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LEFT HAND CRAFTED

Vo l u m e 1

S e l e c t e d Wo r k s o f B r i a n D e l a n e y


LEFT HAND CRAFTED

Vo l u m e 1

S e l e c t e d Wo r k s o f B r i a n D e l a n e y


// LEFT HAND CRAFTED

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

LEFT HAND CONCEPT F o r t h o s e w h o a r e r i g h t-h a n d e d , b e i n g l e f t-h a n d e d doesn’t seem li ke it wou ld be a l l t hat d i f ferent . T h is world caters to people that a re r ight ha nded . But lef ties k now you have a lot to adapt to, whet her it ’s usi ng scissors, w riting on desks, or even sha king hands. I had to learn to adapt to a world mea nt for r ight ha nders but that just meant I had my ow n special way of doing things and that t rend has cont i nued i nto my desig n ca reer. It has g iven me the oppor tunit y to ex plore options others wouldn’t thin k of, discover my indiv idualit y and use my hands to create work that is uniq uely my ow n . Here is my book , w h i c h i s l e f t- h a n d c r a f t e d t o e x p r e s s w h o I a m t h r o u g h my designs. I take great pride in not on ly doing things d i f f e r e n t l y, b u t d o i n g t h e m b y h a n d , l e f t h a n d , t h a t i s .

Class // SENIOR PORTFOLIO

Instructor // MARY SCOTT


Category // PORTFOLIO

Pages // 2 - 7


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Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Guide to the Left Hand Crafted Hierarchy

TABLE OF CONTENTS Project 01 Focusin Pharmaceuticals page 6

Project 02 Oakley Skincare for Men

page 24

Project 03 DVS Shoe Co. Packaging

page 42

Project 04 EconoCon Financial Conference

page 58

Project 05 Sloshed Beerfest page 72

Project 06 NewCycle Recycling page 90

Project 07 Hydro74 Biography page 106

Project 08 Craftsman Tool Co. page 118

Project 09 Identity Work page 144

Class // SENIOR PORTFOLIO

Instructor // MARY SCOTT


Category // PORTFOLIO

Pages // 4 - 9


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PROJECT

01

Pharmaceutical Packaging

ORGANIZING THE CHAOS O BJ E CTI V E Create a new line of pharmaceutical products that address a medical condition of your choosing. The packaging should feel uniq ue to the cond it ion a nd feat u re it ’s benef its . Ta ke i nto accou nt t he ster i le n at u re of the medical industr y and create a fresh look that feels in formative as well as per tinent to the medical condition .

S O LU TI O N I drew on personal experience by choosing to address an affliction t hat is q u ite com mon a mong creat ive t y pes; At tent ion Def icit Disorder. A DD causes unorgan ized chaos and those w ith the disorder have a rea l difficult time focusing on the tasks at hand. Focusin allows takers to concentrate better and calm down and “focus in” on the task at h a n d ( h e n c e t h e n a m e) . B u t m o r e t h a n j u s t m e d i c a t i o n , I c r e a t e d a su r v iva l kit w ith items that people w ith A DD need to help them stay orga n i zed . T he br ight bold colors g ra b a person’s at tent ion a nd help to differentiate the products, but the m in ima list desig n keeps ever y th ing simple and focused.

I N ST R U CTO R Tom McNu lt y

T Y P E FAC E Gotham

A DJ E CT I V E S Focused Minimal Vivid Reliable Controlled

C O LO R PA L ET T E

Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Project // FOCUSIN PHARMACEUTICAL

Pages // 6 - 11

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Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Project // FOCUSIN PHARMACEUTICAL

Pages // 8 - 13

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Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Pages // 10 - 15

Pill Keeper OPEN HERE

A.D.D. Survival Kit

Project // FOCUSIN PHARMACEUTICAL

A.D.D. Survival Kit

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Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Project // FOCUSIN PHARMACEUTICAL

Pages // 12 - 17

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Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Project // FOCUSIN PHARMACEUTICAL

Pages // 14 - 19

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Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Project // FOCUSIN PHARMACEUTICAL

Pages // 16 - 21

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Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Project // FOCUSIN PHARMACEUTICAL

Pages // 18 - 23

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Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Project // FOCUSIN PHARMACEUTICAL

Pages // 20 - 25

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Class // PACKAGING 2

Instructor // TOM McNULTY


Category // PACKAGING

Project // FOCUSIN PHARMACEUTICAL

Pages // 22 - 27

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PROJECT

02

Oakley Skincare

RESPECT YOUR SKIN O BJ E CTI V E Create a new line of skin care products far removed from t h e b a t h a n d b o d y i n d u s t r y. T h e l i n e c a n b e s p e c i f i c a l l y for men , women , or both . The designs should ma ke use of t he pa r t icu la r bra nd’s eq u it y a nd i n t h is case a n swer the q uestion , “ W hat if Oa k ley made a skin care line? ”

S O LU TI O N As a lover of Oakley products and what the brand represents, it was only natural to take the extreme spor ts apparel company into the skincare world. The line is for active men who demand high performance skin care products that will get them clean no matter how hard they compete. Oakley is known for bold trendsetting designs, especially in the performance o p t i c s i n d u s t r y, s o b r i n g i n g t h a t s t y l e i n t o t h e s k i n ca re li ne was necessa r y for bra nd recogn ition . Intricate b a c k- p a i n t e d l a s e r- c u t p a n e l s s u r r o u n d a l l f o u r s i d e s o f t he f rosted glass bot t le. T he layers of dept h created by i n t r i c a t e b a c k- p a i n t e d l a s e r- c u t p a n e l s o n t h e f r o s t e d gla ss bot t les play of f t he look of Oa k ley ’s len ses i n t hei r su nglasses. T herefore t he l i ne screa ms Oa k ley w it hout usi ng black , t he dom i nate color i n t he major it y of Oa k ley products.

I N ST R U CTO R Tom McNu lt y

T Y P E FAC E Got h a m Na r row

A DJ E CT I V E S Durable Active Superior Modern St ylish

Class // PACKAGING 3

Instructor // TOM McNULTY


Category // PACKAGING & PRODUCT DESIGN

Project // OKALEY SKINCARE

Pages // 24 - 29

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Class // PACKAGING 3

Instructor // TOM McNULTY


Category // PACKAGING & PRODUCT DESIGN

Project // OKALEY SKINCARE

Pages // 26 - 31

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Class // PACKAGING 3

Instructor // TOM McNULTY


Category // PACKAGING & PRODUCT DESIGN

Project // OKALEY SKINCARE

Pages // 28 - 33

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Class // PACKAGING 3

Instructor // TOM McNULTY


Category // PACKAGING & PRODUCT DESIGN

| CAR T RIDGE CON TAINING PRODUC T

Project // OKALEY SKINCARE

Pages // 30 - 35

| F R O S T E D G L A S S B O T T L E W I T H C A R T R I D G E`

| FINISHED BOTTLE

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Class // PACKAGING 3

Instructor // TOM McNULTY


Category // PACKAGING & PRODUCT DESIGN

Project // OKALEY SKINCARE

Pages // 32 - 37

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FACE SCRUB

SHAMPOO

SHOWER GEL

FOR MEN

FOR MEN

FOR MEN

CLEANSING

FOR ME

Class // PACKAGING 3

Instructor // TOM McNULTY


G PADS

Category // PACKAGING & PRODUCT DESIGN

CONDITIONER

LOTION +SPF

FOR MEN

FOR MEN

Pages // 34 - 39

DEODORANT FOR MEN

EN

Project // OKALEY SKINCARE

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Class // PACKAGING 3

Instructor // TOM McNULTY


Category // PACKAGING & PRODUCT DESIGN

Project // OKALEY SKINCARE

Pages // 36 - 41

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Class // PACKAGING 3

Instructor // TOM McNULTY


Category // PACKAGING & PRODUCT DESIGN

Project // OKALEY SKINCARE

Pages // 38 - 43

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Class // PACKAGING 3

Instructor // TOM McNULTY


Category // PACKAGING & PRODUCT DESIGN

Project // OKALEY SKINCARE

Pages // 40 - 45

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PROJECT

03

DVS Shoe Packaging

BEYOND THE SHOEBOX O BJ E CTI V E Create a special packaging system for a shoe release par t y for a foot wear brand of your choosing. The design should be a point of purchase piece meant to be handed out to a list of V I Ps and celebrities tailored to your brand at this event.

S O LU TI O N As a fan of action spor ts I felt there was an oppor tunity for a packaging system that had never been done before. Taking i n s p i r a t i o n f r o m t h e w a y a S t a r Wa r s a c t i o n f i g u r e i s p a c k a g e d , I created a concept of action fig ure meets action spor ts. T y pica lly with action fig ures, they come blister packed to a board and a f t e r y o u o p e n i t , y o u j u s t t h r o w t h e p a c k a g i n g a w a y. W i t h t h e DVS Bexley Heirs, I wanted to show off the shoes instead of hiding them away in a box . By blister packing the shoes to the board , it a llows f u ll v iew of the product but u n li ke its card board counterpart, ever y piece ser ves a purpose. A long with the shoes you receive a lim ited edition skateboard that instead of t h r o w i n g a w a y, y o u c a n e i t h e r r i d e o r d i s p l a y. I n t h i s m a n n e r nothing gets wasted, the blister pack shells act as covers for the shoes when they are not being worn. Skateboarding and street ar t fit hand in hand so I created a graphics system that drew inspiration from graffiti .

I N ST R U CTO R Paul Kagiwada

T Y P E FAC E Bexley Bold

A DJ E CT I V E S Raw In novative Urban Energetic Durable

C O LO R PA L ET T E

Class // PACKAGING 2

Instructor // PAUL KAGIWADA


Category // PACKAGING

Project // DVS SHOE PACKAGING

Pages // 42 - 47

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Class // PACKAGING 2

Instructor // PAUL KAGIWADA


Category // PACKAGING

Project // DVS SHOE PACKAGING

Pages // 44 - 49

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USB DRIVE

GIFTCARD ACRYLIC WINDOW

| BL IS T E RPA C K

TACK LEBOX S T Y LE

Class // PACKAGING 2

Instructor // PAUL KAGIWADA


Category // PACKAGING

Project // DVS SHOE PACKAGING

Pages // 46 - 51

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Class // PACKAGING 2

Instructor // PAUL KAGIWADA


Category // PACKAGING

Project // DVS SHOE PACKAGING

Pages // 48 - 53

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Class // PACKAGING 2

Instructor // PAUL KAGIWADA


Category // PACKAGING

Project // DVS SHOE PACKAGING

Pages // 50 - 55

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Class // PACKAGING 2

Instructor // PAUL KAGIWADA


Category // PACKAGING

Project // DVS SHOE PACKAGING

Pages // 52 - 57

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Class // PACKAGING 2

Instructor // PAUL KAGIWADA


Category // PACKAGING

Project // DVS SHOE PACKAGING

Pages // 54 - 59

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Class // PACKAGING 2

Instructor // PAUL KAGIWADA


Category // PACKAGING

Project // DVS SHOE PACKAGING

Pages // 56 - 61

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PROJECT

04

EconoCon Financial Conference

BUDGETING OUR FUTURE O BJ E CTI V E Choose a concept or issue that interests you and plan a three day conference around the topic or theme. Select a location for the conference and schedule guest speakers along with a conference i t i n e r a r y. C r e a t e a n d d e s i g n a n i n f o r m a t i v e b o o k a b o u t t h e c o n c e p t a n d several pieces of collateral to accompany the conference, including promotiona l mailers, a poster and a mu ltimedia piece to adver tise the conference.

S O LU TI O N C r e a t e d l o n g b e f o r e O c c u p y Wa l l S t r e e t e x i s t e d , t h e E c o n o C o n F i n a n c i a l Con ference was desig ned to add ress t he n at ion’s f i n a ncia l state of r u i n . Paper cu r rency was t he d r iv i ng concept beh i nd t he project . T he book was created w ith dimensions propor tionate to the dolla r bill . Helvetica w a s u s e d a s t h e p r i m a r y t y p e f a c e b e c a u s e l i k e m o n e y, i t s u f f e r s f r o m o v e r- u s e i n t o d a y ’ s s o c i e t y.

I N ST R U CTO R Ariel Grey

T Y P E FAC E Helvetica

A DJ E CT I V E S Bold Expressive Bright Energetic Impactful

Class // TYPOGRAPHY 3

Instructor // ARIEL GREY


Category // TYPOGRAPHY & PRINT

Project // ECONOCON

Pages // 58 - 63

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Class // TYPOGRAPHY 3

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // ARIEL GREY


Category // TYPOGRAPHY & PRINT

Project // ECONOCON

Pages // 60 - 65

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Class // TYPOGRAPHY 3

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // ARIEL GREY


Category // TYPOGRAPHY & PRINT

Project // ECONOCON

Pages // 62 - 67

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Class // TYPOGRAPHY 3

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // ARIEL GREY


Category // TYPOGRAPHY & PRINT

Project // ECONOCON

Pages // 64 - 69

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Class // TYPOGRAPHY 3

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // ARIEL GREY


Category // TYPOGRAPHY & PRINT

Project // ECONOCON

Pages // 66 - 71

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Class // TYPOGRAPHY 3

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // ARIEL GREY


Category // TYPOGRAPHY & PRINT

Project // ECONOCON

Pages // 68 - 73

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Class // TYPOGRAPHY 3

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // ARIEL GREY


Category // TYPOGRAPHY & PRINT

Project // ECONOCON

Pages // 70 - 75

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PROJECT

05

Sloshed Beerfest

DRINK IT IN, LIVE IT UP O BJ E CTI V E Create the branding and promotional materials for an upcoming convention or expo of your choosing. The convention or expo c a n b e a n e x i s t i n g c o n v e n t i o n o r o n e m a d e u p b y y o u . Yo u w i l l b e coordinating a complex set of materials that f unction together as a whole, from concept to mu ltiple executions.

S O LU TI O N I n Nor t her n Ca l i for n ia t here a re ma ny events revolv i ng a rou nd wine. Going against the grain in my own direction, I wanted to ma ke a f u n , q u i rk y festiva l for t hose of lega l d r i n k i ng age to enjoy a nd lea r n a bout d i f ferent t y pes of beer. It made sen se to desig n t he whole system around the iconic red Solo cup, but I wanted to put a slight t w ist on t he icon . So a cha racter was developed a rou nd t he r e d c u p t h e m e a n d b e c a m e C u p p y, t h e e v e n t m a s c o t .

I N ST R U CTO R Nicole Flores

T Y P E FAC E Black Bureau F utura

A DJ E CT I V E S Fun Quirk y Play f ul Energetic St ylish

Class // PRINT 1

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 72 - 77

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Class // PRINT 1

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 74 - 79

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Class // PRINT 1

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 76 - 81

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Class // PRINT 1

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 78 - 83

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Class // PRINT 1

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 80 - 85

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Class // PRINT 1

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 82 - 87

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Class // PRINT 1

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 84 - 89

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Class // PRINT 1

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 86 - 91

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Class // PRINT 1

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // NICOLE FLORES


Category // IDENTITY CREATION & PRINT

Project // SLOSHED BEERFEST

Pages // 88 - 93

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PROJECT

06

Ne w C y c l e R ec y c l er s

REVITALIZE RECYCLING O BJ E CTI V E Green washing, companies and products claiming to be green b u t a r e n ’ t , h a s b e c o m e a m a j o r i s s u e . Wo r k i n g i n t e a m s , c h o s e a topic u nder the sustaina bilit y a nd second life a nd use the Liv ing Pri nciples as a g uide to ma ke it g reen .

S O LU TI O N My tea m chose to ta ke on recycl i ng. It ’s i mperat ive to ou r f ut u re , yet since there is no im mediate reward , many people don’t want t o m a k e a n e f f o r t t o p i t c h i n . We c r e a t e d a s y s t e m c a l l e d N e w C y c l e that uses a reloada ble card that digitally tracks the +CRV from ever y can or bottle you recycle in the system. The +CRV points a r e c o n v e r t e d i n t o m o n e y, w h i c h r e c y c l e r s c a n u s e t o p u r c h a s e new items. The card system is designed around a self sustained space saving machine that has the abilit y to handle recycling bot t les, ca n , a nd glass w it hout t he need for a person to cont rol it . Desig ned to be i ndependent f rom t he power g r id , t he New C ycle R e c y c l i n g U n i t s c a n b e p l a c e d w i t h e a s e t h r o u g h o u t a c i t y. T h e flexible placement of the units is meant to create convenience for the general population and inspire increased par ticipation in recycling programs.

I N ST R U CTO R Tom Sieu

T Y P E FAC E Centur y Gothic

GROUP MEMBERS Paul Chen Brian Delaney Bobo Xu

Class // PRINT 2

Instructor // TOM SIEU


Category // IDENTITY CREATION & PRINT

Project // NEWCYCLE COLLABORATIVE

Pages // 90 - 95

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NEW CYCLE

NewCycle

Class // PRINT 2

NewCycle

Instructor // TOM SIEU


Category // IDENTITY CREATION & PRINT

Project // NEWCYCLE COLLABORATIVE

Pages // 92 - 97

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Class // PRINT 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TOM SIEU


Category // IDENTITY CREATION & PRINT

Pages // 94 - 99

NewCycle

NewCycle Visit www.newcycle.com Call: 800-123-0000

Card holder name

A division of

card no. 7371 8945

Project // NEWCYCLE COLLABORATIVE

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Class // PRINT 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TOM SIEU


Category // IDENTITY CREATION & PRINT

Project // NEWCYCLE COLLABORATIVE

Pages // 96 - 101

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SOLAR PANEL

ALUMINUM

GLASS

PLASTIC SOLAR PANEL

OUTLET

SE AT A RE A PLUG / OUTLET

SOLAR PANEL

SOLAR PANEL

ALUMINUM GLASS

PLASTIC

Class // PRINT 2

Instructor // TOM SIEU


Category // IDENTITY CREATION & PRINT

Pages // 98 - 103

FLEXIBLE SOLAR PANEL

SENSOR FOR NEWCYCLE CARD

SIDE VIEW

OUTLET USB PLUG

Project // NEWCYCLE COLLABORATIVE

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SOLAR POWER

NEWCYCLE CARD INTERFACE

PLASTIC

Class // PRINT 2

GLASS

ALUMINUM

Instructor // TOM SIEU


Category // IDENTITY CREATION & PRINT

Pages // 100 - 105

Recycling Units

Project // NEWCYCLE COLLABORATIVE

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NEWCYCLE RECYCLING UNIT PROTOTYPE

Class // PRINT 2

Instructor // TOM SIEU


Category // IDENTITY CREATION & PRINT

Project // NEWCYCLE COLLABORATIVE

Pages // 102 - 107

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NewCycle

eady to join NewCycle? Please complete all fields. Unless it’s stated as optional, this infro is required for us to know who you are.

Email address

e

name@address.com Password

e

password Confirm password confirm password Card color

Select One

One

I accept the terms & conditions SUBMIT

NewCycle

oes the NewCycle card work? NewCycle is the recycling center of the future. Using next generation technology and the mind-set of making an impact without leaving a giant impact on space and resources.

CRV 10 points

astic bottle

CONVERT 100 points = $1

aluminum can

glass bottle

ine and receive your memebership packet containing Cycle card in the mail or pick up a packet at one of our wCycle bins.

NewCycle

What is newcycle? NewCycle is the recycling center of the future. Using next generation technology and the mind-set of making an impact without leaving a giant impact on space and resources.

s to create repeat users and a loyal base. Our plan is to create a paperless ystem. Each user will be issued a rewards digitally tracks every beverages they sers then gain rewards on their cards to hing from gas to groceries. The more you e greater the rewards. Although electronic isn’t a new concept.

Class // PRINT 2

Instructor // TOM SIEU


Category // IDENTITY CREATION & PRINT

Pages // 104 - 109

NewCycle

http://www.NewCycle.com/

How do NewCycle bins work? NewCycle is the recycling center of the future. Using next generation technology and the mind-set of making an impact without leaving a giant impact on space and resources.

HOME ABOUT

THE CONCEPT

LOCATIONS

THE BIN

ACCOUNT

THE CARD

SLOAR PANELS

VIDEOS LINKS

RECYCLE BIN AREA NEWCYCLE LOGO

FAQ’s SEAT AREA ELECTRIC CHARGER

Project // NEWCYCLE COLLABORATIVE

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PROJECT

07

Jos hu a M . S m it h B i og r ap hy

ARTIST FROM ALL ANGLES O BJ E CTI V E Select an artist who has inspired you and create a book around them. The person can be from any field as long as his work has been published, so you have a c c e s s t o c o n t e n t s i n b o t h t e x t a n d i m a g e r y. I n a d d i t i o n to featuring the ar tist, compile a section to introduce their field of work . Create in fographics a bout his work , such as a timeline, or distribution of work . Include a biog raphy or i nter v iew t h at ex presses t he a r t ist ’s poi nt o f v i e w.

S O LU TI O N Jo s h u a S m i t h , p r o f e s s i o n a l l y k n o w n a s H y d r o 74 , i s a graphic ar tist who has ser ved as an inspiration to myself ever since I entered ar t school. I have been luck y enough to get to k now h im persona lly a nd lea r n a bout design and the industr y from him . His work and skills transcend many genres and it is hard classify him professiona l ly as one t h i ng or a not her. He is a master when it comes to vector ar t but works just as well when it comes to produci ng pieces w it h pen a nd paper. It was impor tant to use ty pefaces that went well with all of his work and prov ide a good , clean editorial aesthetic t o t h e b o o k w h i l e t e l l i n g h i s s t o r y. P u r v e y o r o f Ve c to r s is my tri bute to him .

I N ST R U CTO R L ia n Ng

S E M E ST E R Spring 2012

T Y P E FAC E Vitesse Forza

Class // TYPOGRAPHY 4

Instructor // LIAN NG


Category // TYPOGRAPHY & PRINT

Project // HYDRO74 PROFILE

Pages // 106 - 111

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Class // TYPOGRAPHY 4

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // LIAN NG


Category // TYPOGRAPHY & PRINT

Project // HYDRO74 PROFILE

Pages // 108 - 113

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // TYPOGRAPHY 4

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // LIAN NG


Category // TYPOGRAPHY & PRINT

Project // HYDRO74 PROFILE

Pages // 110 - 115

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // TYPOGRAPHY 4

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // LIAN NG


Category // TYPOGRAPHY & PRINT

Project // HYDRO74 PROFILE

Pages // 112 - 117

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Class // TYPOGRAPHY 4

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // LIAN NG


Category // TYPOGRAPHY & PRINT

Project // HYDRO74 PROFILE

Pages // 114 - 119

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // TYPOGRAPHY 4

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // LIAN NG


Category // TYPOGRAPHY & PRINT

Project // HYDRO74 PROFILE

Pages // 116 - 121

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PROJECT

08

Craftsman Tool Co.

A CLASSIC, RETOOLED O BJ E CTI V E Redesign the corporate identity of a nationally known c o r p o r a t i o n , o r g a n i z a t i o n o r n o n - p r o f i t c h a r i t y. D e v e l o p a unique selling position that will drive the concept and creative execution of t he project . Develop t he new identit y system and create a brand g uideline manual that outlines the usage.

S O LU TI O N As someone who constantly works w ith h is hands, I k now that Cra f tsma n is one of A mer ica’s oldest a nd most successf u l tool brands. They have been around for over 80 years and are a p a r t o f t h i s n a t i o n ’ s h i s t o r y. T h e y b u i l t a l o t o f e q u i t y i n t o t he Cra f tsma n R ed color but t he major it y of t hei r competitors use red as well. Craftsman needed to be revamped and given a fresh face for a new generation while still adhering to its roots. Beyond a geometrical ty peface, nothing in their current i d e n t i t y s y s t e m e a s i l y i d e n t i f i e d t h e m a s a t o o l c o m p a n y. I addressed these issues by incorporating two additional colors into the primar y palette, creating a powerf ul sy m bol with meaning behind it, and incor porating A mericana into t h e i d e n t i t y s y s t e m t o c r e a t e c r e d i b i l i t y. F i n a l l y, A m e r i c a ’ s To o l C o m p a ny. B u i l t To L a s t , G u a r a n t e e d . w a s c r e a t e d a s t h e n e w b r a n d U S P.

I N ST R U CTO R Todd Hedg peth T Y P E FAC E Agency Bold F utura A DJ E CT I V E S Trusted Durable American Qualit y Heritage

Class // IDENTITY 2

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 118 - 123

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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 120 - 125

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 122 - 127

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 124 - 129

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 126 - 131

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 128 - 133

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 130 - 135

T i m e F r a m e / / 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 WEEKS


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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 132 - 137

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IDENTITY COLOR SPECIFICATIONS R 181 C 0

M 100

R 36 C 98

C 20

G 18 Y 96

G 31

B

27

B

81

M 98

Y 81

K 34

R 162

G 182

B 155

Y 30

K 25

M 0

Class // IDENTITY 2

Pantone 1807

CRAFTSMAN RED

Pantone 072

CRAFTSMAN BLUE

Pantone 8321

CRAFTSMAN COPPER

K 26

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 134 - 139

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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 136 - 141

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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 138 - 143

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Class // IDENTITY 2

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // TODD HEDGPETH


Category // IDENTITY

Project // CRAFTSMAN REBRAND

Pages // 140 - 145

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CRAFTSMAN

http://www.craftsman.com/ CRAFTSMAN CLUB

NEWS

SIGN IN

ABOUT

HAND TOOLS

CRAFTSMAN ADVANTAGE

CRAFTSMAN EXPERIENCE

POWER TOOLS

LAWN & GARDEN

WARRANTY INFORMATION

SHOP

STORAGE & GARAGE

WELCOME TO

Class // IDENTITY 2

Instructor // TODD HEDGPETH


Category // IDENTITY

Pages // 142 - 147

CRAFTSMAN

http://www.craftsman.com/ CRAFTSMAN CLUB

NEWS

SIGN IN

ABOUT

CRAFTSMAN ADVANTAGE

HAND TOOLS

CRAFTSMAN EXPERIENCE

POWER TOOLS

LAWN & GARDEN

WARRANTY INFORMATION

SHOP

STORAGE & GARAGE

WELCOME TO

CRAFTSMAN

http://www.craftsman.com/ CRAFTSMAN CLUB

NEWS

SIGN IN

ABOUT

HAND TOOLS

CRAFTSMAN ADVANTAGE

POWER TOOLS

CRAFTSMAN EXPERIENCE

LAWN & GARDEN

WARRANTY INFORMATION

SHOP

STORAGE & GARAGE

18 MM. SOCKET 1/2 IN. DRIVE

LIFE-

WARRANTY

13 MM. SOCKET 1/2 IN. DRIVE

Project // CRAFTSMAN REBRAND

LIFE-

WARRANTY

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PROJECT

09

Va r i o u s L o g o s

CRAFTING A BRAND O BJ E CTI V E Create and redesign multiple identities for a series of fictitious a nd existing compa n ies. Rev ita lize a bra nd’s identit y i n order to give a breathe of fresh ai r to a dy i ng bra nd or create ma rks for fictitious bra nds to accompa ny packaging and an ar ray of other collatera l . A lways be sure the marks are iconic and recognizable.

S O LU TI O N Creating a logo that will be used as a brand’s way of identi f y i ng t hemselves to t he masses is a n i mpor ta nt job. It is one I take ver y seriously and take a great deal of pride in doing. Aside from packaging, identity work is the most enjoya ble pa r t of desig n for me. I sta r t w it h resea rch i ng t he compa ny a nd by draw ing from their h istor y a nd bra nd eq uit y come up with a mark that represents their core values and b r a n d t o t h e b e s t o f m y a b i l i t y. I w o r k i n a v e r y t r a d i t i o n a l process: it a lways star ts w ith a sketch . I put pen to paper and rough out a l l the ideas before ex plor i ng di f ferent di rections. Once something hits, I refine it before finally bringing it to l i fe on t he computer.

I N ST R U CTO R Va r i o u s

Class // IDENTITY

Instructor // VARIOUS


Category // IDENTITY

Pages // 144 - 149


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Class // IDENTITY

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // VARIOUS


Category // IDENTITY

Pages // 146 - 151


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Class // IDENTITY

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // VARIOUS


Category // IDENTITY

Pages // 148 - 153


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M AKANI R E S O R T S

Class // IDENTITY

Instructor // VARIOUS


Category // IDENTITY

Pages // 150 - 155

M AKANI R E S O R T S


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Class // SENIOR PORTFOLIO

Vol. 1 // SELECTED WORKS OF BRIAN DELANEY

Instructor // MARY SCOTT


Category // PORTFOLIO

Pages // 152 - 157

To a ll the helped ma ke this happen

THANK YOU ALL F R IE N D S A N D FA M ILY First and foremost, the Delaney clan. I am the man I am today because of you . Kent, Bon nie, Patrick , and Bender ; none of this would have been possi ble w ithout you . Tom and Barbara Leweck , you are the best grandparents I could have asked for and your encouragement has meant t he world to me. A my K l i ngler, t ha n k you for put ti ng up w i t h t h r e e y e a r s o f m e d e s i g n i n g a r o u n d t h e c l o c k . Yo u deser ve a medal rather than a shoutout. Theresa Han na , you helped take my skills from pen and paper to the digita l rea lm and were a lways there to ma ke sure I kept at it. A nd finally to all the people that kept me kept me sa ne over t he pa st few yea r s: Bla ke & Jess , M a x , Ch ad , Ma r, Lu is, a nd t hose om it ted .

T E AC H E R S M a r y S c o t t , M i c h a e l O s b o r n e , T o m M c N u l t y, A n d r e w Ca m bou r i s , Jef f Tow ner, Dav id H a ke , M ich ael K i l bor ne , Cha m i nd r i Wijema n ne, Tom Sieu , a nd Todd Hedg pet h .

C L AS S M AT E S S a r a h G u i n t a , R o b e r t G u y, S a m m M c A l e a r , G i n a C h a n g , Joe Bates , Josh Sa nders , Pora R it h , Sh aw n Daut , Meg W i l l i a m s , R o n n i e G a r c i a , K e v i n G r a y, A a r o n B o g a n , Nisha Stewar t, and Vick y A loni.

A D D ITI O NA L T H A N KS R a m i G e l l e r, Va d i m Z ay c h i k , A nt o n i o M a l c o l m , Josh Smothers, Norbert Merenda, the guys at SIGNOGR A PH ICS, R icardo Bermudez, Randy Greer, C o p y m a t , J o s h u a M . S m i t h , a n d A i l e e n Av e r i o n .


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The Nuts A nd Bolts of The Book

COLOPHON S c h o o l : A c a d e m y o f A r t U n i v e r s i t y, School of Graphic Design Course: Portfolio Seminar Instructor: Mary Scott Student: Brian Delaney Telephone: 818.371.8945 Emai l: Bria n@bria ndela neydesig ns.com We b s i t e : B r i a n D e l a n e y D e s i g n s . c o m Photographer: Sarah Guinta & Brian Delaney Copy w riter: A my K li ngler Title of Book: Lef t Hand Craf ted Book Binder: Blurb Printer: Blurb C o v e r S t o c k : B l u r b I m a g eW r a p Te x t S tock : NewPage P rem iu m M at te 14 8 GS M Fonts: T ungsten , Vitesse Sof tware: Adobe Creative Suite 5.5 Š 201 2 A l l r ights reser ved . No pa r t of t h i s pu blication can be reproduced without e x p r e s s p e r m i s s i o n f r o m B r i a n D e l a n e y.

Class // SENIOR PORTFOLIO

Instructor // MARY SCOTT


w w w. B r i a n D e l a n e y D e s i g n s . c o m


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