33758 Cornelissen Dr.
Sterling Heights, Michigan 48312
palooidesign@comcast.net
586 604 7542
www.palooidesign.com
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Portfolio
resume
Experience
Palooi Design Inc.
07/ 2010 - present
EWI Worldwide
12/ 1995 - 12/ 2009
H.B. Stubbs Company 07/ 1990 - 12/ 1995
Clients
Foot Locker
IAG Coffee Shops
Skills
Form-Z , SketchUp, Photoshop
Perspective sketching
Fiat
Education
Duty Free Americas
CCS College for Creative Studies 12/1989
245 E. Kirby, Detroit, MI 48202
BFA in Industrial Design with emphasis in Interior and
Furniture Design
Dana Interior displays - ASG Headquarters, Toledo
Dana Exhibit - IAA Frankfurt Motor Shows
Volkswagen - Verizon Center, Washington D.C.
The Glass Gallery Showcases - Greenfield Village,
Dearborn
Affinia Lobby - Ann Arbor, MI
Buehler Motor Lobby & Display Room - N.C.
Volkswagen Museum Conference Room - Auburn
Hills, MI
Mt. Clemens County Bldg. Showroom Displays - MI
Exhibition for Temple Beth El - Birmingham, MI
Subaru Auto Shows
L3 Avionics exhibits - Orlando, FL
Lincoln Mercury Auto Shows
Porsche Auto Shows
The Detroit Zoo Aquarium
Mitsubishi Motor Co auto shows - NAIAS
Dominos Farms
Carhartt retail fixtures
Gore Military Fabrics exhibits
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pov
.
.
.
point of view
The examples of work I’ve chosen
to focus on tend towards what I
believe to be the kind of thinking
that is needed in today’s market.
As Daniel H. Pink puts it in his book A Whole New Mind, the 20th century ushered in the Industrial
Age which in turn gave way to the Information Age. We are in the midst of a transition from
the Information Age to a Conceptual Age. Affluence, technology and globalization is sending
Knowledge Worker jobs to Asian companies that can do them cheaper. Today more than half of our
Fortune 500 companies outsource production of computer software to India. Companies like GE,
Home Depot, Nokia, Sony JP Morgan Chase and Philips are among them. Research in the fields
of law, prescription drugs, engineering, etc are also being done cheaper overseas. Even California
Architects are farming out blueprint drawings to Architects in Hungary.
As U.S. companies outsource more and more routine work, American design firms must capitalize
upon the things that differentiate their customers from the competition. Certainly, the importance
of brand marketing and telling a great story is not new to the Design Community, but we are now
in a market in which survival depends upon how to best use the tools of the Conceptual Age. The
good news is that American companies have an obvious advantage over foreign companies in
understanding and empathizing with our own people and culture.
The Design / Architectural firms
that will succeed in this transition
from the Information Age to the
Conceptual Age will be the ones
that excell in the following areas.
The use of these five word/ideas
comes from Mr. Pink’s book,
which I highly reccomend to all
designers. I didn’t add the sixth
word (Design), because we all know
that great design is to be expected.
Empathy - empathize with the customer’s experiences
Story - tell stories that are easy to understand
Symphony - pull it all together and create multiple touch points
Play - use play often, as a means of learning
Meaning - identify with greater purpose and spirituality
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DANA ASG
Dana Automotive Systems Group Corporate Headquarters, Toledo, OH
Technical Displays for the Facility and Lobby
Designed while employed with EWI Worldwide
story
Sometimes the canvas and customer directives are simple and direct. The displays needed to
work like a room divider between a sea of office cubes and the main hallway into the facility.
Create a Hi-Tech Impression with flexibility to change, utilizing quality materials Four
automotive systems groups are presented on graphic panels that can hang at any location along
the glass backgrounds via stainless steel brackets. LCD touch screens allow for an in depth look
at each particular group.
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DANA ASG
Dana Automotive Systems Group Corporate Headquarters, Toledo, OH
Technical Displays for the Facility and Lobby
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Infiniti
North American International Auto Show proposal
Designed while employed with EWI Worldwide
Intensity Captured is expressed as an
intense red zone in which we have an elevated
view of the concept car from behind the angled
turntable.
Line speed The lines on the road move
across the floor, the ceiling scrims and down the
blue video wall framing the concept car.
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Infiniti
North American International Auto Show proposal
Animated 2-D wall - Triangular shapes
articulate to express the movement of a
passing car.
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Infiniti
North American International Auto Show proposal
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DANA
Dana Corporation
IAA Motor Show, Frankfurt, Germany
Designed while employed with EWI Worldwide
What do Dana’s five automobile systems have
in common with a piano?
Dana had to make a decision about whether to debut at the Frankfurt Motor Show to enhance it’s
European business. As design lead with EWI Worldwide, I sought to come up with a story that would
present a unified, well structured company in a way that would appeal to the European customers.
Dana represents the pianist that manages it’s five vehicle systems aka business groups: Engine, Transmission, Driveline, Architecture and Chassis. Dana The piano also has five systems: Keys, Hammers,
Strings, Frame and Pedals.
As the pianist provides energy and emotion with the control systems of the piano, so Dana provides cohesiveness through the integration of the five vehicle systems.
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DANA
Dana Corporation
IAA Motor Show, Frankfurt, Germany
story
Engine = Piano Key
The keys on a piano act like a vehicle’s engine. The keys take energy
(in his case from a human being) to create the required motion needed
to produce an output. Keys have a distance that they travel up and
down (stroke) energy, much like the pistons in a car have a stroke. The
pressure and speed of the strike directly corresponds to the output
sound.
Transmission = Hammers
Hammers on a piano transfer energy from the keys to the strings, like
the transmission in a vehicle transfers energy created by an engine’s
pistons to the driveline. The hammers act as the very crucial link
between input and output energy. The hammers move up and down,
striking the string with either a lot of force or a little force depending on
the users action.
Driveline = Strings
The strings on a piano are what the sound is derived from. The strings
transfer the energy from the hammers into what we perceive as sound.
The motion of the string bouncing back and forth at some frequency
give us our end result sound, in the same way that a driveline transfers
energy from the engine to the wheels to give a car motion.
Vehicle Architecture = Frame
The frame of a piano is what carries the load or tension on the strings.
It must be strong enough to consistently endure vibration and 18 tons
of tension from strings tied to an average of 230 keys. That’s about
160 pounds per key! Grand pianos can have up to 30 tons of tension
across the frame.
In the same way that a vehicle’s frame gives it strength and support, Dana’s ultra lightweight frames can handle the continued rigors
and stress caused by daily road travel.
Chassis = Pedals
The pedals of a piano control the vibration and ultimately the sound. A
piano’s pedals have a mechanism that applies direct pressure to the
strings to let them resonate a little or alot. Similarly, the road handling
mechanisms and brake system respond to pedal pressure to yield a
desired result. 10
DANA
Dana Corporation
IAA Motor Show, Frankfurt, Germany
symphony
We used building blocks to unify multiple companies within the five business
groups under the Dana umbrella. Companies like Spicer, Victor Reinz, Perfect
Circle, Long and others, some of whom
have been in business since the turn of
the twentieth century.
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Five video cameras attached to the
acrylic piano delivered live video to the displays. You could see the pianist’s fingers
hitting the keys.
DANA
Dana Corporation
IAA Motor Show, Frankfurt, Germany
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symphony
More Touch points The partnering Ad agency followed our story board
lead in producing a Pre-show advertisement.
A video Animation of the folding box was used on the touchscreens.
DANA
Dana Corporation
IAA Motor Show, Frankfurt, Germany
music to their feet
Recognizing that by the time attendees finished seeing all of the
cars in all of the seven Halls that make up the World’s largest Auto
Show, we made sure to give their feet a rest here in the supplier
Hall. Dana greeted them with great music, comfortable seating and
plenty of drinks and hors d’heuvres. We also provided fun piano
facts at the tables, translated in English and Deutch.
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DANA
Dana Corporation
IAA Motor Show, Frankfurt, Germany 2 years later
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The Piano becomes a Keyboard
The product building blocks are also reused from the previous
show. Emphasis on Hospitality also remains strong.
RME
River Music Experience - Davenport, Iowa
Music Museum Proposal
Designed while employed with EWI Worldwide
empathy
The Davenport City Council invited us to spend a couple days listening to what community
members had to say about the vision for RME. They want Davenport to be a prominent musical
attraction for the “Tri-Cities” and for the Nation by focusing in-part on it’s heritage as a stopping
point up the Mississippi River. We Immersed ourselves in the vast collection of music and
history dating all the way back to the late 1800’s.
Playing well together Collaborating functions in the building include Mojo’s Coffee bar and a
an independent restaurant at street level, proposed music recording studios underground and
the Redstone Music Theatre which shares the second level with the museum space.
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RME
River Music Experience - Davenport, Iowa
Music Museum Proposal
play
Community CD wall Visitors are invited to draw pictures, words or have their photo taken and
applied to a CD. Don’t miss the music celebrities who also took the time to play.
bipbip bopp dity beep
These words embellish the red ribbon that threads the entire museum together.
living sheet
of music
The sounds of an old collection of trumpets, saxaphones, french
horns, clarinets and flutes highlighted with lighting is activated as
we ascend the stairs.
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RME
River Music Experience - Davenport, Iowa
Music Museum Proposal
the seed
Inside of what looks like a giant seed from the outside, a collection of wagon wheels, horse shoes and
bridles, old suitcases, bicycle tires and banjos are given the sounds they knew 100 years ago. We hear
people shouting at the dock as the the great smoke stacks of a steam boat bellow. A departure whistle
prompts the band to take up Mississippi river songs that will continue through New Orleans, Baton Rouge,
Memphis, St. Louis, Davenport and St. Paul. On a polished brass ribbon we find the following inscription:
Our story begins as a seed that represents the multi-cultural music dynamic that began in the late 1800’s.
“In New Orleans people sang British folks songs, danced Spanish dances, played Fench dance and ballet
music, and marched to the strains of brass bands based on Prussian and French models. In many churches
could be heard the hymns and chorals of the Puritans and Catholics, Baptists and Methodists-and mingled
with all these sounds were the “shouts” of the black street vendors and the black dances and rythmns.
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RME
River Music Experience - Davenport, Iowa
Music Museum Proposal
mississippi river
The seeds of early musical influences sprout along the
mississippi. A reel-to reel projection of children dancing
adds authentic flavor to the time period. Stalks actual record
albums mix with cotton graphics.
“Just as a woman suffers to bear a new creation, mankind
chooses to find strength from his maker in order to cope
with the challenges of the day. He sings work songs to ease
his burden and contest injustice. He sings songs of praise to
celebrate moments of inner freedom. He sings and dances
for fun with his friends.
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RME
River Music Experience - Davenport, Iowa
Music Museum Proposal
steamboat
This metaphorical interpretation of a steam boat provides a steering wheel menu
of videos depicting the major cities along the river then and now.
Beyond the Mississippi As the silty muddy waters of the South become green in the North, so is the color transition from early musical roots to the
vast modern growth. Stacks of record albums categorize musicians known for particular music styles. Search the menus and discover ties between
Moby and the Blind Boys of Alabama, between Miles Davis and Bix Biederbeck and between Bob Dylan and Woody Guthrie.
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RME
River Music Experience - Davenport, Iowa
Music Museum Proposal
bix biederbeck
River boat music and the Quad Cities
Local favorite Bix Biederback used to sneak onto the steamboats against his
parents wishes just to hear the caliope and the black bands. He became a very
prominent musician in Chicago and is one of the local favorites featured here.
At night, the glowing red space is highly visible through the front windows of the
RME building.
L3 Communications
40’ x 50’ booth at NBAA National Business Aviation Association, Orlando, FL
Designed while employed with EWI Worldwide
auto show look
L3 asked for an “Auto Show look” as an upgrade from their previous tradeshow booth. We used a proven paint finish that Lincoln Mercury also
uses in major auto shows. The black paint is similar to a semi-gloss paint finish, but has a reduced reflectivity giving it a softer look.
To keep set-up simple and time efficient, we glued aluminum u-channels directly to thin diebond panels which hung on a raw aluminum frame.
Vinyl line work depicts numbers and icons commonly seen in cockpits.
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L3 Communications
40’ x 50’ booth at NBAA National Business Aviation Association, Orlando, FL
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Small cock-pit instrumentation needed
something with punch, so we framed them
with beefy conical shapes.
At an overall 20’ height, the frosted white canopy is very
prominent in the Show Hall and sets-off well against the
dark background.
L3 Communications
40’ x 50’ booth at NBAA National Business Aviation Association, Orlando, FL
L3 produced a new screen technology that replaces a majority of the instruments and
gadgets we typically see in a cockpit. The larger-than-life display of a new cockpit
screens was revealed to the industry by L3’s President.
play
Attendees were given the opportunity
to test the new system for
themselves.
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Exhibit Works
30’ x 40’ booth at the Exhibitor Show, Las Vegas
Designed while employed with EWI Worldwide
living room
We used comfortable, earthy materials to help make
the the space feel like a living room. Graphics were
printed on fabric attached to aluminum frames that
hung from truss.
Prior to the show we offered attendees the
opportunity to sign up for one hour design sessions
during which designers produced ideation sketches
to help identify their needs.
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Exhibit Works
30’ x 40’ booth at the Exhibitor Show, Las Vegas
coody catcher
Breaking the ice with a very familiar paper interactive was perfect. We asked visitors
to select a color and a number which revealed a dollar amount that EWI would
match for the Make-a-Wish Foundation which decks out hospital rooms for children.
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Approximately 250 people signed the
Make-a Wish donor wall.
wishes
On the subject of wishes, visitors selected stickers from
the copper pot that best represented their own aspirations
and wishes which we applied to their Coody Catcher.
Naturally, discussing their wishes also led to further
dialogue about their desires in regard to exhibit design and
potential partnership.
snapshots
additional projects
Mitsubishi at NAIAS / EWI
Wake Up and Drive
The collaborative efforts of three
designers established a design approach
that became a benchmark for the Design
department.
Exhibit Works at Shanghai / EWI
Compliment the traditional
architecture
A minimalist approach to structure, with
a punch of red was all that was needed
for this very ornate interior.
Porsche North America / EWI
Melding European simplicity with
American flair
A German exhibit influenced horizontal
banding on the office structure as well as
angled platforms and material choices.
A scale model of the display helped
cement the account win.
VW at the Verizon Center in D.C.
/ EWI
Jetta TDI Victory Box
Volkswagen promotes it’s Jetta
TDI Clean Diesel vehicles by
promoting their cars and driver’s
winning performance on the race
track. Lincoln Mercury Auto Show / EWI
Distinct Brothers
This archway was produced as the new
centerpiece for Lincoln Mercury’s B and
C-kit shows. The approach was to unite
the brands in a common space and still
maintain some visible brand distinction.
The Lincoln logo is on a semi-gloss
automotive black paint bordered by metal
trim and a wood frame, while the Mercury
logo has a matte finish field and breaks
out of the frame with metal support.
Exhibit Works at Exhibitor Show Las
Vegas
The “Studio” approach to designing
for our customers
Select peel & stick images that represent
your likes and aspirations and combine
them with your self portrait which we’ll
place in a 2 inch acrylic cube as a
memory of how we will get to know our
customer before we move forward with a
design proposal.
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Affinia Lobby, Ann Arbor / EWI
How to remedy the unusual
carpet inlay The carpet inlay
literally started at the entrance and
ended at the corner of the office
doorway. We followed it uup with
paaint on the wall and overlayed it
with Affinias products and story.
An angular panel supported the
logo in front of a glass block wall.
Fortunately, the existing recetion
desk tied right into this look.
The Glass Gallery, Greenfield Village,
Dearborn / EWI
Have a beer in a hand made glass
The Henry Ford wanted to immerse
visitors with a vast collection of glass
used by common folk in the pre and
post Industrial Revolution.
At the same time, you could stop in
with your family for a snack and a beer
on hot summer day.
snapshots
additional projects
General Motors, Chevrolet / EWI
DC powered Chevy Volt concept car
displays
Spreading Volt Awareness
Spread awareness in Dealerships, Malls,
Sporting Events and Airports via Internet
downloading stations, a recharge tower
and three different interactive displays.
Foot Locker / JGA
New retail concepts
Developed new facade, proposed a
unique injection-molded shelving system.
Developed feature display. Modeled and
rendered entire store.
Mural - My Son’s Bedroom
AMEX Holiday Member’s Lounge
proposal / EWI
Rest those tired dogs
American Express Holiday Stores
operate for two months of the
year as a convenient shopping
getaway at the mall.
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Saab, NAIAS proposal / HB Stubbs
Find your own road Saab’s Ad Agency
lead a very unorthodox approach for
a company driven by a Jet Engine
performance heritage in Europe. Ads
depicted fluffy moving cartoon clouds and
whimsical characters. Proposed blowing
cloud shapes could be animated by hand
and wind power. We sought to take the
car out of Auto Show context by placing it
in a fabric cloud reachable by a bridge.
Schembechler Hall proposal / EWI
University of Michigan
The real thing
While you’re waiting to see the coach,
enjoy some highlight videos framed by
the Team Captains and in company with
the wolverine.
Dodge
North American International Auto
Show proposal / EWI
Hemi (Thunder) Experience Two
teams of cyclists race for best MPH.
Their RPMs are visually expressed
on an overhead LED wall as pistons
in in an engine. The winning team
causes a brilliant ball of light to burst
from the engine and race across
the LED wall. When it reaches the
concept car it flashes like lightening
inside of the red fabric clouds.
Dominos Farms 50th Birthday Rally
proposal / EWI
Pizza Piazza
This is the grand focal point for 6,000
Dominos employees representing
8,000 plus stores in 60 markets.
They’re coming to celebrate 50 years
with the largest Pizza company in
the world.
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palooidesign@comcast.net
586 604 7542