Drawing

Illustration

Photography

Trademarks

Cover Design

Ads

Brochure

Poster

Collateral/Sign

Marketing

Web Design

A 2 3 4 5 6 7 8 9 0 J

Jonathan Carlson“Jack of all trades”

Also...A flip to the inside back page reveals a look back at my previous portfolio (V4.0) and how evolved to what it is now.

Direct contact:

jonathan@tlchpoto.ca

Tel: 705.586.6325

Address:

308 Morris St.Sudbury, ON, CanadaP3B 1B3

5.3Portfolio

SPECIAL MENTIONS: you’ll also find a few un-categorized pieces with this orange label.

Copyright 2010, Jonathan Carlson. The material in this booklet cannot be reproduced in any form without obtaining my permission.

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1. Cartoon Animals (1998) Learning Exercise, Broadcast Promotions Firm. 8.5 X 11”, Pencil. This is a study in charac-ter drawing. This was a typical excercise during my place-ment - to adopt professional techniques in drawing figures which could be later used for animating.

2. Still Tuba (2001) Student Exercise, Cambrian College. 18 X 24”, Pencil. There are several challenges that are met when drawing objects in live settings. Certain rules must be applied for realistic results. As preparation for this piece, I considered several techniques in achieving an accurate rep-resentation of the tuba’s form. Because there were so many pieces to the tuba, attention to perspective and foreshort-ening were applied. The other techniques which went into this piece as well as many of my other drawings include the

perceptual use of mechanical aids, negative space, and right brain drawing.

3. John F. Kennedy (1998) Broadcast Promotions Firm. 8.5 X 11”, Pencil. One of several facial studies in a series of celebrity portraits. These studies were conducted to improve my skills in drawing realistic portraits of people that are recog-nizable by the public majority.

4. Mark in a Mess (2001) Student Exercise, Cambrian Col-lege. 18 X 24”, Willow & Pencil Charcoal. At first glance, this poor hockey player seems to be displaying brutal signs of hits and falls from a long and painful hockey career. But in fact, these alterations in the rendering are made by a technique known as warped grid. To accomplish this, a photograph is first placed over-top a perfect grid. The horizontal grid lines are then stretched in areas of the composition for dramatic results. Each square of the grid is drawn using right brain technique for an unbiased translation of the original source.

5. Muscular anatomy (1998) Broadcast Promotions Firm. 8.5 X 11”.

3. Katharine Hepburn (1998) Broadcast Promotions Firm. 8.5x11”, Pencil.

Drawing

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Illustration1. The Pet Shrinks (2005) AHA Design. 8 X 10.5” Ad Space, Adobe Illustrator, Wacom Intuos II Graphic Tablet. The client wanted a stylized cartoon and have it contained within a fully encompassing banner which would contain a business name and when it was established. The palette of colours total three in all and were chosen with a rustic tone. The ad ran in three pet related magazines in Southern Ontario.

2. Krying Keys (2000) Student Project, Cambrian College. 14 X 18”, Acrylic Paint. As an accomplished musician, I wanted to represent the emotions and fluidity typically found in classical music using fast brush strokes and a liberated structure of composition.

3. School Gear (1999) Student Project, Cambrian Col-lege. 14 X 18”, Paper. While most illustrations are restricted to media choices such as oils and acrylics, the method of paper manipulation and light modulation is one that is never considered. While this effect may be highly time consum-ing requiring great diligence, its unique aesthetics make this media an attractive choice for illustration

4. Model in Color Separation Scheme (1999) Student Proj-ect, Cambrian College. 18 X 24”, Acrylic Paint. Rather than simply paint this woman’s figure and clothing with the same colours as the original source I decided to separate and slice the colours for the sake of attempting a multi-monochromat-ic color exercise. The background was set into a checker-board pattern - a style which I was using within some of my self-promotional material.

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Creativity aside, I won’t deny that a great deal of my portfolio must be partly attributed to the power of today’s computers and the many programs aimed at designers. It’s faster than ever to arrive at all kinds of attractive looking solutions. And computer-aided tools help them look their very best. However, I feel there is and always will be an area of communications where the success of its practice is primarily dependent on the skills of its operator; photography. For me, photography is still an area of my profession which I’ve yet to fully explore. Although I’ve spent my time in the dark room and have graduated to the convenient world of digital photography, I still manage to hit creative walls based on the many physical limitations that come with being a junior designer. For one, my short geographical reach limits the variety of scenery found in my shots. Also, not having a particular type of (expensive) lens can contribute to the loss of a desired, out-of-reach shot. Nonetheless, my artistic instincts help me adapt to these sort of challenges and, every now and then, I’m able to treat the viewer with a snapshot of time that that can be enjoyed for years to come.

When I’m out attending important events, I’m usually busy in the background with my camera looking for an ideal opportu-nity of candidness and genuineness. I’ve refrained myself from taking too many planned compositions. You know the kind - having people carefully positioned in front of a favourite choice of background focusing their attention towards the viewer. In-stead, I prefer to step to the side and capture an unrehearsed, more natural moment.

Other images which make my collection are black and white pictures. After I’ve analyzed my initial shots, there are in-stances when I feel that its colours are more of a distraction and weaken the overall composition. Often, contrasting grey values are all that’s needed to present an effective photograph.

Other types of photos and photographic techniques that make my collection include macro lens, live model, landscape, geometrical, and light-source.

Photography

SPECIAL MENTION: Toronto Skyline (2000) Student Exercise, Cambrian College. 12 X 16”, Adobe Photoshop

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Trademarks1. Image Video (2005) Image Video.

2. Pacific Range Hood Limited (2004) Industrial Graphics & Words.

3. QuintEssential Credit Union (2004) Signature Group Inc..

4. J.C. Piano Lessons (2006)

5. Crux Bookstore (2003) AHA Design.

6. Optimum Fitness (2006) AHA Design.

7. LP Paralegal (2005) Industrial Graphics & Words.

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coverdesign2 3

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1. N.N.O.C. (2006) Carlson Design. Adobe Illustrator CS2, Adobe PhotoshopCS2, Adobe IndesignCS2. Before the client could distribute their DVD training video, a re-branding phase was essential since the product was without an effective brand - a tool to help identity the product and create visual interest to entice customers to make a purchase. My time budget was restricted to 10 hours, and that included design-ing a logo for N.N.O.C. as well. Despite this constraint, a complete product brand (and company logo) was delivered and received with much approval.

2. UBRT Business Directory 2005 (2004) Laurentian Publishing. 8.5 X 11”, Adobe Photoshop, Illustrator, Quark. Technology was our most effective symbol, and this cover concept clearly illustrates the lists as they exist both on pa-per and on the web.

coverdesign3. NOB Awards (2004) Laurentian Publishing. 8.5 X 11”, Adobe, Photoshop, Quark. Awards were held in Sault Ste. Marie and so a strong feature of the city would be best to establish a theme for the event’s collateral and booklet. The train, an iconic trait of the city, was an ideal symbol since it could be used to illustrate the idea of progression and a direction towards future success.

4. Second Annual Community Builders (2000) Laurentian Publishing. 8.5 X 11”, Adobe Illustrator, Photoshop, Quark. This booklet was handed out the night of the awards event. The cover was to convey the excellence of the celebration. Colours remained close to the company’s red, while neigh-bouring colours were used to create depth and emotion.

5. Nerd Magazine (2001) Cambrian College, Student Exer-cise. 8.5 X 11”, Adobe Photoshop, PageMaker, Macromedia Freehand.

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1. UBRT Ad (2004) Laurentian Publishing. 6 column X 196ag, Adobe Photoshop, Quark.

2. Grow into success ad (1999) Laurentian Publishing. 8.5 X 11”, Adobe Photoshop, Quark. I came up with this ad which ran in a special parenting guide. We shot this picture at our home using my friend’s son as the successful paper carrier. The ad was very successful and it was re-used in several dif-ferent ad formats afterwards.

3. Mexico Prepaid Ad (2004) Laurentian Publishing. 9 col-umn X 175ag, Adobe Photoshop, Quark. I created this ad at the peek of winter time with all of its freezing fury. It was an enjoyment diving into warm and rustic images of Mexico for this vacation contest ad.

Ads

NAME

ADDRESS

PHON

Method of Payment cash cheque

TYPE OF CARD

CARD NUMBER

Please return this form and payment to our office or to your carrier. Your name will also be automati-cally entered into our monthly draw for $500.00!

northernlife.ca158 Elgin St. Sudbury, ON P3E 5C4

3.

Northern Life is turning up the heat this winter with a new draw!Imagine - sun, sand and the spicy surroundings of Mexico. Prepay your Northern Life Subscription of $44 and you will be entered for a chance to WIN a one week, all inclusive trip for two to the beautiful Barcelo Maya Beach Resort in Mexico, valued at $4,000!

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Brochure

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1. Careers & Opportunities Brochure (2005) Laurentian Publishing. 11 X 17”, Adobe Photoshop, Quark.

2. Pacific Range-Hood Ltd., Aeres Brochures, Logo (2003) Industrial Words and Graphics. 8.5 X 11”. Adobe InDesign, Photoshop.

SPECIAL MENTION: 5. Baby Caresse (2001) Personal Project. 18 X 24”, Willow & Pencil Charcoal.

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1. Huntington University (2003) AHA Design. 8.5| X 11”, Freehand, Acrobat. While studying music in my first semester of University I was asked by the head dean to create a poster which would promote an upcoming music seminar. The requirements for the job were simply that it contain a title and date of the event. The budget allowed for three colours. I planned to cre-ate a theme which related to the musical style of the study. I chose Pablo Picaso’s Three Musicians. I gave it a stream-lined style conveying a modern feel. This visual marriage of old and new was to relate to the two musical genres of the seminar.

2. IW Nomination Poster (2005) Laurentian Publish-ing. 11” X 17”, Photoshop, Illustrator, Quark. Poster promoting awareness about the event which essential-ly casts light on influential business women in Northern Ontario.

Poster

SPECIAL MENTION: Cosmic Chaos (2000) Student Exercise, Cambrian College. 15 X 15”, Pen & Ink.

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Collateral/Sign11. NNOS Breakfast Series

(2004) Laurentian Publish-ing. Various Signs, Illustra-tor, Photoshop, Quark. Collateral consisted of advertising, name tags, & stage/podium signs.

2. CBA Billboard (2004) Laurentian Publishing. 20 x 8’, Illustrator. The billboard was erected to generate public awareness by provid-ing key event details as well as enforcing our brand.

SPECIAL MENTION: The Life Cycle of an Idea (2003) Personal Exercise. 17 X 17”, Adobe Illustrator. This piece was originally realized while I was brainstorming for a logo in the same way the character below is doing. Every designer goes through a similar process when forming an idea; they first grab a visual from their surroundings or their memory and expand upon them to make them unique. The product of this

transition is then refined and adjusted based on further con-siderations of treatment. The ideal conclusion to this process then ends by receiving client (or boss) approval, allowing the idea to blossom as a functional piece of branding in a world of noise and competing messages. The idea of illustrating this everyday evolution seemed fresh and unexplored and so I decided to do it using a streamlined, orange based design.

SPECIAL MENTION: The Life Cycle of an Idea (2003)

Left Page: Perception in the mar-ket: cube campaign (2002) Cambrian College. 8.5 X 11”. Adobe InDesign, Adobe Photoshop. Since my growth through college, I’ve been increasingly aware of my strengths and weakness-es as a designer. In my ads, I intended to make unavoidably clear two of my artistic strengths: 1. Attention to simplicity in form and function. 2. My control of continuity from one piece to the next.

Being a mere fish surrounded by schools of competition, I needed to isolate my selling point thus distin-guishing my advantage over the bigger fish’ bite. One of my strengths as a designer is being able to analyze and dissect a company for what it embod-ies and thus expressing the core of its “personality” and placing its purest traits into light. In my ads, I focused on the advantage a business would have by owning an effective brand within their market and how essential that is in today’s visually driven society.

Right Page: Chilly Beach Comics Campaign (2004-2005) Laurentian Publishing. 8.5 X 11”. Adobe InDesign, Adobe Photoshop. Sudbury is proud that CBC Television’s Chilly Beach is created here. It was only fitting that Chilly Beach make their comics debut in the city’s most community based newspaper, Northern Life. A series of teaser ads were printed before they of-ficial debuted with their regular, weekly format. For further revenue, I concep-tualized the integration of a hockey arena which provided real-estate for businesses to display advertising along the rink boards.

Marketing

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1. El-Equip Inc. Website (1996-2001) El-Equip Inc.. Adobe Photoshop, Macromedia DreamWeaver. This is one of the pages from the company’s third edition website.

2. Camp Norland Christian Ministries (2006) Carlson Design. Adobe Photo-shopCS2, Macromedia Dreamweaver MX 2004. The Camp Norland website was rede-signed with nature as the forefront theme which integrates with the content. Each web page utilizes an aspect of Norland’s environmental surroundings and is built into the page layout; a tool that should draw the viewer into the true essence of the camping experience.

3. Image Video (2006) Carlson Design. Adobe Illustrator, Adobe Photoshop, Macromedia Dreamweaver MX 2004. My client wanted me to develop a business brand for his online video service which meant designing a logo and web site. My main instructions were to keep it clean, organized, and make use of the colour blue. I was the sole designer on the project and I was complete after the first month. I coded the entire website which comprised of CSS, javascript and DHTML.

4. Wavelynx (1996-2001) El-Equip Inc.. Adobe Photoshop, Macromedia DreamWeaver. A website launched to generate exclusive awareness about one of the company’s new products.

Web

My most ambitious portfolio to date would have to be 4.0 of 2003. Before I even began brainstorming it was my goal to cre-ate marketing pieces which demonstrated the fullest of my skill set in visual commu-nications. I also considered the mediums which were accessible to me which would be most effective at reaching a potential employer. I didn’t want to limit myself when it came to grabbing someone’s attention. I wanted to present myself clearly and make it convenient to learn about my past expe-rience regardless of where the reader was geographically.

The plan was easy; create a mission state-ment followed by branding that would dis-tinguish my corporate image from others. I wanted a portfolio that didn’t just illustrate my skills, but provided rationals behind these visuals. As the reader flips through the pages a story is told and my experi-ence unfolds chronologically.

The branding I designed flows from one medium to the next. The core of my image began with the cube shape. This was origi-nally realized in my third year of college. The cube evolves and functions purely as a design element both two and three dimen-sionally and often-times interacts with the content.

Once the printed material was complete, my portfolio was also to be made accessi-ble via the internet. I was just as ambitious at creating a strong online presence and I created a 3 minute animated introduction accompanied by techno music which I sequenced titled “crumpled paper”.

This campaign took 200 hours and it quickly generated the kind of interest amongst employers that I set out for.

Self-Promotion Campaign of 2003Portfolio V4