Order + Expression

Order + Expression _

Order + Expression _

design portfolio _ kristopher leigh

vol. 01

page 02

Designer _ kristopher leighOrder + Expression

Forward _

Order + Expression is a design portfolio completed

at the Academy of Art University's School of Graphic

Design. It showcases a cross section of my work

during my years studying at the Academy. The title

references my personal philosophy of the design

process. To me those two words describe both my

personal design process & successful design in

general. Design begins with organizing information

and ends with expressing that information in its

most essential form. Great design analyzes and

breaks down information so that it can be rebuilt

into the purest and most appropriate visualization

of an idea. Please enjoy.

page 03

Colophon _

Copyright © 2010 All Rights Reserved. No part of this publication may be

reproduced, stored in a retrieval system or transmitted in any form or by

any means, without the written permission of Kristopher Leigh.

kristopher leigh

Phone _ 630-542-1802

Email _ [email protected]

Web _ www.kristopherleighdesign.com

academy of art university

70 New Montgomery _ San Francisco, CA

Department Director _ Mary Scott

Course _ Senior Portfolio

Instructor _ Mary Scott

Cover Stock _ Arrestox BV 19990 Black

Text Stock _ Mohawk Superfine I-Tone 80lb text

Printer _ Golden Gate Litho, Oakland, CA

Bindery _ Key Bindery, Oakland, CA

Typefaces _ Akkurat, Hoefler Text, Numbers Claimcheck

Software _ Adobe Suite 4

Camera _ Fujifilm Finepix S9100

Photography _ Personal, Michael Erdman Photography

page 04


Table of Contents _ Black Cab Identity [Page 6-23]

Levis CSR Report [Page 24-43]

Uniqlo Skin Care Packaging [Page 44-53]

Synesthesia TED Promotion [Page 54-65]

Revolution Brewery Packaging [Page 66-75]

R3 Project; Re-Lamp [Page 76-87]

Mohawk Paper Promotion [ Page 88-103]

Costco Branding Chart [Page 104-107]

Savoy Kitchenware Packaging [Page 108-117]

Bravado Coffee Packaging [Page 118-127]

Kirkland Packaging a) Kirkland Home Decor [Page 128-137]

b) Kirkland Home Essentials [Page 138-145]

c) Kirkland Bath [Page 146-155]

d) Kirkland Food [Page 156-163]

Brand Identity [Page 164-175]

Acknowledgements [Page 176-177]

01

02

03

04

05

06

07

08

8.1

8 .2

8 .3

09

10

page 05

To rebrand the United Kingdom’s largest and most iconic taxi cab company in a

fresh and exciting way while retaining the most recognizable parts of the brand

and creating universal appeal for U.K consumers.

For the logo, I came to the conclusion that the most appropriate option was

to create a word mark within a simple banner. By choosing a contemporary type-

face that nods to classic typography, the brand is given a strong, contemporary

look without sacrificing the classic feeling that is so integral to the brand.

Because I also wanted to bring in a graphic element that related to classic Brit-

ish culture, I decided to make a clean, and graphic interpretation of the kind of

banner that is seen everywhere in the U.K. from pubs, to coats of arms. I believe

that these choices create a feeling that is indebted to classic British style while

introducing a bold, contemporary edge to the Black Cab brand.

Black Cab Identity

Identity / Print

Logo, style guide, applications

Identity 2

U.K. urbanites of all ages

Akkurat, Archer

Entrada 180 Text Paper

Rebranding ClassicBritish Sophistication

01

[01] 02 03 04 05 06 07 08 09page 06

Specs _

Objective _

Solution _

Project

Category

Pieces

Class

Target Audience

Typefaces

Materials


Attributes _

a) Stylish

b) Dapper

c) Classic

d) British

e) Timeless

Project _ bl ack cab identit y Category _ identit y / print page 07

01 [02] 03 04 05 06 07 08 09page 08



01 02 [03] 04 05 06 07 08 09page 10



01 02 03 [04] 05 06 07 08 09page 12



01 02 03 04 [05] 06 07 08 09page 14



01 02 03 04 05 [06] 07 08 09page 16



01 02 03 04 05 06 [07] 08 09page 18



01 02 03 04 05 06 07 [08] 09page 20



01 02 03 04 05 06 07 08 [09]page 22



Levis CSR Report

Print / Digital / Packaging

CSR report, website, canvas tote bag

Print 3

Investors, Levis consumers

Tungsten, Vitesse

Entrada 180 Text Paper, silk-screen on canvas

The Pioneering AmericanSpirit of Levis Strauss

02

[01] 02 03 04 05 06 07 08 09 10page 24


Specs _

Objective _

Solution _

Project

Category

Pieces

Class

Target Audience

Typefaces

Materials

This project was about showcasing the various philanthropic & environmental

efforts that the Levis corporation is engaged in including fighting AIDS in Africa,

fair labor practice & environmental responsibility.

Levis is widely regarded as one of the most socially responsible and forward

thinking American companies. They take an extraordinary amount of pride in

that fact and use it in their public image. One of the biggest things that they

do to inform people of their efforts is publishing an annual corporate social

responsibility report and accompanying website. In designing the 2010 report,

I decided that a very strong and bold typographic treatment, coupled with a

black and white, vintage documentary photographic style would best highlight

the topic. Keeping in line with what Levis is known for, the aesthetic I created is

youthful & modern with nods to the rich history of the iconic American brand.

Attributes _

a) Pioneering

b) American

c) Informative

d) Editorial

e) Modern

Project _ le vis c sr rep ort Category _ print page 25

page 26


01 [02] 03 04 05 06 07 08 09 10


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01 02 [03] 04 05 06 07 08 09 10


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01 02 03 [04] 05 06 07 08 09 10


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01 02 03 04 [05] 06 07 08 09 10


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01 02 03 04 05 [06] 07 08 09 10


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01 02 03 04 05 06 [07] 08 09 10


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01 02 03 04 05 06 07 [08] 09 10


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01 02 03 04 05 06 07 08 [09] 10


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01 02 03 04 05 06 07 08 09 [10]


Skin Care from Japan'sLeading Clothing Brand

03

[01] 02 03 04 05page 44


To design a line of skin care products for the casual clothing company Uniqlo.

The design needs to stay within the established visual language of Uniqlo while

also stretching it in a new direction appropriate for skin care.

Specs _

Objective _

Solution _

The visual language of Uniqlo is very recognizable and carries with it a great

amount of cultural credibility. It is highly respected across the world from fash-

ionable cities like it's home city of Tokyo to New York City, where the brand has

become very popular in recent years. I decided to maintain the brand equity of

the color red and the typeface Din, while adding a pearlescent white sheen and

complimentary turquoise. The logo stayed within the Uniqlo aesthetic but ac-

centuated the letter "U" to reinforce the idea of skin care as a personal product.

Breaking away from the square geometry in much of Uniqlo's design, I added a

circle to create a soft feel that reflects the intimate feeling of skin care products.

Project

Category

Pieces

Class

Target Audience

Typefaces

Materials

Uniqlo Skin care packaging

Packaging

Logo, bottles, display stand

Packaging 3

Fashionable, upper middle class 16-35 yr. olds

Din

Plexiglass, rubdowns, brushed metal, paint

Attributes _

a) Youthful

b) Fresh

c) Hip

d) Exciting

e) Colorful

Project _ uniqlo skincare pack aging Category _ identit y / pack aging page 45

page 46


01 [02] 03 04 05


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01 02 [03] 04 05

pa in t ed p l e x i g l a s s

d ie-c u t b r u s hed me ta l


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01 02 03 [04] 05


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01 02 03 04 [05]


04

To create a magazine and poster series to promote a series of TED talks on the

subject of synesthesia; a little understood neurological disorder that cross-

wires sensory perception, allowing people to “see” sounds etc.

In creating visuals for a subject as technical and scientific as synesthesia, it

is essential to present the information in a way that engages the viewer rather

than drowning them in a sea of jargon. I accomplished this is a variety of ways.

One way was by using quotes pulled from various notable figures who had

synesthesia including Vladamir Nobakov and Duke Ellington. These enigmatic

quotes draw the audience into the synesthetic experience. The accompanying

graphics emphasize the point. Bright yet sophisticated colors were chosen as

another way to underscore the sensation of synesthetic experience. Graphic &

engaging diagrams also conveyed the complex information in a digestible form.

Project

Categor y

Pieces

Class

Target Audience

Typefaces

Materials

Synesthesia TED Talk Promotion

Print

Newsprint magazine, poster series

Print 3

Intellectually minded TED viewers

Akkurat

Newsprint, Canon glossy photo paper

Synesthesia; HearingColors and Seeing Sounds

Specs _

Objective _

Solution _

[01] 02 03 04 05 06page 54


Specs _

Objective _

Solution _

Attributes _

a) Scientific

b) Experiential

c) Perception

d) Colorful

e) Informative

Category _ prin tProject _ synesthesia ted talk promotion page 55

page 56


01 [02] 03 04 05 06

Category _ prin t page 57Project _ synesthesia ted talk promotion

page 58


01 02 [03] 04 05 06


page 60


01 02 03 [04] 05 06


page 62


01 02 03 04 [05] 06


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01 02 03 04 05 [06]


To create a variety of packaging as well as an original identity for the Chicago

based micro-brewery, Revolution. The work needs to be striking and powerful to

carve a niche for itself in the beer packaging marketplace.

The inspiration for the Revolution design came primarily from the Logan Square

neighborhood in Chicago where the Revolution brewery and restaurant is

based. After engaging in discussions with the owner, it became apparent that

Revolution was not only a quintessentially Chicago brand but also could be seen

as sophisticated enough to compete with the best breweries in the world. The

“Revolution” typeface was chosen as an homage to the typography seen

everywhere in the bodegas of the primarily Hispanic neighborhood while the

other typeface were chosen for their sophistication and impact. The blue color,

taken from the Chicago flag is juxtaposed with a striking gold foil and rich black.

Revolution Beer Packaging

Packaging

Logo, Bottles, Can, Pint Glass, Coaster

Packaging 3

Micro brew aficionados

Hessian, Hoefler Text Swash, Knockout

Glass, foil & gloss rubdowns, Cardstock

Cheers to Chicago’sMicro Brew Revolution!

05

[01] 02 03 04 05page 66


Specs _

Objective _

Solution _

Project

Category

Pieces

Class

Target Audience

Typefaces

Materials

Attributes _

a) Midwestern

b) Confident

c) Striking

d) Exuberant

e) Specialized

Project _ re volution beer pack aging Category _ identit y / pack aging page 67

01 [02] 03 04 05page 68



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01 02 [03] 04 05


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01 02 03 [04] 05


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01 02 03 04 [05]


To redesign a common household product to be more sustainable and then

design a book, logo, and poster to promote the new product. The product that I

chose to redesign was the common household lamp.

My lamp redesign involved rethinking the lamp from the ground up. This involved

inventing a lamp shade made entirely out of recycled plastic bags, a base made

of reclaimed wood from demolished homes & utilizing cutting edge L.E.D light

bulbs. The book design is divided in chapters about the history of the lamp,

the negative environmental effects of plastic bags and unnecessary energy

consumption, & the lamp redesign. The aesthetic is editorial in the photography

choice & classic typography but is pushed into a more intimate direction by us-

ing hand-drawn type & a paper stock that looks & feels similar to newsprint. It

reflects both the environmental message & D.I.Y nature of the lamp redesign.

R3 lamp redesign

Print / identity

Book, logo, promotional newspaper / poster

Graphic design 3

Environmentally conscious individuals

Trade Gothic, Caslon, hand-drawn type

Mohawk via grey, newsprint, glossy rubdowns

Rethinking the ModernHousehold Lamp

06

page 76


Specs _

Objective _

Solution _

Project

Category

Pieces

Class

Target Audience

Typefaces

Materials

[01] 02 03 04 05 06

Attributes _

a) Midwestern

b) Confident

c) Striking

d) Exuberant

e) Specialized

Project _ r 3 l amp redesign Category _ identit y / print page 77

page 78


01 [02] 03 04 05 06

Category _ identit y / print page 79Project _ r 3 l amp redesign

page 80


01 02 [03] 04 05 06


page 82


01 02 03 [04] 05 06


page 84


01 02 03 04 [05] 06


page 86


01 02 03 04 05 [06]


Mohawk Synergy Paper Promotion

Print

Book, Swatch Cards, Posters

Typography 3

Graphic Designers

Blender

Entrada 190 Text Paper

Synergy, Urban Sprawl and the New Urbanism

07

[01] 02 03 04 05 06 07 08page 88


Specs _

Objective _

Solution _

Project

Category

Pieces

Class

Target Audience

Typefaces

Materials

To design a variety of promotional materials for Mohawk Synergy paper. The de-

sign needs to successfully showcase Synergy paper and also maintain audience

interest with a provocative subject matter.

As something that profoundly effects us every day in ways that are not always

immediately visible, urban planning and suburban sprawl has been an interest

of mine for a long time. As I researched the notion of synergy for this project, the

opportunity to explore this idea presented itself; suburban sprawl represents

the opposite of synergy. Sprawl is defined as the spreading outwards of a city

and its suburbs to low density & auto dependent rural land. High segregation of

uses (e.g. stores and residential), & various design features that encourage car

dependence are symptoms of sprawl. The book explores the many negative ef-

fects of sprawl on the environment and the physical / mental health of citizens

living in sprawling cities & also shows encouraging examples of urban planning.

Attributes _

a) Editorial

b) Bold

c) Edgy

d) Provocative

e) Thoughtful

Project _ synergy paper promotion Category _ print page 89

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01 [02] 03 04 05 06 07 08


page 92


01 02 [03] 04 05 06 07 08


page 94


01 02 03 [04] 05 06 07 08


page 96


01 02 03 04 [05] 06 07 08


page 98


01 02 03 04 05 [06] 07 08


page 100


01 02 03 04 05 06 [07] 08


page 102


01 02 03 04 05 06 07 [08]


[01] 02page 104


Revitalizing the CostcoShopping Experience _

Project _ costco pack aging Category _ identit y / pack aging page 105

Description _International coffee products.

Price Point _ $3 - $25

Key Adjectives _Classic, global, specialized.

Desig n Mission Statement _

- Create a “house of brands” made up of private lines that will strengthen the Costco identity. - Create strong, cohesive packaging to add value to the consumer shopping experience. - Attract a younger & broader consumer base.

Description _High-end cookware products.


Key Adjectives _ Sophisticated, reliable, gourmet.

page 106


01 [02]

Description _ Food products.


Key Adjectives _ Clean, simple, modern, reusable.

Description _ Home decor products.


Key Adjectives _ Clean, fun, energetic, modern.

Description _ Bath products.


Key Adjectives _Clean, vivid, soft, welcoming.

Description _ Home cleaning products.


Key Adjectives _ Clean, bright, simple, modern.

Desig n Mission Statement _

- Create a “branded house” made up of cohesive, yet varied packaging in a variety of product categories.- Attract a younger & broader consumer base. - Create a one-stop shopping experience where consumers can buy quality products at a low price.

Project _ costco br anding chart Category _ pack aging page 107

08

To create a variety of packaging for the Coscto private label Savoy; makers of

high-end, high-quality cookware that is targeted towards a more sophisticated

consumer with a higher price point.

To create packaging for such a high-end and product, it was essential that the

design was sophisticated and beautiful enough to justify the cost. A consumer

buying Savoy cookware is not only buying a piece that they will likely have for

many years, but they are also purchasing the experience of feeling like a world

class chef themselves. By creating a product endorsed by world class French

chef Guy Savoy and accentuating the beauty of the product with sumptuous

photography & sophisticated colors / typography, consumers would feel as if

they are buying something special. Silver foils matched with rich eggplant and

vivid goldenrod give the design a powerful feeling of class.

Savoy Cookware Packaging

Packaging

Tea press, salt/pepper grinder, 6-piece set, knife set

Kristopher Leigh, Woorim Choi, Anna Bazarnaya

Packaging 4

Aspiring home chefs

Helvetica Neue, Chronicle Text

Silver foils, laminated Boxes, wood

High-End Cookware forthe Sophisticated Cook

[01] 02 03 04 05page 108


Specs _

Objective _

Solution _

Project

Category

Pieces

Team Members

Class

Target Audience

Typefaces

Materials

Attributes _

a) Classy

b) Gourmet

c) Quality

d) Sophisticated

e) Reliable

Project _ savoy cook ware pack aging Category _ identit y / pack aging page 109

page 110


01 [02] 03 04 05


page 112


01 02 [03] 04 05


page 114


01 02 03 [04] 05


page 116


01 02 03 04 [05]


Gourmet Coffee Blendsfrom Around the World

08

page 118


Specs _

Objective _

Solution _

Project

Category

Pieces

Team Members

Class

Target Audience

Typefaces

Materials

To create a variety of packaging for the Coscto private label Bravado; makers of

high quality coffee blends and coffee related products from around the world

that is targeted towards coffee connoisseurs on a budget.

The most important aspects of the Bravado coffee brand is that they make a

product that is delicious, international, and authentic; all things that our target

audience would look for in a coffee product. To fully appeal to our demographic,

the packaging played up the characteristics of the product that made it

stand out including the roasting date, the specific farm and region where it was

grown, the altitude at which it was grown and even the name of the family that

produced it. Highly descriptive text was added to entice the consumer and give

them the feeling that they were buying something that is a cut above. Visual

cues were taken from classic Italian coffeehouses and culture.

Bravado Coffee Packaging

Packaging

Coffee blends, covered coffee beans, flavored crisps


Packaging 4

Coffee connoisseurs on a budget

Tungsten (modified), Numbers indicia, Knockout

Moab Somerset paper, plastic, tin

[01] 02 03 04 05

Attributes _

a) Gourmet

b) Global

c) Specialized

d) Artisanal

e) Premium

• R

ESERVE COLLECTION

•

• H

AND CRAFTED COFFEE •EST. 19 2 7

Project _ br avado coffee pack aging Category _ identit y / pack aging page 119

page 120


01 [02] 03 04 05


page 122


01 02 [03] 04 05


• R

ESERVE COLLECTION

•

• HA

ND CR AF TED COFFEE •ES T. 19 2 7

• R

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page 124


01 02 03 [04] 05

• R

ESERVE COLLECTION

•

• HA


MILK CHOCOLATE MINT CRISPS lt THIN COOKIES

Delightful combination of pure milk chocolate & Morrocan mint

NET WT.8.5 OZ (278 g)

• R

ESERVE COLLECTION

•

• HA



page 126


01 02 03 04 [05]


Our goal for this project was to design a cohesive, instantly identifiable, and

flexible packaging system for a wide variety of products produced by Costco's

in-house brand Kirkland including; home essentials, bath, decor and food.

By using a consistent yet flexible logo mark, paired with a specific color palette

and typographic language that changes in each section of the Kirkland brand,

we created packaging that is clearly identifiable as being from the same family

yet also has individual visual styles. Great care was taken to create visual lan-

guages that were appropriate for the products being sold and spoke to a variety

of audiences that would shop at Costco. For example, the home decor products

have a fun and inviting style that is targeted toward a younger audience while

the home essentials products exude a cleanliness and simplicity appropriate

for products like detergent and disinfectant spray.

Kirkland Packaging

Identity / Packaging


Packaging 4

American consumers ages 18-60

Gotham, Chronicle, Avenir, Helvetica Neue

Glass, rubdowns, laminated paper

Kirkland Packaging;Branding a House

08

[01] 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18page 128


Specs _

Objective _

Solution _

Project

Category

Team Members

Class

Target Audience

Typefaces

Materials

Attributes _

a) Clean

b) Modern

c) Simple

d) Recognizable

e) Flexible

Project _ kirkl and pack aging Category _ identit y / pack aging page 129

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01 [02] 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18


page 132


01 02 [03] 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18


page 134


01 02 03 [04] 05 06 07 08 09 10 11 12 13 14 15 16 17 18


page 136


01 02 03 04 [05] 06 07 08 09 10 11 12 13 14 15 16 17 18


page 138


01 02 03 04 05 [06] 07 08 09 10 11 12 13 14 15 16 17 18


page 140


01 02 03 04 05 06 [07] 08 09 10 11 12 13 14 15 16 17 18


page 142


01 02 03 04 05 06 07 [08] 09 10 11 12 13 14 15 16 17 18


page 144


01 02 03 04 05 06 07 08 [09] 10 11 12 13 14 15 16 17 18


page 146


SPEARMINTMoisturizing

3.75 OZ (105 G)

KIRKLAND BAR SOAPThis Bar Soap is great for sensitive skin and provides protection as it softens and moisturizes your skin.

MADE IN U.S.A

DISTRIBUTED BY:KIRKLAND PRODUCTSPO Box 34331Seattle, WA 98124©2010 KIRKLAND

WWW.COSTCO.COM

bar

soap

GRAPEFRUITRefreshing

3.75 OZ (105 G)bar

soap

KIRKLAND BAR SOAPThis Bar Soap offers de-stressing and detoxifying elements while including stimulating and clarifying elements.

MADE IN U.S.A


WWW.COSTCO.COM

COCONUTBalancing

3.75 OZ (105 G)bar

soap

KIRKLAND BAR SOAPThis Bar Soap provides calming and rejuvenating elements while including a balancing and uplifting essence.

MADE IN U.S.A


WWW.COSTCO.COM

01 02 03 04 05 06 07 08 09 [10] 11 12 13 14 15 16 17 18


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01 02 03 04 05 06 07 08 09 10 [11] 12 13 14 15 16 17 18


page 150


01 02 03 04 05 06 07 08 09 10 11 [12] 13 14 15 16 17 18

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page 152


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page 154


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page 156


01 02 03 04 05 06 07 08 09 10 11 12 13 14 [15] 16 17 18


page 158


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page 160


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page 162


01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 [18]


[01] 02 03 04 05 06page 164


Brand Identity _

Project _ br and identit y Category _ identit y page 165

page 166


01 [02] 03 04 05 06


page 168


01 02 [03] 04 05 06


page 170


01 02 03 [04] 05 06


• R

ESERVE COLLECTION

•

• HA


page 172


01 02 03 04 [05] 06


• R

ESERVE COLLECTION

•

• HA


page 174


01 02 03 04 05 [06]


page 176


Thank You _

Mom & Dad for always supporting me. Eleanor for

being there for me. All my friends from Chicago to

San Francisco. Mary Scott for guiding me in the

process of making this book. Thomas McNulty for

supporting me through so many identity & packag-

ing projects. Scott Rankin for giving me my first

formal introduction to design. Christine George for

introducing me to the world of packaging. Michael

Osbourne for solidifying my love of packaging &

teaching me about the art of collaboration. Allen

Gaoiran for the always intelligent and thoughtful

critiques. Jennifer Sterling for starting me on what

I am sure will be a lifelong obsession with typogra-

phy. Tom Sieu for opening my eyes to what design

can really do. Thank you everybody.

page 177

Order + Expression

Documents

acknowledgements page

brand identity page

black cab identity page

kirkland home decor

c kirkland bath page

d kirkland food page

bravado coffee packaging

mohawk paper promotion