What happens when corkyness meets minimalism? When humor meets strategy, and when different bright colors fit together when they are not suppose to?
These dualities represented some of the biggest design challenges of rebranding Thoughtlab, but they also serve as a great metaphor to the company itself.
This small digital boutique is an process-driven, outgoing, unapologetic bunch of talented young people that needed a refresh in the company's identity in order to better communicate their values.
The robust website took months to be completely and it's still, in some ways, a work in progress. The team was always very receptive to the inclusion of engaging easter eggs, and humorous payoffs to interactions, which demanded a level of refinement and involvement that is not commonly seen when building your own website.
You can see the result of this work here
The Canadian artist Tim Barnard was also brought in to do some of the panels that illustrate the services offered by the studio.
Stephanie Rad set out to fulfill her goal of designing sophisticated luxury clothing for the modern woman by launching her own label in New York City. Her collection reflects her own elegant style, resulting in a line that is as timeless and refined as it is versatile and functional. Stephanie approached ThoughtLab to help strategically define her brand and introduce it to the retail market.
For Success. Rad’s “label-less” approach to fashion is designed to empower women to move through the day in style by wearing exceptionally fitting, high-end clothes. Playing with the concept of understated luxury, we created a signature element that could serve as a foundation for the brand: brackets. The empty space between these marks is used as a metaphor to the label-less approach of Rad’s brand, as well as a playful way of creating a recognizable brand image through the intentional use of nothingness. This theme was woven through every aspect of the brand design: logo, clothing labels, business cards inspired by garment tags, and a look-book that’s turned into a signature branding experience.
Rinse and Repeat. With the first collection scheduled to launch later this year, ThoughtLab created a solid foundation for the Stephanie Rad brand that will allow the collection to shine as brightly as it empowers women to handle their fashionably fast-paced lives. Watch out for Stephanie Rad: she’s going to be among the next style leaders in a New York Second.
Red Card to Racism: football as a transformation tool. Football is the biggest sport in the world and in a sense it belongs to us all. Yet unfortunately, incidents of racism and intolerance are also present in this sport, and it ranges from amateurs to professionals.
Red Card to Racism’s aim is to educate people about color discrimination as well as providing ways to fight it, by sharing great minds, influential people and heroes of the cause experiences on the subject, as an attempt create an environment capable of increased tolerance towards diversity. We believe that by using the most popular sport in the world as a tool to deliver this message, we can build a better world for the future generations.
The Concept behind "Redcard to Racism" was to bring back ideals of the futurist movement, striving for a unified world, racial tolerance and the building of an era free from cultural backgrounds and prejudice. I looked to the past to build the future, taking as reference great inspirations like Saul Bass, Paul Rand and Luba Lukova. The "do it yourself" aesthetic creates an almost childish atmosphere to show that we all have a part in this and all the goals of campaign are achievable.
The typography was made to be really simple, only playing around with heights and colors. Simplicity is the key to create a universal identity able to spread the anti-racism message using the most popular sport in the world as a catalyst.
GE's annual report is an early ambitious project that can take up to 5 months to be completed. The company's size, multiple business and layers of approval, associated with high-standards and expectations make the creative process long and challenging.
The designs displayed on this page are part of an extensive layout and thematic exploration done before even the actual design phase begins.
The final version of the annual report can be seen here
This project was conducted by Design Diretor Kin Yuen and Creative Director Richard Colbourne at Addison Design.
GE Annual Report 2014 was award with Merit in the categories of "Print" and "Annual Report" on the world-wide recognized Graphis Design Annual 2016.
This is a educational project developed in Alisa Zamir Visual Communications 2 class at Pratt Institute Communication Design Master's Program.
The official mission of the Museum of Sex is “to preserve and present the history, evolution, and cultural significance of human sexuality. In its exhibitions, programs and publications, The Museum of Sex is committed to open discourse and exchange, and to bringing to the public the best in current scholarship.” Critique of the existing visual identity: Although the design is coherent ,there are big missed opportunities regarding how creative can their stationary system be. Aside from the logo, there are not many graphic design items already produced.
My Thoughts on the project: The Museum of Sex is controversial since it’s beginning when it was considered by the conservative audience as a “propagator of promiscuity”. One good way of exploring the Museum Identity is troughtout humor. The human feitiches and tabus are fun and part of the human nature in their essence. What’s not shown: I believe that the content of the design items must be full of humor and non-obvious jokes. I intent to avoid offensive imagery and explicit content. The success of this project depends on what’s “not” there: a unique, clever, always surprising exploration of the sexual imaginary.
Target Audience Basically adults from all genres and sexual preferences. By rules, visitors must not be under 18. Apart from what it may seems, the museum also instigates elder’s curiosity. Project Goal: Bring Mosex to the top 5 most famous museums of NYC by creating a strong and playfull design identity that such an innovative organization deserves. The Museum of Sex is an innovative, controversial iniciative that intents to bring sexual tabus and behaviours to light and make people’s life less frustating with humor, modernity and naturallity.
The goal of the museum is to be pop, modern, promote sexual freedom and education. The graphic design should reflect these directions.
I do not own any rights regarding the Museum name, identity or position.
Annual Report project developed at Addison for the multinational giant Bunge. At the time, Bunge's biggest story of the year was how they were able to improve their processes, cut unnecessary costs and re-organize their logistic in a way that the company as a whole was working better and more efficiently.
To us, the idea of transformation, of improving from within was really interesting. Specially when associated to the fact that you can only do so through the lens of Bunge's specialists. No other group of people would be able to see what this selective group was able.
This line of thought led us to the idea of "unlocking value", or "seeing what no one else" was able to see, and through this, achieving success, efficiency and transformation. On the book, which is the main piece of this multimedia set, we created "secret" folders, that worked as a pay-off the story, as a metaphor to the idea of "seeing beyond", "revealing value". On the website, we mimic this experience through the reveal of secret self-contained modules, keeping the experience consistent throughout.
Wren&Fida is a traditional traveling agency that deals specifically with two distinct types of audiences: Corporate groups looking for an agency capable of putting luxurious incentive trips together, and educational institutions seeking for international students.
The challenge was how to create one single coherent identity and digital presence capable of dealing with groups that are so essentially different. The answer then became clear to us: "you do, and you don't".
We can tie both worlds together visually, have one entry point, for two different websites, and yet have the experiences be completely different trough the creation of specific content.
On the Incentive travel half of this digital experience, users will be exposed to appealing images of exotic places, emotion-focused stories about life changing experiences and teasing messages that intent to draw clicks in.
On the educational half, we are exploring the reputable past that the company has, as well as it's capabilities, in an logic exercise that basically aims to solidify it's presence in the market and clarify any doubts the clients might have about the process.
Although completely different in nature, both pieces feel very much connected, through the use of solid design and opportune cross-references.
Project developed at ThoughtLab.
Artissima is a social network focused on providing artists with tools to be inspired and connected to galleries and art institutions. Visual and simple, the idea behind it is to not only to make professional and personal connections, but also to stimulate creativity and inspiration trough innovative search methods.
The idea behind the ever changing logo is illustrate what we believe the values behind artistic movements should be: experimental, brave and transgressor. Each character has 8 versios, which provides the brand with infinite possibilities of different logos. The stationary will maintain the same concept and have different versions of the logo in every single piece.
Project featured on: AIGA Member Gallery and Branding Served at Behance
This was one of the concepts developed for PepsiCo's Sustainability Report 2013. The concept was built upon the idea of the many fronts a big corporation such as PepsiCo has to deal with, and how these choices, people and decisions affect them as a community.
Project Art Directed by Richard Colbourne at Addison Design.
This is a branding exercise created for a content marketing company called Stackur. With a diverse team of journalists, editors and deeply stablished editorial process, the company is a expert on creating content with an unique and creative angle, making it not only unique, but relevant.
Their personality is Energetic, accurate, fresh and fun and they wanted a logo that could not only express these 4 identity pillars, but also relate to "stacking" somehow. The concept was created inspired by mind-word games such as Scrabbles or Cross-words. These games require not only knowledge of subjects, but also the ability to find the perfect words for the perfect spots. Aside the fact that they are extremely fun and challenge-driven, they are also based on the idea of "Stacking" words.
A match made in heaven! The design is minimalistic, clean and modernist-inspired as a way to create a strong sense of brand, and at the same time position the company as being differentiated from others, sophisticated and modern. The orange keeps it energetic and present, without losing it's sophistication.
Our mission is to create awareness to the prejudice problem by working in two fronts: celebrating cultural, ethnic and behavior diversity, and supporting programs that help victims and fight against intolerance.
Colors of humanity is a mark, a symbol. Inspiration for a revolution of thought. The movement plays on the idea that yes, we are different, but that's exactly what make us special on our own unique way. We are all colors, all beautiful, and all uniquely important as part of this big palette that is the world.
It’s universal because it does not require language to be recognized. It's inspired by 40's futuristic movements, and the principles that, if one works with ultra clean, neat design, you will find an aesthetic not attached to a specific culture or time.
Any culture can identify with geometric forms, and the symbol stands for unity in a micro and macro perspective, as a metaphor for individuality and community. For the same reasons, Futura was the chosen typographic.
When YourCliq creators approached us to put their ideas into paper and make their vision tangible, it soon became clear to us that we had something very special in our hands.
Imagine a social media in which you can create various profiles, and have each one dedicated to a different community of friends. These various selfs never acknowledge each other and experience completely different social interactions with the users.
A platform that allows us to let go our permanent online identity for a while and really focus on specific interests might be liberating and fun, and that's exactly what makes YourCliq unique.
Our challenge became how to make the design and user flow ultra-simple and minimalistic, hence the complex nature of this social media.
Project developed at Thoughtlab.
The idea behind the simple colors and shapes was to make it as accessible and empathetic as possible to the broader public, exploring the unforgettable moments of the narrative, while still providing the famous monologue a new flat/digital contemporary look . "I have a sneaky feeling that, if you look for it, you will find that, love actually is all around".
Video developed in 2013 for Katya Moorman's Motion Design Class.
You don't have to be afraid anymore, your heroes are watching. U-hero is an innovative app that gives your community the tools to look after each other. Our crime map will allow you to make searches and avoid dangerous places, and also study crime statistics of specific regions.
You can also report crimes and let everybody know when a place is dangerous, therefore saving lives and protecting your community. Our live report system will also send a message to everyone close to an area when you report something you see, warning everyone to leave this place. Last but not least, our "help" button.
By pressing it you will automatically send a message with your position and "in danger status" to your contacts on facebook, twitter, google+, phone emergency contacts and also all u-hero users close to you. Someone will see your call and answer it, being the hero of the day. Save, and be saved. U-hero.
Project featured on Pratt Portfolios and AIGA member Gallery at Behance.
This motion piece was created a few years ago with the purpose to illustrate in a super simple way, what the design process is like. The idea is to display discovery, connection, exploration and finally the actual production.
Piece created for Katya Moorman's Motion 2 class, at Pratt Institute's Communications Design Master's Program.
This years annual report story was about how IMA's arms have global reach, and how that affects members in a granular, individual level. We were looking for a more engaging, interactive experience that what annual reports usually propose.
The idea of was to provide an easy to digest, straight forward access to information, that also preserved some fun through animations and surprising content reveals.
Experience the full site here
This project was directed by Creative Director Richard Colbourne at Addison Design.
Midnight Express is a controversial movie based on a real story released in 1978 about the journey of an american man in a turkish prison during 4 years. My intention on this opening sequence is to illustrate the anguishing and dark mood of the movie, by displaying a sequence of images that cause these emotions on the viewer.
As this piece evolves, images get darker and more confusion, exploring the sentiment of claustrophobia that the main character experiments throughout the movie.
This piece was developed in Katya Moormans motion 2 class, in Pratt Institute's master's program. PS.: All footage was shot by me using a Nikon D5200.