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POWER OF DESIGN One of my passions in life has been volunteer work at a local non-profit that retrains wounded veterans. It was there that I first became aware of the power of design. A lack of brand strategy and ineffective design choices impacted the ability of the organization to raise money to help more veterans. With my knowledge of digital tools I was asked to develop a new logo, business cards and brochure. Working with a limited budget and unable to hire a graphic designer, I did what any person committed to a cause and in over their head would do and googled it. The initial discovery of typography, graphic design principles and layout made me realize, learning how to do this was no weekend project. The need to really make a contribution to young wounded men and women who had given so much inspired me to go back to school. After two intense years of graphic design study and growing my portfolio, I am now more convinced than ever of the power of design. More important than the skills I’ve discovered, I’ve learned design thinking and how to approach problem solving in unexpected and innovative ways. I’m determined to use design to make a difference.


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DESIGN FOR GOOD

Social Consciousness

Michelle Iverson / AA Portfolio


PROJECT 1

KARMA SOCIAL CONSCIOUSNESS

CATEGORY Brand Identity

INSTRUCTOR Sean Bacon

TYPEFACE Baskerville

OBJECTIVE Karma is a cafe that is also a local community-meeting place. Their mission is to serve great food, delicious coffee and motivate the people who meet there to connect, forge bonds and inspire people they come in contact with. It is an interactive cafe that appeals to trend conscious, socially aware men and women aged 17 - 30.

SOLUTION The brands location in an upscale shopping mall drove the look and feel of the design choices. The font Baskerville was chosen for the logo to portray a clean, sophisticated and expensive feel. To add a youthful fun aspect and provide the ability to easily change the wordmark without redesigning it, various treatments were created to fill the inside of the logo while keeping the overall look cohesive. A collage of varied multicolored trendy patterns was developed to represent current fashion patterns that are seasonally popular and used when the logo is large scale. A hand drawn floral and animal print was created and featured on the cafe’s chalkboard. Lastly, the logo was filled with the pantone color of the year to be used when the size is reduced. This last iteration will change each year as the color is widely influential on popular fashion colors.

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DESIGN FOR GOOD

Cultural Engagement

Michelle Iverson / AA Portfolio


PROJECT 2

INGENIUM CULTURAL ENGAGEMENT

CATEGORY Cross Cultural

INSTRUCTOR Amy Levine

TYPEFACE Sheru Pro

OBJECTIVE The Ingenium Theatre Group wanted to increase the percentage of repeat season ticket purchases from current patrons by creating a targeted direct mail campaign that would engage their audience and stand out from the crowd. The season consisted of three productions that featured a look back into the traditions of 19th century China that was juxtaposed with lively scenes from contemporary life.

SOLUTION To embrace this concept, traditional Chinese patterns were selected to pay tribute to the past. Scale was increased, resulting in a more dynamic impression. Sheru Pro, Gang of Three and Milk Shake Frase fonts were chosen for their brief nod to an Asian style without being too stereotypical. These typefaces were further modified to create a cohesive, modern and intriguing look. A bright palette of turquoise, tangerine, lime and yellow was employed to create an individual and lively attitude. Elements from the season tickets were combined with imagery from the plays to invoke feelings of excitement and anticipation to further encourage recipients of the direct mail piece to attend the season performances.

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Gotham Black

Shojumaro

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DESIGN FOR GOOD

Cultural Engagement

Michelle Iverson / AA Portfolio


PROJECT 3

FELT CHARITY POKER

CATEGORY Publication

INSTRUCTOR Sean Bacon

TYPEFACE Aviano Serif

OBJECTIVE Felt is a magazine designed for the players at the World Series Of Poker, the largest annual poker tournament in the United States. The target audience ranges in age from 21- 80 and is 90% male. The magazine would be distributed in the sponsored players lounges and needed to reflect the elevated brand image.

SOLUTION The existing WSOP logo needed to be used in combination with the magazine logo so the letters E and L were downsized to provide the necessary space. The other to letters, F and T were rounded to give the illusion of a poker table. The WSOP logo was then separated and the suit symbols were intertwined in the magazine logo to convey the message that the publication was produced by the WSOP but was its own entity. Gold was used for the logo and inside the magazine to indicate luxury and to reflect the $10,000 dollar buy in for the poker tournament’s Main Event. The Aviano Serif font was used inside the magazine for its upscale sensibility and the Gotham font for its large family and readability.

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water

raise

give back


water

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raise

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play for charity

Aviano Serif

water saves lives

give water


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Aces

you finally got them

now what?

“You will want to slow play your AA to get a big double up...rethink your strategy.” Daniel Negranu Raise, raise, and raise again before the flop. Make it hard for the other players to get in with weak hands.

You raise preflop to make it easier for yourself on the flop.Try making it 5 or 6 times the big blind. Get them

After the flop, keep the pressure on. Pocket Aces are difficult to play. Make it easier and play them strong.

K been cut means the left-hand side of the back of a card does not match the right-hand side. Since the design is asymmetric it allows the cards to be rotated by an edge-sorting team who work together to rotate the cards to help read their values before they’re dealt. Certain key cards are rotated to have the full diamonds across the top and right edges, while other cards are rotated to have the full diamonds on the bottom and left edges. Of course, the cards will get mixed up, but the team continues to sort them every hand, and after a few shuffles, most of the cards will be

“Ivey’s counsel, Richard Spearman QC, told the court that edge-sorting involved nothing more than using information that was available to any player simply from viewing the backs of the cards that the casino chose to use and making requests of the casino – which it could accept or refuse.” The Judge, however, disagreed with Ivey, saying; “The fact that Mr Ivey was genuinely convinced that he did not cheat and that the practice of edge sorting needed considerable support from others was not determinative of whether it amounted to actual cheating.”

“Top Poker Pro Phil Ivey has denied that he cheated when playing Baccarat at Atlantic City’s Borgata & Crockford’s casinos.”

Atlantic City casinos accuse legendary poker professional Phil Ivey of cheating them out of $22 million dollars at the Baccarat tables.

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hil Ivey, a 38-year-old, winner of ten World Series of Poker bracelets, is being sued by Atlantic City’s Borgata Hotel Casino and Spa. The casino wants Mr. Ivey to return the $9.6 million he won from them while playing Baccarat. In a countersuit, Ivey is suing Borgata and Crockfords casinos for the $12 million dollars in winnings after the casinos refused to pay up. On both occasions Borgata and Crockford casinos agreed to certain conditions that Ivey stipulated before he would commence play. They chalked up Ivey’s unusual requests as ‘superstition’, but were forced to reconsider that opinion once Ivey had won significant amounts of cash.

In an interview that was broadcast on CBS’s 60 Minutes Sport Tuesday, Ivey denied that he had done anything wrong. “I’m viewing the casino as my opponent,” he said. “It’s my job to exploit weaknesses in the house.” On the second day of Ivey’s court case the poker pro admitted he used an old technique called “edge sorting” in order to give himself an edge against the house. Also named in the lawsuit is Cheng Yin Sun, who reportedly went with him to the Baccarat table and gave instructions to the dealer. “Ivey and Sun argue that Borgata willingly agreed to all of their requests and provided all the implements of gambling, and that all of those requests, along with their observations

of the patterns on the playing cards, were lawful.” He also said that he did not consider edge sorting to be cheating. BACCARAT EDGE SORTING In card games, edge sorting is a way of identifying playing card values by their backs, due to the way the cards have been cut during production. Cards are supposed to have equally-spaced borders when they are cut, but on some occasions the production process introduces flaws. Such is the case with cards produced by Kansas City-based company Gemaco Inc. Their cards have a row of small white circles across the back, and the way the cards have

Phil Ivey and Cheung Yin Sun heading to court


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DESIGN FOR GOOD

Recycling

Michelle Iverson / AA Portfolio


PROJECT 4

STAX RECYCLING

CATEGORY Sustainability

INSTRUCTOR Sean Bacon

TYPEFACE Four Seasons

OBJECTIVE Stax is a rapidly growing small company that started selling freshly prepared salads in mason jars at local farmers markets throughout San Diego. They needed a flexible branding system that could grow with them yet represented their handcrafted artisanal approach to authentically creating their products. Stax caters to a health-conscious lifestyle audience who appreciates the simplicity of purchasing pre-made meals but doesn’t want to sacrifice health and quality.

SOLUTION Stax needed a cost effective packaging solution that was flexible and easy to use when on-site. The T in the logo was combined with a mason jar to emphasize the brands home crafted identity. The use of distressed typography and iconography, enhanced Stax’s organic intention. Rustic craft paper and a stamping solution, communicates the brands artisanal core message while maintaining the need for cost effectiveness. Above all, the design approach can be adapted as the seasons and ingredients change.

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DESIGN FOR GOOD

Cultural Engagement

Michelle Iverson / AA Portfolio


PROJECT 5

PTSD MENTAL HEALTH

CATEGORY Design For Good

INSTRUCTOR Sean Bacon

TYPEFACE Gotham

OBJECTIVE The PTSD Help organization wanted to create an eye catching brochure and promotional poster to reach out to members of the military between 18-40 who might be suffering from PTSD. They believe that awareness is the first step to getting help and wanted to emphasize the common symptoms that their core audience might be experiencing.

SOLUTION Being sympathetic to the demographic and their state of mind, a one-color format with simple graphics and clean lines was chosen. The Gotham Condensed font communicates a strong presence and builds trust. A straightforward approach to the copy was used as a way to emphasize the message and clearly communicate that help is available and easy to access. Visual symbols were used so that the message would invite further inquiry. The army green color was chosen to give a sense of familiarity and connection, and speak clearly to people that are affiliated with the military.

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The Invisible Wound


My heart beats

like crazy and I break out in sweat. I feel hot but my hands and feet are cold. I was told in the military that if I talked about my problems or got help I would ruin my career. Loud noises startle me and I feel like I am on guard all the time. I am tired and I have nightmares. I don’t know what to do ? to make it better. My marriage is falling apart and I can’t talk to my wife. Every 80 minutes 1 veteran dies by suicide. I’m worried that I might be next. I’m afraid to ask for help because I think that people will think I am weak.....

I have PTSD.


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DESIGN FOR GOOD

Sexual Health

Michelle Iverson / AA Portfolio


PROJECT 6

NATIONAL CONDOM DAY SEXUAL HEALTH

CATEGORY Packaging

INSTRUCTOR Sean Bacon

TYPEFACE Punk Rock Show

OBJECTIVE National Condom Day is celebrated on college campuses during the week of Valentine’s Day. It was originally started on the Campus of UC Berkeley and has grown into an educational day for high schools, colleges, family planning organizations, sexually transmitted disease awareness groups, AIDS groups and condom manufacturers. Condoms were packaged and distributed on college campuses to males and females aged 18-22.

SOLUTION Historically, the primary focus of the condom campaigns has been to emphasize the importance of using humor to help educate and this approach was used in creating the copy. Bright neon yellow and green were used against a background of black to create a vibrant electric combination. The NilNilSixNine, Punk Rock Show and Blaktur fonts were chosen for their vitality and to communicate the provocative nature of this racy campaign. The use of strong diagonals further reinforces the dynamic design and directs the eye to the copy meant to arouse the curiosity of this demographic.

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DESIGN FOR GOOD

Youth Outreach

Michelle Iverson / AA Portfolio


PROJECT 7

LATINO FILM FESTIVAL YOUTH OUTREACH

CATEGORY Advertising

INSTRUCTOR Candice Lopez

TYPEFACE Impact

OBJECTIVE The California Latino Film Festival is designed to endorse underrepresented Latino communities in the media arts field. They feel strongly about portraying these groups with timeless iconic images that celebrate the vibrancy of Latino culture. The annual film festival targets attendees 25-40 and introduces audiences to an incredibly diverse amount of genres and movies coming from all over Latin America, Mexico, USA and Spain.

SOLUTION The promotional poster for the festival pulls images from one of the 18 films from 2015. The film shoots scenes at the Xochimilco Festival, that takes place in the southern part of Mexico City. The iconic images from this celebration were used as inspiration in the creation of hand drawn flowers in a traditionally Latino folk art style. They were colored in deeply vibrant hues that are symbolic of Mexican street art. A type lockup was developed using the font Impact to convey boldness and strength.

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ND O D PEN YC TEUS OLHO TE SK SM SK UND US YC BO E US ML L IE U K JR UBANA LA R L C O O .W UE S SA L D A DE G AY SA UA NA LA RUED T NA A BA A BA CU DE GUAN N A A U B L A A AG BA CU Y SO U ANABA C A S CO IN S A T CI ST Y U AL A S O C SK E Y H C HE

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PEN SKY CIELO

ABI DO ER UN TO SOU BO IERTO SOULB LBO UL O AB OU UN SO IEL

NABACOA M I LA RUEDA DE GUA STU NA RA BA OP OA MISTU RA OPEN SKY CIEL CU EN A ABAC O A AN LS BIE SK GU OULBOU D OPE N CIELO SA RT N TO S S OP DE O IER CIE EN A AB LO D ALA S INT ION T S E S N M L N A K S A C LO O NTE I B U O LB IE IE DI NE OU O RT S MALA BA ENCI NES ND S A A E L I L L NT E OA LS S O NS B L NE P O I S O I I E A L N SHE RT LL S MALAS IN ENC A T LA O CA S P S AN L N O A L S AL AN LA S SA LS

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CIELO ABI ER TO SOU O SOUL LBO BO UN UN D D OPE TE NS KY US CI EL O

A NE LL SHE CAN A L EB A S SA NES TH AL LS TENCI O AY A S IN GUANABACOA M CU LA .W DE I S H B UED A T JR MA EC UR LA R S S OLHOS MEU AN A NA TEU LA S A M OUN D LA LA BA L ULB LK JR. W K A RU CU Y SO E SM N T O E H SK M U E LHOS E RT T Y WA WAY HE BA C SO R. Y EU TH US MLK J I NT ME EN ENT T IO N

U TE

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S LAS MA ION TE NT AD IN ALL SHE EB NES TH TENCI O AY S IN LA .W JR MA S LA

CIELO ABIE RTO SOULBOUN SKY DT EU EN SO OP OLHOS ME US MLK JR. WA S EU YT LH T K L HE D O N M U SM BA S O EU D B L E SM INT U M S EN O TIO LK H O L T N R O E S BI A

UL

POSTAGE HERE

CIELO ABIE RTO SOULBOUN SKY DT EU EN SO OP OLHOS ME US MLK JR. WA EUS YT LH LK HE DT O N M ALAS IN TENCIONES A M U SM B S S AD O LL LA EU B S S L HE E SM I U ON N M I E C T L O I O ABIER S OP TE CA T SKY S LK NT N E N O E N E P H IO N O SK L O T LA S K A B N N Y I R E O E R O C L P A Y TO SA E IE S O I R D B LS SO CIEL N A A BA O ABIERTO SOULBOUN PE E AB LO MI H D BOU IE IE A N C O D C MIR T S OL A HO O EN OP


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DESIGN FOR GOOD

Remedial Reading

Michelle Iverson / AA Portfolio


PROJECT 8

CONNECT REMEDIAL READING

CATEGORY Design For Good

INSTRUCTOR Amy Levine

TYPEFACE Univers

OBJECTIVE Connect is a remedial literacy program sponsored by National Geographic to bring young readers up to grade standard in reading ability, speed and comprehension. The program takes a mixed media approach and is designed for boys and girls aged 8-12. It includes books, teacher support material and a game app to encourage different learning modalities.

SOLUTION A fantasy world made out of cut paper where reading success and accomplishment reign, formed the concept and imagery for this series of textbooks and learning materials. Knowing that at this age many students are quite adept at video games and navigating imaginary worlds these accomplishments were leveraged to bring synergy between game playing and reading. Minimal amounts of type were used on the covers to encourage readers to pick up the books and explore without being intimidated by their reading level. The Univers font was chosen for its easy readability. To further enhance the game world, a series of covers was developed that when placed side by side carried the action from one level to the next. The intention was to create a desire to beat the current level book and move on to the next, while taking away any stigmatism associated with numbering or naming commonly used in remedial reading materials.

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Univers Roman

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Connect NATIONAL GEOGRAPHIC

Language • Literacy • Content

Level C STUDENT eEDITION Unit 1 HAPPY TO HELP

Unit 5 MYSTERIES OF MATTER

Unit 2 NATURE'S BALANCE

Unit 6 FROM PAST TO PRESENT

Unit 3 LIFE IN THE SOIL

Unit 7 BLAST! CRASH! SPLASH!

Unit 4 LET'S WORK TOGETHER

Unit 8 GETTING THERE

©NGSP & HB. All rights reserved. Unauthorized copying, reproduction, hiring, lending, public performance and broadcasting prohibited. ISBN 978-012345-575686


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DESIGN FOR GOOD

Charity Flowers

Michelle Iverson / AA Portfolio


PROJECT 9

STUDIO FLEUR CHARITY FLOWERS

CATEGORY Brand Identity

INSTRUCTOR Sean Bacon

TYPEFACE Bodoni

OBJECTIVE Studio Fleur is a specialty flower shop that creates unique event floral arrangements for parties, charity events and weddings. They fill a void in the industry by re-purposing their flower arrangements into gift bouquets that are given to young patients at Children’s Hospital. They cater to women between the ages of 28 - 50.

SOLUTION Strategic name development takes into account an organization’s core values, it’s consumers, and competition. With this in mind the name Studio Fleur was chosen to convey the flower studio’s elegance, sophistication and individuality. The Bodoni font was chosen for its classical elegance. The color scheme of steel blue and sand colored neutrals differentiates it from the industry standards of pink and green. Business cards, floral wrapping, stickers and event order forms were all created to give a unified cohesiveness and professionalism to the brand.

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SONIC AIR

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DESIGN FOR GOOD

Logos

Michelle Iverson / AA Portfolio


4 Mark 80 %

SONIC AIR


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THANK YOU It is with the most heart-felt gratitude that I would like to thank my teachers at San Diego City College. I was lucky to be able to start my graphic design journey with encouragement from Candice Lopez who has imparted a love of design that will influence me far into the future. Amy Beecraft taught me to love type and Amy Levine how to play with it. Min Choi taught me what it takes to be a professional and Andrea Singer the beauty of the hand-crafted. I would especially like to thank Sean Bacon. He has tirelessly been available at all hours of the day or night as teacher, art director, friend, coach, mentor and even therapist. He has pushed me to not settle for anything less than my personal best and I am truly grateful. Most importantly I could not have done this without the support and help of my beautiful family. Rick, who has taken over at home, Stephanie and her daily check-ins, Ryan, Katey and my beautiful daughter Megan who has told me every day how great my projects are. I love you all!

COLOPHON DESIGNER: Michelle Iverson CONTACT: m@MichelleIverson.com PAPER: Red River 50lb Matte Double Sided COVER: Neenah Touche Cover Cream TYPEFACES: Walbaum & Sweet Sans PHOTOGRAPHY: Michelle Iverson, Keith Foreman. All stock imagery shown is for inspiration only. Some of the icons and photography are from Dollar Photo Club and the Noun Project.

Copyright Michelle Iverson Š 2016. All rights reserved.

Michelle Iverson Portfolio  
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