ROBYNNE TRIFILETTI ABOUT ME Robynne Trifiletti is a graphic designer and illustrator in San Diego, California. As a designer, her eyes are always peeled for inspiration to find the perfect design solution. Whether it be a mural downtown, a flyer at a festival or a sugar packet in a coffee shop, no item is too small or insignificant to impact her creative mind. The following pages are a collection of some of her favorite designs and the inspirations that influenced their creation. TABLE OF CONTENTS Fiesta San Antonio The Toss Shop One Tiny Heart Mary Kay Potato Season Give It Teeth Annual Family Calendar
FIESTA SAN ANTONIO REBRAND OVERVIEW Fiesta San Antonio (or simply Fiesta as it’s known to the locals) is one of the largest city-wide festivals in the nation. This annual three week event celebrates traditional Mexican heritage with over 300 events ranging from parades, carnivals, concerts and elaborately themed parties. CHALLENGE To create a recognizable and consistent brand that is representational of the lively spirit of this festive and colorful event. SOLUTION Fiesta is as eclectic as the people who are in attendance. For that reason, vibrantly colored parade floats, traditional Mexican patterns, papel picado paper banners and The Alamo, were the largest sources of inspiration for Fiesta’s rebrand. Modern flat design and bold colors were chosen both to represent the rich Mexican culture San Antonio is known for and to create an energetic atmosphere recognizable to any age group or demographic.
THE TOSS SHOP BRANDING OVERVIEW The Toss Shop is a locally owned and operated restaurant specializing in “create-your-own” asian noodle bowls. Customers can choose any number of menu items to create their personalized delicious combination. CHALLENGE Design a creative branding solution to promote personalized menu options while reflecting the atmosphere of a family friendly dining experience. SOLUTION A simple menu calls for a simple design solution. Line art illustrations and monochromatic color palette were used to add a playful personality while keeping inline with the restaurant’s simplified ordering process. Additionally, creating a separate order form allows customers to take charge of their ordering process, further encouraging the idea of “personalizing” their own meal. Brain teasers are also found in several designs with the goal of promoting creative thinking while ordering.
A: Neither. Both weigh a pound.
ONE TINY HEART BRANDING OVERVIEW One Tiny Heart is a small paper goods and home decor pop-up shop based in Houston, Texas. They specialize in one-of-a-kind banners, cake toppers and gift bags. CHALLENGE To create a logo that is representative of their humble, wholesome and unique roots. SOLUTION The concept for this logo came from the uniqueness and personalized touch this business offers each of their clients. A well chosen typeface just didn’t seem personal enough. A hand lettered logo design, offered the uniqueness they were looking for while complimenting the sweet nature of their name- One Tiny Heart.
MARY KAY ART DIRECTION OVERVIEW Mary Kay Inc. is one of the largest makeup brands in the world. Most recognized for their pink Cadillacs and direct selling business practices, Mary Kay has struggled in recent years in connecting with a younger generation. CHALLENGE Develop a $10 million proposal for a national, fullyintegrated marketing campaign to be implemented by the Mary Kay corporate office to run from Feb. 2015 to Feb. 2016. Independent Beauty Consultants will be able to leverage the campaign to reach out to potential customers ranging in age from to sell products and recruit. The campaign should be designed to increase market share among a core segment of Gen Y (Millennials) consumers, females 18-25 years old. SOLUTION As a part of the National Student Advertising Competition, our team developed a full 360 degree integrated marketing campaign that hit all touch points for our demographic. Our ads and campaign branding were influenced by the idea of love notes. Recall your childhood years when your mom would slip a sweet handwritten note in your lunch box. The concept of a handwritten note enables anyone to spread love and therefore become the personification of love.
DIY DESIGNS: POTATO SEASON DIGITAL PUBLICATION OVERVIEW Thanks to Pinterest just about everyone is jumping on the “do it yourself” bandwagon. However, many DIY tutorials lack a thorough explanation of the crafting process. CHALLENGE Create an innovative step-by-step arts and crafts projects manual that any audience can follow along with ease. SOLUTION The inspiration for this manual is based on the common phrase, “a picture is worth a thousand words.” Most DIY guides explain their process through writing only, offering very little visual reference. When each step of the guide is artfully photographed a crafter is never left wondering, “am I doing this right?” This manual also offers digital interactivity features meant to reflect the hands-on experience of actual DIY crafting.
GIVE IT TEETH BRANDING OVERVIEW A budding copywriter wanted a logo identity for his mantra, Give It Teeth. When I asked what he meant by this saying, he gave me the following explanation: “Communication arts should always have a purpose. Every piece should sink in deep. Its point should be sharp and its grip tight. It should make your jaw clench with anger or tremble with sadness. It should make you smile wide enough to share the gleam of every pearly white.” CHALLENGE To create a logo that embodies the essence of Give It Teeth for a copywriter. SOLUTION Knowing that the client is a copywriter, it was important to design pieces that would not distract from his artful words, but rather subliminally add to his “Give It Teeth” cause. The inspiration for this project was all literal. The identity was actually given teeth. The logo itself, represents a toothy grin, while the patterns found on the stationary are reminiscent of a gap toothed smile.
ANNUAL FAMILY CALENDAR HAND LETTERING OVERVIEW For the last 6 years I’ve been in charge of creating the annual Trifiletti family calendar. With an extended family stretched across 8 states and over 3000 miles, a calendar is a small memento to keep everyone in sync. CHALLENGE The annual calendar is typically a shutterfly.com collage of photos taken from the pervious the year. For 2014, I wanted to put my design school training to good use. SOLUTION The special touch of hand lettering was the natural solution. Just as every family is unique, so is every letter formed with pen and paper by hand. However, simply writing the months of the year didn’t seem like enough. A poem by Victorian era author, Sara Coleridge entitled The Months, became the perfect fit to compliment the vintage inspired letterforms.
SPECIAL THANKS THREE CHEERS This would not have been possible with out the kindness and generosity of those listed below. Thank you for everything! Truly. GREG PARKINGTON SAMANTHA PENA NATALIA MARALEJO GINA GRECCO DENY ERHLIC KARL BACHUS KRISTIN LEWIS DYLAN SPEED HAILEY MILLER LISA PAPADA MOM & DAD SMALL BOAT CREW AISD