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{ dissect } s e l e ct e d wo r k / / s a l i g o l z a r i h o ov e r


{ dissect } s e l e ct e d wo r k / / s a l i g o l z a r i h o ov e r


{ dissect }

selected work // sali golzari hoover

dedication I would like to dedicate this book to my family and to my husband.

Fall // 2010


{ dissect }

selected work // sali golzari hoover

dissect Dissect stands for my process of design.Each person has a process in which they design. We all have a spot where we start from, for me I start my process from research. Research is the most important part to understand. I dissect the research and learn from the research everything I need to know about a project from the history to marketing to the consumer analysis. Dissecting a research has always been the beginning for me on each project, by dissecting the research it helps me get inspired for ideas for the project. So I choose to present my portfolio based on the concept of the process I believe in.

Fall // 2010


Table of contents


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selected work // sali golzari hoover

page numbers 002 012 052 064 076

/ / / / /

011 051 063 075 089

090 106 122 134

/ / / /

105 121 133 139

packaging Hess wine Aero SK01 skincare Tomas Alia paint Oliver chocolate print Cabinet of Curiosities Code 09 Whisky Magazine Pantone poster

identity 140 / 169 170 / 183 184 / 189

Continental airlines Blackhawk Museum Logos internship

190 194 196 198 200

Fall // 2010

/ / / / /

193 195 197 199 201

Monogamy wine Brazin wine Grand RĂŠve wine Janzen wine Canopy identity


Nยบ 1.1

A sip of heritage.

<

Figure 1

memorable environmental luxurious sophisticated bold contemporary clean historical elegant


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002 / 003

selected work // sali golzari hoover

fonts

objective

Chronicle Display Anziano Kievit Smaragd

The Hess Collection was founded by Swiss entrepreneur Donald Hess in 1976. Hess first purchased vineyards on Mount Veeder in 1978, and made wine under The Hess Collection label in 1983. With several locations around northern California Hess wine has unique flavor from each different location. Hess is a wine that is mainly targeted towards sophisticated men and women in their 30-60 who enjoy contemporary art as well as being environmentally conscious. The wine is moderately priced, so the objective of this design was to take the Hess Wine Collection and redesign the brand and label and bring in back some of the rich history of the winery as well as making the wine more luxurious, sophisticated,

materials Epson water color Wax seal Wax stamp Rubdowns

simple yet bold to make the design more memorable to the consumers. printer

solution

Epson Photo Stylus 2200 Color Imaging Plus products Limited edition Cabernet Sauvignon High end Cabernet Sauvignon Cabernet Sauvignon Chardonnay classification

The Hess Wine Collection creates some of the finest quality wine with bold flavors and the purpose of the redesign is to show the outside of the bottle the same as the inside desirable. The solution for the wine was to take the previous labels and make it more elegant and contemporary. The process began with research looking deep into the Hess winery history and learning about the owner, having 165 years of history and the fascination for art and having a contemporary art museum at the winery. The solution was to take the heraldry idea of the past and give it a contemporary look. As well as giving the lion which symbolizes the family crest and give a new look making the lion more bold and prominent.

Packaging

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > 165 years of history and creating environmentally safe wine with several locations making each wine a unique flavor.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // package design 3

instructor // tom mcnulty

project // wine redesign


Brand Visual Expression


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 3

instructor // tom mcnulty

004 / 005

project // wine redesign


{ dissect }

Fall // 2010

006 / 007


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 3

instructor // tom mcnulty

008 / 009

project // wine redesign


{ dissect }

Fall // 2010

010 / 011


Nยบ 1.2

Shopping for a peace of mind.

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Figure 2

creative innovative fun different varied literal sensible appealing realistic


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012 / 013

selected work // sali golzari hoover

fonts

objective

Helvetica Vag Rounded Chalet Freight San

Aero is a new store by Target to bring high-end house ware to the average consumer. Combining offerings of Crate & Barrel and William Sonoma. Aero aims to combine what each of these stores offer all under one roof, essentially ending the need to shop between the two, Aero brings the products to the consumer. Objective is to create a line of branded house and house of brand products for the store that follow a consistent look and feel. Creating sub sections of the store while still retaining the brand image that is Aero. Appealing to the consumer through innovative packaging solutions. Variable higher than Target but depending upon the actual items. Comparable to Crate& Barrel and William Sonoma. Target audience is men and women who

materials Epson heavy weight matte Red River paper Wax paper Recycled paper

are looking for a one stop store that provides high quality items. printer Epson Photo Stylus 2200 products Aero food Aero kitchen Aero office Bloom Whip it Anthony Bourdain classification Packaging, branding

solution Our solution is to create a house of brands and branded house for Aeroâ&#x20AC;&#x2122;s line of products, with strong focus towards appealing to the consumer through inventive, communicative approaches that separate us from any of our competitors. Our goal is to speak the voice of the consumer themselves though creative, innovative designs. Our packaging will appeal to a large group of consumers because of our innovative and fun packaging. Our departments, like most departments, cater towards a consumers needs and within each department we will have a section that will target towards a specific personality. With that said, we will be pitching lines of products aimed directly at that type of personality that would appeal to the consumer. We are providing our consumers with small sections within each department that allow the consumer to have fun and connect with the product. Group members are : Jon Patterson, Risaki Koyama, Karen Chen, and sali Golzari Hoover

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Everyday products for desirable lifestyle.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // package design 4

instructor // michael osbourne

project // aero


Brand Visual Expression


{ dissect }

Fall // 2010

014 / 015

selected work // sali golzari hoover

aero

aero

aero

aero

aero

o r e a

class // package design 4

instructor // michael osborne

project // aero


< aer o department food kitchen office


{ dissect }

016 / 017

selected work // sali golzari hoover

< house of brands

< branded house

anthony bourdain deli

bloom

This line is based on chef Anthony Bourdain, and focuses on his travels around the world. The Anthony Bourdain Deli carries meat, poultry, and seafood from around the world.

The brand Bloom is Aero branded house brand and it carries a line of gardening supplies. The brand has a medical feel because plants can be a form of meditation a medicine for the mind.

whip it This line is series of products for baking cupcakes. The line carries cupcake mix, cupcake pan, pie pan, cupcake cups, and pie crusts. Unlike most lines in the baking departments we choose a mascot to represent the brand known as Whip it boy and he represents the brand and the many forms the brand takes.

Fall // 2010

class // package design 4

instructor // michael osborne

project // aero


{ dissect }

selected work // sali golzari hoover

018 / 019


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 4

instructor // michael osborne

020 / 021

project // aero


{ dissect }

Fall // 2010

selected work // sali golzari hoover

022 / 023


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 4

instructor // michael osborne

024 / 025

project // aero


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 4

instructor // michael osborne

026 / 027

project // aero


Brand Visual Expression


{ dissect }

028 / 029

selected work // sali golzari hoover

by

bloom

bloom

Bloom

bloom bloom bloom Fall // 2010

class // package design 4

instructor // michael osborne

project // aero


{ dissect }

030 / 031

selected work // sali golzari hoover

class // package design 4

instructor // michael osburne

project // aero


selected work // sali golzari hoover

032 / 033


selected work // sali golzari hoover

034 / 035


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 4

instructor // michael osborne

036 / 037

project // aero


Brand Visual Expression


{ dissect }

Whip it !

ip Wh it

Fall // 2010

038 / 039

selected work // sali golzari hoover

class // package design 4

Whip it !

whip it

instructor // michael osborne

project // aero

Whip it !

Whip it


{ dissect }

selected work // sali golzari hoover

040 / 041


{ dissect }

042 / 043

p

Fall // 2010


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 4

instructor // michael osborne

044 / 045

project // aero


Brand Visual Expression


{ dissect }

Anthony Bourdain

anthony bourdain

ANTHONY BOURDAIN

Fall // 2010

046 / 047

selected work // sali golzari hoover

class // package design 4

ANTHONY BOURDAIN

Anthony Bourdain

instructor // michael osborne

project // aero


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 4

instructor // michael osborne

048 / 049

project // aero


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 4

instructor // michael osborne

050 / 051

project // aero


Nยบ 1.3

Refresh your skin.

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Figure 3

elegant modern chic inspirational simple clean affordable


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052 / 053

selected work // sali golzari hoover

fonts

objective

Houschka

EQ3 is about innovative rooms with affordable furnishings for simply living. The designs of EQ3 are globally inspired, and centered in the growing interest by many across all generations. A lifestyle expression reflecting modern living. This growing consumer group does not simply fit within a demographic category. Spanning all ages, those within this â&#x20AC;&#x153;psycho graphicâ&#x20AC;? live with a strong set of beliefs and values, are educated, have an informed world view, and deeply value intentional behaviors. Although the EQ3 concept was originally rooted in European design, it has since taken on its own design position, mediating the European influence with North American lifestyle realities. EQ3 introduced an innovative and affordable furniture concept as an alternative to the few furniture boutiques committed to the idea of European modern design, yet unaffordable for the mass market. EQ3â&#x20AC;&#x2122;s strategy from day one has been to provide affordable home furnishing to those who value modern design. The objective is to design a line of modern skin care for EQ3 for both men and woman and create it under a sub brand that represents them.

materials Rubdowns Wood Plastic printer Color Imaging Plus products Face wash Toner Moisturizer Eye Cream Anti Wrinkle cream Night time eye cream Day time eye cream classification

solution The solution is to take the concept of affordable modern living for all ages and demographics and apply it to a line of skin care for EQ3. The skin care is for men and women of all ages who appreciate a modern and affordable lifestyle.

Packaging, branding

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Skin care that provides the ultimate beauty, elegance at an affordable price.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // package design 3

instructor // tom mcnulty

project // eq3 skin care


Brand Visual Expression


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 3

instructor // tom mcnulty

054 / 055

project // eq3 skin care


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 3

instructor // tom mcnulty

056 / 057

project // eq3 skin care


{ dissect }

058 / 059

selected work // sali golzari hoover

[ SK0 1 ]

Fall // 2010

class // package design 3

instructor // tom mcnulty

project // eq3 skin care


060 / 061


selected work // sali golzari hoover

062 / 063


Nยบ 1.4

Looking through the glass.

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Figure 4

contemporary trendy unique luxurious femininity avant gard memorable chic


{ dissect }

064 / 065

selected work // sali golzari hoover

fonts

objective

Berthold Akzidenz Grotesq Bembo Helvetica

Tomas Alia is an international studio currently located in Madrid, Spain. Tomas Alia studio is not only architectural design but also industrial design, Interior design, and graphic design. The philosophy and success of Tomas Alia studio is based on modern and functional work setting. Tomas Alia work is not only on urban projects but as well as furniture design. This body of work has given him recognition both nationally and internationally. The strength of the studio is based on a one on one design approach with each Project. Tomas Alia has received numerous recognition in local and international Press, he is described as one of the 500 most influential people in Spain. He has been named the Premier Designer of Apartments in Spain, In 2000 he won the National Architectural Award for his design. The objective is to create a line of glass paint for Tomas Alia, a kind of paint that reflects his design.

materials Epson heavy weight matte Clear plastic paint can printer Silk screen Epson Photo Stylus 2200 products 2 gallon paint 2 quart paint Spray gloss Paint kit classification Packaging, branding

solution The goal is allow people to use glass as wall dividers and be able to paint them and to create a new look. The paint will also be displayed in clear plastic cans with a patters inside to resemble what the project that the consumer is creating will look like. The cans can also be used later as form of recycling the can come with a lining inside that can be removed and the can will be paint free to use for other things such as storage or any other creative projects .

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Not just paint but a trend setter.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // package design 2

instructor // tom mcnulty

project // paint redesign


Brand Visual Expression


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 3

instructor // tom mcnulty

066 / 067

project // paint redesign


{ dissect }

Fall // 2010

068 / 069

selected work // sali golzari hoover

class // package design 3

instructor // tom mcnulty

project // paint redesign


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 3

instructor // tom mcnulty

070 / 071

project // eq3 skin care


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 3

instructor // tom mcnulty

072 / 073

project // paint redesign


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // package design 3

instructor // tom mcnulty

074 / 075

project // paint redesign


Nยบ 1.5

Taste indulgence.

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Figure 5

luxurious french decorative avant gard chic tasteful


{ dissect }

076 / 077

selected work // sali golzari hoover

fonts

objective

Sabon Burques Script Helvetica

Perfect Color Printing Epson Photo Stylus 2200

The American Revolution was at its highest point and the beloved King Louis XVI of France when Olivier Francois opened his candy shop in 1780. In the second half of the nineteenth century with his son Hippolytus, chocolates Olivier became famous in France thanks to their quality and excellence. In 1886, Hippolyte offered a fountain to commemorate the floods of June 23, 1875 that destroyed the Saint-Cyprien Toulouse. The fountain was designed by Dargassies. Today, Oliver is the oldest chocolatier in France and also one of the oldest in the world. The objective of this project was to take the rich history of Olivier chocolate and bring it in the packaging the current packaging was not reflecting the companies history or the luxurious and fine artisan chocolate they produced. The goal is to bring all these elements into the new label.

products

solution

Dark chocolate Milk chocolate White chocolate Display box Gift Box

The solution is to redo the Olivier packaging and bring in the rich history of the company with French flair as well as making the packaging be luxurious. To make the packaging more high end, elaborate and full of detail to show the quality of the chocolate.

materials Epson heavy weight matte Rubdowns printer

classification Packaging, branding

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Making chocolate for decades.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // package design 1

instructor // christine george

project // chocolate


Brand Visual Expression


{ dissect }

Fall // 2010

078 / 079

selected work // sali golzari hoover

class // package design 1

instructor // christine george

project // chocolate


{ dissect }

Fall // 2010

080 / 081

selected work // sali golzari hoover

class // package design 1

instructor // christine george

project // chocolate


{ dissect }

Fall // 2010

082 / 083

selected work // sali golzari hoover

class // package design 1

instructor // christine george

project // chocolate


{ dissect }

Fall // 2010

084 / 085

selected work // sali golzari hoover

class // package design 1

instructor // christine george

project // chocolate


{ dissect }

Fall // 2010

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selected work // sali golzari hoover

class // package design 1

instructor // christine george

project // chocolate


{ dissect }

Fall // 2010

088 / 089

selected work // sali golzari hoover

class // package design 1

instructor // christine george

project // chocolate


Nยบ 2.1

No guts but glory.

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Figure 6

reincarnation art rogue authentic bold decorative


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090 / 091

selected work // sali golzari hoover

fonts

objective

Tribute Linotext Escrita

To Design a paper promotion Package for line of Mohawk paper called Reincarnation. This Book will be a 48 page promotion book , swatch cards, swatch container, poster and website. The concept for this promotion book derived from the word Reincarnation. Taking the word Reincarnation the concept of the book is about taxidermy, and how taxidermy in this modern era has taken a new turn and has become a form of art. Taking animals that have died naturally or road kill and seeing Taxidermist artist give these dead animals a second chance by creating sculptures, furniture, as well as for fashion. This book will bring attention to these new form of art as well as how these artist taking these animals and recycling them and giving these road kills a new life.

materials Epson heavy weight matte Rubdowns printer Color Plus Imaging Epson Photo Stylus 2200

The concept is also to show taxidermy as a new from of art that is inviting and not scary. Many people have the perspective of taxidermy as just heads of animals that are mounted on walls but this book will show that taxidermy more than killing animals and taking pride but its actually the opposite many of the taxidermist artist do not even kill the animal they only use animals that are naturally killed or road kill and using these animals for sculptural pieces showing respect to these animals and giving them a new life where people can enjoy them and look at them and have their perspective change about what taxidermy was.

products Promotion book Swatch cards Swatch card container Website Poster classification Print, branding, packaging

solution The solution is to create a paper promotion book that brings out the word reincarnation and shows the meaning of the paper in a whole new form of art. Advertising the Reincarnation paper in a unique way.

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Showing rogue taxidermy as a new form of art.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // typography 4

instructor // ariel grey

project // paper promotion


Brand Visual Expression


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 4

instructor // ariel grey

092 / 093

project // paper promotion


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 4

instructor // ariel grey

095 / 096

project // paper promotion


{ dissect }


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 4

instructor // ariel grey

098 / 099

project // paper promotion


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 4

instructor // ariel grey

100 / 101

project // paper promotion


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 4

instructor // ariel grey

102 / 103

project // paper promotion


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 4

instructor // ariel grey

104 / 105

project // paper promotion


Nยบ 2.2

Speaking in thumbs.

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Figure 7

technology teenagers codes awareness bright


{ dissect }

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selected work // sali golzari hoover

fonts

objective

Call OCRB

Making a promo book that features a typeface combined with 2 other typeface all from the same foundry, specimen book that is part of the promo book that shows all three typefaces. A poster that is 18 x 24 as well a CD that has the typefaces for download and a slip case for the CD. The concept is to show the good and evil sides of codes. Really emphasize on teenagers who are using codes to hide information from parents and end up putting themselves at risk by meeting with strangers and their parents not being aware of what they are doing or who they are talking to. The concept is to show the codes being useful at times and being corrupted as technology advances. The concepts develops throughout the use of pixelates photographs mixed with typographic treatment throughout the book that goes from easy to read to corrupted form of type.

materials Epson heavy weight matte printer Epson Photo Stylus 2200 products Promotion book Font CD Poster

solution

classification Print, branding, packaging

The solution of this promo book is to bring awareness of teenagers and the codes they use among them and how these codes are causing corruption. Through a active and energetic approach sending the message to teens usage of these corrupted codes.

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Bringing awareness through type.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // typography 3

instructor // ariel grey

project // font promotion


Brand Visual Expression


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 3

instructor // ariel grey

108 / 109

project // font promotion


{ dissect }

selected work // sali golzari hoover

110 / 111


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 3

instructor // ariel grey

112 / 113

project // font promotion


114 / 115


{ dissect }

Fall // 2010

116 / 117

selected work // sali golzari hoover

class // typography 3

instructor // ariel grey

project // font promotion


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // typography 3

instructor // ariel grey

118 / 119

project // font promotion


Research shows that one in four kids use such lingo daily to warn their chat friends of prying eyes.Despite the secrecy, Internet savvy parents have more and more tools to decipher the code,

But for parents who likely aren’t as comfortable with IM slang:PAW means “parents are watching” MOS is “mom over shoulder”; and CD9 means “Code 9” for when parents are around.

LETTER WORDS.

DISTURBING THAN THE OLD FOUR

MOS AND CD9 MIGHT BE MORE

LETTER ACRONYMS LIKE PAW,

FOR PARENTS OF TEENS, THREE

Cau and fudd thro soft kids for w for p turn keep on t keep from


Astrid scheuerhorst

Design:

FONT FONT

By:

FF CALL

Font:

ARE WATCHING

PAW: PARENTS

FROM PARENTS.

CONVERSATION

CODES TO HIDE

KIDS USE

using a kind of chat d mouse game. Be dled by lingo seen ough monitoring tware or over their s shoulder like “wu” whats up, or :plox” please, parents are ning to new ways to p themselves updated this codes so they can p their children safe m predators.


Nยบ 2.3

Drink variety.

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Figure 8

upscale premium simple classy recognizable elegant modern


{ dissect }

122 / 123

selected work // sali golzari hoover

fonts

objective

Luxury PS Cosmos Chronicle Display

Whisky Magazine started in November of 1998 and gets published 8 times a year, and its distributed both nationally as well as internationally. Celebrating whiskies around the world. The Whisky Magazine is published in 3 different languages which include Japanese, french, and Spanish. The objective is to take Whisky Magazine to a more upscale, premium, modern yet bring the nostalgic classy part back. Want to give the magazine the a modern look but still showing heritage.

materials Epson heavy weight matte printer Epson Photo Stylus 2200

solution

products

The solution is based on research and the chosen inspiration, taking the whisky heritage and the classy vintage look and applying in small amounts with a more modern simple and clean look. The original magazine design was full of information that was not organized in a easy to read manner. The solution is to take the information and distribute it clearly with plenty of space to make it easy to read. Through this process the magazine will take a more upscale and m o d e r n t y p o g r a p h i c a l a p p r o a c h , d u r i n g t h i s p r o c e s s t y p o g r a p h y, color , iconography and texture will be explored as well as variety of illustrations and photography to achieve a effective solution for the re-branding and redesigning of Whisky Magazine.

Magazine classification Print, branding

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Celebrating whiskies from around the world.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // graphic design 3

instructor // christopher morlan

project // magazine


Brand Visual Expression


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // graphic design 3

instructor // christopher morlan

124 / 125

project // magazine


{ dissect }

Fall // 2010

selected work // sali golzari hoover

132 / 133


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // graphic design 3

instructor // christopher morlan

128 / 129

project // magazine


{ dissect }

Fall // 2010

130 / 131


132 / 133


Nยบ 2.4

Take a step right up !

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Figure 9

colorful decorative hand drawn vintage charming fun


{ dissect }

134 / 135

selected work // sali golzari hoover

fonts

objective

Oklahoma Chipperfield and Bailey Vermont Chase

Pantone colors is promoting their colors in a series of posters that are done in three colors only. Each poster promoting three different colors per poster. The objective is the advertise these colors for Pantone. solution

materials Epson heavy weight matte printer Kinkoâ&#x20AC;&#x2122;s products Set of three posters

The solution is since Pantone is very colorful subject matter the idea of circus sideshow came to mind. Since circus is a colorful theme it be a great way to advertise Pantone colors in a fun, energetic way. The posters represent three sideshow characters. The twins, the snake charmer, and the mermaid. Each character representing three colors each poster looks the same but each have hand done typography as well as small changes in elements in the poster. In each poster the goal is to advertise Pantone clearly in a banner that is clear to understand and recognize to not be distracted from the rest of the poster.

classification Print

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Pantone, a language known worldwide.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

Fall // 2010

class // print 1

instructor // magumi kiyama

project // pantone posters


Brand Visual Expression


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // print 1

instructor // magumi kiyama

136 / 137

project // pantone poster


{ dissect }

selected work // sali golzari hoover

Fall // 2010

class // print 1

instructor // magumi kiyama

138 / 139

project // pantone poster


Nยบ 3.1

Luxury in flight, easy breathing.

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Figure 10

luxurious sophisticated sleek modern memorable comfort reliable trendy


{ dissect }

140 / 141

selected work // sali golzari hoover

fonts

objective

Gotham

Continental Airlines traces its roots to Varney Speed Lines, which began flying from El Paso, Texas, to Pueblo, Colorado, in July 1934. In 1937, Varney Speed Lines changed its name to continental Airlines. Continental relocated its headquarters to Houston,Texas, in October 1982 after merging with Texas International. Continental is the best domestic airline, Rank among the top in on time arrivals, and baggage handling. Serves more international destinations that any other carrier. One of the first to offer online and Kiosk check in. Offers pet Safe program. Operates two of the only on terminal animal kennels In the US, Offering unique animal hotel, that offers in pet care, feeding, exercise, full grooming. The objective is to redesign Continental Airlines Identity and Identity Guideline Manual.

materials Laser paper bright white printer H&H Printing products Standards manual, applications

solution classification Print, branding, packaging

The solution is make Continental Airlines Identity and Identity Guideline Manual more modern, sleek, stylish design that is welcoming and friendly. Want to make the new identity memorable and premium and make Continental Airline high end.

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > 1 airline 265 destinations worldwide.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

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project // standards manuel


Brand Visual Expression


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continental

continental

continental


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continental

continental

continental Fall // 2010

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instructor // todd hedgpeth

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,/?!&$%@#( ) {} [ ] \ : ; “ ‘ < > + = Gotham // Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,/?!&$%@#( ) {} [ ] \ : ; “ ‘ < > + = Gotham // Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,/?!&$%@#( ) {} [ ] \ : ; “ ‘ < > + = Gotham // Book


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4427 8043 5632 220 4427

VALID THRU

STEVE POGNI

10/1 2

4


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years

12

Whisky the tradition of quality and refinemet established in 1820 remains alive today in this internationally award winning blend. taste the worlds finest deluxe whisky.

Distilled, Blended and Bottled in Scotland


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Nยบ 3.2

Sitting pretty.

<

Figure 11

hot rod rough steel edgy memorable


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fonts

objective

Gotham Berthold Akzidenz Grotesk

The Blackhawks Museum, a nonprofit corporation, was established to ensure that significant automotive treasures blending art, technology, culture, and history would be exhibited for public enjoyment and education. Blackhawk show cases about 50 cars from many different parts of the world. Blackhawks museum has the largest and dramatic presentation of coach built cars in the world Without exception. The objective is to redesign Blackhawk Museum Identity and Identity Guideline Manual.

materials Epson heavy wight matte printer Epson Photo Stylus 2200 products Visual standards manual classification Print, branding

solution The solution is make Blackhawk Museum have more variety and grab the attention of more people. Currently Blackhawk Museum is targeted towards a more luxurious, high end, and sophisticated crowd and it shows more luxury cars and we want to expand Blackhawk Museum to not only have the luxurious cars, but also carry hot rods and muscle cars and this will bring more crowd to the museum and give the museum more variety. The goal is to make Blackhawk Museum slick, modern, sophisticated with the twist of the hot rods and muscle cars.

01

1.1 1.2 1.3 1.4 1.5

unique selling point // > Rolling sculptures under one roof.

04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

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class // identity 1

instructor // hunter wimmer

project // standards manuel


Brand Visual Expression


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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,/?!&$%@#( ) {} [ ] \ : ; “ ‘ < > + = Gotham // Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,/?!&$%@#( ) {} [ ] \ : ; “ ‘ < > + = Gotham // Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,/?!&$%@#( ) {} [ ] \ : ; “ ‘ < > + = Gotham // Book


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Nยบ 3.3

Identity is the backbone of each brand.

<

Figure 12

trendy modern memorable


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fonts

objective

Gotham Berthold Akzidenz Grotesk Rockwell Reqium Egyptienne Edwardian Script Snell Houschka Smaragd

The objective is to redesign the identity. solution The solution to make the identity fit the brand as well as possible and to be catchy and memorable for the consumer to always remember the identity.

materials None printer Epson Photo Stylus 2200 products Logo classification Branding

1.1 1.2 1.3 1.4 1.5

01 04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

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A


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FERRERA


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FERRERA

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Nยบ 4.1

Internships are the building muscles of the future.

<

Figure 13

trendy modern memorable


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fonts

objective

Garamond Gotham AT Saker Centar

Series of work I have done as a freelances as well as intern at CF Napa design. All the projects I have worked on while at CF Napa I worked closely with the CF Napa team as well as the Creative Director Sara Golzari as well as the owner of CF Napa David Schuemann.

materials Various printer Cameo Craft Collotype Printer products Wine Packaging Stationary system classification Branding, Packaging

1.1 1.2 1.3 1.4 1.5

01 04 05

3.1 3.2 3.3 4.1

03

2.1 2.2 2.3 2.4

02

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company // cf napa

designers // sali golzari hoover & sara golzari project // packaging


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project // brazin

company // cfnapa

designer // sali golzari hoover & sara golzari

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company // cfnapa

designer // sali golzari hoover & sara golzari

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thank you I would like to thank my mom and dad for giving me this opportunity to pursue my dreams. I would like to thank my sister who has been a inspiration and a supporter. I would like to thank my uncle Moe for always being there for me, supporting me and helping me. I would like to thank my husband who has supported me and stood by my side through these years.I would like to thank my classmates and friends especially Courtney who has helped me through out this semester and other classes through these years. I would also like to thank my teachers for passing on their knowledge down and being an inspiration.

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author

colophon

Sali Golzari Hoover

This book published by Sali Golzari Hoover 2010. All right reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted,

photography

in any form or by any means, electronic, mechanical, photocopying, recording,

Sali Golzari Hoover

or otherwise, without prior written permission from the author.

paper stock Mohawk Premium 100 LB cover White leather typeface Chronicle, Trade Gothic printer Chum's Design & Print binder Key Printing & Binding equipment Canon Rebel XTi

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Sali Golzari Hoover