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DESIGN IS A JOURNEY OF DISCOVERY – Derek Parker

INTRODUCTION Growing up, I was made to believe that being anything but an engineer or a doctor was not a sensible option. But the truth is if I had taken that advice, I wouldn’t be able to do what I do today. Design and artistic creativity is what truly inspired me, and I always dreamt of pursuing my career in the creative field. Thanks to those big dreams, I explored the world, learned about new cultures, and discovered new design paths. During my creative journey, I learned that everything is interconnected with logic, balance, and aesthetics, whether it is a scientific discovery, weaving a new textile fabric, or creating visual content to communicate messages. The multi-dimensional exposure that I have had by studying science, textile, graphic design and the artistic influence of my Indian background combined with the varied aesthetic appeals of different cultures is paving an exciting path for pursuing my design dreams.


CONTENT TEXTILIS

08

TENNIS PRO

22

KAMPUNG

36

THDM

50

ASTAVA

60

MACKINNON

70

PEPPERIKA

86

ENTROPE

94

PETERSON

104


THE NATURE OF

CREATIVITY is to make space for things to

HAPPEN – Iain McGilchrist


01

02 03 04 05 06 07 08 09

TEXTILIS INNOVATIVE SOLUTIONS FOR CUSTOM CARPETS

CATEGORY

COURSE

Branding

Advance Typography

INDUSTRY

DELIVERABLES

Textile

Visual Identity, Branding Guidelines

ART DIRECTOR

KEYWORDS

Sean Bacon

Quality, Comfort, Innovation

TYPEFACE

DURATION

Publico Text Sofia Pro

4 Weeks

OBJECTIVE

Textilis is a carpet manufacturing company based in Milan, Italy. Driven by its focus on innovation, quality, and sustainable practices, the company’s goal is to produce high performance woven textiles and carpet without compromising the environment. To promote modern designed carpets tiles which allow buyers between the ages of 40-60, to customize the perfect carpet for their home and office, Textilis needed a new visual identity and brand guidelines to stand out among its competitors. APPROACH

The top priority for Textilis was to create a brand that reflects innovation and is welcoming. Inspired by the modern lifestyle of people, a simple, fresh design approach taken to define the company’s visual identity. A typographic combination of publico font and sofia pro gives the brand a contemporary yet elegant look. The use of soft bright colors and imagery encourages customers to feel enthusiastic about the brand and make a purchase with confidence. The blend of geometric designs used as an inspiration for the visual identity and other applications. A custom online design app was created for customers to select, customize, and order carpet tiles.

TEXTILIS | 08


Design elements inspiration taken from the machines use to make carpets and techniques to weave the carpet.


LOGOMARK

LOGO

TAGLINE

Innovative Solutions for Custom Carpets

ATTRIBUTES

Communication

Modern

Innovation

Contemporary

Eco-Friendly

Comfort

COLOR PALETTE

#04324C

#F79E7F

#A6DCDE

#DEEAAF

TYPEFACES

Publico Text

AB ab DESIGN LAYOUT

Design elements inspiration taken from the machines use to make carpets and techniques to weave the carpet.

Sofia Pro

AB ab

#F27077


TARGET– AUDIENCE OVERVIEW

Identifying a target market is essential because it enables the company to direct its resources to those customers with high potential for sales growth, interest in the product, and loyalty to the brand. The right target audience helps the company develop effective marketing communication strategies. With its unique business nature, Textilis caters to multiple audiences from different demographics ranging from homeowners to corporate sectors and manufacture flooring products for various spaces like home, airports, hotels, convention centers, hospitals and government offices. PRIMARY AUDIENCE

Homeowners Ranging from 40-60 years of age, homeowners are the audience who look for unique, authentic, sustainable products and elegant flooring to enhance the decor of their home without compromising the style and budget. SECONDARY AUDIENCES

Public/Corporate Sector In these sectors, time is of the essence, and schedules are critical. Customized flooring solutions are an essential part of a successful outcome. Innovative flooring design can depict the workplace of the future, the workplace of the moment, and the evolution from one to another. Education Sectors Carpet flooring lays the foundation for spaces that inspire imaginations and invite experimentation and problem solving, creating the thinkers, and dreamers. Textilis creates durable carpet tiles that use design to transform the learning experience. Healthcare Sector It takes many forms and requires a sensitive and practical approach that considers patients, caregivers, and their environments. Textilis provides carpet tiles that support healthcare at every level - creating positive, low stress, comforting spaces. Products made with fibers, backings, and finishes that are durable and easily maintained can be the difference between an anxious visit to a healing environment and a positive one.


15 | TEXTILIS


TEXTILIS | 16


THE HARDER THE

BATTLE the sweeter the VICTORY

– Les Brown


01

02

03 04 05 06 07 08 09

TENNIS PRO LEVERAGING TECHNOLOGY TO REINVENT TENNIS TRAINING

CATEGORY

COURSE

Interactive

Mobile Design

INDUSTRY

DELIVERABLES

Sports

Mobile App

ART DIRECTOR

KEYWORDS

Bradford Prairie Roger Wong

Technology, Sports, Masculine DURATION

TYPEFACE

6 Weeks

Benton Sans

OBJECTIVE

Wilson Sporting Goods Company is one of the most recognizable sports equipment brands in North America. To bring more advanced technology in a tennis game, Wilson wants to develop an app using AI (Artificial Intelligence) that will instantly enable players to gain powerful insights about their performance. APPROACH

Benton Sans family font used to design the Tennis Pro app layout because of its digital yet organic shapes and subtle transitions of stroke width. A palette of black, red, and grey color gives the app a masculine look and promote legibility. The Tennis Pro app uses machine learning technology to track how the player hit a ball on the tennis court–giving them a chance to benefit from similar techniques to those used at Wimbledon. The sensor attaches to any tennis racket — captures over 1,000 data points per second, and wirelessly sends data to a smartphone or apple watch.

TENNIS PRO | 22


AFFINITY MAPPING

Affinity mapping/Affinity diagram is an excellent method for organizing data gathered during research or ideas generated during brainstorms. Here, it helped to identify the needs of two different users based on their interviews, contextual inquiry, competitive analysis, and create future strategy for app design.

23 | TENNIS PRO


KATE SIMONS 32 | FEMALE | SOFTWARE ENGINEER

LOCATION San Diego, CA

EDUCATION M.Tech in Comuter Science

INCOME 200,000/Year

ARCHITYPE Adventurous, Reader

Graduated from the University of Pennsylvania, Kate works as a software engineer in Qualcomm, San Diego. She enjoys traveling, good reading but, mainly she enjoys tennis. GOALS . Wants to participate in local tennis competitions. . Wants to play for the USTA (United States Tennis Association), her target is to join the Category 1.

FRUSTRATION

. Because of her in-consistent work schedule, hiring a coach is not an option for Kate.

. Unable to track her game progess on daily basis.

AFFORDABLE WILSON 5.3 STRUNG TENNIS RACQUET ACCURACY SERENA WILLIAMS USTA COMPETITONS

JAKE KAWOLSKY 14 | MALE | HIGHSCHOOL FRESHMAN

LOCATION San Diego, CA

EDUCATION High School

INCOME Dependent

ARCHITYPE Competitive, Learner

About to start his first year as a high school student, Jake always had an interest in tennis sports. He used to plays in various little leagues. GOALS . Wants to get tennis scholarship.

. Wants to be a the Varsity Captain of the High School Tennis team.

FRUSTRATION . His parents can’t afford to pay extra for private tennis coaching lessons. . Unable to improve his practice witH out proper guidance.

AFFORDABLE WILSON FEDERER 25 JUNIOR TENNIS RACQUET ACCURACY ROGER FEDERER TENNIS SCHOLARSHIP


01

02

03 04 05 06 07 08 09

25 | TENNIS PRO


TENNIS PRO | 26


STATISTICS

MAIN SCREEN

Users can see their overall performance and session highlights.

Total Training Time /month

70hrs FOREHAND

SERVE

99 Shots

38 Shots

35% 1#%

TOTAL

220 SHOTS 17% 3%

VOLLEY 38 Shots

5%

BACKHAND 66 Shots

SMASH 11 Shots

SESSIONS HIGHLIGHTS

BEST PIQ

BEST SHO“

7832

105 km/h

 

PIQ SCORE

RACKET SPEED

SHOTS

Home

Profie

PRACTICE

Pr»¼ti¼e

BEST RALL

Hi´tor¶

Video

The innovative Smart Rally Capture technology automatically records every rally and generates individual clips of each shot, so users can easily analyze their practice instantly.

OVERVIEW

This section break down users tennis stroke by swing type (forehand, backhand, smash, serve, etc.) and provide a separate performance report for each, indicating areas for improvement.


PROFILE

a personalized section allows to users to set the app as needed. And, it also allows to put detailed personalized information.

PREVIOUS PRACTICE

This section allows users to see their detailed previous practice and compare them to gain powerful insights.

PRO VIDEO LESSIONS

Via this section, users can learn from expert coaches.


01

02

03 04 05 06 07 08 09

TENNIS PRO 1 %

3:15 PM

TOTAL

220 SHOTS 3%

5%

2:12:56

29 | TENNIS PRO

35%

17%


01

TENNIS PRO

3:15 PM

FOREHAND

3:15 PM

FOREHAND

99

BACKHAND

66

Speed

SERVE

38

Tit

186.45

S'ASH

11

Rotation

-120.15

VOLLEY

35

TOTAL SHOTS :

Impact Time

SERVE

0.26 sec

80

100

120 140

60 40

160

20

Estimated Ball Speed

0

128 km/h

03 04 05 06 07 08 09

3:15 PM

IMPACT

FOREHAND BACKHAND SERVE SMASH

TOTAL SHOTS : 38

99 70.20 km/h

3:15 PM

02

11% 1% 50% 24%

180 200

5%

TENNIS PRO | 30


Food is not rational. It is a

CULTURE habit, craving and

IDENTITY

– Jonathan Safron Foer


01 02

03

04 05 06 07 08 09

KAMPUNG CASUAL DINING INSPIRED BY MALAYSIAN STREET FOOD

CATEGORY

COURSE

Branding

Page Layout

INDUSTRY

DELIVERABLES

Food Service

Logo, Menu

ART DIRECTOR

KEYWORDS

Bradford Prairie

Rustic, Modern, Friendly

TYPEFACE

DURATION

Alternate Gothic No2 Alegreya, Brother OT Warnock Pro

4 Weeks

OBJECTIVE

Kampung is a new Malaysian street eatery opening in downtown San Diego. The client’s goal is to create a vibrant, colorful, modern, yet ethnic place where people can relax and have a conversation as they enjoy their food. The restaurant’s target audiences are 24 to 40 years old young millennials, who are looking for authentic, culturally-inspired flavors fused with a modern twist. A new ethnic visual identity is needed to help the restaurant stand out among other ethnic restaurants.

APPROACH

Malaysian cuisine is a melange of many cultures, making it highly complex and diverse. To reflect that diversity and cultural aesthetics, the inspiration from batik print, a textile printing technique popular in Malaysia, has been used to create the design of the menu. Hence the use of traditional golden yellow, dark vibrant brown-red colors. Inspired by the old ‘MALAY’ script, a custom font designed to give the logo a sophisticated yet imperfect aesthetic. For the body copy of the menu and branded items such as aprons and packaging, a typographic combination of warnock pro font and alegreya font paired with brother font has been used to provide a harmonious and robust rhythm. All design elements gives an ethnic yet modern, friendly, and energetic feel to it.

KAMPUNG | 36


LOGO

TAGLINE MALAYSIAN STREET EATERY ATTRIBUTES

Culture

Rustic

Relaxing

Modern

Fresh

Tradition

#F1AD3D

#D8C69D

COLOR PALETTE

#4B1F1A

TYPEFACES

Alegreya

Alternate Gothic No.2

AB ab

AB ab

Brother OT

Warnock

AB ab DESIGN LAYOUT

AB ab


DIFFEREN– TIATION OVERVIEW

A creative and strategic approach was needed to craft a new name for the restaurant brand. The name “Kampung” represents the famous food street in Malaysia and perfectly aligns with the brand identity. It evokes a sense of Malaysian pride that will easily connect with the intended audience. Kampung has also proudly developed a working relationship with the local farmers and producers to promote sustainability. VALUE PROPOSITION

Authenticity Natural rustic ambience is captured by integrating architecture similar to streetside eatery throughout. Location Located at the prime location in downtown where there is lots of foot traffic. Unique The restaurant is first of its kind to represent authentic Malaysian cuisine in the San Diego. Service Attentive yet friendly service which represent Malaysian charm. POSITIONING UPSCALE

ACCESSIBLE

AUTHENTIC

Opportunity is here

AFFORDABLE


01 02

03

04 05 06 07 08 09

41 | KAMPUNG


01

02

03 04 05 06 07 08 09 10

43 | KAMPUNG


ENJOY YOUR FOOD VISIT KAMPUNG:

KAMPUNG | 44


SUSTAINABLE DEVELOPMENT IS THE

PATHWAY

to future we want for all – Ban Ki Moon


01 02 03

04

05 06 07 08 09

THDM

TELLING THE STORY OF THE TUNA HARBOR DOCKSIDE MARKET

CATEGORY

COURSE

Multimedia

Process & Production

INDUSTRY

DELIVERABLES

Local Fisheries

Promotional/ Documentry Film

ART DIRECTOR

KEYWORDS

Candice Lopez

Sustainability, Environment, Economy

TYPEFACE

COLLABORATORS

Raleway Justus Pro

Luis, Kieren and Bryan DURATION

5 Months

OBJECTIVE

Tuna Harbor Dockside Market is the only open-air seafood retail market at seaport village, San Diego, California, where fishermen sell freshly caught seafood directly to consumers. People are unaware that California coasts are rich in seafood, and the local fishermen use sustainable fishing methods. The goal of this project is to promote the market, connect San Diego public to the commercial fishermen, and educate them locally caught sustainable seafood. APPROACH

Several branding strategies were taken into action to promote the market, such as developing a new identity, logo, and branded applications. Above all, to reach a broad audience, a promotional film is produced where fishermen are conveying their stories in their own words. The film shooting conducted at the pier of the seaport village where the market is situated. The storyline is documentary-based and developed to connect fishermen with local people of San Diego. Raleway font is used for lower thirds in the film for its simple and elegant looks.

THDM | 50


LOGO

TAGLINE

SDFRESH

ATTRIBUTES

Support

Vision

Fresh

Local

Economy

Sustainable

COLOR PALETTE

#0D467D

#C82B1F

#25AAE2

#6DD2DA

TYPEFACES

Justus

Raleway

AB ab

AB ab


MIND MAP Every good design/ film needs a strategy and clear plan to guide them. To differentiate and stand out, the first step for a good deisgn is to visually create a structure called mind map, which groups brand’s characteristics and help clarifying ideas.


For full Video, please visit: https://youtu.be/FJWpDyqo5cE

55 | THDM


01 02 03

04

05 06 07 08 09

THDM | 56


YOGA MEANS ENERGY,

STRENGTH and beauty to body,

MIND & SOUL – Amit Ray


01 02 03 04

05

06 07 08 09

ASTAVA

BOUTIQUE YOGA STUDIO WITH A HOLISTIC APPROACH

CATEGORY

COURSE

Branding

Portfolio

INDUSTRY

DELIVERABLES

Health & Fitness

Logo, Branded Merchandise, promotional posters, social media

ART DIRECTOR

Bradord Prairie Sean Bacon

KEYWORDS

TYPEFACE

DURATION

Ivy Mode Gibson

Health, Community, Connection

4 Weeks

OBJECTIVE

Astava is a boutique yoga studio located in San Francisco, California. Focusing on the mind-body connection, rigorous practice and training, they offer an inner-growth and educational approach to overall fitness. The creative challenge was to illustrate the principles of yoga using a refined and technical graphic language that would become representative of the studio’s holistic approach to global wellness. APPROACH

The visual identity created using an organically designed graphic language that becomes alive and adapts to different types of applications, from the studio’s logo to branded merchandise and promotional collaterals. The minimal and sophisticated approach to the brand reflects the founders’ vision–to develop a refined, almost exclusive brand that merges method, tradition, and precision with humanity and ritual.

ASTAVA | 60


61 | ASTAVA


01 02 03 04

05

06 07 08 09

ASTAVA | 62


01 02 03 04

63 | ASTAVA

05

06 07 08 09


01 02 03 04

05

06 07 08 09

ASTAVA | 64


IF YOU WANT TO

CHANGE the world, pick up your pen and

WRITE – Martin Luther King Jr.


01 02 03 04 05

06

07 08 09

MACKINNON TIMELESS WRITING INSTRUMENTS HANDCRAFTED IN AMERICA

CATEGORY

COURSE

Interactive, Branding

Web Design

INDUSTRY

DELIVERABLES

E-Commerce

Website, Packaging

ART DIRECTOR

KEYWORDS

Bradford Prairie

Craftmenship, Timeless, Functional

TYPEFACE

DURATION

Quarto Verlag

6 Weeks

OBJECTIVE

Mackinnon is a New York-based design brand that manufactures elegant writing instruments. Founded in 1886, the company is re-discovering the roots of products and bringing them up to date with timeless design and the use of modern technology. The objective of this project is to create a responsive e-commerce website which has the functionality to increase the conversion rate and a packaging system that reflects the brand’s aesthetics. The target audience varies from 30 to 60 age group, appreciating the beauty of an exquisitely crafted, perfectly executed fountain pen. APPROACH

The company’s brand values are focused on American craftsmanship and quality. The website needed to be inviting and easy to navigate while providing information about the uniqueness of the writing instruments. An elegant approach is taken to design a website layout with clean typography and good product images. Verlag typeface for its humanist model approach is paired with old-style serif typeface quarto for its high contrast and delicate features. The use of black and gold colors represents luxury, authority, and elegance, and the refined custom logo designed to reflect the authenticity of the brand.

MACKINNON | 70


LOGO

TAGLINE

TIMELESS SPIRIT, TRUE ORIGINAL. ATTRIBUTES

Culture

Elegance

Sophisticated

Modern

Aristocrat

Functional

#e5bc82

#fcf5e0

COLOR PALETTE

#1b1d1d

est.1887

TYPEFACES

Quarto

AB ab DESIGN LAYOUT

Verlag

FIN

AB ab

EW RIT

IN G IN S T R U

ME

NT

S


RE-NAMING BRIEF NAMING OBJECTIVE

A brand name and tagline are the core of any brand identity and story. The company needed a new fresh name for its brand, which connects to its audience. The current name—Duncan Pen Company—is failing to attract its audience. A creative, disciplined strategic technique and mind map used to research the name. NAMING CRITERIA

While meaning and appearance are the first two attributes of the naming criteria, the name should also have distinctive qualities, be future-oriented, have domain availability, and have a visual presence. Competitor’s name Parker Cross Pelikan

Faber Castell Mont Blanc Visconti

Carandache Montegrappa Waterman

Graf Von Faber Castell

Mind Map/List

Potential Names Petrach’e M.Bion

Williamson Schwenter

Mackinnon Elegant Pen

Aristocrat Daniel’s Pen

FINAL NAME SELECTION

After research and reviews, Mackinnon’s name was selected because it is associated with Duncan Mackinnon, who invented and patented the stylography pen in 1870. His invention revolutionized the pen industry. Mackinnon embodies excellent symmetry, well balanced with syllables, has rich history, and creates perfect letters for the monogram. Mackinnon name reflects the company’s brand valuesDesign & Creativity, American Craftsmanship, Quality, Affordability, and Luxury.


01 02 03 04 05

06

07 08 09

KEVIN ANDERSON EXECUTIVE DIRECTOR | 45 YEARS OLD | MARRIED

“ If you are a man with good taste, having your own collection of executive fountain pen is a definitive must.” LOCATION San Francisco, CA

EDUCATION MBA in Business Management

INCOME 200,000 Per Year

ARCHITYPE Leader, Genius, Mentor, Passion

60%

25%

15%

Kevin is an executive director at Intuit, a business and financial software company, he has different interests in multiple ventures and believes that technology assists in growth. For him, using a fountain pen is a mark of a status symbol, an object which defines intriguing aesthetic values. He is always on the hunt for an exquisite, elegant, handcrafted fountain pen. The budget for him is no issue, and he doesn’t hesitate to spend big to make himself happy. NEEDS & GOALS – Secure, fast interactive website. – Notification of upcoming product.. – To grow a strong corporate reputation. – Always on look for luxury products. PAIN POINTS –Unavailablity of made in America products. –No custom made products according to his need. –Annoyed with checkout process if buying online. –None interactive websites are available.

EMPATHY EMOTIONAL NETWORK ENTREPRENEURAL

75 | MACKINNON


01 02 03 04 05

06

07 08 09

FELICITY GRAYE WRITER/COLLECTOR | 29 YEARS OLD | SINGLE

LOCATION San Diego, CA

EDUCATION MA in English Literature

INCOME 90,000 Per Year

ARCHITYPE Enthusiast, Reader, Nerd

10%

15%

75%

An avid writer by heart, Felicity works as a HR manager in Broadcomm, San Diego. She loves to explore old literature and indulge herself in reading. Felicity is also a big collector of fountain pen, who thinks that feeling the nib on the paper, seeing the ink creating letters, the whole experience is more personal and tactile than just typing on a laptop. She is organized, encyclopedic, and nerdy and loves the historical connection of a fountain pen.

ISSAC REED

CALIGRAPHER | 39 YEARS OLD | SINGLE

LOCATION Washington State, CA

EDUCATION MA in Arts

INCOME 60,000 Per Year

ARCHITYPE leader, Creative, Passion

10%

25%

65%

Being an entrepreneur, Issac knows how important time is to a business. His passion for caligraphy lead him to many connections. For him, custom made pens designed to meet different specific needs and preferences. He is outgoing, friendly, and don’t mind being a weird one in the crowd.

MACKINNON | 76


01 02 03 04 05

06

07 08 09

MACKINNON | 78


01 02 03 04 05

06

07 08 09

KEVIN’S USERFLOW Kevin wanting to customize his pen according to his requirements, goes to the Mackinnon website and chooses the fountain pen he needs. He picks the pen, customize it and lastly, goes through checkout process.

79 | MACKINNON


01 02 03 04 05

06

07 08 09

MACKINNON | 80


GOOD FOOD IS ALL THE

SWEETER

when shared with GOOD FRIENDS – Ali


01 02 03 04 05 06

07

08 09

PEPPERIKA BRINGING AUTHENTIC INDIAN PICKLES TO A NEW MARKET

CATEGORY Branding

COURSE logo and Packaging

INDUSTRY Food

DELIVERABLES Packaging

ART DIRECTOR Min Choi

KEYWORDS Unique, Bright, Traditional

TYPEFACE Poynter Old Style Text Adaptive Mono

DURATION 4 Weeks

OBJECTIVE Pepperika is an online Indian pickle business based in San Diego that targets young females, 20 to 40 years of age, who are looking for the delicious, mouthwatering, and healthy pickles to try, without the guilt of wasting large quantities of it. The objective of this project is to introduce a new brand strategy and create enthusiasm among the audience to try Indian pickles. APPROACH To target the young female audiences, a carefully designed small package of three unique pickle varietals are introduced on the company website, in which customers can select three varieties of pickles according to their palettes and tastes. They can try it, taste it, and then can make a big purchase. The packaging uses eco-friendly materials and bright colors. The inspiration for the pattern is from Indian truck art. The logo is custom- designed, which very well reflects the unique approach of the brand. The inspiration for the logo is from Ek Type foundry. The labels use poynter font and adaptive monotype that reflect traditional values with a twist of modernism. The recipe book is also included in the packaging to make customers familiar with delicious food recipes made by using pickles.

PEPPERIKA | 86


01 02 03 04 05 06

07

08 09

PEPPERIKA || 05 88 PEPPERIKA


CONTINUALLY SEEKING WHAT LIES

BEYOND your horizon is

CURIOSITY

– Nick Sousanis


01 02 03 04 05 06 07

08

09

ENTROPE

A MAGAZINE COMMUNICATING THE INFORMATION GATHERED THROUGH RESEARCH

CATEGORY

COURSE

Editorial

Page Layout

INDUSTRY

DELIVERABLES

Science

Magazine

ART DIRECTOR

KEYWORDS

Bradford Prairie

Knowledge, Approach, Purpose

TYPEFACE

DURATION

Mercury Uniform Quantify

4 Weeks

OBJECTIVE

Entrope is an informative monthly science magazine targeted towards educators, researchers, and academic professionals interested in research and the latest technology. The magazine targets audience, ages 35-45, with carefully written cutting edge articles. Entrope’s main motto is to communicate the information gathered through research as well as to stay in front of its competitors. APPROACH

The magazine covers use a photo-driven method to increase the interest of the audience and to differentiate from other science publications. The masthead is designed by using the quantify-bold font and is locked up with headlines and other additional information for the modern design layout approach. The combination of uniform and mercury font brings a touch of energy in the magazine without being too dull. Every little detail, like typographic hierarchy and white space, was meticulously chosen to fit the magazine’s purpose.

ENTROPE | 94


01 02 03 04 05 06 07

08

09


07 08 08 09 10 01 02 03 04 05 06 06 07

33 | Entrope


FORM MUST HAVE A

CONTENT & that content must be linked with

NATURE – Alvar Aalto


01 02 03 04 05 06 07 08

09

PETERSON ELEVATED ARCHITECTURE DRIVEN BY SUSTAINABILITY

CATEGORY

COURSE

Branding

Portfolio

INDUSTRY

DELIVERABLES

Architecture

Identity, Environmental Design, website

ART DIRECTOR

KEYWORDS

Bradord Prairie, Sean Bacon

Contemporary, Vibrant, Sustainable DURATION

TYPEFACE

4 Weeks

Monteserrat Baskerville Poster PT

OBJECTIVE

Peterson is a new emerging architectural firm in the heart of Melbourne, Australia, a city under tremendous growth and development. It is a freshly founded office with love for concrete, natural material, modern, and friendly architecture and needed to communicate the same value, feel accessible, and be welcoming. The challenge was to create a brand identity that would elevate the brand from standard marketing as well as differentiate it from other firms in the area. APPROACH

To attract the diverse client mix and reflect the contrast of urban living, the creative deliverables needed to meet the enthusiastic, artisan, and vibrant brief. A modern look and feel, expressive typography style, flexible yet straightforward graphic patterns, and a vibrant color palette helped to differentiate the brand and stand out in a saturated urban marketplace.

PETERSON | 104


105 | PETERSON


01 02 03 04 05 06 07 08

COMING SOON A mixed use property consisting of 20,000 square feet of commerical retail and residential town homes with ample of outdoor spaces.

petersonprojects.com

PETERSON

09


01 02 03 04 05 06 07 08

09

PETERSON | 108


Sottori Spirits

Peterson Architect Firm

Custom Boutique Studio

Astava Yoga & Fitness Studio

Fountain Pen Company

Trade In Trade Up, Altium


GRATITUDE First and foremost, I want to say thank you to my husband, Hiten and my 8 yrs old son Eshaan and. Thank you for supporting me unconditionally and for giving me the courage to restart my educational journey. Without you both, nothing was possible. I love you both. Thank you, mom and dad, for supporting me from far and all the encouragement you have given me. Thank you, Jabeen, for helping me by taking care of my son while I was finishing my assignments, listening to my problems, and encouraging me whenever I was feeling helpless. You are one of the most positive people I have ever met in my life. Thank you, Supriya, for supporting me whenever I asked for help and cooking food for my family. Thank you, Ekta and Bhavini, for being such an amazing and supportive friends. Your support means a lot to me. A big thank you to Benjamin Kitzinger, my manager at Altium. Thank you for being my mentor, teaching me new multimedia skills, and for giving me flexibility at work so I could attend classes. Thank you for all the encouragement along the way towards the completion of my portfolio. Thank you, Agata, for your support, being my lunch buddy at work, and all the giggles. I can’t express enough gratitude for the support that Sean Bacon and Bradford Prairie have provided in these three years. Thank you for supporting me mentally and helping me keep focused. And, a very special thank you for supporting me during my very lowest point and guiding me through it. Thank you, Candice, for being such a caring teacher and motivating me to never to give up for anything. I have been very fortunate to come across you. You are an inspiration to me. Thank you, Eugene, for lifting my spirits, listening to me, and all the hugs. Thank you, Norm, for providing all the technical help throughout. Thank you to my classmates for all the support and encouragement. Thank you to all the people I met and who encouraged me during my journey at City College.


COLOPHON DESIGNER Archana Verma

TYPEFACE

Brandon Grotesque New Caledonia LT Josefin Sans

PHOTOGRAPHY Bradford Prairie, Archana Verma

COPYRIGHT© 2020 ARCHANA VERMA

All rights reserved. No portion of this book can be used or reproduced without written permission from the author. All images are shown for inspiration only. Some of the photography is from Google, Pinterest, Freepik, Unsplash and Pexels. For more information contact

archanavermaa@gmail.com


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