Introduction You are reading this because being a graphic designer seemed more interesting to me than being an HVAC technician. Before I started taking classes in graphic design at San Diego City College I was a chocolatier and personal chef with a focus on local, organic, and fair trade ingredients. I made things for people to eat, they loved them, I made them again. My professional life for the past several years has been filled with designing and creating culinary art that was not financially responsible. I am transitioning now from art that is consumed to designing consumer art. My favorite design solutions involve clever use of color and typography that make people smile, even in the face of death. I hope you enjoy exploring my designs as much as I enjoyed designing them.
Table of Contents
Frontera Brewers
1
Charity Navigator
9
Bike To Work
17
32 North
25
ĂŠtude
31
Q Cafe
39
Final Say
47
Golden Coast Mead
55
Fuel
63
Logos
69
71
The Shortlist
Frontera Brewers Overview
Strategy
The border region between San Diego and Tijuana has had
Directional arrows were used in the brand to emphasize
a negative history in the news and media. Positive aspects
the cross-cultural nature of the brewery. The arrows are
of both cultures along the border are often overshadowed
separated and set at various angles to impart energy and
by reports of gang violence and drug trafficking. Frontera
suggest differences between the two cultures in a positive
Brewers is a collaborative brewery between San Diego, CA
way. The label on the neck of the bottle was designed
and Tijuana, BC. located in Barrio Logan, CA. with a sister
to resemble a loosened necktie, reflective of the casual
location in Tijuana, BC. The brewery was the brainchild of
nature of the brand. An altered version of Franklin Gothic
two college friends who shared a passion for beer and a
was used to create the type for the logo. The limited
love of shared culture. The goal of opening a collaborative
stroke variation on this grotesque typeface lent itself well
brewery was to provide a place for both sides to come
to manipulation. In order to exemplify the playfulness of
together and celebrate the positive aspects of border life.
the brand, I extended the crossbars and terminals of the
The target audience is 21- to 50-year-old, educated beer
typeface and altered the scale of the letters. Clarendon,
drinkers who are unafraid of travel and enjoy exploring
with its strong vertical weight and slabbed serifs was used
cultures in a casual setting. Frontera needed label designs
as a secondary typeface to provide a grounding effect. The
for three beers that they bottle, environmental design to
highly saturated color palette, including magenta, orange,
welcome customers to their Barrio Logan location, and
and green, imparts a warm energy and reflects colors that
swag that exemplifies their positive and friendly attitude.
are popular in Mexican culture.
one nine
category | Branding
class | Logo & Packaging
art director | Min Choi
Creating Connection Novelty, meaning, and connectedness are three important factors to consider in advertising. While novelty and meaning center around information, connectedness involves the perspective of the audience. With over 100 breweries as of this printing, San Diego County is often referred to as the Craft Beer Capital of America. To appeal to consumers in a saturated market, the billboard ad for Frontera Brewers creates a feeling of connectedness and friendship. “Fun is brewing at the border” refers to both the collaborative process of brewing beer and also to the joy of the cross cultural lifestyle in general. The branded coasters include individuals and memes well known both north and south of the border and serve as an additional unification between cultures. “We are all West Coasters” is a double entendre referencing the coasters as physical objects and referring to the population north and south of the border that share coastline along the Pacific Ocean.
Frontera Brewers
4
Bottle design, brewery exterior
category | Branding
class | Logo & Packaging
art director | Min Choi
Frontera Brewers
6
Billboard ad, branded clothing, branded coasters
category | Branding
class | Logo & Packaging
art director | Min Choi
Frontera Brewers
8
Charity Navigator Overview
Strategy
Each year in America, several million dollars of charitable
Wire frames were essential to organize large amounts
donations are collected by fraudulent charities. Charity
of information and to provide a clear navigational
Navigator is a non-profit organization that helps individuals
path to each charity. I created the slogan “On a
identify charities they can trust. The goal of this organization
journey to make change? Let us be your guide.�
is to provide information that advances transparency
to tie the name of the organization to it’s mission.
and empowers users to make better decisions while
Full screen color imagery was used in the design
encouraging charitable giving. Charities are rated on
in order to create an engaging user experience.
their financial health as well as their accountability and
To maintain a strong connection with the Charity
transparency. Charity Navigator is a valuable resource
Navigator logo, circles were used extensively in the
for 25- to 60-year-olds looking to support a charity.
designs in addition to abstract navigation elements
However, in providing ratings to over 8500 charities, the
of topographic maps and compasses. Baskerville,
information-heavy website can be difficult to navigate. This
a transitional serif typeface visually associated with
project involved redesigning their existing website to more
feelings of trust, was used to set headings. The
effectively guide users through the process of selecting a
modern and geometric sans serif, Proxima Nova, was
charity on a desktop computer as well as mobile devices.
paired with Baskerville and used for sub-headings and body copy. Green, blue, and orange were incorporated from the existing website, the latter used for call to action items.
two nine
category | Interactive
class | Web Design
art director | Paul Drohan
wire frames | Margaret Padilla
Big Night Movie Website
2
Wire frames
category | Interactive
class | Web Design
art director | Paul Drohan
wire frames | Margaret Padilla
Charity Navigator
12
Web design
category | Interactive
class | Web Design
art director | Paul Drohan
wire frames | Margaret Padilla
Charity Navigator
14
category | Interactive
class | Web Design
art director | Paul Drohan
wire frames | Margaret Padilla
Charity Navigator
16
Bike to Work Day Overview
Strategy
This guerrilla campaign was created to promote
To reflect the visual motifs of psychedelic art, I developed
San Francisco’s Bike to Work Day. The San Francisco
a series of bike gear icons warped to form mind-bending
Bicycle Coalition is one of the oldest bicycle advocacy
patterned backgrounds. Haulnhouse, Victor Moscoso and
organizations in the country, founded by activists
HWT Arabesque were used for a series of headlines that
representing a coalition of environmental and
accelerated the counter-culture theme. I developed the
neighborhood groups. The coalition has been dominated
headlines ‘Escape the Jam’, ‘Don’t be Fueled’ and ‘Pedal to
by a grassroots volunteer ethic ever since its creation,
the Metal’ to play off the free spirited, revolutionary idea
organizing highly successful events such as San Francisco’s
of ditching your car to take a spin to work. To contrast the
Bike to Work Day. To celebrate the 22nd anniversary of
kaleidoscopic hues and hallucinogenic fonts I used Center
this event, graphics from the psychedelic movement were
for the campaign logo. This technical sans serif has a soft
employed for their historical tie to the Haight-Ashbury
touch and is based on a rounded rectangle, with geometry
neighborhood and the culture of San Francisco. The goal of
subtly refined for smoother reading. I applied these motifs
this effort is to inspire individuals to ride their bikes to work
to guerrilla posters wheat pasted to existing construction
on May 16th, Bike To Work Day. The guerrilla nature of the
barricades, as well as a limited number of murals applied
campaign is directed at people who might normally take
to buildings of businesses who supported this cause.
their cars, 18- to 33-year-old college students and business
Stickers were passed out to motorists by bicycle riders
professionals who embrace a culture of liberal activism.
dressed in 60s inspired clothing, a friendly reminder to leave the car keys at home and bike to work.
three nine
category | Advertising
class | Page Layout
art director | Sean Bacon
Multiple Exposures Guerrilla marketing campaigns typically focus on low-cost, unconventional techniques to promote a product, cause, or, in this case, an event. These campaigns are usually executed in a public space in order to attract attention. Care must be taken to avoid over exposure, which can lead to visual fatigue and an uninterested audience. Studies have shown that exposure campaigns are most effective within ten to twenty presentations. This campaign focused on placing stickers and posters where drivers would encounter them for two weeks prior to Bike to Work Day. To more effectively engage the audience, cyclists passed out stickers for three consecutive days before the event.
Bike To Work Day
20
Cyclist passing out stickers for guerrilla campaign, stickers on parking machine and stop light, event posters
category | Advertising
class | Page Layout
art director | Sean Bacon
Bike To Work Day
22
Event posters
category | Advertising
class | Page Layout
art director | Sean Bacon
Bike To Work Day
24
32 North Overview
Strategy
San Diego, CA, located just north of 32 degrees latitude, has
To appeal to a young professional audience interested in
a Mediterranean climate that provides ample opportunities
outdoor activities, 32 North relies heavily on photography.
for outdoor adventure. 32 North San Diego is a magazine
The cover features full bleed imagery of the region and
devoted to young professionals, aged 22 to 35, single or
the unique masthead is typographic driven and centered
married but without children, living and working in the city.
in the space. An eye-catching splash page is followed up
The target market works in the city during the week and
with a detailed article filled with information about how and
enjoys outdoor activities on the weekend. This population
where to explore new activities. Mercury, a space efficient
feels just as at ease dressing up and heading downtown for
and large typeface family, was used for body copy to
a drink with friends after work as they do heading out on a
accommodate longer articles. To set pull quotes apart from
Saturday morning to kayak in La Jolla Cove with seals. While
body copy, the slab serif Clarendon was used. To offset
they enjoy local nightlife, they are less interested in being
the slab serif typefaces, Helvetica, and Akzidenz Grotesque
seen and more interested in having fun with friends. The
were used for titles and to highlight important pieces of
approach that 32 North takes to appeal to this demographic
information within articles and quick reads. Bus shelters
is to offer the best of both worlds, encouraging its readers
advertise the publication throughout the county of San
to get outside and enjoy all that San Diego has to offer.
Diego staying true to the full bleed photos and large scale typographic play that utilizes numbers and letters as graphic shapes.
four nine
category | Editorial
class | Page Layout
art director | Sean Bacon
Final 32 North Say
2
Magazine feature article and covers
category | Editorial
class | Page Layout
art director | Sean Bacon
32 North
28
Magazine quick read articles, table of contents, and bus shelter ad
category | Editorial
class | Page Layout
art director | Sean Bacon
32 North
30
étude Overview
Strategy
Swiss born perfumer Thierry Wasser, known for his
To strengthen the connection between the name of the
successful collaborations with Christian Dior, Diesel,
perfume and the brand, a typeface was created based
Lancôme, and Guerlain, has just released his latest
on music notation. The sans serif typeface is subtle in its
creation for export to the US market. The perfume is an
connection to musical notes, with pitched counters and
animalic chypre with hints of vanilla and white peach.
tapered ascenders and descenders. The lower case ‘o’ is
Packaged in a crystal bottle with sharp lines, the visual
the most revealing element within the typeface, modeled
statement is one of strength and control. This bold
after a musical whole note. Advertising headlines were
fragrance needed a name, logo and advertising campaign
crafted to reflect the musical theme. Photography for the
to appeal to upper-middle income, independent American
campaign referenced the 1920s woman of means, using
women aged 35 to 50. I chose the name étude in reference
warm colors and confident imagery. A print ad was created
to a musical composition. Perfumers often use musical
as a static form of advertising while a Facebook page
terms to describe their creations. A combination of
allows étude to tell their story to a wider audience.
ingredients is called a composition and is further described by various “notes”.
five nine
category | Advertising
class | Portfolio Building
art director | Sean Bacon
Promised Land One important aspect in advertising is to appeal to the audience using rich metaphor and description. Hyperbole and extravagance can create a relationship between the brand and an individual’s personal fantasies. Perfume is an extreme indulgence associated with class and wealth. In étude, I created a brand that has a close but subtle connection with classical music. The word étude is defined as a musical composition designed to demonstrate a particular skill. The headline “Rhapsody in you” is a play on the title of George Gershwin’s “Rhapsody In Blue”. The second headline, “Compose yourself”, is paired with an image of powerful femininity. Combined with a logo inspired by music notes, the brand and associated advertising speak to a sophisticated audience.
ĂŠtude
34
ĂŠtude
2 36
Magazine ad and Facebook page
category | Advertising
class | Portfolio Building
art director | Sean Bacon
ĂŠtude
38
Q Cafe Overview
Strategy
In December of 2014, San Diego City College unveiled a
The existing logo, a ‘Q’ composed of four lines and
new building for departments in the Arts and Humanities.
three colors, is a play on the word ‘cube’ and reflects the
Designed by Roesling Nakamura Terada Architects, the
energy of the community and the cyclical nature of the
new state-of-the-art facility is home to faculty, staff and
educational system. To advertise the space to groups
students of several diverse departments. The building
within the Arts and Humanities building, a post card
includes an enclosed space on the second floor designed
was designed to encourage interested parties to reserve
as a gathering place for students. With bench seating
the space for their next event. An event advertisement
along the perimeter and an open center area flooded with
template was created to simplify and standardize the
natural light, the space, commonly known as “The Cube”,
creation of flyers. Groups that schedule events at Q Cafe
is welcoming but not well utilized. The goal of this project
can submit a photograph and description of their event
is to encourage groups within the building to use the
to the Graphic Design Department to be used in the
space for organized events, thus creating a greater sense
flyer template. Flyers would then be printed and posted
of community. To draw students, faculty, and staff into the
throughout the AH building to advertise upcoming events
space, a coffee cart was proposed along with advertising
happening at Q Cafe.
for various scheduled group activities, all designed and managed by City College Graphic Design.
six nine
category | Advertising
class | Portfolio Building
art director | Sean Bacon
Design Constraints Every day hundreds of people walk through the Arts & Humanities building at San Diego City College. As they go about their busy schedules, individuals are exposed to advertising from multiple sources for various events. Campus rules allow flyers to be posted only in designated areas and the high concentration leads to flyers often being overlooked. The goals of this project were to create advertising that could be duplicated on-campus quickly and cheaply. On-campus printing necessitates a no bleed design and letter sized paper. Hierarchy within the template ensures that passers by could, at a glance, recognize the venue and important information about upcoming events. Applying advertising to screen savers in the student computer lab was a cost effective way to reach students outside of the standard method of flyer advertising.
AwakeQat Cafe City
2 42
Advertisements for space availability and events
category | Advertising
class | Portfolio Building
art director | Sean Bacon
Q Cafe
44
Event advertising on student computer lab screen saver, branded cups, pastry bag, and napkins
category | Advertising
class | Portfolio Building
art director | Sean Bacon
Q Cafe
46
7
Final Say Overview
Strategy
Death is a difficult topic to discuss in America. Although
The website and associated advertising take a
we will all die, most individuals are uncomfortable when
conversational approach to death. Visitors to the
asked to consider what steps they would like to have
website are guided through the steps to create their own
taken when they are no longer able to make decisions
advance directive and encouraged to have conversations
for themselves. When the time comes to make these
with loved ones and their medical professional early and
wishes known, Final Say gives a voice to those who
often. A cool-warm split complementary color scheme
cannot speak for themselves. This non-profit organization
creates contrast without the strong visual tension that is
allows individuals to fill out forms on-line or in paper
associated with complementary colors. I emphasized the
to document what kind of end-of-life care they would
colors blue and green, with red-orange used sparingly
like to receive. The target audience of 40 to 55-year-old
as an accent. Blue is a color that, in the United States, is
men and women have typically experienced the death
associated with feelings of trust, communication, wisdom,
or declining health of a loved one. In addition to forms
and self-expression. Green evokes feelings of self-reliance,
detailing their decisions, users will receive a wallet-sized
tact, and emotional balance. To develop branded items
card with designated contact information for the attending
I utilized Museo Slab, a modern typeface ideal for it’s
physician and a chosen individual who will speak on
legibility and even line weight that also complements
your behalf when necessary.
the conversational nature.
seven nine
category | Interactive
class | Logo & Packaging
art director | Min Choi
copy director | Eric Mayse
voice talent | Brent Hannify
Behavioral Propensity An individual’s behavior can be predicted by two factors - their motivation, and whether or not they have the skills or capacity to complete the behavior. In general, the motivation to discuss and make decisions regarding one’s own death is low and documenting end-oflife decisions is not an easy task. In order to increase motivation, a radio ad was created for this project that references family, asking the listener to become involved. The ad evokes a sense of ownership and control by encouraging listeners to make life decisions now before they are no longer able to. In order to increase ease of action, complexity was eliminated by steering the audience to a website with forms that can be filled out on-line. Complex questions were simplified by using progressive disclosure and incorporating an animated character to guide the user through the process with a conversational tone.
Final Say
50
Website design: homepage, healthcare agent form, medical care form
category | Interactive
class | Logo & Packaging
art director | Min Choi
copy director | Eric Mayse
voice talent | Brent Hannify
Final Say
52
38 Second Ad Background music: Gentle guitars strumming in a major key. Soft drum beat. Male voice actor:
Mom always said to wear clean underwear in case you got into a car accident. What she really meant was there are some things that are simply, out of your control. Fortunately, with Final Say, you can make the decisions now, that will help your loved ones speak on your behalf later. Final Say is a non-profit organization that helps you get your affairs in order while you’re still able to speak for yourself. From deciding on who will manage your affairs, to pre-planning funeral arrangements. By making these decisions now, your loved ones won’t be in the dark even when you are. Click here to get started. Your underwear can wait.
category | Interactive
class | Logo & Packaging
art director | Min Choi
copy director | Eric Mayse
voice talent | Brent Hannify
Advance directive card, folder for forms, Pandora radio ad Final Say
54
Golden Coast Mead Overview
Strategy
Quite possibly the oldest form of alcohol, mead is a
The goal of this campaign is to emphasize how important
fermented beverage made from honey and water. It was
bees are and how we, as a society, take them for granted. I
consumed in ancient times by Ethiopian Kings, Aristotle,
used a set of dramatic headlines to draw attention to
Arjuna, Shakespeare, and was written about in Beowulf.
the problem, then a small amount of text to further
Currently, Golden Coast Mead is the only meadery
define the situation. I placed a call to action at the end of
operating in San Diego and their award winning mead is
each ad to let the viewer know where to find additional
exceptional. Golden Coast Mead supports local research
information. Imagery was selected to dramatize a world
being conducted to secure the health of the honeybees.
without bees. To connect the old with the new, Caslon
The meadery sponsors an advertising campaign in the state
was used for body copy and Fira Sans was used for
of California to help spread the word about the plight of the
headline and tagline copy. Ads were placed in locations
honeybee. The target population is adults aged 21 to 50
where they would be immediately associated with the
who already drink craft beer and good wine. Their
affected product. In addition to print advertising, a social
intent is to remind people that bees and honey are an
media campaign was also launched via animated GIFs on
integral part of our society, and without them life would
the Golden Coast Mead Instagram account.
be very different.
eight nine
category | Advertising
class | Portfolio Building
art director | Candice L贸pez
Fear Appeals The use of fear appeals in advertising is typically seen in social marketing campaigns. To craft an effective campaign using this approach, it is important to follow the negative news with a call-to-action, thus allowing the viewer an avenue to initiate positive change. Ads were placed strategically to raise awareness of the problem and to emphasize that it is multifaceted. Shocking headlines and repeated phrases were used to gain attention. In addition to a call to action on the posters, animated GIFs use color images which slowly reveal the problem and ask users to visit the website to learn more. #WhatsTheBuzz and #NeedBee are memorable hashtags that were created for Golden Coast Mead to utilize as they continue to tell their story.
Golden Coast Mead
58
Frames of Instagram animated GIF
category | Advertising
class | Portfolio Building
art director | Candice L贸pez
Golden Coast Mead
60
In-store advertising
category | Advertising
class | Portfolio Building
art director | Candice L贸pez
Golden Coast Mead
62
Fuel Overview
Strategy
Los Angeles is a bustling city known for its ties to the
The aesthetic of the gym is testosterone laden but also very
American film industry and body conscious population.
clean and controlled. Red was used in a monochromatic
Fuel is a gym located in Hollywood for men aged 18 to 35.
color scheme to reflect the singular goal of power and
Fuel focuses on men who get paid to work out, whether
determination in the target market. To emphasize the
as a personal trainer for the rich and famous or an actor
individual client, achromatic environmental imagery was
preparing for the lead role in an action film. The target
paired with confident, muscled men featured in color.
audience is looking for a no-frills environment so that
The logo was created using an abstract molecule paired
they can focus on building muscle with no distractions.
with a modern sans serif typeface from House Industries,
To cater to a self-disciplined clientele, Fuel also provides
HOUSE3009 Spaceage Black Alpha. The use of the
a meal service tailored to an individual’s workout regimen.
molecule references the building blocks of protein that
The gym wanted a website that would exemplify their
constitute life itself. To complement the type used in the
hard-core attitude so newcomers would know exactly
logo, Slab Antique by Hamilton Wood Type Foundry, an
what to expect when they walk through the door. They
extra bold slab serif wood type with squared off slab serifs,
also needed packaging for their meal takeout service and
was used as a secondary typeface. To reflect the overall
a small selection of merchandise.
aesthetic, a minimalistic approach was taken when designing merchandise and packaging.
nine nine
category | Branding
class | Page Layout
art director | Sean Bacon
Web design
category | Branding
class | Page Layout
art director | Sean Bacon
Fuel
66
Gym exterior, tank top, water bottle, meal take-out packaging
category | Branding
class | Page Layout
art director | Sean Bacon
Fuel
68
San Diego Bike To Work Day / Hollywood Gym / End of Life Kit
Busine
ss Services
San Di ego City College
Cohn Restaurant / Collaboration Brewery / Organic Cotton Clothing Company / Music Venue in Mexico / SDCC Internal Department Logo / Outdoor Magazine / Three play logos for La Jolla Playhouse
Logos
70
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Thanks! Candice and Sean, thank you for far surpassing all of my expectations in terms of what a two-year course of study in graphic design could be. You two have created and fostered an extended family of designers and I am truly honored to have been able to take part in your program. Thank you Andrea, MaeLin, Amy, Min, and Paul for teaching. It was great to have such diverse input from such a knowledgable group. Thank you to Dave Conover and AIGA for being so supportive of students. The design world outside of the classroom seems less scary because of you. My family is truly the best. Thank you for your endless support and love. I can’t wait to start Family Breakfast back up! To Book Club, Beer Club, and Art Group: I’ve missed you guys and am looking forward to getting back to reading, designing and creating with you again. Fellow students! It has been a blast. I am fortunate to have been a part of such a supportive group. Margaret, thanks for pushing my designs even further than P. Diddy.
printer
North Shores Printery
paper
Bright White 80# Finch Opaque Cover
binder
International Coil Bindery
fonts
Museo Slab Museo Sans Cond
copyright Š2016 Diolinda Monteiro All rights reserved. No portion of this book may be used or reproduced in any manner without the written permission of Diolinda Monteiro.