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EX PER IME NTS 20 17
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Copyright © 2017 Carolina de Lima Portella. All Rights Reserved. No portion of this publication may be reproduced, stored in a retrieval system, or transmitted in any form as well as by any means electronic, mechanical photocopying, recording, or otherwise without permission of the copy right holder.
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LA PLATA 47
EXPERIMENT 01 02 03 04 05 06 07 08
For Mother and Kitty.
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LA PLATA 47
Experiment Index EXPERIM ENT
PAGES
Mimi
PG 8—25
Right Back
PG 26—39
The Balm
PG 40—57
Yellow Cab
PG 58—81
La Plata 47
PG 82—111
Foster Store*
PG 112—183*
*Foster *Batch *Root *Grace
*PG *PG *PG *PG
Typo Touch
PG 184 —207
Keepsake
PG 208—223
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118—137 138—157 158—171 172—183
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The Grand Experiment INTRODUCTION
In the design process there seems to be only one constant: experimentation. It forces you to think in ways never imagined before and to approach the unknown with fearless acceptance. My journey into the design world began as an experiment. Unhappy at a liberal arts college, I decided to test the hypothesis, "Can I make a living in the arts?" What started as foray into the commercial arts with hopes to pay my rent turned into a passionate obsession with the endless creativity design allowed me to experience. Every medium, application, and subject can be explored. I've come to see design as not just a source of income, but a form of public art. We have the power to turn grocery store aisles into galleries, subway signs into sculpture, and adverts into inspiring masterpieces. The projects in this book are collection of experiments, in medium, in tone, in subject, and in making something ordinary into something special. Thank you for you looking.
E X P E R I M E N T S CAROLINA DE LIMA PORTELLA
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MIMI
EXPERIMENT 01 02 03 04 05 06 07 08 09 10
Ninety-Six and Looking Good EXPERIM ENT #1
INSTRUCTOR
COURSE
Mimi
Christine George
Packaging 2
MATERIALS
EXPERIMENT DATA
tracing paper
OBJECTIVE: For this assignment we were to create a brand and packaging system for a deli, BBQ, or pasta brand. An exercise in flexibility of design, we were to apply our design to at least ten different items of varying shapes and size. Inspired by my 96 year old step grandmother, Mimi, I decided to develope a pasta that captured her spirit.
0.7 mechanical pencil 3B, 4B, 5B, & 6B graphite pencils Pentel Hi-polymer block eraser Tombow Mono zero eraser round tip, retractable ruler Grafica Della Strada by Louise Fili Elegantissima by Louise Fili 11x17” scanner Moab Lasal Photo Matte 11x17” 235 gsm
SUBJECT: Maria Occhipinti was born on October 29, 1921 in Sicily and for as long as I have known her we called her Mimi, an Italian pet name for grandmother. At 97 she looks 60, acts 40, and still makes her own pasta. Mimi pasta is an Italian food line that brings Mimi's authentic Italian recipes to your home. The line ranges from gourmet hand–made dried pastas all the way to wines and cooking utentsils. METHOD: To start this project I went back to 1960s Italy, Maria's heyday. The movement in the design of the time, matched the energy I saw in Maria, and I designed Mimi's core pattern with that in mind. The pattern's bright monochromatic color scheme is makes Mimi stand out among the photography driven of Mimi's more established competitors By modifying the typography of an old gelato sign, I created a "mod" sans-serif wordmark. I wanted the containers to feel elegant and sturdy, like Maria herself, and packaged most of the line in slender cylinders.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Mimi
Pasta
Packaging
Graphic
Design
Commercial
Art
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EXPERIMENT 01 02 03 04 05 06 07 08
MIMI
Ninety-Six and Looking Good EXPERIM ENT #1
INSTRUCTOR
COURSE
Mimi
Christine George
Packaging 2
MATERIALS
EXPERIMENT DATA
tracing paper
OBJECTIVE: To create a brand and packaging system for a deli, BBQ, or pasta brand. The design must be applied to at least ten different items of varying shapes and size.
0.7 mechanical pencil 3B, 4B, 5B, & 6B, graphite pencils Pentel Hi-polymer, block eraser Tombow Mono Zero eraser, round tip, retractable ruler Grafica Della Strada by Louise Fili Elegantissima by Louise Fili 11x17” scanner Moab Lasal Photo Matte, 11x17” 235 gsm
SUBJECT: Maria Occhipinti was born on October 29, 1921 in Sicily and for as long as I have known her we called her Mimi, an Italian pet name for grandmother. At 97 she looks 60, acts 40, and still makes her own pasta. Mimi pasta is an Italian food line that brings Mimi's authentic Italian recipes to your home. The line ranges from gourmet, hand–made dried, pastas all the way to wines and cooking utensils. METHOD: To start this project I went back to 1960s Italy, Maria's heyday. The movement in the design of the time, matched the energy I saw in Maria, so I designed Mimi's core pattern with that in mind. The pattern's bright monochromatic color scheme is makes Mimi stand out among the photography driven of Mimi's more established competitors By modifying the typography of an old gelato sign, I created a "mod" sans-serif word-mark. I wanted the containers to feel elegant and sturdy, like Maria herself, and packaged most of the line in slender cylinders.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Mimi
Pasta
Packaging
Graphic
Design
Commercial
Art
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EX P E R I M E N T S CAROLINA DE LIMA PORTELLA
Ø 6.17 Ø 5.6
Ø 3.25
Ø 3.18
5.7
5.7
Ø 3.25
Ø 3.12
15.3
overall 31.9
overall 30
live area 18
overall 31
Ø 7.86
Ø 8.21
live area 13
live area 31.5
Ø 3.12
overall 32
Ø 2.45
Ø 8.47
Ø 3.85 Ø 2.80
Fig. 1.1
Fig. 1.2
Fig. 1.3
Fig. 1.4
Ø 3.28
4.8
Ø 3.25
6.7
Ø 3.12
12.7
12.7
3.5
die cut window
overall 14.6
16.7
Fig. 1.6
Fig. 1.7
Ø 6.62
live area 14
Ø 6.62 live area 16
Fig. 1.5
Ø 5.2
4.4
overall 27.8
Ø 6.12
live area 22.2
Fig. 1.8
Ø 5.09
1.2
18.3
Ø 5.47
live area 8
9.2
die cut window
overall 8.5
14.1
3.7
3.5
Ø 4.77
live area 7
Ø 4.84
overall 11
overall 28.8
Ø 2.89
Ø 4.84
Fig. 1.9
Fig. 1.10
Fig. 1.11
Fig. 1.12
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MIMI
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EXPERIMENT 01 02 03 04 05 06 07 08
Fig. Fig. Fig. Fig.
1.1 1.2 1.3 1.4
Tagliatelle Chianti Pasta Cutter Chardonnay
Fig. Fig. Fig. Fig.
1.5 1.6 1.7 1.8
EV Olive Oil Balsamic Vinegar Conchigili Marinara Sauce
Fig. Fig. Fig. Fig.
1.9 1.10 1.11 1.12
Sardines Spices Lasagna Tomato Paste PAGE 1 2 13
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MIMI
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Fig. 1.13 A selection of hand rendered logo explorations in graphite and black marker. □□□
MIMI
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MIMI
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Fig. 1.14
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MIMI
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. 1.14 Mimi pattern studies
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MIMI
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Fig. 1.15 Field Notes 12/08/2014 □□□
MIMI
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EXPERIMENT 02 05 03 06 04 07 05 08 06 09 07 10 EXPERIMENT 0 1 02 01 03 04
RIGHT Back Right BACK
Turning Rubbish into Water EXPERIM ENT #1
INSTRUCTOR
COURSE
Right Back
Christine George
Visual Systems 2
MATERIALS
EXPERIMENT DATA
Moab Slickrock Silver 13”x19” paper
OBJECTIVE: For this assignment we were to create a brand and packaging system for a deli, BBQ, or pasta brand. An exercise in flexibility of design, we were to apply our design to at least ten different items of varying shapes and size. Inspired by my 96 year old step grandmother, Mimi, I decided to develope a pasta that captured her spirit.
straight edge bone folder Geometric Excercises in Paper Folding by T. Sundara Rao Folding Techniques for Designers by Paul Jackson double-sided tape #11 X-acto blades, sharp, for engraving #11 X-acto blade with rounded tip, for scoring several boxes of latex gloves
SUBJECT: Maria Occhipinti was born on October 29, 1921 in Sicily and for as long as I have known her we called her Mimi, an Italian pet name for grandmother. At 97 she looks 60, acts 40, and still makes her own pasta. Mimi pasta is an Italian food line that brings Mimi's authentic Italian recipes to your home. The line ranges from gourmet hand–made dried pastas all the way to wines and cooking utentsils. METHOD: To start this project I went back to 1960s Italy, Maria's heyday. The movement in the design of the time, matched the energy I saw in Maria, and I designed Mimi's core pattern with that in mind. The pattern's bright monochromatic color scheme is makes Mimi stand out among the photography driven of Mimi's more established competitors By modifying the typography of an old gelato sign, I created a "mod" sans-serif wordmark. I wanted the containers to feel elegant and sturdy, like Maria herself, and packaged most of the line in slender cylinders.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Right Back
Water
Packaging
Graphic
Design
Commercial
Art
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EXPERIMENT 01 02 03 04 05 06 07 08
RIGHT BACK
Turning Rubbish into Water EXPERIM ENT #2
INSTRUCTOR
COURSE
Right Back
Christine George
Packaging 2
MATERIALS
EXPERIMENT DATA
Moab Slickrock Silver, 13”x19” paper
OBJECTIVE: To create a brand and packaging system for a company that treats waste water, and resells it as purified drinking water.
straight edge bone folder Geometric Excercises in Paper Folding by T. Sundara Rao Folding Techniques for Designers by Paul Jackson double-sided tape #11 X-acto blades, sharp, for engraving #11 X-acto blade, with rounded tip, for scoring several boxes of latex gloves
SUBJECT: It takes 4,000 gallons of water a day to maintain the average soccer field. With the U.N. predicting water scarcity for half of the world’s population by 2030, we can no longer afford to waste water. Right Back is a London based company that is committed to improving sustainability in Premier League and international soccer. Instead of using injury prone Astroturf, Right Back uses their system to recycle excess water not absorbed by the field and turns it into premium drinking water. METHOD: Regardless of strict standards, one of the biggest obstacles of selling recycled waste water for consumption is public skepticism. Right Back’s identity to focus on the soccer field. The shield frame, composition, and strong sans serif provide a point of reference for their target audience, fans of international football. The shield depicts a water drop shape holding a soccer ball, a subtle allusion their recycling process. When I am walking around drinking coconut water, I squish the empty box and stick it in my back pocket to use as a make shift water bottle. This inspired me to develop a modified accordion fold that allows Right Back tetrapak to collapse fully without losing it’s structural integrity, creating a second use.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Right Back
Water
Packaging
Graphic
Design
Commercial
Art
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Fig. 2.1
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Fig. 2.2
Fig. 2.3
1.3
overall 7.9
8.3
Fig. 2.4
Fig. 2.5
Fig. 2.6
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RIGHT BACK
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. 2.1 Six-Pack Box Fig. 2.2 Tetra-Pack Front Fig. 2.3 Tetra-Pack Side
Fig. 2.4 1st Stage of Collapse Fig. 2.5 2nd Stage of Collapse Fig. 2.6 Fully Collapsed
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RIGHT BACK
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4.4
1.9
SIDE PANEL
SIDE PANEL
FRONT PANEL
1.5
1.6
5.9
1.6
1.3
21.3 collaspes to 1.3
2.5
5.9
Fig. 2.7 Tetra Pack Dieline and Fold Guide □□□
EXPERIMENT 01 02 03 04 05 06 07 08
RIGHT BACK
BACK PANEL
12.9 collaspes to 1.3
23.6
VALLEY FOLD
MOUNTAIN FOLD
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RIGHT BACK
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EXPERIMENT 01 02 03 04 05 06 07 08
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Fig. 2.8 Field Notes □□□
RIGHT BACK
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EXPERIMENT 01 02 03 04 05 06 07 08
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EXPERIMENT 01 02 03 04 05 06 07 08
THE BALM
Putting on a New Face EXPERIM ENT #3
INSTRUCTOR
COURSE
The Balm
Thomas McNulty
Identity 2
MATERIALS
EXPERIMENT DATA
Moab Slickrock Silver 13”x19” paper
OBJECTIVE: For this assignment we were to create a brand and packaging system for a deli, BBQ, or pasta brand. An exercise in flexibility of design, we were to apply our design to at least ten different items of varying shapes and size. Inspired by my 96 year old step grandmother, Mimi, I decided to develope a pasta that captured her spirit.
straight edge bone folder Geometric Excercises in Paper Folding by T. Sundara Rao Folding Techniques for Designers by Paul Jackson double-sided tape #11 X-acto blades, sharp, for engraving #11 X-acto blade with rounded tip, for scoring several boxes of latex gloves
SUBJECT: Maria Occhipinti was born on October 29, 1921 in Sicily and for as long as I have known her we called her Mimi, an Italian pet name for grandmother. At 97 she looks 60, acts 40, and still makes her own pasta. Mimi pasta is an Italian food line that brings Mimi's authentic Italian recipes to your home. The line ranges from gourmet hand–made dried pastas all the way to wines and cooking utentsils. METHOD: To start this project I went back to 1960s Italy, Maria's heyday. The movement in the design of the time, matched the energy I saw in Maria, and I designed Mimi's core pattern with that in mind. The pattern's bright monochromatic color scheme is makes Mimi stand out among the photography driven of Mimi's more established competitors By modifying the typography of an old gelato sign, I created a "mod" sans-serif wordmark. I wanted the containers to feel elegant and sturdy, like Maria herself, and packaged most of the line in slender cylinders.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
The Balm
Beauty
Identity
Graphic
Design
Commercial
Art
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EXPERIMENT 01 02 03 04 05 06 07 08
THE BALM
Putting on a New Face EXPERIM ENT #3
INSTRUCTOR
COURSE
The Balm
Thomas McNulty
Identity 2
MATERIALS
EXPERIMENT DATA
0.7 mechanical pencil
OBJECTIVE: To re-design an existing identity and branding system. We were to deliver a new identity, stationery system, and demonstrate how it would be applied to the brand's products.
Faber-Castell PITT pens, XS, S, F, M, B, SC, SB, & 1,5. Pentel Hi-polymer, block eraser ruler plain computer paper, 11"x17" 11x17" scanner Moab Lasal Photo Matte, 11x17" 235 gsm
SUBJECT: In 2004, Marissa Shipman, founder of The Balm, bought 11 books on how to make make-up on Amazon and began mixing her kitchen. Eleven years later, you can now find The Balm's paraben and cruelty-free products worldwide. The Balm Cosmetics boasts a complete line of makeup, skin care, hair care and nail polish. The Balm has the philosophy that beauty should not have to take more than five minutes to achieve. Every woman, if given the right tools, can unleash their own inner glam artist. METHOD: The Balm's design hallmark is their use of 1950s artwork and humorous copy on their packaging. It's image heavy and it's current identity is a bit too complicated to compliment that style without drawing away attention. My goal was to create a refined branding system to accompany the large personality they have on the packaging. Keeping their 1950s influence in mind, I developed a logo that kept elements of the old identity as well as a stationery system that can be applied cleanly to their explosive package design and aesthetic.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
The Balm
Beauty
Identity
Graphic
Design
Commercial
Art
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Fig. 3.1
Fig. 3.2
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THE BALM
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. 3.1 Lip shape research
Fig. 3.2 Typographical research
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Fig. 3.3 The Balm's original logo □□□
THE BALM
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. 3.4 The Balm's re-designed logo □□□□
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THE BALM
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THE BALM
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THE BALM
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THE BALM
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EXPERIMENT 01 02 03 04 05 06 07 08
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Fig. 3.5 Field Notes c. August 2015 □□□
THE BALM
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EXPERIMENT 04 07 05 08 06 09 07 10 08 EXPERIMENT 01 02 01 03 02 04 03 05 06
YELLOW Cab Yellow CAB
Stayin' Alive, Stayin' Alive EXPERIM ENT #1
INSTRUCTOR
COURSE
Yellow Cab
Thomas McNulty
Identity 2
MATERIALS
EXPERIMENT DATA
Moab Slickrock Silver 13”x19” paper
OBJECTIVE: For this assignment we were to create a brand and packaging system for a deli, BBQ, or pasta brand. An exercise in flexibility of design, we were to apply our design to at least ten different items of varying shapes and size. Inspired by my 96 year old step grandmother, Mimi, I decided to develope a pasta that captured her spirit.
straight edge bone folder Geometric Excercises in Paper Folding by T. Sundara Rao Folding Techniques for Designers by Paul Jackson double-sided tape #11 X-acto blades, sharp, for engraving #11 X-acto blade with rounded tip, for scoring several boxes of latex gloves
SUBJECT: Maria Occhipinti was born on October 29, 1921 in Sicily and for as long as I have known her we called her Mimi, an Italian pet name for grandmother. At 97 she looks 60, acts 40, and still makes her own pasta. Mimi pasta is an Italian food line that brings Mimi's authentic Italian recipes to your home. The line ranges from gourmet hand–made dried pastas all the way to wines and cooking utentsils. METHOD: To start this project I went back to 1960s Italy, Maria's heyday. The movement in the design of the time, matched the energy I saw in Maria, and I designed Mimi's core pattern with that in mind. The pattern's bright monochromatic color scheme is makes Mimi stand out among the photography driven of Mimi's more established competitors By modifying the typography of an old gelato sign, I created a "mod" sans-serif wordmark. I wanted the containers to feel elegant and sturdy, like Maria herself, and packaged most of the line in slender cylinders.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Yellow Cab
Transport
Identity
Graphic
Design
Commercial
Art
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PAGE 0 8 09
EXPERIMENT 01 02 03 04 05 06 07 08
YELLOW CAB
Stayin' Alive, Stayin' Alive EXPERIM ENT #3
INSTRUCTOR
COURSE
Yellow Cab
Thomas McNulty
Identity 2
MATERIALS
EXPERIMENT DATA
tracing paper 0.7 mechanical pencil 3B, 4B, 5B, & 6B graphite pencils Faber-Castell PITT pens XS, S, F, M, B, SC, SB, & 1,5. Tombow Mono zero eraser round tip, retractable Pentel Hi-polymer block eraser ruler plain computer paper 11x17" chipboard yellow adhesive viynl purple adhesive viynl Sihoulette die-cut machine 11x17" scanner Moab Lasal Photo Matte 11x17" 235 gsm
OBJECTIVE: To re-design an existing identity and branding system. We were to deliver a new identity, brand guidelines, stationery system, and show how it would be applied. SUBJECT: The Yellow Cab SF Co-op was formed by former employees of the bankrupt Yellow Cab Company in 1977 as a membership cooperative. All thirteen directors are currently active in the company; nine are drivers and four manage day to day operations. All their drivers carry SF municipal cab medallions, have taken a taxi driving course, and have had a thorough background check. With the advent of ride share services, Yellow Cab has seen a decline in business. Yellow Cab has taken steps to modernize by creating an app but, their image still reflects the inconvenience of the old cab hailing system. METHOD: The old Yellow Cab logo looks like a caution sign to customers; STOP! USE LYFT! I wanted their new identity to not only have a modern approach but, also seem friendly and more inviting. Yellow Cab has a unique position that ride sharing companies can not manufacture; a long standing presence and a historic tie to the San Francisco community. To highlight, this I wanted their identity to evoke the groovy San Francisco of the 1970s, their era of their founding. I hand lettered a 1970s style logo mark and created a brand pattern in the same style.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Yellow Cab
Transport
Identity
Graphic
Design
Commercial
Art
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Fig. 3.1
Fig. 3.2
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YELLOW CAB
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. 4.1 Brand Guidelines
Fig. 4.2 50 Page Spread
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Fig. 4.3 A selection of hand rendered logo explorations in graphite and black marker. □□□
YELLOW CAB
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EXPERIMENT 01 02 03 04 05 06 07 08
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YELLOW CAB
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EXPERIMENT 01 02 03 04 05 06 07 08
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YELLOW CAB
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EXPERIMENT 01 02 03 04 05 06 07 08
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YELLOW CAB
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EXPERIMENT 01 02 03 04 05 06 07 08
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YELLOW CAB
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YELLOW CAB
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YELLOW CAB
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YELLOW CAB
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Fig. 4.4 Field Notes c. June 2015 □□□
YELLOW CAB
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LA PLATA 47
EXPERIMENT 0 1 02 03 04 05 06 07
A New Way To Eat 24/7 EXPERIM ENT #2
INSTRUCTOR
COURSE
La Plata 47
Sean McGuire
Visual Systems 2
MATERIALS
EXPERIMENT DATA
tracing paper
OBJECTIVE: The assignment was given to us is an a very unique way. We were to pick the brand name, what that brand did, and its core attributes, randomly, from a pile of index cards and develop an appropriate visual system. I got 24 hour cafe, casual modern, traditional luxury, and La Plata 47. The inherently Latin name allowed me to develop the brand around its namesake, an existing Argentinean steak house.
Golden Arcylic Paint #1530 Primary Yellow #1140 Colbalt Blue #1510 Primary Magenta #1030 Burnt Umber #1380 Titanium White palette paper several paint brushes in various sizes paper towels 11x17” scanner Moab Lasal Photo Matte 11x17” 235 gsm
SUBJECT: La Plata 47 is a 24 hour cafe serving modern Argentinean dishes. Our goal is to be a bright light in the dark, dingy world of 24 hour food service. We offer a buffet of thought out Argentinean dishes made with the best ingredients and an organic coffee bar. Our dining room offers a refuge from the greasy diner counter, so our customers can experience the luxury of a fine dining menu in a modern informal atmosphere regardless of when their work day ends. METHOD: I am Brazilian, and though every Latin country has its own unique personality, they have a common an explosive lust for life and reverence for the homemade. When you walk the streets of any Latin country you’re bombarded with all kinds of handmade signs, objects, and even buildings. To evoke this I experimented with creating my own painted illustrations and lettering instead of changing and appropriating drawings I found online using the computer.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
La Plata 47
Restaurant
Identity
Graphic
Design
Commercial
Art
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EXPERIMENT 01 02 03 04 05 06 07 08
LA PLATA 47
A New Way To Eat 24/7 EXPERIM ENT #2
INSTRUCTOR
COURSE
La Plata 47
Sean McGuire
Visual Systems 2
MATERIALS
EXPERIMENT DATA
tracing paper
OBJECTIVE: Our objective was given to us in a very unique way. We were to pick the brand name, what that brand did, and its core attributes, randomly, from a pile of index cards and develop an appropriate visual system. I got 24 hour cafe, casual modern, traditional luxury, and La Plata 47. The inherently Latin name allowed me to develop the brand around its namesake, an existing Argentinean steak house.
Golden Arcylic Paint #1530 Primary Yellow #1140 Colbalt Blue #1510 Primary Magenta #1030 Burnt Umber #1380 Titanium White palette paper several paint brushes in various sizes paper towels 11x17” scanner Moab Lasal Photo Matte 11x17” 235 gsm
SUBJECT: La Plata 47 is a 24 hour cafe serving modern Argentinean dishes. Our goal is to be a bright light in the dark, dingy world of 24 hour food service. We offer a buffet of thought out Argentinean dishes made with the best ingredients and an organic coffee bar. Our dining room offers a refuge from the greasy diner counter, so our customers can experience the luxury of a fine dining menu in a modern informal atmosphere regardless of when their work day ends. METHOD: I am Brazilian, and though every Latin country has its own unique personality, they have a common an explosive lust for life and reverence for the homemade. When you walk the streets of any Latin country you’re bombarded with all kinds of handmade signs, objects, and even buildings. To evoke this I experimented with creating my own painted illustrations and lettering instead of changing and appropriating drawings I found online using the computer.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
La Plata 47
Restaurant
Identity
Graphic
Design
Commercial
Art
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11.8
30.5
70.9
11.8
13.3
11.8
Fig. 5.1
Fig. 5.2
21.6
5
1.3
20.3
14.6
17.8
12.7
27.9
12.7
10.8
22.2
5.4
7.6
Fig. 5.3
Fig. 5.4
Fig. 5.5
Fig. 5.6
Fig. 5.7
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LA PLATA 47
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. 5.1 Menu Fig. 5.2 Wine/Beer Menu
Fig. Fig. Fig. Fig.
5.3 5.4 5.5 5.6
Letterhead Envelope Business Card Brand Story
Fig. 5.7 30 Page Spread □□□□
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EXPERIMENT 01 02 03 04 05 06 07 08
00:00.00 Opening Scene
00:03.44 Written as if by an invisible hand on scene
00:08.15 After 2nd slogan, dissolves to second scene
00:13.57 Slogan written followed by plate outline
00:21.46 After second slogan and outline transition
00:31.12 Plate outline become clock, slogans follow
00:39.07 Hands of clock change with each slogan
00:42.00 Clock changes to logo and dissolve to blue
Fig. 5.8 Video Storyboard □□□□
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LA PLATA 47
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EXPERIMENT 01 02 03 04 05 06 07 08 09 10
FOSTER
Teaching Taste EXPERIM ENT #5
INSTRUCTOR
COURSE
Foster
Michael Osborne
Packaging 4
MATERIALS
EXPERIMENT DATA
Moab Slickrock Silver 13”x19” paper
OBJECTIVE: For this assignment we were to create a brand and packaging system for a deli, BBQ, or pasta brand. An exercise in flexibility of design, we were to apply our design to at least ten different items of varying shapes and size. Inspired by my 96 year old step grandmother, Mimi, I decided to develope a pasta that captured her spirit.
straight edge bone folder Geometric Excercises in Paper Folding by T. Sundara Rao Folding Techniques for Designers by Paul Jackson double-sided tape #11 X-acto blades, sharp, for engraving #11 X-acto blade with rounded tip, for scoring several boxes of latex gloves
SUBJECT: Maria Occhipinti was born on October 29, 1921 in Sicily and for as long as I have known her we called her Mimi, an Italian pet name for grandmother. At 97 she looks 60, acts 40, and still makes her own pasta. Mimi pasta is an Italian food line that brings Mimi's authentic Italian recipes to your home. The line ranges from gourmet hand–made dried pastas all the way to wines and cooking utentsils. METHOD: To start this project I went back to 1960s Italy, Maria's heyday. The movement in the design of the time, matched the energy I saw in Maria, and I designed Mimi's core pattern with that in mind. The pattern's bright monochromatic color scheme is makes Mimi stand out among the photography driven of Mimi's more established competitors By modifying the typography of an old gelato sign, I created a "mod" sans-serif wordmark. I wanted the containers to feel elegant and sturdy, like Maria herself, and packaged most of the line in slender cylinders.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Foster
Homeware
Packaging
Graphic
Design
Commercial
Art
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EXPERIMENT 01 02 03 04 05 06 07 08
FOSTER STORE
Feeling At Home in Homeware EXPERIM ENT #5
INSTRUCTOR
COURSE
Foster Store
Michael Osborne
Packaging 4
COLLABORATORS
EXPERIMENT DATA
Colin Wong
OBJECTIVE: To create alone brands, in the William Sonoma, that of consumers wary of
Taylor Sprigett Jiru Wang
a home-ware store with stand vein of Crate & Barrel and appeals to a new generation traditional luxury brands.
SUBJECT: Currently, luxury home-ware stores market to a well seasoned consumer who know what they want and how it fits into their home aesthetic. They fill their stores with thousands of products and provide little direction to young new consumers who aren't versed in high quality goods and are more often over-whelmed by the multitude of choices presented. Foster's goal is to make our customer feel confident in their purchase by clearly outlining how to use each product, how it fits into their home aesthetic, and what exactly they are paying for. Our small, curated line of products can make any beginner to feel like expert.
STORE BRAND
KEY ATTRIBUTES
Foster Bold
Straight-forward, modern, and polished.
Foster Quirky
Playful, approacheble, and 90's nostaligia.
Foster Sophesticate
Intricate, traditional, and organic.
STAND-ALONE BRAND
KEY ATTRIBUTES
Batch
Organic, international, and small batch.
Food and Drink
Root
Innovative, friendly, and educational.
Garden
Grace
Elegent, fresh, and soft.
Beauty and Skincare
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IDENTITY
DEPARTMENT Homeware, kitchen, and bath. Homeware, kitchen, and bath. Homeware, kitchen, and bath.
IDENTITY
DEPARTMENT
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Fig. 5.1 Brand Matrix. □□□
FOSTER
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EXPERIMENT 01 02 03 04 05 06 07 08
FOSTER
Teaching Taste EXPERIM ENT #5
INSTRUCTOR
COURSE
Foster
Michael Osborne
Packaging 4
COLLABORATORS
EXPERIMENT DATA
Colin Wong
OBJECTIVE: To help people develop their own home aesthetic and teach them how to pair different styles of home-ware in a harmonious way.
Taylor Sprigett Jiru Wang
SUBJECT: Existing quality home-ware stores provide no direction in how to pair their products to create a harmonious living space. They assume their customers feel comfortable decorating their homes. This can be very alienating to Millennials who are living independently for the first time. Many of them can not afford an apartment of their own until they're in their mid to late twenties. They want their home to look "grown-up" instead of a expanded dorm room. METHOD: Foster provides home-ware in 3 distinct styles, curated to work harmoniously with the other. Our customers can choose from one of our aesthetics, (bold, quirky, sophisticated) or, mix and match from any of the styles to create their own unique style. We want our customers to feel free to make their own choices without fear of buyers remorse.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Foster
Homeware
Packaging
Graphic
Design
Commercial
Art
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11.9
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8.5
18.5
1.8
23.5
27.5
21.5
27.5
16.3 8.3
Fig. 5.3
Fig. 5.2
13.2
8.5
14.3
12.3
16.3
Fig. 5.4
Fig. 5.5
4
25.7
25.7
4.4
5.3
35.9
9.9
17.2
10.5
Fig. 5.7
Fig. 5.6
Fig. 5.8
14.6
14.3
38.3
14.3
14.7
25.6
25.7
26.4
26.5
38.4
8.8 9.2
8.9
8.8
8.9
14.2
14.2
Fig. 5.6
Fig. 5.7
9.2
Fig. 5.8
25.6
13.1
25.6
25.7
25.7
13.1
Fig. 5.6
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FOSTER
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. Fig. Fig. Fig.
5.2 5.3 5.4 5.5
Quirky Quirky Quirky Quirky
Shelf Batter Stick USB Bowl
Fig. 5.6 Sophis. Plate Fig. 5.7 Sophis. Serveware Set Fig. 5.8 Sophis. Salt
Fig. 5.9 Bold Wine Glass Fig. 5.10 Bold Kettle Fig. 5.11 Bold Alarm Clock
Fig. 5.12 Bold Salad Plate
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EXPERIMENT 01 02 03 04 05 06 07 08
BATCH
Something New Everyday EXPERIM ENT #6
INSTRUCTOR
COURSE
Batch
Michael Osborne
Packaging 4
MATERIALS
EXPERIMENT DATA
Colin Wong
OBJECTIVE: To create a stand-alone, small batch food line that can be bought as a gift or, for personal consumption, to be sold in Foster stores.
Taylor Sprigett Jiru Wang
SUBJECT: Batch is all about breaking outside the mold, with baby steps. Trying something new can be scary, this is especially true when it comes to food. Batch provides individually packed ingredients to a number of different cuisines around the world to set you up for success. Whether you're a budding new sushi chef or, just looking to expand your cocktail knowledge, Batch knows just where to start. SUBJECT: Each product in Batch's line is meant to look markedly different from the other. The look and materials used to package each of its products reflect the product itself rather than one unified brand. There's authoritarian BBQ sauce and fun salad dressings. Homestyle pasta and debonair cocktails. Organic sushi and slick coffee, all unified under the distressed Batch logo placed a top each product.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Batch
Food
Packaging
Graphic
Design
Commercial
Art
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4.7
Ø 2.9
2.7
5.7
14.8
Ø 3.3
Ø 2.5
overall 25.5
Ø 4.2
overall 18
overall 23
live area 11.1
Ø 5.3
overall 20.7
Ø 4.1
Ø 6.6
Ø 7.7
Fig. 5.14
Fig. 5.15
Ø 3.9
Fig. 5.16
Fig. 5.17
Ø 7.6
Ø 9
8.9
Ø 9.3 12.7
overall 14.1
live area 8.3
overall 14.3
Ø 8.2
Ø 7.7
8
5.8 3
overall 15
Ø 7.9
Ø 7.9 3.8
Fig. 5.18
Fig. 5.19
Fig. 5.20
Fig. 5.21
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BATCH
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EXPERIMENT 01 02 03 04 05 06 07 08
Fig. Fig. Fig. Fig.
5.14 5.15 5.16 5.17
Salad Dressing Coffee Vinegar & Soy Sauce BBQ Sauce
Fig. Fig. Fig. Fig.
5.18 5.19 5.20 5.21
Cocktail Pasta Sauce Rice & Pasta Spices
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Fig. 5.22 Field Notes 9/30/2015 □□□
BATCH
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EXPERIMENT 01 02 03 04 05 06 07 08
ROOT
It Ain't Easy Being Green EXPERIM ENT #7
INSTRUCTOR
COURSE
Root
Michael Osborne
Packaging 4
MATERIALS
EXPERIMENT DATA
Colin Wong
OBJECTIVE: To make gardening easier, and more fun through innovative packaging design, and clear, concise information design.
Taylor Sprigett Jiru Wang
SUBJECT: Root started as an experiment in finding a new way to package seeds. Traditional seed packets are too disposable; once they're open, they're open. And if you lose that packet you have to rely on conflicting information you find on the internet. Root's seed packaging is based on Nyquil blister packs. The vital growing instructions are provided on the back of each pod and contain the precise amount of seeds you need for planting. The "blister packs" are made from recycled paper bags blended with starch, and are completely compostable. METHOD: Most products that are geared towards new gardeners are made for children. We wanted to make Root age neutral. Root needed to be friendly and approachable to without being overly childish and condescending. We found this balance by limiting our color palette to craft, black, and one silkscreened color, paired with a cheeky illustration.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Root
Garden
Packaging
Graphic
Design
Commercial
Art
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2.5 5.7
2.5
7.9 0.89
Ø 5.2
9.2
1.4
2.7
13
2.5
9.6
0.89
9.5
Fig. 5.24
Fig. 5.25
Fig. 5.26
Fig. 5.27
Ø 1.7 3.1
9.2
3.1
Fig. 5.28
overall 35.5
Fig. 5.23
9.3 9.2
10.5
2.5
3.6
13
8
10.5
1.4 8.8
9.2
13.5 7.9
17.2
17.2
pleat 2.5
11.2
4.4
overall 35.5
26.5
24.9
Fig. 5.29
Fig. 5.30
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ROOT
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. Fig. Fig. Fig. Fig. Fig.
5.23 5.24 5.25 5.26 5.27 5.28
Avocado Sleeve Avocado Seed Pack Large Seed Sleeve Large Seed Pack Small Seed Sleeve Small Seed Pack
Fig. 5.29 Tool Set Bag Closed Fig. 5.30 Tool Set Bag Open
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Fig. 5.31 Field Notes 9/30/2015 □□□
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GRACE
A Simple Elegance EXPERIM ENT #8
INSTRUCTOR
COURSE
Grace
Michael Osborne
Packaging 4
MATERIALS
EXPERIMENT DATA
Colin Wong
OBJECTIVE: To create and design a stand-alone skin care brand for the simply sophisticated woman.
Taylor Sprigett Jiru Wang
SUBJECT: In the skin and hair care market, luxury brand Grace stands out among the rest. With a steadfast commitment to putting the needs of skin and scalp first, the goal of Grace is to create skin and hair care that steers clear of anything that may harm the skin or scalp. By, only using pure, organic ingredients, Grace boasts a robust, allergen free skin care and hair care line. METHOD: Grace's skin care line is house in simple glass containers with white flush tops, giving an air of simple sophistication. Grace's hair care line is made up of bottles with soft, unique curves eluding to the result your hair will achieve if you use the Grace hair care line. Grace's word mark was created by modifying an existence typeface, Smoothie Sans.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Grace
Beauty
Packaging
Graphic
Design
Commercial
Art
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5
Ø 3.66
4.7
Ø 3.97
contact Ø 4.7
Fig. 5.33
live area 4
Fig. 5.34
Ø 5.53
1.1 live area 3.2
Ø 5.53
overall 5
Ø 2.7
live area 9.2
overall 13
live area 10
Ø 2.7
Ø 2.7
Ø 1.9
Ø 6.01
overall 13
Ø 9.17
contact Ø 6.9
Fig. 5.32
Ø 5.69
1.5
Ø 9.17 overall 7.2
Ø 3.39
live area 10
overall 16.1
Ø 5.25
live area 10.7
overall 17.5
Ø 4.23
contact Ø 4.5
Fig. 5.35
Fig. 5.36
Fig. 5.37
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GRACE
EXPERIMENT 01 02 03 04 05 06 07 08
Fig. 5.32 Shampoo & Conditioner Fig. 5.33 Hair Repair Cream Fig. 5.34 Repair Hair Mask
Fig. 5.35 Cleansing Toner Fig. 5.36 Facial Oil Fig. 5.37 Mask & Moisterizer
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Fig. 5.38 Field Notes 10/21/2015 □□□
GRACE
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TYPO TOUCH
EXPERIMENT 01 02 03 04 05 06 07 08 09 10
Feeling Is Believing EXPERIM ENT #9
INSTRUCTOR
COURSE
Typo Touch
Ariel Grey
Typography 4
MATERIALS
EXPERIMENT DATA
Moab Slickrock Silver 13”x19” paper
OBJECTIVE: For this assignment we were to create a brand and packaging system for a deli, BBQ, or pasta brand. An exercise in flexibility of design, we were to apply our design to at least ten different items of varying shapes and size. Inspired by my 96 year old step grandmother, Mimi, I decided to develope a pasta that captured her spirit.
straight edge bone folder Geometric Excercises in Paper Folding by T. Sundara Rao Folding Techniques for Designers by Paul Jackson double-sided tape #11 X-acto blades, sharp, for engraving #11 X-acto blade with rounded tip, for scoring several boxes of latex gloves
SUBJECT: Maria Occhipinti was born on October 29, 1921 in Sicily and for as long as I have known her we called her Mimi, an Italian pet name for grandmother. At 97 she looks 60, acts 40, and still makes her own pasta. Mimi pasta is an Italian food line that brings Mimi's authentic Italian recipes to your home. The line ranges from gourmet hand–made dried pastas all the way to wines and cooking utentsils. METHOD: To start this project I went back to 1960s Italy, Maria's heyday. The movement in the design of the time, matched the energy I saw in Maria, and I designed Mimi's core pattern with that in mind. The pattern's bright monochromatic color scheme is makes Mimi stand out among the photography driven of Mimi's more established competitors By modifying the typography of an old gelato sign, I created a "mod" sans-serif wordmark. I wanted the containers to feel elegant and sturdy, like Maria herself, and packaged most of the line in slender cylinders.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Typo Touch
Conference
Typography
Graphic
Design
Commercial
Art
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EXPERIMENT 01 02 03 04 05 06 07 08
TYPO TOUCH
Feeling Is Believing EXPERIM ENT #9
INSTRUCTOR
COURSE
Typo Touch
Ariel Grey
Typography 4
MATERIALS
EXPERIMENT DATA
Moab Slickrock Silver 13”x19” paper
OBJECTIVE: To create a design or tech conference about future technology and advancements in one particular field. To design a 60 page promotional book, a 24" x 36" poster, and a mobile entry app.
straight edge bone folder Geometric Excercises in Paper Folding by T. Sundara Rao Folding Techniques for Designers by Paul Jackson double-sided tape #11 X-acto blades, sharp, for engraving #11 X-acto blade with rounded tip, for scoring
SUBJECT: As humans we fill our world with art because pure survival is insufficient. Yet we have not extended the same courtesy to certain members of our society; the visually impaired. TYPO TOUCH is a new kind of design conference. Designers by trade are visual people. Design, however, is not purely visual. We create experiences that are multi-sensory and have not only an outer beauty but, resonate with us internally. During this conference we will explore how we can become professional creators and communicators. METHOD: What interested me in creating a book that could be experienced by the visually impaired and the visually astute was the opportunity to work with graphical elements in a different dimensions. I wanted the promotional book to have a quiet, zen tone visually and tactically exciting. Every page has a hand embossed braille element and activities that allow people to get a taste of what it's like to experience the world of visual art with out the aid of their eyes.
several boxes of latex gloves
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Typo Touch
Conference
Typography
Graphic
Design
Commercial
Art
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91.4
61
1334 x 750
Fig. 7.1
Fig. 7.2
Fig. 7.3
44
48
49
50
51
52
45
46
47
53
Fig. 7.4
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EXPERIMENT 01 02 03 04 05 06 07 08
Fig. 7.1 Promotional Poster Fig. 7.2 Conference Book Fig. 7.3 Mobile Entry Badge
Fig. 7.4 30 Spread Book
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TYPO TOUCH
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KEEPSAKE
EXPERIMENT 01 02 03 04 05 06 07 08
Designer's Never Forget EXPERIM ENT #
INSTRUCTOR
COURSE
Keepsake
N/A
N/A
MATERIALS
EXPERIMENT DATA
Moab Slickrock Silver 13”x19” paper
OBJECTIVE: For this assignment we were to create a brand and packaging system for a deli, BBQ, or pasta brand. An exercise in flexibility of design, we were to apply our design to at least ten different items of varying shapes and size. Inspired by my 96 year old step grandmother, Mimi, I decided to develope a pasta that captured her spirit.
straight edge bone folder Geometric Excercises in Paper Folding by T. Sundara Rao Folding Techniques for Designers by Paul Jackson double-sided tape #11 X-acto blades, sharp, for engraving #11 X-acto blade with rounded tip, for scoring several boxes of latex gloves
SUBJECT: Maria Occhipinti was born on October 29, 1921 in Sicily and for as long as I have known her we called her Mimi, an Italian pet name for grandmother. At 97 she looks 60, acts 40, and still makes her own pasta. Mimi pasta is an Italian food line that brings Mimi's authentic Italian recipes to your home. The line ranges from gourmet hand–made dried pastas all the way to wines and cooking utentsils. METHOD: To start this project I went back to 1960s Italy, Maria's heyday. The movement in the design of the time, matched the energy I saw in Maria, and I designed Mimi's core pattern with that in mind. The pattern's bright monochromatic color scheme is makes Mimi stand out among the photography driven of Mimi's more established competitors By modifying the typography of an old gelato sign, I created a "mod" sans-serif wordmark. I wanted the containers to feel elegant and sturdy, like Maria herself, and packaged most of the line in slender cylinders.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Keepsake
SWAG
Packaging
Graphic
Design
Commercial
Art
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KEEPSAKE
Designer's Never Forget EXPERIM ENT #8
INSTRUCTOR
COURSE
Keepsake
N/A
N/A
MATERIALS
EXPERIMENT DATA
Polaroid One600, instant camera
OBJECTIVE: To design and create keepsake items that commemorate special life events. Items and aesthetic may change with each different event but, each set must include a card with event details.
Fuji Instax Mini 8, instant camera Impossible 600, color instant film Fuji Instax Mini, color instant film straight edge bone folder Scotch Craft, double-sided tape #11 X-acto blades Moab Lasal Photo Matte, 11x17” 235 gsm
SUBJECT: In an age dominated by persistent personal documentation, I always find myself lacking. As I get older, I'm starting to see the value of taking pictures of life's events and I thought this would be a great opportunity to exercise my design skills. Not only that but, having a custom design keepsake makes each outing feel a little more special. METHOD: Mobile photography has never interested me and they've always felt too disposable to have much sentimental value. I needed to find a way to make photographing these events appealing. I am a hoarder of antiquated technology I thought using only instant film would be my best hope. This gave me a consistent form to design around and added weight to the photography. Plus, it is super fun and gives each photograph a unique look.
SPECIES
GENUS
FA MILY
OR DER
CLASS
KINGDOM
DOMAIN
Keepsake
SWAG
Packaging
Graphic
Design
Commercial
Art
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13.5
14.4
4.6
13.5
25.5
5 6.5
9.2
6.9
11.9
4.8
Fig. 8.1
Fig. 8.2
13.5
8.8
Fig. 8.3
Fig. 8.5
8.8
13.5
0.4
4.6
8
9.5
11.5
8
10.7
6.2
6.2
9.2 3
Fig. 8.6
Fig. 8.7
Fig. 8.8
Fig. 8.9
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EXPERIMENT 01 02 03 04 05 06 07 08
Fig. Fig. Fig. Fig.
8.1 8.2 8.3 8.4
2001 2001 2001 2001
Fig. Fig. Fig. Fig.
8.5 8.6 8.7 8.8
Speakeasy Card AMS Card AMS Polaroid Sleeve AMS Polaroid Box
Gift Bag Snack-Box Candy Bag Card
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THANK YOU
EXPERIMENT 01 02 03 04 05 06 07 08
Thank You INSTRUCTORS
FRIENDS
FAMILY
David Hake
Patricia Lee
Papai
Darryl Hammond
Tyler Balough
Katy McGlynn
Ariel Grey
Rachael Wordhouse
Ian Powell
Christine George
Cherish Chang
Mom and Dave
Sean McGuire
Gabriela Benitiz
Michael Osborne
Alexis M. Paul
Mary Scott
Gabriel Castro
Carrie Ann Plank
Erik Berger Vaage
Tom McNulty
Louise Holmen
NOTES
Instructors: Thank you for always pushing me out of my comfort zone, asking me to take risks, acknowledging my hard work, and for the encouragement to keep going. I would not be the designer I am without your help. Friends: My school chums, thank you for your time, your critical eye, synchronized sighs, finger slice advice, and most of all your kindness. My life bros, thank you for sticking around through so many years of ":( I have homework," and for all the support. I would not have made it through this with out knowing you. You'll always have a friend in me. Family: You put up with all the tears, mucus, panic attacks, and sleepless nights and you put up the cash. I wouldn't be here without you, literally and figuratively. I love you so much
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Thank You INSTRUCTORS
FRIENDS
FAMILY
David Hake
Patricia Lee
Papai
Darryl Hammond
Tyler Balough
Katy McGlynn
Ariel Grey
Rachael Wordhouse
Ian Powell
Christine George
Cherish Chang
Mom and Dave
Sean McGuire
Gabriela Benitiz
Michael Osborne
Alexis M. Paul
Mary Scott
Gabriel Castro
Carrie Ann Plank
Erik Berger Vaage
Tom McNulty
Louise Holmen
NOTES
Instructors: Thank you for always pushing me out of my comfort zone, asking me to take risks, acknowledging my hard work, and for the encouragement to keep going. Friends: My school chums, thank you for your time, critical eye, synchronized sighs, finger slice advice, and most of all your kindness. My life bros, thank you for sticking through so many years of ":( I have homework," with nary a complaint. I would not have made it through this without knowing you. You'll always have a friend in me. Family: You put up with all the tears, mucus, panic attacks, sleepless nights, and you put up the cash. I wouldn't be here without you, literally and figuratively. I will never find the right words to truly express how important you are to my life. So, for once, I'll be brief. I love you so much.
E X P E R I M E N T S CAROLINA DE LIMA PORTELLA
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Colophone CONTACT INFORMATION
CAROLINA DE LIMA PORTELLA: +01 650 862 6600 portellacarolina@gmail.com carolinaportella.com
PRODUCTION
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 STOCK:
100 lb Finch Fine, ID text stock.
TYPOGRAPHY:
Eskell Display, Olle Eskell, 1962. Göran Söderström, 2015. Courier New, Monotype, 1992.
PHOTOGRAPHY:
Jim Hildreth Photography 250 Newhall St. San Francisco, CA. 94124.
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