design portfolio 2014

Johnna Calvillo | Design Portfolio

Parameter Newsletter

ChallengeNation-wide company needs a way to unite a burgeoning design network

SolutionAn e-mail newsletter will provide a platform for sharing information and success stories keeping members of the design community connected and informed.

DeliverablesBrand identityPrint & e-mail graphic templates Monthly content

Pictured First edition e-mail body





Pictured Second edition e-mail body





Pictured Two examples of full articles applied to the print layout template

BabbaBox Delivers Learning Activities for Busy Families Contributed by Johnna Calvillo

JimHively-SystemsSalesPackagingoutofChicago-acquiredthisprojectthroughhisinvestigationintoExcelerateLabs,anacceleratorprogramforstart-upsthatrecentlycametoChicago.BabbaCo,foundedbyJessicaKim,wasacceptedintothesummer2011session,andwasuniqueinbeingoneoftheonlycompaniestoprovideaphysicalproducttoconsumers. BabbaCowasformedin2007asanonlinestoreforbabyproducts.WithheracceptanceintotheExcelerateprogram,KimmovedhereffortstofocusonthecreationoftheBabbaBox,whichlaunchedofficiallyinAugustof2011.TheBabbaBoxisamonthlysubscriptionservicethatprovidesthemedactivitiesgearedforchildrenages3-6.Itaimstoprovideparentsatooltointeractivelyteachtheirchildrenwhilehelpingthemexploretheworldaroundthem.Eachboxhasfourcomponents–Create,Explore,StoryTellandConnect-thatallfollowthethemeofthemonth.Theboxpicturedaboveistheir“GratitudeBox.”Theactivitiesincludedteachchildrenaboutbeingthankful,andabouttheimportanceofgivingthanks. Thechallengepresentedtotheteamwastodesignashippableboxthatwouldprovideawaytodividespaceintosectionstohousethefourdifferentandvaryingcomponents.Toaddtothechallenge,atthetimewhenthexpedxdesignteamwasapproachedabouttheproject,Kimhadonlyestablishedonemonthofactivities;thoughthemeshadbeen

established,thespecificactivitiesandcomponentitemswerestilltentative.ThispromptedseveraldiscussionswithKiminwhichthedesignteamwasabletomarrytheprocessofestablishingthedesigndirectionwiththeprocessofestablishingthevisionandlimitationsofKim’sBabbaBoxmovingforward.Theprocesswasrewardingforbothdesignersandcustomer,asthedesignerswereabletogivecriticalinputtothedecisionsoftheinitiallaunchofanewproduct,andthecustomerfelttheyweregivennecessaryandinformeddirection. FrancoDiTerlizzitookleadontheproject,andafterexploringvariousoptions,providedthesolutionofarolled-endoutercartonwithaninsertthatcouldbeusedtodividethespaceintothreesectionsintwovariations,dependingonhowtheinsertisassembled.ThedecisionwasmadetocombinetheStoryTellandConnectcomponents,afterdeterminingthatStoryTellwasalwaysgoingtobeintheformofasinglebook,andthatConnectwasgoingtobeaCDatmost,whilegenerallycomingintheformofagraphicallyembellishedcardwithalinktocompletetheactivityonline. Inadditiontothissolutionxpedxalsosuppliedthemwithaplasticbag,aswellascustomizedstickersandtissuepaper,bothfeaturingtheBabbaCologo. SincetheBabbaBoxwasanewconceptcomingfromarelativelynewcompany,thedesignerswerealsoprovidedagreatopportunitytocreategraphics.Usingtheexistinglogoandbrandcolors,DiTerlizzicreatedthegraphicstoadorntheoutsideofthebox. Kimwasexcitedateverystepoftheprocess,asthexpedxteam-salesanddesigntogether-wereavailableandwillingtohelptheburgeoningcompanynavigatetheprocessofbringingvisiontofruition.Thoughthereweremanyhurtlesalongtheway,thecustomerwaslefthappywiththeversatilesolutionthedesignteamwasabletoprovide.

Pallet System for Coca-Cola FreestyleContributed by Johnna Calvillo

Coca-ColahasrecentlylaunchedanewsodadispensingsystemtheycallFreestyle®andiscurrentlyexecutingthedistributionofthisnewsodafountaintoagrowingvarietyoflocationsacrosstheU.S.andinternationally.Coca-ColaboaststhattheFreestyle®allowsuserstocreatetheirowncustombeveragesbychoosingfromacombinationofover120differentCoca-Colabrandproductswiththeuseofatouchscreeninterface.Oncetheusermakeshis/herselections,Freestyle®dispensesthecustomconcoctionneatlyfromonesinglevalve. Freestyle®hasbeenanoverwhelmingsuccessforCoca-Colasofar.Youngergenerationsareexcitedbythenewwaysofinteractingwiththemachinethatarenotofferedbystandarddispensers,andthenewlookissleekandmodern.However,theyhaveencounteredmanyissuesinthedistribution,transportationandinstallationprocesses. Freestyle®weighsover800lbs,mostofthisweightresidinginthetophalfofthemachine,itrestsonfourlegsandhasalargercircumferenceatthetopofthemachinethanthebottom.Thesearethemajorcontributingfactorsthathavepresentedissuesinthemanufacturing,handlingandshippingprocesses. Thesystemcurrentlyinplacerequiresthemachinetobetransferredbetweentwopalletsduringthemanufacturingprocess.Thesecondarypalletutilizedduringshippingisamoldedplasticdesignwithcavitiesforeachofthefourlegs.

TwoplasticU-shapedsheetsarethensnappedintoplacearoundthebrimofthepallet,heldtogetherbyaplasticlidandsmalllocks.Thissystemisproblematicforseveralreasons.Foremost,themachineonlyrestswithinthepallet,itisnotsecuredinplace.Thishasledtotheunitsbecomingfreefromthepalletduringshippingandfrequentlytippingover.Secondly,theplasticshroudiseasilydisplaced.Also,theassemblyeasilyseparatesbecausethelocksthatholdtheplasticshroudandlidtogetherarenotdesignedtoenduretheforcesthataregeneratedduringdistribution. TheChicagodesignteamcameupwithseveralconceptstoaddresstheseproblems.Thefinaliterationfeaturesatrisectionmoldedpallet(picturedbelow)whichresolvesmultipleissueswithoneelement.Thesectionslockintoplaceusingtwopinsthatruntheentirelengthofthepalletandsecurethemachinetothepallet.Thisincreasesstability,decreasingthepossibilityoftheunitstippingover.Italsoprovidesasolutionforeaseofinstallation.Thetwoouterportionscanberemovedjustpriortoinstallationonsite.Themiddlesectionisdesignedtoallowforapalletjacktosafelyliftthemachine,andonceinplace,lowerthemiddlesectionofthepalletjustfarenoughtoclearthebottomofthemachine. ThetopcapisfittedwithPEfoaminsertsthatensureatightfitaroundthetopofthemachinewhileprotectingitfrombuffingandscratching.Thecap,machineandpalletarefirmlyheldtogetherusingaproprietarystrapsystemwhichinterweavesthroughfeaturesinthepalletandcap. ThissystempresentsasolutiontoeliminatetheincidentsCoca-Colaisexperiencingwiththeircurrentsystem,whileprovidingtheaddedbenefitsofaneasyandsafeinstallationprocesswithacompletelyreusablesystem.WeareexcitedaboutoursolutionandthisopportunitywithCoca-Cola.Theyarecurrentlyinthetestingphaseofthisprogramand,atpresstime,avendordecision.

RMU Course Catalog

ChallengeRefresh existing look of the RMU course catalog to appeal to prospective students

SolutionUse dynamic graphics on the cover to intrigue the viewer. Portray a union of prestige and creativity on the inside spreads.

Deliverables16 page booklet

Pictured Front and back cover

RMU Course Catalog

ChallengeRefresh existing look of the RMU course catalog to appeal to prospective students

SolutionUse dynamic graphics on the cover to intrigue the viewer. Portray a union of prestige and creativity on the inside spreads.

Deliverables16 page booklet

Pictured Sample spread

Ready Heat Graphics

ChallengeCreate graphics to visually express a wide range of retail applications for a product currently distributed directly to medical facilities

SolutionIdentify the most likely uses to guide the creation of an image for the front face of the sealed pouch that will instantly convey the purpose of the product. Give further details about the product through imagery and iconography on the reverse of the pouch.

DeliverablesProduct & scene photography2 graphic layouts

Pictured Front and back of heat-sealed pouch for the Warming Vest

Ready Heat Graphics

ChallengeCreate graphics to visually express a wide range of retail applications for a product currently distributed directly to medical facilities

SolutionIdentify the most likely uses to guide the creation of an image for the front face of the sealed pouch that will instantly convey the purpose of the product. Give further details about the product through imagery and iconography on the reverse of the pouch.

DeliverablesProduct & scene photography2 graphic layouts

Pictured Front and back of heat-sealed pouch for the Warming Blanket

H&M US Mailer Graphics

ChallengeBroaden the value of design services by introducing alternative ideas to an existing brand. The customer requested a structural packaging solution, graphics were developed proactively to adorn the physical samples sent to the customer.

SolutionConcept 1: Use photography from the H&M catalog to convey the message of the brand - high quality fashion at the best price for men and women - with a powerful and elegantly simple image

Concept 2: Use a world map as an appealing visual texture to create a canvas on which to convey the widespread presence of H&M across North America.

DeliverablesStructural solution adapted to mailers in 6 sizes2 graphic conceptsPrinted mock-up

Pictured Largest mailer with graphic concept 1

H&M US Mailer Graphics

ChallengeBroaden the value of design services by introducing alternative ideas to an existing brand. The customer requested a structural packaging solution, graphics were developed proactively to adorn the physical samples sent to the customer.

SolutionConcept 1: Use photography from the H&M catalog to convey the message of the brand - high quality fashion at the best price for men and women - with a powerful and elegantly simple image

Concept 2: Use a world map as an appealing visual texture to create a canvas on which to convey the widespread presence of H&M across North America.

DeliverablesStructural solution adapted to mailers in 6 sizes2 graphic conceptsPrinted mock-up

Pictured Largest mailer with graphic concept 2

Two Brothers Glassware Pack

ChallengeDevelop artwork and packaging that allows for visibility and interaction with glassware

SolutionA one piece, manufacturable folding carton ships flat and is assembled by hand. The basic structure is kept consistent across 3 variations, with hidden elements changing to adapt to different glassware.

Deliverables3 original structural solutionsProduct photography3 artwork layouts3 printed mock-ups

Pictured Pint glass packaging





Pictured Product photography





Pictured Weizenbier glassware mock-up

VFT Global Lettuce Packaging

ChallengeDevelop stackable packaging that allows for visibility of the product without using plastics

SolutionA folding carton container with abstract diecuts on 3 of 4 panels allows for maximum visibility and minimal loss of structural integrity. Introducing a custom closure increases perceived quality and visual intrigue.

Deliverables2 original structural solutions

Pictured Unprinted mock-ups

Peckish Packaging

ChallengeDevelop primary and secondary packaging for dried food snacks to be shipped direct to consumer

SolutionConcept 1: Triangular plastic tubes with resealable closures are the primary packaging. Six primary tubes form a hexagon when nested together that fit into a 3-piece paper tube. The paper tube ships direct and the bottom half is used as a stand for the primary plastic tubes after opening.

Concept 2: Round plastic tubes with resealable closures are the primary packaging. Six primary tubes are placed horizontally in a corrugated shipper.

Deliverables1 physical sample set of each concept

Pictured Concept 1 - unprinted mock-up

Peckish Packaging

ChallengeDevelop primary and secondary packaging for dried food snacks to shipped direct to consumer



Deliverables1 physical sample set of each conceptGraphics for corrugated shipper & primary tubes

Pictured Concept 2 - rendered corrugated shippers

Peckish Packaging

ChallengeDevelop primary and secondary packaging for dried food snacks to shipped direct to consumer



Deliverables1 physical sample set of each conceptGraphics for corrugated shipper & primary tubes

Pictured Labeled tubes

GoPro Hero3 Packaging

ChallengeDevelop primary packaging for GoPro Hero3 line of cameras that provides 360° view of the product and creates a better opening experience at a lower cost than the existing packaging

SolutionAn injection molded case that can also serve the function of primary retail packaging. A temporary paper insert fills the bottom portion of the case for retail graphics and can be removed once purchased to allow for full visibility of accessories. Two closure variations were presented, one that would allow for a watertight case, the other a less expensive alternative.

DeliverablesRendered manufacturable concepts

Pictured Final rendering - watertight closure

GoPro Hero3 Packaging

ChallengeDevelop primary packaging for GoPro Hero3 line of cameras that provides 360° view of the product and creates a better opening experience at a lower cost than the existing packaging

SolutionAn injection molded case that can also serve the function of primary retail packaging. A temporary paper insert fills the bottom portion of the case for retail graphics and can be removed once purchased to allow for full visibility of accessories. Two closure variations were presented, one that would allow for a watertight case, the other a less expensive alternative.

DeliverablesRendered manufacturable concepts

Pictured Final rendering - alternate closure

REI Permanent Retail Display

ChallengeDevelop a display that will be a permanent store fixture to dispense and organize the REI brand stuff sacks. Design should be easily adaptable to other brands carried by the retailer.

SolutionA system of two sizes of fabricated metal dispensers that will fit all volumes of stuff sacks and can be easily attached to existing slat walls. Vinyl labels are applied to the dispensers for identifying information and are easily removed to allow for new/updated labels. Clear PVC is printed on the back surface and cut to a custom shape for the display banner. Wire cages with mounts attach to the slat wall and display filled stuff sacks to demonstrate actual volumes of the various sizes available to shoppers.

DeliverablesRendered manufacturable concept with original graphics

Pictured Final rendering

LIFX Retail Display

ChallengeDevelop a free-standing, temporary retail display to hold primary packaging, shopable from two sides

SolutionA corrugated display consisting of several components that creates a symmetrical, two-sided display with several shelves and a replaceable banner

DeliverablesManufacturable design elements1 unprinted mock-up

Pictured Final mock-up with primary packaging placeholders

design portfolio 2014

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