Brief
I was first approached by Free & Easy Traveler in 2006 to design a logo for their young company. Founded in 2001, Free & Easy Traveler started with the dream of a young traveler Curtis Smith, to turn his new found passion for travel and adventure into a business that could keep him exploring the world (see here for the company story featured in the Financial Post). Eventually Free & Easy Traveler grew, and realized the need for for professional graphic design to help them market their business.
Process:
The logo started with breaking down the concept of travel, spiderwebbing the emotions, activities, objects, sights associated with it. Eventually I focused in on fun, arriving/departing, passports, waves, and sunsets/sunrises, things I could work with in a logo design. Eventually Free & Easy and I arrived at a logo design inspired by the rubber stamps that travellers so frequently collect in their well worn passports. It was well received.
Since then, the logo as been well loved: stitched onto backpacks, silk screened on shirts, printed on flags, and tattooed onto the arms of some of the most committed of Free & Easy travellers.
The logo seen in the wild, and enjoyed by traveler's around the world.
Credits
Art Direction & Design: Jesse Woodward.
Photography: Supplied by Free & Easy Traveler.
Type: Adobe Cronos Pro.
Copy: Supplied by Free & Easy Traveler.
Brief
For the year of 2015, Free and Easy again worked with me to develop their campaign for the next few years. The slogan of Live Free was developed by the marketing team, and I was putting together designs for print and web.
Credits
Art Direction & Design: Jesse Woodward.
Photography: Supplied by Free & Easy Traveler.
Type: HTF Gotham, Fiancé by Sudtipos.
Copy: Supplied by Free & Easy Traveler.
Brief
After seeing a lot of success with the original Revelstoked ski trip, Free and Easy expanded it's Snow Trips to a wider variety of destinations. Niseko Japan, Tremblant Quebec, and Whitefish Montana. I designed print materials for these trips, as well as graphics for social media and on the website.
Afterthoughts
The client was really impressed by the design for this campaign. I think the only things that I would maybe do with it differently is to push the collage aspect further than I did.
Credits
Design: Jesse Woodward
Photography: iStock Photo
Type: HTF Knockout, HTF Gotham
Copy: Free & Easy Traveler
Brief
In 2013 Free & Easy Traveler approached me to design an adventure book for the trips they run throughout the world. Having not designed a piece like this since university, it was an exciting project to take on. In subsequent years the catalog was revised to include new trips, company initiatives, maps, and revised photography. Taking note from what I had learned during the design process in earlier years, the second run at this project was much more streamlined.
Process
This project borrowed heavily in look and feel from other Free & Easy projects that went ahead during those years. Process was discussed with the client to set expectations, and discuss what I would need from their end to finish. Sketches were made of the layout, and later progressed to sample spreads before proceeding to finish the whole book.
Thoughts years later
This is a recurring project that I continue to get better at streamlining the process of. In the first edition, all the copy was inserted and then later edited by me with feedback from the client. In the second edition we used a tool that allowed the client to make copy edits from linked Google Documents. Moving forward however, we will be using Adobe inCopy to make any further copy edits from the client side.
I've also thought about the dramatic difference in print quality between the two printings. Hemlock's printing was clearly superior to Heidelprint, and I would like us to return to working with Hemlock, or ensure that we get better results from Heidelprint.
Credits
Art Direction & Design: Jesse Woodward.
Photography: Supplied by Free & Easy Traveler.
Type: HTF Knockout + HTF Gotham.
Copy: Supplied by Free & Easy Traveler.
Printer: Hemlock (2013) / Heidelprint (2015)
Brief
Every year, Free & Easy Travel does a new print campaign, which includes several posters featuring their destinations, and a rack card with their general trip information.
For the year of 2012, I made use of Free & Easy Traveler's stockpile of mostly candid photography (varying in resolution and quality), and developed a collage aesthetic showcasing a variety of experiences a traveller may have on their adventure with Free & Easy. The posters also feature tear-aways so that those passing by can walk away with a reminder in their pocket. Free & Easy Rep codes were also printed on these tear-aways, allowing those who would take a trip to save some money on their adventure.
Process
This poster was quite experimental for me with the collage aspects of the poster. Originally intending to print off the images, and tear the edges and assemble them, I found that the image quality dropped too low to make for a good poster. To work around this issue, but still have the teared edges, I looked for magazines with sold blocks of colour, that I could then scan, and use to frame and mask other images with. It added some time to the project, but it resulted in something the client really enjoyed.
Thoughts years after
I wish I had extended the collage aspect to the typography more, beyond what I had done with the country names, to give the posters a little bit more variety. The brand of Free & Easy has a wabi-sabi aspect to it, and so I'm a leery of perfection with it's brand.
Credits
Art Direction & Design: Jesse Woodward.
Photography: Supplied by Free & Easy Traveler.
Type: HTF Knockout.
Copy: Supplied by Free & Easy Traveler.
Brief
Free & Easy Traveler knows how to have fun in both hot and cold parts of the world. This was the first poster I did for their Revelstoke Ski trip and it is still one of my favourite pieces from the early years of working with Free & Easy.
Thoughts
One day I would love to recreate it with more analog methods—cutting individual pieces of paper out to create the composition, rather than doing it digitally.
Credits
Design: Jesse Woodward
Photography: iStockphoto
Type: Modified HTF Knockout + Courier
Copy: Free & Easy Traveler
Brief
In 2012 surfing sportswear brand Rip Curl, teamed up with Free & Easy for an in-store promotion—giving away a 9-day trip to one of Free & Easy Traveler's best surf destinations: Nicaragua. To promote the contest, eye catching print materials were created for window banners and at the checkout counter of Rip Curl Stores. Digital materials were created for on Facebook to for Free & Easy Traveler as well.
Credits
Design: Jesse Woodward
Photography: Supplied by Rip Curl
Type: HTF Knockout, Stag/Stag Sans by Christian Schwartz
Copy: Free & Easy Traveler
Brief
Detours Travel is a recent budding from Free & Easy Traveler dedicated to adventure backpacking trips for gay men. Detours focuses on gay friendly destinations (at the beginning Costa Rica and Thailand and since expanded) and their trips tend to be shorter in length than the typical 20 to 40-day adventures Free & Easy Traveler has.
Credits
Client: Detours Travel
Designer: Jesse Woodward
Photography: Supplied by Free & Easy Traveler + Detours
Type: HTF Gotham Rounded
Brief
Detours Traveler confronted me in mid-2015 to design banners for their Google Adwords remarketing campaign. Remarketing is a method of displaying banner ads to those who have previously visited your website or used one of your apps while they are browsing websites that are part of the Google Display Network.
Finding a photo to fit most of the banners is pretty straight forward but finding the right photos to fit vertically or horizontally that still make an impression is a challenge!
Credits
Art Direction & Design: Jesse Woodward.
Photography: Miles Mitchenson + Stock.
Type: HTF Knockout.
Copy: Supplied by Detours Travel.
Background
I've been a long time volunteer with Graphic Designers of Canada, the only nation wide professional organization for graphic designers. Since volunteering for a conference as a student in 2004, I've been involved in some way or another. In 2011 I joined the board of the Vancouver island Chapter of the GDC, and have sat in several roles.
Brief
I volunteered to design a poster for our Christmas party at the Canoe Club in 2013. The poster I designed was to be type centric, with elements that referenced the holidays in very subtle ways—bokeh from taking photos of christmas lights on your Christmas Tree.
Also featured were all our chapter sponsors for the year at the bottom of the poster to give thanks to their contributions to our chapter.
Brief
CHLY 101.7FM is the campus-community radio station in Nanaimo BC. Funded in part by Vancouver Island University Students, and by donations and memberships from the greater community and listening area, CHLY delivers a variety of alternative and community minded spoken word programming, and an eclectic mix of music.
Throughout my design career, I have created a variety of designs for CHLY 101.7 FM and the organization that runs it, the Radio Malaspina Society. I have designed posters throughout the years for fund drives, created promotional graphics for social media, and also worked to revise the logo to improve legibility in print.
Background
At the start of my career, I did a lot of gig posters for local bands and promoters. It never paid well, but it was fun, and it allowed me to hone my skills, and experiment creatively and technically.
Background
Bits and pieces of creative work that I have done throughout the years. Some of these are small pieces of larger client projects that I particularly enjoyed on their own, and some are purely self initiated in order to get the creative juices flowing, to try something new, and just have some fun.
