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Student Work – Mark Johnson

January 6, 2011 | 9 Comments

Designed by Mark Johnson | Country: United States

“One of the five in-store brands living inside of Best Buy, Dynex has had an aesthetic following that looks like it fell out of 1989. Looking to revitalize the Dynex brand, I decided to start from the ground up, using an iso-grid as a foundation. In order to revitalize the brand I introduced a new logo as well as new reduced packaging, which contains large and easily identifiable technical drawings.”

Comments

9 Responses to “Student Work – Mark Johnson”

  1. Kendrick
    January 6th, 2011 @ 3:36 pm

    love the color & subtle diamond pattern on these… nice work!

  2. Falatio
    January 7th, 2011 @ 9:31 am

    In order to revitalize the brand from the ground up to bring it out of it’s current 1989 aesthetic, you’ve successfully brought it back to look like it belongs in a hardware store from 1962. One color, no photography, and an unreadable logo. Sorry I’m in a foul mood.

    I think it looks good but would like to know the logic.

  3. Sean
    January 7th, 2011 @ 1:03 pm

    Sorry, I have to agree with Falatio. It looks like this is even more dated than their current packaging. It’s a nice homage to an old style, but isn’t appropriate for the client or the target demo.

  4. Jon
    January 7th, 2011 @ 1:51 pm

    Sean, I have to disagree with what you said about the packaging not being appropriate for the client or target demographic. As someone who has worked in a consumer electronics store, I would say the #1 requirement of people coming in looking for computer cables is knowing what the right product is based on the way it looks. They want something simple that shows them exactly what they’re getting. Maybe you’re technologically inclined, but 90% of the people who need cables aren’t.

  5. Doug
    January 7th, 2011 @ 8:49 pm

    I worked with Mark briefly at a large retail computer store a while ago, and he does indeed know what customers ask for when shopping for cables and connectors. If customers can’t see the ends of the cables (or what they connect to) inside the packaging, they will not hesitate to open it up in the store. The box design is great.

  6. pau
    January 11th, 2011 @ 12:16 am

    I am concern about the new fresh look you are giving to this brand. As some people have already said, this design is not contemporary as it should be. It looks retro design.
    Maybe I have misunderstood your explanation.
    Explain yourself Mark

  7. Mark Johnson
    January 12th, 2011 @ 1:22 pm

    Hey everyone, thanks for all of your feedback. i have a more in depth process and explanation on Brand New Classroom. Hopefully that answers the questions you have. If not just reply and I’ll answer any other ones you’ve got.

    Thanks again for your feedback though.

  8. Mark Johnson
    January 12th, 2011 @ 1:22 pm

    Sorry I forgot to post the link, this has more of my process work.

    http://www.underconsideration.com/brandnewclassroom/archives/dynex_by_mark_johnson.php

  9. Nick
    October 24th, 2011 @ 2:48 pm

    I did not know Dynex was revitalizing their brand. Ill have to check them out the next time im in BBUY.

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