various logos (click side arrows to scroll through selected logo designs) | additional credits: wolf trap, beuchert’s saloon (designed while at rp3 agency) | mindhatch (designed in collaboration with eighty2degrees) | pepe, america eats tavern, pinups for pitbulls, the doerrer group, michael bonfigli, rogue 24, graffiato, sticky fingers, day of the dead (designed while at the general design co.)
Hi, this is Kaleena. Designer and human turning things upside down. Currently living in Washington DC with my two rescue dogs Moby & Maeby.
Available for freelance and contract work, while looking to connect with businesses and clients who value design and creative thinking. I specialize in logo and brand identity design with a portfolio that encompasses creative direction, photography, and graphic design. I value design that is smart, efficient, and transcends traditional boundaries across creative mediums.
Get in touch using the form below or email hi @ thisiskaleena.com
Stacey Khoury-Diaz, came to me to help her create a logo for her new natural wine bar to open in DC. The chosen design concept is inspired by the bar’s name, named after Dionysus, the god of wine. The bar focuses on natural wine and will be opening up on H Street in DC. Read more about the bar opening in the Washington City Paper.
The logo is created from the idea of grape vines connecting the letters of the name, to reference dionysus and wine in a subtle way. Overall, we wanted the logo to be a nod to the organic without being too literal or involving cliche wine imagery. We moved away from actual grape images to simple line work that alludes to the vines with iconic leaves and custom illustration.
Final Logo System:
I worked with local design studio, Eighty2degrees, to help design brochures for the NMAAHC. The museum curates a variety of events and programming that needed a flexible brochure system. These initial brochures were designed for the grand opening of the museum and are continuing to be developed and expanded on for the different upcoming events.
Here is one of my final press-ready design files to give you a look at how the full layout looks before it is folded into a brochure. The bottom portion is a flap with hidden additional information and gives the brochure a unique structure.
The National Museum of African American History and Culture was established by an Act of Congress in 2003 making it the 19th museum of the Smithsonian Institution. The museum opened on the National Mall in September 2016 on a five-acre tract adjacent to the Washington Monument. The museum’s mission is to tell America’s story through the African American experience.
Florescent is a line of handmade botanical perfumes by Susannah Compton. Susannah reached out to me to help her with the box design as her line takes off and hits new shelves. I helped refine some of her current branding and designed these letterpress boxes for 3 scents and 2 different bottle sizes.
My favorite scent is Pretty Bird and is the only perfume I own. Go check out all the various products at florescent.co
Photos courtesy of the Florescent instagram
Back in 2013 I made these designs for Command X, a live design competition that took place in Minneapolis that year. The first challenge was to create a logo for Prince and the second project was a packaging redesign for Land O’Lakes butter. Appropriately, I used Prince to replace the controversial “Indian Maiden” on the butter packaging. You can watch the presentations and competition videos by clicking these links below:
Command X, produced by Bonnie Siegler of Eight and a Half and hosted by Matteo Bologna of Mucca Design, is a design reality show that takes place at the biennial AIGA Design Conference. Seven emerging designers, all under the age of 27, complete challenges and present their solutions live on stage in front of 1,800 peers, heroes and potential employers.
My left pinky nail has been painted orange for the past 7+ years. It is now my signature mark and has evolved into my self-identity as a designer and human.
It was August 2008 when I took the picture above on the last day of my summer internship to say peace to the design studio Dept of Energy in Seattle. They gave me my first design home and the opportunity to start my career with freelance design work. I was 21 and designing snowboards for DC shoes, skis for Rossignol, and getting an inside look to the snowsport industry along with helping produce environments and wayfinding systems for a huge farm supply store. The team at DOE became my family and this picture of peace signs and love from the other Washington is where ‘version 1.0’ of the orange pinky began.
The image of my hand is also sign language for the letter ‘K’ and the inverse is the letter ‘P’; forming my initials. I created a promo project in 2009 that solidified the image as my personal logo and brand identity for who I am as a designer. The limited edition posters are hand-painted with my orange nail polish.
In 2015, I simplified my original hand-illustration of the orange pinky into ‘version 2.0’. Each orange pinky on my new business cards are individually hand-colored for a personal touch.
This brings us to today, 2016.
My birthday and unofficial business anniversary are on January 2. That means today I celebrate 2 years since I quit my full-time salaried job on my 27th birthday to pursue the dream hustle as a self-employed designer.
I spent 2 years at an advertising agency before this and before that, 2 years at a small design studio in DC. I’ve grown and learned a lot in each of those 2 year stints. So, cheers to the last year in my twenties and to breaking the 2 year mark on my own with Kaleena, LLC.
second wind is a gym just down the street from my home + studio. i started going there and joined as a member this past february. it is the first workout experience that i’ve really stuck to. now i’ve had the pleasure of going from being their client to having them as a design client. there is a lot of buzz around crossfit, but for me, secondwind stands apart as a friendly, neighborhood spot that really delivers on quality fitness that is scalable for everyone. the new designs reflect that sentiment yet still holds on to some of it’s roots with the dc stars and stripes.
today we announced their new logo and brand identity. we are currently working on updating the website and getting new swag in the gym this fall.
this is what their logo use to look like:
this orange 1978 honda cb400t is my first motorcycle and her name is iruka (japanese for dolphin). thanks to @therumblesmith for jump starting me in my motorcycle dreams this past year.
rumblesmith is a local (dmv area), one-man shop for handmade motorcycle parts, chassis development, performance tuning, and full custom builds. check out the logo design & new work i did for them up on my website now.