EKLEKTIKOS by Derek Smith

SELECTED WORK OF—DEREK A. SMITH

EKLEKTIKOS _

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TABLE OF CONTENTS—CONTENTS

GR 460—SENIOR PORTFOLIO

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contents _ P.

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EKLEKTIKOS_

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a brief introduction. P.

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a pilot _ of what the future brings.

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PROJECT 01—LOCKHEED MARTIN

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a thinker _ of all things relative.

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PROJECT 02—ALBERT EINSTEIN

a ser v er _

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a leader _

of a holiday match point.

of anchoring top pitches.

PROJECT 03—LACOSTE

PROJECT 07—FIVE TEN

a connoisseur _

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a solv er _

of country tannins.

of problems on display.

PROJECT 04—SHILOH ROAD

PROJECT 08—KMART

a dreamer _ of limitless possibilities.

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thank you _ for your guidance and support.

PROJECT 05—BEYOND

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a helper _ für den hundsport. PROJECT 06—FRABO

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EKLEKTIKOS

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INTRODUCTION—EKLEKTIKOS

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EKLEKTIKOS_ a brief introduction. I D E A S , S T Y L E A N D TA S T E / / An Eklektikos designer derives ideas, style and taste from

from all sides. In order to do that a designer must be able

to think of design as an opportunity to learn and experi-

a broad and diverse range of sources and life experiences.

to think objectively and be open to new ways of thought.

ence new things. It is a forum for knowledge and expres-

To me, this is what design is all about. I am able to draw

By being open and objective you are able to derive new

sion through visual communication. Through graphic

upon my diverse life experiences to identify with a clients

ideas, style and taste from the things around you, both

design, just as in life, there are no limits to what one can

needs and expectations in order to solve their problems.

past and present; as a designer you become Eklektikos.

learn, accomplish and experience.

It is important in design to be able to look at a problem

This portfolio is intended to showcase my diverse life experiences and how those experiences translate into the world of graphic design. As a graphic designer I like

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A PILOT_ of what the future brings. FLIGHT PLAN // Ever since I was a little kid I have always been fascinat-

flight lesson or travel by air to a near or far away destina-

able to draw inspiration and excitement from the prod-

ed with jet airplanes. It is something about the thrill of

tion. Airplanes are a symbol of strength, ingenuity, and

ucts they make. Lockheed Martin makes products that

flying faster than the speed of sound, the roar of their

imagination. All traits that I share as a graphic designer.

advance and push past the limits of their predecessors.

engines as they rip past you in the sky, and their aero-

As a designer I am a pilot of concept development and

Graphic design is also at the forefront of advancement

batic awesomeness that makes my blood boil even to this

problem solving. Designing an annual report for a for-

and as a designer I am a pilot of what the future brings.

day. Because of this, I jump at every opportunity to take a

tune 500 company can be a daunting task, especially if you cannot identify with that company but in this case I was not only able to identify with the company but I was

Project

L ockheed martin annual report

Category

P rint

Course

G raphic D esign 2

Instructor

T homas M c N ulty

Client

L ockheed M artin

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THE FUTURE IS LOCKHEED MARTIN // The focus of this project was toward not only showing

products that are taking us into the future. I used some

ration from my knowledge of their products and added

where Lockheed Martin is at today but where they are

of their best product photography to highlight what they

some of their software based elements of design. These

going and what to expect from them in the future. I chose

do and the products they make but the original photos

elements added a strong technical overtone throughout

to highlight their most recent successes and advance-

were lacking a sense of drama and intrigue. I decided to

the book and really rounded out the design.

ments to give shareholders an opportunity to see the

change the photography to black and white because it had the dramatic effect I was looking for. What were once good shots now became great shots. I then drew inspi-

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1 B rochure

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eurostile / melior

Paper

E pson heav y w eight matte paper

Printer

E pson S tylus P hoto R 1 8 0 0

Bindery

H and - P erfect B ound

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A THINKER_ of all things relative. THOUGHTS // I have always been a thinker of things governing the rela-

verse on a far deeper level. As a designer I have always

today and gave us new understandings of the innermost

tive nature of this world. When given the opportunity, I

thought like a physicist, asking, "what if ?" and then test-

workings of our universe. It wasn’t hard to be inspired by

would prefer to pick up a physics book and read about

ing my hypothesis through rough sketches and computer

this man, I have been for most of my life, and it was a real

the workings of this universe on a macro and micro scale

explorations. When given the opportunity to design for

pleasure expressing our shared passion through design.

than read anything fiction. I do love the occasional novel

an American Museum of Natural History exhibit of my

but I really enjoy the gravity of understanding the uni-

choosing, I naturally took one look at the Albert Einstein exhibit and fell in love. Einstein has always been a physicist I looked up to, he paved the road for modern physics

Project

A lbert einstein exhibition

Category

P rint

Course

G raphic D esign 3

Instructor

laura milton

Client

american museum of natural history

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ALBERT EINSTEIN ON EXHIBIT // Designing promotional materials for an Albert Einstein

tive but relative photography to showcase the man and

and emotion through illustration and typography. The

exhibition was no easy task. Einstein was a man of phys-

his imagination. It was important for the materials to be

result is an exhibition that is easily relatable to anyone

ics, politics and imagination and to express all of those

understandable by a patron of the exhibit who has had

new to Albert Einstein but will also satisfy the appetite

things in one place proved to be very difficult at times.

no prior knowledge about Einstein and his theories so I

of anyone with a prior knowledge of physics.

I chose to pair imagery of Einstein with more imagina-

worked to produce photography that would illustrate his concepts in an immediate and real world fashion. It was also important to me to introduce more technical details

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1 B rochure / 4 posters

Ty p e f a c e s

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“Imagination is more important than knowledge...” -A.E.

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a server_ of a holiday match point. ACE POINTS // Lacoste started out as a tennis brand by tennis phenom

on and off the court and it seems the older it gets the bet-

a great time to pick up a racket and would also be a great

René Lacoste and has since become a fashion icon. I

ter it looks. When I decided to choose Lacoste to repack-

time to introduce new holiday packaging. I chose to

have always been a very athletic and competitive per-

age for the holidays I wanted to design around a holiday

design around Easter and pulled from the natural spring

son and when it comes to tennis I leave everything on

where the Lacoste brand could really live. I thought of

color palette to create packaging that would really take

the court. I enjoy playing tennis and have always liked

what the best time of the year would be to buy some-

consumers by surprise.

Lacoste clothing. The material is incredibly comfortable

one Lacoste products as a gift and thought about how to take the consumer by surprise to increase holiday sales. Being a tennis player myself I knew that spring is always

Project

lacoste holiday packaging

Category

packaging

Course

package D esign 1

Instructor

paul kagi w ada

Client

lacoste

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PA C K A G I N G L A C O S T E F O R T H E H O L I D AY S / / I wanted to take consumers by surprise by designing for a

important for me to use elements from the clothing itself

ground. It was also important to design within Easter

holiday that is not usually associated with holiday shop-

to create a design with a much more natural and special

holiday traditions so in my final stages of design I used

ping; Easter. I pulled blues, pinks, greens, and oranges

heritage feel. Staying true to the brand, I first used the

grass to encircle the packaging accompanied by a hidden

from the natural spring color palette to create a color

embroidered Lacoste crocodile, found on most clothing

tennis ball in place of the traditional "Easter egg."

scheme that is as refreshing as it is memorable. It was

items, paired with the Lacoste logotype as my primary logo. I then used the most popular item sold by Lacoste, their piquĂŠ cotton tennis shirt, as the texture of the back-

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2 shopping bags / 1 shoe box / 1 shirt box / 1 gift card

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hp indigo 5 5 0 0

Photography

D erek A . S mith

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a connoisseur _ of country tannins. Tasting notes / / Wine is the nectar of the gods and Shiloh Road Wine falls

sophisticated to the many tastes wine has to offer and

and pair wine with a meal, what type of wines are good

nothing short. I am very much a connoisseur of wine. I

the taste of Shiloh Road Wine was an answer to that new-

for specific uses and I even learned some of the robust

love it. It is that amazing drink that can be paired with

found sophistication. Because I enjoyed the wine, I was

terminology used to describe it. This whole process has

almost any meal, or drunk alone. I thoroughly enjoy a nice

very excited to rejuvenate Shiloh Road's wine packaging.

not only developed my skills as a graphic designer but has

dinner and a good glass of wine, there is nothing like it.

It gave me an opportunity to not only drink more wine

also made me a new and proud wine connoisseur.

As I have become older my taste buds have become more

but further expand my knowledge base of the wine making and manufacturing process. I learned about the rich history and culture behind wine, how to properly taste

Project

shiloh road reju v ination

Category

packaging

Course

package D esign 3

Instructor

michael osborne

Client

shiloh road w inery

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R E J U V E N AT I N G S H I L O H R O A D / / The idea behind the redesign was to keep the classi-

Road is a table wine was something to keep in mind. It

longer lasting experience. I updated the color scheme to

fication and overall look and feel of the country wine

was important for the design to not become too sophisti-

a richer and more robust brown and a softer and more

intact while increasing the price point. The original

cated otherwise the current consumer might be lost. The

delicate cream. I also created a new pattern of grape

label was very rustic and dark while the wine itself had

purpose of this design was not to redesign but rejuvinate

vines to house and balance out the label.

a warmer and much softer taste. The idea that Shiloh

the brand. I kept the stagecoach as the main brand but included it in a narrative on the back labels. My aim was to create a story about the wine to give the consumer a

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5 w ine varietals / 2 shippers

Ty p e f a c e s

C entury S choolbook / H elv etica

Paper

south w orth connoisseur 3 2 lb

Printer

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a dreamer_ of limitless possibilities. DREAMS // Imagination is one of the most valuable tools a graphic

is that there are no limits to what you can do and say.

and even to soar beyond the highest clouds. The possi-

designer can have. I have always valued my imagination,

My dreams are constantly filled with me having the ca-

bilities are limitless with the Beyond cape. Not only is

it is one of my most precious traits. I often spend my

pability of flight. I have always loved the idea of wearing

it functional in that way but it is one of the most high

time day dreaming about things that are impossible to-

a cape that would empower me to fly as far and as fast as I

fashioned pieces of clothing you can wear. Now you can

day becoming possible tomorrow. One great thing about

wished so, when given the opportunity to design a purely

not only fly but you can look good doing it too.

designing a product and campaign that is purely fictional

fictional product, I chose what came most natural to me; the Beyond Cape. The cape can be used to fly to and from work, it can be used to go visit friends across the world

Project

BEYOND CAPE

Category

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Course

print 1

Instructor

jeremy stout

Client

beyond

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SELECTED WORK OFâ&#x20AC;&#x201D;DEREK A. SMITH

IMAGINING THE BEYOND CAPE // I started designing with just the practical uses of the

could do with the cape and in doing so I was able to make

onto a piece of beautiful white fabric. I hung the fabric so

Beyond Cape in mind but soon realized that the impli-

the campaign a more personal one. The reader can intro-

it would be free to float and ripple next to a standing fan.

cations of what one can achieve and do with the cape

duce their own ideas of what it means to fly. I wanted to

I then proceeded to photograph the effects of the projec-

were so much stronger as a concept. I decided the viewer

keep my imagery as aspirational as possible so I chose

tions onto the fabric and the Beyond Cape was born.

should be responsible for their own ideas of what they

photographs that appear to have no limits and are full of possibility. I rented two projectors and projected those photos simultaneously and overlapping one another

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2 B rochures / 2 P osters

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B E Y O N D wear the freedom to fly.

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what does it mean to fly?

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a HELPER_ fĂźr den hundsport. TRAINING // I am very fortunate to have always had a dog in my life.

working dogs I have seen that there is something that

design and campaigns. Being a designer, I found this to

Growing up it was a Black Lab named Saddie, then a Ger-

stands all on it's own; courage. Being a Police K9 helper,

be a great opportunity to share with the world the side

man Shepherd named Kali, and now I have over 100 plus

also known as an agitator, I have seen the bonds tested

of working dogs that most people only hear about but

Police German Shepherd Canine's I see and help train

between Police Officer and their Canine partners. I have

rarely see. I wanted to create a campaign that showcases

on a regular basis. There is such a high degree of love,

seen the strength of heart and courage exuded by these

these dogs courage in a way that would not be forgotten.

loyalty and trust found in any dog but just being around

dogs and their handlers everyday and in the most challenging situations. Frabo is the world leader in quality K9 training equipment but lacks the same quality in their

Project

frabo product campaign

Category

P rint

Course

print 3

Instructor

roland young

Client

frabo

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MAN'S BEST FRIEND // Throughout time, dogs have been revered for their many

uct campaign I wanted to show what it really means to be

strength, courage and sacrifice than a folded flag. I used

positive and heroic traits. They have fought next to man

a working dog. One of man's highest and honored tradi-

folded flags in unison with some of Frabo's most recog-

and died in our wars since the dawn of time. Their cour-

tions comes in the form of burial. We especially honor

nizable products to create a campaign that shows these

age is tested on our streets today as Sworn Police Officers

those who serve and protect, those who have fought and

are extraordinary products for extraordinary dogs.

and in death are honored as such. For Frabo's new prod-

have died to keep us safe at night, with a ceremonial procession and folding of our nations flag. Design is about the use of symbols and there is no greater symbol of

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series of 3 posters

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a leader _ of anchoring top pitches. THE CLIMB // I grew up in the forests of Truckee California where I

climbing but there is a best way, a way that is efficient

my prior knowledge and experiences as a rock climber

learned to climb at a very young age. I love being in the

and simple. As a graphic designer I am able to apply

to create a promotional campaign that highlights their

outdoors and have a huge love for rock climbing. There

those same principles of efficiency and simplicity in my

products in an aspirational way that is relatable to the

is great risk involved but with that risk comes great

design. For Five Ten, the leading manufacturer of rock

general public and rock climbers alike.

reward. As a climber I sometimes have to find new ways

climbing shoes, I was able to create a simple rating sys-

of navigating a certain pitch, there is no one right way of

tem to let you know what shoes will work best for your level of climbing experience as well as create a new way of promoting their products. I drew upon inspiration from

Project

F i v e T en P roduct C ampaign

Category

P rint / packaging

Course

print 2

Instructor

roland young

Client

fi v e ten

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R AT I N G F I V E T E N / / The difficulty in creating this campaign was making the

creating a relationship between native Yosemite insects'

as a climbing guide for what would normally be impossi-

rating system understandable even by the most novice

incredible climbing abilities and Five Ten shoes. Insects

ble climbs. I also created a narrative story that is used on

climber. I had to find a way to communicate the Yosem-

appear to have the ability to climb almost anything, even

each shoe box to further relate the ability of the insect to

ite Decimal System visually while also illustrating the

something as smooth as glass and as a rock climber wear-

the ability of the climbing shoe.

superiority of Five Ten's products. My solution was in

ing a pair of Five Ten's shoes you feel like you have the same ability. Through intensive research I was able to create actual insect footprint illustrations which I used

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Fo r m a t

5 P osters / 5 shoeboxes / 5 labels

Ty p e f a c e

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Paper

Moab Entrada rag bright 190

Printer

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Bindery

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m i n i m u m D I F F I C U LT Y yosemite decimal system

5.1–5.8, VB–V0

M o d e r at e D I F F I C U LT Y yosemite decimal system

5.9–5.10, V0–V2

rigorous D I F F I C U LT Y yosemite decimal system

5.10–5.11, V3–V6

e x t r e m e D I F F I C U LT Y yosemite decimal system

5.12–5.13, V6–V10

m ax i m u m D I F F I C U LT Y yosemite decimal system

5.14–5.15, V11–V15

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Western Tiger Swallowtail

Oregon Fir Sawyer

Horn Tail Wasp

papilio rutulu s

monochamus oregonensis

TREMEX COLUM BIA

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a solver_ of problems on display. SOLUTIONS // One of my strongest traits is my ability to solve problems.

are issues with identity and branding or marketing and

diately start brainstorming possible solutions. In this

I love to think creatively and look at a problem from all

creating a campaign for a target demographic, a graphic

case we began to solve Kmart's problems of poor brand-

angles in order to find the best possible solution. Being

designer must come up with a definite and successful

ing and product positioning by developing five different

a problem solver is one of the most important roles of

solution. I think it is very important for a designer to

tiers and the packaging for those tiers; in effect changing

a graphic designer. A designer must listen, analyze and

not only know how to solve problems on their own but

Kmart from a house of brands to a branded house.

resolve a clients problems. Whether those problems

also in a group. Because of this I was very excited to work as a member of a group tasked to redesign Kmart. It is very easy for me to come into a group setting and imme-

Project

K M A R T S T O re redesign

Category

packaging

Course

package design 4

Instructor

michael osborne

Client

kmart

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everyday

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organics

mart

I S T R O

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INTRODUCING THE NEW KMART // Our main objective was to elevate Kmart past the level

younger target audience. First, we created a high end tier

try Kmarts new product offerings. And last, an in-house

of its most direct competitor, Target. Through exten-

designed to give the consumer a way to afford some of the

bistro that promotes healthy lifestyles. We also created

sive research we concluded that the best way to do this

best things in life. Second, a lower end tier that targets

a new logo that retains the existing equity of the large K

was to create a five tier branded house that would tar-

consumers looking for everyday value. Third, a certified

but targets a younger generation of Kmart shoppers.

get the existing consumer but also bring in a new and

fair trade organic tier that creates positive brand recognition amongst even the most critical consumers. Fourth, a trial size tier so even the most tentative shoppers can

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KMART STORE REDESIGN

SMART

SIMPLE

HONEST

FRESH

mart

organics

FOOD

S L IA

R T

everyday

I S T R O

BEAUT Y

HOME

FOOD

BISTRO

HOME

BEAUT Y

FOOD

APPAREL

LEGEND

onezee trial size sku regular size sku

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Ty p e f a c e

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VIDA _ designed for life. it ' s time to taste the good life / / Vida, our high-end tier, was designed to give consumers

ucts offer a strong take home value and are not over

still need to work together as a family. We differentiated

a taste of the good life at affordable prices. Kmart was

priced. The refillable flour and sugar containers are

between these product categories by creating different

severely lacking a high-end line and therefore lacking a

prime examples of how Vida offers this new take home

systems of colors, patterns, and methods of production

more sophisticated and youthful consumer base. Vida

value at affordable prices. We created three product cat-

but we unified the line by creating a standard labeling,

aims to capture those consumers by offering products

egories in which the Vida brand would live: food, home,

typographic and branding system.

that fit a younger and more vibrant lifestyle. Vida prod-

and health & beauty. The important thing for us to keep in mind when designing these three categories was the fact that they all needed to be recognized separately but

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I T C garamond

Paper

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K_ everyday. shop for e v eryday essentials / / K is one of two Kmart endorsed brands. The K product

yet exciting graphic system that could be rearranged

The system of typography and graphic elements are

line is our lower-end tier which offers everyday products

and applied to a broad number of product categories.

strong enough that even when they are rearranged the K

at great values. Kmart originally started out as a five

Our system consists of strong colors, large impactful

line still holds together as a system. We also introduced

and dime store in the early 1900's so we wanted to cre-

typography, and numerous graphic elements and icons

new innovative structures that reduce waste and make

ate a line that still promotes that type of value even to

that change position depending on the product category.

life just a little bit easier everyday.

this day. Our solution was K. We created a very simple

In the K line we introduced simple everyday items so it was really important for the design elements to be just as direct and straightforward as the products themselves.

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Ty p e f a c e s

uni v ers

Paper

M oab E ntrada / epson luster

Printer

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K MART_ fair trade organic. kmart is no w certified fair trade / / Our main goal in the Kmart Organics line was to offer

sively offers certified fair trade organic products. We

strictly made from sustainable and or recycled materi-

everyday items, similar to K, that are certified fair trade

wanted the positive affirmations of the products to be

als and is printed with soy-based inks. By creating this

organic. Through consumer research we realized that

as strongly associated with the Kmart brand as possible

tier we changed the consumers perceptions of what the

there is a big push for larger businesses to support and

so we decided to make this line fully Kmart endorsed.

Kmart brand means and opened the door towards a more

sell sustainable products. Kmart was lacking in this

We used the strong and straightforward system from K

positive and sustainable future.

department so we decided to create a line that exclu-

as our starting template but changed the elements to include hand drawn typography and natural materials. Our packaging material for the Kmart Organic line is

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Ty p e f a c e s

uni v ers / hand dra w n

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craft board

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full belly_ in-house bistro. W E L C O M E T O F U L L B E L LY B I S T R O / / One major problem with Kmart and its competitors was

It is a place that invites and entices Kmart's consumers

healthy lifestyles and eating habits. Our goal was to cre-

the lack of healthy meal choices in their in-house food

to have a seat and stay a while. Full Belly offers alterna-

ate an in-house bistro that would make consumers want

courts. We changed that by creating an in-house bistro

tives like frozen yogurt instead of ice cream, sandwiches

to come to Kmart even if they don't have a need to go

dedicated to serving healthy alternatives to the standard

instead of pizza, and cookies instead of fried doughnuts

shopping. It is a place where consumers can get their

junk food offered by most other retailers. Full Belly Bis-

and churros. The food is meant to be a pleasure but not

morning cup of coffee and really sip the good life.

tro was designed to be kid friendly and mom approved.

a guilty one. We used bright colors and hand drawn patterns to inject Full Belly with energy and personality. Our patterns consist of positive messages that promote

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Ty p e f a c e s

B erthold A k z iden z G rotesk / hand dra w n / lo v e ya like a sister

Paper

n/a

Printer

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ACKNOWLEDGMENTS—THANK YOU

GR 460—SENIOR PORTFOLIO

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THANK YOU_ for your guidance and support. T O M Y F A M I LY / /

TO SOME VERY SPECIAL PEOPLE //

TO MY TEACHERS //

This has been a long but wonderful road. I am am so

I am so grateful to have met you all along the way. Keky,

Thank you to all the Academy of Art University faculty

grateful to have such love and support from each of you.

what can I say, you are my best friend and inspire me to

who taught and inspired me. A very special thanks to

It is because of you that I work so hard. Mom, you have

be a better person. You have given and taught me so much

Mary Scott, you have pushed me to never give up on a good

been there every step of the way. Thank you so much for

these past few years. Vader, you are a wild man, it is nice

idea and in doing so helped me to secure my future as a

being so supportive of everything I have wanted to do.

to share that with you even if a sliding glass door gets bro-

graphic designer. Scott Rankin, you gave me my start and

I hope you know how much I love you. Dad, I only hope

ken once in a while. Talbot, less talk, more monkey! Thank

inspired me from day one. Paul Kagiwada, you introduced

that one day I can be half the man you are. Thank you

you for keeping me sane. You are a good friend. Jayde, we

me to my first love, packaging. Tom McNulty, you really

for always being there even when you are a few thousand

started this together and now it's finally finished. It has

believed in me and taught me the benefits of hard work.

miles away. Nigel, bro, it has been a real joy to see you

been a pleasure seeing you grow both as a designer and as

Michael Osborne, thanks for teaching me how packaging

grow into the man that you are. Kali, I miss you. Bob,

a person. Cristina, go team USA! We almost had you. You

really works. You have been a real inspiration, I hope to

your warm advice has never failed me. Jeri, you have

are an amazing designer, there is no question you will find

follow in your footsteps. And last but not least Roland

made my Dad, an already great man, that much greater.

equally amazing success in life. Bibiana, your upbeat and

Young, your classes were like no other. I am so glad I took

Jim Towle, thank you for helping me with such great pro-

loving nature has inspired me in so many ways. You will

the red pill and went further down the rabbit hole.

duction through the years.

always have a very special place in my heart. Renata, it was a real pleasure working with you. I still can't believe you could fit in that soil bag. Caitlyn, you are a real joy to be around. Your great sense of humor and wonderful quirks are what got us through Pack 4. And finally Nicole, This last semester has been something truly special. I have no doubt that you will find great success and happiness in life. Your kindness and big heart make you one of the most amazing people I have ever met.

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_ COLOPHON //

D erek A . S mith 916.541.6265 dsmith @ dereksmithdesign. com www. dereksmithdesign. com

P ublished by D erek A . S mith for the course G R _ 4 6 0 S enior P ortfolio taught by M ary S cott during the S pring of 2 0 1 0 at the A cademy of A rt U niversity, S an F rancisco, C alifornia . A ll rights reserved. N o part of this book may be reproduced in any form without written permission from the publisher .

design — derek a . smith instructor — mary scott platform — macbook pro , adobe creati v e suite 3 typefaces — knockout, chronicle text paper — neenah en v ironment pc 1 0 0 w 8 0 # text cover — arrestox black , gloss black foil end sheets — canford , dreadnought grey photography — derek a . smith camera — nikon d 9 0 slr 1 2 . 3 mp printer — progressi v e solutions , 4 0 8 . 9 8 2 . 1 7 9 0 press — hp indigo 5 5 0 0 & 7 0 0 0 bindery — the key printing & binding , 5 1 0 . 5 9 5 . 3 3 1 1

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