Ashlee Rice Portfolio

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persona: /mask / ( latin)

Selected Works— Ashlee Rice Years 2014 –2017

(e ngli sh)

S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

Selected Works— Ashlee Rice Years 2014 –2017

S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

“A kind of mask, designed to make a definite impression upon others.” —Carl Jung

Introduction. In psychology, “Persona” is the self that one presents to the world and therefore is the self that is perceived and judged by others. Persona literally means “mask” in latin. As graphic designers we use various mediums to present a brand, a product and even ourselves to the world. We must be mindful of our presentation and how it will be perceived by the target audience. Through the creative process a persona is formed that captures the best qualities in any particular brand, event, product or person. Whether consciously or subconsciously, the target audience responds to and forms a connection with that persona. It's not just a company or a product anymore, it's a persona people can relate to, get to know and love. This portfolio is full of projects with their own personas, each different from the last. I want to show the beauty in variety because the world takes all kinds.

S E L E C T E D W O R K S ­— A S H L E E R I C E

Contact­— Ashlee Rice 925.577.1563 ashlee.rice21@gmail.com ashleerice.com Academy of Art University 79 New Montgomery St. San Francisco, CA 94105 Director Mary Scott Copyright © 2017 Ashlee Rice All Rights Reserved. No part of this book may be reproduced or transmitted in any form.

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PERSONA: /MASK /

Dedicated to— My beautiful mother and my brilliant teachers and mentors.

personas

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PERSONA: /MASK /

01

02

03

The Keeper—

The Hero—

The Millennial—

Dwell

SFFD 150th Anniversary

Plugged In

User Experience + Interaction

Event Website + Campaign

Experimental Typography Book

p.10-27

p.28-45

p.46-71

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05

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The Environmentalist—

The Golfer—

The Farmer—

Reformation Promotional Print Piece

PGA Branding

Eat Like Your Grandparents TED Conference Brochure

p.72-89

p.90-111

p.112-129

07

08

09

The Crafter—

The Architect—

The Trendsetter—

Fabrix Branding for Retail

Pixels Futuristic Conference Promotion

Rothy's Revolutionary Footwear Brand

p.130-147

p.148-169

p.170-189

S E L E C T E D W O R K S ­— A S H L E E R I C E

01 Instructor Michael Taylor Course Graphic Design 3 Semester Spring 2016

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PERSONA: /MASK /

P E R S O N A 0 1 —

The Keeper—

A quiet observer. Mindful and attentive. Conscientious and detail oriented about people and objects. native iPhone functions. Learn the tools for crafting a thoughtful, and engaging user experience, as well as the constraints when designing for mobile, touch interfaces. Apply design skills in layout, type and color in such a way as to quickly communicate and guide the user through an interactive space. Solution. Dwell is a mobile application that accompanies a home automation system designed for the home of the future. The system and mobile application work together to provide ultimate comfort, ease and security to the user. Dwell is designed to appeal to affluent homeowners ages 35 to 50. The app is based on sophisticated technology that learns user behavior in order to make accurate predictions and helpful suggestions. A unique aspect of the app that sets it apart from the competition is its eco-mode. The app makes suggestions on how to be more eco-friendly within the

DWELL: /USER E XPERIENCE + INTERACTION/

Research and design an app that is unique, native to mobile and leverages three

Brief. Learn how to create a well-considered, mobile, on-screen, user experience.

home by helping to save water, reduce waste, and lower energy use.

Deliverables

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S E L E C T E D W O R K S ­— A S H L E E R I C E

Mood— To live in the sustainable home of the future, the app should be subtle, sophisticated, light and airy. The color palette is mostly white with touches of green to bring in the environmental aspect.

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PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

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S E L E C T E D W O R K S ­— A S H L E E R I C E

User Research ­— Several weeks were spent doing preliminary research on potential users before any design work began. User surveys and interviews helped to gain valuable insight into the user's wants and needs.

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PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

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S E L E C T E D W O R K S ­— A S H L E E R I C E

Wireframes— Wireframes represent the structure of the app, stripped of any visual design or branding elements, in order to focus on user interaction.

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PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

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S E L E C T E D W O R K S ­— A S H L E E R I C E

dwell

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PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

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S E L E C T E D W O R K S ­— A S H L E E R I C E

02 Instructor Thomas McNulty Course Graphic Design 2 Semester Fall 2015

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PERSONA: /MASK /

P E R S O N A 0 2 —

The Hero—

Tactical and bold. Willing to take risks. Lives in the moment and dives into action. Spring 2015. The SFFD was in need of an event logo, website and advertising campaign for their upcoming 150th anniversary. Two teams of students joined forces and worked for three months on this project. The challenge was to celebrate the rich history of the fire department in a modern and forward thinking way, so that the men and women of the fire department could commemorate all of the hard work and dedication over the past 150 years while having fun and looking forward to the next 150 years. Solution. Working with a team of students, we came up with the concept for the event campaign. “Celebrate like it's 1866.” Firefighters work tirelessly to protect the city and they deal with serious situations everyday on the job. Therefore, we

SFFD: /EVENT WEBSITE + CAMPAIGN/

Brief. The San Francisco Fire Department partnered with the Academy of Art in

wanted to give them a year of events they could really look forward to, where they could let loose and enjoy themselves. The system we created for the campaign was intended to generate excitement amongst the members of the SFFD and to motivate the community of San Francisco to come out and learn about the fire department.

Deliverables

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 2 —

S F F D : / E V E N T W E B S I T E + C A M P A I G N /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 2 —

S F F D : / E V E N T W E B S I T E + C A M P A I G N /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 2 —

S F F D : / E V E N T W E B S I T E + C A M P A I G N /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 2 —

S F F D : / E V E N T W E B S I T E + C A M P A I G N /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 2 —

S F F D : / E V E N T W E B S I T E + C A M P A I G N /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 2 —

S F F D : / E V E N T W E B S I T E + C A M P A I G N /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 2 —

S F F D : / E V E N T W E B S I T E + C A M P A I G N /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 2 —

Design Team­—

Ashlee Rice Adriana Romhanyi Ashley Chang Alexander Koenig-Winqvist Cinny Lee Miles Vollenweider Hannah Ray Yirui Qian Alireza Jajarmi

S F F D : / E V E N T W E B S I T E + C A M P A I G N /

Creative Director: Thomas McNulty

Kyle Fiore Carissa The Seen Ringkapan Jelita Aldrich

Special Thanks to­— Chief Joanne Hayes-White AAU President Elisa Stephens Mindy Talmadge David Ebarle Director Mary Scott Director Phil Hamlett Astra Sodarsono (logo designer) Chiara Headrich (photographer)

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S E L E C T E D W O R K S ­— A S H L E E R I C E

03 Instructor John Nettleton Course Typography 3 Semester Spring 2016

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PERSONA: /MASK /

P E R S O N A 0 3 —

The Millennial—

Seeks affirmation from others. Concerned with trends, appearance, and social status. audience. Develop a design system that can be carried across a variety of mediums in a consistent yet intriguing way. The deliverables include a sixty page experimental coffee table book, a promotional poster and a website. The target audience is designers, artists, art and book collectors. The book should be a high end collectors edition sold by specialty book stores and museums. Solution. The Internet is a mechanism for information dissemination, and a medium for collaboration and interaction between individuals and their computers. Rapid advances in technology come with consequences both positive and negative. This book looks into how technology is affecting the humans who use it and what that could mean for the future. To convey this idea, I brought elements from the

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

and layout to express a concept while clearly communicating information to the target

Brief. Choose a topic in the area of science, technology, or sociology. Use typography

digital world into print design. The techniques of obscuring people’s faces represents the anonymity and disconnection of forming and maintaining relationships online as opposed to face to face interaction.

Deliverables

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S E L E C T E D W O R K S ­— A S H L E E R I C E

Mood— This project takes a look at technology and people now and in the future, therefore the look and feel is a combination of trendy and futuristic.

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PERSONA: /MASK /

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 3 —

P LWUEGL G D L :E D / UISNE: R/ EEXXPPEERRIIM EN EN CT E A+L ITNYTPEER B AC O TOIKO/N /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

PLUGGED IN_ Evolution of Man & The Machine

< Home >

< The Book >

< Gallery >

< More Info >

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PERSONA: /MASK /

+ + + +

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

PLUGGED IN_ Evolution of Man & The Machine

< Home >

+ +

< The Book >

< Gallery >

< More Info >

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PERSONA: /MASK /

+ +

P E R S O N A 0 3 —

The Internet is at once a world-wide broadcasting capability, a mechanism for information dissemination, and a medium for collaboration and interaction between individuals and their computers. Rapid advances in technology always come with consquences both positive and negative. This book looks into how technology affects the humans who use it.

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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PERSONA: /MASK /

P E R S O N A 0 3 —

P L U G G E D I N : / E X P E RI M E N TA L T Y P E B O O K /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

Instructor Eszter Clark Course Visual Systems 2 Semester Fall 2016

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PERSONA: /MASK /

P E R S O N A 0 4 —

The Environmentalist—

A creative and sociable free spirit. A true idealist, always eager to help a good cause. and design a seasonal or bi-annual promotional print piece. This can be any interpretation of a catalog or direct mailer. Complete extensive research on the chosen company to find something that is unique, to use in developing a strong concept. The ultimate goal of the mailer is to tell the brand story while promoting the product in a memorable way. Solution. I chose Reformation, a relatively new sustainable clothing brand. Historically, the fashion industry is extremely wasteful, and polluting. In my research, I learned that cotton is harmful to the environment due to the large amount of water it needs and the pesticides sprayed on it. Reformation addresses this issue by using alternative materials to make their clothing, including a renewable plant-based fiber made from eucalyptus trees. This unique attribute turned into the concept for the piece. The main catalog features the “F*ck Cotton Collection.” There is also a mini

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

Brief. Choose an existing store or company that manufactures a line of products

book inside, that serves as a sneak peek to an upcoming collection inspired by the vibrant colors of the rainbow eucalyptus tree. I used humor, color, and bold typography to address a serious problem, in a positive, solution-oriented way.

Deliverables

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 4 —

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 4 —

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 4 —

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 4 —

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 4 —

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 4 —

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 4 —

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 4 —

RE FO RM AT I O N : / P R O M OT I O N A L P RI N T P I EC E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

01 05 Instructor Instructor Michael Taylor Thomas McNulty Course Course Graphic Design 3 Branding 2 Semester Semester Spring 2016 Fall 2016

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PERSONA: /MASK /

P E R S O N A 0 5 —

The Golfer—

Confident and focused. Adheres to established rules and guidelines. Completes each goal with accuracy and patience. a taxi cab company, airlines or sports venue. Responsibilities include creating a new symbol, wordmark or combination mark for the company of choice. Understand the methodology in graphic systems including color, graphics and typography. Develop comprehensive identity solutions by showing precise placement of the new identity on a variety of applications such as stationery, advertising, merchandise, uniforms,

P G A : / B R A N D I N G /

Brief. Create a new identity, application system and graphic standards manual for

etc. Emphasis is placed on the visual continuity of the new brand system. Solution. I decided to challenge myself by selecting The Professional Golfers’ Association of America (PGA). The PGA is an organization of golf professionals made up of more than 28,000 men and women. The PGA of America’s undertaking is to establish and elevate the standards of the profession and to grow interest and participation in the game of golf. The idea behind the new identity is to honor history and tradition with sophisticated typography, while embracing the present with a modern and sleek symbol. The symbol itself is a graphical interpretation of a golf ball and tee. The new system is simple and bold, and holds up against other strong logos in the sports arena.

Deliverables

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S E L E C T E D W O R K S ­— A S H L E E R I C E

Mood— The new look and feel for the PGA is All-American with a red, white and blue color palette. I was going for athletic, sleek, modern, combined with a hint of tradition, sophisitication and prestige.

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PERSONA: /MASK /

P E R S O N A 0 5 —

P G A : / B R A N D I N G /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 5 —

P G A : / B R A N D I N G /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 5 —

P G A : / B R A N D I N G /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

10 0

PERSONA: /MASK /

P E R S O N A 0 5 —

P G A : / B R A N D I N G /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

10 2

PERSONA: /MASK /

P E R S O N A 0 5 —

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S E L E C T E D W O R K S ­— A S H L E E R I C E

10 4

PERSONA: /MASK /

P E R S O N A 0 5 —

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 5 —

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 5 —

P G A : / B R A N D I N G /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 5 —

P G A : / B R A N D I N G /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

112 1 12

PERSONA: /MASK /

P E R S O N A 0 5 —

P G A : / B R A N D I N G /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

06 Instructor Megumi Kiyama Course Visual Systems 1 Semester Spring 2016

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PERSONA: /MASK /

P E R S O N A 0 6 —

The Farmer—

Perceptive, and unfiltered. Adaptable and independent. Cultivates the land and reaps the rewards. skills in layout and typography to educate and influence an audience on an important topic affecting the world today. The deliverable for this project is a printed multi-page brochure with a minimum of sixteen spreads. The brochure must be visually beautiful and thought-provoking. The main objective is to educate the audience in a clear and intriguing way as to make a lasting impression. Solution. I chose to design a brochure on the topic of healthy eating and diet in the United States. “Eat like your Grandparents” tells the story of the Standard American Diet, how it has changed over the years, and what needs to be done to look forward to a healthier more sustainable future. It is known that obesity and diet related health problems are a huge issue facing Americans today. One hundred years ago, before

E A T : / T E D C O N F E R E N C E B R 0 C H U R E /

Brief. Select and research a topic that would likely be featured on a TED talk. Use

the commercialization of processed foods, people naturally ate local and organic. In recent years, eating that way again has become more popular but to resolve the issues facing Americans today, it has to be more than a trend but a new way of life.

Deliverables

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S E L E C T E D W O R K S ­— A S H L E E R I C E

Mood— The mood for this brochure is rustic, organic, and natural. It features stunning food photography to drive home the farm to table message of the TED conference.

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PERSONA: /MASK /

P E R S O N A 0 6 —

E A T : / T E D C O N F E R E N C E B R O C H U R E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

P E R S O N A 0 6 —

E A T : / T E D C O N F E R E N C E B R O C H U R E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

12 0

PERSONA: /MASK /

P E R S O N A 0 6 —

S E L E C T E D W O R K S ­— A S H L E E R I C E

12 2

PERSONA: /MASK /

P E R S O N A 0 6 —

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PERSONA: /MASK /

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PERSONA: /MASK /

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PERSONA: /MASK /

P E R S O N A 0 6 —

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S E L E C T E D W O R K S ­— A S H L E E R I C E

13 0

PERSONA: /MASK /

P E R S O N A 0 6 —

E A T : / T E D C O N F E R E N C E B R O C H U R E /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

Instructor Thomas McNulty Course Branding 2 Semester Fall 2016

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PERSONA: /MASK /

07

P E R S O N A 0 7 —

The Crafter—

Charming and sweet, with a do-it-yourself mentality. Starts little projects and makes pretty things. system, product applications, building signage, and merchandise. Think about how the new identity system improves upon the current system. Consider how the system will set the retail company apart from surrounding brands. Lastly, think about how the new identity will create an improved customer experience. Solution. I chose Fabrix, a fabric store located in San Francisco. It sells quality fabric and trims from designers, mills and manufacturers. Featuring better fabrics, but also inexpensive fabrics, as well as buttons, zippers, lace, ribbons and trims. Fabrix

FA B RI X : / B R A N D I N G FO R RE TA I L /

Brief. Choose an existing retail company and redesign their entire image and identity system. This includes, a new brand identifier, brand typography, a stationery

is popular with small designers, students, artists, sewing clubs and beginning and expert crafts persons. During research and site visits, I found discount fabric stores lacking sophistication in branding and organization in their large warehouse stores. My new branding system for Fabrix is designed to give the store a light and charming look and feel. The new retail space is meant to be a cross between a boutique and showroom for curated fabrics that will give the customer a more intimate experience.

Deliverables

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F A B R I X : / B R A N D I N G F O R R E T A I L /

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13 6

PERSONA: /MASK /

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F A B R I X : / B R A N D I N G F O R R E T A I L /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

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PERSONA: /MASK /

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F A B R I X : / B R A N D I N G F O R R E T A I L /

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S E L E C T E D W O R K S ­— A S H L E E R I C E

14 0

PERSONA: /MASK /

P E R S O N A 0 7 —

F A B R I X : / B R A N D I N G F O R R E T A I L /

141

S E L E C T E D W O R K S ­— A S H L E E R I C E

142

PERSONA: /MASK /

P E R S O N A 0 7 —

F A B R I X : / B R A N D I N G F O R R E T A I L /

14 3

S E L E C T E D W O R K S ­— A S H L E E R I C E

14 4

PERSONA: /MASK /

P E R S O N A 0 7 —

F A B R I X : / B R A N D I N G F O R R E T A I L /

145

S E L E C T E D W O R K S ­— A S H L E E R I C E

14 6

PERSONA: /MASK /

P E R S O N A 0 7 —

F A B R I X : / B R A N D I N G F O R R E T A I L /

147

S E L E C T E D W O R K S ­— A S H L E E R I C E

14 8

PERSONA: /MASK /

P E R S O N A 0 7 —

F A B R I X : / B R A N D I N G F O R R E T A I L /

149

S E L E C T E D W O R K S ­— A S H L E E R I C E

08 Instructor Ariel Grey Course Typography 4 Semester Fall 2016

15 0

PERSONA: /MASK /

P E R S O N A 0 8 —

The Architect—

A visionary and a forward thinker. Confident and bold. Holds his or herself to high standards. This will be a three day event in a city or country of your choice. The conference will consist of lectures, workshops, films, gallery exhibits/installations, discussion forums and social gatherings. The job will include designing a sixty page experimental book that addresses the topic of the conference, a promotional poster, map, schedule at a glance, a kinetic video and a digital conference entry badge. Solution. My conference lies at the intersection of 3D printing and architecture. Currently 3D Printing helps architectural firms create complex, durable models in-house. This project is inspired by the work of Michael Hansmeyer and Benjamin Dillenburger. Their project, “Digital Grotesque,” is a 3D printed room, adorned with unbelievable ornamentation that looks like it belongs in a futuristic cathedral. The visual system for my conference follows the principles of Digital Grotesque which is only concerned with the expressive formal potentials of digital technologies.

PIXELS: /FUTURISTIC CONFERENCE PROMOTION/

Brief. Design a promotional package for a conference of extreme conceptual and experimental content about a topic that addresses an aspect of future technology.

Deliverables

151

S E L E C T E D W O R K S ­— A S H L E E R I C E

Mood— The look for this futuristic conference is very dramatic, and powerful. The graphics represent the journey from the digital to the physical world.

152

PERSONA: /MASK /

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

15 3

S E L E C T E D W O R K S ­— A S H L E E R I C E

15 4

PERSONA: /MASK /

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

155

S E L E C T E D W O R K S ­— A S H L E E R I C E

15 6

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

157

S E L E C T E D W O R K S ­— A S H L E E R I C E

15 8

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

159

S E L E C T E D W O R K S ­— A S H L E E R I C E

16 0

PERSONA: /MASK /

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

161

S E L E C T E D W O R K S ­— A S H L E E R I C E

162

PERSONA: /MASK /

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

16 3

S E L E C T E D W O R K S ­— A S H L E E R I C E

16 4

PERSONA: /MASK /

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

16 5

S E L E C T E D W O R K S ­— A S H L E E R I C E

16 6

PERSONA: /MASK /

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

167

S E L E C T E D W O R K S ­— A S H L E E R I C E

16 8

PERSONA: /MASK /

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

169

S E L E C T E D W O R K S ­— A S H L E E R I C E

170

PERSONA: /MASK /

P E R S O N A 0 8 —

P I X E L S : / F U T U R I S T I C C O N F E R E N C E P R O M O T I O N /

171

S E L E C T E D W O R K S ­— A S H L E E R I C E

01 09 InstructorDirector Creative Michael Taylor Michael Taylor Course Job Title Graphic Design 3 Graphic Designer Semester Duration Spring 2016 May 2016-Present

172

PERSONA: /MASK /

P E R S O N A 0 9 —

The Trendsetter—

A woman on-the-go. Smart, energetic and socially conscious. She starts the day off on the right foot. Francisco, and seeing the flip-flop and sneaker epidemic reach critical proportions, Roth and Stephen arrived at the idea of Rothy’s. They asked themselves, “how can we make shoes that deliver style and comfort, but are manufactured in a different way with low impact and less materials?” Done and done. Rothy’s ​f lats ​are made with an innovative 3D knitting process of fibers from 100% recycled p ​ lastic w ​ ater bottles. The result is a soft, flexible, breathable, shoe that can keep up with a woman's busy day. Work Experience. I have gained great experience helping to build this exciting and unique footwear brand at the intersection of fashion, technology and sustainability. As part of the creative team, I worked on a variety of projects including product development, digital marketing, web design, print and packaging. I honed my technical skills in producing finished assets with an eye for detail. I worked in a dynamic office setting where I worked both independently and collaboratively across mutiple

ROTHY'S: /RE VOLUTIONARY FOOT WE AR BRAND/

and Stephen Hawthornthwaite. After many years living and style-watching in San

The Client. Rothy’s is a revolutionary footwear brand founded by Roth Martin

departments. Lastly, I learned to think through a customer lens, designing both for brand enhancement as well as customer activation and engagement.

Deliverables

17 3

S E L E C T E D W O R K S ­— A S H L E E R I C E

Mood— The Rothy's brand reflects the woman who wears the shoes. She is effortless, timeless, fun, modern and playful.

174

PERSONA: /MASK /

P E R S O N A 0 9 —

R O T H Y ' S : / R E V O L U T I O N A R Y F O O T W E A R B R A N D /

175

S E L E C T E D W O R K S ­— A S H L E E R I C E

KNIT FROM RECYCLED WATER BOTTLES

MACHINE WASHABLE

ALL-DAY COMFORT

Product Development— Several weeks were spent doing preliminary research on potential users. Here is an example of user surveys conducted during this phase of the process.

176

PERSONA: /MASK /

P E R S O N A 0 9 —

R O T H Y ' S : / R E V O L U T I O N A R Y F O O T W E A R B R A N D /

177

S E L E C T E D W O R K S ­— A S H L E E R I C E

Packaging Redesign— As part of Rothy's sustainablility mission, I participated in the redesign of the Rothy's shoe box. We reconstructed it to be half the size it was before to reduce materials, increase shipping and storage capacity and lower it's carbon footprint.

178

PERSONA: /MASK /

P E R S O N A 0 9 —

R O T H Y ' S : / R E V O L U T I O N A R Y F O O T W E A R B R A N D /

179

S E L E C T E D W O R K S ­— A S H L E E R I C E

18 0

PERSONA: /MASK /

P E R S O N A 0 9 —

SHOP

ABOUT

PRESS

LIFESTYLE

SIGN IN

A Favorite New Line Picnic hosting perfection. New spring styles powered by recycled plastic water bottles.

SHOP NOW

R O T H Y ' S : / R E V O L U T I O N A R Y F O O T W E A R B R A N D / 181

S E L E C T E D W O R K S ­— A S H L E E R I C E

18 2

PERSONA: /MASK /

P E R S O N A 0 9 —

SHOP

ABOUT

PRESS

LIFESTYLE

SIGN IN

Balancing Act Find your flow in contrasting color and friction free comfort powered by recycled plastic water bottles.

SHOP NOW

R O T H Y ' S : / R E V O L U T I O N A R Y F O O T W E A R B R A N D / 18 3

S E L E C T E D W O R K S ­— A S H L E E R I C E

SHOP

18 4

ABOUT

PERSONA: /MASK /

PRESS

LIFESTYLE

SIGN IN

P E R S O N A 0 9 —

PRES ABOUT SHOP

R O T H Y ' S : / R E V O L U T I O N A R Y F O O T W E A R B R A N D /

18 5

S E L E C T E D W O R K S ­— A S H L E E R I C E

Digital Marketing— Part of my job at Rothy's is to prepare assets for email marketing purposes. I enjoy working with message heirarchy, brand typography, brand colors and photography in new ways every week.

18 6

PERSONA: /MASK /

P E R S O N A 0 9 —

R O T H Y ' S : / R E V O L U T I O N A R Y F O O T W E A R B R A N D /

187

S E L E C T E D W O R K S ­— A S H L E E R I C E

Product Development— I worked with the Head of Merchandising and the Chief Creative Officer to develop new seasonal patterns for Rothy's. I created technical drawings of the patterns on a flat template of the shoe which were then programmed into the 3D knitting software by the development team.

18 8

PERSONA: /MASK /

P E R S O N A 0 9 —

18 9

S E L E C T E D W O R K S ­— A S H L E E R I C E

19 0

PERSONA: /MASK /

P E R S O N A 0 9 —

R O T H Y ' S : / R E V O L U T I O N A R Y F O O T W E A R B R A N D /

191

S E L E C T E D W O R K S ­— A S H L E E R I C E

192

PERSONA: /MASK /

thank you— Family. Friends. Thank you for your unwaivering support over the course of this program. This portfolio contains years of hard work, countless hours and many challenges. Just know I could not have done it without you. Teachers. Mentors. Thank you for sharing your knowledge and advice, and for helping me to grow as a designer. Thank you for pushing me to do my best work and for preparing me so well for this next chapter. Thanks to you I feel confident and excited to start my career doing what I love to do.

Mary Scott Michael Taylor Thomas McNulty Eszter Clark Megumi Kiyama Gene Jimenez Ariel Grey John Nettleton Roth Martin Stephen Hawthornthwaite Meghan Cast

S E L E C T E D W O R K S ­— A S H L E E R I C E

Contact Ashlee Rice 925.577.1563

ashlee.rice 21@ gmail.com ashleerice.com Printing Giant Horse Printing 1336 San Mateo Ave South San Francisco, CA 94080 Binding The Key Printing and Binding 1934 Park Blvd Oakland, CA 94606 Paper Finch Fine 100lb Typefaces Didot Trade Gothic LT Std Baskerville Director Mary Scott Academy of Art University 79 New Montgomery St San Francisco, CA 94105

19 4

PERSONA: /MASK /

P E R S O N A 0 1 —

DWELL: /USER E XPERIENCE + INTERACTION/

195

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