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DESIGN SYSTEM 2011

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DESIGN SYSTEMS Rocky Mountain College of Art and Design Spring 2011


Table of Contents Context Process Concepts Yard React 40 West Profiles Conclusion

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CONTEXT


Introduction What is Design Systems? The Project Our Goals


What is Design Systems? An intensive course in the Communications Design program at Rocky Mountain College of Art and Design, which focuses on the principles and elements of brand, identity systems and connecting brands to human beings. Students working as individuals and in teams engage in long-term projects that address the significance of systems design, applications, and identity management. Company mission, goals, and objectives will be researched, investigated, and presented in detail. Content hierarchy, complex grid systems, typographic hierarchy, text/image integration, and color identification are explored in depth. Students also examine 20th century and contemporary branding systems. At the conclusion of this course, via long-term projects, students will demonstrate the conceptual and technical ability to establish, define, and design a complex system.

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The Project: In cooperation with the City of Lakewood, the Design Systems class was presented the opportunity of designing an “Art and Design District” in the area surrounding the RMCAD campus. This task included:

• Integration of future RTD Lightrail Station at 13th and Lamar St.

• Considerations towards “pedestrian-friendly” solutions, including a safe means of conveyance for

pedestrians across Colfax Ave.

• Development of wayfinding systems with considerations of lighting.

• Projection of potential new establishments such as galleries, studios, restaurants, etc.

• Promotion of RMCAD’s status and contributions to the surrounding community.

• Projection of portential rendering for the “Albertson’s” building, becoming the new face of the

RMCAD campus to the community.

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Our Goals: While every project must be approached with a fresh point of view geared towards the specific requirements that project brings, we were able to quickly establish some guidelines for what we expected of ourselves. Our first goal was to keep our solutions human-centric, always geared towards how people experience and interact with our design. Our second goal was to make that whatever our solution, it needed to be authentic. Fortunately, there is already a word that encompasses the authentic feel of a place along with focusing on the human experience, and that word is: community.

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PROCESS DESIGN SYSTEM 2011

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Research Art Districts Personas RTD/TOD Visitors History

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Art Districts

To get a better grasp of how to handle all of the complex details that an arts district entails, we looked

Santa Fe The Piazza RiNo

to the different models of how art districts are run from here in the Denver Metro area, from across the country and even around the world.

While it was certainly inspiring to look into

international art districts, many have such unique qualities due to their geography and own culture that would be impossible to artificially replicate. Instead, we learned from these examples of how other locations utilized what was unique to their location and their way of life and capitalized on these assets, causing us to start to examine the assets that we have here in Lakewood.

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Art District on Santa Fe The Art District on Santa Fe (or ADSF) was founded as a non-profit organization in 2003, made up of 17 different galleries, businesses and theaters. The ADSF declares their mission statement to be: “The Art District on Santa Fe is dedicated to promoting public awareness of Santa Fe Drive as a unique art and cultural district, and furthering the arts and art education in the metropolitan community.” Certainly Santa Fe has been the first thing on Coloradan minds when they hear the term “art district,” as the ADSF has enjoyed growth in their membership and have garnered a reputation as being one of the destination stops when visiting Colorado. However, in recent years, this curve of growth has slowed, not at all improved by recent nationwide economic woes. Not to be deterred, the ADSF remains the largest art district in Denver, experiencing thousands of visitors during the ever popular “First Friday” event, when on the first Friday of every month, crowds of people walk up and down Santa Fe Dr. enjoying the newest gallery openings and often some free entertainment and beverages.

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In Brief: • Organized as a non-profit organization in 2003, composed of 17 galleries, museums and theaters. Some of the questions that took away from our research and interviews were:

• How to create a sense of security?

• First Friday Art Walk: Thousands of people come

• What issues do we face with access/walkability?

out and walk up and down the streets, enjoying

• The importance of overall district identity and branding?

complimentary refreshments, live entertainment,

• Are First Fridays getting to be only about the schmoozing and boozing?

and the latest gallery openings.

• How to make ownership of space feasible? • Third Fridays: A “quiet companion” of First Fridays, geared towards serious art collectors.

• “...The most requested information brochure by visitors of Denver.” –Jack Pappalardo, ADSF President

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The Piazza at Schmidt’s A true rags to riches story, the Piazza at Schmidt’s (casually referred to as “the PIazza”) is a success story of urban renewal. Northern Liberties in Philadelphia was a notoriously bad neighborhood which the wise vacated come sundown. Bart Blatstein saw his opportunity. In 2000 he began the process of renovating and repurposing largely abandoned industrial buildings and converting them into live/work spaces, making use of the nearby public transportation to allow his community to be pedestrian friendly. With such drastic overhaul (and a 40 foot HDTV to watch) the Piazza has become a hub excitment and activity for all members of the community.

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In Brief: • Country’s largest private urban renewal initiative: 80,000 sq. ft. open-air plaza with 35 artist’s studios/boutiques, 500 apartments, and 50,000 sq. ft. of office space.

• “Built on the principal of the 5-minute community, the Piazza gives residents and visitors alike the opportunity to connect at the ground level with open space, restaurants, work places, shopping, and more.” – The Piazza Community, http://www.atthepiazza.com/community.html

• Transit-Oriented Development (TOD) allows pedestrians/cyclists access to public transportation, sharply reducing the need for cars.

As with Santa Fe, our examination of the PIazza raised certain areas of interest and questions that we knew would need to be addressed in our solutions.

• What can be recycled/re-purposed?

• Can we appeal to all ages?

• How do businesses/galleries connect with the community?

• Where can we get one of those giant TV screens?

• Transformed notoriously dangerous Northern Liberties neighborhood into a gathering place that is safe and fun for all ages, and has events and activities all year round.

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RiNo (River North Arts District) Generally when a few friends get together and start throwing around ideas about what will make their neighborhood better, nothing becomes of it. RiNo is the exception to the rule. The River North district had the artists and studios, but they didn’t have anything tieing them all together. That’s when the RiNo identity was developed purely off the acronym for RIver NOrth. It was this naming choice that caught the attention of local cartoonist Kenny Be, who inadvertantly boosted RiNo’s growth by showcasing them among the many acronymed neighborhoods of Denver. This grassroots movement has taken hold and blossomed, attracting even more artists and gallery spaces.

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As always, we took RiNo’s example and then looked to see how it could apply to our design challenge. These were the questions we utilized to inform our design decisions:

• What do we already have, and how can we use those things to our advantage?

In Brief:

• How to create a sense of cohesion in the area? RiNo also differentiates itself from other Denver art districts through their tagline: “Where Art is

• Denver’s newest and fastest growing arts • How do we make the area pedestrian friendly?

Made.” While the popular notion would be that an art district would hold a majority of galleries, RiNo takes pride in the number of working artists who

district, RiNo boasts 140 artists/designers and 50+ creative businesses.

• What sort of cool animal acronym can we use that isn’t taken?

• “It’s enticingly raw and gritty – just the kind

live in their neighborhood. Indeed you would be

of unpolished, hidden-away space that many

hard-pressed to find a more varied and talented

artists crave...While some buildings are new,

collection of creative talent from nearly every field

most are refitted industrial buildings scattered

imaginable, from sculptors to metal-workers to

across rugged neighborhoods.”

video production to design, RiNo has it all.

– Kyle MacMillan, Denver Post

• Homegrown, organic, grassroots phenomenon that took existing movement and turned it into RiNo.

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Personas

Name: John Hammermill

Name: Philip Granger

Age: 37

Age: 72

It becomes vital when designing for people, to

Location: Denver, CO

Location: Lakewood, CO

understand who these people are. What their

Occupation: Skate/Snow Shop Manager

Occupation: Retired Police Officer

environment currently around them. After enough

John moved to Denver, CO from West Chester, PA

Philip was born and raised in Lakewood, so he

research, patterns begin to form that we can pull

approximately two and a half years ago. He was

knows a thing or two about its history and the

out as “personas,” or a fictionalized version of the

offered an opportunity to become a purchaser/

wave of interest in the area. He worked as a

real people of the community.

manager for a well-established skate and snow

Lakewood Police officer for 32 years, and helped

shop in Denver. John is well connected within

serve and protect the community he loves. He’s

both the Philadelphia and Denver skate and

open to change but with a watchful eye on what

snow scenes. A large portion o fbeing a part of

the city has planned for the area. He’s tired of

that culture is also being connected to the arts

saloons, strip clubs, dispensaries and riff-raff that

community. He frequently hangs out at RiNo with

have plagued the city. Having the city clean up the

some of his friends who are artists/screenprinters.

area is a welcome sign to Philip.

background is and how they interact with the

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Name: Jody King

Name: Renee Posh

Age: 39

Age: 18

Location: Lakewood, CO

Location: Denver, CO

Occupation: Sales Service Representative

Occupation: Full-time Student

Jody works for TCF Bank located in Belmar as

Renee is a full-time Fine Arts major at RMCAD.

a Sales Service Rep. She recently moved from

She’s originally from Ft. Collins, and was

Detroit six months ago and so far so good. She’s

undecided between RMCAD and Metro, but was

found a nice group of friends who she can hang

swayed toward RMCAD because of the campus

out with in her down time. They go to all the hot

atmosphere and quality teachers. She lives a

spots in Denver; Santa Fe for First Fridays, the

couple blocks away from campus in an apartment

lounges and clubs on Larimer, and the bars on

with a couple of older students she found on a

Blake Street. Having some night life other than

bulletin board at school. The idea of an arts district

Belmar would be a welcome change so she and

has her wheels turning because she really likes

her friends wouldn’t have to travel as far.

the area and would like to grow with it.

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CONCEPTS 24

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YARD Breeanna Heiss, Jared Brown, Joe Garrick, Ryan Scott, Patrick Vinson, Nick Valadez

BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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This is not dirt

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This is Potential BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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This is a new way of looking at the world. This is a place where you can...

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DREAM BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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Welcome to the Yard. BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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jan 04

feb 05

mar 01

apr 03

Living Identity

may 09

jun 11

jul 08

aug 02

Yard utilizes a “Living Identity� system, meaning

sep 07

that certain aspects of the mark will change

oct 10

according to certain preset conditions. In this case, our mark becomes expressive of the date and temperature.

nov 12

dec 06

< -10 to 10 07

04

11 to 30 12

09

06

31 to 50 05

51 to 70 01

10

71 to 90 03

91 to 110+ 02

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SYSTEM TESTS SCENARIO 01: 03/28 | 66˚

SCENARIO 05:

02/14 | 46˚

SCENARIO 09:

05/29 | 22˚

SCENARIO 02: 08/18 | 91˚

SCENARIO 06:

12/08 | 30˚

SCENARIO 10:

10/11 | 59˚

SCENARIO 03: 04/20 | 72˚

SCENARIO 07:

09/15 | 0˚

SCENARIO 11:

06/21 | 115˚

SCENARIO 04: 01/15 | - 10˚

SCENARIO 08:

07/01 | 105˚

SCENARIO 12:

11/13 | 16˚

BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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An opportunity to...

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BUILD


Yard aims to take advantage of the vast opportunities to build the community up, through various media not just limited to construction sites.

BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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Website ww w. ya rd .o rg /hom e

04 /14 | 62Ë&#x161;

The Yard website continues to embody the living identity system, with the home page changing dependent on the date and weather. The logo itself acts as navigation and delivers content in a horizontally scrolling format.

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BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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Mobile App

those who have a smart-phone, this app allows you to stay on top of everything that’s happening in the Yard, with quick access to Lightrail schedules, the various events that are always happening, and even some reminders of upcoming happenings.

3G

4:08 PM

events

events

T LIGHr a

il

VENDORS

N ex t YAR D

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CHILDREN’S Cartoon Drawing @ ART WORKSHOP August 25, 2011 9am to 1pm FOOD

SA L

E:

5.19.2011

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4:08 PM ART & LIFE

3G

ART & LIFE

Tied into the website is the Yard mobile app. For

Free


Building Concepts

Many of the existing buildings in the Yard arenâ&#x20AC;&#x2122;t quite living up to their full potential. Here we have imagined how these buildings could be repurposed to better serve the community at large. In this instance, an empty store transforms into a large scale art supply store, dutifully serving the many artists of the community, and even allowing them to display their talents on the wall facing Colfax.

BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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In this instance, we imagined how the Albertson’s building could be transformed to show its connection with RMCAD and become more inviting for the community. A large window giving a glimpse into the public gallery offers people nearby a peek in, while the bright colors draw the eye from a distance. The naming of the building “Market,” is a nod to the previous use of the building but also works on different levels which we explore later on.

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This is a simplified rendering of a proposed pedestrian bridge that would span across Colfax Ave.,

Colfax Bridge

allowing safe passage for pedestrians across the busy thoroughfare on their way to and from the Lamar St. Station. It is designed with solar powering, and a runoff water collection system that will aid in powering the two tower elevators. Glass sides allow the Yard mark to be etched into the glass while not disrupting the westbound view of the mountains, or the eastbound view of Downtown Denver.

BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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Wayfinding Welcome to the 21st century! With these digital display screens at public transportation hubs, people can not only navigate through the Yard, but also find out whatâ&#x20AC;&#x2122;s happening at their favorite locales and even enjoy a preview of some of the art on display.

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BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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Working with (and in contrast of) the digital display screens, will be physical signage helping guide pedestrians to landmark destinations throughout the Yard while using the same shapes and curves of the logo. Made out of wood, these signs also remind the community of the craftsmanship and creativity that thrives here everyday.

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We revisit the “Market,” no longer competing for attention but standing as a more sophisticated and confident gallery space than a renovated supermarket. The name still retains the history of how the building served before, but now it is aplace for new creative ideas rather than shopping carts and frozen foods.

BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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The need to...

GROW 46

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The Yard is not just one wave of fresh thinking that will soon dissipate. It is a lasting part of the community and as such, needs to be tended and cared for to ensure it continues to bear the fruit of thriving creativity.

BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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Community Events The cornerstone of the Yard is not the slick graphics or the fancy buildings, but the people. The people who live and grow within the yard help it to do the same. As reminders to everyoneâ&#x20AC;&#x2122;s creativity, digital lightboards at the Lamar St. station and other public gathering places allow people a non-destructive way to express themselves. And of course, who could possibly miss a Yard Sale, a chance for neighbors to come together, clean out the closet and enjoy a weekend of knick-knacks and food and live entertainment.

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BREEANNA HEISS, JARED BROWN, JOE GARRICK, RYAN SCOTT, PATRICK VINSON, NICK VALADEZ

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We are react. Involving the local community is important becuase it is what will make this district thrive

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The Community Involving the local community is important becuase it is what will make this district thrive

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When we first learned that we were going to

To learn even further about what people wanted

help design the experience of an arts district for

out of their art district, we dropped off some

the Lakewood community, we intially thought to

printed surveys at the local library. This helped

get the opinions and ideas from these people

us gain an understanding of how involved the

themselves.

community wanted to be.

We created an online survey and sent the link

We recived answers from various age groups

around to people we knew lived in Lakewood or

ranging from 16 to 60+.

the surrounding area. We also posted a link to the survey under the Denver classified section of Craigslist.org.

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I would like to see a successful ratio in expression and technical skill in the art on display, and a strong comradery among community and artists. TYLER GASKEY, BRANDON MANNHEIMER, CODY MOISEVE

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â&#x20AC;&#x153;

I would like to see a greater community and understanding of the arts that allows people to market and put work on display.

â&#x20AC;&#x153;

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Support local artists and students within the immediate vicinity as there are already six or so art districts in town. Do something different, like apparel, and keep it local. TYLER GASKEY, BRANDON MANNHEIMER, CODY MOISEVE

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â&#x20AC;&#x153;

Something important is an interesting name that eludes to something that deals with arts right off the bat, something that calls for a person to do something with the art district itself.

â&#x20AC;&#x153;

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TYLER GASKEY, BRANDON MANNHEIMER, CODY MOISEVE

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Sketching When we started sketching for our logos we kept the main theme of the 5 senses. These 5 senses are what someone uses to react to their environment. We played with geometric shapes and playful word marks that might get someone to react.

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Vector Ideations After moving from the sketch pad onto the computer, we started playing with customized type and more geometric shapes. We started using a pentagon because of itâ&#x20AC;&#x2122;s 5 sides representing the 5 senses.

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Word Mark Variations When we moved onto the typographic aspect of our branding, we wanted to keep the contemporary look our logo mark featured.

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react Futura Std Light

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Final Logo Mark Here you see our final logo mark, which we think represents an arts district because it is modern, and its three dimensional aspect signifies moving forward in the art and design world. The negative space featured on the inside of the logo forms a pentagon, which represents the 5 senses.

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Final Custom Word Mark After completing many different custom type variations and playing with different typefaces, we were most pleased with Futura Std Light. We felt this typeface was geometric enough to complement our logo mark, and contemporary enough to keep the overall look we wanted. We decided to push this further, and alter the mark to become more soft with geometic influence. The final word mark is custom vectored typography, influenced by Futura Std Light.

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Final Mark Placement After deciding upon both a logo mark and word mark, we had to choose how these marks would play off of eachother with placement. The final mark has the logo and typography placed close enough to create a nice harmony between both of these marks.

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TYLER GASKEY, BRANDON MANNHEIMER, CODY MOISEVE

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Color Palette When playing with color. we wanted to use it in a way that would make the audience react. We chose five seperate color systems, that were bright enough to react to, and also rich enough to distinguish very distinctively.

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Color Application After deciding upon a final color palette, we moved on to the application of those colors to the logo itself. We chose to do five different applications, to mimick the 5 sense idea, and also give employees and businesses within the district and open color system to chose from. The idea is someone can chose from these five color arrangments, instead of just one color so they have some freedom, rather than choosing a random color which would our branding guidelines.

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Deliverables After establishing a strong brand for our arts district, we moved on creating deliverables you would see this brand applied to.

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Web Presence In the modern world having a web presence is vital to the growth of a community in the digital era. React, maintaining a rounded presence keeps the community updated and informed through a number of online networks. Having a website allows community members and visitors to find out the latest news on events, new gallery exhibits, and everything that is going on in the community. Additionally, due to growth in social media networks like Facebook and Twitter, React maintains a presence in each of these networks to reach out to a greater audience.

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Our website would great you with a question, automatically prompting you to React. You choose to which reaction you have had to enter the full website.

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On the right, you see Reactâ&#x20AC;&#x2122;s social network presence on twitter. This would be utilized to inform the community about special events, new exhibitions, and connect with the public.

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Print Material After deciding upon a final color palette, we moved on to the application of those colors to the logo itself. We chose to do five different applications, to mimick the 5 sense idea, and also give employees and businesses within the district and open color system to chose from. The idea is someone can chose from these five color arrangments, instead of just one color so they have some freedom, rather than choosing a random color which would our branding guidelines.

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Here you see the front and back of the business cards used for React employees. The color could be changed according to the color system we have established for our mark.

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Environmental Graphics Maintaining a consistent and welcoming atmosphere is important to making our community feel comfortable and excited to be visiting React. When one enters the React Art District we want them not to simply feel like they have just continued into a new shopping complex, or strip mall, but that they are in a new world. Having environmental graphics and sculptures help maintain this atmosphere. From 3D sculptures, to signage, and even stickers that identify business that are react members, a strong sense of creativity is formed.

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Here you see an image of a lamp post banner that would be hung on all lamp posts within the area of the districts.

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Here you see images of a 3D sculpture of our mark that would slowly arise out of the ground the closer you get to the district at each RTD station.

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Here you see images of a sticker decal that could be featured on the windows or doors of local businesses within the district.

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Environment Interaction Our goal is to get a reaction form everyone in the art district. No matter what sense they use, we want them to fully experience what it is to react to their surroundings. For this reason, React offers various interactive environmental features to draw the community in.

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Here you see a mockup of an interactive wall that would be featured in the district. The wall would include various things, like our mark, floating around on a screen that you could touch and change the color of, as well as move it around.

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40 West Robyn Clark, Jennifer Greening, Jody Metzger, Beth Rosa, and Mara Stitt

ROBYN CLARK, JENNIFER GREENING, JODY METZGER, BETH ROSA, AND MARA STITT

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ROBYN CLARK, JENNIFER GREENING, JODY METZGER, BETH ROSA, AND MARA STITT

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“If you go from one end of Colfax to the other, you’ll find what you’re looking for all on that one street. It’s always been that way.” - Dwayne Clarke, local business owner

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History A past notable for its important, unusual, interesting events: a street with a history.

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In the early 1850s miners came to Colorado seeking the mother load. They blazed a trail that would become Colfax Avenue.

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In 1859, Denver was 1 year old, growing rapidly and in need of a main street. Colfax Avenue was officially created.

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In the 1950s car culture hit the nation and drivers sought a main thoroughfare. Drivers and travelers turned to Colfax Avenue.

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Since those days, merchants and residents alike have sought a high traffic area in which to live and peddle. Colfax Avenue became the obvious choice.

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In 2011, artists and free thinkers seek a place to gather and create. Again, we are turning to Colfax Avenue.

ROBYN CLARK, JENNIFER GREENING, JODY METZGER, BETH ROSA, AND MARA STITT

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Where great art comes together. We are a community oriented neighborhood committed to cultivating experiences of art & life.

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0

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Because of Colfax Avenueâ&#x20AC;&#x2122;s vast history many

40 West promises an artistic, community driven

people consider it to be a Colorado landmark. So

learning experience by introducing an environment

it is only natural to want to name our arts district

of art galleries, live and work spaces, local

after the street. However naming locations after

musicians, and local businesses.

Colfax is hardly unique. Just as the area played a huge role in Coloradoâ&#x20AC;&#x2122;s Since Colfax has been part of US highway 40 for

history, 40 West Arts District will have a big impact

nearly a century, we thought is was appropriate to

on the lives of the people in the community. Here

name our arts district 40 West.

people can interact with art in any way they like.

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Logo Ideations With our logo ideations we were inspired by the US highway shield and the compass. We wanted something that said contemporary but also something that was reminiscent of the rich history of Colfax Avenue and the community.

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Word mark Ideations These are some of the type treatments we experimented with when working with 40 West spelled out rather than numerically. We ultimately decided that using 40 West numerically was more in line with our vision.

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Lobster

Bauhaus Std

Garamond

Auriol LT Std

DIN 1451 Std

Americana Std

ITC Clearface Std

Peignot LT Std

ITC Benguiat

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Final Logo We decided that this logo was the best choice because it is clean, simple, contemporary, but also slightly reminiscent of the US highway shields, and is completely in line with our vision for the arts district.

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Lockup Ideations We added our tag line “Where Great Art Happens” and experimented with the placement of it. We decided that the top right was the best option.

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where great art happens.

where great art happens.

where great art happens.

where great art happens.

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Color Palette We wanted the color palette to come from the community, be inspired by the community, and be for the community. We chose colors that best represented the fun atmosphere. We took the colors right from the community because the community is one of the most important aspects to the 40 West Arts District. The community is the base of what 40 West is.

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C:35 M:100 Y:35 K:10

C:98 M:73 Y:50 K:52

C:53 M:00 Y:100 K:00

C:100 M:95 Y:05 K:00

C:100 M:00 Y:00 K:00

C:00 M:78 Y:100 K:00

C:00 M:96 Y:100 K:13

C:00 M:00 Y:00 K:20

C:00 M:00 Y:00 K:100

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Color logo and tag line

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where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

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Final Color Lockup With the final color lockup we chose to not limit ourselves to one or two colors because our colors come directly from the community. We wanted to give the option of all the colors so the diverse community would always be represented in our identity.

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where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

where great art happens.

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This represents the identity of 40 West Arts District. There are 40 shapes that as a whole represent us. The 40th shape is different which symbolizes that 40 West is different. 40 West is a different kind of place, a different kind of experience, a place where great art happens.

40 West Arts District

A different kind of place, a different kind of experience. For more information visit: www.40west.com

www.facebook.com/40W

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Business Cards The concept behind our business cards is that each resident as well as each person who works for or at 40 West has the opportunity to have business cards. Each person gets the choice of color, layout, and where if at all the die cut is. Each personâ&#x20AC;&#x2122;s card is unique but still clearly apart of the 40 West brand.

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Jody Metzger

Mara Stitt

Robyn Clark

1600 Pierce St 214 Lakewood CO 80

1600 Pierce St 214 Lakewood CO 80

1600 Pierce St 214 Lakewood CO 80

303-914-6890 t.com jmetzger@40wes igns.com www.marastittdes

303-819-5782 t.com jmetzger@40wes designs.com www.jodymetzger

303-425-8903 om rclark@40west.c

Eric Skogstad 1600 Pierce St 214 Lakewood CO 80

303-387-4286 st.com eskogstad@40we .com www.ericsdesigns

g

Jennifer Greenin

www.rclark.com

Beth Rosa

1600 Pierce St 214 Lakewood CO 80

1600 Pierce St 214 Lakewood CO 80

303-429-9981 t.com jgreening@40wes signs.com www.greeningde

303-423-8963 m brosa@40west.co m

www.bethrosa.co

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Website We kept the website simple. When the user first comes to the page all the circles are green but when the user hovers over each individual circle they change to a image of an event, or gallery, or store in the art district. The user can click on the circles and more information will pop up for the user to see and peruse.

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About 40W

About 40W

Subscribe

Subscribe

News + Events

News + Events

Contact

Contact

Studios + Galleries

Studios + Galleries

Membership

Membership

Calendar

Calendar

Social Networks

Social Networks

Facebook

Facebook

Twitter

Twitter

After school Program

After school Program

Art classes

Art classes

The Market

The Market

© 2011 40 West Arts District

© 2011 40 West Arts District

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Around Town “A community needs a soul if it is to become a true home for human beings.”

- Pope John Paul II

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With the art and new life of the 40 West Arts

As art and people come together, the district

District there are new possibilities for revitalizing

promises new possibilities. Colfax and this area has

the neighborhood. 40 West gives the community

thrived throughout the years, it is with the new 40

and visitors a chance to celebrate their differences

West Arts District that we will continue to progress

in a fun, carefree environment. The 40 West arts

and we welcome the coming change. We celebrate

district will renew the area, and create a better life

Colfax history, the community and the art bridging

for those living here. With transforming neglect

the culture and beauty of the neighborhood with

and unkept buildings and neighborhoods the art

the inspiring changes of 40 West.

district will inspire change.

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The Park The Park is one unique feature of the arts district. Interestingly from above the park takes the shape of 40 Westâ&#x20AC;&#x2122;s logo. The park is an important aspect to 40 west because it is a main gathering place for families, friends, visitors, and residents alike. It features a large fountain in the shape of a W that children, teens, and adults can play in. Also in the park is an amphitheater that has a large LCD Screen so the community can enjoy watching sports games, movies, and television together. It also offers a great place to sit and enjoy lunch or work on homework.

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Park Features In the park the swings are a very unique feature. The construction is more unique with the idea to attract children, along with colors. Metal bars are used instead of chains because they make the swing movement more stable. The seats are also more comfortable. The mechanical system will additionally increase safety and durability of playground swing. There is possibility of combining swings the result of that is a spiral shape. The colors have richer warmer tones, their task is to make swing more desirable and to enrich different environments.

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Also in the park are concrete seating features

The park will also have a couple puckleball

that are shaped uniquely. It gives the community

fields. Puckleball is like soccer on a uneven

a great place to sit and enjoy while keeping the

field. It is unique and a great place for family and

park enjoyable and sustainable.

community fun.

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A very unique feature of the park are the chairs. Each chair is a letter and is made out of sustainable materials. The chairs will be placed around the park so the community can enjoy sitting on their own letter.

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Also another feature that will let every visitor, guest, resident, and worker know where they are the giant Ws that will be placed around the area. The Ws are not strictly for way finding but also for artists and children alike to decorate. They will be made out of sustainable materials including bricks from the local brick factory and concrete. Some will be strictly for visiting artists to do what they like with but most will be for the community to spray paint, paint, use chalk, or whatever medium they would like.

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Lightrail Signage Part of the design of 40 West is knowing right away that when you step off the lightrail platform you know where you are. Its important for the visitor or resident to know they are in the right place.

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40 W

s. n e p p a h t r a t where grea

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Area Signage Not only is it important for a visitor or resident to know they are in the right place on the lightrail platform, but also it is important everywhere in the district. At 40 West we want everyone who comes to visit, eat, play, work, or live to know exactly where they are and feel apart of the community.

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Celebrate

Listen

Arts District

Arts District

Enjoy

Play

Arts District

Arts District

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To help visitors and residents at 40 West there will be signs around the whole district that inform them about upcoming events as well as how to get different places.

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Welcome Center Kokoum Gallery Modern Medieval Masterpieces

own

Crazy T South Pole

Argentina

Anywhere

Purg atory Winchellâ&#x20AC;&#x2122;s

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At 40 West visitors will be able to always know where they are as well as any upcoming events and news because there will be posters and signs in many places.

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Arts District will get a window cling to put in their window to alert visitors and residents that the store supports 40 West.

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where great art happens.

Each store and gallery that belongs to the 40 West


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Merchandise At 40 West we want the visitors and residents to feel they belong to the community. These items will be available to purchase so everyone can feel like they belong to 40 West.

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What’s Happening “We don’t stop playing cause we grow old; we grow old because we stop playing.”

- George Bernard Shaw

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Part of the 40 West lifestyle is partaking in events. 40 West isnâ&#x20AC;&#x2122;t just a place that you only think about on first Friday but also a place you can think of any night of the week or month. 40 West not only is centered around art it is also a community with history and it is important to remember that and 40 West will continue to let the community grow together in this new direction.

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Light it up!

40 items in 4 days

u o Y n e a h C t h s i n i ? F n o i s s i M

Starting Thursday May 10. Pick up your mission packet NOW

at the welcome center.

1st place wins a custom bike. 2nd place wins a bike lock. 3rd place wins a bike sticker.

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SundAy June 5 1:30pm Bring a side dish to share and come prepared to eat till you EXPLODE!

On the corner of Lamar and 13th right next to the Light Rail.

1¢

For more info visit the welcome center on 13th and Lamar or go to 40west.com/events

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At the Block Party Bar-B-Que

For more info visit the welcome center on 13th and Lamar or go to 40west.com/events


JOIN US FOR KITE DAY!

JUNE 25th to 26th Forty West Arts District

Bring friends and family to check out the new Arts District located at Lamar Street Station

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Celebrate the Arts at July 24th-25th

40 West Arts District LOCATED NORTH OF THE LAMAR STREET STATION

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40 West Arts District

A different kind of place, a different kind of experience. For more information visit: www.40west.com

www.facebook.com/40W


+ d o o f + t r a = d a c m r + n fu ROBYN CLARK, JENNIFER GREENING, JODY METZGER, BETH ROSA, AND MARA STITT

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After School “This period of time between the school bell and the factory whistle is a most vulnerable time for children. These are the hours when children are more likely to engage in at-risk behavior and are more vulnerable to the dangers that still exist in too many neighborhoods and communities.”

- Former Vice President Al Gore

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After School Program The after school program at 40 West combines

The after school program is a continuation of skills

many things to create a successful program. It

taught in the classroom. It creates a community

connects with Molholm Elementary School and

learning center that provides: homework help,

surrounding middle schools, including Wheat

mentoring & counseling, art & educational

Ridge Middle School, Creighton Middle School,

programs, and challenging curriculum. The

and Lumberg Elementary School. It offsets

program utilizes modern technology and builds

budget cuts that eliminate traditional public

studentâ&#x20AC;&#x2122;s digital skills. It engages students

school art classes and provide the proper space

in constructive critiques that are project/age

and materials needed. It attends to the needs of

appropriate. Every student is able to display work

working parents/guardians by either being a free

produced within a gallery that is integrated into the

or low-cost program. It creates a safe and inviting

after school building.

environment for children.

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After School

Introducing

Donate your old technology.

40 West

a new

option.

After

style.

40 W

School

Join us for a series of informational meetings. Beginning May 2011.

After

40 W

School

Join us for a series of informational meetings. Beginning May 2011.

After

40 W

School

Your old technology creates new opportunities for students. Beginning May 2011.

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The 40 West Arts District is a nod to the history of the area and will help revitalize local communities and businesses. 40 West Arts District will enrich peopleâ&#x20AC;&#x2122;s lives by providing a safe and enjoyable environment. It is an ideal place to learn, create, and grow within the art and design world.

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appens. where great art h ROBYN CLARK, JENNIFER GREENING, JODY METZGER, BETH ROSA, AND MARA STITT

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PROFILES 208

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210

Ryan Scott

Jody Metzger

Bree Heiss

Jennifer Greening

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Joe Garrick

Robyn Clark

Jared Brown

Brandon Mannheimer DESIGN SYSTEM 2011

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Cody Moiseve

Patrick Vinson

Tyler Gaskey

Mara Stitt

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Nick Valadez

Beth Rosa

Fred Murrell DESIGN SYSTEM 2011

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CONCLUSION 214

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We have reached the end of our design systems journey here, and while it has covered many pages and lasted many weeks, we leave knowing that this is only the beginning for both this arts district and ourselves as designers. As daunting as it seemed, this is merely the road to bigger and better things, for RMCAD, for the City of Lakewood, and for us. For taking the time to read our story, we hope you enjoyed yourself, and say:

Thank You.

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40 West II