alternative modes

ALTERNATIVE MODES

_jonathan graziani_design portfolio

vol 01

Copyright 2010 All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the written permission of Jonathan Graziani.

Jonathan [email protected]

Academy of Art University79 New MontgomerySan Francisco, CA USA

Department Director_Mary ScottCourse_Portfolio SeminarInstructor_Mary ScottTitle_Alternative Modes Printer_BlurbText Stock_Proline MatteTypefaces_DIN Next ProCamera_Sony DSLR-A200Photography_Jonathan Graziani, Tiffany Moy, Ana GonzalezScanner_Epson 4490 PhotoSoftware_Adobe Creative Suite CS6

_alternative modes

To everyone who helped me get here.

_alternative modes

Growing up with a deaf brother, I learned to sign before I could speak. Later, as I learned to be a designer, those simple, physical gestures have stayed with me and have taught me that there are unlimited ways to communi-cate and tell a story. Thinking in alternative modes has become my process and my passion.

Jonathan Graziani_design portfolio

01. _THE SOCIAL HIVE p_8

02. _THE PAPER ARCHITECT p_36

03. _THE ART OF SHAVING p_52

04. _FLIGHTS OF FANCY p_76

CONTENTS

_alternative modes

05. _DATA ASPHYXIATION p_98

06. _HUMAN + MACHINE p_112

07. _PROZAC p_124

08. _WORLD MARKET p_142

09. _LOGOS p_184

THE SOCIAL HIVE

_project _the brief Focusing on sustainability and the Living Principles, identify a problem and design a solution based on an idea that crosses over several types of visual languages.

_course Print 2

_instructor Tom Sieu

_category Print Digital Media

_deliverables R3 Lab Book Packaging Enviromentals Website/APP

_typography OfficinaSans BennuSansA

_group Jonathan Graziani Tiffany Moy Deva Neale

alternative modesjonathan graziani_design portfoliop_8 course_print 2

_approach In this group project, its mission is, at its surface, to help promote the growth and well-being of honeybees. In saving these vitally important creatures, we seek to encourage positive changes in urban environmental, societal, economic and cultural capacities. In addition to partnering with Proxy

to provide a location to reach the local public, Bee Space offers a versatile in-depth social network that connects people from around the globe to gather data, share experiences, and form a thriving community to bring the honeybee back from the brink.

p_9 section_01 02 03 04 05 06 07 08 09 project_the social hive

A01._ To help promote the growth and well-being of honeybees, we will provide a sustainable urban bee keeping facility, experiences, and education to support a viable natural ecosystem for San Francisco residents.

B02._ sense of community light-hearted sophisticated user friendly modern informative

C._write briefA._honeybee CCD agriculture proxy urban bee farming urban farming

B._colony collapse disorder misconception of bees insufficient data

01. _RESEARCH honeybees

02. _IDENTIFY PROBLEMS honeybees

03. _DEFINE ATTRIBUTES bee space

THE SOCIAL HIVE

_alternative modes


sense of community light-hearted sophisticated user friendly modern informative

D04._A book that represents an in-depth proposal to Proxy detailing not only our intentions for the proposed space but also information on honeybees them-selves, why they so drastically need our help and a breakdown of our plans for launching a bee-centered social network. bee space social network application

promotional packaging

environmental advertising

C03._collect bee data proxy education local community network database

E._community F._network functionalityD._emotional impact

03. _DEVELOP SOLUTIONS for bee space

04. _DETERMINE DELIVERABLES for bee space


PROX Y

www.beespace.com

PROXY

THE SOCIAL HIVE

Proxy

My Hives

Harvest

Profile

Bee Medic

Resource

Bee Space

HivesApiariesInspectionsPhotos

39˚W, 124˚NHAYES VALLEY

Copyright © Bee Space 2011. All rights reserved. Terms of use About Contact Profile Help

APIARIES

Fri 8°C – 16°C

7°C – 15°C

8°C – 14°C

8°C – 14°C

Sat

Sun

Mon

San Francisco, CAPartly Cloudy, 16°C

updated 52m 38s ago

next1 of 12 prev

Tom’s Haus

Hayes & Broderick

This apiary contains three BeeHaus hives that operate...

Tiffany’s Pollination Party

Fulton & Pierce

Three hives under expert care have yielded honey much...

Jonathan’s Bees Best Friend

Fell & Baker

With six Langstroth hives working at full capacity...

Deva’s Busy Ladies

Hayes & Steiner

Four hives reside at this location with a yeild of 24

www.beespace.com

PROXY

THE SOCIAL HIVE

Proxy

My Hives

Harvest

Profile

Bee Medic

Resource

Bee Space

HivesApiariesInspectionsPhotos

edit

Add Hive

Re-Queen

Add Apiary

Inspection

Archives

+

+

Tools

192

128

96

64

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24

16

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02004 2011201020092008200720062005

ASSISTING YOUR BEE NEEDS WITH

ANNUAL HONEY HARVEST TRACKER

Hive1

Hive

Queen

Harvest

Photos

Inspected

Issue(s)

Last Inspection

LangstrothQ/Hive 1No Harvest12 Photos

09/03/2011none

Hive2

Hive

Queen

Harvest

Photos

Inspected

Issue(s)

Last Inspection

LangstrothQ/Hive 2Yes Harvest6 Photos

09/04/2011none

Hive3

Hive

Queen

Harvest

Photos

Inspected

Issue(s)

Last Inspection


09/8/2011none

Hive4

Hive

Queen

Harvest

Photos

Inspected

Issue(s)

Last Inspection


10/03/2011none

Hive 1

Hive 2

Hive 3

Hive 4

Copyright © Bee Space 2011. All rights reserved. Terms of use About Contact Profile Help


My HivesBack Profile

Home MoreScan Apiary Social Hive

Add Hive

Add Apiary

+

Hive 1

Hive 2

Take Photo

Bee MedicBack Upload


Hive Summary

Medic Problem

Photos

Hive 1

Hive 1Hive Type: LangstrothUnique ID: 3489Manual Link: http://hive.es/3489Queen Installed: Q/Hive1 20th April 2010Created: 20th April 2010Apiary: Hive 1Colony Source: Bought PackageParent Colony:Child Colonies: None

List Issue(s)I have now replaced 4 queens in the last 2 months. I don’t know what is killing them. My bees seem more aggressive this month.

My HivesBack


Hive Summary Hive 1

Hive 1Hive Type: LangstrothUnique ID: 3489Manual Link: http://hive.es/3489Queen Installed: Q/Hive1 20th April 2010Created: 20th April 2010Apiary: Hive 1Colony Source: Bought PackageParent Colony:Child Colonies: None

Edit Hive

Re-queen

Archive

+

Bee MedicBack Profile

BeesFeed Hive Mates

Tom SieuDid you harvest yet?

2:45 PM

Tiffany MoyJust got a new queen!

4:13 PM

Jonathan GrazianiNew Honey Harvest!

11:21 AM

Deva NealeBought a new BeeHaus...

7:38 PM

Steph GraeginI dont see eggs!

9:05 PM


InspectionBack

Choose Hive Hive 1

Laying Pattern1: Poor

Queen Cells–

Flight Orientation–

Varroa Drop–

Pollen Arriving–

Temperament–

Queen Seen

Eggs Seen


ScanClear Done

Home MoreApiary Social Hive

Hive Scan

Scan

ApiaryBack Profile


39˚W, 124˚NNOE VALLEY

InspectionBack

Choose Hive Hive 1

Laying Pattern1: Poor

Queen Cells–

Flight Orientation–

Varroa Drop–

Pollen Arriving–

Temperament–

Queen Seen

Eggs Seen


Bee Medic

Bee Medic1 unread medic message

New Issue

Recent Activity2 pending medical issues

Back Profile



THE PAPER ARCHITECT

_project _the brief Design and manufacture a clock based around your choice of inspiration. Create packaging to showcase the clock/lamp and brand essence.

_course Package Design 3

_instructor Thomas McNulty

_category Packaging Industrial Design

_deliverables Clock Clock Packaging

_typography Univers Custom Typeface

alternative modesjonathan graziani_design portfoliop_36 course_package design 3

_approach The design of this clock is based around the “Paper Arbor” in Nagoya, Japan. Ban’s first free-standing building using the paper tube technology. I infused Ban’s philosophy of “emphasis on issues of conservation, economy and accessibility does not necessarily involve a sacrifice in architectural beauty” and paper tube technology into the clock which also functions as a lamp. Shigeru Ban’s architecture has an extraordinary synthesis of structural space and time. Using little more than paper tubes, concrete and wood allows him not to overtly express his struc-tural elements but to incorporate them into the design. With

the advent of sustainability, cardboard and paper have taken supremacy as a packaging material to protect the valued object and to not harm the environment in the process. Ban has taken this vision and has made paper the lead role in his work.

p_37 section_01 02 03 04 05 06 07 08 09 project_the paper architect

A01._ The most important motif in Ban’s work is the invisible structure. That is, he doesn’t overtly express his structural elements, but rather chooses to incorporate it into the architectural design.

B02._ space time structure sustainable warmth tranquility

B._write briefA._shigeru ban japanese culture clocks lamps architecture sustainability

01. _RESEARCH shigeru ban

02. _DEFINE ATTRIBUTES clock/lamp

THE PAPER ARCHITECT

_alternative modes


C03._Made from 100% recyclable materials paper, wood and concrete. Solar/electric powered rotational clock/lamp.

D._physical characteristics E._functionalityC._emotional characteristics

03. _MAKE CONNECTIONS between ban’s architecture and a clock/lamp

04. _DETERMINE DELIVERABLES for clock and packaging


a sense of space and time—SHIGERU BAN CLOCK/LAMP

The Shigeru Ban is a synthesis of structure, space and texture. The clock’s core structure is constructed from paper tubes because paper is neither permanent or temporary just as space and time. The clock is also multifunctional. It serves as a clock and desk lamp. With the advent of sustainability, cardboard and paper have taken supremacy as packaging material to protect more valued objects, to serve rather than to lead. Shigeru Ban has taken this preconceived vision and has made paper the lead role in his work.

Made from 100% recycled material and paper tubing

SHIGERU BAN 5 Matsubara, Setagaya Tokyo, Japan 156-0043

shigeruban.clock.com


THE ART OF SHAVING

_project _the brief Rebrand an existing company with a new logo, a new identity system and a brand standards manual to guide the redesign.

_course Identity 2

_instructor Todd Hedgpeth

_category Branding Package Design

_deliverables Branding Manual Packaging

_typography Eames Century Modern Knockout Sentinel

alternative modesjonathan graziani_design portfoliop_52 course_identity 2

_approach To rebrand and develop a new branding story in a unique, witty and sophisticated way that would encompass the brand’s dedica-tion towards bringing back the traditional shave while retaining the most recognizable parts of the brand’s equity. The brand was in need of a more personal feel for its consumers. The Art of Shaving is a specialized brotherhood of shaving that provides traditional shaving services and high quality products for the

man who appreciates the experience of the traditional upscale shave. The new branding created an elite shaving gentlemen’s society essence paired with tongue in cheek illustrations and witty humor to show consumers we are serious about our quality products for men with shaving issues, but at the same time, we are not your grandfather’s dull shaving products.

p_53 section_01 02 03 04 05 06 07 08 09 project_the art of shaving

A01._ To create an elite shaving gentle-men’s society essence paired with tongue in cheek illustrations and witty humor to show consumers we are serious about our quality prod-ucts for men with shaving issues, but at the same time, we are not your grandfather’s dull shaving products.

B._write brief/USP

SKIN ISSUES

THE ART OF SHAvING

TRADITIONAL SHAvE

A._art of shaving men with shaving issues traditional shaving tips new advances in shaving

01. _RESEARCH the art of shaving

02. _DEFINE CONCEPT brotherhood of shaving

THE ART OF SHAVING

_alternative modes


C03._branding manual packaging for products environmental

B02._classic sophisticated mystique cheeky witty

D._traditional illustration E._elite shaving graphicsC._cheeky typography

03. _DEFINE VISUAL LANGUAGE the art of shaving

04. _DETERMINE DELIVERABLES the art of shaving


FLIGHTS OF FANCY

_project _the brief Select a convention of our choice or make up a convention to create the branding for the upcoming event. While researching the convention, establish a theme that encompasses the heart and soul of the convention.

_course Print 1

_instructor Nicole Flores

_category Print Design Package Design Digital Media

_deliverables Card Set Posters Packaging Website

_typography Eames Century Modern Gotham


_approach Ever since I could walk and use a pair of scissors, I have been obsessed with building fantasy themed suits and crafts. This project allowed me to get back in touch with my fantasy world again. Through this, Flights of Fancy was born, which is a com-petition for human powered flying machines and is inspired by the original human powered flying expo, the International Birdman in England. The goal was to create a memorable and exciting branding story that would showcase the heart and soul of human powered flying machines. For the core branding, a fictitious character was

created, who would appear throughout the campaign in human powered flying machines. A sophisticated, scientific language was used that would convey the essence of the process of build-ing human powered flying machines. The building of the machine is really the joy and love in the heart of the flight competitors.

p_77 section_01 02 03 04 05 06 07 08 09 project_flights of fancy

A01._ To create a memorable and exciting branding story that would showcase the heart and soul of human powered flying machines. For the core branding, a ficti-tious character was created, who would appear throughout the campaign in human powered flying machines. A sophisticated, scientific language was used that would convey the essence of the process of build-ing human powered flying machines.

B._write brief/USPA._aeronautics wright brothers da vinci theory of flight birds psychology of flight

01. _RESEARCH flight

02. _DEFINE CONCEPT human powered flight

FLIGHTS OF FANCY

_alternative modes

DESIRE TO FLy

FLIGHTS OF FANCy

AERONAUTICS


C03._card set poster series promotional piece website environmental

B02._imagination technical scientific passion incite

D._flight blueprints E._scientific languageC._illustrative characters

03. _DEFINE VISUAL LANGUAGE flights of fancy

04. _DETERMINE DELIVERABLES flights of fancy


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Flights of Fancy challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! Flights of Fancy implies inspiring dreams of flight, but all these crafts will ultimately splash into the waters below. The human powered crafts are judged not only on their flight’s distance, but creativity and showmanship as well.

Caution: Flights of Fancy may cause extreme excitement. In some cases in humans, it may cause vivid bird like dreams and hallucinations. Proceed with caution when acting upon bird like hallucinations.

STATUS CHECK:

AIR BALANCE

+ CONDOR + DA VINCI

+ KINGFISHER

flightsoffancy.com

clear for take off

MAY 27–28th HYDE STREET PIER SAN FRANCISCO

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DATA ASPHYXIATION

_project _the brief To design a typographic conference addressing pertinent issues facing the topic of typography and the roll designers play when using typography as a means to communicate. The topic should be conveyed in a form of conceptual experimental media.

_course Typography 3

_instructor Ariel Grey

_category EXPM Typography Print Design

_deliverables EXPM Book

_typography AauxOffice Blender Pro LuggageBroken OCR Numbers

alternative modesjonathan graziani_design portfoliop_98 course_typography 3

_approach Develop a conference to raise awareness of the disorders we are now experiencing due to information overload. As we spiral into the digital revolution with every new technological advancement, we journey deeper down into the digital rabbit hole. Our perception of reality is changing and will transform our environment. The hallucination of the digital world is unedited and intensified which allows people to question and develop alternative forms of visual language and the future of human life. We are seeing increasing paralyzing levels of mental pollution caused by media expansion and technological advancements. This in the end is causing us to have a sensory overload and creating a memory disorder.

For the experimental book, starting on the front cover, begins a conscious flow of information and thought which will stimulate the reader into feeling overloaded as we are in our daily lives. As you proceed further in book, you discover that the information is highly structured despite it being bombarded with digital noise juxtaposed to the information. As the book ends it questions our lives as humans and if there will be a new future species.

p_99 section_01 02 03 04 05 06 07 08 09 project_data asphyxiation

A01._ To create a book, starting on the front cover, begins a conscious flow of information and thought which will stimulate the reader into feeling overloaded as we are in our daily lives. As you proceed further in book, you discover that the information is highly structured despite it being bombarded with digital noise juxtaposed to the information. As the book ends it ques-tions our lives as humans and if there will be a new future species.

B._write briefA._information overload neurology memory disorders psychology of the mind bionics

01. _RESEARCH data asphyxiation

02. _DEFINE CONCEPT information overload

DATA ASPHYXIATION

_alternative modes

INFO OvERLOAD

1024MB CONFERENCE

BIONICS/NEUROLOGy


C03._abstract book card set

B02._conscious flow chaos scientific graphics structure digital noise

D._fragmented typography E._info graphicsC._pixelated digital noise

03. _DEFINE VISUAL LANGUAGE 1024mb conference

04. _DETERMINE DELIVERABLES 1024mb conference


PROZAC

_project _the brief Choose a brand that you wouldn’t associate with home gardening and create a garden line around it. Push the packaging to be multifunctional and more than just a box to protect the primary valued item.


_instructor Thomas McNulty

_category Packaging Sustainability

_deliverables 5 Piece Box Set Planter Box

_typography Univers


_approach Develop a connection between the medical brand name, Prozac and gardening that will capture loyal gardening consumers and attract a new audience of consumers that are looking for fulfill-ing ways to improve their health and well-being.

Recent studies have shown that 18.8% American adults experi-ence a major depression disorder in a given year. Through horticultural therapy, it has been shown that gardening induces positive emotions by relieving stress and alleviating depres-sion. Studies have shown that physiological indicators such as respiration, pulse and blood pressure respond positively while gardening inside or outside.

Each package has a fun, slightly humorous yet sophisticated headline that references a specific disorder in which the product is known to help in a unique way. Having a medical slant keeps the brand’s essence and integrity intact and also allows the product to stand out from the rest of the competition. The pack-aging is multifunctional. The inside corrugated packaging turns into a biodegradable planter box and contains biodegradable seed kits which can be placed directly into the ground for growth.

p_113 section_01 02 03 04 05 06 07 08 09 project_prozac

A01._ Develop a slightly humorous yet sophisti-cated headline that references a specific disorder in which the product is known to help in a unique way. Having a medical slant keeps the brand’s essence and integ-rity intact and also allows the product to stand out from the rest of the competition.

B02._ sophisticated light-hearted sustainability geigy medical unique

B._write briefA._prozac horticulture therapy sustainability plants

01. _RESEARCH prozac

02. _DEFINE ATTRIBUTES prozac

PROZAC

_alternative modes


C03._Design five different garden line boxes. The packaging is multifunctional. The inside corrugated packaging turns into a biodegradable planter box and contains biodegradable seed kits which can be placed directly into the ground for growth.

D._physical characteristics E._functionalityC._emotional characteristics

03. _MAKE CONNECTIONS between prozac and horticulture therapy

04. _DETERMINE DELIVERABLES for the garden line packaging


HUMAN + MACHINE

_project _the brief Rebrand an existing company with a new logo, a new identity system and a brand standards manual to guide the redesign.

_course Identity 3

_instructor Todd Hedgpeth

_category Branding Print Design

_deliverables Branding Manual Branding Poster

_typography DIN Next Pro


_approach The strategy for the Dremel project was to break through the chaos of the same common power tool branding with a sophis-ticated identity that would stand apart from the competition with a sense of bold creativity. The brand idea of specialty tools for inspiring unexpected creations plays out through the mess-aging of what the tools and bits are capable of creating.

Inspiration for the Dremel mark began at the post industrial revolution about the time Dremel was born. At this moment in time is where we see machines harmonizing with humans and working together as one. With this ideology in mind, I decided to create a brandmark that depicts the fusion of machine and human as one.

p_125 section_01 02 03 04 05 06 07 08 09 project_human + machine

A01._ Inspiration for the Dremel mark began at the post industrial revolution about the time Dremel was born. At this moment in time is where we see machines harmonizing with humans and working together as one. With this ideology in mind, I decided to create a brandmark that depicts the fusion of machine and human as one.

B._write brief/USPA._dremel industrial revolution craftsman community

01. _RESEARCH dremel

02. _DEFINE CONCEPT human + machine

HUMAN + MACHINE

_alternative modes

HUMAN

DREMEL

MACHINE


C03._branding manual environmental

B02._Speciality versatile community inspiring industrial

D._modern iconography E._ european industrial photographyC._community brand narrative

03. _DEFINE VISUAL LANGUAGE dremel

04. _DETERMINE DELIVERABLES dremel


WORLD MARKET

_project _the brief Reinvent the branding and packaging of World Market’s store and private labels in a collaborative team effort.


_instructor Michael Osborne

_category Brand Strategy Packaging Industrial Design

_deliverables 80–100 SKUs

_group Jonathan GrazianiTiffany Moy Ana Gonzalez Chhunpora Rith


_approach In this complex group project, we rejuvenated World Market’s current store brand by carefully categorizing and inventing lines of products that cater to a new generation of buyers. In life we surround ourselves with objects and other emotional elements that define who we are and our personal experiences. Our brand

is about capturing and discovering emotions from things that are important to you which make up your essence. We created a store brand with three categories and four private label brands to elevate World Market to another level.

p_143 section_01 02 03 04 05 06 07 08 09 project_world market

STORE BRAND

Gentle but reliable cleaning products with a splash of light-hearted humor.

_department: Performance

_target audience: 25–50 Men & Women

A. newsprint

B. gentle

C. instructive

Traditional family food products from around the world.

_department: Food & Drink


A. nostalgic european

B. parcels

C. homey

Sophisticated affordable cleansing products for the modern women.

_department: Bath

_target audience: 25–50 Women

A. refreshing

B. modern

C. tranquil


PRIVATE LABELS

Handpicked gourmet food from around the world.

_department: Food


A. travel tickets

B. cultural

C. sophisticated

Fantasy inspired kids bath products.

_department: Bath

_target audience: 3–9 kids

A. playful

B. fantasy

C. amusing

Family bonding BBQ products with a cheeky undertone.

_department: BBQ Products

_target audience: 25–55 Men

A. cheeky

B. tall tales

C. natural

Speciality self service market.

_department: Self Service Food


A. nautical

B. farmers market

C. artisan


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I N G R E D I E N T S : B O M B A R I C E ,

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F E N U G R E E K , C AY E N N E

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LOGOS

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alternative modesjonathan graziani_design portfoliop_184

p_185 section_01 02 03 04 05 06 07 08 09 project_logos

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To my family for their consistent support. My cat, Amelie, for being there for me. All my friends from San Francisco especially Tom and Rita. Mary Scott for guiding me in the process of making this book. All my inspiring teachers at the Academy: Mary Scott, Sami Saaud, Michael Osborne, Roland young, Tom Sieu, Thomas McNulty, Todd Hedgpeth, Christine George, Ariel Grey, Carolina De Bartolo, Scott Rankin, Allen Gaoiran, Chamindri Wijemanne, David Hake, Laura Milton and Nicole Flores. Thank you everybody.

_thank you

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