Interm Portfolio Spring 2010

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

class instructor project

Pack 1 Melanie Halim Restaurant Design

class instructor project

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

class instructor project

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

class instructor project

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

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

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

class instructor project

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

class instructor project

Pack 3 Tom McNulty Beer and Wine

class instructor project

Print 2 Tom Sieu R3 Project

class instructor project

Print 2 Tom Sieu R3 Project

class instructor project

Print 2 Tom Sieu R3 Project