INTRODUCTION At an early age I began collecting passport stamps instead of toys. Traveling wherever we could, it formed a deep desire for me to explore the world. Growing up in both Italy and Denmark, my parents encouraged me to be curious and learn as much as possible. I found a spark in me that lit a fire for graphic design and between an American boyfriend and graduating high school, I moved to foreign land across the world to pursue my dreams. Little did I know, these worldly travels would greatly influence my outlook as a designer. Once I began learning the basics of design in America, I discovered sides of me I probably would’ve never unveiled had I not left. In a country full of diversity I learned to appreciate my nationalities as I drew inspiration from both. Denmark taught me the core aspects of form & simplicity. My Italian half pumps soul and passion into my designs, together with a strong love for old-world story telling. Cultural differences fuel my creativity, and I now find myself chasing that perfect balance between the three.
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TABLE OF CONTENTS 04 ACQUA & FARINA 12 20
COL
SUNPAINT
30
THE SILL 38
50
HOLGA
56 66
SOAK
Ã…RHUS
SURPLUS
74
OVELLE
01
in good taste. ACQUA & FARINA category
typefaces
industry
keywords
art director
deliverables
course
duration
branding, packaging food service sean bacon
advanced typography
custom, mrs. eaves personalized, rooted logotype, packaging, environmental 8 weeks
overview Acqua & Farina is a high-end pizzeria delivering a unique to-go experience in Little Italy, New York. The objective was to create a visual language emphasizing how each customer plays an indispensable role for the restaurant. Acqua & Farina is tailored towards upper-middle class professionals ranging from 25 to 40 years of age, who are looking for brands with that extra touch of personality. With that in mind, a brand experience was created to give back to each customer. solution To tie back to its roots I created a custom logotype inspired by vintage Italian street and storefront signage. Traditional Vespa scooters deliver pizza boxes with the order handwritten by the chef, to showcase the added effort put into the whole process as well as truly bringing the restaurant experience into their homes. The softness and femininity of Mrs. Eaves pays tribute to the great Italian grandmothers known for pouring love and passion into every meal. Warm, inviting tones of mustard yellow, brown and white tie the whole brand together by referencing the authentic grain used for the flour and the simple yet durable material of the packaging.
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smag for det gode. overblik Acqua & Farina er et high-end pizzeria i New York’s hippe Little Italy kvarter som leverer en unik to-go oplevelse. Målet var at skabe et visuelt sprog som understregede hvorledes hver kunde spiller en særlig rolle for restauranten. Acqua & Farina er rettet mod den professionelle fra øvre-middleklassen i alderssegmentet 25 til 40 som søger individuelle og personlige brands. Med dette i tankerne, blev en grafisk identitet i stand til at skabe en helt særlig brand oplevelse hos hver enkel kunde udviklet. løsning Inspireret af vintage italienske gade- og butiksskilte skabte jeg en custom logotype. Traditionelle Vespa scootere udbringer pizzaer med kokkens håndskrevne bestillinger for at understrege den ekstra indsats og autentiske restaurantoplevelse som bliver lagt i hele processen. Som en hyldest til de italienske bedstemødre, altid kendt for deres kærlighed og passion for mad, er den feminine og runde Mrs. Eaves blevet brugt. Sammen med den rundhåndede brug af varme sennepsgule, brune og hvide farver understreges brandets tilknytning til autentiske råvarer og holdbar indpakning.
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A perforated seal makes opening the pizza box feel like opening a personal gift.
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02
staying on track. COL category
typefaces
industry
keywords
art director
deliverables
course
duration
interactive
fitness tracker bradford prairie portfolio
euclid circular clean, masculine mobile app 6 weeks
overview COL was created for the skier who wants to track their activity in a complete and accurate way. To distance itself from its competitors, COL knew they needed to always be available on the go, no matter the conditions. As a fast paced sport, an app able to showcase the collected data at a quick glance in a very clear and concise way was developed. solution To keep the app as functional as possible I chose Euclid, as its geometric and monolinear features leave behind anything that can be regarded as superfluous. A palette of black with high contrast colors was chosen to promote legibility when in the snow. COL uses the accelerometer and GPS to automatically track jumps and tricks by detecting when a user catches air time. A calendar allows users to look back at their past runs to follow their own improvement and the social aspect of adding and comparing results of favorite users on the map encourages personal improvement. The brand of COL further extends to show exclusive data thanks to its Apple Watch integration.
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på det rette spor. overblik COL blev oprettet til skiløberen, der ønsker at tracke sin aktivitet på en komplet og præcis måde. For at distancere sig fra sine konkurrenter, vidste COL at deres app var nødt til altid at være til rådighed på farten, uanset omstændighederne. Med en hurtig sport i tankerne blev en app i stand til at fremvise det indsamlede data så klart og let at læse som muligt udviklet. løsning For at holde appen så funktionel som muligt valgte jeg Euclid, da dens geometriske og monolineære look undgår alt det, der kunne betragtes som overflødigt. En farvepalette af primært sort med høj kontrastfarver blev valgt for at fremme læsbarhed i sneen. COL bruger accelerometer og GPS til automatisk at spore hop og tricks, ved at registrere, når en bruger befinder sig i luften. En kalender giver brugerne mulighed for at se tilbage på deres tidligere løb, for at følge deres egen forbedring, og det sociale aspekt ved at tilføje og sammenligne resultater af favoritbrugere på kortet tilskynder personlig forbedring. COL branded udvider sig yderligere med at vise eksklusive data takket være sin Apple Watch-integration.
WIREFRAMES
main map users can see their performance at a quick glance. when not in use, the map will display the last trip.
detailed map on the main map, users can access a detailed section of their trip.
jump tracker thanks to motion sensors, COL tracks and displays individual jumps.
nearby users COL focuses on personal tracking, but allows users to favorite other skiers.
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past runs users have the ability to check on their past runs to track improvement.
profile a dedicated section allows users to keep the app exactly as needed.
favorite users users can check up on their favorite users performance and location.
weather an in depth, ski-tailored weather section makes skiing safely an easy task.
sos in case of emergency, COL offers onetouch live assistance for quick help.
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03
dip into the fun. SUNPAINT category
typefaces
industry
keywords
art director
deliverables
course
duration
branding, packaging skincare
sean bacon, bradford prairie portfolio
souvenir
fun, engaging packaging, branding 8 weeks
overview At an age when kids may not be able to grasp the benefits, there are little to no factors that make sunscreen application a fun part of any outdoor activity. With its tinted and gradually vanishing protection feature, Sunpaint wanted to solve this problem by creating a product that makes safety in the sun fun for both the child and the parent. Sunpaint targets parents, children between the age of 3 to 14 or any child at heart. solution Inspired by the hand motion most people make when applying sunscreen, I wanted to create a line of packaging that would allow kids to make a connection with the activity of painting and drawing. The 1971 redrawn version of ITC Souvenir, known as the ‘Comic Sans of the 70s’ gives a fun, kitschy yet nostalgic feel to the packaging, tailoring to both kids and parents. By using fun eyecatching shapes and offering exclusively an SPF of 45, the product makes the choice of protection an easy one. The shape and size of the packaging was chosen specifically to fit in the hand of a happy child playing under the sun.
03
dyp ind i det sjove. overblik Da børn ikke altid har nemt ved at forstå nødvendigheden af solcreme, bliver det hurtigt en mindre sjov del af udendørsaktiviteter. Med sin farvede og gradvis svindende beskyttelse ønskede Sunpaint at løse dette problem ved at skabe et produkt hvor sikkerhed i solen kombineres med en sjov oplevelse for både forældre og børn. Målgruppen er forældre og deres børn mellem 3 og 14; eller bare ens eget indre barn. løsning Inspireret af den håndbevægelse som de fleste laver når de smører solcreme på, ønskede jeg at lave en serie af emballage som var i stand til at lave en forbindelse til det at tegne og male. Gennem den i 1971 genopfundne version af ITC Souvenir, også kendt som ‘Comic Sans of the 70s’, blev det muligt at skabe en grafisk identitet der på samme tid har et nostalgisk og kitsch look. Produktets spændende former kombineret med en solfaktor på 45 gør valget af netop Sunpaint nemt. Emballagens smallere form og størrelse er tænkt med et barns hånd i tankerne.
22 23 design thinking
COMPETITIVE DIFFERENTIATION
aveeno A dedicated area for information is surrounded by beach and oat illustrations in muted colors.
coppertone Using the sun and beach colors as white space, a surfing kid is illustrated with similar tones.
banana boat Bright yellow color with contrasting reds and blues are paired with a soccer ball with added ‘speed’.
la roche posay An illustration of two neutral outlined kids on top of wavy shapes acting as informational sections.
key differences bright colors Stepping away from traditional ‘beach colors’, Sunpaint’s eye catching look stands out and invite to play.
fun packaging Inspired by art supplies, Sunpaint offers a wide selection of packaging styles with organic shapes. Only your imagination is the limit!
safe choice By offering a sensible and safe SPF 45, Sunpaint makes shopping for a sunscreen both easy and safe.
worry free The gradually vanishing colors makes it easier for everyone to determine when to reapply.
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26 27
04
time to grow. THE SILL category
typefaces
industry
keywords
art director
deliverables
course
duration
interactive
e-commerce bradford prairie, leanna jones mobile experience
domaine
quirky, easy, modern mobile app 6 weeks
overview The Sill is a ‘modern plant destination for the modern plant lover’ with an online and physical store headquartered in New York. Their website offers a wide range of shippable plants and accessories. Their main objective is to make plant finding an easy experience. To better achieve their goal, it came as a natural step to make a functioning app that could deliver that same ease of use and modern touch. solution Rather than exclusively making a mobile version of their web store, I decided to add some additional features that would act as an extra incentive for customers to download the app. Working with their existing brand guidelines, a unique plant clinic section was added, allowing users to upload photos of their sick plants and find a solution quick and hassle-free. Based on the problem, products available on their online store are suggested. A plant-specific tracker reminds users when it is time to water their plants and expose them to extra sunlight, minimizing the chances of plants dying and inspiring confidence in users to expand their new healthy, green collection.
04
tid til at gro. overblik The Sill er en ‘modern plant destination for the modern plant lover’ med online og fysisk hovedsæde i New York. På deres website findes et bredt udbud af planter og tilbehør. The Sill har som målsætning at det skal være en nem oplevelse at finde en plante. Som en udvidelse af det eksisterende brand føltes det passende at udvikle en moderne app som kunne levere den samme ”nemme” oplevelse. løsning I stedet for udelukkende at lave en mobil version af deres nuværende web store valgte jeg at tilføje nye features som ville fremstå som et ekstra incitament til at downloade app’en. Baseret på The Sill’s eksisterende visuelle identitet blev en unik planteklinik tilføjet. I planteklinikken kan brugere uploade fotos af deres syge planter og finde løsninger nemt og smertefrit. Baseret på problemet vil produkter på The Sill’s online butik blive foreslået. En plante-specifik tracker vil huske brugerne på hvornår de skal vande deres planter, give dem mere lys etc., for derved at minimere sandsynligheden for at planterne dør eller bliver syge. Tankegangen er at disse features skal skabe tillid hos brugeren og vække lysten til at forøge deres nye plante samling.
JOSEPH RITTER • Architect, 54 Joseph lives in Seattle, Washington and although he loves working from home on cloudy rainy days, his plants don’t seem to enjoy it as much. He bought his current plants without really looking into how to take care of them. His plants either get too cold or dry up when he leaves his electric heater on.
problem Eric has noticed that a lot of his plants tend to get sick, but he can’t tell exactly why. There is too much information for him to read through online and he wishes there would be an easier way to find out what is wrong with his plants.
solution The Clinic section of the app can help identify diseases thanks to AI. He simply has to take a picture and the app will compare it to thousands of photos in an online database and give him suggestions on how to treat the plants as well as suggest him plants that might survive better in his home environment.
green thumb
black thumb
always available
always busy
sunny environment
cloudy environment
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EMMA LEEFERS • Designer, 28 Lately Emma has been wanting to add more variety to her collection of pots and plants. She just recently bought a The Sill plant subscription and she loves it, the only downside being that she is starting to have a wide variety of plants, each with different needs. She would like an app to keep track of her plants health.
problem Emma would like an app that can help her remember which plants she has watered and which ones she hasn’t. Many of the apps she has tried aren’t very user friendly when it comes to having bigger quantities of plants and she’s feeling a little lost.
solution The Sill app will show the plants in sequence based on which ones need watering and need to be taken care first. The renaming feature paired with images makes it easier to distinguish one plant from another.
green thumb
black thumb
always available
always busy
sunny environment
cloudy environment
USER FLOW Emma Leefer Emma has added her new The Sill plants to her ever growing plant collection. She knows she has to care for some of her plants but she can’t remember which. The Sill app will send her a reminder when she needs to water and place her plants in the sun.
reminder Emma is notified of the plants that she needs to take care of. They appear separate from the other plants, making them easy to notice.
overview A screen shows both when it is necessary to water and expose the plant to extra sunlight.
quick facts Emma can see quick facts for each of her plants, such as humidity and sun exposure. Renaming her plants, help her remember them.
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pop-up Although The Sill is based off of the average watering cycle, the app allows the user to check before watering whether it is necessary.
sun exposure A dedicated timer wheel lets the user select the amount of time each plant has been exposed to the sun.
confirmation Once finished with a plant, an option to go directly to the next plant that needs attention is offered.
05
saturated words. SOAK category
typefaces
industry
keywords
art director
deliverables
course
collaborators
branding
entertainment sean bacon, bradford prairie portfolio
fit, shapiro
distinctive, emotive posters, environmental, mobile website ani gonzalez gomez
overview Soak is an immersive theatre located in London, England. Named after the act of immersing a sponge into water, their unconventional shows focus on letting the audience fully experience and absorb as many emotions as possible. These one of a kind acts are popular among tourists coming to the city as well as playwright enthusiasts between 26–38 years old, looking for more than just the ordinary. A brand was needed for the upcoming seasonal play Oedipus Rex, capable of reflecting as well as connecting the range of emotions expressed in the new show. solution We created a series of posters, each both functioning individually as well as together. Pictures depicting emotive statues pay tribute to the origin of the Greek playwright while the halftone effect leaves space to the imagination. Two variable typefaces; FIT designed for maximum impact and Shapiro for crisp readability are positioned in a grid to create a defined mess, using both weights, size and outlines for hierarchy. Bright pink square overlays of different sizes add another dimension to the brand and help catch the eye of bypassers on the busy streets of London.
05
mættede ord. overblik Soak er et immersive teater i London. Teatret har gennem sine ukonventionelle stykker fokus på at lade publikum opnå en total sanseoplevelse. Disse unikke forestillinger er populære blandt turister i London men også blandt teaterentusiaster. Specielt blandt 26–38-årige som søger oplevelser lidt ud over det sædvanlige. En karakteristisk identitet var påkrævet til det nye årlige show Oedipus Rex, i stand til at forbinde samt afspejle de følelser som ville blive fremstillet i løbet af showet. løsning Vi skabte en serie af plakater, hvor hver enkel af dem kan fungere både selvstændigt og i sammenhæng med de andre. Billeder som viser følelsesrige statuer hylder stykkets græske oprindelse hvorimod halftone effekten overlader plads til fantasien. To variable skrifttyper; FIT designet for maksimal effekt og Shapiro for læsbarhed er positionerede i et grid for derved at skabe et ordnet kaos brugende vægt, størrelse og outline for hierarki. Lyserøde kvadrater af forskellig størrelse bruges til at fange opmærksomheden af forbipasserende på London’s travle gader og veje.
40 41 design thinking
AUDIENCE ENGAGEMENT marketing strategy print
Posters with eye catching graphics placed all around London, puts Soak on the list of go-to theatres for tourists in the British capital.
social media
An expansion of the brand to social media, reaches an even broader audience. Location tags and Instagram stories are used for algorithm based, targeted posts.
guerrilla
Unconventional guerrilla tactics brings Soak out onto the streets of London. Actors equipped with microphones and speakers stage quick plays to give passerbys a taste of what Soak is. primary audience
quirky traveler
tourist | 28–41 | mid-income The quirky traveler looks for experiences that are different than the norm. Back home they make lists of possible stops on their trip so a good website is important. They like being able to buy tickets on the spot.
60% social media
15% guerrilla
25% print
secondary audience
theatre enthusiast local | 36–51 | mid-income
The theatre enthusiast has seen it all, and is looking for new stimuli. The combination of live acting and the immersive nature of the play intrigues them. They enjoy pamphlets to look back at as a form of free souvenir. 40% guerrilla 10% social media 40% print
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46 47
06
louder stories. HOLGA category
typefaces
industry
keywords
art director
deliverables
course
duration
branding, editorial publication bradford prairie page layout
grumpy, publico, knockout minimal, understated magazine 9 weeks
overview Holga magazine is a print-only curated film photography periodical focusing on storytelling. In an era of Instagram and Snapchat, pictures can often seem effervescent but with an undeveloped story. Distancing themselves from an online presence, Holga Magazine is published for the stylish 23–38 year old individual seeking minimal distractions and share-worthy articles. solution I decided to create a layout that leaves freedom for the photography to speak for itself. The cover gives plenty of breathing space with a golden ratio inspired grid always positioned in the same corner, bringing ease to the readers eye. A selection of three typefaces are used throughout the entire magazine to not interfere with the photographer’s intended message for each image. Grumpy, with its extreme look paired with the elegant and easily readable Publico, brings in a touch of energy without being too invasive. Hints of Knockout allow further breathing space for the photography. Nothing is left to chance—every little detail being meticulously chosen to fit the purpose of the magazine.
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højlydte historier. overblik Med sit håndplukkede indhold om film fotografi er Holga Magazine fokuseret på at fortælle den bagvedliggende historie. I en periode domineret af Instagram og Snapchat kan fotos ofte forekomme sprudlende men uden indhold. Ved aktivt at distancere sig fra online-medier udkommer Holga Magazine, kun på papir, for de stilsikre 23–38-årige som ønsker så få afbrydelser som muligt. løsning Jeg ønskede at lave et layout hvor fotografiet efterlades frihed til at udtrykke sig selv. Med et grid inspireret af det gyldne snit, og altid placeret i det samme hjørne, giver forsiden luft til læseren og er samtidigt nænsomt for øjnene. Et udvalg af tre typefaces bliver brugt gennem hele magasinet for ikke at kollidere med fotografens budskab. Grumpy, med sit ekstreme look kombineret med den elegante og læsevenlige Publico bringer et snert af energi uden samtidig at være for distraherende. Et diskret brug af Knockout bringer endnu mere udfoldelsesrum til fotografiet. Intet bliver overladt til tilfældighederne – hver detalje er blevet omhyggeligt udvalgt til at passe magasinets formål.
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07
now or never. ÅRHUS category
typefaces
industry
keywords
art director
deliverables
course
duration
branding
auction house sean bacon, bradford prairie portfolio
fugue
welcoming, fresh, young catalog, website, forms 6 weeks
overview When asked, people tend to associate auction houses with exclusive furniture mainly bought by individuals with deep pockets. For Århus, the auction house located in the city of the same name, this connection needed to change. With the intention of creating an auction house catering to a younger generation of buyers between the ages of 26–35, Århus needed a brand that would set it apart from competitors but could still evoke that same expected feeling of quality. solution The top priority for Århus was to create a brand that would seem welcoming. Staying away from serifs, the entire brand uses the geometric sans Fugue for its distinctive characters that make a bright, bold statement of change in an otherwise dull environment. Thanks to the Mondrian inspired layout, type, color and image positioning can shift almost without constraint, allowing to make posters, catalogs and other assets look different but unified. A bright yellow encourages communication in a carefree environment, allowing visitors to feel confident with their purchases.
07
nu eller aldrig. overblik Folk forbinder typisk auktionshuse med eksklusive møbler og købere med dybe lommer. Århus, auktionshuset fra byen af samme navn, ønskede at denne forbindelse skulle brydes. Århus havde en målsætning om at skabe et brand som ville henvende sig til en ny yngre målgruppe af 26–35-årige. Århus havde behov for at skabe en unik identitet der kunne adskille dem fra konkurrerende virksomheder, men som samtidig stadig ville fremkalde den samme følelse og tryghed af kvalitet. løsning Århus havde som topprioritet at skabe en identitet som ville virke indbydende. Hele brandet bruger det geometriske sans Fugue for dets letgenkendelige tegn som skaber en lys og dristig udmelding om forandring i et ellers kedeligt miljø. Takket være det Mondrian-inspirerede layout er det muligt at flytte skrifttype, farver og billeder næsten uden begrænsninger. Plakater, kataloger og andre assets kommer til at virke forskellige men samtidigt integrerede. Til slut sørger en stærk gul farve for at skabe en kommunikativ atmosfære som indgyder tillid hos kunderne.
58 59 design thinking
DESIGN BRIEF overview Århus is an auction house located in Århus, Denmark. Based in a country famous for its Scandinavian furniture design, it eagerly hopes to cultivate young, emerging collectors of design. mission statement In an age of ecommerce, Århus decided to tackle the issue by offering new ways to catch the interest of potential new bidders. Fighting against the intimidating stereotype of auction houses, Århus was created with a younger audience in mind, displaying lower priced, high quality furniture both in person and online. marketing strategy In an attempt to gain the interest of new bidders, Århus hosts regular free, open-to-all, gallery-like events. By offering how to manuals on auctioning, online catalogs, and furniture tips., the auction house works with a hands-off approach. By acting as a springboard the tactic of not overwhelming potential buyers, puts Århus on the map as it takes on a new twist on the traditional auction house experience. design implications Århus must have a friendly approach that welcomes new bidders, yet still giving value to the furniture sold. branding In order to not devalue the furniture sold, the brand must balance a design relevant for the younger emerging design collector as well as keeping an overall contained look. events Events must be engaging and open to all, but should become a hub exclusively for those interested in future bidding. website A typical auction house website contains a lot of information, and in Århus’s case, it has to be simplified for an easy onboarding process. The unified brand of the website should give buyers the option of bidding from the comfort of their own home without feeling like they are missing out. service Friendly yet not overwhelming - Århus should be the first place a new bidder would want to go to.
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08
toss the bad habit. SURPLUS category
typefaces
industry
keywords
art director
deliverables
course
duration
branding
food service sean bacon, bradford prairie portfolio
velodroma, raleway sustainable, low-cost brand identity, menu, packaging 8 weeks
overview Surplus is a sandwich shop serving up items that are made with foodstuffs that would otherwise be thrown out by restaurants. In Europe, selling products about to expire is an established practice. In the U.S. where 84% of leftover food is tossed, this is a still an uncommon approach. By some estimates, nearly half of the food grown, processed and transported in the U.S. goes to waste. Targeting environmentally and cost conscious consumers, 22–37 years old, Surplus takes a sustainable and innovative stand. solution To further the idea of minimizing waste, I created a menu printed on recycled bags made of 50% post consumer fiber and printed with single color soy-based inks. The menu doubles as an order form and receipt. Attention to social media platforms and illustrated napkins are examples of brand assets chosen purposely to cut down on excess waste. Velodroma’s expanding and shrinking letterforms in the logotype allude to the concept of surplus items, while clean and functional Raleway is paired with single line illustrations, reflecting on the act of closing the loop on foodwaste. In an effort to spread awareness, eco-friendly t-shirts were made for customers to buy and wear.
08
smid den dårlige vane. overblik Surplus er en sandwich shop som sælger produkter baseret på fødevarer som ellers ville være blevet smidt ud af restauranter. I Europa er det blevet en veletableret praksis at sælge produkter i kampen mod madspild . I U.S.A. er dette stadigvæk en ualmindelig praksis. Det vurderes at 84% af overskydende fødevarer bliver smidt ud og at ca. 50 % af al fødevareproduktion går til spilde. Med en miljø og omkostningsbevidst målgruppe af 22–37-årige har Surplus taget et ansvarsbevidst og innovativ holdning mod madspild. løsning For yderligere at fremme ideen om at mindske spild skabte jeg en menu printet på poser bestående at 50% genanvendte fibermaterialer og printet med en enkeltfarvet soja-baseret blæk. Menuen fungerer ligeledes som en kombineret bestillingsseddel og regning. Plads til sociale media og dekorerede servietter er eksempler af brand assets som mindsker spild. Velodrama’s forstørrende or formindskende bogstavformer i logotypen hentyder til overskudsting. Funktionelle Raleway bliver parret med one-line illustrationer der afspejler intentionen om at finde en ende på madspildssløjfen. I et forsøg på at udbrede budskabet blev økovenlige t-shirts udbudt til salg.
68 69 design thinking
BRAND IDEALS When introducing a new concept to the public, brand ideals are crucial. Establishing a compass successful at guiding the brand in the right direction was necessary to create a brand as beneficial and functional as the idea.
core values resourceful We minimize as much as possible our food and regular waste by opting for alternative solutions.
local sharers We share our commitment to less food waste by inviting local shops to donate food, in exchange for meals.
accessible We believe sustainability should be accessible to everyone. Surplus hopes to inspire change.
game changers We dare to do break social norms for the benefit of our planet and our own future.
brand archetypes the caregiver Surplus aims to protect the health of our future.
the rebel Surplus fights food waste by pioneering a new way of consuming food.
concept
Surplus was created in an effort to minimize food waste, by offering a menu with items made of food that would otherwise be thrown out for no other reason that it not having been used. By involving individuals and producers that otherwise would not consider sustainability as an option, Surplus invites to engage in change.
supporters
The menu at Surplus was created with the most commonly wasted food products in mind. A wider network of local corporations is therefore available and ready to donate their uneaten food every day.
the big idea
Eat With Purpose.
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09
rolling out traditions. OVELLE category
typefaces
industry
keywords
art director
deliverables
course
collaborators
branding, packaging retail and event space sean bacon, bradford prairie portfolio
edda pro, lulo clean, cormorant feminine, light, simple packaging, manuals, social media chiara barbagallo
overview As a craft with known benefits such as reduced anxiety and increased sense of wellbeing, knitting is gaining interest amongst women ages 25–35, who value the traditional techniques and beauty of simpler times. A perfect balance between mom & pop and luxury shop, Ovelle brings to Dublin, Ireland a range of exclusive workshops hosted by renowned knit designers, paired with superb yarn quality—proof of centuries of tradition. solution To communicate the femininity of the brand, the name Ovelle was given—a union of the words ovella (sheep) and elle (her). The curvy, old-fashioned and slightly imperfect Edda pro in the logotype, paired with the all caps Lulo Clean implies the coming together of two eras. A tender yet earthy color palette was chosen to reflect the softness of the fibers. The delicate serif Cormorant, placed in a layout grid that is meticulously followed for increased legibility of the pattern instructions, evokes that same feminine yet modern touch, dominant throughout the brand. A universal, visual label is placed on the ready-to-use packages, which keeps costs down and the standards high.
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udfoldte traditioner. overblik Kendt som et håndværk som reducerer angst og fremmer velvære, har strikning oplevet en stigning i interesse blandt kvinder i alderen 25–35, der sætter pris på de traditionelle teknikker fra en svunden og mere simpel tid. Som en perfekt kombination mellem en familieejet og moderne luksusbutik tilbyder Ovelle, fra Dublin, en række af eksklusive workshops med anerkendte strikdesignere. Alt sammen med den højeste garnkvalitet som et udtryk for århundreders tradition. løsning For at kommunikere den feminine side af deres brand blev navnet Ovelle valgt, en forening af ovella (får) og elle (hende). Det kurvede, gammeldags og lettere ufuldkomne Edda pro i logotypen parret med Lulo Clean, i store bogstaver, antyder en form for forening af de to tidsperioder. En følsom men samtidig jordnær farvepalette blev valgt for at fremvise blødheden i fibrerne. For at øge læsbarheden af strikkeopskrifterne blev den delikate serif Cormorant placeret i et layout grid som blev fulgt omhyggeligt. Dette medvirker til at øge den feminine følelse som dominerer i hele brandet. Et visuel label er placeret på, globalt, alle ready-to-use packages. Dette medvirker til at holde omkostningerne nede og kvaliteten oppe.
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LOGOS
ANUBIS GAMING
smartkin
gene bank
videogame company
modular strollers
postnatal hot yoga
fishing equipment
home furnishings
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radio, television and film college department
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THANK YOU To my parents for supporting me on this crazy adventure from across the world, I couldn’t have done it without you. To Kyle for the countless car rides back and forth and for helping me keep my head up even on the worst days. To Chiara for making me see things clearly and being there for me to practice my Italian. To Ani, for teaching me to be carefree and not to judge a book by its cover. To James Bowman who probably unknowingly lit in me a passion and determination for design. Thank you to my classmates that helped me throughout this experience and encouraged me to come out of my comfort zone. Lastly, thank you to Sean and Bradford for being available to help nearly 24/7 during this crazy but wonderful time.
Text was set in Aktiv Grotesk and Arno Pro. Photography by Bradford Prairie, Olivia Larsen. All images are shown for inspiration only. Some of the photography is from Google Images, Unsplash and Pexels. No portion of this book may be used or reproduced without written permission from the author. Copyright Š 2019 Olivia Larsen, All Rights Reserved. For more information contact olivia@hellolarsen.com