For the Spring/Summer 2017 iteration of Live in Levi's®, we wanted to highlight the creative teams within Levi's® that work every day to marry heritage and modernity in their products. We took to their San Francisco-based innovation lab to meet with the industry's top professionals - designers and denim experts, masters of their craft - to interview them about their work and document the incredible creative spaces they inhabit.
The story of the masters at Levi’s® Eureka Lab isn’t linear, and so the method of content presentation needed to be richer than ever. The 360 experience is the first interactive work AKQA has done for Live in Levi’s®, and it elevates the platform to become more than just a content hub but a choose-your-own-adventure maze for fans to explore and get lost in, exploring the Eureka Lab and hunting for video, photo, and editorial content hidden within hotspots throughout the building.
An AKQA San Francisco project for Levi's®. CD: Ben Vrazo AD + Designer: Myself Writer: Crystal Yu UX: Noah Conk
The Levi's® Music Project is a partnership between Levi's® and 3 major artists to empower local communities and young musicians. LiveInLevis.com is platform to show off the incredible efforts of Levi's® and the artists.
An AKQA San Francisco project for Levi's®. CD: Tommy LaRoux, Ben Vrazo AD: Cam Giblin Writer: Crystal Yu Designer: Myself UX: Noah Conk
Our creative director made his exit, and so we wanted to give him a proper going away present. Lots of long nights before pitches somehow culminated in a really, really long list of bad band names. With AD work from Cam Giblin, I designed and coded this little generator for him to remember us by.
This iteration of the report was my second go - I had previously bound a book that was quite a bit shorter, and had fashioned it to perfectly replicate a Prada gift box. The end result was beautiful, but the idea of giving a gift box to an investor felt pedestrian to me, and so I decided to revisit the project and give it a more elevated, sleek, professional feel: one that was more in line with the values of a group like Prada.
The book is hand bound using hand-dyed hemp thread via Japanese Stab binding, which keeps the look of the final product geometric but hand-made, like most of Prada's garments. The title page is laser-cut calfskin, which is reflective of the materials that Prada is famous for crafting to perfection.
Museum of You
Challenge: Brand "The Museum of You" - yep, that was the entire prompt. Course: Graphic Design Studio I Materials: Digital
The concept for this project was to design an identity, member publication, and store packaging scheme for "The Museum of You" - it was up to us to define what the Museum of You was, where it would take place, what it would exhibit, so on and so forth.
The end result is a pop-up museum that selects participants and tailors an exhibit around them - contemporary artists are connected with the subject and carry out their own research in order to create a piece inspired by the subject in some way, shape or form. There's no dictation on what the artists can or cannot create - in the end, the works are collated into an exhibition that tours a selection of partner contemporary art museums around the world. After the exhibition has toured, the works are auctioned off for a charitable cause chosen by the subject.
In the end, the Museum of You is an avant-garde way of making connections in the fine art world, directly involving patrons and art enthusiasts with the artists themselves. The organization publication, Analogy, is a quarterly what's what with the Museum, with artist interviews and pertinent member information and news.
Challenge: Open-ended corporate design project. Course: Graphic Design Studio II Materials: Digital
After being asked to do any design for any corporate entity, and knowing I needed more mobile in my portfolio, I wanted to do my first real exploration of UI design. Sieve is a multi-platform experience to foster fine dining experiences across the country - a location-based search engine to help users locate critically acclaimed restaurants nearby. By aggregating critic and user reviews, Sieve filters out the wheat from the chaff: a restaurant search for those of us who trust Pete Wells over Joel P. from NOPA.
Sieve was on hold while I finished my final portfolio class, but is coming alive again now that I have a bit more free time, and as of August 2015 it's currently in the first stages of hi-fi prototypes. While you wait, check out this fun little guy.
Challenge: Create a logo and print ad for a beverage. Course: Intro to Graphic Design Materials: Digital
Cicero, a fictional high-end lager beer produced in the US and distributed worldwide, was to be marketed as the pinnacle of market quality in both a magazine/poster advertisement and a direct mailer for door-to-door promotion. Quotes on quality were selected from famous names in the history of intellectualism, contemporaries of Cicero himself, for whom the beer was named.
Considering Cicero was to be marketed primarily towards men aged 21-45, the advertisements were to be bold, solid, and masculine while still exuding an air of elegance and cleanliness, given the price point for the product.
Challenge: Design and typeset an article. Course: Introductory Typography Materials: Digital
The purpose of this project was to exemplify an initial understanding of typesetting within the restraints of a rigorous grid system. It was my first experience with editorial design and in dealing with an article that was equally text and image heavy - really my first go at formal typesetting.
Mr. Gehry's architecture is the headline weight of buildings, and so given the bold, colossal structures in the images, I kept the text light, delicate, and on the petite side, and took advantage of the negative space allowed by the grid provided. The end result is a legible, elegant article that allows Mr. Gehry's works to speak for themselves.
Iron Bank of Braavos
Challenge: Design a sample currency system. Course: Visual Design Systems Materials: Digital
The purpose of this project was primarily to explore complex grid systems, and to create a sample of a currency system from any country of our choice. Being a pretty big Game of Thrones fan, I decided to design a paper currency system for the primary financier of Westerosi people - the Iron Bank of Braavos. In hindsight, I should have probably used Jon...
Logos & Marks
Challenge: Various (most are branding projects) Course: Intro to Graphic Design, Graphic Design Studio I + II, Information Design Materials: Digital
Perhaps self-explanatory, each logo was designed to tell a story, to convey a personality, to give a new brand confidence or to breathe new life into an old one.