GEM Design

GEM Design can help your business create a branding plan that performs.

Meet G.E.M.

Hi, my name is Gary E. Mullin, it's great to meet you!
"Effective design is a solution to improving the world around you."

Effective design relies on predicting how an audience will react to what they see. “Try this product, look at my services, buy this!” The perfect combination of visuals and type can achieve exactly the intended reaction. I've devoted the past 10 years of my life to learning and attempting to master the vast worlds of marketing and design. Through designing for everything from small sign shops to large companies, each requiring very different approaches, I’ve been able to learn what is and is not effective, and how to get that needed reaction. Whether it’s creating branding, websites, print designs, or personal projects, I plan to continue this educational journey, constantly improving my craft and offering my customers the best products I can produce. If you have a project for me, please send a message using the contact form at the bottom of this page. Thank you for reading, have a fantastic day!

  • ''A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is.”

    – Scott Cook, Co-Founder of Intuit

  • What I'm passionate about

    Music - Fitness - Glitter - Running - Friends - Color - Equality - Sushi - Family - Deep, dry, red wines - Improvement - My Timehop Streak - Optimism - Singing - My Babies (The small humans that call me "Uncle") - Time with Friends - Romanticism - Open-mindedness - Meeting New People - Achieving that "ah-ha!" moment -

What I'm Working On

Portfolio

A collection of past projects
  • GW Motorworks

    GW Motorworks Logo Featured Image Smaller

    GW Motorworks

    GW Motorworks

    This logo was designed for a car dealership in Mississippi. The customer found my previous design work and wanted a logo that was designed to be visually similar to the Sweet Auto Sales logo. The customer explained that they wanted a logo with a gold color scheme and a vehicle graphic of some kind. After a few revisions, seen below, I was able to give the customer a logo that they loved.

    I designed this logo in two pieces laid on top of one another, with "GW" underneath "Motorworks" in a way that "GW" could be read without requiring the entire letterform to be visible. Motorworks was designed to seem handwritten, referencing the final signature needed to drive away in a new vehicle.

    This customer requested color options different from the final gold and navy option. The purpose of this was so that employees could choose the color they wanted the logo to be on their individual business cards.

    Detail

    Logo Progression

    GW Motorworks Logo Design Progression GEM Design

    Color Options

    GW Motorworks Logo Final Gold Navy GEM Design
    GW Motorworks Logo Final Gold GEM Design
    GW Motorworks Logo Final Ruby GEM Design
    GW Motorworks Logo Final Teal Gold GEM Design
    GW Motorworks Logo Final Gold GEM Design
    GW Motorworks Logo Final Purple GEM Design
    GW Motorworks Logo Final Teal GEM Design
    GW Motorworks Logo Final Blue Dark-Red GEM Design

    One Color Version

    GW Motorworks Logo One-Color Screen GEM Design

    Business Card Design

    GW Motorworks Logo Identity Branding Business Card Design GEM Design
    GW Motorworks Logo Featured Image Smaller
    GW Motorworks
    Branding/Identity
  • Sweet Auto Sales

    Sweet Auto Sales logo Featured image Smaller

    Sweet Auto Sales Logo

    Sweet Auto Sales Logo

    This logo was designed for a car dealership in Watertown, NY. The customer wanted an identity in the same color palette as the Seattle Seahawks football team uniforms; dark blue, lime green, and light grey. With this color scheme as the only requirement, I began the design process. I chose typefaces that complimented one another; a thick sans serif "Sweet" behind a signature script "Auto Sales." The car graphic was added as a final touch.

    Drivesweet.com Logo

    Drivesweet.com Logo

    The customer also requested a logo for their website in the same style as the company logo. I reworked the text and the placement of the car to achieve this.

    Sweet Auto Sales logo Featured image Smaller
    Sweet Auto Sales
    Branding/Identity
  • Marcasite Wishes

    Marcasite Wishes Logo Featured Image Smaller

    Marcasite Wishes

    Marcasite Wishes Branding

    This customer required a logo only branding solution for a custom marcasite jewelry company. The marcasite used in jewelry making is actually pyrite, which is a semi-precious metal with a silvery luster. This is reflected in the "MW" of the logomark surrounded by blue gemstone facets, all encompassed by a silver ring.

    The "Marcasite Wishes" wordmark combines heading characters in a script typeface with large swashes with following characters in an uppercase semi-serif typeface. This combination contrasts the whimsical nature of this customer's business with the look of something more regal.

    Detail

    GW Motorworks Logo Identity Branding Detail Image 02 GEM Design
    GW Motorworks Logo Identity Branding Detail Image 02 GEM Design
    GW Motorworks Logo Identity Branding Detail Image 02 GEM Design
    Marcasite Wishes Logo Featured Image Smaller
    Marcasite Wishes
    Branding/Identity
  • Cobault Brand Guideline

    Cobault Brand Identity Featured Image Smaller

    Cobault Brand Guidelines

    GW Motorworks

    Cobault is a fictional chain of nightclubs and event venues based in New York, now with Satellite clubs located in Los Angeles, Miami, Tokyo, Ibiza, and Rio De Janeiro. During the conception stage, GEM Design was contracted to manage the branding and marketing for a new nightclub set to open in New York. The object was to create an identity to match a venue marketed as upscale, with a dress code and behavior guidelines to match, that would host the worlds biggest headliners.

    GEM Design presented a logo that is streamlined and versatile to prepare for corporate expansion and opening of new venues. Developed with this brand strategy in mind, a Brand Guideline publication was created to aid in understanding the company's mission in terms of its marketing. This guide serves as a Cobault branding manual, outlining proper logo usage, typeface usage, and how the logo is used throughout the many locations. Please view the completed brand Guideline below.

    Brand Guideline Publication

    Business Card Design & Variations

    Cobault Brand Guideline Business Cards Corporate GEM Design
    Cobault Brand Guideline Business Cards Rio De Janeiro GEM Design
    Cobault Brand Guideline Business Cards Miami GEM Design
    Cobault Brand Guideline Business Card Ibiza GEM Design
    Cobault Brand Guideline Business Cards New York GEM Design
    Cobault Brand Guideline Business Cards Los Angeles GEM Design
    Cobault Brand Guideline Business Cards Tokyo GEM Design
    Cobault Brand Identity Featured Image Smaller
    Cobault Brand Guideline
    Branding/Identity
  • Freelance Branding Projects

    Various Projects Featured Image Smaller

    Top Value Auto Sales Logo & Business Cards

    This customer wanted a logo designed for his car dealership that was similar in style to the Sweet Auto Sales and GW Motorworks logos that I had previously designed. I presented him this design with multiple color versions and a business card design.

    Logo Designs

    Adirondack 46ers Logo and Patch
    Various Logos 02
    Various Logos 03
    Various Projects Featured Image Smaller
    Freelance Branding Projects
    Branding/Identity
  • Various Sign Shop Projects

    Various Sign Shop Projects Featured Image

    Bayview Shores Realty Logo & Signage

    Various Projects Bayview Shores Realty 01 GEM Design
    Various Projects Bayview Shores Realty 02 GEM Design

    Bayview Shores Realty, operating out of Dexter, NY, approached me to design their logo and required realty signage. The customer wanted a "light and flowing" design that incorporated an Adirondack chair. Along with the logo design, the customer needed design for four types of signs. They needed a 4' x 8' sign for the side of their building, which was custom cut along the outer stroke, two different sizes of yard signs, one with an arrow and one without, and a 16' long sign to hang on the facade of their building.

    AAA Speedy Taxi Logo & Vehilcle Decals

    Various Projects AAA Speedy Taxi 01

    Original Logo and Vehicle Mock-ups

    Various Projects AAA Speedy Taxi 02

    AAA Speedy Taxi was in need of an updated logo and decals for their vehicles. I was able to give their original logo (seen to the left of the vehicle mock-ups) an updated look, while keeping similar design elements present such as the stars and the color scheme. I also presented them with multiple mock-ups of possible decals for their vehicles.

    Logos & Business Cards

    Logos and Business Cards

    Vehicle Graphics & Mock-ups

    Vehicle Graphics and Mock-ups 01
    Vehicle Graphics and Mock-ups 02
    Vehicle Graphics and Mock-ups 04
    Vehicle Graphics and Mock-ups 05
    Various Sign Shop Projects Featured Image
    Various Sign Shop Projects
    Branding/Identity
  • Social Media Postings

    Timeless Social Media Postings Featured Image Smaller

    Social Media Postings

    Timeless Frames utilizes social media as a way to interact with its customers through a daily posting. These postings vary greatly in content, ranging from interior home decor trend alerts, inspiring color palettes, featured products, featured artists, holiday announcements, and more. All of the following were custom designed on the day of the posting and then its effectiveness was tracked through analytics. This was to make sure the postings were effectively attaining their goal of increasing customer interaction with the company.

    Timeless Frames Social Media Postings 14 GEM Design
    Timeless Frames Social Media Postings 15 GEM Design
    Timeless Frames Social Media Postings 13 GEM Design
    Timeless Frames Social Media Postings 01 GEM Design
    Timeless Frames Social Media Postings 02 GEM Design
    Timeless Frames Social Media Postings 03 GEM Design
    Timeless Frames Social Media Postings 04 GEM Design
    Timeless Frames Social Media Postings 05 GEM Design
    Timeless Frames Social Media Postings 06 GEM Design
    Timeless Frames Social Media Postings 07 GEM Design
    Timeless Frames Social Media Postings 08 GEM Design
    Timeless Frames Social Media Postings 09 GEM Design
    Timeless Frames Social Media Postings 10 GEM Design
    Timeless Frames Social Media Postings 11 GEM Design
    Timeless Frames Social Media Postings 12 GEM Design
    Timeless Social Media Postings Featured Image Smaller
    Social Media Postings
    Social Media
  • Moulding Diagrams

    Timeless Moulding Diagrams Featured Image GEM Design

    Moulding Diagrams

    Noticing that the company wasn't completely happy with the moulding samples produced by our manufacturers, I realized that the sample request diagrams that we would to them for their reference were not as detailed as they could be. I asked if I could redesign the format of these diagrams, making them much more detailed. I was given eight moulding samples and asked to represent them as precisely as I could within a detailed diagram. I began the process of designing the layout and using digital calipers to measure every possible side and shape of each sample. On each diagram, I included a 'to-scale' as well as three-dimensional representations, all in Adobe Illustrator. The moudling sample received after this change were of much better quality and consistency.

    Timeless Moulding Diagrams Featured Image GEM Design
    Timeless Moulding Diagram 03 GEM Design
    Timeless Moulding Diagram 05 GEM Design
    Timeless Moulding Diagram 07 GEM Design
    Timeless Moulding Diagram 06 GEM Design
    Timeless Moulding Diagram 08 GEM Design
    Timeless Moulding Diagrams Featured Image GEM Design
    Moulding Diagrams
    Industrial Design
  • Greeting Card Designs

    Greeting Card Design Featured Image Smaller

    Greeting Card Designs

    Timeless Frames offers a selection of customizable items called Photo Gifts. These allow a customer to upload their own photos to the Timeless Frames website to insert and place them on items such as apparel, coffee mugs, ornaments, and as seen below, greeting cards.

    Greeting Cards Design 02 GEM Design
    Greeting Cards Design 03 GEM Design
    Greeting Cards Design 04 GEM Design
    Greeting Cards Design 05 GEM Design
    Greeting Cards Design 06 GEM Design
    Greeting Card Design Featured Image Smaller
    Greeting Card Designs
    Poster
  • Facet Field

    Facet Field Flash Featured Image 03 Smaller

    Facet Field 25" x 25" Poster

    Facet Field Flash Header Image 02 GEM Design

    This poster was designed as a personal exercise for creating gemstone patterns that shine and glow, as well as using textures in new ways. The thought process behind this was that this field of facets actually contains the word "Flash" hidden in its highlights. This word was the basis for the center of the field and the facets grew outward from there. Starting in Illustrator, the basic line work was laid out and each facet was filled with a flat color. This was then transferred to Photoshop where the highlights, reflections, glows, and other lighting effects were added. The color of the final poster was the last step to be adjusted. With "Flash" as the basis, a gradient of yellow, to red, to dark grey seemed fitting.

    A second version of this poster was created using an alternate spectrum color scheme, seen below.

    Detail

    Facet Field Detail Image 01b GEM Design
    Facet Field Detail Image 02b GEM Design
    Facet Field Detail Image 03b GEM Design

    Alternate Color

    Facet Field Alternate Color 02 GEM Design

    Detail

    Facet Field Detail Image 01 GEM Design
    Facet Field Detail Image 02 GEM Design
    Facet Field Detail Image 03 GEM Design
    Facet Field Flash Featured Image 03 Smaller
    Facet Field
    Personal Project
  • Miami Sundown

    Miami Sundown Featured Image

    Miami Sundown 24" x 36" Poster

    Miami Sundown

    This poster was designed as a tribute to a song by Ummet Ozcan by the same name. (Which can be heard below.) Using the music as inspiration, I developed the idea to illustrate the song title. Using the word "Sundown" to illuminate "Miami" from below.

    First, "Miami" was sketched in pencil and then converted to vector shapes in Illustrator. Each panel of every letter was transferred to Photoshop and made into a separate layer so that the burn and dodge tools could be used to create lighting effects by hand. The "sundown" was created in Illustrator, using a solid sans-serif font to compliment the chaotic 'thrown-together' look of "Miami". The letterform was bisected by a large arc to create the reflection before being brought into Photoshop. Lighting effects and texture were added as well as a background to finish the poster.

    Detail

    Miami Sundown Detail Image 01 GEM Design
    Miami Sundown Detail Image 02 GEM Design
    Miami Sundown Detail Image 03 GEM Design

    Initial Sketch

    Miami Sundown Pencil Sketch GEM Design

    Artwork Inspiration

    Miami Sundown Featured Image
    Miami Sundown
    Personal Project
  • Crystal Series

    Crystal Series Featured Image

    Crystal Series Heart

    Crystal Series Heart

    Crystal Series Flare

    Crystal Series Flare

    Crystal Series Pillar

    Crystal Series Pillar

    This series of three 20" x 20" posters was designed as an exercise in using 3D software as an aid in creating graphics, as well experimenting with new lighting effects and color relationships. The process involved creating a wireframe mesh in 3DS Max software and exporting the shape as an image. Once the wireframe mesh was made into an image, it was brought into Illustrator and then Photoshop, building the design of the facets and background. The goal was to create objects that seem to glisten and gleam, even though they are flat images.

    Detail

    Crystal Series Detail Image 01
    Crystal Series Detail Image 03

    Wireframe Mesh From 3DS Max

    Printed & Framed

    Crystal Series Printed and Framed
    Crystal Series Featured Image
    Crystal Series
    Personal Project
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