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Copyright © Nathan Godding 2012All rights reserved.

nathangodding@gmail.com541-221-8749

2704-A 24th StreetSan Francisco, CA 94110

See more design solutions online atwww.nathangodding.com

No portion of this book may be used or reproduced without the expressed consent of Nathan Godding.

Course: Senior PortfolioInstructor: Mary Scott

Photography: Nathan GoddingBinding: www.blurb.comFont: NationalText Stock: Mohawk SuperfineEggshell UltrawhiteSoftware: Adobe Creative Suite 5.5

Academy of Art UniversitySchool of Graphic DesignDepartment Chair: Mary Scott79 New Montgomery StreetSan Francisco, CA 94105

Yes.12 Design Solutions by Nathan Godding

4 Yes — 12 Design Solutions by Nathan Godding

5

104Can design connect people with the place their food is grown?

112Can design bridge the gap between nature and technology?

130Can design change the way people view department stores?

156Can design influence how we connect with brands around us?

6Can design help to breathe life back into a dying industry?

34Can design help kids communicate and express themselves?

46Can design inspire people to travel and visit new places?

52Can design introduce an established brand into a new market?

60Can design introduce a new generation to an old classic?

68Can design visualize the sounds of a unique musical duo?

80Can design help to prevent the spread of a deadly disease?

88Can design encourage people to eat their fruits and veggies?

Contents

6

01Can design help to breathe life back into a dying industry?

CourseGraphic Design 3

DateSpring 2010

InstructorNicole Flores

KeywordsFun, Modern, Vibrant, Exciting

Timeframe14 Weeks

Yes — 12 Design Solutions by Nathan Godding

8 Yes — 12 Design Solutions by Nathan Godding

9

ProblemEstablish an identity for a new event or convention and design a com-prehensive system including naming, a logo, signage, tickets, wayfinding graphics, various advertisements, and more.

SolutionI imagined a modern traveling circus and created a range of designs targeted at a contemporary audience. As a marriage between Barnum & Bailey and Cirque Du Soleil, it balances influences from both the 19th and 21st centuries. An extremely flexible system that incorporates playful typography and bold color brings this identity to life.

Project — The Sensational Circus Spectacular

12 Yes — 12 Design Solutions by Nathan Godding

13Project — The Sensational Circus Spectacular

14 Yes — 12 Design Solutions by Nathan Godding

15Project — The Sensational Circus Spectacular

18

19

20 Yes — 12 Design Solutions by Nathan Godding

21Project — The Sensational Circus Spectacular

22 Yes — 12 Design Solutions by Nathan Godding

23Project — The Sensational Circus Spectacular

24 Yes — 12 Design Solutions by Nathan Godding

25Project — The Sensational Circus Spectacular

26 Yes — 12 Design Solutions by Nathan Godding

27Project — The Sensational Circus Spectacular

28 Yes — 12 Design Solutions by Nathan Godding

30

32 Yes — 12 Design Solutions by Nathan Godding

33Project — The Sensational Circus Spectacular

34

02Can design help kids communicate and express themselves?

CoursePrint 2

DateFall 2011

InstructorRoland Young

KeywordsYouthful, Creative, Handmade

Timeframe7 Weeks

Yes — 12 Design Solutions by Nathan Godding

36 Yes — 12 Design Solutions by Nathan Godding

37Project — The 826 Quarterly

ProblemRedesign The 826 Quarterly. The books are collections of student work produced at 826 Valencia, a non-profit writing workshop and supply store for pirates and pirate aficionados.

SolutionI designed a creative system inspired by doodling in the margins of notebook pages. Each book cover features a set of completely unique, hand-drawn numbers that represent the variety and creativity of the student writing. The childlike illustration style and fun colors are juxta-posed with a sensible grid and restrained typography.

39Project — The 826 Quarterly

40 Yes — 12 Design Solutions by Nathan Godding

41Project — The 826 Quarterly

42 Yes — 12 Design Solutions by Nathan Godding

43Project — The 826 Quarterly

44 Yes — 12 Design Solutions by Nathan Godding

45Project — The 826 Quarterly

46

CoursePersonal Project

DateSummer 2010

InstructorN/A

KeywordsModern, Cosmopolitan, Minimal

Timeframe1 Week

03Can design inspire people to travel and visit new places?

46 Yes — 12 Design Solutions by Nathan Godding

47

48 Yes — 12 Design Solutions by Nathan Godding

49Project — Hong Kong Typographic Poster

ProblemNeue’s “Show Us Your Type” project is an online design contest in which the participants create a typographic poster that has been inspired by a given city.

SolutionTaking inspiration from traditional Chinese characters, I developed a bold, iconic representation of the name “Hong Kong.” The poster was part of a unique exhibition at the Savannah College of Art and Design in Hong Kong along with the other selected entries.

50 Yes — 12 Design Solutions by Nathan Godding

51Project — Hong Kong Typographic Poster

52

CoursePackage Design 3

DateSummer 2011

InstructorPaul Kagiwada

KeywordsRugged, Tactile, Masculine

Timeframe7 Weeks

04Can design introduce an established brand into a new market?

Yes — 12 Design Solutions by Nathan Godding

53

54 Yes — 12 Design Solutions by Nathan Godding

55Project — Bulliet Bourbon Whiskey Sours

ProblemCreate a new line of ready to drink Whiskey Sours from Bulleit Bourbon. Also design a large jug of non-alcoholic sour mix to compliment this brand extension.

SolutionI used several key elements from the original Bulleit packaging such as a wrap-around label and decorative borders to aid in brand recogni-tion, while eclectic typography references the rich history of bourbon with a modern twist. The 4-pack carrier has a rugged wooden texture inspired by traditional shipping creates.

56 Yes — 12 Design Solutions by Nathan Godding

57Project — Bulliet Bourbon Whiskey Sours

58 Yes — 12 Design Solutions by Nathan Godding

59

60

CoursePrint 2

DateFall 2011

InstructorRoland Young

KeywordsModern, Hypnotic, Restrained

Timeframe7 Weeks

05Can design introduce a new generation to an old classic?

Yes — 12 Design Solutions by Nathan Godding

61

62 Yes — 12 Design Solutions by Nathan Godding

63Project — Vertigo Poster for Netflix

ProblemDesign a modern movie poster for the classic Hitchcock film Vertigo to promote its new addition into the Netflix Watch Instantly library.

SolutionA jarring and hypnotizing pattern literally creates a feeling of vertigo. I decided to avoid custom lettering to separate this from Saul Bass’ iconic work, however, the title typography is a hand-altered slab serif version of Trade Gothic.

64

65

66 Yes — 12 Design Solutions by Nathan Godding

67Project — Vertigo Poster for Netflix

68

CoursePrint 1

DateSummer 2010

InstructorTroy Alders

KeywordsUnusual, Experimental, Unique

Timeframe7 Weeks

06Can design visualize the sounds of a unique musical duo?

Yes — 12 Design Solutions by Nathan Godding

69

70 Yes — 12 Design Solutions by Nathan Godding

71Project — The Books Tour Book

ProblemCreate a promotional tour book for the American band The Books. Their fun, experimental sound juxtaposes found audio recordings with carefully composed acoustic and electronic music.

SolutionI used bold typography and unusual, handmade collaged imagery to represent their unique musical style. Visual collage seemed like the perfect medium through which to express the experimental nature of the music. The tour book is accompanied by a website which shares the same visual language.

72 Yes — 12 Design Solutions by Nathan Godding

73Project — The Books Tour Book

74 Yes — 12 Design Solutions by Nathan Godding

75Project — The Books Tour Book

76 Yes — 12 Design Solutions by Nathan Godding

77Project — The Books Tour Book

78

79

80

CoursePrint 1

DateSummer 2010

InstructorTroy Alders

KeywordsBold, Arresting, Informative

Timeframe7 Weeks

07Can design help to prevent the spread of a deadly disease?

Yes — 12 Design Solutions by Nathan Godding

81

82 Yes — 12 Design Solutions by Nathan Godding

83Project — AIDS Awareness

ProblemEncourage the use of condoms in safer sex and draw attention to the AIDS pandemic with a visually arresting poster design.

SolutionThe poster campaign uses an alarming red color to grab the viewer’s attention. The simple one-word headline communicates the message instantly, while minimal yet provocative imagery brings attention to this important social issue.

84

85Project — AIDS Awareness

86 Yes — 12 Design Solutions by Nathan Godding

87

88

CoursePackage Design 3

DateSummer 2011

InstructorPaul Kagiwada

KeywordsColorful, Friendly, Responsible

Timeframe7 Weeks

08Can design encourage people to eat their fruits and veggies?

88 Yes — 12 Design Solutions by Nathan Godding

89

90 Yes — 12 Design Solutions by Nathan Godding

91Project — Compostable Tupperware

ProblemCreate a range of package designs for Tupperware’s compostable line of food storage containers. Also expand the brand into a series of related posters to be used for in-store display purposes.

SolutionI designed a fun and colorful group of labels based off the idea of modular stacking. Playful food illustrations adorn the inside and give the posters a fresh, modern feeling. It was very important that the designs have as little environmental impact as possible so the Tupperware itself is used for the structure, with just a simple label wrapped around the inside.

9292 Yes — 12 Design Solutions by Nathan Godding

9393Project — Compostable Tupperware

94 Yes — 12 Design Solutions by Nathan Godding

95Project — Compostable Tupperware

96 Yes — 12 Design Solutions by Nathan Godding

97Project — Compostable Tupperware

98 Yes — 12 Design Solutions by Nathan Godding

99

100

101Project — Compostable Tupperware

102 Yes — 12 Design Solutions by Nathan Godding

103Project — Compostable Tupperware

104

CoursePrint 1

DateSummer 2010

InstructorTroy Alders

KeywordsInformative, Easy, Organized

Timeframe5 Weeks

09Can design connect people with the place their food is grown?

Yes — 12 Design Solutions by Nathan Godding

105

106 Yes — 12 Design Solutions by Nathan Godding

107Project — CSA Newsletter

ProblemCreate a weekly newsletter for a Bay Area produce CSA (Community Supported Agriculture). The reverse side of folds out into a call-to-action poster about environmental issues.

SolutionThe newsletter informs members of which fruits and veggies they’ll be getting in their box, while also suggesting recipes and relaying news from the farm. This helps form an important connection between the food they eat and the place that the food is coming from.

108 Yes — 12 Design Solutions by Nathan Godding

109

110 Yes — 12 Design Solutions by Nathan Godding

111Project — CSA Newsletter

112

CoursePrint 3

DateSpring 2011

InstructorCheri Gray

KeywordsBeautiful, Experimental, Bold

Timeframe7 Weeks

10Can design bridge the gap between nature and technology?

Yes — 12 Design Solutions by Nathan Godding

113

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114 Yes — 12 Design Solutions by Nathan Godding

115Project — Björk Album Artwork

ProblemDesign the album art for Björk’s upcoming album, Biophilia. The work must feel fresh and original, yet also stay in line with Björk’s established image and unique personality.

SolutionExperimental typography and scanning electron microscope images of pollen spores are paired to illustrate the beauty of biology. The use of unexpected colors brings in more of Björk’s avant garde identity. On the record sleeve, the spores are used to suggest outer space, draw-ing an interesting comparison between the very large and very small.

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Yes — 12 Design Solutions by Nathan Godding

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Project — Björk Album Artwork

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Yes — 12 Design Solutions by Nathan Godding

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Project — Björk Album Artwork

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Yes — 12 Design Solutions by Nathan Godding

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Project — Björk Album Artwork

122 Yes — 12 Design Solutions by Nathan Godding

123

CD TEMPLATE FOLD OUT POSTER

STICKERS

FOLD OUT LYRICS SHEET

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CD PARTLY OPEN

CD FULLY OPEN

CD TEMPLATE FOLD OUT POSTER

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FOLD OUT LYRICS SHEET

CD FRONT CD BACK

CD PARTLY OPEN

CD FULLY OPEN

Project — Björk Album Artwork

124

CD TEMPLATE FOLD OUT POSTER

STICKERS

FOLD OUT LYRICS SHEET

CD FRONT CD BACK

CD PARTLY OPEN

CD FULLY OPEN

125

CD TEMPLATE FOLD OUT POSTER

STICKERS

FOLD OUT LYRICS SHEET

CD FRONT CD BACK

CD PARTLY OPEN

CD FULLY OPEN

126 Yes — 12 Design Solutions by Nathan Godding

127Project — Björk Album Artwork

128 Yes — 12 Design Solutions by Nathan Godding

129Project — Björk Album Artwork

130

CoursePackage Design 4

DateFall 2012

InstructorMichael Osborne

KeywordsVarious

Timeframe14 Weeks

11Can design change the way people view department stores?

Yes — 12 Design Solutions by Nathan Godding

132 Yes — 12 Design Solutions by Nathan Godding

133Project — Jcpenney Repositioning and Package Design

ProblemWork with a group to produce a comprehensive range of package designs for jcpenney, a department store that is over 100 years old. Refresh its brand image and attract new, younger customers.

SolutionWe created five new brands from scratch and targeted them at a more youthful audience. They span categories from home, baby, and food to pet products. There is a private label brand for each category as well as an all-encompassing endorsed house brand that covers them all at a more economical tier. Produced in collaboration with Sarah Rouse-Higgins, Stephanie Schmaltz, Kristin Bowen and Yoona Bae.

134

Endorsed House Brand

Yes — 12 Design Solutions by Nathan Godding

CategoriesHome, Baby, Food, Pet

KeywordsSimple, Modern, Accessible

135Project — Jcpenney Repositioning and Package Design

CategoryFood

KeywordsTasty, Fulfilling, Heritage

CategoryBaby

KeywordsHealthy, Safe, Comforting

CategoryHome

KeywordsSleek, Relaxing, Pampered

CategoryPet

KeywordsFun, Playful, Friendly

Private Label Brands

136136 Yes — 12 Design Solutions by Nathan Godding

137137Project — Jcpenney Repositioning and Package Design

138 Yes — 12 Design Solutions by Nathan Godding

139Project — Jcpenney Repositioning and Package Design

140140 Yes — 12 Design Solutions by Nathan Godding

141Project — Jcpenney Repositioning and Package Design

142142 Yes — 12 Design Solutions by Nathan Godding

143143Project — Jcpenney Repositioning and Package Design

144144 Yes — 12 Design Solutions by Nathan Godding

145Project — Jcpenney Repositioning and Package Design

146146 Yes — 12 Design Solutions by Nathan Godding

147147Project — Jcpenney Repositioning and Package Design

148148 Yes — 12 Design Solutions by Nathan Godding

149Project — Jcpenney Repositioning and Package Design

150150 Yes — 12 Design Solutions by Nathan Godding

151151Project — Jcpenney Repositioning and Package Design

152 Yes — 12 Design Solutions by Nathan Godding

153

154 Yes — 12 Design Solutions by Nathan Godding

155Project — Jcpenney Repositioning and Package Design

156

CourseVarious

DateVarious

InstructorVarious

KeywordsLasting, Meaningful, Effective

TimeframeVarious

12Can design influence how we connect with brands around us?

156 Yes — 12 Design Solutions by Nathan Godding

157

158 Yes — 12 Design Solutions by Nathan Godding

159159Project — Identities

160 Yes — 12 Design Solutions by Nathan Godding

161161Project — Identities

162 Yes — 12 Design Solutions by Nathan Godding

163163Project — Identities

164 Yes — 12 Design Solutions by Nathan Godding

165165Project — Identities

166 Yes — 12 Design Solutions by Nathan Godding

ThanksMom & Dad, Arvy Garcia, Dawn Steinbock, Donna Roggi, David Scott, Beau Monroe, Natalie Baryla, Pat Chirakiti, Sunny Lee, Naomi Hoag, Sarah Rouse-Higgins, Kristin Bowen, Stephanie Schmaltz, Yoona Bae, Brian Zobel, Remy Sanchez, Paul Capili, Jordan Leal, Monica Galvan, Jessu Giboin, Leia Perkins, Carolyn Pulvino, Angelo Camacho, Michael Kilgore, Amy Broadbent, Michael Sainato, Troy Alders, Laura Milton, Roland Young, Nicole Flores, Cheri Gray, Tom McNulty, Darrell Hayden, Paul Kagiwada, Ariel Grey, Michael Osborne, Mary Scott