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rachel vanaken 2018 design portfolio


2018 design portfolio

rachel vanaken


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HOPE HOUSE Brand identity and website development

EBAY

E-commerce website design

AGORA Education Inequality application design

FILM FESTIVAL Brand & experience design

DESIGN PROJECT CENTER Website development

WNBA Integrated advertising campaign


HOPE HOUSE Free Medical Clinic Brand Identity

User Archetypes

User Path

PATIENTS Hope House patients want and need to receive quality medical care with no bills all while feeling confident in the care that they’re getting. They also need to be guided to take steps forward in their life, because they don’t always make the best life decisions.

DONORS & CONTRIBUTORS

GET CARE

DONATE

VOLUNTEER

BECOME A PATIENT

AM I QUALIFIED?

CONTACT HOPE HOUSE

GET CARE

DONATE

VOLUNTEER

WHAT MY MONEY BUYS

MAKE A DONATION

DONATE

VOLUNTEER

VOLUNTEER APPLICATION

AVAILABLE POSITIONS

These can be partnering organizations or individuals that contribute to Hope House to help them stay open. They’d like to know what their money is being used for and have options for donating money or goods.

PROBLEM Hope House is an extremely beneficial service to the people of Big Rapids and the surrounding areas. They did not have a website or any information widely available, so lack of awareness was their biggest feat.

SOLUTION Creating a new brand identity and all necessary touchpoints helps Hope House gain awareness and help the people that need it. With a website, building sign, stationary and brochure, Hope House can distribute information about the services that they provide.

Design Support Carlie Vanklompenberg ’18

HOPE HOUSE | brand identity & website development

VOLUNTEERS Everyone that works at Hope House is a volunteer. They want to use their talents to give back to the community and feel like they are doing their part in society. Volunteers ultimately want to help patients better their situations through the love of Jesus Christ.

GET CARE


RACHEL VANAKEN | design portfolio


3 Visual Directions

1

NETWORK OF CARE

2

BE THE LIGHT

This conceptual direction feels very medical and sterile. The brand mark resembles a medical cross as well as a religious cross.

3

A FRIEND IN NEED IS A FRIEND INDEED

Driven by a quote from a Hope House board member, “They were like a lighthouse to my wife and I,” this option shows the most emotion.

As the chosen direction for the Hope House brand, this visual concept combines the friendly, hopeful, professional and medical aspects of the clinic. The logo represents a medical center, a church, and a nurse’s hat.

Patients

Volunteer

Donate

Patients

Volunteer

Donate

Hi there. We’re Hope House, We believe in showing God’s love Hi there. We’re Hope House, practically and medically to those We believe showing God’s in need thatinlack resources tolove practically and medically to those fulfill their own medical needs. in need that lack resources to fulfill their own medical needs.

JOIN US THIS MONDAY FOR PRAYER NIGHT 5-8 PM | 405 S 3rd Ave, Big Rapids, MI 49307

5-8 PM | 405 S 3rd Ave, Big Rapids, MI 49307

Each visual direction shown here was presented to the client with rationale and reasoning. They were able to take the optionsto their board and volunteers and deliberate on which direction best suited Hope House.

become a patient

help support us

get in touch

be involved

become a patient

help support us

get in touch

be involved

Let us introduce ourselves… Hope House Free Medical Clinic is a faith based, nonprofit, hopehouse

hopehouse

Let us introduce ourselves… outreach ministry.

Hope House Free Medical Clinic is a faith based, nonprofit, outreach ministry. HOPE HOUSE | brand identity & website development

43%

Mecosta households earn less than $35,000/year Mecosta households

99%

Satisfaction from patient exit interviews Satisfaction


Process

Logo Iteration

Final Brand Mark

RACHEL VANAKEN | design portfolio


HOPE HOUSE | brand identity & website development


Key Website Pages

1

GET CARE The patients are able to fill out a prequalifying form to see if they’re able to get care at Hope House. They can also see who the doctors are and read patient stories.

2

DONATE On the Donate page, users can make donations, see what their money can buy, and who Hope House’s partners are in the community.

3

VOLUNTEER Since everyone that works at Hope House is a volunteer, getting new participants is crucial to Hope House’s ability to help patients.


Brand Standards Manual

Volunteer T-shirt

BRAND MANUAL The brand manual is crucial for every branding project. It will allow the client and future teams to keep all brand touchpoints consistent and lookin’ good. Inside, it outlines color, type, logo usage, website maintenance and templates.

T-SHIRT These shirts will be worn by volunteers at the clinic and community events. They’re more friendly than the traditional white coat that doctors wear, which is relaxing for patients.

HOPE HOUSE | brand identity & website development


Brochure

Business Card

BUSINESS CARD A generic business card works best for Hope House since everyone is a volunteer and volunteers can change often.

BROCHURE Since Mecosta county is the 3rd poorest county in Michigan, some Hope House patients may not have phones or computers to access the website. We created this brochure to give patients all of the information they might need.

RACHEL VANAKEN | design portfolio


EBAY E-Commerce Site Design & Strategy

User Archetypes

MILLENNIAL SHOPPER This user wants more control over their purchases and they don’t want to browse irrelevant products. They’re influenced by reviews and ratings, and they’re attracted to brands that are socially responsible or support a good cause.

PROBLEM eBay is one of the most known eCommerce sites, but it’s competitors have surpassed it by far in the past 5 years. They’ve lost sight of what their niche and target market really are.

SOLUTION

SELLER

Marketing toward millennials is the way to make eBay successful again. Also, regulating what can be posted and what information is required will amp up the trustworthiness of the site and its sellers.

They want to easily post and sell products while supporting the charity of their choosing. Sometimes they’re overwhelmed with the clutter on the site, and they want a more reliable platform for sellers and/or businesses.

Design & Research Support Graphic Design class of 2018 AMA Student Group | 2nd place at National AMA Case Competition

EBAY | e-commerce site design & strategy


Ebay vs. Competitors

EBAY

AMAZON PAGE VISITS (PAST 6 MONTHS) This tells us that Amazon is overall more popular than eBay, while eBay is still ahead of their other competitors. This could be caused by many things, but it comes down to awareness in the end.

JET

ETSY

CRAIGSLIST

3,750,000

2,500,000

1,250,000

EBAY

AMAZON AVERAGE BOUNCE RATE This graph shows that the bounce rate is similar to Amazon (eBay’s #1 competitor). Not only could it mean that there’s too much clutter, it could mean that things are hard to find.

JET

ETSY

CRAIGSLIST

45%

30%

15%

RACHEL VANAKEN | design portfolio


50%

PROJECT OBJECTIVES Reduce clutter, add personalized categories, create easier searching, align design across platforms, standardize listings, make reviews more prominent, enhance social impact.

Millennial Buyer Journey Map

STAGES

PREPARATION

RESEARCH

NEED

SHOPPING

PLACE

PURCHASING

In our research, we found that 50% of millennials would be more willing to make a purchase from a company that supports a social cause. This main point drove our concept.

OWNERSHIP

ADVICE

DOING

SHARE

EXTENSION

SHARE

ONLINE

REVIEWS

TIME

LOVE IT!

BROWSING

SOCIAL MEDIA

REACHING OUT

PAYMENT

WORD OF MOUTH

THINKING & FEELING

DATA

- I need to get a good birthday present.

- Wow. Lots of good reviews.

- Where should I get my house decorations?

- Will I actually get what I want to buy?

- I guess check on eBay

EBAY | e-commerce site design & strategy

DEALS

GOSSIP

- This seller has a 5 stars!

- Is it only paypal?

- All of the deals are right here.

- Pfew. My information is safe.

- Found my item in no time!

- That was easy.

- Great shipping! I knew exactly where and when my package would arrive - The seller was very cooperative!

- Have to tell all my friends that eBay has come back!

- EBay just sent me an awesome coupon!

- Definitely giving this seller 5 stars.

- I see that eBay has gotten a brand new collection


Key Screens

1

CONSISTENT DESIGN We found that 56% of eBay users are multi-screen shoppers. This means that a consistent design across platforms is crucial to success.

2

SOCIAL RESPONSIBILITY Our largest inspiration for this concept is that 50% of millennials are more willing to purchase from a company that supports a cause or that is socially responsible.

RACHEL VANAKEN | design portfolio


Key Screens (continued)

3

RELEVANT CATEGORIES In order to reduce clutter, having users choose their interests upon account creation, eBay can cater to that user’s specific wants and needs.

EBAY | e-commerce site design & strategy

4

SEARCH ITEMS BY CHARITY Having prominent featured charities allows more buyers to support a charity of their choice. They can also search items by charity.

5

DETAILED SELLER INFO Instilling trust in sellers is important since users are buying from individuals instead of well-known businesses and companies.


6

PROMINENT REVIEWS In our research, we found that 73% of millennials read multiple reviews before making a purchase.

7

STANDARDIZED LISTING One of the biggest problems with eBay is the titles on products that make them seem like a scam. Having standardized listing rules will get rid of these ridiculous product titles.

8

OUTLINED POLICIES There have been multiple lawsuits against eBay caused by users not knowing the sites policies. To help this, policies are clearly outlined on the site for users to brush up on.

9

PROMINENT SEARCH BAR Millennials aren’t known as browsers. We found that our users don’t always have a long attention span, and they usually know exactly what they’re looking for and where to find it.

10

INTERNATIONAL TRACKING A lot of sellers on eBay are in China and other manufacturing countries, and eBay’s international tracking is very poor.

RACHEL VANAKEN | design portfolio


AGORA Educational Inequality Application

User Archetypes

STRUGGLING STUDENT These students have problems learning in the traditional school environment. Whether it be ADHD, a different learning style, or another disability, they struggle to learn like the rest of their peers.

PROBLEM Educational Inequality– the unequal distribution of resources, including school funding, qualified and experienced teachers, books, and technologies within and between communities.

SOLUTION Teachers are trained to be experts in different things. By being able to search and connect with expert teachers all over the country, teachers are able to help their students in each of their different situations and struggles.

Concepting and Planning Support Allicyn Crippen ‘18 Emily Smith ‘18 Connor Vondette ‘18

AGORA | mobile application

DETERMINED TEACHER Teachers are teachers because they love helping students. They are seeking ways to help their students learn at the same levels of each other. Getting certified in different things is expensive, and their school districts don’t always help with compensation.


Knowledge Level Chart

STUDENTS

TEACHERS

EXPERT TEACHERS

CURRENT Currently, there are teachers that aren’t completely qualified to teach some of the students that are in their classrooms.

UTOPIA With AGORA, we hope to bridge the gap between teachers and expert teachers, which will inevitably help students grow as well.

RACHEL VANAKEN | design portfolio


Key Screens | Teacher

1

DOWNLOAD AGORA The AGORA experience starts with the determined teacher wanting to do more for a struggling student, so they download AGORA and start searching for help.

AGORA | mobile application


2

REGISTER When teachers register, they will input their qualifications and certificates so that other teachers will know how they can help.

3

SEARCH Teachers are able to search expert teachers by best match, location, and most students helped.

4

TEACHER PROFILE The teacher profile shows their rating, subjects, and qualifications.

5

MY STUDENTS Teachers are able to their students that have the app, and they can also invite a student they’d like to connect with an expert teacher.

6

TEACHER INBOX Teachers are able to see all message threads, as well as start new threads.

RACHEL VANAKEN | design portfolio


Key Screens | Student

7

INVITE STUDENT Once a teacher finds an expert teacher they’d like to connect a student with, they have the option to invite the student to the app via email. Note: The student does not need to have the app in order for the expert teacher to help the student’s teacher.

AGORA | mobile application

8

EMAIL INVITATION The AGORA experience continues when the student receives an email from their teacher inviting them to join AGORA and connect.


9

STUDENT DASHBOARD Once a teacher finds an expert teacher they’d like to connect a student with, they have the option to invite the student to the app via email.

10 ADDED EVENTS

Teachers are able to add events to a student’s dashboard so there is more structure to the communication, as well as a defined time where all 3 parties are available.

11

STUDENT INBOX Unlike the teacher’s inbox, students are not able to start messages, but this is where they 3-way chat with their teacher and expert teacher.

12 LEARN

Once a teacher connects their student with an expert teacher, 3-way chat is available for everyone to learn from each other. Note: The student is never able to chat with the expert teacher without their local teacher in the message as well.


SOLARSCRIPTS Film Festival branding and experience

User Archetypes

ASTRONAUTS His main goal is to network and connect with other people at the festival. He’s seen all the movies, but he likes to be there to interact with people that may look up to him and want to meet him.

SPACE NERD | ENTHUSIAST She’s interested in seeing as many films as she can. Hotel and travel information are important to her, but she’s really just excited to be at the U.S. Space & Rocket Center in Huntsville. She’s planning on bringing friends.

PROBLEM The task at hand was to create a full brand experience for a film festival. We were able to choose the theme/genre of the films.

SOLUTION Being someone who is fascinated by space, I chose to have a ton of fun and create a space-themed film festival. Fun fact: I went to space camp in Huntsville, Alabama!

SOLARSCRIPTS | film festival branding and experience

ASPIRING ASTRONAUT She’s really into space right now, and she wants to be an astronaut when she grows up. At school, they take a group to space camp at the U.S. Space & Rocket Center, so her family wants her to visit before she’s there for a week.


RACHEL VANAKEN | design portfolio


2015 | Sophomore year

POSTER DESIGN I produced a rubber stamp for the date and location, and a postage stamp to make the poster more realistic.

FIRST ATTEMPT

WEBSITE

These 3 touchpoints were the result of the original assignment. I focused on space travel and integrated a play on mail and communication with space. Hand-drawn doodles were used to nod at handwritten letters.

This was the first website that I developed. I was able to integrate javascript to have a working countdown until the festival.

SOLARSCRIPTS | film festival branding and experience


2018 | Senior year

Poster

SECOND ATTEMPT & INSPIRATION

POSTER DESIGN

Since the first attempt, NASA released a poster series called, “Visions of the Future”. These illustrations were my inspiration for my second version of this film festival experience.

One of the main requirements for the original assignment was to create a poster for the film festival. I decided to keep this touchpoint to show the transition from old to new.

NASA’s Voyager mission took advantage of a once-every-175-year alignment of the outer planets for a grand tour of the solar system. The twin spacecraft revealed stunning details about Jupiter, Saturn, Uranus and Neptune – using each planet’s gravity to send them on to the next destination. Voyager set the stage for such ambitious orbiter missions as Galileo to Jupiter and Cassini to Saturn. Today both Voyager spacecraft continue to return valuable science from the far reaches of our solar system. NASA Jet Propulsion Laboratory www.jpl.nasa.gov

NASA’s Mars Exploration Program seeks to understand whether Mars was, is, or can be a habitable world. Missions like Mars Pathfinder, Mars Exploration Rovers, Mars Science Laboratory and Mars Reconnaissance Orbiter, among many others, have provided important information in understanding of the habitability of Mars. This poster imagines a future day when we have achieved our vision of human exploration of Mars and takes a nostalgic look back at the great imagined milestones of Mars exploration that will someday be celebrated as “historic sites.” NASA Jet Propulsion Laboratory www.jpl.nasa.gov

RACHEL VANAKEN | design portfolio


Website

A SITE WITH PERSONALITY A responsive interface is important to this site because of the vast differences of the users. Aside from that, exciting and eye-catching illustrated scenes are used to create a fun personality.

SOLARSCRIPTS | film festival branding and experience


Wristband

Billboard

YOUR TICKET IS A WRISTBAND

PROJECTING THE INFORMATION

Since I’ve been to the U.S. Space & Rocket Center, I know there are rollercoasters and rides there. That’s why I decided to make the festival ticket a wristband—that way the attendees can’t lose them!

The idea for this billboard is to creatively show what the films are about. The bright colors catch your eye, and then you see where they’re coming from. The background on the date was inspired by computer communication astronauts see.

DAY PASS VS. WEEKEND PASS The color of the wristband would change depending on if you bought a day or weekend pass to the festival.

RACHEL VANAKEN | design portfolio


DESIGN PROJECT CENTER E-Commerce Site Design & Strategy

User Archetypes

DPC STUDENTS | DESIGNERS The students that work in the Design Project Center will be diving into the industry soon, and they need to be seen as real designers instead of students. The DPC needs to be professional and savvy in order to reflect well on the students.

DPC CLIENTS

PROBLEM The Design Project Center (DPC) does great work for awesome clients, but not many people are even aware that the DPC exists. They did not have a website, and for a design studio, that’s a problem.

DPC Clients are mostly organizations and foundations that wouldn’t be able to afford design work from other studios. They deserve professional level work for extremely low costs. They also expect and deserve to work with professional designers.

SOLUTION Build and launch a WordPress powered website, and outline a plan for the future of updating the site. Also, design touchpoints to be produced by the next team.

DPC PROFESSORS | PRINCIPALS

Design & Development Support Carlie Vanklompenberg ‘18 Zach Kelly ‘13 Kate Murphy ‘13 Laura Pewinski ‘13 Kathryn Tower ‘13

DPC | website development

The DPC professors have two main goals: Find great clients for the Design Project Center, and help students get the real-world experience they need before they’re out in the workforce.


RACHEL VANAKEN | design portfolio


Mobile First

Desired User Experience

MOBILE FIRST A large part of what we did for the DPC site was re-coding it to be mobile first. This is important because it’s a not-so-recent best practice for web development. This will help the site be maintained in the future.

ATTRACTION

ENTRY

DPC website comes up in google search for design studio

Reads information about the Design Project Center on website

Receives information packet

Project is final and launched

Tells other people about DPC

Word of mouth

Browses past projects

Sees signage on classroom door

Sign-offs

Comes back as maintenance client or for other help

Sees social media post from Ferris State Graphic Design pages

Fills out client form or contact form if unsure about being client

Client meets students to start project (kickoff meeting)

Training on how to maintain the brand

Follow-up emails as needed

Goes directly to DPC website

Looks at “meet the team” page

Visits campus and sees DPC room

Payments complete

Invitations to DPC events

Business Cards

Meets with faculty to learn more about how to become a client

Meetings/presentations in 309a

Receives final deliverables

Shares DSGN posts on social media

ADDITIONS

DPC | website development

EXISTING

ENGAGEMENT

EXIT

EXTENSION


Business Card Series

Door Graphic

309 Classroom

DOOR GRAPHIC Sometimes, our clients aren’t sure where DPC is actually located. With an eye-catching graphic on the door, our visitors will know exactly where to find us for meetings and presentations

RACHEL VANAKEN | design portfolio


Project Page Structure

BEAUTY SHOT

STRUCTURE

PROJECT DESCRIPTION

DESIGNERS

We spent a lot of time thinking about what the individual project/case study pages should look like. We developed a project page structure that clearly outlines how projects should look when they are added to the site.

2

THIRDS

2

LEFT BIG

2

THIRDS

2

4

FULL

4

RIGHT BIG

2

RIGHT BIG

DPC | website development

FULL

6


Site Additions & Changes

WE’RE CONNECTED The concept behind the logo has a lot of meaning. It’s about being user-centered, connected, and savvy. So, we implemented this cool little graphic, and when you hover, you see what each piece of the logo represents. Neat!

DID WE DESIGN IT? Nope, we have previous DSGN grads to thank for the design. But, since we were already redeveloping the site, we thought we’d clean up the design of a few elements. We added a few things, took out a few things, and made the site better (in the client’s eyes, at least).

MOBILE NAV We re-designed the mobile navigation to take up less space and have a little more personality.

BEFORE

AFTER

RACHEL VANAKEN | design portfolio


WNBA Women’s National Basketball Association

BEFORE The orange color and inline type feels more youthful than other professional sports league logos. This immediately lowers the respect and prestige of the WNBA.

User Archetypes

LIL’ DREAMER’S DAD He wants to show his young daughters who to look up to and what they can become. Sometimes, professional athletes are seen in bad light, but WNBA players are more than just athletes— they’re role models.

AFTER Changing the colors automatically aligns the WNBA with other American professional sports leagues. The new type feels stronger and more serious and professional.

LIL’ DREAMER HERSELF She wants to be a professional athlete when she grows up, and she looks up to older athletes. She likes to go to games with her family because it makes her want to get better at basketball.

PROBLEM The Women’s National Basketball Association (WNBA) doesn’t get the same respect as other professional sports leagues.

SOLUTION By framing the players as role models and professionals, they earn the respect that they deserve from the people that they want to inspire. Not everyone will respect them as professional athletes, but people do look up to them for good reason.

2018 Silver Student Addy Award American Advertising Federation, West Michigan

WNBA | branding and advertising campaign

BASKETBALL BUFF This true sports fan doesn’t care about the hype of the NBA or if the players are male or female. He’s just wants to enjoy the sporting event and the atmosphere that comes with it.


Misconceptions

“If they had a nude woman cooking league, I’d probably watch that, but otherwise women’s sports are always a pale shadow of the real games.” reddit.com

“It’s just not a great quality of basketball honestly. It’s a man’s game, plain and simple.” reddit.com

RACHEL VANAKEN | design portfolio


PLAYERS WE’RE 132 WOMEN WITH 132 STORIES.

WEB EXPERIENCE The website was designed to showcase the players and their stories first and foremost.

WNBA | branding and advertising campaign


Social Media

#WNBAINSPIRES #WNBAInspires is a way for the league to tell their 132 stories, as well as let fans and young basketball players know how the WNBA inspires them.

Truth & Inspiration

“Celebrate us for the things that matter— the stories, the basketball, the character, the fiery competitiveness, our professionalism.” Maya Moore, Minnesota Lynx

“When it comes down to it though, it’s not about the product... Without women, there is no WNBA.” Lyndsey D’Arcangelo, Huffington

RACHEL VANAKEN | design portfolio


Environmental Graphics

POSTER SERIES To be used together or alone, these posters remind everyone to strive to be the best they can be, because someone is always looking up to you and aspiring to be like you.

GAME TICKETS With eye-catching images and a large CTA, the game tickets carry the brand through the physical aspect of attending a game.

WNBA | branding and advertising campaign


RACHEL VANAKEN | design portfolio


WNBA Junior Team app and membership

JUNIOR TEAM SUB-BRAND One of the most important user groups for the WNBA are the lil dreamers, These are the kids that play basketball and aspire to be the best that they can be. There are a lot of different NBA teams that have kids’ memberships, and it allows the kids to get up close and personal with the athletes and learn from them. This is a very important aspect for the WNBA since the new strategy is to position the players as role models.

WNBA | branding and advertising campaign

KIDS’ MEMBERSHIP SIGN-UP There are a lot of professional sports leagues that have a kids’ membership club. Adding this will be a way to reach younger fans and help the WNBA become an American family pastime.


CAMP MATE APPLICATION There are a lot of professional sports leagues that have a kids’ membership club. Adding this will be a way to reach younger fans and help the WNBA become an American family pastime.

STATS & PROFILE Player bios and statistics are a huge part of the WNBA. Let’s make these kids feel like real players!

SCHEDULE Can’t miss practice! Also, breakfast is the most important meal of the day.

RACHEL VANAKEN | design portfolio


Rachel VanAken | Portfolio Layout  

Spreads for 11x17 printed portfolio.

Rachel VanAken | Portfolio Layout  

Spreads for 11x17 printed portfolio.

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