Affect Effect Graphic Design Portfolio
Graphic design work by Nicki Hoffman
Affect Selected Works by Ef fect Nicki Hoffman Portfolio Design by Nicki Hoffman GR460 Senior Portfolio Online Instructed by Jeremy Stout Fall 2012 Academy of Art University Printed and Bound by Blurb ProLine ÂŠ 2012, All Rights Reserved Inspire Dedicate This portfolio is dedicated to my friends, family, and instructors who have been wonderfully supportive throughout my return to school. I would like to express a very special thank you to my husband John and my Mom...you both inspire me beyond words. Affect Ef fect Function Aesthetic The unexpected. How opposing elements interact and construct new meaning. I love the process of designing, especially when juxtaposition is involved. I have always been driven to understand both science (physical/functional) and art (emotional/aesthetic). Through contrast comes definition and an overlap where there is room to explore, to play, to communicate. I want to know how each side contributes to a wholeness, a deeper meaning. This group of projects represents how I have compared and contrasted ideas. Content Chapter 1: Page 12 Chapter 2: Page 26 Potential Fulf il lment Prepackaged Gourmet Chapter 5: Chapter 6: Page 54 Geometric Organic Ear th Chapter 9: Chapter 10: Page 90 Singular Plural Page 64 Water Page 98 Masculine Feminine Design Chapter 3: Page 34 Chapter 4: Page 46 Simple Opulent Static Accelerated Chapter 7: Chapter 8: Page 72 Literal Figurative Dr y Chapter 11: Chapter 12: Synthetic Page 106 Natural Ominous Page 80 Lush Page 114 Serene Potential Fulfillment 13 Chapter 1: Shiseido CSR Category Instructor Deliverables Print Marc English CSR, Posters, Ads, Process Book Class Typeface Color Palette Print & Digital Media 2 Museo Project Objective Target Audience Project Outcomes My goal was to produce a corporate The audience is women ages 20 My design solution focused on social responsibility report, poster to 70, college-educated, middle- to Shiseidoâ€™s innovative commitment series, and ad series for Shiseido upper-income levels, and cultured. to total well-being for women and that demonstrated an understand- These women use Shiseidoâ€™s products for the planet. Shiseido individually ing of the concept and aim of to address their beauty concerns customizes beauty solutions and corporate communication. and enhance their unique qualities. encourages self-expression. Their eco policies harmonize business practices with surroundings. The CSR design communicates these values through dramatic beauty, both on the models and in nature. 14 Nicki Hoffman: Affect Effect Chapter 1: Potential Fulfillment 15 16 Nicki Hoffman: Affect Effect Chapter 1: Potential Fulfillment 17 20 Nicki Hoffman: Affect Effect Chapter 1: Potential Fulfillment 21 22 Nicki Hoffman: Affect Effect Prepackaged Gourmet 27 Chapter 2: Happy Dragon Restaurant Identity Category Instructor Deliverables Identity Gordon Mortensen Logo, Menu Cover, Collateral Class Typeface Color Palette Identity 3 Pussycat Project Objective Target Audience Project Outcomes My goal was to conceptualize an The restaurant is located near a Contrasting the typically menac- original restaurant and its branding university in an eclectic, artistic ing idea of a dragon with a bright, identity in camp style, which cele- neighborhood. Customers are locals friendly graphic gives the restaurant brates exaggeration. Happy Dragon and tourists, both male and female, identity a sense of whimsy. The serves the best homemade noodles ages 18 to 50, college-educated creatureâ€™s jagged teeth curl into a in the city and attracts both locals (including current students), and huge smile...this is a fun dining and tourists. Their menu includes middle- to upper-income. They experience that encourages creativ- innovative f lavor combinations and are often creative, liberal, adven- ity and community. unique cocktails. The lively decor turous, and globally-minded. and shared tables promote conversation and meeting new people. The restaurant also promotes creativity via a gallery area (complete with campy theme each month) and paper tablecloths with drawing tools. Nicki Hoffman: Affect Effect 28 H A P P Y D R A G O N Chapter 2: Prepackaged Gourmet 29 HAPPY DRAGON Simple Opulent 35 Chapter 3: Shangri-La Hotel Identity Category Instructor Deliverables Identity Gordon Mortensen Logo, Stationery, Collateral, Manual Class Typefaces Color Palette Identity 3 Bodoni MT; Helvetica Neue Project Objective Target Audience Project Outcomes The project goal was to redesign The hotel’s customers are success- For this hotel, I focused on the the branding identity for an exist- ful, college-educated, well-traveled hotel’s qualities of luxury and ing Fortune 500 company. In this upper middle class adults, age 30 personal attention. Shangri-La’s instance, I chose Shangri-La Hotel, through 60, of varied ethnic back- thoughtfulness and five star a luxury hotel with global presence grounds. They have refined tastes settings are symbolized in the and a reputation for exceptional and are knowledgeable in the arts peacock, which represents wealth, customer service. and international culture. Some beauty, longevity, and integrity. are traveling businesspeople attend- The colors draw from the jewel ing conferences, while others are tones of the peacock and lush vacationing and want to experience natural surroundings where many the local area. of the hotels are located. 36 Nicki Hoffman: Affect Effect Chapter 3: Simple Opulent 37 Shangri-La HOTE L 38 Nicki Hoffman: Affect Effect Chapter 3: Simple Opulent 39 40 41 42 Nicki Hoffman: Affect Effect Chapter 3: Simple Opulent 43 Static Accelerated 47 Chapter 4: Eating Modified Book Category Instructor Deliverables Print Carolina de Bartolo Book Class Typefaces Color Palette Typography 4 Benton Sans, Sentinel Project Objective Target Audience Project Outcomes My intent was to conceptualize The readers are men and women, My content and design discussed sourced content and produce a college to retirement age, middle- to genetic modification in foods, repre- cohesive typographic book design upper-income level, all ethnicities, sented through shift. I conveyed encompassing the cover, title culturally aware. They are interested the concept through variation in the page, table of contents, chapter in a scientifically objective presenta- upper columnsâ€™ starting point, in openers, information design, tion about genetically modified natural imagery close-ups, and bold and index. I was responsible for foods and food safety. columnar connecting lines. The creating all original photography mood suggests something is differ- and information design. ent; something has changed. 48 Nicki Hoffman: Affect Effect Chapter 4: Static Accelerated 49 50 Nicki Hoffman: Affect Effect Chapter 4: Static Accelerated 51 Geometric Organic 55 Chapter 5: Pencil Packaging Category Instructor Deliverables Packaging Brian Jacobson Template, Package, Process Book Class Typeface Color Palette Packaging 1 Myriad Project Objective Target Audience Project Outcomes My new design needed to expand The audience is primarily young The pencil’s cross-sectional shape upon the original design’s tem- adults (male and female) of all was my inspiration for incorporating plate. I wanted to see the update ethnicities and income levels; other geometric and organic elements take on a more exciting, modern groups include schools, teachers into the box’s label and pattern. The feel. The original yellow and green and students; artists; businesses. ribbon-like label shape alludes to color scheme helped emphasize the company’s quality and its long Ticonderoga’s environmental focus, history, while the pencil-drawn but the design did not fully embody vine pattern reinforces their eco the company’s leadership and sense focus and serves as a literal means of creativity. of expression . 56 Nicki Hoffman: Affect Effect Chapter 5: Geometric Organic 57 The World’s Best Pencil Certified Non-Toxic Black Graphite Point for Smooth, Easy Writing The World’s Best Pencil Premium Wood Latex Free Eraser Premium Wood Latex Free Eraser Heathrow, Florida 32746, USA Newmarket Ontario L3Y 7B6 , Canada Woodston, Peterborough PE2 THU, UK Tultitlán, Estado de México, CP 54940, México www.DixonUSA.com 800.824.9430 ©2009 Dixon Ticonderoga Company 12 0 72067 1 3 8 1 2 5 #2 HB 58 Nicki Hoffman: Affect Effect Chapter 5: Geometric Organic 59 60 Nicki Hoffman: Affect Effect Chapter 5: Geometric Organic 61 Earth Water 65 Chapter 6: Incense Packaging Category Instructor Deliverables Packaging Brian Jacobson Incense Package and Four Labels Class Typefaces Color Palette Packaging 1 Benton Sans, Sentinel Project Objective Target Audience Project Outcomes For this project, I created a cost My target customers are the health Baieidoâ€™s origins and history inspired effective packaging design for an and holistic community in the my packaging design. Recalling incense line that uses the same United States. They are men and the upward and outward movement base package with interchangeable women of college age to about age of incense, I covered the package labels to identify four different 50, who use incense for ceremonial shape in a beautiful Japanese paper scents with elemental names. purposes, aromatherapy, or simply that suggests several elements in to enhance their surroundings. the companyâ€™s line. The interchangeable labels harmonize with the overall package shape, while their simple graphics compliment the symbolic imagery of the paper. 66 Nicki Hoffman: Affect Effect Chapter 6: Earth Water 67 68 Chapter 6: Earth Water 69 Literal Figurative 73 Chapter 7: Abbott Labs Identity Category Instructor Deliverables Identity Gordon Mortensen Stationery, Collateral, Style Guide Class Typefaces Color Palette Identity 2 Museo, Garamond Project Objective Target Audience Project Outcomes My aim was to redesign a Fortune Because Abbott’s product lines are In researching Abbott, I found 500 company’s identity. I chose diverse and its presence global, a disconnect between their exist- Abbott Laboratories since I had their target customers are of all ing logo and their mission. Many not designed for a manufacturing ages (infancy to 70’s and beyond, medical or largely diversified compa- company yet. though there is likely a larger nies often stress technology in a way percentage of senior adults), male that can feel a little distant; I think and female, middle- to upper-class a sense of remoteness was reflected income, college-educated, and in the company’s existing logo. In various ethnic backgrounds. reality, Abbott also emphasizes personal stories, innovation, and leadership. My logo design incorporated movement, warmth, and innovation in its abstracted cell shape, organic lines, and red tones. 74 Nicki Hoffman: Affect Effect Chapter 7: Literal Figurative 75 Abbott 76 Chapter 7: Literal Figurative 77 Dry Lush 81 Chapter 8: Day of the Dead Event Identity Category Instructor Deliverables Print Gordon Mortensen Logo, Invite, Poster, Process Book Class Typeface Color Palette Identity 2 Hand-drawn Lettering Project Objective Target Audience Project Outcomes My goal was to design an identity The people who participate in this The Day of the Dead is about for an event. I selected the Day of Phoenix-based Desert Botanical celebrating life and the spiritual the Dead because I was interested Gardens Day of the Dead event connection between the living in learning more about its interplay are members or visitors interested and the dead. It is positive energy of life and death and what types of in Mexican cultural traditions. with deep, traditional Mexican activities it encompassed. Families, including grandparents roots. For my logo design, I empha- and children, also enjoy coming sized life and deathâ€™s harmonious to the event together. Attendees relationship through the decorated are generally college-educated, skull and vivid colors. The skull of all age groups, and are middle- and logotype retain a hand-drawn to upper-class. feel that communicates the personal, communal nature of the event. 82 Nicki Hoffman: Affect Effect Chapter 8: Dry Lush 83 84 Nicki Hoffman: Affect Effect Chapter 8: Dry Lush 85 86 Nicki Hoffman: Affect Effect Chapter 8: Dry Lush 87 Singular Plural 91 Chapter 9: Pomona College Identity Category Instructor Deliverables Identity Gordon Mortensen Logo, Poster Series, Spirit Book Class Typeface Color Palette Identity 2 Myriad Project Objective Target Audience Project Outcomes My projectâ€™s goal was to redesign an The audience includes current Pomona is not a conventional col- existing college identity. Pomona students and parents, prospective lege. Its flexible curriculum includes College had some unique traits that students and parents, alumni, five focus areas along with a major presented me with opportunity to and college employees. Current area of study. Critical independent strengthen their branding. student enrollment is about 1500 thinking is emphasized for each students split nearly evenly between student; class sizes are small for men and women. The website states individual attention. My logo that 91% of enrolled freshmen were solution plays off of the existing within the top 10% of their high logo in its use of the arch (which school graduating classes. Students is prevalent around campus) and come from nearly all US states and the sun, but does so in a way that 22 countries. African-American, conveys movement, a modern feel, Asian, and Latino students are about and more energy. 43% of the demographic, while foreign students are around 7% of overall enrollment. 92 Nicki Hoffman: Affect Effect Chapter 9: Singular Plural 93 Nicki Hoffman: Affect Effect 94 CRITICAL INQUIRY: CRITICAL INQUIRY: What is Who are they? Pomona College We have the answers... and more. We have the answers... and more. Get educated at www.pomona.edu Get educated at www.pomona.edu Pomona College Masculine Feminine 99 Chapter 10: The Viking Bar and Lounge Identity Category Instructor Deliverables Identity Gordon Mortensen Logo, Menu Cover, Coasters, Guide Class Typeface Color Palette Identity 2 Bullpen Project Objective Target Audience Project Outcomes For this assignment, I created a Customers are mid-20’s and up with I contrasted the tough Viking camp-style identity for a brand new most in the 30 to 50 range. They persona with an exaggerated facial and unique restaurant. The Viking are of all ethnicities (as is Walnut expression, framed by an over- Bar and Lounge was defined as a Creek, The Viking’s location), male the-top swirling red beard. Blocky favorite friendly neighborhood low and female, and mostly college- typography adds to the campy brow hangout, owned by a popular educated. In addition, they are hard masculine toughness, while Viking local businessman who derived the workers who enjoy socializing over elements like a ship and helmet bar’s name from his Scandinavian a cold beer. function as fun branding extensions. heritage and adventurous spirit. The updated decor maintains some of its original rough-and-tumble charm in the wood floors, bar, and refurbished wood booths. 100 Nicki Hoffman: Affect Effect Chapter 10: Masculine Feminine 101 THE VIKING Bar and Lounge Chapter 10: Masculine Feminine 103 Synthetic Natural 107 Chapter 11: Website Design: Walnut Creek Tourism Category Instructor Deliverables Web Bob Slote Home/Secondary Pages; App Class Typefaces Color Palette Graphic Design 3 Myriad Project Objective Target Audience Project Outcomes On the hometown tourism site, I The Walnut Creek siteâ€™s audience My Walnut Creek website cre- chose to focus on Walnut Creekâ€™s is active, adventurous men/women ates strong outdoor activity focus many outdoor activities . and their families, all ages, all through the feeling of actually ethnicities, middle- to upper-level being on the trail. It highlights income. They visit the site to plan a the beautiful hills and presents day trip or a getaway; they want to straightforward options for effi- find information on outdoor activi- ciently finding specific information. ties, places to eat and stay, and the Interactive activity maps on the area quickly. secondary page and app extend the experiential interaction. 108 Nicki Hoffman: Affect Effect Chapter 11: Synthetic Natural 109 110 Nicki Hoffman: Affect Effect Chapter 11: Synthetic Natural 111 Ominous Serene 115 Chapter 12: Mount Saint Helens Book Category Instructor Deliverables Print Carolina de Bartolo Book Class Typefaces Color Palette Typography 3 OCR A, Trade Gothic Project Objective Target Audience Project Outcomes My book’s goal was to typographi- My audience is men and women, I used a bold newswire feel and cally present sourced content in college to retirement age, middle- contrasting color palette to commu- a conceptually cohesive manner. The to upper-income level, of all ethnic nicate the tension surrounding the design system encompassed cover, groups, and are culturally aware. volcano’s eruption. A natural page title page, TOC, chapter openers, This book’s readers are interested in tone evokes the outdoors, while the information design, and index. I scientifically objective content and bold reversed bars and interstitial was responsible for all photography photos on the 1980 Mount Saint pages of large type speak to tension and information design. Helens eruption. and release. 118 Nicki Hoffman: Affect Effect Chapter 12: Ominous Serene 119 Encourage Recognize I would also like to take this opportunity to thank the instructors, suppliers, classmates, and collaborators who have been helpful and insightful throughout my numerous school projects. A special thank you goes to Julia Brown, Lian Ng, Carolina de Bartolo, Gordon Mortensen, Sandra Isla, and Anitra Nottingham for your thoughtful guidance and constructive critiques.