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M amas & Papas OVERVIEW Mamas & Papas is a high-end, family run baby brand originated in Britain. The company offers strollers, baby carriers, bouncers, toys, accessories and much more. The line of products evokes a bold, sexy and stylish statement for parents (especially mothers) to enjoy while maintaining a functional and practical piece for themselves and their little one.

CHALLENGE To create a campaign that directly targets the mothers and parents who desire more than just a functional stroller. The advertisements should be modern, sleek, refined and make a mother feel like she would look and feel sexier with a Mamas & Papas product. SOLUTION The imagery is minimal and refined, making the pieces within the campagin desirable for the high-end client. Patterns from the products and small pops of color add a classy, modern appeal.

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Lookin’ good Mama. Make Parenthood Stylish

us.mamasandpapas.com

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Mama Mia! Make Parenthood Stylish

us.mamasandpapas.com


Hot Mama. Make Parenthood Stylish

us.mamasandpapas.com


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M ontebello OVERVIEW These assorted pastas are imported from Italy. The consumer that buys Montebello products has expensive taste and is willing to pay extra to have a high value product. CHALLENGE Create incentive to buy this product with new packaging for the most 4 most popular of Montebello’s pastas. SOLUTION With a vertical storage box the consumer is able to buy and keep this product and reuse. The triangle cutouts on the top of the box are influenced by the dividers on the inside keeping the fettuccine, linguini, spaghetti and angel hair separated. The cut out names of the pasta make the box appealing and intriguing.

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G et out of the Boat OVERVIEW Thomas Winninger, an award winning market strategist and motivational speaker is the author of this inspiring book. Winninger won the Blue Chip Enterprise Award from the U.S. Chamber of Commerce and was also a nominee for America’s Entrepreneur of the Year Award. CHALLENGE Update and refresh the book cover and chapter headers so that they better reflect the content of the book. SOLUTION Being that this book is religiously affiliated, the designer painted maritime inspired panels. The painting that occupies the cover is a lifesaver and plays off of the title. On the covers, deep blue green and cream colors are used with accents of orange. The imagery now better personalizes the book and relates to the content in an intriguing fashion.

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F IX OVERVIEW A cosmopolitan martini and tapas bar in the financial district is just what New York City needs. This trendy spot adds some flare to the Big Apple’s nightlife and gives the Wall Street Business men and women a place to get their fix after a busy day. CHALLENGE To create a modern brand and menu that suits this hot spot martini bar. The space has a minimalist atmosphere and is morphed into a nightlife destination complete with red and pink lighting to set the mood. SOLUTION The shape of the menu reflects a martini glass and is complete with the FIX logo laser cut out of the cover, showing the accent colors through. Not only does the menu reflect the shape of the martini glass but also the logo shares the similarity to the martini in the shape of the X which is also reflected throughout the menu.

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D iggs OVERVIEW Diggs is a proposed magazine for economically conscious homeowner that specifically focuses on home sustainability. CHALLENGE Create a magazine that delivers information about home sustainability in a cohesive format. SOLUTION Diggs is a slang for home that appropriately fits and attracts the niche of readers that this magazine markets to. The magazine cover is image heavy and the layouts continue that format.

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DIGGS photography by Chase Gardner

Meditteranean DOMESTIC

Bliss

Almost every room in this house has this good view to the sea. It is always beautiful to see the sunrise and sunset in the afternoon from your own room while enjoying some good quality time in the house. People would do anything to have this experience in their house. According to the house owner, the house is well inspired by the trend of organic architecture back in the 70’s when that was the peak of the trend.

You may be surprised to see that every single piece of specific furniture item in this house as well as their matte-brass faucets specially ordered from Britain. Yes, the house owner has a very good quality taste and preferences when it comes to fashion style and quality, so we should not be too surprised to see how determined he is when it comes to these things. When we see the interior part of this house, it is easily noticeable that the adapted design is so simple yet functionally good. Some of the interior parts are even rough but there are lots of original décor items in this house.

{S}ituated in the lips

of Mediterranean Sea has given this house which we are about to show you a plentiful spoiling view of this well famous piece of Mediterranean seas. The small coastal village located in this well location of the sea side has gives so much of joy and benefits when it comes to environmental and landscapes for the house. This house is belongs to a famous fashion show producer, surely he knows fashions so well and this can also be seen on the house we are about to show to you today. The creations he made truly expressing on how well the good blend between functions and styles in a piece of furniture item can be. That’s a glimpse of the house owner and who he is. Back to the house we are talking about now. As we have mentioned earlier on, being situated and located in the lips of Mediterranean seas has given the house more than plenty of spoiling views of this magnificent sea side sceneries one can have.

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Rock slabs portrude from the wall making a functional and stylish substitute for the average convential bookcase.


DIGGS “For 10 years I was dreaming about it, for five years I was looking for a spot for it, for two years working on it, for another two years building it, and finally here it is,” says Alexandre de Betak, luxuriating in the master bedroom of the house he has created, inside and out, in a small coastal village in the Tramuntana region of Majorca. Like virtually every other room, this one has devastating views of the Mediterranean Sea, oddly curvaceous white plaster walls and a surfeit of unpretentious, quirky design gestures. Consider a pair of shutters set in a rounded expanse — painted olive gray-green, a shade approved by the village’s strict building code — that open to reveal a view of, no, not the orange grove that forms a part of the property, nor the ancient terraces laid out by the Moors a thousand years ago, but a wide-screen TV.

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MAN’’’S article by Derek Schwartz

photography by Chase Gardner

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But ask de Betak if the undulating surfaces — there’s hardly a right angle in the place — are meant to evoke the spirit of Antoni Gaudí, and he laughs and concedes that the influence is more likeBarbapapa, the shape-shifting cartoon character from the 1970s.

{“I love ’70s organic architecture,” he says. “I am very influenced by the time when I grew up.”}

Every piece of site-specific furniture, every matte-brass faucet custom ordered from Britain, every faux-vintage ceramic and olive wood light dimmer has been stage-managed by de Betak, 42, a renowned events producer, art director and designer whose work includes fashion shows and extravaganzas for clients from Dior to Rodarte to Tiffany. Among his memorable spectacles was Jennifer Lopez’s fragrance introduction, for which he sent up fireworks spelling out “J.Lo Glow” in the night sky. His company, Bureau Betak, has offices in New York, Paris and Shanghai. The specially commissioned neon sculpture above the stairs featuring bright Chinese characters (its installation, according to witnesses, was no picnic) is an homage to de Betak’s recent flood of Asian commissions. “In a way, this is a house that China built,” he admits. When asked to translate the sign, which is inspired by so-called massage parlors, he laughs and answers, “Stone house by the sea.” De Betak’s earliest days in fashion are directly responsible for his romance with the area, which has the charm and expat appeal of Amagansett circa 1960. His first client, the designer Sybilla, brought him here 20 years ago — a time when the village was so underdeveloped that many of the houses had no phone service. (De Betak remembers waiting for hours at the town’s sole phone booth for a call from Donna Karan.) Though it is a tiny outpost — six square miles between mountain and sea; a scant 800 or so people residing in perfectly harmonious homes (thank those tough building codes) — it became a hugely stabilizing force in de Betak’s wildly peripatetic life. “I travel like a maniac, and the only place I stay a month is here. I’ve never accepted a job for August!” he says.


photography by Chase Gardner

{“Sometimes I pick up my two boys from school in Paris [the model and actress

Audrey Marnay is their mother], and we hop on the last plane to Majorca. Even just for the weekend, it’s a big life changer to come here.”} -de Betak photography by Chase Gardner

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His refuge may be remote, but it’s certainly not intended for solitary contemplation. Today de Betak is hosting a luncheon under a canopy of olive branches for 20-odd visitors, among them many of the local people who worked on the house. Two little guests in glittery tutus (they wear school uniforms during the week, so they break out on Sundays) delight in showing off various amusing aspects of the house: the spigot in the kitchen wall — matte brass, of course — that dispenses wine; the three blobshaped sleeping cutouts in the children’s room that require scrambling up a white wall, a maneuver that only a particularly dexterous 5-year-old can accomplish. A secret door inside the children’s closet leads to a storage space crammed with what looks like hundreds of baskets of light bulbs. (“I always loved bulbs,” de Betak explains, “and I use light a lot in my shows. In my office in Paris I have 300 bulbs.”) Rows of duffel bags contain almost the entire stock of vintage linen from a military surplus dealer at Paris’s Porte de Clignancourt market. De Betak uses the fabric to create all the cushions and bed linens in the house. “It’s very practical,” he says, and indeed, stacks of beige pillows, saved from predictability by the one-of-a-kind sofas they enhance, are easily tossed in the wash if and when a tipsy guest splashes some spigot-poured wine. De Betak wanted the place to be ecologically sensitive and in tune with the local culture, “but twisted in my way.” So a guest cabin that is nicknamed “Can Pitufo” — or “Smurf House” — has been built around a tree, which had the builders tearing their hair out. “Chop it down!” they pleaded, but de Betak, who strikes one as cheerfully compulsive and happily headstrong, insisted, and now a spa-worthy shower wraps around that natural wonder. The techniques he employs as a master showman served him well in building the house, only now the results are meant to last 200 years rather than

20 minutes: “I rendered everything with mood boards, and then with 3-D drawings of specific ideas.” Which was a good thing, considering that these notions included projects not necessarily familiar to Majorcan craftsmen, like clay ashtrays in the shape of R2-D2 and Darth Vader, and Flintstone-esque iPod docks encased in stone. “There’s so much made of rock here — rock lamps, rock sinks, rock tubs, even a rock TV. Maybe I should do a line of rock accessories?” he suggests, only half-joking. De Betak says he wanted the ambience to be “very minimal but warm,” and though he is not specifically referring to the fact that the compound has surround sound but no air-conditioning, he could be describing the blend of naturalism and witty modernism that is central to the endeavor. “It’s the most fun project I have ever done. I am a perfectionist, but you can’t make it perfect,” he says with a sigh, looking out over the pool with its glistening Nile-green glass tiles — locally sourced — to the sea beyond. “The house was made for life, and it should never be really finished. It’s a good lesson.

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G ate River Run OVERVIEW The Gate River Run is the largest 15K in the U.S. and attracts more and more people every year. Lots of money goes to different organizations and this next spring of 2012, the proposed concept is to partner with St. John Water Management District so that race benefits go towards the St. Johns River. CHALLENGE Use the influence of the race in combination with the St. Johns River to produce an event design and campaign. SOLUTION The typographic treatment in combination with a chart map of the St. Johns River accurately portrays Jacksonville’s pride for its river while maintaining a contemporary, sporty logo. The logo is branded on different pieces like a canvas bag including a t-shirt and Runner’s Log for future training.

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GATE RIVER RUN 15K-GO THE DISTANCE TO PRESERVE JACKSONVILLE’S FAVORITE RIVER


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I cons OVERVIEW A design oriented set of icons to use via facebook, email and predominantly text messaging CHALLENGE Create an application for users to download and facilitate the icons in their mobile device. Create an advertising campaign marketing the sets of icons in high traffic metropolitan areas. SOLUTION An easy to use search and download system step by step facilitates the use of the three sets of icons.

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A nthropologie IN COLLABORATION WITH DANIELLE BROADERSON

OVERVIEW Anthropologie is a home goods and womens clothing store with an emphasis on presenting their products and their store space in the best way possible. Every Anthropologie store is uniquely laid out and no display is the same. A design team and interns are dictated by corporate’s concepts for the store but within that concept are left with an inspiration book to interpret for themselves. CHALLENGE The work here is a result of a summer-long internship that emphasized a certain freedom within the brand of Anthropologie. Learning the ins and outs of the brand was extremely beneficial and being able to make executive design decisions based on small hints of inspiration made the job at some points a challenge and certainly a learning opportunity.

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S wagger OVERVIEW Typography is such a substantial part of everyone’s lives and a bold installation was the thing to get more people to take notice of what Typography is, what it means and how it is always changing.

CHALLENGE This challenge was a collaborative effort to find a word that best describes Typography and then execute an installation in a location and in a medium that was appropriate for the descriptive word.

SOLUTION Swagger was chosen as the word describing Typography. Swagger by definition means a bold, driving force, arrogant or having flare. Pixels made up of 4, 1x1” cardboard squares wrapped in aluminum foil and woven horizontally and vertically made up the letters in the word Swagger. The carefully woven word was hung in a public place where it contrasted against it’s background and where the sun reflecting off the letters caught the attention of people walking by. As a collaborative effort the team members were able to explain to passer-bys the impact of typography and the meaning of the installation.

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B ones OVERVIEW BONES is a popular television series on the FOX network. The show is inspired by real-life forensic anthropologist and novelist, Kathy Reichs.

CHALLENGE To push the concept of the BONES television series further into a DVD series of seasons 1 through 5. SOLUTION Keeping with the inspiration of BONES but not as literal with the imagery on the DVD case, silkscreen prints of bones provide a back-splash for each season cover.

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S ir Walter Beer OVERVIEW An Organic Beer brewed out of Raleigh, North Carolina. The Beer is inspired by the historic figure, Sir Walter Raleigh. The names of his poems and short stories are the names of the IPA, Lager, and Brown Ale that the brand Sir Walter offers. CHALLENGE Create a brand for an organic beer in a very competitive market. The brand not only needs to market to a unique audience but also stand out on the shelf of the grocery store. SOLUTION To make sure that consumers will pick up this bottle off of the shelf rather than others, the influence of Sir Walter was directly applied to the imagery. His head was separated from his body and attached to interesting and surprising combinations of animals. The freak show Sir Walter figures that make up the labels are complemented by circus type and graphics.

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Brenna Antram 2011 Graphic Design Portfolio