Selected Works of Dana Van Etten:
01
Pudl
02
Field and Flesh
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Planned
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Berkeley Free Clinic
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Hush
The best design pushes boundaries A little guts don’t hurt either.
danavanetten@gmail.com danavanetten.com
Selected Works of Dana Van Etten:
Pudl Field and Flesh Planned Berkeley Free Clinic Hush
Design by:
Dana Van Etten
All Rights Reserved:
Copyright Š2018 Dana Van Etten. No part of this publication is allowed to be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or any other electronic or mechanical methods, without the prior written permission of Dana Van Etten, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
For my bbs.
01
06-35
Pudl:
Book Packaging Campaign Website
02 Field and Flesh:
03
70-99
Planned: Brand Book Brand Guidelines System Wearables Environment Website
Poster Campaign Catalogue Tickets System Products Soundtrack Website
36-67
04
100-121
Berkeley Free Clinic: Branding Booklet Campaign System
05
122-149
Hush: Branding Packaging Environment Website
Dana Van Etten
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pudl About
I was tasked with developing a brand that would solve a problem I’m passionate about, As someone who is concerned with child development I focused on the importance of play. Studies show children need an excessive amount of play in order to grow into emotionally whole adults but unfortunately American children on have an average of 26 minutes of recess per day. Play isn’t given the crucial space it needs.
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Selected Works: 2015-2018 Pudl
Deliverables Book Packaging Campaign Website
Project Visual Thinking Instructor Sandra Isla
Pudl solves this problem by providing children with unstructured play. This promotes emotional and creative growth. Unstructured play is activities children create on their own without adult guidance or rules. These activities can be created through objects, spaces, or imagination. Children when
left to their own devices will take initiative and create activities and stories in the world around them. The growth that happens with this unstructured play is essential. I developed a brand system that plays with the juxtaposition of order and chaos. This mix of visuals is intended to appeal to both parents and kids.
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Solution
Kids need play, not to sit for eight hours a day.
Dana Van Etten
• Packagin g n g
UX • Ph
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20 16
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hy • Ill u
01
I/ •U
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tio
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nd
pudl About
I was tasked with developing a brand that would solve a problem I’m passionate about, As someone who is concerned with child development I focused on the importance of play. Studies show children need an excessive amount of play in order to grow Into emotionally whole adults but unfortunately American children on have an average of 26 minutes of recess per day. Play isn’t given the crucial space it needs.
8
Selected Works: 2015-2018 Pudl
Kids need play, not to sit for eight hours a day. Pudl solves this problem by providing children with unstructured play. This promotes emotional and creative growth. Unstructured play is activities children create on their own without adult guidance or rules. These activities can be created through objects, spaces, or imagination. Children when
left to their own devices will take initiative and create activities and stories in the world around them. The growth that happens with this unstructured play is essential. I developed a brand system that plays with the juxtaposition of order and chaos. This mix of visuals is intended to appeal to both parents and kids.
9
Solution
Dana Van Etten
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Selected Works: 2015-2018
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An integrated communications project, Field and Flesh is a visual system developed for a hypothetical Lars Von Trier film festival. The visual system is based on the common thread found in the four films: Dancer in the Dark, Dogville, Antichrist, Melancholia, and Nymphomaniac: Vol 1 & 2.
Selected Works: 2015-2018 Field and Flesh
Deliverables
Women are primal forces of nature, not to be fucked with. Poster Campaign Catalogue Tickets System Products Soundtrack Website
Project
Integrated Communications Instructor
Christopher Morlan
Lars Von Trier, a Danish auteur, presents sexually complex female protagonists who—as they fuck through the chaos and brambles— transcend their craven male counterparts. In spite of their bleak endings, they are primal forces of nature not to be fucked with.
One of the biggest challenges working on this project was trying to convey a balance between feminine sensuality, nature, and horror. To show this complex relationship I used the materials resin, hair, wood, and organic objects found in the woods.
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Solution
Dana Van Etten
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About 38
An integrated communications project, Field and Flesh is a visual system developed for a hypothetical Lars Von Trier film festival. The visual system is based on the common thread found in the four films: Dancer in the Dark, Dogville, Antichrist, Melancholia, and Nymphomaniac: Vol 1 & 2.
st
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20 17
Selected Works: 2015-2018 Field and Flesh
Women are primal forces of nature, not to be fucked with. Lars Von Trier, a Danish auteur, presents sexually complex female protagonists who—as they fuck through the chaos and brambles— transcend their craven male counterparts. In spite of their bleak endings, they are primal forces of nature not to be fucked with.
One of the biggest challenges working on this project was trying to convey a balance between feminine sensuality, nature, and horror. To show this complex relationship I used the materials resin, hair, wood, and organic objects found in the woods.
39
Solution
Dana Van Etten
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Selected Works: 2015-2018
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I was given the challenge of rebranding and expanding a brand that was struggling or not perceived well. As someone who is passionate about sex positivity and reproductive health. I chose to work on Planned Parenthood.
Selected Works: 2015-2018 Planned
Deliverables
Women should have the care & information needed to fulfill their dreams. Brand Book Brand Guidelines System Wearables Environment Website
Project
Nature of Identity Instructor
Anitra Nottingham
The biggest challenge of this branding project was thinking beyond Planned Parenthood’s current offerings and image. Their core philosophy is the “revolutionary idea that women should have the information and care they need to live strong, healthy lives and fulfill their dreams—no ceilings, no limits.”
I wanted to bring this thinking to other areas of women’s lives and I moved Planned Parenthood into career and mentor services. Women are so much more than their reproductive systems and Planned provides access to career growth no matter what. I chose bold colors and marks with subtle feminine touches as well as a warm illustration style. These visuals are supported with empowering copy with a feminist voice.
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Solution
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I was given the challenge of rebranding and expanding a brand that was struggling or not perceived well. As someone who is passionate about sex positivity and reproductive health. I chose to work on Planned Parenthood.
Selected Works: 2015-2018 Planned
Women should have the care & information needed to fulfill their dreams. The biggest challenge of this branding project was thinking beyond Planned Parenthood’s current offerings and image. Their core philosophy is the “revolutionary idea that women should have the information and care they need to live strong, healthy lives and fulfill their dreams—no ceilings, no limits.”
I wanted to bring this thinking to other areas of women’s lives and I moved Planned Parenthood into career and mentor services. Women are so much more than their reproductive systems and Planned provides access to career growth no matter what. I chose bold colors and marks with subtle feminine touches as well as a warm illustration style. These visuals are supported with empowering copy with a feminist voice.
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Solution
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I was given the task of rebranding the Berkeley Free Clinic. Part of the challenge was to build the new brand using the messaging within their current marketing materials.
Selected Works: 2015-2018 Berkeley Free Clinic
Deliverables
Healthcare should be for people, not profit.
Branding Booklet Campaign System
Project
Visual Literacy
Instructor
Hunter Wimmer
Keeping in line with Berkeley Free Clinic’s intended audience of young volunteers, I developed a visual system. BFC exists in an urban environment and provides care to the undeserved. They present themselves to possible volunteers with grit.
In order to successfully evolve a healthcare brand with grit, I created rough and textured illustrations and paired them with clean typography and colors common to worlds of health and medical care.
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Solution
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04 berkeley free clinic UX • Ph ot
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I was given the task of rebranding the Berkeley Free Clinic. Part of the challenge was to build the new brand using the messaging within their current marketing materials.
Selected Works: 2015-2018 Berkeley Free Clinic
Healthcare should be for people, not profit. Keeping in line with Berkeley Free Clinic’s intended audience of young volunteers, I developed a visual system. BFC exists in an urban environment and provides care to the undeserved. They present themselves to possible volunteers with grit.
In order to successfully evolve a healthcare brand with grit, I created rough and textured illustrations and paired them with clean typography and colors common to worlds of health and medical care.
103
Solution
Dana Van Etten
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berkeleyfreeclinic.org
berkeleyfreeclinic.org
eley Berk fr ee Cl inic Healthcare For People Not ProďŹ t.
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Selected Works: 2015-2018 Berkeley Free Clinic
HEALTH CARE FOR PEOPLE. NOT PROFIT. berkeleyfreeclinic.org
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hush About
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Hush is a conceptual brand that sells medicinal cannabis chocolates that was developed for an experimental typography class, The project, titled Translations, began when I was given a poem in a language I could not understand. Inspired by the shapes and forms of the Arabic typography I created many drawings, some of which were landscapes. My poem was eventually revealed to in English and it is titled “Lullaby” by Tuvia Rivner. The poem evokes lush forest imagery and themes of calming fears and anxieties.
Selected Works: 2015-2018 Hush
Deliverables Branding Packaging Environment Website
Project
Close your eyelids, Sleep as you are.
Type Experiments Instructor Wioleta Kaminska
We were encouraged to apply our process drawings to the world of graphic design anyway that we saw fit. I felt as though the natural calming, and often sleep inducing, effects of THC connected with “Lullaby� on many levels.
I began to create the logotype for hush based on forest imagery I had developed throughout my translation process. The illustrations on the packaging are also inspired by my early visual translations of the poem. I wanted the packaging to speak feminine luxury while still showcasing the natural side of the product through the color palette and raw illustration style.
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Solution
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hush About
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Hush is a conceptual brand that sells medicinal cannabis chocolates that was developed for an experimental typography class, The project, titled Translations, began when I was given a poem in a language I could not understand. Inspired by the shapes and forms of the Arabic typography I created many drawings, some of which were landscapes. My poem was eventually revealed to in English and it is titled “Lullaby” by Tuvia Rivner. The poem evokes lush forest imagery and themes of calming fears and anxieties.
Selected Works: 2015-2018 Hush
Close your eyelids, Sleep as you are. —Tuvia Rivner
We were encouraged to apply our process drawings to the world of graphic design anyway that we saw fit. I felt as though the natural calming, and often sleep inducing, effects of THC connected with “Lullaby” on many levels.
I began to create the logotype for hush based on forest imagery I had developed throughout my translation process. The illustrations on the packaging are also inspired by my early visual translations of the poem. I wanted the packaging to speak feminine luxury while still showcasing the natural side of the product through the color palette and raw illustration style.
125
Solution
Dana Van Etten
Selected Works: 2015-2018
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Hush
danavanetten.com