Madeline Kleinman Portfolio

Madeline Kleinman

maddieck@gmail.com | cargocollective.com/madelinekleinman

Portfolio 2013

Thank you for being here.

Earning my Bachelor of Arts degree in Anthropology from UCLA, I continue to challenge ways of doing things, expanding my understanding of the world, and building my knowledge and expertise in the field of design, specifically in brand development and marketing strategies.

Madeline Kleinman maddieck@gmail.com | cargocollective.com/madelinekleinman

Portfolio 2013 + UCLA Recreation 4 + Daily Bruin 10 + UCLA Extension 14 + Photography 18 + Personal Work 24 + Typography–DESMA 28 + Constance Curtis Events 30

It’s snowing still, said Eeyore gloomily.

So it is.

And freezing.

Is it?

Yes, said Eeyore.

However, he said, brightening up a little,

we haven’t had an earthquake lately.

A.A. Milne

UCLA Recreation Publications Coordinator | March 2013 – Sept 2013 Student Graphic Design & Marketing | June 2012 – Feb 2013 + Developed new branding guidelines + Redesigned variety of publications + Created new marketing materials and campaigns + Assisted in set-up and execution of campus-wide events

The challenge at UCLA Recreation was taking the new University of California, Los Angeles (UCLA) branding guidelines and applying it to our recreation department which oversees all recreational facilities, provides classes, educational programs, and manages events to essentially promote a healthy lifestyle. We developed branding guidelines that were applicable to the eight sub-units of Recreation that we managed and still identifiable with the larger UCLA campus. Re-branding provided an opportunity to reevaluate and redesign all of our previous materials, and to also develop our marketing strategies.

BRAND GUIDELINES SUMMARY UCLA RECREATION BRAND POSITIONING Cultured Balanced Vibrant Perseverant Visionary Catalytic

TYPOGRAPHY Sans-serif: Use Karbon font.

If unavailable, use Verdana.

Serif: Adobe Caslon Pro (only in necessary circumstances)

LOGO We use one main logo that usually goes in the bottom right hand corner of print materials. Only the UCLA Blue, black, or white can be used.

The “circle R” logo can also be used as an individual element if necessary.

UCLA RECREATION COLORS

BRANDING ELEMENTS Branding elements give us a visual system of identification.

CMYK: 100/75/0/0 RGB: 0/85/166

UCLA BLUE CMYK: 75/35/0/7 RGB: 50/132/191

CMYK: 0/0/100/0 RGB: 255/255/0

UCLA GOLD CMYK: 0/29/91/0 Coated RGB: 254/187/54

RECREATION UNIT COLORS These colors are used to highlight and associate each unit with a specific color to set it apart from other units within UCLA Recreation.

INSTRUCTIONAL CLASSES CMYK: 0/45/100/0 RGB: 255/164/15

3. The overlay box can be placed over an image so that the copy can stand out. The opacity of the box should be between 80-90% to retain the true color in the palette but also reveal the photo underneath.

4. The dot pattern can be used as an element on one side of a picture or color frame. It can be any relative, applicable color.

1

Photos should try to use natural light and open space to highlight the optimistic attitude.

2

CMYK: 65/0/0/0 RGB: 0/255/255

AQUATICS

CMYK: 84/3/53/0 RGB: 28/216/186

CMYK: 100/0/0/0 RGB: 0/216/230

COMPETITIVE SPORTS

YOUTH PROGRAMS

3

WE’RE WAY UP HERE

CMYK: 70/75/0/0 RGB: 130/55/255

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OUTDOOR ADVENTURES

PHOTOGRAPHY

Branding Summary Guidelines Adapted from UCLA Branding Guidelines 2012–2013

2. The arrow developed from the molecule outline.

It’s used to show movement. It should direct the viewer toward the main text/image.

MAC

FITWELL

CMYK: 97/77/23/8 RGB: 28/75/129

1. Adapted from UCLA’s “molecule,” these hexagons are versatile and can be used as overlapping graphic elements, containers for headline treatements, and as small graphic elements to enchance typography.

Identity

CMYK: 75/0/90/0 RGB: 0/255/135

4

EXPLORE RECREATION 18” x 24” poster design Advertising UCLA Recreation units

Printed Materials

ucla recreation

Join BookLET 6” x 18” when folded out Accordian-fold mail-out to potential members Fall 2013

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EXPLoRE BookLET 6” x 9” 28 page booklet highlights UCLA Recreation programs and activities Fall 2013

CoMPETiTiVE SPoRTS DiRECToRy 4.75” x 5.5” Fall 2013

A

ucla recreation

E

B

8

C

Online & Building Interior A | EnTRyWAy MoCkUP Fall 2013 B | TRUE BRUin VALUE REDESiGn MoCkUP Fall 2013 C | TABLE CLoTh REFRESh Table cloths for Sales & Service area Fall 2013

D | WELCoME EMAiL Designed welcome email for new members using Constant Contact 2012–2013 E | FACEBook CoVER PhoTo Designed Facebook cover photo to advertise our classes for the new school year Fall 2013

D

Utilizing Valuable Resources puppet show birthdays Combining some extra teeny tiny shirts we got from a vendor, along with some left-over yellow circle stickers we had from DVD covers, and my own monster hand temporary tattoos, my co-workers and I put together a small puppet show for my boss’ birthday.

Fall 2013

Event Application

enormous activities fair banners & signage The Enormous Activities Fair (EAF) is primarily for UCLA students. We worked on various concepts for how to pull together a coherent look with new marketing materials to advertise our programs, classes, and job opportunities, while keeping in mind a low budget. We decided on the above signs, which can be utilitized for various events, as well as a stand-up table sign, and square hand-out information cards. I worked the event and helped set it up and take it down.

Fall 2013

And those who were seen dancing were thought to be insane by those who could not hear the music.

F. Nietzsche

Daily Bruin Assistant Design Director | June 2012 – March 2013 Design Intern | Spring 2010 – Fall 2011 + Managed last-minute changes & monitored deadlines + Trained & directed designers

UCLA’s campus newspaper, the Daily Bruin, provided an opportunity to be part of the university by organizing and designing layouts. As Assistant Design Director, I was able to take on more responsibility in a leadership role that enabled me to make executive decisions about the newspaper design and also to develop artwork and concepts for future layouts. In addition, I designed for Prime, Daily Bruin’s quarterly lifestyle magazine.

registration issue election truck Created the concept, gathered the images, and organized layout September 2012 + 3rd Place Best Features Page Design, Division A California College Media Association (CCMA) 2012

daily bruin

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sports page October 2010 + 1st Place Best Sports Page Design Division A California College Media Association (CCMA) 2010

registration issue bruin bash September 2012

The Most Important Awards my 30* award Personal attitude and the people around you make such a difference on a stressful deadline. I was fortunate to be part of an amazing staff.

They gave me the Design Award for “best straight face even when boiling with rage when a section says the word ‘designy’... and then sings it away.” That pretty much sums it up.

Spring 2013 *30 is what we call the end of the year banquet

prime magazine los angeles river revival Formatted text, page layouts Fall 2011

Nature is beautiful not because it changes beautifully but simply because it changes.

Nam June Paik

UCLA Extension

design communication arts certificate | March 2013 – Present + Typography taught by Andrew Byrom + Color Methodologies taught by Alvalyn Lundgren + Adobe Illustrator taught by Chana Messer + Web Design: HTML and CSS taught by Dragos Bogden

Offering a variety of courses, the UCLA Extension Certificate

program in Design Communication Arts (DCA) allows me build a solid foundation in design fundamentals through theoretical and practical class objectives. For example, I’ve gained expertise using Adobe Illustrator, and learned about the application and use of color in Color Methodologies.

hot cocoa menu 4.5� x 16� folded out Created new restaurant and menu Spring 2013

Adobe Illustrator taught by chana messer

hot cocoa mug 3D mug created using Adobe Illustrator Spring 2013

Color Methodologies

ucla extension

taught by Alvalyn Lundgren

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STREET BANNER Designed light-pole banner promoting Summer of Jazz.

Had to include title and type of jazz presented using colors that represented the specific type of jazz music.

Spring 2013

FINAL VISUAL CONTENT

COLOR PALLETES

BERNINI

In paintings like Carravagio’s, warm earthy colors are used, with red being utilized to highlight different aspects of the painting. Different colored marbles are used in Bernini’s structures versus Borromini’s who mainly uses the closest thing to white. Earthy tones are a common theme.

CONCEPTS CONCEPTS

MOCK-UPS MOCK-UPS I really liked using the dove as the focus since the Baroque period was about re-branding the Catholic church in some way and bringing peace to the world. The dove is representative of that peace and is often seen in the lantern of church’s and is illuminated by natural light. I went through variations of how to use this, and selected the red in reference to the color used during this period. The gold hues are also taken from the color palette.

I was thinking of doing some kind of pattern inspired by Borromini’s geometric patterns and architecture. It looked too psychadelic and not Baroque.

The bust of Pope Urban VIII by Bernini shows a representative figure of the Baroque period by a representative artist. There was not enough choice in color or style.

The idea of using an obelisk was to represent the ancient Rome idea. But it was also not Baroque enough because there is no relevance to the developed or juxtaposed Baroque.

postage stamp Researched, designed, developed postage stamp to commemorate Baroque time period.

Spring 2013

The real voyage of discovery consists not in seeking new landscapes but in having new eyes.

Marcel Proust

Photography Certificate of Competency – Photographer’s Assistant Southern California Regional Occupational Center (SCROC) | June 2008 + Verifies that I know the basic foundational skills in photography

Photography allows me to see more.

When shooting photos, I look for different angles from different viewpoints, allowing me to see one object or setting in a multitude of ways. After a photography class in high school that taught the basics of photography and showed how to use and develop film, I have since developed editing skills in Adobe Photoshop and continue to use the same composition lessons I learned in that class.

Manhattan Beach pier Manhattan Beach, CA Canon Rebel T3 August 2013

Manhattan Beach pier Manhattan Beach, CA Canon Rebel T3 November 2013

Manhattan Beach pier Manhattan Beach, CA Canon Rebel T3 August 2013

Photography

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Manhattan Beach pier Manhattan Beach, CA Canon Rebel T3 November 2013

a

d

b

e

a | newport harbor Newport Beach, CA Canon Rebel T3 September 2013

d | chinaman’s hat Oahu, Hawaii Go Pro Hero 3 July 2013

b | Memory Grove Salt Lake City, UT Canon Rebel T3 October 2013

e | red leaf Salt Lake City, UT Canon Rebel T3 October 2013

c | birthday blowout Salt Lake City, UT Canon Rebel T3 October 2013 c

Photography

golden gate bridge San Francisco, CA Canon Rebel T3 August 2013

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Dutch shop Solvang, CA Canon Rebel T3 August 2013 gum alley San Luis Obispo, CA Canon Rebel T3 August 2013

Avila Valley Farms San Luis Obispo, CA Canon Rebel T3 August 2013

Avila Valley Farms San Luis Obispo, CA Canon Rebel T3 August 2013

Why, sometimes I’ve believed as many as six impossible things before breakfast.

Lewis Carroll Alice in Wonderland

Personal Projects I always have something going on, whether it’s work, a freelance project, a service opportunity, or my own ideas, I like being of service using the skills I have in some applicable way. I enjoy experimenting using digital with hand-made, and really love learning new methods of applying my creativity.

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35+35=70-18+11=29 over 6 colors plus 2 gold and silver outline

tessellate la Materials: 500 blocks, acrylic paint Designed in Adobe Illustrator November 2013

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35+35=70-18+11=29 over 6 colors plus 2 gold and silver outline

Personal ProJects

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CALiFoRniA CoASTinG 6” x 9” trade book, 128 pages Designed in Adobe inDesign, ordered through Blurb Commemorates a California road trip August 2013

film festival 2013 8.5” x 11” poster Designed in Adobe Illustrator Advertising Old Hollywood themed Film Festival July 2013

history of modern thought class tshirt “I think, therefore I am.”

Drawn by hand, edited in Adobe Photoshop Fall 2009

No Watson, this was not done by accident, but by design.

Sherlock Holmes

Typography ucla design & media arts (desma) class | Fall 2010 Taught by Brian Roettinger

This project, this class, heavily influenced the way I look at design. Given the assignment of designing a book cover for Fahrenheit 451

by Ray Bradbury–a book about censorship and burning books–I designed a multitude of covers over the next eight week period. Each week offered a new challenge. The first week we could only use black and white, Times New Roman, 9 point font. With each following week, we had one less restriction.

It was amazing to me what could be achieved within these restrictions and the work that was done with just using grid, hierarchy, and one font face.

Typography is not just about choosing the font, but about leading, kerning, structure, format, and presentation. Some of the best designs came from those very first weeks when we thought we had “nothing” to work with. In essence, we had everything we needed.

Week 1

Week 1

Week 6

Week 6

Week 7

Week 7

Week 4

The best love is the kind that awakens the soul; that makes us reach for more, that plants the fire in our hearts and brings peace to our minds.

The Notebook

Constance Curtis Events freelance designer | Sept 2012 – Dec 2012 + Organized & designed wedding magazine “For Always” – Over 15,000 Impressions on Issuu

Working with Constance, of Constance Curtis Events, was a privilege. She designs such beautiful events, primarily weddings, and I loved designing a magazine for her. We worked together to connect the identity she had already built with the look she wanted for the magazine.

I designed it based on inspiration from her website, and other wedding websites and magazines.

32 constance curtis events

From Designer to Event Assistant a wedding at gainey vineyards I had the opportunity to assist Constance at one of her weddings in Solvang, CA. As I was standing meticulously tying escort cards onto chicken wire, I looked around the area I was in–rows of grapes growing in this beautiful winery with the sun hitting me and some wind picking up–and I thought there was really no place I’d rather be. It felt great to be helping to put this very special day together for someone.

May 2013

Be curious not judgmental.

Walt Whitman

Madeline Kleinman

maddieck@gmail.com | cargocollective.com/madelinekleinman

+ A special thanks to all who have mentored me and helped me develop my skills. I am truly grateful and humbled for all that they have done, and all they continue to do.