Page 1

JOURNEY Fr o m C e r e s t o S a n Fr a n c i s c o


jenna huerta | Portfolio

j ou r n e y

My journey began in one place...Home. I would not be where I am today if i had not been raised in a small town. I am sure the name is unfamiliar to most, but the place I call home is also known by its formal name, Ceres. It’s typical to places described in country songs, located in the middle of nowhere, where everybody knows your name. Most importantly, it’s where I spent my childhood and came to know what some might call the bare necessities. This book is dedicated to my journey and everyone who has helped and guided me along the way.

02


03


jenna huerta | Portfolio

04

j ou r n e y


05


jenna huerta | Portfolio

j ou r n e y

TA B L E O F C O NT E NTS

PRINT 10-23 she and him tour book 24-35 water campaign brochure 36-55 type armageddon book

56-61 save the pandas poster 62-67 the bad seed movie poster

68-73 princess posters 74-79 letterpress broadside 80-85 the quotable walt 86-91 pressed lady on the go

06


table of contents

PAC K AG I NG 92-103

bella vita mineral water

104-113

schwinn lamp

114-127

loredona wine

128-149

kohl’s group project

IDENTITY 150-159 collection of logo designs

07


jenna huerta | Portfolio

08

j ou r n e y


a journey of a thousand miles begins with one step.

PRINT

/

pac k ag i ng

/

identity

PRINT Nº 1 she and him tour book a music tour book for the band, she and him. this retro folk group has a one of a kind style that is sure to bring delightful music to your ears.

Nº 2 water campaign brochure a campaign to bring awareness to the scarcity of water in third world countries.

Nº 3 type armageddon book a typographic book based upon the idea that the world may end in 2012 and the impact it would have on designers.

Nº 4 save the pandas poster an awareness poster to call attention to deforestation and the effects it has on our furry friends.

Nº 5 the bad seed movie poster a poster for the classic movie the bad seed starring patty mccormack.

Nº 6 princess posters

a collection of posters to call attention to some of the negative affects that the princess industry may have on younger children.

Nº 7 letterpress broadside a broadside featuring the poem, oh the places you’ll go by dr. seuss.

Nº 8 the quotable walt a small letterpressed book featuring some of walt disney’s most famous quotes.

Nº 9 luggage tags set of letterpressed and linoleum block luggage tags.

09


jenna huerta | Portfolio

10

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nº 1 she and him tour book

I DON’T LIKE YOU, BUT I LOVE YOU.

Nº 1 project

She and Him Tour Book and Website

course

Print Media 1

instructor

Troy Alders

materials

Self bound book, Recycled drawing paper

key words

Simple, Clean, Retro, Vintage

objective

TO CHOOSE A FAVORITE BAND AND CREATE A TOUR BOOK THAT VISUALLY REPRESENTS THE OVERALL FEELING AND STYLE OF NOT ONLY THE BAND BUT THEIR MUSIC AS WELL. ALSO, TO CREATE A FIVE P AGE WEBSITE BASED UPON THE OVERALL FEELING AND STYLE OF THE .

solution

IN APPROACHING THIS PROBLEM, I HAD JUST DISCOVERED A NEW BAND THAT INSTANTLY BECAME ONE OF MY FAVORITES, SHE & HIM. THEY ARE A FOLK POP DUO MADE UP OF ONE GUY, AND ONE GIRL. THEIR STYLE IS VERY SIMPLE YET UNIQUE, OFTEN EVOKING A BYGONE ERA. THESE TWO SINGERS CAN EASILY MAKE THE MOST SADDEST OF SONGS FEEL LIKE A HAPPY LOVE TUNE. FOR THEIR TOUR BOOK I WANTED TO CONVEY THEIR STYLE THROUGH SIMPLE, AUTHENTIC AND SOMEWHAT VINTAGE DESIGN. 11


jenna huerta | Portfolio

12

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 1 she and him tour book

13


jenna huerta | Portfolio

14

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 1 she and him tour book

15


jenna huerta | Portfolio

Was there a moment while making or touring behind Volume One where you guys thought, "This is something I could do for a while?" M. Ward: I knew it could be a long-lasting thing after first hearing Zooey's demos because she had much more than one record's worth of material, and the quality of the songs was so great. Zooey Deschanel: And I have so much respect for Matt. As long as he will work with me, I will work with him. MW: This is where we fist bump. [Zooey and Matt bump fists.] There's at least one fist bump every interview. ZD: There might be two, we don't know. But yeah, when I send a demo MP3 to Matt he'll always come up with production ideas that I never would have thought of in a million years. It's really fun to watch the songs blossom and unfold. Blossoming and unfolding are basically the same thing, but blossoming is more romantic, wouldn't you agree? [laughs] MW: Blossoming is more floral. ZD: Yeah, unfolding is more...

When you guys are in the studio, do you bring each other records to use as references? ZD: Yeah. Whenever I buy a record I like, I will send a copy or at least a couple songs to Matt because we have very similar taste and it makes our language even more fluent. MW: That's a big part of the collaboration. Zooey turned me onto Darlene Love, Connie Francis-a lot of female singers. ZD: You gave me that NRBQ record and that first Yo La Tengo record, which I freaking love. Pitchfork: Zooey, when listening to your lyrics I sometimes feel like a big sister is giving me advice. Would you say that's part of your personality? ZD: [laughs] I like that. But I think it's more me giving advice to myself, actually. I'll have these internal moments where I'm empathizing with someone else or feeling something myself, but I'm like, "How can I see the best in this situation?" Sometimes those are the moments where you can have the most clarity. Like, "What would I tell myself if I were someone else?" or, "How would I feel if I were this person?" I think I have some sort of transferring empathy-- I get a lot of inspiration from that. MW: Well said.

Are there any examples of songs on the new album that you wrote one way and then it turned into something else after working on it with Matt?

Why do you have an aversion to more contemporary songwriting styles and references?

ZD: For "In the Sun", I originally composed it with a classic jazz chord progression-- with a little chromatic step-- and it was slower. But we got in the studio and Matt was like, "Why don't we put a Bee Gees beat on it?" And it totally came to life in a way I didn't expect.

ZD: I dunno. "Sing" is just slightly out of my comfort zone, but I think that's good. There are definitely things that were on the first record-- like the mouth trumpet solo on "This Is Not a Test"-- that I was like, "I don't know. You can't have a mouth trumpet solo." But I trust Matt and look to him for advice, and he was like, "I think the mouth trumpet is awesome."

MW: We were able to use those same chords, but it doesn't sound like jazz, it just sounds rich. People like Paul McCartney, Stevie Wonder, and Johnny Marr are geniuses at bringing in those major seventh and sixth and ninth chords in different ways.

MW: I wasn't in the control room saying, "How 'bout a mouth trumpet." She came up with it on her own, and I just opened the door.

ZD: I love a sixth chord. It's fun to take things from Gershwin and Cole Porter-- something a little more complex-- and make it sound like pop music. There are a million examples of not feeling the jazz, but using the jazz. [laughs] Carole King does it a lot.

ZD: And now I'm psyched that there's a mouth trumpet on that song. MW: It might be the first song ever to have a good mouth trumpet solo.

-interview with Ryan Dorbel (Pitchfork)

www.sheandhim.com

16

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 1 she and him tour book

17


jenna huerta | Portfolio

18

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 1 she and him tour book

19


10

jenna huerta | Portfolio

20

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 1 she and him tour book

21


jenna huerta | Portfolio

HOME

ABOUT

NEWS

TOUR

PHOTOS

She & Him make music for an eternal springtime, when the temperature is warm enough to go riding with the top (or at least the windows) rolled down and the radio turned up. They occupy an alternate universe where the saddest of songs feel as warm as sun showers; the rain may be coming down, but somewhere nearby, everything looks bright. What began as a fascinating, no-strings attached collaboration on 2008’s Volume One has evolved into a bona fide, touring band, and She & Him are here to stay. Zooey Deschanel and Matt Ward are as comfortable and complementary a musical pair as Les Paul and Mary Ford; hearing them again on Volume Two feels like getting together with two old friends. This time, the harmonies have grown more angelically layered, the string arrangements more dramatic, the songwriting even sharper and more confident. But, as with Volume One, the prevailing mood is bittersweet, dreamy, and romantic.

FOLLOW US!

HOME

ABOUT

NEWS

TOUR

PHOTOS

FOLLOW US!

HOME

ABOUT

NEWS

TOUR

PHOTOS

SHE & HIM ON CONAN LAST NIGHT! PLUS BONUS BEHIND THE SCENES VIDEO!

NEXT

FOLLOW US!

HOME

ABOUT

NEWS

New York, New York 10/02/10

Las Vegas, Nevada 10/15/10

Pittsburgh, Pennsylvania 10/04/10

Las Vegas, Nevada 10/16/10

Pittsburgh, Pennsylvania 10/05/10

San Francisco, California 10/17/10

Chicago, Illinois 10/06/10

Los Angeles, California 10/18/10

Dallas, Texas 10/10/10

Los Angeles, California 10/19/10

TOUR

PHOTOS

Austin, Texas 10/11/10 Phoenix, Arizona 10/12/10

To order tickets, CLICK HERE. If you would like to order by phone, please call 1-888-298-2001

FOLLOW US!

22

j ou r n e y


PRINT

/

pac k ag i ng

/

HOME

Nยบ 1 she and him tour book

identity

ABOUT

NEWS

TOUR

PHOTOS

JOIN OUR MAILING LIST!

JOIN

VOLUME TWO - IN THE SUN

FOLLOW US!

23


jenna huerta | Portfolio

24

j ou r n e y


PRINT

/

pac k ag i ng

/

Nยบ 2 water campaign brochure

identity

WHO NEEDS WATER THESE DAYS.

Nยบ 2 project

Water.Org Awareness Campaign

course

Graphic Design 2

instructor

Laura Milton

materials

Recycled Sketch Paper

key words

Clean, Bold, Informative

objective

TO CREATE A SOCIAL AWARENESS CAMPAIGN FOR A CURRENT GLOBAL ISSUE THROUGH THE USE OF A BROCHURE AND OTHER CAMPAIGN ITEMS.

solution

THE SCARCITY OF POTABLE WATER IS ONE OF THE MOST CHALLENGING SITUATIONS FACING THIRD WORLD COUNTRIES TODAY. I CHOSE TO USE BOLD, SHOCKING IMAGES AND GRAPHICS TO COMMUNICATE THE SEVERITY OF THIS PROBLEM.

25


jenna huerta | Portfolio

26

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ/2

2 water campaignCAMPAIGN brochure WATER AWARENESS Nยบ

27


jenna huerta | Portfolio

28

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 2 water campaign brochure

29


Jenna Huerta | Portfolio

j ou r n e y

E

A

30


EVERY 20 SECONDS PRINT

/

pac k ag i ng

/

identity

Nยบ 2 water campaign brochure

A CHILD DIES FROM A

WATER

RELATED 31


Jenna Huerta | Portfolio

32

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 2 water campaign brochure

33


Jenna Huerta | Portfolio

34

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 2 water campaign brochure

35


Jenna Huerta | Portfolio

36

j ou r n e y


PRINT

/

pac k ag i ng

/

Nยบ 3 typographic armageddon book

identity

A DOOMSDAY OF SORTS.

Nยบ 3 project

What If? A Typographic Armageddon Book

course

Typography 3

instructor

Ariel Grey

materials

Epson Heavy Weight Matte Paper

key words

Chaos, Intrigue, Disorder

objective

TO CREATE A TYPOGRAPHIC BOOK FOR A FICTIONAL TYPE-THEMED CONFERENCE. THE BOOK MUST EVOKE THE SENTIMENT OF THE CONFERENCE AND BE REPRESENTATIVE OF WHAT THE ATTENDEES WOULD EXPERIENCE BY PARTICIPATING.

solution

THE CONCEPT THAT MOTIVATED MY APPROACH TO THIS PROJECT IS THAT PRINT WILL NEVER DIE. INFUSED IN THIS WORK IS THE POPULAR THEORY THAT THE WORLD WILL END IN 2012. I WANTED TO TAKE THIS OPPORTUNITY TO POSTULATE WHAT DESIGNERS WOULD DO IF COMMONLY USED TECHNOLOGIES WERE TO DISAPPEAR, CAUSING THEM TO DEPEND ON MANUAL DESIGN SKILLS. THE PURPOSE OF THE CONFERENCE IS FOR DESIGNERS TO HAVE AN OPPORTUNITY TO WORK THEIR CRAFT WITH AND WITHOUT TECHNOLOGY.

37


Jenna Huerta | Portfolio

38

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

39


Jenna Huerta | Portfolio

40

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

41


Jenna Huerta | Portfolio

42

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

43


Jenna Huerta | Portfolio

44

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

45


Jenna Huerta | Portfolio

46

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

47


Jenna Huerta | Portfolio

48

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

49


Jenna Huerta | Portfolio

50

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

51


Jenna Huerta | Portfolio

52

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

53


Jenna Huerta | Portfolio

54

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 3 typographic armageddon book

55


Jenna Huerta | Portfolio

56

j ou r n e y


PRINT

/

pac k ag i ng

/

Nº 4 save the pandas poster

identity

SOMEBODY SAVE THE POOR PANDAS.

Nº 4 project

Environment Awareness Poster

course

Print Media 1

instructor

Troy Alders

materials

Recycled Newsprint

key words

Green, Informative, Emotional

objective

TO CREATE A POSTER THAT BRINGS AWARENESS TO A CONTEMPORARY GLOBAL ENVIRONMENTAL ISSUE. THE CHALLENGE OF THIS ASSIGNMENT WAS TO EVOKE AN EMOTION IN THE VIEWER ABOUT THE PROBLEM IN A NON LITERAL WAY.

solution

WHEN APPROACHING THIS PROJECT I KNEW THAT I WANTED TO CALL ATTENTION TO THE INCREASING EPIDEMIC OF DEFORESTATION AND ITS EFFECT ON ANIMAL LIFE. MY INSPIRATION CAME FROM SAN FRANCISCO’S HOMELESS POPULATION AND THE SIMILARITIES I SEE BETWEEN THEM AND THE ANIMALS. IN ORDER TO DEMONSTRATE IT, I CREATED A UNIQUE APPROACH THAT WILL HOPEFULLY IGNITE A FIRE IN OTHERS TO ADDRESS THE PROBLEM.

57


Jenna Huerta | Portfolio

58

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 4 save the pandas poster

59


Jenna Huerta | Portfolio

60

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 4 save the pandas poster

61


Jenna Huerta | Portfolio

62

j ou r n e y


PRINT

/

pac k ag i ng

/

Nยบ 5 the bad seed movie poster

identity

YOU HIT HIM WITH YOUR SHOES?

Nยบ 5 project

The Bad Seed Movie Poster

course

Print Media 2

instructor

Roland Young

materials

Crayons, Epson Paper

key words

Unique, Unusual

objective

TO SELECT A CLASSIC OR CONTEMPORARY FILM AND CREATE A UNIQUE AND APPEALING POSTER THAT WILL MAGNETIZE A LARGER AUDIENCE.

solution

DUE TO MY APPRECIATION FOR CLASSIC FILMS, THE SUBJECT FOR THIS PROJECT IS ONE OF MY FAVORITES. DIRECTED BY MERVIN LEROY, THE BAD SEED (1956) TELLS THE STORY OF AN INNOCENT LOOKING CHILD WHO IS IN FACT A SERIAL KILLER. FOR THE POSTER I EXPERIMENTED WITH DIFFERENT MEDIUMS BEFORE DECIDING ON THE USE OF CRAYONS TO EMOTE THE FEELINGS OF A CHILD WRITING ON THE POSTER.

63


Jenna Huerta | Portfolio

64

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 5 the bad seed movie poster

65


Jenna Huerta | Portfolio

66

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 5 the bad seed movie poster

67


jenna huerta | Portfolio

68

j ou r n e y


PRINT

/

pac k ag i ng

/

Nยบ 6 princess posters

identity

HAPPILY EVER AFTER IS SO NOT HAPPY.

Nยบ 6 project

Princess Poster Series

course

Print Media 2

instructor

Roland Young

materials

Epson Paper, Canon Rebel

key words

Unique, Different, Truth

objective

TO ELECT A CURRENT SOCIAL ISSUE AND DEVELOP A POSTER SERIES THAT REFLECTS IT IN AN ORIGINAL WAY. THE CRITERIA FOR THIS PROJECT WAS TO INNOVATE AND DEVELOP SOMETHING THAT WAS NOT COMMONPLACE.

solution

FOR THIS PROJECT I CHOSE TO ILLUMINATE THE DETRIMENTAL EFFECTS OF CHILD BEAUTY PAGEANTS AND BEING FORCED TO APPEAR AS AN ADULT HAS ON YOUNG GIRLS IN THE UNITED STATES. DRAWING INSPIRATION FROM DISNEY PRINCESSES, I USED PHOTOGRAPHY TO POSTULATE THE POTENTIAL FUTURES OF THE YOUNG BEAUTY QUEENS.

69


Jenna Huerta | Portfolio

70

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 6 princess posters

71


Jenna Huerta | Portfolio

72

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 6 princess posters

73


jenna huerta | Portfolio

74

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nº 7

letterpress broadside

WHERE DO YOU THINK YOU’LL GO?

Nº 7 project

Dr. Seuss Letterpress Broadside

course

Letterpress 1

instructor

Macy Chadwick

materials

Woodblock type, Vandercook Printing Press, Polymer Plates

key words

Fun, Vintage, Young, Bright

objective

TO CREATE A LETTERPRESS BROADSIDE THAT FEATURES A SONG OR POEM OF CHOICE. THE BROADSIDE SHOULD DEMONSTRATE AT LEAST THREE DIFFERENT TECHNIQUES THAT CAN BE USED ON THE MACHINE.

solution

THE POEM I SELECTED FOR THIS PROJECT IS “OH, THE PLACES YOU’LL GO” BY DR. SEUSS (1990). IN ORDER TO CONVEY A WARM, CHILD-LIKE FEELING FOR THE BROADSIDE, I CHOSE A VINTAGE WOOD BLOCK TYPE, A PRESSURE PRINT AND POLYMER PLATES.

75


10

Jenna Huerta | Portfolio

76

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 7

letterpress broadside

77


Jenna Huerta | Portfolio

78

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 7

letterpress broadside

79


jenna huerta | Portfolio

80

j ou r n e y


PRINT

/

pac k ag i ng

/

Nยบ 8 the quotable walt book

identity

THE SIMPLEST OF IDEAS. A MOUSE.

Nยบ 8 project

The Quotable Walt Letterpress Book

course

Letterpress 1

instructor

Macy Chadwick

materials

Polymer Plates, Book Cover

key words

Bold, Bright, Magical

objective

TO ORIGINATE A FOUR-SPREAD BOOK FOR A CHOICE SUBJECT MATTER USING DIFFERENT PRINTING TECHNIQUES LEARNED THROUGHOUT THE DURATION OF THE SEMESTER.

solution

I USED THIS PROJECT AS AN OPPORTUNITY TO PAY HOMAGE TO ONE OF MY HEROS, MR. WALT DISNEY. THIS WAS ESPECIALLY TIMELY BECAUSE IT WAS DURING THIS TIME THAT I BEGAN VOLUNTEERING AT THE WALT DISNEY MUSEUM. I CHOSE TO PUT INSPIRATIONAL QUOTES IN BOLD, FUN AND UNIQUE TYPE TO COMMUNICATE THE ESSENCE OF THE BOOK.

81


Jenna Huerta | Portfolio

82

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 8 the quotable walt book

83


Jenna Huerta | Portfolio

84

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 8 the quotable walt book

85


jenna huerta | Portfolio

86

j ou r n e y


PRINT

/

pac k ag i ng

/

Nยบ 9 letterpress luggage tags

identity

A LOVELY PRESSED LADY ON THE GO.

Nยบ 9 project

Letterpress Luggage Tags

course

Letterpress 1

instructor

Macy Chadwick

materials

Handset Type, Linoleum Block, Vandercook Letterpress

key words

Parisian, Vintage, Delicate

objective

TO USE HANDSET TYPE AND LINOLEUM BLOCK CARVING TO DESIGN AND CREATE A LETTERPRESS LUGGAGE TAG.

solution

I DESIRED TO KEEP THE CONCEPT FOR THIS PROJECT SIMPLE AND SWEET. FIRST, I HANDSET THE TYPE, WHICH PRODUCED A VERY DELICATE LOOK. FROM THIS EMERGED A PARISIAN INSPIRED SILHOUETTE OF A YOUNG GIRL THAT I CARVED OUT OF A LINOLEUM BLOCK.

87


Jenna Huerta | Portfolio

88

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 9 letterpress luggage tags

89


Jenna Huerta | Portfolio

90

j ou r n e y


PRINT

/

pac k ag i ng

/

identity

Nยบ 9 letterpress luggage tags

91


jenna huerta | Portfolio

92

j ou r n e y


somewhere on your journey don’t forget to turn around and enjoy the view.

print

/

PACKAGING

/

identity

PAC K AG I NG Nº 10 bella vita mineral water bella vita mineral water is a six pack of packaged bottled water that was created as an original brand, that was inspired by vintage crate labels.

Nº 11

schwinn freedom lamp the schwinn commemorative lamp was designed to help the schwinn customer remember their childhood journeys and freedom on this quintessential bike.

Nº 12 loredona wine loredona wine is a set of three bottles, each label designed with the use of typography and a sophisticated yet charming style.

Nº 13 kohl’s group project a collaboration over a seven week period to develop eight brands that would increase the value for the kohl’s department store.

93


jenna huerta | Portfolio

94

j ou r n e y


print

/

PACKAGING

/

Nº 10 bella vita mineral water

identity

SUCH A BEAUTIFUL LIFE.

Nº 10 project

6-Pack Bella Vita Mineral Water

course

Package Design 2

instructor

Christine George

materials

Epson Luster Paper, Glass Bottles

key words

Vintage, Classic, Appealing

objective

TO DESIGN A SIX PACK OF BOTTLED WATER FOR A COMPANY OF CHOICE, EXISTING OR ENVISIONED BY THE STUDENT.

solution

BELLA VITA MINERAL WATER IS AN ORIGINAL BRAND THAT I CREATED FOR THIS PROJECT. I DESIRED A CLASSIC STYLE THAT REFLECTED THE APPEAL OF VINTAGE CRATE LABELS OF THE UNITED STATES. BELLA VITA MEANS “BEAUTIFUL LIFE,” WHICH I WANTED TO CONVEY IN THE PRODUCT THROUGH THE USE OF RICH COLORS.

95


jenna huerta | Portfolio

96

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 10 bella vita mineral water

97


jenna huerta | Portfolio

n c e i s

A L L E B e

s

s

e

n

c

j ou r n e y

1 9 3 2

VIT A

e

o

f

ITALIAN FLAVORED MINERAL WATER

98

6 FL OZ (355mL) GLASS BOTTLES


print

/

PACKAGING

/

identity

Nยบ 10 bella vita mineral water

99


jenna huerta | Portfolio

100

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 10 bella vita mineral water

101


jenna huerta | Portfolio

102

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 10 bella vita mineral water

103


jenna huerta | Portfolio

104

j ou r n e y


print

/

PACKAGING

/

Nº 11 schwinn commemorative lamp

identity

REMEMBER THE WIND IN YOUR HAIR?

Nº 11 project

Schwinn Commemorative Lamp

course

Package Design 3

instructor

Tom McNulty

materials

Metal, Wood, Velvet Paper and Lamination

key words

Classic, American, Memorable

objective

TO DESIGN A LAMP AND PACKAGING BASED ON A COMPANY OF CHOICE. ONE CRITERIA IS THAT THIS CHOSEN COMPANY SHOULD NOT BE A PRODUCER OF LAMPS OR LIGHTING PRODUCTS. THE CHALLENGE WAS TO CAPTURE THE ESSENCE OF THE BRAND WITHOUT BEING TOO LITERAL.

solution

SCHWINN BICYCLES WAS MY FIRST CHOICE TO USE IN THIS PROJECT. THIS BELOVED BRAND HAS IMPRINTED ON THE AMERICAN PSYCHE FOR GENERATIONS AND I WANTED TO DESIGN A LAMP THAT WOULD HELP THE SCHWINN CUSTOMER REMEMBER THE FEELING OF THOSE CHILDHOOD JOURNEYS AND FREEDOM ON THIS QUINTESSENTIAL BIKE. IN DOING SO, I CREATED “THE FREEDOM” COMMEMORATIVE LAMP.

105


10

Jenna Huerta | Portfolio jenna huerta | Portfolio

106

j ou r n e y


print

/

PACKAGING

/

identity

11

Nยบ/7 SCHWINN BICYCLE LAMP Nยบ 11 schwinn commemorative lamp

107


jenna huerta | Portfolio

108

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 11 schwinn commemorative lamp

109


jenna huerta | Portfolio

110

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 11 schwinn commemorative lamp

111


jenna huerta | Portfolio

112

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 11 schwinn commemorative lamp

113


jenna huerta | Portfolio

114

j ou r n e y


print

/

PACKAGING

/

Nº 12 loredona wine

identity

MY LADY FLOWER, MY FIRST LOVE...

Nº 12 project

Loredona Wine Bottles

course

Package Design 3

instructor

Tom McNulty

materials

Recycled Sketch Paper, Gold Metallic Transfers

key words

Sophisticated, Charming, Appealing

objective

TO RE-DESIGN THE LABELS OF AN EXISTING WINE COMPANY. THE CRITERIA FOR THIS PROJECT WAS THAT THE SET OF PRODUCTS INCLUDED ONE OF EACH OF THE FOLLOWING ITEMS: INEXPENSIVE BOTTLES OF CHARDONNAY AND CABERNET, AS WELL AS A HIGHER PRICED CABERNET AND GIFT BOX.

solution

I CHOSE LOREDONA VINEYARDS FOR THIS PROJECT BECAUSE OF ITS PROXIMITY TO MY HOMETOWN IN CALFORNIA’S CENTRAL VALLEY. BECAUSE THIS WINERY TYPICALLY PRODUCES EXCLUSIVELY WHITE WINES, A GREAT OPPORTUNITY AND CHALLENGE WAS PRESENTED FOR ME AS A DESIGNER. I CHOSE TYPOGRAPHY THAT WOULD APPEAL TO A LARGER AUDIENCE BY TRANSMITTING A SOPHISTICATED YET CHARMING LABEL.

115


jenna huerta | Portfolio

116

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 12 loredona wine

117


jenna huerta | Portfolio

118

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 12 loredona wine

119


jenna huerta | Portfolio

120

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 12 loredona wine

121


jenna huerta | Portfolio

122

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 12 loredona wine

123 11


10

Jenna Huerta | Portfolio jenna huerta | Portfolio

124

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ/8

11

LOREDONA BOTTLES Nยบ 12 WINE loredona wine

125


jenna huerta | Portfolio

126

j ou r n e y


print

/

PACKAGING

/

identity

Nยบ 12 loredona wine

127


jenna huerta | Portfolio

128

j ou r n e y


print

/

PACKAGING

/

Nº 13 kohl’s group project

identity

THERE IS NO I IN TEAM.

Nº 13 project

Kohl’s Collaborative Project

course

Package Design 4

instructor

Tom McNulty

team mates

Magali V, Loelle Mitchell

time period

7 - week course

objective

TO WORK AS A TEAM TO DEVELOP SIX TO EIGHT BRANDS FOR KOHLS DEPARTMENT STORE THAT INCLUDED OVER ONE HUNDRED PACKAGED ITEMS. THE GOAL OF THIS ENDEAVOR WAS TO MAKE THE STORE MORE DESIRABLE TO A LARGER AUDIENCE.

solution

MY TEAMMATES AND I COLLABORATED OVER A SEVEN WEEK PERIOD TO DEVELOP EIGHT BRANDS THAT WE BELIEVED WOULD MAKE KOHLS A MORE COMPETITIVE ENTERPRISE. OUR STRATEGY WAS TO INTRODUCE NEW BRANDS AS WELL AS TO RE-DESIGN SOME OF THOSE ALREADING EXISTING IN WAYS THAT WILL CATCH THE ATTENTION OF A NEW CONSUMERS. COLLECTIVELY WE PRODUCED EIGHT BRANDS AND OVER ONE HUNDRED TWENTY PACKAGED ITEMS.

129


jenna huerta | Portfolio

j ou r n e y

IN HOUSE BRANDS

kohl’s mission is to provide a family oriented department store that specializes in affordable quality products that range from american classics to european inspired brands for every member of the family.

NEW EUROPEAN BRANDS

NEW ENDORSED BRANDS

130


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

Organic baby line that specializes in healthy living for baby and new families. target audience: women/men 30+

Sleek and stylish men’s apparel and accesories line. target audience: men 25+

Celebrate the outdoors with vibrant colored patio ware and accessories. target audience: women/men 30+

Fine linen and bedding straight from the South of France to your home. target audience: women 30+

Modern Italian cookware that celebrates cooking with the family. target audience: women 30+

Stylish and modern camping gear and equipment for the family. target audience: women/men 30+

Unique barbeque and bar items with a southern feel for gentlemen of all ages. target audience: men 30+

131


jenna huerta | Portfolio

organic baby line that specializes in healthy living for baby and new families. target audience: women/men 30+

132

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

133


jenna huerta | Portfolio

134

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

135


jenna huerta | Portfolio

136

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

137


jenna huerta | Portfolio

138

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

139


jenna huerta | Portfolio

celebrate the outdoors with vibrant colored patio ware and accessories. target audience: women/men 30+

140

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

141


jenna huerta | Portfolio

142

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

143


jenna huerta | Portfolio

144

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

145


jenna huerta | Portfolio

146

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

147


jenna huerta | Portfolio

148

j ou r n e y


print

/

PACKAGING

/

identity

Nº 13 kohl’s group project

149


jenna huerta | Portfolio

150

j ou r n e y


too often we are so preoccupied with the destination, we forget the journey.

print

/

pac k ag i ng

/

IDENTIT Y

IDENTITY Nº 14 collection of logo designs a collection of logo marks from my past studies at the academy of art, including the following; - see’s candy - bellini italian cookware - loredona vineyards - c and w makeup - fiesta outdoor - first moment

151


jenna huerta | Portfolio

152

j ou r n e y


print

/

pac k ag i ng

/

Nยบ 14 collection of logomarks

IDENTIT Y

LESS IS MORE.

Nยบ 14 project

Collection of Logomarks

course

Identity 1 & 2 Package Design 2, 3 , & 4

instructors

Gordon Mortenson, Todd Hedgepeth, Tom McNulty

objective

TO CREATE CLEAN AND LEGIBLE LOGO MARKS FOR A GIVEN COMPANY. TO ENSURE THAT THE MESSAGE OF THE COMPANY CAN BE SEEN THROUGH THE LOGO WITH A CLEAR AND EASY READ.

s o l u t i o n THIS IS A COLLECTION OF DIFFERENT LOGO MARKS I HAVE CREATED OVER MY THREE YEAR PERIOD AT THE ACADEMY OF ART. THESE LOGOS WERE CREATED IN PACKAGING, PRINT, AND IDENTITY CLASSES FOR CERTAIN PROJECTS. MY GOAL FOR EACH LOGO WAS DIFFERENT BUT THEY ALL SERVE THE SAME PURPOSE; TO COMMUNICATE A RECOGNIZABLE MARK TO AN AUDIENCE.

153


jenna huerta | Portfolio

154

j ou r n e y


print

/

pac k ag i ng

/

IDENTIT Y

Nยบ 14 collection of logomarks

155


jenna huerta | Portfolio

156

j ou r n e y


print

/

pac k ag i ng

/

IDENTIT Y

Nยบ 14 collection of logomarks

157


jenna huerta | Portfolio

158

j ou r n e y


print

/

pac k ag i ng

/

IDENTIT Y

Nยบ 14 collection of logomarks

159


jenna huerta | Portfolio

j ou r n e y


thank you

There is not enough time nor enough words to give my thanks to two very special people whom I could not have done this journey without. Mom and Dad, this book is for you. i would also like to give a special thanks to; my family-For always being there when I needed them, and supporting my dreams no matter how insane they may seem. my friends-You know who you are, thank you for everything. my mentors-Mary Scott, Christine George, Tom McNulty, Roland Young, and Ariel Grey. Also to my Disney Pandora station for all those late nights of designing.


jenna huerta | Portfolio

copyright Š 2011 jenna huerta all rights reserved. no part of this book may be used or reproduced in any manner without consent from jenna huerta. published fall 2011 academy of art university 79 new montgomery st. san francisco, ca. 94105 school of graphic design department director / mary scott typeface mrs.eaves paper neenah environmennt 80# text binding the key printing & bindery printer progressive solutions end sheets canson mi tientes

j ou r n e y

Jenna Huerta Senior Portfolio  

Senior Portfolio - Academy of Art University 2011

Read more
Read more
Similar to
Popular now
Just for you