alfredo diaz My experience in consulting, sales, manage-

ment, and ownership has given me a uniquely deep understanding of brands: how they work, what it takes to build and maintain them, and how operations and service affect brand. I under-stand brands in the marketplace from all facets.

C O N T A C T

ajdiazla@gmail.com

k2 renovation

Kokomo and K2 (2010)Diners with a difference. Infused with the flavor

of New Orleans, and styled to appeal to LA tastes. Brand development, management, and directing remodel and refresh process.

Exterior studies. Alfredo developed the look to both stand out from the clutter on the Silverlake strip and match the level of renovation of neighboring Intelligentsia.

k2 sign 4: reader board sign

Note: this variable message board sign is for visual effect, notinformation. Pixel pitch, resolution, etc. is not important. Lowcost is the priority. To reach the dimensions, custom or off-the-shelf reader boards can be used - whichever is cheaper. The LEDshould be purple in color.

shown with 4 off-the-shelf reader board units.

will display abstract moving pattern, no video or text READER BOARD ELEV. SCALE: 1/4" = 1'-0"

4.1

2'-9"

5'-0"

1'-0"

2'-6"

0"

1'-0"

29'-6"

Facade and Signage. Working closely with the designer, we ensure that a consistent brand message makes its way through the clutter.

option a

3'-0"

4'-0"

Neon diagram Painted or vinyl cut letterdiagram

3'-0"

4'-0"

Scale: 1/4” = 1’-0”

0 1’ 2’ 3’ 5’

SIDE A (FACING NORTHWEST) SCALE: 1/2" = 1'-0"

SIDE B (FACING SOUTHEAST) SCALE: 1/2" = 1'-0"

1.a1 1.a2SIDE A (FACING NORTHWEST) SCALE: 1/2" = 1'-0"

SIDE B (FACING SOUTHEAST) SCALE: 1/2" = 1'-0"

1.b1 1.b2

Night - “K” isplum color whenilluminated

Night - outlineskeletal neon

k2 sign 1: blade sign

Painted metal cabinet blade sign withinternally illuminated acrylic letters,faced with 3m (or similar) dual color film option 1 Painted metal cabinet blade sign

with vinyl cut or painted logo and skeletal neon outline.

Scale: 1/4” = 1’-0”

0 1’ 2’ 3’ 5’

Doorway

3Form feature

CAB

B

B CA

CA

12'-0"

7'-9"

11'-4"8'-6"

Interior studies. Alfredo worked with the architect to develop a stylish but comfortable (and affordable-to-realize) interior space.

Interior Mural. For K2, contributing to the loft feel and appealing to the tastes of the community K2 serves.

Specialty Feature Mural. An eye-catching mural to both decorate the space, engage with the community (Silverlake denizens are featured as the subject), and generate PR - both print and video/viral.

20

50

Mural made of 1000 salt shakers filled with colored play sand.There is an additional marketing benefit: we film the “making of” and post it online. This has a decent chance of going viral.

I chose Flea because he’s from Silverlake, he supports the music school next door, and it’s an energetic image.I’m open to other suggestions.

$0.61 per shaker, total $610.00http://www.katom.com/ 158-154SP.html?CAWELAID=279496924

Sand Colors:

Steve McQueen option

SUNDAY - THURSDAY 10PMFRIDAY & SATURDAY 11PMPLEASE NO OUTSIDE FOOD OR BEVERAGESNO SHOES NO SHIRT NO SERVICE

WARNING: CONSUMING RAW OR UNDERCOOKED MEAT, POULTRY, SEAFOOD, SHELL-FISH AND EGGS MAY INCREASE THE RISK OF FOOD BORNE RELATED ILLNESS.

BUT PLEASE NO AGGRESSIVE DOGS ON THE PATIO

ANY REBROADCAST, RETRANSMISSION, OR ACCOUNT, WITHOUT THE EX-PRESS WRITTEN CONSENT OF MAJOR LEAGUE BASEBALL, IS PROHIBITEDALL CHARACTERS APPEARING IN THIS RESTAURANT ARE FICTITIOUS. ANY RE-SEMBLANCE TO REAL PERSONS, LIVING OR DEAD, IS PURELY COINCIDENTAL.VOID WHERE PROHIBITED. BATTERIES NOT INCLUDED. CONTENTS MAY SETTLE DURINGSHIPMENT. USE ONLY AS DIRECTED. POSTAGE WILL BE PAID BY ADDRESSEE. SUBJECT TO APPROVAL. APPLY ONLY TO AFFECTED AREA. DO NOT STAMP. MAY BE TOO INTENSE FOR SOME VIEWERS. FOR RECREATIONALUSE ONLY. DO NOT DISTURB. ALL MODELS OVER 18 YEARS OF AGE. IF CONDITION PERSISTS, CONSULT YOUR PHYSICIAN. NO USER-SERVICEABLE PARTS INSIDE. AS SEEN ON TV. SLIPPERY WHEN WET. FOR OFFICE USE ONLY. NOT AFFILIATED WITH THE AMERICAN RED CROSS. SUBSTANTIAL PENALTYFOR EARLY WITHDRAWAL.DO NOT WRITE BELOW THIS LINE. SANITIZED FOR YOUR PROTECTION. EMPLOYEES AND THEIR FAMILIES ARE NOT ELIGIBLE. SOME EQUIPMENT SHOWN IS OPTIONAL.PRICE DOES NOT INCLUDE TAXES. NO SOLICITORS. DO NOT TAUNT HAPPY FUN BALL. CALL TOLL FREE BEFORE DIGGING. DRIVER DOES NOT CARRY CASH. ONE SIZE FITS ALL. SEE OTHER SIDE FOR ADDITIONAL LISTINGS.

DECISION OF JUDGES IS FINAL.

[BAD HAIRCUTS, OKAY - WE’VE ALL BEEN THERE]

THE FINE PRINT

8AM TIL8AM TIL

Extending the brand. Even in the fine print and required boilerplate, we demonstrate the attitude of the restaurant.

Front:2 colorPMS 235UWhite

2 Color Front3 separate 1-color backsWomen’s Size SmallMen’s Size Medium & LargeAmerican Apparel Black Shirts

FRONT BACK 1

BACK 2 BACK 3

Back:1 colorPMS CoolGray 2

Front: approx 3” tall

Front:2 colorPMS 235UWhite

2 Color Front3 separate 1-color backsWomen’s Size SmallMen’s Size Medium & LargeAmerican Apparel Black Shirts

FRONT BACK 1

BACK 2 BACK 3

Back:1 colorPMS CoolGray 2

Front: approx 3” tall

MODERNAMERICAN FOOD

MODERN AMERICAN FOOD

1 9 8 9MODERN AMERICAN FOOD

MODERN AMERICAN FOOD

7385 BEVERLY BLVD.LOS ANGELES 90036

323933

0773

7 DAYS 8TO4

WWW.KOKOMO.COM

MODERN AMERICAN FOOD

7385

SUN

SET

BLVD

.EC

HO P

ARK

9003

6 323933

0773

7 DAYS 8TO4

MO

DE

RN

AM

ER

ICA

N F

OO

D

MODERN AMERICAN FOOD

MODERNAMERICAN FOOD

MODERN AMERICAN FOOD

1 9 8 9MODERN AMERICAN FOOD

MODERN AMERICAN FOOD

7385 BEVERLY BLVD.LOS ANGELES 90036

323933

07737 DAYS 8TO4

WWW.KOKOMO.COM

MODERN AMERICAN FOOD

7385

SUN

SET

BLVD

.EC

HO P

ARK

9003

6 323933

07737 DAYS 8TO4

MO

DE

RN

AM

ER

ICA

N F

OO

D

MODERN AMERICAN FOOD

MODERNAMERICAN FOOD

MODERN AMERICAN FOOD

1 9 8 9MODERN AMERICAN FOOD

MODERN AMERICAN FOOD

7385 BEVERLY BLVD.LOS ANGELES 90036

323933

0773

7 DAYS 8TO4

WWW.KOKOMO.COM

MODERN AMERICAN FOOD

7385

SUN

SET

BLVD

.EC

HO P

ARK

9003

6 323933

0773

7 DAYS 8TO4

MO

DE

RN

AM

ER

ICA

N F

OO

D

MODERN AMERICAN FOOD

MODERNAMERICAN FOOD

MODERN AMERICAN FOOD

1 9 8 9MODERN AMERICAN FOOD

MODERN AMERICAN FOOD

7385 BEVERLY BLVD.LOS ANGELES 90036

323933

0773

7 DAYS 8TO4

WWW.KOKOMO.COM

MODERN AMERICAN FOOD

7385

SUN

SET

BLVD

.EC

HO P

ARK

9003

6 323933

0773

7 DAYS 8TO4

MO

DE

RN

AM

ER

ICA

N F

OO

D

MODERN AMERICAN FOOD

Realization.

'Evolv

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assets:

the kokomo logo had long been establishedevolv built a brand around it onsite with interiordesign, menu planning and supply consulting

to extend the brand, we introduced photographyof the stylish and unique interiors, and intro-duced promotional logo characters (k-boys)that populate kokomo materials and events

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photography:

by devoting some time and resources toa photography session, we were able to create a series of top quality images whichwere then used in a press kit, to go menu,and on the website

postcards:

are used three ways - as color photographyin the press kit, as promotional giveaways,and on their own as direct mail pieces.one printing price, three applications

1press kit 2business card 3postcard/photography4to go menu/photography 5instore menu pages

1

2

1

3

4

5

Branding for Location. The original Kokomo was tailored to embrace the local population, while drawing Farmers Market tourists in.

Kokomo Farmers MarketConcepting the original Kokomo and brand exten-

sions, with a speculative expansion to Palm Springs.

'Evolv

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from previous page - kokomo teamed up

with pacific theatres forthis ongoing special event

evolv designed this poster tomeet not only kokomoʼs design

standards, but the newpacific theatres at the grove

we developed a frequent diner program for general customers,

as well as a targeted program for employees of the grove

we incorporated an internet contestbased on the frequency cards as well

bus bench advertising

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signage

3D cgi rendering

architecural plan

Branding. Retro, but with a modern humor and sensibility.

Evolution. Freshening the elements for a more sophisticated message.

'Evolv

top

architectural design forproposed new kokomo location in palm desert, ca

tent structure

main building

integrated signage

Expansion Concept. Architectural concept for a freestanding Kokomo expansion into the desert; and an option for a renovated bank space.

'Evolv

next

from previous page - kokomo teamed upwith pacific theatres forthis ongoing special event

evolv designed this poster tomeet not only kokomoʼs designstandards, but the newpacific theatres at the grove

'Evolv

next

interiors,custom furniture,custom fixtures,manifestationsof the brand

used for planningand investor interest

'Evolv

next

interiors,custom furniture,custom fixtures,manifestationsof the brand

used for planningand investor interest

'Evolv

next

space planning and design

Realization. Freshening the elements for a more sophisticated message.

Exterior as Advertising. A prime location offers opportunities to maximize exposure while minimizing expenditures.

Alternative Energy Study. In an ongoing effort to reduce costs and address customer concerns, Alfredo has begun feasibility studies for converting Kokomo to 100% solar energy

Live Well ConceptStarting with a new vision for Eat Well, we as-

sembled a comprehensive, nationwide (potentially global) lifestyle brand concept, encompassing dining (Eat Well), hospitality (Sleep Well), packaged goods, and apparel (Live Well) .

Parts of the text are unfinished as this is a work in progress and is confidential.

We believe in eating well. Drinking well.

Living well. The brand will expand with a

simple set of guidelines. Beyond that, it can

mesh with other retailers, other experiences. A

LiveWell store inside Target. LookWell haircare

available at the Rudy’s in our hotels. DrinkWell

cilantro limeades at your grocery store. EatWell

cupcakes delivered to your door. SleepWell

hotels in Oklahoma, and if you enjoyed your

stay, look through your SleepWell bedding

catalog and take some of that experience

home. Food is life. It begins with EatWell.

BRAND

Many implementations

One brand

Complexit

y

Simplic

ity

Unified presenceacross the board

The UmbrellaLive Well, Eat Well, Sleep Well,

Be Well. Accomodations, packaged food, dining, lifestyle goods, apparel. This is a complex brand model.

The best way to handle complexity is with simplicity. A simple circle. Simple, clear naming.

Wherever the consumer encounters a Live Well element, she will know it is part of the Live Well family.

This consistency is another form of simplicity. An organizing principle of the brand.

Development and context of the trademark.

Brand ModelWe believe that everything can be made better, but not more expensive. Ikea, Muji, even Target, all are models for LiveWell.

• Live well represents a reality that’s a little more fun, a little more funky, but still tied to reality. Tongue in cheek, stylish, and easy.

real life live well life

We believe in the power of design. In mid-century America, going to a coffee shop exalted the customer, made him suave, placed him in an environment. Design can do this. Young designers can use LiveWell as a launching point for their careers. We will keep prices down, not by hir-ing design superstars, but finding young talent, and growing our own.

• Offer compelling designs to take the apparel market by storm.

• Create meaningful jobs, focusing on self-respect and living wage.

• Generate an extension of the Live Well brand for standalone and anchor retailing.

The Brand:Positioning and comparison with national and global trademarks.

Based on Helvetica, modified

Based on Antique Olive, modified

Based on Univers, modified

• Many national and global brands use existing typefaces.

• These have stood the test of time and legibility. They also have a built-in familiarity.

• The Live Well family, rendered in lower case, is more friendly, approachable, and informal.

Mechanics of typography :

The Brand:Development and context of the trademark.

• Bright colors symbolize the sun, happiness and upbeat, within a blue sky.

• Custom type design is recognizeable without the trademark.

• Logotype and trademark work equally well at large, medium, and small sizes.

p.o.p.

• Architectural forms will make unique, brand-specific point-of purchase, both in-store at anchor retailers; and within various LiveWell retail elements.

• Exterior applications use primary logo iteration.

• Interior applications allow for new juxtapositions.

• Packaging and POP can be even more extreme dimensional logo signage

interior and p.o.p

c.1

b.2

c.2

b.3

c.3

• The extended type will be legible from the street or situated in-store. A viewer approaching from the side can still read it easily.

Customized rounded corners create a friendly contrast to sharply defined edges.

full logo type onlylogo only

ApplicationsExterior signage

national/global brand signage

ApplicationsHallmarks of the packaging iterations include:

• Oversized graphical interpretations of the trademark

• Innovative packaging shapes and materials.

• Use of pattern and repetition to make pop-art forms from the logo.

Signage, POP, packaging, rough comps. patterns+ pop art

oversize graphics shapes + materials

ApplicationsHallmarks of the packaging iterations include:

• Oversized graphical interpretations of the trademark

• Innovative packaging shapes and materials.

• Use of pattern and repetition to make pop-art forms from the logo.

Signage, POP, packaging, rough comps. patterns+ pop art

oversize graphics shapes + materials

a.1

a.2

b.1

a.3

marks similar to sleepwell: simple type ortype combined with a simple mark:

values in common withsleepwell:

marks in the same industry, by retail price how sleepwell fits in:

Based on Univers, the typeface is legible, available, and well-drawn.

Unique, reactive

to cultural trends,fashionable

Lower cost motels.Colorful marks canindicate pricing.

Sleepwell will standout from mid-pricedhotels with style,simplicity, and amodern look.

Higher-end hotelsnoted for high design tend tobe simpler. Thesimplicity of the Sleepwell markindicates chic style.

Design leaders.Sensitive tohuman/designinterface.

Design, music,culture, andshopping.

Lower expense,high value.

Simple modifications make it unique: the logotype is more than a font. It has been designed.

The modifications reflect the EatWell concept: something familiar, but with a little extra attention to design, to look-and-feel, to experience.

Venture PhilanthropyA movement variously called “venture

philanthropy,” “social entrepreneurism,” “strategic philanthropy” has adopted techniques that worked well for venture capital firms in the 1990s--mainly, a deeper interaction between giver and recipient and an emphasis on measurable results.

Within the apparel sector, American Apparel has shown the way with conscientious (to a degree) business practices. Live well will build on this idea, making it an evolutionary, not revolutionary step in business modelling.

Built-in marketing and PR synergies, relatively low capital requirements, an innovative “curatorial” approach to the apparel marketplace, will extend and enliven the LiveWell brand onto our customers’ backs and into their hearts.

What is Venture Philanthropy?

Venture philanthropy applies

venture capital strategies to

charitable giving. It focuses

on leadership, innovation,

and engagement with

the marketplace. Venture

philanthropists work in

partnership with the nonprofits

they support to create

sustainable endeavors.

This is the very definition of

doing well by doing good.

Socially conscious investment philosophy has gone mainstream.

SEE ALSO:HTTP://HARVARDBUSINESSONLINE.HBSP.HARVARD.EDU/B02/EN/COMMON/ITEM_DETAIL.JHTML?ID=97207

HTTP://WWW.VPPARTNERS.ORG/REPORT2004.HTML

Business ModelA movement variously called “venture

philanthropy,” “social entrepreneurism,” “strategic philanthropy” has adopted techniques that worked well for venture capital firms in the 1990s--mainly, a deeper interaction between giver and recipient and an emphasis on measurable results.

Within the apparel sector, American Apparel has shown the way with conscientious (to a degree) business practices. Live well will build on this idea, making it an evolutionary, not revolutionary step in business modelling.

Built-in marketing and PR synergies, relatively low capital requirements, an innovative “curatorial” approach to the apparel marketplace, will extend and enliven the LiveWell brand onto our customers’ backs and into their hearts.

What is Venture Philanthropy?

Venture philanthropy applies

venture capital strategies to

charitable giving. It focuses

on leadership, innovation,

and engagement with

the marketplace. Venture

philanthropists work in

partnership with the nonprofits

they support to create

sustainable endeavors.

This is the very definition of

doing well by doing good.

Socially conscious investment philosophy has gone mainstream.

SEE ALSO:HTTP://HARVARDBUSINESSONLINE.HBSP.HARVARD.EDU/B02/EN/COMMON/ITEM_DETAIL.JHTML?ID=97207

HTTP://WWW.VPPARTNERS.ORG/REPORT2004.HTML

Influences/ApproachWardrobe Remix and Cultural Soup

• Elsewheres, Etsy, Wardrobe remix.

• Bullet 2. Kasd quidam ut eos, mel in dico scriptorem necessitatibus.

• Bullet 3.Cum ei tantas suavitate, cu mei nominavi posidonium. Cu quando semper eum, eu natum sonet

Retail StudyUrban Outfitters and cultural soup

• Bullet 1. Cu tempor habemus has, id eos homero fabulas.

• Bullet 2. Kasd quidam ut eos, mel in dico scriptorem necessitatibus.

• Bullet 3.Cum ei tantas suavitate, cu mei nominavi posidonium. Cu quando semper eum, eu natum sonet

Cu tempor habemus has, id eos homero fabulas. Kasd quidam ut eos, mel in dico scriptorem necessitatibus. Cum ei tantas suavitate, cu mei nominavi posidonium. Cu quando semper eum, eu natum sonet munere pro, no eos amet augue sententiae. Id ius velit audire. In duo novum harum aliquid, mea everti lobortis conclusionemque

we believe life is for living

dining elementretail/pkg foodelement

retail/pkg foodelement

How the elements fit together under the Eat Well umbrella Live Well elements can be implemented in other settings

dining element

hospitality element

retail element

3rd partyanchor retail

3rd partyanchor retail 3rd party

dining

sleep well- interior room

sleep well- drink well sleep well- entry foyer

sleep well- exterior

Other ConceptsStarting with a new vision for Eat Well, we as-

sembled a comprehensive, nationwide (potentially global) lifestyle brand concept, encompassing dining, hospitality, packaged goods, and apparel.

Parts of the text are unfinished as this is a work in progress.

Big Al’s Oyster Bar concept. New Orleans style café, focusing on fusion cajun cuisine and raw bar.

T H E

B I L L I A R D S C L U B

T H E

B I L L I A R D S C L U B

crepe company

Various Concepts. Including a private mens club for billiards, a quick-serve but high-fashion crepery, and a Wagamama-style noodle house.

tabletop console is: primary functions

specialty functions

restaurant menuweb browseremail clientmp3 jukeboxadvertising venue

chat center fordate night promotion

game console for interactive events

The First Café of the Internet Age An automat for the new millennium; an ultra-hip breakfast, lunch & dinner spot for technophiles, a cutting-edge destination restaurant with an Internet/ Technoculture theme. Customers will be greeted by a host and seated at tables with integrated Internet terminals and an interactive menu screen on display. Once the order is placed over the network (linked directly to the kitchen), the customer can check email, surf the web, and shop online until the meal arrives courtesy of a waiter. @ Your Service keeps people in the mix: you won't be swamped by the technology, just dazzled.

tabletop console is: primary functions

specialty functions

restaurant menuweb browseremail clientmp3 jukeboxadvertising venue

chat center fordate night promotion

game console for interactive events

The First Café of the Internet Age An automat for the new millennium; an ultra-hip breakfast, lunch & dinner spot for technophiles, a cutting-edge destination restaurant with an Internet/ Technoculture theme. Customers will be greeted by a host and seated at tables with integrated Internet terminals and an interactive menu screen on display. Once the order is placed over the network (linked directly to the kitchen), the customer can check email, surf the web, and shop online until the meal arrives courtesy of a waiter. @ Your Service keeps people in the mix: you won't be swamped by the technology, just dazzled.

At Your Service. A fully wired entertainment eatery: featuring social gaming and tournaments, integrated social media, and a new millenium wired take on the automat.

fiber optic lighting in swirling, animated patternscan also be modified to present words and messages

high ceilings, huge windows, and retro styling,updated for the millenium

extra-wide, power assist door makes guests feelabundantly welcome and is ADA compliant

sculptural awning is awork of art in itself

full-height French doorsare built for al fresco dining

awning top

banquette

booths

counter seating

frenc

h do

ors

giant video screen for internet and video game events

Baja Fresh. Brand update - this program was put on hold after the purchase by Pepsico.

Brand ConsultingAlfredo has worked with other dining establis-

ments to refresh their brands and operations.

GRAY FINISH ON WOOD FLOOR

LIGHTS TO CAST DANCER SHADOWS ON DOOR AREA

DANCER POLES

DRINK RAIL

100” HD VIDEO

PROJECTION VIDEO WITH FABRIC SCRIM SCREEN

LCD MONITOR MENU

GLASS OR MATTE BLACK SUBWAY TILE

GLASS OR MATTE BLACK SUBWAY TILE

REGULAR MIRROR, WRAPS AROUND BARBACK AREA

SMOKED GLASS MIRROR, TO HEIGHT OF MAIN VIDEO SCREEN

SMOKED GLASS MIRROR, TO HEIGHT OF MAIN VIDEO SCREEN

55” MONITORS IN SCONCE

REGULAR MIRROR, WRAPS AROUND BARBACK AREA

DARKER COLOR STEEL TILE

1.

RevolverRestarting the West Hollywood institution. New

technology, but the same concept of fun.

LOFT STYLE OVERHANGING LIGHT FIXTURES

WELDED STEEL TUBE SUPPORTS WITH GLASS SHELVES - VERY MINIMAL

BARRIER FROM DRINK RAIL

RED ACCENT ON BAR FRONT, TABLE EDGE, AND DRINK RAIL

MAIN LIQUOR SHELVES3 ROWS, WITH CYLINDER SHOWING 17” BOTTLE WITH POURER

Interior design concepts and exterior gate. Maximizing impact with a minimal budget.

REGULAR MIRROR

SUBWAY TILE

SMOKED MIRROR SEAMS, FOR BALANCE AND PROPORTION

DANCER POLES

SOLID RED DRINK RAILInnovative full

motion video in the bar surface.

Realization