Kaitlin Karchefski Graphic Design Portfolio by Kaitlin Karchefski

“My emotions made me abandon my style.” ANDY WARHOL

KAITLIN KARCHEFSKI

PROJECT ONE

OVERVIEW The SAGE project connected design students to organizations in National City who were in need of identity and branding to help bring more interest to the area. In the end, the goal was to create a new logo and brand assets (color palette, typography, imagery) that represented the organization’s mission, while still having a modern design. Touch points such as signage, web pages, and stationery were created to bring the assets to life and explain how the standards would be applied throughout the organization. SOLUTION The brand of the Martin Luther King Jr. Community Center is inspired and influenced by the 1960’s Civil Rights Movement and the design aesthetic popular during that period. By combining the historical aspect of the 1960’s and Martin Luther King Jr. to modern design, the brand is appealing to both the older and young generations, in order to bring both groups together to enjoy the community center with all it has to offer. ATTRIBUTES Inspirational Sophisticated Historic Organized

IDENTITY DEVELOPMENT Sketches, Explorations, & Final

The concept behind the MLK Jr. Community Centerâ&#x20AC;&#x2122;s logo was to use make an identity that represented parts of a community coming together with an image with Martin

MARTIN LUTHER KING COMMUNITY CENTER

Luther King Jr. Different colored blocks depict the individual people of National City, and the single image of King that they create together represent unity in the community.

MARTIN LUTHER KING COMMUNITY CENTER

BRAND ASSETS Color, Typography, & Imagery

Pantone 7485 C 9 M 0 Y 18 K 0 R 232 G 242 B 216

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Pantone 178 C 0 M 70 Y 58 K 0 R 243 G 113 B 99

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Pantone 303 C 100 M 47 Y 22 K 82 R 0 G 29 B 52 Pantone 141 C 0 M 16 Y 65 K 0 R 255 G 213 B 115

ABCDEFGHIJKLMNOPQ RSTUVWXYZabcdefghij klmnopqrstuvwxyz 123456789!@#$%&*

KEEP DREAMING KEEP DREAMING Gotham Book Bold

The imagery used is to connect the career and life of Martin Luther King Jr. to National City’s community. This is done through specific images taken from King’s career that are

inspirational and show how he was able to unite all types of people to work together and support a cause. The 1960’s themed colors and photo treatment add to the historical

aspect of the center. Overall the images create a sophisticated and fun environment for people of all ages.

TOUCH POINTS Communications Package

TOUCH POINTS Posters

TOUCH POINTS Website

To emphasize the community aspect of the center, the landing page is largely devoted to images of people participating in events at the center. Bright colors and bold typographic

statements are used to motivate visitors to join classes and organizations located at the MLK Jr. Community Center.

TOUCH POINTS Brochure

The brochure utilizes the brand assets of imagery and color overlays, in order to make what would be a standard informative pamphlet, interesting and fun.

PROJECT TWO

OVERVIEW The Warhol Book project features a chapter from Andy Warhol’s book, The Philosophy of Andy Warhol (From A to B and Back Again), and creates a visual interpretation of the text involving grid systems. Imagery could also be included to support the grid system and concept overall. SOLUTION Because Warhol’s voice in the chapter is very fast paced, random tangents often interrupt his main idea and thoughts. The grid system is meant to work as a sort of puzzle and represent the author’s way of writing. The small column width and seemingly random spacing help add to Warhol’s voice and the emotion in the text. Letters are organi ed to interrupt the flowing copy, and make up quotations from the text, explaining the concept of the chapter. mages of romantic films are used to support the text and represent what Warhol refers to as “Fantasy Love.” ATTRIBUTES Spontaneous Dramatic Fun Clever

WARHOL BOOK ASSETS Color, Typography, & Illustrations

LOVE

Pantone 262 C 58 M 92 Y 12 K 54 R 81 G 40 B 79

LOVE

Pantone 7723 C 69 M 0 Y 54 K 7 R 80 G 166 B 132

LOVE

Pantone 1935 C 1 M 100 Y 55 K 6 R 197 G 0 B 62

LOVE

Pantone Red 032 C 0 M 86 Y 63 K 0 R 203 G 51 B 59

LOVE

Pantone 7548 C 0 M 12 Y 98 K 0 R 255 G 198 B 0

LOVE

Pantone 660 C 88 M 50 Y 0 K 0 R 64 G 126 B 201

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ABCDEFGHIJKLMNOP QRSTUVWXYZabcdefg hijklmnopqrstuvwxyz

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FANTASY LOVE

REALITY LOVE

FANTASY LOVE

REALITY LOVE

Monotype Modern Wide

Gotham Book Bold

In order to incorporate an Andy Warhol feel to the book, bright colors and outlines were added to the romance film stills that are placed throughout the layouts.

WARHOL BOOK Spread & Fold

Folds were added in the book to create a hide and reveal effect. When the folds are closed they symbolize real love, which is not as exciting as people think it is. The open fold was

meant to represent peopleâ&#x20AC;&#x2122;s underlying expectation of love, as popularized in media, entertainment, and movies.

WARHOL BOOK Spreads

MACRO BROADSIDE Final

PROJECT THREE

OVERVIEW Whiskey is typically an alcohol that is associated with an older audience, this tradition and aging are the keys to good whiskey. Most of all, whiskey brands are almost always marketed and branded with men in mind. The idea of this project was to create a whiskey brand created solely for women. Feminine qualities would be combined with the old traditions of existing brands and incorporate a more contemporary touch. SOLUTION The name Friskey Whiskey alludes to the overall feel and attitude of the brand. Hand illustrations combined with digital execution helped create a bridge between old tradition and what is considered modern today. Flavors based on promiscuous women in history add to the feminine attraction of the product. verall the brand is targeted to confident independent women that are interested in having a good time, along with those that need a little liquid courage to become that person. ATTRIBUTES Flirty Modern Vintage Sexy

IDENTITY DEVELOPMENT Sketches & Final

The concept of the logo was to mimick the feeling one gets when they are under the influence of whiskey. Some letter forms have pieces missing, while others have extra connections to the letters

next to them. This is to show the memory lapse from drinking too much. The swashes symbolize the fun, yet chaotic high that happens when someone drinks too much.

BRAND ASSETS Color, Typograhpy, & Illustrations

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FEELING FRISKEY FEELING FRISKEY Adobe Caslon Pro Regular Bold

The illustrations in the brand connect with the traditional lables on old whiskey. A lot of detail went into these drawings in order to get the linework right for each drawing. First, each illustration was created

by a making a detailed drawing of each character. Then the drawings were traced over with an ink pen to get rid of some of the unneccesary shading. The drawings were then scaned and put into photoshop.

In photoshop the darkest areas were selected to be filled with black to make the final result a detailed outline of the original drawing.

TOUCH POINTS

Bottle Lable, Coasters, & Website

Website

PROJECT FOUR

OVERVIEW Masks is the title and focus of an exhibition at the Mingei Museum in Balboa Park. For the project, students had to create a brochure for children and adults as a way to interact with the exhibit and learn about different cultures and their masks. Illustrations of the masks were mandatory along with three or more interactive activities as the visitors are viewing the exhibition. SOLUTION Charcoal drawings were used as the basis for the illustrations in the brochure. The charcoal allowed for a large amount of detail and a good texture that resembled an aged look that connected directly to the look of the masks. A bright color palette was chosen to appeal to the young children that would be participating in the activities with their parents. Along with the brochure, banners and a wall display to introduce the exhibition were created to add depth to the project, and to show a broader use of the illustrations and other assets already defined in the brochure. ATTRIBUTES Cultural Informative Entertaining Interactive

EXHIBIT ASSETS Color & Typography

Selections from the Permanent Collection

Pantone 5856 C 9 M 3 Y 37 K 10 R 203 G 199 B 147

Pantone 3145 C 100 M 10 Y 29 K 20 R 0 G 119 B 139

Pantone 7533 C 37 M 53 Y 68 K 83 R 71 G 55 B 41

The logo for the exhibition was hand drawn to go with the overall handmade and personal characteristics that all the masks embodied.

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MASKS EXHIBIT MINGEI MUSEUM MASKS EXHIBIT MINGEI MUSEUM Adobe Garamond Pro Regular Bold

Gotham Book Bold Bold Italic

EXBIBIT ASSETS Illustrations

TOUCHPOINTS Discover Guide Spreads

TOUCHPOINTS Discovery Guide & Poster

The illustrations of the mask were created with charcoal for a rough texture to show the antique and worn look the masks had. The outlines of the masks create a versatile element that could

be used in multiple ways with multiple backgrounds and sizes. The strong line work also allows them to be seen at almost any size with no loss of detail.

TOUCHPOINTS Banners

The banners showcase the versatility of the illustrations and have a playful feel to them with the different use of layout and colors. They were designed

to be engaging and have a dimensional quality created by different overlays of the masks as well as size differentiation.

TOUCHPOINTS Exhibition Space

PROJECT FIVE

OVERVIEW This is a personal project that is a study of the human face with drawings and paintings of famous musicians, actors, and other well known figures. The goal of the pro ect is to e periment with different techni ues and mediums to create an accurate representation of their face personality and emotion. SOLUTION Famous people were chosen to be the subjects of the piece because they are recogni able to the public. workâ&#x20AC;&#x2122;s success depends on how many viewers can recognize the subject, so it is important that subject is well known. raphite and oil paint are the primary mediums used in this project as these provide great detail and fle ibility in the e perimental process. ATTRIBUTES Nostalgic Intriguing Beautiful Cultured

DRAWINGS

Traditional comic book illustration is a strong influence with the thick line that surrounds certain areas of the face and body. The contrast between the thick outline and the detailed

faces emphasizes dimension in the drawing along with the vignette background, which makes the subject appear to be popping out of the page.

PAINTINGS

For each oil painting, graphite is used to lay out the composition and show where most of the detail and shading will occur. Next comes the wash, which

sets the background tone of the image. Finally thicker paint and multiple colors are added and layered to create a textured look as well as create more dimension.

Each painting has a unique style based on the subject. This gives more room for interpretation of the piece for the artist and the viewer.

PROJECT SIX

OVERVIEW The experimental typography project’s goal was to create a word using out-of-the-ordinary objects to help create a statement about the word itself. Then the word had to be applied to a campaign that helps in social sustainability, or brings awareness of a problem that is current in our world today. SOLUTION Tape was used for this project to cut out the words ‘Mental Illness’. The tape gave a creepy, straightjacket texture that expressed the words well. Also the scratchiness of the letterforms gives a feeling of uncertainty that could be associated with a mental illness. The campaign was created to bring awareness to issues around mental illnesses with use of a poster, a brochure, and a billboard. ATTRIBUTES Unnerving Creepy Expressive Dark

MENTAL ILLNESS CAMPAIGN Color, Typography, & Explorations

Pantone 303 C 100 M 47 Y 22 K 82 R 0 G 42 B 58

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ANXIETY ANXIETY Frutiger 55 Roman 65 Bold

For the lettering, a knife and tape were used to create a jagged, scratched look to give the word a nervous and uneasy mood. The masking tape replicated a distressed

wall texture to add another layer of creepiness. This was meant to look like someone who was mentally ill scratched mental illness out of a wall at an asylum.

MENTAL ILLNESS CAMPAIGN Poster Development & Final

MENTAL ILLNESS CAMPAIGN Brochure

The brochure uses photography and illustration to convey the effects of mental illness and where it affects the body. Large statistics are called out to show how common having a mental

illness is and why it is important to seek treatment. The blue color is used to keep a cohesive look and keep a serious tone throughout the brochure.

MENTAL ILLNESS CAMPAIGN Website

PROJECT SEVEN

OVERVIEW The Micro-Macro project features a political leader’s speech and includes a broadside that reflected the speech’s main theme and content in a large scale. Another speech was then paired with the original speech and was to be included in the Micro book. The goal for the book was to create an interesting juxtaposition of the two speeches using typographic treatments and a total of five images were to be included in this section to enhance the book’s design. SOLUTION The speech chosen for the Macro was President Reagan’s speech on the Berlin Wall in 1987. The ‘Berlin’ represents the wall in the broadside and the different column widths show depth and perspective from one side of the wall to another. rime inister Winston Churchill’s speech was chosen to show the span of the Cold ar from the beginning when the Communist . . .R. was called out to be a negative political power to the end when the erlin all fell as the oviet nion did soon after. lso included is a timeline in the back of the book that shows the events that occurred during the Cold War. ATTRIBUTES Historical Serious Informative Dynamic

MICRO MACRO Color & Typography

Pantone 7609 C 0 M 81 Y 73 K 54 R 130 G 59 B 52

Pantone 153 C 5 M 64 Y 100 K 017 R 190 G 106 B 20

Pantone 446 C 54 M 27 Y 36 K 82 R 63 G 68 B 68

Pantone 416 C 28 M 18 Y 29 K 51 R 126 G 102 B 92

The color palette represents a desaturated erman flag to give a stronger connection the physical aspects of Berlin. The gray color reflects the cement that made up the

erlin all. The main call out of the piece was designed to create demension with use of increaseing point si e and altering te t column widths.

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BERLIN WALL BERLIN WALL BERLIN WALL BERLIN WALL Optima Bold

elvetica

eue Regular Bold

MACRO Final

MICRO

MICRO Final

According fold was chosen for the book because it has the best representation of a wall. One side has the two speaches that mark the beginning and end

of the Cold War. The back side is an actual timeline of the war from the Truman doctrine to the destruction of the Berlin Wall.

PROJECT EIGHT

OVERVIEW The basis of this project was to choose a past work and create a brand from it. The brand had to expand on the previous projectâ&#x20AC;&#x2122;s concept through use of color, typography, and imagery. Overall, the project had to include an identity, communications package, and multiple touch points in order to utilize and show how the brand assets would be used. SOLUTION Berlin Board of Tourism brand is based on the German Avant Garde culture from Post World War I era (1920s-1930s). Imagery from art created in Germany (past and present) along with historical sites was used to give real examples of the culture of Berlin. Brand colors are derived from the erman flag and asymmetrical shapes and overlays were used to create the feeling of spontaneity. The brand is meant to appeal to millennials and babyboomers, with its emphasis on history and overall edgy marketing. ATTRIBUTES Avant Garde Edgy Youthful Spontaneous

IDENTITY DEVELOPMENT Sketches & Final

For the Tourism Board, imagery of Berlin art and landmarks of the city were emphasized. Each photo also has the brandâ&#x20AC;&#x2122;s colors in order to unify the diverse images.

BERLIN

CITY OF THE

AVANT GARDE

BRAND ASSETS Color, Typography, & Imagery

Pantone 110 C 2 M 22 Y 100 K 8 R 218 G 170 B 0 Pantone 418 C 38 M 26 Y 40 K 72 R 81 G 83 B 74 Pantone 1815 C 16 M 97 Y 86 K 54 R 124 G 37 B 41

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VISIT BERLIN VISIT BERLIN Helvetica Neue Light Regular Bold

TOUCH POINTS Communications Package

TOUCH POINTS Website

TOUCH POINTS Magazine Ads & Poster

The models have the broken shaped sunglasses to represent reflections of landmarks and artwork native to Berlin. Skewed baseline type was used to

continue the edgy feel of the brand, and was influenced by the Dada movement that occurred in the early 20th century Berlin.

STAY CLASSY

DESIGNED BY KAITLIN KARCHEFSKI kaitkarchefski@gmail.com 714.851.8095 TYPEFACE Helvetica Neue Regular Bold PRINTING Canon Pixma Pro 100, Red River Polar Matte 60 lb. PHOTOGRAPHY The majority of photos displayed in this book were taken by myself with a Canon EOS Rebel T3. Other photo/ templates sourced from tinydesigner.com and Behance. MUCH LOVE (THANKS) To my art friends, who understand what it means to be a design student, thank you for always being there whether it was for a laugh or to cry. My book would not have been the same without you and your feedback. To my non-art friends, thank you for supporting me even though you had no idea what I was talking about and at times thought I was crazy. Your blind faith in believing I would eventually become somewhat normal again is truly inspiring and I hope to have that trust someday. To my family, absolutely none of this could have been done without your constant support throughout the years. You all have allowed me to be myself and I could not have asked for better people to share the same DNA with me. Thank you for believing in me and my passion. A special thanks to my art teachers/professors/lecturers these past four years. Your guidance allowed me to push myself to the best of my ability, and I honestly could not be more grateful. Thanks for ignoring my tears and making me do so many sketches (they actually helped).