o’grady
Hi.
///////////////////////////////////////////// My earliest memories were of writing my name on everything I could get my hands on. My frustrated mom would find my name written in bubble letters, swirly scripts and chunky blocks on important documents. As far back as I can remember I was in love with lettering. As I grew, so did my fascination with fonts. I took calligraphy classes and learned to see shapes and the spaces dancing between them. I longed to get lost in an old volume of the Alphabet Thesaurus and spend my free time contemplating the endless options of my favorite letter L. Small, large, serif, sans serif, script, roman, rough, smooth, painted or sketched, the power of letters is their ability to convey an emotion or message. Their different personalities are endlessly entertaining and I will never tire of their expressive potential.
/1
2/
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
opal air Art Direction / Min Choi Category / Branding Typefaces / Cinzel & Hoefler PROBLEM Bringing luxury to the skies, Opal Air is an Australian carrier that provides an upscale experience to affluent travelers, 35-50. Flying internationally, business and personal travelers can enjoy the comforts of home while up in the air. True flat bed seats, gourmet meals and personal entertainment centers are just a few of the amenities that make this carrier stand out. Exceptional customer service from start to finish begins the moment passengers arrive at upscale lounges where they can relax or catch up on work. Guests can enjoy a soothing spa, massage or beauty treatment or sample and purchase exclusive vintage Australian wines in a private wine cellar. SOLUTION Opal Air was named after the gemstone of Australia and the opalescence and play of blue/ green colors is used to express the sophistication and beauty of the brand. I developed a logotype and complementary lettermark highlighting the O and A that work together to unify the identity. I selected the font Cinzel, a typeface inspired by first century roman inscriptions, and based on classical proportions. These letterforms convey the ancient history of the Latin alphabet while incorporating a contemporary feel. The letter O was modified to a more oval shape to represent the gemstone. Poetic swashes that convey the reflectic nature of the gem were used to create patterns on the back of luggage tags, ticket holders and on the back of the stationery package.
Typefaces / Cinzel & Hoefler
/3
DEFGH MNOP TUWX 4/
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
logo development
H P X
Typefaces / Cinzel & Hoefler
/5
Design Thinking
creative brief
DEFGH MNOP TUWX INTRODUCTION
Australia is a beautiful country, home to the desert of the Outback, the Great Barrier Reef, and ultra-sophisticated modern cities. Opals are a beautiful gemstone of
Australia and Opal Air is the new luxury Australian airline. Targeting discriminating travelers looking to relax in the
sky, for brief hop over Australia or for many hours across an ocean. No matter the destination, the beauty and atmosphere of Australia travels with you. MARKET/POSITIONING
Opal Airs audience of high income adults ages 30-55 includes business or vacation travelers willing to pay
more for a relaxed and sophisticated trip where every comfort and high-tech need is considered.
Competition includes Qantas Air and Virgin Australia. Qantas branding reflects its origins in the rugged
outback and Virgin Australia is known for its economy
fares. Opal Air will fill a niche not served by either carrier, providing an upscale and pampered flight experience. DESIGN IMPLICATIONS
Through the branding system, Opal Air will convey the image of luxury while maintaining a relaxed and stress free environment. The sophistication of the opal, with its many shapes, sizes and colors will be used to
express the nature the airline informing a wide range
of branded application. The tone and spirit of the airline is relaxed and inviting, projecting the famous laid back spirit and hospitality of Australia. A two color system will keep the brand more upscale. Cooler colors were
chosen to reinforce sophistication. Opal Airs campaign
strategy will include advertising both in print and on the internet. Upscale travel magazines, such as Conde Nast
Traveler; design magazines, such as Architectural Digest; and business publications, such as The Economist will be used and web advertising will be focused around exotic vacation spots.
6/
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
H P X Typefaces / Cinzel & Hoefler
/7
lettermark
symbol + pattern
tagline
luxury in the skies colors
typography cinzel
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! @ hoefler
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! @
8/
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
Typefaces / Cinzel & Hoefler
/9
10 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
Typefaces / Cinzel & Hoefler
/ 11
12 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
fly in luxury
Typefaces / Cinzel & Hoefler
/ 13
14 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
Typefaces / Cinzel & Hoefler
/ 15
zandunga Art Direction / Sean Bacon Category / Packaging Typefaces / Sweet Sans PROBLEM Zandunga is a music venue and organic market located in the environs of San Miguel de Allende. Oaxaccan born, world-class guitarist, Gil Gutierrez wanted to create a space where locals could gather to enjoy music, dancing, and food while supporting sustainable farmers in the region. To assist the efforts of local growers doing their part to address colony collapse disorder of the bee community, Zandunga became host to independent hives that live in the lavender fields surrounding the complex. An identity and honey packaging was needed to reach 5065 year old patrons who attend the events and purchase products. SOLUTION To communicate the hand crafted spirit of Zandunga, I created a custom lettermark bringing in music note to showcase the music venue. I played with an oblique pen to achieve the calligraphic flair and fully understand the letterform. This was applied to honey packaging that can be sold in the organic market on event day. In order to keep costs low, and emphasize the organic nature of the product, the jar has no label and any needed information is placed on a simple cream-colored green certified, recycled paper hang tag attached to each jar. Each jar is also covered in organic, scalloped colored fabric tied with natural twine to differentiate between the rosemary, orange blossom and lavender flavors. In the organic market pieces of lavender can be attached to the twine and patrons can also purchase honey-dipping spoons to savor the sweetness of this unique product.
16 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Sweet Sans
/ 17
18 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Sweet Sans
/ 19
20 /
01 02 03 04 05 06 07
08 09 10 11
Category / Advertising
Art Direction / Sean Bacon
stomp out bullying Art Direction / Sean Bacon Category / Advertising Typefaces / Impact PROBLEM Stomp out bullying is a nonprofit organization focused on reducing and preventing bullying. It teaches effective solutions on how to respond to all forms of bullying;as well as educating kids and teens in school and online. Providing help for those in need, they raise awareness through peer mentoring programs in schools, and social media campaigns. Each October, during National Bullying Prevention Awareness month, the group encourages communities to work together to stop bullying and needed graphics to reach an audience of teens 12-18 and grow awareness of the prevalence and impact of bullying. SOLUTION To connect with this demographic and empower, instead of focusing on the isolation and negative aspects of this issue, the theme Prevent, Protect, Provide was developed to spotlight steps teens could take to make real impact on this issue. Compelling headlines like Kicking Bullying in the Butt play off the cropped visual imagery. These were set in the attention-grabbing realist sans-serif font Impact to make a bold statement. I created a grungy hand lettered overlay to add a more youthful, energetic feel to the campaign bus that also mirrors the seriousness of the issue. The color palette of black and white is accented by a vibrant green. Branded applications include campaign bus wrap, t-shirts and contemporary buttons ideal for a student’s backpack.
Typefaces / Impact
/ 21
22 /
01 02 03 04 05 06 07
08 09 10 11
Category / Advertising
Art Direction / Sean Bacon
Typefaces / Impact
/ 23
24 /
01 02 03 04 05 06 07
08 09 10 11
Category / Advertising
Art Direction / Sean Bacon
Typefaces / Impact
/ 25
26 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Amy Levine
inside Art Direction / Amy Levine Category / Typography Typefaces / Code PRO PROBLEM Inside is a line of textbooks produced by National Geographic and Hampton Brown. 375 million people speak English as a second language around the world. The publisher’s goal was to create playful texts that would appeal to children ages 7-10 who belong to this demographic. Their goal was to develop a system that would signify the different levels of comprehension while encouraging young ESL learners at all levels to succeed. To appeal to teachers who would adopt this textbook in their classrooms it is jammed with activities and fun resources to liven up the learning experience. SOLUTION A highlight of this textbook series is the activities that vary from worksheets to outside playground games and are really great for helping shy students get outside of their comfort zones and begin to speak English. I chose fruit to be the focal point of each cover and filled them with hand-lettered words all having to do with school or education. A watermelon, pear and apple were cut in half to reveal their core with seeds woven into the typography. I used a stroke across the book cover to create a vine that connects the three volumes in order. This visual device as well as color coding makes it easy for teachers to identify each book to students. I used the clean, straight to the point Code PRO to create the logo and this is reversed out of a scribbled background to connect to kids. This playful approach incorporates a wide range of educational words to engage the reader and increase their vocabulary.
Typefaces / Code PRO
/ 27
28 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Amy Levine
Typefaces / Code PRO
/ 29
30 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Amy Levine
Typefaces / Code PRO
/ 31
32 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Sean Bacon
high oak whisky Art Direction / Sean Bacon Category / Packaging Typefaces / Chronicle Condensed & Tungsten PROBLEM High Oak is a distillery located in the highland region of Scotland. Scotch whiskey is a lesson in ingenuity as well as craft and this fine whisky appeals to an emerging demographic of affluent male scotch drinkers 35-50. Highland malts are subtle and floral although there is a touch of peat smoke in the coastal malts. We created our special release whisky pack using these highland malts to create a one of a kind gift pack. The highlands cover the widest expanse of land in Scotland and are home to an abundance of pure water that supplies the regions distilleries. SOLUTION Oak is the wood of choice for Scotch casks because of its intricate chemistry. I developed a handlettered logo inspired by a vintage label found in an antique shop. It’s typographic logo, a transitional serif with interesting ball terminals on the cross bar of the letter A fueled the design. I paired the history of transitional typography with that of whisky and this led to a logotype that referenced the time period. I added interior decoration to the letters of high oak to add authenticity to the identity. The custom logo was paired with Chronicle, another transitional typefaces that bridges the extremes of Old Style and Modern typography with strength and utility. To communicate quality and uniqueness I developed a custom box lined with green brocade. The label is refined and the glass bottle isembellished with etched tree rings that are mirrored on two whisky glasses that come in the oak gift box.
Typefaces / Chronicle Condensed & Tungsten
/ 33
34 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Sean Bacon
IJKLM QRSTU vector process INITIAL SKETCH
The first very rough hand drawn sketch was brought into photoshop and made into a bitmap in order to trace in illustrator.
FIRST VECTOR ATTEMPT
Quickly, the general shape of the letterforms were created, disregarding tweaks at this point, only focusing on getting down the anchorpoints.
INTERIOR DECORATION ADDED
The inline and interior decoration was the added in to the letters. Attention was paid to the amount of space around the inline to ensure reduction capabilities.
INTERIOR DECOATION REFINED
The interior inline was modified to end at a point and the decoartion tapers at the ends to create more space on the interior of the letterforms.
Typefaces / Chronicle Condensed & Tungsten
/ 35
Design Thinking
naming To craft a name for a whiskey project I used a disciplined, strategic technique and mind map. I wanted the name to reflect the process of making whiskey and speak clearly to the quality and history of the liquor. The name had to connect with affluent male scotch drinkers 35-50.
mind mapping • Distilling • Aging
Production Scotch vs. Bourbon
Ingredients • Malts • Grains • Water • Yeast
whisky
Barrels
Types
• American White Oak
• Single Malt
• European Oak
• Single Grain • Blended Malt
Tools Used
Geographic Location • Scotland • Ireland
History of Whisky
• Japan
• Where it started?
• United States
• Started by who?
• Canada
• When? • Whisky vs. Whiskey
descriptive:
acronym:
Malty drink
HO
Creamy
JM
Oaky liquor
J&M
Grassy Smoky liquid
fabricated:
Black heat
Oakly
Noble
Woodburn
Kingly
Oakkie
High
Okkie
Spirits
Upoak Affoak
metaphor:
Hrothgar
magic spelling:
Thor
Scottisoak
MacAlpin
Gaelicwood
Scottis
Oakspir
Alba
36 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Sean Bacon
IJKLM QRSTU Typefaces / Chronicle Condensed & Tungsten
/ 37
38 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Sean Bacon
colors
year
aged
years
pattern
adjectives
m a lt y oaky woody smoky
Typefaces / Chronicle Condensed & Tungsten
typography chronicle condensed
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! @
tungsten
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! @
/ 39
40 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Sean Bacon
/ Gift Box with glasses /
Typefaces / Chronicle Condensed & Tungsten
/ 41
42 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Sean Bacon
Typefaces / Chronicle Condensed & Tungsten
/ 43
44 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Sean Bacon
Typefaces / Chronicle Condensed & Tungsten
/ 45
46 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Min Choi
sniffle kit Art Direction / Min Choi Category / Packaging Typefaces / Monroe & Raleway
PROBLEM Each year, an average of 20,000 children younger than 5 years are hospitalized because of flurelated complications. Sniffle kit is a cold and flu prevention kit that is dedicated to helping parents keep their children germ free. The manufacturer partnered with Kleenex to create a product that is safe for children of all ages, is effective and visually appealing on the crowded store shelf. The sniffle kit will be available for purchase in stores like Target or CVS where concerned consumers can pick it up and easily store it in a glove box or diaper bag for those little emergencies. SOLUTION I created a friendly lettermark and symbol to be the logo for the brand. A three-color system was used to keep things minimal and clinical to inspire consumer confidence while also expressing warmth and caring. The whimsical heart symbol with medical cross is applied to the packaging scaled and cropped differently and can live with typography or stand on its own. Special sized tissue and sanitary wipe packages were created to fit into one box that would make it easy for mothers to keep all items conveniently located in one place. The kit includes tissues, sanitary wipes, hand sanitizer, and an empty medicine container for any vitamins or cold and flu medicine. The kit also comes with an informational pamphlet to provide information on the differences between cold and flu, symptoms of each, and where germs like to hide and comes in a sturdy but attractive metal carrying case.
Typefaces / Monroe & Raleway
2 // 47
48 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Min Choi
/ Top Left: Back of Hand Sanitizer, Bottom Left: Tissue pack in use, Right: Back of carrying case /
Typefaces / Monroe & Raleway
/ 49
50 /
01 02 03 04 05 06 07
08 09 10 11
Category / Packaging
Art Direction / Min Choi
Typefaces / Monroe & Raleway
/ 51
52 /
01 02 03 04 05 06 07
08 09 10 11
Category / Typography
Art Direction / Sean Bacon
wedding suite Art Direction / Sean Bacon Category / Typography Typefaces / Baskerville
PROBLEM Don and Cheryl are a successful, sophisticated, urban professional couple in their thirties. This is a second marriage for both and they want this one to represent their current achievements. They met on a cruise and both have lived their lives on and around water, making the Hotel Del Coronado the perfect choice for their elegant nuptials. The bride wanted a traditional wedding and reception with a full suite of sationery but with a more contemporary look and feel. Melding a traditional wedding with a more modern sensibility was a challenge for the wedding planning. SOLUTION I chose the Baskerville font family for its classic elegance and sophistication. This was paired with traditional calligraphy which was bled off the page and turned on its axis for a more updated look. Swashes were added to the calligraphy to add interest to the piece. The bride's color preferences tend to be dramatic and she chose a scheme of fig and cream for the wedding colors. The coordinated suite of stationery includes invitations, direction and response cards, save the dates, thank you notes for the bride, and table numbers.
Typefaces / Baskerville
2 // 53
54 /
01 02 03 04 05 06 07
08 09 10 11
Category / Typography
Art Direction / Sean Bacon
Typefaces / Baskerville
/ 55
56 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
dollop Art Direction / Sean Bacon Category / Branding Typefaces / Mrs. Eaves & Sweet Sans PROBLEM Centered in the hustle and bustle of New York City, Dollop is an art deco inspired dessert and drink shop. To give customers a completely unique experience, Dollop offers the opportunity to add unique toppings to any dessert served to concoct a one-of-a-kind creation. Targeting upper middle class women 25-40 who appreciate an occasional indulgence, a dollop can be defined as a small quantity. To differentiate itself from competitors Babycakes and Marie Belle Fine Treats, Dollop taps into DIY aficionados who enjoy the opportunity to customize their own confections. SOLUTION To appeal to this demographic, the color pink was chosen as the main brand color, paired with an art deco inspired triangular pattern. A custom typeface was also created to satisfy the audience’s DIY ethic and make the brand unique. Inspired by the three repeating lines of Sweet Sans Titling, I developed a more condensed font that was a good fit for the pattern. This is coupled with sweet sans, an open typeface with simple forms that allow for legibility at small sizes. Sweet sans has similarities with drafting alphabets of the early 1900s and despite its history it is made for contemporary use. To complement this brand I created patterned ice cream sleeves and a whimsical chalkboard sign that furthers the handcrafted feel. Branding includes to go containers, menus, napkins, customer reward card and stationery.
Typefaces / Mrs. Eaves & Sweet Sans
/ 57
FG MNOP 58 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
type development
Sweet Sans
Typefaces / Mrs. Eaves & Sweet Sans
/ 59
Design Thinking
big idea To make a brand stronger you need to define the focus. The goal was to promote an ice cream and dessert shop that gives female customers 25-40 the opportunity to customize their confections. The strategy of all brand communications and actions would be organized around a core concept.
FG MNOP UNDERSTANDING A new desire and appreciation for crafting has now taken hold. Generation Y is becoming Generation DIY in more ways than just crafting. Crafting and “doing it yourself� seemed to be reserved for grandmothers or middle aged women. This trend sees young adults under the age of 35 dominating the 29 billion dollar crafting industry. Millennials are bringing together technology, creativity and entrepreneurism as they take on more DIY projects. Harnessing this new mentality is key for brands breaking into the millennial market. To successfully tap into the millennial DIY culture, it is essential to understand the millennial desire for active participation, individual customization and experiential value. CLARITY To find the answer I needed to examine the core values and brand attributes focused on themes of exploring DIY techniques and applying them to a dessert shop.
POSITIONING To differentiate Dollop, build awareness, increase recognition and talk to potential consumer about the unique qualities of this dessert shop, I positioned it at the forefront of DIY thinking. It is not enough to just give millennials a project and hope they carry it out because they want to work with brands to create the perfect product. Research shows that 4 in 10 millennials are interested in co-creating products with companies. Experiential value is one of the best parts of a DIY project and sharing it with the world through an instagram post or a tweet is satisfying as millennials love to brag about experiences with their friends and networks. A photo booth inside the dessert shop with a range of backdrops will encourage customers to share their creations. WHAT: the only dessert shop for DIY fans HOW: takes the lead in DIY innovation WHO: creative, successful women that love DIY WHY: they are innovators WHERE: New York City WHEN: at a time of unparalleled DIY enthusiasm
BRAND ESSENCE The key messages, voice and tone of communications are all unified around the central idea that Dollop is the ideal dessert shop for DIY fans.
60 /
01 02 03 04 05 06 07
08 09 10 11
Dollop BIG IDEA The DIY of dessert shops Category / Branding
Art Direction / Sean Bacon
Sweet Sans
Typefaces / Mrs. Eaves & Sweet Sans
/ 61
lettermark
typography mrs. eaves
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! @
sweet sans
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! @
colors
location
pattern
62 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Mrs. Eaves & Sweet Sans
/ 63
64 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Mrs. Eaves & Sweet Sans
/ 65
66 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Mrs. Eaves & Sweet Sans
/ 67
68 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Mrs. Eaves & Sweet Sans
/ 69
70 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Mrs. Eaves & Sweet Sans
/ 71
timepiece Art Direction / Sean Bacon Category / Editorial Typefaces / Gotham & Tabac PROBLEM Timepiece is a men’s watch magazine geared to confident, professional, metrosexual men 27-35. He visits the gym regularly, is known by name at J. Crew, enjoys shrimp tempura and a California roll much more than a juicy rib-eye and somehow still has time to get his hair to do that funky “runway model, just-rolled-out-of-bed” thing. The goal of this publication is to differentiate from typical watch magazines with a technical approach like Watch, Cronos and Watch World. Timepiece is design to appeal to style-savvy mirror men. SOLUTION To reach consumers willing to spend a substantial amount of their income on male cosmetics and clothes, I developed structured, sophisticated covers that feature a stylish male instead of a technical close up of a watch. Generous use of white space pushes the clean, stylish aesthetic of the magazine while sophisticated fashion photography grabs attention and adds tone. The masthead is a simple type treatments based on the trendy font Gotham and modified the letter "I" to look like the hands of a watch. Interior body copy and headlines are set in the modern font Tabac ideal for magazines with it’s range of weights and styles. A dynamic website with a responsive iPad splash page furthers the brand and uses sophisticated black, white and tan hues to push style.
72 /
01 02 03 04 05 06 07
08 09 10 11
Category / Editorial
Art Direction / Sean Bacon
Typefaces / Gotham & Tabac
/ 73
74 /
01 02 03 04 05 06 07
08 09 10 11
Category / Editorial
Art Direction / Sean Bacon
Typefaces / Gotham & Tabac
/ 75
76 /
01 02 03 04 05 06 07
08 09 10 11
Category / Editorial
Art Direction / Sean Bacon
/ Magazine Subscription Card /
Typefaces / Gotham & Tabac
/ 77
78 /
01 02 03 04 05 06 07
08 09 10 11
Category / Editorial
Art Direction / Sean Bacon
Typefaces / Gotham & Tabac
/ 79
BRIGHT SHORES Art Direction / Min Choi Category / Branding & Packaging Typefaces / Ideal Sans PROBLEM San Diego has been named the craft beer capital of America. The county is home to more than 100 breweries, microbreweries and pubs. Bright Shores is a friendly beachfront brewery located in San Diego, California. Providing a laidback environment for beach goers 21-35, looking for both great views and beers. Women now consume craft beer over the national average making up 37% of consumption. As the demographic emerges, Bright Shores differentiates itself by focusing on a female audience who no longer can be ignored. SOLUTION To put a feminine spin on the product, I crafted a custom hand lettered script logo coupled with a welcoming sun icon to match the text weight. This is combined with Ideal Sans, a handmade typeface with classic proportions for the machine age that reclaims humanist style. A vibrant palette of blue, yellow-orange and red is inspired by sunny California days with cloudless skies and sunsets. Bright and fun without being stereotypically feminine they appeal to female craft beer fans. Bottle fronts have a free flowing, open feel while back labels use a unique wave shape to add interest and convey the relaxed beach spirit of the brand. Branded applications include growler bottle and coasters.
80 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
Typefaces / Ideal Sans
/ 81
82 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
Typefaces / Ideal Sans
/ 83
84 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
Typefaces / Ideal Sans
/ 85
86 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Min Choi
Typefaces / Ideal Sans
/ 87
logan golf Art Direction / Sean Bacon Category / Branding & Typography Typefaces / Logan Inline Serif & Sentinel
PROBLEM Logan Golf is a golf apparel brand that will hit the sweet spot for upper income male golfers 21-35. The Southern California based company provides young golfers with fashionable clothing that differs from the usual preppy style yet still appeals to a more traditional audience. An up and coming sport for a new generation of golfers, the brand taps into the youthful vibe of surf and skate culture. This apparel line can be worn while playing golf or while enjoying time with friends off the green. SOLUTION This product differentiates itself through the use of color and compelling full bleed photography with special effects like blurs and overlays. To push the youthful spirit of the brand I created a typeface that felt sporty and could be used on a wide range of applications. The main logotype was created with this typeface and also was used to create the shield logo. A fresh palette of navy blue, burgundy and bright blue was used to communicate the active character of Logan’s products.
88 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Logan Inline Serif & Sentinel
/ 89
DEFGH MNOP 90 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
logo development script logo exploration
shield development
Typefaces / Logan Inline Serif & Sentinel
/ 91
Design Thinking
positioning The market is always in flux with changes in technology, demographics and consumer trends that create gaps in the crowded marketplace. Positioning drives planning, marketing and sales and with this project, I hoped to tap into a unique and emerging demographic of 21-35 youthful male golfers. This trend was triggered by the impact of Tiger Woods on the sport as he made golfing a young man’s game. Woods’ emergence as the dominant force in professional golf between 1997 and 2008 played a critical role in diversifying the sport’s demographic base and in growing participation numbers across the globe. In addition to growing public interest in golf, Tiger also succeeded in transforming
DEFGH MNOP
the manner in which the sport is played. The Tour had traditionally been dominated by players aged between 30 and 40, and it was a game of technique where pristine ball-striking and experience were the keys to success. A new application of strength and conditioning training models have shifted the design of courses, clothing and equipment manufactures to consider superior levels of strength, swingspeed, fitness, and athleticism.
positioning strategy: logan golf WHAT: A youthful golf apparel brand HOW: Using social media
WHO: 21-35, upper income male golfers WHERE: Southern California
WHY: A new generation of golfers relate to surf and skate culture.
WHEN: In an era when golf has been transformed into a fully modernized, global and inclusive sport. -Energizes a youthful demographic who do not relate to traditional preppy style and taps
Into a youthful vibe of surf and skate culture - Communicate a new era of strength, swing-speed, fitness, and athleticism. -Includes wide use of social media to promote the Logan brand and appeal to the demographic.
92 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Logan Inline Serif & Sentinel
/ 93
symbol
colors
tagline
Style On and Off the Green shield
typography
sentinel
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! @
knockout
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! @
94 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Logan Inline Serif & Sentinel
/ 95
96 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Logan Inline Serif & Sentinel
/ 97
98 /
01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Logan Inline Serif & Sentinel
/ 99
100 / 01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Logan Inline Serif & Sentinel
/ 101
102 / 01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Logan Inline Serif & Sentinel
/ 103
104 / 01 02 03 04 05 06 07
08 09 10 11
Category / Branding
Art Direction / Sean Bacon
Typefaces / Logan Inline Serif & Sentinel
/ 105
Cultural Center Seasonal Play Logos
M Bius The
MARY
Beauty and the
106 /
Luxury Australian Airline San Diego Based Brewery Cold and Flu Prevention Kit
Market and Music Venue Golf Apparel Brand Female Beer Magazine
ZANDUNGA
est.
2015
GOLF
Cold & Flu Prevention
/ 107
108 /
/ 109
110 /
/ 111
112 /
/ 113
114 /
/ 115
Designed By / Colleen O'Grady
Contact / colleen.ogrady26@gmail.com
Paper / 60lb. Polar Matte
Thank You ///////////////////////////////////////////// This book is dedicated to all the people who have helped get me to the finish line. To all my fellow classmates and the instructors at City, I wouldn't be where I am today without this program.
unlimited thanks To Sean and Candice, thank you so much for your infinte support. I have learned so much during my time at City College and you both have everything to do with it. Thank you for pushing me, supporting me, and believing in me. To Andrea, my first class with you brought me along this path and I am so thankful that it did. Thank you for being you. To Jessa and Desiree, late nights, errand runs, coffee breaks, y'all were with me through it all. Thank you both for picking me up when I was down, laughing with me when things got silly, and basically being there always. I couldn't have done it without ya'll. To Mom and Dad, thank you for always supporting me no matter what. I feel so lucky to have parents who completely support me. Any problem I have, big or small, I know I can count on ya'll. I love you both so much. Thank you for everything you do for me. To Logan, you continue to keep me going even on the hardest days. Thank you for teaching me to see the best in every situation. copywrite 2016. colleen o'grady. all rights reserved. imagery on mood board
Typefaces / Surveyor Display & Gotham
/
teaser for inspiration only.
Photography / Krisnoff Padua & Keith Foreman / Bradford Prairie