Reinvent Possibilities 2014 by maitexf

Reinventing Possibilities

MAITE X. FIGUEROA / MFA PORTFOLIO

Reinventing Possibilities

MAITE X. FIGUEROA / MFA PORTFOLIO

REINVEINTING POSSIBILITIES an MFA Portfolio by Maite X. Figueroa

Written and Designed by Maite X. Figueroa www.maitexfigueroa.com

Masters of Fine Arts, School of Graphic Design Academy of Art University 79 New Montgomer y Street 5th Floor San Francisco, California 9 4108 USA To contact, please send a note to: hello@maitexfigueroa.com Copyright ÂŠ 2014 by Maite X. Figueroa ALL RIGHTS RESERVED No portion of this book shall be used or reproduced in any manner without the prior consent of Maite X. Figueroa

TRUST YOURSELF. CREATE THE KIND OF SELF THAT YOU WILL BE HAPPY TO LIVE WITH ALL YOUR LIFE. MAKE THE MOST OF YOURSELF BY FANNING THE TINY, INNER SPARKS OF POSSIBILIT Y INTO FLAMES OF ACHIEVEMENT.

— Golda Meir

contents 00

the spark

focus on the small things

A N I N T RO D U C T I O N TO R EI N V EN T I N G P O S S IBIL I T IES

U N D ER T H E L EN S / A T Y P O G R A P H I C E X P LO R AT I O N

living in empty loneliness

A S A M M EN D ES FIL M FES T I VA L

reclaiming redaction

reaching out to communicate

postcards from the edge

U N A P O LO G E T I C FR EED O M / A H U S T L ER R EBR A N D I N G

T H E T R E VO R P RO J EC T / D ES I G N I N G F O R S O C I A L C H A N G E

A R C H E T Y P E R ES E A R C H

i lluminating

a fresh start

focusing the shif t

the basics

L I G H T N I N G S T R IK E / T Y P E E X P LO R AT I O N BO O K

108

C L IEN T P RO J EC T / I D EN T I T Y & P RO D U C T PAC K AG I N G

PA R A D I G M S H I F T / M FA T H ES I S

126

M A I T E X . F IGU EROA / MFA PORTFOLIO

introduction

REINVENTING POSSIBILITIES

T I T L E / INTRODUCTION

PROJECT /

THE SPARK _Design was a path I took because I wanted to reinvent who I was. The dictionary defines reinvention as changing something so much that it appears entirely new. In a way that is was I was attempting to do in pursuing my MFA in graphic design. I wanted to try and do something completely different. Design creates the possibility of making a difference. This has been a journey of starting over and reinventing. It has been a journey of self discover y. A journey that fans that spark of achievement. It is a journey that has been, and will always be full of possibilities, creativity and the ability to create and recreate. Everyday is a chance to start over and create something new. Every moment has the potential to become more than what it was before. Every day is a chance to learn something new and execute something better. Every moment has the possibility to be better designed, and to make a change. But more importantly, it is an opportunity to make a difference. As I finish the journey of my MFA, Iâ&#x20AC;&#x2122;m ready to reinvent myself again. I know that these years were a beginning, a springboard to something more. It is the excitement of helping others reinvent their own possibilities that drives me to constantly push forward and do more, do better, and reach for the next possibility. Maya Angelou once said â&#x20AC;&#x153;Do the best you can until you know better. Then when you know better, do better.â&#x20AC;? This portfolio is a selection of works that represent what I could do at that par ticular moment in time, learning a new skill set and setting about for new possibilities. As I continue forward in a new direction I will continue to do more, and do better. It is the idea of being the spark that helps others achieve their own possibility that makes me aware of how important it is to constantly reinvent, and to look for the possibilities that exist in everyday and every moment.

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

P R O J E C T _Ty p o g r a p h i c C a r d s

B R I E F _This project was an exploration of a typeface, with the

C O U R S E _Ty p o g r a p h y 2

deliverable of thirteen (13) cards containing information about the

I N S T R U C T O R _ D a v i d H a ke

typeface, including it’s designer, it’s use, and other important

SEMES T ER

information. Additionally, it had to be delivered in a vernacular

_ S p r i n g 2 0 13

consistent with a theme of either science. S O L U T I O N _I selected rotis sans by Otl Aicher, and the vernacular of microbiology. I was inspired by the idea of how scientist look through a microscope to dissect and understand the small component that make up the whole. That seemed like the perfect metaphor for the project and so I created the companion of a microscope, the slide. K E Y W O R D S _Scientific, microscope, molecule, fluorescence, glass, focus, medicine, Bayer, research, lens. This project was inspired by the desire to do something new and different. Graphic design is about so much more that just letters and images. It is about conveying information and making people care and be excited about what they are seeing. For this project I wanted to push the envelope and deliver something new and t ac tile. I use d a laser cut ter to create a sc ale d version of a microscope slide. Acquiring this new skill, using a laser cut ter, created a new possibilit y to share information in a more meaning ful and dynamic fashion.

THE E YE OF A HUMA N BEING IS A MICROSCOPE, WHICH M A K E S T H E W O R L D S E E M B I G G E R T H A N I T R E A L LY I S . — K h a l i l G i b r a n

T I T L E / FOCUSING ON THE SMALL THINGS

PROJECT /

focusing on the small things

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ ROTIS SANS / UNDER THE LENS ]

T I T L E / FOCUSING ON THE SMALL THINGS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ ROTIS SANS / UNDER THE LENS ]

T I T L E / FOCUSING ON THE SMALL THINGS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ ROTIS SANS / UNDER THE LENS ]

T I T L E / FOCUSING ON THE SMALL THINGS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ ROTIS SANS / UNDER THE LENS ]

T I T L E / FOCUSING ON THE SMALL THINGS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ ROTIS SANS / UNDER THE LENS ]

T I T L E / FOCUSING ON THE SMALL THINGS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

P R O J E C T _ A S am Mendes Film Festival

B R I E F _Create an imaginar y film festival revolving around the

C O U R S E _ Integrated C ommunic ation

body of work of a selected director. Identify the theme that revolves

I N S T R U C T O R _ Christopher M orlan

around the movies and create a cohesive system of materials,

S E M E S T E R _ Fall 2012

including tickets, catalog, DVD packaging and advertising. S O L U T I O N _ I chose the director Sam Mendes. K nown for his breakthrough movie American Beauty, and his follow up successes Road to Perdition, Jarhead, Revolutionar y Road and Away We Go. Sam Mendes’ movies revolve around the realization that we are living a life based on the expectations of what success and happiness are, but that we instead are trapped by those expectations. We hide behind the trappings of relationship that are often challenged and broken, but look per fect to the outside world, and leave us feeling empt y and hopeless. K E Y W O R D _ broken relationships, emptiness, cracks in the facade, hopelessness, families, despair, living for others approval, keeping secrets, middle class resentment. Too often in Holly wood movies it feels like life is falsely repre sented. Ever ybody is happy. Ever ybody’s problems get resolved. Maybe that is what is so refreshing about Sam Mendes and his movies. They are beautiful in their imager y and cinematography. And they are beautifully honest in their representation of real life; harsh, bitter, broken and not always happy.

WE NEVER LIVE; WE ARE ALWAYS IN THE EXPECTATION OF LIVING. — Voltaire

T I T L E / LIVING IN EMPT Y LONELINESS

PROJECT /

living in empty loneliness

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

The Emptiness of Expectation THE EMPTINESS OF EXPECTATION

the in

THE EMPTINESS OF EXPECTATION

THE

EMPTINESS

EXPECTATION

A Sam Mendes

Fi lm F esti va l

th e

THE

EMPTINESS

EMPTINESS in EXPECTATION

EXPECTATION

the

emptiness in

EXPECTATION

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ A SAM MENDES FILM FESTIVAL ]

T I T L E / LIVING IN EMPT Y LONELINESS

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

P R O J E C T _ HUS T L ER Rebranding

B R I E F_ Rebrand a dead, dying or defunct brand. Create brand

C O U R S E _ N ature of Identit y

extensions that launch the brand into an entirely different category

INSTRUC TOR

while remaining true to the brand’s original essence.

_ Hunter W immer

S E M E S T E R _ Fall 2013

S O L U T I O N _ I chose to rebrand Hustler, a brand best known for explicit and pornographic images. But Hustler also bec ame a polarizing beacon for expression and freedom when the US Supreme Court heard the case. The story of Hustler is like the story of the US Constitution itself; freedom is the core. I created a new HUSTLER brand that revolved around the need to protect our rights and our unapologetic pursuit of it. W hat is the soul of a brand? W hat does it really stand for? For H U S T L ER i t ’s s o ul w a sn’t p o r n o g r a p hy, b u t fre e d o m , a n d t he unapologetic expression of that freedom. If HUS T LER was no longer a porn magazine, I saw it as entit y dedicated to promoting a n d protecting the rights of the people guaranteed under the Constitution, by keeping the information flowing, by educ ating people on how to protest, and by providing legal counsel to those that work to protect our rights. T he deliverable for this project was to create a brand standard manual. But taking into account the brand and what it ’s new purpose was, it seemed fit ting to create additional items that represented the new purpose of HUS T LER. I created a protest kit that could be purchased at the new HUS T LER centers that included spray paint, stamps and stencils in a c arr y box.

WE ARE WILLING ENOUGH TO PRAISE FREEDOM WHEN SHE IS SAFELY TUCKED AWAY IN THE PAST AND CANNOT BE A NUISANCE. — E M Forster

T I T L E / RECL AIMING REDACTION

PROJECT /

reclaiming redaction

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

T I T L E / RECL AIMING REDACTION

PROJECT /

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ UNAPOLOGETIC FREEDOM / A HUSTLER REBRANDING ]

T I T L E / RECL AIMING REDACTION

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

P R O J E C T _ Design for S ocial Change

B R I E F _ Select a social organization and redesign their identity

C O U R S E _V isual T hinking

system to better communicate their mission and objective. To gain

I N S T R U C T O R _ L aura Milton

support, funding and increased awareness.

S E M E S T E R _ Spring 2011

S O L U T I O N _ I chose the social organization The Trevor Project. Their goal is to assist Lesbian Gay Bisexual and Transgender (LGBT) teens who might feel isolated by their sexuality and offer them a hot line of suicide support. The solution was to create a logo that focused on the idea of connection through a telephone and the communication that can happen even when people aren’t face to face. Designing for social change was an eye opening and soul rewarding experience. It was amazing to learn about all that young boys and girls face in the world, and knowing that design can play a role in turning things around for them was a very fulfilling role to have.

LONELINESS IS NEVER MORE CRUEL THAN WHEN IT IS FELT IN CLOSE PROPINQUITY WITH SOMEONE WHO HAS CEASED TO COMMUNICATE.

— Germain Greer

T I T L E / R E A C H I N G O U T T O C O M M U N I C AT E

PROJECT /

reaching out to communicate

M A I T E X . F IGU EROA / MFA PORTFOLIO

} }

REINVENTING POSSIBILITIES

T I T L E / R E A C H I N G O U T T O C O M M U N I C AT E

PROJECT /

Trevor

Project

[ THE TREVOR PROJECT / DESIGNING FOR SOCIAL CHANGE ]

The

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ THE TREVOR PROJECT / DESIGNING FOR SOCIAL CHANGE ]

T I T L E / R E A C H I N G O U T T O C O M M U N I C AT E

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

T I T L E / R E A C H I N G O U T T O C O M M U N I C AT E

PROJECT /

artwork sketches by Jason Jones

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ THE TREVOR PROJECT / DESIGNING FOR SOCIAL CHANGE ]

T I T L E / R E A C H I N G O U T T O C O M M U N I C AT E

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ THE TREVOR PROJECT / DESIGNING FOR SOCIAL CHANGE ]

T I T L E / R E A C H I N G O U T T O C O M M U N I C AT E

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ THE TREVOR PROJECT / DESIGNING FOR SOCIAL CHANGE ]

T I T L E / R E A C H I N G O U T T O C O M M U N I C AT E

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

P R O J E C T _ A r c h e t y p e R e s e a r c h

B R I E F_ A collection of archetypes to help generate insights about

C O U R S E _V isual C ommunic ations L ab

how different people might relate to the research topic of Women in

I N S T R U C T O R _ Phil H amlet

Leadership. Select ten (10) archetypes from a select list and through

S E M E S T E R _ Spring 2012

their eyes and voice create a dialog that answers the questions, “Do you feel women can be effective leaders?” S O L U T I O N _ Creating a deck of cards that were 5x7 in dimension that describe and archetypal character and their point of view and frame of reference on the particular subject. The topic of women in leadership seems like an old fashioned conversation that keeps on taking place. It is the reason why I chose the vernacular of old postcards to identify the archetypes and their tone of voice and comments. The dictionary defines and archetype as a typical example of a certain thing. In researching the topic of women in leadership identifying archetypes and their points of view is key in understanding the obstacle that prevent progress, the attitudes and social customs that are present and the best way to find a solution. The idea of having a variety of different points of view was key in understanding perspectives and gaining better knowledge of the topic.

IN ORDER TO KEEP ANY THING CULTUR AL, LOGICAL, OR IDEOLOGICAL, YOU HAVE TO REINVENT THE RE ALIT Y OF IT. — A ni DiFranco

T I T L E / POSTCARDS FROM THE EDGE

PROJECT /

postcards from the edge

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ ARCHETYPE RESEARCH ]

T I T L E / POSTCARDS FROM THE EDGE

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ ARCHETYPE RESEARCH ]

T I T L E / POSTCARDS FROM THE EDGE

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

PROJECT /

[ ARCHETYPE RESEARCH ]

T I T L E / POSTCARDS FROM THE EDGE

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

P R O J E C T _ Lightning Book

B R I E F _Create a style manual demonstrating the power of typogra-

C O U R S E _Typography 2

phy, and it’s fundamental principles, in a simple and powerful way.

I N S T R U C T O R _ David H ake S E M E S T E R _ Spring 2013

S O L U T I O N _ Part of the solution was that the book had to be a minimum of 36 pages, and the only images that could be used had to be vector based, not photographic. Lightning has always been a mesmerizing and powerful element, much like type itself. It seemed like the perfect vehicle for creating this book. In addition, I decided to create my own lightning. Using cork and pins I created a set of paths that a ball bearing coated in paint could travel and paint a paper with a lightning type pattern.

THUNDER IS GOOD, THUNDER IS IMPRESSIVE; BUT IT IS LIGHTNING THAT DOES THE WORK. — M ark Twain

T I T L E / I L L U M I N AT I N G T H E B A S I C S

PROJECT /

illuminating the basics

10 0

M A I T E X . F IGU EROA / MFA PORTFOLIO

101

REINVENTING POSSIBILITIES

PROJECT /

[LIGHTING STRIKE / A TYPOGRAPHIC MANUAL ]

T I T L E / I L L U M I N AT I N G T H E B A S I C S

102

M A I T E X . F IGU EROA / MFA PORTFOLIO

10 3

REINVENTING POSSIBILITIES

PROJECT /

[LIGHTING STRIKE / A TYPOGRAPHIC MANUAL ]

T I T L E / I L L U M I N AT I N G T H E B A S I C S

10 4

M A I T E X . F IGU EROA / MFA PORTFOLIO

10 5

REINVENTING POSSIBILITIES

PROJECT /

[LIGHTING STRIKE / A TYPOGRAPHIC MANUAL ]

T I T L E / I L L U M I N AT I N G T H E B A S I C S

10 6

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

p n p p

l n

l p

l -

n +

p p

+ l

p n

p +

107

l n

+ p

T I T L E / I L L U M I N AT I N G T H E B A S I C S

PROJECT /

n l

p -

l n

n p

L -

n p

-+l

+p L

n +

p L -

n +

L p -

+ n

L p

+ n +

pp + pl

+n n p

l n

+p -

-+ -

p L -

- l

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p l

L n -

p l

n p

+ n

p p

n + n

n n+

n p

p p

l l

+ n

pp +

+ n

+ -

+ +

L+

pl -

L -n -

+ l

n p

p n+

+ -

l l

+ p

n +

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n n

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[LIGHTING STRIKE / A TYPOGRAPHIC MANUAL ]

10 8

M A I T E X . F IGU EROA / MFA PORTFOLIO

10 9

REINVENTING POSSIBILITIES

PROJECT /

[LIGHTING STRIKE / A TYPOGRAPHIC MANUAL ]

T I T L E / I L L U M I N AT I N G T H E B A S I C S

1 10

M A I T E X . F IGU EROA / MFA PORTFOLIO

REINVENTING POSSIBILITIES

C L I E N T _Paul Ashby & Liz Storm

B R I E F_ Paulie’s Pickling was a new venture begun by Paul Ashby &

S E M E S T E R _Spring 2011

Liz Storm, and had a low budget to accomplish a large list of demands.

P R O J E C T _Identity D E L I V E R A B L E S _Business Cards

S O L U T I O N _ Initial solution was to create business cards that could

_Product Labels

also be used as hang tags for their series of products in their store

_Distribution Center Tags

front in the Bernal Heights neighborhood of San Francisco. In a few

_T-Shirt

short weeks their product was in Whole Foods Markets and we needed to create product labels for their growing brand, and business.

Paulie’s Pickling is a local small business that started from a dream to make really good pickles. They were clear about what they were looking for in an identity, and what they could afford.

When designing the logo they were very clear that they wanted something that was green, red and yellow and had a fifties diner feel. The initial design was created to have a business card that would serve double duty as a product hang tag. But when Whole Foods wanted to carry their products we had to come up with something more dedicated and permanent. The white labels were designed to stand out against the other pickles on the shelf with green labels.

UNTIL YOU’RE READY TO LOOK FOOLISH, YOU’LL NEVER HAVE THE POSSIBILITY OF BEING GREAT. — Cher

111

T I T L E / A FRESH START

PROJECT /

a fresh start

112

M A I T E X . F IGU EROA / MFA PORTFOLIO

1 13

REINVENTING POSSIBILITIES

T I T L E / A FRESH START

PROJECT /

AS FEATURED AT

1 14

M A I T E X . F IGU EROA / MFA PORTFOLIO

1 15

REINVENTING POSSIBILITIES

PROJECT /

[ PAULIE’S PICKLING / IDENTIT Y & PRODUCT DESIGN ]

T I T L E / A FRESH START

1 16

M A I T E X . F IGU EROA / MFA PORTFOLIO

1 17

REINVENTING POSSIBILITIES

PROJECT /

[ PAULIE’S PICKLING / IDENTIT Y & PRODUCT DESIGN ]

T I T L E / A FRESH START

1 18

Best if used by:

r lic

1 QT(946mL) / 32 fl oz

ic k

1 PT(473 mL) / 16 fl oz

1 19

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sty

1 QT(946mL) / 32 fl oz

p ic

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Sa n

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green beans, water, distilled white vinegar, jalape単o, salt, garlic, onions, carrots, dill, sugar, spices.

Spicy Green Beans: cucumbers, water, distilled white vinegar, salt, jalape単o, onions, carrot, garlic, dill, sugar, spices.

Zesty Original Pickles: cauliflower, carrot , cucumber, water, distilled white vinegar, salt, sugar, spices.

Cauliflower:

That's why we hand select all our cucumbers and veggies, prepare everything in small batches right here in San Francisco, and carefully handpack each jar to ensure fresh, crisp flavor in every bite.

Keep Refrigerated At Paulie's Pickling we know how important a good crisp pickle is!

n At Paulie's Pickling we know how important a good crisp pickle is!

k Keep Refrigerated

Best if used by:

cucumbers, water, distilled white vinegar, garlic, salt, dill.

Garlic & Dill Pickles:

That's why we hand select all our cucumbers and veggies, prepare everything in small batches right here in San Francisco, and carefully handpack each jar to ensure fresh, crisp flavor in every bite.

At Paulie's Pickling we know how important a good crisp pickle is!

Keep Refrigerated

At Paulie's Pickling we know how important a good crisp pickle is!

& D il l P ic k

Keep Refrigerated

A Fra n c i s c o , C

les

Sa n

M A I T E X . F IGU EROA / MFA PORTFOLIO REINVENTING POSSIBILITIES

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M A I T E X . F IGU EROA / MFA PORTFOLIO

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MFA Thesis

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shifting the focus

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P R O J E C T _ M FA T hesis

B R I E F_ MFA Graphic Design Thesis focusing on finding a way to help

T I T L E _ Paradigm Shif t

resolve the issue of lagging gender balance in the workplace.

S E M E S T E R _ Spring 2014 I N S T R U C T O R S _ Phil H amlet

Michele Ronsen C orlina deBar tolo

S O L U T I O N _ This Masterâ&#x20AC;&#x2122;s thesis is the culmination of experiences in my graphic design education at the Academy of Art University. It came about through extensive investigation, findings and research, and uses graphic design as a vehicle to solve a chosen issue. Gender balance in the workplace continues to be a topic with which as a society we still struggle with. Why do we continue to see gender balance in the workplace and leadership as a gender issue instead of a workplace challenge?

WE MUST RAISE BOTH THE CEILING AND THE FLOOR. â&#x20AC;&#x201D;

Sher yl S andburg

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M A I T E X . F IGU EROA / MFA PORTFOLIO

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REINVENTING POSSIBILITIES

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HOW DO COMPANIES CREATE AN ENVIRONMENT THAT SUSTAINS GENDER BALANCE?

48% OF FAMILIES IN THE U.S. HAVE FEMALE BREADWINNERS.

COMPANIES WITH MORE SENIOR LEVEL FEMALE EMPLOYEES, OUT PERFORM MARKET EXPECTATIONS & HAVE HIGHER ROI, THAN COMPANIES THAT DON’T.

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PROJECT /

HAVING MORE WOMEN ON YOUR TEAM DECREASE TURNOVER BY MORE THAN 30%

64% OF COLLEGE GRADUATES ARE WOMEN

IN HER WORKING LIFE, A WOMEN WILL HAVE EARNED $4 MILLION LESS THAN HER MALE COUNTERPARTS

[ MFA THESIS / PARADIGM SHIFT ]

T I T L E / SHIF TING THE FOCUS

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M A I T E X . F IGU EROA / MFA PORTFOLIO

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REINVENTING POSSIBILITIES

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thank you

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ACKNOWLEDGMENTS _Thank you to the many instructors through out this journey, Mary Scott, Phil Hamlet, Hunter Wimmer, Christopher Morelan, David Hake, Carolina deBartolo, Mathew Wakeman, Bob Sloate, and the countless other instructors who helped me survive and thrive during this epic saga. To my friends who have helped to lift me up and make it to the finish line. Lisa Toth Douaifia, this Iliad would not have been quite as epic with out you. To my mom and dad who have supported me in every way possible to become the person they raised me to be. There are no words to say how much I thank you and appreciate all that you have done to help me realize my dream. I love you! To Dave Clarke, who supported me during all the crazy moments. When things looked dark you were the light; when others told me to stop, you were the one who told me find the courage to keep going, and for making sure that there was always a pot of coffee ready to go. You are the dogâ&#x20AC;&#x2122;s bollocks! To Maya Rose, who came into my life in the middle of this life changing experience and turned it all upside down and sideways, and made ever y step that much more rewarding and meaningful. Your name means illumination, and you have been a shining light in my life since the moment I knew you were there. I canâ&#x20AC;&#x2122;t wait to see the woman you become, and the woman you help make me.

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