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THIS BOOK IS DIVIDED INTO 11 SEC T I O N S . E AC H H A S BE E N GIVEN A TIME OF DAY TO REPRESE N T T H E C O N S TA N T D AY AND NIGHT OBSESSION I HAVE WITH D E S I GN . W H E N GI V E N A DESIGN PROBLEM TO SOLVE THE TA S K IS O N M Y M I N D F R O M MORNING TO NIGHT. I FIND MYSELF D R E A M I N G O F K E R N I N G , COLOR SCHEMES, AND SUBSTRATE S . M Y M I N D

WONDERS

TO L AYOUTS AND TYPOGRAPHY WH E T H E R I ’ M O N T H E B U S , BRUSH IN G MY TEETH , OR C OOK IN G DIN N ER. FO R M E, DESIGN IS A 24 H OUR C ON STAN T. I BECAME PASSIONATE ABOUT GR A P H I C D E S I GN W H E N I REALIZ ED I C OULD C OMBIN E MULT IPLE M EDIU M S A N D A S PEC TS OF ART AN D D ESIGN . IN ESS EN CE IT IS T HE PA IRING OF COLORS, CONTEXT, SHAPE , FO R M , A N D C O N C E PT. WITH A BACKGROUND IN FINE ART A N D I L L U S T R AT I O N I WA S IMMEDIATELY DRAWN TO THE END L E S S P O S S I B I L I T I E S O F GRAPHIC DESIGN. AS LONG AS I CAN R E M E M BE R I H AV E H A D AN OBSESSION WITH C REATION . I’ VE ALWAYS FO U N D M YSELF FASC IN ATED WITH UN IQUE FO RM S , S HA PES A N D CO LORS TH AT H ELP D EC ORATE TH E WO RLD A RO U N D U S . FO RTUN ATELY TH IS OBSESSION LED M E TO GRA PHIC DES IGN , EVEN IF IT CONSUMES ME NIGHT AN D D AY.

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FORZ A / BASK ERVILLE

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USE TYPOGRAPHY AND IMAGERY TO EXPLOR E A FO R WA R D THINKING PROBLEM OR PHENOMENON IN BOO K FO R M .

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CAN WE COMMUNICATE WITH THE DEAD? ACTUAL LY, MA N Y S AY YES. ITC , ALSO K N OWN AS IN STRUMEN TAL TRA N S CO M M U N ICATION, IS THE USE OF ELECTRONIC DEVICES I N A N AT T E M PT TO COMMUNICATE WITH SPIRITS AND GHOSTS . P R E T T Y M U C H AN Y D EVIC E TH AT C AN REC EIVE VID EO AN D / OR AU DIO CA N BE USED TO REC EIVE AN D REC ORD SPIRIT MESSAGES F RO M BEYON D TH E GRAVE. IN TH IS PROJEC T, I TOOK IN SPIRATION FROM MA N Y O F T HE VISUAL SPIRITS COLLECTED FROM ACTUAL ITC R E A D I N GS . I WA S ALSO INTERESTED IN THE MACHINES OF THE D E V I C E S T H AT COLLECTED THIS DATA. I PAIRED ERIE, DIGITAL I Z E D P H OTO S CAPTURED BY ITC TECHNOLOGY WITH BRIGHT, E Y E - C AT C H I N G COLORS AND COOL GREYS. I USED A MIX OF DIGI TAL LY I N S P I R E D TYPOGRAPHY AND CL ASSIC ITALICS IN ORDER TO C O N V E Y A N OLD WORLD MEETS N EW WORLD FEELIN G.

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CHOSE A MIDDLE OF THE ROAD GROC E RY S TO R E B R A N D A N D D EVELOP N EW PAC K AGIN G WITH AN U N IQ U E A N D U PDAT ED LOOK AN D FEEL.

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SOMETIMES SIMPLIFYING DESIGN AND D R AW I N G I N S P I R AT I O N FROM PREVIOUS SUC C ESS C AN ILLUM IN AT E T HE M O S T M U N DANE AND OPEN

OUR EYES TO NEW WAYS O F L O O K I N G AT

TH IN GS. WH EN ASK ED TO RED ESIGN PACK AGIN G FO R A S EM IWELL KNOWN DAIRY BRAND LIKE NA N C Y ’ S YO GU RT, R E T R O SIMPLIC ITY WAS TH E K EY. IT WAS IM PO RTA N T T HAT T HE DESIGN STAND OUT AGAINST THE SEA O F C O M P E T I TO R S FO U N D IN EVERY DAIRY SECTION. I WANTED TO E L E VAT E T H E B R A N D , BUT NOT COMPLETELY LOSE ALL EQU I T Y O F T H E P R E V I O U S LY EXISTING PRODUCT. I DECIDED TO K E E P T H E H A N D D R AW N , SCRIPT LOOK OF THE LOGO, BUT RE D R E W I T I N O R D E R TO AC H IEVE FOR A MORE ATTRAC TIVE AND F LU ID LO O K . I CO LO R CODED EACH OF ALL FOUR VARIETIES O F YO GU RT I N O R D E R TO C REATE QUIC K AN D EASY C OMMU N ICAT IO N TO T HE CO N SUMER. TH E PATTERN USED IS MAD E O F S PO O N S W HICH PRO VIDES A CLEVER AND SLIGHTLY COM I C AL S I D E TO T H IS N E W RE BRAND.

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TAKE THE GROCERY STORE BRAND CHOSEN IN T H E P R E V I O U S PROJEC T AN D D EVELOP A H IGH EN D , FIN E FOO DS VERS IO N O F TH E PAC K AGIN G.

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FOR NANCY’S HIGH END LINE OF DIARY DELIC AC Y I K E PT T H E SAME WORD IN MIND: SIMPLICITY. I PULLED A S P E C T S O F T H E PREVIOUS PACKAGING INTO THIS RE-REDESIGN . FO R E X A M P L E , THE BOLD COLOR CODING AND SCRIPT TYPE. H O W E V E R , FO R THIS LINE, STRUCTURE WAS KEY. I ELEVATED T H E P R O D U C T

BY INTRODUCING A GL ASSWARE CONTAINER A N D I N T R I C AT E SHIELD LIKE RUBDOWNS. ALONG WITH A SP E C I F I C C O L O R , EAC H FL AVOR WAS GIVEN ITS OWN UN IQUE C A PITAL N TO A DD A TOUC H OF PERSON ALITY AN D C H ARM.

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CREATE AND DESIGN A TYPOGRAPHY C O N F E R E N C E W I T H A N EXTREMELY EXPERIMEN TAL AN D MODERN A PPROACH.

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I DEVELOPED A CONFERENCE TITLED “ R E . ” T H E C O N F E R E N C E EVOLVED IN TO AN URBAN PL AYGROU N D O F DES IGN A N D CU LTURE: TH E ATTEN D EES WILL USE REC YCLED, REU S ED, A N D RETHOUGHT TYPE FOUND ON THE STRE E T S O F N E W YO R K C I T Y. NYC BECAME THE PERFECT DESTINAT I O N N OT O N LY BE C AU S E OF ITS VAST ASSORTMENT OF DISREGA R D E D T Y P E , B U T AL S O THE CITY’S SIGNIFICANT GLOBAL IMPAC T O N M E D I A , C U LT U R E , ART, AN D FASH ION . WITH IN MY D ESIGN I WA S ALBE TO CA PTURE THE ESSENCE OF THIS URBAN S E T T I N G W I T H P H OTO S AND COLOR. I USED TYPE I COLLEC T E D P E R S O N AL LY F R O M BOTH NEW YORK AND SAN FRANCISCO S T R E E T S W I T H I N E V E RY L AYOUT. I PL AYED WITH ELEMEN TS OF RECYCLED T YPO GRA PHY WH ILE PUSH IN G TH E LIMITS OF JUXTA PO S IT IO N , S CALE, A N D COLL AGE. IN THE END, I DEVELOPED A V IS UAL S T I M U L AT I N G TYPOGRAPHIC CONFERENCE THAT UR GE D I T ’ S AT T E N D E E S TO RECYCLE THEIR TYPE AND TAKE IT OU T S I D E O F T H E B O X .

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TO CREATE A NEW BUSINESS, AROU N D W H I C H , A C O H E S I V E AN D MEMORABLE ID EN TITY SYSTEM W ILL BE DEVELO PED. T HIS IS INTEGRATED SYSTEM WILL BE APPL I E D TO A W I D E VA R I E T Y OF APPLIC ATION S.

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I CHOSE TO CREATE AN IDENTITY SYS T E M FO R A N E W RESTAURANT. AFTER MUCH RESEARCH A N D B R A I N S TO R M I N G I DECIDED ON A RESTAURANT NAMED TAKO , A S O U T H W E S T E R N SUSHI BAR AND GRILL. THE NAME ‘TAKO ’ IS T H E JA PA N E S E WORD FOR OCTOPUS, A COMMONLY I N GR E D I E N T I N S U S H I .

TH E WORD ALSO SUGGESTS TH E MO S T CO M M O N M EXICA N / SOUTHWESTERN TACO. MY IDEA EV E N T UAL LY B L O S S O M E D INTO AN EDGY RESTAURANT SERVING S U S H I W I T H A M O D E R N , SOUTHWESTERN FL ARE. WHEN DEVEL O P I N G A B R A N D FO R T H IS COMPLETELY FICTITIOUS COMPANY I WA S L E F T W I T H L OT O F CREATIVE LIBERTIES. I FELT A MULTIFAC E T E D A N D M E T I C U L O U S APPROAC H WAS REQUIRED IN ORD ER TO CO M M U N ICAT E M Y NEW IDEA. I WAS INSPIRED BY TEXTUR E S , PAT T E R N S , N AT U R E AND ART FROM BOTH JAPAN AND TH E S O U T H W E S T. AL L O F THESE THINGS ALLOWED ME TO CREAT E T H E F I N AL L O GO A N D OVERALL FEEL OF THE BRAND.

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IMPAC T/ C L AREN D ON

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DEVELOP A LINE OF HOME APPLIANCES AND PAC K AGE S FO R A PREVIOUSLY ESTABLISH ED BRAN D .

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FEN D ER GUITARS H AVE BEEN A H OUSEH OLD N A M E S IN CE M U SIC IAN S LIK E BUD D Y H OLLY AN D JOH N N Y C ASH S TA RT ED S IN GING THE BLUES. MY OBJECTIVE BECAME TO C R E AT E A F R E S H N EW LIN E OF APPLIAN C ES TH AT MATC H ED TH E S A M E LEVEL O F SULTRY STYLE OF TH E ROC K STARS TH AT MA DE F EN DER FA MOUS. IT WAS IMPORTANT TO DESIGN A GROU P O F P R O D U C T S TH AT WERE C OH ESIVE, UN IQUE, AN D D ESIRA B LE. T HE HIS TORY OF THE FENDER NAME AND THE REBELL I O U S L I F E S T YL E IT REPRESENTS HAD A DRAMATIC INFLUENCE O N M Y D E S I GN .

I DREW INSPIRATION FROM OLD ROCK POST E R S F R O M T H E 1 9 50’S AN D 60’S, C REATIN G A FIN AL PROD U CT W IT H CL A S SIC IN TEGRITY TH AT D ID N ’T L AC K A MOD ERN F L A RE. I U S ED RICH, FIRE BURST WOOD GRAIN AND BOLD STAC K E D T Y P E I N ORDER TO CREATE A BEAUTIFUL AND APPROP R I AT E PAC K AGE FOR FENDER. THE NEW LOOK IS SURE TO AP P E AL TO M U S I C LOVERS OF ALL VARIETIES.

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CREATE A BOOK WITH A CHOSEN C O N C E PT I N O R D E R TO EXPL AIN TH E MAN Y N UAN C ES OF TY PO GRA PHY A N D T YPO GRAPHIC STYLE.

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I WAS INSPIRED BY SCIENTIFIC JOUR N AL S A N D T E X T B O O KS WHILE CREATING A BOOK NOT ONLY A B O U T T H E S P R E A D I N G OF BACTERIA, BUT ABOUT TYPOGRAPH Y. L I K E B AC T E R I A , T Y P E C AN FOUN D ON ALMOST EVERYTH ING A RO U N D U S .

GERM S

AND BACTERIA ACTED AS THE PERFEC T C ATALYS T I N O R D E R TO INFORM THE READER ABOUT THE COM M O N R U L E S W E FO L L O W WITH TYPOGRAPH Y. I CREATED ALL OF THE ILLUSTRATION S U S E D I N T H E B O O K B Y H AN D WITH WATERC OLOR AN D IN K . I PA IRED T HES E DRAW IN GS WITH ACTUAL TYPOGRAPHY, CREATING A N E V E R BE FO R E S E E N TYPOGRAPH IC EXPLORATION . I K EPT T HE CO LO R S CHEM E MOSTLY BL AC K AN D WH ITE, WITH A RED ACCEN T A N D N EU TRALS IN ORDER TO CREATE THE MO S T A M O U N T O F D R A MA AN D C ON TRAST WITH IN EAC H SPREAD. T HE F IN AL PRO DU CT IS A BEAUTIFUL FIN E ART PIEC E TH AT ALS O S ERVES A S A FA N TASTIC GUID E TO TYPOGRAPH Y.

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FU T U R A CL A R ENDO N

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DESIGN A PACKAGING SYSTEM FOR P E T P R O D U C T S T H AT IS UNLIKE ANYTHING ELSE ON THE MARK E T.

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AN AN IMAL LOVER EVE R S IN CE I CA N REM EM -

BER. GROWING UP IN THE MIDWEST, M Y FA M I LY H A D P L E N T Y OF ROOM FOR DOGS. SINCE I WAS YO U N G , I H AV E ALWAYS OWNED DACHSHUNDS. DACHSHUNDS, O R W I E N E R D O GS , A R E EXTRAORDINARY DOGS FULL OF EXTR E M E P E R S O N AL I T Y A N D MAN Y SPEC IAL N EED S. FOR TH IS LIN E I D EC ID ED TO C REATE A B RA N D T HAT WA S S PECIFICALLY FOR THE DACHSHUND. FRA N K ’ S F I N E FO O D S A N D SUPPLIES INCLUDES EXTRA LONG SWE AT E R S , D O G FO O D H I GH IN CALCIUM (FOR MAXIMUM BACK HEALT H ) , A N D L O W B O U N C E TENNIS BALLS GUARANTEED TO STAY O N T H E S E S M I N I AT U R E D OG’S LEVEL. TH E TYPOGRAPH Y IS BO LD A N D CL A S S IC, S U GGESTING A SENSE OF LUXURY AND TA S T E , E V E N I N A D O G FOOD . I PAIRED TH E STRON G TYPE W IT H DELICAT E HA N DCRAFTED PATTERNS, ALL PRINTED O N A R E C YC L E D S TO C K .

ULTIMATELY, TH E D ESIGN WILL N OT O N LY A PPEAL TO DACHS HUND OWNERS BUT ALL DOGS LOVER S .

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STAG STEN C IL/ VARIOUS HAND DRAWN VERL AG

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REBRAND AN EXISTING SUSTAINABLE COMPAN Y. AL S O C R E AT E A COMPREHENSIVE SET OF IDENTITY STANDAR D S T H AT A P P LY AC ROSS SEVERAL D IFFEREN T APPLIC ATION S.

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MY PRIMARY GOAL WAS TO INFUSE REAL MILK PA I N T W I T H A D ISTIN C T AN D UN IQUE PERSON ALITY. IT WAS CRU CIAL TO CREATE A SENSE OF FUN THAT, FOR ME, GOES H A N D A N D H A N D WITH PAINTING. THIS WAS ACHIEVED BY AD D I N G M U LT I P L E BRIGHT COLORS AND CHARACTER. I ALSO CRE AT E D A N A R R AY UN IQUE H AN D D RAWN TYPEFAC ES. TH IS C R EAT ED A M U CH MORE INTERESTING AND PERSONAL BRAN D E X P E R I E N C E .

HOWEVER, NOT ONLY IS PAINTING WITH REAL M I L K PA I N T F U N IT ALSO C OMES WITH A 1 00% SUSTAIN ABLE S IDE. T HE LO GO MARK (AN ALL GREEN STAMP D RIPPIN G WITH PA IN T ) ALLO W ED FOR A PERFEC T MARRIAGE OF BOTH STAIN ABILIT Y A N D LIVELINESS. THE SQUARISH SHAPE ALSO CARRIED A B R A N D E Q U I T Y FROM TH E PREVIOUS RMP LOGO, IMPLYIN G THAT RES PO N S IBLE PAIN TERS EVERYWH ERE C AN STILL EN JOY T HE REAL M ILK PAINT THEY HAVE LOVED FOR YEARS.

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K EYWORDS

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GLITTE R GL AMOR

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AVANT GARDE ED GE BEAUTY

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PRINT

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FALL_ 2010

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PRIN T_01

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GOTH AM/ GARAMON D ITALIC

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D ESIGN A TOUR BOOK FOR A C H OSEN A RT IS T T HAT GO ES BEYOND THE NORM. IT IS EXTREMELY I M P O RTA N T TO R E F L E C T TH E STYLE OF TH E ARTIST WITH IN THE DES IGN .

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L AD Y GAGA IS K N OWN FOR FASH ION, GL A M O R, A N D EVERYTHING OVER THE TOP. SHE HAS MAS T E R E D T H E A RT O F T H E AVAN T GARD E AN D C ON TIN UES TO S HO CK HER AU DIEN CES MORE WITH EACH RECORD. THIS BEIN G T H E C A S E I T H O U GH T IT EXTREMELY IMPORTANT TO CAPTU R E L A D Y GAGA’ S S E N S E OF UNIQUENESS AND UNCONVENTION AL I D E A S I N M Y D E S I GN .

I USED SYMBOLS, TEXTURES, AND AE S T H E T I C S I BE L I E V E D TO BEST REPRESENT L ADY GAGA AND T H E C A PT I VAT I N G M U S I C SH E MAK ES. I STARTED BY C REATIN G CO LL AGES U S IN G LITERAL IMAGERY FROM TH E LYRIC S OF HER S O N GS . HO W EVER, I ALSO MANAGED TO DEVELOP AN AMAL GA M O F H E R O V E R AL L ATTITUDE AND STYLE WITH IN THE PIE C E U S I N G T Y P O GR A P H Y, C OLOR, AN D PH OTOGRAPH Y. TH E FIN AL RES U LT IS A F U N A N D SEDUCTIVE TOUR BOOK THAT L ADY GAGA FA N S W O U L D S U R LY LOVE TO KEEP LONG AFTER THE CONC E RT.

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SPRING _ 2011

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ID EN TITY_ 02

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ROSEWOOD FILL TUN GSTEN

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C REATE A C OH ESIVE ID EN TITY SYSTEM FOR AN EVEN T. A PPLY THIS TO TICKET, SIGNAGE, AND OTHER FESTIVAL M E D I A .

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LIK E ART, MUSIC H AS TH E ABILITY TO IN SPIRE U S . I WA S PA RTICUL ARLY INSPIRED BY NATURE AND THE BE AU T I F U L S A N TA BARBARA C AMP GROUN D S WH ERE TH E FES T IVAL IS HELD. TH E PEAC E AN D LOVE C OUN TER-C ULTURE O F T HE 1 960 ’ S WAS ALSO TAK EN IN TO AC C OUN T IN MY D ESIGN . O N CE AGA IN , I GOT OUT MY PENCILS AND MARKERS TO HA N D D R AW T H E LOGOMARK AND ADDITIONAL SIGNAGE MARKS . I T H O U GH T I T WAS IMPORTANT TO CREATE SOMETHING THAT A P P E A R E D TO BE HANDCRAFTED IN ORDER TO GIVE A PERSO N AL TO U C H TO EACH CONCERT GO-ERS EXPERIENCE. THE CO L O R S U S E D A R E RIC H GREEN S AN D AUBURN S FOUN D IN N ATU RE T HAT A RE SURE TO EN H AN C E TH E FESTIVALS ALREAD Y EU PHO RIC EN VIRONMENT. THE TICKETS ARE LETTERPRESSED O N R E C YC L E D STOC K , ON C E AGAIN REEN FORC IN G TH E H AN DCRA F T ED PERSONAL TOUCH I FOUND APPROPRIATE FOR THIS W E L L - K N O W N AN N UAL EVEN T.

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I AM ETERNALLY GRATEFUL TO YOU B OT H . YO U R E N D L E S S ENCOURAGEMENT IS THE SOLE RE A S O N I H AV E MA D E I T TH IS FAR. TH AN K YOU FOR N EVER GIVIN G U P O N M E.

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TOM MCNULTY, YOUR GUIDANCE A N D F R I E N D S H I P H AV E MEAN T TH E WORLD . YOU H AVE MO LDED M E IN TO T HE DESIGN ER I AM TOD AY AN D IN SPIRED M E TO PU S H M YS ELF TO WARDS THE DESIGNER THAT I WILL BE C O M E . MA RY S C OT T, YOUR PATIENCE AND THOUGHTFUL C O N S I D E R AT I O N H AV E BEEN INVALUABLE. SAMI SAAUD, TH A N K YO U FO R P U S H I N G ME; AND MAKING ME L AUGH. TO R O L A N D YO U N G , L AU R A MILTON, EZSTER CL ARK, TROY ALD E R S , A N D A R I E L GR E Y: TH AN K YOU FOR H ELPIN G ME OPEN M Y EYES .

FRIENDS /

LYN D I PRIEST (BEAST), I LOVE YOU. YO U R TALEN T A N D S PIRIT H AVE MOTIVATED ME MORE TH AN YO U W ILL EVER K N O W. TO BRITTNEY JEFFERS, JOHN BOY, RYA N F I T Z GE R AL D , A N D ESTEVAN PADILL A: THANKS FOR PU T T I N G U P W I T H M E . YO U HAVE KEPT ME SANE.

VENDO RS /

VAD IM AN D TH E EN TIRE PLOTN ET CREW. T HE K EY PRIN TIN G & BIN D IN G. FL AX ART SUPPLY, ECO CO PY, K ELLY PA PER, APPLE STORE SF, BPS, AN D STAPLES : T HA N K YO U FO R ALLOWIN G ME TO C REATE.

GRA MMAS /

I LOVE YOU ALL. TH AN K YOU FOR YO U R LIM ITLES S S U PPO RT, TRUTH , AN D LOVE.

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A MANDA DAY A D AY DE S I GNS @GMAI L .COM A D AY DE S I GNS .COM 918 .32.0 0 4 8

I N ST RU CT I O N /

MARY S COTT ACADE MY OF ART UNI V E R S I TY S C HOOL OF GR APHI C DE S I GN 7 9 NEW MONTGOMERY ST. SA N FR A NCISCO, CA

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T H E KE Y PR I NTI NG & BI NDI NG 5 84 9 OCE AN V I E W DR .

OAKL AND, CA 94 26 8 / 510 .595 .3 311

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P L OTNE T 98 BATTE RY S T. S UI TE 4 0 2 S AN FR ANCIS CO, CA 94 111 41 5 .76 2.0 20 0

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