MATT KRIEGEL / GRAPHIC DESIGNPortfolio 04.04.2015mattkriegel@gmail.com619.787.6044

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TAYLORMADE GOLF / BALL PACKAGINGTaylorMade golf ball packaging is designed to create an overall brand presence on the shelves as a grouping among competitors, while accurately communicating the personality of each different ball. Various printing techniques are explored and executed according to budget.

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2013 PGA CHAMPIONSHIP CART BAGLimited Edition PGA Championship logo and Cart Bag. These bags are used by all TaylorMade Tour Players during high profile tournaments and are designed to be highly visible and create excitement around our brand. Limited inventory is offered to the consumer as an exclusive item for purchase.

The shape of the logo is inspired by the gravestone of Fredrick Douglas, who is buried in Rochester. It is a nod to Douglas’ time spent in Rochester and the city’s rich civil rights history. The Star on top is a nod to “The North Star”, an anti-slavery newspaper published by Douglas and circulated in Rochester starting in 1847.

The trophy represents the Wanamaker trophy, named for Rodman Wanamaker, a department store magnate who hosted the exploratory meeting of the Professional Golfers Association in 1916, where the idea for the tournament was conceived, and who provided the trophy still used today. This will be the 95th PGA tournament.

The honeycomb pattern and the color yellow represents the Yellowjackets, the University of Rochester’s athletic team mascot. The university of Rochester and the Oak Hill Country Club made a land swap in 1926, benefiting both parties, and giving Oak Hill the opportunity to expand into the venue it is today.

The 6 oak leaves represent Oak Hill Country Club as the only club in the United States to have hosted all six of the Men's major championships that move around the country.

The 2013 is on a bronze plaque, which represents the club’s renowned “Hill of Fame,” which occupies a memorable rise to the green of the long, signature par-5 13th hole. At the base of the magnificent trees that shade the rise and define the hole, plaques are placed to honor the game's luminaries.

“Gloria Ultimus” in Latin, is a nod to the university of Rochester and translates to Glory’s Last--referring to the controversial nickname given to the PGA Championship.

The combined initials are a tribute to the e�orts of Donald Ross and Dr. John Ralston Williams. Williams was a local physician and civic personality who, in 1926, cultivated oak trees and planted tens of thousands of them among the greens on what once was a farmed-out field. Donald Ross designed hundreds of famous golf courses in his lifetime, as well as the East Course at Oak Hill, the venue for the 2013 PGA Championship.

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2012 OPEN CHAMPIONSHIP CART BAGLimited Edition OPEN Championship logo and Cart Bag. These bags are used by all TaylorMade Tour Players during high profile tournaments and are designed to be highly visible and create excitement around our brand. Limited inventory is offered to the consumer as an exclusive item for purchase.

The violet atop the crown represents Violet Talbot, whose close relationship with Her Majesty Queen Mary helped Lytham & St. Annes secure its “Royal” title in the 1920s. The three stars on the front of the crown are borrowed from the crest of the Clifton family, Lytham and St. Annes’ leading family until the mid 20th century; two of the town’s main thoroughfares are named for them. The crown’s 10 beads are a reminder that the Open Championship has been held at Royal Lytham and St. Annes 10 times since the club’s founding in 1886; this year will be the 11th.

The red banner is an ode to the Champions Belt, which was the trophy awarded to Open Champions until 1870, when Young Tom Morris kept it permanently after winning the Championship the third time.

The windmill is a nod to one of the town’s most famous landmarks, Lytham Windmill, and a reminder of the typically windy conditions that prevail on the course.

The LifeSaver is a tribute to the Royal National Lifeboat Institution of St. Annes. It was founded in 1824. Since the RNLI was founded, its lifeboats have saved over 137,000 lives (as of November 2006).

The three windows represent the Royal Lytham and St. Annes par-three first hole; it’s the only course on the Open Championship rota to open with a par-three.

The initials TL stand for TaylorMade Tour Sta� professional Tom Lehman, whose victory at Royal Lytham ande St. Annes in 1996 made him the first American to win there since Bobby Jones 70 years before.

In 1969, the eventual champion launched a prodigious drive o� the 18th tee during the final round. The BBC television commentator remained silent until the ball stopped rolling before famously saying “What a corker.”

The magnet and the number 203 refers to the course’s 203 bunkers and how they seem to have a magnetic attraction to balls that come near them.

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PRODUCT PHOTOGRAPHYR1 Driver photography art direction . I worked with studio photographers to get the most effective lighting and angles necessary to show off the clubs unique features and technology.

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PRODUCT PHOTOGRAPHYAEROBURNER product family photography art direction. I worked with studio photographers to capture the most effective lighting and angles necessary to show off the unique features and technology and tell the brand story. Several plates were made so that we can vary the content of the images as needed.

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TAYLORMADE SLDR IRONS POSTaylorMade created a stunning blend of performance and classic styling with the SLDR irons that delivers longer distances with a soft feel and sound that rivals many high-tech forged offerings on the market. Below are key pieces of a larger POS kit that was delivered to retailers across the globe.

Frame Graphic Frame Graphic

Teaser web banner Retailer web bannerDie-cut window cling

Club shaft violator

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CUSTOM POS DISPLAYBelow are custom Point of Sale displays that communicate TaylorMade’s point of view and product marketing messaging.

One-Ball sleeve pack-out for Australia market offers interesting display options at retail.

Custom golf ball displays for Dicks / Golf Galaxy account

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SUN DIEGO LIGHTBOX DISPLAYSLightbox displays for a various Sun Diego retail locations, focusing on Skate and Snow team athletes.

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SUN DIEGO LIGHTBOX DISPLAYSLightbox displays for a seasonal satellite retail location named “By the Beach”, focusing on surf and swim beach culture using models and surf team athletes.

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SOLE TECH / ETNIES MIKEY TAYLOR SHOE ADVERTISEMENT CONCEPTAdvertising concept featuring Etnies footwear. Print ad spread and single page.

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TRANSWORLD SKATEBOARDING MAGAZINECover and 8 page ad layout. Transworld supplied the images and text.

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AUTOMATIC SKATEBOARDING MAGAZINECover and layout examples from Automatic Magazine.

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AUTOMATIC MAGAZINE BATTLE OF THE SHOPSFor the 5th BOTS, Automatic was approached by ASR to present our contest at their yearly event. Below are part of the assets I created for the event.

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VARIOUS LOGOSLogo design for application on product, T-Shirts, Stickers, Banners, and more.

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ADIDAS GOLF BRAND IDENTITY GUIDELINESThe adidas Golf Brand Identity guide was designed so that any designer across the regions could maintain a consistent look and feel when executing any print, web and retail executions. I took cues from global adidas and made modifications to accommodate our needs.