interm portfolio
Kristen Haff id nÂş 0 2 1 4 5 0 2 9 kristenhaff@gmail.com 408+209=1990 petition to graduate
( projects
∆
spring
2010
l i st e d i n c h r o n o lo g i c a l o r d e r )
class instructor project
Type 1 Malini Bakshi Typeface Studies
class instructor project
Type 1 Malini Bakshi Typeface Studies
class instructor project
GD 1 Scott Rankin Restaurant Design
class instructor project
GD 1 Scott Rankin Postage Stamp
class instructor project
Type 2 Sami Sauud Typeface Study
class instructor project
Type 2 Sami Sauud Typographic Rules
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Pack 1 Melanie Halim Restaurant Design
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Pack 1 Melanie Halim Candle Line
ENIGMA
ID_1 introduction 5-6
The Winchester Mystery House
This book will provide you
is a well known California mansion that was under construction continuously for
with all of the information you need
38 years. It also has the reputation
to create a cohesive brand feeling for The Winchester Mystery House. All tools
of being haunted. It originally was the personal residence of Sarah Winchester,
within this book will help to build a consistent impression of The Winchester
the widow of gun magnate William Wirt Winchester, but is now a popular tourist
Mystery House and provide you with a clear system to work within to
attraction. Under Sarah Winchester’s guidance, it’s of construction started from
strengthen our own brand. The Winchester Mystery House has existed since
the ground up and proceeded around the clock, without interruption, from 1884
1884 and now provides the young and old with the ability to look into the
until her death on September the 5th, 1922, at which time work immediately
past and to cherish a time long ago forgotten. It also provides affordable
ceased. The cost for such constant building has been estimated at about US $5.5
entertainment for tourists
million (paid in 1922, this would be equivalent to almost $70 million in 2008
and locals alike. This company brings together many people from many different
dollars). The mansion is renowned for its huge size and utter lack of any master
walks of life and helps them interact as a community. Our brand should reflect
building plan. There are rooms without any doors to them and stairs leading
what our company stands for, embracing mystery everywhere, and the
to ceilings, without any reason. According to popular belief, Winchester thought
ability to relish the treasure in every aspect of their life. When working
the house was haunted by the ghosts of individuals killed by Winchester rifles,
in combination with this supplied toolset, we should be able to clearly
and that only continuous construction would appease them. It is located on 525
project the feeling of our
South Winchester Blvd. in San Jose, California and is a loved local landmark.
company. All of the decisions we make should be in tune with our brand. The
Daily tours are offered along with spaces available for rent for both parties and
Winchester Mystery House brand is a feeling, one that should be clear to our
meetings, as well as guided flashlight tours on certain holidays.
customers and most importantly, each other. All moves we make should reflect
this. Every step we take to reinforce this feeling works to strengthen our brand image as a whole, and makes us stronger in the consumer eye.
The Winchester Mystery House
audience is a diverse and eclectic group of people. In order to properly market to them we need to be able to clearly define, understand, and recognize them. In order to better market to many different types of people, we need to be able to visually recognize them. Following are some of the types of people we see being interested by the Winchester Myster House and of the many services it offers. These examples are not meant to only act as strict guidelines, but rather as inspiration to cater to a potential audience yet unthought of.
class instructor project
ID 1 Hunter Wimmer Corporate Identity
Ambitious for her children to be the brightest on the block.
Attention span the size of a flea.
Watches PBS.
Usually convinces his mother to do what he wants.
Buys organic and locally grown food for her family.
Believes in ghosts and the boogie man.
Takes her children to museums and educational places.
Reads Hardy Boys and watches Nickelodian.
Always drives for field trips.
Gets regular time outs.
Sends her children to private schools.
Loves field trips and pesters the teacher for more of them.
Rarely uses a baby sitter, doesn’t believe in day care.
Easily influenced by commercials and advertising.
ID_1 audience 9-10
AUDIENCE
teen spirit brand book
sparkling
introduction
11
PANTONE
that’s not my type. The
memphis medium
A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrst uvwxyz1234567890!@#$%^&*()
memphis bold
teen spirit brand book
avenir 55 roman
ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
typography
class instructor project
Spirit
logo
relies
ID 1 Hunter Wimmer Corporate Identity
color me beautiful. applications. The colors are meant to be able to express a
used in the logo is Avenir. Avenir is a geometric sans-serif typeface
wide range of expressions to be able to communicate clearly and with confidence. The primary colors are meant to be used
type
by
to
Adrian
create
Frutiger
a
in
feeling.
1988.
This
The
typeface
should
compose all body copy and is never to be used for titles. All titles should be composed in Memphis. Memphis is a slab serif typeface named after the capital of ancient Egypt. It was created by Rudolf Wolf and released in 1930. These two type-
CMYK RGB HEX#
Cool Grey
9U
45/40/35/5 145/145/145 919195
PANTONE 1797 U
PANTONE
CMYK RGB HEX#
CMYK RGB HEX#
5/100/90/0 220/40/45 DF282D
136
U
0/25/80/0 255/195/80 FEC34F
The Teen Spirit color palette is designed to expand to many different
heav-
designed
on
faces have been carefully selected to compliment each other and avenir 65 medium
11
Teen
typeface
ily
teen spirit brand book
A B C D E F G H I J K L M N O P Q R S T U V W XYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
predominantly in logo usage, and secondary colors added to print applications and advertising. These colors are based on
PANTONE CMYK RGB HEX#
165
U
0/60/95/0 245/130/40 F58426
PANTONE CMYK RGB HEX#
254
U
55/100/10/0 140/40/130 8B2783
PANTONE CMYK RGB HEX#
213
U
0/95/20/0 240/45/120 EE2B7B
the Pantone Matching System©. If Pantone© colors are unavailable, CMYK equivalents may be used. Please use the provided approximations for both web and screen viewing. Using this very color palette will lead to consistency in representing the Teen Spirit brand.
strengthen the Teen Spirit brand. Always use these typefaces in combination with each other and never subsitute different typefaces. 11
PANTONE color palette
memphis light
avenir 35 light
ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstu vwxyz1234567890!@#$%^&*()
CMYK RGB HEX#
299
U
85/20/0/0 0/160/220 009DDC
PANTONE CMYK RGB HEX#
376
U
50/0/100/0 135/200/65 87C540
PANTONE CMYK RGB HEX#
668
U
85/85/0/0 70/75/160 45499E
class instructor project
GD 2 Max Spector Paperline Identity
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GD 2 Max Spector Paperline Identity
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GD 2 Max Spector Paperline Identity
jones street
class instructor project
GD 2 Max Spector Paperline Party
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Pack 2 Paul Kagiwada Riedel Packaging
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Pack 2 Paul Kagiwada Tea Redesign
class instructor project
Pack 2 Paul Kagiwada Riedel Packaging
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GD 3 Nicole Flores Convention Design
J U LY 2 3 – 2 6 • H Y D E S T R E E T P I E R • S F • C A L I F O R N I A
J U LY 2 3 – 2 6 • H Y D E S T R E E T P I E R • S F • C A L I F O R N I A
class instructor project
GD 3 Nicole Flores Convention Design
J U LY 2 3 – 2 6 • H Y D E S T R E E T P I E R • S F • C A L I F O R N I A
“ W h e n eve r I f i n d mys e l f g row i n g g r i m a b o u t t h e m o u t h ; w h e n eve r i t i s a d a m p, d r i z z l y N ove m b e r i n my s o u l ; w h e n eve r I f i n d mys e l f i nvo l u n t a r i l y p a u s i n g b e fo re co f f i n wa re h o u s e s , a n d b r i n g i n g u p t h e re a r o f eve r y f u n e ra l I m e e t , t h e n , I a cco u n t i t i s a b o u t h i g h t i m e to g e t to s e a a s s o o n a s I c a n .” h e r m a n m e lv i l l e
Moby Dick
Ave
San Fran Maritime Aquatic Park
Stree
t
5 r4 Pie
Jeffer
Co
lo
m
bu
s
ee son Str
t
Av e
Hyde
Hy de
St re e
tP
ie
r
ss Van Ne
3
2 1/
r4
EVENT MAP
ee Bay Str
t
Pie
Po
Stree well
t
1 r4
Pie
hyde street pier hyde street harbor local ships Pier 45 a
small ships Pier 41
Pier 39
ta l l s h i p s Pier 43 1/2
33
&
1
Pie
r2 7
Ships are berthed by size and style. To find the location of a ship, match icon on the ships page to the icon on this map. Ship locations may change. • 21 •
class instructor project
clippers
Pier 39
r3
Em e Th
ya c h t s
Pie
ba
rc
ad
ero
Pier
GD 3 Nicole Flores Convention Design
F E S T I VA L D E T A I L S For three days, San Francisco Bay will sparkle with majestic Tall Ships and an array of exciting activities, both on land and on the water. These large majestic marvels of medieval engineering, from ports of the call from all over the world, will make their way past thousands of spectators lining Crissy Field, Marina Green, Fort Mason, Aquatic Park, and locations all along the Embarcadero. The ship will be visible from just about any location on the waterfront, from the Marin Headlands to Crissy Field to the Berkeley Hills. Join us at the Fort Mason Firehouse for the Premier Salt Viewing Area in partnership with Fort Mason Foundation. Enjoy easy parking at Fort Mason Center and a short walk to the Firehouse where the very nice viewing area is located. You can buy tickets for Salt; purchase Salt goodies and enjoy gourmet food and beverages
“ W hy d i d t h ey m a ke b i rd s s o d e l i c a te a n d f i n e a s t h o s e s e a swa l l ows w h e n t h e o ce a n c a n b e s o c r u e l ? S h e i s k i n d a n d ve r y beautiful. But she can be s o c r u e l a n d i t co m e s s o s u d d e n l y a n d s u c h b i rd s t h a t f l y, d i p p i n g a n d hunting, with their small s a d vo i ce s a re m a d e to o d e l i c a te l y fo r t h e s e a .” e r n e st h e m m i n gway
The Old Man
and the
Sea
class instructor project
GD 3 Nicole Flores Convention Design
class instructor project
GD 3 Nicole Flores Convention Design
class instructor project
Type 3 Ariel Grey Typeface Promo
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Type 3 Ariel Grey Typeface Promo
class
Print 1
instructor
Roland Young
project
Poster Project
class instructor project
ID 2 Todd Hedgpeth Corporate Redesign
class instructor project
ID 2 Todd Hedgpeth Corporate Redesign
class instructor project
Pack 3 Tom McNulty Appliance Line
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Pack 3 Tom McNulty Beer and Wine
class instructor project
Print 2 Tom Sieu R3 Project
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Print 2 Tom Sieu R3 Project
class instructor project
Print 2 Tom Sieu R3 Project