The Whole Portfolio

It begins with IMAGINATION

It grows when you think COnsciOusly

It marinates subcOnsciOusly

It’s FUELED by open ears

And IGNITED by open eyes

Brought to life by the INSPIRATION

That surrounds yOu

You stretch to grab the IDEA

CREATE it with your hands

And send it to the WORLD

In order to DELIGHT them.

my ManifestO

enjOy

DESIGN VERTIGO

DESIGN VERTIGOThe client: Vintage and vintage inspired apparel, home decor and design boutique.

My role: Art director, designer and post production

Photography: Danny Green

Problem: Design Vertigo offers unique boutique products but offers no outlet for consumers to purchase products online. This poses a problem because there is a strong demand for Design Vertigo products for consumers who are unable to visit the location.

Solution: Create a branded online store “The Wilde Room” (named after the owners last name) featuring hand picked collections for each season in a classic look-book format.

the website

The four description words I was given by Design Vertigo owner Amanda Wilde before designing this website were, “vintage, whimsical, earthy and quirky.” Channeling these concepts I created a web design that I think captures the creative appeal the store exudes.

DESIGN VERTIGONew LOGO

DESIGN VERTIGO

Before

After

web hOme

web WILDE ROOM

WILDE ROOM cOllectiOns

Once clicking on one of the displayed collections from the Wilde Room page you’re linked to the collection spreads. Each collection is displayed through a digital two page look book that allows the visitor to hover over labeled items, view the names and prices. Upon clicking they are linked to a purchase page. Each collection is distinct from one another with different color pallets, products and styles.

DESIGN VERTIGO

THE cOllectiOns.

rich, stunning and timeless.

soft, sexy and glamorous.

bright, quirky and fabulous.

ART DIRECTIONTHROUGH PHOTO EFFECTS

Through post photo-editing I can turn a beautiful photo into a beautiful story. Looking through these before and afters, you can see how the editing elements can change the tone, the emotion and even the time period the photo evokes. These elements begin to code a visual story for the audience creating an even stronger brand experience.

Before

Before

Before

Before

FLEA MARKET MUSIC

FLEA MARKET MUSIC

The client: An online, “all things ukulele” store. The owners, Jim and Liz Beloffs’ love for the ukulele is only surpassed by their love to share this instrument with the world.

My role: Sole creative

Problem: Ukuleles have the reputation for being a geeky less-serious instrument.

Solution: Change the aspiring and professional indie musicians perception of the ukulele by showcasing the 100’s of varying Flea Market Music ukulele designs, styles and sounds that can be incorporated into their music.

The guitars little sisterOften left in the shadows andStereotyped by Hawaiian sunsets, unrecognized for what she really could be

Creating an unmatched sound of ,versatility andThe is all grown up nowAnd we say, it’s about time her strum fills the sound waves of the streets with

She is strumming her against the of auto-tuned mainstream

The iconic ukulele is clearly utilized in this previous logo, however this style of ukulele is not sold at Flea Market Music. In fact, their key visual differentiation among their competition is the sexy, sleek and unique forms their ukuleles take. Naturally the logo re-design uses this shape to cradle the company name and deliver their key message.

lOGO And TAg

Before

After

FLEA MARKET MUSIC

How do you get an audience to realize that they can find their distinct ukulele sound at Flea Market Music? After contemplating this, I discovered that the solution would exist within a personalized quiz and ukulele generator. The following microsite serves to ask visitors three questions about what kind of sound they are adding to their music, while prompting them to listen to samples and choose the sounds that suit them best. Once answered and submitted, the site generates the ideal Flea Market Music ukulele for the emotion, reaction and genre they are trying to instill into their music. I like to call it “their ukulele soul mate.”

Interactive micrOsite

FLEA MARKET MUSIC

web hOme

uke MATCH page

Specially designed indie-inspired ukuleles will be produced and placed in indie venues throughout the five DMA’s (Minneapolis, Chicago, Portland, San Francisco and Brooklyn.) These ukuleles will boast the logo of the venue on their back and serve as gifts from Flea Market Music to the venues that host the music we love. By placing the ukuleles in these venues they will become a house instrument available for musicians playing the venue to use, as well as the staff and visitors, creating a curiosity and buzz around the Flea Market ukulele.

Guerilla placement

FLEA MARKET MUSIC

This Flea Market uke is liable to go from shake your groove thang electronic funk, to kick your boots off folk at your command. In other

words you may have just have found the instrument your music’s been craving all along. But use with caution, because that's just two

of its endless personalities. Just don't expect angry death metal out of it, it is a ukulele after all. On second thought you never know. Find

your perfect ukulele personality at www.FleaMarketMusic.com.

market music caution

These posters are designed to simulate the beautifully messy style of indie music concert posters. With bright pops of color and copy showcasing some pretty huge musical names, they will be sure to catch the musicians attention, while introducing them to a few of Flea Market’s ukulele personalities.

guerilla placement

FLEA MARKET MUSIC

This wallscape located right down the block from Willie’s American Guitars will be sure to catch not only a musician’s attention, but the attention of a musician who is in the market for an instrument (Score!) Once they see the depicted bursting melodies flowing down the street, it will be hard for them to look at their guitar the same way.

wallscape

FLEA MARKET MUSIC

“Get Your Uke On”OPENING(Mary Lucia, Host)

MUSIC FADE OUT: Spoon “Written In Reverse”

LUCIA: Ah, that was my favorite! That was Spoon, with Written In Reverse. We at The Current are stoked to introduce you to a new one hour segment of our program that we have lovingly named...Get Your Uke On. It explores the many ways the modern day ukulele has enhanced some of our favorite artist’s music and showcases it’s many personalities. This segment will take us through a tasting plate of the ukulele’s versatility every Thursday from 4:30 to 5:30 p.m. It is brought to us by Flea Market Music, who encourages you to find your ukulele sound by being matched with your uku-lele soul mate at FleaMarketMusic.com. Believe me, I know it’s hard for me not to groove when this little instrument gets plucking, so don't be afraid to boogie down or rock out, either way enjoy while you get your uke on.

MUSIC FADE IN: Eddie Vedder “Ukulele Songs”

89.3 The Current, is known for their support of indie music and for allowing company’s sponsorship to support segments of their music. Mary Lucia (an indie music fanatic) is one Current host that has been particularly attracted to the ukulele, so naturally this seemed like the perfect indie music marriage. On the next page you will also see how this sponsorship is incorporated on both brands websites to solidify and spread this collaboration with those who aren’t able to listen to the radio in Minnesota.

radiO Segment

FLEA MARKET MUSIC

LOOSE LEAF APPAREL

LOOSE LEAF APPARELThe Client: An online T-shirt company that hand crafts their designs in an artisanal fashion for fellow designers and artists to enjoy.

Creative Team: Michael Fangman & myself

Videography: Tony Watters, Michael Fangman & myself

Problem: Loose Leaf Apparel’s design minded audience lacks recognition of this new brand, as well as a real artisan story connection.

Solution: Create a documentary that will introduce Loose Leaf to it’s young creative audience by telling their artisanal story through the stories of three other Twin City creatives.

My partner Michael and I knew in order to truly resonate with this hard to reach audience of young creatives, we had to grab their attention in a big way. We set out to actually produce a mini- documentary that would tell the deep rooted artisanal story of both Loose Leaf and the creative Twin Cities community that supports them. First we found some amazing artists willing to participate. To describe what we discovered as amazing would be a grave understatement. Musician Heatherlyn, abstract artist Robert Combs and web designer Douglas Brull were interviewed and provided an intimate look inside the mind of a “Craft Fiend” artist. With the help of videographer Tony Watters, Michael and I filmed, interviewed and edited the documentary from start to finish. Although the full documentary is still in the final editing process, the teaser alone indicates the insights and pure love that exists between artist and craft.

the making OFthe dOcumentary

LOOSE LEAF APPAREL

craft fiend

Exposes the true insights and perspectives inside

This mini-Documentary reminds us why we love our craft to such extent and howthat defines us as both people and artists.the heart of craft fiend is being able tofor just a moment, connect with anotherperson over our passion. Whether it bea song, a painting, a website or a t-shirt,it’s enough to inspire us to continue on our artistic journeys.

dOcumentary POSTERS

These documentary posters, inspired by the screen printing style of Loose Leaf T-shirts, serve as a call to action for the up and coming documentary. Placed throughout the Twin Cities near theatre and entertainment venues, the posters introduce the brand and their debut documentary.

p r e s

d o c u m e n t a r y

e n t s

LOOSE LEAF APPAREL

p r e s

d o c u m e n t a r y

e n t s

p r e s

d o c u m e n t a r y

e n t s

p r e s

d o c u m e n t a r y

e n t s

Imagine for a moment, your walking down the street and suddenly the tree next to you is rockin some pretty sweet leaves. What do you do? If you’re anything like this audience (and myself) you would pick it off and take a deeper look. We know it’s a little punny (given the name Loose Leaf and all) but these creatives travel predominately by foot and would really get a kick out of a personalized Craft Fiend invite hanging from a tree.

GUERILLA INNOVATIVE

LOOSE LEAF APPAREL

nORTH ST.PAUL

nORTH ST. PAUL

The client: Home to nearly 12,000 people and many businesses. The city of North St. Paul is known for their industrial history and snowman land mark.

My role: Sole creative

Problem: Residents of the surrounding suburbs know little about the downtown North St. Paul shopping district and interesting history.

Solution: Strengthen the city’s brand by developing North St. Paul Branded light-pole banners and historic moment banners, to be placed throughout the town and entrance locations.

branded banners

NorthDowntown

St.PaulNorth

original

1901Railroadest.

histOric mOment Banners

north american

1920Manufacturing Co.

est.

Standard

1936est.

Conveyor Co.

barefOOT BUBBLY

For this campaign I will be showing my ability to offer clients multiple art direction solutions for one singular message.

Client: Wine and bubbly producer known for their affordable prices, laid back attitudes and delicious bubbly.

My role: Sole creative

Problem: Barefoot drinkers reservesparkling wine for special occasions only.

Solution: In order to change the “occasion stigma” that surrounds sparkling wine and to get the audience to drink the bubbly on a more regular basis, we will show them that everyday embodies an excuse to celebrate with Barefoot. Bubbly.

barefOOT BUBBLYOne idea twO COncepts

at 7:30 a.m. you made the 7:30 a.m. bus

celebrate the small stuff with barefoot bubbly at www.barefoot.com

at 5:30 p.m. you toast to this accomplishment

Vs

YOU CHOOSE.

COncept One

For this concept (depicted through this set of print triplets), I am depicting the message through design inspired by classic french champagne advertisements. The imagery, stylization and art work reflect classic, simplistic design with a vintage flare that will resonate with this art savvy audience.

barefOOT BUBBLY

at 7:30 a.m. you made the 7:30 a.m. bus

celebrate the small stuff with barefoot bubbly at www.barefoot.com

at 5:30 p.m. you toast to this accomplishment

COncept 2barefOOT BUBBLY

For this concept (depicted through this set of print triplets), I am depicting the message through art direction inspired Pop Art and realistic photography. This concept takes the message into a more humorous and over exaggerated direction.

CONTACT ME

KRissa jane nelsOnPlease check out more of my work, film and audio at

krissajanenelson.com