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naomi hoag : uncover


naomi hoag : uncover


n ao mi hoag : d es ig n por tfol i o Academy of Art University

SCHO OL :

School of Graphic Design 79 New Montgomery San Francisco, CA, USA DE PARTM E NT DI R ECTOR :

I N STR U CTOR : STU DE NT :

Mary Scott

Naomi Hoag

naomi@naomihoag.com

E MAI L : P HON E : WEB :

Mary Scott

Portfolio Seminar

C OU R S E :

949 466 4510

naomihoag.com

TITLE :

Uncover

CAM E RA :

Canon EOS-1 D5

P HOTO G RAP HY :

Naomi Hoag,

David Scott, Sunny Lee, Pongpat Chirakiti, Collin Fry, Paul Capili P R I NTE R :

Blurb

TE XT STO CK : T YP E FACE S :

Proline Matte Berthold Akzidenz

Grotesk, Elementa, Numbers SOF T WAR E :

Adobe Creative Suite 5.5

C OPYR I G HT Š 20 12 :

All rights reserved.

No part of this publication may be reproduced without express permission from Naomi Hoag.


TITLE :

C O N C E PT

“The important thing is not to stop questioning. Curiosity has its own reason for existing.” ALBERT EINSTEIN

Curiosity is essential to my pursuit of design. My goals for each assignment presented is to be inquisitive and understand the way various elements work as a whole, piecing together seemingly disconnected bits of information in order to uncover the next idea. Research leads the searcher on a journey, delving deeper into the central idea of a subject that we aim to communicate. The works found in this book represent my process of uncovering the ideas and

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stories of my “clients.”


I N STR UCTOR : M A RY S COT T

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P ROJ ECT : S EN I O R P O R T FO LI O

0 1 2 3 4 5 6 7

: uncover


I N STR UCTOR : M A RY S COT T

P ROJ ECT : S EN I O R P O R T FO LI O

0 1 2 3 4 5 6 7

:6/7

: uncover

TITLE :

S U B J ECTS U N C OVE R E D


01

LI F E M A N AG E M E N T : 8

02

E S S E N C E O F B E AU T Y : 28

03

M I N DI NG M A N N E R S : 44

04

S E E I NG R E D : 58

05

L A N G UAG E , C U LT U R E , T Y P E : 8 0

06

J C P R E D E S I G N : 92

06.1

J O U R N E Y T H R O U G H C O LO R : 9 8

06.2

I S L A N D F E V E R : 112

06.3

D O N ’ T C RY F O R M E : 126

06.4

B E NCH E D : 13 8

06.5

LI T E R A RY E N GAG E M E N T : 150

nao mi h oag : d es ign por tfol io

07

S E LE CT E D I D E N T I T I E S : 162


TITLE :

LI F E M ANAG E M E NT

“A designer is an emerging synthesis of artist, inventor, mechanic, objective economist and evolutio­nary strategist.” BU CK MINSTER F U LLER

CATEGORY :

Identity/print

standards guide

OBJ ECTIVE :

DE LIVE RAB LE S :

T YP E FACE S :

Brand

minion, ff din

To create a revitalized brand for

Waste Management.

SOLUTI ON :

The success of Waste

Management is reliant on the awareness and involvement of the public to pursue good recycling habits in their daily routine. The rebrand introduces new technology and innovation of the industry, and applications that have a focus on public accessibility. A new, friendlier logo mark that could be flexible in a multitude of applications was created, as well as an overhaul of various direct to

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consumer applications.


I N STR UCTOR : TO D D H ED GEP E T H

nao mi h oag : d es ign por tfol io

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


: 10 / 11 10 I N STR UCTOR : TO D D H ED GEP E T H

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 12 / 13 I N STR UCTOR : TO D D H ED GEP E T H

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 14 / 15 I N STR UCTOR : TO D D H ED GEP E T H

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 16 / 17 I N STR UCTOR : TO D D H ED GEP E T H

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 18 / 19 I N STR UCTOR : TO D D H ED GEP E T H

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


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: 20 / 21


I N STR UCTOR : TO D D H ED GEP E T H

nao mi h oag : d es ign por tfol io

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


: 22 / 23 I N STR UCTOR : TO D D H ED GEP E T H

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 24 / 25 I N STR UCTOR : TO D D H ED GEP E T H

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


I N ST R UCTOR : TO D D H ED GEP E T H

nao mi h oag : d es ign por tfol io

P ROJ ECT : LI F E M A N AGEM EN T

UNCOVER


: 26 / 27 I N STR UCTOR : TO D D H ED GEP E T H

P ROJ ECT : LI F E M A N AGEM EN T

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 28 / 29 I N STR UCTOR : T H O M AS M CN U LT Y

P ROJ ECT : ES S EN CE O F B E AU T Y

1 2 3 4 5 6 7

: uncover


TITLE :

E S S E N C E O F B E AU T Y

“Who looks outside, dreams; who looks inside, awakes.” CAR L JU NG

CATEGORY :

Packaging

DE LIVE RAB LE S :

bottles and display

OBJ ECTIVE :

T YP E FACE S :

Skin care Requium, Verlag

Create a skin care line from an

existing company, nonaffiliated with skin care products.

SOLUTION :

The Guggenheim museum

nao mi h oag : d es ign por tfol io

has housed art and ideals of beauty, its iconic architecture being what first mesmerizes the visitors. The structures created use the shape of the building for another purpose, simply and functionally.


: 30 / 31 I N STR UCTOR : T H O M AS M CN U LT Y

P ROJ ECT : ES S EN CE O F B E AU T Y

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


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I N STR UCTOR : T H O M AS M CN U LT Y

nao mi h oag : d es ign por tfol io

P ROJ ECT : ES S EN CE O F B E AU T Y

1 2 3 4 5 6 7

: uncover


: 34 / 35 I N STR UCTOR : T H O M AS M CN U LT Y

P ROJ ECT : ES S EN CE O F B E AU T Y

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 36 / 37


I N STR UCTOR : T H O M AS M CN U LT Y

nao mi h oag : d es ign por tfol io

P ROJ ECT : ES S EN CE O F B E AU T Y

1 2 3 4 5 6 7

: uncover


: 38 / 39 I N STR UCTOR : T H O M AS M CN U LT Y

P ROJ ECT : ES S EN CE O F B E AU T Y

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 40 / 41 I N STR UCTOR : T H O M AS M CN U LT Y

P ROJ ECT : ES S EN CE O F B E AU T Y

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 42 / 43


I N STR UCTOR : T H O M AS M CN U LT Y

nao mi h oag : d es ign por tfol io

P ROJ ECT : ES S EN CE O F B E AU T Y

1 2 3 4 5 6 7

: uncover


: 44 / 45 I N STR UCTOR : J EN N Y J I

P ROJ ECT : M I N D I N G M A N N ERS

1 2 3 4 5 6 7

: uncover


TITLE :

M I N DI NG MAN N E RS

“Design originates in society. The essence of design lies in the process of discovering a problem shared by many people and trying to solve it.” K ENYA HAR A

CATEGORY :

Identity/print/web

DE LIVE RAB LE S :

Game

board, Transfer tickets, website, Ipad app T YP E FACE S :

OBJ ECTIVE :

Tungsten, Forza, Vitesse Create a comprehensive awareness

campaign of a subject of choice.

SOLUTION :

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The campaign focused on reviving manners on San Francisco’s Municipal Transportation Agency (Muni). The plan was to create a way for the community to be involved in improving their muni experience. Placing polls on muni transfers, QR codes to access poll results, or vote online. A board game was created as an application for children and families to learn social etiquette in a friendly, engaging way.


: 46 / 47 I N STR UCTOR : J EN N Y J I

P ROJ ECT : M I N D I N G M A N N ERS

1 2 3 4 5 6 7

: uncover


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: 48 / 49


I N STR UCTOR : J EN N I J I

nao mi h oag : d es ign por tfol io

P ROJ ECT : M I N D I N G M A N N ERS

1 2 3 4 5 6 7

: uncover


: 50 / 51 I N STR UCTOR : J EN N Y J I

P ROJ ECT : M I N D I N G M A N N ERS

1 2 3 4 5 6 7

: uncover


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TODAY’S SURVEY Do you acknowledge the driver?

RESULTS W E E K O F M A Y 1 7, 2 0 1 0 Number 1 thing that bothers riders:

I say Hi when I board. If they’re close enough. Every time. Embarrassing but no.

30% MUSIC FROM HEADPHONES

74% 10%

: 52 / 53

VOTE NOW

SMELLY/MESSY FOOD

20% FARE EVADERS

40% LOUD TALKING ON CELL PHONES


I N STR UCTOR : J EN N I J I

nao mi h oag : d es ign por tfol io

P ROJ ECT : M I N D I N G M A N N ERS

1 2 3 4 5 6 7

: uncover


: 54 / 55


AM

AM 6

9

6

9

6

PM

12

PM

12

PM P ROJ ECT : M I N D I N G M A N N ERS

AM

I N STR UCTOR : J EN N I J I

9

1 2 3 4 5 6 7

nao mi h oag : d es ign por tfol io

: uncover

12

3

3

3


: 56 / 57 I N STR UCTOR : J EN N Y J I

P ROJ ECT : M I N D I N G M A N N ERS

1 2 3 4 5 6 7

: uncover


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TITLE :

SEEING RED

“What we do for ourselves dies with us. What we do for others and the world, remains and is immortal.” ALBERT EINSTEIN

CATEGORY :

Print, Info graphics

T YP E FACE S :

DE LI VE RAB LE S :

Book

Adobe Jenson, Vitesse

OBJ ECTIVE :

Create a informative book on Marxism.

SOLUTION :

Through photography and info graphics,

the complex world of Marxism is explored. The interrelations of various figures of Marxist ideologies are followed, families of thought

: 58 / 59

divided, and their connections divulged.


I N STR UCTOR : L AU R A M I LTO N

nao mi h oag : d es ign por tfol io

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


: 60 / 61


I N STR UCTOR : L AU R A M I LTO N

nao mi h oag : d es ign por tfol io

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


: 62 / 63


I N STR UCTOR : L AU R A M I LTO N

nao mi h oag : d es ign por tfol io

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


: 64 / 65


I N STR UCTOR : L AU R A M I LTO N

nao mi h oag : d es ign por tfol io

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


: 66 / 67 I N STR UCTOR : L AU R A M I LTO N

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 68 / 69


I N STR UCTOR : L AU R A M I LTO N

nao mi h oag : d es ign por tfol io

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


: uncover

G.W.F. Hegel 1770–1831

Ludwig Feuerbach 1804–1872

Political Economists Immanuel Kant 1724–1804

German Philosophy

can Social Theorist

Charles Darwin 1809–1882 English Naturalist

1 2 3 4 5 6 7

Adam Smith 1723–1790

David Ricardo 1772–1823

Jame 189

German Economist

KARL MARX 1818 –1883

British Political Economists

Lewis H. Morgan 1818–1881

KARL MARX 1818 –1883 Greek Philosophers

Aristotle 384 BC – 322 BC Epicurus 341 BCE – 270 BCE

FRIEDRICH ENGELS 1820–1895 French Social Theorists

Greek Philosophers

Vla 18

FRI

: 70 / 71

I N STR UCTOR : L AU R A M I LTO N

P ROJ ECT : S EEI N G RED

American Social Theorist

Charles Fourier 1772–1837

Louis Blanc 1811–1882

Jean-Jacques Rousseau 1712–1778

Pierre-Joseph Proudhon 1809–1865

Jo 18


Leon Trotsky 1879–1940

Georgi Plekhanov 1857 – 1918

George Novack 1905–1992

James Connolly 1868 – 1916

Rosa Luxemburg 1871 – 1919

Second International

Trotskyism

es Cannon 90–1974

Paul Lafargue 1842 – 1911

Herbert Marcuse 1898 – 1979

Jean-Paul Sartre 1905 – 1980

Western Marxism

First International

György Luká 1885 – 197

August Bebel 1840 – 1913 The Bolsheviks

Black Liberation

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adimir Lenin 1870 – 1924 Alexandra Kollontai 1872 – 1952

The Comintern (The Communist International)

oseph Stalin 878 – 1953

Maoism

John Brown 1800 – 1859

Malcom X 1925 – 1965

Antonio Gramsci 1891 – 1937

Mao Zedong 1893 – 1976

Fidel Cast 1926


: 72 / 73 I N STR UCTOR : L AU R A M I LTO N

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io


: 74 / 75


I N STR UCTOR : L AU R A M I LTO N

nao mi h oag : d es ign por tfol io

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


: 76 / 77


I N STR UCTOR : L AU R A M I LTO N

nao mi h oag : d es ign por tfol io

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


: 78 / 79


I N STR UCTOR : L AU R A M I LTO N

nao mi h oag : d es ign por tfol io

P ROJ ECT : S EEI N G RED

1 2 3 4 5 6 7

: uncover


: 80 / 81 I N STR UCTOR : A R I EL GRE Y

P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E

1 2 3 4 5 6 7

: uncover


TITLE :

LA N G UAG E , C U LT U R E, T Y P E

“Creativity can solve almost any problem. The creative act, the defeat of habit by originality overcomes everything.” GEOR GE LOIS

CATEGORY :

Print

DE LIVE RAB LE S :

Conference book,

Conference Guide, Poster

T YP E FACE S :

Berthold

Akzidenz Grotesk, Tungsten, Nuptial Script

OBJ ECTIVE :

Create collateral for a typography

conference targeting the fields of design nao mi h oag : d es ign por tfol io

and language.

SOLUTION :

In this global era

of language and communication, this book explores the world’s languages and the necessity of multi-lingual support.


: 82 / 83


I N STR UCTOR : A R I EL GRE Y

nao mi h oag : d es ign por tfol io

P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E

1 2 3 4 5 6 7

: uncover


: 84 / 85


I N STR UCTOR : A R I EL GRE Y

nao mi h oag : d es ign por tfol io

P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E

1 2 3 4 5 6 7

: uncover


: 86 / 87 I N STR UCTOR : A R I EL GRE Y

P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E

1 2 3 4 5 6 7

: uncover


nao mi h oag : d es ign por tfol io

: uncover


: uncover P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E

1 2 3 4 5 6 7 PROGR AMMER

Part 05

T YPOGR APHER

DESIGNER

I N STR UCTOR : A R I EL GRE Y

Part 06

Part 0 2

A

N AT I V E S P E A K E R

B

C

D Part 04

: 88 / 89

E

Part 01

Part 03

C


Part 05 Part 06

2011

Part 04

Part 01

nao mi h oag : d es ign por tfol io

Part 03

Sound


: 90 / 91


I N STR UCTOR : A R I EL GRE Y

nao mi h oag : d es ign por tfol io

P ROJ ECT : L A N GUAGE , CU LT U RE , T Y P E

1 2 3 4 5 6 7

: uncover


TITLE :

J C P E N N EY R E B R A N D

“The original idea makes design distinctive, function makes it work and quality adds value.” S ER GE ZU E V

CATEGORY :

Packaging

all the brands

DE LI VE RAB LE S :

TEAM :

100 skus covering

David Scott, Paul Capilli,

Collin Fry, Sandra Schachermeyer, Miki Bong.

OBJ ECTIVE :

Rejuvinate JC Penney’s current brand

and reinvent their store and private labels. SOLUTION :

We were asked, “What would JCP do in

10 years?” The mission began by choosing the best approach on how the labels and brands were categorized and the addition of special services. We needed to realign the products and design to cater to the new generation of buyers, connecting with them at an emotional level. We came up with two store brands and five private labels to show how JCP could surpass their competitors with thoughtful,

: 92 / 93

unique products.


I N STR UCTOR : M I CH A EL OS B O RN E

nao mi h oag : d es ign por tfol io

P ROJ ECT : J CP RED ES I GN

1 2 3 4 5 6 7

: uncover


: uncover

STO R E B RAN D

STO R E :

P ROJ ECT : J CP RED ES I GN

1 2 3 4 5 6 7

JC PE N N EY

S TO R E B R A N D S

D E PARTM E NT :

M O M E N TS

TAR G ET AU D I E N C E :

I N STR UCTOR : M I CH A EL OS B O RN E

25-50 Men & Women

LO N G EVITY

Everyday family products for the conscious shopper at competitive prices.

STO R E B RAN D :

D E PARTM E NT :

E N T RA DA

TAR G ET AU D I E N C E :

MINDFUL FRESH

: 94 / 95

Home & Kitchen

STO R E B RAN D :

C U LTU R E EXPERIENCE TRAD IT I O N

Food & Kitchen 25-50 Families

Bringing a variety of culinary culture and tradition into american homes.


P R IVATE LAB E L

P R IVAT E L A B E LS

D E PARTM E NT :

WH ISPE R

TAR G ET AU D I E N C E :

25-35 Women

P O LI S H E D

Simple, timeless skin care and cosmetic products for deceivingly affordable prices.

P R IVATE LAB E L :

D E PARTM E NT :

LM NOP

TAR G ET AU D I E N C E :

CHIC Q UALITY

Children’s Toys 3-6 Children

TH O U G HTF U L

Fun, educational products that will help inspire learning and imagination.

P R IVATE LAB E L :

D E PARTM E NT :

BENCH

TAR G ET AU D I E N C E :

E D U CATI O NAL I N N OVAT IVE

Coffee Shop 25-40 Male

I NVITI N G

A relaxing destination for men to take a break from shopping duties.

P R IVATE LAB E L :

D E PARTM E NT :

M A N I F E STO

TAR G ET AU D I E N C E :

ST YLI S H B O LD

nao mi h oag : d es ign por tfol io

Women’s Beauty

P R IVATE LAB E L :

Home & Electronics 25-40 Men & Women

I N D E P E N D E NT

Products that elevate lifestyles through education and sophisticated design.

P R IVATE LAB E L :

D E PARTM E NT :

& P L AY

TAR G ET AU D I E N C E :

E M P OW E R I N G S LE E K

S E XY P LAYF U L SAF E

Intimate Adult 25-40 Men & Women

Sensual products for the modern couple to keep the romance stirring.


: 96 / 97 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 7

: uncover


TITLE :

J C P E NT R A DA

Food & Kitchen

STO R E B RAN D :

D E PARTM E NT :

E NT R ADA

TAR G ET AU D I E N C E :

C U LTU R E EXPERIENCE TRAD ITI O N

CATEGORY :

25-50 Families

Bringing a variety of culinary culture and tradition into american homes.

Packaging

DE LIVE RAB LE S :

Dry foods from

India, Jamaica, and Argentina

OBJ ECTIVE :

Create a endorsed brand for JCPenney

SOLUTION :

Entrada presents products ranging

from three very different cultures and flavors. The labels are represented aesthetically by taking the essence of each culture. With Entrada, JCP patrons can enter

nao mi h oag : d es ign por tfol io

new flavors into their tradition.


TITLE :

: uncover

J C P E NT R ADA I N D IA

Food & Kitchen

STO R E B RAN D :

D E PARTM E NT :

E N T R A DA

TAR G ET AU D I E N C E :

C U LTU R E EXPERIENCE TRAD ITI O N

CATEGORY :

25-50 Families

Bringing a variety of culinary culture and tradition into american homes.

Packaging

DE LI VE RAB LE S :

Spices, Spice Rack,

Braising Sauces, Chutney, Grains, Oils 1 2 3 4 5 6 .1 7

OBJ ECTIVE : SOLUTION :

Create an endorsed brand for JCPenney Looking into the cultural aesthetic

of India, we applied the rich color and patterns to the carefully chosen products. The flavourful food is represented with our design toolbox of rich, bright colors, photography, paisley patterns, tall structures, glass, and gold de-

: 98 / 99

I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

tailing on the boarders.


nao mi h oag : d es ign por tfol io


: 100 / 101 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .1 7

: uncover


nao mi h oag : d es ign por tfol io


: 102 / 103 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .1 7

: uncover


nao mi h oag : d es ign por tfol io


: 104 / 105 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .1 7

: uncover


nao mi h oag : d es ign por tfol io


: 106 / 107 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .1 7

: uncover


nao mi h oag : d es ign por tfol io


: 108 / 109 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .1 7

: uncover


nao mi h oag : d es ign por tfol io


: 110 / 111 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .1 7

: uncover


nao mi h oag : d es ign por tfol io


: 112 / 113 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .2 7

: uncover


TITLE :

J C P E NT R A DA JA M A I CA

Food & Kitchen

STO R E B RAN D :

D E PARTM E NT :

E NT R ADA

TAR G ET AU D I E N C E :

C U LTU R E EXPERIENCE TRAD ITI O N

CATEGORY :

25-50 Families

Bringing a variety of culinary culture and tradition into american homes.

Packaging

DE LIVE RAB LE S :

Spices, Sauces,

Condiments, Grains

OBJ ECTIVE :

Create an endorsed brand for JCPenney

SOLUTION :

Entrada Jamaica embodies the easygoing

lifestyle and culture of Jamaica. Structures were chosen based on reusability, limiting

nao mi h oag : d es ign por tfol io

production to simple solutions.


: 114 / 115 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .2 7

: uncover


nao mi h oag : d es ign por tfol io


: 116 / 117


I N STR UCTOR : M I CH A EL OS B O RN E

nao mi h oag : d es ign por tfol io

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .2 7

: uncover


: 118 / 119 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .2 7

: uncover


nao mi h oag : d es ign por tfol io


: 120 / 121 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .2 7

: uncover


nao mi h oag : d es ign por tfol io


: 122 / 123 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .2 7

: uncover


nao mi h oag : d es ign por tfol io


: 124 / 125 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

1 2 3 4 5 6 .2 7

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TITLE :

J C P E NT R ADA AR G E NT I NA

Food & Kitchen

STO R E B RAN D :

D E PART M E NT :

E N T R A DA

TAR G ET AU D I E N C E :

C U LTU R E EXPERIENCE TRAD ITI O N

CATEGORY :

25-50 Families

Bringing a variety of culinary culture and tradition into american homes.

Packaging

DE LI VE RAB LE S :

Spices, Rubs, Bak-

ing Mix, Braising Sauce, Dessert Sauces, Yerba Mate, Quinoa, Aged Balsamic

OBJ ECTIVE :

ney

Create an endorsed brand for JCPen-

SOLUTI ON :

Argentina has the history of rich

local culture and the combination of European immigration that makes for unique culinary flavors as well as aesthetic. The elegance from the European influence and rustic textures of

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the region are key design features.


I N STR UCTOR : M I CH A EL OS B O RN E

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P ROJ ECT : J CP EN T R A DA

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P ROJ ECT : J CP EN T R A DA

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: 130 / 131 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP EN T R A DA

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P ROJ ECT : J CP EN T R A DA

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P ROJ ECT : J CP EN T R A DA

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P ROJ ECT : J CP EN T R A DA

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TITLE :

: uncover

J C P B E N C H CA F E

Coffee Shop

P R IVATE LAB E L :

D E PARTM E NT :

BENCH

TAR G ET AU D I E N C E :

A relaxing destination for men to take a break from shopping duties.

STYLI S H B O LD I NVITI N G

CATEGORY :

25-40 Male

Packaging

DE LI VE RAB LE S :

Instore & take

home coffee cups, shopping bags, Coffee beans, 1 2 3 4 5 6 .4 7

instant coffee, tea, coasters, chocolate, grinder, french press OBJ ECTIVE : Create SOLUTION :

a private label for JCPenney

As a private label, we choose to de-

velop a cafe that patrons can use during their shopping trips. We created bold graphics and textures, information on the coffee products

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I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP B EN CH

connecting the origin of its ingredients.


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I N STR UCTOR : M I CH A EL OS B O RN E

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P ROJ ECT : J CP B EN CH

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: 142 / 143 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP B EN CH

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I N STR UCTOR : M I CH A EL OS B O RN E

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P ROJ ECT : J CP B EN CH

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I N STR UCTOR : M I CH A EL OS B O RN E

nao mi h oag : d es ign por tfol io

P ROJ ECT : J CP B EN CH

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I N STR UCTOR : M I CH A EL OS B O RN E

nao mi h oag : d es ign por tfol io

P ROJ ECT : J CP B EN CH

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: 150 / 151 I N STR UCTOR : M I CH A EL OS B O RN E

P ROJ ECT : J CP & P L AY

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TITLE :

J C P & P LAY

Intimate Adult

P R IVATE LAB E L :

D E PARTM E NT :

& P LAY

TAR G ET AU D I E N C E :

S E XY P LAYF U L SAF E

CATEGORY :

25-40 Men, Women

Sensual products for the modern couple to keep the romance stirring.

Packaging

DE LIVE RAB LE S :

Condoms, Lubri-

cant, Vibrator, Handcuffs, Blindfold

OBJ ECTIVE :

Create a private label for JCPenney

SOLUTION :

&Play was developed to target a new

audience, focusing on their playful intimate lives. Our concept began by thinking about what people use to hide their deepest secrets. We created packaging that would be kept after purchase to store the products

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“in plain sight.”


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P ROJ ECT : J CP & P L AY

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P ROJ ECT : J CP & P L AY

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I N ST R UCTOR : M I CH A EL OS B O RN E

nao mi h oag : d es ign por tfol io

P ROJ ECT : J CP & P L AY

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UNCOVER : uncover


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P ROJ ECT : J CP & P L AY

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I N STR UCTOR : M I CH A EL OS B O RN E

nao mi h oag : d es ign por tfol io

P ROJ ECT : J CP & P L AY

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TITLE :

S E LECT E D I D E NT IT I ES

“Decide who you are, decide what you want to do, and then do it because it is surely possible.� D OYALD YOU NG

CATEGORY :

identity

OBJ ECTIVE :

All identities require marks that com-

DE LI VE RAB LE S :

logomark

municate the essence of the client in the most honost and effective way.

SOLUTION :

Research and

understand the client, then simply represent

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their message.


I N STR UCTOR : VA R I OUS

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P ROJ ECT : SE LECTE D I DE NTITI ES

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P ROJ ECT : SE LECTE D I DE NTITI ES

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P ROJ ECT : SE LECTE D I DE NTITI ES

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P ROJ ECT : SE LECTE D I DE NTITI ES

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P ROJ ECT : SE LECTE D I DE NTITI ES

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P ROJ ECT : SE LECTE D I DE NTITI ES

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P ROJ ECT : SE LECTE D I DE NTITI ES

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P ROJ ECT : SE LECTE D I DE NTITI ES

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TITLE :

T HA N K YO U

Roland Young, Michael Osborne, Mary Scott, Thomas McNulty, Todd Hedpeth, Jenny Ji, Christine George, Ariel Gray, Carolina De Bartolo, Michael Kilgore, Claude, JaimePatino Calvo, Pongpat Chirakiti, Jonathan Graziani, Sunny Lee, Beau Monroe, David nao mi h oag : d es ign por tfol io

Scott, Brian Zobel, Shane, Jameson, Robin, Grandpa Lyle, Grandma BZ, Okasan, Otosan, Lina, and last but not least, Hiro.


n ao mi hoag : uncov er 949 466 4510 naomi@naomihoag.com naomihoag.com


n a o mi h oag.c om


Naomi Hoag : Uncover