Corporate Identity Assignment – Milestone #1

Eastbay Co. is a leading producer in backpack, luggage and accessories.

Brief background:
Founded in 2006 by two brothers in Toronto, who worked many years for other leading companies in the baggage and accessories industry. They felt that there was a gap in the market for stylish yet practical well build bags. Eastbay is the name of their hometown known for it’s coastal scenery and outdoor adventures.

The target market:
18–35 year olds, middle to high income, students/young professionals, sporty/ adventurous, “hipster”.

Competing Businesses:
Three of Eastbay’s top competitors are: Eastpack, Jansport and Dakine.

eastpack logo

The Eastpak Logo is simple and classic. The bold wordmark is incorporated into a globe image to elude to travel or trekking.


The Jansport Logo is just a workmark with tight kerning. Jansport is the largest backpack producer and is quite recognizable.


The Dakine Logo is sleek and cutting edge. It tries to evoke speed and technical innovation.

Creative Considerations:

The products that Eastbay Co. make are produced for a global market place but have options for “regional consideration”. This means that they are able to tweak products to meet regional trends and make the products feel homegrown. The use of materials and textures are updated often. This means the logo needs to be simple and universally accepted as to not to get lost or compete with the vast variety of designs, textures and materials. The idea of nostalgia and locally  play into the fact that the brand was the brainchild of the two brothers from down the road in Eastbay.

The logo is, in 5 words:

• Vintage

• Homegrown

• Adventurous

• Hip

• Practical

Initial Concept Sketches:


Lego _ Type for Web Assignment

For this assignment, I decided to share some facts about a hobby of mine, LEGO!

First, I collected a whole bunch of information and facts off the internet on Lego. Then I placed all the in information into my html document and applied the appropriate tags.

Once the text was properly tagged. I started a styling the different elements in CSS. I tried to stay consistent using the same fonts and colours through out my formatting. I found the fonts used on google fonts and used a blocky heavy font for the titles and headings and lighter font for the body.


In the Body of the text, I repaced all the inch marks with quotation marks as well as when appropriate, dashes with en–dashes.


Body Text

I included a table with formatting styles that matched the rest of the page, using the font used for the headings for the table’s titles.



I also included an ordered list.


Ordered List

as well, as an unordered list.


Unordered List

Finally I included a definition list.


Definition List

Three Ad Campaign _ Composite Week

For our first composite assignment we had to develop an ad campaign that consisted of three ads to be published in a publication as well as a social media campaign that would run in conjunction with the print ads.



I chose to create a fundraising campaign for an organization called Chai Lifeline Canada. Chai Lifeline Canada is a not-for-profit organization that provides support and assistance for children and families of children in the Jewish community who are dealing with severe or terminal illnesses. They have a variety of different services they provide including: Counseling for each member of the family, volunteers who bring an extra measure of adult attention and stability to children’s lives, tutoring for children who must miss school for extended periods of time, family retreats, special sibling programs, information, peer and professional support, and two extraordinary summer camp programs for seriously ill children help families retain a sense of normalcy and hope while fighting even the most dire pediatric diseases. All programs are free of charge.



Originally I wanted to have the ads published in a magazine called “Lifestyles” that highlighted the world of philanthropy. In the end I felt that the ad campaign would be better suited for “Today’s Parent” Magazine. This demographic that this magazine targets can sympathize with the cause and can relate to the difficulties of trying to care for an ill child. While the average reader of the magazine may not have the largest disposable income, I felt that the amount of readers that could relate and feel compelled to donate would be higher than any other magazine in Canada. This publication has established itself as the leading resource for Canadian families and parents over the last 30 years.



Chai Lifelines refers to the ill children they help as “warriors”. The ad campaign plays on this theme by referring to the “battle” they are in the midst of with their illness and the mental toughness they exhibit. Each warrior has their own story, their own personality. The campaign will highlight a different warrior in three separate ads, and with both text and imagery show them as the warriors that they are.
Once the audience reads a bit about the warrior they will be asked to help them to champion their battle by donating to Chai Lifeline so they can help provide the services and help the child and family. The ads will run in three consecutive issues of the magazine while in conjunction with an Facebook ad campaign.




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AdParlor_Website Clicks_Newsfeed_Preview copy 2

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Vector Portrait

For my vector portrait I chose to use a photo from my elementary school days.  I was far easier to look at back then. I started the process in Photoshop by adjusting the levels so that there was a bit more contrast and then posterizing the image to create more defined shapes and colours.

Once this was done, I brought the image into illustrator and traced out the different elements of the portrait such as skin, hair, eyes, mouth and shirt. I used the original photo to help sample the colours to get the right tones.

To help define the face a bit more, I added some shadows and highlights using the pen tool to define the area and the blend modes to darken and lighten the areas as required.

Additionally, using a custom-made brush I added some individual darker and lighter hairs to add some texture and eyelashes.

Finally, I added some details like buttons on the shirt, highlights in the eyes and texture on the lips to add realism to the portrait.

For the alternate, I went with the blue monochrome look to add a calm feeling I seem to have in the photo.


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Type Poster


For this assignment I decided to make a poster for my fictitious culinary company Chubby & Kosher. Since the assignment was for a typography class, I really wanted the focus to be on the type. I used a lot contrast to help add depth and hierarchy with in the type. The large, bold narrow letters of League Gothic provide a lot of solid colour in contrast to the thin weight of Helvetica Thin typeface. I used a simple colour palette of just black and white that I have used in much of the Chubby & Kosher branded material I have created and simply applied a smoke image in the background. The result is an eye catching poster with a lot of visual interest mostly created with type.

Trifold Brochure

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For this assignment I wanted to showcase a side hobby of mine, Chubby & Kosher. Chubby & Kosher is an outlet I created for my personal culinary adventures. While I don’t have any plans to monetize the idea, I decided to create a brochure for it.

The trifold brochure contains a dieline cut out on the front. When closed it will reveal the Chubby & Kosher logo.

All the images used are dishes I prepared and photographed and live on my Instagram at

The fonts and colours are all taken from the branding I have developed for Chubby & Kosher. They are bold and simple like many of the dishes I create.

Adobe Illustrator > Animated GIF



To create my animated GIF I started with a simple sketch of a Lego brick (a personal favorite). Once sketched, I scanned the sketch and brought it in to Adobe Illustrator where I proceeded to trace the various shapes that make up the brick. I used the rectangle tool to create the front and back of the brick, the pen tool for the for the top and sides and the ellipse tool combined with the pen tool and shape tool to create the bumps on the top of the brick. Once one brick was done I used the gradient tool to make the brick have a sense of depth and the bumps seem curved.  Once the brick was done copied the brick over and adjusted the colours repeating this step until all the bricks were done.



Once I was happy with the illustrator file, I created a new Adobe Photoshop file. I then copied my background, and all the coloured bricks. I turned off the layer visibility of all the bricks except the first red brick and moved above the canvas. Once this was set up I created a new frame in the timeline and moved the first red brick into its final position then I added 10 tween frames in between the two frames. I repeated this steps for all the bricks until they were all stacked. Finally, I exported the file as a GIF.