Ad campaign Brief: Mutual International, a company that provides personal secretaries to businesses and private individuals, wanted an advertisment campaign to appeal to both audiences alike. They needed a slogan that is instantly eye-catching, prefering the ads to have an element that matches their logo. Solution: A series of four ads, depicting four different definitions of the word secretary, causing the viewer to stop and think about what the company is offering. I used the blue color, which matches their logo.
Ad campaign
Logo/ Corporate ID Brief: American Academy of Interior Design was looking to refurbish their corporate image. They wanted a logo that would incorporate all three aspects of their name: they are proudly American, they are a prestigious academy and they teach interior design. Solution: I designed my own font using basic shapes, hinting at modern architecture/interior design. The letters have a square, blocky look, indicating the square, blocked look of campus buildings. Lastly, I chose burgendy, navy and white as a sophisticated take on the red, white and blue of the American flag.
Logo/ Corporate ID Brief: TravelLink is a high end travel company, dealing in all three aspects of travel- air, land and water. They wanted a logo that would hint at that and maybe also incorporate the link aspect of their name. It should be easily recognizable on luggage and on agents’ badges. Solution: I designed a clean, sharp looking logo that is used in the corporate identity both in its actual form of the two linked ‘L’s and using the negative space around it to form an interesting abstract mark. The triangles can be arrows that indicate travel in all different directions and by all different mediums (pointing up for air, down for land and four cornered for the sea). The linked ‘L’s can also be roads converging, again hinting at travel. The business card is black plastic, rounded diecut, with a cutout of the logo, allowing it to show up on either side. The name of the agent and the linked “l”s are raised in an elegent, dark tungsten color.
Brochure Brief: Mutual International, a company that supplies personal secretaries, wanted a brochure - around six pages long- to help explain the services they offer. It should be modern and something different than the norm. Solution: Using crisp typography to make the titles stand out on one large background, I created an interesting inside page for the brochure. To keep the theme, the cover is an illustrated version of the inside picture (done on my own in Illustrator), with the blue swirl motif continuing throughout the brochure.
Brochure
Menu Design
Menu Design Brief: Ambiance wants a new menu to match their modern, red, white and black interior. Solution: I created an assymetrical rectangular black, white and red abstract design, reminiscent of Chinese modern art. The cover is modern, with clean typography and plenty of white space. For the inside, I opted on minimal pictures, with only one picture per spread so that the foods and descriptions are the main element and are clean and easy to read.
ECards Brief: The client wanted Ecard designs for Rosh Hashana and Purim- two designs for each holiday, with an English and Hebrew option for each variation. The designs should have some common thread to tie them all together, and display two separate logos (the client's and their contributor's) in a harmonious manner. Solution: I created a sharp, clean design for the basic layout; then added eye catching pictures to bring the card to life. The two logos sit on the right hand corner, where they are displayed clearly without detracting from the overall look.
ECards
Greeting Card Shana Tova card for the Tschenskowitz’er Bais HaMedrash. I created the background montage myself, putting together the background, parchment, candle and realistic shadows to create a seemless picture.
Book Cover Cover design for the book “Empower Your Soul�. I chose an abstract type picture that illustrated the idea of the title. There is some photo manipulation done here- I added a hat to the figure to give the picture a more Jewish look and created the entire back cover myself using the clone tool to seemlessly continue the design. I designed the title in an uncial font with a bit of a bevel/embossed look, for an elegant, destinguished feel.
CD Design Brief: A design for a disc, CD jacket and booklet was needed for a new age, instrumental music disc. The design should reflect the quiet, relaxing nature of the music. Solution: A picture of a beautiful old tree with sun rays peeping through it creates the basis for my design. I sampled a color from the image to create the the green rectangles that all the text is placed upon- some of them are transparent to bring out the delicate, ethereal feel of the design, while the reviews and lyrics are on fully opaque backgrounds so as not to detract from a comfortable reading experience. I added another element with a gold bird cage, to break up the continuous forest design and add some interest for the eyes. The CD itself is a very simple design, that matches the rest of the package without being too busy.
Packaging Brief: Schweppes wants a soda can label for a new energy drink named Vitalize. It should appeal to the teenaged crowd, be creative and energetic. They also want a catchphrase that matches the design. Solution: I created the word ‘Vitalize’ in 3d, looking as if it’s coming out of an explosion of color. I painted it in glowing colors, with a broken glass texture to give it more authenticity. The slogan is ‘Feel the glow’- a play on the glowing look of the design and the glow that is felt when drinking caffiene. A sci-fi looking font for the catchphrase and flavors finishes off the design.
Packaging + Concept Character Brief: Design a board game called ‘Coffee Break’, intended for adults. There should be spaces for the players to advance from start to finish, and one or two spaces that would cause the player to either jump forward or backward. The company also wants a mascot for the game, to excite and invite people to play the game. Solution: I designed a clean, uncluttered board, as the game is for adults. The playing spaces are biscuits, leading toward a pretty tea shop with sparkly glass windows. The mascot is a mug with a sweet old lady face. The entire board was illustrated by myself using Adobe Illustrator.
Logo + Packaging Brief: Ma’ayan HaChaim, an alternative medicine company, wanted a logo and labels for three of their products. Creating a design according to the specs of the labels was a real challenge, as they were long, very narrow, quite small and needed a whole lot of text. Solution: For the logo, I created a leaf with a stem shaped like a water droplet and a stream of water beneath the word, bringing together the nature and stream (Ma’ayan means stream) aspect of the company. For the labels, I stayed with the theme of water and leaves, with a different picture for each. The graphics are appealing and pretty with a fresh, natural feel. The parts of the label that fold over the back are transparent plastic, giving it a professional finish.
Website Design
Website Design Brief: Gold’s Co is a company that sells hats and fashion accessories. They wanted a homepage that would be fashionable and chic. Solution: I gave the company two different concepts with different design choices for each. The first is a grungy, seasonal look, incorporating the color purple, which was the color of the upcoming season. The other is a clean, minimalistic design, with all elements seeming to be laser cut out of a paper.
Quick Logos These logos are quick exersizes using the Transform tool in Illustrator. Each logo took less than 5 minutes to create.
Resumè OBJECTIVE:
A graphic design position
DESIGN STYLE:
In my opinion, the most professional graphics are clean and uncluttered, so I try and keep my designs simple. I love a modern look for almost any graphics job, but I also enjoy creating grunge, vector, vector-photo, vintage and typographic looks. All the vectors, effects and photo montages I use are created by myself -I nearly never download them from stock photography sitesgiving a unique and distinct individual look to my work. Online tutorials for all kinds of interesting effects and techniques are one of my absolute passions and help me bring an extra dimension to the worktable. I also delight in playing around with typography, finding interesting fonts and using type as a design element.
MY PROFILE:
I’m always open to new ideas. I welcome constructive criticism. I’ll never stop loving to learn more about graphic design. I don’t give over work until I’m 100% satisfied with it. I try to keep my designs creative by using the mind-mapping process for inspiration. English is my mother-tongue; I’m also fluent in oral and written Hebrew. I am organized, very neat and pay attention to details. I love art, in any form - and I’m not afraid to get my hands dirty.
PROGRAMS:
Adobe Photoshop, Illustrator and Indesign
EDUCATION:
DesignAlive 2010 Computer Graphics by Adina Cahn: Comprehensive lessons on the Adobe programs Graphic Design by Zippy Thumim: Theory of graphic design, methods and real-life graphics projects
PREVIOUS WORK:
Executive Assistant/Personal Secretary, 2010- present MDK Network Solutions Executive Assistant/Personal Secretary, 2005-2008 Arotech Corp., West Industrial Zone, Bet Shemesh Freelance Editor/Typist/Research, January 2004-2010
*References available upon request.