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The Graphic Design Portfolio of

ALEXANDRA MAISCH


My most important tools are my pen and paper. My work manifests itself through research and the pursuit of unique sources of inspiration. Once a concept is realized, it becomes the fuel that activates my work. The art I make is always invested in deep thought. My mind is always obsessing with the search of new and prolific ideas. If I could explain my portfolio in once sentence, I would describe it as a process of exploring new and unexpected concepts that ultimately culminate into fully realized works.


No. 1

BISTRO CV

No. 2

CHEER ADS

No. 3

VESSEL TYPEFACE

No. 4

URBAN OUTFITTERS ASTROLOGY BIRTHDAY GIFTS

No. 5

MW MAGAZINE

No. 6

JONATHAN ADLER TILES

No. 7

MY SWEET OBSESSION COOKBOOK

No. 8

JEFFREY CAMPBELL AD CAMPAIGN

No. 9

THE RUG COMPANY: WATERCOLOR RORSCHACH SILK RUGS

No. 10

SASS & BIDE FASHION WEEK INVITATION


BISTRO CV Identity & Rebrand

Overview / Bistro CV is a farm-to-table dining experience based out of Steamboat Springs, CO. They are known for their use of local ingredients and inventive culinary creations. They take artisanal ingredients to a new level while remaining true to their organic roots.

Challenge / The challenge will be to rebrand Bistro CV in an elegant, honest way that stays true to its commitment to local ingredients, while still being distinctive and unique. Items such as logo, signage, business cards, menus, table displays, and a take away piece, will all be needed for the rebranding.

Solution / The logo manifested from a hand-illustrated design that incorporates the initials of the restaurant. The logo was implemented onto a hand screen-printed sign that will be placed outside of the restaurant. The screen-printed element is also used for the business cards, which are in the shape of tags to mimic the idea of tagged produce one would see at a local farmers market. The screen-printed element adds the extra personalized touch and high quality feel needed to bring the new identity of the restaurant together. The menus are on easily changeable custom oak clipboards, specifically for the weekly changing menus at Bistro CV. The Vegetable fork table display is a unique and unexpected solution to a typical table. The postcards are a give away piece that use double entendre phrase and hand illustrated artwork. They serve as a clever and elegant take away piece that diners will receive at the end of their meals.

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BISTRO CV


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No. 1

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BISTRO CV


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BISTRO CV


No. 1

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BISTRO CV


No. 1

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CHEER ADS Print Advertising

Overview / Cheer is a laundry detergent that is the leading choice for colored clothes. It is sold in the United States and Canada and manufactured by Proctor & Gamble. In 2011 they rebranded Cheer and created a new tagline of “Stay Colorful”. They also reformulated Cheer to be environmentally safe and allergy free.

Challenge / The challenges of the advertisements are to bring a new, younger audience, and have them eager and excited to try Cheer. The message should also display its new eco-friendly formula. It has been trusted for over 50+ years for its color saving ability, this being a vital aspect to bring into the advertisements.

Solution / Since Cheer laundry detergent has just been rebranded, it was important to reflect the new hip and ecofriendly perspective into their campaign. The new image of Cheer is trendy, yet sophisticated. By using simplistic, impersonal photographs of different people in close cropped shirt photos, the audience is able to see themselves as the image. The driving force for the tag lines in the single page ads were double entendre color names that directly related to the environment (forest green, sky blue, earth brown). This was a clever solution for branding Cheer detergent as a green product, while keeping with their color saving power. The “Brights Unite” movement was integrated through all four ads. When people go green, or products become environmentally conscious, it is normally because of some sort of movement or awareness. By creating a campaign name, it brought a power and unity to every piece. The rope of bright clothes attaching to the tree and the Cheer detergent bottle is symbolic to the overall message of Cheer becoming an environmentally conscious and safe product.

2012 Student Gold ADDY Award Magazine Campaign

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CHEER ADS


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CHEER ADS


No. 2

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CHEER ADS


No. 2

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CHEER ADS


No. 2

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VESSEL TYPEFACE Typeface Design

Overview / The Vessel typeface was to create something that is simple, clean, sophisticated and ready to be sold on myfonts.com. It was created to be special enough to be usable in display pieces, as well as being readable at all sizes.

Challenge / The objective is to create a fully functioning modular typeface. The shapes are inspired by bean and pod like shapes to bring an organic quality to the modern san-serif typeface. It must include upper and lower cases, as well as all necessary glyphs.

Solution / A complete typeface with modular and organic influences. The name Vessel comes from the idea that each letterform can be held within another. The typeface could be used for branding, as well as any other typographic treatment. This typeface blends simplicity and modernity into one seamless vessel.

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VESSEL TYPEFACE


No. 3

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SPHINX OF BLACK QUARTZ, JUDGE MY VOW. Sphinx Of Black Quartz, Judge My Vow. sphinx of black quartz, judge my vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz, Judge My Vow. Sphinx Of Black Quartz,


Vessel Typeface

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp q Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!?><=;:/.-,+*)('&%#"}{ No. 3

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URBAN OUTFITTERS ASTROLOGY GIFTS Book & T-Shirt Designs

Overview / Urban Outfitters is giving away promotional gifts for their customersâ&#x20AC;&#x2122; birthdays. The gifts will be astrology themed, however using astrology in a new and unexpected way.

Challenge / The challenge will be to create astrology based customer appreciation gifts that will be given during the time of their birthday. One of the main obstacles will be reinventing the idea of astrology-based iconography into a fresh unexpected way that will appeal to the hip, young customer of Urban Outfitters. They should be unique, stylish, and personal.

Solution / The solution ended up being short individualized phrases for each astrological sign. The design was kept simple and incorporated celestial star back drops that mimic the idea of the astrology star formations. The two items designed were screen printed notebooks and t-shirts. Having the items screen-printed assures that no two items are alike, and the Urban Outfitters customer will appreciate the artistic quality of having a handcrafted item. The phrases encompass the astrological roots while still being innovative and inventive enough for the Urban Outfitters cliental.

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URBAN OUTFITTERS ASTROLOGY GIFTS


PROJECT 4

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MW MAGAZINE Magazine Layout / Editorial

Overview / MW is a magazine that encompasses three major subjects: fashion, beauty, and travel, for both men and women. The magazine is created for young, urban professionals who want the best of the best and where they can get it.

Challenge / In order to brand and design a men and womenâ&#x20AC;&#x2122;s fashion, beauty, and travel magazine for hip city dwellers, it must be unique and stand out from other mundane magazines. The magazine must also appeal to both male and female audiences. The book should be filled with high quality information and imagery, and be thought of as a coffee table book.

Solution / The cover of MW magazine was thought out like a book cover. It has a removable vellum sleeve that can be taken off after purchase, so only the artwork will be displayed. This will help illustrate MWâ&#x20AC;&#x2122;s clean, high quality aesthetic. Special touches, such as the fashion tear sheets, and fold out ads will be seen throughout the magazines design. The magazine must also appeal to both male and female audiences. MW magazine is a magazine designed sophisticated enough for any urbanite, and trendy enough for any hipster.

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MW MAGAZINE


No. 5

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MW MAGAZINE


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MW MAGAZINE


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MW MAGAZINE


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MW MAGAZINE


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MW MAGAZINE


No. 5

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JONATHAN ADLER RELIEF TILES Product Design & Packaging

Overview / Jonathan Adler is a renowned American designer who is known for his “happy chic” approach to home furnishings and interior design. He originally started as a ceramist and is known for his hand crafted ceramic pieces. He has developed a unique style that mixes modernist forms with bold, groovy graphics.

Challenge / The Relief tiles are a specialty collection of hand carved ceramic tiles that will be available on the Jonathan Adler website. Jonathan Adler does not currently have a collection of home tiles, and having ceramist’s roots, there is a much-needed niche for them in his current collection of goods. The idea of doing relief carved tiles is to bring in a more naturalistic quality to his work, and will perfectly display the handcrafted quality of his pieces.

Solution / The Relief tiles are a three-piece collection of mod inspired patterns hand carved in a rustic way. The monochromatic color schemes keep the design more versatile and open. The packaging is a simplistic line illustration that mimics the tile designs. The clean lines and pop of red lacquer is unexpected and fit perfectly with the Jonathan Adler manifesto.

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JONATHAN ADLER RELIEF TILES


No. 6

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JONATHAN ADLER RELIEF TILES


No. 6

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MY SWEET OBSESSION Illustration / Book Design

Overview / My Sweet Obsession is a baking cookbook inspired by my grandmother and mother. It is a nostalgic recipe collection that we have acquired together over the past couple of years.

Challenge / The objective is to create a personalized cookbook that feels sentimental and precious. This imagery should feel hand done and special. The design for the recipe formats should be easy to follow and clear.

Solution / The solution for My Sweet Obsession is a hand illustrated baking cookbook that uses small, evocative imagery to signify each recipe. Hand illustrated typography in recipe and chapter titles also add to the personalized attributes of the cookbook. The cookbooks small square format makes it feel personal and memorable.

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MY SWEET OBSESSION


No. 7

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MY SWEET OBSESSION


No. 7

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MY SWEET OBSESSION


No. 7

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MY SWEET OBSESSION


No. 7

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JEFFREY CAMPBELL AD CAMPAIGN Print Advertising & Photography / Video

Overview / Jeffrey Campbell is an edgy shoe designer based out of Los Angeles. Jeffrey Campbell remains today a small fashion forward footwear label that roots itself in creating fast paced footwear for the woman on the go. The inspiration comes from the everyday woman, the girl on the street or the lady on the subway; drawing inspiration from the rebellious city girl. With an eye for detail and a close concentration to concept and design, the Jeffrey Campbell collection offers something for everyone.

Challenge / The challenge is to create an artistic, edgy ad campaign that will promote the brand in three medias: print, video, and surprise media piece. It needs to be exciting, different and daring. People buy Jeffrey Campbell shoes for their fashion forward and sculptural shapes. The goal is to create an art piece campaign that compliments Campbell’s beautiful grunge aesthetic, as well as a cleverly designed campaign that stands out from other fashion ad campaigns.

Solution / The Jeffrey Campbell national ad campaign embodies the edgy, fashion forward thinking of the brand. By creating a narrative scenario and executing it in an artistic way, the message of a rebellious, original character is completely exemplified. The print ads use geometric patterning that is reminiscent in the sculptural quality of Campbell’s shoes, as well as the grungy, handmade quality of the cutouts and scanned in image. Using the messages: Be rebellious. Be dangerous. Be venturous. This gives the ads a sense of direction and a message that is not often seen in fashion advertisements. This creative approach will surely set Jeffrey Campbell’s ads apart when flipping through a fashion magazine. The Flip Book was a surprise media element that could be put inside the shoeboxes and used as a little extra personal touch to the brands packaging. It could also be used in stores, and events. It’s a fun; pocket-sized piece of art people can hold onto and remember the brand by. The imagery used in the flipbook comes from the stop motion video that could be either used as a web video promotion, or commercial. The choice of using stop motion came about, because of its raw, fashion forward format that speaks to the Campbell brand. The ads highlight a rebellious act, and the video brings the whole narrative together. The stop motion video would be a commercial that would be shown via the Internet from either Vimeo or YouTube.

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JEFFREY CAMPBELL AD CAMPAIGN


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JEFFREY CAMPBELL AD CAMPAIGN


No. 8

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No. 8

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JEFFREY CAMPBELL AD CAMPAIGN


No. 8

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THE RUG COMPANY : WATERCOLOR RORSCHACH SILK RUGS Illustration / Textile Design

Overview / The Rug Company was founded in London in 1997 by Christopher and Suzanne Sharp. The Rug Company is passionate about quality, design, craftsmanship and service. They believe in making rugs that are beautiful, original and distinctive, that will become heirlooms to be cherished forever. Each rug is entirely handmade, using the finest natural yarns, by craftsmen whose skills have been passed down for generations. They are constantly out sourcing new and innovative designers to design new modern ideas for their rugs and have recently decided to hire me to design a small collection.

Challenge / The challenge is to design abstract, innovative rugs that are unlike any other on the market. They will be inspired by Rorschach’s inkblot tests, and the medium will be hand watercolor illustrations. Things such as bird’s eyes, power lines, and other geometric shapes will inspire the illustrations.

Solution / The solution is a four piece collection of silk rugs that mimic the idea of mirror imaging found in Rorschach’s test, while also having a distinctively hand made artistic quality. All four rugs will be in rectangle formats, and the designs of the rugs are a combination of layered watercolor elements with abstracted illustrations. This creative combination constructs a sophisticated intermixed piece of floor art.

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THE RUG COMPANY: WATERCOLOR RORSCHACH SILK RUGS


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THE RUG COMPANY: WATERCOLOR RORSCHACH SILK RUGS


No. 9

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THE RUG COMPANY: WATERCOLOR RORSCHACH SILK RUGS


PROJECT 9

No. 9

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SASS & BIDE FASHION WEEK INVITATION Mailer

Overview / Sass & Bide is one of Australia’s most prominent international and contemporary women’s fashion labels. Their most recent collection, Seekerstate, was born from an experimentation of scale and proportion, exploding into a tale of rich color, texture & detail. The patterns seen are influenced by tribal and athletic influences. The fluorescent colors and futuristic like shapes and finishes are what keep the collection in a constant state of flux.

Challenge / To create a fashion week invitation for Sass & Bide’s Spring 2012 collection, Seekerstate. It must be special, surprising, and avant-garde. It must transcend the idea of just a normal paper invitation and into something more stimulating.

Solution / The solution for the Seekerstate invitation was to create a geometric, metal transformative piece that will surprise the recipients and give them a taste of what will be in store during the show. The outside magnetic envelope hints at the neon story that is about to unfold. The inside is an interactive piece that will surprise the recipient as they open the triangles piece by piece. The metal piece displays a combination of patterns that are shown throughout the collection. The metal piece can be transformed into a multitude of unique and abstract shapes that simulates the idea that fashion is ever changing.

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SASS & BIDE FASHION WEEK INVITATION


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CREDITS PHOTOS: Erica Peters, Joshua Weaver. COPY: Wikipedia, www.therugcompany.info/, www.wcity.com PRINT: PIP Printing, www.blurb.com

Alexandra Maisch Portfolio Spring 2012  

Graphic Design Portfolio

Alexandra Maisch Portfolio Spring 2012  

Graphic Design Portfolio

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