→ Ten problems,
and ten solutions. Design is about solving problems. Inside you’ll see ten projects that each had a specific problem to solve. Please let me know how well I did. — Esther Elvira, BFA Academy of Art University School of Graphic Design & Digital Media 2019–2023
→ Ten problems,
and ten solutions. Design is about solving problems. Inside you’ll see ten projects that each had a specific problem to solve. Please let me know how well I did. — Esther Elvira, BFA Academy of Art University School of Graphic Design & Digital Media 2019–2023
Copyright © 2023 Esther Elvira All rights reserved. No part of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means of electronic, mechanical, photocopying, recording or otherwise without permission from copyright holder.
Esther Elvira eelvira.design@gmail.com www.estherelvira.design
→ Dedicated
to my family: Dad, Mom, and Koko. This portfolio belongs to you as much as it is to me. Thank you for your endless love and support.
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→ Table of
Contents
01
Fridgemate
06 – 37
User Experience & Interface, User Research
02
Pedaly
38 – 51
Startup Identity, Visual System, Brand Guidelines
03
Adobe CSR
52 – 75
Corporate Identity, Visual System
04
Allbirds Wander
76 – 95
Packaging, Illustration
05
Sound Spectacle
96 – 115
Visual System, Motion Graphics
06
Guerra
116 – 129
Packaging, Brand Identity
07
The Exhibition: Gravity
130 – 141
Visual System, Environmental
08
Above 200MPH
142 – 163
Typography, Editorial
09
Talk Magazine
164 – 173
Typography, Editorial
10
Colourway
174 – 185
Sustainable Packaging 04 / 05
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Keywords
Graphic Design 3
Intuitive
Project Fridgemate
Personalized
→ Problem:
Instructor Phil Hamlett Category User Experience & Interface,
Objective
Food waste is a major global problem with far-reaching environmental, health and financial effects. In the United States, food waste is known to be the single most common material landfilled and incinerated. The average American family of four alone throws out $1500 in wasted food per year
T E N P R O B L E M S & S O L U T I O N S
User Research
BFA PORTFOLIO
Wasting food because you missed the expiry date.
Innovative
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Course
and when accounted annually sums up to a great value of $161 billion.
Solution
Fridgemate is a fresh food app tracker that monitors fridge items in order to reduce waste and encourage individuals to live a healthier lifestyle through suggested hearty recipes. By providing options on recipes through existing ingredients, or the randomization option that generates a decision, users are capable of getting more autonomy and efficiency out of their busy kitchen habits. Users are also guided with budget collaboration that simplify the grocery trip planning and hassle. At the end of each month, users will be able to track their progress in improving key areas such as food waste, meals cooked, and money saved. 06 / 07
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Design Persona
Three personas have been developed representative of the type of users using the fridge app. The design personas have distinct goals and frustrations which are important considerations that will guide the building of features and sections of the app .
Anna Burke, 34 About P R O J E C T F R I D G E M A T E
Housewife with two kids living in an urban setting in the city of San Francisco. Works a corporate financial analyst job during the day but prepares meals regularly for the family twice a day in the morning and night. Anna does yoga, and workouts at home. Excellent at cooking and baking.
Goals
Planned
Spontaneous
• Spontaneously grocery shop after work • To cook more hearty meals at home
Frustrations
Economical
Costly
Unoccupied
Busy
• Busy life style by working a full-time job, and taking care of her children • Purchasing in bulk leaves food unused, or spoiled easily • Crowded fridge with grocery items snuck under one another
Health-Ignorant
Health Conscious
Brands She Loves • Whole Foods • Bi-Rite
Cautious
Adventurous
E S T H E R E LV I R A BFA PORTFOLIO
Ben Shaip, 27 About Software engineer who lives alone in downtown. Ben enjoys going to coffee shops to work on his personal projects and meets friends during the weekend. Has a great love and interest for the outdoors, especially hiking, and snowboarding. Often walks or bikes to the
TEN PROBLEMS & SOLUTIONS
Seattle in a one bedroom apartment
park in free time.
Goals
Planned
Spontaneous
• Living a healthier lifestyle away from fast food, and processed foods • Use new and varied recipes
Economical
Costly
Unoccupied
Busy
Frustrations • Cooking the same boring meal over again • Hectic work schedule with long hours at work
Brands He Loves • Instacart
Health-Ignorant
Health-Conscious
• Trader Joe’s
Cautious
Adventurous
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E S T H E R E LV I R A BFA PORTFOLIO
Nina Burj, 21 About Animation college student living Works part time as a visual merchandiser in a fashion retail store. Spends most of her time drawing and painting inside the house. Loves to travel with family and goes out with her dog to the beach weekly.
Goals
Planned
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with two roommates in San Diego.
Spontaneous
• Limit eating out spending • To save more, and be price conscious about grocery spending habits
Economical
Costly
Unoccupied
Busy
Frustrations • Sharing kitchen with roommates require extra effort to meal plan, and find time to use kitchen space
Brands She Loves
Health-Ignorant
Health-Conscious
• Walmart • Costco Cautious
Adventurous
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User Journey
Each design persona: Anna, Ben and Nina has a set of unique needs that the app identifies as opportunities to better assist them on their journey and completing it with a sense of confidence and success. Below is a breakdown of how each of their journeys is differentiated from one another.
Anna’s ‘Spontaneous’ Journey Scenario P R O J E C T F R I D G E M A T E
Anna walks to the grocery store after work to shop for ingredients needed to cook dinner.
Phase 1
Phase 2
User walks to the nearest grocery shop
User arrives home with goods.
after work.
Doing
Doing
User checks phone to view fridge
User stores new grocery items, but
products that are in and out of stock.
finds herself clearing out many unused products which have expired.
I will just buy whatever I see in the store for dinner.
I’m pretty happy with my purchases.
Oh no, I have so many unused food to throw out!
Opportunities
Opportunities
App allows user to view items
App recommends recipes for near
while away from fridge by providing
expiry date products.
item details.
E S T H E R E LV I R A
The app takes into account their individual needs and circumstance rendered through the user journey map which informs in greater detail of how the journey starts, ends, or what types of emotion are felt in each touchpoint.
BFA PORTFOLIO
User Goals
34 years old
• Spontaneously grocery shop after work
Financial Analyst
• Reduce food waste by using over populated fridge ingredients
Housewife with two kids
• Receive information about in and out of stock grocery items
Spontaneous shopper
• Monitor food expiry
Busy lifestyle Bulk grocery purchases
Phase 3
Phase 4
User decides what to cook for dinner
User is faced with several options in
based on existing ingredients.
order to begin cooking.
Doing
Doing
User checks the app to see what items
User selects desired recipe with
are available for cooking.
time constraints.
App inquires how much time she has
App notifies and updates user that
to cook.
items have been taken out from the
App recommends recipes according to
fridge for cooking.
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Anna Burke
selected preference. Oh, that’s neat. I can now use whatever is available.
This time adjustment feature is fantastic!
Opportunities
Opportunities
App closely matches recipes with time
App helps reduce food waste by
availability user provide.
regularly updating food items.
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Ben’s ‘Online’ Journey Scenario P R O J E C T F R I D G E M A T E
Ben works from home and is trying to eat healthier by cooking nutritious meals at home despite his demanding work schedule.
Phase 1
Phase 2
User orders grocery items from an
Dasher drops off grocery items at
online delivery app.
user’s house.
Doing
Doing
User checks phone to view fridge
User unpacks the box package and
products that are in and out of stock.
stores food in the fridge.
Yay, I’m buying groceries today without leaving the house!
User scans product items to the app.
Why does arranging feel so timeconsuming!
Opportunities
Opportunities
App allows user to view items at home
Scanning features prevent users from
without having to go to the fridge, and
having to individually input product
checking individual item’s expiry.
names to the system.
E S T H E R E LV I R A BFA PORTFOLIO
User Goals
27 years old
• Live healthier by consuming more vegetables and fruits
Software Engineer
• Cut fast food and processed food purchases from daily intake
Single, without kids
• Use new and more varied recipes
Online shopper
• Expand his knowledge about food, and cooking
Busy lifestyle Fast, unhealthy processed food
Phase 3
Phase 4
User decides what to cook for lunch.
User is faced with several options in
TEN PROBLEMS & SOLUTIONS
Ben Shaip
order to begin cooking.
Doing
Doing
Based on new items delivered, user
User selects desired recipe with
search for healthy recipes.
time constraints.
User fills out his meal category
User saves the recipe to collection.
and preferences.
I feel good about eating healthy, and cooking it too.
I’m committed to changing my lifestyle...
Opportunities
Opportunities
App helps make quicker, more informed
User can look at saved recipes
meal decisions.
collection as reference for future use.
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Nina’s ‘Traditional’ Journey Scenario P R O J E C T F R I D G E M A T E
Nina lives with three roommates, and needs money saved up to pay for her college tuition. Cooking at home is her best option.
Phase 1
Phase 2
User drives to shop for weekly
User arrives home with goods.
grocery purchase.
Doing
Doing
User writes a grocery list, and makes a
User stores and arranges new grocery
trip to the grocery shop.
items into the fridge.
Argh, time to see what item I need to finish.
I need to stick to this list! No more impulse buying.
Opportunities
Opportunities
App allows user to view their fridge
App recommends recipes for near
items anywhere in case there is
expiry date products.
something they forget to buy.
E S T H E R E LV I R A BFA PORTFOLIO
User Goals
21 years old
• Limit spending for eating out
Animation student
• To not overspend grocery budget
Works part-time in retail
• Save money by cooking at home and meal prepping
Single, without kids
• Being price conscious about buying the best value
Lives with three roomates
and deal available
Overspender
Phase 3
Phase 4
User decides what to cook for dinner
User plans next grocery trip with
based on existing ingredients.
a friend.
Doing
Doing
User checks the app to see what items
User sets a limit amount for one-time
are available for cooking.
grocery spending.
App recommends recipes according to
User shares budget with a friend.
TEN PROBLEMS & SOLUTIONS
Nina Burj
the preferred choice of meal type.
Here’s to saving, while also eating good daily! I don’t know what I should cook today.
Opportunities
Opportunities
App offers meal plan ideas.
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Keywords
Strategies for
Familial
Branding
Safe
Project
→ Problem:
Pedaly Instructor Thomas McNulty Category Startup Identity,
Brand Guidelines
Objective
Bike share services are well established in metropolitan cities. However, these services only provide for adult bicycles. To be more inclusive of families with children, Pedaly app offers bike for people in different age ranges resulting into the development of mini and medium bikes for younger and
T E N P R O B L E M S & S O L U T I O N S
Visual System,
BFA PORTFOLIO
To create a rental app for family bike riders.
Inviting
E S T H E R E LV I R A
Course
older children, as well as family pedal and electric bikes to be ridden together for parent and child on any occasion.
Solution
Whether riding alone, with family, or under parental assistance, Pedaly makes the biking experience safe, memorable, and delightful. The word Pedaly is derived from combining the word ‘pedal’ and ‘daily’. The letterforms in the logo resemble rounded wheels of a bike that was thoughtfully constructed through a customized geometric sans serif type, previously sketched and then brought to digital life, in order to reveal the brand’s familial and inviting approach.
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Keywords
Visual System 2
Ardent
Project Adobe CSR
Prudent Meaningful
Instructor
Category Corporate Identity, Visual System
Adobe is a leader in digital media and marketing solutions. Their creative, marketing and document solutions empower everyone — from emerging artists to global brands — to bring digital creations to life and deliver immersive, compelling
T E N P R O B L E M S & S O L U T I O N S
Objective
To manifest Adobe’s core brand values through CSR.
BFA PORTFOLIO
Hunter Wimmer
→ Problem:
E S T H E R E LV I R A
Course
experiences. The goal of a Corporate Social Responsibility (CSR) project is to manifest Adobe’s core brand values and visibly communicate them through initiatives that align with the brand’s values, ambitions, and current representation.
Solution
In order to portray Adobe’s brand in an authentic and genuine light, the campaign tagline uses the statement: ‘Create Great Experiences. Create a Greater World’, which is a direct nod to Adobe’s mission. The convergence of geometric shapes convey the idea of using graphic elements as building foundations to represent the endless act of creating. The color palette is built upon Adobe’s main red logo color that provides transparency and deep insights into how the company’s effort has been incredibly exerted to improve society and the environment.
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Tamika Lakin The Freelance Designer
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Design Persona
Age
42
Occupation
Design Studio Owner
Location
Oakland, California
Marital Status
Married, Lives with spouse, Has two children
Creativity Tamika is an avid reader. She reads many history and philosophy books because she enjoys uncovering new ideas and values continuous learning. She often buys lego for her two kids to build because she believes training their creative time early in childhood and wants to imbue the same creative inspiration she had growing up.
Sustainability In her backyard, she grows some herbs and vegetables because she believes in eating rich, nutritious food grown that is naturally grown and freshly hand-picked. Tamika has a closet with very minimal amount of clothes because she is thoughtful in her purchase and tends to purchase on necessary items she knows has a benefit long term and intends to use them on a daily basis.
Community She dedicates some of her time to volunteer on projects that help non-profits because she believes that giving back to the community is important and that is how society can truly and continuously thrive. Tamika has a dog she adopted from a local animal shelter that she fosters and cares for daily because she loves to play with dogs.
E S T H E R E LV I R A
Balhaar Chakradev
35
Occupation
Electrical Engineer
Location
New York, New York
Marital Status
Married, Lives with partner
TEN PROBLEMS & SOLUTIONS
Age
BFA PORTFOLIO
The Tinkerer
Creativity Every couple of months, Balhaar will remodel his car by adding new features because he believes in upgrading his car to suit his changing wants. Balhaar occasionally builds new keyboards and PC parts because he likes to use his hands to be creative.
Sustainability Balhaar chooses to use the bus as his mode of transportation to work because he believes this will be better for the environment even though he owns a car. He always makes an effort to recycle glass, paper, and plastic because he was taught at a young age to take good care of his environment.
Community Balhaar helps teach mathematics for a non-profit organization that supports student education because he has a passion for teaching and helping others makes him feel fulfilled. He volunteers to organize city park events during public holidays because he likes to coordinate plans and meet new people.
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Javier Mauro
P R O J E C T A D O B E C S R
The Sneaker Head Age
29
Occupation
Model
Location
Los Angeles, California
Marital Status
Single, Lives with roomate
Creativity Javier uses social media to post pictures and videos of himself because he believes it is imperative to show his best self on the platform as a way of expressing his true self. As a sneakerhead, Javier is always on a search for the most sought-after shoe brand and design because he desires to build an amazing shoe collection for his passion.
Sustainability Javier tends to bring his reusable tote bag every time he goes outside to run errands because he does not want to pollute the environment with more plastic bags. Javier has an electric car because he wants to be involved in preserving earth’s precious resources by using a more sustainable option.
Community He participates in food banks to serve people who are in need of grocery items because he wants to make a difference in people’s lives in any impactful way possible. Javier engages with his local community’s soccer team because he respects and appreciates their companionship.
E S T H E R E LV I R A
Ji Yoon
22
Occupation
Psychology Student
Location
Chicago, Illinois
Marital Status
In a relationship, Lives with boyfriend
TEN PROBLEMS & SOLUTIONS
Age
BFA PORTFOLIO
The Cinephile
Creativity Ji Yoon loves watching action and comedy movies because she finds the characters and plot very fascinating and entertaining. She loves to do pottery in her spare time because the activity helps her develop her sense of creativity through form and shape.
Sustainability Ji Yoon loves to keep various green plants in her apartment because she likes how it appears in the apartment and in return also brings her a lot of joy. She brings her own water bottle and straws to minimize plastic use because she does not want to pollute the environment with more waste.
Community She volunteers in helping local museums in the area of disability service because she wants to help others get the same opportunity and happy emotion from looking at art. She works to assist individuals with disabilities by giving them a smooth sailing and undisruptive tour around the museum rooms. Ji Yoon works part-time in a psychology center that supports patients with mental health because she believes everyone deserve to get the right mental health treatment in order to live a content and desirable life. 56 / 57
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Keywords
Packaging 3
Natural
Project Allbirds Wander
Outdoor Adventure
Instructor
Category Packaging, Illustration
Allbirds is a sustainable footwear company founded by ex-New Zealand soccer player, Tim Brown, and Joey Zwillinger. The company specializes on creating shoes that are comfortable with simple design, using sustainable materials made from
T E N P R O B L E M S & S O L U T I O N S
Objective
To develop a new line of skincare for Allbirds.
BFA PORTFOLIO
Thomas McNulty
→ Problem:
E S T H E R E LV I R A
Course
nature. This project introduces a skincare sub brand called Allbirds Wander for urban residents, both men and women whose passion and desire are in travel, sports, and physical exercise who take pride in caring for their personal wellbeing.
Solution
In order to align with the parent brand, Allbirds Wander reflects the visual landscape and style of Allbirds to produce a cohesive and outstanding brand image. Because the brand values simplicity and sustainability, it was important to capture this essence into the imagery and design. From retail stores to packaging shoe boxes, Allbirds have their current imagery showing line drawn illustrations. Naturally, it was imperative to follow on this; utilizing nature-inspired elements in the brand language to make the system be distinct and uniquely ‘Allbirds’.
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Keywords
Graphic Design 2
Vibrant
Project Sound Spectacle
→ Problem:
Bold
Instructor David Hake Category Visual System, Motion Graphics
In the summer, local San Francisco solo musicians and bands tour for a three-day music festival themed around camping. The event called Sound Spectacle features three music genres: rock, jazz, and R&B, where artists will perform for their
T E N P R O B L E M S & S O L U T I O N S
Objective
BFA PORTFOLIO
Designing an event identity with three music genres.
Eclectic
E S T H E R E LV I R A
Course
live audience in various locations across the Bay Area including San Francisco, Oakland, and Sacramento.
Solution
The visual system draws from the eclectic music genre played in the festival and the vibrant community celebrating the arts and culture event. A bright turquoise color is implemented along with simple geometric shapes to represent the dynamic energy and exuberant quality that characterizes the musical scene, as well as to underscore the lively color found in nature. When combined with black, the color turquoise makes the design stand out with high contrast in any environment.
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Keywords
Packaging 2
Rustic
Project Guerra
Handmade Legacy
Instructor
Category Packaging, Brand Identity
Guerra is a local deli in the San Francisco Sunset neighborhood. Established for over 60 years, the long-established family business has a remarkable reputation and notable presence of selling a premium selection of meat items and sandwiches
T E N P R O B L E M S & S O L U T I O N S
Objective
To produce a fresh rebrand for a local family-owned delicatessen.
BFA PORTFOLIO
Thomas McNulty
→ Problem:
E S T H E R E LV I R A
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with excellent, reliable, and friendly customer service. The current brand logo, and in-house packaging, however do not communicate this aspect, creating a disconnect and missed opportunity considering its superior quality, taste, and value.
Solution
Currently the packaging, menu and signage do not make a coherent system and feels out of date. The rebrand utilizes the facade design of the physical building, and introduces a unified visual language implemented across its product line to make the brand feel more ownable and substantial. This ensures consistency throughout all of its store deliverables that was not seen previously. Additionally, to show off that the products are homemade and meticulously hand picked or handcrafted, the brown kraft material is being used to indicate that raw and honest mark, which is inherently true to their origin. 116 / 117
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P R O J E C T T H E E X H I B I T I O N : G R A V I T Y
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Keywords
Graphic Design 1
Awe-inspiring
Project The Exhibition:
Stimulating Imaginative
Gravity
David Hake Category Visual System,
Objective
Gravity is an exclusive museum exhibition hosted in SFMOMA that depicts the natural phenomenon of gravity in an interactive gallery space. With captivating visuals, The Exhibition: Gravity captures the core essence and
T E N P R O B L E M S & S O L U T I O N S
Environmental
Establishing an identity for a museum exhibition in SFMOMA.
BFA PORTFOLIO
Instructor
→ Problem:
E S T H E R E LV I R A
Course
message in various design executions that would not be otherwise seen in other museum installations.
Solution
In order to show the dynamic nature of the project, the use of bold photography and graphics were executed. The project is constrained to only using shades of blue and black, and the colour white. The result produces a delightful and appealing visual system for the city’s museum exhibition.
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P R O J E C T T H E E X H I B I T I O N : G R A V I T Y
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P R O J E C T T H E E X H I B I T I O N : G R A V I T Y
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P R O J E C T A B O V E 2 0 0 M P H
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Keywords
Type 3
Dynamic
Project Above 200MPH
Movement Refined
Instructor
Category Typography, Editorial
Above 200MPH is an experimental book that uncovers what makes the prestigious global racing so iconic and successful. One of the most-watched events in the world, the spectacular motorsport draws in audience for its extreme high speed
T E N P R O B L E M S & S O L U T I O N S
Objective
To create an experimental book about the iconic Formula One.
BFA PORTFOLIO
Laurie Makela
→ Problem:
E S T H E R E LV I R A
Course
racing, sports legacy and circuits as well as legendary drivers.
Solution
The title for the book denotes the thrilling and challenging experience of driving at a truly high speed while competing in the Formula 1 race track. The content reflects the prestigious racing sport and event through typographic explorations and vivid representations of color and imagery to celebrate the lively and highly anticipated global spectacle.
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P R O J E C T T A L K M A G A Z I N E
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Keywords
Typography 2
Educational
Project Talk Magazine
Community Conscious
Instructor
Category Typography, Editorial
Talk Magazine is a fictional publishing company that releases a new story issue each month. In this issue, the book
T E N P R O B L E M S & S O L U T I O N S
Objective
Passing stories about the pandemic to inform and educate.
BFA PORTFOLIO
David Hake
→ Problem:
E S T H E R E LV I R A
Course
supplements the latest news story about the coronavirus pandemic to its avid readers and general public displaying thought-provoking images and engaging headlines.
Solution
Through its new limited edition short book release, Talk Magazine passes valuable stories about the ongoing coronavirus pandemic that seeks to inform and educate. Rich colored photographs are used to capture the message while bringing a strong contrast to the modern and simple treatment and choice of typography. This way, users are made more engaged in tapping the complete important news.
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P R O J E C T C O L O U R W A Y
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Keywords
Packaging 2
Humanistic
Project Colourway
Ingenious Sensory
Instructor
Category Sustainable Packaging
Reinventing how we look at space, British designer Ilse Crawford crafts work that places importance on the human
T E N P R O B L E M S & S O L U T I O N S
Objective
Creating a designer paint line inspired by life and the human experience.
BFA PORTFOLIO
Thomas McNulty
→ Problem:
E S T H E R E LV I R A
Course
experience, embodying it through a sense of home and with designs that are driven by life. Using a humanistic approach and emotional aesthetic, she forms a tightly knit and integral world that connects people and space together. In effect, the living environment inherently becomes one that is habitual, pleasant, and meaningful.
Solution
Colourway is a sustainable powdered mix house paint line inspired by Crawford’s works and design principles. The modern and traditional aspects found in her craft is reflected in the packaging design system with the distinct visual imagery and typography choices. The paint collection is catered towards individuals who are fluent with color and paint, such as artists, designers, and architects. The packaging structure approach is simple, but functional with easy pour application; a die-cut of the paint color; and cardboard for its most prominent material usage. 1 74 / 175
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→ Special Thanks
I am extremely lucky and forever grateful to be taught by amazing instructors who shaped the designer I am today. My sincere thanks to Mary Scott, Phil Hamlett, Thomas McNulty, David Hake, Troy Alders, Rudy Baez, Fred McHale, John Nettleton, Laurie Makela, Andrew Cambouris, Frank Pietronigro, Mei Huang, Bob Slote, and Theodore Somogyi for your encouragement, and guidance. Thank you to my family and friends who have always been there for me in every step of the way. Your presence is special, and your support means the world to me, I couldn’t have done it without you. Thank you for all the remarkable people I’ve had the chance to work with. Your incredible talent, kindness, and belief in me I will always remember dearly.
→ Colophon Portfolio Ten Problems & Solutions Contact Esther Elvira eelvira.design@gmail.com (415) 510 1527 www.estherelvira.design School Academy of Art University Instructor Mary Scott Course BFA Senior Portfolio Design & Copy Esther Elvira Typography Manrope Printing & Binding Blurb Text Stock Mohawk Superfine Eggshell 100# Text
→ Esther Elvira
www.estherelvira.design eelvira.design@gmail.com