Created at John McNeil Studio

John McNeil Studio Identity

John McNeil Studio is a creative studio in Berkeley, California comprised of art directors, designers, developers, illustrators, photographers, motion + image makers, strategists, and writers. A series of sprays expresses the culture of collaboration and cross-disciplinary pollination among studio members and with their clients.

Each spray features two dominant colors which combine to reveal myriad shades—a visual representation of 2+2 = 5, or the sum is greater than it’s parts.
Benton Sans by Tobias Frere-Jones (and Cyrus Highsmith) was chosen for it’s robust family of weights providing the studio flexibility of voice. It was also chosen for relative “neutral” qualities, as well as it’s American casual authority.

Executive Creative Director: Kim Le Liboux
Founder, Chief Creative Officer: John McNeil
Producer/Project Manager: Kirsten Harkonen

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For Dolby Labs

Dolby Brand Workshop

A one-day exploration into the possibilities and limitations of the current Dolby Laboratories brand identity, as well
as the history of the brand. As a workshop facilitator, I lead the team of designers through some rapid form-making exercises, worked with the entire group to determine which of the explorations would go forward, and contributed to the group critique of the marks at the end of the day.

My Role
Workshop facilitator in collaboration with Stefán Kjartansson and Sunjim Kim.


Kevin Byrd and James Ken Butler of Dolby Labs, all photos of Dolby workshop by James Ken Butler.

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Alt. Ride

Identity, website and materials for a public event to make policy relatable and engaging. Bay Area Open Space Council and Transit & Trails needed to promote public transportation, public parks, and biking in the Bay Area with a one-day event to captivate stakeholders and be memorable for citizen voters.

The strategy team at John McNeil Studio proposed a bike ride that took participants to 3 peaks in one day: Mt. Tam, Mt. Diablo, and Mt. Hamilton. Spectators and riders utilized public transportation—BART, Caltrain and ferry—to get from place to place. Spectators participated in “open air parties” to cheer on the riders.

Identity and materials were created to support the day including logo, program, poster, stickers, styleguide, and website with real-time feeds from social media.

Naming + logo
Alt. is a reference both to “alternative” modes of transportation as well as “altitude”. An energetic diagonal creates the three peaks in the logotype, and the color palette was inspired by the colors of found in the natural environment of the Bay Area.

An angled fold made formal reference to the logo and invited readers to find out more, the program contained a schedule and map on one side and a keepsake poster on the other.

Web experience
The website collected feeds from Instagram and Twitter to reflect a portrait of the day as it was unfolding.

Creative Director 
Kim Le Liboux

Center for Creative Solutions

A week-long, multi-disciplinary “think-tank” to investigate the potential of a tax-payer owned brown field of Connecticut River-front land in Brattleboro, Vermont. With Michael Singer, Charlie Cannon and Marlboro College Graduate School. Keynote speakers/critics included Damon Rich from the Center for Urban Pedagogy and Bill Drentell from Design Observer/Winterhouse. Workshop participants completed field work, engaged with community stakeholders and created and produced an interactive museum exhibit to share findings and gather more data.

As a Fellow & Design Director I created and maintained the identity for CCS, as well as the collateral materials for the workshop itself. I lead a multi-disciplinary team (designers, architects, writers, a painter, a socilologist) through the design and production of a museum exhibit. I also guided and participated in the process of research, field work, and design iterations.

I contributed to the planning of the workshop from a long and short-term view and collaborated with Charlie and Michael on our list of invited guests.

With Charlie Cannon and Michael Singer, for Marlboro College Graduate School and for the town of Brattleboro, Vermont.

The exhibition itself provided visitors opportunities to engage with questions about the future of the site.

Program for workshop participants

Throughout the week, research and resources were organized with a simple half-letter color-coded system.

 The first wall in the exhibition provided a guide to the existing site and planned future improvements.

One of the constraints of the design of the exhibit was that we had an 8.5” x 11” laser printer and that was about it — all of the materials were created on site.

Strategy sessions with the team

Pano of the site including the museum, garages and Connecticut River waterfront.

The Brattleboro Art Museum contained many of the architectural details and quirks of its former life as a train station depot, adding additional challenge to the exhibit.

Thank you notes to community members and volunteers were overprinted (laser) on local postcards.