Johanne Wilson Folio by johanne pradel

JOHANNE WILSON ART DIRECTION BRAND IDENTITY GRAPHIC DESIGN tel: 917.837.5853 johannepradel@yahoo.com terrancejohanne.blogspot.com

01 LANE BRYANT LOGO REDESIGN Brief: Contemporize the brand identity of Lane Bryant.

before

Background: Lane Bryant is the most recognized name in plus-size clothing. There are many negative perceptions about the brand primarily because they have not serviced the fashion and style needs of their customers. With average woman in the U.S. now being a size 14, there is a need for real fashion in the plus sized market. Additionally, the plus sized woman is now younger than ever before. Lane Bryant has the opportunity to maintain its current customer base while introducing this new, younger customer base.

JOHANNE WILSON

after

01 GIFT CARD & BOX

to:

Lane Bryant Brand Packaging Holiday Gift Card

from: $: Lane Bryant Brand Packaging Holiday Gift Card

JOHANNE WILSON

Lane Bryant Brand Packagi Holiday Gift Ca Inspired by WHB

01 SHOPPING BAGS Shopping bags are a great advertising and marketing platform for a brand. They are like moving billboards. The general consensus is the Lane Bryant customers is embarassed to carry Lane Bryant shopping bags and they would rather just stuff the bag so no one will know that they shop there. The challenge was to make the shopping bags fashionable.

JOHANNE WILSON

Lane Bryant Brand Packaging Shopping Bag

01 m nt.co a y r laneb

POLY BAGS The Lane Bryant logo type becomes abstract on a single bag, giving it an edgy look.

om ant.c y r b lane

JOHANNE WILSON

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01 RICH MEDIA FASHION SHOW Concept: Integrated website with ecommerce and social media capabilities. Features include: Real-time mouse-over shopping. Live streaming fashion show. Instant chat via Twitter & Facebook.

Art Director: Johanne Wilson Copywriter: Yesenia Hernandez JOHANNE WILSON

01 RICH MEDIA WEBISODE SERIES Concept: The webisode series is a continuation of the TV launch for the new Lane Bryant campaign. Each episode showcases the clothing while allowing viewers to choose the outcome of the story. Viewers can also shop for outfits in the series as it streams using mouse-over & ecommerce features.

Art Director: Johanne Wilson Copywriter: Yesenia Hernandez JOHANNE WILSON

01 IPHONE APPLICATION Concept: The Lane Bryant iPhone application is an extension of the ecommerce site. It allows users to shop for outfits based on user specified attributes making it a customized shopping experience for the woman on the go. Features include: Mobile purchases Store locator Shop by body type Customized outfit selection (based on occasion and mood)

Stock availability (searches inventory to make sure the outfit you want in your size is available at the store closest to you)

24 hour dressing room attendant (associates set aside your outfits in your size at a desired store)

Art Director: Johanne Wilson Copywriter: Yesenia Hernandez JOHANNE WILSON

02 P&G BEAUTY: CLAIROL NICE’N EASY BASE PACKAGING REFRESH & LINE EXTENSION DEVELOPMENT Nice’n easy is one of the world’s leading hair colorants. The brand was perceived as old, out-dated and not innovative. Clairol looked to the beauty team at Landor to help them refresh the brand. It was important not to go to far from the base brand for risk of alienating customers at shelf. The addition of three new products under the NNE brand helped establish NNE as the leading hair color brand. NNE has since won numerous beauty awards and sales have soared.

Art Direction: Johanne Wilson, Tosh Hall JOHANNE WILSON

02 P&G BEAUTY: CLAIROL NICE’N EASY BASE PACKAGING REFRESH & LINE EXTENSION DEVELOPMENT The design breaks through the clutter at shelf and creates strong shelf blocking by leveraging the white that is built into the brand’s identity.

Art Direction: Johanne Wilson, Tosh Hall JOHANNE WILSON

02 P&G BEAUTY: CLAIROL NICE’N EASY BASE PACKAGING REFRESH & LINE EXTENSION DEVELOPMENT The internal components are key to the customer’s beauty experience. The NNE dark blue is a nice accent or contrast to the stark white in the outer packaging. The finishes and shapes of the pieces gives the overall packaging a more costmetic and modern appeal. Art Direction: Johanne Wilson, Tosh Hall

JOHANNE WILSON

16 02

Clairol: Perfect 10 Launch

P&G BEAUTY: CLAIROL PERFECT 1O High End Brand Extension NNE HIGH END NNE EXTENSION PACKAGE DESIGN Package design BRAND LAUNCH Brand creation LOGO DESIGN Logo design direction of photography ART DIRECTIONArtOF PHOTOGRAPHY Bottle and internal component design INTERNAL COMPONENTS DESIGN Allure Beauty Awards 2009 Allure Beauty Awards 2009 InStyle Beauty Award winner InStyle Beauty Award winner LivingAward Beat New Product Award Canadian Living BeatCanadian New Product AG 2008/9 Lafley Award winner 2008/9 P&G AG Lafley AwardP&G winner

Art Director: Johanne Wilson Designers: Kristi Nellor, Clara Chang

Johanne Pradel JOHANNE WILSON

03 GIRLFRIENDS WOMEN’S CONFERENCE BRAND IDENTITY DESIGN Brief: Create a brand identity to be used across all touch points and marketing materials for the conference. Background: The Girlfriends Woman’s Conference is an annual eventheld in Miami, FL. The three day event is dedicated to empowering women and providing a place for women to connect. The conference features world-renown speakers and performers.

JOHANNE WILSON

Trinity Church Women’s Conference

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03 GIRLFRIENDS WOMEN’S CONFERENCE

God loves with great love, the woman whose heart is bursting with passion for the impossible. Catherine Booth

Girlfriends GRAND Gi veaway**

7:30pm

GENERAL SESSION 1 Shopping after service in Girlfriends Boutique

My Eternity Girlfriends GRAND Gi veaway** 7:00 pm Lilly’s Juice Bar 6720 Forest Street 7:30pm GENERAL SESSION 2 90 NE 163rd St Hollywood, FL 33024 9:30pm Afterglow Party North Miami Beach, FL 33162 Esther Delcastilno Girlfriend Boutique Open Lillian Morris 954-9642293 Saturday, October 10 786-346-7901 myeternityapparel@live.com 9:00am

The Link Café Open www.myeternity.info Girlfriends Boutique Open Childcare Open*

Linen N Lace 3405 Robinhood Rd Girlfriends GRAND Gi veaway 9:30am NID Housing Tallahassee, FL 32312 Couseling Agency GENERAL SESSION 3 10:00am 772-812-8234 Break 11:30am 20401 NW2nd Ave. Suite 310 linennlace@bellsouth.net Session 1: *Successful 11:45am New U & Healthy Miami UGardens, FL 33169U LUNCH www.linennlace.com12:15pm Break David McDermott 12:30pm Healthy U & Successful U Session 2: *New U LUNCH 305-651-8877 Mairlyn’s Fashion Boutique 1:00pm Break 1:15pm Successful U Session 3: *Healthy U LUNCH 14301 S Biscayne River Rd New U & david@davidmcdermott.com

1:45pm Break Miami, FL 33161 2:00pm GENERAL SESSION 4 Mairlyn Lightbourn 4:00pm NxtGen Energy LLC. Break 786-489-5429 6:00pm Linda FreemanGENERAL SESSION 5 rotate according to track assignment) 2_mlo@bellsouth.net*(Lunch Breaks will 954-707-3023 Sunday, October lfreeman@nxtgenmedia.com 11 Mary Kay Cosmetic GENERAL SESSION 6 8:30am, 4000 SW 18th St 10:30am & 12:30pm OTG Apparel.com West Park, FL DawnChere Wilkerson is a33023 dynamic communicator, singer, 17210 Madison Green Dr Suzette Johnson and creative leader with a passion to encourage and Tampa, FL 33647 78-718-9156 inspire this generation to live for Christ. Growing up as Carrie Gibson ettezus8@yahoo.com a third generation preachers kid, her life has been filled with opportunities to minister. At the age of 2, 813-408-0584 she began www.marykay.com/ carrie@otgapparel.com recordingsuzettepjohnson music with her family’s evangelistic ministry, and at the age of 16, she signed her first recordingwww.otgapparel.com contract.

She has traveled theInc country singing and currently Money across Matters serves on8761 the N staff of Trinity the lead Party Light Crescent Dr Church as one of creative architects. She and her h usband, Rich, lead a 1549 NE 110th St Miramar, FL 33025 weekly young adult gathering called The Rendezvous.

Marie Wallace 954-394-6490

Miami, FL 33161 Elizabeth Tejeda

boutique

passion life with

Registration Open Girlfriends Boutique Open The Link Café Open Childcare Open*

7:00pm

Friday, October 9 12:00pm Registration Open, Comp Lunch Served Girlfriends Boutique Open The Link Café Open Childcare Open* Afternoon Workshop 1 1:00pm Break 1:45pm Afternoon Workshop 2 2:00pm Monnay Italian Jewelry Break 2:45pm Myrian Pericles 10961 Sw 74 St Afternoon Workshop 3 3:00pm 301-755-4532 Miami, FL 33173 Break 3:45pm 5:00pm mp@bww.com Registration Open Sulemi Nieves Girlfriends Boutique Open www.bww.com 786-624-7177 The Link Café Open zurima04@hotmail.com Childcare Open*

“

embrace

[ * Only Preregistered children accepted. | * *You must be present to be eligible to win. ]

Thursday, October 8 5:00PM

conference schedule

PROGRAM BOOK

Prepaid Legal Service 15863 NW 11 Street Pembroke Pines, FL 33028 Marjorie Mitchell 954-990-0353 mitchnxs51@bellsouth.net

Send Out Card 1370 NW 72nd St Miami, FL 33147 Jill Kavanaugh Green 305-804-5710 2bcertain@bellsouth.net

Primerica 12229 Sw 53rd St. ste #309-S Cooper City, FL 33330 Anastasia Cousins 954-559-5395 acousins@primerica.com www.primerica.com

ShaVintage www.shavintage.com 1940NW105th Ave Apt 301 Miami, FL 33015 Donna Caudill 786-299-4933 caudill-donna@aramark.com

Primerica Financial 3349 N.University Dr Davie, FL 33024 Lillian White 305-305-0422 lperry.vw724@primerica.com www.primerica.com/vanwhite

Shemas Art 9170 Nw 19th Place Sunrise, Fl 33322 Tashema Harnett 954-647-5761 harnett@bellsouth.net www.shemasart.com

Radio Mega 1700 AM gcassagnofe@radiomega.net

Sonij’s Collectibles 320 NE 169th St N. Miami Beach, FL 33162 305-653-5401 lloyd852@bellsouth.net

Rhema Resources 3649 SW 167th Ave Miramar, FL 33027 Gloria Vazquez 954-442-6795 gloria@rhemaresources.com www.rhemaresources.com

tracks Royal Affairs 17801 NW 2Nd Ave Miami, FL 33169 Sheila Waters 305-493-1557 aroyallaffair@aol.com www.royalaffairinc.com

Sue-Bee Q Jewlery 13906 NE 4th Ave Miami, FL 33161 Beverly Stone 305-409-2792 beverly@sue-beeQjewelry.com The Perfect Gift 19320 NW 47th Ave. Miami, FL 333055 Alaire Johnson 786-556-9066

Johanne Wilson graduated from Maryland Institute786-512-7566 College of moneymatters.acn.ep.com Arts where she studied fine arts & design. She haslizcandles46@yahoo.com since been www acnrep.com an art director at world class agencies in NYC & Miami where she worked on global fashion & beauty campaigns. Johanne is also the VP of Brand ID & Fashion Design of CLOAK Inc., whose mission is to promote hope & inspiration to people in need. She also co-pastors Trinity Church’s youth ministry, NEW U Discover how to put your best face forward with the Exit Youth Group with her husband Terrance Wilson and has New You Style Team. Learn the tools to de-stress and de-clutter a passion for young women’s ministry. Rev. Linda Freeman, M.S., Executive Director Peacemaker Family Centers. With more than 20 years of program management experience as both an environmental engineer and a social service director, she leads this ‘one of kind faith based community outreach ministry’ with excellence and energy. A member of Leadership Florida, Board Member of the Alliance for Human Services of Dade County, ordained minister, Stanford University M.S. Environmental Engineering, University of Michigan B.S. Chemical Engineering, Linda has been married to David Freeman for 22 years and has 2 college children.

in order to find the peaceful home you desire! Enjoy a fashion show and get hot shopping tips. Walk away with a new vision for your life! Led by DawnCherie Wilkerson & Johanne Wilson. Location: Auditorium

Location: Loading Dock Klautrelle Long, CPA, MS serves as the Financial Director for Trinity Church and Peacemakers Ministries. She offers insight including: (1) Extensive Experience and Success with Government Contracts and Internal Revenue Service Compliance. (2) Offering Services on a range of business issues, including financial planning, tax issues, company asset valuations, cost-effectiveness market analyses. (3) Works to help create strategies for growth by analyzing market dynamics and organizational capabilities.

JOHANNE WILSON

09 09

HEALTHY U Pastor Linda Freeman will share easy fitness tips and successful strategies that can help you get in the best shape of your life. Learn how to make simple lifestyle changes to help you live a healthier life. We will also share great cooking tips for a Healthy U! Led by Rev. Linda Freeman.

SUCCESSFUL U No matter what your bank account balance is today, with proper planning & spending you can create security for the future. Financial experts Klautrelle Long and David McDermott will show you how to make your financial plan a success! Led by Klautrelle Long & David McDermott Location: Dance Studio

Trinity Church Women’s Trinity Church Conference Women’s Conference

03 GIRLFRIENDS WOMEN’S CONFERENCE T-SHIRT DESIGN COLOR DIRECTION AND LOGO PRINTED ON PURESA ORGANICS® ECO FABRIC CONFERENCE BAGS

JOHANNE WILSON

04 PARTY CITY MOBILE APPLICATION Parties are a way for people to connect with each other and celebrate life. Everybody loves a good party, but good parties take planning. With the everyday demands of life, who has time to plan a party? Party City is the one-stop-shop for party supplies, but with such a vast selection to choose from, it gets quite overwhelming. Taking the hassles out of party planning will encourage more people to throw more parties. Create a fast and easy, one-stop digital solution to help customers with their party planning needs.

Art Director: Johanne Wilson Copywriter: Yesenia Hernandez JOHANNE WILSON

04 PARTY CITY IN-STORE INTERACTIVE & WEB INTEGRATION

JOHANNE WILSON

05 FRIENDLY’S ICE CREAM BRAND IDENTITY For over 70 years, Friendly’s has been a place that brings you a friendly staff, reasonable prices, and a thousand sweet ways to end your day. That’s why Friendly’s is the place Where Ice Cream Makes The Meal®. Brief: Create a holistic design and visual tool box to be applied to all touchpoints of the brand. The design is a typographic blanket of words and expressions that are linked to the brand. It has become the prominent element that threads the brand’s visual identity.

JOHANNE WILSON

05 FRIENDLY’S ICE CREAM APRONS AND BAGS The typographic treatment is seen on all points of contact of the brand.

JOHANNE WILSON

FRIENDLY’S ICE CREAM ICE CREAM MENU

your

The typographic treatment is seen on all points of contact of the brand.

create own With so many incredible flavors of rich premium ice cream and lots of sweet toppings ready to mix in, the ice cream possibilities are endless. So use your imagination to create your own sweet masterpiece!

Vanilla Strawberry Chocolate Coffee Nuts Over Caramel® Forbidden Chocolate® Vienna Mocha Chunk® Chocolate Chip Orange Sherbet

Chocolate Chip Cookie Dough Hunka Chunka PB Fudge® No-sugar-added Vanilla Vanilla fat-free frozen yogurt Soft Serve

Watermelon Sherbet

Vanilla

Mint Chocolate Chip

Chocolate

Black Raspberry

Twist

Cookies‘n Cream Friendly’s Originals *Butter Crunch *Chocolate Almond Chip *Maple Walnut *Purely Pistachio® *Butter Pecan *Raspberry swirl fat-free frozen yogurt *Flavor selection varies by location

choose a Happy Ending

Single X.XX Double X.XX

2 scoops, 1 toppings X.XX w/ meal X.XX w/o meal

Original Sundae

ECD: David Nathanson Art Direction: Jordan Lipton, Johanne Pradel

3 scoops, 2 toppings X.XX

Hot Fudge Strawberry Marshmallow No-SugarAdded Fudge Peanut Butter Caramel Chocolate Sauce Pineapple

choose a Crushed Oreo cookie pieces

Reese’s Pieces candy

Gummy Bears

Our legendary, super-thick, soft-serve shake in your choice of chocolate, vanilla, strawberry or coffee. X.XX Add a topping to any ice cream beverage XX¢ each.

Almonds

Reese’s® Peanut Butter Cups

smoothies

Giant Crowd Pleaser 6 toppings X.XX Additional toppings XX¢ each

This is a shake and then some. Choose any 5 scoops of our rich and creamy ice cream. So thick, it’s served straight from its mixing can. X.XX Add a topping to any ice cream beverage XX¢ each.

Walnuts

M&M®

(contains peanuts)

Vanilla Pound Cake Cubes

Butterfinger®

(contains peanuts)

Super Sundae

Looking for a refreshing dessert? All our smoothies combine our handscooped vanilla fat-free frozen yogurt with real fruit to create favorites like Strawberry Banana or Pineapple. Or try our sherbet based classics like the Orange or Watermelon Slammer.™ X.XX

floats

5 scoops, 3 toppings X.XX Crushed HEATH® Bars The Kit Kat, HEATH®, REESE’S® trademark and trade dress are used under license from The Hershey Company. M&M’s® is a registered trdemark of Mars Inc. OREO® is registered trademark of Kraft Foods Holdings, Inc., used under license. NESTLE® and BUTTERFINGER® are registered trademarks of Societe des Produits Nestle, S.A., Vevey Switzerland. ©2009, Friendly Ice Cream Corporation.

original

double thick milk shake

(contains almonds)

JOHANNE WILSON

What are you craving today? A shake? A float? A smoothie? There’s something amazing about taking all the things you love and blending them all together. It started with our original Fribble ® shake and has grown to give you a choice of indulgent beverages. This is the reason why so many have grown up with Friendly’s but have never grown out of it.

Swiss Chocolate

We make it ourselves, from our rich premium ice cream to our own gooey hot fudge to our own sweet whipped topping. And we only use the freshest ingredients, with many shipped in straight from the farm. Our ice cream experts will only start with the best, and that’s why Friendly’s is the only place Where Ice Cream Makes the Meal®.

Cones or Dishes

Make your double cone a waffle cone for XX¢ more

choose a flavor

The fun starts when three scrumptious scoops of any of our amazing ice cream flavors and your choice of soda together in a tall mug, crowned with a mound of whipped topping and a cherry. X.XX

05 FRIENDLYâ&#x20AC;&#x2122;S ICE CREAM ICE CREAM MENU The typographic treatment is seen on all points of contact of the brand.

ECD: David Nathanson Art Direction: Jordan Lipton, Johanne Pradel JOHANNE WILSON

Hearty Soups Warm up with chunky, seasoned chicken noodle soup or try our soup of the day. X.XX

Oriental Chicken Salad

Soup & Side Salad Combo The perfect pair. A cup of hot soup or creamy chowder, served with a side salad and grilled garlic bread. X.XX

Side Caesar Salad

FRIENDLY’S ICE CREAM

Just the right amount of crisp romaine and crunchy croutons, tossed in our zesty Caesar dressing and garnished with a special blend of three flavorful cheeses. X.XX

Executive Creative Director: David Nathanson Art Direction: Jordan Lipton, Johanne Pradel

supermelt

The typographic treatment is seen on all points of contact of the brand.

All of our famous SuperMelt™ sandwiches are served with hot, golden fries. Upgrade to Waffle Fries for X.XX. Add a Side Garden Salad for X.XX or a Side Caesar Salad for X.XX.

™

SuperMelt

Turkey Club SuperMelt How else would Friendly’s serve the classic turkey club? Stacked slices of warm turkey breast, crisp bacon and layers of melted American cheese, topped with fresh tomato and served with Thousand Island dressing on grilled sourdough bread. X.XX

Reuben SuperMelt It’s everything good about New York stuffed in between slices of grilled rye bread. Tender corned beef is seasoned to perfection, then combined with loads of melted Swiss cheese, tangy sauerkraut and creamy Thousand Island dressing. Straight from the city. X.XX

Tuna Salad SuperMelt The most delicious tuna melt ever made. Freshly prepared Albacore tuna salad is topped with melted American cheese and ripe tomato slices, then sandwiched between two slices of freshly grilled sourdough bread. X.XX

JOHANNE WILSON

150

Oriental Chicken Salad

A whole lot of freshness in a side salad. This crispy

Enjoy grilled ginger-glazed chicken,

combination of fresh mixed greens comes served with your choice of our flavorful dressings. X.XX

mandarin oranges, roasted almonds and our crunchy wonton strips, atop a bed of

With any meal X.XX

mixed greens. Sprinkled with sesame seeds and served with sweet ginger-sesame dressing. X.XX

Kickin’ Buffalo™ Chicken Salad Salad meets spice. Our buffalo-tossed,

country breaded, all-white chicken breast is combined with fresh celery, green

our famous SuperMelt™ sandwiches are so sensational. And when tender meats like turkey meet gooey, mouthwatering cheeses that melt and bubble right over the edge,

atop mixed greens. Served with our Bleu cheese dressing. X.XX

Honey BBQ Chicken SuperMelt

The sandwich that sets the bar for all others. Crispy strips of chicken breast are smothered in our sweet honey BBQ sauce, then covered with melted Cheddar cheese, crisp bacon and ranch dressing. It’s a masterpiece served on grilled sourdough bread. X.XX

Chicken Parmesan SuperMelt

An Italian classic reborn in a handheld SuperMelt. Golden strips of crispy chicken breast, marinara sauce and melted Mozzarella cheese are pressed between two thick slices of grilled sourdough bread. No fork required. X.XX

Whereice cream makes the ™

meal

Side Garden Salad

“Cheese + anything = delicious.” In 1989, we applied that flavor logic. That’s why

you’ll remember why we call them super in the first place.

Turkey Club

All entrée salads below are available with grilled chicken or crispy chicken upon request.

soups & salads

Honey BBQ

With any meal X.XX

We started with ice cream. Which is why you should always finish with it. For over 70 years, Friendly’s has worked to perfect our rich and creamy homemade ice cream. So whether you order a SuperMelt or a Friendly’s Big Beef® Burger, finish with ice cream. It’s what we do best. And it’s why Friendly’s is the place Where Ice Cream Makes the Meal™.

Chicken Parmesan SuperMelt

peppers, red onion, tortilla strips, and a mix of Monterey Jack and Cheddar cheeses

Clam Chowder Homestyle Clam Chowder In New England, it’s pronounced “chow-dah.” Our rich clam chowder is prepared with a creamy blend of tender clams, diced potatoes, onions, bacon bits and garden herbs, served steaming hot and delicious. X.XX

Chicken Caesar Salad

The full-sized portion of our delicious Caesar salad features chopped grilled chicken, crisp romaine lettuce, zesty Caesar dressing and our special blend of three flavorful cheeses. It’s proof that simple and fresh go a long way. X.XX

Crispy Chicken Salad

Yes, a salad can make your mouth water. Crispy pieces of country breaded, all-white chicken breast are tossed with Monterey Jack and Cheddar cheeses, ripe tomatoes, sliced egg, and tortilla strips, then set atop a bed of fresh mixed greens. Served with our honey mustard dressing. X.XX

Crispy

Chicken

Salad

Lunch &

Dinner

06 MARYLAND INSTITUTE COLL. OF ART: TYPE EXPERIMENTATION POSTER DESIGN

JOHANNE WILSON

07 DIAGEO: BAILEYS DESIGN EXPLORATORY Brief: Redesign the Baileys Irish Cream packaging to make it more contemporary while maintaining the rich Irish history that is built into the brand identity. Establish Baileys as the premier brand of Irish cream in the market.

old design JOHANNE WILSON

Beretta Vinyard Wine Label Design Client: Gabrielle Beretta

BERETTA VINEYARDS PACKAGE DESIGN BRAND IDENTITY DESIGN Brief: Create a brand identity and premium packaging design for Beretta Vineyards, a family-owned, private vineyard. Consider the extension of the brand that will include red, white, and sparkling wines.

JOHANNE WILSON

Wine Label Design Client: Gabrielle Beretta Beretta Vinyard Wine Label Design Client: Gabrielle Beretta

OPTION 5

OPTION 4

09 GLADERMA: CETAPHIL DESIGN EXPLORATORY Brief: Redesign the bottle label to help soften the brand while communicating product efficacy at shelf. Background: Cetaphil is the #1 dermatologist recommended brand of skin cleansers and moisturizers. The brand looked too harsh and clincal at shelf and intimidated customers in the marketplace.

old design JOHANNE WILSON

5 1 010

New Beauty Magazine TestTube™

SANDOW MEDIA: NEW BEAUTY MAGAZINE TESTTUBE™ Packaging redesign exploratory DESIGN EXPLORATORY Brief: Create a design for the NEW BEAUY TESTTUBE. Background: TestTube™ is a one-ofa-kind, high-end sampling program created by NewBeauty magazine that allows you to try a variety of the best beauty products before customers invest in them. Four times a year, members receive a sleek tube filled with deluxe and full-size samples of coveted, high-performance luxury beauty and personal care products. Here are a variety of designs that were presented for the brand. One design would be chosen and be turned into a template that could be customized for each edition of the tube in the year.

JOHANNEJohanne WILSON Pradel

5 1 010

(Flats) DESIGN EXPLORATORY Flats of more TESTTUBE designs.

NewBeauty’s TestTube Sampling program is designed to provide our customers a unique array of sampling products. All products are subject to change based upon availability. The TestTube you receive may include different products than are currently listed on our website, however, the value of the TestTube products in each tube will always significantly exceed the subscription price.

The TestTube Sampling program is designed to provide our customers a unique array of sampling products. All products are subject to change based upon availability. The TestTube you receive may include different products than are currently listed on our website, however, the value of the TestTube products in each tube will always significantly exceed the subscription price.

JOHANNE WILSON Johanne Pradel

A UNIQUE PRODUCT SAMPLING PROGRAM

SKIN

SANDOW MEDIA: NEW Packaging BEAUTYredesign MAGAZINE TESTTUBE™ exploratory

BRONZED

New Beauty Magazine TestTube™

011 CLOAK APPAREL INC. BRAND IDENTITY CREATION FASHION GRAPHIC DESIGN MARKETING DESIGN PRODUCT PACKAGING DESIGN Background: CLOAK’s mission is to promote hope & inspiration through fashion. By covering yourself in CLOAK Apparel you cover someone else in need. The purpose of CLOAK is to compel active young people to participate in providing creative solutions to growing social crisis around the world. CLOAK strives to transform people’s perception of how fashion can impact lives everyday and overall improve the world’s social climate. CLOAK translates what it stands for, love, into works of art that people live in everyday. CLOAK is committed to becoming the creative source that solves the many issues facing humanity.

JOHANNE WILSON

6 .921 .301 305

011

CLOAK INC BUSINESCLOAK CARDS INC BUSINES CARDS Trim size: 2.75”x 2.75”Trim size: 2.75”x 2.75” Rounded Corners Rounded Corners Double sided with bleed Double sided with bleed

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CLOAK APPAREL INC. BUSINESS CARD & LETTERHEAD

st 5, 200 8 Mr. K enne dy, We wou ld lik to u e to sing intro fash wor duc ion a e yo ld. O sav u to u r grou ultim ehic CLO le to ps t a AK, t e o co goa prov a ne ntin l is t iding w fa ue t o shio b solu e o c Eac do t ome n life tion h co he w style a s to v ll a ectio orkt s socia t our bran r e hey n we s sign o l cris d de u do. rce atur p is ar dica r f o the or c duc e de oun ted profi h e aritie sign d th w il t l be s fro er te s solu a n d m th shirt dm e tion d ic , “Po e “P issio s to ated ositiv ns sitiv the to a ity M curr ity M e new ent oves al oves CLOale c a f s o u .” CL od c s AK is se. W ” co e e r OAK llect risis e re exte M_or _ ion t in H cent will ndin o ch aiti. ip be d p ves” coll ly re ga aritie ona leas ectio hui nde com sh s r ting ed s foc r p r n s li e t t m a o 100% e Go nds u e y n s o e t n tr n u a d our . We d liv ry d t of o r n c a esig prov ing ore f a e e p l in E n busin iding p that er tvery the _ shirt ess day you wor s_ ss valu th ld th are from nece es: g es a yo re at c ssitie at goes r t h p u e ive, ould ng a p “Pos by is s tha _ and love be a nd t itivit repr t eve we a and fo o_ rend perf y esen ry h re tr supp in y ind ect nf Indiv i t u s y l m amb ort. ing a pe ividu l a idua a n t Y a r assa bein rson o do ou a al th ls r w e li d g ke y ay fo re a who som or fo at need n ne ou c man ethin r yo is go r all s to an r ge ung com of t g in h ge li v e t in g o e ally peo forta gs p with . Peo chan h p ositiv out elp s ble, le to ple a ge t prov the high prea e. hat. be p re d oke basic d th qua Fash ying conv lity m art of th e wo ion + o ersa f s e so rd a tarv ater tion C a bou atio lutio use ials . t ho n and n to = So Sinc ww spec socia lutio erely e’re n. ifica l cris , p r lly d ovid is. T esig ing The he s ned a hirt CLO to b is m AK t e ade eam bold of . so it can

JOHANNE WILSON

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FL iami, ce, M a r r th Te 189 NW 620

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Thank you for being part of the movement. CLOAK is a lifestyle brand committed to becoming a vast resource for charitable organizations and special missions projects. Your patronage has made you part of the vision. You’ve been CLOAK’ed. Thank you for being part of the movement. CLOAK is a lifestyle brand committed to becoming a vast resource for charitable organizations and special missions projects. Your patronage has made you part of the vision. You’ve been CLOAK’ed. Thank you for being part of the movement. CLOAK is a lifestyle brand committed to becoming a vast resource for charitable organizations and special missions projects. Your patronage has made you part of the vision. You’ve been CLOAK’ed. Thank you for being part of the movement. CLOAK is a lifestyle brand committed to becoming a vast resource for charitable organizations and special missions projects. Your patronage has made you part of the vision. You’ve been CLOAK’ed. Thank you for being part of the movement. CLOAK is a lifestyle brand committed to becoming a vast resource for charitable organizations and special missions projects. Your patronage has made you part of the vision. You’ve been CLOAK’ed.

cloakinc.com cloakinc.com cloakinc.com cloakinc.com cloakinc.com

JOHANNE WILSON

LIMITED EDIT I O N

LIMITED EDITION L I M I T E D ED I T I O N

A CLOAK may be anything that disguises or conceals + it is on one hand a symbol of superior dignity and on the other a veil that cuts you off from the world + it covers or shields + it is an emblem of divine protection + CLOAK means change, transformation, evolution or revolution + it is an action + a movement + style with conscious + design with purpose + We are CLOAK.

shields + it is an emblem of divine protection + CLOAK means change, transformation, evolution or revolution + it is an action + a movement + style with conscious + design with purpose + We are CLOAK.

other a veil that cuts you off from the world + it covers or

is on one hand a symbol of superior dignity and on the

A CLOAK may be anything that disguises or conceals + it

with purpose + We are CLOAK.

is an action + a movement + style with conscious + design

means change, transformation, evolution or revolution + it

shields + it is an emblem of divine protection + CLOAK

other a veil that cuts you off from the world + it covers or

is on one hand a symbol of superior dignity and on the

A CLOAK may be anything that disguises or conceals + it

style with conscious + design with purpose + We are CLOAK.

evolution or revolution + it is an action + a movement +

divine protection + CLOAK means change, transformation,

L I M I T E D E D I T ION

011

CLOAK APPAREL INC.

PACKAGING DESIGN

LIMITED EDITION

011 CLOAK APPAREL INC. FASHION GRAPHIC DESIGN COLLECTION MARKETING DESIGN PHOTO ART DIRECTION PHOTOGRAPHY The purpose of CLOAK’s launch campaign was to create buzz about the emerging fashion brand.

JOHANNE WILSON

011 CLOAK APPAREL INC. FASHION GRAPHIC DESIGN COLLECTION MARKETING DESIGN PHOTO ART DIRECTION The “ONE” collection is CLOAK’s high-end eco collection. “Eco-trendy” is the theme for the collection as it is about wearing green fashions without sacrificing style.

Art direction: Johanne Wilson Photographed by: Ryan Cohen JOHANNE WILSON

011 CLOAK APPAREL INC.

cloakinc.com

Positivity Moves.

Art direction: Johanne Wilson Photographed by: John Shepherd JOHANNE WILSON

Positivity Moves.

cloakinc.com

FASHION GRAPHIC DESIGN MARKETING DESIGN PHOTO ART DIRECTION

011 CLOAK APPAREL INC. ECOMMERCE SITE & SOCIAL MEDIA PAGES

JOHANNE WILSON

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Our mission is to promote hope & inspiration through fashion. By covering yourself in CLOAK Apparel you cover some else in need. The Positivity Moves 2009 campaign is dedicated to providing support to organizations that are meeting the needs of those affected by the massive food crisis in Haiti.

CLOAK APPAREL INC. BRAND SNAPSHOT OF MARKETING MATERIALS

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cloakinc.com

espoir (French for “hope”)

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W`cU_]bW"Wca

620 NW 189 Terrace + Miami, FL 33169 3 0 5 . 4 9 3 . 1 6 2 1 + www.cloakinc.com

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NAME:

ADDRESS:

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W`cU_]bW"Wca

CLOAK PROMO BAGS OPTION 1

FOR IMMEDIATE RELEASE Media contact: Johanne Wilson | 917.837.5853

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THE ORDINARY NEED NOT APPLY

EMAIL:

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and legitimate charitable causes. “Our goal is to become a vast resource for socially conscious ONLY FORMS WITH REAL INFORMATION causes and to develop missions projects that focus on specific issues around the world,” Ebonie, Mukasa,CONTEST. CEO of CLOAK. “Our business model includes a plan for reciprocating WILL BE VALIDexplains FOR THIS

CLOAK is all about being stylish and socially conscious. In short, CLOAK designs and sells cool and unique products. A portion (and in some cases 100%) of the profit is donated to active

resources gained to help develop solutions for social crisis in this country and around the world.” Fashion is their vehicle, being a part of the solution to social problems is their purpose.

The company’s launch campaign, “The Ordinary Need Not Apply,” features the “Positivity Moves,” limited edition t-shirt collection. In true CLOAK form, this collection is bold, vibrant and fun. The large positive symbol is intended to remind people to be positive everyday and that they are part of a movement to become part of the solution. “Positivity is contagious,” says Terrance Wilson, CLOAK VP of Creative Direction. The design is clean and simple. The fabric, made of heather material, is soft and comfortable. CLOAK Apparel t-shirts are for the energetic, open-minded and eclectic, trendsetter. That’s why they’re offering an array of color options for people to choose from. People can mix, match and layer to create a look that W`cU_]bW"Wca is all their own. While CLOAK is a for profit company, the company is really serious about its giving and missions projects. In light of the recent focus in the news regarding the food crisis in Haiti: http://www.democracynow.org/2008/5/1/back_from_haiti_rev_jesse_jackson, 100% of the profit made from the launch collection will be donated to charities helping the poor living in the nation of Haiti. “Positivity Moves” limited edition designer tees are available at: cloakinc.com.

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620 NW 189 Terrace + Miami, FL 33169 3 0 5 . 4 9 3 . 1 6 2 1 + www.cloakinc.com

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W`cU_]bW"Wca

620 NW 189 Terrace + Miami, FL 33169 3 0 5 . 4 9 3 . 1 6 2 1 + www.cloakinc.com

tradeshow bag W`cU_]bW"Wca

cloakinc.com

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JOHANNE WILSON

620 NW 189 Terrace + Miami, FL 33169 W`cU_]bW"Wca 3 0 5 . 4 9 3 . 1 6 2 1 + www.cloakinc.com

cloakinc.com

e-blast

These days we’re constantly being bombarded with the problems we face as a society, human 620 NW 189 Terrace + of Miami, FL 33169 race and citizens of planet earth. We know that there are so many issues but, a lotW`cU_]bW"Wca us are either 3 0solution 5 . 4 9 3or . 1we’ve 6 2 1 become + www.cloakinc.com overwhelmed by the responsibility to be part of the desensitized to it all and we just continue living out our lives. That is the inspiration for CLOAK.

620 NW 189 Terrace + Miami, FL 33169 + 305.493.1621 + cloakinc.com

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Miami, FL July 10, 2008 - CLOAK Apparel releases “Positivity Moves,” limited edition designer t-shirts. 100% of the profit from the launch collection will be donated to charity.

JOHANNE WILSON ART DIRECTION BRAND IDENTITY GRAPHIC DESIGN tel: 917.837.5853 johannepradel@yahoo.com terrancejohanne.blogspot.com