Haley Townsend Portfolio by Haley Townsend

HALEY TOWNSEND PORTFOLIO

20/20

ISSUE 01

Haley Townsend Portfolio

SPRING 2020

your purpose, your art, will land in the hearts itâ&#x20AC;&#x2122;s meant to

Haley Townsend Portfolio

BONAFIDE HEARTWORK

HAY, HOWâ&#x20AC;&#x2122;S IT GOING?

SUPERBLOOM

THE ROOMMATES

TRENDY OR TOXIC?

RIDE 100 PERCENT

RELEVANT + RAW

PHOTOGRAPHY INTERLUDE

SLOWTIDE CREATIVE CANVAS

114

BREAD LOAF

126

20/20

138

SUMMARY TABLE OF CONTENTS

Haley Townsend Portfolio

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“Great art is the outward expression of an inner life in the artist, and this inner life will result in his personal vision of the world.” Edward Hopper. My name is Haley Townsend! My personal vision of the world is to communicate and connect through art and design, by means of fluidity, versatility, and harmony. I value hard work, or should I say heart work. I believe heart work can be classified as, “Your purpose, your art, will land in the hearts it’s meant to.” I likewise value a bonafide approach to creating. While finding inspiration in a world of such talented people, staying honest and genuine to my work is the ultimate ideology when I create. Welcome to my portfolio! This zine is a curation of my work throughout 2017 - 2020. With love, Hay.

your purpose, your art, will land in the hearts itâ&#x20AC;&#x2122;s meant to

BONAFIDE HEART WORK

Haley Townsend Portfolio

Haley Townsend Portfolio Page

Hay, howâ&#x20AC;&#x2122;s it going? The goal while creating my personal brand was to communicate with the world about myself and my creative capabilities. I wanted to communicate a personable experience with anyone viewing my brandâ&#x20AC;&#x2122;s components. I implemented my love for photography into my brand by displaying a negative strip to my business card. Alongside, I layered my logo, so there is a connection of name, face, and style. When shooting an interlude of pictures, a contact sheet displays every photograph as a reference. To push this concept, I added a secondary page to my letterhead with just my contact information, that I call the contact sheet. As part of my brand identity, I created a business card, letterhead, secondary page (contact sheet), resume, thank you letter, free-lance client contract, and my personable portfolio based website.

HAY, HOWâ&#x20AC;&#x2122;S IT GOING? PERSONAL BRANDING

Haley Townsend Portfolio

Haley Townsend Portfolio Page

TYPOGRAPHY

HELVETICA NEUE MEDIUM ITALIC MEDIUM LIGHT

COLOR

R: 0 G: 0 B: 0

R: 165 G: 165 B: 165

R: 233 G: 184 B: 158

FREELANCE CLIENT CONTRACT

THANK YOU LETTER

RESUME

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LETTER HEAD

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CONTACT SHEET

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BUSINESS CARDS

Haley Townsend Portfolio

Haley Townsend Portfolio Page

SUPERBLOOM is a photo and poem based zine, envisioned by Alix Hanson and designed by myself. Alix and I collaborated to transform her photography and poetic creativity, into an obtainable piece of art. While the entire book is curated with Alix’s 35mm film photography, we were able to implement some of my own film photography for the poster and GIF design. Heavily conceptual, this zine is abounding with opportunity and new life. A word from the author herself: “The concept is that of the inevitable. Spring always follows Winter. I had an especially heartbreaking Winter. The rainiest one in Southern California in years. At the end of it all--unfolded a superbloom. I found myself obsessively aware of the contrast. This deep mysterious season springing forth into the fresh start of dense beauty that the superbloom showed up with. Take heart; there is plenty for us and if it’s not here yet, it is well on the way.”

SUPERBLOOM PHOTO + POETIC TYPOGRAPICAL ZINE

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FRONT COVER

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Haley Townsend Portfolio

BACK COVER

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POSTER + GIF DESIGNS

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The Roommates are a music group consisting of two guys based out of southern California. Matthew and Josh, the members of the band, originally were dorm-mates, who eventually became close roommates. Their musically gifted talents surfaced a group to work and create music together, thus called “The Roommates.” The Roommates were friends of mine while attending Point Loma Nazarene University, we actually all lived in the same dorm together our first year! The guys and I collaborated to first create a single art cover by intermingling typography with photography. The Roommates have continued to create music, they even came out with a second single and we continued to pursue my design of typography and another photographer’s image mix. The second album cover design portrays a smaller scale of type and heavy negative space to create a strong dichotomy. I have continued to work with the guys post the second single. Eventually we got to a place of creating a brand identity through merchandise and a secret summer session.

THE ROOMMATES MUSICAL GROUP BRAND IDENTITY

Haley Townsend Portfolio

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TYPOGRAPHY

TITLING GOTHICFB EXTENDED bold bold outline

HELVETICA NEUE medium

COLOR

R: 0 G: 0 B: 0

R: 0 G: 113 B: 188

Haley Townsend Portfolio

SECRET SESSION TICKET ENTRY AND POSTCARD

THE ROOMMATES AND THEY WERE ROOMMATES

SIDE A JUST SMILE MY ROOM 3:10 4:21

BACK OF T-SHIRT

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FRONT OF T-SHIRT

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THE ROOMMATES AND THEY WERE ROOMMATES

SIDE A

JUST SMILE MY ROOM

3:10 4:21

JUST SMILE MY ROOM 3:10 4:21

Haley Townsend Portfolio

Haley Townsend Portfolio Page

This informational tabloid layout is designed to create awareness of the effects of fast fashion on our environment. Every year, the office of sustainability at Point Loma Nazarene University designates a specific week called, “Creation Care.” This week is an ultimate collaboration of various people, who all push the importance of good stewardship practices towards our environment. In preparation for this week, students in the art department are challenged to research and create a way to spread this message of taking care of God’s creation. Considering college students, especially those who attend PLNU, are inspired by fashion and the latest deals, I aimed to spread a message regarding the awareness in the creating and producing the clothing we wear. The tabloid is filled with heavy information, guided along with a simple layout of justified text, accompanied with dark photography taken by myself. Not only is this tabloid filled with information on the effects of fast fashion, but it’s also mixed with an encouragement of shopping tactics that minimize waste.

TRENDY OR TOXIC? PLNU CREATION CARE AWARENESS

Haley Townsend Portfolio

Haley Townsend Portfolio Page

TYPOGRAPHY

ARIAL BLACK REGULAR REGULAR OUTLINE

AVENIR NEXT REGULAR

COLOR

R: 0 G: 0 B: 0

R: 215 G: 185 B: 174

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FRONT COVER

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BACK COVER

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TABLOID SPREAD

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I spent my fall semester of senior year at Ride 100% as a graphic design intern. Majority of my work was retouching professional product photography. I was immediately engulfed in an environment that was built upon the heritage and pride of motocross. The 100% brand details their promise as, “Americana and has been linked to many iconic moments that have built the roots and history of what is modern motocross. The roots of the 100% brand date back to the early 1980’s when the popular logo graced the factory racing equipment of the biggest names in motocross. Today, as the brand’s awareness grows again in Motocross, on Downhill slopes, and BMX tracks, 100% is inspiring a whole new generation of racers and asking them the original tagline: How much effort do you give?” Everyday I went into the office, I was challenged continuously to pay attention to the finest detail and balance every composition. I feel thankful for the experience to work alongside such an inspiring group of artists, designers, athletes, and visionaries.

RIDE 100 PERCENT INTERNSHIP CURATED WORK

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BEFORE

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AFTER

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THE ACCURI “KILROY”

Haley Townsend Portfolio

THE ACCURI “MINIMA”

Haley Townsend Portfolio Page

THE RACECRAFT “CLARK”

Haley Townsend Portfolio

THE ACCURI “ROGEN”

Haley Townsend Portfolio Page

Relevant + Raw is a creative brand owned and operated by Britney Voegtlin, specializing in both custom art installations and photography. Based out of Southern California. Her large scale art installations are often featured as event and wedding backdrops, photo walls, and retail displays. Beginning as a wood working business, Relevant + Raw has since grown to incorporate a variety of natural and everyday materials, including rope and yarn, plants and florals, and more. Britneyâ&#x20AC;&#x2122;s work is beautiful. I desired to vamp her previous website, towards a more dynamic and interactive experience. This way, the user on her domain will see her personality shine through the layout and wireframes of her website. Relevant + Raw is a brand who stands by their name, being modern and relatable. I envisioned and worked towards a website that communicated that with style and function.

RELEVANT + R AW WEBSITE REDESIGN

Haley Townsend Portfolio

Haley Townsend Portfolio Page

TYPOGRAPHY

AVENIR NEXT HEAVY ITALIC MEDIUM ULTRA LIGHT ITALIC

HELVETICA NEUE BOLD ITALIC MEDIUM ITALIC

COLOR

R: 0 G: 0 B: 0

R: 233 G: 185 B: 155

R: 240 G: 189 B: 65

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DESKTOP VERSION

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MOBILE VERSION

Haley Townsend Portfolio

Haley Townsend Portfolio Page

Majority of my inspiration is derived from photography. I started photography in elementary school, learning the basic mechanics of the camera and how to use it as a tool. Over time, I started to view the world differently. Most days, I canâ&#x20AC;&#x2122;t go anywhere without a camera. In my opinion, nondisposable cameras are the easiest to just throw in my bag. But my favorite camera to shoot with is my Minolta X-370. The world to me is overflowing with rhythm, contrast, hierarchy, scale, aesthetic. Typically, I shoot with my DSLR camera for portraits, and film for landscape. When I get the opportunity to shoot people, I want to get to know my subject, even for a moment. My goal is to learn about them so I can connect the person to their photograph. When I shoot landscapes, I take a few moments to study the movement. If itâ&#x20AC;&#x2122;s architecture, I look at the scale, fenestration, and design. When I shoot botanicals and nature, I study the contrast, gesture, and color. This interlude is a collection of my compositional studies with implementation of those ideologies.

PHOTOGR APHY INTERLUDE FILM + DIGITAL PHOTOGRAPHY

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DIGITAL INTERLUDE

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FILM INTERLUDE - B+W

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FILM INTERLUDE - COLOR

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Founded in 2015, Slowtide is a company who channels passions of the beach, nature, travel, and comfort, into an art medium that is artistically versatile. The second annual, â&#x20AC;&#x153;Slowtide Creative Canvas,â&#x20AC;? is a contest that encourages artists and designers of any practice to submit work for a potential Slowtide product reward. Winners will also have their work displayed and produced into 50 limited edition towels and a spot in the Art of Drying Off showcase. The designs I created were focused on hand-drawn illustration and typography, accompanied by a comforting color palette.

SLOW TIDE CREATIVE C ANVAS TOWEL DESIGN

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During my junior year, I was enrolled in a branding class that dedicated its entire semester towards envisioning and creating a figurative resort. Named after the nickname given to Volkswagen vans in the 1970s for their unique shape, Bread Loaf is the resort I created. It is unlike any others for its valuable distinction of an overall unique and utility stay. Bread Loaf is a resort designed for travel according to the travelerâ&#x20AC;&#x2122;s preferences. This being said, this resort is designed for those who â&#x20AC;&#x153;hunger to escape,â&#x20AC;? by hitting the road with an opportunity to fulfill the restless and adventurous heart. Athlete, artist, or musician each Bread Loaf van is equipped with a road map that travels through various cities and towns in California. Giving only a minimal sense of guidance, so that the traveler can still find their sense of freedom, in a state that is yet to be explored. The brand identity I developed emphasizes the optimism and excitement for a new journey. This is supported by a fun color palette, bobbed and weaved throughout its ephemera, print, packaging, media, and photography.

BRE AD LOAF RESORT BRAND IDENTITY

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TYPOGRAPHY

URW ANTIQUA SUPER BOLD

AVENIR NEXT BOLD REGULAR COLOR

R: 71 G: 74 B: 69

R: 226 G: 189 B: 133

R: 235 G: 221 B: 199

R: 193 G: 202 B: 186

R: 154 G: 150 B: 106

R: 227 G: 139 B: 86

BUSINESS CARD/AIR FRESHENER

Haley Townsend Portfolio

EMAIL. HUNTER@BREADLOAF.COM 6TH AVE, LOS ANGELES PLAYA DEL REY, CA 90293

Haley Townsend Portfolio

BREADLOAF.COM

Bread Loaf

TEL. (310) 555 8972 EMAIL. HUNTER@BREADLOAF.COM 6TH AVE, LOS ANGELES PLAYA DEL REY, CA 90293 BREADLOAF.COM

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Bread Loaf

BUSINESS CARDS

TEL. (310) 555 8972 EMAIL. HUNTER@BREADLOAF.COM 6TH AVE, LOS ANGELES PLAYA DEL REY, CA 90293 BREADLOAF.COM

Bread Loaf

TEL. (310) 555 8972 EMAIL. HUNTER@BREADLOAF.COM 6TH AVE, LOS ANGELES PLAYA DEL REY, CA 90293 BREADLOAF.COM

Bread Loaf

TEL. (310) 555 8972 EMAIL. HUNTER@BREADLOAF.COM 6TH AVE, LOS ANGELES PLAYA DEL REY, CA 90293 BREADLOAF.COM

Bread Loaf

Bread Loaf hunger to escape

Welcome Traveler, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea com modo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euis mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea com modo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea com modo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse.

Best regards,

TEL. (310) 555 8972 EMAIL. Hunter@Breadloaf.com

Founder and Owner of Bread Loaf

BreadLoaf.com

LETTERHEAD

Haley Townsend Portfolio

6th Ave, Los Angeles Playa Del Rey, Ca 90293

Hunter Oakes

132 Page

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Road Map

H U N G E R T O E S C A P E

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TEL. (310) 555 8972 EMAIL. HUNTER@BREADLOAF.COM 6TH AVE, LOS ANGELES PLAYA DEL REY, CA 90293 BREADLOAF.COM

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buses are packed with everything you need to satisfy y hunger to escape!

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BRAND MANUAL

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PLNU’s senior show is a showcase of the art department, fine art and graphic design. Because the class of 2020 has a unique year, the poster is a synecdoche of conjoining both creative majors, into one representing us a whole. “The Visionaries,” represents the 2020 class, who may not have a clear vision into the future, but continues to press towards artistry, innovation, and creativity. The background photography pushes this further by a haze of heavy grain, contrasting with the foreground’s clear typography.

20/20 PLNU SENIOR CLASS PORTFOLIO ANNOUNCEMENT

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TYPOGRAPHY

HELVETICA NEUE BOLD ITALIC

BOLD ITALIC OUTLINE COLOR

R: 0 G: 0 B: 0

R: 176 G: 175 B: 191

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DETAIL CLOSE-UP

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VIDEO ANNOUNCEMENT

TIMER COUNTS UP TO 20:20

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INFORMATION FOR EVENT

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PLNU LOGO

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This portfolio has been a work in progress since

To THE GALS WHO LIVED OR DROPPED INTO

my first year at PLNU. Along the way, inspiration

L POD AT GOODWIN, I love every single one of

for my work has come from various avenues. I

you. You all have left a special place in my heart.

thank you all for being a part of this journey. To THE PESCADERO HOUSE, I am so grateful to To GOD, for creating me to create. Thank you

share a friendship with each one of you. You’ve

for always being present in my life.

given me an experience at Loma that is full of love and community.

To DAD, the original artist I look up to. You’ve always encouraged me in pursuing what brings

To SORA CHIBA, you have been there since

me joy.

drawing 1 class, a.k.a. the beginning. You’re an amazing creative and I admire your wit,

To MOM, you always know what to say. Your

excitement, and friendship.

selflessness and generosity is truly a gift. I know you’ll always have my back.

To MICAH LACIO, you exemplify hard work, passion, and creativity. You inspire me to be

To THE TWINS, you bring laughter into every

a better designer and a well rounded music

conversation we have. Who knew we’d all have

enthusiast.

a love for creating art and design? To COURTNEY MEYER, I value a professor To MY FAMILY, you all have supported me and

who genuinely desires to see us be happy in

I’m eternally grateful.

anything we do, especially if that comes from creating. You’ve never given up on me.

To MY HIGH DESERT FAMILY, I wouldn’t be where I’m at if it wasn’t for my desert roots. I

To DAVE ADEY, you were the first professor at

miss you all.

Loma who told me to not be afraid to jump. I wouldn’t be pursuing my dreams if it wasn’t in

To MY VANS FAM, to be working at a

part of your support.

company that is driven by style, creativity, and sustainability is an absolute dream. You guys

To LAEL CORBIN, I came into photo class with

are off the wall.

a heavy heart. You’ve believed in my work, and have motivated me to never stop taking

To CARLIE GALVEZ, you’re a lifetime friend and

pictures.

sister. you’ve always pushed me to be better, while being gracious to not only others but

To WENDY BELT, your kindness and grace is

myself as well.

infectious. I hope to one day be a designer like you.

To ABBI SWANSON, we started this whole journey together. You’re a true roommate, pal,

To THE CLASS OF 2020, In the future, I hope

and sister.

you are thriving and unconditionally loving whatever you do. Your purpose, your art, will

To LINDSAY MARSHALL, Your love and

land in the hearts it’s meant to. That’s heartwork.

appreciation for creative outlets are so exciting to collaborate with. You are a constant light in my life!

With love,

ACKNOWLEDGMENTS

Haley Townsend Portfolio

20/20