JANIE MCRAE Graphic design • Spring 2020
OVERVIEW AND SNEAK PEEK
2
PATTERNS
COYPWRITING
RESEARCH
4–9
10–11
12–15
BRANDING
PUBLICATION
EXPLORATION
SAY HELLO
16–17
18–19
20–21
22
3
AMBLE TEXTILE CO. HOME TEXTILES
FINDING A PATTERN CHALLENGE + SOLUTION
I tasked myself with creating a line of home textiles that bridge the gap between classic design and modern homes, by integrating custom patterns and tactile details. The solution includes aprons, dish towels, potholders, table runners, and napkins that introduce a new generation to reusable kitchen textiles.
5
TRADE GOTHIC NEXT LT PRO BOLD COMPRESSED ABCDEFGHIJKLMNOPQRSTUVWXYZ BRANDING TAGS + TYPOGRAPHY
The use of a simple typeface, Trade Gothic, evokes the hardworking nature of the products. Packaging was also kept simple to avoid excess waste. The tag layout is consistent across all of the products, with the color of the tag changing to correlate with an individual textile good.
6
Trade Gothic Next LT Pro Compressed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Right, below: The textiles are styled paired with other classic, hard working kitchen staples such as cast iron skillets, dutch ovens, and hand made ceramics.
SPREADING THE WORD CATALOG
As the first printed place that customers interact with a company, a catalog introduces consumers to a brand. This edition of the Amble Textile Co. catalog focuses on napkins and table settings for Spring.
7
Left: The development of the catus pattern from a traditional repeat to a modern line drawing.
THE PATTERNS DEVELOPMENT + PROCESS
The diverse line of products includes napkins, potholders, dish towels, table runners, and front aprons. Four patterns are used across all the textiles—two were based off of classic designs, and two were developed as modern counterparts.
INSPIRATION
I’ve grown up surrounded by home renovation and interior design. My parents started adding onto our home about twelve years ago, and the long labor of love was made even longer when we experienced a house fire two years ago. Our house is still a constant construction zone—but I love it. Designing the spaces we live in, choosing every little detail, and pouring love into old houses are some of my favorite things to do.
9
OURTIME: DATING OVER 50 MAGAZINE AD CAMPAIGN
KNOW THE PEOPLE IDENTIFYING WITH A GENERATION
OurTime is an online dating site catering to folks over fifty. This four-part, type-driven magazine campaign plays with the positive and negative side effects of aging. Common ailments associated with aging are turned on their heads, including hypertension, indigestion, arthritis, and arrhythmias. The ads include a call to action, encouraging people to sign up and create an account.
10
Clockwise from top: The fiber market share, showing polyester as the main competitor; The four micro-segments; The benchmark means determined from national surveys, showing a lack of loyalty and knowledge to cotton.
THIS IS COTTON MARKETING RESEARCH
TEACH THE TEENS CHALLENGE + SOLUTION
As part of a nationwide competition hosted by the Amerian Marketing Association, our team was tasked to build a marketing plan for Cotton Incorporated targeted at 13-18 year olds. Our solution was an education campaign: This Is Cotton. With the goal of teaching teens that cotton is a sustainable, comfortable, and versatile fiber, we created an interactive and engaging campaign. RESEARCH PROCESS
The first stages of creating the marketing plan were all research. We conducted four focus groups and sent out two national surveys, reaching almost 600 people. Results of the research all pointed toward one thing— members of Gen Z have no idea what cotton is or what it is used for. We identified four microsegments to target in marketing materials.
13
CONSISTENCY SOCIAL MEDIA
Focusing on social media is key to target 13-18 year olds. Filters on Snapchat and Instagram can change seasonally and be location specific. In these examples, Snapchat is advertising cotton flannels for Autumn while Instagram is sharing facts relating to cotton for Major League Baseball’s Opening Day. Existing brand partnerships, as with American Eagle, are shared through Instagram posts. BANNER ADS
As part of the education campaign, This Is Cotton, we introduced a new tagline, Worn by All. Banner ads are a cost effective way to engage teens as well as provide a direct link to the microsite. BRAND GUIDELINES
Cotton Incorporated did not have any existing brand guidelines, lacking both a color palette and typefaces. The new system includes a palette relating to nature, as well as typography with both organic and sans serif options.
14
Left to right: Snapchat filter that applies a flannel for Fall; Instagram filter sharing baseball facts for MLB’s Opening Day; Instagram post for American Eagle, featuring the partnership with Cotton for denim
EDUCATION HUB MICROSITE
A separate webpage home to everything educational and entertaining. Through linking social media accounts, featuring videos, posing trivia questions, and sharing fun facts, the microsite is an interactive hub for learning about cotton. SPOKESCHARACTER
As the new face of Cotton Incorporated, the spokescharacter is a budget friendly way to create a brand persona. It can be expanded to fit an array of situations, as the pants change color and the character can be shown performing various activities. We tested different versions of the spokescharacter in nationwide surveys, to make sure it would appeal to Gen Z.
15
LOGOS CREATING AN IDENTITY
Left to right, top to bottom: BIG SKY YOUTH EMPOWERMENT
Nonprofit offering teens mentorship and development through the outdoors. KALEIDOSCOPE YOUTH THEATER
Nonprofit giving students access to theater, drama, and music. THE WESTERN CAFE
A staple of downtown Bozeman, known for the cattle brands displayed inside. THE PILL CLUB
A delivery service focused on making birth control easily accessible. SAGE LEARNING CENTER
Tutoring and educational assistance for students who need a little help. SOLACE
Studio specializing in hot yoga and barre. CATEYE CAFE
A local cafe named after the founder’s infamous cateye glasses. STOCKMAN BANK
As Montana’s leading agricultural bank, the logo reflects tractors and fields. GREAT HARVEST BREAD CO.
Bread products created from wheat grown in Montana’s Golden Triangle.
16
ALLORA MAGAZINE SPREADS
FASTIDIOSO HOTEL HAND LETTERING + LAYOUT
As part of a semester abroad in Italy, we created a magazine, Allora, to document our experience. Inside, a spoof hotel ad for the Fastidioso Hotel—or, the Annoying Hotel—sums up all the little things that got on our nerves as we were hotel hopping. The page pulls inspiration from Italian lettering and vintage hotel ads. The ad was created with Sarah Budeski and Matthew Biasotti, and is shown with the cover of Allora—which was designed by other classmates.
18
OH, THE PLACES WE WENT ILLUSTRATION + WRITING + LAYOUT + PHOTO
As one of the first things readers encounter in Allora, the spread features a map tracing our journey across Italy. Tracking not only where we traveled, but what art periods we were studying in each location, the map introduces readers to the experience of spending three months in Italy.
BAROQUE THEN & NOW WRITING + LAYOUT + PHOTO
A collaborative spread, I partnered with Sarah Budeski to compare the Baroque period of the 17th Century to modern artists exploring the same themes. We co-wrote the article and I incorporated the illustrated elements into a cohesive layout that visualizes the drama that has captured imaginations for centuries.
3 MONTHS AND A BACKPACK ILLUSTRATION + LAYOUT
An editorial spread giving advice and addressing frequently asked questions about studying abroad. The lighthearted, colorful illustrations relate to the article—for example, the lady on the left is perched on a stack of things to pack and all your laundry is hung to dry, even your underwear.
19
ANALOG METHOD EXPLORATION
An exploration of making things by hand instead of digitally. I love incorporating traditional methods of screenprinting, letterpress, cyanotype printing, and bookbinding into my design process. Left: Mixed media illustration combining realistic florals with abstract shapes. Middle: Print mixing letterpressed type and a screenprinted floral design. Right: Cyanotype print produced from a digital negative of a Montana landscape.
20
HOWDY! Born and raised in small town Montana, I thrive in close-knit communities built on personal relationships. I’m currently designing out of beautiful Bozeman, where I attend Montana State University and am a full-time plant mom. While honing my digital design skills, I also enjoy exploring analog processes. Between letterpress, screen printing, ceramics, bookmaking—my nails are always dirty. My love for hands-on design extends to the places that we spend our time in. Growing up, our home doubled as a construction zone. Twelve years of perpetual renovation and redesigning led to a passion for crafting the physical space around us through textiles, tile, and more. GIVE ME A SHOUT If you have a project in need of design help— or just want to pop in and say hello—reach out! I’d love to hear from you. WEBSITE
janiemcraedesign.com EMAIL
janiemcraedesign@gmail.com INSTAGRAM
@janiemcrae
22