CONSCIOUS. CONSISTENT . CAFFEINE-DRIVEN TM Annual Report 2008 “To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and even amuse.” FREELANCE creative director
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CONSCIOUS. CONSISTENT. CAFFEINE-DRIVENTM
Annual Report 2008
“To design is much more than simply to assemble, to order, or even to edit;
it is to add value and meaning, to illuminate, to simplify, to clarify,
to modify, to dignify, to dramatize, to persuade, and even amuse.”
FREELANCE creative director
celebrating 30 years of creative excellence.
creative consultant in concept and strategy.
Former creative director.
20 years experience in the business of printing.
12 years experience in information architecture.
retail packaging expert.
BASEBALL COACH and dad.
gene’s last name is The russian-language word
meaning colorful or painted.
Who am I?
For over thirty years, I’ve been asking the same question of myself – with
no answers. Well...maybe an answer here and there. Like...I love to design –
for any one or any company or any organization – accomplishing projects
properly and having a lot of fun along the way. And...I’ll always take you
with me (even if you decide to kick and scream).
I also listen (just imagine!). And dialogue. And pride myself on the ability
to impart intangible or abstract concepts in a manner which is easily
accessible by your intended audiences.
I also love to write. What did Mark Twain say about words? Oh yeah, “The
difference between the right word and the almost right word is the difference
between lightning and lightning bug.” So clever...and so right.
So, what’s my position on creativity? It resides in the eloquent quote on the
cover, by Paul Rand, and it says it all: design (and content) must add value
and meaning.
Now, if you don’t know who Paul Rand was, or why I’m quoting him, the
next time you see the UPS, ABC or IBM brands, you’ll know. Mr. Rand was
a Professor of Design at Yale, an author, loved graphic design like no other,
and got the best three-letter clients in the business. R.I.P.
But – I’ve always had great clients, too – even though only a small portion of
those clients are represented in this 2008 Annual Report. I am grateful to
them, and all the clients I’ve ever guided and served, for allowing me to
open doors to new viewpoints and new ideas.
What have I done?!
Product Packaging
Brain TonIQ – The smart antidote to Brain Fog.TM
Branding & Identity
To all the examples, we applied our proven, all-in-one,
nutrient-based, brand-revitalization product, This Old Brand.TM
Details on This Old Brand can be found on the last page.
Trade Show Exhibit
UNAVCO – The largest scientific non-profit.
The Web World
Center for Customer Focus – Business Education
EarthScope – Proposed Website Overhaul
Eat Local! – Boulder County Resource Guides
The Professions
Meyers-Dining Insurance – We know you by name.TM
American Bar Association – Section of Litigation
Technology
Amadeus Consulting – Virtuosos of the Virtual World.TM
Event Promotion
Friends’ School – 9th Annual Auction: POP!
Non-Profit
Davis Phinney Foundation – Supporting awareness.
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TRUETONIQSTM
Project Concept Project DesignContent Development
Brand Development Brand Revitalization Brand Expansion
Logo Development Logo Enhancement Marketing Look
Photography Photo Art DirectionIllustration
Web DevelopmentPhotoshop: SimplePhotoshop: Complex
Packaging Liaison: Print/MfgResearch
Brain ToniqTM is the world’s first organic, botanically-based, non-caffeinated think drink
specifically designed for those who need more mental focus and clarity.
Project Positioning: The new, smart, Apple-computer-looking drink.
Tagline: The smart antidote to Head Fog.TM
Descriptor: The clean and intelligent think drink.TM
Project Direction: Design and create the single can in Photoshop
(before the actual can was manufactured), and design a “very smart”
custom 4-pack and sell sheets for the natural foods marketplace.
C L I E N THow Health Works and TrueTonIQsTM P R O J E C T Can & 4-Pack Consumer Packaging05
Sell Sheet
Phoenix Fibers Flame-retardant Insulation Fibers
Friends’ School Annual Auction: Splash! Private Elementary Education
Davis Phinney Foundation Raising Parkinson’s Disease Awareness
JMC Enterprises Racial- and Cultural-differences Consultants
Isaak Bond Investments Investment Firm
Boulder County Going Local! Community Self-sufficiency
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EXCELLENCE IS NOT AN ACT – BUT A HABIT. ARISTOTLE
UNAVCO’s mission is to promote Earth science by advancing high-precision
techniques for the measurement of crustal formation.
Project Positioning: Outreach and education create scientific curiosity.
Project Direction: Create a 10 x 20 Interactive Trade Show Exhibit also able to be used
as a 10 x 10 exhibit without loosing presence, and to visually represent each
scientific and research practice group.
Project Concept Project DesignContent Development
Brand Development Brand Revitalization Brand Expansion
Logo Development Logo Enhancement Marketing Look
Photography Photo Art DirectionIllustration
Web DevelopmentPhotoshop: SimplePhotoshop: Complex
Packaging Liaison: Print/MfgResearch (photo)
C L I E N TUNAVCO – Education & Outreach P R O J E C T Interactive Trade Show Exhibit07
Davis Phinney Foundation supports Parkinson’s Disease research and wellness
through sponsoring biking and racing events all over the country.
America’s winningest cyclist, Davis Phinney, contracted Parkinson’s and
subsequently put forth an effort to help others who share the disease.
Project Positioning: The Foundation’s operating philosophy will follow Davis Phinney’s
extraordinary desire to win and “never give up” attitude.
Tagline: Every Victory Counts.TM
Descriptor: Supporting Parkinson’s Disease Research and Wellness.TM
Project Direction: Use Davis Phinney’s fame as a springboard for the
foundation’s exposure utilizing his memorable wins, and attitude, in visual form.
ONLY THOSE WHO RISK GOING TOO FAR CAN POSSIBLY FIND OUT HOW FAR ONE CAN GO. T. S. ELIOT
C L I E N TDavis Phinney Foundation P R O J E C T Brand Expansion08
Project Concept Project DesignContent Development
Brand Development Brand Revitalization Brand Expansion
Logo Development Logo Enhancement Marketing Look
Photography Photo Art DirectionIllustration
Web DevelopmentPhotoshop: SimplePhotoshop: Complex
Packaging Research (photo)Liaison: Print
Boulder County Going Local! is a catalyst organization in the national Relocalization movement.
The organization’s purpose is to develop local self-sufficiency in food, energy, transportation,
systems of care, and economy while regenerating community.
Project Positioning: Make Boulder County, Colorado completely self-sufficient.
Project Direction: Create an Eat Local! Food Resource Guide of the county’s numerous
and substantive food producers; Create a robust website.FALL PREVIEW EDITION
Project Concept Project DesignContent Development
Brand Development Brand Revitalization Brand Expansion
Logo Development Logo Enhancement Marketing Look
Photography Photo Art DirectionResearch (photo)
Web DevelopmentPhotoshop: SimplePhotoshop: Complex
Packaging Liaison: Print/WebResearch (photo)
C L I E N TBoulder County Going Local! P R O J E C T Eat Local! Campaign09
The Center for Customer Focus features corporate training by the 20-year-veteran corporate
speaker, Howard Hyden. Mr. Hyden is the authority on the concept of
customer focus as opposed to customer service.
Project Positioning: Experience beyond measure. Tagline: The DNA of Customer Focus.TM
Project Direction: Complete re-branding and positioning of Mr. Hyden focusing on his experience
and personality in order to compete with younger and less experienced speakers;
Complete re-branding of the training facility, The Center for Customer Focus.
Project Concept Project DesignContent Development
Brand Development Brand Revitalization Brand Expansion
Logo Development Logo Enhancement Marketing Look
Photography (custom)Photo Art DirectionIllustration
Web DevelopmentPhotoshop: SimplePhotoshop: Complex
Packaging Liaison: PrintResearch
C L I E N TCenter for Customer Focus P R O J E C T Full Re-Branding10
Speaker Brochure
Meyers-Dining Insurance is a recent merger of two small insurance consultancies
into a complementary new firm with a much larger reach.
Project Positioning: We offer much more than large agencies at less cost to our customers.
Tagline: BENEFIT from what we know.TM
Advertising Tagline: We know you by name.TM
Project Direction: Upgrade Meyers-Dining marketing look and
acquire a “boardroom” presence in the regional industry.
Project Concept Project DesignContent Development
Brand Development Brand Revitalization Brand Expansion
Logo Development Logo Enhancement Marketing Look
Photography Photo Art DirectionIllustration
Web DevelopmentPhotoshop: SimplePhotoshop: Complex
Packaging Research (photo)Liaison: Print
C L I E N TMeyers-Dining Insurance P R O J E C T Full Re-Branding11