Esther Elvira - Portfolio

→ Ten problems,

and ten solutions.

Design is about solving problems.

Inside you’ll see ten projects that each had a specific problem to solve.

Please let me know how well I did.

— Esther Elvira, BFA Academy of Art University School of Graphic Design & Digital Media 2019–2023

→ Ten problems,

and ten solutions.

Design is about solving problems.

Inside you’ll see ten projects that each had a specific problem to solve.

Please let me know how well I did.

— Esther Elvira, BFA Academy of Art University School of Graphic Design & Digital Media 2019–2023

Copyright © 2023 Esther Elvira All rights reserved. No part of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means of electronic, mechanical, photocopying, recording or otherwise without permission from copyright holder.

Esther Elvira eelvira.design@gmail.com www.estherelvira.design

→ Dedicated

to my family: Dad, Mom, and Koko.

This portfolio belongs to you as much as it is to me.

Thank you for your endless love and support.

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→ Table of

Contents

01

Fridgemate

06 – 37

User Experience & Interface, User Research

02

Pedaly

38 – 51

Startup Identity, Visual System, Brand Guidelines

03

Adobe CSR

52 – 75

Corporate Identity, Visual System

04

Allbirds Wander

76 – 95

Packaging, Illustration

05

Sound Spectacle

96 – 115

Visual System, Motion Graphics

06

Guerra

116 – 129

Packaging, Brand Identity

07

The Exhibition: Gravity

130 – 141

Visual System, Environmental

08

Above 200MPH

142 – 163

Typography, Editorial

09

Talk Magazine

164 – 173

Typography, Editorial

10

Colourway

174 – 185

Sustainable Packaging 04 / 05

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Keywords

Graphic Design 3

Intuitive

Project Fridgemate

Personalized

→ Problem:

Instructor Phil Hamlett Category User Experience & Interface,

Objective

Food waste is a major global problem with far-reaching environmental, health and financial effects. In the United States, food waste is known to be the single most common material landfilled and incinerated. The average American family of four alone throws out $1500 in wasted food per year

T E N P R O B L E M S & S O L U T I O N S

User Research

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Wasting food because you missed the expiry date.

Innovative

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and when accounted annually sums up to a great value of $161 billion.

Solution

Fridgemate is a fresh food app tracker that monitors fridge items in order to reduce waste and encourage individuals to live a healthier lifestyle through suggested hearty recipes.

By providing options on recipes through existing ingredients, or the randomization option that generates a decision, users are capable of getting more autonomy and efficiency out of their busy kitchen habits. Users are also guided with budget collaboration that simplify the grocery trip planning and hassle.

At the end of each month, users will be able to track their progress in improving key areas such as food waste, meals cooked, and money saved.

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Design Persona

Three personas have been developed representative of the type of users using the fridge app. The design personas have distinct goals and frustrations which are important considerations that will guide the building of features and sections of the app .

Anna Burke, 34 About P R O J E C T F R I D G E M A T E

Housewife with two kids living in an urban setting in the city of San Francisco. Works a corporate financial analyst job during the day but prepares meals regularly for the family twice a day in the morning and night. Anna does yoga, and workouts at home.

Excellent at cooking and baking.

Goals

Planned

Spontaneous

• Spontaneously grocery shop after work • To cook more hearty meals at home

Frustrations

Economical

Costly

Unoccupied

Busy

• Busy life style by working a full-time job, and taking care of her children • Purchasing in bulk leaves food unused, or spoiled easily • Crowded fridge with grocery items snuck under one another

Health-Ignorant

Health Conscious

Brands She Loves • Whole Foods • Bi-Rite

Cautious

Adventurous

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Ben Shaip, 27 About Software engineer who lives alone in downtown. Ben enjoys going to coffee shops to work on his personal projects and meets friends during the weekend.

Has a great love and interest for the outdoors, especially hiking, and snowboarding. Often walks or bikes to the

TEN PROBLEMS & SOLUTIONS

Seattle in a one bedroom apartment

park in free time.

Goals

Planned

Spontaneous

• Living a healthier lifestyle away from fast food, and processed foods • Use new and varied recipes

Economical

Costly

Unoccupied

Busy

Frustrations • Cooking the same boring meal over again • Hectic work schedule with long hours at work

Brands He Loves • Instacart

Health-Ignorant

Health-Conscious

• Trader Joe’s

Cautious

Adventurous

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Nina Burj, 21 About Animation college student living Works part time as a visual merchandiser in a fashion retail store.

Spends most of her time drawing and painting inside the house. Loves to travel with family and goes out with her dog to the beach weekly.

Goals

Planned

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with two roommates in San Diego.

Spontaneous

• Limit eating out spending • To save more, and be price conscious about grocery spending habits

Economical

Costly

Unoccupied

Busy

Frustrations • Sharing kitchen with roommates require extra effort to meal plan, and find time to use kitchen space

Brands She Loves

Health-Ignorant

Health-Conscious

• Walmart • Costco Cautious

Adventurous

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User Journey

Each design persona: Anna, Ben and Nina has a set of unique needs that the app identifies as opportunities to better assist them on their journey and completing it with a sense of confidence and success. Below is a breakdown of how each of their journeys is differentiated from one another.

Anna’s ‘Spontaneous’ Journey Scenario P R O J E C T F R I D G E M A T E

Anna walks to the grocery store after work to shop for ingredients needed to cook dinner.

Phase 1

Phase 2

User walks to the nearest grocery shop

User arrives home with goods.

after work.

Doing

Doing

User checks phone to view fridge

User stores new grocery items, but

products that are in and out of stock.

finds herself clearing out many unused products which have expired.

I will just buy whatever I see in the store for dinner.

I’m pretty happy with my purchases.

Oh no, I have so many unused food to throw out!

Opportunities

Opportunities

App allows user to view items

App recommends recipes for near

while away from fridge by providing

expiry date products.

item details.

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The app takes into account their individual needs and circumstance rendered through the user journey map which informs in greater detail of how the journey starts, ends, or what types of emotion are felt in each touchpoint.

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User Goals

34 years old

• Spontaneously grocery shop after work

Financial Analyst

• Reduce food waste by using over populated fridge ingredients

Housewife with two kids

• Receive information about in and out of stock grocery items

Spontaneous shopper

• Monitor food expiry

Busy lifestyle Bulk grocery purchases

Phase 3

Phase 4

User decides what to cook for dinner

User is faced with several options in

based on existing ingredients.

order to begin cooking.

Doing

Doing

User checks the app to see what items

User selects desired recipe with

are available for cooking.

time constraints.

App inquires how much time she has

App notifies and updates user that

to cook.

items have been taken out from the

App recommends recipes according to

fridge for cooking.

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Anna Burke

selected preference.

Oh, that’s neat. I can now use whatever is available.

This time adjustment feature is fantastic!

Opportunities

Opportunities

App closely matches recipes with time

App helps reduce food waste by

availability user provide.

regularly updating food items.

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Ben’s ‘Online’ Journey Scenario P R O J E C T F R I D G E M A T E

Ben works from home and is trying to eat healthier by cooking nutritious meals at home despite his demanding work schedule.

Phase 1

Phase 2

User orders grocery items from an

Dasher drops off grocery items at

online delivery app.

user’s house.

Doing

Doing

User checks phone to view fridge

User unpacks the box package and

products that are in and out of stock.

stores food in the fridge.

Yay, I’m buying groceries today without leaving the house!

User scans product items to the app.

Why does arranging feel so timeconsuming!

Opportunities

Opportunities

App allows user to view items at home

Scanning features prevent users from

without having to go to the fridge, and

having to individually input product

checking individual item’s expiry.

names to the system.

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User Goals

27 years old

• Live healthier by consuming more vegetables and fruits

Software Engineer

• Cut fast food and processed food purchases from daily intake

Single, without kids

• Use new and more varied recipes

Online shopper

• Expand his knowledge about food, and cooking

Busy lifestyle Fast, unhealthy processed food

Phase 3

Phase 4

User decides what to cook for lunch.

User is faced with several options in

TEN PROBLEMS & SOLUTIONS

Ben Shaip

order to begin cooking.

Doing

Doing

Based on new items delivered, user

User selects desired recipe with

search for healthy recipes.

time constraints.

User fills out his meal category

User saves the recipe to collection.

and preferences.

I feel good about eating healthy, and cooking it too.

I’m committed to changing my lifestyle...

Opportunities

Opportunities

App helps make quicker, more informed

User can look at saved recipes

meal decisions.

collection as reference for future use.

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Nina’s ‘Traditional’ Journey Scenario P R O J E C T F R I D G E M A T E

Nina lives with three roommates, and needs money saved up to pay for her college tuition. Cooking at home is her best option.

Phase 1

Phase 2

User drives to shop for weekly

User arrives home with goods.

grocery purchase.

Doing

Doing

User writes a grocery list, and makes a

User stores and arranges new grocery

trip to the grocery shop.

items into the fridge.

Argh, time to see what item I need to finish.

I need to stick to this list! No more impulse buying.

Opportunities

Opportunities

App allows user to view their fridge

App recommends recipes for near

items anywhere in case there is

expiry date products.

something they forget to buy.

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User Goals

21 years old

• Limit spending for eating out

Animation student

• To not overspend grocery budget

Works part-time in retail

• Save money by cooking at home and meal prepping

Single, without kids

• Being price conscious about buying the best value

Lives with three roomates

and deal available

Overspender

Phase 3

Phase 4

User decides what to cook for dinner

User plans next grocery trip with

based on existing ingredients.

a friend.

Doing

Doing

User checks the app to see what items

User sets a limit amount for one-time

are available for cooking.

grocery spending.

App recommends recipes according to

User shares budget with a friend.

TEN PROBLEMS & SOLUTIONS

Nina Burj

the preferred choice of meal type.

Here’s to saving, while also eating good daily!

I don’t know what I should cook today.

Opportunities

Opportunities

App offers meal plan ideas.

App statistics reflect user spending and encourage the need to continue saving up.

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Keywords

Strategies for

Familial

Branding

Safe

Project

→ Problem:

Pedaly Instructor Thomas McNulty Category Startup Identity,

Brand Guidelines

Objective

Bike share services are well established in metropolitan cities. However, these services only provide for adult bicycles.

To be more inclusive of families with children, Pedaly app offers bike for people in different age ranges resulting into the development of mini and medium bikes for younger and

T E N P R O B L E M S & S O L U T I O N S

Visual System,

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To create a rental app for family bike riders.

Inviting

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older children, as well as family pedal and electric bikes to be ridden together for parent and child on any occasion.

Solution

Whether riding alone, with family, or under parental assistance, Pedaly makes the biking experience safe, memorable, and delightful. The word Pedaly is derived from combining the word ‘pedal’ and ‘daily’. The letterforms in the logo resemble rounded wheels of a bike that was thoughtfully constructed through a customized geometric sans serif type, previously sketched and then brought to digital life, in order to reveal the brand’s familial and inviting approach.

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Keywords

Visual System 2

Ardent

Project Adobe CSR

Prudent Meaningful

Instructor

Category Corporate Identity, Visual System

Adobe is a leader in digital media and marketing solutions.

Their creative, marketing and document solutions empower everyone — from emerging artists to global brands — to bring digital creations to life and deliver immersive, compelling

T E N P R O B L E M S & S O L U T I O N S

Objective

To manifest Adobe’s core brand values through CSR.

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Hunter Wimmer

→ Problem:

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experiences. The goal of a Corporate Social Responsibility (CSR) project is to manifest Adobe’s core brand values and visibly communicate them through initiatives that align with the brand’s values, ambitions, and current representation.

Solution

In order to portray Adobe’s brand in an authentic and genuine light, the campaign tagline uses the statement: ‘Create Great Experiences. Create a Greater World’, which is a direct nod to Adobe’s mission. The convergence of geometric shapes convey the idea of using graphic elements as building foundations to represent the endless act of creating. The color palette is built upon Adobe’s main red logo color that provides transparency and deep insights into how the company’s effort has been incredibly exerted to improve society and the environment.

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Tamika Lakin The Freelance Designer

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Design Persona

Age

42

Occupation

Design Studio Owner

Location

Oakland, California

Marital Status

Married, Lives with spouse, Has two children

Creativity Tamika is an avid reader. She reads many history and philosophy books because she enjoys uncovering new ideas and values continuous learning.

She often buys lego for her two kids to build because she believes training their creative time early in childhood and wants to imbue the same creative inspiration she had growing up.

Sustainability In her backyard, she grows some herbs and vegetables because she believes in eating rich, nutritious food grown that is naturally grown and freshly hand-picked.

Tamika has a closet with very minimal amount of clothes because she is thoughtful in her purchase and tends to purchase on necessary items she knows has a benefit long term and intends to use them on a daily basis.

Community She dedicates some of her time to volunteer on projects that help non-profits because she believes that giving back to the community is important and that is how society can truly and continuously thrive.

Tamika has a dog she adopted from a local animal shelter that she fosters and cares for daily because she loves to play with dogs.

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Balhaar Chakradev

35

Occupation

Electrical Engineer

Location

New York, New York

Marital Status

Married, Lives with partner

TEN PROBLEMS & SOLUTIONS

Age

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The Tinkerer

Creativity Every couple of months, Balhaar will remodel his car by adding new features because he believes in upgrading his car to suit his changing wants.

Balhaar occasionally builds new keyboards and PC parts because he likes to use his hands to be creative.

Sustainability Balhaar chooses to use the bus as his mode of transportation to work because he believes this will be better for the environment even though he owns a car.

He always makes an effort to recycle glass, paper, and plastic because he was taught at a young age to take good care of his environment.

Community Balhaar helps teach mathematics for a non-profit organization that supports student education because he has a passion for teaching and helping others makes him feel fulfilled.

He volunteers to organize city park events during public holidays because he likes to coordinate plans and meet new people.

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Javier Mauro

P R O J E C T A D O B E C S R

The Sneaker Head Age

29

Occupation

Model

Location

Los Angeles, California

Marital Status

Single, Lives with roomate

Creativity Javier uses social media to post pictures and videos of himself because he believes it is imperative to show his best self on the platform as a way of expressing his true self.

As a sneakerhead, Javier is always on a search for the most sought-after shoe brand and design because he desires to build an amazing shoe collection for his passion.

Sustainability Javier tends to bring his reusable tote bag every time he goes outside to run errands because he does not want to pollute the environment with more plastic bags.

Javier has an electric car because he wants to be involved in preserving earth’s precious resources by using a more sustainable option.

Community He participates in food banks to serve people who are in need of grocery items because he wants to make a difference in people’s lives in any impactful way possible.

Javier engages with his local community’s soccer team because he respects and appreciates their companionship.

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Ji Yoon

22

Occupation

Psychology Student

Location

Chicago, Illinois

Marital Status

In a relationship, Lives with boyfriend

TEN PROBLEMS & SOLUTIONS

Age

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The Cinephile

Creativity Ji Yoon loves watching action and comedy movies because she finds the characters and plot very fascinating and entertaining.

She loves to do pottery in her spare time because the activity helps her develop her sense of creativity through form and shape.

Sustainability Ji Yoon loves to keep various green plants in her apartment because she likes how it appears in the apartment and in return also brings her a lot of joy.

She brings her own water bottle and straws to minimize plastic use because she does not want to pollute the environment with more waste.

Community She volunteers in helping local museums in the area of disability service because she wants to help others get the same opportunity and happy emotion from looking at art. She works to assist individuals with disabilities by giving them a smooth sailing and undisruptive tour around the museum rooms.

Ji Yoon works part-time in a psychology center that supports patients with mental health because she believes everyone deserve to get the right mental health treatment in order to live a content and desirable life.

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Keywords

Packaging 3

Natural

Project Allbirds Wander

Outdoor Adventure

Instructor

Category Packaging, Illustration

Allbirds is a sustainable footwear company founded by ex-New Zealand soccer player, Tim Brown, and Joey Zwillinger. The company specializes on creating shoes that are comfortable with simple design, using sustainable materials made from

T E N P R O B L E M S & S O L U T I O N S

Objective

To develop a new line of skincare for Allbirds.

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Thomas McNulty

→ Problem:

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nature. This project introduces a skincare sub brand called Allbirds Wander for urban residents, both men and women whose passion and desire are in travel, sports, and physical exercise who take pride in caring for their personal wellbeing.

Solution

In order to align with the parent brand, Allbirds Wander reflects the visual landscape and style of Allbirds to produce a cohesive and outstanding brand image. Because the brand values simplicity and sustainability, it was important to capture this essence into the imagery and design. From retail stores to packaging shoe boxes, Allbirds have their current imagery showing line drawn illustrations. Naturally, it was imperative to follow on this; utilizing nature-inspired elements in the brand language to make the system be distinct and uniquely ‘Allbirds’.

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Keywords

Graphic Design 2

Vibrant

Project Sound Spectacle

→ Problem:

Bold

Instructor David Hake Category Visual System, Motion Graphics

In the summer, local San Francisco solo musicians and bands tour for a three-day music festival themed around camping. The event called Sound Spectacle features three music genres: rock, jazz, and R&B, where artists will perform for their

T E N P R O B L E M S & S O L U T I O N S

Objective

BFA PORTFOLIO

Designing an event identity with three music genres.

Eclectic

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live audience in various locations across the Bay Area including San Francisco, Oakland, and Sacramento.

Solution

The visual system draws from the eclectic music genre played in the festival and the vibrant community celebrating the arts and culture event. A bright turquoise color is implemented along with simple geometric shapes to represent the dynamic energy and exuberant quality that characterizes the musical scene, as well as to underscore the lively color found in nature.

When combined with black, the color turquoise makes the design stand out with high contrast in any environment.

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Keywords

Packaging 2

Rustic

Project Guerra

Handmade Legacy

Instructor

Category Packaging, Brand Identity

Guerra is a local deli in the San Francisco Sunset neighborhood.

Established for over 60 years, the long-established family business has a remarkable reputation and notable presence of selling a premium selection of meat items and sandwiches

T E N P R O B L E M S & S O L U T I O N S

Objective

To produce a fresh rebrand for a local family-owned delicatessen.

BFA PORTFOLIO

Thomas McNulty

→ Problem:

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with excellent, reliable, and friendly customer service. The current brand logo, and in-house packaging, however do not communicate this aspect, creating a disconnect and missed opportunity considering its superior quality, taste, and value.

Solution

Currently the packaging, menu and signage do not make a coherent system and feels out of date. The rebrand utilizes the facade design of the physical building, and introduces a unified visual language implemented across its product line to make the brand feel more ownable and substantial. This ensures consistency throughout all of its store deliverables that was not seen previously. Additionally, to show off that the products are homemade and meticulously hand picked or handcrafted, the brown kraft material is being used to indicate that raw and honest mark, which is inherently true to their origin.

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Keywords

Graphic Design 1

Awe-inspiring

Project The Exhibition:

Stimulating Imaginative

Gravity

David Hake Category Visual System,

Objective

Gravity is an exclusive museum exhibition hosted in SFMOMA that depicts the natural phenomenon of gravity in an interactive gallery space. With captivating visuals, The Exhibition: Gravity captures the core essence and

T E N P R O B L E M S & S O L U T I O N S

Environmental

Establishing an identity for a museum exhibition in SFMOMA.

BFA PORTFOLIO

Instructor

→ Problem:

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message in various design executions that would not be otherwise seen in other museum installations.

Solution

In order to show the dynamic nature of the project, the use of bold photography and graphics were executed. The project is constrained to only using shades of blue and black, and the colour white. The result produces a delightful and appealing visual system for the city’s museum exhibition.

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Keywords

Type 3

Dynamic

Project Above 200MPH

Movement Refined

Instructor

Category Typography, Editorial

Above 200MPH is an experimental book that uncovers what makes the prestigious global racing so iconic and successful.

One of the most-watched events in the world, the spectacular motorsport draws in audience for its extreme high speed

T E N P R O B L E M S & S O L U T I O N S

Objective

To create an experimental book about the iconic Formula One.

BFA PORTFOLIO

Laurie Makela

→ Problem:

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racing, sports legacy and circuits as well as legendary drivers.

Solution

The title for the book denotes the thrilling and challenging experience of driving at a truly high speed while competing in the Formula 1 race track. The content reflects the prestigious racing sport and event through typographic explorations and vivid representations of color and imagery to celebrate the lively and highly anticipated global spectacle.

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Keywords

Typography 2

Educational

Project Talk Magazine

Community Conscious

Instructor

Category Typography, Editorial

Talk Magazine is a fictional publishing company that releases a new story issue each month. In this issue, the book

T E N P R O B L E M S & S O L U T I O N S

Objective

Passing stories about the pandemic to inform and educate.

BFA PORTFOLIO

David Hake

→ Problem:

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Course

supplements the latest news story about the coronavirus pandemic to its avid readers and general public displaying thought-provoking images and engaging headlines.

Solution

Through its new limited edition short book release, Talk Magazine passes valuable stories about the ongoing coronavirus pandemic that seeks to inform and educate.

Rich colored photographs are used to capture the message while bringing a strong contrast to the modern and simple treatment and choice of typography. This way, users are made more engaged in tapping the complete important news.

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Keywords

Packaging 2

Humanistic

Project Colourway

Ingenious Sensory

Instructor

Category Sustainable Packaging

Reinventing how we look at space, British designer Ilse Crawford crafts work that places importance on the human

T E N P R O B L E M S & S O L U T I O N S

Objective

Creating a designer paint line inspired by life and the human experience.

BFA PORTFOLIO

Thomas McNulty

→ Problem:

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Course

experience, embodying it through a sense of home and with designs that are driven by life. Using a humanistic approach and emotional aesthetic, she forms a tightly knit and integral world that connects people and space together. In effect, the living environment inherently becomes one that is habitual, pleasant, and meaningful.

Solution

Colourway is a sustainable powdered mix house paint line inspired by Crawford’s works and design principles. The modern and traditional aspects found in her craft is reflected in the packaging design system with the distinct visual imagery and typography choices. The paint collection is catered towards individuals who are fluent with color and paint, such as artists, designers, and architects. The packaging structure approach is simple, but functional with easy pour application; a die-cut of the paint color; and cardboard for its most prominent material usage.

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→ Special Thanks

I am extremely lucky and forever grateful to be taught by amazing instructors who shaped the designer I am today.

My sincere thanks to Mary Scott, Phil Hamlett, Thomas McNulty, David Hake, Troy Alders, Rudy Baez, Fred McHale, John Nettleton, Laurie Makela, Andrew Cambouris, Frank Pietronigro, Mei Huang, Bob Slote, and Theodore Somogyi for your encouragement, and guidance.

Thank you to my family and friends who have always been there for me in every step of the way. Your presence is special, and your support means the world to me, I couldn’t have done it without you.

Thank you for all the remarkable people I’ve had the chance to work with. Your incredible talent, kindness, and belief in me I will always remember dearly.

→ Colophon Portfolio Ten Problems & Solutions Contact Esther Elvira eelvira.design@gmail.com (415) 510 1527 www.estherelvira.design School Academy of Art University Instructor Mary Scott Course BFA Senior Portfolio Design & Copy Esther Elvira Typography Manrope Printing & Binding Blurb Text Stock Mohawk Superfine Eggshell 100# Text

→ Esther Elvira

www.estherelvira.design eelvira.design@gmail.com