johnny sha portfolio large
TRANSCRIPT
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Johnny Sha
917-775-2616 [email protected]
Johnny Sha 917-775-2616 [email protected]
Design for...
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World of
World of
World of
World of
World of
Noteworthy
Stationery store
Logo development
Vela
Real estate
Logo development
KCRW
Public radio
Logo development
World of Coca-Cola
Corporate museum
Branding
Rohm and Haas
100 year anniversary
Branding
Administrator
E-mail icon
Logo development
NAT (Natural History Museum of
Los Angeles County)
Natural history museum
Rebranding
Nokia Sanyo
Consumer electronics
Branding joint venture
Options for Life
Green house care products
Co-branding
LogosDesign for...
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client:Players
industry:
Tobacco
program:
Event and promotional, website,posters
artdirector:
Pablo Pineda
Question:
How to advertise when nearly all
advertising is illegal?
Approach:
Created program materials for adocumentary that promotes the
bartending culture & community
in a town in Canada
Designed invite, giveaways,
website, and event materials
Design for... Dark market
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client:Mt. Fuji
industry:Confectionery
program:
Branding, package
Question:
How to market Asian products to
mainstream consumers?
Approach:
Leveraged fun colors and shapes
Packaging that maximize the
showcase of the product
Design for... To Go Mainstream
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DontletusfadeawayonDISHNetworkgoto ilovefoodnetwork.com and ilovehgtv.com orcall
1-888-WE-LUVFOOD (588-3663)or 1-877-90-LUVHGTV (588-4488).DemandthatDISHNetwork keepHGTV andFoodNetwork
ontheairand tellyourfriends andfamily todothesame!
VernYip
HGTV
KimMyles
HGTV
CandiceOlson
HGTV
AltonBrown
FoodNetwork
GuyFieri
FoodNetwork
PaulaDeen
FoodNetwork
DISH Network, your TV service provider, may very
soon drop HGTV and Food Network from its channel
lineup. What does this mean to you?
Itmeans youwon'tabletoseeyourfavoriteHGTVshowslike HouseHunters , DesignedtoSell and DesignStar orlearnaboutHGTV'sDream
HomeGiveaway. AndifyoureaFoodNetwork fan,you'llmissmust-seeTVliketheNewIronChef, RachaelRay's30MinuteMeals, Throw
DownwithBobbyFlay, GuyFieri's Diners, Drive-Ins&Dives and Paula'sHome Cooking.
ATTENTIONDISH Network Customers:
client:Scripps Networks
industry:
Broadcast media
program:
Branding, advertisement, website
Question:
How to show the value of
HGTV and Food Network during
fee negotiation with networks?
Approach:
Designed logos for HGTV and
Food Network to tap into the
emotional ties among viewers
and fans
Launched two websites,
ilovefoodnetwork.com and
ilovehgtv.com, to gather support,
to coordinate action, and to
distribute information
Prepared advertisements when
programming is about to be
pulled off networks
Design for... Better Negotiation
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A) The Asterisk
B) The Smart Aleck
C) The Brainiac
D) Mr Pea-Brain E) The Wise Guy F) The Ramen Brain
client:Cengage Learning
industry:
Academic publisher
program:
Avatar/Spokesperson and widget
Question:
How to expand upon the unique
selling point of geek chic to
the Millennial Generation and
the Net Generation?
Approach:
Expanded the characteristic to
include frat boy & dumb jock
which resonate better with the
college crowd
Design for... Millennials
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BrandSquared
LTDEnterprisesLTDEnterprises
Ifyoudontgota
yougot
Ifdon
t
youca
nt
himhim
,
BrandSquared
BrandSquared
BrandSquared
client:Brand2Squared
industry:
Licensing
program:
Branding
Question:
How to have an animated logo
be more than just a motion
graphic exercise?
Approach:
Made the animation function
in a larger program that includes
presentations and case studies
client:
LTD. Enterprises Inc
industry:Licensing
program:
Branding, apparel, collateral
Question:
Which of Yogi Berras sayings
gets incorporated into the logo
design?
Approach:
Created a exible system of
interchangeable design elements
that could be customized so all
Yogis sayings could be utilized
Design for... Logos in Motion
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reusable spray bottle
16 fl oz (0.47 liters) made in usa
glass & windowcleaner
loca
l
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y
blend
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is
tr
i
bute
d
client:options for life
industry:
Green house care cleaning product
program:
Rebranding, co-branding,packaging
Question:
How to structure two brands
together and have a exible
system to accommodate future
expansion?
Approach:
Created a solid color area thatcould move up or down to
accommodate co-branders logo.
Created an branded icon to
identity option for life as
manufacturer
Design for... Spreading a Good Idea by Co-Branding
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client:Players
industry:
Tobacco
program:
Event and promotional, pop,brochure
artdirector:
Pablo Pineda
Question:
How to have a strong, consistent,
focused communication
among the internal, retailer, and
consumer audience?
Approach:
Created a family of three visual
languages that addresses each
audience while still maintaining
an uniform feel in the design
approach and layout
Design for... 360Marketing
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GUARANTEED ANALYSIS
Magnesium (Mg) Not Less Than 57.50%
MagnesiumOxide
! TO BE USED IN ANIMAL FEEDS ONLY !
Wilbur-Ellis, Feed Division, Animal Nutrition
Clackamas, OR 97015
Net Weight 50 lb (22.68kg)
Shamrock ProductsIntentionally Better
Wilbur-Ellis,FeedDivision,AnimalNutrition
Clackamas,OR97015
FOLD FOLD
M
agnesiumOxide
MagnesiumOxide
MagnesiumOxide
Wilbur-Ellis,FeedDivision,AnimalNutrition
Clackamas,OR97015
NetWeight50lb(22.68kg)
GUARANTEED ANALYSIS
Magnesium(Mg)NotLessThan57.50%
!TOBEUSED IN ANIMALFEEDSONLY!
ShamrockProductsIntentionallyBetter
FOLD FOLD
SaltSalt S
alt
Wilbur-Ellis,FeedDivision,AnimalNutrition
Clackamas,OR97015
NetWeight50lb(22.68kg)
S a lt( Na C l) M in 9 9 .0 0%Salt(NaCl)Max 99.90%
!TOBEUSED IN ANIMALFEEDSONLY!
ShamrockProductsIntentionallyBetter
GUARANTEED ANALYSIS
At Wilbur-Ellis, were proud of our history but never
Introducing Wilbur-EllisBranding andVisualIdentity Standards.
Asa companywhosegreatestassetsare itspeople,we wantedto
This will be a corporate-wide initiative that will enable us to
In this preview booklet, youll see how weve brought to life
ourphilosophyof threedivisions,onecompany.Youllnotice
the divisions, while reinforcing the positioning of the company
asa whole.Youllalsoseehow thesegraphicelementswill be
applied acrossarange ofchannels.
The Wilbur-Ellis visual identity system is scheduled to be
implementedshortlythroughoutourglobal communications.We
hopeyoureasexcitedabout thisfreshvisualidentityaswe are.
stop looking ahead.
Persons Name
Job TitleGoesHere
t
e
123.456.7890name@wilburell is.com
123 Street Address, Suite123
City Name, Province, ZipcodeCountry Name
345 CaliforniaSt, 27th Fl, SanFrancisco,CA 94104 t 415.772.4000 f415.772.4011 www.wilburellis.com
OurWorldwideB randingSystem
client:Wilbur-Ellis
industry:
Agribusiness
program:
Rebranding, intranet, packaging
Question:
How to structure a coherent
and robust branding system
to support a $2.5 billion business
with three divisions that
consistently making acquisitions?
Approach:
Analyzed and overhauled the
branding system by revising the
corporate logo, creating three
divisional logos, and developing
a new brand guideline
Created a whole program for
both the internal and external
communication on the rebranding
Advised procedural protocols for
the in-house design department
Ongoing support to implement
the new brand guideline
Design for... R e b r a n d i n g a 9 0- y e a r- o ld c o m p an y
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21.07.2010
8.2.1
8.2.1
8.0 Applications
These are examples only.
They are not meant torepresent approved items
with specific dimensions
or models.
Use white Wilbur-Ellis
Corporate Idenitifier
with Wilbur-Ellis Green
background color
Use Arial Bold for text, black
color, center text
Wilbur-Ellis Corporate Identifier
Color White
Background
Color PMS3305 C
Field Sign
FOLI-GROZINC 7%
FOLI-GROZINC 7%
21. 07.2010
7.2.3
Go to WEconnectto download assets
7.2.3
7.0 Design Templates
Shown in 35% scale
PowerPoint
Presentation Covers
with Images
PresentationTitle
Typeface ArialBold
Title Case
Size 24 ptfont
28 ptleading
Color Wilbur-Ellis Green
PresentationSub-title
Typeface ArialRegular
Title Case
Size 24 ptfont
28 ptleading
Color Wilbur-Ellis Green
PresentationDate
Typeface ArialRegular
Title Case
Size 12 ptfont
14 ptleading
Color 75% Black
PhotographFormat
Size 648 px wide x
231 px highDPI 92 dpi150 dpi
Color RGB
File Type png or jpg
PowerPoint
continues
January1,2010
Sub-titleGoes Herein ArialRegularTitle Case
IfYouChoosetoHavea CoverPageWithan Image,TitleGoesHereinArialBoldin24ptTypeSize
January 1,2010
Sub-titleGoesHereinArialRegularTitleCase
If YouChoosetoHaveaCoverPageWithanImage,TitleGoesHereinArialBoldin24ptType Size
January1,2010
Sub-titleGoes Herein ArialRegularTitle Case
IfYouChoosetoHavea CoverPageWithan Image,TitleGoesHereinArialBoldin24ptTypeSize
If YouChoosetoHaveaCoverPageWithan Image,TitleGoesHereinArialBoldin24ptType Size
Sub-titleGoesHereinArialRegularTitleCase
January 1,2010
21. 07.2010
2.2.2
Go to WEconnectto download assets
2.2.2
2.0 Corporate Branding Elements
Iconography:
The Wilbur-Ellis Corporate
Identifier and Divisional
Identifier System
The Divisional Identifier(s)
must always appear with the
Wilbur-Ellis Corporate Identifier.
In addition to complementing
the Wilbur-Ellis Corporate
Identifier, the Divisional
Identifiers display the core
element of each division.
Wilbur-Ellis Corporate Identifier System
Wilbur-Ellis
CorporateIdentifier
Wilbur-Ellis
CorporateIdentifier
DivisionalIdentifiers
Divisional Identifiers
Wilbur-EllisCorporateIdentifierSystem
Wilbur-EllisCorporateIdentifierSystem
Persons Name
Job TitleGoes Here
t
e
123 Street Address, Suite123City Name, Province, Zipcode
Country Name
Persons Name
Job TitleGoes Here
t
e
123 Street Address, Suite123City Name, Province, Zipcode
Country Name
Persons Name
Job TitleGoes Here
t
e
123 Street Address, Suite123
City Name, Province, ZipcodeCountry Name
What truly distinguishes Wilbur-Ellis is our creative thinking
and ideas in all areas of businesssuch as cultivating new
markets,offeringinnovativeproducts,creatingan entrepreneurial
atmosphere,and providing clientswith productsand services
thathelp them expand theirbusiness.
Our company-wideslogan:
21. 07.2010
Branding &
Identity
Standards
Wilbur-Ellis Overview
ConnellBrothersSpecialty Chemicals &Ingredients Division
Design Templates
CorporateBrandingElements
FeedDivision
Applications
Agribusiness Division
Imagery
AdditionalInformation
client:Wilbur-Ellis
industry:
Agribusiness
program:
Rebranding, intranet, packaging
Design for... R e b r a n d i n g a 9 0- y e a r- o ld c o m p an y
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CONSUMER PATH TO SUSTAINED WEIGHT LOSS SUCCESS
REGULARREGULAR
REPERTOIREREPERTOIRE
TRIALTRIAL
AWARENESSAWARENESS
PASSIVE MESSAGINGPASSIVE MESSAGING
IntrigueIntrigue EducationEducation
ParticipationParticipation
CollaborationCollaborationDialogueDialogue
RepeatPurchaseRepeatPurchase
Trusted FriendTrusted Friend
CONSIDERATIONCONSIDERATION
ACTIVE ENGAGEMENTACTIVE ENGAGEMENT
TelevisionTelevision PrintPrintRadioRadio EventsEvents
PRPR CustomerServiceCustomerService
InternetInternet RetailRetail
LOYALTYLOYALTY
client:SlimFast
industry:Weight loss/diet
program:
Print, web, pop
Question:
How to condense a whole
campaign into diagrams that
could quickly illustrate
the strategy for sustained
weight loss?
Approach:
Designed a custom set of icons
Combined both the stages of
consumer experience cycle
and types of messaging into
one diagram
Design for... Infographics
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11
P InadditiontochangesintheMasterLogo,thePizzaHutRedRooficonwillbreakawayfromthetraditionalstackedformatandexistas itsownentityforthefirst time.Limiteduseof theRedRooficonwithouttheWordmarknexttoitallowsus toestablishrecognitionofthestand-aloneiconbycustomers. TheseparationofthesymbolmovesPizzaHutsimageintonewrealmsofmodernityandstyle.
NOTE:TheRedRooficonshouldalwaysbeusedwithitsblackstrokearoundit,andontheapproved DeepRed background.Theonlyexceptiontothisruleiswhenitisusedonmenuitemstoindicateasignatureor
chefsspecialitem.UnderthesecircumstancestheMinimumsize2shouldbeused,andcanbeplacedonalightcolorbackgroundaslongasthemaximumandminimumsizespecificationsare followed.
NOTE:Neveruse WordmarkandRed Rooficonseparatelyonthesamesurface.Wheneverboth WordmarkandRed Rooficonappearonthe samesurface/page,theymustbecontainedwithintheboundingboxoftheMasterLogo.
WhenusedwithaphotographitmustbeplacedasacontainingcolorlayerasshownonCorporate communication.
Pleasereferto theright forexamplesofacceptableapplicationsusageforRedRoofIcon.
NOTE:WhentheRedRoofIconisused,thebackgroundmustbered,exceptwhenusedasamenuicon(pleaseseeMinimumsize2).
1.05 Red Roof Icon
Color standard
Brand manifesto layout
Restaurant environment
Uniforms / merchandise
Pen / merchandise
Corporate communication Menu
SPOTCOLOR
PMS485C/485UA
B ProcessBlack
0C 95M 100Y 0KA
B 0C 0M 0Y 100K
237R 28G 46BA
B 0R 0G 0B
xxxxxxxA
B 000000
CMYK RGB HTML
PIZZA HUT DEEP RED1
Generally,the RedRooficonmay notbereproducedsmallerthan 0.8cm inwidth.Allapplicationsof0.8cminwidthandlargermusthavea solidblackoutlineasshown onMinimumsize1.
Exceptions:TheRedRooficon maybeusedonthe menuto indicatesignatureor chefspecialPizzaHut dishes.Inthis application,thesizeoftheiconmaybeanywherefrom0.5to0.7cminwidth,andblackoutlineisnotrequired.SeeMinimumsize2.
Clearspaceistheareaaroundtheiconwherenothingisto beplacedontop ofit. Bygivingthe iconbreathingroom,wewillensureits visibilityand legibility.As amatter ofpractice,nothingshouldtouchorcoveranypartoftheRedRooficon.
11
Clear space Minimum size 1
.
Minimum size 2
.
X
X
X
X X
TM
2008Yum RestaurantsIntern ational
inviting & heartfelt
19
Unapproachableimage
Shocking colorsorpatterns
Unfamiliarenvironments
Black and whiteimagesCloseup of expressions
Artistically takenphotographs Friendly social interactionOverposed models
PWithanewimagecomesthe opportunity
tousenewphotography.When usingphotographycontainingpeopleandenvironments,oneofthemaingoals istoportrayfoodast hehero,bringingpeople
togetherandcreatinglastingmemories.Theoldimagesdisplaymodelsinunnatural,overly-stagedscenesthatweremuchlessinviting.
Whenchoosinganddirectingphotographicstyle,lookfor:
Natural-looking scenesseemingly
captured atjustthe rightmomentar eextensionsof therichnessand warmthof thePizzaHutex perience.
Note: Examplesof correctphot ographicstyle, asshowninBrand IdentityGuidelines, havenotbeenacquired for
useinadvertising. PleasecontactYumRestaurantsInternational marketingteam inDallasif youwishto purchaseanyoftheseimages forlocalmarketuse.
2.03PhotographicStyle
2008YumRestauran tsInternational
22
1.00Master Logo3.02Stationary
Everyelement of communicationneedstoconvey thesamelook and feel ofthebrand inorderto maintainbrand
consistency. Eachenvelope, businesscard, and pieceof stationerywill haveth e m a s te r l ogoa t th e top a n d u s e th estandard Avenirfontforall textexcept
theemployeename, inwhichcase theEyeCatching fontshould beused.
: . . :
: . . : , , ,
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M
3.01Stationery
JohnSmith
., |
o
., |
jhn.smithyum. cm
., | | | www.yum.com
DearMr.Anderson.
Lorem ipsum dolorsitamet,consectetueradipiscing elit .Duisegeturna.Praesentnisl velit ,laoreetac,
iaculiseu,porttitorat,libero.Vestibulum egetnisl vitaeerosdapibusfeugiat.Etiam sed risus.Praesent
quisquam inodiopellentesquefacilisis.Curabiturac magna.Suspendissesodalesquam lacinianisl.
Morbi dapibusipsum nontellusfacilisis trist ique.Pellentesquehabitantmorbitrist iquesenectuset
netusetmalesuadafamesac turpisegestas.Etiam commodovelitegetdolor.Maecenasattortor.
Pellentesquenondiam.Phaselluscursus.Duisatmauris.Pellentesqueac elit .
Integermalesuadasem etmetus.Pellentesquelectus.Sed aliquam.Fuscevel magnanec turpisgravida
pretium.Duisnonleonec dolorvenenatiseuismod.Aliquam ettellus.Donec variusvehiculadui.
Vestibulum anteipsum primisinfaucibusorci luctusetultricesposuerecubiliaCurae; Quisquequam.
Etiam attortor.Nunc euanteeuelitcommodohendrerit .Phasellusinanteegeterossollicitudinbiben-
dum.Integerfaucibus.Curabiturauctorvulputatequam.Praesentvel elitutenim bibendum sagitt is.
Aeneanantelorem,facilisisnon,molestienon,blanditsitamet,tellus.Morbi vel neque.Sed fermentum
auctororci.Vestibulum volutpatinterdum diam.
Nullam enim lectus,sempereget,sodalesa,bibendum eget,felis.Aeneannisi.Duisconsequataugueet
pedevenenatisdignissim.Phasellusmassa.Utvel urna.Etiam sollicitudinliberosed arcu.Quisque
tempuscommodonisl.Pellentesquecongueaccumsannibh.Donec condimentum lacusauctorpede
placeratcondimentum.Proindiam dolor,auctorsitamet,portaac,porttitorquis,odio.Praesentpellen-
tesqueipsum adolor.Aeneanurnasem,iaculisnon,posuereid,iaculisnec,tellus.Vestibulum sed lacus
aorci fringillaultricies.Vestibulum anteipsum primisinfaucibusorciluctusetultricesposuerecubilia
Curae; Duisbibendum adipiscing lacus.Phasellusinerosut nisiportadictum.Pellentesquehabitant
morbi trist iquesenectusetnetusetmalesuadafamesac turpisegestas.Nunc pedenunc,consectetuer
non,tinciduntac,variusid,nunc.Donec convallislobortislectus.
Sincerely,
JohnSmith
. ,
John Smith
2008YumRestaurant sInternational
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TheMasterLogoc anbeusedfor any
brandapplications.Itis arequirementthattheMasterlog omustbeusedwheneveralogois intendedtoappearinconsumer-orientedprintcomm unications
(e.g.printadvertising, directmail,streetbanners,carry-out packaging,etc.)Thislogomustb eyourfirst anddefaultchoiceforany application.
Pleasenotethat colorsof logoelementand background, including theshapeofthebackground (two-colorbounding
box) maynotbechanged. Youmayrefertosection1.02t odeterminethe correctcolorusagewhen productionpr ocesslimitscolorr eproductioncapability.
MasterLogoc onsistsof threeelements: Red Roof icon(seeto theright)
Bounding box(seeto theright)Wordmark (seetothe right)
Theseelementsmay beused separatelyfrom theMasterLogoONLY forthe
following applications:1. Menucovers2. Team memberuniforms3. Merchandiseavailablefor salein
therestaurants4. Stationeryand nametags
5. InternalRSCandfieldcommunications
Thenewstacked logo(seeto theright)ispermitted onlyforpole signsoutsidetherestaurant. Itcannotbe used foranyotherapplication s.
Useof theMasterLogo, Wordmark and
RedRooficon inavariety ofapplicationsisexplained indetail onthefollowingpages. Onthispage, youwill seeafewexamplesof correctusageof Master
Logointhe contextof photographicand solid colorbackgrounds.
TheMasterLogo should alwaysbe
placed overimagesand colorsthatwillprovideac omfortablelevel of contrast.
Therewill beinstancesin whichthis
desirablelevel of contrastcannot beachieved orwhendesirablebackgroundswill notbeavailable.Fortheseinst ances, anoutlineof 1pt
inthicknessis tobeused regardlessofthesizeof theentireMaster Logo.Pleasereferto ExhibitAand ExhibitB totheright. (illustratewhitekeyline
and label assuch.)
Decorativelinear tisavailablefor useoverproper photographythat falls
withinthenewp hotographyguidelines.Weencouragethe useof lineartelementsoverp hotographyasitelevatesand softenstheimage, while
establishing asignaturelook forPizzaHut. Thelineartshould haveenoughtransparency toseethephotographythr oughit. Pleasereferto
section2.02Gr aphic Styleguideforinstructionson properusage.
L D
1.01Master Logo 1.01 Master Logo
The Spirit of Sharing
Poster
Brand manifestolayout
L i n e a r tca n be f ou n dInsection2.02 Graphic
styleguide
*Asareminder, theold stacked logoand cloud signmayonlybeused fordeliveryand expressunits.
Icon Wordmar kBounding box
W or dm ar k P ol es ig na ge ap pl ic at io n
Forpolesigns onlyand should
notbeused inmarketing materials.
Masterlogo
Red roof icon
5
2008YumRestaur antsInternational
client:Pizza Hut International
industry:
Quick-service restaurant
program:
Logo redesign and brand guideline
artdirector:Pablo Pineda
Question:
How to position a fast-food
restaurant into an upscale dine-in
experience?
Approach:
Create a new design language
that includes reconguring
existing logo, wordmark,
photographic style, design
elements, restaurant artwork,
and layout.
Design for... position for an upscale market
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client:Mt. Fuji
industry:
Confectionery
program:
Branding, package, infographics
Question:
How to convince distributors that
a new product is viable among
diverse Asian consumers?
Approach:
Leveraged Japanese iconography
to connotate quality
Packaging that maximize the
showcase of the product
Developed the mini 3 pack
nomenclature and logo
Instructions for POP that is
easily understood without words
POP that is exible with either
a wide or a deep footprint
Design for... POP
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A
A B
C
B
C
client:Teenage Mutant Ninja Turtle
industry:
Entertainment
program:
Event and promotional e-mail blastand video
Question:
How to combine the unique
features of the web with the
cartoon genre?
Approach:
A very long e-mail blast that
takes the form of a comic stripto allow viewers to experience
the descent into the sewer,
to build suspense, and to tell
a story
Design for... Infnite Space