“What I see, who I become.”
—F. Ocean
4
I feel certain things happen for a reason. The perfect piece of inspiration always comes from the most unexpected of places. I’ve learned to face the world with my eyes open—taking in all I can. Every moment is an image. Every step is work in progress.
5
FOREWORD
I once found myself walking home late at night after work with a handful of empty wine bottles and restaurant menus to use as inspiration material for my current school projects, not a care in the world of how my image was perceived by passersby. My only focus was design and getting my project done. It was constantly on my mind, inside and outside of the classroom. In that moment, I realized how everything around me became part of my research—my process.
MATT HAWES // WORK IN PROGRESS.
Contents
Mosaik Music & Fashion Magazine Pages 06-19
Sotogawa Amazake Pages 20-27
Charles Bukowski Book Cover Series Pages 28-33
6
CONTENTS
San Diego City College Seal
Super Bloom Patterns & Prints
Pages 34-39
Pages 58-69
Pastelle French CafĂŠ
Fluid Web Design Conference
Pages 40-49
Pages 70-77
Crisis Flint Water Campaign
Nothing Sacred Winery
Pages 50-57
Pages 80-85
7
DATE: MAY 2017
PROJECT:
Mosaik: Magazine
Course_ Page Layout Magazine Branding
Type_
Tiempos & DIN
MATT HAWES // WORK IN PROGRESS.
Project_
8
INDUSTRY: PUBLISHING
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: TIEMPOS & DIN
CATEGORY: EDITORIAL
CHAPTER 1 // MOSAIK
9
DATE: MAY 2017
INDUSTRY: PUBLISHING
MATT HAWES // WORK IN PROGRESS.
PROJECT:
Objective_
Mosaik Magazine is a unique, bimonthly digest that is targeted towards creators and followers of underground music and the international fashion industry. The magazine targets a stylish audience, ages 21–35, with in-depth articles about emerging topics. Mosaik strives to stay in front of trends by connecting directly with upcoming talent.
Solution_
10
The Mosaik covers use a photo-driven approach that gives first honors to the artist. The magazine uses Tiempos for its high contrast, yet unpretentious style that is full of energy. The masthead, which is modified from Tiempos, is locked up with headlines and other information for structured sophistication. The interior layout uses a flexible 12-column grid with lots of whitespace and typographic hierarchy. Vivid duotone treated images provide a style that is memorable and out of the ordinary.
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: TIEMPOS & DIN
CATEGORY: EDITORIAL
CHAPTER 1 // MOSAIK
11
DATE: MAY 2017
MATT HAWES // WORK IN PROGRESS.
PROJECT:
12
INDUSTRY: PUBLISHING
ART DIRECTOR: BRADFORD PRAIRIE
It is essential that Mosaik differentiates from other magazines that cater to music and fashion. Mosaik sets itself apart through a curation style that is driven by core values and covers strictly underground music of all genres and alternative fashion.
Core Values
Espression
As artists ourselves, we relate to creators and makers of all types. Style We stay current by collaborating with people that influence trends. Innovation We push style by embracing creativity and experimental ideas. Vision We believe that self expression drives new ideas. Experience We advance the art community by promoting local art and shows. Rhythm Driven by music and movement, we face the world with energy and spirit.
Competitive
Mosaik stays in front of trends by collaborating with and advancing the
Advantage
creative community. We align with creators and makers by staying true to our core values and staying open to innovative ideas. Creator
Brand
Passionate about self-expression—A champion of design
Archetype
aesthetics while addressing social needs for imagination
and innovation.
Big Idea
More Than Music.
CATEGORY: EDITORIAL
CHAPTER 1 // MOSAIK
Overview
TYPEFACES: TIEMPOS TEXT & DIN NEXT
DATE: MAY 2017
PROJECT:
INDUSTRY: PUBLISHING
TYPOGRAPHY
Tiempos Text
DIN Next LT Pro
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
MOTTO
0 0 3
A
·
I S S U
0 0 3
E
E
S
U
More than Music.
MOS A
E
·T H E F IK I S S U ·
VE ISS
CRESTS
COLOR
A
HION W
MATT HAWES // WORK IN PROGRESS.
LOGO
KEYWO RDS
Expression Style Rhythm Vision Innovation Alternative
LAYOUT VARIATIONS
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: TYPEFACES:TIEMPOS TIEMPOSTEXT & DIN & DIN NEXT
CATEGORY: EDITORIAL
CHAPTER 1 // MOSAIK
15
PROJECT:
DATE: MAY 2017
16
INDUSTRY: PUBLISHING
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: TIEMPOS & DIN
17
CATEGORY: EDITORIAL
PROJECT:
DATE: MAY 2017
18 18
INDUSTRY: INDUSTRY: PUBLISHING PACKAGING
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: TIEMPOS & DIN
19
CATEGORY: EDITORIAL
PROJECT:
DATE: MAY 2017
20 20
INDUSTRY: PUBLISHING
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: TIEMPOS & DIN
21
CATEGORY: EDITORIAL
DATE: MAY 2017
MATT HAWES // WORK IN PROGRESS.
PROJECT:
22
INDUSTRY: INDUSTRY: PUBLISHING PACKAGING
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: TIEMPOS & DIN
CATEGORY: EDITORIAL
CHAPTER 1 // MOSAIK
23
24
CHAPTER 1 // MOSAIK
25
PROJECT:
DATE: APRIL 2018
Sotogawa: Amazake
Logo & Packaging
Project_
Branding
Type_
Texta & Sabon
MATT HAWES // WORK IN PROGRESS.
Course_
26
INDUSTRY: SUPPLIER
ART DIRECTOR: MIN CHOI
TYPEFACES: TEXTA & SABON
CATEGORY: BRANDING
CHAPTER 2 // SOTOGAWA
27
PROJECT:
INDUSTRY: SUPPLIER
MATT HAWES // WORK IN PROGRESS.
DATE: APRIL 2018
Objective_
Sotogawa is a Japanese beverage that translates to ‘going outside.’ The amazake beverage, made with fermented rice ‘koji,’ is a staple of traditional Japan. Sotogawa strives to expand the amazake market to the United States by conveying its relationship to outdoors and good health. The target audience is young adults, ages 18–31, who seek alternative drinks that promote activity and strong health.
Solution_
28
Inspired to challenge the stressful work-driven life foisted on young adults, the Sotogawa packaging embraces Japanese aesthetics through impeccable order and cleanliness. The combination mark uses clean sans serif typography and a monolinear style for a modern look that conveys balance. Key messaging, including the ‘feel free’ tag line, is included through clever reveals on the packaging and website. A soft color palette and minimalistic textures differentiate the amazake varieties on bottle labels.
ART DIRECTOR: MIN CHOI
TYPEFACES: TEXTA & SABON
CATEGORY: BRANDING
CHAPTER 2 // SOTOGAWA
29
ART DIRECTOR: MIN CHOI
TYPEFACES: TEXTA & SABON
31
CATEGORY: BRANDING
DATE: APRIL 2018
MATT HAWES // WORK IN PROGRESS.
PROJECT:
32
INDUSTRY: SUPPLIER
ART DIRECTOR: MIN CHOI
TYPEFACES: TEXTA & SABON
CATEGORY: BRANDING
MATT HAWES // WORK IN PROGRESS.
PROJECT:
DATE: APRIL 2018
INDUSTRY: SUPPLIER
ART DIRECTOR: MIN CHOI
TYPEFACES: TEXTA & SABON
CATEGORY: BRANDING
DATE: FEBRUARY 2016
PROJECT:
Charles Bukowksi: Book Cover Series
Advanced Typography
Project_
Book Cover Redesign
Type_
Garamond Condensed
MATT HAWES // WORK IN PROGRESS.
Course_
36
INDUSTRY: PUBLISHING
ART DIRECTOR: SEAN BACON
TYPEFACES: GARAMOND CONDENSED
CATEGORY: BRANDING
CHAPTER 3 // CHARLES BUKOWSKI
37
DATE: FEBRUARY 2016
INDUSTRY: PUBLISHING
MATT HAWES // WORK IN PROGRESS.
PROJECT:
Objective_
Charles Bukowski, known as the “Laureate of
Solution_
Messy photographs depicting trashy scenes are used
American Lowlife,” is legendary for his depictions
on the covers, setting them apart on store shelves.
of his relationships with women, work, and alcohol.
The photos, processed with a vintage, desaturated
To celebrate forty years since the release of his most
look, are shot in a point of view style to indict the
famous novel Women, Past Lives Publishing wanted
viewer into the scenes. Garamond, chosen for its
to redesign the book covers to give them a fresh
classic, literary style, is set behind the images on the
look. The covers needed a gritty, vintage aesthetic
covers to give more emphasis to the gritty scenes.
that authentically embraced Bukowski’s style.
38
ART DIRECTOR: SEAN BACON
TYPEFACES: GARAMOND CONDENSED
CATEGORY: BRANDING
CHAPTER 3 // CHARLES BUKOWSKI
39
PROJECT:
DATE: FEBRUARY 2016
40
INDUSTRY: PUBLISHING
ART DIRECTOR: SEAN BACON
TYPEFACES: GARAMOND CONDENSED
CATEGORY: BRANDING
MATT HAWES // WORK IN PROGRESS.
PROJECT:
DATE: FEBRUARY 2016
INDUSTRY: PUBLISHING
ART DIRECTOR: SEAN BACON
TYPEFACES: GARAMOND CONDENSED
CATEGORY: BRANDING
DATE: MARCH 2018
PROJECT:
San Diego City College: Seal Redesign
City Studio
Project_
Seal Redesign
Type_
Whitney & Sweet Sans
MATT HAWES // WORK IN PROGRESS.
Course_
44
INDUSTRY: EDUCATION
ART DIRECTOR: CANDICE LOPEZ & SEAN BACON
TYPEFACES: WHITNEY & SWEET SANS
INDUSTRY: PACKAGING
CHAPTER 4 // SDCC SEAL
45
DATE: MARCH 2018
INDUSTRY: EDUCATION
MATT HAWES // WORK IN PROGRESS.
PROJECT:
Objective_
Designed in 1958, the previous seal carries with
Solution_
The visual hierarchy of the new seal is improved by
it symbolism and iconography from the school’s
grouping together the scroll, plume, and compass,
past. To celebrate City College’s centennial, the
which symbolize varied aspects of education.
former seal needed to be redesigned to reflect the
These icons are now intertwined, to simplify
up-to-date values and diversity of the school. The
the composition and serve as a metaphor for a
project required a discovery phase, exploring the
unified learning process. The key, symbolic of the
values and history of the school, a concept phase,
school’s mission, rightfully moves up in scale and
to find the best structure and layout, and a design
emphasis. The knight’s helmet was flipped, facing
phase, in which the typography and illustration
the right and looking forward. All of the illustra-
were executed.
tions were reworked with unified line weights to emphasize a modern and simplistic style.
46
ART DIRECTOR: CANDICE LOPEZ & SEAN BACON
TYPEFACES: WHITNEY & SWEET SANS
INDUSTRY: PACKAGING
CHAPTER 4 // SDCC SEAL
47
DATE: MARCH 2018
MATT HAWES // WORK IN PROGRESS.
PROJECT:
48
INDUSTRY: EDUCATION
ART DIRECTOR: CANDICE LOPEZ & SEAN BACON
There were typographic issues in the existing crest, along with how the icons were drawn. Overall, the crest feels clunky and dated.
INDUSTRY: PACKAGING
CHAPTER 4 // SDCC SEAL
Existing Crest
TYPEFACES: WHITNEY & SWEET SANS
DATE: MARCH 2018
PROJECT:
MATT HAWES // WORK IN PROGRESS.
Stage 1 Stage 1 began with sketching of the essential layout placement and scale for quick iterative exploration.
Stage 2 In this stage, typography was considered for a fresher/current look. The usage of line elements were included to fill the space between the shield and typography.
INDUSTRY: EDUCATION
ART DIRECTOR: CANDICE LOPEZ & SEAN BACON
TYPEFACES: WHITNEY & SWEET SANS
INDUSTRY: PACKAGING
Stage 3
Final Crest Final refinements were made to all typography and icons. For more readability to the date, a banner was included.
CHAPTER 4 // SDCC SEAL
Some icons we knocked out in the shield to make it as identical as possible to the current seal. The date was then added to the bottom of the shield.
DATE: MARCH 2018
PROJECT:
INDUSTRY: EDUCATION
MATT HAWES // WORK IN PROGRESS.
LOGO
KEY A D J E C T I V E S
ICONOGRAPHY / SYMBOLISM
HISTORICAL CREDIBLE COLLEGIATE SYMBOLIC Helm Strength
Key Education
Quill Art & Language
TIMELESS ACADEMIC OFFICIAL REPRESENTATIVE
YEAR Compass Engineering
Shield Protection
Scroll Science
1914
MOTTO
ACADEMIC EXCELLENCE SINCE 1914
TYPOGRAPHY
Sweet Sans Heavy
Whitney Bold
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
ART DIRECTOR: CANDICE LOPEZ & SEAN BACON
TYPEFACES: WHITNEY & SWEET SANS
INDUSTRY: PACKAGING
CHAPTER 4 // SDCC SEAL
53
PROJECT:
DATE: MARCH 2018
54
INDUSTRY: EDUCATION
ART DIRECTOR: CANDICE LOPEZ & SEAN BACON
TYPEFACES: WHITNEY & SWEET SANS
INDUSTRY: PACKAGING
CHAPTER 4 // SDCC SEAL
55
PROJECT:
DATE: FEBRUARY 2016
Pastelle: Café
Page Layout
Project_
Menu Design
Type_
Lakeside & Akkurat Mono
MATT HAWES // WORK IN PROGRESS.
Course_
56
INDUSTRY: BRANDING
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: LAKESIDE & AKKURAT MONO
CATEGORY: BRANDING
CHAPTER 5 // PASTELLE
57
PROJECT:
INDUSTRY: BRANDING
MATT HAWES // WORK IN PROGRESS.
DATE: FEBRUARY 2016
Objective_
Pastelle is a French cafĂŠ that serves quaint dishes,
Solution_
To create an eclectic brand that is well apart from
pastries, crepes, salads, and light sandwiches.
chains, Pastelle uses a system of several word
Picture the sound of conversations out on the
marks and crest identities. The menu layout is airy
restaurant patio around you as you enjoy your
with a mix of solid and dotted rules for structure
espresso and pastry. To add to that, there is a
and charm. Menu templates include spaces for
subtle sound of jazz off in the distance. I wanted
hand-written daily drink and food specials for a
to capture the essence of fresh roasted espresso
human touch. A blend of soft and light colored
on the street corner that you can stop by and dine
paper, along with mono-space typography, give the
if you like. Coffee beans and flavorful dishes that
brand an authentic vintage flair.
give off some of the most enticing smells in Seattle.
58
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: LAKESIDE & AKKURAT MONO
CATEGORY: BRANDING
CHAPTER 5 // PASTELLE
59
DATE: FEBRUARY 2016
MATT HAWES // WORK IN PROGRESS.
PROJECT:
60
INDUSTRY: BRANDING
ART DIRECTOR: BRADFORD PRAIRIE
Pastelle sets itself apart from other cafés through its effortless style and alignment with its neighborhood. Many cafés feel inauthentic because of the rigid way they adhere to French tradition. Pastelle applies French principles of taste and aesthetics to the local region, creating a more integrated space. While other high-end cafés go to great lengths to import French butter and other ingredients at great cost, Pastelle works with local producers to celebrate the region and promote sustainability.
Value Propositions
Authenticity
We capture natural ambiance through by integrating architecture & space. Location Open to the urban space where we are located, foot traffic is part of our buzz. Service Attentive but transparent—our service conveys effortless, French charm. Detailed We strive to refine our food and service through the smallest of details.
UPSCALE
Positioning
ACCESSIBLE
AUTHENTIC
AFFORDABLE
CATEGORY: BRANDING
CHAPTER 5 // PASTELLE
Overview
TYPEFACES: LAKESIDE & AKKURAT MONO
PROJECT:
INDUSTRY: BRANDING
DATE: FEBRUARY 2016
MATT HAWES // WORK IN PROGRESS.
LOGO
BRAND MARK
SEAL
MENU LAYOUT ILLUSTRATION
COLOR
TYPOGRAPHY
Lakeside
abcdefghijklmn opqrstuvwxyz 1234567890
Akkurat Mono
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: LAKESIDE & AKKURAT MONO
CATEGORY: BRANDING
CHAPTER 5 // PASTELLE
63
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: LAKESIDE & AKKURAT MONO
CATEGORY: BRANDING
CHAPTER 5 // PASTELLE
65
PROJECT:
DATE: FEBRUARY 2016
INDUSTRY: BRANDING
ART DIRECTOR: BRADFORD PRAIRIE
67
MATT HAWES // WORK IN PROGRESS.
PROJECT:
68
69
DATE: FEBRUARY 2016
PROJECT:
Crisis: Flint Water Poster
Page Layout
Project_
Poster Design
Type_
Schmalfette & Elementa
MATT HAWES // WORK IN PROGRESS.
Course_
70
INDUSTRY: EDITORIAL
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: SCHMALFETTE & ELEMENTA
CATEGORY: BRANDING
CHAPTER 6 // CRISIS
71
DATE: FEBRUARY 2016
INDUSTRY: EDITORIAL
MATT HAWES // WORK IN PROGRESS.
PROJECT:
Objective_
In 2014, the primary source of drinking water for
Solution_
The Crisis campaign uses people-focused black
Flint, Michigan was switched from Lake Huron
and white images in a low contrast style to depict
to the Flint River. Due to insufficient water
the seriousness of the problem in an authentic
treatment, lead leached from water pipes causing
way. Schmalfette, a condensed neo-grotesque,
an epidemic of lead poisoning. While media
paired with Elementa, a slab mono-space, gives
coverage has moved on, the crisis has not been
the typography a sincere look. Campaign posters
solved. To help spread awareness about Flint and
use grungy textures and conceptual illustration to
encourage people to take action, the Detroit Free
emphasize the grit and roughness of the situation.
Press launched a campaign called Crisis.
72
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: SCHMALFETTE & ELEMENTA
CATEGORY: BRANDING
CHAPTER 6 // CRISIS
73
PROJECT:
DATE: FEBRUARY 2016
74
INDUSTRY: EDITORIAL
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: SCHMALFETTE & ELEMENTA
CATEGORY: BRANDING
CHAPTER 6 // CRISIS
75
DATE: FEBRUARY 2016
MATT HAWES // WORK IN PROGRESS.
PROJECT:
76
INDUSTRY: EDITORIAL
ART DIRECTOR: BRADFORD PRAIRIE
TYPEFACES: SCHMALFETTE & ELEMENTA
CATEGORY: BRANDING
CHAPTER 6 // CRISIS
77
78
MATT HAWES // WORK IN PROGRESS.
79
PROJECT:
DATE: MARCH 2018
Logo & Packaging
Project_
Branding
Type_
Bookmania & Sweet Sans
MATT HAWES // WORK IN PROGRESS.
Course_
80
INDUSTRY: TEXTILE
ART DIRECTOR: MIN CHOI
TYPEFACES: BOOKMANIA & SWEET SANS
CATEGORY: BRANDING
CHAPTER 7 // SUPER BLOOM
81
PROJECT:
INDUSTRY: TEXTILE
MATT HAWES // WORK IN PROGRESS.
DATE: MARCH 2018
Objective_
Super Bloom is an online fabric and wallpaper store
Solution_
Super Bloom seeks to empower its audience by
that creates unique patterns and prints. Located in
surrounding them with beauty everyday. Through
San Diego, California, the brand aims to provide style
imagery and storytelling, the brand encourages its
and customization for the apartments, studios, and
audience to stand out and embrace their unique,
offices of its audience of young adults, ages 20–34. The
personal taste. Bookmania is used for its bubbly
surface designs are highly influenced by 60’s and 70’s
construction and reference to 70’s psychedelic culture.
psychedelic culture, infused with a modern aesthetic.
This is mixed with Sweet Sans, a friendly extended typeface with strong readability on the web. A vintage color palette of muted primary tones give the brand an aged quality that evokes spaces that are lived-in with a unique, personal style.
82
ART DIRECTOR: MIN CHOI
TYPEFACES: BOOKMANIA & SWEET SANS
CATEGORY: BRANDING
CHAPTER 7 // SUPER BLOOM
83
DATE: MARCH 2018
MATT HAWES // WORK IN PROGRESS.
PROJECT:
84
INDUSTRY: INDUSTRY:TEXTILE TEXTILE
ART DIRECTOR: MIN CHOI
To separate Super Bloom from more conventional, corporate options, the brand needs an authentic, confident personality. Super Bloom pushes its customers to express their personality through their space. Empowerment, self-improvement, and personalized style are core to the brand story.
Demographics
Super Bloom targets mid-income Millennial homeowners and renters, ages 20–34, who live in trendy, urban neighborhoods. Customers are driven by a need to find unique, vintage patterns for their homes, studios, dorm rooms, and office spaces.
Personality
Joyful believers in the future, celebrators of the past.
Attributes
Inspired We take inspiration from the people, stories, and spaces that surround us. Personal We try to know our customers and understand how to express their story. Vintage We believe in timeless style that gets better with patina and age. Authentic We interact with our customers the same way we do with friends.
Marketing Strategy
Marketing for Super Bloom begins with spreading awareness through paid and organic social media posts. Content includes step-by-step installation, pattern features, and home/office tours. Tapestries, banners, bags, and small accessories with Super Bloom prints will be spread through local artists and retail shops.
85
CATEGORY: BRANDING
CHAPTER 7 // SUPER BLOOM
Overview
TYPEFACES: BOOKMANIA & SWEET SANS
PROJECT:
DATE: MARCH 2018
INDUSTRY: TEXTILE
MATT HAWES // WORK IN PROGRESS.
LOGO
ALTERNATE LOGOS
KEY ADJECTIVES
NATURAL PSYCHEDELIC RHYTHMIC
EXPRESSIVE VINTAGE ILLUSTRATIVE
COLOR
YOUTHFUL ORGANIC COLORFUL
PATTERNS
TYPOGRAPHY
Sweet Sans
Bookmania
ABCDEFGHIJKLMN OPQRSTUVWXYZ
ABCDEFGHIJKLMN O P Q R S T U V WXY Z
86
ART DIRECTOR: MIN CHOI
TYPEFACES: BOOKMANIA & SWEET SANS
CATEGORY: BRANDING
CHAPTER 7 // SUPER BLOOM
87
DATE: MARCH 2018
MATT HAWES // WORK IN PROGRESS.
PROJECT:
88
INDUSTRY: TEXTILE
ART DIRECTOR: MIN CHOI
TYPEFACES: BOOKMANIA & SWEET SANS
CATEGORY: BRANDING
CHAPTER 7 // SUPER BLOOM
DATE: MARCH 2018
MATT HAWES // WORK IN PROGRESS.
PROJECT:
90
INDUSTRY: TEXTILE
PROJECT:
DATE: MARCH 2018
92
INDUSTRY: TEXTILE
ART DIRECTOR: MIN CHOI
TYPEFACES: BOOKMANIA & SWEET SANS
CATEGORY: BRANDING
CHAPTER 7 // SUPER BLOOM
SB Brand Guide catalogue
93
94
CHAPTER 7 // SUPER BLOOM
95
DATE: OCTOBER 2017
PROJECT:
Fluid: ConvergeSE Conference 2018
Advanced Typography
Project_
ConvergeSE Conference 2018
Type_
Circular & Newzald
MATT HAWES // WORK IN PROGRESS.
Course_
96
INDUSTRY: BRANDING
ART DIRECTOR: SEAN BACON
TYPEFACES: CIRCULAR & NEWZALD
INDUSTRY: PACKAGING
CHAPTER 8 // FLUID
97
DATE: OCTOBER 2017
INDUSTRY: BRANDING
MATT HAWES // WORK IN PROGRESS.
PROJECT:
Objective_
ConvergeSE, a web design conference in Columbia, South Carolina, needed a fresh brand and website for its 2019 event. The theme, Fluid, was chosen to represent the increasing need for movement and flexibility in website design. The conference, which strives to represent the cutting edge of digital design, needed a conceptual and dynamic brand to engage its target audience of designers, developers, marketers, and business leaders, ages 28–45.
Solution_
98
The Fluid brand is driven by depth and movement. Type, image, shape, and color are layered and move relative to each other on digital applications. Graphic elements, built from geometric shapes with wavy fluidity, are used as icons and energetic patterns to express rhythm. The Circular typeface, a perfect complement for its geometric construction, is paired with Newzald for its classic, expressive voice. A tonal color palette of blues and greens evokes fluidity and sophistication.
ART DIRECTOR: SEAN BACON
TYPEFACES: CIRCULAR & NEWZALD
INDUSTRY: PACKAGING
CHAPTER 8 // FLUID
99
DATE: OCTOBER 2017
MATT HAWES // WORK IN PROGRESS.
PROJECT:
100
INDUSTRY: BRANDING
ART DIRECTOR: SEAN BACON
TYPEFACES: CIRCULAR & NEWZALD
101
INDUSTRY: PACKAGING
INDUSTRY: BRANDING
102
ART DIRECTOR: SEAN BACON
TYPEFACES: CIRCULAR & NEWZALD
INDUSTRY: PACKAGING
MATT HAWES // WORK IN PROGRESS.
PROJECT:
DATE: OCTOBER 2017
INDUSTRY: BRANDING
ART DIRECTOR: SEAN BACON
TYPEFACES: CIRCULAR & NEWZALD
INDUSTRY: PACKAGING
PROJECT:
DATE: MARCH 2018
Nothing Sacred: Winery
Advanced Typography
Project_
Branding
Type_
Disturbance & Mrs. Eaves
MATT HAWES // WORK IN PROGRESS.
Course_
106
INDUSTRY: WINE & SPIRITS
ART DIRECTOR: SEAN BACON
TYPEFACES: DISTURBANCE & MRS. EAVES
CATEGORY: BRANDING
CHAPTER 9 // NOTHING SACRED
107
DATE: MARCH 2018
INDUSTRY: WINE & SPIRITS
MATT HAWES // WORK IN PROGRESS.
PROJECT:
Objective_
Nothing Sacred is a winery located in Santa Rosa, California that offers a different approach to the expanding low-mid price wine market. Unlike many competitors in the space, the brand possesses dark and mysterious qualities, with a high attention to detail, and great tasting wine. Nothing Sacred targets experienced clients, ages 26–40, who go against the grain and have a palette for something different.
Solution_
108
The unique spirit of the brand is conveyed through a focus on the location and people who make the wine. A mix of clean typography, along with the signature of the wine maker, are locked together with a line work grid. An ominous feather crest, created in an engraved style, is etched onto the front glass of the bottle, symbolizing the Santa Rosa region. The label’s torn edges and mix of styles and brand marks, give the bottle a human, handcrafted spirit that sets it apart on the shelves.
ART DIRECTOR: SEAN BACON
TYPEFACES: DISTURBANCE & MRS. EAVES
CATEGORY: BRANDING
CHAPTER 9 // NOTHING SACRED
109
DATE: MARCH 2018
MATT HAWES // WORK IN PROGRESS.
PROJECT:
110
INDUSTRY: WINE & SPIRITS
ART DIRECTOR: SEAN BACON
A wine not to be taken so seriously, but to drink while socializing with friends. A brand dedicated to pleasing your palette.
Naming Process Criteria
Naming Criteria
→
Research
→
Brainstorm
→
Refinement
→
Selection
While sound and appearance are the first two attributes of the naming criteria, the name must also have distinctive qualities, domain/social availability, and be concise.
Competitor Names
The Prisoner
Saints & Sinners
Dueling Pistols
Ferdinand
Oren Swift
Stephen & Walker
Rigamorale
Lindores Abbey
Dearly Beloved
Fortitude
Landelia
Oculus
Compendium
Run Riot
Fortress
Artful Dodger
Catena Zapata
Stranger & Stranger
111
CATEGORY: BRANDING
CHAPTER 9 // NOTHING SACRED
Naming Objective
TYPEFACES: DISTURBANCE & MRS. EAVES
PROJECT:
DATE: MARCH 2018
MATT HAWES // WORK IN PROGRESS.
Long List
112
INDUSTRY: WINE & SPIRITS
ART DIRECTOR: SEAN BACON
TYPEFACES: DISTURBANCE & MRS. EAVES
The Ladder Potential Names
Selfless
›
›
Article. Charity
CATEGORY: BRANDING
Nothing Sacred
y C
al
on
ci
se
bi ila Av a
To t
iv D
is
tin
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Quantitative Scoring
The Ladder
2
4
5
5
2
18
Selfless
3
2
2
1
4
12
Black Cloud
2
3
4
2
5
16
Article.
4
3
3
1
5
16
Charity
2
3
4
5
4
18
Nothing Sacred
4
5
4
5
5
23
After reviewing my scoring results, Nothing Sacred scored the highest in Final
appearance and sound. Those two factors alone can make a big impact
Name Selection
in design and make it a lot easier through the design process via bottle labels, social media, and other touchpoints. Nothing Sacred embodies nice symmetry, sound, and perfect letters for a monogram mark. It is also well-balanced with syllables, which was ideal for the ominous, dark, and mysterious aesthetic
Nothing Sacred
CHAPTER 9 // NOTHING SACRED
So
lit
e
nc
e
Black Cloud
PROJECT:
DATE: MARCH 2018
INDUSTRY: WINE & SPIRITS
MATT HAWES // WORK IN PROGRESS.
LOGO
ALTERNATE LOGOS
MONOGRAMS
EMBELLISHMENTS
TYPOGRAPHY
Disturbance
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0 1 2 34 5 6 7 8 9 Hoefler Text
ABCDEFGHIJKLMN
ADJECTIVES
INDUSTRIAL DARK OMINOUS EDGY HISTORICAL artistic unusual COLOR
OPQRSTUVWXYZ Emily Austin
abcdefghihjklmn opqrstuvwxyz CAP DESIGN
ART DIRECTOR: SEAN BACON
TYPEFACES: DISTURBANCE & MRS. EAVES
CATEGORY: BRANDING
CHAPTER 9 // NOTHING SACRED
115
116
TYPEFACES: DISTURBANCE & MRS. EAVES
Engraving on bottle.
117
CATEGORY: BRANDING
PROJECT:
DATE: MARCH 2018
INDUSTRY: WINE & SPIRITS
ART DIRECTOR: SEAN BACON
TYPEFACES: DISTURBANCE & MRS. EAVES
CATEGORY: BRANDING
CHAPTER 9 // NOTHING SACRED
Infinite Brooklyn Art Gallery Super Bloom Prints & Fabrics Allegorical Type Book
_
Monthly Bar Event Sunglass Co. Japanese Beverage _
SDCC Seal Redesign Responsive Web Conference Santa Rosa Winery _
120
French Café International Survey Analysis Conceptual Traveling Book _
Underground Music & Fashion Magazine Independent Printing Service Column Graphics Co. _
Danish Café Motiv Running App. M & H Law Offices _
™
LOGOS
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I extend my gratitude to all the faculty in part of the San Diego City College Graphic Design program, without whose time & benevolence this project would not have been possible. In particular, I would like to thank Sean Bacon, Bradford Prairie, Candice Lopez, Andrea Singer, Min Choi, Julie Warren, Norman Ramos, Eugene Brown, Duane Gardella, my fellow co-workers, all of the volunteers at the English Center, my family, my homies, all of the restaurants & shops around San Diego I bothered for free things to use on projects, & of course all of my fellow alumn who knows exactly how hard this journey has truly been. Thank you so much for your love, patience, & support.
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Designer: Matt Hawes
Bindery: International Binding
Printer: Sunset Press
Type Used: Tiempos, Circular, & Akkurat Mono
Some process shot material, magazine covers, and spreads are strictly for inspiration only. Some of the photography in this book is used from Adobe Stock and Unsplash. All of the other remaining photography was done by Bradford Prairie, Sean Bacon, Emmy Forbes, & Matt Hawes. Hand model for Pastelle case study: Forrest Ta copyright Š2019 Matt Hawes All rights reserved. No portion of this book may be used or reproduced in any manner without the written permission of Matt Hawes.
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