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INTRODUCTION From the young age of 14, I was shaped with a strong work ethic and eye for details from working with my father and uncle in the family masonry business. Every summer I would wake at 5 am, hop in the truck, and go wherever the next job was, learning the trade along the way. Whenever my father and uncle received work or a new job, it came with a set of blueprints for how the building or structure was to be built. After the foundation was poured and solid, we began our brick laying and masonry work. Finally, after the walls were up, we do the finishing touches, from jointing the walls to laying decorative brick and capstone. Branding and design, works in a similar way. First, you start with your blueprint; your brainstorming, sketching, and process of what the project is to be. Then you pour your foundation; your strategy, positioning, and big idea—the groundwork that your brand’s image and design will be built off of. Finally, it’s the finishing touches­—making sure all the type and color are right, and the project rings true to it’s initial strategy and conceptualization. In my life as well as my work as a designer, I continue build upon my foundation, day-by-day, brick by brick.


TABLE OF CONTENTS 005-020

1

Cream × Editorial

2

Élan × Branding, Packaging

021-028

3

Peterbilt × Branding

029-036

4

AudioFirm × Branding, Wayfinding

037-044

5

Sorso × Branding, UX/UI

045-056

6

AIGA × Art Direction, Advertising

057-062

7

Chicano Federation × Branding

063-072

8

Flow × Branding

073-080

9

Bisoux × Branding, UX/UI

081-096

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Brand Identity × Logos

097-098


CATEGORY × Editorial

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CREAM Contemporary Women's Streetwear Magazine Art Direction

Outline

Sean Bacon

Cream magazine is a quarterly streetwear magazine and lookbook for women featuring contemporary designers, influencers, and figures in the industry. The magazine provides readers a look into brands upcoming seasonal collections.

Industry Women's Fashion

Period

Problem

Spring 2016

The women’s streetwear magazine market is very slim to nonexistent and the lifestyle of street culture is being watered down and ran by large corporations in more recent years. Cream Magazine seeks to bring a counter culture feel back to the design, attract new consumers to enliven the culture, but also maintain a modern look.

Typefaces Chronicle Futura Condensed

Solution To achieve the goal set out for Cream, the design needed to have a look and feel of the New York streets; gritty but beautiful. The accompanying fashion takes influence from the early 90’s when streetwear was conceived. The initial inspiration and exploration phase translated into inspiration from a combination of layout and style from 90's avant-garde artists, with the cleanness of Swiss design and typography. Overlaying typography, and bold photography treatments give the magazine a counter culture feel, while still maintaining a modern and feminine essence. The masthead uses an altered version of Knockout for a bold, in your face look and feel that streetwear initially had. A border treatment of vibrant colors that change on each issue is used to ground the photography and direct the focus to the female feature of the cover.

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CATEGORY Ă— Editorial

Design Thinking

Core Values

DESIGN BRIEF

Brands are much like people, guided by strong core values. Cream's values come from the heritage that lies within early streetwear; the grit, and overall finger to authority attitude without the influence from major corporations as it is today . These values are expressed through the visual solution with use of imagery and staying true to these key values.

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AUTHENTIC True to the roots of NY streetwear at its inception COUNTER-CULTURAL The feeling of avant-garde street spirit and style ENGAGING Eye catching and stimulating imagery and feel


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Brand Concept

Target Audience

Marketing Strategy

The streetwear scene has drifted in a more corporate direction since large chain stores and investors saw the financial potential in the niche market. The goal of Cream Magazine is to instill a sense of the gritty nature that streetwear originally had in the 90's, but with feminine appeal, bringing back the original essence of what the streetwear lifestyle was.

The main target audience for Cream Magazine are young women, between the ages of 18-30, who are interested in streetwear fashion and the overall lifestyle. The primary personality type targeted are edgy young females who have some what of a rebellious but refined attitude, expressed through fashion and style.

A good starting point for a new business build brand awareness is through social media outreach. One of Cream's main goals is to build a lifestyle and following around the magazine and brand by providing readers opportunities to post their gear, land express themselves through tagged social media postings and relevant contests.

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CATEGORY × Editorial

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CATEGORY × Editorial

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CATEGORY × Editorial

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CATEGORY × Editorial

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CATEGORY × Editorial

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CATEGORY × Editorial

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CATEGORY × Branding, Packaging

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ÉLAN JUICE Energy Drink for Children

Art Direction

Outline

Min Choi

Élan, which means having energy or spirit, is a startup drink company based out of San Diego, CA. The company's primary beverage is an energy juice line whose primary target market is children ranging from 4 to 8 years of age. All of the juices are produced with health and vitality in mind, using organic sources fortified with vitamins and minerals.

Industry Beverage

Period Spring 2017

Problem Typefaces Rockwell

The word healthy in a child's mind can tend to bring up tyrannical images of poorly tasting food and products. Élan's goal for the brand and packaging was to appeal visually to children while simultaneously catching the attention of health-conscious parents. There needed to be a sense of fun and excitement throughout the packaging and a feeling of subtle refinement for the parents to feel comfortable upon purchasing the product.

Solution A friendly face illustration is featured on each bottle that changes slightly between each flavor. The faces are juxtaposed with varying brush marks and stokes in the shape of the fruit and encompassing the front of the label. This solution conveys a feeling of sophisticated energy and fun. The logotype for Élan is a bespoke handwritten mark which compliments the energy of the brush stokes that cover the majority of the label. The typeface Rockwell is used for label headers and copy for its warm and welcoming but strong and trustworthy construction with it's open letterforms and modern serifs. The labeling features the drinks benefits typeset in an easily digestible way for adults to reviews. Circular graphic elements bring dynamic fun into the labels. A doodling area is also outlined for the young ones to test out their drawing skills for added interaction.

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CATEGORY × Branding, Packaging

Design Thinking

New Beverage Concept

BRAND MESSAGE

The current market for energy drinks is targeted primarily toward younger adults in the 15-30 age range, whose interests are in sports, action sports, or students and individuals who need to pull all nighters. Élan takes a much different approach by creating a drink option for children that is free of all of the artificially flavoring, chemicals and any added sugar or coloring.

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Instead of using potentially unhealthy, artificiallyflavored and enhanced ingredients to make an energy drink, Élan takes a much cleaner approach by providing the energy from fortifying the natural juice with vitamins and minerals. The marketing of the juice as an energy drink is a way to encourage kids to consume healthier beverages and to promote physical activity.


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Understanding

Brand Voice

Target Market

In a world of mixed messaging about what is healthy for you and what is not, there are gray areas that exist with some products. Élan wants to make the message as clear as possible that the drinks they provide are of the utmost quality, and that they have the health of the consumer and their families in mind.

Being a new company with a new product concept, Élan needed to feel new and fresh, but also trustworthy. The naming of the drink flavors was selected using an adjective referencing activity or feeling of elation paired with the fruit used in the juice. This provided a fun way for children to remember the drink they preferred as well as making selection fun and easy.

Although the primary audience for the beverage is children, the branding and messaging had to consider the decision makers in the buying process; the parents. The overall label was designed to appeal to young kids, but make the parents feel confident in buying to product with health benefits and drink facts featured on the bottle, as well as a message from the owner of the brand's commitment. Élan Juice 024


CATEGORY × Branding, Packaging

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CATEGORY × Branding, Packaging

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CATEGORY × Branding

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PETERBILT New Diesel Electric Truck Series Art Direction

Outline

Bradford Prairie

Peterbilt Motors is a motor and trucking company founded and located in Denton, Texas. This trucking company has an All-American style approach to trucking with high quality standards and attention to detail to it's products. The brand, which attracts truck enthusiasts primarily in the 30-50 range, is looking to appeal to younger demographics and expand it's market share with a new electric diesel truck line.

Industry Trucking

Period Spring 2018

Typefaces

Problem

Helvetica Neue Bebas Neue

Due to the company's dedication to producing great trucks, the brand has a strong following and brand loyalty amongst its customer base. Although this brand commitment is a great quality, the company has an out of date look and feel on some of its design assets. The Peterbilt brand needed an updated look to appeal to the newer markets and crowds they were looking to reach, while holding true to their All-American roots.

Solution The main objective was to take Peterbilt into the future with the new line of trucks and design, but maintain the strong brand integrity that the company built over the years. This was achieved by using the signature brand red from the Peterbilt mark as an accent to a warmer maroon hue, which added more vibrance and energy to the brand. For branding assets, Bebas Neue is used primarily as header text, providing a strong sense of solidity. Helvetica Neue was used for its honest, straightforward structure and varying weights,which provided flexibility when highlighting different features and vehicle capabilities. The layouts are centered around visually appealing infographics and interactive type layout, highlighting financial statistics and making the content more engaging. The website sets the trucks against plain black and white backgrounds to showcase the new, beautifully designed trucks to the viewer. The content is laid out to be easily read and absorbed, utilizing a clean, efficient interface that guides the user effortlessly through the detailed information and pages.

Peterbilt

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CATEGORY × Branding

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CATEGORY × Branding

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CATEGORY × Branding

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CATEGORY × Branding, Wayfinding

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AUDIOFIRM Audio Production Community Workspace Art Direction

Outline

Sean Bacon

AudioFirm is a new co-work space based in Los Angeles California, who caters to audio production professionals, ages 26-41, who may not be able to afford a full fledged audio production studio or equipment. This company's aim is to provide a welcoming work environment for aspiring musicians and producers.

Industry Co-Work Space

Period Spring 2018

Typefaces Sofia Pro

Problem This community audio production facility needed to give aspiring musicians and producers a place to produce quality audio, without having the high overhead of a full fledged personal studio. The design needed to have a welcoming feeling, but also have a sense of technological sophistication ensure trust in the brand and the workspace.

Solution To make the space feel welcoming to all types of professionals, a humanistic quality and design approach was explored and executed using elements, colors, and aesthetics found on audio production equipment, or eluding to the idea of sound. The logo was designed emulating the look of headphones and speakers, modifying letter counters to look like the circle bass in a speaker. A wayfinding system was developed using different sound-wave icon designs to help guests navigate the many recording studios, meeting rooms, community editing areas, and other offices and facilities. The color palette of neutral black and white along with a desaturated blue and a more vibrant blue, gives the space a calm feel and a nod to the term "blue noise." The website carries over the aesthetic of the interior space, using imagery of studio and recording areas, contrasted with bright CTA's to draw attention where needed.

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CATEGORY × Branding, Wayfinding

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CATEGORY × Branding, Wayfinding

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CATEGORY × Branding, Wayfinding

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CATEGORY × Branding, UX/UI

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SORSO

Independent Italian Coffee Company

Art Direction

Outline

Leanna Jones

Sorso, which translates to “drip”, is an emerging coffee chain with shops located in Southern California, that specialize in Italian-style roasted coffee. The company targets individuals in the 25-40 year old age range with a more hip style and feel. Sorso’s goal is to keep their vibe authentic to the culture of Italy while having an independent spirit.

Industry Coffee

Period Spring 2017

Problem Typefaces Mostra Century Gothic

With the popularity of coffee shops growing at such a rapid rate, differentiation amongst shops had become a big challenge. Sorso needed a visual language and customer experience that was representative to Italian culture, while maintaining a brand essence of uniqueness.

Solution An app was developed for the company with a straight-forward, intuitive interface to provide users a base to purchase drinks on the go and build up points for free drinks and other perks. The app will help build brand loyalty and customer connections. The brands language shifts away from conventional red hues primarily associated with Italian products, and instead uses a vibrant burnt orange color, reminiscent of Italian espresso machines. The typography is clean and modern utilizing the art deco style and beauty of Mostra on applications such as to go packaging, to go cups, and paired with the bespoke Sorso type in alternate marks. Italian typographic patterns were taken from old textiles and Futurist influence and used on promotional materials and stickers, helping to differentiate the brand and add a visual punch to the branding assets.

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CATEGORY Ă— Branding, UX/UI

Design Thinking

Brand Essence

Naming

DIFFERENTIATION

With the popularity of coffee culture still on the rise, especially in hip SoCal neighborhoods, Sorso differentiates itself from other shops by invoking a brand voice of true Italian aesthetic and quality. The brand stays away from red and instead uses Art Deco inspired elements and patterns to drive home the concept of a real Italian coffee house.

Selecting a name for a any business can be a daunting task. Countless names were analyzed before the final selection was made. After eliminating certain Italian sounding names, an Italian translation from a action in the coffee making process showed promise as a solution. Sorso was chosen based on its overall ease of pronunciation and familiar sounding feel.

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Cultural Aesthetics

UX/UI

Italy has a culture rich in art, architecture, fashion, music, family, and food. For an Italian inspired coffee house, the branding had to mirror these qualities and provide a warm, welcoming experience with some subtle flair mixed in. The solution for Sorso incorporates these aspects of Italian culture and makes sure to not Americanize the brand.

The app for Sorso was designed with ordering efficiency and user friendliness in mind. A user profile may be created to acquire points per order and for a more expedited checkout. Upon opening the app, the user will immediately see a dashboard of points and balance on their account so they aren't surprised with insufficient funds when they go to order their beverage of choice.

To help streamline ordering, a floating action button was designed and appears on the dashboard screen of the user. This is a key feature for the coffee drinkers who want to order their favorite drink with ease. The interface of the ordering screen allows for beverages to be added to the basket without being taken to an alternate page. This provides users a with seamless experience when placing orders. Sorso Coffee 048


CATEGORY Ă— Branding, UX/UI

Adam McNair The Seasoned Coffee Drinker BIO

ABOUT

I am a web developer of 14 years, am currently single living in San Diego CA. I love to have my morning coffee to get me going, and then a few during the day depending how it goes. I also enjoy machiattos here and there, but a great, straight up black coffee is my go to.

35 yrs.

PERSONALITY

TECHNOLOGY Outgoing Learning Ambition Friendly Critical Organized

110k /yr. High digital proficiency

15%

85%

MOTIVATIONS

FRUSTRATIONS

I like to be effective when I'm at work, so waiting in lines at a coffee shop doesn't really work for me. I'd rather have the convenience of ordering ahead, so that my drinks are ready when I am and I can be on my way. I would like the coffee place I visit to be as effective as I see myself.

The waiting, and lines at coffee shops can be ridiculous. I do not like waiting in line to order a coffee. Shops where I live have become so oversaturated it seems like this is everywhere. I would like a platform that made ordering a coffee ahead of time, a reality, it would save me a lot of unnecessary hassle.

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Jillian Bartee

On-the-Go Career Woman BIO

PERSONALITY

I am a new event planner right out of college. I am currently single, and I like having coffee with my girlfriends on the weekend. We all usually meet up at least once every weekend to grab coffee and catch up.

Online Outgoing Ambition Friendly Critical Organized

ABOUT

MOTIVATIONS

FRUSTRATIONS

28 yrs. 55k/yr. High digital proficiency

I would prefer to order coffee on my phone, seeing as how I am on the run often, I can plan my drink pickup around my other errands and meetings without getting caught in a line. Convenience is a major factor for me, and this is something that I value in my life and in vendors.

Long drive through lines are horrid, and sometimes I just don't feel like exiting my car to grab a coffee like many others. I am big on convenience, so any place that can make the process of ordering easier and quicker for me, I am on board with it.

TECHNOLOGY USE 10%

90%

Design Thinking

SITEMAP FLOW

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CATEGORY Ă— Branding, UX/UI

Design Thinking

ORDERING FLOW Home

Order Start

PROCESS 1

On the home screen, the order button is located in the bottom toolbar.

2

The "veloce order" button will provide an account user with an expedited checkout, in which they may skip over most of the ordering process, and go right to ordering their favorite beverage of choice

3

On the initial ordering screen, the user will be greeted with the shops selections based on specific products and coffee brewing styles such as espresso based drinks, brewed coffee drinks, cold brew drinks, and so forth. Tapping one of the drinks fields will bring user to next screen.

3

2 1

Fast Order 4

The veloce order screen focuses on checking the user out with their favorite beverage as quickly as possible. Upon entry,their favorite beverage is displayed and they are prompted to select a drink size.

5

Once the drink size is selected, the rest of the screen will activate, including add ons if the user wishes to make a slight alteration to their beverage. The continue button will also activate once the size is selected for continuing the checkout process.

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5

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Order - Drink Selection

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Sorso's selection is shown from the category previously selected, as well as details about the product including size options, and points for that particular product.

7

Here the user can view descriptive information about the beverage, including ingredients, how it is made, and a caffeine and flavor breakdown

8

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Order - Drink Info/Add to Bag

6

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Size selection of chosen beverage. Once a selection is made, the rest of the screen options and add ons become activated.

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Add Items button places the drink in the basket inside the toolbar. Once user is satisfied with their order, they may click the basket icon to checkout.

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Selecting a pickup time is done on this screen. Once tapped, an overlay with scrolling time selections will appear for the user to choose in 15 minute intervals. An overview is also given for the order where items can be edited if one chooses.

11

Final overview screen with selected pickup time included, which may also be edited. The user may then complete their order by tapping the final "place order" button.

Overview, Place Order

10

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CATEGORY × Branding, UX/UI

Customer ordering and checkout process

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CATEGORY × Advetising

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AIGA INVOLVED Student Participation Campaign Art Direction

Outline

Min Choi

The San Diego City College chapter of AIGA wanted to launch a campaign to bring more attention to their student group and get more students involved in the organization and events. The campaign was looking to target design students primarily in the 18-30 age range, at City College and individuals who may be interested in the program.

Industry Education

Period Spring 2017

Problem Typefaces Gotham

The campaign did not have a large budget, so work had to be done with this in mind, while having a lasting impact that would stick out in students minds, and get them involved in the AIGA chapter and events.

Solution The visual solution for the ad campaign had to be immediately eye catching and recognizable. Using the college's existing color palette of vibrant yellow, red, and cyan, and varying weights of the typeface Gotham, a series of posters were created encouraging students to “get in” the AIGA chapter. Clever copy writing was used that incorporated the prefix "in" for each poster in a way that was appropriate for the event. The main visual element, the reversed out head, implied the idea of thinking and getting your brain activated in the program. This element was used in conjunction with objects inside the head's mind, further expressing the idea of thought and getting creativity flowing.

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CATEGORY × Advertising

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CATEGORY × Advertising

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CATEGORY × Branding

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CHICANO FEDERATION Community Support Organization Art Direction

Outline

Sean Bacon

The Chicano Federation is a non profit organization that provides social services and community advocacy to less fortunate individuals of all ages and ethnic backgrounds in the greater San Diego area. Their mission is to provide opportunities for empowerment and advancement to those in need.

Industry Community

Period Spring 2018

Typefaces Sabon Avenir

Problem Although the organization has been in operation for over 40 years, their identity and branding lacked a sense of the federation’s values and had an inconsistent feel. The Chicano Federation needed a new identity that appealed to a wide variety of backgrounds outside of the Mexican culture that the organization wished to reach. A consistent, intentional, aesthetic needed to be established to help attract new donors, sponsors, and overall recognition to the organization.

Solution The goal for the Chicano Federation was to develop a look that communicated the organization's values and stance, while bringing the company into a new light by appealing to new demographics. Sabon was used as a modified version in the new combination mark and for headlines giving the brand organizational solidity, but with human approachability. The mark, which comes from an Aztec calendar, was improved to be more geometric and unified, with a solid feel. The color palette of earth tones includes a desaturated orange accented by a maroon and vibrant red. Carefully chosen photography of optimistic families and children invoke a sense of hopefulness and progress which is a basis for what the organization sets out to achieve. The website was designed on a 12 column grid for flexibility and ensuring responsiveness across devices.

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CATEGORY Ă— Branding

Design Thinking

Mission Statement

Brand Language

BIG IDEA

The Chicano Federation provides opportunities and support for those in need. A new mission statement and brand language had to keep in mind the overall cultural aspect of the brand and the new direction the company tends to take, in providing support and opportunity to people of all backgrounds.

For any brand, consistent use of elements including type, color and image are crucial in building a lasting, recognizable look and feel. For this reason, brand guidelines book were designed to help build uniformity and consistency in the Chicano Federations look, and help to carry the brand through future production of new design assets and marketing materials

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Big Idea

Values The Chicano Federation has a strong local foundation in the greater San Diego county area, and is big on the idea of helping those in need in the community. This sense of community and support needed to be designed in an engaging way to raise awareness of the Federation and its programs, while prompting responses for donations.

COMMUNITY Providing a sense of togetherness through services

Community Empowerment

SUPPORT Lending a helping hand to individuals in need ENGAGEMENT Prompting action and support Chicano Federation 066


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CATEGORY × Branding

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FLOW

2018 San Francisco Design Conference

Art Direction

Outline

Amy Levine

Flow is the name of an emerging design conference based in San Francisco, CA. The conference is tailored toward creative types of all design disciplines, from students to seasoned professionals, and is a platform for learning and career growth.

Industry Education

Period

Problem

Fall 2016

Being an emerging design Conference, the primary objective was differentiation from other design conferences. Flow plays off the idea of the mental state of being totally absorbed in one’s work or activity at hand. This idea does not resemble any of the former conference themes or brands.

Typefaces Nunito Sans Avenir

Solution To express the idea of the fluid but engaged state of mind, a vibrant color palette was used consisting of vibrant blues, purples, and green hues paired with a white or black background to help the elements activate the medium. The branding uses amorphous shapes and flowing dots to help guide the eye or call attention to certain key points and messaging. The desktop website utilizes a horizontal scroll as a way to peak the users interest and provide interaction with the website and features. The flow logotype which uses the Avenir Black typeface, is used with the amorphous shapes or on its own depending on application. The digital applications of flow use Nunito Sans, a web safe typeface very similar to the structure of Avenir. Other branding elements such as banners, tote bags, t-shirts, and name tags use the same elements to tie together the branding for Flow.

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CATEGORY × Branding

Flow full horizontal scroll on desktop website

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BISOUX

Premium Styling & Beauty Salon

Art Direction

Outline

Leanna Jones

Bisoux is a high end salon based out of Alexandria, VA catering to higher income 35-50 year old women. The salon is looking to tap into a younger market and attract more clients in the 25-35 age range who take their hair and styling seriously.

Industry Beauty

Period

Problem

Spring 2017

The challenge was to come up with an identity that catered to the primary audience of older women, but also felt fresh enough to appeal to their new target demographic of younger women. Bisoux needed a more dynamic mark along with branding and digital applications that appealed to both target audiences.

Typefaces Akzidenz Grotesk

Solution Bisoux needed a logomark that would speak to French culture and sophistication, but maintain a contemporary brand feel. The new mark consists of an altered letterform from French Victorian style typography, paired with an extended sans serif for the salon’s name, which maintains the modern feel of the salon, with added character. A deep purple is used as the accent color against a primarily black and white palette, giving the salon a unique, higher end feel without coming off as pretentious. The website design uses black and white photography and carries the purple hue throughout the CTA's and accents. The websites new booking feature prioritizes user experience by grouping related booking steps together for ease of use and quicker checkout, and provides a personalized feel for the user. The website was designed with a mobile first approach to cater to younger users.

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CATEGORY Ă— Branding, UX,UI

Design Thinking

A New Target Audience

BRAND POSITIONING

A primary goal for the Bisoux branding update was new customer acquisition. They wanted to start appealing to a younger, millennial generation that is willing to spend higher prices on better haircare and styling. This led to the building of a responsive website and an easy to use booking application. Despite the new audience, the existing target market

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of upper middle class 35-50 year olds could not be ignored. The sophisticated look is maintained through the brand refresh. The new website gives the audience ease of booking for both audiences, with optimization for desktop and mobile.


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User Experience In order to earn new customer trust with the brand and acquire the desired target audience, the website was designed to guide the user through Bisoux to familiarize them with the overall brand, services, stylists, and level of expertise of the salon. The interface was designed to be very clean and precise, emulating the interior aesthetic of the shop.

This sophisticated simplicity allows the user to easily digest all the information about the salon and navigate around the website or mobile version without the overwhelming amount of information many salons have. The user's comfortability with the brand, and its digital ease of use should help to convert first time clients into full time regulars.

The new Bisoux site was purposefully designed with mobile-first in mind to appeal to Google's new mobile-first indexing. This will help the brand in SEO and Google page rankings. This mobile first concept will also appeal to the younger demographic that Bisoux wants to reach by providing the user a hassle-free, responsive mobile site.

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CATEGORY × Branding, UX/UI

Design Thinking

Personas

Rachel Stevens The Style Enthusiast BIO

ABOUT

I consider myself a hair enthusiast. I enjoy salons and getting my hair done on a regular basis. I know what I like and I don’t mind spending the extra money somewhere that I know will do a good job and create the look I want.

27 yrs. 60k/yr. High digital proficiency

PERSONALITY

TECHNOLOGY Outgoing Learning Ambition Friendly Critical Organized

10%

90%

MOTIVATIONS

FRUSTRATIONS

I want connect with my stylist and salon that are compatible with my particular styling and color preferences. I am particular about what I like, and would prefer to find my ideal salon that I know will do a good job, and easy to set appointments with my stylist of choice.

I do not like booking through my phone at some shops, it’s just confusing to do. They also only give the name of the stylist and I cannot see who I can going to end up with. It isn’t a deal breaker but I personally like to see who is going to be working on my hair.

085 Brick × Brick


PROJECT × 1 2 3 4 5 6 7 8 9

Leila Radoluvich The Experimenter BIO

PERSONALITY

I am a bit of a free spirit and I like to try new things with my hair in terms of color and styling. I am looking for a stylist and hair salon I can book who I know will work with me, be experimental with hair styling, and do a great job with my look.

Online Outgoing Ambition Friendly Critical Organized

ABOUT

MOTIVATIONS

FRUSTRATIONS

24 yrs. 40k/yr. High digital proficiency

I like to shop and book appointments on my phone. It would be nice to have a salon that has an appointment feature to connect with a stylist who is willing to work with my free spirited approach, and a stylist who is willing to try new things in terms of styling and color.

Getting a stylist who is very rigid in their approach, and wont necessarily try new things in terms of styling. I don’t like shops that are not up to date and cannot book online. I don’t feel like making a call, I would rather book while I’m mobile surfing or shopping on my phone.

TECHNOLOGY USE 5%

95%

Kaylin Johnson The Professional BIO

PERSONALITY Online Outgoing Ambition Friendly Critical Organized

I am a professional working woman in the real estate industry, and for me, when I look great, I feel great. I prefer salons that have the highest attention to detail, and really care about customer satisfaction. I hold myself to high standards and my salon should too.

ABOUT

MOTIVATIONS

FRUSTRATIONS

48 yrs. 110k/yr. Moderate digital proficiency

I need a salon that makes it easy to book appointments, as I am on the go constantly. I feel it helps to know your salon and stylist well. In my opinion, it helps get a better end result with styling and overall trust and connection

I do not enjoy it when I’m not able to book conveniently from my smartphone. Sometimes it is much easier to make an appointment between clients and some salons do not have this luxury. For me that is a huge negative.

TECHNOLOGY USE 15%

85%

Mary-Ann DuBella The Trendy Mother BIO

PERSONALITY Online Outgoing Ambition Friendly Critical Organized

I am a full time mother of 2 and working woman, but love to get my hair styled and treated frequently. I need a salon that is convenient, precise, and a stylist who knows what I like, and that I can trust will do a great job, no matter what styling or color I choose.

ABOUT

MOTIVATIONS

FRUSTRATIONS

54 yrs. 80k/yr. Moderate digital proficiency

To find a salon that can take care of my hair needs. I want to be able to book a hair appointment where I can be confident in my stylist, and know who I choose can be my long term stylist, and will do a fabulous job.

Sub-par salon work, treatments and stylists who do not have attention to detail, or booking a stylist who ends up not being the right fit for me, or cannot create the kind of hairstyle or cut that I may be going for or looking to try.

TECHNOLOGY USE 20%

80%

Bisoux Salon 086


CATEGORY Ă— Branding, UX/UI

Design Thinking

SITEMAP FLOW

OPEN MOBILE SITE

SERVICES

Stylists, services,and appointment booking can be made or viewed from home screen.

The services page shows the user the services provided by Bisoux, including the prices for that selected service. The CTA's prompt the user to book that selected service which will then bring them to the corresponding booking page pertaining to the service chosen.

The booking feature is always available in hamburger menu in navigation bar.

087 Brick Ă— Brick

ABOUT

CONTACT

The about screen will show Bisoux's accolades, location, and bios of their specialists, and the ability to book specific specialists through that page.

Basic contact information is shown here including address, location, phone number, and a map that will direct the user to Google maps for directions when tapped.


PROJECT Ă— 1 2 3 4 5 6 7 8 9

1

2

3

BOOKING 1

The user is first prompted to either create an account, or they may log in as a guest (for this scenario, the user will continue with guest checkout).

2

On the following screen they select their styling and appointment details. Date and Time menus are overlay screens for selection.

3

The next screen shows the stylists available on the dates and from the services selected.

4

The final screen in the process asks for credit card information to hold client appointments. Once confirmed the user is take to a final confirmation page in which they may save as a receipt and for records.

4

Bisoux Salon 088


CATEGORY × Branding, UX/UI

Appointment booking for guests

089 Brick × Brick


PROJECT × 1 2 3 4 5 6 7 8 9

Bisoux Salon 090


CATEGORY × Branding, UX/UI

091 Brick × Brick


PROJECT × 1 2 3 4 5 6 7 8 9

Bisoux Salon 092


CATEGORY × Branding, UX/UI

093 Brick × Brick


PROJECT × 1 2 3 4 5 6 7 8 9

Bisoux Salon 094


CATEGORY × Branding, UX/UI

095 Brick × Brick


PROJECT × 1 2 3 4 5 6 7 8 9

Bisoux Salon 096


CATEGORY Ă— Brand Identity

Filmmaker Identity

Real Estate Organization

Masonry Construction Business

Coaching & Mentoring Company

Family Pizzeria

Children's Fitness program

097 Brick Ă— Brick


PROJECT Ă— Logo Desig n

Small Energy Company

Small Financial Institution

Young Women's Clothing Store

Conference for Maternal Improvement

Hip-Hop 'N' Tea

Willie's Surf Company

Logos 098


099 Brick × Brick


THANK YOU My deepest thanks and gratitude go out to all of those who helped me along this process of designing this book. Salud and great thanks for all of those who I met and mentored me on my journey at City; Sean, Bradford, Amy, Maelin, Min, Joel, Leanna, Eugene, and Julie. I won't forget you guys. This book is dedicated my mother, family, and closest friends for supporting me, and having my back.

Some of the photography in this book are from Unsplash, Pexels, and Google Images. Images taken from the Internet are for inspirational use only. No portion of this book may be used or reproduced without permission from the designer. CopyrightŠ 2018, Matthew Hood, All Right Reserved

Thank you 100


Mhood portfolio brickxbrick issuu  

Matthew Hood Portfolio 2018

Mhood portfolio brickxbrick issuu  

Matthew Hood Portfolio 2018

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