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Graphic Design Portfolio /////////////////////////////////////////////////////////////
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Seeking Devils
TITLE
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Seeking Devils
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Seeking Devils
TITLE
CONCEPT
Seeking Devils
Devils can come in many different shapes and forms. I just so happen to find mine residing within the details and nuances of my designs.
DETAILS
The field of Graphic Design has trained me to try and problem solve every hurdle, curve ball and design decision that has been thrown my way over the years. While being truly content with a finished product is close to impossible for any designer, I believe that each project we take on is a learning experience that morphs and elevates our skills for the better. Such is the theme of this portfolio. This book is a collection of those devils and demons that I have faced and learned from during my undergraduate stint at the Academy of Art. Each project will showcase the particular devil that I tried to overcome during its design and production phases. From the unfiltered sketches and painstaking brainstorming that goes into coming up with a concept, to the meticulous decision making it takes to face these design devils; each project in this portfolio is aimed at showcasing the search for the devils within all of my designs.
DELIVERABLES
****** ********* ********** **************** ***
****
TONE
****** ********* ********** **************** *** VENDORS
DATE
***
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T Y P E FA C E S
INSTRUCTOR
*****
****** ****** ****
>>>>>
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COPYRIGHT @ 2017 ALL RIGHTS RESERVED COLOPHON
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the permission of Zahra Ilyas.
Z A H R A I LYA S
***
SPECKS
Phone: 4156106012
Paper Stock _Finch Fine, 100lb
E-mail address: zahrailyas91@gmail.com
Photography Lighting _Plotnet
Website: www.zahrailyas.com
***
Binding _ The Key Printing & Binding
***
***
Printing _Giant Horse Printing Title of Selected Works // Seeking Devils Academy of Art University
Typefaces _Chronicle, Swiss 721
79 New Montgomery, San Francisco, CA
Softwares _Adobe Creative Suite // Sketch
School of Graphic Design
Camera _ Nikon D7000, 18-105mm Lens
Course: Senior Portfolio W ith Mary Scott
***
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Photography _Zahra Ilyas ©
***
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Book Contents
TITLE
OVERVIEW
Seeking Devils
Seeking Devils // Concept Details
>> 002_003 ///
PROJECT ONE
Seeking Devils // In Illustrations
>> 006_007 ///
PROJECT TWO
Seeking Devils // In Laser-Cuts
>> 026_027 ///
PROJECT THREE
Seeking Devils // In Sound Mapping
>> 040_041 ///
PROJECT FOUR
Seeking Devils // In Patterns
>> 070_071 ///
PROJECT FIVE
Seeking Devils // In Artistry
>> 086_087 ///
PROJECT SIX
Seeking Devils // In Hand Lettering
>> 106_107 ///
PROJECT SEVEN
Seeking Devils // In Disorders
>> 130_131 ///
PROJECT EIGHT
Seeking Devils // In Brand Icons
>> 156_157 ///
PROJECT NINE
Seeking Devils // In Applications
>> 178_179 ///
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Seeking Devils in illustrations
PROJECT
OBJECTIVE
Wine Bottle Packaging
To redesign a high and low price-point wine packaging based on an existing collection, with the latter having to be a radically different design.
DATE
BRIEF
Summer 2016
Fo r t h i s p r o j e c t , w e w e r e a s k e d t o c h o o s e a n e x i s t i n g w i n e r y a n d redesign their wine collection in order to create a set of lower price and a single high price-point bottle design. We were to find one key
DISCIPLINE
Packaging Design 3
driving characteristic about the winery that would be represented in the bottle labels. I chose “Frenchie” the puppy, who has been with the Raymond winery since Frenchie The First; the founders beloved pet. Frenchie already has an entire collection of portraits and wine bottles created around his persona. The beloved pet takes on different characters in each portrait. I chose to use this to create a collection of Frenchie cousins ranging from Jean Pier to Jean Baptise, each representing it’s individual type of Pinot Noir, Cabernet and so on. Figuring out how to use animal designs on a wine bottle without making it look like a pet product was a challenge. Designing various illustrations that cater to a lower price-point and then depicting them as sleek and elegant in a high price-point bottle design was even more difficult, but a great way for me to experiment with illustrations and vector graphics.
DELIVERABLES
3 Low Price Point Bottle s/ / 1 High Price Point Bottle / / W ine Pa c ka g i ng TONE
Vintage _ Sle e k _ Fie ry _ Elaborate _ Fu n _ Colorfu l _ Mode r n _ O r na te VENDORS
DATE
P u rrfe ct Color / / California Mode l & De sign
Summer Term 2 0 1 6 ”
T Y P E FA C E S
INSTRUCTOR
Scala / / Scala Sans Font Family
Th omas McNu lty
*****
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Seeking Devils in laser cuts
PROJECT
OBJECTIVE
Fossil Clock Packaging
To design a wall clock and packaging for an existing brand while keeping the company’s heritage, identity and character intact and prominent.
DATE
BRIEF
Summer 2016
For this assignment, we were asked to choose an existing retail brand, and then design a wall clock and it’s packaging accordingly. We were to collaborate with product design vendors and laser cutters in order
DISCIPLINE
Pack 3 // Product Design
to create an actual working mock-up of the clock. I decided to choose Fossil as my brand. As a part of my brief, inspired by colourful product tins of the 1940’s and 50’s, Fossil set out to create a vintage product that people would want to keep forever and treasure. This limited edition clock would express the iconic and vintage heritage of the brand. To Celebrate Fossil’s 35th Anniversary, this timepiece goes back to the company’s graphic design roots, with the theme of “On the Open Road.” Fossil invites its design-minded fans to collect their limited special addition Fossil timepiece, inspired by American travel of the late ‘50s & ‘60s: Vintage automobiles, roadside diners, and the scenic sights and the views all along the infamous Route 66. The colors and graphics of the packaging depict this theme, and the clock accents the persona of the iconic vehicle design and graphic styles of that era.
DELIVERABLES
Fu nctioning Wall Clock Produ ct De sign / / Wall Clock Pack ag i ng Desi g n TONE
Frie ndly / / Fu n / / Colorfu l / / Re tro / / 60’s-70’s / / O u t O n Th e O p en R o a d VENDORS
DATE
Plotne t / / California Mode l & De sign
Summer Term 2016”
T Y P E FA C E S
INSTRUCTOR
DIN 1451 / / Cu stom Type face
Th omas McNu lty
*****
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Seeking Devils in sound mapping
PROJECT
Conference Promotion
OBJECTIVE
Creating promotional material for an exhibition to be held in the future. The graphic material uses experimental typography and fluid graphics.
DATE
BRIEF
Fall 2016
For this project, I merged conceptual skills, a sense of layout and typographical knowledge to create results in print and motion graphics. I aimed to design a conference of extreme conceptual and experimental content
DISCIPLINE
Experimental Type 4
about a topic that addressed a future technology, that may not exist yet, but was grounded in reality. The project required us to use experimental graphics in order to showcase our ability to break away from conventional rules of type structures and grids for more dynamic ones. The scientific discoveries being showcased in this book aim to explain what audio mapping is, and the technology used to create audio replicas of famous art and architecture from the past few decades. It celebrates the audio contextualisation of art and history for future generations by analysing the acoustics of buildings and the key sensory triggers in famous paintings. The type and graphics show how through impulse response, visitors are able to listen to the acoustics of architecture as well as iconic paintings, preserving them for all future generations to come. The experimental design and typographic treatment reflects these scientific discoveries.
DELIVERABLES
Conference Book // Conference Poster // Kinetic Conference Promo Video TONE
Sleek // Modern // Colorful // Flowy // Scientific // Line Art // Experimental VENDORS
DATE
Plotne t / / California Mode l & De sign
Fall Te rm 2016â&#x20AC;?
T Y P E FA C E S
INSTRUCTOR
Galaxie Cope rnicu s / / Magda Plain
Arie l Gre y
*****
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Seeking Devils in patterns
PROJECT
OBJECTIVE
Piasi Water Packaging
To create a water-can packaging design, around a company that recycles sewage water from the vast swamp-lands in the south of Pakistan.
DATE
BRIEF
Fall 2015
Making recycled sewage water look appetising and drinkable is not an easy task. This project was challenging in the sense that one had to really think about the key characteristics that represented the brand.
DISCIPLINE
Packaging Design 2
My concept was derived from the Urdu word “Piasi” meaning thirst. Piasi’s initiative was to try and reduce thirst and water wastage in the Country by making a system of an infinite supply of drinkable recycled sewage water. I played around with the idea of a repetitive infinity pattern with gradient overlays to bring this concept out in my designs. The colors instead of being just blue, had a tint of aqua in them to try and represent the origins of this water. The 4 pack design would be easy to package and transport within the Country, and the profits would go directly to the people living in these swampy areas, who work in the water recycling plants. While being an exciting project to work on, it was a challenge coming up with a system where the brand appearance is like a “bullseye” on the shelves in the store. The packaging had to be clear & visible; standing out amongst the competition.
DELIVERABLES
Piasi Logo // Four Water Can Designs // Four-Pack Water Packaging Design TONE
Thirst Quenching // Infinity Design // Patterns // Bold // Inviting // Bullseye VENDORS
DATE
Plotne t / / P u rrfe ct Color Transfe rs
Fall Te rm 2015”
T Y P E FA C E S
INSTRUCTOR
Cu stom Logo Type / / Unive rs’ Bold
Ch ristine Ge orge
*****
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Seeking Devils in artistry
PROJECT
OBJECTIVE
Artist Kit Packaging
To design an artist kit; applying the brand identity to a wide variety of products in order to learn how to make a cohesive packaging system.
DATE
BRIEF
Fall 2015
For this project, we were asked to design a brand that sells artist kits. Inspired by a key driving characteristic, we were to create the brand logo based on a strong brief; and then design a multiple-product artist kit that
DISCIPLINE
Packaging Design 2
would be eye catching and that would adhere to that brands identity. Modo is a San Francisco based store that prides itself in eco-friendly packaging. Modo is a store that caters to all sorts of artists, be it beginners, intermediate or professionals; it has something for everyone’s needs. By using recycled beige paper for most of it’s product packages, I decided to create a robust and colourful design that would contrast the beige in a striking way. Using the 3 cycles of metamorphosis, I created the caterpillar line for beginners, the cocoon line for intermediates and the butterfly line for professional artists. One of the most exciting parts of this project was being able to use some of the fine-art mediums to draw the designs for the packaging. Delving back into water colours, crayons and oil paints, inspired me into creating a brand that was just as colourful and exciting to me, as it used to be when I walked into an art store when I was 7 years old.
DELIVERABLES
30 Artist Products in 3 Categories (Paints, Brushes etc.) // Artist Kit Cases TONE
Modern // Eclectic // Recycle Friendly // Illustrative // Vibrant // Cohesive MATERIALS
DATE
Epson Work force Printe r / / Blick Art Su pplie s
Fall Te rm 2015”
T Y P E FA C E S
INSTRUCTOR
Swiss 727 Font Family
Ch ristine Ge orge
*****
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modo. modo modo. modo modo.
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S E L E C T E D W O R K S _ I LYA S
Seeking Devils in hand lettering
PROJECT
OBJECTIVE
St. George Spirits
To create an evolutionary and revolutionary whiskey bottle design based on an existing brand; with the evolutionary label being radically different.
DATE
BRIEF
Fall 2016
We were asked to pick an existing whiskey distillery and to design a revolutionary and evolutionary label for one of itâ&#x20AC;&#x2122;s lines of whiskeys. The evolutionary design would be an improvement of the existing bottle
DISCIPLINE
Packaging Design 4
designs, giving the bottle a face lift of sorts. The revolutionary brand however, could be as radically different as we chose for it to be. I personally chose to re-vamp the dragon illustration and layout of the existing bottle for the evolutionary design, and then used the characteristics from that label design to create intricate hand drawn artwork and rich/lush graphics for the revolutionary bottle. The detailed and meticulous way in which I realised that I would have to treat the hand drawn type turned out to be a lot more difficult than I had initially thought. It took me weeks to be able to get the illustrations at the level of completion that they are at now. With hours spent imprinting my ideas onto heaps of tracing paper, I was finally able to better understand and play with the discipline of hand crafting. This project was one of the most challenging ones that I have taken on so far.
DELIVERABLES
One Evolutionary Bottle // One Revolutionary Bottle // Case Packaging TONE
Vintage // Sleek // Fiery // Elaborate // Ornate // Illustrated // High-End VENDORS
DATE
Plotne t / / California Mode l & De sign
Fall Te rm 2016â&#x20AC;?
T Y P E FA C E S
INSTRUCTOR
Galaxie Copernicus // Custom Type
Th omas McNu lty
*****
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SCIENTIFIC JOURNAL
>
CHAPTER
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07
09
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S E L E C T E D W O R K S _ I LYA S
Seeking Devils in disorders
PROJECT
OBJECTIVE
Scientific Journal Design
To create a type heavy research journal about a specific scientific phenomenon; making sure to abide by type grids/rules within the layouts.
DATE
BRIEF
Fall 2015
This book was designed to be an informative journal about people suffering from schizophrenia. The schizophrenic disorder, along with all of itâ&#x20AC;&#x2122;s medical intricacies has be depicted in a way that is easy for
DISCIPLINE
Typography Design 3
any layman or someone with a non-medical background to understand. Rather than resorting to reading overpowering and technical medical books, or hearing about stories from misinformed people; the concept for this book develops around pairing straightforward and understandable information with some interesting and design-oriented artwork and imagery (in order to give away information to the viewer while still keeping his/her interest in the book.) As opposed to more jarring images that are stereotypical to the subject of schizophrenia, this book will depict the reality of the disorder that is almost never talked about. Designed in a clean and well structured way, this journal lets its readers know that the disorder is not as extreme as some might think; and that the people afflicted by it are able to have normal lives if they are treated and cared for properly and with love. It takes the mask off of such illnesses.
DELIVERABLES
Sch izoph re nia: Scie ntific Jou rnal / / Book mark De sign / / We bsi te Desi g n TONE
Informative / / Te ch nical / / Stru ctu re d / / Brigh t Colors / / Grap hi c Ar two r k VENDORS
DATE
Plotne t / / W ix We bsite Toolk it
Fall Te rm 2015â&#x20AC;?
T Y P E FA C E S
INSTRUCTOR
Scala Sans and Se rif Family
Arie l Gre y
*****
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SFEI E NK DIIN NG G D DEEVVIILLSS
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09
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S E L E C T E D W O R K S _ I LYA S
Seeking Devils in brand icons
PROJECT
OBJECTIVE
Fatted Calf Branding
Creating a cohesive brand identity using icons along with custom typefaces, that come together as a collective system of brand applications.
DATE
BRIEF
Summer 2016
For this project, we were asked to design a logo and brand identity for an existing retailer. I chose to select Fatted Calf, a small charcuterie in San Francisco for my redesign. Their current logo was modern, but
DISCIPLINE
Identity Design Two
was lacking in personality. I aimed to try and include some of the brands character and persona back into the logo. This artisan charcuterie is name Fatted “Calf ” not because they sell calf meat, but because they believe in only collaborating with farms that raise healthy, cruelty-free animals in a sustainable and eco-friendly manner all the way to adulthood. I had to work with creating graphics of a cow instead of a calf in order to stay true to the products offered by the charcuterie. By updating the brand color to a darker shade of red than the original, and along with a new custom designed type and graphic lock-up, I was able to create a strong brand identity for the retailer. I also created a wide variety of deliverables with the company brand integrated into them in order to show different ways that the retailer could expand with the new revolutionised brand identity system.
DELIVERABLES
B r a n d L o g o / / Te n S u p p o r t i n g B r a n d A p p l i c a t i o n s / / S t a t i o n a r y S y s t e m TONE
Artisan / / Mode rn / / Re tro / / Maroon / / Dynamic / / Ve ctor Art / / I l l ustr a ti v e PHOTOGRAPHY
DATE
Le ft Ph oto Cre dits / / Joe lle Sylve ste r
Su mmer Ter m 2016”
T Y P E FA C E S
INSTRUCTOR
Cu stom Type face / / Arch e r Bold
Th omas McNu lty
*****
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>
CHAPTER
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< 158 ( 1 5 9 )
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IE
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D I S P L AY T Y P E FA C E // C U S T O M
By hand drawing and designing two retro typeface pairings, I tried to incorporate Fatted Calfâ&#x20AC;&#x2122;s unique and modern artisan values into their brand.
I C O N S T U DY:
S U B H E A D T Y P E FA C E // A R C H E R B O L D
By pairing Archer Bold (a modern slab serif typeface) along with a custom stylized display typeface, I aimed to balance the brand lock-up.
ARCHER BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 CMYK
RGB
C:94 M:63 Y:35 K:15
R:19 G:087 B119 #125676
*****
SPOT COLORS:
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LOCALEYES APP DESIGN
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CHAPTER
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09
09
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S E L E C T E D W O R K S _ I LYA S
Seeking Devils in applications
PROJECT
Travel App Design
OBJECTIVE
Designing a travel/activity app that allows users to view lists of fun and accessible activities, events & places (specific to their tastes) with ease.
DATE
BRIEF
Spring 2016
For this project, I created a travel/activity app called Localeyes, that allows young professionals and travellers (age 20 - 35) looking to find interesting things to do in the city around them a chance to explore
DISCIPLINE
Graphic Design 3
their area easily. It allows the user to review such activity, pictures and posts by other users, as well as allows them to upload their own reviews and posts. The focus of this project was to get a sense of the current design trends in application design and learn how to use them. The design of this particular app was based on a simple and user friendly navigation interface. With travel apps such as these, one must be able to strike a balance between easy navigation and maximum information, while still having an aesthetically pleasing design. This project allowed me to truly delve into the details of digital design; paying attention to the modern trend of on-screen type rules, opacity trends and navigation styles. I focused on creating lists and review forums that while being type heavy, were still clean and structured enough to allow for an easy, fast and natural navigation and user interaction.
DELIVERABLES
App logo // Process Book // 12 Navigation Screens // Invision Mock-up TONE
Clean // Trendy // User Friendly // Structured // Wanderlust // Millennial PHOTOGRAPHY
DATE
By Molly Porter, Michelle Spencer, Roberto Nixon
Spring Ter m 2016â&#x20AC;?
PROGRAMS
INSTRUCTOR
Adobe Creative Suite // Sketch
Sh adi Kash e fi Zade h
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ACKNOWLEDGMENTS SPECIAL THANKS
First and foremost, I would like to thank my parents. You both have been the greatest influences in my life and without your love and support, I would be irrevocably lost.
FA M I LY & F R I E N D S
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INSTRUCTORS
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Mohammad Ilyas Malik (Abo), Naila Ilyas (Ami), Kashif
M a r y S c o t t , T h o m a s M c N u l t y, A r i e l G r e y, C h r i s t i n e
Malik (Kashi), Osman Malik (Mani), Stefan Isenberg-
George, David Hake, Sean McGuire, Mark Edwards.
er, Cory Hall, Gabby Granzeria, Kimi Meyer, Nick Alvaderian, Ronak Patel, Maria Jafri, NaNa, Azeemah Nakhoda, Carl Vallin. All of the vendors and printers that worked tirelessly during the production, printing and binding process of making this portfolio book. ***
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Giving Thanks to my family and friends
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