Dawson Mitch, Fall 22 by GCU College of Arts & Media

BRAND REPAIR —› CAMPAIGN

I teamed up with Julie Jordan (AD) to design for a campaign that recognizes LA Fitness’s weak points and attempt to repair the brand. I developed many solutions that can benefit all parties. This campaign specifically focuses on

the LAF employees and provides them a safe space to help with their mental health concerns in the workforce, something that has been consistently ignored by the employers.

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A poster that will be seen by employees and customers to bring awareness of the campaign and its new look. Instagram posts will widen the potential reach and be used to expand the poster, providing a purpose behind BBYB.

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The employee only landing page is a hub for team members to stay up to date and join in on upcoming campaigns events. A VR experience that gives the team a way to reduce environmental stimulation and ground themselves when needed.

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The flyer highlights an event from the website. It provides easier access to important information related to BBYB. Table tents provide info on grounding tactics for workers sitting in the break room, looking for something to do.

BREAK

HOM BO T O ON CO C

E M P L O Y E E S O N L Y ESO Emp o ee S gn On User S GN N a e 0 / 3 0 S U N D A Y 0 6 S U N D A Y / F R I D A Y ^ ^ S E E W H A T W E R E U P T O @ L A F T N E S S GROU D YOURSELF U P C O M N G E V E N T S A Fitness d W k g u tha o wo n o men a p a e o a u y G h AF d looking out o y u w n e c o k EARN MOR 03 04

BEFORE YOU

BREAK

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Tea is used to make sure all senses are being covered for this campaign. Flavors are specialized for reducing stress. The first view of the break room shows how the flyers, table tents and tea will be used. It also shows the look to follow.

09 The second view shows off the cozy lounge area and VR storage shelving, as well as windows for sunlight and plants.

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SWEET TRUCK

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CAMPAIGN

Christina Cookie wanted to expand her bakery by introducing a new “food truck with a sweet tooth in mind” and needed help with the branding. Her vision is to contrast ice cream trucks that are active during the summer time

and give families warm confections for the holiday seasons. Cookie wanted a youthful look and feel while staying clean and professional.

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Designs for paper cups and many other recyclable products to stay true to Cookie’s eco-friendly brand identity. Boxes are made with different branded shapes on each side to represent the many options of sweets to choose from.

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Mrs. Cookie wanted a simple reward system anyone can follow and have readily available as the truck drives by. Cookie bags are secured with a sticker that highlights the vegan ingredients used for Christina’s confections.

@cookiestruck cookiestruck.com

The brands pattern includes a variety of shapes taken from and formed out of the nameplate. A look at the brands uniform for all food truck employees. 13 Buy 10 sweets and get the 11 sweet free

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16 This campaign comes to a close with the ‘sweet’ truck design.

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LOGO DESIGN

PROCESS

A lot of my initial process is done mentally. I like to develop a detailed persona to then imagine myself in their shoes. I think through scenarios that have them crossing paths with the said brand and considering what would have

the interested and engaged. I am a heavy daydreamer that uses my escapism to my advantage in the design world. This spread shows what I do to visualize the designs on paper.

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Sketches are a way for me to get all the empty designs out of the way to see my vision clearly.

Roughs and comps are where I take my favorites and polish them until satisfied then repeating that digitally.

19 The final design is made in illustrator, where I use strict guidelines to create the logo like the one below.

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OUT-OF-HOME

—› CAMPAIGN

SOLAUR

Solaur is an Australian-based company providing premium solar energy to the world. They wanted an out-of-home campaign that bring awareness to the brands mission and goals. The campaign needs to have its main focus on the

companies photography with simple design work to give them context and enhance the message.

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The logo design reflects the brands clean look/feel and optimistic approach to solar energy conservation.

The media plan includes a variety of fitting outdoor signage like billboards to reach a wide audience of people passing by.

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An example of the imagery that’s being used for the campaign. The vision was observing life and technology. A head level banner will be used for a more targeted approach that relates to local needs and opinions.

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Street posters hold more information and show off unique patterns to bring more exposure to the logo. The posters will be placed in parks and community spaces to get the attention of people who appreciate nature. 22 23

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26 A store front view of the logo as a window decal.

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LABEL

—› DESIGN

Sauce Factory is a nationally successful sauce company that is 100% made in the USA. The wide selection of flavors are in need of a rebrand that will stand out from the competition. The design is bold, organic and western.

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A full look at the label. I used lots of different textures and brushes for the design to give it that hand drawn look.

All the flavors will have the same label design with the obvious name switch and color change.

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Each of the three flavor will need to be simplified down into a two word name to keep the designs consistent. These poster ads are a series of each flavor with its given personality. This one represents a spicy punch.

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This ad turns a vampires weakness into their ultimate craving, creating an ironic twist that describes the flavor perfectly. The last ad shows off the groovy sauce with a rhythmic soul though its bursting aura of flavor. 31 32

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NAMEPLATE

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DESIGN

Sincere is a collaboration of creatives that have come together to provide a collection of artwork printed and bound in the USA. Sincere asked me to help with their newest cover and design a nameplate for the fourth issue.

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The cover was inspired by the iconic 80’s Japanese automotive magazine, Option.

The nameplate was designed by me.

This is the final version that had been sent out for print and became the official cover for the fourth issue of Sincere.

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This cover is another version that was heavily considered and provided a more maximalist design.

Here is a look into the website. Sincere is now using that very nameplate as their official brand logo.

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LOCAL EVENT

—› WEBSITE

A full look at the landing page.

The website is viewed best on a laptop. This page goes into detail about all the fun reasons to purchase tickets to this years state fair.

Miracle Rose prides itself in community. The design needs to be simple and easy for everyone to navigate through.

A full look at the landing page.

I photoshopped all imagery throughout this website to immerse the viewer and tease the movie while staying unique and modern.

A screen grab of Metropolis shows how I stayed true to the style of the movie with a greyscale color pallet and grand, mystical backdrops.

Miracle Rose is a local state fair in The Valley since 1901. This year they came to me looking to upgrade their user experience, starting with a landing page to bring awareness of their return. Viewers are to be rewarded with a digital pass that allows them to skip lines if they signed up and became a member. 39

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MOVIE PROMO

—› WEBSITE

This landing page is to promote/sell the newest release of Metropolis on DVD and its remastered streaming service debut. I provided all the necessary information needed to make a confident purchase of the movie and utilize all my photoshop skills throughout the entire design for an immersive experience.

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ICON SET

DESIGN

This icon set was created for a concept brand, Pear Tech. They wanted custom imagery throughout their website and applications, as well as something that can be passed down to the customers who sign up by providing their email. Pear Tech requested to go with a softer vibe to resemble a pear while keeping a modern, new look.

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In the United States

This infographic poster design dives into the United States homelessness crisis. I am passionate about bringing awareness to the issues we are facing today through design. This poster is targeted to a younger audience and will be put up in places like schools and libraries. I went for a design that shows how hidden homelessness can be with a big house and soft colors. It’s important to not scare the audience with homelessness but to inform them of how common it is, so we can break the lingering taboo.

$ $ $ $ On a single night in 2020, ~580,000 people were homeless in the United States. People Experiencing Homelessness Main Causes 50% $ $ 580,466 567,715 552,830 549,928 564,708 550,996 18.4 million low-income households in the U.S. pay more than 50% of their income on housing which makes it difficult to accommodate for essential needs, causing them to drown in debt. Homelessness is most likely to a f f ect... Lack of affordable housing Unemployment Poverty Low wages Mental Illness It costs... BILLION to end all homelessness in the U.S., let’s put that into perspective: 2015 39% of homless people are Black, while... Only making up 12% of the U.S. population Ideal Income We can end the homelessness crisis. Permanent Supportive Housing Integrate Health Care Increase Minimum Wage Ending homelessness is not only an achievable goal but it’s also one that would likely save money in the long run. https://www.coalitionforthehomeless.org/proven-solutions/ https://www.huduser.gov/portal/sites/default/files/pdf/2020-AHAR-Part-1.pdf https://homelesslaw.org/wp-content/uploads/2018/10/Homeless_Stats_Fact_Sheet.pdf https://homeforallsmc.org/wp-content/uploads/2017/05/Impact-of-Affordable-Housing-on-Families-and-Communities.pdf https://www.globalgiving.org/learn/how-much-would-it-cost-to-end-homelessness-in-america/ 39% 12% $14.32 an hour 52 hours a week $18.79 an hour 40 hours a week $7.25 an hour 104 hours a week Average Income Minimum Wage Adult Male Black Disabled

$ ON spent on the U.S. military in 2019. 3 B a year on gym memberships. 9B L ON year on unplugged appliances. 20 6 2017 2018 2019 2020 Housing prices have gone up while wages stay the same. It is practically impossible to afford an average two room apartment with minimum wage, causing millions of people to stuggle with bills. $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ INFOGRAPHIC

—› POSTER

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POSTER

DESIGN

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A poster for the song Stargazing by The Neighbourhood. I used this design to experiment with custom typography. A reflection piece inspired by Bràulio Amado. I explored some different digital texture techniques to get this outcome.

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This piece uses many different gradient tools/techniques and blending modes to achieve this retro poster. A more commercial design that shows off my photoshop skills to advertise a St. Patricks Day campaign.