MFA Graduate Research Project | Josh Samolewicz, CerealOMatic
“You cannot swim for new horizons until you have the courage to lose sight of the shore.” – unknown origin. This quote captures the essence of the realization that overtook Joshua Samolewicz in the Spring of 2023 when he decided to return to Kutztown University to earn his Master’s degree in Communication Design. With the unwavering support of his family, Josh dove headfirst into what would be one of the best decisions he ever made. Working full-time as a Creative Manager at Turkey Hill while helping raise two teenage girls, Josh faced no shortage of challenges. Yet those demands ultimately deepened his dedication to the program. Because of the mentorship of his professors and cohort, Josh has grown beyond a creative professional, leveraging personal history and passions as the basis for many of his project themes. Josh hopes to bring his unique perspective to a university classroom.
Josh‘s thesis examined nostalgia as a multifaceted marketing strategy, exploring how brands across industries leveraged sensory cues, retro design, and shared cultural touchpoints to forge emotional connections with consumers and drive purchase behavior. Real-world examples ranging from Levi’s heritage denim and Kraft Mac & Cheese to Polaroid cameras and vinyl records illustrated how well-executed nostalgia marketing transcended generations and reinforced brand identity. Drawing on this research, Josh developed a concept rooted in one of his most cherished childhood rituals, eating cereal, and envisioned a vending machine experience that went far beyond a simple snack transaction. The concept offered consumers a wide variety of cereal options and milk pairings, tailored to individual tastes and dietary preferences, wrapped in an environment designed to be shared, discussed, and remembered. Grounded in a 1950s nostalgic theme, the machine’s visual identity drew inspiration from mid-century modern kitchen appliances, using calming color palettes, familiar shapes, and modern accents to create an atmosphere that felt both familiar and fresh. Josh brought the concept to life through a polished physical mock-up, complemented by a digital touchscreen navigation with character animations, a milk dispenser station flat, and a fully realized dining environment. The finished project translates a deeply personal passion into a meaningful and memorable consumer experience.
Character Design and Branding
More Work by Josh
OBEY, Inspired by Shepard Fairey:
I designed a shoebox packaging concept that champions the conservation of land, water, air, and wildlife. Each panel of the structure draws inspiration from Shepard Fairey’s iconic style—bold colors, striking silhouettes, textured layers, and provocative messages that ignite a passion for protecting our planet.
Unconventional Type:
Using the metal powder, I first established a general form, then manipulated the paper’s movement to produce an organic transformation influenced by the magnet’s field. With a plastic knife, I carefully shaped the material into recognizable letterforms—an experience that felt almost archaeological in nature.
Chronicles of Rock:
This project has re-awakened some very fond memories of my childhood and early adult life. In many ways, the music served as a memory exercise for my brain to visualize past experiences, focusing on any and all details I could remember. The more I recalled those details, the more exciting the layouts became.
View Josh’s full portfolio here.
