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PORTFOLIO THE DESIGN WORK OF ROB FULLMER

PORTFOLIO THE DESIGN WORK OF ROB FULLMER

To Natalie, for always going on snack runs with me.

Š 2016 Rob Fullmer Text and photos: Rob Fullmer Digital printing and binding: Blurb.com

CONTENTS Introduction v

Epic History 1

Blossfeldt 24

Little Wars 32

Swashbuckler 42

Randomly Red 72

Fire Starter 82

Reading First 88

Deli Bean 100

Red Rabbit 108

iii

“THOSE WHO TELL THE STORIES RULE SOCIETY.” –Plato

INTRODUCTION Hi. I’m Rob Fullmer and I’m a designer. I wasn’t always a designer. I’ve worked as an archaeologist, reporter, photographer, illustrator and cook. All of these jobs (well, almost all of them) have helped turn me into the designer that I am today.

I love to pull elements from who I am, whether it is a love of history or my sense of humor, and work it in to my designs. I still have a love of history and exploration, which shows in the Epic History and Swashbuckler film festival projects, but I also understand that each project has a story of its own and needs to be customized.

For me, one of the most important elements in any design is the story that it tells. In fact, if a design isn’t working, more often than not, the problem is either in the hierarchy or in its storytelling. The best designs tell a distinct story and take their audience through a beginning, a middle and an end.

That is what I strive for in my designs. Some of the projects rely heavily on storytelling, like Epic History where there are distinct stories being told with the design systems. Other projects have more subtle, or simpler stories. For example, in Reading First, the entire story boils down to a simple equation.

Whether elaborate or simple, storytelling makes or breaks a design. Enjoy the stories told through these designs and contact me if there is a story I can tell for you.

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CHAPTER 1

ONCE THERE WAS A GIRL WHO HATED HISTORY EPIC HISTORY pic History was the kind of project that 12-year-old me would’ve loved! As the son of a high school history teacher, I was raised on all the best stories from the past. When I reached sixth grade, my father attempted to help me with a history report by telling me the story of Hannibal, scourge of the Romans, and this experience lit a fire that has stuck with me ever since.

Now, with children of my own, I’m telling the same stories that inspired me, and this time, I’m using my training and talents as a designer to spread these stories to a much larger audience.

But, despite my own enthusiasm, I have found that many kids just simply aren’t interested in the distant past. For me, the gauntlet was finally thrown by my own daughter one spring afternoon. I was walking her home from school and quizzing her on what she learned that day. She admitted that they talked about Alexander the Great in Social Studies. “Wow, that must’ve been cool,” I replied to her.

“No,” she sighed. “He’s boring!”

The challenge had been unintentionally offered, but mentally, I stooped down and picked up the gauntlet, accepting the task and setting me on this project.

Instructors Anitra Nottingham, Jeremy Stout and Sandra Isla Project A web series to excite kids about ancient history.

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One of the only times in their school career that kids are required to learn about ancient history is in sixth grade, when they are 12 years old. So, the first step of the project was to figure out how to reach this age of children. Dozens of kids were interviewed and quizzed about what they like and where they spend most of their time. I figured that this initial research was pretty useless as all of the answers were obviously going to be “television” and “video games.”

As expected, television and video games are exactly the kinds of things that kids like. But, what was surprising to me was just how much time kids were spending on YouTube. All of the children interviewed (except one) regularly log on to YouTube. Of those children, most of them could be found on YouTube every single day. YouTube is where they go for music, entertainment, news and to find the answers to things.

This is where my audience was spending its time. This is where I needed to go to reach them.

There already were several YouTube videos about history. Some were quite good. Many were not. None of them had a coordinated design style or any other products that corresponded to them.

Here was an opening for me.

Another thing that stood out to me about my audience is how they have a strong interest in comics and graphic novels, but very few groups have leveraged this to teach history. The interest was there, but to this point, very few creators had responded.

For my final tie-in, I asked myself what I would’ve wanted when I was a 12 year old. The answer was a game that involved collectible figures. I didn’t have research to support this tie-in, but I had a strong suspicion that it would work well.

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“If history were taught in the form of stories, it would never be forgotten.”

– Rudyard Kipling

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E EPIC HISTORY E EPIC HISTORY

E EPIC HISTORY E EPIC HISTORY

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VIDEO SERIES Fun and fast-paced online videos that will create an introduction to many of the great stories from Greece and Rome.

WEB COMICS A light-hearted series that tells some of the great stories from Greece and Rome, sharing the style of, and to be used in conjunction with, the video series.

ACTION FIGURES Collectable action figures based on Greek and Roman heroes.

The packaging and style of the figures will appeal to collectors, while the figures themselves will come with a set of game rules to help students interact with the characters in competitive play and in historical scenarios.

GAME The website will direct students to additional books and online materials about history. It will also serve as a resource for parents and teachers to download activities, lesson aides and teaching ideas.

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Alexander the Great conquered the world by the time he was 30 years old!

I am Dontellus, the famous greek historian...

* not actually a greek historian

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In 10 years, he led his troops from greece to the jungles of india. he never lost a battle!

and Alexander’s story begins with his first battle in central greece...

THE FALL OF THE

IMMORTALS

MACEDON To the north, though, a new army was building. Macedon was growing restless and attacking its neighbors.

It wasn’t long before they turned their eyes toward greece.

It all happened near the small town of Chaeronea, 338 BCE.

At this time, Sparta wasn’t very powerful, athens was strong, but Thebes was the powerhouse in Greece.

At first, the greeks ignored them.

They were too busy fighting each other...

GREECE

Greece had to put a stop to Macedon!

So, they gathered their armies from Thebes, Athens, and anywhere else they could get soldiers and marched to head them off.

When they finally realized that the Macedonians were a threat, they had already marched down into greece!

Thebes sent Theagenes, the mighty general,

But Macedon was ready for them with thousands of specially trained and prepared soldiers...

Athens sent Chares and Lysicles to lead their army.

Led by Philip II, King of Macedon

along with the Sacred Band, 300 elite soldiers thought to be invincible.

And his son, Alexander!

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STRATEGIES

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CHAPTER 2

ONCE THERE WAS A MAN WHO SAW WHAT OTHERS COULDN’T BLOSSFELDT ART BOOK n Germany, years before the second World War, a 60-year-old man built himself a camera. The camera wasn’t normal. It could magnify an object up to 30 times its actual size. This device opened up an entire world to the man, and he shared what he found with the rest of the world.

Karl Blossfeldt first published his photographs in a book titled, Urformen der Kunst (Art Forms in Nature) in 1928. It was an overnight success and devotees were fascinated by the abstract shapes and structures in nature that his photography revealed.

Given access to his fantastic photography and some text, my challenge was to design a book that would present his work in a means that was both intriguing and invisible. I needed to suggest the mystery of his photography while not distracting from the beautiful images themselves.

I began with a classic typeface that reflected the beauty of pen strokes and grounded the book in more of a traditional design.

But then, I took what was common and accepted and I began to break it up, move it around so that what is normally considered common became surprising and unexpected, much like Blossfeld’s photography.

That was enough to capture the readers’ attention on the cover and title page, but then, for the text itself, I pulled back and allowed the photographs to speak for themselves. Nothing distracts more from an art book than over-designing. I kept the tones soft to reflect the colors found in his duo-tone photography, but then offered generous margins and white space to keep the focus on the photographs themselves.

In the end, the cover design intrigues, but then pulls back to allow readers the delight found in Blossfeld’s photography.

Instructors Nadine Brown Project A book for nature photographer Karl Blossfeldt.

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CHAPTER 3

THE SOLDIERS WERE TINY, BUT THE BATTLES WERE FIERCE LITTLE WARS G Wells was a master storyteller. He wrote science fiction greats like War of the Worlds and The Time Machine. What most people don’t know, however, is that he also created games. Games of imagination poured from his pen the same as any fiction. They were games that he played with his kids, games that he played with his friends, and games that he became so involved with that he drafted his children’s toys and banished his wife and her friends from entering the room so as not to disturb it.

One of these games was called, Little Wars.

I first came across the book Little Wars when it was referenced in an old news report about actor Peter Cushing from 1956 on YouTube. The full title is: “Little Wars; a game for boys from twelve years of age to one hundred and fifty and for that more intelligent sort of girl who likes boys’ games and books.”

Ignoring how insulting this title is to girls, I hunted down a digital copy and read it. It was quaint, charming and absolutely fantastic. It outlined a game that H.G. Wells had made with the help of some friends to play out wars in miniature using his children’s toys. In the book were not only rules, but riveting accounts of battles replayed for our entertainment.

The book was a classic, pure and simple. But, when I tried to find a physical copy, I was completely lost. The book just simply couldn’t be found. I dug through any used book store I came to and still, no copies.

Instructor Lian Ng Project Redesign a book.

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Finally, I found a small online company that had reprinted the book in a smaller scale as close to the original as possible. I snatched it up. Sadly, the little paperback that arrived a couple of weeks later just didn’t do the book justice. The photographs were tiny, the illustrations were all over the place and the book easily got lost on my shelves.

When this project came, and I was to choose a book, there was no hesitation whatsoever. Little Wars needed to rise again!

The game transforms your living room floor into the battleground, complete with props and barriers to make the game more realistic. The design of the book had to follow suit. So, bags of toy soldiers were brought in, wooden blocks were located and books were torn off the shelves to set up the battle.

My camera at the ready, I witnessed mad charges by the heroic cavalry, staunch defense of the fortifications by valiant soldiers and mad retreats when the action got too hot.

In the end, the design reflects a modern interpretation of the early 1900s publications and the colors stuck close to faded french and american toy soldiers. All of the original illustrations, though charming, did little to help explain the rules. Instead, silhouettes of the soldiers took their place. Modern photography joined with the original photography and a few appendixes from one of H.G. Wells’ other books were added to help really flesh-out the game.

Although not available for print, the finished ebook is regularly read and collected online.

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CHAPTER 4

THERE ONCE WAS A MAN WHO CREATED DREAMS SWASHBUCKLER FILM FESTIVAL ou probably have never heard of classic film director Michael Curtiz, but I can guarantee that you’ve heard of his films. They were filled with fantasy, adventure and romance. Michael Curtiz was one of the most prolific directors in all of Hollywood. With 171 films to his credit, he has produced some of the most recognized films in the history of the American cinema. His credits include Errol Flynn adventures like Captain Blood and The Adventures of Robin Hood, along with classic dramas such as Casablanca and Mildred Pierce and comedies like White Christmas.

No matter what the subject matter, Curtiz’s films have a tradition of drawing the audience in to their stories and giving them a lasting adventure with action and romance. His characters are often archetypes (the reluctant hero, the damsel in distress), but it is the conflict between them that draws the audience in.

Curtiz, himself, was known for being almost inhumanly focused on his work. Once, he was injured from falling out of a car because he was taking notes while driving. He also disliked actors that wasted time on things like lunch. At the same time, he could be very difficult to work with. He had his favorite actors, but wanted their best performances.

Curtiz began his career in Budapest, Hungary, his native country.

After World War II, he created films all over Europe. It was one of these, a Biblical film, that he caught the attention of Jack Warner of Warner Brothers Studio in Hollywood. Jack convinced Curtiz to come to California and make films for them in 1926.

Instructor Marc English Project A film festival for Michael Curtiz

Swashbuckler 43

DESIGN BRIEF DIRECTOR BIOGRAPHY Michael Curtiz was one of the most prolific directors in all of Hollywood. With 171 films to his credit, he has produced some of the most recognized films in the history of the American cinema. His credits include Errol Flynn adventures like Captain Blood and The Adventures of Robin Hood, along with classic dramas such as Casablanca and Mildred Pierce and comedies like White Christmas.

FESTIVAL HISTORY This film festival will celebrate the renovation and the reopening of the classic Al Ringling theater in Baraboo, Wisconsin.

AUDIENCE The festival will focus on adults that are either nostalgic for Curtiz’s films or unfamiliar with them. The draw will largely be upper middle-class, but could appeal to average movie goers of all kinds.

FILMOGRAPHY The festival will focus primarily on Michael Curtiz’s adventure films from the 1930s and 1940s: Captain Blood The Charge of the Light Brigade The Adventures of Robin Hood The Sea Hawk Santa Fe Trail The Sea Wolf Additional films may be added.

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Curtiz

TITLE DEVELOPMENT From early in the process I knew I wanted to reference early movie posters for the title treatment of this festival. The word “swashbuckler” evokes either a bold, larger-than-life treatment, or a swash-filled italic face.

I explored both possibilities.

The Adventure Films of Michael Curtiz Adventure

Films of Michael Curtiz

Adventure Films of Michael Curtiz

The Adventure Films of Michael Curtiz

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The Adventure Films of Michael Curtiz

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THE ADVENTURE FILMS OF MICHAEL CURTIZ

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ENTURE

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THE ADVENTURE FILMS OF MICHAEL CURTIZ

AL. RINGLING THEATER, BARABOO, WISCONSIN MAY 12–15, 2016 WWW.MICHAELCURTIZ.COM

AL. RINGLING THEATER, BARABOO, WISCONSIN MAY 7–10, 2016 WWW.MICHAELCURTIZ.COM

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“FORWARD, THE LIGHT BRIGADE! CHARGE FOR THE GUNS,” HE SAID; INTO THE VALLEY OF DEATH RODE THE SIX HUNDRED.

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THE ADVENTURE FILMS OF MICHAEL CURTIZ

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MICHAEL CURTIZ

VENUE

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AL. RINGLING THEATER, BARABOO, WISCONSIN MAY 12 – 15, 2016

ABOUT MICHAEL CURTIZ

THE FILM FESTVIAL

THE LATEST NEWS

GET TICKETS!

AL. RINGILING THEATER Nestled in the hills of south central Wisconsin, in the quiet town of Baraboo, on the courthouse square, sits a very unique theater. Built originally by the Ringling Brothers Circus owners, the Al Ringling Theater is a throwback to what movie theaters once were. It was designed to copy the Paris Opera House, complete with beautiful murals, and box seats. The chandelier dominates the one room and illuminates the classic paintings decorating the ceiling. Red velvet and gold leaf filigree present a rich environment that enchants visitors. Built in the early 1900s, the theater went through a period of disrepair, but recent efforts by the community have enabled a complete renovation. This year, the theater marks its 100 year anniversary. All of the festival will take place in and around this majestic theater.

For more information about the theater, please visit their site.

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CHAPTER 5

ONCE THERE WAS A COLOR THAT NEEDED MEANING RANDOMLY RED ed is a color that means a lot of things, depending on the context. This series of nine posters were designed to explore how type and context could add meaning to a single color. I used a single word for each. The end result gave some that were obvious, some that were abstract, and a few that were short stories within themselves.

The first challenge was to explore what the color red even meant to me. I dug through images, stories, poems, my refrigerator and jokes to get some idea. There were some ideas that stuck.

Those were the ones that were mocked up for the poster series.

The next step was determining what typefaces worked best for each concept and, how I should build each one. Some simply needed time to rot or wrinkle. Some required lengthy set up and one required a pint of Halloween vampire blood. Who knew that it came in pints?

The posters themselves were printed on Epson premium presentation paper and housed in a hand-made case.

Instructor Lian Ng Project A series of 9 posters around a color.

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CHAPTER 6

ONCE THERE WAS A BOY WHO COULDN’T START A FIRE FIRESTARTER KIT t was a beautiful fall evening, sitting around a fire pit, enjoying a campout. In fact, the only thing missing from the evening was an actual fire. There was wood, there was tinder, there were matches. But, there was no fire. Instead, there were two boy scouts frantically lighting matches trying to get the campfire started. Years of training were completely ignored in favor of ever popular but never effective technique of throwing as many lit matches as possible onto the wood hoping that it will magically catch fire.

It didn’t. Undaunted, the boys each declared that they would be the first to get the fire going! More matches were lit and any flammable material they could get their hands on was added to the mix. The burnt matches piled up. and the competition became more and more intense.

The objective of this piece was to represent a timeline of an event on packaging of some kind. I needed to visually show time passing, but wished to tell a story while I was doing it. The image of this competition between boy scouts came to mind. So did the pile of burnt matches. I decided to use that imagery to show just how the fire starting competition played out.

It was so frustrating, watching these two attempt to do something as simple as start a fire. I started wondering what sort of product could be used to show the burnt matches timeline. I decided upon the most useless contraption for starting a fire that I’ve ever come across: the bow drill. People always say that anciently, man made fire from rubbing sticks together. But, I’ve never actually seen anyone ever be able to do that. Ever. So, why not represent a couple of scouts unable to make a fire with the most ineffective fire making contraption I know.

Instructor Anitra Nottingham Project Design a timeline.

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SCOUT 2

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SCOUT 1 Spark!

SCOUT 2

Spark!

SEE WHO WILL WIN? SCOUT 1

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CHAPTER 7

ONCE THERE WAS A MAN WHO COULDN’T READ READING FIRST he National Institute in Literacy reports that currently, 32 million Americans can not read. That is almost 14% of the adult population. More than 21% of adults read below a 5th grade level and a full 19% of high school graduates can’t read.

These figures shocked me! At first I didn’t believe them. Figures on the internet so often get over-inflated to make one point or another. But, the more I researched it, the more I realized that the first numbers I saw were actually on the conservative side.

When you look at the prison population, as many as 70% of the inmates can’t read above a 4th grade level.

And the numbers haven’t changed in more than 10 years.

What can design do to help the problem? How do you even communicate to those who cannot read without using words?

Those were the challenges in this project.

The primary focus of the program was the visual system. A strong logo and symbols were worked into it to try and communicate as simply as possible. I focused on two major messages that I wanted to transmit to my audience. The first is that reading is a valuable skill. The second is that it is still within the reach of anyone that wants to learn.

For that, I turned to stories. Short, simple stories that audience members can relate to. Short stories that help them see just what reading skills could do for them. The end results were a series of posters, videos and a website that focused on helping the illiterate know where to find help.

Instructor Marc English Project Identity system for a cause.

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READING FIRST

Pick your County

608.356.6166 Baraboo Area Literacy Council 230 Fourth Ave. Baraboo, WI 53913

It Works Reading is a skill that is within the reach of every single American. For some, school simply didn’t fit their learning style. For others, reading was difficult due to medical conditions. No matter your reason for not learning to read well, Reading First can help you change your life.

It begins with students that have a desire to change their lives. Next, add tutors that care.

Finally, add the resources that are available in every county of the United States. The final results are amazing. But, don’t take our word for it. Click the map to find the nearest tutoring center.

Add a foundation

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© 2014 Rob Fullmer. All Rights Reserved.

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www.RedingFirst.com

www.RedingFirst.com

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Reading First 99

CHAPTER 8

ONCE THERE WAS A MAN WHO SOLD COMFORT DELI BEAN WEBSITE n the quiet main street of a small Wisconsin town, underneath a green awning, sits a very unassuming café. Inside, it is filled with all of the knick knacks and detritus of Rockwellian America. Small watering cans festoon the shelves and paintings of old barns adorn the walls. There is always coffee brewing and on slow mornings, the proprietor can be talkative.

This could be any café. But then, you order a cup of his specially blended coffee, a slice of the homemade pie, a slice of warm quiche. Or, if you are lucky, you unwittingly ask for one of the blueberry scones. “Do you want that warmed up?” they ask.

“Sure,” is all you can think to say as you find a spot to sit down and watch people passing by outside.

Your scone is brought to you along with your cup of coffee and you casually take a sip and a small bite of the scone. Instantly, your body, which was unconsciously tightened up in preparation for a long day, relaxes. Your heart beat slows. Your whole demeanor softens and you mind pauses. Your eyes, slowly realizing that something is going on, drift down toward the food you had just consumed. There, on your table, is not food. There on your table sits comfort. And suddenly, you realize that it is going to be a very good day.

This is the experience of many at the Deli Bean café. But, by looking at their website, you’d never know it. The bane of so many small businesses is the poorly designed website. Too much text, poorly organized information and a never-ending supply of badly lit photographs. This had to change. The Deli Bean deserved better!

Instructor Lloyd Mitchell Project A website for a local business.

Deli Bean 101

KEYWORDS

SOUNDTRACK

Comfortable Nora Jones Familiar Nat King Cole Quiet James Taylor Adjectives Soundtrack Warm European Warm Comfortable Nora Jones Intimate European Familiar Nat King Cole Intimate

Quiet

COLORS Adjectives

James Taylor Soundtrack

Comfortable

Warm

Nora Jones

Familiar

European

Nat King Cole

Quiet

Intimate

James Taylor

Adjectives

Soundtrack

Comfortable

Warm

Nora Jones

Familiar

European

Nat King Cole

Quiet

Intimate

James Taylor

TEXTURES

PHOTOGRAPHY

102  Rob Fullmer

Deli Bean Desktop wireframe Page 1

Rob Fullmer GR605

LOGO Link

Link

Link

Link

Link

Link

Specials

Hours

Link

Link

Link

Link

Deli Bean 103

Deli Bean Desktop Mock up Page 2

RY & COFF E KE A

E

608-524-3373

266 E Main St., Reedsburg, WI

OP SH

DELI ,B

Rob Fullmer GR605

Home

BREAKFAST Lunch

Catering

BREAKFAST

Breakfast Sandwiches On bagel or english muffin

BACON, EGG & CHEDDAR

Gift Boxes

Directions

Hours

7 am to 5 pm, Monday–Friday Saturday 7 am to 3 pm

TURKEY, EGG, MUSHROOM & PROVOLONE HAM, EGG & SWISS PEANUT BUTTER & JELLY OR CREAM CHEESE PLAIN BAGEL OR ENGLISH MUFFIN OTHER Quiche Huevos Rancheros

Breakfast

Lunch

Catering

Gift Boxes

Rollers

12-inch tortilla wraps CLUB ROLLER Turkey, bacon, lettuce, tomato, mayo & sprouts on wheat tortilla BAY CITY ROLLER Oven roasted beef, turkey, swiss, tomato, cucumbers, sprouts with seasoned spread on flour tortilla IOWA’S PRIDE ROLLER Ham, swiss, pickled peppers, tomato, cucumber, lettuce, sprouts, dill spread on wheat tortilla GREEK ROLLER Feta, olive blend, mushrooms, cucumbers, lettuce, tomato, greek spread on tomato-basil tortilla MEDITERRANEAN WRAP Spinach, mushrooms, olives, tomato, cucumbers, sprouts, hummus spread on tomato-basil tortilla FALAFEL ROLLER Falafel, tomato, cucumbers, lettuce & hummus spread MEXICAN ROLLER Spicy refried beans, olives, lettuce, onions, tomato, cheese on flour tortilla, with tortilla chips, salsa & sour cream TURKEY VEGGIE ROLLER Turkey, veggies, lettuce, tomato, cucumber, sprouts, dill spread on spinach tortilla VEGGIE ROLLER Veggies, lettuce, tomato, mushrooms, cucumber, sprouts, dill spread on spinach tortilla Copyright Deli Bean Cafe. All rights reserved.

104 Rob Fullmer

Questions? Email us marilyn@delibeancafe.com

Deli Bean Desktop Mock up

RY & COFF E KE A

E

608-524-3373

266 E Main St., Reedsburg, WI

OP SH

DELI ,B

Rob Fullmer GR605

HOME

Breakfast

Lunch

Catering

Gift Boxes

Directions

Specials ROASTED VEGGIE SANDWICH Roasted eggplant and zucchini with spinach, tomatoes, provolone, with a pesto mayo spread on sliced sourdough and grilled.

CREAMY SQUASH SOUP

A one-of-a-kind Deli and Coffee Shop with a great location in beautiful historic downtown Reedsburg, Wisconsin. We're proud to serve only high-quality food and drink without pretention, smoke or grease.

Hours

7 am to 5 pm, Monday–Friday Saturday 7 am to 3 pm

Our extensive menu contains everything from soups & salads, wraps & paninis to espresso & cheesecake. Our coffee is brewed in four different flavors daily and our iced tea is fresh brewed.

Our extensive menu contains everything from soups & salads, wraps & paninis to espresso & cheesecake. Everything on our menu is available all the time with few exceptions. You can get lunch at 7am if you like.

We're happy to make anything into carry-out for you.

Breakfast

Lunch

Catering

Gift Boxes

COFFEE & TEA You won't find a better buy than our coffee. Pair your favorite with scones, muffins, bagels, pies, cakes, cookies, and baklawa. There are four different coffees available daily, including one premium Fair Trade Organic from Just Coffee in Madison, WI. We brew our own iced tea and usually have Ginger Peach Green, Plum Mango and regular Black Tea as well. Loose and bagged teas are also available.

Copyright Deli Bean Cafe. All rights reserved.

Questions? Email us marilyn@delibeancafe.com

Deli Bean 105

Deli Bean Mobile wireframe Rob Fullmer GR605

Page 1

Page 2

LOGO

Page 3

LOGO

LOGO

MENU Hours

Hours

Hours

Specials

Sandwiches

Directions

Hot Sandwiches Link

Link

Sides Link

Link

Drinks

106  Rob Fullmer

Deli Bean 107

CHAPTER 9

THERE ONCE WAS A BAKER WHO MADE MARVELOUS THINGS RED RABBIT BAKERY doughnut company going out of business should be a crime. Not one that can be prosecuted, but a crime on a bigger, more spiritual level. And, a doughnut company that closes while making exclusively vegan doughnuts is a crime against nature herself.

Such was the case of Red Rabbit Bakery in Austin, Texas. This small, unassuming bakery decided to create vegan doughnuts and experimented with the most unusual flavors they could concoct. They sold them out of a small trailer at parks, farmers markets and special events. Very quickly, they became known for their doughnuts and, vegan or not, everyone wanted them!

The doughnuts became difficult to get. Red Rabbit Bakery began to sell out before lunch. Then, they began to sell out before breakfast! The small band of bakers simply couldn’t keep up with the demand for their doughnuts.

That’s where this project came in. What this small company needed was a solid brand and a means of expanding so that doughnuts could be plentiful across all of Austin and, perhaps, across America. I began by analyzing what the company was, who their audience members were and what would best help them. Mood boards were developed and potential audience members were identified so we could better target the design.

Then, big, bold, solid shapes and colors became the goal as I explored icons and logotypes. A lot of different rabbit approaches were considered and tried on different packaging and signage.

When one was finally decided upon, the rest of the system quickly followed.

Instructor Gordon Mortensen Project Rebrand a failed company.

Red Rabbit Bakery 109

Original logo

110  Rob Fullmer

REDRABBIT B A K E RY

Red Rabbit Bakery 111

112  Rob Fullmer

Red Rabbit Bakery 113

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DOUGHNUTS DOUGHNUTS REDRABBIT

REDRABBIT

B A K E RY

B A K E RY

DOUGHNUTS REDRABBIT B A K E RY

Red Rabbit Bakery 115

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www.robfullmer.me