Make Something D E S I G N P O RT F O L I O O F D AV I D J O H N S C O T T
D AV I D J O H N S C O T T. C O M
Make Something D E S I G N P O RT F O L I O O F D AV I D J O H N S C O T T
We make things because we love to create. It is through creation that a small part of ourselves becomes something else.
Copyright Š 2012 David John Scott. All Rights Reserved. No portion of this publication may be reproduced, stored in a retrieval system, or transmitted in any form as well as by any means electronic, mechanical photcopying, recording, or otherwise without permission of the copy right holder. D AV I D J O H N S C O T T phone 505 603 7601 email D AV I D @ D AV I D J O H N S C O T T. C O M web D AV I D J O H N S C O T T. C O M
typefaces H E LV E T I C A N E U E , D I N software ADOBE SUITE 5 photography D AV I D J O H N S C O T T
department chair M A RY S C O T T course P O RT F O L I O S E M I N A R instructor M A RY S C O T T
printing & binding BLURB.COM paper text stock M O H AW K S U P E R F I N E
A C A D E M Y O F A RT U N I V E R S I T Y 79 New Montgomery St. San Francisco, CA 94105
D E D I C AT I O N
For mum and dad. And for my godmother and her husband, Carole Wyman and Kamal Kumar. You always supported me no matter what I chose to do. I will always be grateful. Without you I could have never made this.
Somethings
01
project CANON REBRAND class IDENTITY 2 focus BRANDING & PRINT
05
project MGMT TOUR BOOK class PRINT 1 focus PRINT DESIGN
02
project DE EVOLUTION class PRINT 2 focus PRINT DESIGN
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project NANO WORLD class TYPOGRAPHY 4 focus PRINT DESIGN
03
project GROOMED class GRAPHIC DESIGN 3 focus PRINT DESIGN
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project VISUAL ACOUSTICS class PRINT 2 focus PRINT DESIGN
04
project BANG & OLUFSEN class PA C K A G I N G 3 focus PA C K A G E D E S I G N
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project JCPENNEY RENEWED class PA C K A G I N G 4 focus PA C K A G E D E S I G N
WHY MAKE SOMETHING?
It is in our nature to make things. The act of making something is rewarding on a very deep level, and has been part of human existence for thousands of years. We make things because we love to create. It is through creation that a small part of ourselves becomes something else. Be it an intricately carved sculpture, a thought provoking idea, an unforgettable story, or even the birth of a child. Making something feeds our souls—by creating we live outwardly, always giving. It is in the act of making something that should give us joy. The process is the creation, and there in lies the passion. I truly love making things and think that I always will.
MAKE SOMETHING
DAVID JOHN SCOTT
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
01 Start Capturing Life class IDENTITY 2
client CANON
instructor TODD HEDGPETH
focus BRANDING & PRINT duration 15 WEEKS
SECTION 1.1
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DESCRIPTION
This project was to take an already existing large corporate company whose identity might be considered dated and redesign their brand from the ground up. The goal was to look at who they are and what they represent as a company and then try to communicate that message through their new identity system. The scope of the project included a full brand guidelines manual and applications system, as well as a conceptual website redesign and new iPad and iPhone application. The company that I chose to redesign was Canon.
CONCEPT
Looking at Canon’s history, their journey as a company, and what products they produce the idea of ‘visionary’ seemed to sum up what they stood for as a company. Not only did it portray a part of their product line in a literal sense, but it also points towards their goal as a company to always be looking forward. Along side this was the new USP developed ‘Capturing Life’ because all of their products are aimed, in one way or another, at helping people to capture life. The logo re-design was an amalgamation of all of this and ended up being an abstract combination of a human iris, a camera shutter mechanism, and a color wheel.
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
Imagine all that life holds captured within a moment of time, forever.
SECTION 1.2
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.3
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.4
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CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.5
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CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.6
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.7
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CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.8
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CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.9
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CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.10
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.11
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.12
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.13
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DESIGN PORTFOLIO
CANON REBRAND
01 02 03 04 05 06 07 08
SECTION 1.14
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DESIGN PORTFOLIO
02 7 Sins of De Evolution class PRINT 2
focus PRINT DESIGN
instructor ROLAND YOUNG
client D P T. O F E V O L U T I O N duration 10 WEEKS
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DE EVOLUTION
01 02 03 04 05 06 07 08
SECTION 2.1
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DESCRIPTION
This was a series of posters targeting the theoretical social issue of ‘De-Evolution’. The issue is that in today’s age, as a species we may be set on a course of de-evolution rather than evolution. I decided to look at the 7 deadly sins of man as the foundational theme, and then from there went on to create 7 new sins of the current age—the 7 Sins of De-Evolution.
CONCEPT
Continuing with the theme of the ‘new’ 7 sins, each poster has an evidence bag on it with a piece of modern culture that contributes to the crime of that particular sin in today’s age. Each evidence bag is also accompanied by a tag noting the case at hand, which is the aspect of negative modern culture being addressed, and that in turn explains the new sin. Lastly I developed a new set of modern signage depicting each of the new 7 Sins of De-Evolution in a memorable and iconic format.
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DESIGN PORTFOLIO
DE EVOLUTION
01 02 03 04 05 06 07 08
Ever wondered if modern culture is moving us forward in life? Perhaps it’s doing just the opposite.
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DESIGN PORTFOLIO
DE EVOLUTION
01 02 03 04 05 06 07 08
SECTION 2.2
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DESIGN PORTFOLIO
DE EVOLUTION
01 02 03 04 05 06 07 08
SECTION 2.3
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DESIGN PORTFOLIO
DE EVOLUTION
01 02 03 04 05 06 07 08
SECTION 2.4
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DESIGN PORTFOLIO
DE EVOLUTION
01 02 03 04 05 06 07 08
SECTION 2.5
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DESIGN PORTFOLIO
DE EVOLUTION
01 02 03 04 05 06 07 08
SECTION 2.6
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DESIGN PORTFOLIO
03 A Gentleman and a Scholar class GRAPHIC DESIGN 3
focus PRINT DESIGN
instructor NICOLE FLORES
client NOT APPLICABLE duration 15 WEEKS
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GROOMED
01 02 03 04 05 06 07 08
SECTION 3.1
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DESCRIPTION
This project was to invent a convention of one’s choice on any subject. The convention would firstly require the design of an identity. After which the material produced would include a series of promotional posters and billboards, invites, name tags, brochures, take away gifts and an interior design of the location. The subject that I chose was a convention targeted at educating men on how to be modern day gentlemen.
CONCEPT
The concept incorporated into the identity as well as the contents of this project aimed at creating a design that appealed to the modern man whilst also maintaining a traditional feeling to it. Modern elements were mixed alongside traditional elements creating a fun and engaging experience for the targeted men, whilst subtly instilling the important educational theme throughout all of the material. Each item communicated a dual purpose, being both practical as well as educationally informative.
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
Put on that new tie, polish those boots and be all that you can be. Be a man.
SECTION 3.2
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.3
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.4
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.5
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.6
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.7
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.8
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.9
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.10
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DESIGN PORTFOLIO
GROOMED
01 02 03 04 05 06 07 08
SECTION 3.11
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DESIGN PORTFOLIO
BANG & OLUFSEN
01 02 03 04 05 06 07 08
04 Curate your home class PA C K A G E D E S I G N 3
focus PA C K A G I N G
instructor T O M M C N U LT Y
client BANG & OLUFSEN duration 10 WEEKS
SECTION 4.1
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DESCRIPTION
This project was to take an existing company outside the market of home ware and imagine them breaking into this new market. The first step was to choose a company. The next was to decide what products they would sell if they were to carry home ware, and pick five items to be packaged. The final step was to create a concept for the line, and then design packaging that fit the aesthetic of the company bearing in mind, and catering towards, their target audience.
CONCEPT
The company that I chose was Bang & Olufsen, and the name of the new line was ‘Form’. Bang and Olufsen are specialists in acoustic technology and their existing products are always beautifully designed, both in form and function. The idea for this new line of home ware was that each product would be so beautiful that it would look like a piece of art in one’s own home. In a sense by purchasing each of their products the consumer is not only buying a tool for their home but they are also curating their home with pieces of beautiful sculpture. The packages therefore have each item displayed on a stone pedestal indicating that they are of museum quality and beauty. The aesthetic is simple and sophisticated catering towards a very high end cliental.
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DESIGN PORTFOLIO
BANG & OLUFSEN
01 02 03 04 05 06 07 08
Objects of perfect form and function. Worthy of a museum, but belong in your home.
SECTION 4.2
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DESIGN PORTFOLIO
BANG & OLUFSEN
01 02 03 04 05 06 07 08
SECTION 4.3
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DESIGN PORTFOLIO
BANG & OLUFSEN
01 02 03 04 05 06 07 08
SECTION 4.4
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DESIGN PORTFOLIO
NANO BANG WORLD & OLUFSEN
01 01 02 02 03 03 04 04 05 05 06 06 07 07 08 08 09 10 11
SECTION 2.1 4.5 SECTION
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DESIGN PORTFOLIO
BANG & OLUFSEN
01 02 03 04 05 06 07 08
SECTION 4.6
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DESIGN PORTFOLIO
BANG & OLUFSEN
01 02 03 04 04 05 05 06 06 07 07 08 08 09 10 11
SECTION 4.7
006 079
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DESIGN PORTFOLIO
BANG & OLUFSEN
01 02 03 04 05 06 07 08
SECTION 4.8
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DESIGN PORTFOLIO
BANG & OLUFSEN
01 02 03 04 05 06 07 08
SECTION 4.9
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05 Shape Shifting Pop class PRINT DESIGN 1
client MGMT
instructor TROY ALDERS
focus P R I N T DESIGN duration 8 WEEKS
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.1
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DESIGN PORTFOLIO
Music is a feeling. It is a world of color, and of geometry, and of emotion.
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MGMT TOUR BOOK
01 02 03 04 05 06 07 08
DESCRIPTION
This project was to choose an existing band and design a tour book for them for an upcoming world tour. The book would include elements such as biographies, interviews, song lyrics, discography, and tour dates. The book would then be sold to fans at each of the venues played at.
CONCEPT
The band that I chose was MGMT. The main goal of this project was to imagine what a visual representation of the bands music would look like, and then to design a book around that. MGMT’s music is like a psychedelic explosion of color, and the concept created was to communicate that though a visual feast of colorful geometry. Each page has a predominant color, and the aesthetic is bold and vibrant. The book is also reproduced in a very large format (13 inch by 38 inch spreads), so as to fully maximize the visual impact of each page’s colorful kaleidoscope.
SECTION 5.2
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.3
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.4
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.5
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.6
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.7
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.8
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.9
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DESIGN PORTFOLIO
MGMT TOUR BOOK
01 02 03 04 05 06 07 08
SECTION 5.10
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
06 The Power of Small class TYPOGRAPHY 4
focus PRINT DESIGN
instructor ARIEL GREY
client NOT APPLICABLE duration 15 WEEKS
SECTION 6.1
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DESCRIPTION
The project here was to design all the material and collateral for an upcoming exposition on the topic of one’s choice. The field that I chose was Nanotechnology, and the exposition would be for current professions within the field of nanotechnology, as well as leading professionals in other areas that might benefit from nanotechnology in their industry. The exposition would also be open to the general public but it would mainly target these two audiences with the type of information provided. The material produced would be a book containing detailed information about nanotechnology, a two sided poster, an invite, and a set of frames showcasing a piece of kinetic typography.
CONCEPT
The ‘massive within the minute’ was the core idea developed to support the aesthetics of the design. Nanotechnology occurs on such a tiny level that at that scale one no longer feels like everything is getting smaller, but instead a whole new world opens up instead. A lot of the design elements played on the abstract sense of many minute elements creating a whole, and the photography style was also aimed at macro photography getting in close enough to make an abstract subject look massive.
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
Forget what you think you already know, and build a world on a grain of sand.
SECTION 6.2
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.3
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.4
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DESIGN PORTFOLIO
05
112
NANO WORLD
01 02 03 04 05 06 07 08
05
SECTION 6.5
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.6
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.6
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.7
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DESIGN PORTFOLIO COLLECTED WORKS
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.8
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.9
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.10
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DESIGN PORTFOLIO
NANO WORLD
01 02 03 04 05 06 07 08
SECTION 6.11
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VISUAL ACOUSTICS
01 02 03 04 05 06 07 08
07 A story of Visual Acoustics class PRINT 2
focus PRINT DESIGN
instructor ROLAND YOUNG
client A RT H O U S E F I L M S duration 5 WEEKS
SECTION 7.1
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DESIGN PORTFOLIO
Light surrounds us, coloring what we percieve, and finding reality where there was once only imagination.
130
VISUAL ACOUSTICS
01 02 03 04 05 06 07 08
DESCRIPTION
These posters were designed as movie posters for the documentary film Visual Acoustics, The Modernism of Julius Shulman. The film was based on the work of Julius Shulman—a famous architectural photographer who documented many great architect’s buildings during the period of modernism. He continued to photograph right up until passing away in 2010, and his photography is seen as truly iconic in the age of modernism, often capturing the very essence of the building being photographed. CONCEPT
The evolution of this project went through many different stages, each appropriate to the movie poster for various reasons. And they are all showed here. Some of the stages include looking at architectural blueprints as inspiration, others look to famous minimalist and geometric painters for inspiration, such as Mondrian and Malevich. The color and constructivism displayed mirrors Shulman’s dedication to depicting his reality through photography. In many of the explorations I created Mondrian or Malevich type paintings from various photographs taken by Shulman, using the photograph as a base and then constructing colored blocks on top of it. The final stage of exploration looked at photography itself and how one image can mean so many different things at once.
SECTION 7.2
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DESIGN PORTFOLIO
VISUAL ACOUSTICS
01 02 03 04 05 06 07 08
SECTION 7.3
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DESIGN PORTFOLIO
NANO VISUAL WORLD ACOUSTICS
01 01 02 02 03 03 04 04 05 05 06 06 07 07 08 08 09 10 11
SECTION 7.4
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DESIGN PORTFOLIO
VISUAL ACOUSTICS
01 02 03 04 05 06 07 08
SECTION 7.5
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DESIGN PORTFOLIO
VISUAL ACOUSTICS
01 02 03 04 05 06 07 08
SECTION 7.6
139
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DESIGN PORTFOLIO
08 Rethinking JCPenney class PA C K A G I N G 4
client JCPENNEY
instructor MICHAEL OSBORNE
focus PA C K A G E D E S I G N project GROUP duration 15 WEEKS
140
JC PENNEY
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.1
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DESIGN PORTFOLIO
ST O RE LABE L I DE NT I T I E S
The stores within the store
STORE BRANDS
M O MENT S department HOME AND KITCHEN store / private label STORE LABEL target audience 2 5 – 5 5 FA M I L I E S
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ENTR ADA MINDFUL FRESH LONGEVITY
department FOOD AND KITCHEN store / private label ENDORSED target audience 2 5 – 5 0 FA M I L I E S
EXPERIENCE C U LT U R E TRADITION
USP
USP
Conscious everyday products at an affordable price for the traditional but modern family.
Bringing diverse culture and tradition into the very exciting culinary lives of consumers at home.
JC PENNEY
01 02 03 04 05 06 07 08
P R I VAT E L A B EL I D EN T I T I ES
BENCH
LMNOP
department COFFEE SHOP store / private label P R I VAT E L A B E L target audience 25–40 MALE
department CHILDREN’S TOYS store / private label P R I VAT E L A B E L target audience 3–6 CHILDREN
STYLISH BOLD INVITING
E D U C AT I O N A L I M A G I N AT I V E THOUGHTFUL
USP
USP
The perfect place for men to take a well deserved break from shopping, to socialize and relax.
Creative and educational products that will help to inspire learning and imagination in young minds.
M A NIFEST O
WHISPER
PRIVATE BRANDS
&P L AY department I N T I M AT E A D U LT store / private label P R I VAT E L A B E L target audience 25–40 MEN & WOMEN
SEXY P L AY F U L SAFE
department HOME & ELECTRONIC store / private label P R I VAT E L A B E L target audience 25–40 SINGLES
department WOMEN’S BEAUTY store / private label P R I VAT E L A B E L target audience 25–35 WOMEN
EMPOWERING SLEEK INDEPENDANT
QUALITY CHIC POLISHED
USP
USP
USP
Products for your secretive but sensual side, keeping your love life romantic and exciting.
Elevate your new lifestyle through education and sophisticated products to match it all.
Attainable luxury beauty products for young women, designed to empower and instill confidence.
GROUP PROJECT
SECTION 8.2
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Bench department COFFEE SHOP
target audience 25 – 40 MALES
label P R I VAT E
adjectives STYLISH BOLD INVITING
USP
The perfect place for men to take a well deserved break from shopping, sit down, socialize and relax. DESCRIPTION
Bench is an in-store coffee shop owned by JC Penney. It is a private label with it’s own complete identity and visual aesthetics. The idea was to create a space that catered in particular to men because department stores do not often have a designated area to rest and relax on long days out shopping. The atmosphere would be bold and inviting, and the services would include in-store products such as tea and coffee and chocolate, as well as take home products such as coffee grinders and french presses. CONCEPT
The concept was focused on the strong tactile nature of men, married with the interesting areas around the world that tea and coffee come from. This developed into using full vivid textures on all the products representing nature associated with the origin of the product.
GROUP MEMBERS
David Scott Naomi Hoag Sandra Schachermeyer Collin Fry Paul Capili Miki Bong
144
DESIGN PORTFOLIO
JC PENNEY BENCH
01 02 03 04 05 06 07 08
Kick back, relax, and take a well needed moment for yourself. Get benched.
GROUP PROJECT
SECTION 8.3
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DESIGN PORTFOLIO
JC PENNEY BENCH
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.4
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DESIGN PORTFOLIO
JC PENNEY BENCH
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.5
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DESIGN PORTFOLIO
JC PENNEY BENCH
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.6
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COLLECTED DESIGN PORTFOLIO WORKS
JC PENNEY BENCH
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.7
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DESIGN PORTFOLIO
JC JC PENNEY PENNY BENCH BENCH
GROUP PROJECT
01 01 02 02 03 03 04 04 05 05 06 06 07 07 08 08 09 10 11
SECTION 2.1 8.8 SECTION
006 155
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Entrada department FOOD AND KITCHEN
target audience 25 – 50 MALES
label STORE ENDORSED
adjectives EXPERIENCE C U LT U R E TRADITION
USP
Bringing diverse culture and tradition and exploration into the exciting culinary lives of consumers at home. DESCRIPTION
Entrada is the JC Penney endorsed brand for dry foods in the store. It would carry a selection of different foods from countries around the world. The products range from gains to sauces, and the countries chosen for this project were Jamaica, India, and Argentina. The idea was to allow consumers to pick products that would give them a taste of a different country’s culture and tradition, all from the comfort of their own kitchen. CONCEPT
A strong visual aesthetic was developed for each country based off of elements pulled from that country’s particular culture and art. The aesthetic was then applied to all the products within each country creating a united family. This helps the consumer distinguish between the countries whilst enjoying a rich representation of the new culture they are about to experience.
GROUP MEMBERS
David Scott Naomi Hoag Sandra Schachermeyer Collin Fry Paul Capili Miki Bong
156
DESIGN PORTFOLIO
JC PENNEY ENTRADA
01 02 03 04 05 06 07 08
Never stop exploring, for the minute you do your life will be tasteless.
GROUP PROJECT
SECTION 8.9
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DAVID JOHN SCOTT
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DESIGN PORTFOLIO
JC PENNEY ENTRADA
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.10
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DESIGN PORTFOLIO
JC PENNEY ENTRADA
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.11
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DESIGN PORTFOLIO
JC PENNEY ENTRADA
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.12
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DESIGN PORTFOLIO
JC PENNEY ENTRADA
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.13
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DESIGN PORTFOLIO
JC PENNEY ENTRADA
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.14
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168
DESIGN PORTFOLIO
JC PENNEY ENTRADA
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.15
169
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170
DESIGN PORTFOLIO
JC PENNEY ENTRADA
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.16
171
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172
DESIGN PORTFOLIO
JC PENNEY ENTRADA
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.17
173
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DAVID JOHN SCOTT
&Play department I N T I M AT E A D U LT
target audience 25 – 40 MALES AND FEMALE
label P R I VAT E L A B E L
adjectives SEXY P L AY F U L SAFE
USP
Products for your secretive but sensual side, keeping your love life romantic and exciting. DESCRIPTION
&Play is an adult intimate line that is a private label owned by JC Penney. It would target young to middle aged singles and couples, and would aim to keep alive the private but playful area of people’s intimate lives. CONCEPT
The concept developed for this line was to focus on the playful aspect of people’s sex lives and incorporate the element of ‘hidden but in plain sight’. Each of the products would therefore be sold in a fake book which would then house the item back in one’s bedroom. Refills would also be sold but the books with secret compartments would always be kept as containers.
GROUP MEMBERS
David Scott Naomi Hoag Sandra Schachermeyer Collin Fry Paul Capili Miki Bong
174
DESIGN PORTFOLIO
JC PENNEY &PLAY
01 02 03 04 05 06 07 08
Never judge a book by its cover. Enjoy your secretive side, close the bedroom doors & play.
GROUP PROJECT
SECTION 8.18
175
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DAVID JOHN SCOTT
176
DESIGN PORTFOLIO
JC PENNEY &PLAY
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.19
177
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DAVID JOHN SCOTT
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DESIGN PORTFOLIO
JC PENNEY &PLAY
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.20
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DESIGN PORTFOLIO
JC PENNEY &PLAY
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.21
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DESIGN PORTFOLIO
JC PENNEY &PLAY
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.22
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DESIGN PORTFOLIO
JC PENNEY &PLAY
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.24
187
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DESIGN PORTFOLIO
JC PENNEY &PLAY
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.25
189
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DAVID JOHN SCOTT
Manifesto department HOME & ELECTRONIC label P R I VAT E L A B E L
target audience 25 – 40 SINGLES
adjectives EMPOWERING SLEEK INDEPENDENT
USP
Elevate your new lifestyle through education and sophisticated products to match it all. DESCRIPTION
Manifesto is another private label owned by JC Penney. It would be a line created for young professional adults wanting to elevate their lifestyle as they mature into the ‘real’ world. The product line would include both home and electronic items, and would focus on educating the consumer on how the product would elevate their lifestyle as an addition to their household. CONCEPT
The concept developed for this line revolved around the idea of education, as well as the pursuit of a collection. Each item within the Manifesto line would be numbered and as the consumer collects more and more of the products they add to their collection, and in a sense ‘build a manifesto’ of their own. The packaging would also focus on educational aspects of the product and it’s use—pointing out the benefits of it as an addition to the consumers life, and allowing them to imagine how it will help them manifest who they want to be. All the while the visual aesthetic is very upscale, clean and sophisticated.
GROUP MEMBERS
David Scott Naomi Hoag Sandra Schachermeyer Collin Fry Paul Capili Miki Bong
190
DESIGN PORTFOLIO
JC PENNEY MANIFESTO
01 02 03 04 05 06 07 08
The only thing that stands in the path of who you are now, and who you want to be, is yourself.
GROUP PROJECT
SECTION 8.26
191
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192
DESIGN PORTFOLIO
JC PENNEY MANIFESTO
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.27
193
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194
DESIGN PORTFOLIO
JC PENNEY MANIFESTO
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.28
195
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196
DESIGN PORTFOLIO
JC PENNEY MANIFESTO
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.29
197
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198
DESIGN PORTFOLIO
JC PENNEY MANIFESTO
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.30
199
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200
DESIGN PORTFOLIO
JC PENNEY MANIFESTO
GROUP PROJECT
01 02 03 04 05 06 07 08
SECTION 8.31
201
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IDENTITIES
01 02 03 04 05 06 07 08
Identities
203
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DESIGN PORTFOLIO
IDENTITIES
01 02 03 04 05 06 07 08
205
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DESIGN PORTFOLIO
IDENTITIES
01 02 03 04 05 06 07 08
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DESIGN PORTFOLIO
IDENTITIES
01 02 03 04 05 06 07 08
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DESIGN PORTFOLIO
IDENTITIES
01 02 03 04 05 06 07 08
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Thank you, so very much.
Mum and Dad, Carole Wyman and Kama Kumar, Tara Scott, Pat Chirakiti, Beau Monroe, Sunny Lee, Naomi Hoag, Nathan Godding, Brian Zobel, Gregg Stratiotto, Christine George, Darrel Hayden, Troy Alders, Thomas McNulty, Roland Young, Michael Osborne, and Mary Scott.
DavidJohnScott phone 505 603 7601 email D AV I D @ D AV I D J O H N S C O T T. C O M web D AV I D J O H N S C O T T. C O M