My obsession began in the third grade. I’m not sure where it came from but the blankness of walls was overwhelming. When I was old enough for Seventeen Magazine (age 11), I started tearing out advertisements and collaging them on my wall with random fliers from local shops, photographs, and my own sketches of logos. Whatever excited me and could be easily affixed to a wall. I had a seemingly endless supply of visual stimuli, my closet overflowing with binders and cases of stuff. When I tired of a wall, I’d tear it all down and start again. I now realize my collage walls were living, breathing mood boards of my life. They inspire my own work, comfort and remind me that there will always be artistry and imagination in the world. I no longer live in that house with those walls, but wherever I go I start again.
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Sweet Nothings Homeless Veterans Alliance Culture Shock boundaries Fuel for Thought Risha Airways Coasterra Dialogues Clio Bar+Tables
“when i’m no longer rapping, i want to open an ice cream parlor and call myself scoop dogg.” Category Branding Art Director Min Choi Typefaces Hagin Caps Karbon Deming EP Quote Snoop Dogg
Sweet Nothings Objective Sweet Nothings is a dessert boutique paying tribute to the delicate French confectionary macarons. Available in a vast array of colors and flavors, and appealing to discerning, diet conscious females age 22-37, this dainty pastry satisfies the need to indulge without guilt. Serving uncommon flavors like green tea, passion fruit, black currant, and key lime coconut, this brand truly differentiates itself with low-calorie, high-quality delectable treats. To lure consumers to sample these sweets, a new identity was needed that put a fresh spin on French patisserie traditions, as well as a witty ad campaign for both print and online.
Solution The vast majority of macaron companies fall on the extremes of the spectrum: either delicate and high-end or overtly casual. The brand language for Sweet Nothings is trendy yet feminine, mixing soothing, subtle pastel hues with classic, minimal patterns in white and gray. The logo crest calls to the dessert’s French roots, with the curved portions on the form resembling the shape of a macaron. The typefaces used, Hagin Caps, Karbon, and Deming EP, are casual and inviting, yet crisp and professional. An inventive ad campaign uses verbs that tease the epicurean emotions of savoring such delights. Clean, minimal packaging in gray hues was developed to contrast and highlight the captivating hues of the macarons.
Logo
Typography
Hagin Caps ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Karbon ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Patterns
Deming EP ABCDEFGHI JKLMNOPQR STUVWXYZ
Colors
5
01// 02 03 04 05 06 07 08 09 10
8
Tessa Hatlelid / Mozaic
Macaron packaging and gift bag // Close-up of packaging
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7
Magazine ad // iPad ad
Tessa Hatlelid // Sweet Nothings
8
Categories Social Campaigns Advertising Art Director Candice López Typefaces Klinic Slab Asfalto Quote Munia Khan
“Aren’t we all homeless without a home inside our mind?”
Homeless Veterans Alliance Objective The issue of homelessness is a crisis in San Diego, with thousands of people in need. Many are veterans who have lived on the street for years, gradually losing hope for the future. San Diego ranks fifth in the nation among cities for homeless people, and I chose to target the demographic of homeless vets. The Office of Veterans Affairs has myriad programs, but they are not fully utilized and vets struggle to connect to these services. This is largely due to the fact that these vets are unable to get to their local VA office to use them.
Solution To ensure that homeless veterans receive needed services, I created the concept of a “meeting place� in several locations around downtown San Diego that would transport veterans to the VA office. Advertisements around the city at bus stops, on benches, and plastered on walls use cardboard and handwritten type, connecting to vets with empowering language that motivates them to seek help. Any homeless veteran that makes use of the transport service would be given a lanyard badge containing information about VA programs. The badge would also grant them free rides on public transportation, allowing further access to services. The ad campaign speaks directly to the homeless population, an angle underutilized for addressing their issues.
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Tessa Hatlelid / Homeless Veterans Alliance
Lanyard badge // Meeting place signage Information about veterans services //
8
Categories Branding Advertising Art Director Sean Bacon Typefaces Rush One Novecento Slab Futura Quote James Howe
Culture Shock Objective This rebrand of a San Diego-based hip hop studio that serves youth, teen, and adult dancers needed to communicate professionalism as well as the energetic nature of dance. With the goal of giving dancers of all levels the best training and most useful tools to fulfill their potential in fitness and dance, no other San Diego studio offers the diverse programming and professional level of classes and instructors. Many are taught by working professionals who perform, choreograph, and direct in the entertainment industry. Deliverables include a new identity, business cards, fliers, and a guerrilla ad campaign targeting adolescents.
Solution For the new identity I modified the font Rush One to maximize movement within the logo, and coupled it with Novecento Slab to keep it grounded. The vibrant color palette of spirited purple, dynamic orange, power red, and lively blue was taken from edgy street murals within the studio. An all-type solution was used to impart the studio’s expertise and avoid break-dancer stereotypes. A series of playful t-shirts with clever dance mantras was designed to exude the fresh attitude of the studio. A grid is used to add structure to the schedule and informative flyers. The updated website incorporates the vivid colors and showcases closely-cropped photos of dancers.
“life is short and there will always be dirty dishes, so let’s dance.”
Logo
Typography
Rush One ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Novecento Slab ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Colors
Futura ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
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// Adult and youth promotional t-shirts
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Business cards // Flyers promoting adult classes Website redesign //
Tessa Hatlelid // Culture Shock
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// Guerrilla advertising campaign to pique interest in the studio and to keep kids active
“r r “ r “ru ““ boundaries
Objective
David Carson is an innovative graphic designer and surfer. His layouts of publications like Beach Culture and Transworld Skateboarding feature distortions or mixes of vernacular typefaces and fractured imagery, rendering things at times illegible. He questioned the role of type in the emerging age of digital design following the trend of California New Wave. As the art director of Ray Gun, his edgy and experimental typographic and layout style became widely imitated in the era of grunge typography. A dynamic exhibition of Carson’s work at the La Jolla Museum of Contemporary Art targets graphic designers, artists, and surfers with interest to explore and celebrate his unique style.
Solution
Deliverables for the exhibition included a collector’s coffee table artist book, environmental design, exterior signage for the museum, and gift shop swag. Part of Carson’s philosophy is that intuition is a necessary step in design, so I created visceral, immediate imagery based on his aesthetics to underscore a series of his quotations that communicate core concepts about his work. I chose the font Blue Highway, inspired by 20th Century North American road signs, in conjunction with Impressum and Monofonto. For the handcrafted book I used Japanese stab binding, black book cloth, and compiled 2 different page sizes together using black hemp cord. Large-scale, cropped letterforms were juxtaposed on environmental graphics and signage.
Categories Advertising Publication Design
Art Directors Sean Bacon & Andrea Singer Typefaces Blue Highway Impressum Monofonto Quote David Carson
“
r “ u r r r u r ule u r “ “ru r “r r “u “Graphic design will save the world right after rock and roll does.”
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Tessa Hatlelid // boundaries
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7
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Tessa Hatlelid / Thoreauly Impressed
Exterior museum graphics // Environmental advertisement for museum event
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// Artist book and souvenirs available at the museum gift shop
“We are all connected; To each other, biologically. To the earth, chemically. To the rest of the universe atomically.” Category Advertising Art Directors Sean Bacon & Candice López Typefaces Cubano Aller Quote Neil deGrasse Tyson
Geothermal Museum Objective Located in the province of Siena, Radicondoli is an Italian commune in Tuscany. The small village has cobblestone streets and is known for its sense of community, farm to table cuisine, and sustainable lifestyle. There are numerous footpaths and the surrounding countryside is dotted with hot springs. Beautiful and full of culture, the town is experiencing an economic crisis because many young people are moving to larger cities to look for work as tourism is dwindling. A unique aspect of the medieval hill town is their progressive use of geothermal energy, a renewable and sustainable alternative fuel.
Solution To pay tribute to the city’s Geothermal Museum and the benefits of geothermal energy, I developed a lively, brightly-colored poster targeting young people ages 12-18, highlighting the benefits of sustainable fuels. The double-sided poster features a graphic map of Italy and fascinating facts about the benefits of these energy sources. To reach a mature audience, advertisements were created for regional and international airports, showcasing the beautiful Tuscan landscape existing alongside sustainable energy production. The overall goal was to increase museum-related tourism and awareness of the town’s natural charm.
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Tessa Hatlelid // Geothermal Museum
// In-airport advertisement showcasing Tuscany’s countryside with focus on sustainable energy
38
Categories Branding Packaging Advertising Art Director Min Choi Typefaces Ariosto DIN Next Philosopher Quote Ernest Hemingway
“It is good to have an end to journey toward; but it is the journey that matters, in the end.�
Risha Airways Objective Risha Airways is an upscale airline based out of Bahrain catering to affluent business travelers ages 45-60. The visual language mirrors Arab culture while adding a modern aesthetic. Spacious cabins, refined world-class service, and technology immerse passengers in Middle Eastern hospitality. The luxurious, 5-star experience is tailored toward upscale travelers, but aims to open up these indulgences to the general population. Branded applications include stationery, print and mobile tickets, business cards, a branded luggage tag, amenities kit, and advertisements. Comfort, convenience, and choice delivered in an easily accessible way set this airline apart from its competitors Qatar Airways and Emirates Airlines.
Solution The identity combines the beauty of mosaics and a traditional stained glass motif to express the lighter than air feeling of Risha, which translates to feather in Arabic. A palette of rich purple hues was chosen to signify wealth and royalty, and the tone on tone color scheme evokes the sophistication of the brand. A contrasting color of light gray magnifies the high-end look and feel. A modified Ariosto is used in the logo for its references to Arab culture, and is combined with Philosopher and DIN Next to create a clean, polished look. Clever advertisements for the airline hide the logo in destination settings like London, New York, and Sao Paulo, sending the subtle message that Risha Airlines delivers the world.
Logomark
Secondary Marks
Colors
Typography
Ariosto ABCDEFGHI JKLMNOPQR STUVWXYZ
DIN Next
Philosopher
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
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Embossed luggage tag // Amenities kit
Tessa Hatlelid // Risha Airways
46
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// Airline stationery, tickets, mobile boarding pass, and business card
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// Series of advertisements promoting the airline’s high-class destinations
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Tessa Hatlelid / Thoreauly Impressed
8
Categories Branding Advertising Art Directors Candice López & Sean Bacon Typefaces Blanch Sweet Sans Quote Orson Welles
Coasterra Objective One of San Diego’s most hotly-anticipated restaurants of 2015, Coasterra is the latest addition to the Cohn Restaurant Group, which runs 21 establishments in Southern California and Maui. Family-owned and operated, their philosophy is focused on superior service, aesthetic comfort, and providing an unforgettable experience for their upper-middle to high-income guests aged 45-60. Chef Deborah Scott, famous for pairing eclectic flavors, wanted to bring authentic Mexican modern cuisine to picturesque Harbor Island. A new identity, along with print and outdoor ads, were required to communicate the spirit of both sea (coast) and land (terra) for this new restaurant offering unparalleled views of downtown San Diego and Coronado.
Solution To develop the new identity I used the sans serif font Blanch because of its modern nautical feel and condensed nature, ideal for the long name of the restaurant. “Modern” and “Mexican” were tucked on either side of the letter T to emphasize division of flavors offered from both sea and land. Curves were added to each of the crossbars on the A’s to emulate the flow of water. Reflecting Pond, a contemplative, composed Pantone color of the year, was contrasted with earthy orange. An updated responsive website with functional one-page navigation showcases the menu, banquet facilities, and contact information. A clever billboard campaign was developed to promote the picturesque panoramic views encountered when dining at the new restaurant.
“Ask not what you can do for your country. Ask what’s for lunch.”
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Tessa Hatlelid // Coasterra
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Website design // Business cards
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Tessa Hatlelid // Coasterra
// Series of advertisements focusing on the scenic views from the restaurant
58
Dialogues Objective Dialogues: Poster Art of the Soviet Union was created and organized by the faculty and students of the San Diego City College graphic design program. Soviet historical posters were featured alongside new works by leading contemporary designers and illustrators. Like their historical counterparts, new works featured political, social, and arts themes with a visual or conceptual reference to Soviet culture. To facilitate this dynamic show I collaborated with a team of designers to create the exhibition space.
Solution An important informational element of this exhibition was environmental graphics introducing attendees to the show. I developed a visual timeline providing an overview of world events relevant to U.S.-Soviet relations. These historical moments correlated to events leading up to the end of the Cold War. The Dialogues logo and brand pay tribute to Constructivism with its palette of red, black, and cream. The versatile, readable Helvetica Neue was coupled with speech bubbles, connecting to the Dialogues theme. I used this design device in different sizes and colors on the timeline to grab attention and reinforce the relationship of events. As part of the social media team we developed a posting schedule for Facebook, Instagram, and Twitter that delivered a variety of information to maximize audience outreach for the Dialogues show.
Categories Environmental Social Media Art Directors Candice L贸pez & Sean Bacon Typeface Helvetica Neue Quote Fyodor Dostoyevsky
“The best way to keep a prisoner from escaping is to make sure he never knows he’s in prison.”
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// Social media campaign encouraging people to share their favorite buttons from the show
// Lobby graphic and timeline
“Happy is the man...Who, before dying, has the good fortune to sail the Aegean sea.” Categories Typography Advertising Art Directors Sean Bacon & Candice López Typeface Custom Quote Nikos Kazantzakis
Clio Objective The Greek National Tourism Organisation wanted to develop an ad campaign targeting youthful backpackers and hostellers age 18-33. While its economic reputation is in financial calamity, Greece remains a premier travel destination. Needing visitors like never before, the tourist board hoped to showcase the rich mythic history of their country by appealing to the senses. With legendary historic sites, beaches, and coastline, the great riches of the islands are ideal for this demographic. To lure budget travelers looking to take advantage of affordable travel options, a unique and original font was needed to express the spirit of the unforgettable birthplace of Western civilization.
Solution I designed a custom typeface, Clio, named after the lyreplaying muse of Greek history. The font was based on the historical meander pattern, a decorative border with a continuous line that appeared on Greek architectural friezes and pottery. The bright blue hue was pulled from the Aegean Sea and national flag, adding the perfect backdrop for the playful white line. Exhilarating imagery of Greek landscapes, architecture, and food were collaged together to stir the senses and imagination of potential travelers. Photographs were placed inside rough-edged, hand-constructed frames to reflect the free-spirited landscape. Concise, purposeful headlines engage the viewer in urban subway stations and other high-traffic locations, and include a website to learn more about affordable travel to Greece.
Category Branding Art Director Sean Bacon Typefaces Flyerfonts InsideOut Akzidenz Grotesk Quote Oscar Wilde
“I hate people who are not serious about meals. It’s so shallow of them.”
Bar + Tables
Objective Bar+Tables is a combination bar, restaurant, and book swap geared toward backpackers ages 18-30. The seaside location of Ocean Beach, California appeals to the budget-conscious audience with a relaxed and inÂviting atmosphere. Situated near a popular youth hostel, this laid-back bar and restaurant offers travelers popular dishes from around the world and an assortment of global and local craft beers. Adventurous patrons can also buy, sell, and trade books, or purchase travel-related necessities like journals, bookmarks, and water bottles. Travelers can share a drink, eat and trade stories together, or find a cozy chair to read a book.
Solution The branding has a handmade feel to it and makes use of earthy tones and natural textures. The chalk texture in the logo reflects the ephemerality of travel, while the brown tones speak to the price point. Maps and passport stamps are used throughout the branding to reflect the customers’ common ground. Beer is the subject of the print ad concepts due to its communal nature, bringing travelers together. Branded materials such as the menu, wall hang tags, and server’s attire mirror the casual vibe of the establishment. The functional check presenter doubles as a map of Ocean Beach and San Diego.
Logo
BAR+TABLES
Secondary Marks
BAR+TABLES
BAR+TABLES
Typography
Flyerfonts InsideOut ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Akzidenz Grotesk ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Colors
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Hangtags for map wall // Close-up of the map wall in action
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Uniform apron and shirt // Book nook, where guests can buy, sell, or trade books
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Tessa Hatlelid // Bar + Tables
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Menu detail // Local magazine ad // Hostel flier
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// Check presenter that doubles as a map for Ocean Beach and downtown San Diego
Tessa Hatlelid / Bar + Tables
8
Gorillafante Young & Kinsey, LLC
A HOUSE
‘DENT TY NeuroTech
// Collection of theatre plays
// Service-oriented travel company focusing on endangered animals // Barber shop // Neuro-technology company
// Law firm // Trendy clothing company // Bicycle company geared toward women
Gorillafante Young & Kinsey, LLC
A HOUSE
‘DENT TY NeuroTech
Thank You Sean “I would never go traveling with you, I would probably die” Bacon, for his invaluable help and guidance Candice “I’m on mushrooms right now!” López, for pushing my advertising and copywriting Bradford “I’ve never said anything funny around Tessa” Prairie, for emergency photography lessons Heber “Me neither” Miranda, for binding my book Joaquin “Why did she think quotes were a good idea?” Alanis, for logo inspiration Norman “Who else do you know with Beyoncé and Britney on a squeegee?” Ramos, for making my book covers Marilen “Ratchet!” Tran, for the youth dancer photoshoot And to everyone in my portfolio class, for everything from the feedback and encouragement we gave each other, to sharing excessive amounts of coffee and distracting cat videos.
Designer Tessa Hatlelid 314.608.9193 tessa.hatlelid@gmail.com Bindery Heber Miranda
Typefaces Pitch & Neutraface 2
Printer Canon Pixma Pro-100
Paper Red River 50 lb Polar Matte
Photography Tessa Hatlelid
Software Adobe Creative Cloud 2014
Copyright 2015, Tessa Hatlelid. All rights reserved. Some of the photography and icons are from Getty, The Noun Project, and MTran Photography. No portion of this book may be used or reproduced without written permission from Tessa Hatlelid.