naomi hoag : uncover
naomi hoag : uncover
n ao mi hoag : d es ig n por tfol i o Academy of Art University
SCHO OL :
School of Graphic Design 79 New Montgomery San Francisco, CA, USA DE PARTM E NT DI R ECTOR :
I N STR U CTOR : STU DE NT :
Mary Scott
Naomi Hoag
naomi@naomihoag.com
E MAI L : P HON E : WEB :
Mary Scott
Portfolio Seminar
C OU R S E :
949 466 4510
naomihoag.com
TITLE :
Uncover
CAM E RA :
Canon EOS-1 D5
P HOTO G RAP HY :
Naomi Hoag,
David Scott, Sunny Lee, Pongpat Chirakiti, Collin Fry, Paul Capili P R I NTE R :
Blurb
TE XT STO CK : T YP E FACE S :
Proline Matte Berthold Akzidenz
Grotesk, Elementa, Numbers SOF T WAR E :
Adobe Creative Suite 5.5
C OPYR I G HT Š 20 12 :
All rights reserved.
No part of this publication may be reproduced without express permission from Naomi Hoag.
TITLE :
C O N C E PT
“The important thing is not to stop questioning. Curiosity has its own reason for existing.” ALBERT EINSTEIN
Curiosity is essential to my pursuit of design. My goals for each assignment presented is to be inquisitive and understand the way various elements work as a whole, piecing together seemingly disconnected bits of information in order to uncover the next idea. Research leads the searcher on a journey, delving deeper into the central idea of a subject that we aim to communicate. The works found in this book represent my process of uncovering the ideas and
:4/5
stories of my “clients.”
I N STR UCTOR : M A RY S COT T
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EN I O R P O R T FO LI O
0 1 2 3 4 5 6 7
: uncover
I N STR UCTOR : M A RY S COT T
P ROJ ECT : S EN I O R P O R T FO LI O
0 1 2 3 4 5 6 7
:6/7
: uncover
TITLE :
S U B J ECTS U N C OVE R E D
01
LI F E M A N AG E M E N T : 8
02
E S S E N C E O F B E AU T Y : 28
03
M I N DI NG M A N N E R S : 44
04
S E E I NG R E D : 58
05
L A N G UAG E , C U LT U R E , T Y P E : 8 0
06
J C P R E D E S I G N : 92
06.1
J O U R N E Y T H R O U G H C O LO R : 9 8
06.2
I S L A N D F E V E R : 112
06.3
D O N ’ T C RY F O R M E : 126
06.4
B E NCH E D : 13 8
06.5
LI T E R A RY E N GAG E M E N T : 150
nao mi h oag : d es ign por tfol io
07
S E LE CT E D I D E N T I T I E S : 162
TITLE :
LI F E M ANAG E M E NT
“A designer is an emerging synthesis of artist, inventor, mechanic, objective economist and evolutionary strategist.” BU CK MINSTER F U LLER
CATEGORY :
Identity/print
standards guide
OBJ ECTIVE :
DE LIVE RAB LE S :
T YP E FACE S :
Brand
minion, ff din
To create a revitalized brand for
Waste Management.
SOLUTI ON :
The success of Waste
Management is reliant on the awareness and involvement of the public to pursue good recycling habits in their daily routine. The rebrand introduces new technology and innovation of the industry, and applications that have a focus on public accessibility. A new, friendlier logo mark that could be flexible in a multitude of applications was created, as well as an overhaul of various direct to
:8/9
consumer applications.
I N STR UCTOR : TO D D H ED GEP E T H
nao mi h oag : d es ign por tfol io
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
: 10 / 11 10 I N STR UCTOR : TO D D H ED GEP E T H
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 12 / 13 I N STR UCTOR : TO D D H ED GEP E T H
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 14 / 15 I N STR UCTOR : TO D D H ED GEP E T H
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 16 / 17 I N STR UCTOR : TO D D H ED GEP E T H
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 18 / 19 I N STR UCTOR : TO D D H ED GEP E T H
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 20 / 21
I N STR UCTOR : TO D D H ED GEP E T H
nao mi h oag : d es ign por tfol io
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
: 22 / 23 I N STR UCTOR : TO D D H ED GEP E T H
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 24 / 25 I N STR UCTOR : TO D D H ED GEP E T H
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
I N ST R UCTOR : TO D D H ED GEP E T H
nao mi h oag : d es ign por tfol io
P ROJ ECT : LI F E M A N AGEM EN T
UNCOVER
: 26 / 27 I N STR UCTOR : TO D D H ED GEP E T H
P ROJ ECT : LI F E M A N AGEM EN T
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 28 / 29 I N STR UCTOR : T H O M AS M CN U LT Y
P ROJ ECT : ES S EN CE O F B E AU T Y
1 2 3 4 5 6 7
: uncover
TITLE :
E S S E N C E O F B E AU T Y
“Who looks outside, dreams; who looks inside, awakes.” CAR L JU NG
CATEGORY :
Packaging
DE LIVE RAB LE S :
bottles and display
OBJ ECTIVE :
T YP E FACE S :
Skin care Requium, Verlag
Create a skin care line from an
existing company, nonaffiliated with skin care products.
SOLUTION :
The Guggenheim museum
nao mi h oag : d es ign por tfol io
has housed art and ideals of beauty, its iconic architecture being what first mesmerizes the visitors. The structures created use the shape of the building for another purpose, simply and functionally.
: 30 / 31 I N STR UCTOR : T H O M AS M CN U LT Y
P ROJ ECT : ES S EN CE O F B E AU T Y
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 32 / 33
I N STR UCTOR : T H O M AS M CN U LT Y
nao mi h oag : d es ign por tfol io
P ROJ ECT : ES S EN CE O F B E AU T Y
1 2 3 4 5 6 7
: uncover
: 34 / 35 I N STR UCTOR : T H O M AS M CN U LT Y
P ROJ ECT : ES S EN CE O F B E AU T Y
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 36 / 37
I N STR UCTOR : T H O M AS M CN U LT Y
nao mi h oag : d es ign por tfol io
P ROJ ECT : ES S EN CE O F B E AU T Y
1 2 3 4 5 6 7
: uncover
: 38 / 39 I N STR UCTOR : T H O M AS M CN U LT Y
P ROJ ECT : ES S EN CE O F B E AU T Y
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 40 / 41 I N STR UCTOR : T H O M AS M CN U LT Y
P ROJ ECT : ES S EN CE O F B E AU T Y
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 42 / 43
I N STR UCTOR : T H O M AS M CN U LT Y
nao mi h oag : d es ign por tfol io
P ROJ ECT : ES S EN CE O F B E AU T Y
1 2 3 4 5 6 7
: uncover
: 44 / 45 I N STR UCTOR : J EN N Y J I
P ROJ ECT : M I N D I N G M A N N ERS
1 2 3 4 5 6 7
: uncover
TITLE :
M I N DI NG MAN N E RS
“Design originates in society. The essence of design lies in the process of discovering a problem shared by many people and trying to solve it.” K ENYA HAR A
CATEGORY :
Identity/print/web
DE LIVE RAB LE S :
Game
board, Transfer tickets, website, Ipad app T YP E FACE S :
OBJ ECTIVE :
Tungsten, Forza, Vitesse Create a comprehensive awareness
campaign of a subject of choice.
SOLUTION :
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The campaign focused on reviving manners on San Francisco’s Municipal Transportation Agency (Muni). The plan was to create a way for the community to be involved in improving their muni experience. Placing polls on muni transfers, QR codes to access poll results, or vote online. A board game was created as an application for children and families to learn social etiquette in a friendly, engaging way.
: 46 / 47 I N STR UCTOR : J EN N Y J I
P ROJ ECT : M I N D I N G M A N N ERS
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 48 / 49
I N STR UCTOR : J EN N I J I
nao mi h oag : d es ign por tfol io
P ROJ ECT : M I N D I N G M A N N ERS
1 2 3 4 5 6 7
: uncover
: 50 / 51 I N STR UCTOR : J EN N Y J I
P ROJ ECT : M I N D I N G M A N N ERS
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
TODAY’S SURVEY Do you acknowledge the driver?
RESULTS W E E K O F M A Y 1 7, 2 0 1 0 Number 1 thing that bothers riders:
I say Hi when I board. If they’re close enough. Every time. Embarrassing but no.
30% MUSIC FROM HEADPHONES
74% 10%
: 52 / 53
VOTE NOW
SMELLY/MESSY FOOD
20% FARE EVADERS
40% LOUD TALKING ON CELL PHONES
I N STR UCTOR : J EN N I J I
nao mi h oag : d es ign por tfol io
P ROJ ECT : M I N D I N G M A N N ERS
1 2 3 4 5 6 7
: uncover
: 54 / 55
AM
AM 6
9
6
9
6
PM
12
PM
12
PM P ROJ ECT : M I N D I N G M A N N ERS
AM
I N STR UCTOR : J EN N I J I
9
1 2 3 4 5 6 7
nao mi h oag : d es ign por tfol io
: uncover
12
3
3
3
: 56 / 57 I N STR UCTOR : J EN N Y J I
P ROJ ECT : M I N D I N G M A N N ERS
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
TITLE :
SEEING RED
“What we do for ourselves dies with us. What we do for others and the world, remains and is immortal.” ALBERT EINSTEIN
CATEGORY :
Print, Info graphics
T YP E FACE S :
DE LI VE RAB LE S :
Book
Adobe Jenson, Vitesse
OBJ ECTIVE :
Create a informative book on Marxism.
SOLUTION :
Through photography and info graphics,
the complex world of Marxism is explored. The interrelations of various figures of Marxist ideologies are followed, families of thought
: 58 / 59
divided, and their connections divulged.
I N STR UCTOR : L AU R A M I LTO N
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
: 60 / 61
I N STR UCTOR : L AU R A M I LTO N
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
: 62 / 63
I N STR UCTOR : L AU R A M I LTO N
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
: 64 / 65
I N STR UCTOR : L AU R A M I LTO N
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
: 66 / 67 I N STR UCTOR : L AU R A M I LTO N
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 68 / 69
I N STR UCTOR : L AU R A M I LTO N
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
: uncover
G.W.F. Hegel 1770–1831
Ludwig Feuerbach 1804–1872
Political Economists Immanuel Kant 1724–1804
German Philosophy
can Social Theorist
Charles Darwin 1809–1882 English Naturalist
1 2 3 4 5 6 7
Adam Smith 1723–1790
David Ricardo 1772–1823
Jame 189
German Economist
KARL MARX 1818 –1883
British Political Economists
Lewis H. Morgan 1818–1881
KARL MARX 1818 –1883 Greek Philosophers
Aristotle 384 BC – 322 BC Epicurus 341 BCE – 270 BCE
FRIEDRICH ENGELS 1820–1895 French Social Theorists
Greek Philosophers
Vla 18
FRI
: 70 / 71
I N STR UCTOR : L AU R A M I LTO N
P ROJ ECT : S EEI N G RED
American Social Theorist
Charles Fourier 1772–1837
Louis Blanc 1811–1882
Jean-Jacques Rousseau 1712–1778
Pierre-Joseph Proudhon 1809–1865
Jo 18
Leon Trotsky 1879–1940
Georgi Plekhanov 1857 – 1918
George Novack 1905–1992
James Connolly 1868 – 1916
Rosa Luxemburg 1871 – 1919
Second International
Trotskyism
es Cannon 90–1974
Paul Lafargue 1842 – 1911
Herbert Marcuse 1898 – 1979
Jean-Paul Sartre 1905 – 1980
Western Marxism
First International
György Luká 1885 – 197
August Bebel 1840 – 1913 The Bolsheviks
Black Liberation
nao mi h oag : d es ign por tfol io
adimir Lenin 1870 – 1924 Alexandra Kollontai 1872 – 1952
The Comintern (The Communist International)
oseph Stalin 878 – 1953
Maoism
John Brown 1800 – 1859
Malcom X 1925 – 1965
Antonio Gramsci 1891 – 1937
Mao Zedong 1893 – 1976
Fidel Cast 1926
: 72 / 73 I N STR UCTOR : L AU R A M I LTO N
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: 74 / 75
I N STR UCTOR : L AU R A M I LTO N
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
: 76 / 77
I N STR UCTOR : L AU R A M I LTO N
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
: 78 / 79
I N STR UCTOR : L AU R A M I LTO N
nao mi h oag : d es ign por tfol io
P ROJ ECT : S EEI N G RED
1 2 3 4 5 6 7
: uncover
: 80 / 81 I N STR UCTOR : A R I EL GRE Y
P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E
1 2 3 4 5 6 7
: uncover
TITLE :
LA N G UAG E , C U LT U R E, T Y P E
“Creativity can solve almost any problem. The creative act, the defeat of habit by originality overcomes everything.” GEOR GE LOIS
CATEGORY :
DE LIVE RAB LE S :
Conference book,
Conference Guide, Poster
T YP E FACE S :
Berthold
Akzidenz Grotesk, Tungsten, Nuptial Script
OBJ ECTIVE :
Create collateral for a typography
conference targeting the fields of design nao mi h oag : d es ign por tfol io
and language.
SOLUTION :
In this global era
of language and communication, this book explores the world’s languages and the necessity of multi-lingual support.
: 82 / 83
I N STR UCTOR : A R I EL GRE Y
nao mi h oag : d es ign por tfol io
P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E
1 2 3 4 5 6 7
: uncover
: 84 / 85
I N STR UCTOR : A R I EL GRE Y
nao mi h oag : d es ign por tfol io
P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E
1 2 3 4 5 6 7
: uncover
: 86 / 87 I N STR UCTOR : A R I EL GRE Y
P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E
1 2 3 4 5 6 7
: uncover
nao mi h oag : d es ign por tfol io
: uncover
: uncover P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E
1 2 3 4 5 6 7 PROGR AMMER
Part 05
T YPOGR APHER
DESIGNER
I N STR UCTOR : A R I EL GRE Y
Part 06
Part 0 2
A
N AT I V E S P E A K E R
B
C
D Part 04
: 88 / 89
E
Part 01
Part 03
C
Part 05 Part 06
2011
Part 04
Part 01
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Part 03
Sound
: 90 / 91
I N STR UCTOR : A R I EL GRE Y
nao mi h oag : d es ign por tfol io
P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E
1 2 3 4 5 6 7
: uncover
TITLE :
J C P E N N EY R E B R A N D
“The original idea makes design distinctive, function makes it work and quality adds value.” S ER GE ZU E V
CATEGORY :
Packaging
all the brands
DE LI VE RAB LE S :
TEAM :
100 skus covering
David Scott, Paul Capilli,
Collin Fry, Sandra Schachermeyer, Miki Bong.
OBJ ECTIVE :
Rejuvinate JC Penney’s current brand
and reinvent their store and private labels. SOLUTION :
We were asked, “What would JCP do in
10 years?” The mission began by choosing the best approach on how the labels and brands were categorized and the addition of special services. We needed to realign the products and design to cater to the new generation of buyers, connecting with them at an emotional level. We came up with two store brands and five private labels to show how JCP could surpass their competitors with thoughtful,
: 92 / 93
unique products.
I N STR UCTOR : M I CH A EL OS B O RN E
nao mi h oag : d es ign por tfol io
P ROJ ECT : J CP RED ES I GN
1 2 3 4 5 6 7
: uncover
: uncover
STO R E B RAN D
STO R E :
P ROJ ECT : J CP RED ES I GN
1 2 3 4 5 6 7
JC PE N N EY
S TO R E B R A N D S
D E PARTM E NT :
M O M E N TS
TAR G ET AU D I E N C E :
I N STR UCTOR : M I CH A EL OS B O RN E
25-50 Men & Women
LO N G EVITY
Everyday family products for the conscious shopper at competitive prices.
STO R E B RAN D :
D E PARTM E NT :
E N T RA DA
TAR G ET AU D I E N C E :
MINDFUL FRESH
: 94 / 95
Home & Kitchen
STO R E B RAN D :
C U LTU R E EXPERIENCE TRAD IT I O N
Food & Kitchen 25-50 Families
Bringing a variety of culinary culture and tradition into american homes.
P R IVATE LAB E L
P R IVAT E L A B E LS
D E PARTM E NT :
WH ISPE R
TAR G ET AU D I E N C E :
25-35 Women
P O LI S H E D
Simple, timeless skin care and cosmetic products for deceivingly affordable prices.
P R IVATE LAB E L :
D E PARTM E NT :
LM NOP
TAR G ET AU D I E N C E :
CHIC Q UALITY
Children’s Toys 3-6 Children
TH O U G HTF U L
Fun, educational products that will help inspire learning and imagination.
P R IVATE LAB E L :
D E PARTM E NT :
BENCH
TAR G ET AU D I E N C E :
E D U CATI O NAL I N N OVAT IVE
Coffee Shop 25-40 Male
I NVITI N G
A relaxing destination for men to take a break from shopping duties.
P R IVATE LAB E L :
D E PARTM E NT :
M A N I F E STO
TAR G ET AU D I E N C E :
ST YLI S H B O LD
nao mi h oag : d es ign por tfol io
Women’s Beauty
P R IVATE LAB E L :
Home & Electronics 25-40 Men & Women
I N D E P E N D E NT
Products that elevate lifestyles through education and sophisticated design.
P R IVATE LAB E L :
D E PARTM E NT :
& P L AY
TAR G ET AU D I E N C E :
E M P OW E R I N G S LE E K
S E XY P LAYF U L SAF E
Intimate Adult 25-40 Men & Women
Sensual products for the modern couple to keep the romance stirring.
: 96 / 97 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 7
: uncover
TITLE :
J C P E NT R A DA
Food & Kitchen
STO R E B RAN D :
D E PARTM E NT :
E NT R ADA
TAR G ET AU D I E N C E :
C U LTU R E EXPERIENCE TRAD ITI O N
CATEGORY :
25-50 Families
Bringing a variety of culinary culture and tradition into american homes.
Packaging
DE LIVE RAB LE S :
Dry foods from
India, Jamaica, and Argentina
OBJ ECTIVE :
Create a endorsed brand for JCPenney
SOLUTION :
Entrada presents products ranging
from three very different cultures and flavors. The labels are represented aesthetically by taking the essence of each culture. With Entrada, JCP patrons can enter
nao mi h oag : d es ign por tfol io
new flavors into their tradition.
TITLE :
: uncover
J C P E NT R ADA I N D IA
Food & Kitchen
STO R E B RAN D :
D E PARTM E NT :
E N T R A DA
TAR G ET AU D I E N C E :
C U LTU R E EXPERIENCE TRAD ITI O N
CATEGORY :
25-50 Families
Bringing a variety of culinary culture and tradition into american homes.
Packaging
DE LI VE RAB LE S :
Spices, Spice Rack,
Braising Sauces, Chutney, Grains, Oils 1 2 3 4 5 6 .1 7
OBJ ECTIVE : SOLUTION :
Create an endorsed brand for JCPenney Looking into the cultural aesthetic
of India, we applied the rich color and patterns to the carefully chosen products. The flavourful food is represented with our design toolbox of rich, bright colors, photography, paisley patterns, tall structures, glass, and gold de-
: 98 / 99
I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
tailing on the boarders.
nao mi h oag : d es ign por tfol io
: 100 / 101 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .1 7
: uncover
nao mi h oag : d es ign por tfol io
: 102 / 103 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .1 7
: uncover
nao mi h oag : d es ign por tfol io
: 104 / 105 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .1 7
: uncover
nao mi h oag : d es ign por tfol io
: 106 / 107 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .1 7
: uncover
nao mi h oag : d es ign por tfol io
: 108 / 109 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .1 7
: uncover
nao mi h oag : d es ign por tfol io
: 110 / 111 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .1 7
: uncover
nao mi h oag : d es ign por tfol io
: 112 / 113 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .2 7
: uncover
TITLE :
J C P E NT R A DA JA M A I CA
Food & Kitchen
STO R E B RAN D :
D E PARTM E NT :
E NT R ADA
TAR G ET AU D I E N C E :
C U LTU R E EXPERIENCE TRAD ITI O N
CATEGORY :
25-50 Families
Bringing a variety of culinary culture and tradition into american homes.
Packaging
DE LIVE RAB LE S :
Spices, Sauces,
Condiments, Grains
OBJ ECTIVE :
Create an endorsed brand for JCPenney
SOLUTION :
Entrada Jamaica embodies the easygoing
lifestyle and culture of Jamaica. Structures were chosen based on reusability, limiting
nao mi h oag : d es ign por tfol io
production to simple solutions.
: 114 / 115 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .2 7
: uncover
nao mi h oag : d es ign por tfol io
: 116 / 117
I N STR UCTOR : M I CH A EL OS B O RN E
nao mi h oag : d es ign por tfol io
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .2 7
: uncover
: 118 / 119 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .2 7
: uncover
nao mi h oag : d es ign por tfol io
: 120 / 121 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .2 7
: uncover
nao mi h oag : d es ign por tfol io
: 122 / 123 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .2 7
: uncover
nao mi h oag : d es ign por tfol io
: 124 / 125 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .2 7
: uncover
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TITLE :
J C P E NT R ADA AR G E NT I NA
Food & Kitchen
STO R E B RAN D :
D E PART M E NT :
E N T R A DA
TAR G ET AU D I E N C E :
C U LTU R E EXPERIENCE TRAD ITI O N
CATEGORY :
25-50 Families
Bringing a variety of culinary culture and tradition into american homes.
Packaging
DE LI VE RAB LE S :
Spices, Rubs, Bak-
ing Mix, Braising Sauce, Dessert Sauces, Yerba Mate, Quinoa, Aged Balsamic
OBJ ECTIVE :
ney
Create an endorsed brand for JCPen-
SOLUTI ON :
Argentina has the history of rich
local culture and the combination of European immigration that makes for unique culinary flavors as well as aesthetic. The elegance from the European influence and rustic textures of
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the region are key design features.
I N STR UCTOR : M I CH A EL OS B O RN E
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P ROJ ECT : J CP EN T R A DA
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: 128 / 129 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
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: 130 / 131 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
1 2 3 4 5 6 .3 7
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: 132 / 133 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
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: 134 / 135 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
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: 136 / 137 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP EN T R A DA
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TITLE :
: uncover
J C P B E N C H CA F E
Coffee Shop
P R IVATE LAB E L :
D E PARTM E NT :
BENCH
TAR G ET AU D I E N C E :
A relaxing destination for men to take a break from shopping duties.
STYLI S H B O LD I NVITI N G
CATEGORY :
25-40 Male
Packaging
DE LI VE RAB LE S :
Instore & take
home coffee cups, shopping bags, Coffee beans, 1 2 3 4 5 6 .4 7
instant coffee, tea, coasters, chocolate, grinder, french press OBJ ECTIVE : Create SOLUTION :
a private label for JCPenney
As a private label, we choose to de-
velop a cafe that patrons can use during their shopping trips. We created bold graphics and textures, information on the coffee products
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I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP B EN CH
connecting the origin of its ingredients.
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I N STR UCTOR : M I CH A EL OS B O RN E
nao mi h oag : d es ign por tfol io
P ROJ ECT : J CP B EN CH
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: 142 / 143 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP B EN CH
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I N STR UCTOR : M I CH A EL OS B O RN E
nao mi h oag : d es ign por tfol io
P ROJ ECT : J CP B EN CH
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I N STR UCTOR : M I CH A EL OS B O RN E
nao mi h oag : d es ign por tfol io
P ROJ ECT : J CP B EN CH
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I N STR UCTOR : M I CH A EL OS B O RN E
nao mi h oag : d es ign por tfol io
P ROJ ECT : J CP B EN CH
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: 150 / 151 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP & P L AY
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TITLE :
J C P & P LAY
Intimate Adult
P R IVATE LAB E L :
D E PARTM E NT :
& P LAY
TAR G ET AU D I E N C E :
S E XY P LAYF U L SAF E
CATEGORY :
25-40 Men, Women
Sensual products for the modern couple to keep the romance stirring.
Packaging
DE LIVE RAB LE S :
Condoms, Lubri-
cant, Vibrator, Handcuffs, Blindfold
OBJ ECTIVE :
Create a private label for JCPenney
SOLUTION :
&Play was developed to target a new
audience, focusing on their playful intimate lives. Our concept began by thinking about what people use to hide their deepest secrets. We created packaging that would be kept after purchase to store the products
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“in plain sight.”
: 152 / 153 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP & P L AY
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: 154 / 155 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP & P L AY
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I N ST R UCTOR : M I CH A EL OS B O RN E
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P ROJ ECT : J CP & P L AY
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UNCOVER : uncover
: 158 / 159 I N STR UCTOR : M I CH A EL OS B O RN E
P ROJ ECT : J CP & P L AY
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I N STR UCTOR : M I CH A EL OS B O RN E
nao mi h oag : d es ign por tfol io
P ROJ ECT : J CP & P L AY
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TITLE :
S E LECT E D I D E NT IT I ES
“Decide who you are, decide what you want to do, and then do it because it is surely possible.� D OYALD YOU NG
CATEGORY :
identity
OBJ ECTIVE :
All identities require marks that com-
DE LI VE RAB LE S :
logomark
municate the essence of the client in the most honost and effective way.
SOLUTION :
Research and
understand the client, then simply represent
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their message.
I N STR UCTOR : VA R I OUS
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P ROJ ECT : SE LECTE D I DE NTITI ES
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: 164 / 165 I N STR UCTOR : VA R I OUS
P ROJ ECT : SE LECTE D I DE NTITI ES
1 2 3 4 5 6 7
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: 166 / 167 I N STR UCTOR : VA R I OUS
P ROJ ECT : SE LECTE D I DE NTITI ES
1 2 3 4 5 6 7
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: 168 / 169 I N STR UCTOR : VA R I OUS
P ROJ ECT : SE LECTE D I DE NTITI ES
1 2 3 4 5 6 7
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: 170 / 171 I N STR UCTOR : VA R I OUS
P ROJ ECT : SE LECTE D I DE NTITI ES
1 2 3 4 5 6 7
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: 172 / 173 I N STR UCTOR : VA R I OUS
P ROJ ECT : SE LECTE D I DE NTITI ES
1 2 3 4 5 6 7
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: 174 / 175 I N STR UCTOR : VA R I OUS
P ROJ ECT : SE LECTE D I DE NTITI ES
1 2 3 4 5 6 7
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: 176 / 177 I N STR UCTOR : VA R I OUS
P ROJ ECT : SE LECTE D I DE NTITI ES
1 2 3 4 5 6 7
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: 178 / 179 I N STR UCTOR : VA R I OUS
P ROJ ECT : SE LECTE D I DE NTITI ES
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TITLE :
T HA N K YO U
Roland Young, Michael Osborne, Mary Scott, Thomas McNulty, Todd Hedpeth, Jenny Ji, Christine George, Ariel Gray, Carolina De Bartolo, Michael Kilgore, Claude, JaimePatino Calvo, Pongpat Chirakiti, Jonathan Graziani, Sunny Lee, Beau Monroe, David nao mi h oag : d es ign por tfol io
Scott, Brian Zobel, Shane, Jameson, Robin, Grandpa Lyle, Grandma BZ, Okasan, Otosan, Lina, and last but not least, Hiro.
n ao mi hoag : uncov er 949 466 4510 naomi@naomihoag.com naomihoag.com
n a o mi h oag.c om