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BFA | Graphic Design Academy of Art University | 2004 San Francisco, CA

Danelle Sadler

Portfolio


(duh • nélle)


(duh•nÊlle) n. a name is a very personal thing. It... identifies us, it is the sound we respond to; our name is... fundamental: it is not all of who we are and yet we are someone quite different when it changes. proper name: Danelle Sadler


Academy of Art University


2004 Portfolio Mind Map

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portfolio 2004

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portfolio 2004

Table of Contents

1. Thomas Coyne Winery

8

2. Raven Kites

12

3. O. on the go

16

4. Alberto VO5

18

5. Armani

20

6. Tarot Card Calendar

26

7. Book Arts

30

8. DuPont

32

9. Chewed Gum Museum

36

10. Dream Analysis Brochure

42

11. City Wide Taxi

46

12. Brennan’s Irish Whiskey

50

13. Identity

52

14. Photography

54

15. Fine Art

58

(class) Senior Portfolio

(instructor) Mary Scott

(color pallet)

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(i•den´•ta•ti•)


portfolio 2004

> project:

8

01


producers of award winning blends

Thomas Coyne Winery (objective)

Redesign a label for Thomas Coyne Winery that will improve its current look and help promote sales. In addition, create the look for their high-end label including a gift box. Thomas Coyne produces a good quality wine, however, their existing label felt too generic. Taking a classic, yet sophisticated approach, the goal was to elevate the look and feel to meet its price point, and attract an audience of men and women aged thirty to sixty (solution)

After visiting the winery and speaking with its owners, I came away with a good feel for the winery’s essence. I used a photo showing its rustic textures as a base for the label, incorporated a brown color palette and accented it all with gold foil.

(class) Package Design 3

(instructor) Thomas McNulty

(photography) Danelle Sadler

(color pallet)

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Thomas Coyne Winery


portfolio 2004

project:

12

02


something wicked this way comes

Raven Kites (ojective)

Create the brand and packaging for an existing or fictitious kite company. In addition, design and fabricate the actual kit itself. Raven Kites wants to take a unique approach in hopes of gaining an audience of teenagers and young adults who have an interest in kite flying. The feel is dark and mysterious, yet fun and playful at the same time. (solution)

Inspired by Tim Burton, I decided to go with an old, spooky haunted house theme. Taking advantage of the tail of the kite, I used that space for the feel of never-ending steps. The two bats that fly over the top of the roof are attached by wire. The scene on the packaging wraps around all four sides. It is meant to look like the yard where the old house resides with silhouette images of bats, old trees, a black cat, and a young boy flying his haunted house kite. I used a playful, yet rigid, typeface and altered it a bit to give an old, rickety feel.

(class) Package Design 3

(instructor) Thomas McNulty

(photography) Danelle Sadler

(color pallet)

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portfolio 2004

14


Raven Kites


portfolio 2004

> project:

16

03


your mobile answer

O. on the go (objective)

O. on the go is a new company specializing in mobile electronics ranging from palm pilots to laptops to MP3 players. This company needs an identity as well as a packaging system for its products. In addition, one of its actual products, a memory card, needed to be designed from scratch. The goal was to attract both the younger generation interested in today’s technology and busy individuals seeking an “on the go” convenience. The key objectives in creating this look are youthful, energetic, fun, trendy, quality, and memorable. (solution)

To achieve a fun and youthful look, the identity was created as a large orange “O.” with “on the go” placed inside. A modern approach was taken for the packaging structures by using geometric shapes such as, triangles, squares, rectangles, etc. Since the actual product line had a sleek steel appearance, the packaging was designed with a white overall background with one vibrant color that varied from product to product. A san serif type was used and set in a gray tone to keep with a clean look so as not to distract from the product image. The overall appearance was clean, yet fun and interesting.

(class) Package Design 4

(instructor) Michael Osborne

(photography) Danelle Sadler

(color pallet)

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portfolio 2004

> project:

18

04


the art of beautiful hair

Alberto V05 (objective)

Redesign the logo and packaging for Alberto VO5 hair products to help increase marketing. Because the original label was outdated and blended with its competitors on the shelves, it needed to distinguish itself from the other products in its price range. (solution)

Using lines and shapes, my new logo has a more sophisticated, salon feel. Black was used in all the packaging as the base to make it more noticeable on the shelf. The logo color varied by product, ranging from bright blue (shampoo/conditioner), to pink (hairspray), yellow (hot oil treatment), and green (hair gel).

(class) Package Design 1

(instructor) Barbara Breshere

(photography) Danelle Sadler

(color pallet)

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portfolio 2004

> project:

20

05


allure: jewelry with a catch

Armani

(objective)

Using an existing brand, create a new product for them and design a promotional piece. Armani’s new product is a jewerly line designed from fishing lures. The purpose of this piece is to attract Armani admirers to this hip new item.. allure. (solution)

Armani tends to use a generous amount of dark color, minimal elements, and reflection in its advertising. In order to keep the same classy feel, I photographed each lure alone on a brushed metal box to bring out the lure’s reflective quality. In contrast to Armani’s typical dark color pallet, I brightened up the layout by using blue tones and water textures, giving it a cool, refreshing feel. The promotional piece was designed to showcase one of the lures in a blister pack throughout the entire piece. This effect was achieved by die cutting a rectangle out of the center of each spread.

(class) Print Design 1

(instructor) Corwin Stone

(photography) Danelle Sadler

(color pallet)

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portfolio 2004

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Armani


(di•zin´)


portfolio 2004

26


Tarot Card Calendar


project:

06 what’s your sign?

Tarot Calendar

portfolio 2004

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(objective)

Design a calendar using the concept of time, but staying away from the traditional calendar format and the traditional way of telling time. (solution)

The idea of astrology has always been of interest to me. I incorporated Tarot cards as a way of telling the future. Each card represents a different astrological sign, which typically ranges from the 22nd - 23rd of each month. I explored various typefaces in a fun and and colorful way. Each card has a unique layout, color scheme, and a very strong decorative initial cap for its sign. The type runs on different paths, making no two cards alike. This illustrates the idea that all signs have unique characteristics.

(class) Typography 3

(instructor) Jana Anderson

(photography) Danelle Sadler

(color pallet)

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portfolio 2004

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the beauty of book binding

Book Arts

This course opened my eyes to the world of book making. I discovered various styles and methods of binding books, as well as the materials that make them successful. Of all the tecniques learned, the coptic bind turned out to be my favorite. (the 3 books below are examples of coptic binding)

(class) Book Arts

(instructor) Chris Rolik

(photography) Danelle Sadler

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project:

08 the miracles of science

DuPont (objective)

Take a fortune 500/1000 company and redesign the corporate image and identity systems. Using DuPont, the objective was to redesign the logo to increase awareness and bring the look to a more sophisticated level. The new look will be applied to the entire product line as well as the identity system. Target a household audience from age 25-75, the identity needed to be memorable and it needed to reflect the idea of quality, trust, reliability, science, power, and class. (solution)

Using san serif typeface, I merged a lowercase “d” with a capital “P” to create a lettermark that appeared to be two cells splitting, followed by the wordmark. Keeping some of DuPont’s history in mind, I kept the idea of using red as the main color of the lettermark, as well as the rest of the identity in black. All secondary type is gray, making the logo the most prominent element in the stationery system.

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(class) Identity 2

(instructor) Thomas McNulty

(photography) Danelle Sadler

(color pallet)

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portfolio 2004

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DuPont


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> project:

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09


for children of all ages

Chewed Gum Museum

(objective ) Design a promotional kit for a new museum to help launch its identity and lure new members. The kit will contain a brochure, three postcards, interactive CD, membership card gift items, as well as the packaging for all of these elements. It will be mailed to new members or potential members to introduce them and their families to the museum. This kit will need to be colorful, fun, and innovative in order to attract children of all ages. The brochure will cover the history of chewed gum, museum layout, museum activities, and membership information. (solution)

The brand was designed with a fun, blocky typeface and a graphic element tat look like a bubble had burst. the outer packaging was designed to resemble a giant stick of gum. Using a tie box, the lid and base were covered in foil and a sleeve was designed to slide over it as thought it were a gum wrapper. The primary color was tangerine orange and Bubble Gum pink. Inside the box, I used a pink foam material to construct an area that would hold the brochure, postcard, CD, and a gift item on each side of the box. I took many photos of gum balls and used them as my inspiration and the cover of the brochure.

(class) Graphic Design 3

(instructor) Kathryn Morgan

(photography) Danelle Sadler

(color pallet)

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(kre•at´)


project:

10

while you were sleeping

Dream Analysis (objective)

Design a how-to brochure for dream analysis. (solution)

Using very dreamlike and mystical photography, this brochure illustrates the steps for analyzing dreams. The color palette I selected consisted mainly of soft blues and creams with a deep dark red. The brochure begins with the history of dream analysis and then explains what happens to your brain while you dream. At the end of the brochure there is a chart showing the most common symbols people dream about and what these symbols mean.

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(class) Graphic Design 3

(instructor) Kathryn Morgan

(photography) Danelle Sadler

(color pallet)

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portfolio 2004

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Dream Analysis


project:

11 your guide through the asphalt jungle

City Wide Taxi

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46


(objective)

Create a new identity and apply it to a San Francisco-based taxi company. In addition, design the branding style guide for the new identity. City Wide Taxi Company needed a new look that will stand out above its competitors, and will emphasize a fun and trendy feel. This identity needed to attract both an audience of business professionals interested in innovative ideas, as well as attracting the younger generation interested in the city’s night life. (solution)

Based on the idea of the “Asphalt Jungle,� the logo was designed using a playful typeface with an exclamation point as a graphical element that had an animal pattern in vibrant colors. For a more playful approach, I used three versions of the patterns in a different color scheme. the patterns were applied to the vehicles to make them more noticeable on the streets.

(class) Identity 2

(instructor) Thomas McNulty

(photography) Danelle Sadler

(color pallet)

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portfolio 2004

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City Wide Taxi


project:

12 aged to perfection

Brennan’s Irish Whiskey (objective)

Phase 1: Improve the current look for Brennan’s Irish Whiskey. Phase 2: Revolutionary design of phase 1. Phase 3: Extend the brand to a high-end label. Brennan’s original label needed some work in regards to the hierarchy of information. Important elements such as Brennan’s name and the type of whiskey were lost. The green bottle led consumers, at first glance, to think it might be olive oil. (solution)

Phase 1: Taking all of the existing elements, including the green bottle, I reorganized the information making some elements more elegant while keeping the main elements strong. This improved the hierarchy as well as brought the quality of the label up a notch. Phase 2: In this phase the green bottle was eliminated, although the shape of the bottle remained the same. A few of the original elements were removed to simplify the design, allowing some of the key elements to shine. I united the family crest and the Brennan’s name. Keeping some of the original equity, the color palette remained the same. Phase 3: Using a black matte bottle, the only other elements were the family crest, name, and age of the whiskey, followed by a small paragraph of romance copy to give the overall look a feel of elegance. Finally, I created a red satin lined wooden box to match.

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(class) Package Design 4

(instructor) Michael Osborne

(photography) Danelle Sadler

(color pallet)

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identity:

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photography:

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fine art:

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thank you (thangk yoo) v. express gratitude or show appreciation to: To all my family and friends who stood by me and encouraged me to do my best. And to all my instructors for leaving me with all the tools I need to succeed as a designer. Most of all to my parents for even making this experience possible to achieve.


(the end)


Graphic Design Portfolio