Page 1


wonder ?

b

y

e

yes


3

no

in case of loss, please return to

reward

$$$ Good Feelings Other:

g

o

o

d


wonder?

g

o

o

d

b

yes

y

e


no

g

o

o

d


wonder ?

yes

.005

b

y

e

.006

.007

.008

.009

.010

.011


7

no

.001

.002

.003

.004

case guide case number

title

page range

description

.0 01

SAINT FR ANCIS RIVER

12 – 27

A Paper Compa ny is Bor n

.002

l a g u nitas

2 8 – 37

A St ra nge Beer Redesig n

.003

h y p n o sis

3 8 – 51

Met hods of S el f Hy pnosis

.004

b i g e l o w tea

52 – 6 3

A Di f ferent Point of View on Tea

.005

toothbrush

6 4 –77

Miswa ks a nd Plastic Debate

.006

p o l ar o i d

78 – 8 9

Picture Per fect Home Decor

.007

S a lt

9 0 –10 3

A Classic S a iling Convention

.008

hozjo

10 4 –117

T he Navajo S el l Paper

.009

pa b st

118 –131

A n Old Beer Cheer s Up

. 010

arr o w

132 –161

One Store, Ma ny Stor ies

. 0 11

logos

162 –167

A Col lection of Measurements

g

o

o

d


k r i s t e n

h a f f

portfolio

wonder ?

b

y

e

yes


9

no

concept notes

c u ri o si t y t r a n s f o rm s t h e w o rl d f r o m o rd in a ry t o e x t r a o rd in a ry. a lway s b e a s t o ni s h e d at w h at e a c h d ay h o l d s . e v e n in t h e m u n d a n e , t h e re a re d e l i c a c ie s a n d s ec re t s w e m u s t c o n tinue to lo o k fo r. f ro m dis c a rd ed ticke t s a nd reciep t s, to t he d elicio us h a nd l e t t erin g o n o l d s t o re f r o n t s , t hin g s w e mi g h t ne v e r gi v e a s ec o n d g l a n c e h o l d a ri c h s t o ry w e s o o f t en mis s . a lway s b e c u ri o u s , nu r t u re t h at s e n s e o f aw e w e c a me w i t h a s c hil d re n . w i t h t h e s e e y e s t h e w o r l d h o l d s o n ly m y s t e r y a n d

s t r a n g e b e a u t y. s t ri v e t o m a r v e l . g a z e

o p enm o u t he d. l o o k f o r j e w e l s in d u s t a n d f o o t p rin t s . t his way o u r d re a m s a re re a l iz e d. quote

icon

“Wonder, rather than doubt, is the root of all knowledge” –Abraham Heschel

g

o

o

d


wonder ?

saint francis river

///

yes

date

class

Fa l l 2 0 0 8

Graphic Desig n 2

< >

c a s e .001 case title

class number

S a int Fra ncis R iver Paper Co.

GR 327

objective

A fi c titio us pa per c o mpa n y n a med S ain t F r a n cis Riv er wa s d r aw n f ro m a h at. T he a s signmen t g i v e n wa s t o c re at e a c o m p l e t e i d e n t i t y f o r t h e c o m pa n y, a l o n g w i t h c r e at i n g a s e t o f t h r e e s wat c h c a r d c o v e r s . A f t e r t h e i d e n t i t y wa s c o m p l e t e , t h e a s s i g m e n t t r a n s l at e d in t o d e s i g n in g a pa r t y f o r t h e c o m pa n y, in c l u d i n g p o s t e r s , i n v i tat i o n s , a n d g i v e away s . A ri c h s t o ry h a d t o b e c re at e d a b o u t t h e c o m pa n y in o rd e r t o b eg in c o n c e p t in g . B e f o re any design was allowed, a historic paper had to be writ ten about the c ompany â&#x20AC;&#x2122;s b a c kg r o u n d a n d o w n e r s . F r o m t h i s s t o r y m a n y i d e a s a n d m y s t e r y s e v o lv e d . T h e g r o u p wa s en c o u r a g e d t o d i g d ee p in t o f o un d t y p o g r a p h y at f l e a m a rk e t s a n d o l d b o o k s h o p s . F ro m t hese find s a be au t if ul n a rr at i v e d e v elo p e d, a nd S a in t F r a n cis Ri v e r Pa p e r eme rg e d.

instructor

typefaces

Ma x Spector

Misc. Wood block Ty pe, Bodoni, G ot ha m, Rosewood

remarks

portfolio

deliverables

Identit y, Business System, Swatchbook Cover s, Adver tisement , I nvitation, P romotiona l Item, Giveaway

genre

Identit y Print

k r i s t e n

h a f f

Packaging

b

y

e


13

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

saint francis river

///

wonder ?

b

y

e

yes


k r i s t e n

h a f f

portfolio

< >

saint francis river

///

wonder ?

b

y

e

yes


19

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

saint francis river

///

wonder ?

b

y

e

yes


21

no

g

o

o

d


23

no

g

o

o

d


k r i s t e n

h a f f

portfolio

wonder ?

b

y

e

yes


25

no

g

o

o

d


wonder ?

jones street

yes

b

y

e


27

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

l a g u n i ta s

///

wonder ?

b

y

e

yes


29

no

c a s e .002 date

class

Spring 20 09

Packaging 3

case title

class number

Lagunitas Beer Redesign

GR 370

objective

t o c r e at e s o m e t h i n g b e a u t i f u l t h at a l r e a d y e x i s t s i n a n o t h e r f o r m . a b e e r c o m p a n y w a s c h o s e n f o r a r e d e s i g n . a l l a s p e c t s o f t h e pa c k a g i n g w e r e t o b e c o n s i d e r e d , f r o m t h e b o t t l e t o t h e c a r ri e r . a s t r o n g c o n c e p t h a d t o b e d e v e l o p e d i n o r d e r t o c r e at e a ri c h s t o r y a b o u t t h e b e e r . t ri p s t o t h e b re w e r y a n d in t e r v ie w s w i t h t h e o w n e r h e l p e d influence the design direction. af ter many odd moments with the owners d o g, and k e y re f e re n c e s t o t h e l i t t l e r a s c a l s a n d t h e s u r r e a l i s t m o v e m e n t, a n i d e a d e v e l o p e d. the customers were alre ady being asked to look be yond the beer, and se arch for d e e p e r m e a nin g , t h r o u g h c r y p t i c s t o rie s o n t h e c u rre n t pa c k a g in g . b y c re at in g a v i s u a l c o n u n d ru m o n t h e b o t t l e s a n d c a r rie r t h i s c o n c e p t wa s p u s h e d t o a n e w l e v e l . deliverables

4 Beer Bott les, A lter nate Beer Bott le, Ca n, Beer Ca r r ying Case instructor

typefaces

Tom McNu lty

Trade G ot hic, OCR , Dots, Bodoni Poster

remarks

genre

Identit y Print Packaging

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

l a g u n i ta s

///

wonder ?

b

y

e

yes


33

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

l a g u n i ta s

///

wonder ?

b

y

e

yes


35

no

g

o

o

d


wonder ?

k r i s t e n

h a f f

portfolio

< >

project title ///

yes

INDIAN PALE ALE f o u r 16 f l . o z . b o t t l e s

b

y

e


37

no

g

o

o

d


wonder ?

yes

Ty pog raphy 3

hypnosis

class

Spr ing 2 0 0 9

< >

date

///

c a s e .003 case title

class number

A Study of S el f Hy pnosis

GR 3 3 0

objective

t o c r e a t e a p r o m o t i o n a l k i t f o r a s p e c i f i c t y p e f o u n d r y, i n t h i s i n s t a n c e f o u n t a i n t y p e . t h e p r o m o t i o n a l k i t c o n s i s t e d o f a b o o k o f 2 pa r t s , a l a r e p o s t e r , a n d a c d w i t h p a c k a g i n g . a l l e l e m e n t s w e r e t o m e a n t t o e x p l o r e t h e c h o s e n t y p e fa c e t h r o u g h a c o n c e p t d ri v e n d e s i g n . t h e b o o k s h o w c a s e d t h e t y p e fa c e s s t y l e s a n d c h a r a c t e ri s t i c s , w hil e e x p l a inin g t he c o n c e p t. t he sec o n d h a l f wa s a t y p e s p ecime n s ec t i o n, s h o w in g a l l w e i g h t s a n d fa m i l i e s o f t h e t y p e fa c e . e x p e ri m e n ta l t y p e w a s e n c o u r a g e d t o r e i n f o r c e t h e m o o d. a l a r g e p o s t e r wa s t h e n d e s i g n e d f o l l o w i n g t h e b o o k , a n d a c d i n t e n d e d t o a c c o m pa n y t h e b o o k a l s o n e e d e d t o b e d e s i g n e d a l o n g w i t h t h e a p p r o p ri at e pa c k a g in g . e v e r y a s p e c t o f t h i s p r o j e c t w a s c a r e f u l ly c o n s i d e r e d t o c r e at e a s p e c i f i c f e e l i n g .

instructor

typefaces

A r iel Grey

Monolit h, Vendetta

remarks

portfolio

deliverables

Paper P romotion Book, Ty peface Specimen Book, CD Cover a nd Packa g ing, P romotiona l Poster

genre

Identit y Print

k r i s t e n

h a f f

Packaging

b

y

e


39

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

hypnosis

///

wonder ?

b

y

e

yes


43

no

g

o

o

d


45

no

g

o

o

d


wonder ?

b

y

e

yes


47

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

hypnosis

///

wonder ?

b

y

e

yes


51

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

bigelow

///

wonder ?

b

y

e

yes


53

no

c a s e .004 date

class

Spring 20 09

Packaging 2

case title

class number

Bigelow Tea Redesign - 2 Parts

GR 32 2

objective

to c re at e t w o dif f eren t d esigns fo r o ne p ro d u c t. bigelo w t e a wa s ch o sen to be repa ck aged f o r t w o d if f e re n t ta r g e t au d ie n c e s : a n u p s c a l e g o u rm e t s t o re , a n d a l o w e r e n d re ta il sto re. T he up s c a l e d esig n p ushed fo r in t erestin g st ru c t ure a nd m o d ern d esig n, w hil e t he l o w e n d v e r s i o n h a d t o b e c o n s i d e re d f o r m a s s q ua n t i t y p r o d u c t i o n w hil e s t il l h av in g v isua l a p p e a l . t he pa c k a gin g ne e d e d t o a p p r o p ri at e ly re f l ec t w h at wa s b ein g s o l d. B o t h c on cep t s ha d to c ompliment one another, while bein g able to stand on their own a s a unique p ro d u c t. c o m p l e t e b a c kg ro un d his t o ry o f t he c o m pa n y, ta r g e t aud ien c e , a n d c o m p e t i t o rs h a d t o b e re s e a r c h e d a l o n g w i t h m a n y s t o re au d i t s . a f t e r m a n y ni g h t s o f s t e e p in g a n d c o un t l es s cup s o f t e a , bigelo w h a d a f resh ne w fa ce t h at rem ained t rue to it â&#x20AC;&#x2122; s philo s o ph y. deliverables

4 Beer Bott les, A lter nate Beer Bott le, Ca n, Beer Ca r r ying Case instructor

typefaces

Pau l K a g iwada

G ot ha m, A rcher, G ot ha m Condensed, AT S acker s

remarks

genre

Identit y Print Packaging

g

o

o

d


yes

< >

bigelow

///

wonder ?

b

y

e


57

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

bigelow

///

wonder ?

b

y

e

yes


59

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

bigelow

///

wonder ?

b

y

e

yes


61

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

bigelow

///

wonder ?

b

y

e

yes


63

no

g

o

o

d


wonder ?

toothbrush ///

yes

date

class

Fa l l 2 0 0 9

P r int 2

< >

c a s e .005 case title

class number

R 3 Toot h br ush Redesig n

GR 4 25

objective

w h at h a p p en s t o s o me t hin g w hen w e t h r o w i t away ? s o me t hin g a s sm a l l a s a t o o t h rb rush c a n h av e a e n o r m o u s i m pa c t o n o u r e n v i r o n m e n t. m a n y s m a l l , s e e m i n g ly u n i m p o r ta n t o b jec t s, c oul d benefit f ro m a m a j o r redesign. wh y h a snâ&#x20AC;&#x2122; t t he to ot hbrush ch a n ged, kn owin g w h at w e kn o w to day a b o u t p l a sti c ? r3 is a c o mpa n y fo c used o n g e t tin g p eo p l e t o a sk t hese questio ns a b ou t w h at t he y bu y a nd w h y. t his cl a s s fo rced us to re- e x a mine p ro du c t s in our d a ily l i v es , a n d t o re d esi g n t hem in a m a nne r m o re a p p r o p ri at e f o r o u r d ay a n d a g e . ne w designs fo r prin t ers, bikes, ligh t bulb s, a nd sh a mp o o a ll were c a refully c onsidered. we a re resp onsible fo r t he wo rl d a round us, we hav e been taugh t to t hink c a refully. a s designers, o u r w o rk c a n e x t e n d t o o u r l if e a r o u n d u s , w h y n o t w o rk t o c h a n g e i t f o r t h e b e t t e r ?

portfolio

deliverables

R 3 Book, 2 Poster s Showcasing Redesig n instructor

typefaces

Tom Sieu

G ot ha m Rounded

remarks

genre

Identit y Print

k r i s t e n

h a f f

Packaging

b

y

e


65

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

toothbrush ///

wonder ?

b

y

e

yes


69

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

toothbrush ///

wonder ?

b

y

e

yes


71

no

g

o

o

d


< >

project title ///

wonder ?

b

y

e

yes


73

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

toothbrush ///

wonder ?

b

y

e

yes


75

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

project title ///

wonder ?

b

y

e

yes


77

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

polaroid

///

wonder ?

b

y

e

yes


79

no

c a s e .006 date

class

Fall 20 09

Packaging 3

case title

class number

Polaroid Home Appliance Line

GR 370

objective

b r a n d s o f t e n e x t e n d b e y o n d t h e i r m a i n f o c u s . t o k n o w a b r a n d i s t o u n d e r s ta n d t h e at t ribu t es a nd f eelin g s behind t hem. t his p ro jec t â&#x20AC;&#x2122; s g o a l wa s t o ta ke a c o mpa n y c urren t ly kn o w n fo r o ne s p ecifi c p ro d u c t, a nd re direc t i t t o wa rd s h o me a p p lia n c es . if f e rr a ri m a d e bl end e rs , h o w w o ul d t he y lo o k? in t his c a se, if p o l a ro id m a d e a f ren c h p res s , w h at w o ul d it lo ok like, a nd w h at kind o f pack agin g woul d it g o in ? n ot o nly did pack age st ru c t ure h av e t o b e c o n sid e re d, t he p r o d u c t s t he m s e lv e s h a d t o b e c a re f ul ly s e l ec t e d t o m a k e su re t o m a in ta in b r a nd eq ui t y. e v e ry el emen t o f t his p ro jec t h a d t o reinfo r c e a s p ecifi c b r a nd, in a ne w lig h t. p o l a roid h a s a v ery st ro n g lo o k a nd f eel , a nd a v ery sp ecifi c ta rg e t audien c e. a l l a s p e c t s w e re c a re f u l ly c o n s id e re d a s t h e p o l a r o id h o m e a p p l i a n c e l in e d e v e l o p e d. deliverables

Packa g ing for 5 Di f ferent Applia nces instructor

typefaces

Tom McNu lty

I T C Luba lin Graph, Trade G ot hic,

remarks

genre

Identit y Print Packaging

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

polaroid

///

wonder ?

b

y

e

yes


83

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

polaroid

///

wonder ?

b

y

e

yes


85

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

polaroid

///

wonder ?

b

y

e

yes


87

no

g

o

o

d


wonder ?

b

y

e

yes


89

no

g

o

o

d


wonder ?

yes

Graphic Desig n 3

s a lt

class

Fa l l 2 0 0 8

< >

date

///

c a s e .007 case title

class number

S a ltâ&#x20AC;&#x201C;A Cla ssic S a iling Ship Convention

GR 3 6 0

objective

a f i c t i t i o u s s a il in g c o n v e n t i o n c o n s i s t in g o f a l l w o o d e n c l a s s i c s a i l i n g s h i p s wa s s e t i n s a n f r a n c i s c o at t h e h y d e s t r e e t p i e r . t h e c o n v e n t i o n w a s n a m e d s a lt a s m o s t o f t h e s h i p s f e at u r e d s a i l e d o n s a lt wat e r b e c a u s e o f t h e i r m a s s i v e s i z e . m a p s h a d t o b e m a d e , en v ir o nmen t sh o t s ren d e re d, a n d a c o m p l i c at e d sy s t e m o f d e si g n c re at e d. a w h o l e c onvention had to be pl anned before any actual design c ould take pl ace, a de tailed s chedule ou t lined, a nd e v en t s b o oked. n ot o nly wa s t he e v en t o rn at e, t he c o n cep t a nd d esign behind i t h a d t o b e a s w el l . t he c o n c e p t h a d t o b e a p p l ie d t o a l l c o l l at e r a l a n d p ul l e d t h r o u g h t o a l l o f t he m a n y el emen t s . w hen at l a s t i t see me d a l l re s o u r c e s w e re e x h au s t e d, s a lt finally a rriv ed at t he sh o re. t he o ce an c an t e ach you t hin g s you c anâ&#x20AC;&#x2122; t le a rn an y where else.

instructor

typefaces

Nicole F lores

G ot ha m, Ha nd L etter ing, Va r ious Wood block Ty pe

remarks

portfolio

deliverables

L ogo, Ticket , Brochure, Na meta g, I nvite, 4 Poster s, Giveaway, 3 Website Pa ges, Environment Shots

genre

Identit y Print

k r i s t e n

h a f f

Packaging

b

y

e


91

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

s a lt

///

wonder ?

b

y

e

yes


95

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

s a lt

///

wonder ?

b

y

e

yes


97

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

s a lt

///

wonder ?

b

y

e

yes


99

no

g

o

o

d


k r i s t e n

back

b

y

e

h a f f

portfolio

< >

s a lt

///

wonder ? yes

front

front

back


101

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

s a lt

///

wonder ?

b

y

e

yes


103

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

hozjo

///

wonder ?

b

y

e

yes


105

no

c a s e .008 date

class

Spring 2010

Typography 4

case title

class number

Hozjo â&#x20AC;&#x201C;A Mohawk Paper Promotion

GR 4 3 4

objective

pa p er c o mpa nies a d v er tise t o busines ses by sendin g o u t s a mp l es o f t heir w o rk . o ne way t o d o t his is to c re at e a b o o k sh o w c a sin g t he dif f eren t st y l es o f pa per a nd t est s o f h o w t he y ac cep t dif feren t prin tin g me t h o d s. t his wa s t he pro jec t a s signed, to cre at e c o n cep t d riv en pa p er p ro m o tio n a l fo r m o h aw k pa p ers . in c lud ed in t he d esig n wa s a se t o f 24 swat c h c a rd s showc a sin g the dif ferent weigh t s and c olo rs o f the pa per. alon g with the swatch c a rd s and holder, a website was also designed. the paper chosen was nava jo by mohawk, and the c oncep t bec a me a n e x plo r atio n o f t he n ava j o india ns a nd t heir n ativ e cult ure. by st udy in g t he ri ch his t o ry o f t he n ava j o, a v isua l n a rr at i v e d e v elo p e d a n d wa s a bl e t o d ri v e t he c re at i o n o f a b o o k . t he use o f e x p e rimen ta l t y p e wa s en c o ur a g e d t o a p p ro p ri at ely m at c h t he p ro jec t. deliverables

Paper P romotiona l Book, 2 4 Swatch Ca rds, Swatch Ca rd Holder, 3 Website Pa ges instructor

typefaces

A r iel Grey

Vendetta , Ocu la r

remarks

genre

Identit y Print Packaging

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

hozjo

///

wonder ?

b

y

e

yes


109

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

hozjo

///

wonder ?

b

y

e

yes


111

no

g

o

o

d


wonder ?

b

y

e

yes


113

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

hozjo

///

wonder ?

b

y

e

yes


115

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

hozjo

///

wonder ?

b

y

e

yes


117

no

g

o

o

d


wonder ?

yes

Identity 2

pa b s t

class

Fa l l 2 0 0 9

< >

date

///

c a s e .009 case title

class number

Pa bst Beer Redesig n

GR 3 6 5

objective

t o re b r a n d a c o m pa n y in ne e d o f a f re sh fa c e . w e w e re e n c o u r a g e d t o c h o o s e a c o m pa n y t h at w e w e re in t e re s t e d in a n d h a d t h e p o t e n t i a l f o r a u p g r a d e . pa b s t b lu e rib b o n h a s a c u lt f o l l o w i n g , a n d t h e i r l a b e l h a s n e v e r b e e n t o u c h e d. pa b s t h a s a u n i q u e h i s t o r y a n d a n in t e re s t in g fa n b a s e , m a kin g i t a n e x c i t in g c o m pa n y t o re b r a n d. d r aw in g o n t h e fa i t h f ul nes s o f i t â&#x20AC;&#x2122; s f o l lo w e rs , a uni q ue c o n c e p t t o d e v elo p, re v o lv in g a r o un d re d nec ks , h i p s t e r s , a n d t h o s e w h o h o l d c h e a p b e e r d e a r t o t h e i r h e a r t s . i n o r d e r t o m a i n ta i n c o n s i s t e n c y w i t h t h e b r a n d, a m a n u a l h a d t o b e c r e at e d o u t l i n i n g a l l o f t h e u s e s a n d sp ecifi c s, su ch a s c o lo r, t y p efa ces, e t c. a lo n g wit h t he m a nua l , w eb sit e, a nd a p p li c atio ns, e v en t he beer c a n wa s red esigned. t he result wa s a br a nd ne w lo ok fo r a 10 0 y e a r o l d beer.

instructor

typefaces

Todd Hedg pet h

G ot ha m, Ha nd Ca ncel led, K nockout , Monoline

remarks

portfolio

deliverables

L ogo, Sta nda rds Ma nua l, Applications, 3 Fina l Applications, 3 Website Pa ges

genre

Identit y Print

k r i s t e n

h a f f

Packaging

b

y

e


119

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

pa b s t

///

wonder ?

b

y

e

yes


123

no

g

o

o

d


wonder ?

b

y

e

yes


125

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

pa b s t

///

wonder ?

b

y

e

yes


127

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

pa b s t

///

wonder ?

b

y

e

yes


129

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

arrow

///

wonder ?

b

y

e

yes


131

no

c a s e .010 date

class

Spring 2010

Packaging 4

case title

class number

Arrow

GR 4 3 4

objective

t o d e s i g n a s t o r e b e i n g o p e n e d b y ta r g e t t o c o m p e t e w i t h w i l l i a m s s o n o m a a n d c r at e a n d b a r re l . n o t o n ly d o e s t h e s t o re n e e d t o h av e a p e r s o n a l i d e n t i t y, i t a l s o n e e d s t o b e a b l e t o c r e at e u n i q u e s u b b r a n d s a n d d i v i s i o n s . w e w e r e i n t r o d u c e d t o t h e i d e a o f a h o u s e o f b r a n d s a n d a b r a n d e d h o u s e , a n d t h e way t h e s e at t r a c t e d d i f f e re n t ta r g e t a u d i e n c e s . n o t o n ly w o u l d t h e p a c k a g i n g b e l o v e ly, t h e p r o d u c t s t h e m s e lv e s h a d t o r e f l e c t a c e r ta i n p e r s o n a l i t y. a r r o w w a s d i v i d e d i n t o p a r t s , a r r o w p r o d u c t s , a n d 4 o t h e r s u b b r a n d s : F e at h e r , a r m o u r , n a c k s , a n d s ta r t u p. e a c h s u b b r a n d a p p e a l e d t o d i f f e r e n t n i c h e m a r k e t s , m a k i n g t h e s t o r e m o r e d i v e r s i f i e d. t h i s w a s a g r o u p p r o j e c t c o n sis t in g o f a t e a m o f 4 : n o a h l o v e , c o u r t ne y b oy l e , s a l b a l l e s t e r o s , a n d k ris t e n h a f f. deliverables

Approx imately 75 -10 0 SKU â&#x20AC;&#x2122;s, enough to demonst rate a working store a nd itâ&#x20AC;&#x2122;s sepa rate bra nds. instructor

typefaces

Michael Osbor ne

Blender, G ot ha m, A r no, Tungsten, AT S acker s

remarks

genre

Identit y Print Packaging

g

o

o

d


wonder ?

yes

main Brand logo

descriptor

Arrow is the store containing both house of brands and branded house. instructor

class

Michael Osborne

Packaging 4

division

Branded House: Arrow Decor, Arrow Clean, Arrow Spices, Arrow Cakes House of Brands : Feather, StartUp, Nacks, Armour

house of brands

logo

Fe ather remarks

An extravagant linen and bath section of Arrow. Designed for the elite, this brand exudes luxur y and comfort.

logo

a rm o ur s ta nda rd remarks

Armour Standard showcases the finest in knives and cookware. Packaged in suede

logo

nacks remarks

Nacks is about making your home special. Designed to hold collections created by the

portfolio

and real wood, this line rises above.

h a f f

customer, they showcase ecclectic tastes.

logo

remarks

For the new homeowner, StartUp offers kits designed to get your new place up and running. Vaccum sealed, they never go stale.

b

y

e

k r i s t e n

s ta rtup


135

no

branded house

logo

arrow clean remarks

Not only do they look clean, their design is so fresh. Average priced cleaning products available to the detail oriented consumer.

logo

arrow spices remarks

Per fect measurements of spices make cooking easy, Arrow thinks outside of the box. Spice up your life.

logo

arrow cakes remarks

Beautiful design and beautiful food go hand in hand. Arrowâ&#x20AC;&#x2122;s cakes are so lovely, you may never open the box.

logo

arrow home decor remarks

Arrow Home Decor is straighfor ward and simple. Well designed, and useful. Medium priced for the smart shopper.

g

o

o

d


wonder ?

yes

logo

Fe ather remarks

An extravagant linen and bath section of Arrow. Designed for the elite, this brand

k r i s t e n

h a f f

portfolio

< >

arrow

///

exudes luxur y and comfort.

b

y

e


137

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

arrow ///

wonder ?

b

y

e

yes


k r i s t e n

h a f f

portfolio

< >

arrow

///

wonder ?

b

y

e

yes


141

no

logo

arrow spices remarks

Per fect measurements of spices make cooking easy, Arrow thinks outside of the box. Spice up your life.

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

arrow

///

wonder ?

b

y

e

yes


143

no

g

o

o

d


wonder ?

yes

logo

arrow home decor remarks

Arrow Home Decor is straighfor ward and simple. Well designed, and useful.

k r i s t e n

h a f f

portfolio

< >

arrow ///

Medium priced for the smart shopper.

b

y

e


145

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

arrow

///

wonder ?

b

y

e

yes


147

no

logo

s ta rtup remarks

For the new homeowner, StartUp offers kits designed to get your new place up and running. Vaccum sealed, they never go stale.

g

o

o

d


wonder ?

yes

logo

a rm o ur s ta nda rd remarks

Armour Standard showcases the finest in knives and cookware. Packaged in suede

k r i s t e n

h a f f

portfolio

< >

arrow

///

and real wood, this line rises above.

b

y

e


149

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

arrow

///

wonder ?

b

y

e

yes


151

no

g

o

o

d


wonder ?

b

y

e

yes


153

no

logo

arrow cakes remarks

Beautiful design and beautiful food go hand in hand. Arrowâ&#x20AC;&#x2122;s cakes are so lovely, you may never open the box.

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

project title ///

wonder ?

b

y

e

yes


155

no

g

o

o

d


wonder ?

yes

logo

arrow clean remarks

Not only do they look clean, their design is so fresh. Average priced cleaning products

k r i s t e n

h a f f

portfolio

< >

project title ///

available to the detail oriented consumer.

b

y

e


157

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

project title ///

wonder ?

b

y

e

yes


159

no

logo

nacks remarks

Nacks is about making your home special. Designed to hold collections created by the customer, they showcase ecclectic tastes.

g

o

o

d


wonder ?

yes

class

I n P rog ress

N /A

< >

date

logos

///

c a s e .011 case title

category

L ogos a nd Miscel la ny

Identity

objective

a c o l l ec tio n o f lo g o s d esigned durin g m y st udies at t he ac a d em y o f a rt. p resen t ed in c o lo r a n d b l a c k a n d w hi t e , t h e s e l o g o s a re d e si g n e d t o b e t h e s t r o n g e s t, sim p l e s t s tat e m e n t a b o u t a c o m p a n y. t h o u g h t h e y s e e m s i m p l e , e a c h d e s i g n i s l a b o r e d o v e r a n d d e e p ly re s e a r c h e d. a n y l o g o i s a v i ta l e l e m e n t o f a n i d e n t i t y, a n d m u s t e f f e c t i v e ly re p re s e n t w h at t he c o m pa n y v ie w s i t â&#x20AC;&#x2122; s c o re va lues t o be . t h o u g h sm a l l , t he y in t ro d u c e t he c o m pa n y t o t he p ub l i c , a n d w hen mee t in g t he p ub l i c , o ne mu s t l o o k s h a rp. deliverables

instructor

typefaces

N /A

N /A

remarks

genre

Identit y Print

portfolio

N /A

k r i s t e n

h a f f

Packaging

b

y

e


161

no

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

logos

///

wonder ?

b

y

e

yes

a.

d. b.

c.


163

no

a. d.

b. c.

g

o

o

d


k r i s t e n

h a f f

portfolio

< >

logos

///

wonder ?

b

y

e

yes

e.

h. f.

g.


165

no

e. h.

f. g.

g

o

o

d


k r i s t e n

h a f f

portfolio

wonder ?

b

y

e

yes


169

no

thank you

i owe you

mom and dad, brother and sister, aunties, c ousins, uncles,

$$$

g r a n d m a s , a n d p o p pa . m y a b s i n t h e fa m i ly. m y d e a r e s t f ri e n d s ,

Back Massage

e s p e c i a l ly c n o b b s 2, j e l ly, m a r c o, n o a h l o v e , t e e taw, pat sy a n d

Big Time

g o l dy lo c ks . t h a nk yo u ro o mies a n d guine a s . t h a nk yo u t e a c he rs

Beer and /or Shot

f o r a l l yo u r t im e a n d l o v e , t h a nk yo u m a ry, t h a nk yo u mi c h a e l ,

No Time, No Money

tom, ma x , rol and, and nic ole. thank you c offee, thank you

A Business Card

sunshine, t h a nk yo u bi c yc l e. t h a nk yo u fo g fo r keepin g me insid e

Super Burrito

w hen i wa n t e d t o g o o u t. t h a nk yo u s f.

Other:

g

o

o

d


wonder ?

yes

colophon designer

date

class number

Kristen Haff

Summer 2 010

GR 4 6 0

website

email

http: //www.kristenhaff.com

kristenhaff@ gmail.com

text stock

end sheets

printer

bindery

Environment 80 # Text

Canson

Progressive Solutions

The Key Binder y

camera

photography

Canon Rebel EOS

K r isten Ha f f, Noa h L ove, Tatum Ma ng us

software

Adobe Creative Suite C S 4 instructor

typefaces

Ma r y S cott

Trade G ot hic, Bodoni

school

difficulty level

Academy of Art University

Tough

79 New Montgomer y

Darn Hard

San Francisco, CA 94105

Impending Doom

copyright

Copyright Š 2010 All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Kristen Haff.

b

y

e

2010 Portfolio  

2010 Graduating Portfolio from the Academy of Art University

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