Design Portfolio-Amanda Fitzpatrick by Amanda White

{INTRODUCTION} As a perceptive person, Iâ&#x20AC;&#x2122;m fascinated with design thinking, identity, and why people do what they do. I completed my degree in Psychology to grow my knowledge of how we come up with ideas and use our emotions to solve problems. Fascinated by human societies and cultures, I then pursued another course of study in Anthropology. For decades, market researchers have tweaked their designs to achieve consumer success. Today, user experience and understanding your audience is at the heart of the design process. Like an anthropologist, I search for innovative ways to illicit meaning. Psychologists recognize that it all comes back to people and their sense of self. To make a positive impact you need to build on their authentic perceptions, preferences, dreams and values. These converging paths merged, leading me to graphic design.

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{CATEGORY} BRANDING

“You can’t use up creativity. The more you use, the more you have” – Maya Angelou

Folded {OBJECTIVE}

{STRATEGY}

Folded is a bakery and craft-making event space. The bakery serves cupcakes, cakepops, and other small baked goods and holds craft classes for groups and small parties. Folded needed a brand that would attract women, aged 18-30, who want to socialize and explore their creative side. A challenge for the brand was creating a visual system that incorporated both aspects of the space: making crafts and enjoying baked goods. Every element of the brand was chosen to unite the two key offerings. The name “Folded” comes from both the craft technique and a baking term for gently combining ingredients. The color palette includes orange, used for its warm, appetizing feel, combined with blue as a vivid compliment. A simple website interface was developed so the user could easily sign up for classes and social media strategies were utilized to engage with a younger feminine audience.

{ART DIRECTOR}

Min Choi {CATEGORY}

Branding {TYPOGRAPHY}

Selfie Josefin Sans

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{CATEGORY} BRANDING

BAKED GOODS & CRAFTS

{COLORS}

{PATTERNS}

{TYPOGRAPHY}

Selfie A B C D E F G H IJ K L M NOPQ RS T U V W X YZ abcdefghijklmnopqrstuvwxyz

Josefine Sans ABCDEFGHIJKLM NOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz

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{CATEGORY} BRANDING

{LOGO DEVELOPMENT} The Folded identity was developed using substitution, a method that takes something familiar and puts it into an unfamiliar place. The logo combinines two objects into one to create a surprising and memorable symbol. A list making technique was used to brainstorm objects that could work together. The chosen concept combines a baking whisk and a paintbrush into a single icon, executed in a friendly but elegant line-style. The typeface Selfie was chosen because of its continuous flowing stroke.

{SUBSTITUTION IDEAS} BAKERY

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CRAFTING

cupcakes pastries flour dough handroller mixer whisk baker’s hat wooden spoon bowl spatula mug oven mitt

{ICON ALTERNATIVES}

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thread/string glue paper paint brushes scissors ruler hand tape pencils

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{CATEGORY} BRANDING

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{CATEGORY} EDITORIAL

“Your home should tell the story of who you are, and be a collection of what you love” – Nate Berkus

Abode {OBJECTIVE}

{STRATEGY}

Abode magazine offers solutions and design advice for temporary living spaces. Unlike its competitors, who focus on permanent design solutions, small spaces, and tight budgets, Abode focuses specifically on things one can improve in a rental home that won’t permanently alter anything—while still achieving a high quality look. The magazine targets a female audience, ages 21-35, who take pride in their rental spaces. The design and layout for Abode is clean and structured to maintain a sophisticated look and feel. Abode takes inspiration was taken from stores like Anthropologie and West Elm. The colors for the covers are kept soft and muted. Sweet Sans, a clean sans-serif, was used for its contemporary lines. The layout uses a twelve column grid which provides great flexibility for imagery and typesetting.

{ART DIRECTOR}

Sean Bacon {CATEGORY}

Editorial {TYPOGRAPHY}

Sweet Sans Bentham Euphoria Script Dancing Script Densia Sans

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{CATEGORY} EDITORIAL

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{CATEGORY} EDITORIAL

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{CATEGORY} EDITORIAL

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{CATEGORY} BRANDING

“One’s destination is never a place, but a new way of seeing things.” – Henry Miller

Viaggio {OBJECTIVE}

{STRATEGY}

Viaggio is an international luggage and travel accessories brand based in Italy. Its high-end products cater to affluent, style-conscious men, ages 30-45, who love to travel and explore. The name comes from the Italian for “travel,” or “journey.” Viaggio required a brand expression that would differentiate from other premium luggage brands while conveying its Italian heritage. The identity design was inspired by vintage streamline type found on 50’s cars and Italian espresso machines. A custom typeface was created, paired with clean and sleek aluminum finishes to capture this look. Silver foil stamping was chosen for accessory items to compliment the aluminum style and to give the packaging a premium look. A color palette of midnight blue, brown and grey accents were chosen to give the brand a masculine feel.

{ART DIRECTOR}

Candice Lopez {CATEGORY}

Branding {TYPOGRAPHY}

Accura

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{CATEGORY} BRANDING

{TAGLINE}

CRAFTED FOR JOURNEYMEN

{COLORS}

{LOGO ALTERNATIVE}

{TYPOGRAPHY}

Accura ABCDEFGHIJKLM NOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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{CATEGORY} BRANDING

{POSITIONING} With countless luggage brands to choose from, including many high-end brands, it is important for Viaggio to stand out to the customer as a unique and distinct choice. To kick-off the brand strategy, a competitive analysis of key competitors was conducted to help position Viaggio. {COMPETITIVE BRANDS} RIMOWA: Rimowa, a German luggage brand, prides itself on being “the original luggage with the grooves” and offers aluminum and polycarbonate grooved luggage with high-tech tag technology. GLOBETROTTER: Globetrotter is a UK based brand with an iconic “trolley” style design and emphasis on craftsmanship. ZERO HALLIBURTON: Zero Halliburton is distinguished by creating the first aluminum suitcase. Their focus is on protection, durability, and standards that meet military specifications.

Viaggio differs from other brands because it caters to a younger male audience, and focuses on aesthetics over durability and functionality with a distinctive european style.

{COMPETITIVE BRAND MATRIX} Stylish

Mature

Yo u t h f u l

Funct iona l

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{CATEGORY} BRANDING

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{CATEGORY} BRANDING

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{CATEGORY} BRANDING

“Too much of a good thing can be wonderful” – Mae West

Corks & Blenders {OBJECTIVE}

{STRATEGY}

Corks and Blenders is a hidden cocktail lounge known for its signature wine infused milkshake, made with craft organic ice cream. The bar also serves a selection of cream based cocktails and small plates. Its target audience is young San Diegans, aged 21 to 35, with an interest in speakeasy bars and discovering the next drinking trend.

A challenge for Corks and Blenders was creating a design that embodied the two different elements of wine and ice cream. A crest logo that included a classic wine glass shape paired with unexpected whipped cream adorning the top helped to communicate their key offering. The brand’s patterns are similar to the “neat” style pattern often used on men’s neckties. The color palette was derived from tones in red wine and creamy ice cream.

{ART DIRECTOR}

Sean Bacon {CATEGORY}

Branding {TYPOGRAPHY}

Sweet Sans Palatino Savoye LET

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{CATEGORY} BRANDING

{COLORS}

{PATTERNS}

{TYPOGRAPHY}

Sweet Sans ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Palatino ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Savoye LET ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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{CATEGORY} BRANDING

{DESIGN BRIEF} {MISSION STATEMENT} Corks and Blenders, San Diegoâ&#x20AC;&#x2122;s first wine infused milkshake diner, was founded to provide a fun and social environment for people to enjoy unique wine milkshakes and cocktails made with organic ice cream and unexpected flavor combinations.

{DIFFERENTIATION} With so many bars in San Diego, it was important to give Corks and Blenders a distinct brand. Corks and Blenders stands out from other bars with its unexpected drink items and nostalgic ice cream parlor and speakeasy feel. Every element of the brand speaks to this time period and the unique menu items.

{DESIGN IMPLICATIONS} TYPOGRAPHY: Sweet Sans gives the brand a

modern feel catering to its young demographic, while its complimentary serif font, Palatino, contributes an older, more elegant aesthetic. COLOR: A deep burgundy was chosen as the brandâ&#x20AC;&#x2122;s main color, reminiscent of both red wine and darker speakeasy bars. A crisp cream color compliments the burgundy and brings the cream element of the drinks into the branding. DECOR: Moody lighting and dark wood table tops mixed with cream and burgandy accents used on ice cream parlour style bar chairs and stools. The decor style blends a sophisticated space with lighthearted touches. SERVICE: Friendly and informal service creates a relaxed enviornment perfectly suited to enjoy the unique milkshakes and drinks.

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{CATEGORY} COLLATERAL

“I look at weddings as theater; the curtain goes up at invitation time, and when everybody leaves, the show’s over.” – David Beahm

Alexa & Conor {OBJECTIVE}

{STRATEGY}

Alexa and Conor are a young, laid-back couple with an elegant style and an appreciation of traditional aesthetics. Wanting to avoid a large, extravagant wedding, the couple sought out an intimate and authentic venue that would serve as an elegant backdrop for the event. Alexa and Conor needed an invitation suite and other wedding elements that would reflect their unique style and vision. Vintage flower illustrations were used on the invitation suite to relate to the 20’s and 30’s decor used in the historic mediterannean-style venue. The guest favors were designed to reflect the Spanish tile adorning the venue’s patios. A monotone color palette of soft blues was chosen to keep the design elegant and romantic. A script typeface, Darelston, was paired with a modern serif, Theano Didot, to create an elegant contrast.

{ART DIRECTOR}

Sean Bacon Bradford Prairie {CATEGORY}

Collateral {TYPOGRAPHY}

Darleston Theano Didot

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{CATEGORY} COLLATERAL

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{CATEGORY} COLLATERAL

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{CATEGORY} INTERACTIVE

“Our duty in autism is not to cure but to relieve suffering and maximize each person’s potential” – John Elder Robison

Spectrum {OBJECTIVE}

{STRATEGY}

Spectrum is an educational app sponsored through Autism Speaks, a national autism advocacy organization that provides support, funding, and outreach. Spectrum helps children with Autism recognize and learn facial expressions through facial recognition technology on the camera in an iPad.

Everything in the visual design and user interface had to be created with care to be accessible for the primary audience of children, ages 6-13, with Autism. Careful attention was taken to not include anything that would overwhelm the user. The app has a teacher version that enables aides and teachers to keep track of the students’ progress, monitor how often they are practicing, change their level, and export data to send to parents.

{ART DIRECTOR}

Paul Drohan {CATEGORY}

Interactive {TYPOGRAPHY}

Candela

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{CATEGORY} INTERACTIVE

{FACE CODING TECHNOLOGY} HOW IT WORKS Affectiva is a software commonly used by market researchers, as well as education and healthcare industries, to identify how consumers are feeling while using different products. The technology can identify a human face in real time, an image, or a video.

KEY FACIAL POINTS Algorithms are used to identify key points on the face like the ends of eyebrows, tip of the nose, and corners of the mouth. These points are then analyzed into expressions. Combinations of the expressions are coded into emotions.

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{CATEGORY} INTERACTIVE

{TARGET MARKET} CHILDREN The app’s primary target audience is children with Autism, aged 6-13, across the U.S., who are involved in after-school care programs or in special education classrooms. Children with Autism have difficulty with communication and social interaction. One of the difficulties with social interaction is reading people’s facial expressions and formulating appropriate expressions and responses. Spectrum utilizes facial recognition software to test the user’s facial expression and see if it matches the appropriate emotional response. Children with Autism require certain needs in a user interface. Blues and greens, known to be soothing, were used as the main colors. Big icons with labels and minimal background imagery were used to keep everything clear. The user flow was designed with a built in reward system, often used in behavior therapy, to keep the kids motivated.

TEACHERS The app’s secondary target audience is teachers and aides, ages 25-55. Spectrum is intended to be used at after-school programs and classrooms where a teacher or aide can monitor progress and encourage practice. This audience needed an app that they would keep track of statistics, progress, and when and how often kids use the app, so they can refer to the information later. Because teachers often have to report back to parents on how their children are doing, the app also needed a way to easily export data to send to parents in an email or printed format.

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{CATEGORY} INTERACTIVE

THE TEACHER

Melanie

ABA Therapist 30 years old San Diego, CA ABOUT

PAIN POINTS

Melanie is an ABA therapist at an after school program. She works with multiple kids at the agency, including Jack and Lizzie. She is specifically interested in helping the kids identify emotions and learn appropriate responses to social cues.

Melanie has a hard time getting the kids to practice independently. She also has trouble knowing if the kids are practicing at home and how they should be progressing. GOALS

Melanie works a lot with kids in one on one therapy sessions. She likes to give her kids time at the end of the session to practice working independently. She also tells them and the childrenâ&#x20AC;&#x2122;s parents what to practice on at home (usually with flash cards and worksheets). However Melanie has a hard time tracking whether the kids are actually practicing thier flashcards or not. She would love to have an app that is fun for the kids to practice emotions on their own, as well as something that she can monitor them with at the same time.

Melanie wants an indepedent study tool for the kids that will help them practice their emotions that will also allow her to track what they are doing and see thier progress.

1 SIGN IN SCREEN

SOCIAL ENGAGEMENT

MOBILE/TECH-SAVVY

HOME SCREEN

LEVEL OF FUNCTIONING PATIENCE

3 SETTINGS

ACCOUNT INFO

CAMERA

STUDENT DETAIL

NOTIFICATIONS

4 EDIT INFO EDIT HOME LAYOUT

EDIT NOTIFICATION ALERTS

EMOTION NAME

STATS/ PROGRESS

EXPORT/ SEND INFO

SETTINGS

CHANGE LEVEL

CHANGE REWARD

THE STUDENT

Lizzie

9 years old San Diego, CA 1

ABOUT Lizzie is a student at Creek Elementary School. She is diagnosed with ASD and has a lot of trouble with social cues. Her parents and teachers try to help her learn appropriate responses to social cues.

On the weekends and sometimes after school, Lizzie goes to a program to participate in social groups and attend therapy. When she visits she has thirty minutes of independent practice/ homework time. Lizzie tends to need extra help with emotions and is encouraged to practice with flash cards, but it doesn’t seem to help her as much as when she is practicing with another person.

2 HOME SCREEN

PAIN POINTS Lizzie has trouble recognizing and responding to other’s emotions appropriately. She is supposed to practice her skills independently but doesn’t get as much support with flashcards as she does when practicing with an aide.

3 CAMERA

GUIDED PRACTICE

GOALS Lizzie’s therapy program wants to have better games/practice techniques that the kids will want to work on independently, specifically one that helps the kids with Autism learn appropriate emotional responses and social cues.

4 EMOTION NAME

PHOTO

5 SOCIAL ENGAGEMENT MOBILE/TECH-SAVVY

SHOW RESPONSE (CAMERA)

LEVEL OF FUNCTIONING PATIENCE

CORRECT SCREEN

REWARD

INCORRECT SCREEN

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{CATEGORY} INTERACTIVE

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{CATEGORY} INTERACTIVE

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{CATEGORY} BRANDING

“It’s indeed bad to eat apples, it’s better to turn them all into cider.” – Benjamin Franklin

1769 {OBJECTIVE}

{STRATEGY}

1769 is a craft hard cider company based in San Diego with a tasting room in the heart of old town. The brand, which is based on Old town’s rich history, aims to inform San Diegans in a fun and engaging way. The cider takes advantage of San Diego’s growing craft brewery market, with a target audience of men and women, ages 23 to 39, who are interested in different approach to craft drinking based on apple varietals and flavors. 1769 highlights three characters from Old Town’s history to promote its three main flavors of cider. The flavors correspond to each character’s story and life in Old town. The rough parchment texture, muted colors, and slab serif typography was chosen to reflect the typography style of the1700’s and 1800’s. The Illustration style was chosen to attract and engage a younger drinking audience and stand out on the shelf amongst other bottles.

{ART DIRECTOR}

Min Choi {CATEGORY}

Branding {TYPOGRAPHY}

Rockwell

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{CATEGORY} BRANDING

{COLORS}

{TEXTURES}

{BRAND ELEMENTS}

{TYPOGRAPHY}

Rock well A BCDE FGHIJ K L M NOPQR ST U V W X Y Z abcdefghijklmnopqrstuvwxyz A BCDE FGH I J K L M NOPQR ST U V W X YZ abcdefghijklmnopqrstuvwxyz

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{CATEGORY} BRANDING

{DIFFERENTIATION} San Diego has many craft breweries in the city, but not many cideries. Most cideries near San Diego are based in Julian. Smaller craft breweries have picked up on the growing cider trend and started launching their own lines of cider. To differentiate from other cider brands on the shelf, 1769 will avoid overused motifs, such as apples and trees, and instead use unique portrait illustrations, that specifically connect to a San Diego audience.

ANGRY ORCHARD: One of

the most well-known cider brands, stocked in most stores, features a full color illustration of an apple tree trunk with a face, and partly eaten apple on the bottles.

JULIAN HARD CIDER : A well-known cidery amongst San Diegans and stocked in most stores in San Diego area, features an eagle and arched logotype. A symbol underneath the name changes based on each flavor of cider.

WOODCHUCK HARD CIDER:

A crest logo with a woodchuck illustration holding an apple adorns each label. The color changes with each flavor.

STRONGBOW HARD CIDER:

Strongbow utilizes a simiplistic design with a stylized apple illustration. The clear bottle lets the color of each flavor of cider show through and become part of the design.

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{CATEGORY} BRANDING

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{CATEGORY} BRANDING

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{CATEGORY} COLLATERAL

“If all you do is work to alleviate suffering, then... you are working to get people to zero, to neutral.” – Martin Seligman

ECPP {OBJECTIVE}

{STRATEGY}

The European Conference on Positive Psychology is an annual conference in Europe to unite researchers and provide a networking space. Positive psychology utilizes scientific research as a means of improving lives. The ECCP needed a visual system that portrayed the year’s theme and positive psychology as a whole. The marketing materials needed to have a professional and academic aesthetic without feeling dated. The design concept uses layers of color and imagery—a metaphor for the layers of the human experience that contribute to happiness. The PERMA model, an important theory of happiness in positive psychology, was incorporated into the imagery. The conference’s theme, “Untangle the human dashboard,” expresses positive psychology’s goal. An eblast campaign was designed to easily reach the demographic and provide a fast way to register for the event.

{ART DIRECTOR}

Sean Bacon {CATEGORY}

Collateral {TYPOGRAPHY}

Ideal Sans

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{CATEGORY} COLLATERAL

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{CATEGORY} COLLATERAL

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{CATEGORY} COLLATERAL

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{CATEGORY} LOGOS

SOLIS O O

THEATER

Seaworthy BOATING CLUB

Redesign of Biotech Company Logo Hair Stylist Personal Identity Boating Membership Organization

Craft Bakery San Diego Playhouse Handmade Jewelry & Crafts

SOLIS O O

THEATER

Seaworthy BOATING CLUB

Redesign of Biotech Company Logo Hair Stylist Personal Identity Boating Membership Organization

Craft Bakery San Diego Playhouse Handmade Jewelry & Crafts

THANK YOU This book is dedicated to my fiancé, Conor, who has given me endless support and encouragement throughout this process. A big thank you to Sean Bacon and Bradford Prairie for all their guidance and to all my mentors at City College, including Candice Lopez, Min Choi, Paul Drohan, Amy Levine, and Andrea Singer.

TYPEFACES Bodoni Egyptian Pro, Lemon Sans, Engravers Com PHOTOGRAPHY Bradford Prairie PRINTING Sunset Press