Portfolio Rhythm

Selected Works By Katherine Eastham

Katherine Eastham Phone: 410 802 3435 Email: keastham13@yahoo.com www.keasthamdesign.com Title of Book: Rhythm Academy of Art University, School of Graphic Design 79 New Montgomery, San Francisco, CA Course: Senior Portfolio Instructor: Mary Scott

COPYRIGHT 2014 ALL RIGHTS RESERVED. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without express permission of Katherine Eastham.

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P O RT F O L I O

RHYTHM

Selected Works By Katherine Eastham

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TABLE OF

CONTENTS

The work I have made over the years.

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01 PROJECT_

02 PROJECT_

10 - 19

20 - 35

GRAVITY FLOW

PAPER OR PLASTIC

PACKAGE DESIGN 3

TYPE 3

03 PROJECT_

04 PROJECT_

36 - 47

48 - 61

MERGING TOGETHER

ORDER BRISKLY

VISUAL SYSTEMS 1

INFORMATION DESIGN

05 PROJECT_

06 PROJECT_

62 - 71

72 - 81

GARDEN SMART

SAFETY FIRST

PACKAGE DESIGN 3

PACKAGE DESIGN 2

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07 PROJECT_

08 PROJECT_

82 - 89

90 - 99

TECH FOOD COMING

MYTH UNLOCKED

GRAPHIC DESIGN 2

PACKAGE DESIGN 2

09 PROJECT_

10 PROJECT_

100 - 115

116 - 165

NATURAL MOVES

SHOP SMART

VISUAL SYSTEMS 2

PACKAGE DESIGN 4

11 PROJECT_

ACKNOWLEDGEMENTS_

166 - 173

174 - 176

MEET MY BRANDS

COLOPHON

VISUAL IDENTITIES

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DEDICATED To those who supported me and encouraged me to go further. They are the ones I thank the most and to whom my work is dedicated.

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INTRODUCTION Rhythm is a theme that accurately describes a successful graphic design experience. My design projects always start with a non-stop flow of ideas.

As the ideas begin to gel into concepts that fit together, the effort of concentration and focus becomes more enjoyable. There is a growing sense of dedication and determination to see the project through to completion.

Working for hours can seem like minutes. Type, graphics, layout and medium come together and it is a joy to see it unfold. When all this happens I experience a sense of rhythm that stimulates my creative spirit.

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PROJECT

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GRAVITY FLOW

The love of wine made the design come alive.

OBJECTIVE

DELIVERABLES

Create a new packaging system for a family

Package design system

owned vineyard in Napa Valley, California.

A P P R OAC H

One high–end bottle [price point $100 or more]

I picked Palmaz Vineyards and created new

Two low–end bottles

packaging for their products. I also created a new

[price point $15–20]

logo to reflect their desire to emphasize that their wines are created with great precision. The target

Shipping crate and gift box

audience is people who care deeply that the wine they drink comes from the highest quality grapes and is produced and stored according to exacting

CO U R S E

standards. They celebrate true craftsmanship

Package Design 3

in winemaking. For key words I used fresh,

I N S T R U C TO R

dependable, simple.

Tom McNulty P R OJ E C T

Palmaz Vineyards C AT E G O R Y

Retail branding

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SKETCHING_

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PALMAZ VINEYARDS 2009 CABERNET SAUVIGNON H A N D C R A F T E D R E D E S TAT E B L E N D

NAPA VALLEY NET CONTENTS 750 ML

14.8% ALCOHOL BY VOLUME

PALMAZ VINEYARDS H A N D C R A F T E D E S TAT E B L E N D

NAPA VALLEY

PALMAZ VINEYARDS

PALMAZ VINEYARDS CABERNET SAUVIGNON

2009

H A N D C R A F T E D R E D E S TAT E B L E N D

CABERNET SAUVIGNON

2009 NAPA VALLEY

H A N D C R A F T E D R E D E S TAT E B L E N D

NAPA VALLEY

CABERNET VALLEY

SAUVIGNON

H A N D C R A F T E D R E D E S TAT E B L E N D

NAPA VALLEY 14.8% ALCOHOL BY VOLUME NET CONTENTS 750 ML

14.8% ALCOHOL BY VOLUME

PALMAZ VINEYARDS THE AMALIA CHARDONNAY HAND CRAFTED WHITE BLEND

2011 NAPA VALLEY

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. VINTED & BOTTLED BY PALMAZ VINEYARDS, NAPA, CA WWW.PALMAZVINEYARDS.COM

Balance and elegance is our goal every year with this elegant Chardonnay. We choose to source fruit both from the East and West side of Napa contributing inviting layers of citrus aromas and rich tropical flavors. Our Chardonnay is cold fermented underground in barrel and aged sur-lies for 7 months to ensure a subtle richness that does not overwhelm the fruit characteristics. The Amalia Chardonnay.

NET CONTENTS 750 ML

1

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. VINTED & BOTTLED BY PALMAZ VINEYARDS, NAPA, CA NET CONTENTS 750 ML 14.8% ALCOHOL BY VOLUME CONTAINS SULITES WWW.PALMAZVINEYARDS.COM

14.8% ALCOHOL BY VOLUME

CONTAINS SULITES

23123 12321

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7

R E D E S TAT E B L E N D

14.8% ALCOHOL BY VOLUME

23123 12321

T SAUVIGNON2009

NET CONTENTS 750 ML

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VINEYARDS PALMAZ VINEYARDS 009

The aromas of this wine are reminiscent early spring cherry, and lingonberry lifted with a note of herbs d Provence. The textures are surprisingly lush and tannins ripe for such a cool vintage and the finish is focused and youthful. Detractors of this vintage be dammed, we dare to feel that 2009 Palmaz will be an exceptional wine to collect and a refreshing return to classic Napa Cabernet.

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PROJECT

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02

PAPER OR PLASTIC

Did you know plastic bags live for 100 years?

OBJECTIVE

DELIVERABLES

Create a series of booklets based on the theme

3 Booklets

of collections shown by research and photography.

A P P R OAC H

CO U R S E

I made 3 booklets all connected by the way

Type 3

we use bags in our daily routine. They are titled

I N S T R U C TO R

as follows: 1) “Once Daily: My Life in Bags”;

Lian Ng

2) “No More Single Use Bags”; and 3) “Reduce,

P R OJ E C T

Reuse, Recycle”. The arrangement of the photog-

The Daily Collection Books

raphy is intended to tell the story of these bags.

C AT E G O R Y

I used type to create both a personality for the

Print and Layouts

project and greater clarity for the reader.

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TEST SHOOTS_

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T H E D A I LY C O L L E C T I O N B O O K S _

SUMMER 2012_

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T H E D A I LY C O L L E C T I O N B O O K S _

SUMMER 2012_

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SUMMER 2012_

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SUMMER 2012_

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SUMMER 2012_

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SUMMER 2012_

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SUMMER 2012_

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PROJECT

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03

MERGING TOGETHER Two styles coming together to make Asian fusion.

OBJECTIVE

DELIVERABLES

Redesign the brand look for a restaurant.

Logo Posters Billboard

This included making a new logo and graphic designs for use in advertising, external signage, interior look, and a variety of objects and tools used in the restaurant by customers and staff.

Exterior and Interior Shots Website Cocktail Glass

A P P R OAC H

Chopsticks Wrapper

I choose to re–brand the Butterfly Restaurant

Letterhead System

in San Francisco at the Embarcadero near Pier 39. The restaurant is all about the fusion of Asian and American cuisine. I wanted the design to be visually simple, yet still show the merger of 2 things.

CO U R S E

Visual Systems 1 I N S T R U C TO R

Nicole Flores P R OJ E C T

Butterfly Restaurant C AT E G O R Y

Retail branding

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SKETCHING & COMPUTER CONCEPTS_

蝶

レストラン Pier 33 At Bay & Embarcadero Experience Asian Fusion Cuisine

Tue—Sat 11:30am - 10pm Sun 11am - 3pm

B U T T E R F LY

Butterflysf.com 415.864.8999

Pier 33 @ Bay Street & The Embarcadero Butterflysf.com 415.864.8999

B U T T E R F LY

Tue/Sat 11:30am - 10pm Sun 11am - 3pm

蝶

Pier 33 @ Bay Street & The Embarcadero Butterflysf.com 415.864.8999

蝶

B U T T E R F LY

Tue/Sat 11:30am - 10pm Sun 11am - 3pm

蝶 蝶

BBBUUUTTTTTTEEERRRFFLLYY

蝶

蝶 レストラン

蝶

Pier 33 @ Bay Street & The Embarcadero

蝶

PIER 33 AT BAY & EMBARCADERO EXPERIENCE ASIAN FUSION CUISINE

B U T T E R F LY

Butterflysf.com 415.864.8999

Tue/Sat 11:30am - 10pm Sun 11am - 3pm

TUE — SAT 11:30AM - 10PM SUN 11AM - 3PM BUTTERFLYSF.COM 415.864.8999

蝶

Pier 33 @ Bay Street & The Embarcadero Butterflysf.com 415.864.8999 Tue/Sat 11:30am - 10pm Sun 11am - 3pm

蝶

蝶

BUTTERF

B U T T E R F LY

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PIER 33 AT BAY & EMBARCADERO ST. SAN FRANCISCO, CALIFORNIA 94111 BUTTERFLYSF.COM 415.864.8999

ROBERT LAM OWNER & CHEF

Butterflysf.com 415.864.8999

December 6, 2012 Nancy Cohen The Design Group 725 Greenwich St. San Francisco, CA 94133

Dear Mrs. Nancy Cohen, I am very interested in working at your company. I found your posting on the Academy of Art University Online Job Board for a Junior Graphic Designer. I believe that my Graphic Deign knowledge and ability to work in a design team environment make me an excellent asset for your company. I am a dedicated professional and my references will endorse my solid work ethic.

I am a recent graduate from the Academy of Art University in San Francisco where I earned my BFA degree in Graphic Design. I enjoy working with all types of art media, typography, photography and packaging design. I am prepared for the level of work expected of graphic designers. My work will reflect my passion for creative design.

I am including my resume and examples of my work in the attached portfolio. I am available for an interview and will provide references upon request. I look forward to hearing from you.

Sincerely,

ROBERT LAM OWNER & CHEF

Katherine Eastham Designer

Butterflysf.com 415.864.8999

ROBERT LAM OWNER & CHEF

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HOME ABOUT MENUS RESERVATIONS

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11 22 33 44 55 66 77 88 99 1100 1111__

B U T T E R F LY E SATZA V UIRNAENYTA_R D S _ P A LRM

SP RR I NI N GG2 02 1031 _3 _ SP

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04

ORDER BRISKLY

Having trouble find the right CafĂŠ?

OBJECTIVE

DELIVERABLES

Create and collect data from the community

Five iPad App Screen Shots

that you could watch and keep track of over time.

The data needed to be viewable on an iPad. CO U R S E A P P R OAC H

I created an App that displays information about coffee shops near the current location of the user. The information provided includes a variety of real time metrics about products, pricing, and wait times that customers can use to help them decide which shop to visit.

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Information Design I N S T R U C TO R

Samantha Perkins P R OJ E C T

Urban Coffee C AT E G O R Y

Digital Information Design

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URBAN COFFEE_

FA L L 2 0 1 3 _

PROCESS & SKETCHING

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Local Brew Profiles

Another Cafe

Another Cafe Info # of seats available/ # (30)

daily music mix

20/30 Open

Break Dance

Total

30

Upper Level = 6/30

bagels monsie

Lunc

Blues

First Level = 10/30

Pop Alternative

panini: Pastra & Grille

30

Dinne

30

panini: Cranbe Reube

Bar Seats = 4/30

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types

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URBAN COFFEE_

FA L L 2 0 1 3 _

iPad

Quality Ratings Another Cafe Coffee Drink choices Food Quailty Food choices Interior Space Location Service

Coffee Hours 9:45 AM

Another Cafe 6 am — 10pm Monday - Sunday

Cup of Joe Cafe 6:30 am — 10pm Monday - Sunday

Contraband Coffee Bar 6:30 am — 9pm Monday - Sunday

of food

kfast

s, english muffin, croque eur, & croque madame

h

er

: Tuna Melt, Turkey erry, Pastrami en, & Garlic Chicken

coffee prices $-$$$

24 avg

< 20 21— 35 36 — 55 56 — 65 > 65

Coffee

$ 2.50

Cafe Latte

$$ 3.50

Cafe Mocha

$$ 3.50

Coffee & Bagel

$$ 4.50

100%

: Ham,Turkey, mi, Veggie, Caprese, ed Cheese

customer ages

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Know Your Coffee Drinks Basic Coffee Talk decaf/ regular

es

size :

espress skim

1%

2%

whole

shots : 1 2 3 4 flavor syrup

mil

whip

steam

hot / cold

es

Here MakeYour Custom Cup

caffe la

milk foam

mil

steamed milk

steam

es

cappuc coffee

esp

steam

Click here for QR code order scan

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latte m

so

>

spresso

espresso

espresso macchiato

lk foam

med milk

spresso

ccino

coffee

black coffee

milk foam steamed milk espresso

flat white

steamed milk + half and half espresso

caffe breve

9:45 AM

atte

FA L L 2 0 1 3 _

milk foam

lk foam

med milk

URBAN COFFEE_

iPad

spresso

1 2 3 4 5 6 7 8 9 10 11_

whipped cream steamed milk chocolate syrup espresso

caffe mocha

hot water espresso

americano

presso

med milk

espresso

red eye

milk coffee

cafe au lait

100%

macchiato

coffee

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Cafe Brew Network at Another Caf Social Media Usage CATEGORY NUMBER PER DAY

Facebook

50 Status updates

Tweets

120 about a cup of coffee

Instagram

80 pictures of latte designs

Who Pays the Bill % OF ALL TRANSACTION PER DAY

Self Pay

60%

Self + others 40%

40%

60%

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URBAN COFFEE_

FA L L 2 0 1 3 _

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fe General Behavior % OF ALL CUSTOMERS

Eating Only

50%

Drinking Only Eat + Drink

45%

5%

9:45 AM

Food / Drink Orders % OF DAILY CUSTOMERS

Food Only

5%

Coffee Only

35%

Food + Coffee

25%

Other Bev Only

15%

Other Bev + Food

20%

100% 57

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Coffee Time News Feed at Anothe Current Wait Times

Food Buzz

LIVE NUMBERS

KNOW WHATS LEFT

Coffee Only

2 mins or less

Blueberry Muffins

E

Other Bev

4 mins or less

Food Only

4 mins or less

Butter Croissants

E

Coffee+ Food

5 mins or less

Bagels

E

Other Bev + Food

6 mins or less

Scones

E

Cheese Danish

E

Coffee Cake

E

Morning Bun

E

Coffee Buzz TIMES OF COFFEE TRAFFIC

SO

25

20

15

10

5

7 AM

58

8

9

10

11

12 PM

1

2

3

4

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URBAN COFFEE_

FA L L 2 0 1 3 _

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er Cafe Staying at Cafe AVG TIME SPEND AT CAFE 3hr F 2hr

F F

1.5hr

F 1hr F

OLD OUT

F

30mins

Social Butterflies

F = Full 20 E = Empty 0

5

6

7

8

9

Tech Workers

Loners

Study Buddies

9:45 AM

Readers

F

10

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Cafe Coffee Facts Drink Your Caffeine CAFFEINE PER CUP (MG)

Brewed coffee Espresso Instant Coffee Filtered Coffee Decaf Coffee 0

30

90

120

150

Did You Know

Make a Better Ear

GENERAL COFFEE FACTS

DRINK OUT OF A TUMBLER

Coffee beans actually come from seeds inside red berries

Buying a coffee tumbler saves 10 cents for every cup = $ 36 a year

The US imports over

$4 billion in coffee each year

68%

of coffee drinkers have their first cup within an hour of waking up.

60

60

Tumblers are designed to be used at least 3,000 times = average 8 years = 189 lbs of waste saved

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URBAN COFFEE_

FA L L 2 0 1 3 _

iPad

I Need a Cup of Coffee to Start My Day 3 OUT OF 5 PEOPLE SAY

Medical Benefits

CUP

HOW COFFEE CAN BE GOOD

r y

In a Study of 130,000 people, those who reported drinking 1-3 cups of coffee per day were 20% less likely to suffer from abnormal heart rhythms (arrhythmias) than non-drinkers

9:45 AM

rth

Thereâ&#x20AC;&#x2122;s a 20% lower risk of stroke for women who drink 2 or more cups of coffee daily compared to those who drink none.

100% 61

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05

GARDEN SMART

Happiness is gardening with great tools.

OBJECTIVE

DELIVERABLES

Design a packaging system for a well known

Package design system

company that will sell a new line of products.

A P P R OAC H

I went with Goodyear Tire Company and made up a new product line of garden tools. They are marketed under the name Goodyear Yard Tech.

Garden Hose Head Leaf Blower Hand Clippers Shovel Axe

The packaging and logo designs were intended to reflect a focus on nature and tool technology.

Key words were fresh, dependable and logical.

CO U R S E

Package Design 3 I N S T R U C TO R

Tom McNulty P R OJ E C T

Goodyear Yard Tech C AT E G O R Y

Retail branding

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O EDYYAERADRSY P A L M A ZGVOI N _A R D T E C H _

GOODYEAR YARD TECH_ SPRING 2013

SSPPRRI N I NGG 22001 13 3__

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06

SAFETY FIRST

You never know when you will need a band-aid.

OBJECTIVE

DELIVERABLES

Create a new brand and package design

Package design system

system for a survival kit that includes multiple items.

First Aid Kit Pain Medication

A P P R OAC H

Instant Noodles

I created a line of products called “Young Adults

Mini Tool Set

On My Own Survival Kit.” The products were

Sleeping Mask

targeted towards young adults living on their own

Ear Plugs

for the first time. I created a colorful and youthful

Condoms

system that would be user friendly when needed.

Sewing Kit Reusable Bag USB Plug Man

CO U R S E

Package Design 2 I N S T R U C TO R

Christine George P R OJ E C T

On My Own Survival Kit C AT E G O R Y

Retail branding 72

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ON MY OWN

SURVIVAL

SURVIVAL

SURVIVAL T

AD

L

L

G

A

A

KI

UN

UN

KI

T

YO

YO

G

V DU Vi LT S S U RROUGHS_ COMPUTER

U LT

V S SUR

iV

A

ON MY OWN

ON MY OWN SURVIVAL

SURVIVAL

SURVIVAL

SURVIVAL T

YO

V S SUR

T

U LTS

SUR Vi

L VA

iV

A

SURVIVAL

SURVIVAL T U LT

V S SUR

iV

SURVIVAL

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U LT

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iV

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AD

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SURVIVAL

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FREEDOM

U LT

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ON MY OWN

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O N M Y OW N S U RV I VA L K I T _

FA L L 2 0 1 2 _

FINAL LOGO_

S

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G ADUL N T OU

SURVIVAL S

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I V I VA L K

T

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K AT H E R I N E E A S T H A M _

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O N M Y OW N S U RV I VA L K I T _

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ON MY OWN SURVIVAL KIT_ FALL 2012 FA L L 2 0 1 2 _

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K AT H E R I N E E A S T H A M _

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O N M Y OW N S U RV I VA L K I T _

FA L L 2 0 1 2 _

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ON MY OWN SURVIVAL KIT_ FALL 2012

FA L L 2 0 1 2 _

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K AT H E R I N E E A S T H A M _

PROJECT

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07

TECH FOOD IS HERE

Hate wasting time at the food store? Buy an Ollie.

OBJECTIVE

DELIVERABLES

Create a new future tech tool and build a story

Pamphlet Book

about it by showing it with a book pamphlet

Poster

and package design.

Shipping Box

A P P R OAC H

The product I invented was a refrigerator that is able to restock itself with a variety of foods and drinks. It uses “Flashport” technology. It can get your food in 1 minute or less. You will be able to get all your food with a press of a button. The refrigerator will be a new time-saving tool for any

CO U R S E

Graphic Design 2 I N S T R U C TO R

Jeremy Stout P R OJ E C T

kitchen. No more wasting your time or energy

Ollie Refrigerator

on grocery shopping.

C AT E G O R Y

Retail branding

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PA L M A Z V I N E YA R D S _

SPRING 2013_

K AT H E R I N E E A S T H A M _

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O L L I E R E F R I G E R ATO R _

FA L L 2 0 1 1 _

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K AT H E R I N E E A S T H A M _

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O L L I E R E F R I G E R ATO R _

FA L L 2 0 1 1 _

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K AT H E R I N E E A S T H A M _

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MY FRIDGE IS STOCKED TO THE HILT BUT I DON’T FEEL A TINGE OF GUILT

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O L L I E R E F R I G E R ATO R _

FA L L 2 0 1 1 _

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K AT H E R I N E E A S T H A M _

PROJECT

PORTFOLIO_

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08

MYTH UNLOCKED

The land of bag pipes, kilts and Celtic knots.

OBJECTIVE

DELIVERABLES

Create a redesign for a bottle and packaging

Package design system

system for a company that sells bottled water.

One Large Bottle

I needed to design the items so that they could

Six Small Bottles

be sold by the bottle in two different sizes and

One Six Pack Carrier

in a six pack.

A P P R OAC H

I created the Highland Springs Loch Ness Water Brand product. The bottle design and packaging were intended to be a limited edition water bottle six pack in a wooden carrier. The designs were focused on where the company came from and the myths about the springs.

CO U R S E

Package Design 2 I N S T R U C TO R

Christine George P R OJ E C T

Highland Springs Loch Ness Water C AT E G O R Y

Retail branding

90

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PA L M A Z V I N E YA R D S _

SPRING 2013_

K AT H E R I N E E A S T H A M _

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H I G H L A N D S P R I N G S LO C H N E S S WAT E R _

FA L L 2 0 1 2 _

330 ml | 11.5 fl oz

LABEL PROCESS_

Highland Springs

FRESH SPRING WATER

We take great care to bring you pure, natural Highland Spring water straight from our source in the Ochil Hills, Perthshire.

See our website for our Nutrution Facts: www.highland–spring.com

Highland Springs

For over 30 years we’ve been careful guardians of our land, keeping it clean and pure to preserve its protected organic status, so you can be sure that every drop you drink is just as nature intended. Enjoy Drink Up!

Higland Spring Stirling Street Blackford Perthshire PH4 1QA

highl

FRESH SPRING WATER 330 ml | 11.5 fl oz

Highland Springs

FRESH SPRING WATER 330 ml | 11.5 fl oz

Highland Springs

FRESH SPRING WATER 330 ml | 11.5 fl oz

93

K AT H E R I N E E A S T H A M _

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H I G H L A N D S P R I N G S LO C H N E S S WAT E R _

FA L L 2 0 1 2 _

95

K AT H E R I N E E A S T H A M _

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H I G H L A N D S P R I N G S LO C H N E S S WAT E R _

FA L L 2 0 1 2 _

97

K AT H E R I N E E A S T H A M _

98

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H I G H L A N D S P R I N G S LO C H N E S S WAT E R _

FA L L 2 0 1 2 _

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K AT H E R I N E E A S T H A M _

PROJECT

PORTFOLIO_

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09

NATURAL MOVES

Ocean waves are in constant motion and never still.

OBJECTIVE

DELIVERABLES

Create a museum exhibition prospectus in book

One Exhibition Book

form to include exhibit plans, graphics for marketing, and gift store products.

A P P R OAC H

I created an exhibition called “Rhythm of the Waves” to be held at the California Academy of Science Museum in San Francisco. The design focus was to graphically show the beauty and rhythmic qualities of ocean waves. The exhibition provided visitors a broad variety of information about waves including how they are created, wave types, safety strategies, and how to support clean oceans. The book displayed layouts of the exhibits, visitor traffic strategy, marketing materials, and gift shop products that incorporated the graphic images and themes of the exhibit.

100

CO U R S E

Visual Systems 2 I N S T R U C TO R

Lian Ng P R OJ E C T

Rhythm of the Waves C AT E G O R Y

Branding

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PA L M A Z V I N E YA R D S _

SPRING 2013_

K AT H E R I N E E A S T H A M _

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R H Y T H M O F T H E WAV E S _

FA L L 2 0 1 3 _

Wave Logo Design: Three Drafts

LOGO PROCESS_

This shows several Rhythm of the Waves logo Ideas before it was finalized. I was thinking the waves word mark could have worked with an icon.

California Academy of Sciences â&#x20AC;&#x201D; Special Exhibit

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K AT H E R I N E E A S T H A M _

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OFTHE OFTHE

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R YM TH HAERW PH AL AM Z VOI FN ET Y DA S _V E S _

AILNLG2 02 1031 _3 _ S PF R

105

K AT H E R I N E E A S T H A M _

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R H Y T H M O F T H E WAV E S _

FA L L 2 0 1 3 _

107

K AT H E R I N E E A S T H A M _

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R H Y T H M O F T H E WAV E S _

FA L L 2 0 1 3 _

109

K AT H E R I N E E A S T H A M _

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R H Y T H M O F T H E WAV E S _

FA L L 2 0 1 3 _

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K AT H E R I N E E A S T H A M _

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R H Y T H M O F T H E WAV E S _

FA L L 2 0 1 3 _

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K AT H E R I N E E A S T H A M _

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R H Y T H M O F T H E WAV E S _

FA L L 2 0 1 3 _

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K AT H E R I N E E A S T H A M _

PROJECT

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10

SHOP SMART

Shop at a store that has everything — one stop and done.

OBJECTIVE

DELIVERABLES

Re-create Kohl’s packaging design through

Package design system for

the development of 5 product lines. This team

5 in-house brands Identity System

project included 4 other members of my class.

A P P R OAC H

CO U R S E

Our design objective was to communicate

Package Design 4

to customers that Kohl’s products are modern

I N S T R U C TO R

and dependable. The designs needed to be

Tom McNulty

fresh and simple providing an image that Kohl’s

P R OJ E C T

products are intended to fit the everyday needs of people. The designs also needed to support Kohl’s corporate goals of providing a shopping environment that is welcoming and helpful offering affordable quality products.

116

Kohl’s Department Store C AT E G O R Y

Retail branding

>

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PA L M A Z V I N E YA R D S _

SPRING 2013_

K AT H E R I N E E A S T H A M _

PORTFOLIO_

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PROJECT

118

D E PA R T M E N T

D E PA R T M E N T

Cafe Shop

Women’s Home Decor

DEMOGRAPHIC

DEMOGRAPHIC

25-35 Families

20-40 Women

KEY WORDS

KEY WORDS

Relaxed

Feminine

Breezy

Geometric

Calm

Warm

D E PA R T M E N T

D E PA R T M E N T

Organic Kids

Electronic & Gadets

DEMOGRAPHIC

DEMOGRAPHIC

30-38 Families

28-32 Families

KEY WORDS

KEY WORDS

Fresh

Smart

Playful

Innovative

Colorful

Modern

>

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

D E PA R T M E N T

Oriental Culinary DEMOGRAPHIC

30-40 Home Owners KEY WORDS

Contemporary Sophisticated Trusted

M I S S I O N S TAT E M E N T

TEAM MEMBERS

Kohl’s mission is to make our stores the preferred

Marisa Kumtong

shopping destination. Kohl’s provides a shopping

Hyunhee Koo

environment that is welcoming, and helpful

Katherine Eastham

offering affordable quality products.

Tammie Leung Amie Amor

KEY WORDS

Engaging Modern Fresh Dependable Welcoming Smart Urbanized

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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123

K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K A T H E R I N EK E AA TS HTEH RA I NME_ E A S T H A M _

154

154

P O R T F O L I OP_O R T F O L I O _

R H YRTHHYMT_H M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D EPPAALRMTAMZE N V ITN SETYO ARE D_S _

S USMP M R IENRG2 0 2 01 31 _ 3_

>

>

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K AT H E R I N E E A S T H A M _

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K O H L’ S D E P A R T M E N T S T O R E _

SUMMER 2013_

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K AT H E R I N E E A S T H A M _

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K O H L’ S D EPPAALRMTAMZE V N ITN SE TYO E _S _ ARD

S USMP M R IENRG2 20 01 31 3_ _

>

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K AT H E R I N E E A S T H A M _

PROJECT

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11

MEET MY BRANDS

Every company needs a logo that expresses their identity.

OBJECTIVE

DELIVERABLES

Create new brands and identities.

Brand Identity

A P P R OAC H

The logo design process started by exploring each

CO U R S E

company’s products and how they meet customers’

BFA Graphic Design

needs. Word maps were created to better under-

P R OJ E C T

stand each company’s goals and objectives. Finally,

Visual Identities

multiple identity sketches were created to provide

C AT E G O R Y

each company with several logo styles to choose

Branding

from, and to perfect the final logo design.

166

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PA L M A Z V I N E YA R D S _

SPRING 2013_

K AT H E R I N E E A S T H A M _

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VISUAL IDENTITIES_

FA L L 2 0 0 9 - S P R I N G 2 0 1 4 _

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K AT H E R I N E E A S T H A M _

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VISUA L LI M DE PA AN Z TVI T I NI EE SY_A R D S _

FA L L 2 0 0 9 - S P R I N G _ 2013_ S P2R0I 1N4G

>

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K AT H E R I N E E A S T H A M _

PORTFOLIO_

OFTHE OFTHE

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V I SLUMAALZ I D TR I EDSS__ PA V IENNETYI A

F A L L 2 0 0 9 - S SP PR RI N I NGG2 0 2 01 41 3_ _

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K AT H E R I N E E A S T H A M _

PORTFOLIO_

COLOPHON

ACKNOWLEDGEMENTS

C O N TAC T

Katherine Eastham Phone: 410 802 3435 Email: keastham13@yahoo.com www.keasthamdesign.com BINDERY

The Key Printing and Binding Finch Fine, 100 lb P H OTO G R A P H Y

Katherine Eastham Plotnet Stock image credit: Inmagine LLC, San Francisco CA. Pgs. 21, 37, 49, 50, 73, 101, 117 T Y P E FAC E

Acher & Verlag S O F T WA R E

Adobe Creative Cloud

T H A N K YO U

Thank you to my family for supporting me. You are amazing and I could not have gotten this far without your support. My best friends CoCo and Liz who are there for me. I want to thank all my teachers: Mary Scott, Tom McNulty, Lian Ng, Christine George, Darrel Hayden, Jeremy Stout, Samantha Perkins and Nicole Flores.

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K AT H E R I N E E A S T H A M _

PORTFOLIO_

Title of Book: Rhythm Academy of Art University, School of Graphic Design 79 New Montgomery San Francisco, CA Course: Senior Portfolio Instructor: Mary Scott COPYRIGHT 2014 ALL RIGHTS RESERVED. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without express permission of Katherine Eastham.

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