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Creatively cheerful.


Dedication.


This book is dedicated to: the energy of a million.


Table of Contents


Projects. Nerd Share

003

Reveal

011

Save a Life

033

Food Health

043

Expensify

053

Moon Change

059

Rock-Paper-Scissors

073

Beyond Vodka

079

Girl Talk

087

Walgreens

097

MUNI

113

Paul Mitchell

131

Branding

145


LOCATION /

SAN FRANCISCO UNIVERSITY / ACADEMY OF ART

Creatively cheerful.

PAGE 001

MELISSA KELLY


YEARS /

4

My Story. My aunts call me “The Sun� because I try to find the good in everything. A smile can change the mood in any room. I believe designers can change the world for the better, and that belief drives my enthusiasm. I am looking to use my skills as a visual designer to solve problems and create beautiful pieces.

CREATIVELY CHEERFUL

PAGE 002


CLASS /

PERSONAL PROJECT

SEMESTER /

SUMMER 2012

Objective: As use of new electronics increases, the question of how to properly dispose of them becomes more urgent. Unfortunately, not enough of our electronics are re-used, recycled, or refurbished. Many end up in landfills or are disposed of in an unsafe manner. According to the UN Environmental Program, some 20-50 million metric tons of e-waste are generated worldwide every year. Concept: This service would be a network of tech savvy individuals who would spend their free time in coffee shops and other areas to help update and upgrade the user’s devices. A person can find the technicians through the phone application.

PAGE 003

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

COMPANY /

OPENIDEO

It really takes a network to change e-waste levels.

CREATIVELY CHEERFUL

PAGE 004


CLASS /

PERSONAL PROJECT

SEMESTER /

SUMMER 2012

PAGE 005 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

COMPANY /

OPENIDEO

PAGE 006


CLASS /

PERSONAL PROJECT

SEMESTER /

SUMMER 2012

PAGE 007

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

COMPANY /

OPENIDEO

PAGE 008


CLASS /

PERSONAL PROJECT

SEMESTER /

SUMMER 2012

PAGE 009

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

COMPANY /

OPENIDEO

PAGE 010


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

Objective: Color reflects our personalities, our social circles, our religion, and our world. Imagine what your life would be like without color. How would you pick clothing? How would you organize your closet? How would you match and pick your clothing for work, an interview, a meeting? The Academy of Art in collaboration with Pantone has challenged students with the question, “How can we create social or environmental change with the use of color?� Concept: A simple tactile system of colors for those who have some degree of blindness to use for everyday items like clothing. Team Members: Pora Rith and Allen Aliangan

PAGE 011

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR /

TOM SIEU

Imagine a life without the sight of color.

CREATIVELY CHEERFUL

PAGE 012


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 013 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 014


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 015

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 016


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 017

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 018


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 019

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 020


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 021

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 022


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

black & white pattern

black & white pattern

leather

leather

little red dress

little red dress

PAGE 023

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 024


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 025

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 026


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 027

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 028


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 029

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 030


CLASS /

PRINT 2

SEMESTER /

SPRING 2012

PAGE 031

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM SIEU

PAGE 032


CLASS /

GRAPHIC DESIGN 2

SEMESTER /

SPRING 2011

Objective: This project included making a booklet and website to promote a new invention. These gloves are like the AED pedals; however, they use a more natural since they stay on the rescuers’ hands at all time. The technology is faster and can recognize the difference in heartbeats to return the normal heart rhythm. Concept: The booklet and website needed to clearly show that this is a life saving product in a friendly way. Infographics and personal stories were showcased in this work.

PAGE 033

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR /

TOM MCNULTY

The best inventions are ones that save people’s lives.

CREATIVELY CHEERFUL

PAGE 034


CLASS /

GRAPHIC DESIGN 2

SEMESTER /

SPRING 2011

PAGE 035 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM MCNULTY

PAGE 036


CLASS /

GRAPHIC DESIGN 2

SEMESTER /

SPRING 2011

PAGE 037

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM MCNULTY

PAGE 038


CLASS /

GRAPHIC DESIGN 2

SEMESTER /

SPRING 2011

PAGE 039

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM MCNULTY

PAGE 040


CLASS /

GRAPHIC DESIGN 2

SEMESTER /

SPRING 2011

PAGE 041 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TOM MCNULTY

PAGE 042


CLASS /

TYPE 3

SEMESTER /

SUMMER 2011

Objective: One in three children are considered obese, a statistic which has grown in the last decade. This can be traced to increased additives in food, portion control, and ingredient choices. This project was connected to the many choices a designer has with the Options Paper which has many shades and weights. Hopefully, the right choices will be made. Concept: This project focused on healthy food choices for children and their parents by showing healthy and unhealthy options.

PAGE 043

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

ARIEL GREY

Make the choice to be healthy.

CREATIVELY CHEERFUL

PAGE 044


CLASS /

TYPE 3

SEMESTER /

SUMMER 2011

PAGE 045 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

ARIEL GREY

PAGE 046


CLASS /

TYPE 3

SEMESTER /

SUMMER 2011

PAGE 047

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

ARIEL GREY

PAGE 048


CLASS /

TYPE 3

SEMESTER /

SUMMER 2011

PAGE 049

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

ARIEL GREY

PAGE 050


CLASS /

TYPE 3

SEMESTER /

SUMMER 2011

PAGE 051

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

ARIEL GREY

PAGE 052


CLASS /

INTERNSHIP

SEMESTER /

SUMMER 2012

Objective: This was one of the proposed mockups for a new mobile design that provides all the functionality of the current Expensify application. The design should attract those in new and old businesses. The navigation should be changed as well to allow for more sections to be added in the future application designs. Concept: The iPhone application design uses a new navigation while having the look of a receipt. Company Leadership: Tyler Martin and Marc Katzschner

PAGE 053

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

COMPANY /

SHOTWELL

Expense reports that don’t suck.

CREATIVELY CHEERFUL

PAGE 054


CLASS /

INTERNSHIP

SEMESTER /

SUMMER 2012

PAGE 055 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

COMPANY /

SHOTWELL

PAGE 056


CLASS /

INTERNSHIP

SEMESTER /

SUMMER 2012

PAGE 057

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

COMPANY /

SHOTWELL

PAGE 058


CLASS /

TYPE 4

SEMESTER /

SUMMER 2012

Objective: Create a book about the typeface Fedra, created by Peter Bil’ak. The project should also include a website with the typeface features. Concept: When Peter Bil’ak created Fedra, his first version was stolen when his studio was burgled. He was able to get an extension and changed the overall typeface. He then added more weights and versions. Like the typeface, change is the only constant. The book shows how the composition of the Earth and Moon’s relationship changes over time.

PAGE 059

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR /

ARIEL GREY

The only constant is change.

CREATIVELY CHEERFUL

PAGE 060


CLASS /

TYPE 4

SEMESTER /

SUMMER 2012

PAGE 061 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

ARIEL GREY

PAGE 062


CLASS /

TYPE 4

SEMESTER /

SUMMER 2012

PAGE 063

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

ARIEL GREY

PAGE 064


CLASS /

TYPE 4

SEMESTER /

SUMMER 2012

PAGE 065

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

ARIEL GREY

PAGE 066


CLASS /

TYPE 4

SEMESTER /

SUMMER 2012

PAGE 067

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

ARIEL GREY

PAGE 068


CLASS /

TYPE 4

SEMESTER /

SUMMER 2012

PAGE 069

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

ARIEL GREY

PAGE 070


CLASS /

TYPE 4

SEMESTER /

SUMMER 2012

PAGE 071

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

ARIEL GREY

PAGE 072


CLASS /

GRAPHIC DESIGN 3

SEMESTER /

FALL 2011

Objective: For this project, we could create any iPhone application. This iPhone app is for the popular game of Rock-Paper-Scissors. It utilizes the motion feature on iPhones. The user would chose their weapon and shake the iPhone three times with their partner to see who wins the ultimate glory and bragging rights. Concept: Create a fun and rugged application to showcase this popular school yard game to settle disputes.

PAGE 073

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

JENNY JI

Rock, paper, scissors in no particular order.

CREATIVELY CHEERFUL

PAGE 074


CLASS /

GRAPHIC DESIGN 3

SEMESTER /

FALL 2011

PAGE 075 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

JENNY JI

PAGE 076


CLASS /

GRAPHIC DESIGN 3

SEMESTER /

FALL 2011

PAGE 077

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

JENNY JI

PAGE 078


CLASS /

PACKAGE DESIGN 3

SEMESTER /

SPRING 2012

Objective: Beyond Vodka represents the clarity, simplicity, and quality of premium vodka. It has a special filtration process and combines the finest ingredients Beyond goes down smooth with each and every cocktail and leaves zero aftertaste. Right now, the vodka is reasonably priced but the company wants to raise the price and focus on more high-end clientele that would serve the vodka at parties and events. Concept: Created a label with bold type and a fun pattern. The one made tricks the eye when viewing the bottle.

PAGE 079

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

CHRISTINE GEORGE

The best times always involve friends and vodka.

CREATIVELY CHEERFUL

PAGE 080


CLASS /

PACKAGE DESIGN 3

SEMESTER /

SPRING 2012

PAGE 081 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

CHRISTINE GEORGE

PAGE 082


CLASS /

PACKAGE DESIGN 3

SEMESTER /

SPRING 2012

PAGE 083

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

CHRISTINE GEORGE

PAGE 084


CLASS /

PACKAGE DESIGN 3

SEMESTER /

SPRING 2012

PAGE 085

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

CHRISTINE GEORGE

PAGE 086


CLASS /

PRINT 1

SEMESTER /

FALL 2011

Objective: My purpose was to create a tour book for the mash-up artist, Girl Talk. The book should include the tour dates, discography, and biography. For this project, we were able to create an accompanying website to show similar information which related to the artist. Concept: The aesthetic of the mash-up artist is very urban, organic, and free, so I wanted to include that feeling in the design. There are many references to an urban environment and grungy aspects to show Girl Talk visually in this piece.

PAGE 087

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

TROY ALDERS

Engineering musical mash-ups.

CREATIVELY CHEERFUL

PAGE 088


CLASS /

PRINT 1

SEMESTER /

FALL 2011

PAGE 089 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

TROY ALDERS

GIRL TALK

CREATIVELY CHEERFUL

PAGE 090


CLASS /

PRINT 1

SEMESTER /

FALL 2011

PAGE 091

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TROY ALDERS

PAGE 092


CLASS /

PRINT 1

SEMESTER /

FALL 2011

PAGE 093

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TROY ALDERS

PAGE 094


CLASS /

PRINT 1

SEMESTER /

FALL 2011

PAGE 095

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TROY ALDERS

PAGE 096


CLASS /

PACKAGE DESIGN 4

SEMESTER /

FALL 2012

Objective: In a group we created a look for Walgreens private and store brands. We created Cornerstone as the store brand with three private brands, Dixon, Uptown, and Eight. Concept: To create lines of products with each of their own attributes. Team Members: Courtney Stowell, Brooke Crane, and Anton Schulz

PAGE 097

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

MICHAEL OSBORNE

With you in mind, Walgreens.

CREATIVELY CHEERFUL

PAGE 098


CLASS /

PACKAGE DESIGN 4

SEMESTER /

FALL 2012

PAGE 099 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

MICHAEL OSBORNE

WALGREENS

STORE BRAND

FOOD LINE

MEN’S LINE

HOME DECOR

SPA PRODUCTS

Bold

Moderns

Fresh

Masculine

Functional

Clean

Minimal

Sophisticated

Sophisticated Soothing

PET LINE

PRODUCTIVITY LINE

Contemporary Simple Straightforward Casual Friendly

CREATIVELY CHEERFUL

PAGE 100


CLASS /

PACKAGE DESIGN 4

SEMESTER /

FALL 2012

PAGE 101

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

MICHAEL OSBORNE

PAGE 102


CLASS /

PACKAGE DESIGN 4

SEMESTER /

FALL 2012

PAGE 103

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

MICHAEL OSBORNE

PAGE 104


CLASS /

PACKAGE DESIGN 4

SEMESTER /

FALL 2012

PAGE 105

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

MICHAEL OSBORNE

PAGE 106


CLASS /

PACKAGE DESIGN 4

SEMESTER /

FALL 2012

PAGE 107

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

MICHAEL OSBORNE

PAGE 108


CLASS /

PACKAGE DESIGN 4

SEMESTER /

FALL 2012

PAGE 109

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

MICHAEL OSBORNE

PAGE 110


CLASS /

PACKAGE DESIGN 4

SEMESTER /

FALL 2012

PAGE 111

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

MICHAEL OSBORNE

PAGE 112


CLASS /

PRINT 3

SEMESTER /

FALL 2012

Objective: Our group set forward to research the way that MUNI runs to see if there are ways to fix a broken system. MUNI is at a all time high in unreliability. My group focused on the map and sharing of information to fix many problems within MUNI. Through the project we were also able to partner with Grafik Intervention to get our message and purpose across to the people of San Francisco. Concept: Change the map and sharing of information to improve MUNI. Team Members: Theresa Yen and Kim Dauer

PAGE 113

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

TOM SIEU

Mapping the ridership of San Francisco.

CREATIVELY CHEERFUL

PAGE 114


CLASS /

PRINT 3

SEMESTER /

FALL 2012

PAGE 115 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TOM SIEU

PAGE 116


CLASS /

PRINT 3

SEMESTER /

FALL 2012

PAGE 117

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TOM SIEU

PAGE 118


CLASS /

PRINT 3

SEMESTER /

FALL 2012

PAGE 119

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TOM SIEU

PAGE 120


CLASS /

PRINT 3

SEMESTER /

FALL 2012

HANDLE STRUCTURE

ADJUSTABLE STRAP

SOFTWARE INTERFACE

GRID SYSTEM To accommodate all the necessary components on the handles GRIP HANDLES For the sake of safety and ergonomics (comfortable for holder)

PAGE 121

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

TOM SIEU

COLOR EXPLORATION PHYSICAL APPEARANCE

SOFTWARE INTERFACE

GAMES & ADVERTS Simple games to entertain riders and short ads to help fund the system

MAP BUTTON (left) Riders would know the status of the bus/metro they’re in, and the status of other lines

INTERACTIVE BUTTON Roll & click button used to select options, go to home screen and gaming

STOP BUTTON (right) To request the driver to stop at the next station

CREATIVELY CHEERFUL

PAGE 122


CLASS /

PRINT 3

SEMESTER /

FALL 2012

PAGE 123

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TOM SIEU

PAGE 124


CLASS /

PRINT 3

SEMESTER /

FALL 2012

PAGE 125

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TOM SIEU

PAGE 126


CLASS /

PRINT 3

SEMESTER /

FALL 2012

AMOUNT >

MONTHLY PASS PAYMENT DETAILS

>

CREDIT CARD TYPE YOUR NAME CREDIT CARD NUMBER

YOUR CARD HAS BEEN REFILLED

EXPIRATION

PAGE 127

CCV

GO

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR/

TOM SIEU

SELECT LOCATION MARKET AND MONTGOMERY ST SELECT A LINE 38-GEARY GO STATUS TIME

CURRENT LOCATION

05 min Market and Montgomery St 10 min Geary Blvd & Powell St

CREATIVELY CHEERFUL

PAGE 128


CLASS /

PRINT 3

SEMESTER /

FALL 2012

PAGE 129 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR/

TOM SIEU

PAGE 130


CLASS /

IDENTITY 2

SEMESTER /

SPRING 2012

Objective: Thirty years ago, two friends, Paul Mitchell and John Paul DeJoria, formed a company to support hairdressers and provide high end hair care. They started out with just three products and now have provided over 100 products and 100,000 salons worldwide. With this success, the brand needs a face lift to keep it current and to continue to lead the hair and beauty industry. Concept: The logo now has a high fashion typeface with an awapuhi flower as the main graphic. Every Paul Mitchell product has extracts from an awapuhi flower that they grow themselves in Hawaii.

PAGE 131

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR /

TODD HEDGPETH

Refresh the beauty and hair industry.

CREATIVELY CHEERFUL

PAGE 132


CLASS /

IDENTITY 2

SEMESTER /

SPRING 2012

PAGE 133 MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

INSTRUCTOR /

TODD HEDGPETH

PAUL

MiTCHELL

PAUL

MiTCHELL

PAUL

MiTCHELL

CREATIVELY CHEERFUL

PAGE 134


CLASS /

IDENTITY 2

SEMESTER /

SPRING 2012

PAGE 135

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TODD HEDGPETH

PAGE 136


CLASS /

IDENTITY 2

SEMESTER /

SPRING 2012

PAGE 137

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TODD HEDGPETH

PAGE 138


CLASS /

IDENTITY 2

SEMESTER /

SPRING 2012

PAGE 139

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TODD HEDGPETH

PAGE 140


CLASS /

PERSONAL PROJECT

SEMESTER /

SUMMER 2012

PAGE 141

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

COMPANY /

OPENIDEO

PAGE 142


CLASS /

IDENTITY 2

SEMESTER /

SPRING 2012

PAGE 143

MELISSA KELLY


1 2 3 4 5 6 7 8 9 10 11 12

CREATIVELY CHEERFUL

INSTRUCTOR /

TODD HEDGPETH

PAGE 144


TYPE/

IDENTITY

SEMESTER /

BEFORE 2013

Objective: The following is a summary of identities created while at the Academy of Art University. Concept: Each has a different concept for each project.

PAGE 145

MELISSA KELLY


INSTRUCTORS /

ASSORTED

Identity

CREATIVELY CHEERFUL

PAGE 146


TYPE/

IDENTITY

SEMESTER /

BEFORE 2013

PAUL

MiTCHELL

PAUL

MiTCHELL

PAUL

MiTCHELL

PAGE 147 MELISSA KELLY


INSTRUCTORS /

PAUL

MiTCHELL

PAUL

MiTCHELL

PAUL

MiTCHELL

CREATIVELY CHEERFUL

ASSORTED

PAGE 148


TYPE/

IDENTITY

SEMESTER /

BEFORE 2013

PAGE 149 MELISSA KELLY


INSTRUCTORS /

CREATIVELY CHEERFUL

ASSORTED

PAGE 150


TYPE/

IDENTITY

SEMESTER /

BEFORE 2013

PAGE 151 MELISSA KELLY


CREATIVELY CHEERFUL

INSTRUCTORS /

ASSORTED

PAGE 152


Credits.


Colophon: School: Academy of Art University, School of Graphic Design Course: Senior Portfolio Instructor: Mary Scott Student: Melissa Kelly Telephone: 916-425-8065 Address: 1533 Judah St. San Francisco, CA 94122 email: melissa@melgd.com website: melgd.com Printer: Giant Horse, 1336 San Mateo Ave, S San Francisco, CA Binder: The Key, 5851 Ocean View Dr, Oakland, CA Photography: Melissa Kelly and Project Members Title of Book: Creatively Cheerful Cover Stock: Arrestox book cloth, white, Davey board Text stock: 100# white finch fine text Foil stamping: Yellow Fonts: Din and Chronicle Display Software: Adobe Creative Suite 6 Special thanks to all of my instructors, classmates, group members, and family. Š 2013 All rights reserved. No part of this publication can be reproduced without express permission from Melissa Kelly.



Academy of Art Portfolio 2013