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At 8 years old, my parents placed me into taekwondo because I wanted to defend myself the next time my cousin decided to hit me with a racket. I quit a year later. They placed me in basketball when I was 10 because I wanted to be Kobe Bryant. I managed to land only one shot the whole season. Ice skating, chess, orchestra, marching band, and eventually computer science. Nothing stuck and nothing inspired me until one day my sister suggested looking into “graphic design�. From that day on, everything in my life fell into place. Reflecting back, it felt as though I was always suppressing a part of me that loved art. I never understood that the constant drawings I made with my cheap paint set indicated that I could become a real artist. It felt like a breath of fresh air when I was told to play with color schemes during my first design class. But rather than looking at my past hobbies as a waste of time, I’m grateful of my diverse background. Art exists in every subject and graphic design creates opportunities to explore it all. What I wish to bring to the table is the ability to influence the world for the better through my various experiences.


contents 1

KIT

03

2

NAHREP 2017 MAGAZINE

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3

SPECIMEN & NARRATIVE

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4

CUP O’ JAZZ

36

5 TIDEPOOLS

48

6

DEV CHOCOLATE

56

7

FLIGHTS N’ BITES

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1 PET ASSISTANCE

kit Patricia Cue Branding Fall 2017

ART DIRECTION CATEGORY YEAR

S A M I R A R A S H A N P O RT F O L I O

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CHALLENGE Taking a previous work and creating a brand from it was the first step of this project. The source could have been anything—a small mark, a typographic book, a website, etc. The branding was to be created through the initial mark that would later develop into a logo, business collateral, and eventually a branding guide. When I chose to expand on a sustainable packaging assignment about an essentials kit for first time kitten owners, I had to establish a concrete mission statement that went beyond pet materials. In addition, I had to determine my target market and competition. For the app, I had to create something completely unique and marketable, an application that would bring in money to the company while retaining a productive and user-friendly flow. SOLUTION Thinking of Kit as something more broad and impactful was easy. I began searching any connections it can have with adoption agencies and the process it takes to not only adopt a dog or cat, but to raise it as well. After extensive research on the topic, including a competitor’s audit, a poll, driving to animal shelters, I figured out Kit’s mission and positioning. With the target market in mind, I began sketching and exploring logo marks. Ultimately, what fit Kit the best was a typographical logo with a simple dog tag as the dot of the ‘i’. Moving on with the application, I wanted an experience where the user relied on the app to keep track of essential information for the kitten, as well as being a source of help in times of need. While Kit strayed far from the original packaging concept, the overall message of adoption, education and love still resonates.

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S A M I R A R A S H A N P O RT F O L I O

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S A M I R A R A S H A N P O RT F O L I O

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Assistance

Main Menu

Profile

Behavioral Questions

Settings

Training Questions

Main Menu

Profile

Nearby Vet

Resources

Pet Stores

Go Premium

Settings

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Humane Society Website


TRACKER Activity

KIT APP Diet

Vaccinations

The app is specifically geared towards cat and dog owners who want to take that extra step and be more attentive in their pet’s lives. With this concept in mind, I had to create an application that was simple to use, intuitive and efficient. I maintained the color scheme of the brand throughout the app, as well as the brand image treatment for the buttons. It was important that I had a consistent menu bar running across the bottom so the users can be directed to either Home, Profile, and Settings. As seen with the wire-framing, the screens are all interwoven, with the user never having to click more than two times for a page. The Kit app begins with a menu that allows the user to choose between the Tracker, Assistance, Resources or Shop, designed in four big squares. As you scroll down a bit, there will be an option to go Premium which would ideally activate more robust features compared to the standard. The main menu will also include news articles or any important information relevant to the industry.

Input Activity Data

Input Diet Data

Add Vaccinations

The main feature, Tracker, allows the user to document the vaccination records of their pet, their daily diets, and activity. Each section is expands into a data input, where users can select and type out specific details. The data is then collected and presented on their respective dashboards. For activities, they calculate not only time spent exercising but also if they went outside to relieve themselves and many more customizable options.

S A M I R A R A S H A N P O RT F O L I O

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2 NAHREP

FALL 2017

Marisa Calderon Publication Summer 2017

ART DIRECTION CATEGORY YEAR

S A M I R A R A S H A N P O RT F O L I O

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CHALLENGE I was tasked to lead the design on the National Association of Hispanic Real Estate Professionals first annual magazine, Somos NAHREP. The magazine is a showcase of everything NAHREP is, from their board members, to their chapters, to their annual partners. NAHREP has dozens of diamond and gold sponsors, who were asked to submit editorials and advertisements. With these editorials and the articles written by my management, I was to create something that defies the typical, dull, text-heavy real estate magazine and paint NAHREP in a fun, creative light. To top it off, the sponsors and management handed me everything three weeks before print deadline, many not following certain ad specs and word count guidelines we set. The magazine was to be released during their annual convention in Dallas, Texas to a crowd of 2,000 people. SOLUTION Previously familiar with layout designing and publication, I was willing to take charge of Somos alongside my co-worker Andrea Munguia. I began by creating a template for the editorials and the ads. I sent out guidelines to all of our sponsors so they could adhere to our specs. In order to differentiate our material from sponsor related items, I divided the sections focused solely on NAHREP using a light green palette and flexible grid system to convey a fresh outlook for the company. I was involved not only in the design but the content as well. We wanted to highlight the staff at the office so that our membership can perceive NAHREP as a great place to work, full of young adults excited to help the Hispanic market segment. I took photos of everyone in the same office setting as to highlight our commitment to the company on a day to day basis. I coordinated with our printer in Dallas to make sure all of the images and colors matched their requirements.

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S A M I R A R A S H A N P O RT F O L I O

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S A M I R A R A S H A N P O RT F O L I O

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3 &

narrative SPECIMEN

Beth Weeks Typography Spring 2016

ART DIRECTOR CATEGORY YEAR

S A M I R A R A S H A N P O RT F O L I O

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CHALLENGE Peter Bil’ak is a type designer who wrote the essay “Experimental Typography” with the core message that finished work cannot be truly considered experimental. He details the extent to which type can be explored. Alongside his essay, the requirement was to layout 25 font specimens categorized under the five major type classifications. The specimens and the essay were to connect seamlessly and compliment each other through a unifying theme. SOLUTION The theme that I felt best resonated throughout Bil’ak’s essay was the idea of breaking loose in your explorations. With each classification, I created a unique style, alluding to the opening quote. The purpose of this narrative specimen book is to go beyond one’s traditional mindset of how typography should be presented and to explore the relationship between individual letter-forms.

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S A M I R A R A S H A N P O RT F O L I O

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4 CUP O’ JAZZ Arzu Ozkal Typography, Packaging Fall 2017

ART DIRECTION CATEGORY YEAR

S A M I R A R A S H A N P O RT F O L I O

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CHALLENGE The mission for this project was to develop a branding system for a coffee shop through the creation of our own font. This project challenged our perception of letter-forms as we had to completely understand the way letters interacted together in a font face. Our goal required us to customize our font based on an existing one and a music genre. I was chosen to do work off of Times New Roman and base the font and coffee shop on jazz. Our deliverables consisted of a logo, coffee cup, menu, and posters advertising events at the coffee shop. SOLUTION I tackled this challenge by doing a lot of research into the genre of jazz. I explored color themes, typographic treatment, all the while blasting jazz through my headphones. We began developing the font with the letter ‘H’, a standard practice for typographers. As each letter was created, my system began developing and soon I was able to refine them in the font program ‘Glyphs’. Proceeding to create the logo, I wanted my coffee shop to a fun and energetic vibe. Thus, my branding system for Cup o’ Jazz was created: an explosion of uncontrollable color, words and shapes.

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S A M I R A R A S H A N P O RT F O L I O

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PANTONE 1 2 4-6

PA N TO N E 148 - 4


PAN TON E 45 -16

PA N TO N E 14- 6


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COFFEE CUP, BAG, AND MENU As a part of our coffee shop deliverables, I had to create a cup, sleeve and menu. Continuing with the theme of Cup o’ Jazz, I incorporated the word explosion art on the cup, making it incredibly distinguishable amongst any other coffee cup. The sleeve has the logo, with a dark brown to tie it all up. The menu includes the word explosion as well, but in white, with the logo in the center.

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POSTERS Cup o’ Jazz would ideally host events with popular guests, and for another deliverable, I created posters advertising guest performances. For these posters, the intent was to mimic an explosion of words coming out of their hands or instruments, their names integrated with them. These posters serve to capture the theme of not only the coffee shop, but their essence and brilliance.

S A M I R A R A S H A N P O RT F O L I O

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S A M I R A R A S H A N P O RT F O L I O

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5 tidepools MIRACOSTA COLLEGE

2 0 1 5

Jill Malone Publication Spring 2015

ART DIRECTION CATEGORY YEAR

S A M I R A R A S H A N P O RT F O L I O

49


CHALLENGE I was offered the role of Managing Editor for the publication of MiraCosta College’s Tidepools, a compilation journal of essays, poems, stories, and artwork created by the students of the college. As one of two managing editor I was tasked to assign every person in my Publishing class a portion of the book, while working together with a Photo Editor and Copy Editor. I also had to set the template and theme for the entire book. After the book was designed, it was our role as managing editors to review everything and make sure it followed the print guidelines. SOLUTION We divided all the content into four sections: Us, Them, Me, and You. The pieces that fell within “Me”, for example, were told through a first person perspective or had a theme of self-reflection. Developing a concrete design theme around this concept was challenging, as the entire class had to be on board. I presented various sketches of the opening spreads to gauge what theme worked best and once we settled on one, we began developing the grid system. To differentiate between a story from an essay, I had the content flow through three columns while essays flowed through two. We wanted the book to have a fresh new look compared to the previous years, and so our theme centered on bright colors and a mesh of geometric shapes.

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PROJECT / 1 2 3 4 5 6 7


6 devchocolate FA I R -T R A D E

Arzu Ozkal Packaging Spring 2017

ART DIRECTION CATEGORY YEAR

S A M I R A R A S H A N P O RT F O L I O

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CHALLENGE Fair Trade is a social movement that achieves better trading conditions with countries in the West through sustainable farming and healthier working conditions. The goal of this project was to create a chocolate bar designed as though it was from a developing country that grows cocoa beans, such as India or the Ivory Coast. Taking this design, we had to incorporate the style of a western country as the producer of the chocolate. The packaging should tell the story of where the cocoa beans came from and educate the public about fair trade practices. The design should communicate that the chocolate is handcrafted with unique, organic ingredients. SOLUTION I chose to work with India as my origin country because I feel really connected to their culture. I chose Switzerland as the producer because I love their overall modern typographic style. In order to connect the two vastly different countries together, I decided to implement Swiss design on the typographic and color treatment while the imagery and flavor relied more on Indian culture. After researching and exploring many aspects of India, I felt inspired by the henna tattoo designs. By incorporating cocoa beans within the intricate henna flowers, I could symbolize the transportation of the cocoa to Switzerland. I drew the national flower as the symbol of Switzerland as a part of the logo. I called my brand “Dev”, meaning divine, to place an emphasis on the high degree to which this chocolate should be revered. Dev Chocolate brings the flavors of India into the palms of one’s hands. It shares the story of a farmer who pours love into the crops he tends to not because of necessity but of devotion.

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6”

8” PRINTED ON GOLD EMBOSS PAPER

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7 flights DESIGN THINKING

N ’ B I T E S

Marisa Calderon, Patricia Cue Branding Fall 2017

ART DIRECTION CATEGORY YEAR

S A M I R A R A S H A N P O RT F O L I O

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CHALLENGE Flights n’ Bites is a event based company founded in San Diego in 2015 by Marisa and Chef Chris Calderon. They specialize in pairing together gourmet dishes by Chef Calderon with a variety of beers and wines from a local brewery. Their mission is to create a sense of community and an appreciation for food. By focusing on intermingling various drinks and quality cuisines, one can discover amazing tastes they wouldn’t get anywhere else. An issue Marisa and Chris faced was broadening their following, especially considering they only have events four times a year. SOLUTION Using Design Thinking as my approach to branding Flights n’ Bites, I began my research phase. I conducted interviews with Marisa and asked a broad range of questions that allowed me to understand the company better. With the information I gathered, I created a statement that highlights the main problem that Flights n’ Bites sought to solve. Continuing onto the prototyping phase, I wanted to create a compelling logo that communicated an intersection for drinking, food, and experience. Taking this logo and developing a business plan for Flights n’ Bites was the next step. My deliverables were a new logo, branding guide, print collateral, website and social media prototype postings that will help them stay active and engaged between events.

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CLIENT FEEDBACK

INITIAL SKETCHES

EST.

2015

FLIGHTS N’

Bites

This version but as a circle

EAT. DRINK. REPEAT.

EST.

2015

FLIGHTS N’

Bites

TS

N’ BITES

FLI G

H

EAT. DRINK. REPEAT.

EST.

2015

FLIGHTS N’ eat. drink. repeat.

Bites EAT. DRINK. REPEAT.

FOLLOW UP SKETCHES EST.

2015

FLIGHTS N’

Bites EAT. DRINK. REPEAT.

Too Militarized Too in your Face

We Want: Rustic/Honest Connected to source Experience Based Fresh/Crafted

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Gameplan

GAMELPLAN

Pre-Event • NECESSITIES: Budgeting, contracts, vendors, transportation, food prep, etc. • BREWERY: After contracts and negotiations are cleared, have the brewery promote your event and website on their accounts. • EVENTBRITE: Create an eventbrite and Facebook event page and consider using Facebook’s advertisement feature. • E-BLASTS: Advertise the event by emailing your contact lists and providing special discounts to incentivize them to sign up. • FLYERS: Go to coffee shops, restaurants or bars that serve your niche audience and see if they will post up flyers advertising for your event.

Event

Post-Event

• MENU: Place menus on every plate or around every table. Menu should have social media accounts and website .

• MANAGE CONTENT: Use photos of the recent event to showcase the highlights. Post on website and social accounts.

• BACKDROP: Hang up backdrop throughout event so people can take pictures as they come and go. See mockup.

• E-MAIL: Let your attendees know how thankful you are of them attending, and that you hope to see them soon.

• “MEET THE CHEF”: Meet and greet session with Chris so people can take pictures with him while tagging #FlightsnBites (or other hashtag).

• INSTAGRAM/FACEBOOK POSTINGS: Keep a constant social media presence and engagement with your following by posting:

• PRINT COLLATERAL: Pass around business cards and flyers so people can remember you in the future and follow you on their accounts. • SPEECHES: Promote social media during speeches and talk about future events. • PHOTOGRAPHY: Hire a professional photographer to take pictures throughout event. This will allow for you to use this content for future marketing efforts and promotions.

§ Weekly Recipes: People can have a taste of Chef Calderon’s favorite recipes. Look to Tasty or Foodnetwork to see the format they use to share these. § Food+Beer/Wine Rec: Suggests to your following a great food and beer combo. Perhaps you had a great dish at a restaurant you’d also like to recommend alongside a fine wine. See mockup. § Pairing of the Season/Holiday: Depending on the season or holiday, give your followers a “pairing of the season/holiday”. Rec: hire a photographer to capture stylized photos of the food and drinks. See mockup. • HOST SMALL NETWORKING EVENTS: In between major events, host a happy hour at a bar or restaurant. Another recommendation could be an excursion to a winery. Post an ad on Instagram with an RSVP email link, no cost to anyone. This will create a stronger connection between you and your following. See mockup.

PROTOTYPING | FLIGHTS N’ BITES

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ABOUT US Founded in 2015, our mission is to create long lasting memories and experiences through the unique pairing of fine food and drink. Using fresh, non-processed ingredients created by our very own Chef Calderon, we team up with local breweries and deliver an amazing experience by pairing up food fresh off the grill with a variety of wines and beers.

SUBSCRIBE TO OUR WEEKLY NEWSLETTER:

EVENTS HAPPY HOUR

Tuesday, September 4, 2018 The taps are being taken over at Karl Strauss Brewing Company! This would be a dandy excuse to gather your friends for what is sure to be nothing short of a good time. 123 Main Street, San Diego, CA 92067

RSVP HERE

ANNUAL WINTER EVENT Wednesday, December 19, 2018

Our annual Hanukkah celebration returns this year on December 19th, from 5PM-9PM at Mission Brewery. We’ll have some delightfully festive special beers on tap, a special menorah lighting, and Chef Calderon will be here serving up some delicious deli fare for all your pairing needs. A portion of the proceeds will go to Childern in Need Service of San Diego, a wonderful organization serving children in need in our area. Excellent beer, delicious food, great cause--you should totally put this on your calendar. 123 Miramar Rd., San Diego, CA 92067

BUY TICKETS

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thank you

To my parents for your unconditional love and support throughout my education. You’ve always been there for me and had faith in me every step of the way. Thank you to my siblings. Your unwavering encouragement was what led me down this path in the first place and I’m incredibly grateful. To my professors at SDSU and MiraCosta. Jill, Jeff, Scott, Beth, Patricia, Arzu, and Min, thank you for your endless help and continued guidance. Thank you to all my classmates and colleagues. What we went through together is something I’ll never forget. Thanks for being willing to help me every step of the way and inspiring nothing but the best in me. Thank you to Stephanie for being such an awesome help and source of knowledge. To Magda for your amazing photography. Daphne, what would I have done without you? Thank you to Arezou, Andrea, Kenna, Harriet, Sam, Safiya, Saara, and Wezi. I love you all.


colophon DESIGNER Samira Rashan Phone (858) 353-2208 Email srashan26@gmail.com Website samiradesigns.com

CREDITS Stock Photos from Shutterstock PHOTOGRAPHY Magda Aguirre Stephanie Bonit PRINTING Staples 61 lbs Matte Double Sided T Y P E FA C E S Aaux Next Gotham Charter C O P Y R I G H T ( C ) 2 0 1 7 Samira Rashan

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