MADNESS M A DN E SS THE
S EL E C T E D W O R K
PA T I E N T 0 4 028 4_513 //
OF
A M A N DA SM I T H
M A DN E SS THE
S EL E C T E D W O R K
OF
A M A N DA SM I T H
PAT I E N T 040284_513
ON M A DNESS
Whatever we do in life we should do it with an unshakable passion. This book isn’t just the result of 5 years of hard work, it is the result of 11 years of self discovery, and finally realizing that design is my madness.
N ame
A dmitted
R e l eased
DU R AT ION
Am anda Smith
Fall 2008
Spring 2013
05 Years
DE DIC AT E D TO
_Jennifer _Mo m
_Dad _Rosie
_Mav _Sm ash
For never doubting me. For supporting me. For always believing that this day would (finally) come. H ere ’ s to the cra z y ones . T he mis f its . T he re b e l s . the trou b l ema k ers
CASE FILES
C A SE
001
HOME PHOTO BOOK PA G E N o _ 0 0 6
C A SE
002
C A SE
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GAMETIME CLOCK PA G E N o _ 07 8
C A SE
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C A SE
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BREAKING BAD POSTER PA G E N o _ 1 3 2
C A SE
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MILLENNIAL WINE
1902 WOMEN’S BOXING
KOHL’S RESTRUCTURING
PA G E N o _ 0 2 8
PA G E N o _ 0 9 6
PA G E N o _ 142
C A SE
003
CODED >> DECODED PA G E N o _ 0 5 4
C A SE
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WINTER WINDS PA G E N o _ 1 14
C A SE
009
MULTIPLE PERSONALITIES PA G E N o _ 1 9 4
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MADNESS
The Selected Work of A manda S m i t h
CASE _001 HOME PHOTOGRAPHY BOOK CATEGORY_ PRINT MATERIALS_ NEENAH CLASSIC CREST 80#TEXT PRIMARY TYPEFACES_ EIDETIC MODERN
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HOME PHOTOGRAPHY BOOK
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MADNESS
The Selected Work of A manda S m i t h
001
C A SE No
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DIAGNOSIS
Self assigned objective to take photos of everything around me in an attempt to open my eyes and see again. T R E ATM E N T
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10 0_ ESAC K O O B Y HPA R G OTO HP E M O H _YR O GETAC T NI RP _SLA IRETA M CIS SA LC H A NEEN T # 0 8 T SE R C _SECAFEP Y T YR A MIRP N RED O M CITEDIE
001 C l ass
I nstructor
D uration
Print 02
Roland Young
016 Weeks
P a l ette
H ome is w here y ou can sa y an y thing y ou p l ease , b ecause no one l istens to y ou an y wa y.
Joe Moore
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MADNESS
The Selected Work of A manda S m i t h
CASE _002 MILLENNIAL WINE CATEGORY_ PACKAGING MATERIALS_ MOAB ENTRADA RAG BRIGHT 190# TYPEFACES_ BLENDER UNIVERS GARAMOND
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C A SE No
The Selected Work of A manda S m i t h
02 C l ass
I nstructor
D uration
Packaging 03
To m McNulty
011 Weeks
You imagine w hat y ou desire , y ou w i l l w hat y ou
imagine , and at l ast create w hat y ou w i l l .
George Bernard Shaw
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PA L E T T E S
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DIAGNOSIS
A real client project for Trinchero Family Estates, to design three separate sets of wine labels for a Millennial audience, ages 21-29. Each set should include a Cabernet Sauvignon and Chardonnay. T R E ATM E N T
By creating a character for each chosen wine name, different types of Millennial audiences can be captured, inspiring a younger generation of wine enthusiasts. The story behind each bottle is as unique as it's design.
20 0_ ESAC
FA12
ENI W LA IN NELLIM _YR O GETAC G NIGA KCAP _SLA IRETA M AD A R T NE B A O M # 0 91 T H GIRB GA R _SECAFEP Y T RE D N E L B S RE V I N U DN O M A RA G
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ADMIT ONE
The Admit One drinker loves adventure. She lives in an urban environment where she uses a bike for transportation. She is a no frills kind of girl and works in a local bike shop part time while she finishes her Master’s Degree in sociology. She is smart and well traveled and spends her spare time camping, hiking, and hanging out with friends. She loves trying new things and is always up for a challenge.
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The Selected Work of A manda S m i t h
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L O V E A LWA Y S
The Love Always drinker is creative and artistic. She enjoys art journaling, spending time with her girlfriends, and cooking. She loves to host theme parties, exploring new restaurants and bars, and is a social drinker. She gifts things that are hand made and is college educated. Love Always loves vintage art and just opened an etsy store that features her photo collage artwork.
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ZIPPER
The Zipper drinker is all about aesthetics. She works at a fashion start-up and loves modern design. She is simple and minimalistic. She tends to have expenisve taste and enjoys discovering new restaurants and hosts occasional get-togethers at her apartment. She is confident about what she likes, and her desire to stay on top of the latest trends keeps her great taste ahead of all her friends. ›› F I N A L I S T for production
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MADNESS
The Selected Work of A manda S m i t h
CASE _003 CODED >> DECODED CATEGORY_ TYPOGRAPHY PRINT MATERIALS_ MOHAWK PROLINE BLURB PUBLISHING PRIMARY TYPEFACES_ BLACKBOX MONO
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MADNESS
The Selected Work of A manda S m i t h
003
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DIAGNOSIS
Experimental Type Specimen and Promotional book for the BlackboxMono typeface family that brings to life an unconventional concept. T R E ATM E N T
My concept centered around the origin of BlackboxMono as a technology driven face, to showcase the creative mind that is often required to generate codes. Coded, the promotional book showcases the creative process of coding, while Decoded, the type specimen shows the breakdown of those codes.
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30 0_ ESAC DED O CED >> DED O C _YR O GETAC Y HPA R G O PY T T NI RP _SLA IRETA M E NI L O RP K W A H O M G N I H SI L B U P B R U L B _SECAFEP Y T YR A MIRP O N O M XO B K C A L B
003 C l ass
I nstructor
D uration
Typography 04
Ariel Grey
015 Weeks
P a l ette
A n idea that is not dangerous is un w orth y o f b eing ca l l ed an idea at a l l .
Oscar Wilde
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MADNESS
The Selected Work of A manda S m i t h
< script > { ! -- IMPORTANT -- } {
coded
/
modern creativity
< COPYRIGHT © 2012 AMANDA SMITH > < a href = “http://cargocollective.com/amandasmithsf” > <target = “new window” > < ISBN: 04021984_121812 > < pubslisher: blurb; > } < / script >
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CODED
< -- ! coded
/
modern creativity
>> DECODED
//
>
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The Selected Work of A manda S m i t h
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THEN I WENT BACK TO WRITING AND I ENTERED FAR INTO
THE
STORY
AND
WAS
LOST
IN
IT,
I
WAS
WRITING IT NOW AND IT WAS NOT WRITING ITSELF AND I DID NOT LOOK UP NOR KNOW ANYTHING ABOUT THE TIME NOR THINK WHERE I WAS NOR ORDER ANY MORE RUM ST. JAMES.
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<script> <!--function searchfield_focus(obj) { obj.style.color=""obj.style.fontStyle=""if (obj.value=="Search w3schools.com"){obj.value=""} } var pageTracker = _gat._getTracker("UA-3855518-1");pageTracker._initData();pageTracker._trackPageview();varaddr=document.location.href;function displayError() { document.getElementById("err_url").value=addr;document.getElementById("err_form").style.display="block";document.getElementById("err_desc").focus();hideSent(); }function hideError(){document.getElementById("err_form").style.display="none"; }function hideSent(){document.getElementById("err_sent").style.display="none"; } function sendErr(){var xmlhttp;var err_url=document.getElementById("err_url").value;var err_email=document.getElementById("err_email").value;var err_desc=document.getElementById("err_desc").value;if (window.XMLHttpRequest){// code for IE7+, Firefox, Chrome, Opera, Safarixmlhttp=new XMLHttpRequest();}else{// code for IE6, IE5xmlhttp=new ActiveXObject("Microsoft.XMLHTTP");} xmlhttp.open("POST","/err_sup.asp",true); xmlhttp.setRequestHeader("Content-type","application/x-www-form-urlencoded"); xmlhttp.send("err_url=" + err_url + "&err_email=" + err_email + "&err_desc=" + escape(err_desc)); hideError();document.getElementById("err_sent").style.display="block"; }//--> </script>
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< typeface - font shop X psy/ops >
CUSTOM TYPE GENERATOR < ENTER TEXT >
TYPESETS I AM CREATIVE
BlackboxMono
I AM CREATIVE
SIZE
SMALL Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx LARGE Yy Zz
BLACKBOXMONO SANS SMALL CAPS
STYLE
CAPS Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr BLACKBOXMONO Ss Tt Uu SANS Vv SMALL Ww Xx Yy Zz
BLACKBOXMONO SANS - BOLD
BLACKBOXMONO SANS BOLD
BLACKBOXMONO SANS BOLD
REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr BLACKBOXMONO Ss Tt Uu SANS Vv Ww Xx Yy Zz BLACKBOXMONO SANS REGULAR
BLACKBOXMONO SANS BOLD ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr BLACKBOXMONO Ss Tt Uu SANS Vv Ww Xx Yy Zz ITALIC BLACKBOXMONO SANS BOLD ITALIC
BLACKBOXMONO SANS SMALL CAPS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS ITALIC
BLACKBOXMONO SANS BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq RrBLACKBOXMONO Ss Tt UuSANS Vv REGULAR Ww Xx Yy Zz BLACKBOXMONO SANS SMALL CAPS
BLACKBOXMONO SANS BOLD ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq RrBLACKBOXMONO Ss Tt UuSANS Vv ITALIC Ww Xx Yy Zz BLACKBOXMONO SANS BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS BOLD ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS ITALIC
›› 080
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>> DECODED
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››
X
< typeface - font shop X psy/ops >
BlackboxMONO
STYLES
modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS SMALL CAPS
Modern creativity through computer technology breeds innovation.
blackbosmono superset:
BLACKBOXMONO SANS BOLD
2 styles 10 weights
Modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS REGULAR
Modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS BOLD ITALIC
Modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS ITALIC
modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS SMALL CAPS
Modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS BOLD
Modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS REGULAR
Modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS BOLD ITALIC
Modern creativity through computer technology breeds innovation. BLACKBOXMONO SANS ITALIC
custom type generator < enter text >
X
I am Creative
{ ! Loading sequence }
< typeface - font shop X psy/ops >
BLACKBOXmono
FEATURES
10
33.7 % complete
A
FIXED WIDTH
TALL X HEIGHT
GEOMETRIC SPACING
TALL X HEIGHT
GEOMETRIC SPACING
FIXED WIDTH
B
* GLYPHS
expanded upon from the sans version and its popularity in editorial work, blackboxmono serif maintains the geometry and height of its sans counterpart but lends itself to better readability and can be used for text type and is easily read in both print and web.
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + - = { } [ ] | \ : ; ” ’ < , > . ? /
blackbosmono serif:
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + - = { } [ ] | \ : ; ” ’ < , > . ? /
originally developed for an it company and never deployed blackbox is commonly used in “ web gadgets ” and has become an ever growing trent among new design and editorial work. its modern styling makes it ideal for a young creative audience.
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + - = { } [ ] | \ : ; ” ’ < , > . ? /
blackbosmono sans:
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + - = { } [ ] | \ : ; ” ’ < , > . ? /
WeIgHtS
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + - = { } [ ] | \ : ; ” ’ < , > . ? /
StYlEs
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + - = { } [ ] | \ : ; ” ’ < , > . ? /
2
X
< typeface - font shop X psy/ops >
CUSTOM TYPE GENERATOR < ENTER TEXT >
TYPESETS I AM CREATIVE
BlackboxMono
! LOADING SEQUENCE } Aa Bb Cc Dd Ee Ff Gg Hh Ii{ Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS SMALL CAPS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj33.7 Kk %Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz COMPLETE BLACKBOXMONO SANS BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS BOLD ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS SMALL CAPS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS BOLD ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BLACKBOXMONO SANS ITALIC
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The Selected Work of A manda S m i t h
CASE _004 GAMETIME CLOCK CATEGORY_ PACKAGE DESIGN MATERIALS_ BIRCH WOOD 1/8” THICK PRIMARY TYPEFACES_ CUSTOM
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C A SE No
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004 C l ass
I nstructor
D uration
Packaging 03
To m McNulty
05 Weeks
HOW DI D I T GE T SO L AT E SO SOON? I T ’S N IGH T BE FOR E I T ’S
A F T E R N O O N . M Y G O O D N E S S H O W T H E T I M E H A S FL E W N .
Dr. Suess
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GAMETIME CLOCK
004
SPRING / 2012
››
DIAGNOSIS
Choose a parent company to create a clock that conveys the message and/or aesthetic of that company’s brand. T R E ATM E N T
Using the Carrom game company I created a clock that not only serves as a reminder that “it’s always time to play” but also serves a dual purpose with the game that is part of the clocks packaging. The GameTime clock includes a full board game as well as a playing/wall clock.
4 0 0_ ESAC K C OLC E M I T E M A G _YR O GETAC N GISED E GA KCAP _SLA IRETA M D O O W H C RI B KCIH T “ 8/1 _SECAFEP Y T YR A MIRP M OTS U C
085 › ›
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MADNESS
The Selected Work of A manda S m i t h
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GAMETIME CLOCK
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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GAMETIME CLOCK
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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GAMETIME CLOCK
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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Birch Etching
SPRING / 2012
›› L A S E R
GAMETIME CLOCK
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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GAMETIME CLOCK
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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GAMETIME CLOCK
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
CASE _005 1902 WOMEN’S BOXING CATEGORY_ IDENTITY PRINT MATERIALS_ MOAB ENTRADA RAG BRIGHT 190# TYPEFACES_ TRADE GOTHIC BLACKBOX MONO
›› 100
C A SE No
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1902 WOMEN’S BOXING
FALL / 2011
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MADNESS
The Selected Work of A manda S m i t h
005
C A SE No
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DIAGNOSIS
To brand a new sports venue, and create an accompanying stationery system and appropriate collateral. T R E ATM E N T
Boxing has been an historically large part of the women’s rights movement of the early 20th century. The first recognized demonstration for the inclusion of women’s boxing in the Olympic Games occured in 1902, the namesake for the new exclusively women’s boxing gym.
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004
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1902 WOMEN’S BOXING
FALL / 2011
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50 0_ ESAC G NI XO B S’NE M O W 20 91 _YR O GETAC Y T I T N E DI T NI RP _SLA IRETA M AD A R T NE B A O M # 0 91 T H GIRB GA R _SECAFEP Y T CIH TO G ED A RT O N O M XO B K C A L B
005 C l ass
I nstructor
D uration
Identity 02
To m McNulty
07 Weeks
P a l ette
U nti l y ou f ind something to f ight f or , y ou sett l e f or something to f ight against .
C huck Palahniuk
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105 › ›
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MADNESS
The Selected Work of A manda S m i t h
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C A SE No
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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1902 WOMEN’S BOXING
FALL / 2011
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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1902 WOMEN’S BOXING
FALL / 2011
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OUR TIME
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MADNESS
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C A SE No
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1902 WOMEN’S BOXING
FALL / 2011
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MADNESS
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1902 WOMEN’S BOXING
FALL / 2011
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1902 WOMEN’S BOXING
FALL / 2011
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MADNESS
The Selected Work of A manda S m i t h
CASE _006 WINTER WINDS CATEGORY_ PRINT MATERIALS_ MOAB ENTRADA RAG BRIGHT 190# PRIMARY TYPEFACES_ HELVETICA NEUE
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C A SE No
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WINTER WINDS / MUSIC FESTIVAL
SPRING / 2012
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MADNESS
C A SE No
The Selected Work of A manda S m i t h
006
001
C l ass
I nstructor
D uration
Print 01
Troy Alders
09 Weeks
those w ho w ere seen dancing w ere thought to b e insane b y those w ho cou l d not hear the music .
Friedrich Nietzsche
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P a l ette
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006
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0
WINTER WINDS / MUSIC FESTIVAL
006
SPRING / 2012
››
DIAGNOSIS
Promote a fictional music festival for an appropriate cause with collateral and a digital program featured as an iPad app. T R E ATM E N T
To promote the preservation of the Alaskan Wildlife with a festival named after a song by the headlining band, Mumford & Sons. Rather than traditional stationery systems, highlight the endangered state of much of the Alaskan wildlife.
6 0 0_ ESAC S D N I W RE T N I W _YR O GETAC T NI RP _SLA IRETA M AD A R T NE B A O M # 0 91 T H GIRB GA R _SECAFEP Y T YR A MIRP E UEN ACITEVLEH
121 › ›
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WINTER WINDS / MUSIC FESTIVAL
SPRING / 2012
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C A SE No
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WINTER WINDS / MUSIC FESTIVAL
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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WINTER WINDS / MUSIC FESTIVAL
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
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WINTER WINDS / MUSIC FESTIVAL
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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WINTER WINDS / MUSIC FESTIVAL
SPRING / 2012
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MADNESS
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WINTER WINDS / MUSIC FESTIVAL
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
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WINTER WINDS / MUSIC FESTIVAL
SPRING / 2012
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MADNESS
The Selected Work of A manda S m i t h
CASE _007 BREAKING BAD POSTER CATEGORY_ PRINT MATERIALS_ EPSON PREMIUM PRESENTATION PAPER TYPEFACES_ BLENDER
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BREAKING BAD POSTER
FALL / 2012
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MADNESS
The Selected Work of A manda S m i t h
007
C A SE No
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DIAGNOSIS
Create a poster for a movie or television show that pushes boundaries by going beyond the obvious. T R E ATM E N T
Breaking Bad is a leading show that explores numerous themes of duality. My poster shows both sides of the protagonist and alludes to the nature of his turmoil, and the consequences it may entail.
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BREAKING BAD POSTER
FALL / 2012
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70 0_ ESAC RE T S O P D A B G N I K A E R B _YR O GETAC T NI RP _SLA IRETA M M U I M E R P N O S PE REPAP N OITAT NESERP _SECAFEP Y T RE D N E L B
007 C l ass
I nstructor
D uration
Print 02
Roland Young
05 Weeks
P a l ette
I A M NOT IN DA NGER. I A M T HE DA NGER.
Walter White
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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BREAKING BAD POSTER
FALL / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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BREAKING BAD POSTER
FALL / 2012
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MADNESS
The Selected Work of A manda S m i t h
CASE _008 KOHL’S RESTRUCTURING CATEGORY_ PACKAGE DESIGN MATERIALS_ AN ENORMOUS VARIETY PRIMARY TYPEFACES_ DIN
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C A SE No
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KOHL’S RESTRUCTURING
SUMMER / 2012
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MADNESS
C A SE No
The Selected Work of A manda S m i t h
008
002
003
C l ass
I nstructor
D uration
P a l ette
Packaging 04
To m McNulty
07 Weeks
Defined by section
T HE HIGHER YOU R ST RUC T U R E IS TO BE , T HE DEEPER MUST BE I T S FOU N DAT ION.
Saint Augustine
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006
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0
KOHL’S RESTRUCTURING
008
SUMMER / 2012
››
DIAGNOSIS
Restructure the Kohl’s Department store to generate new business.
T R E ATM E N T
In order to target a younger audience, our team restructured the store and private labels to be more consistent. To ease the customer experience we offered a simple structure, and filled product gaps in order to be more competitive in the department store market.
8 0 0_ ESAC G NIR U TC URTSER S’LH OK _YR O GETAC N GISED E GA KCAP _SLA IRETA M S U O M R O NE N A Y TEIR AV _SECAFEP Y T YR A MIRP NID
149 › ›
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151 › ›
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MADNESS
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The Selected Work of A manda S m i t h
C A SE No
001
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0 07
store b rand / e x c l usives
›› 152
D E PA R T M E N T
D E PA R T M E N T
K I TC H EN APPLI A N CES
grooming & menswear
TA RGE T AU DI E NC E
TA RGE T AU DI E NC E
2 0 - 4 0 W O M E N & FA M I L I E S
2 5 - 4 0 men
U N I Q U E S E LL I N G P O I N T
U N I Q U E S E LL I N G P O I N T
Using the instagram and simple home photography trends to appeal to a younger audience of apartment dwellers and first time home buyers.
An line of male-only products to add to the beauty products available for women, making kohl’s a destination for both genders.
D E PA R T M E N T
D E PA R T M E N T
food & checkout
apparel
TA RGE T AU DI E NC E
TA RGE T AU DI E NC E
kids and moms
1 5 -3 0 men & women
U N I Q U E S E LL I N G P O I N T
U N I Q U E S E LL I N G P O I N T
Provide an in house line of exclusive candies and sweets typically featured at checkout creating impulse buys and a treat for kids while shopping with their parents.
An extension of the existing popular brand as an exclusive for kohl’s providing organic basics that are as stylish as they are environmentally friendly.
008
009
KOHL’S RESTRUCTURING
››
SUMMER / 2012
››
private b rands
D E PA R T M E N T
D E PA R T M E N T
food & grocery
food & grocery
TA RGE T AU DI E NC E
TA RGE T AU DI E NC E
2 5 -5 0 men & women
2 5 -5 0 men & women
U N I Q U E S E LL I N G P O I N T
U N I Q U E S E LL I N G P O I N T
A kick back to the origin of kohl’s as a grocery store. Named after the founder, a special line of Italian non perishables.
A division of the food line featuring local, orgainc products that changes per kohl’s store.
D E PA R T M E N T
D E PA R T M E N T
outdoor & entertaining
B AT H & S PA
TA RGE T AU DI E NC E
TA RGE T AU DI E NC E
2 5 - 4 0 men & women
2 5 -5 0 W O M E N
U N I Q U E S E LL I N G P O I N T
U N I Q U E S E LL I N G P O I N T
A special line of outdoor products for apartment style entertaining in the sun.
A luxury brand amongst the discounts providing spa quality goods for women.
153 › ›
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MADNESS
The Selected Work of A manda S m i t h
D E PA R T M E N T
grooming & menswear TA RGE T AU DI E NC E
2 5 - 4 0 men U N I Q U E S E LL I N G P O I N T
A new line of men’s only products in a predominantly female environment. K E YW O R D S
MODERN MASCULINE CLEAN BOLD PA L E T T E
DESCRIP TION
Choice Man provides the kohl’s house brand with a line of men’s products that fit into their already well established beauty department. Because of the overwhelming amount of female centered products in kohl’s, extending the market to incorporate men will generate a growing new population of consumers. Choice Man contains products ranging from shower and grooming, to electronics, business and home accessories.
concept
Bringing a new line of products to kohl’s requires an eye catching design. Choice man appeals to both the bold and masculine side of a man, as well as his desire for great products and great design, all at affordable prices. With a color palette of bold red and a soft blue combined with natural raw element backgrounds of steel and black glass, Choice Man can appeal to any man, encouraging them to “be the man you want to be.”
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C A SE No
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0 07
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KOHL’S RESTRUCTURING
SUMMER / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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KOHL’S RESTRUCTURING
SUMMER / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
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KOHL’S RESTRUCTURING
SUMMER / 2012
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159 › ›
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
161 › ›
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
003
004
005
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007
008
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
D E PA R T M E N T
K I TC H EN APPLI A N CES TA RGE T AU DI E NC E
2 5 - 4 0 W O men & FA M I L I E S U N I Q U E S E LL I N G P O I N T
An instagram styled packaging that appeals to a technology driven audience K E YW O R D S
VINTAGE MINIMAL PHOTOGRAPHIC COLORFUL PA L E T T E
DESCRIP TION
Choice Kitchen provides modern and simple kitchen appliances and cookware for young families and apartment dwellers. For those who are still in transition, or just bought their first home for their new family, this line of products fills the gap between college kitchenwares and mature table settings for seasoned home owners. concept
Tapping into the young generation of technology driven social networking, Choice Kitchen uses vintage style photography and a clean minimal aesthetic reminiscent of the growing popularity of apps like instagram. With constant photo updates of what we’re eating and how our home and kitchen appeal to a modern world, Choice Kitchen captures the young, aesthetically driven new home owners and apartment dwellers by speaking their language through minimal and photography driven packaging.
163 › ›
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›› 164
MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
165 › ›
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
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004
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
167 › ›
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›› 168
MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
003
004
005
006
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
169 › ›
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MADNESS
The Selected Work of A manda S m i t h
D E PA R T M E N T
food & grocery TA RGE T AU DI E NC E
2 5 -5 0 men & women U N I Q U E S E LL I N G P O I N T
A first time line of food products to Kohl’s, in a family favorite, Italian K E YW O R D S
AUTHENTIC SAVORY NOSTALGIC RICH PA L E T T E
DESCRIP TION
Max’s Il time, to Foods it includes
Boccone introduces food, for the first Kohl’s. As a branch under Max’s Gourmet focuses on non perishable food items that everything Italian.
concept
Authentic food from other countries is always hard to come by, which is why it is the perfect place for kohl’s food and grocery to start. With it’s rich and bold nature, Max’s Il Boccone is provides eye catching, Italian inspired products and packaging. Reflective of the Max’s pentagon mark, mixed with the feeling of an authentic Italian restaurant, Max’s Il Boccone takes the kohl’s consumer straight to the cobblestone streets of Italy.
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C A SE No
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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›› P E N T A G O N Representing first phase of Kohl’s expansion: 5 stores
KOHL’S RESTRUCTURING SUMMER / 2012
››
173 › ›
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
003
004
005
006
0 07
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
175 › ›
›› 176
177 › ›
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›› 178
MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
003
004
005
006
007
008
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
179 › ›
›› 180
KOHL’S RESTRUCTURING
SUMMER / 2012
››
D E PA R T M E N T
F ood & grocery TA RGE T AU DI E NC E
2 5 -5 0 men & women U N I Q U E S E LL I N G P O I N T
A local, organic line of non perishables that furthers community involvement K E YW O R D S
ORGANIC FRESH LOCAL HOMEGROWN PA L E T T E
DESCRIP TION
Max’s Hometown is a division of Max’s Gourmet Foods and provides a series of non perishable shelf goods that are 100% Organic, expanding kohl’s to a more niche grocery market. Because kohl’s began as a local grocery store, the Hometown line brings back the values kohl’s was founded on.
concept
Food is a new venture for kohl’s department stores, and in adding a new line of products it is imperitive to meet customer demand. The increasing empashis placed on organic and local goods by the FDA has generated an increasing need for stores to carry these natural products. By allowing each Hometown line to carry local goods from their own community kohl’s can further their “kohl’s cares” initiatives and community involvement.
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›› 182
MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
003
004
005
006
0 07
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
183 › ›
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›› 184
MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
003
004
005
006
0 07
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
185 › ›
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›› 186
MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
003
004
005
006
0 07
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KOHL’S RESTRUCTURING
SUMMER / 2012
››
187 › ›
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›› 188
MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
003
004
005
006
0 07
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KOHL’S RESTRUCTURING
SUMMER / 2012
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189 › ›
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MADNESS
The Selected Work of A manda S m i t h
D E PA R T M E N T
A P PA R E L TA RGE T AU DI E NC E
1 5 -3 0 men & W O M E N U N I Q U E S E LL I N G P O I N T
Exclusive pairing with Alternative Apparel for Organic basics. K E YW O R D S
YOUNG STYLISH ORGANIC SIMPLE PA L E T T E
DESCRIP TION
concept
Today young people are very technology driven, doing most of their shopping online. To make the consumer experience quick and easy the Alternative Collection for kohl’s uses QR codes that can be used for checkout, and easy compact packaging with all product info displayed neatly and readily. All packaging is 100% recyclable, even the wood shoe and belt boxes are reusable. The idea behind the Alternative Collection is to gain the attention of high school aged young adults shopping with their parents to make Kohl’s a new youth destination.
›› 190
C A SE No
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KOHL’S RESTRUCTURING
SUMMER / 2012
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KOHL’S RESTRUCTURING
SUMMER / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
001
002
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KOHL’S RESTRUCTURING
SUMMER / 2012
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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005
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KOHL’S RESTRUCTURING
SUMMER / 2012
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MADNESS
The Selected Work of A manda S m i t h
CASE _009 MULTIPLE PERSONALITIES CATEGORY_ BRANDING MATERIALS_ N/A TYPEFACES_ VARIOUS
›› 198
C A SE No
001
002
003
004
005
006
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MULTIPLE PERSONALITIES
FALL / 2011 >> 2012
››
199 › ›
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MADNESS
The Selected Work of A manda S m i t h
009
C A SE No
001
002
003
DIAGNOSIS
Create a mark that captures the essence of a brand’s personality.
T R E ATM E N T
Stories sell brands and create memorable icons. It is not just in execution that a mark becomes successful, it is in the concept the mark represents. Cute and clever are temporary, meaning and story last forever.
›› 200
004
005
006
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008
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0
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9 0 0_ ESAC SEITILA N O SREP ELPITLU M _YR O GETAC G NID N A RB _SLA IRETA M A/N _SECAFEP Y T S U OIR AV
009 C l ass
I nstructor
D uration
Various
Various
05-09 Weeks
P a l ette
B E Y O U R S E LF , E V E R Y O N E E L S E I S T A K E N .
Oscar Wilde
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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MADNESS
The Selected Work of A manda S m i t h
C A SE No
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MADNESS
The Selected Work of A manda S m i t h
T H A N K YOU
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THANK YOU
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F A M I LY
Thanks Mom and Dad, for sticking by me from the east to the west coast. For believing that I could do this on my own, and pushing me to overcome any challenges that stood in my way. For always supporting my decisions, however crazy they may have sometimes been, and trusting that I would figure it all out in the end. Most of all, thank you for waiting 11 long years to see me finally walk across that stage. My wombmate, my best friend, my Boo. Jennifer, you have always been and will always be the woman I admire most. I have looked up to you my entire life, and if I become half the woman you are, I will certainly be a great success. Thank you for always believing in me. Rosie, my love. It’s because of you that I took this leap, and because of you that I am now fulfilling my dreams. You are more than my partner, you are the half that makes me whole. I love you with all my heart. And as soon as California comes to their senses, I’m gonna scoop your ass up and marry you.
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Friends
Puppy, you always knew I had it in me. You’ve encouraged my creativity since the day we met and you’ve always understood everything I’ve gone through. Above all you’ve never stopped believing that I would make it. JMU will forever have a place in my heart because it’s where I met my soulmate. Smash, without you California would have been a distant memory. Without this city, and without you, this incredible experience would never have happened. Thank you.
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INSTRUCTORS
Tom McNulty, Mary Scott, Darrell Hayden, Ariel Grey, and Roland Young. Thank you for pushing me to be the best I can be and for not only sharing your knowledge but forcing me to grow, not just as a designer, but as a person. The lessons I’ve learned from each of you go far beyond the classroom, and I will carry them with me forever.
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MADNESS
The Selected Work of A manda S m i t h
PRODUC T ION NOT E S
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PRODUCTION NOTES
DESIGNER _
INST RUC TOR _
AMANDA SMITH
M ARY SC OT T
a m anda3947@g m ail.co m
Acade my of Ar t University
+ 415.335.8547
School of Graphic Design
a m andasmithsf.co m
79 New Montgo m ery Street
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San Francisco, CA 94111 PRINTER _
GIANT HORSE Fi n c h 10 0 # Te x t BIN DERY _
THE KEY
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NO GREAT MIND HAS EVER EXISTED WITHOUT A TOUCH OF M A D N E S S