3 Project Portfolio

FIELD NOTES

A few things you probably ought to know.

Problem : ordinary people are lacking basic skills

Solution: picking a tagline that functions as a call out. 

visual style that is somewhat traditional and images created by hand - going back to the basics

Strengths: editorial design, illustration, information organization, etc.

"In our specialized society, the average citizen spends the majority of their time and energy learning to complete one task or focus on one field. In this assembly line system, many of us never learned basic techniques of life. We're facing huge global problems, so why not address things at the most basic level. Field Notes is a book series of simple how to's."

OFF THE LAND

We are what we eat.

Problem: Promoting health simply and without talking people's ears off; local food remains local

Solution: mobilize, take another form, and focus on resourcefulness, then health becomes a residual part of that; bold, stronger visual identity 

Strengths: Illustration, branding, expansion onto many media

"Local food has become a passion of many; individually, though, the concept has stayed quite isolated. Not any more. Off the Land began as a project tho take local farming to a global level while still maintaining a sense of integrity. 

In the process of traversing the U.S., we work with and befriend farmers, chefs and businesspeople alike. We rack up a rollodex of contacts, people of integrity who we then share with others we meet down the road. In doing so, we both benefit from and create a diverse network of people and make some mighty tasty food along the way.

We love fresh. We love simple. We love travel and people, and living Off the Land."

INFORMATION NOT INCLUDED ON MY RESUME

(need to think of new name)

Strengths: Information organization, iconography, poster design

This series of info graphics takes different aspects of my life and breaks them down into different elements. The style is geometric and technical, while the tone of the content is very human. I focus on conveying information in creative visual forms.

Q&A with VML

1) How do you and your agency aim to help address global problems through your work?

2) Do you have a range of roles or do you more so focus on one particular role/task set?

3) How collective is the creative process for projects?

4) Is there a hierarchy that can sometimes bog down creative communication or is it more open and free-flowing?

5) What is most fulfilling for you about participating in your career every day?

Project Redo - Off the Land - Food Truck Development

Creative Brief

Client An entrepreneur who is passionate about health and wants to spread it to the world. (Me, essentially).

Product/Idea Whole, healthy, simple, resourceful meals.

Purpose Convince people to actively engage in health, and that good health is pretty damn simple.

Competitors Both health-conscious companies and the vast array of food providers who don't give a damn about health, just efficiency.

Audience Adventurous folks who probably don't eat very healthfully but appreciate quality food.

Insights People don't like to be preached at. Yet everyone needs good health and functions better when they feel good.

Single Most Important Thing Everyone and anyone can make healthy tasty food with what they have + local food doesn't have to stay isolated.

Must haves Truck design, menu design, logo, website, app, ordering experience

Dos & Don’ts Don't talk people's ears off about nutrition

• Don't come across as only for wealthy people
• Don't be just another whole foods restaurant
• Don't be preachy or instructive 
• Don't try to include too many objectives

The Off the Land Story

Local food has become a passion of many; individually, though, the concept has stayed quite isolated. Not any more. 

Off the Land began as a project to take local farming to a global level while still maintaining a sense of integrity. With a vision for connecting small farms across the country, creating bonds within communities, and cooking simple, healthy meals, Off the Land hit the road in 2011. 

In the process of traversing the U.S., we work with and befriend farmers, chefs and businesspeople alike. We rack up a rollodex of contacts, people of integrity who we then share with others we meet down the road. In doing so, we both benefit from and create a diverse network of people and make some mighty tasty food along the way.

We love fresh. We love simple. We love travel and people, and living Off the Land.

Questions

Do I have too many objectives?

I can't determine if I'm trying to do too many things. It seems I have two main objectives to get across:

1) Connecting local farms on a national scale as well as to local people.

2) Nutrition and healthy life are pretty damn simple. 
3) Be resourceful and work with what you've got.

Is the name solid?

The name "Off the Land" comes from the concept of living off the land and working with the resources available, as well as the fact that it travels and isn't rooted in one spot. That's why the food truck travels from town to town and works directly with local farmers to use only local food that is in season. Does it stick?

The Future

Comfort the Children

Based in Austin, TX and Malaika, Kenya

ctcinternational.org

Zane Wilemon - Founder + Executive Director

Jeremiah Kuria - Kenya Director

Cali Huffman - Creative director

Comfort the Children International works alongside Kenyan communities to provide resources that create sustainable change. Instead of simply giving aid and money to those in need, we build relationships and programs that empower residents to help themselves.

CTC’s initiatives focus on education, environment, economy, health and community development that directly impact the community as a whole.

HIV/AID center

Medical care focusing on short and long-term needs of community

Community Gardens

This company presents an amazing opportunity to synthesize my knowledge and passion for health, community, and design. I actually plan to volunteer with them in Kenya this winter or summer and see what possibilities are open for the future.

Firebelly Design

Chicago, IL

Firebellydesign.com

Dawn Hancock - founder

Will Miller - Partner + Creative Director

Shannon Medic - Executive Director of Reason to Give (nonprofit)

"Good Design for Good Reason"

Divvy Public Bike System in Chicago

Chicago Women's Health Center

"We create positive world change connecting authentic companies with real people in socially responsible ways."

Firebelly is committed to cultivating connections between human beings and ideas, inspiring conscious thought and action. As early advocates for socially responsible design, we pioneered an ethic that values honesty, empathy and Good Design for Good Reason™.

They focus on community projects, on what is good for people, not just what will make money.

Chicago is one of my ideal places to live. My sister lives/works there now at Ogilvy & Mather. Brilliant to see a strictly design firm contributing to the community in tangible ways. I would love to work in their nonprofit and maybe continue their involvement in the community. 

GOOD

Based in Los Angeles, CA and New York, NY

good.is

(no list of employees, intentionally)

Pepsi Refresh Project

Vote.Give.Grow with Starbucks

GOOD is the leading media and community platform enabling people who give a damn to come together and move the world forward

GOOD creates media, community-based, and digital products that help make the world better place.

GOOD is a global community of, by, and for pragmatic idealists working towards individual and collective progress.

Their website, print magazine, collaborative website, etc. all contribute towards

educating the general public about real issues and providing a platform for

collaboration and connection.

They are known for their info graphics, and I would love to help them create these. I have always been very passionate about info graphics and any effort to convey ACTUAL INFORMATION beyond just entertainment to the general public. 

Field Notes Expansion

Field Notes will be my expansion.

CONCEPT

Field Notes from the Kitchen is the first in a series of books designed to educate people about things we all probably ought to know. In our specialized society, the average citizen spends the majority of their time and energy learning to complete one task or focus on one field. In this assembly line system, many of us never learned simple techniques of basic life, like how to fix a flat or can food.

These books will teach people such basic techniques. Each book will focus on a different topic. Posters also serve as reminders and decor.

WHY EXPAND

I've begun the book development with "Field Notes from the Kitchen," but there is so much more out there that people should know. This project is a natural expansion, as each book opens up a new topic of learning. I want to focus my design work here on out on addressing basic human needs, and everyone can learn from this. 

CHANNELS OF EXPANSION

I would like to design a cohesive book series including at least three books, as well as create notecard sized graphics with condensed explanations of each technique for quick referencing. Exploring environmentally conscious printing choices is also important to me. I intent to potentially publish these eventually.