2 AUG THE dreggs
Drifter Campaign Drifter is a campaign for the release of a new album by The Dreggs, two artists from the Golden Coast of Australia. Inspired by their nomadic lifestyle and coastal lyrics, Drifter is complete with promotional O-O-H advertisements alongside poster, ticket, and t-shirt concepts branded to compliment the album cover design.
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ASSETS Within the Drifter campaign included branded tickets, posters, apparel, and a billboard to advertise the upcoming cover release tour. Vintage postcards and textured stamps with rugged edges inspired the design for this campaign.
Little women book cover Given the challenge to create a visual metaphor that depicts the storyline of a well-known book, I chose to redesign Little Women. Each book cover design carries heavy symbolism about the novel, its characters, themes, and how both intertwine.
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GOLDEN COAST SURF PRO CAMPAIGN With the goal of targeting a crowd that’s engulfed in surf culture, Golden Coast Surf Pro campaign was built around colorful tones, playful illustrations, and customized type. An event emblem was created for the competiton alongside complimentary promotional items designed to keep the brand consistent on all platforms.
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ASSETS Being that the Golden Coast Surf Pro event is located outdoors in the direct sun all day, it was essential to design branded promotional items that were relevant. Water bottles, sunscreens, and panel hats are all useful and beneficial for this type of event.
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EXPLORATION
When I begin designing for a pattern it often starts with a simple mark. It’s through the process of experimenting with different angles and layouts of that mark that I’m able to create a branded pattern with underlying meaning.
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DEVELOPMENT
This graphic element was an essential part of the Golden Coast branding. Throughout the design process it continued to evolve and change into an element that represents the event well. Often times my branding process takes multiple versions of the original to narrow down the final elements.
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EXECUTION
Once I had finalized all the branding elements, designing for each promotional items was simple. The goal was to create designs with those elements that complimented eachother without making them completely identical. Often times this step involves paying close attention to the overall shapes of each graphic to determine which fit well together.
SUBZERO TREATS
CONCEPT 1
Subzero treats is known for having the tastiest homemade ice cream and cold drinks in the Valley. Being established as a high-quality product in the area, the challenge was to communicate the wholesome, homemade qualities of Subzero. I chose to focus heavily on a customized illustration that would set them apart from their competition.
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LILYS CHOCOLATE I’ll admit it, I’m obsessed with hand-drawn illustrations, so when given the opportunity to upgrade Lily’s Chocolate with extra processes, I was excited to experiment with the layering of organic illustrations to create a 3D visual experience. The illustrations themselves are abstract lilies overlayed on top of blocky florals to create contrast.
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SUBZERO TREATS
CONCEPT 2
Subzero came back the after the first branding concept and decided they wanted something completely different. While the first version of their logo was illustration heavy, I chose to keep this concept energetic and fun with an added modern twist. I wanted these branding elements to have a clean layout with textured details.
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ASSETS The second concept of Subzero Treats included realistic branded cup mockups, as well as a loyalty card design and employee apparel. The sun ray element used on the loyalty card further expressed the vintage aesthetic I was going for with this concept.
IF GATHERING IF: Gathering is a two-day women’s conference where women from all around the world gather to get equipped with the Word of God, and are encouraged to step into their calling. I was inspired to include a dove, as it is a symbol often found throughout scripture to show God’s guiding hand and lasting peace. All illustrations for this event website were hand-drawn.
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IF Gathering icon set This custom icon set was used throughout the IF: Gathering event site. Each icon was either inspired by the Bible and the primary symbols used throughout Scripture, or were relevant to the website assets. Consistency was important in making sure the set looked like a family and belonged with eachother.
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VOGUE The rebrand of Vogue was completely curated out of editoral design inspiration. With a simplistic and clean layout paired with high contrast in type hierarchy and strong image visuals, Vogue new look now aligns with the magazine it is known for.
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Valley metro Valley Metro is the current train system in Arizona that runs from Northwest Phoenix through Tempe, and extends into East Mesa. The logo and rebranding was completely revamped as well as a concept proposed for an extension of the route, keeping medical professionals in mind.
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VALLEY METRO APP Part of the Valley Metro rebrand and new route proposal included a new app design. The purpose was to simplify the user experience by offering the ability to save trips, view commute arrival times, and utilize digital ticket forms.
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hi there!
wondering what caldwell orchard fest is all about?
We are so happy you have decided to join our newsletter. With the Caldwell Orchard Fest just around the corner, we want to make sure you are in the know about all of
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the exciting new things happening at the festival this year.
2022 is different With everything that has happened over the past year and a half regarding covid, we realize there are still hesitations for some in being in a large social setting with restrictions still in place throughout parts of the United States. That being said, we are taking precautions for your health and safety so you can truly enjoy your time at Caldwell Orchard Fest without the added stress of covid. Learn More HERE about the precautions we are taking regarding covid throughout the festival.
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we have s me m re e iting news For the 2022 Caldwell Orchard Festival we have decided to bring in multiple other venders, artists, and celebrity chefs to make this event one of a lifetime that you will never forget. No need to worry though, We will still be holding our yearly u-pick event where you can go pick from any of our numerous stone fruit orchards on the land that surrounds the festival grounds. Our fruit is known for its freshness and flavor, perfect for all the yummy goodies everyone is craving during this holiday season. More about the venders, artists, and celebrity chefs will be released soon, but get ready because the Caldwell Orchard Festival this year is coming back better than ever. In signing up for this newsletter there will continue to be updates regarding the event. Come make some memories!
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Caldwell Orchard Fest Caldwell Orchard Fest is a stone fruit festival based out of Filer, Idaho. Pop-up food vendors, fruit picking events, live music, and workshops are available to participate in during this two-week long festival. A website launch, email campaign, and blog were created to raise awareness for the event.
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h w t dye g ds naturally
eating seas nally
Natural Dyeing has been used
When it comes to getting our greens in
throughout centuries to color clothing
and eating an adequate amount of fruits
and other linens and fabrics, recently
and vegetables, we all have our favorites
making a comeback as it’s not only an
that we’d happily consume and others
inexpensive way to colorize fabrics but
we’d much rather shove to the edge of
also uses dyes that are biodegradable,
our plate. We might crave creamy
non-toxic, zero waste, and have no
pumpkin amid summer of juicy
synthetic or harmful chemicals that
watermelon during the crisp months of
could be harmful to our bodies. The only
fall, but in eating the produce that is in
things needed to create them are an old
season instead of automatically
cotton tee, a big pop, some extra food
grabbing our preferences out of habit, it
scraps, and a day or two to let the colors
is healthy for our bodies and sustains our
settle in and produce the colorized effect
environment as well.
we’re going for.
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THE INSIDER
Your Guide to Eating Seasonally
Caldwell Orchard Fest SOCIALS Twitter, Facebook, Instagram, and Pinterest were the primary social media platforms that were used to spread the news about Caldwell Orchard Fest’s upcoming event. Each platform targets a different demographic to further extend their reach.
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LA FITNESS REBRAND Hypothetically, LA Fitness was in desperate need of a complete revamp. Internally, their staff wasn’t content with the training programs, pay, and overall employee treatment. Externally, the brand was known for lack of cleanliness and outdated branding and equipment. The goal for this campaign was to turn their weakness into a strength and core value of the company. “Always changing, Always improving.” My hope was to convey LA Fitness’s desire to never stop changing and becoming the best version of themselves.
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web banners
platforms This change campaign for LA Fitness included regaining a new presence on social media and focusing on web banner ads that would be placed on sites where their target market often visited.
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DEVELOPMENT LA Fitness wanted one of their core values to be that they are committed to never setting for ordinary, and always striving to be better. The new logo was designed to include subtle elements that elude to these values.
402.730.1611 sierrabeuksdesign@gmail.com sierrabeukelmandesign.com