Post on 28-Mar-2016
description
/ CONSTANTLY Curious
DESIGN PORTFOLIO OF JOSH SANDERS
/ CONSTANTLY Curious
JOSHSANDERSDESIGN.COM
/ 00
— Charles Baudelaire
I set out to discover the why of it, and to convert my pleasure into knowledge.
CONSTANTLY CURIOUS
From the moment we are born, one of our most basic instincts is to be curios. As young children, we fulfill our curiosity by asking questions about anything and everything. With every question and answer that we ask and receive, not only are we constructing a new understanding of our world, but we are constructing a new version of ourselves. It's this child-like curiosity that I try to instill in my everyday life.
I constantly find myself questioning why things are the way they are. Sometimes it even gets me in trouble. People take it in such a way that they assume I am trying to argue with them, when in reality it's just my curiosity taking over. It is this curiosity that is vital not only in my everday life, but also in my design process. By remaining curious and questioning my surroundings, I am constantly learning, evolving, and progressing as a designer.
Each project that is showcased in this portfolio is prefaced by a ques-tion that I asked in the preliminary stages of design. Every question is meant to stimulate your thought process, as well as offer you insight as to how I approached designing for the solution.
? /
/ 01A NATURAL CLEAN (010–023) THE NEW INDUSTRY STANDARD
/ 02(024–041)
/ 05DEFY GRAVITY (074–087) INSPIRING THE CREATIVE
/ 06(088–125)
/ 09A TEAM FIT FOR WINNING (148–165)
/ 10BREAKING THE MOLD (166–177)
JOSH SANDERS / Design Por t fol io
/ TABLE OF CONTENTS
CONSTANTLY CURIOUS /
/ 03A TOAST TO THE CAPITAL CITY (042–061)
/ 04ACCESS DENIED (062–073)
/ 08EXPERIENCE THE ROAD (138–147)REVIVE A DYING CITY
/ 07(126–137)
/ 11IDENTITY (178–189)
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
PG / 010
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
/ 01
Why maintain such a narrow target demographic when it can be expanded?
A NATURAL CLEAN
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A NATUR AL CLE AN / 1.0
Packaging
FO C U S /
AXE
CL IEN T /
Coco Qui
IN S T RU C T O R /
Package Design 1
CL A S S /
Create a product line extension for a brand in the personal care market. This line extension must implement eco-conscious efforts.
AXE personal care products are at the forefront of the industry and could easily be labeled as the most popular brand among teenage and yound adult males. The marketing strategy AXE uses is solely based on the idea that “sex sells.” I saw this as an opportunity to not only extend the brand by offering an eco-conscious product line, but to also open up the target demographic by appealing to middle-aged men. In doing so, a wider consumer base would be created, thus generating more profit and brand acknowledgment for the company.
I created the sub-brand AXE ELEMENTS for the eco-friendly product line to help reinforce the connection with nature that the product would have. The concept behind the name is two-fold. First, it is a referrence to the elements of the periodic table (the most basic forms in nature), and second, it relates to the 4 basic elements Wind, Water, Fire, and Earth. By using aluminum bottles and containers the product line has the abil-ity to be recycled. There is a second option of buying ‘refill’ packs which allows for re-usability—further promoting the eco-friendly brand.
B R IEF /
O V ER V IE W /
A P P R OACH /
PG / 011
PG / 012
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A NATUR AL CLE AN / 1.1
PG / 013
PG / 014
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A NATUR AL CLE AN / 1.2
PG / 015
e l e m e n t s
e l e m e n t s
PG / 016
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A NATUR AL CLE AN / 1.3
PG / 017
PG / 018
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A NATUR AL CLE AN / 1.4
PG / 019
e l e m e n t s
FwFace Wash
FUSION4oz • 119mL
e l e m e n t s
CConditioner
FUSION8oz • 237mL
e l e m e n t s
SShampoo
SCORCH8oz • 237mL
e l e m e n t s
Body Wash
Bw8oz • 237mL
SCORCH
ele
me
nts
PPo
mad
e
WA
RP
8o
z • 23
7m
L
ele
me
nts
AsA
fter Sh
ave
SU
RG
E4
oz • 1
19
mL
e l e m e n t s
ScShaving Cream
WARP8oz • 237mL
e l e m e n t s
RRefill
Shampoo
SURGE8oz • 237mL
e l e m e n t s
RefillBody Wash
R8oz • 237mL
SCORCH
e l e m e n t s
FwFace Wash
FUSION4oz • 119mL
e l e m e n t s
CConditioner
FUSION8oz • 237mL
e l e m e n t s
SShampoo
SCORCH8oz • 237mL
e l e m e n t s
Body Wash
Bw8oz • 237mL
SCORCH
ele
me
nts
PPo
mad
e
WA
RP
8o
z • 23
7m
L
ele
me
nts
AsA
fter Sh
ave
SU
RG
E4
oz • 1
19
mL
e l e m e n t s
ScShaving Cream
WARP8oz • 237mL
e l e m e n t s
RRefill
Shampoo
SURGE8oz • 237mL
e l e m e n t s
RefillBody Wash
R8oz • 237mL
SCORCH
e l e m e n t s
FwFace Wash
FUSION4oz • 119mL
e l e m e n t s
CConditioner
FUSION8oz • 237mL
e l e m e n t s
SShampoo
SCORCH8oz • 237mL
e l e m e n t s
Body Wash
Bw8oz • 237mL
SCORCH
ele
me
nts
PPo
mad
e
WA
RP
8o
z • 23
7m
L
ele
me
nts
AsA
fter Sh
ave
SU
RG
E4
oz • 1
19
mL
e l e m e n t s
ScShaving Cream
WARP8oz • 237mL
e l e m e n t s
RRefill
Shampoo
SURGE8oz • 237mL
e l e m e n t s
RefillBody Wash
R8oz • 237mL
SCORCH
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
PG / 020
e l e m e n t s
FwFace Wash
FUSION4oz • 119mL
e l e m e n t s
CConditioner
FUSION8oz • 237mL
e l e m e n t s
SShampoo
SCORCH8oz • 237mL
e l e m e n t s
Body Wash
Bw8oz • 237mL
SCORCH
ele
me
nts
PPo
mad
e
WA
RP
8o
z • 23
7m
L
ele
me
nts
AsA
fter Sh
ave
SU
RG
E4
oz • 1
19
mL
e l e m e n t s
ScShaving Cream
WARP8oz • 237mL
e l e m e n t s
RRefill
Shampoo
SURGE8oz • 237mL
e l e m e n t s
RefillBody Wash
R8oz • 237mL
SCORCH
e l e m e n t s
FwFace Wash
FUSION4oz • 119mL
e l e m e n t s
CConditioner
FUSION8oz • 237mL
e l e m e n t s
SShampoo
SCORCH8oz • 237mL
e l e m e n t s
Body Wash
Bw8oz • 237mL
SCORCH
ele
me
nts
PPo
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8o
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RRefill
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SURGE8oz • 237mL
e l e m e n t s
RefillBody Wash
R8oz • 237mL
SCORCH
ele
me
nts
Fw Face
Was
h
FUS
ION
4o
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11
9m
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C Co
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ner
FUS
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Bw
8o
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SC
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PPomade
WARP8oz • 237mL
e l e m e n t s
AsAfter Shave
SURGE4oz • 119mL
ele
me
nts
Sc
Sh
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g C
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RP
8o
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23
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FUS
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4o
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FUS
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8o
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23
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Bw
8o
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23
7m
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SC
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e l e m e n t s
PPomade
WARP8oz • 237mL
e l e m e n t s
AsAfter Shave
SURGE4oz • 119mL
ele
me
nts
Sc
Sh
avin
g C
ream
WA
RP
8o
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23
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Fw Face
Was
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FUS
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4o
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11
9m
L
ele
me
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C Co
nd
itio
ner
FUS
ION
8o
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23
7m
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me
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ham
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SC
OR
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8o
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23
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me
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Bo
dy
Was
h
Bw
8o
z •
23
7m
L
SC
OR
CH
e l e m e n t s
PPomade
WARP8oz • 237mL
e l e m e n t s
AsAfter Shave
SURGE4oz • 119mL
ele
me
nts
Sc
Sh
avin
g C
ream
WA
RP
8o
z •
23
7m
L
ele
me
nts
R Ref
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ham
po
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SU
RG
E8
oz
• 2
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mL
ele
me
nts
Ref
illB
od
y W
ashR 8
oz
• 2
37
mL
SC
OR
CH
e l e m e n t s
FwFace Wash
FUSION4oz • 119mL
e l e m e n t s
CConditioner
FUSION8oz • 237mL
e l e m e n t s
SShampoo
SCORCH8oz • 237mL
e l e m e n t s
Body Wash
Bw8oz • 237mL
SCORCH
ele
me
nts
PPo
mad
e
WA
RP
8o
z • 23
7m
L
ele
me
nts
AsA
fter Sh
ave
SU
RG
E4
oz • 1
19
mL
e l e m e n t s
ScShaving Cream
WARP8oz • 237mL
e l e m e n t s
RRefill
Shampoo
SURGE8oz • 237mL
e l e m e n t s
RefillBody Wash
R8oz • 237mL
SCORCH
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A NATUR AL CLE AN / 1.5
PG / 021
PG / 024
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
/ 02
Regardless of any situation, how can good design ever be sacrificed?
THE NEW INDUSTRY STANDARD
Branding, User Experience
FO C U S /
United Airlines
CL IEN T /
Jeff Ho
IN S T RU C T O R /
Graphic Design 2
CL A S S /
Choose a company to rebrand, develop ways to improve customer interaction and user experience, and implement eco-conscious efforts.
The airline industry is one of the most highly criticized industries out there today. Rising fuel prices, extra fees for bags, and the chaos caused by late or canceled flights are all factors involved. A widely publicized change in the industry ocurred when United Airlines and Continental Airlines merged to become the world’s largest airline company comglom-erate. What caused a huge outcry was the identity system chosen for the new company—a mindless mash-up in which the United name was com-bined with the Continental logo, thus eliminating the infamous Saul Bass
“tulip” logo that United was known for. I saw this as a great opportunity to bring back some design credibility to United while employing more eco-friendly business solutions. Also, by boosting customer experience and satisfaction, United would gain a larger and happier consumer base.
In order to show growth and a shift towards the future in Airline indus-try standards, I felt that a completely new, fresh, and meaningful iden-tity was needed. The logo expresses the connections from place to place that were created when the two companies merged. It symbolizes that United Airlines is the center of the world's largest travel community.
B R IEF /
O V ER V IE W /
A P P R OACH /
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 THE NEW INDUSTRY STANDARD / 2.0
PG / 025
PG / 026
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 THE NEW INDUSTRY STANDARD / 2.1
PG / 027
PG / 028
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
U N I T E D
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 THE NEW INDUSTRY STANDARD / 2.2
PG / 029
PG / 030
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
TRASH LANDINGSEQUAL CRASH LANDINGS...
LEARN ABOUT UNITED’S SUSTAINABLE EFFORTS
AT UNITED.COM/SUSTAINABILITY U N I T E D
LESS EXCESS...CLEANER PROGRESS
LEARN ABOUT UNITED’S SUSTAINABLE EFFORTS
AT UNITED.COM/SUSTAINABILITY U N I T E D
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 THE NEW INDUSTRY STANDARD / 2.3
PG / 031
LESS EXCESS...CLEANER PROGRESS
LEARN ABOUT UNITED’S SUSTAINABLE EFFORTS
AT UNITED.COM/SUSTAINABILITY U N I T E D
LESS EXCESS...CLEANER PROGRESS
LEARN ABOUT UNITED’S SUSTAINABLE EFFORTS
AT UNITED.COM/SUSTAINABILITY U N I T E D
PG / 034
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 THE NEW INDUSTRY STANDARD / 2.5
PG / 035
LogoWelcometo
UNITEDMobile
BookFlights
FlightCheck-In
FlightStatus
SecurityUpdate
MileagePlus
©2012UNITED
Check-InHome
Mandatoryfieldsindicatedby*
*FirstName
*LastName
MileagePlusmember#
card#usedforpurchase
SanFrancisco,CA(SFO)
*DepartureCity
Continue Clear Quit
Remembermyinfountillogout
WelcomeHome
PresetSeatControls
Boarding
WELCOMEJoshSanders!
Youarenowcheckedinto
yourupcomingflight.The
followingcontainsallyour
detailsandboardingpass.
FlightPlans
U1986SFO-DTW
DepartureDate 18Dec2010
DepartureTime 09:30
ViewBoardingPass
PG / 036
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 THE NEW INDUSTRY STANDARD / 2.6
PG / 037
PG / 038
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 THE NEW INDUSTRY STANDARD / 2.7
PG / 039
U N I T E D
PG / 040
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
U N I T E D
FLIGHT
U1986GATE
24SEAT
5ABOARDING TIME
8:45PM
FL
IGH
T
U19
86
GA
TE
24
SE
AT
5A
BO
AR
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G T
IME
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MPASSENGER DATE
San Francisco Detroit
San
Fra
ncis
co
Detr
oit
JOSH SANDERS DECEMBER 20, 2010
PA
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SFO DTW
SF
OD
TW
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 THE NEW INDUSTRY STANDARD / 2.8
PG / 041
Why does hierarchy often become a mere afterthought?
A TOAST TO THE CAPITAL CITY
Packaging
FO C U S /
Stolichnaya Vodka
CL IEN T /
Tom McNulty
IN S T RU C T O R /
Package Design 4
CL A S S /
Develop an evolutionary design that improves upon the brand's existing design, and a revolutionary design that takes a whole new direction.
Stolichnaya (Stoli) is the number one imported imported vodka from Russia. It is a staple in bars and has a growing popularity among the young adult demographic. Stoli is recognizable by the strong red, white, and gold label bearing the popular Hotel Moskva—an iconic landmark in Moscow. Stolichnaya, derived from 'stolitsa,' translates to 'Capital City.' These elements all help distinguish the brand from competitors, but the design of the label itself is very congested and heirarchy is very hard to establish due to all of the information.
For the evolutionary design, I developed a two-piece label for the main facing area in order to help sort the relevant information. I returned the drawing of the Hotel Moskva back to the correct perspective and created a seal to establish the idea that Stoli is a quality imported product. For the revolutionary design, I chose a slightly tapered, yet rounded bottle to subtly reflect the architectural beauty of the Kremlin—also located in Moscow. Being that most traditional vodka bottles are transparent, I decided to make the bottle white in order to add a unique and mystical element to the vodka which helps stand tall amongst competitors.
B R IEF /
O V ER V IE W /
A P P R OACH /
PG / 042
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
/ 03
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A TOAST TO THE CAPITAL CIT Y / 3.0
PG / 043
EVOLUTIONARY DESIGN
PG / 04 4
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A TOAST TO THE CAPITAL CIT Y / 3.1
PG / 045
PG / 046
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A TOAST TO THE CAPITAL CIT Y / 3.2
PG / 047
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A TOAST TO THE CAPITAL CIT Y / 3.3
PG / 049
Current Design Evolutionary Design
1 2 3 4 5 6 7 8 9 10
PG / 052
CONSTANTLY CURIOUS /
REVOLUTIONARY DESIGN
JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A TOAST TO THE CAPITAL CIT Y / 3.5
PG / 053
PG / 054
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A TOAST TO THE CAPITAL CIT Y / 3.6
PG / 055
PG / 056
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
Current Design Evolutionary Design Revolutionary Design
1 2 3 4 5 6 7 8 9 10
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A TOAST TO THE CAPITAL CIT Y / 3.8
PG / 059
PG / 060
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
How can readers experience all of the information they read first-hand?
ACCESS DENIED
FO C U S /
Feliciano Type Foundry
CL IEN T /
Ariel Grey
IN S T RU C T O R /
Typography 4
CL A S S /
Promote a typeface by choosing a concept that resonates with it. Create a promotional set of books—one that develops the concept and the other as a type specimen display book.
The Stop Online Piracy Act (S.O.P.A.) was a huge push by government officials and the entertainment industry to put regulations and limits on internet use and access. The intention was to inhibit the illegal downloading of artistic copyrighted material, but it was written so poorly that it would have illegalized sites such as Wikipedia, Reddit, and all torrent or FTP sites. Even material on popular social websites like Facebook, Youtube, and Twitter could be affected.
As a modular-slab serif, Morgan Avec has a digital look and feel to it, which paired well with the topic of the internet. It also is part of a huge network of typefaces called the Morgan Project, which fit perfectly in the sense that the internet is the largest network we know. The concept for the books was to inform the reader about S.O.P.A. while at the same time introducing them to what life would be like if the legislations was passed. Multiple uses of censorship are in place throughout the books—meant to frustrate the reader by not allowing them to receive all the information that the books have to offer.
B R IEF /
O V ER V IE W /
A P P R OACH /
PG / 062
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
/ 04
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 ACCES S DENIED / 4.0
PG / 063
PG / 064
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 ACCES S DENIED / 4.1
PG / 065
CONSTANTLY CURIOUS /
PG / 066
JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 ACCES S DENIED / 4.2
PG / 067
PG / 070
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 ACCES S DENIED / 4.4
PG / 071
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nes
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ites
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tern
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ervi
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vid
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lock
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st f
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tu
rn, m
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at n
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cati
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spen
d s
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nce
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cou
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l w
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yrig
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ectu
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ld
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ts w
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ity
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d p
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guil
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R G
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RG
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”
Bil
l 326
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. 326
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a p
rop
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th
at w
as
intr
odu
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in t
he
Un
ited
Sta
tes
Hou
se o
f R
epre
sen
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ctob
er 2
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se J
ud
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mit
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ct
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igin
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urt
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y th
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ld in
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rrin
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ectu
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per
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aw
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rrin
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nes
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kin
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ch s
ites
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equ
irin
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tern
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vid
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lock
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ess
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ld p
ossi
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g ac
cess
.
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e b
ill
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bli
shes
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wo
-ste
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roce
ss f
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nte
llec
tua
l p
rop
erty
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hts
hol
der
s to
see
k re
lief
if t
hey
hav
e be
en h
arm
ed b
y a
site
ded
icat
ed t
o in
frin
gem
ent.
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e ri
ghts
hol
der
mu
st f
irst
no
tify
, in
wri
tin
g, r
elat
ed p
aym
ent
faci
lita
tors
an
d a
d
net
wor
ks
of t
he
iden
tity
of t
he
web
site
, wh
o, in
tu
rn, m
ust
th
en f
orw
ard
th
at n
o-
tifi
cati
on a
nd
su
spen
d s
ervi
ces
to t
hat
id
enti
fied
web
site
, un
less
th
at s
ite
pro
-vi
des
a c
oun
ter
no
tifi
cati
on e
xp
lain
ing
ho
w it
is n
ot
in v
iola
tion
. Th
e ri
ghts
hol
d-
er c
an
th
en s
ue
for
lim
ited
in
jun
ctiv
e re
lief
aga
inst
th
e si
te o
per
ator
, if
such
a
cou
nte
r n
oti
fica
tion
is p
rovi
ded
, or
if t
he
pay
men
t or
ad
vert
isin
g se
rvic
es f
ail
to
susp
end
ser
vice
in t
he
abse
nce
of a
cou
nte
r n
oti
fica
tion
up
on t
he
righ
ts h
old
er’s
re
ques
t.
Th
e se
con
d s
ecti
on c
ove
rs p
ena
ltie
s fo
r st
rea
min
g vi
deo
an
d f
or s
elli
ng
cou
n-
terf
eit
dru
gs,
mil
ita
ry m
ater
ials
, or
con
sum
er g
ood
s. T
he
bil
l w
ould
in
crea
se
pen
alt
ies
an
d e
xp
an
d c
opyr
igh
t o
ffen
ses
to i
ncl
ud
e u
nau
thor
ized
str
eam
ing
of
cop
yrig
hte
d c
onte
nt
an
d o
ther
in
tell
ectu
al-
pro
per
ty o
ffen
ses.
Th
e b
ill
wou
ld
crim
ina
lize
un
auth
oriz
ed s
trea
min
g o
f co
pyr
igh
ted
con
ten
t, w
ith
a m
ax
imu
m
pen
alt
y o
f fi
ve y
ears
in
pri
son
for
ten
su
ch i
nfr
inge
men
ts w
ith
in s
ix m
onth
s o
f o
ther
ch
arg
es b
ein
g fa
ced
an
d a
lleg
ed.
Th
e b
ill
pro
vid
es i
mm
un
ity
from
lia
bil
ity
to t
he
ad
an
d p
aym
ent
net
wor
ks
that
co
mp
ly w
ith
th
is A
ct o
r th
at t
ake
vol
un
tary
act
ion
to
seve
r ti
es t
o su
ch s
ites
. An
y co
pyr
igh
t h
old
er w
ho
kn
ow
ingl
y m
isre
pre
sen
ts t
hat
a w
ebsi
te i
s in
volv
ed i
n
cop
yrig
ht
infr
inge
men
t w
ould
be
liab
le f
or d
am
ages
. Th
is p
rop
osed
legi
slat
ure
is
a h
uge
th
reat
to t
he
inte
rnet
as
we
kn
ow
it, a
nd
vio
late
s th
e fi
rst a
mm
end
men
t.
“wit
h a
pen
alty
of
five
y
ears
in ja
il”
guil
ty
“FO
UN
D G
UIL
TY
FO
R G
OO
GL
ING
PG / 074
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
/ 05
Why not deliver an innovative product in an innovative way?
DEFY GRAVITY
Packaging
FO C U S /
Nike
CL IEN T /
Paul Kagiwada
IN S T RU C T O R /
Package Design 2
CL A S S /
Develop a promtional packaging system for a new shoe release.
When Nike comes out with a new shoe model, they need a quick and easy way to get that model in the public’s view. What better way to get that publicity than to ship a complimentary, promotional pairs of the new shoe model to celebrities and popular media outlets?
This promotional package showcases Nike's Lunarglide running shoe. Given the name and reference to outerspace that the shoes has, I felt the packaging for this shoe needed to portray that idea while remaining functional and interesting. For this reason, I designed the packaging based on the look and feel of a space cargo container.
B R IEF /
O V ER V IE W /
A P P R OACH /
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 DEF Y GR AV IT Y / 5.0
PG / 075
PG / 076
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 DEF Y GR AV IT Y / 5.1
PG / 07 7
PG / 078
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 DEF Y GR AV IT Y / 5.2
PG / 079
JOSH SANDERS / Design Por t fol io CONSTANTLY CURIOUS /
PG / 080
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 DEF Y GR AV IT Y / 5.3
PG / 081
PG / 082
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 DEF Y GR AV IT Y / 5.4
PG / 083
PG / 084
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 DEF Y GR AV IT Y / 5.5
PG / 085
PG / 086
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 DEF Y GR AV IT Y / 5.6
PG / 087
PG / 088
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
/ 06
What does it take to inspire the creative community?
INSPIRING THE CREATIVE
Packaging, Branding
FO C U S /
The Collective
CL IEN T /
Tom McNulty
IN S T RU C T O R /
Package Design 4
CL A S S /
Create a store that addresses a specific need in our society. Create an identity and packaging system for the store, along with identities and packaging systems for at least 3 sub-brands under the main store brand.
The Collective strives to deliver inspiration and the opportunity for individuals of all skill levels to create. At the same time, the store acts a the starting point to help build a community for artists and passing on the importance of art/ creativity to future generations.
To be an artist means something to us and we believe that every single customer, no matter age or experience, is an artist in their own way. Customers are able to experience an emotional connection with the brand and become a part of the art community when they visit the store and actively engage in community based events and workshops. The store's sub-brands cater to different audiences and each line has a unique personality. The children's line (Primary) is educational, fun, and non-toxic. The mid-price point, or craft line (Core) offers products for people who enjoy being creative as a hobby or are looking to start creating without paying the high prices of premium products. Apex is the premium line which consists of the highest grade products which are aimed at working professionals and students.
B R IEF /
O V ER V IE W /
A P P R OACH /
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 INSPIRING THE CRE ATI VE / 6.0
PG / 089
PG / 090
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
MAIN BRAND
Everyone interested in art and creativity
The Collective is the starting point for helping to build a community for artists and passing on the importance of art/ creativity to future generations. Products under this brand cover general supplies.
TA R G E T AU DIEN CE /
U S P /
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 091
PRIVATE BRAND
Children 1-7 yrs
Primary offers children fun and exciting art supplies. The packaging presents inviting drawings of animals and adds an educational element with the play on word/ letter association.
TA R G E T AU DIEN CE /
U S P /
PRIVATE BRAND
Art Enthusiasts/ Hobbyists—All ages
Core presents the everyday art enthusiast an opportunity to create with quality supplies at affordable prices. Covering a wide range of products, Core's packaging system is color coded to make finding the right materials quick and easy.
TA R G E T AU DIEN CE /
U S P /
PRIVATE BRAND
Creative professionals and art students
Core presents the everyday art enthusiast an opportunity to create with quality supplies at affordable prices. Covering a wide range of products, Core's packaging system is color coded to make finding the right materials quick and easy.
TA R G E T AU DIEN CE /
U S P /
INSPIRING THE CRE ATI VE / 6.1
PG / 094
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
PG / 095
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 INSPIRING THE CRE ATI VE / 6.3
PG / 096
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
PG / 097
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 INSPIRING THE CRE ATI VE / 6.4
PG / 098
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 099
UTILITYKNIFE
UTILITYKNIFE
Distributed By:
The Collective Creative Supplies
Portland, Oregon 65703-1037
Made in The United States of America
Quick Change Mechanism
DIE CUT
INSPIRING THE CRE ATI VE / 6.5
PG / 100
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 101
INSPIRING THE CRE ATI VE / 6.6
PG / 102
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 103
INSPIRING THE CRE ATI VE / 6.7
PG / 104
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WARNING: CHOKING HAZARDMAY CONTAINS SMALL PARTSNOT FOR CHILDREN UNDER 3
C is for
Features:
SIX BRIGHT COLORS
ALL NATURAL WOOD CRAFT STICKS
SMOOTH QUALITY
NON TOXIC
4 1/2 IN X 3/8 IN X 1/16 IN
THE COLLECTIVE CREATIVE SUPPLIESPORTLAND, OREGON 97209-1037
503 22241 2010 COLLECTIVEART.COMMADE IN THE UNITED STATES OF AMERICA
Tw
o Hu
ndred C
raft Stick
sW
OO
DE
N M
UL
TIC
OL
OR
PA
CK
A fantastic tool to stimulate the imagination. Creating with craft sticks teaches basic elements of construction and form. Flat projects are perfect for first time users, while 3-dimensional activities will challenge the more skilled user.
Wooden200C O U N T C O L O R E D S T I C K S
Tw
o H
un
dred
Cra
ft S
tick
sW
OO
DE
N M
UL
TIC
OL
OR
PA
CK
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 105
INSPIRING THE CRE ATI VE / 6.8
PG / 106
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 107
INSPIRING THE CRE ATI VE / 6.9
PG / 012
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 109
INSPIRING THE CRE ATI VE / 6.10
PG / 110
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 111
(Dr)DRAWING CORE Drawing covers the wide range of drawing products, from different substrates to various drawing materials. CORE Drawing has all things needed to kickstart the artist in everyone.
(Sc)SCULPTING CORE Sculpting provides all the necessary products to get started on your next 3-D project. Clay modeling, foam scultiping, wood building etc. CORE Sculpting has you covered.
(Bb)BOOK BINDING CORE Book Binding allows for the art of book binding to be at the fingertips of all who are interested in this craft. Products range from PVA glue, stitching, and binding materials.
(Pt)PAINTING CORE Painting includes everything the artist needs to complete their own masterpiece on the canvas. From brushes, canvases, paints and paint sets, CORE Painting provides it all.
(Ad)ADHESIVES CORE Adhesives covers all the artist’s needs for piecing together components of a project. Whether it be spray mount, fixatives, tape, or other bonding products, CORE is the sure bet.
(Gn)GENERAL CORE General includes products for storage, cross-media products, cutting and matting materials, and all other miscelaneous supplies that the creative individual may need.
PRO
DU
CT
GU
IDE
INSPIRING THE CRE ATI VE / 6.11
PG / 112
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 113
DESKTOPORGANIZERThe CORE desktop organizer is an essential piece of equipment for any artist who is using multiple utensils and/ or tools at the same time. The organizer has 9 metalprongs that easily bend to shape various positions to hold all of the busy artist’s tools.
Organizer readyfor use
Organizer in use(knife and ruler not included)
Distributed By:The CollectivePortland, Oregon 65703503-943-6767www.thecollective.comMade in USA Gn
9-PRONG BENDABLEORGANIZERCAN HOLDMULTIPLE TOOLS ALLAT ONCED
ESK
TOP
OR
GA
NIZ
ER
INSPIRING THE CRE ATI VE / 6.12
PG / 114
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 BUILDING A CREATI VE COMMUNIT Y / 6.0
PG / 012
PG / 116
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 117
INSPIRING THE CRE ATI VE / 6.14
PG / 118
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
COLO
RED
PEN
CILS
ARTIST’S
ARTIST’S
Dr
COLOREDPENCILS
24ct
CORE colored pencilsfeature artist qualitycolor that easily lays down and blends onmost forms of paper.
White
Yellow
Dark Yellow
Orange
Vermilion
Carmine
Bordeaux Red
Pink
Light Violet
Violet
Cobalt Blue
Light Blue
Dark Blue
Prussian Blue
Bice Green
Pea Green
Grass Green
Dark Green
Dark Ochre
Indian Red
Brown
Dark Brown
Grey
Black
24 COLORS
Dis
trib
uted
By:
The
Col
lect
ive
Por
tlan
d, O
rego
n 65
703
503-
943-
6767
ww
w.t
heco
llec
tive
.com
Mad
e in
US
A
WEEKS / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
PG / 012
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INSPIRING THE CRE ATI VE / 6.17
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/ 07
How can perception be changed while the information remains purely objective?
REVIVE A DYING CITY
Web Design, Branding
FO C U S /
The City of Detroit
CL IEN T /
Bob Slote
IN S T RU C T O R /
Graphic Design 3
CL A S S /
Create a brand presence and website for your hometown city.
The city of Detroit holds the national perception of a dying and rundown city—devoid of any economic growth or promise of jobs. However, in the last 5–8 years, there has been significant growth regarding renovation, entertainment, and economics.
In order to display this positive growth to the public, an identity that really resonated the essence of Detroit was paramount. The identity I created touches on the automotive history synonymous with Detroit as it has nuances and visual feel of a car emblem. It also represent the city coming full-circle and gaining life again. The website is designed as a purely interactive website, and it forces the viewer to “rebuild” Detroit by clicking on the buildings in order to access the information.
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DETROIT
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How can such an established company increase their brand experience?
EXPERIENCE THE ROAD
Packaging
FO C U S /
Harley-Davidson
CL IEN T /
Tom McNulty
IN S T RU C T O R /
Package Design 3
CL A S S /
Extend a company into a new but feasible product market.
Harley-Davidson is easily at the top of the motorcycle industry, and is a company that has developed an immense brand loyalty among its customers throughout the years. The company's consumer demographic varies widely, from the stereotypical rough, biker club member, to young adult CEOs of fortune 500 companies. There has even been a growing number of women who ride and live the Harley-Davidson lifestyle.
Harley-Davidson Home is the sub-brand that I chose to develop as Harley-Davidson's approach at entering the home appliance market. The sub-brand holds true to the brand equity of Harley-Davidson by providing high-quality products that are reliable yet fashionably designed. Allow-ing the Harley-Davidson lifestyle to be brought into the house of the consumer helps create an even stronger connection between consumer and brand. It offers the ability for the consumer to experience the thrill of riding their motorcycles even when they are away from the road.
B R IEF /
O V ER V IE W /
A P P R OACH /
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/ 08
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JOSH SANDERS / Por t fol io 2012 CONSTANTLY CURIOUS /
ESPRESSO MACHINEHARLEY DAVIDSON HOME
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Why make smaller changes when a full rebrand would be more beneficial?
A TEAM FIT FOR WINNING
Branding
FO C U S /
Detroit Lions
CL IEN T /
Andrew Cambouris
IN S T RU C T O R /
Identity 2
CL A S S /
Rebrand a sports team, airline company, or cab company.
The Detroit Lions NFL team have been a struggling team for the last two decades, and in 2008 they even went 0-16 in the season. The team has become synonymous with being a losing team, a team that ruins good players when they aquire them in the draft, and notorious for poor coaching and management. Back in 2010 the team completed a small rebrand, but it was such a slight change to the identity that they were still associated with being a losing team.
I believed that a complete rebrand was necessary—one that would help spark a winning, warrior-like spirit. The identity has nuances of the mechanical, industrial, and automotive era that is in Detroit's historical roots as a city and region. At the same time, it possesses very modern and technical characteristics, as if to suggest that the team is like an unstoppable machine, akin to the superhero Iron Man.
B R IEF /
O V ER V IE W /
A P P R OACH /
PG / 148
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/ 09
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William Clay Ford, Sr.Owner, Detroit Lions Inc.222 Republic DriveAllen Park, MI 48101wcfordsr@detroitlions.com313.262.2000
Josh Sanders
102 Bucareli Dr.
San Francisco, CA 94132
10/17/11
Dear Josh,
I want to thank you yet again for the hard work and time that you have put into our company’s rebranding and the new
identity that you have created for our team, the Detroit Lions. I feel the new logo perfectly portrays a new movement and
presents the team as a dominating force in the National Football League.
As I stated at the last time we spoke, we have already started to move forward with the application of the new identity
across our full product line, including: team wear and gear, merchandising, and all multimedia applications. I am pleased
to let you know that you will be able to see the implementation of the new identity beginning on the first of next month.
Again, I thank you for the hard work and thoughtful care when leading this important project.
Sincerely,
William Clay Ford, Sr.
William Clay Ford, Sr.Owner, Detroit Lions Inc.222 Republic DriveAllen Park, MI 48101
William Clay Ford, Sr.Owner, Detroit Lions Inc.222 Republic DriveAllen Park, MI 48101wcfordsr@detroitlions.com313.262.2000www.detroitlions.com
William Clay Ford, Sr.Owner, Detroit Lions Inc.222 Republic DriveAllen Park, MI 48101
William Clay Ford, Sr.Owner, Detroit Lions Inc.222 Republic DriveAllen Park, MI 48101wcfordsr@detroitlions.com313.262.2000www.detroitlions.com
William Clay Ford, Sr.Owner, Detroit Lions Inc.222 Republic DriveAllen Park, MI 48101
William Clay Ford, Sr.Owner, Detroit Lions Inc.222 Republic DriveAllen Park, MI 48101wcfordsr@detroitlions.com313.262.2000www.detroitlions.com
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// Introduction
The correct use of the Detroit Lions’ new identity is essential in promoting, maintaining, and protecting the equity and value of what the team and franchise is known for as a team and brand in the NFL.
These guidelines have been created along with the new identity to help direct the implementation of the Detroit Lions visual expression. They are meant to provide an in-depth understanding of the mechanical structure and makeup of the Detroit visual communications system.
Following these brand specifications and all standards that are discussed in these guidelines will ensure consistency and a visually sound brand presentation along all forms of application.
// Contents
Signature 5_ Signature 6_ Signature Separation 7_ Specifications 8_ Clear Space 9_ Minimum Size 10_ Signature Colors 11_ Color Specifications 12_ Typography 13_ Unacceptable Use 14_ Acceptable Background Use 15_ Unacceptable Background Use
Graphics and Photography 17_ Secondary Graphics 18_ Variations in Use 19_ Photography
Application Examples 21 - 35
Graphic Assets
Old Identities
New Identity
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/ 10
What a great idea, why does the design not reflect that?
BREAKING THE MOLD
Packaging
FO C U S /
Urban Legend Cellars
CL IEN T /
Tom McNulty
IN S T RU C T O R /
Package Design 3
CL A S S /
Redesign the packaging system for a local winery. Develop designs for two different price points: a $20 Cabernet and Chardonnay, and a $100 Cabernet Sauvignon complete with gift box.
Enjoying great wine is very prominent in the bay area due to Napa and Sonoma being only an hour or so away. However, the majority of the bay area is an urban environment—far from the rural atmosphere of the afformentioned areas. Urbanites need a wine that fits their taste: fast paced city life, bold, refreshing, artsy, and modern. Enter Urban Legend Cellars. Urban Legend is located right on the waterfront of Oakland’s ironworks district. The convenience of having a winery that caters to the urbanite’s lifestyle so close by gives Urban Legend such an opportunity for growth and popularity amongst the young adult city dweller.
With such a unique approach and young, urbanite target demographic, Urban Legend's packaging needs to be equally unique and eye catching. I first designed a new identity to help appeal to the young adult audience.The company's color palette is unlike anything that originates in Napa or Sonoma, and I saw that as the starting point for bringing their packaging to the next level. Paired with the use of bold colors, elements of the ur-ban environment have been implemented as secondary graphics, helping to complete the new look and feel of this modern, city-based winery.
B R IEF /
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/ 11
What makes a well-designed logo successful?
IDENTITY
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e l e m e n t s
e l e m e n t s
LEGIONNAIREC O M B A T A T H L E T I C S
LEGIONNAIREC O M B A T A T H L E T I C S
JOSH SANDERS / Design Por t fol io
SPORTING GOODS
SPORTING GOODS
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e l e m e n t s
e l e m e n t s
LEGIONNAIREC O M B A T A T H L E T I C S
LEGIONNAIREC O M B A T A T H L E T I C S
SPORTING GOODS
SPORTING GOODS
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HAMMERHEADSs u m m e r l e a g u e
HAMMERHEADSs u m m e r l e a g u e
JOSH SANDERS / Design Por t fol io
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HAMMERHEADSs u m m e r l e a g u e
HAMMERHEADSs u m m e r l e a g u e
S
S
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DETROIT
DETROIT
U N I T E D
U N I T E D
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PG / 189
S
S
DETROIT
DETROIT
U N I T E D
U N I T E D
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All Rights Reserved. No portion of this publication may be reproduced, stored in a retrieval system, or transmitted in any form as well as by any means electronic, mechanical photocopying, recording, or otherwise without permission of the copy right holder.
C O P Y R IG H T © 2012 J O S H S A N D ERS /
586 943 7766
79 New Montgomery St. San Francisco, CA 94105
Mary Scott
Constantly Curious
Giant Horse Printing
joshsandersdesign@gmail.com
Senior Portfolio
Chronicle Text G1, Flama
Finch 100lb text
joshsandersdesign.com
Mary Scott
Josh Sanders, Jin Fujiwara, NASA
The Key Bindery
P H O N E /
ACA D EM Y O F A R T U NI V ERS I T Y /
D EPA R T M EN T CH A IR /
T I T L E /
P R IN T ER /
EM A IL /
C O U RS E /
T Y P EFACE S /
PA P ER /
W EB /
IN S T RU C T O R /
P H O T O G R A P H Y /
B IN D ER /
JOSH SANDERS
This wouldn’t have been possible without all of your help.
A huge thanks to my mom and dad for all the help and support. With two computers and a full semester's worth of work stolen, they helped me get back on track. Also to my aunt Helen, who helped when I needed it most. This book would not have been possible without them.
To Roland Young, Ariel Grey, and Mary Scott—thank you all so much for your guidance and insight. I have learned much under your direction. A special thanks to Sami Saaud and Tom McNulty for really pushing and inspiring me to challenge myself daily. You both have had the biggest influence on my abilities as a designer.
To all my friends who offered feedback or support at any point in my journey—thank you. To all my roommates, previous and current, who put up with me calling them into my room for input countless times per day, thanks for offering a fresh set of eyes whenever I needed them. A special thanks to A.K. for opening my eyes to the Academy of Art University and motivating me to move out to California. Without your help, who knows where I'd be right now. Lastly, all of the thanks in the world to Allison Wudel for the countless hours of keeping me company during late nights and lending a helpful hand whenever you could. It is safe to say that without you, I would not be where I am right now. From the bottom of my heart...thank you.
FA MILY /
T E ACH ERS /
F R IEN D S /
CONSTANTLY CURIOUS /JOSH SANDERS / Design Por t fol io
JOSHSANDERSDESIGN.COM