exchange portfolio

EXCHANGE

This book is divided into 12 sections I have called “exchange”. It draws a parallel between my work and my life experiences through change and movement, but also my favorite part ofthe design process: the exchange that occurs between designersof a team, designers and clients, companies and consumers,designs and consumers. Because it is thanks to that exchange, that the design industry is possible and more rich. A common visual thread throughout the portfolio was then created with page layouts, type setting and the choice of imagery.

selected work of genevieve e. smith

006 EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

0071 2 3 4 5 6 7 8 9 10 11 12 EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

copyright © 2012 genevieve smith

all right reserved

http://genevieve-smith.com

[email protected]

No portion of this book may be used

or reproduced without prior consent

from Genevieve Smith.

academy of art university

79 New Montgomery Street

San Francisco, CA 94105

Director | Anitra Nottingham

genevieve-smith.com

mailto:genevieve.smith%40me.com?subject=


home fashion category packaging, identity | p. 12-23

01 walk the walk category print, typography | p. 24-37

02

homegrown category packaging, identity | p. 76-89

07 bridging the gap category print, typography | p. 90-103

08

beer celebration category identity | p. 50-57

04 inspiring optimism category financial reports, identity | p. 58-65

05

slow food category identity, web | p. 114-127

10 childhood is calling category packaging, identity | p. 128-143

11

TABLE OF CONTENTS


old is new again category packaging, identity | p. 38-49

03

legendary fishing category print, identity | p. 104-113

09

global village category identity | p. 144-155

12

conscious urbanism category typography, identity | p. 66-75

06


/ iks-chānj /verbTo give something and receive something of the same kind in return.

noun· The use of speech for a sharing or exchange of views, ideas or information. A dialogue also referred to as interchange.

· The chemical process in which one atom or ion or group changes places with another.

specimens

a. the two arrow symbols, represent two

persons, or two sets of ideas, and the

exchange resulting of an interaction.

b. element 1: representing the designer,

the principle of the object, or the idea

that comes to life.

c. element 2: representing the client or

the practicality of the implementation

and the spirit of innovation.

d. the point of exchange.

EX·CHANGE


a.

b. c.

d.


class name Packaging design 3

instructor Thomas McNulty

specimens· 1 table lamp

· 1 humidifier

· 1 trash can

· 1 wall clock

· 1 throw pillow

01objective

Choose a fashion designer and create a line of packaging for home products that will work with the existing fashion line.

HOMEFASHION

overview

In the spirit of Calvin Klein comes a line of home products that are bold, stylish, modern, IN. These common household products do not look like your regular trashcan, or humidifier, and can beproudly put on display. IN stands for interior decoration and style.These products can become great conversation pieces and promote an exchange through conversation, but also show how design can play a role in linking different items to one brand.


inspiration

The black and white poster campaigns Calvin Klein has been known for were an inspiration to the black and white line of theseproducts, as well as the dramatic lighting in the photography. Modern, well designed products were then carefully chosen to be showcased.


detailThe key words used to describe the Calvin Klein’s clothes line

have now been incorporated into the packaging design of this

product line, along with the tagline “make yourself at home“.


outcome

A bold stylish design that puts the product at the forefront of the packaging. A pattern created from the interlinking of the CK letters,cover the back,top and sides. The photography shows off black products shot on black backgrounds in a dramatic way, as though on a runway, and making a statement for each product.


class name Typography 3

instructor Ariel Grey

02objective

Create a forty eight page book, poster, twenty five swatch cards with container to promote the Act Green paperline.

WALK THE WALK

overview

Act Green means, words are not enough, actions are needed to help the environment. So how do we help people become more aware of the little changes they can make, all the while promot-ing the Gmund paper line? The Act Green promotional materials creates an exchange between the reader and GMUND but also with the environment as a whole.

specimensPromotional paper line items:

· 48 pages book

· 1 poster

· 25 swatch cards

· Card container


inspiration

Bold graphics, patterns made out of other shapes, such as the bottle shape, which represents the recycling process. Icons to communicate an idea quickly and effectively, such as the light bulb, or the house symbol. The introduction of dots as the rep-resentation of pollution, and mechanical diagram to showcase the solutions found through nature and science.


detailThe Act Green promotional book, was created using recycled mate-

rials and earth tones, to convey the fact Gmund walks the walk in

their business. Also incorporated in the design, are elements that

incorporate recycling such as the bottle pattern shown below.


GMUND COMP-ANY

Fine paper from Gmund has been creating fine paper for almost 180 years. The basis for this confidence in our expertise and in the aesthetic power of our paper is an active company philosophy that is reflected in every detail of the Büttenpapierfabrik Gmund.

The founder of the company Johann Nepomuk Haas was the first to commit himself to the production of the finest hand-made paper to particular quality standards. The Kohler family, who has been running the company since 1904, not only continued this tradition but also developed it to suit the times.

The Gmund company has set high standards in the choice of materials, which they acquire from all over the world. For their production they use exclusively selected raw materials that are characterised by the highest purity and stability. These include chlorine-free bleached and FSC certified (FSC MIX) special pulp or natural cotton rags. Dyes and pigments as lightfast as possible — naturally free from heavy metals — and also high-quality minerals and fillers are further requirements for the acid-free, non-ageing quality of our paper.

› › › › › › › › › ›

The idyllic site of the Mangfall valley in Germany, where Gmund is located.

GMUND-ACT GREEN

100% Recycling100% FSC

100% Cotton30% Cannabis + 70% FSC=100% Eco Sustainability

100 g/m²

100,170, 300 g/m²

110, 270 g/m²

100, 170, 300 g/m²

100, 250 g/m²

300 g/m²

300 g/m²

100% Recyclling ECO

100% Recycling

Cotton

FSC Cream

Cannabis

FSC Brown

FSC Green

- A paper purist`s delight- Matching envelopes - All papers are committed to the GMUND Environmental Charter- Chlorine free cellulose- Fade resistant, pH neutral- FSC certified

SPECIFICS

GMUND - ACT GREEN is a collection with a guarantee of content and an environmental

certificate. The collection is trustworthy, genuine and authentic and that also applies to all papers

from GMUND, because they are made according to high

environmental standards, as documented in the GMUND

Environmental Charter.

Offset printing, letterpress, blind embossing, hot foil stamping,paper etching, thermography, silk-screen printing, die cutting

APPLICATIONS

| | | | | | | | | | | | | |

GMUND COMP-ANY

Fine paper from Gmund has been creating fine paper for almost 180 years. The basis for this confidence in our expertise and in the aesthetic power of our paper is an active company philosophy that is reflected in every detail of the Büttenpapierfabrik Gmund.

The founder of the company Johann Nepomuk Haas was the first to commit himself to the production of the finest hand-made paper to particular quality standards. The Kohler family, who has been running the company since 1904, not only continued this tradition but also developed it to suit the times.

The Gmund company has set high standards in the choice of materials, which they acquire from all over the world. For their production they use exclusively selected raw materials that are characterised by the highest purity and stability. These include chlorine-free bleached and FSC certified (FSC MIX) special pulp or natural cotton rags. Dyes and pigments as lightfast as possible — naturally free from heavy metals — and also high-quality minerals and fillers are further requirements for the acid-free, non-ageing quality of our paper.

› › › › › › › › › ›

The idyllic site of the Mangfall valley in Germany, where Gmund is located.

GMUND-ACT GREEN

100% Recycling100% FSC

100% Cotton30% Cannabis + 70% FSC=100% Eco Sustainability

100 g/m²

100,170, 300 g/m²

110, 270 g/m²

100, 170, 300 g/m²

100, 250 g/m²

300 g/m²

300 g/m²

100% Recyclling ECO

100% Recycling

Cotton

FSC Cream

Cannabis

FSC Brown

FSC Green

- A paper purist`s delight- Matching envelopes - All papers are committed to the GMUND Environmental Charter- Chlorine free cellulose- Fade resistant, pH neutral- FSC certified

SPECIFICS

GMUND - ACT GREEN is a collection with a guarantee of content and an environmental

certificate. The collection is trustworthy, genuine and authentic and that also applies to all papers

from GMUND, because they are made according to high

environmental standards, as documented in the GMUND

Environmental Charter.

Offset printing, letterpress, blind embossing, hot foil stamping,paper etching, thermography, silk-screen printing, die cutting

APPLICATIONS

| | | | | | | | | | | | | |

DITCHYOURCAR Avoiding 10 miles of driving every week would

eliminate about 500 pounds of carbon dioxide emissions a year.

The majority of car trips people make are under two miles, so that should be easy to swap driving

for a bike or public transit.

If driving is unavoidable, trading your gas-guzzler for a hybrid or more gas-efficient car helps. Aim

for a car that gets at least 30 mpg.

Or go without your own wheels and use car-sharing services like Zipcar.

****

MAIN-TAIN YOURHOME

Cleaning a dirty air filter, wrapping your hot water heater in an insulation blanket, properly insulating your walls and windows, and caulking and weather stripping can save a total of 5,000 pounds of carbon dioxide a year, according to

Nudge your thermostat up two degrees in the summer and down two degrees in the winter to withhold another 2,000 pounds of CO2.

Buying appliances with the Energy Star certification and installing a programmable thermostat helps too. You get your reward in lower gas and electric bills.

*

**

Americans use 2,500,000 plastic bottles every hour! Most of them are thrown away!

Plastic bags and other plastic garbage thrown into the ocean kill as many as 1,000,000 sea creatures every year!

Recycling plastic saves twice as much energy as burning it in an incinerator.

Americans throw away 25,000,000,000 Styrofoam coffee cups every year.

According to the Beverage Marketing Corp, the average American consumed 1.6 gallons of bottled water in 1976. In 2006, that number jumped to 28.3 gallons.

Recycling 1 ton of plastic saves 7.4 cubic yards of landfill space.

*****

*

PLASTIC RECYCL-

ING FACTS

Every month, we throw out enough glass bottles and jars to fill up a giant skyscraper. All of these

jars are recyclable!

The energy saved from recycling one glass bottle can run a 100 watt light bulb for four

hours. It also causes 20% less air pollution and 50% less water pollution than when a new

bottle is made from raw materials.

A modern glass bottle would take 4000 years or more to decompose — and even longer if it's

in the landfill.

Mining and transporting raw materials for glass produces about 385 pounds of waste for

every ton of glass that is made. If recycled glass is substituted for half of the raw

materials, the waste is cut by more than 80%.

**

*

*

GLASS RECYCL-ING FACTS

ALUMINUM RECYCL-

ING FACTSA used aluminum can is recycled and back on the grocery shelf as a new can, in as little as 60 days.

Recycling one aluminum can saves enough energy to run a TV for three hours — or the equivalent of a half a gallon of gasoline.

An aluminum can that is thrown away will still be a can 500 years from now!

There is no limit to the amount of times an aluminum can be recycled.

A 60 watt light bulb can be run for over a day on the amount of energy saved by recycling 1 pound of steel. In one year in the United States, the recycling of steel saves enough energy to heat and light 18,000,000 homes!

*****

To produce each week's Sunday newspapers, 500,000 trees must be cut down.

If every American recycled just one-tenth of their newspapers, we would save about

25,000,000 trees a year.

The average American uses seven trees a year in paper, wood, and other products made from

trees. This amounts to about 2,000,000,000 trees per year!

Each ton (2000 pounds) of recycled paper can save 17 trees, 380 gallons of oil, three cubic

yards of landfill space, 4000 kilowatts of energy, and 7000 gallons of water. This

represents a 64% energy savings, a 58% water savings, and 60 pounds less of air pollution!

**

*

*

PAPER RECYCL-ING FACTS

GMUND’SENVIRON-MENTALCHARTER

GENERATING OUROWN ELECTRICITY

70%H O M E - M A D E E N E R G Y

63%

18%

29%

Energy from our own water turbinesEnergy from combined heat and power generation for steam productionEnergy from Bavarian energy company

ENERGY USE ANDEMISSIONS FROMCORPORATE BUILD-INGS PRESENTAN ENVIRON-MENTAL BURDEN

resource use

pollution emission

raw materials

energy use

water use

land

atmospheric emissions

water effluents

solid waste

other releases

30%

42%

25%

12%

40%

20%

25%

13%

ı ı ı ı ı ı ı ı ı ı ı ı ı ı


Gmund has instituted many green practices tolower their impact on the environment. By recycling,generating their own energy, utilizing renewable resources for their paper, and reusing resources throughout their manufacturing processes, Gmundis able to contain their environmental footprint.

DITCHYOURCAR Avoiding 10 miles of driving every week would

eliminate about 500 pounds of carbon dioxide emissions a year.

The majority of car trips people make are under two miles, so that should be easy to swap driving

for a bike or public transit.

If driving is unavoidable, trading your gas-guzzler for a hybrid or more gas-efficient car helps. Aim

for a car that gets at least 30 mpg.

Or go without your own wheels and use car-sharing services like Zipcar.

****

MAIN-TAIN YOURHOME

Cleaning a dirty air filter, wrapping your hot water heater in an insulation blanket, properly insulating your walls and windows, and caulking and weather stripping can save a total of 5,000 pounds of carbon dioxide a year, according to

Nudge your thermostat up two degrees in the summer and down two degrees in the winter to withhold another 2,000 pounds of CO2.

Buying appliances with the Energy Star certification and installing a programmable thermostat helps too. You get your reward in lower gas and electric bills.

*

**

ALUMINUM RECYCL-

ING FACTSA used aluminum can is recycled and back on the grocery shelf as a new can, in as little as 60 days.

Recycling one aluminum can saves enough energy to run a TV for three hours — or the equivalent of a half a gallon of gasoline.

An aluminum can that is thrown away will still be a can 500 years from now!

There is no limit to the amount of times an aluminum can be recycled.

A 60 watt light bulb can be run for over a day on the amount of energy saved by recycling 1 pound of steel. In one year in the United States, the recycling of steel saves enough energy to heat and light 18,000,000 homes!

*****

To produce each week's Sunday newspapers, 500,000 trees must be cut down.

If every American recycled just one-tenth of their newspapers, we would save about

25,000,000 trees a year.

The average American uses seven trees a year in paper, wood, and other products made from

trees. This amounts to about 2,000,000,000 trees per year!

Each ton (2000 pounds) of recycled paper can save 17 trees, 380 gallons of oil, three cubic

yards of landfill space, 4000 kilowatts of energy, and 7000 gallons of water. This

represents a 64% energy savings, a 58% water savings, and 60 pounds less of air pollution!

**

*

*

PAPER RECYCL-ING FACTS

Americans use 2,500,000 plastic bottles every hour! Most of them are thrown away!

Plastic bags and other plastic garbage thrown into the ocean kill as many as 1,000,000 sea creatures every year!

Recycling plastic saves twice as much energy as burning it in an incinerator.

Americans throw away 25,000,000,000 Styrofoam coffee cups every year.

According to the Beverage Marketing Corp, the average American consumed 1.6 gallons of bottled water in 1976. In 2006, that number jumped to 28.3 gallons.

Recycling 1 ton of plastic saves 7.4 cubic yards of landfill space.

*****

*

PLASTIC RECYCL-

ING FACTS

Every month, we throw out enough glass bottles and jars to fill up a giant skyscraper. All of these

jars are recyclable!

The energy saved from recycling one glass bottle can run a 100 watt light bulb for four

hours. It also causes 20% less air pollution and 50% less water pollution than when a new

bottle is made from raw materials.

A modern glass bottle would take 4000 years or more to decompose — and even longer if it's

in the landfill.

Mining and transporting raw materials for glass produces about 385 pounds of waste for

every ton of glass that is made. If recycled glass is substituted for half of the raw

materials, the waste is cut by more than 80%.

**

*

*

GLASS RECYCL-ING FACTS

paper swatch cards

The swatch cards are varied and showcase the different pa-pers, colors and finishes in the line. They are made to share, exchange, post in one’s space to help raise awareness.


FIBER + WATER + ENERGY = PAPER

The paper we use for printed communications is typically made up of wood fiber plus a variety of surface treatments, such as starch, latex, and clay, and dyes that determine color and brightness. Paper also carries a significant “ecological shadow” of energy consumption, bleaching chemicals, and water used in its production.

UNLESSSOMEONE LIKE YOU,CARES AWHOLE AWFUL LOT, NOTHING’S GOING TO GET BETTER. IT’S NOT.— DR. SEUSS, The Lorax

“

”

THINK GREENACT GREEN –HONESTHEARTS BRINGGENUINEACTIONSAND LEAD TOA GREEN FUTURE

ABOUT 7%OF THEWORLD’SFORESTS ARECERTIFIEDFOR SUSTAIN-ABILITY.

Gmund only buys pulp from forests that are certified as sustainably managed, where newtress are planted to replace the ones that arecut. They also have been using alternativeraw materials, such as cotton linters and hempfibers, for many years.

THE GMUNDPROMISE

100%FSC CERTIFIED

OR CONTROLLEDFIBERS

SUSTAINABLERAW MATERIALS

Over 70% FSC certified pulpless than 30%: controlled fibers5%: cotton, hemp, and other fibersthat are not derived from wood

GMUNDANDRE-CYCLING

Gmund has an in-house environmental programensuring that they maintain strict environmentalstandards accross the company. They monitor progressconstantly, which has enabled the reduction of the amount of waste that occurs in all areas of their business to a minimum.

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“I’ll overnight it to you” suddenly seems less “efficient”

CO EMISSION BY MODE OF TRANSIT²HUMAN

PROGRESSNEVER ROLLS INON WHEELS OFINEVITABILITY.— DR. MARTIN LUTHER KING, JR.

“

”

GMUND’SENVIRON-MENTALCHARTER

GENERATING OUROWN ELECTRICITY

70%H O M E - M A D E E N E R G Y

63%

18%

29%

Energy from our own water turbinesEnergy from combined heat and power generation for steam productionEnergy from Bavarian energy company

ENERGY USE ANDEMISSIONS FROMCORPORATE BUILD-INGS PRESENTAN ENVIRON-MENTAL BURDEN

resource use

pollution emission

raw materials

energy use

water use

land

atmospheric emissions

water effluents

solid waste

other releases

30%

42%

25%

12%

40%

20%

25%

13%



Gmund has instituted many green practices tolower their impact on the environment. By recycling,generating their own energy, utilizing renewable resources for their paper, and reusing resources throughout their manufacturing processes, Gmundis able to contain their environmental footprint.

THINK GREENACT GREEN –HONESTHEARTS BRINGGENUINEACTIONSAND LEAD TOA GREEN FUTURE

ABOUT 7%OF THEWORLD’SFORESTS ARECERTIFIEDFOR SUSTAIN-ABILITY.

Gmund only buys pulp from forests that are certified as sustainably managed, where newtress are planted to replace the ones that arecut. They also have been using alternativeraw materials, such as cotton linters and hempfibers, for many years.

THE GMUNDPROMISE

100%FSC CERTIFIED

OR CONTROLLEDFIBERS

SUSTAINABLERAW MATERIALS

Over 70% FSC certified pulpless than 30%: controlled fibers5%: cotton, hemp, and other fibersthat are not derived from wood

GMUNDANDRE-CYCLING

Gmund has an in-house environmental programensuring that they maintain strict environmentalstandards accross the company. They monitor progressconstantly, which has enabled the reduction of the amount of waste that occurs in all areas of their business to a minimum.

FIBER + WATER + ENERGY = PAPER

The paper we use for printed communications is typically made up of wood fiber plus a variety of surface treatments, such as starch, latex, and clay, and dyes that determine color and brightness. Paper also carries a significant “ecological shadow” of energy consumption, bleaching chemicals, and water used in its production.

UNLESSSOMEONE LIKE YOU,CARES AWHOLE AWFUL LOT, NOTHING’S GOING TO GET BETTER. IT’S NOT.— DR. SEUSS, The Lorax

“

”


outcome

Using recycled paper, a book was created, introducing the reasons why consumerism has created such problems for our environmentand explores solutions that can change the way we live. Twenty five swatch cards are held with a minimalistic band, each has a differ-ent message, creating interaction while displaying the different papers .The poster includes elements found in the swatch cards and the book. The paper line triggers a shift in behavior and promotes an exchange of ideas as the materials can be shared.




OLD IS NEW AGAIN

03objecti ve

Update an existing tea line packaging’s look and feel without losing its key attributes.

overview

Twinings is famous for its cream and black packaging, and its long British heritage. But how can its look and feel change to compete against other similar tea lines, while being true to its history?

specimens

Six tea products:

· 3 different flavored loose leaf tins

· 3 different favlor tea bags

· 1 sampler tin

· 1 tea strainer

· 1 tea tray


inspiration

The long British heritage of Twinings was an inspiration to the redesign, but also some of the French luxury brands such as Mariages et Frères, and Fauchon.


outcome

Twinings’ emblem has been reincorporated on top on the tea tins, while the wordmark is used instead, when space is at a premium. A mix of black and white labels and tins with soft highlight colors differentiate the different flavors,and create amore premium, bold look and feel. The choice of a serif typeface for the type treatment, relates directly to the Twinings wordmarkand the more traditional aspect of the company. But the oversized,cropped type creates a more modern, edgy look. It also creates an interaction between the tins when they are placed next to eachother, as if an exchange was happening.


class name Identity 3

instructor Gordon Mortensen

04objective

Create an identity, poster and event ticket to promote the Oktoberfest 2011 event.

overview

The German beer festival known as Oktoberfest, is the original festival celebrating beer, German folklore and good cheer. Yet its identity does not reflect today’s Germany or the highlight of the festival: the drink-ing of local German beer and the gathering of people from all over the country, Europe and the world.

BEERCELEBRATION

specimensIdentity redesign including:

· 1 promotional poster

· 1 entrance ticket


inspiration

Early on, the focus for the new identity was made on the actual beer and beer mug, because Oktoberfest is a beer festival that has now become world renown, and is not only part of the German identity, but is an international event.


typeface

colors

futura condensed medium

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ * ( )

pantone warm red cc8 m17 v106 k0b226 g107 b38

black


OKTOBER

FEST2011münchen


outcome

The new Oktoberfest identity reflects Germany today, with its modern clean typographical treatment, yet its orange colors are reminiscent of autumn colors as well as the golden color of beer. The type treatment is contained in a shape representing the abstract form of a beer mug. While referring to Oktoberfest’s German identity, this logotype and symbol showcase the event as a decidedly modern event, representing today’s German Oktoberfest celebration.


class name Graphic Design 2


05objective

Create financial reports that inspire investors trust and optimism, in a difficult economy.

overview

The role of financial reports is to inform current and potential investors on the financial health of a particular company, but also announce any changes, updates, mergers, the company has recently undergone as well as future plans expansion or consolidation. It is a communica-tion and branding opportunity for a company to inspire its audience. The challenge is to communicate this information while keeping the reader interested in the content while communicating trust.

INSPIRING OPTIMISM

specimens

Creation of a new annual report and its cover.


inspiration

Colors blue and white, business travelers, clean, modern four star hotels, were all the inspiration behind the Park Plaza finan-cial reports. The existing identity was minimized and a simpler more straight forward title was created.


outcome

The Park Plaza Hotel financial report for 2010, focuses on creating visual interest using information graphics, along with relevant im-agery, bright colors combined with a white background. The layouts create a sort of dialogue with the reader but also within the different parts of the book, discussing all areas of interest to potential and existing investors.


class name

Typography 2

instructor

Renée D’Arcy

06objective

Create an identity for an invented green or eco-friendly event, along with event collateral.

CONSCIOUS URBANISM

overview

The Summit on Conscious Urbanism aims to be a point of meetingand exchange for people to work together to make urban areasmore environmentally aware and self-sustainable. Architects,scientists, writers, artists, consumers, builders,manufacturers,and inventors are all invited to take part, and key presenters discuss topics in an open forum setting.

specimensIdentity creation and event materials:

· 1 promotional poster

· 1 entrance ticket

· 1 CD and case

· 1 event brochure

· 1 signup form

· 1 book


typeface

colors

inai mathi

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ * ( )

gradient r230 g227 b156r155 g203 b103

30% black 70% black


SUMMIT ON CONSCIOUS URBANISM


inspiration

Urban architecture that brings nature into the city, with green roofs, parks etc. but also symbols of human activity, such as industry, transportation, were the starting point for this project.


outcome

The Summit on Conscious Urbanism, promotes better urbanliving, and a better balance between cities and green spacesand brings people of all backgrounds together, to make adifference in their communities. It is a place to learn, shareknowledge and leave with new hope for a better tomorrow. The collateral includes an event ticket, brochure, a book, a CD with sounds of nature, a poster and signup form.



instructorThomas McNulty

07objective

Create a line of 20 grocery store items and rebrand them to make them standout from the competition.

overview

What if multinationals focused on local economies, got involved at a local level and connected with people. This is what this line of products proposes. Casino is a large global chain, and so byoffering its customers a line of products that answers local tastes and customs.

HOMEGROWN

specimensA variety of grocery store items focusing on the local French market.


inspiration

A mix of earthy, and modern, the Homegrown product line is a representation of Casino’s past and future combined, and builds links with its customers by showcasing locally produced items. The hand drawn sketches against a clean white backgrounds, make the packaging not only unique but also look raw, putting the emphasis on the product itself.


company overviewCasino, is part of the Casino Group, one of the world’s leading food

retailers. Leveraging its close ties with customers, the Group has

based its development on the ability to anticipate and support

new consumer trends. Its multi-format strategy, private-label

product ranges, and long-term commitment to corporate responsi-

bility have made the Group a unique, player in the retail sector.


They offer quality items at an affordable price. They also educate their consumer on how to be more eco-conscious.

Tesco is a global retailer with stores in 14 countries. Its aim is to offer outstanding customer service and treat people the way they would like to be treated. They offer good value for the money.

They offer great food, which is also sustainably and ethi-cally sourced. Part of their values are making a difference in their communities and a great place to work. Premium food items.

There are 1,702 Safeway stores across the US and Canada. Their slogan is “Ingredients for life”. They offer private label and brand name products.

Carrefour operates four main grocery store formats: hypermarkets, supermarkets, cash&carry and convenience stores, and has over 9,500 stores.

competitorsAn quick glance at the look and feel of the competition, showing

their identity, quick overview and product lines.


LEGUMESde printempsvegetables

LEGUMESspringvegetables

L’eau de source de “Casino Homemade”, provient de la source du Barbier, en Corse et est puisé dans la montagne, à plus de 1000 mètres d'altitude, dans une zone non polluée. L'eau est captée puis amenée directement dans la bouteille, sans aucun traitement, lui conférant un goût unique.

CASINO

HO

M E G R O

WN100%. .CA

SINOHO

M E G R O

WN100%. .

INGREDIENTSCAROTTES | 50g

PETITS POIDS | 40gEAU | 15g

SODIUM | 12gNITRATES | 0gSULFATES | 6g

CHLORURES | 2g

A consomer depreférence avant

la date indiqué sur le couvercle.

A conserver à l’abri de la lumière dans

un endroit propre, sec et sans odeur.

poids net 150g

CASINO

HO

M E G R O

WN100%. .CA

SINO

HO

M E G R O

WN100%. .

CASINO

HO

M E G R O

WN100%. .CA

SINO

HO

M E G R O

WN100%. .

Notre boulangerie “Casino Homegrown”met un point d'honneur à l'élaboration du pain de manière traditionnelle. Elle vous propose un pain frais et croustillant, ainsi que des pains spéciaux : pain de campagne, pain complet, pain de mie, pain aux céréales, baguette...

PAINde miesandwichbread

CASINO

H

O M E G O

WN100%. .

CASINO

H

OMEGO

WN 100% .. CASINO

H

OMEGO

WN 100% ..

CASINO

H

O M E G O

WN100%. .CA

SINO

H

O M E G O

WN100%. .

CASINO

H

O M E G O

WN100%. .

LEGUMESde printempsvegetables

LEGUMESspringvegetables

L’eau de source de “Casino Homemade”, provient de la source du Barbier, en Corse et est puisé dans la montagne, à plus de 1000 mètres d'altitude, dans une zone non polluée. L'eau est captée puis amenée directement dans la bouteille, sans aucun traitement, lui conférant un goût unique.

CASINO

HO

M E G R O

WN100%. .CA

SINO

HO

M E G R O

WN100%. .

INGREDIENTSCAROTTES | 50g

PETITS POIDS | 40gEAU | 15g

SODIUM | 12gNITRATES | 0gSULFATES | 6g

CHLORURES | 2g

A consomer depreférence avant

la date indiqué sur le couvercle.

A conserver à l’abri de la lumière dans

un endroit propre, sec et sans odeur.

poids net 150g

CASINO

HO

M E G R O

WN100%. .CA

SINO

HO

M E G R O

WN100%. .

CASINO

HO

M E G R O

WN100%. .CA

SINO

HO

M E G R O

WN100%. .

die-lineAn example of a dieline shows how the front, side and back panels

interact together, also showing the the contrast between the front

and the back.


outcome

A line of products showing a wide range of items, presented in white packaging with black tops. The main focus of the packaging on the front panels, are the hand drawn products, in their raw form with the Casino “Homegrown” sub-brand, which was made into a stamp. The back panels carry the die cut windows, which relate to the shape of the product. The ingredients and other neces-sary information is presented in a clear typographic style, on the back panel. This system presents Casino as a modern, and forward thinking company.


class name

Identity 2


08objective

Redesign the San Francisco Yellow Cab company brand so it becomes a symbol of the city.

overview

Create an identity, unique to the San Francisco Yellow Cab, whilecreating a link with the company and the city itself. Using both the history of the city and the company, find a symbol intrinsicallylinked to both but adapting it in a way that is creative yet still easily recognizable by both locals and tourists alike.

BRIDGING THE GAP

specimensA brand redesign, mobile application, business stationery and brand

style guide.


typefaces

colors

trade gothic condensed #18

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ̂ * ( )

yellow cab yellow coated: co m20 y100 k0uncoated: u m12 y100 k0r255 g204 b000hex# ffc00

30% black

trade gothic bold condensed #20

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ̂ * ( )

YELLOW CABSAN FRANCISCO

X X

XX

.5X

.3X


inspiration

The Golden Gate Bridge, a symbol known around the world for for a symbol of the city of San Francisco, but shown from a different perspective, was taken as symbol for the new identity. Combined with two variations of Trade Gothic, it grounds the symbol firmly rather than let it float.



it is not the destination that matters but the journey.“welcome to our website. we are a cooperative of taxi drivers in san francisco.what makes us different? we own our taxis and offer our clients the best servicepossible, as we own and manage our own taxis, as well as shares in the company. our drivers also must have a minimum of seven years of working as a taxi driverin san francisco, which gives a unique level of expertise. so come and experience the real san francisco, with our new fleet of vehicles.

make a reservation

about us

contact us

location

1-800-896-taxi”


outcome

Taking the Golden Gate Bridge, the quintessential San Francisco landmark, inspiring both fascination and affection, as the starting point for the creation of an identity. The challenge was to create aunique viewpoint of the landmark that would be both unique yeteasily recognizable by both locals and tourists. The style guide createsthe look and feel of the brand, with an updated, edgy feel. The San Francisco Yellow Cab has a style of its own, referring both to the company’s past and present role in the city: linking people together. By using the Golden Gate Bridge as the main symbol, the bridge, which also acts as a link between people, also shares its attributes of strength and beauty with the company.


class name Packaging 4


09objective

Create a line of products geared towards the discriminating leisure fisherman, who considers fishing more than a sport but an art.

overview

Fin-Nor has been known for creating quality deep-sea fishing equipment (and more), and for breaking records with the size of fishes, its fishing poles, and reels have been catching around the world. Translate the company’s values and history into its identity and packaging design.

LEGENDARY FISHING

specimens

5 fishing items packaging and a brochure including:

· Fly-fishing reel

· Fishing pole

· Fishing line

· Fishing bait

· Tackle box


typeface

colors

copperplate

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ * ( )

red c15 m100 y90 k10

pantone 1205 pantone 209

pantone 871c black


inspiration

Material reference was key in this project, as the rich mahogany tones are referred to in the choice of wood grain, the polished brass ele-ments found on luxury sail boats for example, are shown with the choice of colors on the backpanels but also in the logo treatment. The marlin fish, being key to the Fin-Nor brand, it was rede-signed to communicate energy and strength.


The Fin-Nor differenceLEGENDARY Fin-Nor has taken the quality of material and the focus on detail to the

very next level, bringing you all of the pleasure of fishing, without the hassle. Our fly fishing reels are lightweight,

smooth, and dependable. Everything you would expect from Fin-Nor.

w w w. finnorfishing .com

F I S H L I K E Y O U M E A N I T .

SINCE 1933 •• SINCE 1933

L E G E N D A R YL E G E N D A R Y

SINCE 1933 •• SINCE 1933

L E G E N D A R YL E G E N D A R Y

Fly Fishing ReelF I N 1 2 3 C L

W e i g h t 3 . 5 o z - C a p a c i t y 1 2 0 y d . / 1 2 l b

die-lineA line geared towards the male fishing audience that reflects the

legendary Fin-Nor quality and brand, with rich mahagony colors

and a logo that expresses energy, and strength.


outcome

Packaging for a line of products including fishing line, a fly-fishing reel, a bait box, a lure and a fishing pole. The set includes a brochure, listing out all of the product line items. The packaging itself has beenmade unique, as each of them includes a curve following the product’s form. Most of the packaging carries a wood grain and the logo, which has been redesigned, carries a mix of red, which matches the mahogany wood grain, and brass tones combined with a white background. The back panel, in contrast is lighter, and has an old world map as a background, to underline the international competition Fin-Nor often participates in around the world. Strategically positioned die-cut windows have also been created, to give the customer a glimpse of the product.


class name Graphic design 3

instructor Jenny Ji

10objective

Create a website and applications relating to a non-profit movement.

overview

Create a website promoting the slow food movement, which was created in Italy in the 1980’s in response to fast food restaurants opening up all over Europe. Its values are cooking good wholesome meals and taking its time eating them. Going back to its roots, themultiple French and Italian meals were taken as an inspiration to the creation of a website and the look and feel of the website was then applied to actual application.

SLOW FOOD

specimens

Webdesign and identity redesign:

· Cooking tools and recipe card

· Website promoting slow food

· Fresh herb planting kit

· Mobile application


inspiration

The emblem of the snail is in reference to taking your time when eating and enjoying your meal. It is also a link to nature and the wholesome ingredients slow food meals are based on.


slow food on the go

The slow food iphone application, helps users locate slow food grocery stores, restaurants and find recipe ideas on the go.


cooking utensilsA set of salad tongs or other cooking utensils, with Slow Food reci-

pes, would help people eat healthier meals and explore different

items they may not be used to eating.


outcome

A website was created, which represents a table set with several typesof silverware and shows multiple courses available. It is reminiscentof the 6 course meals found in France and Italy and where people will take 2 to 3 hours to eat. The different silverware types represent different links. Applications were also created to promote this movementsuch as the recipe card attached to cooking utensils, or the iPhone application, which shows its users where slow food restaurants and stores are located in their area. Another application is a fresh herb kit, to encourage people to grow their own food, so they can enjoy good, flavorful meals.




11objective Choose a pharmaceutical company and create a novel product line.

overview

Childhood shouldn’t stop because of juvenile diabetes. Type 1 diabetes takes a heavy toll on children’s lives because of the routinerelated to it, and because it is a life threatening condition, it isimportant children stay motivated to test their blood glucose levels, and learn to care for their health. The creation of this line was made possible because of an exchange that occurred, after interviewing a pediatrics nurse, a type 1 diabetic patient, and after extensive research through online blogs and medical reviews.

CHILDHOOD IS CALLING

specimens

A pharmaceutical packaging line:

· Glucose tester

· How to brochure

· Insuline dispenser

· Feet lotion

· Vitamins

· Stickers

· Lancets

· Socks


inspiration

Childlike drawings and colorful typefaces to give a friendly face to this pharmaceutical line. Children are the main inspiration here, so although it is aimed to children with type 1 diabetes, the line keeps in mind the fact they are not just patients.


60 lancetsFOR KIDS

glucose testerFOR KIDS

diabetes kitFOR KIDS

glucose packs

FOR KIDS

insulin dispenserFOR KIDS

feet creamFOR KIDS

80 vitaminsFOR KIDS

feet socksFOR KIDS

80 test stripsFOR KIDS

60 lancetsFOR KIDS



glucose packs

FOR KIDS


80 vitaminsFOR KIDS


feet socksFOR KIDS


60 lancetsFOR KIDS



glucose packs

FOR KIDS


feet creamFOR KIDS

80 vitaminsFOR KIDS

feet socksFOR KIDS


60 lancetsFOR KIDS



glucose packs

FOR KIDS


feet creamFOR KIDS

80 vitaminsFOR KIDS

feet socksFOR KIDS


60 lancetsFOR KIDS



glucose packs

FOR KIDS


80 vitaminsFOR KIDS


feet socksFOR KIDS

80 test stripsFOR KIDS60 lancets

FOR KIDS



glucose packs

FOR KIDS


80 vitaminsFOR KIDS


feet socksFOR KIDS


custom type studies

A series of different logotype were created, with a childlike quality, to create a more friendly sub-brand. The two studies shown below led to the final logo type.


custom typefaceUsing a combination of different handrawn typefaces, a

unique logotype was created to fit with the rest of the line

and sub-brand.


detail

Each critter represents a product and relates directly

to it because of its look or use, such as Jake the snake,

represents the insuline dispenser.

Buff-stuff is an energy glucose gel to use when your glucose levelsdrop and need a little boost.

Fuzzy is always cold and reminds you to keep your feet warm and protected by wearing your soft and cozy socks.

Jake is a friendly snake who helps you dispense your insuline when you need it.

Rainbow loves fruits and vegetables and carries all the nutrients you need to stay healthy.


Al has dry scaly skin, and is there to remind you to moisturize your feet.

Benny has a pointy beak just like your lancet tips, and is there topoke your fingertip when you needto check your blood glucose levels.

Missy is a tiny glucose tester that fits in your pocket so you can be sure to test your blood glucose levels wherever you are.

Sweets is a gentle hummingbird, as gentle these test strips when testing your blood glucose levels.


for juvenile diabetes relief 120 TEST STRIPS“Sweets” is a gentle hummingbird, as gentle as these test strips when testing your blood glucose

SUGGESTED USEFor use with the Zanimo blood glucose tester. No coding necessary. Once a drop of blood is gathered, place the test strip in proximity of it, and the test strip will suck it in. Place the strip into the Zanimo blood glucose tester and wait for the results.

CONTENTS120 no coding needed, blood glucose test strips. Only use them with the Zanimo blood glucose tester, for children, by Pfizer Pharmaceuticals

for juvenile diabetes relief 90 VITAMINS“Rainbow” loves fruits and vegetables and carries all the nutrients you need to stay healthy

SUGGESTED USETake 1 tablet daily with or between meals or as recommended by your physician.

Zanimo vitamins is a daily multivitamin that provides complete nutrition for children, including bone growth supporting calcium and vitamin D.

TAB

LET SIZE

OTHER INGREDIENTSMicrocrystalline Cellulose. Strearic Acid, Vegetable Cellulose, Magnesium Strearate, Silica Coating, Vegetable Food Glaze.

for juvenile diabetes relief 80 LANCETS“Benny” has a pointy beak just like lancet tips and is there to poke your finger tip when you need to check your glucose

SUGGESTED USERemove lancet from packag-ing, then twist the tip off, insert in lancing device, and use as directed by your physician or in accordance with your lancing device’s manufacturer.

Zanimo lancets are ultra thin and were specifically designed with children in mind, for safety and ease of use.

CONTENTS80 Ultra Fine tri-bevel tip lancets, enclosed in sealed protective bag,

Lot#F0146

Exp. Date 06/2013

Lot#L0236

Exp. Date 10/2012

1201

Check with your physician for appropriate use. Dispose of your used test strips according to your state’s regulations.STR

IP SIZE

Check with your physician for appropriate use. Dispose of your used test strips according to your state’s regulations.

LAN

CE

T SIZE

People with medical concerns should check with their physicians before using this or dietary supplement.

235 East 42nd St.NY, NY 10017



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outcome

A fun family of critters for Pfizer, that relates to each of the productsin the line. The inside of the packaging is more fun and friendly andcomes with stickers and a how to guide, so children take control of their condition and learn how to take care for their symptoms. This line of products brings childhood back into the lives of young type 1 diabetic patients. Zanimo creates a positive exchange between the parents, the patient, the doctors and the medical routine necessary to controlling type 1 diabetes symptoms.


12objective

Working closely with the Clif Bar management team, create a new identity for the company’s Family Foundation.

class name Identity 2


group Genevieve Smith

Gina Rodriguez

Bovornrat Kasemkamolkij

outcome

A unique identity that creates a voice for the Clif Bar Family Foundation was developed, which regroups the company’s core values, such as supporting grass root organizations worldwide and helping them become successful. A set of business statio-nery items were created, as well as a homepage update. The identity was then placed on applications.

GLOBALVILLAGE

specimens

An identity redesign with a new

business stationery set and website.


typeface

colors

eagle

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ * ( )

pantone burnt orangeC0 M79 Y100 K11hex # D9531E

black

FAMILY FOUNDATION

70% black


FAMILY FOUNDATION


inspiration

The letter C, which stands for Clif Bar was an inspiration to the new identity, along with the elements of nature such as leafs, wood, trees, and togetherness represented in the shape, which contains the different elements.

A B C

D E F

G H I

A B C

D E F

G H I

A B C

D E F

G H I

A B C

D E F

G H I

A B C

D E F

G H I

A B C

D E F

G H I


FAMILY FOUNDATION about us | seeking a grant | seed matters | our team

all rights reserved 2010 clif bar family foundation | a parent company of the clif bar | contact | about

our history organizations we support news

our missionthe clif bar family foundation supports innovative movements, associations, people and groups, working to strengthen our communities, and safeguard our environment and nature. we believe that by caring for each other we offer future generations a chance to enjoy a better quality of life. giving back is key to clif bar and through our family foundation, we are better able to help, by donating, time, money and expertise to small grassroot organizations.


overview

The Clif Bar Family Foundation’s main goal is to bring much needed relief to non-profit organizations locally but also on a global level, by trying to make a difference in their communities.Their involvement not only includes sharing resources, helping raise awareness, and donating their time onsite when needed. Just like neighbors who look out for each other in a village, the Clif Bar Family Foundation is a beacon of hope in these challeng-ing times. Supporting causes they believe in, not because it looks good on paper, but because it is the right thing to do.


platform

Mac | Adobe Creative Suite 5

typefaces

FS Lola, regular, medium and bold

paper

Gmund | Blanc Beige | 120 g/m2

cover

Hardcover linen fabric confederate

outside and smoke linen inside

end-sheets

Canson Mi-Teintes

photography

Genevieve Smith | iStock Photo

lighting

Lowell ego

printer

Copy Top Trocadero

+33 (0)1.56.26.53.26

press

HP Indigo 5500 & 7000

bindery

Kristin Dunn Bookbinding


THANK YOUMERCIGRACIASGRAZIE


This portfolio would not have been possible without the love and support my family has given me throughout my studies,along with my classmates, the design teams at Landor, Interbrand and CB’a Paris, for sharing your experiences and feedback with me.

I thank the whole of the Academy of Art University, Graphic Design department, in particular, Scott Rankin for showing me the possibilities of design in his graphic design 1 class.Amy Broadbent for her encouragements and showing me how attention to detail is key, in her Materials and Comping Techniques class, David Hake, Renée D’Arcy and Ariel Grey for instilling in me a love of typography,Thomas McNulty who has had a tremendous impact on my development asa designer, through his mentoring in packaging design, identity and graphic design classes. And lastely but not least, I would like to thank Mary Scott, Anitra Nottingham and my portfolio instructor, Jeremy Stout, for pushing their students for excellence, and maintaining the high level of the program.

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