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S E L E C T E D W O R K S O F Harshyla Singh

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‘Nothing of me is original. I am the combined effort of everyone I’ve ever known.’


C H U C K P A L A H N I U K / Invisible Monsters


A Concept. An idea. A theme.


‘NOTHING OF ME IS ORIGINAL. I AM THE COMBINED EFFORT OF EVERYONE I HAVE EVER KNOWN.’ I THINK WE ALL CAN AGREE THAT TWO HEADS DEFINITELY WORK BETTER THAN ONE. THE QUOTE MENTIONED ABOVE GOES ALONG THE SAME LINES. DESIGNERS ARE CONSTANTLY STIMULATED AND INSPIRED BY THINGS AND PEOPLE AROUND THEM. I DON’T THINK A DESIGNER CAN EVER COME UP WITH AN IDEA OR SOLUTION BY HIM OR HERSELF. IT IS ALWAYS A COMBINED EFFORT OF A GROUP THAT ARRIVES AT A SOLUTION. BASED ON THIS IDEA, MY WORKS IN THIS BOOK TOO ARE A JOINT EFFORT OF PEOPLE, FRIENDS, FAMILY, AND THINGS THAT I HAVE EXPERIENCED ON MY JOURNEY IN THESE PAST FEW YEARS AND HAVE INFLUENCED MY IDEAS, CONCEPTS AND WORK. IN ORDER TO CREATE SOMETHING ORIGINAL, AN ARTIST DERIVES AND TAKES FROM WHAT IS ALREADY EXISTING. IN THE SAME SENSE, MY WORKS SHOWCASE PRE EXISTING INSPIRATIONS THAT COME TOGETHER TO FORM A COMPLETELY NEW IDEA. THIS BOOK TAKES YOU THROUGH VARIOUS MONTAGES OF RANDOM INSPIRATION THAT WERE FOUND AT THE TIME OF THE SPECIFIC PROJECT BEING WORKED ON AND THAT I DERIVED MY CONCEPTS FROM.


PROJECTS

Table of contents

A bird. An era. Some wine.

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08

Music. Typography. Harmony. PAGE /

18

A warning. An idea. A solution.

A bike. A journey. Freedom.

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40

52


A trademark. An apothecary. A cowgirl.

A revolution. A rival. A hero.

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78

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92

A folk song. A festival. A stache

A housewife. A giant store.

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122

140

A variety of labels.

A wedding. A dress. A whole lot of food.

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106

A warning. An idea. A solution.

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198


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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ SMOKING LOON WINE

A bird. An era. A little wine. 01

SENIOR PORTFOLIO

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Harshyla Singh

INSPIRATION I N S T R U C T O R _ T H O M A S M C N U LT Y

PA G E

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SENIOR PORTFOLIO

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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ SMOKING LOON WINE

I N S T R U C T O R _ T H O M A S M C N U LT Y

PA G E

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PROJECT

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PA G E # 11

Objective

TO CREATE A NEW BRAND IDENTITY ‘SMOKING LOON’ AND MAKE THE BRAND MORE UNIQUE, CONTEMPORARY AND HIGH- FASHION IN THE MARKET PLACE. AND TO STRENGTHEN ITS BRAND EQUITY BY CREATING A LINE OF DIFFERENT WINES THAT WOULD BE APT FOR A LOWER-TIER AND HIGH-END LOOK.

Solution

I DO LOVE MY WINE, NOT THAT I KNOW MUCH ABOUT IT. I CAME ACROSS THE SMOKING LOON BOTTLE AT A CONVENIENCE STORE AND WAS INSTANTLY ATTRACTED TO THE ILLUSTRATIVE QUALITY OF THE LABELS. I DECIDED TO DESIGN THE COLORED LABELS, FOR THE LOWER-TIER BOTTLES CONSISTING OF A CHARDONNAY AND CABERNET SAUVIGNON, RANGING FROM $15 TO $20 AND THE HIGHER-END GOLD CABERNET SAUVIGNON BOTTLE FOR ABOUT $120. THE CONCEPTUAL APPROACH TO THIS PROJECT WAS BASED ON THE IDEA OF MAINTAINING THE WHIMSICAL AND MYSTERIOUS STYLE OF THE LABELS, THAT REMAINS WITHIN THE STANDARDS OF THE ACTUAL DESIGNS, YET MAKING THEM LOOK EDGIER. MY INSPIRATION WAS DERIVED FROM THE TRIPPY EARLY 70’S JUXTAPOSED WITH AN ETHNIC AND DETAILED ILLUSTRATIVE STYLE.

Deliverables

LOWER-TIER CABERNET SAUVIGNON LOWER-TIER CHARDONNAY HIGHER-END CABERNET SAUVIGNON WINE CASE

Adjectives

ATTITUDE MYSTERY BOLD ETHNIC ILLUSTRATIVE


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SENIOR PORTFOLIO

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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ SMOKING LOON WINE

I N S T R U C T O R _ T H O M A S M C N U LT Y

PA G E

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PROJECT

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COURSE _ TYPE 4

P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y

A little music. A little typography. A lot of harmony.

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02

SENIOR PORTFOLIO

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Harshyla Singh

INSPIRATION INSTRUCTOR _ ARIEL GREY

PA G E

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SENIOR PORTFOLIO

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COURSE _ TYPE 4

P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y

INSTRUCTOR _ ARIEL GREY

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Objective

Solution

TO USE EXPERIMENTAL TYPOGRAPHIC SKILLS TO CREATE A CONFERENCE ON A FORWARD-THINKING IDEA OR PHENOMENON.

EVERYTIME I SIT DOWN TO DESIGN, THE ONE THING I NEED MOST IS MUSIC PLAYING IN THE BACKGROUND. IT DEFINITELY CREATES AN UPBEAT AND GREAT MOOD FOR ONESELF. AND SO SINCE MUSIC PLAYS SUCH A HUGE ROLE IN MY DESIGN TIME, I FIGURED WHAT BETTER WAY TO TACKLE THIS PROJECT! THE ENTIRE CONFERENCE IS BASED ON THE UNIQUE COLLABORATION BETWEEN MUSICIANS AND DESIGNERS WITH A SPECIAL FOCUS ON HOW TYPOGRAPHY IS INFLUENCED BY MUSIC. WE ALL KNOW THAT BOTH THESE ART FORMS GO HAND IN HAND AND CAN IN FACT CREATE BEAUTIFUL HARMONY. EVERY GENRE CAN REPRESENT A DIFFERENT TYPEFACE AND LAYOUT. WHETHER IT’S HIP-HOP, OR JAZZ, POP OR OPERA. THE CONFERENCE WAS PUBLICIZED IN THE FORM OF A PUBLICATION OR BOOK THAT WAS DESIGEND TO SHOWCASE IT. ALONG WITH A SPECIAL FEATURE OF KINETIC TYPOGRAPHY THE CONCEPT REALLY EMPHASIZES THE BEATS, RHYTHMS AND COUNTS THAT ARE SHOWN THROUGH TYPOGRAPHY.

Deliverables

48 PAGE PUBLICATION / BOOK POSTER WITH A FRONT AND BACK MAILER PIECE KINETIC TYPOGRAPHY FRAMES

Adjectives

RHYTHMIC HARMONIOUS POP BRIGHT LOUD


Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ TYPE 4

P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y

INSTRUCTOR _ ARIEL GREY

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SENIOR PORTFOLIO

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COURSE _ TYPE 4

P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y

INSTRUCTOR _ ARIEL GREY

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SENIOR PORTFOLIO

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COURSE _ TYPE 4

P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y

INSTRUCTOR _ ARIEL GREY

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SENIOR PORTFOLIO

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COURSE _ TYPE 4

P R O J E C T T I T L E _ B E A T. K E R N . H A R M O N Y

INSTRUCTOR _ ARIEL GREY


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COURSE _ PRINT 1

P R O J E C T T I T L E _ G L O B A L WA R N I N G

A warning. An idea. A solution.

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03

SENIOR PORTFOLIO

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INSPIRATION INSTRUCTOR _ TROY ALDERS

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SENIOR PORTFOLIO

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COURSE _ PRINT 1

P R O J E C T T I T L E _ G L O B A L WA R N I N G

INSTRUCTOR _ TROY ALDERS

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Objective

TO DESIGN A TWO-COLOR INFORMATIVE AND ENVIRONMENTALLY RESPONSIVE NEWSLETTER ON A SUBJECT RELATED TO GLOBAL WARMING THAT FOLDS OUT INTO A POSTER CONCERNED WITH THE RESPECTIVE PROBLEM.

Solution

I HAVE TO ADMIT, BEFORE THIS ASSIGNMENT I HAD LIMITED KNOWLEDGE OF WHAT EXACTLY GLOBAL WARMING WAS AND ITS EFFECTS ON EARTH. WE DO IN FACT LIVE IN A TIME WHERE WE NEED TO BE AS ACTIVE AND RESPONSIBLE AS WE CAN BE. I USED A PLAY ON THE WORDS AND NAMED MY NEWSLETTER ‘GLOBAL WARNING’ THAT INFORMS AND TELLS US ABOUT WHERE OUR WORLD CAN END UP IN THE NEXT FEW YEARS IF WE CONTINUE ON THIS WAY. THE FOCUS WAS ON HOW FACTORY POLLUTION IS SUCH A MASSIVE CONTRIBUTOR TO THE PHENOMENON. I DECIDED TO TAKE ON A VERY UTILITARIAN APPROACH, SINCE THE TARGET AUDIENCE FOR THIS LETTER IS THE GENERAL PUBLIC. SO STYLISTICALLY, EVERYTHING IS BOLD AND STRAIGHT FORWARD. AND THEN TO ENHANCE THE INFORMATIVE QUALITY OF THE NEWSLETTER, A WHOLE LOT INFORGRAPHICS AND STATISTICS HAVE BEEN USED.

Deliverables

Adjectives

FOLDED 2-SPREAD NEWSLETTER POSTER THAT FOLDS OUT.

BOLD INFORMATIVE UTILITARIAN ATTENTION-GRABBING STATISTICAL


Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ PRINT 1

P R O J E C T T I T L E _ G L O B A L WA R N I N G

INSTRUCTOR _ TROY ALDERS

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PROJECT

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SENIOR PORTFOLIO

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COURSE _ PRINT 1

P R O J E C T T I T L E _ G L O B A L WA R N I N G

INSTRUCTOR _ TROY ALDERS

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PROJECT

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PROJECT

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SENIOR PORTFOLIO

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COURSE _ PRINT 1

P R O J E C T T I T L E _ G L O B A L WA R N I N G

INSTRUCTOR _ TROY ALDERS

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PROJECT

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

A bike. A journey. A sense of freedom. INSTRUCTOR _ TODD HEDGEPETH

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SENIOR PORTFOLIO

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Harshyla Singh

INSPIRATION

PA G E

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SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

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PROJECT

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Objective

TO REBRAND AN EXISTING COMPANY AND REDESIGN ITS ENTIRE SYSTEM TO MAKE IT MORE UNIQUE IN THE MARKETPLACE. AND CREATE A COHESIVE SET OF IDENTITY STANDARDS AND APPLY IT ACROSS NUMBEROUS APPLICATIONS RELATED TO THE COMPANY.

Solution

I HAVE ALWAYS BEEN A LITTLE BIT OF A TOMBOY AND HAVE HAD A GREAT FASCINATION FOR MOTORCYCLES. TO ME NOTHING SAYS MOTORCYCLE LIKE A GOOD OLD HARLEY DAVIDSON. I SAW THIS PROJECT AS A CHALLENGE TO TAKE ON THE WILDERNESS AND EQUITY OF THIS EPIC BRAND AND ALSO TO REALLY GET IN TOUCH WITH MY ANIMUS! BUT TO A VERY LITTLE EXTENT OF COURSE. HA! MY GOAL WAS TO SIMPLY REVAMP THE HARLEY DAVIDSON LOGO AND GIVE IT A FRESHER LOOK AND FEEL. IT IS HARD TO AVOID THE ORANGE AND BLACK SINCE THEY’RE SUCH DOMINANT COLORS IN THE SYSTEM. SO IN ORDER TO MAINTAIN THE INTEGRITY OF THE TWO COLORS, I DECIDED TO ADD A THIRD ONE THAT WOULD BE APT. IN THIS CASE I CHOSE A SEXY ELECTRIC NAVY BLUE. ALONG WITH THIS, MY OTHER OBJECTIVE WAS TO REALLY PUT THE BRAND OUT THERE AND MAKE IT APPROACHABLE TO ALL AUDIENCES, FROM THE MAINSTREAM HARLEY CLUB MEMBERS TO HOUSEWIVES, TO BUSINESS EXECUTIVES AND ELDERS TOO.

Deliverables

STANDARDS MANUAL BUSINESS SYSTEM APPLICATIONS

Adjectives

EDGY BIG METALLIC MECHANIC SOLID


Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

PA G E

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PROJECT

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SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

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PROJECT

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SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

PA G E

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PROJECT

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Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

PA G E

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PROJECT

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Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

PA G E

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PROJECT

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Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

PA G E

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PROJECT

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68 # PA G E

PROJECT

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SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

PA G E

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PROJECT

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Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

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PROJECT

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Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

PA G E

# 74

PROJECT

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PA G E # 75

www.harleydavidson.com

THE ROAD IS YOURS. BEGIN THE JOURNEY >>

Harley Davidson


Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ ID 2

P R O J E C T T I T L E _ H A R L E Y D AV I D S O N

INSTRUCTOR _ TODD HEDGEPETH

PA G E

# 76

PROJECT

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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ URBAN BY LEVI’S

A trademark. An apothecary. A cowgirl.

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05

SENIOR PORTFOLIO

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Harshyla Singh

INSPIRATION I N S T R U C T O R _ T H O M A S M C N U LT Y

PA G E

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PA G E

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SENIOR PORTFOLIO

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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ URBAN BY LEVI’S

I N S T R U C T O R _ T H O M A S M C N U LT Y

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PA G E

PROJECT

FEATURED ON THE dieline


PA G E # 81

Objective

TO CREATE A NEW BRAND IDENTITY ‘LEVI’S’ AND MAKE THE BRAND MORE UNIQUE, CONTEMPORARY AND HIGH-FASHION IN THE MARKETPLACE. AND TO STRENGTHEN AND EXTEND ITS BRAND EQUITY BY CREATING A LINE OF SKIN CARE PRODUCTS.

Solution

USING A VARIETY OF SKIN CARE PRODUCTS IS AN EVERYDAY RITUAL FOR EVERY GIRL MORE OR LESS. LEVI’S HAS BEEN AROUND FOR AGES NOW AND BEING ONE OF THE BIGGEST DENIM MANUFACTURERS IN THE WORLD, IT HAS MANAGED TO EXTEND ITSELF INTO APPAREL AS WELL. WHY NOT TAKE ITS EQUITY A STEP FURTHER BY CREATING AN ENTIRE LINE OF SKIN CARE? I DECIDED TO CALL THIS LINE ‘URBAN’ BY LEVI’S. MY GOAL FOR THIS PROJECT WAS TO CREATE SOMETHING, KEEPING IN MIND THE EXISTING LOOK AND FEEL OF LEVI’S SINCE THEY ARE SUCH AN ESTABLISHED BRAND ALREADY. I WAS GREATLY INFLUENCED BY THE RUGGEDNESS AND RAWNESS OF THE BRAND AND TO EMPHASIZE THIS, I USED WOOD AND METAL AS MATERIALS FOR THE LINE. THE BAT-WING POCKET BEING THE TRADEMARK HAD TO BE INLCUDED IN THE DESIGN ACCORDING TO ME. AND SO THE DISPLAY WAS MADE IN THE SHAPE OF A WOODEN BATWING AND I USED ETCHED STAINLESS STEEL PLATES FOR THE LABELS ON THE BOTTLES. ANOTHER STRONG INSPIRATION FOR THIS PROJECT WAS VINTAGE COLLECTIBLES AND SO I USED OLD APOTHECARY BOTTLES FOR THE LINE TO GIVE IT A MORE AUTHENTIC LOOK.

Deliverables

SHAMPOO CONDITIONER SHOWER GEL BODY LOTION EYE CREAM LIP BALM

Adjectives

VINTAGE AUTHENTIC RUGGED FLIRTATIOUS CHARMING


R Ingredien ien

Aqua Aqua/water-Guava ava extract- She Shea butterer- Dicaprylyl carbonatebonateGlycerin- Corn starch modifiedCetearyl Alcohol- SorbitolC rbitolSodium- PCA- Clyceryl stearat S stearatePEG-100 stearateate- Chestnut extract- Triticumvulgare vuulgare -Xant vulga vulgare -X Xan Xa Xanth anthann gum- Sunflower ow werrr oiloil Tocophero Toc Toccopherol oph phe

BY LEVI’S I’S

R Ingredien

Aqua/wa /water-Guava extract- Shea butter- Dica Dicaprylyl carbonateGlycerinlycerin- Corn starch sta modifiedCetearyl Alcohol- So SorbitolSodiumodium- PCA- Clycer Clyceryl stearatePEG-100 P G-100 stearate- Ch Chestnut extra xtractact- Triticumvu Triticumvulgare -Xanthan gum-- Sunflowerr S oil- Tocopherol ol

BY LEVI’S

R I Ing Ingredien

Aqua/water-Guava a/water ava eextract- Shea ea butterer- Dica Dicaprylyl yl ca carbonateGlycerincerin- C Corn starch tarc modified-Cetearyl aryl Alc Alcohol-- SorbitolSo Sodiumium- PC PCA- Clyce Clyceryl y stearatePEG-100 G-100 st stearatete C Chestnut extractact- Triticumvulgare Trit -Xanthaan gum- Sunflo gum Sunflowerr nflo oil- Tocopherool


BY

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I’S

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Ingredien redie redien en en

Aqu Aqua/water-Guava extract- Shea Sh butteruttttte ut teer Dicaprylyl carbonateGlycerinGly Glyc lyycer Corn starch modifiedCetearyl C tear aryl Alcohol- SorbitolSodiumdium- P PCAA- Clyceryl sstearatePEG-100 G 00 stearateea Chestnut s extract- Triticumvulga cu ulga ulgare g --Xanthan gum- Sunflowerr werr oil ooiloiil- Tocophero Toc Tocopherol co ero cop

R

BY LEVI’S

Ingredien

Aqua/water-Guava extract- Shea Aqua hea butter- Dicaprylyl carbonatebutte eGlycerin- Corn starch modifiedGlyc mod

Ingredien Aqua/water-Guava extract- Shea butter- Dicaprylyl carbonateGlycerin- Corn starch modifiedGlyce Cetearyl Alcohol- SorbitolSodium- P PCA- Clyceryl stearatePEG-100 stearate- Chestnut extract- Triticumvulgare Triticu -Xanthan gum- Sunflowe Sunflowerr oil- Tocopherol

BY LEVI’ VI’S I’S

R


SENIOR PORTFOLIO

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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ URBAN BY LEVI’S

I N S T R U C T O R _ T H O M A S M C N U LT Y

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PROJECT

FEATURED ON THE dieline


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SENIOR PORTFOLIO

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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ URBAN BY LEVI’S

I N S T R U C T O R _ T H O M A S M C N U LT Y

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PROJECT

FEATURED ON THE dieline


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SENIOR PORTFOLIO

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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ URBAN BY LEVI’S

I N S T R U C T O R _ T H O M A S M C N U LT Y

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PA G E

PROJECT

FEATURED ON THE dieline


PA G E

# 89


SENIOR PORTFOLIO

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C O U R S E _ PA C K A G E D E S I G N 3

PROJECT TITLE _ URBAN BY LEVI’S

I N S T R U C T O R _ T H O M A S M C N U LT Y

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PROJECT

FEATURED ON THE dieline


PA G E

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COURSE _ PRINT 3

P R O J E C T T I T L E _ L A M B R E T TA

A revolution. A rival. A winner.

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INSTRUCTOR _ ESZTER CLARK

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INSPIRATION

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SENIOR PORTFOLIO

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COURSE _ PRINT 3

P R O J E C T T I T L E _ L A M B R E T TA

INSTRUCTOR _ ESZTER CLARK

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PROJECT

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Objective

Solution

TO CREATE AN ANNUAL PUBLICATION FOR A COMPANY THAT PROMOTES A SPECIFIC PRODUCT FROM A NEW LINE.

EVERYONE TALKS ABOUT VESPA, BUT WHAT I DISCOVERED IS THAT BEFORE VESPA, IT WAS THE LAMBRETTA THAT REALLY WAS POPULAR. I DECIDED TO WORK WITH THE UNDERDOGS AND GET THEM BACK IN THE GAME. THE ENTIRE CONCEPT FOR THIS PUBLICATION WAS BASED ON A KIND OF RIVALRY BETWEEN TWO BROTHERS. VESPA AND LAMBRETTA BEING THEM. AND AS WE ALL KNOW, THERE IS ALWAYS ONE GOOD BROTHER AND ONE BAD BROTHER. AND IN THIS CASE I SHOW LAMBRETTA AS THE GOOD ONE. THE CONCEPT TAKES A WHOLE NEW TURN WITH A REVOLTUIONARY AND BOLD PROPAGANDA STYLE. THIS BOOK SHOWS A RIVALRY BETWEEN THE TWO BROTHERS, OR BRANDS IN THIS CASE. DADAISM WAS A HUGE INFLUENCE IN MY STYLE. I HAVE ALSO ALWAYS BEEN SO FASCINATED WITH THE NAZI PROPAGANDA POSTERS DESIGNED IN THE 1930’S. I JUST LOVE THE BOLDNESS AND JUXTAPOSITION OF THE STYLE AND WANTED TO INCORPORATE IT IN THIS PROJECT AS WELL.

Deliverables

Adjectives

ANNUAL PUUBLICATION / BROCHURE POSTER SERIES

DADA PROPAGANDA REVOLUTIONARY JUXTAPOSITION PHOTO MONTAGE


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SENIOR PORTFOLIO

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COURSE _ PRINT 3

P R O J E C T T I T L E _ L A M B R E T TA

INSTRUCTOR _ ESZTER CLARK

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PROJECT

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SENIOR PORTFOLIO

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COURSE _ PRINT 3

P R O J E C T T I T L E _ L A M B R E T TA

INSTRUCTOR _ ESZTER CLARK

PROJECT

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PA G E

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Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ PRINT 3

P R O J E C T T I T L E _ L A M B R E T TA

INSTRUCTOR _ ESZTER CLARK

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PROJECT

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SENIOR PORTFOLIO

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COURSE _ PRINT 3

P R O J E C T T I T L E _ L A M B R E T TA

INSTRUCTOR _ ESZTER CLARK

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PROJECT

/ 06


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COURSE _ TYPE 3

P R O J E C T T I T L E _ A T H O U S A N D L AY E R S

A wedding. A dress. A lot of food.

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07

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INSPIRATION INSTRUCTOR _ ARIEL GREY

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Harshyla Singh

SENIOR PORTFOLIO

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COURSE _ TYPE 3

P R O J E C T T I T L E _ A T H O U S A N D L AY E R S

INSTRUCTOR _ ARIEL GREY

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PROJECT

/ 07


PA G E # 109

Objective

Solution

TO DESIGN A BOOK SHOWCASING THE DIFFERENT STYLES OF PAPER AND TESTS OF A SPECIFIC BRAND OF PAPER AND PROMOTING THEM.

WHO DOESN’T LOVE A WEDDING? ESPECIALLY A BIG, FAT, EXTRAVAGANTLY OBNOXIOUS, OSTENTATIOUS INDIAN WEDDING? FOR THIS PROJECT, I CHOSE PASSPORT BY FRASER PAPER AND MY CONCEPT WAS TO SHOW A JOURNEY THROUGH THE TIMELESS TRADITION OF INDIAN WEDDINGS. THE GOAL WAS TO DESIGN A BOOK THAT SHOWCASES THIS JOURNEY THROUGH A TIMELINE AND TALKS ABOUT THE DIFFERENCES BETWEEN THE SIMPLICITY OF THE PAST AND THE FLAMBOYANCE OF THE PRESENT AS FAR AS THIS TRADITION GOES. THE BOOK IS CALLED ‘A THOUSAND LAYERS’ SUGGESTING THE LAYERS OF LUXURY, INDULGENCE AND RICHNESS THAT ENCOMPASS AN INDIAN WEDDING. THE MOTIVE WAS TO SHOW ALL THIS THROUGH COLORS AND PATTERNS, THAT ONE SEES ANYWHERE AND EVERYWHERE IN THE INDIAN CULTURE. WHETHER IT’S CLOTHES, FOOD OR FESTIVALS, IT’S ALWAYS A CELEBRATION. I WAS GREATLY INFLUENCED BY THIS IDEA AND PUSHED IT FORWARD IN THE EXECUTION OF THIS BOOK.

Deliverables

48 PAGE BOOK 2 POSTERS SET OF SWATCH CARDS

Adjectives

ETHNIC TRADITIONAL COLORFUL FLAMBOYANT EXUBERANT


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ TYPE 3

P R O J E C T T I T L E _ A T H O U S A N D L AY E R S

INSTRUCTOR _ ARIEL GREY

PROJECT

/ 07


PA G E

# 111


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ TYPE 3

P R O J E C T T I T L E _ A T H O U S A N D L AY E R S

INSTRUCTOR _ ARIEL GREY

PA G E

# 112

PROJECT

/ 07


PA G E

# 113


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ TYPE 3

P R O J E C T T I T L E _ A T H O U S A N D L AY E R S

INSTRUCTOR _ ARIEL GREY

PA G E

# 114

PROJECT

/ 07


PA G E

# 115


116 # PA G E

PROJECT

/ 07


PA G E

# 117


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ TYPE 3

P R O J E C T T I T L E _ A T H O U S A N D L AY E R S

INSTRUCTOR _ ARIEL GREY

PA G E

# 118

PROJECT

/ 07


PA G E

# 119


120 # PA G E

PROJECT

/ 07


PA G E

# 121


Unoriginal

COURSE _ GD 3

PROJECT TITLE _ BERKELEY FOLK JAM

A folk song. A festival. A stache.

SENIOR PORTFOLIO

/

Harshyla Singh

INSPIRATION

08 INSTRUCTOR _ NICOLE FLORES

PA G E

# 122


PA G E

# 123


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ GD 3

PROJECT TITLE _ BERKELEY FOLK JAM

INSTRUCTOR _ NICOLE FLORES

PA G E

# 124

PROJECT

/ 08


PA G E # 125

Objective

TO BRAND A CONVENTION OR EVENT AND APPLY THE NEW IDENTITY TO AN ARRAY OF PRINTS, DELIVERABLES AND DIGITAL MEDIA TO CREATE A FULLY INTEGRATED EXPERIENCE.

Solution

BERKELEY IS CONSIDERED A MAJOR HUB FOR FOLK MUSIC AND JAMMING IN CALIFORNIA. THE BERKELEY FOLK MUSIC FESTIVAL TAKES PLACE ANNUALLY AND FEATURES SOME OF THE GREATEST FOLK MUSICIANS IN THE COUNTRY. I DECIDED TO RENAME THE CONVENTION ‘BERKELEY FOLK JAM’ AND MAKE IT MORE HIP AND EXCITING. FOLK MUSIC, AS WE ALL KNOW IS MORE POPULAR AMONGST THE OLDER FOLKS, SO MY GOAL WAS TO REACH OUT TO A YOUNGER CROWD AND HAVE THEM ENGAGE IN THIS EVENT AS WELL. THE IDEA WAS TO CREATE A GOOD BLEND OF OLD AND NEW. HENCE THE LOGO, WHICH IS A MAN WITH A TOP HAT, WEARING WAYFARERS MAKES A GREAT MASCOT FOR THE EVENT. I WAS GREATLY MOTIVATED BY THE HISTORY OF BERKELEY AND ITS HIPPY CULTURE AND INCORPORATED IT THROUGH PAISLEY DESIGNS IN MY PROJECT. THESE DESIGNS WERE SHOWN IN THE FORM OF THREE DIFFERENT MUSTACHES ON THE POSTERS. THE MIX OF 70’S PAISLEY PATTERNS WITH THE OLD MAN IN THE TOP HAT CREATE A NICE BALANCE BETWEEN FOLK MUSIC AND THE HIPPY CULTURE. POPS OF COLORS WERE USED TO MAKE IT ALL LOOK FRESHER AND YOUNGER.

Deliverables

SERIES OF POSTERS BROCHURE TICKETS NAME TAGS GIVE AWAYS ENVIRONMENTAL EXECUTION DIGITAL MEDIA

Adjectives

POP HIPPY FOLK HIP HUMOROUS


126 # PA G E

PROJECT

/ 08


PA G E

# 127


128 # PA G E

PROJECT

/ 08


PA G E

# 129


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ GD 3

PROJECT TITLE _ BERKELEY FOLK JAM

INSTRUCTOR _ NICOLE FLORES

PA G E

# 130

PROJECT

/ 08


PA G E

# 131


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ GD 3

PROJECT TITLE _ BERKELEY FOLK JAM

INSTRUCTOR _ NICOLE FLORES

PA G E

# 132

PROJECT

/ 08


PA G E

# 133


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ GD 3

PROJECT TITLE _ BERKELEY FOLK JAM

INSTRUCTOR _ NICOLE FLORES

PA G E

# 134


PA G E

# 135


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

COURSE _ GD 3

PROJECT TITLE _ BERKELEY FOLK JAM

INSTRUCTOR _ NICOLE FLORES

PA G E

# 136

PROJECT

/ 08


PA G E

# 137


138 # PA G E

PROJECT

/ 08


PA G E

# 139


Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

09

SENIOR PORTFOLIO

A house wife. A giant store. A variety of labels. /

Harshyla Singh

INSPIRATION INSTRUCTOR _ MICHAEL OSBORNE

PA G E

# 140


PA G E

# 141


142

/ 09

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PA G E

#

PROJECT

COSTCO IS THE THE STORE CONTAINING BOTH BRANDED HOUSE AND HOUSE OF BRANDS. THE OBJECTIVE WAS TO REDESIGN THE ENTIRE LOOK AND FEEL OF COSTCO INCLUDING THEIR LOGO. WE TRIED TO PUSH THE CONCEPT OF INFINITY THROUGH THE EXECUTION OF OUR LOGO BY SUGGESTING THE SYMBOL AT THE START AND END OF THE LOGO WITH THE ‘C’ AND ‘O’.

Branded House

Kirkland Bath

THIS IS KIRKLAND’S BATH AND BODY LINE. THE SYSTEM CONSISTS OF A VARIETY OF SHAMPOOS, CONDITIONERS, LOTIONS AND TOOTHPASTES. EVERYTHING THAT IS NEEDED DAILY TO TAKE CARE OF YOURSELF AND YOUR BODY CAN BE FOUND IN THIS SECTION OF THE DEPARTMENT.

Kirkland Cleaning

THIS IS KIRKLAND’S CLEANING LINE. THE SYSTEM CONSISTS OF LAUNDRY

PROJECT TITLE _ COSTCO REBRANDING

Costco

INSTRUCTOR _ MICHAEL OSBORNE

Main Brand

DETERGENTS, BLEACH, TOILET BOWL CLEANERS, KITCHEN COUNTER CLEANER

THIS IS KIRKLAND’S PAPER GOODS LINE. EVERYTHING FROM PAPER TOWELS, TOILET PAPER TO PAPER NAPKINS, TISSUES, TO PAPER PLATES AND CUPS CAN BE FOUND IN THIS SECTION.

Kirkland Apparel

THIS IS KIRKLAND’S BASIC APPAREL LINE. PRODUCTS LIKE BASIC TEES, SOCKS AND UNDERWEAR CAN BE FOUND HERE. WE ALL NEED THESE THREE THINGS IN BULK, AND WHAT’S A BETTER PLACE THAN COSTCO FOR ALL THESE ITEMS?

Kirkland Household

THIS IS KIRKLAND’S HOUSEHOLD GOODS LINE, CONSISTING OF GARBAGE BAGS, CLEANING SPONGES, ALUMINIUM FOIL, CLING WRAP. ALL THE EVERYDAY THINGS

Unoriginal

Kirkland Paper

SENIOR PORTFOLIO

THIS IS WHERE YOU COME FIND IT ALL.

C O U R S E _ PA C K A G E D E S I G N 4

AND ALL PURPOSE CLEANER. TO KEEP A CLEAN AND GOOD SMELLING HOME,

YOU NEED TO MAINTAIN YOUR KITCHEN AND HOME WILL BE SITTING IN THIS

Kirkland Food

THIS IS KIRKLAND’S FOOD LINE, CONSISTING OF A COLLECTION OF AUTHENTIC PASTAS, PASTA SAUCES, NUTS, GIGANTIC CEREAL BOXES AND TRAYS OF WATER BOTTLES. THESE THINGS ARE DEFINITELY NEEDED IN BULK IN EVERY HOME.

Harshyla Singh

PART OF THE DEPARTMENT.


PA G E # 143

House of Brands

Ollie’s Baking Co.

OLLIE’S BAKING CO. IS COSTCO’S BAKERY AND CAFE. THE BAKERY WAS ESTABLISHED IN 1945 AND CONSISTS OF AN AUTHENTIC COLLECTION OF ARTISINAL BREADS AND OTHER BAKED GOODS. OLLIE’S TAKES PRIDE IN IT’S QUALITY AND HERITAGE AND CONSIDERS THESE TWO ELEMENTS ITS BUILDING BLOCKS. BESIDES BEING A CAFE, AND PURCHASING FRESHLY BAKED GOODS, ONE CAN ALSO FIND INGREDIENTS USED TO MAKE THEM.

Burley and Knapp

BURLEY AND KNAPP IS A NEW LINE OF POWER TOOLS AND BUILDING EQUIPMENT THAT ARE DESIGNED FOR THE EASE OF USE AND PRACTICALITY. UTILITARIAN, YET EDGY, HANDY, YET SEXY IS WHAT THIS LINE BRINGS OUT IN THE TOOLS. NO LONGER WILL ALL THOSE BUILDING PROJECTS BE SO INTIMIDATING. THESE TOOLS WERE MADE TO MAKE THOSE JOBS EASY BREEZY.

Counter 74

COUNTER 74 IS A PREMIUM LINE OF CHEF QUALITY KITCHEN EQUIPMENT. CRAFTSMANSHIP AND TECHNOLOGY MEET IN PERFECT HARMONY TO BRING THE BEST TO YOUR KITCHEN AND LIFESTYLE. SLEEK, AUTHENTIC AND SEXY IS WHAT WE GO FOR, WHEN WE SAY COUNTER 74. LET YOURSELF INDULGE IN THESE LUXURY APPLIANCES TO BRING OUT THE INNER CHEF IN YOU THAT YOU’VE ALWAYS WANTED TO SECRETLY BE!

Noc Noc

NOC NOC IS A COSTCO ENDORSED KID’S BRAND THAT CONSISTS OF FUN AND EXCITING ECO- FRIENDLY PRODUCTS. THIS LINE WILL DEFINITELY INVOKE A SPARK IN YOUR KID THE MOMENT THEY WALK INTO THIS SECTION. THE LINE OF ECO - FRIENDLY TOYS DOESN’T ONLY SERVE AS A RECREATIONAL ACTIVITY FOR YOUR CHILD, BUT ALSO EDUCATIONAL AND MAKES LEARNING FUN!


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 144

/ 09.1

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E # 145

Objective

Solution

TO REBRAND COSTCO AND IT’S BRAND KIRKLAND AND MAKE IT MORE UNIQUE AND AFFECTIVE IN THE MARKETPLACE.

GOOD THINGS DO COME IN BIG PACKAGES. THIS IS WHAT WE STOOD BY WHILE DESIGNING THE ENTIRE LINE FOR KIRKLAND. THE WHOLE IDEA IS FOR THE CONSUMER TO BE ABLE TO SEE THE PRODUCT THEY ARE PURCHASING. ‘YOU GET WHAT YOU SEE’ IS THE CONCEPT BEHIND THIS LINE OF PRODUCTS, WHERE EVERY LINE EITHER SHOWS THE PRODUCT ON THE INSIDE OR HAS A PHOTOGRAPH OF IT ON THE PACKAGING. WE THEN DIVIDED KIRKLAND INTO SIX LINES. FOOD, HOME, BATH, CLEANING, APPAREL AND PAPER GOODS. TO MAKE THINGS EASIER WE ASSIGNED AN ICON TO EACH DEPARTMENT WITHIN KIRKLAND SO THAT IT IS EASIER FOR CUSTOMERS TO GO BUY EXACTLY WHAT THEY ARE LOOKING FOR. WE MADE KIRKLAND AS SIMPLE AND PRACTICAL AS POSSIBLE SINCE THE AUDIENCE BEING CATERED HERE IS THE GENERAL PUBLIC.

Deliverables

BATH CLEANING PAPER GOODS APPAREL HOME FOOD

Adjectives

COST CONSCIOUS PRACTICAL STRAIGHT-FORWARD TRUSTWORTHY REALISTIC


# 146 02 PA G E page

/ 09.1 PROJECT / 06

PROJECT

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PA G E

# 147


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 148

/ 09.1

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 149


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 150

/ 09.1

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 151


152 # PA G E

PROJECT

/ 09.1

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PA G E

# 153


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 154

/ 09.2

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E # 155

Objective

TO CREATE A PRIVATE LABEL FOR COSTCO THAT CATERS BAKED GOODS AND

Solution

WE DECIDED THAT IF THERE IS ONE THING COSTCO NEEDS, IT’S A BAKERY

CAFETERIA QUALITY PRODUCTS.

AND CAFE WITHIN THE STORE. WHAT BETTER WAY TO SHOP THAN TO BROWSE AROUND HOLDING YOUR VERY OWN CUP OF AUTHENTIC COLUMBIAN COFFEE! OLLIE’S BAKING CO. CONSISTS OF ARTISINAL BAKED GOODS FROM BREADS, TO MUFFINS AND CROISSANTS. NOT ONLY DOES THE CAFE SELL BAKED GOODS BUT ALSO THE INGREDIENTS USED TO MAKE THESE ITEMS. QUALITY INGREDIENTS AND PASSION FOR FOOD ARE THE FOUNDATION FOR OLLIE’S. IT ALSO BRINGS TOGETHER THE RICH HERITAGE OF A VARIETY OF COFFEES AND AUTHENTICITY. RUSTIC, YET TRENDY, OLLIE’S CATERS TO AUDIENCES OF ALL AGES. NOT ONLY DOES OLLIE’S BAKE DELICIOUSLY FRESH GOODIES DAILY, THEY ALSO SELL TOP OF THE LINE QUALITY COOKING INGREDIENTS. ALONG WITH THESE ITEMS OLLIE’S SELLS SPECIALTY ITEMS FROM AROUND THE WORLD INCLUDING 10 LB. BURLAP SACS OF COFFEE. PROCEEDS FROM COFFEE SALES GO BACK TO HELPING AN ENDANGERED SPECIES IN THE COUNTRY OF THE COFFEE’S ORIGIN.

Deliverables

OLIVE OIL DRIZZLES EXTRACTS CAKE MIXES WHOLE COFFEE BEANS TAKE OUT ITEMS FRENCH BREAD COOKIES

Adjectives

ARTISINAL HAND CRAFTED AUTHENTIC ETHNIC RUSTIC


156 # PA G E

PROJECT

/ 09.2

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PA G E

# 157


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 158

/ 09.2

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 159


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 160

/ 09.2

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 161


162 # PA G E

PROJECT

/ 09.2

FEATURED ON THE dieline and lovely package


PA G E

# 163


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 164

/ 09.2

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 165


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 166

/ 09.2

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 167


168 # PA G E

PROJECT

/ 09.2

FEATURED ON THE dieline and lovely package


PA G E

# 169


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 170

/ 09.3

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E # 171

Objective

Solution

TO CREATE A PRIVATE LINE OF POWER TOOLS AND BUILDING EQUIPMENT THAT ARE DESIGNED FOR PRACTICAL AND HEAVYLIFTING JOBS.

BURLEY AND KNAPP IS A NEW LINE OF POWER TOOLS AND BUILDING EQUIPMENT THAT ARE DESIGNED FOR THE EASE OF USE AND PRACTICALITY. UTILITARIAN, YET EDGY, HANDY, YET SEXY IS WHAT THIS LINE BRINGS OUT IN THE TOOLS. THE INSPIRATION BEHID THE STYLYSTIC DEVELOPMENT OF THIS LINE WAS A BAUHAUS INDUSTRIAL LOOK. ANOTHER MAJOR INFLUENCING ELEMENT WAS BLUE PRINT. IT DEFINITELY SPEAKS TO A PROFESSIONAL CROWD AND DELIVERS THE MESSAGE ACROSS SUCCESSFULLY, INDICATING THAT THESE ARE POWER TOOLS FOR SERIOUS BUSINESS. BUT KEEPING THIS IN MIND, WE BLENDED IT IN WITH A MODERN AND EDGY LOOK WITH THE POP OF ORANGE IN THE LOGO. WE FELT THIS MARK IS WHAT BRINGS THE LINE BACK DOWN TO EARTH, AND MAKES IT MORE APPROACHABLE AND AFFORDABLE. NO LONGER WILL ALL THOSE BUILDING PROJECTS BE SO INTIMIDATING. THESE TOOLS WERE MADE TO MAKE THOSE JOBS EASY BREEZY.

Deliverables

CORDLESS DRILL SANDER SAW SCREWS NAILS

Adjectives

INDUSTRIAL TECHNICAL SEXY BLUE PRINT HEAVY


172 # PA G E

PROJECT

/ 09.3

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PA G E

# 173


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 174

/ 09.3

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 175


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 176

/ 09.4

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E # 177

Objective

Solution

TO CREATE A HIGH-END LINE OF KITCHEN APPLIANCES THAT CAN CO-EXIST IN THE MARKET PLACE WITH LOWER-END PRODUCTS.

COUNTER 74 WAS CREATED TO SELL CHEF QUALITY HIGH-END KICTHEN APPLIANCES THAT ARE SOPHISTICATED, YET DOWN TO EARTH. FOR THIS PURPOSE IT IS APPROACHABLE TO THE GENERAL PUBLIC THAT GOES TO COSTCO. THE STYLISTIC APPROACH FOR THIS WAS TO MAKE IT SLEEK, YET AUTHENTIC AND TRUSTWORTHY. SEXY IS WHAT WE GO FOR, WHEN WE SAY COUNTER 74. WHEN SHOPPING FOR KITCHEN APPLIANCES, CONSUMERS WANT THE MOST FOR THEIR MONEY WITHOUT SACRIFICING QUALITY. COUNTER 74 DOES EXACTLY THIS AND VERY SUCCESSFULLY. THIS LINE WAS DESIGNED WITH FAMILY IN MIND. LARGE SILVERWARE AND KNIFE SETS, AND A HIGH YIELDING COFFEE POT AND TOASTER ARE AMONG THE PRODUCTS IN THIS MODERN AND STYLISH LINE. LET YOURSELF INDULGE IN THESE LUXURY APPLIANCES TO BRING OUT THE INNER CHEF IN YOU THAT YOU’VE ALWAYS WANTED TO SECRETLY BE!

Deliverables

BAR SET TOASTER KNIFE SET SILVERWARE SET JUICER COFFEE MAKER

Adjectives

SLEEK SEXY RUSTIC UNDERSTATED ELEGANT


178 # PA G E

PROJECT

/ 09.4

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PA G E

# 179


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 180

/ 09.4

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 181


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 182

/ 09.5

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E # 183

Objective

Solution

TO CREATE A COSTCO ENDORSED ECO-FRIENDLY LINE OF KID’S PRODUCTS TO CATER TO A YOUNGER AND MORE FUN AUDIENCE.

NOC NOC WAS CREATED FOR TWO PURPOSES. THOSE BEING EDUCATIONAL AND PLAYFUL. THIS LINE OF ECO-FRIENDLY PRODUCTS WILL MELT YOUR HEART AND INSTILL A SENSE OF KNOWLEDGE INTO YOU KIDS, WHICH MAKES LEARNING ALL THE MORE FUN FOR THEM. WHAT BETTER WAY TO INSTILL A GREEN MENTALITY INTO OUR CHILDREN THAN TO START THEM OFF AT AN EARLY AGE. THIS LINE IS PACKED WITH CUTENESS. ALL PRODUCTS IN THIS LINE ARE MADE FROM RECYCLED OR BIODEGRADABLE MATERIALS. FOR INSTANCE, THE NOC NOC TOY LINE CONSISTS OF A DUMP TRUCK, TEA SET, BUILDING BLOCKS AND BEACH TOYS MADE FROM 100 PERCENT RECYCLED MILK CARTONS. WE WANTED TO MAKE THIS LINE FUN AND QUIRKY AND ILLUSTRATION ORIENTED. KIDS LOVE STORY BOOKS AND SO WE SEE NOC NOC ALMOST IN THAT LIGHT, WHERE EVERY ILLUSTRATION ON THE PACKAGING CREATES A STORY FOR YOUR CHILD. ‘ALL WORK AND ALL PLAY, DOESN’T MAKE JACK A DULL BOY.’ IS WHAT WE AIM FOR!

Deliverables

DUMP TRUCK TEA SET BUILDING BLOCKS BEACH TOYS SHAMPOO CONDITIONER BODY WASH BUBBLE BATH SCHOOL SUPPLIES

Adjectives

QUIRKY ILLUSTRATIVE PLAYFUL COLORFUL WHIMSICAL


184 # PA G E

PROJECT

/ 09.5

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PA G E

# 185


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 186

/ 09.5

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 187


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 188

/ 09.5

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 189


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 190

/ 09.5

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 191


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 192

/ 09.5

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 193


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 194

/ 09.5

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 195


SENIOR PORTFOLIO

Unoriginal

C O U R S E _ PA C K A G E D E S I G N 4

PROJECT TITLE _ COSTCO REBRANDING

INSTRUCTOR _ MICHAEL OSBORNE

# 196

/ 09.5

Harshyla Singh

PA G E

PROJECT

FEATURED ON THE dieline and lovely package


PA G E

# 197


PROJECT TITLE _ IDENTITY

A mark. A symbol. A meaning.

C O U R S E _ VA R I O U S

I N S T R U C T O R _ VA R I O U S

10

Unoriginal

/

SENIOR PORTFOLIO

INSPIRATION

Harshyla Singh

PA G E

# 198

PROJECT

/ 10


PA G E

# 199


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

C O U R S E _ VA R I O U S

PROJECT TITLE _ IDENTITY

I N S T R U C T O R _ VA R I O U S

PA G E

# 200

PROJECT

/ 10


PA G E

# 201


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

C O U R S E _ VA R I O U S

PROJECT TITLE _ IDENTITY

I N S T R U C T O R _ VA R I O U S

PA G E

# 202

PROJECT

/ 10


PA G E

# 203


Harshyla Singh

SENIOR PORTFOLIO

Unoriginal

C O U R S E _ VA R I O U S

PROJECT TITLE _ IDENTITY

I N S T R U C T O R _ VA R I O U S

PA G E

# 204

PROJECT

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PA G E

# 205


206 # PA G E

Thank you !


PA G E # 207

Family

THIS BOOK IS DEDICATED TO MY DAD. THE GREATEST B.A.M.F I EVER KNEW! I MISS YOU LIKE CRAZY. THANK YOU DADIJI. THIS HAS ONLY HAPPENED BECAUSE OF YOU AND YOUR SUPPORT. I MISS YOU SO MUCH AND I’M SURE THAT YOU’RE LOOKING DOWN AND SMILING AWAY! POOPS! YOU ARE GREATLY RESPONSIBLE FOR MAKING ALL MY PROJECTS A SUCCESS. YOU KNOW WHY! I LOVE YOU! AND LAST BUT NOT LEAST, GULLI, FOR BEING THE BEST BROTHER IN THE WORLD!

Faculty and Instructors

A BIG THANK YOU TO MARY SCOTT, AUDREY DONALDSON, MICHAEL OSBORNE, TOM MCNULTY, ARIEL GREY, NICOLE FLORES, TODD HEDGEPETH, AND CHRISTINE GEORGE. I ONLY STAND HERE TODAY AS A DESIGNER BECAUSE OF YOU GUYS. A SPECIAL THANKS TO MICHAEL FOR BEING F*CKING AWESOME AND MAKING ME FALL EVEN MORE IN LOVE WITH PACKAGE DESIGN.

Friends and Family

MY J’S BACK HOME, TA AND POO. LOVE YOU BOTH SO MUCH! KACESI, YOU HAVE BEEN A CONSTANT SOURCE OF STRENGTH AND SUPPORT THROUOUT MY TIME HERE AT THE ACADEMY. LAURA AND ADAM! FOR OPENING MY EYES UP TO LET’S JUST SAY A LOT OF THINGS IN THE PAST YEAR. YOU GUYS ARE AMAZEBALLS! AND LAST BUT NOT LEAST, MY ROOMIE AND FRIEND, PHOEBE! THIS PORTFOLIO WOULD NOT HAVE BEEN COMPLETED WITHOUT YOU. THANKS FOR YELLING AND BEING A TOTAL B*TCH TO ME FOR THE PAST SEVEN WEEKS! LOVE YOU ALL!

Vendors and Services

THE KEY PRINTING AND BINDING, VOLTA PRESS AND PROGRESSIVE PRINTING. YOU GUYS TRULY MADE THIS POSSIBLE. A SPECIAL THANKS TO LAUREEN FROM VOLTA. YOU’RE AN ANGEL!


208 # PA G E

Portfolio

UNORIGINAL

Designer

HARSHYLA SINGH HARSHYLASINGH.COM / HARSHYLA05@GMAIL.COM / 650 283 4594

Instructor

MARY SCOTT ACADEMY OF ART UNIVERSITY, SCHOOL OF GRAPHIC DESIGN 79 NEW MONTGOMERY STREET, SAN FRANCISCO, CA

Binding

THE KEY PRINTING AND BINDING 5849 OCEAN VIEW DR. OAKLAND, CA 94268 / 510 595 3311

Photography Typefaces

PHOEBE MAK AND HARSHYLA SINGH

BAUER BODONI / BLACK ITALIC, INFOOFFICE / REGULAR, BODONI ITALIC

Printer

PROGRESSIVE PRINTING SOLUTIONS 2170 MARTIN AVENUE, SANTA CLARA, CA 95050 / 408 982 1790

Software Paper Stock

ADOBE INDESIGN, ILLUSTRATOR, PHOTOSHOP, BRIDGE CS5

NEENAH ENVIRONMENT TEXT 8O LB


FINAL SENIOR PORTFOLIO  

Selected works of Harshyla Singh

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