AMBA
AMAANI AMBER AHMED Design Portfolio
C O N T E N T S
1 2 3 4 5 6 D I S S E R T A T I O N
L A Y O U T
G U I D L I D N E E S S I G N
A S T O N
M C D O N A L D S
H A P P Y
M E A L
N M E O W N O B T L Y O P O E D
M O N D E L E Z
C H O C O L A T E
P E R S O N A L
A R T W O R K
ABOUT ME I am currently a designer from a product background where my skills are in research + development, sketching, ideation, and 3D CAD. Throughout my time I have taken a deeper interest in graphic design and particulary enjoy event/campaign planning. I enjoy creating new concepts and following them through to the final stage. My product background enables me to transfer my skill set and design process into other areas such as graphic design. Design is more than just a career or degree for me, recreationally I sketch and create illustrations as well as attending galleries, exhibitions and talks by designers.
1
DISSERTATION LAYOUT 2 weeks for layout and presentation of work in booklet form Present all reserch findings and results in a professional and easy to follow way via layout and inforgraphics. Incorporate design elements and creative flair to presentation without compromising the content.
CREATIVE
PROFESSIONAL
STRUCTURED
Initial frame sketches
Rough templates and layout development
2
MCDONALDS TOYS 4 week project including creating bespoke happy meal box. Presenting a new toy and theme for the McDonald’s happy meal. A Peter Rabbit concept was chosen for the happy meal box with wind up characters to collect. Peter Rabbit was selected as it is a classic and during 2017 the Peter Rabbit 50p coins were released.
PLAYFUL
ON TREND
YOUTHFUL
Quick sketches showing potential poster layouts taking refernce from exisitng Mcdonald’s branding (right). Below is a brief outline created to show the activities and layout on the happy meal box. the child goes on an adventure, after completing each activity they can collect a token of one of the characters. at the end all th token slot in to show peter rabbit and his friends have made it home safely.
3
NEW CADBURY PRODUCT RANGE CONCEPT 1 week project Create a new innovative product range for a Mondelez chocolate brand. Short project focusing on final concept and research into context and market. With the current market being saturated with millenials and health snacking becoming a popular trend, this was the selected market.
ON BRAND
RESEARCH
IDEATION
4
ASTON GUIDLINES 2 week project Create brand guidlines for the Aston Inspired Degree show which also takes into consideration Aston University’s own guidlines including colour pallette, type, layout and logo.
EXPANDING EXISITNG BRANDING
PROFESSIONAL
MULTI ELEMENTAL
The manifesto takes inspiration from the new Aston braning with its “Here is Aston” tagline. Key elements of the branding have been taken from the new branding seen on the right and incorporated into the brouchure. For example the orange arrows have been used to represent us being “forward thinkers” and continously “improving ourselves”.
The logo is a development from the 2018 show. As you can see the form of the A has been kept the same and still has a fold in it at the top. This helps keep the logo consistent and related back to previous years logo. The I has been added for “inspired�, this intergrates the whole logo into one. Again, the orange sub branding arrows have been added. These were intitially going to be added to the I but this made the logo look disjointed, whereas adding it to the A brings the elements together and looks more concise.
White background
Charcoal grey/ black background on brouchure cover
Black background
Black & White
This logo represents design but due to its straight clean lines it also caters for the engineering programmes that will be at the show. It has the right balance between design and engineering.
Page layout ideation and sub branding elements design.
Each individual will also have a background of the arrows with the corresponding colour of their degree, this is also represented in the contents page.
The arrows are the main feature of the sub branding elements, on the following pages you can see it being used on the manifesto page.
On the individuals page there will be a short title for some of the pictures they display. these will again correspond with the right colour.
The text on the cover and the arrows in the manifesto have been skewed by 14 degrees to match the type on the new branding. This should be kept consistent throughout. The arrows must always be facing forwards or up, and never be positioned so the arrows point backwards or downwards
14 degrees
10 mm margin around pages (recommended for print so no content is lost in spine or cut off) Gap between all pictures is the same (5.5mm) Bottom half of the pages in line with each other. Bottom left picture 125mm height Top right picture 90mm height Profile box 68mm height
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RGB|255 81 45 #ff512d CMYK|0 79 80 0 Pantone 1655 The orange represents Aston as a whole and is the same orange used in their new branding. This will also be used for one of the design programmes. Orange is a warm and inviting colour. It is also used to add a pop of colour and create excitement. S E C O N D A R Y
RGB|20 108 109 #146c6d CMYK|84 34 50 24 Pantone 3557 Teal has been used for the headings. It is also on the logo as it compliments the orange well and allows it to pop. It is bright enough to stand out against the charcoal black backdrop. Darker colours have been used for a more refined and professional look as opposed to bright colours. Blue also represents innovation.
RGB|59 59 59 #3b3b3b CMYK|67 57 54 60 Pantone19-4004 Black is too intense of a colour so a charcoal grey/ black has been used. This allows it to have a softer look but still be impactful. This is a very professional colour and compliments every other colour.
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RGB|1 131 190 #0087ca CMYK|98 23 1 3 Pantone 7461 This colour will be used for the transport students as it represents innovation. (Taken from Aston coperate gudlines)
RGB|166 38 170 #9d338a CMYK|46 91 0 0 Pantone 253 This purple will be used for the management students as it compliments the colour palette. Purple represents power and ambition which are business management characteristics. (Taken from Aston coperate gudlines)
RGB|105 146 58 #64922f CMYK|59 5 94 26 Pantone 576 This green will be used for the design engineers as the Aston school of engineering and applied science is green. (Taken from Aston coperate gudlines)
TW CEN MT CONDENSED BOLD A B C D E P Q R S T e f g h i j v w x y z
Aa Aa Aa
F U k 0
G H I J K L M N V W X Y Z a b c l m n o p q r s t 1 2 3 4 5 6 7 8
O d u 9
TW CEN MT CONDENSED EXTRA BOLD A B C D E F G H I J K L M N O PQRSTUVWXYZabcd ef ghijklmnopqrstu v w x y z 0 1 2 3 4 5 6 7 8 9 TW CEN MT BOLD ITALIC ABCDEF PQRSTU ef ghijk vwxyz0 FUTURA BK BT BOOK
Aa Aa Aa
FUTURA HV BT HEAVY
GHIJKLMNO VWXYZabcd lmnopqrstu 123456789
ABCDEFGHIJKLMNO PQRSTUVWXYZabcd efghijklmnopqrstu vwxyz0123456789 ABCDEFGHIJKLMNO PQRSTUVWXYZabcd efghijklmnopqrstu vwxyz0123456789
FUTURA BK BT BOOK ITALIC ABCDEFGHIJKLMNO PQRSTUVWXYZabcd efghijklmnopqrstu vwxyz0123456789
LOREM IPSUM 60pt Lorem ipsum 16pt
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. 12pt TW CONDENSED EXTRA BOLD will be used for headings as it is impactful, has straight edges and bold. This is also the logo type. Headings should be 60pt. The body of text will be Futura BK BT Book. This is a clear and legible text that is easy to follow and understand. I have opted to use this instead of helvetica (Aston guidlines choice) because Futura is meant to represent efficency and forwardness (relates to our brand manifesto) Futura also has a small x height which increases it sutability for body text. Futura was based on geometric shapes similar to the bauhaus style. This means there is a direct link between the font and design. All body text will be black and size 12 (the default for easy reading).
5
NEW BLOOD MONOTYPE BRIEF 6 week project Create a typography-led integrated graphic design campaign that: uses type to celebrate a community and showcase what makes it unique It explores communities beyond the usual expectations. Such as online communities, those with shared interests, groups trying to bring about change or even communities brought together by circumstance.
COHESIVE CAMPAIGN
RESEARCH
TYPOGROPHY
6
PERSONAL ARTWORK A collection of my artwork that I have completed in my spare time, ranging from illustrations to sketches
1. When life gives you lemons (Illustrator + Photoshop)
2. Cinco de Mayo (Pen and Photoshop)
3. Couples illustration (Illustrator and Photoshop)
4. Good Enough (Photoshop)
5. Girls! (Pen)
6. Mind blown (Pen)
7. Tattoo concept for friend (Pen)