April 21, 2017

CreativeMornings in Philadelphia

This morning the Turn5 creative team met in Philadelphia at the Center / Architecture + Design for the CreativeMornings lecture. Today's speaker was Ed Tettemer who offered insight on things to believe in and how to attain love within the creative world. I was most drawn to his diagram of the color wheel and the emotions attached to each color and shade. He spoke about how when you mix emotions together, you get a larger variety, similarly as you mix colors together. 

While the lecture was interesting and covered a lot of various topics, I spent a lot of time admiring the space of this lecture as well as the city. It was really great to be in a room with a bunch of other creatives. This morning we stepped out of the corporate business world, and I felt very much like a creative. I felt inspiration from the people, the building and the city of Philadelphia. We'll see where all that takes me, but in the meantime here are a few photos trying to capture that inspiration.

April 11, 2017

XT April Sale

This month I also did the creative for ExtremeTerrain.com's monthly sale. I began with a base shot of a rolling JK and composited a more interesting background. Below is the original and the retouched composite.

I needed a TJ version as well so I used the same base shot and rendered a TJ using KeyShot to get the exact angle. 

I then took the render into Photoshop, removed the JK in the background but kept the JK wheels instead of having to recreate the blur. The original JK was a 4-door, so I moved the wheels closer together to work with the TJ body. Along with that came adjusting the shadow on the road.

These final composites were then used in various email, site and social graphics to promote the XT April Sale. I treated the typography in email similarly to how it is on site.

The creative is currently running as a homepage banner at ExtremeTerrain.com. Check it out while you can.

April 10, 2017

I Don't Recommend Crashing a Motorcycle into a Car

Take my advice and don't ram your bike into a car. Not only does it not end well for the rider, but it also causes many hidden cracks and bends that need to be repaired. We've uncovered another necessary repair as I am getting my seat remade. Initially I went into this thinking it would be a cosmetic change; however, two cracks in the base have been found as well as a bend that needs straightened out.

A ton of progress is being made, and I am looking forward to seeing it all come together. Below are some progress shots of my seat I sent to Chris Carr of Caro, Michigan. Check out his killer builds on Instagram.

April 09, 2017

Yourn Nonce Vintage

Remember Yourn Nonce Vintage's logo I designed back in September (view original post)? Well here it is, out in the wild, now printed on order bags. If you have any interest in vintage jewelry (the rings are to die for), be sure to check out what's for sale via YN. 

Yourn Nonce Vintage:
Facebook | Website | Instagram

April 07, 2017

AmericanMuscle Monthly Sale

I worked on the AmericanMuscle April Sale graphics that are currently online. The copy "unleash your Mustang" was my inspiration in choosing photos of cars on the track from our previous car shows. Several onsite, email and social graphics were created for this sale.

Below are the various photos I used to cover all of the AmericanMuscle Mustang generations.

April 06, 2017

ExtremeTerrain Catalog Cover

A new catalog has dropped for ExtremeTerrain.com this week and for this drop I have designed the cover of the JK and TJ/YJ buyer books. Below is the JK Cover.

This cover image is based off of a collection campaign Top Spring Upgrades. I chose a photo that was taken by an in-house photographer as the base and did a bit of retouching and compositing to make it work best for the catalog cover. Below is the original photo with a few Camera Raw adjustments.

I made sure to green up the photo a bit more to emphasize the spring elements. I also had to build out some of the background to have the image work better with the portrait orientation of the catalog cover. 

The TJ/YJ version features a different photo of a Jeep on the trail that needed a bit more retouching and compositing to get that spring feeling. Below is the final front cover.

Below is the original photo with some minor Camera Raw adjustments applied.

And below is the full composited image used for the cover that has been built out. It is not a seamless composite since a lot of the right side of the image below was not shown on the cover and within the other graphics this campaign required.

For the TJ Jeep version I rendered out wheels as well to feature Mammoth wheels that are sold by ExtremeTerrain, rather than featuring wheels the company does not sell. They are very similar in style so it's not a very noticeable change from the original to the final image. Overall I'm pleased with how both covers turned out.

In addition to the covers, the JK catalog includes an insert. I designed a spread within this insert to feature the Top Spring Upgrade mods. Below is the spread featuring a blend of products and lifestyle photography.

This layout was meant to make a strong connection between the cover image and then also with the onsite experience.

The type treatment was also a focus for this project. I began experimenting with variations of the ExtremeTerrain font within Illustrator. My process is to carelessly play around with a font until something sticks. Below is what my Illustrator art board looked like while I experimented-a bit of organized chaos.

As you can see I used a stacked version for the print applications, but did have a use for a more horizontal orientation within email and onsite graphics. Below is a closer look at the final type treatment I used in the insert design as well as on the catalog cover.