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BEAUTIFUL ››

MADNESS


MADNESS

The Selected Work of Amanda Smith

AMANDA _ O N MAD N ESS

Whatever we do in life we should do it with an unshakable passion. This book isn’t just the result of 5 years of hard work, it is the result of 11 years of self discovery, and finally realizing that design is my madness.

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PA G E

006

Name

A d m itt e d

Released

D U R AT I O N

Am anda Smith

Fall 2008

Spring 2013

Five Years


Case N o _001.FA11

P A T I E N T _ AMANDA SMITH

›› D I A G N O S I S

Madness to Create

1902 WOMEN’S BOXING

SMITH DED I C A T ED T O

_Jennifer _Mo m

_Dad _Rosie

_Mav

For never doubting me. For supporting me. For always believing that this day would (finally) come.

H e r e ’ s to th e cr a z y on e s . T h e m i s f it s . T h e r e b e l s .

th e trou b l e m a k e r s .

PA G E

007

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CASE _001 1902 WOMEN’S BOXING CATEGORY_ IDENTITY & PRINT MATERIALS_ MOAB ENTRADA RAG BRIGHT 190# TYPEFACES_ TRADE GOTHIC BLACKBOX MONO


The Selected Work of Amanda Smith

1902 WO MEN’S BOXIN G

C ASE N o _001.FA11

MADNESS

001 O b j e cti v e

To create a new sports venue, brand that venue, and create an accompanying stationery system and appropriate collateral. Extend the brand to a web presence.

So l ution

Boxing has been an historically large part of the women’s rights movement of the early 20th century. The first recognized demonstration for the inclusion of women’s boxing in the Olympic Games occured in 1902, the namesake for the new exclusively women’s boxing gym. The time that has passed since that first demonstration is a strong symbol of the movement and branding of 1902 that furthers to inspire the message that it is “Our Time” to fight.

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PA G E

006


Case N o _001.FA11

1902 WOMEN’S BOXING

10 0_ E S A C G N I X O B S ’ N E M O W 2 0 91 _YR O G E TA C & Y TITNEDI TNIRP _ S L A I R E TA M AD A R T N E B AO M # 0 91 T H G I R B G A R _ S E CAF E P Y T CIHTOG ED A RT O N O M XO B K CA L B

Class

I n s tructor

Identity Two

To m McNulty

001 Dur a tion

P a l e tt e

Seven Weeks

U nti l y ou f in d s o m e thing to f ight f or , y ou s e tt l e f or s o m e thing to f ight a g a in s t.

Chuck Palahniuk

PA G E

007

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WOM ENS BOX ING

A

WOMEN’S BOXING

WOMEN’S The Selected Work of Amanda Smith

MADNESS

BOXING

WOMEN’S BOXING

WOM ENS BOX ING

B WOMEN’S BOXING

1

2

WOMEN’S BOXING

C WOM ENS BOX ING

WOMEN’S BOXING WOMEN’S BOXING

WOMEN’S WOMEN’S BOXING

BOXINGWOMEN’S BOXING

WOMEN’S BOXING

WOMEN’S BOXING

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9 0219 02 1 9 0 2 19 02 19102

WOMEN’S BOXING

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WOMEN’S BOXING

19 02 WOMEN’S BOXING


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1902 WOMEN’S BOXING

BRANDING & STATIONERY PA G E

011

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MADNESS

The Selected Work of Amanda Smith


Case N o _001.FA11

1902 WOMEN’S BOXING

OUR TIME


MADNESS

The Selected Work of Amanda Smith

SU

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World’s Greatest

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AUGUST MEMBER NO.

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MADNESS

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The Selected Work of Amanda Smith


Case N o _001.FA11

1902 WOMEN’S BOXING

PAGE

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MADNESS

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The Selected Work of Amanda Smith


Case N o _001.FA11

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MADNESS

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The Selected Work of Amanda Smith


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CASE _002 MILLENIAL WINE CATEGORY_ PACKAGING MATERIALS_ MOAB ENTRADA RAG BRIGHT 190# TYPEFACES_ BLENDER UNIVERS GARAMOND


MADNESS

02

The Selected Work of Amanda Smith

Class

I n s tructor

Dur a tion

MA T E R I ALS

P a l e tt e

Packaging_03

To m McNulty

013 Weeks

_Neenah Classic Crest 80T

_Ad mit One _Love Always _Zipper

You i m a gin e wh a t y ou d e s ir e , y ou wi l l wh a t y ou i m a gin e , a n d a t l a s t cr e a t e wh a t y ou wi l l .

George Bernard Shaw

0

MILLENIAL WINE

C ASE N o _002.SP12

C A S E N o _003.F

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PAGE

022


Case N o _002.SP12

MILLENIAL WINE

002 O b j e cti v e

To design three separate sets of wine labels for a Milennial audience, ages 21-29. Each set should be individually named and branded with the price point at $9. Each set should include a Cabernet and Chardonnay varietal.

So l ution

Wine for a young drinker has to have a personality that is distinct and separate from the personality of a seasoned drinker. By creating a character for each set of packaging challenges and creating the labels around the aesthetic and interests of that character, the wine and its packaging took on a new life and wine opened its doors to a younger generation of enthusiasts.

20 0_ E S A C

FA12

ENIW LAINELLIM _YR O G E TA C G N I G A K C AP _ S L A I R E TA M AD A R T N E B AO M # 0 91 T H G I R B G A R _ S E CAF E P Y T YR A M I R P REDNELB S REVINU DNOM A RA G

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