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SELECTED WORKS OF

Kristen Laetz


SELECTED WORKS OF

Kristen Laetz


2016 Kristen Laetz. All rights reserved.

No portion of this book may be used or reproduced without written consent of Kristen Laetz. All respective work has been appropriately noted, identified, and credited.

Written, designed, and produced by Kristen Laetz www.kristenlaetz.com e-mail: kristen@kristenlaetz.com

Academy of Art University School of Graphic Design 79 new Montgomery Street San Francisco, CA 95105


REFLECTION Look yourself in the eyes in a mirror each day. You can ignore the small voice still inside you, but your reflection will always have something to say.


PROJECT 01

PROJECT 06

pg. 02-13

pg. 48-55

PROJECT 02

PROJECT 07

pg. 14-19

pg. 56-65

PROJECT 03

PROJECT 08

pg. 20-29

pg. 66-77

PROJECT 04

PROJECT 09

pg. 30–39

pg. 78-87

PROJECT 05

PROJECT 10

pg. 40-47

pg. 88-129


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SELECTED WORKS BY KRISTEN LAETZ

COURSE Package Design 3

INSTRUCTOR Thomas McNulty

CATEGORY Packaging

DELIVERABILITIES 1 x Gentle Exfoliator 1 x Blackhead Mask 1 x Conditioner 1 x Hand and Body Wash 1 x Shampoo 1 x Face Moisterizer 1 x Under Eye Cream

COLOR PALETTE

pg. 2


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project_NORTH FACE

OUT THERE IS AN ADVENTURE

pg. 3


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project_NORTH FACE

TYPEFACES

pg. 5


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SELECTED WORKS BY KRISTEN LAETZ

OBJECTIVES To create a line of skin care products that are environmentally friendly easy to pack, and versatile for everyone (male and female.)

OUTCOMES Exploration is finding the thing we love and relentlessly pursuing it. That pursuit is embodied by people around the globe. This line of skin care is for those people. People of all shapes and sizes who are ready to take on the world one step at a time. This line is easily packable, environmentally friendly, and for both male and female. The packaging embodies North Face’s audience, the adventurer.

pg. 6


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pg. 10

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project_NORTH FACE

pg. 11


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project_NORTH FACE

pg. 13


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SELECTED WORKS BY KRISTEN LAETZ

COURSE Visual Systems 1

INSTRUCTOR Troy Alders

CATEGORY Print

DELIVERABILITIES 1 x Poster

COLOR PALETTE

pg. 14


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project_AIDS

PREVENTION IS BETTER THAN CURE

pg. 15


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project_AIDS

TYPEFACES

pg. 17


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SELECTED WORKS BY KRISTEN LAETZ

OBJECTIVES 1 in 8 living with HIV/AIDS are unaware that they have it. This is because it is unseen to the eye. The objective was to create an AIDS Awareness poster to inform those who view it that protecting yourself is the best way to prevent it.

OUTCOMES The goal was to show through imagery that there really isn’t a look to AIDS and it could be carried through anyone. Bold, graphic, and intentional imagery helps to engage the user.

pg. 18


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COURSE Strategies for Branding

INSTRUCTOR Gorden Mortenson

CATEGORY Web and Print

DELIVERABILITIES 1 x Logo 1 x Web Design 1 x iPad Design 1 x Stationary Set

COLOR PALETTE

pg. 20


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project_WeGo

DISCOVER THE WORLD WHILE YOU CAN

pg. 21


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WEGO

pg. 22


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project_WeGo

TYPEFACES

pg. 23


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pg. 26

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project_WeGo

OBJECTIVES Renamed and rebranded Travelocity including creating a new logo, website, stationary set, and Brand Identity book (viewable on an iPad.)

OUTCOMES The goal was to use stand out colors that would stand out against competitors when a search was done. As for the website, it was a goal to make the search for a great travel destination as easy and pain free as possible. WeGo’s goal is to be the online travel agent.

pg. 27


pg. 28


pg. 29


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SELECTED WORKS BY KRISTEN LAETZ

COURSE Graphic Design 3

INSTRUCTOR Katie Freathy

CATEGORY Web

DELIVERABILITIES 1 x Logo 1 x Web Design

COLOR PALETTE

pg. 30


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project_WAYNEHARRISON

WORK HARD, STAY HUMBLE


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pg. 32

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project_WAYNEHARRISON

TYPEFACES

pg. 33


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WAYNE HARRISON

pg. 34


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project_WAYNEHARRISON

OBJECTIVES Brand a classmate as an insect and create a logo and personal portfolio website.

OUTCOMES The logo very much represents Wayne as a person yet also includes his dedication to work as a team player. One piece of the honeycomb represents Wayne while the others represent the people that Wayne is surrounded by. This is also represented in the layout of the website, showing each of the pieces of Wayne’s wor k.

pg. 35


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pg. 36

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project_WAYNEHARRISON

pg. 37


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project_WAYNEHARRISON

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SELECTED WORKS BY KRISTEN LAETZ

COURSE Visual Systems 1

INSTRUCTOR Troy Alders

CATEGORY Web

DELIVERABILITIES 1 x Masthead Design 1 x iPad Layout

COLOR PALETTE

pg. 40


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project_GREENPOINT

BE THE CHANGE YOU WISH TO SEE HERE

pg. 41


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pg. 42

SELECTED WORKS BY KRISTEN LAETZ


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project_GREENPOINT

TYPEFACES

pg. 43


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project_GREENPOINT

OBJECTIVES Develop powerful typographic masthead designs for Greenpoint, a sustainable company, while also developing a thoughtful and relevant color palette. Finally, create an e-newsletter, with selected masthead, that can be viewed on an iPad.

OUTCOMES Greenpoint's offerings and specialties are within the contexts of environmental, social and governance sustainability education, strategy, communications and reporting. The design of this masthead/e-newsletter was to go along with the context of the company. Environmentally inspired colors and a clean design the instantly informed the reader.

pg. 45


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SELECTED WORKS BY KRISTEN LAETZ

COURSE Typography 3

INSTRUCTOR Carolina De Bartolo

CATEGORY Print

DELIVERABILITIES 1 x Book

COLOR PALETTE

pg. 48


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project_EXPLAIN

THE PURPOSE OF LIFE IS TO BE HAPPY

pg. 49


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OBJECTIVES Book design that is a compilation of text from an annual question from edge.com

OUTCOMES Explain. Explain where humans came from. Explain why we are on this earth. Explain. Thus came to life a series of pages ending in dashes lines, to keep you thinking. What? Why? When? Who?

pg. 50


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project_EXPLAIN

TYPEFACES

pg. 51


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COURSE Graphic Design 3

INSTRUCTOR Katie Freathy

CATEGORY Web

DELIVERABILITIES 1 x Website 1 x App

COLOR PALETTE

pg. 56


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project_MIDLAND

NEVER FORGET WHERE YOU CAME FROM

pg. 57


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pg. 58

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project_MIDLAND

TYPEFACES

pg. 59


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project_MIDLAND


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pg. 64

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project_MIDLAND

OBJECTIVES Tourism website for Midland, MI. The finished project will consist of a logo, landing/ homepage, and secondary page.

OUTCOMES It is not easy to book an entire vacation from one single website. Thus, I created a website that you could book a hotel reservation from at the same time as reverting a table for 2 at a local favorite restaurant. Along with this, an app was created for easy access to Minor League Baseball scores as Midland is home to the Minor League Great Lakes Loons.

pg. 65


REFLECTION

SELECTED WORKS BY KRISTEN LAETZ

COURSE Visual Systems 2

INSTRUCTOR Marc English

CATEGORY Print and Web

DELIVERABILITIES 1 x Brochure 1 x Website 1 x Ipad Display

COLOR PALETTE

pg. 66


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project_NIKECSR

THE EARTH IS WHAT WE HAVE IN COMMON

pg. 67


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pg. 68

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project_NIKECSR

TYPEFACES

pg. 69


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pg. 70

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project_NIKECSR

pg. 71


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pg. 72

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project_NIKECSR

pg. 73


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project_NIKECSR

OBJECTIVES Corporate Social Responsibility developed into a book, website and iPad viewing along with creating multiple pages of CSR Reports to be distributed among employees. The goal is to bring a facelift to an already successful company while providing information about the environmental responsibility of the company.

OUTCOMES Nike is a well known company with lots of successes and was the driving factor behind bringing such information to light. Nike has done a wonderful job of keeping our environment clean and safe.

pg. 75


REFLECTION

SELECTED WORKS BY KRISTEN LAETZ

COURSE Package Design 2

INSTRUCTOR Valerie Tayor-Smith

CATEGORY Packaging

DELIVERABILITIES 3 x Olive Oil Bottles

COLOR PALETTE

pg. 78


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project_NOTIO

THERE IS BEAUTY IN SIMPLICITY

pg. 79


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project_NOTIO

TYPEFACES

pg. 81


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project_NOTIO

OBJECTIVES The design objective of Notio is simple and Greek to the core. It is based on the archetypal values of man and land. There needs to be a simple, yet effective design used to emphasize the simple, yet effective ingredient of the olive oil.

OUTCOMES Notio is a small Greek family owned company based in Kalamata, Greece. They are premium quality producer of Olive Oil, Olives, and Olive Leaf Tea. The intention is this design was to show all of this. Simple design with bold colors and rich gold contrast.

pg. 85


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pg. 86

SELECTED WORKS BY KRISTEN LAETZ


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project_NOTIO

pg. 87


REFLECTION

SELECTED WORKS BY KRISTEN LAETZ

COURSE Package Design 4

INSTRUCTOR Marc English

CATEGORY Packaging

DELIVERABILITIES 1 x Meat Brand 1 x Canned Good Brand 1 x Dairy Brand 1 x Herb Brand 1 x Seafood Brand 1 x Pasta Brand

COLOR PALETTE

pg. 88


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project_ORGANIX

THE GREATEST WEALTH IS HEALTH

pg. 89


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project_ORGANIX

pg. 91


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project_ORGANIX

OBJECTIVES Design an entirely new retail brand image along with an extensive line of products varying in brand. Create sub brands along with store architecture and layout. Persuade the audience to purchase and eat Organix all natural and organic snacks and cuisine as well as to create and characterize this new brand.

OUTCOMES Organix is a farm to table retailer so it was desired that it stand out on the shelf against it’s competitors. Bright colors were used along with recyclable labels and packaging where seen fit. The small icons were also used to distinguish between products in different lines along with items next to it on shelves.

pg. 93


SELECTED WORKS BY KRISTEN LAETZ

ut

b

pg. 94

che r

b

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l o ck


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project_ORGANIX

TYPEFACES

Nexa Rust Sans Black Nexa Rust Script Panefresco 400wt Panefresco 250wt

pg. 95


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pg. 98

SELECTED WORKS BY KRISTEN LAETZ


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project_ORGANIX

pg. 99


SELECTED WORKS BY KRISTEN LAETZ

g

pg. 100

ANNE

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TYPEFACES

langdon Bebas Neau Regular Panefresco 250wt

pg. 101


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pg. 104

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project_ORGANIX

pg. 105


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esh r f

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pg. 106


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TYPEFACES

Back to Black Bebas Neau Bold Gotham Light

pg. 107


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pg. 110

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project_ORGANIX

pg. 111


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RBS E H

O IL S

pg. 112


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TYPEFACES

Nexa Rust Sans Black Nexa Rust Script Panefresco 250wt

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pg. 116

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project_ORGANIX

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SELECTED WORKS BY KRISTEN LAETZ

foo a e d

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fis h

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TYPEFACES

Gotham Black Panefresco 250wt

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pg. 122

SELECTED WORKS BY KRISTEN LAETZ


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fresh caught

HERRING scan for more information...

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fresh caught

HALIBUT

project_ORGANIX

fresh caught

SALMON scan for more information...

scan for more information...

B est if used by

B est if used by

B est if used by

Weight in pounds

Weight in pounds

Weight in pounds

All Organix products are locally grown,

All Organix products are locally grown,

All Organix products are locally grown,

raised, and produced to guarentee the

raised, and produced to guarentee the

raised, and produced to guarentee the

freshest products for our customers.

freshest products for our customers.

freshest products for our customers.

For nearly 125 years, Organix has an unmatched track record

For nearly 125 years, Organix has an unmatched track record

For nearly 125 years, Organix has an unmatched track record

in delivering safe, quality flavors to people around the globe. Our

in delivering safe, quality flavors to people around the globe. Our

in delivering safe, quality flavors to people around the globe. Our

mission is to share out passion for vibrant flavors--to do that we

mission is to share out passion for vibrant flavors--to do that we

mission is to share out passion for vibrant flavors--to do that we

source the highest quality ingredients from local farms and fields

source the highest quality ingredients from local farms and fields

source the highest quality ingredients from local farms and fields

directly to your table to ensure you have the purest products

directly to your table to ensure you have the purest products

directly to your table to ensure you have the purest products

possible

possible

possible

All Organix products begin as crops grown without synthetic

All Organix products begin as crops grown without synthetic

All Organix products begin as crops grown without synthetic

chemicals, including toxic and persistent pesticides which can end

chemicals, including toxic and persistent pesticides which can end

chemicals, including toxic and persistent pesticides which can end

Nutrition Facts

Nutrition Facts

Nutrition Facts

up in soil and water,

Serving Size 0.5 Fillet (198g)

as well as in your

mount P er S erving

alories 412 % D aily V alues*

otal F at 27g4 Saturated Fat 6g3 Trans Fat 0g Polyunsaturated Fat 8g Monounsaturated Fat 7g holesterol 109mg3 otassium 719mg2 odium 117mg otal C arbohydrate 0g Dietary Fiber 0g0 Sugars 0g rotein 40g8 Vitamin A 1% Calcium 1% Vitamin B6 65% Magnesium 13%

• • •

2% 0%

6% 1% 5% 0% % 0% Vitamin C 12% Iron 3% Vitamin B12 106%

Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs. Calories2 ,000 2,500 Less than 65g8 0g Less than 20g 25g ess than 300mg 300mg Less than 2400mg 2400mg 300g 375g 25g 30g

Total Fat Sat Fat CholesterolL Sodium Total Carbohydrate Dietary Fiber

Serving Size 0.5 Fillet (198g) C alories 412

organic food products

T otal F at 27g Saturated Fat 6g3 Trans Fat 0g Polyunsaturated Fat 8g Monounsaturated Fat 7g C holesterol 109mg3 P otassium 719mg2 S odium 117mg T otal C arbohydrate 0g Dietary Fiber 0g Sugars 0g P rotein 40g8

required to meet strict USDA Organic standards.

as well as in your

A mount P er S erving

food. Since 2002, all

sold in the U.S. are

up in soil and water,

% D aily V alues*

Vitamin A 1% Calcium 1% Vitamin B6 65% Magnesium 13%

• • •

42% 0%

6% 1% 5% 0% 0% 0% Vitamin C 12% Iron 3% Vitamin B12 106%

*Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs. Calories2 ,000 2,500 Less than 65g8 0g Less than 20g 25g Less than 300mg 300mg Less than 2400mg2 400mg 300g 375g 25g 30g

Total Fat Sat Fat Cholesterol Sodium Total Carbohydrate Dietary Fiber

C alories 412

organic food products

T otal F at 27g Saturated Fat 6g Trans Fat 0g Polyunsaturated Fat 8g Monounsaturated Fat 7g C holesterol 109mg3 P otassium 719mg2 S odium 117mg T otal C arbohydrate 0g Dietary Fiber 0g Sugars 0g P rotein 40g8

sold in the U.S. are required to meet strict USDA Organic standards.

up in soil and water,

Serving Size 0.5 Fillet (198g)

as well as in your

A mount P er S erving

food. Since 2002, all

% D aily V alues*

Vitamin A 1% Calcium 1% Vitamin B6 65% Magnesium 13%

• • •

42% 30%

food. Since 2002, all organic food products sold in the U.S. are

6% 1% 5% 0% 0%

required to meet strict USDA Organic standards.

0% Vitamin C 12% Iron 3% Vitamin B12 106%

*Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs. Calories 2,000 2,500 Less than 65g8 0g Less than 20g 25g Less than 300mg 300mg Less than 2400mg2 400mg 300g 375g 5g 30g

Total Fat Sat Fat Cholesterol Sodium Total Carbohydrate Dietary Fiber2

pg. 123


SELECTED WORKS BY KRISTEN LAETZ

at u r a

pa

pg. 124

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TYPEFACES

KG Happy Nexa Rust Sans Black Nexa Rust Script Panefresco 250wt

pg. 125


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pg. 129


THANK YOU I would like to thank all of those who have been in support of me while pursing my Bachelors of Fine Arts in Graphic Design. It has been a long journey with many trials and tribulations, but I coudn't done it without the help and support of my family and friends along with all of the staff that I have come in contact with in my 5 years here at the Academy of Art University. Thank you! I couldn't have done it without you.


COURSE Senior Portfolio

INSTRUCTOR William Culpepper

PHOTOGRAPHY Kristen Laetz

PRINTING AND BINDING Blurb

PAPER STOCK Premium Lustre

TYPOGRAPHY Open Sans Light Open Sans SemiBold Open Sans SemiBold Italic

SOFTWARE Adobe Creative Suites

CAMERA Nikon D5000


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