Page 1

EXCHANGE


This book is divided into 12 sections I have called “exchange�. It draws a parallel between my work and my life experiences through change and movement, but also my favorite part of the design process: the exchange that occurs between designers of a team, designers and clients, companies and consumers, designs and consumers. Because it is thanks to that exchange, that the design industry is possible and more rich. A common visual thread throughout the portfolio was then created with page layouts, type setting and the choice of imagery.


selected work of genevieve e. smith


006

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


copyright Š 2012 genevieve smith all right reserved http://genevieve-smith.com genevieve.smith@me.com No portion of this book may be used or reproduced without prior consent from Genevieve Smith.

academy of art university 79 New Montgomery Street San Francisco, CA 94105 Director | Anitra Nottingham

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

007


TABLE OF CONTENTS

home fashion category

packaging, identity | p.12-23

beer celebration category

slow food category

008

04 identity | p.50-57

homegrown category

01

07

packaging, identity | p.76-89

10 identity, web | p.114-127

walk the walk category

print, typography | p.24-37

inspiring optimism category

08

print, typography | p.90-103

childhood is calling category

05

financial reports, identity | p.58-65

bridging the gap category

02

11

packaging, identity | p.128-143

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


03

old is new again category

packaging, identity | p.38-49

06

conscious urbanism category

typography, identity | p.66-75

09

legendary fishing category

print, identity | p.104-113

12

global village category

1

2

identity | p.144-155

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

009


EXツキCHANGE

/ iks-chト]j / verb To give something and receive something of the same kind in return. noun ツキ The use of speech for a sharing or exchange of views, ideas or information. A dialogue also referred to as interchange. ツキ The chemical process in which one atom or ion or group changes places with another.

specimens a. the two arrow symbols, represent two persons, or two sets of ideas, and the exchange resulting of an interaction.

b. element 1: representing the designer, the principle of the object, or the idea that comes to life.

c. element 2: representing the client or the practicality of the implementation and the spirit of innovation. d. the point of exchange.

010

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


a.

b.

c.

d.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

011


HOMEFASHION

01

objective Choose a fashion designer and create a line of packaging for home products that will work with the existing fashion line. overview In the spirit of Calvin Klein comes a line of home products that are bold, stylish, modern, IN. These common household products do not look like your regular trashcan, or humidifier, and can be proudly put on display. IN stands for interior decoration and style. These products can become great conversation pieces and promote an exchange through conversation, but also show how design can play a role in linking different items to one brand.

specimens

class name

· 1 table lamp

Packaging design 3

· 1 humidifier

instructor

· 1 trash can · 1 wall clock

Thomas McNulty

· 1 throw pillow

012

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

013


inspiration The black and white poster campaigns Calvin Klein has been known for were an inspiration to the black and white line of these products, as well as the dramatic lighting in the photography. Modern, well designed products were then carefully chosen to be showcased.

014

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

015


016

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

017


018

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


detail The key words used to describe the Calvin Klein’s clothes line have now been incorporated into the packaging design of this product line, along with the tagline “make yourself at home“.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

019


020

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

021


022

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome A bold stylish design that puts the product at the forefront of the packaging. A pattern created from the interlinking of the CK letters,cover the back,top and sides. The photography shows off black products shot on black backgrounds in a dramatic way, as though on a runway, and making a statement for each product.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

023


WALK THE WALK

02

objective Create a forty eight page book, poster, twenty five swatch cards with container to promote the Act Green paperline. overview Act Green means, words are not enough, actions are needed to help the environment. So how do we help people become more aware of the little changes they can make, all the while promoting the Gmund paper line? The Act Green promotional materials creates an exchange between the reader and GMUND but also with the environment as a whole.

specimens

class name

Promotional paper line items:

Typography 3

路 48 pages book

instructor

路 1 poster 路 25 swatch cards

Ariel Grey

路 Card container

024

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

025


inspiration Bold graphics, patterns made out of other shapes, such as the bottle shape, which represents the recycling process. Icons to communicate an idea quickly and effectively, such as the light bulb, or the house symbol. The introduction of dots as the representation of pollution, and mechanical diagram to showcase the solutions found through nature and science.

026

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

027


028

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


detail The Act Green promotional book, was created using recycled materials and earth tones, to convey the fact Gmund walks the walk in their business. Also incorporated in the design, are elements that incorporate recycling such as the bottle pattern shown below.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

029


030

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

031


032

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

033


paper swatch cards The swatch cards are varied and showcase the different papers, colors and finishes in the line. They are made to share, exchange, post in one’s space to help raise awareness.

GMUND GMUND COMPCOMPANY ANY ›

GMUNDGMUNDACT ACT GREEN GREEN

Fine paper from Gmund has been creating fine paper for almost 180 years. The basis for this confidence in our expertise and in the aesthetic power of our paper is an active company philosophy that is reflected in every detail of the Büttenpapierfabrik Gmund.

The founder of the company Johann Nepomuk Haas was the first to commit Fine paper from Gmund has been creating fine paper for almost 180 years. himself to the production of the finest hand-made paper to particular quality The basis for this confidence in our expertise and in the aesthetic power of standards. The Kohler family, who has been running the company since 1904, our paper is an active company philosophy that is reflected in every detail of not only continued this tradition but also developed it to suit the times. the Büttenpapierfabrik Gmund.

The Gmund company has set high standards in the choice of materials, which The founder of the company Johann Nepomuk Haas was the first to commit they acquire from all over the world. For their production they use exclusively himself to the production of the finest hand-made paper to particular quality selected raw materials that are characterised by the highest purity and standards. The Kohler family, who has been running the company since 1904, stability. These include chlorine-free bleached and FSC certified (FSC MIX) not only continued this tradition but also developed it to suit the times. special pulp or natural cotton rags. Dyes and pigments as lightfast as possible naturally free from metals and alsowhich high-quality The Gmund company has— set high standards inheavy the choice of — materials, minerals fillers are requirements for the acid-free, they acquire from all over and the world. For further their production they use exclusively non-ageing quality of our paper. selected raw materials that are characterised by the highest purity and

› ›

stability. These include chlorine-free bleached and FSC certified (FSC MIX) special pulp or natural cotton rags. Dyes and pigments as lightfast as possible — naturally free from heavy metals — and also high-quality minerals and fillers are further requirements for the acid-free, non-ageing quality of our paper.

› › ›

› › › ›

The idyllic site of the Mangfall valley in Germany, where Gmund is located.

MAINTAIN YOUR HOME

DITCH YOUR CAR

SPECIFICS

100% Recycling - A paper purist`s delight 100% FSC - Matching envelopes 100% Cotton - All papers are committed to the GMUND Environmental Charter 30% Cannabis + 70% FSC - Chlorine free cellulose SPECIFICS =100% Eco Sustainability - Fade resistant, pH neutral - FSC certified 100% Recycling - A paper purist`s delight 100% FSC - Matching envelopes 100% Cotton - All papers are committed to the GMUND Environmental Charter 30% Cannabis + 70%100% FSC Recyclling - Chlorine 100 g/m² ECOfree cellulose GMUND - ACT GREEN is a =100% Eco Sustainability - Fade resistant, pH neutral collection with a guarantee of certified 100,170, 300 g/m² 100%- FSC Recycling content and an environmental certificate. The collection is 110, 270 g/m² Cotton trustworthy, genuine and authentic 100 g/m² 100% Recyclling ECO thatGREEN also applies GMUNDand - ACT is a to all papers 100, 170, 300 g/m² FSC Cream from GMUND, because they are collection with a guarantee of 100,170, 300 g/m² 100% Recycling made according to high content and an environmental 100, 250 g/m² Cannabis environmental certificate. The collection is standards, as 110, 270 g/m² Cotton documented trustworthy, genuine and authentic in the GMUND 300 g/m² FSC Brown Charter. and that also applies to allEnvironmental papers 100, 170, 300 g/m² FSC Cream from GMUND, because they are 300 g/m² FSC Green made according to high 100, 250 g/m² Cannabis environmental standards, as documented in the GMUND APPLICATIONS 300 g/m² FSC Brown Environmental Charter. Offset printing, letterpress, blind embossing, hot foil stamping, 300 g/m² FSC Green paper etching, thermography, silk-screen printing, die cutting

Avoiding 10 miles of driving every week would eliminate about 500 pounds of carbon dioxide emissions a year. The majority of car trips people make are under two miles, so that should be easy to swap driving for a bike or public transit. If driving is unavoidable, trading your gas-guzzler for a hybrid or more gas-efficient car helps. Aim for a car that gets at least 30 mpg. Or go without your own wheels and use car-sharing services like Zipcar.

* * * *

APPLICATIONS The idyllic site of the Mangfall valley in Germany, where Gmund is located.

Offset printing, letterpress, blind embossing, hot foil stamping, paper etching, thermography, silk-screen printing, die cutting | | | | | | | |

|

* * * * * *

|

|

|

|

|

* * * * *

Americans use 2,500,000 plastic bottles every hour! Most of them are thrown away! Plastic bags and other plastic garbage thrown into the ocean kill as many as 1,000,000 sea creatures every year! Recycling plastic saves twice as much energy as burning it in an incinerator. Americans throw away 25,000,000,000 Styrofoam coffee cups every year. According to the Beverage Marketing Corp, the average American consumed 1.6 gallons of bottled water in 1976. In 2006, that number jumped to 28.3 gallons.

DITCH YOUR CARPLASTIC RECYCLING FACTS

Avoiding 10 miles of driving every week would eliminate about 500 pounds of carbon dioxide emissions a year.

If driving is unavoidable, trading your gas-guzzler for a hybrid or more gas-efficient car helps. Aim for a car that gets at least 30 mpg. Or go without your own wheels and use car-sharing services like Zipcar.

|

|

|

|

|

|

|

|

|

|

|

Nudge your thermostat up two degrees in the summer and down two degrees in the winter to withhold another 2,000 pounds of CO2. Buying appliances with the Energy Star certification and installing a programmable thermostat helps too. You get your reward in lower gas and electric bills.

Americans use 2,500,000 plastic bottles every hour! Most of them are thrown away! Plastic bags and other plastic garbage thrown into the ocean kill as many as 1,000,000 sea creatures every year!

Every month, we throw out enough glass bottles and jars to fill up a giant skyscraper. All of these jars are recyclable!

Recycling plastic saves twice as much energy as burning it in an incinerator.

MAIN* TAIN YOUR * HOME * PLASTIC RECYCLING FACTS * * GLASS * RECYCLING FACTS Americans throw away 25,000,000,000 Everycoffee month, we every throw year. out enough glass bottles Styrofoam cups and jars to fill up a giant skyscraper. All of these jars are recyclable! According to the Beverage Marketing Corp, the

average American consumed 1.6 gallons of The recycling one glass 1976. Insaved 2006, from that number bottled water inenergy bottle can run a 100 watt light bulb for four jumped to 28.3 gallons. hours. It also causes 20% less air pollution and 50%ofless water pollution than when Recycling 1 ton plastic saves 7.4 cubic yards of a new bottle is made from raw materials. landfill space.

* *

The energy saved from recycling one glass bottle can run a 100 watt light bulb for four hours. It also causes 20% less air pollution and 50% less water pollution than when a new bottle is made from raw materials. A modern glass bottle would take 4000 years or more to decompose — and even longer if it's in the landfill. Mining and transporting raw materials for glass produces about 385 pounds of waste for every ton of glass that is made. If recycled glass is substituted for half of the raw materials, the waste is cut by more than 80%.

Mining and transporting raw materials for glass produces about 385 pounds of waste for every ton of glass that is made. If recycled glass is substituted for half of the raw materials, the waste is cut by more than 80%.

* * * *

* *

Cleaning a dirty air filter, wrapping your hot water heater in an insulation blanket, properly insulating your walls and windows, and caulking and weather stripping can save a total of 5,000 pounds of carbon dioxide a year, according to

|

A modern glass bottle would take 4000 years or more to decompose — and even longer if it's in the landfill.

Recycling 1 ton of plastic saves 7.4 cubic yards of landfill space.

The majority of car trips people make are under two miles, so that should be easy to swap driving for a bike or public transit.

|

|

*

Cleaning a dirty air filter, wrapping your hot water heater in an insulation blanket, properly insulating your walls and windows, and caulking and weather stripping can save a total of 5,000 pounds of carbon dioxide a year, according to

Nudge your thermostat up two degrees in the summer and down two degrees in the winter to withhold another 2,000 pounds of CO2. Buying appliances with the Energy Star certification and installing a programmable thermostat helps too. You get your reward in lower gas and electric bills.

* * * *

GLASS RECYCLING FACTS

29%

ALUMINUM RECYCLALUMINUM ING FACTS RECYCL* ING FACTS * A used aluminum can is recycled and back on the grocery shelf as a new can, in as little as 60 days.

Recycling one aluminum can saves enough energy to run a TV for three hours — or the equivalent of a half a gallon of gasoline.

* * * * *

* * *

An aluminum can that is thrown away will still 500 years a can A used aluminumbecan is recycled andfrom backnow! on the grocery shelf as a new can, in as little as 60 days. There is no limit to the amount of times an aluminumcan cansaves be recycled. Recycling one aluminum enough energy to run a TV for three hours — or the light bulb can be run for over a day on A 60awatt equivalent of a half gallon of gasoline. the amount of energy saved by recycling 1 pound In away one year the United States, An aluminum can that of is steel. thrown willin still the recycling of steel saves enough energy to be a can 500 years from now! heat and light 18,000,000 homes! There is no limit to the amount of times an aluminum can be recycled. A 60 watt light bulb can be run for over a day on the amount of energy saved by recycling 1 pound of steel. In one year in the United States, the recycling of steel saves enough energy to heat and light 18,000,000 homes!

70% HOME-MADE ENERGY

PAPER RECYCLPAPER ING FACTS RECYCLING FACTS

To produce each week's Sunday newspapers, 500,000 trees must be cut down.

If every American recycled just one-tenth of their newspapers, we would save about 25,000,000 trees a year.

The average American uses seven trees a year in paper, wood, andnewspapers, other products made from To produce each week's Sunday trees. Thismust amounts about 2,000,000,000 500,000 trees be cuttodown. trees per year! If every American recycled just one-tenth of Each ton (2000 pounds) recycled paper can their newspapers, we would save of about save 17 trees, 380 gallons of oil, three cubic 25,000,000 trees a year. yards of landfill space, 4000 kilowatts of energy, andtrees 7000 agallons The average American uses seven year of water. This a 64% energy in paper, wood, represents and other products madesavings, from a 58% water savings, and 602,000,000,000 pounds less of air pollution! trees. This amounts to about trees per year!

* * *

Each ton (2000 pounds) of recycled paper can save 17 trees, 380 gallons of oil, three cubic yards of landfill space, 4000 kilowatts of energy, and 7000 gallons of water. This represents a 64% energy savings, a 58% water savings, and 60 pounds less of air pollution!

034

18%

*

* * * *

GMUND’S ENVIRONMENTAL CHARTER

63%

GENERATING OUR OWN ELECTRICITY

ENERGY USE AND EMISSIONS FROM CORPORATE BUILDINGS PRESENT AN ENVIRONMENTAL BURDEN Gmund has instituted many green practices to lower their impact on the environment. By recycling, generating their own energy, utilizing renewable resources for their paper, and reusing resources throughout their manufacturing processes, Gmund is able to contain their environmental footprint.

resource use raw materials

30%

energy use

42%

water use

25%

land ı

ı

ı

12% ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

pollution emission atmospheric emissions

Energy from our own water turbines Energy from combined heat and power generation for steam production Energy from Bavarian energy company

40%

water effluents

20%

solid waste

ı

other releases 13% ı ı ı

25%

ı

ı

ı

ı

ı

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


29%

ENERGY USE AND EMISSIONS FROM CORPORATE BUILDINGS PRESENT AN ENVIRONMENTAL BURDEN

70% HOME-MADE ENERGY

18%

GMUND’S ENVIRONMENTAL CHARTER

63%

Gmund has instituted many green practices to lower their impact on the environment. By recycling, generating their own energy, utilizing renewable resources for their paper, and reusing resources throughout their manufacturing processes, Gmund is able to contain their environmental footprint.

resource use raw materials

30%

energy use

42%

water use

GENERATING OUR OWN ELECTRICITY

25%

land ı

ı

ı

12% ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

ı

pollution emission atmospheric emissions

Energy from our own water turbines Energy from combined heat and power generation for steam production Energy from Bavarian energy company

40%

water effluents

20%

solid waste

ı

25%

other releases 13% ı ı ı

ı

ı

ı

ı

ı

THE GMUND THE PROMISE GMUND PROMISE 100% 100% FSC CERTIFIED OR CONTROLLED FIBERS

SUSTAINABLE FSC CERTIFIED RAW MATERIALS OR CONTROLLED FIBERS

Over 70% FSC certified pulp less than 30%: controlled fibers

THINK GREEN ACT GREEN THINK GREEN – HONEST ACT GREEN – HEARTS HONEST BRING HEARTS GENUINE BRING ACTIONS GENUINE AND LEAD TO ACTIONS A GREEN AND LEAD TO FUTURE A GREEN FUTURE

ABOUT 7% OF THE ABOUT 7% OFWORLD’S THE FORESTS ARE WORLD’S CERTIFIED FORESTS ARE FOR SUSTAINCERTIFIED ABILITY. FOR SUSTAINABILITY. Gmund only buys pulp from forests that are certified as sustainably managed, where new tress are planted to replace the ones that are cut. They also have been using alternative raw materials, such as cotton linters and hemp fibers, for many years.

Gmund only buys pulp from forests that are certified as sustainably managed, where new tress are planted to replace the ones that are cut. They also have been using alternative raw materials, such as cotton linters and hemp fibers, for many years.

FIBER + WATER + ENERGY = PAPER

GMUND AND GMUND REAND CYCLING RECYCLING

The paper we use for printed communications is typically made up of wood fiber plus a variety of surface treatments, such as starch, latex, and clay, and dyes that determine color and brightness. Paper also carries a significant “ecological shadow” of energ y consumption, bleaching chemicals, and water used in its production.

SUSTAINABLE 5%: cotton, hemp, and other fibers that are not derived from wood RAW MATERIALS Over 70% FSC certified pulp less than 30%: controlled fibers 5%: cotton, hemp, and other fibers that are not derived from wood

Gmund has an in-house environmental program ensuring that they maintain strict environmental standards accross the company. They monitor progress constantly, which has enabled the reduction of the amount of waste that occurs in all areas of their business to a minimum. Gmund has an in-house environmental program ensuring that they maintain strict environmental standards accross the company. They monitor progress constantly, which has enabled the reduction of the amount of waste that occurs in all areas of their business to a minimum.

1

2

3

4

5

6

7

8

9

10

11

12

Requires conventional or hazardous waste landfill

SLOW DOWN (YOU MOVE TOO FAST) HUMAN PROGRESS NEVER ROLLS IN ON WHEELS OF INEVITABILITY.

GHG Emissions in CO equivalent g/tkm ²

Compatible with incineration

Made with nonrenewable energy; high embodied energy Made from nonrenewable resource; known toxic impact

!

AVOID

/

Fully recyclable; fully compostable; reusable

Made with nonrenewable energy; low embodied energy Made from conventional renewable resource

DESTINY ENERGY IMPACTS SOURCE

Made from sustainably harvested, renewable resource; no known toxicity

+

CAUTION

— DR. SEUSS, The Lorax

SUSTAINABILITY SCORE CARD

UNLESS SOMEONE LIKE YOU, CARES A WHOLE AWFUL LOT, NOTHING’S GOING TO GET BETTER. IT’S NOT.

PREFERRED

The paper we use for printed communications is typically made up of wood fiber plus a variety of surface treatments, such as starch, latex, and clay, and dyes that determine color and brightness. Paper also carries a significant “ecological shadow” of energ y consumption, bleaching chemicals, and water used in its production.

Made with rewable energy; very moderate embodied energy

FIBER + WATER + ENERGY = PAPER

1200

CO EMISSION BY MODE OF TRANSIT ²

1000

800

600

400

200

— DR. 0 MARTIN LUTHER KING, JR. Air Truck

Train

Ship

“I’ll overnight it to you” suddenly seems less “efficient”

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

035


036

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outco me Using recycled paper, a book was created, introducing the reasons why consumerism has created such problems for our environment and explores solutions that can change the way we live. Twenty five swatch cards are held with a minimalistic band, each has a different message, creating interaction while displaying the different papers .The poster includes elements found in the swatch cards and the book. The paper line triggers a shift in behavior and promotes an exchange of ideas as the materials can be shared.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

037


OLD IS NEW AGAIN

03

objecti ve Update an existing tea line packaging’s look and feel without losing its key attributes. overview Twinings is famous for its cream and black packaging, and its long British heritage. But how can its look and feel change to compete against other similar tea lines, while being true to its history?

specimens

class name

Six tea products:

Packaging design 2

· 3 different flavored loose leaf tins

instructor

· 3 different favlor tea bags

Thomas McNulty

· 1 sampler tin · 1 tea strainer · 1 tea tray

038

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

039


inspiration The long British heritage of Twinings was an inspiration to the redesign, but also some of the French luxury brands such as Mariages et Frères, and Fauchon.

040

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

041


042

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

043


044

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

045


046

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome Twinings’ emblem has been reincorporated on top on the tea tins, while the wordmark is used instead, when space is at a premium. A mix of black and white labels and tins with soft highlight colors differentiate the different flavors,and create a more premium, bold look and feel. The choice of a serif typeface for the type treatment, relates directly to the Twinings wordmark and the more traditional aspect of the company.But the oversized, cropped type creates a more modern, edgy look. It also creates an interaction between the tins when they are placed next to each other, as if an exchange was happening.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

047


048

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

049


BEERCELEBRATION

04

Create an identity, poster and event ticket to promote the Oktoberfest 2011 event. overview The German beer festival known as Oktoberfest, is the original festival celebrating beer, German folklore and good cheer. Yet its identity does not reflect today’s Germany or the highlight of the festival: the drinking of local German beer and the gathering of people from all over the country, Europe and the world.

specimens

class name

Identity redesign including:

Identity 3

· 1 promotional poster

instructor

· 1 entrance ticket

050

objective

Gordon Mortensen

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

051


inspiration Early on, the focus for the new identity was made on the actual beer and beer mug, because Oktoberfest is a beer festival that has now become world renown, and is not only part of the German identity, but is an international event.

052

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

053


typeface futura condensed medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefg hi j k l m n opq r s tu v w xy z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ * ()

colors

pantone warm red c c8 m17 v106 k0 b226 g107 b38

054

black

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


OKTOBER

FEST 2011 m端nchen 1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

055


056

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome The new Oktoberfest identity reflects Germany today, with its modern clean typographical treatment, yet its orange colors are reminiscent of autumn colors as well as the golden color of beer. The type treatment is contained in a shape representing the abstract form of a beer mug. While referring to Oktoberfest’s German identity, this logotype and symbol showcase the event as a decidedly modern event, representing today’s German Oktoberfest celebration.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

057


INSPIRING OPTIMISM

05 specimens

Creation of a new annual report and its cover.

objective Create financial reports that inspire investors trust and optimism, in a difficult economy. overview The role of financial reports is to inform current and potential investors on the financial health of a particular company, but also announce any changes, updates, mergers, the company has recently undergone as well as future plans expansion or consolidation. It is a communication and branding opportunity for a company to inspire its audience. The challenge is to communicate this information while keeping the reader interested in the content while communicating trust. class name Graphic Design 2

instructor Thomas McNulty

058

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

059


inspiration Colors blue and white, business travelers, clean, modern four star hotels, were all the inspiration behind the Park Plaza financial reports. The existing identity was minimized and a simpler more straight forward title was created.

060

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

061


062

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

063


064

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome The Park Plaza Hotel financial report for 2010, focuses on creating visual interest using information graphics, along with relevant imagery, bright colors combined with a white background. The layouts create a sort of dialogue with the reader but also within the different parts of the book, discussing all areas of interest to potential and existing investors.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

065


CONSCIOUS URBANISM

06

objective Create an identity for an invented green or eco-friendly event, along with event collateral. overview The Summit on Conscious Urbanism aims to be a point of meeting and exchange for people to work together to make urban areas more environmentally aware and self-sustainable. Architects, scientists, writers, artists, consumers, builders,manufacturers, and inventors are all invited to take part, and key presenters discuss topics in an open forum setting.

specimens

class name

Identity creation and event materials:

Typography 2

· 1 promotional poster

instructor

· 1 entrance ticket · 1 CD and case

Renée D’Arcy

· 1 event brochure · 1 signup form · 1 book

066

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

067


typeface inai mathi

A B C D EFG H I J K L M N O PQ RSTU V W X Y Z abcdefg hi j k l m n opq rstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ * ()

colors

gradient r230 g227 b156 r155 g203 b103

068

30% black

70% black

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


SUMMIT ON

CONSCIOUS

URBANISM

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

069


inspiration Urban architecture that brings nature into the city, with green roofs, parks etc. but also symbols of human activity, such as industry, transportation, were the starting point for this project.

070

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

071


072

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

073


074

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome The Summit on Conscious Urbanism, promotes better urban living, and a better balance between cities and green spaces and brings people of all backgrounds together, to make a difference in their communities. It is a place to learn, share knowledge and leave with new hope for a better tomorrow. The collateral includes an event ticket, brochure, a book, a CD with sounds of nature, a poster and signup form.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

075


HOMEGROWN

07

objective Create a line of 20 grocery store items and rebrand them to make them standout from the competition. overview What if multinationals focused on local economies, got involved at a local level and connected with people.This is what this line of products proposes. Casino is a large global chain, and so by offering its customers a line of products that answers local tastes and customs.

specimens

class name

A variety of grocery store items focusing on the local French market.

Packaging design 4

instructor Thomas McNulty

076

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

077


inspiration A mix of earthy, and modern, the Homegrown product line is a representation of Casino’s past and future combined, and builds links with its customers by showcasing locally produced items. The hand drawn sketches against a clean white backgrounds, make the packaging not only unique but also look raw, putting the emphasis on the product itself.

078

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

079


company overview Casino, is part of the Casino Group, one of the world’s leading food retailers. Leveraging its close ties with customers, the Group has based its development on the ability to anticipate and support new consumer trends. Its multi-format strategy, private-label product ranges, and long-term commitment to corporate responsibility have made the Group a unique, player in the retail sector.

080

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


competitors An quick glance at the look and feel of the competition, showing their identity, quick overview and product lines.

Carrefour operates four main grocery store formats: hypermarkets, supermarkets, cash&carry and convenience stores, and has over 9,500 stores.

There are 1,702 Safeway stores across the US and Canada. Their slogan is “Ingredients for life�. They offer private label and brand name products.

They offer great food, which is also sustainably and ethically sourced. Part of their values are making a difference in their communities and a great place to work. Premium food items.

Tesco is a global retailer with stores in 14 countries. Its aim is to offer outstanding customer service and treat people the way they would like to be treated. They offer good value for the money.

They offer quality items at an affordable price. They also educate their consumer on how to be more eco-conscious.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

081


082

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


die-line An example of a dieline shows how the front, side and back panels interact together, also showing the the contrast between the front and the back.

H

OO MM GGOO EE

WN

. . % 110000%

AASSIINNOO

INGREDIENTS

CAROTTES | 50g PETITS POIDS | 40g EAU | 15g SODIUM | 12g NITRATES | 0g SULFATES | 6g CHLORURES | 2g

. . ASINO 100%

HH OO

vegetables vegetables

C

spring

PAIN de mie sandwich

bread

WW NN

de printemps

C

LEGUMES

M E GRO

. .

MM EE GG RROO

poids net

150g

INGREDIENTS

INO AASSINO

% 110000%

OO MM E GGOO E

ASINO 100%

AASSIINNOO

% 110000%

WN

C

. .

. .

OO MM GGOO EE

HH OO

WW NN

H

C

. . HH

Notre boulangerie “Casino Homegrown”met un point d'honneur à l'élaboration du pain de manière traditionnelle. Elle vous propose un pain frais et croustillant, ainsi que des pains spéciaux : pain de campagne, pain complet, pain de mie, pain aux céréales, baguette...

CC

C

HO

WN

AASSIINNOO % 10 1000%

WW N N

HH OO

. .

L’eau de source de “Casino Homemade”, provient de la source du Barbier, en Corse et est puisé dans la montagne, à plus de 1000 mètres d'altitude, dans une zone non polluée. L'eau est captée puis amenée directement dans la bouteille, sans aucun traitement, lui conférant un goût unique.

CAROTTES | 50g PETITS POIDS | 40g EAU | 15g SODIUM | 12g NITRATES | 0g SULFATES | 6g CHLORURES | 2g

WW NN

C

A consomer de preférence avant ASINO la date indiqué sur le couvercle. 100% A conserver à l’abri M E G RO de la lumière dans un endroit propre, sec et sans odeur.

M E G RO

. . HH OO

poids net

WW NN

C

A consomer de preférence avant ASINO la date indiqué sur le couvercle. 100% A conserver à l’abri M E G RO de la lumière dans un endroit propre, sec et sans odeur.

150g

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

083


084

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

085


086

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

087


088

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome A line of products showing a wide range of items, presented in white packaging with black tops.The main focus of the packaging on the front panels, are the hand drawn products, in their raw form with the Casino “Homegrown� sub-brand, which was made into a stamp. The back panels carry the die cut windows, which relate to the shape of the product. The ingredients and other necessary information is presented in a clear typographic style, on the back panel. This system presents Casino as a modern, and forward thinking company.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

089


BRIDGING THE GAP

08

objective Redesign the San Francisco Yellow Cab company brand so it becomes a symbol of the city. overview Create an identity, unique to the San Francisco Yellow Cab, while creating a link with the company and the city itself. Using both the history of the city and the company, find a symbol intrinsically linked to both but adapting it in a way that is creative yet still easily recognizable by both locals and tourists alike.

specimens

class name

A brand redesign, mobile application, business stationery and brand

Identity 2

style guide.

instructor Thomas McNulty

090

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

091


typefaces

X

X

trade gothic condensed #18

A BC D EFG H I J K L M N OPQRSTU V W X YZ a bcde fg h i j k l m n o pq r stu v w xyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ *()

SAN FRANCISCO

trade gothic bold condensed #20

YELLOW CAB

X

X .3X

A B C D E FG H I J K L M N O P Q R STU V W X Y Z a bcde fg h i j k l m n o pq r s tuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ *()

.5X

colors

yellow cab yellow coated: co m20 y100 k0 uncoated: u m12 y100 k0 r255 g204 b000 hex# ffc00

092

30% black

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


SAN FRANCISCO

YELLOW CAB

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

093


inspiration The Golden Gate Bridge, a symbol known around the world for for a symbol of the city of San Francisco, but shown from a different perspective, was taken as symbol for the new identity. Combined with two variations of Trade Gothic, it grounds the symbol firmly rather than let it float.

094

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

095


096

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1-800-896-taxi

SAN FRANCISCO

YELLOW CAB

“

make a reservation about us contact us location

it is not the destination that matters but the journey.

�

welcome to our website. we are a cooperative of taxi drivers in san francisco. what makes us different?we own our taxis and offer our clients the best service possible, as weown and manage our own taxis, as well as shares in the company. our drivers also must have a minimum of sevenyears of working as a taxi driver in san francisco, whichgivesaunique levelofexpertise.socome and experience the real san francisco, with our new fleet of vehicles.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

097


098

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

099


100

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

101


102

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome Taking the Golden Gate Bridge, the quintessential San Francisco landmark, inspiring both fascination and affection, as the starting point for the creation of an identity. The challenge was to create a unique viewpoint of the landmark that would be both unique yet easily recognizable by both locals and tourists.The style guide creates the look and feel of the brand, with an updated, edgy feel. The San Francisco Yellow Cab has a style of its own, referring both to the company’s past and present role in the city: linking people together. By using the Golden Gate Bridge as the main symbol, the bridge, which also acts as a link between people, also shares its attributes of strength and beauty with the company.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

103


LEGENDARY FISHING

09

objective Create a line of products geared towards the discriminating leisure fisherman, who considers fishing more than a sport but an art. overview Fin-Nor has been known for creating quality deep-sea fishing equipment (and more), and for breaking records with the size of fishes, its fishing poles, and reels have been catching around the world. Translate the company’s values and history into its identity and packaging design.

specimens

class name

5 fishing items packaging and a brochure including:

Packaging 4

· Fly-fishing reel

instructor

· Fishing pole

Thomas McNulty

· Fishing line · Fishing bait · Tackle box

104

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

105


typeface copperplate

A B C D EFG H I J K L M N O PQ RSTU V W X Y Z a bcde fg h i j k l m n o pq r s tu v w xy z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % & ^ * ()

colors

106

red c15 m100 y90 k10

pantone 1205

pantone 871c

black

pantone 209

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

107


inspiration Material reference was key in this project, as the rich mahogany tones are referred to in the choice of wood grain, the polished brass elements found on luxury sail boats for example, are shown with the choice of colors on the back panels but also in the logo treatment.The marlin fish, being key to the Fin-Nor brand, it was redesigned to communicate energy and strength.

108

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

109


110

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


die-line A line geared towards the male fishing audience that reflects the legendary Fin-Nor quality and brand, with rich mahagony colors and a logo that expresses energy, and strength.

The Fin-Nor difference

SINCE 1933

LEGENDARY Fin-Nor has taken the quality of material and the focus on detail to the very next level, bringing you all of the pleasure of fishing, without the hassle. Our fly fishing reels are lightweight, smooth, and dependable. Everything you would expect from Fin-Nor.

LEGENDARY

SINCE 1933

LEGENDARY

w w w. finnorfishing .com

Fly Fishing Reel

F I S H L I K E Y O U M E A N I T.

FIN123CL

Weight 3.5oz - Capacity 120yd./12lb

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

111


112

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome Packaging for a line of products including fishing line, a fly-fishing reel, a bait box, a lure and a fishing pole. The set includes a brochure, listing out all of the product line items. The packaging itself has been made unique, as each of them includes a curve following the product’s form. Most of the packaging carries a wood grain and the logo, which has been redesigned,carries a mix of red,which matches the mahogany wood grain, and brass tones combined with a white background. The back panel, in contrast is lighter, and has an old world map as a background, to underline the international competition Fin-Nor often participates in around the world.Strategically positioned die-cut windows have also been created, to give the customer a glimpse of the product.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

113


SLOW FOOD

10

objective Create a website and applications relating to a non-profit movement. overview Create a website promoting the slow food movement, which was created in Italy in the 1980’s in response to fast food restaurants opening up all over Europe. Its values are cooking good wholesome meals and taking its time eating them. Going back to its roots, the multiple French and Italian meals were taken as an inspiration to the creation of a website and the look and feel of the website was then applied to actual application.

specimens

class name

Webdesign and identity redesign:

Graphic design 3

· Cooking tools and recipe card

instructor

· Website promoting slow food · Fresh herb planting kit

Jenny Ji

· Mobile application

114

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

115


inspiration The emblem of the snail is in reference to taking your time when eating and enjoying your meal. It is also a link to nature and the wholesome ingredients slow food meals are based on.

116

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

117


118

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

119


120

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

121


slow food on the go The slow food iphone application, helps users locate slow food grocery stores, restaurants and find recipe ideas on the go.

122

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

123


124

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


cooking utensils A set of salad tongs or other cooking utensils, with Slow Food recipes, would help people eat healthier meals and explore different items they may not be used to eating.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

125


126

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome A website was created, which represents a table set with several types of silverware and shows multiple courses available. It is reminiscent of the 6 course meals found in France and Italy and where people will take 2 to 3 hours to eat. The different silverware types represent different links. Applications were also created to promote this movement such as the recipe card attached to cooking utensils, or the iPhone application, which shows its users where slow food restaurants and stores are located in their area. Another application is a fresh herb kit, to encourage people to grow their own food, so they can enjoy good, flavorful meals.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

127


CHILDHOOD IS CALLING

11

objective Choose a pharmaceutical company and create a novel product line. overview Childhood shouldn’t stop because of juvenile diabetes. Type 1 diabetes takes a heavy toll on children’s lives because of the routine related to it, and because it is a life threatening condition, it is important children stay motivated to test their blood glucose levels, and learn to care for their health. The creation of this line was made possible because of an exchange that occurred, after interviewing a pediatrics nurse, a type 1 diabetic patient, and after extensive research through online blogs and medical reviews.

specimens

class name

A pharmaceutical packaging line:

Packaging design 3

· Glucose tester

instructor

· How to brochure · Insuline dispenser

Thomas McNulty

· Feet lotion · Vitamins · Stickers · Lancets · Socks

128

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

129


inspiration Childlike drawings and colorful typefaces to give a friendly face to this pharmaceutical line. Children are the main inspiration here, so although it is aimed to children with type 1 diabetes, the line keeps in mind the fact they are not just patients.

130

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

131


custom type studies

60 lancets

FOR KIDS

A series of different logotype were created, with a childlike quality, to create a more friendly subdiabetes kit brand. The two studies shown below led the final FORtoKIDS logo type.

80 vitamins

FOR KIDS

insulin dispenser

60 lancets

FOR KIDS

FOR KIDS glucose tester

FOR KIDS

insulin dispenser insulin dispenser

60lancets lancets 60

tester FORglucose KIDS FOR KIDS FOR KIDS

FOR FORKIDS KIDS

insulin dispenser

FOR KIDS

60 lancets

glucose packs

feet socks feet cream

80 test strips

FOR KIDS FOR KIDS

FOR KIDS

80 test strips

FOR KIDS

diabetes kit

FOR KIDS

FOR KIDS

FOR KIDS

feet cream

glucose tester

FOR KIDS

glucose packscream feet glucose tester

FOR KIDS 80 vitamins glucose tester FOR FORKIDS KIDS

KIDS KIDS FOR FORFOR KIDS

80 vitamins

80 test strips

FOR KIDS FOR KIDS feet socks

FOR KIDS

insulin dispenser

FOR KIDS

FOR KIDS

FOR KIDS

FOR feetKIDS socks

FOR KIDS

80 vitamins

glucose packs

glucose packs

feet socks

glucose packs

FOR KIDS

insulin dispenser

FOR KIDS

80 vitamins

FOR KIDS

FOR KIDS

diabetes kit

FOR KIDS

diabetes kit

FOR KIDS insulin dispenser

FOR KIDS

80 test strips

FOR KIDS

132

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

di

FO


custom typeface Using a combination of different handrawn typefaces, a unique logotype was created to fit with the rest of the line and sub-brand.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

133


detail Each critter represents a product and relates directly to it because of its look or use, such as Jake the snake, represents the insuline dispenser.

Buff-stuff is an energy glucose gel to use when your glucose levels drop and need a little boost.

134

Fuzzy is always cold and reminds you to keep your feet warm and protected by wearing your soft and cozy socks.

Jake is a friendly snake who helps you dispense your insuline when you need it.

Rainbow loves fruits and vegetables and carries all the nutrients you need to stay healthy.

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


Al has dry scaly skin, and is there to remind you to moisturize your feet.

1

2

3

4

5

6

7

8

Benny has a pointy beak just like your lancet tips, and is there to poke your fingertip when you need to check your blood glucose levels.

9

10

11

12

Missy is a tiny glucose tester that fits in your pocket so you can be sure to test your blood glucose levels wherever you are.

Sweets is a gentle hummingbird, as gentle these test strips when testing your blood glucose levels.

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

135


136

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

137


en

ile

juv

en en

ile ile

d be

te ZAN s-

IMO - Pifizer tar g

d d

e

e

et

ed

e

As your As your partner partner in diabetes in diabetes care care we we welcome welcome your your calls calls at at 1 800 1 800 926926 4666 4666

juv

juv

ia

ca

r

e

As your partner in diabetes care we welcome your calls at 1 800 926 4666

120

for

i f i z-ePr i tf i z e r t I M O -I MPO arg arg Z A N- Z A N et e ss ed ted te ete ca ca b r r ia

for

for

be

120

ia

1

d

e

ile

120

IMO - Pifizer tar ge ZAN te I M O -ePs i-f i z e r t a r d t ge ca te be d r ia ca r

1

1

ile

d

ile

d be

te ZAN s-

IMO - Pifizer tar g

e

e

et

d d

e

ed ca e juv

en

ile

r

for

d

en

ile

d

for

ile

juv

d

en en

ile ile

d d

ia

be

te ZAN s-

IMO - Pifizer tar g

e

e

et

i f i z-ePr i tf i z e r t I M O -I MPO arg arg Z A N- Z A N et e ss ed ted te ete ca ca b r r ia

en

juv

be

juv

for

ia

for

ed

e

juv

e

for

IMO - Pifizer tar ge ZAN te I M O -ePs i-f i z e r t a r d t ge ca te be d r ia ca r

ca

r

e

As your As your partner partner in diabetes in diabetes care care we we welcome welcome your your calls calls at at 1 800 1 800 926926 4666 4666

ile

ZAN s-

As your partner in diabetes care we welcome your calls at 1 800 926 4666

en

te

Lot# Lot# L0236 L0236 Exp. Date Exp. Date 10/2012 10/2012 Exp. Date 10/2012

Exp. Date 10/2012Lot# L0236

en

be

As your partner in diabetes care As your partner in diabetes care at we welcome your calls we welcome 1 800your 926 calls 4666 at 1 800 926 4666

ile

juv

i f i z-ePr i tf i z e r t I M O -I MPO arg arg Z A N- Z A N et e ss ed ted te ete ca ca b r r ia

en

juv

be

juv

appropriate test use.strips according regulations. to your state’s Dispose of your used regulations. test strips according to your state’s regulations.

Lot# L0236 Lot#Date Exp. L0236 10/2012

poke your finger tip when you like lancet need tips to andcheck is there to glucose your poke your finger tip when you need to check your glucose

for

ia

LANCET SIZE

LANCET LANCET SIZE SIZE

LANCET SIZE

80 LANCETS 80 LANCETS 80 LANCETS

for

ia

for

Check with your

Check with your physician for appropriate use. Dispose of your used Check your test stripswith according for tophysician your state’s appropriate use. regulations. Check with your Dispose of your used physician for Check with your test strips according appropriate use. for juvenile diabetes relief poke your finger tip when you physician for to your state’s Dispose of your used appropriate use. need to check glucose regulations.Check with your for juvenile diabetes relief “Benny” has ayour pointy beak just test strips according physician forDispose of your used to your state’s like lancet tips and is there to appropriate test use.strips according for juvenile diabetes relief regulations. has a pointy beak just poke your finger tip “Benny” when you to your state’s Dispose of your used like lancet and isbeak there to need to check your glucose regulations. test strips according “Benny” hastips a pointy just to your state’s poke your finger tip when you like lancet tips and is there to regulations. need to check “Benny” has a pointy beakyour just glucose

80 LANCETS

d

ia

for juvenile TEST diabetes STRIPS relief “Sweets” is a gentle120 hummingbird, as gentle as these test strips 120 TEST relief STRIPS for juvenile diabetes “Sweets” is a gentle hummingbird, when testing your blood glucose asSTRIPS gentle as test strips 120 TEST“Sweets” is these a gentle hummingbird, when testing your blood glucose as gentle as these test strips “Sweets” is a gentle hummingbird, when testing your blood glucose as gentle as these test strips when testing your blood glucose

ile

IMO - Pifizer tar ge ZAN te I M O -ePs i-f i z e r t a r d t ge ca te be d r ia ca r

As your As your partner partner in diabetes in diabetes care care we we welcome welcome your your calls calls at at 1 800 1 800 926926 4666 4666

en

e

juv

ZAN s-

for

te

As your partner in diabetes care we welcome your calls at 1 800 926 4666

en

be

As your partner in diabetes care As your partner in diabetes care at we welcome your calls we welcome 1 800your 926 calls 4666 at 1 800 926 4666

juv

ia

relief

for

test strips according appropriate use. for juvenile relief “Sweets” is adiabetes gentle hummingbird, physician for to your state’s Dispose of your used as gentle as these test strips appropriate use. regulations.Check with your 120 TEST STRIPS test strips according for juvenile physician forDispose of your used when testing your blood glucose diabetes relief to your state’s

STRIP SIZE

LANCET SIZE

235 East 42nd St. NY, NY 10017 235 East 42nd St. NY, NY 10017

d

en

120

Lot# Lot# F0146 Exp. Date Check with your F0146 06/2013 physician for Lot# Exp. Date appropriate use. F0146 Exp. Date Dispose of your used 06/2013 Check your test stripswith according 06/2013 for Exp. Date tophysician your state’s appropriate use. regulations. Check with your 06/2013 Dispose of your used physician for

STRIPSTRIP SIZE SIZE

STRIP SIZE

n tri-bevel tip 80 Ultra Fine lancets, e bag, tri-bevel enclosedtip in ast 42nd St. CONTENTS lancets, Y 10017 80 Ultra Fine sealed enclosed protectiveinbag, tri-bevel tip sealed lancets, protective bag, enclosed in Eastsealed 42nd St. NY 10017 protective bag,

juv

ZAN s-

STRIP SIZE

120 TEST STRIPS

80 LANCETS

and ease ofdesigned use. were specifically CONTENTS with children in mind, for safety 80 use. Ultra Fine and ease of CONTENTS

1

Lot# F0146 Lot#Date Exp. F0146 06/2013

ancet from packag235 East 42nd St. twist the tip off, insert NY, NY 10017 g device, and use as STED USE physician or by your e lancet from packagdance with your n twist the tip SUGGESTED off, insert USE device’s manufacturer. ng device, and use as lancet Remove SUGGESTED USE from packagancets arephysician ultra thin or d by your ing, then lancet twist the tip packagoff, insert Remove from erdance specifically designed with your in lancing device, and use as SUGGESTED USE ing, then twist the tip off, insert dren in mind, for safety device’s manufacturer. directed by your physician or in lancing device, and use as lancet from package ofRemove use. in accordance with your lancets are twist ultra thintipbyoff, for or juvenile diabetes relief directed your physician ing, then the insert lancing device’s manufacturer. re in specifically designed in accordance your lancing device, and usewith as ildren in mind, for safety device’sare manufacturer. directed bylancing your physician or Zanimo lancets ultra thin se of use. in accordance with your and were specifically designed Zanimomanufacturer. lancets are ultra“Benny” thin has a pointy beak just for juvenile diabetes relief lancing device’s with were children in mind, for safety and specifically designed like lancet tips and is there to and ease of use. with children in mind, for safety Zanimo lancets are ultra thin

ne ag, p and

ile

vegetables and carries all the “Rainbow” nutrients loves fruits youand need to stay healthy vegetables and carries all the nutrients you need to stay healthy

ED USE 235 East 42nd St. ith the Zanimo blood NY, NY 10017 ester. No coding y. Once a drop of STED USE gathered, place the with the Zanimo blood n proximity of it, and USE etrip tester. No coding will suck it SUGGESTED in. ary. Once drop of with USE e strip into a the Zanimo For use the Zanimo blood SUGGESTED s gathered, the tester. No coding ucose tester place and wait glucose Forit,use with the Zanimo blood psults. inSUGGESTED proximity of and necessary. Once drop of USE tester. Noacoding strip will suck glucose it in. blood is gathered, the necessary. Once a place drop of the Zanimo blood he For stripuse intowith the Zanimo test strip in proximity of it, the and blood is coding gathered, place glucose tester. No glucose tester and wait the test will it in. strip in proximity it, and necessary. test Once a strip drop of suckof ng results. Place the strip into the od blood is gathered, the test strip will suck it Zanimo in. place the for juvenile diabetes blood glucose tester and wait Place the strip into the Zanimo test strip in proximity of it, and se forwill thesuck results. blood glucose the test strip it in. tester and wait

e ding for the d Place the strip intoresults. the Zanimo blood er, for blood glucose tester and wait CONTENTS est Pfizer for the results. 120 no coding yicals use CONTENTS needed, blood the 120 no coding glucose test ood needed, blood strips. Only use ester,CONTENTS for glucose test by 120 no st Pfizer 42nd St. coding them with the strips. Only use euticals needed, bloodZanimo blood 10017 them with the for glucose tester, glucose test Zanimo blood strips. Only use children, by Pfizer glucose tester, for them with the Pharmaceuticals children, by Pfizer EastZanimo 42nd St.blood Pharmaceuticals NY 10017 glucose tester, for children, by Pfizer 235 East 42nd St. Pharmaceuticals NY, NY 10017 235 East 42nd St. ED USE NY, NY 10017

for

te

TABLET SIZE

TABLET TABLET SIZE SIZE

TABLET SIZE

90 VITAMINS 90 VITAMINS 90 VITAMINS

en

be

TABLET SIZE

90 VITAMINS

juv

120

People with medical concerns should check with their physicians before People medical using this with or dietary concerns should supplement. check with their People with medical for juvenile “Rainbow” lovesdiabetes fruits andrelief physicians before concerns should People with medical vegetables and carries all the using this or dietary check with their concerns should nutrients you need to for stayjuvenile healthy diabetes relief supplement. physicians before with their People with check medical using this or dietary for and juvenile diabetes relief “Rainbow” loves fruits physicians before concerns should supplement. vegetables and carries all the using this or dietary check with their for juvenile diabetes relief supplement. physicians before “Rainbow” loves fruits and nutrients you need to stay healthy using this or dietary vegetables and carries the “Rainbow” loves fruitsalland nutrients you need to stay healthy supplement.

diabetes relief

90 VITAMINS

TS vitamin D. growth alline ca including bone Strearic supporting OTHER calcium and etable ood vitamin D. INGREDIENTS OTHER Microcrystalline INGREDIENTS Cellulose. Strearic m Microcrystalline Acid, Vegetable st 42nd St. Silica OTHER Cellulose. Strearic 10017 INGREDIENTS Cellulose, Acid, Vegetable Food MicrocrystallineMagnesium Cellulose, Strearate, Silica Cellulose. Strearic Magnesium Coating, Acid, Vegetable Strearate, Vegetable Silica Food EastCellulose, 42nd St. Coating, Glaze. NY 10017 Magnesium Vegetable Food Strearate, Silica Glaze. 235 East 42nd St. Coating, NY, NY 10017 Vegetable Food 235 East 42nd St. Glaze. NY, NY 10017

As your partner in diabetes care As your partner in diabetes care at we welcome your calls we welcome 1 800your 926 calls 4666 at 1 800 926 4666

for 1

ia

ED USE blet daily with or meals or as ended by your STED USE . ablet daily with or tamins a as daily SUGGESTED USE n mealsisor min that mended provides by your Take 1 tabletUSE daily with or SUGGESTED e nutrition for children, an. between meals or as bone growthTake 1 tablet daily with or recommended your SUGGESTED USE is and a daily between meals by or as gvitamins calcium physician. amin that provides recommended daily with or by your . Take 1 tablet te between nutrition for children, physician. meals or vitamins as Zanimo is a daily g bone growth recommended by your that provides multivitamin Zanimo vitamins is a daily ingphysician. calcium and complete nutrition for children, multivitamin that provides ne D. for juvenile including bone growth complete nutrition for children, Zanimo vitamins is a daily earic supporting calcium and ablemultivitamin including bone growth that provides vitamin D. supporting complete nutrition for calcium children,and

235 East 42nd St. NY, NY 10017

138

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

139


140

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


outcome A fun family of critters for Pfizer, that relates to each of the products in the line. The inside of the packaging is more fun and friendly and comes with stickers and a how to guide, so children take control of their condition and learn how to take care for their symptoms. This line of products brings childhood back into the lives of young type 1 diabetic patients. Zanimo creates a positive exchange between the parents, the patient, the doctors and the medical routine necessary to controlling type 1 diabetes symptoms.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

141


142

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

143


GLOBALVILLAGE

12

objective Working closely with the Clif Bar management team, create a new identity for the company’s Family Foundation. outcome A unique identity that creates a voice for the Clif Bar Family Foundation was developed, which regroups the company’s core values, such as supporting grass root organizations worldwide and helping them become successful. A set of business stationery items were created, as well as a homepage update. The identity was then placed on applications.

specimens

class name

An identity redesign with a new

Identity 2

business stationery set and website.

instructor Thomas McNulty

group Genevieve Smith Gina Rodriguez Bovornrat Kasemkamolkij

144

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

145


typeface eagle

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefg hi j klmnopqrstuv wxyz 12 34567890! @ # $ % &

^ * ()

FAMILY FOUNDATION colors

pantone burnt orange C0 M79 Y100 K11 hex # D9531E

146

black

70% black

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


FA M I LY F O U N DAT I O N

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

147


A

B A

B

C

inspiration The letter C, which stands for Clif Bar was an inspiration to the new identity, along with the elements of nature such as leafs, wood, trees, and togetherness represented in the shape, which contains the different elements.

D C C

F F

E D A

F

E D B

G GD

HHE

G

H

F EC

FI I

H

G

I

I

148

I

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

149


150

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


about us

FA M I LY F O U N DAT I O N

| seeking a grant

our history

|

seed matt ers

organizations we support

| o u r t eam news

our mission the clif bar family foundation supports innovative movements, associations, peopleandgroups,workingtostrengthenourcommunities,andsafeguardour environment andnature.webelievethatbycaring for eachotherweofferfuture generations a chance to enjoy a better quality of life. giving back is key to clif bar and through our family foundation, we are better able to help, by donating, time, money and expertise to small grassroot organizations.

all rights reserved

1

2

3

4

5

6

7

8

9

10

11

12

2010

clif bar family foundation | a parent company of the clif bar | contact | about

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

151


152

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


overview The Clif Bar Family Foundation’s main goal is to bring much needed relief to non-profit organizations locally but also on a global level, by trying to make a difference in their communities. Their involvement not only includes sharing resources, helping raise awareness, and donating their time onsite when needed. Just like neighbors who look out for each other in a village, the Clif Bar Family Foundation is a beacon of hope in these challenging times. Supporting causes they believe in, not because it looks good on paper, but because it is the right thing to do.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

153


154

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

155


156

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


platform Mac | Adobe Creative Suite 5

typefaces FS Lola, regular, medium and bold

paper Gmund | Blanc Beige | 120 g/m2

cover Hardcover linen fabric confederate outside and smoke linen inside

end-sheets Canson Mi-Teintes

photography Genevieve Smith | iStock Photo

lighting Lowell ego

printer Copy Top Trocadero +33 (0)1.56.26.53.26

press HP Indigo 5500 & 7000

bindery Kristin Dunn Bookbinding

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

157


THANK YOU MERCI GRACIAS GRAZIE

158

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O


This portfolio would not have been possible without the lo ve and support my family has given me throughout my studies, along with my classmates, the design teams at Landor, Interbrand and CB’a Paris, for sharing your experiences and feedback with me. I thank the whole of the Academy of Art University, Graphic Design department, in particular, Scott Rankin for showing me the possibilities of design in his graphic design 1 class. Amy Broadbent for her encouragements and showing me how attention to detail is key, in her Materials and Comping Techniques class, David Hake, Renée D’Arcy and Ariel Grey for instilling in me a love of typography,Thomas McNulty who has had a tremendous impact on my development as a designer, through his mentoring in packaging design , identity and graphic design classes. And lastely but not least, I would like to thank Mary Scott, Anitra Nottingham and my portfolio instructor, Jeremy Stout, for pushing their students for excellence, and maintaining the high level of the program.

1

2

3

4

5

6

7

8

9

10

11

12

EXCHANGE | G E N E V I E V E S M I T H P O R T F O L I O

159


Exchange Portfolio  

This portfolio is a gathering of several projects Genevieve completed during her graphic design studies at the Academy of Art University in...

Read more
Read more
Similar to
Popular now
Just for you