Splitzo’s
Espresso Bar & Creamery DESIGN OBJECTIVE Fully developing the concept of and brand identity for a sweet shop established the goal of this design. Utilizing and researching marketing strategies, the design’s intent to further promote the appeal of the business included curating a full-scale social media marketing campaign. In addition, the challenge included taking the company brand and developing the code, by using HTML and CSS coding systems, to create a microsite for Splitzo’s online presence, targeting a social media event.
DESIGN BRIEF Splitzo’s is a coffee shop that also serves as a creamery. The primary audience for the branding effort included individuals between the ages of 24 to 45 years old. The design of the primary logo was executed to emphasize the coffee shop aesthetic. The mark represents the top view of a coffee mug with the foam of a latte depicted in stylized stokes. Since the espresso bar is the primary focus for the demographic, the logo mark provided an asymmetrically balanced design. The linework in the latte art simulates the structure of a smile. This subliminal appeal emphasizes and embodies the positive family atmosphere of the Splitzo’s location. The primary logo was also expanded into secondary and tertiary logos to further enhance the brand. Patterning was developed to be used in the promotional materials as well as the products in the establishment. The branding was also used to develop a digital marketing strategy. A full social media marketing campaign was created along with the hashtag #MakingItCount to allow the targeted customer base to embrace this brand and aesthetic. These posts were designed by using a web-based application called Hootsuite to schedule the posts. The microsite was designed based on the Facebook event “Pumpkin Painting at Splitzo’s” to coincide with the brand, but it also lives outside of the company website to be used as promotional material for the event.
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Red Hawk Red Red Blend
DESIGN OBJECTIVE The goal of this design is to develop a new branded wine label and accompanying packaging for a wine collaboration between two North Carolina institutions: Catawba Valley Community College (CVCC) Alumni Association in Hickory and the Vineyard & Winery at Catawba Farms in Newton. The design embodies the culture and message of both organizations as they are working together to build a brighter future through this business development.
DESIGN BRIEF This project was designed in a team setting, and my partner who assisted in the design process was Vince Bryant of Vibrynt Designs. The design of this wine label emphasizes the bold unity of these two organizations coming together in a harmonious balance. The two main vines of the illustration start at the base to signify the roots and intertwine within each other as they grow up. Those intertwined vines then branch off in opposing directions, yet they are still one. This illustration also implies the shape of the red hawk “taking flight� to further emphasize the CVCC mascot. Working together, Vince and I developed and handcrafted three tiers of packaging prototypes that coincide with the branding of the wine label. For the design collaboration, we developed a gift bag, box, and gift set that could be used as part of the promotional materials of the wine. We coordinated with a photographer and directed a photo shoot of all our prototypes as depicted in the images here. This concept was presented to a panel of judges amongst five other design teams. This concept was chosen as the winning design for production by Catawba Farms and the CVCC Alumni Association.
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Final label that has been approved by the TTB and will be used in production by The Winery at Catawba Farms. Related Articles https://www.hickoryrecord.com/hdr/cvcc-catawba-farms-make-red-hawkwine/article_9d8da34c-face-5893-ace3-2881a1ca0106.html http://www.cvcc.edu/news/CVCC-and-Catawba-Farms-blend-together-forwine-partnership.cfm?cssearch=260463_1 https://www.observernewsonline.com/content/red-hawk-red-blend
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NC SkillsUSA
T-Shirt Design Competition DESIGN OBJECTIVE Designing a screen-printed t-shirt with the intent of evoking emotion with the audience is the overall goal of this design composition. The design of the shirt will intentionally represent the state of North Carolina with the objective of creating an appealing display that will encourage people to obtain and wear the garment.
DESIGN BRIEF This t-shirt design represents the state of North Carolina in many different ways. The first three elements within the design allow the viewer to see the vast geographic landscapes and horizons that North Carolina offers—from the Blue Ridge Mountains and Piedmont to the Atlantic Ocean. The two flowers displayed on the bottom left side of the design are there to draw emphasis to North Carolina’s state flower, the dogwood. The Eastern Box Turtle is also another element that represents the state. These turtles are actually on the endangered species list; therefore, the turtle is intended to send two messages: this is North Carolina’s state reptile, and this living land dweller is considered vulnerable and endangered as a species native to this state. Each design element from the typography to the graphics are strategically placed to unify all the pieces together creating balance among the various color schemes. Color placement within the composition establishes a hierarchy of shapes as well as typographical elements. Implementing Gestalt principles in the design process strengthened the design in a way that is simple, yet detailed. This design won the gold medal in the t-shirt design competition at the 2019 SkillsUSA North Carolina Conference.
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Allestin
Pharmaceutical Branding DESIGN OBJECTIVE To begin, the first step in the design process consisted of researching pharmaceutical brands to develop the brand identity for a prescription weight-loss medication, Allestin. A marketing message was developed and demonstrated in the pharmaceutical packaging and the exhibit design of a trade show booth. To enhance the brand, an animated logo was created using Adobe Animate to demonstrate interactive design components.
DESIGN BRIEF The primary typeface used for Allestin is a humanistic sans serif with variations in thick to thin strokes within the letterforms. This embellishment was chosen to draw emphasis on the weight loss aspect of the brand. In replacement of the tiddle for the “i”, the logo mark was developed. This mark depicts a heart in a gold hue with tints and shades of a pink lotus flower blooming from within the heart. To unify the mark with the typography, the color was distributed strategically. The packaging of the medication was developed using the branding guidelines of Allestin to enhance the brand’s campaign. It focuses on both the marketing message “mindfulness” and coincides with the specifications of the medication. The trade show booths were designed to focus heavily on the marketing message, mindfulness. A tertiary logo was developed to coincide with this message. The typeface used in the Mindfulness logo is a stylistic calligraphic script that allows for a small separation from the brand, while also providing variety within it. The mark for the Mindfulness logo was designed using Gestalt principles to maintain its simplistic appeal. These trade show booths were designed digitally and then handcrafted at one-tenth of their original scale.
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Albuquerque Atoms Wayfinding & Enviromental Design DESIGN OBJECTIVE The overall scope of this project was to develop a professional league sports team brand and identity that would be expanded into a wayfinding and environmental design proposal for the stadium. The identity of this team was also used to develop an Adobe XD prototype for a multipage website that showcases all the team members, the game schedule, merchandise, and more.
DESIGN BRIEF A full scope of sport’s team marketing and research provided important information on the best location to house a new NFL team. The name “Albuquerque Atoms” was derived from the state of New Mexico’s history of the Kirtland Bombing Ranges where Albuquerque was one of the closest cities to the range. The primary logo unifies the team name with the structure of an atom. The illustration of the atom is centered in the aperture of the “A” to imply the explosion of the nucleus from this point in the design. Two atomic bands wrap around the primary logo mark in opposing directions to establish a sense of movement with the protons and neutrons on them. The entire logo mark is symmetrically balanced and unified with the use of color. The slogan — “Bringing the Boom” —was developed to further the brand of the team in marketing materials. Bank Gothic is a display typeface family that is used in the branding alongside a geometric sans-serif, Eurostile, that compliments the identity of the brand. The primary logo was expanded into secondary and tertiary logos, all of which were further reflected into the wayfinding and environmental design proposal elements. These wayfinding elements included designs for elevators, restrooms, parking lot signage, a welcome sign, and a statue. With the expansion of the brand, the development of a multipage website provides the team with the whole package. This website discusses all of the football players on the team, the season’s schedule, and even a public relations marketing event page that showcases the “Save the Wolves” foundation developed by the star players.
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vinyl decal
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angled frosted acrylic
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Albuquerque Skyline
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The lighting fixture is placed behind all the acrylic substrate layers below the base of the sun. The light will shine from the right up towards the left at a 45 degree angle, illuminating the lightly frosted angled sun ray panels.
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View the Adobe XD Prototypes Full Website https://xd.adobe.com/view/966e4997-8467-45b4-63bb-b1fd2806ebd6-e05f/ Responsive Website https://xd.adobe.com/view/fd71bf26-4a33-4cec-464b-560ab2a66695-8b40/
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Children’s Book
The Adventures of Louie DESIGN OBJECTIVE This project was originally a hand-drawn illustration for a character design, which included a character turn-around drawing, front view of a character illustration, and a book cover illustration. The challenge includes using imagination and conceptualization to write a backstory of the character and then taking this concept to research children’s book trends. Establishing an identity for the book and its story to expand the campaign into a fan pack are the principle tools to be used as promotional marketing material.
DESIGN BRIEF Upon the development of the hand-drawn character illustration, I was able to take that model to create a digital drawing for the cover of the children’s book. The textures used in the cover of the book are also shown in the choice of the primary typeface that details the title of the book. This is a decorative handwritten typeface that also has an appeal to children. The target audience for this book is children between the ages of 4 and 8 years old. The design of the cover from front to back is symmetrically balanced and uses Gestalt principles of proximity and repetition to allow for a simplistic aesthetic. The color palettes consist of cool tones contrasted by warm reds and yellows. The primary colors used are red, blue, green, and yellow because these are typically the first colors a child learns to recognize when they are growing up. The first spread inside the book has a place for the owner of the book to write his or her name in the “This book belongs to” section. The design of this page unifies the designs in the stickers and the drawstring bag. On the next page of the spread is a follow along sticker page that lets the children use the stickers throughout the book while reading. The expansion of the book into a fan pack consists of an additional sticker pack, buttons, and a drawstring bag. The fan pack would be used as promotional material to enhance the experience with the author at a book signing or even as a limited-edition book release case in a retail store.
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Go Throw
GoThrow App Design
DESIGN OBJECTIVE Utilizing knowledge of design theory along with interactive design components to develop a user-centered approach in designing an app for smartphones defines the direction of this creative effort. By using research, ideation, personas, wireframing, concepting, prototyping, and user testing to further enhance the design of the app with the user experience at the focal point of the design.
DESIGN BRIEF The app was a multi-step development that encompasses research into user experiences, personas, and ideation. The primary mission for GO THROW is to allow users the availability to have all their disc golf needs right at their fingertips. The target audience of GO THROW is driven towards men and women between the ages of 16 to 35 years old. GO THROW is a social media platform that allows users to connect, interact, and share their adventures with others. The design of the primary logo with the strokes balanced on opposing sides displays the movement within the geometric sans serif typography that is used. The geometric typeface provides repetition with the circular letterforms that draws emphasis to the shape of the discs used in the game. The most unique aspect of GO THROW is the premium upgrade feature that is available to users within a reasonable price range. This is a separate feature from the original application that is an augmented reality game called DISC GO. In developing this aspect of the app, photo manipulation was used to superimpose the branded disc golf basket into the image of a backyard. This provides a virtual example of how the game can be played wherever the user likes. By purchasing the game upgrade users can practice their disc golf skills in real-time, whether on or off the course.
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View the Adobe XD Prototype https://xd.adobe.com/view/7360d73a-f487-4cdb-575a-1b9e3aa89b2a-0551/
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Review the Full User Testing Survey https://www.surveymonkey.com/stories/SM-JLJDVQG9/ brandelledesigns.com
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Science After Dark Marketing Campaign
DESIGN OBJECTIVE This project was developed through a fictitious design agency, Venus, for the GRD 249 – Advanced Design Practice class where I served as the Creative Director. The client had provided us with the circular Science After Dark logo and requested for the team to develop a marketing campaign that would coincide with the series of events that are hosted by the Catawba Science Center of Hickory, NC. The marketing campaign includes printed design materials and a full-scale social media campaign.
DESIGN BRIEF The target audience for these events is individuals 21 years or older who have expendable income. All proceeds from the Science After Dark events are used for the enrichment of the Catawba Science Center funding and programs. Each piece of the marketing material began with the development of the t-shirt design. By using the crescent moon shape from the logo, we utilized Gestalt’s principle of continuation to create the liquid’s flow between each beaker and glass. From there, we pulled some of the graphical elements of the t-shirt and placed them symmetrically on the generic poster that features all the events for the 2020 series. The pattern was created with bubbles and stars in varying sizes that come out of the beakers in to the galaxy. The poster templates replicate the same graphics and typographical hierarchy from the generic poster design. From the design of the t-shirt and posters, we developed multiple stickers and buttons that are derived from the same aesthetic of the entire campaign. From there, we did research on the Catawba Science Center’s current social media presence and developed a social media campaign. The campaign consists of a series of posts to be used across multiple social media platforms. Together, all of these pieces are consistently unified through the use of variety, repetition, and design styles.
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Vaudeville
Unique Typeface Creation DESIGN OBJECTIVE The intent of this project was to conceptualize and develop a unique typeface. The typeface was delicately hand-rendered and then digitized through Adobe Illustrator by emphasizing letter relationships. The typeface was then used to develop a typeface specimen booklet to not only showcase the type but to elaborate on the typographical anatomy.
DESIGN BRIEF The name was derived from the 1920s, when Vaudeville was a popular form of theatrical shows. This drove the overall design aesthetic for developing the typeface. Vaudeville is a creative typeface that is classified as a geometric slab serif. However, this typeface also shows traits that similar to that of humanist and modern style serifs. It has an art-deco aesthetic that is depicted in the strokes of each letterform. This typeface has hairline serifs that protrude out further than a typical humanist style serif does. There are no brackets that connect the stems to the serif. This is why it is classified as a slab serif. There are dramatic angles in the crossbars as shown in the A, E, and H letterforms. The bowls and counters show no signs of stress as they are built from circular shapes to provide a geometric appeal in the curvatures. The A, V, and W each have the same angular strokes in the stems of the letterforms. The descenders as seen in g, j, q, and y have a curved swash that is also replicated in the ascender of the letter f. The specimen booklet elaborates on the decorative elements in the typeface’s anatomy. It shows how each of the uppercase letterforms was built from the 0, N, A, R and S and how the lowercase letterforms were constructed out of o, n, v, and s. The specimen booklet also showcases the typeface being used creatively in correspondence with a complementary pattern.
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Vaudeville
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AGDA_NC
Brand & Identity DESIGN OBJECTIVE This brand and identity set was developed for a client under the fictitious design agency, Venus, as a part of the Advanced Design Practice class where I served as the Creative Director. The client requested a logo design and style guide that would embody the newly built organization of graphic design instructors, AGDA_NC, and be submitted into a logo contest.
DESIGN BRIEF The Advertising and Graphic Design Association of North Carolina is a very unique organization of designers who are also educators of design. Inspiration for the branding was developed from conducting various target market and demographic research, brainstorming, peer critique, and sketching. The mark has three main components that are unified through Gestalt principles. The implied light bulb was designed to represent the intelligence of the educators that are members of the association. The pen icon that is nestled symmetrically within the light bulb represents the creative aspect of the graphic design industry. A blue flame was incorporated to represent the strength and perseverance these educators possess when implementing their teaching philosophies. In selecting typography, a transitional humanist style serif typeface was chosen. Starling’s letterforms have a high stroke contrast with bracketed hairline serifs. This style provides a very clean, sleek, and professional aesthetic to the design of the logo mark. Additional collateral was included in the branding booklet. Some of these elements included a t-shirt design, embroidered polo shirts, stickers, buttons, and more. The t-shirt design is typographically driven and elaborates on the creative side of graphic designers and how these professionals are innovators not only in their field but in the classroom.
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We Are The World Photoshop Composite
DESIGN OBJECTIVE The overall goal of this project is to conceptualize and design a photo composite using Adobe Photoshop. The incorporation of an original non-profit organization branding should coincide with the messaging and visual appeal of the print ad.
DESIGN BRIEF In this campaign, the social issue being addressed is a series of events or devastations that have been going on in the world today. This print ad elaborates on the emotional appeal of climate change, deforestation, and the extinction of animals worldwide while emphasizing the consequences of humanity’s actions on our planet. In building the composition, there were two photographs used; the earth and the fire. The background element of the print ad was digitally painted using a series of brushes, shapes, filters, and adjustments in Photoshop to create the galaxy. The headline of the poster— “by the hand of man”—was stylized to correspond with the layout of lower elements in the composite. This placement establishes a visual hierarchy within it through the variance in type sizes. The name of the non-profit organization that was created for this campaign is called We Are the World Foundation. It provides an additional critical thinking element to the design of the campaign by reiterating the effects of humanity’s evolution on Earth.
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Skylark’s
Drive-In Theater DESIGN OBJECTIVE For this design, the concept and ideation were developed for a drive-in theatre called Skylark’s. The drive-in’s branding and identity set would be used in packaging materials that would coincide with the business. An infographic was also developed to graphically represent the history of American drive-ins in a simple yet engaging way to visitors.
DESIGN BRIEF Skylark’s is an original drive-in theater concept that attracts individuals of all age groups, however specifically targeting 16 to 45 year olds. These personas are typically young adults or families who enjoy a fun evening out. The primary logo for Skylark’s possesses traits from the 1950s that have a retro appeal. The typography used in the primary logo is a bouncy calligraphic typeface with thick strokes and soft curves. The typeface has a thick drop shadow that allows for the typography to have a three-dimensional appeal in front of the mark. The logo mark represents the sunset with a bright orange color. The color palette for Skylark’s has shades of a seafoam blue, bright orange, brown, and beige. A broad and vibrant color palette was chosen to emphasize the retro aesthetic while embracing the past era of drive-ins into the modern world. A tie-dye pattern was created to coincide with the brand’s identity and was used in the expansion of the brand’s packaging materials. These materials will be used at the concession stand for the drive-in. To further elaborate on the historical era of drive-in theaters, the drive-in will be showcasing an infographic. This infographic is illustrative and displays the information simply and engagingly to the viewer. The car illustrates the sense of movement as the viewer is guided down the road throughout the composition. All of these elements work together to establish the brand and identity for Skylark’s Drive-In, where the stars rise.
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