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
Ti t
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