You Don't Know Me

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW ME»

� NOELLE MATEO

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YO U D O N ’ T K N OW JAC K S

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01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW ME»

Copyright 2017 All rights reserved. No part of this book may be reproduced, used or transmitted in any form by any means electronic or mechanical without prior permi– ssion from Noelle Mateo.

Noelle Mateo +1 925.353.7290 noellemateo@gmail.com noellemateo.com

Academy of Art University 79 new Montgomery Street San Francisco, CA 94105 School of Graphic Design

Course Director Mary Scott

TABLE OF CONTENTS» 01» P A G E » 04

04» P A G E » 50

07» P A G E » 104

10» P A G E » 158

02 »

YOU DON'T KNOW JACKS Information Design

P A G E » 14

YOU DON'T KNOW SIGHT Capabilities Brochure

P A G E » 66

05 »

08 »

YOU DON'T KNOW TEA Package Design

P A G E » 118

YOU DON'T KNOW TEMPE Graphic Standards Manual

P A G E » 178

11 »

03»

YOU DON'T KNOW HENNY Package Design

P A G E » 28

YOU DON'T KNOW SIZE Ideation

P A G E » 82

YOU DON'T KNOW GUTS .Exploring Typography

06»

09» P A G E » 136

YOU DON'T KNOW WINE .Package Design

YOU DON'T KNOW DINOS Event Promotion

YOU DON'T KNOW SPACE .Package Design

YOU DON'T KNOW LOGOS Logo Collection

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW JACKS»

PAG E » 8

» N O E L L E M AT E O

35 30 25 20 15 10 5

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YO U D O N ’ T K N OW JAC K S

� MEASURING ┐ PLAY

Key Adjectives 01» S k i l l e d 02» P l a y 03» W i s d o m

Ta r g e t A u d i e n c e 01» 2 0 - 3 0 y e a r s 02» C o l l e g e S t u d e n t s 03» Yo u n g A d u l t s

Color Palette 01» C 0 M 0 Y 0 K 1 3 02» C 0 M 0 Y 0 K 1 0 0 03» C 0 M 8 3 Y 9 2 K 1 2

PAG E » 9

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW JACKS»

Course Information Design

Instructor Hannah Coward Title Jack of all Jacks

Project Duration in Weeks

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverable 1 Poster

Software

PAG E » 1 0

»

YO U D O N ’ T K N OW JAC K S

� MEASURING ┐ PLAY

01»

Objective Measure and record an experience.

Analyze the data and create an accurate, and aesthetically represented model.

02»

Background

Key Adjectives 01» S k i l l e d

During each turn, I timed how long each play ran measured in seconds—from the ball in action until a foul had been committed, or all jacks picked up.

Game actions were recorded by photographing a custom play mat, which easily identified the radial spread of the jacks that were in active play.

02» P l a y 03» W i s d o m

Ta r g e t A u d i e n c e 01» 2 0 - 3 0 y e a r s 02» C o l l e g e S t u d e n t s 03» Yo u n g A d u l t s

Ty p e f a c e

Color Palette

01» G o t h a m

01» C 0 M 0 Y 0 K 1 3 02» C 0 M 0 Y 0 K 1 0 0 03» C 0 M 8 3 Y 9 2 K 1 2

P A G E » 11

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

P A G E » 12

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YO U D O N ’ T K N OW JAC K S

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YO U D O N ’ T K N OW M E

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P A G E » 14

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YO U D O N ’ T K N OW JAC K S

P A G E » 15

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

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» N O E L L E M AT E O

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW HENNY»

PAG E » 1 8

» N O E L L E M AT E O

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YO U D O N ’ T K N OW H E N N Y

� EVO/REVO

┐

Key Adjectives 01» E x c l u s i v e 02» Tr a d i t i o n 03» C e l e b r a t i o n

Ta r g e t A u d i e n c e 01» 2 0 - 7 0 y e a r s 02» O l d Tr a d i t i o n a l 03» Yo u n g A d u l t s 04» H i p H o p / R a p C u l t u r e

Color Palette 01» C 0 M 1 Y 2 5 K 0 02» C 0 M 9 9 Y 7 3 K 6 0 03» C 0 M 0 Y 0 K 1 0 0

P A G E » 19

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW HENNY»

Course Package Design 4

Instructor Thomas McNulty Title Hennessy

Project Duration in Weeks

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 2 Bottles

Software

PAG E » 2 0

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YO U D O N ’ T K N OW H E N N Y

� EVO/REVO

01»

┐

Objective Design a label evoking signature aspects of the current brand.

Design a revolutionary image for the brand.

02»

Background

Key Adjectives 01» E x c l u s i v e

Hennessy cognac was selected for its' rich history in Europe and the United States. An Irish man named— Richard Hennessy—founded the House of Hennessy in 1765, in Cognac France after serving in the French military against the British. The brand's logo is derived from the House of Hennessy coat of arms, with the armored arm wielding an axe symbolizing the family's military accomplishments.

Originally, Hennessy was mostly popular with older men.

However, post-WW2 it became associated with African Americans as well, stemming from the return of veterans who served in France in World War II, and becoming a symbol of having "made it." It's cache made it a common reference in hip hop and rap culture to evoke a sense of exclusivity and the high-life.

02» Tr a d i t i o n 03» C e l e b r a t i o n

Ta r g e t A u d i e n c e 01» 2 0 - 7 0 y e a r s 02» O l d Tr a d i t i o n a l 03» Yo u n g A d u l t s 04» H i p H o p / R a p C u l t u r e

I explored hot to re-frame the label's traditional grape vine border as a gradual evolution of the current design, and to represent its place as a cultural touch-stone today—created a revolutionary design inspired by hip hop, rap, and local cultures.

Ty p e f a c e

Color Palette

01» K e p l e r

01» C 0 M 1 Y 2 5 K 0

02» H a a s U n i c a

02» C 0 M 9 9 Y 7 3 K 6 0

03» A d r i a n e

03» C 0 M 0 Y 0 K 1 0 0

04» S n e l l R o u n d h a n d 05» A d o b e J e n s o n P r o 06» S w i s s 7 2 1 B T

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» N O E L L E M AT E O

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW WINE»

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» N O E L L E M AT E O

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YO U D O N ’ T K N OW W I N E

┐

� REBRAND

Key Adjectives 01» C h a r i t y 02» C o m m u n i t y 0 3 » Quality

Ta r g e t A u d i e n c e 01» 2 1 + y e a r s 02» W i n e E n t h u s i a s t s 03» M i l l e n n i a l s

Color Palette 01» C 5 8 M 5 4 Y 5 4 K 8 02» C 0 M 9 9 Y 7 3 K 6 0 03» C 0 M 7 5 Y 8 3 K 4 2 04» C 4 8 M 0 Y 1 0 0 K 3 7 05» C 6 2 M 0 Y 1 0 0 K 6 0 06» C 4 0 M 2 8 Y 5 K 0

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW WINE»

Course Package Design 3

Instructor Thomas McNulty Title Humanitas

Project Duration in Weeks ┐

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 3 Bottles

Software

PAG E » 3 4

1 Case

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YO U D O N ’ T K N OW W I N E

┐

� REBRAND

01»

Objective Rebrand a wine label by evaluating existing packaging systems related to the target audience and marketplace.

02»

Background

Key Adjectives 01» C h a r i t y

Humanitas was chosen for their unique approach to quality wines with heart. The company is named after the Latin virture, and their slogan "Drink Charitably" call back to Cicero's own call to care for health, properity, and saftey of all men.

Founder Judd Wallenbrock started making wine from the best grapes in a humble shed he called his "Shed-Teau."

Humanitas grew out of its' shed when it joined The Good Life Wine Collective in 2014. With this growth they support the greater community with a proceed of profits going towards breast cancer research, poverty relief, food banks, and conservation efforts.

02» C o m m u n i t y 0 3 » Quality

Ta r g e t A u d i e n c e 01» 2 1 + y e a r s 02» W i n e E n t h u s i a s t s 03» M i l l e n n i a l s

Ty p e f a c e

Color Palette

01» Av e n i r

01» C 5 8 M 5 4 Y 5 4 K 8

02» B a s i l i a C o m

02» C 0 M 9 9 Y 7 3 K 6 0

03» I TC N e w B a s k e r v i l l e

03» C 0 M 7 5 Y 8 3 K 4 2

04» C e r v o

04» C 4 8 M 0 Y 1 0 0 K 3 7 05» C 6 2 M 0 Y 1 0 0 K 6 0 06» C 4 0 M 2 8 Y 5 K 0

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01 02 03 04 05 06 07 08 09 10 11

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P A G E » 37

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01 02 03 04 05 06 07 08 09 10 11

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01 02 03 04 05 06 07 08 09 10 11

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01 02 03 04 05 06 07 08 09 10 11

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01 02 03 04 05 06 07 08 09 10 11

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YO U D O N ’ T K N OW W I N E

P A G E » 49

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YO U D O N ’ T K N OW W I N E

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01 02 03 04 05 06 07 08 09 10 11

PAG E » 5 2

» N O E L L E M AT E O

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW SIGHT»

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» N O E L L E M AT E O

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YO U D O N ’ T K N OW S I G H T

� CAPABILITY ┐ BROCHURE

Key Adjectives 01» V i v i d 02» N e c e s s a r y 03» C o l o r f u l

Ta r g e t A u d i e n c e 01» O p t o m e t r i s t s 02» E y e We a r Ve n d o r s

Color Palette 01» C 6 2 M 4 6 Y 4 5 K 1 3 02» C 7 0 M 0 Y 1 1 K 0 03» C 0 M 8 3 Y 9 2 K 1 2

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01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW SIGHT»

Course Visual Systems 1

Title EnChroma

Project Duration in Weeks

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 1 Brochure

Software

PAG E » 5 6

Instructor Christoph Opperman

1 Envelope

»

YO U D O N ’ T K N OW S I G H T

� CAPABILITY ┐ BROCHURE

01»

Objective Develop a capabilities brochure.

Demonstrate visual and conceptual fluency.

02»

Background

Key Adjectives 01» V i v i d

EnChroma was chosen for the practical technological development of glasses that help color blind people see colors more vividly. Research found that one-in-twenty men are color blind, and one-in-two hundred women are color blind. Many potential customers would benefit from EnChroma in their daily lives with tasks such as driving with the ability to see stoplights correctly.

Don McPherson, Ph.D in Glass Science at Alfred University, discovered EnChroma lenses that filter and segment light into distinguishable categories of visible color light waves.

02» N e c e s s a r y 03» C o l o r f u l

Ta r g e t A u d i e n c e 01» O p t o m e t r i s t s 02» E y e We a r Ve n d o r s

The concept was to prove that the glasses work, through the overlap and segmenting of color in images and type.

Ty p e f a c e

Color Palette

01» Av e n i r

01» C 6 2 M 4 6 Y 4 5 K 1 3

02» B a s i l i a C o m

02» C 7 0 M 0 Y 1 1 K 0 03» C 0 M 8 3 Y 9 2 K 1 2

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01 02 03 04 05 06 07 08 09 10 11

PAG E » 5 8

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P A G E » 59

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01 02 03 04 05 06 07 08 09 10 11

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P A G E » 61

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01 02 03 04 05 06 07 08 09 10 11

PAG E » 6 2

»

YO U D O N ’ T K N OW JAC K S

P A G E » 63

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

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YO U D O N ’ T K N OW M E

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YO U D O N ’ T K N OW S I G H T

P A G E » 67

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PAG E » 6 8

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P A G E » 69

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW SIZE»

PAG E » 7 0

» N O E L L E M AT E O

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YO U D O N ’ T K N OW S I Z E

� IDEATION

┐

Key Adjectives 01» C o n v e n i e n t 02» F u n 03» F a s h i o n a b l e

Ta r g e t A u d i e n c e 01» 1 8 - 4 0 y e a r s 02» Wo m e n 03» F a s h i o n i s t a s

Color Palette 01» C 5 9 M 0 Y 3 5 K 0 02» C 0 M 0 Y 0 K 1 0 0 03» C 0 M 1 0 Y 1 0 0 K 0

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW SIZE»

Course Graphic Design 2

Instructor David Hake Title Seamless

Project Duration in Weeks

1 2 3 4 5 6 7 8 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 1 Brochure

Software

PAG E » 7 2

1 Mailer

»

YO U D O N ’ T K N OW S I Z E

� IDEATION

01»

┐

Objective Create and brand a novel product or service.

02»

Background

Key Adjectives 01» C o n v e n i e n t

Created the service "Seamless" as an application used by online retailer to help customes check fit digitally to remove some of the concerns when buying online.

The brochure serves to promote and educate the use of the application. The motif of rules and measurements help to express the concept. The measuring tape around the brochure and mailer function as measurements for scale when taking a photo for the application

02» F u n 03» F a s h i o n a b l e

Ta r g e t A u d i e n c e 01» 1 8 - 4 0 y e a r s 02» Wo m e n 03» F a s h i o n i s t a s

Ty p e f a c e

Color Palette

01» Av e n i r LT S t d

01» C 5 9 M 0 Y 3 5 K 0

02» A r c h e r

02» C 0 M 0 Y 0 K 1 0 0 03» C 0 M 1 0 Y 1 0 0 K 0

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01 02 03 04 05 06 07 08 09 10 11

PAG E » 7 4

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P A G E » 75

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01 02 03 04 05 06 07 08 09 10 11

PAG E » 7 6

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P A G E » 77

YO U D O N ’ T K N OW M E

PAG E » 7 8

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YO U D O N ’ T K N OW S I Z E

P A G E » 79

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01 02 03 04 05 06 07 08 09 10 11

PAG E » 8 0

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P A G E » 81

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01 02 03 04 05 06 07 08 09 10 11

PAG E » 8 2

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P A G E » 83

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01 02 03 04 05 06 07 08 09 10 11

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P A G E » 85

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01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW DINOS»

PAG E » 8 6

» N O E L L E M AT E O

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YO U D O N ’ T K N OW D I N O S

┐

� EVENT

Key Adjectives 01» E a r t h y 02» G r o u n d e d 03» M a t u r e

Ta r g e t A u d i e n c e 01» 3 0 - 6 0 y e a r s 02» E d u c a t o r s 03» F o s s i l E n t h u s i a s t s

Color Palette 01» C 4 8 M 1 Y 7 3 K 9 02» C 1 3 M 1 4 Y 2 5 K 7 1 03» C 1 3 M 1 4 Y 2 5 K 0

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01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW DINOS»

Course Graphic Design 2

Instructor David Hake Title Dinosoirée

Project Duration in Weeks

1 2 3 4 5 6 7 8 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 1 Brochure

Software

PAG E » 8 8

1 Mailer

1 Poster

1 Business Card

»

YO U D O N ’ T K N OW D I N O S

┐

� EVENT

01»

Objective Create a promotional campaign for an original event.

02»

Background

Key Adjectives 01» E a r t h y

The promoted event combines the auction of fossils and wine for the benefit of academic knowledge and research.

The creation and development of the venue and audience was inspired by museum events and education.

02» G r o u n d e d 03» M a t u r e

Ta r g e t A u d i e n c e 01» 3 0 - 6 0 y e a r s 02» E d u c a t o r s 03» F o s s i l E n t h u s i a s t s

Ty p e f a c e

Color Palette

01» A r c h e r

01» C 4 8 M 1 Y 7 3 K 9

02» G o t h a m

02» C 1 3 M 1 4 Y 2 5 K 7 1 03» C 1 3 M 1 4 Y 2 5 K 0

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P A G E » 91

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P A G E » 93

DINOSOIRÉE

AGED

70

MYA

CABERNET SAURVIGNON

Reserve | Limited Release Donkey & Goat Wineries

»

YO U D O N ’ T K N OW D I N O S

P A G E » 95

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YO U D O N ’ T K N OW D I N O S

CONTENTS Itinerary, Food, Wine & Fossil Selection

2

Williams Selyem Pinot Grigio 2007 & Hadrosaurus

10

Dinosoirée’s Cabernet Sauvignon & Albertosaurus

4

Grgich Hills Sauvignon Blanc 2012 & Prognathodon Giganteus

12

St. Innocent Zenith Vineyard Pinot Noir 2009 & Californosaurus

6 Laurent-Perrier Millésime Brut Sparkling 2004 & Canadian Ammolite

14

A. Christmann Riesling 2002 & Madagascan Ammonite

8 References

16

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P A G E » 107

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW TEA»

PAG E » 1 0 8

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E A

� GIFT SET

┐

Key Adjectives 01» H e r i t a g e 02» D e l i c a t e 03» P r o u d

Ta r g e t A u d i e n c e 01» 2 0 - 3 0 y e a r s 02» Wo m e n 03» Te a E n t h u s i a s t s

Color Palette 01» C 4 1 M 0 Y 3 0 K 0 02» C 6 M 8 4 Y 5 7 K 0 03» C 0 M 1 0 Y 2 8 K 0

P A G E » 109

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW TEA»

Course Package Design 1

Title Lupicia

Project Duration in Weeks

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 3 Cans

Software

PAG E » 1 1 0

Instructor Kathrin Blatter

1 Box

»

YO U D O N ’ T K N OW T E A

� GIFT SET

01»

┐

Objective Create a gift set demonstrating knowledge of process and material usages that faithfully represent the brand and concept.

02»

Background

Key Adjectives 01» H e r i t a g e

The name LUPICIA originates from a black tea specialty store called “L’epicier”—grocery store in French—that merged with a green tea specialty store called “Lu Pi Cha En,” meaning jade green tea garden in Chinese. LUPICIA's vision is the blending of cultures to spread the many wonderful flavors of tea and culture throughout the world.

The theme for the promotion is "Women in History," and focuses on three key women in history, each from a unique time period and background.

02» D e l i c a t e 03» P r o u d

Ta r g e t A u d i e n c e 01» 2 0 - 3 0 y e a r s 02» Wo m e n 03» Te a E n t h u s i a s t s

Ty p e f a c e

Color Palette

01» A d o b e C a s l o n P r o

01» C 4 1 M 0 Y 3 0 K 0

02» L e c k e r l i O n e

02» C 6 M 8 4 Y 5 7 K 0 03» C 0 M 1 0 Y 2 8 K 0

P A G E » 111

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 1 2

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E A

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 1 4

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YO U D O N ’ T K N OW T E A

P A G E » 115

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 1 6

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P A G E » 117

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 2 0

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YO U D O N ’ T K N OW T E A

P A G E » 121

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW GUTS»

PAG E » 1 2 2

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW G U T S

┐

� EXPLORE

Key Adjectives 01» P l a y f u l 02» O r g a n i c 03» C l e a n

Ta r g e t A u d i e n c e 01» 2 0 + y e a r s 02» P a r e n t s 03» H e a l t h C o n s c i o u s

Color Palette 01» C 3 5 M 8 Y 8 5 K 0 02» C 0 M 2 3 Y 1 0 0 K 0 03» C 0 M 5 0 Y 1 0 0 K 0 04» C 0 M 6 9 Y 1 0 0 K 1 4 05» C 0 M 6 9 Y 1 0 0 K 6 3 06» C 1 0 0 M 1 4 Y 3 9 K 0 07» C 1 0 0 M 6 9 Y 3 9 K 0

P A G E » 123

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW GUTS»

Course Typography 2

Instructor Ariel Grey Title Gut Microbiome

Project Duration in Weeks

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 1 Book

Software

PAG E » 1 2 4

2 Bookmarks

»

YO U D O N ’ T K N OW G U T S

┐

� EXPLORE

01»

Objective Design a book based on a scienctific topic.

Demonstrated attention to detail and layout flow.

02»

Background

Key Adjectives 01» P l a y f u l

The human gut microbiome was chosen for the complexity and evolving discoveries in the field. The human gut microbiome is a habitat of bacteria that help maintain our physical and mental health. Only in recent years has technology been advanced enough to explore the tiny details that help us thrive.

To create a coherent message using imagery of guts, bacteria, and food—the refined layouts needed to be approachable with simple and vibrant vector art.

02» O r g a n i c 03» C l e a n

Ta r g e t A u d i e n c e 01» 2 0 + y e a r s 02» P a r e n t s 03» H e a l t h C o n s c i o u s

Ty p e f a c e

Color Palette

01» C h a p a r r a l P r o

01» C 3 5 M 8 Y 8 5 K 0

02» D e l m

02» C 0 M 2 3 Y 1 0 0 K 0 03» C 0 M 5 0 Y 1 0 0 K 0 04» C 0 M 6 9 Y 1 0 0 K 1 4 05» C 0 M 6 9 Y 1 0 0 K 6 3 06» C 1 0 0 M 1 4 Y 3 9 K 0 07» C 1 0 0 M 6 9 Y 3 9 K 0

P A G E » 125

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 2 6

» N O E L L E M AT E O

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YO U D O N ’ T K N OW G U T S

P A G E » 127

YO U D O N ’ T K N OW M E

PAG E » 1 2 8

» N O E L L E M AT E O

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YO U D O N ’ T K N OW G U T S

P A G E » 129

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 3 0

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YO U D O N ’ T K N OW G U T S

P A G E » 131

YO U D O N ’ T K N OW M E

PAG E » 1 3 2

» N O E L L E M AT E O

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YO U D O N ’ T K N OW G U T S

P A G E » 133

YO U D O N ’ T K N OW M E

PAG E » 1 3 4

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P A G E » 135

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 3 6

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P A G E » 137

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 3 8

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P A G E » 139

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW SPACE»

PAG E » 1 4 0

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW S PAC E

┐

� FUTURE

INSIGHT

Key Adjectives 01» S l e e k 02» M o d e r n 03» F u n c t i o n a l

Ta r g e t A u d i e n c e 01» 1 8 + y e a r s 02» U p p e r M i d d l e C l a s s 03» A d v e n t u r e r s

Color Palette 01» C 1 0 0 M 0 Y 0 K 0 02» C 3 5 M 0 Y 2 2 K 0 03» C 9 4 M 3 Y 3 2 K 0 04» C 1 0 0 M 4 2 Y 5 1 K 2 0 05» C 9 3 M 8 4 Y 2 9 K 1 6 06» C 7 6 M 8 4 Y 2 9 K 1 6 07» C 0 M 1 0 0 Y 0 K 0 08» C 0 M 9 1 Y 9 2 K 0

P A G E » 141

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW SPACE»

Course Package Design 4

Instructor Thomas McNulty Title Azure

Project Duration in Weeks

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 18 Skin Care Packaging

Software

PAG E » 1 4 2

6 Soap Packaging

2 Dental Care Packaging

»

YO U D O N ’ T K N OW S PAC E

┐

� FUTURE

INSIGHT

01»

Objective Create a sub-brand that does not not exist under a currently existing major brand.

Examine the markering and branding of a product line.

02»

Background

Key Adjectives 01» S l e e k

A month trip in space inspired the creation of a brand under SpaceX, for near future cruise vacation packages.

Research conducted was concentrated on the past, present, and future of living in space. Sixty3 branding was created in collaboration with Noor Ashi, Mike Gomez, Zahra Ilyas, Karen Song, Carl Vallin, and Robert Walter.

This chapter focuses on Azure, the beauty line for Sixty3.

02» M o d e r n 03» F u n c t i o n a l

Ta r g e t A u d i e n c e 01» 1 8 + y e a r s 02» U p p e r M i d d l e C l a s s 03» A d v e n t u r e r s

Ty p e f a c e

Color Palette

01» H a a s U n i c a

01» C 1 0 0 M 0 Y 0 K 0

02» G l y p h a

02» C 3 5 M 0 Y 2 2 K 0 03» C 9 4 M 3 Y 3 2 K 0 04» C 1 0 0 M 4 2 Y 5 1 K 2 0 05» C 9 3 M 8 4 Y 2 9 K 1 6 06» C 7 6 M 8 4 Y 2 9 K 1 6 07» C 0 M 1 0 0 Y 0 K 0 08» C 0 M 9 1 Y 9 2 K 0

P A G E » 143

»

YO U D O N ’ T K N OW S PAC E

P A G E » 145

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 4 6

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW S PAC E

P A G E » 147

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 4 8

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW S PAC E

P A G E » 149

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 5 0

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YO U D O N ’ T K N OW S PAC E

P A G E » 151

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» N O E L L E M AT E O

redo pic bg same

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 5 2

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P A G E » 153

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 5 4

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P A G E » 155

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 5 6

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»

YO U D O N ’ T K N OW S PAC E

P A G E » 157

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 5 8

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW S PAC E

P A G E » 159

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 6 0

» N O E L L E M AT E O

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YO U D O N ’ T K N OW S PAC E

P A G E » 161

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW TEMPE»

PAG E » 1 6 2

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E M P E

� GRAPHIC

┐

STANDARDS

Key Adjectives 01» L o c a l 02» F a m i l y 03» P r o f e s s i o n a l

Ta r g e t A u d i e n c e 01» A l l A g e s 02» B a s e b a l l F a n s 03» Te a m O w n e r

Color Palette 01» C 0 M 1 0 0 Y 6 5 K 1 5 02» C 0 M 1 0 0 Y 6 5 K 2 0 03» C 0 M 1 0 0 Y 6 5 K 4 7 04» C 5 M 0 Y 0 K 4 05» C 5 M 0 Y 0 K 2 0 06» C 1 0 0 M 6 0 Y 0 K 5 6

P A G E » 163

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW TEMPE»

Course Strategies for Branding

I n st r u c to r Thomas McNulty Title Tempe Diablo Stadium

Project Duration in Weeks

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2014

2015

2016

2017

Semester

SPRING SUMMER FALL

Deliverables 1 Graphic Standard Manual

Software

PAG E » 1 6 4

»

YO U D O N ’ T K N OW T E M P E

� GRAPHIC

┐

STANDARDS

01»

Objective Create a corporate identity system with a graphic standards manual.

02»

Background

Key Adjectives 01» L o c a l

The first step was to research core values of the chosen brand, which can be leveraged for the creation of new opportunities. Tempe Diablo Stadium was chosen as the current design does not reflect its' place as the Major League Baseball's summer training grounds of the Los Angeles Angels of Anaheim.

02» F a m i l y 03» P r o f e s s i o n a l

Ta r g e t A u d i e n c e 01» A l l A g e s 02» B a s e b a l l F a n s 03» Te a m O w n e r

Ty p e f a c e

Color Palette

01» G o t h a m

01» C 0 M 1 0 0 Y 6 5 K 1 5

02» C e r v o

02» C 0 M 1 0 0 Y 6 5 K 2 0 03» C 0 M 1 0 0 Y 6 5 K 4 7 04» C 5 M 0 Y 0 K 4 05» C 5 M 0 Y 0 K 2 0 06» C 1 0 0 M 6 0 Y 0 K 5 6

P A G E » 165

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 6 6

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E M P E

P A G E » 167

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 6 8

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E M P E

P A G E » 169

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 7 0

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E M P E

P A G E » 171

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 7 2

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E M P E

P A G E » 173

YO U D O N ’ T K N OW M E

PAG E » 1 7 6

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E M P E

P A G E » 177

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 7 8

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»

YO U D O N ’ T K N OW T E M P E

P A G E » 179

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 8 0

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW T E M P E

P A G E » 181

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW LOGOS»

PAG E » 1 8 2

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW LO G O S

� LOGO

┐

COLLECTION

Key Adjectives 01» B r a n d I d e n t i t y 02» C o l l e c t i o n

Ta r g e t A u d i e n c e 01» Va r i o u s

Color Palette 01» C 0 M 0 Y 0 K 0 02» C 0 M 0 Y 0 K 1 0 0

P A G E » 183

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YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

YOU DON’T KNOW LOGOS»

Course Branding Principles

Instructor Dean Wilcox Title Heavenly Birgadeiro

Course Branding Principles

Instructor Dean Wilcox Title Postmates

Course Graphic Design 2

Instructor David Hake Title Seamless

CourseGraphic Design 2

Instructor David Hake TitleDinosoirée

Course Strategies for Branding

Instructor Thomas McNulty Title Tempe Diablo Stadium

Course Package Design 4

Instructor Thomas McNulty Title Sixty3

Course Package Design 4

Instructor Thomas McNulty Title Azure

PAG E » 1 8 4

»

YO U D O N ’ T K N OW LO G O S

┐

� LOGO

COLLECTION

01»

Objective Identities must express and communicate the brand effectively to new and current customers.

02»

Background

Key Adjectives 01» B r a n d I d e n t i t y

This is a collection of identities in the projects from previous chapters, and Branding Principles Course.

02» C o l l e c t i o n

Ta r g e t A u d i e n c e 01» Va r i o u s

Ty p e f a c e

Color Palette

01» V/A

01» C 0 M 0 Y 0 K 0 02» C 0 M 0 Y 0 K 1 0 0

P A G E » 185

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» N O E L L E M AT E O

YO U D O N ’ T K N OW M E

01 02 03

Heavenly

04 05 06

Brigadeiro

07 08 09 10 11

postmates

PAG E » 1 8 6

»

Heavenly

YO U D O N ’ T K N OW JAC K S

Brigadeiro

postmates

░░░░░ »░

YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 8 8

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW JAC K S

░░░░░ »░

YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 9 0

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW JAC K S

░░░░░ »░

YO U D O N ’ T K N OW M E

01 02 03 04 05 06 07 08 09 10 11

PAG E » 1 9 2

» N O E L L E M AT E O

»

YO U D O N ’ T K N OW JAC K S

� THANK YOU ┐

01»

Family & Friends To my parents, thank you for always supporting all my dreams. To my brother, thank you for supporting me on all-nighters with calming music playlists. To the Prasad Family, thank you for supporting me like family. Everyone, thanks for supporting years of blood, sweat, and tears.

02»

Instructors A special thanks goes to Dir. Mary Scott for overseeing the development of this protfolio, and pushing me to my fullest extent of my capabilities.

To instructors Kathrin Blatter, Hannah Coward, Ariel Grey, David Hake, Thomas McNulty, and Chistoph Oppermann— thank you all for your expert guidance.

PAGE» 195

Academy of Art University 79 new Montgomery Street San Francisco, CA 94105 School of Graphic Design

Course & instructor Senior Portfolio Mary Scott

Student Noelle Mateo +1 925.353.7290 noellemateo@gmail.com noellemateo.com

Photography Noelle Mateo Canon EOS Rebel T3i

T h e C r o u c h i n g Ve n u s , Used on Page 28 © Victoria and Albert M u s e u m , L o n d o n 2 0 1 7.

Ty p e f a c e s Gotham Apercu Andale Mono

Software Adobe Creative Cloud

Print & Publishing Blurb

Cover Stock Cover Stock

Te x t S t o c k P r e m i u m M a t t e 1 0 0 # Te x t