{ Unfolding Me } — A Collection of Ideas by Maricriss del Rosario

{ DESIGNER } Maricriss del Rosario Master of Arts

{ COURSE } GR 700 MA Portfolio Seminar Spring 2022

{ MAJOR } Graphic Design and Digital Media

{ COLLECTION } 2020–2022

{ SCHOOL } Academy of Art University School of Graphic Design

{ DEDICATION }

To my younger self. You've made it.

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form, by any means, electronic, or mechanical, including photocopy or any storage or retrieval systems, without written permission from Maricriss del Rosario.

{ UNFOLDING ME }

Growing up, I was often quiet and too afraid to share my thoughts and opinions. Perhaps it was because I was terrified of what others might think of me, or maybe it was because I lacked confidence in myself. As I grew older, I found solace in design and sought out opportunities for creative freedom. Graphic design became my vehicle to share how I saw the world or communicate my ideas in order to improve it. I constantly found myself reflecting on my journey to becoming a graphic designer. This portfolio is about unfolding who I am, how I think, and what my processes are, because my journey in design hasn’t ended—it has only begun.

TABLE OF CONTENTS

{ PAGE_010 }

OUR COMMON GROUND REBRANDING THE NATIONAL PARK SERVICE

{ PAGE_044 } BRIDGING JAPANESE AND SCANDINAVIAN DESIGN DESIGN MATTERS CONFERENCE

{ PAGE_074 } IMPACTING OUR SOCIETY AND THE ENVIRONMENT MOËT HENNESSY LOUIS VUITTON ANNUAL REPORT

{ PAGE_094 } THE ROAD TO FINANCIAL FREEDOM LIBERTÉ

{ PAGE_128 } A STRONGER BODY, MIND, AND SPIRIT VWC MUAY THAI AND FITNESS

{ PAGE_146 } THE TRUTH IS IN THE WATER A TYPOGRAPHIC DREAM STATE

{ PAGE_166 } NATURE THROUGH HER EYES HER LENS_AN ONLINE GALLERY

OUR COMMON GROUND

{ OBJECTIVE } Select, refresh, and develop a visual identity system for a dead, dying, or defunct brand aligned with the brand’s soul. Conduct research on the brand’s history and values. Based on new guidelines, develop a set of business opportunities for the brand to thrive beyond its original industry.

{ APPROACH } Researching and understanding the National Park Service’s history was the foundation for my conceptual and visual design decisions. I concluded the rebrand should reflect the initial intentions and values of this U.S. government agency. My final deliverables included a series of printed guidelines: The Visual Strategy Guide, The Visual Development Guide, and The Visual Standards Guide. Lastly, a website showcasing an overview of the project will accompany the books.

BRIDGING JAPANESE AND SCANDINAVIAN DESIGN

{ OBJECTIVE }

Identify an existing or hypothetical design conference and create a complete visual system that showcases a conceptual and typographic approach. Required components include: a promotional poster, website, program with a schedule and list of speakers, and an app.

{ APPROACH }

Design Matters is an existing digital design conference established in Copenhagen, Denmark—made for designers, by designers. Since the 2021 conference was held in Tokyo, Japan, the theme was "Bridging Japanese and Scandinavian design". I chose this conference as a challenge to learn more about the similarities and differences between their respective design styles. This resulted in a reimagined visual system balancing minimalism, geometric shapes, and functionality.

IMPACTING OUR SOCIETY AND THE ENVIRONMENT

{ OBJECTIVE }

Select a brand and redesign its annual report so that the new design reflects the brand’s visual language.

{ APPROACH }

Moët Hennessy Louis Vuitton, popularly known as LVMH, has released its Social and Environmental Report for 2020. The report illustrated the brand's initiatives to support sustainable growth and equal rights of its employees. Aligning with that message and the brand’s distinct visual language, My approach honed in on using organic shapes and graphic elements that reflected a refined, handmade feeling with a contemporary twist. Drawing inspiration from the threads used in LVMH's leather goods and clothes, the design visually reflected the company's beliefs about respecting the environment and the people that inhabit it.

THE ROAD TO FINANCIAL FREEDOM

{

OBJECTIVE }

Identify a problem in the world that you’d like to see change. Design a brand that can alleviate or solve the problem. Create three deliverables that best represent the brand.

{ APPROACH }

One day, my younger brother asked me if he should sign up for a credit card. I asked him if he knew about credit card debt, to which he replied, “No.” For the benefit of future generations, there is a need for increased financial literacy, especially among young adults. Our current educational system doesn’t provide courses that teach generations how to properly save or responsibly spend; instead, it is usually taught by parents or through the Internet. The brand, Liberté, will help minimize the gap among young adults in achieving financial literacy through an engaging visual system.

Home Activity Savings Card Game

A STRONGER BODY, MIND, AND SPIRIT

{ OBJECTIVE }

Find a locally produced sign and redesign it into a full visual identity system. The overall concept and design should communicate the message and intent the poster is meant to convey. The finished deliverables include a narrative (multi-page brochure), a series of posters, and a website.

{ APPROACH }

A typical trip to a local Korean supermarket became a fruitful one for me. Just as I walked inside, I immediately noticed that the brick walls of the market were covered with handwritten signs and printed advertisements—for piano classes, tutoring lessons, small moving businesses, even painters. One flyer by VWC Muay Thai and Fitness stood out from the rest. What seemed at first to be only five pieces of information turned out to communicate at least twelve intended messages.

THE TRUTH IS IN THE WATER

{ OBJECTIVE }

Explore and experiment with typographic form in a “dreamy state” and take ideas and techniques from various explorations. Then, choose a poster to redesign into a set of three versions. Be able to defend the work by articulating and envisioning an internal logic, narrative, strategy, process, and explanation.

{ APPROACH }

There are many kinds of dreams a person may have—from daydreams, nightmares, to even falling into the clutches of sleep paralysis. This project enabled me to recall, explore, and visualize fragments of past dreams. Using various media, such as clear glue, holographic vinyl, glass, water, and water bottles, my type explorations led me to create a set of posters for the Japanese horror film, Dark Water.

NATURE THROUGH HER EYES

{ OBJECTIVE }

Design an online gallery or journal that highlights the work of under-represented practitioners or those whose work advances one or more of the UN Global Goals. The platform should showcase and highlight their work.

{ APPROACH }

The world of nature photography is currently dominated by males. To combat this, Her Lens was created to showcase and celebrate the work of women in this field. In addition, the online gallery emphasizes women who are fighting for environmental justice—referencing UN Global Goal 15: Life on Land. The visual system is meant to highlight the beautiful photos and the skills of the photographers. In particular, the typographical choices are intended to juxtapose feminine power and the dangers inherent in this profession.

EXPRESSING GRATITUDE

{ TO MY FAMILY } MOMMY, DADDY, MAU, BENEDICT, LOLO NICK. I am so thankful for your unconditional love and the support you've given me. My decision to pursue a career in design may have worried you, but you didn't stop believing in me. Your understanding gave me the determination to do my absolute best, and I appreciate the sacrifices you've made so that I can pursue my passion. My accomplishments are just as much yours as they are mine. I promise to always make you proud.

{ TO MY INSTRUCTORS } MARY SCOTT, PHIL HAMLETT, HUNTER WIMMER, DAVID HAKE, SANDRA ISLA, JOHN NETTLETON. Thank you for giving your utmost dedication to your students. Your excellence and expectations pushed me to produce work I'm proud to call my own. Although I came into the program with little to no experience about the world of design, you all provided me with the knowledge and determination to fearlessly explore unfamiliar territory and go beyond my limits.

{ TO MY PERSON } ANDREW. I am incredibly grateful to have you by my side. As my biggest supporter, you stood by me and pushed me every step of the way to pursue my passion. All of this wouldn't have been possible if it weren't for your constant love and support. Thank you for always believing in me, especially when at times, I didn't believe in myself.

{ TO MY FRIENDS } AT THE ACADEMY. Thank you for all the feedback and late-night chats that have kept me sane throughout my journey. Your helpfulness and kindness have made my experience at the Academy memorable beyond words. KARINA. Thank you so much for your understanding for all the times I wasn't able to hang out. I wouldn't be here if it weren't for your support and advice.

{ TO MY GUARDIAN ANGELS } LOLA, LOLO AMANG, INAY. Although you may not be here today, I am blessed to have you as my grandparents. Thank you for watching over me all these years. I will love and miss you, always.

COLOPHON

{ TITLE OF BOOK } Unfolding Me

{ CONTACT } Maricriss del Rosario maricrissdelrosario.com

{ SCHOOL } Academy of Art University School of Graphic Design

{ MAJOR } Master of Arts_MA Graphic Design and Digital Media { INSTRUCTOR } Mary Scott { COURSE } GR 700 MA Portfolio Seminar

{ PHOTOGRAPHY } Pexels.com Unsplash.com

{ PRINTING & BINDING } Blurb.com

{ PAPER STOCK } Mohawk Superfine Eggshell 100# Text

{ TYPOGRAPHY } The Seasons ABC Favorit Mono ABC Favorit