STRATEGY

I plan to provide a fresh, dynamic brand identity for HALO’s product line for the upcoming year that exemplifies characteristics of a vintage modern style intertwined with a boutique feel. The new identity will speak a consistent tone from their logo to the interiors of the event space to harmonize with the personality of their products.

I will create a fresh look to HALO’s product line identity while incorporating the product tagline,“Give a Gift + Give a Chance”. Design and develop new retail hang tags, retail gift bags, note cards, and retail visual signs for their product line while consistently employing the fresh new identity look and feel.

The final outcome of the identity design for HALO’s product line will promote and compliment the kids artwork that is displayed at events and art auctions, simplistically and visually speak to the target audience, and support the organizations vision and values.

LINKS haloworldwide.org facebook.com/HALOFoundation

Brainstorming Mind Mapping

The Plan

During this phase, I focus on creating a coherent solution that encompasses the project as a whole. I begin my exploration by generating a brain dump of words that relate to awareness, art, and a kids vision. The outcome of the word lists direct the gathering of inspirational images that influence the formation of my thumbnail sketches.

The Idea

Gather images that portray simplicity, vibrant colors, and communicate the message through successful usage of iconographies.

The Idea

Assembly of images that express an effective blend of typography, graphic elements, and layouts.

Identity Thumbnails

The Intent

Thumbnail sketches exemplifying visual, creative possibilities that communicate the essence of the iconographies.

DIRECTIONAL FEEDBACK 05/03/2012

From Professor Montero:

“Thank you for your submission. What a eye-catching and friendly process book!...

I would like to see more sketches....

I found a possible connection to go... The similarity between a color palette and a heart. See the attached image to get what I mean.”

The Intent

Dynamic thumbnail sketches that illustrate the content, successful usage of hierarchy, and eye-catching designs that express the meaning of HALO.

Side note: I plan to utilize typography that I create in the final campaign logo.

identity thumbnails

The Intent

Sketches that express the integral of HALO through creating interesting visuals that tell the story.

Selected to transform into vector art.

Possibly utilized to unify on the component designs.

identity thumbnails

INTENT

Sketches that visually illustrate a connection to HALO, what it symbolizes, and expressions of reliability and quality.

Selected to transform into vector art.

Possibly utilized to unify on the component designs.

Identity Concepts

Round 1 Development

Moving forward with transforming a few of the sketches into vector artwork.

Intent

The intent is to create an identity that exploits a playful, fun approach for Halo’s message of art, giving, and love. The color palette speaks a positive yet energetic tone that compliments the identities form. The typography is hand drawn to personalize the value of spontaneity, happiness, and friendship.

Identity Concepts

Intent

Dynamically the conceptual ideas here exemplify an artist approach that employs harmony and love in a positive tone. The icon development employs a consistent color palette and hand created typography.

Intent

identity concepts Give a Chance Give a Gift Give a Chance Give a Gift Give a Chance Give a Gift

DIRECTIONAL FEEDBACK 05/10/2012

From Professor Montero:

“Thank you for your passion and hard work... Here I am sending you some ideas from your sketches...” give a gift give a chance give a gift give a chance Give a Gift Give a Chance Give a Gift Give a Chance give a gift give a chance

8A 8B 9A 10C 11A 12A

* 10A 10B

12B 12C

13A 14A

13B 13C

9B ROUND 1

Round 2 Development

Moving forward with a few of the selected identities to further explore their aesthetics, tone, and personality fit for Halo.

Identity Concepts

Round 2 Development

Further development of a few identities.

GIVE A GIFT & GIFT A CHANCE

A GIFT & GIFT A CHANCE

DIRECTIONAL FEEDBACK 05/10/2012

From Professor Montero:

“Here I am sending what I think are the best among your recentness sketches. Select the one you like the most and based on it design all those components you have been showing on your sketches.”

GIVE A GIFT & GIFT A CHANCE GIVE A GIFT & GIFT A CHANCE

GIVE A GIFT & GIFT A CHANCE

GIVE A GIFT & GIFT A CHANCE

Nicole with HALO states:

“Hi Jamie. Jen and I just reviewed all of your hard work. AMAZING. Seriously!! Here’s a list of the versions we love because you are hitting the messaging of “art, giving and love”:

1E

Mary states:

Professor Montero states:

Sara states:

3A-D 9A 14A

10a-10c

16A-16G (like the soft warmer font here)

17 A-D (Font is a tad rigid but like the other aspects)

Also like your sketches for: P3 R3 L2

Like your professor’s feedback.

Hope that’s helpful. Let us know if you have any questions. GREAT JOB!!!”

“Jamie, Your sketchbook pages are always so wonderful to view. I look forward to seeing them every time I open your posts! I definitely like the logo idea of a halo being created out of a brush stroke. One thing that I would suggest—and maybe it is just a person thing—put the icon of the halo above everything else. I also like the counter inside area in the shape of a hear, like you have at the bottom of one of your logos. The bright, contrasting colors work well to make the icon pop and also to differentiate the various shapes that make up the icons. Looking forward to the next round.”

“Dear Jamie...

I am also very impressive and pleased when I see your process and your beautiful sketches... As we agreed before, let’s keep developing your campaign’s logo and from it we will develop the visual identity system to be applied on all your items.

Best!”

“Jamie, your process book and sketches are really great. You have a nice style in your illustrations. I think you are making great progress. Below is some feedback that I hope you find helpful!

Your logo design are look great, lots of variety. I’m finding that the color palette you are using is a bit off for creating the feel for the foundation. I’m wondering if you used some more earth tones with just one pop/accent color if that would help them not look so cartoony. Your digital designs with the brush straight up, 12A, 12B, etc., look a little like torches and not so much like a paint brush, but I really like the idea and simplicity of the arrangement. I’m wondering if there is a way to tighten or simply the brisles of the brush so it represents more of a paint brush?

Your packaging sketches are awesome, again your sketch illustrations are outstanding!!

I look forward to seeing your progress! Have a great weekend!!” thumbnails

INTENT Retail Bags/Package

A few different sketches showing my exploration and thoughts for a possible bag or package that HALO could employ.

Thumbnails

INTENT Retail Bags/Package + Hangtags

Some brain dump sketches exemplifying my thoughts and ideas for retail bags and hang tags that HALO could utilize for their art events.

INTENT Hang tags + Note cards

Illustration of hang tags and note cards that fit the tone and style of HALO’s brand.

Thumbnails

INTENT Note cards

Further exploration with my sketches; illustrations of note cards, possible material, color palette, and product form.

Concepts

Concept 1

[Retail Bags/Package, Hang tags, Note cards] Sustainable, Economical Approach

This concept employs sustainable, recyclable, or refurbished products. All products voice the green support for our environment.

DIRECTIONAL FEEDBACK 05/10/2012

From Professor Montero:

“My main suggestion at this pint is to be more inspired and guided by your trademark. Apply that idea of the brush with the heart better on those items.... the red stroke, etc.... Use your imagination... let’s get crazy.... Have fun... Play with all the components of those items...

See the attachment as example...

Concepts

Concept 2

[Retail Bags/Package, Hang tags, Note cards]

This concept carries a similar tone of my first concept, but plays up the color identity approach, and layers of materials that provide the sense of hand made products.

Tangerine Tango

C0 M94 Y100 K0

R254 G42 B18

C52 M3 Y4 K0

R109 G198 B231

Sky BlueHappy, Peaceful, Cool, Water, Clean, Classy

Tangerine Tango- Fun, Whimsical, Childlike, Glowing, Vital, Tangy

7531

Vintage Khaki

C46 M48 Y59 K15

R133 G115 B98

Solar Power- Enlightening, Friendly, Energy, Cheerful

Solar Power

C0 M22 Y91 K0

R255 G200 B46

OUTGOING, COMICAL, FUN LOVING PALETTE

Vintage Khaki- Classic, Neutral,Timeless, Quality, Basic

JOYFUL, CHILDLIKE, NOISE PALETTE

Ocean Blue- Electric, Energetic, Vibrant, Happy, Dramatic

Warm, Durable, Wholesome

Hand Drawn Type

intent usage: identity display

Helvetica

intent usage: body copy

[ Realist Sans Serif ]

The Quick Brown Fox Jumps Over The Lazy Dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

DESIGNER: Jamie Turpin

The intent and purpose of this typeface is to provide a fun, child like, whimsical approach to type. The simplicity of the uppercase letters read strong and very positive to a child’s eye.

DESIGNER: D. Stempel AG source: adobe.com/type

Helvetica became very popular in the 1960s and 1970s, in which this led to more exploratory versions of the family. In the early 1980s, Linotype decided to redraw the entire Helvetica family due to the original families differences in alignment, inconsistency in subtle features from one face to the other, and the weights and widths weren’t designed proportionally to identity the family.

studies patterns PATTERNS

The intent is to provide a fun, energetic vibe that echoes the children that HALO supports.

This pattern represents ART.

This pattern represents GIVING

This pattern represents LOVE

studies material MATERIALS

An overall look of the materials and products that I purchased to explore with for creating HALO’s fresh, new look. Majority of the products that I purchased voice sustainability.

Sunny states: “Hi, Jamie!

This is coming together really nice. Your sketches are so detailed and it’s very easy for me to understand where you are going with the development. I particularly love the tshirt tubeit’s a clever idea. You mentioned you’ll be using Kraft - what type of materials will the actual tube be made of? Recycled chipboard? If you can think of economical ways to reduce the footprint that would be smart.

Great job! Sunny”

Evan states: “Does the hierarchy of the design reflect the hierarchy of the intended message?

I have felt that many of the initial designs did form an intact and complete message. The ones that were chosen with Professor Montero’s help do convey the art therapy theme well.

Is the typography appropriate to the message and the design style?

I believe that the hand worked typography works particularly well considering the artistic and youth facets of the HALO organization. The typography encapsulates these qualities with its playful rhythm and bright color.

Is the color scheme working effectively?

Again, the colors, like the typography, are well suited to the basic core mission of HALO with its focus of art therapy for children and youth.

Is the message clearly conveyed?

The message received from the whimsical typography and energetic, youthful colors is one of hope for youth through art. If that is in fact the intended message then it is clearly conveyed.”

Professor Montero states: “Dear Jamie....

My main suggestion at this pint is to be more inspired and guided by your trademark. Apply that idea of the brush with the heart better on those items.... the red stroke, etc.... Use your imagination... let’s get crazy.... Have fun... Play with all the components of those items... Best!”

Custom Stamp

Exploration

Mock Up 1

Utilizing a custom burlap handle on a kraft bag, transforming the identity to exemplify I “heart” HALO.

Mock Up 2

Employing a single, custom burlap handle on a kraft bag. Exemplifying the handle and paintbrush intermingled together while providing unity for the heart palette.

Mock Up 3

Side panel employs the color palette while representing a kid vision for the gift bag.

Utilizing two, custom burlap handles on a kraft paper reinforced bag. This approach is influenced by Professor Montero’s direction with the heart below the asymmetrical handle. I kind of feel like the heart could be reduced some, what do you think?

Side panel employs the color palette while representing a kid vision of a patchwork approach.

Dear HALO Supporter,

REVERSE COLOR [NOTECARD VERSION]

ENVIRONMENT COVER COLOR PALETTE TYP. 4.5" TYP. 4.5"

LOCK-UP VERSION] FOR ILLUSTRATION SERIES [NOTECARDS ONLY] give a gift give a chance

REVERSE COLOR [NOTECARD VERSION]

Illustration

OF

Die Lines Wrapping Paper

Wrapping Paper

Wrapping paper printed on recyclable kraft paper. The three types of messaging for the wrapping paper relate to whether the gift is for their Love one, Giving a gift to friend or family for a milestone in their life, or wanted to share their love of Art.

Height of Wrapping Paper is 24"

die lines signage SIGNAGE

The signage exemplified is burned onto ¼" birch plywood. The overall size is 32" x 32". The signage has flexible usage; for exterior use as a hanging sign near the main entry of their building, utilized at art events, or as an interior way finding element.

Die Lines Buttons

Buttons

Three different types of buttons for the volunteers, supporters, or the children to wear to voice their support for HALO.

Diameter is 2.25"