Lyle O. Lewis

Hello! How Are You?

Welcome to my Portfolio!

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Design

Photography

For Fun!

About

Resume

What are you looking for?

MOOSH
_{Branding | Packaging | Photography}
MATKA'S
_{Branding | Packaging | Illustration}
PSYCHOLOGY TODAY
_{Editorial | Typography}
CRAFT FOR CARE
_{Branding | Photography | Experiential}
TEAR JERKY
_{Packaging | Illustration}
DEL RIO ECLIPSE FESTIVAL
_{Branding | Experiential | Illustration}

Hello! How Are You?

Welcome to my Portfolio!

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Design

Photography

For Fun!

About

Resume

What are you looking for?

MOOSH
_{Branding | Packaging | Photography}
MATKA'S
_{Branding | Packaging | Illustration}
PSYCHOLOGY TODAY
_{Editorial | Typography}
CRAFT FOR CARE
_{Branding | Photography | Experiential}
TEAR JERKY
_{Packaging | Illustration}
DEL RIO ECLIPSE FESTIVAL
_{Branding | Experiential | Illustration}

Hello! How Are You?

Welcome to my Portfolio!

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Design

Photography

For Fun!

About

Resume

What are you looking for?

THE HUNT
_{Portraiture | Narrative | Environmental}
KRUPNIK KRAZE
_{Product | Advertising | Studio}
MEET MEAT
_{Still Life | Food | Studio}
VILLAIN LOVE
_{Portraits | Editorial | Studio}
ME MUSIC
_{Experimental | Pastiche | Composite}
ENVIRONMENT V. STUDIO
_{Portraiture | Environmental | Studio}

Hello! How Are You?

Welcome to my Portfolio!

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Design

Photography

For Fun!

About

Resume

What are you looking for?

MISC DESIGN
_{a collection of my other design projects}
PHOTO EXPLORATION
_{my more experimental or less-structured photo series}
ILLUSTRATION BIN
_{a collection of various illustration projects}
ANALOG FUN
_{a collection of my analog projects}
THREE-D
_{my explorations in 3D Design}
GAME GARAGE
_{a collection of my exploration in game art/dev}

Hello! How Are You?

Welcome to my Portfolio!

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Design

Photography

For Fun!

About

Resume

Hey Hey Hey!

I'm Lyle Ophelio Lewis!

I am a designer, photographer, and illustrator. I pride myself on being a creative who can adapt to whatever situation is thrown at him and having a little bit of love for anything and everything creative.

Continuing to learn new things is something that is extremely important to me, I like to be someone who knows a bit about everything. Research and learning are some of my favorite parts of the design process, there is always something interesting and new to learn!

These attributes have helped me become who I am today and allow me to extend my knowledge to others, to help and lift them up in their process as well.

I am currently studying at Radford University for an MFA in Design Thinking with my graduation set in May 2027. I am also a recent graduate of the Rochester Institute of Technology with a BFA in Graphic Design as well as minors in Advertising & Public Relations, Photography, and Packaging Science.

My own Headshot!

From My Adventures

Hover over the images for context!

Student Mentorshipping with fellow designer Liz Carro for the Bishop Kearney Private School Creatify Program
Lyle with puppets from Puppeteers for Fears' Buffalo Show
First visit to the Buffalo Botanical Gardens with fellow designer Penelope Russell
Fellow designers at a RIT graphic design community party
Lyle celebrating graduation and his mascot activities with the rit tiger statue
Lyle and company attend the 2025 Rochester AAF Addy Awards
Lyle and fellow designer/photographer Jolie Greco
Lyle and RIT Dean Todd Jokl at graduation with matching shoes
Lyle mentoring three bishop kearney students in photography skills
Lyle just before walking to his graduation ceremony, repping the rit tiger spirit
Action shot of Lyle walking into rit 2025 convocation with friend and designer Max Stromfeld trailing behind
Lyle with his friends at genesee valley park
Lyle at his Capstone show with friends
Lyle and his main 'designer crew' from RIT
First in-person buffalo sabres game with designers Liz Carro and Elias Bowles
2024 Orientation Team 4 reenacting our mario kart theme
Three-time Orientation Leader Lyle helping new RIT families with directions during rit welcome days
College night at the strong national museum of play with best friends and fellow designers Liz Carro and Grace Geisler
Volunteering for RIT 365 at the RIT welcome days family resource fair with fellow peer facilitator
Lyle's close friend RITchie the Tiger at the RIT Libaries grand reopening

Hello! How Are You?

Welcome to my Portfolio!

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Design

Photography

For Fun!

About

Resume

RESUME & CV

Resume

DOWNLOAD

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MOOSH

Branding | Packaging | Photography

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Design

Photography

For Fun!

About

Resume

MOOSH - Mushroom Fortified Oatmilk

Powerful Flavor, Major Mushroom Nutrients

The Project

The beverage market is heavily populated with new products from year to year. With this in mind, what can we do to create a unique and stand out product with impressive branding to support its debut to the public? Considering target audience, packaging, and overall product/company branding?

The Solution

MOOSH! An oat milk, fortified with dehydrated mushrooms and supported by mascots called the MOOSH-rooms!With four kinds of adaptogenic mushrooms, MOOSH focuses on lowering stress and inflammation, boosting immune health, and easing fatigue. MOOSH delivers these benefits allergen free and on-the-go while also protecting our environment through the use of recycled and biodegradable materials.

First Steps

Research

Market research and why MOOSH stands out from its competitors!

RESEARCH
The Drink Category
Category Info
Gen Z and millennials flock to plant-based milk for taste, but the top purchasing points of non-dairy milk are nutrition and allergy-friendly qualities. Low sugar is also shown to be important. Purchase rates have increased 5% year-over-year from 2022 to 2023 and continue to grow in modern day. Consumers under 44 drive switching potential to non-dairy. 28% of people who purchase dairy milk do so because they believe it is a better value than non-dairy.
The Drink Category Continued
Barriers to our Category
There are more expectations from consumers to WOW them with our product since we are non-dairy. Plant milk prices are typically higher than regular dairy milk, this causes some tension for consumers to choose our product, price is important to them. Oats are the most common for cross contamination as a producer we need to ensure gluten-free oats are used. Gen-Z are typically not entirely loyal to brands which can help and hurt MOOSH. There is also a high want for personalization (flavors, personality, etc).
The Drink Category Continued
Barriers to our Category
There are more expectations from consumers to WOW them with our product since we are non-dairy. Plant milk prices are typically higher than regular dairy milk, this causes some tension for consumers to choose our product, price is important to them. Oats are the most common for cross contamination as a producer we need to ensure gluten-free oats are used. Gen-Z are typically not entirely loyal to brands which can help and hurt MOOSH. There is also a high want for personalization (flavors, personality, etc).
RESEARCH
RESEARCH
RESEARCH

Sketching + Ideation

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tARGET aUDIENCE

Who will drink MOOSH? will they drink it?

RESEARCH
The Drink Category
Category Info
Gen Z and millennials flock to plant-based milk for taste, but the top purchasing points of non-dairy milk are nutrition and allergy-friendly qualities. Low sugar is also shown to be important. Purchase rates have increased 5% year-over-year from 2022 to 2023 and continue to grow in modern day. Consumers under 44 drive switching potential to non-dairy. 28% of people who purchase dairy milk do so because they believe it is a better value than non-dairy.
The Drink Category Continued
Barriers to our Category
There are more expectations from consumers to WOW them with our product since we are non-dairy. Plant milk prices are typically higher than regular dairy milk, this causes some tension for consumers to choose our product, price is important to them. Oats are the most common for cross contamination as a producer we need to ensure gluten-free oats are used. Gen-Z are typically not entirely loyal to brands which can help and hurt MOOSH. There is also a high want for personalization (flavors, personality, etc).

Product Refinement

Branding. . .

MOOSH's branding centers all around our unique selling point (USP), our mushrooms! In an effort to support our community MOOSH focuses on Accessibility, Individuality, Sustainability, and Quality through our brand and products.Our typefaces and logo reflect how MOOSH strives to be fun and welcoming to its customers. Our brand colors are a nod to the mushrooms we rely on and our flavor colors are treated in a way to make them appear more natural.Our four mascots, the MOOSH-rooms represent each of the four mushrooms present in our fortified oat beverages.

. . .Into Packaging

Our dedication to sustainability continues with our packaging. The cartons, chosen for their use of paperboard, come with biodegradable straws and PLA plastic to cover them.Each flavor follows similar guides for consistency and highlights a different one of our mascots to draw in consumers.

Extra Product Information

RESEARCH
THE DRINK CATEGORY
THE DRINK CATEGORY CONTINUED

Photography

Preparation + Outtakes

Various images that either did not make it into final deliverables or were repurposed into other graphics.

Final Compositions

Thank you to my model Morgan Singleton for her assistance on this project!

strawberry drink promotion
chocolate drink promotion
blueberry drink promotion
banana drink promotion
full four flavor lineup

Marketing

Ideation

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Physical Media

MOOSH should be “fruiting” up everywhere! Billboards that our target audience will see on their commute, on public or private transportation, to get them thinking about our product. Bus stop advertisements to really hone in on the college age audience as well as sport stadium ads to push MOOSH everywhere. Fun poster-like magazine ads will be used to entice readers to keep the ad and purchase MOOSH.

bus stop advertisement
billboard advertisement
magazine advertisement
in-stadium banner advertisement

Digital Media

MOOSH’s audience is always in motion and so is MOOSH! By appearing in places of public transport like trains, MOOSH will reach its audience and then some with its fun, poppy graphics all for commuters to see.The target audience for MOOSH has a large presence on social media. Targeting platforms like Instagram, MOOSH will be pushed to the circles of its target audience.

public transportation motion advertisement

social media posting example

Takeaways

MOOSH pushed me way out of my comfort zone as one of my first projects where I had the time to truly delve into it and think about as many aspects as I could. From creating the branding itself to physically assembling my cartons for the photoshoot, this project stretched all of my creative muscles to make them stronger!

FIN.

MATKA'S

Branding | Packaging | Illustration

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Design

Photography

For Fun!

About

Resume

MATKA's Vegan Polska - Vegan Polish-Focused Restaurant/Brand

Eat Local, Eat Vegan, Eat MATKA's!

The Project

Buffalo, New York is known for its connections to Polish-American culture and traditions that go beck decades. Of newer traditions is the ever growing community of vegan residents, being a vegan in Buffalo does not come easy through the lack of options when compared to surrounding cities. What can we do to promote Buffalo Polish culture as well as support local vegans?

The Solution

Matka’s! A vegan restaurant that has a primary focus on traditional Polish cuisine with a vegan twist, located centrally within Buffalo, New York. Matka’s seeks to deliver new and traditional foods as vegan for those who cannot have the meals in traditional ways.

Research + Ideation

Research + First Steps

research + name ideation
more name ideation

Matka's — Why?

In Polish, Matka can be translated as Mother or Mama in English. My Mom has always confided to me how little food accessibility there is in Buffalo for someone who is Vegan. I have also known for my entire life that my Mom loves both cooking and baking.So as a nod to her and her creativity in regards to food, based on her recipes and food, Matka's is built upon her experiences and her talents as a Vegan Polish-American.

Me and my mom!

Sketching + Process

sketches and experimentation
type and form studies
letterform and color refinement
icons and tag refinements

Final Logotype + Marks

Main Extended Logo

minimum size of logo displayed

Primary Logotype

minimum size of logo displayed

Logomark / Social Media Icon

minimum size of logo displayed

Colors + Type

Matka's Red

Pantone 187C
C0/M56/Y52/K40
R154/G11/B21
HEX #9A0b15

Polka Red

Pantone 188C
C0/M38/Y36/K56
R112/G14/B21
HEX #700E1S

Primary Typeface for Matka's brand

To nod to Matka's roots, red is the primary color used in the branding, named aptly, Polka Red reflects the red used in historical Poland flags.Matka's Red on the other hand comes directly from the brand's namesake, this red is the same hex code that my mother has painted her kitchen, borrowed straight from the paint sample card.

Marketing

Packaging

Matka's kolache cookies
Matka's haluski (cabbage + noodles)
pouches of Pierogi flavors

Storefront

Matka's branded storefront

Social Media

Matka's Social media page + posts

Social Media Posts

'cheese' pierogi instagram announcement
'cheese' + potato pierogi instagram announcement
sauerkraut pierogi instagram announcement

In-Store Advertising

In-store tasting/sample kiosk
branded in-store floor freezer
branded standing in-store freezer
branded aisle fin

Takeaways

Matka's was my first true dive into both branding and letterform creation. This project let me express my heritage in a way I never quite had before, allowing me to intertwine it into my designs and illustrations for this one-of-a-kind restaurant and brand.I learned a lot about typography and just how much work it takes into refining letterforms to create the perfect combination.

Black pierogi Matka's t-shirt

FIN.

Psychology Today

Editorial | Typography

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Design

Photography

For Fun!

About

Resume

Psychology Today - Editorial Spreads focusing on political misinformation on Wolves in the USA

Wolves are NOT a Clear and Present Danger

The Project

Psychology Today is a popular site and magazine that covers an immense amount of topics. How can we take a lesser known article and translate that into a captivating and intriguing, designed editorial piece with multiple spreads?

The Solution

Wolves are Not a Clear and Present Danger, an article turned into an editorial design that focuses on the hybrid use of photography, traditional materials and digital materials to push the warnings of political misinformation against wolves in the United States.

Photography Requirements

This project forbid the use of stock imagery, all images, graphic or otherwise, needed to either come from myself, or with permission from the photographer. The wolves and wolf-dogs featured in these spreads come from the filming sites of the Game of Thrones series with the photographs taken by their trainer, Emily Roach.

About the Article

Photo of Marc Bekoff courtesy of Tom Gordon

Wolves, political stupidity, and fear-mongering: Wolves are a clear and present danger, renamed "Wolves are Not a Clear and Present Danger" for the design, is a 2011 serious and informative article based around US politics and how politicians use misinformation to push anti-wolf legislation.The author, Marc Bekoff is professor emeritus of Ecology and Evolutionary Biology at the University of Colorado, Boulder and has been active in the field of animal behavior for decades.Under the Psychology Today media kit the article can also be classified as a “rant”. Other articles on cover were selected within the same date of this main article for consistency.

Ideation + Experimentation

Sketches, Research, Markmaking

spread and extra article ideation
typeface and title spread ideation
original title sketches
acrylic "not" tests
acrylic "not" tests
article spread sketches
article spread sketches

Typeface Decisions

Final Spreads

Full Spreads

Final Flipbook

Flipbook with ZoomScroll to Top Buttonarrow_back_ios

Takeaways

As my first dive into editorial work, this project showed me how much I love it and how much I love typography. I have always been an avid wolf lover and the chance to integrate that into this project allowed me to make it a bit more personal, including working around the imagery restraints and collecting information and ideas to use within the article spreads.

Wolf pup used in final spread

FIN.

Craft for Care

Branding | Photography | Experiential

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Design

Photography

For Fun!

About

Resume

Craft For Care - Non Profit Overhaul and Rebrand

Building New Communities, Block by Block

The Project

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The Solution

The Organization

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Behind the Rebrand

Sketches + Process — Logos

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Final Logo + Variations

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Typography

Colors

Primary + Shades

Secondary + Shades

Accents/Special Use

Brand Imagery

Graphic Icons

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Photography + Video

Text

Sketches + Process — Imagery

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marketing the rebrand

Brand Launch Event

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Event Assets

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Text

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Event Invite

Sketches + Process — Launch Event

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digital marketing

Social Media

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Website

Special Participant Gift

physical marketing

Billboard

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Direct Mail Brochure

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Inside Panels

Text

Outside Panels

Text

Business Card

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Advertising

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Volunteer Wear

Text

Sketches + Process — Physical Marketing

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Takeaways

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FIN.

Tear Jerky

Packaging | Illustration

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Design

Photography

For Fun!

About

Resume

Tear Jerky / Full EP

Sparky Deathcap / R N Taylor

Tear Jerky - Cassette Insert and Album Cover Redesign

Sparky Deathcap / RN Taylor

The Project

The Solution

the Cover

MarqueeScroll to Top Buttonarrow_back_ios

SOMBER ESCAPE DRIFTING SOMBER ESCAPE DRIFTING SOMBER ESCAPE DRIFTING

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Original

Forward Arrow IconScroll to Top Buttonarrow_back_iosarrow_forward

my Design

Sketches + Process — Cover

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J-Card Insert

Sketches + Process — Cassette Insert

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Outside

Inside

Icons + Logos

New Logos

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Sketches + Process — Logos + Icons/Illustrations

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Final Icons/Illustrations

Text

Takeaways

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FIN.

Del Rio Festival

Branding | Experiential | Illustration

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Design

Photography

For Fun!

About

Resume

Del Rio Festival - 2024 Eclipse Festival Event

Illuminating Del Rio's Culture and Celebrating the solar eclipse

The Project

The Solution

The Roles

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The Event

What + Where?

Why?

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Event Layout

Branding

Primary Colors

Matka's Red

Pantone 187C
C0/M56/Y52/K40
R154/G11/B21
HEX #9A0b15

Polka Red

Pantone 188C
C0/M38/Y36/K56
R112/G14/B21
HEX #700E1S

Typefaces

Text

Main Logo + Variations

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The Mark

Variations

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Logo Sketches + Ideation

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Marketing

The Website – Max Stromfeld

Text

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Memorable/Event Poster

Merchandise

A free event with paid experiences

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Mockups + Final Merchandise

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Takeaways

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FIN.

The Hunt

Portraiture | Narrative | Environmental

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Design

Photography

For Fun!

About

Resume

Krupnik Kraze

Product | Advertising | Studio

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Design

Photography

For Fun!

About

Resume

Meet Meat

Still Life | Food | Studio

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Design

Photography

For Fun!

About

Resume

Villain Love

Portraiture | Editorial | Studio

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Design

Photography

For Fun!

About

Resume

Me Music

Experimental | Pastiche | Composite

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Design

Photography

For Fun!

About

Resume

Environment V. Studio

Portraiture | Environmental | Studio

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Design

Photography

For Fun!

About

Resume

MISC Design

Collections of my various other designs

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Design

Photography

For Fun!

About

Resume

Photo Exploration

My more experimental or less structured photo series

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Design

Photography

For Fun!

About

Resume

Illustration Bin

My various Illustration-based projects

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Design

Photography

For Fun!

About

Resume

Analog Fun

a collection of my varied analog focused projects

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Design

Photography

For Fun!

About

Resume

Three-D

3D Design/Modeling focused explorations

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Design

Photography

For Fun!

About

Resume

Game Garage

My dives into game development and artwork

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Design

Photography

For Fun!

About

Resume

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Back to the work

Before

After

Bold white text reading 'RESEARCH' centered on a curved red banner above a background of scattered strawberries on light pink.

Before

After

Hello! How Are You?

Hello! How Are You?

Hello! How Are You?

Hello! How Are You?

Hello! How Are You?

Hello! How Are You?

MOOSH

RESEARCH

The Drink Category

Category Info

The Drink Category Continued

Barriers to our Category

The Drink Category Continued

Barriers to our Category

RESEARCH

RESEARCH

RESEARCH

RESEARCH

The Drink Category

Category Info

The Drink Category Continued

Barriers to our Category

RESEARCH

THE DRINK CATEGORY

THE DRINK CATEGORY CONTINUED

MATKA'S

Psychology Today

Craft for Care

Tear Jerky

Del Rio Festival

The Hunt

Krupnik Kraze

Meet Meat

Villain Love

Me Music

Environment V. Studio

MISC Design

Photo Exploration

Illustration Bin

Analog Fun

Three-D

Game Garage