Chris Di Alfredi Resume And Portfolio Sample November 2010
MariahShaltry_Portfolio
1.
2. Experience Design
The Problem:There are many resources for ceative people in the form of
craft stores, websites, and other resources but they are not streamlined
into one collective place.
The Solution: A community of creatives who share resources, ideas,
and inspiration through a host of touchpoints including an app, website,
events, and publication.
Finding supplies. Sharing ideas. Being inspired.
The idea behind theTrade Collective is that it will become a staple in the lives
of creatives.TheTrade Collective is not the end goal, but a helpful stepping-
stone in the creative process, bringing together resources, ideas, and people.
ingenuity
collaboration
inspiration
resourcefulness
encouragement
creativity
3. Advertisements
Advertisements play an important role in building theTrade Collective into a
community.They raise awareness of the brand and express the brand equity
in familar and visible places.
Website and Mobile App
The mobile app and website for theTrade Collective are good points of entry
for people who want to be a part of the community and easily find information
through a user centered, easily navigable interface.
Show &Tell Event
TheTrade Collective events, known as Show &Tell, are a chance for people to
engage in the Trade Collective community and interact with and learn from
other members in person.
The Collection Magazine
The Collection is an extension of theTrade Collective that can go with people
wherever they are, and continue to inspire and encourage them within the
context of vibrant imagery and extensive stories.
Each part of the Trade Collective is another connection point.
A point of inspiration. A point of collaboration. A point of creation.
attraction entry engagement extension
5. Staying Up-To-Date
Even theTrade Collective app welcomes members into a personalized
community atmosphere, providing them with up-to-date information
on magazine subscriptions, events nearby, and supplies they have
been looking for. The Collection Show & Tell My Profile Supplies Community
Extending the Brand
Through social media, communication with other members, and a
continued interest in creating, members of the collective become
ambassadors.TheTrade Collective brand is extended through this
advocacy and it continues to grow within communities.
Find supply and tool listings by
type of material category
Locate supplies and materials that
are nearest in the map view
View supply details and contact
info on individual material posts
6. M
erchandise
Inform
ation
D
em
onstration
B
ooth
2
D
em
onstration
B
ooth
1
Volunteer
Hub
Concessions
Entrance Entrance
EntranceEntrance
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2 7 . . . . . . . . . . . . . . . . . . . . . . . .
Jennifer B.Ryder H.
Lucille M.Priscilla G.Gregory H.Tim F.
Dan R.
Peter a.
Mathew
R.Mark J.
Luke P.
John S.
Mary L.
Martha S.
Rebecca P.Ruth S.
John R.
Paul K.
Maria E.
Fran H.
Emma C.
Peggy L.
Joel A.
Fred W.
Job T.
Margaret P.Orelia H.
BOOTH NUMBER
CRAFT
WITH
Show & Tell
Grand Rapids, MI
Merch
an
dise
Inform
ation
Dem
onstration
Booth
2
Dem
onstration
Booth
1
VolunteerHub
Concessions
Entrance
Entrance
Entrance
Entrance
1
2
3
4
5
678
16 15 14
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242322
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information booth
demonstration booths
merchandise booth
event booths
volunteer hub
ComingTogether
Show and tell is an opportunity for community members to embrace
each others’ creativity and to learn from one another in person. It’s also
a chance for theTrade Collective to become an integral part of the heart
and personality of the city.
Creative Collaboration
The Collection is a publication that combines user produced content
and other published works that present ideas and compilations that are
meant to instruct and inspire. Full of beautiful imagery and typography,
the magazine itself is a representation of creative collaboration.
Event Layout
7. Extending the Brand
Through social media, communication with other members, and a
continued interest in creating, members of the collective become
ambassadors.TheTrade Collective brand is extended through this
advocacy and it continues to grow within communities.
98
BRAND COMMUNICATIONBRAND STATEMENTS
Tone and Manner
Warm
Cozy
Inviting
Friendly
Encouraging
Inspiring
Relaxed
Brand Vision
A network of craft and DIY enthusiasts, buyers and sell-
ers who have a single source of inspiration, resources,
and creative community.
Brand Mission
The Trade Collective uses digital, print, and environ-
mental avenues of craft and DIY resources to inspire
and connect creative people and facilitate more simpli-
fied crafting experience.
Key Messages
Shared resources and inspiration furthers creativity.
One can express individuality while still being a part of
a larger community.
Beauty can be found in the ordinary.
Collaboration develops bigger and better ideas.
Brand Core Values
Ingenuity
Collaboration
Creativity
Inspiration
Resourcefulness
1312
LOGO
Primary Logo Usage
Secondary Logo Usage
Secondary Logo
7 Piece Circle
Each Trade Collective Color
represented
2 Brown Spaces
2 Green Spaces
1 Tan Space
1 Blue Space
1 Red Space
October
C O L L E C T IONOCT 2014 VOLUME II ISSUE 10
Primary Logo
Perfect Circle
Primary Trade Collective
Brown
On a cream substrate MAIN USE
The Trade Collective logo is
primarily used in brown on
a light background and can
be found on documents, web
applications, and on T shirts.
MAIN USE
The secondary logo is used
a wordless representation of
the Trade Collective brand. It
represents the primary sym-
bol and colors of the Trade
Collective.
PHOTO USE
Another use of the logo is
over a photo. When used in
this manner the Trade Collec-
tive logo is beige while the
background image is blurred.
PHOTO USE
Another way the secondary
logo is used is with one photo
split between the pieces of
the circle.
DOCUMENT USE
On documents and publica-
tions the logo will often be
used in conjunction with a
thick brown bar. Under this
circumstance, the logo will
be the same brown color, but
sit on a beige circle that is
slightly larger than the logo
itself.
ONE COLOR
On occasion the colored circle
will only represent one color
of the Trade Collective pallet,
in which case the largest
piece will be the main color
and the other pieces are 6
other shades of that color.
MULTIPLE PHOTO
When the circle is used in a
larger format (i.e. magazine
covers, spreads, etc.) each
piece can hold a separate
photo rather than pieces of
only one.
14
COLORS
TC GREEN
CMYK: 31 21 79 0
RGB: 185 180 91
#B9B45B
TC BLUE
CMYK: 81 41 52 17
CMYK: 68 29 39 2
CMYK: 58 20 27 0
CMYK: 46 16 21 0
CMYK: 34 12 16 0
CMYK: 23 8 10 0
CMYK: 11 4 5 0
TC RED
CMYK: 28 98 100 31
CMYK: 25 92 100 21
CMYK: 20 90 100 12
CMYK: 16 72 80 10
CMYK: 12 54 60 7
CMYK: 8 36 40 5
CMYK: 4 18 20 2
TC GREEN
CMYK: 47 40 100 16
CMYK: 38 30 88 4
CMYK: 31 21 79 0
CMYK: 25 17 63 0
CMYK: 18 12 47 0
CMYK: 12 8 31 0
CMYK: 6 4 15 0
TC TAN
CMYK: 29 31 42 0
CMYK: 21 21 31 0
CMYK: 12 14 23 0
CMYK: 9 11 18 0
CMYK: 7 8 13 0
CMYK: 4 5 9 0
CMYK: 2 2 4 0
TC BROWN
CMYK: 63 62 67 59
CMYK: 63 61 65 53
CMYK: 61 60 67 49
CMYK: 49 48 54 40
CMYK: 36 36 40 30
CMYK: 24 24 27 20
CMYK: 12 12 13 10
TC BROWN
CMYK: 61 60 67 49
RGB: 71 64 56
#474038
TC BLUE
CMYK: 58 20 27 0
RGB: 111 168 178
#6FA8B2
TC RED
CMYK: 20 90 100 12
RGB: 180 58 37
#B43A25
TC TAN
CMYK: 12 14 23 0
RGB: 223 211 193
#DFD3C1
Main Colors Secondary Shades
1716
IMAGERY
CONTENT
When photos are used in the Trade Collective identity, and are not
user generated and posted, they are to contain certain elements.
Each photo should represent some sort of craft or trade, material
that is involved in crafts or trades, and/or a people involved in a
craft or a trade. Photos used on magazine covers may also rep-
resent the current season of that month’s issue.
Photos
Photos are largely used in within the context of the Trade Collective circle logo. Generally, when the
logo is used in a large format, each piece of the mosaic holds a different photo; however, when the
logo is used in a smaller format the one photo is split into all the pieces. Otherwise, photos can be
used in a circular format or a mosaic rectangle format.
FILTER
The filter used over all Trade Collective issued images is TC Tan
(CMYK: 12 14 23 0) at a 40% transparency. All images should have
this filter overlaying it and should be a rather high contrast image
(or have the contrast increased).
STYLE
Photography style should include correct content, as well as high
contrast lighting. Photos should be fairly neutral but include colors
similar to those of the Trade Collective Identity. Each photo should
have its focus on a person or trade, and a shallow depth of field. Close
up and overhead shots work best for Trade Collective Content.
COLOR
Photos, while they are similar in their filter, should also be color
corrected to represent Trade Collective identity colors when pos-
sible. When photos in a set can represent at least one of the Trade
Collective colors the entire composition becomes more cohesive.
3332
DETAILS AND LAYOUT
Event Details
Each city will have multiple locations where Show & Tell events
will take place. During the warmer months, events will be held
outdoors in places such as large parks or plazas. During the
colder months, events will be held in venues such as convention
centers or arenas. Each Show & Tell will allow for 25-30 vendors,
two professional workshops, and an unspecified number of ven-
dor hosted demonstrations.
Vendors must sign up in advance by filling out the vendor form
on the Trade Collective website or app, and must be at the
event to sign in and get their t shirt, booth sign, and nametag.
Returning vendors will only recieve their booth sign each time
they host a booth at the event. Vendors may include, but are not
limited to, people who want to share skills and tools, teach others
about their trade, show things they have made, or want to sell
said items.
Event Cities
Atlanta, GA
Austin, TX
Baton Rouge, LA
Boston, MA
Charleston, SC
Chicago, IL
Denver, CO
Grand Rapids, MI
Houston, TX
Jacksonville, FL
Kansas City, MO
Madison, WI
Portland, OR
Raleigh, NC
Richmond, VA
Salt Lake City, UT
San Diego, CA
San Fransico, CA
Santa Fe, NM
Seattle, WA
Nashville, TN
New York, NY
Pheonix, AZ
Pittsburgh, PA
Sample Layout 1
VENDOR BOOTH WORKSHOP TENT SIGN IN TABLE
Standard Event Elements
The following will be provided by the Trade Collective at each
Show & Tell location:
Standard folding booths
Directories, Booth Signs, T-shirts, and Nametags for vendors
Additional T-shirts available for purchase
Two large tents where workshops will be located
Complete table and chair set up in workshop tent
Large sign-in table
Trade Collective employees to staff event
(work sign in table, assist with set-up, etc)
Event Variables
The following may change depending on event city:
Indoor and Outdoor locations
Event times
Directory
Layout of event
Number of vendors (based on venue size)
Advertising and wayfinding used
Sample Layout 2
3534
EVENT DELIVERABLES
Nametags and Buttons
Size: 3” x 1.75”
Name: TC Brown
Nexa Rust Script
32 pt
Symbol color corre-
sponding to role
Gotham Narrow, 9 pt
Role: Gotham Narrow
Bold, 11 pt
Rule line: TC Brown,
.25, 2.75”
Size: 2.5” Diameter
Booth Number:
TC Tan, 4” tall, Gotham Narrow Bold
Booth Signs
Size: 3 ft. x 1.5 ft
Booth Title: TC Red, 10” tall,
Nexa Rust Script
Name of Vendor: TC Red,
Gotham Narrow Book, 5” tall
Apparel
SIZES
S, M, L, XL
COLORS
TC Tan with multi color logo
TC Green with white ink
TC Blue with white ink
TC Red with white ink
MATERIAL
American Apparel Tri-Blend
Short Sleeve Tee
PRICES
First shirt is free for vendors
Additional shirts may be purchased
for $20 each from the sign-in table
SPECIFICATIONS
Screen printed and heat set
Machine Washable
Dryer safe
42
EDITIONS
IMAGERY
Each monthly publication will have a different
focus. Front cover images will correspond to bot
the month and the main topics in the issue.
AESTHETIC
Month to month the covers of The Collection wil
have the same structure, but the imagery will giv
completely different aesthetics representing wha
is inside the issue.
ORGANIZATION
Each issue will be identified by its month and ye
and also by its issue and volume number. The
issue number corresponds to the month (i.e. issu
10 represents October) while the volume numbe
corresponds to the year.
June
C O L L E C T IONJUN 2014 VOLUME II ISSUE 6
May
C O L L E C T IONMAY 2014 VOLUME II ISSUE 5
April
C O L L E C T IONAPR 2014 VOLUME II ISSUE 4
March
C O L L E C T IONMAR 2014 VOLUME II ISSUE 3
February
C O L L E C T IONFEB 2014 VOLUME II ISSUE 2
January
C O L L E C T IONJAN 2014 VOLUME II ISSUE 1
Sample CoversCover
Spreads
TYPOGRAPHY
October
C O L L E C T IONOCT 2014 VOLUME II ISSUE 10
Aximus di dolorum nes elicabo riantem
rerum est, omnimus, quia dolupta tis-
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quos apelesc
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volupta natium voloribus dolore volute
nihitatate quissimpos dolore rerio ven-
delit dolupta aut fugiae doluptatur?
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cae consequo et res rescilis everore di
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musam usciendem nonemporrum m
quatur aute rae nam eos exerio vitius
doluptia aut qui occust, conet exerias
nimende rferspe voluptia qui officit
atempor eperiam quibus et dissit amus
exeriatur?
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rum que vellessim sit, seque exerum ill-
abor ehendi offici sed mod eum volorro
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ratis ut aut quo iunde pa quia quiatus
ipsumqui ulpa namus apicidi orehenis
esti quamusdant dolectur aut volore-
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tiber untur? Borrorpos escid quam, au-
tatiae omnis explabor aritatiunt exerum
quibusandant velitatatur sam si.
The Tool Box
1
2
3
4
Inlaid Artwork
Filing Frets
Part of the Community
Luthier: Daniel Caylor
lu·thi·er /loodœr/: a maker of stringed instru-
ments such as violins or guitars.
Berspernatis ent a id maximus am illaborest quis ull-
uptaque eiuscim entibus qui ommos idus ariatquis
dolum volesto est eaquuntia eate siti res earciates eos et aut
inist modignis mo quamusda volores eum apelici atessum is
erum es sinvellitat hition nobit alit iumquist, sit fugitiasit, quia-
tus aeprorum quid ut parupis sitionectus, ne niam volupta
doles sum que sam nobit ex eic tent la et auda corest intiam
doles volutas sed moluptaque lacepudit eaquo cus dolupta
inum ipsunditatem apereped ma sitat illabor sum laceperiam,
volorec torepud igenis re nobitatis molor assimin ullam, simo-
diorit aut volores ediorem porecupta estrum venissus.
Odiciet rem. Ut quaspie nisquati denimusant eversped eic te
sim voluptate ommolup tatium, num estibus solo dolorrunt
este odiae velis eum iusdae solorec totatem ipsant fugia com-
moditias ra insequia doloriatur, sitam faccus
Nis vid moditatinus denisim intions equatus ipiet atibeat iae-
peli cimint magnihit volecab orehent volupiet es maionsequas
et, omniaero blaccat iumquidust, soluptas aut aut asiminis el-
lacia et iditius.
Aximodi tiisin prepe vollut pra volore parcium erior sinum
facidem soluptam adi inverro dolorem que cum ex eum
as percimi, sitiis ipsantotatem quo es dolorro eum nus esti
delluptiunt volupie ndicil enet vit pe reius eos explia iundistiu-
sae molor maximai onsent experum a nonet dolupta tusdae
doloreptae. Itatibus ex exped explant ionsed maiorep ersperc
imagnis re ditia nonsedit, cupta dolest, secae porporecum ea
volut magnate pa dolut que net quiandist verum quati in rati
debis aut volenda verum fuga. Sit ipsantibus, quodi offic tet
doluptatibus imilit debis mi, unt, nobis es eliquas perspel ma
neculpa rchicias qui niae parum inis que pre imi, te dundebit
omnis dolorument qui qui berfersperit ipsandant.
Dit aspici cus nus mi, offici officto tatur, quis plame ea quiaepta
diciam as aborum nonsequi nulloritis reculparum qui blam ut
oditatempori cupta velia doleceri occusam apidebis quis ver-
nat.
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sedipsam eos eumNam, verion nihic to eligendunt magni repel
ipsa sunt ut officil lendundis exerum fugit, occus volupta aut
ad quia dis repudandus, odi aut hiciis ate
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Title
50 pt
All Caps
Berkeley Oldstyle
Date | Volume No. | Issue No.
9 pt
Berkeley Oldstyle
October
C O L L E C T IONOCT 2014 VOLUME II ISSUE 10
October
C O L L E C T IONOCT 2014 VOLUME II ISSUE 10
Month
23 pt
Nexa Rust Script
October
C O L L E C T IONOCT 2014 VOLUME II ISSUE 10
Aximus di dolorum nes elicabo riantem
rerum est, omnimus, quia dolupta tis-
tior estio. Omnis sit, conecus ex excea
solesequam fugia essenim oluptatur
aut labo. Aquaese niendis essi omnis
verrorio earumet qui coreculpa volupta
quos apelesc
Ferum quid magnatur min nonsectat
plaut es eumet que nim quas magnatu
riaecta doloratum commodit aut dolo-
ritatur as pro dem fugia accus molore-
percia cusdae por sitat eos as
Ecatatius, id qui doloreiur as et fugitam
il exceped quatibus dipsundae ipid qui
audicientia sam consedi dolorep re-
hendu ciatibus estios quis exces raer-
rup icimperum que nimin est optat mo
volupta natium voloribus dolore volute
nihitatate quissimpos dolore rerio ven-
delit dolupta aut fugiae doluptatur?
Andusam quatus, totat officiende offi-
cae consequo et res rescilis everore di
reperuptae commodi di berum quo
Evelluptatia voluptam, illia volorit, cone
voluptia eicillacerro ea peritatiunte si-
musam usciendem nonemporrum m
quatur aute rae nam eos exerio vitius
doluptia aut qui occust, conet exerias
nimende rferspe voluptia qui officit
atempor eperiam quibus et dissit amus
exeriatur?
Ratum aut perferuntia sin pres accabo-
rum que vellessim sit, seque exerum ill-
abor ehendi offici sed mod eum volorro
rempost invendam re, ullam que
Ut volorpo resequatur, adis aditin co-
ratis ut aut quo iunde pa quia quiatus
ipsumqui ulpa namus apicidi orehenis
esti quamusdant dolectur aut volore-
rum am doluptati nus, int enim quis es-
tiber untur? Borrorpos escid quam, au-
tatiae omnis explabor aritatiunt exerum
quibusandant velitatatur sam si.
The Tool Box
1
2
3
4
Inlaid Artwork
Filing Frets
Part of the Community
Luthier: Daniel Caylor
lu·thi·er /loodœr/: a maker of stringed instru-
ments such as violins or guitars.
Berspernatis ent a id maximus am illaborest quis ull-
uptaque eiuscim entibus qui ommos idus ariatquis
dolum volesto est eaquuntia eate siti res earciates eos et aut
inist modignis mo quamusda volores eum apelici atessum is
erum es sinvellitat hition nobit alit iumquist, sit fugitiasit, quia-
tus aeprorum quid ut parupis sitionectus, ne niam volupta
doles sum que sam nobit ex eic tent la et auda corest intiam
doles volutas sed moluptaque lacepudit eaquo cus dolupta
inum ipsunditatem apereped ma sitat illabor sum laceperiam,
volorec torepud igenis re nobitatis molor assimin ullam, simo-
diorit aut volores ediorem porecupta estrum venissus.
Odiciet rem. Ut quaspie nisquati denimusant eversped eic te
sim voluptate ommolup tatium, num estibus solo dolorrunt
este odiae velis eum iusdae solorec totatem ipsant fugia com-
moditias ra insequia doloriatur, sitam faccus
Nis vid moditatinus denisim intions equatus ipiet atibeat iae-
peli cimint magnihit volecab orehent volupiet es maionsequas
et, omniaero blaccat iumquidust, soluptas aut aut asiminis el-
lacia et iditius.
Aximodi tiisin prepe vollut pra volore parcium erior sinum
facidem soluptam adi inverro dolorem que cum ex eum
as percimi, sitiis ipsantotatem quo es dolorro eum nus esti
delluptiunt volupie ndicil enet vit pe reius eos explia iundistiu-
sae molor maximai onsent experum a nonet dolupta tusdae
doloreptae. Itatibus ex exped explant ionsed maiorep ersperc
imagnis re ditia nonsedit, cupta dolest, secae porporecum ea
volut magnate pa dolut que net quiandist verum quati in rati
debis aut volenda verum fuga. Sit ipsantibus, quodi offic tet
doluptatibus imilit debis mi, unt, nobis es eliquas perspel ma
neculpa rchicias qui niae parum inis que pre imi, te dundebit
omnis dolorument qui qui berfersperit ipsandant.
Dit aspici cus nus mi, offici officto tatur, quis plame ea quiaepta
diciam as aborum nonsequi nulloritis reculparum qui blam ut
oditatempori cupta velia doleceri occusam apidebis quis ver-
nat.
Met, si tota sequi ut quam, sa et ali. Sum aut et exerspis non-
sedipsam eos eumNam, verion nihic to eligendunt magni repel
ipsa sunt ut officil lendundis exerum fugit, occus volupta aut
ad quia dis repudandus, odi aut hiciis ate
Nam coriate mi, ut pellaud ionserc hitae. Mi, seceatur, sin pore,
Drop Cap
35 pt
Nexa Rust Script
Aximus di dolorum nes elicabo riantem
rerum est, omnimus, quia dolupta tis-
tior estio. Omnis sit, conecus ex excea
solesequam fugia essenim oluptatur
aut labo. Aquaese niendis essi omnis
verrorio earumet qui coreculpa volupta
quos apelesc
Ferum quid magnatur min nonsectat
plaut es eumet que nim quas magnatu
riaecta doloratum commodit aut dolo-
ritatur as pro dem fugia accus molore-
percia cusdae por sitat eos as
Ecatatius, id qui doloreiur as et fugitam
il exceped quatibus dipsundae ipid qui
audicientia sam consedi dolorep re-
hendu ciatibus estios quis exces raer-
rup icimperum que nimin est optat mo
volupta natium voloribus dolore volute
nihitatate quissimpos dolore rerio ven-
delit dolupta aut fugiae doluptatur?
Andusam quatus, totat officiende offi-
cae consequo et res rescilis everore di
reperuptae commodi di berum quo
Evelluptatia voluptam, illia volorit, cone
voluptia eicillacerro ea peritatiunte si-
musam usciendem nonemporrum m
quatur aute rae nam eos exerio vitius
doluptia aut qui occust, conet exerias
nimende rferspe voluptia qui officit
atempor eperiam quibus et dissit amus
exeriatur?
Ratum aut perferuntia sin pres accabo-
rum que vellessim sit, seque exerum ill-
abor ehendi offici sed mod eum volorro
rempost invendam re, ullam que
Ut volorpo resequatur, adis aditin co-
ratis ut aut quo iunde pa quia quiatus
ipsumqui ulpa namus apicidi orehenis
esti quamusdant dolectur aut volore-
rum am doluptati nus, int enim quis es-
tiber untur? Borrorpos escid quam, au-
tatiae omnis explabor aritatiunt exerum
quibusandant velitatatur sam si.
The Tool Box
1
2
3
4
Inlaid Artwork
Filing Frets
Part of the Community
Luthier: Daniel Caylor
lu·thi·er /loodœr/: a maker of stringed instru-
ments such as violins or guitars.
Berspernatis ent a id maximus am illaborest quis ull-
uptaque eiuscim entibus qui ommos idus ariatquis
dolum volesto est eaquuntia eate siti res earciates eos et aut
inist modignis mo quamusda volores eum apelici atessum is
erum es sinvellitat hition nobit alit iumquist, sit fugitiasit, quia-
tus aeprorum quid ut parupis sitionectus, ne niam volupta
doles sum que sam nobit ex eic tent la et auda corest intiam
doles volutas sed moluptaque lacepudit eaquo cus dolupta
inum ipsunditatem apereped ma sitat illabor sum laceperiam,
volorec torepud igenis re nobitatis molor assimin ullam, simo-
diorit aut volores ediorem porecupta estrum venissus.
Odiciet rem. Ut quaspie nisquati denimusant eversped eic te
sim voluptate ommolup tatium, num estibus solo dolorrunt
este odiae velis eum iusdae solorec totatem ipsant fugia com-
moditias ra insequia doloriatur, sitam faccus
Nis vid moditatinus denisim intions equatus ipiet atibeat iae-
peli cimint magnihit volecab orehent volupiet es maionsequas
et, omniaero blaccat iumquidust, soluptas aut aut asiminis el-
lacia et iditius.
Aximodi tiisin prepe vollut pra volore parcium erior sinum
facidem soluptam adi inverro dolorem que cum ex eum
as percimi, sitiis ipsantotatem quo es dolorro eum nus esti
delluptiunt volupie ndicil enet vit pe reius eos explia iundistiu-
sae molor maximai onsent experum a nonet dolupta tusdae
doloreptae. Itatibus ex exped explant ionsed maiorep ersperc
imagnis re ditia nonsedit, cupta dolest, secae porporecum ea
volut magnate pa dolut que net quiandist verum quati in rati
debis aut volenda verum fuga. Sit ipsantibus, quodi offic tet
doluptatibus imilit debis mi, unt, nobis es eliquas perspel ma
neculpa rchicias qui niae parum inis que pre imi, te dundebit
omnis dolorument qui qui berfersperit ipsandant.
Dit aspici cus nus mi, offici officto tatur, quis plame ea quiaepta
diciam as aborum nonsequi nulloritis reculparum qui blam ut
oditatempori cupta velia doleceri occusam apidebis quis ver-
nat.
Met, si tota sequi ut quam, sa et ali. Sum aut et exerspis non-
sedipsam eos eumNam, verion nihic to eligendunt magni repel
ipsa sunt ut officil lendundis exerum fugit, occus volupta aut
ad quia dis repudandus, odi aut hiciis ate
Nam coriate mi, ut pellaud ionserc hitae. Mi, seceatur, sin pore,
Body Copy
7.5/9
Gotham Narrow Light
Aximus di dolorum nes elicabo riantem
rerum est, omnimus, quia dolupta tis-
tior estio. Omnis sit, conecus ex excea
solesequam fugia essenim oluptatur
aut labo. Aquaese niendis essi omnis
verrorio earumet qui coreculpa volupta
quos apelesc
Ferum quid magnatur min nonsectat
plaut es eumet que nim quas magnatu
riaecta doloratum commodit aut dolo-
ritatur as pro dem fugia accus molore-
percia cusdae por sitat eos as
Ecatatius, id qui doloreiur as et fugitam
il exceped quatibus dipsundae ipid qui
audicientia sam consedi dolorep re-
hendu ciatibus estios quis exces raer-
rup icimperum que nimin est optat mo
volupta natium voloribus dolore volute
nihitatate quissimpos dolore rerio ven-
delit dolupta aut fugiae doluptatur?
Andusam quatus, totat officiende offi-
cae consequo et res rescilis everore di
reperuptae commodi di berum quo
Evelluptatia voluptam, illia volorit, cone
voluptia eicillacerro ea peritatiunte si-
musam usciendem nonemporrum m
quatur aute rae nam eos exerio vitius
doluptia aut qui occust, conet exerias
nimende rferspe voluptia qui officit
atempor eperiam quibus et dissit amus
exeriatur?
Ratum aut perferuntia sin pres accabo-
rum que vellessim sit, seque exerum ill-
abor ehendi offici sed mod eum volorro
rempost invendam re, ullam que
Ut volorpo resequatur, adis aditin co-
ratis ut aut quo iunde pa quia quiatus
ipsumqui ulpa namus apicidi orehenis
esti quamusdant dolectur aut volore-
rum am doluptati nus, int enim quis es-
tiber untur? Borrorpos escid quam, au-
tatiae omnis explabor aritatiunt exerum
quibusandant velitatatur sam si.
The Tool Box
1
2
3
4
Inlaid Artwork
Filing Frets
Part of the Community
Luthier: Daniel Caylor
lu·thi·er /loodœr/: a maker of stringed instru-
ments such as violins or guitars.
Berspernatis ent a id maximus am illaborest quis ull-
uptaque eiuscim entibus qui ommos idus ariatquis
dolum volesto est eaquuntia eate siti res earciates eos et aut
inist modignis mo quamusda volores eum apelici atessum is
erum es sinvellitat hition nobit alit iumquist, sit fugitiasit, quia-
tus aeprorum quid ut parupis sitionectus, ne niam volupta
doles sum que sam nobit ex eic tent la et auda corest intiam
doles volutas sed moluptaque lacepudit eaquo cus dolupta
inum ipsunditatem apereped ma sitat illabor sum laceperiam,
volorec torepud igenis re nobitatis molor assimin ullam, simo-
diorit aut volores ediorem porecupta estrum venissus.
Odiciet rem. Ut quaspie nisquati denimusant eversped eic te
sim voluptate ommolup tatium, num estibus solo dolorrunt
este odiae velis eum iusdae solorec totatem ipsant fugia com-
moditias ra insequia doloriatur, sitam faccus
Nis vid moditatinus denisim intions equatus ipiet atibeat iae-
peli cimint magnihit volecab orehent volupiet es maionsequas
et, omniaero blaccat iumquidust, soluptas aut aut asiminis el-
lacia et iditius.
Aximodi tiisin prepe vollut pra volore parcium erior sinum
facidem soluptam adi inverro dolorem que cum ex eum
as percimi, sitiis ipsantotatem quo es dolorro eum nus esti
delluptiunt volupie ndicil enet vit pe reius eos explia iundistiu-
sae molor maximai onsent experum a nonet dolupta tusdae
doloreptae. Itatibus ex exped explant ionsed maiorep ersperc
imagnis re ditia nonsedit, cupta dolest, secae porporecum ea
volut magnate pa dolut que net quiandist verum quati in rati
debis aut volenda verum fuga. Sit ipsantibus, quodi offic tet
doluptatibus imilit debis mi, unt, nobis es eliquas perspel ma
neculpa rchicias qui niae parum inis que pre imi, te dundebit
omnis dolorument qui qui berfersperit ipsandant.
Dit aspici cus nus mi, offici officto tatur, quis plame ea quiaepta
diciam as aborum nonsequi nulloritis reculparum qui blam ut
oditatempori cupta velia doleceri occusam apidebis quis ver-
nat.
Met, si tota sequi ut quam, sa et ali. Sum aut et exerspis non-
sedipsam eos eumNam, verion nihic to eligendunt magni repel
ipsa sunt ut officil lendundis exerum fugit, occus volupta aut
ad quia dis repudandus, odi aut hiciis ate
Nam coriate mi, ut pellaud ionserc hitae. Mi, seceatur, sin pore,
Article Titles
20 pt
Berkeley Oldstyle
8. Product Line Packaging
The Problem:To keep up with other competitors, Proctor & Gamble
should be marketing a green, family-friendly, earth-friendly product line,
but does not have such a line currently on the market.
The Solution: With simplicity at the forefront, Simply answers the call
of a friendly, aromatic product with a system of three scents and few
ingredients. Each product of Simply is bright, light, and friendly.
The Bright Side of Nature
Simply uses a bright, but natural, color pallet and shapes that compliment its con-
nection to flora and fauna. Without greenwashing, the brand lets people know it’s
all about authenticity and being conscious of the environment – inside and outside
of the home.
9. Simply Aesthetics
The jars and bottles that hold Simply products are something people will want to
have in their homes. Without looking like harsh, chemical ridden products, they are
Simply clean, something that will not be worthy of being left under the kitchen sink.
The More the Merrier
Simply bottles look even better as a group. Indicating the scent to which they
belong, and creating an array of patterns and icons, each product has it’s own look
that belongs just as well in any combination.
Caring is simply an act of consideration.
Simply considers the environment, inside and outside your house.
10. Understand the Brand
The Simply website helps users navigate the ingredients, uses, and types of
products available. All about authenticity, Simply uses infographics, social media,
and email campaigns to gain the trust and following of it’s consumers.
11. Brand Restaging
Problem: Burpee seeds have a rich history going back to 1897, and a rich his-
tory of design and branding to accompany it; however, in its branding Burpee
has lost its nostalgic, authentic quality.
Solution: To bring the brand back into a state of reverence for natures beauty
and respect for vintage design, the new look of Burpee recalls beautiful illus-
trative quality, and pairs it with the aesthetic of the “DIY movement”.
Rich in History
The idea behind the new look of Burpee is reliant on authenticity. With illustrated im-
ages, tactile textures, and handmade aesthetics, Burpee is now more real and personal,
with a goal of looking back and appreciated 150 years of business.
b u r p e e
2016
b u r p e
2016
12. Indications
Each plant belongs to a separate category, whether it be vegetable, heirloom, perennial,
annual, herb, or fruit. Each category has its own color and symbol. Finding the right plants
easily and quickly in a sea of seed packets becomes easier with this information system.
Small Packet. Big Impact.
To keep track of so many different types of seeds, the Burpee packaging indicates catego-
ries and specs using a simple and easy-to-understand system. Each package is unique, but
carries the Burpee brand and emblem proudly.
perrenials
perrenials
vegetables
vegetables
fruits
fruits
heirlooms
heirlooms
herbs
herbs
flowers
flowers
13. Classic Catalog
As far as catalogs go, Burpee’s is a staple in the gardening community. While represent-
ing a wealth of information, it also seeks to protect the integrity of the catalog tradition,
combining the beauty of the plants themselves, with the beauty of easily read type.
burpeeshop supplies
shop supplies
catalog garden help sign in
garden
supplies
seeds
& plants
garden
accessories
New
for
2015
discover over 100 exciting introductions
including the featured ‘cupcake’ summer squash. Shop now and prepare for a great summer of growing.
Click Here to shop the 2015 upcoming collection.
BURPEE
HISTORY
ABOUT
BURPEE
BURPEE
PRODUCTS
Seed Finder
The Burpee website contains a lot of information and is an important aspect of the brand,
so it must be navigable. Using the same methods as the packaging, Burpee directs users
quickly and easily right to what they are looking for: seeds.
14. Campaign Design
Problem: The Detroit public schools are lacking in funding and support, and
drop out rates are higher than ever before.
Solution: UPartner creates partnerships between the Detroit public schools
and Michigan Universities to provide resources to public schools, and pre-
pared students to universities.
Detroit Public
Schools
Michigan Colleges
& Universities
+ =
Partnering for the Future
UPartner is meant to facilitate symbiotic relationships between universities and public
schools. Universities sponsor individual high schools, middle schools, and even primary
schools, and provide materials, tutors, and a vision.
15. Telling the Story
The UPartner website is designed to take users through a story.The story is one of
tragedy and triumph, and seeks to give Detroit public schools the support and hope
they need to educate self-aware, future-seeking students.
ABOUT upartner graphic
students ready
for college
students &
colleges
overview
options importance
More info
social media
upartner
description
Mission
& Vision
DPS overall
targeted
students
feature
benefit
feature
benefit
feature
benefit
colleges &
universities
Parents &
teachers
The
Community
other schools what could be
STATS
PEOPLE
FEATURES &
BENEFITS
CALL TO
ACTION
17. Non-Profit Event Design
Problem: The Grand Rapids Student Advancement Foundation hosts a
fundraising event every year, which requires an appealing set of deliverables
including anything from print pieces to environmentals.
Solution: I’M IN is an inclusive and unique theme for MindShare 2015 that
visually encompasses the ideals of SAF, the needs of the public schools, and
the involvement of the community.
I’M
IN
I’M INterested…
MindShare 2015 is all about creating personal connections using nostalgia
and relatable imagery.The concept behind I’M IN is a fill-in-the-blank state-
ment, allowing guests to insert their own words and stories into the event.
I’M
IN
18. Patterns of Impact
The patterns seen throughout MindShare 2015 represent the 5 impact areas
of SAF, as well as a collection of icons that symbolize educational experiences
that everyone can connect to.
environmental physical math & science literacy arts
20. Environmentals
Signage and window clings help carry guests to the ballroom where Mind-
Share is held. Each piece represents the SAF impact areas, and is placed along
a path, drawing people right to the event.
21. table numbersnametags
Print Pieces
Each piece for MindShare is meant to form a sort of path. As the pieces follow
one another, they create connections and work together to reveal the story
of MindShare, and how to be a part of it.The story is told from the very first
Save the Date, and then throughout the event itself.
table tents pledgecard & program
22. L A C E
Sub-Brand Packaging
Problem: Francesca’s is lacking in a unique and memorable scent that would
give the boutique a leg up as a high-end name in retail. Although the boutique
has fragrances, it does not have a signature.
Solution: Lace provides Francesca’s with a sophisticated option for young
women on a middle-class budget, creating loyalty to the boutique itself.
Beauty for the Senses
The packaging is the draw to the perfume.The box itself is a work of art, worthy of being
proudly displayed in ones home, whether it be on a dresser of bookshelf.The scent itself
is underwhelming and light, as represented by the lace of the box.
23. New Packaging
Lace, compared to other perfume, stands out a lot on a display, and creates a beatiful
piece to display proudly on a nigtstand rather than be put away into a cupboard.
Existing Packaging
Francesca’s is a boutique that hosts very current fashion and trends, but tends to be on the
more feminine side.When it comes to toiletrie products, however, it is lacking in curent style.
berkeley all caps
lace illustration
