Portfolio

Haifa Jamalieh

PORTFOLIO

In application for Graphic Design, MFA

Academy of Ar t University

ABO U T HAIFA JA M A L I E H HAIFA IS A JORDANIAN-AMERICAN ARTIST OPERATING OUT OF THE DETROIT AREA. SHE FOCUSES ON CULTURAL EXPRESSION PRIMARILY AS A GRAPHIC DESIGNER AND PHOTOGRAPHER, INTERESTED IN EXPLORING NARRATIVES OF COMMUNITIES THROUGH THE USE OF TRADITIONAL AND SYMBOLIC IMAGERY. HAIFA FOUND HER WAY INTO A PROFESSIONAL DESIGN CAREER STARTING WITH THE LOCALIZATION AND GRAPHIC TRANSCREATION INDUSTRY, A NICHE FIELD THAT SEEKS TO HELP BUSINESSES APPLY VISUAL COMMUNICATION TO INTERNATIONAL MARKETS. TODAY, SHE WORKS WITH A VARIETY OF TALENTS WHOSE PROJECTS SPAN BRANDING DESIGN, INTERNATIONAL MARKETING, COMMUNICATION AND ONLINE APPLICATIONS.

Motivation to me is embodying a graduate professional level of study within the context of the Middle Eastern community, whose voice is underrepresented in the field graphic and fine arts.

CONTENT D ESIG N DESIGN: BELGIAN BAKING COMPANY

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REWIRE HEALTH AND EDUCATION CENTER

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OLIVIA MILLERSCHIN

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TYPESETTNG

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IL LU STRATIO N ILLUSTRATION

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ILLUSTRATION: GRAPHITE

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PHOTO G RAPH Y PHOTOGRAPHY: FASHION

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PHOTOGRAPHY: VARIOUS

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PHOTOGRAPHY: VARIOUS

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LOGO DESIGN THE BELGIAN BAKING COMPANY Like many of my clients, my relationship with The Belgian Baking Company spans a great length of time. The owners wanted a name and brand identity that would pay homage to the historical nature of their family business while having a playful take on the traditional. To keep with the simple, approachable feel they were going for, I named the restaurant “The Belgian Baking Co.� By using banners and scrolls along with a bold typeface it gave their brand a retro yet modern feel, creating a logo that is friendly and high-end without seeming pretentious.

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SCOPE OF WORK Strategy Positioning Brand Identity Photography Web site design / 5 /

LOGO DESIG N REWIRE HEALTH AND EDUCATION CENTER The Rewire Health and Education Center is comprised of cognitive training providers, specialized professionals, and coaches devoted to guiding children and adults in reaching their fullest potential. When the owners of Rewire approached me with the vision they had for their company, they were completely overwhelmed with ideas, but wanted a design that would reflect the authentic quality of their work and team. Visually, they were looking for something fun but professional, casual, youthful and distinctive. Through the process of elimination I was able to provide Rewire with a bold, punctual and identifiable logo.

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SCOPE OF WORK Logo Design Brand Identity

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P R E D EV ELOP EM EN TA L S KETCHES Sketchbook pages experimenting with the letterforms, styling and flourishes.

Here we have the progression from a wide set of rough ideas narrowed down to one main direction.

From a scan of the final sketch, I created the initial vector version in Illustrator. Notable changes at this stage were primarily adjustments to kerning and balancing of the flourishes (size, proportions and stroke consistancy) in order to be more congruent with the thick to thin transition of the flourishes of typographic characters.

Above: Chalk mock up, Left: Pencil version.

ALBUM COVER DESIGN OLIVIA MILLERSCHIN To celebrate her achievements on America's Got Talent, Olivia Millerschin commisioned me to design the cover of her latest album. After discussing the projected uses of the logo and the environment it would be part of, three sketches were drawn featuring hand illustrated typography inspired by the artists unique style. The designes showcased different lettering styles while focusing on a calligraphic, quite high-contrast approach with distinctive flourishes. / 8 /

SCOPE OF WORK Illustration Typography Hand Lettering

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DETROIT REGIONAL Italian

HUBBELL German

HILTON Arabic

THIRTY-ONE GIFTS Spanish

DETROIT REGIONAL Chinese

MULTILINGUAL TYPESETTING AND DESKTOP PUBLISHING I found my way into a professional design career starting with the localization and graphic transcreation industry I found my way into a professional design career starting with the localization and graphic transcreation industry, a niche field that seeks to help businesses apply visual communication to international markets. Because of my years of work as a multilingual desktop publisher I was able to gain experience in over / 10 /

20 languages working directly with companies such as Jeep, Hampton, Thirty-One Gifts, and Hilton to name a few.

As one of the last phases in a translation project, desktop publishing gives the final look and feel to the localized materials. No matter how good the design may be,

even a small layout or typographical mistake may dramatically impact how users perceive the product or the brand. This is even more so on high-profile materials, Because of my experience, it became my specialty to work with complex non-western scripts despite the lack of software support for these languages.

HAMPTON Dutch

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ILLUSTRATION CI TY S CA PE I LLUSTRATI O N S

MAP O F D E TRO IT Well, he's no use to us if Detroit is his idea of a small town. . . .

F. Scott Fitzgerald

THE RENAISSANCE CENTER

OLD SAINT MARY'S

THE FOX THEATER

Home of the General Motors headquarters, the 'RenCen' overlooks the Detroit River.

Located in the heart of Greektown, Old St Marys is Detroits third oldest Catholic Chrch.

Opened in 1928, the spectacular Fox Theater is one of Detroit major performance centers.

EASTERN MARKET

AMERICAN CONEY ISLAND

GREEKTOWN

Over 150 years of rich history, the Eastern Market connects restaurants, businesses, art and culture.

Family owned and operated since 1917, American Coney Island is "Detroit's Original Coney."

In this historical district you can find a collection of greek restaurants, shops and entertainment.

A BEAUTI F UL D ETRO I T BEG I N S F ROM WIT H IN / 12 /

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GRAPHITE ON PAPER

MANUFACTURED GENDER ROLES 1 8 " x 2 4", 2 0 1 5

PENELOPE 1 8"x24", 2015

Drawing from observation, this graphite drawing is of a a sculpture in the Detroit Institute of Arts entitled, "Penelope" by sculptural artist Franklin Simmons (1896). While studying neoclassicism at Wayne State university, I felt compelled to reflect on my own revived interest in classical forms of art.

After traveling to the Salvador DalĂ­ Museum in St. Petersburg, Florida, I was profoundly impacted by the whimsical collection of work by the great surrealist. As my imagination was ran free I began to draw irrational juxtapositional images of my own.

In this piece, I bring attention to gender inequality in the Middle East

DECK OF CARDS 8 "x1 0", 2 01 5

Drawing is the foundation of all visual arts

Drawing from observation, I composed two decks of cards in a way which I found interesting to the viewer. All aspects of the composition were considered from the angle in which they were placed to the height they were observed from. This drawing is a reflection of my love for typography and my desire to incorporate it in most of my work. Because of my background in transcreation, it was important to me that this piece exhibit my confidence in the use of working with foreign charectors by not limiting myself to only English typography.

"Drawing is the honesty of the art. There is no possibility of cheating. It is either good or bad." Salvador DalĂ­ / 14 /

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FASHION PHOTOGRAPHY

PHOTOGRAPHY RETOUCHING SET DIRECTION

PHOTOGRAPHY ART DIRECTION SET DIRECTION RETOUCHING

PHOTOGRAPHY RETOUCHING SET DIRECTION

Photography // After being approached by a makeup artist looking to expand her portfolio, I jumped on the opportunity by assembling a team of stylists and models to organize a variety of editorial images that could showcase my technical skills in photography and lighting.

Retouching // Fashion photography gives me the opportunity to demonstrate my knowlege and understanding of photoshop and digital image editing.

PHOTOGRAPHY/RETOUCHING/SET DIRECTION / 16 /

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P HOTO G RA P H Y

UNTITLED 2015

P HOTO G RA P HY CON TI N U ED

The making of a print is a unique combination of mechanical execution and creative activity.

ANSE L ADAMS - T HE PRI NT

SHADOWS 2015

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APPLES ON TABLE 2015

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P H OTO G RA P HY

phone 248-894-7905 email haifaj@gmail.com address 35345 Davison Street Sterling Heights, MI 48310

DIALECTICS 2015

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HAIFA JAMALIEH