I’m a rebel with a work ethic, starting my days early. I put on some punk rock and pour myself some cold brew. Add a splash of cream to lighten things up. Dance with my dogs in unicorn socks and bring a little color into this world. I shine the brightest when I avoid the spotlight. I’m that Lite-Brite you can’t quite peg.
� THE MIGHTY GROWLER BRANDING OF A BROOKLYN BREW PUB
NUKA ATOMIZER ENERGY DRINK BEVERAGE PACKAGE DESIGN
CACTI & SUCCULENTS TIMELIFE BOOK REDESIGN
CRAFT BEER BRANDING BRANDING AND PACKAGE DESIGN
WELSH SHERMAN FINANCIAL BRANDING, PRINT AND WEB DESIGN
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� DARJEELING HIMALAYAN RAILWAY LOCOMOTIVE BRANDING PERIOD PIECE
LOVE & LUPULIN BRANDING, PACKAGING & UI/UX DESIGN
NEW PENZANCE DOUBLE EXPOSURE PHOTOGRAPHY
RUFF SOCIETY MAGAZINE PRINT PUBLICATION AND LAYOUT DESIGN
LIFE WTR AD CAMPAIGN PRINT AND SOCIAL MEDIA AD CAMPAIGN
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THE MIGHTY GROWLER
TAS T BRAN DING The Mighty Growler is a Brooklyn based brewpub focused on esthetics, beer, gourmet burgers and barbecue. During the logo process, it was desired to create a creature that had a beastly feel that would still be modern and trendy to be placed on various items of merchandise, including their famous 32oz growler that you can purchase at the brewpub to take local beer back to your home. The logo was inspired by a vintage flash tattoo of a boars head that almost appeared “growling�. Paired with a tall condensed San serif, The National, and tweaked with texture and wear, the Mighty Growler logo was born. Color was kept to a limited option to keep things consistent and create a strong brand, so a simple black and a burnt orangered was chosen to add a pop of color and have a local barbecue feel.
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Nuka ATOMIZER ENERGY DRINK
PACKAG DES IGN Nuka Atomizer was inspired by Bethesda’s award winning, post apocalyptic role playing video game Fallout 3. The energy drink was named after the most powerful weapon in the game to symbolize how much energy is packed into this small beverage. The design features Fallout’s iconic character Vault Boy surrounded by radioactive clouds. The different flavors are identified by their individual energizing color scheme and named after primary attributes such as Strength, Perception, Endurance and Agility. The challenge of this package design was incorporating a number of Fallout elements in a balanced way on a small, cylinder surface. The cans feature easter eggs that can be found in the game such as Stimpacks and Radaway which any fan of Fallout would quickly identify and adore.
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LIF RE- DE SIGN TIME LIFE CACTI & SUCCULENTS
TIME
As informative and valuable TIMELIFE books have been through the years, their design has become outdated. This project was meant to push myself as a designer to create a whole new look and feel to an existing TIMELIFE book with a few restrictions. I was to use the same word content while applying a brutalist design to the new layout. This project was extremely valuable to practice knowing the grid, and knowing when to break it. I chose to go with a visually enticing design that would be a coffee table book you may see sold at Anthropologie or Urban Outfitters. I layered many textures and images together with bold broken text to create my end result. I felt this project was extremely important and needed to break me away from my comfort zone of design and reveal a different side of my creative process.
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FOR BRANDIN
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The first brewery I started freelancing for was Ellipsis Brewing in Orlando, Florida. This was their first time canning so I had to work closely with them to come up with a layout we could keep consistent in design but change out the artwork and information on the beer releases they had every couple months. After much consulting we arrived at what is their layout to this day. Working with them taught me alot about comprimise and solution through the process of every idea they had. In this chapter I have also highlighted work I have done in branding a local beer podcast, What Ales Ya, along with the branding of an anual crafter beer festival, Centermost Point Invatational where I have created tshirts, stickers, pins, banners, cups and various swag.
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WELSH SHERMAN FINANCIAL
CORPOR AT BRAND I NG Welsh Sherman Financial is a Seattle based bank that takes pride and inspiration from its Northwestern surroundings. The logo features an owl not only to signify the area but to also portray a feeling of intelligence and trust. The logo was complimented by a slogan to “invest wisely� to give a welcoming yet playful view of the financial institution to reach out to a younger and modern demographic. The corporate branding incorporates feathers and soft marine colors to reflect the Seattle coast. The advertising campaign and direct mail feature lifestyle photos of different demographics to welcome people from all different backgrounds to give a feeling of comfort with their investing and financial needs.
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DARJEELING HIMALAYAN RAILWAY
PER IOD PIE- C BRANDIN This project was meant to push us to our creative limits with keeping in very strict guidelines. I was to brand a locomotive company from the 1890’s era completely. Everything from the engine itself, to the newspaper ads, down to the luggage tags. I wanted to go with something a little more exotic so I chose The Darjeeling Himalayan Railway, also known as the DHR. Built between 1879 and 1890 it runs between New Jalpaiguri and Darjeeling in the Indian state of West Bengal. After doing extensive research and sketching I incorporated elements of the time era and the location, such as the tiger head and typefaces that reflected the time period. As an extra challenge, I had to develop a ticketing app and website mixing the present and past together. I ended up with a website and app that has the same feel of an 1890s newspaper that has all the packed in jargon but is still easy to navigate.
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e e l j i n r g a d ablished in 1881 Est
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LOVE & LUPULIN
UI/UX WEB DE SIG Love and Lupulin is an Orlando based company that started with hop infused sparkling water and has branched out to hop infused cosmetic products such as soaps, lotions and body oils that have holistic benefits that come from the lupulin of the hop flower. The logo itself was developed over many stages until the client was satisfied that it represented the brand well and was versatile enough to be on a variety of products and apparel. I developed the packaging by using my knowledge of being in the salon industry over 14 years to make something eyecatching and enticing to check out if you saw it on display. Using the bright playful color scheme from the packaging I then developed a user friendly retail website paired with a newsreader app that features articles and videos of topics tide closely to health, cosmetics, and saving our planet.
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NEW PENZANCE
REC COR DESIGN Before I dove into the world of graphic design my first love was photography. I didn’t have the skills yet of knowing photoshop so I tried to learn new techniques strictly through the camera. When I discovered how to do double exposure through my Canon Mark iii I went all in. I created first a collection self portraits in combination with nature around Winter Park. The series was meant to connect the beauty of nature with the beauty of woman. After creating a dozen or so I put a collection together that was later featured in a rotating gallery of local artists. This also lead my to design an album cover for a local singer, song writer, which inspired me to make my own collection of records portraying my original collection.
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RUFF SOCIETY MAGAZINE
PUBLIC ATIO DE SIGN Ruff society magazine is for the modern day dog parent. It’s demographic focused more on millennials but can expand to other generations. It is an important magazine to focus on your favorite doggo’s well-being and lifestyle. This issue focuses on health, current trends, behavior and fashion. This issue feature many photos done by yours truly. I had many photographs from my volunteer work at Pet Alliance Sanford, along with my own pups, that I wanted to highlight to portray the fact that every dog is beautiful and worth giving a special home to. My favorite part to work on in this this project was the ads and splash pages giving me an opportunity to use simplicity while conveying an important message. I believe that this publication sparks joy to anyone who skims it at the least.
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CAM PAIGN WATER THAT REFLECTS YOU
AD
The LIFE WTR spring advertising campaign started off as a student project and developed into social media marketing material that was later used by PepsiCo’s bottled water brand. LIFE WTR prides themselves on featuring artists’ work on their bottles to inspire more art in the world. Coming off of their current campaign #MoreInspired, I came up with a new tag line Water That Reflects You. I used their current collection of bottles and paired them with models that had interests that reflected the work on the bottle. The ads focus on the painter, the techy, the tattooed and the crafty. Each ad I photographed and laid out to be used everywhere from magazines, to bus terminals to your grocery cart ad. Each one was also paired with complimenting social media photos to further reflect the personality of each persona.
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While I’m alive, I’ll make tiny changes to earth.
Scott Hutchison