Johnny Sha Portfolio Large

8/6/2019 Johnny Sha Portfolio Large

1/15

Johnny Sha

917-775-2616 [email protected]

Johnny Sha 917-775-2616 [email protected]

Design for...


2/15

World of

World of

World of

World of

World of

Noteworthy

Stationery store

Logo development

Vela

Real estate

Logo development

KCRW

Public radio

Logo development

World of Coca-Cola

Corporate museum

Branding

Rohm and Haas

100 year anniversary

Branding

Administrator

E-mail icon

Logo development

NAT (Natural History Museum of

Los Angeles County)

Natural history museum

Rebranding

Nokia Sanyo

Consumer electronics

Branding joint venture

Options for Life

Green house care products

Co-branding

LogosDesign for...


3/15

client:Players

industry:

Tobacco

program:

Event and promotional, website,posters

artdirector:

Pablo Pineda

Question:

How to advertise when nearly all

advertising is illegal?

Approach:

Created program materials for adocumentary that promotes the

bartending culture & community

in a town in Canada

Designed invite, giveaways,

website, and event materials

Design for... Dark market


4/15

client:Mt. Fuji

industry:Confectionery

program:

Branding, package

Question:

How to market Asian products to

mainstream consumers?

Approach:

Leveraged fun colors and shapes

Packaging that maximize the

showcase of the product

Design for... To Go Mainstream


5/15

DontletusfadeawayonDISHNetworkgoto ilovefoodnetwork.com and ilovehgtv.com orcall

1-888-WE-LUVFOOD (588-3663)or 1-877-90-LUVHGTV (588-4488).DemandthatDISHNetwork keepHGTV andFoodNetwork

ontheairand tellyourfriends andfamily todothesame!

VernYip

HGTV

KimMyles

HGTV

CandiceOlson

HGTV

AltonBrown

FoodNetwork

GuyFieri

FoodNetwork

PaulaDeen

FoodNetwork

DISH Network, your TV service provider, may very

soon drop HGTV and Food Network from its channel

lineup. What does this mean to you?

Itmeans youwon'tabletoseeyourfavoriteHGTVshowslike HouseHunters , DesignedtoSell and DesignStar orlearnaboutHGTV'sDream

HomeGiveaway. AndifyoureaFoodNetwork fan,you'llmissmust-seeTVliketheNewIronChef, RachaelRay's30MinuteMeals, Throw

DownwithBobbyFlay, GuyFieri's Diners, Drive-Ins&Dives and Paula'sHome Cooking.

ATTENTIONDISH Network Customers:

client:Scripps Networks

industry:

Broadcast media

program:

Branding, advertisement, website

Question:

How to show the value of

HGTV and Food Network during

fee negotiation with networks?

Approach:

Designed logos for HGTV and

Food Network to tap into the

emotional ties among viewers

and fans

Launched two websites,

ilovefoodnetwork.com and

ilovehgtv.com, to gather support,

to coordinate action, and to

distribute information

Prepared advertisements when

programming is about to be

pulled off networks

Design for... Better Negotiation


6/15

A) The Asterisk

B) The Smart Aleck

C) The Brainiac

D) Mr Pea-Brain E) The Wise Guy F) The Ramen Brain

client:Cengage Learning

industry:

Academic publisher

program:

Avatar/Spokesperson and widget

Question:

How to expand upon the unique

selling point of geek chic to

the Millennial Generation and

the Net Generation?

Approach:

Expanded the characteristic to

include frat boy & dumb jock

which resonate better with the

college crowd

Design for... Millennials


7/15

BrandSquared

LTDEnterprisesLTDEnterprises

Ifyoudontgota

yougot

Ifdon

t

youca

nt

himhim

,

BrandSquared

BrandSquared

BrandSquared

client:Brand2Squared

industry:

Licensing

program:

Branding

Question:

How to have an animated logo

be more than just a motion

graphic exercise?

Approach:

Made the animation function

in a larger program that includes

presentations and case studies

client:

LTD. Enterprises Inc

industry:Licensing

program:

Branding, apparel, collateral

Question:

Which of Yogi Berras sayings

gets incorporated into the logo

design?

Approach:

Created a exible system of

interchangeable design elements

that could be customized so all

Yogis sayings could be utilized

Design for... Logos in Motion


8/15

reusable spray bottle

16 fl oz (0.47 liters) made in usa

glass & windowcleaner

loca

l

l

y

blend

ed, bottledandd

is

tr

i

bute

d

client:options for life

industry:

Green house care cleaning product

program:

Rebranding, co-branding,packaging

Question:

How to structure two brands

together and have a exible

system to accommodate future

expansion?

Approach:

Created a solid color area thatcould move up or down to

accommodate co-branders logo.

Created an branded icon to

identity option for life as

manufacturer

Design for... Spreading a Good Idea by Co-Branding


9/15

client:Players

industry:

Tobacco

program:

Event and promotional, pop,brochure

artdirector:

Pablo Pineda

Question:

How to have a strong, consistent,

focused communication

among the internal, retailer, and

consumer audience?

Approach:

Created a family of three visual

languages that addresses each

audience while still maintaining

an uniform feel in the design

approach and layout

Design for... 360Marketing


10/15

GUARANTEED ANALYSIS

Magnesium (Mg) Not Less Than 57.50%

MagnesiumOxide

! TO BE USED IN ANIMAL FEEDS ONLY !

Wilbur-Ellis, Feed Division, Animal Nutrition

Clackamas, OR 97015

Net Weight 50 lb (22.68kg)

Shamrock ProductsIntentionally Better

Wilbur-Ellis,FeedDivision,AnimalNutrition

Clackamas,OR97015

FOLD FOLD

M

agnesiumOxide

MagnesiumOxide

MagnesiumOxide


Clackamas,OR97015

NetWeight50lb(22.68kg)

GUARANTEED ANALYSIS

Magnesium(Mg)NotLessThan57.50%

!TOBEUSED IN ANIMALFEEDSONLY!

ShamrockProductsIntentionallyBetter

FOLD FOLD

SaltSalt S

alt


Clackamas,OR97015

NetWeight50lb(22.68kg)

S a lt( Na C l) M in 9 9 .0 0%Salt(NaCl)Max 99.90%

!TOBEUSED IN ANIMALFEEDSONLY!

ShamrockProductsIntentionallyBetter

GUARANTEED ANALYSIS

At Wilbur-Ellis, were proud of our history but never

Introducing Wilbur-EllisBranding andVisualIdentity Standards.

Asa companywhosegreatestassetsare itspeople,we wantedto

This will be a corporate-wide initiative that will enable us to

In this preview booklet, youll see how weve brought to life

ourphilosophyof threedivisions,onecompany.Youllnotice

the divisions, while reinforcing the positioning of the company

asa whole.Youllalsoseehow thesegraphicelementswill be

applied acrossarange ofchannels.

The Wilbur-Ellis visual identity system is scheduled to be

implementedshortlythroughoutourglobal communications.We

hopeyoureasexcitedabout thisfreshvisualidentityaswe are.

stop looking ahead.

Persons Name

Job TitleGoesHere

t

e

123.456.7890name@wilburell is.com

123 Street Address, Suite123

City Name, Province, ZipcodeCountry Name

345 CaliforniaSt, 27th Fl, SanFrancisco,CA 94104 t 415.772.4000 f415.772.4011 www.wilburellis.com

OurWorldwideB randingSystem

client:Wilbur-Ellis

industry:

Agribusiness

program:

Rebranding, intranet, packaging

Question:

How to structure a coherent

and robust branding system

to support a $2.5 billion business

with three divisions that

consistently making acquisitions?

Approach:

Analyzed and overhauled the

branding system by revising the

corporate logo, creating three

divisional logos, and developing

a new brand guideline

Created a whole program for

both the internal and external

communication on the rebranding

Advised procedural protocols for

the in-house design department

Ongoing support to implement

the new brand guideline

Design for... R e b r a n d i n g a 9 0- y e a r- o ld c o m p an y


11/15

21.07.2010

8.2.1

8.2.1

8.0 Applications

These are examples only.

They are not meant torepresent approved items

with specific dimensions

or models.

Use white Wilbur-Ellis

Corporate Idenitifier

with Wilbur-Ellis Green

background color

Use Arial Bold for text, black

color, center text

Wilbur-Ellis Corporate Identifier

Color White

Background

Color PMS3305 C

Field Sign

FOLI-GROZINC 7%

FOLI-GROZINC 7%

21. 07.2010

7.2.3

Go to WEconnectto download assets

7.2.3

7.0 Design Templates

Shown in 35% scale

PowerPoint

Presentation Covers

with Images

PresentationTitle

Typeface ArialBold

Title Case

Size 24 ptfont

28 ptleading

Color Wilbur-Ellis Green

PresentationSub-title

Typeface ArialRegular

Title Case

Size 24 ptfont

28 ptleading

Color Wilbur-Ellis Green

PresentationDate

Typeface ArialRegular

Title Case

Size 12 ptfont

14 ptleading

Color 75% Black

PhotographFormat

Size 648 px wide x

231 px highDPI 92 dpi150 dpi

Color RGB

File Type png or jpg

PowerPoint

continues

January1,2010

Sub-titleGoes Herein ArialRegularTitle Case

IfYouChoosetoHavea CoverPageWithan Image,TitleGoesHereinArialBoldin24ptTypeSize

January 1,2010

Sub-titleGoesHereinArialRegularTitleCase

If YouChoosetoHaveaCoverPageWithanImage,TitleGoesHereinArialBoldin24ptType Size

January1,2010

Sub-titleGoes Herein ArialRegularTitle Case

IfYouChoosetoHavea CoverPageWithan Image,TitleGoesHereinArialBoldin24ptTypeSize

If YouChoosetoHaveaCoverPageWithan Image,TitleGoesHereinArialBoldin24ptType Size

Sub-titleGoesHereinArialRegularTitleCase

January 1,2010

21. 07.2010

2.2.2

Go to WEconnectto download assets

2.2.2

2.0 Corporate Branding Elements

Iconography:

The Wilbur-Ellis Corporate

Identifier and Divisional

Identifier System

The Divisional Identifier(s)

must always appear with the

Wilbur-Ellis Corporate Identifier.

In addition to complementing

the Wilbur-Ellis Corporate

Identifier, the Divisional

Identifiers display the core

element of each division.

Wilbur-Ellis Corporate Identifier System

Wilbur-Ellis

CorporateIdentifier

Wilbur-Ellis

CorporateIdentifier

DivisionalIdentifiers

Divisional Identifiers

Wilbur-EllisCorporateIdentifierSystem

Wilbur-EllisCorporateIdentifierSystem

Persons Name

Job TitleGoes Here

t

e

[email protected]

123 Street Address, Suite123City Name, Province, Zipcode

Country Name

Persons Name

Job TitleGoes Here

t

e

[email protected]

123 Street Address, Suite123City Name, Province, Zipcode

Country Name

Persons Name

Job TitleGoes Here

t

e

[email protected]

123 Street Address, Suite123

City Name, Province, ZipcodeCountry Name

What truly distinguishes Wilbur-Ellis is our creative thinking

and ideas in all areas of businesssuch as cultivating new

markets,offeringinnovativeproducts,creatingan entrepreneurial

atmosphere,and providing clientswith productsand services

thathelp them expand theirbusiness.

Our company-wideslogan:

21. 07.2010

Branding &

Identity

Standards

Wilbur-Ellis Overview

ConnellBrothersSpecialty Chemicals &Ingredients Division

Design Templates

CorporateBrandingElements

FeedDivision

Applications

Agribusiness Division

Imagery

AdditionalInformation

client:Wilbur-Ellis

industry:

Agribusiness

program:

Rebranding, intranet, packaging

Design for... R e b r a n d i n g a 9 0- y e a r- o ld c o m p an y


12/15

CONSUMER PATH TO SUSTAINED WEIGHT LOSS SUCCESS

REGULARREGULAR

REPERTOIREREPERTOIRE

TRIALTRIAL

AWARENESSAWARENESS

PASSIVE MESSAGINGPASSIVE MESSAGING

IntrigueIntrigue EducationEducation

ParticipationParticipation

CollaborationCollaborationDialogueDialogue

RepeatPurchaseRepeatPurchase

Trusted FriendTrusted Friend

CONSIDERATIONCONSIDERATION

ACTIVE ENGAGEMENTACTIVE ENGAGEMENT

TelevisionTelevision PrintPrintRadioRadio EventsEvents

PRPR CustomerServiceCustomerService

InternetInternet RetailRetail

LOYALTYLOYALTY

client:SlimFast

industry:Weight loss/diet

program:

Print, web, pop

Question:

How to condense a whole

campaign into diagrams that

could quickly illustrate

the strategy for sustained

weight loss?

Approach:

Designed a custom set of icons

Combined both the stages of

consumer experience cycle

and types of messaging into

one diagram

Design for... Infographics


13/15

11

P InadditiontochangesintheMasterLogo,thePizzaHutRedRooficonwillbreakawayfromthetraditionalstackedformatandexistas itsownentityforthefirst time.Limiteduseof theRedRooficonwithouttheWordmarknexttoitallowsus toestablishrecognitionofthestand-aloneiconbycustomers. TheseparationofthesymbolmovesPizzaHutsimageintonewrealmsofmodernityandstyle.

NOTE:TheRedRooficonshouldalwaysbeusedwithitsblackstrokearoundit,andontheapproved DeepRed background.Theonlyexceptiontothisruleiswhenitisusedonmenuitemstoindicateasignatureor

chefsspecialitem.UnderthesecircumstancestheMinimumsize2shouldbeused,andcanbeplacedonalightcolorbackgroundaslongasthemaximumandminimumsizespecificationsare followed.

NOTE:Neveruse WordmarkandRed Rooficonseparatelyonthesamesurface.Wheneverboth WordmarkandRed Rooficonappearonthe samesurface/page,theymustbecontainedwithintheboundingboxoftheMasterLogo.

WhenusedwithaphotographitmustbeplacedasacontainingcolorlayerasshownonCorporate communication.

Pleasereferto theright forexamplesofacceptableapplicationsusageforRedRoofIcon.

NOTE:WhentheRedRoofIconisused,thebackgroundmustbered,exceptwhenusedasamenuicon(pleaseseeMinimumsize2).

1.05 Red Roof Icon

Color standard

Brand manifesto layout

Restaurant environment

Uniforms / merchandise

Pen / merchandise

Corporate communication Menu

SPOTCOLOR

PMS485C/485UA

B ProcessBlack

0C 95M 100Y 0KA

B 0C 0M 0Y 100K

237R 28G 46BA

B 0R 0G 0B

xxxxxxxA

B 000000

CMYK RGB HTML

PIZZA HUT DEEP RED1

Generally,the RedRooficonmay notbereproducedsmallerthan 0.8cm inwidth.Allapplicationsof0.8cminwidthandlargermusthavea solidblackoutlineasshown onMinimumsize1.

Exceptions:TheRedRooficon maybeusedonthe menuto indicatesignatureor chefspecialPizzaHut dishes.Inthis application,thesizeoftheiconmaybeanywherefrom0.5to0.7cminwidth,andblackoutlineisnotrequired.SeeMinimumsize2.

Clearspaceistheareaaroundtheiconwherenothingisto beplacedontop ofit. Bygivingthe iconbreathingroom,wewillensureits visibilityand legibility.As amatter ofpractice,nothingshouldtouchorcoveranypartoftheRedRooficon.

11

Clear space Minimum size 1

.

Minimum size 2

.

X

X

X

X X

TM

2008Yum RestaurantsIntern ational

inviting & heartfelt

19

Unapproachableimage

Shocking colorsorpatterns

Unfamiliarenvironments

Black and whiteimagesCloseup of expressions

Artistically takenphotographs Friendly social interactionOverposed models

PWithanewimagecomesthe opportunity

tousenewphotography.When usingphotographycontainingpeopleandenvironments,oneofthemaingoals istoportrayfoodast hehero,bringingpeople

togetherandcreatinglastingmemories.Theoldimagesdisplaymodelsinunnatural,overly-stagedscenesthatweremuchlessinviting.

Whenchoosinganddirectingphotographicstyle,lookfor:

Natural-looking scenesseemingly

captured atjustthe rightmomentar eextensionsof therichnessand warmthof thePizzaHutex perience.

Note: Examplesof correctphot ographicstyle, asshowninBrand IdentityGuidelines, havenotbeenacquired for

useinadvertising. PleasecontactYumRestaurantsInternational marketingteam inDallasif youwishto purchaseanyoftheseimages forlocalmarketuse.

2.03PhotographicStyle

2008YumRestauran tsInternational

22

1.00Master Logo3.02Stationary

Everyelement of communicationneedstoconvey thesamelook and feel ofthebrand inorderto maintainbrand

consistency. Eachenvelope, businesscard, and pieceof stationerywill haveth e m a s te r l ogoa t th e top a n d u s e th estandard Avenirfontforall textexcept

theemployeename, inwhichcase theEyeCatching fontshould beused.

: . . :

: . . : , , ,

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: . .

:

M

3.01Stationery

JohnSmith

., |

[email protected]

o

., |

jhn.smithyum. cm

., | | | www.yum.com

DearMr.Anderson.

Lorem ipsum dolorsitamet,consectetueradipiscing elit .Duisegeturna.Praesentnisl velit ,laoreetac,

iaculiseu,porttitorat,libero.Vestibulum egetnisl vitaeerosdapibusfeugiat.Etiam sed risus.Praesent

quisquam inodiopellentesquefacilisis.Curabiturac magna.Suspendissesodalesquam lacinianisl.

Morbi dapibusipsum nontellusfacilisis trist ique.Pellentesquehabitantmorbitrist iquesenectuset

netusetmalesuadafamesac turpisegestas.Etiam commodovelitegetdolor.Maecenasattortor.

Pellentesquenondiam.Phaselluscursus.Duisatmauris.Pellentesqueac elit .

Integermalesuadasem etmetus.Pellentesquelectus.Sed aliquam.Fuscevel magnanec turpisgravida

pretium.Duisnonleonec dolorvenenatiseuismod.Aliquam ettellus.Donec variusvehiculadui.

Vestibulum anteipsum primisinfaucibusorci luctusetultricesposuerecubiliaCurae; Quisquequam.

Etiam attortor.Nunc euanteeuelitcommodohendrerit .Phasellusinanteegeterossollicitudinbiben-

dum.Integerfaucibus.Curabiturauctorvulputatequam.Praesentvel elitutenim bibendum sagitt is.

Aeneanantelorem,facilisisnon,molestienon,blanditsitamet,tellus.Morbi vel neque.Sed fermentum

auctororci.Vestibulum volutpatinterdum diam.

Nullam enim lectus,sempereget,sodalesa,bibendum eget,felis.Aeneannisi.Duisconsequataugueet

pedevenenatisdignissim.Phasellusmassa.Utvel urna.Etiam sollicitudinliberosed arcu.Quisque

tempuscommodonisl.Pellentesquecongueaccumsannibh.Donec condimentum lacusauctorpede

placeratcondimentum.Proindiam dolor,auctorsitamet,portaac,porttitorquis,odio.Praesentpellen-

tesqueipsum adolor.Aeneanurnasem,iaculisnon,posuereid,iaculisnec,tellus.Vestibulum sed lacus

aorci fringillaultricies.Vestibulum anteipsum primisinfaucibusorciluctusetultricesposuerecubilia

Curae; Duisbibendum adipiscing lacus.Phasellusinerosut nisiportadictum.Pellentesquehabitant

morbi trist iquesenectusetnetusetmalesuadafamesac turpisegestas.Nunc pedenunc,consectetuer

non,tinciduntac,variusid,nunc.Donec convallislobortislectus.

Sincerely,

JohnSmith

. ,

John Smith

2008YumRestaurant sInternational

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XvzxzCum dignafaciliscil il ullanutvel ul-lutpatet,verostrud molesequisautat.Vulputvelitauguevel inhentpratetluptatiefaciduntnitpraesed enismodoetipsuscillutloborperodolobortioodocoremodignibhetpratedeli-quamconsendipsumsanhenim duntesectevullaoreminiam veliscilit,vera

TheMasterLogoc anbeusedfor any

brandapplications.Itis arequirementthattheMasterlog omustbeusedwheneveralogois intendedtoappearinconsumer-orientedprintcomm unications

(e.g.printadvertising, directmail,streetbanners,carry-out packaging,etc.)Thislogomustb eyourfirst anddefaultchoiceforany application.

Pleasenotethat colorsof logoelementand background, including theshapeofthebackground (two-colorbounding

box) maynotbechanged. Youmayrefertosection1.02t odeterminethe correctcolorusagewhen productionpr ocesslimitscolorr eproductioncapability.

MasterLogoc onsistsof threeelements: Red Roof icon(seeto theright)

Bounding box(seeto theright)Wordmark (seetothe right)

Theseelementsmay beused separatelyfrom theMasterLogoONLY forthe

following applications:1. Menucovers2. Team memberuniforms3. Merchandiseavailablefor salein

therestaurants4. Stationeryand nametags

5. InternalRSCandfieldcommunications

Thenewstacked logo(seeto theright)ispermitted onlyforpole signsoutsidetherestaurant. Itcannotbe used foranyotherapplication s.

Useof theMasterLogo, Wordmark and

RedRooficon inavariety ofapplicationsisexplained indetail onthefollowingpages. Onthispage, youwill seeafewexamplesof correctusageof Master

Logointhe contextof photographicand solid colorbackgrounds.

TheMasterLogo should alwaysbe

placed overimagesand colorsthatwillprovideac omfortablelevel of contrast.

Therewill beinstancesin whichthis

desirablelevel of contrastcannot beachieved orwhendesirablebackgroundswill notbeavailable.Fortheseinst ances, anoutlineof 1pt

inthicknessis tobeused regardlessofthesizeof theentireMaster Logo.Pleasereferto ExhibitAand ExhibitB totheright. (illustratewhitekeyline

and label assuch.)

Decorativelinear tisavailablefor useoverproper photographythat falls

withinthenewp hotographyguidelines.Weencouragethe useof lineartelementsoverp hotographyasitelevatesand softenstheimage, while

establishing asignaturelook forPizzaHut. Thelineartshould haveenoughtransparency toseethephotographythr oughit. Pleasereferto

section2.02Gr aphic Styleguideforinstructionson properusage.

L D

1.01Master Logo 1.01 Master Logo

The Spirit of Sharing

Poster

Brand manifestolayout

L i n e a r tca n be f ou n dInsection2.02 Graphic

styleguide

*Asareminder, theold stacked logoand cloud signmayonlybeused fordeliveryand expressunits.

Icon Wordmar kBounding box

W or dm ar k P ol es ig na ge ap pl ic at io n

Forpolesigns onlyand should

notbeused inmarketing materials.

Masterlogo

Red roof icon

5

2008YumRestaur antsInternational

client:Pizza Hut International

industry:

Quick-service restaurant

program:

Logo redesign and brand guideline

artdirector:Pablo Pineda

Question:

How to position a fast-food

restaurant into an upscale dine-in

experience?

Approach:

Create a new design language

that includes reconguring

existing logo, wordmark,

photographic style, design

elements, restaurant artwork,

and layout.

Design for... position for an upscale market


14/15

client:Mt. Fuji

industry:

Confectionery

program:

Branding, package, infographics

Question:

How to convince distributors that

a new product is viable among

diverse Asian consumers?

Approach:

Leveraged Japanese iconography

to connotate quality

Packaging that maximize the

showcase of the product

Developed the mini 3 pack

nomenclature and logo

Instructions for POP that is

easily understood without words

POP that is exible with either

a wide or a deep footprint

Design for... POP


15/15

A

A B

C

B

C

client:Teenage Mutant Ninja Turtle

industry:

Entertainment

program:

Event and promotional e-mail blastand video

Question:

How to combine the unique

features of the web with the

cartoon genre?

Approach:

A very long e-mail blast that

takes the form of a comic stripto allow viewers to experience

the descent into the sewer,

to build suspense, and to tell

a story

Design for... Infnite Space

Johnny Sha Portfolio Large

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