DESIGN WITH PERSPECTIVE
DESIGN WITH PERSPECTIVE BY JODY METZGER GRAPHIC DESIGN 2011
BOOK DESIGN, ART DIRECTION AND CURATING DESIGNS, JODY METZGER www.jmdesign.com PRIMARY PHOTOGRAPHY DESIGNS, JODY METZGER FONTS DIN Š 2011 by JM Publishing All rights reserved. No part of this book may be reproduced in any form without written permission of the copyright owners. All images in this book have been reproduced with the knowldege and prior consent of the artist concerned and no responsiblity is accepted by producer, publisher, or printer for any infringement of copyright or otherwise, arising from the contents of this publication. Every effort has been made to ensure that credits accurately comply with information supplied. We apologize for any inaccuracies that may have occurred and will resolve inaccurate or missing information in a subsequent reprinting of the book. First published in the United States of America by JM Publishing, a member of RMCAD 343 Van Gordon St. 15-382 Lakewood, CO 80228 Telephone: (801) 949-2240 ISBN-13: 978-1-5923-551-4 ISBN-10: 1-59235-551-8 Printed in USA
DESIGN WITH PERSPECTIVE BY JODY METZGER GRAPHIC DESIGN 2011
Design with Perspective
Written, compiled and designed by JODY METZGER
IT’S ALIVE Welcome to my Frankenstein This monster is my opportunity to share with you who I am, where I am coming from and show a few samples of my babies–Design that is. Created and developed with love, my design projects are an extension of my personality and how I think.
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S about me 13 about me 15 what is important
my work 17 23 31 41 53 81
social issue campaign book design identity design package + brand web design
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ABOUT ME
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I traded combat boots for a backpack, a delicous apple and design...the best decision I ever made.
DESIGN WITH PERSPECTIVE
Somewhere between a camera lens and combat boots, design and communication became my life. A 10-year Army veteran, my career consisted of being a photographer, writer, editor and designer. Through experiences in life and in design, my eye for detail and composition has afforded me the opportunity to see all sides of a situation and think on my feet while bringing a unique perspective to design. I think of myself as creative, free-thinking, quarky–the coolest person I know. I have a defined sense of dry humor, adventure, conceptual design and am extremely focused. I am passionate about design because it gives me the opportunity to communicate awareness through visual impact. As designers, it is our social and moral responsibility to solve problems through an innovative approach. …and most importantly–style.
Powerful designs bring awareness
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My work is inspired by you–the individual who makes up a whole. This collective design book is inspired by psychology and social influence of people in their tribes. It also calls to the very nature of human beings and is depicted in gestalt principles. Here we are able to break down the groups or tribes by visual perception. Day in and day out we never seem to identify why we are so similar and different at the same time. Bringing individuals together with a diverse group of people speaks directly to the Gestalt theory. “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea... People want connection and growth and something new.” –Seth Godin “The best way to influence change is by listening to and learning from those around us.” –Jody Metzger
Make Design Matter Great design always has a reason for being. The nature of a conceptual, well thought out design is capable of having a life of its own. Designs that become part of a culture from a brand, color and typography are the major components to any design. But designs that speak to and relate to the individual can influence a culture to become timeless.
The Gestalt theory is a psychology term meaning “unified whole.� The theory describes how people
tend to organize visual elements into groups when certain principles or unified wholes are applied.
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toxic waste 50,000 dumps 185,000 open pits 88 billion pounds
EVERY YEAR
Project social issue poster design Illustrator | photoshop
TOXIC
Real people. Real problems. 19
Who’s responsible? I strongly believe that as designers we have a great deal of power. Communication becomes our weapon over the ignorant and cruel. Victor Papanek, designer, writer and inventer brought this concept into perspective for designers. “Design is a conscious effort to impose meaningful thoughts.” -Papanek As designers, we have the opportunity to bring awareness with a forced connection of words and graphics to create an accelerated purpose and meaning. The Toxic Waste Posters are an acknowledgement of the current social issues.
50,00 0 185,0 dumps 0 88,00 0 open p its 0 pou nds
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TOXIC
What illing
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A product of designing for many instead of designing for money.
to ris k ?
Project social issue poster design Illustrator | photoshop
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campaign posters Through design and its application, communication delivers a powerful message of how bullying and its many forms has become a staple in society, one that is producing an insensitive and uncaring breed of people.
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Project BULLY Campaign posters Illustrator Photoshop
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my work is inspired by you–the individual who
campaign posters shine light on bullying makes up a whole. BULLY is a collection of campaign posters that explores the negative behaviors existing in bullying. The presence of bullying in the American education system is an unnecessary and painful experience. By revealing the internal psychological damage that bullying can do, researchers are recasting it not as merely an unfortunate rite of passage, but as a serious form of childhood trauma that continues into adulthood. My design consists of a series of posters for a campaign that illustrates how the characteristics of bullying in the school system can effect the psychological well-being of society as a whole.
“As unpleasant as it is to be trapped by past mistakes, you can’t make any progress by being afraid of your own shadow during design.” -Greg Hudson
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Bully
Commonly, bullying is looked at from the victims view; in this visual thesis all sides of behavior–victim and bully are examined.
29 Project CAMPAIGN photoshop Illustrator
Bully
Design builds a better tomorrow My work explores the social dynamics of clashing personalities and negative behavioral entities that exist in bullying. Not just a schoolyard saying anymore, bullying has extended outside the
educational system and has continued into the workplace. I challenge Americans’ passive acceptance to the social cruelty of bullying in schools by examining the psychological effects.
By seizing this moment we choose to build a legacy that will change this institution and the lives of many people for generations to come.
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visual sequence Like a rhythm or beat to music, the visual language becomes tangent and alive to the reader.
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Project MORRIS SUMMER book design Photoshop Indesign
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The Second Life for Morris Summer In the early 1890s, the West Colfax Jewish immigrant neigborhood recieved a vast influx of impoverished immigrant Jews who came to “chase the cure,� seeking remedies for tuberculosis. In 1903 a group of Jewish working
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class immigrants banded together to form the Jewish Consumptives Relief Society to treat all stages of the disease.
This Story is a tribute to the JCRS and is illustrated by a patient named Morris Summer who received their aid during a time when he needed it. Though this story is based on an actual person, fictious events have been inserted. His story is one from thousands of patients cared for by the JCRS.
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MORRIS
Project BOOK DESIGN Indesign Photoshop
On the road he began, through life and through struggle seemed to merge into this one long stretch of pavement.
Death was only the beginning.
Project BOOK DESIGN Indesign Photoshop
MORRIS
The visual sequence of the book is a culmination of photos and type treatment. The fast paced action and dialogue seemlessly blend with a visual punch.
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Project Ufonia Project Branding/identity BOOK DESIGN Illustrator Indesign Photoshop
Bully MORRIS
History Inspires Design It is a unique opportunity to write a novel that speaks from the life of a real person. Digging through archived files of JCRS patients, I came upon a patient by the name of Morris Summer. The mysterious man I began to discover was
hidden within thousands of others. I was drawn to his story by the sheer mystery of his past and where he ended up. The story was one that combined the facts from his file with the research of the location and influences
of the time. Crafted with abstract photography and type treatments, the story came alive. As the writer and creator of the story I felt as if I was able to get a glimpse of Morris’s life and possibly give tribute to the man.
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BRANDING EXPERIENCE The identity defines the experience of the user. It is about seizing every opportunity to express why people should choose one brand over another.
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Project UFONIA branding Illustrator Photoshop Indesign
is a social network providing musicians with an opportunity to travel and perform with one another throughout the world. We are passionate about encouraging artists to reach their full potential. The development of the Ufonia brand identity was a total immersion into the music culture. It was a fascinating exploration of the deep seated passion for music and the esprit de corps of the music community. As a designer, building a platform for communities to grow and flourish is the ultimate goal. Ufonia’s mission, purpose and values allowed this to happen. The basis of this project strongly focused on process. Designing the brand experience surpassed the logo and enveloped a dynamic system that calls to the musician. The design products included branding, identity, color, marketing collateral, and design of office space.
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Project BRANDING Indesign Photoshop Illustrator
UFONIA
The experimentation of type lead to the choice of an Avant Garde, medium weight and a type design that mirrored the curving shape of the musical note. This was done by curving the terminals on all of the letter forms.
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The “n� was exchanged for the upside down musical note to simplify the character as well as unifying the shapes.
Project BRANDING Indesign Photoshop ILLUSTRATOR
UFONIA
Ufonia’s experimental stage is based around music. Therefore the identity was encouraged to develop into a system of beautiful but simple marks.
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The musical note speaks volumes to all music types. It demonstrates in a simple mark–music as well as the note becomes the U in a name.
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UFONIA
Project BRANDING Indesign Photoshop ILLUSTRATOR
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Package system A beautifully designed package is a sexy, tangible thing that has the power to turn a want into a need.
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HONEY
B R A N D + A C K A G E P
Project SAVANNAH HONEY 3d packaging Illustrator Photoshop
Project PACKAGING Illustrator Photoshop
Savannah Honey Company Savannah Honey Company delivers the ultimate rebranded and redesigned package system. The persona for this company is Old South, and is influcenced by the decorative Victorian and Art Nouveau style. The beauty of the mark symbolizes these characteristics in the form of a honey bee. The design is infused with swirling, vine like tendrils, decorative colors and patterns reminiscent of its persona. The thought, the concepts, the ideas, the colors, the shape, the type and all the elements of this well-designed package work together to create something more than just a product. It has the power to trigger more than just a monetary reaction, but an emotional one.
Project PACKAGING Illustrator Photoshop
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HONEY
Logo Mark Bridging the Old South with elements of design from Art Nouveau and Victorian the mark takes on the characteristics of a honey bee. The mark is paired with a serif font, Aldus.
Elegance and luxury Elegance and luxury command this premium product.
natural element of honey and combine it with a nostalgia of Savannah’s Old South.
Savannah Honey Company was cultured to resemble the inspiring elements of honey, bees, and Old South style. The aestetic of the products bring the tasty,
Elements of honey comb patterns, curving vines and the symmetry of the logo complete and enhance its design.
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HONEY
Project PACKAGING Illustrator Photoshop
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Project PACKAGING Illustrator Photoshop
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HONEY
BROCHURE DESIGN A spiralling brochure creates an interesting pattern while giving small glimpses of products and company information.
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Project WAWA FOUNDATION 3d packaging Illustrator Photoshop
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Quality Designs for Humanity Voltaire once said, “With great power comes great responsibility.� As designers, our ability to collect information and assimilate it into visual information is a powerful weapon. It is with this power that designers must realize the responsibility they have to practice philanthropy. These private initiatives for public good with a focus on quality of life afford us the opportunity to design for the common good. is an organization dedicated to saving lives in Niger. Its simple campaign delivers its powerful message within a Nalgene water bottle. The name, WAWA ABA comes from a West Africa symbol, meaning hardiness, toughness and perseverance. The foundation partnered with Nalgene enables a marketing campaign engineered to collect money for the Niger cause.
Project PACKAGING Illustrator Photoshop
WAWA
WAWA Foundation Message in a bottle, this package encompasses a social cause and a Nalgene water bottle.
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The symbol becomes the identity mark and design to the bottle. In society, waterbottles have become as important as a watch or clothing. It seems only natural that we bring the brand experience to that of the everyday life.
Project PACKAGING Illustrator Photoshop
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WAWA
The package contains an accordian fold pamphlet featuring images and information of the Niger people.
Design with a purpose It is a unique opportunity to design for a social cause. The stark contrast in the black and white photography enables the product to create an emotional response.
The foundation is focused on bringing awareness to their cause and offering the opportunity for people to show their support by purchasing the WAWA ABA product and additional donations.
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Project MATADOR FILTERS 3d packaging Illustrator Photoshop
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MATADOR COFFEE FILTERS The ultimate packaging experience encompasses branding, cultural and historical references which allows a product to come to life. The concept of Matador Coffee Filters was to take an innovative approach to a simple product. The identity developed from the action of pulling the coffee filter from the package. A common action of a bullfighter is to wave the notorious red cape to incite the bull into charging. Through research and reflection my designs took shape and adapted to a Spanish conquistador, their influences, culture and clothing patterns.
Project PACKAGING Illustrator Photoshop
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MATADOR
Trenton’s unusual look matched the Spanish theme posters yet tended to be unreadable. Because of this I toned down the terminals and balanced the thick curves. The addition of the sword or estoquÊ gave the Matador Coffee Filters a unique twist to the logo mark.
The style of a matador is a flourishing showmanship that has been illustrated in many poster advertisements. Each bullfight announcement poster displays an elongated, condensed and thick typeface that jumps off the page. This Latin American/Spanish style has driven the bold lettering into my design.
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Project PACKAGING Illustrator Photoshop
The development of the package was a combination of research that included matadors, the corrida del torro (arena) and the suit of lights (decorative costume). Each element contributed to the finished package design.
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MATADOR COFFEE FILTERS Fugitate ntiaspe rnatur saeseni hitiasi tionemque coribus et volum eatum eniam autem susantiassi volorerum facepre ptatusandae doluptas veliae por acit acea earchiciaepe cusandit earum que nonece-
seque nectatem et, ipsuntur, quis nesedisin resequatus eium quaspernam faccat. Cesto qui incid quatur am qui consed quat et, ulpa samet ipitia velita dolorum enienis dollacea qui blaccustem et laciam quia
Project PACKAGING Illustrator Photoshop
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MATADOR
The Matador Coffee company’s motto: ONE PULL, NO BULL promises one filter every time.
THE STORY BEHIND THE PACKAGE
Olé! says the matador as he flashes his cape toward the charging bull.
For the average sleep deprived coffee drinker the sight of clumped, unrelenting filters is just as daunting as a charging bull. Matador coffee is a small family business started in the village of Morro Sao Paulo during the reign of Pablo el Heffe.
It is said that when el Heffe fought in the corrida del toro, he held an estoqué sword in one hand and a cup of coffee in the other. With Matador Coffee filters you will be able to conquer your own bull. *Estoqué not included.
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MUSIC TUTOR Web design is art wrapped up in technology.
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Project MUSIC TUTOR interaction + branding Illustrator Photoshop
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Music Tutor live feed connections A social network is a social structure made up of individuals or organizations who are able to ‘connect’ to friends, family and relationships with similar common interests. This being said, in our current society, the digital realm has taken over much of our communication. From Facebook to video conferencing, human beings have reached a comfortable, more active role in being involved with different groups. This establishes a common basic goal for all humans. A community or a tribe is connected to one another by the need to have a connection and growth and something new. It is for this reason that I have created a website that serves this greater ‘tribe’ and allows a community to awaken and thrive.
Project WEB DESIGN Illustrator Photoshop
MUSIC
As a collaborative website, Music Tutor celebrates the opportunity to bring individuals together for the common love of playing guitar. In this mark, I used guitar picks to create the bodies of three people.
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The logo recalls the social networking marks–illustrating a digital community.
We All Have Dreams They define us and give hope to new realities. While dreams give us dimension and passion, they also seem impossible when life gets busy. This book is for all the dreamers in the world
who have wanted to learn to play an instrument. This website invites clients to take the next step to accomplishing this dream. While learning to play a musical instrument is fun and exciting, it is also hard work.
The music lessons are delivered through a live feed channel that allows the customer to have a more personal, individual instruction–just as if they were in the classroom– but on their own schedule.
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MUSIC
Project WEB DESIGN Illustrator Photoshop
Music Tutor site map encompasses signing up, logging in, scheduling lessons, downloading software, taking lessons, social networking and recording lessons and practices.
Music Collaboration on the web gives an infinite ability to connect, collaborate and produce music while being in different locations. Pulling research from several music based web programs and the needs and demands of the community, I found the development for this company to take shape.
1. Learning anything takes time and instruction. 2. Music tutors online are recorded and do not have the personal connection. 3. Musician based websites isolate customer because they do not offer a form of social interaction (social network) for aspiring artists to meet.
This site gives customers the opportunity to sign up, take classes via live feed, record lessons and also meet and practice with others.
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Project WEB DESIGN Illustrator Photoshop
The process of Music Tutor development had several research phases, including: defining the problem, personas, competitive tutoring sites and design. The color palette I chose to work with is a combination of abstracting colors from musical instruments as well as the bright colors of stage lights. By incorporating these colors Music Tutor Website is fun and inviting to new memebers and a contrast to other music sites which are known to be dark and cluttered.
Project WEB DESIGN Illustrator Photoshop
MUSIC
Creating a Music Tutor account There are 7 steps to creating an account.
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1 Shows the landing page. This page has a navigation bar, the logo, a welcome, a sign in bar at the top for current users and an advertisement for the application’s ability to perform on iphone and an ipad. The last element prompts the user to join now. It is the main focus of the composition becasue of its largeness in scale. 2 Shows a sign up document where the user will fill out their information. In this step, the user is notified that the website is free to join, but with upgrades for purchase they can take lessons with an instructor. 3 There are 4 options for upgrades packages: free, rockstar, awesome and cool. The pricing is dependent on how many lessons they are interested in taking.
Downloading the application 3 steps to downloading the application 1 The application download allows the user to choose what operating system they would like the program to download to. 2 After selecting the Mac version, the application is ready to download. On this page, a visual tutorial shows the user how to download. Once the application has downloaded, the user will use their mouse to drag the Music Tutor icon into their applications folder. 3 Once the download has completed, the user is presented with the next screen of a welcome video and suggested tutorials.
Project WEB DESIGN Illustrator Photoshop
MUSIC
Music Tutor application on your computer
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Music Tutor
MUSIC TUTOR
tutor profile
MUSIC TUTOR
jody metzger’s friends SEARCH BY NAME
As a trained musician with a degree in music as well as a wealth of professional playing experience, Henri Bresson offers a unique perspective to Gibson's Learn & Master Guitar students, both as an accomplished guitarist and a passionate educator.
Jody’s Account Tutor
profile MT Friends
Henri Bresson Electric Guitar Tutor
Bresson's broad and varied playing experience runs the gamut from playing guitar with a symphony orchestra, to jazz big bands, to performing with Grammy-winning artists like Donna Summer, Michael W. Smith, The Fifth Dimension, Israel Houghton, and Tommy Sims (producer, renowned bass player for Bruce Springsteen and co-writer of Eric Clapton's Grammy-winning song "Change the World"). As a studio musician, Steve's recorded guitar work has been featured in promotional campaigns for Coldwell Banker, Prudential, and the World Cyber Games. He has performed with platinum-selling country music artist, Bryan White, as well as with Darlene Zschech & Hillsong, the Katinas, Jonathan Pierce, and many others including GMA Dove Award winners Natalie Grant, Ron Kenoly and Don Moen.
Jody’s Account Tutor
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SLC
SMS | email | video
Clay Allison Warren Marshell Angela Murdock
JAN NORDA SLC
SMS | email | video
Jan Norda Mara Stitt
BETH KAISER MI
Music Tutor
MUSIC TUTOR
TYPE A FRIENDS NAME
ANGELA MURDOCK
MT Friends
SMS | email | video tutor session
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Music Tutor
SMS | email | video
Music Tutor
angela murdock
MUSIC TUTOR
Jody’s Account
SLC ACCOUSTIC GUITAR
Jody’s Account
Tutor
ANGELA is an aspiring accoustic
Tutor
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Live Feed calling Angela...
guitarist whose hobbies include
MT Friends Clay Allison Warren Marshell Angela Murdock Jan Norda Mara Stitt
riding her motorcycle, watching movies and walking her dogs. She owns a pet salon and has graduating with a masters degree in city planning.
MT Friends Clay Allison Warren Marshell Angela Murdock Jan Norda Mara Stitt
SMS | email | video
1 Found under the tutor tab, this screen shows the tutor profile and bio. 2 The MT Friends tab, the user is able to look up friends, find out whose online, instant message and live feed video.
3 Selecting a friend will bring you to their profile page. It also gives the user the option to sms and video practice. 4 When the user selects the video feed, Music Tutor will begin dialing.
This is a full screen view. Once the friend or tutor picks up, the user has the option of selecting the cross arrow icon for full view format.
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MEOWSER
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Project MEOWSER web design + branding Illustrator Photoshop Dreamweaver
Project WEB DESIGN Illustrator Photoshop Dreamweaver
Playful and contemporary, Meowser Pet Salon promises a visual aestetic that contrasts with other pet grooming sites. The design and logo has a genuine playfulness that is reminiscent of animals at play.
Project WEB DESIGN Illustrator Photoshop Dreamweaver
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MEOWSER
LOGO DESIGN The mischievous cat is peaking out from the word mark. The connection of the business with a playful action forms the persona of the company.
Meowser Pet Salon
Meowser Pet Salon is a small business Unlike most grooming websites, Meowser Fugitate ntiaspe rnatur saeseni hitiasi autem volorerum facepre company that is committed to providing is a susantiassi contemporary, high quality salon. tionemque etand volum eniam high coribus quality cat dogeatum grooming services. ptatusandae doluptas veliae por acit acea
Designing with perspective is partially creativity and innovation, but primarily knowledge and awareness.
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