AudreyKirwinCaseStudies

digital & pr intern application research | writing | design portfolio sample 2024

Audrey Kirwin

I am a storyteller interested in building a bridge of resonance between brands and their audiences through the union of sharp copy, 2D visualizations, and 3D integration.

Throughout my design, research, and copy work, I hope to communicate the ever-changing and breathing face of brands through meticulous research and strategic thinking with an acute sensitivity to cultural nuances.

I strive to create connections. I strive to make noise.

04 - 25

26 - 45

46 - 66

Hellboy's Brand Identity System

Wearable Safety Object

Forever Stamps x Spotify

I have curated three case studies from projects undertaken within the current year, each exemplifying the strategic development of brand identity, adept copywriting, meticulous research, and polished written communication. Enjoy!

Project 1 Original Brand Design

The Brief

In trademark design, not all projects are already named concepts or redesigns of existing brands. Sometimes as designers, you’re tasked with not only creating a logo mark but also naming the brand or product. Typically you would also have a team to brainstorm with but sometimes you might work alone in this endeavor. You will focus on research, development, and refinement of 4 a conceptual “pictorial” logo designs. Your designs should utilize non-verbal conceptual strategies. Create a visual identity system surrounding this brand.

Time line: 3 weeks

Software used: Adobe Indesign, Adobe Illustrator, Adobe Photoshop

Part 1: Research and Iteration

I initiated my workflow by generating five distinct topics and subsequently conducting brainstorming sessions to compile lists of relevant vocabulary. This approach served as a foundational framework, providing me with a basis for exploration. When presented with the challenge of conceiving a brand from inception, I endeavored to push the boundaries of my cognitive capacities, exploring the breadth of my creative potential.

Part 1: Hitting the Sketchbooks

After brainstorming, I sketched out each word listed, aiming to gain a deeper understanding of their visual attributes and establish connections between them based on their forms. These sketches served as the initial groundwork, enabling me to explore various concepts before selecting one for digital refinement. This iterative process paved the way for the development of a robust brand system.

Part 2: The Adobe Suite Chronicles

After in class critique, I was drawn towards my sketch combination of a skull and a pizza. From there, I began iterating the logomark in adobe illustrator.

Part 2: The Adobe Suite Chronicles

Next, I applied typography principles and color to my brand. This allowed me to begin to form what would become the Hellboy's brand identity system.

Part 3: Bringing the Customers to Life

In order to effectively consolidate my brand identity, I recognized the imperative of orchestrating a strategic introduction that encapsulates its essence, core values, and target demographic. Employing industry-standard methodologies, I meticulously crafted a comprehensive customer profile and refined value propositions, thereby imbuing my brand with vitality and resonance. Subsequently, leveraging these insights, I curated compelling content to amplify brand visibility and engagement, fostering meaningful connections with our audience.

Brand Introduction

hell boys meet

In the heart of Texas, a passion for pizza ignited the wood fired flames of Hellboy’s.

Born from a love for authentic New York-style slices and a desire to infuse bold flavors with innovative twists and local ingredients, our independent pizzeria emerged as a beacon of culinary creativity.

Our journey began with a simple mission: to craft pies that transcend the ordinary, each slice a tantalizing fusion of tradition and innovation. From the first toss of homemade dough to the final sizzle of perfectly melted cheese, every step is infused with the dedication of our artisans.

At Hellboy’s, we believe that pizza should be more than just a meal—it’s an experience. Whether you choose to carry out and savor our sinful pies in the comfort of your home or join us for a lively dining experience, you’re in for a treat. So come, indulge in a slice of heaven, or perhaps a slice of hell—it’s all part of the unforgettable journey that is Hell Boy’s Pizza.

Daring

At Hellboy’s, we refuse to settle for the ordinary. Our philosophy revolves around creating daring combinations that take your pizza experience to new heights.

Locally Sourced Quality Driven

At Hellboy’s, we’re thrilled to call Austin home. Our commitment to the community shines through in every bite, with locally sourced, farm-fresh ingredients that capture the essence of Texas.

At Hellboy’s, our laid-back vibe doesn’t compromise on quality. We’re dedicated to delivering five-star flavors in every bite, because we believe that everyone, saint or sinner, deserves a taste of pizza perfection.

“Hellboy’s is the pizza joint I never knew I needed”

Jordan Lane | 23 | Hellboy’s first time customer

Our customers are adventerous, open minded individuals looking for their new favorite slice and a hell of a time. With local ingredients, quality service, and intentional menu choices, Hellboy’s has mastered both the classics and reinvented the wheel. Whether you are looking for a simple slice of cheese or our beloved Hot Honey Chicken pie, Hellboy’s has what you need.

Never shy to crack a joke or strike up a conversation, we seek to create an experience that keeps customers coming back for more (and insisting on bringing their friends). We strive for Hellboy’s to reflect the diverse community her in the 512 and continue to draw inspiration from the every changing makeup of Aus-

Our Value Proposition

For the adventurous foodies who love exciting twists on classics, Hellboy’s Pizza is is an independent, neighborhood pizza joint serving authentic NY-style pizza, with a side of party. By the slice by the pie, or by the pint, Hellboy’s provides both bold flavor combos and a heavenly mastery of the classics. Hellboys has mastered the balance between old and new. Unlike chain pizzerias that use frozen ingredients and the same lackluster taste profiles, Hellboy’s Pizza offers a distinctive menu blending traditional and modern interpretations of classic dishes, sourced from local farmers and suppliers, nurturing both your palate and community spirit.

Logo Breakdown

01. Pizza slice/ skull illustration

This illustration serves as the identifying mark of the brand. Additionally, it ads context to the name as it is just “Hellboys”

02. Cheese drip apostrophe

The dripping cheese that doubles as an apostrophe creates continuity between the logo mark and word mark. When the word mark appears without the logo mark, the apostrophe remains illustrated.

03. Type Face: Amador Regular

The Amador Regular type face is condensed Blackletter type face named after a California Pioneer. This adventurous yet traditional typeface reflects the essence of the Hellboy’s brand.

04. Aperture

The aperture combining the h and the b letter creates continuity between the two words, making the stack of “hell” and “boy” seamless and united.

Alternate Logos

hell boys hell boys

[Hellboy’s wordmark + logo mark- horizontal]

[Hellboy’s wordmark + no logo mark]

[Hellboy’s wordmark abbreviated + logo mark]

Brand Typography

Color Palette

[C 3 M 0 Y 18 K 0]

[R 252 G 249 B 206]

[C 15 M 100 Y 90 K 10]

[R 190 G 30 B 45]

[HEX: FCF9CE] [HEX: BE1E2D]

[C 75 M 68 Y 67 K 89]

[R 2 G 3 B 3]

[HEX: 020303]

[C 77 M 58 Y 0 K 11]

[R 66 G 100 B 164]

[HEX: 4363a4]

“ANGEL”

“ANGEL” “DEVIL” “SIN” “WATER”

Illustration

Hellboy’s pulses with life thanks to three bespoke personas: Grim, Dolly, and Willy. Together, this trio enriches the tapestry of Hellboy’s, infusing every dining affair with narrative depth and serendipitous charm.

“GRIM” “DOLLY” “WILLY”

Grim wields his scythe—a symbol adorned with the Hellboy’s logo— guiding our cherished patrons toward their inaugural taste of heaven.

Willy, paying tribute to Austin’s iconic Willy Nelson, ensures each morsel is infused with sinful indulgence.

Dolly, an homage to the legendary Dolly Parton, imbues our team and resident chefs with boundless creativity, ensuring Hellboy’s menu remains a perennial source of inspiration.

hell boys

boys sinfully good.

hell

hell boys

Mockups

Project 2 Wearable Safety Project

The Brief

For Professor Brooke Davis’ Objects and Spaces class, we were challenged to design a wearable safety object that addresses safety risks on campus. We were tasked with defining safety and responding to this definition with a wearable object that incorporates LED indicators or sensory switches to communicate the device's action with the user/ others.

To organize my thoughts, I broke this project up into 4 phases- Research, Existing Products, Sketching/Prototyping, and Product Development and Rendering

Time line: 4 weeks

Software used: Adobe Illustrator, Rhino, Hand Skills '

Phase 1: Research & Defining Safety

I began this process by mind mapping what safety means to me. Putting my ideas on paper allows me to synthesize big ideas and break them down. After reflection, I came up with this.

Takeaways:

1. The Mental after effects of being unsafe even just once can disrupt life greatly

2. The opportunities and freedom that knowing you are safe bring ad value to the college experience

My definition:

Safety is security and protection that allows an individual to partake in experience/ opportunities with peace of mind.

Research Notes

Interviews

tw: mention of date rape drugs & sexual assault

After doing this research, I decided to open up a dialogue with a friend of mine from high school (two years older) who shared her experience with me before I left for college. She gave me consent to share her story. Her name has been changed for privacy.

Rose drove me to school every day of my sophomore year. She was my cross country captain, student body president, NHS president, and my big sister in high school. Rose left for college in 2021 to study nursing at Ohio State with a merit scholarship. When she was out during her first weekend of college, she was roofied at a party.

Rose had one drink, and her friends did not notice as she wandered off after being roofied. Completely inebriated (blacked out) Rose boarded public transportation in Columbus and ended up in an off-campus resident building where she entered a strangers apartment. There she showered and passed out in the bathtub completely inebriated. Luckily, kind-hearted strangers/ the residents of the apartment found her slumped over in the bathtub and managed to call her roommate.

Rose’s story could have ended very differently if she ended up in different hands.

In the US, 18% of women will be sexually assaulted in their lifetime. That’s almost one out of every five women in our country.

Safety on college campuses is intricately influenced by the prevalent drinking and drug use scene. The social atmosphere, often characterized by out-of-hand parties and gatherings, can sometimes expose students to unsafe situations (fear, risk, danger). The threat of date rape drugs poses a significant hazard to individuals consuming alcohol in a college setting. This hinders individuals from enjoy experiences (opportunity, please, peace of mind). Addressing the intersection of substance use and personal safety on campuses becomes crucial for implementing effective preventive measures and support systems.

Creating a Problem Solution Statement

No individual on a college campus should end up in life-threatening situations for going out like normal college students do. Victim blaming is rampant in the conversation of date rape drugs and I decided to create a sleek product that allows the user to enjoy experiences with peace of mind. Rose’s story is one of many. Real problems call for real solutions

Problem: Individual safety is compromised by the increasing presence of date-rape drugs that create highly dangerous situations.

Solution: Creating a product that is functional, accessible, and discrete that allows individuals to test for possible date-rape drugs on the go to protect individuals from sexual assault or abuse.

Phase 2: Existing Products & Target Audience

01. University Students (& Anxious Parents)

Female students are a primary focus due to the higher vulnerability associated with the college party scene. The product aims to empower them with a tool to detect potential threats discreetly. Male students can also benefit from the product, as they may attend social events where the risk of drug tampering is present. They might use the product as a precautionary measure to enhance their overall safety.

02. Nightlife Enthusiasts

Typically, men are active participants in nightlife activities, attending bars, clubs, and parties. They may also be concerned about their own safety and the safety of their friends. Women in this group, however, may face a higher level of vulnerability due to the unfortunate prevalence of incidents related to date rape. The product could provide an extra layer of security for women who are often more targeted in such environments.

03. Solo Socializer

Men and Women: Both genders can be solo socializers, attending events alone or in smaller groups. Safety concerns are not gender-specific in this context, making the product applicable to a diverse range of individuals.

Phase 2: Existing Products & Target Audience

01. Undercover Colors

Undercover Colors introduces a discreet and portable solution in the form of nail polish. The polish is designed to change color when it comes into contact with common date-rape drugs, providing individuals with a potential means to detect the presence of such substances in their drinks.

Critique: Undercover Colors didn't demonstrate they had anything more tangible than a concept. There is evidence that the start-up had produced an effective prototype.

02. Smart Straws

Smart Straws has two test strips so if you put it into a drink, it will determine whether it’s drugged or not. If it is drugged, the strip will turn to a navy color

Critique: Not readily available to the public yet

03. Nigh Cap

Nightcap is a patented drink spiking prevention scrunchie. It covers cups and glasses to prevent pills and powders from being dropped into a drink.

Critique: - This product is only available on amazon. The design is bulky and not commonly implements at bars in the college scene

All any girl has to do at a party is make sure she is wearing her metal underwear with the key hidden somewhere secret, make sure her pepper spray is in her purse, check her rape whistle, finalize her outfit making sure that she isn’t wearing clothes that invite rape, and use Undercover Color nail polish.

After conducting thorough research, it has come to my attention that there exists a significant gap in the market concerning protection against date rape drugs. Existing products on the market often employ victim-blaming language, exhibit cumbersome design, and are prone to malfunction.

In college, where individuals are already experiencing an atmosphere of isolation and insecurity, these anti-rape products exacerbate these already alienating feelings

Seamlessly Integrated Safety with Style

In order for this product to be truly useful, I wanted it to be truly wearable. I want anyone who wears jewelry to not think about this bracelet as a hassle or something that diminishes their look as a whole. I wanted safety to blend seamlessly with style.

As a designer for this project, I am not trying to reinvent the technology available for GHB date rape drug testing, I am trying to reinvent and more seamlessly integrate an extra layer of safety into individuals' lives.

Phase 3: Sketching and Prototyping

After presenting my thumbnail sketches to my class, I received useful takeaways regarding how the user would interact with this object.

01. Interaction is difficult with earring. This is limiting to people who don’t have their ears pierced

02. How would the GHB detection technology be incorporated ?

03. Rings look like self defense tools already on the market

Redirection & Rapid Prototyping

While this form of exploration was incredibly low fidelity, it prompted me to finally understand how exactly I wanted to create an interaction. I began to break the components and create measurements that I could put into Rhino.

Breaking Down Goal Affordances

01. Protective Cap: protect the GHB Drug testing sticker from the elements

02. Easy access to the GHB test strip so that the user can remain low-profile

03. Provide room for a lithium battery ( 0.45 x 0.12 in)

04. Space for magnets to snap the protective cap onto easily

05. Fingertip grip for top of gem gap for easy removal

06. LED Light: an indicator of time passage

07. Power button: fits seamlessly with design

08. Luxury/ sleek design that is wearable & discrete/ possibly customizable

Storyboarding

Step 1. Start by removing the magnetic gemprotection cap

Step 2. Reveal the GHB testing sticker (Each Charmed product comes with a pack of 6)

Step 3: Inconspicuously slip fingers into the drink in question

Step 4: Gently dap a droplet of drink on to GHB testing sticker

Step 5: Press the silver lithium battery powered button which is programmed to start a 1 minute time (the amount of time the GHB test takes to develop)

Step 6: Return the magnetic gem-protection cap to its base

Step 8: The LED light will turn green when the minute is up.

Step 9: Remove the magnetic gem protection cap once again.

Step 10: View results if the GHB testing sticker.

Phase 4: Bringing Charmed to Life

While the brief did not task me to create a brand identity for my product, I knew that having a name could breathe life and reality into this 4 week challenger. Rapidly, I mocked up a logo to make this safety product become a reality.

I settled on the name Charmed which combines the jewelry concept with the being "armed". I also used a gradient to nod to the color changing GHB drug testing sticker.

Phase 4: Bringing Charmed to Life

Using my sketches, research, and measurements, I used Rhino 3D software to render a one size version of my product charmed. This was my second time using Rhino. Watching this product come to life in a 3D spaces was exciting and rewarding.

Phase 4: Bringing Charmed to Life

In Rhino, I applied textures and materials to render Charmed into a living product. Using Photoshop, I created gem textures and a plated gold band to deleiver my promise of blending safety seamlessly with style.

Phase 4: Bringing Charmed to Life

Using these renders, I photoshoped my product onto my roommates everyday jewelery stack. I was recieved overwhelming support from my friends and peers. As young women, the feeling of being protected without comprimising personal style is liberating.

“ In the US, 18% of women will be sexually assaulted in their lifetime. That’s almost one out of every ve women in our country.”

Research Prevelance

According to a report by the National Sexual Violence Resource Center (NSVRC), one in ve women and one in 16 men are sexually assaulted while in college.

A Bureau of Justice Statistics report indicates that 13% of all students experience rape or sexual assault through physical force, violence, or incapacitation during their time in college

Alcohol and Drugs

A signi cant number of campus sexual assaults involve alcohol or drug use.

The U.S. Department of Justice reports that about 90% of sexual assaults involve the use of alcohol by the assailant, the victim, or both.

The presence of date rape drugs, such as Rohypnol and GHB, further exacerbates the risk. The American College Health Association reports that 1 in 13 college students has reported being drugged, typically at parties.

Final Brand Board

Leveraging my expertise in branding, rendering, research, and copywriting, I curated a refined brand board, doubling as an informative advertisement for the product. Extensive research underscored the necessity of amalgamating these components, ensuring the creation of a visually compelling and effortlessly comprehensible product presentation, optimizing information synthesis for the audience.

Takeaways

How can I make this product more inclusive?

How can I streamline the design or take the form itself further?

How can I cut down on creating context for a product?

Project 3 Forever Stamps Project

The Brief

For our first project of the semester, we will be kicking things off that unites design history, research, and visual culture. Your job is to create a Forever stamp design of your choosing that is influenced by American art, history, culture, or environment.

You will adhere to the criteria given by the United States Postal Service listed below. Throughout the design process, you will create four stamps that fall under the category of your choosing. Once those four stamps are designed, you will lay them out as a booklet.

Time line: 2 weeks

Software used: Adobe Illustrator, Adobe InDesign, Procreate Hand Skills '

Forever Listening:

send a story, send a stamp, send a song.

SPOTIFY X USPS

BY AUDREY KIRWIN

I created a forever stamp booklet that is a collaboration between the United States Postal Service (USPS) and Spotify that unites music, history, culture and the postal service. This stamp booklet combines the modern and accessible technology of Spotify with the decade-long institution, the USPS.

Tuning In: Setting an initiative for Gen X to start and keep writing letters

In the age of digital communication, letters have become a lost art form. Spotify Codes, like stamps, offer a way for users to share and discover content on Spotify. To those not familiar with Spotify barcodes, users can enter a Spotify URI into a code generator which converts the link into a bar code. This can be shared digitally, printed, or pasted, ( I have even seen these barcodes burned into wood). Point your camera at a Spotify code, and you will be redirected to a link. Like stamps, these codes act as an external link to a message that needs to be uncovered through interaction. This brings mystery and excitement to the experience.

The brief required that I create a stamp that is influenced by American art, history, culture, and environment. Therefore, after fully committing to the idea of integrating Spotify codes I began brainstorming what facet of American history and culture I was going to tie in with the codes. After brain-dumping and iterating, I landed on Music Cities of the United States, specifically Seattle, Nashville, New Orleans, and Detroit.

Playlists and Paychecks: Music History & USPS Financial Crisis Research

“The USPS has lost $2.1 billion in fiscal 2023, according to new figures released by the agency, exceeding its expected losses for this point by 75%”

Postage Due: The Financial Crisis at the United States Postal Service." Harvard Kennedy School Case Program, Harvard Ken-

Research

There was an interesting dichotemy in the research I was doing. I started with familiarizing myself with the music scence and history of New Orleans, Seattle, Detroit, and Nashville. By listening to music of the past, present, and up I came up with playlists for each city. These would be the playlists linked to my final design.

Meanwhile, I was researching to better understand the USPS finical crisis. USPS is a self-sustaining business model that generates revenue primarily through the sale of postage and services, making it largely self-funded without relying on taxpayer dollars. There is an ongoing debate over potential reforms and policy changes to address the USPS's financial issues and modernize its operations, including discussions around postal pricing, delivery frequency, and other factors. USPS plays an essential role in American society and commerce, as well as the need to find sustainable solutions for its financial sustainability in the digital age.

Pulling up the roots

New Orleans

New Orleans boasts a legendary and incredibly diverse music scene, an artistic melting pot where the soulful rhythms of jazz, the passionate wails of blues, and the energetic beats of hip-hop converge. This city, often referred to as the birthplace of jazz, resonates with the echoes of brass bands parading through the historic French Quarter, the sultry notes of blues guitarists on dimly lit Bourbon Street, and the contemporary lyricism of local hip-hop artists. The rich cultural tapestry of New Orleans has nurtured an environment where these genres not only coexist but also inspire one another, creating a vibrant and ever-evolving musical landscape that's deeply ingrained in the city's identity, making it a true haven for music enthusiasts of all genres.

mood board

Pulling up the roots

Seattle

Seattle is renowned for its iconic and diverse music scene, which has left an indelible mark on the global musical landscape. From the grunge movement of the 1990s to indie rock, hip-hop, and electronic music, Seattle has been a breeding ground for artistic innovation and expression. Pioneering bands such as Nirvana, Pearl Jam, and Soundgarden played formative roles, catapulting grunge into international prominence. This groundbreaking era, known as the "Seattle Sound," reshaped the music industry and solidified the city's reputation as a music mecca. Beyond grunge, Seattle has birthed influential indie acts like Death Cab for Cutie and Modest Mouse, fostering a dynamic scene that thrives on creativity and diversity, making it a place where musical legends are born.

Pulling up the roots

Nashville

Nashville, often referred to as "Music City," stands as a veritable epicenter of diverse musical heritage. Renowned for its deep roots in country music, the city's music scene encompasses a wide spectrum of genres, including country, rock, blues, and folk. Formative bands like Johnny Cash, Hank Williams, and Patsy Cline left an indelible mark on the country music genre, propelling Nashville to international fame. Additionally, Nashville's music scene has expanded well beyond country, with artists like Jack White and the Black Keys contributing to the city's burgeoning rock and blues scenes. With a thriving live music culture and a continuous influx of talent, Nashville remains an eclectic, ever-evolving hub of musical innovation, showcasing the rich traditions and modern interpretations that define the city's musical landscape. mood board

Pulling up the roots

Detroit

Detroit has long been celebrated for its rich and diverse music scene, with one of its most iconic and influential contributions being the Motown sound. Motown Records, founded in Detroit in 1959, played a pivotal role in shaping the city's musical identity and leaving an indelible mark on the global music industry. Legendary acts like The Supremes, Marvin Gaye, Stevie Wonder, and The Temptations are just a few of the artists who honed their craft in the hallowed halls of Hitsville U.S.A. and helped define the signature Motown sound. Detroit's music scene extends beyond Motown, with the city's rock heritage giving rise to bands like The White Stripes and The Stooges, contributing to a rich and diverse musical heritage that has cemented Detroit's reputation as a musical powerhouse.

mood board

Spotify Brand Identity

Keeping it Cohesive

Because I plan on integrating spotify software into my designs, it is important that my research came with an understanding of Spotifys brand identity in order to create cohesion. Spotify's brand identity is a vibrant and cohesive representation of the music streaming giant. The iconic green logo, with its sound wave emblem, symbolizes the digital nature of the brand while maintaining a strong sense of recognition. This green color is consistently used throughout its branding, reinforcing its image. Spotify places a heavy focus on user-centric design, ensuring an intuitive and user-friendly experience. High-quality album covers and visuals are prominently featured, adding an artistic dimension to the platform. The brand promotes content through dynamic graphics, personalized playlists, and advertising campaigns that resonate with its youthful and dynamic image, making it a powerful and visually engaging presence in the world of music streaming.

Pen to Paper

Thumbnail Sketches

After diving into the music, understanding local culture by using library resources, I began to pick out the key visual elements that I wanted to include in every sketch.

Key Design Implications

01. Music

02. Local Heritage

03. Continuity

04. Youthful Energy

Thumbnail Sketches

My original vision involved creating city-specific cassette tapes that would interconnect, forming a cohesive narrative. However, I encountered some hurdles when attempting to incorporate the distinct architectural elements and key characteristics of each city into the limited space available on the tapes.

Digitization

Reworking and Re-imagining Original Designs

To keep up with my desire for continuity, I nailed down a color palate. This way each stamp could take its own form while still being cohesive. Additionally, I wanted to experiment with ProCreate for this project and hand draw some of the images I would usually create in illustrator and vectorize.

Original Digital Design in Procreate

Final Designs in Procreate

Finalizing

The dark background are a nod to the Spotify brand identity. The Spotify codes on the side can be removed and placed next to the stamp which ties in my initial design goal to combine technology with history, culture, and music.

Additionally, I began to write some copy that the Spotify brand would push out or include in their app interface if the Forever Listening campaign was to launch.

Spotify Interface Mockup

Takeaways

This project served as an invaluable opportunity for me to delve into the realm of illustration, enabling me to hone my artistic capabilities and expand my creative tool belt. Navigating through the intricacies of visual composition, I acquired insights into managing numerous dynamic elements cohesively. Moreover, the digital medium presented a learning curve wherein I delved into the nuances of scale and proportion, refining my techniques to craft a design that seamlessly translated onto a 1.5-inch surface area.

Audrey Kirwin