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S E L E C T E D WO R K : 2 0 1 5 – 2 0 1 8

Profiles

Design is about the universal themes that create human connection; to find the thread that binds us all through empathy and understanding. It is important to curate these personas that allow us to connect with others. A designer must learn what their audience thinks and feels, and find the best way to convey that message.


copyright Š 2018 All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, and other electronic or mechanical methods, without the prior written permission of the publisher, except for case of brief quotations embodied in critical reviews and certain other noncommercial uses only permitted by the copyright law. Some images and text have been used exclusively for inspiration and educational purpose only.


For my mom, Leticia.


Contents p r o f i l e n o . (  0 1 ) —

U N D E F I N E D PA I N T PA C K A G I N G

The Retro Modernist p r o f i l e n o . (  0 2 ) —

CELESTIAL BEINGS

The Inquisitive p r o f i l e n o . (  0 3 ) —

The Foodie

P ⁄ 46

DA I LY M U S E A P P

The Artist p r o f i l e n o . (  0 5 ) —

P ⁄ 28

M U R R I E TA’ S W E L L V I N E YA R D

The Connoisseur p r o f i l e n o . (  0 4 ) —

P ⁄ 06

P ⁄ 62

N O R T H PA R K C H I L I F E S T P ⁄ 80


p r o f i l e n o . (  0 6 ) —

G R A N D S T E R L I N G R E TA I L E R

The Boomer p r o f i l e n o . (  0 7 ) —

P ⁄ 96

L . L B E A N A DV E N T U R E G U I D E

The Explorer p r o f i l e n o . (  0 8 ) —

P ⁄ 142

N E W L E A F PA P E R

The Environmentalist p r o f i l e n o . (  0 9  ) —

P ⁄ 156

F I V E K E YS C H A R T E R S C H O O L

The Student

P ⁄ 170

e x t r a s n o . (  1 0  ) —

The Brands and Drawings

P ⁄ 198


06


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U N D E F I N E D PA I N T PA C K A G I N G

keywords

Patrick F. age

o c c u pat i o n

38

Interior Designer

· Passionate · Inventive · Exuberant · Friendly · Ambitious · Adaptable.

d e f i n i n g q u o tat i o n “The details are details. They make the product. The connections... It will in the end be these details that give the product its life.” – Charles Eames goals Likes to take a look ahead while occasionally taking a gander back. Likes to make a splash. personality Extrovert Logic Intuitive

Introvert Emotion Observant

project ⁄

A nostalgic, perceptive and true mid-century aficionado. Enjoys splurging on statement home decor pieces that get a conversation started. Isn't afraid of a pop of color.

U N D E F I N E D PA I N T PA C K A G I N G

The Retro Modernist

name

p r o f i l e s ⁄ y vo n n e a n aya

SELECTED WORK: 2015–2018

p r o f i l e n o . (  0 1  ) —

OBJECTIVE ⁄

To create a brand of sustainable paint that captures the aesthetic of 40's designer Alvin Lustig. It must allure to interior and textile designers and home owners who are fascinated with art history. The design needs to be clear in order to compete in the market of designer home paints of quality and sustainable packaging. Powder paint is an innovative eco-friendly product that mixes with water so you get the best result for your home. SOLUTION ⁄

Undefined paint derived from Alvin Lustig's self-vision since he mastered graphic design, architecture, industrial design and more. In order to interpret his lifestyle, the packaging includes black and white photography that depicts Lustig's life and work. The icons and language used inform the audience what powder paint is. Clear type is used to provide users instructions on the product. A mix of bright accent colors and subdued hues where chosen to ref lect the style of Mid Century homes. PROJECT ⁄

c o u r s e : Pa c k a g i n g 02 i n s t r u c t o r : Thomas d u r at i o n : 0 8 We e k s

Mc Nu lt y

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ U N D E F I N E D PA I N T PA C K A G I N G

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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Mix until grains have dissolved leaving a smooth paint texture.

Allow paint to dry 2 hrs. before applying a new coat.

STEP 03

STEP 04

Mix until grains have dissolved leaving a smooth paint texture.

Pour 1 cup of powder paint into a waterproof container.

Add 2 cups of water per cup of powder paint grains.

Pour 1 cup of powder paint into a waterproof container.

STEP 02

Add 2 cups of water per cup of powder paint grains. STEP 02

How to Use: H O U SE PA IN T

UNDEFINED BY

ALVIN LUSTIG

EXTERIOR HOUS E PAINT

Latex Powdered Mix

Z E RO VO C

FU L L COVERAG E

ZERO VOC

F ULL COVERAGE

FAS T D RY I N G

B I ODEG RADAB L E

FAS T DRYI NG

BIODEGRA DABLE

NET. WEIGHT 7 OZ //ONE QUART

NET. WEIGHT 7 OZ //ONE QUART

• ECO FRIENDLY • • DESIGNER QUALITY • • READY TO MIX •

• ECO FRIENDLY • • DESIGNER QUALITY • • READY TO MIX •

HARVEST GOLD

matte finish

Nº 3035

$20.00 USD

SPEARMINT

matte finish

Nº 3035

$20.00 USD

NET. WEIGHT 07 OZ. // ONE QUART

NET. WEIGHT 07 OZ. // ONE QUART

© 2 01 7 UN D E F I N E D BY A LV I N LU S T I G D I ST R I B UT E D BY LUST I G SIGN AT U R E CO.

© 2 01 7 U N D E F I N E D BY A L V I N LU S T I G D I S T R I B U T E D BY LU S T I G S I G N AT U R E CO.

UN D E F I N E D.CO M

U N D E F I N E D.CO M

made in the U.S.A.

18

How to Use:

STEP 04

STEP 01

EXTERIOR

Latex Powdered Mix

STEP 01

Allow paint to dry 2 hrs. before applying a new coat.

ALVIN LUSTIG

BY

STEP 03

UNDEFINED

made in the U.S.A.


p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ U N D E F I N E D PA I N T PA C K A G I N G

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Alvin Lustig S IGN AT U R E ADD A RETRO STYLE TO YOUR HOME with Alvin Lustig’s inspiring Mid-Century Modern paint products. Choose from colors that range from the kitschy brights of the 1950s to the sophisticated and earthy tones of the early 1960s. Alvin Lustig was a pioneer in many fields yet he felt the words graphic designer, architect, or industrial designer limited him creatively. He preferred to remain undefined, as do we.

How to Use: STEP 01

Pour 1 cup of powder paint into a waterproof container.

STEP 02

Add 2 cups of water per cup of powder paint grains.

STEP 03

Mix until grains have dissolved leaving a smooth paint texture.

STEP 04

Allow paint to dry 2 hours before applying a new coat.

CONTENTS : Pre-Measured colored powder pigment. Made from milk proteins, lime, and non-toxic pigments. SAFETY : Keep away from children and pets. Harmful if swallowed. Avoid contact with skin and eyes. Wear eye protection and protective clothes.

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Po u

r

H

p r o f i l e s ⁄ y vo n n e a n aya

SELECTED WORK: 2015–2018

•O PE N Sp

ou

ER E

t

0 1 02 03 04 05 06 07 08 0 9 1 0

project ⁄

U N D E F I N E D PA I N T PA C K A G I N G

UNDEFINED BY

ALVIN LUSTIG

EXTERIOR HO U S E PA IN T

Latex Powdered Mix

• ECO FRIENDLY • • DESIGNER QUALITY • • READY TO MIX •

ZERO VOC

FULL COVERAGE

FAST DRYING

BLACK FOREST

matte finish

Nº 6342

BIODEGRADABLE

NET. WEIGHT 120 OZ. // FIVE GALLONS

$85 USD

NET. WEIGHT 120 OZ. // FIVE GALLONS © 2 01 7 U N D E F I N E D BY ALVI N LU S TI G D I S T R I B U TE D BY LU S TI G S I GN ATU R E CO.

made in the U.S.A. U N D EF I N ED.CO M

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2288


name

keywords

Ashley M. age

o c c u pat i o n

27

Fiction Writer

· · · · · ·

Engaging Idealistic Abstract Passionate Sensitive Ambitious

d e f i n i n g q u o tat i o n “If people looked at the stars each night, they’d live a lot differently. When you look into infinity, you realize that there are more important things.” –Bill Watterson goals To find meaning in life and let their curiosity guide them in every journey. personality Extrovert Logic Intuitive

project ⁄

A curious, eager for knowledge, unduly present thinker. Passionate about self-reflection and introspection. Not afraid to ask the important questions in life.

CELESTIAL BEINGS BOOK

The Inquisitive

0 1 02 03 04 05 06 07 08 0 9 1 0

CELESTIAL BEINGS BOOK

p r o f i l e s ⁄ y vo n n e a n aya

SELECTED WORK: 2015–2018

p r o f i l e n o . (  0 2  ) —

OBJECTIVE ⁄

The objective for this project was to design a 56 page book with focus on typography and a natural science. The book must use facts, infographs and fresh reinterpretation of a science book while being an abstract and artistic interpretation of science. This book explores the human connection with the universe. It takes a poetic and romanticized look at the life cycle of stars and compares it to the human life cycle. SOLUTION ⁄

Celestial Beings is a book of poems, photography and diagrams that explore the connection between stars and humans. The layout was inspired by traditional fairy tale design with detailed patterns, ornaments, justified serif type that adds whimsical feel to the information. The book is divided in four chapters that divide the human and star life cycles. Each chapter is color coded by the jewel tone palette. PROJECT ⁄

Introvert Emotion Observant

c o u r s e : Ty p o g ra p h y 0 3 i n s t r u c t o r : A ri e l Gre y d u r at i o n : 1 6 We e k s

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ CELESTIAL BEINGS BOOK

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ CELESTIAL BEINGS BOOK

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ CELESTIAL BEINGS BOOK

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ CELESTIAL BEINGS BOOK

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ CELESTIAL BEINGS BOOK

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ CELESTIAL BEINGS BOOK

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ CELESTIAL BEINGS BOOK

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ CELESTIAL BEINGS BOOK

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M U R R I E TA’ S W E L L V I N E YA R D

keywords

Edward F. age

o c c u pat i o n

37

Restaurant Owner

·Insightful ·   Tastemaker ·Confident ·Refined ·Admired ·Charismatic

d e f i n i n g q u o tat i o n “The purpose of life is to live it, to taste experience to the utmost, to reach out eagerly and without fear for newer and richer experience.” –Eleanor Roosevelt goals To live a cultured and refined life. To appreciate the finer things around them. personality Extrovert Logic Intuitive

Introvert Emotion Observant

project ⁄

An expert judge in matters of taste with knowledge gained by life. Open to trying something new, avidly seeks the finer things in their quest for enlightenment.

M U R R I E TA’ S W E L L V I N E YA R D

The Connoisseur

name

p r o f i l e s ⁄ y vo n n e a n aya

SELECTED WORK: 2015–2018

p r o f i l e n o . (  0 3 ) —

OBJECTIVE ⁄

To re-invision a new wine label for the Livermore Valley's vineyard Murrieta’s Well. Murrieta’s Well is one of California’s original wine estates and has been growing grapes since 1884. It got its name due to the historical well that is on the property named after Joaquin Murrieta. Murrieta was a famous outlaw and an 1850's California's folklore figure. He was the inspiration for pop icon "El Zorro". SOLUTION ⁄

The Outlaw Collection labels were created to honor the winery's past and include an 1856's illustration of Murrieta to ref lect the history. An unexpected approach from the traditional wine look with modified typography and slab serifs to create western look. The use of foils, ornaments and texture add detail while inferring to the Gold Rush Era. The color palette is traditional to the wine varieties. The price ranges from $70 for the green and red label and the Outlaw Exclusive is a high end is a $120 black label that is packaged with its own container. PROJECT ⁄

c o u r s e : Pa c k a g i n g 0 3 i n s t r u c t o r : Thomas d u r at i o n : 1 0 We e k s

Mc Nu lt y

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ M U R R I E TA’ S W E L L V I N E YA R D

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project ⁄ M U R R I E TA’ S W E L L V I N E YA R D

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ M U R R I E TA’ S W E L L V I N E YA R D

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ M U R R I E TA’ S W E L L V I N E YA R D

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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0 1 02 03 04 05 06 07 08 0 9 1 0

DA I LY M U S E A P P

keywords

Fatima V. age

o c c u pat i o n

16

Student

· Creative · Impulsive · Expressive · Inf luential · Positive · Amiable

OBJECTIVE ⁄

To understand the steps and specs of designing a user interface and to create an extensive app to encourage people to be creative. To use research and feedback as an essential part of this project. A questionnaire was developed and 15 artists involved were interviewed. This research helped guide decisions and features of the design. SOLUTION ⁄

d e f i n i n g q u o tat i o n “If you hear a voice within you say, ‘You cannot paint,’ then by all means paint, and that voice will be silenced.” –Vincent van Gogh goals To look beyond what's in front of them and let their imagination guide their life. personality Extrovert Logic Intuitive

project ⁄

An open, creative and lively spirit with enthusiasm and empathy. Sees the world differently and isn’t afraid to show it. Appreciates beauty in everyday life.

D A I LY M U S E A P P

The Artist

name

p r o f i l e s ⁄ y vo n n e a n aya

SELECTED WORK: 2015–2018

p r o f i l e n o . (  0 4 ) —

Geared toward older teens and young adults the approach for this app is fun, bold and creative. The goal is for Daily Muse to become the source of inspiration for artists. Inspired by people who want to create but lack direction. The app takes a motivational game approach to increase art production by rewarding users with badges and points, which will increase their experience level. The app will have a public feed where artists can compare how others interpreted the prompt and encourage more people to lead an artistic life. PROJECT ⁄

Introvert Emotion Observant

c o u r s e : Gra p h i c De s i g n 0 3 i n s t r u c t o r : A n d re w Jo h n s o n d u r at i o n : 1 5 We e k s

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project ⁄ D A I LY M U S E A P P

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project ⁄ D A I LY M U S E A P P

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project ⁄ D A I LY M U S E A P P

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project ⁄ D A I LY M U S E A P P

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25

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project ⁄ D A I LY M U S E A P P

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project ⁄ D A I LY M U S E A P P

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N O R T H PA R K C H I L I F E S T

keywords

Thomas S. age

o c c u pat i o n

37

Food Blogger

· Social · Hip · Bold · Inf luential · Positive · Exuberant

OBJECTIVE ⁄

To create a visual system for the North Park Chili Fest based San Diego, Ca. The event is hosted by community members in partnership with San Diego Ceramics Connection to host the 7th annual Chili Cook-Off. The main focus of this festival is centered around handcrafted and artisanal qualities. SOLUTION ⁄

d e f i n i n g q u o tat i o n “Food is maybe the only universal thing that really has the power to bring everyone together. No matter what culture...” –Guy Fieri goals To acquire a different taste and embrace the bold while having a good time. Eat up. personality Extrovert Logic Intuitive

project ⁄

Adventurous. Fearless. Has an affinity for the bold and new. Strives toward leveraging their savviness to find unique flavors and cuisines to share.

N O R T H PA R K C H I L I F E S T

The Foodie

name

p r o f i l e s ⁄ y vo n n e a n aya

SELECTED WORK: 2015–2018

p r o f i l e n o . (  0 5 ) —

Introvert Emotion Observant

The design is meant to appeal to a hip crowd of the North Park neighborhood who are foodies, seek artisanal food and craft beers. It's a social event that highlights the unique partnership with the ceramic studio as your ticket to chili tasting is a handmade bowl. The color use of bright red, cream color meant to be appetizing, bold and eye catching. Printed materials have texture and grunge feel that ref lect a handmade and artisanal look. Icons are used as fun motifs that separate the information. The chunky slab serif used is full of personality and the driving force of the layout. PROJECT ⁄

c o u r s e : Vi s u a l Sy s t e m s 0 1 i n s t r u c t o r : Ju li a L e m k e d u r at i o n : 0 8 We e k s

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ N O R T H PA R K C H I L I F E S T

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ N O R T H PA R K C H I L I F E S T

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project ⁄ N O R T H PA R K C H I L I F E S T

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project ⁄ N O R T H PA R K C H I L I F E S T

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project ⁄ N O R T H PA R K C H I L I F E S T

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project ⁄ N O R T H PA R K C H I L I F E S T

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CHILI TASTING P PASS PA Hand over your pass to redeem your artisanal rtisana chili!

CHILI TASTING P PASS PA Hand over your pass to redeem your artisanal rtisana chili!

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p r o f i l e s ⁄ y vo n n e a n aya SELECTED WORK: 2015–2018

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project ⁄ N O R T H PA R K C H I L I F E S T

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G R A N D S T E R L I N G R E TA I L E R

keywords

Karen B. age

o c c u pat i o n

68

Retired

·Patient ·Motivated ·Independent ·Resourceful ·Sensitive ·Inventive

d e f i n i n g q u o tat i o n

OBJECTIVE ⁄

As a team we set a goal to create a retail store environment that caters and appeals to the 60+ market. Research shows that businesses are focusing most of their efforts to attract millennials but the fastest growing demographic across developing countries is the 65+ group. Active, independent and with more time and disposable income than their younger counterparts. SOLUTION ⁄

“The great thing about getting older is that you get a chance to tell the people in your life who matter what they mean to you.” –Mike Love goals Embracing aging, keep moving forward. Looking to a better and brighter future. personality Extrovert Logic Intuitive

project ⁄

A patient and practical shopper. Enjoys a relaxed lifestyle. Conscious of their health choices as they age. Seeks to enrich life with activities and family.

G R A N D S T E R L I N G R E TA I L E R

The Boomer

name

p r o f i l e s ⁄ y vo n n e a n aya

SELECTED WORK: 2015–2018

p r o f i l e n o . (  0 6  ) —

Introvert Emotion Observant

As a team we collaborated to create the retail store Grand Sterling. We interviewed about eight individuals over 60 to learn their shopping habits, lifestyle and how to connect with them. As we designed we made sure to keep the ease of use, clear descriptions, and size of type in mind. We each focused on specific sub-brands that enrich the many aspects of the audience's lives. My role in this project was focused mainly on the U+ sub-brand health and nutrition and the collaboration of the high end athletic apparel for Pulse. PROJECT ⁄

c o u r s e : Pa c k a g i n g 0 4 i n s t r u c t o r : T h o m a s Mc Nu lt y d u r at i o n : 1 6 We e k s t e a m : Do m i n i qu e Gi o , Yi Ju n L i n ,

X i m e n g To n g , C e li n a Oh

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project ⁄ G R A N D S T E R L I N G R E TA I L E R

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The Brand Matrix

We envision a multibrand retail concept carrying various lines of consumer packaged goods. Each product brand is carefully considered and thoughtfully designed to cater to the needs of our 60+ target audience.

r e ta i l s t o r e

Grand Sterling’s vision is to enrich and complement the lives of the 60+ market with a refreshing and holistic retail experience. And in the process, transform the concept of aging, from one that is approached with doubt, into one that is active, rich, fulfilling and full of discovery.

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project ⁄

G R A N D S T E R L I N G R E TA I L E R

· Equipment · Recovery · Apparel

0 1 02 03 04 05 06 07 08 0 9 1 0

· Health · Relaxation & Pain Relief · Nutrition

p r o f i l e s ⁄ y vo n n e a n aya

SELECTED WORK: 2015–2018

sub-brands

· Hobby Kits · Kitchen · Crafting

· In-Flight Comfort · Travel Bags · Pet Travel

· Indoor Activities · Outdoor Activities · Wooden Games

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Sacramento, CA

Scottsdale, AZ

Fort Lauderdale, FL

the norm

l o c at i o n

01 in 03 Americans is now 50 years or older.

The best cities to open a retail store happen to be the top retirement cities in the US. Retirement cities represent an environment and larger market for a successful retail store. Places are adopting features such as walkable streets, better transportation options and community activities.

income 70% of disposable income will come from senior citizens in the next five years. p o p u l at i o n The population of senior citizens in America is projected to double by 2060. t h e b i rt h d ay s 36,924,413 baby boomers will turn 65 over the next decade. Elderly will make up about 20% of the U.S. population by 2029. census.gov

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s h o rt – t e r m g o a l s · Create Brand Trust · Design with Seniors in mind long–term goal · Provide On-Site Enrichment Classes · Community Living Partnership · Shuttle Services aarp.org


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Grand Sterling’s private label focuses on the overall wellbeing of the body. The design is clear and trustworthy which helps consumers feel confident.

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Nutrition Facts About 6 servings per container (66g)

Servings Per Container 3/4 cup cereal(55g) Amount Per Serving

Calories from Fat 30 % Daily Value*

5%

5%

Saturated Fat 1g

0%

11%

24%

Dietary Fiber 6g

Protein 27g

Vitamin C 2%

1 Serving

1 cup

1 cup

SALT (OPTIONAL)

Dash of salt

Dash of salt

OATS

1/2 cup oats

1/2 cup oats

WATER OR MILK

Calcium 8%

Potassium 30% *Percent Daily Values are based on a 2,000 calorie diet.

STOV ETOP DIRECTION S 1. 2. 3.

Nutrition Facts About 6 servings per container (66g)

Servings Per Container 3/4 cup cereal(55g) Amount Per Serving

Calories from Fat 30 % Daily Value*

5%

5%

Saturated Fat 1g

0%

Total Carbohydrate 33mg

11%

24%

Dietary Fiber 6g

Protein 27g

Vitamin C 2%

Calcium 8%

Iron 30% Potassium 30% *Percent Daily Values are based on a 2,000 calorie diet.

MICROWAVE

STOVE TOP

1 Serving

1 Serving

1 cup

1 cup

SALT (OPTIONAL)

Dash of salt

Dash of salt

OATS

1/2 cup oats

1/2 cup oats

WATER OR MILK

T

A L L N AT U R A L

OLD FASHIONED OATM EA L

Heart Healthy

STOV ETOP DIRECTION S Boil water or milk and salt. Stir in oats. Cook for about about 1 minute over medium heat; stir occasionally.

M

INUTE

5

KI

NG

100% Whole Grain

150 Calories 4g of Fiber 0mg Sodium

stir before serving. 1. 2. 3.

No Added Sugars

NET WEIGHT 11.5 OZ (325G)

MICROWAV E DIRECTION S 1. Combine water or milk, salt and oats in a medium microwave-safe bowl. 2. Microwave on HIGH 1-1/2 to 2 minutes;

O

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NG

SERVINGS

CO

Contains 700mg of ALA per serving wich is 44% of the 1.6 Daily Value for ALA.

KI

100% Whole Grain

150 Calories 4g of Fiber 0mg Sodium

INUTE

3

COOKING INSTRUCTIONS

I NGREDI ENT S 100% rolled Oats. Organic. Contains soy. Produced in a facility that uses peanuts, tree nuts and wheat.

M

O

Contains 700mg of ALA per serving wich is 44% of the 1.6 Daily Value for ALA.

Boil water or milk and salt. Stir in oats. Cook for about about 1 minute over medium heat; stir occasionally.

CO

100% rolled Oats. Organic. Contains soy. Produced in a facility that uses peanuts, tree nuts and wheat.

Sodium 0mg

OATM EA L

Heart Healthy

stir before serving.

I NGREDI ENT S

Total Fat 3.5g

QUICK OATS

MICROWAV E DIRECTION S 1. Combine water or milk, salt and oats in a medium microwave-safe bowl. 2. Microwave on HIGH 1-1/2 to 2 minutes;

Iron 30%

Calories 260

A L L N AT U R A L

E

Total Carbohydrate 33mg

STOVE TOP

1 Serving

IM

Sodium 0mg

MICROWAVE

SERVINGS

E

Total Fat 3.5g

COOKING INSTRUCTIONS

IM

Calories 260

T

NET WEIGHT 11.5 OZ (325G)

No Added Sugars


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TOP VIEW ⁄

SIDE VIEW ⁄

3 /4 V I E W ⁄

1.0 inch

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Grand Sterling’s private label is for active seniors who embrace exercise. The design is meant to be inclusive by showing the target audience front and center.

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114 422


name

keywords

Brian A. age

o c c u pat i o n

23

College Student

· Daring · Patient · Skilled · Friendly · Traveler · Rational

d e f i n i n g q u o tat i o n “I believe that there is a subtle magnetism in nature, which, if we unconsciously yield to it, will direct us aright. ” –Henry David Thoreau goals Experience a better, more authentic, calm and fulfilling life surrounded by nature. personality Extrovert Logic Intuitive

project ⁄

Curious and down-to-earth traveler. A true nature lover. Seeker of many adventures and the unknown. Enjoys outdoor activities, will always choose the road less travelled.

L . L . B E A N A DV E N T U R E G U I D E

The Explorer

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L . L . B E A N A DV E N T U R E G U I D E

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p r o f i l e n o . (  0 7  ) —

CONCEPT ⁄

The objective for this project was to capture the essence of the L.L Bean Outdoor Company with an exciting promotional piece. L.L Bean was founded in 1912 and is a globally recognized outdoor brand. Their mission is to encourage people to spend quality time outdoors. In order to commemorate their mission, this promotional outdoor guide that will serve as a fun and instructional booklet for people to start their next adventure. SOLUTION ⁄

One key factor in this project was to highlight the company's handcrafted quality since their legendary duck shoes are still handcrafted in Maine, one pair at a time. The booklet is printed in recycled craft and construction paper to evoke a natural feel. The book is also hand bound. The photographs in the book take you on a camping journey from start to finish with a task checklist and useful how to's. PROJECT ⁄

Introvert Emotion Observant

c o u r s e : Vi s u a l Sy s t e m s 0 2 i n s t r u c t o r : Es z t e r C la rk d u r at i o n : 1 4 We e k s

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name

keywords

Jessica L. age

o c c u pat i o n

22

Etsy Entrepreneur

· Persuasive · Rational · Resourceful · Intuitive · Ambitious · Passionate

d e f i n i n g q u o tat i o n “What we are doing to the forests of the world is but a mirror ref lection of what we are doing to ourselves and to one another. ” –Chris Maser goals Create and inspire people while also honoring Mother Earth by reducing carbon footprint. personality Extrovert Logic Intuitive

Introvert Emotion Observant

project ⁄

An idealistic, creatively intuitive and environmentally conscious designer. Believes the earth fosters creativity and always strives to make a positive impact in the world.

N E W L E A F PA P E R R E B R A N D

The Environmentalist

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N E W L E A F PA P E R R E B R A N D

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CONCEPT ⁄

To create a new brand identity for the New Leaf Paper company that will make the future brand more aesthetically pleasing and authentic. This re-design will highlight the sustainability and recycling core values of the company. Create a design system that will be fresh and attract a more hip and young audience of eco-friendly conscious graphic designers, printers, art students and art entrepreneurs that sell art prints. SOLUTION ⁄

This rebrand is meant to appeal to 20-35 years old designers, Etsy artists, and creatives who use paper for their craft. The script identity is casual and approachable in comparison to their existing more corporate design. To create excitement and connect with the new audience a campaign is started where artists are encouraged to submit artwork on what sustainability means to them. This will not only feature artists but will be used to show the printing qualities of the New Leaf Paper Brand. PROJECT ⁄

c o u r s e : Gra p h i c De s i g n 0 2 i n s t r u c t o r : T h o m a s Mc Nu lt y d u r at i o n : 0 7 We e k s

1 57


BEFORE ⁄

PROPOSED IDENTITY ⁄

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11770 0


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F I V E K E YS C H A R T E R S C H O O L

keywords

Mitch J. age

o c c u pat i o n

19

GED Student

· Persistent · Diligent · Resourceful · Humble · Ambitious · Generous

d e f i n i n g q u o tat i o n

OBJECTIVE ⁄

To get real-world experience by designing a new Brand identity for Five Keys Schools and Programs that ref lect the schools honest, passionate and empowering voice. The new brand must remove any negative stigma by embracing Five Keys roots, yet moving forward with new opportunities from the growing programs and schools outside of jail. SOLUTION ⁄

“Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family.” –Kofi Annan goals To learn new ideas, think new thoughts, to brave a whole new world.

As a class we competed to have our proposed identities chosen. My identity was one of the final two chosen to proceed to a full brand expansion and client proposal. We then got into teams and worked with the school founders and design liaison to create a direction. I gained valuable experience art directing and helping my team create a cohesive design vision. For the final decision, the other team's logo was chosen, but they decided to use elements our team designed in their final product. PROJECT ⁄

personality Extrovert Logic Intuitive

project ⁄

An eager learner who questions everything. They take any challenge and learn from it. Knows that education can change their life. Hopeful, bright and optimistic.

F I V E K E YS C H A R T E R S C H O O L

The Student

name

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SELECTED WORK: 2015–2018

p r o f i l e n o . (  0 9  ) —

Introvert Emotion Observant

c o u r s e : Bra n d i n g 0 2 i n s t r u c t o r : Thomas McNulty d u r at i o n : 16 Weeks r o l e : Lead Designer & Co-Team Leader t e a m : Pauline Capote, Katarina Gentry, Dan He, YiJun Li,

Apirat

Norapong, Jiaxin Xie, Louise Yang

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BEFORE ⁄

PROPOSED IDENTITY ⁄

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5

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Icons

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THE OFFICIAL SEAL â „

For official letters and certificates such as graduation diplomas, use the official business seal. A more formal iteration of our logo, it incorporates decorative elements for tradition, seriousness and sophistication.

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THE BRANDS

The Brands Have an ability to capture a company’s mission and catch an audience’s attention within seconds. It is a set of stories, memories, and relationships, which influence a consumer’s decision. A logomark identifies a company, product, or service through the use of a symbol, signature, typography, and shape.

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SF

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ZOO


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ZOO SF

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Always seeking to lead an artful life. There is a magical sense of liberty when experimenting with different mediums. In order to discover, one must keep exploring.

T H E D R AW I N G S

The Drawings

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Thank You

All of your support has lead me to this moment.


Para mi pápa que no esta aqui para verme crecer. THE MOM ⁄

THE MENTORS ⁄

Gracias ama por enseñarme a ser una mujer fuerte y trabajadora. Espero que estes orgulloza de mi. Yo se que mi papa hubiera estado contento con todo lo que hemos logrado. Un dia espero que pueda regresarte toda la ayuda que me haz dado. Te quiero mucho.

Thank you Mary and Tom for pushing my design limits. You are the best mentors I could have asked for. Mary thank you for allowing me to receive this amazing education. It was a very generous life-long gift.

T H E FA M I LY ⁄

Thank you Ariel Grey, Andrew Johnson, Brian Toth, Eszter Clark, Julia Lemke, Thomas McNulty, Wioleta Kaminska, Mary Scott and Bob Slote for sharing your knowledge. I have learned from the best.

I want to thank my family for teaching me the value of preseverance, my brother Brian, and my sister Fatima for helping make me who I am today. And mi tia and close family for making me want to be a better person.

THE INSTRUCTORS ⁄

T H E C I T Y C O L L E G E FA M I LY ⁄

Russ thank you for your patience and understanding. I appreciate all the unconditional love. And your amazing parents Karen and Rod for being supportive and always rooting for us. You are the best and are very loved.

To Sean and Candice, for believing in me, and in my work, and helping me create new opportunities. Thank you for all of the support. Everyone at City college will always have a special place as it gave me the tools and strong foundation as a designer.

THE SUPPORTERS ⁄

T H E F R I E N D S & C L A S S M AT E S ⁄

To the amazing friends who believe in me and helped me make this book happen. The French family, Marco, Liliana, Nestor, Ashley, Susy, Megan, Cynthia and more.

To YJ, Pauline, Dom, Fannie, Celina and classmates. I'm so happy we met and were able to learn from each other and push each other to be better people and designers. I have gained lifelong friends.

THE FENSTERMAKERS ⁄

T H E H AY WA R D H O U S E ⁄

Thank you for being amazing roommates. It really helped me transition from living away from family! I am glad we got to experience this together. T H E R E A L WO R L D E X P E R I E N C E ⁄

The Fresh Made Guys for helping me with my projects and teaching me valuable technical skills.

T H E F I V E K E YS S C H O O L ⁄

Being part of this project has definitely impacted my life for the better. It has shown me “Change is possible. ” Don't feel left out if your name is not here. There are so many more people I am thankful for. I could probably keep going but then this book would need a lot more pages.


The Gratitude Colophon


C O N TA C T ⁄

TYPOGRAPHY ⁄

Yvonne Anaya yvonne.m.anaya@gmail.com (619) 715 4895 yvonneanaya.com

Adobe Garamond Pro Gotham Bold

SCHOOL⁄

Academy of Art University School of Graphic Design & Digital Media 79 New Montgomery St San Francisco, CA 94105 INSTRUCTOR

Mary Scott Spring 2018 Senior Portfolio BOOK TITLE ⁄

Profiles PRINT & BINDING ⁄

S O F T WA R E ⁄

Adobe Creative Suite: Illustrator Photoshop Lightroom PHOTOGRAPHY ⁄

Yvonne Anaya P H O T O G R A P H Y A S S I S TA N T S ⁄

Fannie Ko Joe Szymanski- Setup STOCK PHOTOGRAPHY ⁄

Unsplash.com Pexels.com

Blurb.com TEXT STOCK ⁄

100# Mohawk Superfine Uncoated

© 2018. All rights reserved.

COV E R STO C K ⁄

This is a student project and has not been published. Some text

Image Wrap Matte Finish

and images have been used with the sole purpose of inspiration


Profiles — Selected Work: 2015–2018  

Yvonne Anaya Academy of Art University Senior Portfolio

Profiles — Selected Work: 2015–2018  

Yvonne Anaya Academy of Art University Senior Portfolio

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