Artist Statement Design is a deep, intellectual and visual conversation. It is also an opportunity to take on the challenge of conveying a message or idea visually. I take photographs -with my mind- and store them in my memory, gathering information and constructing a nest for my thoughts and ideas. I concept through in-depth research and reflect upon my collection of snap shots to build meaningful and unexpected connections. I have a habit of constantly visually inspecting my surroundings. I am captivated by the process of creation and design. I am drawn to packaging design for its purpose and ability to convert an audience from passive viewers to active viewers. To me, that exemplifies the power and attraction of design.
Table of Contents
1. Kaleidoscope Heart -CD Packaging-
2. Organic India -Rebrand & Packaging Design-
3. Gold’s Gym -Ad Campaign-
4. Paint-a-Garden -Brand & Packaging Design-
5. Swish Magazine -Magazine Publication-
6. Just Ripe -Brand & Product Design-
7. Save the Turtles -Rebrand & Merchandise Design-
8. Bamboo Visions -Brand, Stationary, Website Design-
9. Spice House -Rebrand & Packaging Design-
Kaleidoscope Heart CD Packaging Design Challenge: To create a CD case/packaging design for Sara Bareilles’ album-Kaleidoscope Heartthat stimulates consumer interest by incorporating interactive elements.
Solution: The colors, shapes and geometry of a kaleidoscope inspired the imagery created for this packaging design. The combination of: layering, color usage, negative space, and application of origami, work together to develop the many layers of these intriguing images creating a visual experience for the audience.
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Organic India Branding & Packaging Design Challenge: To create a unique packaging design (and rebrand) for the Organic India Tulsi Tea. Most all tea companies have similar, if not the same, rectangular box shapes for their package design. Developing a dynamic package design would benefit Organic India and allow their product to stand out from its competitors.
Solution: The concept for the new logo was inspired by elements of nature and symbols of India’s identity (the country’s national bird, the national flower and the famous Taj Mahal.) The decision to use 100% organic cotton as a material for the new packaging design builds off of Organic India’s founding ethical standards to produce 100% organic tea products and practice sustainable farming methods while also differentiating the brand from its competitors.
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Gold’s Gym Ad Campaign Challenge: To create an advertising campaign that will promote the new personal trainer app for Gold’s Gym. The fast growing app world provides consumers with desirable tools to assist them with everyday tasks. As people become increasingly dependent and reliant on these helpful apps, they are now becoming essential component of a business’ consumer product offerings.
Solution: The concept for the campaign was derived from Gold’s Gym mission statement: “To help people achieve their individual potential through fitness.” The personal trainer app is a convenient tool to help members select individualized workouts customized for them based on the amount of time they have for the workout, the muscle groups they wish to train, and the style or type of training they feel like completing.
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Paint-a-Garden Packaging Design & Paintings Challenge: To create a brand and packaging design that displays and unites the radiance of painting and the beauty of gardening.
Solution: Inspiration for the design was drawn from personal paintings. The typefaces chosen are Coquette- for its fun handcrafted-look to appeal to the work of a gardener and Mrs. Eaves- for its sophisticated and delicate appeal to a fine artist. The concept of the package connects the beauty created by an artist with paint on a canvas to the beauty created by a gardener with bulbs, soil and the human hand. The paper choice is elegant and handcrafted as well, to remain consist with all other aspects of the design. The boxes themselves are pieces of art and can be collected and reused as beautiful storage containers to promote re-use and recycling.
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Swish Magazine Publication Challenge: To create and design a unique magazine that displays consistent design elements and appeals to its target audience-fish hobbyists- while introducing a new topic.
Solution: Swish is a bi-monthly publication that collects and shares all of the latest knowledge and trends regarding modern aquarium designs, fish species and fascinating aquatic destinations and adventures, rather than technical aquarium equipment and jargon. Using a wide range of colors and circular shapes creates a layout for the magazine that is playful and resembles the beauty and movement of fish.
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Save the Turtles Rebrand & Merchandise Design Challenge: To rebrand Save the Turtles, Inc. -a non-profit sea turtle conservation organization in Costa Rica that supports sustainable projects that save endangered sea turtles. The current logo is outdated. Also, on the website, multiple graphics are used in conjunction with the organization’s name, making it unclear to viewer and users which is the official logo.
Solution: The new logo is a simple vector outline, which makes it versatile and easily recognizable at all scaled sizes. Using the widely know medical “cross” in the logo boldly communicates the purpose and objective of the organization. The typeface chosen is Burbank for its slight curves, angles and irregularity. Merchandise design was created to accompany the modern logo. Designs are inspired by the characters of Finding Nemo, as well as, photos and imagery of sea turtles and are completely created from typography. The use of typography is a unique and unexpected design choice, making the products desirable for purchase to help increase the organization’s funds for conservation.
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Just Ripe Branding & Product Design Challenge: To design a brand for a produce company that is not only dedicated to harvesting the freshest high-quality produce, but also displays a concern for operating by sustainable practices.
Solution: The mark created was inspired by nature- the shape, form and color of a tree. The tree symbolizes growth and harvest. Green is also a dynamic and contrasting choice for color compared to established large produce companies such as: Chiquita, Dole and Sunkist. The descenders and forms of the characters in the Meta Serif typeface function well to form the wordmark for the brand. The brand name “Just Ripe” plays off the phrase “Just Right.” The name reflects the integrity of the brand. The idea to create and sell reusable grocery bags for a low cost to consumers supports Just Ripe’s concern for sustainable environmental and living practices. The bags are made out of donated t-shirts and display the brand’s logo.
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Bamboo Visions Branding, Stationary & Website Design Challenge: To completely brand Bamboo Visions, a small, one-man, handcrafted bamboo creations company, local to St. Augustine which creates custom frames, benches, tables, chairs, chests, and more out of bamboo, driftwood, plywood, etc. No prior official logo existed for the company. Branding includes logo, stationary and website design.
Solution: The concept for the logo is based off of the square shape and appearance of a bamboo frame with exposed nodes. The frame is angled for interest and to look like a window-to connect with the company name “vision”- meaning he can create whatever the customer is visioning for a product. The colored elements in the center of the window are abstract variations of the colors of natural bamboo. The typeface chosen is Capucine is has soft rounded edges to look hand-touched but also clean and exact to convey to the quality of Chris’ work.
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Spice House Rebranding & Product Design Challenge: To design a logo for existing company, The Spice House, which sells spices, books and accessories. The company has five store locations and also has a website with functioning online purchasing capabilities. The company currently lacks a graphic logo and uses a simple wordmark. By revamping the logo the company would be more established and recognized.
Solution: The new logo for The Spice House is a more exciting, yet sophisticated logo solution. The use of a pepper as the graphic element in the composition of the logo is an easily recognizable spice icon. The layers and colors filling the pepper create visual interest and are based off colors of commonly used spices. The typeface, Buendia Park is a bold and decorative serif typeface, which maintains the elegance and sophistication currently established and portrayed by the brand. Packaging tags serve as simple and tasteful way to display the logo on accessories without actually marking or printing on them.
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