HELLO THERE a bit about me
I’ve always been obsessed with creating things. I remember my many projects growing up—from concocting intricate mud pies in the yard, to trying to copy VCR case art, to making a model Eiffel Tower out of duct tape, to designing free shoulder rub and car wash coupons—the sensation of seeing an idea come to life has always excited to me. As an adult, I love the idea that design can have a positive effect on the world. Whether it’s spreading the word about an important cause, inspiring social change, or simply making someone smile or laugh, it’s gratifying to direct my passion toward something worthwhile. As a professional, my objective is to create designs that are both beautiful and functional for the organization and project at hand. I hope my work can encourage, delight, and inspire others—even in a small way—to do more good in the world.
WHAT MAKES YOUR VOTE SO IMPORTANT ANYWAYS?
WHAT MAKES 01 YOUR VOTE SO IMPORTANT ANYWAYS? YOUTH VOTE Target Outreach Campaign
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Branding & Marketing
Portfolio Building
Candice Lopez & Sean Bacon
Neue Haas Grotesk
PROBLEM Youth VOTE, a campaign by Target, a large discount retailer, helped to encourage voting participation and political involvement among younger demographics, ages 18–34, where turnout has traditionally been very low. A line of apparel needed to be designed and marketed for the campaign in a way that felt authentic to the audience and inspired them to register and vote without feeling pushy or partisan. The execution could differentiate from Target’s main offerings but had to feel aligned with the brand’s overall aesthetic and values. SOLUTION To unify the campaign with Target’s brand, an identity was created that subtly incorporates the Target logo into a fingerprint—a metaphor for a voter’s ability to leave their mark and have their individual voice be heard. Neue Haas Grotesk, a Helvetica revival, was used to freshen up the brand typography. A series of hand-lettered messages, written in an authentic and inspiring tone, is used across apparel, social media marketing, and other branded applications. The Target red is paired with warm tones that convey the passion and drive that keeps us inspired to get our voices heard.
WELL, YOU
youthvote_Target
youthvote_Target
“I VOTE BECAUSE I WANT TO BE A PART OF SHAPING THE FUTURE I WILL LIVE IN.” -Kara Williams, San Diego
20,338
12,063 likes
youthvote_Target Your voice, your vote! Learn more about what you are voting on, and make your voice heard this election!...more
youthvote_Target
have a voice “ IYou VOTE WHAT DO BECAUSE I CARE SAY?? ABOUT MY TOMORROW.”
you -James Timons, Chicago youth vote
7,344 likes
youthvote_Target Your life has created a perspective that is unique to you. Express your views and needs through your vote. Share why you believe in voting at target.com/youthvote.more
04
Kelly Armerding
youthvote_Target Join thousands of youth in the US who are committing to voting! Register to vote and learn more at target.com/youthvote.
youthvote_Target
S(elect) S(elect) S(elect) S(elect) 710,832 youthvote_Target Take part and S(elect) the representatives that will reflect your believes & values. Make what matters to you heard.
Youth Vote
05
CAN YOU EAT WAFFLES FOR LUNCH AND DINNER?
CAN YOU 02 EAT WAFFLES FOR LUNCH AND DINNER? WANNA WAFFLE New-American Restaurant
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Branding
Page Layout
Sean Bacon
Clarendon Text Pro
PROBLEM
Wanna Waffle is a restaurant that serves creative waffle sandwiches for all meals, including dinner and dessert. The restaurant was created to be a fun and playful space with a desire to have a positive influence on the community. The goal was to create a witty brand that engages the customer with lighthearted humor. Wanna Waffle’s primary target audience is food lovers, ages 25-40, who love a good laugh in a casual setting. SOLUTION To give Wanna Waffle a fun and unique voice, a custom display typeface was created out of illustrated waffle shapes. Waffle patterning is also used throughout the brand. The logo’s playful flipped ‘F’ character is used as a focal point on signage. The color palette of light blues and hearty yellows, used across a range of materials, feels modern but gives a nod to country life. To realize the restaurant’s vision of giving back to the community, Wanna Waffle partners with nonprofit organization LA Kitchen whose culinary job training program helps find work for ex-convicts and other special populations. Wanna Waffle also gives back by running monthly programs to feed the homeless in the community.
WAFFLE ON
DESIGN THINKING
Brand Voice Wanna Waffle’s voice was key to establishing a personality and character for the brand. I created a series of fun, witty, and playful statements that combined common phrases with the waffle theme. The overall voice is bold, snarky, and direct but all in a spirit of fun.
“Quit Your Waffling.” “Waffle On.” “Do You Give a Waffle?” “What a Waffle Day!”
SKETCHES
LOGO
ICONS
ADJECTIVES
TYPOGRAPHY
Clarendon
Witty
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Generous
a b c d e f g h i j k l m n o p q r s t u v w x y z
Playful Yummy
Drawing with Markers AB C D E FGH I J KL M N O P Q R ST U VW X Y Z a b c d e fg h ij k l m n o p q r s t u v w xy z
COLOR
Custom typeface built for the Wanna Waffle brand, Syrup Up Sans
12
Kelly Armerding
Wanna Waffle
13
Closed Menu in hands, Wanna Waffle cup in the background Window display
14
Kelly Armerding
or Wall
Youth Vote
15
SO, HOW DO YOU CHERISH A CLASSIC CITRUS DRINK?
SO, HOW03 DO YOU CHERISH A CLASSIC CITRUS DRINK? SAN PELLEGRINO Aranciata Anniversary Website
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Website Layout
Website Design
Paul Drohan
Chalet Comprime Baskerville
PROBLEM San Pellegrino, an Italian brand of mineral water and real-fruit sodas, is celebrating the 85th anniversary of its Aranciata drinks. San Pellegrino wanted to create a special website for the occasion that would promote the drinks and tell the story of the brand’s long history. The website needed to be playful and inviting while keeping aligned with the brand’s high-end aesthetic. The website targets a youthful audience, ages 17–33, who are developing a taste for premium sodas with real fruit and less sugar. SOLUTION To connect to the young target audience, the San Pellegrino special website was created in a one-page responsive format. A white cloth texture was used for the background to add depth and a vintage character to the layout. Playful illustrations, typography, and product images use parallax animations to create a dynamic experience. The palette of brick red, deep blue, and citrus colors, inspired by the rich tones of old Italian art and poster designs, was accented with a bright blue. The website includes an interactive side-scrolling section that shows the vivid history of the brand through past marketing campaigns and posters.
ENJOY IT!
HISTORY SWEET&BRIGHT huge success.
Aranciata85th
http://Aranciata85th.com
Sanpellegrino® Aranciata,
the famous Italian beverage made with real orange juice, has a unique taste and a long history, dating back to 1932. It has become a status worldwide, distinguished by Italian style. It tense aromas of real juice and peel from sun-ripened oranges, a taste that balances freshness with a predominantly citrusy finish. This delicious non-alcoholic sparkling fruit beverage fully conveys the natural taste of Italian oranges.
PURCHASE
STORE LOCATER PLEASE ENTER ZIP CODE
#Aranciata85th 20
Kelly Armerding
Sanpellegrino® Limonata,
Zesty and lemony on the tongue and the palate, Sanpellegrino® sparkling Limonata has a full satisfying taste. Limonata is made with the real juices o f ripe lemons from Southern Italy. This gives it a very fresh, excellent quality taste characterized by a perfect balance of great pleasantly tart and sweet notes. Limitationis a truly fragrant and thirst-quenching beverage.
Aranciata Rossa
is the beverage made with blood orange juice, perfect for those who love to quench their thirst while enjoying the delightful and intense fragrance of Sicilian blond and blood oranges. Its intense aroma of ripe blood orange juice brings out its elegance and a sweet. With a distinctive touch and delicate finish of citrusy notes, Aranciata Rossa’s taste is tangy, sweet and deliciously refreshing.
PURCHASE
PURCHASE
SHARE ARANCIATA
Share a photo of yourself enjoying an Aranciata beverage and use the #Aranciata85th to get featured on our Instagram and get entered to WIN AN ARANCIATA GIVEAWAY.
COPYRIGHT - 2016 SANPELLEGRIN
Read More
Read More
SWEET& BRIGHT Sanpellegrino® Limonata, Zesty and lemony on the tongue and the palate, Sanpellegrino® sparkling Limonata has a full satisfying taste. Limonata is made with the real juices of ripe lemons from Southern Italy. This gives it a very fresh, excellent quality taste characterized by a perfect balance of pleasantly tart and sweet notes. Limonata, a real fragrant, thirst-quenching beverage.
Sanpellegrino® Aranciata, the famous Italian beverage made with real orange juice, has a unique taste and a long history, dating back to 1932. It has become a status symbol exported worldwide,
PURCHASE
Aranciata Rossa is the beverage made with blood orange juice, perfect for those who love to quench their thirst while enjoying the delightful and intense fragrance of Sicilian blond and blood oranges. Its intense aroma of ripe blood orange juice brings out its elegance and a sweet, full and well-balanced taste. Cool and invigorating, with a distinctive touch
NO S.P.A. - P.IVA 00753740158 San Pellegrino
21
SINCE 1932 Aranciata! Sanpellegrino has been making this delicious and genuine Italian beverage since 1932! Come along with us and peek into the past 85 years of beautiful Aranciata history!
HOME ABOUT HISTORY PRODUCTS
Aranciata! Sanpellegrino has been making this delicious and genuine all-Italian beverage since 1932! Come along with us and peek into the past 85 years of beautiful Aranciata history!
BUY/STORE
San Pellegrino
23
85 YEARS SAVOR THE HISTORY SWEET&BRIGHT
Aranciata85th
Aranciata!
Sanpellegrino has been making this delicious http://Aranciata85th.com and genuine all-Italian beverage since 1932! Come along with us and peek into the past 85 years of flavor filled Aranciata history!
1932
Ezio Ezio Granelli Granelli introduces introduces SanpellegrinoÂŽ SanpellegrinoÂŽ Aranciata Aranciata to to the the public public at at the the Fiera Fiera CamCampionaria pionaria in in Milan Milan and and itit becomes becomes aa huge huge success. success.
24
Kelly Armerding
1950 Read More
Limonata and other beverages, all part of the range of Sanpellegrino Sparkling Fruit Beverages, are introduced on the market as refreshing beverages.
Read More
Read More
T San Pellegrino
25
HOW CAN YOU TRANSPORT YOURSELF TO LUSH GREEN HILLS OF THE YORKSHIRE DALES?
HOW CAN YOU 04 TRANSPORT YOURSELF TO LUSH GREEN HILLS OF THE YORKSHIRE DALES? JAMES HARRIOT Book Series Covers
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Illustration & Layout
Portfolio Building
Candice Lopez & Sean Bacon
Verlag
PROBLEM
Publisher Pan Macmillan is releasing a special series of James Herriot books to celebrate the classic British writer. A new cover design was needed to differentiate the books from
earlier designs and make them appeal to a younger audience. The book series targets young adults, ages 23-38, who enjoy
reading and who are interested in classic storytelling. The new book covers needed to look visually fresh and vibrant while
connecting to the rich, touching, and humorous storytelling. SOLUTION
The covers use lush greens and blues to evoke the sense of being on the fertile hills of the Yorkshire Dales. Bright
acrylic and watercolor illustration of abstracted hillsides are
layered on top of clean solid colored backgrounds to keep the
compositions minimal and contemporary. The three covers are united by the illustration, which bleeds from one cover to the next in a continuous landscape view. The sans-serif typeface
Verlag is used on the covers for its modern but friendly look.
This is mixed with the script Miss Le Gates, which adds human character to the layout.
READ AWAY
Book Mark
AFTER EVERY MILE, STEP, ACTION. WHERE CAN THEY BE HEARD?
AFTER EVERY 05 MILE, STEP, ACTION. WHERE CAN THEY BE HEARD? VOICES
Photographic Exhibition
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Collateral & Environmental
Logo & Packaging
Min Choi
Filmotype Quiet
PROBLEM
San Diego County is home to 236,000 Veterans. Over 3,500 are currently enrolled in the San Diego Community College District.
Voices: Honoring Veterans is a photographic exhibition of San Diego Veterans by City College professor David King. The show honors
the stories and sacrifice of veterans and acknowledges their power to shape the future. An identity was needed that would capture
these stories in a tasteful but powerful way. Marketing collateral was required to spread the word about this important event and create keepsakes for attendees. SOLUTION
The identity for the exhibition was created using Filmotype Quiet, a bold typeface with thick strokes that pays tribute to the stencil letters used to identify military gear. This was combined with Mr.
Dafoe, a respectful script with humanistic lines. A yellow-gold color
was chosen to create the fresh tone and differentiate from overused military green and patriotic colors. The logo’s modified letter ‘i’
emphasizes and honors the individuals who have sacrificed to keep us safe. Postcards, posters, and banners used high-contrast black and white photography to show faces from the veteran community.
RIGHT AT HOME
DESIGN THINKING
Creative Brief Target Audience The show will target San Diego City College students, the greater San Diego community and, most importantly, the veteran community. Key Message The show should portray an attitude of honoring US Military Veterans from our community. Also the graphics should be designed to remember that each Veteran has their own experience, individual voice, and story to tell. Personality and Voice The personality of the exhibit should be reverent and solemn with an appreciative and celebratory tone toward those who served. The voice should be respectful and formal without feeling inauthentic or impersonal. Desired Response The exhibit should encourage civilians to find a greater appreciation for Veterans. They should be inspired to share their experience with others. The Veterans who attend should feel honored and appreciated through the show. Design Considerations To spread the word about the show, budget-friendly marketing material must be designed and produced. The show will also require collateral, wayfinding and keepsakes including placards to help tell the story of the photographs and of the artists involved.
SKETCHES
LOGO
VO CES
Honoring Veterans ICONS
ADJECTIVES
Honoring Strong Bold Respectful
TYPOGRAPHY
Filmotype quiet A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Mr Dafoe Pro ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz
COLOR
Left: Voices gallery exhibition introduction, vinyl Right: Voices promotional street banners Right Bottom: Exhibition vinyl, Artist Bio, and thank yous
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Kelly Armerding
Voices Honoring Veterans
35
BLUE SEAS, GREEK ISLES. WHERE IS THE WIND PUSHING YOU?
BLUE SEAS, 06 GREEK ISLES. WHERE IS THE WIND PUSHING YOU? SAILFIN
Oceanic Excursions
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Branding
Logo & Packaging
Min Choi
Comenia
PROBLEM
Sailfin Oceanic Excursions is a company that provides high-
end sailing adventures. Based in Greece, the company offers multi-day trips in the Mediterranean’s expansive and scenic
waters. Sailfin’s educational, hands-on excursions differentiate from traditional cruises and target a clientele of couples ages
35-50 and families with an adventurous spirit. Sailfin supports
the economy of Greece by hiring local guides who give the trips cultural authenticity. SOLUTION
The logo for Sailfin features the flying fish (from which the
company gets its name), mixed with the wings of a griffin from Greek mythology. The name and logo are also inspired by the way a sailboat flies across the water. The logo uses Comenia
Serif, a robust slab whose stable stance gives the brand a sense of reliability. The brand also uses the sans-serif version of the font, which is highly readable and has strong unity with the logo. The primary brand color of navy blue represents strength and dependability and is complemented by a rich, friendly orange. The brand is applied creatively to marketing collateral, apparel, and a wellness kit for travelers to take on their adventure to sea.
TO GO SAILING
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Kelly Armerding
N F I ONS I CLE X C U R S I A I S AN OC
E
Sailfin
41
HAS YOUR COFFEE LOST ITS SPARK?
HAS YOUR 07 COFFEE LOST ITS SPARK? BRIKI BRIKI Greek Cold Brew Coffee
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Packaging
Logo & Packaging
Min Choi
Neutraface Condensed Charter
PROBLEM
Briki Briki is a Greek cold brew coffee line that is sold
internationally. The product is inspired by traditional Greek
coffee brewed in a Briki kettle. The beverage stays true to the authentic flavor of traditional coffee, but packages it into a
product that is easy to take on the go or enjoy at home. Briki
Briki targets coffee lovers, aged 24-39, who are searching for a more interesting way to enjoy their favorite drink. SOLUTION
In order to convey the richness and comfort of Greek culture and coffee drinking, Briki Briki uses a palette of warm and earthy hues along with copper and metallic tones. The Serif typeface Charter is mixed with Neutraface Condensed, giving lots of character to the brand voice. The small, curved bottles mirror the lines of the traditional Greek kettle and were chosen because Greek coffee’s strong flavor is best enjoyed in small amounts. A portion of Briki Briki’s sales is donated to Coffee Kids, a nonprofit that helps coffee communities around the world overcome labor and trade difficulties in the industry.
SPICE IT UP!
WHERE CAN YOU SEE A STORY COME TO LIFE?
WHERE CAN 08 YOU SEE A STORY COME TO LIFE? LAMB’S PLAYERS Theatre Rebranding
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Branding & Marketing
Page Layout
Sean Bacon
Titling Gothic
PROBLEM
Lamb’s Players Theatre is a San Diego entertainment group that is known for high quality productions within intimate
venues. The company, whose audience is heavily represented by a mature crowd, wanted to rebrand itself to reach a younger market, ages 25-40. The new brand needed a fresh, modern aesthetic and a more casual, authentic voice. SOLUTION Central to the new brand is black and white photography, which features emotional moments from performers. The tall format of posters and other items helped to support these images and pull focus to the figures. A wordplay collage, set in a vibrant yellow, sits on top of the images, enhancing the emotion and creating a bold aesthetic. Titling Gothic, a flexible sans-serif system with many weights and widths, provided much variation and texture while keeping pieces unified. The typeface is also used in the new logo, a dynamic and bold type lockup.
ON THE STAGE
DESIGN THINKING
Positioning Although live theater is an art of diversity, the platform has increasingly attracted a more mature audience. The goal for the Lamb’s Theatre rebrand was to position the offerings to attract a younger audience to experience the live productions and leave them wanting to come back again and again.
POSITIONING STRATEGY Aesthetics To attract a younger demographic, the branding needs to feel dynamic, fresh, and modern. Marketing To promote Lamb’s Theater’s new look, marketing efforts should focus on digital platforms including social media and mobile-friendly websites. Price To make offerings more affordable for a younger audience, tickets will be offered at 1/2 off for anyone 35 and under. Product The lineup for future season’s at Lamb’s Theater should include productions that are relevant to younger audiences. Personnel Lamb’s Theater must create internships to bring in more young faces to the staff, such as the ushers at the plays.
SKETCHES
P L AY E R S
THEATRE
LOGO
ICONS
ADJECTIVES
Young Modern Classy Bold
COLOR
TYPOGRAPHY
TitlingGothicFB Comp A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Left: Mobile friendly ticket ordering Right: Poster-18”x40” for Lamb’s 2017 season
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Kelly Armerding
SET
S T H LIG
COSTU
R A E L
M R O F PRE
PA S S I O
T
R E T A E H E G A T S
ACT
N
SIN
S P O R P
S T IL G H
STAGE
IL
P L AY E R S
2s e 0a s1 o 7n
THEATRE
TH
Now in our 44TH Year, Lamb’s is one of Southern California’s leading non-profit performing arts organizations. We produce year-round in two vibrant locations:Lamb’s Players Theatre in the charming island community of Coronado, and the Horton Grand Theatre in San Diego’s exciting Gaslamp Quarter.
OUR TWO THEATRES
Lambs Players Theatre 1142 Orange Ave. , CA 92118
Learn more & buy tickts at l a m b s p l a y e r s . o r g call us at ( 6 1 9 ) 4 3 7 - 6 0 0 0
Are you 35 years old or younger? Sign up for free at : lambsplayers.org/under30 As a member of the Under35 Club, you’ll receive half price tickets to all of the Lamb’s Players productions.
Horton Grand Theatre 444 Fourth Ave., San Diego CA 92101
Check us out on social media:
instagram.com/lambsplayers twitter.com/lambsplayers facebook.com/LambsPlayers
Lamb’s Players Theatre
53
WHAT COULD BE BETTER THAN TO HARVEST YOUR OWN GARDEN?
O
WHAT COULD BE 09 BETTER THAN TO HARVEST YOUR OWN GARDEN? GROWN
Gardening and Cooking Magazine
CATEGORY
INSTRUCTOR
COURSE
TYPEFACES
Editorial Design
Page Layout
Sean Bacon
Requiem Text
PROBLEM Grown Magazine is a new periodical created for people who are interested in growing and cooking their own food. The magazine celebrates the process of cooking and gardening in a fresh and elegant way. Grown targets an expanding culture of people aged 25–40 who wish to cultivate a healthy lifestyle and know where their food comes from. Grown’s revenue comes almost entirely from subscriptions from dedicated readers who don’t mind paying a premium for authentic content free from the influence of Big Food. SOLUTION Grown’s masthead uses Requiem Text, a graceful typeface with elegant serifs that brings an air of history and richness to the cover. This is combined with Andes Condensed, a fresh and clean sans-serif, which contributes a modern tone. The magazine’s imagery is an eclectic blend of vintage illustrations and bright food photographs. The clean and minimal covers differentiate from traditional food magazines which are covered with headlines. Feature articles layer text and photography together creating fresh and engaging visuals. A 12-column grid provided a flexible layout system for setting copy, images, headers, and pull-quotes together with unity and dynamic white-space.
EATING IT.
O
DESIGN THINKING
Differentiation Grown Magazine caters specifically to food lovers who like to garden as well as cook and who appreciate organic and Farm-to-Table food. The magazine will differentiate itself from more traditional food and gardening periodicals through its elegant and clean aesthetic.
Bon Appetit magazine is a quick and casual styled magazine that is designed for a very wide audience and broad appeal. The sister magazine Gourmet was discontinued for similar features trying to be too many things at once. Grown magazine differs in that it is designed for a particular niche audience. Also, the magazine’s revenue comes from subscriptions, eliminating the need for ads that clutter the experience.
Organic Gardening is a How-to driven magazine with more focus on gardening than cooking. Their look is generic—designed to cater to a broad audience. Grown magazine differs in that it combines both gardening and cooking and presents them both in stylized and beautiful detail.
SKETCHES
LOGO
APRIL 2015
VOL 12 NO.3
FROM YOUR GARDEN
ON TO YOUR PLATE
ICONS
ADJECTIVES
TYPOGRAPHY
Elegant
Andes Condensed
Beautiful Resourceful
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Honest
Requiem Text
Alive
ABCDEFGHIJKLMN OPQRSTUVWXYZ
Young
abcdefghijklmn opqrstuvwxyz
COLOR
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Kelly Armerding
Grown Magazine
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Filler image
NEW HOPES, NEW FEARS. HOW CAN YOU HELP?
NEW HOPES, 10 NEW FEARS. HOW CAN YOU HELP? IMPACKED
Nonprofit for Refugees CATEGORY
INSTRUCTORS
COURSE
TYPEFACES
Branding
Portfolio Building & Web Design
Sean Bacon & Candice Lopez
Dolly
PROBLEM
Facing the Syrian refugee crisis, the worst humanitarian
disaster of our time, a new nonprofit, Impacked, has been
created that helps welcome refugees immigrating to San Diego. The company creates welcome kits for Syrian kids through a community effort. A brand identity, messaging, and marketing material was needed to spread the word about this vital cause and get people involved. Impacked’s main audience is leftleaning couples and parents ages 30–49. SOLUTION Impacked’s identity, a hand-lettered lockup, was designed with humanistic flair. The tagline ‘Ahlan wa Sahlan,’ which translates to ‘most welcome,’ is done in a unified style. A color palette of deep maroon, pale blue, and golden yellow was derived from Syrian cultural art and fabric. Powerful human-centered photography is used throughout the website and collateral to paint a picture of the people who need help. Contributors to Impacked receive a branded starter kit that can be further filled with items to help the kids who ultimately receive them. The kit includes a backpack, water bottle, pencil bag, and other items, along with a booklet and packing list that helps educate volunteers and direct them to purchase items that are most helpful to the kids.
WELCOME THEM
DESIGN THINKING
Big Idea CONCEPT: Support refugee kids from Syria who are immigrating to San Diego by creating welcome kits. PURPOSE: To enrich the lives of refugees. VISION: A world where all refugees have a welcoming and peaceful transition. MISSION: To provide essential comforts and basic needs to kids who are facing a challenging transition to a new location and culture. VALUES: Compassion We have deep concern for the suffering of others. Community We work to bring people of different cultures together. Responsibility We are reliable and trustworthy in all that we do. Transparency We strive to build a relationship of trust with those we serve.
BIG IDEA: Creating Impact for Refugees in Need
SKETCHES
LOGO
PATTERNS
ADJECTIVES
TYPOGRAPHY
Enlightening
Dolly
Generous Informational Kind Passionate
COLOR
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz
Helping You Help Others
Menu
Making kits that impact the lives of children in San Diego from around the world.
Join the Movement
About Impacked Countless Refugee families form all round the world come to San Diego each year seeking out a safer place for their loved ones, hoping they can find a life better than the destruction and devastation they have left behind them.
Learn More
The Pack Sign up to receive and fill one of our Kits that go to refugee kids in your very own neighborhood and check out our packing tips and inspiration.
Order Now
Home
Impacked
About About Kits Impacked Kits
Countless Refugee families form around the world come to San Diego each year seeking out a safer place for their loved ones, hoping they can find a life better than the violence, destruction and devastation they have left behind them.
Countless Refugee families form around the world come to San Diego each year seeking out a safer place for their loved ones, hoping they can find a life better than the violence, destruction and devastation they have left behind them.
Learn More
Learn More
About
Stories Stories Donate Donate
Join the Movement Join the Movement
Your Giving
makes a difference
See and hear the stories of children who have received a kit from the ‘Impacked’ par ners and see what it means to them, how it made a difference, and brought a smile to their face.
‘Most Welcome’
a kit for Syrian Refugee Children in San Diego
The title name ‘Ahlan wa Sahlan’ is Arabic for ‘Most Welcome’, and that is exactly how we want these kids and their families to feel when they receive their kit.
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Kelly Armerding
Impacked
71
GRE AN
D CRAFTE est
FE E
H
EK COF
D
1973
HOBNA I L S EN ’S B O O T
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HABITS
DRINKING
P L AY E R S
THEATRE
M
Modern Theater
Roasting Company
Veterans Exhibition
Youth Voting Campaign
Premium Footwear
Casual Restaurant Logo
Greek Oceanic Excursions
Spicy Jelly Brand
Preforming Arts Group
Tom Smith Comedy
Refugee Kids Nonprofit
Personal Identity
Kelly Armerding
VO CES
Honoring Veterans
SAILFIN
Sweet
HEAT
Logo Spread
75
THANK YOU
thank you, thank you, thank you!
To Candice Lopez and all my teachers at city college, for your passion for design, your kind support, and all that you have taught me. A HUGE thank you to Bradford Prairie and Sean Bacon, for your countless hours of help and feedback and for giving far beyond what is required of you as a teachers. To the Portfolio graduating class of 2017, for your helpful critiques, support, and encouragement. And to my family & God for your constant love and support.
COLOPHON
this book brought to you by...
CREATOR: Kelly Armerding CONTACT: kelly.a.armerding@gmail.com PROGRAM: San Diego City College Graphic Design PRINTER: Sunset Press BINDER: International Bindery PHOTOGRAPHY: Bradford Prairie, some images form Google- for inspiration only, pexel.com, and by me. FONTS: Gotham Narrow Typeface Family, and Walbaum Typeface Family SOFTWARE: Adobe Creative Cloud Suit