1
GCORRAL
DESIGNS
CONTENTS
SECTION 1
World Wildlife Fund
SECTION 2
Rebelution
SECTION 3
Uplifting
SECTION 4
Stewarts Market
Branding / Packaging
SECTION 5
The Singularity is Near
Book Cover Redesign
SECTION 6
Revolights
Branding / Packaging
SECTION 7
SOL
SECTION 8
Zambelli
Branding / Packaging
SECTION 9
Smithsonian Space Museum
Technical Infographics
SECTION 10
Urban Continuity
Advertising CD Packaging / Poster Typographic Installation
Magazine Layout / Editorial
Typeface Design
CONTENTS
3
1
WORLD WILDLIFE FUND AD CAMPAIGN OVERVIEW World Wild Life Fund is an environmental conservation group whose aim is to protect and save the worlds ecosystems. Primarily WWF is known for having profound and efffective ads with dynamic meanings and messages. These ads are notorious for employing powerful and sometimes gruesome concepts that many viewers would otherwise be blind to.
CHALLENGE The primary challenge behind these ads is to communicate the idea of how much the life of one of these amazing creatures is worth? These ads needed to be clever, conveying a strong message to its viewers in a way in which they could relate.
SOLUTION The final solution engaged the viewer with literal representations of these animals worth. The figures were created using the very material they are slaughtered for, money. The use of origami is integral because it aids the campaign two fold. First the printed ads display what the African Elephant, the Emperor Penguin and the Mako Shark have been reduced to and how they have lost their humanity, and Second these origami animals play an important role in this campaigns guerilla marketing. The origami animals would be dispersed in subway terminals, bus stops, libraries and street corners to entice the viewer to take them as money, the reciepient would then unfold the origami figure in anticipation to spend it and soon discover it is not legal tenderbut instead an ad for the World Wildlife Fund. The paper would contain information on the endangered animal as well as a linked site with ways to help save the creature in their hand.
WORLD WILDLIFE FUND
4
WORLD WILDLIFE FUND
5
The origami for each creature was made from real dollar bills in order to avoid any discrepancy in texture and appearance and the stark light helps convey they dark reality of the situation.
WORLD WILDLIFE FUND
6
WORLD WILDLIFE FUND
7
WORLD WILDLIFE FUND
8
WORLD WILDLIFE FUND
9
2
REBELUTION
OVERVIEW Originally formed in 2004, Rebelution is a Reggae, Cali-Rock group from Santa Barbara California. The band’s second album, Bright Side of Life, release in 2009 was praised for its loyalty to the bands roots: California and Reggae music. Their music has been called “a new twist on the old funky reggae loved by generations”.
CHALLENGE The challenge was to create a CD cover, promotional poster and album artwork that would communicate the core nature that is Rebelution. Their music uses heavy base lines with relaxed melodies and psychedelic beats which needed to be expressed in all aspects of the design.
SOLUTION The final solution was derived from the essence that defines Rebelution. By playing off of the psychedelic emotion that the band’s music portrays, the album artwork emphasized repetitive vectors and celestial imagery that relates directly to the sound and lyrics of the band. The primary cover is reprinted in a limited edition 30” x 30” print folded within the case.
REBELUTION ALBUM
10
REBELUTION ALBUM
11
REBELUTION ALBUM
12
REBELUTION ALBUM
13
REBELUTION ALBUM
14
REBELUTION ALBUM
15
3
UPLIFTING TYPOGRAPHIC INSTALLATION
OVERVIEW “Uplifting” was a typographic installation that was designed to relate a singular idea and relay that idea its viewers. It was a collaborative effort by Denise Liberi, John Taylor, Micheal Howard and myself to answer the question “What is Typography? What is it for? Why is it so impactful?” Typography plays a significant part in our everyday lives, however remains largely unnoticed. From reading the numbers on the clock in the morning, to viewing the signage on the drive to work, to reading the directions on your microwave dinner, designers strive to conveying information through the design of type.
UPLIFTING INSTALLATION
16
CHALLENGE To create an installation that would communicate to the general public what typography is capable of and what was its purpose. To convey what it is capable of and what it could or should be used for. The “Uplifting� installation should do just as the name suggests: evoke an uplifting experience within the viewer simply by the design, medium, and placement of a single word within our everyday environment. SOLUTION The final solution used a medium that would relate strongly to the subject of uplifting, balloons. As the letters of Uplifting were setup progressively higher on the main street down town they communicated a sense of joy and nostalgia in each viewer child or adult that saw it. A secondary addition to the installation was the use of larger helium filled balloons with tags explaining the premise behind the installation and typographys role in society. The red balloons were given out to any eager bystander and served as a tracking method to see how many people received our message throughout the evening. A video of the event was recorded and can be viewed by scanning the QR code here. >
UPLIFTING INSTALLATION
17
design of word INITIAL DESIGNS As we began to search for an appropriate typeface that would support our concept and medium we tested different styles of typefaces: serifs vs. sans serifs.
BRANDON GROTESQUE BLACK FINAL DESIGNS We decided that the style should reflect the character and feel of the balloons. A slightly rounded sans serif typeface, Brandon Grotesque, was selected because of its smooth, and somewhat floating appearance. Additionally, Brandon Grotesque Black was influenced by the geometric sans serif typefaces that were designed in the 1920’s and 1930’s, which coincides with the beginning of mass production of latex balloons.
UPLIFTING INSTALLATION
18
UPL IFTIN G
UPLIFTING INSTALLATION
19
UPLIFTING INSTALLATION
20
Typography plays a significant part in our everyday lives while remaining largely unnoticed. From reading the numbers on the clock in the morning, to the signage on the drive to work, to the directions on your microwave dinner, designers strive to conveying information through the design of type. It has the power to evoke ideas, play with emotion, and call for action. This installation serves the purpose of bringing attention to the art of typographic design itself as well as to exemplif y its effective capabilities. The “Uplifting� installation should do just as the name suggests: evoke an uplifting experience within the viewer simply by the design, medium, and placement of a single word within our everyday environment.
Typography plays a si remaining largely unn clock in the morning the directions on you conveying informatio power to evoke ideas This installation serve art of typographic d effective capabilities. as the name suggests viewer simply by the d word within our every
UPLIFTING INSTALLATION
21
4
STEWARTS MARKET
OVERVIEW Stewarts market is a small in house market located in a small shop just south of downtown Saint Augustine. It has been known for providing fresh, local and naturally grown produce and meats and has maintained that reputation since its opening in 1974.
CHALLENGE To provide an identity that would display the natural freshness of the market, but also create a clean and new refresh that would attract a broader spectrum of customers and consumers. The market itself already has a step up advantage over the larger chain grocers however needs the character and brand that consumers can relate with.
SOLUTION The finalized rebrand displayed the cleanliness and down home effect by using a one color design that was complex enough to evoke a sense of reliability and class, but also vintage enough to keep the mom and pop feel. The typeface Nuetraface was provided for its thin lines to mimic the outer rings and frame and the 1974 give the feel of years of tradition and experience that only Stewarts Market can provide. The brand also carries a secondary solution to the garbage problem and that is the use of seeded paper in all of its tags and bags plant any of it and it will sprout flowers from the biodegradable paper.
STEWARTS MARKET
22
RTS WA STE BO NET
2
N
W T.
BS .5 L
ELE
RK
MA
H SS C UN
IT PR
ICK
EN
BRE
ET
A ST
SELL
ICE.
/L 1.99
B
RK MA
BY.
11 7/20 12/2 TOTA
IC L PR
$ 4 .9
RTS A W STE
E
9
R D/O USE T AN D CA MEA UL YOUR SSED AT CO FOR D PA IA TH RLY. AN PE ER TED BACT PRO SPEC AIN KED IM IONS. O M IN CONT CT O CO RU FR MAY D OR INST ARED CTS LE NG PREP ODU HAND NDLI WAS OD PR IS MIS FE HA DUCT E FO DUCT E SA PRO SOM O THES THIS TRY/ THE PRLLOW UL PO ESS IF N FO IO ILLN TECT O PR
RTS WA STE
MA
BO NET
2
ET
RK MA
RTS A W STE
NE
W T.
BS .5 L
LES
S
T
RKE
MA
RTS WA STE
T RKE
IC CH
IT UN
KEN
BRE
A ST
SELL
BY.
12/2 PRIC
11 7/20
E.
/LB 1.99
TOTA
IC L PR
$ 4 .9
E
9
R D/O USE T AN D CA MEA UL YOUR SSED AT CO FOR D PA IA TH RLY. D AN CTER OPE ECTE N BA IMPR NS. INSP NTAI OKED IO M CT FRO AY COOR CO STRU M ARED CTS LED NG IN PREP ODU HAND NDLI WAS OD PR IS MIS FE HA DUCT E FO DUCT E SA PRO SOM O THES THIS TRY/ THE PRLLOW UL PO ESS IF N FO IO ILLN TECT PRO
RTS WA STE N BO NET
2
W T.
BS .5 L
ELE
IT PR
T
RKE
MA
H SS C UN
T
RKE
MA
RTS WA E T S
ICK
EN
BRE
B
RK MA
BY.
12/2
11 7/20
ICE.
/L 1.99
ET
A ST
SELL
TOTA
IC L PR
$ 4 .9
E
RTS A W STE
9
R D/O USE T AN D CA MEA UL YOUR SSED AT CO FOR D PA IA TH RLY. AN PE ER TED BACT PRO SPEC AIN KED IM IONS. O M IN CONT CT O CO RU FR MAY D OR INST ARED CTS LE NG PREP ODU HAND NDLI WAS OD PR IS MIS FE HA DUCT E FO DUCT E SA PRO SOM O THES THIS TRY/ THE PRLLOW UL PO ESS IF N FO IO ILLN TECT O PR
RTS WA E T S
MA
T RKE
BO W T.
2.5
ET
RTS A W STE
BO NET
N
W T.
2.5
LBS
UN
LBS
S
IC CH
KEN
BRE
A ST
SELL
BY.
12/2
PR NIT
/LB
1.99
11 7/20
ICE. TOTA
IC L PR
$ 4 .9
E
9
R D/O USE T AN D CA MEA UL YOUR SSED AT CO FOR D PA IA TH RLY. D AN CTER OPE ECTE N BA IMPR NS. INSP NTAI OKED IO M CT FRO AY COOR CO STRU M ARED CTS LED NG IN PREP ODU HAND NDLI WAS OD PR IS MIS FE HA DUCT E FO DUCT E SA PRO SOM O THES THIS TRY/ THE PRLLOW UL PO ESS IF N FO IO ILLN TECT PRO
T
RKE
MA
RTS WA STE SS ELE
LES U
NET
RK MA
NE
T
RKE
MA
RTS WA STE
IC CH
IT PR
KEN
BRE
T
12
BY.
2011 /27/
ICE.
/LB 1.99
E ARK
A ST
SELL
TOTA
IC L PR
$ 4 .9
E
9
R D/O USE T AN D CA MEA UL YOUR SSED AT CO FOR D PA IA TH RLY. D AN CTER OPE ECTE N BA IMPR NS. INSP NTAI OKED IO M CT FRO AY COOR CO STRU M ARED CTS LED NG IN PREP ODU HAND NDLI WAS OD PR IS MIS FE HA DUCT E FO DUCT E SA PRO SOM O THES THIS TRY/ THE PRLLOW UL PO ESS IF N FO IO ILLN TECT PRO
S ART W STE
M
STEWARTS MARKET
23
STEWARTS
STEWARTS MARKET
24
MARKET
STEWARTS MARKET
25
STEWARTS MARKET
26
STEWARTS MARKET
27
STEWARTS MARKET
28
STEWARTS MARKET
29
5
THE SINGULARITY IS NEAR
OVERVIEW Raymond Kurzweil is a Futurist and fortune 500 CEO who has predicted the expansion and future of technology both in lecture and in his book The Singularity Is Near. The book is based on the concept of the “singularity” which is Raymond Kurzweil prediction of the time when humans and machines will become one. He talks about this evolution in seven cycles, each expanding on the previous.
CHALLENGE Create a book cover and interior graphs and charts that will evoke the emotion, intelligence and palpability that Raymond Kurzweil illustrates for his readers.
SOLUTION The final solution uses the principle of the infinite fractal to convey the very basis of Raymond Kurzweils predictions. Within Raymond Kurzweils’ theory of exponential growth, each step becomes exponentially more complex in incorporating all aspects of the previous steps. This concept has a direct correlation with the infinite fractal which also does the same pattern of becoming more complex. These infinite fractals are found throughout the book and become the main recurring element.
THE SINGULARITY
30
THE SINGULARITY
31
WHEN HUMANS TRANSCEND BIOLOGY
The Singularity is Near
VIKING
The infinte fractal uses the same concept of exponential growth by incorporating all elements from the previous stage to become exponentially more complex. As the viewers delves deeper into the complexity of the infinite fractal they can see this relationship between each previous, adjacent and future stages.
THE SINGULARITY
32
Calculations Per Second Per $1000
EXPONENTIAL GROWTH OF COMPUTING 10
40
10
35
10
30
10
25
10
20
10
15
10
10
10
5
The charts within the book are direct representations of the mathematic information provided by Kurzweil within the book. According to the Singularity is Near by 2025 a computer will become more intelligent than a human and by 2040 we are projected to merge with AI and become omnipotent and present.
If we view the exponential growth of computation in its proper perspective as one example of the pervasiveness of the exponential growth of information based technology, that is, as one example of many of the law of accelerating returns, then we can confidently predict its continuation.
All Human Brains
One Human Brain
One Mouse Brain One Insect Brain
1 -5
10
-10
10
1900
1920
1940
1960
1980
2000
2020
2040
2060
2080
2100
YEAR
THE 6 EPOCHS OF EVOLUTION Evolution works through indirection: it creates a capability and then uses that capability to evolve the next stage.
6
T HE UNIV ERSE WAKES UP Vastly expanded human intelligence (predominantly in nanobiological form) spread through the universe.
Patterns of matter and energy in the universe become saturated with intelligent processes and knowledge.
The methods of biology (including human intelligence) are integrated into the (exponentially expanding) technological base and human intellignece becomes limitless.
Technology masters the methods of biology (including human intellect).
Information in primitive hardware and software designs. The segue to Epcoch 5.
Raymond Kurzweil backs up his theory with an impressive track record of prexisting prediction over the past 25 years and he has been 100 percent accurate in every account. He states that our evolution towards the singularity is part of a step or Epoch. He claims that this happens in 6 steps starting with Physics and Science all the way to our universal expantion throughout the Universe.
Technology evolves
Information in neural patterns.
Brains evolve
Information in DNA.
DNA Evolves
1
PHYSICS & CHEMISTRY
Information in atomic structures.
THE SINGULARITY
33
THE SINGULARITY
34
THE SINGULARITY
35
6
REVOLIGHTS
OVERVIEW Revolights is a revolutionary product developed to solve the age old question “Why are my bicycle lights so far from the ground?” This modern company has changed the game in lightning. They hope to provide safer roads for riders and drivers alike, and to push the market toward more safety-minded products.
CHALLENGE To brand a new company with a product that will change how cyclist ride at night and create the company’s first packaging. The design needs to incorporate a circular motion and modern typeface to supplement the product.
SOLUTION The final solution was arrived at by create a circular helix pattern with lighting effect to emulate a light in the darkness and playing off the circular motion creating a round water mark with colors taken directly from the light itself. FF Din was chosen as the typeface for its blocky modern characteristics to flow with the style of revolights.
REVOLIGHTS
36
REVOLIGHTS
37
EVO LIGHTS R EVOLIG HTS REVOL IG H TS R EVOLIGHTS REVOLIGHTS
38
REVOLIGHTS
39
REVOLIGHTS
40
REVOLIGHTS
41
7
SOL MAGAZINE
OVERVIEW SOL is a magazine with a sole focus on expanding the knowledge and resources of renewable solar energy. Each issue focuses on new innovations and expansions in solar technology.
CHALLENGE To create a mast head and identity for SOL and evoke the technological characteristic that are associated with new solar technology.
SOLUTION The final mast head design used the name SOL with a signature that incorporates a plug coming down at an angle to emulate the suns energy. The solar photons are characterized as the recurring element through the spreads and articles.
SOL MAGAZINE
42
SOL MAGAZINE
43
SOL MAGAZINE
44
SOL MAGAZINE
45
SOL MAGAZINE
46
SOL MAGAZINE
47
8
ZAMBELLI
OVERVIEW The Zambelli Fireworks company is the nations oldest American firework distributor. When Antonio Zambelli emigrated from Italy to the United States in 1893, he carried a big dream and a little black book full of his family’s fireworks recipes. This company has grown to become the largest fireworks display provider in the country. While creating clever and intricate performances the company also has a more solemn department, the Evening Star program which will take the ashes of a family member and disperse them over an area in a remarkable last hoorah.
CHALLENGE To rebrand the existing company which as of now has only a simple white text identity and create the custom packaging that each participant will receive to send off the remains of there lost loved ones.
SOLUTION The logo itself was created using the very heart and spirit of the zambelli family. The explosive blast is arranged in a pattern that emulates the optical illusion effect. When viewed it almost appears as if it is rotating which can be seen again in the main ad print. The packaging for the Evening Star Program moves away from the flashy fireworks for a more solemn look with a black, white and grey logo and black box design.
ZAMBELLI FIREWORKS
48
ZAMBELLI FIREWORKS
49
ZAMBELLI FIREWORKS
50
ZAMBELLI FIREWORKS
51
ZAMBELLI FIREWORKS
52
ZAMBELLI FIREWORKS
53
9
SMITHSONIAN SPACE MUSEUM
OVERVIEW The Smithsonian Institution’s National Air and Space Museum maintains the largest collection of historic air and spacecrafts in the world. It is also a vital center for research into the history, science, and technology of aviation and space flight, as well as planetary science, terrestrial geology and geophysics.
CHALLENGE To design a set of infographic prints that would communicate the complexity and awe of the universe and expand on a subject that some would consider to be dull or uninteresting. The prints needed to be simple fast and concise.
SOLUTION Created was a set of rather minimalist infographics that would communicate the complex information found within four different celestial phenomenon. Each piece was derived from a different subject matter (Solar, Planetary, Gravitational and Orbital) and therefore needed to be different in varying aspects, from color range to layout in order to prevent discrepancy of relationship and information.
SMITHSONIAN
54
SMITHSONIAN
55
SO L PR I N C I PA L I S
[MOONS OF JUPITER]
Pres e n t D ay
JUPITER HAS 49 OFFICAL NATURAL SATELLITES WITH 17 MORE UNDER CONSIDERATION.
P
GO
IO
P LU TO
L
THERE ARE 4 PRIMARY MOONS WITH THE LARGEST MASS AND POINTS OF INTEREST EUROPA, GANYMEDE, IO AND CALLISTO.
E
SC
R
VIR
RA
O
O
LIB
[GANYMEDE]
NC
ITT
CA
AR
IU
S
[IO]
SAG
ER
J U P I T ER
MA RS
CORE OF MOLTEN GOLD AND IRON SURROUNDED BY LIQUID METALLIC HYDROGEN.
THE OUTER ATMOSPHERE CONSTANT AND VIOLENT STORMS OF METHANE 200 TIMES THE SIZE OF KATRINA.
EA RT H V EN U S ERI S
MERC U RY
U RA N U S
RN
GE
ICO
MIN
I
CAPR S AT U RN
A
R
U
U
R
Q
U
A
S
[JUPITER]
IU
T
S
N EP T U N E
PIS
CES
A
S RIE
A
[EUROPA] EUROPA IS CAUSE FOR FURTHER EXPLORATION DUE TO THE THEORY OF A LIQUID OCEAN BENEATH A 14 MILE THICK LAYER OF ICE.
[CALLISTO] CALLISTO HAS A TERMINAL ORBIT WHICH WILL LAUNCH IT INTO THE COSMOS BY 2029.
SMITHSONIAN
56
SMITHSONIAN
57
1.3
CONTAINS
EARTHS
99.8%
[ EXTENT OF OUR PLANETARY GRAVITATIONAL MATRIX IS
144.6 AU 1 AU (ASTONOMICAL UNIT) = 96,000,000 MILES ]
CAN FIT INSIDE
THE
TOTAL MASS SOLAR SYSTEM
OF THE OF THE
MILLION
/ THE SOLAR SYSTEM IS LOADED WITH CONCENTRATION POINTS OF GRAVITATIONAL STRESS PRIMARILY WITHIN THE VOID BETWEEN THE LARGEST CELESTIAL BODIES THE GAS GIANTS.
SUN
ERIS .21 PLUTO 1.1 NEPTUNE 1.1 URANUS .89
SATURN .92 CORE TEMPERATURE OF
JUPITER 2.36
14,000,000 KELVIN MARS .33 EARTH 1 VENUS .91 MARS .378
[ CORONA ]
[ ANNUAL SOLAR OUTPUT ]
386
BILLION BILLION MEGAWATTS
OF
POWER
[GRAVITATIONAL RELATIONSHIPS]
SMITHSONIAN
58
SMITHSONIAN
59
10 URBAN CONTINUITY OVERVIEW Urban Continuity is a Typographic based book based upon the lesser known typographic studies of Graffiti. The graffiti artist found in almost every major city on the planet are not merely vandals or plain artists for that matter but Typographers who explore the very boundaries of legibility and beyond. CHALLENGE To design a book that would explore, understand and explain the skill and process behind the ever expanding typographers that are street artists.
SOLUTION The final book focused on the form and shape of graffiti. In a sense an artist creates a hand drawn typeface with qualities found in modern typefaces, but then dissects the most simplistic geometric shapes from that and extrudes and warps them into varying and beautiful shapes and patterns. The grid concept of alignment and fitting help to combine each signature into a web of shapes, colors and patterns that can only be described as beautiful.
URBAN CONTINUITY
60
URBAN CONTINUITY
61
URBAN CONTINUITY
62
URBAN CONTINUITY
63
URBAN CONTINUITY
64
URBAN CONTINUITY
65
THANK YOU
66
thank you
GABRIEL
CORRAL
THANK YOU
67