On this project I was the associate creative director over the entire Trailhead Zone. By boss, the creative director, and I oversaw every aspect of the space from a creative standpoint. We picked everything from the trees to the rocks, to the carpet and everything in between. We shared responsibilities of creating the floor plans, and I worked with our 3D designer for the renderings.
The unique thing about Trailhead is that this is where the current entire look and feel of Salesforce started. We strive to create an environment that is authentic, beautiful, and conducive to learning. Attendees come to trailhead to learn and and be inspired. We used over 450 live trees, 5 running waterfalls and dozens of rocks to create an atmosphere that was true to the Salesforce brand. We did not want to just rely on digital for activations. We have trees that you can walk through and write on, trees you can hang ornaments that state what you are grateful for on, and even a Jeep to play a driving game in.
In the end Trailhead was an immersive spaces that took you to the outdoors while still being indoors. It facilitated learning, fun, and a positive experience for any attendee that entered.
My role for this event was onsite decorator. Given my previous experience with the Rodan + Fields brand the Sr. Creative Director wanted me to play an onsite role for this event.
I worked with the Director of Packaging at R+F on all of the displays to make sure they were up to her brand standards. In addition to merchandising and decor I created print graphics and collaborated with the team on activations such as a runway photo op that can be seen in the photos here.
Overall this event was a success the client was extremely happy and the attendees were beyond happy.
While working for Box they utilized my experience in working on conventions. They needed someone to Art Direct BoxWorks as well as the afterparty.
My first order of business was coming up with a color story for the event that would distinguish each floor from the pervious. The main pillar for this story was the BoxWorks multi color logo. From this we created a social media presence, emails, landing pages, and finally the event. This color story gave a strong narrative that attendees were able to understand because even before they got to the convention they had been experiencing it.
Once the convention was over, it was time to party. The look and feel I created for the afterparty came from two places. First it came from the BoxWorks branding. Second, since Beck was the musical act, I pulled elements of his branding. What came out was an experience that still held the looks and feel of BoxWorks, but also had an injection of fun. People new they were in for something more than just another keynote speech.
The Fog Creative worked as an art director for George P. Johnson on the Rodan + Fields (R+F) 2015 Spark Convention. This was a full environmental design job where over 9,000 consultants attended the convention. R+F wanted to engage their consultants in new and exciting ways. They also wanted to show off their new men's product line. For this new men's line, we created a barber shop in the convention center where Consultants could see the products being used after individuals had received a shave from the barbers. This was just one of many activations you can see in the photos.
It was our goal to assist Rodan + Fields in energizing their consultants to further their expertise in the products and inspire them to achieve success. Seeing the emotional reactions from the Consultants as they interacted with everything we had created was the best take away from this project.
All Photos shot by Jacqueline Huang, www.jlinestudios.com
This is the 2015 Nike Goggles catalog. The full layout and design was done by The Fog Creative based on supplied brand fonts, images, copy, and assets. The back of the catalog even has a die cut sleeve for the rep’s business cards.
One of the tricky parts of this project was that some of the lenses had not been shot yet. There were photos of lenses with the same finish, so The Fog Creative ended up having to Photoshop the Nike lenses so they had the correct finish.
Given my love of action sports, this project was a lot of fun to work on. On a personal note, their Transitions Lenses are amazing.
The following will show email template design from rough sketch to wireframes to complete email examples.
As Box was re-designing their website and brand, they also needed a new look and feel for their email templates. The biggest challenge on this was how to make emails look beautiful while designing with less fun fonts like Arial. The second challenge was making emails with images turned off look good and not like an afterthought. As of 2016 40% of emails are opened with images turned off.
For our layouts, I wanted content to be interchangeable. We took the approach to construct the emails in modules. If one event or newsletter required more information, the sender could just add another module to fit their needs.
While working at AdRoll I got the opportunity to work on designing and branding their offices in San Francisco, New York, Dublin, Sydney, and London. This involved interior design skill as well as large format graphics. These graphics were laid out and illustrated by The Fog Creative. It was important to have all office be on brand, but still have a bit of their own local style.
This is the AdRoll 2013 Holiday Video. It was done when I worked in house at AdRoll. The concept was a fun take on Home Alone and being stuck somewhere by yourself. We wanted to make a video that would make people laugh and they would send to their friends. For this video i worked on the concept, story boarding, helping direct the shoot, and even some ad libbing for the camera when everyone is in the kitchen.
This project was a total rebrand for Sysomos. They wanted to differentiate themselves from the tech crowd. We did this by creating a strong clean look. The designs are reminiscent of modern and post modern design. Their new logo became known as the Oil Can logo because it looked similar to those designs from the 1960's. Much of the other inspiration came together from this period in design history. The client called it "Polished Hipster".
Flylow is an action sports company that makes technical outerwear for snow sports. In addition that their outerwear they have lifestyle gear. The Fog Creative designed and illustrated all of these images for their Winter 2014/15 season.
This catalog came to The Fog Creative in need of a reduction in size because it was built too big. This required adjusting the entire layout in addition to some new pages added.
Getting the chance to work on the Nike SB Eyewear catalog was a fantastic experience for me. My personal connection with the brand added to the joy I got from seeing this come together. When Nike SB re-released in the early 2000's I decided to give them a try. The original P Rods were my shoes of choice. After years of bruised heels I finally found a shoe that worked for me.
This was an 8x10" print piece done for AdWeek with some display ads to go along with it. We wanted to have a little fun with the fact that everyone takes their phone into the bathroom. Why not make it funny and a little sexy. AdRoll had just released it's mobile product, and it was important to stand out against all the other tech companies. The copywriter and I worked hand in hand on concept, copy, and layout. The photo shoot was directed by The Fog Creative.
Mission Workshop is a high end urban brand based in San Francisco. They make quality bags and apparel. The Fog Creative has designed a few pieces for them.
Deerborn Overshirt: The client wanted a shirt that could be worn as a piece of outerwear or under a jacket. Let's call it a Shacket. They wanted a functional and clean looking piece. The shirt is made of of a coated cotton that makes it water repellent. It is perfect for riding in areas like San Francisco when the fog rolls in.
Faroe Merino Hoodie: Mission Workshop was expanding their outerwear line into merino wool. They wanted something simple and functional. Not too many bells and whistles. It has a zip pocket in the back for wallet and keys. Other than that it is a high quality merino wool hoodie that is comfortable and warm.
Gobi Beanie: This piece is perfect for biking in the city. It fits under a helmet for those cold mornings, and is made of merino wool.
Hexo+ is an tech company rooted in the action sports industry. They make drones that will follow you when you ski, mountain bike, snowboard, or whatever you sport is. They needed a t-shirt design that was clean and spoke to their target market.
The image of the person wearing the t-shirt from American Apparel and the graphic is Photoshopped on.
What can I say, I have a morbid sense of humor at times. For those who have ever felt a little bitter at Valentines Day? These cards are for you. These are Valentines Day cards that I illustrated. They will soon be available as a pack of the in the store.
Mountain Hardwear is a prominent outdoor brand making everything from tents out outerwear. These packs were Illustrated by The Fog Creative for their 2012 workbook.
Here are a few logos that I have done for clients and in house. The bottom image is a contact sheet of several illustrations done for different badges and achievements for AdRoll employees.
These are all pieces that have done for fun. No client. Just for the pure joy of it. Some of these pieces will soon be available for purchase in the shop. I hope you enjoy them.