brand identity MARKETING STRATEGY logos print web
wendy chu DESIGN PORTFOLIO || 2011
one
STYLETREK || crowdsourcing pages One of StyleTrek’s major selling points is in its crowdsourcing and social networking aspect, which allows users to create an account and interact with designers and other members and submit designers that they would like to see on the site. The pages’ previous designs were generic and uninviting, so I redesigned them to be both attractive and informative. The text at the top allows users to know exactly what they can accomplish after completing each form.
two
STYLETREK || HOLIDAY EMAIL CAMPAIGN For the holiday season, StyleTrek stepped up its email campaign with three emails per week and special promotions galore. As the lead graphic designer, I created the graphics and wrote the copy in collaboration with the e-commerce manager. To the left is a complete email mockup, and to the right are a selection of main images that I designed.
three STYLETREK || trends page
StyleTrek’s trends page needed a revamp, as the previous one was very modular was not very vibrant and exciting. Shown below are the two redesigns that I created for a livelier and more dynamic presentation of trends. While they maintain the StyleTrek visual branding, they also have much more personality than the previous version.
G N four GAL G N GAL N G NG NG NG NGNN NG NASTY
NASTY NASTY GAL NASTY GAL || LOGO DESIGNS
NASTY
GAL
NASTY
NASTY
GAL
GAL
AL NASTY
AL NASTY
AL NASTY
Though the Nasty Gal online vintage and modern online clothing boutique is well known amongst fashion-followers, it lacked some cohesion in brand identity and marketing materials. I updated the logo while maintaining the values that the logo represents.
NASTY
NASTY
NASTY
G NG NG N NGN NG NGNG NG NNG N NASTY NASTYGAL GAL
NASTY
GAL
GAL GAL GAL
NASTY NASTY NASTYNASTY AL AL AL NASTY NASTY NASTY NASTY NASTY NASTY GAL NASTY GAL NASTY GAL GAL GAL
GALGALGAL NASTY GAL NASTY GAL
NASTY NASTY NASTY NASTY NASTY GAL GAL NASTY GAL NASTY GAL
GALGAL
five
CHICTOPIA.COM || EDITORIAL BANNERS Though Chictopia has had its own in-house publication blogs called Everybody is Ugly (EIU) for years, it only recently opened publishing abilities on those blogs to other users. Users who have had their articles approved receive the banner for the appropriate blog to which the article was published as an extra reward.
six
MARKETING COMMUNICATIONS CLASS: HERRADURA TEQUILA || MARKETING STRATEGY This class assignment involved strategizing ways in which various tequila brands could differentiate themselves in a growing market. My team chose to represent Herradura, a tequila company known for its old-fashioned luxury, history, and quality. We focused on the brand’s history and tradition by emphasizing those points and using images of its farm in the background.
seven
CAL DINING || LAB DINING MENU BOARDS The Lab Dining facility was undergoing a remodel and required new signinge to go along with it. My concept for the menus cleverly relates each food station to scientific terminology via equations, Greek letters, and diagrams. Though some of the references are a bit obscure, the target audience of Berkeley Lab employees are sure to understand the inside jokes.
eight
CAL DINING: CAL CATERING || BUSINESS CARDS The Cal Catering brand image needed an overhaul from one that was quirky and childish to one that is elegant and sophisticated. I was responsible for creating many of their materials, including to-go packaging, thank-you cards, and business cards. The designs below are the three final versions, and set 2 is the design that is being used today.
ROBERT O. STAYTE General Manager
ROBERT O. STAYTE General Manager | Cal Catering
phone 510-000-0000 fax 510-000-0000
stayte@berkeley.edu catering.berkeley.edu
SET 1
phone 510-000-0000 fax 510-000-0000
2601 warring st. berkeley, ca 94720
stayte@berkeley.edu catering.berkeley.edu
2601 WARRING S T. BERKELEY , CA 94720
SET 2
SET 3
nine
CAL DINING || REUSABLE BOTTLES Cal Dining is known for being eco-friendly, and selling reusable water bottles on campus is but one of its green initiatives. Not only is this bottle’s design attractive, it is also educational, with three important reasons why one ought to use reusable bottles decoratively represented in typographic art.
ten
CAL DINING || CK CUB RISE & RUN The CKC dining hall was beginning a new breakfast to-go program to address declining rates of breakfast consumption, and required both design and copywriting: the name of the program itself, the logo design, and designs for flyers and posters. I came up with the name “rise & run” as a catchy way to summarize the ideas of both breakfast and to-go. The logo is based off CKCub’s original logo with the attition of “rise and run” in italics and surrounded by lines to convey a sense of motion. The posters were based off the idea of morning though circular breakfast foods with a subtly gradiated blue background, hinting at the sun in the sky. The copy at the top further links each featured breakfast food with morning/sun.
five
NASTY GAL || BUSINESS CARDS Because Nasty Gal had been growing quickly and had been taking on new employees, it needed new business cards for the new positions and to project a more professional image of a bigger company.
N BACK
FRONT
five
ACADEMIC SERVICES: UNIT 1 || CENTER VISUAL IDENTITY Every year, each of the five Academic Services Centers is decorated according to a new theme. Last year, the theme for the Unit 1 Academic Services Center was travel. Using that theme, I turned the center into a fictitious airport for U1 Airlines, and created decorations accordingly.
Thank you for flying
DATE Wed 20 Feb
CITY LV Berkeley, CA AR Paris, France
326 P 730 P
AIRLINE U1 Non-stop
0365
ACADEMICSERVICES.BERKELEY.EDU
ร รท
abcdef ghijklmn opqrstuv wxyz
CLASS A
IP Address: 169.229.64.8
Eiffel Tower The Eiffel Tower is located in Paris, France. Since its construction in 1889, the Eiffel Tower has attracted more than 200,000,000 visitors from all over the world. Although the tower was originally widely criticized and considered an eyesore, it eventually became a symbol of French nationalism and is now one of the most recognizable structures in the world.
U1 Airlines
Our staff would like to remind you to please be respectful to other passengers by observing the following:
NO cell phones NO loud noises NO food or drink ACADEMICSERVICES.BERKELEY.EDU
TutoringHours
six
ACADEMIC SERVICES: RESIDENT FACULTY || BRAND IDENTITY
The Resident Faculty are select professors who have chosen to live in apartments located in the heart of a student dorm for more direct, friendly, and consistent interaction with students. However, students are often still hesitant to approach these professors. I softened the Resident Faculty’s images by including their photos and information for a more personal touch.
Resident Faculty
Duncan Williams
Prof. Duncan Williams East Asian Languages & Cultures
Unit 1 Resident Faculty Professor, East Asian Languages & Culture
Prof. George Chang
MEET YOUR
RESIDENT FACULTY
Phone: (510) 643-3260 Email: duncanw@berkeley.edu Office Hours: Tue 2 - 3:15 PM Office: L24 (Unit 1 Central Building)
free & GET
Interests
Random Facts
English
SUNDAY, MAY 9
* He was ordained as a Zen Buddhist monk * His mom is Japanese and his dad is British * He immigrated from Japan to the US when he was 17
10 PM - MIDNIGHT CROSSROADS
ACADEMICSERVICES.BERKELEY.EDU
Unit 1 Resident Faculty Professor, East Asian Languages & Culture
Prof. Genaro Padilla
snacks
* Meditation * Japanese Pop Culture * Tennis
DUNCAN WILLIAMS, PH.D.
Nutritional Sciences & Toxicology
ACADEMICSERVICES.BERKELEY.EDU
com
e
h th
tc e wa
with
resid
unc
lty D
acu ent f
ams
illi an W
Phone: (510) 643-3260 Email: duncanw@berkeley.edu Office Hours: Tu 2 - 3:15 pm Room L24 (Unit 1 Central Building)
ACADEMICSERVICES.BERKELEY.EDU
vited re in ts a h, 3:30pm n e id 7t 9 Res bruary G-0 nit 1unday, Fe lottman U ll S A S ACADEMICSERVICES.BERKELEY.EDU
seven
ACADEMIC SERVICES: HIRING || CAMPAIGN IDEA + LOGO
ervices demic S
Every year, Academic Services initiates a new hiring campaign to recruit new staff for open positions. Last year, the marketing team, myself included, positioned the jobs as something more meaningful than simply the prospect of a monthly paycheck. We invited actual Academic Services staff to participate in the campaign via their quotes and photos.
with Aca
W R G
“
I usually help my friends understand physics and now I am getting paid to do it. Whats not to love?
�
-- Marvin T.,Tutor
Now Hiring: Academic Services Tutors
| Math | Physics | Chemistry | Writing | $12.50/hr | Deadline: Friday, Feb. 12 at 5pm Applications available online at academicservices.berkeley.edu/jobs An Official University Poster. Please remove after 2/12/2010
nine
CAL DINING: CAL CATERING || BRAND IDENTITY + PACKAGING + MARKETING MATERIALS OPTION 1
OPTION 2
The Cal Catering brand image needed an overhaul from one that was quirky and childish to one that is elegant and sophisticated. I was responsible for creating a plethora of materials, including to-go packaging, thank-you cards, and business cards.
ROBERT O. STAYTE General Manager
ROBERT O. STAYTE
phone 510-000-0000 fax 510-000-0000
General Manager | Cal Catering
phone 510-000-0000 fax 510-000-0000
stayte@berkeley.edu catering.berkeley.edu
2601 warring st. berkeley, ca 94720
stayte@berkeley.edu catering.berkeley.edu
2 6 0 1 WARRING ST. BE RKE LE Y, C A 9 4 7 2 0
THANK YOU
FROM
OPTION 3 PROUDLY SERVED BY To insure the highest possible quality and raise design awareness. please be sure to follow the Design Quality Check/Reminder.
Ideal Imprint Alert/Reminder:
ROBERT O. STAYTE General Manager, Cal Catering
phone 510-000-0000 fax 510-000-0000
stayte@berkeley.edu catering.berkeley.edu
2601 WA RRI NG ST. BERKELEY, C A 94720
A DIVISION OF CAL DINING
GC9OF Imprint Area = 1 3/4” X 8 3/8”
Part No. ?
GC9OF
? INK COLORS:
Imprint area begins approximately 11/16” from the bottom of the cup.
four NASTY GAL || BUSINESS CARDS
Because Nasty Gal had been growing quickly and had been taking on new employees, it needed new business cards for the new positions and to project a more professional image of a bigger company.
N NASTY
GAL
NG
www.shopnasty gal. com
www.shopnasty gal. com
NASTY
GAL
NASTYGAL
www.shopnasty gal .com
BACK
N NG
SOPHIA AMORUSO FOUNDER | CEO . SOPHIA@SHOPNASTYGAL.COM 1309 66TH STREET EMERYVILLE, CA 94608 | 510.547.5502
NG
SOPHIA AMORUSO FOUNDER
|
CEO
sophia@shopnastygal.com
NG SOPHIA AMORUSO
1309 66th Street Emeryville, CA 94608 510.547.5502
FRONT
FOUNDER | CEO . SOPHIA@SHOPNASTYGAL.COM 1309 66TH STREET EMERYVILLE, CA 94608 | 510.547.5502
one
CHICTOPIA.COM || WEBSITE REDESIGN The Chictopia website design has been static for quite some time, particularly the home page, which poorly reflected the new features that the community had to offer. The home page is a current work in progress and will be implemented in coming months. Further proposed changes include a sleeker new logo and a more user-friendly color scheme.
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