THE NITTY GRITTY
Having operated the studio at different times on both coasts, The Local Brand Co. offers a forward mindset for every project. We use a West Coast optimism balanced with an East Coast analytical approach. Our process begins with dialogue, market analysis and discussions about your branding concerns. Next is the creative process of blending all the target elements together to form the visual language. Finally, production and implementation. With the new visual vernacular in place, your unique brand identity is complete, translating into increased media recognition and sales.
A pocketful of genius. Coolness in a box. A Mid-Century Modern education in 26 remarkably easy lessons. The studio’s Modernist Alphabet Flashcards were inspired by California’s MCM style. They were featured on design-centric sites Dwell, Design Within Reach and HGTV. The cards retailed at the Smithsonian Cooper-Hewitt Design Museum and the San Francisco Museum of Modern Art. The cards were originally created for my then 7yr old daughter to teach her about modernism.
Forget A is for Apple.
B is for Bauhaus is where it's at.
M is for Modern Alphabet Flashcards
Product Tagline
THE NITTY GRITTY
Having operated the studio at different times on both coasts, The Local Brand Co. offers a forward mindset for every project. We use a West Coast optimism balanced with an East Coast analytical approach. Our process begins with dialogue, market analysis and discussions about your branding concerns. Next is the creative process of blending all the target elements together to form the visual language. Finally, production and implementation. With the new visual vernacular in place, your unique brand identity is complete, translating into increased media recognition and sales.
A pocketful of genius. Coolness in a box. A Mid-Century Modern education in 26 remarkably easy lessons. The studio’s Modernist Alphabet Flashcards were inspired by California’s MCM style. They were featured on design-centric sites Dwell, Design Within Reach and HGTV. The cards retailed at the Smithsonian Cooper-Hewitt Design Museum and the San Francisco Museum of Modern Art. The cards were originally created for my then 7yr old daughter to teach her about modernism.
Forget A is for Apple.
B is for Bauhaus is where it's at.
M is for Modern Alphabet Flashcards
Product Tagline
THE NITTY GRITTY
Having operated the studio at different times on both coasts, The Local Brand Co. offers a forward mindset for every project. We use a West Coast optimism balanced with an East Coast analytical approach. Our process begins with dialogue, market analysis and discussions about your branding concerns. Next is the creative process of blending all the target elements together to form the visual language. Finally, production and implementation. With the new visual vernacular in place, your unique brand identity is complete, translating into increased media recognition and sales.
A pocketful of genius. Coolness in a box. A Mid-Century Modern education in 26 remarkably easy lessons. The studio’s Modernist Alphabet Flashcards were inspired by California’s MCM style. They were featured on design-centric sites Dwell, Design Within Reach and HGTV. The cards retailed at the Smithsonian Cooper-Hewitt Design Museum and the San Francisco Museum of Modern Art. The cards were originally created for my then 7yr old daughter to teach her about modernism.
Forget A is for Apple.
B is for Bauhaus is where it's at.
M is for Modern Alphabet Flashcards
Product Tagline
THE NITTY GRITTY
Having operated the studio at different times on both coasts, The Local Brand Co. offers a forward mindset for every project. We use a West Coast optimism balanced with an East Coast analytical approach. Our process begins with dialogue, market analysis and discussions about your branding concerns. Next is the creative process of blending all the target elements together to form the visual language. Finally, production and implementation. With the new visual vernacular in place, your unique brand identity is complete, translating into increased media recognition and sales.
A pocketful of genius. Coolness in a box. A Mid-Century Modern education in 26 remarkably easy lessons. The studio’s Modernist Alphabet Flashcards were inspired by California’s MCM style. They were featured on design-centric sites Dwell, Design Within Reach and HGTV. The cards retailed at the Smithsonian Cooper-Hewitt Design Museum and the San Francisco Museum of Modern Art. The cards were originally created for my then 7yr old daughter to teach her about modernism.
Forget A is for Apple.
B is for Bauhaus is where it's at.
M is for Modern Alphabet Flashcards
Product Tagline
DROP US A LINE TODAY
The Kona Brewing Co. drawings were reinterpreted classic surf silhouettes focused on the local Hawaiian surf culture. Each sticker represents a distinct viewpoint. The names were Dawn Patrol (rectangle shape), The Slab (circle shape), In-Between Sets (hexagon shape) and Legends (square shape). They were part of an Artist Series Limited Edition Sticker Capsule Collection which was an ode to growing up in Hawaii and a visual representation of Creative Director Greg Chinn's childhood remembrances of island life. His tonal impressionistic "Surf's Up!" oil painting was featured in a KBC in-store promo, various social media posts and as a banner at the Hawaii Food & Wine Festival on Oahu.
PACIFIC VIBES
Born and raised in Hawaii, I felt I had a kinship with the Pacific. Whether catching shore breakers at Flagpoles in Kailua with my 6'6" HIC thruster or bodysurfing at Makapu'u with my green & blue Churchills, the water always puts me in the proper state of mind. My love for the ocean and respect for the Earth was set. The Kona Brewing Co. illustrations which helped amplify KBC's support of "Hawaii's Local Surf Culture" and it's brand via the Makena Local Giving Program " as well as all the promotional/social media assets for The Outrigger Duke Kahanamoku Foundation energized my feelings about the importance of our planet's oceans and the legacy of surfing to the Hawaiian community.
The Kona Brewing Co. stickers would win an American Advertising Award Bronze Medal, known as the Pele Awards in Hawaii (Public Service Marketing & Special Advertising Category). The Pele Awards honor Hawaii's Best in Advertising and Design. (Thumbnail) The KBC sticker set along with the ODKF: The Original Waterman illustration assets would be winners in the 59th Annual Graphic Design USA Design Awards in the "Designing For Good" category. The flagship American Graphic Design Awards honors the best and the brightest, the most effective and engaging, graphic communications of the year. (Below) ODKF corporate/promotional graphics.
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The sea, once it casts its spell, holds one in its net of wonder forever.
Jacques Cousteau
Explorer / Conservationalist
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CanvasRebel Q&A with Creative Director Greg Chinn titled "Ideas: How Did You Know This Was The One" article. He talks about the backstory behind how he conceived The Local Brand Co., the creative journey and channeling a vintage California Cool visual aesthetic for the studio's work.
MY STORY
The image is Greg at the Yew House (1957) by architect Richard Neutra in Silver Lake, CA. Photo by Paul Grandchamp. The B/W photo was featured in a ShoutOut LA Local Stories article titled: Meet Greg Chinn | Laurel Canyon Design Dad.
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The conceptual confluence of Hawaii and East/West Coast ideologies continue to inform my work along with guiding the aesthetic sensibility of my company, The Local Brand Co.
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Quote excerpted from Meet Greg Chinn | Laurel Canyon Design Dad article
Greg Chinn | Creative Director
The Local Brand Co. (formerly Jargon Boy Design Studio) is owned/run by Creative Greg Chinn whose work has been featured in numerous lifestyle/design publications and websites which include HGTV, Dwell and Communication Arts. His Modernist Flash Cards have retailed internationally as well as at the Smithsonian Cooper-Hewitt, Museum of Design Atlanta, Aldrich Contemporary Art Museum and the San Francisco Museum of Modern Art.
As an Adjunct Professor at the University of Bridgeport's Shintaro Akatsu School of Design (now part of Paier College), he taught 3D Design, Brand Identity and Senior Thesis. The student publication project he co-created called Document: Skins was featured on Graphic Design USA online in an article titled "New Student Mag Documents the Derma" and is in The University of Bridgeport's Magnus Wahlstrom Library's permanent collection.
His series of twelve posters for Bridgeport Arts + Cultural Council that focused on local Bridgeport heroes is in the Housatonic Museum of Art's Permanent Collection, which includes renowned contemporary artists such as Jeff Koons, Cindy Sherman and Jenny Holzer. The HMA's permanent collection is on continuous display offering a rare opportunity for both art enthusiasts and casual observers to view and interact with the art on a daily basis. The campaign was also featured in Communication Arts online and in the Design Annual magazine.
Greg served on the board of the Connecticut Art Directors Club. He received a Bachelors of Fine Arts degree with honors from Art Center College of Design in Pasadena, CA. In his free time, Greg dabbles in painting and hitting the beach whenever possible. LinkedIn
SELECT HIGHLIGHTS
Housatonic Museum of Art's Permanent Collection
Originally produced for the Bridgeport Arts + Cultural Council, the series of twelve posters focuses on local Bridgeport heroes. From prominent figures like PT Barnum and Elias Howe to lesser known people like lighthouse keeper Kathleen Moore, the series instills a sense of pride for the citizens of Bridgeport and, most importantly, functions as an educational tool for the area’s public schools. The 12 collage-styled images were produced for the Housatonic Museum of Art as Giclée Fine Art Prints on 100% cotton rag, velvet (etching like) surface, 315 gram paper. Text excerpted from The Housatonic Museum of Art's press release.
American Advertising Award: Public Service Marketing & Specialty Advertising Category
The Kona Brewing Co. drawings were reinterpreted classic surf silhouettes focused on the local Hawaiian surf culture. Each sticker represents a distinct viewpoint. The names were Dawn Patrol (rectangle shape), The Slab (circle shape), In-Between Sets (hexagon shape) and Legends (square shape). They were part of an Artist Series Limited Edition Sticker Capsule Collection which was an ode to growing up in Hawaii and a visual representation of Creative Director Greg Chinn's childhood remembrances of island life. The stickers would win an American Advertising Award Bronze Medal, known as the Pele Awards in Hawaii. The Pele Awards honor Hawaii's Best in Advertising and Design.
Bruce Fraser Museum Exhibition Award
The New Haven Museum's Wooster Square exhibit would win The Bruce Fraser Award. The Fraser Award is named in honor of the late Bruce Fraser, scholar, activist, and director of the Connecticut Humanities Council from 1982 to 2010. The award is given in recognition of “the best work on a significant aspect of Connecticut’s public history published or presented in a given year. ASCH Awards Chair Peter Hinks lauded “Beyond the New Township: Wooster Square,” for being “energetic, diverse, detailed, and entertaining,”and noted the exhibition’s most distinguishing characteristic was its collaborative style. Text excerpted from The New Haven Museum's press release.
GDUSA Design Awards: Special Entry Category / Designing For Good
Graphic Design USA featured a “Designing For Good” category for graphic communications that advance positive social and environmental action and social justice impact; promote diversity, equity and inclusion; and aim to make communities and the world a better place for people and nature. From among 10,000+ overall entries, less than 10 percent were selected as winners, in rare instances, multiple winning designs which The Local Brand Co. did. The Outrigger Duke Kahanamoku Foundation: Duke The Original Waterman Promotion/Social Media + T-Shirts and The Kona Brewing Co. Limited-Edition Capsule Collection Sticker Set were both recognized as winners in this category. The flagship American Graphic Design Awards honors the best and the brightest, the most effective and engaging, graphic communications of the year. Text excerpted from Graphic Design USA congratulations letter.
Print Regional Design Annual
The Connecticut Audubon Society's Birdcraft Museum is a historic bird sanctuary located in Fairfield County, CT. For the Visitor's Center Exhibit Space, the new identity combined vintage bird etchings with mix of contemporary/classic typography and an upbeat color scheme to create an eclectic modern statement. The updated look brought in new visitors as well as engaging current patrons. The banner series would be selected for Print's Regional Design Annual for the East Coast. The publication features top graphic design from each major US region. In the East section of the issue, Greg would discuss self-promotion, product development and his M is for Modern Alphabet Flash Cards.
Graphic Design USA: American Package Design Award
Anako, Moringa Infused Artisanal Products are handmade in small batches in Los Angeles by Chef/Owner Anna Cherubini. The packaging system would be selected for a Graphic Design USA: American Package Design Award. GD USA sponsors competitions that recognize graphic design excellence. The annual package design awards celebrates well-designed graphics, but also the power of design to tell the story, advance the brand, and make the difference at the moment of truth. From more than 2,750 entries worldwide, just a handful of designs were recognized as winners. Text excerpted from Graphic Design USA congratulations letter.
(Left) The Amistad Center for Art & Culture postcard and banners were featured online in Communication Arts Exhibit Section. (Right) M is for Modern Alphabet Flash Cards were sold throughout the US and abroad.
Online
Dwell: Product of the Day, Apartment Therapy: San Francisco & The Nursery, Wired, How Design, Designflux, DesignBoom, Communication Arts, Design Within Reach: Design Notes, HGTV: Design Happens & The Modern Nursery, Graphic Design USA, New York Times: Fashion & Style Section, Design Milk, Core77, Design Alligator, Design Addict, Outer Voice, ShoutOut & Voyage LA
Publications
Communication Arts Design Annual & Magazine, Print's Regional Design Annual, How International Design Annual & Magazine, Broadcast Design Award Annual, ID, Step Inside Design, Graphic Design USA: Design Annual & Magazine, Graphic Design USA: Packaging Design Annual, PIE Design Book Series: Private Greeting Cards & New Logo and Trademark Design
Retail
Smithsonian Cooper-Hewitt National Design Museum (New York, NY)
MODA | Museum of Design Atlanta (GA)
The Aldrich Contemporary Art Museum (Ridgefield, CT)
SFMOMA | San Francisco Museum of Modern Art (CA)
Hennessey + Ingalls Book Store (Los Angeles, CA)
ReForm School (Silverlake, CA)
Kona Brewing Co. (Hawaii Kai, HI)
Connecticut Audubon Society Nature Store (Fairfield, CT)
Sunnylands | The Annenberg Foundation Trust (Rancho Mirage, CA)
Outrigger Duke Kahanamoku Foundation (Online)
Fab (Online)
Uncommongoods (Online)
The Local Brand Co’s visual aesthetic has a vintage California Cool vibe, channeling West Coast Modernism.
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(Left) The Beat: A Cultural Mixtape illustration compilation on Mid-Century Modernism. Each individual drawing along with a story/links was originally posted on Outer Voice and mirrored on The Local Brand Co. site. (Right) Anako: Moringa Infused Artisanal Products graphic assets.The images were featured in a VoyageLA article titled, Life & Work with Greg Chinn.
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Inspired by surfing, a relaxed Swiss Style, handcrafted looks, eclecticism, Chet Baker/The Beach Boys/Joni Mitchell, the Case Study House program and my neighborhood of Laurel Canyon…my company was born.
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(Above) Excerpted quotes about The Local Brand Co's visual aesthetic,
Greg Chinn | Creative Director
(Lower) monotone painting & Outer Voice illustration are from Canvas Rebel article.
Interviews
CanvasRebel "Ideas: How Did You Know This Was The One" article. A Q&A with Greg about the backstory behind how he conceived The Local Brand Co., the creative journey and channeling a vintage California Cool visual aesthetic for the studio's work.
ShoutOut LA: Meet Greg Chinn | Laurel Canyon Design Dad article. A Q&A with Greg about what matters most to him, his work/career and a local hot spot.
Midweek Hawaii Newspaper: Good Neighbor | Greg Chinn article (page 8) - Interview with Greg about his collaboration with the Outrigger Duke Kahanamoku Foundation, his inspiration for the new Fall Campaign and what Duke means to him on a personal level.
Voyage LA: Local Stories Section - Life & Work with Greg Chinn article. A Q&A with Greg about his creative background, fresh work samples/commentary and his future plans.
Outrigger Duke Kahanamoku Foundation News: Greg Chinn Brings His Eclectic Brand of Modernism To ODKF's New Holiday Promotion article. Greg discusses his eclectic brand of modernism and chats about the new heritage/contemporary design looks for ODKF's 2022 Fall promotion.
ShoutOut LA: Meet Greg Chinn | Creative Director/Illustrator article. A Q&A with Greg about the thought-process behind The Local Brand Co. and a few of his favorite projects.
Outer Voice: The Solution Is In The Problem article. Greg talks about finding your voice, championing your work, and creation over curation. It also touches on his career highlights over the years.
Communication Arts: Thinking in Three Dimensions article. Greg discusses his crazy work environment, his wife’s relationship to Lester Beall, and why he’s sure that being a chef would be physically and mentally draining.
Print Magazine: Regional Design Annual East article. Greg chats about self-promotion, product development and the M is for Modern Alphabet Flash Cards. The Birdcraft Museum Banners were featured in the East Coast section of the RDA.
Communication Arts: Fresh article: Greg's Connecticut-based design firm Jargon Boy Design Studio was featured. Q&A about cultural influences, environment and philosophy.
The way a man lives is essential to the work he produces. The two cannot be separated.
Lester Beall
American Graphic Design Pioneer
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LESTER IS MORE | AMERICAN GRAPHIC DESIGN PIONEER LESTER BEALL
The Estate of Lester Beall website was created from a very personal point of view. I'm married to the youngest Beall granddaughter and have great respect and affection for the portfolio of work. The site was framed by the words of Lester’s wife, Dorothy Miller Beall, from the December 1969 issue of the Journal of The American Institute of Graphic Arts. Functioning as a primer to Beall’s pioneering graphic design work, the website showed salient examples from his iconic portfolio. The project was produced as Jargon Boy Design Studio.
The site had been recognized by numerous design blogs including Core77, Designboom and Design Addict. Communication Arts featured the Beall site in their Design Annual Web Watch section in an article celebrating The Art of Graphic Design and also highlighted it as a Web pick of the Day online. Graphic Design USA featured the LB site online and also in an article, Lester Beall Site A Family Affair in their monthly magazine. The Beall website had been linked to by various lifestyle sites including MoMA PS1 and Wallpaper*.
