Posts Tagged ‘Strategy’

Fordham Fashion Law Institute

Posted on: August 13th, 2010 by John J. Custer No Comments

The brief was simple and straightforward: Create a graphical, forced connection of the of law and fashion worlds—a classic Pentagram mark.

 

* PRINT 31st Regional Design Annual
* Communication Arts: Design Annual 52
* Featured on Pentagram’s website

Nine Lives of Chloe King

Posted on: December 3rd, 2013 by John J. Custer No Comments

During my stint at Wieden+Kennedy I was asked to create a couple of symbols and assets that ABC would use for a blogger press kit to promote a new show (in 2011) called The Nine Lives of Chloe King. The shows premise, in short, was: An ancient being, the Mia, whom are half human and half Bastet, have been the protectors of the human race for thousands of years from a mysterious being yet to be fully understood.

 

 

The show did not last more than about 5 episodes before ABC pulled the plug (surprise?), however, I was able to create a conceptual and cryptic “ancient language” that was used to decode and encode aspects of the mysterious press kid. In fact, ABC loved the marks and language so much that they patented and implemented them in show—of course none of those episodes ever aired but it’s the thought that counts.

 

The aesthetics for the markings were simply inspired by the claw marks of a cat/Bastet…and I hate cats.

 

Shout out to Patrick Cahalan for setting it up for me.

#thecusterslatechristmascard

Posted on: December 29th, 2013 by John J. Custer

Initially, I created a fun little Christmas card for my family to use for 2013 and sent it off to be printed by an online printing house—lesson learned: don’t trust ’em.

 

With that said, I created some one off “Late Christmas” cards for my mom to use for the Custer’s 2013 Christmas card. Merry Christmas!

W+K Brass Knuckles

Posted on: July 11th, 2011 by John J. Custer No Comments

A welcoming/thank you gift for W+K NYC that merges the rambunctious lifestyle of W+K with the hard-as-nails mentality of New York City. What you get is a brass knuckle bottle opener. Each pair is engraved with the employee’s name and start date, and reads:

 

“Brass knuckles are illegal in New York City. This street-legal bottle opener commemorates the day you started at W+K New York. And not the day you got arrested for toting around brass knuckles, which are illegal according to New York City Penal Law 265.01 (1). Fortunately for you these are in no way shape, or form brass knuckles.*

 

*Expect in form and shape and, possibly way.” 

 

To date, two art directors have been arrested—I am not kidding.

Broadway Showchoir Connect

Posted on: June 6th, 2013 by John J. Custer No Comments

BSC is an educational showchoir program run by Broadway performer and choreographer, Chris Spaulding. The program utilizes Spaulding’s connections and friends within the Broadway community to connect with both public and private schools, along with various educational institutions. An ownable brand look and proper web presence had yet to be established for the company in the five years since it opened its doors.

 

A modular and stackable wordmark was created to alleviate the “long name syndrome,” along with a shorted monogram for informal use. A bespoke typeface inspired by the original BSC mark—a hybrid of the 1975 musical “A Chorus Line,” and the neon signs and lights of turn-of-the-Century Broadway—was created, and is also used for patterns and ancillary graphics throughout the brand.

 

 

Google Creative Lab

Posted on: July 30th, 2013 by John J. Custer No Comments

During the Spring and Fall of 2013, I was part of two large-scale and over-the-top secretive projects at the Google Creative Lab.

 

The first project involved joining a small team on a large-scale branding project which included consulting, conceptualizing, and executing a logo, color palette, illustrative style, and language for applications ranging from large format print to pixel-perfect digital bugs. The second project involved the Google Glass team, where I collaborated directly with design leads on product design for a program that will alter the way we “Google.”

 

 

Nike Livestrong Fixed-Gear

Posted on: July 25th, 2009 by John J. Custer No Comments

A self-initiated side project of creating a fixed-gear bike to pay tribute to Lance Armstrong became an internal Nike project within five days. Greg Leedy, the art director for Livestrong, asked us to use the fixed-gear bike as a display for Livestrong’s prototype pedals and footwear at an internal meeting with Nike executives. This led to the branding and development of the “Razor” fixed-gear bike along with a business plan that could be used as a platform to bring both Nike and the pedal into the urban bike market. After five sleepless days, this is what we created.

Project M 2008

Posted on: June 1st, 2008 by John J. Custer

Project M is an intensive summer program founded by John Bielenberg which aims to inspire young graphic designers, writers, photographers, and other creative people to show that their work can have a positive and significant impact on the world.

 

My Project M 2008 Team, in collaboration with HERO (Hale Empowerment and Revitalization Organization), has created a permanent Design Lab space in Greensboro, Alabama. By open-sourcing Project M to other evolving, passionate designers, Project M has become a catalyst for change in a county and country that needs it. Instead of solving one isolated issue in the community, we address multiple inadequacies, and in the process shift the global perception of what a young designer’s responsibility and role in our changing world can be.

 

We spent the first half of June 2008 conceiving the project, and the last half executing it. Our goal was to renovate an old schoolhouse into a light-filled studio. We created tables, installed lighting, designed and installed a new bathroom, built an L-shaped bench that is situated in a space that will become a community garden, created signage, and more. Along with the physical building, we created a virtual resource that easily connects and informs aspiring young innovators about Project M, its advisors, alumni, and past, present and future projects.

 

Visit the Project M Lab website.

Nike 10

Posted on: August 26th, 2009 by John J. Custer No Comments

To maintain the relevance of the Nike internship brand, the “Nike Adrenaline Internship Program” name was dropped, and the simpler name of “10” (a.k.a. Nike 10) was adopted. The new moniker breaks language barriers across the world, allowing the internship to truly be “global” while remaining affiliate-specific with connotations such as “Top 10 Billboard” (Converse), “Hang 10” (Hurley), “Perfect 10” (Cole Haan), etc. Along with numbers being fundamentally sports-related (scores, times, etc.) the icing on top of this rename is that the internship is a 10-week commitment, and the inaugural year of the rebrand would have been Summer 2010.

 

The development of the brand visuals balances the heritage of Nike and sport with a simple typographic treatment that takes cues from the running track (where Nike began), the ’68 Olympics, and BRS (Blue Ribbon Sports)—which was the original name of Nike.

 

“If you have a body, you’re an athlete.” –Bill Bowerman (Nike Co-Founder)

Nike Unknown

Posted on: September 13th, 2009 by John J. Custer No Comments

While working at Nike, I was part of several large-scale branding projects that came out of the Nike Innovation Kitchen. This one in particular will never see the light of day, but I swear it’s freakin’ sweet.