design and identity case studies
schaeferdesign portfolio, work examples and case studies 3/6/09
deer valley ski resort: brand, identity and campaign Deer Valley—one of North America’s top ski resorts—approached Gil Schaefer in 1980 to help forge a brand and identity for what was then a few thousand acres of undeveloped land. The project challenge was to create a memorable identity and campaign that would successfully launch and convey the resort’s luxury and exclusive feel, while still appealing to the dedicated skiers it also hoped to attract. Due to the immediate success following launch of the brand, additional resort activities expanded to include spa and health clubs, outdoor symphonies and concerts, festivals, horseback riding, golf, swimming, and tennis. In the years since, Deer Valley Resort has become known for revolutionizing ski area service. Since opening in 1981, they have been committed to providing a level of care rarely found at a ski resort, delivering classic, consistent and quality service with an image that reflects their professional and executive approach.
primary logotype and identity
advertising and promotional campaign
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schaeferdesign portfolio, work examples and case studies 3/6/09
deer valley ski resort: brand, identity and campaign In the years since Deer Valley Resort has successfully adapted their identity—which remains unchanged since 1981—and continues to reinforce the strength of the classic brand by maintaining a well-polished look that compliments the clientele and properly reflects the high level of the resort’s service. resort website
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schaeferdesign portfolio, work examples and case studies 3/6/09
liberty park: brand, identity, and environmental graphics Liberty Park—Salt Lake City’s second-largest public place—is a popular public urban gathering and recreation area in Salt Lake City, Utah. SchaeferDesign was approached by the Salt Lake City Parks Department to rebrand and give the space a new identity in 2007. The project challenge was to create a memorable identity and environmental graphic plan that reflected the increasing popularity of the public space, while remaining open and inviting to all of Salt Lake’s urban population. The park facilities—which include playgrounds, concession stand, children’s play area, picnic areas, large grassy areas, horseshoe pits, swimming pool, basketball court, volleyball courts, tennis courts, jogging path, Tracy Aviary and a greenhouse—have benefitted greatly from their improved visibility, and public use of the park has seen an increase of over 20% in the first year of the new identity. primary logotype and identity
environmental graphic and signage system
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schaeferdesign portfolio, work examples and case studies 3/6/09
liberty park: brand, identity, and environmental graphics park signage and environment
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schaeferdesign portfolio, work examples and case studies 3/6/09
afi dallas international film festival: brand, identity, and collateral After creating the brand and identity for American Film Institute’s (AFI) inaugural Dallas Film Festival, SchaeferDesign followed up in year 2 of the festival to help expand the greater Dallas Fort Worth area’s knowledge of the event. Ticket sales and attendance to all festival events increased by 30% over the previous year, and national and international press of the event gave rave reviews of the event and its presence in the DFW metro area. primary logotype and identity
festival catalog and publications
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schaeferdesign portfolio, work examples and case studies 3/6/09
afi dallas international film festival: brand, identity, and collateral festival website – www.afidallas.com
festival merchandise – Available for sale throughout the DFW area at various retail locations.
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schaeferdesign portfolio, work examples and case studies 3/6/09
afi dallas international film festival: brand, identity, and collateral festival signage and environment
festival creative direction and styleguide
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schaeferdesign portfolio, work examples and case studies 3/6/09
red rock brewing company: brand, identity, and collateral Red Rock Brewing Company opened its Salt Lake City doors in 1994, and due to being the first restaurant located in the 200 West 200 South area, speculation on the success of a brewpub in such an industrial area was high. The vision for this little old warehouse was one with great potential, offering much more than another bar/food joint, and SchaeferDesign was up to the task of creating a lasting identity for the business. The idea was to expand the idea of a brewpub identity in Utah by offering a wide variety of brews and home-made sodas alongside quality, innovative menu choices that would leave people talking and coming back for more. The vision for Red Rock has only strengthened over the years, and it has become a staple in the downtown restaurant community as well as the state-wide brewing community. In January of 2005, Red Rock decided to expand its presence by opening a second location in the ever-growing community of Kimball Junction located in Park City, Utah.
primary logotype and identity
product advertising
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schaeferdesign portfolio, work examples and case studies 3/6/09
red rock brewing company: brand, identity, and collateral package and label design
advertising and marketing collateral
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schaeferdesign portfolio, work examples and case studies 3/6/09
red rock brewing company: brand, identity, and collateral label and in-house design collateral
restaurant exterior signage
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schaeferdesign portfolio, work examples and case studies 3/6/09
gonu: brand, identity, and website gonu is a new web-based green social network and lifestyle brand that provides consumers with verified zero-emission products, and direct retail partner rewards for its participating members. The challenge with creating the gonu brand was to fully capture the energy and vision of a company set to energize the global CO2 credit marketplace and transform the current ‘green’ movement. Even with production and development of the company currently underway, the creation of the gonu brand and website resulted in seed funding and initial investments to make the gonu dream a reality. primary logotype and identity extensions
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schaeferdesign portfolio, work examples and case studies 3/6/09
gonu: brand, identity, and collateral www.readysetgonu.com member homepage SFGFS!B!GSJFOE
ready. set.
ACCOUNT SUMMARY: Welcome Jeremy Member Since April, 2008
My gonu Favorites:
current points: 16,400
FUND NAME
Point %
Sun Project
30%
Humano
25%
CleanWind
25%
Solarity
10%
HYDROlogy
10%
TOTAL
100%
RECENT HISTORY:
Account Number: 123456789 edit personal info Current Points: 16,400 Reductions: 600,000 tons of CO2
view purchase history
DATE view all 08/04/08 07/30/08 07/21/08
manage account
Growing Solar Find out where8
RETAILER Nordstrom Sprint Store Target
MPHPVU
POINTS EARNED 8,200 more... 2,050 more... 4,000 more...
Exclusive gonu Products: KATE SPADE GONU BAG: gonu stripe griffen organic cotton canvas trimmed with smooth shiny cowhide.
The homebase of gonu exists at www.readysetgonu.com—from here the consumer can create their own personalized homepage, which is their gateway to the gonu universe. From personal account summaries, to the carbon reductions in tons from their gonu purchases, to exclusive shopping opportunities with gonu partners, www.readysetgonu.com is as dynamic, powerful and flexible as the user can imagine, and then some... Other exclusive and exciting tools such as goNews and goChat— just to name a few—are used by the consumer to interact with others within the gonu universe.
$225.00 5,250 gonu points
FEJU!GVOET
CVZ!OPX
MESSAGES: FROM
DATE
Kate Spade
08/03/07
Nu Bag & Shoes limited editio
Smith, Jacob University of Michigan 8/2/2007 Env. Science Nu program
Schaeffer, Robyn
8/2/2007
Choice Humanitarian
8/1/2007
Hey Girlie, check out ur i.m.
UPDATE – Huyachua Bolivia attachment
goChat:
goNews
SHEL20GREEN 4:20 a.m. Wed, Aug. 1, 2007
TODAY’S GONEWS HEADLINES Wed, Aug. 1, 2007
“YO Jeremy! Check out my movie http://link.com That’s ME! In NEPAL, with my new friends Millianta and Kievae – we just finished installing a bio-digester yesterday! I’m home now. It was awesome!”
8 gonu Kids Club cleans up 10 acres of forest in pacific northwest... read more...
8REPLY NOW
8 Wildlife Update: Guerilla habitat saved from logging in Congo... read more...
KELROCK 12:43 p.m. Thu, Aug. 2, 2007
8 Mercedes Benz unveils new 40mpg ECO Sedan 500SL... read more...
“hey jeremey... just got a great deal on a new vespa! Call me.”
8READ ALL GONEWS
SPRINT SAMSUNG GONU PHONE: samsung gonu eco phone This exclusive Sprint Vision 2 phone is designed for gonu $119.95 2,500 gonu points
CVZ!OPX
8REPLY NOW
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schaeferdesign portfolio, work examples and case studies 3/6/09
gonu: brand, identity, and collateral gonu marketing collateral and misc. marketing items
readysetgonu.com
REWARDS CARD
4878 5698 6874 9587 member since 2007
BRETT BLUTH
www.readysetgonu.com rewards card gonu in-store info kiosk for new customer registration or rewards access
Sprint Vision II cellphone for gonu with www.readysetgonu.com startpage
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schaeferdesign portfolio, work examples and case studies 3/6/09
sonoma valley and sonoma county: brand, identity, special event branding and website SchaeferDesign has forged a partnership with the Sonoma Valley and Sonoma County Vintners and Growers Associations to help promote and Sonoma grapes and wine throughout California, nationally and internationally. In addition to promotion of the county’s wines, between 2006 and 2008 Sonoma County’s Sonoma Wine Country Weekend has raised over $2.8 million for local charities and non-profit organizations, in addition to making hundreds of thousands of impressions through its international ad campaigns.
primary logotype
primary logotype and variations
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schaeferdesign portfolio, work examples and case studies 3/6/09
sonoma valley wine country weekend: brand, identity, and website event website – www.sonomawinecountryweekend.com
auction collateral – misc. promotional items for the 2008 auction
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schaeferdesign portfolio, work examples and case studies 3/6/09
sonoma valley wine country weekend: brand, identity, and website event advertising and posters – misc. promotional materials for the 2008 Sonoma Wine Country Weekend event advertisement
Turn the page to learn more. Visa SignatureÂŽ cardholders receive special savings and benefits. SonomaWineCountryWeekend.com
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selected event identity, poster and advertising collateral examples
schaeferdesign portfolio, work examples and case studies 3/6/09
2005 Twilight Concert Series Identity – Project: Concert Posters/Stage Backdrop
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schaeferdesign portfolio, work examples and case studies 3/6/09
Friday – 5:00 pm to 10:00 pm | Saturday – noon to 10:00 pm | Sunday – noon to 7:00 pm
traditional music, dance, food and crafts of salt lake’s contemporary ethnic communities
www.slcgov.com/arts/livingtraditions (801) 596.5000
Presented by the Salt Lake City Arts Council with support from the Utah Arts Council Folk Arts Program
Media Sponsors
2008 Living Traditions Festival Identity – Project: Poster and misc. collateral (t-shirt, credential)
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schaeferdesign portfolio, work examples and case studies 3/6/09
What’s the story? Come see for yourself.
AFI DALLAS08
What’s the story? Come see for yourself.
What’s the story? Come see for yourself.
2ND ANNUAL
INTERNATIONAL FILM FESTIVAL
MARCH 26 – APRIL 6 ( DALLAS, TEXAS
AFI DALLAS08 AFI DALLAS08 2ND ANNUAL
2ND ANNUAL
INTERNATIONAL FILM FESTIVAL
INTERNATIONAL FILM FESTIVAL
MARCH 26 – APRIL 6 ( DALLAS, TEXAS
MARCH 26 – APRIL 6 ( DALLAS, TEXAS
2008 AFI Dallas International Film Festival Identity – Featured Projects: Posters
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schaeferdesign portfolio, work examples and case studies radio free utah
3/6/09
radio free utah
krc L
radio free utah
radio free utah
KRCL 25th Anniversary Identity Identity – Featured Projects: KRCL (live) CD packaging, Logos, Ads
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schaeferdesign portfolio, work examples and case studies 3/6/09
“THE DISCOVERY OF MIRROR NEURONS IS THE MOST IMPORTANT UNPUBLICIZED STORY OF THE DECADE.”
“THE DISCOVERY OF MIRROR NEURONS IS THE MOST IMPORTANT UNPUBLICIZED STORY OF THE DECADE.”
— V.S. Ramachandran, Neuroscientist
— V.S. Ramachandran, Neuroscientist
WAVES OF MU
WAVES OF MU
Named after the electromagnetic oscillations (mu waves - pronounced “myew”) that reflect mirror neuron activity in the brain, Waves of Mu is a mix of visual and performance art, designed to stimulate public interest in modern neuroscience by providing an experiential understanding of the mirror neuron system.
Named after the electromagnetic oscillations (mu waves - pronounced “myew”) that reflect mirror neuron activity in the brain, Waves of Mu is a mix of visual and performance art, designed to stimulate public interest in modern neuroscience by providing an experiential understanding of the mirror neuron system.
Performance Space 122 New York City – February 11-24, 2008
Performance Space 122 New York City – February 11-24, 2008
Firehouse Gallery Burlington, VT – March 2008
Firehouse Gallery Burlington, VT – March 2008
Out North Anchorage, AK – April 2008
Out North Anchorage, AK – April 2008
A NEW WORK BY AMY CARON
Bunnell Street Gallery Homer, AK – April 2008 Salt Lake City, UT – Sept 2008
A NEW WORK BY AMY CARON
Bunnell Street Gallery Homer, AK – April 2008
AMY CARON.COM
Salt Lake City, UT – Sept 2008
AMY CARON.COM
Dance Theatre Coalition – Featured Projects: Waves of Mu Posters, 2006 Proving Ground Perfomance Series Poster
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schaeferdesign portfolio, work examples and case studies 3/6/09
PRO VING G RO UND 2 0 0 7 P R OV I N G G R O U N D PRESENTING ARTISTS
HVijgYVn! HZeiZbWZg &* -/%%eb
ZVi]Zg 6gcZii = A^chYVn :aa^h 6aZmVcYgV =VgWdaY :g^c @VhZg 9VcV B^X]Za BdcigZVa ?ZgdZc D[[ZgbVc CZi]ZgaVcYh I]Z K=H Fj^ciZi
HjcYVn! HZeiZbWZg &+ '/%%eb VcY -/%%eb GdhZ LV\cZg 7aVX` 7dm I]ZVigZ &(- LZhi (%% Hdji] HVai AV`Z 8^in! JiV]
PE RFORMANCES INCLUDE
Bjh^X $$ BdYZgc 9VcXZ $$ EZg[dgbVcXZ 6gi $$ K^YZd $$ I]ZVigZ $$ :bZg\^c\ VcY >ciZgY^hX^ea^cVgn EZg[dgbVcXZ Ldg`h EZg[dgbVcXZh VgZ [gZZ VcY deZc id i]Z ejWa^X# 9dcVi^dch VgZ VXXZeiZY#
PROVING GROUND
GZhZgkVi^dch VgZ cdi gZfj^gZY! Wji id ^chjgZ \ZcZgVa VYb^hh^dc hZVi^c\! gZhZgkVi^dch VgZ gZXdbbZcYZY# K^h^i YVcXZi]ZVigZXdVa^i^dc#dg\ [dg ^c[dgbVi^dc dg e]dcZ jh Vi -%&#-+%#)),)
T H E 2 0 0 8 P R O V I N G G R O U N D C O N C E R T P R E S E N T E D BY D A N C E T H E AT R E C O A L I T I O N
PROGRESSIVE PERFORMANCE ART IN ALL FORMS 2008 PROVING GROUND PRESENTING ARTISTS JUAN M. ADALPE//TYRONE DAVIES//PAMELA GEBER// //JESSICA JOBARIS//JUSTIN MCBRIDE//JASON METCALF// ASHLEY MOTT//POETRY OF INTERIORS//TRISTAN SHONE
PERFORMANCES INCLUDE MUSIC // MODERN DANCE // PERFORMANCE ART // VIDEO // THEATRE // EMERGING AND INTERDISCIPLINARY PERFORMANCE WORkS
SATURDAY, SEPTEMBER 13 8:00PM
SUNDAY, SEPTEMBER 14 2:00PM AND 8:00PM
Rose Wagner Black Box Theatre 138 West 300 South Salt Lake City, Utah
Tickets $15 general and $10 students Available at the door or through ArtTix at 355-ARTS or www.arttix.org
D A N C E T H E AT R E C O A L I T I O N . O R G
D A N C E T H E AT R E C O A L I T I O N . O R G
Dance Theatre Coalition – Featured Projects: 2007 & 2008 Proving Ground Perfomance Series Poster
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schaeferdesign portfolio, work examples and case studies 3/6/09
Utah Humanities Council – Featured Project: 30th Anniversary Gala Honoring Geralyn Dreyfous/Born Into Brothels Posters
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schaeferdesign portfolio, work examples and case studies 3/6/09
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Sundance Institute – Featured Projects: 2007 Sundance Institute Theatre Lab Poster/Identity, Illuminated Voices: Sundance at MOMA
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schaeferdesign portfolio, work examples and case studies 3/6/09
The UTah arTs FesTival woUld like To Thank The Following sUpporTers:
2007 Utah Arts Festival – Featured Projects: Festival Identity, Posters
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schaeferdesign portfolio, work examples and case studies 3/6/09
2008 TWILIGHT CONCERT SERIES
PRESENTED BY THE SALT LAKE CITY ARTS COUNCIL
august 9
july 26
july 12 GALACTIC JJ GREY & MOFRO
moe. DR. DOG
DAVID GRISMAN QUINTET SAM BUSH
august 16
PETER BJORN AND JOHN APOSTLE OF HUSTLE
YO LA TENGO THE FIERY FURNACES
SARAH BORGES & THE BROKEN SINGLES
august 23
ROBERT EARL KEEN
august 2
july 5
july 19
THURSDAY EVENINGS AT 7:00PM FREE ADMISSION GALLIVAN CENTER DOWNTOWN SALT LAKE CITY
JULY 10 THE ROOTS / THE KNUX JULY 17 ANDREW BIRD / JOSH RITTER JULY 24 DE LA SOUL / THE COOL KIDS JULY 31 YONDER MOUNTAIN STRING BAND / KELLER WILLIAMS AUGUST 7 NADA SURF / TIM FITE AUGUST 14 CLAP YOUR HANDS SAY YEAH / DELTA SPIRIT AUGUST 21 BROKEN SOCIAL SCENE / THE BIG SLEEP AUGUST 28 NEKO CASE / CROOKED FINGERS MICHAEL FRANTI CHARLIE HUNTER TRIO
www.slcgov.com/arts 2008 TWILIGHT CONCERT SERIES SPONSORS PRESENTING SPONSORS
CALEXICO FRENCH KICKS
SUPPORTING SPONSORS
MEDIA SPONSORS
CITY CENTER
2007 TWILIGHT CONCERT SERIES SPONSORS
2007 & 2008 Twilight Concert Series – Featured Projects: Identity/Poster
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schaeferdesign portfolio, work examples and case studies
TMD VU QFSNJU OP
3/6/09
Joefqfoefou!Qspevdfst!Dpogfsfodf Bvhvtu!!4!Ă‘!7-!3117!ÂŚ!Tvoebodf!Sftpsu-!Vubi
Sundance Institute – Featured Projects: Reel Stories Poster, 2005 Independent Producers Conference Ads/Identity
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schaeferdesign portfolio, work examples and case studies 3/6/09
Sundance Institute – Featured Projects: 2006 Independent Producers Conference Poster/Identity
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selected logo and identity examples
schaeferdesign logo and identity examples Presented to Goble Sampson Associates 1/5/09
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schaeferdesign portfolio, work examples and case studies 3/6/09
H
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schaeferdesign portfolio, work examples and case studies 3/6/09
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schaeferdesign portfolio, work examples and case studies 3/6/09
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schaeferdesign portfolio, work examples and case studies 3/6/09
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schaeferdesign portfolio, work examples and case studies 3/6/09
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