Portfolio of Tracy Moeller

No. 01

This is not the end. —Selected Works by Tracy Moeller

O B J E C T I V E Present an overview of my work as a graphic design student at the Academy of Art.

C O N C E P T This portfolio is the first volume of my work as an aspiring graphic designer. The contents are merely the beginning and ending of my formal education. It will now be up to me to seek out the people who can make me a better designer. To make more, and better mistakes, and to fail more, so that I can learn more. To produce the kind of work that I want to see in the world. To be the type of designer that I would be proud to be.

PROJECT

Senior Portfolio COURSE

Portfolio INSTRUCTOR

Mary Scott

No. 01

This is not the end. —Selected Works by Tracy Moeller

O B J E C T I V E Present an overview the work that I’ve created as a graphic design student at the Academy of Art.

C O N C E P T This portfolio is the first volume of my work as an aspiring graphic designer. Its contents are merely the beginning and ending of my formal education. It is now be up to me to seek out the people who will make me a better designer. To make more, and better, mistakes and to fail more, so that I can learn more. To produce the kind of work that I want to see in the world. To create designs that include all people. To be the type of graphic designer that I would be proud to be.

PROJECT

Senior Portfolio COURSE

Portfolio INSTRUCTOR

Mary Scott

No. 00

It is not failure if you enjoyed the process.

—Oprah Winfrey

O B J E C T I V E Design a book that represents who I have been, who I am, and what I have learned as a graphic designer thus far.

C O N C E P T In order to build on the knowledge that I gained on my previous career path, I have endured countless all-nighters, sought out friends and teachers who supported me, challenged me, and pushed me farther than I ever thought possible. I have stared down and defeated the dreaded blank page innumerable times, all in the name of becoming a graphic designer. I have tried and failed over and over again until I’ve succeeded. Yet as with many design projects, this project, called “education”, will never really be completed. I must continue to grow and evolve as a designer long after the glory of graduation has ended. It is now up to me to seek out co-workers, friends, mentors, and clients, who will show me and teach me things I hadn’t imagined, and I will hopefully be able to do the same for them.

PROJECT

Graphic Designer COURSE

Personal Growth INSTRUCTOR

Failure

No. 00

Table of Contents

Selected works of Tracy Moeller from 2016 - 2019

PROJECT

01

SANAA Museum Exhibition

PROJECT

UI/UX

76

Branding

96

UI/UX

124

Typography

144

Typography

164

07

Frutiger Card Set

PROJECT

54

06

Wanderlist App

PROJECT

Branding

05

Artika Brand Creation

PROJECT

26

04

DateNighter App

PROJECT

Branding

03

Snowboarder Magazine Rebrand

PROJECT

06

02

Turkish Airlines Rebrand

PROJECT

Branding

08

Type Speaks Conference

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PROJECT 01

No. 01

Architecture is where imagination meets life. —S A N A A

0011

O B J E C T I V E A branding project for an exhibition at SFMOMA featuring the renowned Japanese architectural firm, SANAA.

C O N C E P T SANAA is a Pritzker Prize-winning Japanese architecture firm known for their minimalist designs. Their work melds both organic and geometric shapes often using thin sheets of reflective metal and glass in order to lessen the dissonance between the outside and inside worlds. As SANAA is not well-known outside of architectural circles, it was important to create a system that would act as an introduction to their work for the general public. Combining elements from their designs and showing bits of their design process gives the public a hint of what they will see in the exhibition, in order to generate a curiousity to see more. A minimal use of color keeps their delicate, often organic, designs from being overpowered, and speaks to their innate modern architectural style.

PROJECT

Museum Exhibition COURSE

Graphic Design 2 INSTRUCTOR

John Nettleton

MUSEUM EXHIBITION

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MOELLER

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MUSEUM

EXHIBITION

RYUE NISHIZAWA

KAZUYO SEJIMA RYUE NISHIZAWA

Lorem Ipsum qu Lorem Ipsum qu Lorem Ipsum qu

Lorem Ipsum quo vadis Lorem Ipsum quo vadis Lorem Ipsum quo vadis

SANAA

SANAA

SANAA Lorem Ipsum quo vadis Lorem Ipsum quo vadis Lorem Ipsum quo vadis

SANAA

SANAA

Lorem Ipsum quo vadis

Geometric

KAZUYO SEJIMA

RYUE NISHIZAWA

SANAA : RYUE/KAZUYO

um quo vadis

Lorem Ipsum quo vadis Lorem Ipsum quo vadis Lorem Ipsum quo vadis Lorem Ipsum quo vadis

airy bright curvilinear organic grid

consistent continuity

flowing natural open sinuous

effortless contemplative

exposed

inclusive

interplay

RYUE NISHIZAWA /KAZUYO SEJIMA

air

Lorem Ipsum qu Lorem Ipsum qu

coherent

SANAA Lorem Ipsum quo vadis

Lorem Ipsum quo vadis Lorem Ipsum quo vadis

atmospheric

empathetic fluid

SANAA

KAZUYO SEJIMA

smooth reflective

ethereal

SANAA

RYUE NISHIZAWA

SANAA : RYUE/KAZUYO Lorem Ipsum quo vadis Lorem Ipsum quo vadis Lorem Ipsum quo vadis Lorem Ipsum quo vadis

SANAA Lorem Ipsum quo vadis

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SANAA

KAZUYO SEJIMA // RYUE NISHIZAWA

architecture is environment dec 17, 2016–feb 27, 2017

An exhibition of the Pritzker awardwinning Japanese architects Kazuo Sejima and Ryue Nishizawa, founders of the firm SANAA, featuring their projects, inspiration, and architectural models. for more info: sfmoma.org

PROJECT

01

019

MUSEUM

EXHIBITION

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END THE NOT IS THIS 022

SANAA architecture is environment

Interior of the Louvre Lens museum in Lens, Pas de Calais, France, 2012.

Image courtesy of Stephan Nierop.

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Large scale model of the Rolex Learning Center in Lausanne, France, 2010.

Image courtesy of Nilton Suenaga.

Zollverein School of Management & Design in Essen, Germany, 2006. Image courtesy of Thomas Willemson.

PROJECT 01 023

The “armless chair” that SANAA developed for the NextMaruni project, 2004. Image courtesy of Maruni Wood Industry.

Small scale model of the New Museum in New York City, NY 2006. Image courtesy of SANAA.

Interior of the Hiroshi Senju Museum in Karuizawa, Japan, 2011. © International Cultural College Foundation; photo courtesy of Ken Lee.

Paper model studies for The River for which they won the M C HAP award in 2016. © Thomas Demand; photo courtesy of Matthew Marks Gallery, New York.

Ryue Nishizawa and Kazuo Sejima, principle architects of SANAA.

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SANAA EXHIBIT

SANAA EXHIBIT

SANAA environment architecture is environment

16–feb 27, 2017 dec 17, 2016–feb 27, 2017

Overhead View of the Rolex Learning Center

Overhead View of the Rolex Learning Center

New Museum in New York City

New Museum in New York City

PROJECT 01

SANAA EXHIBIT

027

Elevation Map of the Rolex Learning Center Image courtesy of SANAA; © 2010 SANAA

Listen

The topography lends an extraordinary fluidity to the building’s flexible open plan—a flow that is emphasized by fourteen voids in the structure, of varying dimensions. These are glazed and create a series of softly rounded external “patios”, as the architects describe them.

The patios are social spaces and provide a visual link between the inside and the outside. They are very much part of the building. From the higher areas, visitors may enjoy views not only of the campus but, spectacularly, of Lake Geneva and the Alps.

MUSEUM EXHIBITION

With all its unity and variety, the Rolex Learning Center is, as described by Kazuyo Sejima on the announcement that SANAA had won the architectural competition, an “intimate public space”. The Rolex Learning Center embodies the aims and philosophy of the EPFL, setting the

SELECTED

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028

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PROJECT 02

No. 02

The lure of flying is the lure of beauty. —Amelia Earhart

029

O B J E C T I V E Design a mobile application that solves an unsolved problem that you are passionate about.

C O N C E P T Turkish Airlines is the national airline of Turkey. It offers services to 304 destinations across the globe making it the largest carrier in the world. The airline, once plagued by safety and maintenance issues, has made huge improvements over the last decade to become an award-winning airline. Unfortunately their identity doesn’t match their current status, let alone the country they represent. With a focus on making the new brand as warm, friendly, and modern as the country and the people it represents, the new wordmark incorporates the shapes, domes and minarets, of the famous mosques found throughout the country. In addition, the tulip, a plant that is native to Turkey (not Denmark) and represented in many forms of decoration throughout Turkish history, replaces the non-native bird symbol that is currently in use. A rich red and turquoise were also chosen for their historical significance as the colors of the Ottoman empire.

PROJECT

Airline Rebrand COURSE

Identity 2 INSTRUCTOR

Thomas McNulty

AIRLINE REBRAND

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PROJECT 03

No. 03

If you are not falling, you are not learning. —Unknown

055

O B J E C T I V E A rebranding project for a niche magazine to move it into a new larger market space in order to give it a broader appeal.

C O N C E P T Started in 1987, Snowboarder Magazine is the self-proclaimed mostread magazine on snowboarding. Its lean staff runs a website that is updated regularly while publishing a print magazine 5 times a year. Its style is essentially Thrasher for snowboarders—spreads that rely heavily on amateur photography, and typography that is poorly managed to the point of being, at times, illegible. The objective of the rebrand was for Snowboarder Magazine to move into the broader mid-range snow sports magazine market. The redesign required streamlining and updating the design, while maintaining some of the personality of the current magazine, in order to compete with the bigger snow sports magazines, like Transworld, that are currently dominant in the mid-range snow sports magazine market.

PROJECT

Magazine Rebrand COURSE

Typography 2 INSTRUCTOR

John Nettleton

MAGAZINE REBRAND

SELECTED

WORKS

BY

TRACY

MOELLER

056

SNOWBOARDER MAGAZINE

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MAGAZINE

REBRAND

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PROJECT 04

No. 04

Having a date night is cheaper than a divorce.

—Unknown

077

O B J E C T I V E Design a mobile application that solves a problem in the world that you are passionate about.

C O N C E P T Date night is something that my husband and I, and many of our friends have struggled to make happen regularly with our very busy schedules.

Finding new places to go and booking reservations ahead of time takes time and energy we don’t always have. As a result, our date nights often ended up being “let’s just stay home and eat takeout while watching Netflix while also working on our laptops nights”. After conducting some research amongst our friend groups, I set out to create an app that would remove some of the challenges to setting up date nights. The Date Nighter app is a personalized dining concierge app for people who love to dine out regularly, but don’t have the time to do the discovery or make reservations themselves. It learns your likes and dislikes, provides quick suggestions for new restaurants to try, and makes it easy to set up recurring date night reservations.

PROJECT

Mobile App COURSE

Graphic Design 3 INSTRUCTOR

Sarah Seward

MOBILE APP

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MOELLER

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DateNighter

MOBILE

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DateNighter

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04

085

MOBILE

APP

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gem boasts a classic menu and a broad wine list composed of both local and Italian bottles. The bright,

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Northern Italian trattoria. The bustling neighborhood

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Delfina is husband-and-wife duo Craig and Anne Stoll’s

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LihoLiho Yacht Club Delfina is husband-and-wife duo Craig and Anne Stoll’s Northern Italian trattoria. The bustling neighborhood gem boasts a classic menu and a broad wine list composed of both local and Italian bottles. The bright, casual space allows the food to take center stage under the soaring ceilings.

Leo’s Oyster Bar

$$$$ Seafood Financial District

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At Leo’s Oyster Bar, seafood and bar classics share the stage with craft cocktails and a wine list with special attention paid to Champagne and Rosé.

Centrally located in the FiDI, Leo’s is the perfect place for a light lunch, after work drinks, dinner, or late night supper.

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8:00pm

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Hey! Here’s that list of restaurants that I promised to send you!

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Alba Rays $$$$

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Seafood Financial District

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Barbecue Lower Haight

Last Dined 4/10/2017

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Make a Reservation

August (1) Five 093

$$$$ Indian Civic Center

Last Dined 11/2/2016

Saturday, April 26

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7:00pm

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August (1) Five is a modern Indian restaurant named for the date of India’s independence from British rule. Located in the heart of San Francisco’s Civic Center neighborhood...

Address: 524 Van Ness Ave., San Francisco, CA Hours: CLOSED - Opens 5pm SEE MORE

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PROJECT 05

No. 05

Enjoyment of the landscape is a thrill.

—David Hockney

97

O B J E C T I V E Design and market a new product offering that utilizes futuristic technology as an extension of an existing brand.

C O N C E P T After looking into fuel cell technology, and thinking of possible practical applications of it, I developed the idea for Artika, an extreme cold weather jacket that would be sold by Nike. I chose Nike for their drive to always offer the most technologically advanced sports products, and saw this item as the perfect opportunity for them to enter into the world of snow sports, which is not currently an area they are selling in. Using fuel cell technology to power the heating system within the jacket, would allow for a less bulky jacket that weighs approximately the same as a standard cool weather jacket. The jacket would be able to heat the wearer’s core body temperature for up to 8 hours. Marketing would be directed at avid winter sports enthusiasts, and to those early adopters, who just want to own the latest, coolest technology as soon as it is available. Deliverables included a brochure, a poster ad, a clothing hangtag, an app, and a webpage that would nest within the Nike website, but still have it’s own personality.

PROJECT

Idea Imaging COURSE

Graphic Design 2 INSTRUCTOR

John Nettleton

BRAND CREATION

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A RT I K A OU T E RWE A R A RT I K A OU T E RWE A R

ART IKA O UTE RWE A R

ARTIKA OUTERWEAR

ARTIKA OUTERWEAR

ARTIKA

ARTIKA

ARTIKA

ARTIKA OUTERWEAR

ARTIKA Final logo

BRAND

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Heated Lining

117

Our fuel cell packs weigh less than a pound, and provide heat for up to 8 hours without adding additional bulk.

Heater coil wires run throughout the removable lining.

The temperature is controlled by a

Zig-zagging heater coil wires contained inside the shell provide balanced heat of up to 105 degrees to your core.

phone app.

It’s your armor against the cold.

Waterproof Shell

Fuel Cell Pack

Wind Protection

W ill keep you and your

Contained in the lining.

A breathable outer

tech dry no matter what

Lasts up to 8 hours

layer that lets air out,

the weather throws

on the lowest setting.

but not in.

at you.

Weighs 7 ounces.

ADDITIONAL FEATURES Attached, fully adjustable, hood with hidden draw cord system.

Center front zip and velcro closure keep out wind.

Pit zip vents.

Two secure zip hand pockets.

Adjustable velcro cuff tabs.

Hem cinch cord.

BRAND

Internal tech security pocket.

Control the temperature, check battery life, set up notifications or quickly turn the temperature on or off through the Artika App on your phone.

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118

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05 119

BRAND

CREATION

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120 THIS

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05

121

BRAND

CREATION

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122 THIS

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05

123

BRAND

CREATION

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124

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No. 06

The journey, not the arrival, matters.

—T.S. Elliot

125

O B J E C T I V E Design a mobile application that solves a problem in the world that you are passionate about.

C O N C E P T As a big list keeper and travel enthusiast, who is always looking for, and noting down, the cool places only locals know or the newest restaurants or stores that I see on social media, I landed on creating an app that gives travelers, like myself, a better way to keep track of and allow better access to, these “wanderlists”, i.e. travel wish lists. Research on travel apps found them lacking the needs that I and other travelers I interviewed requested, particularly the ability to easy populate a map with the places you had on your list, and to receive notifications on your phone when an item on your list happened to be nearby as you wander about. Thus Wanderlist was created, an app allows users to create and store shareable lists of places to see, things to do, or food to eat for all of your dream trips. Whether you are leaving on a trip today or in the future, you won’t ever have to worry about missing out on those important places.

PROJECT

Mobile App COURSE

Interactive Design INSTRUCTOR

Bob Slote

MOBILE APP

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126

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06

127

MOBILE

APP

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128

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06

129

MOBILE

APP

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130

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WanderList Architecture

THE

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06

131

MOBILE

APP

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132

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WANDERLIST Your travel wishlist.

133 MOBILE APP

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06

135

MOBILE

APP

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136

WANDERLIST

SAVED LISTS

CREATE LISTS

EXPLORE

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06

137

MOBILE

APP

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138

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Paris

MAP

Les Deux Magots

Cafe Hangout of artists in the early 20th century.

Louis Vuitton

High-end French fashion house founded in 1854.

Laurent-Prache Sq.

Small park bordering the St. Germain Church.

FILTER

689 ft 164

787 ft 64

886 ft 14

Musée des Arts Décoratifs 1.0 mi Museum of decorative arts and design.

20

Musée Rodin

A mansion houses works by sculptor, Auguste Rodin.

Paradis Latin Cabaret The world’s oldest cabaret theater.

Delete

1.2 mi 140

1.4 mi

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140

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Paris

LIST

FILTER

141

LES DEUX MAGOTS

MOBILE APP

END THE NOT IS THIS

Istanbul

Saved Lists

Add a cover image

Istanbul has been created.

Time to start planning your trip by adding locations!

Upload a photo

Paris

MAP

Les Deux Magots ISTANBUL

Cafe Hangout of artists in the early 20th century.

FILTER

689 ft 164

Turkey

0 locations

Merci

Large concept store & cafe in the trendy Marais district.

or choose an existing photo

Laurent-Prache Sq.

Small park bordering the St. Germain Church.

PARIS France

Musée Rodin

A mansion houses works by sculptor, Auguste Rodin.

18 locations

142

Eminönü Yeni Camii

Paradis Latin Cabaret The world’s oldest cabaret theater.

Galata Tower

NEW YORK United States

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22 locations

2.6 mi 13

886 ft 14

1.2 mi 140

1.4 mi

PROJECT

06

143

MOBILE

APP

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PROJECT 07

No. 07

Typography must be as beautiful as a forest.

—Adrian Frutiger

145

O B J E C T I V E Design a promotional card set that highlights the features and benefits of any of font of your choosing.

C O N C E P T The font I chose for this project was Adrian Frutiger’s eponymous font, Frutiger. Developed for use on signage at the newly built Charles de Gaulles Airport in Paris in 1970, Frutiger was specifically designed to be legible at great distances and at variable text sizes from very small to large. In addition the font was later adopted by the Swiss federal roads department with some modifications, for use on road signs throughout the country. The card set is a nod to both the font’s original intended use as airport signage, and then its later use on Swiss road signage. The use of pop colors is meant to give it an element of playfulness and youthfulness that is further expressed in the design and copy of the card set.

PROJECT

Font Card Set COURSE

Typography 2 INSTRUCTOR

John Nettleton

FONT PROMOTION

Frutiger by Adrian Frutiger.

Helping travelers find their way since 1975.

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END THE NOT IS THIS 150

Âť Helping travelers ďŹ nd their way since 1975...

Type designer, Adrian Frutiger, developed the Frutiger Typeface for the Charles de Gaulle Airport in Paris, France, which was opened in 1975.

The Frutiger Typeface is available from the Linotype Foundry in 14 weights including a condensed version. Frutiger is perfect for use not just on signage, but for headlines and body text, as well.

The typeface is available for print or digital use.

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Designed by Tracy Moeller

PROJECT

07

»

151

FRUTIGER

Type in Motion

«

FONT

PROMOTION

FRUT IGER: Type in Mo t io n

Can you read me now?

Frutiger reportedly tested the effectiveness of the typeface for poor lighting conditions and fog by blurring the letters and checking which letterforms could still be identified.

PROJECT

07

153

FONT

PROMOTION

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Frutiger’s Iconic Square

BY

156

i

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157

The square dot over the lowercase i and j is Frutiger’s signature design element.

PROJECT

j

FONT

PROMOTION

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160

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FRUT I G ER: Ty pe in Motion

Exit Tour of Type Anatomy: Lowercase

Very high x-height, (perhaps too high for body text) but increasing its clarity for headings.

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164

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PROJECT 08

No. 08

They are taking the soul out of our city.

—René Yañez

165

O B J E C T I V E A book for a conference that explores experimental typography in the context of culture or learning.

C O N C E P T My idea for the conference came out of the idea of how typography can shape our cities and give a voice to the people living within them, and the risk of that being stripped away by the homogenization of the global culture. I decided to create a book that documents the typographical vernacular of one of San Francisco’s oldest neighborhoods, the Mission, and the affect that modernization has had on the neighborhood and its residents using their art and their voices. The book, and the corresponding neighborhood tour, will be a mode for a discussion around the constant evolution of community and environment, and how graphic designers can help preserve the personality of cities across the globe while still supporting the need for growth and change within them.

PROJECT

Typography Conference COURSE

Typography 4 INSTRUCTOR

Ariel Grey

TYPOGRAPHY CONFERENCE

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168

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08

169

TYPOGRAPHY

CONFERENCE

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170

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171

TYPOGRAPHY

CONFERENCE

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173

TYPOGRAPHY

CONFERENCE

the Mission

8

We need CULTURAL PRESERVATION,

not CULTURAL TOURISM.

9

René Yañez, artist

the Mission

They are taking the SOUL out of our city.

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177

TYPOGRAPHY

CONFERENCE

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178

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179

TYPOGRAPHY

CONFERENCE

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08

181

TYPOGRAPHY

CONFERENCE

Acknowledgments

M Y H U S B A N D Thank you for supporting me in my dream through all the stress-filled days and sleepless nights.

TO

M Y S O N You’ve shown me that I’m capable of far more than I ever thought possible, and that the world is full of exciting and wonderful things.

TO

M Y D A D You prove every day that there is no end to learning, and that you can always strive to do better.

TO

M Y M O M Your creativity and hard work is a constant inspiration to me, and something I will always carry with me.

TO

T O M Y I N S T R U C T O R S John Nettleton, Ariel Grey, Phil Hamlett, Scott Rankin, Amy Broadbent, Bob Slote, Aries Nunez, Wioleta Kaminska, Thomas McNulty, Sarah Seward, and Mary Scott.

Thank you for pushing me, for driving me to want to do ever better, for your patience, for your time, and for your encouragement.

Colophon

Tracy Moeller 408-768-7427 tracymoeller@gmail.com tracymoeller.com

CONTACT

Academy of Art University, School of Graphic Design

SCHOOL

TYPEFACES

GT Sectra and Roboto Mono

PAPER

STOCK

100# Mohawk Eggshell Text

COVER

STOCK

Arrestox Colonial Blue Vellum

PRINTING BINDING SOFTWARE

Autumn Press, Berkley, CA The Key Printing & Binding, Oakland, CA. Adobe Creative Cloud