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SAN NA LUU KK


sisu portfolio of sanna luukk a


si-su n. [see-soo] Special strength of character; stubborn determination to continue, overcome and act rationally in the moment of adversity.

introduction Sisu is a unique Finnish concept that cannot fully be translated to English. It is said to be the strength of character that is the core of the Finnish nation. It is a combination of stamina, perseverance and obstinacy — everything that I need as a graphic designer. Like sisu makes me a stronger designer, every client and every project has a strength of character that makes that project unique and strong in its own way. This book is the result of a whole lot of sisu.

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portfolio S isu designer S anna Luukka phone (US) 1.415.307.0506 (FIN) 358.41.501.2084 email sannaluukka@gmail.com website www.sannaluukka.com printer & binder Blurb.com te x t s tock ProLine Uncoated end shee t s Proline Charcoal t y pefaces Whitney, Fontin photogr aphy Sanna Luukka (Aero; Gina Chang, Caroline Saridewi, Molly Weber) and online image sources. date Fall 2011 school Academy of Art University, 79 New Montgomery Street, San Francisco, CA 94105 ins t ruc tor Mary Scott Š 2011 All rights reserved. No part of this publication may be reproduced without permission from Sanna Luukka.

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jubilee Fazer Promotion

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delight Cup-a-Cake Corporate Identity

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loyalt y Koomiz Pet Medicine

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reliance Aero Store Design

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dogma The Foul Line Cause Promotion

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trust Rite Aid Corporate Identity

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illumination Starwhite Paper Promotion

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simplicit y Dark Blue Poetry Book

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identit y Logos

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kiitos Acknowledgements

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ju-bi-lee n. [joo-buh-lee] Rejoicing or jubilation; a season or an occasion of joyful celebration.

project Fazer Promotion cl ass Print 2 instructor Eszter Clark objective Create a promotional piece for a company that is well established but could do with some help to elevate the level of their design. solution To bring the biggest confectionery company of Finland to the US markets, Fazer needed a small face lift. Friendly, playful illustrations celebrate the long tradition of Fazer sweets. A calendar and other promotional pieces were created to introduce to America the fresh look that is as delicious and as sweet as the Fazer candies are.

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JU BIL


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Projec t FA ZER PROMOTION projec t fa zer promotion

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de-light n. [dih-lahyt] A high degree of pleasure or enjoyment; something that gives great pleasure.

project Cup-a-Cake Corporate Identity cl ass Identity 1 instructor Andrew Cambouris objective Create an identity to a fictional company and implement it across all applications and develop brand guidelines. solution Cup-a-Cake is a family owned San Francisco based cafe and bakery that wants to make the everyday a little bit sweeter. The local company with a passion for baking is dedicated to offering the best quality products in a friendly delightful and environment. The corporate identity conveys the happiness and joy that Cup-a-Cake Bakery & Cafe wants to bring to your day-to-day life.

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BAK ERY

CAFE

WEBSITE STORE HOURS

Daily 9 am-9pm

www.cup-a-cake.com


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Get a stamp on this card for every cupcake you purchase and get every tenth cupcake FREE!

THE CUPCAKE CARD

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ONE

TWO

THREE

FOUR

FIVE

SIX

SEVEN

EIGHT

NINE

FREE CUPCAKE!


BAKERY & CAFE

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BAK ERY &

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CAF E


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lo-yal-t y n. [loi-uhl-tee] The state or quality of being loyal; faithfulness to commitments or obligations.

project Koomiz Pet Medicine cl ass Package Design 3 instructor Thomas McNulty objective Create packaging for a pharmaceutical product line to stand out from the existing products in the market. solution Koomiz is the solution to your best friend’s pests. Koomiz offers a line of pharmaceutical products to conveniently treat tick and flea problems on your dog. Color coding makes it easy to quickly pick the right product from the shelf, and each product suits dogs of all sizes. Products come in different formats which makes it easy to find the right medicine that best suits your picky eater. Koomiz is a friendly approach to medicine; it’s the loyal line of products that every dog owner needs.

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PROJECT

projec t koomiz KOOMIZ PET MEDICINE pe t medicine

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re-li-ance n. [ri-lahy-uhns] Confident or trustful dependence; confidence; something or someone relied on.

project Aero Store Design cl ass Package Design 4 instructor Michael Osborne objective If Target opened a store to compete with Crate & Barrel and Williams-Sonoma, what would this store look like? solution Aero is a modern, fresh store with a variety of house brands as well as a store brand. It’s a store as trustworthy and reliable as Target but offers a bit more luxury to the everyday life. Team members: Gina Chang, Caroline Saridewi and Molly Weber.

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REL IAN


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store br and The Aero store brand crosses all categories including performance products, housewares and home office. The Aero brand is modern and fresh yet timeless and dependable. Fresh, Reliable, Quality

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food A private label brand that provides quality gourmet ingredients and products. Gourmet, Consistent, Friendly

local goods A private label Aero endorsed brand that showcases regional specialties from across the country. Each region has a unique look and feel to reflect the unique characteristics of that area. Unique, Local, Homey

lifestages A private label brand that follows the consumer through the various stages of their life. Sophisticated, Modern, Upscale

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dog-ma n. [dawg-muh] An official system of principles or tenets concerning faith, morals, behavior, as of a church or other authority.

project The Foul Line Cause Promotion cl ass Print 1 instructor Max Spector objective Create an awareness piece to uncover a little-know subject to support a non-profit organization. solution The Foul Line is a collectible book that explores the magic, superstitions and myths that have always been closely related to the game of baseball. Superstitions and rituals are part of what make baseball such a fascinating and a unique sport. The Foul Line explores this side of the game and it’s relation to the sport through graphical interpretation of baseball magic.

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t the foul line c ause promotion PROJEC T KOOMIZ PETprojec MEDICINE

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trust n. [truhst] Reliance on the integrity, strength, ability, surety, etc, of a person or thing; confidence.

project Rite Aid Corporate Identity cl ass Identity 2 instructor Darrell Hayden objective Redesign the identity of an existing company and implement it across all applications and develop brand guidelines. solution Rite Aid’s values and goals are all tied to the brand promise of “With us it’s personal.” With the new branding, the old shield symbol that reflects the trust and safety of Rite Aid was updated to create the company a more modern look that will stand out from the competition. Each color section of the symbol stands for a section in the store making the shopping experience more clear and guides the customer throughout the store.

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TR US


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WITH US IT’S PERSON AL

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PERSON AL WITH US IT’S

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L A N O S R E IT’S P

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il-lu-mi-na-tion n. [ih-loo-muh-ney-shuhn] An act or instance of illuminating; a decoration of lights, usually colored lights; intellectual or spiritual enlightenment.

project Starwhite Paper Promotion cl ass Typography 3 instructor Ariel Grey objective Design promotional materials for an existing line of paper. solution Starwhite Papers’ white shades glisten like the snow of the north and colors print on the paper as bright as the Northern Lights on a night sky. The promotional package illuminates the qualities of Starwhite Papers through the use of dynamic typography and strong graphic elements. The contrast of magic and science that surrounds the phenomenon of the Aurora Borealis is explored in a book as well as a poster and a flip book swatch cards.

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sim-plc-i-t y n. [sim-plis-i-tee] Absence of luxury, pretentiousness, ornament, etc; Plainness; freedom from complexity, intricacy, or division into parts.

project Dark Blue Poetry Book cl ass Typography 2 instructor Jennifer Sterling objective Design a book using typography as the focus in creating mood and a story. solution At night creativity wakes up. Dark Blue is a book filled with poems about night. Using only one typeface in only one size and color, movement and feeling of the poems are explored through the use of typography only on the pages of the book.

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PORTFOLIO of SANNA LUUKKA


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There is an inn, a merr y old inn, beneath an old grey hill, And there they brew a beer so brown That the Man in the Moon himself came down, one night to drink his fill. The ostler has a tipsy cat that plays a five -stringed fiddle; And up and down he saws his bow Now squeaking high, now purring low, now sawing in the middle. The landlord keeps a little dog, that is mighty fond of jokes; When there’s good cheer among the guests, He cocks an ear at all the jests and laughs until he chokes. They also keep a hornéd cow, as proud as any queen; But music turns her head like ale, And makes her wave her tufted tail and dance upon the green. And O! the rows of silver dishes and the store of silver spoons! For Sunday there’s a special pair, And these they polish up with care on Saturday afternoons. The Man in the Moon was drinking deep, and the cat began to wail; A dish and a spoon on the table danced, The cow in the garden madly pranced and the little dog chased his tail. The Man in the Moon took another mug, and then rolled beneath his chair; And there he dozed and dreamed of ale, Till in the sky the stars were pale, and dawn was in the air. Then the ostler said to his tipsy cat: ‘The white horses of the Moon, They neigh and champ their silver bits; But their master’s been and drowned his wits, and the Sun’ll be rising soon!’ So the cat on the fiddle played hey- diddle - diddle, a jig that would wake the dead : He squeaked and sawed and quickened the tune, While the landlord shook the Man in the Moon: ‘It’s after three!’ he said. They rolled the Man slowly up the hill and bundled him into the Moon, While his horses galloped up in rear, And the cow came capering like a deer, and a dish ran up with the spoon. Now quicker the fiddle went deedle - dum - diddle; the dog began to roar, The cow and the horses stood on their heads; The guests all bounded from their beds and danced upon the floor. With a ping and a pang the fiddle -strings broke! the cow jumped over the Moon, And the little dog laughed to see such fun, And the Saturday dish went off at a run, with the silver Sunday spoon. The round Moon rolled behind the hill, as the Sun raised up her head. She hardly believed her fier y eyes; For though it was day, to her surprise, they all went back to bed!

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PRO

Pleasant it was, when woods were green,

And winds were soft and

low,

Where, the long drooping

To lie amid some sylvan scene,

boughs between

Shadows dark and sunlight sheen

come and go; sunlight from above

But the dark foliage inter weaves

unbroken roof of leaves,

His hoar y arms uplifted he,

broad leaves over me

Clapped their little hands in glee,

one continuous sound; The feelings of a dream,

As of innumerable wings,

As lapped in thought I used

And gaze into the summer sky,

soul of youth engage

Dreams that the

Ere Fancy has been quelled;

feel the freshness of the streams,

And,

Even in the city’s throng

Water the green land of dreams,

The holy land of song.

The Spring, clothed like a bride,

When nestling buds unfold their wings,

And bishop’s- caps have golden

Musing upon many things,

I sought the woodlands wide.

The green trees whispered low and mild,

It was a sound of joy!

They were my playmates when a child

And rocked me in their arms

Still they looked at me and smiled

And ever whispered, mild and low,

wood.

Solemn and silent ever y where!

Into the solemn

Nature with folded hands

Kneeling at her evening prayer!

stood.

Before me rose an avenue

Like one in prayer I Of tall and sombrous

Abroad their fan - like branches grew,

sunshine darted through a fast-falling shower,

And, where the

Spread a vapor soft and blue,

and sloping line.

In long

And, falling on my wear y brain,

Like

The dreams of youth came back again,

Low

lispings of the summer rain,

Dropping on the ripened grain,

once upon the flower.

As

Visions of childhood! Stay, O stay!

Ye were so sweet and wild!

And distant voices seemed to say,

cannot be! They pass away!

Other themes demand thy lay;

art no more a child!

It Thou

The land of Song within thee lies,

Watered by living springs;

The lids of Fancy’s sleepless eyes

Are

gates unto that Paradise;

Holy thoughts, like stars, arise,

Its

clouds are angels’ wings. shall be

Learn, that henceforth thy song

Not mountains capped with snow,

Nor forests sounding

like the sea,

Nor rivers flowing ceaselessly,

Where the woodlands

bend to see

The bending heavens below.

is a forest where the din river roars between,

And whosoever looks therein,

Then comes the fearful wintr y blast; Pallid lips say, ‘It is past!

Look, then, into thine heart, and write!

A mighty Sees

Sees not its depths, nor bounds.

Athwart the swinging branches cast, fall fast;

There

Of iron branches sounds!

the heavens all black with sin,

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Into the woodlands hoar

Into the blithe and breathing air,

seemed there, pines;

And beckoned solemnly and

O, I could not choose but go

;

As if I were a boy;

“Come, be a child once more!”

And waved their long arms to and fro, slow;

I

That, crossed by shades and sunny

Therefore, at Pentecost, which brings

so wild!

Tales that

And chronicles of Eld.

loving still these quaint old themes,

rings,

Old legends

Traditions of the saint and sage,

have the rime of age,

gleams,

Where the sailing clouds

Like ships upon the sea;

of the monkish page.

As, O’er

And dreams of that which cannot

Bright visions, came to me,

went by,

With

Faint the hollow murmur rings

meadow, lake, and stream. to lie,

And all the

A slumberous sound, a sound that

when a bell no longer swings, die,

The

Beneath some patriarchal tree

I lay upon the ground;

brings

No In one

Underneath whose sloping eaves

shadows hardly move.

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Alternate

Or where the denser grove receives

Soft rays of sunshine pour; Our hopes, like withered leaves, We can return no more!’ Yes, into Life’s deep stream!

All forms of sorrow and delight,

All solemn Voices of the Night,

That can soothe thee, or affright,

Be these henceforth thy theme.


OJECT 06

DARK BLUE POETRY BOOK

PROJECT

DARK BLUE POETRY BOOK

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c ategory identit y

i-den-ti-t y n. [ih-den-ti-tee] The state or fact of remaining the same one under varying aspects or conditions.

objective Design a company identity that represents them in a single icon. solution A great identity says more than a thousand words. It becomes the face of a company and when it’s well done, it stands the wear of time and establishes the it-factor that makes everyone remember it. This section is a collection of logo designs for various companies.

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AVO N

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AVO N

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POOCH IN THE HOOD

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POOCH IN THE HOO D

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c ategory acknowledgement s

kii-tos v. [kiih-tos] Thank you.

my family Thank you mom and dad for making it possible for me to make my dreams come true. Thank you for supporting me and being there for me even across the Atlantic Ocean through this mayhem. Thank you Marleena for being a great sister, bestfriend and roommate. Thank you Jesse for being the best fury-friend I could ever ask for. my friends Thank you Taylor, Mark, Eri, Victoria and all my other friends for the much needed distraction and helping me take a break from all the work and stress. my instructors Thank you for your support and being an inspiration. Thank you Mary Scott, Tom McNulty, Darrell Hayden, Michael Osborne and Jennie Hinchcliff; each of you have pushed me to become a better designer and inspired me to want to learn more. Thank you, because even with all the sisu I have, this would not have been possible without each of you.

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Sisu