callunad e s i g n

f e a t u r i n g t h e w o r k o f

Heather Dumford

mission

Designer’s Mission Statement

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Much madness is designer’s sense.

Calluna Design embodies the method of integrating the surrounding

environment into tangible visualizations. I believe the depiction of

the creative development phases is as valuable as the end product

itself. The design process begins beyond the computer, on floors

and desktops scattered with the tools for production. This hands-

on approach ensures authenticity and originality, and is vital to the

progress of design. I strive to reveal the extraordinary in ordinary

objects through the selective highlighting of elements.

Chapt

er 4

: M

iner

al M

ount

ain

(bra

nding : luxury cabin re

ntal)

C

hapter 3 : bees _knees (branding : organic honey)

Chapter 5 : The Mi llenium Collection (branding : 1960s musicians)

Chapter 7 : Anthropolo gie Experience (visual display)

Chapter 2 : Elevated (bitmap typeface design)

Chapte r 6 : C

ellar Door Estates (branding : Spanish vineyard)

Chapter 8 : Moleskine Legacy Series (typographic study)

Chapter 1 : Buckets Magazines (editorial : sustainable design series)

Chapter 8 : Terrain (bra nding : catalog premiere)

01

Buckets is a publication that displays the integration of sustainability and design. “Buckets” was chosen

for the title to emphasize the ‘bucket-loads” of resources society can save by the influence of designing

“green.” The magazines are targeted towards designers, therefore innovative typographic structures and

fresh design techniques were used throughout the magazine. Each magazine provides “green” articles

based on architecture, industrial design, interior design, and graphic design. Many illustrations were created

to represent graphs, charts, and imagery throughout the spreads. The series of magazines totalling over

140 pages gives Creatives a new perspective on how to design consciously and keep up with the newest

sustainable technology.

Buckets

02

The challenge of this project was to create a font that has strong characteristics but portrays a sense

of elegance by using repetitive squares as pixels. Elevated is a bit map font that was created by using

thick lines and small detailed pixels. In addition, a promotional poster was designed to visually empha-

size the detail of each letter. The poster reflects inspirational imagery through the crystallized detail and

precise grids, displaying how structured the letters are. This live font can be found at fontstruct.com.

Elevated

03

Bees_knees is an organic product that attracts the target audience by promoting the dual benefits

honey offers both consumers and bees. A scientific approach was used in branding this product from

the honeycomb pixilated letters to the shared process steps, specific types of honey, and inspirational

verbs. The campaign includes brand identity, packaging, a promotional calendar, “cross pollination”

coasters, and an in-store display. Earth tones and small embellishments were used to soften the sci-

entific feel and the large aray of technical information presented. This project was created in collabora-

tion with Molly Hammond.

bees_knees

04

Mineral Mountain is a luxury cabin rental agency covering properties throughout the Blue Ridge

Mountains. The challenge at hand was to brand an elite Mountain rental company while maintaining a

meticulous and user-friendly display of information. Therefore, the Mineral Mountain identity has a clean

appearance with intricate regal embellishments. The precision of the logo and branding materials sepa-

rates the agency from others by conveying a sense of sophistication. The simplicity of the web design

allows easy navigation for potential customers. The personal touch afforded by a follow-up thank you

note establishes brand loyalty.

Mineral Mountain

05

The challenge was to brand a collection of the greatest jazz artists from the 1960’s. The identity and

branding of the series is portrayed through the vector illustrated CD design. Each artist brings a dif-

ferent culture which is exhibited in the design elements used. Brazilian native Astrud Gilberto’s case is

inspired by the walkways of her homeland. The CD for American musician Chet Baker is influenced by

the geometrical industrial movement of his time. The collection of Mireille Mathieu’s design is inspired by

France’s fashion patterns in the 60s and 70s. Together the graphic elements brand the series of discs

and rejuvenate the artists’ images.

The Millennium Collection

06Cellar Door Estates is a winery in the Rioja region of northern Spain. This region’s hearty textures and

Celtic symbols inspired the label designs. By using raw textures of aged paper and twine married with

the elegant Spanish embellishments, the bottles capture a rustic elegance. A promotional booklet was

also created to display information on the vineyards wines and location.

Cellar Door Estates

07The Anthropologie company sells high quality woman’s clothing and home accessories. The store

does not believe in advertising but relies on their intricate in-store displays and monthly catalogs to cre-

ate brand loyalty. Instead the company invest in a visual display manager who makes the Anthropologie

vision come alive and influences the experience of in-store shoppers. The Visual coordinator is to take

the brand’s identity and carry it throughout the store by using everyday objects and making things ex-

traordinary. Calluna design was given the opportunity to creatively assist with this branding experience

over a course of 3 months. Many sculptures and displays were made to create the seasonal theme

“13 Inches of Snow” and make the customer’s holiday shopping experience unforgettable. Everyday

objects such as rulers, plastic bottles, trash bags, tissue paper and straws were used in mass form

to create large snow scenes full of unexpected detail. The holiday display flows from the entrance of

the store to the large window displays all the way back to the dressing rooms. The experience was

influential in my design process as an artist.

Anthropologie Visual Display

08

Terrain is an online based store owned by the company Urban. The store sells garden and home

accessories. An interactive catalog was created to launch the premier of the new company. Terrain is

promoted through the distribution of catalogs at existing Urban owned stores such as Anthropologie

and Urban Outfitters. Each catalog is uniquely designed to display the variety of products Terrain has to

offer. Each cover opens into a flourished environment for those interested in the company. Interactive

media such as Twitter and an iphone App are also used to digitally create this ambience.

Terrain

09

The pre-existing Moleskine company sells a variety of quality notebooks that offer durability and ap-

peal to Creatives of all fields. Moleskine claims artists such as Vincent van Gogh, Ernest Hemingway,

and Pablo Picasso as customers. The styles of each of these artists is expressed through distinct

typographical structures. Layered type represents van Gogh’s trademark repetitive brush strokes.

Hemingway’s cover features a heart representing the passions that influenced his writing. Picasso is

represented by layered geometrical blocks of type relating to his cubist movement. Customers will

seek to purchase each Moleskine design to compliment their collection.

Moleskine Legacy Series

Designer’s Mission Statement

Ut eumsandrem verit aliquis nonullaoreet alisim elesequat, quissim vullut alit

volumsandrer sequi tat aut iliquis eniamet nim am dolor senis alisisl do duis adip

enisisc incillaorem venim irilisi bla faci bla alit nim ver in ut delisi tin ute tem ex

erostin ut nim elestio dip exer adiam do commy nis adignit irilla adionsecte magna

consequ isisse min ver at in vulputpat.

Nim volore magna facin ut wisl dolobore corperostrud ex eu feuisis ese facipisim

eu feugait nostis dit wismod er ametumm olenisim volorem iureet accum ilit nulput

lam, sis augueros nonullam iusto odit lummy nulla alissi bla feum dolore dolobore

tatem irit aut ipismodipit ullamcommy nonullaore cortiscip ex ea augait amcor

sequat lorpero con henim quisi esequat praesed ming enis dunt la alisim veliquis

nulput augait alit lorerat ullut ute consendre tat, si.

Ing et velenit, vel ut verat iustionsed te consed estinim nim do esto eugue tat.

Duisl diam, sis nummolore doloboreet dolor suscillaor secte tatis nos nullut ate ea

ad dunt adipsumsan utpat, velit am dit, conulputat. Rosto ercilit nos aliqui blaor-

perosto conulputat. Duissi.

Umsandrer irillutpat ip eugiam, conumsan veraesequat ing exeros nim veros

nismolor sum in hendiam dolum amcortis ero odolesed minim inibh ex endre

faccum quismod olobore conse faci tatis nim zzril utat. Faci blan vel et vercipis

eugiamet aut aliquis cincili quamcore magna core tem venim voluptat, commy

nullutpatet ipismod olesequat, commy nostis num dunt laor adipsustrud tio