holland My name is Holland and I’m a graphic designer who specializes in all things creative marketing. I’m a graduate from Point Loma Nazarene University in San Diego. I graduated in the class of 2022 with a B.A. in Graphic Design Marketing. One of my favorite things about being a graphic design major was working alongside my classmates; through this experience I’ve found that I really value collaboration, which helped me identify myself as a designer. I thrive within a team of people who possess shared visions for life, and want to work hard at something cool! Creating and refining brands, social media content creation, and social media management are my favs— you’ll see that here in my portfolio. Some of my other favorite things include racquet sports, strawberry themed ephemera, and ranking my favorite places to get an iced matcha. You can find me and my matcha recommendations on Instagram @hollandkellercreative. I also take up space on hollandkeller.com, where you can learn more about my creative process and my photography side business.
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Bauhaus Museum Brand Manual
16
2022 Senior Show
10
Professional Brand Identity
ol l h a nd
28
Enough Installation
42
Creation Care Campaign
34 E-commerce Website
50 58 Set & Stones
PLNU Study Abroad
graphic
design
category Brand Identity Program
year 2022
photography Holland Keller
Professional Brand Identity
10
design challenge
Design your own professional brand identity. It must authentically and memorably evoke your brand essence. Done well, it will provide competitive advantage to position you from others in the field. It should describe succinctly who you are, what you do, and what makes you distinctive and different.
objective
I created a visual communication system that defines who I am as a designer. The brand is reflective of me: dependable, positive, playful, minimal, and professional. The system I created represents my skills in graphic design and creative marketing. I created this brand to portray my personality in a professional manner to potential employers and clients. I want to communicate that I am hardworking and approachable in the work that I do. My professional brand was designed to be adaptable, shown through the stickers I designed with a uniform logo applied to several backgrounds. I wanted to communicate this asset of my brand clearly because I see myself as someone who values working well with other people!
deliverables
Business cards, letterhead, second sheet, #10 envelopes, note cards, and stickers.
portfolio 2022
holland
ol l h a nd
category Brand Identity Program
year 2022
photography Holland Keller
o hll a nd creative marketing & graphic design
12
hollandkeller.com
hollandkeller.com
portfolio 2022
holland
o hll a nd
hollandkeller.com
Letterhead and second sheet. #10 envelope and blank note card.
category Brand Identity Program
year 2022
photography Holland Keller
14
Square rounded business cards and round stickers with brand imagery.
portfolio 2022
holland
category Campaign, Typography
year 2021
photography Holland Keller
2022 Senior Show design challenge
Design an engaging and cohesive event identity across media that announces our 2022 Senior Show. It must celebrate the Visual Arts and Graphic Design senior capstone work and experiences. The design must clearly inform, create a call to action, and capture the spirit of PLNU and its graduates.
objective
I created this poster to communicate the Senior Show to the PLNU audience, along with other events going on. The purpose of the poster is to showcase the class of 2022 graphic designers and visual artists. The game of tennis inspired me because I think a game of tennis is similar to completing a graphic design degree: it’s a slow game, but over in an instant. To win a game of tennis, you have to be consistent with each move, making sure you’re putting forth your best effort for the best end result. Going to school for graphic design is similar, so it was special for me to use tennis imagery to celebrate my graphic design Senior Show.
deliverables
Poster, postcard, social media marquees: Facebook graphic and Instagram motion design.
portfolio 2022
holland
16
category Campaign, Typography
18
year 2021
photography Holland Keller
Senior show poster and postcard.
category Campaign, Typography
year 2021
photography Holland Keller
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Senior Show graphic applied to a Facebook banner. 11 second GIF complete with images and a continuous spinning tennis ball.
portfolio 2021
holland
category Brand Identity Program
year 2020
photography Bauhaus Dessau
Bauhaus Museum design challenge
Rebrand a global cultural museum. Use a comprehensive design process including research, analysis, business strategy, and organization to create a brand identity program. Design the primary identity and apply to a variety of media brand touch points. Then design a brand manual to specify how to publish, and fabricate elements of the brand identity system. This guides how branded marketing materials are conceived and produced in the future.
objective
The Bauhaus Dessau is aimed at fostering an atmosphere for learning and inspiring their audience. The brand essence is to create a memorable experience as well as showcase the timeline of the Bauhaus and its emphasis in Dessau, Germany. The Bauhaus in Dessau was a time period of education, art and architecture.
inspiration
The Bauhaus Dessau spirit is expressed by its The Bauhaus Dessau spirit is expressed by its extensive timeline of past art, architecture, and their influence. The years which the Bauhaus spent in Dessau (1925–1932) are regarded as the heyday of the school founded in Weimar in 1919. The current heritage of the Foundation’s work is extensive. The museum at Bauhaus Dessau aims to inspire a new generation to further their knowledge and creativity.
deliverables
Print and digital Brand Manual
portfolio 2022
holland
22
category Brand Identity Program
year 2020
photography Bauhaus Dessau
24
Spread 1 indicates the format for the start of each section. Spread 2 is the typography guide for the museum. Spread 3 shows the logo applied to the museum ephemera; digital and print assets.
portfolio 2022
holland
category Brand Identity Program
year 2020
photography Bauhaus Dessau
Gropiusallee 38 06846 Dessau-Roßlau Germany +49 340 6508 250 www.bauhaus-dessau.de
bauhaus dessau
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Brand letterhead, #10 envelope and business cards.
portfolio 2022
holland
logo
bauhaus dessau
bauhaus dessau
colors
#736653
typeface
imagery
#f26648
FUTURA
#e7d8c3
#7b95bf
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
category Typography
year 2020
photography Holland Keller
Enough Installation design challenge
Choose a favorite quote and create an installation with the text. Illustrate the text using physical materials and objects in a way that adds deeper meaning to the quote. The type for the poster will be constructed by hand or machine, with physical materials, in three-dimensional space. The typography will be physically constructed and photographed.
objective
The purpose of this piece is to draw attention to overconsumption in the United States. “WHAT YOU HAVE IS ENOUGH” is written in receipts against a sky background. “What you have is enough” serves as a gentle reminder to someone who is struggling with their desire for more, and a phrase I tell myself when I want to ignore my overconsumption. The piece is made with crumpled old receipts that I collected over a span of only two weeks. The pieces were pinned to typographical pieces of cardboard that were glued to a white foam board covered in sky-like wallpaper. The foam board was presented on a classroom white board in a park.
deliverables
Installation, photography of install
portfolio 2022
holland
28
category Typography
year 2020
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portfolio 2022
holland
photography Holland Keller
category Brand Identity Program
year 2021
photography Holland Keller
E-commerce Website design challenge
Develop an E-commerce website for a created company that sells at least three products. Create a branding system for the company complete with colors, imagery, and type. Design with a humancentered design approach and thinking, inspired by Don Norman’s The Design of Everyday Things. Complete the website with a scrollable landing page, Shop All page, Check Out page, product page, FAQ page, About page, and purchase confirmation page. The website must also have a mobile version, compatible for an iPhone 13.
objective
The website featured a mock small business selling ceramics pieces and brand merchandise. The designer used ceramics she had made and her own images to dictate the personality of the brand. The tone is playful and colorful, yet organic and straightforward. The framework for the website was built for a minimal and user-friendly experience.
deliverables
Complete E-commerce website including a mobile version with landing page, Shop All page, Check Out page, product page, FAQ page, About page, purchase confirmation page.
portfolio 2022
holland
34
category Brand Identity Program
year 2021
photography Holland Keller
36
Holland Ceramics landing page complete with header, logo, hero imagery, and call to action.
portfolio 2022
holland
logo
colors
#d4c07a
typefaces
imagery
#e2a7a1
#eae7da
#3f3e42
category Brand Identity Program
year 2021
38
portfolio 2022
holland
photography Holland Keller
social
media
category Brand Identity Program
year 2021
photography Holland Keller
Creation Care Campaign design challenge
Using Design Thinking’s human-centered design approaches and methods, create a visual communication installation focusing on a chosen global warming topic. Must be: Feasible (practical, technical, material); Viable (financial considerations and budget); and Desirable (based on audience, their needs, attitudes, opinions).
objective
I created the online persona “Greenwash Gal” along with a physical installation on my school’s campus to teach passerbyers about greenwashing. Greenwashing is when companies market their products as environmentally responsible, although there is no evidence to prove so. Greenwash Gal is an Instagram profile aimed to teach people about greenwashing and what they can do as consumers to change the market. The Instagram account (@ greenwashgal) holds a consistent personality in the language, color palette, and imagery. The tone is warm and lighthearted—like a friend texting you—yet cool and modern. The goal of the installation was for passerbyers to interact with the physical installation by taking a hanging card. Passerbyers could open three different cards about greenwashing and scan the QR code to find the Greenwash Gal Instagram account. The objective for the Instagram was to reach as many people as possible, driving traffic to the account.
results
Students took all 200 envelopes from the installation within the first two hours. Students were able to scan the QR code and interact with the posted content on Instagram. They were able to reach resources such as articles, lists of brands to avoid, educational Tik Toks, and examples of greenwashing. I succeeded in educating people on greenwashing through the Instagram account before and after the day of the install, as well as reach people outside of the PLNU community.
deliverables
Visual communications installation, Instagram profile complete with stories and posts
portfolio 2022
holland
42
category Brand Identity Program
year 2021-2022 photography Holland Keller
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portfolio 2022
holland
Informational cards designed to fit into a 2.25”×3.5” envelope. Envelopes were hung from a tree by clothes pins so that passerbyers could easily take them as they went by.
category Brand Identity Program
D O N T
F O G E T
year 2021
T O
O R D E R
Y O U R
photography Holland Keller
F A V O R I T E
W onderful
C O L O R F U L
I N S P I R E D
C O LL EC T IO N trying or new colle ction
N E W
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portfolio 2022
holland
A R R I V A L
T H I S
S P E C I A L
O F F E R
R
O R D E R
N O W
D O N ’ T M I S S
O U T
S PE C I AL
PRICE
60
%
OFF
Y O U W I L L G E T A N A M A Z I N G D I S C O U N T
I S
A V E L I A B L E
BRA N D W W W . B R A N D . C O M
Seamless Instagram post. The graphic is continuous as it is swiped. This was posted to promote “GWG IRL,” or “Greenwash Gal In Real Life,” which was when the installation was set up for the public.
category Brand Identity Program
year 2021
photography Holland Keller
48
The Greenwash Gal Instagram account is complete with resources: reposted articles on greenwashing, examples of greenwashing in stores, Tik Toks, and podcast episodes that deal with greenwashing, Each post within the feed serves as a resource for information on greenwashing in an approachable and friendly way.
portfolio 2022
holland
category Content Creation
year 2021
photography Holland Keller
Set & Stones client
Set & Stones is a women owned and operated jewelry company based out of San Diego, California. Established in 2016, the collection can be found in retailers worldwide.
objective
Working with Set & Stones as a Content Creation and Photography intern, I created Instagram content in the form of stories, posts, and reels. I photographed lifestyle, flat lay, and professional product images for the e-commerce website, emails, and all their social media platforms. I created two marketing cards, using color and copy to match the tone of their brand. The marketing cards were used within their packaging. During my internship, I collaborated with the owner and founder to create a linesheet for the Spring 2022 collection. The linesheet consists of product images and descriptions for their retailers, Nordstrom and Anthropologie, to review. I also created Instagram stories for the entire month of December, which included highlights of best selling products, gift guides, and interactive stories, such as “Holiday This or That.”
results
I created content for Facebook, Instagram, LinkedIn, and setandstones.com. I successfully created two marketing cards that were printed and sent in all packages that matched the spirit and values of the brand. I completed the Spring 2022 linesheet with my photography and design, and it was used by the owner and founder to communicate their new collection to Nordstrom. I created 63 Instagram stories for the month of December 2021.
deliverables
Two custom marketing cards, 20 page linesheet, images and social media content.
portfolio 2022
holland
50
category Content Creation
year 2021
52
portfolio 2022
holland
photography Holland Keller
category Content Creation
year 2021
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portfolio 2022
holland
photography Holland Keller
category Content Creation
year 2021
photography Holland Keller
56
The above post is from a lifestyle photoshoot for the Spring 2022 Collection linesheet. Photos were also used for Instagram content, as shown above. The content to the right are Instagram stories created for the month of December.
portfolio 2022
holland
category Content Creation
year 2022
photography Miscellaneous
PLNU Study Abroad client
The Study Abroad Office at PLNU helps students participate in incredible programs in every region of the world, with new locations and programs offered every year. The Study Abroad Office supports, advises, and guides students through their decision and process of studying abroad.
objective
In my position as a Study Abroad Ambassador, I oversaw the Instagram for the Study Abroad Office. After the Instagram had been inactive for one year due to the pandemic, I did a mini brand refresh by creating new standards for the colors and typography, as well as set the tone of all the copy. The goal of the account remains to reach the students at PLNU, create awareness for global opportunities for students, and connect current students studying abroad with students on campus. I created content for Instagram stories and posts, as well as managed our Mobile Journalists, who were students studying abroad this semester, awarded a scholarship through the office to post on our Instagram account from their host countries. On a weekly basis, I communicate with the Mobile Journalist students to help them plan and coordinate their content. I also communicate with past and current abroad students to initiate “takeovers” and student features.
results
I rebranded the @plnustudyabroad Instagram account with new visual assets such as photography, typography, and a color palette. Since I started managing the account in September 2021, I have created new content, increased engagement, and connected with past students to create features with them. Since January 2021, I have reached 108% more accounts and gained 2.9% in followers. The posted content commonly gets shared and saved. From the start of the semester, I have been able to connect with current students abroad to feature them on the page or organize Instagram takeovers.
deliverables
Brand assets, Instagram posts and stories.
portfolio 2022
holland
58
category Content Creation
year 2022
60
portfolio 2022
holland
photography Miscellaneous
category Content Creation
year 2022
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portfolio 2022
holland
photography Holland Keller
Seamless Instagram post. The graphic is continuous as it is swiped. This was posted to celebrate the past two years of student travel through the Study Abroad Office, and celebrate the students who are going to travel in the coming year.
category Content Creation
year 2022
photography Miscellaneous
64
Above is the PLNU Study Abroad Instagram profile, designed to match the PLNU brand colors while taking on it’s own brand identity with the modern and clean elements of typography and color. To the right are past Instagram posts that follow the brand standards.
portfolio 2022
holland
thank you I created this portfolio alongside so many amazing people. I mentioned before that I love collaborative work, especially in a creative environment. For the past four years, I’ve worked alongside peers that have inspired and encouraged me in my design practice. Someone who deserves all the praise and hot chips in the world is Courtney Mayor, my design professor who has partnered with me over the years. She works insanely hard with each of us, and I really appreciate the way she brings excellence out of each of us through her insights and critiques. I owe a big thank you to my mom and dad, who cheered me on when I switched my major to graphic design. Thank you to my boyfriend Ryanyou’re the best. I owe big shoutouts to the people I met in my internships that took me under their wing: Angie, Reed, and Natasha. And thank you to my proofreaders, Kenna and Kim. Thank you to my incredibly talented friend, Jailyn, who took my portraits.
design Holland Keller printer Clearstory paper Matte 110 binding Flexbind Layflat