A colorful campaign for Tribeca Film Festival that channeled the film industry's tradition of assembling dynamic plotlines for audiences.
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MARKETING
CREATIVE &
DESIGN DIRECTION
→TRIBECA
FILM FESTIVAL
JUST SOME OF THE AWARDS
THIS PROJECT WON
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Type Directors Club
Certificate of Excellence
HOW Magazine
Int'l Design Awards
+ Best in Show
Comm Arts
Typography Award of Excellence
Society of Typographic Arts
Archive 100 Award
+ Judge's Choice
THE CHALLENGE
Inspire attendance to Tribeca Film Festival by developing a marketing campaign that is exciting and memorable, directly references the film industry, and succeeds in announcing multiple new festival programming media categories.
THE SOLUTION
"Tribeca Forward" leverages the film industry's protocol of draft-denoting colored scripts to represent a dynamic festival experience, compose copywriting to read like screenplay director notes to promote 'taking action', and embrace the physical act of tearing paper to create drama, and an always-changing visual behavior.
Reimagining a task-completing service into a brand with a mission to enrich the lives of the goal-oriented, by advancing mobile technology to simplify daily life.
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DESIGN DIRECTION
FOR CORPORATE ID REBRAND
→ALFRED
GRAPHIC DEVICE—
WHOLE INDIVIDUALS MAKE A WHOLE COMMUNITY
Alfred started as an errand-running service with the simple promise of giving customers their time back, so they might spend it on higher-value personal priorities.
This concept was embraced as a foundation principle in the corporate rebrand. The identity of Alfred was honed to embrace individual growth as a result of savvy technological aide, and the positive effects this has at a larger scale as entire communities transform into one most-dynamic society.
Expanding the guidelines of a digital brand built from pixels and hex codes, to define a physical convergence of performance velvet, cork flooring, and lattice ceilings.
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SPATIAL DESIGN
GUIDELINE DEVELOPMENT
FOR EVENTS
→DROPBOX
THE CHALLENGE—
HOW TO EXPERIENCE A DIGITAL BRAND IN PERSON
With a range of industry events on the horizon, Dropbox came to Bone to develop event design guidelines to ensure continuity of their brand presentation across an assortment of activation sizes.
Structure, material, furniture, lighting, and textiles intersect to showcase the cross-medium potential of a prominent digital brand to be experienced in an immersive, physical setting.
Dressed for the occasion to inspire a generation of sociable hosts, and transform a notable digital product into a memorable lifestyle brand.
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CREATIVE DIRECTION
OF BRAND DESIGN
& MARKETING CREATIVE
→PAPERLESS POST
Until 2015, Paperless Post was known for beautiful greeting cards, but not for visual brand storytelling.
By establishing the first generation Brand Dept and recruiting talented designers, copywriters, stylists, and photo editors, my team produced dynamic marketing creative that would stimulate a peak in audience engagement and conversion.
The objective of the creative team was always simple: remind our audience of the joy of hosting loved ones in person—and have contageous fun doing it.
BEFORE—MARKETING CREATIVE PRIOR TO LUKE'S DIRECTION
AFTER—MARKETING CREATIVE DIRECTED BY LUKE
Offset Festival 2019 keynote speaker presentation layout prepared for photographer Rich Gilligan, delivered in Dublin.
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Extending the editorial reach of Surface Magazine by designing their team a digital newsletter template to deploy daily design inspiration to the masses.
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A design system that transcends time and joins fans in celebrating past victories and legendary performances as they take their seats to witness today's history-making act.
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CONCOURSE MURAL
ART DIRECTION
& DESIGN SYSTEM
→UBS ARENA
GRAPHIC DEVICE—
LOOKING THROUGH THE ZOETROPE
Belmont Park, the historical location of New York's newest arena, has been the backdrop of many iconic moments in sports and pop culture.
Using the zoetrope as a symbolic muse for our applied design system, the photo murals that line the storied hallways of UBS Arena offer audiences a viewport to legendary scenes from the past, brought back to life to usher in today's boldest performances.
Before starting Bone Design, I was a senior designer at MoMA. Here are a few samples from my years at the Museum.
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I've had the privilege to design many different things for many different people. Here are just a few more of my personal favorite projects.
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EXHIBITION IDENTITY
& CATALOG DESIGN
→HEATHER DAY
VISUAL IDENTITY
→STUDIO TABLE
TITLE DESIGN & CREDITS
FOR SHORT FILMS
→VARIOUS CLIENTS
ANIMATED
TYPOGRAPHY SAMPLES
→VARIOUS CLIENTS
SHORT FILM TITLES
& MARKETING
→TURNSTILE
IDENTITIES
AND ICONOGRAPHY
→THE BECK
HENDLEY & CO
BRICKR
KENNETH COLE
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There's more where that came from.
Contact luke@bone.nyc
