Page 1


My childhood days were filled with playing outside, sinking my hands deep in the soil of my backyard. A successful day was coming home tired, with dirt caked under my nails. I loved the outdoors—the outdoors loved me. My first interaction with design came from planning, building, and organizing treehouses with my friends. I would spend hours, from sun up to sun down, perfecting a space. All branches and leaves had a purpose—everything neatly labeled with signage. As I grew older, my love of the earth evolved into a passionate commitment for living a sustainable life. It now feels natural to apply my work as a designer to helping others do the same. Sustainability, like design, is an exercise in priorities—it's about eliminating distractions from the things that are truly important.

‌|

3


Table of Contents | || ||| |||| ||||| |||||| ||||||| |||||||| |||||||||

Nooches Vegan Cheese Deli

7

Augusten Burroughs Book Series

19

Reduce! Campaign

25

San Diego County Credit Union App Redesign

31

Foodshed

43

Broker Summit Conference

53

Goldenjunk

59

Tantrum Brewery

71

Logos

81

5


Selected Works by Cori Retherford

|


1 2 3 4 5 6 7 8 9

Nooches

VEGAN CHEESE DELI

I NT RO DU CT IO N

With the rise in the vegan movement, related establishments are gaining traction and popularity. Creating a vegan cheese deli was a strategic move into a business that is becoming more mainstream. Nooches aimes to entice an adventurous audience that is open to trying something new. Ultimately, the desired response from guests is to love the atmosphere and the product and continue coming into the deli.

TARG E T AU D I E N C E

SO LU T IO N

CAT EG O RY

The Nooches brand needed to be friendly, warm, and welcoming to the target audience—including those who are unfamiliar with vegan food products. The term Nooches is derived from nutritional yeast, a vegan cheese substitute. The name was chosen because it immediately identifies with vegans and stands out to non-vegans as friendly and fun. The vivid color palette is inviting but doesn't lose its sophistication. Lemon, a sans serif typeface, contains letter forms that aren't sharp in nature, but more rounded, reinforcing an approachable brand. Brand imagery combines illustrated icons with bold photography for a fresh, trendy style.

Branding Packaging

28-40 years, Open-Minded

CO U R S E Logo & Packaging I N ST R U CTO R Min Choi

I M PACT Animal Agriculture Global Warming Waste Diversion

SU STAINABIL IT Y

Animals raised for food produce more greenhouse gas emissions than all of cars, planes, and other forms of transportation combined. Creating Nooches, a vegan cheese deli was an easy solution to a growing issue. Take out containers are made from 100% post consumer waste. Cheese coverings are made from beeswax wrapping. Beverages are to be served in only recycled glass containers with no single-use plastic straws.

Nooches

7


Selected Works by Cori Retherford

|


COLOR PALETTE

TYPOGRAPHY

HAMURZ

LEMON

abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ

1234567890

1234567890

PATTERNS

ICONOGRAPHY

Nooches

‌|

9


LOGO CONCEPTS

VEGAN CHEESE DELI

Selected Works by Cori Retherford

|

VEGAN CHEESE DELI


Nooches

‌|

11


Selected Works by Cori Retherford

|


Nooches

13


Selected Works by Cori Retherford

|


Nooches

‌|

15


Augusten Burroughs BOOK SERIES

INTRODUCTI ON

Augusten Burroughs is a brash, unpredictable, and brutally honest author who draws inspiration from his unique life. His stories are filled with one of a kind, and often disturbing, experiences that leave a lasting impression. Picador Publishing wanted to create a special series of Burroughs' celebrated books that would draw attention to his distinct style and reflect the attitude of his fans.

18-40 years, Literate Sarcastics CO URS E Illustration I NSTRUCTO R Donald Gould

SO LUTI ON

Authenticity was the key to drawing the attention of Burroughs' jaded fans. To achieve this, I approached the design in a conceptual manner. Each book cover appropriates the packaging design of iconic products that can be purchased in a liquor store. The featured products were chosen because they relate to narratives within each book. I altered the text on the product labels to reflect Burroughs' tone of sarcasm and wit. To house the book series, I created a slipcase that emulates the iconic plastic bag design with repeating "Thank You's"—sarcastically changed to "No Thank You's." S U STA I NA B I LI TY

The book covers are to be printed on 100% post consumer waste paper using soy based inks. Readers have the option of renting the books for a discounted rate through the book share program on Picador's website additionally reducing waste.

Selected Works by Cori Retherford

TA RGE T AUDI E NC E

||

CATEGO RY Publication Design

I M PACT Waste Diversion


1

2 3 4 5 6 7 8 9

Augusten Burroughs Book Series

‌|

19


Selected Works by Cori Retherford

||


Augusten Burroughs Book Series

‌|

21


Selected Works by Cori Retherford

|||


1 2

3 4 5 6 7 8 9

Reduce! WASTE DIVERSION CAMPAIGN

I NTRODUCTI ON

With the environment and climate change in the forefront of our nation's political conversations, the topic often feels out of reach for individuals. The Reduce! campaign seeks to connect to the current climate of activism and give people tangible ways to make positive change. The campaign can most effectively reach the target audience of socially conscious individuals, ages 30–45, through a social media campaign and poster series to be distributed to activist gatherings and stores with environmentally conscious customer bases. The Reduce! campaign's mission is to educate people about the facts behind environmental degradation and inspire them to take action.

TA RGE T AUDI E NC E 30-45, Socially Conscious

CO URS E Page Layout

I NSTRUCTO R Sean Bacon

CATEGO RY Collateral Marketing

SOLUTI ON

The Reduce! campaign layers photography, icons, and color to create a dynamic look that increases engagement. The amount of type on the poster was specifically chosen to allow for an individual walking by to be able to read quickly. The infographic was to be simple to allow a person to feel the tasks are manageable. The social media pages were created to share beautiful spaces and landscapes, to create the connectivity between a person and nature.

I M PACT Waste Diversion Education

SUSTA I NA B I LI TY

The Reduce! campaign demonstrates how individuals can make a big impact by striving to live the most sustainable life possible. Educating the target audience on single-use products and their impact on the environment will inspire them to make positive change. Providing practical alternatives is key to getting people to change their habits.

Reduce!

‌|

25


Selected Works by Cori Retherford

|||


Selected Works by Cori Retherford

|||


Reduce!

29


San Diego County Credit Union MOBILE BANKING APP

IN TRODUCTI ON

San Diego County Credit Union was looking to redesign their mobile experience to engage a younger generation of customers. Their old banking app was difficult to maneuver, overcrowded with unnecessary content, and left the user feeling disengaged. A mobile app with modern standards would increase mobile engagement and help them realize their mission to ensure happy and returning customers.

TA RGE T AUDI E NC E

SOLUTI ON

CATEGO RY

To keep the redesign of San Diego County Credit Union's mobile banking app unified with the brand, I stayed true to the brand's colors, image style, typography, and voice. I carefully studied how the banking app users move through the old application, and took those actions into consideration during the redesign. I strove to simplify user actions to ensure quick and intuitive experience.

UX Design

S USTA I NA B I LI TY

Annually, the U.S. cuts down approximately 68 million trees to produce paper products. Roughly 16% of landfills are filled with paper waste. By increasing mobile engagement, San Diego County Credit Union can encourage more customers to go paperless and significantly reduce the amount of landfill impact created by the company.

Selected Works by Cori Retherford

||||

22-45 years, Mobile Savvy CO URS E Mobile Experience Design I NSTRUCTO R Paul Drohan

I M PACT Paper Waste Diversion


1 2 3

4 5 6 7 8 9

San Diego County Credit Union App

‌|

31


Selected Works by Cori Retherford

||||


COLOR PALETTE

TYPOGRAPHY

ROBOTO

OVO

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ABCDEFGHIJKLM NOPQRSTUVWXYZ

1234567890

1234567890

ICONS

S KEY ADJECTIVES

Intuitive

Convenient

Dependable

Secure

Interactive

Loyal

Clean

Agile

Reliable

Mature

Zero-waste

Accessible

Rebrand

Trustworthy

Fast

San Diego County Credit Union App

33


DESIGN BRIEF

PROJECT GOALS Redesign San Diego County Credit Union’s current app to bring a positive user experience by providing an intuitive flow through the application.

KEY OBJECTIVES Redesigning the app will enhance users’ experience, furthering their loyalty to the brand. A stronger mobile app will encourage more users to go paperless, saving money and reducing the company’s environmental impact.

REASONS TO BUY The customer is incentivised to “buy” into the brand if it has a strong mobile app. Individuals prefer to do their banking throughout their day, avoiding an extra errand of going to the bank.

TONE OF THE APP The tone of the app is mature, clear, and secure. The goal of the app is to create trust with the customer.

TARGET AUDIENCE The primary target audience is 22-45 year olds who utilize the convenience of a mobile banking app.

MOOD OF THE CURRENT BRAND San Diego County Credit Union’s current customer following enjoys their local services and friendly approach, but yearns for an improvement in their online and mobile banking services. The current mobile banking app is busy with ads and unnecessary services user’s do not use.

DESIRED RESPONSE FOR REBRAND An intuitive interaction that allow users to feel secure and create a trust and loyalty that keeps the individual a customer for many years.

Selected Works by Cori Retherford

||||


San Diego County Credit Union App

35


Symphony Orchestra Member $64,000 . Single . Metropolitan

MO BIL E ENGAG E M E N T STY L E S

E-MAIL

MUSIC

SOCIAL MEDIA

BANKING

NEWS PHONE CALLS

TEXTING PODCASTS WORKING OUT

Freelance Writer $80,000 . Married . Traveler

MO BIL E ENGAG E M E N T STY L E S

E-MAIL

MUSIC BANKING

NEWS SOCIAL MEDIA

TEXTING PHONE CALLS WORKING OUT PODCASTS

Selected Works by Cori Retherford

||||


W H AT I S YO U R PH O N E E NGAGE M E N T ? I most often use my phone in the mornings when I wake up and before going to bed. If I had to guess, approximately 80 minutes a day.

CARLYN'S USER FLOW

SYMBO L KEY

ALERTS

START & END POINTS APP SCREENS

W H AT I S N E C E S SA RY I N YO U R BA N K I NG A PP ?

DEPOSIT A CHECK

ATM LOCATOR

ENROLL LOG IN

LOG IN HELP

BEN'S USER FLOW

SYMBO L KEY

APP SCREENS

TRANSFERS

BILL PAYMENTS

ACTION TAKEN DEPOSIT A CHECK

The interface to the app must make me want to use the app over and over, otherwise I will move on to a better solution. Even though I am overseas so often, I want to know I have control of the utilities of the app. I freelance from time to time, and must have the direct deposit feature.

ATM LOCATOR

ENROLL LOG IN

Having too many options. I like to take care of business quickly and with ease. When there are too many options I often feel overwhelmed.

LOG OUT

ALERTS

START & END POINTS

W H AT I S U N N E C E S SA RY I N A BA N K I NG A PP ?

PRIVACY & SECURITY

CONTACT

I would not want to be bombarded with ads or any sort of social media. I want to feel security in banking through my mobile device.

W H AT I S N E C E S SA RY I N YO U R BA N K I NG A PP ?

SPENDING TRENDS

LOCATE US

W H AT I S U N N E C E S SA RY I N A BA N K I NG A PP ?

I try to stay off my phone as much as possible. The majority of my time is spent on phone calls, checking the news, and looking up directions.

BILL PAYMENTS

ACTION TAKEN

I want the app to be intuitive and easy to navigate around. I want to be able to easily directly deposit checks through the camera. I also want to be able to set up recurring payments with my bills to save me time from logging in multiple times a month to the website.

W H AT I S YO U R PH O N E E NGAGE M E N T ?

TRANSFERS

SPENDING TRENDS

PRIVACY & SECURITY

LOCATE US CONTACT

LOG IN HELP

LOG OUT

San Diego County Credit Union App

37


Selected Works by Cori Retherford

||||


ANECDOTAL EVIDENC E

REDESIGNED LAYOUT Full range of the screen with large, intuitive icons

CONTINUED BRANDING Brand aesthetics continue in redesign by highlighting brand color and logo

BRANDING STRATEGY Hamburger menu provides ease of access throughout the app

TYPOGRAPHY Roboto typeface to create a mature and flawless look and feel

COLOR PALETTE New, warm colors into the brand to create a feel of trust and loyalty

INTUITION Sticky navigation allowing user to find information quickly

San Diego County Credit Union App

39


Selected Works by Cori Retherford

|||||


1 2 3 4

5 6 7 8 9

Foodshed

LOCAL PRODUCE PURVEYOR

I NT RO DU CT IO N

San Diego contains the most small farms per capita in the United States. Most of these farms sell produce to local restaurants through a distributor. This current model benefits the distributor the most, leaving farmers with little in return. Foodshed's collective model differs from other purveyors in that it strives to make locally farmed produce available to end consumers in addition to restaurants. Foodshed also has a communal kitchen space for the public to explore new organic food and connect with local farms through workshops and cooking classes. Foodshed's mission is to help the public gain access to eat clean, healthy, and local produce.

TARG E T AU D I E N C E 35-55 years, Chefs 28-50 years, Consumers CAT EG O RY Branding I M PACT Local Produce Distributor Community Engagement

SO LU T IO N

Foodshed must develop trust with the community through a brand expression that is nurturing, friendly, and authentic. Foodshed, which prides itself on its relationship with farmers, must feel hands-on, with gritty texture and human imperfection. To accomplish this, the logo and labels are always applied asymmetrically and cropped. The typeface family Festivo was chosen for its imperfect lines and subtle textures. The logo is dynamic, with different forms for the various components of Foodshed's offerings. Foodshed uses an earthy palette of greens and yellows for its connection to farming and nature. SU STAINABIL IT Y

The Guardian estimates that roughly 60 million tons or about 50% of all produce is thrown away each year. Food waste is a substantial sustainability concern for food growers and purveyors. Foodshed's composting program tackles the issue head on by creating a waste diversion cycle. Composting returns waste to the earth, allowing it to decompose and give back to the farmers to regrow their product. Another waste diversion tactic Foodshed implements is encouraging their customers to re-use their CSA boxes, by giving them a discount when they bring them back.

Foodshed

43


Selected Works by Cori Retherford

|||||


COLOR PALETTE

TYPOGRAPHY

VENEER

CONDUIT

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ABCDEFGHIJKLM NOPQRSTUV WXYZ

1234567890

1234567890

ICONOGRAPHY

Foodshed

45


THE BIG IDEA The market of caring deeply about a product or service has changed in the last few years. Individuals want to feel that companies are holding true to their mission statements and commitments by giving back in the way they promise to. In today’s economy, consumers that subscribe to social justice issues and global well fair want to feel they are receiving truth and value in a product. Evaluating Foodshed began with their mission statement and social goals.

THE CONCEPT Foodshed was started by a group of change-makers wanting to alter the habits of the San Diego retail produce distribution.

SUPPORTERS OF FOODSHED Farmers contributing their fresh produce and hard work. Local restaurants ordering produce. Individuals utilizing the shared kitchen space on site. The community for events.

TARGET MARKET The target audience ranges from head chefs from local restaurants ordering produce, ages 35-55, and upper-middle class local consumers, ages 28–50.

FOODSHED’S MISSION Foodshed gives back by distributing the equity more evenly between farmers and the consumers, and by helping share healthy, high quality food.

THE CULTURE OF THE COLLECTIVE The culture is focused on living an alternative lifestyle, while simultaneously engaging the community.

MAIN GOALS AND OBJECTIVES Bolster San Diego’s local farm movement by allowing the accessibility of affordable, high quality food.

THE BIG IDEA

Selected Works by Cori Retherford

|||||


Foodshed

47


Selected Works by Cori Retherford

|||||


Foodshed

‌|

49


Realty Broker Summit REALTY CONFERENCE

IN TRODUCTI ON

The 2017 Realty Broker Summit features leading conversations with top industry experts on exciting opportunities within a growing market. This year, the conference gathered at The Grand Del Mar, a very high end and sophisticated location. The conference targets realtors and real estate investors, ages 38–55. It was important to make the attendees feel that the investment in the conference was worthwhile.

TA RGE T AUDI E NC E 38-55 years, Real Estate Professionals CO URS E Advanced Typography I NSTRUCTO R Sean Bacon CATEGO RY Branding/Brochure

SOLUTI ON

To convey the high end tone, the conference uses a masculine and sleek color palette. Cool tones of navy and green, combined with light grays gave the conference a sophisticated and trustworthy look. Butler, a mature serif, was used on the program, website, and other swag for its modern, ball terminal style which had a premium feel without feeling dated. Verlag was used for its modern geometric lines that reflected the elegance of the conference and its location.

S USTA I NA B I LI TY

The Realty Broker Summit's attendees are given the option to utilize the conference's digital program and schedule. Printed materials are to be printed on 100% post consumer recycled paper with soy based ink. To reduce waste, name tags are collected at the end of the weekend to be used for future events.

Selected Works by Cori Retherford

||||||

THE GO O D Paper Waste Diversion


1 2 3 4 5

6 7 8 9

Broker Summit Conference

‌|

53


Selected Works by Cori Retherford

||||||


Broker Summit Conference

55


Selected Works by Cori Retherford

|||||||


1 2 3 4 5 6

7 8 9

Goldenjunk A MAGAZINE GUIDE TO THRIFT STORE SHOPPING

INT RO DU CT IO N

Goldenjunk is a magazine that highlights the benefits of thrift store shopping. The magazine demonstrates how to live sustainably, avoid fast fashion, and how to save money while creating an authentic fashionable wardrobe. The idea of buying second-hand is a growing trend, but is mostly associated with frugality. Goldenjunk is dedicated to those who strive to live an alternative lifestyle by resisting the current culture of disposable consumerism. SO LU T IO N

Goldenjunk required a design that would create a mature, yet funky tone for its readers. To encourage new people to join the anti-consumerist movement, Goldenjunk would serve as a guide to individuals who are unfamiliar with buying second-hand. The color palette of muted warm tones lends a vintage and worn brand appeal. The Sentinel typeface family, mixed many quirky display fonts, give the feature articles an eclectic style that evokes a sense of exploration.

TARG E T AU D I E N C E 21-35 years, Change Makers CO U R S E Page Layout I N ST R U CTO R Sean Bacon CAT EG O RY Editorial Design THE GOOD Reused Material Fabric Waste Diversion Social Justice

SU STAINABIL IT Y

The EPA estimates that a mere 15% of post-consumer textile waste is recycled each year, leaving 85% in our landfills. All paper materials from Goldenjunk are to be 100% post consumer waste, printed with soy based inks. As part of their mission, Goldenjunk also educates about social justice issues that are synonymous with sustainability. Fast-fashion leads to the suffering of individuals in garment factories with inhumane labor practices.

Goldenjunk

59


Selected Works by Cori Retherford

|||||||


COLOR PALETTE

TYPOGRAPHY

SENTINEL

ROBOTO

SANTELIA SCRIPT

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ABCDEFGHIJKLM NOPQRSTUVWXYZ

1234567890

1234567890

1234567890

TYPE STYLES

Aa

Aa Aa

Aa

KEY ADJECTIVES

Fashion

Treasure

Thrift

Used

Vintage

Trend

Repurposed

Obscure

Local

Unique

Affordable

Fair Trade

Alternative

Educate

Youth

Goldenjunk

61


POSITIONING

LUXURY

CONSERVATIVE

FASHIONABLE

Goldenjunk ECONOMY

DIFFERENTIATION

The sweet spot between being fashionable and living economically conscious is where Goldenjunk applies its unique style and ideas. The lifestyle promoted by Goldenjunk allows wallets and wardrobes to be adventurous while shopping.

The design aesthetic made for Goldenjunk’s target audience of 20-35 year old individuals uses a soft color palette, unique typefaces, and vintage-toned photography. The brand lends itself to an emerging fashion direction for individuals looking for options that are inexpensive, yet fashionable.

Selected Works by Cori Retherford

|||||||


Goldenjunk

63


Selected Works by Cori Retherford

|||||||


Goldenjunk

‌|

65


Selected Works by Cori Retherford

|||||||


Goldenjunk

‌|

67


Tantrum

LOCAL BREWERY

IN TRODUCTI ON

With the craft beer scene booming in San Diego, offerings have expanded past the traditional male-dominated market. Tantrum specifically targets a new kind of audience—parents. Tantrum makes light of being a parent by poking fun at the experiences a parent encounters throughout their child's upbringing. Tantrum communicates that having a drink is perfectly compatible with being responsible care-taker. Authenticity and humor through the shared experiences in parenting was key in Tantrum's goals of attracting a new market.

30-45 years, Parents

COURSE Logo and Packaging

INSTRUCTOR Min Choi

CATEGORY Branding Packaging

SOLUTI ON

Flamboyantly hand-lettered descriptions on the cans give the brand a humanside and connect to both the frustrations and joys of parenting. The color palette, with its bright and warm hues, grab attention and stand out from other beer cans on store shelves. The logo was created with soft edges giving it an affable feel. It contains a hidden exclamation point to relate to the act of throwing a tantrum.

S USTA I NA B I LI TY

Aluminum is one of the most recyclable materials, yet half is not disposed properly. Tantrum's recycling program gives back by encouraging recycling while benefiting San Diego Unified School District. Cans brought back to the brewery have their deposit value matched by Tantrum and donated to schools.

Selected Works by Cori Retherford

TARGET AUDIENCE

||||||||

THE GOOD Waste Diversion


1 2 3 4 5 6 7

8 9

Tantrum

‌|

71


Selected Works by Cori Retherford

||||||||


COLOR PALETTE

TYPOGRAPHY

CUBANO

VAG ROUNDED

abcdefghijklM NOpqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ

1234567890

1234567890

HAND LETTERING

Tantrum

73


LOGO CONCEPTS

B R E W E R Y

Selected Works by Cori Retherford

||||||||


Tantrum

75


Selected Works by Cori Retherford

||||||||


Tantrum

‌|

77


|


Project Name

79


| THRIFTING MAGAZINE

| REAL ESTATE CONFERENCE

| BARNEBY’S ARTIST SUPPLY

| INTRAMURAL SPORTS TEAM

| VEGAN CHEESE DELI

| SAN DIEGO BREWERY

Goldenjunk

| LOCAL PRODUCE PURVEYOR

2017 Broker Summit

SDSU

est. 2016

VEGAN CHEESE DELI


Thank You Endless support was provided by my community of family, friends, peers, and acquaintances. I wouldn't be where I am today without that village, and I am eternally grateful. My parents, Trish and Terry who provided love and encouragement long before and during the design program, thank you. My partner, Jona who reminds me everyday to be the best me I can be, and that I can achieve anything I set my mind to and more, thank you. To my inspiring instructors, Sean and Bradford, the hours of education and critique you provided is unmeasurable and will forever be the cornerstone of my design career, thank you. Kira, my emotional support, my rock. I can't thank you enough for providing stability for the days I didn't know which way was up, thank you.

‌|

83


Colophon EAMES

WHITNEY

ABCDE F GHI JKLM NOPQRST UV W X YZ

ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklm nopqrstuvwxyz

abcdefghijklm nopqrstuvwxyz

1234567890

1234567890

This book was printed by Sunset Press in San Diego on Neenah's environmental 100% post consumer waste paper. 80-pound, Ultra Eco White. Photography by Terry Retherford & Bradford Prairie. No portion of this book may be used or reproduced without written permission from the author.

Copyright 2017, Cori Retherford, All rights reserved

‌|

85

Cori Retherford's Digital Portfolio  
Read more
Read more
Similar to
Popular now
Just for you