A la Mode is a fashion, music and lifestyle magazine based out of Los Angeles, California. A la Mode is shaped by the local community and takes an avant-garde approach. The publication targets hip, young, readers ages 16–30 who appreciate great design, fashion, and music.
To keep their audience engaged and excited, A la Mode issues vary both typography and photographic styles. Expressive typefaces are used to communicate energetic attitude and personality. Featured photography by Nick Fancher illuminates spreads with vibrant colors and dark monochromatic tones. The typeface used for the body copy, Archer, reels the brand back from its sometimes wild type choices, contributing a balanced temperament.
This publication is punctuated by typographic versatility and colorful, saturated photography. With a consistent, bold masthead the magazine decidedly stands out on the crowded rack. The editorial brand is a quintessential representation of its name with stylistic design trends marked by spontaneity and energy.
Hotel Habibi is a tasteful, retro-inspired boutique hotel fueled by it’s location in Palm Springs, California. Hotel Habibi, meaning “beloved hotel”, is a chic yet free-spirited getaway with 70’s style furniture and design. It’s big comfy couches and attentive service and staff deliver an original, invigorating experience that attracts discerning guests ages 25 - 40.
Various typefaces were used to capture this eclectic brand, rooted both in the 1970’s and Modernism. Univers was used for it’s clear, legible, objective form coupled with Courier New, Barley Script and Franklin Gothic incorporated into applications to bolster the vintage, 1970’s vibe. The treated photography and color system were used to help differentiate packaging components and the hotel’s amenities.
Hotel Habibi is an attractive lifestyle brand, capturing the interest of its target audience via social media. The web and mobile site promotes positive user experience with accessible book-now buttons. The vintage typography, photography and color palette evoke serenity, and the warm and inviting staff ensure customer satisfaction. Guests become enamored with this sweet hotel and find it’s hospitality, style and nostalgic energy irresistible.
Verve is a high-end nootropic beverage that is proven to give your mind an extra boost. “Nootropics” are known as smart drugs and natural supplements that aid cognitive function and repair. The word comes from a Greek word, “nous” meaning “mind” and “trepein” meaning “bend.” This directly applies to Verve’s target market of ambitious, hardworking individuals ages 25–40 who are interested in “neurohacking” or prompting their mind and body for better performance.
Verve’s numbering system supports the systematic use of the brand. The font Rails was used for the numbers and logo to give Verve a technical feel. Gotham communicates the brand’s functional benefits in a straightforward, utilitarian way.
Verve is marked by the use of colorful bottle packaging and systematic numbering to distinguish the brand’s architecture. Small frosted glass bottles serve to communicate potency and quality. These functional, distinct elements make it easy for consumers who are drawn to simplicity in a world that never slows down.
Saiko Sake is an Americanized sake label inspired by a story from ancient Japanese mythology. The storm God, Susanoo, was banished from heaven by his sister Amaterasu to the province of Idzumo. While on earth, Susanoo proves his worthiness by rescuing a man’s last surviving daughter from her fate of being sacrificed to an eight-headed dragon. Susanoo instructs the man to brew eight-fold sake, to make eight cupboards and in each of them set a tub filled with sake. The dragon consumed the sake and drifts into a drunken stupor. Then Susanoo drew a ten-span sword and chopped the serpent into pieces, finding a sword in the dragon’s tail to present to his sister as a reconciliation gift, and rescuing her from an almost certain fate. Storytelling gives life to brands and takes the consumer on a journey they yearn to experience. Saiko Sake is defined by its humanistic storytelling and illustrative style. Saiko Sake targets men ages 25 - 40 and challenges their audience to unleash imagination and embark upon an adventure.
To communicate the modern style of the brand, I kept the logo simple and modified it in a way that makes Saiko, meaning the greatest, easier to pronounce. The typeface, Tungsten, evokes trust and authenticity. The label is embedded in the waves and interacts with the illustration. This elegant and playful interaction is catchy and differentiates Saiko as not only a unique americanized sake brand, but also an illustrative label. To embellish special editions and limited releases, abstract tissue paper decorates the bottle, providing spunk, an air of exclusivity and flair. The bottle tag concisely describes the sake flavor and is illustrated as an engaging infographic, to quickly summarize information about the product. The brand passionately evokes trust, and invites consumers to be bold, daring and different.
MUSEUM OF PHOTOGRAPHIC ARTS
The Museum of Photographic Arts in San Diego, California is known for its diverse curation of photographs. For the winter exhibit of 2017, MOPA wanted a fresh look for their youth exhibit and chose the theme Boundaries. This theme challenged youth from around San Diego to submit photographs based on how they interpreted emotional and physical boundaries. This exhibit was focused on a demographic of children and young adults, ages 8–22, in San Diego.
Boundaries was distinguished by a bright, CMYK based color palette to reflect energy and youth. The typeface, Gotham, was used for the logo, with deconstructed letterforms that broke the boundaries of letters. Geometric shapes, gradients, and lines were added to break square images and push the boundaries of two-dimensional forms. MOPA also wanted to add a divider in the middle of the exhibition space to feature more photography and interactive components. To solve this problem, a self-supporting S-shaped divider was designed and swiveling panels were attached to showcase more photography. Vinyl shapes were applied on both sides of the divider wall to keep it cohesive with the rest of the exhibit.
MOPA’s director thought the youth exhibit was the freshest design that had ever been done at the museum. The vigorous colors popped off the wall and children enjoyed the interactive, swiveling panels. The deconstructed logo, vibrant colors, and interactive divider pushed the limits of anything MOPA had ever done before, which, in turn, pushed the boundaries of MOPA’s brand.
New York City has many French restaurants, but none as unique as La Moufette. What sets La Moufette apart is its educational French experience—patrons can choose to book a private dining event with a sommelier or cheese monger in La Moufette’s formargerie. By focusing on fine dining and gastronomy, La Moufette evokes French sophistication, yet invites patrons to pursue cultural understanding. The restaurant targets upper-middle class foodies, ages 25–40.
For typography, I chose to work with Neutraface and ITC Stoclet. Neutraface gives the brand a vintage feel and ITC Stoclet adds an Art Nouveau touch. These combined typefaces emanate a sophisticated, yet hospitable vibe. La Moufette’s name, logo and color palette is influenced by The Skunk, a book by Mac Barnett and Patrick McDonnell. The pairing of a man in a tuxedo and a skunk, inspired the black and white juxtaposed concept.
La Moufette’s limited color palette keeps the brand elegant and chic. The website is user-friendly and entices customers with excellent food photography promoting online reservations. La Moufette is an attractive brand that keeps it simple by inspiring customers to discover and learn more about all things French.
Chosen Foods is a natural food product company located in San Diego, CA. They are most known for their avocado oil, but Chosen Foods also has a plethora of condiments, specialty oils, seeds and grains to delight any health food fan. This friendly, casual, lifestyle brand grew quickly and wanted to update their look to appeal to a more youthful audience. The brand targets nutritionally savvy young adults, parents and their families ages 20 - 45 who are looking to make more healthy choices in their lives.
For 2016’s Natural Product Expo West, Chosen Foods drew upon the authentic experience of being in a kitchen and cooking with family. The furniture choices reflect a relaxed vibe, and the layout promotes a natural flow throughout this corner event space. The hints of green deliver a pop of color and a sprinkling of plants, serve to invigorate the space.
Chosen Foods is driven by its earthly color palette, friendly typography, and simple photography. Their web interface reflects who they are, a wholesome ingredient company. Chosen Food’s also invites the audience to get educated on making healthy choices by using interactive web components and promotional collateral. Their cheeky, typographic patterns incorporate humor and authenticity to the brand. With a clear, on point brand voice they convey the core benefits that promote a healthy lifestyle.
DEF CON Conference Branding
Def Con is the largest underground hacking conference that takes place annually in Las Vegas, Nevada. In order to stay true to hacker style, this conference takes an innovative, experimental approach and reflects on the ambiguity surrounding this subculture. Def Con targets predominantly males, aged 20–45, attracting hackers, corporate IT professionals, and government agencies who all come to explore the latest in hacker discoveries.
The conference theme was inspired by the hacker term, crypto or encryption. The use of patterns and layered design elements evoke a hidden, disguised feeling, as some hackers prefer to keep their identity anonymous throughout the conference. The logo was created out of a triangular pattern, which gives the conference a rigid, masculine feel. The typeface, Audimat, was used to communicate the tech personality of the event. The grid and type components combine to give the conference a bold, austere appearance, while the red and blue color palette bring a spark to the otherwise simple, monochromatic brand.
The triangular layered graphic elements and color provide a new look for Def Con 26. The website is pleasantly simple and the photography treatment unifies the color palettes. The brand voice is bold and strong, a statement for this subculture that typically flies under the radar.