^
VOLUME / 001
CATEGORY
BRAND MARKETING
ea
INTRINSIC / DESIGN PORTFOLIO OF STEFAN LEAL
1
2
3
4
5
6
7
8
001
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
1
2
3
4
5 6 7 LUKE 8 CLIENT BRYAN
^
CATEGORY BRAND MARKETING
INTRINSIC / DESIGN
PORTFOLIO OF STEFAN LEAL
VOLUME NO. 001
003
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN INTRINSIC / DESIGN
DURATION
1 2 3 4 LUKE 5 6 BRYAN 32 BRIDGE CAMPAIGN/
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
“The role of a creative leader is not to have all the ideas; it’s to create a culture where everyone can have ideas and feel that they’re valued.”
/
SIR KEN ROBINSON
INTRINSICALITY
NO.
1
2
3
4
5
6
CLIENT LUKE BRYAN
^ ICATEGORY N T RO D U C T I O N BRAND MARKETING H ELLO , STRANGER
IN A / NUTSHELL P R O J E C T T O TA L
/
006
PERSONAL INFO
/
NAME S T E FA N L E A L AGE 30 SIGN AQUARIUS
ABOUT
/
Graphic design to me, is the knowledge that communication is what sets us apart from every other being on the planet. It’s good design that communicates well. Simplicity is often noted as the highest form of sophistication, but many forget the fact that so much went into that simplicty. There is so much behind it. There is a flow and sense of connectivity to the quality of good design and without it there would be no reciprocation, reflection, or echo of brilliance. Within my work lies the essence of communication and an observation of the fundamental ingredients to that which creates my world. The works found in this portfolio are my explorations of multiple disciplines coming together in a graphic style.
004 /
005
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
PAGE 071
INTRINSIC / DESIGN
PAGE 057
|
PAGE 043
PAGE 011
PORTFOLIO OF STEFAN LEAL
JOSH WALDENDIRECTOR/CHOREOGRAPHER
INTRINSICALITY
NO.
1
2
3
4
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
004 INTRINSICALITY /
003
002 5
INTRINSICALITY /
A CABELA’S EXCLUSIVE
INTRINSICALITY /
BY LUKE BRYAN
INTRINSICALITY /
001
Michael Einfeld Management (818) 752-4238
CLIENT LUKE BRYAN
^ COLLECTION CATEGORY BRAND MARKETING
KEYWORDS
/
ALTERNATIVE COLORFUL STRUCTURED BOLD EDUCATIONAL SIMPLE PERCEPTIVE
005
006 INTRINSICALITY /
BRANDANDGUIDELINES GRAPHIC STANDARDS
INTRINSICALITY /
PAGE 089
PAGE 0111
RUSTIC
006 /
007
1
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
“ THE MOST IMPORTANT THING IN ALL FORMS OF COMMUNICATION IS HEARING WHAT ISN’T SAID.
“
PETER DRUCKER
008 /
009
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
INTRINSICALLY / MUSICAL NO. /
001 / 006
P R O J E C T D E TA I L S /
OBJECTIVE U T I L I Z E C A M PA I G N T R E AT M E N T S F O R C L I E N T L U K E B R YA N
T Y PE FAC E S ROCKWELL KEY WORDS EDGY DISTINCT BOLD RUSTIC
D AT E
/
FA L L 2 0 1 4
DELIVERABLES
/
STUDIO SIGNAGE WEB BANNERS W E B L AY O U T S GIFT CARDS PRODUCT
DESCRIPTION PROBLEM
/
THIS CAMPAIGN PROJECT REQUIRED A CONCEPT THAT
REFLECTED THE MUSICIANS HERITAGE AND STYLE. LOOKING AT LUKE BRYAN, ONE CAN SEE THAT HE HAS A VERY SPECIFIC LOOK—NO HAIR GEL OR RAZORS. THE PURPOSE OF HIS LOGO WAS TO BE ABLE TO UTILIZE VERSATILITY—IT COULD BE USED AT SUCH A SMALL SIZE, THE LOGO ITSELF CAN FORM INTO A SINGLE SHAPE. THIS CREATED THE CONCEPT OF UNITY AND THEREFORE REPRECUSSIONS OF RECOGNITION. SOLUTION TO CLEARLY VISUALIZE MY CONCEPT, I COMPARED THE STRUCTURE OF THE ACTUAL BRIDGE TO THAT OF THE PSYCHOLOGICAL EFFECTS OF ILLUSIONS ON THE MIND USING A “DOUBLE TAKE” APPROACH. SEMIOTICS PLAYS A MAJOR ROLE IN THIS COMMUNICATION. THE LOGO REVOLVES AROUND A SOUTHERN STYLE OF LUKE, AND GEORGIA. THE CAMPAIGN PROVIDES THE VIEWER WITH SOMETHING TO RELATE TO WHILE THE LOGO EVOKES A SENSE OF PRIDE FOR LUKE. HE NOW WEARS IT EVERY DAY.
011
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
013
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
INTRODUC
BY LUKE B
DEBUTING EXCLUSIVEL INTRINSICALITY
NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
CING
B R YA N
LY AT CABELA’S 14951_RM_DBWH_LUKEBRYAN32BRIDGE
015
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
017
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
CATEGORY ^
TYPOGRAPHIC DESIGN
CATEGORY BRAND MARKETING
019
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
BY LUKE BRYAN
A CABELA’S EXCLUSIVE
INTRINSICALITY
NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
BY LUKE BRYAN
A CABELA’S EXCLUSIVE
021
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
DURATION
2
NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
GIF T C A RD
GI FT C ARD
INTRINSICALITY
4
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
GIFT C ARD
G I F T C A RD
023
|
INTRINSIC / DESIGN
DURATION
2
TEA NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
LUK
# INTRINSICALITY
4
CONG
ML UKE
PORTFOLIO OF STEFAN LEAL
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
GRATULATIONS
KE BRYAN ACADEMY OF COUNTRY MUSIC
ENTERTAINER OFWWW.LUKEBRYAN.COM THE YEAR
025
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
027
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
029
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
Cabela’s is your one source for quality hunting, fishing, camping and outdoor gear.
There is a place where woods and water meet for the perfect outdoor experience. Where whitetails slip through tall pines, quail whistle in the wind and bass hide behind flint rocks. Where kids learn life lessons and laughs with friends are nonstop. It’s where I grew up fishing and hunting.
GIFT CARD
LUKE BRYAN
— 32 BRIDGE
TERMS AND CONDITIONS: Use of this card constitutes acceptance of the following terms. Gift card is issued by Cabela’s Retail IL, Inc.. Card balance may be checked, or its remaining balance may be used to redeem Cabela’s merchandise and services, through the Cabela’s U.S. Catalog (800.237.4444), Cabela’s U.S. stores, or the Cabela’s U.S. Website (cabelas.com). Safeguard this card. Lost, stolen or damaged cards replaced only with valid proof of purchase or as required by applicable law. May not be exchanged for cash except as required by applicable law. This card is not a credit or debit card, has no implied warranties, is non-rechargeable, and may not be used toward payment of a credit account. No fees. No expiration. Cabela’s Retail IL, Inc. reserves the right to change these terms at any time.
GIFT CARD
CARD HAS NO VALUE UNTIL ACTIVATED AT REGISTER DURING TIME OF PURCHASE
INTRINSICALITY
NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
“ There is a place where woods and water meet for the perfect outdoor experience. Where whitetails slip through tall pines, quail whistle in the wind and bass hide behind flint rocks. Where kids learn life lessons and laughs with friends are nonstop. It’s where I grew up fishing and hunting — 32 BRIDGE.”
LUKE BRYAN
Men’s and women’s apparel EXCLUSIVELY AT CABELA’S
For the full selection of 32 BRIDGE apparel, visit a participating Cabela’s retail location or go online at
cabelas.com/32bridge
031
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
front
INTRINSICALITY
NO.
1
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
back
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
front
back
033
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
front
INTRINSICALITY
NO.
1
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
back
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
front
back
035
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
MEN’S CAP, 2
Front of cap: Logo white embroidery or screen print 2.5 inches wide See mock up for positioning
Back of cap: Logo white embroidery or screen print 1.75 inches wide Centered on back about a 1/2 “ above the bottom of the cap
Patch: 3” x 1.25” Logo embroidered in white Red Patch with red embroidered border
MEN’S TEE SHIRT, 2
MEN’S TEE SHIRT, 3
Front of Blue heather V neck tee Logo dark blue screen print, 80% opacity 7 inches wide Badge 1 “ wide
Front of black tee: Logo black screen print 10 inches long
See mock up for positioning of logo and badge
See mock up for positioning and fade
INTRINSICALITY
NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
MEN’S TEE SHIRT, 1
MEN’S TEE SHIRT, 4
Front of Green tee: Logo green screen print 8 inches wide Badge 1 “ wide See mock up for positioning and fade
Front of Gray heather V neck tee Logo black screen print, 85% opacity 7 inches wide Badge 1 “ wide See mock up for positioning of logo and badge
Center oval back of neck 1 inch below collar Logo green screen print
LADIES’ CAP, 1
LADIES’ CAP, 2
Front of black military cap: Patch: 3” x 1.25” Red Patch with red embroidered in White See mock up for positioning
Front of beige military cap: Patch: 3” x 1.25” Red Patch with red embroidered in White See mock up for positioning
Back of cap: Logo white embroidery or screen print 1.75 inches wide
Back of cap: Logo white embroidery or screen print 1.75 inches wide
Centered on back about a 1/2 “ above the bottom of the cap
Centered on back about a 1/2 “ above the bottom of the cap
037
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
LADIES’ TEE SHIRT, 1
Front of pink tee: Logo Magenta screen print 4 inches long See mock up for positioning and fade
LADIES’ TEE SHIRT, 4
Front of Light blue tee: Logo light blue screen print 4.5 inches wide Badge 1” wide See mock up for positioning
INTRINSICALITY
NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
LADIES’ TEE SHIRT, 2
Front of mint green tee: Logo Green screen print 4 inches long See mock up for positioning and fade
LADIES’ TEE SHIRT, 3
Front of purple tee: Logo purple screen print 4.5 inches wide See mock up for positioning and fade
039
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
BACK
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
FRONT
HT000-000-140804111149
There is a place where woods and water meet for the perfect outdoor experience. Where whitetails slip through tall pines, quail whistle in the wind and bass hide behind flint rocks. Where kids learn life lessons and laughs with friends are nonstop. It’s where I grew up fishing and hunting, that place - 32 BRIDGE
- LUKE BRYAN
Program: 32 Bridge / Luke Bryan File name: HT000-000-140804111149 Artist name: Luke Egging Contact info: luke.egging@cabelas.com Phone: 308-255-1166 Misc./instructions: Print 4 color process with matte finish - 14 pt. C2S
INTRINSICALITY
NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
Colors: Process PMS 7407c Finish: Matte
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
041
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
1 2
2 4
3 6
4 8
INTRINSIC / DESIGN
DURATION DURATION
DESIGN CAMPAIGN/PACKAGE LUKE BRYAN 32 3 BRIDGE
TITLE/ EVERLAST 32 BRIDGESKIN CARE
5 1 124 2 26 1 3 28 1 430WYEARS EEKS 10 612 7 148 169 181 0201 22
THOMAS MCNULTY CLIENT LUKE BRYAN
^
CATEGORY PACKAGE DESIGN BRAND MARKETING
INTRINSICALLY / IN PLAY NO. /
002 / 006
P R O J E C T D E TA I L S /
OBJECTIVE C R E AT E S K I N C A R E O R COSMETICS LINE BASED OFF O F A B R A N D T H AT H A S N O T ALREADY DONE SO T Y PE FAC E S GOTHAM KEY WORDS MINIMALISTIC MODERN GENDER NEUTRAL HIGH END PRACTICAL
D AT E
/
SPRING 2011
DELIVERABLES
/
7-PIECE COSMETIC SET 1 - D I S P L AY S TA N D O P T I O N A L C O L L AT E R A L
DESCRIPTION PROBLEM
/
EVERLAST IS WELL-KNOWN FOR STRENGTH, POWER AND
BOXING. THE BRANDS DESIRE TO REACH OUT TO A BROADER AUDIENCE CAN BE SEEN IN THEIR AD CAMPAIGNS. I FELT IT WAS TIME TO GIVE THEM A KNOCK-OUT CONCEPT THAT WOULD MAINTAIN EQUITY AND REFLECT THEIR ESSENCE THROUGHOUT THE ACTIVE COMMUNITY. SOLUTION TO CLEARLY VISUALIZE MY CONCEPT, I KEPT THE CORE VALUES OF THE BRAND AND PROVIDED A VISUALLY SIMPLE IDEA THAT SPEAKS TO THE TRUE NATURE OF SPORT. THE PRODUCT LINE IS CLEAN, POWERFUL, PLAYFUL AND PRACTICAL. IT PERFECTLY REFLECTS THE BRAND’S EASY UTILIZATION, WHILE BROADENING MARKET VALUE.
042 /
043
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
DESIGN CAMPAIGN/PACKAGE LUKE BRYAN 32 3 BRIDGE
TITLE/ EVERLAST 32 BRIDGESKIN CARE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
THOMAS MCNULTY CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
045
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
DESIGN CAMPAIGN/PACKAGE LUKE BRYAN 32 3BRIDGE
TITLE/ EVERLAST 32 BRIDGESKIN CARE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
THOMAS MCNULTY CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
047
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/PACKAGE LUKE BRYAN 32 3BRIDGE DESIGN
TITLE/ EVERLAST 32 BRIDGESKIN CARE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN THOMAS MCNULTY
^
CATEGORY BRAND MARKETING
049
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
PACKAGE DESIGN CAMPAIGN/ LUKE BRYAN 32 3BRIDGE
TITLE/ EVERLAST 32 BRIDGESKIN CARE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
THOMAS MCNULTY CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
051
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
DESIGN CAMPAIGN/PACKAGE LUKE BRYAN 32 3BRIDGE
TITLE/ EVERLAST 32 BRIDGESKIN CARE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
053
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
PACKAGE DESIGN CAMPAIGN/ LUKE BRYAN 32 3BRIDGE
TITLE/ EVERLAST 32 BRIDGESKIN CARE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
THOMAS MCNULTY CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
055
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
1 2
2 4
3 6
INTRINSIC / DESIGN
DURATION DURATION
COURSE TYPOGRAPHY 4 32 BRIDGE CAMPAIGN/ LUKE BRYAN
TITLE AUFHEBEN TITLE/ TYPE 32 BRIDGE
4 8
5 1 124 2 26 1 3 28 1 430WYEARS EEKS 10 612 7 148 169 181 0201 22
INSTRUCTOR ARIELBRYAN GRAY CLIENT LUKE
^
CATEGORY TYPOGRAPHIC DESIGN BRAND MARKETING
INTRINSIC / APERTURE NO. /
003 / 006
P R O J E C T D E TA I L S /
OBJECTIVE USE PHOTOGRAPHY TO DEPICT A CONCEPT OR THEME
STYLE BLACK | WHITE KEY WORDS HISTORIC EMOTION CONTRAST W E AT H E R E D H A P P I LY A C C I D E N TA L
D AT E
/
FA L L 2 0 1 0
DELIVERABLES
/
M U LT I P L E P H O T O G R A P H S P R I N T E D I N L A R G E F O R M AT OPTIONAL - FRAMED
DESCRIPTION PROBLEM
/
PRESENT A SERIES OF PHOTOGRAPHS THAT DEPICT A
CONCEPT BASED ON AN IDEA DEVELOPED IN THE REGION YOU ARE CURRENTLY LOCATED. SOLUTION IN A MOMENT OF WHIMSICAL PASSING, A NUMBER OF PHOTOGRAPHS WERE TAKEN TO SHOW TIME. BEHIND THE EYES OF HOMELESS MEN IS HISTORY. HIDDEN UNDER BOULDERS AT THE EDGE OF THE COUNTRY ARE REMNANTS OF A LOST ERA. PERCHED ON AN ISLAND IN THE BAY STANDS A STRUCTURE OF ICONIC NATURE. EACH PHOTOGRAPH PRESENTS A DIFFERENT ASPECT OF HOW TIME HAS PASSED AND LEFT US WITH THE CONCEPT OF HISTORY.
056 /
057
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
059
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
061
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
063
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
065
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
067
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
069
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
DURATION
2
4
6
8
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JOSH WALDENDIRECTOR/CHOREOGRAPHER Michael Einfeld Management (818) 752-4238
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COURSE TYPOGRAPHY 4 32 BRIDGE CAMPAIGN/ LUKE BRYAN
TITLE AUFHEBEN TITLE/ TYPE 32 BRIDGE
INSTRUCTOR ARIELBRYAN GRAY CLIENT LUKE
^
CATEGORY TYPOGRAPHIC DESIGN BRAND MARKETING
INTRINSICALLY / APPLICABLE NO. /
004 / 006
P R O J E C T D E TA I L S /
OBJECTIVE DESIGN A RESUME’ AND BODY OF WORK TO S H O W C A S E T H E TA L E N T S O F JOSH WALDEN T Y PE FAC E S CICLE KEY WORDS MINIMALISTIC MODERN SIMPLE HIGH ENERGY T H E AT R I C A L
D AT E
/
WINTER 2011
DELIVERABLES
/
D I G I TA L R E S U M E ’
DESCRIPTION
/
PROBLEM JOSH WALDEN IS AN ACTOR, PRODUCER, CHOREOGRAPHER, AND AUTHOR. HIS LATEST ACTING PROJECTS WERE COLLECTED INTO A BODY OF WORK IN WHICH SHOULD BE REPRESENTED AS A DIGITAL RESUME’. SOLUTION TO REPRESENT JOSH, I DECIDED TO COLLECT IMAGES OF HIS WORK AND COMBINE THEM WITH SIMPLE YET BOLD COLORS THAT ENCOMPASS HIS PERSONALITY AND ACTING TALENTS. THE FORMAT IS BASED ON A GRID THAT IS EASY TO NAVIGATE AND VERY EASY TO UNDERSTAND. THE TYPOGRAPHY LEADS THE EYE IN A DIRECTION WHILE MAINTAINING WALDEN AS THE FOCUS IN THE IMAGES AT ALL TIMES. I WANTED HIS HIS TALENTS TO SPEAK FOR THEMSELVES.
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14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
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CLIENT LUKE BRYAN
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CLIENT LUKE BRYAN
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CAMPAIGN/ LUKE BRYAN 32 BRIDGE
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14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
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BRANDANDGUIDELINES GRAPHIC STANDARDS
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CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
INTRINSICALLY / GUIDED NO. /
005 / 006
P R O J E C T D E TA I L S /
OBJECTIVE C R E AT E A S T Y L E G U I D E F O R A SPECIALIZED LINE OF PRODUCT ‘XPG’
T Y PE FAC E S LEAGUE GOTHIC GOLDENTYPE KEY WORDS A LT E R N AT I V E N AT U R A L ACTIVE OUTDOORS S U S TA I N A B L E
D AT E
/
FA L L 2 0 1 4
DELIVERABLES
/
PDF L A M I N AT E D S H E E T S PRINTED BOOKLET
DESCRIPTION
/
PROBLEM ON THE SURFACE, HIKING REALLY DOESN’T SEEM VERY EXCITING. BUT PHOTOGRAPH IT BEAUTIFULLY AND BRAND IT, AND THE STAKES CHANGE CONSIDERABLY. SUDDENLY THE BUSINESS AND COMPETITION OF HIKING LOOKS FUN. SOLUTION THE FEEL OF THE HIKE PROVIDES A GOOD FOUNDATION FOR DIFFERENTIATION. IT’S ALL ABOUT EXPERIENCE BABY. IF YOU’RE GOING TO TAP INTO THE BRAND CULTURE, SO TO SPEAK, YOU START WITH THE SINGULARITY OF THE SOURCE. YOU PRESENT THE VIEWER WITH AN EXPERIENCE THEY’LL WANT TO TAKE PART IN. THE STYLE GUIDE DOES THAT. WHILE LAYING DOWN SOME GROUND RULES IN HOW TO USE A BRAND PROPERLY.
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INTRODUCTION From casual weekends at the lake to scratching fourteeners off your bucket list, Cabela’s Extreme Performance Gear is your ticket to adventure. Our rock-solid lineup of outdoor equipment delivers rugged, lightweight performance that won’t let you down. We pour countless hours of research, development and field testing into every single product to ensure it’s worthy of bearing the Cabela’s XPG™ shield. Just like the bowtie on the front of your pickup, the Cabela’s XPG™ logo is a badge of honor, a declaration of your thirst for adventure and a testament to your go-faster, do-it-better mentality. Whether it’s a performance shirt that lets you run farther or a tent that lets you sleep through Mother Nature’s worst, Cabela’s XPG™ is your gear of choice.
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CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
THE LOGO The preferred Cabela’s XPG™ logo is the version created for use on dark backgrounds. Whenever possible, the primary logo should be placed on the black Cabela’s XPG™ background. The secondary Cabela’s XPG™ logo should be placed on a white background. This should be used anytime it is not practical to use the primary logo. Both the primary and secondary Cabela’s XPG™ logos should be used in conjunction with the PANTONE 166 C and PANTONE 7406 C
PRIMARY USAGE
SECONDARY USAGE
text colors. The Cabela’s brand name should always appear above the XPG shield in PANTONE 7406 C and the Cabela’s XPG™ logo (both shield and text) should always appear in PANTONE 166 C below the Cabela’s name.
PANTONE® 166 C
0
PANTONE® 7406 C
76 100
227 82 #E35205
5
0
0
PANTONE® Black 7 C
20 100
255 203 #FFC805
5
0
0
0
15
54
53
52
82
#363534
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14 16 18 20 22 24 26 28 30 YEARS
THE LOGO The one-color Cabela’s XPG™ application logos are only to be used in the case of limited-color print jobs and may not be used on any full-color process applications.
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CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
THE LOGO Maintain space around the Cabela’s XPG™ logo to ensure that it doesn’t interfere with any other logos, imagery or copy. .25X is the minimum distance that other logos, copy and graphic elements can occupy without violating the Cabela’s XPG™ logo’s space. For both the primary and secondary usages, the Cabela’s XPG™ logo or the other logos may only appear at a minimum of 1" tall.
1" min.
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14 16 18 20 22 24 26 28 30 YEARS
THE LOGO Proper placement of the Cabela’s XPG™ logo on a photograph is shown in the top image. It appears on the preferred black background with the accompanying visual mnemonic graphics and the identifying Escape Clause copy. Improper placement of the Cabela’s XPG™ logo on a photograph is shown in the bottom image. The logo should never be placed directly on a photograph or used on any colors other than black or white.
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DESIGN CAMPAIGN/PACKAGE LUKE BRYAN CABELA’S XPG 32 2 BRIDGE
WATER TITLE/ EXCALIBUR 32 BRIDGE XPG STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
THE LOGO • The primary Cabela’s XPG™ logo should never live on a white background, and the secondary Cabela’s XPG™ logo should never live on a dark or black background. • The colors of the Cabela’s XPG™ logo may never be modified. • Never modify the axis or orientation of the Cabela’s XPG™ logo. • Never skew or unevenly scale the Cabela’s XPG™ logo. • Individual aspects of the Cabela’s XPG™ logo should never be modified. • Never add any additional effects to the Cabela’s XPG™ logo. • The Cabela’s XPG™ logo should never be placed directly onto a photograph, busy background or any colors other than black or white. • Additional strokes or graphic elements should never be added to the Cabela’s XPG™ logo. • The one-color Cabela’s XPG™ logo should never be used on full-color artwork.
095
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INTRINSIC / DESIGN
FONTS League Gothic should remain reserved for all headline and major subhead copy. This font may only be displayed in Cabela’s XPG™ orange, black or white and
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
LEAGUE GOTHIC FOR HEADERS AND SUBHEADS - ALL CAPS MAY ONLY BE DISPLAYED IN THESE COLORS
must appear in all capital letters. GoldenType is to be used only for body copy. It may only appear in black or white. Helvetica Neue Condensed is reserved for reduced-size body copy and bullet points. This font may only appear
GoldenType Original For body copy
May only be displayed in these colors
in black or white. Helvetica Neue Bold Condensed is reserved for reducedsize call-outs and reduced-size subheads. It may only be displayed in Cabela’s XPG™ orange, black or white.
Helvetica Neue Condensed For reduced-size body copy and bullet points May only be displayed in these colors
Helvetica Neue Bold Condensed For reduced-size callouts and reduced-size subheads May only be displayed in these colors
INTRINSICALITY
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CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
ORANGE.
If your brain isn’t fooled into thinking your body has received an overdose of Vitamin C, you may want to re-evaluate your page’s XPG™ color palette. Orange is the staple of the XPG™ brand. Its high-vis properties stand straight out of a world of neutral, boring colors just like the adventurer yearning for an escape out of the doldrums of everyday life. Throughout this guide, you will see examples of how we integrate this awesome hue.
PANTONE® 166 C
C=0 M = 76 Y = 100 K =0
R = 227 G = 82 B=5
#E35205
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14 16 18 20 22 24 26 28 30 YEARS
BLACK.
Black is black. Dark, solid, wonderful black. However, there are many variations of black, all with their own temperature/hue properties. We don’t need to fuss with any of that. The zeros below will give you a good idea of what we are talking about. Black will help support the orange and make it more prominent.
C=0 M=0 Y=0 K =100
PANTONE® Process Black
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R=0 G=0 B=0
#000000
PACKAGE DESIGN CAMPAIGN/ LUKE BRYAN CABELA’S XPG 322BRIDGE
WATER TITLE/ EXCALIBUR 32 BRIDGE XPG STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
GRAPHIC ELEMENTS Use these primary approved Cabela’s XPG™ graphic elements on all ads, product layouts, web designs, social-media platforms, etc. None of these graphics may change in color, but they may be used in conjunction with approved Extreme Performance Gear copy and logo components in a variety of ways in order to achieve the high-energy look and feel of the Cabela’s XPG™ brand.
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10 12
14 16 18 20 22 24 26 28 30 YEARS
GRAPHIC ELEMENTS These secondary approved graphic elements may be used on all Cabela’s XPG™ ads, product layouts, web designs, social-media platforms, etc. in conjunction with the primary graphic elements, approved Extreme Performance Gear copy and logo components. The colors of these graphics may never be modified, but can be used in a variety of ways to support the layout as a whole, complement the primary approved graphic elements and achieve the Cabela’s XPG™ look and feel.
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CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
GRAPHIC ELEMENTS When working with a layout background dominated by white, grayscale imagery of an extreme landscape that fits with the Cabela’s XPG™ lifestyle may be used at a low-opacity setting (12-20%) for an added edge. The image should not bleed off the top or bottom of the page and should have a gradient feather applied so no hard lines are detectable behind the approved copy and logo.
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10 12
14 16 18 20 22 24 26 28 30 YEARS
PHOTOGRAPHY Authenticity is the key. Photography for Cabela’s XPG™ must instill the sense of escaping to the outdoors through the actions and demeanor of the subject. All photography must show the featured product being actively used in the outdoors. All featured products being used and actions performed by the subject must be 100% accurate to the portrayed scenario.
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CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
PHOTOGRAPHY These are examples of different scenarios that properly show Cabela’s XPG™ products and subject matter. Each photograph captures the following: • An accurate portrayal of the featured Cabela’s XPG™ product with the subject. • The featured Cabela’s XPG™ products being actively used in the outdoors. • Accurate actions and demeanor being demonstrated by the subject. • The sense of escaping to the outdoors.
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14 16 18 20 22 24 26 28 30 YEARS
PHOTOGRAPHY Photography on all Cabela’s XPG™ layouts will receive a texture overlay as their final treatment. This overlay may change colors and opacities to best fit the photography while adding both texture and grittiness to the overall presentation. These images show the approved texture overlay and its proper application to a Cabela’s XPG™ photograph.
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CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
COPY Shown are examples of proper copy use for Cabela’s XPG . ™
EXERCISE YOUR
ESCAPE CLAUSE This headline should only be used when not used in conjunction with body copy.
Rules to follow when writing copy for Cabela’s XPG™: • The “Exercise your escape clause” may only be used when body copy is not present.
ESCAPE CLAUSE
• Cabela’s XPG™ copy must always begin with the Escape Clause headline and be followed by the body copy.
It’s 4 p.m. on Friday. You’ve worked all week to get to this point – endured your fair share of meetings and deadlines. It’s time to exercise your escape clause. Time to break free. Cabela’s XPG™ is waiting.
• The variations of the Escape Clause are the only phrases that may be called out as large headlines when body copy is present.
ESCAPE CLAUSE
• Large headlines must always appear in Cabela’s XPG™ orange.
It’s 4 p.m. on Friday. You’ve been staring at four walls all week. Thankfully, you’ve got an escape clause. It’s time to break free, and turn your weekend into anything but ordinary. Cabela’s XPG™ is waiting.
ESCAPE CLAUSE
It is expressly agreed that the employee shall not incur any penalty, by forfeiture of outdoor experiences, if the mental or physical cost of labor exceeds the amount established in this employment contract. The employee retains the privilege and option to suspend this contract in order to pursue any outdoor activity deemed adventurous by the employee. Such activity shall continue until said costs of labor have been offset to the satisfaction of the employee.
This copy should only be used if specifically given instruction to do so.
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INTRINSIC / DESIGN
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
EXERCISE YOUR
COPY Shown are examples of improper copy use. Remember, when writing copy for Cabela’s XPG™: • The “Exercise your escape clause” may only be used when body copy is not present. • Cabela’s XPG™ copy must always begin with the Escape Clause headline and be followed by the body copy. • The variations of the Escape Clause are the only phrases that may be called out as large headlines when body copy is present. • The Cabela’s It’s In Your Nature campaign should never have any influence on the voice of . Cabela’s XPG™
ESCAPE CLAUSE
It’s 4 p.m. on Friday. You’ve worked all week to get to this point – endured your fair share of meetings and deadlines. It’s time to exercise your escape clause. Time to break free. Cabela’s XPG™ is waiting.
It’s 4 p.m. on Friday. You’ve worked all week to get to this point – endured your fair share of meetings and deadlines. It’s time to exercise your escape clause. Time to break free. Cabela’s XPG™ is waiting.
EXERCISE YOUR ESCAPE CLAUSE
IT’S 4 P.M. ON FRIDAY
You’ve worked all week to get to this point – endured your fair share of meetings and deadlines. It’s time to exercise your escape clause. Time to break free. Cabela’s XPG™ is waiting.
IT’S IN YOUR
ESCAPE CLAUSE.
It’s 4 p.m. on Friday. You’ve worked all week to get to this point – endured your fair share of meetings and deadlines. It’s time to exercise your escape clause. Time to break free. Cabela’s XPG™ is waiting.
INTRINSICALITY
NO.
1
2
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CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
^
CATEGORY BRAND MARKETING
AD-LIKE EXAMPLE
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PRODUCT LAYOUT EXAMPLE
ADJUSTABLE STRAP
BURST OF POWER
A nonslip fit keeps this light pointing exactly where you want it
Simply tap a button in white-light mode for a blinding 125-lumen beam
B
ESCAPE CLAUSE
SPOTLIGHT AND HEADLAMP VISIT CABELAS.COM/XPG FOR OUR COMPLETE LINEUP
Added versatility with red, green, blue light options
NEW Cabela's XPG™ RGB II Headlamp
It’s 4 p.m. on Friday. You’ve worked all week to get to this point; endured your fair share of meetings and deadlines. It’s time to excercise your escape clause. Time to break free. Cabela’s XPG™ is waiting.
CABELAS.COM/XPG Extreme Performance Gear gives you a technical edge, so you can push yourself to new limits. Cabela’s XPG™ is a set of tools that helps you go farther today than you did yesterday. You may not know what lies ahead, but Cabela’s XPG™ will get you there. Camping Accessories, Pages 352-353 Men’s Clothing, Pages 706-707 Men's and Women's Footwear, Pages 818-821
352
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Adjustable, padded cord that won’t slip off when you need it most
Illuminate all scenarios with five modes including red, green, blue and two levels for white. Rugged, ultralight ABS plastic housing has a weatherproof O-ring seal. The LED throws an incredible 125-lumen white beam. IPX4 water-resistant. White-light run time is up to 28 hours and RGB run time is up to 61 hours on three AAA batteries (included). Strap buckle doubles as an opening tool to the easily accessible battery compartment. Made in USA. Wt: 2.9 oz. (with batteries). Color: Black. FE-53-1423 .........................................$44.99
NEW Cabela’s XPG™ TSJ-500 Spotlight
• Maxbright Cree LED shines 500 lumens up to 200 yds. • Locking switch prevents accidental turn on in a pack or bag • Nearly indestructible Xylex shell stands up to abuse Break through the night with the power of 500 lumens. The Maxbright Cree LED illuminates up to 200 yds. Convenient locking switch lets you switch from momentary to constant on. Nearly indestructible Xylex shell stands up to abuse. IPX-7 waterproof rated to one meter. Upto 10hour run time on four C batteries (included). Made in USA. FE-53-1410 ..............................................$79.99
800-237-4444 | cabelas.com
2
COMFORTABLE WRIST STRAP
• Puts out red, green, blue or white light • Rugged, weatherproof, O-ring-sealed housing • Three tri-colored LED bulbs • One Maxbright Cree LED
MAXBRIGHT CREE LED Projects a staggering 500 lumens
ERGONOMIC HANDLE IPX-7 waterproof rating to one meter
Lightweight and virtually indestructible 800-237-4444 | cabelas.com
CAMPAIGN/ CABELA’S LUKE BRYAN XPG 32 BRIDGE
TITLE/ XPG 32 BRIDGE STYLEGUIDE
INSTRUCTOR ARIEL GRAY CLIENT CLIENT LUKE CABELA’S BRYAN
353
^
CATEGORY BRAND MARKETING
The purpose of this style guide is to ensure consistent usage of all logos, fonts, graphic elements, photography and copy that have been approved for the Cabela’s XPG™ brand. A uniform message is needed across all product representations, from hardgoods to softgoods, in order to support the launch and campaign for Cabela’s XPG™. Please keep all Cabela’s XPG™ brand guidelines in mind when creating artwork, layouts or copy for any channel.
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1 2
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5 1 124 2 26 1 3 28 1 430WYEARS EEKS 10 612 7 148 169 181 0201 22
INTRINSIC / DESIGN
DURATION DURATION
IDENTITY 2 32 BRIDGE CAMPAIGN/ LUKE BRYAN
AAU 2011 SPRING SHOW TITLE/ 32 BRIDGE
INSTRUCTOR ARIELBRYAN GRAY CLIENT LUKE
^
CATEGORY TYPOGRAPHIC DESIGN BRAND MARKETING
INTRINSICALLY / BRANDED NO. /
006 / 006
P R O J E C T D E TA I L S /
OBJECTIVE DEVELOP A BRAND FOR THE 2011 AAU SPRING SHOW
T Y PE FAC E S GOTHAM KEY WORDS MINIMALISTIC MODERN STRIKING AESTHETIC TRANSFERABLE
D AT E
/
SPRING 2011
DELIVERABLES
/
MARKETING BRIEF C O L L AT E R A L LOGO
DESCRIPTION
/
PROBLEM THE ACADEMY OF ART UNIVERSITY HOLDS AN ANNUAL SPRING SHOW TO PRESENT ART AND ARTISTS FROM WITHIN THE SCHOOL. THEY REQUESTED A BRAND TO EXPLOIT THE SHOW THROUGHOUT THE CITY OF SAN FRANCISCO. SOLUTION FOR THIS PROJECT I UTILIZED MANY ELEMENTS FOUND WITHIN THE CITY AS WELL AS MAINTAINING A CERTAIN LEVEL OF CLASS FOR THE LOGO. THE FIBONACCI SEQUENCE WAS UTILIZED IN THE LOGO WHILE ELEMENTS COULD THEN BE STRETCHED ACROSS WIDE MEDIUMS, STILL REPRESENTING THE BRAND.
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IDENTITY 2 32 BRIDGE CAMPAIGN/ LUKE BRYAN
AAU 2011 SPRING SHOW TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
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DURATION
IDENTITY 2 32 BRIDGE CAMPAIGN/ LUKE BRYAN
AAU 2011 SPRING SHOW TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
115
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
IDENTITY 2 32 BRIDGE CAMPAIGN/ LUKE BRYAN
AAU 2011 SPRING SHOW TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
117
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
IDENTITY 2 32 BRIDGE CAMPAIGN/ LUKE BRYAN
AAU 2011 SPRING SHOW TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
119
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
IDENTITY 2 32 BRIDGE CAMPAIGN/ LUKE BRYAN
AAU 2011 SPRING SHOW TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
121
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
IDENTITY 2 32 BRIDGE CAMPAIGN/ LUKE BRYAN
AAU 2011 SPRING SHOW TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
123
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
IDENTITY 2 32 BRIDGE CAMPAIGN/ LUKE BRYAN
AAU 2011 SPRING SHOW TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
125
PORTFOLIO OF STEFAN LEAL
INTRINSICALITY
NO.
1
2
3
4
5
6
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
THANK / YOU
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INTRINSIC / DESIGN
DURATION
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
PRODUCTION NOTES
PORTFOLIO
/
INTRINSIC DESIGN DESIGNER STEFAN D. LEAL STEFANLEAL7@HOTMAIL.COM 908.246.5140
TYPEFACES HELVETICA NEUE GARAMOND
SOFTWARE ADOBE CREATIVE SUITE CSS
INTRINSICALITY
NO.
1
2
3
4
5
6
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
CLIENT LUKE BRYAN
^
CATEGORY BRAND MARKETING
129
PORTFOLIO OF STEFAN LEAL
|
INTRINSIC / DESIGN
DURATION
CAMPAIGN/ LUKE BRYAN 32 BRIDGE
TITLE/ 32 BRIDGE
2
4
6
8
10 12
14 16 18 20 22 24 26 28 30 YEARS
VOLUME / 001
INTRINSICALITY
8
7
NO.
6 1
5 2
4 3
3 4
2 5
1 6
CLIENT LUKE BRYAN