Design Sophomore Studio II Spring 2012James Bonilla Corcoran College of Art + Design

logo 3stationery 4manual 5folder 6storyboards 7website 8gerald 9 puppets 10crayons 11onesie 12

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The concept behind the logo stems from the more dramatic, quirky nature of both children and theater. My goal was to convey both of those elements into a character that repre-sented the theater appropriately through an alternative take on the comedy and tragedy masks, as well as representing the playful nature of children.

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With the stationery, I wanted to illustrate the playful, fun nature of the company while still remaining professional and corporate at the same time. The button pattern and ‘learning curve’ on the stationery are recurring elements that are used throughout the brand to further illustrate the theme of play and introduce a secondary element that supplements the primary character and logo Gerald.

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Manuals aren’t exactly the most exciting thing to read, de-spite their importance, so I wanted to make the experience for the reader entertaining both in content and layout. I wanted to make the overall book feel indicative of the aesthetic style I’d formulated with the Gerald character, so side sewn binding was an obvious direction to take.

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The folder was designed to contain the manual and stationery packages. My intentions were to keep the folder as simple as possible and user-friendly. The themes of play were once again employed here through the curves, color placements, illustrations of Gerald engaging in whimsical activities and the die-cut on the front of the folder, allowing the viewer to ‘discover’ the contents of the folder upon opening it.

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The idea behind the animation was to bring the character Gerald to life and to develop his personality as the identity for the theater. In the animation, we see Gerald walking happily and then stop abruptly upon discovering the button on a string flowing down before him. Puzzled at first, he then becomes curious and pulls down on the tab, revealing the logo almost as if he were dropping a curtain during a show. My concept was to allude to childlike behavior and to notions of theater, as well as representing the company’s identity.

James Bonilla • Discovery Theater Animation Storyboard 1

The animation begins with a fade-in from black to show a string tab on the far left with a button handle.

Gerald stops and curiously looks at the tab. A few question marks appears over his head. An exclamation mark then appears above Gerald’s head, replacing the question marks. Simultaneously, he puts both hands over his mouth in surprise.

We see Gerald step in from outside the frame.

James Bonilla • Discovery Theater Animation Storyboard 1

The camera centers as Gerald jumps up to pull down the tab.

The logo remains stagnant briefly before fading away.

The logo is revealed as the tab is pulled down. Gerald quickly changes his facial expression from happy to sad while descending.

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For the website, I decided to keep a simple palette much like the rest of the branding. This was to allude to children’s drawings and how their unfinished quality was able to speak volumes regardless of the amount of content. Many recurring elements are portrayed here, such as the buttons and various quirky poses of Gerald.

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education about opportunities contact ©1995-2012 the smithsonian associates and smithsonian institution

education about opportunities contact

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Sometimes we forget that the most exciting adventures might be close to home. Educators from Wildlife Ambassadors join us as we explore backyard habitats through meeting some of the most beautiful, interesting, and LIVE American mammals. Learn how to live in harmony with our wild neighbors such as the red fox, raccoon, opossums, screech owl, rabbit and the elusive box turtle.

Wildlife Ambassadors is an environmental educational organization that teaches respect for wildlife and the environment. To learn more about them, please visit their website at www.wildlifeambassadors.org.

This show is funded by a generous grant from the Smithsonian Women’s Committee.

Tues.–Fri., July 10–13, 10:15 a.m. and 11:30 a.m.Smithsonian Ripley Center • Ages 2 to 6

©1995-2012 the smithsonian associates and smithsonian institution

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For the first of my promotional pieces, I wanted to bring Gerald to life in a more child-friendly, interactive manner by forming him into a functional doll.

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Similar to the first marketing item, puppets were an obvious choice due to the Discovery Theater originally being a theater that specialized primarily in puppetry arts. The finger puppets were meant to represent the logo more directly, whereas the doll represented the actaul character of Gerald.

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The Discovery Theater is centered around the arts and culture, so creating a set of crayons made sense to me. The three colors used in my logo were chosen for the set of crayons, to be consistent with the rest of the company’s identity.

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The demographic of the Discovery Theater ranges from infants to eleven-year-olds. With such a broad range of ages, I considered my options for attire and decided baby onesies would be a far more unique and interesting choice, not only because of the primary target audience, but because Gerald himself is almost reminisient of a baby.

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