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SPECIAL RELATIVITY cristina rotundo / visual design portfolio
SPECIAL RELATIVITY Einstein’s Theory of Special Relativity explains that motion is relative to space and time within a frame of reference. To me, there are parallels that can be made between design and this theory. For a design to move or to have impact, there must be a relationship created between it, it’s environment and a cultural context. If these elements relate to each other successfully, an idea will be put into motion. Because of this, I feel graphic design is nothing less than a science. I have always been curious about how people interact with each other and with their environments. Designing has given me a reason to be even more inquisitive about how things are working around me.
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Every frame of reference I am asked to navigate and understand, I must be smart, and decipher what it is exactly that I need to focus on in order to make a design move. I must always consider how the core of my concept relates to what is important to the audience, to the environment and to the client. The work found in this book are my explorations of relationships created between the core elements within my design projects. Within each projects introduction, there is an image that represents the subject of the design within or interacting with colored circles which represents a frame of reference. All together, this portfolio is my own interpretation of special relativity. Enjoy!
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a.)
Designer
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Consumer
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Environment
c.)
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00. / introduction
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colophon /
Copyright Š 2010 All Rights Resreved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Cristina Rotundo. Cristina Rotundo Phone / 780-965-1111 Email / cristina.a.rotundo@gmail.com Web / www.cristinarotundo.com Academy of Art University 79 New Montgomery / San Francisco, CA Department Director / Mary Scott Course / Portfolio Seminar Instructor / Mary Scott Cover Stock, Case Bound / Arrestox BV-19990 Black Cover Stock, Perfect Bound / Arrestox BV-19990, Chip Board Text Stock / Neenah Environment 80lb Text 100% Recycled PC 100 White Smooth Digital Printer / H&H Imaging, San Francisco, CA Bindery / The Key Bindery, Oakland, CA Typefaces / Helvetica Neue, Adobe Garamond, URW Grotesk Software / Adobe Suite 4 Printer / Indigo Printer Camera / Canon Digital Rebel SLR Photography / Personal, Daniel Castro, Erdman Photography
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table of contents 01.
Burt’s Bees Redesigned
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02.
Ando Clock Design
026
03.
Casa del Patrón
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04
Bella & Daisy Dog Bakery
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05.1
Uninque Innovation
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05.2
Uninque Invitation
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06.
Ted Conference Promotion
078
07.
R3: No.2 Design Project
090
08.
Pantone Poster Promotion
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09.
Dulcet Paper Promotion
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10.1
Kmart Redesign
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10.2
Catherine & Sebastian
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10.3
c+s
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10.4
K Soleil
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10.5
Serendipity
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11.
New Orleans Jazz Festival
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12.
Logos
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00. / introduction
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project no. /
01.
redesigning burt’s bees
objective / Create a revitalized look for a company of your choice. This project will require a poster series of 3, a brochure and new logo.
solution / Focus on what bees are so important for, sex for flowers. Without this promiscuous relationship, a third of the food we love would not exist.
specs /
class name /
Print 3
instructor /
Roland young
field of reference / I had been curious for a while now about the well being of bees, especially in relation to the condition of the environment. How important are bees to us? Is it worth paying attention to their health? What could possibly happen if we are not informed about their role and importance within our lives? Burt’s Bees is a company with a long history around being directly connected with it’s natural resources. They are very nature oriented and concerned with being earth friendly. This was a brand that interested me and I felt I could create a refreshed, interpretation of the bee’s important role as a pollinator, and Burt’s Bees values and efforts to protect this creature while creating a successful brand.
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Brochure
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01. / burt’s bees redesign
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01. / burt’s bees redesign
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This revised Burt’s Bees logo is based around the shape of a bees face, which is shaped like a heart. Together, this logo represents both nature and love.
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01. / burt’s bees redesign
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02.
ANDO CLOCK DESIGN
objective / Design and manufacture a clock based around your choice of inspiration. Create packaging, and a logo to showcase and brand. solution / Create a clock design based on the architect, Tadao Ando’s and the architectural call outs that represent the characteristics of his designs.
specs /
class name /
Pack 3
instructor /
Tom McNulty
model maker /
California Model
field of reference / This project finally gave me the chance to learn more about one of my favorite architects. Tadao Ando’s architecture has an extraordinarily universal appeal. Using little more than concrete, glass, and wood, he manages to incorporate the ineffable forces of nature like sunlight, wind, and water into his designs. I designed this clock based around Ando’s minimal and majestic design, the “Space for Contemplation”, in UNESCO, Paris. Ando’s intention for this building is to create a space where people from around the world, of all races and religions can pray for peace. Essentially, this time piece represents a time for peace.
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02. / ando clock design
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ando clock design /
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02. / ando clock design
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The Ando clock tells time as the top section rotates clock wise. This clock can also be lit from within, making it a multi-material,multi-functional, multi-ambient design piece.
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02. / ando clock design
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03.
CASA DEL PATRÓN LINE
objective / Choose a brand name that you wouldn’t associate with home décor and appliances, and create a housewares line around it. solution / Develop a connection between the brand name, Patrón Tequila and houseware that will capture the consumers attention and loyalty.
specs /
class name /
Pack 3
instructor /
Tom McNulty
photography /
Erdman Photography
printing /
Plotnet
translator /
Avid Translation
field of reference / Through research, I became confident that there was a special connection that could be made between Patrón Tequila and the home. For instance, the blue agave—the plant used to make tequila—also provides sugar, syrup, edible flowers and fibers. Both agave and tequila can be used to cook and bake as well. Also, the Patrón factory is a massive hacienda, traditionally created as a rural, autonomous, social unit which would supply food, clothing and medical aid to it’s surrounding communities. Each item has a headline that references specific bar lingo that relates to each items function in a unique way. This approach maintains Patron’s sophistication and youthful feel in a way that is still fun and approachable. The line is also bilingual, having both English and Spanish content.
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03. / casa del pa tr贸n line
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04.
BELLA & DAISY DOG BAKERY
objective / Choose a local brand of your choice and redesign their logo and develop a revitalized packaging system suited for their business. solution / Create a modern, chic shopping experience through a revitalized packaging system, while maintaining the locations core values.
specs /
class name /
Pack 1
instructor /
Coco Qiu
field of reference / Over the last several years, pet clothing and amenities have grown into a multi-million dollar industry as people have become more inclined to pamper their pets like they would pamper themselves. Bella & Daisy’s Dog Bakery and Boutique, have been offering local, San Franciscans a location where they can access a full range of exclusive products and amenities such as high-end collars, coats and sweaters, fashionable carriers, books, aromatherapy, luxurious beds, and of course, their freshly baked treats ranging from savory to sweet, from bite-sized morsels to birthday cakes. All meticulously decorated to please your pet. Unfortunately, their identity system lacks the luster needed to represent the experience they truly offer. This revised identity and packaging system has infused a sense of couture and delicatessens into this local, family owned business.
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04. / bella & daisy dog baker y
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Bella+Daisie s A Dog Bakery & Boutique
doggie mints 100
mints
doggie mints
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mints
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05.1
A UNINQUE INNOVATION
objective / Develop an imaginary invention that help make the world a better place and design a logo and brochure to advertise your invention. solution / Create a logo, stationery system and brochure that successfully informs and represents this innovation, the “Uninque Reprinter”.
specs /
class name /
Graphic Design 2
instructor /
Max Spector
field of reference / Uninque Reprinter is home or office device which allows it’s owner to print and reprint on all new and used papers by clearing off all previously printed materials. This innovation can bring about a new revolution in how we can personally take control of our own paper waste and environmental foot print in a simple and effective way. The logo is a simple and effective representation of this product. The “U” graphically shows ink rising of a surface to reveal a clean, white, reusable material underneath. The brochure is designed to look like an ink cartridge package, which can be displayed among related competitor's products in a clever and enticing way. People will notice the slight similarity and will be attracted to learn about what it actually is.
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05.1 / a uninque innova tion
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05.2
A UNINQUE INVITATION
objective / Develop a promotional event for your innovation, sponsored by a paper company with event invitation, poster, and take-away gift. solution / Sponsored by French Paper Company, created the event based around a train ride across the French country side with wine tours and tasting.
specs /
class name /
Graphic Design 2
instructor /
Max Spector
field of reference / Because this innovation could be viewed as a threat to business for paper companies in general, I decided to choose the French Paper Company as my sponsor, due to the fact that they also have a wide variety of patterned, illustrated and decorative papers that represent the larger part of their identity and business. They will not have to worry about loosing money to Uninque’s capabilities. People will always need new decorative papers. Even though the French Paper Company is not “French”, I thought I would base my promotional event around a unique train ride across the French country side. On this trip, people will get to learn about the Uninque Reprinter while enjoying scenic wine tasting and dining. People will receive a package that includes a passport with event info and a train ticket invitation. They will also be given a wine aroma kit take-away as a gift.
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a.) Event Invitation b.) Event Poster c.)
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Event Take Away
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a uninque innovation /
075
Each tiny vial in the wine aroma kit contains a unique scent that you must train your nose to recognize. This will allow you to sense these different aromas within different wines.
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06.
TED CONFERENCE BROCHURE
objective / Select a TED Conference video of your choice and create a brochure and 3 posters promoting the importance of this talk. solution / Focus on creating strong, comprehensive, information graphics and imagery to best communicate Paul Stamet’s mycelium research.
specs /
class name /
Print 2
instructor /
Megumi Kiyama
field of reference / For this assignment, I was to research a TED video clip and came across the video, “6 Ways Mushrooms Can Help Save the Earth”, by Paul Stamets and was hooked by the message immediately. I will never look at mushrooms the same way again! The focus of mycologist, Paul Stamets’ research is the northwest’s native fungal genome, mycelium. The activities of mycelium help heal and steer ecosystems on their evolutionary path, cycling nutrients through the food chain. Fungi are keystone species that create ever thickening layers of soils, which allow future plant and animal generations to flourish. Without fungi, all of the earth’s ecosystems would fail. He believes that mushrooms can save our lives, restore our ecosystems and transform other worlds. In this brochure, I attempt to promote and communicate his message through strong info graphics and iconic imagery.
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a.) Brochure b.) Posters (3x)
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07.
r3: no.2 design project
objective / Consider a product you would use daily or purchase regularly and rethink how the product could be redesigned to be more eco-friendly. solution / Consider manure as a abundant material that can be pressed into clean, functional, modern furniture with a cradle to cradle lifecycle.
specs /
class name /
Print 4
instructor /
Tom Sieu
printer /
H&H Imaging
book binder /
The Key Bindery
field of reference / I was inspired by a product called the cow pot, which is a plant pot made from pressed manure. I considered other ways to utilize this method and thought, why not manufacture furniture this way, similar to cork, or wood chips. This furniture would be cleaner and safer to have in your home than most furniture people currently own. It is durable, local and modern and can essentially be thrown away into your garden when it has reached the end of it's life span. The pressed material is the by-product of manure being heated and broken down for methane production. So, besides being a method of offsetting the effects of mass cattle ranching on the environment, it also encourages the use of alternative energy.
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Product Design
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This chart visually demonstrates how no.2 furniture has a cradle to cradle lifecycle, that bennifits both the consumer, the manufacturer, the cow and the environment.
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MIXER
GAS OUTFLOW
BIOGAS ZONE
WASTE INFLOW WASTE OUTFLOW
LIQUID ZONE
SLURRY ZONE
MIXING ZONE
SLURRY PIPE
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08.
Pantone promotion
objective / Design a unique promotional poster series of 3 for Pantone using a limited color pallet of Pantone colors to showcase color quality. solution / Create 3 colorful characters that represent sweets based around a Japanese inspired advertising esthetic and vector illustration style.
specs /
class name /
Print 2
instructor /
Megumi Kiyama
printer /
Plotnet
field of reference / The Pantone matching system (PMS), is the definitive international reference for selecting, specifying, matching and controlling ink colors. The idea behind the PMS is to allow designers to ‘color match’ specific colors when a design enters production stage. The purpose of this promotional poster series is to showcase the quality, vibrance and the possibilities available to you when using Pantone. Inspiration that came to mind that reminded me of multi-colored, vibrance was the packaging of sweets and Japanese advertising esthetics and illustration styles. The 3 characters I chose to create are based around these inspirations and are meant to make a connection between how flavorful and powerful Pantone colors can be, and the endless creative possibilities they offer.
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09.
Dulcet paper promotion
objective / Choose a paper line and create a booklet advertising the qualities and uniqueness of the paper through a visual story or info and graphics. solution / Create a visual story around the Dulcet Paper line and the definition of "Sensoria" and how they relate to eachother.
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class name /
T ypography 3
instructor /
Ariel Grey
field of reference / “Sensoria”, is the title of the promotional booklet I developed to showcase the Dulcet Paper Line in a more involved and abstract way. The word dulcet is an adjective that describes something that is pleasing to the senses. The word sensoria seemed to be the perfect title for the book, setting the stage for how I would develop the content. The term sensorium [plural: sensoria] refers to the sum of an organism’s perception, or, the “seat of sensation”, where it experiences and interprets the environments within which it lives. These include the sensation, perception, and interpretation of information about the world by senses and perceptual systems. “Sensoria”, is an expression of the importance of being present in the moment. It is an exploration of our perception of what is naturally beautiful and an examination of the five senses. Dulcet paper line can be the vehicle for this heightened appreciation to be experienced through print.
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Promotional Item
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project no. /
10.1 kmart redesign
objective / Redesign Kmart’s packaging by developing a revitalized and refocused branding system that would exceed Target’s own system. solution / Design a 2 tiered “house of brands” system for Kmart, establishing them as the destination most preferred by customers.
specs /
class name /
Pack 4
instructor /
Michael Osborne
design team /
Cristina Rotundo Maya Ostrander Nicole Berman Juancarlos Henriquez Woorim Choi
field of reference / Kmart is a chain of discount department stores in the United States. Though Kmart holds the spot for the third largest discount store chain in the world, behind Target and Walmart, it has been struggling to address the current demands of the American consumer and to keep up with it’s competitors. Our group’s mission was to establish Kmart as the destination most preferred by customers. Kmart needs to focus on design that connects with it’s demographic on a psychological and emotional level. Kmart also needs to communicate quality and sophistication through strong product design and establish a deep brand identity throughout it’s locations. This has included building a sound 2 tiered “house of brands” with striking, unique brands names and fresh packaging that surpasses the standards set by it’s competition. Kmart’s new design purpose is to satisfy a need, simplify it’s customer’s lives, and make them feel good.
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Kmart Design Mission
Kmart Target Audience
· Create a “House of Brands” made up
· 8-45 years of age
VALUE
Catherine & Sebastian
COMFORT + SMART + RELIABLE
c+s
RELIABLE + VALUE + SMART
K Soleil
SMART + HEALTHY + VALUE
Serendipity
HEALTHY + COMFORT + VALUE
SMART of 4 private lines that will strengthen
· Young women / Mothers / Wives
Kmart’s identity
· Families with young children
· Create strong, cohesive packaging design that will add value to the consumers shopping experience · Attract a younger consumer base · Fusion of Whole Foods, Target and Anthropologie
HEALTHY
· Affluent people who appreciate quality but who are price concious · Ethnic
COMFORT
· People who want a one stop shopping experience for name brands that are cost effective
Catherine & Sebastian · home · food · pets
RELIABLE
c+s · clothing · accessories · food
Each tier will reflect an element of Kmart's history brought back to life through the design objectives listed above. Tier 1: “Catherine & Sebastian”, a higher end line dedicated to kmart’s founding couple, and c+s, Catherine & Sebastian’s children’s line. Tier 2: “K Soleil”, our Blue Light special line providing everyday, eco friendly products at affordable prices, and “Serendipity”, an affordable Kmart bath and body products line.
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Catherine & Sebastian
c+s
K Soleil
Serendipity
A premium line of Home, Food, and Pet
A premium line of children Food, Clothing
Kmart’s eco friendly, organic and local
A line of beauty and body products that
products offering higher end comforts with
and Accessories offering value for the
Home, Food, and Pet line offering the
offer the consumer quality results through
reliability through smart design and quality.
parent though reliable quality and design.
consumer a smart, healthier, unprocessed
healthy, beautifying, formulas and higher
alternative at an affordable price point.
end comforts at an affordable price.
Visual Tool Box:
Visual Tool Box:
TIER 1
TIER 1
Visual Tool Box:
TIER 2
Visual Tool Box:
· elegant patterns
· old, cartoon illustrations
· bold, san serifs
· clean + simple graphics
· photography
· bright colors
· info graphics
· geometric
· bold, ornate typefaces
· cloth + buttons
· bold shapes / illustrations
· strips + bars
· customized pattern system
· second use
· one / two color
· san serifs
· handmade typeface
· unprocessed cardboard, craft paper
· photography
K Soleil · food · pets · home
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TIER 2
Serendipity · body · bath · beauty
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project no. /
10.2
Catherine & Sebastian
objective / Redesign Kmart’s packaging by developing a revitalized and refocused branding system that would exceed Target’s own system. solution / Create a premium line of home, food and pet products offering higher end, reliable comforts through smart design and quality.
specs /
class name /
Pack 4
instructor /
Michael Osborne
printer /
Plotnet
photography /
Daniel Castro
field of reference / Sebastian Spering Kresge began his legacy with a handful of small stores called Kresge’s Five and Dime. Through profitable business practices, Sebastian went on to form this well-known retail company, Kmart. Sebastian Spering Kresge was born July 31, 1867 to Sebastian and Catherine (Kunkle) Kresge. His strong Pennsylvania Dutch upbringing of a belief in hard work, and thrift was inspiration for us to create a premium line that offers higher end, reliable comforts through smart design and quality to hard working people all over the country who deserve to spoil themselves at an affordable price. Catherine & Sebastian is this line, dedicated to Kmart’s traditions of thrift, while looking forward towards a more modern, luxurious product and design experience.
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project no. /
10.3
c+s children’s line
objective / Redesign Kmart’s packaging by developing a revitalized and refocused branding system that would exceed Target’s own system. solution / Create a premium line of children’s food, accessories and clothing, which offers value to the parent through reliable quality and design.
specs /
class name /
Pack 4
instructor /
Michael Osborne
model maker /
California Model
field of reference / c+s is Kmart’s premium children’s line inspired by the quality and luxury of Catherine & Sebastian. Through research, we determined that, though Kmart might believe they are targeting the young female shopper with children, it has lost site of it’s demographic and are actually targeting 55+, low income persons. While Kmart should focus on catering to their current clients, they should be focusing on recovering their original demographic and capturing new shoppers for the future. c+s is designed to appeal to these families with young children, specifically, young mothers, who want a one stop shopping “experience” for name brands that are cost effective for their families. c+s is also designed to attract the more affluent consumer who appreciates quality, but who are also price conscious.
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10.4
K soleil organic line
objective / Redesign Kmart’s packaging by developing a revitalized and refocused branding system that would exceed Target’s own system. solution / Create an eco friendly, and organic home, food, and pet line for Kmart that offers a smart, healthy, alternative at an affordable price point.
specs /
class name /
Pack 4
instructor /
Michael Osborne
printer /
Plotnet
photography /
Daniel Castro
field of reference / Kmart became well known for it’s “Blue Light Specials” back in the early 90’s. They occurred at surprise moments when a store worker would light up a mobile police light and offer a discount in a specific department of the store. We recognized the value in the strong connection people made between the “Blue Light Special”, Kmart and savings, and wanted to expand this idea into Kmart’s own private line, K Soleil. This line would offer organic, eco-friendly, home items at “Blue Light Special” prices, always. The name “Soleil”, means sun in french, and this to us, was a way of thinking of “light” in a different way. The sun is a representation of all things natural and of the most powerful source of light. This would represent Kmart’s new, “special” light and the new Kmart.
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project no. /
10.5
serendipity bath & body
objective / Redesign Kmart’s packaging by developing a revitalized and refocused branding system that would exceed Target’s own system. solution / Create a line of bath and body products that offers healthy, beautifying formulas and higher end comforts at affordable prices
specs /
class name /
Pack 4
instructor /
Michael Osborne
model maker /
Gemmeti Model Art
photography /
Daniel Castro
field of reference / The word serendipity can be described as having a talent for making fortunate discoveries while searching for other things. “Serendipity” to us, represents a line of luxurious Kmart bath and body products that consumers would never expect to come across in a Kmart, but would feel fortunate in discovering it. Because we wanted to target a younger, female audience, we create a line such as this within Kmart’s own salon and spa. Women would have the opportunity to pamper themselves while purchasing their day to day necessities at an affordable price, further enhancing the new Kmart shopping experience. We also wanted to stress a very gender neutral feel along with Spanish translations to create a sense of inclusiveness and appreciation towards their minority consumers.
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Display
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project no. /
11.
New orleans Jazz festival
objective / Create a revitalized identity and look for a festival of your choice and design a new logo, event poster and promotional item. solution / Design a fresh, iconic identity for the New Orleans Jazz Festival, while maintaining a feel of tradition that identifies with all generations.
specs /
class name /
Identity 2
instructor /
Dean Wilcox
field of reference / According to the official New Orleans Jazz Fest website, “From the very beginning, the New Orleans Jazz & Heritage Festival was envisioned as an important event that would have great cultural significance and popular appeal. The Festival is the culmination of years of discussions and efforts by city leaders who wanted to create an event worthy of the city’s legacy as the birthplace of jazz.” Because of this, it was very important for me to convey this sense of pride and culture. I graphically represented this by creating a vibrant and vibrating, colorful and organic emotion through the hand drawn trumpet and sound waves. It was also necessary to update the look of the current event identity while maintaining traditional symbols of jazz, such as the trumpet. Overall, I wanted the composition to evoke an uplifting, inviting, and iconic feel.
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Promotional Item
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JAZ
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E R I TA G E F E S T Z& H I VA L
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RED H OT SAUCE NET WT. 18oz. (510g)
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NE W O RLEA NS
& F E S TIV A L
J A ZZ HE RI TA G E
JA ZZ
& H E R I TA G E F E S T I VA L
336 Camp Street ste 250 New Orleans, LA 70130 (504) 410-4100
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April 23- May 2 2010
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project no. /
12.
logo collection
objective / All identities require marks that communicate the name, personality and value of the person, company or place. solution / Through thorough research and understanding of a subject's identity, create a logo that will represent it in the most effective way.
specs /
class name /
Various
instructor /
Various
field of reference / This section is a collection of some of my strongest logos created over the term of my degree. They are presented in both black and white and in color. Each was developed through extensive research and acquired appreciation for my “client�. They are all the back bone of every identity, so therefore, must represent exactly what the client is all about in the simplest, boldest, most honest and effective way possible.
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acknowledgments /
thank you Family / To my loving mother Maria Gardella, father Sal Rotundo, boyfriend Steve Javiel, sister Angela, grandparents Angelo and Anna Scozzafava, and step father David Gardella. Faculty / To Mary Scott, Roland Young, Sue Rowely, Michael Osborne, Tom McNulty, Max Spector, Laura Milton, Chris Rolik, Carolyn Meyer, Nathan Berneman. Friends / To Peter Jan Synak, Jessica Willkens, Maya Ostrander, Nicole Berman, Jayde Cardinalli, Derek Smith, Maria Janosko, Eric Carnes, Caitlyn Gibbons, Rika Putri. Services / Plotnet, Califonia Model, H&H Imaging, The Key Bindery, Alexanders Book Store, Patricks & Co., Amazon, Flax, Kelly Paper, Paper Source, Daniel Castro, Erdman Photography,
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