Taylor Herda Portfolio by herdat

IT STARTED WITH DOODLES

A PORTFOLIO OF WORK BY

Tay l o r C h a r l e s H e r d a

p. 303. 956. 8051 e . t a y l o r. h e r d a @ g m a i l . c o m

DESIGN IS A FEELING PROCESS Great design is rooted in the human condition. It starts with a designerâ&#x20AC;&#x2122;s sense of empathy and insightfulness toward their audience. Success rests on their ability to maintain that dynamic engagement with each member of the audience, individually and collectively.

WHERE ARE THESE PROJECTS?

TABLE OF CONTENTS

VII

POSTERS

PROJECTS E.T. The Extra Terrestrial Movie Poster Young Pokenstein Halloween Party One Meal Infographic Millennial Stereotypes

POSTERS

Movie poster re-design

E.T. The Extra Terrestrial For this project, I re-designed the movie poster for the iconic film, E.T. The Extra Terrestrial. Instead of doing more of the same, I approached this project from a different angle and visualized E.T.â&#x20AC;&#x2122;s likely position if adults had found him before Elliot. The underlying theme throughout the film is a childâ&#x20AC;&#x2122;s acceptance of differences in exploring their curiosity in friendships.

Elliot accepts E.T. for who and what he is, and through that acceptance they unearth a friendship that allows them to learn from one another. This poster visualizes the adult path of curiosity. An adult's curiosity is many times linked to fear; what can you do to me? And exploring that curiosity leads to a scene such as this. With E.T. being dissected and turned into a game of Operation to find out what makes him 'tick.'

POSTERS

HALLOWEEN PARTY POSTER

Young Pockenstein (Young Frankenstein) Throughout my tenure at Karsh Hagan in Denver, CO I headed the artistic development and execution of many internal facing posters. One of my favorite designs is this poster that I illustrated and produced for the annual office Halloween party.

Taking a scene out of the movie, Young Frankenstein, I illustrated the monster and the silhouette of Dr. Frederick Frankenstein to allow for the production of a 4 color print. Minimizing the color palette would allow for easier reproduction and distribution of such a print.

The running joke for these internal posters is to include the name and/ or likeness of one of Karsh Hagan's CEOs; Pocky Maranzino. This is known as, Pockifying.

es cow releas ach year, a s. lb .5 2 4 ut 2 total of abo ur gas into o f methane ge ra e v a . The tmosphere r fo d e is w ra fe of a co . rs a ye o out tw b a is t a e m ane lbs of meth That’s 485 f. e e b r ised fo per cow ra

urg

und b quarter po

. of ut 5.32 lbs That’s abo or r per burge methane is h T . of CO2. 122.36 lbs 9 .7 driving 150 is equal to d e iz n avg. s miles in a icle. veh passenger

SED TO F WATER U GALLONS O NE BURGER PRODUCE O

42 G AVERAGE AMERICAN SHOWER USES 17.2 GALLONS

DURATION 8.2 MINUTES

D TO E S U R E T A THE W EQU R E G R U B HAM SKI

50g ER (SOY) 1

RG VEGGIE BU

621 G

EEF) 150g

ER (B HAMBURG

3OW7ERS

NY THIN A E V A H U DO YO EAT? M T U O H T I W

E ONE O PRODUC ANY M W O H S UAL ERS? W O H S D E IPP mestic

f tern half o ith the wes g one of W .S.â&#x20AC;&#x2122;s do sufferin While the U ccounts for the U.S. ts their on a rst drough o w e th consumpti r ate rvation tal freshw , the conse ry to is h 10% of to s e k s never culture ma ter use ha a w f o r usage, agri te rtant. tal freshwa more impo n e e b t up 70% of to a a third of th usage with e personâ&#x20AC;&#x2122;s towards th creasing a sage is e D being put r fo ater u of grain personal w the largest production but important, by livestock. n be made impact ca or beef, pork removing daily diet. poultry in a

3WERS

SHO

BA T U C O T T EFFOR S U O I C S N CO PRODU L A A G M I N I N K A A M ON OF I T P M U S E IMP V N I O T I C S E O H P T E N O MIDIAT M I N A E ENT. CAN MAK ENIVIRONM 12

Conscious Carl is a normal American looking to make a difference. He won’t be seen leading any drum circles surrounding a tree, or seen at a PETA rally throwing red paint on people, but when it comes to the environment, Conscious Carl takes a look into what changing a simple meal choice can do to help the World.

ONE

MEAL

1 4

WITH CONSCIOUS CARL THE LAND CLEARED FOR RAISING ANIMALS IS EQUAL TO HOW MANY FOOTBALL FIELDS? Animal agriculture uses 30% of the Earth’s land mass. In the US, 80% of the agricultural land is used to raise animals for food and to grow grain to feed to those animals.

MORE THAN 4 FOOTBAL FIELDS OF LAND IS NEEDED TO RAISE ONE COW

HOW MANY BURGERS DO AMERICANS EAT PER YEAR?

IT TAKES ONLY 5 MINUTES TO CLEAR 32 FOOTBALL FIELDS WORTH OF LAND FOR ANIMAL AGRICUTURE. ONE FOR EVERY NFL FOOTBALL TEAM

BILLION

Americans eat nearly 50 billion burgers a year, which translates to 3 burgers a week per person in the United States.

125,000,000

Every minute, 7 footbal fields worth of land is cleared to raise animals and to grow the crops in order to feed them.

It takes 2-5 acres per cow to produce beef for sale in the US. With each cow producing 2,000 quarter pound burgers, that is 43-108 square feet to produce one burger.

BURGERS

THE METHANE RELEASED TO PRODUCE ONE HAMBURGER EQUALS HOW MANY MILES DRIVEN IN A CAR? Methane has a damaging factor that is 23 times worse than carbon as a greenhouse gas. Each year, a cow releases a total of about 242.5 lbs. of methane gas into our atmosphere. The average life of a cow raised for meat is about two years. That’s 485 lbs of methane per cow raised for beef.

This is equal to roughly 11,155 lbs. of carbon emissions. The average cow holds enough meat to produce about 2,000 quarter pound burgers. That’s about 5.32 lbs. of methane per burger or 122.36 lbs. of CO2. This is equal to driving 150.79 miles in an avg. sized passenger vehicle.

GALLONS OF WATER USED TO PRODUCE ONE BURGER

AVERAGE AMERICAN SHOWER USES 17.2 GALLONS

42 G

1 1 THE WATER USED TO PRODUCE ONE HAMBURGER EQUALS HOW MANY SKIPPED SHOWERS?

VEGGIE BURGER (SOY) 150g

621 G

DURATION 8.2 MINUTES

HAMBURGER (BEEF) 150g

SHOWERS

DO YOU HAVE ANYTHING WITHOUT MEAT?

While the U.S.’s domestic consumption accounts for 10% of total freshwater usage, agriculture makes up 70% of total freshwater usage with a third of that being put towards the production of grain for livestock.

SHOWERS

With the western half of the U.S. suffering one of the worst droughts their history, the conservation of water use has never been more important. Decreasing a person’s personal water usage is important, but the largest impact can be made by removing beef, pork or poultry in a daily diet.

MAKING A CONSCIOUS EFFORT TO CUT BACK ON THE CONSUMPTION OF ANIMAL PRODUCTS CAN MAKE AN IMMIDIATE POSITIVE IMPACT ON THE WORLDʼS ENIVIRONMENT.

REFERENCE LIST http://beyondmeat.com/products/view/the-beast-burger http://www.onegreenplanet.org/natural-health/explain-like-im-five-why-is-plant-protein-better-than-animal-protein/ http://science.sciencemag.org/content/326/5953/716.figures-only http://www.ibtimes.com/cow-farts-have-larger-greenhouse-gas-impact-previously-thought-methane-pushes-climate-change-1487502 http://bioscience.oxfordjournals.org/content/54/10/909.full http://www.earthsave.org/environment/water.htm https://www.animalsciencepublications.org/publications/jas/abstracts/71/4/818?search-result=1

https://comfortablyunaware.wordpress.com/2012/06/09/biodiversity-and-food-choice-a-clarification/ https://comfortablyunaware.wordpress.com/ https://www.motherjones.com/files/eib73.pdf https://www3.epa.gov/otaq/consumer/420f08024.pdf http://www.fao.org/docrep/010/a0701e/a0701e00.HTM

ONE

MEAL

1 4

WITH CONSCIOUS CARL

POSTERS

THE LAND CLEARED FOR RAISING ANIMALS IS EQUAL TO HOW MANY FOOTBALL FIELDS? Animal agriculture uses 30% of the Earth’s land mass. In the US, 80% of the agricultural land is used to raise animals for food and to grow grain to feed to those animals.

MORE THAN 4 FOOTBAL FIELDS OF LAND IS NEEDED TO RAISE ONE COW

HOW MANY BURGERS DO AMERICANS EAT PER YEAR?

IT TAKES ONLY 5 MINUTES TO CLEAR 32 FOOTBALL FIELDS WORTH OF LAND FOR ANIMAL AGRICUTURE. ONE FOR EVERY NFL FOOTBALL TEAM

BILLION

Americans eat nearly 50 billion burgers a year, which translates to 3 burgers a week per person in the United States.

125,000,000

Every minute, 7 footbal fields worth of land is cleared to raise animals and to grow the crops in order to feed them.

It takes 2-5 acres per cow to produce beef for sale in the US. With each cow producing 2,000 quarter pound burgers, that is 43-108 square feet to produce one burger.

BURGERS

GALLONS OF WATER USED TO PRODUCE ONE BURGER

AVERAGE AMERICAN SHOWER USES 17.2 GALLONS

42 G

1 1 THE WATER USED TO PRODUCE ONE HAMBURGER EQUALS HOW MANY SKIPPED SHOWERS? While the U.S.’s domestic consumption accounts for 10% of total freshwater usage, agriculture makes up 70% of total freshwater usage with a third of that being put towards the production of grain for livestock.

VEGGIE BURGER (SOY) 150g

621 G

DURATION 8.2 MINUTES

HAMBURGER (BEEF) 150g

SHOWERS

DO YOU HAVE ANYTHING WITHOUT MEAT?

MAKING A CONSCIOUS EFFORT TO CUT BACK ON THE CONSUMPTION OF ANIMAL PRODUCTS CAN MAKE AN IMMIDIATE POSITIVE IMPACT ON THE WORLDʼS ENIVIRONMENT.

one meal infographic

What is the actual cost of meat? Don't yell at me for eating meat. I eat meat, I love meat, nothing beats a big juicy burger or some delicious tacos from your favorite joint on the corner. However, when you put that one burger or one taco into the spotlight, you learn the environmental footprint of that one meal, you start to understand that going vegetarian or vegan for a few days out of the week can add up to a lot of good.

Everyone likes to consider themselves an 'environmentalist,' someone who cares about our planet's future. But the truth is, if you eat meat, you are seriously impacting it in a negative way. The goal isn't to quit meat all together, the goal is to change the quantity of meat we consume; one meal at a time.

turn for POSTERS

POSTERS

Millennial stereotypes

How should we introduce ourselves? As the Art Director of the intern group at Karsh Hagan, I was first tasked with creating and designing a unique way to introduce our team to the company.*

With our slogan, â&#x20AC;&#x153;Be The Generation That Stops Millennial Stereotypes,â&#x20AC;? we aimed to poke fun at our current situation to immediately place us into the spot light at the agency.

As a young, incoming member of the workforce, there are inevitable stereotypes that you are bound to run into on day one.

*My efforts in this project included the idea creation, poster layout, photography, and art direction.

To address these head on, my team and I decided to create a campaign designed around the aesthetic of the TRUTH anti-smoking ads. 18

Magazine Cover

PROJECTS New York Times Magazine

MAGAZINE COVER

NEW YORK TIMES MAGAZINE

The Piece of the Puzzle No One Is Talking About It's important to preface what I'm about to say with the statement, â&#x20AC;&#x153;I love animals.â&#x20AC;? But, the argument that we shouldn't eat animals just because they are animals has never really resonated with me. However, as I learned more about our eating habits and their very real impact on our planet, the more a vegan or vegetarian lifestyle starts to feel like a necessary pivot rather than an annoying conversation with a stranger on a street corner.

This design is based around the conversations being had on the things that are negatively impacting our environment. The one constant in these conversations has been the lack of attention being paid to animal agriculture and its environmental footprint. The pieces of the environmental puzzle include the likes of gas emissions, water usage, and deforestation; and yet one of the leading negative forces in all of these areas has yet to be placed in the spotlight of conversation. 30

LOGO DESIGNS

PROJECTS Oslo Winter Olympic Games Rebrand the Plant Web Design HEARTS Cain Travel WEAVE iQ

LOGO DESIGNS

OSLO 2

LOGO DESIGNS

2022 WINTER OLYMPICS

Oslo, Norway

Host City Proposal Document Item As the Winter Olympicsâ&#x20AC;&#x2122; Committee had trouble finding a host city for the 2022 Winter Olympic Games (now to be hosted in the snow less city of Beijing, China) I took it upon myself to create a host city bid document, including this logo, for the obvious city of choice to host the games; Oslo, Norway.

LOGO DESIGNS

REBRAND THE PLANT 1.

Personal Project As the marijuana industry continues to grow, a large focus within it has become, how to rebrand the plant from a ‘Cheech & Chong’ stoner culture to one of medical and professional purpose. This design takes the iconic form of the pot leaf and gives it a cleaner and more professional look and feel through the use of perfect symmetry.

WEB DESIGN 2.

Personal Project This organic emblem is based on the forms of a spider web, giving it a stamp like form with plenty of circular motion. It’s low-key aggression allows for placement in a wide range of business types; from a sports apparel company to a software developer.

LOGO DESIGNS

HEARTS 1.

Aurora, co

Non-Profit Spreading Trauma Treatment Information in Schools As an organization whose foundational goal is to nurture those in pain and to create an environment that allows personal and communal growth, the obvious choice for HEARTâ&#x20AC;&#x2122;s new logo was to create an organic look to maintaining that inherent nurturing aspect of their work.

Cain Travel 2.

boulder, co

Travel Management Company Cain Travelâ&#x20AC;&#x2122;s personal history is tied to the ocean with the loss of one of their founders in a diving accident. As his wife continues to manage and run the business, it is important for them to remember the vision and passion he had not only for adventure, but also for the business to continue growing and discovering. The image holds a dual purpose, the first of sails to pay homage to both his love for the ocean and his captaining spirit as a leader. The second is of airplane wings to call out the companyâ&#x20AC;&#x2122;s work in travel management.

LOGO DESIGNS

WEAVE iQ

boulder, co

Software Developer Weave’s software connects to a marijuana dispensary’s point-of-sale system to collect and organize sales data to generate usable business advice. 1.

The driving idea behind this design is the completion of the communication circle between the business and its customers.

Color became a moving part during this process as each design acted as not only a presentation of shape but possible color as well. The form of this design is based off of the literal nature of a weaved basket pattern and its color an attempt at a more eye catching combination.

At its foundation, Weave's software is designed to visualize the overlap of business inventory and customer behavior. This design speaks towards those sweet spots found when the business supply aligns with the customer's needs.

This emblem was based on the phrase, “simple synergy.” By combining these two shapes it creates a window of visibility.

Instead of showing an overlap, this design visualizes the software's ability to interlink the business and its customer's needs.

title sequence

KOOK : What Surfing Taught Me About Love, Life, and Catching the Perfect Wave

Title sequence for a novel that has not been made into a movie.

KOOK :

The design of this title sequence is based on a minimal aesthetic and would be executed as an animation with colored construction What Surfing Taught Me About Love, Life, and Catching the Perfect Wave paper cut-outs.

Surf board slides down out of view revealing an ocean scene just before sunrise Kook fades to reveal scene of a sunrise

A surfer in the distance glides across the tranquil scene and disappears to the left side of the screen

TITLE SEQUENCE Our main character falls out of the sky with his surf board and crashes onto the water showing to his clumsiness and unfamiliarity towards his situation

KOOK :

What Surfing Taught Me About Love, Life, and Catching the Perfect Wave

The actor's name falls with the character. As an example, Brad Pitt is offered as a possible actor choice for the middle aged wanna-be surfer

TITLE SEQUENCE A wave quickly forms behind the main character

The wave approaches fast as the character gets his balance and is then taken by surprise by the wave

KOOK :

What Surfing Taught Me About Love, Life, and Catching the Perfect Wave

The wave crashes down onto the main character and sweeps him under the water

The crashing of the wave creates a swipe transition and reveals a dark, under water scene where the supporting actress' name rises up from the bottom of the screen to the top

TITLE SEQUENCE A surfboard follows the name of the supporting actress and is followed by our main character coming back up into view

As the main character sits suspended in the middle of the scene, two sharks come in from either side of the screen and begin to circle him

KOOK :

What Surfing Taught Me About Love, Life, and Catching the Perfect Wave

The main character notices the sharks and does an underwater 'YELP,' and swims frantically to the surface

As the main character swims to the surface another swipe transition from the top reveals a beautiful beach scene with a pier in the distance

TITLE SEQUENCE A car driven by our main character comes in from the right side of the frame and the camera follows it from the driver side window

Camera zooms into the driver side window and then begins to pan down to the wooden side panel of the car

KOOK :

What Surfing Taught Me About Love, Life, and Catching the Perfect Wave

As the camera pans down to the wood panel it reveals another actor/ actress name and stays there as the bumpy road jumps the car slightly up and down

After pausing on the name, the camera pans to the right to reveal a light colored screen

TITLE SEQUENCE 'Based On A True Story' is revealed on the screen to call to the real events that the story is based on

The sky and ocean come together from the top and bottom of the screen and join in the center. The scene quickly dissolves to unveil the beginning of the movie beginning with a shot of the beach

PHOTOGRAPHY

LOCATIONS Rosemary Beach, FL Santa Rosa Beach, FL Salton Sea, CA Breckenridge, CO

Rosemary Beach, FL 57

PHOTOGRAPHY Rosemary Beach, FL 58

Santa Rosa Beach, FL 59

PHOTOGRAPHY Santa Rosa Beach, FL 60

Rosemary Beach, FL 61

PHOTOGRAPHY Santa Rosa Beach, FL 62

63 Salton Sea, CA

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Salton Sea, CA

65 Salton Sea, CA

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Salton Sea, CA

67 Salton Sea, CA

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Salton Sea, CA

69 Salton Sea, CA

PHOTOGRAPHY

Salton Sea, CA

71 Salton Sea, CA

Salton Sea, CA

PHOTOGRAPHY

73 Salton Sea, CA

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Salton Sea, CA

75 Breckenridge, CO

PHOTOGRAPHY

Santa Rosa Beach, FL

Breckenridge, CO 77

PHOTOGRAPHY Breckenridge, CO 78

79 Breckenridge, CO

PHOTOGRAPHY

Breckenridge, CO

81 Breckenridge, CO

PHOTOGRAPHY

Breckenridge, CO

Breckenridge, CO 83

PHOTOGRAPHY Breckenridge, CO 84

CONTACT COLOPHON 87

Tay l o r C. H e r d a p. 3 0 3 . 9 5 6 . 8 0 5 1 e . tay l o r . h e r d a @ g m a i l . c o m w w w. tay l o r h e r d a . c o m

printed through issuu.com Typefaces used; bebas neue, Av e n i r N e x t, and Linowrite. Cover is a sulfate paperboard with a weight of 250 grams and a glossy laminate finish. pages are a matte paper with a weight of 115 grams.

W e l p, t h a t â&#x20AC;&#x2122; s A l l f o r n o w I HOPE YOU ENJOYED IT