GRAPHIC DESIGN + LETTERING
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GRAPHIC DESIGN + LETTERING
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FREEHAND MAGAZINE
AVENUE TYPEFACE
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DUBLINERS
MAKE IT BETTER
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SEEDSTORE
PARKS LOVE ALL
Freehand Magazine For this project, the task at hand was to design a magazine that included creating and designing a masthead, developing a cover and feature story, and designing other assets within a magazine. Freehand is a design and art magazine that provides inspiration and insight within the creative world while focusing on inspiration in the world of hand typography and lettering.
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RESEARCH
FREEHAND MAGAZINE / ANDY AN
Research for this project started with me looking at existing design/ art magazines as well as non design/ art ones. Starting off, I knew already that I wanted to develop a concept for a design magazine while highlighting the trending style of handlettering and calligraphy.
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MASTHEAD
FREEHAND MAGAZINE / ANDY AN
Sketching utensils for mast head includes markers, pencil, calligraphic pens, and others. Masthead drivers were to be free handed, simple, bold, and clean. Spread shows various initial sketches towards the final concept and result on the right page.
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FINAL MASTHEAD
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COVER ITERATIONS This final cover was the result of many different iterations on the right page. The direction of this magazine was to be clean, simple, bold, and contemporary. Unused cover lettering was also then used in feature spreads as a way to incorporate past ideas.
FREEHAND MAGAZINE / ANDY AN
INITIAL SKETCH:
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ART / DESIGN
NATURE FINDS: Finding inspiration In the great outdoors!
VOLUME 1
GOING DIGTAL: When bexier curves come into play.
DAMON STYER: The Pre Vinylite Society
ART / DESIGN
VOLUME 001
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FREEHAND MAGAZINE / ANDY AN
PROCESS
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FINAL
FINAL DESIGN
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FINAL DESIGN
FREEHAND MAGAZINE / ANDY AN
Final design of the magazine shows off the cover, feature page, and feature spreads. Contents covers lettering, typography, and calligraphy. Time was also spent on creating featured lettering pieces on each page, however last page shown, highlights work from current handlettering artists.
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Dubliners Book To offer a redesign of the book Dubliners by James Joyce. Final book contained six chapter pertaining to Joyce short stories which includes Araby, Eveline, Two Gallants, The Boarding House, Clay, and A Painful Case. Design concept was to conceptualize Joyce’s stories into modern time set in the Bay Area while providing lettering to bring the quotes to life. Main chapter pages includes hand lettered quotes.
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DUBLINERS BOOK / ANDY AN
RESEARCH
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LETTERING PHOTOS
PHOTOGRAPHS: WERE TAKEN WITH THE HELP OF EMMA MARIE CHIANG
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LETTERING PROCESS
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DUBLINERS BOOK / ANDY AN
LETTERING CONCEPTS
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FINAL DESIGN
DUBLINERS BOOK / ANDY AN
Final design shows off cover and six chapter pages. The stories’ feature spreads offer hand-lettered quotes that highlight the main subject or point that I believe to be of focus while providing photographs that offered the stories a contemporary setting set in the Bay Area.
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DUBLINERS BOOK / ANDY AN
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DUBLINERS BOOK / ANDY AN
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Seedstore Seedstore is a small shop in the Inner Richmond district in San Francisco. Focusing in classic styles for men and women., the shop offers high quality, hand crafted, and fashionable goods. In the beginning of 2016, I collaborated with them on a graphic that embodies the meaning of their store.
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INSPIRATION
SEEDSTORE / ANDY AN
The small shop offers classic style in men and women such as quality jeans, crafted cut & sew pieces, and accessories that are made to last. While searching for inspiration, I found many of it, inside the store. The brands they offered carried an aesthetic of being hand-crafted, highquality, and personal.
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SEEDSTORE / ANDY AN
SEEDSTORE / ANDY AN
PENCIL SKETCHES
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SEEDSTORE / ANDY AN
SEEDSTORE / ANDY AN
DIGITAL SKETCHES
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ITERATIONS
SEEDSTORE / ANDY AN
These three designs were the result of the ideations. I wanted to continue on the aesthetic of hand-crafted and high-quality given the vintage vibe of the shop.
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SEEDSTORE / ANDY AN
FINAL DESIGN
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Avenue Typeface Avenue Typeface, was a project based on the neighborhood of West Portal in San Francisco and the many beautiful it had. The simple serif typeface has two styles regular and outline. Final design consist of a specimen book and poster.
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INSPIRATION
AVENUE TYPEFACE / ANDY AN
Research and inspiration required me to visit the beautiful neighborhood of West Portal to discover within the varying styles within. Small business and services of all kinds populate West Portal. It gives off the vibe of a small town in the midst of SF.
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AVENUE TYPEFACE / ANDY AN
SKETCHES After narrowing down the style to a simple bold serif that I wanted to convey the aesthetic of the neighborhood, I went through a process of sketching out the letterforms on paper.
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TYPEFACE
AVENUE TYPEFACE / ANDY AN
Final typeface offers two styles, regular and outline. This simple yet bold typeface has the small town vibes of West Portal.
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ABCDEFGHI JKLMNOPQR STU VWXYZ 0123456789 !?&#$., ABCDEFGHI JKLMNOPQR STU VWXYZ 0123456789 !?&#$.,
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AVENUE TYPEFACE / ANDY AN
FINAL DESIGN
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Make it Better The “Make it Better� statement offers a humble reminder that there are always room for improvement. Graphic was made for the Burgundy Suite Studios, a recording studio in San Jose.
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BRUSH WORK For this graphic, I went about producing the design through a simple script. With my experience in brush lettering, I was able to produce the sketches rather fast, while the refining took longer than expected.
REFINEMENT
MAKE IT BETTER / ANDY AN
After inking the final lettering, the design is then moved to Illustrator for refinement. Final design is shown on the next page.
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MAKE IT BETTER / ANDY AN
FINAL DESIGN
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Parks Love All “The issue of underserved populations is a critical one for the National Park Service in an increasingly diverse twenty-first century America.” (Myron Floyd) While National Park Service locations are open for the public, visitation number amongst minority groups disproportionately reflects their population number in America. As efforts are being made to reach out to underserved groups, more efforts should be made in doing so. The proposed solution is a a local level campaign promoting the parks that is reflective of the community they serve. Focusing on three main points, the campaign serves to be representational, multilingual, and informational in providing why parks are beneficial.
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INTRODUCTION Labeled as “America’s Best Idea”, the National Park Service serves the nation by managing over 400 units of national park locations including all parks, national monuments, and other natural, historical, and cultural sites for the enjoyment and education for the public and future generations to come.
PROBLEM STATEMENT There is a lack of diversity in National Parks visitors. Of their 307 million visitors last year (2015), only 20 percent were made up of minorities, despite their making up of more than 40 percent of the entire population. (Source: NPS Comprehensive Survey of American Public 2007-2008)
PURPOSE STATEMENT
PARK LOVES ALL / ANDY AN
Research for this project started with me looking at existing design/ campaigns. Those include Travel Oregon, Find Your Park, and VisionZero campaign.
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DIVERSITY IN PARKS? National Park Visitors
U.S.Population
78%
White, non-Hispanic 63.7%
Hispanic, any race
9% 16.3%
Black
7% 12.6%
Asian
3% National Park Visitors
U.S.Population
4.8% White, non-Hispanic
American Indian or Alaskan
63.7%
1% Hispanic, any race
.9%
9% 16.3%
0%
10%
20%
30%
40% Black
50% 7%
60%
70%
80%
12.6%
US POPULATION VS. NPS VISITORS
A survey labeled NPS Comprehensive Survey of the AmericanAsian People 2008-2009 for the NPS listed the demographics for park 3% visitors and show that visitors are more disproportionately white along with the groups population. The survey itself, excluded some racial and ethnic categories with small respondents, so numbers do4.8% not equal to 100. American Indian or Alaskan
1%
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.9% 0%
10%
20%
30%
40%
50%
60%
70%
DESIGN SOLUTION This proposed solution results in developing a local level campaign promoting the parks that is reflective of the community they serve. Focusing on three main points, The Bay Area campaign serves to be representational, multilingual, and informational in providing why parks are beneficial to groups in Bay Area.
PARAMETERS The parameters of the design includes developing and branding a parks campaign that all groups can benefit, interact, and engage with. Whether it’s through platforms such as its website, social media app, or its posters and ads, user will be able to learn, connect, and share the reasons on why parks are beneficial to one’s community, health, education, and world and why they should be loved upon.
SCOPE
PARK LOVES ALL / ANDY AN
Due to the scope of the issue and its complexity, this project focuses only on the design/marketing efforts, specifically developing and branding promotional materials such as posters and public transportation ads.
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DESIGN OBJECTIVES REPRESENTATIONAL: Being able to offer content that reflects the population of communities diversity in the Bay Area. Whether it be through pictures including people of color, narratives, and/ or different values of different groups, all should be able to reflect the diversity in the Bay Area with a culturally mindset.
BENEFITS + VALUES
MULTILINGUAL
MULTI-LINGUAL: Being multi-lingual means focusing in engaging groups through different languages. Top languages in San Francisco and Bay Area is English, Spanish, and Chinese. Making efforts to provide content representative of the population will make way in connecting with new and old groups.
PARK LOVES ALL / ANDY AN
BENEFITS: Beneficial: Benefits to parks include spiritual, physical, mental, intellectual, and cognitive.
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REPRESENTATIONAL
DESIGN OBJECTIVES
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BRANDING To further the design and the campaign as a whole, I wanted the branding to be simple and clean while the colors derived from the Find Your Park campaign as I wanted to pair the two as they both address the diversity problem.
PARKS PARKS LOVE LOVE ALL ALL
PARKS LOVE ALL
PARKS LOVE ALL
PARK LOVES ALL / ANDY AN
Discover YOUR National Parks.
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PARKS LOVE ALL
PARKS LOVE ALL
PARKS LOVE ALL Our Parks Together. Come Discover Your National Parks.
PARKS LOVE ALL #069d98
#5c5d2d
#a44a5a
FUTURA BOLD QUICK BROWN FOX JUMPS OVER THE LAZY DOG. 0123456789 !@#$%^&*+BOOK QUICK BROWN FOX JUMPS OVER THE LAZY DOG. 0123456789 !@#$%^&*+-
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CONCEPTS
PARK LOVES ALL / ANDY AN
To go about addressing the problem, I wanted to go about creating public transportation ads as they would connect to target communities as MUNI and BART are big transportation methods in the city. I want concepts to be multilingual to grasp a larger net towards minority groups. English, Chinese, and Spanish are top three spoken in the Bay Area.
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MULTI-LINGUAL: Other concepts show the use of multi-lingual messages. These make ways to connect with communities who may not know about national parks within the Bay Area. REPRESENTATIONAL: Features a person of color within ad as well as the local community with the Golden Gate Bridge in the background. BENEFITS: Big, bold, and simple. Message is engaging and easy to view. Message are seen by users and offers that parks, specifically national parks are beneficial to a community’s environment. SIMPLE: Nice, clean, engaing layout. Meant to be interacted with up close or from far away.
COLORFUL: Bright, bold, the ads needed colors that were able to be seen from far away. The concepts stuck with the color scheme that were applied to the branding of the campaign.
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PARK LOVES ALL / ANDY AN
FINAL DESIGN
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PARK LOVES ALL / ANDY AN
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THANK YOU! Hi, My name is Andy An and I am graphic designer/ letterer based out of San Francisco. I like lettering at cafe shops, hiking in the outdoors and exercising at the gym. I’m really into positive sayings with mine being, “Never stop, never settle”. Interested in colloborating together? Here’s my info! andyancreative@gmail.com behance.com/andyancreative @_andezy
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GRAPHIC DESIGN + LETTERING
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