CHRISTINA CARTY \ 2017
THIS IS \ME
When I was around 8 years old, I acquired a notebook of graph paper. I brought it on car rides with me and quickly and rigorously sketched floor plans as I passed by homes and buildings that I found interesting. I taught myself perspective and proportion using the gridded lines of my paper and aimed to create unique spaces. Since then, I have traded in my graph paper and replaced it with computer grids and guidelines. Much like interior design, editorial design focuses on the utilization of a given space, visual heirarchy, and balance. The challenge of drawing interest and telling stories through typography and layout is fascinating to me. I am heavily influenced by the world around me–a rusty fence, a coffee-stained napkin, the way a shadow meets an object. Nothing is out of the question when it comes to visual inspiration. There is a silent voice in design and my hope for the future is that my designs will one day influence others and communicate messages of positivity in this ever-changing world.
CHRISTINA CARTY \ 2017
CONTENTS
. 1
Ruff Life Brewing Co.
. 13
AeroVironment
. 19
Cal Coast Bicycles
. 31
The Reddington Hotel
. 41
Alchemist Brewery
. 47
La Vida Magazine
. 59
EB White Book Series
. 65
Andro Magazine
. 1
1 CHRISTINA CARTY \ 2017
PROJECT \ RUFF LIFE BREWING CO.
. 2
CATEGORY \ BRANDING & PACKAGING
Ruff Life Brewing Co. COURSE \ BRANDING & PACKAGING
INSTRUCTOR \ MIN CHOI
OVERVIEW Named Craft Beer Capital of America, the city of San Diego is home to more than 100 breweries, microbreweries and brewpubs. With a heavy population of dog lovers and dogs without homes, Ruff Life Brewing Co’s mission is to not only brew good beer, but to contribute to a good cause by giving 10% of all proceeds to the Second Chance Dog Rescue. While local competitors produce quality beers, Ruff Life’s focused humanitarian attitude differentiates it from other brands.
STRATEGY With a heavy focus on minimalism, simple illustrations, and unique type setting, the labels were designed to differentiate the bottles from competitors. American Typewriter was used with extended tracking and varying orientations to evoke a modern but casual tone. Stirring copy highlighted on the back label encourages consumers to visit and support the Rescue Center and visit its website. Branded applications include labels and caps, coasters, and a monthly newsletter that informs customers about events, "pupdates," and brew news.
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\\\ DIFFERENTIATION Gaining an understanding of the craft beer marketplace as well as the customer base in the area was vital in establishing what sort of brewery brand would thrive in San Diego. In analyzing the competition, I found that many of the breweries lacked a story or an underlying cause. Through further research specific to aesthetics, I found that a minimal and typographic approach would help this brand stand out next to the rustic, bold, and trendy designs used by competitors.
CLARITY In order to stand out from the vast craft beer options in the area, I needed to zero in on a distinctive target audience of beer drinkers who are also dog lovers. As the brand is cause driven, the goal was to create a competitive advantage around this idea
POSITIONING To position Ruff Life Brewing Co. in the already packed craft-beer market, eye-catching imagery of dogs—a subject not often seen paired with beer—was a key differentiator for the label design. The simple illustrations of real, rescued dogs directly appeal to the hearts of local beer drinkers searching for their next brew to try. Brewing good beer and contributing to a good cause is what this brand is all about. No other craft brewery in San Diego goes after this unique and substantial demographic.
COMPETITION CORONADO BREWING CO.
HESS BREWING
MODERN TIMES
CHRISTINA CARTY \ 2017
B R A N D I N G CHRISTINA CARTY \ 2017
PROJECT \ RUFF LIFE BREWING CO.
CATEGORY \ BRANDING & PACKAGING
. 6
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LOGO
TYPOGRAPHY American Typewriter Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 American Typwriter Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
COLOR
SLOGAN “CRAFT BEER F O R A C A U S E .”
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PROJECT \ RUFF LIFE BREWING CO.
CATEGORY \ BRANDING & PACKAGING
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PROJECT \ RUFF LIFE BREWING CO.
CATEGORY \ BRANDING & PACKAGING
. 10
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. 13
2 CHRISTINA CARTY \ 2017
PROJECT \ AEROVIRONMENT
. 14
CATEGORY \ EDITORIAL
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AeroVironment COURSE \ PORTFOLIO
INSTRUCTOR \ SEAN BACON
OVERVIEW AeroVironment, based in California, is a leading manufacturer of unmanned aircraft systems and aerial vehicles used for surveillance, energy systems, and electric vehicle systems. The company cultivates innovation and major improvements in technology. Their tagline, "Proceed With Certainty" is an ode to the trust their brand and products evoke. The company required an annual report to convey crucial information to current and potential shareholders and to evoke a sense of trust and transparency.
STRATEGY Professional, serious, tech-oriented, and bold are a few key characteristics I strived to incorporate through the design of this corporate report. High contrast black and white photography are paired with simple line illustrations and patterns to create visual interest and balance the serious tone. Charts and icons were used to supplement the body copy and make information more digestible. "Source Sans Pro" was the chosen typeface for its readability, many weights, and condensed proportions which inject a technical look.
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PROJECT \ AEROVIRONMENT
CATEGORY \ EDITORIAL
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PROJECT \ AEROVIRONMENT
CATEGORY \ EDITORIAL
. 18
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3 CHRISTINA CARTY \ 2017
PROJECT \ CAL COAST BICYCLES
. 20
CATEGORY \ INTERACTIVE
Cal Coast Bicycles COURSE \ WEB DESIGN
INSTRUCTOR \ PAUL DROHAN
OVERVIEW There are nearly 50 independently owned bicycle shops in San Diego county. Cal Coast Bicycles is a shop located in the trendy North Park area. The business stays involved in the biking community by sponsoring races, participating in events such as Bike To Work Day, and putting on their own events such as the annual SDBMA photo contest. Cal Coast needed a new website and identity that would be warm and welcoming for cyclists of all levels, while conveying Cal Coast’s core values of community involvement, trustworthiness, and personal service.
STRATEGY The new crest logo expresses the culture of Cal Coast through a line-style bicycle illustration set against an abstracted sunset and beach. The logo’s simple forms and curved lines create a friendly tone and represent transparency and honesty. The new website layout is driven by large photos with vintage toning and fun, interactive elements. To cover Cal Coast’s primary target audiences, the site includes a balance of elements targeted at new and advanced cyclists.
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\\\ PERSONA & SITE MAP PERSONA NAME Maria Collins
LOCATION La Mesa in San Diego, CA
PROFESSION Financial Advisor
SITE USE Maria will use the site to search for service options and pricing in hopes of fixing her old bike and also purchasing a new bike for her husband and children.
FAMILY DEMOGRAPHIC Maria has a husband and two children ages 8 and 3 years old. With her busy work schedule she trys to take advantage of her free time by spoiling her kids with creative activities.
SOCIAL ENGAGEMENT She has a small friend circle of work friends and other moms who have children. She spends most of her free time with her husband and family. They enjoy active outings together on weekends. Getting new bikes will encourage her and the family to get outside more and get more exercise.
ACTIVITIES • • • •
Taking part in her daughter's activities Cooking Reading Family days: - Biking - Going to the beach or park - Movie nights
TECHNOLOGY She owns a computer, and smart phone and uses her technology for many tasks daily. She uses her phone (when she has free time) to take photos and stay connected with friends.
70%
30%
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B R A N D I N G CHRISTINA CARTY \ 2017
PROJECT \ CAL COAST BICYCLES
CATEGORY \ INTERACTIVE
. 24
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O LC A
S
B
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ST
CA
LOGO
YCL
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TYPOGRAPHY Proxima Nova Alt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Proxima Nova Alt Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
COLOR
ICONS
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PROJECT \ CAL COAST BICYCLES
CATEGORY \ INTERACTIVE
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PROJECT \ CAL COAST BICYCLES
CATEGORY \ INTERACTIVE
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4 CHRISTINA CARTY \ 2017
PROJECT \ THE REDDINGTON
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CATEGORY \ BRANDING
The Reddington COURSE \ PORTFOLIO
INSTRUCTOR \ SEAN BACON
OVERVIEW The term "MOD" is used to describe a subculture that has its roots in a small group of stylish, London-based men and women in the late 1950s. MOD women wore distinct clothing laiden with simplistic shapes and, bright, bold colors. The men wore clean, tailored suits, drove vespa scooters and listened to modern jazz music. The fashion and attitude of MOD culture, as well as the design aesthetic of that time period, was the inspiration for The Reddington, a unique, boutique hotel based in Los Angeles, CA.
STRATEGY The brand combines the style and bold attitude of the 1950s fashion scene with sophisticated contemporary elements. The bold pink color gives the brand an edginess that resonates with the target audience of hip, young adults, ages 25–40, who are looking for a unique and fun place to stay. I chose the typface "Helvetica" due to its 1950s origins and its very basic forms which connect it to the brand aesthetic. Black and white photography from the era overlayed with pink is a crucial element in the brand. Applications included a letterhead, envelope, business cards, and in-room hotel directory publication.
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\\\ POSITIONING An effective brand positioning strategy will allow for the brand to immediately convey what it means and wants to achieve to the target audience. The Reddington Boutique Hotel reaches its audience by portraying itself as a hip and inviting, yet classy and professional place to stay.
TARGET MARKET Guests who seek out a stay at The Reddington are younger adults, ages 25–40, looking for a unique experience. Music lovers, party-goers, and fashionistas will appreciate the midcentury modern and MOD-fashion-inspired decor throughout the hotel as well as the live jazz, pool parties and fun drink choices.
COMPETITORS ACE HOTEL THE LINE THE STANDARD
SIMILARITIES The Reddington is similar to its boutique hotel competitors in that it is a small hotel with a very unique aesthetic that sets it apart from the standard chain hotels.
DIFFERENCES This brand stands apart from its competitors because it is a much smaller (42 rooms) and much more intimate establishment. It has a design aesthetic that is mid-century modern inspired, and uses bold vintage imagery as well as its impossible-to-miss bright pink brand color that immediately attracts the specific target audience.
CHRISTINA CARTY \ 2017
B R A N D I N G CHRISTINA CARTY \ 2017
PROJECT \ THE REDDINGTON
CATEGORY \ BRANDING
. 36
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LOGO
TYPOGRAPHY Helvetica Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
COLOR
PATTERNS
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PROJECT \ THE REDDINGTON
CATEGORY \ BRANDING
. 38
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5 CHRISTINA CARTY \ 2017
PROJECT \ THE ALCHEMIST
. 42
CATEGORY \ INTERACTIVE
The Alchemist COURSE \ WEB DESIGN
INSTRUCTOR \ PAUL DROHAN
OVERVIEW Vermont has always been known for its rolling green mountains, radiant fall foliage, and sweet maple syrup, but more recently, it's become known for its craft beer selections. Heady Topper, The Alchemist Brewery's prized double IPA, has made headlines across the country as one of the best beers in the world. Beer lovers throughout New England take special trips to central Vermont just to get their hands on a case or two of the brewery's best brews. Long lines, limited selections and locations for purchase make it vital that The Alchemist has a informative, professional website with modern functionality.
STRATEGY The primary objective for this site design was to offer easily accessible information about the brewery and products. Customers should be able to quickly access information about when, where, and how cases of beer can be purchased, parking information, and brewery updates. I designed the site to embody the quirky, weirdness that exists within the current brand. Fun illustrations paired with the color palette of black, silver, and lime green give the website a bold and engaging personality. Proxima Nova was chosen for its large family and modern, geometric forms.
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PROJECT \ THE ALCHEMIST
CATEGORY \ INTERACTIVE
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PROJECT \ THE ALCHEMIST
CATEGORY \ INTERACTIVE
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6 CHRISTINA CARTY \ 2017
PROJECT \ LA VIDA MAGAZINE
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CATEGORY \ EDITORIAL
La Vida Magazine COURSE \ PORTFOLIO
INSTRUCTOR \ SEAN BACON
OVERVIEW Costa Rica has an extensive array of environmental attractions—majestic volcanoes, misty cloud forests, stunning river valleys, and hundreds of beaches along the Pacific and Caribbean coasts. This makes the country a thrill-seeker's paradise. The Costa Aire airline is a mid-range, affordable airline for young travelers, families, and couples who want to escape to a place where adventure and culture are at the forefront of their interests. The airline needed a brand identity and a new, in-flight magazine that would engage and excite its target audience.
STRATEGY The heavy script logo, modified with elements inspired by tropical birds, connects to Costa Rica with a lively personality. The vivid color palette and use of subtle gradients differentiates from other airline brands. Neutra Text was chosen for the publication for its simple forms and quirky elements. Designed to express all aspects of the Costa Rican lifestyle, the in-flight magazine covers popular beaches, foods to try, resorts to stay at, and activities and events to participate in. Bright colors and beautiful images are central to the in-flight magazine’s aesthetic.
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. 49 PR OJE CT
\\\ NAMING In developing a name, I had to keep in mind that the demographic for this brand’s audience would be widespread. People of all cultures, ages, and ethnicities will reach for this magazine to learn more about what the country of Costa Rica has to offer. The name must stand out visually from the other print materials in the back of an airplane seat and capture the essence of the content inside. Anyone from age 13-55 must be able to see the name and know what it means. The Costa Rican saying “Pura Vida,” which in essence means ‘life is good and be fortunate for what you have,’ was at the root of naming decision for this brand. La Vida means “the life,” and easily expresses the kind of content that will be inside the magazine, life in Costa Rica and everything that entails.
NAME MUST BE: DISTINCT Linguistically easy enough for a foreign customer to understand the meaning ENDURING: Reflective of the country of Costa Rica now and in the future DESCRIPTIVE: Relevant to the culture of the country and to the content inside A GOOD SIZE: Not too long, not too short, as it needs to fit nicely in the masthead of a magazine cover. EMOTION-EVOKING: Customers should see the logo and feel a sense of excitement and fun
COMPETITION SKY HEMISPHERE LANDING
CHRISTINA CARTY \ 2017
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A NDR O
M AG A Z IN E
B R A N D I N G CHRISTINA CARTY \ 2017
PROJECT \ LA VIDA MAGAZINE
CATEGORY \ EDITORIAL
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LOGO
TYPOGRAPHY Neutra Text TF Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Superclarendon Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
COLOR
ICONS
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PROJECT \ LA VIDA MAGAZINE
CATEGORY \ EDITORIAL
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PROJECT \ LA VIDA MAGAZINE
CATEGORY \ EDITORIAL
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7 CHRISTINA CARTY \ 2017
PROJECT \ E.B.WHITE BOOK SERIES
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CATEGORY \ EDITORIAL
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E.B White Book Series COURSE \ PORTFOLIO
INSTRUCTOR \ SEAN BACON
OVERVIEW E.B. White is an author best known for his beloved children's classics, Stuart Little, Trumpet of the Swan, and Charlotte's Web. Publisher Harper Collins, wanted to redesign the books to give them a fresh look. To compete with modern titles, the design needed a contemporary aesthetic without losing the essence of the classic stories.
STRATEGY To differentiate from the existing covers that were illustrated in a classic children’s style, I used minimal, shape-driven illustration with a conceptual twist. Each cover highlights main characters and elements in each story through layering of color, pattern, and the clever use of negative space. The palette of soft, childish colors unifies the covers and draws interest from the target audience of children ages 7–10. Subtle textures were applied to give the illustration depth and a human quality.
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PROJECT \ E.B.WHITE BOOK SERIES
CATEGORY \ EDITORIAL
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8 CHRISTINA CARTY \ 2017
PROJECT \ ANDRO MAGAZINE
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CATEGORY \ EDITORIAL
Andro Magazine COURSE \ PORTFOLIO
INSTRUCTOR \ SEAN BACON
OVERVIEW With recent progressive movements in equality taking hold in the United States, new doors have opened for queer individuals to express themselves openly. The LGBTQ community is in need of publications to highlight these underrepresented movements. Andro is a new magazine covering the androgynous movement through cultural stories, politics, and fashion trends. The magazine targets both queer and straight adult females, ages 18–35, who dress and live gender-neutrally.
STRATEGY To connect to the target audience’s bold aesthetic, I designed Andro to be eye-catching through its use of ample white space and bold photography. The masthead’s subtractive design represents ambiguity and incorporates a circle, line, and plus sign—the components of the female gender symbol. A twelve-column grid provided much flexibility and variety for layouts with the opportunity to craft white space around the lowsaturation imagery. Gibson was chosen as the primary typeface for its strong readability, many weights, and stark, but human, personality.
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\\\ BIG IDEA UNDERSTANDING Focusing on the values, mission, culture and target market were key to unlocking the marketing strategy for this women’s lifestyle/fashion magazine. In analyzing the competition as well as the specific audience across the niche market I was able to establish what was essential for a publication of this nature to be successful.
THE FOCUS WHO: LGBTQ androgynous women WHAT: Lifestyle/fashion magazine that educates on fashion, powerful women, culture and politics. The publication will feature celebrity interviews and stories on women around the world who are making an impact in the fashion world or as leaders in their communities. It will also highlight love stories of "regular" people and promote positivity and confidence in individuality. WHERE: Sold in North America primarily through a subscription model WHEN: Released monthly WHY: While there are hundreds of fashion oriented publications for the “average” female, a large community in the nation is in desperate need of a publication that focuses on the female who doesn’t feel comfortable doting purses or wearing dresses.
THE BIG IDEA Redefining Femininity.
CHRISTINA CARTY \ 2017
B R A N D I N G CHRISTINA CARTY \ 2017
PROJECT \ ANDRO MAGAZINE
CATEGORY \ EDITORIAL
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LOGO
TYPOGRAPHY Gibson Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bodoni Bd BK Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
COLOR
DESIGN ELEMENTS
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PROJECT \ ANDRO MAGAZINE
CATEGORY \ EDITORIAL
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PROJECT \ ANDRO MAGAZINE
CATEGORY \ EDITORIAL
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PROJECT \ ANDRO MAGAZINE
CATEGORY \ EDITORIAL
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PROJECT \ ANDRO MAGAZINE
CATEGORY \ EDITORIAL
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CHRISTINA CARTY \ 2017
THANK \YOU
I cannot thank my parents enough for continuing to support me as I stumble through life in pursuit of a career and way of life that fills my soul with joy. Thank you to Candice Lopez for helping with the writing in this book, but more importantly for inspiring me from day one through your online graphic design history class. The enthusiasm of my faceless instructor made it impossible for me to ignore the beauty and importance of design. Thank you to my classmates for giving me a space to express my ideas openly and for supporting me through the hard times. And the greatest thank you of all goes to both Sean Bacon and Bradford Prarie for your honesty, for your separate (and sometimes conflicting) points of view, and for pushing me every week to keep creating. I deeply appreciate your dedication to helping me develop concepts that reflect me individually as a designer.