(re)action

(re)action_

(re)action_ (re)action_

N o h an a S e a l u n d |

(re)action_ A bodily

(r e) a c t i o n

response to or activity aroused by a stimulus.

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school Academy of Art University School of Graphic Design designer Nohana Sealund 707.490.8472 nohanasealund@gmail.com w w w. n o h a n a s e a l u n d . c o m instructor Mary Scott bindery Blurb photography Nohana Sealund E rd m a n P h o t o title of book (re)action printer Blurb paper Mohak typography Din + Mrs.Eveas software Adobe Indesign, Illustrator, Photoshop A l l r i g h t s re s e r v e d . N o p a r t o f t h i s b o o k s h o u l d b e re p ro d u c e d w i t h o u t w r i t t e n p e r m i s s i o n f ro m N o h a n a S e a l u n d .

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(re)action_ w hat is in my book?

010 _ Viviti 028_ Costco

_Bravado

_Kirkland

_Savoy

084_ Rafanelli 098_ Vs 118_ Dollar Store 132_ Benjamin Moore 142_Identity

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(re)action_ e xtreme light with color.

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objective The purpose of the guidelines is to introduce our identity and its look and feel, including the logo, color palette, typography, and graphic components and brand voice.

solution With every piece of communication for the guidelines we create is an opportunity to reinforce the Viviti brand. The purpose of these guidelines is to ensure that what you write is relevant, appealing and unique for our audiences— and that all of our verbal communications align with our beliefs. By adding the kinetic pulse its giving that bust of energy that the Viviti brand was missing in the beginning.

The pulse also helps the consumer feel the intense feeling behind the brand.

project title Viviti

key ideas Bold Pulse Bright Energy Intense

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viti Identity Guidelines – 4 February 2011

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also be combined successfully with illustrations, such as maps. In general, avoid using the graphics on their own without a connection to an image.

2.19 Visual identity system Kinetic pulse graphics

no smaller than 3" x 3" (76 x 76 mm).

A hallmark of our visual identity system is a unique graphic device we call kinetic pulse graphics. These abstract line art graphics represent the content-creating connections, both expected and unexpected, that our products enable in our customers.

Think of these graphics as the creative potential that empowers people to create and manage content in ways not previously imagined. Or think of them as the infrastructure for exploring digital possibilities.

Kinetic pulse graphics are not a substitute for or a representation of the Viviti brand.

They also do not symbolize energy or a spark of inspiration. They’re much more than that.

These graphics are a distinguishing element of our visual identity but they are not required on all applications.

Viviti Identity Guidelines – 4 February 2011

Viviti Identity Guidelines – 4 February 2011

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024 | ( rIdentity e ) a c t i o n |Guidelines N ohana Sealund Port folio Viviti – 4 February

Upper left: print collateral cover Upper right: signage Lower left: software interface Lower right: print collateral cover

2011

Viviti Id

dentity Guidelines – 4 February 2011

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(re)action_ e nhancing

your Costco experience.

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A line of gourmet

A line of quality and hi-end

In-store cafe with fresh and

All-in-one car

hand crafted coffee.

kitchenware by Guy Savoy .

healthy snacks and drinks .

service station.

Key Adjective:

Key Adjective:

Key Adjective:

Key Adjective:

Authentic

Elegant

Fresh

Full service

Sophisticated

Quality

Quirky

Quality

Classic

Sophisticated

Healthy

Speed

Intelligent

Contemporary

Affordable

Performance

Product List:

Product List:

Product List:

Product List:

Coffee Bags

Knife set

Sandwiches

Motor oil (3 types)

Coffee Jars

Set of pots

Salads

Car wax

Cappuccino Cups

Cooking Utensils

Panini

Mircofiber cloth

Biscotti

Tea Kettle

Fat-free yogurt

Air freshener

Chocolate covered coffee beans

Salt and pepper mills

To-go containers

Tire shine

Milk chocolate mint crisps

Linen napkin

Shopping bag

Sponge

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KEY ADJECTIVE: Simple, Transparent, Colorful, Varied, Effective, Clean, Bright, Friendly, Comfortable, Affordable.

TARGET AUDIENCE: Age 25-50. People looking for quality products within affordable price range.

FOOD Product List: Olive oil Spices Flour Pasta Milk Milk crate

HOME DECOR Product List: Desk lamp Alarm clock Pillow Picture frame Vase

BATHROOM Product List: Shampoo Conditioner Liquid Hand Soap Bath Sponge Bar Soap Toothpaste

HOME ESSENTIALS Product List: Laundry detergent Fabric softener Cleaning spray Toilet paper Disinfectant wipes Odor neutralizer

GARDENING Product List: Gardening kit Small trowel Large trowel Weeder Garden fork Seeds

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(re)action_ blends

from around the world.

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objective To create a variety of packaging for the Coscto private label Bravado; makers of high quality coffee blends and coffee related products from around the world that is targeted towards coffee connoisseurs on a budget.

solution The most important aspects of the Bravado coffee brand is that they make a product that is delicious, international, and authentic; all things that our target audience would look for in a coffee product. To fully appeal to our demographic, the packaging played up the characteristics of the product that made it stand out including the roasting date, the specific farm and region where it was grown, the altitude at which it was grown and even the name of the family that produced it. Highly descriptive text was added to entice the consumer and give them the feeling that they were buying something that is a cut above. Visual cues were taken from classic Italian coffeehouses and culture.

project title Bravado

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tl

SIDAMA HOMECHO

AUSOL PACAMARA

PRODUCER FA RM REGION A LTITUDE VA RIE TA L

PRODUCER FA RM REGION A LTITUDE VA RIE TA L

DATE ROASTED

7/25/10

M A RI A ELEN A AV IL A EL AUSOL SONSON ATE , EL SA LVA DOR 12 0 0 – 16 0 0 M. RED PACA M A R A

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FINCA LA SOLEDAD VENEZUALA BLEND

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ORIGIN

DATE ROASTED

9/18/10

PRODUCER FA RM REGION A LTITUDE VA RIE TA L

HENIO & R AUL PERE Z FINCA L A SOLEDA D ACATEN A NGO, V ENE ZUEL A 15 0 0 – 18 0 0 M. RED BOURBON, CATURR A

The aromatics of coffee blossom & violet make way for an incredibly graceful and elegant cup. The body has a light & silky quality, like fresh whipped cream, that beautifully compliments the ever-present notes of confectioner's sugar, rosehips, soft raisin, citron,

Succulent & floral taste with high notes of jasmine atop a delicate lime candy, lemongrass and bergamot.

Fresh fennel, currants & sweet herbs surface at the apex and taper into an aromatic aftertaste while the finish, which is long & velvet y, brings notes of maple & malt.

Boasting an effer vescent mouthfeel, the acidit y sits as rich marmalade and lime. Rhubarb, peach & blackberries confidently create the cup while an underbelly of dark chocolate & fig bars anchor the acidit y. The finish is clean & punctuated with hints of spiced rum.

4 8 3 D R I G G S AV E , B R O O K LY N , N Y 11 2 11

4 8 3 D R I G G S AV E , B R O O K LY N , N Y 11 2 11

4 8 3 D R I G G S AV E , B R O O K LY N , N Y 11 2 11

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LIGHT MED DA RK

FINCA LA SOLEDAD

ORIGIN

ORIGIN

•R

A

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AUSOL PACAMARA EL SALVADOR BLEND

LIGHT MED DA RK

GICH ATH A INI GIK A NDA C OOPER ATIV E N Y ERI DIS TRIC T, E THIOPI A 17 5 0 – 19 5 0 M. SL-2 8, SL-3 4

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GUARANTEED ORGANICALLY HARVESTED

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| 004

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GUARANTEED ORGANICALLY HARVESTED

000 | 001 | 002

DATE ROASTED

4/28/10

E CO L L E C

TI

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ESPRESSO BEANS & PURE CHOCOLATE

BEST PAIRING

SIDAMA HOMECHO Real espresso beans enrobed in rich dark chocolate NET WT. 5.5 OZ (155 g)

E S T.

N

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FOR THE COFFEE CONNOISSEUR • H

CHOCOLATE COVERED COFEE BEANS

Real espresso beans enrobed in rich dark chocolate is the ultimate compliment to a hot cup of Bravado coffee. We have created a chocolate blend that perfectly enhances the rich taste of our beans and truly completes your Bravado taste

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FOR THE COFFEE CONNOISSEUR

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F OF

MILK CHOCOLATE MINT CRISPS lt THIN COOKIES

Made from natural Morrocan mint and 10 0 % pure milk chocolate, these delightful lit tle cookies are a perfect compliment to a hot cup of Bravado coffee.

Whether you prefer a crisp crunch or the sof t texture of a dunked cookie, our milk chocolate mint crisps will truly complete your Bravado taste experience.

BEST PAIRING

FINCA LA SOLEDAD

Delightful combintion of pure milk chocolate & Morrocan mint NET WT. 8.5 OZ (278 g)

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(re)action_ b randed house.

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objective Our goal for this project was to design a cohesive, instantly identifiable, and flexible packaging system for a wide variety of products produced by Costco’s in-house brand Kirkland including; home essentials, bath, decor and food.

solution By using a consistent yet flexible logo mark, paired with a specific color palette and typographic language that changes in each section of the Kirkland brand, we created packaging that is clearly identifiable as being from the same family yet also has individual visual styles. Great care was taken to create visual languages that were appropriate for the products being sold and spoke to a variety of audiences that would shop at Costco. For example, the home decor products have a fun and inviting style that is targeted toward a younger audience while the home essentials products exude a cleanliness and simplicity.

project title Kirkland

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(re)action_ u rbanity

cookware.

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objective To create a variety of packaging for the Coscto private label Savoy; makers of high-end, high-quality cookware that is targeted towards a more sophisticated consumer with a higher price point.

solution To create packaging for such a high-end and product, it was essential that the design was sophisticated and beautiful enough to justify the cost. A consumer buying Savoy cookware is not only buying a piece that they will likely have for many years, but they are also purchasing the experience of feeling like a world class chef themselves.

By creating a product endorsed by world class French chef Guy Savoy and accentuating the beauty of the product with sumptuous photography & sophisticated colors / typography, consumers would feel as if they are buying something special. Silver foils matched with rich eggplant and vivid goldenrod give the design a powerful feeling of class.

project title Savoy

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SAVOY K I T C H E N W A R E

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(re)action_ b irds of a

feather drink together.

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objective To redesign three wine labels that are currently on the shelves. The label was of our choosing and needed to design three different labels; low-end white, low-end red, and high-end red.

solution To create a design that would still have the feel of the old label. With enough similarity between the three labels so consumers know that the three labels are related.

Bringing in some interesting birds & sophisticated colors / typography, consumers would feel as if they are buying something special. Gold foils matched with rich reds and vivid greens give the design a powerful feeling of class.

project title Rafanelli

key ideas Friendly Innovative Creative Heritage

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RAFANELLI RAFANELLI HEALDSBERG VINEYARDS

RAFANELLI RAFANELLI RAFANELLI HEALDSBERG VINEYARDS HEALDSBERG VINEYARDS

RAFANELLI RAFANELLI HEALDSBERG VINEYARDS HEALDSBERG VINEYARDS

       HEALDSBERG VINEYARDS CABERNET SAUVIGNON

CABERNET SAUVIGNON

 



 

HEALDSBERG VINEYARDS CABERNET SAUVIGNON CABERNET SAUVIGNON CABERNET SAUVIGNON

CABERNET SAUVIGNON CABERNET SAUVIGNON

 

    







 

  



W I N E R Y

W I N E R Y

c h a r d o n nay

c h a r d o n nay

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R

HE



CA

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RAFANELLI HEALDSBERG VINEYARDS

 CABERNET SAUVIGNON

RAFANELLI RAFANELLI  

VINEYARDS HEALDSBERG HEALDSBERG VINEYARDS CHARDONNAY CHARDONNAY

 

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HEALDSBERGHEALDSBERG VINEYARDS HEALDSBERG VINEYARDS VINEYARDS CABERNET SAUVIGNON CABERNET CABERNET SAUVIGNON SAUVIGNON

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EA DS B ERRG H E A L DS B E RGH V I NL E YA DS V I N E YA R DS

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RAFANELLI   

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(re)action_ beauty is only skin deep.

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objective To successfully engage the reader while showing them the beauty, along with versatility, of the Gmund paper.

solution The dual purpose of narrative and photo heavy content begins highlighting the key ideas of Reaction’s tactile quality and hypnotizing textures while urging readers to grasp the true meaning of their “reactions”.

project title VS.

key ideas Death Beauty Energy Youth Media

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(re)action_ t rees are money.

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objective To redesign the corporate identity of a nationally know corporation, organization or non-profit charity. Guided by the knowledge and information you learn in the research phase to develop a U.S.P. (Unique Selling Position). The U.S.P. will drive the concept and creative execution of the project. Then begin the design process by analyzing the current brand and design elements and conduct an audit of what is working and what isn’t. Similarly, it will determine what equity(ies) for company has (if any) in it’s current configuration.

solution To create a brand identity that would bring new life to a company in need of a redesign. By using very few of the design principle that the company currently has and making it seen by consumers as a company that grows with its customer. Dollar Store is a low cost store that now has designs of a high end store.

project title Dollar Store

key ideas Corky Pop art Playful Spunky Fun

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1.2 Identifier To be most effective the Dollar Store identifier should always be surounded nu the most percise prescribed minimum amout of clear space. this territory will set off distinctly from any other accompanying copy, illustrations with material, photography, and other graphic elements. the recommeted minimum distances that define this territory here are outlined for the Dollar Store on this page. the recommened minimum distance that define this territory are determined from the top principle standards of Dollar Store rules.

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DOLLAR TREE DOLLAR STORE

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(re)action_ p ainting

couture.

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objective To create a working logo/brand for this company, and (2) gallon size containers (interior and exterior), (2) quart size containers (interior and exterior), (2) spray cans (gloss and semi-gloss)

solution To bring in the idea of couture in all lifestyles. The fact that all people should have amazing color in their life.

Everyone wants more for their money, and with Benjamin Moore’s new paint line anyone can have the sophistication of couture paint in their home.

project title Benjamin Moore

key ideas Memorable Fun New Colorful Beautiful Interactive

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DOLLAR STORE

Dollar

Doll r Store

DOLLAR STORE DOLLAR STORE

DOLLAR STORE

DOLLAR STORE DOLLAR STORE

DOLLAR STORE

DOLLAR STORE

NEDDS TEXT STILL

DOLLAR STORE

DOLLAR STORE DOLLAR STORE DOLLAR DOLLAR STORE STORE

NEDDS TEXT STILL Doll r

DOLLAR STORE Store

NEDDS TEXT STILL

DOLLAR STORE

DOLLAR STORE NEDDS TEXT STILL

Dollar Store

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DOLLAR STORE

NEDDS TEXT STILL

NEDDS TEXT STILL

DOLLA

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ginal Logo

FerrellGas Your Propane Connection

Liquid Agency Brand Marketing

Page 7

Hitachi: Viviti Identity Round 1: 02.16.11

Logo Comparison: Original to Simplified Explorations_Option E Liquid Agency Brand Marketing

Page 7

Hitachi: Viviti Identity Round 1: 02.16.11

Logo Comparison: Original to Simplified Explorations_Option E

Banner 468 x 60 px

Current Standard logo

Logo ReďŹ nement LOREM IPSUM DORET LOR SERTIMA PERSEPHUS MORE >

Banner 468 x 60 px

Current Small Use logo

SiMPLiFiEd

LOREM IPSUM DORET LOR SERTIMA PERSEPHUS MORE >

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.

Randy Shaw

randys@uptowntloin.org 415.885.3286

126 Hyde Street San Francisco, CA 94102 T: 415. 799.5680 F: 415. 799.0980 www.uptownloin.org

Elaine Zamora

elainez@uptowntloin 415.885.3286

126 Hyde Street San Francisco, CA 94 T: 415. 799.5680 F: 415. 799.0980

FerrellGas

www.uptownloin.o

Your Propane Connection

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Thank (you)_ to all my

friends and family whose love and support kept me sane. A special thanks to my parents who gave me hope at my lowest points.

Thank you to my teachers and mentors who have nurtured my dream to a living career. p r o j e c t n a m e | c l a s s | i n s t r u c t o r | 157