Affect
Selected Works by
Ef fect
Nicki Hoffman
Portfolio Design by Nicki Hoffman GR460 Senior Portfolio Online Instructed by Jeremy Stout Fall 2012 Academy of Art University Printed and Bound by Blurb ProLine Š 2012, All Rights Reserved
Inspire
Dedicate
This portfolio is dedicated to my friends, family, and instructors who have been wonderfully supportive throughout my return to school. I would like to express a very special thank you to my husband John and my Mom...you both inspire me beyond words.
Affect
Ef fect
Function
Aesthetic
The unexpected. How opposing elements interact and construct new meaning. I love the process of designing, especially when juxtaposition is involved. I have always been driven to understand both science (physical/functional) and art (emotional/aesthetic). Through contrast comes definition and an overlap where there is room to explore, to play, to communicate. I want to know how each side contributes to a wholeness, a deeper meaning. This group of projects represents how I have compared and contrasted ideas.
Content Chapter 1:
Page 12
Chapter 2:
Page 26
Potential Fulf il lment
Prepackaged Gourmet
Chapter 5:
Chapter 6:
Page 54
Geometric Organic
Ear th
Chapter 9:
Chapter 10:
Page 90
Singular Plural
Page 64
Water
Page 98
Masculine Feminine
Design Chapter 3:
Page 34
Chapter 4:
Page 46
Simple Opulent
Static Accelerated
Chapter 7:
Chapter 8:
Page 72
Literal Figurative
Dr y
Chapter 11:
Chapter 12:
Synthetic
Page 106
Natural
Ominous
Page 80
Lush
Page 114
Serene
Potential
Fulfillment
13
Chapter 1:
Shiseido CSR Category
Instructor
Deliverables
Marc English
CSR, Posters, Ads, Process Book
Class
Typeface
Color Palette
Print & Digital Media 2
Museo
Project Objective
Target Audience
Project Outcomes
My goal was to produce a corporate
The audience is women ages 20
My design solution focused on
social responsibility report, poster
to 70, college-educated, middle- to
Shiseido’s innovative commitment
series, and ad series for Shiseido
upper-income levels, and cultured.
to total well-being for women and
that demonstrated an understand-
These women use Shiseido’s products
for the planet. Shiseido individually
ing of the concept and aim of
to address their beauty concerns
customizes beauty solutions and
corporate communication.
and enhance their unique qualities.
encourages self-expression. Their eco policies harmonize business practices with surroundings. The CSR design communicates these values through dramatic beauty, both on the models and in nature.
14
Nicki Hoffman: Affect Effect
Chapter 1: Potential Fulfillment
15
16
Nicki Hoffman: Affect Effect
Chapter 1: Potential Fulfillment
17
20
Nicki Hoffman: Affect Effect
Chapter 1: Potential Fulfillment
21
22
Nicki Hoffman: Affect Effect
Prepackaged
Gourmet
27
Chapter 2:
Happy Dragon Restaurant Identity Category
Instructor
Deliverables
Identity
Gordon Mortensen
Logo, Menu Cover, Collateral
Class
Typeface
Color Palette
Identity 3
Pussycat
Project Objective
Target Audience
Project Outcomes
My goal was to conceptualize an
The restaurant is located near a
Contrasting the typically menac-
original restaurant and its branding
university in an eclectic, artistic
ing idea of a dragon with a bright,
identity in camp style, which cele-
neighborhood. Customers are locals
friendly graphic gives the restaurant
brates exaggeration. Happy Dragon
and tourists, both male and female,
identity a sense of whimsy. The
serves the best homemade noodles
ages 18 to 50, college-educated
creature’s jagged teeth curl into a
in the city and attracts both locals
(including current students), and
huge smile...this is a fun dining
and tourists. Their menu includes
middle- to upper-income. They
experience that encourages creativ-
innovative f lavor combinations and
are often creative, liberal, adven-
ity and community.
unique cocktails. The lively decor
turous, and globally-minded.
and shared tables promote conversation and meeting new people. The restaurant also promotes creativity via a gallery area (complete with campy theme each month) and paper tablecloths with drawing tools.
Nicki Hoffman: Affect Effect
28
H A P P Y
D R A G O N
Chapter 2: Prepackaged Gourmet
29
HAPPY DRAGON
Simple
Opulent
35
Chapter 3:
Shangri-La Hotel Identity Category
Instructor
Deliverables
Identity
Gordon Mortensen
Logo, Stationery, Collateral, Manual
Class
Typefaces
Color Palette
Identity 3
Bodoni MT; Helvetica Neue
Project Objective
Target Audience
Project Outcomes
The project goal was to redesign
The hotel’s customers are success-
For this hotel, I focused on the
the branding identity for an exist-
ful, college-educated, well-traveled
hotel’s qualities of luxury and
ing Fortune 500 company. In this
upper middle class adults, age 30
personal attention. Shangri-La’s
instance, I chose Shangri-La Hotel,
through 60, of varied ethnic back-
thoughtfulness and five star
a luxury hotel with global presence
grounds. They have refined tastes
settings are symbolized in the
and a reputation for exceptional
and are knowledgeable in the arts
peacock, which represents wealth,
customer service.
and international culture. Some
beauty, longevity, and integrity.
are traveling businesspeople attend-
The colors draw from the jewel
ing conferences, while others are
tones of the peacock and lush
vacationing and want to experience
natural surroundings where many
the local area.
of the hotels are located.
36
Nicki Hoffman: Affect Effect
Chapter 3: Simple Opulent
37
Shangri-La HOTE L
38
Nicki Hoffman: Affect Effect
Chapter 3: Simple Opulent
39
40
41
42
Nicki Hoffman: Affect Effect
Chapter 3: Simple Opulent
43
Static
Accelerated
47
Chapter 4:
Eating Modified Book Category
Instructor
Deliverables
Carolina de Bartolo
Book
Class
Typefaces
Color Palette
Typography 4
Benton Sans, Sentinel
Project Objective
Target Audience
Project Outcomes
My intent was to conceptualize
The readers are men and women,
My content and design discussed
sourced content and produce a
college to retirement age, middle- to
genetic modification in foods, repre-
cohesive typographic book design
upper-income level, all ethnicities,
sented through shift. I conveyed
encompassing the cover, title
culturally aware. They are interested
the concept through variation in the
page, table of contents, chapter
in a scientifically objective presenta-
upper columns’ starting point, in
openers, information design,
tion about genetically modified
natural imagery close-ups, and bold
and index. I was responsible for
foods and food safety.
columnar connecting lines. The
creating all original photography
mood suggests something is differ-
and information design.
ent; something has changed.
48
Nicki Hoffman: Affect Effect
Chapter 4: Static Accelerated
49
50
Nicki Hoffman: Affect Effect
Chapter 4: Static Accelerated
51
Geometric
Organic
55
Chapter 5:
Pencil Packaging Category
Instructor
Deliverables
Packaging
Brian Jacobson
Template, Package, Process Book
Class
Typeface
Color Palette
Packaging 1
Myriad
Project Objective
Target Audience
Project Outcomes
My new design needed to expand
The audience is primarily young
The pencil’s cross-sectional shape
upon the original design’s tem-
adults (male and female) of all
was my inspiration for incorporating
plate. I wanted to see the update
ethnicities and income levels; other
geometric and organic elements
take on a more exciting, modern
groups include schools, teachers
into the box’s label and pattern. The
feel. The original yellow and green
and students; artists; businesses.
ribbon-like label shape alludes to
color scheme helped emphasize
the company’s quality and its long
Ticonderoga’s environmental focus,
history, while the pencil-drawn
but the design did not fully embody
vine pattern reinforces their eco
the company’s leadership and sense
focus and serves as a literal means
of creativity.
of expression .
56
Nicki Hoffman: Affect Effect
Chapter 5: Geometric Organic
57
The World’s Best Pencil Certified Non-Toxic Black Graphite Point for Smooth, Easy Writing
The World’s Best Pencil
Premium Wood Latex Free Eraser
Premium Wood Latex Free Eraser Heathrow, Florida 32746, USA Newmarket Ontario L3Y 7B6 , Canada Woodston, Peterborough PE2 THU, UK Tultitlán, Estado de México, CP 54940, México www.DixonUSA.com 800.824.9430 ©2009 Dixon Ticonderoga Company
12 0
72067 1 3 8 1 2
5
#2 HB
58
Nicki Hoffman: Affect Effect
Chapter 5: Geometric Organic
59
60
Nicki Hoffman: Affect Effect
Chapter 5: Geometric Organic
61
Earth
Water
65
Chapter 6:
Incense Packaging Category
Instructor
Deliverables
Packaging
Brian Jacobson
Incense Package and Four Labels
Class
Typefaces
Color Palette
Packaging 1
Benton Sans, Sentinel
Project Objective
Target Audience
Project Outcomes
For this project, I created a cost
My target customers are the health
Baieido’s origins and history inspired
effective packaging design for an
and holistic community in the
my packaging design. Recalling
incense line that uses the same
United States. They are men and
the upward and outward movement
base package with interchangeable
women of college age to about age
of incense, I covered the package
labels to identify four different
50, who use incense for ceremonial
shape in a beautiful Japanese paper
scents with elemental names.
purposes, aromatherapy, or simply
that suggests several elements in
to enhance their surroundings.
the company’s line. The interchangeable labels harmonize with the overall package shape, while their simple graphics compliment the symbolic imagery of the paper.
66
Nicki Hoffman: Affect Effect
Chapter 6: Earth Water
67
68
Chapter 6: Earth Water
69
Literal
Figurative
73
Chapter 7:
Abbott Labs Identity Category
Instructor
Deliverables
Identity
Gordon Mortensen
Stationery, Collateral, Style Guide
Class
Typefaces
Color Palette
Identity 2
Museo, Garamond
Project Objective
Target Audience
Project Outcomes
My aim was to redesign a Fortune
Because Abbott’s product lines are
In researching Abbott, I found
500 company’s identity. I chose
diverse and its presence global,
a disconnect between their exist-
Abbott Laboratories since I had
their target customers are of all
ing logo and their mission. Many
not designed for a manufacturing
ages (infancy to 70’s and beyond,
medical or largely diversified compa-
company yet.
though there is likely a larger
nies often stress technology in a way
percentage of senior adults), male
that can feel a little distant; I think
and female, middle- to upper-class
a sense of remoteness was reflected
income, college-educated, and
in the company’s existing logo. In
various ethnic backgrounds.
reality, Abbott also emphasizes personal stories, innovation, and leadership. My logo design incorporated movement, warmth, and innovation in its abstracted cell shape, organic lines, and red tones.
74
Nicki Hoffman: Affect Effect
Chapter 7: Literal Figurative
75
Abbott
76
Chapter 7: Literal Figurative
77
Dry
Lush
81
Chapter 8:
Day of the Dead Event Identity Category
Instructor
Deliverables
Gordon Mortensen
Logo, Invite, Poster, Process Book
Class
Typeface
Color Palette
Identity 2
Hand-drawn Lettering
Project Objective
Target Audience
Project Outcomes
My goal was to design an identity
The people who participate in this
The Day of the Dead is about
for an event. I selected the Day of
Phoenix-based Desert Botanical
celebrating life and the spiritual
the Dead because I was interested
Gardens Day of the Dead event
connection between the living
in learning more about its interplay
are members or visitors interested
and the dead. It is positive energy
of life and death and what types of
in Mexican cultural traditions.
with deep, traditional Mexican
activities it encompassed.
Families, including grandparents
roots. For my logo design, I empha-
and children, also enjoy coming
sized life and death’s harmonious
to the event together. Attendees
relationship through the decorated
are generally college-educated,
skull and vivid colors. The skull
of all age groups, and are middle-
and logotype retain a hand-drawn
to upper-class.
feel that communicates the personal, communal nature of the event.
82
Nicki Hoffman: Affect Effect
Chapter 8: Dry Lush
83
84
Nicki Hoffman: Affect Effect
Chapter 8: Dry Lush
85
86
Nicki Hoffman: Affect Effect
Chapter 8: Dry Lush
87
Singular
Plural
91
Chapter 9:
Pomona College Identity Category
Instructor
Deliverables
Identity
Gordon Mortensen
Logo, Poster Series, Spirit Book
Class
Typeface
Color Palette
Identity 2
Myriad
Project Objective
Target Audience
Project Outcomes
My project’s goal was to redesign an
The audience includes current
Pomona is not a conventional col-
existing college identity. Pomona
students and parents, prospective
lege. Its flexible curriculum includes
College had some unique traits that
students and parents, alumni,
five focus areas along with a major
presented me with opportunity to
and college employees. Current
area of study. Critical independent
strengthen their branding.
student enrollment is about 1500
thinking is emphasized for each
students split nearly evenly between
student; class sizes are small for
men and women. The website states
individual attention. My logo
that 91% of enrolled freshmen were
solution plays off of the existing
within the top 10% of their high
logo in its use of the arch (which
school graduating classes. Students
is prevalent around campus) and
come from nearly all US states and
the sun, but does so in a way that
22 countries. African-American,
conveys movement, a modern feel,
Asian, and Latino students are about
and more energy.
43% of the demographic, while foreign students are around 7% of overall enrollment.
92
Nicki Hoffman: Affect Effect
Chapter 9: Singular Plural
93
Nicki Hoffman: Affect Effect
94
CRITICAL INQUIRY:
CRITICAL INQUIRY:
What is
Who are they?
Pomona College
We have the answers... and more.
We have the answers... and more.
Get educated at www.pomona.edu
Get educated at www.pomona.edu
Pomona College
Masculine
Feminine
99
Chapter 10:
The Viking Bar and Lounge Identity Category
Instructor
Deliverables
Identity
Gordon Mortensen
Logo, Menu Cover, Coasters, Guide
Class
Typeface
Color Palette
Identity 2
Bullpen
Project Objective
Target Audience
Project Outcomes
For this assignment, I created a
Customers are mid-20’s and up with
I contrasted the tough Viking
camp-style identity for a brand new
most in the 30 to 50 range. They
persona with an exaggerated facial
and unique restaurant. The Viking
are of all ethnicities (as is Walnut
expression, framed by an over-
Bar and Lounge was defined as a
Creek, The Viking’s location), male
the-top swirling red beard. Blocky
favorite friendly neighborhood low
and female, and mostly college-
typography adds to the campy
brow hangout, owned by a popular
educated. In addition, they are hard
masculine toughness, while Viking
local businessman who derived the
workers who enjoy socializing over
elements like a ship and helmet
bar’s name from his Scandinavian
a cold beer.
function as fun branding extensions.
heritage and adventurous spirit. The updated decor maintains some of its original rough-and-tumble charm in the wood floors, bar, and refurbished wood booths.
100
Nicki Hoffman: Affect Effect
Chapter 10: Masculine Feminine
101
THE VIKING Bar and Lounge
Chapter 10: Masculine Feminine
103
Synthetic
Natural
107
Chapter 11:
Website Design: Walnut Creek Tourism Category
Instructor
Deliverables
Web
Bob Slote
Home/Secondary Pages; App
Class
Typefaces
Color Palette
Graphic Design 3
Myriad
Project Objective
Target Audience
Project Outcomes
On the hometown tourism site, I
The Walnut Creek site’s audience
My Walnut Creek website cre-
chose to focus on Walnut Creek’s
is active, adventurous men/women
ates strong outdoor activity focus
many outdoor activities .
and their families, all ages, all
through the feeling of actually
ethnicities, middle- to upper-level
being on the trail. It highlights
income. They visit the site to plan a
the beautiful hills and presents
day trip or a getaway; they want to
straightforward options for effi-
find information on outdoor activi-
ciently finding specific information.
ties, places to eat and stay, and the
Interactive activity maps on the
area quickly.
secondary page and app extend the experiential interaction.
108
Nicki Hoffman: Affect Effect
Chapter 11: Synthetic Natural
109
110
Nicki Hoffman: Affect Effect
Chapter 11: Synthetic Natural
111
Ominous
Serene
115
Chapter 12:
Mount Saint Helens Book Category
Instructor
Deliverables
Carolina de Bartolo
Book
Class
Typefaces
Color Palette
Typography 3
OCR A, Trade Gothic
Project Objective
Target Audience
Project Outcomes
My book’s goal was to typographi-
My audience is men and women,
I used a bold newswire feel and
cally present sourced content in
college to retirement age, middle-
contrasting color palette to commu-
a conceptually cohesive manner. The
to upper-income level, of all ethnic
nicate the tension surrounding the
design system encompassed cover,
groups, and are culturally aware.
volcano’s eruption. A natural page
title page, TOC, chapter openers,
This book’s readers are interested in
tone evokes the outdoors, while the
information design, and index. I
scientifically objective content and
bold reversed bars and interstitial
was responsible for all photography
photos on the 1980 Mount Saint
pages of large type speak to tension
and information design.
Helens eruption.
and release.
118
Nicki Hoffman: Affect Effect
Chapter 12: Ominous Serene
119
Encourage
Recognize
I would also like to take this opportunity to thank the instructors, suppliers, classmates, and collaborators who have been helpful and insightful throughout my numerous school projects. A special thank you goes to Julia Brown, Lian Ng, Carolina de Bartolo, Gordon Mortensen, Sandra Isla, and Anitra Nottingham for your thoughtful guidance and constructive critiques.