Design Process by Gavin MacPherson

Design Process Concept Development Fall 2015 Gavin MacPherson gavinmacpherson.com

My name is Gavin MacPherson and Iâ€™m a creative designer. I love to solve problems using communication and design. I develop complex ideas and experiences with visual and textual content, turning them into efficient messages that promote dynamic dialogue between the target audience and the subject matter. I love to dive deep into subject matter with research and out-of-the-box thinking. I strive to expand my understanding of how design resonates within our visual society to better mediate a clear, unique, and effective voice that is supported by sound design. Please enjoy the following process book and thank you for taking the time to look at who I am. Gavin MacPherson | Index

Self Brand Planned Parenthood Woodland Park Zoo Rob Williamson Gates Divest Grand Old Hypocrisy Naches Heights Vineyard Victoria Dragon Boat Festival One Party Planet Native Habitat Restoration Bacon & Eggs Skatepark Shellno Action Council Amnesty International

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Gavin MacPherson Description

Self promotional brand identity.

Purpose

A persona that showcases my skill sets as a visual problem solver.

Target Audience

Non profits, activists, progressive design firms and small businesses.

Tone

Approachable, Contemporary, and Professional.

Call to Action

Hire Gavin MacPherson For developing my own brand identity I wanted to ensure that my passion for illustration was a part of the identity itself. For this, I wanted to use my own personal signature as the starting point for my final identity logo. An additional factor is that the mark needs to be both usable for freelance and for job searching. The final outcome is an illustrative, clean, and friendly logo.

Gavin MacPherson | Design Process | Self Promotional Brand Identity

Education Graphic Designer Illustrator 303.565.0767 gavinmacdesign@gmail.com gavinmacpherson.com 3828 Whitman Ave N. #202 Seattle, WA 98103-8731

Bachelor of Fine Arts in Graphic Design The Art Institute of Seattle Fall 2012 – Fall 2015

Pratt Institute

Completed course work in Digital Illustration Fall 2002 – Summer 2004 Brooklyn, NY

Work History Freelance

Graphic Design & Illustration Seattle, WA

JAN 2015 – PRESENT

• Establish brand identity, style guide, and marketing systems for activist groups, nonprofits, and small businesses requiring client relation and project management.

Planned Parenthood of the Great Northwest & the Hawaiian Islands Communications Design Intern Seattle, WA

OCT 2015 – DEC 2015

• Developed social media, ads, brochures, and postcards within the Planned Parenthood brand. • Contributed to concepts for upcoming developments and campaign strategies at Planned Parenthood. • Generated infographics to improve comprehension of sexual health to specific target audiences.

Woodland Park Zoo Communications Creative Services Intern Seattle, WA

MAR 2015 – JUN 2015

• Created custom spot illustrations for Woodland Park Zoo’s varied projects. • Designed, updated, and maintained ads, flyers, postcards and signage consistent with Woodland Park Zoo aesthetic style. • Assisted in brainstorming concepts for upcoming projects and marketing strategies at the Woodland Park Zoo.

Education Management Corporation Design Tutor Seattle, WA

AUG 2014 – DEC 2015

• Taught student peers Adobe CC products weekly at The Art Institute of Seattle.

Affiliations U.S.N. Veteran (Honorably Discharged) Bernie Sanders Design Volunteer AIGA Member Novored Student Participant

Gavin MacPherson | Design Process | Self Promotional Brand Identity

Planned Parenthood Description

Communications Design Intern

Purpose

I developed social media, ads, brochures, and postcards. I contributed to concepts for upcoming developments and campaign strategies. I generated infographics to improve comprehension of sexual health to specific target audiences.

Sterilization for men that prevents pregnancy

Safe and effective

Tone

Approachable, contemporary, professional.

Social Media Memes

These memes were designed daily based on the needs and topic of the day.

Happy Birthday

Costs $0 to $1,000

Meant to be permanent

Gavin MacPherson | Design Process | Planned Parenthood

Woodland Park Zoo

19 3/4” x 39”

19” x 37 3/8”

8.5” x 37 3/8”

60” x 28”

8.5 “ x 37 3/8”

20 1/8” x 37 3/8”

21” x 39 3/8”

Description

Communications Design Intern

Purpose

I created custom spot illustrations for Woodland Park Zoo’s varied projects. I designed, updated, and maintained ads, flyers, postcards and signage. I assisted in brainstorming concepts for upcoming projects and marketing strategies.

Tone

Fun, Educational, and Lively

Environmental Design 60” x 28”

8.5 “ x 37 3/8”

20 1/8” x 37 3/8”

21” x 39 3/8”

A triptych graphic design installation for the Cotton Candy Cove. These images are one-way perforated laminates used to give privacy to the zoo employees, while promoting natural light.

Animal Photos Dennis Dow Ryan Hawk.

Gavin MacPherson | Design Process | Woodland Park Zoo

Rob Williamson Description

Rob Williamson, Gastronomy Specialist and Consultant

Purpose

To express Rob Williamsonâ€™s persona with style, class, and knowledge.

Target Audience

Any person or organization that would like to be more knowledgeable and wishes to improve service quality.

Tone

Classy, Respectable, and Approachable

Call to Action

To hire Rob Williamson for his services. Rob Williamson is a connoisseur of life. For thirty years he has been expanding his knowledge of the restaurant industry and his appreciation of fine wines and spirits to educate and share with the world. His mission is to bring his knowledge to people of similar interests in a fun, relaxing, and effective way.

Gavin MacPherson | Design Process | Rob Williamson

Lavender Carnation Geran ium Hone ysuc kle Apr icot Plu m Pea c Ap h ple Pe ar

Fru it

Fr u

Pi p

Sto ne

Blosso m

Wheat Barley

Ginger

Ve ge ta ble

d Fla vour s Roa ste

Corn Whea t Bran Oat B ran

Hay

Gra

rba l Pe a Po Fo ta re t o st So il

ast Ye r da Ce in R es Oak tnut Ches r Peppe

Nutmeg Anise

Al m Wa ond lnu t Ch oc ol Ca ram ate el Coff ee Fatt y Smo key Licorice

Oat

Rye

at Pe m oo hr us

ody Wo

Gre en

Spicy

Vanilla

ts Ma lty

Ve ge ta

od Wo

Ro as ted

Husk

y rth

Fruit Grain

Coriander

Gavin MacPherson | Design Process | Rob Williamson

in Rais Fig

Cereal

Off-flavours

Dried

s e irit in Sp W et e Sw

on m Le nge a Or uit efr a ap Gr anan B i K iw Hop

tic Exo

al logic obio Micr

ry er ut Sh ln ze Ha

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Spices

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Technological

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C he

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t Head / Solven ehyde Acetald c Acid Aceti

Stinging

Tail / Fusel

Floral emin Trig

Burnt

Burning

gent Astrin r Bitte r

Consultant Wine • Spirits • Fine Food Connoiseur Classes

ste Ta

Pu ng en Eff t erv Soa esce nce py Med icin al Oxid ized Rubbe ry Sulfurous

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Consultant Wine • Spirits • Fine Food Connoiseur Classes

Rob Williamson 206.384.2735 info@drinkwelllivewell.net drinkwelllivewell.net

t ou

Rob Williamson 206.384.2735 info@drinkwelllivewell.net drinkwelllivewell.net

Bo dy oo th

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Gates Divest.org Description

A socioeconomic divestment movement

Purpose

This brand concept development will be used to define and communicate what the purpose of the Gates Divest movement is.

Target Audience

The primary target audience is the three chairs of the Bill and Melinda Gates Foundation: Bill Gates Melinda Gates Warren Buffett

Tone

Clean, gates foundation specific, functional, and shows transition

Call to Action

For the Gates Foundation to divest from fossil fuels and to use their global influence to encourage the essential shift of investment capital away from the fossil fuel industry.

Gavin MacPherson | Design Process | Gates Divest

NAOMI KLEIN is an award-winning journalist, syndicated columnist and author of the New York Times and #1 international bestseller, The Shock Doctrine: The Rise of Disaster Capitalism. Published worldwide in 2007, The Shock Doctrine is being published in 30 languages and has over a million copies in print. It appeared on multiple ‘best of year’ lists including as a New York Times Critics’ Pick of the Year. Rachel Maddow called The Shock Doctrine, “The only book of the last few years in American publishing that I would describe as a mandatory must-read.”

Photo: Sydney Brownstone

Gavin MacPherson | Design Process | Gates Divest

Grand Old Hypocrisy Description

Political Satirical Website

Purpose

To counter misinformation and encourage the most positive outcome for the 2016 elections

Target Audience

Progressive, liberal, politically active members.

Tone

Subversive, Savvy, and Angry.

Call to Action

To share facts and counter misinformation and obfuscation within political campaigns as they occur. The concept plays into the idea of claiming to have moral standards or beliefs to which oneâ€™s own behavior does not conform; pretense.

Gavin MacPherson | Design Process | Grand Old Hypocrisy

â€™s for dissemble, deny or dispute

Whatever your dissonance, render it moot

is for xenophobe, build a big wall So much for liberty and justice for all

Gavin MacPherson | Design Process | Grand Old Hypocrisy

Naches Heights Vineyard Description

Proposed vineyard brand identity.

Purpose

To showcase the sustainable practices of a local establishment.

Target Audience

Locavore oenophiles that value responsibly-produced products.

Tone

Sustainable and Local.

Call to Action

Support Naches Heights Vineyard. Naches Heights Vineyard concept is to produce a brand experience that expresses their grapes are grown with love. They are unique to Washingtonâ€”responsibly and sustainably produced from their own local vineyards in the Columbia Valley.

Gavin MacPherson | Design Process | Naches Heights Vineyard

Victoria Dragon Boat Festival Description

Proposed Brand Identity Festival Concept.

Purpose

To improve the festival experience and promote the communityâ€™s involvement.

Target Audience

Volunteers, Participants, Donors and Spectators.

Tone

Multi-cultural, Professional, and Energetic.

Call to Action

To be involved with the mission of VDBF. Researching Victoriaâ€™s immense history determined the importance of incorporating the diverse cultural influence of both dragon boating and Victoria. By centering on Asian culture as a foundation and honoring the great dragon lore from different parts of the world I was able to create an energetic, diverse, and contemporary mark.

Gavin MacPherson | Design Process | Victoria Dragon Boat Festival

Gavin MacPherson | Design Process | Victoria Section Dragon Boat Festival

One Party Planet Description

Searchable, citable, digitally connectable pamphlet.

Purpose

To bring clarity to the argument.

Target Audience Politically Active Progressive Thinkers

Tone

Smart, approachable, and efficient.

Call to Action

To comprehend and subvert the One Party Planet movement. The concept is to immediately express that the One Party Planet is dominance, money, and self-interest.

Gavin MacPherson | Design Process | One Party Planet

Newcastle Native Habitat Restoration Coalition Description

Proposed organization brand identity system.

Purpose

To showcase the progressive, educational, and community driven mission.

Target Audience

Resident of Newcastle.

Tone

Communal, Established, and Inspirational

Call to Action Native Habitat Stewards This program’s mission is to inspire everyone to remove invasive weeds and protect the native habitat. Nature Stewards This program’s mission is support and maintain events that involve the community. Knights of the Living Forest This program’s mission is to encourage, educate, and assist children and youth with conservation projects.

Gavin MacPherson | Design Process | Newcastle NHR Coalition

Bacon & Eggs Skatepark Description

Community Fundraiser.

Purpose

Raise funds to cover the bid by Grindline Skateparks for the BACON & EGGS feature as phase two of the new Wilkeson skatepark.

Target Audience

Street Artists, Graffiti Artists, Skaters, Skate Artists, Underground Scene

Tone

Creative, Free, and Independent

Call to Action

Attend and purchase art at the gallery show. The poster is to encourage the target audience to help contribute to the construction of a small-town skatepark while celebrating skatepark culture and rebellion art of the Northwest.

Gavin MacPherson | Design Process | Bacon & Eggs Skatepark

Help build skateable artwork, The Bacon and Eggs concept. Gallery show and auction at the Art Institute of Seattle: SEP 3rd â€” NOV 5th baconandeggs.info

Trident

embroidery

Gavin MacPherson | Design Process | Bacon & Eggs Skatepark

sHellNo Action Council Description

Activist Campaign Illustration

Purpose

To encourage participants to participate in public disobedience.

Target Audience

People of the Pacific Northwest

Tone

Empowering, Iconic, and Subversive.

Call to Action

To join the movement and support the mission of saving the planet. The concept of this poster is to highlight and emphasis the power of the people by using an iconic metaphor of fighting oppressive power.

Gavin MacPherson | Design Process | sHellNo Action Council

Ongoing June Against Doom actions - today Join the Fight at shellno.org

Gavin MacPherson | Design Process | sHellNo Action Council

Amnesty International Description

Proposed Marketing Campaign.

Purpose

Amnesty International is calling on the United States to adhere to its own professed values and help strengthen, instead of weaken, international compliance with universal standards of human rights.

Target Audience

United States of America

Tone

Shocking, Ironic, and Revealing

Call to Action

For USA to change its current stance on torture. The postersâ€™ concepts are to invoke outrage at what is completely lost when torture is used and to expose the dehumanization of the victims.

Gavin MacPherson | Design Process | Amnesty International

Torture and Other Ill-Treatment In the years since 9/11, the U.S. government has repeatedly violated both international and domestic prohibitions on torture and other cruel, inhuman or degrading treatment in the name of fighting terrorism. Amnesty International is calling on the United States to adhere to its own professed values and help strengthen, instead of weaken, international compliance with universal standards of human rights.

www.amnestyusa.org/ our-work/issues/torture

www.amnestyusa.org/our-work/issues/torture

Gavin MacPherson | Design Process | Amnesty International