
Marlon Johnson and The Johnson Administration commissioned the creation of the visual identity for "River City Drumbeat," a documentary exploring how music and mentorship transform a community. Illustrated the movie poster and developed branding that would carry the film from its DOC NYC world premiere through PBS national broadcast and ongoing streaming distribution. The design needed to honor the film's cultural authenticity while positioning it for critical recognition and broad audience appeal.
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Impact:
The film became a 2020 New York Times Critic's Pick and earned a perfect 100% Rotten Tomatoes score from critics. The poster illustration and branding supported the documentary's successful journey from DOC NYC premiere to PBS broadcast, reaching nationwide audiences. The film was recognized in Common Sense Media's Top 20 Best Family Films of the Year and continues to stream on PBS digital platforms and Amazon Prime. The visual identity Rock created became synonymous with the film's message of community, resilience, and the transformative power of music, helping it connect with audiences across multiple distribution channels.
RIVER CITY DRUMBEAT Logo
River City Drumbeat Illustration
The poster’s layout & illustration needed to capture the heart felt emotion that ripples from the intimate story and deliver it in one image.
Sweet Soul Illustration
Sweet Soul, the film, chronicles Helene Smith’s journey back to the recording studio and the creative process of recording the song “Let A New Day Begin.”
