Elements Selected works of Abby Whelan

Page 1

Elements

Pieces, parts, and conceptual findings to make up the whole.

Selected works of Abby Whelan

Elements

Pieces, parts, and conceptual findings to make up the whole.

Selected works of Abby Whelan

Copyright © 2016 Abby Whelan All rights reserved. No part of this publication is allowed to be reproduced or transmitted in any form without written mission from the copyright holder stated above. ABBY WHELAN

Elements 650 714 1557 abbybwhelan@gmail.com abbywhelan-design.com ACADEMY OF ART UNIVERSITY

School of Graphic Design 79 New Montgomery Street San Francisco, CA 94105

ELEMENTS

SELECTED WORKS OF ABBY WHELAN

SENIOR PORTFOLIO | ELEMENTS

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ELEMENTS

SELECTED WORKS OF ABBY WHELAN

Dedicated to my mom, my dad, and my siblings for their unconditional love and support as I have navigated through my graphic design journey.

SENIOR PORTFOLIO | ELEMENTS

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ELEMENTS

SELECTED WORKS OF ABBY WHELAN

Every project begins with a pen and a piece of paper. Ideas are imagined, concepts are originated, and designs are created by gathering our knowledge and putting our thoughts on to paper. Elements indicate irreducible simplicity, breaking down each idea to its core. Every element of our lives contributes to who we are as people, and as designers. In turn, every project and creation is a combination of various elements. Defining the essence of each project will help us tell our story. My portfolio is built around this concept.

SENIOR PORTFOLIO | ELEMENTS

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SELECTED WORKS OF ABBY WHELAN

Bridging the Gap

10 – 29

The Power of Paper

30 – 49

Click, Sit, Eat

50 – 63

Enjoy the Voyage

64 – 91

Turning Thoughts

92–113

Welcome to the Neighborhood

114 –131

Mediterranean Secret

132–147

Discover Where the Music Lives

148–157

Environmentally Beautiful

158–171

Identities

172–181

SENIOR PORTFOLIO | ELEMENTS

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Bridging the Gap

Course | Typography 4 Category | Book Design Instructor | Ariel Grey Term | Spring 2016

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10

The speed at which we communicate has been evolving at an exponential rate. The Telephone replaced the Telegraph. The Internet disrupted the Telephone. The digital world has completely immersed itself into everyday human life. What’s next? Augmented reality is a form of communication that bridges the gap between the real and digital world. With new emerging reality experiences, we can transform our ability to communicate, collaborate, and create. Today we communicate through text, photography, and videography. Soon we will be able to communicate through experience.

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PROJECT | BRIDGING THE GAP

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Bridging the Gap OBJECTIVE

Design a three day conference of extreme conceptual/experimental content about a topic that addresses an aspect of experimental typography or future technology. The deliverables include a 60 page conceptual book, promotional poster, kinetic video and digital conference badge. SOLUTION

I chose to explore Augmented reality. AR allows one to see through layers of graphics super-imposed over the real world, in turn brightening our understanding of the world around us. My concept for this conference was “enhance� in order to convey idea that the power and future of communication is endless. It can dramatically enhance our knowledge of the world. I approached this through a technologically driven, bright, overlay look and feel with my typography and graphics. This conference is geared towards artists, engineers, designers, and researchers who are fascinated with the future of our communication.

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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S E L E C T ESDE LWE O CR TE KD S W O FO R AK BS B YO W F H AE B LBAYNW H E L A N

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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The Power of Paper

Course | Graphic Design 2 Category | Brand Identity, Print Instructor | Thomas McNulty Term | Spring 2015

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30

Many ask the question of whether or not paper books are disappearing. E-books and tablets have surged in popularity over the past decade. But, to read a real book is another experience. It can be done everywhere without depending on technology or any other devices. There is something to say about paper — its texture, color, dimension, and strength. The use of paper allows the storyteller to not only tell the story through words, but also through human touch. Yes, the world is quickly turning digital, which is inevitable during the time in which we are living. As a designer, it is important to illustrate the power of paper and all its capabilities.

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P R O J E C T | T H E P O W E R O F PA P E R

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The Power of Paper OBJECTIVE

Design a new brand identity for a paper mill of your choosing. Create three paper swatch booklets that the company would send out to their customers. Be engaging and demonstrate knowledge of visual language and solid craftsmanship skills while staying true to your underlying concept and message. SOLUTION

I chose The French Paper Company. It is one of the last small independent paper mills in America and has touched three centuries of family generations, making it one of the smartest and strongest paper mills in the country. I approached this project with the intent to convey the power paper has in telling a story, whether it’s through texture, color, thickness, transparency, or size. My goal was to keep the family tradition alive while revamping their brand. I categorized their paper into three categories: Be Bold and Bright, Evoke a Feeling, and Sturdy Dimension. Through this, the reader can determine which type of paper would best convey their story.

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PROJECT | BRIDGING THE GAP

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French Paper

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French Paper Co.

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P R O J E C T | T H E P O W E R O F PA P E R

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P R O J E C T | T H E P O W E R O F PA P E R

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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P R O J E C T | T H E P O W E R O F PA P E R

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French Paper Co. 100 French Street Niles, MI 94120

Tel: +1 269 683 -1100 Fax: +1 269 683 3025 frenchpapercompany.com

6 generations of growth. 100% Hydroelectric. “Paper is our middle name.”

JERRY FRENCH President jerry.french@gmail.com French Paper Company 100 French Street Niles, MI 94120

April 22, 2015

Tel: +1 269 683 -1100 ext 2000

John Smith 3056 Gough Street San Francisco, CA 94123

46 Dear Mr. Smith, I would like to congratulate you on becoming a new customer of the French Paper Company. Being a family business of 6 generations, we pride ourselves on loyalty and producing the finest paper while staying environmentally friendly. We have been manufacturing paper for more than 140 years in the same community of Niles, Michigan. In an industry known for corporate acquisitions and shutdowns, French Paper has persevered, emerging as one of the strongest, smartest, and most consistent paper brands around. Remaining as one of the last, small, independent mills in America, We have learned to take our direction from customers, not corporate consultants. We keep our eye on the bottom line by improving our product lines, and when they talk about stock, they mean papers, not shareholder value. We listen to our customers and you are our highest priority. We look forward to hearing your feedback and if you have any concerns please don’t hesitate to ask. Welcome to the family! Best Regards,

Jerry French President, French Paper Co.

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P R O J E C T | T H E P O W E R O F PA P E R

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P R O J E C T | T H E P O W E R O F PA P E R

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Click, Sit, Eat

Course | User Experience Category | Mobile Instructor | Bob Slote Term | Spring 2015

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San Francisco is known for its vast array of restaurant cuisines scattered around the city. From the infamous Michelin star rated Gary Danko to your favorite hole-in-the-wall burrito place in The Mission, the restaurant business is continuously buzzing. When fine dining, it is crucial that your entire experience is optimal. With the digital capabilities we have, there is no reason why it should not be as seamless as possible. The possibilities are endless in this day and age; they are all at your fingertips.

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P R O J E C T | C L I C K , S I T, E AT

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Click, Sit, Eat OBJECTIVE

Design a mobile application with the creative freedom to pick a topic of our choosing. SOLUTION

For this project, I chose to focus on the restaurant industry and design a mobile application that caters to the customers experience. Finding reservations in a bustling city can be a bit of a hassle. Whether it is figuring out where to park or determining which restaurant to go to, going out to dinner shouldn’t be a chore. I noticed a need for a better dining experience, therefore I created Rezzit. Rezzit is designed to make one’s dining experience and reservation making easier and more enjoyable. This mobile application will allow you to see the layout of a restaurant when making a table reservation, view parking nearby, make special personal requests to the waiter, see restaurant ratings, and much more.

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PROJECT | BRIDGING THE GAP

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P R O J E C T | C L I C K , S I T, E AT

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Rezzit 57

PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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P R O J E C T | C L I C K , S I T, E AT

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P R O J E C T | C L I C K , S I T, E AT

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Enjoy the Voyage

Course | Identity 2 Category | Brand Identity Instructor | Thomas McNulty Term | Spring 2016

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64

The concept of flying has been around since mankind. It was not until the early 1900’s that we took a revolutionary leap that landed us with the first aircraft. We achieved the unthinkable and it transformed human lives. This has given us the opportunity to travel the world with ease. OpenSkies is an airline that predominately flies non-stop from New York to Paris. When connecting two of those most desirable cities, why not make the voyage as enjoyable as possible?

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P R O J E C T | E N J O Y T H E V O YA G E

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Enjoy the Voyage OBJECTIVE

Rebrand an airline, sports venue, or car service of your choosing. Design a series of applications that visually and conceptually aid to your new brand identity. SOLUTION

OpenSkies is a transatlantic airline owned by British Airways and headquartered in Rungis, Paris. On their website they mentioned that they “invite you to an uniquely premium experience on nonstop flights...Offering exclusive in flight comfort and quick and easy boarding�. After reading reviews and observing their brand identity, this seemed far from the truth. It was my goal to create an identity that followed their mission stated above. I approached this by cleaning up and modernizing their brand identity with soothing colors. I stayed consistent among all applications while remaining memorable amongst competitors.

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PROJECT | BRIDGING THE GAP

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P R O J E C T | E N J O Y T H E V O YA G E

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OPENSKIES 70

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OPENSKIES 71

PROJECT | E BN R JI D OG YIN TH GE TVHO E YA GA GPE

0 1 0022 0033 0044 0055 0066 0077 0 0 0 9 1 01 0 88 09

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P R O J E C T | E N J O Y T H E V O YA G E

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P R O J E C T | E N J O Y T H E V O YA G E

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P R O J E C T | E N J O Y T H E V O YA G E

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PROJECT | BRIDGING THE GAP

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P R O J E C T | E N J O Y T H E V O YA G E

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P R O J E C T | E N J O Y T H E V O YA G E

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P R O J E C T | E N J O Y T H E V O YA G E

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BRITISH AIRWAYS

OPENSKIES

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DEPARTURE DATE

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CHILDREN

+

P R O J E C T | E N J O Y T H E V O YA G E

RETURN DATE

+

FIND FLIGHTS

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P R O J E C T | E N J O Y T H E V O YA G E

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PROJECT | BRIDGING THE GAP

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Turning Thoughts

Course | Typography 3 Category | Book Design Instructor | Ariel Grey Term | Fall 2015

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92

Imagine going through your regular daily routine, then suddenly you are struck with panic, leading to shortness of breath, increased heart rate, tingling limbs, and complete anguish. Anxiety disorders affect 18.1% of adults in the United States. Of the 18%, only one-third will receive treatment, and of those, only 10% will receive proper treatment. It has become the #1 mental health issue in America. We live in a society that tends to try and hide mental disorders and push them aside. How can we help someone who is going through a panic attack? There is a stigma around mental disorders, and as a community and support system it is important for us to face the issue head on and help one another.

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PROJECT | TURNING THOUGHTS

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Turning Thoughts OBJECTIVE

Design an experimental typography book that explores a topic of scientific study. Deliverables include a 60 page coffee-table book, bookmark, and website in which the viewer can purchase this book. SOLUTION

Having a background in Psychology, I am extremely intrigued by the human mind. Learning about the brain’s connections, the process in which we learn, and the reason why humans react to certain situations is something I am passionate about. Anxiety is a leading mental illness in the United States, and I wanted to design a book that looks into anxiety in a realistic but non-frightening way. I had a clinical approach when designing, while incorporating intricate details throughout the typography to convey the complexity of this disorder. The graphics juxtapose the typographic treatment by being bold and dramatic. My goal in doing this was to display how the individual who is suffering may be feeling, in turn giving the audience a better visual understanding of anxiety.

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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PROJECT | TURNING THOUGHTS

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PROJECT | TURNING THOUGHTS

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PROJECT | BRIDGING THE GAP

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PROJECT | TURNING THOUGHTS

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PROJECT | BRIDGING THE GAP

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PROJECT | TURNING THOUGHTS

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PROJECT | TURNING THOUGHTS

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Welcome to the Neighborhood

Course | Identity 2 Category | Brand Identity Instructor | Thomas McNulty Term | Spring 2016

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In the 1950’s, Joe Coulombre, aka Trader Joe, was inspired by the increased popularity and interest in the Tiki culture. He wanted to create a store that packaged innovative, hard to find, quality goods that were affordable for the consumer. With that, Trader Joe’s was formed. They designed a business model wherein they buy directly from suppliers, bargain for the best price, contract early and do not charge the supplier’s fees for putting their products on store shelves. In turn, Trader Joe’s customers get great food for great prices. Since they began business in the 1950’s, Trader Joe’s prides itself on value. It is a store for the people, from the products they put on their shelves to the welcoming and positive vibe of their employees.

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PROJECT | WELCOME TO THE NEIGHBORHOOD

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Welcome to the Neighborhood OBJECTIVE

Design a new brand identity for a retail store of your choosing. Create identity systems and applications across a variety of traditional and digital media while maintaining a consistent voice, concept, tone, and message. SOLUTION

I chose to rebrand Trader Joe’s. I grew up shopping at Trader Joe’s with my mom, and from whenever I can remember it has always had such a welcoming and positive vibe to it. With that being said, it also has not gone through many brand updates over the decades. I wanted to solve this problem I had noticed. My goal was to revamp their brand identity in a welcoming and friendly way while maintaining their uniqueness and core roots. Trader Joe’s prides themselves on providing their community with great food for great prices. I wanted to portray this throughout all applications.

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

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PROJECT | WELCOME TO THE NEIGHBORHOOD

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PROJECT | BRIDGING THE GAP

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PROJECT | WELCOME TO THE NEIGHBORHOOD

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PROJECT | BRIDGING THE GAP

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PROJECT | WELCOME TO THE NEIGHBORHOOD

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PROJECT | BRIDGING THE GAP

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Mediterranean Secret

Course | Visual Systems 2 Category | Print Instructor | Sean McGuire Term | Spring 2016

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The sea, people, and deep-rooted culture that surround the Mediterranean Region make it one of the most beautiful places in the world. Not only is the landscape captivating, but also the aesthetics and architecture. The colors echo those of the sea and the designs are composed of distinct and bold geometric patterns. The importance of the olive is paramount in the Mediterranean society as well. Culturally, the olive branch is a symbol of peace and eternal life; the olive is a symbol of friendship and a source of wealth. Although there are many uses for the olive, olive oil was used amongst many for moisturizing skin and hair dating back to ancient Greece. With its natural antioxidants, it is an organic and healthy way to repair and renew skin from the harmful effects of everyday life. It’s the Mediterranean secret.

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PROJECT | MEDITERRANEAN SECRET

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Mediterranean Secret OBJECTIVE

Design a visual system for a company that demonstrates knowledge of type, composition, and meaningful image construction. You will create a brand book for the employees of this company, 3 poster series, and a website. SOLUTION

Mothercare is a skin care line that focuses on the natural ingredient of olive oil. The problem I had to solve was how to make this brand stand out among the thousands of other skin care lines. Being that Mothercare created a product revolving around the simple ingredients of the olive, my design echoed that. I saw a visual opportunity to incorporate the Mediterranean pattern and color. This design direction represents the simplicity of the olive while channeling the beauty of the Mediterranean culture with a strong, modern, and bold design to make it stand out amongst competitors. My concept was “We Are...� to show the strength, ethics, and values of the company for the emoployee brand book.

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PROJECT | BRIDGING THE GAP

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AND

HAIR

CA

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WITH OLIVE

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m thercare

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PROJECT | MEDITERRANEAN SECRET

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PROJECT | MEDITERRANEAN SECRET

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PROJECT | MEDITERRANEAN SECRET

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PROJECT | MEDITERRANEAN SECRET

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PROJECT | BRIDGING THE GAP

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About

Why us?

Shop

Inspired by the Mediterranean

About

Why us?

Shop

100% organic and ideal for sensitive skin.

We have created over 10 different varieties of mothercare products to make sure we can help all skin types.

PROJECT | MEDITERRANEAN SECRET

1

We use mother nature’s natural ingredients which makes our product 100% organic and

0 1 0 2 0 3 0 4 0 5 0hypoallergenic 6 0 7 0 8 0for 9 all1.0

Having been used for 6,000 years, olive oil is

147

Discover Where the Music Lives

Course | Graphic Design 3 Category | Mobile Instructor | Amir Bahadori Term | Fall 2015

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Music is an art form composed of rhythm, harmony, melody, structure and form. It is something we are touched by—an explosive expression that ties humanity together. Having the opportunity to listen and watch music live rather than through headphones brings a whole new appreciation to the craft. You can unplug, unwind, and enjoy yourself.

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PROJECT | DISCOVER WHERE THE MUSIC LIVES

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Discover Where the Music Lives OBJECTIVE

Design a San Francisco based mobile application with the creative freedom to pick a topic of our choosing. Develop information arch and a consistent visual aesthetic throughout your application. SOLUTION

I created Encore, a music discovery App. Being a young adult in San Francisco, I am constantly searching for new and fun activities to do with my friends, and attending music shows is one of them. Making this application interactive, it not only allows the user to search for concerts by date, artist, genre, and location, but also has a discover feature that plays songs for you based on your preferences. This allows you to discover new music specific to picked for you. My design strategy involves a futuristic look and feel and an easy to use layout with meaningful color to help guide the user and optimize their experience.

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PROJECT | BRIDGING THE GAP

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PROJECT | BRIDGING THE GAP

P R O J E C T 9 01

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PROJECT | BRIDGING THE GAP

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PROJECT | DISCOVER WHERE THE MUSIC LIVES

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Environmentally Beautiful

Course | Visual Systems 1 Category | Visual System Instructor | Christoph Oppermann Term | Fall 2015

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Mother nature is our greatest source of visual beauty. Our environment is precious, and as human beings, it is our responsibility to take care of this physical world. Everyone’s actions have a direct impact on our lives and the lives of others. Throwing trash on the earth or in its ocean without care is detrimental for the environment. Polluting the air leads to health issues for children, adults, and animal life. A key player in air pollution is the use of toxic chemicals in buildings and in the outdoors. Did you know there are 4 billion germs living in your kitchen rags? Cleaning products in the home can be extremely toxic, and Method products seek to solve this issue while being environmentally friendly. They create cleaning supplies that are packaged, designed, and formulated with the world in mind. They are “People Against Dirty”.

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P R O J E C T | E N V I R O N M E N TA L LY B E A U T I F U L

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Environmentally Beautiful OBJECTIVE

Create a visual system for a company of your choosing. Design a powerful series of three posters that feel connected and convey a captivating message. Include three vehicle graphics and a website deliverable that compliments your visual system. SOLUTION

I chose Method Products, an innovative company that creates non-toxic and biodegradable natural cleaning products. They differentiate themselves from competitors through their beautifully minimalistic design and environmentally friendly products. Their mission statement is People Against Dirty, therefore I wanted to convey this message throughout my design. My concept is that when using Method Products you go beyond the bottle­— you’re not only cleaning your house but also the environment. I approached this by using fresh and bright colors, and designing visuals that signified that when you use method products you are helping the environment as well. I carried this aesthetic throughout all my deliverables and digital applications. ELEMENTS

SELECTED WORKS OF ABBY WHELAN

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P R O J E C T | E N V I R O N M E N TA L LY B E A U T I F U L

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P R O J E C T | E N V I R O N M E N TA L LY B E A U T I F U L

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P R O J E C T | E N V I R O N M E N TA L LY B E A U T I F U L

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P R O J E C T | E N V I R O N M E N TA L LY B E A U T I F U L

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Identities

Course | Multiple Courses Category | Logo Design Instructor | Multiple Instructors Term | 2015-2016

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A brand identity has the ability to tell a story and capture the personality of a company within seconds. Logomarks are designed with a variety of shapes and elements. Whether it be literal or symbolic, a logomark allows the consumer to perceive, trust, and differentiate one business from another. Companies want to emotionally connect with customers to create lifelong and loyal relationships. A strong brand identity has the power to do that.

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PROJECT | IDENTITIES

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PROJECT | IDENTITIES

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Yellow Cab

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Yellow Cab

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A simple thank you does not begin to do justice for how appreciative I am to everyone who has supported me through my creative journey at the Academy of Art University. Your support, patience, encouragement, and advice has kept me going and helped me reach my goals. This program has challenged me in the best ways possible. Through the long nights, early mornings, presentations, honest critiques, and challenging projects, I wouldn’t have wanted it any other way.

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To my family and loved ones: Mom, Dad, Jennifer, Harry, Natalie, Blake Dickey, Josh Alfaro, and Colin Burke. Your constant love helped me get through the difficult times and I would not be where I am today without you. To my friends: Taylor Docter, Amy Auerbuch, Courtney Matteson, Anne Lewis, Mackenzie Jones, Camille Jacobson, Kerry Harris, and Maddie Payne. Thank you for always supporting me, understanding my schedule, and celebrating my milestones with me. To my instructors: Thomas McNulty, Mary Scott, David Hake, Christoph Oppermann, Scott Rankin, John Nettleton, Ariel Grey, Sean McGuire, and Dean Wilcox. Thank you for pushing me, bringing your wisdom to class each day, and inspiring me in immeasurable ways. Special thanks: Thank you Tom Suiter for introducing me to the world of graphic design, mentoring me, and sharing your passion with me. Thank you Chum’s Design and Print, Plotnet, The Key, and California Office Service for helping me bring my projects to life.

SENIOR PORTFOLIO | ELEMENTS

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Colophon SCHOOL

Academy of Art University COURSE

Senior Portfolio INSTRUCTOR

Mary Scott DESIGN AND COPY

Abby Whelan TYPOGRAPHY

Akzidenz Grotesk PHOTOGRAPHY

Jim Hildreth S O F T WA R E

Adobe Creative Suite M AT E R I A L S

Gunny Sak Linen Finch Fine, 100lb PRINTING

Giant Horse BINDING

The Key Printing & Binding

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SENIOR PORTFOLIO | ELEMENTS

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Elements

Pieces, parts, and conceptual findings to make up the whole.

Selected works of Abby Whelan

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