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HI THERE! My name is Madolyn Covill. Growing up, I wanted to be a ballerina/zookeeper. My childhood dreams evolved through the years, including ceramic artist and field researcher, but I always was doing some sort of art and was interested in some sort of science. Flash forward to me at 20. I've just moved back to San Diego after deciding for several reasons that Humboldt State was not for me. Unsure of what I want to do, I start taking classes at City College, mostly Spanish and art. On a whim, I take beginning graphic design and find what I'm looking for. With graphic design, I can constantly research and learn new things, examine and solve puzzles, and experiment with different visual aesthetics all in one discipline.


Contents Cream & Sugar

p. 4

4th Wall

p. 12

Keyframe

p. 18

Yes on 67

p.26

Joia

p. 30

Wexler Bonham

p. 40

San Diego Zoo

p. 44

Vรถnd

p. 52

Trendy Teashop

Theater Rebrand Animation Magazine 2016 California Prop Website Redesign Law Firm

Mobile App

Icelandic Aquavit

Birch Aquarium Kids

p. 56

Kids Zone Redesign

Lyfta

p. 62

Logos

p. 72

Icelandic Airline


CREAM & SUGAR Trendy Teashop Problem

Cream & Sugar is a trendy teahouse targeting women age 17-30, especially those who are active on Instagram and similar photo-based social networks. The goal is to break away from the norm of tea rooms appealing to mostly older women and little girls and reach a new audience.

Solution

Muted pinks and copper tones create an Instagram-worthy backdrop for the restaurant, while bold black keeps the brand from feeling too delicate. Friendly and elegant sans serif Filson Soft keeps copy easily legible while still having a bit of personality, while Lust Script works as an eye-catching and indulgent display type.

Instructor

Sean Bacon

Class

Page Layout

Typefaces

Filson Soft Lust Script

Elements

Logo Patterns Menu Packaging Signage


Madolyn Covill

Cream & Sugar

p. 5


Differentiation The Status Quo

Current tea houses in San Diego include Tea Upon Chatsworth, Aubrey Rose, and Coral Tree Teahouse. To help Cream & Sugar stand out, I looked at what these businesses have in common. I found that they tend to cater mostly to older women and to little girls for birthday parties. These businesses also have 2-4 fixed menus for tea service and limited options for casual fare. An eclectic, Victorian-inspired aesthetic is another common thread.

A New Demographic

Looking to existing tea houses, women age 17-50 and men are unserved demographics. I chose to focus on women age 17-30 for Cream & Sugar. This group tends to frequent more fast casual restaurants and prefer coffee shops or shops like Teavana for their hot drinks. To draw this demographic to a teahouse, I thought that making it more similar to a coffee shop where consumers can choose to buy a cup of tea to go or to sit with friends over a pot of tea and pastries in a more casual environment.

Borrowing Strategy

Because coffee shops are popular with this demographic, I looked at what strategies I could borrow for a tea house. Coffee shops tend to have a set drink menu with daily specials. Food ranges from a set menu of light breakfast and lunch fare to a rotating selection of pastries. Because tea is mainly served as is, daily drink specials don't make sense for Cream & Sugar, so a set tea menu was the direction I went. Likewise, a daily assortment of pastries makes the most sense for a more casual tea house.

A Touch of Tradition

Another business I looked to for strategy is Eclipse Chocolate. Eclipse used to only be open for brunch, but would offer occasional limited seating dinners. Traditionally tea houses offer a prix fixe menu of small sweets and savories along with tea. Borrowing Eclipse's strategy, Cream & Sugar occasionally offers a more traditional tea service outside of normal business hours and around holidays.

Madolyn Covill

Cream & Sugar

p. 7


Madolyn Covill

Cream & Sugar

p. 9


Madolyn Covill

Cream & Sugar

p. 11


4TH WALL THEATER Theater Rebrand Problem

4th Wall Theater is the rebranding of a San Diego community theater. Culturally minded students aged 16-25 and community oriented locals aged 40-65 would be the main target demographics. The theater does not stand out from its surroundings and can be difficult to find.

Solution

Bright, happy blue, yellow, and purple pair with a brick red to stand out among the surrounding concrete and eucalyptus trees. Geometric sans serif Soleil's asymmetrical counters keep the designs fresh and modern, while the combination of Adobe Garamond and a script brings a classical elegance. Using BeachBar as the script keeps this combination from being at odds from the urban, modern feeling of the brand.

Instructor

Amy Levine

Class

Advanced Typography

Typefaces

Adobe Garamond BeachBar Script Soleil

Elements

Logo Promotional Mailer Signage


Madolyn Covill

4th Wall Theater

p. 13


Madolyn Covill

4th Wall Theater

p. 15


Madolyn Covill

4th Wall Theater

p. 17


KEYFRAME Animation Magazine Problem

Keyframe is an animation magazine with an audience of animation fans and those in the industry age 25-40. Named after an animation term, the magazine mainly focuses on the craft of animation, with interviews and features on current shows and movies.

Solution

Eames and Tenso hold their own on covers featuring stills and promo shots from animations with a variety of styles and color palettes. Baskerville maintains legibility for copy inside the magazine. Because of the great variety in the visual language of different animators, each feature article uses typography matching the tone of the article for the feature start, while the standard Keyframe typefaces are flexible enough to be used in all other areas of the magazine.

Instructor

Sean Bacon

Class

Page Layout

Typefaces

Baskerville Eames Century Modern Tenso

Elements

Covers Feature Articles


Madolyn Covill

Keyframe

p. 19


Madolyn Covill

Keyframe

p. 21


Madolyn Covill

Keyframe

p. 23


Madolyn Covill

Keyframe

p. 25


YES ON 67 2016 California Proposition Problem

2016 California Prop 67 would require grocery stores to charge 10¢ for disposable plastic bags. It was commonly referred to as the plastic bag ban, and was championed by numerous environmental groups. The goal for this project was to reach young voters age 18-35 who may not think of themselves as environmentalists.

Solution

Green is the color most commonly associated with environmental causes. It's used here with a hot pink to help differentiate from other environmental campaigns and to feel fresh for a younger audience. Semiironic catchphrases and riffs on take-out bags play into the retro feel of the color palette, and bold, fresh typeface Cubano accents this perfectly.

Instructor

Sean Bacon Candice LĂłpez

Class

Portfolio Building

Typefaces Cubano

Elements

Buttons Tote Bag Bumper Stickers


Madolyn Covill

Yes on 67

p. 27


Madolyn Covill

Yes on 67

p. 29


JOIA

Website Redesign Problem

Joia is a line of natural sodas that was originally branded by the design firm Replace. The main audience for the brand is trendy individuals aged 21-40 who are looking for interesting mixers for their cocktails. The packaging for the product reflects the unique, ingredient-focused flavors of the sodas, but the website does not.

Solution

This new, responsive website draws from the original packaging and brand standards from Replace. Bright pink and sketch-like illustration help move the eye around the site, and using chocolate brown instead of black keeps everything soft and friendly. To maintain consistency with the product packaging, handwritten typefaces are used for headings and calls to action. Humanist sans serif Gibson has a similar friendly personality, but is more legible for body copy and smaller type.

Instructor

Paul Drohan

Class

Web Design

Typefaces

Amatica Caveat Gibson Sketchnote Square Permanent Marker

Elements

Responsive website


Madolyn Covill

Joia

p. 31


Brand Essence Back to the Start

When Joia first launched, Replace was hired to create the name and look for the brand. The packaging is very unified and clearly communicates the fun, natural feeling behind the brand. The current website, however, feels sterile and bland. When approaching the redesign for the website, I looked to Replace's case study and the current packaging to create a website that complemented and enhanced the brand.

Color and Pattern

When looking at the case study, a bright pink stood out as a major color for the brand, along with a chocolate brown. Organic, sketch-like illustration was featured heavily as well. While each flavor of soda has its own color scheme and illustrations used in the packaging, I opted to use the pink and brown as primary colors, with occasional accents of the individual color schemes for illustrative highlights.

Typography

All of the copy on the packaging is either handwritten or is in a handwritten-style typeface. This works well for the small amount of copy on the packaging, but would be overwhelming on a website where more copy would be involved. I used a variety of handwritten typefaces for headings and call to actions throughout the design, but for larger blocks of text, I opted for a humanist sans serif in the form of Gibson.

Digital Strategy

Focusing on Joia's potential as a mixer and involving social media were both priorities. The story behind the origin of the brand is that a group of friends liked to combine interesting flavors when making cocktails at parties and decided to launch their own soda brand. This collaborative approach inspired the Join the Party page. Letting consumers interact with the brand through an Instagram cocktail recipe contest felt authentic to the brand, and having guest mixologists decide which recipe would be featured on the recipes page adds an extra incentive for users to enter.

Madolyn Covill

Joia

p. 33


Madolyn Covill

Joia

p. 35


Madolyn Covill

Joia

p. 37


Madolyn Covill

Joia

p. 39


WEXLER BONHAM Law Firm Problem

Wexler Bonham is a high end law firm, something that needs to be immediately communicated to prospective clients. The legal industry is very cutthroat and making a good first impression is important.

Solution

Didot works in the logo to make an elegant ligature a crest is created around. The angle of the crest carries through the design in various ways and works with Mr. Eaves Sans to bring a modern feel to the brand. To keep things feeling classic and dependable, Georgia and a deep navy balance out the more modern elements.

Instructor

Sean Bacon Bradford Prairie

Class

Portfolio

Typefaces

Didot Georgia Mr Eaves Sans

Elements

Logo Business Card Stationery


Madolyn Covill

Bonham Wexler

p. 41


Madolyn Covill

Bonham Wexler

p. 43


SAN DIEGO ZOO Mobile App Redesign Problem

The San Diego Zoo is considered to be one of the best zoos in the world. Tech-savvy visitors age 13-35 expect to be able to use a mobile app to help them explore the Zoo. Unfortunately, the San Diego Zoo app has fallen behind when it comes to both customer service and design standards.

Solution

The San Diego Zoo website uses bright colors, lots of photography, and the typefaces Century Gothic and Olivier. The redesigned mobile app draws on the website for its visual design while combining several features guests would use while visiting the Zoo. An interactive map and the ability to purchase and access tickets from the app are major highlights.

Instructor

Paul Drohan

Class

Mobile Experience Design

Typefaces

Century Gothic Olivier

Elements

Mobile App


Madolyn Covill

San Diego Zoo

p. 45


Persona Working From Experience

I have worked at the San Diego Zoo as a tour guide for a little over four years now, and used my experience helping Zoo patrons as research for what features guests would want in a mobile app. Two major groups stood out to me: one-time visitors and annual members. I considered the frustrations and concerns of both groups, but decided to focus on one-time visitors because of their potential to become new members or become repeat visitors after a good experience.

Crafting A Persona

I created and fleshed out an example Zoo guest, named Julie, to better understand and visualize the user experience. Julie Pham is a 28-year-old woman working in tech support in San Francisco. She is very tech-savvy, fairly patient, but does not know very much about the San Diego Zoo. Julie has always loved animals and has heard a lot about the San Diego Zoo. She and her boyfriend have been saving up for a vacation to San Diego, and plan to visit the Zoo. Because Julie works in tech support, she is very comfortable using technology and loves using mobile apps to make her life easier.

App Wishlist

Julie downloaded the mobile app to prepare for her trip to the Zoo. She hopes to learn more about the Zoo and what activities are available. Being able to purchase and use tickets through the app would be a plus. Because she and her boyfriend tend to use apps like Google Maps instead of paper maps, she would love if the app had an interactive map for her to use to navigate the Zoo, especially because she heard that it’s about 100 acres.

Madolyn Covill

San Diego Zoo

p. 47


Madolyn Covill

San Diego Zoo

p. 49


Discovery Outpost

Filters Animals

On

Off

Restaurants Restrooms Drinking Fountains Attractions Gift Shops Kangaroo Bus Skyfari Shuttle Stop

1-Day Pass (Adult, ages 12+, $50)

1-Day Pass (Child, ages 3-11, $40)

1-Day Pass (Adult, ages 12+, $50)

1-Day Pass (Adult, ages 12+, $50)

Includes: One visit to the San Diego Zoo®, Guided Bus Includes: One visit to the San Diego Zoo®, Guided Bus Tour, Kangaroo Express Bus, Skyfari aerial tram, and all Tour, Kangaroo Express Bus, Skyfari aerial tram, and all regularly scheduled shows regularly scheduled shows *Swipe right to add to cart.

*Swipe right to add to cart.

1 2 3

1-Day Pass Plus (Adult, ages 12+, $56) 1-Day Pass (Child, ages 3-11, $40)

1-Day Pass (Child, ages 3-11, $40)

1-Day Pass Plus (Adult, ages 12+, $56)

1-Day Pass Plus (Adult, ages 12+, $56)

1-Day Pass Plus (Child, ages 3-11, $46)

1-Day Pass Plus (Child, ages 3-11, $46)

1-Day Pass Plus (Child, ages 3-11, $46)

2-Visit Pass (Adult, ages 12+, $90)

2-Visit Pass (Child, ages 3-11, $70)


Galápagos Tortoise STABLE

ENDANGERED

THREATENED

Galápagos Tortoise Chelonoidis nigra

Guest Passes

Quick Facts LIFE SPAN Unknown, but one tortoise was recorded at being 171 years old

SIZE Length: Males, up to 6 feet (1.83 meters) long from head to tail and between 4 and 5 feet (1.22 to 1.53 meters) across the curvature of their shell; females are generally smaller

Memberships

Weight: Females up to 300 pounds (136 kilograms); males up to 573 pounds (260 kilograms)

DIET At the San Diego Zoo, the tortoises are offered kale, collard, mustard and dandelion greens, bok choy, and seasonal fruits and vegetables. Galápagos tortoises can retain a great amount of water, which allows them to survive the long dry season on the

Special Experiences

Connect with Facebook

Connect with Twitter or

Account Created!

Full Name

Email

Password

Create Account

Welcome Julie Pham! Check your email for confirmation.

Continue

Madolyn Covill

San Diego Zoo

p. 51


Vร–ND Icelandic Aquavit Problem

Vรถnd is a mid-range aquavit produced in Iceland using traditional and native herbs and fruits. The audience would primarily be women age 25-40 who like light mix drinks with unique ingredients.

Solution

The name Vรถnd is and Icelandic word meaning bouquet, and so flowers from the plants used to flavor the aquavit are shown on the labels. Muted colors keep the design soft, while Arquitecta works to keep the packaging modern and clean.

Instructor Min Choi

Class

Logo and Packaging

Typefaces Arquitecta

Elements

Logo Packaging


Madolyn Covill

Vรถnd

p. 53


Madolyn Covill

Vรถnd

p. 55


BIRCH AQUARIUM KIDS Kid Zone Redesign Problem

The Scripps Birch Aquarium draws in visitors with beautifully designed aquariums and interactive exhibits about conservation and oceanography. Children are a major demographic for them, however, many of the signs are aimed at adults, even in areas designated for kids.

Solution

A custom typeface was made for the signs in this area. Based off of the typography in an old WPA poster for the Ritz theater, the playful, bold shapes attract attention while remaining friendly. Bright blues, green, and orange play off of the logo and the kelp forests in the ocean nearby, while Lato and Open Sans are drawn from the website and compliment the custom typeface.

Instructors

Sean Bacon Candice Lรณpez

Class

Portfolio Building

Typefaces

Lato Open Sans Ritz (custom typeface)

Elements Typeface Signage Stickers


Madolyn Covill

Birch Aquarium Kids

p. 57


Madolyn Covill

Birch Aquarium Kids

p. 59


Madolyn Covill

Birch Aquarium Kids

p. 61


LYFTA AIR Icelandic Airline Problem

Lyfta, meaning to lift, or to raise in Icelandic, is a budget airline that flies between the Eastern U.S., Iceland, and Western Europe. It appeals to budget-conscious adventurers aged 20-50, and needs to present a friendly feeling while reflecting the cultural and natural landscape of Iceland.

Solution

The aurora borealis is one of the major draws for visitors to Iceland, and the logo and color pallete play off of this. To reflect the variation in color within the lights, a gradient is used often in the branding. The bright, fun colors pair with friendly typography to create a welcoming feel to the brand. Sensible geometric sans Avenir works for body copy while Klinic Slab brings a nordic aesthetic to headings.

Instructor Min Choi

Class

Logo and Packaging

Typefaces

Avenir Klinic Slab

Elements

Logo Stationery Paper and mobile tickets Website Plane wrap


Design Brief The Big Idea

The airline is named Lyfta Air, using the Icelandic word lyfta, which means “to lift” or “to raise up.” Iceland is often used as a stopover location for flights between the U.S. and Europe, but it is quickly becoming a destination of its own. Lyfta seeks to tap into this new market and showcase Iceland’s culture and natural heritage while providing affordable and reliable service to travelers.

The Audience

The target demographic is adventurous travelers aged 20 to 50 who are looking for an affordable vacation. This audience is likely to look for cheap vacation deals and would like to visit locations that are seen as authentic and unspoiled, like Iceland. An intuitive UX is key for this demographic.

Differentiation

The main competitors are WOW Air and IcelandAir. WOW Air has a similar audience to Lyfta, but does not emphasize the culture of Iceland in its branding. IcelandAir is the main airline in Iceland and has positioned itself as the default choice for flights in and out of the country. Lyfta makes a niche for itself by tapping into Iceland's national pride in its culture and natural beauty while still offering an affordable and pleasant experience.

Brand Essence

Lyfta is a friendly and affordable option for travelers going to or from Iceland. The color palette, typography, and photography reflect this. While Lyfta caters to American and European customers, it is first and foremost and Icelandic Airline. The brand colors and gradient reference the aurora borealis, often seen in the skies above the country.

User Experience

Airlines tend to overwhelm visitors to their websites with a plethera of links and menu options, making it more difficult for customers to accomplish their goal. The vast majority of visitors to the website want to book a flight, and so the homepage needs to remain uncluttered with just primary navigation and a prompt to begin the booking process.

Madolyn Covill

Lyfta Airlines

p. 65


Madolyn Covill

Lyfta Airlines

p. 67


Madolyn Covill

Lyfta Airlines

p. 69


Madolyn Covill

Lyfta Airlines

p. 71


DECORIS manifest

DECORIS manifest


Speakeasy Veterans Exhibition Campus Theater

Madolyn Covill

Law Firm Natural Cosmetics Trendy Tea Shop

Logo

Nordic Liquor Personal Identity Icelandic Airline

p. 73


THANK YOU! I am extremely grateful to all of the people who have helped make this book possible. To Andrea Singer, my first design teacher who started me on this journey. To all of my classmates who have inspired me and helped me along the way. To all of my wonderful teachers here at City College, and especially to Sean Bacon and Bradford Prairie for all they've done to get me here. To my friends and family for supporting me while I ignored them to get work done. To my cat for not hating me despite not getting as much attention. Thank you. This book was printed on Red River Polar Matte 60lb paper. Typefaces used are Gibson and Bookmania. Photography by Madolyn Covill and Bradford Prairie. All stock photography is for inspirational purposes only. Š Madolyn Covill 2017 All Rights Reserved


2017 Student Portfolio  
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