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.
Typography
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.

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









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Created at John McNeil Studio

The Berkeley School






This progressive, private K–8 school rooted in the Montessori method and located in Berkeley, California was showing up in many different ways across offices and programs, and the existing identity did not communicate the spirit of the school.

The Berkeley School needed an identity that would be as full of possibilities as the school and the students who inhabit it. The “B” is the window from which the student looks out at the world, we filled this window with images representing different disciplines like technology and literature, as well as the five senses.



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







Source Collateral


Collateral for a day long conference for design leaders hosted by Designer Fund including: badges, wayfinding, program, bookmarks, presentation slides, thank you note, stickers.
Design system by Melissa Small / Creative Generalists. Design Direction: Heather Phillips. More information here.








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.



Program
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

“Talking About Type” — poster


Poster for lecture by Swiss typographer Thierry Blancpain of Grilli Type at the University of Connecticut & co-sponsored by the Connecticut AIGA.