Seth Parfitt :: Durham NC :: sparfitt@nc.rr.com

As part of forming a relationship with Acuvue and Johnson & Johnson, we offered their marketing department our in house design services for this promotional brand ad. Working with copywriters, we decided that the concept should convey clarity and on-field vision through our imagery. Using younger players was a must as they were the target. The ad offered a free pair of contacts to those younger players to try the contact lenses. Research indicated that this portion of the audience (14-22) was reluctant to use contact lenses in general, for a myriad of reasons. My role in this project was concept, design/layout, and communications with Johnson & Johnson’s marketing department.
Contact:
Royce Carvalho
Vistakon, Johnson & Johnson Vision Care
rcarval7@visus.jnj.com

Created a high-impact visual, coupled with editorial that compels the reader to start the story in the Eurosport catalog and finish reading it on soccer.com. Strategy: Once at soccer.com the consumer would click through the site and make a purchase online. My role in this project was to select a photo of soccer phenom Rooney from the Nike/Manchester United database and perform the design tasks. Chris Holaday wrote the article. Using this method, catalog as springboard to the web, generated increased traffic to our website.

One of my favorite ads. This is a classic example of being turned loose without help of an ad brief or parameters.I like to refer to this ad as, “the one that started it all.” Once this ad was in-home and vendors who employed a variation of finger spine technology saw it, they began to create their ads with the same visual treatment applied to their goalkeeping gloves. As SEI is the largest retailer in the world for soccer equipment, I witnessed every Nike, Brine, adidas, Uhlsport goalkeeping ad that had been produced thereafter. I had started a trend that lasted for years to come as the technology progressed.

Administrative logo project for Tamaqua Area School District. The old TASD logo looked as if it hadn’t been updated since 1968, which turned out to be the case. It had all the trappings of vintage art work. The rough and out of register edges. The same logo retooled a hundred times, but never redesigned.

I could not change the elements, of course, so I just went in and created all new and clean vector art. This seal became much more ornamental by adding the navy/silver burst behind the shield. I also replaced the old eagle with a newer, regal raptor. My recomendation was to keep the screens as such, but apply metallic ink or a foil stamp in lieu of navy pms color. This will be done as budgets allow.

Logo applied to letterhead, business cards, envelopes, TASD Admin Building Signage, as well as, diplomas.

adidas custom publishing piece. What we pitched to adidas was to spend their ad money on a sticker insert in the middle of our catalog. The insert would go into select catalog mailings for new prospects. This project is indicative of my thorough knowledge of InDesign and Photoshop, as well as, how well they work together in production. We employed a “kiss cut” that followed the dye lines which create the ability to peal away the stickers. All of the inside portion was created in a single .psd file and the layers were toggled on and off in InDesign (Object>Object Layer Options). All printer files were then exported from InDesign as press ready pdf files. The teams that are featured are adidas’s top four European clubs. They are also four of the best teams in the world.
Molly Maixner :: molly.maixner@adidas.com

Dark Mountain is a computer consulting firm in Pennsylvania which was in need of an identity. The last name of the owner is “Dunkelberger” which translates in German to “Dark Mountain Men”, refering to people hailing from the Black Forest located in the south west region of Germany.

I modified an existing typeface to have a hard tech edge while using a screen of black to subtly show the mountain. The red underscore balances the logo, albeit small, it is just as srong as the moutain imagery.

I was approached by Hillsborough businessman Lance Sawyers to produce logos and small brochures touting his two different products - which needed to be marketed to two completely different audiences. A third brochure was created to push his custom framing business which had an existing logo as it is the name of the parent business - 4 Corners Concepts. Project A: sk8box - display cases for skateboard decks. Project B: Geek Box - Display cases for collectibles and graded comic books. Lance did $70,000 dollars of business September through October 2008.

Through these projects my role was as follows: All photography, copywriting, concept/design, pre-press and production. Additional projects included web banners, trade show booth flyers and large format banners and displays which put the Geek Box over the top and generated demand. My intention was to get consumers to realize that they have needed this product for years by reminding them about their investment in collectibles and the Geek Box is the best way to protect and enjoy that investment.

Contact: Lance Sawyers, 4 Corners Concepts, HIllsborough, NC :: lance@4cornersconcepts.com

Hawk Mountain is renovating their visitor’s center in an effort to better inform and educate the public in raptor conservation,
as well as, habitat and identification.

These are just a sample of the 25 or so raptor composite images that will be used in a new interactive exhibit located in the new center.

In addition, in their effort to secure three million in donations to build the center, I designed their logo which will be used on outdoor vertical banners, indoor hangers, Letter head, souveniers, and t-shirts.

contact:
Mary Linkevich
Communication & Grants Manager
Hawk Mountain Sanctuary
1700 Hawk Mountain Road
Kempton, PA 19529
linkevich@hawkmountain.org
610-756-6961

The Counselor Brochure was created for George Watts Montessori Magnet in Durham, NC. The primary goal of this brochure was to deliver the function of the Guidance Counselor's duties and what to expect throughout the school year. The secondary purpose is to briefly describe the Montessori method of education for unaware parents and new students.

The challenge with this project was finding a bare bones bargain price to print them. I began with a piece of 11x17 cover stock an designed the brochure so it could be printed at kinkos. Accounting for Xerox duplex jog/shift, I put all fold and trim lines in the document. After the Kinkos print run, volunteers folded and placed clear waffer seals on the covers to keep them together.

They met all the criteria that the school needed and made them look as stellar as their educational reputation.

One day until press, no rugby visual identity, no brief, no rules...give it to Seth.

This brand ad is a great example of having your back against the wall with a deadline and finding out that adidas corporate not only has not sent their ad, but they have not created one because they didn’t have a look for the rugby market. When I jumped in, I knew that I was going to go with New Zealand, A.) because they’re the best in the sport B.) because they wear adidas from head to toe C.) the “HAKA”!

I converted the photograph to grayscale for maximum impact as the All Blacks’ colors are black and white. The Haka is a traditional Maori dance. At it’s core it is primitive, with primal screams and shouts. I then pulled the “Evolve” into the equation to represent the advance of the sport itself, adidas product and the All Blacks success as well.
Contact: Molly Maixner :: molly.maixner@adidas.com

Brand I.D. for Total Promotions located in Missouri. I wanted to create a corporate technical feel for TP. The reasoning for this is that it competes with alot of other wholesaler’s logos which it would represent. The owner did want to see a T and a P so this was the only direction. I offset the linear TP with a dot pattern which has its swells and troughs, complementing the printing end of the business. Images to the right are e-mail blasts. In addition to those I also designed Powerpoint Presentations for different price point thresholds.

This coaches show booth was created in about two weeks as a project that came in “under the radar”. When approached to do the project - the powers-that-be had no idea as to what kind of presence they wanted to have at the convention.

The concept I pitched was to make the entire area appear as a stadium within a city, such as Old Trafford in Manchester, England. It would be complete with vintage posters, stadium store (wanted to make it a pub) enterances and correct perspectives to give it a sense of super realism.

I shot the photography, all of which came from existing store fronts and walls in Hillsborough, where SEI is located. I also successfully lobbied to get an authentic pub sign (crown image) and English phone booth. We bought the phone booth from someone's back yard in SC and cleaned it up for photography. Afterwards, we hauled it to Baltimore where it was filled with vintage soccer items and became the centerpiece of the inside area. Additionally I called for the booth poles to be covered by aluminum down spouts, adding to the detail and enhancing believeability.

The design was a huge success and raised the bar. Reports came back that show goers were literally walking into the panel with the phone booth. Moreover, it tripled traffic and sales to the tune of $4 million by the end of the weekend.
Measurements: 7 panels, 10'H x 10'W covering 900sq. ft.

Fashion graphics. Champions Again - Officially licensed NCAA® National Championship tee shirts. All of these designs are my answer to the apparel trend going retro or vintage. Additionally, I have created all of CA's marketing materials such as catalogs, ads for alumni magazines, and trade show items, as well as the logo. The shirts are meticulously chosen by myself and the CEO as to what best suits the period and compliments the design, i.e. there is a huge different between an American Standard and Gildon tee shirts. To ringer shirt or not to ringer shirt?

Our model is to get the consumer who wears Abercromie or just your old Grateful Dead tee shirt from a thrift store. To celebrate their favorite teams accomplishments and sports tradition through - period driven - tee shirts that reflect the vintage culture by delivering a new product that is already old and feels broken in.

I have been pursuing the design of these shirts for over five years. At times it is like reinventing the wheel on every new design. That is the challenge that I welcome...to do the research on not only the teams, but the past 60+ years of pop culture and branding. Please see ChampionsAgain.com for the full line that I have designed. This is just a snapshot of some of the graphics...if you see your Alma Mater there...pick one up for yourself and a friend. Thank You!