Blended Briar Alliance Theatre Bound Books Geo Geo The Bells Anima Kava Bar The Trevor Project Life is Hard Cards
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Blended Briar
Laca abcdefghijklm nopqrstuvwxyz
Intro Blended Briar is a brand that specializes in the production and distribution of high quality-tobacco free-herbal smoking blends. The
Lust Script abcdefghijklm nopqrstuvwxyz
target audience is men 18 years and older, more specifically early 20’s up to early 40’s. It’s seen as an indulgence to many to take the better part of an hour being present and enjoying a cigar or pipe. But there are plenty of people who struggle with nicotine addiction and the implications therein.
Challenge Challenges include breaking new sociocultural ground for why people smoke and what that can mean outside of tobacco, as well as finding and easing the barrier of entry into the world of herbs.
Spot: 477C 41, 72, 77, 46 101, 58, 43 Spot: 1345C (60%) 1, 19, 44, 0 251, 209, 152 Spot: 558C 41, 13, 36, 0 153, 188, 171 Spot: 150C 0, 35, 73, 0 255, 178, 89 Spot: 2645C 32, 42, 0, 0 174, 149, 218
Project Title 5
Solution Smoking and herbalism are old and practices, and the carnal pleasure
potentially breaking a nicotine addiction without that particular
of smoking–the warmth, the fire, observing the smoke–is something
chemical. It feels important taking part in an older practice shared with
that can be achieved without tobacco. Since smoking quickly produces
so many generations of ancestors. This is the reasoning behind giving
physical sensations, all the product needs is to explain what happens
certain folkloric background on some of these herbs. It offers that
in a slightly older romanticized style. This could even be helpful in
connection through stories of heroes, soldiers, and sailors.
Net Weight 2 oz.
Herbal Armchair E s t. 2 0 1 8
E s t. 2 0 1 8
Net Weight 2 oz.
Blended Briar
Lavender and Skullcap relaxing
Medium body with peppermint and fruit notes Net Weight 2 oz.
Esstt.. 220 E 8 0118
Net Weight 2 oz.
Text for the other two blends
Herbal Armchair
Herbal Armchair
Medium body with peppermint and fruit notes
Medium body with peppermint and fruit notes
Lavender and Skullcap relaxing
Lavender and Skullcap relaxing
Net Weight 2 oz.
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Alliance Theatre
This is the existing logo for the Alliance Theatre
A Midsummer Night’s Dream William Shakespeare
Intro
A group of young lovers find themselves in the forest
The Alliance Theatre is based in Atlanta Georgia and offers a wide
at the mercy of the fairies, will and magic.
range of professional theatre options for families and the wider theatre
Once
audience. This project is a set of posters for the summer season of 2019.
Challenge Posters need to grab attention first and ask questions later, and when the target audience changes from poster to poster the approach has to change as well, while still keeping a cohesive feel to the season.
Glen Hansard and Marketa Irglova
The bar resonates as an instrument of this bittersweet love story.
Winnie the Pooh A. A. Milne
The lovable stuffed bear finds himself in some sticky situations as he and his friends support each other and their ringleader, Christopher Robin.
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Solution Each poster features primarily illustration with a focus on texture and colors that help embody the work. Midsummer Night’s Dream is a very complicated show full of action and misdirection, and as such needs a more lively illustration, while a children’s theatre piece like Winnie the Pooh is appealing more to the bright colors and fun shapes that would draw in the young ones. Taking that individual approach, requires more stylistic similarity for the overall season.
Alliance Theatre
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Bound Books
Lato ABCDEFGHIJKLM NOPQRSTUVWXYZ
Intro
Bound books is a publishing company for Spiritual/ new age books, lilting towards history and anthropology over anecdotal accounts. The target audience for is the growing number of spiritually inclined young people in the U.S.
Kumlien Pro abcdefghijklm nopqrstuvwxyz
Challenge
On the whole, millennials are getting more interested in academic/ semi-academic sources for research. This is alongside the need to continually site sources online as “fake news” becomes a growing concern. Bound Books aims to meet the demand for approachable but reliable research in the “spiritual but not religious” category.
Solution
The solution has to tie into both contemporary media and publishing, as well as the more traditional roots of much of the information encapsulated in the books the brand publishes. The jumping off point is the tagline “Tied to Traditions,” offering the grounding force of history to people in a modern time who wish to lead more fulfilling lives. These people may live slightly outside of the status quo, or in the middle like social media influencers. As such its even more important to make this brand current.
Spot 7623C CMYK 28, 93, 85, 28 RGB 142, 42, 42
Spot 1805C CMYK 21, 97, 90, 12 RGB 178, 41, 46
Spot Cool Gray 6 C CMYK 36, 29, 28, 0 RGB 167, 168, 169
Spot Cool Gray 11 C CMYK 66, 57, 51, 29 RGB 84, 86, 90
Spot 419C CMYK 73, 65, 65, 72 RGB 33, 35, 34
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Project Title
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Geo Geo
Righteous ABCDEFGHIJKLM NOPQRSTUVWXYZ
Intro
Geo Geo is an edutainment I-Pad app intended for children (mostly girls) around the age of 12, when they are getting into basic geometry and algebra in school. For those students who have a hard time with word problems and theoretical math, this app combines the real and tactile with the familiar surrealist digital world. Approaching the trend around crystals that has been growing in recent years, Geo Geo combines math, science, and “magic� (the basic new age concepts behind crystals).
Challenge
Challenges include turning math from something intimidating into something genuinely interesting and compelling. Usually students are surrounded by harsh black lines and imaginary situations in the same three fonts for their entire education. This app strives to combat this with a kinder face to the numbers. Soft bright colors are paired with more interesting typefaces and a generally more inviting visual system.
Nobel abcdefghijklm nopqrstuvwxyz
Spot: 229 C 56, 171, 226 67, 16, 0, 0
Spot: 136 C 225, 197, 99 0, 24, 70, 0
Solution
The typeface for headings and subheads is Righteous. Similar to the rest of the graphical elements, this type lends much more flexibility and fun to your average sans serif, and has that surrealist element that rose tints the situations students have been conditioned to dread. The body type Nobel takes a lighter hand to the same idea. Reminiscent of old favorites like Mr. Eaves, Nobel adds a bit more structure back in to the system, even at thinner weights.
Spot: 258 C 108, 54, 115 67, 92, 25, 10
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Geo Geo
Math
Science
Magic
Find side area Find height Find surface area Find volume
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The Bells
The Bells
A pairing of Adrian Frutiger’s Versailles and the poetry of Edgar Allen Poe
Versailles ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Intro
The Bells is a type specimen book and is intended to showcase the Versailles type family to other designers as an option for various use cases. The wide type forms and serifs are reminiscent of Gothic architecture. As a nod to the artfully crafted typeface, every mark made in the book–most notably the illustrations–is made with only the letterforms in the family.
Challenge
Showcase the letterforms in a thematic setting, telling a story but also keeping focus on the type.
Solution
Use the characters of the typeface to Illustrate the story of the poem. Allow the specimen to further the exploration of the type beyond just the story or letters on their own.
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The Bells
Of the bells, bells,
bells, bells—
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Anima Kava Bar
Mr. Eaves ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Spot: 7409C (70%) 0, 27, 64, 0 252, 192, 112
Intro
Anima Kava Bar is a mix between a coffee house and a pub, and is aimed primarily at college students/ young people from the ages 1830. Kava is a root that has been ceremonially and recreationally used in the pacific islands for thousands of years, and has been studied recently as a treatment for Generalized Anxiety.
Challenge
The primary challenge is that people don’t know what kava is. This isn’t just building a brand, but for many people it’s introducing them to a new physical and cultural experience.
Spot: 7409C 3, 32, 98, 0 244, 178, 35 Spot: 7734C (30%) 28, 9, 26, 0 185, 206, 191 Spot: 7734C (60%) 48, 18, 47, 0 141, 167, 149 Spot: 7734C 83, 38, 82, 32 38, 96, 65 Spot: 4625C 44, 73, 80, 59 80, 44, 30
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Solution
The solution to such a large challenge starts with drawing people’s attention. The strong use of large swatches of color, and heavily featuring the same illustration throughout the branding catches the eye, and quickly familiarizes the viewer with the mood and location. Once you have their attention, the work of settling the customer in is taken over by aspects like the impressionistic feature wall depicting a sunset, and the menu which explains your options with a bit of humor, and your safety with all seriousness.
Kava Health and Safety Anima n. Latin, meaning soul, life, breath, or breeze. Many cultures, like the ones that brought us Kava are animistic in nature, meaning they believe that every plant and rock has a soul like theirs. They believed the souls/ spirits of these plants were responsible for the healing brought to their friends and loved ones. Plant spirits like Kava became integral parts of their religious, medical and cultural practices. They now share this beloved spirit with us.
Tropicolada
$6.75
Choose your dose
Mean Green
$5.75
Nobel Kava, a good start for your first time, or after some time away.
Rabbit Food
$4.50
Pineapple, Coconut Milk, Mango, Guanabana, Dragon fruit
Jalapeño, Celery, Kale, Spinach, Cucumber, Lemon
Low Shell
High Shell
$4.00
$6.00
Nobel Kava, for when you didn’t pre-game. Carrot, Celery, Spinach, Apple
Low Special
$6.50
Vanuatu Kava, you’ve been here a time or two.
Gingerly
Ginger, Turmeric, Pineapple, Celery, Orange
Hot Topic
Datil Pepper, Strawberry, Mango, Lemon
$4.50
High Special
$8.00
Vanuatu Kava, a stiff brew for a hard day.
$4.75
Choose your chaser Pineapple, Lemon, Lime, Orange, or Apple
Tri-State
$4.50
Loko Moko
$4.75
Health Nut
$4.75
Basics
$4.00
Orange, Peach, Blackberry
Basics Juice Shot (+$1)
Choice of Pineapple, Orange, Apple, Peach, Banana, or Strawberry with or without ginger. Banana, Coconut Milk, Carrot, Cayenne, Rice Milk
Soifua n. Maori, meaning life or good health. Exclaimed as part of the Maori ritual for drinking Kava. Based on their origin myth of the sacred drink.
Anima Kava Bar
Banana, Blueberry, Spinach, Coconut Milk
Green
$3.00
Oolong
$3.50
Matcha
$3.50
White
$3.00
Pu-erh
$5.00
Chai
$3.50
Chamomile
$3.00
Peppermint
$3.00
Hibiscus
$3.00
Rooibos
$3.50
A little something leafy
For a Zen moment
Green part two
Less caffeine, not actually white
Really old tea
Spicy Indian tea
Almost as relaxing as kava (decaf)
Not just for Christmas (decaf)
Iced Tea Shot (+$1)
Choice of Chai, Rooibos, Peppermint, or Green with or without honey/ agave.
Refreshing iced flowers (decaf)
Add a mixer (+$2) One low shell worth of any Basics juice
Refreshing iced leaves (decaf)
Choice of Pineapple, Orange, Apple, Peach, Banana, or Strawberry with or without ginger.
Enjoy your Kava
Right: Sign for outside the bar, made from carved wood and painted. Bottom Right: Stamp card with stamp for patrons who return regularly. Below: Rendering of possible layout of the bar including feature wall.
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The Trevor Project
filicudi ABCDEFGHIJKLM NOPQRSTUVWXYZ
Intro
The Trevor Project is focused on saving the lives of suicidal/ in crisis LGBTQ+ youth and has been doing so since 1994. For most of that time they had no brand consistency until they got their current brand treatment in 2011. The resulting identity aged quickly and many people in their audience (youth defined as under 25 on their website) share the same feeling about an otherwise very modern and aware group.
Aaux Next abcdefghijklm nopqrstuvwxyz
Challenge
The challenge is to create a new logo that keeps the initial consistent elements the brand did have–the orange color and their star–but gives it a more current voice for the people who need to see it and seek help. This will be paired with an ad campaign to reach these people and apply the new brand guidelines.
Spot 1505 U 255, 129, 54 0, 62, 82, 0
Spot 148 U 253, 198, 136 0, 25, 51, 0
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Solution
The Logo Type is Filicudi Solid, offering strength and stability to young people who are at risk. It has the structure and clean lines associated with safety, but its width is more comforting. Some sans serifs can feel too stern, but the proportions lend themselves to that feeling of a base to stand on. The campaign that works alongside the new logo uses Filicudi Solid for the word sexuality to give it the emphasis and grab the audience’s attention. Since the audience is LGBTQ+, and allies to a certain extent, words like sexuality and gender are usually on their radar and can grab them. The rest of the type throughout the poster is Aaux Next, keeping with the modern feel but lightening up a lot from Filicudi.
Right: Print ads for poster or magazine Below: The same campaign for instagram
The Trevor Project
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Life is Hard Cards
Intro
In this digital age no one under 30 is buying a greeting card for anyone other than their parents, but they’ll do a lot to be a part of a joke or a conversation. The goal here is to take that shareable media that is circulating and current, and set it back in time a bit in a recognizable bite sized form of print media. Most of the jokes rely heavily on the comedic principle of incongruity, which is embedded into this company by the very fact that cheesy as they may be, greeting cards are almost always somewhat serious. Even the funny cards can be over complicated and flashy, which depending on your millennial will also likely turn them away.
Challenge
Make sharable cards the way the Internet has created extra sharable media, and make something clearly dated relevant to young people again.
Solution
Hand done type
Spot: 115 C 252, 216, 35 2, 12, 94, 0 Spot: 7554 C 76, 61, 43 54, 60, 77, 53
Jokes are illustrated through the dark humor of Millennial and Gen-Z. The logo itself is a cute minimalistic pun illustration that anyone should be able to get and immediately recognize at any scale to start the brand off strong.
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Life is Hard Cards
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www.matttho.com matt@matttho.com St. Augustine, Fl @matttho