While freelancing at Deutsch NY, I had the great opportunity of collaborating with their extremely talented creatives to design the holiday promotional material. With an unusual concept of a blackletter holiday ornament in mind, each snowflake was drawn with a broad nib calligraphy pen. The greatest challenge was getting the hexagonal points to line up organically. The end product was a laser-cut white acrylic snowflake in a custom wooden box, as well as a website.
Design Director: Juan Carlos Pagan
Senior Designer: Brian Gartside
René Redzepi is a star chef and co-owner of the famous restaurant Noma in Copenhagen, Denmark. This poster was made for the event Library Presents, in Apple Headquarters, where he came to talk about his methodology in creating dishes. The poster was inspired by his speciality in fish dishes and his signature style of utilizing cooking ingredients that were foraged from the earth and forest. All the greenery was photographed in a fish shape after being collected from the gardens around Apple Headquarters.
Art Director: Aled Williams
Vercesi Hardware is a small mom-and-pop style hardware store that has a century long history. It changed its name to 23rd Street Hardware Store in recent years, but the owner is still the same. This identity was made in an effort to revive the old name and history of the store. The wood type was individually scanned in and set in the characteristics of early 1900s ephemera. The business card features a mini calendar on the back, which was a common practice in the era.
The Endless Travel Log
The Endless Travel Log is a collaboration project with Bruce Viemeister, for documenting our travels throughout the U.S.(for now!). We each interpret characteristics of the location that we visit into a 4x6 postcard. The official website is still under construction, but we are hoping to launch it very soon. This page will be updated periodically.
Sonsu Theatrical Posters
Since the summer of 2010, Sonsu Theatre Company has been a constant client, commissioning a poster or two per year. The two posters showcased here have been highlighted as favorites(or most hated) by the audience.
DURU VILLAGE POSTER
Duru Villiage is a story is about individuals that cannot agree on each other's point of view. However as the plot goes on, they start to understand each other and realize that they share the same core values. Taking the cue from that thought, the poster was concerted with the idea that a lot of typefaces would be overlapping but the words would still be recognizable. The overlapping typefaces represent all the different characters and views that are in the show, and green and blue represent the traits of the main two characters.
FIRST RATE HUMAN
In The First-Rate Human, the main storyline tells the story of a family that goes to the extreme, even selling body parts of the father to further the career and social status of their son. The promotional items were designed for a dramatic effect on the viewer. After the posters were distributed, they had explosive responses, both outrage and enthusiasm(including calling up magazines that the poster had run in to threaten to unsubscribe).
Disons(working name) is a bold and lively display typeface designed to have a playful nature as well as an assertive attitude in large scale.
It was inspired by a specimen from Constantin in 1834, but has since been redrawn to have a more refined, modern atmosphere. Taking cues from the playful friendliness of the French source material, but still also giving a tip of the hat to Bodoni, it is meant to be a wilder, playful younger brother of sorts. It is meant to be used in large applications, such mastheads and large-scale environmental design, where it can catch the eye for its assertive but playful nature.
Other weights are still in the works, and this page will continue to be updated.
Game of Thrones
A self-promotional short promo/teaser video for the HBO series Game of Thrones. Game of Thrones is a fantasy tv series that is about several noble houses fighting in a civil war against each other. Each of these noble houses have an animal for their symbol. This TV promo, made for season 3, gives a little teaser about the upcoming season using the animal symbols of the 5 main noble houses(Wolf for Stark, Lion for Lannister, Stag for Baratheon, Rose for Tyrell, and Dragon for Targaryen).
Game of Thrones Promo
Bobbi Brown, the founder and leader of the cosmetics company, is always inspired by modern women in the workplace, and the natural skin and lip colors they have. Taking cue from Bobbi, the re branding was centered on the image of modern elegance and boldness. The two bold ‘B’s of Bobbi Brown was intertwined together to crate a monogram. Reduced to a smaller size, it almost looks like a gift box, which is perfect for a cosmetics brand. The packaging was designed with the same idea, and a color ribbon sticker was added to each package to indicate the color.
Greeting Card Series
A series of letterpress cards that were made for a self-promotional project. Hand-pressed with love in Brooklyn.
Mermaid Inn calls themselves the casually sophisticated urban fish shack of the East Village, and rightfully so. This self-promotional concept for the identity was envisioned while thinking about the beach - how many people write names of themselves and loved ones by writing on sand or arranging pebbles. With this idea, the logo was decided to be made with pebbles on black sand, as many black sand beaches around the world. In addition to the logo, the coaster features a M made in pebbles for Mermaid inn, and the check presenter also has black sand in it with seashells. The check presenter was intended to be a message in a bottle. When presented to the customers, the check goes in a clip underneath the cork, and the lid can be used to hold cash and cards.
La Sera Wine
La Sera wine series has three labels - il cielo(the sky), il sogno (the dream), and il faló (the bonfire). In order to group all these seemingly unrelated themes into a series, it was decided that each of the labels would feature a girl with the corresponding elements of the theme. The imagery was initially sourced from copyright-free old time vignettes, then digitally collaged. The hopes were that the visually appealing images would make the bottles each have a personality that would catch the eyes of consumers.
This project was to design marketing icons and logos showcased in the Apple Worldwide Developers Conference Keynote Presentation. Often shortened as WWDC, it is an annual event that Apple, Inc. holds for developers. During this time, Apple showcases its new technology and software for the public. For 2014, the highlight of the Keynote presentation was the functionality of the new iOS for mobile and OS for Mac. The icons needed to be designed for all different sizes, since they would be presented large for the conference Keynote, but it would also be scaled down to a much smaller size for the website. The icons were designed to be in line with previous Apple icons to present a continuous design voice for the company, but also to be iconic so they could stand out on its own.
A back-to-school themed window display, this window features papers shaped into a tree of education, coming out of Apple products. This window display was designed for Apple Stores worldwide in the summer of 2014. There are more than 200 Apple retail stores throughout the world, and making a window display for all of them is no easy task. Since production takes quite a few months in advance, there is usually no brief that has been made for the products that are to be on display. In a way it is liberating to be as creative as you can with the design; on the flip side, it is very easy to get lost. After weeks of concepting, the final design was settled to feature a back-to-school window display. Inspired by the possibilities of the iPad Air and Macbook Air, many mac screenshots and sketches were shaped as individual sheets of paper to form a tree of education sprouting from the screen of the device.
Client: Apple Inc.
Creative Director: Jean-Marc Gady
Senior Art Director: Dan Hamaguchi
Senior Designer: Stephen Yustiono
La Vie Boheme
La Vie Boheme is a song with lyrics written by Jonathan Larson in the musical Rent. The song is about bohemianism, and the type of people that lived in the alphabet city of Manhattan in the 1980s. It lists a lot of the ideas and trends of the time. To best celebrate the energetic, enthusiastic lyrics, this self-promotional book was created with corresponding photography and various weights of the typeface United. The final book was printed on 32lb Milkweed paper and bound in accordion style. The book was exhibited in the 2012 ADC show.
The characters of Rent want to be a completely free soul but are not able to because of all the complications real life brings them. Therefore all the spreads in the book were meant to be expressive, but still contained with rules. The typography, using the entire United family, was meant to be very diverse and loud, yet still kept in a tight box form.
Photography Credits Laura Levine Oliver Zahm Mary Ellen Mark Nan Goldin