Stories

STORIES

The Portfolio Book of Ana Paulsen

SELECTED WORKS 2012–2016

PROJECTS HELIGOLAND

003 – 013 Music Festival Poster Set

SHADES OF ME

015- 023 Conceptual Typographic Book

A L’ O L I V I E R

025– 031 Olive Oil Packaging & Identity

UTOPIA+

033– 055 Product, Packaging, & Identity Development

BLACK

057– 065 Black Tea Packaging & Identity

TALIESIN

067– 073 Home Paint Packaging

LUMEN

075– 081 Light Bulb Packaging & Identity

MONOCHROMES

083– 087 Colour Pencils Packaging

BODY & SOUL

089 – 093 Skincare Packaging & Identity

NAKED

095–103 Natural Product Line Packaging & Identity

BE AWARE

105–107 Aids Awareness Posters

T H I N K R E S P O N S I BLY

109 –121 Volkswagen Multimedia Promotional Materials

JACK

123–1251 The Game of Jacks Informational Poster

URBAN ARCHEOLOGY 127–129 Information Design

LIQUIDS

131–133 Digital Photography & Photo Editing

THE BEGINNING

STORY 01 HELIGOLAND:

Music Festival Poster Collection

Class: Visual Systems 1 Instructor: Troy Alders Project: Heligoland Project Objectives: design a collection of posters for a fictitious music festival to benefit a social issue.

Project Outcomes: for this project I designed a set of posters to visually convey the idea of an event surrounded around integrating humanity into technological advances. I chose bold imagery and designs that would be striking in order to immerse the viewer into the designs while keeping the text fairly simple and inviting.

All of the designs show some sort of integration of technology and humanity, inorganic and organic, so that the viewer can instantly identify and connect to the designs from a distance while each has enough fine details to make the viewer compelled to look more closely.

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HELIGOLAND

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HELIGOLAND

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HELIGOLAND

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STORY 02 SHADES OF ME:

Conceptual Typographic Book

Class: Typography 3 Instructor: Carolina DeBartolo Project: Shades of Me Project Objectives: design an 80-page book based on a theme. You are free to interpret the theme in any way. All elements of the design must be of your own creation. Therefore, you will need to take your own photos and/or produce your own illustrations, maps, charts and graphs. Design with type in a fresh, unique way. Use type and/or page layout to express a concept while still using it to clearly communicate information.

Project Outcomes: the concept for my book was Dissociative Identity Disorder or D.I.D.. I visually conveyed the concept through the use of type by combining two different, but complementary, typefaces. I used imagery, graphic elements, and layout design to further exemplify the complexity of the concept, but the backbone of the design was the type and imagery. The imagery used was abstracted to various degrees, through the use of motion, to give the viewer a glimpse into this multifaceted disorder.

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SHADES OF ME

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SHADES OF ME

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STORY 03 A L’ O L I V I E R :

Olive Oil Packaging & Identity

Class: Package Design 2 Instructor: Thomas McNulty Project: A L’Olivier Project Objectives: design a new identity and packaging structure for a collection of infused olive oils as part of an already established olive oil brand.

Project Outcomes: for this project I chose A L’Olivier as the parent brand.

I designed an identity and used a packaging structure that maintains the classic styling as well as the traditional feel of the brand by replacing the current tin with a package that is more recognizable to a wider audience. The handmade ceramic container gives the consumer the feel of an established product without seeming dated.

For the label, I stripped the complicated current design down to its essence to make it more appealing on the shelf without losing the authenticity of the brand. The label is more modern and streamlined allowing the consumer to easily find it on the shelf and identify what it is. The colour palette gives the consumer further clarification as to the contents of the infused oils without overpowering the brand.

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A L’ O L I V I E R

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A L’ O L I V I E R

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STORY 04 UTOPIA+:

Product, Packaging, & Identity Development

Class: Package Design 4 Instructor: Thomas McNulty Project: Utopia Project Objectives: create an entirely new retail store and packaging for an extensive product line, taking in consideration what the company provides, target audience, location, architecture, etc. It includes house and private brands, designed accordingly to their unique selling point.

Project Outcomes: for this project I created a main brand, Utopia, and three brand extensions, Arcadia, Pie in the Sky and Cloud Nine.

Utopia: is a specialty meat boutique with all organic and extraordinarily fresh meats. Along with the meats there are also cheeses, various pasta, and a variety of crispbreads. The designs and packaging are meant to reflect the exclusivity of the products and to showcase the high level of freshness provided by the brand.

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UTOPIA

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UTOPIA

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UTOPIA

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STORY 04 UTOPIA+:

Product, Packaging, & Identity Development

Class: Package Design 4 Instructor: Thomas McNulty Project: Arcadia Project Objectives: create an entirely new retail store and packaging for an extensive product line, taking in consideration what the company provides, target audience, location, architecture, etc. It includes house and private brands, designed accordingly to their unique selling point.

Project Outcomes: for this project I created a main brand, Utopia, and three brand extensions, Arcadia, Pie in the Sky and Cloud Nine.

Arcadia: the first brand extension to Utopia is Arcadia. For Arcadia I created a line comprised of cookware, kitchen utensils, and a line of spices, rubs and sauces to complement the house brand. The packaging and label designs are made to coordinate, in look and feel, with the main brand.

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ARCADIA

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STORY 04 UTOPIA+:

Product, Packaging, & Identity Development

Class: Package Design 4 Instructor: Thomas McNulty Project: Pie in the Sky Project Objectives: create an entirely new retail store and packaging for an extensive product line, taking in consideration what the company provides, target audience, location, architecture, etc. It includes house and private brands, designed accordingly to their unique selling point.

Project Outcomes: for this project I created a main brand, Utopia, and three brand extensions, Arcadia, Pie in the Sky and Cloud Nine.

Pie in the Sky: the second brand extension is Pie in the Sky. For this extension I created a line of gourmet dessert products and a line of organic flavored milk. For this brand’s design I chose to use all white packaging in order to convey the purity of the ingredients and freshness of the product. The label designs coordinate with the parent brand, but I relied on a softer tone to give the design a lighter feel.

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PIE IN THE SKY

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STORY 04 UTOPIA+:

Product, Packaging, & Identity Development

Class: Package Design 4 Instructor: Thomas McNulty Project: Cloud Nine Project Objectives: create an entirely new retail store and packaging for an extensive product line, taking in consideration what the company provides, target audience, location, architecture, etc. It includes house and private brands, designed accordingly to their unique selling point.

Project Outcomes: for this project I created a main brand, Utopia, and three brand extensions, Arcadia, Pie in the Sky and Cloud Nine.

Cloud Nine: the third and last brand extension to Utopia is Cloud Nine.

This extension is comprised of fresh seasonal fruits, vegetables, and freshly pressed juices. Due to the nature of the products they do not have labels or standard packaging, only a branding to be used for multimedia purposes.

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CLOUD NINE

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CLOUD NINE

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STORY 05 BLACK:

Black Tea Packaging & Identity

Class: Package Design 2 Instructor: Thomas McNulty Project: Black Project Objectives: create a new packaging structure and brand identity that reflects the core values of a marketed brand of tea in a contemporary and unique vision.

Project Outcomes: for this project I chose to revive the high end tea brand TWG Tea. Although a luxurious brand, TWG’s packaging lacked a strong identity. I brought to life the superior quality, vintage flavor, unique blends, and the diversity of these teas in a visually compelling way. I visually conveyed the various tea flavors through the use of colour, and created a more modern identity and packaging so that the brand is approachable without losing its sophisticated feel.

As TWG is known for having many different tea collections, I chose to focus on one their exquisite black tea collection. I used black packaging to denote that it was black tea. To offset the all black container I designed a white label with colour text and design to make it stand out just enough, without overpowering the overall packaging.

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BLACK

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STORY 06 TALIESIN:

Home Paint Packaging

Class: Package Design 2 Instructor: Thomas McNulty Project: Taliesin Project Objectives: create a new line of interior household paints in accordance with the artistic style of a designer or architect.

Project Outcomes: I wanted to create a design that speaks to the timelessness of Frank Lloyd Wright’s architectural designs and gives the consumer the inspiration to create. Each paint contains the colours used in the creation of the original architectural designs so that the consumer can more closely recreate the feel of his designs.

For this project I designed part of a interior paint collection inspired entirely by his former home “Taliesin” and so all of the colours he used are represented on each paint can. Throughout this design, I used angular as well as rounded edges similar to what he is well–known to have used in his design work so that the paints are easily recognizable as having been inspired by Frank Lloyd Wright’s unique design vision.

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TALIESIN

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STORY 07 LUMEN:

Light Bulb Packaging & Identity

Class: Package Design 1 Instructor: Brian Jacobson Project: Lumen Project Objectives: design a packaging structure and identity for a collection of three different light bulb wattages, as an extension of an existing brand of light bulbs.

Project Outcomes: while researching this project I found that all of the bulbs on the shelf looked essentially the same and so my main goal with my design was to differentiate my bulbs from all of the others on the shelf. I went with a clean look that would make the bulbs the focal point and draw attention to the specifics of each bulb so that they would be easily recognizable as a related set and as different wattages of bulbs.

The tubes are reusable to decrease waste and to give something to the customer that they would have fun reusing. I used shred paper to protect the bulbs as I find it frustrating to remove a bulb from the standard insert and thought that the consumer would find it useful rather than frustrating.

The colour palette conveys that the bulbs are related and have a progressively brighter hue as the wattages increase. This gives the consumer a noticeable visual clue as to each of their brightness.

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LUMEN

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STORY 08 MONOCHROMES:

Colour Pencils Packaging

Class: Package Design 1 Instructor: Brian Jacobson Project: Monochromes Project Objectives: design a new packaging structure for a set of 24 colour pencils to replace the current structure, that incorporates innovative ideas and uses minimal materials.

Project Outcomes: after evaluating the current Faber–Castell packaging structure, I did not feel that the quality of the product was well represented by the simple tins that they packaged their exceptional pencils in. It may have been that at some point that there were not as many companies that chose to use the tins and so they stood out, but that is definitely no longer the case. From my research, tins are now quite common for colour pencil packaging. I also noticed that Faber–Castell had some well made packaging structures for their pencils that were sold in larger quantities.

For this project I wanted to bring out the brands regality found in the larger pencil sets to the smaller sets, a well designed Eco–friendly packaging alternative without increasing the cost of the materials. I used boxes made out Loktah paper, a beautiful spin on Eco–friendly packaging with a high–end feel and look. I also wanted to accentuate the fact that it is a well established and trusted brand while updating the look a bit. I used images that accentuated the colours that can be found within each package. Rather than using the cliché colour pencil illustrations, I chose to use photographs for my designs to modernize the overall look of the packaging.

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MONOCHROMES

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STORY 09 BODY & SOUL:

Skincare Packaging & Identity

Class: Package Design 3 Instructor: Thomas McNulty Project: Body & Soul Project Objectives: design a set of seven skincare products and an in–store display as a sub–brand of a marketed brand that is not known in the skincare category, while staying true to the brand’s core values.

Project Outcomes: as an extension to the well–known RedBull brand I aimed to stay true to the feel of the parent brand without simply mimicking it. I wanted the design to speak to the fact that the product is unisex and, therefore, designed it to appeal to both sexes.

RedBull, as an energy drink, stands out and is instantly recognizable in a virtual sea of similar products and it was that powerful shelf presence that I wanted to bring to my design of the brand extension. The streamlined design speaks to an elegant and pure product while the package design is unique and creates this project’s shelf presence that I was aiming for.

The in–store display is meant to convey a sense of movement through its shape and intrigue the eye as an overall structure.

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BODY & SOUL

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S T ORY 10 NAKED:

Natural Product Line Packaging & Identity

Class: Package Design 3 Instructor: Thomas McNulty Project: Naked Project Objectives: chose a marketed brand and create a brand extension comprised of a collection of earth-friendly laundry, household cleaners, and personal products with a clear emphasis on sustainable packaging.

Project Outcomes: these sustainable package designs were created as an extension to the Naked Juice Co.. This fruit infused line of laundry, household cleansers and personal products convey the core value of the parent brand via the packaging and the products.

The labels’ colours reflect the nature of the infused fruit to allow the consumer to more easily differentiate the various products. Each line was also assigned a number to allow the consumer to quickly and easily identify what line each is from.

The extension’s logo was inspired by the parent brand’s logo so that it would be easily recognizable as having come from the same company, but was differentiated enough to make it unique to the extension.

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NAKED

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NAKED

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S T O R Y 11 BE AWARE:

Aids Awareness Posters

Class: Visual Systems 1 Instructor: Troy Alders Project: Be Aware Project Objectives: design two posters promoting Aids awareness, visually conveying the cause in an innovative manner.

Project Outcomes: this set of posters was created to increase Aids awareness. I chose to use graphic representations of the dangers of Aids. Given the large volume of material out in the world meant to convey the same message, I chose to use non-conventional imagery in order to catch the viewer’s eye while also representing the danger in a quickly digestible set of images.

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BE AWARE

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S T OR Y 12 T H I N K R E S P O N S I B LY:

Multimedia Promotional Materials

Class: Visual Systems 2 Instructor: Marc English Project: Think Responsibly Project Objectives: create a visual system that you will roll out in a self-contained Corporate Social Responsibility website for a company, along with print, and web assets, designed to promote and drive traffic to the site.

Project Outcomes: the goal of this project was to create a self-contained C.S.R. website and related materials for a company, in my case Volkswagen, to drive traffic to the site. I played up to the company’s widely held status as an eco-friendly car manufacturer. I created a website that was simple, but informative and that kept with the light airy theme of the project that was also echoed in the related materials. The website and print materials enhance the brand’s core C.S.R. values and present Volkswagen in a positive light.

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T HINK R E S P ON S IBLY

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T HINK R E S P ON S IBLY

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T HINK R E S P ON S IBLY

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WATER POWER

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S T ORY 12

DAM

POWER GENER ATION

T H E PAT H O F T H E C U R R E N T:

ELECTRICAL GRID

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From Source to Battery

WALLBOX

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T HINK R E S P ON S IBLY

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T HINK R E S P ON S IBLY

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THE GAME OF JACKS: WHAT YOU NEED:

GAME–PLAY:

10 multicolored jacks & 1 ball

Onesies—10 rounds: pick 1 jack at a time Twosies—10 rounds: pick 2 jack at a time

PLAYERS:

WHO WINS:

Player 1: girl, 5 years old

The player to acquire the most points at

Player 2: girl, 8 years old

the end of each round wins.

GAME RULES:

TAKING TURNS :

1 Throw the jacks onto the play surface.

A turn continues until you:

2 Toss the ball into the air.

• miss the ball

3 Pick up the correct number of jacks.

• miss the jacks

4 Let the ball bounce once.

• move a jack

5 Catch the ball while holding the jacks.

• drop a jack

S T OR Y 13 JACK:

The Game of Jacks Informational Poster

Class: Information Design Instructor: Anthony Palmer Project: Jack Project Objectives: create a situation in which something is experienced; you will then measure and record that experience visually. The game of Jacks will be used to accomplish this task.

Project Outcomes: given the lighthearted nature of the project, it is interesting to note that there was a lot of research and time involved in gathering the necessary data to be included on the poster. Rather than taking the direct approach to present informational text that has been repeated so many times in the past, I chose to use photography and text layout to create a more interesting and engaging piece.

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JACK

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S T ORY 13

300p

40%

200p

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50p

32.5% 12.5% 12.5%

25p

2.5%

•the percentage of color picked first during each round

THE GAME OF JACKS: W H AT Y OU NEED :

G A ME – P L AY:

G A ME RUL E S :

TA K ING T URNS :

10 multicolored jacks & 1 ball

Onesies—10 rounds: pick 1 jack at a time Twosies—10 rounds: pick 2 jack at a time

1 Throw the jacks onto the play surface.

2 Toss the ball into the air.

3 Pick up the correct number of jacks.

4 Let the ball bounce once.

5 Catch the ball while holding the jacks.

A turn continues until you: • miss the ball • miss the jacks • move a jack • drop a jack

P L AY ERS : Player 1: girl, 5 years old Player 2: girl, 8 years old

W HO W INS : The player to acquire the most points at the end of each round wins.

Player 1: 2 out 20 rounds

Player 1: 8 out 20 rounds

Player 2: 3 out 20 rounds

Player 2: 5 out 20 rounds Player 1: 1 out 20 rounds

Player 1: 7 out 20 rounds

Player 2: 0 out 20 rounds

Player 2: 9 out 20 rounds Player 1: 2 out 20 rounds Player 2: 3 out 20 rounds

S T ORY 14 U R B A N A R C H E O L O G Y:

Information Design

Class: Information Design Instructor: Anthony Palmer Project: Urban Archeology Project Objectives: using archeology as a metaphor, explore the artifacts of your urban surroundings and create an interactive visual documentation of your findings. For the purposes of this project, you will use the term “urban� to apply to any human built environment.

Project Outcomes: given the requirement of creating an application using urban archeology as a metaphor, I chose to gather information concerning the choices made by consumers when shopping for cereal at a traditional grocery store versus those at a store marketed as a healthy alternative.

Using photography, as a mechanism to visually convey the statistics I acquired, I designed an interactive and entertaining app in order to share the information with the public.

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URBAN ARCHEOLOGY

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S T OR Y 15 LIQUIDS:

Digital Photography & Photo Editing

Class: Digital Photography Instructor: Eric Stampfli Project: Liquids Project Objectives: shoot and edit a visually cohesive series of portraits based on a concept of your choice.

Project Outcomes: the concept that I chose to do for this series was the interaction of various viscosities of liquids on the human body. I chose to photograph only the head and shoulders so that there was enough variation in the topography of the person without being so much as to be distracting.

I used a fast shutter speed and fairly shallow depth of field to focus the viewer’s attention on the liquids as they filled and exited the curves of the face.

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CREDITS & COLOPHON STORIES:

Senior Por tfolio

Class: Senior Por tfolio Instr uctor: William Culpepper Project: Senior Por tfolio Tex t Stock: Mohawk Super fine Ultrawhite Ty peface: DIN Condensed , A rcher Photography: Don Paulsen Photo Editing & A r t Direction: A na Paulsen Print & Binding: The Key Pr inting & Binding

TO BE CONTINUED...