From concept boards, to art examples, to presenting to a board of over 50 people I art directed this homecoming campaign from start to finish. When it came time to get students and faculty together for images I worked with a marketing director at CMU and a professional photogrpaher. I art directed stances, expressions, and lighting. Once receiving photos and after creating a design kit I worked with a team of three others to put together over 100 collateral items to be utilized across campus.
The purpose of this project was to be involved in all design aspects of a product design. Therefore, I created this fictional product, Lumane, and researched the market that this product would be competing in to best inform me on my design choices and how to compete utilizing those designs. Lumane is catered to urban, college educated, environmentally aware women in their early 20s. Every aspect on the product serves a purpose.
By utilizing different color hierarchies on each product, creating a personal connection with hand done elements, and reinforcing the theme and concept of lightness, prioritizing well made and beneficial ingredients and paying attention to all detail, Lumane creates a professional product that can compete with its competitors on all levels, work in the physical space of a store, target its specific demographic, all while maintaining a unique brand. Lumane’s ideals, concepts are themes are carried throughout every aspect, inside and out of its product.
That is the new marketing kit for Peachfork Orchards and Vineyards. With a bright and natural color scheme, a modernized but personal logo, and reinforcing that Peachfork prioritizes their relationships with customers and companies, this new marketing kit presents Peachfork as personal yet professional. I hope you like my new marketing kit for Peachfork Orchards and Vineyards.
The trade show booth is made from affordable materials, since Peachfork is not a large company I recognized that budgets would be put into play, and designed the booth in a way that would be personal, feel natural, utilize materials that Peachfork might already have or would be affordable, and be inviting for people to come into and interact with. The goal of this booth is for people to walk in and feel like they are amongst friends, so they feel welcome to stay but create movement for people to come and go. These images were rendered in Adobe Dimension to create a visual representation of how all of the aspects where going to work together and how customers would go through the booth.
The marketing kit includes a trade show booth layout, sales sheet, E-blast, Take away, and free give aways.
The initial logo is in this American Traditional Tatoo style and although it had lots of personality it was not functional enough to act as a substantial logo because it had too much detail, was not scalable, and not versatile. I took the personal and classic feel of this logo and simplified the ideas and concepts of Peachfork into what you see here. This logo is inspired by the main product of Peachfork: the wine. The branch in the wine bottle silhouette is based off of a peach tree branch and has 7 limbs, the same amount of wine that Peachfork offers. It is in an illustration style that maintains a personal aspect to the modern wine bottle. The typeface used in this logo is a modified wood type face, which maintains that personal and traditional feeling while having a modernized logo that can compete better with other orchards and vineyards. The word Peachfork and the bottle graphic can be separated and used in other marketing materials to reinforce brand voice. This new logo keeps that voice of a family run business and strays away from a corporate look but is able to compete with larger companies.
Please reference the video below if you want to dive more into the story behind each piece of collateral and here the intention behind everything included. Enjoy!
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