01 RUFF WATERS A DV E N T U R E D O G T R E AT S
OVERVIEW Ruff Water is a brand of dog treats that will excite any dog in any environment. Having the ability to take your dog out to their favorite outdoor areas while carrying treats that are environmentally friendly.
PROBLEM Plastic. Most dog treats are made in containers or ziplock baggies that will allow freshness, but unfortunately this leads to an overwhelmingly amount of packaging waste.
SOLUTION Creating a reusable packaging that will also be capable of recycling is one of the best routes we can currently take. With Ruff Waters, we decided to create a brand that has a playful perspective toward our pets' treat options.
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CATEGORY / PACKAGING
ART DIRECTOR / SEAN BACON RUFF WATERS
PROJECT / TUNGSTEN, ARCHER, & SWEET SANS PRO
TYPEFACES /
if you want a friend, get a dog.
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RUFF WATERS
PROJECT /
TUNGSTEN, ARCHER, & SWEET SANS PRO
TYPEFACES /
THE BIG IDEA
ART DIRECTOR / SEAN BACON
BRAND POSITIONING
CATEGORY / PACKAGING
DESIGN THINKING
Overall the goal was to make Ruff Waters approachable, playful, and stand out amounst the competitors. Through our logo, we took risks and went with the flow of how to create a logo with movement.
TARGET AUDIENCE We found our target audience to mostly likely, and almost always, have a routine of venturing out into the wilderness and or even just the dog park. Both dog and humans were considered in the process, and having both values overlap were key values in decsion making.
TAGLINE "A DOGS BEST LIFE" Because when your furbaby is happy, you're happy.
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LOGO
E ’ B A DOG S
ST
L I FE
ICONOGRAPHY
COLOR PRIMARY COLORS
SECONDARY COLORS K:9
C:2 M:9 Y:100 K:0
C:3 M:2 Y:4 K:0
C:0 M:75 Y:78 K:0
C:90
M:52
Y:32
C:0 M:77 Y:20 K:0 C:28 M:11 Y:4
K:0
C:31 M:0 Y:16 K:0 C:34 M:0
Y:0
K:0
TYPOGRAPHY SWEET SANS PRO
ARCHER
TUNGSTEN
ABCDEFGHIJK
ABCDEFGHIJK
ABCDEFGHIJKLM
LMNOPQRTUV
LMNOPQRTUV
NOPQRTUVWXYZ
WXYZ
WXYZ
ADJECTIVES FRIENDLY
SIMPLE
ORGANIC
BOLD
PACKAGING
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CATEGORY / PACKAGING
ART DIRECTOR / SEAN BACON RUFF WATERS
PROJECT / TUNGSTEN, ARCHER, & SWEET SANS PRO
TYPEFACES / 01
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CATEGORY / PACKAGING
ART DIRECTOR / SEAN BACON RUFF WATERS
PROJECT / TUNGSTEN, ARCHER, & SWEET SANS PRO
TYPEFACES / 01
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02 LIVING FUTURE B I O M I M I C RY U N C O N F E R E N C E
OVERVIEW Living Future is an existing company where biomimicry and design meets. And when there are break through designs or talks for inspiration we gather at the annual Living Future Unconference. This campaign year was 2018 LIMITLESS, where is we worked together to make a better future we could have limitless abilities.
PROBLEM The branding from previous years has consistent, but with large changes in the world currently becoming our overwhelming focus for the future it is long overdue.
SOLUTION Creating a current branding and responsive website that is up-to-date were two goals met and resolved while working on the project.
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CATEGORY / INTERACTIVE
ART DIRECTOR / SEAN BACON LIVING FUTURE
PROJECT / BRANDON GROTESQUE
TYPEFACES /
community starts with caring for one another
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LIVING FUTURE
PROJECT /
BRANDON GROTESQUE
TYPEFACES /
THE BIG IDEA
ART DIRECTOR / SEAN BACON
BRAND POSITIONING
CATEGORY / INTERACTIVE
DESIGN THINKING
Big idea for Living Future was to reduce waste and go green. Creating a main hub website for potential attendees in order to provide easy to find information on the basic information on the conference.
TARGET AUDIENCE Our audience consisted of designers, architects, scientists, and many more. Because we had a large pool to work with, we decided to continue with a simple and clean layout in order to translate across all audiences.
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CATEGORY / INTERACTIVE
ART DIRECTOR / SEAN BACON LIVING FUTURE
PROJECT / BRANDON GROTESQUE
TYPEFACES / 01 02 03 04 05 06 07
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03 CITY APP
SDCC COLLEGE GUIDE
OVERVIEW City App will provide a service for college students to manage and work through semesters with clarity.
PROBLEM Because the app has not been created for the College, we started from the ground up on the process and looked toward other tool organizing apps.
SOLUTION Creating a clean and fresh space for students to make their own while still adapting to the school's branding.
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CATEGORY / INTERACTIVE
ART DIRECTOR / LEANNA JONES CITY APP
PROJECT / MONTSERRAT & ACUMIN PRO
TYPEFACES /
if you can be anything, be kind.
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CITY APP
PERSONAS Primary Target Audience
MARTIN SOLIS The Returning Student 23 Y/O
OCCUPATION: Manager of small business MAJOR: Business GRAD. YEAR: Spring '20
BIO: Victor Solis, a 23 y/o returning Business majorhas been working toward his associates degree with transferable credits. In order to get into his dream school, University of California, Berkeley, he is determined to utilize every resource at City College to graduate and transfer. He plans to work while at SDCC, as a manager at a small business, so he can build his experience in the industry.
CHARACTERISTICS RESILIENT PERSONALITY
CONSISTENT
PATIENT
MATURED ACTIVE
INTROVERT
EXTROVERT
INTUITION
SENSING
FEELING
THINKING JUDGING
RESOURCEFUL
PERCEIVING
TECHNOLOGY
FRUSTRATIONS • Spam emails • Small text on reading apps • Lack of navigation on info
GOALS • Plan yearly Schedule • Manage small business • Get into UCB
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MOBILE 7 1 % SOCIAL MEDIA 4 8 % ONLINE SH OPPING 89 %
MIKE SHULTZ The Art Student 18 Y/O
TECHNOLOGY OCCUPATION: Full-time Student MAJOR: Fine Art GRAD. YEAR: Spring '22
FRUSTRATIONS • Lack of campus info • Counselors are always booked • Oil Paint
CHARACTERISTICS
GOALS • Exhibit art at School • Work Study position
CAPTIVATING
MOBILE 58%
• Join Phi Theta Kappa club
SOCIAL MEDIA 3 3 %
PATIENT
ARTISTIC
ONLINE SH OPPING 7 8 %
JESSICA MARTINEZ The Young Dancer 20 Y/O
TECHNOLOGY OCCUPATION: Full-time student MAJOR: Dance GRAD. YEAR: Spring '19
FRUSTRATIONS • Finding parking • Wrong public dates • Lack of school events
CHARACTERISTICS
GOALS • Choreograph performance
FIERCE LOYAL
QUICK-WITTED
• Pass Math 96 • Get into UCLA
MOBILE 8 2 % SOCIAL MEDIA 4 5 % ONLINE SH OPPING 8 7 %
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Design Thinking
SIGN IN
SIGN-IN & NAVIGATION City App’ s Sign in process will use the CSID provided by the school and or have a visiting as guest option. After sign in, students can find immediate information about the school, their schedule, transportion, and even view near by areas to eat. Students have access to the MORE tab option in their navigation bar, where sub-sections of information and tools are available to assist students improve their academic experience throughout their time at City College.
MARTIN’S USER BOARDING EXPERIENCE
CREATE ACCOUNT is prompted for current students to input their student ID and create a password, or to sign-in if they have an existing account. Aspiring students or parents of students can use the VISITOR option to view basic info about the school in order to have easier time will navigation.
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HOME
Students' will have their tasks or class schedule for the day or month in their HOME tab.
MORE
Students' MORE tab will provide a calender, their current courses, create tasks, and access to other sources of information, where they can personalize and manage their studies.
ACCOUNT
Students' will also have an ACCOUNT tab where they can choose their notifications, personalize passwords for course sections, as well as have easy to access safety information.
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Design Thinking
MOBILE EXPERIENCE CITY APP’s visual design has the branding colors, and academically suggestive colors to provoke students to personalize their study methods and efforts each semester at SDCC.
VICTOR’S PERSONALIZED USER EXPERIENCE
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CATEGORY / INTERACTIVE
ART DIRECTOR / LEANNA JONES CITY APP
PROJECT / MONTSERRAT & ACUMIN PRO
TYPEFACES / 01
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04 COPACETIC S E L F- H E L P M A G A Z I N E
OVERVIEW Mental health has been a topic that is kept quiet over the past years, but as of late, becoming a common or normalized topic. While these illnesses affect lives across the world, it is in the urban areas
PROBLEM While these illnesses affect lives across the world, it is in the urban areas we decided to focus on. Because of the hussle and bussle of most cities, mental health is pushed to the side of most people's common needs.
SOLUTION With this intimate magazine, we can communicate to a large population while also providing resources and tools to cope with the mental illness.
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CATEGORY / EDITORIAL
ART DIRECTOR / BRADFORD PRAIRIE COPACETIC
PROJECT / SABON LT & HELVETICA NEUE
TYPEFACES / 01
02 03 04 05 06 07
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LOGO
IC
O
T CE
PA
IC
L
IA IS
BU
BIP
AN
IC
PA
IM
UE
T CE
C
O
C
PA
LAR IS E
UE
C
O
O
S
TY IS
SU
IE
S
X
SUB -LOGO
T CE
COLOR SECONDARY COLORS
PRIMARY COLORS C:0
M:0
Y:0
C:0
M:3
Y:14 K:2
K:1
C:0
M:77 Y:77 K:19
C:52
M:0
C:70
M:55 Y:0 K:33
Y:1
K:34
TYPOGRAPHY SABON LT PRO
HELVETICA NEUE
A B C D E F G H I J K L M N
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
O P Q R S T U V W X Y Z
ADJECTIVES CLEAN
SIMPLISTIC
STR AIGHTFORWARD
PERSONAL
GRID SYSTEMS
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CATEGORY / EDITORIAL
ART DIRECTOR / BRADFORD PRAIRIE COPACETIC
PROJECT / SABON LT & HELVETICA NEUE
TYPEFACES / 01
02 03 04 05 06 07
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CATEGORY / EDITORIAL
ART DIRECTOR / BRADFORD PRAIRIE COPACETIC
PROJECT / SABON LT & HELVETICA NEUE
TYPEFACES / 01
02 03 04 05 06 07
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05 RIPNDIP ECCOMERCE SITE
OVERVIEW RipNDip is a skate and urban wear brand where the funkier or wilder the design and style, the better.
PROBLEM Most urban wear brands have an easy to digest website, but unfortunately, most users would feel overwhelmed by the amount of products on a single page on RipNDip.
SOLUTION Create a responsive website with easy to filter options for users to find their crazy styles with ease and enjoy the site in the mean time.
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CATEGORY / INTERACTIVE
ART DIRECTOR / BRADFORD PRAIRIE CAFE MOTO
PROJECT / META SERIF PRO & ACUMIN PRO CON.
TYPEFACES / 01
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CATEGORY / INTERACTIVE
ART DIRECTOR / BRADFORD PRAIRIE CAFE MOTO
PROJECT / META SERIF PRO & ACUMIN PRO CON.
TYPEFACES / 01
02 03 04 05 06 07
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06 HAPPY COW FO O D A P P R E - D E S I G N
OVERVIEW Happy Cow, being one of a kind, an online service, (app included), is the dietary assistance to finding healthier food options for peoples’ busy lifestyles. Within this app re-design, there were several revisited focal points, the target audience, app introduction, and layout.
PROBLEM The majority of the app functions and UI had left users feeling limited. And in result, made the app seem unfriendly and a hassle to interact with.
SOLUTION The new app, Happy Cow, is now neutral and simplified in UX, and has personalized spaces for the user. Once, the UX was completed, the UI had taken on a clean and fresh aesthetic, thus creating a breathable atmosphere for any of the user’s needs.
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CATEGORY / INTERACTIVE
ART DIRECTOR / LEANNA JONES HAPPY COW
PROJECT / MONTSERRAT & ACUMIN PRO
TYPEFACES / 01 02 03 04 05 06 07
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HAPPY COW
PERSONAS Primary Target Audience
IRIS HICKMAN The Super Mom 39 Y/O
OCCUPATION: Registered Nurse STATUS: Married, w/2 Children LOCATION: Melbourne, Victoria INCOME: 70k/yr DIET: Vegan
BIO: Registered nurse, Iris Hickman, is living in Melbourne, Victoria with her family of 4. She has a full schedule of activities, and would like to maintain a healthy lifestyle for her family and herself, but she feels theres no time in her day to look for healthier options. While at a food festival, she heard about the Happy Cow app. Their next family meal out was planned and easily found Happy Cow, and now they’ve bookmarked favorites to revisit in the future.
CHARACTERISTICS EFFICIENT
PERSONALITY
EMPATHETIC
PATIENT
SUPPORTIVE STRONG
INTROVERT
EXTROVERT
INTUITION
SENSING
FEELING
THINKING JUDGING
SPONTANEOUS
PERCEIVING
TECHNOLOGY
FRUSTRATIONS • Mortgage Payments • Running out of time • People who loiter
GOALS • Make less waste • Cleaner eating • Balance life chores
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MOBILE 7 5% SOCIAL MEDIA 4 6 % ONLINE SH OPPING 8 5 %
MIKE SHULTZ The College Student 21 Y/O OCCUPATION: Full-time Student
TECHNOLOGY
STATUS: Single LOCATION: N. Potomac, Maryland INCOME: 8k/yr (from parents) DIET: Vegan
FRUSTRATIONS • Meat eaters • Short lunch gaps • No Veg options
CHARACTERISTICS
GOALS • Meet deadlines
FORWARD -THINKING
• Make better food choices
MOBILE 87 %
• Open mind on new food
SOCIAL MEDIA 4 8 %
CARING
ENGAGING
ONLINE SH OPPING 9 0 %
JESSICA MARTINE The Organized Adult 29 Y/O
OCCUPATION: Business Owner
TECHNOLOGY
STATUS: Married LOCATION: Bonita, CA INCOME: 112k/yr
BIO: Emily Hurwitz is a current
FRUSTRATIONS • Finding parking • Poor service for vegan opt. • Not enough sleep
CHARACTERISTICS
GOALS • Exercise more
HUMBLE
CONFIDENT
RESPECTFUL
• Poor service for vegan opt. • Not enough sleep
MOBILE 6 2 % SOCIAL MEDIA 3 5 % ONLINE SH OPPING 7 7 %
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Design Thinking
SIGN IN
ON-BOARDING PROCESS Happy Cows’ On-boarding process will personalize every users’ interface and experience. Having the users specify their dietary needs while creating an account will allow Happy Cow AI to produce suggestions, and alert users of menu or product items with unwanted ingredients.
IRIS’S USER BOARDING EXPERIENCE
WELCOME BACK!
Continue with email
Continue with facebook
Continue with Gmail
Don’t have an account? Sign up
Account sign in is prompted in order to retrieve the users’ saved data and history.
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CREATE ACCOUNT
USER DIET
ALLERGIES / UNDESIRABLES
CREATE ACCOUNT
WHAT DOES YOUR DIET LOOK LIKE?
Email Vegan a way of living which seeks to exclude, as
Password
DO YOU HAVE ALLERGIES?
LET US KNOW IF YOU WANT TO AVOID ANY OF THESE:
far as is p ossible and practicable, all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose.
GLUTEN
PEANUTS
SHELLFISH
EGGS
MILK
WHEAT
SOY
OTHER
Re-Type Password Vegetarian A person who does not eat meat, and sometimes other animal products. Also
SIGN UP
used as a transitional diet to veganism.
“I just want to get Heal thy” We’re here to help and support you! We have lots of healthy yummy suggestions.
Already have an account? Sign in SKIP
First time user sign in is simple so they can get to looking for their next meal. Profile info can be updated at anytime.
Simple three option Dietary needs for the basic format of the Happy Cow Search. This can also be skipped and added in the account info later.
SKIP
Because user food intake varies, this will be the second filter to prevent users from having to worry about specific ingredients.
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Design Thinking
ON-BOARDING PROCESS Happy Cows’ On-boarding process will personalize every users’ interface and experience. Having the users specify their dietary needs while creating an account will allow Happy Cow AI to produce suggestions, and alert users of menu or product items with unwanted ingredients.
IRIS’S USER BOARDING EXPERIENCE
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CATEGORY / INTERACTIVE
ART DIRECTOR / LEANNA JONES HAPPY COW
PROJECT / MONTSERRAT & ACUMIN PRO
TYPEFACES / 01 02 03 04 05 06 07
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07 CAFE MOTO ECOMMERCE RE-DESIGN
OVERVIEW Cafe Moto is a San Diego Local Cafe that fuels their surrounding community.
PROBLEM Previously, Cafe Moto had a functional website, but was not up to date to the current trends of most coffee websites, which leaves Cafe Moto and their wholesales behind all their competitors.
SOLUTION Creating a responsive website where Cafe Moto users can find their favorite coffee or tea readily availble to order online without any miscommunication.
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ART DIRECTOR / BRADFORD PRAIRIE CATEGORY / INTERACTIVE
01 CAFE MOTO
PROJECT / ACUMIN PRO & META SERIF PRO
TYPEFACES /
02 03 04
05 06 07 08
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CAFE MOTO
PERSONAS Primary Target Audience
MARY CALDERON The Subscriber 39 Y/O
OCCUPATION: Gallery Manager STATUS: Married LOCATION: San Diego, CA INCOME: 43k/yr
BIO: Mary works as a Gallery Manager for the local Barrio Logan Gallery. Her routine, which includes a cup of Cafe Moto before she heads into work. Because she is in her late 20's she would like to better her investments. Hence, while using the Cafe Moto website she finds it confusing to navigate and the lack of info and detail to where the coffee is sourced is one of her concerns. She loves Cafe Moto's mission and would like to collaborate and hold a pop-up.
CHARACTERISTICS EFFICIENT PERSONALITY
EMPATHETIC
PATIENT
SUPPORTIVE STRONG
INTROVERT
EXTROVERT
INTUITION
SENSING
FEELING
THINKING JUDGING
SPONTANEOUS
PERCEIVING
TECHNOLOGY
FRUSTRATIONS • Difficult user flow • Incorrect orders • Lack of business info
GOALS • Create partnerships • Festival patron forms • Healthier eating habits
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MOBILE 57 % SOCIAL MEDIA 3 5 % ONLINE SH OPPING 8 9 %
MIKE SHULTZ The Usual Customer 25 Y/O OCCUPATION: Part-time Musician
TECHNOLOGY
STATUS: Single LOCATION: North Park, CA INCOME: 23k/yr
FRUSTRATIONS • Lack of resources • Long lines/ waiting too long • Useless navigation
CHARACTERISTICS FORWARD -THINKING
GOALS • Peace of mind while ordering • Make coffee inspired music • Pdf Menu/Ingredients
MOBILE 89 % SOCIAL MEDIA 5 6 %
CARING
ENGAGING
ONLINE SH OPPING 2 9 %
JESSICA MARTINE The Organized Adult 41 Y/O
OCCUPATION: Business Owner
TECHNOLOGY
STATUS: Married LOCATION: Bonita, CA INCOME: 112k/yr
FRUSTRATIONS • Finding parking • Poor service for vegan opt. • Not enough sleep
CHARACTERISTICS HUMBLE
CONFIDENT
RESPECTFUL
GOALS • Track restuarant sales • Whole sale partnership • Website menu update
MOBILE 52 % SOCIAL MEDIA 3 1 % ONLINE SH OPPING 7 3 %
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DESIGN THINKING
SUBSCRIPTIONS
SUBSCRIPTION PROCESS Cafe Moto’s subscription process will personalize every users’ interface and experience. Having the users specify their dietary needs while creating an account will allow Cafe Moto to produce suggestions, and alert users of menu or product items with unwanted ingredients.
MARY’S USER BOARDING EXPERIENCE
SUBSCRIPTIONS will offer the user the choice between coffee OR tea, thus making the process less overwhelming.
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STEP BY STEP FLOW
ORDER SUMMARY
Step by step process of selecting type of coffee or tea. And if coffee, a break down will prompt the user on the type/origin, how they would like their coffee, and how often it should be delivered.
After the user has gone through the process, there will be an ORDER SUMMARY of their selections, where they can make changes, and manage through their account once they subscribe.
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CAFE MOTO
PROJECT /
ACUMIN & FF META PRO / SERIF
TYPEFACES /
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06 07 08 09 10
Users can fuel themselves to a CAFE MOTO subscription or treat a family member or friend to a gift of a subscription.
ART DIRECTOR / BRADFORD PRAIRIE
CATEGORY / UX & UI
SUBSCRIBE OR GIFT
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E ’ B A DOG S
ST
L I FE
steel
ADVENTURE DOG TREATS PACKAGING
MENTAL HEALTH MAGAZINE
2018 LIVING FUTURE CONFERENCE
STEEL STAMPING COMPANY
MOONSHINE COCKTAILS
SLEEPING LODGES
BIODEGRADABLE NAIL POLISH VEGAN JAZZ BAR AUTOMOTIVE INVESTMENT MANAGER
TO MY MOM:
THANK YOU!