Johnny sha portfolio

15
Johnny Sha 917 - 775 - 2616 [email protected] Design for...

Transcript of Johnny sha portfolio

Page 1: Johnny sha portfolio

Johnny Sha

917-775-2616 [email protected] Sha 917-775-2616 [email protected]

Design for...

Page 2: Johnny sha portfolio

World ofWorld ofWorld ofWorld ofWorld 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...

Page 3: Johnny sha portfolio

client: Player’s

industry: Tobacco

program: Event and promotional, website, posters

art director: Pablo Pineda

Question:

• How to advertise when nearly all advertising is illegal?

Approach:

• Created program materials for a documentary that promotes the bartending culture & community in a town in Canada

• Designed invite, giveaways, website, and event materials

Design for... Dark market

Page 4: Johnny sha portfolio

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

Page 5: Johnny sha portfolio

Don’t let us fade away on DISH Network—go to ilovefoodnetwork.com and ilovehgtv.com or call

1-888-WE-LUVFOOD (588-3663) or 1-877-90-LUVHGTV (588-4488). Demand that DISH Network keep HGTV and Food Network

on the air and tell your friends and family to do the same!

Vern YipHGTV

Kim MylesHGTV

Candice OlsonHGTV

Alton BrownFood Network

Guy FieriFood Network

Paula DeenFood Network

DISH Network, your TV service provider, may very soon drop HGTV and Food Network from its channel lineup. What does this mean to you?

It means you won't able to see your favorite HGTV shows like House Hunters, Designed to Sell and Design Star or learn about HGTV's Dream Home Giveaway. And if you’re a Food Network fan, you'll miss must-see TV like the New Iron Chef, Rachael Ray's 30 Minute Meals, Throw Down with Bobby Flay, Guy Fieri's Diners, Drive-Ins & Dives and Paula's Home 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

Page 6: Johnny sha portfolio

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

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BrandSquared

™LTD Enterprises ™LTD Enterprises

If you don’tgot a

you got

Ifdon’t

you can’thim

him,

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 Berra’s sayings gets incorporated into the logo design?

Approach:

• Created a flexible system of interchangeable design elements that could be customized so all Yogi’s sayings could be utilized

Design for... Logos in Motion

Page 8: Johnny sha portfolio

reusable spray bottle 16 fl oz (0.47 liters) made in usa

glass & window cleaner

loca

lly b

lend

ed, bo t t l ed and di st ributed

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 flexible system to accommodate future expansion?

Approach:

• Created a solid color area that could move up or down to accommodate co-brander’s logo.

• Created an branded icon to identity option for life as manufacturer

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

Page 9: Johnny sha portfolio

client: Player’s

industry: Tobacco

program: Event and promotional, pop, brochure

art director: 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... 360° Marketing

Page 10: Johnny sha portfolio

GUARANTEED ANALYSISMagnesium (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 Products“Intentionally Better”

Wilbur-Ellis, Feed Division, Animal Nutrition Clackamas, OR 97015

FOLD FOLD

Mag

nesi

um O

xide

Magnesium

Oxide

MagnesiumOxide

Wilbur-Ellis, Feed Division, Animal Nutrition Clackamas, OR 97015

Net Weight 50 lb (22.68kg)

GUARANTEED ANALYSISMagnesium (Mg) Not Less Than 57.50%

! TO BE USED IN ANIMAL FEEDS ONLY !

Shamrock Products“Intentionally Better”

FOLD FOLD

Salt

Salt Salt

Wilbur-Ellis, Feed Division, Animal Nutrition Clackamas, OR 97015

Net Weight 50 lb (22.68kg)

Salt (NaCl) Min 99.00%Salt (NaCl) Max 99.90%

! TO BE USED IN ANIMAL FEEDS ONLY !

Shamrock Products“Intentionally Better”

GUARANTEED ANALYSIS

At Wilbur-Ellis, we’re proud of our history but never

Introducing Wilbur-Ellis’ Branding and Visual Identity Standards.

As a company whose greatest assets are its people, we wanted to

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

In this preview booklet, you’ll see how we’ve brought to life our philosophy of “three divisions, one company.” You’ll notice

the divisions, while reinforcing the positioning of the company as a whole. You’ll also see how these graphic elements will be applied across a range of channels.

The Wilbur-Ellis visual identity system is scheduled to be implemented shortly throughout our global communications. We hope you’re as excited about this fresh visual identity as we are.

stop looking ahead.

Pers on’s NameJob Title Goes Here

te

123. [email protected]

123 Street Address, Suite 123

City Name, Province, ZipcodeCountry Name

345 California St, 27th Fl, San Francisco, CA 94104 t 415.772.4000 f 415.772.4011 www.wilburellis.com

Our Worldwide Branding System

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 ra n d i n g a 9 0-y ea r-o ld c o m pa n y

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21.07.2010

8.2.1

8.2.1

8.0 Applications

These are examples only. They are not meant to represent 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 PMS 3305 C

Field Sign

FOLI-GROZINC 7%

FOLI-GROZINC 7%

21.07.2010

7.2.3

Go to WEconnect to download assets

7.2.3

7.0 Design Templates

Shown in 35% scale

PowerPoint Presentation Covers with Images

Presentation Title

Typeface Arial BoldTitle Case

Size 24 pt font28 pt leading

Color Wilbur-Ellis Green

Presentation Sub-title

Typeface Arial RegularTitle Case

Size 24 pt font28 pt leading

Color Wilbur-Ellis Green

Presentation Date

Typeface Arial RegularTitle Case

Size 12 pt font14 pt leading

Color 75% Black

Photograph Format

Size 648 px wide x231 px high

DPI 92 dpi – 150 dpiColor RGBFile Type png or jpg

PowerPoint

continues

January 1, 2010

Sub-title Goes Here in Arial Regular Title Case

If You Choose to Have a Cover Page With an Image, Title Goes Here in Arial Bold in 24pt Type Size

January 1, 2010

Sub-title Goes Here in Arial Regular Title Case

If You Choose to Have a Cover Page With an Image, Title Goes Here in Arial Bold in 24pt Type Size

January 1, 2010

Sub-title Goes Here in Arial Regular Title Case

If You Choose to Have a Cover Page With an Image, Title Goes Here in Arial Bold in 24pt Type Size

If You Choose to Have a Cover Page With an Image, Title Goes Here in Arial Bold in 24pt Type Size

Sub-title Goes Here in Arial Regular Title Case

January 1, 2010

21.07.2010

2.2.2

Go to WEconnect to 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

Wilb

ur-E

llis

Co

rpor

ate

Iden

tifier

Wilbur-Ellis Corporate Identifier

Div

isio

nal I

dent

ifier

s

Divisional Identifiers

Wilb

ur-E

llis

Corp

orat

e Id

entifi

er S

yste

mW

ilbur

-Elli

s Co

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ate

Iden

tifier

Sys

tem

Pers on’s NameJob Title Goes Here

te

123. [email protected]

123 Street Address, Suite 123 City Name, Province, ZipcodeCountr y Name

Pers on’s NameJob Title Goes Here

te

123. [email protected]

123 Street Address, Suite 123 City Name, Province, ZipcodeCountr y Name

Pers on’s NameJob Title Goes Here

te

123. [email protected]

123 Street Address, Suite 123 City Name, Province, ZipcodeCountr y Name

What truly distinguishes Wilbur-Ellis is our creative thinking and ideas in all areas of business—such as cultivating new markets, offering innovative products, creating an entrepreneurial atmosphere, and providing clients with products and services that help them expand their business.

Our company-wide slogan:

21.07.2010

Branding & Identity Standards

Wilbur-Ellis Overview

Connell Brothers Specialty Chemicals & Ingredients Division

Design Templates

Corporate Branding Elements

Feed Division

Applications

Agribusiness Division

Imagery

Additional Information

client: Wilbur-Ellis

industry: Agribusiness

program: Rebranding, intranet, packaging

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

Page 12: Johnny sha portfolio

CONSUMER PATH TO SUSTAINED WEIGHT LOSS SUCCESS

REGULARREGULAR

REPERTOIREREPERTOIRE

TRIALTRIAL

AWARENESSAWARENESS

PASSIVE MESSAGINGPASSIVE MESSAGING

IntrigueIntrigue EducationEducation

ParticipationParticipation

CollaborationCollaborationDialogueDialogue

Repeat PurchaseRepeat Purchase

Trusted FriendTrusted Friend

CONSIDERATIONCONSIDERATION

ACTIVE ENGAGEMENTACTIVE ENGAGEMENT

Television Television  PrintPrintRadioRadio EventsEvents

PRPR Customer ServiceCustomer Service

InternetInternet RetailRetail

LOYALTYLOYALTY

client: Slim•Fast

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

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11

acceptable usesPower of the roofIn addition to changes in the Master Logo, the Pizza Hut Red Roof icon will break away from the traditional stacked format and exist as its own entity for the first time. Limited use of the Red Roof icon without the Wordmark next to it allows us to establish recognition of the stand-alone icon by customers . The separation of the symbol moves Pizza Hut’s image into new realms of modernity and style.

NOTE: The Red Roof icon should always be used with its black stroke around it, and on the approved Deep Red background. The only exception to this rule is when it is used on menu items to indicate a “signature” or “chef’s special” item. Under these circumstances the Minimum size 2 should be used, and can be placed on a light color background as long as the maximum and minimum size specifications are followed.

NOTE: Never use Wordmark and Red Roof icon separately on the same surface. Whenever both Wordmark and Red Roof icon appear on the same surface/page, they must be contained within the bounding box of the Master Logo.

When used with a photograph it must be placed as a containing color layer as shown on Corporate communication .

Please refer to the right for examples of acceptable applications usage for Red Roof Icon.

NOTE: When the “Red Roof Icon” is used, the background must be red, except when used as a menu icon (please see Minimum size 2).

1.05 Red Roof Icon

Color standard

background colors

Brand manifesto layout

Restaurant environment

Uniforms / merchandise

Pen / merchandise

Corporate communication Menu

SPOT COLOR

PMS 485C/485UAB Process Black

0C 95M 100Y 0KAB 0C 0M 0Y 100K

237R 28G 46BAB 0R 0G 0B

xxxxxxxAB 000000

CMYK RGB HTML

PIZZA HUT DEEP RED1

Generally, the Red Roof icon may not be reproduced smaller than 0.8 cm in width. All applications of 0.8 cm in width and larger must have a solid black outline as shown on Minimum size 1.

Exceptions: The Red Roof icon may be used on the menu to indicate “signature” or ‘chef special’ Pizza Hut dishes. In this application, the size of the icon may be anywhere from 0.5 to 0.7 cm in width, and black outline is not required. See Minimum size 2.

Clear space is the area around the icon where nothing is to be placed on top of it. By giving the icon “breathing room,” we will ensure its visibility and legibility. As a matter of practice, nothing should touch or cover any part of the Red Roof icon.

11

Clear space Minimum size 1

0.8 cm

Minimum size 2

0.5 cm

8°X

½ X

½ X

½ X ½ X

TM

™™

© 2008 Yum Restaurants International

inviting & heartfeltold photographic style new photographic style

19

Unapproachable image

Shocking colors or patterns

Unfamiliar environments

Black and white imagesClose up of expressions

Artistically taken photographs Friendly social interaction Over posed models

People and environment photographyWith a new image comes the opportunity to use new photography. When using photography containing people and environments, one of the main goals is to portray food as the hero, bringing people together and creating lasting memories. The old images display models in unnatural, overly-staged scenes that were much less inviting.

When choosing and directing photographic style, look for:

· sociability

· black and white and color photos

· warmth

· close ups on facial expressions

· artistically taken photographs

Natural-looking scenes seemingly captured at just the right moment are extensions of the richness and warmth of the Pizza Hut experience.

Note: Examples of correct photographic style, as shown in Brand Identity Guidelines, have not been acquired for use in advertising. Please contact Yum Restaurants International marketing team in Dallas if you wish to purchase any of these images for local market use.

2.03 PhotographicStyle

© 2008 Yum Restaurants International

22

1.00 Master Logo3.02 Stationary

Every element of communication needs to convey the same look and feel of the brand in order to maintain brand consistency. Each envelope, business card, and piece of stationery will have the master logo at the top and use the standard Avenir font for all text except the employee name, in which case the Eye Catching font should be used.

business envelopesize: 28.0 cm x 12.0 cmdynamic information: address

business cardsize: 8.9 cm x 5.1 cmdynamic information: name, title, personal information, address

name tagsize: 8.9 cm x 5.1 cmdynamic information: name, title

business letterheadsize: 21.6 cm x 27.9 cmdynamic information: address

Make it personal

3.01 Stationery

John Smithpizza hut international14841 north dallas parkway. dallas, tx 75254tel 123·456·789 | fax 123·456·[email protected]

district manager

John Smithpizza hut international14841 north dallas parkway. dallas, tx 75254tel 123·456·789 | fax 123·456·[email protected]

district manager

pizza hut international14841 north dallas parkway. dallas, tx 75254 | tel 123·456·789 | fax 123·456·789 | www.yum.com

Dear Mr. Anderson.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Duis eget urna. Praesent nisl velit, laoreet ac,

iaculis eu, porttitor at, libero. Vestibulum eget nisl vitae eros dapibus feugiat. Etiam sed risus. Praesent

quis quam in odio pellentesque facilisis. Curabitur ac magna. Suspendisse sodales quam lacinia nisl.

Morbi dapibus ipsum non tellus facilisis tristique. Pellentesque habitant morbi tristique senectus et

netus et malesuada fames ac turpis egestas. Etiam commodo velit eget dolor. Maecenas at tortor.

Pellentesque non diam. Phasellus cursus. Duis at mauris. Pellentesque ac elit.

Integer malesuada sem et metus. Pellentesque lectus. Sed aliquam. Fusce vel magna nec turpis gravida

pretium. Duis non leo nec dolor venenatis euismod. Aliquam et tellus. Donec varius vehicula dui.

Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Quisque quam.

Etiam at tortor. Nunc eu ante eu elit commodo hendrerit. Phasellus in ante eget eros sollicitudin biben-

dum. Integer faucibus. Curabitur auctor vulputate quam. Praesent vel elit ut enim bibendum sagittis.

Aenean ante lorem, facilisis non, molestie non, blandit sit amet, tellus. Morbi vel neque. Sed fermentum

auctor orci. Vestibulum volutpat interdum diam.

Nullam enim lectus, semper eget, sodales a, bibendum eget, felis. Aenean nisi. Duis consequat augue et

pede venenatis dignissim. Phasellus massa. Ut vel urna. Etiam sollicitudin libero sed arcu. Quisque

tempus commodo nisl. Pellentesque congue accumsan nibh. Donec condimentum lacus auctor pede

placerat condimentum. Proin diam dolor, auctor sit amet, porta ac, porttitor quis, odio. Praesent pellen-

tesque ipsum a dolor. Aenean urna sem, iaculis non, posuere id, iaculis nec, tellus. Vestibulum sed lacus

a orci fringilla ultricies. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia

Curae; Duis bibendum adipiscing lacus. Phasellus in eros ut nisi porta dictum. Pellentesque habitant

morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nunc pede nunc, consectetuer

non, tincidunt ac, varius id, nunc. Donec convallis lobortis lectus.

Sincerely,

John Smith

pizza hut international 14841 north dallas parkway. dallas, tx 75254

John Smithdistrict manager

name tagbusiness cards

business envelopes business letterhead

© 2008 Yum Restaurants International

4.0 cm

2.9 cm

6.0 cm

8.9 cm

21.6 cm

3.7 cm

2.8 cm

4.4 cm

1.4 cm

2.7 cm

2.1 cm

1.6 cm

1.5 cm

2.5 cm

2.5 cm

2.2 cm

3.5 cm

8.9 cm

4.0 cm

28.0 cm

0.4 cm1.9 cm 1.2 cm

3.2 cm

21.6 cm

1.5 cm

0.2 cm1.0 cm

5.1 cm 5.1 cm

5.1 cm

0.4 cm

0.4 cm

1.1 cm

1.8 cm

1.7 cm

0.7 cm

1.6 cm

1.2 cm

1.4 cm

1.7 cm

0.65 cm0.15 cm

0.7 cm

1.0 cm0.4 cm

12.0 cm

27.9 cm

3.9 cm 6.3 cm 6.7 cm 11.1 cm 2.9 cm 5.6 cm 13.1 cm

XvzxzCum digna faciliscil il ullan ut vel ul-lutpatet, verostrud molesequis autat. Vulput velit augue vel in hent pratet luptatie facidunt nit praesed enismodo et ipsuscillut loborpero dolobortio odo core modignibh et prate deli-qua mconsen dipsumsan henim dunt esecte vullaore miniam veliscilit, vera

The Master Logo can be used for any brand applications. It is a requirement that the Master logo must be used whenever a logo is intended to appear in consumer-oriented print communications (e.g. print advertising, direct mail, street banners, carry-out packaging, etc.) This logo must be your first and default choice for any application.

Please note that colors of logo element and background, including the shape of the background (two-color bounding box) may not be changed. You may refer to section 1.02 to determine the correct color usage when production process limits color reproduction capability.

Master Logo consists of three elements: Red Roof icon (see to the right) Bounding box (see to the right) Wordmark (see to the right)

These elements may be used separately from the Master Logo ONLY for the following applications:

1. Menu covers2. Team member uniforms3. Merchandise available for sale in

the restaurants4. Stationery and name tags5. Internal RSC and field communications

The new stacked logo (see to the right) is permitted only for pole signs outside the restaurant. It can not be used for any other applications.

Use of the Master Logo, Wordmark and Red Roof icon in a variety of applications is explained in detail on the following pages. On this page, you will see a few examples of correct usage of Master Logo in the context of photographic and solid color backgrounds.

The Master Logo should always be placed over images and colors that will provide a comfortable level of contrast.

There will be instances in which this desirable level of contrast cannot be achieved or when desirable backgrounds will not be available. For these instances, an outline of 1 pt in thickness is to be used regardless of the size of the entire Master Logo. Please refer to Exhibit A and Exhibit B to the right. (illustrate white keyline and label as such.)

Decorative line art is available for use over proper photography that falls within the new photography guidelines. We encourage the use of line art elements over photography as it elevates and softens the image, while establishing a signature look for Pizza Hut. The line art should have enough transparency to see the photography through it. Please refer to section 2.02 Graphic Style guide for instructions on proper usage.

Logoorder Do’s

1.01 Master Logo 1.01 Master Logo

The Spirit of Sharing

Poster

Brand manifesto layout

acceptable uses

Line art can be foundIn section 2.02 Graphic style guide

*As a reminder, the old stacked logo and cloud sign may only be used for delivery and express units.

®

Icon WordmarkBounding box

primary

secondary

Wordmark Pole signage application

For pole signs only and shouldnot be used in marketing materials.

Master logo

Red roof icon

5 © 2008 Yum Restaurants International

client: Pizza Hut International

industry: Quick-service restaurant

program: Logo redesign and brand guideline

art director: Pablo Pineda

Question:

• How to position a fast-food restaurant into an upscale dine-in experience?

Approach:

• Create a new design language that includes reconfiguring existing logo, wordmark, photographic style, design elements, restaurant artwork, and layout.

Design for... position for an upscale market

Page 14: Johnny sha portfolio

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 flexible with either a wide or a deep footprint

Design for... POP

Page 15: Johnny sha portfolio

A

A B

CB

C

client: Teenage Mutant Ninja Turtle

industry: Entertainment

program: Event and promotional e-mail blast and 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 strip to allow viewers to experience the descent into the sewer, to build suspense, and to tell a story

Design for... Infinite Space