[WHAT IF]
I had nothing to lose and everything to gain?
[PORTFOLIO OF]
Kelsey Rubbelke
WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W [W
WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT [WHAT
IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF] IF]
[WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH [WH
[WHAT IF]
[PORTFOLIO OF]
Kelsey Rubbelke
[COLOPHON] [SCHOOL] Academy of Art University [COURSE] Portfolio [INSTRUCTOR] Mary Scott [STUDENT] Kelsey Rubbelke [EMAIL] kelseyrubbelke@gmail.com [WEB] kelseyrubbelke.com [PRINTER] Graphic Imagery [BINDER] The Key [PHOTOGRAPHY DONE BY] Kelsey Rubbelke [TYPEFACE] Din Next, Adobe Garamond [COPYRIGHT] 2013 [ALL RIGHTS RESERVED] No part of this publication may be reproduced without the express permission from Kelsey Rubbelke.
[DEDICATION] To my mom and dad, for showing me that anything
is possible. You will never know how grateful I am to have parents like you. To my brother, for showing me there is never a mountain too high to climb. To Robert, for making me get out of my comfort zone and giving me a love to cherish. To Lisa, for experiencing it all with me. To Karen, without you I might not have ever started this journey. I will never forget all you have done for me. Finally, to everyone who has supported and encouraged me since the moment I first decided to leave everything I had known and chase a dream.
[TABLE OF CONTENTS]
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06
[ T I T L E ] WA L G R E E N S [ C O U R S E ] PA C K A G E D E S I G N 4 [ I N S T RU C T O R ] M I C H A E L O S B O R N E [ C A T E G O R Y ] PA C K A G I N G / I D E N T I T Y
[TITLE] TOMS [ C O U R S E ] PA C K A G E D E S I G N 2 [ I N S T RU C T O R ] PA U L K A G I W A D A [ C A T E G O R Y ] PA C K A G I N G
02
07
[TITLE] ASICS [COU R SE ] IDENTIT Y 2 [ I N S T RU C T O R ] T O D D H E D G P E T H [ C AT EG ORY ] I D E N T I T Y
[TITLE] KREWES [COU R SE ] IDENTIT Y 1 [ I N S T RU C T O R ] A N D R E W C A M B O U R I S [ C AT EG ORY ] I D E N T I T Y
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08
[TITLE] ENDANGERED SPECIES [ C O U R S E ] PA C K A G E D E S I G N 1 [ I N S T RU C T O R ] C H A M I N D R I W I G E M A N N E [ C A T E G O R Y ] PA C K A G I N G
[TITLE] HEROES VS. VILLAINS [ C O U R S E ] PA C K A G I N G 3 [ I N S T RU C T O R ] C H R I S T I N E G E O R G E [ C A T E G O R Y ] PA C K A G I N G
04
09
[TITLE] INTO THE ABYSS [COU R SE ] T Y POGR APH Y 4 [ I N S T RU C T O R ] A R I E L G R E Y [ C AT EG ORY ] T Y P O G R A P H Y / P R I N T
[TITLE] BARTENURA [ C O U R S E ] PA C K A G I N G 3 [ I N S T RU C T O R ] C H R I S T I N E G E O R G E [ C A T E G O R Y ] PA C K A G I N G
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[TITLE] ROOTS [COU R SE ] PRINT 1 [ I N S T RU C T O R ] T R O Y A L D E R S [ C AT EG ORY ] P R I N T
[TITLE] MISCELL ANEOUS LOGOS [COU R SE ] SE VER AL [ I N S T RU C T O R ] S E V E R A L [ C AT EG ORY ] I D E N T I T Y
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
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[ T IT L E ] WALGREENS
Walgreens was exactly what its name says, ‘green’?
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[WHAT IF]
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[ I NS T RUC TOR] MICH A EL OSBORNE [ COU R SE ] PACK AGE DE SIGN 4
and was created by a team consisting of Eri S. Nakamura, Mike
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[ APPROACH ] This collaborative project lasted for fifteen weeks
Gutierrez and myself (Kelsey Rubbelke). The foundation our team created for this project was based on two different ideas: being green and life’s essentials. Making Walgreens into a ‘green’ store is an idea that is stated right in its name, and the tagline we developed for the store “Essentials for Life,” eludes to the overall theme. |
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[ COU R SE ] PACK AGE DE SIGN 4
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[ I NS T RUC TOR] MICH A EL OSBORNE
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[ T IT L E ] WALGREENS
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R
• SINC
HA EE
01 •
19
01 • 19
B
1901 •
E
[ K E L S E Y RU BBE L K E ] W H AT I F
NS
TS
• SINC
EN
NS
A RE E LE M
R
C
DW
• WALG
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UTY ELEM TS
NS • SIN
EA
EN
EE
R
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ELEMEN
EE • W ALGR
• WALG
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OD
TS
FO
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[C AT EGORY ] PACK AGING / IDENTIT Y
STORE BRAND
E
E
FOOD ELEMENTS
BEAUTY ELEMENTS
HARDWARE ELEMENTS
[ DE PA RT M E N T ]
[ DEPA RTMENT]
[ DE PA RT M E N T ]
GR O C E RY
PERSONAL CARE
H A R D WA R E
[ S TOR E / PR I VAT E L A BE L]
[ STOR E /PR IVATE L ABEL]
[ S TOR E / PR I VAT E L A BE L]
S T O R E / E N D O R SED
STORE/ ENDORSED
S T O R E / EN D O R S ED
[ USP]
[ USP]
[ USP]
FO O D YO U C A N E AT A N D K N OW
FEMALE PERSONAL CARE ITEMS THAT
‘ T O O L S FO R O D D J O B S’ W IL L W O R K
E X AC T LY W H AT YO U R P U T T IN G
TAKE ALL-NATURAL TO THE NEXT LEVEL
FO R A L L O F L IF E ’S L I T T L E F I X E S E V EN
I N T O YO U R B O DY.
OF YOUR LIFE.
IF YO U R N O T A H A N DY M A N .
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[ T IT L E ] WALGREENS |
[ I NS T RUC TOR] MICH A EL OSBORNE
PRIVATE LABELS
MOXIE
PREGAME
[ DE PA RT M E N T ]
[ DE PA RT M E N T ]
[ DE PA RT M E N T ]
PRODUCTIVIT Y
TA I L GAT I N G
[ S TOR E / PR I VAT E L A BE L]
[ S TOR E / PR I VAT E L A BE L]
[ S TOR E / PR I VAT E L A BE L]
P R I VAT E L A B E L
P R I VAT E L A B EL
P R I VAT E L A B EL
[ USP]
[ USP]
[ USP]
T H E IN T EGR AT I O N O F E A S T ER N
C L E A N I N G S O LU T I O N S T H AT H AV E
A L L T H E E S SEN T I A L S FO R T H E B I G
M ED I C I N E A N D N AT U R A L R EM ED IE S
T H E S T R EN G T H O F ‘ B A L L S A N D GU T S’
GA M E W H E T H ER YO U ’ R E AT T H E F IEL D
I N T O W E S T E R N P H A R M AC IE S
T O GE T T H E J O B D O N E .
O R WAT C H IN G AT H O M E . 13 |
P H A R M AC EU T I C A L
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[ COU R SE ] PACK AGE DE SIGN 4
VITALITY
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Names of the ingredients in the food that you eat daily were pronounceable?
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[WHAT IF]
[ APPROACH ] Our Walgreens endorsed brand is Elements; the first
category in Elements is grocery. For this section of Elements, we wanted to emphasize having customers know exactly what is in the food they are buying and putting into their bodies. In order to help the consumer do this, we showcased an ingredient in the product or the product itself through the usage of icons or dicuts.
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[ T IT L E ] WALGREENS ELEMENTS
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[ T IT L E ] WALGREENS ELEMENTS
Personal care items were allnatural and eco-friendly?
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[WHAT IF]
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[ I NS T RUC TOR] MICH A EL OSBORNE [ COU R SE ] PACK AGE DE SIGN 4
to target women in their early twenties to late forties and tailored
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[APPROACH] For the personal care section of Elements we choose
this line of personal care items specifically to them. We desired to keep all-natural ingredients in this line, just as we did for the grocery. The continued use of icons through this line of products helps this section of Elements relate to the grocery section. The use of organic shaped bottles creates uniqueness. |
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[ T IT L E ] WALGREENS ELEMENTS
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[ T IT L E ] WALGREENS ELEMENTS
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[ COU R SE ] PACK AGE DE SIGN 4
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[ I NS T RUC TOR] MICH A EL OSBORNE
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[ T IT L E ] WALGREENS ELEMENTS
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Tools were identifiable for those who aren’t accustom to tool etiquette?
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[ K E L S E Y RU BBE L K E ] W H AT I F
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[C AT EGORY ] PACK AGING / IDENTIT Y
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[WHAT IF]
[ APPROACH ] We described our Walgreens endorsed store brand
Elements tool section as humorous, a bit quirky, but still dependable. Names were designated for each tool in this line of products such as: “Widget” for a flashlight. In consideration of our group’s overall eco-friendly goal for Walgreens, we developed minimal packaging for these items created out of recycled cardboard. It requires little to no adhesives in its construction.
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[ COU R SE ] PACK AGE DE SIGN 4
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[ I NS T RUC TOR] MICH A EL OSBORNE
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[ T IT L E ] WALGREENS ELEMENTS
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[ T IT L E ] WALGREENS ELEMENTS
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[ T IT L E ] WALGREENS ELEMENTS
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[ T I T L E ] WA L G R E E N S V I TA L I T Y
Eastern medicine integrated into Western pharmacies?
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[WHAT IF]
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[ I NS T RUC TOR] MICH A EL OSBORNE [ COU R SE ] PACK AGE DE SIGN 4
the nation. It’s prided on its innovation and technological advances.
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[APPROACH] Walgreens pharmacy is one of the longest standing in
We wanted to bring all-naturalness into these products while still keeping Walgreens heritage. After researching this, we decided to integrate the characteristics of Eastern medicine into Walgreens’ pharmaceutical products. Eastern medicine focuses on much more all-natural remedies and less on harsh chemicals. |
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[ T I T L E ] WA L G R E E N S V I TA L I T Y
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[ I NS T RUC TOR] MICH A EL OSBORNE
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[ T I T L E ] WA L G R E E N S V I TA L I T Y
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[ I NS T RUC TOR] MICH A EL OSBORNE
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[ T I T L E ] WA L G R E E N S V I TA L I T Y
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[ T I T L E ] WA L G R E E N S V I TA L I T Y
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The fresh scents from cleaning products came from all-natural ingredients?
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[ K E L S E Y RU BBE L K E ] W H AT I F
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[C AT EGORY ] PACK AGING / IDENTIT Y
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[WHAT IF]
[ APPROACH ] Moxie is one of our private labels for Walgreens.
The word “Moxie” literally means “guts and balls.” We found this meaning to be perfect for Walgreens’s line of productivity items. Consumers want these items to be tough, and rely on those that get the job done. We emphasized the ‘x’ in Moxie to reiterate that “x” marks the sparkling clean spot that you will get from these items.
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[ I NS T RUC TOR] MICH A EL OSBORNE
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[ T IT L E ] WALGREENS MOXIE
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[ COU R SE ] PACK AGE DE SIGN 4
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[ I NS T RUC TOR] MICH A EL OSBORNE
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[ T IT L E ] WALGREENS | MOXIE
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[ T IT L E ] WALGREENS MOXIE
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[ I NS T RUC TOR] MICH A EL OSBORNE
|
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[ T IT L E ] WALGREENS MOXIE
59
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60
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] [ 01] 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
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[ T IT L E ] WALGREENS PREGAME
A brand was specifically geared towards tailgating?
|
[WHAT IF]
|
[ I NS T RUC TOR] MICH A EL OSBORNE [ COU R SE ] PACK AGE DE SIGN 4
near many recreational, high school, collegiate, and professional
|
[ APPROACH ] Our group discovered one could find a Walgreens
sport events. It is one of the “go-to” places to stop before, during, or after a big game. We decided to create our final line of products specifically geared towards this unique set of customers, the sports fans. Pregame “Red Cup Style,” was the result of this endeavor.
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61
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62
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] [ 01] 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
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[ COU R SE ] PACK AGE DE SIGN 4
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[ I NS T RUC TOR] MICH A EL OSBORNE
|
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[ T IT L E ] WALGREENS PREGAME
63
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64
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] [ 01] 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
|
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[ COU R SE ] PACK AGE DE SIGN 4
|
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[ I NS T RUC TOR] MICH A EL OSBORNE
|
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[ T IT L E ] WALGREENS PREGAME
65
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66
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] [ 01] 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
|
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[ COU R SE ] PACK AGE DE SIGN 4
|
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[ I NS T RUC TOR] MICH A EL OSBORNE
|
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[ T IT L E ] WALGREENS PREGAME
67
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68
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] [ 01] 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
|
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[ COU R SE ] PACK AGE DE SIGN 4
|
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[ I NS T RUC TOR] MICH A EL OSBORNE
|
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[ T IT L E ] WALGREENS PREGAME
69
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70
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] [ 01] 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
|
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[ COU R SE ] PACK AGE DE SIGN 4
|
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[ I NS T RUC TOR] MICH A EL OSBORNE
|
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[ T IT L E ] WALGREENS PREGAME
71
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Athletic shoes had an Olympic attitude?
|
[ K E L S E Y RU BBE L K E ] W H AT I F
|
[C AT EGORY ] IDENTIT Y
|
[ N Âş ] 01 [ 0 2 ] 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
|
[WHAT IF]
[ APPROACH ] First, I created a new logo mark that would match
the superior design and heritage of the Asics shoe. I reemphasized the company’s goal to become the number one brand for sports enthusiasts in the world. To do this, I created not only a new logo for the brand, but also supportive secondary elements to make an overall unified design across all mediums.
|
72
[COURSE] IDENTIT Y 2
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[ I NS T RUC TOR] TODD HEDGPE T H
|
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[TITLE] ASICS REBRANDING
73
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74
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[COURSE] IDENTIT Y 2
|
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[ I NS T RUC TOR] TODD HEDGPE T H
|
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[TITLE] ASICS REBRANDING
75
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76
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] IDENTIT Y
| [ N ยบ ] 01 [ 0 2 ] 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
|
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[COURSE] IDENTIT Y 2
|
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[ I NS T RUC TOR] TODD HEDGPE T H
|
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[TITLE] ASICS REBRANDING
77
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78
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79
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80
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81
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82
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83
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84
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] IDENTIT Y
| [ N ยบ ] 01 [ 0 2 ] 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
|
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[COURSE] IDENTIT Y 2
|
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[ I NS T RUC TOR] TODD HEDGPE T H
|
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[TITLE] ASICS REBRANDING
85
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86
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 [ 0 3 ] 0 4 0 5 0 6 0 7 0 8 0 9 10
|
|
| |
[TITLE] ENDANGERED SPECIES
Chocolate could make a difference, and not just with your sweet tooth but on a global scale?
|
[WHAT IF]
|
[ I NS T RUC TOR] CH A MINDRI W IGEM A NNE [ COU R SE ] PACK AGE DE SIGN 1
The Endangered Species Chocolate bar company I chose to re-do for this project is sold at organic or natural food stores, such as Whole Foods. This chocolate bar company is dedicated to the prevention of the extinction of all types of endangered species. I chose to develop one series of chocolate bars focused specifically on endangered animals.
|
[ APPROACH ]
|
87
|
88
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 [ 0 3 ] 0 4 0 5 0 6 0 7 0 8 0 9 10
|
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[ COU R SE ] PACK AGE DE SIGN 1
|
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[ I NS T RUC TOR] CH A MINDRI W IGEM A NNE
|
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[TITLE] ENDANGERED SPECIES
89
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90
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 [ 0 3 ] 0 4 0 5 0 6 0 7 0 8 0 9 10
|
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[ COU R SE ] PACK AGE DE SIGN 1
|
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[ I NS T RUC TOR] CH A MINDRI W IGEM A NNE
|
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[TITLE] ENDANGERED SPECIES
91
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92
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 [ 0 3 ] 0 4 0 5 0 6 0 7 0 8 0 9 10
|
|
[ COU R SE ] PACK AGE DE SIGN 1
|
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[ I NS T RUC TOR] CH A MINDRI W IGEM A NNE
|
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[TITLE] ENDANGERED SPECIES
93
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Everyone’s journeys throughout life followed a similar pattern?
|
[ K E L S E Y RU BBE L K E ] W H AT I F
|
[C AT EGORY ] PRINT / PHOTOGR APH Y
|
[ N º ] 01 0 2 0 3 [ 0 4 ] 0 5 0 6 0 7 0 8 0 9 10
|
[WHAT IF]
[ APPROACH ] For this project we were asked to choose a typeface
and then create promotional material for it. I picked the typeface Requiem. The topic I chose to build all of my promotional material around is an idea that is based in psychology. I focused on an idea from Jungarian theory known as: “The Hero’s Journey.” Lastly, I developed photography around this idea of “The Hero’s Journey,” and titled my project “Into the Abyss.”
|
94
[COURSE] T YPOGRAPHY 4
|
|
[ I NS T RUC TOR] A RIEL GRE Y
|
|
[TITLE] INTO THE ABYSS
95
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96
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / PHOTOGR APH Y
| [ N ยบ ] 01 0 2 0 3 [ 0 4 ] 0 5 0 6 0 7 0 8 0 9 10
|
|
[COURSE] T YPOGRAPHY 4
|
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[ I NS T RUC TOR] A RIEL GRE Y
|
|
[TITLE] INTO THE ABYSS
97
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98
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99
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10 0
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / PHOTOGR APH Y
| [ N ยบ ] 01 0 2 0 3 [ 0 4 ] 0 5 0 6 0 7 0 8 0 9 10
|
|
[COURSE] T YPOGRAPHY 4
|
|
[ I NS T RUC TOR] A RIEL GRE Y
|
|
[TITLE] INTO THE ABYSS
101
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102
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[COURSE] T YPOGRAPHY 4
|
|
[ I NS T RUC TOR] A RIEL GRE Y
|
|
[TITLE] INTO THE ABYSS
10 3
|
|
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10 4
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 [ 0 5 ] 0 6 0 7 0 8 0 9 10
|
|
| |
[ T I T L E ] R O O T S FO O D & M US I C F E S T I VA L
A music festival was dedicated to supporting local farmers?
|
[WHAT IF]
|
[ I NS T RUC TOR] T ROY A L DERS [COURSE] PRINT 2
I was asked to choose a band and then create a festival with a cause. I chose the Zac Brown Band, because they are a group with several ties to food. They have a partnership with Rusty, a chef that travels with the band for “Eat & Greets.� Also, the lead singer Zac is associated with Camp Southern Ground, which he helped partner with local farmers for their produce. This led me to create a festival around food and music.
|
[ APPROACH ]
|
105
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10 6
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 [ 0 5 ] 0 6 0 7 0 8 0 9 10
|
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[COURSE] PRINT 2
|
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[ I NS T RUC TOR] T ROY A L DERS
|
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[ T I T L E ] R O O T S FO O D & M US I C F E S T I VA L
107
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|
10 8
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[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 [ 0 5 ] 0 6 0 7 0 8 0 9 10
|
|
[COURSE] PRINT 2
|
|
[ I NS T RUC TOR] T ROY A L DERS
|
|
[ T I T L E ] R O O T S FO O D & M US I C F E S T I VA L
10 9
|
|
|
11 0
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 [ 0 5 ] 0 6 0 7 0 8 0 9 10
|
|
[COURSE] PRINT 2
|
|
[ I NS T RUC TOR] T ROY A L DERS
|
|
[ T I T L E ] R O O T S FO O D & M US I C F E S T I VA L
111
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|
11 2
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 [ 0 5 ] 0 6 0 7 0 8 0 9 10
|
|
|
11 3
|
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|
|
|
Toms shoe packaging was made from the same materials used to make the shoes themselves?
|
[ K E L S E Y RU BBE L K E ] W H AT I F
|
[C AT EGORY ] PACK AGING
|
[ N ยบ ] 01 0 2 0 3 0 4 0 5 [ 0 6] 0 7 0 8 0 9 10
|
[WHAT IF]
[ APPROACH ] We were asked to pick any shoe brand and create an
environmentally friendly design for promotional packaging to be sent to various celebrities. I chose Toms as my shoe brand because the brand itself is already humanitarian and geared towards efforts that help both people and the planet. I reinvented their packaging by using materials being used in making of the shoes themselves. Some of the materials used are canvas and recyclable cardboard.
|
11 4
[ COU R SE ] PACK AGE DE SIGN 2
|
|
[ I NS T RUC TOR] PAUL K A JI WA DA
|
|
[ T IT L E ] TOMS SHOE PACK AGING
11 5
|
|
|
11 6
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 [ 0 6] 0 7 0 8 0 9 10
|
|
[ COU R SE ] PACK AGE DE SIGN 2
|
|
[ I NS T RUC TOR] PAUL K A JI WA DA
|
|
[ T IT L E ] TOMS SHOE PACK AGING
11 7
|
|
|
11 8
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 [ 0 6] 0 7 0 8 0 9 10
|
|
[ COU R SE ] PACK AGE DE SIGN 2
|
|
[ I NS T RUC TOR] PAUL K A JI WA DA
|
|
[ T IT L E ] TOMS SHOE PACK AGING
11 9
|
|
|
12 0
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 [ 0 6] 0 7 0 8 0 9 10
|
|
[ COU R SE ] PACK AGE DE SIGN 2
|
|
[ I NS T RUC TOR] PAUL K A JI WA DA
|
|
[ T IT L E ] TOMS SHOE PACK AGING
121
|
|
|
12 2
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 [ 0 7 ] 0 8 0 9 10
|
|
| |
[TITLE] NEW ORLEANS KREWES
New Orleans acquired their very own professional baseball team?
|
[WHAT IF]
|
[ I NS T RUC TOR] A NDRE W C A MBOURIS [COURSE] IDENTIT Y 1
12 3 |
this project we were asked to pick any item or service and create a new business identity for them. I chose to create a new baseball team, centrally located in New Orleans, Louisiana. This area of the United States has yet to get its own professional baseball team. I hand lettered the logo name “Krewes,” which references the native tribes from this area.
|
[ APPROACH ] For
|
12 4
|
|
|
|
|
[COURSE] IDENTIT Y 1
|
|
[ I NS T RUC TOR] A NDRE W C A MBOURIS
|
|
[TITLE] NEW ORLEANS KREWES
12 5
|
|
|
12 6
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 [ 0 7 ] 0 8 0 9 10
|
|
[COURSE] IDENTIT Y 1
|
|
[ I NS T RUC TOR] A NDRE W C A MBOURIS
|
|
[TITLE] NEW ORLEANS KREWES
12 7
|
|
|
12 8
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 [ 0 7 ] 0 8 0 9 10
|
|
[COURSE] IDENTIT Y 1
|
|
[ I NS T RUC TOR] A NDRE W C A MBOURIS
|
|
[TITLE] NEW ORLEANS KREWES
12 9
|
|
|
13 0
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 [ 0 7 ] 0 8 0 9 10
|
|
[COURSE] IDENTIT Y 1
|
|
[ I NS T RUC TOR] A NDRE W C A MBOURIS
|
|
[TITLE] NEW ORLEANS KREWES
131
|
|
|
13 2
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 [ 0 7 ] 0 8 0 9 10
|
|
[COURSE] IDENTIT Y 1
|
|
[ I NS T RUC TOR] A NDRE W C A MBOURIS
|
|
[TITLE] NEW ORLEANS KREWES
13 3
|
|
|
13 4
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 [ 0 8 ] 0 9 10
|
|
| |
[TITLE] HEROES VS. VILLAINS
A Heroes vs. Villains version of the board game Life?
|
[WHAT IF]
|
[ I NS T RUC TOR] CHRIS T INE GEORGE |
[ COU R SE ] PACK AGE DE SIGN 3
13 5 |
For this project we were asked to create a board game based off an existing game. I created “Heroes vs. Villains” as a new version of the game Life. In this version of Life players must play through the game to determine whether or not their character will be good or evil. Just as in the original game of Life, characters will acquire different things on their journey: they get powers instead of a job, they get sidekicks instead of getting married, and they get automobiles instead of a house. [ APPROACH ]
|
13 6
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [ C AT E G ORY ] D I G I TA L M E D I A
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 [ 0 7 ] 0 8 0 9 10
|
|
[ COU R SE ] PACK AGE DE SIGN 3
|
|
[ I NS T RUC TOR] CHRIS T INE GEORGE
|
|
[TITLE] HEROES VS. VILLAINS
13 7
|
|
|
13 8
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 [ 0 8 ] 0 9 10
|
|
[ COU R SE ] PACK AGE DE SIGN 3
|
|
[ I NS T RUC TOR] CHRIS T INE GEORGE
|
|
[TITLE] HEROES VS. VILLAINS
13 9
|
|
|
14 0
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 [ 0 8 ] 0 9 10
|
|
[ COU R SE ] PACK AGE DE SIGN 3
|
|
[ I NS T RUC TOR] CHRIS T INE GEORGE
|
|
[TITLE] HEROES VS. VILLAINS
141
|
|
|
14 2
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 [ 0 8 ] 0 9 10
|
|
[ COU R SE ] PACK AGE DE SIGN 3
|
|
[ I NS T RUC TOR] CHRIS T INE GEORGE
|
|
[TITLE] HEROES VS. VILLAINS
14 3
|
|
|
14 4
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / PHOTOGR APH Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 [ 0 9 ] 10
|
|
| |
[TITLE] BARTENURA WINE
You could evoke European flare in a bottle of wine?
|
[WHAT IF]
|
[ I NS T RUC TOR] CHRIS T INE GEORGE [ COU R SE ] PACK AGE DE SIGN 3
beverage and create the packaging for it. I chose Bartenura wines.
|
[ APPROACH ] For this project we were asked to choose an alcohol
First, I created a single logo to use across all varietals versus the current numerous logos that exist across all the wines with in this brand. In order to give an individual presence to each varietal, I created several patterns to distinguish one from one another.
|
14 5
|
14 6
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / PHOTOGR APH Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 [ 0 9 ] 10
|
|
[ COU R SE ] PACK AGE DE SIGN 3
|
|
[ I NS T RUC TOR] CHRIS T INE GEORGE
|
|
[TITLE] BARTENURA WINE
147
|
|
|
14 8
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PRINT / PHOTOGR APH Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 [ 0 9 ] 10
|
|
[ COU R SE ] PACK AGE DE SIGN 3
|
|
[ I NS T RUC TOR] CHRIS T INE GEORGE
|
|
[TITLE] BARTENURA WINE
149
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|
|
[WHAT IF]
|
[ K E L S E Y RU BBE L K E ] W H AT I F
|
[C AT EGORY ] PACK AGING / IDENTIT Y
|
[ N º ] 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 [10 ]
|
I had a logo medley?
|
15 0
The logos that follow I created during my last four years at the Academy of Art University in San Francisco. Most of these logos have been already shown in the project section from which they came. There are a few extras included from projects that didn’t make this book. I hope that you enjoy them as much as I enjoyed creating them. [ APPROACH ]
[COURSE] SEVERAL
|
|
[ I NS T RUC TOR] SE V ER A L
|
|
[TITLE] LOGO MEDLEY
151
|
|
|
15 2
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 [10 ]
|
|
[COURSE] SEVERAL
|
|
[ I NS T RUC TOR] SE V ER A L
|
|
[TITLE] LOGO MEDLEY
15 3
|
|
|
15 4
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 [10 ]
|
|
[COURSE] SEVERAL
|
|
[ I NS T RUC TOR] SE V ER A L
|
|
[TITLE] LOGO MEDLEY
15 5
|
|
|
15 6
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 [10 ]
|
|
[COURSE] SEVERAL
|
|
[ I NS T RUC TOR] SE V ER A L
|
|
[TITLE] LOGO MEDLEY
15 7
|
|
|
15 8
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
Bartenura
| [ N ยบ ] [ 01] 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 10
|
|
[COURSE] SEVERAL
|
|
[ I NS T RUC TOR] SE V ER A L
|
|
[TITLE] LOGO MEDLEY
Bartenura
15 9
|
|
|
16 0
|
[ K E L S E Y RU BBE L K E ] W H AT I F
| [C AT EGORY ] PACK AGING / IDENTIT Y
| [ N ยบ ] 01 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 [10 ]
|
|
[COURSE] SEVERAL
|
|
[ I NS T RUC TOR] SE V ER A L
|
|
[TITLE] LOGO MEDLEY
161
|
|
| |
[ K E L S E Y RU BBE L K E ] W H AT I F
|
[C AT EGORY ] THANK YOUS
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[ T H E PA R E N T S ] PA U L R U B B E L K E DAW N RU B B E L K E [ T H E BROT H E R] JORDAN RUBBELKE [THE DOG] DIAMOND [T HE GR A NDM A S] LOIS WHITE ROSE RUBBELKE [ T H E B OY F R I E N D ] ROBERT MCCOVINS IV [ T H E FA M I LY ] KAREN WHITE JULIE GEISSMAN ROBIN WHITE K AT H L E E N W H I T E MARCY BECK PA U L B E C K SARAH WHITE JOSH BECK JARED BECK E M I LY W H I T E GR ACE GEISSMAN-WHITE M AYA G E I S S M A N - W H I T E GLORIA BECK JARRET T PESKEY ROBERT E. WHITE CAROL RUBBELKE W AY N E R U B B E L K E FAY E R U B B E L K E JOAN NELSON D AV E N E L S O N ROSS RUBBELKE BETH RUBBELKE CLAIRE RUBBELKE KEVIN RUBBELKE MARY BETH SCHIELE C LY D E S C H I E L E BILL RUBBELKE AMBER JOHNSTON R YA N J O H N S T O N JODI RUBBEL K E-JOHNS ON S H AW N J O H N S T O N JOHN RUBBELKE B R I T TA N Y J O H N S T O N COREY SCHIELE BRANDON JOHNSON CARLEY SCHIELE
K AY L E S C H I E L E AARON JOHNSON T H E C A L I F O R N I A FA M I LY OF JULIE GEISSMAN ( A N G , G I G I , D I A N E , K AT H Y, ANGEL A, CHERINE, ADAM, G L O R Y, M I K E , S T E V E , J O H N AT H A N ) [ T H E PI A NO T E AC H E R] DOROTHY LIPP [ T H E N O R T H D A K O TA N S ] C H R I S T I N A LY N C H JARED FR ANCIS K AT H E R I N E B E R G SARAH MAGNUSON C A R LY A N D E R S O N R O B E R T S MICHELLE ZUCH RHODA MCL AIN R YA N F R U E H BELINDA ZABK A M O L LY K V I G N E DEVIN BELL SARA FIFIELD ANDERSON K AT I E D O N A L D JESSICA DONAMARIA S T E FA N I E E N G S T R O M P E S K E Y & FA H E Y FA M I L I E S F R U E H FA M I LY LY N C H FA M I LY B E R G FA M I LY [ T H E AC A DE M Y C R E W ] LISA HEGNER TINA CHRISTIANSON BENJAMIN CR AIG S H I FA L LY R AT TA N ANGELICA SOSA ALEXA TRITT D A N I E L L E G R AY MAURI ADKINS J AY R A D A N E T DANIELLE MUNOZ ALICIA ELEANOR B R U C E S U L L I VA N C A R L A C R AW L E Y ZACH SAINZ [ T H E C OBBE R S ] KRISTY WILLIAMS KALLI SWEDIN K AT I E R I M M E R E I D LEAH ANDERSON
MARY ANDERSON MELISSA EBEL KYLIE KUNKEL TA R Y N B R O W N ANGELIQUE GROSS KARIN BROWN LY N L E E E S P E S E T H [ T H E DE SIGN PE E R S ] ERI S. NAKAMURA MIKE GUTIERREZ MADALINE ROGUSHK A M E L I S S A K E L LY CEDRIK FERRAR AMANDA PEREZ AMANDA SMITH MANDY JENSON BROOKE CRANE COURTNEY STOWELL FRED CARRIDO SHIRLEY WU NOAH CHARNOW STEPHANIE HUDSON BLAKE DEHART COUNTLESS OTHERS [ T H E F I R S T T E AC H E R] MS. SHAR [ DE SIGN T E AC H E R S ] MARCO KUNARDI AMY BROADBENT DORIS HARRISON D AV I D H A K E MICHAEL KILGORE CHAMINDRI WIJEMANNE A N D R E A P I M E N TA L ANDREW CAMBOURIS CAROLINA DE BARTOLO PA U L K A G I W A D A JENNY JI TROY ALDERS TODD HEDGPETH CHRISTINE GEORGE JOHN DOBSON ARIEL GREY MICHAEL OSBORNE ROL AND YOUNG MARY SCOT T
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