Contents Industrial Design Starbucks in 2025 - The Seedpod AFFA - Adjustable Frequency Fire Alarm 02 Communicate - Smart metering system Whirlpool Smart Fridge Shinola Watch Nike Sprint Watch Rolex Daytona Love and Peace Sculpture Other Projects
Graphic Design The Bailey Pub and Restaurant Red Wings Fan Art Diablo Shooting Tables Leo’s Coney Island - Coney Club “It’s All Greek to me” - Salad Dressing logo Detroit Coney Club Chick in the Mitt Personal Brand identity Logo Ideation Junior Brewing Company Nothing Stops Detroit poster Truck Assembly line poster Destroy typography Detroit cartoons Wimbledon poster
About Me My name is Freddie Jordan and I am freelance Industrial designer with 2 years experience. I specialize in product analysis, sketch ideation and 3D CAD modelling as well as graphic design and branding. I have worked with clients including Hanna Communications, Leo’s Coney Island and the Detroit Coney Company to create promotional artwork and branding strategies. I am a dedicated and enthusiastic person who is driven to find and solve problems through design. I love to take things apart and put them back together. I am constantly asking questions such as, ”Why was that product made that way?”, “Why was that material used?”, “How can I make this better?” and I am never content until a problem is solved. I pride myself on being meticulous, always trying to look at projects from different angles to make sure the best outcome is reached. I am originally from London, England but I now reside in Plymouth, Michigan having gained a Bachelor of Arts in Industrial Design from Brunel University. Designers I admire include, Tom Dixon, Marc Newson, Le Corbusier, Frank Lloyd Wright, Charles and Ray Eames and Charles Rennie Mackintosh. I enjoy music, travelling and photography and my favorite places to visit are the Henry Ford museum and Greenfield Village.
INDUSTRIAL DESIGN
Starbucks Seedpod - Guerilla Gardening Starbucks Style Where will Starbucks be in 2025?
Brief Di ve Discover rge & Gather
Starbucks Green : Pantone color 342 C
Envisioned as a conceptual design for where Starbucks as a brand may be in 2025, the Starbucks ‘SeedPod’ is the new-age tactic for Guerilla Gardening.
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Starbucks Beige: Pantone color 4675 C
The ‘Seed Pods’ are designed to be given away at Starbucks locations together with free seeds, which are meant for planting in the local community. The aim is to rejuvenate dilapidated areas in alignment with Starbucks sustainable policy.
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Starbucks Brown 1 : Pantone color 4645 C
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Starbucks Red 2 : Pantone color 1815 C
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Starbucks Red 1 : Pantone color 1805 C
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The ‘SeedPods’ sit on an interactive dock and each dock is able to access a map of the local community. On this map users are able to update where they have been using their ‘SeedPods’ and discuss areas in need of redevelopment. Starbucks Brown 2 : Pantone color 4635 C
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Prototype Build Test Operate Maintain Enhance Modify Produce
1. Current products available to purchase at Starbucks. Looking at form and materials and making sure that these attributes are taken forward into the design process. 2. Starbucks color swatches. It is important to understand the brand and its identity. 3. The design process. 4. Starbucks market positioning map. Understanding where a brand fits is important to maintain and improve upon quality. Analyzing brand attributes and choosing which to enhance to benefit the customer in the desired way is key to looking at where the brand will be in the future. 5. Starbucks Stakeholder map. Understanding the company and key influences within it. 6. Starbucks Brand Donut. Clarification map of internal company values. 7. Starbucks Brand Pyramid. Analyzing the overall identity of the brand down to its core attributes. Subtle shifts in attributes can affect the overall identity. The identity which Starbucks wishes to portray in the future is to be considered as well as which attributes to change in order to achieve this. 8. The Starbucks opportunity venn looks at areas for development. Starbucks has an opportunity to act on a more local level in the future and this where the Seedpod comes in. Bringing people together through sustainability and planting, building on core attributes and gaining exposure to local communities.
Low Perceived Quality Owners
Product
Low Price
High Price
Infl uence at Starbucks Coff ee High Low
Customer
• The worlds leading supplier & roaster of coffee beans. • Strong logo and prominence on every high street. • Variety of coffee
Coffee Farmers
Investors Managers
Activists Media
Suppliers
Communication Manufacturers
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Employees
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High Perceived Quality
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Starbucks Identity
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Starbucks DNA Starbucks Values Core Attributes
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Low Interest in Starbucks Coffee
Generic. Corporate. Informative. The sizing system of beverages is unusual and often
Position Maintaining “Third Place” scenario. Evoking feelings. Providing security.
The third place • • • •
Connections
Ethical
Homely Uniform Community Focused Educated Environment Social Relaxed
Meeting Place
Lunch Break
Remain leader in Coffee sector. Maintain customer satisfaction. Products for the community. Shake negative Public Perception.
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Social Environment
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Convenience
Business Meetings
Consumer Interests
Business Goals
Familiar
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• Creates a sense of wellbeing. • Convenient. • Warm • Relaxing
R&D
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Aesthetically pleasing products. High quality coffee & products. Looking out for local community more.
Customer Satisfaction Reliable products Well-being satisfaction. Easily accessible.
Behavior • Largest buyer of Fairtrade Coffee beans. • Aggressive business strategy. • Baristas always friendly.
Starbucks Seedpod Sketch Ideation Sketch development of the Starbucks Seedpod. Throughout the development Starbucks core values are considered. Organic shapes such as coffee beans and leaves are reflected in the sketches as well as the varying sizes of coffee cup. Key words to remember. Together, family, friends, organic, sustainability, planting, rejuvenate, urban, green.
Final Conceptual Model
The two large images show Adcepts for the SeedPod. The Adcepts show areas of urban development in need of planting and allotment space in need of further care. The two images along the bottom show the concept as published on www.weather.com and the final Starbucks report.
AFFA Adjustable Frequency Fire Alarm Designed in collaboration with the Royal National Institute for Deaf and Hard of hearing people (RNID) the AFFA (adjustable frequency fire alarm) is an innovative new product to aid in the everyday protection of people with hearing loss. After extensive research it was discovered that fire alarms emit sound at 3200 hz, meaning people who have hearing loss in this higher frequency register are less likely to be alerted in an emergency situation. After talking to audiologists it was discovered that there are many types of hearing loss at different frequencies. It was reasoned that an alarm must be customized to the individual in need. AFFA addresses this need by allowing the user to vary the frequency, AFFA is a wireless fire alarm system, when one alarm is triggered, all alarms sound, even if the other alarms are yet to detect the fire. This allows the saves the user vital seconds when seeking safety. Together with a strobe light and vibrating pad, AFFA is an enhanced system of fire alarm that is proven to more effectively aid people with hearing loss.
2 Research 1. Working in collaboration with audiologists allowed insight into how we he hear sounds, what causes hearing loss and what the different types of hearing loss are. This research proved invaluable to the product outcome as it allowed understanding of frequency and pitch and gave a clear avenue of development.
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Cookie-bite hearing loss
Reverse Cookie-Bite hearing loss
Reverse Ski-Slope Hearing loss RNID Watch Alarm -Vibrating pad -Clock face
2. Understanding of the basic functions of the human ear and knowing how the ear hears sound was necessary in order to develop the product in the correct way. 3. Decibels are how loud the sound is. In order to make a fire alarm for hard of hearing people more effective is may be presumed that turning up the volume will help. However, with the correct research is was reasoned that the product would be better tailored by allowing for an alternative frequency output.
RRP - ÂŁ43.99
RNID Fire Alarm
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- Power junction - Alarm - Vibrating Pad - Strobe Light RRP ÂŁ113.85
4. Existing product research. Currently on the market there are no products that allow for frequency change. It is this customization that sets AFFA apart. Each user can tailor their alarm to best suit their hearing loss. Looking at existing products AFFA aims to be more affordable and more effective in an emergency.
Product Specification It is highly important to define a specification for the product before further development and manufacture. Below are the categories covered in the specification. • • • • • • • • • • • • • • • • • • • • • • • •
Basic System Purpose Performance Product Life Span Service Life Ergonomics Environment Quality and Reliability Manufacturing Cost Market Price User & Target Market Marketing Information Manufacturing Volume Weight and Size Materials Aesthetics Appearance & Finish Testing, Standards Patents Product Disposal Safety Installation Maintenance Packaging & Shipping Competitors.
Excerpt from the Product specification. The full specification can be found in the AFFA documentation at http://issuu.com/freddiejordandesign • The frequencies that the alarm can be set too are 520Hz, 1500Hz and 3000Hz square waves. • Product is to be mains operated with battery backup to be in accordance with BS 5446-3 Fire Detection and fire alarm devices for dwellings – Specification for smoke alarm kits for deaf and hard of hearing people. • Product to sound at 90 db at distance of 3m from base unit. • Powered by mains 240V input with 12V battery backup that lasts for 100 hours. • Product is to be on 24/7. Batteries battery backup to last 100 hours. Testing regularly is recommended. • Total manufacturing cost has been calculated to be £34.85 and should not be exceeded. • Retail price to be 49.99. • Combined weight of components used in Hallway unit and Bedroom used is 350g. Total weight not to exceed 350g with PS covering and product packaging.
Adapted fire alarm system
Wireless Fire Alarm
Variable Frequency Output
AFFA diagram The diagram depicts the way in which the system works. The fire alarms are all linked wirelessly. If one detects the fire all are sounded. This is unique in a home setting and is desirable as no wiring installation is needed. Affa has a base unit that sits beside the users bed. This unit, as well as emitting at a custom frequency, utilizes strobe lighting and a vibrating pad in order to rouse anyone who may be sleeping.
Wireless alert
Vibrating Pad (2m wire)
Strobe Light
AFFA Design Ideation
On the previous page AFFA orthographic drawings are shown as well as schematic drawings and final aesthetic model. On this page the AFFA prototype is shown in context by the bedside table as well as close ups of the electronic PCBs, CAD rendering and user testing focus group. A video of the working AFFA prototype can be found at https://www.youtube.com/user/freddiejordandesign
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With the 02 Communicate community involvement is actively encouraged. When energy is collectively saved incentives through price reduction can arise.
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Designed to monitor energy in small communities, the device seeks to forge strong community bonds and ownership of the energy used in the local area. The device highlights areas where power could be saved and encourages people to consider their use and turn things off.
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With a responsive, personalized display that gives more detailed energy analysis, understanding the importance of energy saving becomes evident.
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Rob drove 5 miles less by combining trips.
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With energy consumption high on societies agenda, the O2 Communicate provides updates on local energy use, enabling behavior change as the population become more aware of the power they are collectively using.
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Whirlpool Smart Refrigeration The Whirlpool smart fridge is a conceptual design for way in which refrigerators may operate and look in the future. The interface focuses on simplified categories and integration with existing smart systems. An in-built touch screen allows communication with a specifically designed mobile application. The smart refrigerator has its own in built scanner allowing inventory to be easy added and subtracted. The refrigerator has been designed in four separate colors to denote the series and reflect the brand of Whirlpool.
Custom display. Input text via Smart Fridge application.
Display of inventory. 2 seperate displays for fridge and freezer.
Scan items too add them to the inventory. Scan again to remove them.
Options list for on screen settings. Touch to send recipes to smart phone.
The image to the left shows how items can be scanned into and out of the refrigerator.
Whirlpool Smart Fridge App Layout
1. App Color. When Fridge number is entered app updates to the color of the model. 2. Shopping list. When a product is removed from the fridge it can be scanned out. This automatically sends the item to the shopping list. 3. Inventory. User can look at the inventory of the refrigerator and the freezer. Items can be scanned in and added to either inventory. 4. Recipes When the recipe button is pressed the user is given suggestions of what they can cook based on what items are in their inventory. 5. Food Match When the food match button is pressed the user is shown weekly coupons for the food that they buy most often. The fridge knows what food types the user prefers and gives them suggestions of similar products that are on sale. 6. Messages. User is able to type a message on their smart device and have it updated onto the screen in the refrigerator. 7. Settings User can access refrigerator settings such as ice type, temperature and vacation mode.
Shinola ‘The Corktown’ ‘The Corktown’ a concept design for Shinola and aims to represent both Shinola’s and Detroit’s heritage. With Corktown being the oldest neighborhood in Detroit and Shinola one of Detroit’s oldest brands it seems natural to join the two through design. Taking the color scheme from buildings in Corktown and marrying that with iconic design form, materials and attributes from Shinola “The Corktown” watch was born. The key to the project was understanding form, materials and branding.
Nike Sprint Watch Aimed at fitness enthusiasts the Nike Sprint is a sport watch that offers its users more. With built in GPS, heart rate monitor, distance and step tracker it aims to revolutionize the way you run. This was an exercise in brand awareness, understanding and redesign. The Nike brand has been reflected in the use of brightly colored buttons and wristband stripes as well as finer detailing of the Nike logo and ‘Just do it� slogan. The model was designed and rendered in Maya using MentalRay.
Rolex Daytona Modelled in Maya 2014 and rendered using MentalRay.
Peace Sculpture
Sketches
Other projects we can talk about 1. Callaway Golf . The Next Shot - A future strategy proposal. The report provides an analytical insight into the Callaway Golf Company, with analysis that provides a proposal for future innovations. The report makes use of specific business tools and precise financial sources to present a step forward for the company. Areas of consideration addressed to justify the proposal are, Company Heritage, Company Values, Current Offerings, Social and Economical Implications. The report suggests an innovative way of maintaining Callaway as one of the leading brands in the world of Golf.
2. Environmental analysis of an existing fire alarm for deaf and hard of hearing people.
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In the report I have taken apart and analyzed each component of a fire alarm from an environmental perspective, with suggestions of an eco-friendly re-design.
3. Design for Manufacture - A Fairy liquid bottle. Analysis of how a Fairy liquid bottle has been designed for mass manufacture.
4. Fender - New product development.
Comparative analysis of 3 guitars from different manufacturers, looking at how attributes of each one make them successful and which Fender can harness for their own future products. Used in this document are the tools Quality Function Development (QFD), Function Modes and Effects Analysis (FMEA), Product Function Analysis and Value Analysis. Each looks at the different ways to ensure innovation of future products will be successful.
5. Is there more to life than increasing it’s speed? A short essay looking at how products today aim to increase the speed at which we carry out tasks.
6. AFFA - Adjustable frequency fire alarm Further insight into the AFFA fire alarm. Talking points include product specification and manufacture.
7. Starbucks in 2025. Further insight into the project Starbucks in 2025. Further talking points include comparative analysis and branding.
8. Sketchbook Every designer must have sketch book. Let’s take a look at mine.
Research projects can are on my Issuu page at http://issuu.com/freddiejordandesign My personal website is www.FreddieJordanDesign.com Behance at https://www.behance.net/Fred_Zeppelin
GRAPHIC DESIGN
The Bailey Pub & Restaurant I was approached by The Bailey Pub and Restaurant to redesign their logo and create poster designs for their various theme nights. The Bailey’s Irish roots have been incorporated into the logo.
Red Wings Promotional Material Personal project created using Photoshop.
Diablo Shooting Tables Promotional artwork created for a new brand of shooting table called “Diablo”. With the client supplying the font (also called “Diablo”), I was tasked with creating the artwork around the name for advertising purposes. The client was clear that they wanted the text to be depicted clearly and only the name of the product to be used in the imagery. To the right are 3 examples of the material created, with preference being given to the top piece.
DIABLO Shooting Tables
The Coney Club Loyalty Card, Flyer and poster design for “Coney Club” promotion at Leo’s Coney Island on 5 mile and Sheldon in Plymouth, MI.
It’s all Greek to me Signature greek salad dressing logo designed for Leo’s Coney Island at Sheldon and 5 mile in Plymouth, MI.
The Detroit Coney Company I was approached by a new restaurant startup, The Detroit Coney Company, to create their logo and brand identity. With a brief requiring roots in Detroit to be clear whilst the logo remains contemporary, the new identity was created. Using beiges and blues to keep the modern feel I combined the classic ballpark font in a circular badge logo, indicating heritage and authenticity.
Chick in the Mitt Logo, app logo and website design for Michigan based lifestyle blog Chick in the Mitt.
Personal Branding Identity Resume, business card, envelope design. Branding set created to represent who I am as a person and designer and includes guitar plectrums, fossil watch, fine line pens, Raybans, portable hard-drive, canon lens cap and iPhone 5s.
Logo Designs Prospective logo designs from 2014 created using Adobe Illustrator.
Junior Brewing Company Prospective logo designs for Junior Brewing Company.
Nothing stops Detroit poster Vector poster artwork depicting the Detroit skyline and landmarks in the city.
Truck assembly line poster Vector poster artwork depicting a fictional tuck assembly line.
“Destroy” Typography Typography exploration of the word destroy. Created using Photoshop and Wacom Intuos 4.
Nothing Stops Detroit Cartoons Cartoons depicting current issues within Detroit in a fun, minimalist style.
Wimbledon Poster Entry for official Wimbledon poster competition 2014. With a brief to design a bold image to highlight the championships, I took the iconic Wimbledon strawberry and used the tournament brand colors to create this one-off poster. Designed with Maya and Photoshop.
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