Modus Operandi
MO. 001 – 012 The design & process of Beau Monroe
Modus Operandi
MO. 001 – 012 The design & process of Beau Monroe
beaumonroe.com
C o p y r i g h t © 2 0 12 A l l r i g h t s r e s e r v e d . N o p a r t o f t h i s b o o k may be reproduced, stored in a retrieval or transmit ted in any form or by any means, without the writ ten permission of the designer Beau Monroe ACADEMY OF ART UNIVERSIT Y School of Graphic Design 79 New Montgomer y S a n F r a n c i s c o , C a l i f o r n i a 9 4114
DESIGN
Beau Monroe
CL ASS
B FA Po r t fo li o
INSTRUCTOR
Mary Scott
SEMESTER
S p r i n g 2 0 12
BOOK TITLE
Modus Operandi
COVER
Proline Uncoated
TEX T STOCK
Premium Mohawk
END SHEETS
Proline Black
PRINTER
Blurb
BINDERY
Blurb
P L AT F O R M
iMac /Adobe Creative Suite C S 5
SCANNER
Epson Per fection V20 0 Photo
DIMENSIONS
8 ” x 10 ”
N O . O F PA G E S
17 1
T Y PE FAC E S
Swiss 721 ( Thin, Light, Bold)
PHOTOGRAPHY
Beau Monroe
CAMERA
Canon 20D
Mom & Dad
Modus Operandi The term Modus Operandi is usually defined in a few slightly different ways. In Latin it translates to “mode of operation”. Racy TV shows throw the term around when referring to the methodology of serial killers. “The way someone works” is another, which in this case is most fitting. There are many different ways to solve a design problem. This book showcases an eclectic collection of approaches I’ve explored so far.
MO. 001
MO. 002
Explore
Enlighten
p.08
p.28
MO. 003
MO. 004
Uncover
Facilitate
p.40
p.48
MO. 005
MO. 006
Glorify
Fathom
p.58
p.66
MO. 007
MO. 008
Resolve
Circulate
p.78
p.90
MO. 009
MO. 010
Streamline
Transform
p.96
p.114
MO. 011
MO. 012
Blend
Identify
p.132
p.154
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MO. 001 Explore
MO. 0 01
MODUS OPERANDI
Re-writing the story There comes a time when even the most iconic brand needs to look itself in the mirror and ask, “Who am I?” In my Identity 2 class, instructor Todd Hedgpeth assigned our class the task of re-thinking a well known brand. I chose Chronicle Books, and went on to develop a new stationery system, website, visual standards guide, and complete set of applications. I strove to create a brand full of warmth, fun, and subtlety. In the new system, copywriting and typography take center stage, giving everything that’s branded an engaging story.
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MO. 001
P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
10
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11
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MO. 0 01
P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
12
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13
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MO. 0 01
P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
14
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15
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MO. 0 01
P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
16
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17
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MO. 0 01
P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
18
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MO. 0 01
P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
20
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21
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MO. 0 01
P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
22
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P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
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25
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MO. 0 01
P J C T. C H R O N I C L E
I N S T. T O D D H E D G P E T H
26
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27
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MO. 002 Enlighten
MO. 0 02
MODUS OPERANDI
Positive energy What if GOOD, the media platform by and for the “people who give a damn�, offered its audience a sustainable table lamp? What would it look like and how would it ship? In my Package Design 3 class, instructor Tom McNulty assigned the challenge of answering these questions. I responded by developing a sustainable lamp that packs flat, and informs of the various sources of eco-energy.
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MO. 0 02
P J C T. G O O D L A M P
I N S T. T O M M C N U LT Y
30
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31
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MO. 0 02
P J C T. G O O D L A M P
I N S T. T O M M C N U LT Y
32
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33
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35
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P J C T. G O O D L A M P
I N S T. T O M M C N U LT Y
ADDITIONAL INFO
Screen printing with soy-based inks is implemented on the eco-friendly cardboard packaging. The back panel of the box educates the consumer about optimal light-bulb usage in a way that reflects GOOD’s visual language.
MO. 0 02
36
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37
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MO. 0 02
P J C T. G O O D L A M P
I N S T. T O M M C N U LT Y
38
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MO. 003 Uncover
MO. 0 03
MODUS OPERANDI
A modern noir Some of the best films ever made are now buried in time. Netflix realized this and decided to add thousands of classic films to their expansive library. In my Print 2 class, instructor Roland Young assigned us to pick a classic film, and modernize it in the form of a poster to spread the word about the new additions.
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MO. 0 03
P J C T. N E T F L I X
I N S T. R O L A N D Y O U N G
42
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43
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MO. 0 03
P J C T. N E T F L I X
I N S T. R O L A N D Y O U N G
44
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MO. 004 Facilitate
MO. 0 04
MODUS OPERANDI
Find my watch! What happens when you’re a company who makes too many cool watches? Your customers are faced with the task of narrowing down a plethora of options. In my Graphic Design 3 class, instructor Jenny Ji posed the challenge to create a simple 4-step sitelet to address issues like this. I chose the brand Fossil, and created a sitelet based off of the viewpoint that a watch is an extension of ones unique character.
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MO. 0 04
P J C T. F O S S I L
I N S T. J E N N Y J I
52
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ADDITIONAL INFO
When the sitelet is navigated, the user is asked both general and lifestyle questions pertaining to their personality and watch preferences. After navigating through the four steps, the results page is reached, presenting the user with watches that are matched to their personality and preference.
53
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MO. 0 04
P J C T. F O S S I L
I N S T. J E N N Y J I
54
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55
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MO. 0 04
P J C T. F O S S I L
I N S T. J E N N Y J I
56
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57
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MO. 005 Glorify
MO. 0 05
MODUS OPERANDI
Uncorking history Some brands have been around forever, yet you’d never even realize it. In my Package Design 3 class, instructor Tom McNulty had us choose a Bay Area based wine company, and re-design their labels. I chose Concannon Vineyards, who have been making wine since 1883. The design direction I pursued showcases their rich history in two different ways for both a high and low price point.
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MO. 0 05
P J C T. C O N C A N N O N
I N S T. T O M M C N U LT Y
60
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61
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MO. 0 05
P J C T. C O N C A N N O N
I N S T. T O M M C N U LT Y
62
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MO. 0 05
P J C T. C O N C A N N O N
I N S T. T O M M C N U LT Y
64
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65
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MO. 006 Fathom
MO. 0 0 6
MODUS OPERANDI
Pursuit of crappiness NEF (New Economics Foundation) is an organization that promotes real economic well-being. Two topics they focus heavily on are overconsumption and conspicuous consumption. For my Print 2 class with Roland Young, I developed a new logo for the foundation, as well as two promotional poster campaigns. The aim of the first series is to embody the ridiculous and unnecessary products people lust over and consume.
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MO. 0 0 6
P J C T. N E F
I N S T. R O L A N D Y O U N G
68
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69
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MO. 0 0 6
P J C T. N E F
I N S T. R O L A N D Y O U N G
72
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73
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MO. 007 Resolve
MO. 0 07
MODUS OPERANDI
Shifting perspective After someone has been made aware of their problem, usually they’re hungry for a solution. The second set of posters promoting NEF focuses on presenting solutions to overconsumption. The back to basics philosophy in both the concept and execution ask the over-consumer to reconsider their focus on having everything, and to focus on simply being instead.
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MO. 0 07
P J C T. N E F
I N S T. R O L A N D Y O U N G
82
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83
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MO. 0 07
P J C T. N E F
I N S T. R O L A N D Y O U N G
84
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85
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MO. 008 Circulate
MO. 0 08
MODUS OPERANDI
Hot off the press When a problem effects the entire world, everyone should know about it. In my Print 1 class, instructor Troy Alders assigned us to create a global warming newsletter. The front and back contain an article supplemented with info graphics and photography. It then folds open to a poster; emphasizing that once the article is read, it will be used as a poster instead of being discarded.
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P J C T. A LT E R E C O
I N S T. T R O Y A L D E R S
A TYPICAL PERSONS CARBON FOOTRPINT
12 %
P U B L IC S E RV IC E S P U B L IC T R A N S P O R T CLOTHES & M A K EUP
P R I VAT E T R A N S P O R T R E C R E AT IO N/AC T I V E H O L I DAY F L IG H T S
3%
4%
10 %
14 %
6% F O O D A N D DR I N K G A S , OI L , A N D C OA L C A R M A N U FAC T U R E
F I N A N C I A L S E RV IC E S H OU S E H O L D S/ A P T S E L E C T R IC DE V IC E S
15 % 9%
MO. 0 08
5%
7%
3%
12 %
92
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93
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MO. 009 Streamline
MO. 0 0 9
MODUS OPERANDI
Awakening from bliss One size does not fit all. In my Type 3 class, instructor Ariel Grey assigned us to conceptually promote a paper company. I chose to promote Utopia paper by Appleton Coated, and set out to disprove the ability to have a true utopian society by showing through an Orwellian style narrative that utopia is an individual experience.
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MO. 0 0 9
P J C T. U T O P I A
I N S T. A R I E L G R E Y
98
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99
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MO. 0 0 9
P J C T. U T O P I A
I N S T. A R I E L G R E Y
10 0
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101
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P J C T. U T O P I A
I N S T. A R I E L G R E Y
ADDITIONAL INFO
In parts of the book, a true utopian vision is transmitted from a waking individuals mind, breaking through the rigid utopian society they’re unwillingly trapped in.
MO. 0 0 9
10 2
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10 3
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P J C T. U T O P I A
I N S T. A R I E L G R E Y
10 4
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10 5
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P J C T. U T O P I A
I N S T. A R I E L G R E Y
10 6
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107
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P J C T. U T O P I A
I N S T. A R I E L G R E Y
10 8
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10 9
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P J C T. U T O P I A
I N S T. A R I E L G R E Y
11 0
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111
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MO. 010 Transform
M O. 010
MODUS OPERANDI
Saving Penney’s Redefining a well known brand for a much younger audience is no small task. In my Package Design 4 class, instructor Michael Osborne assigned our team of four the challenge of reimagining JC Penney’s. We covered everything from rethinking the logo, to restructuring the brands within the store, to finally, designing all of it.
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P J C T. J C P E N N E Y
I N S T. M I C H A E L O S B O R N E
“Providing inspired lifestyle for contemporary individuals�
M O. 010
11 6
MODUS OPERANDI
ENDORSED HOUSE BRAND
P R I V AT E L A B E L B R A N D S
C AT E G O R I E S
C AT E G O R I E S
Home, Kitchen, Food
Bakery, Treats, Coffee
AT T R I B U T E S
AT T R I B U T E S
Warm, Smart, Modern
Colorful, Charming, Fun
C AT E G O R I E S
Office, Home, Accessories AT T R I B U T E S
Smart, Dynamic, Unexpected
C AT E G O R I E S
Baby, Clothing, Accessories AT T R I B U T E S
Ritzy, Aspirational, Exclusive
C AT E G O R I E S
Body, Bath, Beauty AT T R I B U T E S
Classic, Heritage, Refined
C AT E G O R I E S
Entertainment, Beverage, Misc AT T R I B U T E S
Quirky, Spontaneous, Vibrant
11 7
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M O. 010
P J C T. J C P E N N E Y
I N S T. M I C H A E L O S B O R N E
11 8
MODUS OPERANDI
11 9
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M O. 010
P J C T. J C P E N N E Y
I N S T. M I C H A E L O S B O R N E
12 0
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121
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M O. 010
P J C T. J C P E N N E Y
I N S T. M I C H A E L O S B O R N E
12 2
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12 3
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M O. 010
P J C T. J C P E N N E Y
I N S T. M I C H A E L O S B O R N E
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12 5
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M O. 010
P J C T. J C P E N N E Y
I N S T. M I C H A E L O S B O R N E
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12 7
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M O. 010
P J C T. J C P E N N E Y
I N S T. M I C H A E L O S B O R N E
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MODUS OPERANDI
12 9
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M O. 010
P J C T. J C P E N N E Y
I N S T. M I C H A E L O S B O R N E
13 0
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MO. 011 Blend
M O . 0 11
MODUS OPERANDI
Adding to the mix Not every project can have the spotlight beaming on it. The following pages are select projects that deserve to be in this portfolio, but for one reason or another couldn’t have countless pages dedicated to them (mostly so the length of this book wouldn’t resemble the Bible).
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P J C T. M I X T G R E E N S
FRM. RUBBER DESIGN
MIXT GREENS
While interning at Rubber Design, I’ve had the great opportunity to re-brand the line of chain restaurants Mixt Greens. A new set of iconography, brand voice, packaging design, and environmental design were all redesigned. What’s shown here is the small amount of the project that’s gone through production. The rest of the project will be rolled out within a couple months of this book’s final completion.
Face 11.00”
M O . 0 11
Gusset 6.00”
Back 9 1/4”
13 4
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M O . 0 11
P J C T. M I X T G R E E N S
FRM. RUBBER DESIGN
13 6
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13 7
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P J C T. I N F O R M A N T
FRM. RUBBER DESIGN
INFORMANT POSTER
Lucky Hat Productions approached Rubber Design to create a poster to promote their new documentary “Informant”. The poster communicates the documentaries focus on a radical activist turned FBI informant’s journey.
M O . 0 11
14 0
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141
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P J C T. T H E T E N D E R L O I N
I N S T. M I C H A E L S A I N AT O
THE TENDERLOIN
This project explores branding the Tenderloin neighborhood of San Francisco. A visual standards guide and applications were developed to attract a college-aged audience.
M O . 0 11
14 2
MODUS OPERANDI
14 3
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M O . 0 11
P J C T. T H E T E N D E R L O I N
I N S T. M I C H A E L S A I N AT O
14 4
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14 5
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P J C T. S K E W E D V I S I O N
I N S T. M AT T W A K E M A N
SKEWED VISION
This assignment required an extensive book on the topic of a chosen natural phenomenon. I chose to focus on earthquakes, and over the course of 15 weeks developed a three-part book, identity & stationary, and a poster to promote the book.
M O . 0 11
14 8
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M O . 0 11
P J C T. S K E W E D V I S I O N
I N S T. M AT T W A K E M A N
15 0
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151
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M O . 0 11
P J C T. S K E W E D V I S I O N
I N S T. M AT T W A K E M A N
15 2
MODUS OPERANDI
15 3
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MO. 012 Identify
M O. 012
MODUS OPERANDI
Giving a name a face Over the course of the last 5 years I’ve been focusing most of my energy on how brands present themselves to the world. What visually differentiates one brand from the next? From student, to freelance, to real-world; the following pages are a showcase of my identity solutions.
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M O. 012
P J C T. I D E N T I T I E S
15 6
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157
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M O. 012
P J C T. I D E N T I T I E S
15 8
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15 9
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M O. 012
P J C T. I D E N T I T I E S
16 0
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161
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M O. 012
P J C T. I D E N T I T I E S
16 2
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16 3
Thank you kindly: Mom & Dad, Natalie Baryla, Mike & Cindy, Brian & Kelly, Kevin & Kate, Uncle Jim & Aunt Pat, Traktor, Cooper, David Scott, Simon Brown, Mary Scott, Mark & Elizabeth Baryla, OJ Perez, Bobby Zavala, Troy Low, Jose Mendoza, Jerry Richards, Michael Leon, Andrew Leonard, Austin Creek, Zach Ingram, Tyler Hayden, Travis Burns, Tyler Holohan, Seth Tracy, President Wishnack, Nathan Godding, Pat Chirakiti, Naomi Hoag, Sunny Lee, Henry Lannan, Cody Dingle, Harshyla Singh, Brian Zobel, Dawn Steinbock, Donna Roggi, Kristen Haff, Chelsea Nobbs, Jennifer Sterling, Christine George, Matt Wakeman, Michael Sainato, Michael Kilgore, Max Spector, Debbie Millman, Darrell Hayden, Ariel Grey, Troy Alders, Roland Young, Michael Osborne, Todd Hedgpeth, Tom McNulty, and Jenny Ji.
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