PORTFOLIO ARCHANA MOHAN
SUMMATIVE ASSESSMENT
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CONTENTS
ABOUT ME
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AIMS & OBJECTIVES
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PROJECT BRIEF
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FINAL LOGO DESIGN
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DESIGN PROCESS
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LOGO WATERMARK
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CARD DESIGN
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BRANDING COLLATERALS
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WEBSITE DESIGN
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GOALS & NEXT STEPS
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ABOUT ME
ARCHANA MOHAN
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I am a graphic designer based in UAE who is in a constant search for creative challenges. Over the years of experience as a design professional, I’ve mastered the art of directing designs right from conceptualization to execution, for all kinds of branding collaterals. and my special skills are in designing newsletters, brochures and creative logos. I define myself as a gogetter and an ‘out-ofthe-box’ thinker, who is ambitious, confident and self-motivated.
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Accessible Links: Behance : https://www.behance.net/archana_m Facebook : https://www.facebook.com/archana. mohan.10236 Youtube : https://www.youtube.com/channel/ UCSh17ezvk7oTK8le7Vb6mbg Email: archana.mohan87@gmail.com Mob: +97155 5235525
AIMS & OBJECTIVES
STATEMENT OF CONCEPT AND THEME Theme ‘The Importance of Hand - lettering Type in Design’ Subject Matter The project will examine and explore in detail how the use of typography is significant in the creation of the design for a successful brand. The subheadings I plan to work under will include exploring various techniques and processes of hand lettering, creating 3D textured type through 2D method, exploring Arabic calligraphy, developing calligrams and finally to create a display typeface. Primary Concept Demonstrating the importance of Typography in advertising, specifically in the design field and to differentiate the advantage of hand lettering over digital type.
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PROJECT BRIEF
WORK DEVELOPED IN PRACTICE 2 MODULE Arabic Calligraphy Logo - Tamam The brief was to develop an innovative logo giving emphasis to the Arab Culture and initiate complete branding plan of the rewards programme, which includes creating a loyalty card packed professionally for giving away as gifts to customers, a counter design, website activation and other promotional branding activities. The overall idea of the brief was to be highly creative in designing and use the best possible solution to thank customers in an innovative manner.The name of the logo is ‘TAMAM’, which means perfect in Arabic. The visual of the logo is an icon created with Arabic calligraphy script. The shape of the logo developed has its own autonomy and integrity as a shape in space. The logo developed also represent the shape of Peacock, which is again a frequently used shape in Arabic Calligraphy to produce images of an extraordinarily vivid beauty. The following pages show a series of developmental stages for the logo and the branding activities developed further from the logo.
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FINAL LOGO DESIGN
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FINAL LOGO DESIGN
TA M A M
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DESIGN PROCESS 3
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LOGO WATERMARK
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CARD DESIGN
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BRANDING COLLATERALS
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BRANDING COLLATERALS
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WEBSITE DESIGN
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GOALS & NEXT STEPS
GOALS FOR THE MAJOR PROJECT MODULE For the major project module, the next stages of my project will involve investigating further research and development by examining additional case studies from a wider perspective and exploring various new/traditional techniques used for hand lettering. Visiting exhibitions, conferences and events on a global context, which are relevant to my project, are also in the pipeline. Additionallyfor the outcome of the project, I aim to create a ‘Display Typeface’of every alphabet (I still need to further research on this topic and decide if the typeface will be in uppercase or lowercase) in a creative manner with hand lettering technique.The final outcome of the project will be achieved by conducting an open exhibition /online portal, which will showcase my best works and I shall also update it via social media platforms.
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THANKYOU 22