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MY

B E S T W OR K   |  y o u r b e s t f r e d

2   <  P A G E

Portfolio

of

Fred

Carriedo


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B E S T W OR K   |  y o u r b e s t f r e d

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Portfolio

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Fred

Carriedo


My bEST WORK — YOUR BEST FRED Check out A SELECTION OF MY BESt DESIGN SOLUT IONS →


C o pyrigh © 2013 ↓ A l l Rights Reserved. N o p ortion of t h i s book may be u s e d or reproduced i n a ny manner w i t hout written p e r mission. — F r ed Carriedo ↓ Y o u r Best Fred 2 0 9 918 7136 h e l l o @mybestfred.c om m y b estfred.c om — A cademy of Art U n i versity ↓ 7 9 N ew Montgomery st. S a n Francisco CA — C o urse ↓ S e n ior Portfol io — C o urse No ↓ G R 4 60 — C o urse Director ↓ M a r y Scott


CHECK OUT ITEMS —

01 EMPIRE

04 Uber ↓

06 CHICAGO

10 SOCIA L D E S I G N ↓

VINEYARDS ↓

PAGE  >   77

TRANSIT ↓

PAGE  >   2 3 9

PAGE >  13

B rand extensions

PAGE  >   111

Col l ecti o n o f

Wine vineyard

& identity system

City transporta-

poster d e s i g n s f o r

branding &

tion system

social g o o d

package design

05 SUGAR DE LI FOOD

devel opment &

CE NTER NYC ↓

identity

Cus to me r I D E N T I T Y

02 BASS PRO SHOP ↓

PAGE  >   95

brand guide

SER VICE ↓

PAGE > 37

Del i store

PAGE  >   2 4 9

Retail store

identity

07 DELICE DE LA

Various l o g o m a r k s

identity

system & item

VALLEE ↓

re-branding system

package design

PAGE  >   135

Artisan cheese

03 Great Alas ka

brand identity

paper co . ↓

& packaging

PAGE > 55

Paper company

08 TRANSFORM ↓

promotional

PAGE  >   149

collateral &

Experimental type

identity system

conf erence promotion col l ateral system branding — 09 GOOD STORE

PAGE  >   179 Compl ete store brand devel opment & package design appl ications


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

8   <  P A G E

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YO U R

Neighborhood ' s

of

F RI E N D L Y

Fred

Carriedo

C R E A TIV E

****


CHECK

OUT

o pen

>>>

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B E S T W OR K   |  y o u r b e s t f r e d

1 0   <  P A G E

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YO U R

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of

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Fred

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VI N E Y A RDS

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E M P IR E

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1 —

Checkout

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MY

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Portfolio

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Fred

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MY BEST Vineyard branding & wine packaging design — Empire Vineyards

12 < PAGE


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Empire vineyards _ XXXXXX live like an emperor/empress

********************************************************

ITEMS #

Ob jec tive ↓

1 5 9 8566244-6289

Design labels and packaging for a line of wine, beer, or your choice of alcohol. Be highly creative. Students who choose wine will be required to produce three varietal or more. S olu tion ↓ My research of over 8000 years of wine making & drinking for celebration inspired me to narratively design and create a line of old world French wines for the fictitious Empire Vineyards brand. The brand is made recognizable by creating an experience for the target audience when they drink at any occasion.

INSTRUCTOR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Christine George

7 Weeks

Empire

Stop by y o u r l o c a l

C →

Ol d Worl d

l ibrary a n d f l i p

COURSE ↓

PRO JECT ↓

Il l uminated_

through o l d b o o k s

Package Design 3

A l cohol Packaging

Royal ty

f or il l u s t r a t i o n

& Branding

Manuscripts

inspirat i o n s .

COURSE No ↓

Scrol l s

GR 323

T YPEFA CEs ↓

Experience

T ypestar

Europe

AISLE ↓

Gol den Cockerel

Exquisite

[x]

Branding

Georgia

Indul gence

[x]

Corporate Identity

Versail l es

Tradition

[x]

Print

Custom

[x]

Typography

DELIVERABLES ↓

[x]

Packaging

Brand Identifier

[x]

Web / Digital

Design Labels for:

[x]

Advertising

Pinot Noir

[x]

Other:

Cabernet Franc Pinot Gris Merlot Vintage Port Wine Crate Cork Wine Goblet

P A G E  >   1 3


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

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YO U R

Neighborhood ' s

of

F RI E N D L Y

Fred

Carriedo

VI N E Y A RDS

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E M P IR E

VI N E Y A RDS

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YO U R

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F RI E N D L Y

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Carriedo

VI N E Y A RDS

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E M P IR E

VI N E Y A RDS

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Fred

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VI N E Y A RDS

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E M P IR E

VI N E Y A RDS

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VI N E Y A RDS

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Carriedo

VI N E Y A RDS

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F RI E N D L Y

Fred

Carriedo

VI N E Y A RDS

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E M P IR E

VI N E Y A RDS

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Fred

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VI N E Y A RDS

****


E M P IR E

VI N E Y A RDS

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VI N E Y A RDS

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E M P IR E

VI N E Y A RDS

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MY

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B E S T W OR K   |  y o u r b e s t f r e d

34 < PAGE

****

YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

of

Fred

goods

Carriedo

retail

****


B a s s   P r o  S h o p

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********************************************************

PASS PRO SHOP_ XXXXXX Step into the great outdoors

********************************************************

2

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   3 5


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

of

Fred

Carriedo

MY BEST Outdoor retail & Product identity rebranding — Bass Pro Shop

36 < PAGE


B a s s   P r o  S h o p

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********************************************************

Bass Pro Shop _ XXXXXX Step into the great outdoors

********************************************************

ITEMS #

Ob jec tive ↓

2 8 9 4651849-1870

Choose an existing company and redesign their entire product image and identity system. This can be a clothing company, a fishing gear manufacturer, or a supermarket. The choice is yours. Guided by your knowledge and information that you learn in your research phase, you will develop a new visual identity system. S olu tion ↓ Hunting and camping are things I don't relate to or participate in and the idea of killing animals for fun made me uncomfortable. I saw this project as an opportunity to learn more about the culture. I soon learned that the outdoor activities I had described as barbaric were just a way for people to bond with friends and family, be in the great outdoors, and express our natural human instincts, while also containing animal overpopulation. This new knowledge lead me to design an insignia that would evoke those good memories my target audience experienced wherever they spotted the mark.

INSTRUCTOR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Thomas McNul ty

3 Weeks

Outdoors

Enjoy the challenge

C →

Nature

COURSE ↓

PRO JECT ↓

Bonding

Identity Design 2

R etail and Product

Mascul ine

I dentity Program

Human

COURSE No ↓

Heritage

GR 365

T YPEFA CEs ↓

Experience

U nited

Trip

AISLE ↓

Sentinel

Nostal gia

[x]

Branding

Giant Background

Natural

[x]

Corporate Identity

[ ]

Print

DELIVERABLES ↓

[ ]

Typography

Brand Identif ier

[x]

Packaging

Typef ace

[ ]

Web / Digital

Business System:

[ ]

Advertising

Letterhead

[ ]

Other:

Business Card Envel ope Mail ing Label Product Appl ications

P A G E  >   3 7


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

3 8   <  P A G E

****

YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

of

Fred

goods

Carriedo

retail

****


B a s s   P r o  S h o p

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B E S T W OR K   |  y o u r b e s t f r e d

4 0   <  P A G E

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YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

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Fred

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Carriedo

retail

****


B a s s   P r o  S h o p

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YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

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Fred

goods

Carriedo

retail

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B a s s   P r o  S h o p

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B E S T W OR K   |  y o u r b e s t f r e d

4 4   <  P A G E

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YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

of

Fred

goods

Carriedo

retail

****


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B E S T W OR K   |  y o u r b e s t f r e d

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YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

of

Fred

goods

Carriedo

retail

****


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B E S T W OR K   |  y o u r b e s t f r e d

4 8   <  P A G E

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YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

of

Fred

goods

Carriedo

retail

****


B a s s   P r o  S h o p

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MY

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B E S T W OR K   |  y o u r b e s t f r e d

5 0   <  P A G E

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YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

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Fred

goods

Carriedo

retail

****


B a s s   P r o  S h o p

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B E S T W OR K   |  y o u r b e s t f r e d

5 2   <  P A G E

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YO U R

Neighborhood ' s

F RI E N D L Y

outdoor

of

Fred

goods

Carriedo

retail

****


GREAT

ALASKA

PAPER

C OM P A N Y

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GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

3

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   5 3


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

of

MY BEST PAPER COMPANY Promotion & Brand Identity — GREAT ALASKA PAPER CO.

54 < PAGE

Fred

Carriedo


GREAT

ALASKA

PAPER

C OM P A N Y

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********************************************************

GREAT ALASKA PAPER COmpany _ XXXXXX North to the future

********************************************************

ITEMS #

Ob jec tive ↓

3 6 7 8160214-0220

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity in to a set of paper swatch books. Part 2: Design a series of event collateral for the paper company based on the visual toolset. S olu tion ↓ This event is intended to market and promote the new company to printers and graphic designers. Combine the Indigenous Alaskan culture with an American tradition: The Sideshow.

INSTRUCTOR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Max Spector

14 Weeks

Indigenous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Sideshow

tage typ e .

COURSE No ↓

T YPEFA CES ↓

GR 327

Various/Handmade

DELIVERABLES ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or pal ette

[x]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Event poster

[ ]

Advertising

Take away piece

[ ]

Other:

Set of brand_

C →

posters Visual tool set

P A G E  >   5 5


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

5 6   <  P A G E

****

YO U R

Neighborhood ' s

F RI E N D L Y

of

PAPER

Fred

Carriedo

SUPPLIER

****


GREAT

ALASKA

PAPER

C OM P A N Y

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P A G E  >   5 7


MY

B E S T W OR K   |  y o u r b e s t f r e d

5 8   <  P A G E

Portfolio

of

Fred

Carriedo


GREAT

ALASKA

PAPER

C OM P A N Y

CHECK OUT

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P A G E  >   5 9


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

6 0   <  P A G E

****

YO U R

Neighborhood ' s

F RI E N D L Y

of

PAPER

Fred

Carriedo

SUPPLIER

****


GREAT

ALASKA

PAPER

C OM P A N Y

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B E S T W OR K   |  y o u r b e s t f r e d

74 < PAGE

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UBER

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********************************************************

GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

4

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   7 5


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

MY BEST Start-up Brand Identity system & Extension Graphics — UBER

76 < PAGE

of

Fred

Carriedo


UBER

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********************************************************

Uber _ XXXXXX Eve ryone ' s Private drive r

********************************************************

ITEMS #

Ob jec tive ↓

4 5 9 8562991-3015

Find a solution to Uber's brand extensions that can be applied to printed material, email templates, and mobile applications. Simplify the logo mark and design the company's stationary and visual identity system. S olu tion ↓ As a member of the Uber design team, I worked on a wide range of brand experience projects. Due to contractual confidentiality reasons, you will not see any of my Uber related work on this online version of my portfolio. But, please do contact me for more specific info about my work at Uber. I will gladly explain the the projects I have worked on and in what capacity.

Lead Designer ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Shalin A min

7 Months

Innovative

Become t h e t a r g e t

El egant

audience t o t h i n k

Company ↓

PRO JECT ↓

On Demand

l ike the t a r g e t

Uber

Branding

Luxe

audience . A l s o ,

Highl y Evol ved

working a t a

Location ↓

T YPEFA CES ↓

Accessibl e

startup r o c k s !

San Francisco

Cl an

Transportation

Custom

Mobil e

AISLE ↓

Disruptive

[x]

Branding

Maps

[x]

Corporate Identity

Private Driver

[x]

Print

Bl ack Car

[ ]

Typography

Excl usive

[ ]

Packaging

International

[x]

Web / Digital

[ ]

Advertising

Deliverables ↓

[ ]

Other:

Logo Ref inements

C →

Pattern Business System: Letterhead Business Card Envel ope Uber Currency Mobil e App_ Promotions

P A G E  >   7 7


MY

B E S T W OR K   |  y o u r b e s t f r e d

7 8   <  P A G E

Portfolio

of

Fred

Carriedo


UBER

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P A G E  >   7 9


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YO U R

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F RI E N D L Y

Carriedo

d el i

****


SUGAR

DELI

F OOD

CENTER

NYC

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********************************************************

GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

5

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   8 1


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

MY BEST Deli branding & Item Package design — Sugar deli food center nyc

82 < PAGE

of

Fred

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SUGAR

DELI

F OOD

CENTER

NYC

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********************************************************

SUGAR DELI FOOD CENTER NYC _ XXXXXX The modern picnic

********************************************************

ITEMS #

Ob jec tive ↓

5 5 9 8566244-6289

Redesign and create a line of deli meats and products to expand any current or fictitious deli of your choice. Strengthen the brand identity through cohesive packaging that speaks to the target audience. S olu tion ↓ I chose to redesign the Sugar Deli Food Center in New York and work with a modernized picnic concept based on the "Now Serving No." tickets you often see in delicatessens. Each item carries a unique number with a description of the item on the label. The final label design was applied to cold deli meats, fish, poultry, beef, pork, lamb, sandwiches, bread, pastries, coffee, tea, sodas, rubs, spices, condiments, and specialty products/tools.

INSTRUCTOR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Christine George

5 Weeks

Fresh

Remake a c l a s s i c

C →

New York

iconic p a t t e r n b y

COURSE ↓

PRO JECT ↓

Green

adding c o m p l e x i t y .

Package Design 2

Del icatessen

Now Serving No_

Branding &

Tickets

COURSE No ↓

Package Design

Gingham

GR 322

Friendl y

T YPEFA CES ↓

AISLE ↓

Brandon Grotesque

DELIVERABLES ↓

[x]

Branding

Publ ic Gothic

Del i Meat Wraps

[ ]

Corporate Identity

Sentinel

To Go Containers

[ ]

Print

Zine

Condiments

[ ]

Typography

N umbers

Label s and packag-

[x]

Packaging

ing f or:

[ ]

Web / Digital

Dairy Products

[ ]

Advertising

Fruits

[ ]

Other:

Vegetabl es Special ty Items Stationary System Mobil e App Menu

P A G E  >   8 3


MY

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B E S T W OR K   |  y o u r b e s t f r e d

8 4   <  P A G E

****

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F RI E N D L Y

Carriedo

d el i

****


SUGAR

DELI

F OOD

CENTER

NYC

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P A G E  >   8 5


MY

B E S T W OR K   |  y o u r b e s t f r e d

8 6   <  P A G E

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Fred

Carriedo

**** YOUR Neighborhood's FRIENDLY Deli ****


SUGAR

DELI

F OOD

CENTER

NYC

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P A G E  >   8 7


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d el i

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SUGAR

DELI

F OOD

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NYC

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P A G E  >   8 9


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SUGAR

DELI

F OOD

CENTER

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SUGAR

DELI

F OOD

CENTER

NYC

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$4.00

P A G E  >   9 3


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Carriedo

d el i

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SUGAR

DELI

F OOD

CENTER

NYC

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P A G E  >   9 5


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TR A N SIT

Carriedo

SYST E M

****


C HI C A G O

TR A N SIT

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********************************************************

GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

6

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   9 7


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

of

Fred

Carriedo

MY BEST City Transit Identity & Graphic Standards Manual — Chicago Transit

98 < PAGE


C HI C A G O

TR A N SIT

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********************************************************

Chicago Transit _ XXXXXX Take it everywhere

********************************************************

ITEMS #

Ob jec tive ↓

6 2 5 3477351-7371

Complete identity and graphic standards manual. Your assignment is to create a new identity, application system and standards manual for either a taxi cab company, airline or sports venue. Pick a company known both nationally or internationally. You will be responsible for the creation of a new symbol, wordmark or combination of both for this assignment. S olu tion ↓ My familiarity with Chicago lead me to challenge myself and go for an entire city transit system re-branding with the implementation of additional transit services—car, air, and a water taxi system. The ultimate goal was to think of all transportation solutions the city needed and make it easier for people to get anywhere with one single transit ticket, card or mobile app.

INSTRUCTOR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Thomas McNul ty

10 Weeks

Iconic

Use mate r i a l s t h a t

C →

Chicago

are unus u a l . F o r

COURSE ↓

PRO JECT ↓

Courteous

exampl e: t h e s t a n -

Identity 2

I dentity &

Simpl e

dards ma n u a l f o r

Graphic

Fast

this pro j e c t u s e s

COURSE No ↓

Standards Manual

Easy

ref l ecti v e v i n y l

GR 365

Inviting

f or the c o v e r

T YPEFA CES ↓

Innovative

simil ar t o t h e o n e

AISLE ↓

Forza

Rel iabl e

used f or

[x]

Branding

Vitesse

Ef f icient

street s i g n a g e .

[x]

Corporate Identity

N etto

Modern

[ ]

Print

Dotmatrix

Ecol ogical

[ ]

Typography

[ ]

Packaging

DELIVERABLES ↓

[x]

Web / Digital

Brand Identif ier

[ ]

Advertising

Typef ace

[ ]

Other:

Stationary Letterhead Business Card Envel ope Mail ing Label Fol der Website Vehicl e Graphics Wearabl e Items Standards Manual

P A G E  >   9 9


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Portfolio

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TR A N SIT

Carriedo

SYST E M

****


C HI C A G O

TR A N SIT

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P A G E  >   1 0 1


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TR A N SIT

Carriedo

SYST E M

****


C HI C A G O

TR A N SIT

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C HI C A G O

TR A N SIT

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The loop

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TR A N SIT

Carriedo

SYST E M

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C HI C A G O

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TR A N SIT

Carriedo

SYST E M

****


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P A G E  >   1 1 1


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TR A N SIT

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SYST E M

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TR A N SIT

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SYST E M

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TR A N SIT

Carriedo

SYST E M

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C HI C A G O

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Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

of

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BUS CHICAG

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F RI E N D L Y

TR A N SIT

SYST E M

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TR A N SIT

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TR A N SIT

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SYST E M

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B E S T W OR K   |  y o u r b e s t f r e d

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A RTIS A N

of

CHEESE

Fred

Carriedo

P ROVID E R

****


DÉLICE

DE

LA

VALLÉE

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********************************************************

GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

7

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   1 2 3


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

MY BEST Artisan cheese branding & package design — Delice de la vallee

124 < PAGE

of

Fred

Carriedo


DÉLICE

DE

LA

VALLÉE

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DÉlice de la VallÉe _ XXXXXX The epicurean connect ion

********************************************************

ITEMS #

Ob jec tive ↓

7 6 6 2449856-9870

Redesign the identity and product packaging for an existing brand of brie cheeses. S olu tion ↓ Délice de la Vallée is a brand of cheeses mostly known to locals in Sonoma County. My task was to take this lesser known artisan cheese brand and prepare it for national distribution by creating packaging that would highlight its unique handmade process, and preserve it while being shipped.

INSTRUCTOR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Christine George

14 Weeks

Natural

Use hand m a d e

Organic

el ements t o e m p h a -

COURSE ↓

PRO JECT ↓

Artisan

size cra f t .

Package Design 2

Paper Promotion

Farmstead

Sonoma

COURSE No ↓

T YPEFA CE ↓

Hand Craf ted

GR 322

Various/Handmade

Fresh

AISLE ↓

DELIVERABLES ↓

[x]

Branding

Label s f or:

[ ]

Corporate Identity

10" Large Round

[ ]

Print

8" Round

[ ]

Typography

6 Piece pie

[x]

Packaging

Mini Medal l ions

[ ]

Web / Digital

[ ]

Advertising

[ ]

Other:

C →

P A G E  >   1 2 5


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

1 2 6   <  P A G E

****

YO U R

Neighborhood ' s

F RI E N D L Y

A RTIS A N

of

CHEESE

Fred

Carriedo

P ROVID E R

****


DÉLICE

DE

LA

VALLÉE

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B E S T W OR K   |  y o u r b e s t f r e d

1 2 8   <  P A G E

Portfolio

of

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DÉLICE

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LA

VALLÉE

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P A G E  >   1 2 9


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B E S T W OR K   |  y o u r b e s t f r e d

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A RTIS A N

of

CHEESE

Fred

Carriedo

P ROVID E R

****


DÉLICE

DE

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VALLÉE

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P A G E  >   1 3 1


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B E S T W OR K   |  y o u r b e s t f r e d

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Neighborhood ' s

F RI E N D L Y

A RTIS A N

of

CHEESE

Fred

Carriedo

P ROVID E R

****


DÉLICE

DE

LA

VALLÉE

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P A G E  >   1 3 3


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B E S T W OR K   |  y o u r b e s t f r e d

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of

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Carriedo

CONFERENCE

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TR A N S F ORM

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********************************************************

GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

8

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   1 3 5


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

MY BEST Type conference Promotion collateral — Transform

136 < PAGE

of

Fred

Carriedo


TR A N S F ORM

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********************************************************

Transform _ XXXXXX Society in progress

********************************************************

ITEMS #

Ob jec tive ↓

8 6 2 8963165-3178

The job will be to create a conference that addresses a pertinent issue facing the topic of typography and role designers play when using typography as means of communication. S olu tion ↓ A conference put on by ATypI. A forum for discussion on the transformation of communication and design in the digital age. With the proliferation of media, we have to question the future of communication. It is speculated that in the future, humans will have microchip implants to transfer data and communicate with one another. This means that one day, we will no longer use printed material, letters, or even proper sentences, and will use only simple codes and data readers with highly evolved circuit boards. Circuit boards play an avid role in the way we communicate today. They mechanically support and electrically connect components using conductive pathways in our radios, cellphones, personal computers, and other communication devices. The evolution and the future of communication, technology, and design are discussed at the three day event.

INSTRUCTOR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Ariel Grey

14 Weeks

Circuit Board

Know what it means

C →

Digital

to know a w o r d .

COURSE ↓

PRO JECT ↓

Transf orm

Typography 3_4

T ypography

Human

Conf erence

Experience

COURSE No ↓

Compl exity

GR 333

T YPEFA CES ↓

Computer

Carbon

Machine

AISLE ↓

Foundry Gridnick

Gl itch

[ ]

Branding

Foundry Pl ek

Communication

[ ]

Corporate Identity

T okkyopal ace

[ ]

Print

DELIVERABLES ↓

[x]

Typography

Even Mail er

[ ]

Packaging

Poster

[ ]

Web / Digital

Entry Badge

[ ]

Advertising

Experimental Book

[ ]

Other:

Event Program

P A G E  >   1 3 7


MY

B E S T W OR K   |  y o u r b e s t f r e d

1 3 8   <  P A G E

Portfolio

of

Fred

Carriedo


TR A N S F ORM

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P A G E  >   1 3 9


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Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

1 4 0   <  P A G E

****

YO U R

Neighborhood ' s

F RI E N D L Y

YEARLY

TY P E

of

Fred

Carriedo

CONFERENCE

****


TR A N S F ORM

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P A G E  >   1 4 1


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

1 4 2   <  P A G E

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YO U R

Neighborhood ' s

F RI E N D L Y

YEARLY

TY P E

of

Fred

Carriedo

CONFERENCE

****


TR A N S F ORM

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society in prgess c_11 ATypI  _Î_

P A G E  >   1 4 3


MY

B E S T W OR K   |  y o u r b e s t f r e d

1 4 4   <  P A G E

Portfolio

of

Fred

Carriedo


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P A G E  >   1 4 5


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Portfolio

B E ST W OR K   |   y o u r be s t f r e d

1 4 6   <  P A G E

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F RI E N D L Y

YEARLY

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of

Fred

Carriedo

CONFERENCE

****


TR A N S F ORM

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P A G E  >   1 4 7


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B E S T W OR K   |  y o u r b e s t f r e d

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YEARLY

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of

Fred

Carriedo

CONFERENCE

****


TR A N S F ORM

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P A G E  >   1 4 9


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Portfolio

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Carriedo

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P A G E  >   1 5 1


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

1 5 2   <  P A G E

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F RI E N D L Y

YEARLY

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of

Fred

Carriedo

CONFERENCE

****


TR A N S F ORM

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P A G E  >   1 5 3


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Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

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F RI E N D L Y

YEARLY

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of

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Carriedo

CONFERENCE

****


TR A N S F ORM

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P A G E  >   1 5 5


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B E S T W OR K   |  y o u r b e s t f r e d

1 5 6   <  P A G E

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YO U R

Neighborhood ' s

F RI E N D L Y

YEARLY

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of

Fred

Carriedo

CONFERENCE

****


TR A N S F ORM

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P A G E  >   1 5 7


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

158 < PAGE 1 5 8   <  P A G E

****

YO U R

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F RI E N D L Y

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Carriedo

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P A G E  >   1 5 9


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B E S T W OR K   |  y o u r b e s t f r e d

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YEARLY

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Carriedo

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****


TR A N S F ORM

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P A G E  >   1 6 1


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

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YEARLY

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of

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Carriedo

CONFERENCE

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TR A N S F ORM

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P A G E  >   1 6 3


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

164 < PAGE

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E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

****


G OOD

|

STOR E

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********************************************************

GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

9

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   1 6 5


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

of

Fred

Carriedo

MY BEST Entirely "good for you and our plannet" Retail store brand development & packageing Design — The GOod store

166 < PAGE


G OOD

|

STOR E

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********************************************************

The GOOD STORE _ XXXXXX Working for a smarter & better w orld

********************************************************

ITEMS #

Ob jec tive ↓

9 2 4 5665984-9801

Create an entirely new retail store and extensive product line. Consider what your company provides: location, architecture, etc. S olu tion ↓ As designers, it has become our job to think about what we consume, use and design, so I reached for my favorite magazine, GOOD, for the answer. GOOD Worldwide, LLC. is a media platform that promotes, connects, and reports on individuals, businesses, and non-profits “pushing the world forward.” GOOD produces a website (GOOD.is), a quarterly magazine, online videos, and events highlighting examples of what is sustainable, prosperous, productive, creative, and equitable. The content covers a variety of topics, including the environment, education, urban planning, design, food, politics, culture, lifestyle, technology, sex and health. It seemed that the next step for GOOD is to open a branch of stores that only sell products with the same concept and goal: to push the world forward.

INSTRUCTOR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Thomas McNul ty

10 Weeks

Green

Pl ease v i s i t

Socially responsible

www. l itt e r a t i . o r g

COURSE ↓

PRO JECT ↓

Recycl e

and cont r i b u t e .

Package Design 4

R etail Store

Innovative

Heal thy

COURSE No ↓

T YPEFA CE ↓

Urban

GR 410

Various

Reusabl e

Eco

AISLE ↓

Photo Cred its ↓

Good

[x]

Branding

Mimi Giboin_

Investments

[x]

Corporate Identity

pages: 184, 193,

Qual ity

[ ]

Print

199, 204, 209, 229.

[ ]

Typography

DELIVERABLES ↓

[x]

Packaging

I nd us trial

Store Name

[ ]

Web / Digital

Des ig ne r ↓

Brand Architecture

[ ]

Advertising

Jessica H errera

45 + Products_

[x]

Other:

page: 209

per brand l ine

Collaborative

group proj ect

TEAM ↓

C →

Jessica Giboin Lydia Mul yadi Victoria Herrera Christine Huang

P A G E  >   1 6 7


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

1 6 8   <  P A G E

****

YO U R

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F RI E N D L Y

E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

****


G OOD

|

STOR E

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MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

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Fred

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GOOD STORE BRAND ITEMS # 9245664984- 6005 ↓

NAME ↓

NAME ↓

NAME ↓

NAME ↓

NAME ↓

G O O D STORE

GOOD KITCHEN

GOOD PET

GOOD HOME

GOOD HE A L T H

C A T EGORY ↓

Aisle ↓

Aisle ↓

Aisle ↓

Aisle ↓

R e t ail Super Store

Kitchen S uppl ies

Pet S uppl ies

House Keeping

Pharmac e u t i c a l s &

S uppl ies

nutriti o n

T A R GET AUDIENCE ↓

USP ↓

US P ↓

M i l l e nnial s and

Longlasting,

100% natural

US P ↓

US P ↓

y o u ng famil ies who

chemical - f ree,

or recycl ed

Conscious way

Natural r e m e d i e s

g i v e a damn and

kitchenware.

products that

to cl ean.

with sa f e

w i l l p ay a premium

your pets

ingredi e n t s &

fo r a good cause.

wil l enj oy f or

good f o r y o u r b o d y

many years

nutriti o n .

USP ↓ P r o ducts for a g l ob al Community w h o have the same g o a l of pushing t h e worl d forward.

1 7 0   <  P A G E

****

YO U R

Neighborhood ' s

F RI E N D L Y

E N TIR E L Y

G OOD

STOR E

****


G OOD

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STOR E

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PRIVATE LABEL BRAND ITEMS # 9245666006- 9801 ↓

NAME ↓

NAME ↓

NAME ↓

NAME ↓

G O O D OUTDOOR

Rascal s

Numbers

Intimat e

A i s le ↓

Aisle ↓

Aisle ↓

Ai sle ↓

O u t door

Chil dren

Pantry

Adul t

e n t ertainment

& Ga rden

TARGET AUDI ENCE ↓

TARGET AUDI ENCE ↓

TARGET A U D I E N C E ↓

Toddl ers 1- 3

S ingl e men &

Adul t wo m e n & M e n

USP ↓

US P ↓

woman 18+

A l l-weather l ong

Educational prod-

Young f amil ies

US P ↓

l a st ing products.

ucts that wil l

S exy is s m a r t .

encourage l earn-

US P ↓

ing at a young age.

Easy to f ind organic products with simpl e ingredients.

P A G E  >   1 7 1


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Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

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Neighborhood ' s

F RI E N D L Y

E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

****


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K IT C H E N

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E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

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K IT C H E N

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YO U R

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F RI E N D L Y

E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

****


G OOD

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K IT C H E N

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P A G E  >   1 7 9


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Neighborhood ' s

F RI E N D L Y

E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

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G OOD

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>

N U M B E RS

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PAGE > 181 P A G E  >   1 8 1


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E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

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G OOD

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Store

>

N U M B E RS

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P A G E  >   1 8 3


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F RI E N D L Y

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of

Fred

G OOD

Carriedo

STOR E

****


G OOD

|

Store

>

N U M B E RS

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of

Fred

G OOD

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STOR E

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HOM E

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P A G E  >   1 8 7


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of

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G OOD

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HOM E

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P A G E  >   1 8 9


MY

B E S T W OR K   |  y o u r b e s t f r e d

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1 9 2   <  P A G E


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Heal t h

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P A G E  >   1 9 3


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Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

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of

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G OOD

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STOR E

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Heal t h

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F RI E N D L Y

E N TIR E L Y

of

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G OOD

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STOR E

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Heal t h

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B E S T W OR K   |  y o u r b e s t f r e d

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G OOD

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RASCALS

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P A G E  >   1 9 9


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F RI E N D L Y

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of

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G OOD

Carriedo

STOR E

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G OOD

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STOR E

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RASCALS

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B E S T W OR K   |  y o u r b e s t f r e d

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P E TS

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P A G E  >   2 0 3


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E N TIR E L Y

of

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G OOD

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STOR E

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G OOD

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P E TS

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P A G E  >   2 0 5


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

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YO U R

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E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

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P E TS

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P A G E  >   2 0 7


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Portfolio

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of

Fred

G OOD

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STOR E

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P E TS

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B E S T W OR K   |  y o u r b e s t f r e d

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O U TDOOR

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P A G E  >   2 1 1


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Portfolio

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of

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G OOD

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STOR E

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P A G E  >   2 1 3


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STOR E

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E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

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O U TDOOR


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

2 1 8   <  P A G E

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E N TIR E L Y

of

Fred

G OOD

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STOR E

****


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B E S T W OR K   |  y o u r b e s t f r e d

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>

I N TIM A T E

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P A G E  >   2 2 1


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YO U R

Neighborhood ' s

F RI E N D L Y

E N TIR E L Y

of

Fred

G OOD

Carriedo

STOR E

****


G OOD

|

STOR E

>

I N TIM A T E

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P A G E  >   2 2 3


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F RI E N D L Y

D E SI G N

F OR

SO C I A L

of

CHANGE

Fred

Carriedo

P OST E RS

****


S o c i al / p o l i t i cal

Poster

d e s i gn

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********************************************************

GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

10

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

Checkout

INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   2 2 5


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

of

Fred

MY BEST Social/Political poster design — Various

226 < PAGE

Carriedo


S o c i al / p o l i t i cal

Poster

d e s i gn

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Various _ XXXXXX By the people, for the people

********************************************************

ITEMS #

Ob jec tive ↓

1 4 4 6209856-9858

Contribute poster designs in collaboration with other artists and designers from around the country to benefit a social cause. S olu tion ↓ AIGA: Get Out The Vote / Concept: American Voters. The poster submitted was 1 of 24 selected for professional printing and national distribution. The series was displayed in museums to coincide with the Presidential elections. The Haiti Poster Project / The poster submitted was inspired by the idea that something as minimal and inexpensive as a brick can actually help rebuild someone's home in Haiti. I then took the concept of a brick (along with a supporting message) and applied it to a multifunctional, typographical poster that can be displayed on either side or "built" into a brick size donations bank by following the instructions on side B of the poster. Thus, someone can actually take the effort further by collecting donations from around their place of business and then send the funds to a reliable organization that supports the Haiti relief effort.

Clients ↓

Duration ↓

TYPEFACE ↓

TIP ↓

AIGA

1- 3 Days

Various/Handmade

Best way t o g i v e

The Haiti Poster

back to y o u r

Project

PRO JECT ↓

KEYWORDS ↓

communit y a n d

Social Cause

Variabl e

humanity i s t o

AISLE ↓

Promotion Posters

vol untee r design t i m e .

[ ]

Branding

DELIVERABLES ↓

[ ]

Corporate Identity

El ectronic Poster

[x]

Print

Fil es

[ ]

Typography

[ ]

Packaging

[ ]

Web / Digital

[x]

Advertising

[ ]

Other:

C →

P A G E  >   2 2 7


S o c i al / p o l i t i cal

Poster

d e s i gn

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P A G E  >   2 2 9


MY

Portfolio

B E ST W OR K   |   y o u r be s t f r e d

2 3 0   <  P A G E

****

YO U R

Neighborhood ' s

F RI E N D L Y

D E SI G N

F OR

SO C I A L

of

CHANGE

Fred

Carriedo

P OST E RS

****


S o c i al / p o l i t i cal

Poster

d e s i gn

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P A G E  >   2 3 1


MY

B E S T W OR K   |  y o u r b e s t f r e d

2 3 2   <  P A G E

Portfolio

of

Fred

Carriedo


S o c i al / p o l i t i cal

Poster

d e s i gn

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P A G E  >   2 3 3


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

2 3 4   <  P A G E

****

YO U R

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F RI E N D L Y

of

Fred

Carriedo

ID E N TITI E S

****


BRAND

ID E N TITI E S

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********************************************************

GREAT ALASKA PAPER COmpany_ XXXXXX North to the future

********************************************************

id

ITEMS #

Ob jec tive ↓

4 5 9 8566244-6289

Part 1: Brand a fictitious paper company and establish a unique identity and personality. Come up with a target audience and then design a logo, corporate identity, and color palette. In addition, assemble a large collection of found and original design elements and use these visual tools to expand the identity into a set of paper swatchbooks. Part 2: Design a series of event collateral for the paper company based on he visual toolset. S olu tion ↓

This event is intended to market and promote the new company to printers and graphic designers. Combine the indigenous Alaska culture with an American tradition: The Sideshow.

CUSTOMER SERVICE INSTRUCTOR ↓

Duration ↓

KEY WORDS ↓

TIP ↓

Max Spector

14 Weeks

Digeneous

Visit l o c a l t h r i f t

Digital

shops an d f l e a

COURSE ↓

PRO JECT ↓

Carnival

markets f o r o l d

Graphic Design 2

Paper Promotion

Vintage

books wi t h v i n -

Side Show

tage typ e .

COURSE No ↓

T YPE FA CE ↓

GR 327

Various/Handmade

DELIVERABLE ↓

Logotype

AISLE ↓

Corporate

[x]

Branding

Identity

[x]

Corporate Identity

Col or Pal ate

[ ]

Print

Swatch book

[ ]

Typography

Covers

[ ]

Packaging

Invitation

[ ]

Web / Digital

Even Poster

[ ]

Advertising

Take Away Piece

[ ]

Other:

Set of Brand

C →

Posters Visual Tool Set

P A G E  >   2 3 5


MY

B E S T W OR K   |  y o u r b e s t f r e d

Portfolio

MY BEST Identity marks — Various

236 < PAGE

of

Fred

Carriedo


BRAND

ID E N TITI E S

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********************************************************

Selected Logo Marks _ XXXXXX Brand Forces

********************************************************

ITEMS #

S olu tion s ↓

0 0 0 0001258-1301

My best collection of final brand identifiers for various projects that were completed while at the Academy of Art University.

INSTRUCT OR ↓

Duration ↓

KEYWORDS ↓

TIP ↓

Various

5 Years

Proj ect Specif ic

Have a c o p y o f

Design B r a n d

COURSE ↓

PRO JECT ↓

DELIVERABLES ↓

Identit y b y A l i n a

Variable

Various

Logotype

Wheel er h a n d y .

Word Mark

COURSE N o ↓

T YPEFA CE ↓

Insignia

GR Varia bl e

Custom

Symbol

Pictorial Mark

AISLE ↓

Embl ems

[x]

Branding

[x]

Corporate Identity

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Print

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P A G E  >   2 4 1


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TH A N K

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YO U

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C L OSI N G

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MY BEST THANKS —

To my mot her ↓

To my instructors ↓

to my PART NER in

TO my FR I E N D S ↓

I am the " Best

S pecial thanks

cr ime ↓

The amazing people

Fred" I can possi-

to M ary S cott.

T hanks f or going

I have met and

bly be because of

Words can not

on this crazy ride

lifelong friends

you. Thank you f or

express my grati-

with me. Y ou ARE

that have affected

being my biggest

tude f or al l of

the best.

my creative pro-

cheerleader grow-

the opportuni-

cess in a very pos-

ing up, and these

ties, your hel p and

TO MY FAMI LY ↓

sitive way:

last few years.

guidance. Thanks

T hank you Dad,

Ana Y ep e z

This work is dedi-

al so to C hristine

Brother, Sister,

Fernand o L a n d a

cated to you.

George, Thomas

Niece and Nephew

Melissa Lagomarsino

Te quero mucho

M cN ul ty, C arol ina

f or your rol es.

Belen Tenorio

de Bartol o, M ax

Lisa Sigrid Lindgren

S pector, Ariel

Anna Högberg

Grey, M atthew

Linda Johansson

Wakemen, and

Sarah L Létourneau

M ichael S ainato

Justin G i l l

f or sharing your

knowl edge.

MY pets ↓

My "Best Friends."

Dr. Elisa Stephens ↓

I'm thankful for

Thank you.

having my dogs

Dee Dee, Alexa,

DEBBIE MILLMAN ↓

& Ely by my side

Thank you for help-

through the

ing me illustrate

toughest projects.

my story, and for the many hours of inspirational interviews on Design Matters.

P A G E  >   2 4 7


MY

Portfolio

B E S T W OR K   |  y o u r b e s t f r e d

of

Fred

Carriedo

CHECK OUT CLOSED — t y peface ↓ T i t cket DIN Next — P aper Stock ↓ 80 lb finch fine text — S h o rt sheets / End P ages ↓ G l o-Tone Paper O r a nge Light — P r i nter ↓ G r a phic Imagery — B i nding ↓ T h e Key Printing a n d Binding — S o ftware ↓ A d o be Creative S u i te 6.0 — C A MERA ↓ L u m ix GF1 — P h o tography ↓ F r e d Carriedo — Inkjet ↓ E p s on Styl us 4880

2 4 8   <  P A G E

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YO U R B E ST F R E D . C OM

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P A G E  >   2 4 9


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2 5 0   <  P A G E

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Fred

Carriedo


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P A G E  >   2 5 1


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My Best Work | Your Best Fred Portfolio of Fred Carriedo. (All rights reserved by Fred Carriedo, no part of this portfolio may be reproduce...

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