2004 AIGA Medal Joe Duffy

Joe Duffy
Joe Duffy
Recognition
2004 AIGA Medal
Born
1949, Minneapolis, Minnesota
Recognition
2004 AIGA Medal
Born
1949, Minneapolis, Minnesota
Joe Duffy
Recognition
2004 AIGA Medal
Born
1949, Minneapolis, Minnesota

Joe Duffy is a much-admired creative director and an expert in branding and design. When he started Duffy Design in 1984, in association with creative advertising agency Fallon Worldwide, he broke new ground for the collaborative integration of branding and design with advertising.

A native of Minneapolis, Duffy is a graduate of both the University of Minnesota and the Minnesota School of Art where he studied fine art and painting. In his first job he made exploded-view technical drawings of engines and generators for a manufacturing company. Then, in 1975, Duffy established his own illustration and design studio, catering primarily to Minneapolis advertising agencies. From 1980 until 1984, with four other partners, he ran an advertising agency.

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The brand identity for Basin, a bulk bath products store that offers bath soap by the slice, designed by Joe Duffy, 1998.

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Brand identity for Classico pasta sauce, that reinterprets commercial art from the 1940's and 1950's, designed by Joe Duffy, 1986. The line was then extended to include new sauces featuring the recipes of three Italian regions. The designs of the packaging feature the primary flavor elements of each sauce.

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A new identity for Diet Coke, designed by Joe Duffy, 1994.

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Brand design for Nordstrom in-house café, designed by Joe Duffy, 2000. Duffy created the identity system and partnered with the architectural team to integrate the system throughout the environmental design and all of its applications.

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Re-branding for International Truck and Engine Corporation, by Joe Duffy, 1999-2002. The new identity was applied through all marketing communication elements from stationery to dealership design.

Duffy's work includes brand and corporate identity and design development for leading global companies such as BMW, Coca-Cola, McDonald's, Starbucks and Sony. His understanding of how design affects consumer attitudes has led to many big ideas executed in advertising as well as design. He has guided the design component of significant integrated programs for EDS, The Islands of the Bahamas, Qualcomm, Whirlpool, Jim Beam Brands, Nuveen Investments, International Trucks, and Nikon.

Duffy, who holds a firm commitment to environmentally responsible design, has served as chairperson of an AIGA Environmental Committee. He has also served on the boards of AIGA, the College of Visual Arts in St. Paul, MN, and the Minnesota State Arts Council. He was recently nominated to the Board of Directors of The One Club, the first designer ever to serve in that capacity.

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Package, bottle, secondary packaging, and collateral materials design for Jim Beam Small Batch, designed by Joe Duffy, 1996.

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(top) A communications system extending from identity to packaging to point of sale to menu boards to advertising designed by Joe Duffy to support the launch of McDonald's new sandwich, 1995. (bottom) An identity designed by Joe Duffy to communicate the multiplicity of Bahamas island destinations and their unique personalities, 2003.

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Re-branding for Minute Maid line by Joe Duffy, 1995.

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Brand design for Smart Start, a Kellogg's breakfast cereal product, designed by Joe Duffy, 1998

In the fall of 2004 Duffy will release his first book, Brand Apart, which discusses more than a dozen of the most recognized and effective integrated marketing communications programs from the past decade. A collection of his original oil portraits will be exhibited at the College of Visual Arts Galley in July 2004.

In 2004 Duffy founded Duffy & Partners as an independent company to be a new kind of branding and creativity company partnering with clients and other agencies in all communications disciplines.

“Duffy Design has withstood the winds of fashion, the elitism of the design industry, the economic recession, the creative recession and the consolidation of what was an industry of individuality. Today, Duffy remains a premiere problem-solver for brands with a future.”

—John C Jay, Co-Executive Creative Director, Wieden + Kennedy, Tokyo.

 

Tags AIGA Medal branding Biography