Andrew Deming Portfolio by Andrew Deming

CONTENTS 6

chapter 1:

International Programs

16 chapter 2:

Designs On

22 chapter 3:

Flagler College Art + Design

28 chapter 4:

Notes On Graphic Design and Visual Communications

38 chapter 5:

Metal Sculpture

40 chapter 6:

Food Lion Private Label Pasta

44 chapter 7:

Swiss Drug Policy Editorial

48 chapter 8:

Etsy Ad Campaign

52 chapter 9:

Flagler Portfolio Show Poster

56 chapter 10:

Photographic Lightbox

58 chapter 11:

Extant Magazine

64 chapter 12:

Futurist Typographic Study

70 chapter 13:

J.D. Salinger Book Covers

76 chapter 14:

Behr Paint Advertisement

78 chapter 15:

JazzKantine

82 chapter 16:

Anthropologie

90 chapter 17:

Gaufres & Goods

“If you look after truth & goodness, beauty will look after herself.”

The Graphic Design Portfolio of ANDREW DEMING

INTERNATIONAL PROGRAMS

Overview

Challenge

Solution

International Programs is a new Chicago based travel company specializing in student trips abroad. Program lengths range from trips as short as 4 days, to semester long placements in a variety of different educational settings. IP offers students the option of choosing from a broad selection of pre-determined travel itineraries or creating a completely customized trip, benefitting from IP’s numerous international affiliates and subsequent discounted lodging/food/travel.

In an oversaturated market of student travel groups offering cheap trips to spring breakers, IP fills a niche’ as it appeals to the more discriminating traveler. The challenge was to create a look and feel for IP that extends beyond the identity and shows through its variety of printed materials.

The Not For Tourists style approach “For you, not them” succinctly sums up the inspiration and idea behind the creative development of International Program’s identity and print collateral. The City Guide books were designed to be effective and functional, with maps and local tips, while standing apart from the appearance of standard guidebooks in their simplicity and elegance. The City Guide books were designed to be a valuable travel companion. Travel itineraries and other printed pieces were designed to be bright yet assured in appearance. The effect is a look that is both elegantly modern and differentiating without appearing exclusive.

IDENTITY + COLLATERAL

INTERNATIONAL PROGRAMS CITY TRAVEL GUIDE BOOKS

INTERNATIONAL PROGRAMS Identity Design

The International Programs Identity, like the City Guides, was designed to represent the new, modern company in a timeless fashion.

INTERNATIONAL PROGRAMS Map Design

The City Guide maps were designed to be both functional and attractive, breaking down the city into easy-tounderstand divisions.

INTERNATIONAL PROGRAMS CITY GUIDE BOOKS

INTERNATIONAL PROGRAMS London Travel Itinerary

DESIGNS ON

Overview

Challenge

Solution

Designs On is the realization of a personal concept to create a single website that categorizes design, art, dance and various other cultural events by location. For instance, a designer can search for AIGA events on the AIGA website in advance of visiting a given city, yet no site exists where there is a comprehensive listing of design related events. Thatâ&#x20AC;&#x2122;s where Designs On comes in. Create a login. Search by city. Listings are user-submitted, moderated. and ranked according to popularity. Designs On is truly the first site of its kind.

The name Designs On is a clever turn of an antiquated phrase. However, grasping that underlying concept needed to not be crucial in understanding the purpose of the site and its navigation at first glance. Rather, it only serves to strengthen the underlying idea, as it connotes romantic interest, much the same as an individual may feel towards a city he or she visits repeatedly.

The final website design is, even more so than the original vision, refreshingly clean and simple. Only the necessary is visible. It is designed to be aesthetically pleasing without being overly styled in such a way that could overpower the content. On each cityâ&#x20AC;&#x2122;s page, the main portion is devoted to a rotating banner highlighting the top events. The banners are all designed according to a defined structure as to not interfere with the overall look.

WEBSITE CONCEPT + DESIGN

DESIGNSON design

fine art

dance

music

t h e at r e

FIND LOCAL DESIGN / ART / CULTURE EVENTS Search

Recent

Favorites

Account

start using designs on

top nearby postings

Lloyd Wright 1 Frank solomon r guggenheim museum

Designing Obama

Leibovitz 2 Anne moma

Radiohead

Hugo 3 Mario the new museum

Georgia Oâ&#x20AC;&#x2122;Keefe

4 bryant park

Alexander Calder

Phillipe Starck

35th Annual International Film Festival

& 20 5 Constructivism ny public library

more activity... about

features

blog

how to

privacy

terms

Century Modern

pacific center of the arts

de Young Museum

la metrodome legion of honor museum la moma

design center

more activity... ÂŠ 2009 designs on

DESIGNS ON iPhone App

The iPhone application was designed to bring the functionality and simplicity of the Designs On website to the iPhone. It is stripped down and simplified even further, offering only the primary functions of the site for optimum performance.

FLAGLER COLLEGE ART + DESIGN

Overview

Challenge

Solution

In 2007 the Flagler College Art Department began the process of creating an individual identity for itself. Flagler is in the unique position of being a young college rooted in a historically rich campus in the nationâ&#x20AC;&#x2122;s oldest city.

To create an identity that represents Flagler College Art + Design as a modern art school branding it with a lasting mark.

The FCAD logo was created by eliminating all but the necessary parts of the letterform. The design of the identity allows for a variety of environmental as well as print applications where any number of images, illustrations, etc. can be knocked out of the design.

IDENTITY + COLLATERAL + WEBSITE

The Flagler College Art + Design website was designed to inspire repeat visiting. Instead of confining student work to a small area hidden a few pages within the website, the work rotates as the entire background of the site.

FLAGLER COLLEGE ART + DESIGN FALL CATALOGUE

FLAGLER COLLEGE ART + DESIGN Fall 2009 Catalogue

The catalogue is new for FCAD and is geared towards students, faculty, and prospective students.

NOTES ON GRAPHIC DESIGN + VISUAL COMMUNICATION

Overview

Challenge

Solution

Notes on Graphic Design and Visual Communication by Greg Berryman was originally written in 1972 and was last republished in 1990. Although out-ofdate, as 20 years is an eternity in the field of graphic design, it is an important, well-written overview of the broad scope of visual communications. It pairs down in concise language, concepts as broad as Berryman’s idea of a designer’s role in society as well as conveying important and practical information about everyday designing.

The challenge was not only to bring Notes on Graphic Design and Visual Communication into the 21st century in terms of appearance, but to also rethink the entire concept behind its layout and dated illustrations. It required a complete redesign, from cover to cover and careful consideration of content.

The final product is an elegantly redesigned book that is both practical and beautiful. At home both in one’s messenger bag as a useful reference, or on the coffee table. Utmost care was given to retaining the integrity of the original writing and content while revamping the entire look to make the book relevant to today’s designer.

BOOK DESIGN + ILLUSTRATION

NOTES ON GRAPHIC DESIGN + VISUAL COMMUNICATION BOOK DESIGN + ILLUSTRATION

5 9

METAL SCULPTURE

Overview

Solution

Every medium has itâ&#x20AC;&#x2122;s unique draw and itâ&#x20AC;&#x2122;s limitations. This sculpture is an experimental exploration of the limits of working with metals. Steel rods were forged and hammered into stick like forms and welded together to form an arrangement that at first glance fools the eye.

The original concept was sketched out (right). While the end product maintained the integrity of the original idea, the goal was to not only manipulate the steel to resemble another form, but to respond to the unique characteristics of the medium. Thus the final piece is the result of a process, not just simple concept - execution.

METAL SCULPTURE

FOOD LION PRIVATE PASTA LABEL

Overview

Challenge

Solution

Food Lion is an American grocery chain with stores throughout the Southeast. Over the past two years, Food Lion has refreshed and updated nearly all of its 1,300 locations in an attempt to remain competitive and fresh. With low profit margins, most grocery stores rely on private labels for a significant portion of income. Having recently updated the store experience, it is only fitting that Food Lion would turn to redesigning its private label offerings next.

Since Food Lion has a more upscale sister store called “Bloom,” the design of the pasta packaging needed to be refined enough to compete with Publix and Winn-Dixie’s recently redesigned private label products without encroaching on Bloom’s target customer.

Since most consumers have little knowledge of Food Lion’s private label (unlike, say those who frequent Target) the focus was on creating a package design that would emphasize quality, have strong shelf impact and promote brand loyalty. With simple, refined type and elegant, semi-transparent product photographs, the new design is minimalist in its look without appearing overly generic.

PRODUCT PACKAGING

FOOD LION PRIVATE PASTA LABEL PASTA PACKAGING

SWISS DRUG POLICY EDITORIAL

Overview

Challenge

Solution

Since the 1990’s Switzerland has been carrying out various “experiments” in attempt to fight against drugs. The most famous example was Zurich’s “Needle Park” where addicts could openly purchase drugs and inject heroin without police intervention. It was considered a failed experiment for the most part, but is succeeded today by consumption rooms that are intended to provide a “clean and safe” environment for addicts to inject heroin under medical supervision. This program seems to be working, helping to lower the number of addicts- a number that was previously on the rise. It is a fascinating example to learn from.

Present to readers information that is highly controversial in a way that is conceptually strong without being off-putting. Clean yet not sterile. Eye catching not alarming.

The final solution is a basic grid for the two spreads that contains the body copy and key elements of the page in a tight layout. The viewer is drawn in through a conceptual type and illustration header containing “pills” that form a Swiss flag. The detailed map work was designed to be detailed and accurate while maintaining the visual simplicity of the previous spread.

EDITORIAL

SWISS DRUG POLICY EDITORIAL MAGAZINE SPREADS

8 9

ETSY AD CAMPAIGN

Overview

Challenge

Solution

FastCompany calls Etsy the “Sizzling online bazaar for handmade goods.” Created in 2005 by three New York University students, Etsy now counts 1.8 million members in 150 countries, and over 2 million listings. It is “Your Place to Buy and Sell all Things Handmade.” Etsy has recently become as much a community as it is an e-commerce site- it is a transformative site and an opportunity for designers/crafters/artisans at all different stages, from all over the map, to sell their unique offerings.

As Etsy is still a relatively new company, the challenge was to present an image of Etsy to current users as well as those who had never heard of it, that is at once approachable yet distinguishably “quirky” in that Etsy way.

Since there is no way to effectively display the categories of all of the millions of items for sale on Etsy, these ads were designed to be an introduction to the personality behind Etsy. A seller whose work happens to be “definitively Etsy” was chosen to be, in essence, the face of the Etsy movement. It turns out after these advertisements were created, the seller’s work was picked up by Urban Outfitters. This is a perfect example of the opportunity Etsy provides anyone who has something to sell... to make a real go of it. Within these ads, Etsy is billed as “An arts and crafts fair for a new generation.” A succinct summation of a vibrant new marketplace.

ADVERTISEMENTS

ETSY AD CAMPAIGN SINGLE PAGE ADS

FLAGLER PORTFOLIO SHOW POSTER

Challenge

Solution

Create a poster for the Fall 2009 Flagler Graphic Design Portfolio Show. All 15 of the graduating senior’s personal identities had to be incorporated into the design.

In order to create a poster design that was unified, all of the various identities were given an individual “card” indicating the student’s actual name as well as identity name. This approach was taken in order to give a the same amount of focus to each identity.

POSTER DESIGN

FLAGLER PORFOLIO Show Postcards & Poster

The postcard invites were designed alongside the show poster with the original background design displayed at full opacity.

PHOTOGRAPHIC LIGHTBOX

Overview

Solution

This photographic scene was conceptually created to appear as an insight into one’s personal life. This idea is carried through all the way to the display of the photograph. As a lightbox it is an “illumination” both practically and conceptually.

The photograph was shot with warm tungsten light, printed on translucent paper and fit inside a custom built wood frame box with back lighting.

EXTANT MAGAZINE

Overview

Challenge

Solution

Extant is an arts, music, and culture magazine meant to not only highlight the artistic, but to be a work of beauty itself. Extant speaks to current events and cultural trends in an intelligent, objective manner.

Create a masthead, cover design and visual identity for Extant that can serve as a framework for well designed issues to follow.

The masthead was designed in a modified, modernized sans-serif that is black to match the cover “frame.” The modifed typeface allows for easy recognition while remaining understated in order that the cover illustration remain the main focus. Type choices and composition all reinforce the the refinement and subtlety that is consistent throughout the magazine’s design.

EDITORIAL + BRANDING

EXTANT MAGAZINE COVER DESIGN + INSIDE SPREAD

EXTANT MAGAZINE MASTHEAD/IDENTITY + TABLE OF CONTENTS

FUTURIST TYPOGRAPHIC STUDY

Challenge

Solution

Create a three-dimensional typographic cube that is a unified and visually dynamic representation of the text. The chosen text is “The Art of Noises,” a letter from Luigi Russolo to Francesco Balilla Pratella the Futurist composer.

The entire design of the cube, from the layout to the materials was influenced by Futurism. The exquisitely written Futurist Manifesto is at once beautiful and terrifying, as it calls for the destruction of “Museums, libraries, academies of every kind.” The movement glorified the “modern” and revolted against the “classic.” In turn, the cube was constructed from purely modern materials, plexi-glass and steel.

TYPOGRAPHIC STUDY

FUTURIST TYPOGRAPHIC CUBE TYPE DETAIL

F.T. MARINETTI “THE FOUNDING AND MANIFESTO OF FUTURISM” 1909

We intend to sing the love of danger, the habit of energy and fearlessness. Courage, audacity, and revolt will be the essential elements of our poetry.

FUTURIST TYPOGRAPHIC CUBE TYPE DETAIL

J.D. SALINGER BOOK COVERS

Overview

Challenge

Solution

Arguably one of the most influential writers of our time, J.D. Salinger’s nearly life long self-imposed isolation is a curious thing. While trying to understand the writer of The Catcher in the Rye may prove impossible, one can at least draw a few conclusions about his design taste, or distaste, rather, as he vocally derided the illustrated covers of the early versions of the work. While The Catcher in the Rye has undergone numerous redesigns, his other lesser known works have not received nearly as much attention from designers. A few notable redesigns have been made over the years, but none that do justice to the quality of his writing.

To redesign covers for Salinger’s Nine Stories, Franny and Zooey and Raise High the Roof Beam, Carpenter. The goal with these covers was to create designs that Salinger himself would approve of and that would stand the test of time, appearing fresh, yet classic.

Since nothing can be added to Salinger’s work to improve it and literal illustrations would only cheapen the experience instead of enhancing it, a more abstract approach was taken. Wanting to avoid returning to type only solutions like that of earlier versions, the final solution combines classic typography with simple and abstract one color monoprints. The monoprints were created through an experimental process of applying ink to plexi, spraying the ink off with water and running through the press while still wet. The result is a solution that steers clear of design trends in search of a more timeless appearance.

PRODUCT PACKAGING

J.D. SALINGER BOOK COVERS SPINE DETAIL

BEHR PAINT AD

Overview

Challenge

Solution

Behr has teamed up with Habitat for Humanity to do it’s part for the residents of New Orleans by donating a portion of paint sales to assist with the construction of new homes for those in need.

To create single advertisement that is straight to the point and has strong emotional appeal, inviting the viewer in to learn more about the partnership between Behr and Habitat for Humanity and how purchasing Behr makes a difference.

The idea was to use imagery that is subtle yet powerful. The state of Louisana is represented within a distressed wall of a home facade. The visuals are downplayed in order that the primary focus be on the headline. “Behr in Mind the Less Fortunate.” By appealing to one’s emotions, the advertisement helps to paint a picture of Behr as a company with heart.

JAZZKANTINE IDENTITY

Overview

Challenge

Solution

Jazzkantine is a warm and beautifully modern jazz bar/lounge/coffee shop in Lucerne, Switzerland. It is affiliated with a local jazz school and has a full schedule of jazz concerts featuring a wide range of local and international performers.

To create an identity and collateral that is fitting for a unique venue centered around an American music form in the historically rich designer’s paradise that is Switzerland.

Based on the quintessentially “Swiss” typeface Univers, the identity speaks to the country’s design heritage without overstating the “Swissness” of the venue. As the identity evolved, it was implemented in multiple variations. These variations were created with visualizations derived from the patterns in the internationally renowned jazz musician Dave Brubeck’s hit song “Take Five.” The identity, like the venue, is a fusion of “Swiss” and “American.”

IDENTITY + COLLATERAL

JAZZKANTINE IDENTITY

16 15 IN COLLABORATION WITH DANIELLE BREWER

ANTHROPOLOGIE

The Company

The Work

Anthropologie is a cult U.S. fashion store selling women’s clothing and home goods. The design of each store is unique, inside and out and the store displays are managed far differently than that of most large retailers. Typically, Anthropologie’s corporate office dictates a direction in the form of an inspiration book and artists/designers within each individual store create sketches and plans for their own interpretation of the season’s concepts. This allows for continuity while making each store exciting and different.

The work seen here is the result of a semester long internship wi th Anthropologie. The internship provided a great insight into the company and a significant amount of freedom in the role of assisting the planning, preparation and implementation of the design concepts.

INTERNSHIP

ANTHROPOLOGIE In Store Display

(left)

In the display OSB was cut and painted to create the clocks. They were completed with handmade clock hands.

(right) Thousands of post-its cover the wall giving it what appears from a distance like a texture.

ANTHROPOLOGIE In Store Display

The display was created from an old palette and modified to hold merchandise, draped with moss and faux greenery including baloons and pieces of outdoor hose to tie in with a living wall installation.

ANTHROPOLOGIE STORE DISPLAYS

2 17

GAUFRES & GOODS

Overview

Challenge

Solution

Located on beautiful Aviles Street in downtown St. Augustine, Gaufres & Goods has been serving European entrees, desserts, and coffees for years. It is a favorite of locals and tourists alike. Owned by a delightful Polish couple, Gaufres has a warm and inviting feel. The story of the owners influences not only the feel of their restaurant but also the food selection. Having lived and worked as a chef in many locations across Europe, Darius is able to masterfully dish out a variety of European cuisines.

Gaufres began with a disorganized array of different â&#x20AC;&#x153;logosâ&#x20AC;? and although a few of them worked with the homey feel of their restaurant interior, they did not work for the new direction the restaurant was looking to take. Feeling the pinch of recession, the owners needed to raise prices and decided it was time to present a more mature and refined look where their image matched the quality of the food offered.

Keeping in mind the variety of food served, the identity was created to be more generically European rather than just having a Polish or Greek derived aesthetic. The design of the to-go cups lends Gaufres & Goods the legitimacy and refinement that it previously lacked in its design, while incorporating through textile patterns, the warmth one feels when dining in.

IDENTITY + COLLATERAL

GAUFRES + GOODS Table Setting

1995 1995

G AU F R E S & G OO DS G AU F R E S & G OO DS authentic polish

GAUFRES & GOODS

Logo Design

The logo was designed to give the restaurant a distinctive feel while keeping with the classic beauty of the location, the narrow cobblestone streets and old world charm.

GG GG

S I NC E

GG GG

S I NC E

a u t hdeenlti igch tp so l i s h delights

GAUFRES + GOODS Identity

â&#x20AC;&#x153;Work for life and not for palaces, temples, cemetaries, and museums. Work in the midst of everyone, for everyone, and with everyone. â&#x20AC;? aleksandr rodchenko