Objective: Michelman a chemical solutions specialist (B to B company) is often confused for being a sister company to Michelin. We needed to change that assumption by completely rebranding Michelman differently than any other chemical company in its superior class. The hex was a major inspiring element which represented science. I was also inspired by emulsions and the periodic table of elements.
Result: Although the Michelman concepts were well received the company may be changing their name. Personally this is my favorite branding project because I integrated the elements, versus only having imagery and photography as background elements. I had a lot of fun and learned a lot about design with this project.
Here is a quote from a Linked in recommendation mentioning this project! (paragraph two)
"I had Juliana do some exploratory work around editorial design for a major client here at LPK. The basis of the idea was that we wanted the new design system (corporate identity) to feel like Fast Company. Smart pithy information in small bites that would allow audiences to get information quickly without working. We also wanted the design system to have a expert quality. I asked Juliana to do some exploring on what this could look like with only the Brandmark to go with. She was smart and thorough about how she approached the task and her work was right on target. She engaged me with questions, builds and she pushed ideas. She was a joy to work with and was able to bring work to the table that has influenced all the work we have done for the client since (which is a lot).
I also had the chance to work with her on a new brand identity system and what really impressed me was her research into the subject and then how she applied that knowledge to the work. She used personal connections to better understand the industry. She did a huge breadth of sketching that showed her reach and ability to think past that "one idea". Then she continued to push her design work with every critique. I was very impressed with her work, her responsiveness to feedback and her thorough approach to design.
She is a creative, positive team player who will kill herself working on projects not only because it's her passion but also because she wants the best for the company she works for and the client."
– Betty Bone, Senior Designer at LPK ___________________________
Created at: LPK Art Direction: Brian Akers Designer: Perez-Mitchell Design
INNOVATE FOR NIKE
Nike Basketball | Real World Concept (presented at Nike Headquarters)
Objective: Using co-creation and archetypes by combining the idea of super heroes and athletes, we delivered a design strategy to serve as the foundation for 2012 campaigns & beyond.
My role: Interview student athletes, innovate and sketch innovations that were inspired by superheroes & athletes “mashing”, design layouts for final train epic poster and methodology book.
Result: According to the Global Brand Director of Nike, this was “the most innovative approach in the past 10 years, this exposed a huge opportunity area for us”. Our insights and inspiration led to the way Nike is portrayed today. ___________________________
Created at: Crush Republic, 2010 Art Direction: Chris Ritter Designer: Perez-Mitchell Design
Co-Creation with Student Athletes (Interviews), Creating Toys, Brainstorming based off their mood boards, Final delivery at Nike
Create your super-avatar
Toys were made by student athletes from broken toy legs, torsos, arms, and heads. The kids gave the toys names and superpowers.
Nike Train Epic
Our findings summarized in a book for Nike employees. Each superhero & athlete had a special superpower we branded like the periodic table of superpowers.
Train Epic Book Spreads
I interviewed a student athlete who wished she could be faster on the court. So I gave her the attribute lightning to which she then created a toy and mood board for. Based on that mood board I thought of a lightning shoe that gave you the POWER to be fast. I then said:
"What if Nike products made you feel like you have the power to do, whatever it is that you want to do?". It was a simple question and my teamates loved the idea. We created more ideations based off this question.
Train Epic Poster
I created a large 2 sided poster that was sent to every Nike office in the world.
Display at Nike Headquarters
Growing up I would sketch inventions and put them in a "top secret" folder. This skill finally paid off! This is a shot of Nike employees inspired by the innovations I drew up, at Nike headquarters. This shot is priceless to me and I hope to someday step foot inside Nike.
Superhero athletes - Note: Executed by Nike, they took our theme & methodology and ran with it! this is to show how our concept of superheroes & athletes came to be.
Thank you Bree for thinking you weren't fast enough on the court. Your attribute "lightning" went a long way.
Last week we got a look at this pair of kicks as part of the Nike Zoom Hyperflight “Superhero / Superhuman” collection, and now we’re learning that the sneaker is expected to hit Nike Basketball accounts this Friday. This “Lightning” version represents Kevin Durant, and is inspired by his quickness on the court. The shoe’s blue base features tonal shading made to represent the night sky, while vibrant volt tones are applied to the lightning bolts. Look for these on Friday, March 29th at various shops, with retail set for $150.
CO-CREATION WITH CAM
Cincinnati Art Museum | Website Design
Objective: Each designer was to create 2 different designs that would be shown to the CAM director. In my concepts I wanted the artwork to be the hero but still build a mystery for each exhibition. I wanted the navigation to be simple, and intuitive. Each color block could represent a different section of the site.
Result: These two concepts influenced the final website in terms of navigation in color coding. I helped leverage the "bar" to create something never before seen.
Created at: Crush Republic Art Direction: Chris Ritter Designer: Perez-Mitchell Design
CAM Site Sketches
These were done on a 960 grid, which translated nicely in Photoshop
CAM Concept 1
CAM Concept 2
Concepts in Context
DOWNY GLOBAL BRAND ARCHITECTURE
Downy | Package Design Ideation
Objective: Explore different options that would make the Downy logo stand out against its background by using a shape. Find a way to make each downy flavor unique while being pattern & fashion inspired.
Taking inspiration from working on the Always brand as a co-op at LPK I used the same process to apply different personalities to new Downy infusions, these flavors were already described to us by P&G, I brought them to life with mood boards and sketches. We helped select illustrators to bring our designs to life as well. Check out the fashion inspired Downy infusions and how I influenced the design architecture on shelf today!
Inspiration: I was inspired by a project I worked on as an intern at LPK for Always Pinkcess where we added a persona to a package. I wanted each scent to have their own persona. After finding inspiration for each scent, I sourced illustrators to make my concept come alive. I suggested in my sketches and digital sketch not to put the logo in a shape because it felt suffocated. That was the direction they were trying to go in for a year little to my knowledge - but this tested better!
Result: The first picture shows Downy as it was on shelf, as you can see the logo today is much more legible than the original. The Downy logo can breathe within the organic space and show off its personality. ___________________________
Created at: Landor Associates Creative Director: Greta Dirsel Designer: Perez-Mitchell Design Final Realization: Stevenson Color
Downy simple pleasures before our re-design. As you can see the Downy logo is fighting for attention in the two right most designs. We needed to fix this!
Inspired by fabrics and personalities
Right most Sketch was the most impressive for the design director. She liked the idea of not having a constraining shape around the logo and having the graphics appear to be a wild rainforest.
After Pencil Sketch, Rough Digital Sketch in Photoshop
After - Downy Infusions
Today the Downy logo has an organic frame, and each scent has its own personality!