Intro Not many 12-year-olds enjoy going to work with their parents on a Saturday—but I did. My father was an industrial designer by trade, and growing up, his skills were always a mystery to me. He could draw anything, paint anything, build anything, and design anything; his attention to detail was second to none. There wasn’t much that he couldn’t do. As a curious child and teenager I simply enjoyed watching him work and wondered how he was able to create the things he did. He has since passed, but his memory has always pushed me to become the designer he was. I learned from him early on that everything I create should have a purpose, but should also be aesthetically appealing—form equals function. Every brand has a story to tell and I try to give form to that story in a meaningful and intelligent way. I’m determined to illustrate, paint, design, brand, and fuss over the details like my father did. As a 31-yearold, I still have the same childish wonder as to what is creatively possible in this world—luckily I still have plenty of Saturdays to stay curious.
Contents 01 Hull'd |
Sustainable Hemp Milk
09 McLane |
Children's Hospital
19 Magic Seaweed |
Surf Forecasting Mobile App
29 Good Neighbor Gardens | 37 Flatspell |
Culture Magazine
47 The Sapling |
Vegetarian Eatery
53 Travis Mathew | 61 Bixby |
Community Garden Campaign
AR Golfing Mobile App
Craft Beer Cocktails
Hull'd Hemp Milk Line of Sustainable Hemp Products
Overview Hull'd is a hemp-based and non-thc alternative to many dairy-based foods. Hemp is a natural and eco-friendly way to enjoy milk-based foods without worrying about their negative impacts on your body and the environment. Hull'd products are for people of all ages looking for a healthy and sustainable alternative to milk products, as well as those with common dietary restrictions. The market for dairy alternatives is massive. But, due to antiquated laws, hemp remained out of the picture until recently. Now that the hemp production is decriminalized, Hull'd is breaking into the scene with a great way to use this versatile, sustainable crop.
Solution Hull'd packaging represents two of the company's core values: transparency and sustainability. The color palette is refined and simple to help portray these qualities. A signature blue is used for all products to give uniformity and quick brand recognition to the line. All of the packaging is made out of hemp-based plastics and papers, and everything is printed using hemp-based inks. Hand-made typography highlighting the benefits of hemp combined with a geometric typeface, Brown, gives Hull'd an image of trustworthiness while also giving it enough friendly character to stand out among the competition. Hull'd hopes to inspire people to take action against polluting our environment by eating in a more sustainable way.
Art Direction | Min Choi
Project | Hull'd Hemp Milk 1 2 3 4 5 6 7 8
Course | Logo & Packaging
Date | Fall 2018
02
Design Thinking
Core Values All About the Environment We are at a new crossroads when it comes to sustainability. Consumers, more than ever, enjoy knowing where their food comes from and how it is sourced. Hull'd is centered around the environment, and always finds ways to help consumers reduce their environmental footprint. Hull'd works with their manufacturers to create all of their packaging out of recycled hemp products. This, in turn, creates happy customers and strong brand loyalty.
Sustainable Sustainability is at the core of Hull'd, from the branding to the product itself. They use the packaging and messaging as a way to teach others about the benefits of using hemp-based products. People will stand behind a brand that represents their values.
Healthy Hull'd prides itself as a healthy alternative to dairy-based food. Consumers don't have to choose between health and taste.
Transparent The truth is on the carton—just plain facts about the benefits of hemp. Hull'd doesn't have to inflate any of its claims, and this honesty is as refreshing as the product itself.
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Hulld.com - Hemp Based Pr https://www.hulld.com
Products
Small Seeds
Big Benefits Hemp is packed with vitamins and nutrients. This dairy alternative will change the way you think about milk.
Learn More
Art Direction | Min Choi
Store Locator
(0)
Project | Hull'd Hemp Milk
Why Hemp?
1 2 3 4 5 6 7 8
www.hulld.com
Hemp yogurt has a creamy and lightly nutty taste that will make you go nuts for yogurt. It's naturally sweet without any added sugars.
Date | Fall 2018
Small Seeds
Big Taste
Course | Logo & Packaging
A HULL New Way to Enjoy Yogurt
Find a Store
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Art Direction | Min Choi Project | Hull'd Hemp Milk 1 2 3 4 5 6 7 8
Course | Logo & Packaging
Date | Fall 2018
08
McLane Children's Brand Identity for McLane Children's Hospital
Overview McLane Children's hospital was in desperate need of an overhaul. The logo was outdated, and the branding was minimal at best. The objective was to create a safe and inviting space for children and their families. This hospital needs to reflect the imagination of the children and the endless possibilities waiting for them when they get better. The branding should engage children, parents, investors, and the community alike. Children don't get to choose whether they end up in the hospital. The client was looking to design to make kid's hospital experiences less sterile, more positive, and perhaps even fun.
Solution Here, bright, vivid, fun colors represent the energy and vitality of children. Simple, yet whimsical illustrations represent the creative imagination and superhero strength present in them all. The logo was reduced to a simple wordmark to allow the illustrations to shine. Blending these illustrations with photography results in bold, interesting compositions. By contrast, simple yet playful typography keeps the layouts from feeling corporate or cold. Illustrations applied to many different substrates surround young patients with an endless supply of comfort. Together these design elements achieve the paramount goal of helping kids forget their troubles and escape into a magical world while they recover.
Art Direction | Ritual / Siegel+Gale
Project | McLane Children's 1 2 3 4 5 6 7 8
Course | Ritual Design Internship
Date | Fall 2018
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Art Direction | Ritual / Siegel+Gale Project | McLane Children's
For Families By Families
Welcome to our home
We’re Here to Help You Shine Welcome to our home
1 2 3 4 5 6 7 8
Course | Ritual Design Internship
www.childrens.bswhealth.com
www.childrens.bswhealth.com
Date | Fall 2018 12
Art Direction | Ritual / Siegel+Gale
Project | McLane Children's 1 2 3 4 5 6 7 8
Course | Ritual Design Internship
Date | Fall 2018
14
21 ft
Art Direction | Ritual / Siegel+Gale
Project | McLane Children's
10 ft
1 2 3 4 5 6 7 8
Course | Ritual Design Internship
Date | Fall 2018
16
Art Direction | Ritual / Siegel+Gale
Project | McLane Children's 1 2 3 4 5 6 7 8
Course | Ritual Design Internship
Date | Fall 2018
18
Magic Seaweed Rebrand of a Surf Forecasting App
Overview Magic Seaweed is a worldwide surf report and wave forecasting platform. A rebranding was implemented in order to simplify the text-dense data for a younger, more visual, audience. Many of the current surf apps are not aesthetically appealing—and this one needed to be different. This gender-neutral redesign will target a younger generation of surfers, ages 18-35, who are tech savvy and want access to critical surf forecasting technology. This demographic likes their information direct and simplified, and that’s exactly what they get with this new facelift.
Solution A monochromatic color palette, paired with a bold pop of teal, creates visually stunning yet simple displays that appeal to a younger audience. Brandon Grotesque, a geometric sans serif, compliments the complex technical nature of the information being displayed, while keeping it bold and playful enough to not overwhelm the viewer. The extensive type family offers many different options for organizing type. The flat ui further simplifies the layouts to help the user intuitively navigate the app without confusion or distraction.
Art Direction | Leanna Jones
Project | Magic Seaweed App 1 2 3 4 5 6 7 8
Course | Mobile Experience
Date | Spring 2018
20
Design Thinking
Logo Refresh Current Logo
Logo Sketches
Updated Logo and App Icon
22
Design Thinking
Persona Development
Kai Lopez_34
Location Local Break
Bonzai Pipeline
Occupation
Brand Manager
Income
$89,000
Status
Married
Favorite Apps Likes Dislikes Wants
Social
Apps
Desktop
Kai is a 34-year-old living on the North Shore of Oahu. He learned how to surf at the age of four, and still surfs daily. Kai keeps up with all the trends in the surf community and all of his close friends are surfers. He works in the surf industry and interacts with many pro surfers on a daily basis. Kai was on his way to being a pro surfer, but chose a family and a steady career instead. Kai gives surf lessons on the weekend to spread his love of surfing with others.
Software
Oahu, HI
Surfline, Instagram, Messenger Reliable forecasting, keeping up with trends Current visual infographics are outdated Sharing daily surf information with friends
Extrovert
Exercise
Motivations Having good a surf session with friends
Community
Adventure
Pain Points Missing out on epic surf sessions
Staying healthy and active
Forgetting what tide is best for which spot
Surfing with his wife and son
Complicated surf charts
Art Direction | Leanna Jones
Location
Leucadia, CA Cardiff Reef
Occupation
Marketing
Income Status
Audrey Hocher_26
Project | Magic Seaweed App
Local Break
Audrey is a 26-year-old living in Leucadia, California.
$64,000
She likes to surf on the weekends with her friends.
Dating
When she isn’t surfing, she can be found taking yoga classes or hanging at the beach. She works full-time and it is hard for her to find time to surf during the week. Audrey is outgoing and maintains an active social life. She likes to go to concerts when she can and enjoys going to local art events.
Social
Apps
Desktop
1 2 3 4 5
Software
6 7 8
Coolangatta, AUS
Local Break
Snapper Rocks
Occupation
Student/ Am Surfer
Income Status
$25,000
Mick McManus_19 Mick is a 19-year-old from Australia who started surfing at the age of 5. He is very involved in the
Single
surfing community, and he competes in contests
Course | Mobile Experience
Location
weekly. Surfing is more than a pastime for him—it is a way of life. In the few hours of the day that Mick is not in school or surfing, he can be found hanging out with his friends at the beach or studying surf films at surf in exotic locations with his sponsors.
Social
Apps
Desktop
Software
Date | Spring 2018
home. He is constantly traveling around the globe to
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Audrey's User Flow Audrey opens the app for the first time. She is instructed to set her favorite beach location for future use. Once Audrey's favorite beach is chosen, she is sent to the main three pages used in the app — swell, tide, and wind charts. Although the app's ui is very intuitive, a short automated tutorial shows the user key navigation features. Lastly, Audrey navigates to the live cam to see how the waves are currently looking at her local break.
Art Direction | Leanna Jones
Project | Magic Seaweed App 1 2 3 4 5 6 7 8
Course | Mobile Experience
Date | Spring 2018
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Art Direction | Leanna Jones
Project | Magic Seaweed App 1 2 3 4 5 6 7 8
Course | Mobile Experience
Date | Spring 2018
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Good Neighbor Gardens Campaign for Community Gardens
Overview The objective of this project was to help Good Neighbor Gardens bring community-supported organic gardens to elementary schools in San Diego. This campaign was intended to kick-start children's early habits of eating healthy, and teaching them about local farms and gardening techniques. The food grown on campus goes directly to the cafeteria for the children to eat, while the excess is sent to subscribers in neighboring communities. The second objective was to inform the parents about the program, and getting them to sign up their children to join the gardening team to learn about food and where it comes from. This project is unique in that it needs to appeal to children but also be mature enough that parents can support the cause.
Solution A series of posters with clever copywriting were designed to announce to kids and parents that the gardens would be coming to their school. The Hatch Print Show was a major inspiration for the style of posters in which solid, bright colors mix with woodblock styled typography. The bold, recognizable imagery appeals to children while modern, cheeky taglines get adults' attention and encourage them to learn more. The children use stamps and vegetable slices dipped in paint to help create signs in the garden that mimic the brand identity. Tee shirts are handstamped with each child's name to create a sense of community, and remind the kids and parents that they are a part of a larger movement. The hope is to instill healthy eating habits at a young age by getting kids excited about local community gardens.
Art Direction | Candice Lopez
Project | Good Neighbor Gardens 1 2 3 4 5 6 7 8
Course | Travel By Design
Date | Fall 2018
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Art Direction | Candice Lopez
Project | Good Neighbor Gardens 1 2 3 4 5 6 7 8
Course | Travel By Design
Date | Fall 2018
32
Art Direction | Candice Lopez
Project | Good Neighbor Gardens 1 2 3 4 5 6 7 8
Course | Travel By Design
Date | Fall 2018
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Art Direction | Candice Lopez
Project | Good Neighbor Gardens 1 2 3 4 5 6 7 8
Course | Travel By Design
Date | Fall 2018
36
Flatspell Magazine West Coast Culture Magazine
Overview Flatspell, a magazine based out of southern California, spotlights innovators in the area of music, the arts, and board sports. This magazine looks deeper into these subcultures to showcase the creative pursuits people engage in to keep life interesting. The target audience is artists, musicians, surfers, and skateboarders ages 20-35. The hope of this magazine is to inspire the reader to get out there and try something new.
Solution The naming arises from the idea of a ‘flat spell’ in surfing—when the waves go flat for an extended period of time—and surfers are forced to occupy their time with a secondary passion. Similarly, this magazine is meant to encourage readers when they find themselves in their own creative flat spells. To portray the mellow vibes of the west coast, a mild color palette of subdued pastels is used. Publico, an efficient yet sophisticated serif typeface, is used both as body copy and as display text because of its readability at various sizes. This is offset with a monospace to add rhythm and eccentricity to the pages. Irregular layouts reflect the nuances of the personalities highlighted throughout the publication. This magazine is meant to push the reader to reach beyond their comfort zone in order to discover new creative pursuits.
Art Direction | Bradford Prairie Project | Flatspell Magazine 1 2 3 4 5 6 7 8
Course | Page Layout
Date | Spring 2018
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Design Thinking
Positioning Finding Its Place In order to authentically portray the west coast arts and music scene, I positioned Flatspell as a young, yet refined, editorial magazine with a commitment to approachable, low brow art. On a quest to attract a younger audience, magazines often make the graphics too wild. Flatspell depicts these often gritty subcultures in an elegant and simple way to stand out from the competition.
High Brow
Loud
Mellow
Low Brow
Authentic We don't try to be anything that we're not. Our subjects and articles are a true reflection of the individuals that make this demographic unique.
Inspiring We shares stories about everyday people following their creative pursuits in order to inspire others to follow theirs.
Approachable We embrace low brow arts and music culture. We believe art doesn’t have to be pretentious and out of reach for the average person.
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Art Direction | Bradford Prairie Project | Flatspell Magazine 1 2 3 4 5 6 7 8
Course | Page Layout
Date | Spring 2018
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Art Direction | Bradford Prairie Project | Flatspell Magazine 1 2 3 4 5 6 7 8
Course | Page Layout
Date | Spring 2018
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Art Direction | Bradford Prairie Project | Flatspell Magazine 1 2 3 4 5 6 7 8
Course | Page Layout
Date | Spring 2018
46
The Sapling Modern Vegetarian Eatery
Overview The Sapling is a hip, modern vegetarian restaurant based in San Francisco. Most healthy restaurants have either a hippie vibe or an overly friendly 'green' statement. This restaurant bridges the gap between modern and organic with a clean and minimal aesthetic. Many young people are starting to care about their health, and they also want a fresh, inviting environment to enjoy their food. Sapling checks both of these boxes. The menu reflects the multicultural background of its patrons by blending recipes from all over the world to create a unified, communal experience.
Solution In a crowded environment, The Sapling takes a simple approach to design and illustration by combining a subdued color palette with simple yet elegant line drawings. The paring of a bold sans serif with a classic serif typeface gives the menu high legibility and simplicity, while the bold hand-made type creates character and brand recognition. The simple off-white background sets the tone, while subtle hints of burnt orange and moss green give life and friendliness to the restaurant. The Sapling creates an inviting space where people can congregate and enjoy healthy food.
Art Direction | Bradford Prairie
Project | The Sapling 1 2 3 4 5 6 7 8
Course | Page Layout
Date | Spring 2018
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Art Direction | Bradford Prairie
Project | The Sapling 1 2 3 4 5 6 7 8
Course | Page Layout
Date | Spring 2018
50
Art Direction | Bradford Prairie
Project | The Sapling 1 2 3 4 5 6 7 8
Course | Page Layout
Date | Spring 2018
52
Travis Mathew Augmented Reality Social Golfing App
Overview This augmented reality and social golfing app, combining a virtual instructor with augmented reality and social gaming, breaks new ground for the popular golfing lifestyle brand TravisMathew. With the Baby Boomer Generation phasing out, and a new demographic is taking its place, capturing this burgeoning market is essential for continued growth in the sport. This app extends the TravisMathew brand and builds on a model Nike proved successful with the launch of its workout app. To appeal to this younger generation of 18 to 35-year-olds, this app updates the game of golf for the twentyfirst century.
Solution A few basic principles drove this app's design: Make it informative, engaging, and social. A clean blue-green gradient mimics the colors of the golf course. Bright pops of yellow feel bold and youthful. During live golf games, users can watch simple golf lessons linked to their current position on the course. The app's ar features are designed to be immersive and intuitive. Using their phone's camera, users have access to distance statistics, pin position, wind direction, and green schematics. Users can also record and post about their game in real time, and can use saved data to challenge friends on the same golf course hours, days or even weeks later. All of these features combine in a new way to bring a truly captivating addition to the traditional game of golf.
Art Direction | Leanna Jones
Project | TravisMathew App 1 2 3 4 5 6 7 8
Course | Mobile Experience
Date | Spring 2018
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Art Direction | Leanna Jones
Key Navigation 1 1 2 2
Project | TravisMathew App
3 3
4 5
4
6
5 1 2 3 4 5
1
Pin Locator Lets user know where the pin is on each hole.
2
Course Stats Displays live course information. Tap to view alternate details.
4 5
6
Nav Arrows Moves the user between holes on course.
1
Challenge Page Scroll through pending challenges to be accepted and played by the user.
2
Win Statistics Displays number of wins and losses.
3
Scorecard Shows the current game score.
4
Club Button Recommended club for the user based on their statistics.
5
Alternating Button Location based button. Displays competitors club and trick tips.
Course Shows important course information with particular challenge. Stats The user can refer to this to see all of the statistics collected by the app.
8
Course | Mobile Experience
3
6 7
Bag Users can enter their own club distances or simply collect data as they play. The app recommends brand new clubs here based on their game play statistics. Date | Spring 2018 56
Jesse's User Flow Jesse opens the app to see which friends challenged him to a round of golf. He selects the game versus Chris George. Jesse gets a message from George at hole number eight. After he swings, the app asks how well he made contact with the ball. Jesse fades the ball into the sand trap and a trick tip pops up to aid him with his challenging shot. The app then asks what score he received at the end of the hole. When the game is over, a screen congratulates his win and he is directed to end the round.
Art Direction | Leanna Jones
Project | TravisMathew App 1 2 3 4 5 6 7 8
Course | Mobile Experience
Date | Spring 2018
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Art Direction | Leanna Jones
Project | TravisMathew App 1 2 3 4 5 6 7 8
Course | Mobile Experience
Date | Spring 2018
60
Bixby Cocktails Canned Craft Beer Cocktails On The Go
Overview Bixby is a canned craft beer cocktail based out of Long Beach, California. The target audience is a 21 to 34-year-old who enjoys being in the outdoors and wants an adult beverage as unique as they are. There are many companies out there making canned spirited cocktails, but there is a large hole in the market for craft beer cocktails. At this time, the most you see are micheladas made by light beer companies. Bixby prides itself on being the first canned beer cocktail to use small batch craft beer and only the most premium ingredients to create these on-the-go cocktails.
Solution Bixby breaks the mold of the traditional beer can and creates a simple design based on utilitarian typography and subdued complimentary colors. This design aims to appeal to the everyday person while standing out to those with an eye for detail. Each can's color palette evokes the ingredients used and the type of beer involved. Branding taglines are direct and to the point. The names of the drinks reflect the diverse community that makes Long Beach unique. All of the ingredients needed to enjoy the cocktail are conveniently integrated into the can. Dip the rim, open, and enjoy. Cheers!
Art Direction | Min Choi
Project | Bixby Cocktails 1 2 3 4 5 6 7 8
Course | Logo & Packaging
Date | Fall 2018
62
Design Thinking
Differentiation Competitors The Canned Spirit Canned spirit cocktails have been gaining in popularity. The design and branding of these cans are contemporary, but they are limited to spirits only. Bixby differentiates itself by being beer-based and having a garnished rim.
The Michelada These canned beverages have been around for a long time, but they are often overlooked. The target audience for these is very small due to the limited flavor selection. Bixby would essentially be an upscale, craft version of these.
The Radler To some, the radler is not considered a real beer, but a fruit-flavored malt beverage. Bixby aims to break down this preconception in the marketplace. It makes drinks that are 100% real beer at its core, with the addition of a few key ingredients—not the other way around.
Onliness Statement
We offer the only craft beer cocktails with garnished rims on the go.
How Bixby is Different Bixby stands out from the competition by its ingredients alone—craft beer cocktails. Bixby uses contemporary branding, which utilizes bold colors, to help the product stand out visually. The self-garnished rim and the 360 end open-top can design gives the user a completely new and unique drinking experience.
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Art Direction | Min Choi
Project | Bixby Cocktails 1 2 3 4 5 6 7 8
Course | Logo & Packaging
Date | Fall 2018
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Art Direction | Min Choi
Project | Bixby Cocktails 1 2 3 4 5 6 7 8
Course | Logo & Packaging
Date | Fall 2018
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VISTA ENERGY STORAGE
Data encryption services
Fijian hotel
Renewable energy storage
Global non-profit
Handmade leather goods
Fashion boutique
Off-road bicycle division
Hiking lifestyle apparel
Essential oil sales
Hemp-based products
Software sales
Vegetarian restaurant
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Thanks I really need to thank my wife for all of her support throughout this process—I couldn't have done it without you. A huge thanks to my family for all of the love and encouragement. Special thanks to Luke, Chris, Roo, George, Laura, and Hugh. And endless appreciation to Bradford and Sean for the tireless help throughout this process. Additional thanks to Candice, Leanna, Min, Norm, Eugene, and the rest of staff, students, and alumni at City College. This book is dedicated in loving memory to my father.
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Colophon Photography by Bradford Prairie, Luke Armitage, and Nate Grant. Some photography and icons are from Adobe Stock, Getty Images, Pexels, Unsplash, and The Noun Project. Text was set in GT Sectra and Decima Mono. Book was printed using the Canon Pixma Pro-100 on Red River 60 lb. Polar Matte Double-sided. Book was bound by International Coil Bindery in San Diego. Copyright 2019, Nate Grant. All rights reserved. No Portion of this book may be used or reproduced without written permission from the author.