kd Hello! My name is Kelly Daly. As a designer, I believe it is important to keep an open mind and stay true to my ethical values. My inspirtations have led me to a collection of designs that are featured in my portfolio. I want to thank you in advance for viewing my work. I hope you enjoy it as much as I did creating it. Sincerely,
TABLE OF CONTENTS 1
AUDUBON SOCIETY
2
GROUNDS FOR SCULPTURE
3
HYDRATEA
4
BURT’S BEES
5
TIDE GUIDE
branding, print materials
website, application design
branding, packaging, promotion design
mixed media ad campaign
location based application
6
WILLOWWOOD ARBORETUM
7
STORYTIME
8
KEEPERS OF THE COAST
9
WEARABLE PLANTER
10
FLEA MARKET STYLE
website rebranding, wayfinding system
website, application design
rebranding, environmental promotions
rebranding, packaging, ad campaign
editorial design for a seasonal publication
1 AUDUBON SOCIETY
Overview The Audubon Society is a national nonprofit organization whose mission is to conserve and restore natural ecosystems, focusing on birds and other wildlife for the benefit of humanity. They have many chapters throughout the country including St. Johns Audubon. Challenge The St. Johns Audubon is a growing chapter located in Florida. They are unique in the fact that they were one of the first among the Audubon chapters. So it is important to keep the brand traditional yet with a modern twist. Solution Since St. Johns county is located along the coast of Florida a common shore bird of that area is depicted in the logo. Branding for the St. Johns Audubon is carried throughout various items such as a tote bag, field journal and bird checklist.
St. Johns
AUDUBON 1959
This book belongs to:
s
St.
ohn
N
J BO DU1959
AU
s& ote s ld N tion Fie serva Ob
St. Johns
AUDUBON 1959
2 GROUNDS FOR SCULPTURE
Overview Grounds for Sculpture is a 35-acre sculpture park and museum located in Hamilton, New Jersey. Seward Johnson, who is a fellow sculpture artist, founded the park in 1992. The venue was intended to promote the understanding and appreciation for contemporary sculpture by organizing exhibitions, publishing catalogues and offering a variety of educational programs and events. The park is perfect for anyone of any age; they cater to both youths and adults. The purpose of this site is to allow art researchers to become more aware of whom the artists are and the variety of work they produce. Challenge Grounds for Sculpture currently has a website including information about the park such as directions, hours of operation and park etiquette. Aside from the main website there is no core information or visuals displaying individual artists and their work. Solution The design solution of this research unit presents thorough information about what is shown at Grounds for Sculpture both currently and previously. The site displays images of each artist and their artwork, along with a biography. It very specific and easy to find what you are truly looking for.
3 HYDRATEA
Overview Hydratea is a loose-leaf tea company, which sells their product in the simplest form. It is proven that tea hydrates the body as effectively as water with added antioxidant benefits. They stay true to how tea is naturally grown and want their customers to be apart of the roots. Challenge The design challenge is to reflect the mission of the company, which is to create a new and stimulating experience of drinking tea. The loose-leaf tea is grown organically and has no additives. Solution Hydratea’s mission directly correlates to the package design in that it has a natural and modern flow in each piece. The packaging is mixed with natural and enthusiastic colors that are intended for the target audience of young, trendy adults. The combination of all of these factors creates a balanced distribution of strong branding and a distinct tea.
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hydrat e a AIL
TEATIME TR
TEA TIM
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ET
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IL
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hyd
hydrat e a AIL
TEATIME TR
TEA TIM
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a
4 BURT’S BEES
Overview Burt’s Bees is in a natural and organic personal care market. This market has shown to be fast growing and highly competitive. The message tone that Burt’s Bees delivers to its customers is warm and inviting. They strive to satisfy the individual and community. Challenge It is imperative to keep the design aesthetic of the campaign pure, yet simple and fun. Throughout the campaign, the unique selling proposition is to bring customers back to nature. Solution The products in each advertisement are the first thing you notice but when the lid of the product is opened, you are released into a world of natural bliss. The headline states, “Nature it’s what we are made of” which further encourages customers to use products that are made out of wholesome ingredients.
BURT’S
BEES
NATURE
NATURE
NATURE
100% natural
100% natural
100% natural
it’s what we are made of
it’s what we are made of
it’s what we are made of
NATURE it’s what we are made of
5 TIDE GUIDE
Overview This app aims to be both informative and interactive. No matter what time of day and no matter where you are, you will be able to know when high and low tide is. You will be able to plan your day based around the weather and tides. Whether you are going for a stroll along the beach or want to paddle around the water, knowing the tides will keep you doing what you love longer. Challenge This application is for anybody who enjoys investigating new waterways but finds it difficult to know when the best time to launch is. Solution It is imperative to keep the design of the Tide Guide application consistent on each page. With the ability to find the users nearest locations using Tide Guide GPS location system he or she can find the locations needed, fast. The application displays current tide conditions in a list and graph format. Also, a detailed weather report including radar, wind speed and humidity index. In addition, the user can keep up to date with the lunar phases and save frequently used locations.
6 WILLOWWOOD ARBORETUM
Overview Willowwood Arboretum is a nonprofit organization located in Far Hills, NJ. Willowwood Arboretum consists of 130 acres of rolling farm land, and has about 2,100 kinds of native and exotic plants, many of them are rare. Challenge An initiative to revitalize their identity and modernize it resulted in a brand evolution for Willowwood Arboretum. It is important to refine the logo to create greater visual impact. Solution When rebranding Willowwood Arboretum was important to visually explore inspiration from the grounds itself. Lining the entrance are rows of willow trees. The lines within the logo depict a wood texture of a willow tree. These organic lines are carried throughout the website and way finding system.
rockery, chive walk & rosarie
VISITORS MAP
pan’s garden
orchard
OPEN DAWN to DUSK DAILY
bee meadow cypress pool
terrace
woodwalk
1
2
3
5 4 7
brook
lilac garden
6
cypress lawn
the marsh
www.willowwoodarboretum.com
parking
willowwood
arboretum
landmarks 1
hoop house
3
red barn
5
stone cottage
2
tubb’s residence
4
propagation house
6
shingle barn
7
stone barn
rockery, chive walk & rosarie
VISITORS MAP
pan’s garden
orchard
bee meadow cypress pool
terrace
woodwalk
1
2
3
5
7
W
brook
lilac garden
N
4 6
S
cypress lawn
the marsh
parking
willowwood
arboretum
landmarks 1
hoop house
3
red barn
5
stone cottage
2
tubb’s residence
4
propagation house
6
shingle barn
E
7
stone barn
7 STORYTIME
Overview Storytime is geared towards the younger generation of ages 4-7. Storytime is user oriented, useful, desirable and educational. Challenge The design challenge for Storytime is to create an interactive website/application that will captivate young ones into learning and playing at the same time. Color choices are also a factor when targeting such a young age. The colors need to be inviting for those who want to learn and grow but also want a dash of silliness. Solution The solution was to create an open and responsive layout that easily moves and adapts to web based users but also with tablet users as well. Characters were developed to give the site a youthful edge but kept simple and wistful to match the classic characters the target audience favors, such as mother goose. Each illustration coexists with specific points in the story.
storytime
8 KEEPERS OF THE COAST
Overview Keepers of the Coast is a nonprofit organization based out of St. Augustine, FL, which strives to keep the beaches of northeast Florida clean and free from harm. Challenge Although Keepers of the Coast grew from startup; they began to lose market due to a lack of promotion from the organization. To address this challenge, the company decided to revitalize its image and secure its position among the community. Solution After eliminating Keepers of the Coast’s old mark, which conflicted with their message of “ensuring that the beaches will remain a beautiful part of our local environment” the evolvement of a new logotype was produced. The logo retains cohesion between residents and their surroundings. Such details implemented as having the typeface easily transferable to any type of material and still legible from near and far. The colors incorporated in the logo, educational signs, poster and awareness piece have a coastal feel, which ties Keepers of the Coast’s brand together.
KEEPERS of the
COAST
KEEPERS of the
COAST beach clean up 12pm 10am
ST. Augustine beach, FL
KEEPERS of the
COAST beach clean up 12pm 10am
ST. Augustine beach, FL
TURTLE NESTING AREA
Sea turtles are air-breathing reptiles with streamlined bodies and large flippers. They are well adapted to life in the ocean and inhabit tropical and subtropical ocean waters around the world. Of the seven species of sea turtles, six are found in U.S. waters. These include the green, hawksbill, Kemp's ridley, leatherback, loggerhead, and olive ridley. Although sea turtles live most of their lives in the ocean, adult females have to return to beaches to lay their eggs. They often migrate long distances between feeding areas and nesting.
KEEPERS of the
COAST
KEEPING IT CLEAN
SINCE 2007 KEEPERS of the
COAST
9 WEARABLE PLANTER
Overview Wearable Planter is a unique brand that creates jewelry for green thumbs. All of their products are produced using an emerging technology known as 3-D printing. This technology allows them to create items on demand in more complex forms than older manufacturing techniques. Not only does this create little waste in its manufacture, but they’re also working to bring all of their production even closer to their studio to minimize their environmental impact. Challenge Each of Wearable Planter’s products can sustain plant growth so it is important to exemplify the natural aspect. However, at the same time showcasing their ability to produce such futuristic products is also impactful for sales. Therefore, it is imperative to keep the design aesthetic of the campaign innovative yet fun. The objective is to encourage customers to bring their gardens with them on their daily routines. Solution Encompassing the logo, packaging, advertisements, and storefront a geometric theme is present. Each of these components represents the shapes of the jewelry itself. All together a strong brand identity is created in an original way.
GROW YOUR HEART OF GOLD
wearable planter
C R U I S E WI T H T H E C R E AM OF THE CROP
wearable planter
NATURALIZE YOUR ATTIRE
wearable planter
GR OW YO U R H E A RT O F GO L D
NATURALIZE YO UR ATTIRE
wearable planter
wearable planter
10 FLEA MARKET STYLE
Overview Flea Market Style is a seasonal magazine that understands the ins and outs of flea markets around the world. Informative articles take an artful approach on thrifting, how to’s and do it yourself projects. Challenge The challenge was to design a magazine that fits the target audience: a younger generation seeking to find the best deals in hopes of transforming vintage items into modern treasures. Solution Using bold colors and graphics, the design aims to quickly capture the attention of its audience with a quirky sensibility.