Focus+Function Design Portfolio of Richard Tom
Focus+Function Design Portfolio of Richard Tom
Student
Richard Tom
School
Academy of Art University
School of Graphic Design
Course
Senior Portfolio
Instructor
Mary Scott
Phone 510.439.6512 Email richardtom@icloud.com Web richardtomdesign.com Address
403 Lighthouse Court Hercules, California 94547
Title Focus+Function Printer
Giant Horse Printing
Binder
The Key Printing & Binding
Text Stock
100# Finch Fine
Photography Richard Tom Camera
Canon Rebel T3i
Typefaces
Akzidenz Grotesk
Software
Adobe Creative Suite 6
Š Copyright 2013. All rights reserved. No part of this publication may be be copied or distributed, in whole or in part, without the express written consent of Richard Tom.
For Mom, Dad, and Edric
Focus+Function strictly follows the requirement in which design needs to have a functional purpose. Designers must put all their focus into a project in order to make it functional for the end user to experience. The result of this requirement is what makes design successful. The following works are examples of what yields the result of truly focused and functional graphic design.
Focusing on:
Table of Contents
Fire Water
12
Wild Turkey Evolutionary & Revolutionary
Classy Rock
24
Encore Wine
Vintage Denim
36
Lucky Brand Identity Redesign
Care Givers Kingdom Pet Boutique
Fizzy Pop
50 82
Bottle the World Soda Convention
Keeping Fit
100
Don’t Give In Fitness Campaign
Medieval Battle
120
Infinity Blade: The Board Game
Sustaining Fuel
134
Gas Vs. Fuel Cell Book
Making Marks Selected Identity Works
146
Focus+function
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Focusing on:
Fire Water Instructor Class Term
12
Thomas McNulty Package Design 4 Spring 2012
| richard t o m
Category Deliverable Duration
Packaging, Branding Two Bottles 5 Weeks
Keywords
Western Bold Classic
wild turke y ev o luti o nar y & rev o luti o nar y | f o c u s o n e
As one of the iconic brands of spirits in American culture, Wild Turkey is represented as one of Kentucky’s strongest straight bourbon whiskies. The high proof count and intensity of flavor is what bourbon drinkers have come to appreciate over the years. Due to the high popularity of the drink, this is why the focus of evolving the design of the label became so crucial. This project was designed with the function of elevating the brand to a higher standard and bringing that classic American taste to its label.
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01 02 03 04 05 06 07 08 09
wild turkey evolutionary & revolutionary | focus one
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Focus+function
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01 02 03 04 05 06 07 08 09
wild turke y ev o luti o nar y & rev o luti o nar y | f o c u s o n e
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Focus+function
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01 02 03 04 05 06 07 08 09
wild turke y ev o luti o nar y & rev o luti o nar y | f o c u s o n e
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Focus+function
20
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01 02 03 04 05 06 07 08 09
wild turkey evolutionary & revolutionary | focus one
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Focus+function
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01 02 03 04 05 06 07 08 09
wild turke y ev o luti o nar y & rev o luti o nar y | f o c u s o n e
23
Focus+function
01 02 03 04 05 06 07 08 09
Focusing on:
Classy Rock Instructor Class Term
24
Christine George Package Design 3 Fall 2011
| richard t o m
Category Deliverable Duration
Packaging, Branding Three Bottles 7 Weeks
Keywords
Minimal Colorful Clever
E nc o re W ine | f o c u s t w o
Owner/winemaker Charles Smith with his big hair, kick-ass attitude and bold packaging arrived in the Walla Walla Valley following eleven years in Scandinavia managing rock bands. Originally from nothern California, he has been involved with wine personally and professionally his entire life. The history of this unique individual sparked the intention to rebrand his wine lineup to match his determination for modernizing wine. Smith’s wine, rebranded as “Encore” — is a throwback to a rock concert in which audiences clamor for an encore presentation. The same concept was brought to its function: wine drinkers clamoring for another encore glass.
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01 02 03 04 05 06 07 08 09
Encore Wine | focus two
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Focus+function
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Encore Wine | focus two
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Focus+function
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01 02 03 04 05 06 07 08 09
E nc o re W ine | f o c u s t w o
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Focus+function
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01 02 03 04 05 06 07 08 09
E nc o re W ine | f o c u s t w o
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Focus+function
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01 02 03 04 05 06 07 08 09
E nc o re W ine | f o c u s t w o
35
Focus+function
01 02 03 04 05 06 07 08 09
Focusing on:
Vintage Denim
Instructor Class Term
36
Thomas McNulty Identity 2 Fall 2011
| richard t o m
Category Deliverable Duration
Branding Logomark 5 Weeks
Keywords
Vintage Rugged American
Lucky brand Identity Redesign | focus three
A pair of jeans can be identified as everything between rugged everyday pants to distinguished denim. An ubiqiutous article of clothing, it has gained great respect and is beloved by Americans today. This is why Lucky Brand Jeans was chosen as the focus for an identity redesign. The brand markets itself as a premium denim company, but varies their logomark across their products. This project serves the function of creating an iconic mark in which it can be used not only to represent the premium brand, but serve as a reminder of vintage and classic styles.
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01 02 03 04 05 06 07 08 09
Lucky brand Identity Redesign | focus three
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Focus+function
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01 02 03 04 05 06 07 08 09
L uck y brand I dentit y R edesign | f o c u s t h ree
LUCKY
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Focus+function
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01 02 03 04 05 06 07 08 09
Lucky brand Identity Redesign | focus three
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Focus+function
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01 02 03 04 05 06 07 08 09
L uck y brand I dentit y R edesign | f o c u s t h ree
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Focus+function
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01 02 03 04 05 06 07 08 09
Lucky brand Identity Redesign | focus three
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Focus+function
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01 02 03 04 05 06 07 08 09
Lucky brand Identity Redesign | focus three
49
Focus+function
01 02 03 04 05 06 07 08 09
Focusing on:
Care Givers Instructor Class Term
50
Thomas McNulty Package Design 4 Spring 2012
| richard t o m
Category Deliverable Duration
Packaging, Branding Packaging Lines 8 Weeks
Keywords
Premium Environmental Boutique
Kingdom pet boutique | focus four
Our pets are our family. They are valued members and deserve the same love and care that we give our human counterparts. In addition, people are becoming more cognizant of their environment and attempting to live a healthier lifestyle. That lifestyle should be the same for our pets. The brand Kingdom was created as a premium pet boutique tailored to our animal friends with an environmental focus. The function of the project was to create products in which our pets can adopt the same eco-friendly lifestyle that we follow. The project was a collaboration with Chelsea Arrington, Leia Perkins, Mariana Paz, Rachel Pan, and Phoebe Crenshaw. We collectively created the branding for Kingdom and its various subbrands.
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Terrain Focus Keywords
52
Lagoon Dogs, Cats, & Land Animals Quirky Bold Craft
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Focus Keywords
Fish & Aquatic Animals Watercolors Bright Colorful
Kingdom pet boutique | focus four
Haven Focus Keywords
Oasis Pet Bakery Birds Antique Calming Freedom
Focus Keywords
Bakery Vintage Simple Appetizing
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01 02 03 04 05 06 07 08 09
Kingdom pet boutique | focus four
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
Kingdom pet boutique | focus four
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
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01 02 03 04 05 06 07 08 09
K ingd o m pet b o utique | f o c u s f o u r
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Focus+function
01 02 03 04 05 06 07 08 09
Focusing on:
Fizzy Pop Instructor Class Term
82
Nicole Flores Print 1 Spring 2011
| richard t o m
Category Deliverable Duration
Print, Branding Print Media 14 Weeks
Keywords
International Colorful Friendly
Bottle the world soda convention | focus five
How many times has one walked through the soft drink section of a grocery store and noticed all the flavors of sodas? The origin of each of the carbonated drinks can be sourced from all over the world. This birthed the concept of creating a convention in which invitees gather together to experience soda offerings from around the globe. “Bottle the World� serves as an educational and entertaining place to learn and experience the growing love for soft drinks. The function of the convention was to create a centerfold of fun-for-all-ages imagery celebrating soda pop.
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Bottle the world soda convention | focus five
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Focus+function
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01 02 03 04 05 06 07 08 09
B o ttle the w o rld s o da c o nventi o n | f o c u s f i ve
B O T T L E
T H E
W O R L D
87
ボトル ワ ー ルド
Focus+function
88
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M O S C O N E
W E S T
|
J U N E
1 0 - 1 2 ,
S O D A
2 0 1 1
P O P
W O R L D
I N T E R N A T I O N A L
T H E
C E N T E R
E X P E R I E N C E
B O T T L E
B o ttle the w o rld s o da c o nventi o n | f o c u s f i ve
89
Focus+function
01 02 03 04 05 06 07 08 09
BOTELLA DEL MUNDO
B O T T L E E X P E R I E N C E M O S C O N E
90
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W O R L D
T H E
I N T E R N A T I O N A L
C E N T E R
W E S T
|
J U N E
S O D A
P O P
1 0 - 1 2 ,
2 0 1 1
Bottle the world soda convention | focus five
B O T T L E E X P E R I E N C E M O S C O N E
W O R L D
T H E
I N T E R N A T I O N A L
C E N T E R
W E S T
|
J U N E
S O D A
P O P
1 0 - 1 2 ,
2 0 1 1
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01 02 03 04 05 06 07 08 09
Bottle the world soda convention | focus five
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Focus+function
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01 02 03 04 05 06 07 08 09
Bottle the world soda convention | focus five
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Focus+function
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01 02 03 04 05 06 07 08 09
B o ttle the w o rld s o da c o nventi o n | f o c u s f i ve
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Focus+function
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01 02 03 04 05 06 07 08 09
Bottle the world soda convention | focus five
99
Focus+function
01 02 03 04 05 06 07 08 09
Focusing on:
Keeping Fit Instructor Class Term
100
Nicole Flores Print 2 Spring 2012
| richard t o m
Category Deliverable Duration
Print, Branding Print Media 14 Weeks
Keywords
Bold Bright Motivational
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
The age old saying “I need to get myself back to the gym” is one often heard that prolongs our efforts of fitness and well-being. Why does one stop? What events could happen that could lead to a spiral of not keeping up with one’s own wellness? This is where the focus of a fitness campaign creates the awareness and motivation for the general public to keep up their efforts in going to the gym. “Don’t Give In” is the fitness campaign that functions to promote wellness among society and increase confidence in your own image. Maintaining a consistent routine helps individuals stay mentally and physically healthy while simultaneously achieving their fitness goal.
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Focus+function
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01 02 03 04 05 06 07 08 09
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
103
Focus+function
104
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01 02 03 04 05 06 07 08 09
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
105
Focus+function
106
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01 02 03 04 05 06 07 08 09
D o n ’ t give in fitness campaign | f o c u s s i x
107
Focus+function
01 02 03 04 05 06 07 08 09
25 % O F ALL AD U LTS ARE N OT AC T IV E AT AL L
45 % OF A MERICA NS EVENTUALLY US E EX ER CIS E EQUIP MENT AS CLOTHES HANGER S
BECAUSE SOMETIMES, WE CAN LOSE TRACK OF OUR GOALS The new campaign that keeps us going, planning ahead, & fighting guilty pleasures V I S I T U S A T W W W. D O N T G I V E I N . C O M | L I K E U S O N F A C E B O O K | F O L L O W U S O N T W I T T E R | P I N O U R B O A R D O N P I N T E R E S T
108
| richard t o m
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
19% O F HI G H S C HO O L STU D EN T S A R E A CT I V E F O R 2 0 MIN / A DAY
N E A R LY 5 0 % O F YO U N G PEO PL E A R E N O T V I G O R O US LY A CT I V E O N A DA I LY B A S I S
BECAUSE SOMETIMES, WE CAN LOSE TRACK OF OUR GOALS The new campaign that keeps us going, planning ahead, & fighting guilty pleasures V I S I T U S A T W W W. D O N T G I V E I N . C O M | L I K E U S O N F A C E B O O K | F O L L O W U S O N T W I T T E R | P I N O U R B O A R D O N P I N T E R E S T
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BECAUSE SOMETIMES, WE CAN LOSE TRACK OF OUR GOALS The new campaign that keeps us going, planning ahead, & fighting guilty pleasures
FOR MEN
FOR WOMEN
FOR KIDS
L I K E U S O N FA C E B O O K | F O L L O W U S O N T W I T T E R | P I N O U R B O A R D O N P I N T E R E S T
110
| richard t o m
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
FITNESS TRACKER
VIDEOS
BLOG
ABOUT
DID YOU SLIP UP? A BURGER HERE? SKIPPED A WORKOUT? Use the fitness tracker to see how much you have to compensate next time at the gym
W E I GHT
W HAT D I D YOU D O?
LA ST VI SI T TO THE GYM (I N D AYS)
L I K E U S O N FA C E B O O K | F O L L O W U S O N T W I T T E R | P I N O U R B O A R D O N P I N T E R E S T
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Focus+function
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01 02 03 04 05 06 07 08 09
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
113
Focus+function
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01 02 03 04 05 06 07 08 09
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
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Focus+function
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01 02 03 04 05 06 07 08 09
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
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Focus+function
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01 02 03 04 05 06 07 08 09
D o n ’ t g i v e i n f i t n e s s c a m pa i g n | f o c u s s i x
FOR MEN
FOR WOMEN
YOU HAVE A ...
35 DAY WORKOUT STREAK!
DID YOU SLIP UP?
TRACK TO MAKE UP FOR IT
FITNESS TRACKER WE IG HT
VIDEOS BLOG TIPS
WHAT D ID Y O U D O ?
LA ST V ISIT TO THE G Y M ( IN D AY S)
119
Focus+function
01 02 03 04 05 06 07 08 09
Focusing on:
Medieval Battle Instructor Class Term
120
Christine George Package Design 3 Spring 2012
| richard t o m
Category Deliverable Duration
Packaging Game Board 7 Weeks
Keywords
Dark Medieval Angular
infinit y blade : the b o ard game | f o c u s seve n
The fact that standard board games are currently being replaced by video games is a sad, but true realization. Yet, what would happen if the focus of a project could be to bring something that originated from the digital era and transform it into a physical and fun board game? Apple’s iOS App Store has seen huge success with the groundbreaking game “Infinity Blade.” The story of a lone warrior fighting many enemies to his ultimate rival is a story worthy of a board game. The function of the game was to translate the famous iOS title into a board game, complete with pieces and game structure; perfect for fans of the franchise.
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Focus+function
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A S T R AT E G I C G A OFFENSE, AND A
FOR AGES 1
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infinity blade board game | focus seven
AME OF DEFENSE, A B AT T L E O F W I T S
11 AND UP
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Focus+function
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infinity blade board game | focus seven
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Focus+function
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01 02 03 04 05 06 07 08 09
infinit y blade b o ard game | f o c u s seve n
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Focus+function
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01 02 03 04 05 06 07 08 09
infinit y blade b o ard game | f o c u s seve n
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Focus+function
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01 02 03 04 05 06 07 08 09
infinity blade board game | focus seven
131
Focus+function
01 02 03 04 05 06 07 08 09
INF
BL THE B
JOURNEY INTO THE
BASED OFF THE GLOBAL HIT FR NOW BEEN TRANSFORMED INT
ENJOY WITH ALL YOUR FRIEND C H O O S E T O P L AY A S E I T H E R T
T O D E F E AT Y O U R FAT H E R ’ S M U
HOWEVER, CHOOSE THE GOD K S I R I K N I G H T S AT A N Y C O S T. D
H A LT T H E I R O N C O M I N G AT TA C
EXPERIENCE INFINITY BLADE L DEFENSE, AND WITS TO COMP
IN THE NEXT BLOODLINE. UP T
AROUND IN A GAME OF HOSTI
© 2011, EPIC GAMES, INC. EPIC, EPIC GAMES, INFINITY BLADE, U
INC. IN THE UNITED STATES OF AMERICA AND ELSEWHERE. ALL
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| richard t o m
infinity blade board game | focus seven
FINITY
LADE OARD GAME
E WORLD OF THE DEATHLESS
ROM THE iOS APP STORE, INFINITY BLADE HAS O A P H Y S I C A L B O A R D G A M E T H AT Y O U C A N
DS! H E S I R I K N I G H T S A N D I N F L I T R AT E T H E C A S T L E
URDERER, THE TREACHEROUS GOD KING.
K I N G ’ S M I N I O N S , T H E D E AT H L E S S T O S T O P T H E E F U S E T R A P S A N D D E P L O Y T I TA N G U A R D S T O
CK.
L I K E Y O U N E V E R H AV E B E F O R E ! U S E O F F E N S E , LETE YOUR MISSION AND BECOME SUCCESSFUL
T O 6 - 8 P L AY E R S , E V E R Y O N E C A N G A T H E R
I L E TA K E O V E R .
UNREAL AND UNREAL ENGINE ARE TRADEMARKS OR REGISTERED TRADEMARKS OF EPIC GAMES,
L OTHER TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS.
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Focusing on:
Sustaining Fuel Instructor Class Term
134
Carolina de Bartolo Typography 4 Spring 2012
| richard t o m
Category Deliverable Duration
Typography Book, Website 14 Weeks
Keywords
Environmental Contrasting Clean
gas vs. fuel cell book | focus eight
Drivers are struggling to keep up with rising gas prices for vehicles that use fossil fuels. In a way, it can be considered survival—drivers surviving to pay for gas to get them from Point A to Point B. Thanks to recent technology advances, vehicles are now being manufactured with fuel cells. “Gas Vs. Fuel Cell” is a 90-page book focusing on the differences between gas and alternative fuels that are environmentally friendly. The function of the book serves as a scientific analysis of how the prospective vehicle purchaser can viably consider an alternative fuel and save the environment and trips to the fuel pump.
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gas vs. fuel cell book | focus eight
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Focus+function
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01 02 03 04 05 06 07 08 09
gas vs . fuel cell b o o k | f o c u s e i g h t
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Focus+function
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01 02 03 04 05 06 07 08 09
gas vs . fuel cell b o o k | f o c u s e i g h t
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Focus+function
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01 02 03 04 05 06 07 08 09
gas vs. fuel cell book | focus eight
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Focus+function
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01 02 03 04 05 06 07 08 09
gas vs . fuel cell b o o k | f o c u s e i g h t
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Focus+function
Focusing on:
Making Marks
146
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01 02 03 04 05 06 07 08 09
selected identit y w o rks | f o c u s n i n e
Every brand is represented by a color, a typeface, an icon, or simply just an abstract piece of art. What is the focus of this mark? It simply is the representation of a brand—how we as consumers remember it. The strength of a logomark can be the success or downfall of a company, which is why this small, yet definitive mark is so important in design.
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selected identit y w o rks | f o c u s n i n e
11149 4149 499
Focus+function
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selected identit y w o rks | f o c u s n i n e
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Focus+function
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selected identit y w o rks | f o c u s n i n e
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Focusing on:
Thank You
All the support, advice, and feedback that you all have given me over the years does not go unnoticed and deserves a thank you: Mom, Dad, Edric, Tiffany Moy, Mark Kuzio, Chelsea Arrington, Leia Perkins, Amanda Smith, Adrian Posadas, Eugene Smith III, Nelson Thachuk, Sean Cole, Patrick Lim, Kellin Patler, Juan Padilla, Mary Scott, Thomas McNulty, Christine George, Nicole Flores, Darrell Hayden, and Carolina de Bartolo.
Richard Tom richardtomdesign.com