Empathy for details

What more does a designer need to learn about?

Portfolio Empathy for Details

Project BFA Senior Portfolio

Name Michael Ross Vasquez

Selected Works 2020­—2022

M I C H A E L RO S S VAS Q U E Z , B FA

Copyright © 2022 Michael Ross Vasquez All rights reserved. No part of this publication may be reproduced, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without permission from copyright holder.

Michael Ross Vasquez Michaelrossvasquez.com

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Dedicated to my incredible friends and family.

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E M PAT H Y F O R D ETA I LS

Table of Contents

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01 ARC Collaboration App

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02 Apple Privacy CSR

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03 Seghesio Wine Labels

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04 Lake Champlain Chocolates

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05 Curb-it Screen Time App

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06 Surveillance Capitalism

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07 Abu Garcia Package Redesign

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08 The Handyman Paints.

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Course Visual Systems 1

Project Arc Collaboration app

Semester Fall 2021

Instructor John Nettleton

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E M PAT H Y F O R D ETA I LS

What more does a designer need to learn about?

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We are taught composition, color theory, grids, hierarchy and typography. We hold so much power in the world, because we think we know design well. That does not mean we should be disconnected from areas of study like world history, cognitive bias, systemic inequality, and ethics. This project seeks to fill in the gaps.

Typefaces

Objective

Frutiger Light Standard

To create a user-friendly interface that would allow individuals to gain valuable insight on their work from other professions outside of graphic design. Psychology is not taught to designers, but for a composition to work we must understand the psychology of our audience.

This app needed to be beneficial for both a Psychology and Design student.

Programs Illustrator InDesign Adobe XD Photoshop Keywords

Solution

Welcoming Productive Collaboration

The target audience is young adults in their early to mid 20s. The direction had to be welcoming and inviting to foster a learning environment. The goal of Arc is to give designers a different perspective to think about while providing a more holistic approach to their design process. The design process is a form of digital literacy and having a solid foundation in digital communication will be a huge help to Psychology students.

Palette

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Personas

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Personas are fictional characters, which you create based upon your research to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas will help you understand your users’ needs, experiences, behaviors and goals.

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Personas

Rob Hewitt, graduate student About Rob is a graduate student seeking a masters in Web design at the University of Washing-ton School of Art + Art History + Design. He has worked most of his career in design, but has recently made the switch to UI/UX design. What attracts him to this field of design, is the collaborative nature of working together with a team to deliver a product that brings the most benefit to the user. He still maintains his current job as a package designer to pay for schooling and bills.

Age:

33

Job Title:

Package Designer

Status:

Single

Location:

Seattle, WA

Income:

60k/yr

Needs:

• Finish his Masters degree • Break into the tech world • Advance his career • Earn more money

• Financial Income • Stability

Introvert

Extrovert

Analytical

Creative

Busy

Time Rich

Messy

Organized

Independent

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Goals:

Team Player

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Alice Murray, aspiring designer About Alice is an aspiring graphic designer. She started her college career studying Nursing at the California State University in Sacramento, but has made a career shift and transfered to Columbia College Chicago to study design. Her income comes from being a kindergarten teacher and getting small commissions. She has multiple areas of interests within design e.g. typography, illustration, layout design, but what has got her attention the most is experience design.

Age:

25

Job Title:

Kindergarten Teacher

Status:

Single

Location:

Chicago, IL

Income:

30k/yr

Goals:

Needs:

• • • •

• Financial Income • Stability • Get degree in Graphic Design

Develop portfolio Create a business in tech Launch her own app Earn more money

Introvert

Extrovert

Analytical

Creative

Busy

Time Rich

Messy

Organized

Independent

Team Player

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Luke Hayman, returning student About Luke has been a print designer for the last nine years and is trying to make a big life change. After graduating, he quickly found a job for Nature America designing layouts for their issues. The job was stressful, but the income helped pay off a lot of his debt and allowed him to start a family. His unhappiness grew when he realized he had no future in print media. He has always been amazed with everything web related, but he is most intrigued by app design.

Age:

40

Job Title:

Print Designer

Status:

Married

Location:

Washington, VA

Income:

90k/yr

Goals:

Needs:

• Become a web designer • Advance his career • Find fulfillment

• Stability • Higher Education • Higher income

Introvert

Extrovert

Analytical

Creative

Busy

Time Rich

Messy

Organized

Independent

Team Player

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E M PAT H Y F O R D ETA I LS

User Journey

Rob Hewitt, graduate student

Gets an assignment for class.

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Beginning explorations.

Exploration efforts yield no solid direction for the project.

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Rob begins to fall behind.

Rob opens a discussion with students outside of design for a new viewpoint.

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Discussion leads to more of an understanding and a clearer direction. This gets rob back on track in class.

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E M PAT H Y F O R D ETA I LS

User Journey

Alice Murray, aspiring designer

Alice starts an app development project that has to do with children.

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Alice researches about children attention and engagement.

First version of her app is completed.

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Teacher recommends outside critique and testing.

Alice opens a discussion with students outside of design for a new viewpoint.

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The group discussion find’s deeper issues in design thinking.

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M I C H A E L RO S S VAS Q U E Z , B FA

User Journey

Luke Hayman, returning student

Luke decides to switch careers and move into UI/UX design.

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The complexity and scope of the projects puzzle Luke.

Teacher suggests studying with other students to see their process and learn from them.

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Luke downloads the app to join discussions.

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Learning from peers leads to a better understanding of designing for a screen.

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Information Architecture

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Icons

Typography Heading 1

Frutiger Light Standard 23 pt

Heading 2

Frutiger Light Standard 18 pt

Title 1

Frutiger Light Standard 17 pt

Body

Frutiger Light Standard 12 pt

Colors rgb: rgb: rgb: rgb:

(79, 80,78) (62,49, 90) (123,182,219) (242,10 6,59)

rgb: (230,12, 30) rgb: (250, 213,210) rgb: (149, 237, 221)

Button Style Email Login Email Login Password Password Join Join

Design Design Critique Critique

Survey/Questionnaire Survey/Questionnaire

Wireframes V2 Wireframes V2 Closed Critique Closed Critique

Discussion Discussion

3D 3PSY 3D 3PSY

Wireframes V2 Critique Wireframes V2 Critique Max Occupancy: 7/10 Open Critique Max Occupancy: 7/10 Open Critique

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Feedback Feedback

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Course Visual Systems 2

Project Apple Privacy CSR

Semester Spring 2022

Instructor Hunter Wimmer

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

02/08

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E M PAT H Y F O R D ETA I LS

How can we design in a way that protects privacy?

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SPRING 2022

The more attention someone or something commands, the higher the profits. In the United States, Apple iPhones are in over 113 million pockets. Luck for us, Apple is a socially conscious, forward thinking company. Fundamentally, they believe that the information on our phones is private. Is the public aware of their efforts to keep us safe?

Typefaces

Objective

SF Pro Adobe Garamond Pro

The goal for this project was to create a system that could communicate the importance of privacy, while also elevating the experience of an iPhone to the target audience. This project aimed to be transparent about the use of your data, as well as layout parameters set in place to protect our data from predatory companies or scams.

Programs Illustrator InDesign Adobe XD Photoshop

Solution Keywords Impactful Accountable Shield Palette

In 2017, Apple’s target audience consisted of 64% men / 36% women, with a significant focus on users at ages 25 - 44. The messaging and imagery was to be clear and concise to communicate the many moving parts of user privacy. After careful consideration, I found that the best way was to use an abstract approach. By using basic shapes and colors, alongside strong copy, the messaging becomes much simpler.

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

P RO J E C T: A P P L E P R I VAC Y C S R

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SPRING 2022

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SPRING 2022

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SPRING 2022

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Course Package Design 3

Project Seghesio Wine Labels

Semester Summer 2021

Instructor Thomas McNulty

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SUMMER 2021

P RO J E C T: S E G H E S I O W I N E L A B E LS

03/08

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E M PAT H Y F O R D ETA I LS

How can designers communicate and capture a legacy?

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SUMMER 2021

Seghesio Vineyards has been making wine for over a century, and the Seghesio family name has become synonymous with high quality Zinfandels.

The vines that were planted over 125 years ago still produce their rich and flavorful wines. Though the popularity of Zinfandel changes, they remain committed to nourishing the vines that have provided for the Seghesio family for generations.

Typefaces

Objective

Wensley Adobe Garamond Pro Univers Light Standard ITC Garamond Standard

In 1895 the Seghesio family planted vines that have survived and endured the challenging California weather.

They have great pride in their old vines as they produce exceptional wines. However, their labels don’t communicate the rich heritage of the vineyards as well as they could.

The goal was to show their legacy through the wine labels in order to better convey the story of the family vineyards.

Programs Illustrator Photoshop Keywords Memorable Tradition Meticulous

Solution There are many intricacies in the Seghesio family history, so in order to incorporate the most into the packages, I decided to illustrate various scenes. It was important to really celebrate the vines and how they have provided for the family for so long, as well as honor the heritage of the family who immigrated from Italy to make wine in Sonoma County.

Palette

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SUMMER 2021

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SUMMER 2021

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SUMMER 2021

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SUMMER 2021

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SUMMER 2021

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SUMMER 2021

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SUMMER 2021

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SUMMER 2021

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Course Package Design 1

Project Lake Champlain Chocolates Redesign Semester Fall 2020

Instructor Jacques Rossouw

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E M PAT H Y F O R D ETA I LS

Chocolate can bring joy, but can it also bring change?

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The founders of Lake Champlain prides themselves in being a very progressive company. Their chocolates support people, profits and the planet. The drive and passion to not only want to be the best in the world, but to also be the best for the world is a powerful mission that should be recognized by the chocolate-loving public.

Typefaces

Objective

Hero New

Lake Champlain chocolates is one of 2,500 companies that is B Certified. This is a great selling point for their locally made chocolates. Currently their packaging shows brightly colored illustration, but it feels out of date. The company is far from traditional, so these new designs modernize them while conveying the care and effort they put into their chocolates, customers and employees.

Programs Illustrator Photoshop

Keywords Modern Decadent Rich

Palette

Solution These chocolates were to look new and exciting, so creating a more modern illustration for the different flavors was key in achieving that goal. The color was carefully chosen to allow overprinting and the illustrations were abstractions of the flavor types. This created a more eye catching design that stood out in a sea vof chocolate bars.

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Course Nature Of Interaction

Project Curb-It, Parental Screen Time Manager App Semester Fall 2020

Instructor Phil Hamlett

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E M PAT H Y F O R D ETA I LS

How do you design a future that protects the youth?

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Social media has opened the door to so much more than we thought possible. We thought it was perfectly harmless. There are problems with social media that have not yet been addressed and not all parents have the knowledge or tools to set boundaries for their children’s wellbeing.

So is it possible to turn a smartphone into just a phone at a click of a button?

Typefaces

Objective

Mr Eaves XL

Parents don’t always have a plan for how to manage their children’s screen time consumption. It’s even hard for some parents to set up limits and pass codes for apps on their children’s phones. Curb-It was created to give parents an easier time managing the addictive nature of smartphones both for themselves and their children.

The smartphone is a powerful tool if you can learn to moderate its use.

Programs Illustrator Photoshop

Keywords Protect Conserve Guide

Palette

Solution The app took on a more modular look to clearly separate the different information data and functions in the app. This was to minimize confusion for the parents and make the features easier to use. Scheduling, time limits, and the lock button, are all functions designed to give full control to parents based on their needs.

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M I C H A E L RO S S VAS Q U E Z , B FA

Personas

Joseph Ramirez, salesman About Joseph is an easy going single father of two kids. He has a boy (age 15) and a girl (age 17). They are generally well behaved kids, but sometimes they disrespect and take advantage of their phone privileges. He has found some success in taking away their phones for a short period of time, but with a busy high school schedule, sometimes they need their phones to stay in touch.

Age:

40

Job Title:

Salesman

Status:

Single

Location:

Chicago, IL

Income:

98k/yr

Needs:

• Find a better way to limit his children’s phone use.

• Be able to discipline with out taking away their way of contacting him.

• App disabling without having to delete apps.

• Simple way to discipline his children.

Introvert

Extrovert

Analytical

Creative

Busy

Time Rich

Messy

Organized

Independent

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Team Player

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Jordyn Davis, teacher About Jordyn Davis is a busy mother of two and has been married for 12 years. Her eldest has just graduated from high school and is working on his bachelors degree. The youngest child is 13 years old, and is having a tough time in middle school. Smart devices are very helpful with homework, but she needs help managing the time on screen to decrease dependence on it.

Age:

38

Job Title:

Teacher

Status:

Married

Location:

Seattle, WA

Income:

60k/yr

Goals:

Needs:

• Use technology to help advance child’s studies.

• Create more time away from technology for family time.

• Screen time manager for herself and kids.

• Simple and easy way to correct behavior.

Introvert

Extrovert

Analytical

Creative

Busy

Time Rich

Messy

Organized

Independent

Team Player

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Vanessa Young, marketer About Vanessa has three kids ages 12, 15, and 18. She has noticed that her children are having a hard time focusing on their school work. Vanessa spends a lot of her time working, so she relies heavily on smart devices to keep the kids entertained. Recently, she noticed that her kids spend way too much time on their devices, but she doesn’t want to take all phone privileges away.

Age:

45

Job Title:

Marketer

Status:

Married

Location:

Los Angeles, CA

Income:

90k/yr

Goals:

Needs:

• Limit the amount of time her children spend online.

• Learn to use technology as a tool instead of a distraction.

• Screen time manager.

• Quick and easy way to manage specific apps.

Introvert

Extrovert

Analytical

Creative

Busy

Time Rich

Messy

Organized

Independent

Team Player

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User Journey

Joseph Ramirez, salesman

Comes home from work to find kids on their phones.

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He asks for them to get off of their phones

Both kids ignore the request.

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Joseph disables phones immediately for a set time.

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User Journey

Jordyn Davis, teacher

Parent asks for the child to get off of the phone.

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Kid gets off phone for a minute, but constantly checks phone.

Parent ask’s for children to engage with the family for a little bit.

FA L L 2 0 2 0

Child still can’t stay engaged with family.

Parent looks at app settings to decide which applications to disable.

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

Parent disables social apps for a period of time.

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M I C H A E L RO S S VAS Q U E Z , B FA

E M PAT H Y F O R D ETA I LS

User Journey

Vanessa Young, marketer

Parent announces that they will be starting homework time.

118

The kids put their phones away, but they are having a hard time focusing on the tasks that need to be completed.

Vanessa notices that the kids are checking for notifications on their laptops.

FA L L 2 0 2 0

Parent logs into app to see which accounts to disable.

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

Parent disables all social media apps for a certain amount of time.

119

M I C H A E L RO S S VAS Q U E Z , B FA

12 0

E M PAT H Y F O R D ETA I LS

FA L L 2 0 2 0

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

12 1

M I C H A E L RO S S VAS Q U E Z , B FA

12 2

E M PAT H Y F O R D ETA I LS

FA L L 2 0 2 0

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

12 3

E M PAT H Y F O R D ETA I LS

M I C H A E L RO S S VAS Q U E Z , B FA

Icons

Typography Heading 1

Mr. Eaves XL 44 pt

Heading 2

Mr. Eaves XL 44 pt

Title 1

Mr. Eaves XL 24 pt

Body

Mr. Eaves XL 14 pt Colors rgb: rgb: rgb: rgb:

rgb: (40, 222, 61) rgb: (212, 211, 208)

Button Style

Unlocked

Profiles

Locked

Lock Settings

Date

Time

Save

Phone

12 4

Settings

Cancel

iPad

Laptop

Benjamin

Benjamin

Jacqueline

Jacqueline

(34, 79 , 89) (242, 2 38, 227) (216, 2 24, 226) (217, 43 , 4)

FA L L 2 0 2 0

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

12 5

M I C H A E L RO S S VAS Q U E Z , B FA

12 6

E M PAT H Y F O R D ETA I LS

FA L L 2 0 2 0

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

12 7

M I C H A E L RO S S VAS Q U E Z , B FA

12 8

E M PAT H Y F O R D ETA I LS

FA L L 2 0 2 0

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

12 9

M I C H A E L RO S S VAS Q U E Z , B FA

13 0

E M PAT H Y F O R D ETA I LS

FA L L 2 0 2 0

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

13 1

M I C H A E L RO S S VAS Q U E Z , B FA

13 2

E M PAT H Y F O R D ETA I LS

FA L L 2 0 2 0

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

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M I C H A E L RO S S VAS Q U E Z , B FA

13 4

E M PAT H Y F O R D ETA I LS

FA L L 2 0 2 0

P RO J E C T: C U R B - IT S C R E E N T I M E A P P

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M I C H A E L RO S S VAS Q U E Z , B FA

Course Typography 4

Project Surveillance Capitalism

Semester Spring 2022

Instructor Ariel Grey

13 6

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

06/08

13 7

M I C H A E L RO S S VAS Q U E Z , B FA

E M PAT H Y F O R D ETA I LS

When do we start to question great innovation?

13 8

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

SPRING 2022

Surveillance Capitalism is an economic logic created by Google during the financial crisis of the 2001 dot com bubble. They created a new marketplace that sells predictions of our future behavior, based on hundreds of data points about us, to advertisers and corporations. They do this in a way that was designed to be undetectable. We are told that this is the only way the digital world can exist, but that is not true.

Typefaces

Objective

SF Pro SF Mono Kulturista

It is hard to see the unprecedented because it is new and never before seen. The goal of this project was to create a book that explained what Surveillance Capitalism is and how it impacts our lives and our democracy. Many of the top social media companies use this economic logic to create huge amounts of revenue. This book covers some of the ways that we have been exploited without knowing.

Programs InDesign Photoshop Illustrator Keywords

Solution

Boundary Exploitation Manipulation

The best way to visualize the unprecedented is to compare and contrast it with other events in our history.

Red and blue were chosen to symbolize and differentiate the time periods. All the photography used bit mapping to keep in line with the digital subject matter. This connected the historical sections of the book with the current time period.

Palette

13 9

M I C H A E L RO S S VAS Q U E Z , B FA

14 0

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

14 1

M I C H A E L RO S S VAS Q U E Z , B FA

14 2

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

14 3

M I C H A E L RO S S VAS Q U E Z , B FA

14 4

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

14 5

M I C H A E L RO S S VAS Q U E Z , B FA

14 6

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

14 7

M I C H A E L RO S S VAS Q U E Z , B FA

14 8

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

14 9

M I C H A E L RO S S VAS Q U E Z , B FA

15 0

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

15 1

M I C H A E L RO S S VAS Q U E Z , B FA

15 2

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

15 3

M I C H A E L RO S S VAS Q U E Z , B FA

15 4

E M PAT H Y F O R D ETA I LS

SPRING 2022

P RO J E C T: S U RV E I L L A N C E C A P I TA L I S M

15 5

M I C H A E L RO S S VAS Q U E Z , B FA

Course Package Design 3

Project Abu Garcia Package Redesign Semester Spring 2021

Instructor Thomas McNulty

15 6

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

07/08

15 7

M I C H A E L RO S S VAS Q U E Z , B FA

E M PAT H Y F O R D ETA I LS

How does your packaging convey your values?

15 8

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

SPRING 2021

Abu Garcia originally made watches, but because of the World War I they switched to making fishing reels. The high quality nature of the Abu Garcia products is thanks to their attention to details and high standards. They should be effective, elegant and above all, high quality with precision.

Typefaces

Objective

Gotham Sweden Sans

The goal was to create a system for reels and other accessories that would fit in with their current brand and ideals.

Abu Garcia has done a decent job with giving some of their products a good design flare, but not all of them. This was a good opportunity to fill.

Programs Illustrator Photoshop

Keywords Effective Precision Elegant

Palette

Solution Using photos of the reel was very important to elevate the quality and build. From there typography and color played a huge role in making the system. I created a dynamic layout by utilizing large typography and each package was color coded to the fishing reel to add to its importance.

15 9

M I C H A E L RO S S VAS Q U E Z , B FA

16 0

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

16 1

M I C H A E L RO S S VAS Q U E Z , B FA

16 2

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

16 3

M I C H A E L RO S S VAS Q U E Z , B FA

16 4

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

16 5

M I C H A E L RO S S VAS Q U E Z , B FA

16 6

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

16 7

M I C H A E L RO S S VAS Q U E Z , B FA

16 8

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

16 9

M I C H A E L RO S S VAS Q U E Z , B FA

17 0

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

17 1

M I C H A E L RO S S VAS Q U E Z , B FA

17 2

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

17 3

M I C H A E L RO S S VAS Q U E Z , B FA

174

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

17 5

M I C H A E L RO S S VAS Q U E Z , B FA

176

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

17 7

M I C H A E L RO S S VAS Q U E Z , B FA

17 8

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: A B U G A RC I A PAC K AG E R E D E S I G N

17 9

M I C H A E L RO S S VAS Q U E Z , B FA

Course Package Design 2

Project The Handyman Paints

Semester Spring 2021

Instructor Thomas McNulty

18 0

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: T H E H A N DY M A N PA I N T S

08/08

18 1

M I C H A E L RO S S VAS Q U E Z , B FA

E M PAT H Y F O R D ETA I LS

How can designers save your time and boost your worth?

18 2

P RO J E C T: T H E H A N DY M A N PA I N T S

SPRING 2021

Ross has owned his own handyman company, the 2 Brothers, since 2001. His success is a combination of the time and effort he puts into satisfying his clients. Being a small business owner comes with many challenges like marketing, financing and time management. This product was created to alleviate those problems.

Typefaces

Objective

Rockwell

One of the highest paying jobs the business can get are painting jobs, but one problem is that sometimes clients call for a small touch up job. The goal for this project was to create a paint product that would bring awareness, profits, and save time for the business.

Programs Illustrator Photoshop

Keywords Skilled Professional Skilled

Palette

Solution This product is selling Ross as an individual rather than a company, so I decided create a sub brand called, the Handyman. The main feature of the products are the illustrations I used to indicate interior and exterior paints.

Ross’ face was placed in the middle of the package to bring more recognition to him and the business.

18 3

M I C H A E L RO S S VAS Q U E Z , B FA

18 4

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: T H E H A N DY M A N PA I N T S

18 5

M I C H A E L RO S S VAS Q U E Z , B FA

18 6

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: T H E H A N DY M A N PA I N T S

18 7

M I C H A E L RO S S VAS Q U E Z , B FA

18 8

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: T H E H A N DY M A N PA I N T S

18 9

M I C H A E L RO S S VAS Q U E Z , B FA

19 0

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: T H E H A N DY M A N PA I N T S

19 1

M I C H A E L RO S S VAS Q U E Z , B FA

19 2

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: T H E H A N DY M A N PA I N T S

19 3

M I C H A E L RO S S VAS Q U E Z , B FA

19 4

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: T H E H A N DY M A N PA I N T S

19 5

M I C H A E L RO S S VAS Q U E Z , B FA

19 6

E M PAT H Y F O R D ETA I LS

SPRING 2021

P RO J E C T: T H E H A N DY M A N PA I N T S

19 7

M I C H A E L RO S S VAS Q U E Z , BBFA FA

E M PAT H Y F O R D ETA I LS

Acknowledgments

19 8

To my familia; thank you for always sticking by me even when things were looking bleak. You guys fought so hard to give me an education, and a chance to follow my dreams. This is your accomplishment as much as it is mine and I am forever grateful.

To my instructors; Mary Scott, Thomas McNulty, David Hake, Phil Hamlett, Frank Pietronigro, John Nettleton, Ariel Grey, Hunter Wimmer, and many more, thank you for all of your help and encouragement.

To the coolest people in the world; Daniel, Jonah, Luis, Raegan, Mercy and many more, thank you for all the advice, reassurance, and fun times.

19 9

M I C H A E L RO S S VAS Q U E Z , B FA

Colophon Portfolio Empathy for Details Contact Michael Ross Vasquez Michaelrossv@gmail.com (707)328-1087 Michaelrossvasquez.com School Academy of Art University Instructor Mary Scott Course BFA Senior Portfolio

Photography Pexels.com Michael Ross Vasquez Printing + Binding Blurb Text + Cover Stock 100# Text + Mowhawk Superfine Eggshell, Uncoated Typography Univers Light Standard

200

E M PAT H Y F O R D ETA I LS

2 01

michaelrossvasquez.com