TABLE OF CONTENTS Bogus Brews 4-13 Glacé 14-21 Black Bear Summer Camp
22-31
Live the Magic 32-39 Nifty 40-47 JīnLóng 48-55 Lil’ Guppies 56-63 Yuzhen 64-69 PetDigs 70-77 The Jolly Hog 78-87 Colleen Woolsey 88-97 Miscellaneous 98-111 Resume 112-113 A Big Thanks 114-115
Instructor Min Choi
Course
Logo & Packaging
Focus
Packaging
Typefaces
H.H. Samuel & Bariol
BOGUS BREWS San Diego, CA Craft Brewery Bogus Brews is a fun and quirky beer brand that embraces the ridiculousness of what and who San Diego is known for by accentuating the bogus nature of stereotypes. Bogus Brews caters to a younger crowd of drinkers, ages 21-35, who enjoy a good joke. To bring Bogus Brews to life, I illustrated a unique character that best represented each beer and placed each of them in an environment that is well-known in San Diego. The goal of this craft microbrewery is to entertain beer lovers with humorous illustrations based on classic San Diegans. The brand is lighthearted and outlandish. The color palette heavily consists of teals and tans, and was inspired by SoCal’s infamous clear skies and sun-soaked beaches. Each illustration has a unique, hand-drawn name and is complemented by H.H. Samuel, a bold, broad stroked sans serif that allows the hand-drawn names to take center stage.
Colleen Woolsey
5
Instructor • Min Choi
6
Bogus Brews
Course • Logo & Packaging
Focus • Packaging
Date • Spring 2016
Typefaces • H.H. Samuel & Bariol
01 02 03 04 05 06 07 08 09 10 11
design in mind
CREATIVE BRIEF What is the name of micro brewery? The name of the micro brewery is ‘Bogus Brews’. Bogus (bow-gus) is a slang word describing something outrageous or out of the ordinary.
Who is the target audience/demographic? Our target audience is a younger drinking crowd, between the ages of 21-35. Our demographic includes local San Diegans, transplants to San Diego, tourists, and young adults in Mexico (Ensenada). It’s all in good fun! Ridiculous, fun loving, light-hearted, silly drinkers are the appropriate audience for our brand. Those who don’t take themselves too seriously and can enjoy a joke, even at their own expense.
What are the unique factors of your brewery? The unique design factors of Bogus Brews is the modern, almost cartoonish, illustration style. While other breweries use illustrations, they tend to be more on the serious, semi-realistic side. Bogus Brews labels contain bright colors that individually represent each stereotype, with a unifying look and feel to each style of beer that lets consumers know the beers are a part of the same brand.
What is the desired response from the audience? The desired response from our audience is delight and amusement. We want our audience to laugh and enjoy the brand while possibly drawing parallels between either themselves or others.
What is the personality/voice of your brewery? Bogus Brews has a laid back personality that is authentic to San Diego culture. Our brand communicates with our audience through a casual, conversational tone with use of slang and sarcasm.
Colleen Woolsey
7
Instructor • Min Choi
8
Bogus Brews
Course • Logo & Packaging
Focus • Packaging
Date • Spring 2016
Typefaces • H.H. Samuel & Bariol
01 02 03 04 05 06 07 08 09 10 11
Hoppy Hipster T-Shirt | Snap Back Cap | Flip Flop Sandals
Colleen Woolsey
9
Instructor • Min Choi
Course • Logo & Packaging
Taster Flight | Taster Flight Rating Card | Coasters | Growler
10
Bogus Brews
Focus • Packaging
Date • Spring 2016
Typefaces • H.H. Samuel & Bariol
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
11
Instructor • Min Choi
12
Bogus Brews
Course • Logo & Packaging
Focus • Packaging
Date • Spring 2016
Typefaces • H.H. Samuel & Bariol
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
13
Instructor
Sean Bacon
Course
Portfolio Building
Focus
Typography
Typefaces
Elsie & Champignon
GLACÉ
French Bakeware & Utensils Glacé is a French inspired baking supplies and utensils company; a combination of sophisticated and modern, luxurious and playful. Their primary goal is to inspire and empower people of all ages and backgrounds to find joy in baking. Glacé offers products across a wide range of materials—including marble and stainless steel—that guarantee the right tool for the job at hand. When designing for Glacé, I created a decorative quatrefoil (resembling a flower or four-leaf clover) as the base shape of the logo and gave it a delicate in-lining. To go with the logo, I created a custom typeface, Allumete Display, with similar features. Glacé also uses Elsie, a delicate script, mixed with Champignon, a semi-condensed transitional serif, giving the brand a premium feel. A lively palette of turquoise and peach helps differentiate Glacé from other brands.
Colleen Woolsey
15
Instructor • Sean Bacon
Course • Portfolio Building
design in mind
DIFFERENTIATION Finding the right baking equipment, whether it’s pans, cookie sheets, or icing bags, seems to result in the same look, style, and feel. Lower end brands are full of generic or basic colors towards the cool end of the spectrum. While higher end brands are void of almost all color, or use light neutrals. When considering the color palette of Glacé, I looked first at the most common low end brands then compared them to the most common high end brands; from there, I began finding a middle ground.
Low End Brands
Price Point: $2.99-$49.99 Offers a wide variety of items, from piping bags to cake pans. Popular items within this brand are cake pans in pre-made shapes, such as lady bugs and hearts.
Price Point: $16.99-$59.99 This brand offers a wide variety of bakeware in a multitude of materials. This brand also offers flatware, dinnerware, and drinkware.
Price Point: $24.99-$149.99 This brand offers a wide variety of quality bakeware in a multitude of materials within an affordable price range for beginner to intermediate bakers.
Price Point: $8.99-$199.99 Offers a large variety of imported medium to high quality and specialty bakeware items for intermediate and expert bakers.
Price Point: $30.00-$249.99 Specialized in premium quality ceramic and cast iron bakeware and cookware for baking enthusiasts.
High End Brands
16
Glacé
Focus • Typography
Date • Spring 2014
Typefaces • Elsie & Champignon
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
17
Instructor • Sean Bacon
18
Glacé
Course • Portfolio Building
Focus • Typography
Date • Spring 2014
Typefaces • Elsie & Champignon
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
19
Instructor • Sean Bacon
20
Glacé
Course • Portfolio Building
Focus • Typography
Date • Spring 2014
Typefaces • Elsie & Champignon
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
21
Instructor
Sean Bacon
Course
Page Layout
Focus
Branding
Typefaces
Gothic Cond. BT & Dense Slab
BLACK BEAR Summer Camp
Black Bear is a co-ed summer camp that offers a wide range of outdoor activities for kids ages 5–17. They offer varying lengths of camp experiences, ranging from day long activities to six week adventures. I wanted the design of Black Bear to be simple and bold. In order to illustrate a bear that is both prominent and strong without appearing scary for the youngest campers (and simultaneously not too childish for the older campers), I used a simplified illustration. Minimal features and rounded edges give the bear a friendlier appearance without being overly cute. The ‘Gothic’ typeface of ‘Black Bear’ features a similar thickness to the logo’s rustic, natural feel and is paired with a thinner, custom-made slab serif to offer a striking contrast.
Colleen Woolsey
23
Instructor • Sean Bacon
24
Black Bear
Course • Page Layout
Focus • Branding
Date • Spring 2014
Typefaces • Gothic Cond. BT & Dense Slab
01 02 03 04 05 06 07 08 09 10 11
Logo
Color Palette
Font Selection
Gothic 821 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Notera ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Pattern
Design Elements
Colleen Woolsey
25
Instructor • Sean Bacon
26
Black Bear
Course • Page Layout
Focus • Branding
Date • Spring 2014
Typefaces • Gothic Cond. BT & Dense Slab
01 02 03 04 05 06 07 08 09 10 11
Granola Bars | Baseball Cap | Lanyard
Colleen Woolsey
27
Instructor • Sean Bacon
28
Black Bear
Course • Page Layout
Focus • Branding
Date • Spring 2014
Typefaces • Gothic Cond. BT & Dense Slab
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
29
Instructor • Sean Bacon
30
Black Bear
Course • Page Layout
Focus • Branding
Date • Spring 2014
Typefaces • Gothic Cond. BT & Dense Slab
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
31
Instructor
Sean Bacon
Course
Page Layout
Focus
Typography
Typefaces
Candida, Birch, & Various
LIVE THE MAGIC A Celebration of Harry Potter
Live The Magic is an event associated with Universal Studios’ Celebration of Harry Potter. The unforgettable event allows fans to immerse themselves into the magical world of Harry Potter. The celebration features panel discussions along with question & answer sessions where guests can see some of the series’ stars in person. Fans can learn wand combat skills and test their Harry Potter knowledge with a trivia challenge. Live The Magic was designed to embrace the ordinary and celebrate the extraordinary that lies within each of us. When considering the design of the mailer, I wanted to include elements that appeared in both the book series and the movies. The exterior features the ‘Howler’ Ron Weasley receives from his mother after stealing his father’s Ford Anglia. Once unfolded, the interior of the mailer includes all of the event information along with fun facts from the books and movies. The interior was styled after the newspaper The Daily Prophet, with many of the facts sized so small they’re entirely illegible. I chose a wide variety of typefaces to give it the authentic, off-kilter look of the paper known so well by beloved Harry Potter fans.
Colleen Woolsey
33
Instructor • Sean Bacon
Course • Page Layout
Focus • Typography
design in mind
DESIGN BRIEF What is the event? The event is called “Live the Magic”. It’s a ficticious celebration of Harry Potter held at Universal Orlando, Florida. It is held in the two park locations of The Wizarding World of Harry Potter™ – Diagon Alley™ and Hogsmeade™.
Who is the target audience/demographic? The target audience is Harry Potter fans; young and old alike who want to immerse themselves into the magical world they’ve read about in the books and/or have watched in the movies.
What are the unique factors of your design? The unique design factors of Live the Magic is the different type applications to provide visual interest, texture, and content that draws the viewer in. In addition to the package information, there are many Harry Potter fun-facts for viewers to explore. There are also graphics that help convey the information, such as the hand, heart, and bee illustrations. It is inspired by and designed base on the Wizarding newspaper, The Daily Prophet, to help convey to the audience that is is for a Harry Potter event.
What is the desired response from the audience? The desired response from the audience is delight and excitement. We want our audience to be drawn in to the event, but also to the fun-facts listed.
What is the personality of your design? The Live the Magic poster has a quirky and silly personality with serious undertones. It is a mass of information that seems to be randomly inserted and illegible and until you look closely and see and read the content.
34
Live The Magic
Date • Spring 2014
Typefaces • Candida BT, Birch, & Various
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
35
Instructor • Sean Bacon
Course • Page Layout
Hotel Room Key - Front & Back | Event Ticket
36
Live The Magic
Focus • Typography
Date • Spring 2014
Typefaces • Candida BT, Birch, & Various
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
37
Instructor • Sean Bacon
38
Live The Magic
Course • Page Layout
Focus • Typography
Date • Spring 2014
Typefaces • Candida BT, Birch, & Various
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
39
Instructor
Donald Gould
Course
Illustration
Focus
Illustration
Typefaces
Cyclone & Carosello
NIFTY
1950’s Inspired Stationery Nifty is an independent stationery company that creates illustration-driven greeting cards and various stationery paraphernalia. Each product pairs a seemingly sweet and innocent monochromatic illustration with a splash of sassy (and sometimes inappropriate) humor. Nifty’s aesthetic is inspired by the illustrations of Cynthia Amrine, a popular American illustrator of children’s educational posters during the 1950’s and 60’s. I loved the simplified shapes and bold line work used to create characters and their environment. I created a custom halftone pattern to match the appropriate look and feel of printing process used to give depth and interest to each piece.
Colleen Woolsey
41
Instructor • Donald Gould
42
Nifty
Course • Illustration
Focus • Illustration
Date • Fall 2016
Typefaces • Cyclone & Carosello
01 02 03 04 05 06 07 08 09 10 11
design in mind
SET THE TONE Nifty is inspired by the illustrative work of the 1950’s, most predominately Cynthia Amrine whose work showed restraint and clarity of purpose, giving it a timeless quality. Her distinct illustrative style still resonates today with people of all ages. Amrine created children’s artwork that didn’t talk down to them. Instead, her illustrations met children at their level, with bright colors, large text, and lively characters.
An important design element is the half tone pattern frequently used to fill large swashes of color during printing. The contrast between the character and the environment in which they live needed a delicate balance; the character needed to be the focal point while being complemented by the scenery behind.
Colleen Woolsey
43
Instructor • Donald Gould
Course • Illustration
Taster Flight | Taster Flight Rating Card | Coasters | Growler
44
Nifty
Focus • Illustration
Date • Fall 2016
Typefaces • Cyclone & Carosello
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
45
Instructor • Donald Gould
46
Nifty
Course • Illustration
Focus • Illustration
Date • Fall 2016
Typefaces • Cyclone & Carosello
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
47
Instructor Min Choi
Course
Logo & Packaging
Focus
Packaging
Typefaces
Canter & Josefin Sans
JĪNLÓNG
Loose Leaf Chinese Tea JinLong is a modern, luxury loose-leaf tea company with a traditional Chinese influences. The concept of tea culture is referred to as chayi, “the art of drinking tea.” JinLong targets wealthy tea aficionados, ages 35–50, who are interested in learning about global tea cultures. The name JinLong is inspired by deep-rooted Chinese beliefs. ‘Jin’ means gold or golden and is considered the most beautiful color, while ‘Lóng’, meaning dragon is the symbol of power, strength, and good fortune. These beliefs and traditions inspired the elegance and richness of the packaging. I created the brand to have a contemporary look and feel while keeping cultural customs in mind. I incorporated this idea by using a mix of bright and traditional colors as a backdrop for the fluid pattern of intricate gold foiling. I chose to mix a traditional serif and modern sans serif to further illustrate the mixing of old world and new.
Colleen Woolsey
49
Instructor • Min Choi
50
Jīnlóng
Course • Logo & Packaging
Focus • Packaging
Date • Spring 2016
Typefaces • Canter & Josefin Sans
01 02 03 04 05 06 07 08 09 10 11
Logo
Color Palette
Font Selection
Patterns
Design Elements
Colleen Woolsey
51
Instructor • Min Choi
52
Jīnlóng
Course • Logo & Packaging
Focus • Packaging
Date • Spring 2016
Typefaces • Canter & Josefin Sans
01 02 03 04 05 06 07 08 09 10 11
Tea Brewing Instruction Cards | Front & Back View
Colleen Woolsey
53
Instructor • Min Choi
54
Jīnlóng
Course • Logo & Packaging
Focus • Packaging
Date • Spring 2016
Typefaces • Canter & Josefin Sans
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
55
Instructor
Dr. Roslyn Lewis
Course
Graphics & Layout Print Media
Focus
Branding
Typefaces
Cocon Pro & Filson Pro
LIL’ GUPPIES Scuba School
Lil’ Guppies is a swim school which provides young children with opportunities to learn how to swim, scuba dive, and proper water safety. The logo design features a small fish within a larger fish, indicating a parent and child fish; this is consistent with the client’s desire to appeal to both parents and their children. The icon features large, rounded shapes and corners; the eyes of the fish look as if they are smiling. The primary typeface, CoconPro Bold, appears in all lowercase letters with all sharp corners manually rounded to maintain a playful, fun, and child-friendly look and feel.
Colleen Woolsey
57
Company • Lil’ Guppies
58
Lil’ Guppies
Instructor • Dr. Roslyn Lewis
Focus • Branding
Date • 2021
Typefaces • Cocon Pro & Filson Pro
01 02 03 04 05 06 07 08 09 10 11
Logo
Color Palette
Font Selection
CoconPro - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() Filson Pro - Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() Filson Pro - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() Pattern
Design Elements
Colleen Woolsey
59
Instructor • Dr. Roslyn Lewis
Company • Lil’ Guppies
Focus • Branding
OVERVIEW
Now’s not the time for dippin’ your toes. Dive right in! Hi, we’re lil’ guppies scuba school!
We provide young children the opportunity to learn how to swim, scu and practice proper water safety. Our goal is to give children a fun a environment where they can learn to swim and scuba dive.
With proper techniques, children (and adults) can become strong swi and have great adventures!
Pool Rules
LOGO USAGE
Just like sunscreen, properly apply for the best results.
Symbol Y
Y
Our logo is a key element in our brand identity, therefore it is essential that it is always utilized and reproduced correctly. The representation of our brand is predominately through a stacked, vertical layout. Should this layout not fit certain design needs, a brand approved, horizontal layout can be provided and substituted.
Logotype
X
lil’ guppies
Y
Tagline
X
The full-color logo should be used whenever possible, unless printing limitations dictate otherwise. Please refer to our Color Palette on pg. 10 for color accuracy.
X
Here are some examples of proper ways to use the lil’ guppies logo:
Do use the full-color logo on a white background (preferred).
Do use the logo on brand color Guppy Orange with Splashin’ Blue Text and white symbol and tagline.
Do use the logo in all black for one-color applications or on light backgrounds when legibility will be
Do use the logo in all white for one-color applications or on dark backgrounds when legibility will be
X X
X X
X X
X
Do use the brand approved horizontal logo lockup
X
TYPOGRAPHY
COLOR PALETTE
Color Palette We use a two-color palette consisting of Splashin’ Blue and Guppy Orange. It is preferred that our logo appear in our brand colors on a white background whenever possible. Please see logo usage guidelines on pages 5 & 6 for approved alternate uses. When utilizing the three wave graphic, 100%, 50% and 25% Splashin’ Blue are used, always in that order, as the waves extend up the page. When utilizing a single wave graphic, 100% Splashin‘ Blue is to be used. Surf Blue may be utilized as color flood backgrounds and for supporting elements. The lil’ guppies logo is never to appear in full color on a Surf Blue background.
Splashin’ Blue
50%
25%
C.80 M.32 Y.0 K.33 R.34 G.116 B.171 #0070B8
Guppy Orange
White
C.0 M.35 Y.83 K.0 R.255 G.166 B.43 #FF9F00
C.0 M.0 Y.0 K.0 R.255 G.255 B.255 #FFFFFF
Typography is a powerful tool when curating our brand. Using our typefaces consistently is what makes us recognizable. The typefaces we use brings our communications to life and sets the tone for our brand; fun, exciting, and trustworthy. The lil’ guppies main typeface is CoconPro Bold in all lowercase letters with all sharp corners manually rounded. Our tagline is Filson Pro Medium in all uppercase letters. Please use the provided logo files for accurate curvature of the rounded corners. Slogans, phrases, and keywords on branding materials should also appear in CoconPro Bold in all lowercase letters. Please see stationery items on pages 8 and 9 for examples.
Secondary Colors
C.67 M.12 Y.0 K.1 R.84 G.222 B.253 #54DEFD
Lil’ Guppies
Typography
Primary Colors
Surf Blue
60
Do maintain proper spacing around the logo.
01 02 03 04 05 06 07 08 09 10 11
Typefaces • Cocon Pro & Filson Pro
Date • 2021
lil’ guppies 3
FINAL LOGO
Final Logo
Color
Our logo is the most important element of our visual identity, encapsulating our values and vision and transmitting them in a clear, simple and innovative manner. Our logo symbol contains a soft, rounded “parent” fish with a smaller “child” fish, which is paired with a rounded, lowercase typeface to keep our brand friendly and approachable. Our colors consist of bright Guppy Orange and Splashin’ Blue; invoking a feeling of fun, safety, and trust.
uba dive, and safe
immers
Black & White
5
LOGO USAGE
SYMBOL USAGE
Time for some fun in the sun? Kindly obey our pool rules.
Symbol Usage
These rules must be followed at all times when the lil’ guppies brand is applied. Breaking the rules is altering and disfiguring our logo, resulting in poor representation of our brand, a perception of unprofessionalism, and inconsistency to consumers. We would like to avoid this! Here are some examples of what not to do with the lil’ guppies logo:
Do not shear, stretch, or disproportionately scale our logo.
Our patterns were created as a supporting element and may be applied to items such a t-shirts, mugs, and tote bags.
LIL’ GUPPIES scuba school
Do not alter or change the typography of our logo.
Do not use drop shadows or special effects behind our logo.
lil’ guppies 11
Do not alter or change the size relationship between elements.
The lil’ guppies symbol may be used without logo type if being applied as a single stamp, watermark, or as a repeating pattern.
Do not change or use unauthorized colors for type or symbol.
Do not place on low contrast backgrounds (color floods or 4-color images).
RATIONALE
Swim, splash, smile!
CoconPro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
Filson Pro Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
The goal for the final logo was to visually encompass and represent the lil’ guppies mission, To provide young children with opportunities to learn how to swim, learn how to scuba dive, and learn water safety, while appealing to both children and their parents/guardians, who are the target audience of the brand. In addition to being fun, the logo needed to instill a sense of trust and safety. This needed to be accomplished utilizing text as well as a symbol, be scalable, and also flexible enough to be used on a wide variety of media formats. To address the element of fun, and to stay child-friendly, the two-fish symbol features large, rounded shapes and corners; the eyes of the fish look as if they are smiling. The primary typeface of the business name is done in all lowercase and all the sharp corners have been manually rounded. The typeface for the tag line is done in a visually contrasting all caps and is also rounded to maintain consistency. Clean, rounded elements were chosen within the typefaces to tie into the roundness of the icon and give a sense of gestalt. This allows the brand logo to be cute, friendly, and approachable while maintaining professionalism and a sense of trust. To further enhance the messages of both fun and trustworthy, a bright, two-color palette inspired by summer and water was incorporated into the design. Guppy Orange was selected to give a sense of excitement and adventure. The color orange is attention-grabbing and gives the feeling of excitement, enthusiasm, and warmth. Splashin’ Blue was selected to embody the feeling and look of water, and balance the excitement of orange with a sense of calmness and security. The lil’ guppies logo successfully represents the brand, their values, services they offer, and their mission.
Colleen Woolsey
61
Company • Lil’ Guppies
62
Lil’ Guppies
Instructor • Dr. Roslyn Lewis
Focus • Branding
Date • 2021
Typefaces • Cocon Pro & Filson Pro
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
63
Instructor
Curtis Loftis
Course
Desktop Publishing
Focus
Page Layout
Typefaces
Athelas & Majesti
YUZHEN
High-End Chinese Restaurant Yuzhen combines a variety of chinese cuisine to excite and delight our customers. The brand vision for the future is to create experiential dining that is more than just a night out; aiming to bring quality and luxury across all aspects of the brand. The approach of Yuzhen is to develop a brand with the understanding of both culture and consumer insights. Within the vision always lives the promise of inspiring creativity, conversation and quality. Yuzhen’s audience is a high-end clientele who values a dining experience. The age range of customers are from early 30s-60s.
Company • Yuzhen
66
Yuzhen
Instructor • Curtis Loftis
Focus • Page Layout
Date • 2021
Typefaces • Athelas & Majesti
01 02 03 04 05 06 07 08 09 10 11
Trifold Brochure Menu - Interior & Exterior | Table Tent - Front & Back
Colleen Woolsey
67
Company • Yuzhen
68
Yuzhen
Instructor • Curtis Loftis
Focus • Page Layout
Date • 2021
Typefaces • Athelas & Majesti
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
69
Company PetDigs
Client
Sarah Blaylock
Focus
Illustration & UI
Typefaces
Baloo & Open Sans
PET DIGS Pet Sitting App
PetDigs is a pet sitting app where pet owners get free, in-home pet sitting in exchange for giving the pet sitter/traveler a place to stay; in exchange, the traveler looks after pets and plants. It is “the warm and fuzzy way to travel”. The beta app is currently available to connect travel enthusiasts and pet lovers in California’s San Francisco Bay Area.
Colleen Woolsey
71
Company • PetDigs
72
PetDigs
Client • Sarah Blaylock
Focus • Illustration & UI
Date • 2020
Typefaces • Baloo & Open Sans
01 02 03 04 05 06 07 08 09 10 11
design in mind
THE RIGHT STYLE At the beginning of the project, there were a slew of ideas, style inspirations, and concepts explored. Most of the samples provided shared similar characteristics; very simple, lineless or clean linework, vector illustrations with minimal detail. Many of the sample images provided were very geometric, with harsh angles and rigid lines.
Another style explored was more sketch inspired. Illustrations with linework that were more traditional and painterly in style with true to life colors. While this illustration style is great, it harshly contrasted the brand colors and just didn’t feel right for PetDigs.
Ultimately, the app needed to feel both professional and inviting. The illustrated animals needed to be easily recognizable and cute, without looking childish. The vector illustration style with soft, round edges, rather than rigid geometric, was the style that accomplished this goal the best. When it came to colors, a monochromatic color scheme consisting of tints and shades of the brand colors was the best option so as to enhance the brand, rather than compete with the design.
Colleen Woolsey
73
Company • PetDigs
74
PetDigs
Client • Sarah Blaylock
Focus • Illustration & UI
Date • 2020
Typefaces • Baloo & Open Sans
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
75
Company • PetDigs
76
PetDigs
Client • Sarah Blaylock
Focus • Illustration & UI
Date • 2020
Typefaces • Baloo & Open Sans
01 02 03 04 05 06 07 08 09 10 11
Colleen Woolsey
77
Instructor
Sean Bacon & Bradford Prairie
Course
Portfolio A
Focus
Branding
Typefaces
Crimson Text
THE JOLLY HOG Artisan Butcher Shop
The Jolly Hog is a full service artisan butcher shop that utilizes the whole animal to help minimize food waste. Jolly Hog fills the need for healthy alternatives to the meats that are being offered at large chain grocery stores. The Jolly Hog is a sustainable and humane business for all meat lovers and aficionados, but primarily targets men aged 32–47. I wanted The Jolly Hog to be both fun and welcoming to the customer. This butcher shop is unique, so I avoided the use of colors typically associated with butcher shops (the most common of which is red— often associated with the gruesome nature of meat production). The brand is high end while being cheeky and witty with a brand voice that includes the use of meat related puns in a sophisticated serif. The bright yellow palette helps reinforce a positive look and feel. The pattern is made up of dancing pigs amongst carving knives—inspired by the 1919 chromo promoting Good sausages from the PRODIGAL PIG— which features a very alive pig slashing himself into thick sausage rounds.
Colleen Woolsey
79
Instructor • Sean Bacon & Bradford Prairie
Course • Portfolio A
design in mind
LOGO REFINEMENT Concept: My initial sketch for The Jolly Hog included a pig jumping over the word ‘The.’ I wanted to incorporate a visual action that was typically associated with being jolly or happy while keeping the typography in a tight lock-up. I envisioned ‘Jolly Hog’ being in a western inspired, bold typeface with sharp edges and small burs on the sides.
Vectorization: When going from a sketch to a vector graphic, I ran into spacing issues between the jumping pig and the sizing of ‘The.’ Including the pig meant keeping the word at such a small font size that when scaled down the word was completely illegible. I started playing with other locations and typefaces for the word and different styles of pig illustrations.
Typographic Updates: I started exploring a more typographic direction for the logo, and including the pig into other aspects of the branding. This allowed for a cleaner, tighter lock-up of the logo and clear legibility of the word ‘The.’ At this point I started playing with the idea of an inline of the words ‘Jolly Hog.’ The original typeface created tight areas that created tension for the viewer and issues when printed at smaller sizes.
Final Logo: The final logo has a clean, simplified condensed custom serif typeface. In lieu of an inline, I used the yellow of the brand to create a thin offset highlight inspired by old world, hand painted signage. I hand drew the elegant and swirling ampersand and word ‘the’ to match one another and bring in vertical balance. Crimson Text was selected for it’s sharp, high contrast serif to complement the angular serifs of the custom typeface.
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The Jolly Hog
Focus • Branding
Date • Spring 2017
Typefaces • Crimson Text
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Instructor • Sean Bacon & Bradford Prairie
Product Label | Product Packaging | Wax Paper
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The Jolly Hog
Course • Portfolio A
Focus • Branding
Date • Spring 2017
Typefaces • Crimson Text
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Instructor • Sean Bacon & Bradford Prairie
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The Jolly Hog
Course • Portfolio A
Focus • Branding
Date • Spring 2017
Typefaces • Crimson Text
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Apron | T-Shirt Front | T-Shirt Back
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Instructor • Sean Bacon & Bradford Prairie
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The Jolly Hog
Course • Portfolio A
Focus • Branding
Date • Spring 2017
Typefaces • Crimson Text
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Instructor
Dr. Guido Alvarez
Course
Advanced Digital Imaging
Focus
Branding
Typefaces
Quincy & Metropolis
COLLEEN WOOLSEY Personal Brand
For my personal brand, I wanted to focus on an all-text logo that presents my professional abilities with a hint of my oftentimes cheeky personality. I chose a serif typeface for the purpose of representing the professional side and applied rounded corners and edges to bring in some softness, friendliness, and approachability. To bring added playfulness and life to my brand, I designed a sub-mark that combines the letter “C” from my logo with fun illustrated elements. Color is where I chose to bring in more of the cheeky quirkiness of my personality; I opted for a bright, bold turquoise color paired with a deep teal. Turquoise has a similar feeling of maturity of blue tones with an added level of energy and zeal. The teal brings in an element of calm. To round out my brand, I created a full stationery set as well as a custom leave-behind piece.
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Company • Lil’ Guppies
Instructor • Dr. Guido Alvarez
design in mind
SUB-MARK CONCEPT
Element 1: The letter ‘C’ from my logo type to tie into my name and brand. The style of the letter as well as the color maintains cohesion across design elements.
Element 2: Anchor points & handles of letter ‘C’ to provide a visual on how it was created using Adobe Illustrator.
Element 3: Stylized anchor points and handles of a simple illustration done in my favorite outline style to represent my process; the vine represents growth.
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Personal Brand
Focus • Branding
Date • 2022
Typefaces • Quincy & Metropolis
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Company • Lil’ Guppies
Instructor • Dr. Guido Alvarez
Letterhead | Envelope | Business Card Front & Back
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Personal Brand
Focus • Branding
Date • 2022
Typefaces • Quincy & Metropolis
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Company • Lil’ Guppies
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Personal Brand
Instructor • Dr. Guido Alvarez
Focus • Branding
Date • 2022
Typefaces • Quincy & Metropolis
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Leave Behind Pencil Set | Coloring Pages Design 1 & 2
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Company • Lil’ Guppies
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Personal Brand
Instructor • Dr. Guido Alvarez
Focus • Branding
Date • 2022
Typefaces • Quincy & Metropolis
01 02 03 04 05 06 07 08 09 10 11
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MISCELLANEOUS Icons, Illustrations, & Composite
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Direction • Bradford Prairie
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Icons & Illustrations
Client • Vector Media
Focus • Iconography
Date • Spring 2018
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Direction • Bradford Prairie
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Icons & Illustrations
Client • Baker
Focus • Iconography
Date • Spring 2017
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Instructor • Donald Gould
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Icons & Illustrations
Course • Illustration
Focus • Iconography
Date • Fall 2016
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Collaboration • Kira Wilson
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Icons & Illustrations
Project • Rissada
Focus • Illustration
Date • Spring 2017
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Project • Illustrated Ampersand
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Icons & Illustrations
Focus • Illustration
Focus • Illustration
Date • 2018
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Learning Center Well Company Theatre Play Dried Meats
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Logos
Artisan Butcher Shop Game Company Plumbing Company Theatre Play
Scuba School SoCal Brewery Educational Series Summer Camp
Children’s Game French Baking Utensils Chinese Loose-Leaf Tea Branding Agency
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&
Profile Colleen Woolsey 559.408.8704 cwoolseydesign@gmail.com www.colleenwoolsey.com linkedin.com/colleen-woolsey
Education Southern New Hampshire University BA Graphic Design and Media Arts Manchester, NH | 2020-2022 San Diego City College Graphic Design Program San Diego, CA | 2013-2017 Institute of Technology Certificate, Graphic Design Clovis, CA | 2010-2011 Clovis Community College General Education Clovis, CA | 2007-2009
Achievements GDUSA 2018 Health + Wellness Design Awards Brekki Packaging Design & Illustrations AIGA SD Portfolio Review 2017 1st Place - Illustration 2nd Place - Overall
Skills Adobe Illustrator Adobe Photoshop Adobe InDesign CorelDraw Bootstrap Studio Webflow Figma Microsoft Word Microsoft Excell Microsoft Powerpoint Hand/Digital Illustration Managerial Skills
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Resume
Teaching Experience San Diego City College | 2022 - Current Adjunct Instructor Develop online course syllabus and curriculum Grade assignments and provide student feedback Hold office hours and assist students San Diego City College | 2021 - 2022 ARTG 100 Basic Graphic Design - TA Develop course curriculum Grade assignments and provide student feedback Hold office hours and assist students San Diego City College | 2018 Portfolio Mentor - Portfolio A & B Give students project/design feedback Assisted with writing project descriptions Assisted students with hand-crafting portfolio covers Mentorship to various students
Design Experience PetDigs | 2019 - 2020 Freelance - Illustrator Develop brand logo Develop multiple app illustrations Select brand colors, typefaces, and illustration style Develop social media advertisements and graphics BexBrands | 2017 - 2018 Graphic Designer Meet with staff to discuss & develop project(s) Develop print/web graphics, illustrations, and logos Develop graphics for product packaging Prepare multiple proofs for client review Select colors, images, text style, and layout Create logo decks and proposal presentations San Diego City College - CityFX | 2019 Independent Contractor - Graphic Designer Develop brand logo, color palette, and typography Photoediting for costume/makeup designs Design business cards, posters, post cards, and flyers Create social media/website event headers and graphics Plan and develop Trade Show booths Ignyte | 2018 Independent Contractor - Graphic Designer Create a set of 6 icons for Vector Media
Ignyte | 2017 Independent Contractor - Graphic Designer Create a set of 5 icons for Baker Seven/Skyline Church | 2016 - 2018 Independent Contractor - Graphic Designer Bible series digital graphics and print materials Order printed materials through specified vendor(s) Create social media/website event headers and graphics Mayfield | 2015 - 2016 Freelance - Graphic Designer Design logo and branding Develop graphics for product illustrations CD case designs, posters, and other printed media Create social media/event headers
San Diego City College - World Cultures Dept. | 2015 Independent Contractor - Graphic Designer Create illustrations for Fall 2015 & Spring 2016 themes Design two double-sided rack cards each featuring different illustrations Effectively lay out events, dates, and speakers Select ADA compliant text, colors, and design elements Provide hand drawn and digital proofs Twelve Toes Promotions | 2012 - 2016 Independent Contractor - Graphic Designer Meet with art director to discuss project(s) Develop print/web graphics, illustrations, and logos Select colors, images, text style, and layout Meet with art director to discuss & develop project(s) Develop graphics for product packaging Prepare multiple proofs for client review Jayton Tha Mac | 2013 Freelance - Graphic Designer Design CD album cover/CD insert Design social media headers and graphics Design printed flyers Prepare press ready files Nelson Press | 2011 - 2012 Graphic Design Assistant / Digital Print Technician Participate in daily production meetings Meet with clients to discuss their project(s) Develop print/web graphics, illustrations, and logos Select colors, images, text style, and layout Present the design to clients and/or the art director Print digital projects and prepare for delivery/pick-up
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A BIG THANKS! To my husband, Ryan, for supporting me through all of my endeavors, and for making sure I always had what I needed and wanted to succeed and endure. To my mom, who was my biggest inspiration and taught me to be the artist I wanted to be, and to always be true to my inner voice and creative style. To my dad, for being a driving force and the voice of reason behind my career decisions, and for making sure I wasn’t a starving artist. To Ashley Franco for being the best portfolio buddy I could have ever asked for! You kept me on track while keeping me sane! To Sean and Bradford for their tireless efforts, constant sacrifices, and for always pushing me to greater heights. To Lisa McManus for being my personal cheerleader.
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Thank You
Copyright 2017-2022, Colleen Woolsey. All rights reserved. This book was printed by Sunset Press on 100# Accent Opaque cover. Photography by Colleen Woolsey and Bradford Prairie. Some of the photography/mock-ups are from envatoelements. Typefaces: Merriweather & Metropolis No portion of this book may be used or reproduced without written permission from the author.
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