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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 Š 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

Shiseido’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 Shiseido’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

creature’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

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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 columns’ 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

Baieido’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 company’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 death’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 project’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 site’s audience

My Walnut Creek website cre-

chose to focus on Walnut Creek’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

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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.

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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.


Affect Effect Graphic Design Portfolio