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THROWBACK ENERGY DRINK

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“For the great doesn’t happen through impulse alone, and is a succession of little things that are brought together.” This quote, by Vincent Van Gogh, connects me to my childhood love of puzzles and the way I approach design. Like a puzzle, a design problem starts as a large, daunting task. By breaking it down into smaller chunks and putting faith in the process, I am able to focus on each component, giving me a unique perspective of the details as they come together into a finished piece. I apply this mentality to all things in life. I was drawn to design for the way it combines my love of visual language with problem-solving. Each new client brings new challenges that require an entirely different box of pieces. I love the way a compelling solution always emerges through the process of breaking down a problem and putting the pieces back together.

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THROWBACK ENERGY DRINK

THROWBACK ENERGY DRINK CATEGORY Packaging

COURSE Design Studio

TYPEFACE LoRes

OVERVIEW Video games and energy drinks have always gone hand in hand. After all, you can’t be dozing off while trying to set that high score! In this collaboration, Monster teamed up with Nintendo to create a collectible set of cans and gear. The collaboration targets male gamers, ages 16–31. SOLUTION Collectible cans were created with pixel graphics inspired by classic versions of newly released games. Each can in the collection features graphics from a different game, while maintaining a unified layout. The graphics were integrated into the can while maintaining the equity of the iconic Monster look. A fun pixelated version of the Monster logo was carefully created to celebrate classic gaming without sacrificing the brand’s recognizably. Other products such as the four pack box and hats were created to add to the collectability of the series.

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THROWBACK ENERGY DRINK

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BODICE RIPPER

BODICE RIPPER CATEGORY Editorial

COURSE Page Layout

TYPEFACE Bembo Sweet Sans

OVERVIEW Romance novels are an industry earning over a billion dollars a year. Bodice Ripper is a new magazine that provides a place for readers of the genre to find fresh reading material. Original research into the primary target audience of women, ages 24–39, showed that romance fans across ages share similar interests in the various romance sub-genres. SOLUTION The magazine is an opportunity to bring readers together and speak about all romance content through interviews with authors, recipes from bygone eras, or introductions of upcoming books. The magazine also focuses on the decadence and the fantasy world of the romance genre by recreating actual places in books with travel and eating guides. The magazine uses sweeping landscape photography and sensual food imagery to enhance the romantic and feminine feel. Bembo was used for the masthead for its sharp stroke contrast and its classic tie to romance novels. Sweet Sans’ slightly extended forms provided a strong complement to the traditional Bembo in the body copy for a clean, easy to read look.

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BODICE RIPPER

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BODICE RIPPER

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TEN FORWARD

TEN FORWARD CATEGORY Branding

COURSE Page Layout

TYPEFACE Sweet Sans

OVERVIEW Star Trek is one of the most successful franchises in the world, with millions of fans. Ten Forward is a new bar and restaurant that showcases art and ambiance from the films, series and fandom. It targets a niche audience of “trekkies,” ages 31–48. SOLUTION The Ten Forward brand uses a mixture of materials, color, and imagery to convey the Star Trek theme. A neon color palette expresses the sci-fi genre without taking itself too seriously. Bright murals featuring Star Trek characters are used in the seating area. Details like the ‘Open’ sign and the double-sided coasters are themed to resemble elements from the television series. The menu contains an adjustable list of themed items and an attachable happy hour menu with high contrast, making it easy to read. Sweet Sans was used for its clean readability and light personality.

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TEN FORWARD

LOGO

TEN FORWARD

COLOR PALETTE

TYPOGRAPHY

SWEET SANS ABCDEFGHIJKLM NOPQRSTUVWXYZ

LATO ABCDEFGHIJKLM NOPQRSTUVWXYZ

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ILLUSTRATIONS

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NAMING

This Star Trek inspired bar needed a name that would refrence Star Trek without being too obvious that omeone unfamiliar wth the franchise would feel uncomfortable going in. The name should be cheeky, nerdy, futuristic but not pretentious. Ten Forward is the name of the bar on the starship Enterprise during Star Trek: The Next Generation and many episodes revolved around Ten Forward. Most informal conversations took place there, and was the meeting place for all aliens. The name is where the colors and vibe of the bar came from. Two interlocking arrows reminisent of typical forward button was added to the logo so that it would feel more futuristic while also reinforcing the name.

COMPETING BARS

Beetle House Restaurant and bar that pays tribute to all things Tim Burton. Located in downtown LA and New York. All employees dress in full costume. Winter is Coming Temporary pop-up bar lasting a month in Boston. Employees are not required to dress up, but may choose to. The Upside Down Temporary pop-up bar not officially tied to Stranger Things. Located in Chicago, it lasted until the second season came out.

NAME BRAINSTORM

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Quark’s Bar

The Enterprise

602 Club

Deep Space Station

Marseilles Poolroom

Starbase

Quantum Cafe

Voyager

Deep Space 9

Ten Forward

Starfleet Command

Morn’s Bar


TEN FORWARD

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EXPERIMENTAL THEATER

EXPERIMENTAL THEATER CATEGORY Enviromental

COURSE Design Studio

OVERVIEW 
Julius Caesar is a Shakespeare tragedy that is a household name. This project entailed creating a poster for the re-imagination of the play with an all-female cast. The poster needed to entice the primary target audience of women, ages 25 to 40, to re-experience this classic story in a new way.

TYPEFACE Giacomo

SOLUTION This play has many similarities to the game of chess in that every move is carefully planned out and where the key to winning is to be many steps ahead of your opponent. Once the king has been defeated, the game is won. However, since the cast is entirely composed of women, I electezzd to use the Queen has as the focal point of the imagery. The dramatic scene being referenced by this image is that of Brutus stabbing Julius Caesar in the senate after which the rest of the senate joins in on the murder. Brutus is represented here by the bishop while Caesar is represented by the Queen and the remaining pieces represent the senate itself. For dramatic effect the Queen piece was knocked over wallowing in a pool of blood. The dark background was chosen to emphasize the dark, tumultuousness nature of the scene.

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EXPERIMENTAL THEATER

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EXPERIMENTAL THEATER

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MACK WELDON

MACK WELDON CATEGORY Packaging

COURSE Design Packaging

TYPEFACE Montserrat

OVERVIEW “Our mission is simple: to make sure all your basics (and beyond) are smartly designed and shopping for them is easy and convenient.” This statement from Mack Weldon explains their core of elegant design for a target audience of men from the ages of 30–45. To help the company grow, they needed to refine their e-commerce packaging system while keeping their core brand the same. SOLUTION The new partial glue application box design incorporates a sleek layout similar to what is used in their established brand. The font Montserrat was chosen to create cohesiveness between website and packaging. The boxes have a minimal but impactful aesthetic; easy to pack, deliver and unbox. While the outer structure of the box is glued to create a strength and uniform structure, the removable drawers use no glue. The folded drawers each hold 3 pairs of underwear or 5 pairs of socks, allowing a completely customizable ordering system for only socks, only underwear, or a combination of both. A new standardized system of folding product along with belly bands, looks tidy and eliminates the use of plastic bags.

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MACK WELDON

LOGO

COLOR PALETTE

TYPOGRAPHY

MONTSERRAT ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

PATTERNS

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CREATIVE BRIEF

PROJECT GOALS

Redesign Mack Weldon’s packaging to create omething that is on brand while also aving multiple uses. The current packaging is a smooth grey bag with the company logo, its practical but it feel lacking compared to the clothing items.

KEY OBJECTIVES

Creating new packaging will enhance the customers buying and unboxing experience, encouraging the consumer to continue using the brand and join Weldon Blue, their loyalty program. The packaging should feel like a gift to yourself.

TARGET AUDIENCE

The primary target audience is 25-45 year old men who are willing to pay for smartly designed clohing basics. Currently they are targeting businessmen but the brand is slowly expanding to include more clothing items.

COMPANY CULTURE

The company was started by two friends, one a fashion designer and the other in consumer technology. This has allowed the products to be designed with purpose, utility, and innovation.

DESIRED RESPONSE

The brand prides itself on the shopping experience being easy and convenient, the new packaing should be an extention of this experience. The consumer should be impressed with their purchase from the moment that the package arrives. With this in mind the package could also work as a gift box.

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MACK WELDON

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MACK WELDON

FOR DAILY WEAR

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MACK WELDON

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GOLDEN STATE DRIVING SCHOOL

GOLDEN STATE DRIVING SCHOOL CATEGORY Branding

COURSE Design 4

TYPEFACE Decima Nova Pro

OVERVIEW Golden State Driving School is a small, family-owned company with a local clientele of high-school kids. With its high turnover of clients, the company needs to constantly evolve to connect to their younger, tech-savvy target audience. SOLUTION A key objective behind the Golden State rebrand was the creation of a clean, easy-to-use website that was optimized for mobile. Decima Nova Pro was used as a main header typeface for its fresh look and connection to letterman jackets. New vehicle graphics and driver attire were created in a bright, cohesive style. Internal documents and stationery were also updated to create alignment throughout the brand. The streamlined system and unified aesthetic will help Golden State create a better experience for its young clients.

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GOLDEN STATE DRIVING SCHOOL

LOGO

GOLDEN STATE DRIVING SCHOOL

COLOR PALETTE

TYPOGRAPHY

DECIMA NOVA ABCDEFGHIJKLM NOPQRSTUVWXYZ

ROCKWELL ABCDEFGHIJKLM NOPQRSTUVWXYZ

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KEY ADJECTIVES

Safety

Credible

Profrssional

Official

Honest

Respectable

Helpful

Stable

Affordable

Staunch

Dependable

Educational

Trustworthy

Coaching

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POSITIONING

Golden State is a different kind of driving school; it prides itself in being family owned and locally focused. The company treats their students as indivuals not just anumber insuring a smooth process to achieving a license.

GOLDEN STATE DRIVING SCHOOL

KEY COMPETITORS

DriversEd.com is a web based company that has grown to include behind-the-wheel training. They are currently servcing California, Georgia, and Texas. Golden State Driving School has a more family and locally owned feeling which makes the customer feel more important.

Expert Driving School is a fellow locally owned company established almost a decade before Golden State Driving School. However while Golden State Driving School has kept up with trends, Expert Driving School has stayed the same.

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MINGEI

MINGEI CATEGORY Branding

COURSE Design 4

TYPEFACE Gotham

COLLABORATORS Bryson Dumont Maroon Behnam Christine Prado

OVERVIEW The Mingei International Museum is currently undergoing renovations and would like to rebrand in the process. They state that during this transformation they have a goal to “increase accessibility to the Museum’s collection, exhibition and educational programs for all ages.” The rebrand must communicate their values and mission to a primary target audience of adults ages 45 and older. SOLUTION The design solution uses bold coloring and a consistent pattern meant to make the museum goer feel welcome and positive. A fingerprint mark is used alongside the quote “of the people, for the people,” as a symbol the museum’s ability to bring humans together. This fingerprint is included in the new logo and throughout the brand as a graphic motif. The Gotham typeface family, used for its versatile system of weights, has a friendly, but structured look that it provides contrast against the textural logo mark.

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MINGEI

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MINGEI

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MINGEI

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SHRED LIGHTS

SHRED LIGHTS CATEGORY Packaging Branding

COURSE Design Studio

TYPEFACE Geogrotesque

OVERVIEW Shred Lights is a growth-stage startup that creates headlights for skateboards. The idea behind their product is to allow users to keep skating after dark by providing road illumination and visibility to other vehicles. To continue growing, Shred Lights needed an improved packaging system and a strong connection to the skate community. SOLUTION Shred Lights is a growth-stage startup that creates headlights for skateboards. The idea behind their product is to allow users to keep skating after dark by providing road illumination and visibility to other vehicles. To continue growing, Shred Lights needed an improved packaging system and a strong connection to the skate community.

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SHRED LIGHTS

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VURILOCHE

VURILOCHE CATEGORY Branding Packaging COURSE Design Studio TYPEFACE Aviano Sans Aviano Serif

OVERVIEW Chocolate en Rama is a specialty chocolate that is only found in Bariloche, Argentina. This region has a long rich history with chocolate dating back to its Swiss roots. Vuriloche, a premium chocolatier, needed a brand and package design that draws inspiration from the region. SOLUTION The rich history of this wonderful dessert was integrated into the brand name, identity, and packaging. To represent the historical mountain range that borders the city, a triangular pattern was created and used throughout the brand. A custom box for variety pack of white, milk, and dark chocolates, cleverly divides the varieties using color. The Aviano typeface family was used for its clean, refined look and its connection to Swiss design.

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VURILOCHE

LOGO

COLOR PALETTE

TYPOGRAPHY AVIANO SANS ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

AVIANO SANS ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

KEY ADJECTIVES

Rich

Luxurious

Delicious

Tantalizing

Luscious

Exotic

Aromatic

Decadent

Gourmet

Smooth

Opulent

Quality

Lavish

Grand

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LOGO CONCEPTS

v

v PATTERN CONCEPTS

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v v v v

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VURILOCHE

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VURILOCHE

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NATURAL DOG TREATS

4 DEVILS SKYDIVING

ARGENTINIAN CHOCOLATE

INVESTING GROUP

CHILDRENS MONTHLY SUBSCRIBTION BOX

MASTIFF CLOTHING


LOGO SPREAD

LD

EN ST

IN

G SC H

I

OL O

DR

V

A TE

GO

Romance Writers of America

WRITERS GUILD

ART MUSEUM

ROMANCE BASED MAGAZINE

YERBA MATE COMPANY

ORBOTIX ROBOTIC TOYS

DRIVING SCHOOL

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COLOPHON TYPEFACES Baskerville Milano PAPER Red River 60lb Polar Matte Paper BINDER International Coil, San Diego, CA PHOTOGRAPHY Stephanie Katz Bradford Prairie

No portion of this book may be used or reproduced without written permission from the author.

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THANK YOU First and foremost thank you to my husband, who was my soundboard and my rock. To my mother, thank you for making sure I stayed true to my vision. Sean and Bradford thanks for pushing me on my designs, and being all around amazing humans. Finally, thank you to all my friends and family for understanding my absence during this time. Piece by piece, you all helped me put my puzzle together and I couldn’t of done it without you.

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Stephanie Katz Portfolio

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