Manifesto 2017 —Brandi Steele

Manifesto

SF MOMA Uncover Magazine Grand Old Type Party Collective Pencils Café Revéille Vote Oak NYC From: Concept Store

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Manifesto

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Manifesto

I believe design is about more than just the aesthetic.

Design is about context and response. It is about creating relationships between forms, people, and ideas. I believe design can and should be used as an avenue for change.

The simplest solutions are often the best. Design should be straightforward and direct. Without an idea, design has no foundation.

This book contains a selection of my personal work that represents my design beliefs. Thanks for looking.

Index

SF MOMA Uncover Magazine Grand Old Type Party Collective Pencils Café Revéille Vote Oak NYC From: Concept Store

11 27 53 75 93 115 135 159

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More Than A Museum —SF MOMA

Conceptual Campaign Visual Systems 2 Eszter Clark, Instructor Spring 2017 Print Design and Illustration

PROJECT 01

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SF MOMA

12

Background

The newly renovated SF MOMA has always been a unique place of exploration and sanctity, but now with it’s new design comes new opportunity and greater status in the art world. The sheer amount of available space in the MOMA provides for advancement in education and creation, as well as a place for solitude.

SF MOMA is a force in the art community and an inspiration in the city and around the world.

Concept

A conceptual poster series was created, stemming from the idea that a museum can impact each individual in a different fashion. The posters that represent the San Francisco Museum of Modern Art, focus on three main perspectives. That the San Francisco Museum of Modern Art can be seen as a landmark, a sanctuary and a school. The overarching goal was to show that SF MOMA is not a museum, but it is more than a museum.

After choosing those specific perspectives I built on them through the use of graphic illustration. Each poster features an orb-like illustration that symbolizes the essence of the museum; open to adapt and form to the world around it. The white graphics exist to interpret the feeling of each of those chosen perspectives.

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PROJECT 01

03 of 15

SF MOMA

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07 of 15

SF MOMA

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09 of 15

SF MOMA

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15 of 15

SF MOMA

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Info

PROJECT 02

Inspired Design —Uncover Magazine

Design Magazine Visual Systems 1 Julia Lemke, Instructor Spring 2017 Editorial and Set Design

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U N C OV E R M AGA Z I N E

28

Background

As creative people, the passion and drive to marry concept and creation is a never ending cycle. We are constantly producing and reproducing ideas and formulating their final executions. Yet in the midst of all this ideation we are finding even more new ways to produce our ideas, which then generate future ideas.

The balance of changing mediums, new sources of inspiration, the expanding role of technology; all are constantly influencing the outcome of a design.

Concept

“Uncover� is a magazine created to inspire creativity and shed light on the many design perspectives. Using one concept/word to influence the entire issue, the magazine will constantly change. As design adapts through style and context, Uncover aims to evolve with it. The magazine follows the designer through their process of inspiration, creation and finished product.

Essentially the magazine is the raw, uncut behind the scenes look at the making of the cover.

The inaugural issue was designed to highlight the relationship between the designer and craft. The cover design was made entirely to scale and crafted in a digital to analogue process. Varying mediums such as laser cutting, string art, graffiti, paper art and more, were explored and utilized for the design.

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PROJECT 02

03 of 25

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Logomark Anatomy

Bookman Oldstyle Bold / 230 pt.

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15°

-12

PROJECT 02

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05 of 25

-11

U N C OV E R M AGA Z I N E

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07 of 25

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11 of 25

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Info

PROJECT 03

Where Type Talks —Grand Old Type Party

Typography Festival Visual Systems 1 Julia Lemke, Instructor Fall 2016 Identity, Print and Web Design

01 of 21

PROJECT NAME

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Background

Every single day, the political climate in America is changing at a rapid speed. Choices are being made, laws are being written and actions are playing out on the world’s stage. While our political officials are free to say, do and criticize, from any platform they choose; designers should be exploring those same risks. As designers we have an untapped power in the political space, it is time to start using it.

Concept

When I was asked to design a conceptual festival, in the heat of the 2016 election, the idea for the GOTP came naturally. The Grand Old Type Party (GOTP) is a 6-day typographic festival showcased in San Francisco.

A line up of typographic based talks, workshops, and gallery shows, make up this one of a kind festival.

Designers are encouraged to submit typographic works inspired by politics today, for display throughout the various galleries. The goal is to engage both designers and the public to speak on important issues and injustice in the world. The call to action: no omitted matter, simply means nothing should be held back. It is time for us to speak up.

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03 of 21

G R A N D O L D TY P E PA RTY

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05 of 21

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07 of 21

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G R A N D O L D TY P E PA RTY

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PROJECT 04

All in the Spectrum —Collective Pencils

Pencil Packaging Packaging Design 2 Michael Osborne, Instructor Fall 2015 Packaging Structure and Identity Design

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COLLECTIVE PENCILS

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Background

The project brief asked for the design of a new packaging structure for colored pencils. From there I formed a brand, known as Collective Pencils, and built the visual language around it. The problem I focused on was tackling the visualization of every color, much like “knowing what you’ve got.” The secondary goal was to create a pencil box that is cost effective and sustainable, in addition to being beautifully designed.

The final product is a sturdy and lasting box, using a series of trays with free standing supports, entirely made of paper products.

Concept

Collective Pencils were designed with color in mind.

An importance was placed on building a structure that makes all pencils accessible and visible at once, in turn creating a beautiful spectrum of colors. The box was inspired by the Pantone Swatch Book, with its mobility and function within the structure. It was then translated into a physical box that celebrates color.

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PROJECT 04

03 of 17

COLLECTIVE PENCILS

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Structure Breakdown

1 2 3 4 5 6 7 8 9 10

Top Wall Left Wall Color Panel/Tray Interior Block Bottom Wall Right Wall Angle Wall Large Stand Medium Stand Interior Stand

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05 of 17

COLLECTIVE PENCILS

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07 of 17

COLLECTIVE PENCILS

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09 of 17

COLLECTIVE PENCILS

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11 of 17

COLLECTIVE PENCILS

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13 of 17

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15 of 17

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PROJECT 05

Pink Makes the Drink —Café Réveille

Cafe Rebrand Strategies for Branding Thomas McNulty, Instructor Summer 2016 Graphic Identity

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Background

Café Réveille is located in the SOMA district in a naturally lit, open space. Designed to be a place of community and warmth, the café thrives without wifi or outlets, in an effort to create that neighborly interaction. The café exists as a branch to the overarching Réveille Coffee Co. brand, which makes the one of a kind nature of this café truly stand out. The juxtaposition of coffee to wine bar, simply adds to the personality. In homage to the brand’s origins, this location features the perfect mix of sleek California design and French outdoor café. From its popping pink tabletops to the concrete floors this restaurant is full of good vibes. Come for the coffee.

Stay for the Orange Blossom Water Waffles.

Concept

Above all else, Café Réveille is a collaborative effort.

Housing two entities under one roof, with individual identities the current branding has begun to overwhelm the overarching brand. To reconnect the two specialties and ultimately enhance the intricacies of the café, a new logomark was created. A variety of word marks were explored before landing on this lettering style.

The organic nature of the mark, pulls on the organic nature of the brand.

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03 of 21

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Logomark Anatomy

Hand Drawn Lettering Digitally Edited

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(E’s) Repeat & Tilt for Unity

PROJECT 05

Organic Tilt

05 of 21

Round Edges for Friendliness

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07 of 21

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poundcake _

WITH YOGURT AND LEMON ZEST

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FRESH GINGER, BLACK HACK PEPPER

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Juices & Smoothies

Freshly Squeezed OJ

06

24 Carrot

07

Carrot Juice, Orange Juice, Housemade Yogurt, Honey, Lemon

Sunrise Smoothie

08

Blueberry, Banana, Kale, Coconut, Strawberry, Flax Seed, Almond Milk, Almond Butter

B.A.N.A.N.A.S

08

Bananas, Apple, Turkish Apricot, Housemade Yogurt, Honey, Blood Orange, Flax Seed, Almond Milk

Fruits & Grains

Chia Pudding

09

Kiwi, Citrus Supreme, Pepitas, Honey, Almond Milk

Brown Rice Porridge

09

Toasted Pecans And Walnuts, Streusel, Housemade Jam, Dried Fruit, Side of Almond Milk

Housemade Yogurt

08

Housemade Yoghurt, Ginger Honey Syrup, Housemade Jam, Steelcut Oat Streusel, Toasted Almonds

Classics

Egg Sando

07

Sunny Up Egg, Gruyere, American, Garlic Aioli, Greens, Avocado Add House Made Merguez or Bacon +$2

Homestyle Breaky

14

2 Eggs (Sunny Up or Scramble), Fingerling Potato, Choice of Bacon or Merguez, Toast w/ Housemade Ham

Salmon Tartine

11

Housemade Gravlax, Creme Fraiche, Levain Toast, Fresno Pepper, Orange Supreme, Toasted Walnuts, Herbs

Hotcakes

12

Oat Streusel, Toasted Nuts, Berries, Coconut, Maple Syrup

Mushroom Hash

13

Fingerling Potatoes, Mushrooms, Sunny Up Eggs, Mustard Butter, Herbs, Toast

Toasts

Avocado

05

Pan De Mie, Avocado, Arbequina Evoo, Maldon Sea Salt

AB And J

05

Pan De Mie, Almond Butter, House Made Jam

Soft Scramble

06

Pan De Mie, Cage Free Eggs, Herbs

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Shared

Hummus

08

Chickpeas, Tahini, Israeli Salad, Lavish

Ceviche

13

Cod, Rock Shrimp, Leche De Tigre

Mac and Cheese

12

Gruyere and Cheddar

Meatballs

10

Wild Boar Italian Sausage, Arrabiata Sauce

Salads

Kale Salad

11

Kale, Egg, Blue Cheese, Cherry Tomato, Avocado, Bacon

Reveille Chopped Salad

09

Zucchini, Avocado, Squash, Corn, Asparagus, Herb Vinaigrette

Soba Salad

11

Tahini Dressing, Peas, Carrot, Pickled Ginger, Cucumber

Quinoa and Farro Salad

11

Pickled Vegetables, Almonds, Raisins, Kale, Orange, Soft Boiled Egg

Spring Salad

11

Butter Lettuce, Pea Tendril, Carrot, Crouton, Cherry Tomato

Sandwiches

Burger

15

Garlic Dijon Mayo, American Cheese, Gruyere, Greens

Fried Chicken

14

Pan De Mie, Napa Cabbage, Korean Bbq, Ranch Fraiche

Fish Sandwich

14

Old Bay Seared Cod, Dressed Greens, Lemon Aioli

B.L.T.

13

Heirloom Tomato, Thick Cut Bacon, Lettuce, Garlic Dijon Mayo

Veggie Burger

14

Bulgur Quinoa Patty, Chili Crema, Gruyere, Avocado

Fish Tacos

16

Tilapia, Avocado Crema, Cabbage, Black Beans

Sides Corn Elote, House Cut Fries, Corona Beans, Cheddar Cornbread, Roasted Vegetables and Grains

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CAFÉ RÉVEILLE

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PROJECT 06

Voicing What Matters —Vote

Politcal Voting App Graphic Design 3 Michael Taylor, Instructor Fall 2015 UX/UI Design

01 of 19

V OT E

116

Background

“Vote” is a mobile app designed to re-imagine the current voting system. It is easy to see the overwhelming flaws embedded in the design of the traditional voting system. Due to the lack of flexibility and easily formed confusion, we are left with a society of unengaged voters.

At a time when the political system is highly charged it is important for everyone to get their voice out. Within my research, it was apparent that the current ballot operation is only suitable for a select set of Americans.

How do we support the traveler or the disabled, how can they voice their opinion? Or perhaps the CEO or the blue collar worker who can’t seem to step aside from their work. This application is created specifically for those who struggle with the current system. Vote should be easy to use with a focus on security. It should also inspire action; casting a ballot.

Concept

The app was designed with three specific features: in mind the news, a voter handbook, and most importantly, the ballot. The sole idea was to create an all-inclusive place for knowledge, opinion and action. With Vote, you can save the information you need, access it on your own time, and make your voice heard.

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PROJECT 06

03 of 19

V OT E

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PROJECT 06

07 of 19

V OT E

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PROJECT 06

09 of 19

V OT E

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PROJECT 06

11 of 19

V OT E

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13 of 19

V OT E

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15 of 19

V OT E

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17 of 19

V OT E

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19 of 19

V OT E

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Info

PROJECT 07

All Black Everything —Oak NYC

Evolutionary Rebrand Principles of Branding Fall 2015 Graphic Identity and Print Collateral

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O A K N YC

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Background

Oak NYC is a high-end fashion brand with pure attitude. Known for their minimalist clothing, dark color palettes and chic shops, Oak NYC has become the edgiest kid on the block. Oak began in 2004, under the guidance of Jeff Madalena and Louis Terline, who built Oak out of the Williamsburg fashion scene. As the brand took shape, they expanded into multiple New York locations and later Los Angeles. Oak is distinct for its brazen personality, offering an unwavering haughty opinion on fashion.

Concept

The original Oak logotype was nothing to snicker at, but its overall brand system felt low tariff and unfinished.

In order to realign to the brand’s coined “edge,” a new simple logomark was created with no space for confusion.

Everything from the logotype, to the layouts and art direction are intended to be straightforward and seared in black. The harsh contrast of the imagery harkens back to the dark and gritty New York streets. By taking an evolutionary approach to the type treatments and color palette unity is created between the overarching brand, and aids in connecting to its private labels.

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PROJECT 07

03 of 23

O A K N YC

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Logomark Anatomy

Helvetica Neue Bold / 230 pt.

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-49

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O A K N YC

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PROJECT 07

09 of 23

O A K N YC

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O A K N YC

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O A K N YC

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O A K N YC

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O A K N YC

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From Us, To You —From: Concept Store

Team

Lisa Lindh Jessica Wonomihardjo Jay Jeon Brandi Steele

Info

Concept Store Packaging Design 4 Michael Osborne, Instructor Spring 2017 Strategy, Identity and Packaging Design

PROJECT 08

01 of 43

F R O M : C O N C E P T S TO R E

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Background

My team was tasked with envisioning a retail store with exclusive products that targets and fills the current market gaps. Through research and analysis of generational habits, the current store brand landscape and pinpointing target audiences, we found a demand in a few specific areas. Consumers are looking for items with a story that supports their desire for personal expression. Additionally, we discovered there is a shift happening within the definition of consumer value. People are moving away from the notion of monetary value and instead are searching for value in knowledge, craftsmanship, ultimately searching for a sense of connection to the world around them.

Concept

The From: store functions as both a retail store and exhibitory space aimed at establishing an interaction with the audience; sharing our core values of transparency, self expression and partnership.

The From: store and packaging were conceptualized around the idea of receiving a letter. Our products are a gift to the customer, specialized just for them. “From us, to you.�

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Brand Overlook

Mission Statement

Store Labels

From is a store that designs and collaborates with local craftsmen. Each product has a story, that promotes transparent production; creating value and opportunity for self-expression within the guests.

Home Goods

Products: Cups, Plates, Cereal Bowls, Wine Glasses, Coasters, Cutting Board, Wine Carafe Beauty & Personal Care

Products: Shampoo, Conditioner, Soap, Body Scrub, Body SoufflĂŠ, Hand Lotion Limited Edition Ceramics w/ Totem Co.

Products: Grain Jar, Oatmeal Bowl, Coffee Mug, Plate, Brass Spoon, Olive Dish

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Brand Relationships

Brand & Consumer

The store sells exclusive and high quality products have that provide a narrative of transparency. By introducing and communicating the value of our products up front, we can build brand loyalty.

Brand & Partner

The brand works with local craftsmen, artists and small businesses to design special pieces and collaborations. Because of our partnerships, small businesses can be supported and recognized for their one of a kind work.

Consumer & Partner

The From brand aims to build organic relationships between our partners and consumers. Our pieces provide a unique look at the various perspectives and stories our partners have to share.

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Brand Landscape Upscale RH Heath Ceramic

Quitokeeto

SF MOMA

William Sonoma Pottery Barn

EQ 3 Crate & Barrel

General

Personality Ikea Everlane

Muji

Target Affordable

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Berkeley Girl

Experienced Couple

Couple

Boomer Kinfolk Girl

*Tags Symbolize Developed User Personas

Main Target: Late Millenials

Secondary Target: Millenials, X -Generation

Third Target: Everyone, Babyboomer

PROJECT 08

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Logomark Anatomy

Removed Serifs + Adjusted Colon

Based on Untitled Serif + 1 pt. Stroke / 310 pt.

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Background

“From: Basic� is a line of beauty and personal care products. This label is designed to be the essential skin product for the consumers who want simplicity in their daily routine. It holds the core values of the brand, while ultimately creating a recurring consumer base.

Concept

We believe in making effective products from fresh organic fruit and vegetables, the finest essential oils and safe synthetics. We believe our products are of good value based on the ingredients used and the people who craft the products.

Clear bottles and die cut boxes, paired with white labels/boxes and simple black typography, show the no nonsense approach of this brand. An extra dimension was added to the labels through the use of an embossed stamp, to symbolize the brand seal of approval.

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PROJECT 08

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Background

The “From: Partnership” brand is the most individual of the overarching store labels. While adhering to the overall core values, this label independently exhibits the aspect of partnership for the From Store. Every quarter, the store will partner with a local business to collaborate on a new edition of products. By introducing such flexibility into the store, space is left for adaptation and change within the demanding markets.

Concept

For this first edition, we partnered with a local ceramics artist and designer, Julia Lemke. Her small business Totem Co., which is based out of Berkeley, is a collection of homeware and jewelry inspired by natural forms, simplicity and traditional craft. All her products are thrown and crafted by hand, then fashioned through her personally contrived chemical based glazing process.

The packaging for this edition was inspired by Julia’s scientific processes and artistry in her pieces. Each and every box, is as uniquely designed as the product it holds, giving each unit its own personal narrative.

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Thank You

Instructors

Mary Scott for being the inspiring bold woman that you are, thank you for the enduring support and guidance. Michael Osborne, thank you for pushing me past my limits and reconfiguring my perspective on design. And to Julia Lemke, Thomas McNulty, Eszter Clark, Michael Taylor, Chris Rolik and Roland Young, for building and strengthening my skills along the way.

Mumma & Daddy

I want to give my loudest thank you to my most loving and supportive parents. I am incredibly blessed to have parents who not only entertain my wild ideas, but are also willing to pull out the power tools and get their hands dirty.

MJ

I am so thankful for the time I have gotten to learn and debate design with you. Your generosity and support through my struggles have been vital to my success and I am so grateful. I can’t wait to start this journey into the field together. We got this!

Friends & Colleagues

Mark John Mangayayam, Jay Jeon, Jessica Wonomihardjo, Lisa Lindh, and everyone I have met along the way. See you in the game!

Character, Team One, Moquin—Thank you to everyone who has shared their talents with me. I am truly blessed to have you as mentors.

Colophon

Services

Specifications

Printing

Graphic Imagery 396 Forbes Blvd.

San Francisco, CA 94080

Binding

The Key Printing & Binding 1934 Park Blvd.

Oakland, CA 94606

Material

Arrestox B, Black Vellum Mohawk Superfine, 80# Text

Typography

RM Pro by Mark Bloom Mash Creative, 2016

Photography

Brandi Steele Dustin Soriano

Contact

Brandi Steele +1 (714) 336 7016 bs@brandisteele.com

Copyright

Š 2017 Brandi Steele All Rights Reserved.