Ashley Montoya by montoya.design

MERGE /merj/ blend or cause to blend gradually into something else so as to become indistinguishable from it. Growing up I shared my room with my fifteen year-old parents. The walls were covered with torn out pages from Surfer and Thrasher magazine sprinkled with multicolored flyers from punk shows. I grew up with a fascination for the imagery and content of our collaged wallpaper. The vibrant colors, raw typography, and crude artwork lured me in. Curiously fond of the magnetic imagery found on Raymond Pettibon's concert flyers I was captivated by cartoon illustrations of familiar icons. Mickey Mouse and Marilyn Monroe were cleverly combined with contrasting dark undertones. As my curiosity for graphic expression grew, I tore out magazine pages wherever I went. At home, I zealously examined my collection, compiling it into books to document my gathered aesthetic. My obsession for the visual subculture of my mother and father continued to evolve. While most children rebelled against their parent’s interests, our closeness in age made them more like my older siblings. I admired them, intrigued by everything they were into—the music, clothing, media outrage, art, and attitude. While my parents were off being teenagers, I was left to spend a lot of time with my great grandparents. Their wisdom and experience opened my eyes to an entirely different world filled with history, art, and tradition. The rebellious, youthful style of my parents coalesced with the narrative culture of my grandparents to create my own design voice and viewpoint. My interest in both low and high culture is reflected in my work. I’m driven to blur the lines and merge styles to create a fresh, diametric approach. I want to juxtapose imagery and content to spark imagination.

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EMULSION

GRANGE

SOUND & VISION

Photography Magazine

Cosmetic Branding

Design Conference

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BUKOWSKI

NETFLIX

STRANGE VACATION

KAENG

PETROVKA 38

Book Covers

Annual Report

Brand Manifesto

Thai Restaurant

Russian Inspired Vodka

8 //

EMULSION

“I RE ALLY BELIE VE THERE ARE THINGS NOBODY WOULD SEE IF I DIDN’ T PHOTOGR APH THEM.”

COURSE Page Layout

INSTRUCTOR Sean Bacon & Bradford Prairie

PROJECT Emulsion

CLIENT Emulsion Magazine

DELIVERABLES Magazine

TYPEFACE Tungsten Quarto

9 //

PROJECT

Pages of_Film Grain OVERVIEW Emulsion is a black and white photography magazine that offers a different perspective than its counterparts. The magazine focuses on photography as art and statement, rather than an educational journal filled with gear/ gadget advertisements. The majority of the magazine features artist profiles and photographic portfolios, as well as gallery and publication reviews. Each issue is themed and features work from the past and present. The artists are explored over many pages to allow for large scale, high quality prints of their artwork, accompanied by in depth essays and interviews. The goal of emulsion is to inspire and connect the photographic community.

SOLUTION To reach a wide range of viewers without overpowering the art, I designed the magazine to be sleek and minimalistic. Ample white space highlights and enhances the photography with clean sophistication. Each issue features a different bright color, inspired by Ilfordâ&#x20AC;&#x2122;s darkroom filters, that compliments the black and white imagery. The typefaces Quarto and Tungsten are used together for stark contrast between traditional and modern, mirroring the works selected for the magazine. The magazineâ&#x20AC;&#x2122;s masthead was made with Quarto, for an injection of sharp refinement.

EMULSION

PROJECT

N A M I N G EMULSION I took a creative and strategic approach when choosing the name for a high end photography magazine. The name had to be strong and visually appealing as a logo. The name had to refer to black and white photography and have a sense of sophistication.

COMPETING PUBLICATIONS Popular Magazine

Click

Digital Photo Pro

Photograph

Shutterbug

Black + White Photography

Photolife

Black & White

Shutter Magazine

Aperture

THE NAME SHOULD BE MEANINGFUL Photographic emulsion is a light-sensitive colloid used in film based photography. MODULAR Can easily build brand extensions. DISTINCTIVE Emulsion is unique, easy to remember, and descriptive.

PROTECTABLE Emulsion is free to be owned and trademarked.

VISUAL The letters that make up Emulsion create a bold and sophisticated masthead.

EMULSION

_Identity

_Typography

TUNGSTEN

QUA RTO

a b c d e f g h i j k n

abcdefghijkn

o p q r s t u v w x y z

opqrstuvwxyz

1 2 3 4 5 6 7 8 9 0

_Photo Treatment

_Adjectives

Innovative Sophisticated Monotone Experimental Artistic

_Color Palette

C = 3 0

M = 2 9

Y = 1 0 0

K = 0 2

C = 2 2

M = 4 7

Y = 1 0 0

K = 0 4

C = 1 5

M = 1 0 0

Y = 2 3

K = 0 0

C = 1 3

M = 1 0 0

Y = 1 0 0

K = 4

PROJECT

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EMULSION

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08 08

07 07

06 06

05 05

01 03

PROJECT

_ Magazi ne Spread s

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EMULSION

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PROJECT

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EMULSION

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PROJECT

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EMULSION

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PROJECT

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GRANGE COSMETIC “ THE ONLY RE ASON I’M IN FASHION IS TO DESTROY THE WORD CONFORMITY!”

COURSE Portfolio Building

INSTRUCTOR Sean Bacon & Bradford Prairie

PROJECT Grange

CLIENT Grange Cosmetics

DELIVERABLES Magazine Mobile App

TYPEFACE Custom Typeface Moderate Trivia Sans

23 //

PROJECT

Antagonistic _Beauty Standards OVERVIEW Grange is a high-end makeup line that views personal style as the ultimate form of self expression. A source of strength and creativity, using their products celebrates exactly who you are on the inside. In the way fashion is a platform to show creativity, Grange encourages users to experiment and be bold. Their products are a way to showcase and craft your opinions, subverting and reclaiming the idea of makeup. Based out of London, products are highly influenced by street fashion and trendsetters. No cookie cutter models here—only unique faces with beautiful flaws. The brand wanted to create a new advertising campaign and packaging system that embodied their bold and disruptive mission.

SOLUTION A brand driven to stand out, Grange demanded its own disruptive, custom typeface. The new typeface is inspired by the ever-so-fashionable and sleek, Didot Ambroise. I elongated the letterforms exaggerating the contrast on the strokes. The typeface is applied with extreme scale on a variety of products and applications. When model casting for this campaign, I searched for fresh, unique faces that represented the diverse atlas of beauty and inclusiveness. A concise, yet powerful tagline was also key to this project. “Be Bold” authentically embodied the brand’s purpose and values.

GRANGE COSMETICS

PROJECT

D I F F E R E N T I A T I O N DIFFERENTIATION Gaining an understanding of the beauty industry as well as the customer base in the area was key in establishing what kind of cosmetic brand would thrive in London. I found that most of the existing brands were geared towards an older audience and lacked a modern edge. After further research I decided that a vibrant aesthetic mixed with a bold custom typeface highlighting the brand's core messaging would help the brand stand out.

POSITIONING To position Grange in an already packed makeup industry I chose to use eye catching imagery of unique models intertwined with large scale typography. For the ad campaign I wanted create taglines that focus on the the models bold qualities and "flaws" rather than a typical model's standard beauty.

COMPETITION BURBERRY

High end luxury brand. Caters to a consumer looking for a classic and traditional look.

RIMMEL

British cosmetic brand primarily purchased by females 18-24 on a lower budget.

CHARLOTTE TILBURY

British Makeup line geared towards a fresh, bohemian target market in their early 20s.

GRANGE COSMETICS

_Identity

_Typography

Social Gothic

MODERAT

a b c d e f g h i j k n

ABCDEFGHIJKN

o p q r s t u v w x y z

OPQRSTUVWXYZ

1 2 3 4 5 6 7 8 9 0

_Pattern

_Brand Slogans

Be Bold. Be Audacious. Be Unconventional. Be Unique. Be You.

_Color Palette

C = 2 7

M = 8 1

Y = 0 0 0

K = 0 0

C = 2 2

M = 0 0

Y = 0 9 0

K = 0 0

C = 0 3

M = 9 6

Y = 1 0 0

K = 0 0

PROJECT

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GRANGE COSMETICS

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15 //

PROJECT

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GRANGE COSMETICS

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PROJECT

_Website Ho mepage & Mobile Social Med ia

32 //

GRANGE COSMETICS

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PROJECT

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GRANGE COSMETICS

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PROJECT

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OUND & ISION

“I DON’T KNOW WHERE I’M GOING FROM HERE, BUT I PROMISE IT WON’ T BE BORING.”

COURSE Advanced Typography

INSTRUCTOR Sean Bacon

PROJECT Sound & Vision

CLIENT Offset Conference

DELIVERABLES Conference Program Poster Swag

TYPEFACE Moshun Neutraface

37 //

PROJECT

The Song of _Innovation

OVERVIEW OFFSET is a compelling three-day creative conference that is both inspirational and educational. Twenty design luminaries deliver keynotes, expert career guidance, and hands-on workshops in an array of design fields including graphic design, photography, animation, illustration, fashion, film, industrial design, and fine art. These influencers drive huge global campaigns and turn out awe-inspiring projects. A hot ticket, more than 2,500 professional and student attendees network at this prominent hub for innovative design thinkers. The project objective was to create a fresh event theme and brand identity to drive the 2017 conference.

SOLUTION My theme strategy was to find a source of inspiration that embodied all fields of creativity. I chose the late David Bowie as my muse. His song title, Sound & Vision became the theme as it connected to the full spectrum of design covered at the conference. A master of innovation, reinvention and transformation, Bowieâ&#x20AC;&#x2122;s vibrant, bold aesthetic was the compass for my designs. The 22-45 year old target audience includes 35% students, and 65% design professionals. To appeal to both groups, I constructed bright, loud graphics, while maintaining a clean, sophisticated layout. OFFSET speakers are key disruptors and conference materials needed to mirror that attitude. The logo design was inspired by the Tokyo pop jumpsuit that was created by Kansai Yamamoto for Bowie. The Moshun typeface used for the conference identity pays tribute to the geometric patterns of the jumpsuit. Neutraface Slab was used to create typographic contrast. I experimented with an intense, lively, color palette to magnify the conference aesthetic.

SOUND & VISION

D E - S I G N B R I E F MISSION STATEMENT Sound & Vision is the theme for Offset's 2017 annual design conference, held in Dublin. Offset partnered with Ireland's leading workspace provider Iconic Offices to transform their Greenfield building into an inspiring design hub. The weekend includes innovative workshops, exhibitions, Master classes, and discussion panels, drawing in a diverse lineup of guests and speakers.

TARGET AUDIENCE The conference is both educational and vocational and attracts more than 2,500 guests. The attendees are 65% professionals and 35% students, ranging from 22-45.

PRIMARY TARGET AUDIENCE PROFESSIONALS

Active professionals in every spectrum of art and design attend this conference to enhance skills, learn new methods and interact with fellow professionals. This event is focused for those working in the creative industry and is also used by many as part of their Continued Professional Development.

SECONDARY TARGET AUDIENCE STUDENTS

Recent Graduates and students attend Offset in hopes of getting professional insight into every level of creative paths. Offset is an opportunity for them to meet future employers, get internships, and enhance their portfolios.

39 //

PROJECT

SOUND & VISION

_Identity

_Typography

Neutraface display

Neutraface slab

a b c d e f g h i j k l m nopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0

a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

_Type Treatment SPEAKERS

K = 0 0

C = 5 0

M = 0 0

Y =1 0 0

K = 0 0

C = 2 5

M = 2 5

Y = 0 2 0

K = 0 0

C = 5 8

M = 3 5

Y = 0 4 1

K = 0 4

dan

gavin

marion

bruno

kirsten

nhu xuan

mirko

yasmeen

JEAN-PAUL

Y = 0 2 6

perri

M = 9 3

little

C = 0 1

deuchars

Stage 1 11:00

maag

_Color Palette Day 2

leonard

lepore

She fulfills her thirst of creativity through photography and also mixed media . She is what we could call eventually an image maker. She plays with the set on the shoot and on post production, making her ideas into real. As a story teller, she likes her models to embody a real part and sometime to catch them in a loss moment. To play sometimes with abstraction, sometimes with strangeness. The atmosphere of her images are haunting,often cold but always turned into a beautiful and edgy aesthetic.

hua

Photography

Curiously, at a time when images and digital techniques provide all the transformations and manipulations you could want with a simple click, and even though he obviously makes excellent use of such means, Goude would never abandon pen and pencil and continues to draw, as precisely as possible, every one of his projects.

Nhu Xuan Hua is a french photographer from Paris now based in London. She studied Art,Cinema and Photography in Paris before starting her own search in the photographic industry. Working in between the two capitals, sheâ&#x20AC;&#x2122;s recently signed with one of the most established photographers agency in Milan, Aura photo .

borsche

Day 2 Stage 1 11:00

Expressing himself for over 40 years now through drawings, posters, photography, films, videos or events, Jean-Paul Goude has always impressed, in every sense of the word, our imagination.

22/46

16/46

ismail

HUA

GOUDE Photography Design Art Director

Jean-Paul Goude is a French graphic designer, illustrator, photographer and advertising film director. He worked as art director at Esquire Magazine in New York City during the 1970s,and famously choreographed the 1989 Bicentennial Parade in Paris to mark the 200th anniversary of the French Revolution.In addition, over the last three decades, he has created well known campaigns and illustrations for brands including Perrier, CitroĂŤn, Kodak, Chanel, Kenzo and Shiseido.

SOUND + VISION

GOUDE

NHU XUAN

SPEAKERS

nils

_Design Element

41 //

PROJECT

_Pr ogra m Spread s

42 //

SOUND & VISION

43 //

PROJECT

44 //

SOUND & VISION

45 //

PROJECT

46 //

SOUND & VISION

47 //

PROJECT

48 //

BUKOWSK

“ANY ASSHOLE CAN CHASE A SK IRT, A RT TA K E S DISCIPL INE .”

COURSE Portfolio B

INSTRUCTOR Sean Bacon & Bradford Prairie

PROJECT Book Series

CLIENT ECCO Publishing

DELIVERABLES Book Covers

TYPEFACE Pressure Mono P22 Typewriter Univers

49 //

PROJECT

Words of_a Dirty Old Man OVERVIEW ECCO house publishing was looking to release a collector’s book set from lowbrow author Charles Bukowski’s three most notable novels. The covers needed to be eye catching and stand out amongst the other titles on the crowded bookshelves. I avoided using Bukowski’s alcoholism as a theme in favor of something unexpected. During his early writing career, his work appeared in Playboy, Hustler, and Penthouse, joining the ranks of modern literary giants. Bukowski’s gritty storytelling often unravels his tumultuous relationships with women, yet this author proves time and time again that, in his own way, he is a hopeless romantic at heart. SOLUTION For the covers I searched for an abstract way to merge the challenging themes of lust and filth. This project called for a beautifully perverse approach. I wanted to hint at Bukowski’s attraction to women by collaging vintage Playboy centerfolds and referenced the magazine’s slip on the cover. To achieve this I used craft paper and old mailing labels for the book’s dust jacket, which also served to censor the graphic imagery on the cover. Bukowski, amongst other beatnik poets of the time, was known for experimenting with the “cut up technique,” slicing up and rearranging text to form new compositions. As a nod to this approach, I recreated the novel titles out of magazine clippings. These book covers were designed to set the tone of the words that are compiled within.

50 //

BUKOWSKI

_ D u st Jacket Details

51 //

PROJECT

52 //

BUKOWSKI

53 //

PROJECT

54 //

ETFLIX

“TV TV

PARTY PARTY

TONIGHT! TONIGHT!”

COURSE Portfolio B

INSTRUCTOR Sean Bacon

PROJECT Annual Report

CLIENT Netflix

DELIVERABLES Annual Report

TYPEFACE Gotham

55 //

PROJECT

Binge-Worthy _Consideration OBJECTIVE Netflix is the world’s leading internet entertainment service with over 117 million members in over 190 countries, enjoying more than 140 million hours of TV shows and movies per day. Programming includes original series, documentaries and feature films. Members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen. Subscribers can play, pause and resume watching, all without commercials or commitment. The core of Netflix service is an infinite, ever-changing catalogue and custom curated selections. Their tagline, “See What’s Next” is their ode to innovation. The company required an annual report to convey crucial information to shareholders and to evoke their visual brand voice.

SOLUTION Netflix has introduced a global brand identity to serve its recent expansion into new international markets. New York based design firm Gretel created the stack system to convey Netflix’s endless catalogue of shows and movies. My goal for this publication was to merge Gretel’s stacking elements with the company’s yearly numbers, to embody the brand’s core values on the annual report spreads. Following Netflix’s brand guidelines, I integrated their custom arc and brand red across the report. Gotham is used throughout the entire document, with imagery from the company’s original content.

56 //

NETFLIX

57 //

PROJECT

58 //

NETFLIX

59 //

PROJECT

60 //

NETFLIX

61 //

PROJECT

62 //

STRANGE VACATION

“ B U Y T HE T IC K E T, TA K E T HE R IDE .”

COURSE Portfolio B

INSTRUCTOR Sean Bacon Bradford Prairie

PROJECT Strange Vacation

CLIENT Strange Vacation

DELIVERABLES Lookbook Mobile Packaging

TYPEFACE Druk Marian District Pro

63 //

E N

PROJECT

Folded _Fashion OBJECTIVE Strange Vacation is an existing lifestyle clothing brand, geared toward female motorcycle riders. The company was created by two women who share a passion for motorcycles, fashion, and storytelling. Strange Vacation defines itself as bold, fearless, and strives to empower women through fashion and attitude. Currently the line has an apparel brand, online store, website, and blog. To further expand the brand they wanted to design a printed manifesto to include with purchases and hand out at trade shows that encapsulated their key ideas and brand philosophy. SOLUTION When designing the manifesto, my key objectives were to accurately portray the brand’s viewpoints and beliefs, while attracting and inspiring like-minded customers. To evoke a sense of adventure and female empowerment, I played with large-scale cropped typography that created energy and rhythm amongst the spreads. Since the manifesto included a look-book that highlighted the season’s new line, I had to be strategic when it came to the layout and organization of imagery. I took a more minimalistic approach to any spreads that showcased their products. The brand’s existing logo and color palette was enhanced with the addition of the Druk Condensed and Marion typefaces to push contrast with the copy. Printing on newsprint was both a financial and aesthetic choice, allowing the company to print a large volume at a lower cost, while adding a sense of grit from the texture of the paper.

STR ANGE VACATION

REBECCA PHILLIPS 35/DIVORCED/PROJECT MANAGER AT AD AGENCY/PORTLAND, OR

FAVORITE MOTORCYCLE

ABOUT

Harley Sportster 883 or Yamaha Bolt, Cafe Racers

Rebecca is a recently divorced woman who is looking for change. She wants to reinvent herself and try new things. She would like to buy her first motorcycle. She is vegetarian in Portland, OR. She doesnâ&#x20AC;&#x2122;t like to conform to anyone and has a strong sense of who she is as a person. She loves to socialize with her friends at bars and breweries.

LIKES 64 //

Breweries, whiskey, holistic healing, hiking, camping in van.

DISLIKES Clubs, conformity, dating, steakhouses.

Device Usage Desk top: 65% Mobile: 35%

PROJECT

FAVORITE MOTORCYCLE

CHRISTINA MERCADO

Cafe Racers

26/SINGLE/SOCIAL MEDIA MANAGER/CHICAGO, IL

ABOUT Christina is an individual who does not own a motorcycle but is fascinated by the culture. She loves the aesthetic looks of the biker genre. Living in Chicago, IL she doesn’t know if she should get a motorcycle but is interested in getting one. She loves Strange Vacation’s style and would like to purchase the clothing for lifestyle use.

LIKES Tattoos, junking, dive bars, hole-in-the-wall small businesses, rustic furniture.

DEVICE USAGE

DISLIKES

Desk top: 35% Mobile: 65%

Mainstream culture, reality shows,

65 //

typical “girly-girl” expectations.

FAVORITE MOTORCYCLE

BARBARA CARR

42/MARRIED (2 KIDS)/HR MANAGER FOR NON PROFIT/TEMECULA, CA

ABOUT Barbara is a happily married women who works at a non-profit organization. She grew up listening to punk and rock music. She loves her motorcycle and being able to ride with her and her husband’s friends. She is not a fan of modern rap music and ignorant individuals. She is a bit reserved.

LIKES Rock/punk music (Black Flag, Led Zeppelin, Dead Kennedys), small gatherings, cooking, Crafting.

DEVICE USAGE

DISLIKES

Desktop: 85%

Action movies, entitled individuals, modern rap music, bars, candy.

Mobile: 15%

Harley Davidson Softail Heritage

66 //

STR ANGE VACATION

CHECKOUT USER FLOW Image focused shopping cart and accordion checkout steps assist in expediting the customer's checkout process. An easy and quick page transition optimizes sales.

67 //

PROJECT

_ Bra n d Ma n ifesto

68 //

STR ANGE VACATION

69 //

PROJECT

70 //

STR ANGE VACATION

71 //

PROJECT

72 //

STR ANGE VACATION

73 //

PROJECT

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STR ANGE VACATION

75 //

PROJECT

AENG

76 //

“SKILLS CAN BE TAUGH T, CHARACTER YOU EITHER HAVE OR DON’T HAVE.”

COURSE

Portfolio Building

INSTRUCTOR Sean Bacon Bradford Prairie

PROJECT Kaeng

CLIENT Kaeng Kitchen

DELIVERABLES Menu Branding Environmental

TYPEFACE Hand Lettered Trade Gothic Mongo

77 //

PROJECT

Flavors of_the Streets

OVERVIEW Kaeng Street Market is a vivid, energetic, and colorful twist on the traditional Thai restaurant. Inspired by the bustling streets and food carts of Thailand, I wanted to design a space and dining experience that transports the guest to a world of fresh flavors. The secret to Thai food is a balance of five flavors: sour, sweet, salty, bitter, and spicy. Some Thai dishes have a careful blend of all these tantalizing tastes. Shying away from white linen, gold statues and calming Buddhist chants I decided to flip this food venue upside down and bring the colors, sounds, and visuals of the sidewalks inside this New York brick and mortar.

SOLUTION Anthony Bourdain’s view on eating a street side meal encapsulates the Kaeng aesthetic, “this is the way so many great meals in my life have been enjoyed: sitting in the street, eating something out of a bowl that I’m not exactly sure what it is, scooters going by. It’s so delicious, I feel like an animal.” Catering to a street-smart audience, ages 26 to 41, the graphics needed to convey the authentic excitement of Thai street markets. To inject this feeling into the branding system, I created a hand painted logotype inspired by street vendor signs and splashed a striking color palette throughout the space and supporting stationery. I merged traditional Thai Yak Sant tattoo designs with playful Thai comic imagery to create patterns for the packaging and swag. Scans of Thai newspapers were used to create the placemats. Every element throughout the restaurant was chosen to give a sense of energetic street fare.

78 //

KAENG STREET KITCHEN

79 //

PROJECT

80 //

KAENG STREET KITCHEN

81 //

PROJECT

82 //

PETROVK

“THESE POSTERS WERE DESIGNED TO CATCH THE E YE, STIR THE SP IRI T, A ND C ON V INC E T HE MIND.”

COURSE

Portfolio B

INSTRUCTOR Sean Bacon & Bradford Prairie

PROJECT Petrovka 38

CATEGORY Branding

DELIVERABLES Packaging

TYPEFACE Stenberg Druk Red Oktober

83 //

PROJECT

The People's _Vodka OVERVIEW Petrovka 38 is a vodka that pays homage to Russian tradition and history. The vodka is made using the time-honored process of charcoal filtration, which was developed in Moscow. The brand wanted to integrate bold colors, imagery, and hints of Russian Constructivist artwork. Set on one of Moscow’s bustling streets, Petrovka 38 was once an extravagant palace that became a prison in 1816 to house some of Russia’s most notorious criminals. Juxtaposing the opulence of Prince Shcherbatov’s palace and the grittiness of the inmates fueled the brand look and feel, which caters to a predominantly male audience, ages 24-35. This juxtaposition reinforces the brand message of high quality vodka for the people. The affordable price point, bold character and clean, crisp taste of Petrovka 38, delivers legendary smoothness. SOLUTION To convey the essence of this brand, I designed a logo inspired by the geometric shapes found on Russian propaganda posters. Influenced by the artworks of El Lissitzky and Aleksandr Rodchenko, I took cues from their color palettes and typographic choices. The heavy, condensed Druk typeface, a study in extremes, caters to the aesthetic of the brand. Red October and Stenberg were sporadically used throughout the design as decorative elements. To pay homage to the machine, I added hard, industrial elements to the packaging. An accordion fold recipe book, which houses cocktail recipes along with mug shots of Petrovka’s inmates, ties the brand message together. The strong industrial aesthetic includes a bolt and washer in place of the traditional twist cap and puts a whole new spin on screwdrivers.

PETROVKA 38

PROJECT

P O S I T I O N I N G HIGH PRICE Belvedere Grey Goose Ketel One Stoli

Opportunity lies here

Skyy Smirnoff

Finlandia

Svedka

Popov

LOW PRICE

POSITIONING STRATEGY To differentiate Petrovka 38 in an over saturated beverage industry I first began with building a brand matrix of competitors, that focused on price point and age range. I discovered where there was an opportunity to profit. The gap that needed to be filled was quality vodka at mid price range. Targeting males 24-35, I decided to design a brand that focused on storytelling, graphic imagery.

MATURE

YOUTHFUL

Absolut

PETROVKA 38

_Identity

_Typography

ATL AS GROTESK

STENBERG

abcdefghijkn opqrstuvwxyz 1234567890

abcdefghijkn opqrstuvwxyz 1 2 3 4 5 6 7 8 9 0

_Photo Treatment

_Adjectives

Masculine Constructivist Industrial Premium Utilitarian

_Color Palette

C = 0 0

M = 1 0 0

Y = 1 0 0

K = 0 0

C = 7 5

M = 0 6 8

Y = 0 6 7

K = 9 0

C = 0 8

M = 0 1 2

Y = 0 3 2

K = 0 0

PROJECT

88 //

PETROVKA 38

_Cock tail Recipe Book

89 //

PROJECT

_ Ha r dw a re & E tch i n g Details

90 //

PETROVKA 38

91 //

PROJECT

92 //

PETROVKA 38

93 //

PROJECT

LOGOS

_ Lo wbr o w A r t Galler y _Spa n ish F u sion Wi ne Co.

94 //

_ Meal Su bscrip tion Bo x

_T h ai Restau ra nt _ Geot her m al E ner g y _Ph otograp hy St ud io

_Q u alit y Tat too Supplies _ Men's St reet wea r _ Boutiq ue Je weler

MEZK lA

95 //

WINE CO.

96 //

THANK YOU

Thanks Dad for molding me into the son that you always wanted, my tomboy tendencies have played a huge role in the person that I am today. Thank you Mom for teaching me how to be a strong independent woman, and for showing me that anything is possible if you put your mind to it. Thank you to my first boss, Art Pina, for roping this crazy 14 year old off the streets and for teaching me the importance of a strong work ethic, but to always have fun while doing it. Thank you to my entire group of misfit friends for being so unique and talented, Iâ&#x20AC;&#x2122;m inspired by all of you on a daily basis. And a huge thank you to my amazing and supportive boyfriend for being by my side throughout this entire process, and for reminding me to sleep and eat. Now thanks to all of the people that have helped me get here...A big thanks to David Eichinger for reviving my school spirit and for reminding me just how much I love film and working in a darkroom. The infectious smiles and support of both Candice Lopez and Andrea Singer motivated me to never give up. A big thanks goes out to my classmates who made this exhausting process more manageable and entertaining. Thank you Norm for being so crafty and for helping me bring my designs to life. I can't begin to express the gratitude and appreciation that I have for Sean Bacon and Bradford Prairie. Both have believed in my work since day one, and have helped me discover my design voice. They both constantly push me to achieve my best and motivate me to never give up. They have become both mentor and friend and this book wouldnâ&#x20AC;&#x2122;t be possible without them. Every student should only be so fortunate to come across such dedicated teachers. Thank you both for believing in me and for always making me laugh. Sean, thank you for always keeping me out of the gutter and Bradford thank you for always adding a little clarity to my day!

_Colophon TYPEFACE Din Next Kettler Freight Sans PHOTOGRAPHY Bradford Prairie Ashley Montoya Unsplash Images taken from the internet are for inspiration only. COPYRIGHT Â© 2018 ASHLEY MONTOYA All rights reserved. No portion of this book may be used or reproduced without written permission from the author. For more information contact ashley.montoya5@gmail.com