https://justin5au.com JUSTIN AU Wed, 20 Nov 2024 01:16:29 +0000 https://justin5au.com en https://justin5au.com/New-York-City-FC Wed, 20 Nov 2024 00:18:46 +0000 JUSTIN AU https://justin5au.com/New-York-City-FC <img width="2452" height="1379" width_o="2452" height_o="1379" data-src="https://freight.cargo.site/t/original/i/e02242c364db0cb717cfc5f20187a6cf6d34c4056a412cfcfd0fda826ce01016/03_T-shirt_16x9.jpg" data-mid="222091816" border="0" src="https://freight.cargo.site/w/1000/i/e02242c364db0cb717cfc5f20187a6cf6d34c4056a412cfcfd0fda826ce01016/03_T-shirt_16x9.jpg" /> The Five Borough Bond— Putting New York City at the 
heart of its football club Ten years since its founding, New York City FC asked itself what it would take to reach the upper echelons of MLS clubs and New York City teams.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; An ambitious plan that included a new soccer stadium in Queens and significant investment in player development was in the works. But to continue building a devoted base of hardcore fans while inspiring new ones to join would mean reframing what the club stood for beyond the game.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Any team that seeks to stake its claim to NYC needs to live up to the city’s colossal character. Our approach was to develop a visual and verbal identity that embodied the relentless hustle and eclectic spirit of the city. Client: New York City FCAgency: GretelYear: 2024 Team: Ryan Moore, Justin Au, Dylan Mulvaney,Andrea Trabucco-Campos, Etienne Murphy, Alaijah Hampton, John Choi, Hayato Yamane, Ian Beckman Reagan, Kasia Galla, Murad Assaf, Ian ChenType: Justin Au (Concept), Tobias Frere-Jones,
Nina Stössinger, Christine Bateup <img width="1390" height="1390" width_o="1390" height_o="1390" data-src="https://freight.cargo.site/t/original/i/d177d8b7f37813b4597c0e948a1868328d1b9b12d204b28f25f4ac421f6c8c55/02_Flag_1x1.jpg" data-mid="222091932" border="0" src="https://freight.cargo.site/w/1000/i/d177d8b7f37813b4597c0e948a1868328d1b9b12d204b28f25f4ac421f6c8c55/02_Flag_1x1.jpg" /> Eight million interlocking storiesTo capture the the spirit of our club and city, we developed The Five Borough Bond— a creative platform that serves as our core ethos and guiding metaphor. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The Five Borough Bond embraces contrast and juxtaposition, a wild mix of ever-changing local flavors and iconic legacies. The relentless hustle and colossal scale of the city—edgy, tough and resilient— enriched by the pulsing rhythm and poetic beauty of everyday life, interwoven with unexpected moments made possible through eight million interlocking stories.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; By forging bonds across all five boroughs and celebrating the stories of New Yorkers brought together by NYCFC, we are continuously building the future of our club, our city, and our game. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a8bc4e21e1004b9b56b51efa67e7ed58a9aa68eb0662ffbee0ebbe164adb80ff/05_Strategy_Platform.png" data-mid="222091972" border="0" src="https://freight.cargo.site/w/1000/i/a8bc4e21e1004b9b56b51efa67e7ed58a9aa68eb0662ffbee0ebbe164adb80ff/05_Strategy_Platform.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/19eecb4cb7d78bac1415791f903f23b500b8a178f60bf12fa2e481a1c64670b8/06_Strategy_Voice.gif" data-mid="222091974" border="0" src="https://freight.cargo.site/w/1000/i/19eecb4cb7d78bac1415791f903f23b500b8a178f60bf12fa2e481a1c64670b8/06_Strategy_Voice.gif" /> From local club to global iconThe club’s updated badge builds on its subway token-inspired predecessor crafted by Matthew Wolff in collaboration with founding fans. The overall structure was optimized for legibility at small scales, while individual elements were refined to work together harmoniously or used independently as a suite of marks. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; A refined monogram sits at the center of the badge, designed with enhanced balance and confident proportions that evoke a strength and pride that matches the bold spirit of the city. Its construction mirrors the geometry and flared serifs in the identity’s subway signage inspired typefaces, featured in the outer ring lettering. The badge is punctuated by a pentagon on each side as a continued reference to the five boroughs of New York City. Developed in a close collaboration between Gretel, Frere-Jones Type, and the New York City FC team. <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/211cc2dacaf34c46f8cb429e778bd9d326b14b4a60ee1aed3f211e8e93933e7c/09_Badge.jpg" data-mid="222092295" border="0" src="https://freight.cargo.site/w/1000/i/211cc2dacaf34c46f8cb429e778bd9d326b14b4a60ee1aed3f211e8e93933e7c/09_Badge.jpg" /> The characters of the City The team’s custom typeface is a modern imagination of the iconic pre-modernist signage used across the Independent Subway System ​(IND), which has connected New York City’s five boroughs since its construction in 1932. Concepted in-house and drawn by Frere-Jones Type, ‘NYCFC’ appears in two styles. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ‘Local’ is built on the rectilinear geometry and petit serif flares found in monospaced tile lettering, which is still prominent in stations citywide. ‘Express’ marries the same details with the bold and idiosyncratic proportions featured in the IND’s directional signage. Their interchanged use in combination with inset details and companion pictograms reflects the voice of a team that represents all of New York City – loud, irreverent and cacophonous. <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/698e1b2053086a638c59577c1c15098d586c05dbbb3c3ed54a9b8fb87b465b7b/10_02_Type_Specimen_01.jpg" data-mid="222092327" border="0" src="https://freight.cargo.site/w/1000/i/698e1b2053086a638c59577c1c15098d586c05dbbb3c3ed54a9b8fb87b465b7b/10_02_Type_Specimen_01.jpg" /><img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/e262c06228ef1a62fa61361a403b8b87df6a786a8379c3efb376da753e836aea/10_03_Type_Specimen_02.jpg" data-mid="222092335" border="0" src="https://freight.cargo.site/w/1000/i/e262c06228ef1a62fa61361a403b8b87df6a786a8379c3efb376da753e836aea/10_03_Type_Specimen_02.jpg" /> <img width="2400" height="2400" width_o="2400" height_o="2400" data-src="https://freight.cargo.site/t/original/i/51716d3672831cd61d8b43ae1d45d59cd95a6051703c30cc1fd3d9a80ddea924/Type_Specimen.jpg" data-mid="222091942" border="0" src="https://freight.cargo.site/w/1000/i/51716d3672831cd61d8b43ae1d45d59cd95a6051703c30cc1fd3d9a80ddea924/Type_Specimen.jpg" /> <img width="1290" height="1291" width_o="1290" height_o="1291" data-src="https://freight.cargo.site/t/original/i/331a4b00bbe1ec756a24d7ca5fd2b8bc0ef544ad73a460d48ae6d5b619b1af6c/11_Billboard.png" data-mid="222092343" border="0" src="https://freight.cargo.site/w/1000/i/331a4b00bbe1ec756a24d7ca5fd2b8bc0ef544ad73a460d48ae6d5b619b1af6c/11_Billboard.png" /> <img width="2880" height="1621" width_o="2880" height_o="1621" data-src="https://freight.cargo.site/t/original/i/556a20dc2f4d879bcbac684851e0eda5a7b73e23cc9ccd5f020aaece0a0998df/12_Icons.jpg" data-mid="222092348" border="0" src="https://freight.cargo.site/w/1000/i/556a20dc2f4d879bcbac684851e0eda5a7b73e23cc9ccd5f020aaece0a0998df/12_Icons.jpg" /> <img width="1352" height="1352" width_o="1352" height_o="1352" data-src="https://freight.cargo.site/t/original/i/53d1edf2dbefc8208b4e9b4f501666876e07b5381da3edf4248ffd57a1286e5c/14_Scarf.png" data-mid="222093075" border="0" src="https://freight.cargo.site/w/1000/i/53d1edf2dbefc8208b4e9b4f501666876e07b5381da3edf4248ffd57a1286e5c/14_Scarf.png" /> <img width="2968" height="1670" width_o="2968" height_o="1670" data-src="https://freight.cargo.site/t/original/i/c7f549c3b27e44cf4cde5f22a88162a47f198049399ad20255847c79d69fc07a/15_Member_Newsprint.jpg" data-mid="222092381" border="0" src="https://freight.cargo.site/w/1000/i/c7f549c3b27e44cf4cde5f22a88162a47f198049399ad20255847c79d69fc07a/15_Member_Newsprint.jpg" /> <img width="1620" height="1620" width_o="1620" height_o="1620" data-src="https://freight.cargo.site/t/original/i/3072a4a33b0d4add270947b615c61c39b0ddc40c0513b854e22dd6082b74d58c/17_Subway_Tile_Reference.jpg" data-mid="222093117" border="0" src="https://freight.cargo.site/w/1000/i/3072a4a33b0d4add270947b615c61c39b0ddc40c0513b854e22dd6082b74d58c/17_Subway_Tile_Reference.jpg" /> Weaving together NYC’s urban fabric The brand’s mosaic system is a visual representation of the Five Borough Bond — individual components of various shapes and colors, woven together into an interconnected tapestry. Modular by nature, mosaics build and scale into structural elements, camouflage patterns, and generative textures that portray the different neighborhoods across the boroughs. As a system, these brand elements weave together the countless stories that unite the club and the city, from the pavement to the pitch. <img width="2629" height="1753" width_o="2629" height_o="1753" data-src="https://freight.cargo.site/t/original/i/9c4a5e501a24d253786d4167d2f023b7c6acde7237ac7161973dc6700e831e0b/20_Wild_Posting.png" data-mid="222093243" border="0" src="https://freight.cargo.site/w/1000/i/9c4a5e501a24d253786d4167d2f023b7c6acde7237ac7161973dc6700e831e0b/20_Wild_Posting.png" /><img width="1620" height="1617" width_o="1620" height_o="1617" data-src="https://freight.cargo.site/t/original/i/fd8b0848ac05795686a3ec8b9bdc958f7e3e01672cb05d07f67ef7c7c79b0f45/21_App.jpg" data-mid="222093244" border="0" src="https://freight.cargo.site/w/1000/i/fd8b0848ac05795686a3ec8b9bdc958f7e3e01672cb05d07f67ef7c7c79b0f45/21_App.jpg" /> <img width="1620" height="1619" width_o="1620" height_o="1619" data-src="https://freight.cargo.site/t/original/i/0fa4e1ed311d82f22ab6970b827a35b7f56aa9b9f28bedc5e949eed267e72d4e/22_Training_Kit_Hat.jpg" data-mid="222093245" border="0" src="https://freight.cargo.site/w/1000/i/0fa4e1ed311d82f22ab6970b827a35b7f56aa9b9f28bedc5e949eed267e72d4e/22_Training_Kit_Hat.jpg" /> <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/833d601fb0dd9eda72a2fd0daf179afcbe8aafbb2e7116f8f039456a98780608/Stadium_Exterior.png" data-mid="222093248" border="0" src="https://freight.cargo.site/w/1000/i/833d601fb0dd9eda72a2fd0daf179afcbe8aafbb2e7116f8f039456a98780608/Stadium_Exterior.png" />Next Stop: Queens In tandem with the launch of the club’s new identity, New York City FC announced a landmark campaign to construct New York City’s first-ever soccer-specific stadium in Willets Point, Queens – slated for completion in 2027. The stadium will serve as a beacon for soccer’s future across the five boroughs, a permanent home for the club and symbol of the city’s long-term commitment to nurturing soccer players and fans alike for generations to come. Follow the stadium’s development here. <img width="2703" height="2703" width_o="2703" height_o="2703" data-src="https://freight.cargo.site/t/original/i/94c3652ed0cfcbe013dffd7119d5b79a78463f08063ff85f179497876a7692e3/27_Camo_Shirt.png" data-mid="222093285" border="0" src="https://freight.cargo.site/w/1000/i/94c3652ed0cfcbe013dffd7119d5b79a78463f08063ff85f179497876a7692e3/27_Camo_Shirt.png" /> https://justin5au.com/Mountain-Hardwear Tue, 19 Sep 2023 18:26:22 +0000 JUSTIN AU https://justin5au.com/Mountain-Hardwear <img width="4066" height="2557" width_o="4066" height_o="2557" data-src="https://freight.cargo.site/t/original/i/0a7192e991ad6350907e29e1db17a9f0c31442202ced37113de48b6edd28598d/01-MHW-Box_Tent-Final-Gretel.jpg" data-mid="191286539" border="0" src="https://freight.cargo.site/w/1000/i/0a7192e991ad6350907e29e1db17a9f0c31442202ced37113de48b6edd28598d/01-MHW-Box_Tent-Final-Gretel.jpg" /> Wildly Engineered— Supreme technicality tested to explore the wild Founded by a small group of industry iconoclasts in 1993, Mountain Hardwear gained credibility and praise from outdoor enthusiasts everywhere. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; On the heels of a four-year journey around new internal alignment, a reenergized product strategy and a desire to connect with a wider audience across more outdoor verticals, Mountain Hardwear was ready to refresh its brand positioning and modernize its identity. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The name Mountain Hardwear inhabits the spirit of people who are passionate about outdoor adventures and well-engineered gear. Marrying the adventurous spirit and responsible, thoughtful craftsmanship of outdoor equipment, we anchored the brand personality in a dynamic tension between wild and wise—resonating with outdoor enthusiasts and athletes alike, and expressed in messaging across five fields of play: camp, climb, mountaineering, trail and alpine sports. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; We worked closely with the Mountain Hardwear team to develop a new identity, grounded in a revitalized purpose, positioning and tone of voice, and brought to life with an evolution of the logo, new art direction, brand color, and a custom typographic family that is based on the iconic geometric elements of the Mountain Hardwear nut. Client: Mountain HardwearAgency: GretelYear: 2023 Collaborators: Andrea Trabucco-Campos, Cyrus Cumming, Zoe Lin, Suyoung Yang, Alaijah Hampton, John Choi Type Design: Andrea Trabucco-Campos, SuperContinentePhotography: Mountain Hardwear Brand <img width="1177" height="1177" width_o="1177" height_o="1177" data-src="https://freight.cargo.site/t/original/i/2c17218d4d58e33469e7348f5559f7b373bb2cdb8e0752bc478c59b493c94a4b/03-MHW-Publication-Gretel.png" data-mid="191287362" border="0" src="https://freight.cargo.site/w/1000/i/2c17218d4d58e33469e7348f5559f7b373bb2cdb8e0752bc478c59b493c94a4b/03-MHW-Publication-Gretel.png" /> <img width="1995" height="1995" width_o="1995" height_o="1995" data-src="https://freight.cargo.site/t/original/i/18a9fbf9edcd69c4acb96db175a649601b6a49dd887623d91563da3b23d7bc14/04-MHW-Insulation_Studio-Gretel.jpg" data-mid="191287370" border="0" src="https://freight.cargo.site/w/1000/i/18a9fbf9edcd69c4acb96db175a649601b6a49dd887623d91563da3b23d7bc14/04-MHW-Insulation_Studio-Gretel.jpg" /> A typeface born out of the symbol We developed a custom typeface at Gretel, named Hardwear, that combines the rugged precision of technical engineering with the comforting confidence one feels when geared up in Mountain Hardwear. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The Hardwear type family is a visual extension of the company's longstanding symbol, which has been part of its identity since the beginning: it draws on the combination of a hard outside with a soft interior, which was a reoccurring theme in wood type from the late 1800s. We’ve extended this metaphor of hard and soft to develop a broad range of styles that allows us to convey a spectrum of attitudes, from straightforward and technical to direct and irreverent. We worked with foundry SuperContinente to font production, lowercase, and hinting. Every design element conceptually and visually reinforces the next, all powered by the idea of wild engineering. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The supporting Quadrant Text and Mono are subtle references to maps and topographic notations, adding an important typographic texture that contrasts the boldness of Hardwear. <img width="1995" height="1887" width_o="1995" height_o="1887" data-src="https://freight.cargo.site/t/original/i/73b1b79b8210a50187f0c5b89fe3f069e0a33fffcda6c3920159c6c3b5e70f74/05-MHW_Type-Inspiration-Gretel.jpg" data-mid="191287516" border="0" src="https://freight.cargo.site/w/1000/i/73b1b79b8210a50187f0c5b89fe3f069e0a33fffcda6c3920159c6c3b5e70f74/05-MHW_Type-Inspiration-Gretel.jpg" /> The evolution of an icon <img width="1326" height="857" width_o="1326" height_o="857" data-src="https://freight.cargo.site/t/original/i/fe07ae2189d735de2aac7d6ac171f67cb0ae45ba7e4404565f134207613719e0/10-MHW_1993-Gretel.jpg" data-mid="191289259" border="0" data-scale="41" src="https://freight.cargo.site/w/1000/i/fe07ae2189d735de2aac7d6ac171f67cb0ae45ba7e4404565f134207613719e0/10-MHW_1993-Gretel.jpg" /> The company's longstanding symbol, which has been a part of its identity since its origins, is unique and carries a lot of recognition in the outdoor space.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The geometry of the symbol has been streamlined to obtain a stable square, which accentuates the angles present throughout the identity both in the typeface and graphic forms.&nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; For the evolution of “Hardwear”, we worked with SuperContinente foundry to make the overall letterforms of the script (based on Roger Excoffon’s Mistral) simpler and more consistent in weight and proportion. The word “Mountain” is now typeset using our custom typeface. Fields of PlayThe color palette was extended beyond the core brand colors, Black, Gray, and Sun Yellow in order to differentiate and clarify the various product offerings at Mountain Hardwear.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; In addition to color, a series of base particles are used to create badges and dynamic patterns that are specific to each field of play. Typography also reinforces this difference, with the weight of the font responding to the altitude of the activity: heavier layers are worn in mountaineering, therefore the weight in use is Hardwear Extrabold. A re-imagined digital frameworkA comprehensive digital system was developed to articulate the identity natively on the web, while maintaining the vital eCommerce function. Modules and buttons feature the signature chamfered corners, reinforced by the use of custom typeface. The main brand color, Sun Yellow, is used throughout as a signifier of interaction. <img width="2691" height="2688" width_o="2691" height_o="2688" data-src="https://freight.cargo.site/t/original/i/f8cab5081baa46732c3d0d413b7ed97d64e29858ee337fc62fe6d567d5c3fc74/19-MHW-Tag-Gretel.jpg" data-mid="191300961" border="0" src="https://freight.cargo.site/w/1000/i/f8cab5081baa46732c3d0d413b7ed97d64e29858ee337fc62fe6d567d5c3fc74/19-MHW-Tag-Gretel.jpg" /> <img width="2744" height="1544" width_o="2744" height_o="1544" data-src="https://freight.cargo.site/t/original/i/5bbe76d16dde109893212540a5287b31c095fccd0a28c3544de6adcc27454620/15-MHW-Wild_Posting-Gretel.jpg" data-mid="191301089" border="0" src="https://freight.cargo.site/w/1000/i/5bbe76d16dde109893212540a5287b31c095fccd0a28c3544de6adcc27454620/15-MHW-Wild_Posting-Gretel.jpg" /> <img width="1995" height="1995" width_o="1995" height_o="1995" data-src="https://freight.cargo.site/t/original/i/8bf22f0040f8167fe9190c7037a83a025ba5b201d5bcca140f9d5d8405caaecf/22-MHW-K2-Gretel.jpg" data-mid="191301419" border="0" src="https://freight.cargo.site/w/1000/i/8bf22f0040f8167fe9190c7037a83a025ba5b201d5bcca140f9d5d8405caaecf/22-MHW-K2-Gretel.jpg" /> <img width="1995" height="1995" width_o="1995" height_o="1995" data-src="https://freight.cargo.site/t/original/i/14a4c227a4ea5cb8fcb4c901923d3cfcbb7d171788bc20bfc7f68857a6b3209f/23-MHW-Sleeve_detail-Gretel.png" data-mid="191301430" border="0" src="https://freight.cargo.site/w/1000/i/14a4c227a4ea5cb8fcb4c901923d3cfcbb7d171788bc20bfc7f68857a6b3209f/23-MHW-Sleeve_detail-Gretel.png" /> <img width="1572" height="1572" width_o="1572" height_o="1572" data-src="https://freight.cargo.site/t/original/i/d9f3e06ffb9cbd8175bffaa606f247367b9a09c87e72c4608b49abc3eb732b96/26-MHW-Phone_Snow-Gretel.png" data-mid="191301717" border="0" src="https://freight.cargo.site/w/1000/i/d9f3e06ffb9cbd8175bffaa606f247367b9a09c87e72c4608b49abc3eb732b96/26-MHW-Phone_Snow-Gretel.png" /> <img width="2730" height="1536" width_o="2730" height_o="1536" data-src="https://freight.cargo.site/t/original/i/3d1a224f39e61e6ec33fa826eb76688dc9af3b07483a375043b9f20e5957e651/27-MHW-Wilderness-Gretel.jpg" data-mid="191301751" border="0" src="https://freight.cargo.site/w/1000/i/3d1a224f39e61e6ec33fa826eb76688dc9af3b07483a375043b9f20e5957e651/27-MHW-Wilderness-Gretel.jpg" /> <img width="1340" height="1767" width_o="1340" height_o="1767" data-src="https://freight.cargo.site/t/original/i/35e6d17e9b4b1daa9f6d237734e25348555fc3f5963b85a8937caebfb970396d/29-MHW-Application-Mountain-Guides-3-Gretel.jpg" data-mid="191301828" border="0" src="https://freight.cargo.site/w/1000/i/35e6d17e9b4b1daa9f6d237734e25348555fc3f5963b85a8937caebfb970396d/29-MHW-Application-Mountain-Guides-3-Gretel.jpg" /> <img width="1340" height="1767" width_o="1340" height_o="1767" data-src="https://freight.cargo.site/t/original/i/f674a4cf3d36ea4c907ea8fb4e23ef40873e589d27a26e392b337bb47996ce17/30-MHW-Insulated-Gretel.jpg" data-mid="191301832" border="0" src="https://freight.cargo.site/w/1000/i/f674a4cf3d36ea4c907ea8fb4e23ef40873e589d27a26e392b337bb47996ce17/30-MHW-Insulated-Gretel.jpg" /> https://justin5au.com/Crystal-Bridges-Magazine Wed, 20 Nov 2024 01:16:29 +0000 JUSTIN AU https://justin5au.com/Crystal-Bridges-Magazine <img width="4101" height="2739" width_o="4101" height_o="2739" data-src="https://freight.cargo.site/t/original/i/f5598d3679e0091768380711a3898b6cc03c09da747eed3f118a99090ea727e5/00_CBMO_Magazine_ByGretel.png" data-mid="222093411" border="0" src="https://freight.cargo.site/w/1000/i/f5598d3679e0091768380711a3898b6cc03c09da747eed3f118a99090ea727e5/00_CBMO_Magazine_ByGretel.png" /> CBMO Magazine —&nbsp;A magazine designed to mirror the unique character of Crystal Bridges Museum. Crystal Bridges Museum of American Art boasts a renowned collection celebrating the American spirit, set on 120 acres of lush nature in Bentonville, Arkansas.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; We worked closely with the team to transform their members only publication into a quarterly magazine that honors the rich life happening within both Crystal Bridges locations, the museum and Momentary events space. Launched in tandem with the 2023 Annie Leibovitz exhibition, CBMO (Crystal Bridges Momentary) is a reflection of the unique property that unites the power of art with the beauty of nature. Client: Crystal Bridges MuseumAgency: GretelYear: 2024 Team: Jesse Johanning, Andrea Trabucco-Campos, Justin Au <img width="5444" height="3284" width_o="5444" height_o="3284" data-src="https://freight.cargo.site/t/original/i/3158bff0c839c12c3a94a2075c0ac6ac62096eea0b0f6cd6a5ec8142ddf2893e/02_CBMO_WhoAreWeSpread_ByGretel.png" data-mid="222093453" border="0" src="https://freight.cargo.site/w/1000/i/3158bff0c839c12c3a94a2075c0ac6ac62096eea0b0f6cd6a5ec8142ddf2893e/02_CBMO_WhoAreWeSpread_ByGretel.png" /> Architecture inspired motifs Crystal Bridges takes its name from a nearby natural spring and the bridge construction incorporated in the building, designed by architect Moshe Safdie. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; We were inspired by the convex walls that frame Crystal Bridges interior space as well as its relationship to surrounding nature. By anchoring in the beveled curves of the building we created an editorial framework that echos the museum experience. Much like the walls of the gallery, the brackets’ placement at the beginning and end of the magazine allows them to hold the work. <img width="5476" height="3425" width_o="5476" height_o="3425" data-src="https://freight.cargo.site/t/original/i/80647e3609a175ca404973eec9b09ee8d6e5c9c7b4f45cd4dc3935e8dc2d563a/04_CBMO_CoverSystem_ByGretel.png" data-mid="222093469" border="0" src="https://freight.cargo.site/w/1000/i/80647e3609a175ca404973eec9b09ee8d6e5c9c7b4f45cd4dc3935e8dc2d563a/04_CBMO_CoverSystem_ByGretel.png" /> A Typographic Ravine The magazine is designed to emulate the meandering flow of water through the ravine over which the museum is built, drawing inspiration from Moishe Safdie's architectural design process. The typographic currents echo the fluidity of the landscape, inviting readers on a journey through the collection. <img width="1736" height="1384" width_o="1736" height_o="1384" data-src="https://freight.cargo.site/t/original/i/b620ce7c272378f423d9ee5d2eeff41134510c7c3c5d05c70b70e4a90ff4b212/07_CBMO_WhoWeAreDetail_ByGretel.png" data-mid="222093907" border="0" src="https://freight.cargo.site/w/1000/i/b620ce7c272378f423d9ee5d2eeff41134510c7c3c5d05c70b70e4a90ff4b212/07_CBMO_WhoWeAreDetail_ByGretel.png" /> <img width="3560" height="3404" width_o="3560" height_o="3404" data-src="https://freight.cargo.site/t/original/i/b5fc1ca86752d77e50cac6121690debf4a3256d1b0b1541558c54ee1bfbf8dfc/09_CBMO_HappeningsDetail_ByGretel.png" data-mid="222093953" border="0" src="https://freight.cargo.site/w/1000/i/b5fc1ca86752d77e50cac6121690debf4a3256d1b0b1541558c54ee1bfbf8dfc/09_CBMO_HappeningsDetail_ByGretel.png" /> <img width="2720" height="2174" width_o="2720" height_o="2174" data-src="https://freight.cargo.site/t/original/i/4ecd24fcc7d2ca99499c6bbfb592f739785a49f4e4d8fcc75ad18ec8956acd53/11_CBMO_RichardMosseSection_ByGretel.png" data-mid="222093587" border="0" src="https://freight.cargo.site/w/1000/i/4ecd24fcc7d2ca99499c6bbfb592f739785a49f4e4d8fcc75ad18ec8956acd53/11_CBMO_RichardMosseSection_ByGretel.png" /> <img width="3588" height="2872" width_o="3588" height_o="2872" data-src="https://freight.cargo.site/t/original/i/55ac4240c612d77f1d229a73b7be61c13075aa77fc4784c3a75754a11c3fb726/12_CBMO_AnnieLeibovitzTrifold_ByGretel.png" data-mid="222093606" border="0" src="https://freight.cargo.site/w/1000/i/55ac4240c612d77f1d229a73b7be61c13075aa77fc4784c3a75754a11c3fb726/12_CBMO_AnnieLeibovitzTrifold_ByGretel.png" /> <img width="1736" height="1384" width_o="1736" height_o="1384" data-src="https://freight.cargo.site/t/original/i/8872c52650d2a3bdc03b1434813cce23e5a70e5646616aa157c66eb32a19e332/13_CBMO_WhoWeAreDetail_ByGretel.png" data-mid="222093605" border="0" src="https://freight.cargo.site/w/1000/i/8872c52650d2a3bdc03b1434813cce23e5a70e5646616aa157c66eb32a19e332/13_CBMO_WhoWeAreDetail_ByGretel.png" /><img width="2500" height="2112" width_o="2500" height_o="2112" data-src="https://freight.cargo.site/t/original/i/9758db12718ca563ef1bdb5ff06e27a1d71b5b0c5f6c71684e923645f8d873dd/07_CBMO_Cover_ByGretel.png" data-mid="222093615" border="0" src="https://freight.cargo.site/w/1000/i/9758db12718ca563ef1bdb5ff06e27a1d71b5b0c5f6c71684e923645f8d873dd/07_CBMO_Cover_ByGretel.png" /> <img width="3542" height="2708" width_o="3542" height_o="2708" data-src="https://freight.cargo.site/t/original/i/8fc015a295da62e7510896115fcca67d156acabea5ed3cb3a843baf90c2e614f/CBMO_RichardMosse3_ByGretel.png" data-mid="222093677" border="0" src="https://freight.cargo.site/w/1000/i/8fc015a295da62e7510896115fcca67d156acabea5ed3cb3a843baf90c2e614f/CBMO_RichardMosse3_ByGretel.png" /> <img width="3616" height="2524" width_o="3616" height_o="2524" data-src="https://freight.cargo.site/t/original/i/3c80b1076e2fc06ffaa027d5cf82f6a76b1b325c54585197049cec53e3ad67cd/15_CBMO_EcclecticCollectionSpread_ByGretel.png" data-mid="222093664" border="0" src="https://freight.cargo.site/w/1000/i/3c80b1076e2fc06ffaa027d5cf82f6a76b1b325c54585197049cec53e3ad67cd/15_CBMO_EcclecticCollectionSpread_ByGretel.png" /> <img width="4080" height="3051" width_o="4080" height_o="3051" data-src="https://freight.cargo.site/t/original/i/92f39102a52e78a5d31858f67f8f73580a41d634b0fc67826939ec793d17dfab/14_CBMO_ContactSheet_ByGretel.png" data-mid="222093710" border="0" src="https://freight.cargo.site/w/1000/i/92f39102a52e78a5d31858f67f8f73580a41d634b0fc67826939ec793d17dfab/14_CBMO_ContactSheet_ByGretel.png" /> https://justin5au.com/Mode Wed, 20 Sep 2023 04:25:39 +0000 JUSTIN AU https://justin5au.com/Mode Shifting modes —&nbsp;Business intelligence for modern organizations Led by visionary founders who created the platform believing in the universal power of data, Mode was set to build upon its success within the business intelligence space by making it accessible to a wider range of users in modern data-driven organizations. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; With the goal to expand its audience beyond data analysts and reach into the enterprise market, Mode was looking to build an identity that captures its independent spirit, technical sophistication and approachability both as a company and a platform. Client: ModeAgency: GretelYear: 2022Collaborators: Ryan Moore, Simon Chong, Cyrus Cumming, Suyoung Yang, Yeni Kim, Nick Dean Smith Type Foundry: WiseType Signature Behavior Shifting modes is the core behavior of the identity system: A dynamic logo and an expressive variable typeface (WT Zaft² by WiseType) inverts counterforms and adapts to every canvas, an analogous palette of electric greens, a graphic language of modular blocks that adapts around each other. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; All these modular tools allow Mode to quickly switch from exploratory to analytical expressions, paving the way for every mode of working. <img width="3499" height="1968" width_o="3499" height_o="1968" data-src="https://freight.cargo.site/t/original/i/2efac28fc4d455771f0af1c825869b43c540be2c45deffb32d3becd6adc6eb68/Mode_CS_07_Lanyard_Cards.png" data-mid="191335165" border="0" src="https://freight.cargo.site/w/1000/i/2efac28fc4d455771f0af1c825869b43c540be2c45deffb32d3becd6adc6eb68/Mode_CS_07_Lanyard_Cards.png" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/6b5a47b55cf1dd930ff45082ff3a8fa6efac8769f36a46dc97b9d46f526db3ab/Mode_CS_04_Product_Screen.png" data-mid="191335335" border="0" src="https://freight.cargo.site/w/1000/i/6b5a47b55cf1dd930ff45082ff3a8fa6efac8769f36a46dc97b9d46f526db3ab/Mode_CS_04_Product_Screen.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f9eb340e7b5e7dfdc6a7f1cc891c027119b5c4a673c9f93702c33e04594ea6d8/Mode_CS_08_Iconography.png" data-mid="191335248" border="0" src="https://freight.cargo.site/w/1000/i/f9eb340e7b5e7dfdc6a7f1cc891c027119b5c4a673c9f93702c33e04594ea6d8/Mode_CS_08_Iconography.png" /> <img width="3604" height="2028" width_o="3604" height_o="2028" data-src="https://freight.cargo.site/t/original/i/134a395463b2620910d893eb0e6a9fc275858b7b430ac562fc239a1b09b469a0/Mode_CS_11_Book.jpg" data-mid="191335645" border="0" src="https://freight.cargo.site/w/1000/i/134a395463b2620910d893eb0e6a9fc275858b7b430ac562fc239a1b09b469a0/Mode_CS_11_Book.jpg" /> <img width="1713" height="1713" width_o="1713" height_o="1713" data-src="https://freight.cargo.site/t/original/i/0005d9c6d7b3987825149b4da245ad74e972401197980fc0b9b958f66b6db638/Mode_CS_13_Vertical_Billboard.png" data-mid="191335698" border="0" src="https://freight.cargo.site/w/1000/i/0005d9c6d7b3987825149b4da245ad74e972401197980fc0b9b958f66b6db638/Mode_CS_13_Vertical_Billboard.png" /> <img width="2141" height="2141" width_o="2141" height_o="2141" data-src="https://freight.cargo.site/t/original/i/87d278aaac38ab10e938d0f123b4986d38d9a028cf2d1f0bbb91c30d51f90e35/Mode_CS_14_Tote_Bag.jpg" data-mid="191335722" border="0" src="https://freight.cargo.site/w/1000/i/87d278aaac38ab10e938d0f123b4986d38d9a028cf2d1f0bbb91c30d51f90e35/Mode_CS_14_Tote_Bag.jpg" /> https://justin5au.com/SHYBOYZCLUB Fri, 23 Jul 2021 19:48:13 +0000 JUSTIN AU https://justin5au.com/SHYBOYZCLUB <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/271d6a46fd2e3b549c856da08c49603ae51c1461def31176f6915db499118757/01_SHYBOYZCLUB_Logo.jpg" data-mid="114533306" border="0" src="https://freight.cargo.site/w/1000/i/271d6a46fd2e3b549c856da08c49603ae51c1461def31176f6915db499118757/01_SHYBOYZCLUB_Logo.jpg" /> Can’t Be All That Authentic.Shaved truffles on instant ramen, bed-side Ming dynasty sculptures, and hotpot on New York City streets — these are things that shouldn’t exist. SHY*BOYZCLUB is an invitation to an exploration of introverted Asian cuisine and goods.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The cuisine is the result of culinary “fight-nights”, ticketed dinner pop up events, from two chefs Eric Sze (886) and Lucas Sin (Junzi Kitchen, Nice Day), featuring a diverse roster of guest chefs. Ideas, cultures, and palettes clash across a tri-fold takeout menu. The goods are collectible interpretations on Asian objects, old and new, reinterpreted through a contemporary lens. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SHY*BOYZCLUB’s visual language is drawn from the vernacular of street signage, menus, and disposable bags created by Chinatown’s communities. The historical necessity of Western appeal, homespun graphic design, and real estate limitations resulted in unique, bilingual (sometimes mistranslated) signage, skewed to fit corners of narrow city blocks. &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; This clash old &amp; new, found &amp; original introduces something authentically inauthentic at every experience. SHY*BOYZCLUB consists of cuisine from Lucas Sin (Junzi Kitchen, Nice Day), Eric Sze (886) and goods from Justin Au. Guest collaborators: Calvin Eng (Win Son, Bonnie’s), Rich Ho (Ho Foods), GN Chan (Double Chicken Please). SHY*BOYZCLUB is ongoing, stay tuned for our next volume coming soon. <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/b00d9f0d0eab89550b9d015b0eb387a47084fb5d308f0a8a4c98f4d332ea9833/02_SHYBOYZCLUB_CuisineGoods.gif" data-mid="114588431" border="0" src="https://freight.cargo.site/w/1000/i/b00d9f0d0eab89550b9d015b0eb387a47084fb5d308f0a8a4c98f4d332ea9833/02_SHYBOYZCLUB_CuisineGoods.gif" /> <img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/d69e2e7fdcd4d73dc86cd6019caf3222004e490bdfa6bb2b545f9dbd6a258b5b/02_SHYBOYZCLUB_Menu.jpg" data-mid="114539634" border="0" src="https://freight.cargo.site/w/1000/i/d69e2e7fdcd4d73dc86cd6019caf3222004e490bdfa6bb2b545f9dbd6a258b5b/02_SHYBOYZCLUB_Menu.jpg" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/0239ad3c0517a60c6172f89d07cac67a137f70f35753d89f7eebebe7a59a5fa8/Vol2_event.gif" data-mid="114541225" border="0" src="https://freight.cargo.site/w/1000/i/0239ad3c0517a60c6172f89d07cac67a137f70f35753d89f7eebebe7a59a5fa8/Vol2_event.gif" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/b77dd8b4f70949966b67aafbd9074239bfd3c6ed585e6d4c3734b69dad882996/Vol2_poster.jpg" data-mid="114542709" border="0" src="https://freight.cargo.site/w/1000/i/b77dd8b4f70949966b67aafbd9074239bfd3c6ed585e6d4c3734b69dad882996/Vol2_poster.jpg" /> <img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/cf2bf53565434c62d290e5bec8f59a256eb076a4ffa4931b8080b1ebb2bba6e1/07_SHYBOYZCLUB_Double_Happiness_T-Shirt.jpg" data-mid="194418710" border="0" src="https://freight.cargo.site/w/1000/i/cf2bf53565434c62d290e5bec8f59a256eb076a4ffa4931b8080b1ebb2bba6e1/07_SHYBOYZCLUB_Double_Happiness_T-Shirt.jpg" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/3aa0d17cc8c54ddd8a4cf8a54a100462df9ca21ed0f4450ea83284dd69cde093/Vol3_posterBAG.jpg" data-mid="114543544" border="0" src="https://freight.cargo.site/w/1000/i/3aa0d17cc8c54ddd8a4cf8a54a100462df9ca21ed0f4450ea83284dd69cde093/Vol3_posterBAG.jpg" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/8bae8c7e9ae927aca6ff252af5866a17b0f8b9df2a2567fdaa9fe3ee2425fd3f/Vol3_event.gif" data-mid="114543545" border="0" src="https://freight.cargo.site/w/1000/i/8bae8c7e9ae927aca6ff252af5866a17b0f8b9df2a2567fdaa9fe3ee2425fd3f/Vol3_event.gif" /> <img width="2710" height="1806" width_o="2710" height_o="1806" data-src="https://freight.cargo.site/t/original/i/7be05642c8473150e40136176cfffa87ce33fbb0aae9a2825aa2b51eba3867dc/07_SHYBOYZCLUB_PosterStickers.jpg" data-mid="114576522" border="0" src="https://freight.cargo.site/w/1000/i/7be05642c8473150e40136176cfffa87ce33fbb0aae9a2825aa2b51eba3867dc/07_SHYBOYZCLUB_PosterStickers.jpg" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/6ece5c56ebc776d7b7c62dace16aec026b4a296b0a9bfd791fbad66868412301/Vol4_event.gif" data-mid="114577666" border="0" src="https://freight.cargo.site/w/1000/i/6ece5c56ebc776d7b7c62dace16aec026b4a296b0a9bfd791fbad66868412301/Vol4_event.gif" /> <img width="1440" height="1920" width_o="1440" height_o="1920" data-src="https://freight.cargo.site/t/original/i/ace86ad28907439fa3a05cfaadec02688aa15fa79ecbda778e16ce44edb3b947/Vol4_poster.jpg" data-mid="114577458" border="0" src="https://freight.cargo.site/w/1000/i/ace86ad28907439fa3a05cfaadec02688aa15fa79ecbda778e16ce44edb3b947/Vol4_poster.jpg" /> <img width="2881" height="1920" width_o="2881" height_o="1920" data-src="https://freight.cargo.site/t/original/i/30a5b3b9766835295b9ce2acdfd042b874e7e5c25bc6f166682ff13f1174e9fb/05_SHYBOYZCLUB_Calendar_2021.jpg" data-mid="194418719" border="0" src="https://freight.cargo.site/w/1000/i/30a5b3b9766835295b9ce2acdfd042b874e7e5c25bc6f166682ff13f1174e9fb/05_SHYBOYZCLUB_Calendar_2021.jpg" /><img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/f71c5106d5d74e0cb44bf2d2217ddbc7e5712bb1821b3a16c1c015f91d7e4a4b/10_SHYBOYZCLUB_VOL5.png" data-mid="194418731" border="0" src="https://freight.cargo.site/w/1000/i/f71c5106d5d74e0cb44bf2d2217ddbc7e5712bb1821b3a16c1c015f91d7e4a4b/10_SHYBOYZCLUB_VOL5.png" /><img width="2879" height="1920" width_o="2879" height_o="1920" data-src="https://freight.cargo.site/t/original/i/b2fa6d99a1a65ae7c38709ce98b6d5cc832f5b68ec5287d3924f97d0cafb8c65/09_SHYBOYZCLUB_Calendar_2022.jpg" data-mid="194418764" border="0" src="https://freight.cargo.site/w/1000/i/b2fa6d99a1a65ae7c38709ce98b6d5cc832f5b68ec5287d3924f97d0cafb8c65/09_SHYBOYZCLUB_Calendar_2022.jpg" /> <img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/9daf2b40901475c0fcba04f5febac85d862a28fc9e48b36f81e22a62e9352e85/12_SHYBOYZCLUB_VOL7.png" data-mid="194418768" border="0" src="https://freight.cargo.site/w/1000/i/9daf2b40901475c0fcba04f5febac85d862a28fc9e48b36f81e22a62e9352e85/12_SHYBOYZCLUB_VOL7.png" /><img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/7fc9eaf70e8014e31ba6c02f4539612eb85e105e6cdd8f6f4ecd8fc609526de9/11_SHYBOYZCLUB_Stickers.jpg" data-mid="114588342" border="0" src="https://freight.cargo.site/w/1000/i/7fc9eaf70e8014e31ba6c02f4539612eb85e105e6cdd8f6f4ecd8fc609526de9/11_SHYBOYZCLUB_Stickers.jpg" /> https://justin5au.com/MoMA-Reveal Wed, 21 Jul 2021 02:15:22 +0000 JUSTIN AU https://justin5au.com/MoMA-Reveal Something New At Every Turn As part of MoMA’s new rotating presentation, the “Reveal” promises a reimagined approach to exhibiting its collection of modern and contemporary art.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; With each “Reveal,” in which a third of the Museum’s collection rotates, audiences will enjoy fresh perspectives and opportunities to see more of the wide-ranging collection. Client: MoMAAgency: GretelYear: 2020Collaborators: Greg Hahn, Ryan Moore, Simon Chong, Dylan Mulvaney, Andrew Stubbs Johson, Kerry Griner, Johannes Geier <img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2474ac3f43df1b685a692d67c81f3ec71618a0a2e90ca591f8cac8633bf96d5b/Galleries_2.jpg" data-mid="114286710" border="0" src="https://freight.cargo.site/w/960/i/2474ac3f43df1b685a692d67c81f3ec71618a0a2e90ca591f8cac8633bf96d5b/Galleries_2.jpg" /> <img width="2913" height="1638" width_o="2913" height_o="1638" data-src="https://freight.cargo.site/t/original/i/b85f0af2fe2a591e4f9cacefb573275f9ff24ed365dd19216124c9aad1ed7878/03_MoMA_Reveal_Website.jpg" data-mid="114286900" border="0" src="https://freight.cargo.site/w/1000/i/b85f0af2fe2a591e4f9cacefb573275f9ff24ed365dd19216124c9aad1ed7878/03_MoMA_Reveal_Website.jpg" /> Constantly SurprisingThrough the direct nature of the campaign design, and the name itself, the idea of the Reveal positions MoMA’s rotating collection as a dynamic moment and experience for museum-goers. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Visually, the campaign builds on MoMA’s existing core design system, and reflects the physical experience viewers will have in the newly reorganized MoMA galleries—discovering something new at every turn. <img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0da045bcd8fa1f253d521c324c5407e12ed3a34a4541c1ad1652bd3dc7b5c35c/Galleries_1.jpg" data-mid="114287291" border="0" src="https://freight.cargo.site/w/960/i/0da045bcd8fa1f253d521c324c5407e12ed3a34a4541c1ad1652bd3dc7b5c35c/Galleries_1.jpg" /> https://justin5au.com/Ghost-Outdoors Mon, 26 Jul 2021 03:47:36 +0000 JUSTIN AU https://justin5au.com/Ghost-Outdoors <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/7190a1ca9d8aa8508db36e3a6066b471b45bd6728b6008c0aa9d17df9a1438f8/01_GhostOutdoors_Wordmark_Pattern.jpg" data-mid="114645670" border="0" src="https://freight.cargo.site/w/1000/i/7190a1ca9d8aa8508db36e3a6066b471b45bd6728b6008c0aa9d17df9a1438f8/01_GhostOutdoors_Wordmark_Pattern.jpg" /> Take A TripGhost Outdoors was founded in Perth, Australia with a simple mission: To make camping and outdoor gear inspired by Australian-style adventuring — cutting loose and breaking free. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The brand identity captures this adventurous spirit to explore the unknown, through a graphic language that whisks viewers away to the unexpected at every touchpoint. The logo captures a fleeting moment around the campfire, with the brand’s mascot “Smokey” at its center. Inspired by the rugged straightforwardness of trail signage, the identity employs Grillitype’s workhorse serif typeface GT Alpina, paired with a technical taxonomy system set in Favorit. A custom brand pattern ”Ghost Camo” was developed in four colorways, all drawn from different natural Australian landscapes, and is featured across the brand’s textiles and outdoor gear. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The new identity was rolled out across the brand’s website, social platforms, print lookbook, and drop-bear-ready gear, establishing Ghost Outdoor as a trusted companion into the outback — all while having a bit of fun along the way. Client: Ghost Outdoors Year: 2020 Collaborators: So A Ryu, Szeki Yang, Ellen LoPhotography: Ainslie Hutchence 3D Illustration: Cyrus Cumming <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/408b7a7d49c231eb5e11ec1ab8607ed4bcc39b068bf8c02598be97eafc290967/02_GhostOutdoors_Monogram.jpg" data-mid="114645671" border="0" src="https://freight.cargo.site/w/1000/i/408b7a7d49c231eb5e11ec1ab8607ed4bcc39b068bf8c02598be97eafc290967/02_GhostOutdoors_Monogram.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8fb8ba364a4a8d1971501e3fa84cf19a841540bd0e70962869175c51678543e4/05_GhostOutdoors_Website.gif" data-mid="114645674" border="0" src="https://freight.cargo.site/w/1000/i/8fb8ba364a4a8d1971501e3fa84cf19a841540bd0e70962869175c51678543e4/05_GhostOutdoors_Website.gif" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/7fa4e69b650b19dee566bd8c93523e96e8e779e624e6f581a964bd04ad2863db/03_GhostOutdoors_OOHPosters.jpg" data-mid="114645672" border="0" src="https://freight.cargo.site/w/1000/i/7fa4e69b650b19dee566bd8c93523e96e8e779e624e6f581a964bd04ad2863db/03_GhostOutdoors_OOHPosters.jpg" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/7c846ec61a460a77f88e15ff383f1b2d17c546d779881b4685371d08fd7deb4a/04_GhostOutdoors_BlanketTag.jpg" data-mid="114740677" border="0" src="https://freight.cargo.site/w/1000/i/7c846ec61a460a77f88e15ff383f1b2d17c546d779881b4685371d08fd7deb4a/04_GhostOutdoors_BlanketTag.jpg" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/964171cb74d19cfd90697342cc756d0ac2a479e5e8e0138aef82b4406de43eb3/06_GhostOutdoors_BlanketTote.jpg" data-mid="114645677" border="0" src="https://freight.cargo.site/w/1000/i/964171cb74d19cfd90697342cc756d0ac2a479e5e8e0138aef82b4406de43eb3/06_GhostOutdoors_BlanketTote.jpg" /> <img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/68cfec81ddd9ff36090162366c839b4adeb9a7d8fb659681730deecae0a5b0ee/07_GhostOutdoors_Lookbook.jpg" data-mid="114645678" border="0" src="https://freight.cargo.site/w/1000/i/68cfec81ddd9ff36090162366c839b4adeb9a7d8fb659681730deecae0a5b0ee/07_GhostOutdoors_Lookbook.jpg" /> <img width="2880" height="1920" width_o="2880" height_o="1920" data-src="https://freight.cargo.site/t/original/i/04f53389a19a9ef9b6d6de58fe0215392a95b7ec4c8b56a4db8e0f20411ee083/08_GhostOutdoors_Lookbook_Spreads.jpg" data-mid="114645679" border="0" src="https://freight.cargo.site/w/1000/i/04f53389a19a9ef9b6d6de58fe0215392a95b7ec4c8b56a4db8e0f20411ee083/08_GhostOutdoors_Lookbook_Spreads.jpg" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/fe401b642ed24bc7b4b85a7c6204a161efa61b0210fd7b3e7952e6b5540d85b9/Ghost_Outdoors_01_003_comp.jpg" data-mid="114645680" border="0" src="https://freight.cargo.site/w/1000/i/fe401b642ed24bc7b4b85a7c6204a161efa61b0210fd7b3e7952e6b5540d85b9/Ghost_Outdoors_01_003_comp.jpg" /> https://justin5au.com/Winter-Wonderland Tue, 26 Sep 2023 04:39:36 +0000 JUSTIN AU https://justin5au.com/Winter-Wonderland <img width="3413" height="1920" width_o="3413" height_o="1920" data-src="https://freight.cargo.site/t/original/i/0dc906c237349cf7a95ee55d3b3ca88f8e3d5aa1bb842dc9ddd47ba236cc45d9/01_WW_Facade.jpg" data-mid="191850010" border="0" src="https://freight.cargo.site/w/1000/i/0dc906c237349cf7a95ee55d3b3ca88f8e3d5aa1bb842dc9ddd47ba236cc45d9/01_WW_Facade.jpg" /> Winter On The Block — Bringing The Holiday Spirit To Brooklyn During the holiday season, through the Neighborhoods Now initiative, we partnered with Bed-Stuy Gateway BID to bring their annual Winter Wonderland holiday market to life. Set in the heart of Brooklyn, the event has brought holiday celebrations to the neighborhood and supported local small businesses, crafters, and creators since its first iteration in 2019. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; At the heart of the Winter Wonderland look &amp; feel is a pair of dynamic “Ws”, which fluidly transform to become inclusive and approachable. They reconfigure and combine into various holiday decorations, from snowflakes, christmas trees, menorahs, to patterns that wrap the neighborhood with holiday spirit. Client: Bed-Stuy Gateway BIDAgency: GretelYear: 2022 Collaborators: Andrea Trabucco-Campos, Suyoung Yang, Alaijah Hampton, Yixuan Cao The joyful visual identity celebrates two of Bed-Stuy’s most unique characteristics: a bold &amp; vibrant culture that’s pushed culture forward through music and street art, and a rich history of ornate Victorian architecture that permeates the entire neighborhood. <img width="2649" height="2649" width_o="2649" height_o="2649" data-src="https://freight.cargo.site/t/original/i/fc81e67b305d8217c9c8df026ee73ff41da641c04dd808490b0e0c2b49ab1bb4/BAG.jpg" data-mid="191850127" border="0" src="https://freight.cargo.site/w/1000/i/fc81e67b305d8217c9c8df026ee73ff41da641c04dd808490b0e0c2b49ab1bb4/BAG.jpg" /> <img width="2688" height="2688" width_o="2688" height_o="2688" data-src="https://freight.cargo.site/t/original/i/614d0e57d02acd1dfea5a566653f3d7e98af5c858061ccb0fb093d713cf2130e/brownstone.jpg" data-mid="191850527" border="0" src="https://freight.cargo.site/w/1000/i/614d0e57d02acd1dfea5a566653f3d7e98af5c858061ccb0fb093d713cf2130e/brownstone.jpg" /> <img width="2736" height="2736" width_o="2736" height_o="2736" data-src="https://freight.cargo.site/t/original/i/99edba4753d1a13d9c9f1d9ce6c87a1cf034f0bdfcaa0aaab5fc3abbc2c93917/ornament.jpg" data-mid="191850528" border="0" src="https://freight.cargo.site/w/1000/i/99edba4753d1a13d9c9f1d9ce6c87a1cf034f0bdfcaa0aaab5fc3abbc2c93917/ornament.jpg" /> Our double-duty and environmentally conscious approach to event ephemera saw that attendees could take a piece of Winter Wonderland home with them as a part of their own holiday festivities, from an event map that transforms to present wrap to pamphlets that can be sent out to loved ones as holiday postcards. <img width="2697" height="2697" width_o="2697" height_o="2697" data-src="https://freight.cargo.site/t/original/i/0ba334d1d5881c0ca6adbb8b3237dfa794b814a5c2b19fbd238c2dc7754a43cc/Postcard.jpg" data-mid="191850634" border="0" src="https://freight.cargo.site/w/1000/i/0ba334d1d5881c0ca6adbb8b3237dfa794b814a5c2b19fbd238c2dc7754a43cc/Postcard.jpg" /> <img width="2697" height="2697" width_o="2697" height_o="2697" data-src="https://freight.cargo.site/t/original/i/3829cfc0eb13e3ffdbd569437a425879dd762b28ec8e2e0a9604e1736d78a96c/storefront.jpg" data-mid="191850765" border="0" src="https://freight.cargo.site/w/1000/i/3829cfc0eb13e3ffdbd569437a425879dd762b28ec8e2e0a9604e1736d78a96c/storefront.jpg" /> <img width="900" height="900" width_o="900" height_o="900" data-src="https://freight.cargo.site/t/original/i/b6b975cc57a9aa3912802e98f834e1f198c476bec0e43e68404330eeb3c35d66/t-shirt.jpg" data-mid="191850766" border="0" src="https://freight.cargo.site/w/900/i/b6b975cc57a9aa3912802e98f834e1f198c476bec0e43e68404330eeb3c35d66/t-shirt.jpg" /> https://justin5au.com/The-Athletic Thu, 22 Jul 2021 03:54:37 +0000 JUSTIN AU https://justin5au.com/The-Athletic Sport is the Through Line — Connecting Fans to the Teams They Love. The sports journalism category often goes wide but not deep. The Athletic creates in-depth sports stories, written by a high-caliber roster of writers worldwide. Reaching over 1M subscribers, The Athletic needed to develop their brand story, expand their creative toolkit and create new awareness on a global scale. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; We wanted to capture the publication’s sense of care, rigor and optimism as a strategic foundation. The brand’s purpose—to immerse fans in the power of sport—puts fans first, while recognizing the emotional and cultural impact of sports in their lives. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The visual identity draws a direct line between fans and sport. Using the inline monogram as a starting point, the system expands to embed the inline throughout the identity. This brand signature evokes a sense of continuous connection, drawing readers deeper into each story.&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; In all, the identity system allows for consistent, yet endlessly varied expressions and amounts to an elevated and approachable brand, appealing to die-hard sports fans while drawing new ones in. Client: The AthleticAgency: GretelYear: 2020Collaborators: Greg Hahn, Ryan Moore, Simon Chong, Dylan Mulvaney, Andrea Trabucco-Campos, Kerry Griner, Nicholas Samendinger, Szeki Yang, Lynn Song, Chihao Chang Type Foundry: A2-TYPE <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/19c55267667428c9d671da31d5b4b2ad821bbd63a060873eb4d27f7844e3ea90/01_The_Athletic_Wordmark.jpg" data-mid="114380118" border="0" src="https://freight.cargo.site/w/1000/i/19c55267667428c9d671da31d5b4b2ad821bbd63a060873eb4d27f7844e3ea90/01_The_Athletic_Wordmark.jpg" /> <img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f7afebfe5d18b5917a990da0fcec7170f0c4cab83fb7ca5881add9078e1bf681/Notebook.jpg" data-mid="114381236" border="0" src="https://freight.cargo.site/w/960/i/f7afebfe5d18b5917a990da0fcec7170f0c4cab83fb7ca5881add9078e1bf681/Notebook.jpg" /> <img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0db46f57f1c698c8b06843d67c46de43e9819c090fd6288c7f53079ba1df5c09/boxes.jpg" data-mid="114380768" border="0" src="https://freight.cargo.site/w/960/i/0db46f57f1c698c8b06843d67c46de43e9819c090fd6288c7f53079ba1df5c09/boxes.jpg" /> In partnership with A2-TYPE, we created a bespoke font, Athletic Regular Slab, drawn as a display pairing to A2-TYPE’s geometric Regular Slab. Sporting bold slab serifs and a continous, layered inline, the typeface drives the brand’s connection to its stories through every headline. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ace094bda560e7c76cd27149957f9cc3ee48e09a04b93bc2ebfa27c8bae66b4a/05_The_Athletic_TypeSpecimen.jpg" data-mid="114380201" border="0" src="https://freight.cargo.site/w/1000/i/ace094bda560e7c76cd27149957f9cc3ee48e09a04b93bc2ebfa27c8bae66b4a/05_The_Athletic_TypeSpecimen.jpg" /> <img width="1621" height="1824" width_o="1621" height_o="1824" data-src="https://freight.cargo.site/t/original/i/ff28507677a179b2d27042ebc38d3fca8402d46c12424352fce48723e0079046/TA_Article_mockup.jpg" data-mid="114380536" border="0" src="https://freight.cargo.site/w/1000/i/ff28507677a179b2d27042ebc38d3fca8402d46c12424352fce48723e0079046/TA_Article_mockup.jpg" /><img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d5cc53904a8a56636189dd0130c7311e493438196d3c9deef48bd26d07c78554/Icons_v2.gif" data-mid="114422234" border="0" src="https://freight.cargo.site/w/960/i/d5cc53904a8a56636189dd0130c7311e493438196d3c9deef48bd26d07c78554/Icons_v2.gif" /> <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/4e2eb7d21b90bce69e5d1515b932abd48190fbcbe13424784935535901bba458/The_Athletic_4_Color_Palette.jpg" data-mid="114425810" border="0" src="https://freight.cargo.site/w/1000/i/4e2eb7d21b90bce69e5d1515b932abd48190fbcbe13424784935535901bba458/The_Athletic_4_Color_Palette.jpg" /> <img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a97fa0c8eceacd3221340cee17ee22634a4fa90d18780a3838a010d927d61141/team_colors.gif" data-mid="114426261" border="0" src="https://freight.cargo.site/w/960/i/a97fa0c8eceacd3221340cee17ee22634a4fa90d18780a3838a010d927d61141/team_colors.gif" /><img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c70dba74bb7184f0ec8a87d1036b33b93fbcf8b09b472a4bbdf5d6283e69ee9c/team_page.jpg" data-mid="114380771" border="0" src="https://freight.cargo.site/w/960/i/c70dba74bb7184f0ec8a87d1036b33b93fbcf8b09b472a4bbdf5d6283e69ee9c/team_page.jpg" /> <img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/0722cef1be2cc93c443e1321b0623d0527801b1f463ed56f828312ab18e364f0/07_The_Athletic_Posters.jpg" data-mid="114380004" border="0" src="https://freight.cargo.site/w/1000/i/0722cef1be2cc93c443e1321b0623d0527801b1f463ed56f828312ab18e364f0/07_The_Athletic_Posters.jpg" /> <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/6e5148ab83306e4b4907139a38103f45537e2b0211b33d7d5c7f76955d93d100/11_The_Athletic_Wildposting.jpg" data-mid="114380006" border="0" src="https://freight.cargo.site/w/1000/i/6e5148ab83306e4b4907139a38103f45537e2b0211b33d7d5c7f76955d93d100/11_The_Athletic_Wildposting.jpg" /> https://justin5au.com/COVERGIRL-IRL Tue, 26 Feb 2019 07:34:46 +0000 JUSTIN AU https://justin5au.com/COVERGIRL-IRL <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/004b741d4659b97cad292b4e421d4b159148dfc237df090d67c33238265cba03/BEHANCE-1.gif" data-mid="36304208" border="0" src="https://freight.cargo.site/w/1000/i/004b741d4659b97cad292b4e421d4b159148dfc237df090d67c33238265cba03/BEHANCE-1.gif" /> In Real Life, In New York With the opening their first flagship store, customers could finally interact with Covergirl’s products in real life (IRL),&nbsp;which coincidentally, is the last three letters of their brand name. We created a social and citywide out of home campaign that built hype and drove traffic to its Times Square debut. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; We featured the popular acronym and brought it to life in a way that visually represented the vibrance and chaotic energy of Times Square. We drew inspiration from the spectacle of dazzling lights one experiences standing in Times Square for the first time. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This typographic approach was combined with the brand’s iconic black and white color scheme, photography championing the brand’s Covergirls, and iridescent foil featured in product packaging. Client: CovergirlYear: 2018Collaborators: Michael Kleinman, Henry Kember, Emily Berger, Debbie Pan <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b82d7491b78f252720ef6a8a47e89ed917246020a0afb6b796ec5a20130d1d04/bus-wrap.jpg" data-mid="36304023" border="0" src="https://freight.cargo.site/w/1000/i/b82d7491b78f252720ef6a8a47e89ed917246020a0afb6b796ec5a20130d1d04/bus-wrap.jpg" /> <img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b876b4c54dec9184b74078a25859946c5185280915ff7d2559493b431d531751/bus-stand.png" data-mid="36304051" border="0" src="https://freight.cargo.site/w/960/i/b876b4c54dec9184b74078a25859946c5185280915ff7d2559493b431d531751/bus-stand.png" /><img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f5b4e2868528f3f455a388a235869d1aa5896b219095c027690f3d8f8cff224c/BEHANCE-8.gif" data-mid="36304239" border="0" src="https://freight.cargo.site/w/960/i/f5b4e2868528f3f455a388a235869d1aa5896b219095c027690f3d8f8cff224c/BEHANCE-8.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ddbbf505ff003ddbd649ddeb7d4c91dfe85cee7f234cc335927a8622f730c2e3/POSTERS-spread.jpg" data-mid="46842056" border="0" src="https://freight.cargo.site/w/1000/i/ddbbf505ff003ddbd649ddeb7d4c91dfe85cee7f234cc335927a8622f730c2e3/POSTERS-spread.jpg" /><img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/60272fbc54b7f07e41820e549d29731edb036d2191c469ed8eeb8d10577d275e/POSTER-gif.gif" data-mid="46842064" border="0" src="https://freight.cargo.site/w/960/i/60272fbc54b7f07e41820e549d29731edb036d2191c469ed8eeb8d10577d275e/POSTER-gif.gif" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e44b673aa557e7d77028e3547e967b4791c0420cea20588f49bb0810aae40c43/wild-posting-v4.jpg" data-mid="47003605" border="0" src="https://freight.cargo.site/w/1000/i/e44b673aa557e7d77028e3547e967b4791c0420cea20588f49bb0810aae40c43/wild-posting-v4.jpg" />