Natasha Katz { up close }

Natasha Katz { up close }

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Natasha Katz {up close}

a graphic design portfolio

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natashak atzdesign.com

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nk @natashak atzdesign.com

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^ Table of Contents

The Close足足足 Ups a closer look

Introduction 8-9 projections

Film Festival Graphics 10-29 digital dna

Branding & Style Guide 30-53 afflicted

A Film Festival 54- 81 give me green

Annual Report 82-95 lost in thought

Visual Journal 96-109 forget me not

Branding & Packaging 110-123 a meating pl ace

Branding & Packaging 124-139 mangia, mangia

Restaurant Collateral 140-153 a plum deal

MFA Thesis Project 154-177 special thanks

178-179

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orientation

Good design feels familiar. It engages us with what we know in order to convey something new.

We can sense there is a connection, a visual link to the pattern of our thoughts. There is an intriguing sense of dĂŠjĂ vu, so we pause for a closer look.

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Projections

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

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1 Film Festival Graphics

Projections objective

The committee for the 58th San Francisco International Film Festival was looking for a bold, fresh look for the festivals promotional materials. The graphics needed be adaptable for a wide variety of scenarios, including posters for wild postings, bus kings, and a square format catalogue. outcome

Several ideas exploring travel, sightseeing, landmarks, and cinema were explored and presented. The final graphics are a departure from both the San Francisco and international components. Instead the graphics focus on the individual experience of the movie goer represented by the eye and abstract light projection which honors the tradition of film making.

Projections

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

client

San Francisco Film Society chief creative officer

Patricia Ebner agency

Muse Brands t ypeface

Rawengulk

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projections

f i l m f e s t i va l g r a p h i c s

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projections

f i l m f e s t i va l g r a p h i c s

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projections

f i l m f e s t i va l g r a p h i c s

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projections

f i l m f e s t i va l g r a p h i c s

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projections

f i l m f e s t i va l g r a p h i c s

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projections

f i l m f e s t i va l g r a p h i c s

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projections

f i l m f e s t i va l g r a p h i c s

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projections

f i l m f e s t i va l g r a p h i c s

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P roject ion s

Digital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

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2 Branding & Style Guide

Digital DNA objective

It used to be, “when E.F. Hutton speaks, people listen.” However, after a high profile fraud scandal and multiple mergers, the name E.F. Hutton disappeared and people stopped listening. The challenge was to revive the dead brand name with a new visual identity and brand position. outcome

Through the collection of “big data” and one-on-one ser vice, the new Hutton can create your digital DNA and use it to provide you with expert advice about anything and ever ything you need to succeed. The name was shortened to Hutton in order to put customers on a first name basis with the brand. A new identity, visual system and positioning, including suggestions for product and service offerings, were created based on the concept of personal digital information as a new form of DNA.

P roject ion s

Digital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

course

Integrated Communications instructor

Hunter Wimmer t ypefaces

Gubia Light Alternate Akkurat Pro

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}{

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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digita l dna

br a nding & st y le guide

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P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

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3 A Film Festival

Afflicted objective

A concept and visual system was needed for a film festival celebrating the director Darren Aronofsky. The concept would be used to inform the format for a limited edition festival catalogue and promotional VIP kit as well as the website and marketing collateral. The visual system should evoke the director and his distinct work.

P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

outcome

Muted colors, sharp angles and broken glass are used to convey the angst, addiction and pain you find in his movies. Pops of bright magenta against grainy imagery is used to represent the character’s out of reach dreams. Reflective Plexiglas with etched cracks was used to engage recipients by inviting them to gaze at their own broken reflection.

Mang i a , Mang i a

A Plum Deal

course

Integrated Communications instructor

Hunter Wimmer t ypefaces

DIN OCR A Std

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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afflicted

a f i l m f e s t i va l

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P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

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4 Annual Report

Give Me Green objective

Concept and design a fresh look for the 2015 Heineken Annual Report.

The design should speak to the shareholders as well as the international investors. It should portray success, confidence and brand vision. outcome

A variety of charts and graphs, where created for visual interest and to help illustrate important fiscal data. Real Heineken bottles were used to re-create the opening graphs, bringing life and brand presence to the otherwise dry subject of summarizing profit and loss. A mix of old and new typefaces were used, eluding to the rich history of the brand as well as the progressive vision for its current and future success. Images for each region were carefully selected to represent the international brand presence as well as the fun-loving swagger of the Heineken persona.

P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

class

Type Systems instructor

Tim Carpenter t ypefaces

Frutiger Eurostile

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give me green

a nnua l r eport

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give me green

a nnua l r eport

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є 1748

є 1932

є 2095

2008

2009

2010

EARNINGS BEFORE INTEREST AND TAXES EBIT (BEIA) In millions of EUR 90

give me green

a nnua l r eport

Ń” 2623

Ń” 2697

2011

2012

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give me green

a nnua l r eport

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give me green

a nnua l r eport

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P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in Thought

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

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5 Visual Journal

Lost In Thought objective

Catalog daily experiences then use the documentation to create a visual journal. The final product should incorporate experimental typography, original photography and represent the experiences in an engaging way. outcome

Commonplace events are brought to life through a whimsical narrative.

Photography with extreme closeups and exaggerated perspectives bring attention to details and help place the reader at the scene. Traditional typesetting mixed with hand lettering and collage add further detail and encourage the reader to look closer.

P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in Thought

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

instructor

Stan Zeinka class

Experimental Typography t ype faces

Hand Lettering Plantin

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lost in thought

v isua l jour na l

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lost in thought

v isua l jour na l

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lost in thought

v isua l jour na l

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lost in thought

v isua l jour na l

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lost in thought

v isua l jour na l

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P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

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6 Identity & Packaging

Forget Me Not objective

Develop a clean, modern identity for a San Francisco based flower shop.

The new identity should help the business stand out as a memorable, high quality brand in a crowded market place. outcome

Inspired by the Dahlia flower, a complex but clean logo was developed.

The two color logo, done in a rich sunflower yellow and bright red was used against white to create a bright, modern feel for the packaging. For the business card, the one color version was embossed in gold foil to create a luxury feel.

P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

class

Visual Literacy instructor

Hunter Wimmer t ypefaces

Scala Sans

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forget me not

br a n di ng & pa c k a g i ng

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forget me not

br a n di ng & pa c k a g i ng

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forget me not

br a n di ng & pa c k a g i ng

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forget me not

br a n di ng & pa c k a g i ng

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forget me not

br a n di ng & pa c k a g i ng

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P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meating Place

Mang i a , Mang i a

A Plum Deal

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7 Identity & Packaging

A Meating Place objective

Create an identity, packaging and visual style for an upscale butcher shop opening in the Pacific Heights neighborhood in San Francisco. Premium meats, custom spice blends and a limited menu will be available. outcome

The store concept is the modern answer to the neighborhood butcher shop. A monogram st yle mark eludes to the tradition of the butcher shop. The rounded letter forms are reflected in the curved shoulders on the bottles. The clean look of the minimalist packaging represents the modern and caters to the high-end fashion feel of the neighborhood.

P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meating Place

Mang i a , Mang i a

A Plum Deal

class

Packaging Two instructor

Thomas McNulty t ypefaces

Museo Scala Sans

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a meating place

i de n t i t y & pa c k a g i ng

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Meat and Bone

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a meating place

i de n t i t y & pa c k a g i ng

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a meating place

i de n t i t y & pa c k a g i ng

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a meating place

i de n t i t y & pa c k a g i ng

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a meating place

i de n t i t y & pa c k a g i ng

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a meating place

i de n t i t y & pa c k a g i ng

139

P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mangia, Mangia

A Plum Deal

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8 Restaurant Collateral

Mangia, Mangia objective

When the Spoleto restaurant chain decided to expand their company to the states, they chose to reposition the restaurant as “fast-casual� for the U.S. Market. They required a new look, which portrayed authentic Italian flavors and fresh ingredients as driving qualities of the brand. outcome

A library of playful pasta graphics were created and incorporated into the takeout packaging as a visual reminder of the core product offering. The graphics were also used to design a Spoleto car, which works as a moving brand ambassador. The pasta wraps around the body in waves as if being pushed by the movement of the car.

P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mangia, Mangia

A Plum Deal

client

Spoleto Italian chief creative officer

Patricia Ebner agency

Muse Brands t ypefaces

Garda Archer

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ma ngia, ma ngia

r estaur a nt collater a l

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ma ngia, ma ngia

r estaur a nt collater a l

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ma ngia, ma ngia

r estaur a nt collater a l

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ma ngia, ma ngia

r estaur a nt collater a l

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ma ngia, ma ngia

r estaur a nt collater a l

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MFA Thesis Project: Identify a problem. Research, research, research. Identify your target audience and get them to engage. Prototype, test, f ix and test again. Solve the problem. Make it pretty.

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P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

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9 MFA Thesis Project

A Plum Deal objective

Educate consumers about sustainable issues and encourage responsible consumerism in a way that combats greenwashing. Make the experience of shopping for sustainable products easy and fun.

P roject ion s

Di g ital DNA

Af f licted

Give Me Green

Lost in T hou ght

Forget Me Not

outcome

Plum takes the guess work and chore of research out of the equation. The Plum app helps consumers make sustainable choices at the places they already shop by curating location-based options for them. The brand and user experience is focused around the belief that shopping sustainably should be fun, convenient and make you feel awesome.

A Meat ing Pl a ce

Mang i a , Mang i a

A Plum Deal

class

Thesis 1, 2 & 3 instructors

Phil Hamlett Anthony Jagoda Jeremy Stout t ypefaces

Roboto Caecilia LT Std Zona Pro

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m fa t h e s i s p roj e c t

“The explosion in green products, services, and marketing over the past ten years has generated a lot of confusion and mistrust, which risks undermining the movement at large.” — The Method Method

GREENWASHING: The term given to any marketing or brand claim around environmental or social issues that is either false or misleading or exaggerated.

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EXISTING USER • email • password OR sign in w/Google Keep me signed in? * Does the order of the buttons for main navigation matter?

SEARCH

SCAN

live scan screen

SPECIFIC

GENERIC click to take picture of the barcode

score info

three top options in order of sweetness *you can click to see info about the options in a pop up

pick one option

score info for scan result

If you add an item from a filtered list, to a basket, it will be tagged so it wont be re-filtered.

ad locate

add to basket

add to basket

result of three closest locations • pop-up window • Select Basket (drop down menu of previously created baskets) • or Create New Basket

pop up scre w/keyboar

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SIGN IN

NEW ACCOUNT • email • password • confirm password Set up favorite locations?

welcome / misson BASKET functions

main menu w/list of baskets Got it? Lets Get Started

EXISTING BASKET

CREATE NEW 1. name it 2. save it

chosen list is displayed

or do I just rely on basket button in main nav always showing?

filter

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* Does it make a difference if you are specific or generic here in regards to filtering?

email

back to basket list

set location

NOTES: goes to email on file so you can print it out

filter: sweetest / best price

revisit icons, maybe hands are always pointing down like they are picking think about how to incorporate photography into the app design to snaz it up.

scan function filter results for your selected store plus two other stores with better ratings (in your preset distance)

*parameters are set in your profile. Distance and star level by catagory.

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10 Gratitude

Special Thanks I would like to thank my mother, Susan Keel, my father, Richard Katz, and my sister, Ariana Katz, for always supporting my artistic endeavors and for being my biggest cheerleaders. To my AAU sisters, Priti Kapadia, Sarah Fiske, Leigh Zieske and Carly Churchill, you girls are the best support a girl could ask for. Thank you for keeping me company during all late night study parties, for making me laugh and for being a shoulder to cry on. I can’t even imagine what this experience would have been like without you. To my dedicated teachers, Michael Kilgore, Andrew Loesel, Stan Zienka, Anthony Jagoda, Nita Ybara, Thomas McNulty, Mary Scott, Hunter Wimmer, Phil Hamlett, and all the other AAU professors, thank you for your honesty and inspiration. You have pushed me to not only be a better designer, but a more confident adult. Last, but cer tainly not least, I would like to thank my husband, Ansel Magee. I love you more than words can say. Thank you for graciously allowing our apartment to be used as a study hall, photography studio, craft room and general disaster zone. This experience has tested us in ways I never could have expected but you have responded with patience, love and support.

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Academy of Art University Natasha Katz Up Close Designed by Natasha Katz instructors

Mary Scott & Phil Hamlett bookbindery

They Key Printing & Binding 1934 Park Blvd, Oakland, CA 94606 Phone: (510) 595-3311 printer

Giant Horse Printing 1336 San Mateo Avenue South San Francisco, CA 94080 Phone: (650) 875-7137 cover stock

Pewter Arestox Davey Binder’s Board text stock

100# Finch Fine ID Text Stock fonts

Syntax Book / Medium, Kepler Light Italic / Bold Italic photography

Natasha Katz Istock Ghetty Images software

Adobe Creative Suite © 2015 All rights reserved. No part of this publication may be reproduced without express permission from Natasha Katz.

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