PERSONA by MSilva1983

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

> persona

MEET MAR C E LLA

INTRODUCTION

The term persona in latin means individual or person and when used as an english word it means your outward personality, who you appear to be. In the following chapter openers you will be introduced to different personas that are each the intended target audience for each project.

INTRODUCTION

NIC E TO MEE T YOU My Name is

> persona

My name is Marcella Silva and welcome to my selected works titled Persona. I live in San Jose, California and this is my final year at The Academy of Art University in San Francisco, California. For me design is a passion combined with creativity. Enjoy meeting all the personas who were the inspiration for each project.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

NIC E TO MEE T YOU

My Name is

My Name is My Name is

PA G E 6

M E E T M AT T H E W

PA G E 16

MEET GEANINE

NIC E TO MEE T YOU

My Name is

> persona

CONTENT S

MEET JESSICA

PA G E 3 0

MEET CHRISTINE

MEET ROBERT

PA G E 4 0

NIC E TO MEE T YOU

My Name is

PA G E 5 0

MEET VERONICA

PA G E 6 0

CONTENTS

NIC E TO MEE T YOU

My Name is

M E E T R U BY

PA G E 7 0

MEET PETER

NIC E TO MEE T YOU

My Name is

M E E T K AT R I N A

MEET JERRY

PA G E 9 0

PA G E 8 0

My Name is

MEET JOHN

P A G E 10 0

NIC E TO MEE T YOU

My Name is

P A G E 110

MEET JOSH

PA G E 12 0

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

The goal here is to choose one brand from any category you choose in a retail environment and create a packaging line in the area of home appliance. Each will follow a consistent design aesthetic based on your concept of which this brand will capture the look and feel.

> persona

MEET MAT T HE W

PERSONA

SOLUTION

Ferrari is a legendary luxury brand with a rich history that dates back to 1941. The design was developed around Ferrari brand attributes that reaches a demographic which has a high income and equal lifestyle which is reflected in this packaging which feels just like this incredible Ferrari.

PROJECT FERRARI APPLIANCE LINE

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

NIC E TO MEE T YOU My Name is

> persona

Matthew Langille is a 51 Year Old Entrepreneur who owns several different business ventures in California. He first got his start along side with his dad. He often spends his vacations in Acapulco, Mexico. Jeff loves the smell of his smooth Italian leather seat he had custom made for his Ferrari SP12 EC. This car is the love of his life.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T J . LO H R W I N E R E B R A N D I N G

PROJECT FERRARI APPLIANCE LINE

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

09 08

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT FERRARI APPLIANCE LINE

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT FERRARI APPLIANCE LINE

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT FERRARI APPLIANCE LINE

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Choose an existing wine brand and revitalize this identity through an evolutionary typographic with accompanying packaging design. in order to create a distinction on the shelf in a fast and competitive wine retail market where there is a loyal consumer base who is on the hunt for something rich and savory in flavor and taste with a visually memorable identity from others.

> persona

MEET GEANI NE

PERSONA

SOLUTION

J. Lohr was raised on a South Dakota farm where his agricultural roots armed him with an innate sense for the intricacies of climate, soil quality and location. His scientific background was inspirational for both the premium Cabernet Sauvignon and lower grade Chardonnay.

P R O J E C T J . LO H R W I N E R E B R A N D I N G

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

NIC E TO MEE T YOU My Name is My Name is

> persona

Geanine McMillan is 27 Years Old and lives in Santa Clara, California. She loves to create a collection of duplicate mystery novels because she loves to share them with friends. Everyone takes her opinion of a book very seriously. She works a full time job as a barista and after work enjoys to relax with a glass of J. Lohr wine.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T J . LO H R W I N E R E B R A N D I N G

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T J . LO H R W I N E R E B R A N D I N G

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T J . LO H R W I N E R E B R A N D I N G

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T J . LO H R W I N E R E B R A N D I N G

C O U R S E PA C K A G I N G 3

I N S T R U C T O R T H O M A S M C N U LT Y

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T G R O U P PA C K A G I N G

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

Y O U R F R I E N D LY V A L U E NEIGHBORHOOD STORE

HOUSE OF BRANDS

P R I VAT E L A B E L S

SUB BRAND OF TRADER JOES

DOG FOOD

Fun Biodegradable Convenient

PRODUCTIVITY

Friendly Innovative Dependable

ESSENTIALS

Value Reuseable Systematic

P R O J E C T G R O U P PA C K A G I N G

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

SKIN CARE LINE

Modern Calming Unique

BAKING PRODUCT LINE

Simple Homestyle Nostalgic

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Trader Joes is a friendly neighborhood store where you find a variety of items from all over the world. Trader Joes is looking to create a new branding for their chain of stores and is also asking to develop a sub brand that will work in everyday essentials, productivity and dog food that will be placed in an organized and systematic manner on the shelves for all happy shoppers.

> persona

MEET JESSI C A

PERSONA

SOLUTION

Aisle One Essentials is a sub brand and is one of the three categories. The package design was created with second use containers and a simple identity system that works on the shelves, your own pantry at home and is easy to carry and reuse. This system saves space and the environment.

PROJECT TRADER JOES ESSENTIALS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

NIC E TO MEE T YOU My Name is

> persona

Jessica Gill is 23 Years Old and lives in Los Gatos, California. She is starting as a freshman at San Jose State University. As the youngest of six children in the family, Jessica had always been spoiled and this was the first time she will have to stock up on all her essential groceries in her apartment pantry where she can find them.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES ESSENTIALS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES ESSENTIALS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES ESSENTIALS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES ESSENTIALS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Trader Joes is your friendly neighborhood store where you find a variety of items from all over the world. Trader Joes is looking to create a new branding for their chain of stores and is also asking to develop a sub brand that will work in everyday essentials, productivity and dog food that will be placed in an organized and systematic manner on the shelves for all happy shoppers.

> persona

MEET ROB E RT

PERSONA

SOLUTION

Aisle One Dogs is a sub brand and is one of the three categories. The package design was created with a recycled chip board material that has a color coded plastic handle per bag that has a magnetic enclosure for freshness making it easy and convenient for you to carry.

PROJECT TRADER JOES DOGS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

NIC E TO MEE T YOU My Name is

> persona

Robert Grain is 28 Years Old and lives with his dog named Buzz in the friendly neighborhood of Berkeley, California. He is very busy studying long hours for exams in his last year at the University of California Berkeley majoring in Political Science. Robert enjoys walking his dog to the nearby park and treating him to a good healthy treat.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES DOGS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES DOGS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES DOGS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES DOGS

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

> persona

MEET CH RI ST I NE

PERSONA

SOLUTION

Aisle One Productivity is a sub brand and is one of the three categories. The package design was created with a innovative continuous spray that has a specific color system according to kitchen, bathroom and all purpose. It is a smart and dependable product that is fun to use.

PROJECT TRADER JOES PRODUCTIVITY

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

NIC E TO MEE T YOU My Name is

> persona

Christine Eros is 34 Years Old and is a writer for her local newspaper in Palo Alto, California. She loves the scent of calming lavender candles. She looks forward to coming home to a clean house at the end of a long day and knows that when she uses her favorite cleaning spray that she only has to use it once and knows that it will get all clean.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES PRODUCTIVITY

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES PRODUCTIVITY

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES PRODUCTIVITY

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES PRODUCTIVITY

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Trader Joes is your friendly neighborhood store where you find a variety of items from all over the world. Trader Joes is looking to create and develop two unique and exclusive private labels which will be ready to launch for retail sale at all local Trader Joes stores.

> persona

MEET VERONI C A

PERSONA

SOLUTION

350 Degrees is a private label. it establishes a nostalgic homestyle package design that has a modern update of the concept filled with a joy of baking theme from the good old days. The packaging ranges from sets of metal canisters to mini fabric pouches filled with almonds.

PROJECT TRADER JOES

350 BAKING

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

NIC E TO MEE T YOU My Name is

> persona

Veronica Sanchez is 37 Years Old and is a single mother of three children who live in Morgan Hill, California She is always busy whether it is to a weekend soccer game or running to the grocery store. When it comes to baking she loves her grandmaâ&#x20AC;&#x2122;s recipe book filled with her favorite treats and turns on the oven to 350 degrees.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES

350 BAKING

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES

350 BAKING

C O U R S E PA C K A G I N G 4

TRADER JOES

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES

350 BAKING

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT TRADER JOES

350 BAKING

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Trader Joes is your friendly neighborhood store where you can find a variety of items from all over the world. Trader Joes is looking to create and develop two unique and exclusive private labels which will be ready to launch for retail sale at all local Trader Joeâ&#x20AC;&#x2122;s stores.

> persona

MEET RUBY

PERSONA

SOLUTION

Oasis is a skin care private label. It has a calming and tranquil design that creates a soft mood. The concept came from the perception of an oasis, at the end of a haze comes into focus a sharp clarity. Experience a complete indulgence of aqua and nature into this oasis.

P R O J E C T T R A D E R JO E S OAS I S

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

NIC E TO MEE T YOU My Name is

> persona

Ruby Geary is 41 Years Old and San Jose, California. She has been the local high school girls basketball coach for the last nine years. She often receives compliments about her magnificent glow to her skin which makes her feel happy and confident. Ruby loves to use the oasis skin care line because it always makes her radiant for a great day.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T T R A D E R JO E S OAS I S

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

TRADER JOES

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T T R A D E R JO E S OAS I S

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T T R A D E R JO E S OAS I S

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T T R A D E R JO E S OAS I S

C O U R S E PA C K A G I N G 4

INSTRUCTOR MICHAEL OSBORNE

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Design a paper company promotional book that delivers a message surrounding a strong concept which will carry a consistent voice and visual graphics. Research and typographic explorations will be crucial elements that will be part of the composition throughout the book with an eye for detail.

> persona

MEET PAUL

PERSONA

SOLUTION

2095 Doomsday The World without Trees is an environmental awareness typography book that is a promotional paper piece. It addresses the idea of a what if circumstance if we ignore all requests to recycle paper that leads to a future glimpse to the year 2095, there are no more trees.

PROJECT

2095 TYPOGRAPHY BOOK

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

NIC E TO MEE T YOU My Name is

> persona

Peter Paul is 32 Years Old and is a Software Engineer in Mountain View, California. He lives downtown and often works long business hours. He takes fifteen minute breaks throughout the day to sip on his coffee and look outside the seventh story window to admire the lush green trees outside and wonders if they will be there in the future.

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT

2095 TYPOGRAPHY BOOK

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT

2095 TYPOGRAPHY BOOK

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT

2095 TYPOGRAPHY BOOK

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT

2095 TYPOGRAPHY BOOK

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Choose an existing brand in any industry you would like and design a new brohcure for the company of your choice. Think of different ways to deliver an original and conceptually driven idea that relates to the core key attributes of the company and unique selling points.

> persona

MEET KATR I NA

PERSONA

SOLUTION

In and Out Burger opened its doors in 1948 and burger lovers were excited. What is unique about this place versus other competitors is the modern simplicity. Taking those key words I was able to create a classic look with a fashion showcase of In and Out Burger Models.

PROJECT IN AND OUT BURGER CONCEPTUAL BROCHURE

COURSE PRINT

INSTRUCTOR ESZTER CLARK

NIC E TO MEE T YOU My Name is

> persona

Katrina Garcia is 29 Years Old and lives in San Jose, California. She works as a retail buyer for many department stores. She is in love with fashion and enjoys eating out with friends on the weekends. She eats at In and Out Burger and takes her younger sister along for a delicious treat which has a legendary flavor in a retro modern atmosphere.

PERSONA

WOORRKKSS OOFF MMAARRCCEELLLLAA SSI ILV LVAA SSEELLEECCTTEEDD W

PPRROOJJEECCTT I INN AANNDD OOUUTT BBUURRGGEERR CCOONNCCEEPPTTUUAALL BBRROOCCHHUURREE

CCOOUURRSSEE PPRRI INNTT

I INNSSTTRRUUCCTTOORR EESSZZTTEERR CCLLAARRKK

9922

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT IN AND OUT BURGER CONCEPTUAL BROCHURE

COURSE PRINT

INSTRUCTOR ESZTER CLARK

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT IN AND OUT BURGER CONCEPTUAL BROCHURE

COURSE PRINT

INSTRUCTOR ESZTER CLARK

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT IN AND OUT BURGER CONCEPTUAL BROCHURE

COURSE PRINT

INSTRUCTOR ESZTER CLARK

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Design a type conference with a subject matter and target audience who would attend this three day event involving the typographic subject of your choice. Experimental typography is to be introduced in the deliverables which include a book to be distributed at this type conference.

> persona

MEET JOHN

PERSONA

SOLUTION

Efficient ways to organize screen typography on the internet is a subject matter that was chosen for this type conference. As a means for designers and web coding professionals to get together and provide useful solutions on the technical and visual aspect when online.

P R O J E C T R E - F I LT E R S O L U T I O N S T Y P O G R A P H Y B O O K

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

NIC E TO MEE T YOU My Name is

> persona

John Wu is 25 Years Old and lives in Sunnyvale, California. He works from home and spends time with his wife Amy and their two small children. Everyday John uses the internet to complete orders for clients and often finds that time is wasted on the web with disorganized multiple ads interupting his user experience.

10 0

101

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T R E - F I LT E R S O L U T I O N S T Y P O G R A P H Y B O O K

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

10 2

10 3

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T R E - F I LT E R S O L U T I O N S T Y P O G R A P H Y B O O K

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

10 4

10 5

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T R E - F I LT E R S O L U T I O N S T Y P O G R A P H Y B O O K

COURSE TYPOGRAPHY

INSTRUCTOR ARIEL GREY

10 6

10 7

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

10 8

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Select an existing sports organization and create an updated identity through a style guide that reflects the main characteristics and elements relating to the style of this team. Typographic settings, graphics and image specifications will be outlined for applications and deliverables.

> persona

MEET JERRY

10 9

SOLUTION

Real Madrid Club de Futbol was established in 1902 and their amazing Santiago Bernabeu Stadium can hold an estimated 80,354 seats for those soccer fans. This style guide reflects the pride and excitement among the team and fans alike through graphic images and typographic components.

PROJECT REAL MADRID STYLE GUIDE

COURSE IDENTITY

I N S T R U C T O R T H O M A S M C N U LT Y

NIC E TO MEE T YOU My Name is

> persona

Jerry Suo is 24 Years Old and is a native of China. He moved to San Francisco, California at the age of ten. He loves to play soccer and his favorite team is Real Madrid Club de Futbol. It is always fun for Jerry to get together with his friends on saturday afternoons for a friendly soccer match filled with a competitive spirit.

110

111

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT REAL MADRID STYLE GUIDE

COURSE IDENTITY

I N S T R U C T O R T H O M A S M C N U LT Y

11 2

11 3

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT REAL MADRID STYLE GUIDE

COURSE IDENTITY

I N S T R U C T O R T H O M A S M C N U LT Y

11 4

11 5

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT REAL MADRID STYLE GUIDE

COURSE IDENTITY

I N S T R U C T O R T H O M A S M C N U LT Y

11 6

11 7

PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

PROJECT REAL MADRID STYLE GUIDE

COURSE IDENTITY

I N S T R U C T O R T H O M A S M C N U LT Y

11 8

119

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

OBJECTIVE

Take an existing paint brand and revitalize this identity through packaging design in order to create a distinction on the shelf in a competitive retail market. There is a loyal consumer base looking for something refreshing that will stand out from the rest and which will increase sales.

> persona

MEET JOS H

PERSONA

SOLUTION

Behr Paints was founded in 1948 after the Second World War, the founder Otho Behr, Jr. began selling linseed oil to paint stores from the back of his woody station wagon. It was this dedication and recognition that I wanted to highlight with a modern and friendly approach for consumers.

P R O J E C T B E H R PA I N T S PA C K A G I N G

C O U R S E PA C K A G I N G

I N S T R U C T O R T H O M A S M C N U LT Y

NIC E TO MEE T YOU My Name is

> persona

Josh Bruce is 28 Years Old and lives in San Mateo, California. He works as a full time commercial painter during the week. He loves to explore his local hardware store to check out the new colors from Behr Paints. Josh enjoys exploring his creative side through paint ever since he was a child. Josh loves his paints and his artwork.

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PERSONA

S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T B E H R PA I N T S PA C K A G I N G

C O U R S E PA C K A G I N G

I N S T R U C T O R T H O M A S M C N U LT Y

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P R O J E C T B E H R PA I N T S PA C K A G I N G

C O U R S E PA C K A G I N G

I N S T R U C T O R T H O M A S M C N U LT Y

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S E L E C T E D W O R K S O F M A R C E L L A S I LV A

P R O J E C T B E H R PA I N T S PA C K A G I N G

C O U R S E PA C K A G I N G

I N S T R U C T O R T H O M A S M C N U LT Y

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P R O J E C T B E H R PA I N T S PA C K A G I N G

C O U R S E PA C K A G I N G

I N S T R U C T O R T H O M A S M C N U LT Y

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S E L E C T E D W O R K S O F M A R C E L L A S I LV A

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TH ANK YOU

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THANK YOU

A special thank you to my family who have always supported me on this amazing journey in my career in Graphic Design as well as the incredible instructors at the Academy of Art University. I will always be grateful for having the opportunity to be a designer and learn from the best.

THANK YOU

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S E L E C T E D W O R K S O F M A R C E L L A S I LV A

SCHOOL

Academy of Art University, School of Graphic Design COURSE

Senior Portfolio INSTRUCTOR

Mary Scott STUDENT

Marcella Silva TELEPHONE

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COLOPH ON

408 722 5205 ADDRESS

5805 Santa Teresa Blvd San Jose Ca 95123 WEB

MarcellaSilva.com BOOK BINDERY

The Key Printing and Binding PHOTOGRAPHY

Marcella Silva, Maria Evangelina, Stephanie Hutomo, Ashleigh Brewer and Google Images TITLE OF BOOK

Persona COVER STOCK

Arrestox White TEXT STOCK

100# Finch Fine ID E N D PA G E S

Canson Mi Tientes, Black PRINTER

Giant Horse FONT

Univers LT STD Roman SOFTWARE

Adobe Creative Suite 6

2 01 4 A L L R I G H T S R E S E R V E D .

No part of this publication can be reproduced without sole permission from Marcella Silva, Maria Evangelina, Stephanie Hutomo and Ashleigh Brewer.

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E R R AT U M F O R P E R S O N A

Project Trader Joes Instructor Michael Osborne Course Packaging 4 Team Members Maria Evangelina, Ashleigh Brewer Stephanie Hutomo, Marcella Silva All Team Members together created and designed the following works

Trader Joes Logos

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Trader Joes Matrix

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Trader Joes Essentials

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Trader Joes Dogs

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Trader Joes Productivity

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51—58

Trader Joes Baking

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Trader Joes Oasis

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71—78

c 2 014 A L L R I G H T S R E S E R V E D