“ The reason for which something is done or created, or for which something exists:” that is Purpose. It is what raises kings and saints. It is what gives meaning and life and a sense of something greater than ourselves, and sometimes, it goes by the name of Destiny. My father worked as a truck driver most of his life, but he hated it more than I hate being called Becky. He would always tell me, “I still don’t know what I want to be when I grow up.” He meant it as a joke, but the words ran bursting with a sad underlying truth. When I started college as a fine art major, all I knew was that I had some form of creative talent and wasn’t good at mental math. It took two years and stumbling into Graphic Design 101 to find that perfect click. That was the moment my heart screamed, “FINALLY!” I knew I was going to be a designer, and I knew nothing was going to get in my way. I had found my purpose. Though I now know what I want to be when I grow up, every day is part of the becoming. And here is the frustrating bit: purpose is not an achievable thing. It is a constant sanding-down and building-up, a gathering-of-materials today to make something greater tomorrow. It is always there, whether we acknowledge it or not, beckoning us to follow.
Herbie Seeds 1
DATE
OVERVIEW
October 2018
Herbie Seeds is a garden supply company focused on encouraging family growth and helping parents pass a love of gardening on to their children. Targeted towards children ages 5-12, the brand is whimsical with a personal voice, but has a trustworthy side to appeal to the parents who will be purchasing the products.
ART DIRECTOR Min Choi TYPOGRAPHY Freude Bell MT Franklin Gothic PROJECT TAGS
PURPOSE
Rebecca Lambertsen
Branding Illustration Packaging DELIVERABLES Logo Illustrations Seed Packets Stationery Set Seed Kit Items
APPROACH I created a garden gnome character named Herbie to carry the brand's name. I sprinkled him peeking up above different elements throughout the branding to add energy and fun. Freude, a rounded sans serif, drew my eye due to its hand-drawn aesthetic that matched the style I brought into the icons, patterns, and illustrations. I used wildflower seed paper for the seed packets, kit nesting, and business cards to minimize waste and promote environmental awareness. Creating a dual function for the seed packet belly band was important, so I designed a system to convert the band into a seed marker.
01 02 03 04 05 06 07 08 09 Herbie Seeds 2
PURPOSE
Rebecca Lambertsen 3
01 02 03 04 05 06 07 08 09 Herbie Seeds 4
PURPOSE
Rebecca Lambertsen 3
01 02 03 04 05 06 07 08 09 Herbie Seeds 4
PURPOSE
Rebecca Lambertsen 5
01 02 03 04 05 06 07 08 09 Herbie Seeds 6
PURPOSE
Rebecca Lambertsen 7
01 02 03 04 05 06 07 08 09 Herbie Seeds 8
Latham & Watkins Web 9
DATE
OVERVIEW
April 2019
TYPOGRAPHY
Latham & Watkins LLP is a well-respected law firm that ranks in the top five grossing firms in the world. They employ over 2,700 lawyers in over 14 locations across the globe, but their website requires an update as it fails to represent their professionalism and is hard-to-navigate.
Fieldwork Arnhem
APPROACH
ART DIRECTOR Bradford Prairie
PROJECT TAGS Website Design
PURPOSE
Rebecca Lambertsen
DELIVERABLES Logo Website
Cleaning up Latham & Watkins' website was the top priority for me, but their identity and logo begged for an update as well. I chose Fieldwork for the logotype and kept it simple, creating a lockup that looked beautiful both stacked and written straight. To create unity across their extensive site, I selected a muted yellow that hints at gold when paired with the monochromatic photos, though I used the color sparingly. I also introduced a more comprehensive user flow and several site interactions such as hover-states and moving parts.
01 02 03 04 05 06 07 08 09 Latham & Watkins Website 10
PURPOSE
Rebecca Lambertsen 11
01 02 03 04 05 06 07 08 09
100% 9:45 AM iPad
Latham & Watkins Website 12
PURPOSE
Rebecca Lambertsen 13
01 02 03 04 05 06 07 08 09 Latham & Watkins Website 14
Double Yellow Magazine 15
DATE
OVERVIEW
May 2018
Double Yellow is a magazine for young travelers. The content centers on interesting and unexplored aspects of the American landscape and culture, providing readers with a road map to their next adventure. The magazine has a youthful and inspiring voice, targeting an audience of young adults ages 18–30.
ART DIRECTOR Bradford Prairie TYPOGRAPHY Macho Mrs. Eaves Mr. Eaves PROJECT TAGS
PURPOSE
Rebecca Lambertsen
Editorial Multi-page Document DELIVERABLES Masthead Magazine Layouts
APPROACH Seeking to reflect the bold spirit of America's brave adventurers, I chose Macho, a sturdy sans with plenty of quirks, for the magazine's masthead. I thought the name "Double Yellow" was fitting because of its reference to the open road, marked only by the two lines down the center. The bright yellow color connects to the concept and provided a fun accent. I ensured Double Yellow carried a conversational tone throughout its brand voice, as well as used colorful images of the American landscape and its people to engage readers and appeal more to my young target audience.
01 02 03 04 05 06 07 08 09 Double Yellow Magazine 16
PURPOSE
Rebecca Lambertsen 17
01 02 03 04 05 06 07 08 09 Double Yellow Magazine 18
PURPOSE
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01 02 03 04 05 06 07 08 09 Double Yellow Magazine 20
PURPOSE
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01 02 03 04 05 06 07 08 09 Double Yellow Magazine 22
Nocte Resort & Spa 23
DATE
OVERVIEW
February 2019
Nocte Resort & Spa is a high-end retreat located in Tucson, Arizona that allows guests to stargaze directly from private, glass-ceiling cottages. Tucson’s dark skies ordinance provides crystal clear nighttime skies that make the location ideal. Targeted towards affluent couples aged 30-50, the Nocte brand exudes elegance and simplicity.
ART DIRECTOR Sean Bacon TYPOGRAPHY Requiem Gotham PROJECT TAGS Branding Packaging
PURPOSE
Rebecca Lambertsen
DELIVERABLES Logo Stationery Set Toiletries Seal Door Hanger Key Fob Postcards Menu
APPROACH Wanting to accent the resort's unique stargazing feature, ancient star charts were a huge well of inspiration for me. I aimed to capture their essence through the limited navy-and-cream color palette and chose to use Latin phrases and their English translations in the messaging. I used Requiem for its elegance and classical feel and paired it with Gotham for its flexible system of weights. Creating a monogram logo knocked out of a star shape gave me another small piece of branding to include in the simple design.
01 02 03 04 05 06 07 08 09 Nocte Resort & Spa 24
PURPOSE
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01 02 03 04 05 06 07 08 09 Nocte Resort & Spa 26
PURPOSE
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01 02 03 04 05 06 07 08 09 Nocte Resort & Spa 26
PURPOSE
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01 02 03 04 05 06 07 08 09 Nocte Resort & Spa 28
PURPOSE
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01 02 03 04 05 06 07 08 09 Nocte Resort & Spa 30
PURPOSE
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01 02 03 04 05 06 07 08 09 Nocte Resort & Spa 32
CMA Censor Conference 33
DATE
OVERVIEW
October 2018
The annual College Media Association (CMA) conference focuses on providing educational opportunities for college media staff and their advisers. In years past, the conference has always been an event that seeks to both engage students in a fun way and prepare them for professional careers.
ART DIRECTOR Sean Bacon TYPOGRAPHY Knockout Rockwell Corbel PROJECT TAGS
PURPOSE
Rebecca Lambertsen
Branding Collateral Multi-page Document Website Design DELIVERABLES Logo Website Social Media Conference Manual Badges Schwag Items
APPROACH I chose the “Censor� theme to bring a fresh face to the 2018 CMA Conference that was relevant to the media climate in America today. Wanting to steer away from the reds traditionally used to represent censorship, I chose caution-sign yellow and paired it with traditional black-and-white. I decided on Knockout for the logotype, favoring its heavy stroke. In the speaker name treatments, logo, and photos, I used crossing-out to represent the censorship theme. The website homepage carries the same motif, as I used redacted text that hints at another message being obscured.
01 02 03 04 05 06 07 08 09 CMA Censor Conference 34
PURPOSE
Rebecca Lambertsen 35
01 02 03 04 05 06 07 08 09 CMA Censor Conference 36
PURPOSE
Rebecca Lambertsen 35
01 02 03 04 05 06 07 08 09 CMA Censor Conference 36
PURPOSE
Rebecca Lambertsen 37
01 02 03 04 05 06 07 08 09 CMA Censor Conference 38
PURPOSE
Rebecca Lambertsen 39
01 02 03 04 05 06 07 08 09 CMA Censor Conference 40
PURPOSE
Rebecca Lambertsen 41
01 02 03 04 05 06 07 08 09 CMA Censor Conference 42
PURPOSE
Rebecca Lambertsen 43
01 02 03 04 05 06 07 08 09 CMA Censor Conference 44
Nancy Drew Redesign 45
DATE
OVERVIEW
March 2019
The Nancy Drew book series is a classic set of mystery stories. The series has been revised and updated several times since its original publishing in 1930, but the books have continued as an inspiration for girls to push past their limits and fearlessly explore the unknown around them. Penguin Random House wanted to update the cover design to appeal to the target audience of today’s girls, ages 7–12.
ART DIRECTOR Sean Bacon TYPOGRAPHY Thirsty Script Miller Broadway PROJECT TAGS Book Covers
PURPOSE
Rebecca Lambertsen
DELIVERABLES Book Jackets Bookmarks Stickers Pattern
APPROACH Because there are over 170 books in the Nancy Drew series, I made sure to create a system that could be easily applied to all of them. To differentiate from previous covers that were done in a sketched, vintage illustration style, I chose a more modern and conceptual approach, locking simple vector illustrations in with several different typefaces to display each individual book title. Wanting to maintain some brand equity from past editions, I retained the iconic header containing the series name, but with updated typography. I chose Miller, a highly readable transitional typeface with lots of sparkle, for the primary typeface. I used a brighter color palette to appeal to the younger audience.
01 02 03 04 05 06 07 08 09 Nancy Drew Cover Redesign 46
PURPOSE
Rebecca Lambertsen 47
01 02 03 04 05 06 07 08 09 Nancy Drew Cover Redesign 48
PURPOSE
Rebecca Lambertsen 49
01 02 03 04 05 06 07 08 09 Nancy Drew Cover Redesign 50
Chiin Plum Wine 51
DATE
OVERVIEW
May 2018
Though Chinese plum wine has been made in homes for centuries, it is virtually unknown in the United States. High-end plum wine is even harder to find in the U.S., and Chiin seeks to fill that market. Targeted towards affluent buyers ages 30-50, the brand seeks to foster friendship and community, as the name itself means “a very good friend.”
ART DIRECTOR Min Choi TYPOGRAPHY Adobe Caslon Pro Brandon Grotesque YaHei PROJECT TAGS
PURPOSE
Rebecca Lambertsen
Branding Cross-Cultural Packaging DELIVERABLES Logo Bottles Gift Box Patterns
APPROACH In an attempt to bring this Asian wine to Western markets, I blended elements from the two cultures in the bottle design. I intertwined Chinese characters for the flavors into patterns that can be seen on the reverse side of the back label through the wine itself. The logo is a simple crest with the Chiin “C” in the center. I used the stately serif Caslon paired with friendly sans Brandon Grotesque to convey both the elegance and approachability of this brand. I chose foil in different colors to differentiate the flavors and contribute to the premium feel. The bottle form was chosen over a typical wine bottle for its wide mouth to allow easy access to the plums inside.
01 02 03 04 05 06 07 08 09 Chiin Plum Wine 52
PURPOSE
Rebecca Lambertsen 53
01 02 03 04 05 06 07 08 09 Chiin Plum Wine 54
PURPOSE
Rebecca Lambertsen 53
01 02 03 04 05 06 07 08 09 Chiin Plum Wine 54
PURPOSE
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01 02 03 04 05 06 07 08 09 Chiin Plum Wine 56
PURPOSE
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01 02 03 04 05 06 07 08 09 Chiin Plum Wine 58
Alloy Ammunition 59
DATE
OVERVIEW
March 2019
Remington is one of America's oldest and most trusted firearm and ammunition manufacturers, but their packaging leaves something to be desired. Alloy, their latest line of hunting ammunition, carries a cleaner, more sophisticated look and targets hunters ages 25-40.
ART DIRECTOR Sean Bacon TYPOGRAPHY Sentinel Trade Gothic Hero New PROJECT TAGS Packaging
PURPOSE
Rebecca Lambertsen
DELIVERABLES Logo Ammo Packaging Target Box Dieline
APPROACH When designing Alloy, I chose to steer away from Remington's green and yellow palette to clearly differentiate it on the shelves. Instead, I used woodgrain textures and grayscale images of game to capture a classic but trustworthy look. I built out a system of crests to clearly define and display caliber information prominently on the box. I used Sentinel, a sturdy clarendon, for its strong presence, and paired it with Trade Gothic, a classic American neo-grotesque. To further differentiate the product and reduce waste, I created a custom box dieline that doubles as a target for hunters to test their rounds. I ensured that the product would be secure in its container by using a tab-pull solution that is tamper-evident.
01 02 03 04 05 06 07 08 09 Alloy Ammunition 60
PURPOSE
Rebecca Lambertsen 61
01 02 03 04 05 06 07 08 09 Alloy Ammunition 62
PURPOSE
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01 02 03 04 05 06 07 08 09 Alloy Ammunition 64
Mama Jo Bakery 65
DATE
OVERVIEW
February 2018
Mama Jo bakery is a small mom-and-pop bakery on wheels based in Seattle, Washington. Fighting the cold city stigma, Mama Jo caters to young adults ages 21-40 and young families, where people can get real, hometown treatment with a side of cookie. The brand has an uncluttered aesthetic, but it was vital to keep it human, fun, and approachable.
ART DIRECTOR Bradford Prairie TYPOGRAPHY Pacifico Lemon Sans Georgia PROJECT TAGS
PURPOSE
Rebecca Lambertsen
Branding Handcrafted Packaging DELIVERABLES Logo Website Menu Truck Hand-stamp Business Cards
APPROACH Keeping with the homemade spirit of Mama Jo, I chose the handwritten font Pacifico, paired with Lemon Sans, a soft and approachable sans, for the logo. I carried the idea of crumbs throughout the brand because of their organic forms and unique imperfections, an aesthetic I also applied to the pattern illustrations. As Mama Jo bakery is a small company, I designed a logo stamp that can be applied to various standard packaging forms, keeping costs down.
01 02 03 04 05 06 07 08 09 Mama Jo Bakery 66
PURPOSE
Rebecca Lambertsen 67
01 02 03 04 05 06 07 08 09 Mama Jo Bakery 68
PURPOSE
Rebecca Lambertsen 67
01 02 03 04 05 06 07 08 09 Mama Jo Bakery 68
PURPOSE
Rebecca Lambertsen 69
01 02 03 04 05 06 07 08 09 Mama Jo Bakery 70
PURPOSE
Rebecca Lambertsen 71
01 02 03 04 05 06 07 08 09 Mama Jo Bakery 72
PURPOSE
Rebecca Lambertsen 73
01 02 03 04 05 06 07 08 09 Mama Jo Bakery 74
PURPOSE
Rebecca Lambertsen 75
01 02 03 04 05 06 07 08 09 Mama Jo Bakery 76
PURPOSE
Rebecca Lambertsen 77
Logo Spread 78
Luxury cosmetic company
Boutique clothing store
Corporate law firm
Art Deco outfit accessories
U.S. Navy organization
Investment banking
Premium men’s watch brand
Downtown nightclub
Thank You...
... to Sean and Bradford, who gave everything for a book that wasn’t even theirs. ... to James Bowman, who taught me to keep pushing until the type “feels good.” ... to my mom and dad, who taught me everything else. ... to my incredible husband, Seren, who is still trying to teach me to relax. ... to my best friend and sister, Abigail, for being my other half. ... to the One who gives me that glorious Purpose and has never left my side.
Colophon DESIGNER
Rebecca Lambertsen | rebeccalambertsen@gmail.com T YPOGRAPHY Brandon Grotesque, Source Serif Pro PHOTOGRAPHY Rebecca Lambertsen, Bradford Prairie This book was printed on a Canon Pixma Pro 100, on Red River Aurora Art White Double-Sided. Coil bound by International Coil Bindery, San Diego. Some photography has been used with permission from Adobe Stock and Unsplash. All imagery from the internet is for inspiration only. Copyright 2019 Š Rebecca Lambertsen. All rights reserved. No portion of this book may be reproduced or used without the written permission of the author.