donna roggi - portfolio
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D O N N A R O G G I
HUMAN INSTINCTThe
s e l e c t e d p o r t f o l i o w o r k s o f
Donna Roggi
{ o n e } o S C A R M A Y E R
s e a r s r e - b r a n d
T y p e f a c e S p e c i m i n e
Y U K O N d e n a l i H Y B R I D
m o h a w k p a p e r p r o m o t i o n
T H E V I V A R I U M
s p r i n g s h o w
t h e i n v a s i o n
n e c c o r e - b r a n d
s e l e c t e d i d e n t i t i e s
{ F I V E }
{ T W O }
{ S I X }
{ T H R E E }
{ S E V E N }
{ N I N E }
{ F O U R }
{ E I G H T }
{ T E N }
{ t a b l e o f }
contents
PROJECT 01
DON NA ROGG I
OSCAR MAYER{ o n e }
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INSTINCT / 02
PROJECT 01
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THE VIVARIUM{ T W O }
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PROJECT 01
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BREATHARIANISM{ F O U R }
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[ 0.1 B ]
[ 0.1 C ]
[ 0.1 A]
STEP ONE ⇢ THE HUMAN INSTINCT
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the invasion{ F O U R }
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PROJECT 01
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mohawk paper promo
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0 1 1 0 1 0 1 1 0 1 0 1 1 1 1 0 1 0 1 0 1 0 0 0 0 1 0 1 0 1 0 1 0 0 1 0 1 1 1 0 0 0 1 0 1 0 0 1 0 1 0 1 0 1 0 0 1 1 1 0 0 1 1 1 0 1 0 1 0 1 0 0 0 1 1 1 1 0 0 1 0 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 0 0 1 1 0 1 1 1 0 1 0 0 0 1 0 1 0 0 0 1 0 1 0 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 0
0 1 1 0 1 0 1 1 0 1 0 1 1 1 1 0 1 0 1 0 1 0 0 0 0 1 0 1 0 1 0 1 0 0 1 0 1 1 1 0 0 0 1 0 1 0 0 1 0 1 0 1 0 1 0 0 1 1 1 0 0 1 1 1 0 1 0 1 0 1 0 0 0 1 1 1
6 4 3 _ 0 0 3 4 0 4 8 8 9 1 0
0 1 1 0 1 0 1 1 0 1 0 1 1 1 1 0 1 0 1 0 1 0 0 0 0 1 0 1 0 1 0 1 0 0 1 0 1 1 1 0 0 0 1 0 1 0 0 1 0 1 0 1 0 1 0 0 1 1 1 0 0 1 1 1 0 1 0 1 0 1 0 0 0 1 1 1 0 1 0 1 0 1 0
D L A O E F W E W P O U Z O D A C
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THE HUMAN INSTINCT
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0 1 1 0 1 0 1 1 0 1 0 1 1 1 1 0 1 0 1 0 1 0 0 0 0 1 0 1 0 1 0 1 0 0 1 0 1 1 1 0 0 0 1 0 1 0 0 1 0 1 0 1 0 1 0 0 1 1 1 0 0 1 1 1 0 1 0 1 0 1 0 0 0 1 1 1 1 0 0 1 0 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 0 0 1 1 0 1 1 1 0 1 0 0 0 1 0 1 0 0 0 1 0 1 0 0 1 0 1 0 1 0 0 1 0 1 0 1 0 1 0
0 1 1 0 1 0 1 1 0 1 0 1 1 1 1 0 1 0 1 0 1 0 0 0 0 1 0 1 0 1 0 1 0 0 1 0 1 1 1 0 0 0 1 0 1 0 0 1 0 1 0 1 0 1 0 0 1 1 1 0 0 1 1 1 0 1 0 1 0 1 0 0 0 1 1 1
2 6 8 5 4 2 1 0 3 8 9 4 5 6 0 2 6 4 3 _ 0 0 3 4 0 4 8 8 9 1 0 2 1 3 0
_50101050
0 1 1 0 1 0 1 1 0 1 0 1 1 1 1 0 1 0 1 0 1 0 0 0 0 1 0 1 0 1 0 1 0 0 1 0 1 1 1 0 0 0 1 0 1 0 0 1 0 1 0 1 0 1 0 0 1 1 1 0 0 1 1 1 0 1 0 1 0 1 0 0 0 1 1 1 0
D L A O E F W E W P O U Z O D A C Z
TO BE WARNED BY ANOTHER’S WOE
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SEARS in-house lines
{ F O U R }
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Creating a feminine, inviting, and motivating atmosphere for females who need more excitement and style in their at-home fitness equipment.
Momentum
A line of camping products from easy to moderate experience levels. Designed to suit the needs of a whole family away for just the night or the holiday weekend.
Fifth Season
A line of auto parts carrying the trust and durability already known from Sears Auto. The packaging is both clean and classic to show history and to let it stand out on the shelves
Warren's Automotive
This line of auto products is a side branch to Warren's Automotive items. In The High Line, the quality is raised, the items are stronger, and the price is slightly higher
The High Line
An extensive line of products for babies, newborn to 2yrs including organic foods, clothing, toys, decor, and more. Products are naturally made and packages are biodegradable.
FootPrints
{ F A M I L Y C A M P I N G }
{ B A B Y S U P P L I E S }
AUTOMOTIVE
AUTOMOTIVE - HIGH
{ I N - H O U S E B R A N D M A T R I X }
[ w o m a n s f i t n e s s ]
MOMENTUM DESIGN caters to specifically to females. The corners are made to emulate the slim, attractive curves of a fit woman. The colors are sophisticated, yet fun. The typeface is used for a modern, friendly, classy feel. Black and white images were used to create
the dynamic effect of the color of the product shown. Bright lines are overlayed many of the images of women to show how effective and fun the product is.
FIFTH SEASON DESIGN is based on the idea that camping season is its own. The design is bold yet sophisticated in style. The logo has personality and sits comfortable when it is bleeding off in the corner or when it is centered. The sihlouette of trees, mountains and hills
reinforce the idea of getting outdoors and being in a camping environment. The logo is also used as a seal that helps with staging the products. The idea of it as a seal reinforces the thought of quality and trust.
FOOTPRINTS DESIGN: Currently Sears' baby section is overwhelming, low quality, and unorganized. The Footprints line will stand out on the shelf by the strong use of browns and creams to reflect the natural side to the line, but also using bright and exciting
colors to allow the product to pop. It is clearly labeled with strong hieracrchy to show age groups, colors, sizes, and other information. Expecting parents will trust the footprints line and be encouraged to move toward more green products.
WARREN'S AUTO DESIGN: This line of Sears focuses directly on having an afford-able prodcut to the customer. There are many different auto brands directly compeating, and it can get very confusing as to which one has higher quality, and cheapest price.
Warren’s provides both quality and price, while still being affordable to those who need it. The products offered are common items that are accesible to all levels of repairs.
THE HIGH LINE DESIGN: In comparison to Warren's Automotive, this line has products that are designed to really get your machine working. The High Line is a cut-throat, kill all in it's path product line designed for experienced at-home mechanics. On the
front of each bottle is a health and hazard warning, alerting the customer of the dangers that could surface from using the particular product. These warnings double as a saftey concern and a unique way to gain attention on the shelves.
{ s e a r s r o e b u c k & c o . }
MotivatedCleanExcitingStylish
HipUniqueFeminineSimple
Bold StrongNature Clean Family
Fun Casual Natural
Calm Natural Trusting Bright Friendly
Unique GentleHealthyEarthy
Clean Trusted Vintage Unique Reliable
Sturdy Durable AffordableClassic
RoughPowerfulSleekModernUnique
StrongReliableDangerousTough
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PROJECT 01
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yukon hybrid launch
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100,000 MILE | 5 YEAR
powertrain warranty
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IDENTITIES { F O U R }
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