P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: INTRODUCTION
HELLO
P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: TABLE OF CONTENTS
Vans Website
06 pg. 06
pg. 16
pg. 24
pg. 32
05
Artist & Craftsman App
pg. 62
Qualcomm
pg. 70
09
04
Pod
Mon Chou 08
03
Khamsa
pg. 50
07
02
EDC Posters
E3 Expo
pg. 40
Aguas Tapatias
pg. 80
TABLE OF CONTENTS
01
P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: VA N S W E B SI T E
WEB PAG E DESIG N
TERM: FALL 2016
OBJECTIVE
PROJEC T T YPE
Web/Interactive
Vans, an iconic skate shoe company, needs to constantly expand and innovate their brand to stay relevant. The main audience for this are trendy individuals, aged 16-31, who are a part of the skate culture or enjoy Vans' edgy style. Vans needed a promotional website as a way to generate interest about the history of their most popular shoes and how they connect to skate culture.
COURSE
Web Page Design
INSTRUC TOR
Paul Drohan
SOLUTION
YEAR OF COMPLETION
2016
This new responsive website shines light on information that the main website keeps hidden, including the history of the iconic shoes. Importance is placed on customer stories and social media. Personas were developed to help optimize the information architecture for a strong user experience. The website commemorates the Old Skool and Sk8-Hi shoe that has the iconic Vans sidestripe. The website is full of hand-drawn doodles that reference the shoe stripe and create movement. The website's styling and personality is in line with the grungy look of skateboard culture. To maintain consitency with the brand's style and core website, red, black and white from the brand were used along with textural elements.
DURATION
5 weeks COLOR PALET TE
T YPOGRAPHY
Austral Slab, Univers, Roadkill
KE Y WORDS
Grungy, Loud, Edgy
PROJ EC T: 01
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- 22 years old - Student - loves skating - loves going to concerts - dislikes uncomfortable shoes - disklikes obnoxious people - goals to graduate college - goals to join skate competitions - user goal to learn more about things she already enjoys, such as Vans
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36 years old Art Director and father loves family outings loves drawing dislikes lazy workers dislikes no family time goals to keep traditions rooted goals to do great at his job user goal to know the history of Vans to pass down to his son
14
15
P ORTFOLIO OF: CH A N EL LY L AGU N A
10
TITLE: VA N S W E B SI T E
WEB PAG E DESIG N
TERM: FALL 2016
11
PROJ EC T: 01
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10
P ORTFOLIO OF: CH A N EL LY L AGU N A
12
TITLE: VA N S W E B SI T E
WEB PAG E DESIG N
TERM: FALL 2016
13
PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
14
TITLE: VA N S W E B SI T E
WEB PAG E DESIG N
TERM: FALL 2016
15
PROJ EC T: 01
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03
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06
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08
09
10
P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: EDC POSTER
PAG E L AYO U T
TERM: SPRING 2016
OBJECTIVE
PROJEC T T YPE
Poster/Infographic
The Electric Daisy Carnival, or EDC, is an electronic dance music festival held annually. The rave scene has an established style involving bold color, 3D effects and a lot intricate illustrations. I wanted to give EDC a new look in order to stray away from their usual style and allow them room for growth. This brand refresh is targeted towards rave-going individuals, ages 18-33.
COURSE
Page Layout
INSTRUC TOR
Sean Bacon
SOLUTION
YEAR OF COMPLETION
2016
I transformed the festival's look into a sleeker, simple, yet fun aesthetic. The poster illustrations combine objects associated with the music festival with screened images of rave culture. A palette of bright green, yellow and cyan, in contrast with dominating black, allowed for all components of the design to stand out. This polished style was applied to the welcome box you receive in the mail, which houses the event tickets and other goodies. Avenir, was chosen for its geometric simplicity, but human approachability.
DURATION
3 weeks COLOR PALET TE
T YPOGRAPHY
Avenir
KE Y WORDS
Flamboyant, Colorful, Fun
PROJ EC T: 01
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10
P ORTFOLIO OF: CH A N EL LY L AGU N A
18
TITLE: EDC POSTER
PAG E L AYO U T
TERM: SPRING 2016
19
PROJ EC T: 01
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04
05
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08
09
10
P ORTFOLIO OF: CH A N EL LY L AGU N A
20
TITLE: EDC POSTER
PAG E L AYO U T
TERM: SPRING 2016
21
PROJ EC T: 01
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10
P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: EDC POSTER
PAG E L AYO U T
TERM: SPRING 2016
23
PROJ EC T: 01
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03
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06
07
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09
10
P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: KHAMSA
PORTFOLIO A
T ERM : FA L L 2 017
OBJECTIVE
PROJEC T T YPE
Branding
In many cultures, the evil eye is a curse believed to be cast by a malevolent glare. Talismans were created to protect against this curse. Khamsa, a unique Moroccan boutique hotel based in Sedona, Arizona, is inspired by the safety and protection these hand-crafted amulets provide. Khamsa, which translates to "five" in Arabic, represents the Hamsa symbol that wards off the evil eye. The goal was to create a culturally-authentic hotel outside of Morocco, with branding that encapsulates the feeling of Moorish culture. Khamsa's primary target audience is travelers, ages 40-55, who appreciate fine hospitality and cultural traditions.
COURSE
Portfolio A
INSTRUC TOR
Sean Bacon, Bradford Prairie YEAR OF COMPLETION
2017 DURATION
SOLUTION
4 weeks
To communicate the sophisticated, artistic spirit of the brand, a stamp was created to give a nod to the crafty nature of Moroccan culture. This look comes through in the way the logo and graphic elements are applied on stationery and other printed items. The Khamsa hotel brand is driven by colors important to Moroccan decorative arts. The blue/green symbolizes spiritual life, the orange represents the sun and spiritual wealth, and the purple evokes royalty. The brand is driven by intricate patters and delicate typography that help the brand feel culturally authentic. These elements also help unify the brand's many applications, including stationery, toiletries, and other amenities.
COLOR PALET TE
T YPOGRAPHY
Requiem, Filosofia
KE Y WORDS
Sophisticated, Hand-Crafted, Mystical
PROJ EC T: 01
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LOGO
COLORS
G R APHIC E LEME NT S
18 T YP OG R APHY
REQUIEM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
FILOSOFIA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
19
P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: KHAMSA
PORTFOLIO A
T ERM : FA L L 2 017
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PROJ EC T: 01
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TITLE: KHAMSA
PORTFOLIO A
T ERM : FA L L 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: POD
LO GO & PACK AG ING
TERM: FALL 2016
OBJECTIVE Studies show that a short nap is beneficial for improved alertness and performance without making you feel groggy. Pod is a mobile napping station company based out of Tokyo, Japan. The company travels the world with its mobile stations, allowing people to rest, nap and sleep in pod-like sleeping capsules. The pods are often rented by festivals, campuses and other huge events. The company targets an upper-middle class audience, ages 20-35, who wish to elevate their festival experiences. SOLUTION Pod's fun and modern brand is fitting for its unique concept. The logo is an ambigram, allowing for interesting opportunities with the counters in the O's, which can be placed in different alignments without ever losing its readability. Loud, nightlife-inspired colors are juxtaposed against the traditional soft colors usually applied to sleep-related branding. To complete the brand, playful pillow characters were created to help create alignment between the brand's funky personality and voice. Sleep related patterns and icons help make the brand feel more friendly and approachable. The distinct color palette, patterning and pillow characters are used throughout the branded applications, including stationery, interior spaces, and the mobile application.
PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: POD
LO GO & PACK AG ING
TERM: FALL 2016
35
PROJ EC T: 01
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03
04
05
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09
10
P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: POD
LO GO & PACK AG ING
TERM: FALL 2016
37
PROJ EC T: 01
02
03
04
05
06
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09
10
P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: POD
LO GO & PACK AG ING
TERM: FALL 2016
39
PROJ EC T: 01
02
03
04
05
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09
10
P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: ARTIST & CRAFTSMAN
MOBILE EXPERIENCE DESIGN
T ERM : S PR I N G 2 017
OBJECTIVE
PROJEC T T YPE
Interactive
Artist and Craftsman Supply is an employee-owned and artist operated arts and crafts store with over 30 locations in the United States. Artist and Craftsman needed an app and one that would do something different than their website. The solution needed to utilize their brand style, while also being crisp, organized and approachable. Embodying their traditions of providing both quality service and materials for the creative community and directed to inventive 25-40 year olds.
COURSE
Mobile Experience Design
INSTRUC TOR
Leanna Jones YEAR OF COMPLETION
2017
SOLUTION DURATION
The new app draws from the original website elements and brand standards of Artist and Craftsman. The mix of cool colors with a pop of orange keep the eye moving and photos are accentuated by colored overlays that keep the app fresh and modern looking. New services that the website lacks such as, a subscription box service that is also set up for class kits, featured and local artists, tutorials for projects and a rewards system were created for the app. Functional, yet warm Brandon Grotesque give the app a feeling of friendliness and credibility. The app is easy to navigate and read with strong headers and action buttons that speak user friendly to the clever creatives.
4 weeks COLOR PALET TE
T YPOGRAPHY
Brandon Grotesque
KE Y WORDS
Neat, Artistic, Approachable
PROJ EC T: 01
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TITLE: ARTIST & CRAFTSMANSMAN
P ORTFOLIO OF: CH A N EL LY L AGU N A
INTERESTS - Documentaries - Visiting new food places 42
- Art/Design
EXPERIENCE WITH TECHNOLOGY Social networks Mobile apps Desktop software Internet
DAILY ACTIVITIES School
Family
Boyfriend
Free Time
MOBILE EXPERIENCE DESIGN
T ERM : S PR I N G 2 017
PERSONALIT Y
INTERESTS
- Creative
- Painting
- Multi-talented
- Trips with his family
- Dedicated
- Sculpture
EXPERIENCE WITH
GOALS - To eventually pursue art full-time - To visit Europe and its art museums - To provide for his family
Social networks Mobile apps
DISLIKES - Poorly done handy work
Desktop software
- Being out of the loop - Not having time to make art
JUAN POZOS The Long-Time Painter
TECHNOLOGY
Internet
DAILY ACTIVITIES
A ge: 55 Occupation: General Contractor Income: 80K Status: Married Location: San Diego, CA
Work
Family
FAVORITE ART MEDIUM
BIOGRAPHY
Painting
Other
FAVORITE ART BRAND
I am a General Contractor living in San Diego. I’m happily married with one daughter. On my free time, I turn to painting, a strong long-time passion of mine. One of my favorite stores is Artist & Craftsman, but I don’t always have free time for my hobby, so i’m also not in the knowledgeable about any new products. This new app would definitely help me out.
43
PERSONALIT Y
INTERESTS
- Crafty
- Book Binding
- Friendly
- Weekly art store visits
- Outgoing
- Brunch with her gals
EXPERIENCE WITH
GOALS - Bringing her etsy shop worldwide - Eventually settle down
Social networks
- Being a great teacher
Mobile apps
DISLIKES - Unsupportive people
Desktop software
- Running out of supplies - Students who don’t take her seriously
ANGELA LAWRENCE The Etsy Enthusiast
Work
Etsy shop
FAVORITE ART MEDIUM
BIOGRAPHY I am a single, school teacher living in Philadelphia. My favorite thing is crafting and putting my creations up on my Etsy site. I love sharing what I do and having an art store where I can access all these crafts not only for myself, but my students, is awesome. I don’t always have the time to go out and shop because of grading, so ordering my usual boxes is so great.
02
03
04
Internet
DAILY ACTIVITIES
A ge: 30 Occupation: Elementary School Teacher Income: 55K Status: Single Location: Philadelphia, PA
PROJ EC T: 01
TECHNOLOGY
05
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Friends
Free Time
FAVORITE ART BRAND
TITLE: ARTIST & CRAFTSMANSMAN
P ORTFOLIO OF: CH A N EL LY L AGU N A
3
1
2
6 44
1
Hero image
3
In this section there will be a photo of how the box looks.
Choose a box In this step, you choose between these three categories of boxes and then click on your choice.
2
Box options
4
Footer navigation
T hese are the many things that you can do with the subscrip-
This is what will get you to the next step. Depending on
tion box ser vice.
whether the f ields are f illed out the button will be disabled.
MOBILE EXPERIENCE DESIGN
T ERM : S PR I N G 2 017
5
4
45
8
5
7
Pick a plan These are the choices to pick a plan in step two.
6
A quick order summar y before you continue to the next steps.
8
Dot map Yo u c a n n a v i g a t e t h r o u g h t h e s t e p s u s i n g t h i s d o t m a p a s w e l l
02
03
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Payment input f ields Once you click on an option it will drop down the input f ields.
as also swiping right or lef t.
PROJ EC T: 01
Order summary
10
P ORTFOLIO OF: CH A N EL LY L AGU N A
46
TITLE: ARTIST & CRAFTSMANSMAN
MOBILE EXPERIENCE DESIGN
T ERM : S PR I N G 2 017
47
PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: ARTIST & CRAFTSMANSMAN
MOBILE EXPERIENCE DESIGN
T ERM : S PR I N G 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: E3 EXPO
A DVA N C ED T Y P O G R A P H Y
T ERM : S PR I N G 2 017
OBJECTIVE
PROJEC T T YPE
Branding
E3, the Electronic Entertainment Expo, is a premier trade event for the video game industry. A dynamic theme was needed to differentiate it from past conference's. The "Unlocked" theme was inspired by video game symbols and the classic 8-bit gaming style. Geared primarily towards the gamer part of the audience (ages 21-36), as compared to the game developers, publishers and hardware manufacturers that generally attend. The execution could diverge from E3's traditional solutions, but still feel aligned to their core values and messaging.
COURSE
Advanced Typography
INSTRUC TOR
Sean Bacon YEAR OF COMPLETION
2017
SOLUTION
DURATION
4 weeks
To unify the theme with E3's brand values, logo and style of messaging, the expo got an updated color palette. I used a mix of bright and neutral colors to communicate the playful nature of gaming and how sleek the consoles look. The typefaces Texta, a contemporary sans, Apex Serif, a warmly authoritative serif and Mini 7, a pixel font, were used to evoke the gamer feeling while keeping things clean. Graphic elements, 8-bit icons and patterns were created to fit the "Unlocked" theme and are used all across the expo branding, merchandise and interactive elements.
COLOR PALET TE
T YPOGRAPHY
Texta, Apex Serif, Mini 7
KE Y WORDS
Futuristic, Lively, Retro
PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: E3 EXPO
A DVA N C ED T Y P O G R A P H Y
T ERM : S PR I N G 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: E3 EXPO
A DVA N C ED T Y P O G R A P H Y
T ERM : S PR I N G 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: E3 EXPO
A DVA N C ED T Y P O G R A P H Y
T ERM : S PR I N G 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: E3 EXPO
A DVA N C ED T Y P O G R A P H Y
T ERM : S PR I N G 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
PROCESS AND PRODUCTION
T ERM : FA L L 2 017
OBJECTIVE
PROJEC T T YPE
Branding/Packaging
Mon Chou is a French dessert bakery located in La Jolla, California. The bakery hopes to steer free from the stigma that French bakeries are unapprochable and pretentious. Mon Chou is soft and welcoming, but maintains the upscale french pastry pricing. A dainty gem with a friendly personality, delicious delicacies and fresh design, Mon Chou bakery targets hip, upper-middle class guests, ages 28-43, with a love for premium food offerings.
COURSE
Process and Production
INSTRUC TOR
Sean Bacon, Candice Lopez YEAR OF COMPLETION
SOLUTION
2017
In order to communicate the fresh spirit of the brand, I created a custom typeface inspired by the linework and shape of the Palmier french pastry. The typeface, used in patterning and packaging throughout the brand, gives the bakery a playful voice, but with a stylish and soulful aspect. The packaging mixes materials and alternates between solid and patterned designs for an eclectic charm. Mon Chou bakery uses tints and tones of warm peachybrown colors that help differentiate it from other brands. Mon Chou uses the elegant Petit Formal Script and the charming and credible Archer to match the custom typeface, giving the brand a classy, yet hospitable, feel.
DURATION
4 weeks COLOR PALET TE
T YPOGRAPHY
Archer, Petit Formal Script, Open Sans
KE Y WORDS
Fancy, Warm, Fresh
PROJ EC T: 01
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10
P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: MON CHOU
PROCESS AND PRODUCTION
T ERM : FA L L 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: MON CHOU
PROCESS AND PRODUCTION
T ERM : FA L L 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: MON CHOU
PROCESS AND PRODUCTION
T ERM : FA L L 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: QUALCOMM
T R AV EL BY D E S I G N
T ERM : S PR I N G 2 017
OBJECTIVE
PROJEC T T YPE
Environmental
The Qualcomm company is a world leader in digital communication, linking people everywhere. Qualcomm tasked our team to develop environmental graphics for six floors of elevator bays in their Research and Development building. The target audience for the project was very unique, consisting of scientists and engineers with PHD's and diverse cultures all dedicated to changing the world. Our idea needed to be timeless, low-maintenance and engaging to keep the amazing workers at campus interested and inspired. We pitched our proposal to the Qualcomm team on their campus.
COURSE
Travel by Design
INSTRUC TOR
Sean Bacon, Candice Lopez, Bradford Prairie YEAR OF COMPLETION
2017
SOLUTION
DURATION
8 months
Our team presented a design direction that showcased inventors who influenced the technology at Qualcomm, showing their struggles, philosophies and achievements. Just as the Qualcomm company is made up of diverse workers, we wanted a diverse group of inventors. These inventors were showcased through the combination of a quote, portrait and original notes and schematics installed with printed plexi glass panels at various depths. The surrounding walls were painted with a bold color to immediately capture the attention of viewers. An outlined numbered applied in vinyl, was used to introduce wayfinding. The Blender Pro and Overpass typefaces tied the piece together, giving it a technical, scientific feeling.
COLOR PALET TE
T YPOGRAPHY
Overpass, Blender Pro
KE Y WORDS
Motivating, Bold, Insightful
PROJ EC T: 01
02
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: QUALCOMM
T R AV EL BY D E S I G N
T ERM : S PR I N G 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: QUALCOMM
T R AV EL BY D E S I G N
T ERM : S PR I N G 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: QUALCOMM
T R AV EL BY D E S I G N
T ERM : S PR I N G 2 017
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
TITLE: AGUA S TA PAT I A S
LO GO & PACK AG ING
TERM: FALL 2016
OBJECTIVE
PROJEC T T YPE
Branding/Packaging
Aguas Tapatias is a vivid and playful aguas frescas brand inspired by Guadalajara, Jalisco. The brand commemorates the culture and traditions of Guadalajara on each bottle, while keeping a fresh, contemporary feel. Created with sustainability in mind, Aguas Tapatias is geared towards consumers (12-27), who prefer a healthier choice of drinks. The goal of this beverage brand is to showcase city pride and represent the people and iconic culture that make Guadalajara an extraordinary destination.
COURSE
Intermediate Graphic Design II
INSTRUC TOR
Min Choi YEAR OF COMPLETION
2016
SOLUTION DURATION
To celebrate the lively spirit of this region, each bottle highlights an important tradition from the city. The bottles are illustrated in the style of "papel picado" with a bright color palette matching each flavor's color. The illustration style, mixed with approachable Andes and the script typeface Bali Beach, which resembles Mexican hand painted signs, evokes a feeling of both past and present. To go green, I used glass instead of plastic and added a recyclable top to the beverage. To further the brands sustainable style, a portion of the profits go to the Pronatura Charity, who strive to protect local flora, fauna and the ecosystem.
4 weeks COLOR PALET TE
T YPOGRAPHY
Univers, Bali Beach, Andes
KE Y WORDS
Cultural, Vibrant, Community
PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
84
TITLE: AGUA S TA PAT I A S
LO GO & PACK AG ING
TERM: FALL 2016
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PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: AGUA S TA PAT I A S
LO GO & PACK AG ING
TERM: FALL 2016
87
PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
88
TITLE: AGUA S TA PAT I A S
LO GO & PACK AG ING
TERM: FALL 2016
89
PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
90
TITLE: AGUA S TA PAT I A S
LO GO & PACK AG ING
TERM: FALL 2016
91
PROJ EC T: 01
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P ORTFOLIO OF: CH A N EL LY L AGU N A
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TITLE: AGUA S TA PAT I A S
LO GO & PACK AG ING
TERM: FALL 2016
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PROJ EC T: 01
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Mobile napping station
Small animal shelter
Tech accessories
Architecture firm
Handmade candles
Youth cosmetics brand
95
Astronomy periodical
Punk rock record company
Game themed cafĂŠ
Dog friendly restaurant
Kid's camp
Mexican flavored waters
96
Mobile napping station
Small animal shelter
Tech accessories
Architecture firm
Handmade candles
Youth cosmetics brand
97
Astronomy periodical
Punk rock record company
Game themed cafĂŠ
Dog friendly restaurant
Kid's camp
Textile industry manufacturers
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99