Leslea Smith, Fall 2023

This is the day that the Lord has made; let us rejoice and be glad in it.

PSALM 118:24

MORE WAS NEVER THE ANSWER. THE ANSWER, IT TURNED OUT,

WAS ALWAYS

OH HEY, oh hey

My name is Leslea Smith, my friends call me Les, and I figured you should know a little bit about me. I am self-sufficient and determined, oldest of seven... what can I say? I’m a coffee addict. I blame it on college, but the truth is, that’s just my excuse. I am a Jesus junky, yes, it was cringey even typing it out but I’ll shout it from the rooftops all day everyday. I will take any opportunity to go on an adventure no matter how spontaneous, and I have, you can ask my sources.

And remember, Les is more.

COOKIE’S CONFECTIONS

Brand Identity + Package Design

Cookie’s Confections, a new food truck business, was in need of new branding to help get their name out there and showcase the delicious sweets that they offer. They requested a simple typographic logo that was easy to read and remember. They also requested a newly designed food truck wrap, along with to-go bags, to-go cups, and a cookie box, that would be cohesive with their new branding.

A typographic “cookie-cutter” logo with a fun mascot was created. The cookie mascot added personality to the company and attracted new customers, while the main brown color created a sense of warmth and wholesomeness.

IDEATION

The creative process of designing a new logo and creating a brand identity. In this case, the request was for a typographic heavy logo, as well as, cohesive branding. A key piece of the branding was also requested to stand out among the rest, leaving the customer with a memorable vision of Cookie’s Confections.

1. Visual research 2. Ideas/Sketches 3. Digital composites 4. Final creation

Branded packaging items

PAPAGO HIVE HONEY

Brand Identity + Package Design

Papago Hive Honey is a Phoenix-based honey company that sells three jarred honey flavors, original, cinnamon roll, and orange zest. These products are sold in supermarkets all over the state of Arizona. The request was to create a brand identity for them, along with jar packaging and advertisements for each flavor of honey.

To fulfill this request, I created a type heavy logo in all lowercase with a illustrated bee to add a touch of playfulness. The golden color gives a warm and homey feeling to the whole brand.

GATSBY CHOCOLATE

Brand Identity + Package Design

Gatsby Chocolate needed a brand redesign, along with new package design, for their company. Creating a simple yet bold logo in a gold color kept the cleanliness and sophistication of the brand. Using a calligraphic typeface on the packaging was another element to continue the theme of elegance within the brand. The use of a dark base color and a little bit of texture in the background made the product eye-catching and intriguing.

FOREVER 21

Rebrand

To keep up with changing trends and target audience, Forever 21 was in need of a rebrand. Forever 21 needed a new campaign to reach their target audience in a way that would lure new customers in and continue to intrigue their loyal ones. Changing from a trendy, young adult targeted company to an on-trend, closer to business casual targeted company, Forever 21 was changing itself. To bring this to life a new logo was created with a more clean and sophisticated feeling.

On the next page you’ll see print advertisements that were designed to promote the new face that Forever 21 has put on. The hashtag #ThisIsHowIChange was created to encourage customers to engage with, and celebrate, Forever 21’s new look.

FULLY KNOWN

Art Cover

Grand Canyon Collective is a 100% student created, produced, and marketed worship team. Their new album, Fully Known, was in need of album cover art. The request was to use cool tones and inspiration from teh songs themselves. Utilizing photography, illustration, adn typography, three ideas were produced and one was chosen. The illustration fulfills the request while also adding a little bit of mystery for the consumer.

Photographic

Illustrative

Typographic

AIGA EVENT PAGE

Web Design

AIGA, The American Institute of Graphic Arts, is hosting an event in San Francisco for creatives wanting to learn more. This event needed its own website that contained all of the necessary information. The website needed to be designed to fit laptop, tablet, and phone viewing and usage.

LESLEA PHOTOGRAPHY

Engagement/Couples

LESLEA PHOTOGRAPHY

Portrait