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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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She’s My Inspiration >>

>> 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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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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Always Face North >>

>> CLASS Ideation For Campaign PROJECT Outdoor Posters I N ST R U CTO R Lance Anderson

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YEAR Fall 2015

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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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Life on A String >>

>> CLASS Type Composition PROJECT Art Exhibition I N ST R U CTO R Andrew Loesel YEAR Spring 2018

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/ 07 OBJECTIVE For this project we had to brand an upcoming exhibition at an art gallery or museum of our choice.

We started by selecting an artist, and deciding which museum would likely hold an exhibition about that person. By creating harmony between image and typography to generate a mood that connects with the theme of the exhibition we then created a companion book and poster.

APPROACH After discovering Rebecca Louise Law and her art in a small gallery in San Francisco I immediately knew I wanted her to be my artist. I first had to create a poster to announce her exhibition at the SFMOMA. The challenge was to tie the poster to her work without revealing too much so it would create mystery and attract visitors. I then designed the book about Law’s life and journey as an artist.

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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/

LIFE ON A STRING

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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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APPROACH I chose to redesign the annual report for Ralph Lauren Corporation. To create an appealing and dynamic design, I decided to play with contrast and negative space. The images in my report, which are all from previous campaigns, are connected together forming one shape, leaving a space in between them. In order to design an annual report that connects with the brand, I chose an elegant yet classic color palette, which relates to what and who Ralph Lauren is.

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PROJECT 4 / ANNUAL REPORT

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Dynamic

Type Systems

Classic Refined C O LO R S

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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A Loving Connection >>

>> CLASS Visual Thinking PROJECT Dating Service I N ST R U CTO R Sandra Isla

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/ 07 OBJECTIVE This project was all about picking an issue or topic that we were interested in and that we could resolve using graphic design solutions.

APPROACH The topic I decided to approach was dating apps and how people were distancing themselves from reality. Nowadays we rely on dating apps as a method to meet someone, where that first connection is made through a screen instead of real life. I created a service for single people so that they could meet for the first time face to face. Users could choose to attend a selection of different events through the application, where they would meet a variety of people. This would allow them to choose the right person for a first date.

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PROJECT 5 / DATING SERVICE

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Real Loving C O LO R S

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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ELENA VAN DER WESTHUIZEN

Saved

Search… For You

Popular

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Your Events

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About

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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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APPROACH For my movie I chose the biopic of the famous Mexican painter Frida Kahlo. I wanted to convey her vibrant palette without using paint as a media. To do so I played with different colors of bath bombs and their interaction with water, which gave this interesting flowing movement. I cut out the Frida letters from pink bubble wrap to create texture. I also incorporated flowers in my design to really connect with the painter herself and her love for nature and blossoms.

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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

SALMA HAYEK ALFRED MOLINA GEOFFREY RUSH

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Sports For All >>

>> 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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KEY WORDS

C O M PA N Y

Passion

Decathlon

Accessible

PROJECTS

Sharing

Print, UI/UX

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PROJECT 7 / DECATHLON

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PROJECT 7 / DECATHLON

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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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