p o r t f o l io
lee stadler
Campaigns 4-27 Identities 28-34 Publications 36-49
785 418 9478 lee@fourthparable.com Cover Photo Lee Stadler and Elishia Linton for “120 Hours,” a student photography internship program. This Spread Scene 1 of 5 for “Ottawa Spirit” Magazine. November, 2008.
Campaigns Rarely the simple print/web dichotomy we hope them to be, campaigns are complex and intricate constructions of experience. Built piece by piece and mode by mode, they are the harbingers of a brand’s message - carried fully to each corner of their hopeful market. It isn’t the poster or the website that changes or encourages. It’s the culmination of meaning infused into every aspect of the sum resulting in newly made worlds.
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Knead The step-brain child of designers, entrepreneurs and volunteers, Knead embodies the singular trait of each - service. Alongside the discovery of what aims to be national programming, a collection of disparate community wellness efforts are being identified, cataloged and relayed to further the notion of bettering community.
Collaboration with Daniel Wohlberg, Tatyana Voronin, Emily Cook, Abi Kinne, Jennifer McGill, Miles Brown. Goal Establish a series of programming and partnerships aimed at encouraging and educating area youth regarding food and design. Channels
Print Web Event Social
Roles Creative Direction, Photography, Baking Results Partnerships with print facilities, community outreach organizations, culinary and design professionals, and transferable programming.
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#ThisIsUs Markers on a map show us where we are, where we’ve been, and where we might be going. Markers were incorporated into a tiered advertising structure and used as distinct identifyers through 9 levels of giving as a means to identify, measure and continually engage each respective group. Each tier, regardless of level, is versioned around the social hashtag as an additional means of continuing the conversation.
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Goal Re-vitalize the conversation between alumni and their alma mater to encourage relationship. Channels
Print Web Event Social
Roles Creative Direction, Design, Marketing, Campaign Management. Results The campaign is underway.
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A 12-month strategy, #ThisIsUs uses a perspective approach to topography as a means of depth and placement. Just another part of the conversation to help people find their way.
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Kidsnkicks Even in recreational league athletics there are those unable to afford required equipment. That seemed a ridiculous reason for youth to be left out of the feeling of contributing to something larger than themselves. Kidsnkicks aimed to resolve the matter, in a small way, by forming direct partnerships between leagues attempting to build teams and equipment providers with surplus inventory. An info form is filled and filed, and equipment is provided free of charge. Teams are built. Problem solved (or at least on the way to being solved.)
Collaboration Tatyana Voronin, Nicholas Lindeman, Natalie McMullin. Goal Build community. Channels
Print Web Event Social
Roles Creative Direction, Photography, Program Management. Results A first-year partnership with a nation-wide equipment provider and teams and equipment provided to players in need.
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Green and more green. And, Chip, the anthropomorphic letter K - mascot of the Kidsnkicks program. All channels strive for the open feel of the soccer pitch and ease of navigation. The layouts present themselves and then make way for the presence of information needed to connect league, partner and player.
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portfolio Advancing the Vision What began as an 8-page text document bloomed into a 5-year fundraising campaign that exceeded it’s goal by nearly $2 million. Lest it get ahead of itself, it was a campaign born of the idea of grove and growth, imagining each opportunity as seeds planted and fruition shown as progress towards academic programming and structural changes became evident. Renovations, scholarships, a new library and student union... the list goes on.
Goal Provide the experiential structure for the largest fundraising campaign in university history. Channels
Print Web Event
Roles Creative Direction, Design, Photography, Copywriting. Results A successful campaign.
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The perfect reference images were difficult to find, so the actual trees were found instead... and then photographed for shape, texture and inspiration. Any reason to abscond to a botanical garden is a good reason. The final nine character trees described in the campaign were culled from a list of hundreds, including the 1967 federal silvics book. A dry read, but handy in a pinch as a doorstop.
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portfolio pecan hickory
(carya illinoensis)
Pecan trees are known for their fruit. Not only do they produce in abundance, they do so to a degree that makes them one of the most productive trees in North America. The student experience is one which must also be reproduced with consistency, energy and enthusiasm to develop whole people – always the hallmark of the OU graduate.
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Flow Not a typical campaign, Flow was developed out of an interdepartmental need for a more stable project and file management structure. ROI’s were built. Posters were illustrated. A globally secure infrastructure was implemented.
Collaboration Widen Inc. Goal Get the house in order while allowing additional users the latitude to include their own language within the greater conversation. Channels
Print Web Event
Roles Creative Direction, Design, Structuring and Implementation. Results An asset management infrastructure that is infitely scalable and personnel independent. The security of organizational history and an asset value in the millions of dollars. Also, very fun posters and a transferable view of project management.
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After a lengthy ROI process, three candidates remained. The most flexible and potentially upgradeable solution was chosen. No need to look back. On-the-fly file conversions, direct posting capabilities, fully searchable native text and metadata, and integration with design software are a few of the bonuses.
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More Hindsight can suck. Lots. “More� was meant as the first step in awareness of opportunity for busy nontraditional students; the ones who have full jobs and full lives; helping resolve the need for looking back. The idea was simple. A sky. A field. A door yet open. Online and in print it served as a reference of encouragement. On radio and in video it was the catalyst for conversation regarding where life might lead. In market it was a total solution.
Goal Shake the tree of awareness. Channels
Print Web Event Social
Roles Creative Direction, Design, Photography, Urban Reconnaissance. Results A needed conversation and boosted enrollment.
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If doors were male models this one would be a prince in the land of high fashion. Because it’s not normal. Everyone has doors in their lives and they’re all unique. As it turns out, this one was just down the street at an antiques shop, waiting for its day in the sun.
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Identities Much more than an image, to have an identity means to know oneself. It is the answer to “who.� As representatives for entire organizations and stamps of approval for products and services, logos and the identities they serve impart immediate reference to the vast wealth of relationship between every member involved. As a collection they are a catalog of symbology that has fast become a language unto itself, serving as a method of deconstruction for the written word and a passcode to whatever their representations promise.
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“TAU� An age-old statement of continuity. Of birth and re-birth. Of connection to the earthly and the divine. This mark represents a national educational and volunteerism program and the network of support that makes it possible.
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“Spirit” Perhaps one of the most vague briefs I’ve yet been a part of, “Spirit” is the product of a study in movement and strength as applied to a collegiate athletics team.
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“First Flight Games� The idea of playfullness escapes us as we age. Firstflight, a startup board and card game company, helps resolve it by blending the wonders of adulthood and the joy of gaming into three experiences that help rekindle the mind. As much as board and card games can.
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“Knead” Seen elsewhere in the portfolio, it need to be displayed larger so that the bowl-shaped letter “e” had it’s proper exposé.
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“Kansas State University Department of Music” Most musicians aren’t designers. The previous set of logos for Kansas State University’s department of music made that abundantly clear. Rather than starting everything from scratch, the ideas of tempo, rhythm and scale were explored within their existing construct to find a solution that was both familiar and effective. It’s some of the most fun anyone has ever had with a treble clef.
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iuvo law
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Primary imagery for the off Broadway musical “Soul Searching.”
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Publications Print never died. It simply found a new way to be. Publications, no matter the form become an integral component to experience. Similar to campaigns, they begin to take on a life of their own, encompassing custom libraries of iconography, color, illustrative technique and layout methodologies. They are the long form poem to a digital haiku.
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Ottawa Spirit Magazine Re-branding a publication that had stagnated in form for nearly 15 years was a lengthy process. How do you retain rather than alienate? How do you provide a framework for the years ahead? One step at a time, starting with several years of fully illustrated, frogs, cityscapes, fancy tea cups, flourescent bacteria, rocket boots, imaginary birds, and forks in the road.
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The online edition focused on ease of interaction, with embedded audio and video and a re-formatted page structure for clearer immediate readability.
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Not a typical set of illustrations. For the June 2012 issue, the illustrations were grown on 4�x4� petri dishes using a wire stylus and bacteria modified with flourescent jellyfish DNA. The dishes were cultured, photographed under blacklight and enhanced in post. At press, the cover was masked and run with four layers of glow ink as a means of paying a wee bit of tribute to the entire process.
One in a series of six illustrations June 2008 edition. These imaginary birds served as content section dividers as well as a secondary story device to carry the theme of the publication through its entirety.
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Scienc
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the artof
Beakers and other glassware stripped straight from a chemistry department were filled with apple juice for an initial tint and then photographed and composited with additional illustrations for each primary story in this Spring 2009 Issue.
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Place to Be A project of deep fondness, this semibiannual book combines thoughts of architecture, design, travel and the curiousities that bind them together. As the focus of each issue goes, so goes the approach to image and type. Rather than being tied to a singular focus of story or image, both are given share.
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Tales that span the country. Los Angeles, the Appalachian Trail... 2,664 miles in between.
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p o r t f o l i o
lee stadler 785 418 9478 lee@fourthparable.com fourthparable.com
All Tied Up. 2010.
Not So Flat Ware. 2010.