Creatively cheerful.
Dedication.
This book is dedicated to: the energy of a million.
Table of Contents
Projects. Nerd Share
003
Reveal
011
Save a Life
033
Food Health
043
Expensify
053
Moon Change
059
Rock-Paper-Scissors
073
Beyond Vodka
079
Girl Talk
087
Walgreens
097
MUNI
113
Paul Mitchell
131
Branding
145
LOCATION /
SAN FRANCISCO UNIVERSITY / ACADEMY OF ART
Creatively cheerful.
PAGE 001
MELISSA KELLY
YEARS /
4
My Story. My aunts call me “The Sun� because I try to find the good in everything. A smile can change the mood in any room. I believe designers can change the world for the better, and that belief drives my enthusiasm. I am looking to use my skills as a visual designer to solve problems and create beautiful pieces.
CREATIVELY CHEERFUL
PAGE 002
CLASS /
PERSONAL PROJECT
SEMESTER /
SUMMER 2012
Objective: As use of new electronics increases, the question of how to properly dispose of them becomes more urgent. Unfortunately, not enough of our electronics are re-used, recycled, or refurbished. Many end up in landfills or are disposed of in an unsafe manner. According to the UN Environmental Program, some 20-50 million metric tons of e-waste are generated worldwide every year. Concept: This service would be a network of tech savvy individuals who would spend their free time in coffee shops and other areas to help update and upgrade the user’s devices. A person can find the technicians through the phone application.
PAGE 003
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
COMPANY /
OPENIDEO
It really takes a network to change e-waste levels.
CREATIVELY CHEERFUL
PAGE 004
CLASS /
PERSONAL PROJECT
SEMESTER /
SUMMER 2012
PAGE 005 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
COMPANY /
OPENIDEO
PAGE 006
CLASS /
PERSONAL PROJECT
SEMESTER /
SUMMER 2012
PAGE 007
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
COMPANY /
OPENIDEO
PAGE 008
CLASS /
PERSONAL PROJECT
SEMESTER /
SUMMER 2012
PAGE 009
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
COMPANY /
OPENIDEO
PAGE 010
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
Objective: Color reflects our personalities, our social circles, our religion, and our world. Imagine what your life would be like without color. How would you pick clothing? How would you organize your closet? How would you match and pick your clothing for work, an interview, a meeting? The Academy of Art in collaboration with Pantone has challenged students with the question, “How can we create social or environmental change with the use of color?� Concept: A simple tactile system of colors for those who have some degree of blindness to use for everyday items like clothing. Team Members: Pora Rith and Allen Aliangan
PAGE 011
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR /
TOM SIEU
Imagine a life without the sight of color.
CREATIVELY CHEERFUL
PAGE 012
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 013 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 014
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 015
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 016
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 017
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 018
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 019
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 020
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 021
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 022
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
black & white pattern
black & white pattern
leather
leather
little red dress
little red dress
PAGE 023
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 024
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 025
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 026
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 027
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 028
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 029
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 030
CLASS /
PRINT 2
SEMESTER /
SPRING 2012
PAGE 031
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM SIEU
PAGE 032
CLASS /
GRAPHIC DESIGN 2
SEMESTER /
SPRING 2011
Objective: This project included making a booklet and website to promote a new invention. These gloves are like the AED pedals; however, they use a more natural since they stay on the rescuers’ hands at all time. The technology is faster and can recognize the difference in heartbeats to return the normal heart rhythm. Concept: The booklet and website needed to clearly show that this is a life saving product in a friendly way. Infographics and personal stories were showcased in this work.
PAGE 033
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR /
TOM MCNULTY
The best inventions are ones that save people’s lives.
CREATIVELY CHEERFUL
PAGE 034
CLASS /
GRAPHIC DESIGN 2
SEMESTER /
SPRING 2011
PAGE 035 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM MCNULTY
PAGE 036
CLASS /
GRAPHIC DESIGN 2
SEMESTER /
SPRING 2011
PAGE 037
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM MCNULTY
PAGE 038
CLASS /
GRAPHIC DESIGN 2
SEMESTER /
SPRING 2011
PAGE 039
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM MCNULTY
PAGE 040
CLASS /
GRAPHIC DESIGN 2
SEMESTER /
SPRING 2011
PAGE 041 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TOM MCNULTY
PAGE 042
CLASS /
TYPE 3
SEMESTER /
SUMMER 2011
Objective: One in three children are considered obese, a statistic which has grown in the last decade. This can be traced to increased additives in food, portion control, and ingredient choices. This project was connected to the many choices a designer has with the Options Paper which has many shades and weights. Hopefully, the right choices will be made. Concept: This project focused on healthy food choices for children and their parents by showing healthy and unhealthy options.
PAGE 043
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
ARIEL GREY
Make the choice to be healthy.
CREATIVELY CHEERFUL
PAGE 044
CLASS /
TYPE 3
SEMESTER /
SUMMER 2011
PAGE 045 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
ARIEL GREY
PAGE 046
CLASS /
TYPE 3
SEMESTER /
SUMMER 2011
PAGE 047
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
ARIEL GREY
PAGE 048
CLASS /
TYPE 3
SEMESTER /
SUMMER 2011
PAGE 049
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
ARIEL GREY
PAGE 050
CLASS /
TYPE 3
SEMESTER /
SUMMER 2011
PAGE 051
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
ARIEL GREY
PAGE 052
CLASS /
INTERNSHIP
SEMESTER /
SUMMER 2012
Objective: This was one of the proposed mockups for a new mobile design that provides all the functionality of the current Expensify application. The design should attract those in new and old businesses. The navigation should be changed as well to allow for more sections to be added in the future application designs. Concept: The iPhone application design uses a new navigation while having the look of a receipt. Company Leadership: Tyler Martin and Marc Katzschner
PAGE 053
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
COMPANY /
SHOTWELL
Expense reports that don’t suck.
CREATIVELY CHEERFUL
PAGE 054
CLASS /
INTERNSHIP
SEMESTER /
SUMMER 2012
PAGE 055 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
COMPANY /
SHOTWELL
PAGE 056
CLASS /
INTERNSHIP
SEMESTER /
SUMMER 2012
PAGE 057
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
COMPANY /
SHOTWELL
PAGE 058
CLASS /
TYPE 4
SEMESTER /
SUMMER 2012
Objective: Create a book about the typeface Fedra, created by Peter Bil’ak. The project should also include a website with the typeface features. Concept: When Peter Bil’ak created Fedra, his first version was stolen when his studio was burgled. He was able to get an extension and changed the overall typeface. He then added more weights and versions. Like the typeface, change is the only constant. The book shows how the composition of the Earth and Moon’s relationship changes over time.
PAGE 059
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR /
ARIEL GREY
The only constant is change.
CREATIVELY CHEERFUL
PAGE 060
CLASS /
TYPE 4
SEMESTER /
SUMMER 2012
PAGE 061 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
ARIEL GREY
PAGE 062
CLASS /
TYPE 4
SEMESTER /
SUMMER 2012
PAGE 063
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
ARIEL GREY
PAGE 064
CLASS /
TYPE 4
SEMESTER /
SUMMER 2012
PAGE 065
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
ARIEL GREY
PAGE 066
CLASS /
TYPE 4
SEMESTER /
SUMMER 2012
PAGE 067
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
ARIEL GREY
PAGE 068
CLASS /
TYPE 4
SEMESTER /
SUMMER 2012
PAGE 069
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
ARIEL GREY
PAGE 070
CLASS /
TYPE 4
SEMESTER /
SUMMER 2012
PAGE 071
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
ARIEL GREY
PAGE 072
CLASS /
GRAPHIC DESIGN 3
SEMESTER /
FALL 2011
Objective: For this project, we could create any iPhone application. This iPhone app is for the popular game of Rock-Paper-Scissors. It utilizes the motion feature on iPhones. The user would chose their weapon and shake the iPhone three times with their partner to see who wins the ultimate glory and bragging rights. Concept: Create a fun and rugged application to showcase this popular school yard game to settle disputes.
PAGE 073
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
JENNY JI
Rock, paper, scissors in no particular order.
CREATIVELY CHEERFUL
PAGE 074
CLASS /
GRAPHIC DESIGN 3
SEMESTER /
FALL 2011
PAGE 075 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
JENNY JI
PAGE 076
CLASS /
GRAPHIC DESIGN 3
SEMESTER /
FALL 2011
PAGE 077
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
JENNY JI
PAGE 078
CLASS /
PACKAGE DESIGN 3
SEMESTER /
SPRING 2012
Objective: Beyond Vodka represents the clarity, simplicity, and quality of premium vodka. It has a special filtration process and combines the finest ingredients Beyond goes down smooth with each and every cocktail and leaves zero aftertaste. Right now, the vodka is reasonably priced but the company wants to raise the price and focus on more high-end clientele that would serve the vodka at parties and events. Concept: Created a label with bold type and a fun pattern. The one made tricks the eye when viewing the bottle.
PAGE 079
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
CHRISTINE GEORGE
The best times always involve friends and vodka.
CREATIVELY CHEERFUL
PAGE 080
CLASS /
PACKAGE DESIGN 3
SEMESTER /
SPRING 2012
PAGE 081 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
CHRISTINE GEORGE
PAGE 082
CLASS /
PACKAGE DESIGN 3
SEMESTER /
SPRING 2012
PAGE 083
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
CHRISTINE GEORGE
PAGE 084
CLASS /
PACKAGE DESIGN 3
SEMESTER /
SPRING 2012
PAGE 085
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
CHRISTINE GEORGE
PAGE 086
CLASS /
PRINT 1
SEMESTER /
FALL 2011
Objective: My purpose was to create a tour book for the mash-up artist, Girl Talk. The book should include the tour dates, discography, and biography. For this project, we were able to create an accompanying website to show similar information which related to the artist. Concept: The aesthetic of the mash-up artist is very urban, organic, and free, so I wanted to include that feeling in the design. There are many references to an urban environment and grungy aspects to show Girl Talk visually in this piece.
PAGE 087
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
TROY ALDERS
Engineering musical mash-ups.
CREATIVELY CHEERFUL
PAGE 088
CLASS /
PRINT 1
SEMESTER /
FALL 2011
PAGE 089 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
TROY ALDERS
GIRL TALK
CREATIVELY CHEERFUL
PAGE 090
CLASS /
PRINT 1
SEMESTER /
FALL 2011
PAGE 091
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TROY ALDERS
PAGE 092
CLASS /
PRINT 1
SEMESTER /
FALL 2011
PAGE 093
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TROY ALDERS
PAGE 094
CLASS /
PRINT 1
SEMESTER /
FALL 2011
PAGE 095
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TROY ALDERS
PAGE 096
CLASS /
PACKAGE DESIGN 4
SEMESTER /
FALL 2012
Objective: In a group we created a look for Walgreens private and store brands. We created Cornerstone as the store brand with three private brands, Dixon, Uptown, and Eight. Concept: To create lines of products with each of their own attributes. Team Members: Courtney Stowell, Brooke Crane, and Anton Schulz
PAGE 097
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
MICHAEL OSBORNE
With you in mind, Walgreens.
CREATIVELY CHEERFUL
PAGE 098
CLASS /
PACKAGE DESIGN 4
SEMESTER /
FALL 2012
PAGE 099 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
MICHAEL OSBORNE
WALGREENS
STORE BRAND
FOOD LINE
MEN’S LINE
HOME DECOR
SPA PRODUCTS
Bold
Moderns
Fresh
Masculine
Functional
Clean
Minimal
Sophisticated
Sophisticated Soothing
PET LINE
PRODUCTIVITY LINE
Contemporary Simple Straightforward Casual Friendly
CREATIVELY CHEERFUL
PAGE 100
CLASS /
PACKAGE DESIGN 4
SEMESTER /
FALL 2012
PAGE 101
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
MICHAEL OSBORNE
PAGE 102
CLASS /
PACKAGE DESIGN 4
SEMESTER /
FALL 2012
PAGE 103
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
MICHAEL OSBORNE
PAGE 104
CLASS /
PACKAGE DESIGN 4
SEMESTER /
FALL 2012
PAGE 105
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
MICHAEL OSBORNE
PAGE 106
CLASS /
PACKAGE DESIGN 4
SEMESTER /
FALL 2012
PAGE 107
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
MICHAEL OSBORNE
PAGE 108
CLASS /
PACKAGE DESIGN 4
SEMESTER /
FALL 2012
PAGE 109
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
MICHAEL OSBORNE
PAGE 110
CLASS /
PACKAGE DESIGN 4
SEMESTER /
FALL 2012
PAGE 111
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
MICHAEL OSBORNE
PAGE 112
CLASS /
PRINT 3
SEMESTER /
FALL 2012
Objective: Our group set forward to research the way that MUNI runs to see if there are ways to fix a broken system. MUNI is at a all time high in unreliability. My group focused on the map and sharing of information to fix many problems within MUNI. Through the project we were also able to partner with Grafik Intervention to get our message and purpose across to the people of San Francisco. Concept: Change the map and sharing of information to improve MUNI. Team Members: Theresa Yen and Kim Dauer
PAGE 113
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
TOM SIEU
Mapping the ridership of San Francisco.
CREATIVELY CHEERFUL
PAGE 114
CLASS /
PRINT 3
SEMESTER /
FALL 2012
PAGE 115 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TOM SIEU
PAGE 116
CLASS /
PRINT 3
SEMESTER /
FALL 2012
PAGE 117
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TOM SIEU
PAGE 118
CLASS /
PRINT 3
SEMESTER /
FALL 2012
PAGE 119
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TOM SIEU
PAGE 120
CLASS /
PRINT 3
SEMESTER /
FALL 2012
HANDLE STRUCTURE
ADJUSTABLE STRAP
SOFTWARE INTERFACE
GRID SYSTEM To accommodate all the necessary components on the handles GRIP HANDLES For the sake of safety and ergonomics (comfortable for holder)
PAGE 121
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
TOM SIEU
COLOR EXPLORATION PHYSICAL APPEARANCE
SOFTWARE INTERFACE
GAMES & ADVERTS Simple games to entertain riders and short ads to help fund the system
MAP BUTTON (left) Riders would know the status of the bus/metro they’re in, and the status of other lines
INTERACTIVE BUTTON Roll & click button used to select options, go to home screen and gaming
STOP BUTTON (right) To request the driver to stop at the next station
CREATIVELY CHEERFUL
PAGE 122
CLASS /
PRINT 3
SEMESTER /
FALL 2012
PAGE 123
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TOM SIEU
PAGE 124
CLASS /
PRINT 3
SEMESTER /
FALL 2012
PAGE 125
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TOM SIEU
PAGE 126
CLASS /
PRINT 3
SEMESTER /
FALL 2012
AMOUNT >
MONTHLY PASS PAYMENT DETAILS
>
CREDIT CARD TYPE YOUR NAME CREDIT CARD NUMBER
YOUR CARD HAS BEEN REFILLED
EXPIRATION
PAGE 127
CCV
GO
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR/
TOM SIEU
SELECT LOCATION MARKET AND MONTGOMERY ST SELECT A LINE 38-GEARY GO STATUS TIME
CURRENT LOCATION
05 min Market and Montgomery St 10 min Geary Blvd & Powell St
CREATIVELY CHEERFUL
PAGE 128
CLASS /
PRINT 3
SEMESTER /
FALL 2012
PAGE 129 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR/
TOM SIEU
PAGE 130
CLASS /
IDENTITY 2
SEMESTER /
SPRING 2012
Objective: Thirty years ago, two friends, Paul Mitchell and John Paul DeJoria, formed a company to support hairdressers and provide high end hair care. They started out with just three products and now have provided over 100 products and 100,000 salons worldwide. With this success, the brand needs a face lift to keep it current and to continue to lead the hair and beauty industry. Concept: The logo now has a high fashion typeface with an awapuhi flower as the main graphic. Every Paul Mitchell product has extracts from an awapuhi flower that they grow themselves in Hawaii.
PAGE 131
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR /
TODD HEDGPETH
Refresh the beauty and hair industry.
CREATIVELY CHEERFUL
PAGE 132
CLASS /
IDENTITY 2
SEMESTER /
SPRING 2012
PAGE 133 MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
INSTRUCTOR /
TODD HEDGPETH
PAUL
MiTCHELL
PAUL
MiTCHELL
PAUL
MiTCHELL
CREATIVELY CHEERFUL
PAGE 134
CLASS /
IDENTITY 2
SEMESTER /
SPRING 2012
PAGE 135
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TODD HEDGPETH
PAGE 136
CLASS /
IDENTITY 2
SEMESTER /
SPRING 2012
PAGE 137
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TODD HEDGPETH
PAGE 138
CLASS /
IDENTITY 2
SEMESTER /
SPRING 2012
PAGE 139
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TODD HEDGPETH
PAGE 140
CLASS /
PERSONAL PROJECT
SEMESTER /
SUMMER 2012
PAGE 141
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
COMPANY /
OPENIDEO
PAGE 142
CLASS /
IDENTITY 2
SEMESTER /
SPRING 2012
PAGE 143
MELISSA KELLY
1 2 3 4 5 6 7 8 9 10 11 12
CREATIVELY CHEERFUL
INSTRUCTOR /
TODD HEDGPETH
PAGE 144
TYPE/
IDENTITY
SEMESTER /
BEFORE 2013
Objective: The following is a summary of identities created while at the Academy of Art University. Concept: Each has a different concept for each project.
PAGE 145
MELISSA KELLY
INSTRUCTORS /
ASSORTED
Identity
CREATIVELY CHEERFUL
PAGE 146
TYPE/
IDENTITY
SEMESTER /
BEFORE 2013
PAUL
MiTCHELL
PAUL
MiTCHELL
PAUL
MiTCHELL
PAGE 147 MELISSA KELLY
INSTRUCTORS /
PAUL
MiTCHELL
PAUL
MiTCHELL
PAUL
MiTCHELL
CREATIVELY CHEERFUL
ASSORTED
PAGE 148
TYPE/
IDENTITY
SEMESTER /
BEFORE 2013
PAGE 149 MELISSA KELLY
INSTRUCTORS /
CREATIVELY CHEERFUL
ASSORTED
PAGE 150
TYPE/
IDENTITY
SEMESTER /
BEFORE 2013
PAGE 151 MELISSA KELLY
CREATIVELY CHEERFUL
INSTRUCTORS /
ASSORTED
PAGE 152
Credits.
Colophon: School: Academy of Art University, School of Graphic Design Course: Senior Portfolio Instructor: Mary Scott Student: Melissa Kelly Telephone: 916-425-8065 Address: 1533 Judah St. San Francisco, CA 94122 email: melissa@melgd.com website: melgd.com Printer: Giant Horse, 1336 San Mateo Ave, S San Francisco, CA Binder: The Key, 5851 Ocean View Dr, Oakland, CA Photography: Melissa Kelly and Project Members Title of Book: Creatively Cheerful Cover Stock: Arrestox book cloth, white, Davey board Text stock: 100# white finch fine text Foil stamping: Yellow Fonts: Din and Chronicle Display Software: Adobe Creative Suite 6 Special thanks to all of my instructors, classmates, group members, and family. Š 2013 All rights reserved. No part of this publication can be reproduced without express permission from Melissa Kelly.