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DUAL Design Portfolio Jacob LaFleur


DUAL Design Portfolio Jacob LaFleur


JACOB L AFLEUR Jacob.lafleur@rocketmail.com jacoblafleur.com PRINTING Blurb, San Francisco, CA Text: Avenir 2019 ALL RIGHTS RESERVED No Part of this publication may be reproduced without permission


CONTENTS

INTRODUCTION

1. SF AIRPORT ENVIRONMENTAL REPORT 1

2. STASH TEA REBRAND 11

3. AROUND THE WORLD WITH PICTURE BOOKS 19

4. JOHN PARIS MUSIC WEBSITE 27

5. NEW WORLD WINES 33 BOOK COVERS 6. BELLE VUE OLIVE 41 OIL REBRAND

7. LOUIS MALLE FILM FESTIVAL 51 8. NEO PAINT SET 69 9. NOIR CITY FILM FESTIVAL 79 10. LOCAL MUSE THESIS 87


My design skills are analytical and creative. I leverage left-brain traits of analysis and logic with right-brain traits of imagination and invention for maximum results. These different abilities allow for new viewpoints and insights, both visually and conceptually.


PROJECT Environmental Report CLASS Type 3

HIGH ASPIRATIONS

TITLE SFO Airport Environmental Sustainability Report

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Intro: This project was an environmental report for the San Francisco International Airport. We were tasked to redesign the existing report using the text and data but with new imagery of our own. Analysis: Airports have turned into stressful encounters and the thrill of flying has been lost. Environmental claims from companies can be dubious and tiresome as well.

Solutions: I redesigned this report with the aim of highlighting the airport’s environmental efforts with photographs that highlighted it as clean, vibrant, and run efficiently

CHAPTER 1/ SFO Environment al Repor t

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PROJECT Tea Rebrand CLASS Packaging Design 2

SMOOTH SAILING

TITLE Stash Teas

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Intro: This project is a rebrand of an existing tea brand. It had to have at least three bottles, and could be either in loose leaf or bagged form.

Analysis: I began this project by looking at teas in supermarkets. Stash Tea stood out to me as needing a rebrand because of its use of loud gradients on top of photographs, and because the front label typography did not feel cohesive. The logo also had a directional map symbol that crowded other letters. Solution: My solution was to embrace the name’s origins more clearly, which was a word for a captain’s private reserve in centuries past. I created a more concise logo with a keyhole in it, and used water based textures and straps and lines to suggest shipping trunks. The typography is a mix of bold combinations that all fit together. I also used metal containers with a white paint coat to give the brand an upscale feel and a feeling of solidity.

CHAPTER 2 / St ash Tea

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X

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4X

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CHAPTER 2 / St ash Tea

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PROJECT Book Design CLIENT Beautiful Feet Books, San Luis Obispo, CA

AROUND THE WORLD

TITLE Around The World With Pic ture Books

Intro: This project was a set of books for grade school kids introducing them to books and stories from around the world. The first book dealt with stories from Asia, Australia, Antartica, and Africa. The second book dealt with Europe and South America. Analysis: The central request for this project was to design a book that was modern, clean, and minimalist, while also incorporating educational material that was text-heavy and had many layers of detail and information.

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Solution: My solution was lay down a flexible grid system that could incorporate spare or heavy pages of text, along with other images and material needed. We also agreed upon a clean sans-serif text for the body text, while incorporating some traditional serif text elements for drop caps and other elements.

CHAPTER 3/ Around The World W ith Pic ture Book s

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PROJECT Music Website CLIENT John Paris Marysville, CA

JOHN PARIS MUSIC

TITLE John Paris Music

Intro: This project was for a website to showcase the Jazz/New Age music of concert pianist John Paris. Analysis: I was approached to make this website for pianist John Paris to showcase his music, feature some of his videos and reviews, and to create an updateable schedule to highlight his upcoming performances. Solution: My solution for this was to create a website in Wordpress that highlighted all of the above requests, as well as make an engaging home page, and a photo album area. While making this website, I also enjoyed listening to the music of John Paris and tried to incorporate the stylistic nuances of both Jazz and New Age music in the website, while also making something clean and simple (as requested). The cover art for this project is a pocket that refers to

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one of Paris’ songs “In Da Pocket”, a musical term in Jazz that refers to really getting into the rhythm.

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PROJECT Book Covers CLASS Type 2

NEW ROOTS

TITLE New World Wines

Intro: This project was to be a set of book covers that was driven by typography, with little or no use of images. The subject was up to each student. Analysis: The idea for this project came about during a trip to Napa. I was struck that many people talked about their wineries with such a sense of pride, and that wines from this area were known all over the world. I thought about a set of three books that would explore relatively new wine-growing regions like this, and capture its enthusiasm. This would be in occidental countries, but outside of Europe (i.e., North & South America, and Australia). Solution: My solution was to have the type and title exploding out of a bottle, to symbolize the energy and dynamism in these regions. I chose the three areas of Sonoma (California), Mendoza

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(Argentina), and Victoria (Australia).

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PROJECT Olive Oil Rebrand CLASS Packaging Design 2

COASTAL DREAMING

TITLE Belle Vue Olive Oil

Overview: This project was intended to be a rebrand of an existing olive oil brand. It had to include three bottles and a gift box. Analysis: Belle Vue is a small olive oil company in the coastal town of Carmel, California. It is an up-and-coming boutique brand that has won many awards. It’s packaging however has relied on photoshop filters and typography with bad letter forms. Solutions: The name Belle Vue, French for beautiful view, refers to the beautiful view of the coastline that their olive groves accentuated. My solutions for this project was to take and use photography of coastlines and groves that didn’t rely on filters. I also used medallion containers that were inspired by looking at quatrefoil patterns, a traditional French graphic form with roots in agricultural symbols, (though it is not technically a quatrefoil).

CHAPTER 6/ Belle Vue Olive Oil

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BEFORE

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AF TER


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CHAPTER 6/ Belle Vue Olive Oil

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PROJECT Film Festival CLASS Integrated Communications

THROUGH INNOCENT EYES

TITLE Louis Malle Film Festival

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Intro: This project was a film festival that had to have a strong theme based on the films and multiple deliverables.

Analysis: I chose the French director Louis Malle because he had made a very funny and unusual film called My Dinner With Andre and I planned to make a film festival based on the theme of paranoia. Delving deeper into his work, I found a stronger theme in the form of other films based on young people dealing with rough times and a loss of innocence. Solutions: I shot photos of a friend who could pass for younger than she was. I included dark ink splotches to signify loss of innocence. I chose a color palette of reds and dull yellows to stand for childhood, and black for the troubled times lived in.

CHAPTER 7/ Through Innocent Eyes Film Fes tival

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STIFF UPPER

THE TRAUMAS OF YOUTH IN THE FILMS OF LOUIS MALLE

LIP

CLA DISMI

ss

ED

Remembering Childhood in the Films of Louis Malle

TISSUE

The Traumas of Youth in the films of Louis Malle

FRENCH Trials of Adolescence in the Films of Louis Malle

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A TAINTED

WORLD THE ATL ANTIC

CROSSING

ISTRANGERS NTIMATE FR LICS & FEARS Coming of age in the films of Louis Malle

ADULT A Retrospective of Louis Malle’s Films

LITTLE TERR RS

In the

Shadows of

Adolescence


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PROJECT Paint packaging CLASS Package Design 2

CATALAN CURVES

TITLE Neo Paints

Intro: This project is a paint set inspired by a well-known designer or architect and to be a co-marketing project with said person. In this case I chose the Spanish architect Santiago Calatrava. Analysis: While researching this project, I found Calatrava’s work described as “neo-futuristic”. This then become the basis for the brand’s name. His work is characterized by organic forms and curved lines, and a very clean color palette of whites, blues, and greens. Solutions: My solutions for this project was to custom design a logo and logo container with curved forms, and a set of line art with reverberating curves. The colors were named after towns in his native Catalonia and characterized by light colors.

CHAPTER 8/ Neo Paint Set

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CU RV B Y S A N T I A G O C A L AT R AVA EXTERIOR LATEX PAINT• DURABLE • LONG-LASTING

N EO

BY SANTIAGO C A L AT R AVA

EXTERIOR LATEX • DURABLE • LONG-LASTING

EXTERIOR LATEX • DURABLE • LONG-LASTING MEDITERRANEAN BLUE LIME

NET WT 3.79 LITERS (1 GALLON)

M E D I T E R R A N E A N B LU E NET WT 3.79 LITERS (1 GALLON)

NET WT 3.79 LITERS (1 GALLON)

B Y S A N T I A G O C A L AT R AVA

VISION BY SANTIAGO CALATRAVA

EXTERIOR LATEX PAINT• DURABLE • LONG-LASTING

NEO SANTIAGO CALATRAVA

P REMIUM INTERIOR LATEX

EXTERIOR LATEX PAINT • DURABLE • LONG-LASTING

MATTE PAINT #NEO-0013

M O N TJ U I C G R E E N

M E D I T E R R A N E A N B LU E NET WT 3.79 LITERS (1 GALLON)

NET WT 3.79 LITERS (1 GALLON) M E D I T E R R A N E A N B LU E NET WT 3.79 LITERS (1 GALLON)

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PROJECT Film Festival CLASS Type 2

UNCOVERING SECRETS

TITLE Noir City Film Festival

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Intro: This project was to make a poster and brochure for a film festival in the Bay Area. I chose the San Francisco Film Noir Festival, which is my favorite film festival in the area and one that I have regularly attended.

Analysis: Many of the films deal with truths and unpleasant discoveries being uncovered and pealed away. Urban cities are shown as dark and corrupt.

Solutions: I made the visual system with the concept of things being pealed away to reveal the dark truths underneath. Both the type and images are all being pealed off to reveal something somber and hidden underneath

CHAPTER 9/ Noir Cit y Film Fes tival

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Initial three posters for this projec t. #3 was chosen to develop further.

#1

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#3


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PROJECT Thesis CLASSES Thesis 1–3

HANDS ON

TITLE Local Muse

10 Intro: The thesis project asks one to use design to solve a problem. My project involved making materials for museums to make hands-on exhibits and activities.

Analysis: Museums I questioned were interested in making interactive exhibits and activities but didn’t have the money, space, and expertise to make them.

Solutions: Make a book, website, and three case studies of interactive exhibits and activities that were cost-effective, small-scale, and did not require deep expertise to make.

CHAPTER 10/ Loc al Muse Thesis

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LOCAL MUSE

L

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LOCAL MUSE

L C AL

MUS E

LOCAL

MUSE


Local Muse

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1X

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1X

1X

1X

1X

1X

1X

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1X

1X

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1X

Muse

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LOGO

Local

Local

Muse T YPEFACES

Aa

ARCHER COLORS

Aa

GOTHAM

Muse G

H

Local Muse

Local Muse

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Primary

CMYK 70/35/0/0

CMYK 4/95/55/0

RGB 74/142/204

RGB 229/48/89

Secondary

CMYK 89/88/48/67

CMYK 99/100/8/8

CMYK 29/100/71/27

CMYK 0/0/0/5

RGB 21/15/44

RGB 47/44/128

RGB 143/24/55

RGB 241/242/242

GRAPHIC ST YLE

Vector icons for ingredients on how to make exhibits.

Photo-collages to show chapter openers as well as the instruction steps needed to make the exhibits.

W Full color photography to show final examples of the

Three dimensional typography to connect with the spatial

exhibits. Thin grey frames in the back to connect to the

experience of a museum and also to suggest building

same backgrounds used in the instructions.

blocks and pieces fitting together.

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3-D typography used for the titles.

Subject of each entry shown here.

Titles

Subject

Ingredients

Descriptions

Instructions

Icons of each of the needed materials are shown on the left side.

Descriptions of each exhibit are laid out and framed in the above paragraphs.

Step-by-step instructions show how to assemble the exhibit with examples and also directions.

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Numbers for each direction steps in upper left of boxes.

Numbers

Columns Two column structure per page helps organize all instructions

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CASEBOOK SPREADS

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A number of case studies were made for a local museum. They have a specific visual system geared towards it. They fit into the larger visual system of my project once they are entered in to the main book and website. On the left is an interactive music poster that plays music from musicians from the gold rush to the present. It uses conductive ink, paper, and electronic parts. On the right is a board in which visitors can look through the history of notable buildings and places that have either endured or faded from the community.

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THANK YOU TO THOSE THAT ADVISED OR MODELED FOR MY PROJEC TS: Renée Morel, Leah Turchin, Ranu Tayal, Schuyler Ellers, & Liz Lantz. THANKS TO THE FOLLOWING TEACHERS FOR THEIR ENCOURAGEMENT AND ADVICE: Tim Carpenter, Anthony Palmer, David Riffert, Lian Ng, & Marijke Cobbenhagen. THANKS TO MY PARENTS, Marc and Diane LaFleur.


JACOB L AFLEUR GR APHIC DESIGNER

E: jacob.lafleur@rocketmail.com W: jacoblafleur.com

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DUAL: The Graphic Design Portfolio of Jacob LaFleur  

DUAL: The Graphic Design Portfolio of Jacob LaFleur  

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