Download pdf - Naomi Hoag : Uncover

naomi hoag : uncover

naomi hoag : design port fo l io

SCHOOL : Academy of Art University

School of Graphic Design

79 New Montgomery

San Francisco, CA, USA

DE PARTM E NT DI R ECTOR : Mary Scott

COU RS E : Portfolio Seminar

I N STR UCTOR : Mary Scott

STU DE NT : Naomi Hoag

E MAI L : [email protected]

PHON E : 949 466 4510

WE B : naomihoag.com

TITLE : Uncover

CAM E RA : Canon EOS-1 D5

PHOTOG RAPHY : Naomi Hoag,

David Scott, Sunny Lee,

Pongpat Chirakiti,

Collin Fry, Paul Capili

PR I NTE R : Blurb

TEXT STOCK : Proline Matte

TYPE FACE S : Berthold Akzidenz

Grotesk, Elementa, Numbers

SOFTWAR E : Adobe Creative Suite 5.5

COPYR IG HT 2012 : All rights reserved.

No part of this publication may be

reproduced without express permis-

sion from Naomi Hoag.

The important thing is not to stop questioning. Curiosity has its own reason for existing.

Curiosity is essential to my pursuit of design.

My goals for each assignment presented is to

be inquisitive and understand the way various

elements work as a whole, piecing together

seemingly disconnected bits of information in

order to uncover the next idea. Research leads

the searcher on a journey, delving deeper into

the central idea of a subject that we aim to

communicate. The works found in this book rep-

resent my process of uncovering the ideas and

stories of my clients.

ALBERT EINSTEIN

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LI FE MANAG E M E NT : 8

E SS E NCE OF B EAUTY : 28

M I N DI NG MAN N E RS : 44

S E E I NG R E D : 58

LANG UAG E, CU LTU R E, TYPE : 80

JCP R E DE S IG N : 92

JOU R N EY TH ROUG H COLOR : 98

I S LAN D FEVE R : 112

DONT CRY FOR M E : 126

B E NCH E D : 138

LITE RARY E NGAG E M E NT : 150

S E LECTE D I DE NTITI E S : 162

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A designer is an emerging synthesis of artist, inventor, mechanic, objective economist and evolutio nary strategist.

CATEGORY : Identity/print DE LIVE RAB LE S : Brand

standards guide TYPE FACE S : minion, ff din

OBJ ECTIVE : To create a revitalized brand for

Waste Management. SOLUTION : The success of Waste

Management is reliant on the awareness and

involvement of the public to pursue good

recycling habits in their daily routine. The

rebrand introduces new technology and innova-

tion of the industry, and applications that

have a focus on public accessibility. A new,

friendlier logo mark that could be flexible

in a multitude of applications was created,

as well as an overhaul of various direct to

consumer applications.

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Who looks outside, dreams; who looks inside, awakes.

CATEGORY : Packaging DE LIVE RAB LE S : Skin care

bottles and display TYPE FACE S : Requium, Verlag

OBJ ECTIVE : Create a skin care line from an

existing company, nonaffiliated with skin

care products. SOLUTION : The Guggenheim museum

has housed art and ideals of beauty, its

iconic architecture being what first mesmer-

izes the visitors. The structures created

use the shape of the building for another

purpose, simply and functionally.

CARL JUNG

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TITLE :

M I N DI NG MAN N E RS

Design originates in society. The essence of design lies in the process of discovering a problem shared by many people and trying to solve it.

CATEGORY : Identity/print/web DE LIVE RAB LE S : Game

board, Transfer tickets, website, Ipad app

TYPE FACE S : Tungsten, Forza, Vitesse

OBJ ECTIVE : Create a comprehensive awareness

campaign of a subject of choice. SOLUTION :

The campaign focused on reviving manners

on San Franciscos Municipal Transporta-

tion Agency (Muni). The plan was to create

a way for the community to be involved in

improving their muni experience. Placing

polls on muni transfers, QR codes to access

poll results, or vote online. A board game

was created as an application for children

and families to learn social etiquette in a

friendly, engaging way.

KENYA HARA

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40%LOUD TALK ING ON CELL PHONES

20%FARE EVADERS

30%MUSIC FROM HEADPHONES

10%

SMELLY/MESSY FOOD

WE E K O F M AY 1 7 , 2 0 1 0 Number 1 thing that bothers riders:

RESULTSRESULTSTODAYS SURVEYDo you acknowledge the driver?

I say Hi when I board.If theyre close enough.Every time.Embarrassing but no.

VOTE NOW74%

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What we do for ourselves dies with us. What we do for others and the world, remains and is immortal.

CATEGORY : Print, Info graphics DE LIVE RAB LE S : Book

TYPE FACE S : Adobe Jenson, Vitesse

OBJ ECTIVE : Create a informative book on Marxism.

SOLUTION : Through photography and info graphics,

the complex world of Marxism is explored. The

interrelations of various figures of Marxist

ideologies are followed, families of thought

divided, and their connections divulged.

ALBERT EINSTEIN

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SE E I NG R E D

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KARL MARX1818 1883

FRIEDRICH ENGELS18201895

British Political Economists

American Social Theorist

Greek Philosophers

KARL MARX1818 1883

FRIEDRICH ENGELS18201895

Adam Smith 17231790

David Ricardo17721823

Charles Darwin18091882

Lewis H. Morgan18181881

Aristotle384 BC 322 BC

Epicurus341 BCE 270 BCE

Immanuel Kant17241804

G.W.F. Hegel17701831

Ludwig Feuerbach18041872

Charles Fourier17721837

Louis Blanc18111882

Jean-Jacques Rousseau17121778

Pierre-Joseph Proudhon18091865

James Cannon 18901974

Vladimir Lenin1870 1924

Joseph Stalin1878 1953

English Naturalist

German Economist

German Philosophy

British Political Economists

American Social Theorist

Greek Philosophers

French Social Theorists

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James Cannon 18901974

George Novack19051992Leon Trotsky

18791940

August Bebel 1840 1913

Paul Lafargue1842 1911

James Connolly1868 1916

Georgi Plekhanov1857 1918

Rosa Luxemburg1871 1919

Herbert Marcuse1898 1979

Gyrgy Lukcs1885 1971

Jean-Paul Sartre1905 1980

Vladimir Lenin1870 1924

Alexandra Kollontai

1872 1952

Antonio Gramsci 1891 1937

Joseph Stalin1878 1953

The Comintern(The Communist International)

Mao Zedong1893 1976

Malcom X1925 1965

John Brown1800 1859

Fidel Castro1926

Maoism

Black Liberation

Trotskyism

First International

Second International

Western Marxism

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Creativity can solve almost any problem. The creative act, the defeat of habit by originality overcomes everything.

CATEGORY : Print DE LIVE RAB LE S : Conference book,

Conference Guide, Poster TYPE FACE S : Berthold

Akzidenz Grotesk, Tungsten, Nuptial Script

OBJ ECTIVE : Create collateral for a typography

conference targeting the fields of design

and language. SOLUTION : In this global era

of language and communication, this book

explores the worlds languages and the

necessity of multi-lingual support.

GEORGE LOIS

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Part 01

Part 02

Part 03

Part 04

Part 05Part 06

A

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PROGR AMMER

T YPOGR APHER

NATIVE SPE AKER

DESIGNER

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Sound

Part 01

Part 03

Part 04

Part 05Part 06

2011

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The original idea makes design distinctive, function makes it work and quality adds value.

CATEGORY : Packaging DE LIVE RAB LE S : 100 skus covering

all the brands TEAM : David Scott, Paul Capilli,

Collin Fry, Sandra Schachermeyer, Miki Bong.

OBJ ECTIVE : Rejuvinate JC Penneys current brand

and reinvent their store and private labels.

SOLUTION : We were asked, What would JCP do in

10 years? The mission began by choosing the

best approach on how the labels and brands

were categorized and the addition of special

services. We needed to realign the products

and design to cater to the new generation of

buyers, connecting with them at an emotion-

al level. We came up with two store brands

and five private labels to show how JCP could

surpass their competitors with thoughtful,

unique products.

SERGE ZUEV

TITLE :

JCPE N N EY R E B RAN D

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STOR E B RAN D :

MOM E NTS

STOR E :

JC PE N N EY

STOR E B RAN D :

E NTRADA

STOR E B RAN DS

Everyday family products for the conscious shopper at com-petitive prices.

Bringing a variety of culi-nary culture and tradition into american homes.

M I N DFU L

FR ESH

LONG EVITY

CU LTU R E

EXPE R I E NCE

TRADITION

DE PARTM E NT : Home & Kitchen

TARG ET AU DI E NCE : 25-50 Men & Women

DE PARTM E NT : Food & Kitchen

TARG ET AU DI E NCE : 25-50 Families

STOR E B RAN D

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PR IVATE LAB E L :

WH ISPE R

PR IVATE LAB E LS

PR IVATE LAB E L :

LM NOP

PR IVATE LAB E L :

B E NCH

PR IVATE LAB E L :

MAN I FESTO

PR IVATE LAB E L :

&PLAY

Simple, timeless skin care and cosmetic products for de-ceivingly affordable prices.

Fun, educational products that will help inspire learn-ing and imagination.

A relaxing destination for men to take a break from shopping duties.

Products that elevate life-styles through education and sophisticated design.

Sensual products for the mod-ern couple to keep the ro-mance stirring.

CH IC

QUALITY

POLISH E D

E DUCATIONAL

I N NOVATIVE

THOUG HTFU L

STYLISH

B OLD

I NVITI NG

E M POWE R I NG

SLE E K

I N DE PE N DE NT

SEXY

PLAYFU L

SAFE

DE PARTM E NT : Womens Beauty

TARG ET AU DI E NCE : 25-35 Women

DE PARTM E NT : Childrens Toys

TARG ET AU DI E NCE : 3-6 Children

DE PARTM E NT : Coffee Shop

TARG ET AU DI E NCE : 25-40 Male

DE PARTM E NT : Home & Electronics


DE PARTM E NT : Intimate Adult


PR IVATE LAB E L

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TITLE :

JCP E NTRADA

STOR E B RAN D :

E NTRADA


CU LTU R E

EXPE R I E NCE

TRADITION



CATEGORY : Packaging DE LIVE RAB LE S : Dry foods from

India, Jamaica, and Argentina

OBJ ECTIVE : Create a endorsed brand for JCPenney

SOLUTION : Entrada presents products ranging

from three very different cultures and fla-

vors. The labels are represented aestheti-

cally by taking the essence of each cul-

ture. With Entrada, JCP patrons can enter

new flavors into their tradition.

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JCP E NTRADA I N DIA

STOR E B RAN D :

E NTRADA


CU LTU R E

EXPE R I E NCE

TRADITION



CATEGORY : Packaging DE LIVE RAB LE S : Spices, Spice Rack,

Braising Sauces, Chutney, Grains, Oils

OBJ ECTIVE : Create an endorsed brand for JCPenney

SOLUTION : Looking into the cultural aesthetic

of India, we applied the rich color and patterns

to the carefully chosen products. The flavourful

food is represented with our design toolbox of

rich, bright colors, photography, paisley

patterns, tall structures, glass, and gold de-

tailing on the boarders.

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TITLE :

JCP E NTRADA JAMAICA

STOR E B RAN D :

E NTRADA


CU LTU R E

EXPE R I E NCE

TRADITION



CATEGORY : Packaging DE LIVE RAB LE S : Spices, Sauces,

Condiments, Grains

OBJ ECTIVE : Create an endorsed brand for JCPenney

SOLUTION : Entrada Jamaica embodies the easygoing

lifestyle and culture of Jamaica. Structures

were chosen based on reusability, limiting

production to simple solutions.

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TITLE :

JCP E NTRADA ARG E NTI NA

CATEGORY : Packaging DE LIVE RAB LE S : Spices, Rubs, Bak-

ing Mix, Braising Sauce, Dessert Sauces, Yerba

Mate, Quinoa, Aged Balsamic

OBJ ECTIVE : Create an endorsed brand for JCPen-

ney SOLUTION : Argentina has the history of rich

local culture and the combination of European

immigration that makes for unique culinary

flavors as well as aesthetic. The elegance from

the European influence and rustic textures of

the region are key design features.

STOR E B RAN D :

E NTRADA


CU LTU R E

EXPE R I E NCE

TRADITION



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TITLE :

JCP B E NCH CAFE

PR IVATE LAB E L :

B E NCH

A relaxing destination for men to take a break from shopping duties.

STYLISH

B OLD

I NVITI NG

DE PARTM E NT : Coffee Shop

TARG ET AU DI E NCE : 25-40 Male

CATEGORY : Packaging DE LIVE RAB LE S : Instore & take

home coffee cups, shopping bags, Coffee beans,

instant coffee, tea, coasters, chocolate,

grinder, french press

OBJ ECTIVE : Create a private label for JCPenney

SOLUTION : As a private label, we choose to de-

velop a cafe that patrons can use during their

shopping trips. We created bold graphics and

textures, information on the coffee products

connecting the origin of its ingredients.

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TITLE :

JCP &PLAY

PR IVATE LAB E L :

&PLAY

Sensual products for the modern couple to keep the romance stirring.

SEXY

PLAYFU L

SAFE

DE PARTM E NT : Intimate Adult

TARG ET AU DI E NCE : 25-40 Men, Women

CATEGORY : Packaging DE LIVE RAB LE S : Condoms, Lubri-

cant, Vibrator, Handcuffs, Blindfold

OBJ ECTIVE : Create a private label for JCPenney

SOLUTION : &Play was developed to target a new

audience, focusing on their playful inti-

mate lives. Our concept began by thinking

about what people use to hide their deepest

secrets. We created packaging that would be

kept after purchase to store the products

in plain sight.

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Decide who you are, decide what you want to do, and then do it because it is surely possible.

CATEGORY : identity DE LIVE RAB LE S : logomark

OBJ ECTIVE : All identities require marks that com-

municate the essence of the client in the most

honost and effective way. SOLUTION : Research and

understand the client, then simply represent

their message.

DOYALD YOUNG

TITLE :

SE LECTE D I DE NTITI ES

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Roland Young, Michael Osborne, Mary Scott,

Thomas McNulty, Todd Hedpeth, Jenny Ji,

Christine George, Ariel Gray, Carolina De

Bartolo, Michael Kilgore, Claude, Jaime-

Patino Calvo, Pongpat Chirakiti, Jonathan

Graziani, Sunny Lee, Beau Monroe, David

Scott, Brian Zobel, Shane, Jameson, Robin,

Grandpa Lyle, Grandma BZ, Okasan, Otosan,

Lina, and last but not least, Hiro.

TITLE :

THAN K YOU

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naomi hoag : uncover

949 466 4510

[email protected]

naomihoag.com

naomihoag.com