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Haven The Building of a Brand


Haven

3


Table of Contents Design Brief

4

• Research & Reference Companies • New Company Intro • Divisions Of New Company

Design Process

16

• Sketches Of Logo • Typefaces Combo • Sample Layout References

Identity

42

• Stationery • Capability Brochure • Packaging

Advertisement • Ads • Posters • Billboards

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03


Design Brief Section One


Reference

Design Brief


07


Reference

Inspirations In considering what direction to go with the line, we opted to follow a more high-end furniture store motif; William Sonoma, Pottery Barn, Crate and Barrel were all different places we examined to find inspiration and reference in the real world.

Design Brief


Style, feel, and look were important in trying to find our own way in the beginning stages, but coming up with something uniquely ‘us’ was of the utmost importance. Haven needed to look comforting but also different; it needed to entice customers but also project a level of class and service that was important to the overall brand, and I think we found that.

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Haven Haven… a HOME, a safe place; that little piece of the world that we make for ourselves and our family - that’s what we help you build. It’s more than just creature comforts and knickknacks - this isn’t about buying a new TV to watch but rather about the times you have with the people you watch it with. In the kitchen, bath, living room and bedroom…these are your safe places, your home… a haven, and we want to help you create it.

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Your Home Your Way Bringing the best in home furnishing and dÊcor, we connect our customers with everything they’ll need to make a home a haven. Whether lighting, bath, outdoor, dining, or furniture, Haven has everything you need to make your home truly yours.

Design Brief


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Haven Bath

Outdoor

Dining

Bedding

Pool

Cookware

Bedroom Furniture

Outdoor Cooking

Cutlery

Bath

Outdoor Entertaining

Appliances and Electronics

Gardening

Kitchen Tools Diningware

Design Brief


Company Divisions

Lighting

Furniture

Ceiling

Sofas

Table & Task Lamps

Sectionals

Floor Lamps

Chairs & Ottomans

Sconces

Benches & Trunks

Bath Lighting

Coffee & Accent Tables

Outdoor Lighting

Media & TV Storage

Lanterns & Decorative Lights

Cabinets & Bookcases Game Tables Living Room Collections

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Design Process Section Two


Logo Sketches

Design Process


19


Stationery Sketches

Design Process


21


Stationery Sketches

Design Process


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Stationery Sketches

Design Process


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Brochure Sketches

Design Process


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Typography Format and applications

Futura ABCDEFGHIJKLMNOPQRSTUVWXYZ

Haven Bath

abcdefghijklmnopqrstuv wxyz

Outdoor

0123456789

Dining

!@#$%^&*()

Caslon ABCDEFGHIJKLMNOPQRSTUVWXYZ

Furniture

Haven

Lighting

Bath

abcdefghijklmnopqrstuvwxyz

Outdoor

0123456789

Dining

!@#$%^&*()

Furniture Lighting

Design Process


Haven Your home is a Haven. This is the mantra by which we live by, for over 30 years now we here at Haven have brought only the highest quality in home furnishing to you. We believe that your home is a haven; it’s where you play, dine, work, sleep, and dream. In short, it’s where your life takes place. From the bedroom to the bath, the kitchen to the home office, the entryway to the backyard, we have everything you need to create your dream home – and to entertain in it. We’re here to inspire beautiful decoration for every occasion and thoughtful gifting for everyone on your list-in our stores, through our catalogs, online and over the phone. Haven design studio specialists are trained to provide expert decorating and entertain advice in our stores, in our customers’ homes

and on the web via email and live chat – all free of charge. In addition, our Specialists host over 50 complimentary decorating and entertaining advice in-store classes and events each year. Online, we also offer an extensive archive filled with hundreds of exclusive articles, videos, decorating tools and our custom room planner. No matter what your design dream or dilemma, we’re here to help – anytime, anywhere. We take great pride in our exclusive products. Our in-house designers and expert craftsmen draw inspiration from time honored designers from all over the world to create unique collections at an excellent value - and we always hold ourselves to the highest standards of quality.

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Typography Format and applications

Design Process


Haven’s typographic identity is composed of Futura and Caslon

Caslon is a serif typeface that is characterized by short ascenders and descenders with a moderate modulation. It works well with Futura, which is based on geometric shapes that became representative of visual elements of the Bauhaus design style. When we were designing the typographic identity for Haven, we knew we wanted a combination of two distinct yet complimentary fonts that would work well together, and with these two, I think we came up with a great solution.

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Cupboards & Cabinets, Area? Haven started out looking a lot differently than it looks today; in fact, it started out under an entirely different name. “Cupboards & Cabinets” was the original choice. After that, other names were thrown about such as ‘Area,’ but ultimately Haven was thought of as cleaner-sounding, better paired with the company divisions and thematically stronger.

cupboards & cabinets cupboards & cabinets

cupboards & cabinets

cupboards n cabinets CUPBOARDS

& CABINETS

cupboards n’ cabinets cupboards & cabinets

Design Process


Area AreaLiving Area... AREA... AREA...

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Divisions

Departmentalizing Fairly early on we began developing the division of the company. We tried out a lot of naming ideas, but eventually felt that a straightforward approach was the best. Kitchen, bath, living room and bedroom would be the names that people recognized and thus worked the best.

cupboards & cabinets kids cupboards & cabinets bath cupboards & cabinets outdoor cupboards & cabinets furnishing cupboards & cabinets kitchen

Design Process


Area... youth Area... bath Area... living Area... dining Area... outdoor 35


Colors

C-20, M-21, Y-29, K-0 R-205, G-192, B-176

C-0, M-0, Y-0, K-0 R-255, G-255, B-255

C-45, M-45, Y-58, K-12 R-136, G-123, B-104

C-0, M-0, Y-0, K-100 R-0, G-0, B-0

Design Process


The main colors in the identity are two shades of taupe; black, white, and gray are also used as accent colors. For example, refer to your right.

Haven The Building of a Brand

Haven The Building of a Brand

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Reference Layouts

Design Process


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Reference Layouts

Design Process


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Identity Section Three


Stationery

Haven

Albert Morales Manager 337 Industrial Way Portland, OR 99034 Phone: 503.222.2242 Fax: 503.233.4723 haven.com

337 Industrial Way Portland, OR 99034 Phone: 503.222.2242 Fax: 503.233. 4723 amorales@haven.com haven.com

info@haven.com

Haven

Haven

Letterhead

Identity

337 Industrial Way Portland, OR 99034


Albert Morales Manager

337 Industrial Way Portland, OR 99034 Phone: 503.222.2242 Fax: 503.233. 4723 amorales@haven.com haven.com

Haven

Albert Morales Manager

337 Industrial Way Portland, OR 99034 Phone: 503.222.2242 Fax: 503.233. 4723 amorales@haven.com haven.com

Digital Signature

Haven

Haven

337 Industrial Way Portland, OR 99034

business Cards

Mailing Labels

Haven

337 Industrial Way Portland, OR 99034

Envelope

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Identity


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Brochure

Bath Make a splash in bed and bath with our ultra-soft bath towels and bath rugs, shower curtains, exclusive bed linens and duvet covers.

05 Bath

With each brochure layout it was important to develop consistent compositions that would change as the brochure progressed but stayed uniformed and interesting. Moving through the different divisions while still maintaining uniformity was a great challenge that tested our abilities at times and made for a fun experience.

Identity

06


Bath Make a splash in bed and bath with our ultra-soft bath towels and bath rugs, shower curtains, exclusive bed linens and duvet covers.

Haven Outdoor and indoor furniture, for moden living. Your home is a Haven. This is the mantra by which we live by, for over 30 years now we here at Haven have brought only the highest quality in home furnishing to you. We believe that your home is a haven; it’s where you play, dine, work, sleep, and dream. In short, it’s where your life takes place. From the bedroom to the bath, the kitchen to the home office, the entryway to the backyard, we have everything you need to create your dream home – and to entertain in it. We’re here to inspire beautiful decoration for every occasion and thoughtful gifting for everyone on your

list-in our stores, through our catalogs, online and over the phone.

Exclusively Designed Haven design studio specialists are trained to provide expert decorating and entertain advice in our stores, in our customers’ homes and on the web via email and live chat – all free of charge. In addition, our Specialists host over 50 complimentary decorating and entertaining advice in-store classes and events each year. Online, we also offer an extensive archive filled with hundreds

of exclusive articles, videos, decorating tools and our custom room planner. No matter what your design dream or dilemma, we’re here to help – anytime, anywhere. We take great pride in our exclusive products. Our in-house designers and expert craftsmen draw inspiration from time honored designers from all over the world to create unique collections at an excellent value - and we always hold ourselves to the highest standards of quality.

01 Introduction

02

05 Bath

06

Dining

Company Divisions

Set the table stylish from casual to special occasion with our exclusive dinnerware, drinkware and flatware for dining and entertaining.

Bath

Outdoor

Dining

Pool

Cookware

Bedroom Furniture

Outdoor Cooking

Cutlery

Bath

Outdoor Entertaining

Appliances and Electronics

Gardening

Kitchen Tools

Bedding

Diningware

Furniture Sofas

Lighting Ceiling

Sectionals

Table & Task Lamps

Chairs & Ottomans

Floor Lamps

Benches & Trunks

Sconces

Coffee & Accent Tables

Bath Lighting

Media & TV Storage

Outdoor Lighting

Cabinets & Bookcases

Lanterns & Decorative Lights

Game Tables Living Room Collections

05 Dining

08

03 Company Divisions

04

Outdoor

Lighting

Havens’ outdoor furniture, outdoor decor and patio furniture combine style and function. We bring indoor elegance to outdoor living whether you’d like to add an outdoor bench to your garden or a swing to your porch, we have what you are looking for.

For that little extra glow in a room, look no further than these elegant table lamps. For contemporary table lamps that will brighten up a space whether it’s on or off, look to us.

07 Dining

10

09 Outdoor

10

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Haven Outdoor and indoor furniture, for moden living. Your home is a Haven. This is the mantra by which we live by, for over 30 years now we here at Haven have brought only the highest quality in home furnishing to you. We believe that your home is a haven; it’s

list-in our stores, through our catalogs, online and over the phone.

Exclusively Designed Haven design studio specialists are

where you play, dine, work, sleep, and dream. In short, it’s where your life takes

trained to provide expert decorating and entertain advice in our stores, in our

place. From the bedroom to the bath, the kitchen to the home office, the entryway to the backyard, we have everything you need to create your dream home – and to entertain in it. We’re here to inspire beautiful decoration for every occasion and thoughtful gifting for everyone on your

customers’ homes and on the web via email and live chat – all free of charge. In addition, our Specialists host over 50 complimentary decorating and entertaining advice in-store classes and events each year. Online, we also offer an extensive archive filled with hundreds

01 Introduction

of exclusive articles, videos, decorating tools and our custom room planner. No matter what your design dream or dilemma, we’re here to help – anytime, anywhere. We take great pride in our exclusive products. Our in-house designers and expert craftsmen draw inspiration from time honored designers from all over the world to create unique collections at an excellent value - and we always hold ourselves to the highest standards of quality.

02

Outdoor Havens’ outdoor furniture, outdoor decor and patio furniture combine style and function. We bring indoor elegance to outdoor living whether you’d like to add an outdoor bench to your garden or a swing to your porch, we have what you are looking for.

07 Dining

Identity

10


Dining Set the table stylish from casual to special occasion with our exclusive dinnerware, drinkware and flatware for dining and entertaining.

05 Dining

08

51


Company Divisions Bath

Outdoor

Dining

Bedding

Pool

Cookware

Bedroom Furniture

Outdoor Cooking

Cutlery

Bath

Outdoor Entertaining

Appliances and Electronics

Gardening

Kitchen Tools Diningware

Furniture

Lighting

Sofas

Ceiling

Sectionals

Table & Task Lamps

Chairs & Ottomans

Floor Lamps

Benches & Trunks

Sconces

Coffee & Accent Tables

Bath Lighting

Media & TV Storage

Outdoor Lighting

Cabinets & Bookcases

Lanterns & Decorative Lights

Game Tables Living Room Collections

03 Company Divisions

04

Bath Make a splash in bed and bath with our ultra-soft bath towels and bath rugs, shower curtains, exclusive bed linens and duvet covers.

05 Bath

Identity

06


Lighting For that little extra glow in a room, look no further than these elegant table lamps. For contemporary table lamps that will brighten up a space whether it’s on or off, look to us.

09 Outdoor

10

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Identity


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Identity


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Identity


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Box (general)

Identity


Plates

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Full Webpages

Identity


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Webpages

Identity


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Digital Component This website was designed as a companion piece to our book:, the graphic style, typographic system and color scheme was translated into a website design in order to create a seamless transition from one medium to the another.

Identity


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Advertisement Section Four


Haven ather around our generous farmhouse-inspired table for memorable meals. A hand-distressed black finish with brown undertones on the apron and clean, tapered hardwood legs suggest a relaxed refinement that moves Pranzo out of the country and into a casual dinner party for 12 (three self-storing extension leaves allow up to 14 with the “holiday factor.�) Tanganyika walnut top gets its rich character from a multistage process of layering and distressing to achieve a deep, rich patina with prominent hand-brushing. To find a store near you, call 800 996 9960 or visit haven.com

Magazine Ad 2

Advertisement


Haven Solid blue goes back-to-back in washed linen framed with a sly wink of finely feathered fringe. Single out as a solid or mix and match with two-toned color pairings found in our casually elegant Eyelash pillow collection. Our decorative pillows include your choice of a plush feather-down or lofty down-alternative insert at no extra cost. To find a store near you, call 800 996 9960 or visit haven.com

Magazine Ad 3

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Advertisement


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Haven

Accessories For Modern Living

Haven

We’d Love To Spend The Holid Advertisement


days With You 75


Bus Shelter Poster For our billboard set, we wanted to mix graphic style elements and photo-based design to give our brand an overall diversity that makes the system more interesting. Our interior designers composed several visually interesting home decor compositions that give both a modern and cozy feel to our posters while our vector based poster took a more minimalist approach to their work. Our designers utilized the different dimensions of the billboards to give the best possible face to our merchandise, allowing not just for diversity in perspective but also in products chosen to highlight.

Poster 1

Advertisement


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Billboard

Advertisement


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COLOPHON Designer : Jose Del Valle

Copy and Caption:

Class : Typography 3

Futura Book 6/10pt

Professor : Lian Ng

Tracking: + 10

School : Academy of Art University Header: Table Of Contents:

Caslon Roman 18/22

Futura Book 10/14pt

Tracking: + 25

Caslon Roman 13/17pt Tracking: + 10

Runner : Futura Book 8/2pt

Chapter Opening : Futura Book 51/33pt Caslon Roman 23/17pt Tracking: + 10

Tracking: + 10


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A SANCTUARY. AN OASIS. A HAVEN. Your home should be more than a residence, it should be a retreat. Haven is a furniture and dÊcor company that adheres to this concept, understanding that great design should not come at the sacrifice of your comfort or budget. This is why we deliver amazing style, quality, and value everyday, to help turn your home into something more‌your own personal haven.


Haven