I am a visual designer with several years’ experience in developing both print and digital design projects in a broad range of industries. I constantly strive for innovation and take great pride in analyzing a need and pushing the boundaries into the most creative, unique and effective solution possible. 415.890.4610 jasonstokesvs@gmail.com www.jasonstokesvs.com
IDEAS YOU CAN
CONTENTS I. Branding II. Packaging III. Print Projects IV. Presentations
IDEAS YOU CAN SEE.
BRANDING
THE LOONY BEAN Your daily dose. CHOCOLATE COMPANY While most gourmet chocolate companies on the market aim for a sleek, elegant direction, The Loony Bean’s is not afraid to be a little different with a quirkier approach. With recipes created by a doctor that combine the health benefits of dark chocolate with the therapeutic effects of other natural ingredients, a prescription theme was decided upon. The identity combines elements of prescription labels and vintage apothecary advertising with a slightly frantic and shaky tension. The logo conjures images of a creepy gate at the entrance of an old abandoned asylum scribbled by the hand of someone struggling with chocolate withdrawals. The color palette draws inspiration from the product itself, prescription bottles and an almost Halloween motif. Combining quirky with creepy in a subtle way creates a mood to support the idea of losing your sanity due to a lack of chocolate in your system.
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PACKAGING
cafe ESTERO CAFE Farm fresh from the heart. COUNTRY RESTAURANT The restaurant is owned and operated by a young couple in a quiet part of California’s Wine Country. They specialize in bringing extremely fresh, locally sourced ingredients into their kitchen and onto their tables. This project was a re-brand in desperate need of help. Because the restaurant has a rustic, country feel and menu, but is ran by a younger couple who cater to a wide range of patrons, it was important to place a modernized twist on the cozy cafe setting. This was achieved through a clean and minimal approach that still has a nostalgic cafe essence. The original logo that was not quite working displayed a painting of an egret standing in the nearby estuary. The new logo is designed to be an evolution of that idea, utilizing an origami egret—symbolizing that the same meticulous, hand-crafted attention to detail that goes into the art of origami, goes into the food the restaurant prepares.
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CERAMIC MUG
OSCAR INDIA LIMA Defense only begins at home. MEN’S HYGIENE COMPANY Oscar India Lima is a men’s essential oil based hygiene product line designed for today’s man on the go. These products are perfect for men who like to pack efficiently, compact and lightweight by covering most male hygienic needs in only a few products. The inspiration for packing light is inspired by the military and the company’s name uses the NATO phonetic alphabet to spell out ‘OIL’—the core ingredient in all of the products. The logo is designed to be used in a compact and efficient manner just like the products. The square container allows the logo to be very versatile in placement and “pack” neatly into a layout with other design elements. The typography is monospaced to further the theme of efficient use of space and allow the letterforms to stack perfectly on top of one another. The final space is filled with an oil drop. The logo is intended to be able violate the corners of packaging to call out the word ‘OIL’.
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PACKAGING
CUEVA Like your ancestors made it. PALEO SALSA COMPANY In developing an identity for Cueva, it was important to convey the idea of a product that uses only ingredients consumed during the Paleolithic period and processed completely by hand. The illustration style employed in the final logo invokes images of hand drawn cave paintings by early man—Imperfect, organic and pure. The iconography represents the celebration of fire and the energy provided by a healthy body. The chosen color palette creates the feel of the cave painting being done by the warm glow of a fire and also represents heat. The combination of these ideas deliver the sense of preparing the salsa by that same fire at the end of a long day of collecting fresh ingredients.
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WEBSITE
TAR + GRAVEL City streets + mountain trails + everything between BICYCLE BOUTIQUE Tar + Gravel’s personality revolves around a modern, boutique style take on the classic neighborhood bike shop while maintaining a friendly, inviting, relaxed atmosphere. Branding needed to communicate this to both professional and hobby level cyclists. It also needed to represent a home to products and services that cover both road and mountain biking. The final logo is an abstraction of road signage that cyclists might encounter along their journey. The rough line work signifies the nature of the road as a rider transitions from city road to mountain trail. The ‘A’ that the two words share is missing it’s crossbar to represent a perspective view of the road ahead or a mountain peak. The two words join to form a ‘+’ aligning with the decision to replace all occurrences of the word ‘and’ in the company’s communication. This decision was made to represent the dichotomies of road and mountain biking and professional and hobbyists.
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BROCHURE
WEBSITE
SAGE FINANCIAL SOLUTIONS Put your money where your heart is. FINANCIAL CONSULTATION COMPANY This company takes a unique approach to finances. For them, it’s less about the actual dollars and more about the individual’s financial well-being and how it impacts other aspects of their life, like health and happiness. The identity needed to express this with a sense of calm, trustworthiness and approachability. The iconography of a sage branch represents wisdom and healing and has been integrated into the letter ‘A’, placing these values at the very core of the brand. The combination of a more traditional serif typeface and a humanist sans serif convey the idea of taking new, innovative approaches to an age old need. The clean, wide open layouts with plenty of whitespace suggest transparency and balance. The chosen color palette continues to generate the feel of wisdom and trustworthiness.
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EDUCATIONAL MATERIALS
MOSAIC PRODUCTIONS Piece by piece, noise by noise. MUSIC PRODUCER The music Mosaic creates is just as much about the notes not played as the ones that are to create atmosphere, texture, depth and mood. He finds a unique balance between influences from the past and tastes of the present. Just as a musical composition is about breaking the idea down to it’s simplest forms, rearranging and building upon them, the identity for Mosaic is carried out in the same manner. Each element is built from the basic shapes that make up nature, art and the beauty that we receive from them. In the logo, these simple shapes are arranged to form the letter ‘M’, reminiscent of a landscape where Earth meets sky through mountain and moon. Futura, a geometric sans serif typeface, was chosen to continue the clean, geometric motif and a few letterforms were altered to be even more symmetrical. The identity pulls influence from the minimalistic design style of the 1950s to blend old with new the same way like the music does.
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POSTER
Enfinity Consultants LLC
Pyr Drazah
B A C K W A R D S
MORE LOGOS
GLADIATORS
sinsemilla gardens
IDEAS YOU CAN SEE.
PACKAGING
THE LOONY BEAN CHOCOLATE PACKAGING The Loony Bean boasts recipes created by a doctor that combine the health benefits of dark chocolate with the therapeutic effects of other natural ingredients. To align this fact with the idea that everyone is a little crazy for chocolate, the packaging was developed with several references to prescriptions and psychiatric institutions. The variety box resembles a prescription bottle and a flavor identification system was developed that takes after prescription numbers. The flavor descriptions on the individual bars are inspired by prescription labels and the illustration style has an unhinged, shaky and almost psychedelic feel. The spine is home to the brand’s tagline and the scrawled signature of the doctor. With the first unfold of the exterior flap, the consumer is faced with a door reminiscent of one found on a psychiatric unit with the product peeking through the window. A second unfold, designed to feel as though the door is being unlocked and opened, reveals the “prescribed” product among padded walls.
INDIVIDUAL BARS
VARIETY BOX
ASSORTED PACK
CONCEPTS
PROCESS
CUEVA SALSA PACKAGING The salsa that Cueva creates is all about the ingredients—fresh with none of the extra junk and processed the old fashioned way. The packaging for their family of salsas needed to place the focus on the ingredients and not compete for attention while not taking so much of a backseat that it couldn’t grab the attention of a potential consumer. Using limited color palettes and a clean, simple layout, the design allows the ingredients to be the stars of the show as they peek though the transparent containers on all sides. Colors were chosen that stayed true to the idea of preparing the ingredients gathered throughout the day by that night’s fire during the paleolithic period. The colors also pull the viewer’s eye to the product on the shelf through contrast among all of the more typical salsa and condiment colors. The label wraps from the face of the container down to the bottom, guiding the consumer to the ingredients list—the true source of the product’s quality not to be overlooked.
FLAVOR FAMILY
CONCEPTS
PROCESS
RHUBARB PRODUCE LABEL To most. rhubarb is one of those mysterious items in the produce aisle for only a short period of time of the year, during the summer. Many people merely associate it strawberry-rhubarb pie. Without enough familiarity with the root vegetable and it’s potential culinary uses, it is often neglected. The label needed to inform potential consumers of it’s range of options. In order to have the opportunity to educate would be consumers, the label had to first catch their eye. The label’s subtle colors contrast the bright colors of the produce in order to stand out among them. The label is designed to mimic a wooden tag and affixed with a coarse, natural twine. This decision was made to support the summertime picnic feel, as well as reference it’s reputation as a homemade pie ingredient. The tagline ‘more than meets the pie” was developed to welcome the viewer to the enclosed suggestions of more creative options and some facts to help acquaint them with the root.
RHUBARB LABEL
PROCESS
IDEAS YOU CAN SEE.
PRINT PROJECTS
SAGE FINANCIAL SOLUTIONS EDUCATIONAL WORKSHOP MATERIALS Financial literacy is a topic that impacts everyone’s life to one degree or another. The problem is that the vast majority of educational sources to learn it from either go too deep, too quickly, riddled with jargon or are overly basic. The goal for this workshop was to find that comfortable medium and deliver it in a way that a more general population could digest and retain more effectively. The style of the book and worksheets continue the more approachable nature of the organization’s personality. Content was developed to be delivered more visually with supporting graphics and lots of exercises designed for self-exploration. The layout focuses on creating a welcoming feeling and to be less intimidating to jump into than more typical financial information sources. Each section within the workshop and it’s materials is identified with it’s own icon and color coding to facilitate comfortable navigation as well as synchronize with the supporting Powerpoint.
HANDBOOK
WORKSHEETS
TAR + GRAVEL BROCHURE/POSTER Tar + Gravel Bicycle Boutique needed a brochure that communicated their services in a way that aligned with their personality that wouldn’t just get overlooked and tossed aside like most marketing collateral. The final folded brochure starts off as a diamond to accommodate the logo’s shape with co-existing street and off-road textures to communicate the dichotomy of needs the shop wishes to serve. The back flap is secured with another diamond shaped diecut tab closure. The flap is designed to mimic the feel of entering the shop as the viewer is greeted with a photo of the shop interior. The orientation of content rotates 45 degrees with each unfolded panel to reference navigating the windy turns the cyclist may take on their journeys. This also requires the to physically turn it in their hands in a motion similar to steering. Once fully unfolded, the back of the brochure doubles as poster—a keepsake that allows the printed piece to extend it’s life serving it’s purpose of informing future customers.
BROCHURE
UNFOLDING
POSTER
PROCESS
VARIOUS POSTERS
IDEAS YOU CAN SEE.
PRESENTATIONS
FINANCIAL FUNDAMENTALS WORKSHOP WORKSHOP PRESENTATION This presentation was designed to help facilitate a highly digestible and retainable financial literacy workshop with a more general audience in mind. Each section has an icon and color code system to synchronize with the accompanying handbook and worksheets.
SAMPLE SLIDES
IDEAS YOU CAN SEE.
JASON STOKES VISUAL SOLUTIONS Ideas you can see. VISUAL DESIGN COMPANY This brand identity had to do more than communicate the type of service provided. It had to emphasize the concept of visual problem solving and idea generation. It had to appeal to a wide spectrum of audiences, from more casual clientele to sophisticated and innovative corporate entities as well as every potential client in between. The light bulb is a classic and universal symbol for an idea, the initials of the company’s namesake form the filament at the center of that idea. The light rays radiated from the bulb represent constant new energy. The varying stroke widths in the line work bring a creative and loose feel to the mark while the bold, and sturdy slab-serif typeface conveys reliability and the confidence to stand behind the ideas.
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