2 Project Name Materials

Client Slow Food West Michigan

Problem There is not enough community

support for beginning farmers in Michigan.

Ethical farming practices are expensive

to maintain yet essential to sustaining a

healthy life.

Solution To create a restaurant dependent

on produce from beginning farmers while

promoting a healthy lifestyle and encourag-

ing a community connected through great

food and great company.

A Single Seed Experience Design Overview 3

1 2

34

4 A Single Seed Experience Design Attraction

When Was the last time you sat doWn and truly enjoyed a fresh meal With the people you love?

if it hasn’t been in the last Week, then We can help.

Get off the highway and turn onto the tw0 tracks. You’ll find us there.

A memorable, delicious restaurant experience is just off the beaten path.

asingleseed.com

Take a break for your busy life and head to the countryside.

asingleseed.com

where fresh food, great company and a barn make lasting memories.

A fresh meal from local Michigan farmers awaits you.

asingleseed.com

a dining experience that gives you a moment to relax and enjoy a meal.

DOWNTOWN TO THE COUNTRYSIDE

A fresh food market in Rosa Parks Circle, bill-boards throughout Downtown Grand Rapids and a poster series are brand touchpoints that get the word out about A Single Seed. Each touchpoint acknowledges A Single Seed’s values of community support, family and a healthy lifestyle.

A Single Seed Experience Design Entry 5

SOW, REAP, EAT, REPEAT.

A refurbished barn is home to A Single Seed in Rockford, Michigan. The exterior and interior are decorated with lights and fresh flowers while the store holds A Single Seed stationery and apparel. A teaser video is shared throughout social media in order to get the word out about this unique farm-to-table restaurant.

A Single Seed Experience Design Engagement 7

We are you. We work too hard. We put others first. We love our families but don’t see them enough. We want to do what’s right for our bodies, for our families and for our community.

EDUCATING THE COMMUNITY

The website for A Single Seed explains who we are and the process it takes to keep the restaurant running from weekend to weekend.

A KEEPSAKE OF THE EXPERIENCE

The app is used as a tool to inform customers on who the featured farmer is for their meal. It also allows them to document their experi-ence during their time at A Single Seed.

8 A Single Seed Experience Design Process Book

1. Insight There is a common concern: the average age of Michigan farmers have increased, making the number of Michigan farmers decrease. Due to lack of interest in agriculture from younger generations, there is a small com-munity of beginning farmers who believe in ethical farming practices.

2. Concept We are differentiating ourselves by supporting and promoting Michigan beginning farmers who run their farms with ethical farming practices.

A Single Seed Experience Design Collaboration 9

10 Project Name Materials

Client Redex Industries

Problem Generous Lotions, formerly

known as Udderly Smooth Udder Cream,

struggled telling their story to a large

audience due to a poor shelf presence.

Solution A new brand was developed to

highlight the endurance these lotions have

to moisturize dry skin all day long while

promoting the company's philanthropic

values of giving back to their community.

Generous Lotions Package Design Brand Elements 11

improving skin. improving lives.

new baskerville small caps

Frutiger 45 Light

New Baskerville Italic

body + spirit

A VARIETY OF BOTTLES

A minimal product packaging reflects the simplicity of ingredients used in Generous Lotions. Body crème, face moisturizer and hand lotion come in a variety of sizes to meet the customers needs.

STONE MEETS SATIN

Generous Foot Crème includes a pumice stone cap to make feet soft and smooth. The bottle includes a pumice stone as part of the product so it doesn’t have to be purchased separately from the foot crème.

Generous Lotions Package Design Digital Experience 13

ONE WEBSITE, THREE COUNTRIES

The website acts as an online store where Generous Lotions can be purchased through-out the world. The site is responsive and caters to customers needs from desk, lap and palm viewpoints.

BOTTLED TAGLINES

The back of the product bottles hold informa-tion about lotion characteristics, ingredients, company information and the company's philanthropic values.

14 Generous Lotions Package Design Business System

1176 Salem Parkway Salem, Ohio 44460generouslotions.com330.332.9800

Mr. Adam FranklinOperation Gratitude16444 Refugio RoadEncino, California 91436

Hello Mr. Franklin,

Roughly 5,000 U.S. military service members in hostile regions around the world will soon be receiving care packages in the mail containing a little music, Joe Bruin’s favorite apparel and a lot of gratitude, compliments of UCLA’s new freshman class.

An incoming first-year student packages UCLA apparel, an iTunes gift card and a handwritten letter for U.S. military service members.

As a powerful introduction to UCLA’s commitment to volunteerism, incoming first-year students are assembling Bruin care packages destined for U.S. service members that contain UCLA apparel, iTunes gift cards and letters students have written to express their appreciation for the invaluable service these men and women are providing.

“I’m glad to have the opportunity to take part and show my appreciation to the troops since I haven’t had the chance to do so on my own,” said Karen Lively, an incoming comparative literature major, who was part of an assembly line putting together the packages. “It’s a good introduction to service at UCLA, especially in discovering new ways to give back to the community.”

Part of the new student orientation, the program was organized by the UCLA Volun-teer Center and UCLA Summer Orientation Program in partnership with Operation Gratitude, a volunteer-run, nonprofit group based in Van Nuys that has sent more than 500,000 care packages to troops all over the world. It is the first time that Operation Gratitude has partnered with a university on this scale, said David Bloome, campaign director for the Volunteer Center.

Sincerely,

Bill Kennedyceo registered pharmacist

improving skin. improving lives.

Bill Kennedyceo registered pharmacist

a 1176 Salem Pkwy. Salem, Ohio 44460 e bill@generouslotions.com p 330.332.9800 w generouslotions.com

We make a living by what we get, but we make a life by what we give.

winston churchill

1176 Salem Parkway Salem, Ohio 44460generouslotions.com330.332.9800

Mr. Adam FranklinOperation Gratitude16444 Refugio RoadEncino, California 91436

MINT PATTERNS OF GENEROSITY

The Generous Lotions business identity uses a delicate pattern throughout the system. A letterhead, envelope, business card with lo-tion sample and a thank you letter complete the system.

Generous Lotions Package Design Brand Book 15

GUIDELINES FOR CONSISTENCY

A set of brand guidelines for Generous Lotions keeps every touchpoint consistent with the values and voice of the company. Typeface, color palette, product details and social media standards are a few elements established for the brand.

16 Generous Lotions Package Design Conceptual Thinking

Brand Problem

Product Analysis

Primary Users Company Values Brand Touchpoints

Competition

Brand inconsistency, shelf presence, price

Generic bottles, cow spots, weak typography

Aveeno, Bag Balm, Eucerin

Working women, hands-on workers, chemotherapy patients

Greaseless, moisturizing, enduring, altruistic, zealous

Product packaging, business system, digital experience, brand book, social media

PROBLEM SOLUTION

Generous Lotions Package Design Process 17

18 Project Name Materials

3 1 3R E V I V A L

Client City of Detroit Council

Problem Detroit, MI is home to 66,000

abandoned public spaces filled with van-

dalism and decay. The buildings and empty

lots reflect the struggle and heartache

Detroit—and its people—have endured.

Solution Establish a volunteer program

to reclaim the abandoned public spaces

based off of votes from the community.

313 Revival Awareness Campaign Website 19

Revival 313 Revival gives the people of Detroit a voice. It's a campaign enabling them to reclaim their once significant buildings to bring hope and life back to their tired city.

Detroit Detroit's area code is distinct for anyone familiar with the city. There is a sense of pride in the three numbers despite its current circumstances.

Phoenix The phoenix represents the heart behind this campaign. It’s the symbol of reclamation, rising amongst adversity.

FROM THE ASHES, WE RISE

A website with parallax scrolling mimics the concept behind the campaign. The site first states the problem then scrolls past the dust and rubble to the solution.

20 313 Revival Awareness Campaign Responsive Site

VOTE FROM YOUR PHONE

A responsive site allows users to view the campaign easily on other devices. All infor-mation is organized to take the user through the site, giving them the option to clearly see what building they are voting for.

MORE THAN A WEBSITE

The website continues the awareness campaign by showing the spaces that can be reclaimed through users voting, volunteering and spreading the word with free merchandise.

313 Revival Awareness Campaign Free Merchandise 21

TOGETHER WE CAN

A poster series around the city encourages strength in community and guides the viewer to the website to take action.

SPREAD THE MESSAGE

Awareness buttons spread the message about the campaign. Strong words promote the people of Detroit to take action and have a say of what happens to their city.

22 Project Name Materials

THEATRE

Client Big Rapids Theatre Group

Problem The local non-profit theatre group

struggles advertising their productions and

having a consistent way to communicate

with their members.

Solution Produce an identity system and

membership materials that highlight the

theatre's vibrant personality while being

considerate of their budget.

Storytale Theatre Non-Profit Brand Business System 23

MAKE THE MARK

A business system with a warm color palette and stamped logo represents the inviting and personal nature of Storytale Theatre. A logo in the form of a stamp is a cost saver for the non-profit organization.

24 Storytale Theatre Non-Profit Brand Membership Mailer

A FOCUS ON MEMBERSHIP

New members receive this mailer upon pur-chasing a Storytale Theatre membership. An events calendar, season tickets and exclusive membership card are included. The brochure is a calendar of yearly productions, work-shops and speaking events.

BACKSTAGE CREW SHIRTS

Black shirts don the Storytale Theatre logo for all volunteers to wear at productions, speaking events and workshops.

DOWNTOWN BANNERS

Banners throughout the community show brand photography and an eye-catching tagline to help spread the word about Storytale Theatre.

Storytale Theatre Non-Profit Brand Brand Materials 25

26 Storytale Theatre Non-Profit Brand Brand Materials

TRAVELING STORIES

The traveling theatre has a truck to carry all production sets and stage props to each venue. The logo and tagline are placed on the truck as brand recognition.

ON-THE-GO HELP

The Storytale Theatre app acts as an event calendar, map and production review feed. It allows the community to keep track of each production and get directions quickly to attend a show.

Storytale Theatre Non-Profit Brand Digital Extension 27

NO TALES, ONLY FACTS

The Storytale Theatre website is a more in-depth look to the people who make up the organization. A photo gallery, production archives, upcoming events and the option to purchase show tickets are all available on the website.

28 Project Name Materials

Client Personal Project

Problem I started taking nature walks and

became curious of my surroundings. What

is the cycle of trees? What are their names?

Who do their seeds feed? I didn't have a

quick and easy resource with me to answer

my questions.

Solution Create a series of books that

could answer my questions in detail

while out on a walk through the woods.

FG

Mini Guidebook Series Book Spreads 29

FG

FG

GLO

SSA

RY

fascicle a small papery wrap that holds a bundle of needles together.

leaf scar the mark left on a twig when a leaf falls.

lobe the rounded edge on a leaf.

opposite branching a pattern where side branches, leaves and leaf scars grow

directly across the stem from each other.

petiole the stalk that supports a leaf and attaches the leaf to the twig.

sinus the space between the lobes on a leaf.

simple leaf a type of leaf that has one blade attached to a twig by a petiole.

WH

ITE OA

K

02

COLO

PH

ON

bundled in groups of 5

bluish-green

2"– 6" long

soft, straight needles

03

70#T recycled paper 55#T craft paper 14/16 MrsEaves Italic 8/9.8 Eurostile Medium Eurostile Bold 8/9.8 MrsEaves Roman MrsEaves Italic MrsEaves Small Caps

Pinus strobusA coniferous tree and Michigan’s state tree.

habitat Dry, rocky ridges and dunes, swamps and humid sites.

alternative names Weymouth pine Soft pine Cork pine

Acer saccharumA deciduous tree that is the most common tree in Michigan.

habitat Dry to moderately moist forests with rich to sandy soils.

alternative names Hard maple Bird’s eye maple Sweet maple

simple leaf

yellow to bright red in Autumn

opposite branching

3–5 pointed lobes

SU

GA

R M

APLE

01

He said trees are very honest and they don’t care much for fancy people. And he said he

doesn’t know of anything he ever did as important as

sitting in that tree.

– Byrd Baylor The Other Way To Listen

bundle a group of needles held together at the base by a fascicle.

coniferous a tree that bears cones and has needles. Also known as evergreens.

deciduous a tree that sheds its leaves once a year. Also known as broad-leafed trees.

A field guide to the native trees

of Michigan

EASTE

RN

W

HIT

E PIN

E

simple leaf

Quercus albaThe strong, durable wood is surprisingly elastic.

habitat Usually in oak-hickory forests on rich, well-drained soils.

alternative names Northern white oak Stave Oak Barrel Oak

brown to red in Autumn

5–9 rounded lobes

simple leaf

opposite branching

00

30 Mini Guidebook Series Book Production

He said trees are very honest + they don't care much for fancy people. And he said he doesn't know of anything he ever did as important as sitting in that tree. –Byrd Baylor, The Other Way To Listen

MINI BOOKS WITH A BIG IDEA

Each book started as an 8.5x11 sheet of paper and was created based off of specific cuts and folds. Pacing, spread layout and information hierarchy were all considered in order for this mini experience to make a large impact.

Mini Guidebook Series Book Details 31

DISTINCTIVE TABS

Information in the book series were org- anized based on specimen and color-coded to decipher each topic easily. Each page has an illustrated footer to see the cycle taken to reach the intended specimen. A thick container protects the book series from wear.

FG

32 Project Name Materials

Client Katke Golf Course at

Ferris State University

Problem The Ferris State University affili-

ated golf course had a disconnect between

their golf course and outdated website.

Solution Develop a website that was

empathetic towards their users needs while

integrating a content management system

for employees to update the site easily.

Katke Golf Course Website Redesign Internal Screens 33

TWO AUDIENCES IN ONE PLACE

The main audience for the Katke Golf Course website are young golfers and Ferris State University students. The website acknowledg-es the golf course as a practice facility as well as a public golf course.

34 Katke Golf Course Website Redesign Home Page Slideshow

FIRST IMPRESSION

The home page slideshow is bold with large photography and strong headlines. The cycle of pictures and headlines communicate to athletes, families and young golfers who are in contact with the Katke Golf Course website.

Katke Golf Course Website Redesign Content Management System 35

CLIENT FREEDOM

The content management system for the Katke Golf Course website gives the client freedom to change the banner images on the home page as well as the news ticker below it. An image bank and news ticker guidelines are included to ensure brand consistency.

1

2

36 Katke Golf Course Website Redesign Brand Book

ALL IN THE DETAILS

The brand book for Katke Golf Course is a de-tailed set of guidelines for the golf course to follow in order to maintain brand consistency throughout logo application, the website, pro shop apparel and other brand touchpoints.

Katke Golf Course Website Redesign User Experience Model 37

Attraction story, tradition, heritage, roots

We evaluated the user experience to update the Katke Golf Course brand.

Engagement playful, explorative, energetic, roam

Conversion camaraderie, rough-but-polished, present

Extension excitement, friendship, serenity, memories

Entry utility, science, mechanics, sports

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