I am Katy Griswold. graphic designer believer maker contributor doodler enthusiast aspirant samaritan veteran
I am Katy Griswold.
Introduction
04
K iehl 's Legacy — Package Design 2
Every story craves an audience. Without one, there would be no story to tell. Like snowflakes and fingerprints, no two stories are alike. Similarities abound, no doubt, but equals in character are as fictitious as straight lines in nature. We are mere consequences of our environment—living repreand circumstances we encounter shape our lives indelibly and uniquely. It is the enrichment of this experience that ultimately cultivates the rarity of individuality. As students we roam free when seeking inspiration and content for projects. Some leaf through magazines or immerse themselves in environs suitable for generating stimulus. I chose to design from within. From the heart. This approach is not unlike others, and by itself does not make this collection an exception. But we arrive again at individuality. What makes this compilation unique
Katy Griswold — Collection of Work (2014-2017)
sentations of the world we live in, for better or worse. The people
is, well, me. I present to you my story—my past, present and future. My inspirations. My perspective. My snowflake. Thank you for being my audience.
05
Copyright Š 2017 Katy Griswold. All rights reserved. No part of this publication is allowed to be reproduced or transmitted in any form without written permission from the copyright holder stated above. Katy Griswold 925 984 4900 hello(at)katygriswold.com www.katygriswold.com
For mom & dad.
Content
08
K iehl 's Legacy — Package Design 2
Shave like grandpa.
Kiehl 's Legacy — Package Design
020 – 037
Future technology.
Artif icial Intelligence+++ — Print Design
038 – 049
Busy bodies.
Fitable App — UI/UX Design
050 – 085
Home, sweet home.
Element Store — Package Design
086 – 095
Hello, neighbor.
Monterey Market — Identity Design
096 – 107
Desert wine.
Bull Vineyard — Package Design
108 – 123
Traveling bears.
Bears' Night Out — Package Design
124 – 139
Wallflowers.
Selected Posters — Print Design
140 – 151
First impressions.
Logo Collection — Identity Design
Katy Griswold — Collection of Work (2014-2017)
008 – 019
09
10
K iehl 's Legacy — Package Design 2
Shave like grandpa. Katy Griswold — Collection of Work (2014-2017)
009
Concept
Kiehl's Legacy is a redesign campaign for the popular men's shaving product line. It is a celebration of the art of shaving and the lineage of father and son.
Background
What is a Legacy? Perhaps the true and full definition is beyond the scope of this narrative, but we can still identify some key components. The transmission of custom—of conviction, craftsmanship and ceremony—from one generation to another. The goal of Kiehl's Legacy was simple—to craft a line of men's shaving essentials that embodies the time-honored tradition of shaving, as passed from father to son. The name conveys the product's quality, dependability and timelessness. The typeface and gold-leafed accents invoke aesthetics of nineteenth century Americana, paying homage to Kiehl 's apothecaric origins in 1851. The Buckeye burl display and razor handle lend a natural and hearty aesthetic that further compliment the themes of artistry and enduring quality.
012
Kiehl's Legacy
Keywords Ceremony Lineage Craftsmanship
Katy Griswold — Collection of Work (2014-2017)
Project Kiehl 's Legacy Course Package Design 2 Instructor Michael Osborne Semester Fall 2015
Inspiration My grandfather, father and brother.
009
14
K iehl 's Legacy — Package Design 2
Katy Griswold — Collection of Work (2014-2017)
15
012
K iehl 's Legacy — Package Design 2
Katy Griswold — Collection of Work (2014-2017)
013
014
K iehl 's Legacy — Package Design 2
Katy Griswold — Collection of Work (2014-2017)
015
020
K iehl 's Legacy — Package Design 2
Katy Griswold — Collection of Work (2014-2017)
017
022
K iehl 's Legacy — Package Design 2
Katy Griswold — Collection of Work (2014-2017)
023 019
K iehl 's Legacy — Package Design 2
Future technology. Katy Griswold — Collection of Work (2014-2017)
021
Concept
AI+++ is a conceptual book and supporting materials created for a hy pothetical three-day conference held to address Artif icial Intelligence and Singularity.
Background
Technological Singularity is a futurist hypothesis that implies a threshold, widely considered to be the year 2040, at which artif icial intelligence will surpass the intellect of the human mind. Prevailing theory suggests that we may not directly create a super intelligence, but will instead create a human-level intelligence that continuously—and autonomously—improves its own design. The conference is intended to bring together the greatest minds in science, medicine and futurism to discuss the evolution, threat and potential benefit of Singularity. The book, poster and app-badge incorporate experimental typography and design elements, including digital glitch effects and binary coding. The utilization of cityscapes symbolizes the pervasive and unyielding growth of Singularity as we go about our busy lives, and suggests the threshold may eclipse at a moment of least suspicion.
026
Artificial Intelligence+++ Artif icial Intelligence+++ Typography 4 Ariel Gray Fall 2016
Keywords Futurism Explorative Intelligence
Katy Griswold — Collection of Work (2014-2017)
Project Course Instructor Semester
Inspiration Johnny Number 5.
021
022
Artif K iehlicial 's Legacy Intelligence+++ — Package Design — Typography 2 4
Katy Griswold — Collection of Work (2014-2017)
023 029
030
Artif icial Intelligence+++ — Typography 4
Katy Griswold — Collection of Work (2014-2017)
025 031
K iehl 's Legacy — Package Design 2
028
Artif icial Intelligence+++ — Typography 4
Katy Griswold — Collection of Work (2014-2017)
029 035
030
Artif icial Intelligence+++ — Typography 4
Katy Griswold — Collection of Work (2014-2017)
031
032
Artif icial Intelligence+++ — Typography 4
Katy Griswold — Collection of Work (2014-2017)
033
||
|||||||||||||||||||| |||||||
||||||
||||||||||||||||||||
>/ >>
SAN FRANC
The future is becoming
difficult to predict. Conv
accelerating
creating unex
Artif K iehlicial 's Legacy Intelligence+++ — Package Design — Typography 2 4
Katy Griswold — Collection of Work (2014-2017)
035
|||||||||||||||| ||||||||| 036
|||||
||||| ||||||||
||||||| ||||||||
||||||||||||||||||||
|||||||
||||||||||
Artif icial Intelligence+++ — Typography 4
Katy Griswold — Collection of Work (2014-2017)
|||||| |||||||||||||||
|||||||||||
037
K iehl 's Legacy — Package Design 2
Busy bodies. Katy Griswold — Collection of Work (2014-2017)
039
Concept
Fitable is an exercise app for the occupied; for mothers, students and workaholics who lack the motivation or discipline to fit exercise into their daily grind.
Background
Fitable is all about f lexibility. When asked why exercise is not a priority, the #1 response is always “time”. Of course there is some truth to that—when faced with the rigors of family, work and leisure, who has time for a run? Fitable makes exercise a priority again with its smart features: You choose the exercise, you choose the day(s) of the week, and you choose the time. 15 minutes? 5? Whatever you’re willing to set aside, Fitable will ensure exercise finds its way back into your life with its reminder function that alerts you when it’s time to get moving. Working-out that finally works. Fitable is exercise simplified.
046
Fitable App Fitable App Graphic Design 3 Colin Hoell Fall 2015
Keywords Flexibility Motivation No Excuses
Katy Griswold — Collection of Work (2014-2017)
Project Course Instructor Semester
Inspiration My life as a busy student.
039
048
Katy Griswold — Collection of Work (2014-2017)
049
050 042
Fitable App — Graphic Design 3
Katy Griswold — Collection of Work (2014-2017)
043
Fitable App — Graphic Design 3
Katy Griswold — Collection of Work (2014-2017)
045
054 046
Fitable App — Graphic Design 3
Katy Griswold — Collection of Work (2014-2017)
047
048
Fitable App — Graphic Design 3
Katy Griswold — Collection of Work (2014-2017)
049
K iehl 's Legacy — Package Design 2
Home, sweet home. Katy Griswold — Collection of Work (2014-2017)
051
Concept
Element is a collaborative effort of four designers tasked to devise a conceptual store and home product line that competes with the likes of Williams-Sonoma and Crate & Barrel. The goal was to design packaging and branding for a diverse line of high-quality products of distinguished value and functionality. Element is aimed to cater to the five senses, and in doing so strives to enhance both the living space and consumer experience.
Background
Element includes three store brands—Living, Food and Kitchen. Each brings distinctive design and quality to essential products throughout the home. Also included are two stand-alone brands. Halcyon provides a distinguished bath and body product line, and Pizza Stone Company brings the art of pizza making into your kitchen. Beauty and lavish functionality for the selective consumer. Element provides for the way home enrichment was always meant to be.
060
Element Store Element Store Package Design 4 Michael Osborne Fall 2016
Team Mallor y Adams-Nakamura Katy Griswold Hsuan-Min Liu Ji Eun Seo
Katy Griswold — Collection of Work (2014-2017)
Project Course Instructor Semester
051
052
Store Identity
Store Brand Identities
Department
Department
Department
Food
Kitchen Appliances
Home Decor
Private Labels
Department
Department
Bath and Body
Food and Kitchen
053
054
K iehl 's Legacy — Package Package Design Design 42 Element Store —
Katy Griswold — Collection of Work (2014-2017)
065 055
056
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
057
058
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
059
060
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
061
062
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
063
064
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
065
066
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
067
068
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
069
070
Element Store — Package Design 4
Halcyon Key Words Tranquil Transparent Tr ustworthy
Target 18-70 / Unisex
USP Halcyon products use pure, highly concentrated, and effective formulas that are hard to f ind in the skincare world today.
Team
Katy Griswold — Collection of Work (2014-2017)
Department Bath and Body
Mallor y Adams-Nakamura Katy Griswold Hsuan-Min Liu Ji Eun Seo
071
072
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
073
084
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
075
076
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
077
078
Element Store — Package Design 4
Pizza Stone Company Key Words Homemade Wholesome Flavorf ul
Target 25-50 / Unisex
USP Pizza Stone Company offers a line of traditional pizza tools and ingredients for beginner to seasoned pizza makers.
Team
Katy Griswold — Collection of Work (2014-2017)
Department Food and Kitchen
Mallor y Adams-Nakamura Katy Griswold Hsuan-Min Liu Ji Eun Seo
079
080
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
081
092
K iehl 's Legacy — Package Package Design Design 42 Element Store —
Katy Griswold — Collection of Work (2014-2017)
083
084
Element Store — Package Design 4
Katy Griswold — Collection of Work (2014-2017)
085
K iehl 's Legacy — Package Design 2
Hello, neighbor. Katy Griswold — Collection of Work (2014-2017)
087
Concept
The updated brand identity for Monterey Market embodies the collective's environmental, family and community values.
Background
Monterey Market, founded in Berkeley, California in 1961, aims to create an atmosphere of a village-based business that supports both the local farmers and community. All produce is sourced locally and in-season, with much of it arriving fresh daily. The farmer's market vibe, competitive prices and corner location bring critical patronage to the commercial corridor of North Berkeley and supports numerous local businesses. The outdated wordmark and brand identity were in need of a fresh makeover, something a bit more “ripe�. The inclusion of the farmer illustration and new typeface speaks to the local and organic origins of the Market and invokes notions of California's depression-era agricultural legacy, while the orange and brown hues beseech elements of California's clay-based fertile soils. In an age of bargain grocers and global produce markets, Monterey Market strives to preserve the communal threads that weave strong our nation's collective fabric.
098
Monterey Market Monterey Market Identity Design 2 Tom McNulty Spring 2016
Keywords Home-grown Community Fresh
Katy Griswold — Collection of Work (2014-2017)
Project Course Instructor Semester
Inspiration Home-grown veggies!
087
090
Monterey Market — Identity Design 2
Katy Griswold — Collection of Work (2014-2017)
MARKET
091
092
Monterey Market — Identity Design 2
Katy Griswold — Collection of Work (2014-2017)
093
0106 094
Katy Griswold — Collection of Work (2014-2017)
095
www.stock.adobe.com © Posh
Monterey Market — Identity Design 2
K iehl 's Legacy — Package Design 2
Desert wine. Katy Griswold — Collection of Work (2014-2017)
097
Concept
This special release vintage from Bull Vineyard pays homage to the personalities and ethos of Montezuma Canyon Ranch, an idyllic farmstead nestled among the red-rock canyons of southern Utah.
Background
Entering an enigmatic valley, where lush vineyards set among a desert backdrop of vertical sandstone cliffs contrasting with deep sapphire skies. Where violent torrents of monsoon rains dissolve as quickly as they appear, bringing life and flood to the mesas and canyons of the Colorado Plateau. This is Montezuma Canyon Ranch, where varieties of grapes are maintained and harvested by volunteers from all over the world to produce a unique desert vintage: Bull Vineyards Wine. Among the many hands that work and live the land are the furry and feathered—the essential animals of farm life. They are as unique and engrained into the spirit of the environment as are the countless ancient cliff-dwellings and remnants of a long-forgotten people. This special release celebrates these essential characters and the personas they instill upon a land cherished—in one form or another—for thousands of years.
0110
Bull Vineyard Bull Vineyard Package Design 3 Christine George Spring 2016
Keywords Organic Har vest Personality
Katy Griswold — Collection of Work (2014-2017)
Project Course Instructor Semester
Inspiration My time volunteering at Montezuma Canyon Ranch.
097
098
Bull Vineyard — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
099
100
Bull Vineyard — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
101
116
Bull Vineyard — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
103
104
Bull Vineyard — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
105
120
Bull Vineyard — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
107
122
K iehl 's Legacy — Package Design 2
Traveling bears. Katy Griswold — Collection of Work (2014-2017)
109
Concept
Bears' Night Out is an educational children's board game that instills ecological, cultural and geographical lessons.
Background
Bears' Night Out is a children's board game inspired by the fictional story of four bear friends. But these are no ordinary bears—they're world travelers. Each takes turns leading the others through the foods, animals and cultures of their respective homeland. Join Panda, Grizzly, Polar and Koala as they explore their native environments. Players make their way around the board through China, Canada, the Arctic and Australia, gaining orienteering and listening skills along the way. Players also improve reading fluency and reasoning competencies while learning tidbits from different world regions. Playful bear game pieces and bright, colorful illustrations make this game as inviting as it is educational.
124
Bears' Night Out Bears' Night Out Package Design 3 Christine George Spring 2016
Keywords Playf ul Informative Immersive
Katy Griswold — Collection of Work (2014-2017)
Project Course Instructor Semester
Inspiration My nephew, Oliver.
109
126
Katy Griswold — Collection of Work (2014-2017)
112
Bears' Night Out — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
113
114
Bears' Night Out — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
115
116
Bears' Night Out — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
117
118
Bears' Night Out — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
119
120
Bears' Night Out — Package Design 3
Katy Griswold — Collection of Work (2014-2017)
121
K iehl 's Legacy — Package Design 2
Wallf lowers. Katy Griswold — Collection of Work (2014-2017)
125
Background
Posters and other large-format visuals have the ability to captivate and motivate. For purposes of diversity, two different techniques are presented herein. Though both aim to capture an audience, they differ in delivery and in the audiences they seek. In today's fast-paced hustle and razor-thin attentiveness, the ability to capture a passing audience for a few valuable seconds can be the difference between feast and famine. Preferences among consumers are as variable as the people who possess them. What stimulates one may be white noise to another. But the common denominator is time. Make it short, make it sweet, make it stick. The Dinesen Financial and REI posters are designed for the quick-capture. Dinesen affords bright and bold colors and recognizable illustrations and taglines. REI steers a different path, invoking through word and visual a fundamental calling to Go Outside. The movie posters elicit a deeper response and audience. The film buff, the theorist, the intellectual. They entice and compel deeper evaluation. They are a conceptual representation of the thematic substance of the film, and they beg of deeper meaning. Capturing modern and diverse audiences necessitates divergent techniques, though a singular result prevails; notice me.
0142
Selected posters
Keywords Audience Attraction Action
Various Various Various Various
Katy Griswold — Collection of Work (2014-2017)
Project Course Instructor Semester
125
144
Selected posters — Various
Katy Griswold — Collection of Work (2014-2017)
127
128
Selected posters — Various
Katy Griswold — Collection of Work (2014-2017)
129
126
Selected posters — Various
Katy Griswold — Collection of Work (2014-2017)
131
132
Kayak photo Š Tomasz Furmanek
Selected posters — Various
Katy Griswold — Collection of Work (2014-2017)
133
134 www.gettyimages.com Š Piola666
Selected posters — Various
Katy Griswold — Collection of Work (2014-2017)
131
132
Selected posters — Various
Katy Griswold — Collection of Work (2014-2017)
137
138
K iehl 's Legacy —— Package Selected posters VariousDesign 2
Katy Griswold — Collection of Work (2014-2017)
135
K iehl 's Legacy — Package Design 2
First impressions. Katy Griswold — Collection of Work (2014-2017)
141
Background
Logos and wordmarks are the most recognizable elements of a brand 's presence in the public sphere. They have the ability to influence purchase decisions and communicate principles of product and brand quality, ideology and legacy. The most compelling merge these and other elements into a unique and recognizable design. Logos embody the communicative process between producer and consumer—a language that is not learned overnight. At great cost and effort, logos are devised, sketched, refined and selected to be the representation of the brand. An identity is born or re-born. Every brand has a following, with which proper cultivation will pay dividends that are no less than spectacular.
0160
Logo collection Various Various Various Various
Keywords Loyalty Inf luence Recognition
Katy Griswold — Collection of Work (2014-2017)
Project Course Instructor Semester
141
142
Logo collection — Various
Katy Griswold — Collection of Work (2014-2017)
143
144
Logo collection — Various
Katy Griswold — Collection of Work (2014-2017)
145
146
Logo collection — Various
Katy Griswold — Collection of Work (2014-2017)
147
148
Logo collection — Various
Katy Griswold — Collection of Work (2014-2017)
149
150
Logo collection — Various
Katy Griswold — Collection of Work (2014-2017)
151
Thank you
172
K iehl 's Legacy — Package Design 2
Mom, Dad, Ben and Jess
Thank you from the bottom of my heart for your love, encouragment, and support. Without you, I wouldn't be where I am today. I love you all with everything I am.
Thank you is simply not enough. You stood beside me through the highs and lows and everything in between. I couldn't have asked for a better partner in life. You are my rock and I love you tremendously.
Instructors
Thank you Roland Young, Michael Osborne,
Katy Griswold — Collection of Work (2014-2017)
Eric
Christine George, Christoph Oppermann, Paul Daddino, Mary Scott, Tom McNulty, Colin Hoell, and Sean McGuire for sharing your wisdom with me.
173
Colophon
174
K iehl 's Legacy — Package Design 2
Printing
Giant Horse Finch Fine 100lb Binding
Arrestox B, Pewter Linen Foil Stamping Typefaces
Feijoa by Klim Type Foundry National by Klim Type Foundry Photography
Katy Griswold — Collection of Work (2014-2017)
The Key Printing & Binding
Joe Potter Katy Griswold Jackie Regalado Senior Portfolio
Instructed by Mary Scott, Executive Director
175
176
K iehl 's Legacy — Package Design 2
Katy Griswold — Collection of Work (2014-2017)
This is just the beginning. 177
178
K iehl 's Legacy — Package Design 2
Katy Griswold — Collection of Work (2014-2017)
0179
0180