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naomi hoag : uncover
naomi hoag : uncover
naomi hoag : design port fo l io
SCHOOL : Academy of Art University
School of Graphic Design
79 New Montgomery
San Francisco, CA, USA
DE PARTM E NT DI R ECTOR : Mary Scott
COU RS E : Portfolio Seminar
I N STR UCTOR : Mary Scott
STU DE NT : Naomi Hoag
E MAI L : naomi@naomihoag.com
PHON E : 949 466 4510
WE B : naomihoag.com
TITLE : Uncover
CAM E RA : Canon EOS-1 D5
PHOTOG RAPHY : Naomi Hoag,
David Scott, Sunny Lee,
Pongpat Chirakiti,
Collin Fry, Paul Capili
PR I NTE R : Blurb
TEXT STOCK : Proline Matte
TYPE FACE S : Berthold Akzidenz
Grotesk, Elementa, Numbers
SOFTWAR E : Adobe Creative Suite 5.5
COPYR IG HT 2012 : All rights reserved.
No part of this publication may be
reproduced without express permis-
sion from Naomi Hoag.
The important thing is not to stop questioning. Curiosity has its own reason for existing.
Curiosity is essential to my pursuit of design.
My goals for each assignment presented is to
be inquisitive and understand the way various
elements work as a whole, piecing together
seemingly disconnected bits of information in
order to uncover the next idea. Research leads
the searcher on a journey, delving deeper into
the central idea of a subject that we aim to
communicate. The works found in this book rep-
resent my process of uncovering the ideas and
stories of my clients.
ALBERT EINSTEIN
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LI FE MANAG E M E NT : 8
E SS E NCE OF B EAUTY : 28
M I N DI NG MAN N E RS : 44
S E E I NG R E D : 58
LANG UAG E, CU LTU R E, TYPE : 80
JCP R E DE S IG N : 92
JOU R N EY TH ROUG H COLOR : 98
I S LAN D FEVE R : 112
DONT CRY FOR M E : 126
B E NCH E D : 138
LITE RARY E NGAG E M E NT : 150
S E LECTE D I DE NTITI E S : 162
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A designer is an emerging synthesis of artist, inventor, mechanic, objective economist and evolutio nary strategist.
CATEGORY : Identity/print DE LIVE RAB LE S : Brand
standards guide TYPE FACE S : minion, ff din
OBJ ECTIVE : To create a revitalized brand for
Waste Management. SOLUTION : The success of Waste
Management is reliant on the awareness and
involvement of the public to pursue good
recycling habits in their daily routine. The
rebrand introduces new technology and innova-
tion of the industry, and applications that
have a focus on public accessibility. A new,
friendlier logo mark that could be flexible
in a multitude of applications was created,
as well as an overhaul of various direct to
consumer applications.
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Who looks outside, dreams; who looks inside, awakes.
CATEGORY : Packaging DE LIVE RAB LE S : Skin care
bottles and display TYPE FACE S : Requium, Verlag
OBJ ECTIVE : Create a skin care line from an
existing company, nonaffiliated with skin
care products. SOLUTION : The Guggenheim museum
has housed art and ideals of beauty, its
iconic architecture being what first mesmer-
izes the visitors. The structures created
use the shape of the building for another
purpose, simply and functionally.
CARL JUNG
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TITLE :
M I N DI NG MAN N E RS
Design originates in society. The essence of design lies in the process of discovering a problem shared by many people and trying to solve it.
CATEGORY : Identity/print/web DE LIVE RAB LE S : Game
board, Transfer tickets, website, Ipad app
TYPE FACE S : Tungsten, Forza, Vitesse
OBJ ECTIVE : Create a comprehensive awareness
campaign of a subject of choice. SOLUTION :
The campaign focused on reviving manners
on San Franciscos Municipal Transporta-
tion Agency (Muni). The plan was to create
a way for the community to be involved in
improving their muni experience. Placing
polls on muni transfers, QR codes to access
poll results, or vote online. A board game
was created as an application for children
and families to learn social etiquette in a
friendly, engaging way.
KENYA HARA
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40%LOUD TALK ING ON CELL PHONES
20%FARE EVADERS
30%MUSIC FROM HEADPHONES
10%
SMELLY/MESSY FOOD
WE E K O F M AY 1 7 , 2 0 1 0 Number 1 thing that bothers riders:
RESULTSRESULTSTODAYS SURVEYDo you acknowledge the driver?
I say Hi when I board.If theyre close enough.Every time.Embarrassing but no.
VOTE NOW74%
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3PM
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What we do for ourselves dies with us. What we do for others and the world, remains and is immortal.
CATEGORY : Print, Info graphics DE LIVE RAB LE S : Book
TYPE FACE S : Adobe Jenson, Vitesse
OBJ ECTIVE : Create a informative book on Marxism.
SOLUTION : Through photography and info graphics,
the complex world of Marxism is explored. The
interrelations of various figures of Marxist
ideologies are followed, families of thought
divided, and their connections divulged.
ALBERT EINSTEIN
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SE E I NG R E D
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KARL MARX1818 1883
FRIEDRICH ENGELS18201895
British Political Economists
American Social Theorist
Greek Philosophers
KARL MARX1818 1883
FRIEDRICH ENGELS18201895
Adam Smith 17231790
David Ricardo17721823
Charles Darwin18091882
Lewis H. Morgan18181881
Aristotle384 BC 322 BC
Epicurus341 BCE 270 BCE
Immanuel Kant17241804
G.W.F. Hegel17701831
Ludwig Feuerbach18041872
Charles Fourier17721837
Louis Blanc18111882
Jean-Jacques Rousseau17121778
Pierre-Joseph Proudhon18091865
James Cannon 18901974
Vladimir Lenin1870 1924
Joseph Stalin1878 1953
English Naturalist
German Economist
German Philosophy
British Political Economists
American Social Theorist
Greek Philosophers
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James Cannon 18901974
George Novack19051992Leon Trotsky
18791940
August Bebel 1840 1913
Paul Lafargue1842 1911
James Connolly1868 1916
Georgi Plekhanov1857 1918
Rosa Luxemburg1871 1919
Herbert Marcuse1898 1979
Gyrgy Lukcs1885 1971
Jean-Paul Sartre1905 1980
Vladimir Lenin1870 1924
Alexandra Kollontai
1872 1952
Antonio Gramsci 1891 1937
Joseph Stalin1878 1953
The Comintern(The Communist International)
Mao Zedong1893 1976
Malcom X1925 1965
John Brown1800 1859
Fidel Castro1926
Maoism
Black Liberation
Trotskyism
First International
Second International
Western Marxism
The Bolsheviks
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Creativity can solve almost any problem. The creative act, the defeat of habit by originality overcomes everything.
CATEGORY : Print DE LIVE RAB LE S : Conference book,
Conference Guide, Poster TYPE FACE S : Berthold
Akzidenz Grotesk, Tungsten, Nuptial Script
OBJ ECTIVE : Create collateral for a typography
conference targeting the fields of design
and language. SOLUTION : In this global era
of language and communication, this book
explores the worlds languages and the
necessity of multi-lingual support.
GEORGE LOIS
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Part 01
Part 02
Part 03
Part 04
Part 05Part 06
A
C
B
D
C
E
PROGR AMMER
T YPOGR APHER
NATIVE SPE AKER
DESIGNER
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Sound
Part 01
Part 03
Part 04
Part 05Part 06
2011
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The original idea makes design distinctive, function makes it work and quality adds value.
CATEGORY : Packaging DE LIVE RAB LE S : 100 skus covering
all the brands TEAM : David Scott, Paul Capilli,
Collin Fry, Sandra Schachermeyer, Miki Bong.
OBJ ECTIVE : Rejuvinate JC Penneys current brand
and reinvent their store and private labels.
SOLUTION : We were asked, What would JCP do in
10 years? The mission began by choosing the
best approach on how the labels and brands
were categorized and the addition of special
services. We needed to realign the products
and design to cater to the new generation of
buyers, connecting with them at an emotion-
al level. We came up with two store brands
and five private labels to show how JCP could
surpass their competitors with thoughtful,
unique products.
SERGE ZUEV
TITLE :
JCPE N N EY R E B RAN D
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STOR E B RAN D :
MOM E NTS
STOR E :
JC PE N N EY
STOR E B RAN D :
E NTRADA
STOR E B RAN DS
Everyday family products for the conscious shopper at com-petitive prices.
Bringing a variety of culi-nary culture and tradition into american homes.
M I N DFU L
FR ESH
LONG EVITY
CU LTU R E
EXPE R I E NCE
TRADITION
DE PARTM E NT : Home & Kitchen
TARG ET AU DI E NCE : 25-50 Men & Women
DE PARTM E NT : Food & Kitchen
TARG ET AU DI E NCE : 25-50 Families
STOR E B RAN D
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PR IVATE LAB E L :
WH ISPE R
PR IVATE LAB E LS
PR IVATE LAB E L :
LM NOP
PR IVATE LAB E L :
B E NCH
PR IVATE LAB E L :
MAN I FESTO
PR IVATE LAB E L :
&PLAY
Simple, timeless skin care and cosmetic products for de-ceivingly affordable prices.
Fun, educational products that will help inspire learn-ing and imagination.
A relaxing destination for men to take a break from shopping duties.
Products that elevate life-styles through education and sophisticated design.
Sensual products for the mod-ern couple to keep the ro-mance stirring.
CH IC
QUALITY
POLISH E D
E DUCATIONAL
I N NOVATIVE
THOUG HTFU L
STYLISH
B OLD
I NVITI NG
E M POWE R I NG
SLE E K
I N DE PE N DE NT
SEXY
PLAYFU L
SAFE
DE PARTM E NT : Womens Beauty
TARG ET AU DI E NCE : 25-35 Women
DE PARTM E NT : Childrens Toys
TARG ET AU DI E NCE : 3-6 Children
DE PARTM E NT : Coffee Shop
TARG ET AU DI E NCE : 25-40 Male
DE PARTM E NT : Home & Electronics
TARG ET AU DI E NCE : 25-40 Men & Women
DE PARTM E NT : Intimate Adult
TARG ET AU DI E NCE : 25-40 Men & Women
PR IVATE LAB E L
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TITLE :
JCP E NTRADA
STOR E B RAN D :
E NTRADA
Bringing a variety of culi-nary culture and tradition into american homes.
CU LTU R E
EXPE R I E NCE
TRADITION
DE PARTM E NT : Food & Kitchen
TARG ET AU DI E NCE : 25-50 Families
CATEGORY : Packaging DE LIVE RAB LE S : Dry foods from
India, Jamaica, and Argentina
OBJ ECTIVE : Create a endorsed brand for JCPenney
SOLUTION : Entrada presents products ranging
from three very different cultures and fla-
vors. The labels are represented aestheti-
cally by taking the essence of each cul-
ture. With Entrada, JCP patrons can enter
new flavors into their tradition.
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TITLE :
JCP E NTRADA I N DIA
STOR E B RAN D :
E NTRADA
Bringing a variety of culi-nary culture and tradition into american homes.
CU LTU R E
EXPE R I E NCE
TRADITION
DE PARTM E NT : Food & Kitchen
TARG ET AU DI E NCE : 25-50 Families
CATEGORY : Packaging DE LIVE RAB LE S : Spices, Spice Rack,
Braising Sauces, Chutney, Grains, Oils
OBJ ECTIVE : Create an endorsed brand for JCPenney
SOLUTION : Looking into the cultural aesthetic
of India, we applied the rich color and patterns
to the carefully chosen products. The flavourful
food is represented with our design toolbox of
rich, bright colors, photography, paisley
patterns, tall structures, glass, and gold de-
tailing on the boarders.
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TITLE :
JCP E NTRADA JAMAICA
STOR E B RAN D :
E NTRADA
Bringing a variety of culi-nary culture and tradition into american homes.
CU LTU R E
EXPE R I E NCE
TRADITION
DE PARTM E NT : Food & Kitchen
TARG ET AU DI E NCE : 25-50 Families
CATEGORY : Packaging DE LIVE RAB LE S : Spices, Sauces,
Condiments, Grains
OBJ ECTIVE : Create an endorsed brand for JCPenney
SOLUTION : Entrada Jamaica embodies the easygoing
lifestyle and culture of Jamaica. Structures
were chosen based on reusability, limiting
production to simple solutions.
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TITLE :
JCP E NTRADA ARG E NTI NA
CATEGORY : Packaging DE LIVE RAB LE S : Spices, Rubs, Bak-
ing Mix, Braising Sauce, Dessert Sauces, Yerba
Mate, Quinoa, Aged Balsamic
OBJ ECTIVE : Create an endorsed brand for JCPen-
ney SOLUTION : Argentina has the history of rich
local culture and the combination of European
immigration that makes for unique culinary
flavors as well as aesthetic. The elegance from
the European influence and rustic textures of
the region are key design features.
STOR E B RAN D :
E NTRADA
Bringing a variety of culi-nary culture and tradition into american homes.
CU LTU R E
EXPE R I E NCE
TRADITION
DE PARTM E NT : Food & Kitchen
TARG ET AU DI E NCE : 25-50 Families
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TITLE :
JCP B E NCH CAFE
PR IVATE LAB E L :
B E NCH
A relaxing destination for men to take a break from shopping duties.
STYLISH
B OLD
I NVITI NG
DE PARTM E NT : Coffee Shop
TARG ET AU DI E NCE : 25-40 Male
CATEGORY : Packaging DE LIVE RAB LE S : Instore & take
home coffee cups, shopping bags, Coffee beans,
instant coffee, tea, coasters, chocolate,
grinder, french press
OBJ ECTIVE : Create a private label for JCPenney
SOLUTION : As a private label, we choose to de-
velop a cafe that patrons can use during their
shopping trips. We created bold graphics and
textures, information on the coffee products
connecting the origin of its ingredients.
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TITLE :
JCP &PLAY
PR IVATE LAB E L :
&PLAY
Sensual products for the modern couple to keep the romance stirring.
SEXY
PLAYFU L
SAFE
DE PARTM E NT : Intimate Adult
TARG ET AU DI E NCE : 25-40 Men, Women
CATEGORY : Packaging DE LIVE RAB LE S : Condoms, Lubri-
cant, Vibrator, Handcuffs, Blindfold
OBJ ECTIVE : Create a private label for JCPenney
SOLUTION : &Play was developed to target a new
audience, focusing on their playful inti-
mate lives. Our concept began by thinking
about what people use to hide their deepest
secrets. We created packaging that would be
kept after purchase to store the products
in plain sight.
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Decide who you are, decide what you want to do, and then do it because it is surely possible.
CATEGORY : identity DE LIVE RAB LE S : logomark
OBJ ECTIVE : All identities require marks that com-
municate the essence of the client in the most
honost and effective way. SOLUTION : Research and
understand the client, then simply represent
their message.
DOYALD YOUNG
TITLE :
SE LECTE D I DE NTITI ES
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Roland Young, Michael Osborne, Mary Scott,
Thomas McNulty, Todd Hedpeth, Jenny Ji,
Christine George, Ariel Gray, Carolina De
Bartolo, Michael Kilgore, Claude, Jaime-
Patino Calvo, Pongpat Chirakiti, Jonathan
Graziani, Sunny Lee, Beau Monroe, David
Scott, Brian Zobel, Shane, Jameson, Robin,
Grandpa Lyle, Grandma BZ, Okasan, Otosan,
Lina, and last but not least, Hiro.
TITLE :
THAN K YOU
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naomi hoag : uncover
949 466 4510
naomi@naomihoag.com
naomihoag.com
naomihoag.com