The Moving Art Direction of Danielle Evans

Bagelli Italian Food Typography

Toronto's D'Italiano decided to bring Italian indulgence to breakfast with their new line of Bagelli bagels and asked me to enliven their concept. Together with The Hive and Ryan Szulc, we brought warm, Mediterranean sensibilities to heavily stacked bruschetta and elegant caramel. The concept arranged the hero of each bagel's flavor into an Italian greeting, punctuated by the bagel "O".

I endeavored to utilize legible letterforms that hearkened to decorative ornamental caps and scripts found on authentic signage and labels, the challenge being the integration of the bagel into each without feeling forced or misplaced. The finals moved further away from this concept, but these in process shots are no less stunning. Say Ciao to boring breakfast.

Art Direction // James McGuire & Anna Cumyn

Photography // Ryan Szulc

Food Styling // Carol Dudar


Purina Purpose Litter Lettering

The internet loves cats, but not their poop, unsurprisingly. Purpose, a sassy new brand for hip cat ladies, asked me to create a series of environment based images to whisk women to dreamier places while scooping away their... problems.

We cat scratched our way to secret gardens, mountain escapes, and coastal groves in one of my strangest social media undertakings yet with local agency, Resource Ammirati. 


Inch x Inch Food Type

Bob and Drew's joint venture Inch x Inch pins affordable style to generous support by way of their monthly button club. Each membership donates cash to failing and underfunded art programs while funding a pack of wearable art from amazing artists. I was fortunate to contribute to two packs, one for Creative South, the other, a solo pack in celebration of 90s phraseology.


Burst into Bloom Flower Type

Inspired by the onset of Earth Day and seasonal flowering trees in my neighborhood, I decided to put petal to page for spring lettering to lift the rainy day grays. Full blossoms, petals, and buds were applied to create a high contrast script, suggesting we all burst into bloom- 'tis the season!


Real Thread Shirt Type

Real Thread is the undisputed champion of soft, smartly designed tees, so when asked to work together on a gig, I jumped at the opportunity. We opted to use the existing concrete at the Orlando headquarters and brought 25 tee shirts of varying sizes together in a twisty, draping jumble. We covered 8 feet of floor, making quick work of these pieces over the course of an afternoon.

Over the weekend, I gave a workshop on dimensional type as part of this project, garnering just under 100 participants. Together we twisted, fashioned, and licked our way through various items on #createwow via Instagram.

Photography // Patrick Chin


Aria Dimensional Type Campaign

San Fran's Eleven approached me about a social media campaign for Aria, a colossal hotel and monument to New Las Vegas entertaining. Together Henry Hargreaves and I highlighted amenities of the City Center giant under the banner This is How We Vegas. My interpretation noted their luxurious 300 count sheets, fresh seafood flown in from Japan, and storehouses of planted rather than plucked vegetation. 

The pieces were made to fit in a 1:1, 16:9, and 9:16 ratios for Instagram, video, and print materials around the campus.

For three days, I set 120 succulents into clusters, hand picked and placed $400 worth of seafood, and folded 30 yards of fabric into type befitting Vegas sensibilities. Over the top and fabulous.


Producer // Lindsay Fa

Art Director // Sara Worthington

Copywriter // Aryan Aminzadeh

Director // Brandon Bloch

Gaffer & Camera Assistant // Zach Jopling

Production Designer // Courtney Dawley

Editor // J.P. Damboragian


FOUR Spice Road Food Type

FOUR, a high class culinary magazine based in London and Dubai, asked for a beautiful title script to highlight an article on sourcing exotic seasonings across the famous Spice Route. The beautiful ombré trail led into a gorgeous shot of the Sahara with a similarly warm color palette, striking beyond words.

Photography // Erin Robey


SAA Live Your Dream Campaign

SAA determined to encourage prospective students to marry their love of art to their interest in tech by commissioning a poster titled Live Your Dream, the first installment in a year long campaign. After proposing several ideas, we settled on a folded paper concept and a backup in paint pigments. The first was cut and folded to perfection, then sent to schools around the state. The second was assembled with vibrant paint pigments and sent with stickers and letters of acceptance. 

Art Direction // Matthew Flick

Photography // John Rossi

Videography // Boomcrate Studios


TAZO Chai Food Lettering

Tazo's new chai blends necessitated a pair delicate but playful hands for their beautiful web commercial. Tony Smith and I combined forces to make and move sweet and spicy lettering through the magic of stop animation. Over the course of three days, cocoa, cinnamon, cardamom, peppercorns, and caramel found themselves pressed and pushed into letterforms, a dynamic balance of flavors and teamwork. 

Direction // Anthony Farquar-Smith

Executive Production // Bill Hughes

Line Production // Allan Wachs

Videography // Shawn Sewter

Production Management // Andrea Torres

Art Production // David Kobzantsev

Art Direction // Jessica Hickman

Copywriting // Lydia VanHoven

Propping // Drew Kennedy

Food Styling // Judy Peck-Prindle


The Guardian Do Something Food Type

London's theGuardian approached me about creating a cover to their Saturday lifestyle insert, Do Something, a segment on improving one's non-digital self. The issue focused on local food fare, which required baking Welsh Cakes, a traditional crowd pleaser, and additionally inspired the type's flour, currant, and butter treatment. The concept was to encourage Londonites to adventurously eat, hence become 'Hungry for Adventure'.

Art Direction // Chris Clarke

Photography & Videography // The Wonder Jam


World Cup Dimensional Type

I've been playing soccer since the tender age of six, and in recent years have only dreamed of doing official work for the World Cup, the pinnacle of global sportsmanship.

Nike's now twelve year old World Cup slogan, Joga Bonito, a slightly altered expression from soccer god Pele that means both "Play Beautifully" and "The Beautiful Game", inspired me to do just that.

To commemorate Brazil's Cup hosting, I chose yellow shoes and green paper and over the course of three days twirled two very long shoelaces into letters and trills. The laces were bought on spools, and due to their tight weave were perfectly malleable yet firm. I added lace covers in post, otherwise the piece retained most of its original charm and magic.


Seattle Times Food Type

In honor of Opening Day, The Seattle Times invited me to celebrate the Mariners and their fresh start to the 2016 MLB season. I build and photographed their cover at my local team field (shoutout to the Columbus Clippers for accommodating such an odd request) for context, choosing an anamorphic lettering treatment in peanuts and cracker jacks. Two variations of the cover went to the Times, one vertical and one horizontal orientation. In the end, the tighter, horizontal crop of the peanut and cracker jack pennant was the grand slam.

Art Direction // Frank Mira

Design // Richard Boudet


Spaghetti Food Type

Spaghet about it- this is the most elegant application of pasta I've made all year. Utilizing fettuccine, I fashioned a copperplate script by using the heat and starch of al dente noodles to create thick and thin line variations on my kitchen counter. A batch of angel hair was used for ornamentation, also while piping hot to make advantageous use of the starch. 

The process took three days, as the spaghetti would begin drying out immediately, leaving a pasta disasta in its wake. I documented its deconstruction to crunchy mess over a period of two hours, compacted into a gif. Some of the preliminary attempts can be found on Instagram, but the delicious final script twirled to perfection on the sauce colored surface in honor of my Italian heritage- spaghet-it?


SXSW + FYI Food Type Installation

On behalf of FYI network for SXSW Interactive, CIVIC dreamed of revamping a ballroom in Austin's historic Driskill Hotel into a sophisticated foodie oasis and desired a focal installation for the space. Together we conceived a food lettering mural to display free nourishment for visitors that would inspire tasteful guest interaction. 

I was originally approached about tabletop installation; in surveying the room's limited size, I suggested an ambitious food type mural, the first of its kind, to grace the space. We tackled Feed Your Imagination, one of the network's indulgent taglines, to encourage viewer interaction from both near and far. The mural needed to appear impressive yet reasonably sized to be assembled in nine hours and replenished several times throughout each day. Further, several ingredients would be rotated every few hours to avoid spoilage while others would last the duration of the exhibit. Chosen items were encouraged to reflect local Austin flavors and mirror featured rotating fare. 

Armed with this arsenal of challenges, I set to planning via Illustrator.


Nashville event builders, MadeFirst, not only constructed the wall according to my plans but completed the seemingly impossible task of building and installing the entire room with masterful skill and little sleep in less than 24 hours. Together we tweaked a few shelves and pegs to reflect variances in the size of ingredients. 

To accurately represent my vision to the builders, I drew on several interior design courses from college to create scale elevations for the 8x15' wall space. This included a rudimentary chip hopper, doughnut poles, and angled display shelf for cupcakes. The eleven characters in Imagination constricted the width of the letterforms and dictated the need for a sans serif treatment; I calculated a height of 48" was necessary to provide the right scale of grandeur while allowing for the ambitious construction time of nine hours. I assumed sweets would be the most popular items and created several stations (either letters or shelving systems) to avoid traffic jams or lines. 

A small yet emphatic Feed Your served as a ribbony crossbar for both the AG, which was laser etched by MadeFirst via my vector lettering to created a woodburn effect. The lettering was 12" and wedged between snug pegs for easy deconstruction.

We decided to plant fresh herbs in the wall to represent the featured tacos, quesos, and bloody marys. Hand cut and mounted floral foam was screwed to the wall, then planted individual bunches of herbs in plastic water picks to avoid mass wilting. The herbs would be sprayed regularly and wrapped nightly with plastic; individual bunches could be replaced or rehydrated when necessary. 

Pegs were measured against Voo-Doo Donuts, a recent addition to 6th Street, to determine their .34" width, allowing each pastry to slide onto the pegs by the hole or nestle between them like makeshift shelves and slots. The doughnuts were stacked carefully to retain their visual appeal while generously filling in the letterform. Doughnut holes supplemented any gaps or small spaces within the A's.

Video via Austin 360.

CIVIC requested a smaller bar sign for subtle station identification that tied in various greenery used in mixology. Floral foam was hand cut and screwed into a pre-painted board to ground mint, lavender, basil, celery, jalapeños, tomatillos, and artichokes into the slab, san serif logo. The greens were attached with water picks and concealed bamboo skewers. 

Besides serving as a focal point, the food type wall was used as a backdrop for FYI's food and travel series, Food Porn. Visitors indulged in various salsas, doughnuts, cornbreads, and cupcakes during filming while judges chose an outstanding restauranteur's cheesy winner for the Quesoff. The space was engaging and consistent in design, allowing guests to mingle, recline, or indulge.

Many, many thanks to the entire crew and the various hands that hammered nails, prepped items, steadied crowds and fought for these bold ideas. SXSW Interactive was enhanced by their dedicated efforts.

Event Management & Design // Ellen Basile, Rachel Pumeroy, Sarah Emery

Coordination // Annie Vaughan

Photography // Daniel Cavazos, Robin Marchant, myself

Construction // MadeFirst

Interiors //  David L. Arsenault

Prep, Transportation, & Build Assistance // Joseph Alessio

Special Thanks // Erik Attkisson, Whole Foods, Delish, Salt & Pine

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Valentine's Food Type

Valentine's Day is the perfect occasion to surprise and astonish internet friends with cute little cards sent via private message. In the tradition of the last few years, I concocted peanut butter, leek, and apple wishes to melt the hardest of hearts. 

  • The peanut butter was applied in layers to build up to a decadent swirl reminiscent of childhood sandwiches and shot on a dark oak to mimic chocolate.
  • Leeks were torn and folded to capture the essence of brushstrokes when applying ink. The color shone vibrantly with a gentle application of oil.
  • Apples were carefully sliced to still resemble the fruit but maintain thick, playful strokes. These were also animated in a gif, the perfect accompaniment to a crisp bill of type.

The Middle Food Type

It just takes some time to handcraft a food typography sandwich, but like any good homage, it'll be all right. I made this hefty, meaty mess to celebrate speaking at Made in the Middle's inaugural conference in Kansas City, Missouri.

 

I sliced and diced spam, then fried and assembled the meat lettering vertically on a bed of kale. Like any Royale, it comes with cheese. Thank you to Twitter and various internet friends for the blind suggestion of mustard.


Half Baked Lettering

Occasionally I get a pie in the sky idea and have to broadcast it to the world through delicious, half baked wonders. I use a standard recipe for my crusts, cutting blindly to flattened dough to create smooth, dimensional forms. 

Both pies were assembled from a tweaked pie crust recipe, chilled throughout the process to keep the letterforms both flaky and solid. Humble Pie was lightly inspired by Christine Kawasaki-Chan's Easy As, though we use 100% original content. For Pi Day (March 14th), I decided to up the ante, layering pastry to make a meta pie: three layers, one dough, four hours.

Hand Model / Joseph Alessio

Taste Tester / Claire Coullon


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Target “Food For Thought” Food Typography

Target devised a tasty "Food for Thought" social media campaign to herald the opening of their Canadian stores. To satisfy both Franco and Anglophone residents, phrases were devised bilingually in a myriad of food groups. The advertised Archer Farms product was subtly pictured in the top corner of each piece.

The campaign required eleven food lettering images, all of which were built and filmed over the course of three and a half days, as well as a process video and interview. Ambitious but delicious for a first ever client gig.

 

Art Director // Allan Peters

Copywriter // Sage Rider

French Copywriter // Charlotte Decelles

Videographer // TC Worley


Target Food For Thought Pt. 2

Target devised a tasty "Food for Thought" social media campaign to herald the opening of their Canadian stores. To satisfy both Franco and Anglophone residents, phrases were devised bilingually in a myriad of food groups. The advertised Archer Farms product was subtly pictured in the top corner of each piece.

The campaign required eleven food lettering images, all of which were built and filmed over the course of three and a half days, as well as a process video and interview. Ambitious but delicious for a first ever client gig.

Visit Part 1 for more imagery, also final videos for the full interview.

Art Director // Allan Peters

Copywriter // Sage Rider

French Copywriter // Charlotte Decelles

Videographer // TC Worley