don ’ t T H E C O L L E C T E D WO R K S O F
ov e rt hin k L AU R E N H U N Z I K E R
t his
don ’ t ov e rt hi n k t his
The Collected Works of L auren Hunziker
Colophon School: Academy of Art Univeristy, School of Graphic Design Course: Senior Portfolio Instructor: Mary Scott Student: Lauren Hunziker Telephone: 310.500.6582 Address: 373 N Grenola Street, Pacific Palisades, CA 90272 Email: hello@laurenhunziker.com Photography: Lauren Hunziker Title of Book: Don’t Overthink This: The Collected Works of Lauren Hunziker Book bindery: Blurb.com Text stock: Blurb Premium Matte Fonts: Gotham HTF / Hoefler Text Software: Adobe Creative Suite 5.5 Š 2012 All rights reserved. No part of this publication can be reporduced without express permission from Lauren Hunziker.
For t h e f u t u r e , w h at ev e r it h as i n st or e for m e .
10
“ L au r e n, don ’ t ov e rt hi n k t his .” — Ever y instr uctor I’ve had since day one.
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
In t rod u c ti o n
context
11
Hello
Strive to be
My name is Lauren. I’m a Designer. I’m a Problem Solver. A Communicator. A
Curious
Critical Thinker. I’m that particular breed of human that eats, drinks, lives, and
Committed
breathes it. For me, design does not stop at the screen of my computer or the two
Confident
dimensional page. Design is an experience. It is immersive.
Grateful
I see design as the perfect collaboration of logic, creativity, and perspective. A triangle of the intellectual, emotional, and thoughtful resulting in a final product
In a constant state of wonder
that resonates with whomever it comes in contact with. I can say with a decent amount of certainty that I have not completed a design course at the Academy without hearing some iteration of the phrase, “Lauren, you’re overthinking this.” I hardly consider this a criticism.
Strive to do Observe Absorb
Great design is more than what you see. It’s how it makes you feel, makes you
Adjust
relate to the world around you. Great design is thought provoking. So, when it
Experience
comes to design, I can’t think of a single reason why I wouldn’t want to put as
Learn
much thought into it as I expect to get out of it.
Grow
About me
Other interests
I was born in LA. I’ve lived in SF. I’d rather be traveling. I love reading and hate
Art history
ignorance. The earth isn’t going to save itself. Life is too short to eat bad food.
Social anthropology Sustainable living Developmental psych Cultural context Neurobehavioral science Cooking + baking Film photography Being in nature
10. Hom e m a de L i v i ng 28. Nati v e C a l ifor ni a ns 4 4 . R ise U p 68. Boa r dwa l k E m pir e 88. Shov e l + Pail 104 . T h e K e n n e l 112 . L e a r n St u ff. W r it e Be t t e r . 12 0. L on e Sta r br ew e ry 13 2 . T r a de r Joe ’ s 154 . M e rc a n til e 174 . Assort e d Ide n titie s
14
Be e s a r e i nc r e dibl e l it t l e c r e at u r e s 1 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
15
Title
Task
Homemade Living:
Pet Care Product Brand
Book Companion Beekeeping Starter Kit
and Packaging
Inf luences
Elements
“Keeping Bees” by Ashley English from the Homemade Living Series
5-Frame Hive
Homestead living cultural shift
Beekeeper’s Helmet
Simplicity of quality tools
Beekeeper’s Gloves
Minimal, sustainable materials
Bee Smoker Bee Brush
Objective
Frame Tool Hive Tool
Choose a type of pet care products, develop the brand and apply packaging sys-
Honey Jars
tem multiple types of forms.
Honey Wand
Approach
Duration
When faced with this project, I wanted to look beyond oft-used solution of typi-
6 weeks
cal household pets and look into other types of animals that people choose to keep. I had recently become enamored with the increasingly popular style of selfsufficient, environmentally conscious living defined as “Homesteading”. This ran
Key Words
parallel with a recent introduction into the importance of pollinators to our entire
Fun
agriculture system and the devastation of Colony Collapse Disorder.
Inviting
Homemade Living is a pseudo-brand that acts as a masthead for the series of DIY
Informative
homesteading books written by Ashley English. The first two books, released in
Clean
2010, were Keeping Chickens and Canning + Preserving. The second two install-
Light
ments, released in 2011 were Home Dairy and Keeping Bees. The books help bring
Unassuming
the newly revived concept of homesteading to a basic DIY level that almost anyone can achieve. So, when I stumbled upon Ashley English’s series of books, it became instantly clear that what they lacked were the accompanying tools to carry out what she writes on. I wanted to create a companion starter kit to the book for
Instr uctor Tom McNulty
the novice urban or suburban beekeeper. Buy the book, open the box, and you’re ready to start you own thriving hive!
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Te n
16
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
17
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Te n
18
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
19
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Te n
20
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
21
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Te n
22
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
23
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Te n
24
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
25
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Te n
26
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
27
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Fo u r tee n
28
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
29
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Te n
30
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
homemade living
31
C o u rse
pac k ag e d e s i g n 3 : a dva n c e d 3 d b r a n d i n g
O n e of Te n
32
T h e su rv i va l of cu lt u r a l a n d ecol ogic a l di v e rsit y 2 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
n at i v e C a l i f o r n i a n s
33
Title
Task
Native Californians:
Print Publication
The Traditions, Culture, and Survival of California’s Tribes
Inf luences
Elements
California pride
84-Page Book
Traditional and modern native geometric motifs
Website
Photography of Ansel Adams and Edward Curtis Distaste for bad museum dioramas
Objective Choose a topic based on the theme of survival. Research and collect text content and design a book and accompanying website.
Duration 14 weeks
Key Words Survival
Approach
Tradition Geometric
California is an extremely diverse part of North America. Drive two hours in any
Simplify
direction and you can go from the driest of deserts to snow covered mountains,
Amplify
from beautiful coastlines to ancient redwood forests. California is also one of the
Culture Shock
most fertile parts of the United States, over half the nation’s produce comes from California. This varied and abundant landscape gave rise to 58 different native tribes, all of which developed their own methods of survival based on the neces-
Instr uctor
sities determined by where they lived. The tribes that lived and thrived in Califor-
Carolina de Bartolo
nia, developing generations of specialized survival skills and knowledge of the geography and ecology of their surroundings, have either been extinguished or struggle to hold on to the last vestiges of their culture. My goal was to have this book relate to the theme of survival in two parts, the way of life and survival of the tribes of different climates of California, and the continued efforts to help the culture survive through modern times. But when most people think of Native Americans, the first visuals that come to mind are something akin to a natural history museum diorama. And while a good amount of Native American culture is rooted in those traditions, it’s a culture that is as varied, vibrant, and evolving as any other. Visually I wanted to present it as such. Taking inspiration from the beautiful designs and motifs from traditional native arts like basket weaving, clothing decoration and personal adornment, and petroglyphs, while incorporating contemporary design aesthetics in a way that redefines how people think about native culture.
C o u rse
T ypogr aphy 3: complex hier archy
Two of Te n
34
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
n at i v e C a l i f o r n i a n s
35
C o u rse
T ypogr aphy 3: complex hier archy
Two of Te n
36
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
n at i v e C a l i f o r n i a n s
37
C o u rse
T ypogr aphy 3: complex hier archy
Two of Te n
38
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
n at i v e C a l i f o r n i a n s
39
C o u rse
T ypogr aphy 3: complex hier archy
Two of Te n
40
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
n at i v e C a l i f o r n i a n s
41
C o u rse
T ypogr aphy 3: complex hier archy
Two of Te n
42
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
n at i v e C a l i f o r n i a n s
43
C o u rse
T ypogr aphy 3: complex hier archy
Two of Fo u r tee n
44
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
n at i v e C a l i f o r n i a n s
45
C o u rse
T ypogr aphy 3: complex hier archy
Two of Fo u r tee n
46
NATIVE CALIFORNIANS ABOUT THE BOOK
T R ADITIONS
SPECIFICATIONS
CULT URE SURV IVA L OF CA LIFORNIA‘S T RIBES
NATIV E CA LIFORNIANS
The original inhabitants of what we now know as the state of California were a unique and diverse people, distinct in
almost every way from the native populations in the rest of North America. California’s varied landscape and abundant resources provided many different advantages and obstacles that the native people learned to utilize and survive through. This book offers a comprehensive look at the regional
A BOU T T HE BOOK
Side-sewn casebound 85 pages 17 photographs 16 information graphics 2 spot colors + black 80lb text weight paper
traditions, cultures, languages, and survival skills of the California tribes, their history, and the continued survival of today’s native population.
PRE V IE W BU Y T HE BOOK
6.75 x 8.75 inches
CONTENTS
“The most comprehensive view of native California culture available today. Bringing together history and facts, culture and narrative into a perfectly illustrated volume that brings native heritage to a wider audience.”
REFERNCES
Susan Salter Reynolds, The Los Angeles Times Book Review compiled and designed by
L AUREN HUNZIKER
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D o n’ t O ve r thi n k T hi s
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P rojec t
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n at i v e C a l i f o r n i a n s
47
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1230 Hyde Street
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Contact
San Francisco, CA 94109
shop@hunzikerbooks.com
Returns & Shipping
United States of America
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Terms & Conditions
Hunziker Books
© 2011 Lauren Hunziker. All Rights Reserved.
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www.hunzbooksblog.com
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shop@hunzikerbooks.com
Returns & Shipping
United States of America
info@hunzikerbooks.com
Terms & Conditions
Hunziker Books
© 2011 Lauren Hunziker. All Rights Reserved.
C o u rse
T ypogr aphy 3: complex hier archy
Join Our Email List
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Two of Te n
48
Gr a b you r w hisk a n d r ise u p for t h e b a k i ng r evolu tion 3 of 1o
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
49
Title
Task
Rise Up: A Baking Exposition for the New Generation
Event Branding
Inf luences
Elements
Chef and baker tattoo culture
Poster Series
Soviet Russian propaganda print design
Advertising
Saul Bass cut paper designs
Event Environment
Slow Food Nation 2008 event in San Francisco
Website Brochure
Objective
Invitation Tickets
Create a brand for an event or convention, then apply this new identity across a
Name Tags
variety of print and digital media to create a fully-integrated experience.
Take Away: Tattoos
Approach
Duration
I wanted to create an event that not only targeted a specific group of people, but
14 weeks
one that is currently not being catered to. The professional baking world is an old boys club that is slowly being chipped away at by the youthful and eccentric newcomers and I wanted to reflect that in the design. The phrase “Rise Up” presented
Key Words
itself to me right away because it’s a very bad bread-baking pun and, more impor-
Hip
tantly, a very direct call to action that set the tone for the entire design.
Playful
If I was going to use this design to inspire and empower a group of people, I knew I
Witty
had to come up with a concept that could hold up its own weight. The idea of pull-
Optimistic
ing people together under a manifesto through propaganda seemed like a perfect
Colloquial
dichotomous solution to something perceived as so sedate as baking.
Persuasive
Instr uctor Nicole Flores
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
50
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
51
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
52
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
53
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
54
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
55
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
56
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
57
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
58
THE MANIFESTO
The revolutionist baking epoch has arrived. The time has come for bakers to take back the artistry that is baking. Join us, comrade. Take up your whisks, your spatulas, your rolling pins and march forward into the dawn of a new day in the land of flour-y confections. Above all we believe necessary: The abolition of everyday mediocrity from the pleasures of the palate. When in doubt, bake. Bake for the few. Bake for the masses. Baking is essential. Baking is unique. Baking is an art. Baking is a science. Baking feeds the eyes, the body, and the soul. The Revolution Will Not Be Microwaved. We will scoff at and shun the mass-produced, overprocessed impostors that line the shelves of the supermarkets. Baking will be fresh. Made with purpose and love.
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
59
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Fo u r tee n
60
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
61
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
62
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
63
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
64
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
65
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Fo u r tee n
66
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
67
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
68
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
69
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
70
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
rise up
71
C o u rse
G r a p h i c D e s i g n 3 : s y s t e m d e v e lo p m e n t
T h ree of Te n
72
A ge n t l e m a n ’ s e m pir e is bu ilt on t h e fac e h e shows t h e wor l d 4 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
73
Title
Task
Boardwalk Empire: Gentlemen’s Skin Care
Product Packaging
Inf luences
Elements
Art direction of Adam Scher
Product In-Store
Prohibition and Women’s Suffrage Signage
Display
Art Deco, Neoclassical, and Avant Garde architecture, design, and fashion.
Talcum Powder
1918–1920 Atlantic City Boardwalk advertisements
Pre-Shave Oil After-Shave Tonic
Objective
Shaving Soap Shaving Soap Bowl
Choose a brand entirely unrelated to skin care, rebrand it and design packaging for
Shaving Soap Brush
a line of skin care products and the accompanying in-store display.
Single Blade Razor Razor Strop Hair Pomade
Approach The traditional choice of brands for this project tended to center around physical
Duration
products. But with the entertainment industry increasingly marketing productions
6 weeks
as complete lifestyle brands, it occurred to me that a brand with an intangible product offers just as many marketing solutions. Boardwalk Empire is an original television show produced and aired by HBO.
Key Words
Based on a historical-fiction novel of the same name, Boardwalk Empire is set in
Classy
Atlantic City, New Jersey in 1920. Beauty and skin care products were reaching a
Clean
high point at the time when the show takes place, and the period costumes and
Sophisticated
design are a big draw for viewers. Tapping into that connection with a line of skin
Historically Accurate
care products would increase brand equity and change the way viewers inter-
Geometric
act with the show. My goal for this project was to bring the brand of Boardwalk
Polished
Empire to the next level of marketing and consumer possibilities by offering skin care products that embody the lifestyle of the show, while remaining consumerfriendly.
Instr uctor Tom McNulty
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Te n
74
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
75
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Te n
76
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
77
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Fo u r tee n
78
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
79
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Te n
80
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
81
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Fo u r tee n
82
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
83
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Te n
84
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
85
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Te n
86
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
87
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Te n
88
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
89
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Te n
90
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
B oa r d wa l k E m p i r e
91
C o u rse
Pac k ag e D e s i g n 3 : A dva n c e d 3 D B r a n d i n g
Fo u r of Fo u r tee n
92
W h e r e doe s pl astic com e from? W h e r e doe s it g o? 5 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
s h ov e l & pa i l
93
Title
Task
Shovel & Pail: The Story of Plastic
Print Publication and Product Development
Inf luences
Elements
“The World Without Us” by Alan Weisman
94-Page Book
The Work of Captain Charles Moore, Algalita Marine Research Foundation
Product Proposal
Study of consumerism, planned obsolescence, and “junk toys” Petroleum extraction and processing impact “Natural Fibers, Biopolymers, and Biocomposites” by Amar K. Mohanty
Duration
“Green Plastics” by E.S. Stevens
14 weeks
Objective
Key Words
As part of The R3 Initiative, identify a product that is environmentally unsustain-
Sustainable
able and redesign it. Design a book highlighting the history and research behind
Relatable
the product and the changes to be made.
Bright Educational
Approach It’s a common sight to see an abandoned bucket or shovel that has washed up
Inviting
on shore or been left behind by distracted families after a child turns away and
Instr uctor
the toy gets whisked away by the waves. Not only are these toys a wasteful use
Tom Sieu
of petroleum resources and an environmental danger, they’re contributing to the “Great Pacific Garbage Patch”, an island of non-biodegradable, man-made debris and refuse that is collecting in the Pacific Ocean between California and Hawaii and kept there by the circulating currents. The purpose of this book is to educate the reader about the big picture impact of plastic from source to disposal through the small picture example of beach toys. The goal of this book is to introduce the reader to a new way of thinking about plastic and to a potential sustainable, biodegradable replacement material.
C o u rse
P r i n t + D i g i ta l M e d i a 2 : e n v i r o n m e n ta l d e s i g n
Five of Te n
94
hundreds OF PLASTIC BEACH TOYS ARE lost TO THE WAVES OR left behind ON THE BEACH. THOSE THAT AREN’T FORGOTTEN USUALLY DON’T MAKE IT PAST THE SEASON AND END UP IN THE trash.
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
s h ov e l & pa i l
95
C o u rse
P r i n t + D i g i ta l M e d i a 2 : e n v i r o n m e n ta l d e s i g n
Five of Te n
96
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
s h ov e l & pa i l
97
C o u rse
P r i n t + D i g i ta l M e d i a 2 : e n v i r o n m e n ta l d e s i g n
Five of Te n
98
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
s h ov e l & pa i l
99
C o u rse
P r i n t + D i g i ta l M e d i a 2 : e n v i r o n m e n ta l d e s i g n
Five of Fo u r tee n
100
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
s h ov e l & pa i l
101
C o u rse
P r i n t + D i g i ta l M e d i a 2 : e n v i r o n m e n ta l d e s i g n
Five of Te n
102
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
s h ov e l & pa i l
103
C o u rse
P r i n t + D i g i ta l M e d i a 2 : e n v i r o n m e n ta l d e s i g n
Five of Te n
104
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
s h ov e l & pa i l
105
C o u rse
P r i n t + D i g i ta l M e d i a 2 : e n v i r o n m e n ta l d e s i g n
Five of Te n
106
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
s h ov e l & pa i l
107
C o u rse
P r i n t + D i g i ta l M e d i a 2 : e n v i r o n m e n ta l d e s i g n
Five of Te n
108
Don ’ t spe a k u n l e ss you h av e som et hi ng wort h h e a r i ng 6 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
i n t e r ac t i v e p r i n t d e s i g n : at t e n t i o n
109
Title
Task
Interactive Print Design: Attention
Print Design
The Kennel Written Arts Collective and Literary Journal
Inf luences
Elements
Layered messaging
Interactive Poster
Lenticular images that change if seen from different perspectives Mid-century advertising headlines Retro concepts of sci-fi brainwashing
Duration 3 weeks
Objective Based on a randomly assigned name and area of the arts, design an interactive
Key Words
poster to market and promote your new San Francisco-based arts organization.
Bold Unexpected
Approach
Provocative Direct
The Kennel is a literary magazine that publishes modern satire and creative nonfiction. They aim to reach readers that are smart, quick thinkers who have strong opinions on anything they put their mind to be opinionated about. They have a
Instr uctor
loyal following of readers who identify themselves as part of “the group”. There
Max Spector
are two kinds of people, the uninformed masses who do not read the publications, and those that do. The goal was to create a poster that was engaging and would convey the voice of the organization, which is very forward and blunt. Since part of The Kennel’s mission is to really speak to their audience, I wanted to poster to almost literally speak to the viewer. The piece carries its written message in the same way that it would be punctuated verbally if it were said aloud. Short, succinct sentences presented as fact. A one, two punch. The bold singularity of the main statements is balanced with the smaller, secondary portion of type which provides the viewer with the basic information, woven in among the magazine’s manifesto, a series of “We are…” statements that further emphasizes the collective thought behind the publication itself.
C o u rse
P r i n t + D i g i ta l M e d i a 1
S ix of Te n
110
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
i n t e r ac t i v e p r i n t d e s i g n : at t e n t i o n
111
C o u rse
P r i n t + D i g i ta l M e d i a 1
S ix of Te n
112
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
i n t e r ac t i v e p r i n t d e s i g n : at t e n t i o n
113
C o u rse
P r i n t + D i g i ta l M e d i a 1
S ix of Te n
114
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
i n t e r ac t i v e p r i n t d e s i g n : at t e n t i o n
115
C o u rse
P r i n t + D i g i ta l M e d i a 1
S e ve n of Fo u r tee n
116
Ope n you r m i n d a n d w r it e som et hi ng wort h r e a di ng 7 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
i n t e r ac t i v e p r i n t d e s i g n : a m a lg a m at i o n
117
Title
Task
Interactive Print Design: Amalgamation
Print Design
Learn Stuff. Write Better. Collaborative Event
Inf luences
Elements
Golden section geometry
Interactive Invitation
Duality of composition and expression in creative writing
Take Away
Christmas prize poppers
Double-Sided Booklet
Flip books
Duration Objective
3 weeks
Develop a collaborative event by a hypothetical non-profit organization and arts organization and design an accompanying print piece and marketing mailer.
Approach
Key Words Geometric Thoughtful
Learn Stuff. Write Better. is a collaboration with The Kennel and Universal Knowl-
Inspiring
edge Series. It is a yearly writing workshop and lecture series where speakers from
Understated
all areas of study and profession are brought in to discuss their views on the chosen theme and explore what it means to be human and what that insight can tell us about ourselves. This year’s theme is Geometry in Nature, the idea that the largest
Instr uctor
to the smallest portions of our lives can be linked together through patterns.
Max Spector
The concept for the design came from the clear-cut simplicity of math mixed with the off-center quirks that come with creative writing. The print piece is meant to be a promotion for this year’s event by showcasing some written work from the previous year, a booklet of first and last lines of short stories written by the attendees. The dual form illustrates the jump from the beginning to the end of a story and the duality of where a story begins and where it can end. The mailer has a sense of intrigue and mystery to it by having only a minimal amount of information about where it is being sent from. The reward comes from opening it and finding a much more densely populated invitation as well as a gift in the form of a little notebook and pencil, which the recipient is encouraged to use to start their creative writing before event getting to the event.
C o u rse
P r i n t + D i g i ta l M e d i a 1
S e ve n of Te n
118
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
i n t e r ac t i v e p r i n t d e s i g n : a m a lg a m at i o n
119
C o u rse
P r i n t + D i g i ta l M e d i a 1
S e ve n of Te n
120
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
i n t e r ac t i v e p r i n t d e s i g n : a m a lg a m at i o n
121
C o u rse
P r i n t + D i g i ta l M e d i a 1
E ig ht of Fo u r tee n
122
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
i n t e r ac t i v e p r i n t d e s i g n : a m a lg a m at i o n
123
C o u rse
P r i n t + D i g i ta l M e d i a 1
S e ve n of Te n
124
t h e be st be lgi a n st y l e be e r br ew e d i n t h e h e a rt of t e x as 8 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
lo n e s ta r b r e w e r y
125
Title
Task
Lone Star Brewery
Branding Design
Inf luences
Elements
Vintage European and American beer labels
Logotype
Turn-of-the-century letterpress
Stationary System
Traditional calligraphy and blackletter
Tap Handle
Texas state flag
Coasters Event Invitation
Objective Based on randomly assigned name and industry, design a unique identity and personality. Expand visual identity by developing a branded event.
Event Beer Bottles
Duration 14 weeks
Approach Lone Star is a large-scale craft brewery based in San Antonio, Texas that marries
Key Words
the time-honored traditions of Belgian brewing methods with the personality and
Loud
style of Texas. The goal for this project was to create a design that spoke to the
Bright
bold, independent spirit of the Lone Star Brewery and successfully depict the
Extroverted
dichotomy of the company’s origin. The colors that I chose for the logo and sta-
Engaging
tionary were inspired by the contrasting colors in vintage European and American
Eclectic
beer labels. Throughout the logo, stationary, and promotional elements I wanted
Distinctive
to use multiple typefaces as a callback to traditionl letterpress broadsides.
The Beer & Truck Festival is modeled after the Gambrinus Festival in Belgium.
Instr uctor
This unique event celebrates brewery trucks and drivers with an afternoon filled
Max Spector
with food, music, games, and of course plenty of beer. The copy writing was extremely important in the invitation. Between the typography and the actual copy I wanted to accomplish two things. The first being that it literally almost shouted, “BEER! TRUCKS! WOO!” To appeal to the assumed audience (21-35, enthusiastic, beer-drinking Texans), while making the excitement of the event totally inescapable. The second was to include smaller, more pointed humor in the details of the information to create more of a dialogue between the audience and the voice of Lone Star and the event.
C o u rse
G r a p h i c D e s i g n 2 : I n t e g r at i n g P r i n c i p l e s
E ig ht of Te n
126
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
lo n e s ta r b r e w e r y
127
C o u rse
G r a p h i c D e s i g n 2 : I n t e g r at i n g P r i n c i p l e s
Ni n e of Fo u r tee n
128
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
lo n e s ta r b r e w e r y
129
C o u rse
G r a p h i c D e s i g n 2 : I n t e g r at i n g P r i n c i p l e s
Ni n e of Fo u r tee n
130
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
lo n e s ta r b r e w e r y
131
C o u rse
G r a p h i c D e s i g n 2 : I n t e g r at i n g P r i n c i p l e s
E ig ht of Te n
132
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
lo n e s ta r b r e w e r y
133
C o u rse
G r a p h i c D e s i g n 2 : I n t e g r at i n g P r i n c i p l e s
Ni n e of Fo u r tee n
134
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
lo n e s ta r b r e w e r y
135
G
T
H
IN
E T
B
E
H
L E B T ST AR E H
E
L
R E E S B A N X IA E T F O
R A T S ONE
BEER & TRUCK
T
I
FEST
OUR BEERS
PINT
• BOTTLE
A WHOPPING 110 % FUN BY VOL.
C o u rse
G r a p h i c D e s i g n 2 : I n t e g r at i n g P r i n c i p l e s
E ig ht of Te n
136
a n ew look for a n ew discov e ry i n food 9 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
137
Title
Task
Trader Joe’s
Brand Evolution
Inf luences
Elements
Traditional nautical design elements
Logo
Modern minimalist aesthetic
Stationary System
“Old world” trade ledgers and labeling
Brand Standards Guide
Current in-store wood paneled environment
In-Store Applications Environment
Objective
Website iPhone App
Redesign the corporate identity of a nationally know corporation, organization or non-profit charity.
Duration 14 weeks
Approach Trader Joe’s is a chain of specialty grocery stores that focuses on offering quality foods at fair prices. The current identity of Trader Joe’s revolves around the
Key Words
basic premise of travel and old world trade. There is also a vague sense of tropical
Approachable
themes in things like the Hawaiian shirts and the “tiki-style” retro logotype. Re-
Distinctive
cently, secondary graphics that resemble Victorian era almanac illustrations have
Friendly
been included among the hand-drawn illustrations in a type of collage aesthetic.
Down-to-Earth
The goal of the brand evolution is to shed the kitsch of the current design and streamline it. Moving the brand away from the eclectic style currently in use, while still incorporating the nautical foundation, will elevate Trader Joe’s to a place in the consumer mindset to compete with higher-end specialty food stores.
Comprehensive Adaptable Elevated Sophisticated
Instr uctor Todd Hedgepeth
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Ni n e of Te n
138
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
139
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Ni n e of Te n
140
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
141
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Te n of Fo u r tee n
142
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
143
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Ni n e of Te n
144
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
145
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Te n of Fo u r tee n
146
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
147
A NE W DI SC OV ER
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Y IN FO OD
Ni n e of Te n
148
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
149
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Ni n e of Te n
150
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
151
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Ni n e of Te n
152
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
153
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Ni n e of Te n
154
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
155
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Te n of Fo u r tee n
156
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
trader Joe’s
157
C o u rse
I d e n t i t y 2 : S t r at e g i e s F o r B r a n d i n g
Ni n e of Te n
158
t h e sim pl e e l ega nc e t h at t u r ns a house i n t o a hom e 10 of 10
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
Mercantile
159
Title
Task
Mercantile Housewares for Sears
Package Design
Inf luences
Elements
“Old timey” Americana general store
Bed + Bath
Concept of “Everyday Luxury”
Kitchenware
Combination of modern and rustic home décor
Décor
Vintage crate stamps
Duration Objective
14 weeks
Develop and design packaging for a new series of in-house brands to redefine the image of Sears department stores.
Key Words Approach
Key Words Warm
This line of package design is one of 10 that were developed by myself and my
Approachable
group of 4 other students as a series of in-house brands directed at creating a new
Tactile
consumer image of Sears. Once the top department store in the country, Sears is
Clean
now seen as a cheap and inconsistent solution for one-stop shopping, with most
Sophisticated
of its focus on appliances.
Inviting
The goal is to elevate the brand to a status that families trust and turn to for all of their household needs, young adults turn to as they begin their independent lives, and high income consumers recognize as products that rival and surpass name
Instr uctor
brands in quality and convenience, while retaining a competitive price point. The
Tom McNulty
design will visually achieve the perceived value of the highest name brands, while functioning as an accessible economy brand thereby bridging the gap between lower and higher income consumers. For a line of home wares, we decided on the name Mercantile, a term once used for a general store where you could find everything you needed in one place. We wanted to evoke a sense of traditional Americana and the hand-crafted, quality products that used to be the norm. The design directed chosen to convey this included the use of warm-toned wood and clean, sophisticated typography to create a tactile experience and a brand voice that engages the consumer.
C o u rse
Pac k ag e D e s i g n 4 : 3 d C o l l a b o r at i v e d e s i g n
Te n of Te n
160
HOME
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
Mercantile
161
C o u rse
Pac k ag e D e s i g n 4 : 3 d C o l l a b o r at i v e d e s i g n
Te n of Te n
162
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
Mercantile
163
C o u rse
Pac k ag e D e s i g n 4 : 3 d C o l l a b o r at i v e d e s i g n
Te n of Te n
164
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
Mercantile
165
C o u rse
Pac k ag e D e s i g n 4 : 3 d C o l l a b o r at i v e d e s i g n
Te n of Te n
166
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
Mercantile
167
C o u rse
Pac k ag e D e s i g n 4 : 3 d C o l l a b o r at i v e d e s i g n
Te n of Te n
168
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
Mercantile
169
C o u rse
Pac k ag e D e s i g n 4 : 3 d C o l l a b o r at i v e d e s i g n
Te n of Te n
170
D o n’ t O ve r thi n k T hi s
t h e c o l l e c t e d w o r k s o f L au r e n h u n z i k e r
P rojec t
Mercantile
171
C o u rse
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D o n’ t O ve r thi n k T hi s
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C o u rse
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D o n’ t O ve r thi n k T hi s
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C o u rse
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assort e d ide n titie s
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A COLLABORATIVE SERIES ON THE
LEARN STUFF. WRITE BETTER. AND WRITTEN
HUMAN EXPERIENCE
EXPRESSION
T his is on ly t h e begi n ni ng
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t h a n k yoU Teachers
Models
Mary Scott
Jenna Anderson
Department Director — For your guidance
Ashley Wentling
Nicole Flores
Jude Zasadzki
Graphic Design 3 — For your insight Max Spector Graphic Design 2 — For your perspective
L ocation Photog raphy
Scott Rankin
Marshall’s Farm Honey, American Canyon, CA:
Graphic Design 1 — For your positivity
Spencer + Helene Marshall
Michael Kilgore
Garçon! Restaurant, San Francisco, CA
History of Graphic Design — For your knowledge Amy Broadbent Materials, Tools and Comping — For your precision
Vendors, Suppliers, Helpers
Kimberly Schafer
California Model & Design
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Taurus Bookbindery
Mark Reynolds
The Key Printing and Binding
Golden Section Geometry — For your enthusiasm
Brownie’s Hardware
Jesse Hawthorne Ficks
Flax Art Supplies
Genres in Film — For your encouragement
Northern Lights Graphics
John Dobson
Lincoln Mendell
The Power of Signs — For your humor
Zach Oldenkamp
Terry Maul
Adam Aguilar
Developmental Psychology — For your expertise
Alex Toy
Family + Friends
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Russ + Elisa Hunziker — For EVERYTHING
Matt Reinhard
Emily Hunziker
Jack Wu
Lois Sisco Kathy McKinnon Eb Richardson
In L oving Memor y Of
Kate Heller
Joe Belvedere
Weston Warfield
Mitchell Dubey
Jenna Anderson
Lola Rose
Doc Miller Sofia Siegel Devon Taaffe
Peers Elliott Tran Shawn Daut Donna Roggi Dawn Steinbock Carolyn Pulvino Jordan Leal Beau Monroe
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