Modern Heritage by Molly Weber

M O L LY W E B E R

modern heritage DESIGN PORTFOLIO

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modern heritage DESIGN PORTFOLIO

Who I am today is thanks to those who came before me. In my journey through school, what I have learned is immeasurable. Beyond the ability to identify a typeface from a mile away, or comp a box in just seconds, I have come away with lessons that extend beyond just the world of graphic design. One of the ideas that has had a profound influence on me is learning that I am ultimately a better designer— and person—if I use the past as an inspiration. Taking note of historical solutions, anything from a type treatment or a color scheme to a process or method, and applying them to modern challenges can create a truly unique design solution. Throughout this book you will find my own family photos—my heritage—paired with my work. Not only do I love and pull inspiration from the classic feeling of these vintage photos, they show the people who have inspired me and made me who I am today.

00 CONTENTS TA B L E O F C O N T E N T S

Ti tle B R I D E S M A D E Project W E D D I N G E X P O D E S I G N Cl a ss G R A P H I C D E S I G N 3 In st r u ctor N I C O L E F LO R E S Ke y word H A N D M A D E

The handmade bridal expo for the bride who does it all. Brides are increasingly interested in the idea of a handmade wedding. More and more are bringing a personal, creative touch to their big day. Gone are the days of princess themes and ball gowns. Modern brides are looking to sources like Etsy, Pinterest, and Martha Stewart to see how they can make a wedding that is uniquely theirs. Bridesmade bridal expo brings together all of the vendors and resources that brides-to-be need to create a hand crafted day. The promotional materials reflect the handmade nature of the event. From hand drawn and laser cut posters, tickets and invitations to handmade paper flowers and bound binders for the event guide, brides can pull inspiration not only from the vendors they will find inside, but from these event materials.

01 BRIDESMADE BRIDAL EXPO EVENT DESIGN

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Ti tle B E I G E Project R E S TA U R A N T I D E N T I T Y Cl a ss I D E N T I T Y T W O In st r u ctor D A R R E L L H AY D E N Ke y word Q U I R K Y

Itâ&#x20AC;&#x2122;s just like mom used to make, only better. I only eat beige food. So when we were asked to create a business and design their identity, I jumped on the opportunity to create a restaurant that was a carb lovers dream come true. The idea behind Beige is to start with the foods that everyone loves, the comfort foods, the favorite foods from their childhood, the things they spot on the kidâ&#x20AC;&#x2122;s menu and wish they could order. Then, use the highest quality ingredients to make them in a sophisticated, gourmet way. Think, aged artisan cheeses in your mac and cheese, or a fresh crusty bread for your grilled cheese sandwich. Itâ&#x20AC;&#x2122;s going back to the basics, then upgrading them. The identity and system for the company reflect this back-to-basics idea as well. The use of craft paper and stamps creates a look that is not overdone, but still is upscale enough to fit the audience.

02 BEIGE R E S TA U R A N T C O N C E P T & I D E N T I T Y

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Ti tle UPTOWN BY K AT E S PA D E Project H O M E L I N E B R A N D E X T E N S I O N Cl a ss PA C K A G E D E S I G N 3 In st r u ctor TO M M c N U LT Y Ke y word C H I C

Who says fashion brands have to stay in the closet? We were given the challenge of extending an existing brand into the home category with products such as appliances and decorative accessories. Kate Spade seemed like a natural fit. The brand has a strong style and followers who would be eager to bring the signature style they love to the rest of their home with accents that stay true to the brand. The new â&#x20AC;&#x153;Uptownâ&#x20AC;? line covers the entire house; from appliances and dishes for the kitchen to accent pillows for the couch and everything in between. The fashion roots of the brand are referenced with the photography style on the boxes. The personality, as well as the existing product line, of the company also is showcased through the use of Kate Spade accessories interacting with the products.

03 UPTOWN K AT E S PA D E B R A N D E X T E N S I O N

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Ti tle E S C A N A B A R I V E R Project PA P E R P R O M OT I O N Cl a ss T Y P O G R A P H Y 3 In st r u ctor A R I E L G R E Y Ke y word R U S T I C S O P H I S T I C AT I O N

Bourbon out of an old tin cup tastes better out there The Escanaba River is renowned for its fly fishing. Author John Voelker (under the pen name Robert Traver) wrote many novels and stories about his fly fishing experiences on this river, documenting the challenges, joys, beauty and quirks of the sport, particularly on the Escanaba river. Escanaba paper by New Page is a strong, utilitarian and dependable paper, yet still has a refined sense of style. The papers characteristics tie in naturally to fly fishing and its namesake river. The promotional book and swatch cards use stories from Voelker along with photography to showcase the printability of the paper in both text and image heav y applications.

04 ESCANABA N E W PAG E PA P E R P R O M OT I O N

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Ti tle J I L B E R T D A I R Y Project M I L K PA C K A G I N G Cl a ss PA C K A G E D E S I G N 2 In st r u ctor C H R I S T I N E G E O R G E Ke y word N O S TA L G I C

Celebrating the hometown values of a local favorite. Jilbertâ&#x20AC;&#x2122;s is a staple in every home in the Upper Peninsula of Michigan. From their milk to their ice cream, people know to ask for it by name. When the family run company was purchased by a larger corporation, there was concern that the roots of the company would begin to fade away and it would become a more corporate operation. Facebook groups were even created, protesting any changes to the brand they grew up with. This special edition packaging is first meant to mark the anniversary of the company. But the underlying message serves as a reminder of the companyâ&#x20AC;&#x2122;s, and an assurance that it will retain its traditional values. The glass bottles and retro logo were inspired by what the company had done in the past and are meant to inspire hope in the productâ&#x20AC;&#x2122;s future.

05 JILBERT S P E C I A L E D I T I O N M I L K PAC K AG I N G

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Ti tle A LO I S A L Z H E I M E R ’ S M E D I C AT I O N Project P H A R M A C E U T I C A L PA C K A G I N G Cl a ss PA C K A G E D E S I G N 3 In st r u ctor TO M M c N U LT Y Ke y word s C A R I N G , M O D E R N

A modern solution for early-onset Alzheimer’s treatment. Alzheimer’s is largely marketed as a disease affecting the elderly. While it’s true the majority of those diagnosed are seniors, 5-10% of patients develop the disease before they turn 65, classified as early-onset Alzheimer’s. Other products wouldn’t target middle aged adults the same way as seniors, so why should Alzheimer’s medication? This project allowed us to pick any condition and create pharmaceutical packaging for it. Having a family member that was diagnosed with the disease at 55 (pictured, right), I was eager to create a solution that addressed the unique problems of this disease. My first objective was to create an overall look and feel that felt modern and young (compared to the competitors), while remaining trustworthy. I also wanted to keep the system from looking too medical and clinical, so that children in these households were less alarmed by it. The ultimate goal was to help patients and caretakers. The tiered system of dispensing mechanisms ranges from a simple dated blister pack, to a timed dose dispenser, to a light-up dispensing appliance and remote reminder light.

06 ALOIS A L Z H E I M E R ’ S PAC K AG I N G

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Ti tle A N T H R O P O LO G I E PA I N T Project PA I N T PA C K A G I N G Cl a ss PA C K A G E D E S I G N 2 In st r u ctor C H R I S T I N E G E O R G E Ke y word E C L E C T I C

Now your home has something nice to wear, too. Walk into an Anthropologie store and it’s hard to leave without being inspired. You can hear shoppers asking, “Why can’t my house look like this?” as they look in awe at the unique decor. These very shoppers are who the Anthropologie paint line is created for. Using the established aesthetic of the company, this project extended the clothing and home accessory retailer into a whole new market. The design is meant to be tactile and warm to separate itself from its glossy, sterile competitors. The use of fabric textures, collages, and a unique copper can is meant to attract the modern, female, do-it-yourself shopper who is looking to bring a little bit of the store she loves into her home.

07 ANTHROPOLOGIE PA I N T PAC K AG I N G

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Ti tle A E R O S TO R E Project S TO R E C O N C E P T Cl a ss PA C K A G E D E S I G N 4 In st r u ctor M I C H A E L O S B O R N E Ke y word S M A R T

What if Target created a new, higher price point store? Target customers know to “expect more, pay less.” But what if you utilize Target’s smart design thinking and eliminate the constraints of pay less? You get Aero. Aero is a hypothetical store created by Target to compete with brands like Williams-Sonoma and Crate and Barrel targeting a more upscale market. In Michael Osborne’s Package Design 4 class we had the challenge of taking this idea and running with it. We had the opportunity to build this brand from scratch with only one rule: it had to be good. We established a target audience, created our vision for the store, determined categories, chose products and built the brands from the ground up. It was truly a learning experience that extended beyond just the design of the packaging. In June of 2011 I was honored to represent my group and present this project on the main stage of The Dieline Conference in Chicago alongside Michael.

08 AERO STORE CONCEPT

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Store brand carrying performance,

Favorite regional products and

home and office products.

recipes from across the country.

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RELIABLE, MODERN, UNIQUE

FA M I L I A R , Q U I R K Y, A M E R I C A N A , LO C A L

Unique products tailored to each

Gourmet food products and fresh

stage of you and your familyâ&#x20AC;&#x2122;s life.

ingredients of the highest quality.

Ke y word s

C O O R D I N AT E D , S I M P L E , H I G H E N D

G O U R M E T, Q U A L I T Y, WA R M , A U T H E N T I C

Ti tle A E R O S TO R E B R A N D Project A E R O S TO R E Cl a ss PA C K A G E D E S I G N 4 In st r u ctor M I C H A E L O S B O R N E Ke y word M O D E R N

Everyday essentials that arenâ&#x20AC;&#x2122;t so everyday. When creating a store like Aero, the store brand must maintain a smart design and modern edge that meets the standards of the store. There is no place for a socalled generic brand here. Aeroâ&#x20AC;&#x2122;s store brand extends across the categories of performance products, kitchenware, home goods and office supplies. Each category has its own unique color scheme and set of rules, but each remains unmistakably Aero. None of these products need to be hidden under the sink or in a drawer. Each are designed to be sophisticated enough to be left out on a counter or desk.

8.1 STORE BRAND AERO STORE BRAND

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Ti tle YO U A R E H E R E Project A E R O S TO R E Cl a ss PA C K A G E D E S I G N 4 In st r u ctor M I C H A E L O S B O R N E Ke y word A M E R I C A N A

Unique regional favorites, no matter where you may be. Being from the Midwest, I have seen my fair share of regional specialty foods. When I moved to California, there were a number of favorites from home that I was missing, but I also was introduced to a whole new selection of regional favorites. These familiar tastes of home, and an interest in new culinary discoveries, are the inspiration for You Are Here, a private label brand endorsed by Aero. Each region has a unique look and feel that reflects the personality of the area. Not surprisingly, I had a particularly fun time working on the packaging for the Midwest line. We used vintage signage from barns, grocery stores, movie theaters and bars in the Midwest as the inspiration. Copy writing provided an opportunity to further incorporate the personality of the region. A couple of calls home provided more than enough material to utilize. Even the typically unassuming nutrition panel got a dash of personality by titling the ingredients with the familiar â&#x20AC;&#x153;Ya-Gatch-Ur.â&#x20AC;?

8.2 YOU ARE HERE P R I VAT E L A B E L E N D O R S E D B R A N D

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Title A E R O | YO U A R E H E R E

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MIDWEST

WEST COAST

EAST COAST

SOUTHWEST

SOUTH

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DIRECTIONS Keep pizza frozen until ready to bake Preheat oven to 400 degrees Remove plastic covering and place on center rack of oven in provided pan. Bake 40-45 Minutes or until edges of crust are golden. Remove from oven and let cool for 3-5 minutes Cut pizza with a long serated knife (not a pizza cutter). Refrigerate any leftovers and use within 48 hours.

The deep-dish pizza’s of Chicago are not for the faint of heart. The thick crust and toppings layered two inches deep are sure to fill you up. This style of pizza was made popular in Chicago the 1940’s and couldn’t get further from a traditional Italian style pizza. It’s crust is both soft and crispy thanks to the baking process and specially formulated dough. “Da Works” is topped with the preferred ingredients of Chicago pizza purists, just about everything!

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Ti tle N O W N E X T Project A E R O S TO R E Cl a ss PA C K A G E D E S I G N 4 In st r u ctor M I C H A E L O S B O R N E Ke y word s P R E P P Y | M A S C U L I N E | M O D E R N

One brand for today, tomorrow, & whatever comes next. Currently in Target much attention is given to products catering to one life stage in particular, the college student. Each year a line of affordable dorm gear and college focused products provides a one stop shop for everything that is needed for this demographic. Now Next is Aeroâ&#x20AC;&#x2122;s own life stage brand. It provides products specifically selected for the stages of its target audience. This not only provides a convenient shopping experience for the customers in each category, it also serves as an easy gifting destination. New Baby, Bachelor, and New Home were the sections that we focused on. They each have their own distinct feeling that reflects the stage they are intended for. Bachelor uses wood grain and rich colors to attract the successful gentleman who is looking to create a masculine, sophisticated home. New Home is the perfect wedding registry destination. It features modern accessories for a modern home. New Baby has everything that a sophisticated, preppy baby needs when entering the world. An owl character named Winston acts as the steward of the brand.

8.3 NOW NEXT P R I VAT E L A B E L B R A N D

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Ti tle A R T I S A N S Q U A R E Project A E R O S TO R E Cl a ss PA C K A G E D E S I G N 4 In st r u ctor M I C H A E L O S B O R N E Ke y word A U T H E N T I C

Where the Farmer’s Market meets innovation. San Francisco’s Ferry Building is a culinary mecca, featuring local farmers, chefs, and artisans, and served as an inspiration for Aero’s “Gourmet Destination” and private label brand Artisan Square. Artisan Square is a line of gourmet foods and ingredients that can be found in the Aero stores. The objective was to showcase the artisan, quality of the products while maintaining an upscale feeling. This brand provided a lot of opportunities for innovative packaging structures and new ideas. Dried herbs and spices are packaged in a box that also functions as a dispenser, while fresh herbs come in a package that encourages freshness even after opening. Chips and Dip come in a party-ready structure with a serving tray and dip in the lid. A premium subsection of this brand featuring hardto-find ingredients and top of the line products was treated in a more upscale manner.

8.4 ARTISAN SQUARE P R I VAT E L A B E L B R A N D

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QR codes provide customers with recommended pairings, tips, and recipes for each product. For example, cheeses are paired with complementary wines or crackers, recipes using the selected ingredient are suggested, or serving tools are recommended for specialty dishes. Codes can be scanned with a phone or at an in store kiosk.

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Class pictures define a year, identities define a brand. Pa ck a ge Des i g n 4 P E R E N N I A L Pa ck a ge Des i g n 4 A M U S E Id e n t i t y 2 B E I G E Id e n t i t y 1 B O N N E B E L L Id e n t i t y 1 M A R Q U E T T E G O L F C L U B G raph i c Des i g n 2 NIKE CATALYST Pa ck a ge Des i g n 2 BUENA VISTA Pr in t Des i g n 1 I N T E R S E C T Pa ck a ge Des i g n 1 M A R S H A L Lâ&#x20AC;&#x2122; S FA R M Pa ck a ge Des i g n 3 A LO I S Freel an ce D I V E R S E FA B R I C AT I O N Id e n t i t y 2 U S P O S TA L S E R V I C E

09 IDENTITIES COLLECTION OF LOGOS

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amuse

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GOLF CLUB

CATALYST

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GOLF CLUB

CATALYST

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THE

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HOME OF IRISH COFFEE

BUENA VISTA San Francisco, Ca

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THE

HOME OF IRISH COFFEE

BUENA VISTA San Francisco, Ca

M A R S H A L L’ S FA R M

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UNITED STATES POSTAL SERVICE

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UNITED STATES POSTAL SERVICE

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Who I am today is also thanks to those who have helped me along the way.

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I N S TR U C TO RS

I really have each and every instructor to thank, as each has helped me grow as a designer, but there are a few who have been particularly influential. M A RY SCOT T for inspiring, pushing and encouraging me consistently over the years, and particularly during this semester. M I C HA E L OS B O R N E , first for serving as a source of inspiration (whether you knew it or not!) throughout the last four years. For leading the course that brought everything together and pushed us all to our full potential. And of course for providing me with amazing opportunities that I will never forget. TO M M C N U LT Y for helping me grow as a designer, and all of your support through the years. DA R R E LL H AY D E N for keeping me on my toes, showing me the value in designing for projects

I am passionate about, and for nipping that nasty upspeak in the bud. C H R I S TI N E G EO RG E for introducing me to the world of packaging and creating a solid founda-

tion for me to build on. RO L A N D YO U N G for teaching me what it means to loosen up. H U NTE R WI M M E R for encouraging leadership and independence. N I CO LE FLO R E S

for showing me the importance of inspiration and helping me bring it all together. JAY GA N A D E N for introducing me to AIGA and networking and emphasizing its benefits. S U E ROWLE Y, NATHA N B E R N E M A N , A N D L AU R A WA LK E R for encouraging

leadership. M R TAY LO R for introducing me to art. M RS . H E RS H E Y and M R S . GA LLO for showing me what graphic design was. M R S C ROT T Y for teaching me how to present, but more importantly how to be a good person. M M E A M O for making me smile (then and now.) Merci! COWO R K E RS

I have been so very lucky to have had the “real world” guidance of many great designers already in my career. First, the Creative Services team at R IV E R B E D TEC H N O LO GY. Thank you for taking a nineteen-year-old under your wing, having faith in me, and making me a part of the family (oh, and for a little football talk, too.) The merchandising department at M A R TH A S TE WA R T LIVI N G O M N I M E D IA particularly SOYO U N G O H and J I LLIA N L A N G LO I S for letting me jump in and be a part of the team. It was

an experience I will never forget and wouldn’t trade for anything. Finally, the crew at M I C H A E L OS B O R N E D E S I G N for continuing to teach, guide, and inspire me. C L A S S M ATE S

My classmates have been a great help through the valuable critiques, the brainstorming, the inspiration and motivating me to keep up with all of you! TH R E E C H I C K S A N D A H E N (Sanna Luukka, Gina Chang and Caroline Saridewi, Aero Group Project) for the

late nights, hard work and dedication that was needed to pull that project off. AI GA S T U D E NT G RO U P LE A D E RS H I P for stepping up and taking the initiative to make the

group a success. Each of you helped to give the group a sustainable structure that I am confident will continue and grow for many years to come! FA M I LY

For allowing me to make your old haircuts, outfits, and a few compromising moments public in this book (particularly you, U N C LE TO M M Y ). M O M A N D DA D for always encouraging my creativity and big dreams and helping me achieve them. And Mom for your uncanny ability to spring into action and wield an exacto knife. G O O M I E for always being my biggest inspiration and motivator. G EO RG IA for your support throughout the years, and for proudly displaying my work (from day one.) C A S E Y, for allowing me to chase my dreams (and coming along for the ride) and putting up with all that comes with living with a graphic design student. TH E B E T TS’ for truly supporting me like my second family. Plus for the peanut butter bars. PATR I CIA for being you.

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Mod e r n He r i ta ge SENIOR PORTFOLIO

M O L LY W E B E R

Em a i l : M W @ M O L LY W E B E R . C O M Webs i te: W W W. M O L LY W E B E R . C O M Ph on e: 4 1 5 6 0 1 0 9 1 0 AC A D EM Y O F A RT U N IV ER S IT Y

Sch ool of G raph i c Des i g n 79 Ne w Mon tgom e r y St reet San Fran c i sco, C A 94 108 In st r u ctor M A R Y S C O T T CHAIR, SCHOOL OF GRAPHIC DESIGN

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Title T H A N K YO U

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Title T H A N K YO U