Jaclyn Smith

Project: WOMEN’S LIFESTYLE BRAND, REDESIGN

Client: Jaclyn Smith

Role: brand, design, creative direction, conceptual development, production

Season: launch Autumn/ Winter 2020

Format: apparel brand identity, concept, packaging + details, product, marketing and campaign strategy, brand pitch book

MoMA

Project: ENVIRONMENTAL DESIGN

Client: Victoria Bartlett, for artist Kai Althoff
The Museum of Modern Art, NY

Role: environmental design, production

Season: 2016

Format: curated environmental art space

Kai Althoff: and then leave me to the common swifts (und dann überlasst mich den Mauerseglern). Exhibit designed and curated by Kai Althoff and organized at the Museum of Modern Art by Laura Hoptman, Curator, and Margaret Ewing, Curatorial Assistant, Department of Painting and Sculpture.

© Kai Althoff, all images copyright and courtesy of the artist and MoMA, New York

Bee Kingdom

Project: BRAND EVOLUTION

Client: Bee Kindgom, art collective

Role: brand identity, retrospective traveling exhibition catalogue concept, direction, content, production

Season: 2012

Format: retrospective traveling exhibition catalogue, limited ed.

Thought process: The brilliant Bee Kingdom logo Bee was developed by one of the founding members, Tim Belliveau. The Bee and the breadth of work started the conversation drawing on the clear white cleanliness of art gallery spaces, the professional maturity of the Collective, and the playful iconography in their work.

The Retrospective Traveling Exhibition provided the perfect launchpad to celebrate the Bee Kingdom glassblowing collective by sharing the new brand identity with the fine art world.

Glass House Fine Art Collective

Project: BRAND DESIGN and CONTENT STRATEGY

Client: Glass House Fine Art Collective,
fine art disruptor startup

Role: creative lead, brand identity, marketing strategy, content strategy and development, events and activations

Season: 2013

Format: brand identity, glass truck vehicle wrap, marketing and promotional materials, website, social and digital content, merchandise

Thought process: Inspired by a deconstruction of the traditional “glass house”, rethought as angular, abstract ideas, which turned into abstract shapes. The typography speaks to an unconventionally playful view on the future. Magical light refractions inspired facetted geometric shapes and an expressive, artistic palette. The organizational design favours clean delivery, navigation by experience, and emotive word choices.

Branded merchandise targeted the rebelliously playful spirit at the core of the Glass House. Best selling items included rebel-without-a-cause sunglasses for viewing glowing, molten glass and cheeky gift certificates, inspired by Mad Libs.

photography by Erin Wallace

Karl the Store

Project: BRAND STRATEGY and IDENTITY

Client: Karl, the Store
Boutique retail environment, multiple locations

Role: brand identity, packaging design, surface design

Season: 2018

Format: brand identity including business suite collateral, packaging

Thought process: Karl the Store is a warm, eclectic oasis in the chilly fog of San Francisco. A mix of contemporary and vintage furniture, home goods, jewelry, clothing, art, Karl the Store needed a brand anchored in mid-century modern design.

Learn through Art

Project: EDUCATIONAL BOARD BOOK SERIES, TODDLER

Client: published by Garfinkel Publications

Book launch: Seattle Art Museum / Vancouver’s Kidsbooks, in partnership with Native Northwest

Role: ideation and creative direction, original content, learning tools, design, production

Season: 2010

Format: board book series, non-toxic paper board sourced from sustainable forests and non-toxic, soy-based inks

Thought Process: Created and designed for Pacific Northwest Coast and First Nations’ toddlers, this board book series was developed as a set of learning tools to support traditional heritage, history, and storytelling. Accuracy, inclusivity, and cultural relevance were paramount. Illustrations and support provided by a large group of Pacific Northwest Native and First Nations artists.

Designing for a toddler included key considerations: educational content growth throughout the series, rounded book corners, and thoughtful production including non-toxic paper board sourced from sustainable forests and non-toxic, soy-based inks.

Since inception, the board book series has connected cultures, sharing First Nation’s and Pacific Northwest Coast art and stories with children around the world. The series is sold throughout Canada and the United States and has been adopted by school boards from North America to Africa.

Islander

Project: APPAREL and HOME CONSUMER PRODUCTS, BRAND REDESIGN + RELAUNCH

Client: Sears and Kmart stores

Role: brand, design, content strategy, art direction

Season: Spring/ Summer 2020

Format: brand identity, packaging, social content, in-store retail environmental design and signage

Thought Process: This project had a quick turnaround and some big boots to fill. The target was to make a brand for everyone. (i.e. the impossible feat, to be avoided always.) Product channels included multiple-category apparel, for all ages and genders, as well as, home goods, and other consumer products.

After heading down a bunch of creative paths that were not working, I was listening to the Beach Boys and it hit me: Everyone likes a clean, crisp ocean breeze! The Beach Boys were the answer! A little injection of 1960’s surf style and a twist on Americana prep added the democratic balance Islander needed.