ADAM B.

CHALOEICHEEP the world at large

BRAND STRATEGY + EXPERIENCE as a brand catalyst, i design and direct each project with one mission in mind: to help companies elevate and deepen the emotional connection between their customers and their product or service. i help companies bridge this gap by first uncovering and distilling the unique characteristics of the brand, followed by collaboratively creating a cohesive visual voice, product design, and user experience. my philosophy is head in the clouds, feet on the ground aspirational brand vision matched by thorough execution. the finished product is a clever, intuitive brand strategy that is a natural extension of each companys unique personality and core values.

ACCORDING TO REUTERS, MANTIS SHRIMP VIEW THE WORLD IN UP TO 12 PRIMARY COLORS FOUR TIMES AS MANY AS HUMANS AND CAN MEASURE SIX DIFFERENT KINDS OF LIGHT POLARIZATION. SMALLER THE CREATURE, SWEETER THE WORLD.

AUTOMATIC LOFTS

art direction + identity repositioning + interior spatial graphic design + collateral design + print
advertising + web design + guerilla marketing + marketing concepts

chicago, il

directed and designed at the scion group. logo designed by rick valicenti + photography by brad gillette.

AUTOMATIC LOFTS

AUTOMATIC LOFTS

Automatic living
+ All single bedrooms in 1, 2, 3 and 4-bedroom lofts + Beautifully furnished + Full kitchen in each loft + 42 at-panel HDTV in living room + Utilities included at one at rate (electricity, gas, water, satellite TV, Internet, emergency phone) + High-speed Internet in every bedroom and living room, Wi-Fi in common areas + Study rooms on each oor + Lobby/lounge with pool table, TV and XM Radio + Locked rst-oor bike room + On-site tness center and on-site laundry facility + Modern re/life-safety systems with automatic re sprinklers + Card-key entry into each loft and locking bedroom doors + 24-hour lobby attendant and security cameras + All single bedrooms; private bathrooms available + Secure, indoor heated parking available + Pay online or by credit card + Individual contracts no liability for roommates rent

History and style. Luxury and value. All in one incredible location.
The Automatic Lofts represents the complete renovation of an over 100-year-old building, listed on the National Register of Historic Places. The building was home to The Automatic Electric Company, founded in 1901, which developed some of the worlds rst automated telephone switching systems. As headquarters for this pioneering company, the building was a nationally and internationally signicant center of invention and communications. Now, a century later, that same historic building has a new life as The Automatic Lofts, featuring 142 high-quality loft apartments with original sandblasted brick and heavy timber beams, but loaded with modern amenities.

loft type
4 bedroom 3 bedroom 3 bedroom, private bath** 3 bedroom XL, in-suite bath*** 2 bedroom 1 bedroom

rate*
$795 $915 $1,120 $1,170 $1,175 $1,385

utility/ amenity fee*

$195 $195 $195 $195 $195 $195

* Per person, 12 installments with utility/amenity fee for a standard term of Aug. 22, 2008 to Aug. 7, 2009. Includes electricity, water, gas, Internet, satellite TV, emergency phone, furnishings, on-site tness center. Limited academic or alternate terms are available at an adjusted rate; please inquire with our staff. ** Includes individual adjoining or in-suite bathroom *** Includes extra-large bedroom and private in-suite bathroom

312.850.1234 automaticlofts.com

tear_A.indd 1

2/28/08 5:39:31 PM

tear_A.indd 2

automaticlofts.com
2/28/08 5:39:45 PM

NIKE+CITY OF WIN

art direction + identity design + retail store design + interior spatial graphic design + collateral
design + print advertising

chicago, il

directed and designed at commonground agency.

NIKE+CITY OF WIN

11

NIKE+CITY OF WIN

13

DWIGHT LOFTS

art direction + identity repositioning + interior spatial graphic design + collateral design + print
advertising + web design + guerilla marketing + marketing concepts

chicago, il

directed and designed at the scion group. architecture by booth hansen + photography by brad gillette.

15

DWIGHT LOFTS

17

DWIGHT LOFTS

19

DWIGHT LOFTS

21

HILTON PLAY-N-LOUNGE

strategic planning and research + identity design + interior spatial graphic design + interior design

chicago, il

designed at gettys. photographed by dan kelleghan.

23

HILTON PLAY-N-LOUNGE

Climb In
Climb In
More intimate space with personal viewing screens and hand held gaming

More intimate space with personal viewing screens and hand held gaming

The Play N Lounge is an example of Hiltons innovation process at work to create solutions for todays The Play N Lounge is an example of Hiltons innovation process at work to create solutions for todays and tomorrows challenges.tomorrows challenges. Wefor an alternativefor an alternative entertainment hotels without without We identified a need identified a need entertainment solution for solution for hotels and swimming pools or hotels that want tooroffer their guests offer their guests something more. Our approach was a design a swimming pools hotels that want to something more. Our approach was to design to versatile space suitableversatile space guest needs such guest needs such asplay and work out. The result Thea result is a for multiple suitable for multiple as work, unwind, work, unwind, play and work out. is multi-purpose media room and cost efficient typical room typical room bay. The Play N the multi-purpose media room that is cost efficientthat is fits within a and fits within abay. The Play N Lounge is Lounge is the culmination three key the 1. listening ideas of our guests, owners and owners and culmination three key steps: 1. listening tosteps:needs and to the needs and ideas of our guests, operators; operators; 2. analyzing 2. analyzing relevant trends withinrelevant trends the hospitality industry and; 3. embracing3.the spirit ofthe spirit of and without within and without the hospitality industry and; embracing innovation of taking a different path to arrive at a new solution for an old problem. innovation of taking a different path to arrive at a new solution for an old problem.

The media room fits into a single room bay butThe mediaeasily fits into a single room can be room streamlined if less space butavailable. streamlined if bay is can be easily
less space is available.

Distinct Zones
Distinct Zones 2 video gaming zones for motion 2 video gaming or controller activated fun zones for motion
or controller activated fun

HOME2 Media Room HOME2 Media Room

Open Floor Plan Open Floor Plan Allows personalization of the Allows personalization of the space. This approach also allows space. This approach also allows us to introduce and test new us to introduce and test new solutions without remodeling solutions without remodeling

HAMPTON INN Front Royal Media Room

M.O.C. Floor Plan

The solution for the MOC is brand agnostic but the concept can be easily tailored to specific and unique brand experiences.

HAMPTON INN Front Royal Media Room

M.O.C. Floor Plan

The solution for the MOC is brand agnostic but the concept can be easily tailored to specific and unique brand experiences.
Subject : Partnership : PLAY N LOUNGE Hilton Focused-Servie Brands, Product Quality & Innovation, & Gettys Space : 200 x 18 Typical Guestroom Bay Subject : SQFT 11 PLAY N LOUNGE Locations : Multiple (Hotels without pools, leisure destinations, etc.)

Partnership : Space : Locations :

Hilton Focused-Servie Brands, Product Quality & Innovation, & Gettys 200 SQFT 11 x 18 Typical Guestroom Bay Multiple (Hotels without pools, leisure destinations,

25

HILTON PLAY-N-LOUNGE

GAMING

WELLTHY LIVING

VANISHING OFFICE

DESIGN EXPECTATIONS

SOCIAL NETWORKS

Yoga Mats & Exercise Focused Video Games & Gaming Consoles
- Only 22% of American adults regularly fulfill the minimum weekly recommendation for exercise - Yet, 73% of American consider being physically fit important to their well being - 30% of American children are overweight or obese

Climb In
A place to get away, kick up your feet and relax with a good book, movie, game or friend - 75% of the general population experiences at least some stress regularly - Stress is a major contributor to heart disease, high blood pressure, strokes, and other serious illnesses

Gaming Consoles Non-traditional Seating

Flexible and diverse seating options allows for individuals to interact with the space and tailor it for their personal comfort and use. - 72% of the American population plays video games - 37 yrs old the average age of a gamer - 42% of all gamers are women

Marker Boards & Informal Meeting Space Games For Any Age (Analog Games)
Gaming options for todays and tomorrows guests - Game play leads to lower levels of stress, increased creativity, improved self esteem, and improved cognitive skills for people of all ages - 72% of the US workforce are mobile workers (workers who perform their work in multiple locations such as customer sites, company offices, their homes, planes, and hotels) - 3 of 5 workers say they dont need to be in the office anymore to be productive - 58 percent of companies consider themselves a virtual workplace

Gaming is productive. It produces positive emotion, stronger social relationships, a sense of accomplishment, and for players who are part of a game community, a chance to build a sense of purpose.
Jane McGonigal, PhD, author of Reality is Broken: Why Games Make Us Better and How They Can Change the World

27

HILTON PLAY-N-LOUNGE

29

ARCHETYPAL ARCHITECTURE

art direction + logo design + collateral design + photography

new york, ny

contractor

31

ARCHETYPAL ARCHITECTURE

Gain a greater understanding of the principals behind the architecture of your own body. Learn how to fold and stack yourself with great precision and efficiency in order to remain calm, steady and graceful, even amidst the most seemingly challenging poses.

with Ari Halbert

33

OPTIMIST LA

art direction + identity design + collateral design + illustration + web design

los angeles, ca

designed at mamus creative. photography by brad gillette.

35

OPTIMIST LA

O P T I M I S T is a funky start-up agency based in Los Angeles, CA that specializes in lifestyle marketing. Its work is designed to touch people in ways that excite and engage via urban culture, entertainment, sports, music, gaming, fashion, travel, physical and social media experiences. As a lifestyle attribute, we assume green/sustainability in everything we do and were working with nonprofits and green organizations to make green 2.0 a reality, without the righteousness of many dogooders. Our goal is to be hired by brands that are willing to extend themselves and take risks to do the kind of stuff others would shy away from. We embody the dichotomies of grimy/urban/nontraditional concepts and clean/proven tactics to make our clients famous. We dont just advise clients on lifestyle - we also embody this way of seeing the world personally and as a business.

37

O P T I M I S T L A . C O M

O P T I M I S T L A . C O M

OPTIMIST LA

39

RENT THE RUNWAY

identity design + collateral design + packaging design + comprehensive web design

new york, ny

designed at mamus creative.

41

RENT THE RUNWAY

43

RENT THE RUNWAY

45

2040 LOFTS

art direction + identity design + interior spatial graphic design + interior design + collateral design +
print advertising + web design + guerilla marketing + marketing concepts

milwaukee, wi

directed and designed at the scion group. photography by brad gillette.

47

2040 LOFTS

Walk into 2040 Lofts and step out of the everyday. Warm colors and bold lines frame spaces ideal for learning and living your way. Centrally located near five colleges and universities, 2040 Lofts includes large common areas making it an ideal place to meet new people and gather with friends.

2040 Lofts is luxurious and stylish living designed especially for Milwaukee college students, in a great location, at affordable rates.

For more information please call us at 414.344.2040 or check out www.2040lofts.com

49

2040 LOFTS

51

2040 LOFTS

BLOOM

strategic planning and research + nomenclature + identity design + interior spatial graphic design + interior design + collateral design + print advertising + web design + marketing concepts

bloomington, in

directed and designed at the scion group. photography by brad gillette.

BLOOM

BLOOM

BLOOM

11

JAKE PAULSEN

identity Design + collateral Design + web design + illustration + fashion design

southampton, ny

branding developed and designed at mamus creative.

13

JAKE PAULSEN

THEY CANT POINT TO WHAT, OR WHY,

but he stands out stoically, confidently, without calling attention to himself.

Once youve made the effort the rest is effortless. Once youve lived the action, you dont sweat the reactions.

Were talking pure comfort here. The kind you cant just walk in and buy. The kind youve got to earn to experience.

jakepaulsen.com

He breathes easy, smiles wisely. The young ones coming up amuse me.

ENDLESS TRIP. NEVER FALL.

IN YOUR WAKE, THEY AWAKEN.

jakepaulsen.com

15

JAKE PAULSEN

17

JAKE PAULSEN

19

LOGO DESIGN a companys values and differentiating factors are the foundation of a smart logo. each underlying concept is deconstructed, processed, and combined to yield a finely tuned, harmonic representation of the brand. the main objective is to develop a logo that companies wear proudly on their chests, and to design a logo that is accessible, functional and versatile across all applications.

IN ZEN BUDDHIST PAINTING, ENS SYMBOLIZES A MOMENT WHEN THE MIND IS FREE TO SIMPLY LET THE BODY/SPIRIT CREATE. (SOURCE: WIKIPEDIA)

21

MAMUS CREATIVE

marque design

EPAK

marque design

23

BOHEMIAN LOVE JONES

marque design

BOX STUDIOS

marque design

25

FE

marque design

CHICAGO 6 POINTS

marque design

27

TYPEPAD

marque design

MCDONALD MEDIA

marque design

29

PHOTOGRAPHY DIRECTION + COMPOSITION my passion within photography is capturing subtle emotional and visual vibrancies in urban environments. these shots were taken on the go (using an entry level D3100, iPhone and basic editing tools) to spontaneously capture the idea and motion behind each subject and environment. these pictures begin the story that each brand will then support with their product and experience.

ITS SO OVERT, ITS COVERT. Robert Downey Jr. as Sherlock Holmes

31

33

35

37

39

IAMABC.ME the world at large

312.519.6961

achaloeicheep@gmail.com

brand strategy + logo design + photography direction + health nut