wonder ?
b
y
e
yes
3
no
in case of loss, please return to
reward
$$$ Good Feelings Other:
g
o
o
d
wonder?
g
o
o
d
b
yes
y
e
no
g
o
o
d
wonder ?
yes
.005
b
y
e
.006
.007
.008
.009
.010
.011
7
no
.001
.002
.003
.004
case guide case number
title
page range
description
.0 01
SAINT FR ANCIS RIVER
12 – 27
A Paper Compa ny is Bor n
.002
l a g u nitas
2 8 – 37
A St ra nge Beer Redesig n
.003
h y p n o sis
3 8 – 51
Met hods of S el f Hy pnosis
.004
b i g e l o w tea
52 – 6 3
A Di f ferent Point of View on Tea
.005
toothbrush
6 4 –77
Miswa ks a nd Plastic Debate
.006
p o l ar o i d
78 – 8 9
Picture Per fect Home Decor
.007
S a lt
9 0 –10 3
A Classic S a iling Convention
.008
hozjo
10 4 –117
T he Navajo S el l Paper
.009
pa b st
118 –131
A n Old Beer Cheer s Up
. 010
arr o w
132 –161
One Store, Ma ny Stor ies
. 0 11
logos
162 –167
A Col lection of Measurements
g
o
o
d
k r i s t e n
h a f f
portfolio
wonder ?
b
y
e
yes
9
no
concept notes
c u ri o si t y t r a n s f o rm s t h e w o rl d f r o m o rd in a ry t o e x t r a o rd in a ry. a lway s b e a s t o ni s h e d at w h at e a c h d ay h o l d s . e v e n in t h e m u n d a n e , t h e re a re d e l i c a c ie s a n d s ec re t s w e m u s t c o n tinue to lo o k fo r. f ro m dis c a rd ed ticke t s a nd reciep t s, to t he d elicio us h a nd l e t t erin g o n o l d s t o re f r o n t s , t hin g s w e mi g h t ne v e r gi v e a s ec o n d g l a n c e h o l d a ri c h s t o ry w e s o o f t en mis s . a lway s b e c u ri o u s , nu r t u re t h at s e n s e o f aw e w e c a me w i t h a s c hil d re n . w i t h t h e s e e y e s t h e w o r l d h o l d s o n ly m y s t e r y a n d
s t r a n g e b e a u t y. s t ri v e t o m a r v e l . g a z e
o p enm o u t he d. l o o k f o r j e w e l s in d u s t a n d f o o t p rin t s . t his way o u r d re a m s a re re a l iz e d. quote
icon
“Wonder, rather than doubt, is the root of all knowledge” –Abraham Heschel
g
o
o
d
wonder ?
saint francis river
///
yes
date
class
Fa l l 2 0 0 8
Graphic Desig n 2
< >
c a s e .001 case title
class number
S a int Fra ncis R iver Paper Co.
GR 327
objective
A fi c titio us pa per c o mpa n y n a med S ain t F r a n cis Riv er wa s d r aw n f ro m a h at. T he a s signmen t g i v e n wa s t o c re at e a c o m p l e t e i d e n t i t y f o r t h e c o m pa n y, a l o n g w i t h c r e at i n g a s e t o f t h r e e s wat c h c a r d c o v e r s . A f t e r t h e i d e n t i t y wa s c o m p l e t e , t h e a s s i g m e n t t r a n s l at e d in t o d e s i g n in g a pa r t y f o r t h e c o m pa n y, in c l u d i n g p o s t e r s , i n v i tat i o n s , a n d g i v e away s . A ri c h s t o ry h a d t o b e c re at e d a b o u t t h e c o m pa n y in o rd e r t o b eg in c o n c e p t in g . B e f o re any design was allowed, a historic paper had to be writ ten about the c ompany â&#x20AC;&#x2122;s b a c kg r o u n d a n d o w n e r s . F r o m t h i s s t o r y m a n y i d e a s a n d m y s t e r y s e v o lv e d . T h e g r o u p wa s en c o u r a g e d t o d i g d ee p in t o f o un d t y p o g r a p h y at f l e a m a rk e t s a n d o l d b o o k s h o p s . F ro m t hese find s a be au t if ul n a rr at i v e d e v elo p e d, a nd S a in t F r a n cis Ri v e r Pa p e r eme rg e d.
instructor
typefaces
Ma x Spector
Misc. Wood block Ty pe, Bodoni, G ot ha m, Rosewood
remarks
portfolio
deliverables
Identit y, Business System, Swatchbook Cover s, Adver tisement , I nvitation, P romotiona l Item, Giveaway
genre
Identit y Print
k r i s t e n
h a f f
Packaging
b
y
e
13
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
saint francis river
///
wonder ?
b
y
e
yes
k r i s t e n
h a f f
portfolio
< >
saint francis river
///
wonder ?
b
y
e
yes
19
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
saint francis river
///
wonder ?
b
y
e
yes
21
no
g
o
o
d
23
no
g
o
o
d
k r i s t e n
h a f f
portfolio
wonder ?
b
y
e
yes
25
no
g
o
o
d
wonder ?
jones street
yes
b
y
e
27
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
l a g u n i ta s
///
wonder ?
b
y
e
yes
29
no
c a s e .002 date
class
Spring 20 09
Packaging 3
case title
class number
Lagunitas Beer Redesign
GR 370
objective
t o c r e at e s o m e t h i n g b e a u t i f u l t h at a l r e a d y e x i s t s i n a n o t h e r f o r m . a b e e r c o m p a n y w a s c h o s e n f o r a r e d e s i g n . a l l a s p e c t s o f t h e pa c k a g i n g w e r e t o b e c o n s i d e r e d , f r o m t h e b o t t l e t o t h e c a r ri e r . a s t r o n g c o n c e p t h a d t o b e d e v e l o p e d i n o r d e r t o c r e at e a ri c h s t o r y a b o u t t h e b e e r . t ri p s t o t h e b re w e r y a n d in t e r v ie w s w i t h t h e o w n e r h e l p e d influence the design direction. af ter many odd moments with the owners d o g, and k e y re f e re n c e s t o t h e l i t t l e r a s c a l s a n d t h e s u r r e a l i s t m o v e m e n t, a n i d e a d e v e l o p e d. the customers were alre ady being asked to look be yond the beer, and se arch for d e e p e r m e a nin g , t h r o u g h c r y p t i c s t o rie s o n t h e c u rre n t pa c k a g in g . b y c re at in g a v i s u a l c o n u n d ru m o n t h e b o t t l e s a n d c a r rie r t h i s c o n c e p t wa s p u s h e d t o a n e w l e v e l . deliverables
4 Beer Bott les, A lter nate Beer Bott le, Ca n, Beer Ca r r ying Case instructor
typefaces
Tom McNu lty
Trade G ot hic, OCR , Dots, Bodoni Poster
remarks
genre
Identit y Print Packaging
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
l a g u n i ta s
///
wonder ?
b
y
e
yes
33
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
l a g u n i ta s
///
wonder ?
b
y
e
yes
35
no
g
o
o
d
wonder ?
k r i s t e n
h a f f
portfolio
< >
project title ///
yes
INDIAN PALE ALE f o u r 16 f l . o z . b o t t l e s
b
y
e
37
no
g
o
o
d
wonder ?
yes
Ty pog raphy 3
hypnosis
class
Spr ing 2 0 0 9
< >
date
///
c a s e .003 case title
class number
A Study of S el f Hy pnosis
GR 3 3 0
objective
t o c r e a t e a p r o m o t i o n a l k i t f o r a s p e c i f i c t y p e f o u n d r y, i n t h i s i n s t a n c e f o u n t a i n t y p e . t h e p r o m o t i o n a l k i t c o n s i s t e d o f a b o o k o f 2 pa r t s , a l a r e p o s t e r , a n d a c d w i t h p a c k a g i n g . a l l e l e m e n t s w e r e t o m e a n t t o e x p l o r e t h e c h o s e n t y p e fa c e t h r o u g h a c o n c e p t d ri v e n d e s i g n . t h e b o o k s h o w c a s e d t h e t y p e fa c e s s t y l e s a n d c h a r a c t e ri s t i c s , w hil e e x p l a inin g t he c o n c e p t. t he sec o n d h a l f wa s a t y p e s p ecime n s ec t i o n, s h o w in g a l l w e i g h t s a n d fa m i l i e s o f t h e t y p e fa c e . e x p e ri m e n ta l t y p e w a s e n c o u r a g e d t o r e i n f o r c e t h e m o o d. a l a r g e p o s t e r wa s t h e n d e s i g n e d f o l l o w i n g t h e b o o k , a n d a c d i n t e n d e d t o a c c o m pa n y t h e b o o k a l s o n e e d e d t o b e d e s i g n e d a l o n g w i t h t h e a p p r o p ri at e pa c k a g in g . e v e r y a s p e c t o f t h i s p r o j e c t w a s c a r e f u l ly c o n s i d e r e d t o c r e at e a s p e c i f i c f e e l i n g .
instructor
typefaces
A r iel Grey
Monolit h, Vendetta
remarks
portfolio
deliverables
Paper P romotion Book, Ty peface Specimen Book, CD Cover a nd Packa g ing, P romotiona l Poster
genre
Identit y Print
k r i s t e n
h a f f
Packaging
b
y
e
39
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
hypnosis
///
wonder ?
b
y
e
yes
43
no
g
o
o
d
45
no
g
o
o
d
wonder ?
b
y
e
yes
47
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
hypnosis
///
wonder ?
b
y
e
yes
51
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
bigelow
///
wonder ?
b
y
e
yes
53
no
c a s e .004 date
class
Spring 20 09
Packaging 2
case title
class number
Bigelow Tea Redesign - 2 Parts
GR 32 2
objective
to c re at e t w o dif f eren t d esigns fo r o ne p ro d u c t. bigelo w t e a wa s ch o sen to be repa ck aged f o r t w o d if f e re n t ta r g e t au d ie n c e s : a n u p s c a l e g o u rm e t s t o re , a n d a l o w e r e n d re ta il sto re. T he up s c a l e d esig n p ushed fo r in t erestin g st ru c t ure a nd m o d ern d esig n, w hil e t he l o w e n d v e r s i o n h a d t o b e c o n s i d e re d f o r m a s s q ua n t i t y p r o d u c t i o n w hil e s t il l h av in g v isua l a p p e a l . t he pa c k a gin g ne e d e d t o a p p r o p ri at e ly re f l ec t w h at wa s b ein g s o l d. B o t h c on cep t s ha d to c ompliment one another, while bein g able to stand on their own a s a unique p ro d u c t. c o m p l e t e b a c kg ro un d his t o ry o f t he c o m pa n y, ta r g e t aud ien c e , a n d c o m p e t i t o rs h a d t o b e re s e a r c h e d a l o n g w i t h m a n y s t o re au d i t s . a f t e r m a n y ni g h t s o f s t e e p in g a n d c o un t l es s cup s o f t e a , bigelo w h a d a f resh ne w fa ce t h at rem ained t rue to it â&#x20AC;&#x2122; s philo s o ph y. deliverables
4 Beer Bott les, A lter nate Beer Bott le, Ca n, Beer Ca r r ying Case instructor
typefaces
Pau l K a g iwada
G ot ha m, A rcher, G ot ha m Condensed, AT S acker s
remarks
genre
Identit y Print Packaging
g
o
o
d
yes
< >
bigelow
///
wonder ?
b
y
e
57
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
bigelow
///
wonder ?
b
y
e
yes
59
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
bigelow
///
wonder ?
b
y
e
yes
61
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
bigelow
///
wonder ?
b
y
e
yes
63
no
g
o
o
d
wonder ?
toothbrush ///
yes
date
class
Fa l l 2 0 0 9
P r int 2
< >
c a s e .005 case title
class number
R 3 Toot h br ush Redesig n
GR 4 25
objective
w h at h a p p en s t o s o me t hin g w hen w e t h r o w i t away ? s o me t hin g a s sm a l l a s a t o o t h rb rush c a n h av e a e n o r m o u s i m pa c t o n o u r e n v i r o n m e n t. m a n y s m a l l , s e e m i n g ly u n i m p o r ta n t o b jec t s, c oul d benefit f ro m a m a j o r redesign. wh y h a snâ&#x20AC;&#x2122; t t he to ot hbrush ch a n ged, kn owin g w h at w e kn o w to day a b o u t p l a sti c ? r3 is a c o mpa n y fo c used o n g e t tin g p eo p l e t o a sk t hese questio ns a b ou t w h at t he y bu y a nd w h y. t his cl a s s fo rced us to re- e x a mine p ro du c t s in our d a ily l i v es , a n d t o re d esi g n t hem in a m a nne r m o re a p p r o p ri at e f o r o u r d ay a n d a g e . ne w designs fo r prin t ers, bikes, ligh t bulb s, a nd sh a mp o o a ll were c a refully c onsidered. we a re resp onsible fo r t he wo rl d a round us, we hav e been taugh t to t hink c a refully. a s designers, o u r w o rk c a n e x t e n d t o o u r l if e a r o u n d u s , w h y n o t w o rk t o c h a n g e i t f o r t h e b e t t e r ?
portfolio
deliverables
R 3 Book, 2 Poster s Showcasing Redesig n instructor
typefaces
Tom Sieu
G ot ha m Rounded
remarks
genre
Identit y Print
k r i s t e n
h a f f
Packaging
b
y
e
65
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
toothbrush ///
wonder ?
b
y
e
yes
69
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
toothbrush ///
wonder ?
b
y
e
yes
71
no
g
o
o
d
< >
project title ///
wonder ?
b
y
e
yes
73
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
toothbrush ///
wonder ?
b
y
e
yes
75
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
project title ///
wonder ?
b
y
e
yes
77
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
polaroid
///
wonder ?
b
y
e
yes
79
no
c a s e .006 date
class
Fall 20 09
Packaging 3
case title
class number
Polaroid Home Appliance Line
GR 370
objective
b r a n d s o f t e n e x t e n d b e y o n d t h e i r m a i n f o c u s . t o k n o w a b r a n d i s t o u n d e r s ta n d t h e at t ribu t es a nd f eelin g s behind t hem. t his p ro jec t â&#x20AC;&#x2122; s g o a l wa s t o ta ke a c o mpa n y c urren t ly kn o w n fo r o ne s p ecifi c p ro d u c t, a nd re direc t i t t o wa rd s h o me a p p lia n c es . if f e rr a ri m a d e bl end e rs , h o w w o ul d t he y lo o k? in t his c a se, if p o l a ro id m a d e a f ren c h p res s , w h at w o ul d it lo ok like, a nd w h at kind o f pack agin g woul d it g o in ? n ot o nly did pack age st ru c t ure h av e t o b e c o n sid e re d, t he p r o d u c t s t he m s e lv e s h a d t o b e c a re f ul ly s e l ec t e d t o m a k e su re t o m a in ta in b r a nd eq ui t y. e v e ry el emen t o f t his p ro jec t h a d t o reinfo r c e a s p ecifi c b r a nd, in a ne w lig h t. p o l a roid h a s a v ery st ro n g lo o k a nd f eel , a nd a v ery sp ecifi c ta rg e t audien c e. a l l a s p e c t s w e re c a re f u l ly c o n s id e re d a s t h e p o l a r o id h o m e a p p l i a n c e l in e d e v e l o p e d. deliverables
Packa g ing for 5 Di f ferent Applia nces instructor
typefaces
Tom McNu lty
I T C Luba lin Graph, Trade G ot hic,
remarks
genre
Identit y Print Packaging
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
polaroid
///
wonder ?
b
y
e
yes
83
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
polaroid
///
wonder ?
b
y
e
yes
85
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
polaroid
///
wonder ?
b
y
e
yes
87
no
g
o
o
d
wonder ?
b
y
e
yes
89
no
g
o
o
d
wonder ?
yes
Graphic Desig n 3
s a lt
class
Fa l l 2 0 0 8
< >
date
///
c a s e .007 case title
class number
S a ltâ&#x20AC;&#x201C;A Cla ssic S a iling Ship Convention
GR 3 6 0
objective
a f i c t i t i o u s s a il in g c o n v e n t i o n c o n s i s t in g o f a l l w o o d e n c l a s s i c s a i l i n g s h i p s wa s s e t i n s a n f r a n c i s c o at t h e h y d e s t r e e t p i e r . t h e c o n v e n t i o n w a s n a m e d s a lt a s m o s t o f t h e s h i p s f e at u r e d s a i l e d o n s a lt wat e r b e c a u s e o f t h e i r m a s s i v e s i z e . m a p s h a d t o b e m a d e , en v ir o nmen t sh o t s ren d e re d, a n d a c o m p l i c at e d sy s t e m o f d e si g n c re at e d. a w h o l e c onvention had to be pl anned before any actual design c ould take pl ace, a de tailed s chedule ou t lined, a nd e v en t s b o oked. n ot o nly wa s t he e v en t o rn at e, t he c o n cep t a nd d esign behind i t h a d t o b e a s w el l . t he c o n c e p t h a d t o b e a p p l ie d t o a l l c o l l at e r a l a n d p ul l e d t h r o u g h t o a l l o f t he m a n y el emen t s . w hen at l a s t i t see me d a l l re s o u r c e s w e re e x h au s t e d, s a lt finally a rriv ed at t he sh o re. t he o ce an c an t e ach you t hin g s you c anâ&#x20AC;&#x2122; t le a rn an y where else.
instructor
typefaces
Nicole F lores
G ot ha m, Ha nd L etter ing, Va r ious Wood block Ty pe
remarks
portfolio
deliverables
L ogo, Ticket , Brochure, Na meta g, I nvite, 4 Poster s, Giveaway, 3 Website Pa ges, Environment Shots
genre
Identit y Print
k r i s t e n
h a f f
Packaging
b
y
e
91
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
s a lt
///
wonder ?
b
y
e
yes
95
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
s a lt
///
wonder ?
b
y
e
yes
97
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
s a lt
///
wonder ?
b
y
e
yes
99
no
g
o
o
d
k r i s t e n
back
b
y
e
h a f f
portfolio
< >
s a lt
///
wonder ? yes
front
front
back
101
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
s a lt
///
wonder ?
b
y
e
yes
103
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
hozjo
///
wonder ?
b
y
e
yes
105
no
c a s e .008 date
class
Spring 2010
Typography 4
case title
class number
Hozjo â&#x20AC;&#x201C;A Mohawk Paper Promotion
GR 4 3 4
objective
pa p er c o mpa nies a d v er tise t o busines ses by sendin g o u t s a mp l es o f t heir w o rk . o ne way t o d o t his is to c re at e a b o o k sh o w c a sin g t he dif f eren t st y l es o f pa per a nd t est s o f h o w t he y ac cep t dif feren t prin tin g me t h o d s. t his wa s t he pro jec t a s signed, to cre at e c o n cep t d riv en pa p er p ro m o tio n a l fo r m o h aw k pa p ers . in c lud ed in t he d esig n wa s a se t o f 24 swat c h c a rd s showc a sin g the dif ferent weigh t s and c olo rs o f the pa per. alon g with the swatch c a rd s and holder, a website was also designed. the paper chosen was nava jo by mohawk, and the c oncep t bec a me a n e x plo r atio n o f t he n ava j o india ns a nd t heir n ativ e cult ure. by st udy in g t he ri ch his t o ry o f t he n ava j o, a v isua l n a rr at i v e d e v elo p e d a n d wa s a bl e t o d ri v e t he c re at i o n o f a b o o k . t he use o f e x p e rimen ta l t y p e wa s en c o ur a g e d t o a p p ro p ri at ely m at c h t he p ro jec t. deliverables
Paper P romotiona l Book, 2 4 Swatch Ca rds, Swatch Ca rd Holder, 3 Website Pa ges instructor
typefaces
A r iel Grey
Vendetta , Ocu la r
remarks
genre
Identit y Print Packaging
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
hozjo
///
wonder ?
b
y
e
yes
109
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
hozjo
///
wonder ?
b
y
e
yes
111
no
g
o
o
d
wonder ?
b
y
e
yes
113
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
hozjo
///
wonder ?
b
y
e
yes
115
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
hozjo
///
wonder ?
b
y
e
yes
117
no
g
o
o
d
wonder ?
yes
Identity 2
pa b s t
class
Fa l l 2 0 0 9
< >
date
///
c a s e .009 case title
class number
Pa bst Beer Redesig n
GR 3 6 5
objective
t o re b r a n d a c o m pa n y in ne e d o f a f re sh fa c e . w e w e re e n c o u r a g e d t o c h o o s e a c o m pa n y t h at w e w e re in t e re s t e d in a n d h a d t h e p o t e n t i a l f o r a u p g r a d e . pa b s t b lu e rib b o n h a s a c u lt f o l l o w i n g , a n d t h e i r l a b e l h a s n e v e r b e e n t o u c h e d. pa b s t h a s a u n i q u e h i s t o r y a n d a n in t e re s t in g fa n b a s e , m a kin g i t a n e x c i t in g c o m pa n y t o re b r a n d. d r aw in g o n t h e fa i t h f ul nes s o f i t â&#x20AC;&#x2122; s f o l lo w e rs , a uni q ue c o n c e p t t o d e v elo p, re v o lv in g a r o un d re d nec ks , h i p s t e r s , a n d t h o s e w h o h o l d c h e a p b e e r d e a r t o t h e i r h e a r t s . i n o r d e r t o m a i n ta i n c o n s i s t e n c y w i t h t h e b r a n d, a m a n u a l h a d t o b e c r e at e d o u t l i n i n g a l l o f t h e u s e s a n d sp ecifi c s, su ch a s c o lo r, t y p efa ces, e t c. a lo n g wit h t he m a nua l , w eb sit e, a nd a p p li c atio ns, e v en t he beer c a n wa s red esigned. t he result wa s a br a nd ne w lo ok fo r a 10 0 y e a r o l d beer.
instructor
typefaces
Todd Hedg pet h
G ot ha m, Ha nd Ca ncel led, K nockout , Monoline
remarks
portfolio
deliverables
L ogo, Sta nda rds Ma nua l, Applications, 3 Fina l Applications, 3 Website Pa ges
genre
Identit y Print
k r i s t e n
h a f f
Packaging
b
y
e
119
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
pa b s t
///
wonder ?
b
y
e
yes
123
no
g
o
o
d
wonder ?
b
y
e
yes
125
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
pa b s t
///
wonder ?
b
y
e
yes
127
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
pa b s t
///
wonder ?
b
y
e
yes
129
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
arrow
///
wonder ?
b
y
e
yes
131
no
c a s e .010 date
class
Spring 2010
Packaging 4
case title
class number
Arrow
GR 4 3 4
objective
t o d e s i g n a s t o r e b e i n g o p e n e d b y ta r g e t t o c o m p e t e w i t h w i l l i a m s s o n o m a a n d c r at e a n d b a r re l . n o t o n ly d o e s t h e s t o re n e e d t o h av e a p e r s o n a l i d e n t i t y, i t a l s o n e e d s t o b e a b l e t o c r e at e u n i q u e s u b b r a n d s a n d d i v i s i o n s . w e w e r e i n t r o d u c e d t o t h e i d e a o f a h o u s e o f b r a n d s a n d a b r a n d e d h o u s e , a n d t h e way t h e s e at t r a c t e d d i f f e re n t ta r g e t a u d i e n c e s . n o t o n ly w o u l d t h e p a c k a g i n g b e l o v e ly, t h e p r o d u c t s t h e m s e lv e s h a d t o r e f l e c t a c e r ta i n p e r s o n a l i t y. a r r o w w a s d i v i d e d i n t o p a r t s , a r r o w p r o d u c t s , a n d 4 o t h e r s u b b r a n d s : F e at h e r , a r m o u r , n a c k s , a n d s ta r t u p. e a c h s u b b r a n d a p p e a l e d t o d i f f e r e n t n i c h e m a r k e t s , m a k i n g t h e s t o r e m o r e d i v e r s i f i e d. t h i s w a s a g r o u p p r o j e c t c o n sis t in g o f a t e a m o f 4 : n o a h l o v e , c o u r t ne y b oy l e , s a l b a l l e s t e r o s , a n d k ris t e n h a f f. deliverables
Approx imately 75 -10 0 SKU â&#x20AC;&#x2122;s, enough to demonst rate a working store a nd itâ&#x20AC;&#x2122;s sepa rate bra nds. instructor
typefaces
Michael Osbor ne
Blender, G ot ha m, A r no, Tungsten, AT S acker s
remarks
genre
Identit y Print Packaging
g
o
o
d
wonder ?
yes
main Brand logo
descriptor
Arrow is the store containing both house of brands and branded house. instructor
class
Michael Osborne
Packaging 4
division
Branded House: Arrow Decor, Arrow Clean, Arrow Spices, Arrow Cakes House of Brands : Feather, StartUp, Nacks, Armour
house of brands
logo
Fe ather remarks
An extravagant linen and bath section of Arrow. Designed for the elite, this brand exudes luxur y and comfort.
logo
a rm o ur s ta nda rd remarks
Armour Standard showcases the finest in knives and cookware. Packaged in suede
logo
nacks remarks
Nacks is about making your home special. Designed to hold collections created by the
portfolio
and real wood, this line rises above.
h a f f
customer, they showcase ecclectic tastes.
logo
remarks
For the new homeowner, StartUp offers kits designed to get your new place up and running. Vaccum sealed, they never go stale.
b
y
e
k r i s t e n
s ta rtup
135
no
branded house
logo
arrow clean remarks
Not only do they look clean, their design is so fresh. Average priced cleaning products available to the detail oriented consumer.
logo
arrow spices remarks
Per fect measurements of spices make cooking easy, Arrow thinks outside of the box. Spice up your life.
logo
arrow cakes remarks
Beautiful design and beautiful food go hand in hand. Arrowâ&#x20AC;&#x2122;s cakes are so lovely, you may never open the box.
logo
arrow home decor remarks
Arrow Home Decor is straighfor ward and simple. Well designed, and useful. Medium priced for the smart shopper.
g
o
o
d
wonder ?
yes
logo
Fe ather remarks
An extravagant linen and bath section of Arrow. Designed for the elite, this brand
k r i s t e n
h a f f
portfolio
< >
arrow
///
exudes luxur y and comfort.
b
y
e
137
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
arrow ///
wonder ?
b
y
e
yes
k r i s t e n
h a f f
portfolio
< >
arrow
///
wonder ?
b
y
e
yes
141
no
logo
arrow spices remarks
Per fect measurements of spices make cooking easy, Arrow thinks outside of the box. Spice up your life.
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
arrow
///
wonder ?
b
y
e
yes
143
no
g
o
o
d
wonder ?
yes
logo
arrow home decor remarks
Arrow Home Decor is straighfor ward and simple. Well designed, and useful.
k r i s t e n
h a f f
portfolio
< >
arrow ///
Medium priced for the smart shopper.
b
y
e
145
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
arrow
///
wonder ?
b
y
e
yes
147
no
logo
s ta rtup remarks
For the new homeowner, StartUp offers kits designed to get your new place up and running. Vaccum sealed, they never go stale.
g
o
o
d
wonder ?
yes
logo
a rm o ur s ta nda rd remarks
Armour Standard showcases the finest in knives and cookware. Packaged in suede
k r i s t e n
h a f f
portfolio
< >
arrow
///
and real wood, this line rises above.
b
y
e
149
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
arrow
///
wonder ?
b
y
e
yes
151
no
g
o
o
d
wonder ?
b
y
e
yes
153
no
logo
arrow cakes remarks
Beautiful design and beautiful food go hand in hand. Arrowâ&#x20AC;&#x2122;s cakes are so lovely, you may never open the box.
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
project title ///
wonder ?
b
y
e
yes
155
no
g
o
o
d
wonder ?
yes
logo
arrow clean remarks
Not only do they look clean, their design is so fresh. Average priced cleaning products
k r i s t e n
h a f f
portfolio
< >
project title ///
available to the detail oriented consumer.
b
y
e
157
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
project title ///
wonder ?
b
y
e
yes
159
no
logo
nacks remarks
Nacks is about making your home special. Designed to hold collections created by the customer, they showcase ecclectic tastes.
g
o
o
d
wonder ?
yes
class
I n P rog ress
N /A
< >
date
logos
///
c a s e .011 case title
category
L ogos a nd Miscel la ny
Identity
objective
a c o l l ec tio n o f lo g o s d esigned durin g m y st udies at t he ac a d em y o f a rt. p resen t ed in c o lo r a n d b l a c k a n d w hi t e , t h e s e l o g o s a re d e si g n e d t o b e t h e s t r o n g e s t, sim p l e s t s tat e m e n t a b o u t a c o m p a n y. t h o u g h t h e y s e e m s i m p l e , e a c h d e s i g n i s l a b o r e d o v e r a n d d e e p ly re s e a r c h e d. a n y l o g o i s a v i ta l e l e m e n t o f a n i d e n t i t y, a n d m u s t e f f e c t i v e ly re p re s e n t w h at t he c o m pa n y v ie w s i t â&#x20AC;&#x2122; s c o re va lues t o be . t h o u g h sm a l l , t he y in t ro d u c e t he c o m pa n y t o t he p ub l i c , a n d w hen mee t in g t he p ub l i c , o ne mu s t l o o k s h a rp. deliverables
instructor
typefaces
N /A
N /A
remarks
genre
Identit y Print
portfolio
N /A
k r i s t e n
h a f f
Packaging
b
y
e
161
no
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
logos
///
wonder ?
b
y
e
yes
a.
d. b.
c.
163
no
a. d.
b. c.
g
o
o
d
k r i s t e n
h a f f
portfolio
< >
logos
///
wonder ?
b
y
e
yes
e.
h. f.
g.
165
no
e. h.
f. g.
g
o
o
d
k r i s t e n
h a f f
portfolio
wonder ?
b
y
e
yes
169
no
thank you
i owe you
mom and dad, brother and sister, aunties, c ousins, uncles,
$$$
g r a n d m a s , a n d p o p pa . m y a b s i n t h e fa m i ly. m y d e a r e s t f ri e n d s ,
Back Massage
e s p e c i a l ly c n o b b s 2, j e l ly, m a r c o, n o a h l o v e , t e e taw, pat sy a n d
Big Time
g o l dy lo c ks . t h a nk yo u ro o mies a n d guine a s . t h a nk yo u t e a c he rs
Beer and /or Shot
f o r a l l yo u r t im e a n d l o v e , t h a nk yo u m a ry, t h a nk yo u mi c h a e l ,
No Time, No Money
tom, ma x , rol and, and nic ole. thank you c offee, thank you
A Business Card
sunshine, t h a nk yo u bi c yc l e. t h a nk yo u fo g fo r keepin g me insid e
Super Burrito
w hen i wa n t e d t o g o o u t. t h a nk yo u s f.
Other:
g
o
o
d
wonder ?
yes
colophon designer
date
class number
Kristen Haff
Summer 2 010
GR 4 6 0
website
http: //www.kristenhaff.com
kristenhaff@ gmail.com
text stock
end sheets
printer
bindery
Environment 80 # Text
Canson
Progressive Solutions
The Key Binder y
camera
photography
Canon Rebel EOS
K r isten Ha f f, Noa h L ove, Tatum Ma ng us
software
Adobe Creative Suite C S 4 instructor
typefaces
Ma r y S cott
Trade G ot hic, Bodoni
school
difficulty level
Academy of Art University
Tough
79 New Montgomer y
Darn Hard
San Francisco, CA 94105
Impending Doom
copyright
Copyright Š 2010 All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Kristen Haff.
b
y
e