Th13teen by Tamara Mahdi

A DESIGNER’S PORTFOLIO

WELCOME TO TH13TEEN

This design portfolio summarizes an exciting journey I am venturing in the visual design ecosystem, from branding, to corporate identity, print layout, web and fashion content design.

Tamara MAHDI

PROFILE

After graduating from the Deutsche Schule Beirut, I pursued my design studies in the Lebanese American University and earned a BS in Graphic Design - print emphasis. Fascinated by the digital world, I opted to study web design for a year. I have gained experience in advertising, events planning, and fashion industry; where I enjoy combining business with passion.

CONTENTS

1BRANDING DESIGN 2 VISUAL IDENTITY DESIGN 3 POSTER DESIGN 4 TYPOGRAPHY DESIGN 5 EDITORIAL DESIGN 6 ACCESSORY SHOOT LAYOUT DESIGN IN U MAGAZINE 7 ART DIRECTION OF PHOTO SHOOTS IN U MAGAZINE

1BRANDING DESIGN This section showcases my branding work. The design project encompassed logo, website, menu, and stationary kit.

ART DIRECTOR OF BUNZ

BUNZ City Mall ad

BUNZ is a bagel coffee shop based in Bliss street, Beirut.

BUNZ wifi logo

BUNZ Shoot

BUNZ business card

BUNZ website

BUNZ chalk menu board

YOUR BAGEL SHOP OUR BAGELS ARE HOMEMADE, FRESHLY BAKED AND SERVED WITH LOVE.

BUNZ pull-up ad

BUNZ billboard ad

WECANCERVIVE ticket

WECANCERVIVE logo

DESIGNER OF THE WECANCERVIVE EVENT IDENTITY & CAMPAIGN

WECANCERVIVE was a fashion show event created to raise funds for the May Jallad Foundation, a NGO supporting breast cancer. I worked on the logo, ad and event activation. WECANCERVIVE ad

Maison Mo door signs

DESIGNER OF THE MAISON MO IDENTITY & DESIGN KIT Maison Mo logo

Maison Mo is a boutique hotel opening soon in GCC.

Maison Mo business card

Maison Mo Hotel

Dubai

Maison Mo envelope

Capital. 1,000,000,000 A. UAE - Duabi T. 00961 1 234 567 F. 00961 1 234 567 E. info@maisonmohotel.com www.maisonmohotel.com

Maison Mo letterhead

Bare Me logo

Bare Me website

Bare Me tag Bare Me business card

Bare Me illustrations

DESIGNER OF THE BARE ME IDENTITY & DESIGN KIT

Bare Me is an image consultant agency that also designs plus size trendy illustrated t-shirts.

Bare Me pattern

Cakering logo and font

DESIGNER OF THE CAKERING IDENTITY & BUSINESS CARD Cakering is a pastery shop that specializes in baking low fat cupcakes.

Cakering business card

The Olive Tree logo

The Olive Tree paper bags

DESIGNER OF THE THE OLIVE TREE IDENTITY & DESIGN KIT

The Olive Tree is an organic mini-market.

The Olive Tree website

The Olive Tree flyer

The Olive Tree business card

DESIGNER OF PACE E LUCE’S PROMOTION CAMPAIGN Pace e Luce is a prestigious beauty salon in Lebanon & and the MENA region.

STUN THE CROWD THIS NOVEMBER! INDULGE YOURSELF AND BENEFIT FROM THE SUPERB OFFER AT

1. WITH EVERY HIGHLIGHT GET A HAIRCUT FOR FREE 2. WITH EVERY HAIR COLOR TREATMENT GET A HAIRCUT FOR FREE 3. WITH EVERY CUT GET A BLOW DRY FOR FREE 4. WITH EVERY HIGHLIGHT AND HAIR COLOR TREATMENT, GET A CUT AND BAIN D'HUILE FORE FREE THIS OFFER IS VALID DURING WEEK DAYS, MONDAY THROUGH FRIDAY.

Pace e Luce tickets Stun the crowd this November! Indulge yourself and benefit from the superb offer at

1. with every highlight get a haircut for free 2. with every hair color treatment get a haircut for free 3. with every cut get a blow dry for free 4. with every highlight and hair color treatment, get a cut and bain d'huile fore free This offer is valid during week days, Monday through Friday.

STUN THE CROWD THIS NOVEMBER! INDULGE YOURSELF AND BENEFIT FROM THE SUPERB OFFER AT

1. WITH EVERY HIGHLIGHT GET A HAIRCUT FOR FREE 2. WITH EVERY HAIR COLOR TREATMENT GET A HAIRCUT FOR FREE 3. WITH EVERY CUT GET A BLOW DRY FOR FREE

Pace e Luce ad

4. WITH EVERY HIGHLIGHT AND HAIR COLOR TREATMENT, GET A CUT AND BAIN D'HUILE FORE FREE THIS OFFER IS VALID DURING WEEK DAYS, MONDAY THROUGH FRIDAY.

Pace e Luce campaign

AREMCO company profile

AREMCO logo

DESIGNER OF THE AREMCO HOLDING IDENTITY AND KIT

AREMCO is a holding company in Lebanon. Carat*

Prepared for: Secrets International T/A Carat* Prepared by: AREMCO HOLDING S.A.L Purpose: Carat* MENA exclusive license & distribution Monday 7th, May 2012

AREMCO letterhead

AREMCO business card

AREMCO envelope

DESIGNER OF THE EVO OIL IDENTITY & LABEL

EVO OIL is an oil brand. EVO Oil logo

EVO Oil lebanese label

EVO Oil greek label

EVO Oil tunisian label

Visual Arts Workshop logo

DESIGNER OF THE VISUAL ARTS WORKSHOP IDENTITY & BUSINESS CARD

Visual Arts Workshop is a design workshop based in Beirut, Lebanon. It Targets high school students and aims to help those interested in molding their creative skills towards a career in the Visual Arts. It provides design oriented classes ranging from animation to fashion.

Visual Arts Workshop business card

2 VISUAL IDENTITY DESIGN This section showcases the logos I designed.

DESIGNER OF THE PHOENIX VISUAL IDENTITY Phoenix is a media production agency based in Egypt.

VISUAL IDENTITY OF AQUA GROW Aqua Grow is an agriculture project intended to grow plants in the gulf region.

VISUAL IDENTITY OPTION FOR THE ONE

The One is a night club in Lebanon.

VISUAL IDENTITY OF MY NAME IN ARABIC, TAMARA

This project was a university assignment, which was awarded with the first prize. It was featured in the LAU exhibition.

DESIGNER OF CHOCOLATE AND VANILLA SOLES VISUAL IDENTITY

Chocolate and Vanilla Soles is a fashion blog managed by the fashionistas Roya Al Mously & Tatiana Salhab based in Beirut, Lebanon.

VISUAL IDENTITY OPTION FOR AL ITHAR

Al Ithar is an Islamic Youth NGO.

VISUAL IDENTITY FOR ICON DEVELOPMENT Icon Development is a construction company based in Beirut, Lebanon.

DESIGNER OF 43ARTISANS VISUAL IDENTITY

43artisians is a debut collection of kaftans based in Kuwait.

DESIGNER OF THE TARGET TRAVEL VISUAL IDENTITY

Target Travel is a travel agency based in Beirut, Lebanon.

3 POSTER DESIGN This section consists of a typographic poster campaign series.

DESIGNER OF THE DYSLEXIA AWARENESS CAMPAIGN

This project was a typographic awareness campaign assigned by the LAU to each design student. The theme I worked on was Dyslexia, a learning disability. English version.

DESIGNER OF THE DYSLEXIA AWARENESS CAMPAIGN

This is the bilingual version.

DESIGNER OF THE DYSLEXIA AWARENESS CAMPAIGN This is the Arabic version.

4 TYPOGRAPHY DESIGN This is a font designed from scratch.

THE STROKE FONT

I designed this font from scratch in my typography class by choosing a hair root as the influencing object.

FONT DEVELOPMENT PROCESS

STAGE 1

STAGE 2

ASCENDER

X-HEIGHT

STEM

BASELINE

ENGLISH

ARABIC

CHURN

5 EDITORIAL DESIGN This section covers all the U Magazine issues I have worked on to date

288 SHOP ‘TIL YOU DROP

SENIOR DESIGNER AT U MAGAZINE LEBANON

SPRING BUYS

U is a fashion magazine that covers all the latest trends and fashion events happening around the world and locally, in Lebanon. My experience at U is both experimental and challenging, as multitasking and innovation are simultaneous demands. I work with an amazing team. Although we face DELVE INTO obstacles and late submissions, OSMAN’S POWER LINES we always manage to produce an + GET TO KNOW amazing issue every month on SUSANNE time. BOTSCHEN of mytheresa.com

FOR NOW

CHANEL’S

LITTLE BLACK JACKET

F/W 2013

319

NEWCOMERS

O V E R

IRRESISTIBLE BUYS FOR A 5,> @6<

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rewind

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OUR BIGGEST

TRENDS ISSUE YET

MAKEOVER MANIA

PLUS:

AUTUMN’S ESSENTIAL ),(<;@ .<0+,

upgrade your style this summer

AGING WITH G R A C E

THE SECRETS TO

OUR HOLIDAY WISH-LIST, REVEALED

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Rami Kadi

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WHAT YOU SHOULD

KNOW

comfort first:

36<5.,>,(9 TAKES CENTER :;(., 65 ;/, RUNWAYS

IS AGE JUST A NUMBER?

REVI VAL

OF GLAMOUR

/630+(@ /,-; ), .65,

AVOIDING THE WEIGHT-GAIN TRAP

IN STYLE

BETTER WITH M AT UR E

F A S H IO N

ROKSANDA ILINCIC’S

EFFORTLESS ELEGANCE

DELVE INTO A STYLISH TALE

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L’INVITATION AU VOYAGE A S T O R Y O F +9(4( -(5;(:@ BY LOUIS VUITTON

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FACIAL KIM KARDASHIAN SWEARS BY T H E

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+ THE VAMPIRE

COLLECTION FOR U

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WALKING ON A DREAM WITH

beating

exclusive MISTINGUET'S

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GIRLS THE GLAMOUR ISSUE

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OFFICE WARDROBE BUILDING BLOCKS

EYE-CATCHING TIMEPIECES &

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THE LOVER &

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STAR SIGN

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ARE WE HEADED TOWARDS THE DILUTION OF QUALITY?

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Trend Solution

A CHANGE OF ACCESSORIES

BUSINESS

FASHION

FROM WORK

TO PLAY

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GEOMETRY

CLASS

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U BEAUTY AWARDS 61 LUST-WORTHY

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A Beautiful EQUATION

TONYA HAWKES ON NATURE & MATHEMATICS

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YOUR GUIDE FOR FLAWLESS HAIR

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AT HEART REVEAL THE STYLISH CHILD IN YOU

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FOREVER CLASSIC PIECES

TO NEVER LET GO OF

AMAL ALAMUDDIN

TIMELESS WITH AGE T HE

AGE

I S S UE

BEAT THE JANUARY BLUES THE

THE ICON:

LOUIS VUITTON'S MONOGRAM

FEEL

GOOD

ISSUE

PRETTY PETALS JEWELRY:

GARDEN BLOOMS GEMSTONES

Statuesque INNOCENCE:

EXUDE DIVINE BEAUTY VIA OUR ACCESSORY SHOOT

+(AA305. 1,>,3:

;65@ >(9+ :

;6 <7+(;, @6<9 1,>,39@ )6?

DREAMY DRESSES

game of thrones

WINTER FAB ESSENTIALS -<9 (:7,5 :/,(9305.

HEROINES ADOPT THEIR CHARM

Winter

MUST-HAVE

ACCESSORIES

TO KEEP YOU WARM

HAS FALLEN UPGRADE

YOUR

S TYL E

T HIS

WIN T E R

22 ISSUES & COUNTING

6 ACCESSORY SHOOT LAYOUT DESIGN IN U MAGAZINE Every issue has an Accessory Shoot section, which is design from scratch. The following pages consist of a selection of my favourite pages.

THE MOTIF-ATION SHOOT

s ne

r e ve r o ll f wi

h -s be o

ful. o taste

Timeless blac k an

dh ypn oti c

This was one of my first accessory shoot designs and one of my personal favorites.

FOR EVER & EVER

Rachel Zoe earrings, at sophiescloset.com 409,000 LBP. Bottega Venetta clutch, at forwadforward.com 2,100,000 LBP. Alaia booties, at net-a-porter.com 1,722,000 LBP

aw -d

es. viti i t es nf

GREEN WITH ENVY

m De

tio tten da an

n in a

fusion of green

s t ap le s fi t fo r a ft e

Earrings, at topshop.com 70,000 LBP. Marni bag, at luisaviaroma.com 1,129,000 LBP. Charlotte Olympia pumps, at colette.fr 1,617,000 LBP

ra er sob

approach, a

n at u ral

NEUTRAL GROUNDS

r lo

e em sch

is your fallback tren d.

Roberto Cavalli necklace, at net-a-porter.com 3,486,000 LBP. 3.1 Phillip Lim bag, at luisaviaroma.com 1,805,000 LBP. Miu Miu flats, at net-a-porter.com 960,000 LBP

JUICE BOX

ct Inje

much-needed color

int

all 's m so tte v ale ep br

ia quirky checker s an

d r ip ed

s. Mawi earrings, at sophiescloset.com 555,000 LBP. M2Malletier bag, at net-a-porter.com 2,308,000 LBP. Nicholas Kirkwood flats, at farfetch.com 1,190,000 LBP

U SPECIAL

THE PLAY YOUR CARDS RIGHT SHOOT This was a challenging shoot as we designed the card icons using the accessories.

PLAY YOUR CARDS

right Styling DA L I A S A A D Creative Design TA M A R A M A H D I

It goes without saying that accessories can either make or break an ensemble. Set your sights on the seasonâ&#x20AC;&#x2122;s most coveted add-ons in their diverse varieties. Which way will you go? The choice is yours.

CALL A SPADE A SPADE

DIAMONDS ARE FOREVER

A JOIN THE CLUB

CROSS MY HEART

THE RAINBOW BRIGHT SHOOT

THE WARDROBE DIARIES SHOOT

ADOBE JUNKIE

Each member of the U magazine team was featured in a page of the Business Issue displaying their favorite accessories and must-haves.

TAMARA MAHDI SENIOR DESIGNER Mukhi Sisters necklace

Alexander McQueen scarf

Tiffany & Co. studs

MAC Mineralize blush in Medium Deep

iPhone cover

Versace Crystal Noir perfume

MAC lipstick in Rebel Dior brow gel

Hermès Kelly Double Tour bracelet

I DO LEA N'T HO VE WIT ME HOU T

CURRENT OBSESSION:

W O R K I NG O U T W I T H MY P E R S O N AL T R A I N E R

9%"#3&:6%;() <+<+

Prada shades

!"#$#%&'%"()*+,-& ./!0.&#1-2#)(3&*4& "%5(-5&6%#)785

BEC ÉMINE LINE Nike running shoes

TRA PEZ E

Christian Louboutin pumps

Lanvin sketchbook

Hallmark mug

A Day doesn't by without...

A DETAILED AFFAIR SHOOT A pattern design shoot using one of my favorite design techniques.

3 1

A DETAILED

AFFAIR

IT’S TIME TO EMBRACE BOLD FASHION STAPLES VIA STANDOUT ACCESSORIES THAT WILL ADD A HEAVY DOSE OF CHARACTER TO YOUR CELEBRATORY ENSEMBLES. Conceptual Design Tamara Mahdi Styling Dalia Saad

IT’S ALL IN THE NEEDLEWORK 1. Sarah's Bag clutch, at calypsostbarth.com 2. Alexander McQueen clutch, at luisaviaroma.com 3. Marchesa clutch, at neimamarcus.com

STITCHING YOUR PATH 1. Charlotte Olympia pumps, at forwardforward.com 2. Dsquared2 pumps, at luisaviaroma.com 3. Charlotte Olympia sandals, at modaoperandi.com

1 2

NOTHING TO HIDE 1. Kotur clutch, at shopbop.com 2. Emilio Pucci clutch, at nordstrom.com 3. Charlotte Olympia clutch, at mytheresa.com

2 1 3

DECORATIVE SURPRISE 1. Laurence Heller clutch, at luisaviaroma.com 2. Oscar de la Retna clutch, at net-a-porter.com 3. Emilio Pucci clutch, at luisaviaroma.com

1 2

FANCY FEET 1. Ala誰a sandals at, net-a-porter.com 2. Rene Caovilla sandals, at luisaviaroma.com 3. Ermano Scervino sandals, at farfetch.com

THE FANTASTIC FOUR SHOOT

THE FANTASTIC FOUR

Upgrade your spring wardrobe with these essential accessory trends Styling DA L IA S A A D Creative Design TAMARA MAHDI

Roger Vivier sandals

SHINE

Reflect Yourself

Kenzo sunglasses, at net-a-porter.com Jimmy Choo clutch

A TOUCH OF METALLIC GOES A L O N G WAY I N B R I G H T E N I N G U P T H E DULLEST OF SHADES. DONâ&#x20AC;&#x2122;T BE A F R A I D T O M I X S I LV E R A N D G O L D .

DESIGN

Art Attack Dior pumps

Valentino Garavani bracelet, at forzieri.com

Prada bag, at Aïshti

EXPRESS YOURSELF VIA THIS SEASON’S SIGNATURE AR TISTIC PRINTS, GUARANTEED T O A D D Q U I R K Y F L A I R T O Y O U R D AY T I M E LOOKS.

LEATHER AND STUDS MAINTAIN THEIR POSITION AS SPRING

KTZ cap, at farfetch.com

ESSENTIALS, YET AGAIN! WEAR THEM WITH A SPOR TY CHIC ENSEMBLE FOR A MODERN SPIN.

ROCK

Punk Town Balenciaga bag, at mytheresa.com

Ala誰a booties, at A誰shti

U SPECIAL

FOREVER FABULOUS Timeless beauty never fades. We celebrate six powerful women whose splendor stood the test of time. Styling DA L IA S A A D Creative Design TAMARA MAHDI

GRACE KELLY

From top: Hair brooch, at nicolemiller.com 414,000 LBP Juicy Couture earrings 131,000 LBP

AUDREY HEPBURN

Clockwise from top: Shourouk cap, at net-a-porter.com 1,712,000 LBP Pegasus earcuff, at matchesfashion.com 647,000 LBP Erickson Beamon earrings, at net-a-porter.com 1,103,000 LBP

U SPECIAL

TOUCHED BY AN ANGEL Embrace your inner angel this season through accessorizing yourself from head-to-toe with dazzling valuables. Creative Design & Styling TA MA R A MA H DI

the Throne Angel

MESH A LITTLE SPARKLE INTO YOUR FINAL LOOK, W E A R E A L L R O YA L S I N S I D E . 1. Anya Hindmarch clutch, at net-a-porter.com 2,034,000 LBP 2. Jennifer Meyer necklace, at net-a-porter.com 5,322,000 LBP 3. Jimmy Choo pumps, at saksfifthavenue.com 4,768,000 LBP 4. Lee Savage clutch, at ssense.com 3,777,000 LBP 5. Ileana Makri necklace, at net-a-porter.com 2,030,000 LBP 6. Christian Louboutin pumps, at nordstrom.com 6,6046,000 LBP

the Virtue Angel

5 2

A L L O W Y O U R S E L F T O B E C A P T I VA T E D B Y N A T U R E â&#x20AC;&#x2122; S COLORFUL INFLUENCE. 1. Dolce & Gabbana hair comb, at mytheresa.com 948,000 LBP 2. Clutch, at asos.com 18,000 LBP 3. Christian Louboutin pumps, at nordstrom.com 1,582,000 LBP 4. Vickisarge hair comb, at net-a-porter.com 638,000 LBP 5. Mirage Iridescent clutch, nastygal.com 68,000 LBP 6. Christian Louboutin pumps, at nordstom.com 2,263,000 LBP

the Pure Angel

5 2

6 3

N U I T B L A N C H E O R N O T, W H I T E S N E V E R F A I L T O REVEAL YOUR INNOCENCE. 1. Ben-Amun earrings, at net-a-porter.com 858,000 LBP 2. Marchesa clutch, at net-a-porter.com 4,754,000 LBP 3. Manolo Blahnik pumps, at nordstrom.com 1,461,000 LBP 4. Ana Khouri earrings, at net-a-porter.com 43,839,000 LBP 5. Bottega Veneta clutch, at saksfifthavenue.com 3,027,000 LBP 6. Monolo Blahnik pumps, at bergdorfgoodman.com 1,960,000 LBP

the Fallen Angel

6 3

UNBRIDLE THE LITTLE REBEL IN YOU THROUGH ACQUAINTING Y O U R WA R D R O B E W I T H D E V I O U S S T A T E M E N T S . 1. Jennifer Behr mask, at net-a-porter.com 2,913,000 LBP 2. Alexander McQueen cluch, at farfetch.com 2,133,000 LBP 3. Jimmy Choo pumps, at mytheresa.com 5,528,000 LBP 4. Erickson Beamon mask, at net-a-porter.com 2,944,000 LBP 5. Dolce & Gabbana clutch, at matchesfashion.com 6,187,000 LBP 6. Bionda Castana pumps, at intermixonline.com 1,415,000 LBP

7 ART DIRECTION OF PHOTO SHOOTS IN U MAGAZINE

NOBLE ALLURE

Embrace the seasonâ&#x20AC;&#x2122;s opulent winter wear with gilded and lavish fabrics from BCBGMAXAZRIA. The brand brings you soft and sumptuous textures for a polished yet luxurious wardrobe to ensure you a never-ending elegance during your after-dawn occasions. Photography CAR LOS AOU N Art Direction TA MAR A MA HDI Styling C EL INE ASS OUD, TA MA R A MAH DI Hairstyle H USS E I N S AFWAN , Pace e Luce Makeup AYA G H A RZAL I, Pace e Luce Nails LOR IS S AFWAN , Pace e Luce

S TON'S OGRAM

BEAT THE JANUARY BLUES THE

FEEL

GOOD

ISSUE

PRETTY PETALS JEWELRY:

GARDEN BLOOMS GEMSTONES

Statuesque INNOCENCE:

EXUDE DIVINE BEAUTY VIA OUR ACCESSORY SHOOT

STATUESQUE INNOCENCE

Unleash the oh-so-beautiful sides of you via opulent finds and rare finishes that will adorn your body parts only to reveal the Greek Goddess, mischievous or majestic soul in you. Photography CAR LOS AOU N Art Direction TAMAR A MAH D I Styling CEL IN E A SSO UD , TAMAR A MA H D I &

TAT IANA COSTANT IN Hairstyle H USS E I N SAF WAN , Pace e Luce Makeup CY NT H IA N AH AS , Pace e Luce

CONTACT INFO TEL. EMAIL INSTAGRAM

00961 3 920 993 tamara.mahdi@gmail.com @labth13teen