portfolio 2013

DESIGN IS DISCOVERY. ONLY BY CONNECTING THE DOTS DO WE SEE THE FINAL PICTURE.

O0DOT TO DOT

PORTFOLIO / 2013 /ERI SLOCUM NAKAMURA

DEDICATED TO EVERY PERSON WHO SUPPORTED MY SCHOOL YEARS. YOU HAVE NO IDEA HOW MUCH I THANK YOU.

D E S I G N E R E R I S L O C U M N A K A M U R A D O T T O D O T

2 / 3

2 / 3

D E D I C AT E D T O


4 / 5

I believe every design process starts with the same desire: to take an idea and make it a reality. To translate something intangible into something others can see and experience. There are several key dots, or steps, that are essential to making sure the final product stays in line with the original idea.

First and foremost among these dots is communication. Open and clear dialogue between the designer and the client brings out not just what the client wants, but more important-ly what they need. Getting to the core of what is needed to drive their business forward ensures the design will be tailored to that mission.

The next dot in the chain involves translating the clients needs into the most effective mediums to reach their target audiences. In today's world, this can involve everything from print, to online, to interactive and social media. As someone who can't wait to uti-lize the latest technology and trends, I find it's an exciting time to be a designer.

The last dot is where the designer spends the majority of their time, sweat, coffee, and long nights. It's where the final product is created, whether it be a new logo, website, or full-scale company re-branding. The journey from idea to reality is complete. A product has been made that now has the power to inspire and impact everyone who experiences it.

INTRO CONNECTING THE DOTS IN DEIGN.

4 / 5

I N T R O D U C T I O N

8 / 9

2 6 / 2 7

4 8 / 4 9

6 6 / 6 7

8 2 / 8 3

O5

CONTENTSRECONNECT

GET ON BOARD

MIND & BODY

BY MY SIDE

ESSENTIALS FOR LIFE

O1

O2

O3

O4


6 / 7

ETC.1 4 4 / 1 4 5

O6

6 / 7

C O N T E N T S


8 / 9

C L I E N T L I N O T Y P E

O1

Our species has advanced far and accomplished much. Along the way, however, we have forgotten a core piece of who we are: we are creatures meant to be connected to nature. In examining this theme, I chose to parallel our return to nature with the return of the popular typeface Helvetica.

Helvetica was first designed in 1957 and was originally named Neue Haas Grotesk. Its name was soon changed to better appeal to international markets. The typeface went through many modifications that lead it further away from its initial design. In 2010 Christian Schwartz restored the font to its original form and we have seen its usage explode across the globe. In a similar way, humanity is searching to return to our roots in nature.

I chose to divide my book into three parts representing humanity ’s past, present and future. It details the paths we have taken and the possible devastating outcomes if we continue with our careless actions. My goal was to inspire readers to explore a middle path where humanity and our environment can coexist in harmony.

ObjECTIvE

RECONNECT THERE IS A PART OF US THAT WE FORGOTTEN, SOMETHING WE CAN NEVER DISCONNECT.

8 / 9

C O U R S E T Y P E 4 I N S T R U C T O R A R I E L G R E Y P R O J E C T R E C O N N E C T


1 0 / 1 1


1 2 / 1 3

D E S I G N E R E R I S L O C U M N A K A M U R A D O T T O D O T C L I E N T L I N O T Y P E

1 2 / 1 3



1 4 / 1 5


1 6 / 1 7


1 8 / 1 9


2 0 / 2 1


2 2 / 2 3


2 4 / 2 5



2 6 / 2 7

C L I E N T S F M TA

O2

This group project revolved around one important mission: to spark changes to the city ’s outdated San Francisco Municipal Transportation Agency (SFMTA). The cam-paign had a three pronged attack targeting SFMTA management, drivers and the riding public. Only by improving all three areas will the system see a significant improvement.

Our proposed solution was to provide SFMTA management a series of guidelines on possible fixes to the current issues. We took this a step further by creating a website for SFMTA where information can be easily displayed and shared. A key part in our design was ensuring this space was not just for complaints, but also allowed riders who use the transit system every day to suggest solutions and engage in a positive dialogue that benefits all parties.

To bring everything together, we created a logo and also a series of informative posters to display around the city for attention. For the logo we sought to represent unity by combining seven geometric shapes, driven from the unique 7 x 7 demention of San Francisco, and then applying that to divide the districts to be served by the SFMTA. This project was both exciting and rewarding, as the SFMTA is a service essential to so many who visit, work and live in San Francisco.

ObjECTIvE

GET ON bOARD THERE IS A FRAGMENTED SYSTEM IN A STATE OF DISREPAIR. IT’S TIME FOR CHANGE.

2 6 / 2 7

C O U R S E P R I N T 2 I N S T R U C T O R T O M S I E U G R O U P P R O J E C T G E T O N B O A R D

W I T H

C A R O L I N A P I S T O N E J A S M I N E S H A R P E

LY D I A M U LYA D I M A D E L I N E R O G U S C H K A

2 8 / 2 9

D E S I G N E R E R I S L O C U M N A K A M U R A D O T T O D O T C L I E N T S F M TA

2 8 / 2 9


3 0 / 3 1


3 2 / 3 3


management drivers

riders

3 4 / 3 5


3 4 / 3 5


3 6 / 3 7


3 8 / 3 9


4 0 / 4 1


4 2 / 4 3


4 4 / 4 5


4 6 / 4 7



4 8 / 4 9

C L I E N T A R T O F T H E O LY M P I A N S

SEEKING THERELATIONSHIPBETWEENSPORT AND ARTWHERE OUR MIND & BODY ARE WORKING AS ONE.

O3

The goal for this project was to re-brand an organization called Art of the Olympians, which features former Olympic medalists who have now embraced the arts as their mode of expression. Not happy with their current identity, key leadership from the or-ganization worked directly with us to ensure their unique vision and voice would be ex-pressed. By revisiting the true meanings behind the Olympic games, I sought to create a new signature that is both memorable and universal to a wide range of the public. The design appeals to adults through its professional look and feel, while at the same time emanating friendliness to capture younger audiences. The project was successful in en-suring their organization's message will be passed on from one generation to the next.

ObjECTIvE

MIND & bODY

4 8 / 4 9

C O U R S E I D 2 I N S T R U C T O R T H O M A S M C N U LT Y P R O J E C T M I N D & B O DY

5 0 / 5 1

D E S I G N E R E R I S L O C U M N A K A M U R A D O T T O D O T C L I E N T A R T O F T H E O LY M P I A N S

5 0 / 5 1


MIND

bODY

8 / 9


5 2 / 5 3


5 2 / 5 3

5 4 / 5 5


5 6 / 5 7


5 8 / 5 9


6 0 / 6 1


6 2 / 6 3



6 6 / 6 7

C L I E N T P E T S M A R T

O4

This project was to create a better Company Update Brochure than the existing one. PetSmart’s vision is to provide Total Lifetime Care to every pet and pet owner. Taking that vision, I created a feeling of warmth through soft colors and illustration, while at the same time maintaining a level of professionalism that business people are used to seeing. The illustrations serve to show how pets and their owners can come to look alike. It is a visual reminder of the strong commitment and love between the two. In the same way, PetSmart’s commitment to their customers is just as strong. The book speaks to their stockholders and reinforces PetSmart’s promise to provide quality care and pet services for years to come.

ObjECTIvE

bY MY SIDE YOU'RE ALWAYS BY MY SIDE. THAT'S WHY I'LL BE BY YOURS.

6 6 / 6 7

C O U R S E G D 2 I N S T R U C T O R T H O M A S M C N U LT Y P R O J E C T B Y M Y S I D E

D E S I G N E R E R I S L O C U M N A K A M U R A D O T T O D O T C L I E N T P E T S M A R T

7 0 / 7 1


7 2 / 7 3



7 4 / 7 5

7 6 / 7 7


7 8 / 7 9


ESSENTIALS FOR LIFE


8 0 / 8 1

C L I E N T WA L G R E E N S

O5

The focus of this group project was to completely revamp the design and marketing for Walgreens and their products. Although Walgreens is an iconic brand, their product packaging, logo and brand strategy needed to be updated to best appeal to modern consumers.

Due to the recent economic recessions, customers are buying private labels more often when shopping. Private labels offer lower prices and comparable quality to large name-brands. We see this trend across many retailers, with product lines such as Archer Farms from Target, Select from Safeway and 365 Everyday Value from Whole Foods. To take advantage of this changing marketplace, we directed Walgreens' strategy to spotlight their own in-house and private label brands.

As a company that is known for always being innovative, we wanted to take Walgreens' rebranding one step further. In addition to price, customers in the modern age are in-creasingly considering the health and environmental factors when making a purchase. We envisioned a product line that not only has an appealing design, but also has core ingredients and packaging materials that ref lect a natural and sustainable way of living.

ObjECTIvE

ESSENTIALS FOR LIFE

ALL THE ESSENTIALS YOU NEED TO LIVE A HEALTHY & SUSTAINABLE LIFE ARE JUSTAROUND THE CORNER.

8 0 / 8 1

C O U R S E PA C K 4 I N S T R U C T O R M I C H A E L O S B O R N E G R O U P P R O J E C T E S S E N T I A L S F O R L I F E

W I T H

K E L S E Y R U B B E L K E M I K E G U T I E R R E Z


8 2 / 8 3


We designed Elements food brand with two goals in mind: to appeal to health-con-scious consumers while at the same time educating the rest of the public about the choices they make in their diet. By shifting away from preservatives, artificial coloring and chemicals to natural and organic ingredients, Walgreens would be in a unique po-sition to offer products that benefit the customer's quality of life.The packaging would be updated to ref lect this philosophy and would use recyclable materials to reinforce the idea of sustainability.

ObjECTIvE

FOOD

EATING HEALTHY DOESN'T HAVE TO BE A HASSLE.

8 2 / 8 3

C O U R S E PA C K 4 I N S T R U C T O R M I C H A E L O S B O R N E G R O U P P R O J E C T E S S E N T I A L S F O R L I F E / F O O D E L E M E N T S

8 4 / 8 5

D E S I G N E R E R I S L O C U M N A K A M U R A D O T T O D O T C L I E N T WA L G R E E N S

8 4 / 8 5


8 6 / 8 7


8 8 / 8 9


9 0 / 9 1


1 0 0 / 1 0 1


1 0 2 / 1 0 3


1 0 4 / 1 0 5


1 0 6 / 1 0 7


TOOLS

The purpose of the Elements tool line was to promote tools that were convenient and easy to use. Instead of running to the hardware store, Walgreens now has everything you need to finish your project. I spearheaded the packaging design for this line and sought to ref lect convenience in a unique way. I did so by constructing the packaging using only cardboard and two fastener screws. The result was an attractive but highly practical design. The product was firmly held in place, yet was easily freed once the product was opened. By using inexpensive and completely recyclable materials, the packaging saves Walgreens money and reduces product waste.

ObjECTIvE

LET'S GET THE JOB DONE.

1 0 6 / 1 0 7

C O U R S E PA C K 4 I N S T R U C T O R M I C H A E L O S B O R N E G R O U P P R O J E C T E S S E N T I A L S F O R L I F E / T O O L E L E M E N T S

1 0 8 / 1 0 9


1 1 0 / 1 1 1


1 1 2 / 1 1 3


1 1 4 / 1 1 5



1 1 6 / 1 1 7


Bring the party to life with Walgreens pre-game products. We sought to reimagine pre-gaming as a time for friends and family to come together before a big sporting event or gathering. We used the imagery of the iconic red plastic cups as the central theme throughout the design. We also incorporated the shape of sports jerseys into our logo. All this was engineered to present Walgreens as a fun and exciting place to stop for pre-game supplies.

ObjECTIvE

PARTY

IT'S ALMOST GAME TIME. GATHER YOUR FRIENDS & FAMILY. WE'VE GOT A BIGPARTY AHEAD!

1 1 6 / 1 1 7

C O U R S E PA C K 4 I N S T R U C T O R M I C H A E L O S B O R N E G R O U P P R O J E C T E S S E N T I A L L I V I N G / PA R T Y

1 1 8 / 1 1 9



1 2 0 / 1 2 1

1 2 2 / 1 2 3


1 2 4 / 1 2 5


1 2 6 / 1 2 7



1 2 8 / 1 2 9


PRODUCTIvITY

With the Moxie line of cleaners, we sought to revert the idea that all cleaners are full of toxic chemicals. Research is released every year that shows the adverse effects chemicals have in the household. It's an unavoidable thing for most Americans, as even inhaling the fumes can cause damage. The Moxie line would lead the charge in offer-ing natural, yet still effective, ingredients in their cleaners. The logo we chose is bold and attention-grabbing to draw the customer in and convey a sense of what they can accomplish using this product.

ObjECTIvE

NO MORE WARNING SIGNS. CLEANING PRODUCTS CAN BE CHEMICAL & CONTAMINANT FREE.

1 2 8 / 1 2 9

C O U R S E PA C K 4 I N S T R U C T O R M I C H A E L O S B O R N E G R O U P P R O J E C T L I F E E S S E N T I A L S/ P R O D U C T I V I T Y

1 3 0 / 1 3 1



1 3 2 / 1 3 3


1 3 3 / 1 3 2

1 3 4 / 1 3 5



1 3 6 / 1 3 7


ABANDONING THE VIEW OF ONLY SEEKING AID ONCE SYMPTOMS HAVE ALREADY SET IN.

Walgreens Vitality line introduces Americans to a completely new way of taking care of your health. Abandoning the Western view of only seeking aid once symptoms have already set in, Vitality provides over-the-counter remedies that work to prevent ail-ments from happening in the first place. In keeping in line with our overall brand philosophy, many of the Vitality products use natural herbal ingredients such as roots, stems, f lowers and berries to treat and prevent illnesses. The packaging approach we chose was to walk the line between what consumers recognize as typical pharmaceuti-cal packaging and infuse that with designs that ref lect nature.

ObjECTIvE

OTC

1 3 6 / 1 3 7

C O U R S E PA C K 4 I N S T R U C T O R M I C H A E L O S B O R N E G R O U P P R O J E C T E S S E N T I A L L I V I N G / O T C

1 3 8 / 1 3 9


1 4 0 / 1 4 1


1 4 2 / 1 4 3



1 4 4 / 1 4 5

ETC.O6

ETC.

P R O J E C T E T C .

1 4 4 / 1 4 5

ART O F T H E O LY M PI A N S


1 4 4 / 1 4 5

ART O F T H E O LY M PI A N S

C O U R S E I D 2 / PA C K 2 P R O J E C T E T C .

1 4 4 / 1 4 5

I N S T R U C T O R T H O M A S M C N U LT Y / C H R I S T I N E G E O R G E


I GHT PL AC E, I GHT FE E LI NG

1 4 6 / 1 4 7

I GHT PL AC E, I GHT FE E LI NG

C O U R S E I D 1 / I D 2 P R O J E C T E T C .

1 4 6 / 1 4 7

I N S T R U C T O R D A R R E L L H AY D E N / T H O M A S M C N U LT Y


H A N B U N K O

K U S H I T S U R U

1 4 8 / 1 4 9

H A N B U N K O

K U S H I T S U R U

C O U R S E I D 1 / S E L F P R O J E C T P R O J E C T E T C .

1 4 8 / 1 4 9

I N S T R U C T O R D A R R E L L H AY D E N


1 5 0 / 1 5 1

C O U R S E PA C K 3 P R O J E C T E T C .

1 5 0 / 1 5 1

I N S T R U C T O R PA U L K A G I WA D A

COLOPHON


1 5 4 / 1 5 5

Copyright © 2013 Eri Slocum Nakamura. All Rights Reserved. No portion of this pub-lication may be reproduced, stored in a retrieval system, or transmitted in any form as well as by any means electronic, mechanical photocopying, recording, or otherwise without permission of the copy right holder.

E R I S L O C U M N A K A M U R A

P H O N E / 8 1 5 - 9 9 7 - 3 3 7 6

E M A I L / E R I . S . N A K A M U R A @ G M A I L . C O M

W E B / E R I N A K A M U R A . C O M

T Y P E FA C E S / G O T H A M & C H A PA R R A L P R O

P H O T O G R A P H Y / E R I S L O C U M N A K A M U R A

P R I N T E R / G I A N T H O R S E

B I N D E R / T H E K E Y P R I N T I N G & B I N D I N G

S C H O O L / A C A D E M Y O F A R T U N I V E R S I T Y

C L A S S / S I N I O R P O R T F O L I O

I N S T R U C T O R / M A R Y S C O T T

PA P E R / F I N C H F I N E / 1 0 0 i b T E X T W E I G H T

1 5 4 / 1 5 5

C O L O P H O N

Friends/ Pora Rith. Kelsey Rubbelke. Liscelyn Grifal. Asako, Shin, Rei, Rin, Katsumata and Satoshi Takekuma. Miranda Sterling and Masahiko Okuda. Cheryl, Josiah, Jeff and Faye Jacobs. Sanna Luukka. Carolina Tjhin. Lance Bottleson. Tiffany Nohealani Hiam. Akina Kawazu. Aya Wakabayashi. Nadia Izazi. All my fellow students who gave me helpful critiques and advices. Academic adviser/ Faustino Relova. Instructors/ Mary Scott.Roland Young. Darrell Hayden. Ariel Gray. Michael Osborne. Christine George. Tom McNulty. Megumi Kiyama. Tom Sieu. Ruben Antonio Mosqueba. Andie P. Doris B. Harrison. Marsha Rumer. Megan Adie, and Paul Kagiwada.

THANK YOU KEIKO, RINA, TAKEO & SADAKO NAKAMURA. TODD, TIM, NADINE, BILL, & BARBRA SLOCUM. YASUO FUJII. PUNCH. BRICK. TARZAN.


1 5 6 / 1 5 7

1 5 6 / 1 5 7

T H A N K Y O U

portfolio 2013

Documents

i e n t

d o t t o d o t8

d o t t o d o t2

d o t t o d o t4

d o t t o d o t6

d e d i c

n t r o d u c t i o

e d t od e s i g n e