Concept: Simplified Contrasts 

A fresh and more focused image that is more about the the individual and their hair than the environment. Simplify surroundings and model movements. Differentiate style and look from competitors.

Each image represents a certain customer. That is, anyone can identify with the model, whether it be age, gender, style, etc. The concept was also represented in the varied execution of the models, each shot with two distinct styles—one casual and the other more formal.

Objectives:

• Soft lighting and surroundings create airy, quiet, relaxed feeling
• Highlight and draw attention through contrast
• Smooth hair and model juxtaposed against a rough surface
• Saturated colors mixed with softer muted hues
• Candid mood and spontaneous attitude

 Full Photo Gallery

Photographer: Guy Aroch
Hair Stylist: Kat Carey
Wardrobe Stylist: Lara Backmender
Makeup Artist: Munemi
Studio: Milk Studios, NYC
Shoot dates: March, 19-21, 2007

A few monthly collateral pieces for Raze since it's opening a year ago (08/08/08.) It's coming on the first year anniversary and steadily approaching the September opening of the second in Saint Louis Park, my current home, at the The West End (lifestyle retail center).

Raze was quite the opportunity. I art directed the model shoot at Milk with Guy, created the logotype, designed the website and put together an opening package all over the span of a few months in the summer of 2008. I'm quite happy with the result but like all designers am looking forward to seeing how the design can evolve. Seeing the 'Z' stand alone comes to mind.

We don't call it 'Christmas' at work, we call it 'Holiday,' even though all the themes are Christmas-related. Yes, I'm working on it already and have been concepting and reviewing the materials for the last few months. It's far from being completed but here's the in progress images. Below I posted a video of a quick design session, mostly playing around with how the elements will be used.

Starting a new project, whether it be related to design of a new package or a logo refresh, is always daunting. Thus, I like to compare it to home improvement. Why? Because it doesn't really pay off until a few weeks, even months, after the project is done. That is, after I've disconnected myself from a project and almost forgotten about it completely can I sit back and think about the project, en masse, and all the problems and shortfalls associated with it.