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Fd Freddy Design
CALL ME FRED Kevin McDonald is a graphic designer based in Northeast Florida. He has delivered high impact projects in a variety of design media, including: web, mobile web, print, packaging, and brand development. Some projects were executed in collaboration with account management and creative teams, but he works equally well as a solo designer. Outside of graphic design, Kevin indulges in disparate hobbies that inform his design sensibilities including photography, videography automobile customizations (almost a gear head) and travel. Why the name Freddy Design? Nobody knows for sure. Kevin’s dad started calling him Freddy when he was a toddler, but even he can’t explain why. But in an extended family that includes four Kevin’s, calling one of them Freddy helped set this one apart, and that’s precisely what this Kevin does with his graphic design.
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make six-minute eggs: ยบS immer gently, run under cold water until cool, then peel. ยบ Serve over steamed asparagus.
7 make pesto:
RackFocus
TROY & SONS Troy and Sons is an Asheville based small-batch distillery producing limited production whiskeys. The young company prides itself on once lost traditional recipes brewed and distilled with the highest quality ingredients. Troy and Sons is a family business that is methodically expanding their distribution from nearby Southeastern states to the rest of the United States, and eventually, beyond. The objective of this project was to create a fresh new brand image that promoted Troy and Sons marriage of tradition with the creativity that small-batch distilling permits. Brand awareness was boosted by coordinating design between labeling and gift merchandise. Design Includes: Brand identity Packaging design
HEXCHEK HexChek is a designed, but not yet coded and built, smart phone app that acts as a personal assistant for the user. The app builds a system of reminders around individual work and personal routines and takes into account activities and commitments that are scheduled on standard calendar applications such as Google Calendar or Outlook. The objective of this project was to build a useful app that broke free of the traditional grid design of calendars, and other scheduling resources, by creating a quick and intuitive reference to daily tasks. Designs Include: Logo App layout Icon design
PERRIER Perrier is a well established, 150 year-old brand. Most of us grew up with green bottles of Perrier sparkling water gracing the shelves of grocery store beverage aisles. But for their 150th anniversary, Perrier wanted to create some buzz with new packaging by adding a new ‘slim’ can to their product line. The objective of this project was to capitalize on the new slim can product and reach out to younger consumers through social media campaigns using Vine, Facebook, and You Tube. Each week a new commercial was produced by Perrier based on a competition. Young consumers submitted Vine videos that answered the question: ‘How does the Perrier slim can fit into your life?’ To increase awareness of the contest, small interactive displays were placed in shopping malls and other high traffic areas, that displayed live feeds of the Vine video submissions. Commercials, based on winning videos, were released by Perrier through the You Tube ad platform; all videos were also archived on the Perrier You Tube channel. Designs Include: Campaign concept Sample video commercial
Videos
Videos of Perrier
Videos
THE GROVE PARK The Grove Park Inn first opened its doors to the public in 1913 and presented itself as a luxury hotel and golf resort. Nestled in the North Carolina Mountains with a view overlooking downtown Asheville, the Grove Park has a rich history of hosting Presidents, famous entertainers and wealthy travelers for over 100 years. More recently, the hotel has added day spa facilities and has begun marketing the resort to a wider audience. The Grove Park was recently purchased by Omni Hotels and Resorts, which will significantly increase the marketing budget of the hotel. The objective of this project update the brand giving the Grove Park Inn a fresh identity while preserving elements of the brand’s rich history and tradition. Designs Include: Brand identity Environmental graphics Packaging design
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CITY COFFEE CO. City Coffee is a local coffee shop located just outside the historic district of the nation’s oldest city, St. Augustine. The coffee shop caters to locals, but also promotes itself to the many visitors and tourists that spend time in St. Augustine. New ownership in 2012 brought a rededicated commitment to locally roasted coffee and locally produced foods. The objective of this project was to give an ageing website a much needed facelift and give website visitors better access to information such as location, hours, specials, and menu, as well better promote the relaxed. experience of patronizing City Coffee. Designs Include: Website layout Graphics
101 MEALS POSTER 101 Meals was a poster, with a 1950’s sensibility , that included 101 recipes that could be quickly prepared in any kitchen. The objective of this project was to create a quick reference for easily preparing meals that would also double as art, and fit comfortably into the dÊcor of a retro styled kitchen. Designs Include: Poster content layout Graphic elements
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Combine canned tuna in olive oil, halved grape tomatoes, black olives, mint, lemon zest and red pepper flakes. Serve with pasta, thinning with olive oil or pasta cooking water as needed. ◘
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Pit and chop a cup or more of mixed olives. Combine with olive oil, a little minced garlic, red pepper flakes and chopped basil or parsley. Serve over pasta. ◘
make six-minute eggs: º Simmer gently, run under cold water until cool, then peel. º Serve over steamed asparagus. ◘
7 make pesto: º Put a couple of cups of basil leaves, a garlic clove, salt, pepper and olive oil as necessary in a blender. º Serve over pasta (dilute with oil or water as necessary) or grilled fish or meat. ◘
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world’s leading sandwich: º Prosciutto º Tomato º Butter or olive oil º A baguette ◘
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Chinese tomato and eggs: º Cook minced garlic in peanut oil until blond; º add chopped tomatoes then, a minute later, beaten eggs, along with salt and pepper. º Scramble with a little soy sauce. ◘
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the waldorf: º Toast a handful of walnuts in a skillet. º Chop an apple or pear; toss with greens, walnuts and a dressing made with olive oil, sherry vinegar, Dijon mustard and shallot. º Top, if you like, with crumbled goat or blue cheese. ◘
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the new york supper: º Bagels, cream cheese, smoked salmon. º Serve with tomatoes, watercress or arugula, and sliced red onion or shallot. ◘
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13 gazpacho: º Combine one pound tomatoes cut into chunks, a cucumber peeled and cut into chunks, two or three slices stale bread torn into pieces, a quarter-cup olive oil, two tablespoons sherry vinegar and a clove of garlic in a blender with one cup water and a couple of ice cubes. º Process until smooth, adding water if necessary. º Season with salt and pepper, then serve or refrigerate, garnished with anchovies if you like, and a little more olive oil. ◘
call it panini: º Grilled cheese with prosciutto, tomatoes, thyme or basil leaves. ◘
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near instant mezze: º Combine hummus on a plate with yogurt laced with chopped cucumbers and a bit of garlic, º Add tomato º feta º white beans with olive oil º pita bread ◘
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Put a stick of butter and a handful of pine nuts in a skillet. Cook over medium heat until both are brown. Toss with cooked pasta, grated Parmesan and black pepper. ◘
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Pan-grill a skirt steak for three or four minutes a side. Sprinkle with salt and pepper, slice and serve over romaine or any other green salad, drizzled with olive oil and lemon. ◘
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Put a tablespoon of cream and a slice of tomato in each of several small ramekins. Top with an egg, then salt, pepper and grated Parmesan. Bake at 350 degrees until the eggs set. Serve with toast. ◘
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Smear mackerel fillets with mustard, then sprinkle with chopped herbs (fresh tarragon is good), salt, pepper and bread crumbs. Bake in a 425-degree oven for about eight minutes. ◘
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Brown small pork (or hot dog) chunks in a skillet. Add white beans, garlic, thyme and olive oil. Or add white beans and ketchup. ◘
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Warm olive oil in a skillet with at least three cloves sliced garlic. When the garlic colors, add at least a teaspoon each of cumin and pimentón. A minute later, add a dozen or so shrimp, salt and pepper. Garnish with parsley, serve with lemon and bread. ◘
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Dredge skate or flounder in flour and brown quickly in butter or oil. Deglaze pan with a couple of spoonfuls of capers and a lot of lemon juice or a little vinegar. ◘
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Cut the top off four big tomatoes; scoop out the interiors and mix them with toasted stale baguette or pita, olive oil, salt, pepper and herbs (basil, tarragon, and/or parsley). Stuff into tomatoes and serve with salad.◘
Make a fast tomato sauce of olive oil, chopped tomatoes and garlic. Poach eggs in the sauce, then top with Parmesan. ◘
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Dredge calf’s liver in flour. Sear in olive oil or butter or a combination until crisp on both sides, adding salt and pepper as it cooks; it should be medium-rare. Garnish with parsley and lemon juice. ◘
Put a few dozen washed littlenecks in a large, hot skillet with olive oil. When clams begin to open, add a tablespoon or two of chopped garlic. When most or all are opened, add parsley. Serve alone, with bread or over angel-hair pasta. ◘
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miso steak: º Coat beef tenderloin steaks (filet mignon) with a blend of miso and chili paste thinned with sake or white wine. º Grill or broil about five minutes. ◘
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upscale tuna salad: º good canned tuna (packed in olive oil), capers, dill or parsley, lemon juice but no mayo. º Use to stuff a tomato or two. ◘
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pasta with fresh tomatoes: º Cook chopped fresh tomatoes in butter or oil with garlic until tender, while pasta cooks. º Combine and serve with grated Parmesan. ◘
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egg in a hole, glorified: º Tear a hole in a piece of bread and fry in butter. º Crack an egg into the hole. º Deglaze pan with a little sherry vinegar mixed with water, and more butter; pour over egg. ◘
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Quesadilla: º Use a combination of cheeses, like Fontina mixed with grated pecorino. º Put on half of a large flour tortilla with pickled jalapenos, chopped onion, shallot or scallion, chopped tomatoes and grated radish. º Fold tortilla over and brown on both sides in butter or oil, until cheese is melted. ◘
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Quesadilla: º Use a combination of cheeses, like Fontina mixed with grated pecorino. º Put on half of a large flour tortilla with pickled jalapenos, chopped onion, shallot or scallion, chopped tomatoes and grated radish. º Fold tortilla over and brown on both sides in butter or oil, until cheese is melted. ◘
fast chile rellenos: º Drain canned whole green chilies. º Make a slit in each and insert a piece of cheese. º Dredge in flour and fry in a skillet, slit side up, until cheese melts. ◘
cobb-ish salad: º Chop bacon and begin to brown it º cut boneless chicken into strips and cook it with bacon. º Toss romaine and watercress or arugula with chopped tomatoes, avocado, onion and crumbled blue cheese. º Add bacon and chicken. Dress with oil and vinegar. ◘
rich vegetable soup: º Cook asparagus tips and peeled stalks or most any other green vegetable in chicken stock with a little tarragon until tender º reserve a few tips and purée the rest with a little butter adding enough stock to thin the purée. º Garnish with the reserved tips. º Serve hot or cold. ◘
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not-quite merguez: º Ground lamb burgers seasoned with cumin, garlic, onion, salt and cayenne. º Serve with couscous and green salad, along with bottled harissa. ◘
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Pasta frittata: º Turn cooked pasta and a little garlic into an oiled or buttered skillet. º Brown, pressing to create a cake. º Flip, then top with three or four beaten eggs and loads of Parmesan. º Brown other side and serve. ◘
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thai-style beef: º Thinly slice one and a half pounds of flank steak, pork shoulder or boneless chicken; heat peanut oil in a skillet, add meat and stir. º A minute later, add a tablespoon minced garlic and red chili flakes. º Add 30 clean basil leaves, a quarter cup of water and a tablespoon or two of soy sauce or nam pla. º Serve with lime juice and more chili flakes, over rice or salad. ◘
ketchup-braised tofu: º Dredge large tofu cubes in flour. º Brown in oil; remove from skillet and wipe skillet clean. º Add a little more oil, then a tablespoon minced garlic º 30 seconds later, add one and a half cups ketchup and the tofu. º Cook until sauce bubbles and tofu is hot. ◘
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Cut up Italian sausage into chunks and brown in a little olive oil until just about done. Dump in a lot of seedless grapes and, if you like, a little slivered garlic and chopped rosemary. Cook, stirring, until the grapes are hot. Serve with bread. ◘
Rub flank steak or chuck with curry or chili powder before broiling or grilling, then slice thin across the grain. ◘
Soak couscous in boiling water to cover until tender; top with sardines, tomatoes, parsley, olive oil and black pepper. ◘
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Dip pork cutlets in egg, then dredge heavily in panko; brown quickly on both sides. Serve over lettuce, with fresh lemon, or bottled Japanese curry sauce. ◘
Cook chicken livers in butter or oil with garlic; do not overcook. Finish with parsley, lemon juice and coarse salt; serve over toast. ◘
Stir-fry a pound or so of ground meat or chopped fish mixed with chopped onions and seasoned with cumin or chili powder. Pile into taco shells or soft tacos, along with tomato, lettuce, canned beans, onion, cilantro and sour cream. ◘
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Cut eggplant into half-inch slices. Broil with lots of olive oil, turning once, until tender and browned. Top with crumbled goat or feta cheese and broil another 20 seconds. ◘
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While pasta cooks, combine a couple cups chopped tomatoes, a teaspoon or more minced garlic, olive oil and 20 to 30 basil leaves. Toss with pasta, salt, pepper and Parmesan. ◘
60 Peel and thinly slice raw beets; cook in butter until soft. Take out of pan and quickly cook some shrimp in same pan. Deglaze pan with sherry vinegar, adding sauce to beets and shrimp. Garnish with dill. ◘
Cook chopped tomatillos with a little water or stock, cilantro and a little minced fresh chili; serve over grilled, broiled or sautéed chicken breasts, with corn tortillas. ◘
Smoked trout fillets served with lightly toasted almonds, shredded fennel, a drizzle of olive oil and a sprinkle of lemon.◘
Grated carrots topped with six-minute eggs (run under cold water until cool before peeling), olive oil and lemon juice.◘
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Poach shrimp and plunge into ice water. Serve with cocktail sauce: one cup ketchup, one tablespoon vinegar, three tablespoons melted butter and lots of horseradish. ◘
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Southeast Asia steak salad: Pan- or oven-grill skirt or flank steak. Slice and serve on a pile of greens with a sauce of one tablespoon each of nam pla and lime juice, black pepper, a teaspoon each of sugar and garlic, crushed red chili flakes and Thai basil. ◘
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Rub not-too-thick pork or lamb chops with olive oil; sprinkle with salt and pepper plus sage or thyme. Broil about three minutes a side and drizzle with good balsamic vinegar. ◘
º Boil a lobster. º Serve with lemon or melted butter. ◘
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Make wraps of tuna Warm white beans A drizzle of olive oil Lettuce Tomato. ◘
º Sauté shredded zucchini in olive oil º Adding garlic and chopped herbs º Serve over pasta. ◘
º Broil a few slices prosciutto until crisp º Crumble and toss with parsley, parmesan, olive oil and pasta. ◘
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so-called fettuccine alfredo: º Heat several tablespoons of butter and about half a cup of cream in a large skillet just until the cream starts to simmer. º Add slightly undercooked fresh pasta to the skillet, along with plenty of grated Parmesan. º Cook over low heat, tossing, until pasta is tender and hot. ʋ
near instant mezze: º Combine hummus on a plate with yogurt laced with chopped cucumbers and a bit of garlic, º Add tomato º feta º white beans with olive oil º pita bread ʋ
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New Joe’s Special, from San Francisco: Brown ground meat with minced garlic and chopped onion. When just about cooked, add chopped spinach and cook, stirring, until wilted. At the last minute, stir in two eggs, along with grated Parmesan and salt and pepper. ʋ
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Put a few dozen washed littlenecks in a large, hot skillet with olive oil. When clams begin to open, add a tablespoon or two of chopped garlic. When most or all are opened, add parsley. Serve alone, with bread or over angel-hair pasta. ʋ
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and pepper, slice and serve over romaine or any other green salad, drizzled with olive oil and lemon. ʋ
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Chop prosciutto and crisp it in a skillet with olive oil; add chopped Put a few slices of chopped prosciutto in a skillet with olive oil, a not-too-ripe figs. Serve over greens dressed with oil and vinegar; top couple of cloves of crushed garlic and a bit of butter; a minute later, all with crumbled blue cheese. ʋ toss in about half a cup bread crumbs and red chili flakes to taste. Serve over pasta with chopped parsley. ʋ Put a tablespoon of cream and a slice of tomato in each of several world’s leading sandwich: Pan-grill a skirt steak for three or four minutes a side. Sprinkle with salt
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Prosciutto Tomato Butter or olive oil A baguette ʋ
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Smear mackerel fillets with mustard, then sprinkle with chopped herbs the waldorf: (fresh tarragon is good), salt, pepper and bread crumbs. Bake in a º Toast a handful of walnuts in a skillet. oven for about eight minutes. ʋ º Chop an apple or pear; toss with greens, walnuts and a dressing Slice or chop salami, corned beef or kielbasa and warm in 425-degree a little oil; made with olive oil, sherry vinegar, Dijon mustard and shallot. stirwith in crumbled eggs and scramble. with mustard and rye bread. ʋ º Top, if you like, goat or blue cheese. Serve ʋ
miso steak: º Coat beef tenderloin steaks (filet mignon) with a blend of miso and chili paste thinned with sake or white wine. º Grill or broil about five minutes. ʋ
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rich vegetable soup: º Cook asparagus and peeled stalks or mostinto any other green Cuttips eight sea scallops four horizontal slices vegetable in chicken stock with a little tarragon until tender plates. Sprinkle with lime juice, salt and crushed º reserve a few tips and purée the rest with a little butter adding enough stock to thin the ʋ purée. minutes. º Garnish with the reserved tips. º Serve hot or cold. ʋ
not-quite merguez: º Ground lamb burgers seasoned with cumin, garlic, onion, salt and cayenne. º Serve with couscous and green salad, along with bottled harissa. ʋ
small ramekins. Top with an egg, then salt, pepper and grated Parmesan. Bake at 350 degrees until the eggs set. Serve with toast. ʋ
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Dredge skate or flounder in flour and brown quickly in butter or oil. Deglaze pan with a couple of spoonfuls of capers and a lot of lemon juice or a little vinegar. ʋ
Put a large can of chickpeas and their liquid in a medium saucepan. Add some sherry, along with olive oil, plenty of minced garlic, smoked pimentón and chopped Spanish chorizo. Heat through. ʋ
Cut up Italian sausage into chunks and brown in a little olive oil until just about done. Dump in a lot of seedless grapes and, if you like, a little slivered garlic and chopped rosemary. Cook, stirring, until the grapes are hot. Serve with bread. ʋ
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Rub flank steak or chuck with curry or chili powder before broiling or
grilling,on then slice thin across the grain. ʋ each. Arrange chilies; serve after five
Soak couscous in boiling water to cover until tender; top with sardines, tomatoes, parsley, olive oil and black pepper. ʋ
Open a can of white beans and combine with olive oil, salt, small or chopped shrimp, minced garlic and thyme leaves in a pan. Cook,
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smallcloves pork (or hot chunks a skillet. Add whitegrate beans, Sauté 10 whole peeledBrown garlic indog) olive oil.in Meanwhile, garlic, thyme and olive oil. Or add white beans and ketchup. ʋ Pecorino, grind lots of black pepper, chop parsley and cook pasta. Toss all together, along with crushed dried chili flakes and salt. ʋ
Warm olive oil in a skillet with at least three cloves sliced garlic. When the garlic colors, add at least a teaspoon each of cumin and pimentón. A minute later, add a dozen or so shrimp, salt and pepper. Garnish with parsley, serve with lemon and bread. ʋ
Toss a cup of chopped mixed herbs with a few tablespoons of olive oil in a hot pan. Serve over angel-hair pasta, diluting the sauce if necessary with pasta cooking water. ʋ
pasta with fresh tomatoes: º Cook chopped fresh tomatoes in butter or oil with garlic until tender, while pasta cooks. º Combine and serve with grated Parmesan. ʋ
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Put a stick of butter and a handful of pine nuts in a skillet. Cook over medium heat until both are brown. Toss with cooked pasta, grated Parmesan and black pepper. ʋ
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Make a fast tomato sauce of olive oil, chopped tomatoes and garlic. Poach eggs in the sauce, then top with Parmesan. ʋ
Dip pork cutlets in egg, then dredge heavily in panko; brown quickly on
sides. Serve lettuce, lemon, or bottled Japanese Season boneless lambboth steaks cut over from thewith legfresh with sweet curry curry sauce. ʋ powder. Sear on both sides. Serve over greens, with lemon wedges. ʋ
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Cook chicken livers in butter or oil with garlic; do not overcook. Finish with parsley, lemon juice and coarse salt; serve over toast. ʋ
Not exactly banh mi, but... Make sandwiches on crisp bread with liverwurst, ham, sliced half-sours, shredded carrots, cilantro sprigs and
RACKFOCUS RackFocus is a fictional magazine that is geared toward home videographers and hobbyists that are looking for better quality video on a budget. Rackfocus is a great source for learning about affordable technology that will take video shooting and production to another level. Each issue also includes tips and tricks that will help any videographer – amateur or pro – get better results from the equipment and software they already own. The objective of this project was to create a tablet-based magazine that was easy for readers to navigate, visually stimulating, and a simple source for information of interest to the target audience. A parallel design objective was to create a ‘content management’ footprint for the publisher, allowing future magazine issues to be created by simply swapping graphics and text. Designs Include: Page layout Masthead design Publication and issue navigation
RackFocus
FLOTRAK FloTrak was a rebrand and design of the current SunRail service. SunRail is a train service that currently runs in between Deltona and Orlando, Florida and is operated under the Florida Department of transportation. The program aims to reduce fuel consumption, relieve the pressure of traffic in the state of Florida, and save consumers money. The objective of this project was to contribute to a collaborative effort to create public awareness about alternative forms of transportation. This campaign was designed to target tourists traveling to the state of Florida for vacation. Design Responsibilities: Campaign strategy Art Execution
AUTISM SPEAKS Founded in 2005, Autism Speaks is a non-profit organization that works to educate U. S. families about the importance of early detection and therapeutic options for managing and treating autism. Education is delivered through sponsorship of events like walks, concerts, and workshops. The objective of this project was to create ads that would increase awareness of the autism advocacy performed by Autism Speaks, particularly with the families of young children at risk for autism. Designs Include: Ad layout Ad campaign concept
CONFLUENCY SOLUTIONS Confluency Solutions is a small agency specializing in delivering digital marketing solutions to independent insurance agencies across the U. S. Confluency’s services include website design and hosting, social media marketing, email marketing, reputation management, SEO, and marketing consulting. Founded in 2004, the company recently expanded their services to include email marketing and reputation management. The objective of this project was to relaunch the Confluency brand and draw attention to broader and more inclusive marketing solutions rather than just promote individual services. Designs Include: Brand identity Website redesign Icon design
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Fd Freddy Design