2013
Collection of Work Evan Tolleson
2016
Visual Storytelling
Written, erased, typed, and deleted, each project starts as words on paper. Words are pushed and pulled to find initial ideas, curated into a concept, and refined to tell a purposeful story. These stories have the ability to create experience, motivate an audience, and make information meaningful. To peak interest with any audience, it is important to design emotionally as well as aesthetically. My portfolio is built around this idea. Each project reads as a narrative, not simply a deliverable.
For Opi
Maggid Mesharim /ma-geed mesh-uh-reem/
Background
Like the Greek sophists, the Maggid based their preaching on questions addressed to them by the community, often resulting in stories of morality from the Torah. The role of the Maggid was to preach moral conduct, introspection, and to keep hope alive in the hearts of people. In graphic design, we are tasked with distilling information into a concise message. The most effective messages are clear and emotionally relatable. Like the Maggid, our purpose is to inspire, influence, and teach.
Concept
Maggid Mesharim is a Hebrew phrase that translates to English as ‘telling things that are right.’ In the 16th century, the title was given to inspirational teachers and storytellers who would travel and preach to keep hope alive. Maggid Mesharim, telling stories with purpose, was a large part of my childhood. My grandparents are Holocaust survivors, their stories, like the Maggid, were told with intent and purpose. Whether it be humor, sadness, or inspiration it always left a mark. I approach design problems with this as my backdrop. A story that matters is a story worth listening to.
Index of Work
PG /
Project Title
/ PG
008
Craft Beer Inspired Whiskey
029
Whiskey Packaging and Identity
030
Handmade, Handpicked, Heartfelt
049
Artisan Ceramics Packaging System
052
Wireless, not Powerless
069
Product Concept and Brochure
070
The Power of a Glance
091
Conceptual Typographic Book
092
American Made for Women
113
Garden Tool Packaging and Identity
114
Coffee with Toast, Please
133
Coffee Packaging and Branding
134
Punctuate, Celebrate, Connect
155
Wine Packaging and Identity
156
Created, not Begotten
179
Conceptual Book Series
180
Posters in Environment Various Contextualized Posters
191
Craft Beer Inspired Whiskey Bringing a Voice to Local Distillers
Project
Whiskey Rebrand Packaging 4
008 009
Seven Stills Distillery
Whiskey is traditionally distilled from fermented grain mash, which is technically a very low quality beer. Tim Obert and Clint Potter, friends and founders of Seven Stills, wanted to flip this tradition on its head. They wanted to see what the results would be when whiskey is distilled from high quality, bottle ready craft beer. Seven Stills is redefining whiskey with new, innovative distilling methods. Their approach creates a flavor palate that whiskey drinkers have never before tasted. It was important to Clint and Tim to avoid the clichĂŠ traditional whiskey aesthetic. To avoid doing this, the design bridges the gap from craft beer to quality whiskey. The choice of paper and color palette position Seven Stills as a high quality whiskey, while an industrial choice of typefaces, off-center identity, and quirky illustration recall its roots in craft beer. The result is responsibly playful.
Deliverables—
Small Batch Whiskey 7yr Aged Whiskey
Production—
PMS 166C Rubdown Copper Foil Rubdown Bottle Wrap
Evan Tolleson
Collection of Work
010 011
Seven Stills Distillery
Craft Beer Inspired Whiskey
Evan Tolleson
Collection of Work
012 013
Identity
Position
The Seven Stills distillery is located in Potrero Hill; a neighborhood with a warm, industrial quality. The landscape of Potrero and a young, educated whiskey audience influenced the look and feel of the logo and packaging. In the logo, the typography takes on an industrial look that is softened by wedged corners of an offset hexagon. The balance of industrious and quirky allows Seven Stills to hover two audiences. It appeals to both craft beer and whiskey drinkers.
Seven Stills Distillery
Craft Beer Inspired Whiskey
Evan Tolleson
Collection of Work
014 015
Dogpatch Whiskey Distilled from Almanac’s Dogpatch Sour
content
Seven Stills Collaboration Series Craft Beer Inspired Whiskey
Seven Stills Distillery
Craft Beer Inspired Whiskey
Fluxuate Whiskey Distilled from a coffee porter with Flux Cold Brew Coffee
06/59
Evan Tolleson
Collection of Work
016 017
Seven Stills Distillery
Craft Beer Inspired Whiskey
Evan Tolleson
Collection of Work
018 019
Seven Stills Distillery
Craft Beer Inspired Whiskey
Evan Tolleson
Collection of Work
020 021
Seven Stills Distillery
Craft Beer Inspired Whiskey
Seven Stills Distillery
Craft Beer Inspired Whiskey
Evan Tolleson
Collection of Work
026 027
Seven Stills Distillery
Craft Beer Inspired Whiskey
Evan Tolleson
Collection of Work
028 029
Handmade, Handpicked, Heartfelt To Make and to Give
Project
Artisan Ceramics Packaging 4
030 031
Akila
Every person has the right to personal empowerment. In order to achieve this, we first need to build community. Akila teams with local artists and artisans in African countries to create community. By working together Akila helps generate local economic growth and sustain small businesses. The partnership is a way for artists to share their creative voice. The one of a kind, hand made products are distributed at a Manhattan storefront and all proceeds go back to the artist. Akila connects the corners of the world to encourage artisinal crafts and give artists an international platform. Akila is a monochromatic brand to remind us that no matter where we are from, our creative purpose is the same — to make and to give. Donating for immediate relief is only half the solution. The other half is to provide a way for people to create their own success.
Deliverables—
Packaging System Informational Insert Featured Artist Bio
Production—
Product Photography
Identity
Position
Wisdom is associated with experience and when put into practice it benefits the greater good and community at large. In Swahili, the word for wise is Akila. It is an African baby name and is meaningful to the artists Akila partners with. The symbol is inspired by an African symbol meaning friendship, reinforcing the purpose of Akila. The wordmark is based on a vintage brushed typeface and was redrawn to have short, tight serifs that complement the symbol.
Akila
Artisan Ceramics
Typography
Tiempos Headline Medium
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWwXxYyZz (.,:;?!@#$%^&*)— 01 23456789
National Regular
Secondary Element
Evan Tolleson
Collection of Work
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWwXxYyZz (.,:;?!@#$%^&*)—0123456789
Product Icons
034 035
Akila
Artisan Ceramics
Evan Tolleson
Collection of Work
040 041
Akila
Artisan Ceramics
Evan Tolleson
Collection of Work
042 043
Akila
Artisan Ceramics
Evan Tolleson
Collection of Work
046 047
Akila
Artisan Ceramics
Evan Tolleson
Collection of Work
048 049
Akila
Artisan Ceramics
Evan Tolleson
Collection of Work
050 051
Wireless, not Powerless Solar Powered Device Charging
Project
Product Creation Identity 2
052 053
Vita, Charged Solutions
By the end of 2016, over two billion smart phones will be in use every day. That is one smart phone for every five people in the world. Five million megawatts of energy is needed to charge all the smart phones today. That could power nearly half a million homes for a year. This issue is a social and communal problem that Vita seeks to fix. It uses the only free source of energy, solar energy, to charge your device when placed on a Vita Surface. Vita is about the freedom from being tethered. The wireless power allows your device to self-manage, so you can keep doing what you enjoy. Vita is an embedded technology that can be applied to any surface. To make a universal product visible and equitable, the color red is used throughout the brochure. It indicates, instructs, and educates. The overlaying of image, color, and technical line drawing is representative of how Vita is used.
Deliverables—
Product Brochure Direct Mailer
Production—
Die Cut Cover Flap Side Sewn
Evan Tolleson
Collection of Work
054 055
Identity
Position
The Latin word for life is Vita. Vita not only breathes life into our devices, it helps us enjoy our free time by removing the worry of running out of battery. The Vita identity is minimal and refined. It resembles the efficiency of charging your device on any surface. The 'V' and 'A' can be seen as directional arrows, giving and receiving. Receiving a charge from the sun and giving power to our devices.
Vita, Charged Solutions Wireless, not Powerless
Typography
Founders Grotesk Light
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWwXxYyZz (.,:;?!@#$%^&*)—0123456789
Founders Grotesk Medium
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWwXxYyZz (.,:;?!@#$%^&*)—0123456789
π Secondary Element
Evan Tolleson
Collection of Work
Technical Drawing Infographic
68%
056 057
Vita, Charged Solutions Wireless, not Powerless
Evan Tolleson
Collection of Work
058 059
Vita, Charged Solutions Wireless, not Powerless
Evan Tolleson
Collection of Work
060 061
Vita, Charged Solutions Wireless, not Powerless
âˆŤ
Evan Tolleson
Collection of Work
062 063
Vita, Charged Solutions Wireless, not Powerless
Evan Tolleson
Collection of Work
066 067
Vita, Charged Solutions Wireless, not Powerless
Evan Tolleson
Collection of Work
068 069
The Power of a Glance A Typographic Expression
Project
Experimental Type Typography 3
070 071
The Power of a Glance
We live in a society dedicated to the idea that we're always better off gathering as much information and spending as much time as possible in deliberation. Haste makes waste, look before you leap. But I don't think this is always true. This is a book about rapid cognition, about the kind of thinking that happens in a blink of an eye. When you meet someone for the first time or walk into a house you are thinking of buying your mind takes around two seconds to jump to a series of instant conclusions. Those conclusions that we reach are really powerful, really important and, occasionally, really accurate. The Power of a Glance is an exploration of this type of thinking. The book itself is a glimpse in time. Blurred imagery and broken typography act as fleeting moments. Important information is linked to sidebar notes and visually explained through diagrams and infographics.
Deliverables—
Oversized Coffee Table Book
Production— PMS 534C Foil Stamp Coptic Bound Signature Sewn
Evan Tolleson
Collection of Work
072 073
The Power of a Glance
The Adaptive Unconscious
Evan Tolleson
Collection of Work
074 075
The Power of a Glance
The Adaptive Unconscious
Evan Tolleson
Collection of Work
076 077
The Power of a Glance
The Adaptive Unconscious
AU 01
AU 04
AU 15
Evan Tolleson
Collection of Work
078 079
The Power of a Glance
The Adaptive Unconscious
Evan Tolleson
Collection of Work
080 081
The Power of a Glance
The Adaptive Unconscious
Evan Tolleson
Collection of Work
082 083
The Power of a Glance
The Adaptive Unconscious
Evan Tolleson
Collection of Work
084 085
The Power of a Glance
The Adaptive Unconscious
Evan Tolleson
Collection of Work
086 087
The Power of a Glance
The Adaptive Unconscious
Evan Tolleson
Collection of Work
088 089
The Power of a Glance
The Adaptive Unconscious
Evan Tolleson
Collection of Work
090 091
Photography Credit Javier Pardina
American Made for Women Ergonomically Designed Garden Tools
Project
Garden Tool Packaging Packaging 3
Bonafide Garden Tools
Farmers and tradesmen do not leave their homes without first donning their Carhartt. It is a symbol of work ethic, durability, and knowledge of craft. In the past fifteen years, the landscape has changed and the definition of American work-life has expanded to include a variety of people and professions. This new diversity is a call for change. As an integral part of the American work-life, Carhartt falls short in women’s categories. By introducing Bonafide, a female garden tool line, Carhartt welcomes a new audience with a warm, natural and honest voice. Bonafide is a garden tool line that is ergonomically designed and weighted for women. The design retains the all-terrain look and feel of its parent brand, Carhartt, while introducing the appropriate amount of femininity. The interplay of color, photography, and graphic elements depict the environment in which the tools are used and the change of seasons.
Deliverables—
Packaging System Promotional Brochure Planter Box
Production—
Back Panel Promo Slip Engraved Wood Tops
Evan Tolleson
Collection of Work
094 095
Bonafide Garden Tools
American Made for Women
Evan Tolleson
Collection of Work
096 097
Identity
Position
How do you brand a product for women that is made by a dominantly male brand? The solution is for Bonafide to identify with two key traits—rugged and natural. The Bonafide wordmark and symbol each represent one trait. Natural curves, rounded corners, and a friendly x-height characterize the wordmark. While the symbol takes on a geometric, calculated, and rugged feeling.
Bonafide Garden Tools
American Made for Women
Evan Tolleson
Collection of Work
098 099
Bonafide Garden Tools
American Made for Women
102 103
Bonafide Garden Tools
American Made for Women
Evan Tolleson
Collection of Work
104 105
Bonafide Garden Tools
American Made for Women
Evan Tolleson
Collection of Work
106 107
Bonafide Garden Tools
American Made for Women
Evan Tolleson
Collection of Work
108 109
Bonafide Garden Tools
American Made for Women
Evan Tolleson
Collection of Work
110 111
Evan Tolleson
Collection of Work
112 113
Coffee with Toast Please Making Friends Making Coffee
Project
CafĂŠ Rebrand Identity 2
three
four
seven
FREE
114 115
The Mill
Josey Baker Bread and Four Barrel Coffee came together to create The Mill. Their cafe is located in Alamo Square in a naturally lit, open space. In the collaborative and communal spirit, no wifi and outlets are available inside the cafe. This is to encourage real life interaction and give us a break from our fast-paced, technology driven lives. Some of the cities best coffee and freshly baked bread can be found at The Mill. It is their belief that the best loaf of bread is from your neighbor and The Mill prides themselves on being that neighbor. Besides daily cups of great coffee, they also host Monday night homemade pizza parties. In an industry that is already highly designed, it is important to take a fresh approach. The redesign aims to transform The Mill into the neighbor they would like to be — forward thinking, warm, and genuine. The core essence of The Mill is captured in an outreaching, fluid wordmark.
Deliverables—
Coffee Bags & Boxes Business System Mailer & Give Away Menu
Production—
Wood Engraved Menu
Evan Tolleson
Collection of Work
one
two
three
four
five
six
seven
FREE
116 117
The Mill
Coffee and Bread
Evan Tolleson
Collection of Work
118 119
Identity
Position
The Mill is, above all else, a collaborative effort. Two entities under one roof with one name operating independently. It is the first of its kind in San Francisco and, so far, extremely successful. A variety of wordmarks were drawn and explored before landing on this lettering style. Each letter flows into the next to create a pattern of positive and negative shapes. This pattern brings to mind the rolling hills of the city, a sliced loaf of bread, and all things communal.
The Mill
Coffee and Bread
Evan Tolleson
Collection of Work
120 121
The Mill
Coffee and Bread
Evan Tolleson
Collection of Work
122 123
The Mill
Coffee and Bread
Evan Tolleson
Collection of Work
124 125
The Mill
Coffee and Bread
Evan Tolleson
Collection of Work
126 127
The Mill
Coffee and Bread
Evan Tolleson
Collection of Work
128 129
The Mill
Coffee and Bread
Evan Tolleson
Collection of Work
132 133
Punctuate, Celebrate, Connect Three Generations of Winemakers
Project
Wine Label System Packaging 3
134 135
Whitehall Lane
Wine represents more than a relaxing afternoon beverage. It slows us down from our fast-paced life, celebrates achievements, and helps us stay connected to each other. As an enduring cultural symbol of special occasions, a glass of wine has become synonyms with connection. Whitehall Lane is owned and operated by three generations of the Leonardini family. The winery has received awards for producing some of the greatest wines in the world. Despite having international recognition, Whitehall Lane is locally overlooked. The redesign of their label system gives them a uniquely modern feel in a standardized market and will grab the attention of a new audience. Wine is often the bridge for people to engage, share in laughter, and build new relationships. The placement of the logo —breaking the plane of the label—and typographic system represent the idea of connection.
Deliverables—
Premium Cab Cabernet Sauvignon Pinot Noir
Production—
PMS 186C Rubdown Embossed Logotype Red Foil Stamp Cast Mold Symbol
5"
7.125"
27
Evan Tolleson
Collection of Work
°
136 137
Identity
Position
The Whitehall Lane identity represents the classic wine history of the Leonardini family and their three generations of winemakers. It balances family tradition and modern sensibilities. The symbol is constructed of three vertical lines within a circle. Individually, each line represents a generation of the Leonardini family that work together on the winery. As a whole, the mark is a simplified representation of the rows of vines that sprawl across Napa Valley.
Whitehall Lane
Punctuate, Celebrate, Connect
Typography
Domaine Text Italic
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWwXxYyZz (.,:;?!@#$%^&*)—0123456789
Texta Regular
Evan Tolleson
Collection of Work
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWwXxYyZz (.,:;?!@#$%^&*)—0123456789
138 139
Whitehall Lane
Punctuate, Celebrate, Connect
Evan Tolleson
Collection of Work
144 145
Whitehall Lane
Punctuate, Celebrate, Connect
Evan Tolleson
Collection of Work
146 147
Evan Tolleson
Collection of Work
148 149
Whitehall Lane
Punctuate, Celebrate, Connect
Evan Tolleson
Collection of Work
150 151
Whitehall Lane
Punctuate, Celebrate, Connect
Whitehall Lane
Punctuate, Celebrate, Connect
Evan Tolleson
Collection of Work
154 155
Created, Not Begotten Exploring the Power of Eugenics
Project
Conceptual Book Typography 4
156 157
Regenisis
Synthetic biology is a transformative innovation that will make it possible to build living machines from off-the-shelf chemical ingredients. Among the potential applications of this new field is the creation of microorganisms that can produce pharmaceuticals, detect toxic chemicals, break down pollutants, and destroy cancer cells. For all the benefits it promises, synthetic biology could be more dangerous than chemical and nuclear weaponry. Proposed ideas of genetic modification have sparked conversations about morality issues and transhumanism. The booklets invite the reader to form an opinion. The line between organic and inorganic is becoming increasingly blurred. Will we be able to tell the difference when both exist simultaneously? Does it even matter? Three booklets were designed to represent synthetic life, organic life, and the convergence of the two.
Deliverables—
Three Booklets Poster Series
Production—
Short Sheet Inserts Signature Sewn
Evan Tolleson
Collection of Work
158 159
Regenisis
Created, Not Begotten
Evan Tolleson
Collection of Work
162 163
Regenisis
Created, Not Begotten
Evan Tolleson
Collection of Work
164 165
Regenisis
Created, Not Begotten
Evan Tolleson
Collection of Work
166 167
Regenisis
Created, Not Begotten
Evan Tolleson
Collection of Work
168 169
Regenisis
Created, Not Begotten
Evan Tolleson
Collection of Work
174 175
Regenisis
Created, Not Begotten
Evan Tolleson
Collection of Work
176 177
Regenisis
Created, Not Begotten
Evan Tolleson
Collection of Work
178 179
Posters in Environment Various Contextualized Posters
Project
Selected Posters Various
180 181
Various Posters
Synthetic biology is a transformative innovation that will make it possible to build living machines from off-the-shelf chemical ingredients. Among the potential applications of this new field is the creation of microorganisms that can produce pharmaceuticals, detect toxic chemicals, break down pollutants, and destroy cancer cells. For all the benefits it promises, synthetic biology could be more dangerous than chemical and nuclear weaponry. Preposed ideas of genetic modification have sparked conversations about morality issues and transhumanism. The booklets invite the reader to form an opinion. The line between organic and inorganic is becoming increasingly blurred. Will we be able to tell the difference when both exist simoltaneously? Does it even matter? Three booklets were designed to represent synthetic life, organic life, and the convergence of the two.
Deliverables—
Various Movie Posters Type 4 Poster Series
Evan Tolleson
Collection of Work
182 183
VERTIGO
Starring James Stewart and Kim Novak
Co Starring Barbara Bel Geddes and Helmor Jones
A masterpiece directed by Alfred Hitchcock
Selected Posters
Posters in Environment
Evan Tolleson
Collection of Work
184 185
S TA R R I N G
C O – S TA R R I N G
D I R E C T E D BY
Jim Carrey Kate Winslet
Kirsten Dunst Mike Ruffalo Elijah Wood
Michael Gondry W R I T T E N BY
Charlie Kaufman
Eternal Sunshine of the Spotless Mind
Selected Posters
Posters in Environment
Evan Tolleson
Collection of Work
186 187
Selected Posters
Posters in Environment
Nomitaed for Best Documentary in 2003
obstruction 01⁄05¬
complete freedom ▫ or back to bombay
obstruction 03⁄05¬
12 frames ▫ answers ▫ cuba
obstruction 02⁄05¬
obstruction 05⁄05¬
lars von trier will make the last obstruction
The Five Obstructions Lars von Trier and Jøgen Leth
The Five Obstructions Lars von Trier and Jøgen Leth
In 1967, experimental filmaker Jorgen Leth created a striking short film, The Perfect Human, starring a man and women sitting in a box while a narrator poses questions about their relationship and humanity. Years later, Danish director Lars von Trier made a deal with Leth to remake the film five times, each under von Trier's strictly prescrived rules. As Leth completes each challenge, von trier creates ever more elaborate rules for the contest.
In 1967, experimental filmaker Jorgen Leth created a striking short film, The Per starring a man and women sitting in a box while a narrator poses questions ab relationship and humanity. Years later, Danish director Lars von Trier made a d to remake the film five times, each under von Trier's strictly prescrived rules. As pletes each challenge, von trier creates ever more elaborate rules for the conte
Directed by Lars von Trier Jorgen Leth
Directed by Lars von Trier Jorgen Leth
Screenplay by Asger Leth Lars von Trier Jorgen Leth
obstruction 01⁄05¬
12 frames ▫ answers ▫ cuba
a miserable place ▫ don' t show it ▫ jØrgen leth is the man ▫ meal
Collection of Work
obstruction 03⁄05¬
obstruction 02⁄05¬
Evan Tolleson
Screenplay by Asger Leth Lars von Trier Jorgen Leth
complete freedom ▫ or back to bombay
Nomitaed for Best Documentary in 2003
cartoon
obstruction 04⁄05¬
a miserable place ▫ don' t show it ▫ jØrgen leth is the man ▫ meal
188 189
Selected Posters
Posters in Environment
Evan Tolleson
Collection of Work
190 191
Selected Posters
Posters in Environment
Evan Tolleson
Collection of Work
192 193
et@
Evan Tolleson 415 827 9128
.com
Thank You
Instructors
The creative process is rarely linear. Thank you Mary and Tomv for allowing me to take wide turns. Your knowledge, guidance, and passion helped me stay inspired and put my best foot forward. Thank you for all the extra hours, long email chains, and honest criticism. This portfolio is a result of your influence. Thank you David Hake, Ariel Grey, Roland Young, Beau Monroe, Darrell Hayden, Michael Osborne, and Todd Schulte for sharing your knowledge with me. The lessons I learned from you are invaluable.
Mom, Dad and Danielle
Chenyu
Ray
A quick thanks does not do justice to how thankful I am for your love, encouragement, and support both in school and in life. You are the best role models a kid could ask for. This book is as much yours as it is mine. Thank you for your critical eye, listening ear, and beautiful smile. Your endless patience helped me through every semester struggle. My friendly competitor. Thank you for always telling me what I need to hear and dealing with my mid semester moods. You're passion for design and dedication to craft inspire me. Can we share bookmarks now?
Colophon
Services
Production
Printing
Graphic Imagery 396 Forbes Blvd San Francisco, CA 94080
Binding
The Key Printing & Binding 1934 Park Blvd Oakland, CA 94606
Material
Arrestox B, Pewter Linen Mohawk Digital, 80lb
Typography
Lyon Display Commercial Type, 2010 Neuzeit S Wilhelm Pischner, 1959
Photography
Evan Tolleson Canon EOS 5D III
The Beginning