PROJECT / DESIGN PORTFOLIO
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DESIGNER Elena Van Der Westhuizen COURSE MA Portfolio TITLE Bare YEARS 2018/2019
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DESIGNER Elena Van Der Westhuizen COURSE MA Portfolio TITLE Bare YEARS 2018/2019
BARE “To show something that is usually covered.” Design is about creating something from nothing. It’s simple and powerful at the same time. There is no mystery to it: we expose ourselves to the world, showing who we are. We communicate in a straightforward manner, building a relationship with the viewer. My purpose is to solve problems in the best possible way in order to make this world a better place. This portfolio is a reflection of my work. I’m exposing and uncovering myself to show you who I am, how I think and how I design.
>> KEY WORDS Exposed Pure Generous
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Copyright Š 2019 by Elena Van Der Westhuizen All rights reserved. No part of this publication can be reproduced without permission of the publisher.
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À tous ceux qui ont été là pour me soutenir.
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Table of Contents
She’s My Inspiration
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Always Face North
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Life on A String
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Elegance & Success
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A Loving Connection
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In Full Bloom
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All For Sports
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>> CLASS Type Systems PROJECT Design Conference I N ST R U CTO R John Nettleton YEAR Fall 2018
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/ 07 OBJECTIVE Our goal was to create a complete type system based on an existing or hypothetical design conference. This project was a way to show our skills working with type and following a system that was reflective of the chosen conference. APPROACH I decided to do my conference based on the retreat for women in design called Within. The speakers at the conference are all women in the industry that want to share their knowledge and achievements to inspire other women. To best show the purpose of that conference I decided to show a woman’s profile as my main focus and cover her face with a circle to make her universal, so it would speak to all women. The Within logo is half solid and half translucent to push that concept of “within” and show what’s behind. The conference is about sharing your experiences in order to inspire, to show what’s within you.
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KEY WORDS
CLASS
Elegant
Type Systems
Bold
PROJECT
Inspiring
Design Conference
C O LO R S
I N ST R U CTO R John Nettleton YEAR Fall 2018
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PROJECT 1 / DESIGN CONFERENCE
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PROJECT 1 / DESIGN CONFERENCE
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PROJECT 1 / DESIGN CONFERENCE
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P R O JJEECCTT 24 3 / /OAUR NT T N DU OE A O X LR H IRPBE OIPSTO TI E R O RT NS
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>> CLASS Ideation For Campaign PROJECT Outdoor Posters I N ST R U CTO R Lance Anderson
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/ 07 OBJECTIVE The goal of this project was to create a three poster campaign for a brand of our choice, with the purpose of developing a certain look, tone of voice that would translate across each ads. APPROACH In order to strengthen The North Face as a brand that lets the average person feel like a world class explorer, I chose to showcase someone unknown as if they would be acclaimed athletes. I took inspiration from the typical Nike/Adidas style but I decided to twist it by featuring people who would normally see the ads rather than being in them. I wrote copy for each poster making it seem like these were the words that each people featured said, so that anyone could feel a connection with them.
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Connect
Ideation For Campaign
Drive Inspire
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PROJECT Outdoor Posters I N ST R U CTO R Lance Anderson YEAR Fall 2015
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“I PUSH MY LIMITS JUST TO BE ABLE TO FEEL A LITTLE MORE.” Chris Wright Climber
ALWAYS FACE NORTH
“I CAN ONLY HEAR MY BREATH AND MY STEPS TAKING ME FORWARD.” Cora Winston Runner
ALWAYS FACE NORTH
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PROJECT 2 / OUTDOOR POSTERS
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>> CLASS Type Composition PROJECT Art Exhibition I N ST R U CTO R Andrew Loesel YEAR Spring 2018
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PROJECT 3 / ART EXHIBITION
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Graceful
Type Composition
Fragile Movement
C O LO R S
PROJECT Art Exhibition I N ST R U CTO R Andrew Loesel YEAR Spring 2018
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PROJECT 3 / ART EXHIBITION
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PROJECT 3 / ART EXHIBITION
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REBECCA LOUISE LAW
Rebecca Louise Law makes this beautiful connection between mankind and nature. We are all affected by time; we bloom and slowly wither.
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151 Third Street, San Francisco, CA 94103
R.L Law and her one thousand flower garlands, suspended in time at the San Francisco Museum of Modern Art.
Tickets at: www.sfmoma.org/tickets/
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Elegance & Success >>
>> CLASS Type Systems PROJECT Annual Report I N ST R U CTO R John Nettleton YEAR Fall 2018
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PROJECT 4 / ANNUAL REPORT
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Dynamic
Type Systems
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PROJECT Annual Report I N ST R U CTO R John Nettleton YEAR Fall 2018
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PROJECT 4 / ANNUAL REPORT
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PROJECT 4 / ANNUAL REPORT
“ I don’t design clothes, I design dreams. ”
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>> CLASS Visual Thinking PROJECT Dating Service I N ST R U CTO R Sandra Isla
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PROJECT Dating Service I N ST R U CTO R Sandra Isla YEAR Fall 2018
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The one dating application that makes first connections real.
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Saved
Search… For You
Popular
Today
Your Events
This Week
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Name, Age Profession or Title
About
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. TICKETS
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tem por incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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People Attending
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In Full Bloom >>
>> CLASS Type Experiments PROJECT Movie Posters I N ST R U CTO R David Hake
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Colorful
Type Experiments
Experiment
PROJECT
Movement
Movie Posters
C O LO R S
I N ST R U CTO R David Hake YEAR Fall 2019
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PROJECT 6 / MOVIE POSTERS
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SALMA HAYEK
A Film by JULIE TAYMOR
ALFRED MOLINA
GEOFFREY RUSH
SALMA HAYEK
A Film by JULIE TAYMOR
ALFRED MOLINA
GEOFFREY RUSH
A Film by JULIE TAYMOR
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A Film by JULIE TAYMOR
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>> C O M PA N Y Decathlon PROJECTS Print, UI/UX YEAR 2018/2019
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/ 07 BAC KG RO U N D Decathlon is a French sporting goods company that was founded in 1976. Since then, they have opened more than 1,500 stores in 41 countries and continue to grow every year. Decathlon is all about creating the best possible products at the lowest price making sports accessible to all. OBJECTIVE Being a part of the Decathlon team was a huge honor for me since I grew up with the brand. I was able to surround myself with the two things I love which are sports and design. My role at Decathlon involved creating everything for print, flyers, gift card design, and brochures, to in-store signage. I also did UI/UX for the website and designed landing pages.
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C O M PA N Y
Passion
Decathlon
Accessible
PROJECTS
Sharing
Print, UI/UX
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ALL S FOR TS T R O P S R SPOR ALL FO
decathlon.com
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Merci!
T O M Y FA M I LY Maman Papa Michela Nicolรณ Matteo Maurina Blake MY FRIENDS Andreia Silvia Juanita Katie Edouard Alice Victor Josephine Julia Manuela Yop Klorysa Beste Freddie Suriya Romina M Y I N ST R U CTO R S Mary Scott John Nettleton Sandra Isla Hunter Wimmer David Hake
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C O N TA C T Elena Van Der Westhuizen ele.westhuizen@gmail.com vdwelena.com SCHOOL Academy of Art University School of Graphic Design & Digital Media 79 New Montgomery St San Francisco, CA 94105 I N ST R U CTO R Mary Scott Spring 2019, MA Portfolio PRINT & BINDING Blurb.com FONTS Basic Sans KazimirText Solitas Serif P H OTO G R A P H Y Unsplash.com SOFTWARE Adobe Creative Suite
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vdwelena.com