Brie
Copyright Š 2018 Brie Witko _ All rights reserved. No part of this publication may be reproduced, stored in retrieval systems or transmitted in any form or by means without permission from Brie Witko
I N T RODUC T ION Some of my earliest memories revolve around paint and a white canvas. I immersed myself in all things creative and as my passion grew, it was as if my hands almost had a mind of their own. The tools I used became an extension of my fingers. Ideas fuel my creative pursuit. A successful brand invites authenticity, and storytelling encourages others to experience our journey. When your so attracted to something that you feel comfortable, you’re at home.
6. HOTEL HABIBI 16. CHOSEN FOODS 24. DEFCON 32. SAIKO SAKE 38. A LA MODE 46. VERVE 54. MUSEUM OF
PHOTOGRAPHIC ARTS 64. LA MOUFETTE
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COLLECTION OF WORKS
PROJECT
HOTEL HABIBI
01 / 08
Branding
Hotel Habibi is a tasteful, retro-inspired boutique hotel fueled by it’s location in Palm Springs, California. Hotel Habibi, meaning “beloved hotel”, is a chic yet free-spirited getaway with 70’s style furniture and design. It’s big comfy couches and attentive service and staff deliver an original, invigorating experience that attracts discerning guests ages 25 - 40. Various typefaces were used to capture this eclectic brand, rooted both in the 1970’s and Modernism. Univers was used for it’s clear, legible, objective form coupled with Courier New, Barley Script and Franklin Gothic incorporated into applications to bolster the vintage, 1970’s vibe. The treated photography and color system were used to help differentiate packaging components and the hotel’s amenities.
BRIE WITKO
Hotel Habibi is an attractive lifestyle brand, capturing the interest of its target audience via social media. The web and mobile site promotes positive user experience with accessible book-now buttons. The vintage typography, photography and color palette evoke serenity, and the warm and inviting staff ensure customer satisfaction. Guests become enamored with this sweet hotel and find it’s hospitality, style and nostalgic energy irresistible.
HOTEL HABIBI
KEY WORDS
PROJECT 01 / 08
PROFESSORS
RETRO / FUN RELAXING / SIMPLE / SPIRITED Min Choi
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P ROJ EC T / DEF C ON
M A R K E T P O S T ION I NG Mission Statement Catering to a hip, intelligent group that appreciate vintage design as much as they acknowledge value, Hotel Habibi has a passion for exceeding customer expectations while providing original experiences.
Competitive Advantage This competitive advantage is established from distinguishing brand characteristics in tone, color, and naming. Habibi meaning stweet or beloved in Arabic, inspires the brand to put warmth and hospitality into everything they do. In color psychology, pink represents serenity and has a curative effect. Hotel Habibi also capitalizes on warm, friendly messaging sprinkled throughout the hotel’s collateral.
Social Media Hotel Habibi positions itself as a lifestyle brand via social media and represents the interests and attitudes of an astute youthful target audience. This approach creates a strong association with the brand and requires a more subtle approach to advertising. Hotel Habibi becomes more than just a brand, but a way of living via social media. The Hotel’s efficient, easy to use app also promotes great user experience and effortless online booking.
BU D G E T F R I E N DLY
YOU T H F U L
M AT U R E
PREMIUM
SEL EC T ED WORKS / BRI E W I TKO
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HOTEL HABIBI
PROJECT 01 / 08
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HOTEL HABIBI
PROJECT 01 / 08
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PROJECT
CHOSEN FOODS
02 / 08
Enviormental & Interactive Design
Chosen Foods is a natural food product company located in San Diego, CA. They are most known for their avocado oil, but Chosen Foods also has a plethora of condiments, specialty oils, seeds and grains to delight any health food fan. This friendly, casual, lifestyle brand grew quickly and wanted to update their look to appeal to a more youthful audience. The brand targets nutritionally savvy young adults, parents and their families ages 20 - 45 who are looking to make more healthy choices in their lives. For 2016’s Natural Product Expo West, Chosen Foods drew upon the authentic experience of being in a kitchen and cooking with family. The furniture choices reflect a relaxed vibe, and the layout promotes a natural flow throughout this corner event space. The hints of green deliver a pop of color and a sprinkling of plants, serve to invigorate the space.
BRIE WITKO
Chosen Foods is driven by its earthly color palette, friendly typography, and simple photography. Their web interface reflects who they are, a wholesome ingredient company. Chosen Food’s also invites the audience to get educated on making healthy choices by using interactive web components and promotional collateral. Their cheeky, typographic patterns incorporate humor and authenticity to the brand. With a clear, on point brand voice they convey the core benefits that promote a healthy lifestyle.
CHOSEN FOODS
KEY WORDS
PROJECT 02 / 08
ART DIRECTION
NATURAL / HONEST / EARTHY / FRIENDLY / INFORMATIONAL
Claudia Albrizzio, Jason Alfonso
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CHOSEN FOODS
PROJECT 02 / 08
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C HO S E N FO OD S / NAT U R A L FO OD S P RODUC T E X P O W E S T 2016 Floor Plan
10’
Business Meeting Area
Meet and
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d Greet Area
30’
CHOSEN FOODS
PROJECT 02 / 08
Product Samples
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PROJECT
DEF CON
03 / 08
Conference Branding
Def Con is the largest underground hacking conference that takes place annually in Las Vegas, Nevada. In order to stay true to hacker style, this conference takes an innovative, experimental approach and reflects on the ambiguity surrounding this subculture. Def Con targets predominantly males, aged 20–45, attracting hackers, corporate IT professionals, and government agencies who all come to explore the latest in hacker discoveries. The conference theme was inspired by the hacker term, crypto or encryption. The use of patterns and layered design elements evoke a hidden, disguised feeling, as some hackers prefer to keep their identity anonymous throughout the conference. The logo was created out of a triangular pattern, which gives the conference a rigid, masculine feel. The typeface, Audimat, was used to communicate the tech personality
BRIE WITKO
of the event. The grid and type components combine to give the conference a bold, austere appearance, while the red and blue color palette bring a spark to the otherwise simple, monochromatic brand. The triangular layered graphic elements and color provide a new look for Def Con 26. The website is pleasantly simple and the photography treatment unifies the color palettes. The brand voice is bold and strong, a statement for this subculture that typically flies under the radar.
DEF CON
KEY WORDS
PROJECT 03 / 08
PROFESSORS
TECHNICAL / CREATIVE / CLEVER/ REBELLIOUS/ ENIGMATIC
Sean Bacon, Bradford Prairie
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DEF CON
PROJECT 03 / 08
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DEF CON
PROJECT 03 / 08
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My hands are an extension of the thinking process the creative process.
- TADAO ANDO
PROJECT
SAIKO SAKE
04 / 08
Illustrative Packaging Design
Saiko Sake is an Americanized sake label inspired by a story from ancient Japanese mythology. The storm God, Susanoo, was banished from heaven by his sister Amaterasu to the province of Idzumo. While on earth, Susanoo proves his worthiness by rescuing a man’s last surviving daughter from her fate of being sacrificed to an eight-headed dragon. Susanoo instructs the man to brew eight-fold sake, to make eight cupboards and in each of them set a tub filled with sake. The dragon consumed the sake and drifts into a drunken stupor. Then Susanoo drew a ten-span sword and chopped the serpent into pieces, finding a sword in the dragon’s tail to present to his sister as a reconciliation gift, and rescuing her from an almost certain fate. Storytelling gives life to brands and takes the consumer on a journey they yearn to experience. Saiko Sake is defined by its humanistic storytelling and illustrative style. Saiko Sake targets men ages 25 - 40 and challenges their audience to unleash imagination and embark upon an adventure.
To communicate the modern style of the brand, I kept the logo simple and modified it in a way that makes Saiko, meaning the greatest, easier to pronounce. The typeface, Tungsten, evokes trust and authenticity. The label is embedded in the waves and interacts with the illustration. This elegant and playful interaction is catchy and differentiates Saiko as not only a unique americanized sake brand, but also an illustrative label. To embellish special editions and limited releases, abstract tissue paper decorates the bottle, providing spunk, an air of exclusivity and flair. The bottle tag concisely describes the sake flavor and is illustrated as an engaging infographic, to quickly summarize information about the product. The brand passionately evokes trust, and invites consumers to be bold, daring and different.
SAIKO SAKE
KEY WORDS
PROJECT 04 / 08
ART DIRECTION
ILLUSTRATIVE / ABSTRACT / ARTISTIC / CONCEPTUAL Sean Bacon, Bradford Prairie
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SAIKO SAKE
PROJECT 04 / 08
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PROJECT
A LA MODE
05 / 08
Editorial Design
A la Mode is a fashion, music and lifestyle magazine based out of Los Angeles, California. A la Mode is shaped by the local community and takes an avant-garde approach. The publication targets hip, young, readers ages 16–30 who appreciate great design, fashion, and music. To keep their audience engaged and excited, A la Mode issues vary both typography and photographic styles. Expressive typefaces are used to communicate energetic attitude and personality. Featured photography by Nick Fancher illuminates spreads with vibrant colors and dark monochromatic tones. The typeface used for the body copy, Archer, reels the brand back from its sometimes wild type choices, contributing a balanced temperament.
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This publication is punctuated by typographic versatility and colorful, saturated photography. With a consistent, bold masthead the magazine decidedly stands out on the crowded rack. The editorial brand is a quintessential representation of its name with stylistic design trends marked by spontaneity and energy.
A LA MODE
KEY WORDS
PROJECT 05 / 08
PROFESSORS
EXPRESSIVE / RETRO / ENERGETIC /SPONTANEOUS / COLORFUL
Sean Bacon, Bradford Prairie
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A LA MODE
PROJECT 05 / 08
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A LA MODE
PROJECT 05 / 08
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PROJECT
VERVE
06 / 08
Packaging Design
Verve is a high-end nootropic beverage that is proven to give your mind an extra boost. “Nootropics” are known as smart drugs and natural supplements that aid cognitive function and repair. The word comes from a Greek word, “nous” meaning “mind” and “trepein” meaning “bend.” This directly applies to Verve’s target market of ambitious, hardworking individuals ages 25–40 who are interested in “neurohacking” or prompting their mind and body for better performance. Verve’s numbering system supports the systematic use of the brand. The font Rails was used for the numbers and logo to give Verve a technical feel. Gotham communicates the brand’s functional benefits in a straightforward, utilitarian way.
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Verve is marked by the use of colorful bottle packaging and systematic numbering to distinguish the brand’s architecture. Small frosted glass bottles serve to communicate potency and quality. These functional, distinct elements make it easy for consumers who are drawn to simplicity in a world that never slows down.
VERVE
KEY WORDS
PROJECT 06 / 08
PROFESSORS
FUNCTIONAL / CLEAN / SIMPLE / EXPERIMENTAL
Min Choi
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VERVE
PROJECT 06 / 08
NA M I NG The naming of a new nootropic beverage was strategically approached. A majority of similar beverages and supplements on the market revolve around the brain and how it functions. To differentiate itself the brand voice needs to elicit energy, but also composure. It should be a playful, more ambiguous name that suggests energy while remaining sophisticated. To capture the attention of ambitious, hard working professionals, the brand’s goal is aimed at bettering the performance of the mind and body.
Competing Brands Alpha Brain Mind Lab Sonic Neuro Cocotropic Focus Aid Brain Lift
Awaken Nootrostax Nootrobox Noomind Qualia TruBrain
Meaningful: Embodies the energy of the brand and conveys intelligence and trust.
Distinctive: Unique, rarely used name is needed to make the brand identifiable. It should roll off the tongue and feels energetic while pronouncing it.
Future-oriented: Name has the potential for future changes and growth supporting flexible brand architecture and meaning. Modular: Select a name that makes brand extension spin-off easy.
Protectable: Domain available or if a domain is already taken and it is not Nootropic brand, use a tagline for website as an option.
Visual: Needs to work well as a logo to communicate both simplicity and style.
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VERVE
PROJECT 06 / 08
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PROJECT
MUSEUM OF PHOTOGRAPHIC ARTS
07 / 08
Enviormental Design
The Museum of Photographic Arts in San Diego, California is known for its diverse curation of photographs. For the winter exhibit of 2017, MOPA wanted a fresh look for their youth exhibit and chose the theme Boundaries. This theme challenged youth from around San Diego to submit photographs based on how they interpreted emotional and physical boundaries. This exhibit was focused on a demographic of children and young adults, ages 8–22, in San Diego. Boundaries was distinguished by a bright, CMYK based color palette to reflect energy and youth. The typeface, Gotham, was used for the logo, with deconstructed letterforms that broke the boundaries of letters. Geometric shapes, gradients, and lines were added to break square images and push the boundaries of two-dimensional forms. MOPA also wanted to add a divider in the middle of the exhibition space to feature
more photography and interactive components. To solve this problem, a self-supporting S-shaped divider was designed and swiveling panels were attached to showcase more photography. Vinyl shapes were applied on both sides of the divider wall to keep it cohesive with the rest of the exhibit. MOPA’s director thought the youth exhibit was the freshest design that had ever been done at the museum. The vigorous colors popped off the wall and children enjoyed the interactive, swiveling panels. The deconstructed logo, vibrant colors, and interactive divider pushed the limits of anything MOPA had ever done before, which, in turn, pushed the boundaries of MOPA’s brand.
MOPA
KEY WORDS
PROJECT 07 / 08
ART DIRECTION
YOUTHFUL / DYNAMIC / MODERN / BRIGHT / CLEAN Jason Alfonso
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CLIENT // MOPA PROJEC T // MO PA Divid er Wa ll I N T EN T // Elevat i on Layout R EV ISION // J u ly 8 t h , 2 0 1 7 M AT ER I A L S // Ply wood M i r ror Plex i g las V i ny l COLORS // # E E 3 78 3 #FEBD1B #CADC4E # 0 DA B DA #8A3B96
SEL F STA N DI N G DI VI DER WA L L SW I VERL I N G PA N EL S VI N Y L SHA PES VI N Y L Q U OTES M I RROR I N TERACTI VE
MOPA
PROJECT 07 / 08
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8’
8’
8’
8’
5.5’ A
21.5’
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MOPA
PROJECT 07 / 08
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MOPA
PROJECT 07 / 08
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PROJECT
LA MOUFETTE
08 / 08
Restaurant Branding
New York City has many French restaurants, but none as unique as La Moufette. What sets La Moufette apart is its educational French experience—patrons can choose to book a private dining event with a sommelier or cheese monger in La Moufette’s formargerie. By focusing on fine dining and gastronomy, La Moufette evokes French sophistication, yet invites patrons to pursue cultural understanding. The restaurant targets upper-middle class foodies, ages 25–40. For typography, I chose to work with Neutraface and ITC Stoclet. Neutraface gives the brand a vintage feel and ITC Stoclet adds an Art Nouveau touch. These combined typefaces emanate a sophisticated, yet hospitable vibe. La Moufette’s name, logo and color palette is influenced by The Skunk, a book by Mac Barnett and Patrick McDonnell. The pairing of a man in a tuxedo and a skunk, inspired the black and white juxtaposed concept.
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La Moufette’s limited color palette keeps the brand elegant and chic. The website is user-friendly and entices customers with excellent food photography promoting online reservations. La Moufette is an attractive brand that keeps it simple by inspiring customers to discover and learn more about all things French.
LA MOUFETTE
KEY WORDS
PROJECT 08 / 08
PROFESSORS
ELEGANT / CURIOUS / TASTEFUL / MINIMAL / CHIC / INFORMATIVE Sean Bacon, Bradford Prairie
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LA MOUFETTE
DI F F E R E N T I AT ION
Le Parisian is your neighborhood bistro and proves to be a successful lunch spot in the financial district of New York City. La Parisian’s clean website makes navigation effortless and online ordering smooth. The native French owners share their story of leaving their jobs as top French chefs to open a small bistro in order to better share their passion for food. This quaint lunch spot gets busy during lunch hours, as its compelling story connects well with customers. La Moufette differentiates itself by offering a slightly more exclusive approach and captivates customers by their curiosity to know more about cheese and wine.
As a highly rated French Bistro with a good community vibe, Lucien’s brand is warm and friendly. However, its website is a little dated and hard to navigate. Lucien’s identity seems to fade, due to font and logo changes throughout the brand. Lucien’s interior is casual and homey, decorated with photos of visiting customers. La Moufette distinguishes itself as a more refined eatery without being overly pretentious. Lucien’s emphasis on community does compete with La Moufette’s drive to engage customers with knowledge, but they both interact with their appeal to audiences in their own respective ways.
Benoit’s excellent branding proves to be serious competition. Its choice in colors of red, white, and blue pays homage to France and provides an authentic feel. The user experience created in the website promotes easy navigation. However, Benoit lacks La Moufette’s competitive advantage of being a degustation.
M IS S ION S TAT E M E N T La Moufette supports the tasting of various foods in a lively French atmosphere and promotes the education of French culture.
V IS ION S TAT E M E N T To be the most recognized restaurant and bring authentic French eating experiences to your neighborhood.
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LA MOUFETTE
PROJECT 08 / 08
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LA MOUFETTE
PROJECT 08 / 08
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FRENCH RESTAURANT
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DAZE
SYN APS
Gourmet French Cuisine Japanese Beer Company Vitamin Supplies
Music Festival Parisian Eatery Women’s Spiritual Retreat
LOGOSPREAD
MOSHI MOSHI
PROJECT / VARIOUS
CANNES
Scientist at ZeroFOX
Vegan Sushi Restaurant Art Supply Store Publishing Company
MIKE RAGGO
Cannes Film Festival International Hacking Conference Wholesale Persian Textiles
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THANKS To my instructors Sean Bacon, Bradford Prairie, Min Choi, Candice Lopez, Jason Alfonso, Norman Ramos for the guidance, support and inspiration. To Amanda, Joan, Justine and Ed for all the encouragement. To my best of friends Tori, Regina, Allen, Breanne, Chelsea, Jess, Esther, Saretta for their support, patience, and listening ears.