Working for Peanuts. Tufts University. 2011-2016. Lee Allen Kreindel / DESIGNER

Tufts University 2011-2016

Lee Allen Kreindel / DESIGNER

Colleges and universities face the ongoing challenges of maintaining academic vitality, sustainability, and advancement.

This drives brand expression.

An institution’s visual communications and marketing must keep pace. It becomes critical when due to delay, it is forced to play catch-up.

In 2011, this was the case with Tufts.

Over a five-year period between 2011 and 2016, I directed, created, and collaborated with colleagues and talented creative partners to reinterpret and craft a revitalized university-wide visual identity and approach to visual communications. Now in the hands of others, this work continues to evolve.

Accomplishments at Tufts University

Art direction and design of long lasting brand solutions from revitalizing the Tufts University visual identity standards, developing visual systems for digital properties, to creating design systems for much needed improved campus wayfinding Creation of myriad visual design solutions for Tufts’ schools, centers, institutes, departments, and programs Evaluation of existing creative resources, sourcing, and the introduction of new creative talent to Tufts that delivered value and design excellence Creative direction and design of sub- and co-branding for high-profile initiatives including the ChildObesity180, Tufts Institute of the Environment, HealthyTufts and Jonathan M. Tisch College of Civic Life

Collaboration and visual design advocacy within large teams on projects including; tufts.edu, Tufts Student Information System, and building identification and wayfinding projects Forged relationships and brought together colleagues and clients from many corners of the university Cultivation of a Tufts-wide design community Working with and mentoring less experienced marketing communications colleagues in Tufts schools and departments Accumulated institutional knowledge, brand stewardship and creative direction and design of 300+ projects

Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

UNIVERSITY-WIDE BRANDING / ASSESSMENT / DESIGN SYSTEMS / GUIDANCE / PL ANNING & STRATEGY

Brand Ecosystem Diagram

Assessment Plan

Web Properties Hierarchy

Go from projects to descriptions and back by using the arrows.

01 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

UNIVERSITY-WIDE BRANDING / DESIGN SYSTEMS / GUIDANCE / VISUAL IDENTIT Y

Visual Identity Standards

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Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

UNIVERSITY-WIDE BRANDING / DESIGN SYSTEMS / UI / VISUAL IDENTIT Y / WEBSITE STANDARDIZATION

Standardized Lock-ups – Schools, Centers, Institutes, and Divisions

Standardized Lock-ups – Departments and Programs Identification

Standardized Lock-ups – Websites Secondary Pages

Home Page

University Relations

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Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

WEBSITE STANDARDIZATION / DESIGN SYSTEMS / UI / VISUAL IDENTIT Y

Updated and Standardized Pattern Library

Standard header for all Tufts web properties

Mobile view

Site Name Two-line Maximum

Site Name Two-line Maximum

Standard deep footer

Mobile

LINK

NAVIGATE

CONTACT

Calendar

About

Events

News

School Name Address State, Zip Code, USA

Directions

Admissions

General Contacts

Academics

Tufts Web Mail

Students

White Pages

Alumni

000.000.0000 @tufts.edu

Continuing Ed

CONNECT LINK Copyright © 0000 Tufts University

NAVIGATE CONTACT CONNECT

Copyright © 0000 Tufts University

Standard shallow footer

School Name Address State, Zip Code, USA

000.000.0000 @tufts.edu

Copyright © 0000 Tufts University

LINK Calendar

Mobile

Events Directions General Contacts Tufts Web Mail White Pages

Simplified search School Name Address State, Zip Code, USA 000.000.0000 @tufts.edu Copyright © 0000 Tufts University

NAVIGATE About News Admissions Academics Students Alumni Continuing Ed CONTACT

Site Login

School Name Address State, Zip Code, USA

1.

Universal login page

2.

xyz123

xyz123

password

•••••••••••

000.000.0000 @tufts.edu

CONNECT

Copyright © 0000 Tufts University

02 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

TUFTS.EDU REDESIGN / BRANDING / DESIGN DIRECTION / VISUAL REFINEMENT / UX

Content features reinforce Tufts Strategic Plan Themes

Tufts Alumni “With more than 1,200 international students, 546 international faculty and scholars, and 5,820 alumni who live outside the United States, Tufts has long considered itself a global university. We have demonstrated commitment to global relations and international research to address global challenges, and we have distinguished ourselves by the high quality of this work.”

Active Citizenship

Diversity

Global Leadership

Innovation

Sustainability

World-Class Faculty

Transformational Experiences

Student Centered

Accessible Color

Screen Optimized Typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Iconography Minimal Flat Analog symbolism Style pattern applied to Tufts websites whenever possible.

03 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

TUFTS.EDU REDESIGN / BRANDING / DESIGN DIRECTION / VISUAL REFINEMENT / UX

Home Page

Ordered Main Navigation in Header

Informational Deep Footer Medford/Somerville

Boston

Grafton

Maps and Directions

Maps and Directions

Maps and Directions

School of Arts and Sciences

School of Dental Medicine

Cummings School of Veterinary Medicine

Graduate School of Arts and Sciences

Gerald J. and Dorothy R. Friedman

School of Engineering

of Nutrition Science and Policy

The Fletcher School of Law and Diplomacy

School of Medicine

Jonathan M. Tisch College of Citizenship

Jean Mayer USDA Human Nutritiion

and Public Service

Research Center on Aging

Drop-down Mega Search Window

Search Search tufts.edu

03 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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TUFTS.EDU REDESIGN / BRANDING / DESIGN DIRECTION / VISUAL REFINEMENT / UX

Content features connected to the Tufts T10 Strategic Plan

Tufts Alumni “With more than 1,200 international students, 546 international faculty and scholars, and 5,820 alumni who live outside the United States, Tufts has long considered itself a global university. We have demonstrated commitment to global relations and international research to address global challenges, and we have distinguished ourselves by the high quality of this work.”

Active Citizenship

Diversity

Global Leadership

Innovation

Sustainability

World-Class Faculty

Transformational Experiences

Student Centered

Tufts Alumni

Chanel Richardson E20 “The one thing that’s constant is that every time my interest changes, it just falls into the world of engineering. I think that’s why I’m excited about being an engineer: it has so many different possibilities. Even if I change my mind, I’ll still be able to do something really cool.”

Aggregated Content Page Format

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TUFTS STUDENT INFORMATION SYSTEM / DESIGN DIRECTION / INFORMATION DESIGN / UI

Tufts Brand Integration with PeopleSoft CMS

Student Name | School Affiliation Home

Enrollment

My Information

Tasks

Information

Enrollment

> Holds (0)

Elizabeth Dianna Brown

Major 1

Biochemistry

Campus Address

Line 1

Major 2

Biology

Line 2

Major 3

Anatomy II

Line 3

Elective

Science Journalism

Home Address

Line 1

Line 2

Classes Enrolled

General Education: 2

Line 3

Major: 2

Name

> To Do (0)

Telephone +00.000.000.0000 Email

elizabeth.brown2@tuft.edu

Emergency Contact –

My Schedule / Spring 2015

Status –

> Account

Advisor

Dr. Marjorie Ellison

> Financial Aid

DAY

TIME

CLASS

BLDG RM MAP

Mon

9:00-10:00 am

Biochemistry

MV Wing

223

1:30-3:00 pm

Science Journalism

Jaharis

332D B

M

Tue

9:00-10:00 am

Biology

Pearson

402

M

3:00-5:00 pm

Anatomy II

MV Wing

212

M

Wed

9:00-10:00 am

Biochemistry

MV Wing

223

M

1:30-3:00 pm

Science Journalism

Jaharis

332D B

Thu

8:00-10:30 am

Biology Lab

Pearson

Lab 12 M

Fri

9:00-10:00 am

Sat –

Biochemistry

MV Wing

223

–

–

–

M

MODIFY SCHEDULE

2 Reminders

Happening this week

AUGUST 28: New Student Orientation SEPTEMBER 3: Welcome Back Seniors Reception- Class of 2013 SEPTEMBER 6: Latino Alumni Association General Meeting

Student /School Informational Header

Main Navigation Bar Drop Down Action Alert Bar

Enlarged Student Information Content Area

Arial Bold

ARIAL BOLD ALL CAPS

Tufts Blue R=80 G=145 B=205

Tufts Brown R=87 G=39 B=00

Arial Bold

ARIAL BOLD ALL CAPS

Light Grey R=226 G=225 B=219

Medium Grey R=153 G=153 B=153

Dark Grey R=86 G=81 B=82

Black R=0 G=0 B=0

News and Events Content Area and Search Engine

04 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

TISCH COLLEGE RE-BRAND / BRANDING / COMMUNICATION STRATEGY / VISUAL IDENTIT Y

Brand Launch Presentation Deck

Our new name and logo

Bold information graphics

A vibrant color range

Expressive fonts

Civic Life

Civic Life

New Name and Strategic Plan Launch

A new name, a new plan, a new way forward.

Our communities face tremendous challenges, and universities have a responsibility to develop the next generation of active citizens who will address them. For 15 years, Tisch College has answered that call, emerging as a leader in education, research, and practices that empower individuals to take action in our world. Today, we do so with a new name that better captures the work that lies ahead:

Jonathan M. Tisch College of Civic Life Why Civic Life? Because the task of creating, sustaining, and improving our communities and democratic institutions is not confined to the classroom or the boardroom; the town hall or the town square; the soapbox or the ballot box. We all are engaged in civic life when we organize and debate, when we serve, and when we advocate and act on the issues that affect us. The more active our civic life, the more just, equitable, and prosperous our world becomes.

Our new name better reflects our mission: to prepare students for a lifetime of effective engagement in civic and democratic life. Through groundbreaking research, we study civic life and the institutions that shape it. And we leverage that knowledge to promote practices that support the efforts of individuals and communities who seek the greater good.

A new strategic vision guides this vital work, and the present moment urgently demands it. We call on our students, faculty, staff, alumni, and partners, at Tufts and around the world, to help us see it through.

For a more in-depth look at our vision for Tisch College, visit activecitizen.tufts.edu/strategicplan

activecitizen.tufts.edu

05 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

TISCH COLLEGE RE-BRAND / BRANDING / COMMUNICATION STRATEGY / DIGITAL COMMUNICATION

Website Design

Information Graphics

Formatted Email Tisch College of Civic Life Bulletin

A Message from

Spring 2016

Tisch College of Civic Life Bulletin

Fall 2015

Tisch College of Civic Life January 2016 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent feugiat lacus vitae nibh faucibus, in tincidunt lacus facilisis. Duis pulvinar ligula leo.

Nam a blandit justo, non ultrices ligula. Aliquam cursus orci ut erat gravida maximus. Quisque et mi eu libero lacinia volutpat eu nec dui. Ut varius, est sed varius sodales, orci nisi semper ex, at iaculis nunc tellus vitae dui.

Nunc pulvinar libero orci, eget rutrum neque posuere vel.

In eget tempor felis, vitae cursus dolor. Donec consectetur augue nec mi finibus vestibulum. Etiam porta mollis felis, nec tincidunt odio fermentum sed. Aenean vestibulum non lectus et facilisis. Sed commodo sem nec magna consectetur, a rhoncus felis ornare. Aliquam a gravida mi, eu laoreet enim. Integer consequat tellus a ex pellentesque bibendum.

Vivamus et mauris ut ipsum faucibus vulputate a id risus. Nulla volutpat libero vitae faucibus aliquam. Curabitur dui leo, pellentesque vitae facilisis id, venenatis at arcu.

Curabitur ut eros tincidunt, auctor felis quis, congue purus. Interdum et malesuada fames ac ante ipsum primis in faucibus. Suspendisse pharetra velit lorem, non imperdiet dui congue eget. Cras vitae volutpat felis, non fringilla felis. Ut eu euismod libero. Suspendisse blandit lorem sit amet ligula consectetur accumsan facilisis id neque. Suspendisse nec semper libero. Nam efficitur laoreet porttitor. Aenean nec massa tincidunt, fringilla leo at, vestibulum dolor.

Alan D. Solomont, Dean Jonathan M. Tisch College of Civic Life

Joining the Fight

On Campus

VIDEO: A Social Venture to Fight Cholera in Haiti Last year, Tisch College helped launch Community Chlorinators, an initiative that creates jobs for local women and provides clean water in cholera-ravaged Haiti. Now, the project is up-and-running across the Caribbean nation, where Tufts video caught up with Jessica Laporte, A14, and the people whose lives are being transformed by this innovative enterprise.

Tisch College welcomes Lawrence H. Summers, Charles W. Eliot University Professor and President Emeritus ofHarvard University.

During the past two decades, he has served in a series of senior policy positions in Washington, D.C., including the 71st Secretary of the Treasury for President Clinton, Director of the National Economic Council for President Obama and Vice President of Development

Congressman Seth Moulton Visits Tisch College

Shaping Student Paths

ongressman Seth Moulton (D-MA6) visited Tisch College for a roundtable discussion on American politics and shared how his experiences—both in Congress and the Marine Corps—have shaped his views on public service. Moulton, a decorated Iraq War veteran, is currently in his first term representing Massachusetts in the House of Representatives.

The Tisch Summer Fellows (TSF) program offers substantive internships that allow Tufts students to gain real-world skills, grow their networks, and explore career paths while building stronger communities on a local, national, or international level. TSF fellowships are available for undergraduate, graduate, and professional school students.

1+4 Bridge-Year Program Would you let a frazzled stranger into your house if they asked to use your electricity to charge their phone? Would you feel comfortable sharing tea with an unknown amount of others that used the same straw? Would you invite a foreign stranger to a family cookout after only knowing them for about five minutes? If you’re Brazilian, you may have answered yes to these questions without pause.

1+4 Bridge-Year Program Tisch College’s innovative bridge-year program provides accepted students the opportunity to learn from a transformational year of fulltime service, domestically or abroad, before beginning their academic studies at Tufts. The program has received generous support from individual donors as well as Santander Bank, N.A., through its Santander Universities Division.

Tufts University Lincoln Filene Hall Medford, MA 02155, USA

Tufts University Lincoln Filene Hall Medford, MA 02155, USA

Tufts University Lincoln Filene Hall Medford, MA 02155, USA

617.627.3453 activecitizen.tufts.edu

617.627.3453 activecitizen.tufts.edu

617.627.3453 activecitizen.tufts.edu

05 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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TISCH COLLEGE RE-BRAND / BRANDING / PRINTED COMMUNICATION / VISUAL IDENTIT Y

Event Promotion

April 13, 2016 5:30 pm Alumnae Lounge Aidekman Arts Center Tufts Medford/Somerville Campus

4th Annual Alan D. Solomont Lecture on Citizenship and Public Service

President Emeritus of Harvard University and former Secretary of the Treasury

April 5, 2016 6:30 pm Cohen Auditorium Aidekman Arts Center Tufts Medford/Somerville Campus

October 27, 2015 5:30 pm Alumnae Lounge Tufts Medford/Somerville Campus

Katherine Clark

Women in Orroll Politics Keiko

Governor, State of Massachusetts

Former Personal Aide to President Barack Obama

September 16, 2015 6:30 pm Jaharis Behrakis Auditorium Tufts Boston Campus

September 30, 2015 5:30 pm Alumnae Lounge Tufts Medford Campus

Ayanna Pressley November 12, 2015 5:30 pm Alumnae Lounge Tufts Medford Campus

Publications

05 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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TISCH COLLEGE RE-BRAND / BRANDING / BUILT ENVIRONMENTS / VISUAL IDENTIFICATION

Promotional Display

Interior Signage

Exterior Signage

05 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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HEATHYTUFTS INITIATIVE / BRANDING / DESIGN SYSTEMS / PROMOTION / VISUAL IDENTIT Y

Unifying Initiative Wordmark

Campaign-Level Branding

Adaptable campaign tagline

Permanent Campus Signage

Campaign Launch Poster

NO SMOKING WITHIN 50 FT OF ANY ENTRANCE.

Produced by Tufts University Print and Marketing Communications

06 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

HEATHYTUFTS INITIATIVE / BRANDING / DESIGN SYSTEMS / PROMOTION / VISUAL IDENTIT Y

Event Posters

COOK I NG FOR L IFE

A H E A LT H Y T U F T S W E L L N E S S C L A S S

A H E A LT H Y T U F T S S E M I N A R

Sunday, November 18, 2012–7:00 pm Cohen Auditorium

iyengaryoga Tuesday Evenings

Oct 23-Dec 10 6:30 pm to 8:00 pm

Steve Tisch Fitness and Sports Center

Registration hr.tufts.edu/yoga

617.627.6272

Website Banners Promotions

06 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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TUFTS IN THE WORLD: TURKEY / ADVANCEMENT / BRANDING / PROMOTION / VISUAL IDENTIT Y

Digital Campaign Format Trip Keepsake

Welcome Package

On-Demand Print Format

Intro Brochure

07 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

TUFTS AT TECH VETERINARY CLINIC / PROMOTION / VENTURE BRANDING / VISUAL IDENTIT Y

Apparel

Packaging

Exterior Signage

A TUFTS UNIVERSITY I N ITIATIVE

508.751.7670 / vetmed.tufts.edu

08 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

TUFTS INSTITUTE OF THE ENVIRONMENT / BRANDING / STRATEGY / VISUAL COMMUNICATION

Launch Strategy

Electronic Letterhead

Printed Brochures

WATER: SYSTEMS, SCIENCE & SOCIETY

Miller Hall, 210 Packard Avenue, Medford, Massachusetts USA 02155 Telephone 617.627.5522 / environment.tufts.edu

Date Name Title Street address City, State, Zip Code Salutation: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc metus ligula, feugiat a vehicular in, condimentum quis augue. Donec a diam tortor. In hac habitasse platea dictumst. Praesent quis enim sed metus gravida cursus. Nam sit amet faucibus lacus. Suspendisse condimentum laoreet nibh nec hendrerit. Nulla pellentesque tincidunt ultricies.

2012

Sed non tellus sit amet nisi venenatis suscipit. Nullam vulputate convallis commodo.

Mauris risus mauris, consectetur vel dignissim a, lacinia a turpis. Aliquam risus quam, tempor vitae dignissim laoreet, egestas a odio. Aenean sollicitudin nisl quis ligula aliquam sed gravida leo vestibulum. Nulla varius mollis turpis ut facilisis. Integer quis risus massa. Aliquam erat volutpat. Proin sodales consectetur lectus vehicular venenatis. Aenean ut consequat nulla.

Sed tincidunt placerat dui, ut rhoncus mauris commodo eu. Nunc eu nisi tortor, id tempus arcu. Duis cursus, lectus id rhoncus molestie, risus augue eleifend ante, non dictum diam sapien vel ipsum. Aliquam dapibus pharetra lectus, sed gravida sem eleifend quis. Sed lorem nulla, tempus ac tempus non, luctus id mi. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Vivamus suscipit euismod accumsan. Phasellus vel lacus augue. Mauris egestas neque et lorem volutpat iaculis. Donec eget nulla enim.

Closing,

Social Media

Formatted Email topics

Miller Hall, 210 Packard Avenue, Medford, MA 02155 617.627.5522 / environment.tufts.edu

09 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

CHILD OBESITY 180 / CO-BRANDING / GUIDANCE / VISUAL IDENTIT Y

Brand Guide

10 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

INSTITUTE FOR GLOBAL LEADERSHIP COMMEMORATIVE PACKAGE / ADVANCEMENT / DOCUMENTATION

Concept One • Portfolio of photographic prints

DVD with interviews, field video, maps, and musical performance

• Case statement booklet • DVD • Music element • Phased roll out of multimedia delivery

Historic summary of IGL achievements, program descriptions, essays, and case for support

Portfolio of select documentary images with attribution, location, and story on reverse side

“ Aenean non pharetra magna. Nam egestas fringilla justo at vulputate. Quisque rhoncus pulvinar felis, vitae condimentum sem tincidunt ut. Cras ac dolor metus, et tempus magna. Nam eu metus est.” ATTRIBUTION

ultrices eget magna. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Phasellus urna tellus, pellentesque nec tincidunt ac, elementum ut mauris. Vivamus sem dolor, pretium nec sodales eu, consequat sit amet tortor. Cras ut metus non nibh blandit aliquet nec nec eros. Etiam posuere feugiat venenatis.

Aenean non pharetra magna. Nam egestas fringilla justo at vulputate. Quisque rhoncus pulvinar felis, vitae condimentum sem tincidunt ut. Cras ac dolor metus, et tempus magna. Nam eu metus est. Ut tempor euismod tempus. Ut non mollis sapien. Nam sodales, magna eget feugiat hendrerit, tellus eros placerat risus, eget hendrerit nisi ligula at sapien. Nulla facilisi. Etiam bibendum egestas dignissim. Integer ut lectus ut dui hendrerit rhoncus a quis felis.

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9

• Booklet devoted to current students

PRAESENT GRAVIDA SEM SED VELIT FERMENTUM SCELERISQUE.

Praesent gravida sem sed velit fermentum scelerisque. Mauris vulputate tristique ante id egestas. Pellentesque accumsan molestie felis in luctus. Nam id metus justo, a molestie ligula.

In euismod auctor risus eu sollicitudin. Nunc mollis ullamcorper accumsan. Mauris ac neque lorem.

Phasellus ut blandit mauris. Fusce posuere lobortis lectus, eget auctor neque mattis nec. Proin quis mollis dolor. Vestibulum et quam dui, id euismod felis. Sed rhoncus, massa et pellentesque consectetur, metus libero vehicula sapien, ac elementum quam justo at quam. Pellentesque tortor sapien, imperdiet at lacinia sit amet,

AT, FACILISIS AT IPSUM. DONEC AC TURPIS TELLUS. FUSCE ID NISI A PURUS ADIPISCING FERMENTUM EGET NON ANTE. NULLA

Facing the challenge of humanitarian aid.

MASSA EST, DIGNISSIM PHARETRA ALIQUAM NON, INTERDUM NEC MAGNA. DONEC DICTUM ORNARE ELIT NEC ADIPISCING.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tellus sapien, scelerisque eget pretium at, facilisis at ipsum. Donec ac turpis tellus. Fusce id nisi a purus adipiscing fermentum eget non ante. Nulla massa est, dignissim pharetra aliquam non, interdum nec magna. Donec dictum ornare elit nec adipiscing.

Concept Two LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. CURABITUR TELLUS SAPIEN, SCELERISQUE EGET PRETIUM

Enacting new solutions

as emerging leaders • Booklet devoted to IGL alums who are now agents of change in the world • Case statement booklet looking ahead toward the future of IGL

11 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

HR/HEALTHYTUFTS CAFÉ CONCEPT / BRANDING / BUILT ENVIRONMENTS / INTERIOR DESIGN

Elevation and Floor Plan Illustrations

Coffee Table

Interior Style Elements Colors

Surfaces

Wash Lit Wall Valance

Carpet Styles

Furnishing Styles

Vinyl Flooring Styles

12 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

DISCOVER TUFTS E-BROCHURE CONCEPT / ADMISSIONS / DESIGN SYSTEMS / DIGITAL PUBLISHING / UI/UX

E-Brochure Prototype

S C H O O L O F A RT S & S C I E N C E S

S C H O O L O F A RT S & S C I E N C E S

“I’m a poet in a lab coat”.

Introduction

Students in MOTION

1:9

TUFTS FACTS

PROFILES: Faculty and Students

“I’m a poet in a lab coat.”

FRAME X FRAME

UNDERGRADUATE STUDENT CLASS OF 2016

S C H O O L O F A RT S & S C I E N C E S

LEARN MORE

Table of Contents

Introduction

S C H O O L O F A RT S & S C I E N C E S

S C H O O L O F A RT S & S C I E N C E S

T U F T S FACTS

1:9

99% of undergraduate classes are taught by professors.

Students in

Faculty to student ratio

Popular Majors

S C H O O L O F A RT S & S C I E N C E S

Find Your Major/Minor

http://admissions.tufts.edu/academics/majors-and-minors

Information Graphics Theme-based Video Directory

& NS C I E N C E S SSCCHHOOOOLLAOFFF IALRT I ATSI O

PROF I L E

Barry Trimmer, Professor of Biology

Little Creatures, Big Ideas

S C H O O L O F A RT S & S C I E N C E S

Barry Trimmer isn’t your average neurobiologist. He rides a motorcycle to work every day, builds his own lab equipment and has found a caterpillar that may inspire a new generation of robots.

S C H O O L O F A RT S & S C I E N C E S

FRAMEXFRAME

www.admissions.tufts.edu S C H O O L O F A RT S & S C I E N C E S

www.admissions.tufts.edu/tuition-and-aid

www.admissions.tufts.edu/blogs/jumbo-talk

L E A R N MORE.

To most of us, caterpillars are a necessary evil, creepy-crawly first drafts for all those beautiful butterflies that flutter around the petunias. In the eyes of a neurobiologist, however, it’s precisely their unsavory squirminess that makes caterpillars worth studying. As animal movement is normally conceived, caterpillars shouldn’t be able to move at all.

“Nobody really knows how soft-bodied animals move around,” says Tufts neurobiologist Barry Trimmer, sitting on a rotating stool before a shelf filled with silicone models of larvae.

That’s because invertebrates like caterpillars don’t have joints and bones for their muscles to work against. Instead, dozens of muscles crisscrossing beneath their soft skin must each be flexed to the perfect degree at precisely the same time, a job that takes incredible computational skill. “When you tell engineers to make something completely without joints and to control it precisely, they laugh at you and say it can’t be done,” says Trimmer, an affable Brit with a hawkish nose and close-cropped hair.

Faculty Profile

http://ase.tufts.edu/biology/faculty/trimmer

Faculty and Student Profiles

www.tufts.edu

Image Carousel

Call to Action

13 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

SUSTAINABILITY INITIATIVE / BRANDING / INFORMATION DESIGN / PROMOTION / VISUAL IDENTIT Y

Sustainability Informational Materials

Now serving in bulk.

Individually wrapped items and single-serving beverages have been replaced with larger containers, significantly reducing waste from food packaging.

Please recycle.

Recycle your tennis balls, plastic containers, and drink containers at the entrance recycling stations.

Thanks!

Tufts Dining and Catering supporting a university-wide commitment to sustainability

Tufts Dining and Catering supporting a university-wide commitment to sustainability

Tufts tennis community and Tufts Athletics supporting a university-wide commitment to sustainability

Lock it up effectively.

Use a U-lock for optimal security.

Now serving in bulk.

Individually wrapped items and single-serving beverages have been replaced with larger containers, significantly reducing waste from food packaging.

Tufts Dining and Catering supporting a university-wide commitment to sustainability

Tufts Dining and Catering supporting a university-wide commitment to sustainability

The Office of Public Safety supporting a university-wide commitment to sustainability

14 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

ENVIRONMENTAL GRAPHICS / BRANDING / BUILT ENVIRONMENTS / IDENTIFICATION AND WAYFINDING

Science and Engineering Complex Construction Scrims

Customized Scrim

Multi-Use Scrim

TUFTS UNIVERSITY

15 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

ENVIRONMENTAL GRAPHICS / BRANDING / BUILT ENVIRONMENTS / IDENTIFICATION AND WAYFINDING

Exterior Signage

New Tufts exterior sign standard. Fabricated metal sign with surface mounted letters on stone base.

Science and Engineering Complex

Limestone finish surface mounted three-dimensional lettering mirroring classical lettering on adjacent Tufts building.

New Tufts exterior sign standard. Surface mounted brushed metal letters matching. Letter size and positioning designed to meet local emergency services code. Vinyl lettering on transom glass.

15

Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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ENVIRONMENTAL GRAPHICS / BRANDING / BUILT ENVIRONMENTS / IDENTIFICATION AND WAYFINDING

Exterior Signage

Orientation Signage Welcome Ticketless System Camera reads license plate.

The gate will open.

Park and pay at kiosks.

Thank you Gate will open for pre-paid parkers. Or pay now with a credit or debit card.

$8 Day Rate Park first. Then proceed to a pay station on either the 1st or 7th floor.

Hours: 6 am – 12 am Monday-Friday No overnight parking

Orientation & Directory Signage

Hello.

Please pay for parking using this pay station.

15 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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ENVIRONMENTAL GRAPHICS / BRANDING / BUILT ENVIRONMENTS / IDENTIFICATION AND WAYFINDING

Comprehensive Sign Program

15 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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ENVIRONMENTAL GRAPHICS / DESIGN SYSTEMS / IDENTIFICATION AND WAYFINDING

Common font. DIN Medium. Common size and letter spacing. Flush Left. Longest line centers left-right. Upper/lower case setting is preferred for most sign messages.

Regulatory Sign Program

Reserved Parking

Apply small scale brand identification with consistent placement on all parking and regulatory signs.

CARPOOL PARKING ONLY

HYBRID PARKING ONLY

Space alotted for supplementary messaging from Tufts Public Safety Administrative Services.

Unformatted messaging is currently being applied as a sticker on existing parking signage.

The messaging will be incorporated permanently on parking signs as part of a campus-wide program redesign.

15 Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

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04

< 01-01.2

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Led the brand assessment, planned the strategy and designed all key elements of Tufts’ revitalized universitywide visual brand. Project deliverables included visual standard guidelines for printed and digital platforms, presentations to university constituents, and documentation of a refreshed design system that codifies and encourages consistency across schools, departments, programs, centers and institutes.

Represented the Tufts Communication & Marketing department and University Relations in a university-wide effort to connect and unify Tufts student information system.

Collaborated with in-house web development and usability specialists. Designed UI improvements to fit within the restricted parameters of a third-party CMS. Insured that this independent Tufts system was visually on brand.

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02

In collaboration with in-house front-end developers designed all core visual identification elements and a pattern library to be deployed across Tufts’ decentralized web properties. Deliverables included an articulated visual identification hierarchy, recommendations for accessible typographic styles and color standards, and a consistent organizational approach to website headers, footers, and main navigation elements. < 03-03.2 Collaborated with workgroup members and external digital creative agency on the site’s conceptual development.

Maintained an active and vocal role in the tufts.edu redesign workgroup representing the Tufts Communication & Marketing team throughout the 18-month project. Developed a close working relationship with the outside agency, provided detailed design refinements, and insured implementation of Tufts’ new website brand standards.

< 05-05.3 Tisch College, one of Tufts’ eleven schools, formally changed its name to better reflect its evolving mission.

Working closely in confidence with Tisch College leadership a distinctive new visual brand by using Tufts’ redesigned visual identity guidelines was created.

Designed and presented the new name and brand launch to the university’s upper administration and board of directors. Designed and produced a comprehensive set of communication deliverables that included: strategic plan documents, digital graphics and communication templates, interior and exterior signage, large format display, event promotions, and publications. < 06-06.1 Human Resources’ initial vision was met with the design of a brand mark, campaign launch materials, and permanent campus signage that would remind the Tufts community and broader public of the university’s commitment to creating healthy campus

environments. It became clear there was the opportunity to think beyond a singular campaign and create the HealthyTufts brand. Project deliverables included a brand mark designed to accommodate future HealthyTufts campaigns and a design system comprised of elements from Tufts’ visual identity standards with examples of event promotions and designed to help the client become enthusiastic about what brand opportunities lay ahead. <

07

Overall branding, promotional and itinerary materials for Tufts Advancement’s cultural and academic tour of Turkey.

Deliverables included the design and production of printed and digital communications including customized Tufts viewbook, on-location printing templates, and event branded passport cover. <

08

Venture-branding designed and produced for Tufts at Tech, a veterinary clinic managed

by Tufts Cummings School of Veterinary Medicine that employs, trains, and supervises students from Worcester Technical High School in Worcester, Massachusetts.

The visual approach for this venture required going outside of Tufts visual identity standards to provide direct-to-consumer branding.

Deliverables included the brand mark, apparel, signage, and packaging.

Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com

<

09

Re-branding of 50-year-old Tufts Institute of the Environment (TIE). The design of visual communications and production of materials included: brand mark, presentation deck design, event signage, social media graphics, printed and digital communication formats.

Worked closely with TIE’s director and staff to develop their rebrand launch strategy. <

10

Co-branding guidelines for ChildObesity180, a national healthcare organization with leadership roots at Tufts’ Friedman School of Nutrition Science and Policy. This jointly led organization had its own visual identity. Integration of Tufts’ visual identity with ChildObesity180’s well-defined visual brand required careful balancing and articulation.

The output from this politically sensitive project was a brand guide that included the creation of information graphics and illustration of a wide variety of brand scenarios. <

11

Conceptual design of a commemorative advancement package recognizing the tenth anniversary of Tufts Institute for Global Leadership (IGL).

Extensive interviews with IGL’s longtime director and staff provided inspiration to create inventive design approaches to the packaging of content from documentary photography and regional art, field recordings, to journalism.

<

12

Human Resources envisioned building cafés for staff on each Tufts campus. This project was an offspring project of HealthyTufts, under the Work & Life. Balance. theme.

An existing break room was used to model the café concept.

Deliverables for this project included: brand application, interior design, specifications for furnishings and finishes, construction drawings, project planning and budget development. <

13

Undergraduate Admissions wanted to explore development of an e-brochure format to add to its student recruitment strategy. The project was done in collaboration with Tufts’ Communication & Marketing team members. The format was conceptualized as a set of content modules that could be customized through an application building CMS. The deliverables included: visual design, prototypes, UI/UX, concept presentations, application development plan, and user testing. <

Deliverables included: brand elements, information display formats, illustration and icon libraries, and visual design guidelines. < 15-15.4 Campus signage has been relegated to the Facilities Department for design, messaging, and procurement.

Over many years this approach produced ineffective and inconsistent campus signage and wayfinding. Applying experience and expertise in this specialized area of design, I developed the foundation of a coherent design system and signage and wayfinding guidelines. Delivered through a series of signage projects: design of regulatory, informational, interior and exterior sign designs, sign specifications, and the consistent application of Tufts visual identity standards. Also provided: design direction to external environmental graphic design specialists and fabricators.

The result of this work continues to have a positive impact on each new addition to Tufts’ physical footprint while reinforcing the Tufts visual brand.

14

Sustainability emerged as a high-profile initiative.

From recycling, energy and resource conservation, to fiscal responsibility, the entire Tufts community was asked to join in the effort. Each school, department, program, and service would be producing its own communication and guidance material. A unified visual system was required.

Lee Allen / Graphic Designer / 617.630.0933 // leekreindel@gmail.com leekreindel@gmail.com Lee Kreindel Allen Kreindel / DESIGNER / +1.617.630.0933

Careful listening, analytical thinking, attention to details, with an empathic approach. Flexibility, a collaborative spirit, and pragmatic creativity are combined to deliver “just right” visual communication.

Lee Allen Kreindel / DESIGNER / +1.617.630.0933 / leekreindel@gmail.com