Issuu on Google+


ACTS OF INTERPRETATION


Each new project begins with brainstorming anchored in key words that describe how the brand defines itself. These words will spark an image, bring to mind colors or a specific typeface, all which reflect or illuminate further the feel of the brand. From here, a transformation started with words and ideas becomes concepts that lead me further on a path toward a new act of interpretation.


Š 2012 Brenda McGee Published by: Brenda McGee Printing: Plotnet, San Francisco California Binding: The Key Printing and Binding , Oakland California Photos: Brenda McGee and Live Surface Editor: Screen Door Research, Debra Brusie for GR-460 Senior Portfolio Instructor: Jeremy Stout Academy of Art University All rights reserved. No part of this book may be reproduced without the writtnen consent of the publisher.


01

kate spade paints

02

j crew skin care

03

bigelow tea

04

mrs. clean

05

fillipo berrio

06

adhd

07

grow magazine

08

family table

09

eileen fisher

10

feeding america

11

book arts


01

KATE SPADE PAINTS

background

challenge

Kate Spade New York was founded in 1993 when

Develop a line of interior/exterior house paints

then accessories editor Kate Brosnahan was hard

that reflects the design style and integrity of the

pressed to find a sleek yet utilitarian handbag.

Kate Spade brand. The proposed product line

To remedy this, Kate and her husband, Andy

will be a line of eco-friendly house paints.

Spade, launched Kate Spade with handbags constructed from the useful, playful, and sophis-

interpretation

ticated designs the two created. What began with

Kate Spade is a fresh brand with retro overtones

handbags now includes apparel, shoes, and acces-

utilizing classic shapes and graphic elements.

sories all echoing the fantastical functionality of

I explored color palates and shapes to comple-

the brand. Today, Kate Spade New York is owned

ment the existing brand assortment.

by Liz Claiborne, Inc. (a publically held company), has forty-six boutique shops across the US, and is sold online as well as at retailers around the world.


interpret

p ortfolio b r en da mcg ee

6/ 7


p r o j e c t k at e s p a d e p a i n t s

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t wo


interpret

p ortfolio b r en da mcg ee

10/ 11


p r o j e c t k at e s p a d e p a i n t s

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t wo


interpret

p ortfolio b r en da mcg ee

12/ 13


p r o j e c t k at e s p a d e p a i n t s

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t wo


interpret

p ortfolio b r en da mcg ee

14/ 15


02

J CREW SKIN CARE

background

challenge

J.Crew is a specialty retailer with preppy roots and

Create a skin care line that enhances the brand,

a broad consumer base from kids, teens, young

staying true to the brand itself and the lifestyle

adults and brides to professional men and working

it represents.

mothers. The brand’s first catalog debuted in 1983 to a targeted upper middle class audience. Today,

interpretation

J.Crew distributes more than 80 million catalogs

Clean lines and traditional letterforms communi-

each year, operates over 300 retail stores which

cate the classic feel that is J.Crew. Adding bold

include bridal, The Liquor Store, No. 1035 (with

pops of less than traditional colors achieve an

limited couture-detailed pieces for women), and

edgy urban sensibility that completes the men’s

Crewcuts boutiques, boasts partnerships with the

skincare line.

finest fabric mills, craftsmen, and iconic brands (Jack Percell, Timex, Thomas Mason, and Red Wing) and is a favorite brand of the first lady of the United States.


interpret

p ortfolio b r en da mcg ee

16/ 17


CL AS S I C


project j crew skin c are

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t h r ee


interpret

p ortfolio b r en da mcg ee

20/ 21


project j crew skin c are

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t h r ee


interpret

p ortfolio b r en da mcg ee

22/ 23


project j crew skin c are

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t h r ee


interpret

p ortfolio b r en da mcg ee

24/ 25


03

BIGELOW TEA

background

challenge

Bigelow Teas is a family-owned business

Update the existing brand and packaging, clearly

located in Fairfield Connecticut. Ruth Campbell

communicating the essence of the tea experi-

Bigelow founded the company in 1945 and

ence: refreshing, uplifting and relaxing.

it is still operated by her family today. Additionally, Bigelow Teas owns one of the only tea plantations

interpretation

still operating in the United States. Most famous for

A well-known brand in the tea market, my goal

their signature tea, “Constant Comment”, a spice-

was to freshen the brand for a younger consumer:

infused blend, the selection has grown to over 100

a tea drinker who is concerned with the world

different varieties including herbal, green and

around him/her.

traditional blends, all while remaining true to the brand’s one calling, a delicious cup of tea. Community-minded, the Bigelow Community Challenge (a road race) has raised money for charitable organizations since 1988.


interpret

p ortfolio b r en da mcg ee

26/ 27


proj ec t b ig elow te a

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t w 0


interpret

p ortfolio b r en da mcg ee

30/ 31


proj ec t b ig elow te a

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t w 0


interpret

p ortfolio b r en da mcg ee

32/ 33


proj ec t b ig elow te a

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t w 0


interpret

p ortfolio b r en da mcg ee

34/ 35


04

MRS. CLEAN

background

challenge

Procter & Gamble is a multi-national corpora-

Create an identity/packaging system that exudes

tion headquartered in Cincinnati, Ohio that

earth-friendly clean. Products include all purpose

manufactures a wide range of consumer goods.

cleaners, soaps, sponges and wipes.

Mr. Clean is a successful household cleaning brand of P&G with a reputation for tough and

interpretation

effective cleaning power accompanied by the

Mrs. Clean gets the job done as well as her parent

friendly familiarity of a multi-decade brand.

brand but is also concerned with the footprint the product line leaves on the surrounding world.

Mrs. Clean Concept: A new line of household

To portray this youthful and eco-conscious

cleaning products with a similar ethos to Mr. Clean

sensibility, I chose a fresh palate and images to

(strong, heavy duty cleaning with a gentle side) in

indicate a new hip brand extension.

an earth-friendly formula. The new brand offers the earth-conscious benefits of popular brands Mrs. Meyers Clean Day and method at a lower price point. With research showing women more environmentally conscious than men, the new line is targeted to a cost- and environmentallyconscious female consumer who sees herself as a progressive-minded shopper.


interpret

p ortfolio b r en da mcg ee

36/ 37


project mrs clean

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t h r ee


interpret

p ortfolio b r en da mcg ee

40/41


project mrs clean

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t h r ee


interpret

p ortfolio b r en da mcg ee

42/43


05

FILIPPO BERIO

background

challenge

For Filippo Berio, tradition and expertise began in

Update the existing packaging while maintaining

the 1850’s with Berio himself producing and selling

the history and integrity of the core brand estab-

olive oils in the northern Italian town of Lucca.

lished many years ago.

An acknowledged virtuoso from a region renowned for exceptional olive oils, Berio began exporting

interpretation

his distinctive blend to America in the late 1800’s

I chose rich colors and textures to highlight the

to Italian-American immigrants craving a taste of

esteemed history of the Berio family and the lush

home. By 1900, Filippo Berio was Italy’s number

olive groves of the Tuscan hills.

one export brand, winning international awards for quality. Today, the brand continues its devotion to high quality product and its deep set roots as the Societa per Azoni Lucchese Olii e Vini (or SALVO), a family-formed company of growers and producers with the largest olive grove in Italy spread across 250 acres at the foot of the Tuscan hills.


interpret

p ortfolio b r en da mcg ee

44/45


project filippo berio

i n s t r u c t o r t h o m a s m c n u lt y

co u r s e pac k ag e d e s i g n t wo


interpret

p ortfolio b r en da mcg ee

48/49


06

ADHD: PAY ATTENTION

background

challenge

AD/HD is a categorized mental or behavioral

Come up with a topic and design an informa-

disorder. Patients with this disorder have varying

tional book that communicates a clear concept.

degrees of inattention and or hyperactivity and impulsivity. According to the American Psychiatric

interpretation

Association there are three diagnosis subtypes of

Because AD/HD causes one to feel disconnected

AD/HD: predominantly inattentive type, or AD/

and disorganized, my intention was to make the

HD-1 (previously known as ADD); predominantly

viewer experience some of the same sensations

hyperactive-impulsive type, or AD/HD-H1; and a

of disconnection and confusion.

combined type, or AD/HD-C (previously known as ADHD). Patients with the inattentive type suffer more academic problems while those who have the hyperactive type suffer more behavioral issues. Over 4.4 million school age children are reported to have a history of AD/HD diagnosis. This means that in a class of 30 children, at least one child struggles daily with this disorder.


interpret

p ortfolio b r en da mcg ee

50/51


p r o j e c t a d h d : p ay at t e n t i o n

i n s tr u c to r c a ro l i n a d e b a rto lo

course type three


interpret

p ortfolio b r en da mcg ee

54/55


p r o j e c t a d h d : p ay at t e n t i o n

i n s tr u c to r c a ro l i n a d e b a rto lo

course type three


interpret

p ortfolio b r en da mcg ee

56/57


p r o j e c t a d h d : p ay at t e n t i o n

i n s tr u c to r c a ro l i n a d e b a rto lo

course type three


interpret

p ortfolio b r en da mcg ee

58/59


p r o j e c t a d h d : p ay at t e n t i o n

i n s tr u c to r c a ro l i n a d e b a rto lo

course type three


interpret

p ortfolio b r en da mcg ee

60/61


07

GROW MAGAZINE

background

challenge

Grow magazine is targeted at those who care about

Create an identity for a new publication

the environment and where the food on their table comes from. Its goal is to be informational and

interpretation

inspirational, as well as to bring awareness to the

The publication has a friendly, warm tone with

ease and simplicity of urban farming/gardening

urban sophistication reflected in the photography,

and of eating fresh daily (whether from your own

colors and type.

garden/farm or from a local one you choose to support.) Inside each issue, readers will find ideas for planting, cultivating and harvesting their own vegetables, in addition to resources for “farmers� without land (how to access community gardens in your area.) The publication will explore the lifestyle of the resourceful farmer/gardener; who they are, how they live, eat, dress, and enjoy their daily rounds of tinkering in the dirt.


interpret

p ortfolio b r en da mcg ee

62/63


proj ec t g row m aga zin e

instructor cl audia middendorf

course print one


interpret

p ortfolio b r en da mcg ee

66/67


proj ec t g row m aga zin e

instructor cl audia middendorf

course print one


interpret

p ortfolio b r en da mcg ee

68/69


proj ec t g row m aga zin e

instructor cl audia middendorf

course print one


08

THE FAMILY TABLE INITIATIVE

background

challenge

The Family Table Initiative focuses on educating

Create an Identity and event. Produce all materials

consumers about where their food comes from,

to promote the event.

where healthy food should come from, and how they can change the food industry with how they

interpretation

choose to spend their dollars. We are constantly

My goal was to begin a grass roots movement

bombarded by news stories about the precarious

through an event promoting education, advo-

nature of our nation’s food supply. Not only do we

cacy and change. The identity has a folksy family

worry about contamination and food borne illness,

feel, celebrating the idea of fellowship, commu-

there are also concerns over chemical additives,

nity and common cause.

preservatives and pesticides. Can we actually enjoy a meal that is safe? We can, but to do so, we must stand up together to food manufacturers and better educate ourselves on factory farming.


interpret

p ortfolio b r en da mcg ee

72/ 73


p r o j e c t f a m i ly ta b l e i n i t i at i v e

i n s tr u c to r b o b s lote

course gr aphic design three


interpret

p ortfolio b r en da mcg ee

76/ 77


interpret

p ortfolio b r en da mcg ee

78/ 79


p r o j e c t f a m i ly ta b l e i n i t i at i v e

i n s tr u c to r b o b s lote

course gr aphic design three


interpret

p ortfolio b r en da mcg ee

80/ 81


p r o j e c t f a m i ly ta b l e i n i t i at i v e

i n s tr u c to r b o b s lote

course gr aphic design three


interpret

p ortfolio b r en da mcg ee

82/ 83


09

EILEEN FISHER C SR REPORT

background

challenge

A privately held corporation located in Irvington,

Create a CSR report and posters to commend the

New York, Eileen Fisher was born when Ms. Fisher

accomplishments of the company in this area.

could not find clothes she found both comfortable and appealing. Simple. Sensual. Beautiful. Time-

interpretation

less. Functional. An interior and graphic designer,

My goal was to highlight the socially conscious

Fisher was drawn to simple geometric shapes she

certitude of the brand’s good works through

could envision as clothing. In 1984, with $350 from

direct, simple type and beautiful images.

her savings, she created four functional pieces that worked together for her first look. Her passion was contagious and with just 8 simple pieces, Eileen Fisher Inc. was launched. Along with a mission to inspire simplicity, creativity, and delight through connection and great design, the brand holds a vision for social consciousness that supports their community, their supply chain, and the environment in ways that directly impact women’s lives.


interpret

p ortfolio b r en da mcg ee

84/ 85


project eileen fisher csr

instructor marc english

course print two


interpret

p ortfolio b r en da mcg ee

90/ 91


10

FEE DING AMERICA ANNUAL REPORT

background

challenge

A retired businessman in Phoenix volunteered

Create an annual report.

at a local soup kitchen in the late 1960’s. Soon, he began soliciting excess unwanted food from

interpretation

grocery stores, local gardens, and nearby produce

My goal was to show the work and communicate

farms when advised by the kitchen’s clients that

the integrity of the organization through images

others could eat what nobody wanted anymore.

as well as to highlight the evolution of Second

He found a facility to store and distribute the food

Harvest into the new Feeding America brand.

and the nation’s first food bank was born. Today, Feeding America is the nation’s leading hunger relief charity with a mission to provide food relief to those in need and to engage the public in a fight to end hunger. With a network of over 200 community food banks and food rescue organizations, Feeding America serves every county in the US and Puerto Rico and provides food assistance to over 25 million low-income people.


interpret

p ortfolio b r en da mcg ee

92/ 93


project feeding americ a ar

i n s tr u c to r a n itr a n ot ti ng h a m

course print two


interpret

p ortfolio b r en da mcg ee

96/ 97


project feeding americ a ar

i n s tr u c to r a n itr a n ot ti ng h a m

course print two


interpret

p ortfolio b r en da mcg ee

98/ 99


11

BOOK ARTS PROJECTS

background

challenge

“Artists’ books are books or book-like objects over

Create one of a kind books based on assignments

the final appearance of which an artist has a high

from the professor.

degree of control; where the book is intended as a work of art in itself. Most often published in small

interpretation

editions or as one-of-a-kind “uniques,” artists’

Collecting images, papers, organic items and struc-

books include works of art realized in the form of

tures to communicate a message.

a book. They can come in a wide range of forms— scrolls, foldouts, concertinas, bound printed sheets, or loose items contained in a box—whatever best promotes the concept of adapting the materials and form of the external book to communicate something about its content.


interpret

p ortfolio b r en da mcg ee

100/ 101


p r o j e c t va r i o u s b o o k s

instructor

course book arts


interpret

p ortfolio b r en da mcg ee

104/ 105


p r o j e c t va r i o u s b o o k s

instructor jennie hinchcliff

course book arts


interpret

p ortfolio b r en da mcg ee

106/ 107


p r o j e c t va r i o u s b o o k s

instructor jennie hinchcliff

course book arts


interpret

p ortfolio b r en da mcg ee

108/ 109


p r o j e c t va r i o u s b o o k s

instructor jennie hinchcliff

course book arts


interpret

p ortfolio b r en da mcg ee

110/ 111


thank you I would like to thank my family (Sean, Erin, Mary and Seany) for their support through this whole process, never stop learning! Many thanks to my instructors (Anitra Nottingham, Carolina de Bartolo, Thomas McNulty, Marc English and Jeremy Stout) for your patience and push when needed, I am a better designer today because of you.



senior portfolio