amy lewin
Graphic Designer
lewinah@gmail.com 224.715.5451 www.amylewindesign.com
GROW CINCINNATI PESCE VODKA ALLSTATE CSR OLAY FRESH EFFECTS HAND MEDIA NOMNOM NATION OPENING MINDS THROUGH ART PUFFS HALLOWEEN TISSUES
GROW CINCINNATI
challenge
A collaborative multidisciplinary project to design and re-brand the Cincinnati Food Hub/Co-op. The project goal was to help create quality jobs in the community, improve the local food systems and enhance Cincinnati’s reputation as a leading green, healthy city.
solution
Our goal was to create a welcoming, interactive, educational food experience for the Cincinnati area. This consisted of 5 parts: distribution center, market, restaurant, education center and a mobile kitchen. We started by identifying our target audience and from there developed our theme, “Grow. Participate. Sustain.,“ which was based off the idea that a food hub functions in a cycle. This cycle was a design element that was taken into account within branding, the physical design of the Food Hub, and all other design aspects.
GROW CINCINNATI | 3
GROW CINCINNATI | 4
GROW CINCINNATI | 5
GROW CINCINNATI | 6
RESTROOMS
PARK
PARKING PARKING
RESTROOMS RESTROOMS
PRODUCEPRODUCE PRODUCE POULTRYPOULTRY POULTRY DAIRY
GROW CINCINNATI | 7
DAIRY DRY DAIRY GOODS
DRY DRYGOODS GOODS
ENSALADAS
TAPAS CALIENTES Piquillos Rellenos $16.75
Ensalada de Rusa $6.99
Roasted red peppers stuffed with ground veal, served with a light sherry sauce
Traditional Spanish potato salad with carrots, peas and shrimp
Papas Fritas $18.99
Gambas y Aguate $6.99
Homemade potato chips served with crumbled blue cheese
Wedge of fresh avocado with cremy shrimp salad
Mejillones Catalan $21.99
Ensalada de la Casa $7.99
Fresh mussels sauteed with anisette, garlic, a touch of cream and parsley
Mixed greens, roasted peppers tomatoes and tossed in vinaigrette
Patatas Bravas $16.99 Fried potatoes tossed with homemade aioli
Chorizo y Pimientos $22.99 Five types of chorizo sausage slived with roasted tomatotes and sweet peppers
TAPAS FRIAS
Espinacas $19.99
Boquerones $7.99
Sauteed spinach with figs, honey and garlic
Anchovies over tomato, onion and cilantro relish
Calamares Fritos $16.99 Tender squid in seasoned flour and fried crispy, served with lemon and paprike aioli
Sardinas $7.45 Spanish sardines with tomatoes and sweet onions
Pollo al Ajillo $16.99 Sauteed chicken with olive oil, garlic, parsley, and Rioja white wine
Pate de Higado de Pollo $7.75 Mousse of chicken liver and Madeira wine
Albondigas $18.99
Baba Ganoush $7.75
Veal, choizo and pork meatballs in a piquant tomato sauce
Roasted eggplant with tahini, garlic and olive oil Served with toast points
Croquetas de Pollo $16.75
Esparragos $8.99
Fresh chicken and Serrano ham folded into bechamel and deep fried
Fresh grilled asparagus with field greens and aioli
Croquetas de Bacalao $11.99 Codfish folded into bechamel and deep fried
Corazonew de Alcachofas $9.99 Marinated artichoke hearts, sweet onions, hearts of palm and caper berries
Pipirrana $8.75 Salad with fabada beans, cucumbers, capers, tomatoes and onion in Jerez vinegar
POSTRES
Garbanzo Hummus $9.99
Flan Lorena $5.99
Traditional puree of garbanzo beans, olive oil and roasted garlic Served with toast points
A rich, dense version of the popular Spanish custard
Champinones del Monte $7.99
Tres Leches $4.99
Grilled and marinated woodland mushrooms with garlic, olive oil, fresh herbs and sherry
Our version of the famous meringue cake with fresh cream and nutmeg
Mejillones Ahumados $8.99
$4 SANGRIA & $6 MOJITOS ALL NIGHT LONG!
Smoked Spanish mussels with tomatoes and onions
grow
participate
sustain
GROW CINCINNATI | 8
GROW CINCINNATI | 9
PESCE VODKA
challenge
Create a brand, identity and stationary system for a company of your choice based off the Italian word for fish “pesce.�
solution
I chose to design a logo and brand for Pesce Vodka, a fictitious distillery based in Chicago which prides itself on its Midwestern made-from-scratch distillation process. The logomark was designed after extensive brainstorming, target market research and exercises of logo exploration in multiple mediums. My brand appeals to its fun but tasteful customers while staying true to its homegrown roots.
PESCE VODKA | 11
PESCE VODKA | 13
500 North Fisher Chicago, IL 60601 847.998.2716 www.pesce.com
500 North Fisher Chicago, IL 60601 847.998.2716 www.pesce.com
PESCE VODKA | 14
Twist up your party with new
PESCE TWIST flavors
PESCE VODKA | 15
ALLSTATE CSR
In 2011 we consolidated much of our office space, upgraded our corporate headquarters and achieved LEED certification in additional facilities and data centers. These efforts contributed to our goal of reducing energy consumption by 20%. By closing XX facilities, we reduced our overall real estate footprint by XX%. We also continued to make progress on our paperreduction efforts, both internally and with our customers.
Reduced Energy Consumption by
Reduced Overall Real Estate Footprint by
20 % Reduced Energy Consumption by
9
20
Reduced Energy Consumption
%
Values: Honesty, caring, integrity Inclusive diversity Engagement Accountability Superior Performance
by 2015
XX%
%
Reduced Overall Real Estate Footprint by
20
,C
ARIN
G,
ENG
E
I
EN
HO
AG
M
N
Y ITY ST EG R Reduced EEnergy Consumption by T N
SUPERIOR P E R FO R M A N C
AC
CO
challenge
%
INCL DIVE USIV RS E IT Y
U N TA B I L I T Y
T
20 Allstate Values
Internally and with
Customers
Reduced Paper Usage & Waste
Internally and with
Customers
Reduced Reduced Paper Overall Real Estate Footprint Usage & Waste
%
of Allstate’s Total Procurement with businesses owned by minorities, women, veterans and members of the lesbian, gay, bisexual, and transgender community
XX%
Reduced Paper Usage & Waste
%
XX
y all ernwith ers Int andtom s Cu
Allstate Values
Reduced Overall Real Estate Footprint by
XX
%
Reduced Paper Usage & Waste
Internally and with
Customers
E
Design Allstate’s 2011 Corporate Social Responsibility (CSR) Website with McGuffin Creative Group.
solution
I was part of a team to develop several concepts for Allstate’s CSR website during my internship with McGuffin Creative Group. My concept was selected and further developed when designing the CSR site. I worked with the organizational content of the website, developed a structured site map, designed and implemented interactive infographics and worked on the initial phases of the design of the interactive PDF report and the printed report.
ALLSTATE CSR | 17
ALLSTATE 2011 CSR ONLINE REPORT Site Map - 6.27.12
Allstate Home About Allstate
Corporate Social Responsibility Home
About This Report
Report Archives
2011 CSR Report
Goal Highlights for C. D. E. F.
A. Our Commitment A1: Letter from CEO A2: Letter from Social Responsibility Officer A3: 2011 Key Performance Indicators and Goals
B. Company Overview B1: Organizational Profile B2: CorporateGovernance B3: Ethics and Integrity B4: Inclusive Diversity
C. Stakeholders C1: Our Customers C2: Employees C3: Agency Owners
D. Business Practices D1: Risk Management D2: Investment and Asset Management D3: Supply Chain Sustainability D4: Case Study D5: Corporate Iniatives in Public Policy D6: External Initiatives
E. Environment E1: Efforts to Reduce Energy Consumption and Emissions E2: Waste Management and Recycling E3: Efforts to Reduce Water Usage E4: Paper Reduction E5: Building Greener Buildings
F.Social Impact
G. Public Policy
F1: Allstate Foundation F2: Financial Empowerment for Domestic Violence Survivors F3: Teen Safe Driving F4: Natural Disaster Preparedness F5: Allstate in Communities F6: Corporate Contributions
速
creative group inc.
ALLSTATE CSR | 18
ALLSTATE CSR | 20
ALLSTATE CSR | 21
OLAY FRESH EFFECTS
challenge
In an effort to help Olay win with younger users, Procter and Gamble approached my Senior Capstone class with the challenge of exploring new marketing vehicles and tactics to drive awareness and ultimately sales of their new line, Fresh Effects. Areas to consider included: first moment of truth, social media, and a unique initiative to increase the success of the line’s new launch.
solution
My team, a collaborative effort of marketers and designers, came up with a campaign called, “Put Your Best Face Forward.” This campaign aimed to reach our target market, women ages 18-35, who no longer use acne products, but are not ready for anti-aging products. We designed and developed strategic suggestions of shelf-location, end-caps, branded stand alone shelving, floor graphics, vertical signage and an augmented reality application that allowed smartphone users to interact with the product and receive a special coupon. A unique component to our FMOT strategy was our “Girl On The Go Pack,” which included Fresh Effects samples and other P&G products to be provided to our users at targeted events and places where our users frequent; art fairs, 5K’s, concerts, hotels and gyms. Our social media tactics aimed to provide our users with a genuine interaction, insider information, and lifestyle tips and tricks from other users. OLAY FRESH EFFECTS | 23
Becoming more {BEAUTIFUL} “Gen Y wants to be inspired to take small steps today to become more beautiful tomorrow.”
Building {POSITIVE CHANGE} “Gen Y is optimistic about the future. She believes in her potential to become great and cherishes where she comes from.”
Actively {PARTICIPATING} “Gen Y wants to effortlessly participate to something bigger than herself. She believes in the power of many and in celebrating her own contributions.” OLAY FRESH EFFECTS | 24
OLAY FRESH EFFECTS | 25
OLAY FRESH EFFECTS | 26
OLAY FRESH EFFECTS | 27
OLAY FRESH EFFECTS | 28
OLAY FRESH EFFECTS | 29
HAND MEDIA
challenge
Design and create various Letterpress and Watercolor class and personal projects.
solution
Letterpress pieces designed and hand set by Spring 2012 Letterpress course at Miami University. Featured pieces include: –Urbanity postcard series–a play off of Urban dictionary definitions –Collaborative quote project revolved around the concept of “Good vs. Evil” –Ellen Lupton lecture poster–designed by Amy Lewin & Katie Scott Personal Projects –Miami University coasters –Portrait watercolor postcard series –Various watercolor drawings
HAND MEDIA | 31
HAND MEDIA | 32
HAND MEDIA | 34
NOMNOM NATION
challenge
Startup Weekend Miami University is a 48 hour immersion event where business ideas are pitched, teams are formed and ideas are developed within one weekend.
solution
Our idea, NomNom Nation, is a mobile application designed to make donating to local food pantries easier. During Startup Weekend, we branded our idea, created wireframes and user interfaces, conducted market research and tested the user experience of our product. Ideas were judged by local entrepreneurs on business model, customer validation and overall execution: our team ended up winning first place. We chose to continue to develop NomNom after Startup Weekend and worked with student developers over the past year to make this idea a reality.
NOMNOM NATION | 39
NOMNOM NATION | 40
NOMNOM NATION | 41
OPENING MINDS THROUGH ART
challenge
Create an engaging campaign that will get students and community members excited about Opening Minds through Art (OMA). This campaign will include designed marketing materials urging people to volunteer or get involved with their community OMA program.
solution
The theme of my Senior Thesis was “Design for Social Good.“ I chose to help Opening Minds through Art, (OMA), an intergenerational art program for people with dementia. After defining the problem I wanted to address, conducting target market research, creating prototypes and then refining each prototype through several phases, I came up with the campaign,“Give & Gain.“ The campaign includes a poster series, postcards, booklet, invitations, buttons, and apparel design. The campaign was integrated into the design of a blog, and an outlined social media plan for how OMA could expand their audience.
OPENING MINDS THROUGH ART | 43
Initial Prototypes 1. Re-brand OMA
Give OMA an updated look and feel, and apply this new brand to a website layout.
OPENING MINDS THROUGH ART | 44
Initial Prototypes 2. OMA Kit
This kit will be available for nursing homes looking to start or expand an intergenerational art program. It will include, printed materials about the program, research, one pack of OMA postcards, and an example OMA art project with necessary art supplies to complete the project.
OPENING MINDS THROUGH ART | 45
Initial Prototypes 3. Big Picture Campaign
Use data visualization methods and infographics to help the program display their research visually, as well as increase volunteer numbers and help promote the program on campus.
OPENING MINDS THROUGH ART | 46
Design Revisions After the midterm review, I moved forward with the “Big Picture Campaign.” The campaign itself evolved to focus on what volunteers gain when they give back through OMA. The slogan became “Give & Gain. Volunteer with OMA.“ The goal of the campaign was to get people excited about volunteering with OMA, highlighting all the benefits of giving back. I developed an infographic style approach to visually show students what they will gain from giving.
Find your career path.
Connect with your community.
Have a 90 year old best friend.
Make meaningful relationships.
Find your career path.
Connect with your community.
Learn about yourself.
Have a 90 year old best friend.
Make meaningful relationships.
Learn to better cope with challenges.
Learn about yourself.
Learn to better cope with challenges.
OPENING MINDS THROUGH ART | 47
Do it just for the fun.
Do it just for the fun.
OPENING MINDS THROUGH ART | 48
Channel your inner artist! Come paint a masterpiece with OMA. No experience necessary! Get step-by-step guidance from professional painter, Irene Friedman. Supplies are provided. Cost is $10. Come early to choose your seat and enjoy treats!
Please join us in honoring our OMA artists at
The Spring 2013 Art Exhibition Friday, April 12 from 6:00-8pm Oxford Community Arts Center 10 S. College Ave
Wednesday, April 17 from 6:30-9pm Oxford Community Arts Center 10 S. College Ave Proceeds help support Opening Minds Through Art (OMA), and funt art programming for local elders with dementia. RSVP by April 5th to MiamiRSVPOMA@gmail.com
OPENING MINDS THROUGH ART | 49
Opening Minds Through Art
You will make your own version of this painting on a 12x16 inch ready-to-hang canvas!
This event is free and open to the public and is a great opportunity to celebrate the work of all of our OMA artists. Hope to see you there!
Opening Minds Through Art Cedar Village� Miami University
“The more I look at it, the more beautiful it gets… ” –OMA Artist
“The more I look at it, the more beautiful it gets… ” –OMA Artist
OPENING MINDS THROUGH ART | 50
Opening Minds Through Art An Intergenerational Art Program for People with Dementia Each week students and community members give back by volunteering with Opening Minds Through Art (OMA). See what you could gain!
Find your career path. Want to learn more about getting involved with OMA? Check us out!
An Intergenerational Art Program for People with Dementia Each week students and community members give back by volunteering with Opening Minds Through Art (OMA). See what you could gain!
Connect with your community. Want to learn more about getting involved with OMA? Check us out!
OPENING MINDS THROUGH ART | 51
An Intergenerational Art Program for People with Dementia
Each week students and community members give back by volunteering with Opening Minds Through Art (OMA). See what you could gain!
Have a 90 year old best friend. Want to learn more about getting involved with OMA? Check us out!
An Intergenerational Art Program for People with Dementia Each week students and community members give back by volunteering with Opening Minds Through Art (OMA). See what you could gain!
Do it just for the fun. Want to learn more about getting involved with OMA? Check us out!
PUFFS
challenge
Work with Interbrand to develop Halloween themed tissue boxes for Puffs that would be placed in Target stores.
solution
I developed a unique theme along with characters and personalized settings for each of my boxes. Each character has a background story, secondary character, key color palette and personalized home elements. My style guide further explains the usage of each character’s elements along with specific “Do’s” and “Don’ts.” My theme was based on four characters who live on Goblin Alley in Spooky Town. Each box invites viewers into a new character’s home. The goal of my concept was to be fun for kids to interact with, but still visually appealing to moms who would ultimately be purchasing the boxes.
PUFFS | 53
Vinny, Frankie, Marvin and Wendy are all best friends living on Goblin Alley in Spooky Town. It’s Halloween time and they each want to welcome you into their homes and give you a taste of how they prepare for the coming trick-or-treaters. Axel the bat, Calvin the spider, Felix the cat, and Bolt the mouse will show you a different side of each of their owner’s homes. They all want a chance to show you their homes so you might see them inside each other’s homes inviting you to the next home!
PUFFS | 54
Core Colors: c0m48y75k51
c22m0y85k0
PUFFS | 55
c70m15y0k0
c1m19y90k0
c50m0y100k0
c35m100y35k10
Secondary Colors: c9m47y95k0
c4m4y23k0
c31m29781k2
c0m35y85k0
c98m63y30k13
c0m5y12k3
c48m44y96k21
c74m31y43k18
c33m76y95k35
c22m34y18k0
c58m61y0k0
c0m0y0k100
c25m100y100k24 c0m0y0k0
Jack-O-Lantern ABCDEFGHIJKLMNOPQ RSTUVWXYZ 123456789:;.,!?$
A Font with Serifs ABCDEFGHIJKLMNOPQ RSTUVWXYZ 123456789:;.,!?$
PUFFS | 56
Vinny Vinny is a little vampire living in an old mansion. You can usually find him in his immaculate room with his blankey and pet bat, Axel. He is quite the prankster, and loves to surprise all of his neighbors. Don’t let this mischievous joker fool you, he is actually easily frightened! Especially by Wendy’s cat Felix
Body positions and facial expressions:
Each facial expression can be interchanged with the sample body positions.
Axel the bat:
Axel is Vinny’s pet bat and should be used as a secondary character. He does not need to be in every scene. He should be placed in the background, but should clearly stand out from Vinny’s house elements.
PUFFS | 57
Key Color Palette: c9m47y95k0
c98m63y30k13
c25m100y100k24
c33m76y95k35
Use this color palette for all aspects relating to Vinny. Any elements used within his house should use this color palette as well. Lightening the opacity of each color is allowed for background elements.
House backdrop:
This backdrop is used only for Vinny. It is an example of how you could lay out his house.
House Elements:
The following house elements are specifically for Vinny’s house. They should not be applied to any other character’s house.
The designer can mix and match elements from the bottom selection at his or her choice, applying the proper color palette. These are not specific to Vinny, and can be used in other houses.
*Elements are not drawn to scale. Designer should place items relative to actual proportions.
PUFFS | 58
Frankie Frankie lives in the basement of his parent’s laboratory. Body positions and facial expressions: He likes to play around with all of his lab equipment, and is always open to having his friends over. Frankie’s pet rat, Bolt, loves to be the center of attention, and can usually be found eating whatever food he can find.
Key Color Palette: c70m15y0k0
c1m19y90k0
c48m44y96k21 c31m29781k2
Each facial expression can be interchanged with the sample body positions.
PUFFS | 59
c58m61y0k0
Use this color palette for all aspects relating to Frankie. Any elements used within his house should use this color palette as well. Lightening the opacity of each color is allowed for background elements.
Bolt the rat:
House backdrop:
Bolt is Frankie’s pet rat and should be used as a secondary character. He does not need to be in every scene. He should be placed in the background, but should clearly stand out from Frankie’s house elements. To make him more visible, try placing him on top of house elements instead of on the ground.
This backdrop is used only for Frankie. It is a basic layout of his basement. Elements should be added in the foreground.
House Elements:
The following house elements are specifically for Frankie’s house. They should not be applied to any other character’s house.
The designer can mix and match elements from the bottom selection at his or her choice, applying the proper color palette. These are not specific to Frankie, and can be used in other houses.
*Elements are not drawn to scale. Designer should place items relative to actual proportions.
PUFFS | 60
Wendy Wendy is the goody two-shoes of the block. She loves Body positions and facial expressions: practicing her spells on her cat Felix who is very skittish. Wendy is very friendly and welcoming into her home. Don’t let her jars of brains and eyeballs scare you, she’s a good little witch!
Each facial expression can be interchanged with the sample body positions.
Felix the cat:
Felix is Wendy’s pet cat and should be used as a secondary character. She does not need to be in every scene. She should be placed in the background, or at Wendy’s side but should clearly stand out from Wendy’s house elements.
PUFFS | 61
Key Color Palette: c50m0y100k0
c35m100y35k10
c74m31y43k18
c0m35y85k0
Use this color palette for all aspects relating to Wendy. Any elements used within this house should use this color palette as well. Lightening the opacity of each color is allowed for background elements.
House backdrop:
This backdrop is used only for Wendy. It is an example of how you could lay out her house.
House Elements:
The following house elements are specifically for Wendy’s house. They should not be applied to any other character’s house.
The designer can mix and match elements from the bottom selection at his or her choice, applying the proper color palette. These are not specific to Wendy, and can be used in other houses.
*Elements are not drawn to scale. Designer should place items relative to actual proportions.
PUFFS | 62
Marvin Marvin is a messy little mummy. His ancient home is filled with treasures and fun elements to explore. His pet spider, Calvin, and him love to play together, but usually make a mess, that takes them a while to clean up. He wants to tidy up before his Halloween visitors come!
Body positions and facial expressions:
Key Color Palette: c9m47y95k0
c98m63y30k13
c48m44y96k21 c31m29781k2 c58m61y0k0
Each facial expression can be interchanged with the sample body positions.
Calvin the spider:
Calvin is Marvin’s pet sider and should be used as a secondary character. He does not need to be in every scene. He should be placed in the background, but should clearly stand out from Marvin’s house elements.
PUFFS | 63
Use this color palette for all aspects relating to Marvin. Any elements used within his house should use this color palette as well. Lightening the opacity of each color is allowed for background elements.
House backdrop:
This backdrop is used only for Marvin. It is an example of how you could lay out his house.
House Elements: The following house elements are specifically for Marvin’s house. They should not be applied to any other character’s house.
Because of the uniqueness of his home, and the stylistic approach, there are no secondary elements that apply to the other homes.
*Elements are not drawn to scale. Designer should place items relative to actual proportions.
PUFFS | 64
PUFFS | 65