PORTFOLIO 2019~2021
Catre inatum moenam senatiam ors accie coerus, se alem oc viderio cchilii ssenatu que ne apectam pero, con vis nostium imilinum teraribussul hacervidiis, querum ocrei sim omperuntis ferricae, quame perehen estrei consi spionsim halicau ctemquid mena nos, no. Ehebem revilis eto in vivem simperem te, Cati, quam ina, Ti. Econsus tuus, iam iam dessus obsedem, con tem noste tra cupimiu qua L. Am proribul vicaectatiam esce nul vid fur adessen dessum, Ti. Vala rentela re, territ prio effresis spie nequidit, quam peremendeo vivivirio, prae mus re propublinpra ina, ca mo
1
voltor atil hos, Catius crem host atur. Norbit, Cati, utum crit, estiam viliciae, nos, consus etiusa menam dem mentem inam aus, unium tum Palegilium auci fursulto ve, nihiliquod acis inatiqu onvenicitiam aur postea et L. Cupertilint omnihil intremo veresim popterem senterternum perit periurbi perte, publium isquos consis firmactem ia egere consu senic optis imis vis, nonerniam patum oc mene que tessilnemus vit Catilica nonsus. SABINA Aperit. ImOȚELEA occiis. Udenturori se, accipsedesigner conceptual nimoricii and pesimac vis, Catia graphic communication de cae ne adductodinam student. egerum et Catanum poeri pernis non
CONTENTS 000 001 002 003 004 005 006 007 008
PERSONAL INFORMATION DESIGN PHILOSOPHY TYPOGRAPHIC DESIGN THREE-DIMENSIONAL DESIGN APPLICATION PERSONAL BRANDING ART FUND BRIEF BRAND CREATION FOR NON-PROFIT INTERACTIVE BRANDING COMMUNICATION POSTER DESIGN
001// 002 003// 004 005// 010 011// 016 017// 020 021// 024 025// 034 035// 038 039// 042
SABINA OȚELEA conceptual designer and graphic communication student.
001
(SHE/THEY)
EDUCATION:
2019-
University for the Creative Arts, Farnham, Surrey, United Kingdom Specialisation: Graphic Communication
2015-2019
‘Saint Sava’ National College, Bucharest, Romania Specialisation: Natural Sciences
EXPERIENCE:
Freelance design experience: design for filmmaking, creating graphic assets for on-screen purposes, typographic design, editorial design, branding communication, art direction, non-profit brand communication.
SKILLS:
Design capabilities: typographic design,image manipulation, branding, editorial design, branding communication, user experience/interface design, motion graphics design, animation, art direction, creative direction. Adobe Suite: InDesign, Illustrator, Photoshop, XD, After Effects, Premiere Pro, Audition. Microsoft Suite: Word, Powerpoint, Excel, OneNote, OneDrive. Online communication: Microsoft Teams, Zoom, Skype. English proficiency: CEFR Level C1-C2. Interpersonal skills: great communicator, good collaboration skills, capable of working effectively within a team, strong leadership skills, great feedback and critiquing skills, critical and analytical thinker, great design strategist.
CONTACT:
E-mail: sabinaotelea2018@gmail.com Phone: +44 751 074 2889 Instagram: @spectraldaze LinkedIn: https://www.linkedin.com/in/ sabinaotelea/
002
001 DESIGN PHILOSOPHY an overview on my outlook on design and what I want to achieve with my creative practice.
003
SKILLS DEVELOPED x PERSONAL FINDINGS
Cab il imi, omnihicium lamus et faceror estorio nsequam iur re natin expernatus nimustiam aut ventiat iusaperum exerunt otatur?Lia delendae magnima alicitaquid magnia dolupti sus.Aborum, nis molores sanduntio. Os eos molum et acepel et que la de num estorem que net, ulpa dolorum iliqui officia quis volorumquis aut occum quiatur, optatquo ea sin et exerrorum qui ommos dis sandebis et optas ipsaper natecti uresequis quia dolorum accum aut doluptat libeaquiam eiciassi volupta ecestibea volori dicabo. Ut lautem imporum que cus aute corem excesed eum fugiam aceatur?Met eaquist, sit untia eici conem hitinctias est liaes diciis nus inciisi taeperum faces pratae pore occus ad quae prerum quuntur accum soles derumque eicium ut esti offic toriat ad modi tem cus escium reptatiatiam fuga. Ut rem rem. Lorem quates etur alit earionseque vid ut qui con con perio. Arum, imaximi, solorro tectur, te nonsequam fuga. Cerro doluptae non ea eatet eos et volupta prae venderum harum qui coruntur sitis atempost et ut dolupta tionsequi as sero dolore, temolupiciis qui si berferes doluptat qui illiquia esequat iument et voluptatio. Et mi, ommoluptat.Rum as remporro ipsume velescit lacerat uriatempor sin porem si aborepe liquas autem fugiae voluptatatur aligeni sitatur res coreper orerciis eiciumq uiatumItatus ad et et restis at dolupides maio eum illabores et quundae omnis aut aut volupta tisquiatibus eos adicipsam is es quat
004
002 TYPOGRAPHIC DESIGN examples of my typography work and the process behind it.
005
patience attention to detail perseverance
SKILLS DEVELOPED x PERSONAL FINDINGS
use of resources
pen-to-paper approach effective application
The first project I have embarked on during my university studies explored modular typography, from the creation of modular font families to their implementation on physical outputs. I have developed a modular typeface I have titled ‘Phosphene’, which was inspired by Man Ray’s illustrious solarised photographs from the series titled ‘The Age of Light’. The configuration of the typeface was derived from the physical phenomenon of the same name, which is described as a luminary sensation produced by something other than light. Phosphene aims to entice the viewer with a combination of bold and delicate forms, the project comprising the research of multiple surrealist concepts, such as illusions and dreams, adding an eerie atmosphere to language as a way of visual expression. Despite the conglomerates of shapes, the structure of the typeface is uncomplicated- a defined series of modules partly derived from the complex ink shapes of Rorschach tests. Having created this display typeface raised questions regarding readability and accessibility, aspects which I have become increasingly aware of as my work developed, which I would like to explore further as part of my design practice. This project culminated with the creation of a complete alphabet (with an assortment of glyphs), an A1 poster, as well as a type specimen. The typeface as well as the physical outcomes have been developed using a combination of features from Adobe Illustrator and Adobe InDesign.
006
007
Phosphene
by Sabina Otelea
Inspired by Man Ray’s illustrious solarised photographs from the series titled “The Age of Light” and the optical phenomenon described as a luminary sensation produced by something other than light, this typeface aims to entice the viewer with a combination of bold and delicate forms, adding an eerie atmosphere to language as a way of visual expression.
008 £86
010
003 3D DESIGN APPLICATION implementing design into physical spaces, through interaction and motion.
011
spatial awareness of design conducting extensive research diversifying resources SKILLS DEVELOPED x PERSONAL FINDINGS
detailed planning
eclectic sources of inspiration three-dimensional thinking
As an extension of the typographic project, I have created a three-dimensional structure, to represent the letter ‘o’ of the Phosphene typeface. This project has allowed me to experiment with design in motion, expanding on the concept of interactive design. The mirrors perform various circular motions, around their own axis, as well as within their available environment. These two motions describe the first level of interaction. The second level of interaction is defined by the influence light has over the structure and vice-versa. The light bounces off the mirrors, creating light patches and shadows onto the walls of the room in which the sculpture resides. The final level of interaction is between the sculpture and the viewers, who can see themselves from multiple angles at once, fragmented and perpetually in motion. As well as being a design piece, I wanted this structure to represent my design philosophy: creating visual pieces with a narrative that people can read and look into, and, by extension, starting a discussion through which people end up looking into themselves. This piece also serves as an homage to the work of Olafur Eliasson, his creative practice being highly influential for my outlook on design. The mirror structure was created using aluminium wire, transparent nylon string and acrylic mirrors, a selection of simple materials which I have expanded on to create a piece of design that is experiential and tactile.
012
014
016
004 PERSONAL BRANDING a critical exploration of my personal design aesthetic.
017
career goals future prospects self-analysis
SKILLS DEVELOPED x PERSONAL FINDINGS
immersion
personal design principles seeing design everywhere
In an attempt to materialise the design concepts I feel most attracted too, I set out to create a selection of personal branding elements that I could use for my social media platforms as well as my website. After experimenting with different configuration options, I have come up with what I now call the ‘ghost pod’ logo, associated to the title ‘spectraldaze’. These ideas came about from my view on how designers are perceived, particularly in online/virtual spaces. I have noticed an aura of mysticism associated with designers, which makes them appear as these ghostly, almost amoebic figures. This statement was also made in reference to my outlook on design. To me, graphic design is like a vesselit holds information and carries multiple ways of communication within it. And just like pouring a liquid into a glass, designers pour messages and meaning into their work, connecting aesthetics, ideas and people together. I want to be a part of a generation of designers that engages with practices from outside the field of visual design, while contextualising their findings within the realm of graphic communication. I want to produce work that makes me, as well as my audience, feel more engaged with the world around us, while simultaneously allowing us to expand our horizons when thinking of what our world could be. The assets for this project were developed using Adobe Illustrator, with the more organic version created in Adobe Photoshop.
018
SPECTRALDAZE SPECTRALDAZE
019
020
005 ART FUND BRIEF developing the communication and community infrastructure for an existing brand.
021
strategic thinking engagement strategies brand integrity
SKILLS DEVELOPED x PERSONAL FINDINGS
coherency
application methods effective communication
Over the summer of 2020, I have worked alongside a team comprised of two graphic designers and a game technician and developer to create a visual and contextual response to one of the 2020 You Can Now (YCN) live briefs, in collaboration with Art Fund. By developing a marketing campaign represented by a series of posters and social media campaigns, a website design and an infrastructure for engaging a community of students with the organisation’s projects and practices in the midst of the COVID-19 pandemic has enabled me to delve deeper into the world of design for non-profit organisations. This project was an opportunity for me to not only engage with ArtFund’s practices and guidelines, but to explore their audience and generate expansive solutions for satisfying their needs, as well as raising the organisation’s engagement with their student demographic from a remote perspective. In response to the brief, our team has decided the best design avenues to pursue were poster design as the main assets for the campaign, which was titled ‘You Can____with Art’, derived from ArtFund’s strapline “You Can Go Somewhere Else with Art”. While I tackled the task of designing the primary poster outcomes for the campaign and the website concept, our response explored multiple areas of design, the most notable being creative direction, poster and web design, augmented reality (through a series of Instagram filters our team has developed), audience research and engagement, and community infrastructuring. Assets were developed using Adobe Illustrator and InDesign for the poster and social media deliverables, Adobe XD for the website concept and Adobe Aero for the AR filters.
022
You Can Go Somewhere Else with Art.
You Can Find your Passion with Art.
Can Somewhere Else h Art. studentartpass.org
You Can Go Somewhere Else with Art.
studentartpass.org
023
studentartpass.org
024
006 BRAND CREATION developing a non-profit organisation, from values to aesthetics.
025
application of research audience research conceptualisation
SKILLS DEVELOPED x PERSONAL FINDINGS
in-depth analysis
audience engagement marketing solutions
As part of my academic practice, I am constantly faced with questions about my creative practice and the things that I am passionate about. I wanted to apply the insight gathered during the ArtFund project, by developing the concept for a non-profit organisation, from its values to its visuals, centred around one of my greatest passions outside of design: film. I developed an organisation that would encourage its audience to go to the cinema instead of using streaming platforms in a post-COVID-19 world. I started by looking at the things that resonated with me when I first started watching films actively and trying to understand the thought process behind them. The main aspect I identified is the togetherness that surrounds us when enjoying the same experiences. I wanted to evaluate the mentality behind shared experiences and implement the innermost aspects of that into the narrative of my brand. The deliverables for this project were the brand identity of the organisation as well as the contextual grounds for its values, all defined within a set of carefully constructed brand guidelines. The identity is entirely rooted in cinema, the logo being composed using rectangles of the same aspect ratios used for film screenings in various parts of the world. The outcomes have been applied to a series of products, including a subscription service that would provide consumers with a mystery ticket to a screening in a cinema in London, accompanied by an assortment of merchandise, all which has been conceptualised with sustainability in mind. The identity, product and packaging concepts have been designed in Adobe Illustrator.
026
027
028
030
031
032
033
034
007 INTERACTIVE BRANDING developing an online space and communication system for the NoSignal brand.
035
strategies for online spaces audience research adaptation
SKILLS DEVELOPED x PERSONAL FINDINGS
brand integrity
virtual thinking producing dynamic outcomes
With a solid foundation for the implementation of the NoSignal brand, I wanted to develop the concept for a five-page website that the organisation could operate on. Each page of the website serves a specific purpose and has been divided into clear sections depending on the types of content presented. The structure of the website is simple and intuitive, with clearly-titled pages: ‘Home’, ‘About’, ‘Support NoSignal’, ‘Shop’, and ‘Contact’. The website was designed to host all of the information necessary for the users to engage with the organisation in the most effective and all-encompassing way. It features information on screenings available in London and the venues which will host them, supported by editorial pieces which would be developed by the NoSignal team. The website would also host information on the brand’s values, its backstory and the organisation’s overarching goals and plans for future projects. As a way of providing a sustainable source of fundraising for NoSignal, I have developed a page from which users could purchase individual items or subscribe to the monthly service offered by the brand. I have included an option for users to donate directly to the brand if they wish to do so. The overall theme of the website is intrinsically linked to the brand’s identity and the filmmaking iconography employed. All assets have been designed in Adobe Illustrator and have ultimately been compiled into the website format using Adobe XD, and have been assigned animations and various dynamic elements depending on the type of interaction each asset harnesses. A loading screen animation has been developed using Adobe After Effects and attached to the website structure using the Anima plug-in for Adobe XD.
036
037
038
008 POSTER DESIGN exploring my preferred ways of making a visual statement.
039
underlying meanings effective communication exploration
SKILLS DEVELOPED x PERSONAL FINDINGS
cohesion
applying personal findings personal design style
In order to prevent my creative practice from getting monotonous, or to maintain a momentum of creativity, I enjoy setting personal briefs for myself that I can develop responses to. One of the avenues that I have pursued in depth using that system is poster design. Pursuing this avenue of design has allowed me to experiment with typographic placement and hierarchy, as well as curating messages that I strongly believe in. While effective communication is an integral part of my design practice, I enjoy pushing design boundaries as much as possible, playing with the ways in which design theory concepts can influence how audiences perceive and engage with the messaging and meaning of a designed piece. These small-scale personal experiments have enabled me to define a style of graphic design that I enjoy working with, which I also believe to be reflective of my design practice currently. For these poster designs, I have used a mix of Adobe InDesign for establishing a strong grid structure, Adobe Illustrator for refining the typography employed, and Adobe Photoshop for additional details and finishing touches. This selection of posters will dictate the direction in which my personal design style will evolve, as well as the statements I want to make as part of my future practice. I believe my generation is producing work that is converging towards the democratisation of design, with a focus on diversity and accessibility in terms of the subject matters and the methods of representation. That is an area that I would like to gain more experience in, through experimentation, as it would transform my practice into its most extensive, interdisciplinary form. From now on, my graphic design practice will continue to be a spectrum of progress and evolution.
040
041
042
for reading
E-mail: sabinaotelea2018@gmail.com Phone: +44 751 074 2889 Instagram: @spectraldaze