IDENTITY & BRAND DESIGN
NAMING & STRATEGY
ADVERTISING & DIRECT MAIL
WEB & MOBILE APP DESIGN
POSTERS & PRESENTATIONS
BOOK & PUBLICATION DESIGN
FOLD Santa Barbara offers handcrafted linens for food makers, food eaters, and party throwers + vintage tabletop treasures.
The logo won a Communication Arts Award of Excellence and appears in Design Annual 57 (Sep/Oct 2016).
Team: Irene Hoffman & Viktoriya Filippova, owner of FOLD
BRAND STRATEGY + IDENTITY DESIGN + ADVERTISING + WEBSITE + STATIONERY + MORE
Wonder sells beautiful things which are a pleasure to own, to give, and to receive. Their style is eclectic and their name reflects the innocence, curiosity, and expansiveness of what they do.
Wonder is more than a gift shop, as customers often purchased items for themselves. The challenge was to create a brand positioning and tagline that reflected that.
The care with which Wonder curates their offering inspired the brand positioning: The museum store without the museum and the corresponding tagline is Curators of Beautiful Things. The positioning extends to the way the shop floor is organized: into permanent and special 'exhibitions.'
Photography by Jay Farbman
On June 26, 2015 in a landmark opinion, the Supreme Court ruled that states cannot ban same-sex marriage. This inspired me to create this mark to celebrate marriage equality.
As Marketing Director and Board Member of the Santa Barbara chapter of AIGA, the professional association for design, I was responsible for the design of our monthly event identities.
The Brand Flip cover was designed by Marty Neumeier, and the original interior layout (for The Brand Gap) by Heather McDonald.
The Journalist's Guide to American Law was created with Cya Nelson Drew (art direction).
THE SANTA BARBARA PUBLIC GARDEN fosters the conservation of California's native plants through its gardens and research. Most of this work takes place in the new Pritzlaff Conservation Center.
Create a wall panels for the lobby of the new Conservation Center, promoting the theme of conserving California’s flora.
Team: Irene Hoffman; Paula Schaeffer, Frederique Lavoipierre, Dr Steve Windhager (SBBG). Production and installation by Santa Barbara Signs.
CONCEPT + ILLUSTRATIONS
A series of branded illustrations and icons for leadership consultant and trainer Deborah Naish of Naish Partners.
A simple eco-friendly and cost-effective label for Flagstone Pantry's Muffin Mix.
The jar FP had sourced had no flat surfaces, so instead of an adhesive label, I created a four-page booklet attached to the jar by rubberband. This makes the jar reusable (no sticky label to remove) and since the booklet has all the ingredients and instructions, easy to replicate the recipe.
VISUAL IDENTITY + DIRECT MAIL + DIGITAL ADVERTISING + INTERACTIVE ONLINE AWARDS CEREMONY + DVD PACKAGING
BRAND POSITIONING + TAGLINE + LOGO DESIGN + COLORS + TYPOGRAPHY + STATIONERY + WEBSITE
Tyson Ellis is an award winning Santa Barbara, CA based architectural and lifestyle photographer known for timeless, iconic images.
To rebrand his photography business.
The tagline: In our meetings, I discovered how much time Tyson dedicates to preparation, as he strives to shoot as much 'in camera' as possible, even going as far as determining the angle of light and shadows at a particular time of year in pursuit of that timeless, iconic shot. The tagline captures this.
The visual identity: The photographer's eye is always seeking the next shot, and Tyson is no different. So, the identity has a flexible component: a photo placed in his first name which allows for endless variations. And, with infinity printing, he always has a mini-portfolio on hand in the form of his business cards.
"In 2011, artist Steve Walls showcased his photography work at Galerie-Espace. Photos ranged from Montreal’s Glam Gam burlesque toupe, rave kids who make their own clothing to New Dandy’s and “the occasional mom turned tattooed blogging model queen.” The exhibit, I Guess We’re Strange, celebrates the artists who are pushed to the fringes, the family that bonds them together, and the sense of doing things rather than saying."
Original text by Jessica Alley. More here.
WINNER'S CERTIFICATE DESIGN
The Epica Awards is a creative prize awarded by journalists working for marketing and communications magazines around the world.
In 2003, Epica introduced three new winner categories: gold, silver and bronze and needed new certificates.
To save on production costs, I proposed one certificate, rather than four, printed 4-color process with metallic inks – gold, silver, and bronze for winners, and blue for finalist certificates.
The rest would be overprinted and 'finished' in-house by the client by punching out a whole in the category achieved (gold, silver, bronze, finalist).
AIGA, the professional association of design, celebrated its centennial in 2014. To commemorate the event, and inspired by the fact that its earliest members purchased their own Windsor-style chairs for meetings and events, AIGA invited its chapters to customize the skin of Real Good chairs from Minneapolis-based Blu Dot.
The Centennial Commemorative Chairs made their debut in the exhibition “Facing Forward: AIGA at 100” at the AIGA National Design Center in New York City.
To create a concept that would involve as many members of the AIGA Santa Barbara chapter as possible and illustrate their creativity.
AIGA Santa Barbara members were asked to come up with 'alternative uses* for a chair'. Their answers were collated and used to create a typographic outline of a Windsor chair.
*In 1967, JP Guilford developed a test to stretch and measure people's creativity by giving them two minutes to come up with as many alternative uses for an object (for example a brick) as possible. It measures divergent thinking in four categories: fluency, originality, flexibility and elaboration.
Team: Irene Hoffman (concept, design), Sarah Schumacher, Tracy Sherwood, Patty Driskel and AIGA Santa Barbara members (content).
DIRECT MAIL POSTER
Create a direct mail invitation for an evening with American graphic artist and illustrator Michael Schwab.
Do's and dont's: Side a: Michael's Bison poster, Side b: don't put any graphics in the area of the white border (on the reverse), to avoid show-through (a condition where the print on one side is visible on the other side of a sheet of paper). On the address label side make sure bottom and right edges are the fold edges for processing by US Mail.
The simplicity of the design solution belies the project's challenges. In addition to the two requirements set out in the brief, there was the issue of how to treat the reverse of the poster in a way that does justice to the original design by Michael Schwab.
The first two challenges – no printing on edges and honor original design – were addressed by taking the requirements to the extreme: recreating a mirror image of the front of the poster on the reverse in greyscale. This provided 'visual interest' and at the same time reinforced the depth of the blackness of the buffalo on the poster side (using show-through as an advantage).
The US Post Office requirement was the biggest challenge. Adhering to their guidelines meant that opening the invitation resulted in the poster on the reverse being upside down – clumsy, to say the least. To prevent this from happening, type was strategically placed on each spread in a direction that encouraged readers spread by spread to turn the poster around, so by the time it was fully open, the invitation had completed a full revolution so the poster on the reverse appears right side up.
Michael Schwab won a Graphis Award for this project.
Team: Bison poster design (front): Michael Schwab; Direct mail poster: Irene Hoffman (design), Patty Driskel (copywriting), Tom Hinkle, V3 (printing).
COMPANY NAME + BRAND STRATEGY + TAGLINE + DESIGN + GUIDELINES + STATIONERY + PRESENTATION DESIGN
Julie Samson, a personal change strategist, approached me to help her define her business offering and to create a company name, tagline and branding for it. Her stated aim is/was to be the go-to expert and educational resource for enterpreneurs who are motivated to optimize their wellbeing and productivity as they navigate their growth-edge.
The Brilliant Edge's mission is "To provide enterpreneurs with the knowledge, skills, tools and systems to become wise stewards of their health and vitality as they create businesses that prosper."
THE COMPANY NAME + TAGLINE
The Brilliant Edge signifies the fine line we take everyday when confronted with making good or poor decisions. The tagline Where intention becomes action reinforces this.
The seven-point star was created to make an immediate impression of the company as an exciting business with a multidisciplinary approach to change and wellbeing. The marque originates from Gestalt Theory, which states that with open shapes, the mind will close the gaps and complete unfinished forms if there is enough information. It’s a visual metaphor for how the Brilliant Edge seven-stage system helps individuals going through change (open shapes) be comfortable with the process and fill the gaps between intention and action. Brilliance emerges when all seven stages come together.
Swiss Miss is a design blog run by Tina Roth Eisenberg. On the occasion of the blog's fifth anniversary, she invited designers around the world to submit a photo to celebrate the event. These were my contributions. Other contributions can be seen on this Flickr group.
DO-IT-YOURSELF DIRECT MAIL POSTCARD
I created this for my London cleaner to drum up business. She was able to print them herself, and staple a little bit of cloth to the postcard to capture people's attention and put a smile on their face.
EVENT IDENTITY + ROLLER POSTER + FILM FESTIVAL PROGRAM + INVITATION + DIGITAL ADVERTISING + WEBSITE
BRIEF + CREATIVE STRATEGY
Design an identity and event collateral for the Grace, A Symbol of Change fundraiser in Monaco using a specific photo of Princess Grace and her favorite color: buttercup yellow.
EVENT IDENTITY + 400-PAGE BILINGUAL EXHIBITION CATALOGUE + POSTER DESIGN + ADVERTISING + STATIONERY + INVITATIONS + E-INVITATION + MORE
"The 27th Biennial of Graphic Arts took as its point of departure and theme for reflection that turning point in the history of art when the ease of technical reproduction made reproducibility a new quality in the work of art and transformed the very concept of art in essential ways." More here.
I was invited to design the brand identity and all collateral for this prestigious, international art event.
Team: Irene Hoffman, Vesna Vidmar, Lilijana Stepančič (MGLC)
LYNDA.COM (NOW LINKEDIN)
design / project management / illustration / animation / copywriting
SOCIAL MEDIA CAMPAIGN GRAPHICS (2014)
In December 2014, lynda.com kicked off a campaign called 12 Days of Learning, unlocking a free lynda.com course every day through December 24th. Think of it as an online 12 day advent calendar. The brief was to design an eye-catching, inspirational set of 12 social media graphics, with text not to exceed 20% of the image (Facebook rules) for Facebook, Instagram and Twitter.
Asset design and production management of the monthly email newsletter.
LYNDA.COM ENTERPRISE SOLUTIONS (2015)
Sourced, selected and retouched all the photography and designed the graphic design assets for this website. It was recently replaced with a LinkedIn one, so is no longer live.
WEB BANNER ADVERTISING
Working in tandem with several copywriters, I was tasked with created a series of static and animated web banner ads.
Team: Irene Hoffman (design), Heather Stallings (art direction, lynda.com)
PLANNING + ART DIRECTION + COPYWRITING + DESIGN
The Santa Barbara travel store Circa Terra Travel Outfitters is known for its for gear, luggage, and mens and womens travel clothing, but even more than that people go there for travel advice and tips.
Design a full-page print ad for the Axxess discount catalogue (a one year shelf life).
Circa Terra is a small store with a modest advertising budget, so I set out to create an ad that would be easily and inexpensively extended into a campaign of ads (adding more countries, other travel advice, maps, etc).
Customers are tearing out the ad and keeping it for future reference.
PERSONAL PROJECT + TYPOGRAPHY
In 2010, London-based author Nic Penrake created a series of poems and lines and invited artists to visually interpret them. The results were then put on show in a London gallery. This is one of my contributions. Black for Western grief, white for Eastern.
Professor Paul Springer is a writer and educator on innovation in digital communications. His work addresses advertising and innovative approaches to mass communications—in particular the sharing of best practices and ways of skilling future communications talent. Springer has written three books on pioneering media practices.
This graphic was designed for one of his presentations.
ART DIRECTION + DESIGN
One of my very first projects as a junior designer at Futura was this print campaign for a British jeweler. They liked it so much, they had the photos blown up for the store.
With Joe Probert, creative director