Issuu

Environmental

Brand

Experiential

Architectural

INTRODUCTION

This experience book is a reflection of my body of work and design strategies. Since before I can remember, I have had a tremendous passion for art and design. My high school expressed the importance of focused learning, based on our strengths and interests and I chose art as my career-related program.

I graduated from Arizona State University in Tempe, Arizona, from the School of Architecture with a major in Visual Communication and a minor in business. For my first eight years of my career, I worked at Architekton— an award-winning architectural design firm in Tempe. I utilized my skilled learned at ASU, as well as acquired many fresh design and marketing techniques.

Where All of My Experiences Began

For the next five years, I worked for CallisonRTKL—a well-renowned, international architecture firm in Los Angeles, California. I was part of the Environmental Graphic Design team for three years and strengthened my skills in signage and wayfinding and architectural enhancements.

The next two years, I was on the Branding team and evolved my versatility as a designer in the built environment. Our team worked simultaneously with the architects, urban planners and interior designers on integrated projects, focused on human-centric design.

ASCHLEY McCOY

Senior Graphic Designer

Environmental Graphics

Brand Strategy

Experiential Design

Architectural Marketing CONTACT

ADDRESS

1510 Kingston Crossing Upland CA 91786

PHONE

480.459.7306

E-MAIL

aschleyyano @icloud.com

ABOUT ME

SKILLS

With over 15 years of experience in marketing, brand strategy and environmental graphic design, I have evolved my versatility as a designer. I am interested in furthering my career, with a focus on integrated, human-centric design.

InDesign

Illustrator

Photoshop

MS Excel

MS Word

MS Powerpoint

EDUCATION

Bachelor of Science

Visual Communication Design

Business Minor / Dean’s List

Arizona State University

Tempe AZ

PROFESSIONAL AFFILIATIONS

Society for Experiential

Graphic Design

EXPERIENCE

ARCHITEKTON (ARCHITECTURE FIRM)

TEMPE AZ | GRAPHIC DESIGNER/MARKETING

• Complemented Architekton’s design aesthetics on a variety of marketing & project specific needs

• Designed & implemented Architekton’s brand standards within the firm

• Created memorable user experiences through detailed & organized environmental graphics

• Collaborated with architects, consultants and clients, to create visual design solutions

• Collaborated with signage fabricators, printers and other vendors to ensure quality production

CALLISONRTKL (ARCHITECTURE FIRM)

LOS ANGELES CA | SENIOR DESIGNER

• Brand strategy on various domestic & international projects

• Signage, wayfinding & enhancements on high-end commercial retail & hospitality projects

• RFP submittals & interview presentations

• Extended business trip to China to lead collaboration efforts with Shanghai graphics team

• Successful collaboration with internal architects, interior designers & urban planners, as well as clients

VARIOUS ORGANIZATIONS / COMPANIES FREELANCE GRAPHIC DESIGNER

• Opened an Etsy Shop, named “Designs By Aschley,” which offers personalized designs

• Contracted positions with Architekton & AIO Logic (financial tech) to assist with graphic design services

• Other freelance experience includes: Brand Packages, Social Media Graphics, Page Layout Templates, Presentations/ Pitch Decks, Website Interfaces, Packaging Design, Party Packages

BRAND STRATEGY

A brand is not only the name, font or color representing a company or idea, but it symbolizes the identity, values, mission, purpose, and user experience. Consistent brands are remembered, because they are distinguished from their competition by their quality, focused communication, position in the market, and it’s relation to their users.

My branding experience began at Architekton. Not only did I maintain consistency of the company brand, but I also created distinguished individual “brands and themes” depending on the project.

Creating An Identity

While working at CallisonRTKL, I was a part of the “Brand Strategists” team in the Environments Studio. We provided insightful brand strategy solutions to our clients, based on their expectations and analysis of the project, with a focus on human-centric design.

Through freelance opportunities, I developed a variety of brand identities for individual clients, as well as my own Etsy Shop brand.

The following pages are relevant samples of my work designed over the years.

CO L ORS

HEX: #60717 a

RGB: 96, 113, 12 2

CM YK: 66, 47 , 42, 12

HEX: # 75 88 94

RGB: 117 , 136, 14 8

CM YK: 58, 39 , 34, 3

HEX: # cc c2ba

RGB: 204, 1 94 , 18 6

CM YK: 20 , 20 , 24, 0

Phoenix, Arizona, United States

56TH AT ARCADIA: BRAND IDENTITY

Hawkins Companies hired me as a consultant to design a brand identity for their new luxury build-to-rent townhome community. This development included 40 rental townhomes, two to three bedrooms, with five different floor plans.

The branding package included a new logo that symbolized the identity and character of the development, while appealing to the target demographic. I began with a neighborhood analysis, so I could understand the target market, history and local destinations in the surrounding area. I used the interior and exterior design package as inspiration, along with my research, to design multiple options for the logo.

Camelback Mountain is an Arizona landmark that serves as the icon for the Arcadia area, so this was an important piece of the preferred logo. The branding package also included a one-page Brand Style Guide detailing the color palette, fonts and symbols for the final logo.

BRAND IDENTITY & MARKETING MATERIALS

AIO Logic is a financial tech company based out of Chicago and they hired me as a consultant to help with their company guidelines and documentation. I designed a refreshed version of their logo with a new symbol representing their three main points, “Automate, Integrate and Optimize.”

I created a consistent visual language for their marketing materials, within existing design parameters, which included a brief introduction PDF, a pitch deck, infographics, and social media graphics. I kept the materials on-brand and converted complex information into content that is clear and understandable.

THANK YOU

Thank you so much for your purchase! If this is a custom order, I will collaborate with you to ensure you are happy with the final design and within a reasonable time frame.

If this is an instant download, please follow this link for instructions on how to download your digital item:

https://help.etsy.com/hc/en-us/articles/115013328108-Downloading-aDigital-Item?segment=shopping.

You will be receiving an email shortly with the download link.

Every sale is special to me and I want to be sure you have the best experience! Please remember to leave a review of my shop if you get a chance. If you have any additional questions or if can be of any help to you, please let me know!

-Aschley

Los Angeles, California, United States

“DESIGNS BY ASCHLEY”

ETSY SHOP: BRAND IDENTITY

I recently opened my own Etsy Shop, named “Designs By Aschley.” Here you will find design services for personalized designs and instant download options, which includes invitations, announcements, cards for any occasion, business cards, resume layouts, brand packages, and seasonal designs.

I started creating my shop brand by figuring out what I wanted to sell and what would differentiate me from my competitors on the site. I was most interested in setting myself a part, by offering my design services for custom creations for any occasion or purpose, of all mediums.

I wanted a simple logo and clean, muted design elements, so my creations stand out that much more on my shop website. I have remained consistent with my brand through social medium posts, Thank You notes, business card, and marketing pieces.

It has been so rewarding making people smile during a difficult time, creating notes for loved ones, helping people get their dream job, sending holiday wishes, and so much more.

Campbelltown, Australia

MACARTHUR SQUARE: BRAND STRATEGY

The Macarthur Square mixed-use development is one of the largest shopping centres in Sydney. While on the branding team with CallisonRTKL, I collaborated with Lendlease, the client, and our internal interiors team to create a compelling and long-term vision for the Centre.

The Western suburbs of Sydney had been experiencing unprecedented growth, which resulted in a shift in lifestyle. Macarthur found itself at the heart of a new way of living and Macarthur Square wanted to evolve into a contemporary, mixeduse destination, while embracing its rich story of its agricultural region.

Lendlease understood and recognised the importance of the integrated creative process and felt that establishing the “Brand Story” from the beginning of the project was essential. The Centre needed

its own story that appealed to their wide range of customers and went from “Like to Love.”

The branding story we developed was “Our New Urban Town: Crafted by Macarthur,” which represented all of the ways visitors could be immersed into the unique heritage of Campbelltown and encouraged to support the community through local offerings.

Sprinkled throughout the project were “Macarthur Moments” that told their story through artwork, landscape, local tenants and events, blending their traditional values with a sophisticated city vibe, a place truly crafted by Macarthur.

Sydney, Australia

SYDNEY METRO MARTIN PLACE: BRAND NARRATIVE

Metro Martin Place is a high-profile mixed-use development in the centre of the Sydney CBD. This was a unique opportunity to integrate a revitalised city block into the urban fabric of Sydney, by creating an iconic, sustainable and integrated commercial office and retail experience built around the rich heritage.

We collaborated with Macquarie, the client, on creating a Brand Narrative that supported why this should be “a place for all,” which was “Sydney Starts Here: Journeys of Reconnections.” This story was about capturing the true essence of its location, its heritage and its inspiration by becoming the authentic centrepoint of life in the Sydney CBD...the heartbeat of working Sydney.

“Metro Martin Moments (MMMs)” were branded moments woven into

each of the seven districts to create unity throughout the project. They were divided into three categories: Sydney Storytelling, Pause Points and Digital Encounters.

With consideration to the story and Macquarie’s project vision and principles, we defined a comprehensive retail strategy and target retail mix for the development. The mixed-use components provided the services needed, new shopping and dining options, and contemporary workplace amenities for the local workers, residents, commuters, and visitors to this new focal point of the CBD.

Newport Beach, California, United States

FASHION ISLAND RETAIL CENTER: BRAND STORYLINE

Fashion Island is Orange County’s premier coastal shopping center, featuring exclusive boutiques, world-class department stores and diverse restaurant and cafe offerings. While working at CRTKL, I collaborated with Irvine Company and their consultants, to establish a Brand Storyline as a holistic approach to achieve their Masterplan Objective Goals.

These goals included: strengthening the connection to the broader Newport Beach community, optimizing the site plan / leasing strategy to strengthen Fashion Island’s positioning and lastly, creating an enhanced guest experience.

Based on these goals, we developed three Brand Storylines specific to Fashion Island, that would inform the design strategy. The client chose the story “My

Coasal Escape: Inspiration from the Casual Resort Lux Lifestyle.”

This was all about adding a new level of luxury to Fashion Island, an enticing resort-like experience, with ocean views, hospitable lounge spaces, intimate dining, and so much more.

Our integrated process with team members of different disciplines, allowed us to synthesize the user experience in the built environment. We applied the storyline to defined zones and common areas and created a variety of experiences, programs and activities to define the refreshed “Fashion Island” as a world-class destination.

Irvine, California, United States

IRVINE SPECTRUM URBAN HOME: CONCEPT STORIES

While working at CRTKL, we collaborated with Irvine Company on an updated leasing zone strategy for Irvine Spectrum Center, which is one of Southern California’s most popular outdoor shopping, dining and entertainment lifestyle destinations.

With the shift in retail and the needs and wants of the visitors, we helped them explore new tenancy opportunities to bring regional families, shoppers and local workers to the destination for different reasons.

One of the districts of this site, was an empty building that was previously an “Urban Home” store. We explored a variety of opportunities for replacement concepts for the empty tenant space.

We refined the best three options, which included: The Artisan Market Hall, Wellness World and Expanded Entertainment.

From there, we presented three Market Hall Concept Stories with unique experiences, characteristics and interior layouts: “Irvine Ranch Legacy,” “SoCal Market Hall” and “Foodies Backyard.”

The client preferred the “Irvine Ranch Legacy” story, where the heritage of the Irvine Ranch was the inspiration for the contemporary market hall. The stories of “The Ranch” came alive in a modern farmhouse with OC’s freshest food offerings.

PAGE LAYOUT

In my visual communication design program at Arizona State University, we learned the importance of clean and organized design, in everything we encounter, during everyday life.

During my numerous years at Architekton, I came to a great understanding of clean layout design —through architectural marketing materials and submittals, interview presentations, website interface design, and environmental graphics within the built environment.

Hierarchy of Visual Design

During my five years at CallisonRTKL, I assisted with architectural marketing materials, created layouts for project milestone presentations and designed book layouts for a variety of projects —which included organizing the design solutions for a variety of signage & wayfinding projects, as well as branding stories and strategies of environments with strong and compelling identities.

The following pages are relevant samples of my work designed over the years.

Tempe, Arizona, United States

VARIOUS ARCHITEKTON MARKETING PROPOSALS

While working at Architekton, I designed numerous marketing materials, proposal submittals and interview presentations. The “Request for Qualifications” (RFQ) step is the formal process of procuring a design service, whether it is architecture, graphic design, interiors, structural, engineering, construction, etc. It is typically used to find the most qualified vendors that are then eligible to submit responses to a “Request for Proposal.”

Once proposals are submitted and reviewed, the client will shortlist a limited quantity of firms to go through the interview process, which will then lead to them choosing their preferred design firm. The samples include a proposal cover, spreads and dividers, I designed during my time with Architekton.

Newport Beach, California, United States

FASHION ISLAND RETAIL CENTER: ICSC BOOK

While working at CallisonRTKL, I worked on the brand strategy of Fashion Island, a high-end regional retail center in Newport Beach, California. The purpose of this project was to strengthen the connection to the broader Newport Beach community, optimize the site plan/leasing strategy to strengthen Fashion Island’s positioning and create an enhanced guest experience.

The branding team collaborated with the center’s developer, Irvine Company, to create a book for the “International Council of Shopping Centers” convention to showcase their plans for enhancements to the center. The convention is for retail and industry professionals to connect, learn and collaborate together.

Shanwei City, Guangdong Province, China

SHANWEI POLY JIN TING BAY: BRAND STORY BOOK

While working at CallisonRTKL, I worked on the brand strategy and placemaking design of a major development in Shanwei City, China. The Brand Story helped inform the masterplan, ensuring the story was represented through physical elements, places and experiences on the site.

“The Incredible Journey of Ting Ting” was one of the back story concepts we presented to the client. This story was a thematic, children’s tale as a response to the preferred theme of the client. This was a method to describe a fantastic voyage to discover the hidden secrets of Shanwei and it was portrayed as a modern adventure resort.

Riverton, Utah, United States

MOUNTAIN VIEW VILLAGE: ARCHITECTURAL BOOK

While working at CallisonRTKL, I designed a book for Phase 2 of an architectural project in Riverton, Utah named “Mountain View Village.” This book included the area attributes, the trade area demographics, our experience plan based on the different customer journeys, programming for the different districts, and architectural options.

The flower pattern used consistently throughout the book was inspired by Utah’s state flower, the Sego Lily. The three chapters were color-coded and organized in a clean way, for easy navigation throughout the book.

Los Angeles, California, United States

CRTKL BRANDING 1O1: PRESENTATION LAYOUT

While working at CallisonRTKL, I created a design layout for an informational presentation in which we discussed the meaning of “branding,” explained what our branding department was all about and our team’s process.

It was a fun and dynamic presentation that introduced our team to the other office locations within the firm.

SIGNAGE

All About the User Experience

Signage and wayfinding is very important to the complete user experience in any environment. The main goal is to ensure that the user has a comprehensive understanding of the direction of their destination. Signage can be informational, insightful, directional, regulatory, a distinct identification of places, or just a beautiful enhancement to a space.

My experiences at Architekton helped translate my design ideas into functional signage and wayfinding solutions, to be seamlessly integrated within the built environment.

My experiences at CallisonRTKL strengthened my skills through working on a variety of domestic and international projects and from learning from my colleagues’ distinct backgrounds. The identity signage, wayfinding signage and specialty graphics were all about the user experience and needing to convey qualities of conviction, consistency and creativity, to create memorable moments that were functional and delightful for the guest.

The signage & wayfinding communicates and reinforces the urban nature of the Al Kout District and Souq. Applications will be thoughtful interventions in location, scale, and messaging. Graphics will extend the brand vocabulary and narrative concepts with type, color, pattern, and materiality.

Kuwait City, Kuwait

AL KOUT DISTRICT: SIGNAGE & WAYFINDING GUIDELINES

Kuwait’s Largest Mixed-Use Destination

The Al Kout Fahaheel waterfront is Kuwait’s newest and largest mixed-use destination. The 300,000–sqm development offers six different experiences, including the Al Kout Mall, which is the largest shopping and entertainment destination in the South of Kuwait, offering world-class retail, lifestyle, dining, and leisure experiences. Additionally, visitors can stay at the five-star Hyatt Regency, explore the North Pier Retail Center, go fishing or to the yachting club, or relax on the beautiful beach front.

While a part of the Environmental Graphics team, CallisonRTKL was tasked with developing a comprehensive signage and wayfinding system that reflects the distinctive Al Kout brand and helps visitors and workers navigate the extensive destination. The signage concept was inspired by the combination of the triangular architectural pattern used throughout the district and the diagonal lines of the Al Kout logo. Together, they create a strong, relevant and intricate design language that can maintain that consistency.

THE ROLE OF WAYFINDING

AL KOUT DISTRICT: SIGNAGE & WAYFINDING GUIDELINES

Multiple Mexico Locations (Design Prototype)

GICSA EXPLANADA OUTLET: SIGNAGE & WAYFINDING

A Place for Community

Inspired by the early days of Mexican city-making, the public explanada has functioned as the heart of the city, in fact the heart of its culture, its people and often, the center of town. The new vision for the next iteration of Explanada takes its inspiration from historic Mexican explanadas and their ability to bring a community together.

While with the Environmental Graphics team at CallisonRTKL, we designed this new Explanada Center to have something for everyone—from the bargain shopper to the local foodie and the art lover to the weekend family—our new Explanada would provide an environment that felt fresh and contemporary, yet familiar and welcoming.

The Explanda prototype was developed to be replicated in various locations throughout Mexico, and featured various districts: Dining Terrace, Food Hall, Container District, and High Fashion.

GICSA EXPLANADA OUTLET: SIGNAGE & WAYFINDING

WAYFINDING STRATEGIES FOR THE EXPLANADA EXPERIENCE

• Create a strong SENSE OF ARRIVAL

• CONNECT visitors from entry to entry

• SEAMLESSLY TRANSITION visitors to their desired destination

• INSPIRE discovery of new destinations

• REINFORCE the EXPLANADA brand

• ENHANCE the visitor experience with elements of surprise

Manila, Philippines

MET PARK: ENVIRONMENTAL GRAPHICS CONCEPT

Metro Park, a 40-hectare project located in Manila, is a mixeduse development comprised of public plazas, outdoor retail, a regional mall, office towers, future residential properties, and a hospital. As this site was undergoing a comprehensive masterplanning effort, our team was asked to provide comprehensive branding, positioning and signage services for the overall site, as well as each of the individual districts.

The development of the brand, brand collateral and site positioning, informed the design of brand defining elements resulting in a cohesive signage system, placemaking environmental graphics and architectural enhancements. Our approach focused on understanding the existing site and its future developments to design a unifying wayfinding system informed by each unique user experience journey.

MET PARK: ENVIRONMENTAL GRAPHICS CONCEPT

Kuwait City, Kuwait

WALDORF ASTORIA KUWAIT: SIGNAGE & WAYFINDING

High-Standing Design

For the Waldorf Astoria Hotel, located within the same development as the acclaimed shopping center, The Avenues Kuwait, CallisonRTKL worked with the client to create a unique and high quality guest experience that remains consistent with Hilton’s top-tier Waldorf Astoria brand.

While a part of the Environmental Graphic Design team, we established a cohesive and flexible signage system to address the needs of the site, that was consistent with Hilton’s brand standards and was seamlessly integrated within the architectural and interior design elements.

The team sought to create a harmonious environment with an appropriately scaled sign family, specifically for the location and function of each sign type, that enhances the space through integration with the architecture, while creating an unparalleled guest and visitor experience.

SIGNAGE & WAYFINDING

Irvine, California, United States

JA JIAOZI AUTHENTIC: ENVIRONMENTAL GRAPHICS

JA is a 2,954 SF authentic Jiaozi Dumpling restaurant located in Irvine, California. The owners are highly regarded chefs from Beijing who are passionate about bringing their art of handcrafted dumplings to America. They are all about promoting healthy and flavorful authentic flavors, staying true to its Chinese roots and offering a warm hospitality.

Jia, meaning home, was the inspiration for the design. The interiors reflect a warm and relaxing feeling with a clean and textured aesthetic, with small touches of modern Chinese details. CallisonRTKL created a brand for the client and while I was on the Environmental Graphics team, I helped translate the new brand story into every corner of the space. I assisted with the exterior identity signage, as well as design details in the interior environment.