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CASE STUDY

HUMBOLDT FARMS

Brand Identity, Initial Packaging Design,
Brand Story, Messaging

A soup-to-nuts brand strategy, identity, messaging, and 360° packaging project with Tajima Creative Partners, to position California's premiere organic cannabis company in a growing market. Visual identity development with Aimee Epstein, Elaine Tajima, and John Sabel went hand-in-hand with sustainable packaging design, promotional materials and swag, to create an iconic corporate identity for a historic company's reveal.

Not since Prohibition has such a taboo product entered a national marketplace.  As California's leading organic and sun-grown cannabis company, Humboldt Farms aimed to create a brand identity in line with its core values: accessibility, community, holistic health, magic and whimsy, connection to nature, and their motto of "choosing kindly for the planet and ourselves."

The identity centers around the iconic Humboldt Farms VW Vanagon, which retains its anchor as an emblem of freedom, adventure, and connection to the natural world.  As the van travels across local Humboldt County locations, the effect of each Humboldt Farms product - whether elevating, calming, community-oriented, meditative, celebratory - is reflected in the sky and scene in which the van appears, either solar, lunar, in motion, or calm.
 
The Humboldt Farms logo reigns over each illustration as a sun or moon depending on the product's intensity, effects, or health benefits.  All packaging is 100% recyclable and sustainable in its design, production, and disposal.
Credits
Logo: Tajima Creative Partners; concept and key art design: Jacob Kemp; final illustration & package designs: Aimee Epstein
 

POINT8

Corporate Identity and Stationery Design

Identity, Tone of Voice, Stationery,

and Promotional Materials for a global charity campaign challenge.

The identity is anchored by the challenge's concept: to donate 0.08% of an individual year's salary to a pre-approved charity.

Additional visual play on the numerical 8, the letter "g", and the icon of a caring figure provide opportunity for a singular, iconic visual representation of the organization's ideals.

CASE STUDY

ANGELS IN AMERICA

Key Art, Campaign, and Environmental Graphics

Tony Kushner's celebrated epic receives a definitive, minimalist, and rogue look emblematic of the New Wave of the 1980s and vandalous street art.

 

PART 1

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Logotype in Coolvetica applies a fresh approach to the ubiquitous Helvetica of the New York Subway system. 

 

Paint drips below a piercing, vandalous insertion, echoing the negative space within the "A" of America.  The two paint drips, from afar, reflect the wings of the great angel appearing at the end of the play.

A landmark play known for its poecy and scope received a iconic, minimalist, look for it's revival at Yale.

 

Simplifying the play's interwoven themes of contrasting points of view, bureaucratic red tape, divine intervention, blood lines, and the fight for HIV treatments -- stars and stripes intersect across flat, black & white design elements, while the ubiquitous red and blue flag forms collide to form a pink "ACT UP" triangle.

The play's subtitles are typically seen with the use of a colon to define it's section's name -

PART ONE: 

Concept art elevated the themes of the gay rights movement to reflect the burgeoning push for federal, legal marriage rights for all, as seen in the Equal Rights Campaigns for housing and marriage key art and logos.

SCHOCHET

Corporate Identity and Stationery Design

Identity, Stationery, and collateral for a Boston-based realty company, specializing in equal opportunity housing.

 

CASE STUDY

 

TANDEM

Identity, Creative and Graphic Design

Identity for Yodlee Envestnet's potential banking application, geared to help users save money and organize budgets in an accessible, optimistic user experience.

An extensive draft period, resulting in varied design directions, led to a validation of the application's goals: first and foremost: security, but also, feelings of prosperity over feelings of wealth, as well as an excitement to pursue financial education. 

 

A new direction was pursued to find a reflection of these keystone ideas, as well as the  simplicity and ease of use.

A new logotype, emphasizing movement and origami, provided a sense of mathematics and organization while retaining a sense of play. 

 

This visual language extended into the logo, illustrating participation, fellowship, harmony, and the brand motto of being "financially strategic without being stuffy."

SONIC YOGA

Campaign Strategy, Creative Direction, Copywriting and Brand Story, Promotional Collateral 

Creative direction, thoughtful copywriting and tone of voice for New York City's famed yoga studio in the heart of Hell's Kitchen.

 

ADDITIONAL WORK

 

LOGO & IDENTITY DESIGN

ADDITIONAL WORK

KEY ART & POSTER DESIGN

 

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