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01 RUFF WATERS A DV E N T U R E D O G T R E AT S

OVERVIEW Ruff Water is a brand of dog treats that will excite any dog in any environment. Having the ability to take your dog out to their favorite outdoor areas while carrying treats that are environmentally friendly.

PROBLEM Plastic. Most dog treats are made in containers or ziplock baggies that will allow freshness, but unfortunately this leads to an overwhelmingly amount of packaging waste.

SOLUTION Creating a reusable packaging that will also be capable of recycling is one of the best routes we can currently take. With Ruff Waters, we decided to create a brand that has a playful perspective toward our pets' treat options.

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CATEGORY / PACKAGING

ART DIRECTOR / SEAN BACON RUFF WATERS

PROJECT / TUNGSTEN, ARCHER, & SWEET SANS PRO

TYPEFACES /

if you want a friend, get a dog.

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RUFF WATERS

PROJECT /

TUNGSTEN, ARCHER, & SWEET SANS PRO

TYPEFACES /

THE BIG IDEA

ART DIRECTOR / SEAN BACON

BRAND POSITIONING

CATEGORY / PACKAGING

DESIGN THINKING

Overall the goal was to make Ruff Waters approachable, playful, and stand out amounst the competitors. Through our logo, we took risks and went with the flow of how to create a logo with movement.

TARGET AUDIENCE We found our target audience to mostly likely, and almost always, have a routine of venturing out into the wilderness and or even just the dog park. Both dog and humans were considered in the process, and having both values overlap were key values in decsion making.

TAGLINE "A DOGS BEST LIFE" Because when your furbaby is happy, you're happy.

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LOGO

E ’ B A DOG S

ST

L I FE

ICONOGRAPHY

COLOR PRIMARY COLORS

SECONDARY COLORS K:9

C:2 M:9 Y:100 K:0

C:3 M:2 Y:4 K:0

C:0 M:75 Y:78 K:0

C:90

M:52

Y:32

C:0 M:77 Y:20 K:0 C:28 M:11 Y:4

K:0

C:31 M:0 Y:16 K:0 C:34 M:0

Y:0

K:0

TYPOGRAPHY SWEET SANS PRO

ARCHER

TUNGSTEN

ABCDEFGHIJK

ABCDEFGHIJK

ABCDEFGHIJKLM

LMNOPQRTUV

LMNOPQRTUV

NOPQRTUVWXYZ

WXYZ

WXYZ

ADJECTIVES FRIENDLY

SIMPLE

ORGANIC

BOLD

PACKAGING

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CATEGORY / PACKAGING

ART DIRECTOR / SEAN BACON RUFF WATERS

PROJECT / TUNGSTEN, ARCHER, & SWEET SANS PRO

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CATEGORY / PACKAGING

ART DIRECTOR / SEAN BACON RUFF WATERS

PROJECT / TUNGSTEN, ARCHER, & SWEET SANS PRO

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02 LIVING FUTURE B I O M I M I C RY U N C O N F E R E N C E

OVERVIEW Living Future is an existing company where biomimicry and design meets. And when there are break through designs or talks for inspiration we gather at the annual Living Future Unconference. This campaign year was 2018 LIMITLESS, where is we worked together to make a better future we could have limitless abilities.

PROBLEM The branding from previous years has consistent, but with large changes in the world currently becoming our overwhelming focus for the future it is long overdue.

SOLUTION Creating a current branding and responsive website that is up-to-date were two goals met and resolved while working on the project.

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CATEGORY / INTERACTIVE

ART DIRECTOR / SEAN BACON LIVING FUTURE

PROJECT / BRANDON GROTESQUE

TYPEFACES /

community starts with caring for one another

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LIVING FUTURE

PROJECT /

BRANDON GROTESQUE

TYPEFACES /

THE BIG IDEA

ART DIRECTOR / SEAN BACON

BRAND POSITIONING

CATEGORY / INTERACTIVE

DESIGN THINKING

Big idea for Living Future was to reduce waste and go green. Creating a main hub website for potential attendees in order to provide easy to find information on the basic information on the conference.

TARGET AUDIENCE Our audience consisted of designers, architects, scientists, and many more. Because we had a large pool to work with, we decided to continue with a simple and clean layout in order to translate across all audiences.

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CATEGORY / INTERACTIVE

ART DIRECTOR / SEAN BACON LIVING FUTURE

PROJECT / BRANDON GROTESQUE

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03 CITY APP

SDCC COLLEGE GUIDE

OVERVIEW City App will provide a service for college students to manage and work through semesters with clarity.

PROBLEM Because the app has not been created for the College, we started from the ground up on the process and looked toward other tool organizing apps.

SOLUTION Creating a clean and fresh space for students to make their own while still adapting to the school's branding.

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CATEGORY / INTERACTIVE

ART DIRECTOR / LEANNA JONES CITY APP

PROJECT / MONTSERRAT & ACUMIN PRO

TYPEFACES /

if you can be anything, be kind.

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CITY APP

PERSONAS Primary Target Audience

MARTIN SOLIS The Returning Student 23 Y/O

OCCUPATION: Manager of small business MAJOR: Business GRAD. YEAR: Spring '20

BIO: Victor Solis, a 23 y/o returning Business majorhas been working toward his associates degree with transferable credits. In order to get into his dream school, University of California, Berkeley, he is determined to utilize every resource at City College to graduate and transfer. He plans to work while at SDCC, as a manager at a small business, so he can build his experience in the industry.

CHARACTERISTICS RESILIENT PERSONALITY

CONSISTENT

PATIENT

MATURED ACTIVE

INTROVERT

EXTROVERT

INTUITION

SENSING

FEELING

THINKING JUDGING

RESOURCEFUL

PERCEIVING

TECHNOLOGY

FRUSTRATIONS • Spam emails • Small text on reading apps • Lack of navigation on info

GOALS • Plan yearly Schedule • Manage small business • Get into UCB

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MOBILE 7 1 % SOCIAL MEDIA 4 8 % ONLINE SH OPPING 89 %


MIKE SHULTZ The Art Student 18 Y/O

TECHNOLOGY OCCUPATION: Full-time Student MAJOR: Fine Art GRAD. YEAR: Spring '22

FRUSTRATIONS • Lack of campus info • Counselors are always booked • Oil Paint

CHARACTERISTICS

GOALS • Exhibit art at School • Work Study position

CAPTIVATING

MOBILE 58%

• Join Phi Theta Kappa club

SOCIAL MEDIA 3 3 %

PATIENT

ARTISTIC

ONLINE SH OPPING 7 8 %

JESSICA MARTINEZ The Young Dancer 20 Y/O

TECHNOLOGY OCCUPATION: Full-time student MAJOR: Dance GRAD. YEAR: Spring '19

FRUSTRATIONS • Finding parking • Wrong public dates • Lack of school events

CHARACTERISTICS

GOALS • Choreograph performance

FIERCE LOYAL

QUICK-WITTED

• Pass Math 96 • Get into UCLA

MOBILE 8 2 % SOCIAL MEDIA 4 5 % ONLINE SH OPPING 8 7 %

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Design Thinking

SIGN IN

SIGN-IN & NAVIGATION City App’ s Sign in process will use the CSID provided by the school and or have a visiting as guest option. After sign in, students can find immediate information about the school, their schedule, transportion, and even view near by areas to eat. Students have access to the MORE tab option in their navigation bar, where sub-sections of information and tools are available to assist students improve their academic experience throughout their time at City College.

MARTIN’S USER BOARDING EXPERIENCE

CREATE ACCOUNT is prompted for current students to input their student ID and create a password, or to sign-in if they have an existing account. Aspiring students or parents of students can use the VISITOR option to view basic info about the school in order to have easier time will navigation.

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HOME

Students' will have their tasks or class schedule for the day or month in their HOME tab.

MORE

Students' MORE tab will provide a calender, their current courses, create tasks, and access to other sources of information, where they can personalize and manage their studies.

ACCOUNT

Students' will also have an ACCOUNT tab where they can choose their notifications, personalize passwords for course sections, as well as have easy to access safety information.

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Design Thinking

MOBILE EXPERIENCE CITY APP’s visual design has the branding colors, and academically suggestive colors to provoke students to personalize their study methods and efforts each semester at SDCC.

VICTOR’S PERSONALIZED USER EXPERIENCE

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CATEGORY / INTERACTIVE

ART DIRECTOR / LEANNA JONES CITY APP

PROJECT / MONTSERRAT & ACUMIN PRO

TYPEFACES / 01

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04 COPACETIC S E L F- H E L P M A G A Z I N E

OVERVIEW Mental health has been a topic that is kept quiet over the past years, but as of late, becoming a common or normalized topic. While these illnesses affect lives across the world, it is in the urban areas

PROBLEM While these illnesses affect lives across the world, it is in the urban areas we decided to focus on. Because of the hussle and bussle of most cities, mental health is pushed to the side of most people's common needs.

SOLUTION With this intimate magazine, we can communicate to a large population while also providing resources and tools to cope with the mental illness.

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CATEGORY / EDITORIAL

ART DIRECTOR / BRADFORD PRAIRIE COPACETIC

PROJECT / SABON LT & HELVETICA NEUE

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LOGO

IC

O

T CE

PA

IC

L

IA IS

BU

BIP

AN

IC

PA

IM

UE

T CE

C

O

C

PA

LAR IS E

UE

C

O

O

S

TY IS

SU

IE

S

X

SUB -LOGO

T CE

COLOR SECONDARY COLORS

PRIMARY COLORS C:0

M:0

Y:0

C:0

M:3

Y:14 K:2

K:1

C:0

M:77 Y:77 K:19

C:52

M:0

C:70

M:55 Y:0 K:33

Y:1

K:34

TYPOGRAPHY SABON LT PRO

HELVETICA NEUE

A B C D E F G H I J K L M N

A B C D E F G H I J K L M N

O P Q R S T U V W X Y Z

O P Q R S T U V W X Y Z

ADJECTIVES CLEAN

SIMPLISTIC

STR AIGHTFORWARD

PERSONAL

GRID SYSTEMS

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CATEGORY / EDITORIAL

ART DIRECTOR / BRADFORD PRAIRIE COPACETIC

PROJECT / SABON LT & HELVETICA NEUE

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CATEGORY / EDITORIAL

ART DIRECTOR / BRADFORD PRAIRIE COPACETIC

PROJECT / SABON LT & HELVETICA NEUE

TYPEFACES / 01

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05 RIPNDIP ECCOMERCE SITE

OVERVIEW RipNDip is a skate and urban wear brand where the funkier or wilder the design and style, the better.

PROBLEM Most urban wear brands have an easy to digest website, but unfortunately, most users would feel overwhelmed by the amount of products on a single page on RipNDip.

SOLUTION Create a responsive website with easy to filter options for users to find their crazy styles with ease and enjoy the site in the mean time.

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CATEGORY / INTERACTIVE

ART DIRECTOR / BRADFORD PRAIRIE CAFE MOTO

PROJECT / META SERIF PRO & ACUMIN PRO CON.

TYPEFACES / 01

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CATEGORY / INTERACTIVE

ART DIRECTOR / BRADFORD PRAIRIE CAFE MOTO

PROJECT / META SERIF PRO & ACUMIN PRO CON.

TYPEFACES / 01

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06 HAPPY COW FO O D A P P R E - D E S I G N

OVERVIEW Happy Cow, being one of a kind, an online service, (app included), is the dietary assistance to finding healthier food options for peoples’ busy lifestyles. Within this app re-design, there were several revisited focal points, the target audience, app introduction, and layout.

PROBLEM The majority of the app functions and UI had left users feeling limited. And in result, made the app seem unfriendly and a hassle to interact with.

SOLUTION The new app, Happy Cow, is now neutral and simplified in UX, and has personalized spaces for the user. Once, the UX was completed, the UI had taken on a clean and fresh aesthetic, thus creating a breathable atmosphere for any of the user’s needs.

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CATEGORY / INTERACTIVE

ART DIRECTOR / LEANNA JONES HAPPY COW

PROJECT / MONTSERRAT & ACUMIN PRO

TYPEFACES / 01 02 03 04 05 06 07

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HAPPY COW

PERSONAS Primary Target Audience

IRIS HICKMAN The Super Mom 39 Y/O

OCCUPATION: Registered Nurse STATUS: Married, w/2 Children LOCATION: Melbourne, Victoria INCOME: 70k/yr DIET: Vegan

BIO: Registered nurse, Iris Hickman, is living in Melbourne, Victoria with her family of 4. She has a full schedule of activities, and would like to maintain a healthy lifestyle for her family and herself, but she feels theres no time in her day to look for healthier options. While at a food festival, she heard about the Happy Cow app. Their next family meal out was planned and easily found Happy Cow, and now they’ve bookmarked favorites to revisit in the future.

CHARACTERISTICS EFFICIENT

PERSONALITY

EMPATHETIC

PATIENT

SUPPORTIVE STRONG

INTROVERT

EXTROVERT

INTUITION

SENSING

FEELING

THINKING JUDGING

SPONTANEOUS

PERCEIVING

TECHNOLOGY

FRUSTRATIONS • Mortgage Payments • Running out of time • People who loiter

GOALS • Make less waste • Cleaner eating • Balance life chores

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MOBILE 7 5% SOCIAL MEDIA 4 6 % ONLINE SH OPPING 8 5 %


MIKE SHULTZ The College Student 21 Y/O OCCUPATION: Full-time Student

TECHNOLOGY

STATUS: Single LOCATION: N. Potomac, Maryland INCOME: 8k/yr (from parents) DIET: Vegan

FRUSTRATIONS • Meat eaters • Short lunch gaps • No Veg options

CHARACTERISTICS

GOALS • Meet deadlines

FORWARD -THINKING

• Make better food choices

MOBILE 87 %

• Open mind on new food

SOCIAL MEDIA 4 8 %

CARING

ENGAGING

ONLINE SH OPPING 9 0 %

JESSICA MARTINE The Organized Adult 29 Y/O

OCCUPATION: Business Owner

TECHNOLOGY

STATUS: Married LOCATION: Bonita, CA INCOME: 112k/yr

BIO: Emily Hurwitz is a current

FRUSTRATIONS • Finding parking • Poor service for vegan opt. • Not enough sleep

CHARACTERISTICS

GOALS • Exercise more

HUMBLE

CONFIDENT

RESPECTFUL

• Poor service for vegan opt. • Not enough sleep

MOBILE 6 2 % SOCIAL MEDIA 3 5 % ONLINE SH OPPING 7 7 %

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Design Thinking

SIGN IN

ON-BOARDING PROCESS Happy Cows’ On-boarding process will personalize every users’ interface and experience. Having the users specify their dietary needs while creating an account will allow Happy Cow AI to produce suggestions, and alert users of menu or product items with unwanted ingredients.

IRIS’S USER BOARDING EXPERIENCE

WELCOME BACK!

Continue with email

Continue with facebook

Continue with Gmail

Don’t have an account? Sign up

Account sign in is prompted in order to retrieve the users’ saved data and history.

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CREATE ACCOUNT

USER DIET

ALLERGIES / UNDESIRABLES

CREATE ACCOUNT

WHAT DOES YOUR DIET LOOK LIKE?

Email Vegan a way of living which seeks to exclude, as

Password

DO YOU HAVE ALLERGIES?

LET US KNOW IF YOU WANT TO AVOID ANY OF THESE:

far as is p  ossible and practicable, all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose.

GLUTEN

PEANUTS

SHELLFISH

EGGS

MILK

WHEAT

SOY

OTHER

Re-Type Password Vegetarian A person who does not eat meat, and sometimes other animal products. Also

SIGN UP

used as a transitional diet to veganism.

“I just want to get Heal thy” We’re here to help and support you! We have lots of healthy yummy suggestions.

Already have an account? Sign in SKIP

First time user sign in is simple so they can get to looking for their next meal. Profile info can be updated at anytime.

Simple three option Dietary needs for the basic format of the Happy Cow Search. This can also be skipped and added in the account info later.

SKIP

Because user food intake varies, this will be the second filter to prevent users from having to worry about specific ingredients.

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Design Thinking

ON-BOARDING PROCESS Happy Cows’ On-boarding process will personalize every users’ interface and experience. Having the users specify their dietary needs while creating an account will allow Happy Cow AI to produce suggestions, and alert users of menu or product items with unwanted ingredients.

IRIS’S USER BOARDING EXPERIENCE

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CATEGORY / INTERACTIVE

ART DIRECTOR / LEANNA JONES HAPPY COW

PROJECT / MONTSERRAT & ACUMIN PRO

TYPEFACES / 01 02 03 04 05 06 07

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07 CAFE MOTO ECOMMERCE RE-DESIGN

OVERVIEW Cafe Moto is a San Diego Local Cafe that fuels their surrounding community.

PROBLEM Previously, Cafe Moto had a functional website, but was not up to date to the current trends of most coffee websites, which leaves Cafe Moto and their wholesales behind all their competitors.

SOLUTION Creating a responsive website where Cafe Moto users can find their favorite coffee or tea readily availble to order online without any miscommunication.

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ART DIRECTOR / BRADFORD PRAIRIE CATEGORY / INTERACTIVE

01 CAFE MOTO

PROJECT / ACUMIN PRO & META SERIF PRO

TYPEFACES /

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05 06 07 08

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CAFE MOTO

PERSONAS Primary Target Audience

MARY CALDERON The Subscriber 39 Y/O

OCCUPATION: Gallery Manager STATUS: Married LOCATION: San Diego, CA INCOME: 43k/yr

BIO: Mary works as a Gallery Manager for the local Barrio Logan Gallery. Her routine, which includes a cup of Cafe Moto before she heads into work. Because she is in her late 20's she would like to better her investments. Hence, while using the Cafe Moto website she finds it confusing to navigate and the lack of info and detail to where the coffee is sourced is one of her concerns. She loves Cafe Moto's mission and would like to collaborate and hold a pop-up.

CHARACTERISTICS EFFICIENT PERSONALITY

EMPATHETIC

PATIENT

SUPPORTIVE STRONG

INTROVERT

EXTROVERT

INTUITION

SENSING

FEELING

THINKING JUDGING

SPONTANEOUS

PERCEIVING

TECHNOLOGY

FRUSTRATIONS • Difficult user flow • Incorrect orders • Lack of business info

GOALS • Create partnerships • Festival patron forms • Healthier eating habits

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MOBILE 57 % SOCIAL MEDIA 3 5 % ONLINE SH OPPING 8 9 %


MIKE SHULTZ The Usual Customer 25 Y/O OCCUPATION: Part-time Musician

TECHNOLOGY

STATUS: Single LOCATION: North Park, CA INCOME: 23k/yr

FRUSTRATIONS • Lack of resources • Long lines/ waiting too long • Useless navigation

CHARACTERISTICS FORWARD -THINKING

GOALS • Peace of mind while ordering • Make coffee inspired music • Pdf Menu/Ingredients

MOBILE 89 % SOCIAL MEDIA 5 6 %

CARING

ENGAGING

ONLINE SH OPPING 2 9 %

JESSICA MARTINE The Organized Adult 41 Y/O

OCCUPATION: Business Owner

TECHNOLOGY

STATUS: Married LOCATION: Bonita, CA INCOME: 112k/yr

FRUSTRATIONS • Finding parking • Poor service for vegan opt. • Not enough sleep

CHARACTERISTICS HUMBLE

CONFIDENT

RESPECTFUL

GOALS • Track restuarant sales • Whole sale partnership • Website menu update

MOBILE 52 % SOCIAL MEDIA 3 1 % ONLINE SH OPPING 7 3 %

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DESIGN THINKING

SUBSCRIPTIONS

SUBSCRIPTION PROCESS Cafe Moto’s subscription process will personalize every users’ interface and experience. Having the users specify their dietary needs while creating an account will allow Cafe Moto to produce suggestions, and alert users of menu or product items with unwanted ingredients.

MARY’S USER BOARDING EXPERIENCE

SUBSCRIPTIONS will offer the user the choice between coffee OR tea, thus making the process less overwhelming.

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STEP BY STEP FLOW

ORDER SUMMARY

Step by step process of selecting type of coffee or tea. And if coffee, a break down will prompt the user on the type/origin, how they would like their coffee, and how often it should be delivered.

After the user has gone through the process, there will be an ORDER SUMMARY of their selections, where they can make changes, and manage through their account once they subscribe.

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CAFE MOTO

PROJECT /

ACUMIN & FF META PRO / SERIF

TYPEFACES /

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Users can fuel themselves to a CAFE MOTO subscription or treat a family member or friend to a gift of a subscription.

ART DIRECTOR / BRADFORD PRAIRIE

CATEGORY / UX & UI

SUBSCRIBE OR GIFT

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E ’ B A DOG S

ST

L I FE

steel

ADVENTURE DOG TREATS PACKAGING

MENTAL HEALTH MAGAZINE

2018 LIVING FUTURE CONFERENCE

STEEL STAMPING COMPANY

MOONSHINE COCKTAILS

SLEEPING LODGES


BIODEGRADABLE NAIL POLISH VEGAN JAZZ BAR AUTOMOTIVE INVESTMENT MANAGER


TO MY MOM:

THANK YOU!

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Monica Torres Graphic Design Portfolio  

San Diego City College Graphic Design Portfolio

Monica Torres Graphic Design Portfolio  

San Diego City College Graphic Design Portfolio

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