Off the Hook Fishing Co, a marketing and packaging distributor company, cares deeply about connecting consumers with the story behind their fish. Everybody has a great fishing story and Off the Hook Fishing Co. adores all the unusual ways people catch and eat fish. From father and son boating trips to 15 men on a giant ship with expensive gear, our fisherman care about where their fish end up and our consumers care about the story behind their fish. Younger audiences show a propensity to make a connection with their food and move away from mass production or mass farming. Off the Hook Fishing Co. aims to connect the two groups through packaging, a marketing app, and a market space with displays that encourage lingering.
I developed an app to help people find fish markets in their area, as well as learn more about what's in season and search by fish. I created sustainable packaging from coated cardboard, to allow our fisherman a means to sell their unusual fish, and each package carries along its own story. I also designed the space for this market to sell along with an interactive display for consumers to find and submit fishing stories in their area by choosing a body of water in any state.
Bare Knuckle, a gentlemen’s soap company, is based on Cooper Motor's building. It has a variety pack with three soaps ready to back a man's lifestyle up. The textures on the soaps are derived from Cooper Motor Inc. various surfaces, from smooth metal seen in the lightweight to rusted door seen in the middleweight and to jagged pebbled concrete seen in the heavyweight.
The black soap, heavy weight, a hard textured soap with ragged edges to uppercut any grease or dirt stains for any man working in the garage on his 1967 Chevy Impala.
Next the red soap, a middle weight, a rough but rejuvenative soap for a shower that packs a punch to the daily stank from mantivies.
Then a white smooth soap, the light weight, a soft hand soap for man's kitchen to knockout daily germs.
Young and middle-aged male urbanites are the target audience. These men are characterized by thick and well-groomed beards, heavily styled haircuts, and clothing that leans towards ruggedness.
Bare Knuckle speaks to the rough men out there that are on getting their hands dirty, so we can focus on getting their hands clean. After all, cleanliness is next to manliness.
I collaborated with designer, Ariana Shank, to make paper cool again. Working along side Mohawk Paper Company, we wanted to make people realize the power of feeling physical objects. We aimed to show the importance of disconnecting from technology and connecting to the physical world. We wanted to connect to everyday people to inspire them to buy their loved ones holidays cards and things made with an actual physical richness as well as inspire creatives to create those wonderfully tactile items for the holiday season.
Our idea was to show the tactile aspect of paper by making a video of a Christmas card while it travels from one person in San Francisco to another person in New York City. The video is stop motion and full of actual objects. The objects are ranging from vintage to modern to give a broad sense of the importance of stuff as opposed to pictures of stuff on a screen. We wanted to tap into all five senses. The smell of peppermint hot cocoa. The brightness of shiny tinsel. The taste of a tart candycanes. The sounds of jingle bells. The feeling of getting poked by the prickly Christmas tree ornaments as you begin decorating. The five senses will reconnect the audience to objects, especially paper.
After sending it to them via their social media platforms, Mohawk Paper featured our video and our interview on their blog Felt and Wire. It was an amazing experience to be honored by the company we created the video for. It was so incredibly satisfying to put our hard work into this project to then get recognition from the company itself! Please check out the blog post here.
I designed the event branding for the Cardio Center's 2016 Winter 100. The winter long event has members working to collect all the miles needed to get benefits, such as a free t shirt of the event and mug! The collateral included a poster, handout, scorecard, and t-shirt as well as social media banners, pictures, and TV slides.
The concept was to emphasize a winter theme and show the challenge. Cardio center members can track their miles on the cardio equipment with the scorecard. The members embark on a mission to earn all the miles to get two free prizes. This led me to want the design to include a winter challenge; two winter mountains. The "Winter 100" type has its own logo to allow for easy applications to t-shirts, coupons, or prizes for the event while still emphasizing the mountains as the challenge.
The event resulted in 100 more people signed up and 50 more people completed the challenge, when compared to last year's event.
The challenge was to design a brand identity and collateral for a beverage company based off of a town. The town I researched was Walker, Minnesota, which hosts the world's only and largest Eelpout Festival. This festival is hosted by the town in below freezing temperatures to celebrate the bottom dwelling fish. The event includes catching eelpout with bare hands, a polar plunge into freezing water, a frozen wet t-shirt contest, black tie dinner, and a kiss-the-eel contest.
I chose to focus on the festival for the inspiration of the beer. The town's people could brew the beer leading up to the event and sell it at a discount when people complete contest that day. The alcoholic beverage would be the drink incarnation of the event, telling the story of the eelpout festival and carrying on all the traditions. The brand aims to attach itself to the fun activities and bring the town together in the making of it and the selling of it.
This was a collaborative research project with another designer. I researched an individual by way of interviews and visual research and to give that package to a designer so a personal brand could be created and implemented. I researched Katie Kovach, a young aspiring senior caregiver, and handed the research package to a fellow designer, Ariana Shank. Ariana researched Lindsay Larson, a yoga enthusiast with a knack for finding eco-friendly lifestyle choices and a health nut, who I created a personal brand for. The brand I created emphasized adventure and purpose. Lindsay is all about buying products that are local/fair trade, and reducing her negative impact on the environment. She is also excited by healthy foods and loves to teach yoga. She is becoming more and more the change she wants to see in the world. The logo mark works in many ways, sometimes as a flower, seed, yoga pose, or a leaf. It is designed after the Aspen Leaf, which is a symbol for transformation. The logo is also playing off the two sides of her, with the grid showing her thoughtful, intelligent side, and the empty part showing her capacity to continue to grow into this lifestyle.
I created a website for her as well, where she can start to write about her lifestyle choices and create "Lindsayisms" as hashtags and ways to influence others to change. Other elements created are a way of transportation and additional promotional pieces, such as a seed packet to be a leave behind.
For 31 days, I challenged myself to create a pattern each day. I aim interested in how shapes and colors interact when repeated in a pattern, both hand drawn and illustrative. I am also working to improve my illustration skills through these side projects.
I created a brand for the internal signage of the Cardio Center, which would create consistent and credible marketing system for the center to inform its members about rules and procedures. This included collecting all the previous signage, which ranged from over 75 hand written notes by employees, typed documents, and language in the center that had no sign. I worked with the client and marketing specialist to create a look and feel unique to the Cardio Center.
The blue color was chosen from the brand style guide to make each sign immediately recognizable as the Cardio Center's voice. Each of the signs tell cardio center members of important information regarding equipment and procedures. I presented the client with three options for the design look and the "chalkboard-esque" style was chosen. It provides an engaging and trendier vibe to the members. The different font choices act as inflections from the Cardio Center's voice when informing members. The icons help paint a visual for the text. The new signage has helped members learn more about different parts of the workout center and better follow procedures.
As a side project, I decided to listen to a couple of my favorite bands and work to make a gig poster for a stop along their tours.
For the Arcade Fire poster, I wanted to emphasize their dark subject matter. Their lyrics often talk about life and death on top of their mysterious and moody subject matters. Crows are a symbol for these topics. I decided to have one in a blue tone and a smaller one in contrasting tone to highlight the dynamic themes in their music. Their rhythms have a vibrating pattern to them so I created an underneath pattern of circles to hint at that. The type, in its own way, does a similar thing.
For the Tokyo Police Club poster, I decided to concentrate on the poppy music and vibrant feel of the band by making an in depth skyline of Madison. Since the band chose to name itself after Tokyo, Japan I wanted to include the giant red sun often seen in Japanese print posters.
I created an exhibition about the racial inclusivity (and lack of it) in the advertising in the 1970s. The exhibition showcases real tv ads, print ads, and radio ads from corporations like Coca Cola, McDonalds, Mountain Dew, and Newports in a time when white people were the primary demographic depicted. It connects to a greater theme of racial tensions then and now. It reminds us how social change movements can impact the media and how advertising can showcase the differences that make us change our mind.