Adding illustrations to a narrative piece dealing with the budding cannabis industry. One of the design directors
at IDEO is crafting a point-of-view on the industry and thoughtfully designing for their female consumers. A smart
piece about the short sighted aspects of the emerging industry with a proactive take on how to move forward.
Power Puff Girls
by Nicole Bernstein
Branding a small start-up in New Orleans that had a simple idea. Take what her grandparents and mother taught
her in their family restaurants growing up in New Jersey and bring it to New Orleans. A teacher in the 9th Ward
she wanted to keep it simple, honest and community oriented. This is a peak at the branding case study, with
much more to come.
We were asked to dive into a client's brand to define whether their brand culture was as strong as they hoped in
order to bring greater changes to how they engaged with customers. In doing our due diligence we decided to
do an ethnography study in their four international regions. While in Zurich, Berlin, Mainz and Paris, we spoke
with everyone from top management to those that ran the back-of-house. I chose to show this process through
a series of photos taken along the way.
To bring SYProduct's newest product Teamworks to a group of industry leading CEOs in New Zealand.
My aim was to marry the look and feel of Teamworks with SYPartners' system. The event would be led by
Keith Yamashita (one of the founders), he wanted a beautifully simple book that would excite as well as
provide the necessary content.
The problem was to create a work mark and system for an internal speaker series that SYPartners puts on to open
people up to each other. A series that embraces the SYP belief in empathy as a way of life. I chose to play up the
ambiguous nature of the series. No color, just simple photography of the speakers and the logo is a play on the SYP
work mark. Printing large format posters to be put up around both the New York and San Francisco offices, and
sending out a newsletter just before the event to tease the coming event.