Amna Ahmed - Graphic Design and Architecture Portfolio, 2014 - 2015 by Amna Ahmed

AMNA AHMED

ARCHITECTURAL AND GRAPHIC DESIGN

PORTFOLIO 2014 - 2015

VISION IS THE ART OF SEEING THE INVISIBLE - JONATHAN SWIFT

CONTENTS GRAPHIC DESIGN 01

PRINT, FLYER, POSTER - GAME OF ARTS - DMIM FILMAKER’S NIGHT - 30 SECONDS TO MARS - PSA EVENT NIGHT - DONOVAN LAW OFFICE

ARCHITECTURAL DESIGN 06

STUDIO DESIGN

3D MODELING

PHOTOSHOP/3D RENDERS

LOGO DESIGN

- AYASO BOUTIQUE - KHALIFA BAKHIT LLC - GREENWOOD - LA VIE JE VUEX

DIGITAL DESIGN

DIGITAL MANIPULATION

BRANDING, ADS, CARDS

- INSTAGRAM ARTWORK - ENHANCED RENDERS - DUBAI MALL EXHIBITION

- GREENWOOD - KHALIFA BAKHIT - KINOKUNIYA BRANDING - AYASO BOUTIQUE AD - MEFCC GAME ZONE ENTRANCE - MEFCC HIS AND HER TEES

- BOUTIQUE HOTEL - TECOM URBAN DESIGN - SMALL BUSINESS ATELIER - WESTCHESTER HOUSE - TUUNICH KANAB HOUSE - TWIN COURTYARD HOUSE - ACADEMY OF COMIC ART - VILLA IN MIRDIFF - HERITAGE VILLA - ECONOMY

UM L U C I CURR AE VIT

EDUCATION September 2009 - May 2014, American University in Dubai, Dubai, U.A.E Bachlors of Architecture (B.Arch) - GPA - 3.26 (Cumulative) - Notable Courses - Film and Architecture, Environmental Psychology, Basic Elements of Landscape Architectural Design, Introduction to Interactive Media - Deanâ&#x20AC;&#x2122;s Honor List - Fall 2011

WORK March 2015 - Present, Ayaso Boutique Freelance Graphic Designer - Conceptualized and executed business cards, booklet advertisements, magazine ads. December 2014 - May 2015, ExtraCake P.R.A, Middle East Film, and Comic Con Architecture & Graphic Design Intern - Worked on Onsite Branding for MEFCC - Billboard, Flyers, Lightbox advert designs - Design lead for MEFCC X TDM (covering original design for brochures, T-shirts, plinths and display cases) - Creating artwork for social media posts on MEFCC Social Media outlets

May 2012 - September 2012, Karama Language and Computer Centre, Dubai, U.A.E Certification in 3DS Max - 3DS Max course taken at KLCC

September 2014 - December 2014, Al Ghaith Architecture Engineering Consultancy Architectural Intern - Worked on execution of Residential Housing Units (ranging from luxury to economy villas) - Assisted in conceptualization of School project

April 2003 - June 2009, Arab Unity School, Dubai, U.A.E O-LEVEL graduate (11 years of school education)

May 2014 - August 2014, Khalifa Bakhit Group of Companies, Dubai, U.A.E Freelance Interior Designer - Head Interior Designer for renovation of JVC Office

LANGUAGES SKILLS

ENGLISH URDU HINDI

FLUENTLY

IN-DEPTH SKILL

EXPERT

INTERMEDIATE

NOVICE

FLOOR PLAN

3D RENDERS

LOGO DESIGN

WEB DESIGN

DIGITAL DESIGN

PRINT/ FLYER

PRINT FLYER POSTER

GRAPHIC DESIGN

GAME OF ARTS MIDDLE EAST FILM AND COMIC CON, EXTRACAKE DUBAI, U.A.E The Dubai Mall and Middle East Film and Comic Con (MEFCC) announced the 2nd edition of its ‘Art Wars’ exhibition series that debuted in 2014. Following on from the original Art Wars, this year MEFCC presented ‘Game of Arts’, a collection of shields, provided by a direct descendant of the last Viking King Sven Estridsen of Denmark, Oddvar Lönnerkrantz, one of the few remaining traditional Viking blacksmiths. In order to advertise the event, a flyer was required. The concept behind the flyer follows the theme of the famous Television Series “Game of Thrones” with the title being a play on the TV Series’ name. The artwork is a combination of art utencils and a sheild, signifying that the bare process of an artist whilst taking part in this display. The background utilizes a grunge outlook for an artistic effect, once again catering to the theme of the event.

DMIM FILMAKERS NIGHT DMIM, EXTRACAKE DUBAI, U.A.E The Dubai Moving Image Museum hosts the DMIM Filmmakers Night, a monthly event that showcases local and regional talent. Presented by Middle East Film & Comic Con, one will enjoy special guest speakers, movie screenings, dynamic Q&A panel, unlimited snack bar, museum access and industry networking With this being a monthly event, posters are required every month to advertise that specific filmmaker’s night. The left poster was inspired by a retro theme for that month’s filmmaker’s night. Therefore, I decided to use an illustration of a film reel in contemporary form, while still maintaining the retro style using a grunge background and a theatrical background. The poster on the right, however, had a comical approach. The concept behind this poster was to incorporate Middle East Film and Comic Con’s ideals and showcase famous media characters as part of a normal crowd looking head on towards the screen, which in turn ended up as the information for the event, thus reinforcing the necessity of attendance.

30 SECOND TO MARS LIVE NATION, EXTRACAKE DUBAI, U.A.E Live Nation Middle East and Dubai World Trade Centre announced the first-ever concert in Dubai by multi-platinum selling American rock band Thirty Seconds to Mars on April 10th, 2015 at the Dubai World Trade Centre Arena. The band is noted for its energetic live performances including their number one hit singles "From Yesterday", "Kings and Queens", and "This Is War" and the band’s fourth studio album "LUST LOVE FAITH + DREAMS" is set to rock Dubai. The poster was originally created for when 30 Seconds To Mars were set to appear during the MEFCC weekend. The design is simple, elegant and straightforward. Using the band’s current album cover art as the background mixed with a black contour to create a blurred outline faired well. The font used in the poster remains faithful to the band’s usual font for album art and other media. Sponsorship from Middle East Film and Comic Con was also added along with other sponsors as a footnote to the poster.

PSA GAMES NIGHT PAKISTAN STUDENT ASSOCIATION, AMERICAN UNIVERSITY IN DUBAI DUBAI, U.A.E Pakistan Student Association is a student cultural club in the American University in Dubai. It upholds Pakistani traditions and customs as activities all year round within the university. Annually the club is required to hold 6 events, 3 per semester. These events usually showcase Pakistani culture for students who have not been exposed to it and for students from Pakistan who are looking for a sense of nostalgia and a familiar community. PSA decided to hold an event out of the cultural norm in Fall 2014. The event was called Games Night. While there were some games that are native to Pakistan like Ludo and Carom, there were some that even foreigners could enjoy without having to go through the hassle of learning the rules for the new game. The concept behind the poster was derived from that. The idea of mixing cultures and letting other people understand our culture meant that the poster had to be something contemporary and modern, more notably; didnâ&#x20AC;&#x2122;t follow a Pakistani style of art. The poster, in turn ended up being a combination of Pakistani colors along with contemporary and modern elements of design.

DONOVAN LAW OFFICE DONOVAN LAW OFFICE BUSINESS BAY DUBAI, U.A.E The Immigration Law Department of Donovan Law specializes in managing the immigration process on behalf of international companies and individuals worldwide. Our expertise is the comprehensive management of the immigration process allowing you to focus on your business and career. The company Donovan Law Office has recently relocated to Dubai from New York and were looking for a change of identity in terms of marketing and product design. Their original design consisted of using monotone and grayscale colors. With the introduction of yellow into the mix and a crisp edge design, the client was very satisfied with the outlook.

LOGO DESIGN

GRAPHIC DESIGN

AYASO BOUTIQUE BUSINESS BAY, EXTRACAKE DUBAI, U.A.E Ayaso Boutique is run by a mother and daughter duo.

Boutique

S's first point of business was to appoint A as the President of the company; she then turned ayaso B (salon) into ayaso Boutique as a portal of fashion and accessories specialising in modest fashion. Shortly after, S built a small team around her which allowed their market to grow internationally with a growing client base in the US, Europe, Middle East and Far East. With Ayaso Boutique recieving a significant amount of success, branding was inevitable. The logo incorporates the face and elegance of a womanâ&#x20AC;&#x2122;s chin shaped into the A of Ayaso, followed by a similar typography. The logo gives a hint of femininity, not only through the chin typography but also through the cursive tendencies of the artwork.

KHALIFA BAKHIT LLC INTERNATIONAL CITY KHALIFA BAKHIT LLC DUBAI, U.A.E Khalifa Bakhit LLC is a real estate agency that caters to the the International City market in Dubai, U.A.E. The company has been active for 12 years starting in 2003 when a man moved from Karachi to live out his dream. Khalifa Bakhit LLC deals not only in International City, but all over Dubai, ranging from exotic areas like Dubai Marina to more densely populated areas like Deira and Bur Dubai. With the company re-doing their image to coincide with their relocation and renovation, a new logo was asked to be designed. The previous logo entailed just the name of the company, however, this time a sleek graphic representing buildings was incorporated into the design. This makes it fairly obvious that the company caters towards real estate and property dealing

KHALIFA BAKHIT REAL ESTATE

INTERNATIONAL CITY SPECIALIST

GREENWOOD LLC INTERNATIONAL CITY GREENWOOD LLC DUBAI, U.A.E With the expansion of Khalifa Bakhit, the owner was able to acquire another license and therefore was capable of opening another company called Greenwood. Greenwood provides expats with fully furnished rental homes when on vacation.

GREENWOOD VACATION HOMES RENTAL LLC.

Greenwood is a brand new company and therefore when Khalifa Bakhit was renovated, the owner asked for a logo design for Greenwood as well. The logo is a combination of a floor plan and the initials of the syllables of Greenwood. The G is ofcourse given more importance over W, which is why the rectangular area of the G was used to represent a furnished floor plan. Not only does that provide a crisp and modern look, it is also elegant and minimalistic

LA VIE JE VEUX JEBEL ALI LA VIE JE VEUX DUBAI, U.A.E LA VIE JE VEUX is a unique service concept, which caters specifically to the demands and needs of expatriates. Their staff consists entirely of expats, who understand the life transition process. They offer customized services specifically designed to create the life you want. From your initial arrival to your final destination, they offer a personalized approach to adapting to your new home. Whether adjusting to a new culture or developing business in a new city, no challenge is too small or large for our team at LVJV. The concept behind the La Vie Je Veux logo is to maintain the elegance of the trade. The idea of the company gives off a very put together and posh vibe, and therefore the logo reflects that, using elegant graphic as the eye catcher while the text is placed in a way that is symmertical to the graphic

DIGITAL DESIGN

GRAPHIC DESIGN

MEFCC LEADERBOARD CHALLENGE

#MEFCC

#MEFCCXTDM

TICKETS ON SALE

#MEFCCXTDM

DIGITAL MANIPU LATION

GRAPHIC DESIGN

B E F O R E A F T E R

BRANDING ADS CARDS

GRAPHIC DESIGN

GREENWOOD LLC INTERNATIONAL CITY KHALIFA BAKHIT LLC DUBAI, U.A.E With the expansion of Khalifa Bakhit, the owner was able to acquire another license and therefore was capable of opening another company called Greenwood. Greenwood provides expats with fully furnished rental homes when on vacation. Greenwood is a brand new company and therefore when Khalifa Bakhit was renovated, the owner asked for a logo design for Greenwood as well.

The logo is a combination of a floor plan and the initials of the syllables of Greenwood. The G is ofcourse given more importance over W, which is why the rectangular area of the G was used to represent a furnished floor plan. Not only does that provide a crisp and modern look, it is also elegant and minimalistic The back of the business card showcases a minimal design for a furnished house seen through a window. This accentuates the companyâ&#x20AC;&#x2122;s goal and purpose

KINOKUNIYA MIDDLE EAST FILM AND COMIC CON DUBAI, U.A.E Every year, heading towards Middle East Film and Comic Con, all stores that are sponsoring the event are allowed to brand and advertise Middle East Film and Comic Con as they please. These A1 stands are the Master Visual for MEFCC 2015. It showcases the MEFCC mascot, Foodog in a striking pose (The Sheikhâ&#x20AC;&#x2122;s sign) accompanied with various slogans from pop culture to promote MEFCC.

AYASO BOUTIQUE AD BUSINESS BAY EXTRACAKE DUBAI, U.A.E

THIS IS HER. THIS IS HER MOMENT. #AsSheSmiled

Boutique

Shop Online At:

www.ayasoBoutique.com @ayasoboutique

With the recent success of Ayaso Boutique, an Ad in the prestigeous Emirates Womenâ&#x20AC;&#x2122;s magazine was required by the owner. The ad utilizes a striking pose from the Ayaso Boutique model, casting an eye toward the logo and slogan. This gives it an interactive and rather dramatic appearance

GAME ZONE ENTRANCE MIDDLE EAST FILM AND COMIC CON DUBAI, U.A.E The Middle East Film and Comic has a section called the Game Zone, which is vast and secluded from the rest of concourse. Therefore it required its own entrance in order to segregate. The concept behind the design was a vortex. The idea was to allow people to experience a change in dimension from one area to another, similar to a vortex but this would be accomplished by using an illusion of black and white frame tilted at 2 degrees at every turn

MEFCC HIS & HERS TEES DUBAI MALL EXTRACAKE, MEFCC DUBAI, U.A.E A week before MEFCC, MEFCC took over Dubai Mall. Activities ranging from exhibitions to auctions to cosplay parades were held at Dubai Mall. In order for the staff of Dubai Mall to be distinguished from their original attire, they requested T-shirts that would show that they are part of the MEFCC event. The concept behind the design was the scratch marks created by the Marvel Comic Book character Wolverine. While this wasnâ&#x20AC;&#x2122;t the full fledge MEFCC event, this was still a part of it, therefore the idea of having the logo as a sneak peak was used. The logo is peering from behind the scratch marks and it appears as though the T-shirt itself has been scratched revealing the logo inside giving it a 3D aspect

STUDIO DESIGN

ARCHITECTURAL DESIGN

BOUTIQUE HOTEL PROJECT LEVEL JUNIOR AMERICAN UNIVERSITY IN DUBAI The Boutique Hotel was designed to cater to the needs of bachlor business men with the idea that majority of their trip would be within the hotel itself The design concept used for this project was a shell. The idea was to contain the business men within the premises itself by creating a closed environment and comminuty within the confined walls of the hotel. Creating a closed off environment required the creation of screens that are used not only as privacy screens but also as a shading device for the interior. Thus the project itself became a closed off box covered in voronoi screens.

TECOM URBAN DESIGN PROJECT LEVEL JUNIOR AMERICAN UNIVERSITY IN DUBAI The objective of the project was to redesign the Tecom area in Dubai due to its inconvenient access and roads. The solution was to use a grid line system to ensure that traffic was minimal while pedestrian acitivity thrived. Along with providing facilities that were not found in the area, the Tecom redesign ensures the zoning is done in such a way that it creates its own little community without having to leave the area.

BUSINESS ATELIER PROJECT LEVEL SOPHOMORE AMERICAN UNIVERSITY IN DUBAI The Business Atelier is a personal project in terms of design because it incorporates elements that reflects my idea of architecture and convert it into a buildable project. The concept used for this design was minimalism. Minimalism is any design or style in which the simplest and fewest elements are used to create the maximum effect. Minimalist architecture simplifies living space to reveal the essential quality of the building and revel in the simplicity of the design. In this case, the oridinary building is enhanced aesthetically with the use of a screen, which not only serves as an aesthetic componenet but also provides shade to the interior.

VOID

DESIGN PRINCIPAL'S OFFICE

VOID

3D MODELING

ARCHITECTURAL DESIGN

WESTCHESTER HOUSE WESTCHESTER, NEW YORK The Westchester House by Richard Meier was assigned as a Sketchup 3D modelling assignment. Using various plugins, I was able to create a free form landscape and minute accurate details ranging from the exterior facade to interior decoration

TUUNICH KANAAB HOUSE SAN BRUNO, YUCATÁN, MÉXICO The Tuunich Kanaab House by Seijo Peon Arquitectos was assigned as an Autodesk Revit 3D Modeling assignment. This beach house was designed for a 3 generation extended family as a summer residence. The elongated terrain is 12.5 meters wide (beach-front) and 170 meters long. The idea for the project was to work in such a way that all the social areas and bedrooms had a relevant link with the ocean, and to create a spatial flow with the volume’s conformation, breaking down the virtual barriers between interior and exterior.

PHOTOSHOP 3D RENDERS

ARCHITECTURAL DESIGN

TWIN COURTYARD HOUSE CHANDIGARH, INDIA

RECEPTION PANTRY

SMALL CONFERENCE

VOID

The house is an attempt to blur the boundaries between exterior and the interior of an urban house. The concept of the house is an illustration of a metamorphosis of eastern spatial interiors and western aesthetics. It was designed for two brothers, on two separate levels yet connected without exposing oneself to the harsh weather conditions.

DESIGN STUDIO

The Twin Courtyard House by Charged Voids was assigned as an Adobe Photoshop rendering assignment

ACADEMY OF COMIC ART PROJECT LEVEL SENIOR AMERICAN UNIVERSITY IN DUBAI The objective behind this project is to provide information on the nature of comics and how introducing an academy of comic art within Dubai would result in increased exposure to this medium. With the increasing popularity of comic culture all over the world due to the â&#x20AC;&#x153;superhero ageâ&#x20AC;? of movies, people, specifically students have started taking an interest in making their own comics, whether it is something as minor as an iPhone app called bitstrips or on a professional level. Furthermore, with the introduction of Middle East Film and Comic Con, public interested in the matter has spiked. In order to further improve comic culture in Dubai, a combination of the Academy of Comic Art and Comic Con is proposed through this project. By expanding on different types, history, origin, layout and architecture of comics, one can deduce the variety that the Academy of Comic Art is going to hold, allowing different comic cultures to bridge the culture gap caused by language barriers.

VILLA IN MIRDIFF MIRDIFF, DUBAI, U.A.E The Villa in Mirdiff is a real life existing project. It was an ongoing project by Al Ghaith Architecture and Engineering consultancy. The villa is a medium sized villa housing 4 bedrooms (not including the maid room). In order for the client to get a take on the elements present in the villa, a presentation drawing was required which I executed while working in the company.

HERITAGE VILLA PROJECT LEVEL SOPHOMORE AMERICAN UNIVERSITY IN DUBAI The Heritage Villa is a project that caters to the needs of an economy family. The concept behind the project was to provide a small villa for a Local Arab family using elements of Arab and Modern architecture. Therefore, using an arabesque pattern as a means of privacy was one of the solutions for the proposal. The house itself contained two bedrooms, a separate majlis for men and a separate one for women. The major struggle was managing to keep the men and women separate within the household itself. Therefore, the best solution was to have the majlis entrance for the males from the outside while the women used the main house entrance. The screen are pre-fabricated and therefore not expensive to mass produce. The house also contains a small courtyard which is a staple in a Local Villa.

THE END