Satomi Yuinawa by Satomi Yuinawa

Tangible Evidence

002 | Tangible Evidence

Tangible Evidence

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I’ve always been a curious person. The lure of the mysterious and the unknown excites me. I always wonder, “What’s hiding in the shadows?” So it comes as no surprise that I love mysteries, and I believe that solving mysteries is similar to problem solving in design. Both follow a similar process. First, we collect clues by researching the subject and all the ideas associated with it. We talk to key witnesses by taking a look at the target audience and their motives. Then, as good detectives do, we take all this evidence and create a pin board of ideas, with sketches, images and word lists to connect the facts and narrow down our suspects. We finally solve the mystery by creating designs - producing tangible evidence that can not be dismissed and bringing to

was to create tangible evidences of the brands I worked with to offer to the world something capable of being touched or felt and holds real substance.

INTRODUCTION | 005

light what was hiding in the shadows. My goal for this portfolio

006 | Tangible Evidence

Table of Contents 008 case of the devilish appetite 020 mystery of the perpetual pollution 030 a clue in the cultural celebration 038 case of the curious wonders 054 secret of the speedy scholar 064 case of the local squeeze 072 a study in divine serenity 088 mystery in the final frontier

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case #01

faust overview

objective

Where does the devil dine? A most fiery dining experience located in the heart of hell, FAUST serves up the freshest souls, cooked to perfection by executive chef Judas Iscariot. FAUST also carries a line of exclusive wines, aged from the holy blood of past popes. I consciously chose to not show any photos of the restaurant nor the dishes because I believe that each person’s image of hell is different and far more terrifying than what I could render.

Create a menu that sells the concept of a

soul-serving restaurant

2. Create products that invoke a dark but decadent atmosphere

3. Bring some humor to the dark side

solution I researched famous soul-sellers and fooddescribing adjectives and combined them together to create copy for the menu. I selected the typeface Mason for it’s dark elegance but used it sparingly to keep it from getting kitschy. Copperplate and Caslon were great supports with

director: Sean Bacon

their pointy serifs and larger families. The popes’

photographer: Nicole Espinoza

names were created with a very pointy calligraphy

date of incident: February 2013

nib to create nail-scratching effects on the bottles.

key words: Devilish, Fiery, Bold, Tongue-in-cheek color palette:

Wine bottles are differentiated by color on both the band and the wax seal to denote the number of years aged - red for 50, purple for 100 and

typefaces: mason, matrix

bold small caps,

black for 200 years.

copperplate, Adobe Caslon Pro

for internal use only Naming For a restaurant like FAUST, a

an elegant homage to the one of

distinctive and meaningful name is

the original soul-selling stories

necessary to bring this un-worldly

in literature. Written by Johann

experience to life. This required

Wolfgang von Goethe, the story is

a name that defined the nature of

based on the medieval legend of a

the restaurant while staying away

man who sold his soul to the devil.

from the obvious and the kitsch.

The association to this story helped

FAUST was the perfect choice -

cue the viewer to the concept.

010 | Tangible Evidence

artifacts

code: b = branding p = packaging d = digital

code

qty

description

date completed

P D B B

3 4 1 1

Wine Bottles

05.2015

iPad Screens

03.2015

Restaurant Menu

02.2013

Wine Menu

02.2013

1 2 3 4 5 6 7 8

| 011

012 | Tangible Evidence

| 013

014 | Tangible Evidence

A series of exclusive wines made from the blood of popes

| 015

016 | Tangible Evidence

FAUST | 017

iPad screens of the restaurantâ&#x20AC;&#x2122;s website

018 | Tangible Evidence

FAUST | 019

Restaurant menu and wine list

020 | Tangible Evidence

| 021

case #02

ban the bottle overview

objective

An interactive mobile campaign to inspire change in plastic bottle usage and pollution. Since people are increasingly relying on their phones as their main source of information, I thought making a mobile-only campaign would be more effective and reach a wider audience through texting and social-media sharing. The project went through many rounds of wireframes to ensure that the interaction would flow smoothly from one section to the next, while still making it easy and fun to navigate.

1. Campaign against platic bottle pollution with a mobile friendly experience

2. Create an unique user-flow that engages the viewer to interact with the site

3. Keep in mind that the objective is not to scold, but to promote helpful ways to keep the environment free of pollution

solution Tell the story of the plastic bottle journey, from creation to pollution. The colors were inspired by watercolor paint swatches and the various greens and blues associated with water. For typeface choices, I decided upon a mixture of Libre Baskerville and Open Sans - both are web-safe

director: Paul Drohan

fonts and work great on mobile. Libre Baskerville

date of incident: October 2014 key words: Campaign, Water, Knowledge, Journey

adds a seriousness without being overbearing, while Open Sans displays information in a friendly and clear manner. The movement and

color palette: typefaces: Libre Baskerville, Open Sans

interactions with the phone drive the story further to engage the viewer.

for internal use only The Big Idea How do we inspire change and

Unique user interaction engages

convey an important message

the audience while conveying the

in an understandable and

story and solutions in a fresh way.

non-aggresive way? I used a

The campaign concludes with

mobile-only approach to reach a

three different call-to-actions,

younger audience since they are

depending on the level of the

the ones that will have to live with

userâ&#x20AC;&#x2122;s commitment, and gives

the consequences of our actions.

opportunity for everyone to help.

022 | Tangible Evidence

artifacts code

qty

D B B

1 1 1

code: b = branding p = packaging d = digital

description

date completed

Mobile Campaign Site

03.2014

Environmental Poster

03.2014

Trash Can Sticker

04.2015

1 2 3 4 5 6 7 8

| 023

024 | Tangible Evidence

BAN THE BOTTLE | 025

User must interact with mobile device to gain access to the next screen

026 | Tangible Evidence

028 | Tangible Evidence

BAN THE BOTTLE | 029

Bus stop advertisement, sticker on trash can Trash Can with Sticker

030 | Tangible Evidence

| 031

case #03

world cultures overview

objective

A series of postcards, bookmarks and banners to celebrate the centennial of San Diego City College and its World Cultures Program. This was a collaborative effort with Koa Hudgens for a special one-time Centennial Design class. I also worked with the directors of the World Cultures department to create vinyl banners for the SDCC campus. The concept focused on the idea that no matter who we are, we are all part of the human culture.

1. Create collateral to celebrate the Centennial celebration of City College and its programs

2. Design flyers that encourage students to attend World Cultures events around campus

3. Utilize brand drivers such as “Embracing urban diversity” and “Education without borders.”

solution The colors were derived from the school color palette for the Centennial Spring semester postcards and changed to fall-inspired tones for Fall semester. The typeface was taken from the brand manual created by Mires Ball. I used

director: Sean Bacon and Candice Lopez

the banner shape in various ways to denote celebration and festivities. The idea behind the

photographer: Nicole Espinoza

bookmarks was that they were to be released

date of incident: November 2013

at the begining of each month of the semester

key words: Cultural, Celebration, Education

to keep events relevant and interesting to the students. The trio of blending faces in the

color palette:

postcards support the concept that we are all

typefaces: Whitney

united under one human culture.

for internal use only Brand Extension San Diego City College received

used the same typeface as the

a brand new look for the next

Centennial branding. We strongly

century of their existence. How

echoed messages of “Embracing

do we apply the same spirit of

urban diversity” and “Education

celebration while calling special

without borders” which were taken

attention to the World Cultures

from the brand drivers found in

Program? We pulled the color

the brand manual.

palette from school colors and

032 | Tangible Evidence

artifacts code

qty

B B B

2 4 4

code: b = branding p = packaging d = digital

description

date completed

Postcards

05.2015

Bookmarks

03.2015

Environmental Banners

02.2013

1 2 3 4 5 6 7 8

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SEPTEMBER L

Thurs 4

Chopra Day

12:50-2:10 p.m. Saville Theatre

Historical Development of the Constellations

5:25-6:40 p.m. S -316 Planetarium

http://www.jazz88.org/jazz-live

Thurs 11 Dr. Lisa Will

Historical Development of the Constellations

8:00-9:30 p.m. Saville Theatre

Wed 17

Wed 10 Dr. Lisa Will

A Tribute to Lou Curtiss

2:15-3:15 p.m. Break out activities: Hooping with Shon Nelson, Yoga with Dede Bodnar (Outside of Saville) Traditional Healing with Carlos Calderon Granados (Saville Lobby)

Tues 9 Jazz Live:

Chopra Center speaker Kali Love Mindfulness: Transforming a New You

12:50-2:10 p.m. S -316 Planetarium

Tues 23

Mon 29

Dr. Thomas Hayes

Darlene Harris

Sam Quinones, Author:

9:40-11:00 a.m. V101

11:10-12:30 p.m. V101

12:50-2:10 p.m. V101

Unjustified Crimes of Passion

Economic Inequality in American Politics

True Tales from Another Mexico http://www.samquinones.com/ Storytelling/Immigration

http://www.chopra.com/programs/ workplace-wellbeing/studies-show

OCTOBER D

Thurs 9

Documented,

Tues 14

Jazz Live:

a film about illegal immigration by Pulitzer Prize-winning journalist, Jose Antonio Vargas

http://www.jazz88.org/jazz-live

We Were Here 11:15-12:30 p.m. V101

http://mattdelapena.com/bio/

http://www.sandiego.edu/ peacestudies/institutes/ipj/ programs/women-peacemakers/

Wendy Greene & Terry Wilson

Fri 31 - Sun 16 All Night Strut Theatre Production -

Music from the 30’s & 40’s

“Day of the Dead” Medieval Spiritual Music and Dance

Friday & Saturday Oct. 31, Nov. 1, 7, 8, 14, 15 @ 8 p.m Sunday Matinee Nov. 2, 9, 16 @ 2 p.m. Tickets: $15/$10 (Seniors/ Military/Students) Saville Theatre

12:45-2:10 p.m. Black Box Theatre - AH348

Thurs 23 Matt de la Peña, Author:

11:15-12:30 p.m. MS-162

http://joseantoniovargas.com/

Wed 29

(USD Joan Kroc Institute for Peace & Justice)

8:00-9:30 p.m. Saville Theatre

12:50-2:15 p.m. Saville Theatre

Wed 22 Women Peacemakers

Joshua Breakstone Trio

D P

Lecture Documentary Performance

jrichard@sdccd.edu

NOVEMBER

FALL

2014 WORLD CULTURES

Tues 4

Thurs 6 - 15

Brian Hu, Artistic Director Pacific Arts Movement

San Diego Asian Film Festival

Jazz Live:

Ultra Star Theatre at Mission Valley

8:00-9:30 p.m. Saville Theatre

San Diego Asian Film Festival Promo

Wed 19 Longoria Affair,

a film about the Mexican American Civil Rights Movement by Peabody Award winner John V. Valadez

http://www.jazz88.org/jazz-live

http://www.thelongoriaaffair.com

DECEMBER L

Mon 1

Tues 9

Fri 5 - Sat 6

World AIDS Day

Jazz Live:

“City Moves”

11:00-2:00 p.m. Gorton Quad

8:00-9:30 p.m. Saville Theatre

http://www.jazz88.org/jazz-live

Friday - 8 p.m. Saturday - 2 p.m. and 8 p.m. Tickets: $10 (Cash only) Saville Theatre

Kaylee Garland and Ellen Turkel

San Diego City College 1313 Park Blvd. San Diego, CA 92101

Earl Thomas and the Rhumboogies

Student and Faculty Dance Concert

arincon@sdccd.edu

For more information: Co-Director: Karen Lim, klim@sdccd.edu Co-Director: Elizabeth Meehan, emeehan@sdccd.edu Information Assistant: Lupita Florian World Cultures Office: AH 102b, 619-388-3552 Performing Arts: June Richards, 619-388-3617 Dance: Alicia Rincon, 619-388-3563 Jazz Live: Mark DeBoskey, 619-388-3759

Saville Theatre 14th & C Street City College Trolley Station 11th & C Street Like us on Facebook at: The World Cultures Program at San Diego City College

World Cultures Office AH 102B | 619-388-3552

Jazz 88 Members free, $10 General Admission, $5 Students San Diego City College 1313 Park Blvd. San Diego, CA 92101 Saville Theatre (14th & C Street) http://www.sdcity.edu/worldculture Designed by: Kekoa Hudgens and Satomi Yuinawa

Tues 3

Exploring Campus Services:

A Panel Discussion with Health Services, Mental Health Counseling, Veteran & Military Resources

11:10 am - 12:35pm Room V101

Katie Rodda: Krodda@ sdccd.eduz

Tues 10 Jazz Live: Mark Elf Trio 8:00 am - 9:30pm Saville Theatre www.jazz88.org

Wed 18 Sofia Laurein: Constitutional Jeopardy 12:45 pm - 2:10pm Room V101 Sofia Laurein: slaurein@ sdccd.edu

For more information: http://www.sdcity.edu/ WorldCultures

Students Riley Brann and Michelle Preciado speak as Participants in Salzburg Global Citizenship Program

9:40 am - 10:55pm Room V101 Katie Rodda: Krodda@ sdccd.eduz

Tues 10 Jazz Live: Mark Elf Trio 8:00 am - 9:30pm Saville Theatre www.jazz88.org

Wed 18 Sofia Laurein: Constitutional Jeopardy 12:45 pm - 2:10pm Room V101 Sofia Laurein: slaurein@ sdccd.edu

For more information: http://www.sdcity.edu/ WorldCultures

Tues 10 Empowerment Through Travel: Students Riley Brann and Michelle Preciado speak as Participants in Salzburg Global Citizenship Program

9:40 am - 10:55pm Room V101 Katie Rodda: Krodda@ sdccd.eduz

Tues 10 Jazz Live: Mark Elf Trio 8:00 am - 9:30pm Saville Theatre www.jazz88.org

Wed 18 Sofia Laurein: Constitutional Jeopardy 12:45 pm - 2:10pm Room V101 Sofia Laurein: slaurein@ sdccd.edu

For more information: http://www.sdcity.edu/ WorldCultures

SAN DIEGO CITY COLLEGE

9:40 am - 10:55pm Room V101

Empowerment Through Travel:

11:10 am - 12:35pm Room V101

sdcity.edu/CollegeServices/ StudentSupportResources.aspx

MAY

Students Riley Brann and Michelle Preciado speak as Participants in Salzburg Global Citizenship Program

Tues 10

MAY | World Cultures 2014

Empowerment Through Travel:

sdcity.edu/CollegeServices/ StudentSupportResources.aspx

APR | World Cultures 2014

Tues 10

APRIL

sdcity.edu/CollegeServices/ StudentSupportResources.aspx

SAN DIEGO CITY COLLEGE

Tues 3

Exploring Campus Services:

SAN DIEGO CITY COLLEGE

Tues 3

MAR | World Cultures 2014

SAN DIEGO CITY COLLEGE

World Cultures 2014

Hal Galper Trio

11:15-12:35 p.m. MS-162

www.sdcity.edu/worldcultures

FEB |

Tues 18

12:45-2:10 p.m. V101

For more information visit:

034 | Tangible Evidence

sdcity.edu/CollegeServices/ StudentSupportResources.aspx

Tues 10 Empowerment Through Travel: Students Riley Brann and Michelle Preciado speak as Participants in Salzburg Global Citizenship Program

9:40 am - 10:55pm Room V101 Katie Rodda: Krodda@ sdccd.eduz

Tues 10 Jazz Live: Mark Elf Trio 8:00 am - 9:30pm Saville Theatre www.jazz88.org

Wed 18 Sofia Laurein: Constitutional Jeopardy 12:45 pm - 2:10pm Room V101 Sofia Laurein: slaurein@ sdccd.edu

For more information: http://www.sdcity.edu/ WorldCultures

Postcard Flyers and Bookmarks that advertise special events

| 035

036 | Tangible Evidence

WORLD CULTURES | 037

Environmental Banners

038 | Tangible Evidence

| 039

040 | Tangible Evidence

1 2 3 4 5 6 7 8

1 2 3 4 5 6 7 8 9 10

case #04

hidden wonders overview

objective

The theme of hidden mystery and discovering wonder was selected for the Old Globe Theatre’s 2015 Season. Inspired by children’s literature, the green outdoors and Elsa Mora’s paper-cut art, I created collateral material including t-shirts, theatre program, magnetic paper doll kit, and a mailer that promoted this series of plays. The color palette was chosen to represent the wonder of springtime, when all

1. Interest target audience of girls 5-10 years of age who love literature

2. Create items that bring home the essense of springtime and plays

3. Create a typographic solution that denotes whimsy, girlishness, nature, and play themes

solution The three stories are centralized around a little girl in a world of wonder so I chose typefaces that exuded girlishness and magic. Sofia and Gabriela

things are in bloom.

were a perfect match. There are hidden elements from each play incorporated into the letters of the hand-crafted “WONDERS.” The color palette was

director: Amy Levine

derived from nature during springtime; however,

photographer: Nicole Espinoza, Melanie Enriquez date of incident: March 2014

I favored the darker green colors to add a sense of mystery of the deep forests. I chose a folding method for the mailer to give off an element of

key words: Magical, Girlish, Curiosity, Whimsy, Natural

suprise when opened by the viewer. I designed

color palette:

capture the target audience’s attention.

all collateral with details and hidden elements to

typefaces: Gabriela, Sofia

for internal use only Target Audience Theatre attendance is in a decline

memorable experience so that

- less young people are attending

the audiences are willing to return

and the older generation is not

as they grow older. The choices

sustaining occupancy. I wanted

of plays were based on classic

to create a new customer base of

children’s literature since they are

future theatre patrons by creating

enjoyable for all generations of

a season for children. I sought

the family, and familiar enough to

to make play-going a fun and

interest young girls.

artifacts code

qty

B B B B

3 1 1

description

date completed

Theater Mailer & Envelope

03.2014

Response Card

03.2014

T-Shirt

04.2015

Tote Bag

04.2015

Magnetic Paper Doll Set

04.2015

Environmental Banners

03.2014

HIDDEN WONDERS | 041

code: b = branding p = packaging d = digital

042 | Tangible Evidence

| 043

044 | Tangible Evidence

Sequential opening of the theatre mailer

| 045

046 | Tangible Evidence

T-shirts and tote bag

| 047

048 | Tangible Evidence

HIDDEN WONDERS | 049

Magnetic paper doll kit

050 | Tangible Evidence

HIDDEN WONDERS | 051

052 | Tangible Evidence

HIDDEN WONDERS | 053

Environmental banners

054 | Tangible Evidence

| 055

case #05

inside - educational books overview

objective

An educational learning system that makes accelerated learning feel like being inside of an exciting ride. I used bright colors and vibrant images of amusement park rides to capture and retain the interest of the students, conveying a sense of fun and excitement. Since workbooks are the traditional method of education, I decided to pair them up with a modern solution to create a more immersive and effective learning experience.

1. Capture the attention of students 8-10 years old who are in an accelerated learning program

2. Design workbooks that engage students 3. Create interactive DVD screens that correspond and support workbook pages

solution I created these books around an amusement park theme to engage a young audience. I chose Univers for its gender-neutral look with a clean and easily read style. Its very large family allowed for nice consistency through all the collateral. The bright colors make anything seem more exciting and so I worked with them to create

director: Amy Levine

a thrilling mood. The words displayed on the

date of incident: April 2014

covers are meant to inspire the feelings on a

key words: Fast, Bright, Thrilling, Educatinal

ride - whirling, soaring, and moving forward at

color palette:

incredible speeds. The colorful DVD screens were designed to carry the same vibrant mood in a

typefaces: Univers

digital space while using similar imagery from the books to create a unifed system.

for internal use only Positioning A new approach - no more

immersive learning experience.

outdated computer games, tedious

By utilizing the pairing of time-

flashcards or 100-page reading

tested workbooks with newer

assignments. Make accelrated

technology, I sought to keep the

learning fun and effective by

students of today engaged in

usiing a tool kids would never turn

learning, while positioning the

down - TV. I created a system to

book series to take advantage of

use workbooks concurringly

an untapped textbook sector.

with DVDs to produce a more

056 | Tangible Evidence

artifacts

code: b = branding p = packaging w = web

code

qty

description

date completed

B B D P

4 4 3 1

Book Covers

04.2014

Workbook (Interior Pages)

01.2015

DVD Screens

01.2015

DVD Disc & Case

04.2014

1 2 3 4 5 6 7 8

| 057

058 | Tangible Evidence

Workbook covers

| 059

060 | Tangible Evidence

INSIDE | 061

Workbooks and DVD screens work together to create an immersive learning experience

062 | Tangible Evidence

INSIDE | 063

DVD screen, disc and case

064 | Tangible Evidence

| 065

066 | Tangible Evidence

1 2 3 4 5 6 7 8

case #06

juice du jour overview

objective

A â&#x20AC;&#x153;farm-to-juiceâ&#x20AC;? juice bar that collaborates with local farms to produce the freshest, highquality juice in town. I created all of the fruit and vegetable illustrations using construction paper and acrylic paint, which produced a unique texture. This juice bar uses a handlabeled sticker system on their pre-packaged juices to accomodate the frequently changing menu determined by produce availability.

1. Target audience is 30-45 year old women on the go who to improve their health

2. Create an environment that is warm and friendly, unlike other sterile juice bars.

3. Support local farms and neighborhoods as part of their brand message.

solution The color palette was taken from the produce, contrasted with cream and dark greys. I deliberately did not choose the colors white or black to create subltle distinction from other juice bars with their stark white sterile environments.

director: Sean Bacon

Cream adds warmth and a hint of the farm where

photographer: Sam Spratt

the produce comes from. I selected typefaces

date of incident: May 2014

that felt feminine, sophisticated and friendly. Mrs.

key words: Fresh, Friendly, Handmade, Local

Eaves and a dash of Bombshell pro on charcoal grey feel like a menu chalkboard. Inexpensive

color palette: typefaces: Mrs. Eaves, Bombshell Pro

stickers were produced and adhered to bottles and cups as needed. A wall flooded with illustration created a feminine and inviting space.

for internal use only Competitive Analysis It was important to use an

a minimal white color palette.

illustrative approach with warm

It made them seem sterile and

colors to radiate a friendly and

machine-like, not natural and

natural feeling to Juice du Jour.

hand-made. I created designs

While researching competitive

that would allow Juice du Jour to

juice bars, I found that most of

connect with their target audience

them used a typogaphic approach

while helping to differentiate them

in a modern, sans serif style with

from the competition.

artifacts qty

B B B B B

1 1 1 1 1

description

date completed

Juice Cup

03.2015

Frequent Customer Card

03.2015

Juice Label

03.2015

Tote Bag

03.2015

Environmental Mural

05.2015

JUICE DU JOUR | 067

code

code: b = branding p = packaging d = digital

068 | Tangible Evidence

JUICE DU JOUR | 069

Frequent customer card, juice label and tote bag

070 | Tangible Evidence

JUICE DU JOUR | 071

Stamps on the frequent customer card

072 | Tangible Evidence

| 073

case #07

minerva spa retreat overview

objective

A holistic fountain of youth and sanctuary for women, based around the mythology of Sulis Minerva, the Roman goddess of bath and healing. With its calming blue color palette and marble-inspired textures, I sought to create an atmosphere of serene elgance. Vesuvius is the name of the spa that is located within the heart of the hotel. Inspired by the thought that Roman goddesses would have used this iconic volcano as their sauna, most of the products I created for Vesuvius are volcanically-infused.

1. Create a sanctuary for busy women ages 40-55 who need an escape from the daily grind

2. Design a sub-brand that supports the concept of Minerva Spa Retreat

3. Create elegantly unique collateral for the products of both brands

solution Bring back the mythology of Sulis Minerva while celebrating that every woman should be treated like a goddess. I needed a classical roman typeface with a feminine touch so Garamond was perfect for the logo. I paired it with Sweet Sans to bring it into the modern age but still keep the elegant feel. I used marble textures to reference

director: Candice Lopez

the Roman sculptures, as well as the marble sauna

photographer: Nicole Espinoza date of incident: September 2013

located within the hotel. Stone patterns denote the spa and bath without referring to the age-old

key words: Sanctuary, Relaxation, Feminine, Elegant

water drop iconography. The curves of the stone

color palette:

are also reminiscent of the female figure. The

typefaces: Adobe Garamond Pro, Sweet Sans

color palette was derived from water but tweaked specifically for the brand.

for internal use only Brand Architecture I wanted to create a sub-brand

brand fits the â&#x20AC;&#x153;endorsedâ&#x20AC;? category

around the unifying theme of

since it benefits from a strong

Roman history and powerful

association with the parent brand.

forces. Vesuvius is the spa that is

Although it is not as customer

located in the hotel. It is part of a

facing as Minerva, it was vital that

unifying system due to the use of

Vesuvius have a compelling look the same typefaces and references that unified it with Minerva while to stones and rocks This substill differentiating as a brand.

074 | Tangible Evidence

artifacts code

qty

B B B B P P B B

1 1 1 1 3 1 1 1

code: b = branding p = packaging d = digital

description

date completed

ID Manual

05.2015

Bath robe

10.2013

Slippers

10.2013

Water Carafe & Glass

10.2013

Cosmetic Products

04.2015

Gift Bag & Product Boxes

04.2015

Stationery & Business Cards

10.2013

Door Sign

04.2015

1 2 3 4 5 6 7 8

| 075

076 | Tangible Evidence

| 077

078 | Tangible Evidence

Beauty products and gift bag

| 079

080 | Tangible Evidence

| 081

082 | Tangible Evidence

MINERVA | 083

Robe, slippers, water carafe with glass and in-room bathtub

084 | Tangible Evidence

MINERVA | 085

Identity manual for Minerva Spa Retreat

086 | Tangible Evidence

MINERVA | 087

Stationery system, digital screens and door sign

088 | Tangible Evidence

| 089

090 | Tangible Evidence

1 2 3 4 5 6 7 8

case #08

star trek overview

objective

A military-recruitment inspired branding project for a Star Trek Convention. Specialty/ nichĂŠ conventions are on the rise, especially with the popularity of Comic-Con in San Diego. This project was inspired by my love for this franchise as well as the vast greatness of outer space. I strived to create an experience that was as close as one could get to becoming a Starfleet cadet while engaging all fans to boldy go where no one has gone before.

1. Create an engaging brand campaign for the Star Trek Conventions

2. Make a companion phone app that aids in the enjoyment of the convention goer

3. Create collateral that makes the user feel like a recruited cadet in Starfleet

solution After researching military recruitment posters, I created my own set of posters featuring the main characters from the original series of Star Trek. I chose Klavika for itâ&#x20AC;&#x2122;s technical feel with a humanistic touch. The color palette is derived

director: Sean Bacon

from uniforms worn on the show as it helps

photographer: Nicole Espinoza

differentiate divisions within Starfleet. These

date of incident: April 2013

colors are used in the app as well as other

key words: Fun, Space, Nerdy, Bold

collateral to make the experience tailored to fit the user. I did competitive research on other

color palette:

convention apps through the App Store, finding

typefaces: Klavika, Roddenberry

out what worked and what was problematic through the app reviews.

for internal use only User Experience The goal was to create a

entertainment, educational,

memorable experience to further

escapism, and aesthetic. Not

bond the user with the brand.

only is the app a helpful tool to

Convention-goers already love

navigate the convention, it also

the brand and now this is as close

enhances the brand experience

as they can get to being a real

and creates an indelible

Starfleet cadet. User experience

impression in the mind of the user.

fits all realms of engagement -

artifacts

code: b = branding p = packaging d = digital

qty

description

date completed

D B B B B B P

1 3 1 3 2 1 1

Mobile App

12.2014

Posters

04.2013

Certificate

03.2015

Pins

03.2015

Sticker

03.2015

T-Shirt

03.2015

Cadet Kit Box

03.2015

STAR TREK | 091

code

092 | Tangible Evidence

| 093

094 | Tangible Evidence

App Screens match the colors of Starfleet Division that the user chooses to join

| 095

096 | Tangible Evidence

| 097

098 | Tangible Evidence

STAR TREK | 099

Cadet Kit includes t-shirt, pass holder, pins, stickers and certificate

LOGOS row 01

First aid kit for kids, a play from the Old Globe Theatre’s 2015 Season, residential construction company

row 02

A play from the Old Globe Theatre’s 2015 Season, medical research facility, center dedicated to astronomical research

row 03

Skeet shooting company, a play from the Old Globe Theatre’s 2015 Season, personal identity for a jewelry maker

row 04

An academic program, cat cafe, ladies social group based around food

land

terstellar search

cility

OH CO

n institute research center

OH interstellar research

fa c i l i t y

interstellar research fa c i l i t y

royan institute stem cell research center

der Won a l nd

royan institute stem cell research center

katy gaston

Katy Gasto

katy gaston

Katy Gasto

nterstellar

research ac i l i t y

yan institute

cell research center

LOGOS | 101

Thank You To all that have helped me on this path, I thank you from the deepest part of my heart. Special thanks to all the professors in the Graphic Design Program at SDCC who helped make this book possible. Thank you Yvonne Anaya and Denise Vega for the friendship we have formed over the past three years. To Bridget Kilgallon, you are “the Spock to my Kirk” and I am honored to have found a great support and friend! To all of my dear friends and family, thank you for understanding and staying by my side during this tumultuous time. Special credits to Lauren and Haylie Colton, Sarah Joyce Conte and Melanie Enriquez for their work on the “Hidden Wonders” project. But most of all, a tremendous thank you to N.M.B. - you are

102 | Tangible Evidence

my secret weapon. THANK YOU AGAIN!!!

Colophon CONTACT: satomi.yuinawa@gmail.com SAN DIEGO CITY COLLEGE 1313 Park Blvd. San Diego, CA 92101 FONTS Domaine Neutraface SOFTWARE CS6

THANK YOU | 103

PAPER Red River 50lb. Premium Matte Double Sided