Affect Effect Graphic Design Portfolio
Graphic design work by Nicki Hoffman
Affect Ef fect Selected Works by 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: Page 54 Chapter 6: Page 64 Geometric Organic Ear th Water Chapter 9: Page 90 Chapter 10: Page 98 Singular Plural Masculine Feminine Design Chapter 3: Page 34 Chapter 4: Page 46 Simple Opulent Static Accelerated Chapter 7: Page 72 Chapter 8: Page 80 Literal Figurative Dr y Lush Chapter 11: Page 106 Chapter 12: Page 114 Synthetic Natural Ominous Serene Potential Fulfillment 13 Chapter 1: Shiseido CSR Category Print Class Print & Digital Media 2 Instructor Marc English Typeface Museo Deliverables CSR, Posters, Ads, Process Book Color Palette Project Objective My goal was to produce a corporate social responsibility report, poster series, and ad series for Shiseido that demonstrated an understanding of the concept and aim of corporate communication. Target Audience The audience is women ages 20 to 70, college-educated, middle- to upper-income levels, and cultured. These women use Shiseidoâ€™s products to address their beauty concerns and enhance their unique qualities. Project Outcomes My design solution focused on Shiseidoâ€™s innovative commitment to total well-being for women and for the planet. Shiseido individually customizes beauty solutions and 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 Identity Class Identity 3 Instructor Gordon Mortensen Typeface Pussycat Deliverables Logo, Menu Cover, Collateral Color Palette Project Objective My goal was to conceptualize an original restaurant and its branding identity in camp style, which celebrates exaggeration. Happy Dragon serves the best homemade noodles in the city and attracts both locals and tourists. Their menu includes innovative f lavor combinations and unique cocktails. The lively decor 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. Target Audience The restaurant is located near a university in an eclectic, artistic neighborhood. Customers are locals and tourists, both male and female, ages 18 to 50, college-educated (including current students), and middle- to upper-income. They are often creative, liberal, adventurous, and globally-minded. Project Outcomes Contrasting the typically menacing idea of a dragon with a bright, friendly graphic gives the restaurant identity a sense of whimsy. The creatureâ€™s jagged teeth curl into a huge smile...this is a fun dining experience that encourages creativity and community. 28 Nicki Hoffman: Affect Effect 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 Identity Class Identity 3 Instructor Gordon Mortensen Typefaces Bodoni MT; Helvetica Neue Deliverables Logo, Stationery, Collateral, Manual Color Palette Project Objective The project goal was to redesign the branding identity for an existing Fortune 500 company. In this instance, I chose Shangri-La Hotel, a luxury hotel with global presence and a reputation for exceptional customer service. Target Audience The hotel’s customers are successful, college-educated, well-traveled upper middle class adults, age 30 through 60, of varied ethnic backgrounds. They have refined tastes and are knowledgeable in the arts and international culture. Some are traveling businesspeople attending conferences, while others are vacationing and want to experience the local area. Project Outcomes For this hotel, I focused on the hotel’s qualities of luxury and personal attention. Shangri-La’s thoughtfulness and five star settings are symbolized in the peacock, which represents wealth, beauty, longevity, and integrity. The colors draw from the jewel tones of the peacock and lush natural surroundings where many 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 Print Class Typography 4 Instructor Carolina de Bartolo Typefaces Benton Sans, Sentinel Deliverables Book Color Palette Project Objective My intent was to conceptualize sourced content and produce a cohesive typographic book design encompassing the cover, title page, table of contents, chapter openers, information design, and index. I was responsible for creating all original photography and information design. Target Audience The readers are men and women, college to retirement age, middle- to upper-income level, all ethnicities, culturally aware. They are interested in a scientifically objective presentation about genetically modified foods and food safety. Project Outcomes My content and design discussed genetic modification in foods, represented through shift. I conveyed the concept through variation in the upper columnsâ€™ starting point, in natural imagery close-ups, and bold columnar connecting lines. The mood suggests something is different; 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 Packaging Class Packaging 1 Instructor Brian Jacobson Typeface Myriad Deliverables Template, Package, Process Book Color Palette Project Objective Target Audience Project Outcomes My new design needed to expand upon the original design’s template. I wanted to see the update take on a more exciting, modern feel. The original yellow and green color scheme helped emphasize Ticonderoga’s environmental focus, but the design did not fully embody the company’s leadership and sense of creativity. The audience is primarily young adults (male and female) of all ethnicities and income levels; other groups include schools, teachers and students; artists; businesses. The pencil’s cross-sectional shape was my inspiration for incorporating geometric and organic elements into the box’s label and pattern. The ribbon-like label shape alludes to the company’s quality and its long history, while the pencil-drawn vine pattern reinforces their eco focus and serves as a literal means of expression . 56 Nicki Hoffman: Affect Effect Chapter 5: Geometric Organic 57 The World’s Best Pencil Certi ed Non-Toxic Black Graphite Point for Smooth, Easy Writing Premium Wood Latex Free Eraser The World’s Best Pencil 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 Packaging Class Packaging 1 Instructor Brian Jacobson Typefaces Benton Sans, Sentinel Deliverables Incense Package and Four Labels Color Palette Project Objective Target Audience Project Outcomes For this project, I created a cost effective packaging design for an incense line that uses the same base package with interchangeable labels to identify four different scents with elemental names. My target customers are the health and holistic community in the United States. They are men and women of college age to about age 50, who use incense for ceremonial purposes, aromatherapy, or simply to enhance their surroundings. Baieidoâ€™s origins and history inspired my packaging design. Recalling the upward and outward movement of incense, I covered the package shape in a beautiful Japanese paper that suggests several elements in 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 Identity Class Identity 2 Instructor Gordon Mortensen Typefaces Museo, Garamond Deliverables Stationery, Collateral, Style Guide Color Palette Project Objective My aim was to redesign a Fortune 500 company’s identity. I chose Abbott Laboratories since I had not designed for a manufacturing company yet. Target Audience Because Abbott’s product lines are diverse and its presence global, their target customers are of all ages (infancy to 70’s and beyond, though there is likely a larger percentage of senior adults), male and female, middle- to upper-class income, college-educated, and various ethnic backgrounds. Project Outcomes In researching Abbott, I found a disconnect between their existing logo and their mission. Many medical or largely diversified companies often stress technology in a way that can feel a little distant; I think a sense of remoteness was reflected in the company’s existing logo. In 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 Print Class Identity 2 Instructor Gordon Mortensen Typeface Hand-drawn Lettering Deliverables Logo, Invite, Poster, Process Book Color Palette Project Objective My goal was to design an identity for an event. I selected the Day of the Dead because I was interested in learning more about its interplay of life and death and what types of activities it encompassed. Target Audience The people who participate in this Phoenix-based Desert Botanical Gardens Day of the Dead event are members or visitors interested in Mexican cultural traditions. Families, including grandparents and children, also enjoy coming to the event together. Attendees are generally college-educated, of all age groups, and are middleto upper-class. Project Outcomes The Day of the Dead is about celebrating life and the spiritual connection between the living and the dead. It is positive energy with deep, traditional Mexican roots. For my logo design, I emphasized life and deathâ€™s harmonious relationship through the decorated skull and vivid colors. The skull and logotype retain a hand-drawn 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 Identity Class Identity 2 Instructor Gordon Mortensen Typeface Myriad Deliverables Logo, Poster Series, Spirit Book Color Palette Project Objective My projectâ€™s goal was to redesign an existing college identity. Pomona College had some unique traits that presented me with opportunity to strengthen their branding. Target Audience The audience includes current students and parents, prospective students and parents, alumni, and college employees. Current student enrollment is about 1500 students split nearly evenly between men and women. The website states that 91% of enrolled freshmen were within the top 10% of their high school graduating classes. Students come from nearly all US states and 22 countries. African-American, Asian, and Latino students are about 43% of the demographic, while foreign students are around 7% of overall enrollment. Project Outcomes Pomona is not a conventional college. Its flexible curriculum includes five focus areas along with a major area of study. Critical independent thinking is emphasized for each student; class sizes are small for individual attention. My logo solution plays off of the existing logo in its use of the arch (which is prevalent around campus) and the sun, but does so in a way that conveys movement, a modern feel, and more energy. 92 Nicki Hoffman: Affect Effect Chapter 9: Singular Plural 93 94 Nicki Hoffman: Affect Effect CRITICAL INQUIRY: What is CRITICAL INQUIRY: Who are they? We have the answers... and more. Get educated at www.pomona.edu We have the answers... and more. Get educated at www.pomona.edu Pomona College Pomona College Masculine Feminine 99 Chapter 10: The Viking Bar and Lounge Identity Category Identity Class Identity 2 Instructor Gordon Mortensen Typeface Bullpen Deliverables Logo, Menu Cover, Coasters, Guide Color Palette Project Objective For this assignment, I created a camp-style identity for a brand new and unique restaurant. The Viking Bar and Lounge was defined as a favorite friendly neighborhood low brow hangout, owned by a popular local businessman who derived the bar’s name from his Scandinavian 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. Target Audience Customers are mid-20’s and up with most in the 30 to 50 range. They are of all ethnicities (as is Walnut Creek, The Viking’s location), male and female, and mostly collegeeducated. In addition, they are hard workers who enjoy socializing over a cold beer. Project Outcomes I contrasted the tough Viking persona with an exaggerated facial expression, framed by an overthe-top swirling red beard. Blocky typography adds to the campy masculine toughness, while Viking elements like a ship and helmet function as fun branding extensions. 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 Web Class Graphic Design 3 Instructor Bob Slote Typefaces Myriad Deliverables Home/Secondary Pages; App Color Palette Project Objective On the hometown tourism site, I chose to focus on Walnut Creekâ€™s many outdoor activities . Target Audience The Walnut Creek siteâ€™s audience is active, adventurous men/women and their families, all ages, all ethnicities, middle- to upper-level income. They visit the site to plan a day trip or a getaway; they want to find information on outdoor activities, places to eat and stay, and the area quickly. Project Outcomes My Walnut Creek website creates strong outdoor activity focus through the feeling of actually being on the trail. It highlights the beautiful hills and presents straightforward options for efficiently finding specific information. Interactive activity maps on the 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 Print Class Typography 3 Instructor Carolina de Bartolo Typefaces OCR A, Trade Gothic Deliverables Book Color Palette Project Objective My book’s goal was to typographically present sourced content in a conceptually cohesive manner. The design system encompassed cover, title page, TOC, chapter openers, information design, and index. I was responsible for all photography and information design. Target Audience My audience is men and women, college to retirement age, middleto upper-income level, of all ethnic groups, and are culturally aware. This book’s readers are interested in scientifically objective content and photos on the 1980 Mount Saint Helens eruption. Project Outcomes I used a bold newswire feel and contrasting color palette to communicate the tension surrounding the volcano’s eruption. A natural page tone evokes the outdoors, while the bold reversed bars and interstitial pages of large type speak to tension 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.