Stochastic Means [stuh-kas-tik] 1 of or relating to a process involving a randomly determined sequence of observations each of which is considered as a sample of one element from a probability distribution. Taking all observations into account, mixing them all together, carefully connecting the dots, and finding common ground within the random bits of information is how we process the world around us. The choices we make and the conclusions we come to are based on the outcomes we favor. Making changes to account for new data is how we continually gain perspective to see the bigger picture. Many possibilities are considered to reach a conclusion that is well-rounded. Design, from my perspective, brings many random elements together. Color, typography, illustration, and photography all have intense conversations with philosophy, sociology, and psychology to create a hierarchy and a meaning for even the simplest of messages. Adding elements of humor, emphasis, sophistication, or rebellion develops a personality. Consideration of materials and resources strives to achieve a sense of purpose and responsibility. Every random element plays a part in the larger context to create an understandable means. From every random point and connection, I have analyzed all the data available to me, and the following projects are the conclusions I have come to. Double meanings, playful puns, and contradictory sentiments have all been carefully considered in, what I hope is a playfully serious compilation of current projects that show variety and potential.
01˚ 02˚
[‘vər-dənt] 1 green with grass or other rich vegetation 2 unripe in experience or judgment
03˚ 04˚
As urban communities are becoming more typical and the quality of the our resources is dwindling, many individuals are searching for ways to grow their knowledge and their spaces into more sustainable foundations and thriving structures.
05˚ 06˚ 07˚
Objective To ripen the individual gardening experience and create a community rich with vegetation, the non-profit organization Common Greens sprouted. Appealing to urban dwellers and business owners, aged 18-35, this organization seeks to grow a verdant city by making it fun, accessible, and easy to learn the art of growing small gardens of common greens at home or work.
08˚ 09˚
Approach Destined to make Common Greens a friendly brand, bold, playful elements were incorporated into the look and feel of the organization. The mark was inspired by a gridded city block with the simple organic element of the basil leaf integrated into the blocked element. The mark flirts with imagery by creating a clipping mask that invites the viewer into the brand. Bold greens, aquas, and beet colors grab attention while lively, easy to read typography is used to keep the brand light-hearted. Simple messages and “quick chuckle puns” are used to convey the positive, spirited attitude of the non-profit organization. Rooted with environmental emphasis, this brand uses seed paper, PCW paper, sustainable inks, and reusable packaging. Each Garden Planning kit also considers the resources that are used to create the gardens. The micro garden kit uses no water and needs little attention and is considered the starter kit for future gardeners.
CLIENT: Common Greens PROJECT: Brand Identity INSTRUCTOR: Sean Bacon
PROJECT
Verdant Community
1
LOGO TAGLINE
GREEN YOUR CITY
THE SCENE
URBAN NON-PROFIT GARDEN FRIENDLY PUNNY SUSTAINABLE
TYPOGRAPHY
SWEET SANS PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/? ARCHER ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )_+’”,<.>/?
PALETTE
MARK
Posters to promote Common Greens brand
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: COMMON GREENS | CATEGORY: BRANDING
Identity Manual
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: COMMON GREENS | CATEGORY: BRANDING
Urban Growing Kit and Brand Manual
PROJECT
[ey-leyt] 1 having wings; winged. 2 having membranous expansions like wings.
01˚ 02˚
Above the highest peak, there is a sphere that embraces all life beneath. Physically, it protects and coexists with the sphere within it. Philosophically, the world that exists above us is a world that is imbued with a higher consciousness. Those individuals with wings, physically or mentally, have the power to rise above.
03˚ 04˚ 05˚
Objective Inspired by Andalusia, an historical region in Spain, that made great advances in science and exploration, an international airline was envisioned. Targeting upper middle income, educated adults, aged 25-45, Alcielo offers quality regional food in both classes, dedicated check in counters, and spacious seats with numerous pockets to hold guidebooks or journals. This airline strives to be the ideal in all aspects.
CLIENT: Alcielo Aerolineas PROJECT: Airline Identity INSTRUCTOR: Min Choi
Alated Stratosphere
Approach Aiming to create an airline that is inviting and friendly yet intellectual and enlightened, the message of alchemy and inclusivity took off. The bold brick color of the brand contrasts with alluring sky blue to highlight the vibrant brand image. The flowing lines of the flamenco dancer and peacock are constructed from the mathematical patterns found in mosaics of southern Spain. This fuel efficient, eco-conscious and culturally aware airline is the ideal choice for conscientious travelers. Striving to reduce their carbon footprint, the airline uses fuelefficient aircraft and has introduced water-saving and recycling programs. Advertisements use layers of place, person, and pattern to deliver a message that magic is everywhere.
06˚ 07˚ 08˚ 09˚
2
LOGO
TAGLINE
MAKE MAGIC HAPPEN
PALETTE
THE SCENE
ANDALUSIA COLOR CULTURE EXPLORATION ENLIGHTENED BOLD
TYPOGRAPHY
ALEGREYA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/? ALEGREYA SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/?
PATTERNS
Series of promotional posters
Airplane livery and on-board service
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
Large promotional poster
PROJECT: ALCIELO | CATEGORY: BRANDING
Airline Collateral
CLIENT: Suunto PROJECT: Watch Campaign Site INSTRUCTOR: Paul Drohan
Timely Unfathomable
PROJECT
[uhn-fath -uh-muh-buh l] 1 incapable of being fully explored or understood 2 (of water or natural feature) impossible to measure the extent of
01˚ 02˚
Our oceans are a source of wonder and intrigue for the confident explorer. Conquering record depths and discovering new treasures is why some dauntless individuals will risk everything to be immersed in a world we still don’t fully understand.
03˚ 04˚ 05˚
Objective To continue its legacy of quality engineering and elegant design and craftsmanship, Suunto has designed a dive computer. Geared for the competitive male executive, aged 3545, this device transitions from the underwater depths to the daily demands of business. Aspiring to impress the ambitious, a campaign site was designed to promote discovery in the water as well as on land. Suunto has designed a way to reach new goals.
06˚ 07˚ 08˚ 09˚
Approach To create a sense of exploration and aspiration, darker photography is displayed with the glowing neon of the back lit dive watch. A clean sans serif was leveraged to attract the modern magnate and appeal to his sense of adventure and exploratory nature. Meant for a man on the go, a Mobile First approach was employed for this campaign site. To further attract avid explores and aficionados of the deep, 5% of the proceeds of this product will be donated to the Marine Conservation Institute.
3
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
DX Collection
DISCOVER new limits knowing that the DX is looking out for you
Tutorials
People
Find A Dealer
Track & Plan
PROJECT: SUUNTO DX WATCH | CATEGORY: WEB DESIGN
Home pages of website on monitor and mobile
DISCOVER New Goals
DISCOVER New Depths
DISCOVER
the First Rebreather Compatible Watch
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
DX COLLECTION
DX COLLECTION
DX COLLECTION
DX COLLECTION
DX TITANIUM
DX TITANIUM
DX TITANIUM
DX TITANIUM
Specifications
Key Features
• World’s first watch-sized CCR dive computer
• Premium materials
(including titanium)
DX ELASTOMER Specifications
Key Features
Specifications
Key Features
• Suunto Fused™ RGBM • 3D Compass and optional wireless air integration
PROJECT: SUUNTO DX WATCH | CATEGORY: WEB DESIGN
Screens for specs, menu, and reviews for Mobile site
PEOPLE / REVIEWS PEOPLE / REVIEWS DX Collection Tutorials Track & Plan
WILLIAM TRUBRIDGE
Find A Dealer People Follow Us
“BADEWANNE”
WILLIAM
“Suunto is the official depth gauge and timekeeper for all free diving record attempts. I use the DX for my training, as it combines accuracy with all the tools to analyze my training.“
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: SUUNTO DX WATCH | CATEGORY: WEB DESIGN
DX promotional materials and conservation eямАorts
4
01˚ 02˚ 03˚ 04˚ 05˚ 06˚ 07˚
All aspects of ecology were considered for this project. PCW paper and .pdf versions of all textbooks have been elected to sustain the preferred ecology of our planet.
08˚
Objective Forests and ecosystems are being damaged or destroyed by issues like droughts, desertification and climate change. Connect, a series of ecology textbooks, has been compiled to inform college students ages 18 to 25, about the world around them. The books provide information and instruction concerning the ecosystems of deserts, rain forests, oceans, and mountain ranges, how humans play a large part in these ecosystems and offer ways to find balance.
Approach Intersections, connections, and Venn Diagrams formed the concept and imagery for this series of textbooks and learning materials. To achieve an association between the student and the subject matter, muted hues allude to the different topics within each book. An in-line font that finds connections between letters was carefully crafted for the logo and it’s simple shapes create Venn diagrams for the cover imagery.
09˚
The easiest way to form a connection between different entities is by figuring out what is relatable between them. Fragile ecosystems are dependent on what lies in the intersection of the Venn Diagram.
PROJECT
[,kär-ə-'lā-shən] 1 a relation existing between phenomena or things or between mathematical or statistical variables which tend to vary, be associated, or occur together in a way not expected on the basis of chance alone
CLIENT: National Geographic PROJECT: Print INSTRUCTOR: Amy Levine
Collegiate Correlation
Series of educational manuals for college Ecology classes
5
Approach Reclaim meets high-end consumer with natural products giving customers the ability to refill their prescriptions in reusable glass bottles. The name 4F combines a letter system based on four perfumeries bases and five aromatherapy numbers. Customers can personalize their therapy needs within the number system and then narrow down the scent they like best within each letter category. A hand done custom font was created to give a fresh take on the old concept of an apothecary. This is applied to clean, medicinal inspired packaging in white, charcoal, and deep amber. In-house chemists prepare individualized potions for customers who select re-usable specialty bottles to personalize their choices.
01˚ 02˚ 03˚ 04˚ 05˚ 06˚ 07˚
Objective Dedicated to a healthy body, mind, spirit, and mood, this brand targets consumers focused on a higher “quality of life” for themselves and the world around them. 4F Natural Apothecaire develops personalized organic scents for 35-45 year old upper income women who are sustainably minded, . All mixtures are done in-house with organic and sustainable materials suited to each individuals needs to create a unique experience.
08˚
The history of natural apothecaries reaches back to a time when philosophy, spirituality and science were united. Pharmacists dispensed a variety of natural remedies and this ancient wisdom can be applied and united to today’s health and well-being sensibilities.
09˚
[pen-tam-er-uh s] 1 consisting of or divided into five parts. 2 Botany. (of flowers) having five members in each whorl.
PROJECT
CLIENT: 4F Apothecaire PROJECT: Typography INSTRUCTOR: Sean Bacon
Pentamerous Sensibility
LOGO
DESIGNED TYPE
THE SCENE
PERSONALIZED AUSTERE SOPHISTICATED UTILITARIAN AMBER FEMININE
TYPOGRAPHY
BODONI ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/? Tablet Gothic
PATTERNS
PALETTE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/?
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: 4F APOTHECAIRE | CATEGORY: TYPOGRAPHY
Every personalized scent gets mixed by an in-house chemist and packaged for every customer
A whole line of scents and skin care products are created in house
6
Objective For a fresh take on swim gear, Bubblu created a colorful brand, based around recycled plastics and multi-use packaging. Targeting youth, ages 8-14, this infant brand seeks to mature as an Eco-friendly alternative to the products that exist in the current market. Approach Lighthearted and jovial, the color scheme was designed to be eye catching and gender neutral. The name of the company and the logo were inspired by the sounds and animated quality of blowing bubbles. Illustrations and patterns of sea creatures were created with curly hints from the typography and lively color blocking. Waterproof and re-usable, all resources have been reclaimed from recycled resources. Hangers for rash guards turn into swim noodles, packages for goggles turn into sand castle pails and pool toys. Each product is unconventionally and thoughtfully designed to be a playful alternative to typical swim gear.
01˚ 02˚ 03˚ 04˚ 05˚ 06˚ 07˚ 08˚
Developing a child’s skills to enjoy water activities is about fun and games as much as it is about learning safety and new ways to approach an unknown environment. This combination of delight and determination is what allows us all to understand and innovate as we move into the future.
09˚
[ur-chin] 1 any small boy or youngster 2 any echinoderm of the class Echinoidea, typically having a globular body and occurring in shallow marine waters 3 either of two small rollers covered with card clothing used in conjunction with the cylinder in carding
PROJECT
CLIENT: Bubblu Swim Gear PROJECT: Toy Packaging INSTRUCTOR: Sean Bacon ILLUSTRATION: Sonya Calderon
Buoyant Urchins
Goggles are packaged in recycled plastic with pieces that are re-used as dive toys and sand pails
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: BUBBLU | CATEGORY: PACKAGING
Rash guards with swim noodles that double as hangars
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: BUBBLU | CATEGORY: PACKAGING
Bubblu rashguard and swim toys
PROJECT
[(,)dis-’tō-pē-ə] 1 an imaginary place where people lead dehumanized and often fearful lives 2 a society characterized by human misery, as squalor, oppression, disease, and overcrowding
01˚ 02˚ 03˚
Fears of societal displacement, artificial intelligence, and annihilation have been consuming entertainment industries for decades. This trend within the social psyche continues to interest audiences.
04˚ 05˚ 06˚
Objective Identifying the unconventional interest and growing concerns of the population, The Social Experiments Pop-Up Film Festival was imagined. Targeting 18-25 year olds with dauntless dispositions, this festival features classic dystopian films and installs them in unusual locations to emphasize the experimental and alternative nature of the films.
07˚ 08˚ 09˚
Approach A six-sided never-ending mailer is the primary element meant to create intrigue and speculation. Stressing the secretive yet social aspect of the movies, the audience is challenged to figure out the flyer and solve riddles that lead to the locations. Manipulated imagery juxtaposed with scientific elements were used to stress the speculative nature of the films while the color story and off-balance sans serif typography casts a moody feel to the festival. Intentionally ironic, anarchic and revolutionary minded individuals will be lead to a social gathering where like-minded individuals can analyze and discuss classic films and the impact they have had on the current dystopian stories and ideas we have today.
CLIENT: Film Festival PROJECT: Branding INSTRUCTOR: Amy Levine
Dystopian Feature
7
MAIN LOGO
APOCALYPTIC SECRETIVE DARK BROODING UNDERGROUND DISRUPTIVE
FILM LOGOS
PALETTE
THE SCENE
TYPOGRAPHY
TABLET GOTHIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/? BITTER ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/?
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: SOCIAL EXPERIMENTS | CATEGORY: TYPOGRAPHY
Six sided brochure of films for a pop-up film festival
Outdoor pop-up movie theatre
8
01˚ 02˚ 03˚ 04˚ 05˚ 06˚ 07˚
This travel companion also considers its place in the world as it is printed on 100% PCW uncoated paper, uses sustainable inks and can be read as a download-able version on PC or Mac. Every issue also features articles on how to make every footprint sustainable.
08˚
Objective To create a guide to the many transitory destinations, a magazine was created to catalogue the journey and the experience. For the world traveler, aged 20-35, Drifter magazine emerged to communicate with locals and share the wisdom of other educated adventurers. Its aim is to find unique locations and cultural authenticities for the fellow traveler to enjoy.
09˚
Searching for a location that is impermanent is more than a search for a destination; it is the search for the unknown, the experience. The true transient will search for authenticity in the culture and in the land, and will seek to sustain that purity of people and place so that others may find their own familiar within the unfamiliar.
Approach To differentiate Drifter magazine from other travel magazines, the focus became clarity of content and imagery. The logo and branding was inspired by mapping systems, using modern typography and easy to follow map keys as folios. Subtle grays and sky blues are juxtaposed with earthy taupes and bright oranges pulled from cover images to elude to the transitional nature of the magazine. Cover images that focus on local culture or events help to leverage the content within the magazine. A small format and an Online version was chosen in consideration of the minimal storage space of the typical traveler and the use of materials.
PROJECT
CLIENT: Drifter Magazine PROJECT: Travel Magazine INSTRUCTOR: Sean Bacon /’tranzēənt/ 1 lasting only for a short time; impermanent. 2 a person who is staying or working in a place for only a short time.
Transient Destination
LOGO TAGLINE
NEW INSPIRATION IN OLD DESTINATIONS
PALETTE
THE SCENE
TRAVEL TRANSITIONAL CULTURAL INSPIRED EXPERIENCE AUTHENTIC CALM OPEN-MINDED
TYPOGRAPHY
ADOBE CASLON PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/? PITCH ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/?
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
Magazine covers
PROJECT: DRIFTER | CATEGORY: PRINT
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
The table of content’s map previews featured destinations.
PROJECT: DRIFTER | CATEGORY: PRINT
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: DRIFTER | CATEGORY: PRINT
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT 01˚ 02˚ 03˚ 04˚ 05˚ 06˚ 07˚ 08˚ 09˚ 10˚
PROJECT: DRIFTER | CATEGORY: PRINT
Magazine covers and promotional materials
CLIENT: Carte Blanche PROJECT: Fashion Identity INSTRUCTOR: Sean Bacon TEAM: Bridget Kilgallon
PROJECT
Measured Modality
01˚ 02˚ 03˚
[moh-dal-i-tee] 1 an attribute or circumstance that denotes mode or manner 2 the classification of propositions according to whether they are contingently true or false, possible, impossible, or necessary 3 the application of a physical therapeutic agent 4 one of the primary forms of sensation, as vision or touch
04˚ 05˚
Slow Fashion is a revolutionary process unifying eco, ethical and green practices into a unified movement. It encourages taking time, ensuring quality production and contemplation on how that process connects with the environment and this adds value to the product.
06˚ 07˚ 08˚
Objective Stylizing a new high-end and trendy fashion brand is about more than adding flounces and ruffles, it’s about thoughtfully and measuredly creating a piece that is timeless, versatile, and sustainable. With natural resources in jeopardy the challenge was to develop a modern, elegant look for Carte Blanche. This slow fashion company brand has designs on reaching environmentally conscious, fashion forward women age 25-45.
09˚
Approach The chic, polished identity conjures echoes of Art Deco. Branded materials utilize the attractive yet unassuming font Gotham paired with Livery. Gotham’s unique vintage New York flair distinguishes it as a notably American typeface. The warm, muted color palette is extracted from the clothing line and amplifies the refined approach of the brand. Collateral includes classic, minimal business cards and receipt carriers. High quality clothing is delivered in a handsome upscale, reusable garment box. Slow Fashion is not a seasonal fashion trend, but a way of thinking and working that is gaining momentum and here to stay. Carte Blanche consistently uses sustainable materials in all of their clothing and garments are only produced once enough pieces have been ordered. A user-friendly website is focused on driving the customer to order the garment before it’s sold out.
9
LOGO
ALTERNATE LOGO
PALETTE
THE SCENE
SOPHISTICATED HIGH FASHION CUTTING EDGE CLEAN POLISHED FEMININE
TYPOGRAPHY
GOTHAM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/? LIVORY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+’”,<.>/?
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
PROJECT: CARTE BLANCHE | CATEGORY: BRANDING
Homepage and look book pages of the website
Box with Thank You card and receipt are delivered upon order
Collateral and packaging
STOCHASTIC MEANS | SELECTED WORKS OF TILA WILLIAMS
AEROLINEAS
PROJECT: LOGOS | CATEGORY: BRANDING
Spanish Airline
Modern Mexican Restaurant
Film Festival company
Travel Magazine
Natural Apothecary
Childrenâ&#x20AC;&#x2122;s Swim Gear
Modern Mexican Restaurant
Gypsy Brewing company
Local Cafe
Ardent Acclaim [ahr-dnt] 1 having, expressive of, or characterized by intense feeling; passionate; fervent 2 intensely devoted, eager, or enthusiastic; zealous 3 vehement; fierce 4 burning, fiery, or hot Without the help of some trusted friends and colleagues, this book would not have been complete. Endless gratitude to Sean Bacon and the Portfolio class of 2015 for feedback, patience, and never-ending humor. Special thanks goes to Candice L贸pez, Min Choi, Amy Levine, Paul Drohan, Andrea Singer, and Amy Becraft. Acknowledgment for the use of illustrations goes to Sonya Calderon; use of idea and photography support goes to Monica Noh and Eva Sakellarides; and project collaboration goes to Bridget Kilgallon. For encouragement and support, extensive thanks to Rebecca, Fannie, Jake, Tessa, Mel, Amber, Satomi, Bridget, Lindsay, Cesar, Harry, Mike, Michael, Diolinda, and Mackenzie. Thank You!
Colophon STOCHASTIC MEANS Tila Williams CONTACT Tila.Williams@gmail.com SAN DIEGO CITY COLLEGE Graphic Design PHOTOGRAPHY Tila Williams, Eva Sakellarides and Monica Noh for Carte Blanche fashion images, Stock imagery from Dollar Photo Club and Unsplash FONTS Surveyor and Gotham Narrow SOFTWARE Adobe Creative Cloud PAPER Red River 60lb. Polar Matte Double-sided
Copyright Tila Williams 漏 2015 All rights reserved. No portion of this book may be used or reproduced without written permission from the author.