G Al l ri g h ts res e r v e d. N o p o r t i o n o f t h i s b o o k m a y be u se d o r re pro du c e d i n a n y m a n n e r w i t h o u t w r i t t e n per m i ssi o n .
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Guycorp
Brought To You By Guycorp 速
Copyright © 2013 All Rights Reserved. No Portion Of This Book May Be Used Or Reproduced In Any Manner Without Written Permission. Robert Guy Guycorp ® 949 230 0787 Robert@Guycorp.Com Guycorp.Co Academyofartuniversity 79 New Montgomery St. San Francisco Ca Course Senior Portfolio Course No. Gr 460 Course Director Mary Scott
TOC
PRJ.01 Kraftwerk PRJ.02 Wende Museum PRJ.03 Rum Diary PRJ.04 Schwinn PRJ.05 French Paper PRJ.06 FF Meta PRJ.07 Millennial Wine PRJ.08 Aero Store PRJ.09 Identities
Guycorp is a graphic commodities firm. In a world that is constrained we are here for the freaks in response to the fraud, the underbelly of corporate skin. Our goal is to strip away the artifice. Look beyond. Join the corps. 速
RG CEO
Brought to you by Guycorp 速
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Guycorp Brings You
PRJ.01 Hewho lay the bricks,will be followed.
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Because people are corporations too.
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Project Band Tour Book
Kraftwerk Tour Book Primary Choose an existing band or musician and develop a tour book for them. Solution This tour book’s concept was to maintain the classic distinctiveness of Kraftwerk, a German pioneer of electronic music in the 1970s, yet shedding light on the band’s revolutionary music and image from a modern perspective. By using their iconic pixel font, mixed with relative imagery and a slightly skewed green from their album Computer World, this piece can be examined in the modern era, supported by the inspirational imagery of their earlier work.
Course Print 01
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Instructor Troy Alders
Category Print / Model Making
Project: Kraftwerk Tour Book
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Guycorp Brings You
PRJ.02 Warning: Lethal, keep away from children.
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Because people are corporations too.
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Project Clock With Package
Wende Museum Clock Primary Create a promotional clock for an existing company. Solution During the cold war, the competition between American and Soviet technological prowess unfortunately resulted in the development of extensive weapon technology, establishing a state of mutual assured destruction. This Nixie Tube Clock and box was designed for The Wende Museum which preserves Cold War artifacts and history, making resources available and applying historical lessons of the past to the present. By leveraging styling of both the cathode-tube electrical display, and the minimalist box housing, the timepiece creates a sense of an ominous countdown. Its corrugated packaging, with monochromatic, bold type silkscreen, furthers the war surplus theme.
Course Package 03
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Instructor Thomas McNulty
Category Packaging / Model Making
Project: Wende Museum Clock
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Project: Wende Museum Clock
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LT S VO U T H O P IG E R M U H NG TTE YO TH I SE A A S U D T ES E W Y. S R E NO N L BL I T R CK A O U A U O H . D K RT C C L I C AL O C FO I R E H TH C L OM E C G ES W E H Y, L IS C TA ::T R LY TH D L G I T A L E A N VO I N U TI L D N I R C EN M B CE I G H AR C T E N H W G E PO A S S RIE N A ND E PE G O A R EX I N TO R E R K A O W CC
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Guycorp Brings You
PRJ.03 Life’s a beach, so drink up.
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Because people are corporations too.
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Project Movie Poster
The Rum Diary Poster Primary Create a poster for a movie or television show that pushes boundaries by going beyond the expected. Solution Originally a novel written by Hunter S. Thompson, The Rum Diary was reworked into a movie starring Johnny Depp. The poster aims to clearly deliver the underlying and edgy messages true to the original story, an honesty that critics claim the movie lacks. The poster simply portrays the partially consumed bottle and lit cigarette symbolizing that there is a story to tell. Thompsonâ&#x20AC;&#x2122;s Gonzo writing style blurs the line between fiction and non-fiction in an inebriated state. The title of the movie takes on the look of a newspaper headline inside the bottle of rum to symbolize the death of the newspaper company that Paul Kemp (Johnny Depp) works for by way of alcoholism and social decay.
Course Print 02
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Instructor Roland Young
Category Print / Photography
Project: The Rum Diary Poster
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PRJ.04 The greatest invention of all time.
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Because people are corporations too.
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Project Company Re-brand
Schwinn Bicycle Company Primary Tasked with choosing an already established identity, we had to re-vitalize this brand for a new day, making it much more accessible and attractive to a growing customer base. Solution Over the years, the classic American bike brand, Schwinn, has taken up residency in big box stores, losing its appeal alongside lesser quality and less imaginative brands. Schwinn was brought up to speed for an audience it was once intended for, avid cyclists passionate for well-made bikes.
Course Identity 02
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Instructor Todd Hedgepeth
Category Print
Project: Schwinn Bicycle Company
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schwinn After
Before
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Project: Schwinn Bicycle Company
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Guycorp Brings You
PRJ.05 Think inside the box.
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Because people are corporations too.
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Project Paper Line Promotion
French Paper Promotion Primary Choose a paper company and promote one of their products through an alternative marketing ploy. Solution French Paper’s Dur-O-Tone line is based off the classic “workhorse” papers such as butcher, newsprint, etc. As a metaphor for the paper’s strength, durability, and quality, shipping container repurposing is used as an image representing the qualities of the brand’s legacy.
Course Type 03
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Instructor Ariel Grey
Category Print
Project: French Paper Promotion
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Project: French Paper Promotion
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PRJ.06 Speak up and someone might hear you.
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Because people are corporations too.
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Project Typeface Promotion Book
FF Meta Typeface Promotion Primary Create an experimental Type Specimen and Promotional book for a font family that brings to life an unconventional concept. Solution FF Meta uniquely contains a variety of versions: Serif, Sans Serif, and Condensed. Its versatility is demonstrated by choosing four occupations of contrasting voices; Teacher, Newscaster, Doctor and Hair Dresser,allowing the type to do the talking.
Course Type 04
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Instructor Ariel Grey
Category Print
Project: FF Meta Typeface Promotion
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Guycorp Brings You
PRJ.07 It’s going to be a good year.
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Project Wine Label
Millennial Wine
Primary Trinchero Family Estates came to our class in search of a new wine label that appealed to the millennial generation. Our task was to choose names from a given list and create labels from a portfolio of trademarked names. Solution While still retaining classic components of a wine label, the designs for Wooden Barn and Hawk & Crow also appeal to the millennial generation. Using a modern graphic philosophy, yet maintaining an upscale reputation in order to appeal to a younger, trend-oriented demographic, Trinchero Family Estatesâ&#x20AC;&#x2122; search proved successful, as Hawk & Crow label was selected for production and can now be found on the shelves of your nearest BevMo!
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Instructor Thomas McNulty
Category Packaging
Project: Millennial Wine
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Contains Sulfites
750 ml
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St. Helena, Napa County, California 94574
Vinted and Bottled by Folie À Deux Winery
Contains Sulfites
w w w.wo o d e n b a r n .c o m
St. Helena, Napa County, California 94574
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
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Vinted and Bottled by Folie À Deux Winery
Project: Millennial Wine / Wooden Barn /07
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Guycorp Brings You
PRJ.08 Shop till you drop.
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Because people are corporations too.
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Project Retail Super Store
Aero Store
Primary What if Target created a store to compete with WilliamsSonoma and Crate&Barrel, but marketed it in a manner unique to Target, and named it Aero. Solution Our team chose to blend WilliamsSonoma’s eclectic signature look with Crate&Barrel’s modern style to create Aero. A unique, yet familiar brand for customers to trust, Aero enables Target to compete with popular home design stores.
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Instructor Michael Osborne
Category Packaging / Model Making
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Aero Store Brands
Name Aero Store
Name Drip Station
Category retail super store
Category Coffee Shop
Target Audience Millennials and young families.
USP A coffee shop inside of the aero store. Drip Station not only carries coffee and coffee supplies, but allows aero customers to shop while drinking their favorite brew. This brings aero customers closer to the store and gives them a comfortable place to shop.
USP Products for a global community of people who appreciate well built things.
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Private Label Brands
Name Asterisk
Name Woof and Meow
Name Sync
Category Office Supplies
Category Pet Supplies
Category Electronics
USP Crafty designer office supplies for the home or work place.
USP Giving pets a high fashion option that they will enjoy for many years.
USP Cutting edge electronics that you donâ&#x20AC;&#x2122;t have to hide in a drawer
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Project: Aero Store / Kitchen
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Kitchen
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Kitchen
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Kitchen
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Kitchen
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Project: Aero Store / Drip Station
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Guycorp 速 Brings You
PRJ.09 Your logo here.
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Identities
Solution A collection of brand identifiers for various projects that were created both in and outside of the Academy of Art University.
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Category Identity
Project: Identities
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Thanks
CO. FOUNDERS Jackie/ Arthur/ Julie Guy SCHEMATICS Cameron Guy IT Support Roman Lapaev CONSULTANTS Mary Scott Thomas McNulty Michael Osborne Roland Young David Hake Ariel Grey SF Locals AFE Family 1202 Household CM AFE Family Pa g e 18 7 >
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Typeface Helvetica Neue Paper Stock 60 Nennah Short Sheets 60 Lb French Paper Glo-Tone / Shocking Green Glo-Tone / Orange Light Dur-O-Tone / Newsprint Craft Paper Graph Paper Velum Canson Mi-Teintes / Red Printer Plotnet Binding The Key Printing And Binding Software Adobe Creative Suite 6.0 Camera Canon Rebel Eos Photography Robert Guy Printer Epson Stylus 4880
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