TODA Visual Communication

MENSDEPT. is an exclusive men's grooming brand committed to providing clients with an authentic and sophisticated grooming experience. TODA created the company's brand identity by repurposing the black circle from the head of the international male symbol into the period at the end of "dept." to interact with a clean modern logotype.

TODA is excited to announce the product launch of MENSDEPT., an exclusive brand of grooming products that targets a high-end male clientele. Over the past two years TODA has been developing the MENSDEPT. brand, creating identity, print, signage and web experiences to give shape and voice to the next evolutionary step in men's grooming.

TODA worked with MENSDEPT. to design a 44-page comprehensive brand brochure for stakeholders involved in the national expansion of the brand. The brochure includes photography by David Raccuglia that features the most recent trends in men's grooming, product information, and details on marketing packages for salons. The new piece continues to build the brand style and identity previously established by TODA.

TODA worked with the MENSDEPT. flagship salon in Minneapolis to design a website that reflects the style and authentisity embodied within the salon experience and brand identity. The modular layout works great on a computer browser or on a handheld device.

As MENSDEPT. continues to grow form a single salon to a nationally recognized product line, TODA continues to expand the brand by creating materials—such as brochures, promotionals and retail/signage—that presents the brand's range of services, products, and philosophy to a wider audience.

TODA recently collaborated with alfalfa studio and Cubanica in designing an exhibition at the AIGA Gallery, Design Journeys: You Are Here. The exhibition examines the role of diversity in design by featuring 25 successful design professionals with an emphasis on inclusiveness. Among the installations were a suspended world map made of bright pink string, a larger than life magnetic arrow, and a fill-in-the-blank questionnaire. Each station called visitors to interact and think about the questions: "Where did you come from?" "Why are you here?" and "Where are you going?" The large-scale mural was designed by alfalfa studio for visitors to color in. Opening night was a great success, spurring thoughtful discussions and personal reflections on how each of our own journeys are diverse.

TODA worked with the MoCADA Museum to rebrand their visual identity. Our processes and interactions were then documented for an online series, American Express OPEN: Project RE:Brand. TODA was inspired by the concept of diaspora, the migration of people from one place to another, in the development of the new visual identity. The rebrand included 10 year anniversary materials, outside and in-store signage, merchandise, and membership materials.

TODA principal Marcos Chavez and his creative team designed the brand identity for Modern Organic Products (MOP). Since then TODA has developed the brand into the successful international beauty brand that it is today. Throughout this growth period, TODA has participated in multiple aspects of of MOP's marketing and promotional efforts, including product packaging, retail merchandising, promotions displays, print collateral, website development and trade advertising.

Orrefors asked TODA to develop a series of advertising campaigns to build brand awareness in the US. The new campaigns paired crystal product imagery with visual elements evoking joyful, familiar or anecdotal situations. The resulting communication reinforces the brand’s promise of joyful interaction with the product, fine crystal.

TODA's work with American Crew spans a 10 year period, including Marcos Chavez's design of the brand identity and launch of the brands first 8 products. Since the launch, sub brands Citrus Mint, Tea Tree, Silver and Shave have emerged and American Crew has grown into the leading men's salon brand. To capitalize on the success of the Classic product line, Crew asked TODA to do a revamp of the entire brand, streamlining all sub brands to be visually consistent with the well-known look of Classic.

TODA's extensive branding and marketing work with American Crew, the salon industries top mens professional grooming brand, included the conception, editing and design of Menswork Magazine. This series of high-end magazines served as the center piece marketing tool for American Crew, targeted to salons and the diverse male clientele. Menswork featured American Crew products, hair styles and techniques as well as the companies overall point of view on a broad range of fashion and lifestyle perspectives.

TODA helped launch Tea Tree, the new product line from American Crew. With an established presence in the men's grooming industry, American Crew's Tea Tree launch is aimed at reaching a new and younger generation of male consumers. The design of the packaging reflects that goal while retaining some traits familiar to the classic American Crew offering.

American Crew Style Selector is a photo book that is aimed at helping men find their ideal hairstyle. By utilizing multiple photographic stories, the Style Selector showcases how stylists using American Crew products can help men achieve the style they want. The resulting book gives American Crew a branding piece that is carried in salons and solidifies American Crew's position as the Official Supplier to Men.

By approaching ROOM Studio from all facets of branding and design, TODA developed a unique concept for this lifestyle photo studio. Working this way ensured that the visual identity, interior architecture and marketing campaigns would collectively realize the promise of the ROOM Studio brand. TODA collaborated with Daniela Stallinger on the brand development and interior design.

ROOM Studio recently launched a new blog designed to expose clients to a new viewpoint of the studio. TODA created BLOOG as a means for ROOM to easily showcase the eclectic mix of activities and events that take place at the studio.
Visit BLOOG and see what's happening at ROOM!

In an effort to increase prop rental business, ROOM Studio approached TODA
to create a promotional campaign. TODA developed an incentive program that celebrates ROOM's stylist clients by awarding them a "Prop Star" t-shirt. TODA's custom designed tee gives frequent renters a token of appreciation that they can proudly wear, while driving a more profitable rental business.

This year, ROOM Studio decided to approach the holiday season in a
different way. In the Chinese zodiac, the Rat is traditionally associated with wealth, charm, and . To celebrate this year’s animal, TODA designed a simple, clever 2008 holiday greeting that was easy to produce and highlights ROOM’s friendly, approachable personality.

TODA's latest ad campaign for ROOM Studio needed to highlight the photo studio's prop collection. In the ads, The props are brought to life through the insertion of statements and conversations. Attributing human thoughts to the props taps into the minds of stylists in an unexpected way and emphasizes the creative opportunities that ROOM's prop collection affords.

In hopes of keeping the creative spirit alive in this current economy, TODA designed a series of emailers that advertises ROOM Studio's Stimulus Package which offers a $1000 discount on studio rentals and unlimited access to props through April 2009. For more information, contact ROOM's studio manager, David.

Newly Launched in 2011, Sally Hansen Natural Beauty gets a make over with a fresh new design by TODA. In collaboration with The Meta Project, TODA worked with the marketing team at Coty to create a engaging, user-friendly website. The makeup line, inspired by celebrity make-up artist Carmindy, is is a showcased with ingredients, benefits, and tips on how to use the breakthough Paraben Free makeup line.

Watch as TODA principal, Marcos Chavez, lead his Parsons students in the design and production of Re:D, Parsons Alumni Magazine. The class, Topics: Art Direction, made up of 17 international graphic design students, worked with The New School's external communications department and the alumni office to create a compelling cover that reflected the theme of the Fall 2010 issue, urban ecology.

TODA has been working with The Parent-Child Home Program, an early childhood literacy and school readiness program, to update their logo and website. The new logo rearranges elements from their previous logo to better communicate their mission. Previously, the child was being lead upward by the parent. Adjusting the visual relationship between the parent and child conveys the aspirational qualities of the organization and the empowerment of the child. TODA is currently working on the redesign of the PCHP website which is scheduled to launch in August 2010.

TODA designed The Parent-Child Home Program website, the second phase in the organization’s rebranding efforts. The new website had to meet the needs of many audiences, from participants of the program to government officials to donors. The website communicates in an interesting and user-friendly way over 40 years’ worth of PCHP’s research in Parent-Chid interaction. The new website also features a wide range of PCHP resources like recommended books and toys as well as news and calendar pages. See all the features at www.parent-child.org

TODA has created the visual identity and printed materials for The Parent-Child Home Program's 2010 Gala, "Literacy Champions". The Gala's identity uses elegant scripts and textures to create a high-end feel, while utilizing PCHP's accent yellow to keep the design fresh and modern. The gala materials include a printed invitation, a journal for the event, and a web save-the-date.

Added Value is a community farm located in Red Hook, Brooklyn. As part of DesigNYC's pilot program to make "A Better New York City by Design", TODA was matched with Added Value to improve their overall brand communication efforts, as well as to create proposals to help develop their new farm outpost on Governor's Island. Part of TODA's phase 1 proposals included a large "Grow" sign, larger-than-life garden marker signage, and an overall identity system. Next steps are to develop design concepts into finished pieces for Added Value's next season in June 2011.

TODA worked with Parsons The New School for Design to help launch their exhibition, Re-Imagining Orozco, which celebrates the Mexican social-realist painter/muralist, Jose Clemente Orozco. While coinciding with the 100th year of the Mexican Revolution, this exhibit also features work by visiting artist Enrique Chagoya as well as Parsons students, all inspired by Orozco's murals. Taking lead from Orozco's "Table of Universal Brotherhood" mural, TODA re-imagined a modern version of the table designed and built out of plexiglass, illuminated from within, to stand as a symbol of collaboration. TODA also designed the look of the exhibit collateral to mirror the bold and machine-like qualities present in Orozco's work.

TODA worked with Fundacion Cisneros, a nonprofit devoted to improving education throughout Latin America, to produce branded tote bags for their book series event, Conversaciones/Conversations. TODA created bold, simple graphics derived from their logotype to be printed on a small tote that rolls up to a convenient travel size.

For the second year in a row, TODA was asked to develop and design Endeavor's annual Impact Report. Endeavor is a global not-for-profit organization working to promote entrepreneurs in emerging markets. TODA created a visual metaphor that represented the journey of the entrepreneur, a journey that begins with a single sheet of white paper, the starting point for innumerable possibilities. It is the transformation of an idea that grows and takes flight. A series of photographs brings the concept to life, showing growth, networking and community as the support system for the successful entrepreneur.

Media & Culture is a widely popular college-level communications textbook. Quickly approaching their seventh edition release, Bedford/St. Martin's wanted a fresh, new design that would secure and maintain Media & Culture's reputation in universities across the country. TODA employed the use of bright, bold color and simple graphic devices throughout the book to highlight as well as visually organize an enormous amount of information and facts. Set alongside a striking matte silver cover,
Media & Culture 7 proves to be an impressive addition to the Bedford/St. Martin's library.

Selim Koder Architects´ identity was designed to express the versatile and timeless qualities of the firm's work. The adaptable nature of the logotype lends itself to the simple, smart approach that Selim Koder employs. To further build upon these characteristics, TODA applied the bold, new logotype across the firm's collateral, branding, and website.

The Japan based stock photography company, Photonica, asked TODA to create a series of publications that feature the company's photos in a comprehensive and inspiring way. TODA created HOTO, a multi-formatted, magazine-style series of publications with a unique theme that is complimented by both the structure of the format and the content of text and photos.

Sanctuary for Families is New York's largest nonprofit agency for victims of domestic violence. This year, TODA joined in Sanctuary's efforts to raise money and awareness for their cause by designing the graphic identity for their newly formed New York City Marathon team. TODA principal Marcos Chavez took the extra step by joining the team and successfully running the marathon while raising money for Sanctuary for Families efforts to fight domestic violence.

Sanctuary for Families is New York's largest nonprofit agency for victims of domestic violence. For the second year in a row, TODA joined Sanctuary's efforts to raise money and awareness for their cause by designing race gear for their New York City Marathon team. The marathon pieces included wrist bands, signage, a campaign sticker, and an updated t-shirt announcing their 25th Anniversary. TODA's principal, Marcos Chavez, joined the team again this year and successfully ran the marathon while raising money for Sanctuary for Families.

TODA created a point of purchase for Samsung’s Home Appliance division for PowerFoam, a new feature in high-end washing machines. The promotion featured bubble stress balls for cosumer’s to pick up at a retail store and a looping video featuring PowerFoam super heros.

The Institute for Plastic Surgery (Institut für Plastische Chirurgie), located in Vienna, Austria, is led by one of Europe's finest surgeons, Dr. Artur Worseg. After a complete refurbishment of its facilities in 2008, the Institute now provides quality service and care to its patients in an ultra modern and sophisticated environment. Looking to truly embody this unique organization, TODA has created a corporate design that reflects the Institute's personality and mission.

Darrin Haddad is a New York based still-life photographer who needed to evolve his brand in to keep up with his growing client base. TODA
developed his identity to be a simple, effective mark that communicates his name in a minimal way. The cropped last name uses ascended letterforms to bridge the vowels in Darrin's last name. An accidental result is a logo that alludes to a sans-serif Arabic typeface, hinting at his Lebanese heritage.

TODA's promo for Chicago based photographer Tony D'Orio was recently recognized with the Neographics Power of Print 2009 Franklin Award of Excellence. The promo's large format and full bleed spreads create a striking showcase for his bold imagery.

TODA recently completed the design and production for The American Foundation for the Blind (AFB) 2010 Annual Report. AFB sought to create a positive communication piece that reported on the organization's activities, growth and accomplishments over the past year. TODA developed a theme for the report, "We are Helen Keller", and created a striking black and white design that corresponds with the vintage Helen Keller imagery. The report accommodates the special needs of the visually impaired while successfully communicating the entire story of 2010 to AFB's stakeholders.

Amidst this year's financial crisis, non-profit organizations felt enormous pressure to continue their important work while functioning under tight budgets and extremely limited resources. For AFB's annual report, TODA wanted to address the long-standing work that this organization has accomplished and continues to implement while also asking people to look forward to the future, together. The report is printed as two halves, "The Present" and "The Future" that come together under the support and dedication of AFB's network.

Sage is the country's national social service and advocacy organization dedicated to LGBT senior citizens. TODA created a direct mail/fundraising campaign that targeted the three giving societies within SAGE. To create a connection between potential donors and the organization, TODA produced a series of dynamic black and white portraits featuring a diverse group of Sage supporters. The photos were designed to work within a large folded sheet that unrolls to navigate through stories from current SAGE donors. The pieces were mailed in a clear envelop and included remit devices.

TODA designed a hard cover commemorative book documenting The New Yorkers Against Violence concerts, organized by Milarepa and the Beastie Boys which took place at New York's Hammerstein Ballroom. The concert featured performances by the Strokes, the B-52's, Moby, Michael Stipe and Bono with sets by N*E*R*D, Mos Def, the Roots and Beastie Boys. The book sales benefited The Milarepa Fund, a nonprofit organization supporting the Tibetan people's nonviolent struggle to regain independence.

TODA recently updated the brand identity and promotional pieces for Peter Rodger, an award-winning British director and photographer who is represented by Pinkstaff Photographers. Peter's epic style of documentary photography is sought out by the international advertising industry, who features his photographs in numerous global campaigns. To strengthen Peter's brand, TODA created a distinctive mark that works across all of his promotional pieces. The mark was then applied to his portfolio book and website that TODA designed and edited. His website showcases both his still photographs and moving imagery.

Bedford/St. Martin's Press recently released the fourth edition of "Step by Step to College and Career Success" which offers students proven information and straightforward strategies that they can apply toward their success. TODA created the visual standards for the entire textbook including photography art direction and designing the interior pages and cover. Step by Step was recently named as a winner of the 54th Annual New England Book Show for overall book design – hooray!

Educational publishers, Bedford/St. Martin's asked TODA to design a catalog to feature their newest composition readers. In designing the new catalog, TODA concepted and directed a photo shoot that presented the new books in the hands
of editors, professors and students in their respective environments. The result is
an authentic and engaging sales tool that presents Bedford/St. Martin's as intimate
and accessible.

CQ Press, located in Washington, DC, asked TODA to redesign the cover and interior pages of the fourth edition of “Keeping the Republic,” an entry-level college U.S. History textbook. CQ Press wanted a colorful and fresh approach to the textbook, gathering interest from students of varied concentrations. TODA employed bright, textural elements with bold, simple graphics. TODA also illustrated a custom watercolor sillhouette of the Statue of Liberty to work as a graphic device for the cover and interior pages.

TODA honors the 11 year anniversary of the events of September 11 2001 by looking back at the book project we helped create. The September 11 Photo Project started out with photos which were contributed by amateur and professional photographers, displayed in a gallery space in Soho, New York. Published by Regan Books, the book is a permanent record of this spontaneous project, and documents the events surrounding the tragedy. TODA chose to present the photographs as they appeared in the gallery, conveying the spirit of the exhibit by showing the walls of the gallery, and enlarged views of individual images. The book was published by Regan books and is available at Amazon. TODA also designed the Sept. 11 Photo Project website.

77 Films is a Chicago based documentary film production company. The founder of 77 Films drew creative inspiration from the 1970s, based on which TODA designed an identity that embraces this decade rich in graphic and cultural references. The identity was designed to help create brand recognition for 77 Films and better position it as an established film production company.

Purvis Young is a highly acclaimed contemporary artist with a fascinating story of personal hardship turned success. Recently, 77 Films founder David Raccuglia and videographer Shaun Conrad captured this drama in the documentary film, Purvis of Overtown. TODA participated in the project by creating the visual identity and promotion materials including the design of the film titles, promotional postcards, screener DVD, website and movie poster. For more on Purvis Young, go to www.purvisofovertown.com