Copyright Š Nathan Godding 2012 All rights reserved. nathangodding@gmail.com 541-221-8749 2704-A 24th Street San Francisco, CA 94110 See more design solutions online at www.nathangodding.com No portion of this book may be used or reproduced without the expressed consent of Nathan Godding. Course: Senior Portfolio Instructor: Mary Scott Photography: Nathan Godding Binding: www.blurb.com Font: National Text Stock: Mohawk Superfine Eggshell Ultrawhite Software: Adobe Creative Suite 5.5 Academy of Art University School of Graphic Design Department Chair: Mary Scott 79 New Montgomery Street San Francisco, CA 94105
Yes. 12 Design Solutions by Nathan Godding
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Yes — 12 Design Solutions by Nathan Godding
Contents
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6 Can design help to breathe life back into a dying industry?
104 Can design connect people with the place their food is grown?
34 Can design help kids communicate and express themselves?
112 Can design bridge the gap between nature and technology?
46 Can design inspire people to travel and visit new places?
130 Can design change the way people view department stores?
52 Can design introduce an established brand into a new market?
156 Can design influence how we connect with brands around us?
60 Can design introduce a new generation to an old classic? 68 Can design visualize the sounds of a unique musical duo? 80 Can design help to prevent the spread of a deadly disease? 88 Can design encourage people to eat their fruits and veggies?
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Yes — 12 Design Solutions by Nathan Godding
01 Can design help to breathe life back into a dying industry?
Course Graphic Design 3
Date Spring 2010
Instructor Nicole Flores
Timeframe 14 Weeks
Keywords Fun, Modern, Vibrant, Exciting
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Project — The Sensational Circus Spectacular
Problem Establish an identity for a new event or convention and design a comprehensive system including naming, a logo, signage, tickets, wayfinding graphics, various advertisements, and more. Solution I imagined a modern traveling circus and created a range of designs targeted at a contemporary audience. As a marriage between Barnum & Bailey and Cirque Du Soleil, it balances influences from both the 19th and 21st centuries. An extremely flexible system that incorporates playful typography and bold color brings this identity to life.
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Project — The Sensational Circus Spectacular
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Project — The Sensational Circus Spectacular
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Project — The Sensational Circus Spectacular
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Project — The Sensational Circus Spectacular
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Project — The Sensational Circus Spectacular
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Yes — 12 Design Solutions by Nathan Godding
Project — The Sensational Circus Spectacular
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Yes — 12 Design Solutions by Nathan Godding
Project — The Sensational Circus Spectacular
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Yes — 12 Design Solutions by Nathan Godding
02 Can design help kids communicate and express themselves?
Course Print 2
Date Fall 2011
Instructor Roland Young
Timeframe 7 Weeks
Keywords Youthful, Creative, Handmade
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Yes — 12 Design Solutions by Nathan Godding
Project — The 826 Quarterly
Problem Redesign The 826 Quarterly. The books are collections of student work produced at 826 Valencia, a non-profit writing workshop and supply store for pirates and pirate aficionados. Solution I designed a creative system inspired by doodling in the margins of notebook pages. Each book cover features a set of completely unique, hand-drawn numbers that represent the variety and creativity of the student writing. The childlike illustration style and fun colors are juxtaposed with a sensible grid and restrained typography.
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Project — The 826 Quarterly
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Project — The 826 Quarterly
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Project — The 826 Quarterly
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Project — The 826 Quarterly
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Yes — 12 Design Solutions by Nathan Godding
03 Can design inspire people to travel and visit new places?
Course Personal Project
Date Summer 2010
Instructor N/A
Timeframe 1 Week
Keywords Modern, Cosmopolitan, Minimal
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Project — Hong Kong Typographic Poster
Problem Neue’s “Show Us Your Type” project is an online design contest in which the participants create a typographic poster that has been inspired by a given city. Solution Taking inspiration from traditional Chinese characters, I developed a bold, iconic representation of the name “Hong Kong.” The poster was part of a unique exhibition at the Savannah College of Art and Design in Hong Kong along with the other selected entries.
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Project — Hong Kong Typographic Poster
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04 Can design introduce an established brand into a new market?
Course Package Design 3
Date Summer 2011
Instructor Paul Kagiwada
Timeframe 7 Weeks
Keywords Rugged, Tactile, Masculine
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Project — Bulliet Bourbon Whiskey Sours
Problem Create a new line of ready to drink Whiskey Sours from Bulleit Bourbon. Also design a large jug of non-alcoholic sour mix to compliment this brand extension. Solution I used several key elements from the original Bulleit packaging such as a wrap-around label and decorative borders to aid in brand recognition, while eclectic typography references the rich history of bourbon with a modern twist. The 4-pack carrier has a rugged wooden texture inspired by traditional shipping creates.
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Project — Bulliet Bourbon Whiskey Sours
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05 Can design introduce a new generation to an old classic?
Course Print 2
Date Fall 2011
Instructor Roland Young
Timeframe 7 Weeks
Keywords Modern, Hypnotic, Restrained
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Project — Vertigo Poster for Netflix
Problem Design a modern movie poster for the classic Hitchcock film Vertigo to promote its new addition into the Netflix Watch Instantly library. Solution A jarring and hypnotizing pattern literally creates a feeling of vertigo. I decided to avoid custom lettering to separate this from Saul Bass’ iconic work, however, the title typography is a hand-altered slab serif version of Trade Gothic.
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Project — Vertigo Poster for Netflix
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06 Can design visualize the sounds of a unique musical duo?
Course Print 1
Date Summer 2010
Instructor Troy Alders
Timeframe 7 Weeks
Keywords Unusual, Experimental, Unique
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Project — The Books Tour Book
Problem Create a promotional tour book for the American band The Books. Their fun, experimental sound juxtaposes found audio recordings with carefully composed acoustic and electronic music. Solution I used bold typography and unusual, handmade collaged imagery to represent their unique musical style. Visual collage seemed like the perfect medium through which to express the experimental nature of the music. The tour book is accompanied by a website which shares the same visual language.
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Project — The Books Tour Book
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Project — The Books Tour Book
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Project — The Books Tour Book
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07 Can design help to prevent the spread of a deadly disease?
Course Print 1
Date Summer 2010
Instructor Troy Alders
Timeframe 7 Weeks
Keywords Bold, Arresting, Informative
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Project — AIDS Awareness
Problem Encourage the use of condoms in safer sex and draw attention to the AIDS pandemic with a visually arresting poster design. Solution The poster campaign uses an alarming red color to grab the viewer’s attention. The simple one-word headline communicates the message instantly, while minimal yet provocative imagery brings attention to this important social issue.
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Project — AIDS Awareness
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08 Can design encourage people to eat their fruits and veggies?
Course Package Design 3
Date Summer 2011
Instructor Paul Kagiwada
Timeframe 7 Weeks
Keywords Colorful, Friendly, Responsible
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Project — Compostable Tupperware
Problem Create a range of package designs for Tupperware’s compostable line of food storage containers. Also expand the brand into a series of related posters to be used for in-store display purposes. Solution I designed a fun and colorful group of labels based off the idea of modular stacking. Playful food illustrations adorn the inside and give the posters a fresh, modern feeling. It was very important that the designs have as little environmental impact as possible so the Tupperware itself is used for the structure, with just a simple label wrapped around the inside.
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Project — Compostable Tupperware
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Project — Compostable Tupperware
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Project — Compostable Tupperware
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Project — Compostable Tupperware
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Yes — 12 Design Solutions by Nathan Godding
Project — Compostable Tupperware
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09 Can design connect people with the place their food is grown?
Course Print 1
Date Summer 2010
Instructor Troy Alders
Timeframe 5 Weeks
Keywords Informative, Easy, Organized
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Project — CSA Newsletter
Problem Create a weekly newsletter for a Bay Area produce CSA (Community Supported Agriculture). The reverse side of folds out into a call-toaction poster about environmental issues. Solution The newsletter informs members of which fruits and veggies they’ll be getting in their box, while also suggesting recipes and relaying news from the farm. This helps form an important connection between the food they eat and the place that the food is coming from.
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Project — CSA Newsletter
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Yes — 12 Design Solutions by Nathan Godding
10 Can design bridge the gap between nature and technology?
Course Print 3
Date Spring 2011
Instructor Cheri Gray
Timeframe 7 Weeks
Keywords Beautiful, Experimental, Bold
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Project — Björk Album Artwork
Problem Design the album art for Björk’s upcoming album, Biophilia. The work must feel fresh and original, yet also stay in line with Björk’s established image and unique personality. Solution Experimental typography and scanning electron microscope images of pollen spores are paired to illustrate the beauty of biology. The use of unexpected colors brings in more of Björk’s avant garde identity. On the record sleeve, the spores are used to suggest outer space, drawing an interesting comparison between the very large and very small.
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RECOR D FRONT / BA C K
Project — Björk Album Artwork
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R ECO R D IN S ID E
Project — Björk Album Artwork
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R E CO R D SLE E V E
R E CO R D LAB E LS
Project — Björk Album Artwork
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RECOR D LAB E LS
TRACK LIST / PO STE R
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Project — Björk Album Artwork
FO LD OUT LY RI CS SH EET
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F OL D OU T P OS T E R
C D BACK
S T I C KE R S
FOL D
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Project — Björk Album Artwork
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Yes — 12 Design Solutions by Nathan Godding
Project — Björk Album Artwork
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Yes — 12 Design Solutions by Nathan Godding
11 Can design change the way people view department stores?
Course Package Design 4
Date Fall 2012
Instructor Michael Osborne
Timeframe 14 Weeks
Keywords Various
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Project — Jcpenney Repositioning and Package Design
Problem Work with a group to produce a comprehensive range of package designs for jcpenney, a department store that is over 100 years old. Refresh its brand image and attract new, younger customers. Solution We created five new brands from scratch and targeted them at a more youthful audience. They span categories from home, baby, and food to pet products. There is a private label brand for each category as well as an all-encompassing endorsed house brand that covers them all at a more economical tier. Produced in collaboration with Sarah RouseHiggins, Stephanie Schmaltz, Kristin Bowen and Yoona Bae.
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Endorsed House Brand
Categories Home, Baby, Food, Pet Keywords Simple, Modern, Accessible
Project — Jcpenney Repositioning and Package Design
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Private Label Brands
Category Baby Keywords Healthy, Safe, Comforting
Category Home Keywords Sleek, Relaxing, Pampered
Category Pet Keywords Fun, Playful, Friendly
Category Food Keywords Tasty, Fulfilling, Heritage
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Project — Jcpenney Repositioning and Package Design
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Project — Jcpenney Repositioning and Package Design
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Project — Jcpenney Repositioning and Package Design
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Project — Jcpenney Repositioning and Package Design
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Project — Jcpenney Repositioning and Package Design
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Project — Jcpenney Repositioning and Package Design
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Project — Jcpenney Repositioning and Package Design
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Project — Jcpenney Repositioning and Package Design
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Yes — 12 Design Solutions by Nathan Godding
12 Can design influence how we connect with brands around us?
Course Various
Date Various
Instructor Various
Keywords Lasting, Meaningful, Effective
Timeframe Various
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Project — Identities
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Project — Identities
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Project — Identities
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Project — Identities
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Thanks Mom & Dad, Arvy Garcia, Dawn Steinbock, Donna Roggi, David Scott, Beau Monroe, Natalie Baryla, Pat Chirakiti, Sunny Lee, Naomi Hoag, Sarah Rouse-Higgins, Kristin Bowen, Stephanie Schmaltz, Yoona Bae, Brian Zobel, Remy Sanchez, Paul Capili, Jordan Leal, Monica Galvan, Jessu Giboin, Leia Perkins, Carolyn Pulvino, Angelo Camacho, Michael Kilgore, Amy Broadbent, Michael Sainato, Troy Alders, Laura Milton, Roland Young, Nicole Flores, Cheri Gray, Tom McNulty, Darrell Hayden, Paul Kagiwada, Ariel Grey, Michael Osborne, Mary Scott