Issuu on Google+

the portfolio of

CATT SMALL

1


2


Table of contents

SECTION 1) Print

4–33

SECTION 2) Digital

34–61

SECTION 3) Branding

62–81

About catt Catt Small (also known as Cat or Catherine Small) is a Graphic Designer living in New York City. At the age of fifteen she worked with 3iYing, an all-girl marketing firm. During her yearlong term, she wrote BusinessWeek articles and helped to redesign ad campaigns and designed stickers, graphics, prints, and more. She has worked with companies such as Burton, L.E.I., Playtex, Trojan, and Axe. Since leaving 3iYing, Catt has been featured in the Society of Illustrators, Who’s Who Among American High School Students(2007) and attended the prestigious School of Visual Arts for Graphic Design. Catt worked as a Web & Graphic Design Intern at NASDAQ OMX Inc., NYC HRA, D’art Inc. and Alexander Interactive. She has experience creating websites for various clients, including the Department of Human Resources Administration and NASDAQ. She is very familiar with Adobe Illustrator, Photoshop, Dreamweaver, and InDesign and has working knowledge of Flash. More recent clients include print design for Citizens Advice Bureau (now BronxWorks) and Maa Sa Akhi Academy of Performing Arts. 3


catt small

4

PRI


PRI nt 5


catt small

Today my first draft of seven 30� by 60� posters is due.

Later

6

I decided to calculate the cost of printing.


Print

7


MEM

2009 calendar and observation of popular internet cu

8


Print

ME

ulture by Catherine Small

MEME Calendar Spring 2009 - type 9


mem

ER

2

F

3

9

S

10

6

17

3

24

0

31

10

IMPORTANT DATES 12 Columbus Day


me Print

Coke and Mentos

Videos

Categories

Channels

Videos

Diet Coke and Mentos

Community

Search

The Diet Coke and Mentos eruption (also known as a Mentos eruption or a coke geyser) is a reaction of Diet Coke and mint Mentos. The eruption is caused by opening a bottle of Diet Coke (typically a two liter bottle) and dropping a Mentos into the bottle. The Diet Coke reacts and spews foam into the air at a rapid rate. Fruit-flavored Mentos don’t cause the same reaction because of their thick coating. Because of the nature of this physical reaction and the easy availability of the ingredients, the Diet Coke and Mentos eruption is a popular subject for Internet videos. A variation of this experience consists of making the bottle rocket up by closing the cap shortly after Mentos is inserted and slamming the bottle into the ground upside-down. The explosion generates a reaction like the engines of a rocket. Several elaborate, fully choreographed videos are on YouTube.

Views: 8,428,664

MAY S

M

IMPORTANT DATES

5 Cinco de Mayo 10 Mother’s Day

T

W

16 Armed Forces Day 25 Memorial Day

T

F

S

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24 31

25

26

27

28

29

30

Comments & Responses

This calendar was created for my typography class with Sarah Giovanitti. We had to create a 2009 calendar that celebrated something interesting. I chose to celebrate internet culture. Popular viral videos that have affected our culture, or memes, are being created at an amazing rate. I picked 12 of my favorite memes for the book. I decided to design the calendar like the source of memes, YouTube. I realized simple was best and bought a custom-made plastic container. The resulted in an easy-to-use informational calendar.

11


12


Print

Seven Sins Posters fall 2009 - personal

These posters express words and thoughts people say when they experience one of the seven deadly sins. Without putting a label, people should be able to recognize them by reading and guessing.

opposite page: rage. top: gluttony, pride, sloth. bottom: lust, greed, envy.

13


3 NEW Status Updates 8 TECHY Color Television Go on Cowon 16 PHONIC Cheap & Tiny Wins the Race 22 MARKUP Red label 28 LABEL Crashionista 38 LIVING That DAMN CAT

?

14 r

ec to

M

C ag at az t S in M m eF C ag all o at az un t S in M de m eE C ag r all d at az ito t S in M r e m a C g all Se C ons az nio at u ine r t S lta Ed M F Ed n m a it t C ash C g ito all or at io C ont az ria tS n at rib ine C l tS u m Dir C rea M all e m tin Sen at tiv C ag ct all g io tS e at az or W Ed r t S in m D r C it M ito all ire m eC at er a ag r ct all o tS a P or C nd az nt m tL at Ph ine C hot rib all ar tS o a o g t u M tS D e m to Lay tin Pr a ag all Ed o m ire g od C C nd az u c a P Ed itin t ll to at De ine Co att uc C hot r ito tS s g at o py Sm er M r tS R m ign Edit C D W ag Ch all all A in at m ese C igit C Arc az ie tS ss g a a at al at h ine C f oc m t S Im ll rch t S iv C opy M ia M all er at E m a m e/D Pho te C ark C ag tS d all ge all ig to a at az Se u t it m o tS p t S in ita / Sp C nio Ch M all r at r m Int lA m eT ec C ie C ag t a e all ra rt ia at f o ll rn Sm Co at az Pr s lis tS f ns t S in od py C R a t R cr m e ll E at uc m eA C ese ip tS t all se all s dit at a Ed io ts sis a t m r or rc C ito Sm ch M all n A ta at r h C ag ss nt all Ed t S ial at az oc P ito t S in m As ia C hot S r all sis m eS te at o C pec all e tS D ta at ia S nio nt tS l m ire C enio S all cto r m Co at r Th pec Ed rr a t r ll E Sm d In e ia D es ito te Go l T po C epu r all itor rn o ha at ty nd ,L tS A et gle n en iv s ks m rt in t all D g ir

catt small

BMAGAZINE VOLUME 01 PG. 08

Go on Cowon 12

PG. 38

GET OUT Features of the month: 42 STREET Hanging Out 46 SUBWAY How to Cope with Bad Service 50 RAGE Stand Clear of Awkward Conversations Seek and Destroy 60 ARTSY Not-So-Tiny Tim The Funnies Seek and Destroy 50

B Magazine

spring 2010 - editorial

This magazine was an old idea that was finally executed in Editorial Design class. Originally, the magazine was called Big Apple Pie, or BAPie for short. However, it was cut to B for a hip, exclusive vibe. And no, it’s not a bad print. The cover is indeed pixelated. Tunnels are often used to get into New York City, and pixelating it made it more interesting and intriguing. The pixelation causes the reader to notice the magazine because it is very different.


FOR REAL PEOPLE IN NEW YORK VOLUME 01 2010

15


BM NEW TECHY PHONIC MARKUP LABEL LIVING STREET SUBWAY RAGE ARTSY COMIC

Subway Special

EVERY DAY OF YOUR SAD COMMUTING LIFE

46

47

ay

ec

TO

D

IT

RE

BO

ED

l

ia

US

l

T

ia

ec

Sp

T

Sp

GO

16

bw

Su

ay

E

PR

he Metropolitan Transportation Authority formally approved on Wednesday a slate of severe service cuts that will eliminate two subway lines and dozens of bus routes in the city and create longer, more-crowded trips for the region’s transit riders. The cuts, which will help close a budget gap of about $400 million, will not go into effect until June, but discussions have already begun about how the board will address an anticipated budget deficit of nearly another $400 million. And there is a growing, if reluctant, consensus that higher fares and tolls will be necessary; the only question is when and by how much. A 7.5 percent fare increase is scheduled for next year. Agency officials have calculated how much revenue could be gained from various fare and toll structures, according to people familiar with the discussions. The topic has come up in private conversations between Jay H. Walder, the authority’s

48

GE

W

bw

Su

FE LI G IN UT M M e CO ak D m o SA t e r ys nke fo UR wa Ya end ? YO k e n of F e h u f t e O ing se y w ike Y l r ink lo DA th t c ve nd e Y m o m no e e sou ER so y t We oo hy lin at EV dr 7 on one e! d ar , w E t th e s e bo “hey TIR sn’ ck e m eh ne ge, t. e n n bu th Te ’t EN oe th t, n ve Y! don cha cie CT . in ugh the ? D A k T ffi llio a i h s t b as o ET We eed d e “EX wor ’t W I th cu nth n r n ee on PR . a o e . d n d hr ay er K ” o YS th ! t e A O ain he an x m rd ev ble S y g d w n ag y w tion o si , LO ste e n elia BILL ALW yin d da r l d ou ly r e ro re ll c sta e t ar ad DO y op ry NO es st oo “ hin nt . S RE ers Pe ve Bo u a m hre de G e t k U r p ? re ike ac es yo adiu xt ve rs. t s stil Y S wo we s a s l m St e ne I lo ute jus urn HE ion do ine ing ard m T t e h t , h th b? t C a jo com , w ewFE ut st ths ac y tro y so y n LI m, b ore oo d m R sa Me m ou b Al r G y n y e i a m e VE se C h sh IN th 0 njo of 5 n t tro r E ho UT un I e ne M r red ts i Me eve ”. T h o M uc le fi en ur er LY o ev N nt m sing CO ag O d n ta w D an ey GE por n ht o ery SA Th AN im tioGo f ev UR CH ost meeyn. s o YO m I on easid ur F e n d O th Dri m pit p yo Y of ou haI pge e in DA all d y t. liv l Y a on u an on’ ho ER n’t orm d ew ice o EV Do e n w. rv n y ure pl h ing .. o se ow I s peo o. r t rr utt he e s? e , s fte mo c h W e a t tt re to ’re u? e cu it. ca of n? tim ur in yo o W io . to ith ell ies on n h aga o. , do at rs ed l w e h lar uc ea y be l a res , to hat u nti t ed n y m cid ea th sa A! n yo s u e fa kids ed de . D ho tal . H te ke o o s s th ur t a in ng ne we line ? W e t ding ge e sm tti cla g o ’t s h l n e y n i m i t l o o R So in t y. m bu of k O rais for y do le an an to g wa ail tra b n h h f d t t o w or lso ash eall s e ur e ire pr ore yto c ur kid mor tim e yo tt ow a m ant ur go t t ’re tra Yo ll, k e yo arn We mo sh ge We ex . f e i . , w to ot ds o oo! w s e e g t t ar so ar lo h Al pec l tim ’ve roC I c hem oo ’ll b I ex riva you et W ink t t th an n. ns. ar pe nt M lly ’t w ow ba Ho de a u re don m d f Cu St u e yo IT! I p ‘ th o e Do OF ke wor tta y’s Go one m NEW TECHY PHONIC MARKUP LABEL LIVING STREET SUBWAY RAGE ARTSY COMIC

chairman, friends and colleagues. The question has arisen whether an even bigger increase would be preferable to losing yet more service. Mr. Walder has repeatedly said that he does not want to raise fares this year, and people familiar with his thinking say that he is determined to keep that pledge. Asked on Wednesday if next year’s increase might be larger than 7.5 percent, Mr. Walder said only that the authority would consider the specifics of the next increase later this year. “The first priority right now is on reducing our costs,” he said. With little possibility of a state bailout, however, the authority’s options are limited. The cuts approved on Wednesday, which prompted a widespread outcry from riders, will save the authority about $93 million. The authority has cut administrative costs by 15 percent and laid off hundreds of station agents, and Mr. Walder said on Wednesday that it was renegotiating contracts with its suppliers and trying to drive down labor costs. The authority still plans to eliminate discounted

WE GOT BORED TIR Hello, dear New Yorkers!

Today is another fine day to suffer! Let us begin with MORE SERVICE CUTS! However, there is SOME good news. We finally cleaned every single station in New York City! HOORAY! Now you are dirt-free! We didn’t say anything about the rats. The rats are there for atmosphere! Deal with them! Aren’t they so cute in that dirty, mangled way? Anyway, I’m gonna go back to ignoring the bad bills and COUNTING the GOOD ONES! I LOVE MY JOB! WOOHOO! By the way, you all suck. Buy a car.

fares for students, which would save $214 million, but that proposal was not considered by the board on Wednesday, adding to the sense that the worst was yet to come. The authority’s only path toward generating significant revenue is a fare increase. Longtime transit planners believe that an increase of 10 to 12 percent — which would raise the base fare to about $2.50 — might be necessary to make up the gap. (Several have shared those thoughts with the chairman.) “There’s definitely going to be a fare increase; now the question is will it be enough?” said Allen Cappelli, a board member. “Probably not.” He said that the board had not yet discussed the prospect of a bigger increase. With discounts for multiple-ride MetroCards, the average fare paid by a subway rider was $1.47 in January, far less than the $2.25 base fare and 8 cents higher than the average ride in 1996. “Based on a comparison of New York City to other major urban areas, there’s clearly elasticity in the fares,” said Kathryn S. Wylde, chief executive of the Partnership for New York City, a business group that Mr. Walder meets with regularly. “Fares could go up without losing ridership,” she added.

49


Mag Print

NEW TECHY PHONIC MARKUP LABEL LIVING STREET SUBWAY RAGE ARTSY COMIC

GET OUT

That

DAMN CAT

Sometimes pets can drive you insane. Here are some ways to deal with them.

MEOWING our cat is driving you crazy keeping you up all night meowing/ scratching/ clawing the door/ chewing the walls/ howling like a love-lorn banshee from dusk till dawn. You need help, and fast. Before you punt him bodily out of the door or decide to make your very own cat-skin rug, take a deep breath. There is hope. First, though, you have to understand that your cat is a CAT. It’s a big ‘well, dur’ statement, but the cat is, by nature, a nocturnal beast. This means that unless you take action personally, nothing will ever change, your cat will continue his merry tricks at all hours of the night and you will continue to go to work each morning with bags under your eyes and a deep, festering desire to kill anything furry that crosses your path that day. Get your cat checked out by your vet to make sure there’s nothing wrong with him, that he’s not crying at night because he’s in some sort of pain. While you’re there, get your vet to check your cat’s hearing. If you cat is old it may have gone deaf, and it may be meowing so loudly because it literally cannot hear itself. Next thing to do is check that it’s got access to three things: food, fresh water and a clean litter box. If it’s an outside cat, check that its cat-door is not stuck or too stiff for it to get easily in and out. If your cat has a problem with any of these things during the night it may meow or ‘come and get you’ to fix the problem. Is your cat’s bed (or the place where he sleeps) in a draft? Kitties hate this. If so, move the bed or block the draft. Does your cat keep you awake by playing too loudly at night or constantly scratching at your door and meowing to wake you up? The one simple way to fix this is to train

Y

STREET I Hate You! You Hate Me!

SUBWAY

How to Cope with Bad Service

RAGE

Stand Clear of Awkward Conversations

Sneaky Little Bastard They’re so cute until they throw up on your carpet or shred your couch. There is a way to fix the problem. And no, we’re not talking about Euthanasia.

Unreasonable Discourse

ARTSY

Not-So-Tiny Tim

40

36

NEW TECHY PHONIC MARKUP LABEL LIVING STREET SUBWAY RAGE ARTSY COMIC

NEW TECHY PHONIC MARKUP LABEL LIVING STREET SUBWAY RAGE ARTSY COMIC

Mark McKechnie, an industry analyst, spoke with Forbes and said that after his research, he believes that the anticipated new Android device will becoming to all four major US carriers. He expects AT&T, T-Mobile and Sprint to get the phone before June, with Verizon getting it later at the end of the year. This pretty much blows the doors off all rumors – not to mention pretty uncommon. We hadn’t even heard anything about a CDMA Samsung Galaxy S for Verizon and Sprint. Plus, the US mobile phone market is heavy on carrier-locked exclusive devices, tied to a two-year plan (iPhone is the gold case example, but even for boring featurephones, US carriers balk at giving you the unlock code to take your device to another carrier). However, McKechnie says that none of the US carriers were too impressed with the Galaxy S to sign an exclusivity contract with Samsung, although they’re all obviously interested in selling it. To recap the Samsung Galaxy S, we were thoroughly impressed with it. Samsung’s pedigree with touchscreen phones isn’t very good (they love those 2-inch crappy “smartphones”), but the Samsung Galaxy S looks to be a top-tier Android superphone (in the vein of the Droid, Nexus One, Incredible, EVO 4G, etc etc.) For specs, it has the 4-inch “Super” OLED screen, a 1GHz processor and an enhanced graphics processor that Samsung says can deliver an impressive 90 MT/S (million triangles per second). Users looking through FCC filings have found what seems to be proof that the Dell Mini 5 tablet will eventually head to T-Mobile, with the filing showing off the WCDMA bands of the carrier. The Mini 5 has already been approved for AT&T, so it seems that the company is looking to reach as many consumers as it can with GSM, distributing through a couple of carriers. The Dell Mini 5, the company’s first true tablet, will have a larger 5-inch display with WVGA (800x480 resolution) which is fully multi-touch supported. It is unclear which Android firmware it will run, with reports differing from 1.6 all the way up to the latest, 2.1. The device will use a powerful 1 GHz processor. As with all tablets, 3G, Wi-Fiand Bluetooth support is standard. Separating it even further from the iPad is the addition of a front-facing camera, allowing for video conferencing. Out of stock issues seem to appear in more markets than the UK and to affect more devices than HTC’s Android-based Desire. HTC HD2, the mobile phone maker’s flagship Windows Mobile 6.5-based device, is currently out of stock at T-Mobile US, as the carrier continues to have problems when it comes to keeping pace with demand for the handset. As previously reported, T-Mobile had issues with HTC HD2 stock from day one. Even if the device runs under the Windows Mobile 6.5 operating system, and it won’t receive an update to Microsoft’s newer Windows

She’s a Vamp Layer a cool plaid shirt under a dark blazerinspired jacket. For a new twist, wear the jacket like a cape. Skinny jeans, mixed leg warmers, and cozy rain boots ensure you’ll be warm, no matter how cold-blooded you are.

32

Get Anywhere T-Mobile’s MyTouch 3G comes with Google Navigation. Users will never get lost.

18

17


catt small

What is Art? Poster fall 2009 - personal This poster was designed for Communication Design. I chose an excerpt from Tolstoy’s “What is Art?” essay. Though he wrote a long essay, the question, “what is art?” was still a large question. I decided to express this by enlarging the title and shrinking the essay.

18


Excerpts from Tolstoy’s book on art. Chapter Five.

19


C

catt small

Chocolate Editions Packaging fall 2010 - product Chocolate Editions are a unique type of chocolate, and so I designed a unique wrapper for them. These are three of their flavors. Each has an image that identifies the flavor by being literal. The colors were also purposely picked to identify flavors.

20


DARK

CH Print

DARK

Chocolate Editions:

Nutrition Facts Serving Size 1 bar (42.5g) Serving per Sontainer:2

Chocolate Editions by Mary & Matt is a celebration of the candy bar as a perfect pop object. Launched in their home

Amount Per Serving

Calories 310

Calories from Fat 90

kitchen as gifts for friends and family, it

quickly grew into a full line that draws its

% Daily Value *

Vitamin A 0% • Vitamin C 14% Calcium 2% • Iron 3%

* Percentage Daily Values (DV) are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs.

0ct 23 2011

inspiration from an eclectic array of

favorites -- rugby shirts, works by Sol LeWitt and David Hockney, and

Neapolitan ice cream have all been

reimagined as deliciously artful candies.

Chocolate Editions.

15% 20% 13% 4% 14% 10%

Net Weight 1.5 oz (42.5 g)

Total Fat 10g Saturated Fat 4g Cholesterol 40g Sodium 55mg Total Carbohydrate 26g Dietary Fiber 3g Sugars 30g Protein 1g

Mary & Matt use the highest quality

ingredients and craft their chocolate bars

in small, handmade batches. They always have their eyes and taste buds open for new and surprising inspirations.

Mary & Matt:

Mary Matson and Matt Even are Mary & Matt. They met in high school and began

Guarantee of Quality and Freshness Chocolate Editions bars are made of the finest ingredients. Each bar should reach you in excellent condition. Questions or comments? Visit www.chocolate-editions.com.

a lifelong artistic collaboration. While

studying painting, they developed a love for design, food and the culinary arts.

Mary worked in design and pastry, Matt

in advertising. Then they began to make

things they felt were missing in their life. They believe in modernism with a smile.

8151642

GO TAN

Chocolate Editions:

Nutrition Facts Serving Size 1 bar (42.5g) Serving per Sontainer:2 Amount Per Serving

Calories 310 Calories from Fat 90 Total Fat 10g

Chocolate Editions by Mary & Matt is a celebration of the candy bar as a perfect pop object. Launched in their home

kitchen as gifts for friends and family, it

quickly grew into a full line that draws its

% Daily Value *

20% 13% 4% 14% 10%

* Percentage Daily Values (DV) are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs.

LeWitt and David Hockney, and

Neapolitan ice cream have all been

reimagined as deliciously artful candies. Mary & Matt use the highest quality

ingredients and craft their chocolate bars

in small, handmade batches. They always have their eyes and taste buds open for new and surprising inspirations.

Mary & Matt: Mary Matson and Matt Even are Mary &

Choco

Matt. They met in high school and began

.

ditions

late E

Guarantee of Quality and Freshness Chocolate Editions bars are made of the finest ingredients. Each bar should reach you in excellent condition. Questions or comments? Visit www.chocolate-editions.com.

favorites -- rugby shirts, works by Sol

a lifelong artistic collaboration. While

studying painting, they developed a love for design, food and the culinary arts.

Mary worked in design and pastry, Matt

in advertising. Then they began to make

things they felt were missing in their life. They believe in modernism with a smile.

8151642

TANG

Vitamin A 0% • Vitamin C 14% Calcium 2% • Iron 3%

0ct 23 2011

inspiration from an eclectic array of

Net Weight 1.5 oz (42.5 g)

Saturated Fat 4g Cholesterol 40g Sodium 55mg Total Carbohydrate 26g Dietary Fiber 3g Sugars 30g Protein 1g

15%

21


THE UKR 2 0 1 1 F E S ANIAN TIV AL APR An A

me of U rican C el kran ian ebratio Cu n IL 2 – A lture

PRIL

22

9


Print

TH UKRE 2 0 1 1 F E S ANIAN TIV AL APR An A

me of U rican C eleb kran rat ia IL 2 n Cultur ion e –A

PRIL

9

Ukranian Festival Poster Spring 2011 - event This poster was designed with the Ukranian culture in mind. The colors, blue and yellow, are similar to that of the Ukranian flag. The pattern is based on studies of traditional Ukranian cloth.

23


catt small

Gossip Girl fall 2010 - Book design In Gossip Girl, Blair Waldorf, the main character, idolizes Audrey Hepburn. I decided to use Hepburn as inspiration for the book cover and used classic typefaces to make the books feel upscale. This design is very different from the current look.

24


CA $8.99

all i want is everything gossip girl

Cecily Von Ziegesar

US $8.99

all i want is everything

Christmastime in New York City has arrived and Serena moves from dating superstar Flow to vegan Aaron when they all end up on a Caribbean vacation with the Waldorfs. Jenny gets stalkerish with Nate. Blair learns that her mother is pregnant and decides that Nate isn’t worthy of being her leading man.

Even everything is not enough.

Cecily Von Ziegesar

CA $8.99

Cecily Von Ziegesar

US $8.99

you know you love me

Eleanor Waldorf ’s upcoming nuptials threatens to overshadow Blair’s birthday. College interviews bring out the best and worst in the seniors, as Blair hangs out with her new stepbrother-to-be Aaron Rose, and Dan finds out how just not into him Serena is.

you know you love me gossip girl

And if you don’t, you better learn to.

Cecily Von Ziegesar

25


Copyright 2002 by 17th Street Productions, an Alloy, Inc. Company

contents

All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage.

having her cake & losing it, too 8

The characters and events in this book are fictitious. Any similarity to real persons, living or dead, is coincidental.

one lucky westsider, one lonely one 37 b is determined to make n want her 45 b and v can’t wait to graduate 85 rendezvous at grand central station 118

Bibliographical Information

best western vs. motel 6 123

Von Ziegesar, Cecliy. You Know You Love Me: a Gossip Girl novel / by Cecily Von Ziegesar.

guess who’s getting into brown? 148

3rd ed. p. cm. Summary: To Blair’s dismay, Serena has returned to their high school. A world surrounding fashion and boyfriends is once again observed.

who left the party and who joined it 223

ISBN 0-316-91148-8 [1.New York (NY) – Fiction. 2. High School – Fiction. 3. Schools – Fiction.] I. Title. PZ7.V94 YO 2002 [Fic]–dc21

2002066087

TOP: table of contents. BOTTOM: chapter opener. opposite page: hardcover.

having her cake & losing it, too Gossip Girl is an American young adult novel series written by Cecily von Ziegesar and published by Little, Brown and Company, a subsidiary of the Hachette Group. Narrated by the omniscient yet unseen blogger “Gossip Girl”, the series revolves around the lives and romances amongst the privileged teenagers at the Constance Billard School for Girls, an elite private school in New York City’s Upper East Side. The series primarily focuses on Blair Waldorf and her best friend, “it girl” Serena van der Woodsen and follows the characters through their high school lives up through their graduation and moving on to college. The first novel, Gossip Girl, was released in April 2002; the eleventh novel of the series was released in May 2007, with a prequel novel following in October 2007. Another follow-up novel, in which the characters return home from college for the holidays, was released in hardback format in November 2009. The original novel became the inspiration for the Gossip Girl teen drama television series, created by Josh Schwartz and Stephanie Savage, which premiered on The CW on September 19, 2007 and just finished airing its third season. In May 2008, a follow up series, Gossip Girl: The Carlyles, began publication, following the Carlyles triplets as they begin attending the Constance Billard School for Girls. As of May 2009, three novels have been released in this series. Ziegesar created a spin-off series, The It Girl,which began publication in 2005, and Yen Press has adapted the series into a graphic novel series titled Gossip Girl: For Your Eyes Only.

8

26


gossip girl

There can only be one. Cecily Von Ziegesar 27


2011 Fall US $9.99 CA $13.99

er

wn

2012 Spring US $9.99 CA $13.99

ia

us

er

wn

Th

e

Sh

ip

O

SE

&

En

th

AL

st’

sG

ui

de

AB

Th

e

Sh

ip

O

SE

&

En t

hu

sia

st’ sG

ui de

AL AB

catt small

Yachts The everything-about-yachts issue: from the interior design to the world’s biggest yachts

ShipS that Never Were The Design & Concept Issue

SEALAB Magazine Spring 2011 - editorial This magazine was designed for upper-class people who enjoy ships. Unlike most specialty magazines, I tried to pay heavy attention to the style of the magazine while also making it informative and legible.

28


2

SE011 AL Fa AB ll

WHERE IS SHE NOW?

The Law of the Seas

The Naval History & Heritage Command Detachment Boston is responsible for her maintenance, keeping her as close to her 1812 configuration as possible.

he USS Constitution is a wooden-hulled, three-masted heavy frigate of the United States Navy. Named by President George Washington after the Constitution of the United States of America, she is the world’s oldest floating commissioned naval vessel. Launched in 1797, Constitution was one of six original frigates authorized for construction by the Naval Act of 1794. Joshua Humphreys designed the frigates to be the young Navy’s capital ships, and so Constitution and her sisters were larger and more heavily armed and built than standard frigates of the period.

A history of the USS Constitution, the ship that began a revolution. Layla Jane

Built in Boston, Massachusetts at Edmund Hartt’s shipyard, her first duties with the newly formed United States Navy were to provide protection for American merchant shipping during the Quasi-War with France and to defeat the Barbary pirates in the First Barbary War. Constitution is most famous for her actions during the War of 1812 against Great Britain, when she captured numerous merchant ships and defeated five British warships: HMS Guerriere, Java, Pictou, Cyane and Levant. The battle with Guerriere earned her the nickname of “Old Ironsides” and public adoration that has repeatedly saved her from scrapping. She continued to actively serve the nation as flagship in the Mediterranean and African squadrons, and circled the world in the 1840s. During the American Civil War she served as a training ship for the United States Naval Academy and carried artwork and industrial displays to the Paris Exposition of 1878. Retired from active service in 1881, she served as a receiving ship until designated a museum ship in 1907. In 1931 she started a three year 90-port tour of the nation, and in 1997 she finally sailed again under her own power for her 200th birthday.

USS

CONSTITUTION, the world’s oldest commissioned warship afloat, promotes the United States Navy and America’s naval heritage through educational outreach, public access and historic demonstrations, inport and underway. F2011

F2011

2

2

that’s a Lotta Yacht

09

A

The largest yachts in the world, now all in a list for everyone to see Manna Qwertyson

08

07

10

fter the much anticipated launch of the Eclipse this week, the yacht Dubai now must give up her throne as the world’s largest mega yacht. It’s just a few meters longer, but in the mega yacht world, bigger is better, and Roman Abramovich’s new toy has usurped the title from the Prime Minister of the United Arab Emirates’ floating pleasure palace. The excitement over the latest “World’s Largest Yacht” made us wonder what kind of other mega yachts fit into the Top 10 category for size, and what we found was surprising.

05

03

01

Top Ten LargesT YachTs in The WorLd KeY: nUMBer naMe|LengTh 10 ocTopUs | 414 FeeT Launched: 2003 (refit 2008) Designer: Espen Øino Approx. Weight: 9932 tons

09 aL MirQaB | 436 FeeT

06

02 F2011

6

7

02 dUBai | 532 FeeT

Launched: 1865 (refit 3 times) Designer: Oliver Lang Approx. Weight: 4,561 tons

Launched: 2006 Designer: Andrew Winch

07 rising sUn | 453 FeeT

04 prince aBdULaziz | 482 FeeT

Launched: 2004 (refit 2007) Designer: Seccombe Design Approx. Weight: 7,600 tons

Yacht Launched: 1984 (refit 2005) Designer: Maierform Maritime Approx. Weight: 4,620 tons

Launched: 2010 Designer: Terence Disdale Approx. Weight: 13,000 tons

06 aL saLaMah | 457 FeeT

03 aL said | 508 FeeT

Launched: 1999 Designer: Terence Disdale Approx. Weight: 12,234 tons

Launched: 2007 Designer: Espen Oeino Internat’l Approx. Weight: 15,850 tons

F2011

01 ecLipse | 557 FeeT

F2011

8

MAIN DECk LIvINg ROOM

UppER DECk LIvINg ROOM

christina Bohnstengel

Want a sneak peek at some haute happenings in the world of luxury yachts? It’s still in the development phases, which will make tracking its progress even more exciting. Giancarlo Alhadeff, the Italianbased international architect who touts degrees from Harvard and Columbia, and interior designer Michael Lewis, is refitting the 164-foot vessel, My Tzarina, with some of the most contemporary designs we’ve seen on the water yet. With this ship, the proud owner, a Russian real estate developer, is dictating a new paradigm in the world of yacht design. Futuristic, coralline, and the avoidance of hard right angles are the foundations of the design motif for My Tzarina’s refit. Official word is that, “site-specific furnishings are custom-designed to reflect the brightness of the sea and sky, giving the visitor something of the experience of swimming through the inside of a coral reef as shafts of sunlight pierce the water’s surface from above. Aquamarinecolored surfaces against fluid white lines make being on board a continuum of the sea rather than the domination of it.”

The design architecture here is futuristic, coralline and believes in setting smooth corners devoid of right angles thus seamlessly integrating the interiors and fixtures to given an impression of sea-and-sky set up. The architecture intends to bestow upon the user the experience of gliding through the inside of coral reef as sunlight would make its way through water surface. The choice of colors here are restricted to that of aqua-marine with soft fluid lines to retain the sea-like ambience. The yacht which is being worked upon belongs to a Russian a real estate developer and hopes to set a milestone in the arena of yacht design. As you can see, the opportunities for design fraternity is growing by leaps and bounds, for their work was initially restricted to office and residential spaces and now even ships. So can we expect private jets and luxury airlines to follow the cult too?

MAIN DECk DININg ROOM

F2011

05 eL horriYa | 478 FeeT

Launched: 1931 (refit 1992) Designer: Gibbs & Cox Approx. Weight: 4,701 tons

2

2

avantGarde interiors

9

Launched: 2008 Designer: Tim Heywood Approx. Weight: 5000 tons

08 savarona | 446 FeeT

SE011 AL Fa AB ll

F2011

Amazingly trendy new designs for luxury yacht interiors

04

You might imagine that all of these private ships would be similar in design, but the top ten largest yachts in the world don’t have as much in common as you might think. Yes-yes, they’re all huge, and expensive, and they float, but that is where most of the commonality ends, since these mega yachts are as varied as the people who own them. From the brand new mega yacht Eclipse with her high tech devices, to the Egyptian Presidential yacht El Horriya, which is little changed since her launch in 1865, these yachts represent a range not just in size, but in age and taste as well -- as do their owners. Does size really matter? Well, it does to some. It’s hard to imagine that you can have ten times more fun on a 500’ boat than on a 50-footer, but you can almost certainly invite more friends along. Many of these mega yachts are available for private charter, so if you’re thinking of dropping a few hundred million on buying a mega yacht, you might want to try renting first. The hundred thousand or so you spend for two weeks could really save you time and money down the road in regard to redecorating. After all, how will you know how many swimming pools, movie theaters, orgy pits and cup-holders you want until you’ve had a test drive?

SE011 AL Fa AB ll

5

4

SE011 AL Fa AB ll

SE011 AL Fa AB ll

3

Today, the Constitution’s mission is the promotion of understanding of the Navy’s role in war and peace through educational outreach, historic demonstration, and active participation in public events. As a fully commissioned US Navy ship, her crew of 60 officers and sailors participate in ceremonies, educational programs and special events while keeping the ship open to visitors year-round and providing free tours. The officers and crew are all active-duty US Navy personnel and the assignment is considered special duty in the Navy. Traditionally, command of the vessel is assigned to a Navy Commander. the USS Constitution is berthed at Pier 1 of the former Charlestown Navy Yard, at one end of Boston’s Freedom Trail. The Naval Act of 1794 provided for the construction of four ships carrying 44 guns each, and two ships carrying 36 guns each. Constitution was the second of the 44-gun frigates to be completed, and was given her name by President George Washington.

F2011

10

11

F2011

MAIN DECk OWNER’S ROOM

F2011

12

29


lam ma catt small

S

above

LIFE

the magic words

13 Letter from the Editor 17 Coupon or Sham? 19 On the Books 23 Rogue Status 27 Shave More Than Your Moustache 33 Run/Pursue 37 Meet Women in Your Area

So many guys will rack their brains trying to think of what to say to break past a girl’s barrier when they first meet her. Here’s a simple solution: Tell her how you feel. Let’s say a hot girl is at the bar or at a bus stop. Come up to her and just say how you feel.

ART

41 Beautiful Mobile Games 45 Modern Dating 49 Sweet Talk

above

on the outside I can just about make out a vision in crow-black and oversized sunglasses sitting behind a huge white desk. Nobody ever said Zaha Hadid was a regular girl. Today, she’s wearing black arm stockings, an upside-down Issey Miyake jacket that’s got a touch of the tarpaulin about it, black leggings and black wet-look booties. Hadid is 60. Only she could pull it off.

Good thing I have two extra lives.

MUSIC

75 Effy, Effy, Effy 79 Interview with a Nerdcore Rapper 85 Video Games Ruined my Life 93 Is it too Big a Job?

contents

Life Art Music People - Fall 2011

20

MUSIC

BRANDSTAND 18

ROGUE STATUS

A lesser-known brand, RS shows us a thing or two about iconography.

CHECK OUT MY GUNS. No, really, I’m wearing them.

Rogue Status Gun Show Diagram T-Shirt in Turquoise/White, $28

SIDE ORDER We all need belts one day

in our lives. This plaid one is good enough to wear at work or on the weekends with the guys.

Enjoi, $25.

Addiction has been defined as “A primary, chronic disease, characterized by impaired control over the use of a psychoactive substance and/or behavior. Clinically, the manifestations occur along biological, psychological, sociological and spiritual dimensions.” While there is currently no category for video game addiction in the Diagnostic and Statistical Manual of Mental Disorders, which is the manual utilized to diagnose psychological disorders, video game addicts are often described by clinicians in the field as displaying many symptoms characteristic of other addictions. These behaviors include failure to stop playing games, difficulties in work or school, telling lies to loved ones, decreased attention to personal hygiene, decreased attention to family and friends, and disturbances in the sleep cycle . Withdrawal symptoms can even include behaviors as severe as shaking.

People

Life Art Music People Fall 2011

LIFE

by Mary Schlimme

53 Throwbacks 57 Blue Bird 61 Outta the Bag 65 Musicgasm 69 Lily by Another Name

We tested the brain while listening to “Nine in the Afternoon“ by Panic! At the Disco. Here are the results and the lyrics to go with them, A color key is at the bottom of the page.

chieve the look you’re going for with Rogue Status. This brand offers you more than just urban styling. When you sport Rogue Status hoodies and tees, you’re also supporting soldiers at war. Save today using Rogue Status clothing coupons from FabulousSavings. Endorsed by famous celebs, Rogue Status is a brand whose mission is to keep soldiers and their families in touch. Though considered controversial and graphic, Rogue Status Gun Show shirts benefit and support the safe return of soldiers to their families. Rogue Status is a collective initially spearheaded by Johan Esbensen, Rob Dyrdek(World Wide Know SkateBoarder from the Rob and Big show on MTV)Jasper Watts and Rex Holloway that creates controversial designs in order to extort response and dialogue. Much of their work is done in direct reference from global current events. What started just a couple of years ago has since grown into an internationally-recognized streetwear/lifestyle brand, with a store in downtown Venice Beach, CA and worldwide distribution. It is a very, unique brand of clothing. Travis Barker, owner of Famous Stars and Straps also bought into Rogue Status and is now part owner of the brand. Many celebreties can be seen wearing Rogue Status: Rob Dyrdek, Ryan Sheckler,Travis Barker, Paul Wall just to name a few.

Back wher to th as go e we be street know od as egan so go - Yeahlovers caFeeling , we’re n, yo od! feelin u g

we s ok things - It lo as ng up storythe Picki ldn’t read of hi shouthe end ’s just It e d! lik ow worl we knof the end

Back wher to th as go e we be street could, od as loegan you ca ve - Yo Feeling u n...

here ce, w om a pla n blo ’s Intoughts cawhere itn tho a roomafternoo could it Into in the that at nine we know know thknow And And we nd you . be - ould - Ael it too. it sh you fe at th

‘Cau afterse it’s are noon nine in You the size - Your eythe so yocould ‘c of the es so go u do - ause yo moon that od - JuWe’re feu can, nine we do - st the weling in th ay Whe e afte n rnooit’s n!

no reaction

medium reaction

small

intense reaction

Life Art Music People - Fall 2011

hese brain areas lie in the auditory cortex, which is the part that handles information from the ears. A graduate student, said: “People couldn’t help continuing the song in their heads, and when they did this, the brain remained active even though the music had stopped.” When remembering songs, people relied on advanced parts of the auditory stream. “Lyrics might be the focus of memory.”

molecules coming together in a chemical reaction. “’We will, we will, rock you’ is just easy to remember.” Barsom listed several factors that might cause a song to be catchy. “A certain familiarity -similarity to music one already knows -- can play a role,” he explained. “Unfamiliar music doesn’t connect well. It’s harder to own, especially on first listen.” Picture a teen with an affinity for punk rock listening to his or her grandfather’s Tchaikovsky collection -- or vice versa. Taking familiarity a step further, Barsom added that a cultural connection between music and listener can make a tune more memorable. To listeners of a certain generation, for example, the music of the Beach Boys opened up a whole new world of summer and surfing. “Their connection to their audience made the music more appealing.” Repetition also can make a song hard to forget in two ways, Barsom said. “If you have a hook (a short catchy phrase or passage) in the song, and if that hook is repeated often, that could do it. You might only remember five seconds of the song -- but sometimes that’s enough.” In addition, he noted, repeated radio play could force a song to become catchy. “You could hear a song 25 times a day. If it has a short refrain that everyone can remember, it will stick, even if it’s terrible.” Lastly, a particularly appealing performance of the song may be enough to make it stick in your head. “Sometimes there’s a certain electric thing that really carries a mediocre song, just the manner in which it is played. But who could possibly figure out what that is?” Barsom concluded that there is no definite blueprint for constructing a catchy song. At best, most songwriters can only try out different melodies until one of them sounds like a keeper, a method with which musician Duffy can identify. “I know when I am composing and recording music, certain chord or note progressions will evoke an emotion in me, in almost a primordial way. When this happens, I am compelled to explore that relationship further,” he said. For Duffy and Barsom, it seems, finding a formula for “catchiness” is futile; instead, recognition is the key. If it’s going to spread and stick, a tune must first infect the songwriter.

Life Art Music People - Fall 2011

LAMP Magazine

fall 2010 - editorial

LAMP, or Life Arts Music People, was designed for college-age males who are interested in becoming more cultured in multiple subjects.

30

All addictions can be dangerous and harmful to the addicted person and others around him; however, video game addiction can be particularly detrimental to children. Video games are becoming increasingly popular with children of young ages, which in turn may raise the likelihood that these children will develop addictions to video games. Furthermore, playing violent games may be associated with a tendency to behave more aggressively, although the data are inconclusive about the cause and effect nature of this relationship. In a study by Irwin and Gross, children who played a violent video game displayed a higher level of aggression than children who played a nonviolent game. Similarly, in a study by Calvert and Tan, college students who played a violent video game reported more aggressive thoughts after playing the game than college students who played a nonviolent game. Although several

MUSICHEMIST 44

sound test

Life Art Music People - Fall 2011

uper Mario Brothers, Sonic the Hedgehog, and Street Fighter are familiar names to nearly all of us. They are all best selling games of major video game consoles. Over 9.8 billion dollars were spent on video games in the United States during 2001 alone, and video game consoles are present in 36 million homes in the United States. With the increasing amount of time that people are spending on video games, one is left to wonder if it is possible to become addicted to video games. Do we need a Video Gamers Anonymous?


lamp maga Print

LIFE

7 rUlEs fOr gETTiNg hEr If you want a woman’s phone number, ask. Don’t expect us to make the move. Don’t wait a week to call Two or three days is plenty. Don’t wait until the last minute to ask for a date.

LIFE

GIRL TALK 20

WOMEN

WANT WHAT? How to be the guy every woman wants without the hassle of trying and failing constantly--advice from a woman. by Lisa Daily

Never pressure a woman for sex. EVER.

Be a gentleman. That means offering to pay for dinner, holding the door open, and using your table manners.

FLOWCHART 26

RUN/PURSUE Need help understanding a certain someone’s actions? This chart will tell you whether it’s better to pursue a female interest or run for the hills.

START HERE

DOES SHE KNOW YOU ExIST?

NO

YES

YES

Always offer your coat on a chilly night.

On top of that, be yourself, a really great guy.

FIND ANOTHER GIRL

SHE MIGHT BE INTO YOU. DOES SHE TOUCH YOU PLAYFULLY?

DOES SHE SMILE WHEN YOU TALK TO HER?

NO

NO

WE DON’T TALK

hat woman likes a wimpy doormat? Women want a man who has a combination of being a little cocky, bratty and have a take-charge attitude and�being nice and funny. She wants all these qualities, not a doormat. You can be a bit of a cocky rebel like Sean Penn, humorous like Jerry Seinfeld, silly like Jim Carrey and nice, like you usually are, all in one package. Many nice guys don’t do this...that so many women find attractive in men. That’s why they are more attracted to the bad boys and the jerks. You want to have the whole package that she wants, but don’t abuse it to the point where it makes you look like you have these scary multiple personalities and / or mood swings. It’s hard to explain how to do a little of each, so we hope you understand what we mean. Women say they want a man to be sensitive, but when he is, it turns her off. It isn’t because she doesn’t know what she wants, like so many men think of women, it’s because you, as a man, don’t understand them. When women say that, what they mean is that they want him to be sensitive to her feelings, to understand what she is saying, and to listen to her. It’s not about being emotional, like crying at a sad movie.

girls’ TiPs

Nice guys go overboard. They bring flowers to a “let’s get together” coffee date. They try to buy her affections with presents and fancy things. I want a guy to listen, but relax, will ya! They also think that by “helping” broken women, it will make them better, more loveable people.

HOW DOES SHE KNOW YOU ExIST?

RUN

WALK BACK AND MAKE SURE SHE’S NOT SHY. DOES SHE LOOK AWAY WHEN YOU TRY TO ENGAGE IN EYE CONTACT AND FIDGET OR LOOK NERvOUS?

YES

YES

ASK HER TO HANG OUT ALONE. DOES SHE AGREE?

RUN

NO

YES

YES

RUN

NO

RUN

Life Art Music People - Fall 2011

NO

TRY TO PUT YOUR ARM AROUND HER. DOES SHE MOvE AWAY?

SHE IS MOST LIKELY INTO YOU.

PURSUE!

PURSUE!

Life Art Music People - Fall 2011

On the Outside

Zaha Hadid’s spectacular buildings were once dismissed as the work of a fantasist. Last week she won the Stirling prize, but despite the belated recognition, she says she will never be a schmoozer. Simon Hattenstone

Life Art Music People - Fall 2011

Life Art Music People - Fall 2011

31


32


About catt’s graphic design: Since the age of fifteen, I’ve been doing graphic design work. It all started with 3iYing. I learned a lot while working with the other girls on big clients. Meanwhile, I also joined a class called Computer Graphics in high school, which taught me more about Adobe Illustrator. I had many experiences with image editing programs such as Photoshop before entering high school, but taking Computer Graphics for two semesters greatly increased my ability. I also learned how to use Flash and created many animations. Through internships I learned what looked good and what wouldn’t attract people. My education at SVA also added to my experience. I have already learned so much and know that I will learn even more as the years come and go.

33


catt small

34

di tal


digi tal 35


catt small

The best part of being a web designer...

...Is looking at inspiration for upcoming work.

36


digital

37


catt small

above: the different pages of the first Quantum Box design. Each page was a completely different color and background. The floor patterns were created using photographs of ground textures. right: the first design’s home page. It is the most normal.

38


digital

Quantum Box v.1 fall 2009 - website This site was a project done for a group of friends that created a team called Quantum Box. The website was created to host various talents and interests, including comic art and cooking. To showcase the different personalities, I decided to create different boxes for each page.

39


catt small

40


digital

Quantum Box v.2 spring 2010 - website This is the second design I did for Quantum Box Studios. It was a very imaginative design that I did to test the limits of a website. It wasn’t chosen to be coded, of course, but I still enjoyed creating it.

41


qu 42


uan digital

Quantum Box v.3 fall 2010 - website This is the third design I did for Quantum Box. It’s a much calmer, neutral design that put full focus on the text and content rather than being distracting and bright like the last design.

43


catt small

Quantum Box v.4

44

above: the information section.

spring 2011 - website

right page top: the project

To finally put Quantum Box on the map, I decided to sit down with the founder and sketch out a design he liked. Using his color choices and the sketch we created, I designed the fourth version of the website.

games and other works.

section shows off finished right page bottom: the blog page, complete with advertising and social networking tools.


digital

45


CA SUI The CATT Suite v.4 Spring 2010 - website

This website was designed for personal use as a portfolio and blog. It’s currently number one on Google when my name is searched (followed by my Twitter). The website serves as a means of branding. I decided to use bright pastel-like colors to express my personality. As an added bonus, these colors greatly contrast the usual bold palette I stick to.

46

above: the front page.

right page Top: the blog section. right page bottom: the gallery

section. Each image pops up in a

modal window when clicked. This way, space and time is saved.


ATT UITE digital

47


catt small

American Museum of Natural History fall 2010 - website This was a design for class. The idea was to use a gridbased design to create a website that included the same amount of information as the original site while increasing the attractiveness.

48


digital

left page: the front page. right page: the science section.

49


catt small

top: the about section. bottom: the events section. right page: the home page.

NASDAQ MarketSite Events v.1 spring 2010 - website

50


digital

I was hired along with another intern to redesign and code the MarketSite Events website. This was my first design. I was given a specific color palette to use, which consisted of many oranges and blues. 51


nas catt small

above: the home page features a sliding gallery. right page: the “About MarketSite� section.

52


asd digital

NASDAQ MarketSite Events v.2 fall 2010 - website This is the second design I did for NASDAQ. This design is more toned-down and has less rounded corners.

53


catt small

NASDAQ MarketSite Events v.3 fall 2010 - website I was in charge of the final design, which was created by combining my previous design with the fellow intern’s. 54


digital

left page: the home page with dynamic image gallery. top: the tower image gallery. bottom: the contact page.

55


catt small

FetchR fall 2010 - PHONE APP Video game rom search engines aren’t rare, but apps are. I designed this app to look and feel like an informational game. 56


digital

57


catt small

above: dropdown menu. right page: the home page. The original site was very cluttered and disorderly. I wrote a list of all the links and conglomerated them into more user-friendly sections.

58


digital

Gothic Cabinet Craft spring 2011 - website Gothic Cabinet Craft’s website was outdated, so for a class project, I decided to redesign their website. 59


60


About catt’s web design: I have been designing websites since the young age of twelve. The first website I designed and hosted online was a portfolio that showcased my KISS dolls (computer-based dress-up). From that point on, a relationship with HTML and CSS formed. As I grew older, so did the language. HTML matured, and while I learned more about it, I also learned about JavaScript and PHP. I later tested my skill at internships, where I learned how to design beautiful, user-friendly sites. Now, I have almost a decade of web design experience under my belt, and I believe it shows. I have listened to every suggestion, vastly improved, and designed as many versions as necessary to satisfy my clients’ needs. As the world wide web evolves and more languages are created, I believe I will design even better websites.

61


bra di catt small

62


an ing 63


catt small

First, select two random, possibly descriptive words from a list.

Next, make a literal-yet-verysymbolic logo with mood colors.

Finally, throw everything out and go with Helvetica (or other sans-serif).

64

NOTE: Name too long? Start cutting letters!

NOT YOUR STYLE? What about a funky face (or two)?


branding

65


catt small

MTA Logo & MetroCard fall 2009 - logo & product I decided to try redesigning the MTA as a brand because their current identity is confusing. There are no ties in color between their signs, ads, notifications, and cards. This logo has the letters M, T, and A in it, but also represents a subway car.

right page top: regular and unlimited versions of metrocards. right page bottom: portable keychain versions. Both are connected to the same account.

66


branding

PLEASE WRITE YOUR NAME OR NOTES IN THE SP ACE PROVIDED ABOVE.

0249683460 EXP DATE: 7/20XX

PLEASE WRITE YOUR NAME OR NOTES IN THE SP ACE PROVIDED ABOVE.

0249683460 EXP DATE: 7/20XX

WRITE YOUR NAME OR NOTES ABOVE.

WRITE YOUR NAME OR NOTES ABOVE.

0249683460 EXP DATE: 7/20XX

0249683460 EXP DATE: 7/20XX

67


catt small

PLIMAX Brand fall 2009 - logo & product This logo and name was a rebranding of Zomax pliers. I took the “PLI” from “pliers” and “MAX” from the original name. I felt that this name better fit the products. The logo suggests strength and wirebending capability using weights.

68


branding

8 6 2 INCH

Groove Joint Pliers

INCH

Groove Joint Pliers

INCH

Groove Joint Pliers

plimax packaging The packaging was completely redesigned. Instead of plastic, the pliers come in plier-shaped boxes in three colors. Each color represents a different plier size, which makes differentiating between products easily.

69


LUNCH MENU 12pm-3pm only Specialty Sandwiches

Tuna Melt $6.95 Philadelphia Cheese Steak $8.95 Monte Cristo $8.75 Reuben $8.95 West Side Story $8.95

Sandwiches

with tomato $0.25 extra, English muffin, bagel or pita $0.35 extra Egg Salad $3.95 Bacon, Lettuce and Tomato $4.95 Chicken Salad $4.95

Carving Board

Choice of roast Vermont turkey, corned beef, roast sirloin of beef, smoked pastrami, brisket of beef with tomato $0.25 extra, English muffin, bagel or pita $0.35 extra Carving Board $6.95

Fish Sandwiches

Individual Salmon $5.95 Individual Tuna $5.95 Imported Sardines $5.75 Chunky Shrimp Salad $6.25 Tuna Fish Salad $5.75 Grilled Breast of Chicken Cajun Style $8.95 Grilled Breast of Chicken $8.95 Royal BBQ Chicken $8.95

Jumbo 8Oz. 100% Pure Beef Burgers

Jumbo Beef Burger $4.55 Jumbo Cheeseburger $5.15 Bacon Cheese Burger $7.15 Norwegian Grilled Salmon Burger $6.45 Turkey Burger $5.25 Turkey Cheese Burger $5.85 BBQ Bacon Cheese Burger $7.25 Garden Vegetable Burger $5.95

Salads

Mediterranean Steak Salad $12.95 Caesar Salad $7.95 Caesar Salad Topped with Grilled Chicken $10.95 Caesar Salad with Fried Shrimp, Tuna or Salmon $10.95 Chef’s Salad $9.95 Our Famous Greek Salad $8.95 Health Salad $8.45 Mesclun Salad $7.45 Eggplant Neapolitan $7.95 Organic Mixed Greens & Chunk Turkey $8.95 Southern Fried Chicken Salad $9.75 Cobb Salad $9.75 Melody Salad $11.75 Barbeque Ranch Salad $11.75

70

Broiled Seafood

Crabmeat stuffing $2.50 additional. All seafood served with soup or salad, pasto or potato and vegetable, bread and butter. Broiled Fresh Filet of Lemon Sole $15.95 Broiled Fresh Whole L.I. Flounder $14.95 Broiled Fresh Bluefish $12.95 Broiled Fresh Boston Scrod $13.95 Broiled Brook Trout $13.95 Broiled Fresh Deep Sea Scallops $17.95 Broiled Jumbo Shrimp Scampi $17.95 Stuffed Mushrooms $13.95 Broiled or Steamed Norwegian Salmon $14.95 Broiled Filet of Red Snapper $14.95 Broiled Lobster Tails $26.95 Seafood Fra Dianolo $17.95 Seafood Arrosto $18.95 Seafood Teriyaki $16.95

Specialties

Fried Calamari $12.95 Fried Shrimp in the Basket $12.95 Southern Fried Chicken in the Basket $10.95 Fried Jumbo Shrimp Parmigiana $16.95 Eggplant Parmigiana $10.45 Lasagna $9.95 Broiled or Sauteed Calves’ Liver with Bacon or Sauteed Onions $13.95 Meatloaf $9.75 BBQ Spare Ribs $13.95 Spanakopita (Spinach Pie) $9.95 Greek Gyro Deluxe $9.95 Greek Souvlaki $9.95 Sliced Prime Roumanian Steak $13.95 Hot Open Sandwich $12.95 Hot Vegetarian Dish $7.45 BBQ Baby Back Ribs $16.95 Tex-Mex Mexican Burritos $9.95

Pastafest

Pasta lunch portions $7.95 Monday to Friday until 4 pm. All sauces are prepared using only the finest ingredients served with soup or house salad, bread and butter. Linguine Filetto Di Pomodoro $10.95 Penne Ala Vodka $11.95 Baby Shells Primavera $11.95 Spaghetti Marinara $10.95 Spaghetti and Meatballs $11.45 Fettuccine Alfredo $11.95 Linguine Vongole $12.95

Fried Seafood Fried Fried Fried Fried Fried

Jumbo Butterfly Shrimp $16.95 Scallops $16.95 Clams $11.95 Filet of Sole $15.95 Combination Seafood Plater $16.95

Beverages

Coffee or Tea $1.00 Large Selection of Herbal Teas $1.45 Hot Chocolate $1.75 Milk $1.75 Chocolate Milk $1.85 Iced Coffee $1.75 Soft Drinks $1.95 Spring Water (16 Oz) $1.75 Lemonade $1.95 Raspberry Iced Tea $1.75

Childrens’ Menu

(under 10 years old) includes ice cream or jello & small milk or soda Superman Sliced Roast Turkey $7.25 Spiderman Hamburger $6.25 Wonder Woman Chicken Fingers $6.95 Batman - 1, Large Hot Dog $5.95 Robin-Spaghetti $6.25 Aquaman Fried Filet of Sole $7.25


branding

Royal Coach Diner fall 2009 - logo & menu design This project was based on a restaurant that had no logo or menu design. I designed a logo and lunch menu reminiscent of royalty with a twist: viewers look closely at the logo, it’s entirely made of food.

71


catt small

Level-Up Fitness.

GAUGE

borgnine typeface spring 2011 - business Advent Typeface?

Level-Up GAUGE is a fitness center comprised of rhythm and Fitness. fitness games such as Dance Dance Revolution and Wii Fit Plus. The idea is based on the original DDR cafĂŠ idea I had before and later expanded to create a more profitable, revolutionary one. The space would include the Wii, PS3 & Playstation Move, Xbox & KINECT, DDR and Para Para Paradise.

72

Level-Up Fitness.


branding

ABOVE: logo variations.

73


74


branding

Level-Up Fitness.

GAUGE Fitness Center

2300 Westchester Ave. New York, NY 10036

CATHERINE SMALL

WWW.GAUGE.COM

Chief Executive Officer 646-436-2679 347-993-1245 CSMALL@GAUGE.COM

T M F E ABOVE: business card design. left page: membership card prototypes. There are daily, monthly and yearly versions for both kids and adults.

75


catt small

E E E E

EVENT Area 1 EVENT Area 1

event Area 2 event Area 2

E E s s

21+ (adults) 21+ (adults)

desk

bath

desk

desk

bath

desk

EVENT entrance EVENT entrance

laser tag entrance laser tag changing room c entrance

c

E E

c c

changing room

c c

EVENT Area bath c1

event Area 2

above: FLOOR 1 Below: floor 2 above: FLOOR 1 Below: floor 2

desk

bath

E E E E

ps move

event ps Area 3 EVENT xbox event entrance Area 3 xbox

E E s c s bath

xbox

bath bath

21+ (adults)

bath

E

move

Men's bath Men's bath

locker area locker area

c

bath

desk to 21+

c

to 21+

c laser

wii wii tag entrance wii

women's bath women's bath

f

c

f

21+ help desk (adults) 21+ help desk (adults) 21(kids) 21(kids)

xbox xbox xbox

wii wii wii wii

ddr

ddr

ddr mat mat

ddr mat mat

mat above: mat

FLOOR 1 mat Below:floor floor 3 2

ramp

stairs

elevator

f

card machine

food machine

xbox

xbox

21+ (adults)

mat

ramp ramp

to 21+

c

Men's women's bathlocker bath

area

c

f

wii women'swii bath

wii

21+

rock band help desk (adults)

f

wii

Men's bath

s

21xbox xbox (kids)

xbox xbox

ddr

xbox

wii

ddr

ddr

mat mat

mat mat

wii

changing room

ddr

ramp

ramp

mat mat ramp

c f wii

xbox

wii

laser tag area 2 wii wii

ps move

ddr

mat mat

xbox

help desk

locker area

ramp ramp

E

E EE

f food machine

ddr

sliding door

c E ps move card machine c c E

elevator

mat mat

event Area 3

c

changing room changing room

wii bath

bath ramp

stairs

laserchanging tag area 2room laser tag area 2

wii wii

bath

sliding door

laser tag area 1

bathc

bath bath

s

laser tag area 1 laser tag area 1

mat mat ramp

top: first floor.

sliding door

76

stairs

E

c

f

elevator

card machine

food machine

middle: second floor. bottom: third floor.


branding

above: front of the building. The facade is reminiscent of pixels. The many windows provide ways for people to see what GAUGE is like without going inside. They also provide advertising space.

77


catt small

Gain some

real life EXP. UNLIMITED GAMING AS LOW AS $0.50 PER DAY DAILY, MONTHLY & YEARLY MEMBERSHIPS AVAILABLE >dance central >wii fit >dance dance revolution >ea active >we cheer and more!

Unlike any other fitness center, GAUGE replaces exercise machines with consoles. The fun, exciting atmosphere will help give you a real boost. Each club features great sound, video and lighting technology, cutting edge equipment, and an energetic décor. And it’s better than playing at home - you can meet lots of new people in a friendly, safe environment. Intersted in the finest arcade-meets-gym experience? Check out www.gauge.com for more information and visit us soon. You won’t be sorry.

Level-Up Fitness.

running

on low health? UNLIMITED GAMING AS LOW AS $0.50 PER DAY DAILY, MONTHLY & YEARLY MEMBERSHIPS AVAILABLE >dance central >wii fit >dance dance revolution >ea active >we cheer and more!

Unlike any other fitness center, GAUGE replaces exercise machines with consoles. The fun, exciting atmosphere will help give you a real boost. Each club features great sound, video and lighting technology, cutting edge equipment, and an energetic décor. And it’s better than playing at home - you can meet lots of new people in a friendly, safe environment. Intersted in the finest arcade-meets-gym experience? Check out www.gauge.com for more information and visit us soon. You won’t be sorry.

this page: advertisements for GAUGE. The language used is common in the gaming world. Important words are large, while the body copy is smaller and in a more legible face.

Level-Up Fitness.

78


branding

above: home page of the GAUGE website. The brand has a specific set of always-used typefaces and colors. Speech bubbles are also common in RPGs, so they are used often in the branding as well.

79


80


About catt’s branding work: I’ve had many ideas since I was a little girl. Learning about Graphic Design has strengthened my imagination and enabled me to make my ideas come to life. As a child, I always wondered how posters, logos, and books were created. After four years of studying and working on personal projects while being supervised by teachers in the field, I now know how to create those things and make them beautiful. I am forever thankful for my education at SVA and internships. Without the years spent in college and at each job listening, learning and working hard, I would not be able to make the things I always dreamed of.

81


catt small

After four years of hard work, sleep deprivation and malnutrition, I am finally graduating.

82


83


fin.

84


The Portfolio of Catt Small