MARSHALLS BRAND IDENTITY
DRUNK DRIVING AD CAMPAIGN
PG 2
PG 26
BRAND IDENTITY; DEPARTMENT ICONS; STORE EXPERIENCE
AD COUNCIL AD CAMPAIGN AGAINST DRUNK DRIVING
WOAH TYPEFACE
MOMA
PG 10 TYPEFACE DESIGN; PROMOTIONAL POSTER DESIGN
PG 30
EXTENDED MAGAZINE
NOAH & THE WHALE
PG 14
PG 36
PRINT AND TABLET EDITION
SITE INTERFACE REDESIGN AND USER FRIENDLY APP
IDENTITY REDESIGN; CD BOXED SET REDESIGN; SITE INTERFACE REDESIGN
SPECIAL EDITION BOND
SEVEN WONDERS POSTERS
EDITION BOOK COVER & POSTER DESIGNS FOR PG 20 SPECIAL BOND NOVELS IN HONOR OF IAN FLEMING
PG 42
SEVEN WONDERS OF THE WORLD POSTERS DESIGN
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A rebranding of the Marshalls identity meant to evoke a high end feeling. As Marshalls is known for its designer products at bargain prices, the brand must be simple, yet chic; a representation of quality of the merchandise without the cost of fabulous. Therefore, in its simplicity, the newly designed logo displays Marshalls inexpensive prices while the modern and geometric feel plays to the “in season� fashions available in Marshalls stores.
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MARSHALLS
MARSHALLS MARSHALLS LOGO AND ALTERNATES The classic Marshalls black and white logo should be utilized in uniform and sign applications and all identity applications such as business card, stationary and credit card. The alternate logos were developed to be used in advertising and signage depending on the change of season. The bright alternate is meant for spring/summer and the darker logo is meant for fall/winter.
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MARSHALLS September 2, 2004 John Smith Street City, State ZIP Code Country Dear John, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum azril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum azril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Sincerely, Bob Kerrey
LETTERHEAD AND BUSINESS CARD
MARSHALLS 1795 US Hwy 1 S St. Augustine, FL 32084 (904) 808-1246
TJX Companies, Inc 770 Cochituate Road, Framingham, MA 01701
TJX Companies, Inc
770 Cochituate Road, Framingham, MA 01701
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MARSHALLS DEPARTMENT ICONS & DIE-CUT SHOPPING BAGS The Marshalls’ department icons developed to identify individual departments. (Next three pages) Marshalls’ Women icon in store, Marshalls’ shoes icon in store, Marshalls’ die-cut shopping bags
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WOAH is a san-serif typeface created for display purposes. Defined by its thickness and low crossbars, WOAH is best utilized in modern, edgy designs.
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WOAH POSTER SERIES Posters designed to showcase the boldness of the WOAH typeface
A Display typeface for the outrageous, distinctive and exciting. Find it on dafont.com and GO BOLD.
A Display typeface for the outrageous, distinctive and exciting. Find it on dafont.com and GO BOLD.
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A quarterly print and digital publication which focus is on the cinema greats. As more than a magazine, each issue of extended edition is a dedication to one legend of the film industry. Extended edition targets a specific audience: those who’s title goes beyond “movie buff” and delves deeper in to that of “film connoisseur”. The purpose of this magazine is to showcase the cutting edge excitement of the silver screen; to display the greatest historical moments in cinema in a fresh way. Extended edition will itself become lasting member of the industry.
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PRINT PUBLICATION The style of this particular issue is in dedication to Saul Bass, a pioneer in the feild of graphic design as well as an assett to the brilliance of director, Alfred Hitchock, the muse of Extended’s first issue. As it is meant to be an extension of the silver screen, this magazine has been printed on a heavy, gloss stock.
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DIGITAL PUBLICATION
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Alfred Hitchcock’s films show an interesting tendency towards recurring themes and devices, such that one can almost feel that he was in some way making the same movie, or at least telling the same story, over and over again throughout his life as a director. Here are some of the themes that show up repeatedly in his films. Suspense Hitchcock preferred the use of suspense over the use of surprise in his films. In surprise, the director assaults the viewer with frightening things. In suspense, the director tells or shows things to the audience which the characters in the film do not know, and then artfully builds tension around what will happen when the characters finally learn the truth. Hitchcock was fond of illustrating this point with a short aphorism – “There’s two people having breakfast and there’s a bomb under the table. If it explodes, that’s a surprise. But if it doesn’t...” Audience as voyeur Further blurring the moral distinction between the innocent and the guilty, occasionally making this indictment inescapably clear to viewers one and all, Hitchcock also makes voyeurs of his “respectable” audience. In Rear Window (1954), after L. B. Jeffries (played by James Stewart) has been staring across the courtyard at him for most of the film, Lars Thorwald (played by Raymond Burr) confronts Jeffries by saying, “What do you want of me?” Burr might as well have been addressing the audience. In fact, shortly before asking this, Thorwald turns to face the camera directly for the first time. Similarly, Psycho begins with the camera moving toward a hotel-room window, through which the audience is introduced to Marion Crane (Janet Leigh) and her divorced boyfriend Sam Loomis, played by John Gavin. They are partially undressed, having apparently had sex though they are not married and Marion is on her lunch “hour”. Later, along with Norman Bates (portrayed by Anthony Perkins), the audience watches Marion undress through a peephole. MacGuffin One of Hitchcock’s favorite devices for driving the plots of his stories and creating suspense was what he called the “MacGuffin”. The Oxford English Dictionary, however, credits Hitchcock’s friend, the Scottish screenwriter Angus MacPhail, as being the true inventor of the term. Hitchcock defined this term in a 1964 interview conducted by François Truffaut, published as Hitchcock/Truffaut (Simon and Schuster, 1967). Hitchcock would use this plot device extensively. Many of his suspense films revolve around this device: a detail which, by inciting curiosity and desire, drives the plot and motivates the actions of characters within the story, but whose specific identity and nature is unimportant to the spectator of the film. In Vertigo, for instance, “Carlotta Valdes” is a MacGuffin; she never appears and the details of her death are unimportant to the viewer, but the story about her ghost’s haunting of Madeleine Elster is the spur for Scottie’s investigation of her, and hence the film’s entire plot. In Notorious, the uranium that the main characters must recover before it reaches Nazi hands serves as a similarly arbitrary motivation: any dangerous object would suffice. And state secrets of various kinds serve as MacGuffins in several of the spy films, especially his earlier British films The Man Who Knew Too Much, The 39 Steps, and The Lady Vanishes. Hitchcock has stated that the best MacGuffin, or as he put it, “the emptiest,” was the one used in North By Northwest, which was referred to as “Government secrets” The ordinary person Placing an ordinary person in extraordinary circumstances is a common element of Hitchcock’s films. In The 39 Steps, the protagonist Richard Hannay is drawn into a web of espionage, after a female spy he meets in a theatre is killed in his apartment. In The Man Who Knew Too Much (1956), James Stewart plays an ordinary man from Indianapolis vacationing in Morocco when his son is kidnapped. In The Wrong Man, Manny Balestrero (Henry Fonda) is arrested for a crime he didn’t commit. In Psycho, Janet Leigh plays an unremarkable secretary whose personal story is violently interrupted by a furious psychopath. Other clear examples are Strangers on a Train, I Confess, Vertigo, and North By Northwest. The focus on an ordinary character enables the audience to relate to the action in the movie. The wrong man or wrong woman
translated in to a tablet version complete with videos in exchange for photos.
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Mistaken identity is a common plot device in his films. North By Northwest - Roger Thornhill (Cary Grant) is mistaken for George Kaplan, a non-existent CIA agent. The Wrong Man - Henry Fonda is mistaken for a criminal. Vertigo - The film revolves around Scottie Ferguson’s investigation of the false Madeleine Elster’s real identity. The 39 Steps - Richard Hannay, the main character, is unjustly accused of murdering a woman, a spy by the name of Annabella, AKA Ms Smith. Frenzy - The protagonist is thought to be the notorious Necktie Killer due the circumstances he finds himself in. Saboteur - Barry Cane is framed by a saboteur named Frank Fry for an aircraft fire. Shadow of a Doubt - Uncle Charlie (Joseph Cotten) is the real killer of the Merry Widow murders, but the police accuse a dead man from a different state. Only he and his niece (Teresa Wright) know the real murderer. The double Hitchcock often used “the double” in his films as a way to represent the relationship between characters. One representation of “the double” has both characters sharing the same desire however only one of them takes action. In “Strangers On A Train”, Bruno carries out the plot of murdering Guy’s wife, just the way Guy would like to do it. Also in “Rope”, Brandon Shaw and Philip Morgan kill an inferior human being just the way their teacher Rupert Cadell would like to do it. In “Psycho”, Marion Crane steals $40,000 and plans on running away just the way Norman Bates would like to run away from his mother. These characters are in the same situation but are completely different personalities. The likeable criminal, aka the charming sociopath The villain in many of Hitchcock’s films appears charming and refined rather than oafish and vulgar. Especially clear examples of this tendency are Godfrey Tearle in The 39 Steps, Paul Lukas in The Lady Vanishes, Claude Rains in Notorious, Barry Foster in Frenzy, Joseph Cotten in Shadow of a Doubt, Robert Walker in Strangers on a Train, Ray Milland in Dial M For Murder, William Devane in Family Plot, and James Mason in North by Northwest. Villains such as Thorwald (Rear Window) and Norman Bates (Psycho) are portrayed as emotionally vulnerable and sympathetic characters. In Psycho, Marion Crane (Janet Leigh) steals from her employer and runs away to be with her boyfriend, thus making her a criminal for her theft, and immoral for having pre-marital sex. However, the filmgoers are sympathetic to her; she has just decided to return the money when she is then brutally murdered. In Marnie, the title character (Tippi Hedren) is a cunning serial thief.
“The Villian: emotionally vulnerable & symPathetic”
Staircases Images of staircases often play a central role in Hitchcock’s films. The Lodger tracks a suspected serial killer’s movement on a staircase. Years later, a similar shot appears in the final sequence of Notorious. In Vertigo, the staircase in the church bell tower plays a crucial role in the plot. In Psycho, several staircases are featured prominently: as part of the path up to the Bates mansion, as the entrance to the fruit cellar, and as the site of Detective Arbogast’s murder. In Rear Window, an entirely nonfunctional staircase adorns James Stewart’s apartment, in addition to the numerous fire escape staircases seen each time we follow Stewart’s gaze out of his window. In Shadow of a Doubt, Charlie Oakley (Joseph Cotten) attempts to murder his niece by rigging a staircase to collapse. In Dial M for Murder, a key kept under the stair carpet plays a pivotal role in booking the murderer. Frenzy features an unusual shot which tracks the killer and his victim first up the stairs, then retreats backwards down the stairs alone while the audience is left to imagine the killing which is taking place. One other iconic stairwell shot comes from the movie Suspicion as Cary Grant slowly walks up the stairs to deliver what would have been the poisonous warmed milk to his wife. Hitchcock, the studios and Cary Grant decided his character could not end up as a murderer and that scene becomes a red herring with a new ending added. In “The Birds”, the camera follows Tippi Hedren up the stairs to the attic where (suspensefully) the birds wait silently to attack her. This stylistic interest in staircases is attributed to the
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As the Bond hype continues, what better way to market then to reinvigorate Ian Fleming’s 007 novels through special edition, edgy book covers. Through the use of stark whites, blackest blacks and deepest reds, the titles capture the attention of the viewer.
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BOOK COVERS Dust jackets and belly bands
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BOOK COVERS Dust jackets and belly bands (opposite) Limited edition 007 posters
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This drunk driving ad campaign targets primarily male college students between the ages 18-25. Although the legal drinking age in the Unites States is 21, the Ad Council fully understands that underage drinking is common on many college campuses. Therefore, the objective of the campaign is to make “keeping your friends from driving drunk” more fun than drinking. The “scare factor” is lost to this target audience, and thus this campaign utilizes humor and fun to make a point.
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AD CAMPAIGN This drunk driving ad campaign can be best utilized at sporting events and concerts where college students spend their time.
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MoMA site previous MoMA site
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The redesign of the MoMa site and app is meant to encourage museum visits and increase ease of usability. Prior to the redesign, the site was complicated and unorganized, making navigation difficult and tiresome. The new site is simple, sleek, easy to understand and exciting to explore.
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MOMA SITE INTERFACE Simple, easy, the new site showcases the iconic MoMa logo and allows the art to be the star.
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MOMA APP INTERFACE The MoMA app is designed for usability. Everything is easier to find, simpler to navigate and nicer to look at.
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Noah & the Whale is an indie-folk band from Great Britain who’s unique sound has captured the hearts of fans around the world. While the band members are young and adventurous, the old logo was boring and tired. Utilizing a classic serif and an interesting texture, the new logo successfully illustrates the uniqueness of the music and the members. The ampersand loosely suggests a whale without blatently displaying one. Through unique type treatment and simple graphics, Noah and the Whale is refreshed and allowed an effortless and timeless feel.
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CD BOX SET & SITE INTERFACE The cd box set showcases Noah & the Whale’s three CDS as a unit. Each CD follows the one before it, telling the rest of the story. The site interface displays the band’s upcoming shows as well as regular blog updates to keep fans aware of the future events. Easy to navigate with social networking just a click away, the new interface is simple, but not boring.
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The Wonders of the World poster series is designed to encourage travel to the remainding wonders. Although there is no definite list of the “seven wonders of the world� this poster series showcases the wonders claimed by CNN. Playing on past travel posters as well as screen printed posters, these posters are limited edition, one of a kind designs.
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The wonders are waiting the colosseum, italy
SEVEN WONDERS POSTER SERIES Posters designed to showcase the Wonders of the world
The wonders are waiting taj mahal, india
The wonders are waiting Chichen itza, mexico
The wonders are waiting Chichen itza, mexico
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Wonders of the World Poster Series Detail shots