Hank Trefethen
As a vital part my process is drawing on my own personal experience, my book is a story about my life.
Road Trippin' with AAA
cross-platform interactive experience
In 1902 AAA was founded to promote the creation of roads and highways suitable for automobiles. To this day they remain as one of the most prevalent service networks for drivers.
CHALLENGE
Build a system that allows AAA to increase brand recognition via social networks while gathering performance data on their affiliate network.
SOLUTION
Being able to mark where you've been and in turn show it to the world is at the heart of any traveler. The Road Trippin' with AAA experience allows people to do just that, as well as find, and rate AAA affiliates along the way. Information that is key to maintaing AAA's position as a quality road service outlet and this campaign gives AAA the unique ability to have their ear to the ground.
I was born in Washington, grew up in California, and have spent the past 9 years in Utah, Ohio, and Georgia. One of the greatest learning experiences I've had came from encountering the various subcultures in different areas of the nation. Discovering new places while living and traveling between these states inspired the Road Trippin' with AAA campaign.
As a little kid in Seattle I was into Big Wheels, He-Man, GI Joes—normal kid stuff.
Long before that...
Mrs. T's Bigbuns
identity, packaging, website
CHALLENGE
Refresh the Mrs. T's Bigbuns branding in way that reflects the personality of the company's founder, Kathy Trefethen.
SOLUTION
The name is in reference the size of the rolls and the mark is a literal take on the name. It reflects how her jovial nature is balanced with her refined palette.
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...on Christmas morning of 1963, a young Kathy Meyers was about to discover her muse. It started with an Easy Bake oven and ten hungry siblings. She soon married and Mrs. T's Bigbuns opened its doors. I grew up with my mom constantly baking food that everyone loved; it's no wonder that as an adult I find much satisfaction in it as well. For the record, I can make a mean VPN regulation pizza.
Monster Chomp
naming, identity, packaging
CHALLENGE
Create a product with packaging that can be repurposed to provide a second use.
SOLUTION
Monster Chomp gives kids the nourishment they need to ward off monsters and once the cereal is gone, the hunt is on. The box turns into a trap which enables kids to work side by side with their parents, snaring and disposing of unwanted monsters once and for all.
Fast forward to the early 1980's when I was still wetting my bed because a monster was taking over my room—so what? We lived in Washington, where there's no shortage on evergreens. During the day I loved them but at night it was a different story; there is nothing more nightmare-provoking than evergreen treetops against a moonlit sky. I'm not scared anymore...I swear...well, maybe...
In 1986, my dad had it with the rain in Seattle so he moved the family south to arid Los Angeles. I grew up here and got into hip hop, dabbled in entrepreneurship, and was indoctrinated with California state history—most interesting to me was the long tradition of immigration.
Heist Ale
identity
During the Gold Rush of the 1840's and 50's, Gottlieb Brekle came from Germany and started Anchor Brewing which is still running strong today on San Francisco's Potrero Hill.
CHALLENGE
Create a logo for a line extension that pays homage to Anchor Brewing's formative years.
SOLUTION
Gold Rush conditions were harsh, no questions there. Rough lines and a charcoal sketch serve to remind us of that rugged era.
California is littered with relics of the 19th century westward migration; visiting these ghost towns and historical sites was an exciting part of growing up. I've always been really inspired by the ingenuity of those settlers who found success in such harsh conditions.
The Hershey Company
mobile company and brand sites
AD: Hank Trefethen
LWD: Greg Coladarci
IWD: Alex Lanchais
IWD: Alex Mairov
CHALLENGE
Reaching out to consumers in a digitally relevant way is of the utmost importance to The Hershey Company and they needed relevant mobile experiences.
SOLUTION
Through seamless integration between the creative and development departments, we created a collection of mobile experiences which carry and communicate the Hershey brand in an extremely lightweight, yet rich mobile brand experience.
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In third grade my mom gave me a few bucks to to buy myself a book at my school's book fair. I looked at a lot of cool books— the Little Critter series was my favorite—in the end I couldn't resist the Hershey's Chocolate Cookbook. My mom was taken aback by the unusual purchase, though I like to think it inspired her gourmet Symphony Chunk cookies, want some?
CHALLENGE
Increase the Facebook presence for the DARE ME fragrance in a way that not only embodied the brand, but provided a fun and buzzworthy way to interact with your friends.
SOLUTION
We built a Facebook application that challenged friends to take a dare and pass on to more friends. It challenged them to be SEXY, BOLD, GLAM and EDGY. Acting on these brand affirmations Kimora Lee Simmons fans were given the nudge to be just like Kimora and reach for the stars.
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When I entered my sixth grade year I began to have ideas of my own. Turned out other people like my ideas too and with that, "THE" clothing was born. I sold the clothes to friends and at the ripe age of twelve pitched them to the local Val Surf. My mom and I made clothes for another few years and then it was on to another venture…
MUNNY X SONDWORKS
product design
The Munny is a DIY toy by kidrobot with a cult following. Cambridge SoundWorks makes home and office audio equipment.
CHALLENGE
Create a way for Cambridge SoundWorks to move old stock and appeal to the upcoming generation.
SOLUTION
Through the pairing of Kid Robot and Cambridge SoundWorks old stock is given new life in a way that appeals to youth market.
At fifteen there was nothing cooler than the upperclassmen driving to school with their bass filling the air. I recruited the help of a friend's audiophile father and began learning the finer points of speaker cabinet design and construction. I took to it pretty well and began selling subwoofers to the upperclassmen. It was great, but it's funny how things happen some times because once I had my own truck, I ended up purchasing a pre-made unit by JL Audio. So it goes…
Art Primo Virtual School of Art
educational storefront
Art Primo is the North American distributor/retailer of European manufactured spray paint nozzles—standard issue among top graffiti writers.
CHALLENGE
Find a way to expand the market without alienating the current customer base.
SOLUTION
Graffiti has steep learning curve and unless you know a writer you are short on resources. APVSA is a way for Art Primo to maintain current customers and attract new business through an intuitive learning environment where graffiti legends teach young guns tricks of the trade.
I fell in love with typography early on. We didn't call it typography, we didn't call ourselves typographers, but fiends for the letter form we definitely were. However, my love didn't actually start with graffiti. As early as 2nd grade I was drawing the Metallica logo on my book covers, then my football number, and in 3rd grade my older brother hooked me up with a denim jacket covered in graffiti lettering (think NYC circa 1983) and I never looked back.
Stones Throw
OSX 10.4 Dashboard widget // Downloads: Case Study, Widget
Stones Throw Records is an independent hip hop label based in Los Angeles. It's been home to many of top underground acts since 1996.
CHALLENGE
Homework Assignment:
Create an OSX Dashboard Widget
SOLUTION
For homework I made a widget that played the Stones Throw Records podcast. I sent it out, they liked it, they bought it, and after it was released they doubled their bandwidth to accommodate the increased listenership.
Up until about 6th grade I was listening to '80s hair bands, but thanks to my paper route and a Columbia House Music Subscription, I transitioned to hip hop. In high school I experimented with the medium, I began deejaying parties, and spun at a club on Hollywood and Vine. I've always been really inspired by the way the deejays, emcees, and producers at Stones Throw Records pushed the medium.
CHALLENGE
Hershey's needed a way to show their dedication to family fun, tailgating, and college football.
SOLUTION
We created a microsite that gave football fans the chance to win free tickets and travel to their favorite teams compete in a bowl game of their choice. In the end over 450K fans entered to win the college football trip of their dreams.
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Football kinda ran in my blood, being of sturdy Bavarian/Swiss build I was a natural born lineman. I played 8 seasons and in 1995 was given the honor of Offensive Lineman of the Year. At times it doesn't get much better than catching an afternoon game from the comfort of my couch…but who has the time for that?
Deepshine
website
Deepshine Detail is a mobile detailing service that places integrity and customer satisfaction among their highest values.
CHALLENGE
Create an online presence for Deepshine Detail service that speaks to an honest approach and dedication to doing good work.
SOLUTION
By providing relevant and easy to digest communication that can be used to make informed decisions Deepshine Detail positions itself as a service you can trust.
As a junior in high school I worked two part-time jobs in the evenings until I saved up enough money for equipment to start an auto detailing business. It was a great experience, I won contracts, hired my friends, kept the books, and customers couldn't stay away. I'm an entrepreneur at heart, so the intersection of smart business and smart design is my natural habitat.
w/oh2o
Naming, Identity
w/oh20 is a global consulting firm that educates industry on more efficient and responsible world water usage.
CHALLENGE
Name and create a mark that communicates the interconnectedness of the world through water.
SOLUTION
The letter W in the form of an orange peel map plump and ready to burst communicates the idea that what we do with our water can effect people around the globe.
As an operator of a water-based business in an arid climate I was acutely aware of responsible water usage. The county was cracking down pretty hard on commercial use and I was really motivated to find ways to do the same things with less water. I was able to sufficiently wash a full size SUV using less than three gallons of water, a definite victory considering that a typical garden hose puts out about 10 gallons per minute.
My next move brought me to Utah where—among other more long term positions—I worked briefly in the medical department of a reputable reform school with an enviable track record within their industry. They have many success stories, among which are the respectable Nikki and Paris Hilton.
hulp
naming, identity
Hulp is the Dutch word for "aid" and is a lot like Mint.com for health. Their platform enables people to upload data from health-oriented personal electronics like NikeRun and heart rate monitors to receive personalized tips, tutorials and notifications.
CHALLENGE
Name an create a mark for the european health focused start-up that communicates their core values: comfort, happiness, and new beginnings.
SOLUTION
The cross is internationally recognized as a sign for first aid; blue is for comfort, trust, and security; while yellow signifies a positive outlook; and where the two meet represents a fresh start or new beginning.
The better part of my first two years in Utah were spent in the saddle of my bike. I love riding my bike. I also really like food and approach it with same sense of adventure. It makes for a great time but I also find my self having to closely watch my calorie intake to maintain some balance. As an avid user of Mint.com I began to wonder why there weren't more useful dieting resources that helped people responsibly manage their physical health.
A short term contract took me to Cleveland, Ohio for the summer of 2004, and once I met Marissa (who is now my wife), I decided to stick around. We lived in Lakewood, a really cool 19th century city on Cleveland's near west side. It's the perfect setting for Marissa's favorite holiday, Halloween.
Milk and Pancakes, with Sugar, Apples and Nuts.
book of short stories
CHALLENGE
Create a book of short stories to promote the reading of classic literature among high school students.
SOLUTION
Books are extremely static vehicles when compared to the dynamic world that teenagers are accustom to. My approach here was to make a text that changed to reflect the pace and the suspense found within the pages.
Lakewood is filled with Victorian architecture that inspired the type treatments in this book of spooky short stories called Milk and Pancakes, with Sugar, Apples and Nuts. These spreads are from Sleepy Hollow when Icabod, crest fallen, has left the party. The letters constrict the white space as he swiftly loses his mind when he finds the headless horseman looming over him.
CHALLENGE
MailChimp is an email marketing service that focuses on making simple and easy to use tools that people love. However only about 80k users knew how much easier life was with MailChimp.
SOLUTION
In collaboration with the marketing department we created the Power to the People campaign with it's Forever Free Pricing Plan that set a swift pace for growth. Which by the end of it's fall '09 run, nearly tripled the number from the 80k at it's conception. Just a year after the initial campaign ended usership was over 450k.
Shortly before freelance design jobs. My first job was a series of email campaigns for a Los Angeles based appraisal company, so it seems fitting that my first job out of school was promoting an email marketing company.
In high school, I knew I wanted to be a commercial artist, but in the context of CalArts, Otis and Art Center I could neither afford, nor justify the high expense of an art school. So I chose a different path that ultimately left me feeling pretty unfulfilled at the end of the day. After years of doubting, I jumped in headfirst at Portfolio Center.
Benjamin Moore
identity, packaging, capabilities document, web/kiosk app
Featured in CMYK Magazine #41
Dedicated to quality and community are only a couple reasons Benjamin Moore has a century century long track record as a top quality paint manufacturer. Their relentless attention to innovation has widened the gap between them and competitors.
CHALLENGE
Create a regional brand refresh for Benjamin Moore that will increase value and recognition in the Fr/Eng speaking Province of Quebec.
SOLUTION
I drew on and restated their core values visually with sharp corners and hard lines and experientially via simple and straight forward interaction.
My first summer in Georgia was spent as a house painter. I learned a lot about the value of quality craftsmanship while climbing 30 foot ladders every day. Some of the homes we worked on were over 100 years old. Day in and day out it was easy to see how well a house had been treated over the years. Whether it's an international brand or the family home, quality crafting seems to be the common denominator in surviving the elements.
Truama/Cope/Growth
promotional posters
Truama/Cope/Growth is poster series for the National Alliance on Mental Illness. A nonprofit, support and advocacy organization of consumers, families, and friends of people with severe mental illnesses.
CHALLENGE
Create way finding for the stages of recovery.
SOLUTION
I made very simple patterns that mark the different stages of recovery, that people can use to understand where they are and where they are going when experiencing difficult trials of life.
Drugs, cancer, surgical complication and old age. The years from 2007 to 2009 were marked by death and during that time I began feeling like I was growing too old, too fast, like life was slipping through my fingers. I felt frail and began to grasp just how mortal I was. I went through this emotional cycle: feeling down, being cool with it and finally growing from the experience. As I came out of this experience I was reminded that this cycle is how we grow and progress...
Ben and Jerry's: Plot Magazine
Branded Content
Premium ice cream is only a vehicle for the socially minded Ben Cohen and Jerry Greenfield. At the heart of their endeavor was the desire to be good members of the community at large.
CHALLENGE
Produce branded content that embodies the core values of a multi-national corporation.
SOLUTION
To say that Ben and Jerry's is highly involved in the communities they're in is only telling half the story. Plot magazine is branded content provided by Ben and Jerry's which reflects their core values by highlighting movements and the people in them who take matters into their own hands to make our communities better places to live.
...that there's a season for everything and that life is beautiful.