TABLE OF CONTENTS
O N E / / CA PT U R A T WO / / J U N K ET T H RE E / / ST EM & V I N E F O U R / / EVO LV E F I VE / / H I M M EL S I X / / W I M CR O U W EL S E VE N / / L AU R A L EE’ S E I G H T / / ST I L L H O U SE SO CI ETY N I N E / / L EO LU CA
OH, HELLO THERE, just to set the record straight, my legal name is Kristina, but everyone calls me Nina. People say that I look and act more like a Nina, whatever that means; however, I still respond to Kristina. My only request, never call me Tina. Let me tell you a little more about me. I really enjoy wine; my favorite movie is Tim Burton’s, Big Fish, I work so I can spend my money on traveling, I find nature most inspiring, I’m the occasional model, and a firm believer that anything can be beautiful if the light hits it right. Growing up, I was always known as the girl with the funky style, colorful hair, spunky attitude and undoubtedly the one in charge of any art related project. Whether it was designing
the hallway walls for spirit week, or creating signs and t-shirts for school fundraisers, that’s where you would find me. I remember being in the second grade and discovering cursive. I would sit there and write and rewrite my signature until it was perfect. Little did I know that all these things fell into the category of graphic design. Design is important to me because it provides imagination, fulfillment, and passion in a world that is often based on function and remaining status quo. Graphic design is a science of emotion and makes the imaginary tangible. It allows me to connect with audiences and share my visual perspective with the world. I find design powerful in its ability to communicate messages and dictate consumer behavior, this has
always drawn me to advertising and its constant need to share an emotion as quickly as possible. It relies on immediately getting to the core of a thought or idea in order to be effective. This is what drives me and interests me in graphic design; the distillation of thoughts, wants, fears and emotions into one composition that creates change. Three years ago I chose graphic design as my major, but honestly, I think graphic design chose me. I believe my book holds an essence that is loud, unique, and ultimately represents who I am as a designer. I have the determination of a hungry pack of wolves and I’m proud to say
I H AV E F I N A L LY ARRIVED.
CAPTURA “spanish ‘to capture.’”
Professor // Candice Lopez Logo & Packaging // Spring 2013 Camera Packaging Young Adults // Ages 18-25
In a world now filled with cell phone cameras, digital photography and selfies, there lies what thought to be a dying art; film photography. Meanwhile, in the not-so-depths of Urban Outfitters, you will find a new generation on the other side of a manual camera lens. This genre consists of young adults who will steal your grandmother’s style, and their acronym for P.B.R is not a Professional Bull Rider. Welcome to the Ray Ban wearing, American Spirit smoking sub-culture: Hipsters. A three camera series, Captura Camera’s are where both vintage technology and modern design collide. The packaging contains a 60mm manual toy camera, which produces photographs that hold the essence of an original 1960’s style photo album. As a photography lover, it was brought to my attention that most camera packaging is stale, boring and an afterthought. With my targeted audience
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between the ages of 18 and 25, I wanted something that was young and fresh. I named the company, “Captura,” which is Spanish, “To capture.” The shape of an aperture was the inspiration behind the logo. I chose the sans serif, Bebas Neue, because of it’s sleek and modern design. The packaging colors of bright orange, hot pink, and black on black are the perfect way “to capture,” one’s attention while the package is sitting on the shelf. The Captura Camera campaign is hands on and interactive, just like the manual camera itself. I created a large format film frame and wandered the streets of San Diego asking if people would want their picture taken with my Captura Camera Ambassador while holding the frame. This brought the opportunity to strike up conversation about Captura Camera’s social media campaign, #CapturaFrameOfMind. The positive response was outstanding, and the Captura brand was spreading.
THE DIFFICULTY IS CAPTURING SURPRISE ON FILM.
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Alexandra, Captura Cameraâ€™s Ambassador spreading the #CapturaFrameOfMind love.
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ofmind e m a r f a r u #capt
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JUNKET “a pleasure excursion”
Professor // Sean Bacon Page Layout // Spring 2013 Travel Magazine Females // Ages 18-25
Junket Magazine is the perfect reading material to transport your mind from the every day grind to magical vacation destinations. Whether it’s an article that is describing the depths of the Himalayan jungles within the borders of Bhutan, or a “junket” of basics as to how to pack your Euro-trip backpack. Junket Magazine is fashion forward, tech savvy, youthful, and always exposing the newest places to explore. Appealing to the young woman who is brave at heart and the thrill seeker who is thirsty for the newest adventure, this magazine is the ultimate place for the mind to get lost in exotic treks and humorous travel snippets. Bright, bold and with the always interchanging color pallet to the logo keeps the vibe feeling fresh and hip. Within the masthead there lies an airplane that represents the travel opportunities are endless. The Junket Magazine tag line is, “Experience More Than Travel.” This phrase reflects that
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Junket’s reading material is much more than travel destinations, but the ultimate travel companion. Junket is filled with travel tips and profound stories shared from other women with a hunger for life changing experiences. As you continue to flip through the pages, you are constantly transcended into imagery and information with wit and sophistication. This attitude is also emulated in the stance of advertising. The perfect strategy to capture the eye of the wanderlust is to place advertisments in environments of transportation. From subway stations to digital signs that illuminate the airport, Junket advertising integrates sassy little thoughts that will make the consumer think, hopefully laugh a little, and grow the curiosity of what Junket Magazine has to offer its audience. Junket is there to accompany the everyday, modern girl with the dreams of the unforgettable odyssey. It’s time to get beautifully lost.
NOT ALL THOSE WHO WANDER ARE LOST.
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TIP 104: THERE ARE BETTER WAYS TO PACK FOR YOUR GIRLS WEEKEND GETAWAY
experience more than travel
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STEM & VINE “social media wine drinker”
Professor // Candice Lopez & Sean Bacon Portfolio B // Spring 2014 Wine Instagram Ages 21-45
We are in an age that social media is the strongest form of advertising. If it isn’t Twitter, it’s Facebook, if it’s not Facebook it’s Instagram and if it’s not Instagram its five other branches of cyberspace. Oh, and don’t forget there will always be a “#” aka hashtag (not to be confused with the pound key) in addition to the means of social discourse. As much as this may be causing people to have less real face time, we are all guilty, and I will have to admit, it’s become one of my most guilty of pleasures. Stem & Vine is what I like to call a “Winestagram.” In other words, somewhat of an inebriated idea that was created with my best friend over several glasses of wine. What was simply supposed to be an Instagram account to keep track of the wines we were trying, turned into an amazing network of a fabulous wine family. A year later and 1000+ followers, we are still growing strong.
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We use our Stem & Vine Instagram as a platform to shout out our favorite vineyards, what new restaurants to try and most significantly the different bottles of wines we are tasting. We encourage our other “social media” wine drinkers to #stemandvine, so we can see what they are they are drinking and then we can re-gram their posts. In expansion to exposing our brand, I created a sidewalk poster that gives incentive to be entered into a raffle, simply by snapping a photo, following our Instagram account and using our Stem & Vine hashtag. To develop this project more, I created a Stem & Vine tent that would be found at the Napa Valley Wine Festival. Of course, there is no such thing as a wine festival without a hot air balloon. Overall Stem & Vine is the perfect excuse to have a glass of wine, but with the perks of sharing it with the social media world.
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Join @stemandvine at the napa valley wine festival for an evening of drinking wine at new heights!
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E V O LV E “everything is change”
Professor // Amy Levine Advanced Typography // Spring 2013 National Geographic Edu. Students // Ages 10 - 18
National Geographic Magazine is undoubtedly known for their jawdropping photographs and insightful articles about different parts of the world. In a recent expansion, the National Geographic family has created a children’s educational series called, Evolve. Evolve is a five book series for the entry level student that primarily speaks English as their second language. Evolve Educational Series is National Geographic at its finest, while integrating science and technology with beautiful photography and interesting fun facts for kids. A complimentary “swag bag,” would be given to teachers at a large scale educational convention. Each bag would include an Evolve Poster, five disc educational CD-rom set, and book bag.
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This was an incredibly fun project for me. In contrast to the typical children’s educational book, I removed the cheese factor and went for a very clean and simple design. In the process of designing the logo, the vivid colors signify each series as its own. Green, blue, yellow, orange and pink all represent the five books and a youthfulness perspective. I used clipping masks of different kinds of imagery that reflected the colorful evolution of plants, animals, the industrial movement, food, candy, furniture -- you name it. Everything is change and change is the beauty of evolution.
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THE PROCESS OF ART EVOLVING IS ALWAYS ONE WHICH FASCINATES ME.
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HIMMEL “german for heaven” Professor // Candice Lopez Logo & Packaging // Spring 2013 Swiss Inspired // Hillcrest Hotel Ages 25-35
A fresh, modern, and Swiss inspired hotel, Himmel Hotel is where you will find all the trendiest and colorful of folk. Centrally located on the “hilltop” of Hillcrest, San Diego, California, this new hotel is full of pop art, cerebral architecture, and known for its late night sophisticated rooftop pool party atmosphere. Himmel Hotel was specifically created to be affordable, but also to enthrall a safe-soiree haven for the young couple who seeks a weekend getaway without the kiddos. The fellow guests check-in and instantly are at ease with the urban meets nature features. With modern lines, exposed steel beams, and concrete walls. Fresh cut grass is used in place of floral arrangements, and you will find an entire lawn to lounge on next to the rooftop pool. Himmel hotel is the perfect contrast of relaxing by the pool by day, and experiencing the dancefloor at its fullest by night.
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Himmel Hotel’s voice reflects a slight feeling of tongue and cheek, okay, maybe a lot of tongue and cheek, but with an overall feeling of making the guest feel comfortable and welcomed. The logo is created from two different typefaces: Libby and HFF Cliphanger. I indicatively chose HFF Cliphanger because the “M” looks very similar to mountain peaks. The word, “Himmel,” derives from the German word, Heaven and with the Swiss Alps being nothing short of heavenly, I chose the color of glacial blue as the main representation of the hotel. In addition, red and lime green to pair alongside the color pallet to reveal a vibration of liveliness. In the attraction of advertising I created a billboard campaign that expresses the Swiss influence, meanwhile subtly flaunting that the hotel’s location is in the land of palm trees and sunshine.
THE HEAVENS LIE UNDER OUR FEET AS WELL AS OVER OUR HEADS.
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WIM CROUWEL “the new alphabet” Professor // Amy Becraft Typography // Fall 2012 MOCASD // Featured Artist All Ages
The Museum of Contemporary Arts San Diego is one of many reasons this coastal county thrives with community and rich culture. There are two locations of the museum, one of which is set in the urban environment of Downtown San Diego. The other stands with the astonishing ocean views of the high end beach district of La Jolla - representing the diverse variety of modern art exhibitions for any art lover of any age. For this project I was assigned the following featured designer, the legend of all Dutch design, Wim Crouwel. Also known as “Mr. Gridnik” for his frequent use of grids, I was immediately smitten by the digitized, modern, grid based work that Crouwel created. Through his work I relate to his love for white space and the beautiful balance of loud conceptualism that is so subtle, yet so strongly pronounced. Even to this day,
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Crouwel’s work has forever impacted the modernist world of design and through his deviant art I’ve learned a lot about myself as a designer. I conceived the art exhibition idea as “Wimsical: Wim Crouwel,” considering his work has a certain edge of whimsy and defiant technique. I chose the eye catching colors of pungent purple, fluorescent green and a pop of orange to emphasize the energy that, Wim Crouwel, was a pioneer of that time. Through the brochure, sidewalk advertisements and street pole banners, I felt I embraced the true integrity of Wim Crouwel’s design. Crouwel is also known for his stamp collaboration. In addition to this project, I felt that it would only be most suiting to create a sheet of stamps in honor of Crouwel’s contribution to the postage circulation.
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LAURALEE’S GARDEN “created to help kids grow”
Professor // Sean Bacon Studio Practices // Spring 2013 Community Garden Re-Branding Children // Ages 4-12
In the southern San Diego coastal region, there lies a quirky, bohemian beach town called, Ocean Beach. Admist the sea breeze and palm trees you will find a weekly farmers market, the unusual amount of hippie sightings, and most importantly, a community garden named, Lauralee’s Garden. Lauralee’s Garden specifically targets families with young children where they can rent a plot, grow their own garden, as well as partake in weekend barbeque get-togethers and family social events. This project is based on the small concept of designing a custom typeface in an eight week crash course from about a year ago. The typeface is a very simple, handwritten script with the playful embellishments of flower petals as serifs. I named the typeface, “He Loves Me, He Loves Me Not,” and from there the thought of re-branding the local Ocean Beach Community Garden was born! I chose the colors of dusty rose, sage green and warm yellow to
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represent the natural colors you will find within a garden. The brand alternates between the main logo of a dainty little bird and a five petal flower, both of which are basic in design and hold the overall concept of Lauralee’s; Cheerful and simple. The idea to reach the public would be through street banners, playful chalk art, and handing out complimentary mini succulents at the farmer’s market. The chalk designs would be found throughout the beach town, inviting others to come learn about garden education and upcoming events. The name of this project is very near and dear to my heart. I dedicate this project to my Aunt Lauralee Scheideman who passed away from Lou Gehrig’s disease. Lauralee was the ultimate example of community and that the power of leadership for young children is an everlasting impression.
YOU’RE ALWAYS A CHILD OF YOUR TIME, AND YOU CANNOT STEP OUT OF THAT.
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STILLHOUSE “barber shop society”
Professor // Candice Lopez & Sean Bacon Portfolio B // Spring 2014 Barber Shop & Speak Easy Male // Ages 30-45
Within the heartbeat of the Big Apple, there is a business man who is current with the news, knows the exact way he wants his hair cut, and he always drinks his whiskey, neat. This business man recently found a new barbershop and after his third time returning back for barber services, he might be invited to become part of a secret society, the Stillhouse Society. Stillhouse Society is a traditional barbershop by day, secret speakeasy by night. Stillhouse targets the middle class business man who is fashion forward, has an amazing selection of ties and rather than a wallet, a money clip is his preference. This is a barbershop that gives a 110% authentic barber experience. The twist is that once the customer becomes a little more familiar with the staff, it’s a matter of meeting specific Stillhouse Society standards to have an “in” to their secret back room speakeasy, called 855. The name Still house Society came to me when I
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started brainstorming branding ideas for a classic style barbershop. The fact that male appearance such as clean shaven, suits and ties was a major key factor in everyday attire, in the earlier decades of the 1900’s. I focused more on the prohibition era, so the thought of moonshine came to mind. While creating the logo, I strategically placed sheers within the circle that left the mark looking like a clock set at 8:55, hence, 855 for the name of the speakeasy. In order to keep 855 a secret, but advertising for the barbershop still interesting, I designed different barbershop related icons and used guerilla advertising to my advantage. I placed Stillhouse Society icon stickers throughout the city, which created just enough attention to the curious consumer. Being a male dominate brand, the use of these icons in men’s restroom was only most appropriate.
YOU’RE ONLY AS GOOD AS YOUR LAST HAIRCUT.
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“handbags for good & evil”
Professor // Candice Lopez & Sean Bacon Portfolio B // Spring 2014 High-end Handbags Female // Ages 25-55 Photographer // Jalisa Marie Paez Model // Chelsea Franz
Leoluca Handbags is a San Diego based high-end handbag company. Leoluca Handbags appeal to the young fashionista, or the fashion forward middle-aged woman, and these handbags can do no harm. The company was founded in 2011 by Ohio natives and best friends, Emma and Lauren. Their bags are timeless, are made from the finest materials and manufactured in the USA. While looking at the Leoluca website, I noticed how many of their bags came in a dark version as well as a lighter option. The vibe of their bags reminded me of the Oscar Wilde quote, “Every Saint has a past and every Sinner has a future.” At that moment, it clicked, I had to create an ad campaign for Leoluca handbags. I contacted the owners, Emma and Lauren, and they were thrilled for the opportunity. Coincidently, the name Leoluca, has alter egos. There was an Italian saint, Saint Leoluca, and an Italian mobster, Leoluca Baggerella, which was the inspiration behind their designs and name of their company. My vision was two different photo shoots at complete different ends of the spectrum. The “good,” shoot was shot in early morning light, with natural makeup
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and with the slightest touch of gold. The clothes, all white and paired with the lighter toned hand bags; the attitude, innocent and sweet. In contrast the, “evil,” photo shoot was shot right before sunset. The golden light set the tone of a seductive and fierce demeanor. The wardrobe: all black and more skin, revealing a provocative and sexy dark side to the black variety of handbags. The photo shoot was shot in the streets of the Art District in Los Angeles. With architecture old and new, the Art District was the perfect backdrop for both photoshoots. I chose my photographer, Jalisa Paez because she has a beautiful eye for photographing editorial style shots and the model, Chelsea Franz, because she had the exact look to execute both roles of good versus evil. This was a twelve hour day of art direction. There were two make-up looks, eight wardrobe changes, eight bags, and 586 RAW images. I lead a team of six people and could not be happier with the final results. I thrive in the environment of creating a vision, collaborating with others and making it happen. I know art direction is exactly where I belong as a designer.
IN EACH OF US, TWO NATURES ARE AT WAR IT’S THE GOOD AND EVIL.
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DA N C E B E T W
E E N T H E da
& T H E light
W IL L A LWAY
S R E M A IN
16 // LEOLUCA
L H OU SE
SOCI E W E L L N E S S
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MOTHER WITH THE
H E AL / / M ED I CA L ED U CAT I O N L AU RAL E E ’ S G ARD E N / / CO M M U N I TY G A R D EN ST I L L H O U S E S O CI E TY / / B A R B ER SH O P & SP EA K EA SY CAPT U RA / / CA M ER A PACKAG I N G J U N K E T / / T R AV EL M AG A Z I N E
E X T E N D W E L L N E S S / / T H ER A P U T I C CEN T R E H I M M E L H OT E L / / SW I SS I N SP I R ED LO D G I N G ST E M & VI N E / / W I N E CA M PA I G N M OT H E R F * CK E R W T I H T H E H AT, N E X T TO N O RM AL , RE N T / / B R OA D WAY R E- B R A N D I N G
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E T E R N A L LY GRATEFUL DAD AND M OM // WORDS CA NNOT EXP RES S T HE A MOU N T OF G R ATI TU D E I H AV E FOR THE HELP YOU HAVE P ROVIDED ME TO G ET M Y ED U CATI ON . I PR OM I SE, I WILL GET A BIG GIRL JOB A S A P (OR AT L EA ST A FTER TH I S SU M M ER ), I LOVE YOU TO T HE MOON A ND BACK, M Y ON LY G OA L S I N L I FE I S TO B E SU CCES S FUL A ND MA KE YOU P ROUD.
TREVOR ROBERT S // M Y LOVE, MY ROCK, MY ST RES S RELIEF. TH A N K YOU FOR A L L TH E EX TR A K ITCHEN CLEA NINGS , YOU KNOW HOW M U C H I T M EA N S TO M E. TH E D RIVE TO LA , T HE U S E OF YOU R CA R A N D A L SO FOR A L L TH E LON G HUGS A ND EXCES S IVE KIS S ES TO MA KE SU R E I D I D N ’ T COM PL ETELY LOOS E MY MIND. REBECCA F ORSYT HE & DOUG ROBERTS // THA NK YOU FOR A LL T HE HELP WHEN M Y B AC K WA S OU T, M Y B EAU T IFUL, LA RGE FORMAT P RINT ER AN D M OST OF A L L TH E LOVE A ND S U P P ORT. MELI NDA HOLDEN // FOR S HOOT ING A LL MY P ROCES S A ND TH E D EL I C I OU S SA N D W I C H . LEOLUCA HANDBAGS // YOU GIRLS CONT RIBUT ED YOU R HA NDB AG S TO M Y M OST SU C ESSFU L PROJECT. I’M ET ERNA LLY T HA NKFUL FO R YOU R TI M E, EN ER GY A N D M OST OF A LL BEAUT IFUL HA NDBAGS ! JALI SA M ARI E PAEZ // I OWE YOU BIG T IME. YOUR P HOTOS A RE PR OB A B LY TH E R EA SON I W I L L EVER GET A JOB. CHELSEA F RANZ // YOU HOT BA BE. T HA NK YOU FOR LET T I N G M E U SE YOU R B EAU TI FU L FACE FOR MY P ORT FOLIO, YOU ’RE A RO C K STA R . KAYLN M UA // THA NK YOU S O MUCH FOR WA KING U P EA R LY ON YOU R DAY OFF A N D M A KING MY MODEL EXT RA BEAU T IFUL. ALEX ANDRA EHRI C H // M Y CA PT U RA A MBA S S A DOR, DES IGN M EN TOR , COU N SELOR , A N D FRIEND. T HA NKS FOR T HE P HOTOS HOP TU TOR I A L S A N D TH E G L A SSES OF WINE S HA RED OVER MY P ROJECT S . ALI C I A LOPEZ // M Y OUT LET TO COMP LA IN/S CREA M/CRY V I A TEX T M ESSAG E. YOU ’ V E B EEN MY P ORTOFLIO BU DDY FROM BEI G I N N I N G TO EN D. YOU CA N COME P OWER NA P ON MY COUCH A NYTI M E. #P ORT FOLIOLYFE IS OVER! ! LARA BARRET T // THA NKS FOR LET T ING ME BORROW JACK FOR M Y B OOK , H E WA S TH E PERFECT LIT T LE MODEL! BRADF ORD PRAI RI E // YOU KNOW EXACT LY WHY I’M T HA NKIN G YOU, YOU ’ R E SO B R A D FOR D.