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LAYOUT DESIGN

Special Report

Special Report

To Lewis, joy was or happiness, being, in desire which is itself more desirable than any other satisfaction.�

During World War II, the BBC invited Lewis to deliver a series of broadcasts that later became one of his most popluar

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U.S. News & World Report four page magazine layout redesign

U.S. News & World Report

WWW.USNEWS.COM

December 12, 2005

U.S. News & World Report

WWW.USNEWS.COM

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December 12, 2005

continued p.65

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BROCHURE The History

Advertising

Arthur Guinness was born in Celbridge, County Kildare

The legendary Irish brewer of the well-known thick, toasty, creamy goodness just turned 250 years old! When they offer the world’s most popular stout beer for that long, they have reason to celebrate. Not only a celebration, but they decided to throw Guinness fans for a loop with their first new concoction in the US m market since the 1960s. Th The limited time brew, is aff affectionably titled, Guinness 2250: This new flavor hit the U US shelves April 24th, 2009.

popular in the UK where the song reached number two. In 2000, Guinness’s 1999 advertisement Surfer was named the best television commercial of all time in a UK poll conducted by by the famous 1980s Guinness TV and cinema ad, “Big Wave”, centred on a surfer riding a wave while a bikini-clad sun bather takes photographs. Guinness won the 2001 Clio Award as the Advertiser of the Year, citing the work In 2003 the Guinness TV campaign featuring Tom Crean won the gold Shark Award at the International Advertising Festival of Ireland,while in 2005 their Irish Christmas Christmas since 2003 and features pictures of snow falling

October 2005, was the most-awarded commercial worldwide in 2006. In it, three men drink a pint of Guinness, then evolution’ passes through an ancient homo sapiens, pangolin, an ichthyosaur and a on a mud skipper drinking dirty water, which then expresses its disgust at the taste

of the ad is “Noitulove”— which is “Evolution” backwards. Guinness’s 2007 is titled “Tipping Point”. It involves a large-scale domino chain-reaction and, with a budget of £10m, is the most expensive advertisement for the company so far.”.

This beer will appeal to bboth Guinness fans and n non-fans alike. It still touts the rich, roasty flavors of the flagship stout, but provides a true “drinkability” that few stouts have to offer. Perhaps what creates the dramatic difference between 250 and the original, is the fact that 250 uses CO2, or carbon dioxide carbonation, instead of Nitrogen. This change makes the beer thinner. The limited-edition Guinness 250 Anniversary Stout celebrates Arthur Guinness’ signing of a 9,000-year lease in 1759 at St. James’s Gate Brewery in Dublin, still the company’s flagship brewery. Now, in our 250th year, we’re setting up the Arthur Guinness Fund: The aim of the Fund, which is an internal fund set up by Guinness & Co, is to enable and empower individuals with skills and opportunities to deliver a measured benefit to their communities. Guinness & co will donate £5 million to the Arthur Guinness Fund which will be active from September 2009. The fund is not a separate charity, but it is money that is held separately by Guinness & Co and will be independently audited.

The Beer Extra Stout This is it, the one that started it all. Crafted to perfection for over 200 years, GUINNESS® EXTRA STOUT is descended from the definitive West India Porter known as Extra Superior Porter. Crack it open, and the first sip tastes as fresh as ever. The unmistakeable deep-dark color, the crisp hint of roasted barley, the fresh breeze of hops, and the refreshing bite all make for the bittersweet reward.

Guinness Draught Swirling clouds tumble as the storm begins to calm, settle, breathe in the moment, then break through the smooth, light head to the bittersweet reward. Unmistakeably GUINNESS® beer, velvet sip to the last, lingering drop. And every deep-dark satisfying mouthful in between.

Guinness 250 Stout This is the year to celebrate! That’s why our Master Brewer has created the limited edition Guinness® 250 Anniversary Stout. We used a proprietary brewhouse process that combines the use of stout and ale malt for a distinctive carbonated stout with a clean, smooth finish. This is the first new Guinness® stout we’ve introduced to the US since we first started importing Guinness® Draught in 1967, but it’s only available for a limited time.

Guinness eight panel full color informational brochure

Advertising

The Storehouse

Guinness’s iconic stature is partly notable and recognisable series of adverts was created by Benson’s advertising, primarily drawn by the artist John Gilroy, in the 1930s and ‘40s. Benson created posters that included phrases such as “Guinness for Strength”, “Lovely Day for a Guinness”, “Guinness Makes You Strong,” “My Goodness My Guinness,” (or, alternatively, “My Goodness, My Christmas, It’s Guinness!”) and most famously, “Guinness is Good For You”. distinctive artwork and more often than not featured animals such as a lion, seal, and notably a toucan, which has become as much a symbol of Guinness as the harp. Dorothy L. Sayers and Bobby Bevan copywriters at Benson’s also worked on the campaign; a biography of Sayers notes that she created a sketch of the toucan and wrote several of the adverts in question. In the late 1980s and early 1990s in the UK there was a multi-awardwinning series of “darkly” humorous adverts, featuring actor Rutger Hauer, with the theme “Pure Genius”, extolling its qualities in brewing and target market. McKinney dancing to “Guaglione” by Perez Prado while his pint settled, became a legend in Ireland and put the song to number

Trademark a famous 14th century Irish harp known as the “O’Neill” or “Brian Boru” harp, which is now preserved in the Library of with Guinness since 1862 when it was used as a symbol Guinness company trademark in 1876. It is because of the harp trademark that Guinness named its

The Guinness Storehouse is located in the heart of the St. James’s Gate Brewery in Dublin, and is, according to the Guinness Storehouse Web site, “Ireland’s number one international visitor attraction.” Since opening in November 2000, Guinness Storehouse has attracted over 4 million visitors from every corner of the globe. glass atrium taking the shape of a pint of Guinness. On the

other two elements are the Guinness word and Arthur Guinness’s famous

1862 Harp

ingredients; water, barley, hops and yeast, all of which combine together to make a pint of Guinness. Visitors are also introduced As the visitor moves up through the building, they next encounter an exhibition on the history of Guinness advertising, including viewings of many of the well known TV ads from down the years. drinking in the “Choice Zone”, an interactive exhibit that encourages the visitor to examine their own drinking habits, and to recognise the dangers of drinking to excess. In 2006, €2.5 million was invested into the Storehouse, with a new wing opening to the public incorporating a live few visitors to start the brewing operation themselves each year, alongside another new addition - the tasting laboratory, where visitors can learn to not just taste the Guinness, but savour it.

of changes to the design of the harp device over the years including a reduction in the number of strings shown. In 1974 the label was changed and a less decorated version of the harp was introduced. In 1997 Ireland changed to an updated version of the harp on Guinness Draught packaging and point-of-sale advertising. emblem of the Republic of Ireland and can be found on the Republic’s coinage.

1997 Harp

two harps is that the Guinness Harp always appears with its straight edge (the sound board) to the left, and the government harp is always shown with its straight edge to the right.

BROCHURE

acres in size, disused, and had little brewing equipment. But in only 10 years, despite competition from imported English beers, Arthur began to export his beer to England. Arthur began by brewing ale, and in the 1770s started brewing ‘porter’, a new type of dark English beer. Arthur’s porter was so successful that in 1799 he stopped brewing ale. Arthur died in 1803 and he had built a successful brewing business. Arthur had 21 children, 10 of whom survived into adulthood. When he died, his son Arthur Guinness II took over the brewery. In all, 6 generations of the Guinness family were directly involved in the brewery management. By the 1830s, St. James’s Gate Brewery was the largest brewery in Ireland. By the end of the 19th century sales of Guinness Stout were over 1.2 million barrels a year and was available across the world. In the 20th century the Guinness family continued to lead the business. Edward Guinness died in 1927, and his son Rupert became Chairman. Rupert’s grandson Benjamin became Chairman in 1962, and was the last member of the Guinness family to hold this position, which he resigned in 1986. More product innovations took place including the launch of Guinness Draught in 1959. Draught in can was launched in 1988 thanks to the ‘widget’, a groundbreaking invention in beer packaging technology. Licences were issued to brewers in other countries so that Guinness could be brewed locally. By the end of the 20th century, Guinness was brewed in over 40 countries, and sold in over 150. In 1997 Guinness Plc merged with Grand Metropolitan Plc. A new company was formed called ‘Diageo’ Plc. Today, 10 million glasses of Guinness are enjoyed daily around the world.

250 Years

one in the charts for several

from his father Richard, whose job as a land steward included brewing beer for workers on the estate of Dr. Arthur Price. In 1759, at the age of 34, Arthur Guinness signed a 9000-year lease for the St. James’s Gate Brewery,

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LOGO DESIGN

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LOGO DESIGN

Ninety Octane full color / black & white logo


LOGO DESIGN

JM Seon Catering Company full color / black & white logo

SEON catering

LOGO DESIGN

SEON catering

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LOGO DESIGN

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LOGO DESIGN

Apollo Guitar Picks full color / black & white logo


TYPOGRAPHIC

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TYPOGRAPHIC

John Lennon typographic portrait


TYPOGRAPHIC

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TYPOGRAPHIC

Typographic U.S. currency redesign


TYPOGRAPHIC

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TYPOGRAPHIC

Typographic U.S. currency redesign


ADVERTISING

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ADVERTISING

Bank of America advertising campaign (billboard ad)


ADVERTISING

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ADVERTISING

Bank of America advertising campaign (magazine ad)


ADVERTISING

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ADVERTISING

Bank of America advertising campaign (web ad)


ADVERTISING

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ADVERTISING

Toyota FJ Cruiser advertising campaign (magazine ads)


ADVERTISING

Toyota FJ Cruiser advertising campaign (web ads)

ADVERTISING

FJC F FJ JC

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ADVERTISING

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ADVERTISING

Guinness Draught beer advertisement


ADVERTISING

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ADVERTISING

Swallow Hill Music advertisement


CORPORATE IDENTITY 17

JM Seon Catering Company logo and tag line variations

SEON catering

CORPORATE IDENTITY

SEON catering

SEON catering


CORPORATE IDENTITY 18

SEON catering

SEON catering

1305 1st St. denver, co 80204 fax 720.526.7555

720.526.7589

www.seoncatering.com

W. Salinger executive chef

SEON catering

1305 1st St. denver, co 80204 fax 720.526.7555

720.526.7589

www.seoncatering.com

1305 1st street denver, colorado 80204 | www.seoncatering.com phone: 720.526.7589 | fax: 720.526.7555

SEON catering

JM Seon Catering Company collateral (letterhead, envelope, & business card with variations)

CORPORATE IDENTITY

W. Salinger executive chef


CORPORATE IDENTITY 19

720.526.7589

seoncatering.com

SEON catering 720.526.7589

seoncatering.com JM Seon Catering Company promotional coasters with logo variations

CORPORATE IDENTITY

SEON catering


CORPORATE IDENTITY 20 SEON catering

catering menu 720.526.7589 seoncatering.com

1305 1st Street Denver, CO 80218 Fax 720-526-7555

wine menu

SEON catering esoteric & racy whites

Riesling (dry), Firestone, Santa Ynez 2007 Pinot Grigio, Swanson, Napa Valley 2007 Sauvignon Blanc, Long Boat, Marlborough, New Zealand 2008 Sauvignon Blanc, Los Cardos, Mendoza, Argentina 2008

chardonnay & rich whites Chardonnay, Errazuriz, Casablanca Valley, Chile, 2007 Viognier, Yalumba, “Y Series”, Australia 2007 White Blend, Conundrum, California 2007

sake Sake Sho Chiku Bai, Nigori, Unfiltered, Berkeley, CA Sake Wakatake, “Demon Slayer”, Junmai Ginjo, Japan Sake Junmai Ginjo, Momokawa Silver, Oregon

champagne Dom Perignon, Epernay, V. France, 2006 Perrier Joulet “Fleur de Champagne”, Epernay, V., France, 2005 Veuve Cliequoir, Brut, Reims, NV, France, 2000 Dormaine Chandon, Brut, Napa, NV California, 2007

pinot noir Pinot Pinot Pinot Pinot

Noir, Noir, Noir, Noir,

Kendall Jackson, California, 2007 La Crema, Russian River Valley, 2007 De Ponte Cellars, Dundee Hills, Oregon 2006 Truckee River Winery, Gary’s Vineyard, Santa Lucia

thrilling reds Grenache, Evodia, Catalonia, Spain 2007 Shiraz, Yangarra, McLaren Vale, Australia, 2007 Zinfandel, Sbragia, Gino Vineyard, Dry Creek 2006

classic varietals Malbec, Finca Decero, Arguelo, Argentina 2007 Merlot, Ferrari Carano, Sonoma County, 2005 Bordeaux, Chateau Lyonnat, Lussac-St.Emilion, Bordeaux, France 2005 Cabernet Sauvignon, Sobon, Organic, Amador County 2006 Cabernet Sauvignon, Freemark Abbey, Napa Valley 2004

JM Seon Catering Company catering menu & wine menu

CORPORATE IDENTITY

720.526.7589 seoncatering.com


CONTACT

online portfolio: http://www.issuu.com/jayethompson

CONTACT

Jaye Thompson - Graphic Designer

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Design Portfolio