client · nsg solutions type · identity, business plan & marketing campaign software · illustrator, indesign& photoshop typefaces · avenir next & sabon objective · develop an identity for a new business or product line, create products and marketing materials visually related to the new identity & highlight the potential of sustainability and biomimicry in both the business system and product line
nsg solutions is my most difficult & comprehensive project yet, manifested in my final semester of the graphic design program. The project included design of fabric, logos, packaging, infographics, marketing material & a business system, as well as financial projections, costs & business objectives. My product line & designs are inspired by the look & benefits of Pacific sea kelp, and my business focused on raising awareness of the potential of kelp as a renewable biofuel energy source.
new american music festival
client · csus department of music type · poster software · illustrator & indesign typefaces · avant garde gothic objective · create a 16 in by 20 in poster promoting the upcoming Festival of New American Music at Sacramento State, including the entire festival’s schedule and list of featured performers; the poster also must feature original artwork relating to the festival
The original artwork I created is bold & dynamic, much like many of the featured artists’ pieces; there is a stark contrast between the horizontal thick shapes and the thin shapes cascading like music notes. There is a feeling of motion. I repeated the shapes and spaces from the front design onto the back information page, implementing & breaking the grid in a dynamic way.
client · ‘tis tv network type · commercial/bumper software · after effects & illustrator typefaces · geared slab objective · create a 15-30 second “commercial” for a fictional tv commercial completely in after effects
The television channel I created was called ‘tis tv, with 24/7/365 holiday season programming (‘tis the season). After extensive research and brainstorming, I landed on the concept focusing on the juxtaposition of other American holidays with Christmas. I created a competition of sorts, with the holiday themes, objects and imagery “winning” every time. The music I selected creates a sense of energy and excitement that increases when the juxtaposition is presented.
midsummer night's dream
client · local theatre company type · series of postcards software · indesign & photoshop typefaces · lavanderia & gill sans objective · create a series of postcards for a theatrical performance using original photography of handcrafted paper forms
The play I chose was William Shakespeare’s A Midsummer Night’s Dream, so the objective was to convey a dreamy, trancelike state, highlighting the elements of love and playfulness. I photographed backlit tissue paper to get an ethereal quality, and paired it with red and purple gradients, to emphasize the lust, romance and jealousy the players exude, and yellow to highlight the playfulness of the fairies who propel the storyline.
client · csus department of music type · series of posters software · indesign typefaces · futura objective · create a series of posters for the documentary, “Urbanized,” each adhering to strict parameters as an experiment in typography
The Urbanized posters are part of a typography experience, where varying constraints were placed on the contents, in areas such as typeface, font families & type size. Strict parameters in layout, such as radial, angled & random compositions were also examined. In total, over 50 experiments were created.
oak park farmers market
client · neighborworks sacramento type · marketing campaign software · indesign typefaces · abraham lincoln & futura bold objective · create a system for the kick off of the small farmers market in Oak Park that would eventually include fliers, postcards, web banners, etc
This project relied heavily on some amazing images of the fruits, vegetables & crafts offered at the Oak Park Farmers Market, paired with a simple hierarchy. The simple hierarchy & calm yet refreshing color palette allowed for the photography to take main stage. There were many sponsors & contributors to the project, so the layouts are clean to avoid clutter.
client · csus department of music type · poster software · illustrator & indesign typefaces · avant garde gothic objective · create a book cover (front, back & spine) and selected interior pages for a book of choice
The book I chose was Catch-22 by Joseph Heller, an extremely refreshing, unexpected dark comedy about World War II. My design emphasized the two important themes of censorship and confusing, backwards logic. The background texture is an abstraction of bandages that obstructs certain words & elements. Certain words & elements are flipped backwards, to give the audience a pause and moment of confusion that is experience both by the reader and the main character, Yossarian, throughout the story.
water: essence & potential
client · csus department of art type · marketing campaign software · indesign typefaces · bembo & gill sans objective · create a small system for the upcoming art gallery showing, featuring works of art from 4 artists centering on the theme of water
A small marketing campaign was needed for the gallery showing: a simple poster, postcard & digital banner. I focused on the small details of the artist’ works, never showing a full piece, but cropping closely on the textures instead. An orange and blue complementary palette developed naturally from the earthy and watery colors of the artists’ pieces. Using the rectangle bar crops of the artwork allowed me to effectively showcase each artist equally, and create an interesting grid that could be manipulated for each separate marketing piece.
client · csus department of theatre & dance type · marketing campaign software · indesign & photoshop typefaces · bodoni & futura objective · develop marketing materials for the university’s production of Robin Hood, aligning with the director’s vision and the university brand guidelines
Similar to the art gallery showing, the director requested a small marketing campaign for the Sacramento State production of Robin Hood: poster, postcard, digital banners, large format signage & t-shirts. I developed a color palette of red, purple & silver to emphasize the theme of rich vs. poor and the industrial setting the director chose for the play.
client · flying monkey productions type · marketing campaign software · indesign typefaces · textile & calibri objective · create a united system for a local theatre company’s production of Willy Wonka that will be used in a multitude of ways, and can be translated easily to Microsoft Office, used as a template for future productions
The Willy Wonka system was one of my most difficult projects; I was heavily involved in the entire process, attending rehearsals and board meetings, and working in conjunction with the director and founder. The team wanted templates that they could manage in the future, as well as a large amount of deliverables, including fliers, postcards, trading cards, and play program. By creating a simple format, I could easily mold it to the various size layouts, while still highlighting the fun & playfulness of Roald Dahl’s play & the young, hip clients I had.
client · various type · graduation announcements software · illustrator, indesign & photoshop typefaces · varies objective · create a simple postcard-sized graduation announcement tailored to the client’s needs
Each of these postcards is customized to the client after multiple meetings and discussions. Alexa’s announcement is simple and feminine, catering to her request of a classic announcement with lace detailing. Rory & Conor’s is clean and modern, to help counteract the large image and text content.
client · none type · identity software · illustrator & indesign typefaces · avenir objective · create a brand for myself, reflective of my own personal style; to be implemented in my website & business system
Not surprisingly, I was my most difficult client with no ideas & so many ideas at the same time. I eventually settled on a handwritten “A,” manifested in vector form, with a bold color block behind it, and a bright, fun color palette.