OLIVIA MACDONALD | GRAPHIC DESIGN PORTFOLIO
“Styles come and go. Good design is a
language, not a style.� Massimo Vignelli
COLLATERAL
BARREL MAGAZINE COVER Contemporary Typography Design
A cover for Barrel Magazine, an original publication, was designed to showcase typography interacting with photography. All of the typography was hand-lettered using Adobe Illustrator, aside from the masthead/title and the corner monthly edition. Using the curve of the wave, and varying custom typefaces, the typography and photo interact with each other, while still shining a light on the power of the photograph.
Existing Branding
PANTONE 136C PANTONE Cool Gray 11 C
Logo Re-Design Concept Thumbnails
HONEYBEE CONSERVANCY
Brand Re-Design: Logo, Brochure, & Website Redesign of an existing non-profit organization, including the logo, brochure, and website. The clean aesthetic of the new logo carries over to the brochure and website designs. The honeycomb shape provides a unique and eye-catching layout for the brochure, and the use of a primarily monotone color palette (with purple accents of color), helps keep the designs looking fresh and modern, yet sophisticated.
Direct Mail Postcard
Event Poster
ASTERISK* TYPE FEST
Contemporary Typography Marketing Campaign ASTERISK* Type Fest is an original design festival that celebrates contemporary typography in all forms, past, present, and future. The focus of this design campaign was to incorporate typography in a nontraditional way. By incorporating an overlayed look in the type, this design can serve the contemporary typography community for years to come.
Webmail Newsletter
ENDANGERED SPECIES SERIES Independent/3-Piece Poster Series
A three-part poster series that can work individually or together to advertise a social issue. By focusing on the diminishing numbers of three highly-endangered species, each poster states a differing, but similar message. Seen individually, each poster uses bold type to emphasize its statement; used together, the bold text on all three pieces work together to form the message “Endangered species need help.�
ITALY TRAVEL POSTER
13 REASONS WHY POSTER
A travel poster was created in Adobe Illustrator, each symbol digitally illustrated to fit into the shape of the country of Italy. Based on research, symbols like the Leaning Tower of Pisa, the Colosseum, and Milan fashion were placed where they originated or are located. The custom typography and the water graphics give the composition a “map-like� quality.
A poster based on the novel Thirteen Reasons Why designed to promote the Netflix adaptation. The composition was entirely rendered in Adobe Photoshop. The cassette film twists and overlaps to form custom typography, with shadows and highlights for added dimension. Details like character names, headphones, and a Walkman push forth the storyline.
Digital Illustration
Digital Composition
“Design is the
silent ambassador of your brand.� Paul Rand
BRANDING
Hele Hawai’i Travel Co. Travel Agency
Sonance Technologies Medical Technology Company
Snacks From Hell Snack Food Company
Grand Slam Baseball Emporium Retail Store
MicDrop Comedy Club Comedy Club/Night Club
BookLUV Retail Store
Brain•ing Tutoring Center Tutoring Center
Sewickley Community Center Community Center | Freelance
PANTONE 4625 C PANTONE 1615 C
Thumbnail Concepts
DRIZZLED CHOCOLATES Original Brand Identity
Drizzled Chocolates is an original gourmet chocolate shop concept that specializes in using homemade recipes and high-quality ingredients. The sleek, clean, and modern design of this logo is carried through the brand identity, including stationary, promotional items and packaging, and a hand-coded five-page website.
Packaging
Store Sign
Website Home Page
“Design is an opportunity to continue telling the story, not just to sum everything up.� Tate Linden
PUBLICATION DESIGN
LEGO ANNUAL REPORT Multi-Page Publication
Design, art direction, photography, and illustration. The cover of this 32-page annual report incorporates a Lego-shape die cut, showcasing custom photography of Lego bricks, including sculptural numbers and charts. Details such as the small ‘bump’ details on the divider page headers and graphic pattern showcase the brand’s fun personality while providing important information from their successful 2016 year.
ANIMAL FRIENDS CAPABILITIES BROCHURE Multi-Page Publication
This publication serves as a capabilities brochure for Animal Friends, a Pittsburgh-based animal shelter. The curvature seen throughout the 24 pages alludes to the non-profit’s logo, adding movement to the piece. Inviting photography reminds the consumer of what the organization stands for on a daily basis, and graphics such as animal silhouettes and statistics engage the reader and add positive elements to the pages.
Masthead Logo
PGH You MAGAZINE
Collaborative Multi-Page Publication This collaborative project consisted of working with 17 other designers, photographers, and videographers to conceptualize and create a magazine called PGH You within a 10-week period. As Art Director of the team, I created the main design theme, made sure all other designers were on track throughout the process, and helped to publish the final product. The final 62-page publication showcases all entirely original articles, design, and photographs.
Quarter-Page Ad
ROLES IN COLLABORATION: •
Art Director
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Designed magazine masthead logo
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Researched & coordinated interviews
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Attended & assisted in photoshoots & edited photos
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Wrote two articles
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Designed three page layouts & two ads
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Proofread articles
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Edited all layouts
• Produced master file for final print production & helped coordinate with printer
Full-Page Ad
“Design is thinking made visual.� Saul Bass
ADVERTISING DESIGN
PETSMART AD CAMPAIGN Ad Design Series
This PetSmart elevator ad series focuses on the before and after of the imagery. The closed doors feature dog toys and when they open, the public is greeted by overly-enthusiastic dogs. The bright color palette catches the viewer’s eye and draws them into the story being told in each advertisement.
AD STUDIES
Print Advertisements The goal of this project was to research and conceptualize different types of ads for various industries, including luxury automobiles, candy bars, and fast food. Through this research, three concepts were developed for each, and the final ads best showcase the product in a creative, striking, and even sometimes satirical way.
Infographic
PELA CASE
Infographic & Marketing Campaign An advertising campaign designed to promote the Pela Case, a sustainable phone case. The campaign includes four marketing solutions: an infographic detailing how the product works, a webmail newsletter, a web banner ad, and a digital billboard. The pieces all incorporate colors and imagery complimentary to the brand. The three digital marketing solutions add to the company’s sustainable mission. By keeping their marketing pieces digital, they would be reducing the amount of energy and materials used.
Web Banner Ad
Digital Billboard
Webmail Newsletter
“Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.” Paul Rand
PACKAGING DESIGN
Thumbnail Concepts
HONEYB HONEY JAR Packaging Label Series
This label design series uses both graphic design and illustration elements for an original company, HoneyB. The illustrations were created in Adobe Illustrator, and honeycomb-shaped transparent elements on each label showcase honey within the jar, providing added dimension to the design.
Thumbnail Concepts
HERBAL PRESENCE TEA CO. Packaging Label Series
This label design series uses an organic pattern to emphasize the natural, pure identity of this brand, and a color palette corresponding to each flavor. The USDA Certified Organic seal on the front of the label showcases the organic aspect of the company/product with a top safety seal for consumer protection.
SOCKS SQUARED Box Packaging Design
This three-dimensional package design is for an original company, Socks Squared. The design incorporates fun, seasonal typography and graphic elements, and a die-cut window allows the consumer to view the product. The cube box provides easy stacking on store shelves, while the loop on the top allows for an alternative way of displaying the package.
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BIO•BOX
Sustainable Packaging Design BIO•BOX is a sustainable packaging concept that would be planted into soil with the plant above the surface. Focusing on sustainability and waste-reduction, the package design takes into consideration the amount of materials and type of ink used, as well as small sustainable details that can make a big difference in the environment.
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The triangular box reduces the amount of paper used and provides for a new and unique displaying purpose.
4 The two-tone soy and vegetable-based ink print-
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Seed paper material provides nourishment to the plant and surrounding soil. It also contains wildflower seeds, which, when planted, grow flowers around the product. This paper not only gives back to the earth, it is also recyclable and made from 100% post-consumer materials.
5 The box’s foldable tabs provide an alternative
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The Veriflora Sustainably Grown Certification guarantees that the plant products of BIO•BOX have been grown in an environmentally and socially responsible manner.
ing is environmentally-friendly, biodegradable, and sustainably and locally sourced. support system to packaging glue that may otherwise be harmful to the environment.
“A picture is worth a thousand words. An interface is worth a thousand pictures.� Ben Shneiderman
WEB & DIGITAL DESIGN
SLIDER IMAGES Website slider images show different travel opportunities and planning options.
PANTONE 464 C
PANTONE 198 C
PANTONE 116 C
PANTONE 2925 C
PANTONE 137 C
PANTONE 2935 C
PANTONE 376 C
HELE HAWAI’I
Branding & Web Page Design This responsive web page is for Hele Hawai’i, a Hawaiian travel agency based on an original brand identity. The webpage is hand-coded in the program Brackets using HTML and CSS. Multiple interactive elements are incorporated, including a slider image gallery, size-shifting icons on cursor hover, adjusting images on cursor hover, and an interactive weather report for each Hawaiian island.
App Icon
App Home Screen
UPBEATZ MUSIC APP
Branding & Mobile Phone App Interface Design UpBeatz Music is an original music streaming service concept. The logo’s gradient overlays form an arrow, and the typography ties in the small curvature seen in the arrow. The screen designs were rendered in Adobe Illustrator, then imported into Adobe XD to connect them, creating a UI/UX prototype of the app. The prototype includes 21 screens, all connected together through bottom navigation, arrows, and more.
Create Account Screen
User Profile Screen
Playlist Screen
Artist Profile Screen
Current Song Screen
Premium Upgrade Screen
“This world is but a canvas to our imagination.” Henry David Thoreau
PERSONAL WORK
AMERICAN BURGER
PLASTIC POLLUTION
The goal of this project was to illustrate the American Flag in a metaphorical way, specifically to convey a social issue. The visual metaphor of using the hamburger buns as the American Flag symbolizes the heavy impact unhealthy foods have on Americans. Each detail of this illustration was created using Adobe Illustrator.
A National Geographic editorial illustration about the amount of plastic thrown into the oceans each year and how it is affecting the wildlife and planet. This illustration was digitally painted in Adobe Photoshop. The colorful coral and underwater plant life was placed to show contrast to the plastic, garbage, and ‘browning’ water above.
Digital Illustration
Digital Illustration
ED SHEERAN
PAINT THE STARS
This custom typography illustration is based on the music artist Ed Sheeran. The type was hand-drawn, then made into vectors in Adobe Illustrator. Each colored section represents different song titles, and the three main colors are associated with his albums. The guitar silhouette includes Sheeran’s name, and the neck of the guitar shows the album titles. A grunge texture was applied to the final piece for added dimension and detail.
The focus of this experimental typography piece was to showcase hand-lettered type. The original hand-lettered sketch was brought into Adobe Photoshop where it was digitally painted using various tools and techniques.
Typography Illustration
Hand-Lettered Typography
SPRINKLES
Experimental Typography This experimental type piece used candy sprinkles and chocolate syrup to create custom typography. Individual sprinkles were placed to spell out the word “Sprinkle,� and a toothpick was used to apply the chocolate syrup. The surrounding sprinkles and bowl were placed to frame the typography and create a dynamic composition.
QUILLED OCEAN
Experimental Typography This experimental typography illustration utilizes a paper-art technique called “quilling.� The flat background colors were first placed, then using individually-cut strips of paper, I created the main outlines, holding them in place with glue. More strips, straight and curled, were placed to create the sun and water texture. The shapes breaking out of the border add final dimensional details.
LETTERING QUOTES
Hand-Lettered Typography Each of these hand-lettered illustrations were created by first laying out the design on sketchbook paper. Then using fine-point Micron Pens and the utmost precision, the typography was formed, with the incorporation of Prismacolor pencil in one piece. The addition of small illustrated elements help balance the pieces out, and at times relate to the quotes’ origins.
“The desire to create is one of the deepest yearnings of the human soul.” Dieter F. Uchtdorf
FREELANCE
Trout Camo Fishing Wear | ocreations LLC
Chocolate Fusion Artisan Chocolates | Collaboration, ocreations LLC
Integrity Holdings Holding Company | ocreations LLC
Junk Joeys Junk Removal Services | ocreations LLC
Momarolli Italian Food Products | ocreations LLC
Relia-Shred Mobile Shredding Service | ocreations LLC
One Free
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100 Club Coupon Book | Interior Pet Food Donation Infographic
“What’s New” Email
Website Home Page
PRIMANTI BROS.
PITTSBURGH AVIATION ANIMAL RESCUE TEAM (PAART)
When working with such a well-known company like Primanti Bros., keeping design pieces onbrand is top priority. The use of mouth-watering imagery, playful typography, textural details, and appetizing colors on various print and digital pieces keeps the brand’s personality thriving and carries on their vision of being “Almost Famous.”
The re-design of the PAART website came alongside a recent logo refresh. The use of heart-warming imagery, statistics, and brand identity elements helps carry the organization’s mission and encourage viewers to support their goals. The Pet Food Donation Infographic was created to encourage supporters to donate amidst the COVID-19 pandemic, using brand colors, animal graphics, and typography to draw viewers in.
Various Print & Digital Pieces
Website Re-Design & Pet Food Donation Infographic
oliviamacdesigns.com
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oliviamacdesign@gmail.com
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724.831.4079