I love crafting identity, beautifully & creatively.

I’m a wide-eyed designer with a passion for making smart things. Some of my best work is below.

Memphis Ultimate Disc Association

A local sports league spun into a wearable identity

I’ve been playing with the Memphis Ultimate Disc Association (MUDA) for over 15 years. So, as a player and member of this community, I jumped at the opportunity when this beautiful group of circular plastic-chasers approached me to take on their brand identity design work.

Black and white graphic showing the Memphis "M" Bridge the words "Memphis 'M' Bridge are underneath

The concept and shape of the iconic Memphis Bridge are foundational to the identity system. This and the following two images are from the rationale presentation I made to sell the big idea.

Black and white graphic showing a circular-shaped image made up of the Memphis "M" bridge rotated eight times

Historically, the league had utilized a squid as a symbol for the group. I noticed if the bridge was duplicated and rotated eight times, it created an intricate cephalopod-like shape.

Black and white graphic showing a circular-shaped image made up of the Memphis "M" bridge rotated eight times, enclosed in a circle the words "OOOOoooo" are underneath

Enclosing that shape in a circle felt right for a frisbee league. The star or “octogram” in the middle provided a unique graphic twist—paying tribute to the stars on the Tennessee state flag.

Graphic showing panels of the Memphis Ultimate Disc Association graphic style, typography, color and brand standards

Ultimately, after working through typography, color, and graphic element creation, I provided a set of standards and usage rules in document form.

A large group of ultimate frisbee players wearing purple jerseys showing the MUDA icon

“Grape Jelly,” shown above, is one of eight MUDA Summer League teams sporting the octogram-based insignia. They beat my team, on the night of my writing this. 😒

Obsessive Type Workshop

A team-building event where what’s made are friendships

Obsessive Type was an afternoon typography-themed workshop I coordinated as an outing for designers in Hilton’s User Experience Group. The Stefan Sagmeister quote, “Obsessions make my life worse, but my work better” inspires the concept behind the event.

Photo: Ryan Rhea

This workshop was one of a few our group enjoyed covering design-friendly topics like typography and printmaking, tools and photography.

“Obsessions make my life worse and my work better.”
— Stefan Sagmeister

Photo of three suspended posters with creative headlines and the "Obsessive Type" logo

It’s always nice to have an opportunity to flex my headline writing and advertising muscles. These posters promote the event with a little inside typography humor.

The day began with a conversation over a short slide presentation and ended by producing letter-based wood block prints (shown above).

Marks I've Made

About me

Hi! I’m Carl Fox—an award-winning graphic designer living and working in Memphis, Tennessee. I currently work for the User Experience group at Hilton where my focus lies in creating digital experiences that inspire people to book our world-class hospitality and travel offerings.

When I’m not being creative, I’m hanging out with my wife, three awesome kids, and my wee pup, Frankie. You can also find me after hours at Shelby Farms painting landscapes or dropping dimes playing the emergent game of Goaltimate.

I truly love the practice and process of design, no matter the form, need, shape or function. If you have a need, I’d love to connect. Cheers!




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