Lemons have been part of who I am since an early age. As a young child, I was obsessed with eating lemons until, tragically, the dentist told me I could devour them no more. Lemon merchandise has stuck with me ever since, though, and lemons still represent me and my design ideals. What I find unique and special about lemons is their ability to deliver concentrated brightness to our world. I hope my designs also deliver that sweet, slightly tart brightness in my heart, and the love I have for every step of the design process.
PETRA ADVERTISEMENT Ad Design COSTUME CORNER Branding LIGHT THE NIGHT Advertisement RICHARD SERRA Brochure TYPOGRAPHIC CALENDAR Typography ALUMINUM Magazine RANDALL PRODUCTIONS Branding RANDALL PRODUCTIONS Branding PAPER CLIPS Sculpter MISSIONS MAGAZINE Magazine ECOLOGIE AIRWAYS Branding NYC Makeup advertisement
PETRA ADVERTISEMENT CHALLENGE Create an advertisement campaign for Petra Management. Advetisment for a local Jacksonville Magazine, Folio Weekly. The AD design will promote Petra Management and the new spaces available in the trendy area called “the elbow�.
CONCEPT When Petra came to me asking for a design, they wanted an advertisement that targeted the trendy generation. The design elements and colors were all hand lettered and meant to be fun and compelling.
LICENSED REAL ESTATE BROKER
2440 MAYPORT ROAD, SUITE 3, ATLANTIC BEACH, FL 32233 904-241-1151 RTRENDEL@PETRAMANAGEMENT.COM
SUITE 3, 32233
EMENT.COM
COSTUME CORNER CHALLENGE Create a brand manual, hangtags, and promotional item for The Costume Corner.
CONCEPT The Costume Corner is a quaint costume shop in the heart of Boston. The design elements were inspired from enchanted fairytale elements infused with the colors of the imagination. Sparkles and movement were the focus of the texture of the design. The identity needed evoke the emotion of this costume. shop.
LIGHT THE NIGHT CHALLENGE Create a national advertising campaign for Light the Night Walk. The campaign needed to bring hope and inspirations to people that are battling blood cancers and encourage others to join a night of inspiration.
CONCEPT Light the Night Walk raises funds for vital, lifesaving research and patient services and, on these special nights, they carry illuminated balloons in a show of support from a caring community. The balloons are used to demonstrate inspiration and hope to bring an awareness to this important cause, to motivate people to make contributions.
RICHARD SERRA CHALLENGE Create a unique brochure for the Richard Serras steel sculpture installment in the Guggenheim museum.
CONCEPT Richard Serra is a minimalist large scale, steel metal sculptor that is being featured in the Guggenheim museum of art. The brochure reflects Serras minimalist style and features the sculptures that will be displayed in the museum.
TYPOGRAPHIC CALENDARS CHALLENGE Create typographic structured calendar that is based on Ben Stein’s last article, Truth.
CONCEPT Ben Stein’s last article is about who the real stars are in life are. The type had to convey the messages Stein brought in his article. The calendar layout communicated the movement of the typography.
bje b the dis peo ct S y a b p a b o a m d my omb rm a le of d am b or th b m w o e Hu ah pie emor ent o mb n worl s yn ce ext d. A sein ail of ff a i o a A t g n n r fu sta o nex ht an d kil a ro eal st d the K-47 tio n. ad dd led ar plo gra bul Ba i n a s g H h t h i i tud lets. e l ded o y, is m. orth the TV dad. U eft the o e o Ins r dn A tea Th fa bu re f Ba .S. s a U a n e t f TV c a sta e o .S. so al st ghda oldie ll of d, h the mi ar, d. rs rw bu ly n ld t ef o a t w n d bo es e h str ier in the He a ho w he the die eet wh o de solat kin pp as decaced Ba sb on e se o te d g n e a i e r r s p t w r a t a or ere r w hdad wh ho roa sen en tro ve m n Ca d o w h l l gua ists. c i h e f h an the edia o pat h t t re Th r ds he o saw au ed to rol en att rnia s tr Ar d in A tri n en a w o e a t p c n h e a f t p g c t s e s o tion nd a e om h an gu littl ts mit, bei ic Cir str s a d fo f ar li is e c n M e g n y t s d o r the osu e no ttle g ard e g a p le are tan a pe o n f irl l r a s f in irl d p i r i cer n o f Mo eve t the t o anon I sub etuat f th sw su n ft ym raq a o alive g a e r a j h e n n y e f t o t d ing l eve ct. ho sys ous er e b A o s a a n s n m e r T t s s w e val tem t aft hip ly s to pr w in o no erican here tha hey er ue of s ot cr s t e i a a t t ho w c p has live a and i tI eb run dea i firma re p by p ns nd ra o of t heir y su re f le m n u o d t c b e n h q ma nd No ing u they ent.. nty h m po ie. I a ing o rin .. wy wil pt or ilit is fr eir es l r t h e p f ot th ou he va m n h a h e n r s at wh lues, o lon ave stair eturn olice d n ary om ger o ta s an m m a a i p r y a ide t the live; en an s in s eat d I d com ea ao rt y dw Th the ing a o n f a Wor in o o fo h t A M t r eal ld Tr k of men me or wartab e w r h e i h can ton's ero ade a l . W Cen ch a o go is nt toe f n o i r e f d m f a are ter a s t every on pa amen big no he tr t. t f r e spo towe irem ol an ...th dh an rs ns i b a e le f bega who nt or wave o t h c e o per ollap s s ati on e.
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the A do s I b cum eg wri ne ent in to te i sta ver t. I to i writ rte e hav den e th nd d. wo I lo . It eb tify is, I rld een ved 's c wo it. T "slu doi rke ha w his g" it lon r ng ng itin dw hea , as ger eh thi gt ell din we w s co a a his ve ttr f def g is rit o lum ra act ove col ini "FI ers s n fo sa um lon rta tel NA ay, s r so ken ys vis gt ns m L," whi om an im it, om lon i and ch m t y an e es .O g th ,b u s dr t c t ele a it g ean na ars hf ut at I r igh s vat o ive s I .Is gra as rs c s tb a m pu or, s nn i o lo du aw tu all efo ta o Bu i a t sed nw Sa ng lly re s t M c m a ,m tha Ic hic l t u e o o , e a . t, I yc rto lL m hw M I tha t e ort . Ja ha saw sti n's to ea t, ng ll b on c ks a b is an gre ing 's, rin on dh no t er ed igg wh gs t he t t ad rib e t i i h r l n h re e as ly i at e s cha the a fe ple mp Sp tar Bu ng ric nd len wd ort ta e h h gal id do ays an ma a t a r a s t x .T in lk w ago no y i in ha he fro t o the rw pp , ith ya nt en om nce re Gr of can ed. an un ass a w c ifo am wh as, I n am w r o as era ml o l an be tho ma yp a on or as is n ug kes lea ge r wo tar h o lo ah san att it ma in t n h u p rac t g n i tod ge rob , nk er wh ti v wa my ay' ab om ea att ge ly sw ide sa rac ake fo r orl ao tiv rol m s fru d fa em an , if em i t w e as s eig hin ori od by ao hi l htel? zin ing peo a" r in et fig g Re sta sta ple he ure Po al s r" r ,b yh r we Inf w s wa tar ut che ave em an sho g s t he e s a try e V r a o uld a ya en nd iet rg ns Div re ot na ett liv om no rid me isio ing es eon th i s i n nw n eg tra ga ero e ine irls rou ho es di nd to po do ny me ked in the o the ga an ir his y lo or na he ils. P il ng ad ate er. Th int sa e A yc oa rea nd an l st ho be ar le is t on he af arm ne ar Tik rit, Ira q.
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eveme ahea n r shdin e b i as elie call wvegr on be a ve We are not h to pe tter persit wo en I responsible for the o operation of the universe, and W and ple thanon auld ar what happens to us is not terribly impori n w n e d tant. God is real, not a fiction; and when we turn su ren Be ha dro ver , p d v over our lives to Him, He takes far better care of us than we e e e a fri a r s could ever do for ourselves. In a word, we make ourselves sane en Ho mo tty nic dly lly wil e i when we fire ourselves as the directors of the movie of our lives n v l w pe b ie. an o and turn the power over to Him. This is my highest and best use as lin ople od e a Bu a human. I can put it another way. Years ago, I realized I could t es , a sta ga never be as great an actor as Olivier or as good a comic as Steve all and r nd th rs a in. Martin....as Samuelson or Friedman or as good a writer as Fitzgere e l r br insa ook citin y tre e ald. Or even remotely close to any of them. But I could be a devoted igh ne up g at father to my son, husband to my wife and, above all, a good son to the t h l t t ba u parents who had done so much for me. This came to be my main task ck and xur o. H em y r ow in life. I did it moderately well with my son, pretty well with my wife so p e o e and well indeed with my parents (with my sister's help). I cared for and int atinf lim wer ally paid attention to them in their declining years. I stayed with my father o so ere g o us ful ldi st nl in as he got sick, went into extremis and then into a coma, and then er ing y r es entered immortality with my sister and me reading him the Psalms. o f , n aw This was the only point at which my life touched the lives of the soldiers He the ice in Iraq or the firefighters in New York. I came to realize that life lived to 4 c o th help others is the only one that matters and that it is my duty, in return uld for the lavish life God has devolved upon me, to help others
22 23 24
He has placed in my path. This is my highest and best use as a human. Faith is not so much believing that God can. It is knowing that God will. By Ben Stein
t the only one that matters and that it is my duty, in return for the lavish life God has devolved upon me, to help others He has placed in my path.
Years ago, I realized I could never be as great an actor as Olivier or as good a comic as Steve Martin--or Martin Mull or Fred Willard--or as good an economist as
of a shining star we should all look up to. How can a man or woman who makes an eight-figure wage and lives in insane luxury really be a star in
but stand on guard in Afghanistan and Iraq and on ships and in submarines and near�the Arctic Circle are anonymous as
which was often frequented by Hollywood stars], while better than ever, no longer attracts as many stars as it used to. It still brings in the
jul
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of $100 million a year on the covers of our�magazines. The noncoms and officers who barely scrape by on military pay firmament
time, but gradually, my changing as a person and the world's change have overtaken it. On a small scale, Morton's [famous restaurant
perpetuate those values by pretending that who is eating at Morton's is a big subject. There are plenty of other�stars in the American
I begin to write this, I "slug" it, as we writers say, which means I put a heading on top of the document to identify it. This heading is "FINAL," and it gives me a shiver to write it.
Beatty in an elevator, in which we agreed that Splendor�in the Grass was a super movie. But Morton's is not the star
I stayed with my father as he got sick, went into extremis, into a coma, and then entered immortality with my sister and
a good son to the parents who had done so much for me. This came to be my main task in life.
the policemen and women who go off on patrol in South Central and have no idea if they will return alive. autistic children, the
God is real, not a fiction, and when we turn over our lives to Him, he takes far better care of us than we could ever do for ourselves.
In a word, we make ourselves sane when we fire ourselves as the directors of the movie of our lives and turn the power
the operation of the universe, and what happens to us is not terribly important. This is my highest and best use as a human.
they live and die. I am no longer comfortable being a part of the system that has such poor�values, and I do not want to
h people in droves and definitely some stars. I saw Samuel L. Jackson there a few days ago, and we had a nice visit, and right before that, I saw and had a splendid talk with Warren
xy it once was, though it probably will be again. Beyond that, a bigger change has happened. I no longer think Hollywood stars are terribly important. They are uniformly pleasant,
day's world, if by a "star" we mean someone bright and powerful and attractive as a role model? Real stars are not riding around in the backs of limousines or in Porsches or getting trained in unexploded ordnance on a street near where he was guarding a station. He pushed her aside and threw himself on it just as it exploded. He left a family desolate in I came to realize that life lived to help others is the only one that matters. This is my highest and best use as a human. I can put it another way.
15 16 17 22 23 24
California and a little girl alive in Baghdad. The stars who deserve media attention are not the ones who have lavish weddings on TV but the ones who patrol the streets of
nk of each and every fireman who was running up the stairs at the World Trade Center as the towers began to collapse. Now you have my idea of a real hero. We are not responsible for kind men and women who work in hospices and in cancer wards.
By Ben Stein
ndly people, and they treat me better than I deserve to be treated. But a man or woman who makes a huge wage for memorizing lines and reciting them in front of a camera is no longer my idea
d it moderately well with my son, pretty well with my wife and well indeed with my parents (with my sister's help). I cared for and paid attention to them in their declining years. A real star is the soldier of the 4th Infantry Division who poked his head into a hole on a farm near Tikrit, Iraq. He could have been met by a bomb or a hail of AK-47 bullets.
ead, he faced an abject Saddam Hussein and the gratitude of all of the decent people of the world. A real star is the U.S. soldier who was sent to disarm a bomb next to a road north of Baghdad.
ve been doing this column for so long that I cannot even recall when I started. I loved writing this column so much for so long I came to believe it would never end. It worked well for a long Mosul even after two of their buddies were murdered and their bodies battered and stripped for the sin of trying to protect Iraqis from terrorists. We put couples with incomes
orderlies and paramedics who bring in people who have been in terrible�accidents and prepare them for surgery, the teachers and nurses who throw their whole spirits into caring for autistic
yoga or Pilates and eating only raw fruit while they have Vietnamese girls do their nails. They can be interesting, nice people, but they are not heroes to me any longer. He approached it,
ALUMINUM CHALLENGE Create 3 magazines and design the masthead for a stustainable design based magazine.
CONCEPT The magazine’s featured articles use a variety of typographic structures that connect the imagery together.
RANDALL PRODUCTIONS CHALLENGE Create an identity for a small video editing company Randall Productions. Randall Productions is a unique video provider, specializing in advanced editing by uniquely combining imaginative video and the maximizing the senses with the power of music. The identity needs to feel professional but non-traditional, to compete with other video production companies.
CONCEPT Randall productions needed to reflect the advanced editing throughout. The identity was inspired by the editing notion and by taking the film apart and putting back together. It conveys the correct process of editing and gave the company a professional feel.
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Welcome to my site! I’m Caleb, a f r e e l a n c e v i d e o p r o d u c t i o n d e s i g n e r. Based in St. Augustine, Fl.
Featured Work
Surf Report This video I filmed and edited was for a surf report for a local surfing company in St. Augustine, The Surf Station. Winds were off shore, waves were glassy...Perfect Day for surfing.
PAPER CLIPS CHALLENGE Create a sculptor that combines metal with any object.
CONCEPT Forging paper clip chain with metal rods to create a trickling effect; the large metal paper clips gradually decreased in size until they are as small as normal size paperclips. The real paper clips attached to the bigger metal paper clips. The final product captures your eyes to look at the first paperclip on the top and gradually moves the eyes down to the pouring of paperclips on the ground. The movements of your eyes mimic the movement of the fluidity waterfall.
MISSIONS MAGAZINE CHALLENGE Design a magazine explaining the missions program at a large church based in Jacksonville, FL.
CONCEPT Create a magazine that easily explains the concept of missions according to this church. The inspiration for the design of the magazine was based on photographs from a local coffee shop. Representing missions can be done from anywhere... globally or locally.
ECOLOGIE AIRWAYS CHALLENGE Create an identity for Ecologie Airways.
CONCEPT Ecologie Airways is an eco-friendly/American-based Airline Company. The goal was to design an airline that makes the customer important. The company colors reflect the spirit of what the airline wants to portray, comfortability. The eagle was chosen in order to establish the company as American airline. This also works as the logo because the eagle is related to the flight of the airplane.
CHARGED CHALLENGE Create a bitmap live typeface using FontStruct.com, and design a poster to generate interest in the new Charged typeface.
CONCEPT The definition of the word charged is pertaining to a particle, body, or system prossessing a net amount of positive or negative electric charge. Throughout the typeface and the poster the word Charged has formed the design. The colors in the poster show voltage through the electric charged elements.
NYC MAKEUP CHALLENGE Create an advertising campaign for NYC makeup that included 2 ads, a billboard, and a web ad.
CONCEPT NYC offers women the opportunity to buy more cosmetics more frequently, to try new looks with minimal risk, to get more value for their money and to feel good about treating themselves to cosmetics purchases. The ads were designed to encourage consumers to look for products in store, or ask for it by name. The Empire State Building and the Statue of Liberty were chosen for the icons so that everyone instantly thinks of New York. Therefore, it would be very easily understood concept for NYC Makeup. The splash effect takes the cliché “painting the town” to a new level.