About Joy Whiting - Portfolio

Graphic Design Portfolio Graphic Design Portfolio

Graphic Design Portfolio Graphic Design PortfolioGraphic Design Portfolio Graphic Design Portfolio




Graphic Design Portfolio Graphic Design Portfolio

Hello,

What can I do for you today?I’m Joy!

585-678-1352Phone:

[email protected]:

352 Whiting RoadWebster, NY 14580

Address:

Joy WhitingName:

I fell in love with design as a young child...

I loved to draw with my markers.

I loved to create fun designs in computer paint programs.

I would copy lettering and images out of books and off Cheerio boxes.

I thought web sites could be made more attractive. (No one had heard of CSS back then)

Then one day I took a brain quiz that said I would make a good Graphic Designer.

I asked what a ‘Graphic Designer’ was.

They said that a Graphic Designer came up with and drew pictures and designs to communicate the meaning of buttons, screens, icons, and things like that.

I was to learn that designers design nearly anything from ketchup bottles to web sites and information structures, but that they always want to effectively communicate a concept of some sort and solve a problem by doing so.

Solving problems visually sounded like fun back when I was eight, and I continue to think so today…

I define Design Thinking as......viewing defined problems innovatively so as to produce creative visual solutions that effectively solve the customer’s needs.

Joy WhitingA highly creative graphic designer with a solid background in web development, able to effectively communicate visual and technical solutions. I am a team player, asking strong clarifying questions to contribute to group understanding and uncover stakeholders’ unspoken goals. I also work well independently taking problems, ideas, and designs and using them as springboards to create custom solutions, effectively communicating the brand’s message and purpose to the target audience.

Graphic Design

Solution #0219 - SNHU Outdoor Club Logo Branding Contest – 1st Place Winner

a modern edge.. I used this information to help the club leaders uncover their true design needs, which I believe led to winning the design contest against formidable competition from more-senior design students.

‘Competitive Knock-out’ Opportunity:

Problem Statement:Southern New Hampshire University’s online social media app, SNHU Connect’s fledgling Club needs a logo that reflects their motto of “Dare to Discover Yourself Outdoors” while communicating the traditional outdoor aura of the National Park Service and John Muir.

Project:

I designed a logo for Southern New Hampshire University’s online outdoors club that reflected its values to further the club’s brand identity.

I saw the announcement on SNHU Connect my first week as a Graphic Design student at Southern New Hampshire University. The Outdoors Club needed a logo in order to pass the SNHU guidelines to become an official SNHU Connect-recognized club, and they were having a contest that anyone could enter. I read the discussions the Outdoors Club president (the judge) was

having with other fellow designers about what he was looking for. I asked leading questions and discovered the club-leaders’ reference point was the traditional graphic style of the National Park system. Probing deeper, I soon realized that though they spoke with admiration about John Muir’s weighty quotes about nature, they had chosen a club motto that reflects

Project Barriers:• Probed beyond the stated

design requirement• Communicated directly with

club leaders• Report gained with the club

leaders “sold” the design• Quickly iterated designs on

computer to narrow the scope and obtain feedback

• Designed a logo that met the club’s true needs

• Took the official design requirements at face value

• Didn’t try to uncover the true design needs of the club

• Didn’t “sell” their designs effectively

• Provided a static piece of art, a dynamic tool to hone in on a final solution

• Artistically well-done, but did not communicate the Outdoor Club true ethos

Me Other Contestants

A secondary but significant barrier to providing a winning design was schedule, because official club recognition could not go forwards until they had a logo. So I accepted the challenge of working fast and efficiently. The club president and board fell in love with my logo almost immediately, but they had

a few ideas. I made myself available to work with them and was able to turn around solutions quickly and and effective. In just a few days I made multiple changes, the contest was over, and my solution was the official logo for SNHU Connect’s Outdoors Club.

First place logo: Outdoors Club contest at Southern New Hampshire University online social media, SNHU Connect.

Outdoors Club Logo

The Outdoors Club logo is displayed on a variety of gear including sweatshirts, t-shirts, and cinch packs.

Outdoors Club Paraphernalia

Outdoors Club Page

Solution #0635 - Pasta Amore - Branding, Graphics, & Layout Print Media


Problem Statement:Pasta Amore, an Italian restaurant specializing in “fun, fresh, Italian food filled with love”, needs a table tent, menu, and trifold brochure that communicates its brand value to its primary target audience, families.

Project:

I designed a table tent, menu, and trifold brochure using the specifications in the brand style guide and using the principles and elements of design to communicate Pasta Amore’s brand’s aura to their target audience of families.

In my first meeting with Pasta Amore’s product planning and marketing departments, we talked about branding and Pasta Amore’s aura. They provided me with a brand style guide to design from. Having studied the style guide, and having talked with the clients and stakeholders, I mapped out certain key words that I had heard frequently in the style guide overview and in talking with the clients.

I determined along with Pasta Amore’s spokesman that Pasta Amore was needing to quickly communicate their values to their target audience which included a variety of family members. I also determined that Pasta Amore’s brand and values revolved around families having fun, using only the freshest ingredients, being Italian at its core, and communicating a passionate, loving culture.

• Designs communicate fun, family friendly atmosphere

• Communicates values such as fresh ingredients, food created lovingly from scratch, and the passionate Italian culture

• Media consistently uses Italian colors throughout

• Full color

• Corporate logo boasts: “Family is…”, but menu and print media communicate happy hour

• Communicates food options but not atmosphere or dining experience

• Media uses muted earth tones that say nothing appealing about offerings

• Design communicate 1943 Chicago feel rather than Italian

• Actual food offerings take a back seat to over-designed style, even on menus

• Faded blue denim background seems at odds with Italian food experience

• Design communicates an Italian dating experience, diminishing family-friendly atmosphere

• Food offerings presentation on parchment without photos making them appear bland and unappealing

• Restaurant name on header is lost in the distracting style of the media’s body

• Designs communicate an old-fashioned American feel rather than Italian atmosphere

• Minimal use of color speaks to Spartan dining experience

• Text for links has insufficient contrast with background and are lost

Pasta Amore felt that if I had their brand style guide, I had everything I needed to design the media they were looking for. I had convince them that, together, we needed to create design patterns to augment the style guide if we wanted to present a consistent and appealing customer experience. I worked hard to keep the lines of communication open between me and Pasta Amore’s product planning and marketing teams, asking probing questions to help them express their values and culture that would directly affect the project outcomes. We were able to join forces to visually communicate Pasta Amore as more than a restaurant… it is a solution to families looking for a fun place to eat, and the deliverable designs were a success.

I designed a table tent, menu, and brochure on schedule according to the specifications laid out by the Pasta Amore brand style guide and the conversations I had had with Pasta Amore’s marketing and graphics team. The team then asked me to put together a defense for the three deliverables to be presented in booklet and PDF form to Pasta Amore’s marketing and graphics team’s upper management before they were printed. Included are a few pages of this document explaining design decisions for the Pasta Amore table tent, menu, and brochure.

Project Barriers

Project Process: Pasta Amore Table Tent Design Page

I created the table tent with Pasta Amore and their intended audience and aura in mind. As Pasta Amore’s target audience is families (“Pasta Amore Brand Style Guide”, n.d.), I chose warm inviting colors from within Pasta Amore’s color pale�e, images that are child and adult friendly, simple designs, and easy to read textual hierarchy. The leaf green communicates freshness. The warm wine color suggests quality. The marinara red gives the table tent excitement. The image of fresh raw ingredients such as pasta, peppercorns, and cherry tomatoes communicates Pasta Amore’s pride in their fresh ingredients. The simple shapes and “swoosh” of colors makes Pasta Amore seem fun yet quality and professional. The contrasting cannoli text and logo has definite hierarchy, rhythm, and flow. Even a child could probably read it, and adults and children alike could enjoy the featured dishes.Only Pasta Amore Brand Style Guide approved colors, fonts, and images were used, and the logo was placed with the guidelines in mind. wine, leafy green, and marinara red were used for the graphical elements, and cannoli was used for the text for optimized contrast. Fonts were chosen in a hierarchical

fashion within the Klinic font family. Royalty free images were used. The logo was scaled appropri-ately and placed on a non-distracting background.

I created the menu in the style of Pasta Amore’s branding, targeting families with the concept that Pasta Amore is warm, fun, fresh, and full of love (“Pasta Amore Brand Style Guide”, n.d.). I tried to capture a sense of excitement that would appeal to families as well as the modern-traditional Italian feel that Pasta Amore exudes. I also took care to design according to business industry standards and Pasta Amore specifications. The menu is print ready including bleeds at the correct size, 8-1/2” x 11”, and it is colored with brand style guide approved colors with imagery that does not take over the design. (“Pasta Amore Brand Style Guide”, n.d.) I placed an appropriate version of the logo according to the brand style guide at the top of the main menu area. I made this area cannoli colored for contrast and because dark text on a lighter background is easier to read. I created a grid for this area and created columns within the grid for the three sections of the menu to give the menu order and balance. I created a hierarchy of text within the columns with font types, font sizes, and font styles. I additionally used indentation and leading for hierarchy and ease of reading. I chose wine color for the column headers and prices as they contrasted well and balanced out the use of dark and bright colors. I chose marinara red color for the menu item names as it brought excitement and a warm Italian feel to the menu. I chose black italic for the menu item descriptions to communicate a recogniz-able industry standard description to the customer. I feel that I communicated the message and brand of Pasta Amore to their target audience of families while establishing professionalism and industry standards as well. I also feel the menu goes stylistically well with the table tent.

Pasta Amore Menu Design Pages

Pasta Amore Brochure Design Pages

I created a color trifold brochure incorporating imagery, design concepts, andartwork from Pasta Amore’s menu and table tent, while creating the deliverable ina more brochure friendly style. The first side, making up the outside of the foldedbrochure, has colored curves, cannoli backgrounds for text, and the same image on thefront as the menu and table tent. The brochure was designed with Pasta Amore’s target audience in mind—families. Like the menu, the brochure is warm, fun, fresh, and full of love mirroring Pasta Amore’s aura and feel, appealing to their target audience. I included a section in the brochure covering Pasta Amore’s o�ers for children with an image of a child, communicating Pasta Amore as kid and family friendly at just a glance. I also included many images of food to stimulate hunger and communicate Pasta Amore as a place pleasing to the appetite. These images are circular, creating points to draw the eye in, and they are lightly outlined in wine color for contrast.

The second side, making up the inside of the trifold brochure, incorporatesthe same colored curves and cannoli background as well as wine colored Klinic SlabBold headers and indented body copy like the menu. I was careful to follow the basicelements and principles of design and use only Pasta Amore style guide approvedcolors, fonts, and logos. (“Pasta Amore Brand Style Guide”, n.d.) Finally, I designed the trifold brochure at 11 inches by 8.5 inches being sure to create it in such a way as it would be print-ready, including bleeds. All in all I feel that I created a brochure that would grab the a�ention of Pasta Amore’s target audience, provide substantial relevant information for them, and cause them to want to visit Pasta Amore for pasta, baked dishes, and pizza. I also feel that this brochure fits in well with the menu and table top designs, and that the three deliverables together match well from a branding standpoint.

Solution #0523 - Upper Crust Bakery - Logos & Branding

Baker y

Baker y

Upper Crust Bakery Brand Identity Standards


Problem Statement:Upper Crust Bakery needs to communicate their business of creating fresh, great tasting bakery goods using fresh local ingredients and authentic family recipes from France through new logo and branding standards.

Project:

When I was asked to rebrand Upper Crust Bakery, I talked with the owners about the bakery’s core values, needs, and target audience. From our conversation, I determined that Upper Crust was looking for a whole new logo and a brand style guide establishing type specifications, color specifications, logo usage, and stationary. The stationary would include letterheads, envelopes, and business cards.

• Logo reflects Upper Crust with a balanced mixture of French sophistication and warm playfulness

• Logo, brand colors, and brand fonts are used consistently online and in print

• Logo and branding are easily recognizable, timeless, and applicable for all sizes and applications

• Service mark above the name is incomprehensible; branding sacrifices sophistication for playful

• Branding speaks to a restaurant corporation more than a local bakery

• Logo changes in design between various applications

• Uppercase font choice does not aid readability; brand font choice for body makes text appear like a warning label

• Branding does not follow through well to print media

• When, small, the logo and branding are easily lost in the media, but would not aesthetically translate to larger size applications

• Logo is not attention grabbing

• Baby pink color used through-out branding visually at odds with coarse, cross-cut lumber background

• Frequent inconsistencies in font usage needed to make baby pink text work on various background colors

• Branding is easily dated

• Does not have a unique logo; even the bakery name is presented in more than one font on the same media

• Does not make use of visual branding

• Designs are 2000s-esque

I designed a new logo for Upper Crust Bakery and developed a basic brand style guide and stationary to communicate the Upper Crust Bakery’s aura and brand.

Baker y

Working from the owner’s numerous comments and disjointed thoughts, I helped them establish in a few sentences who Upper Crust Bakery is, who their target audience is, and how Upper Crust could make their bakery attractive to customers through improved branding and logo design. I developed a problem statement from there.

Armed with keywords from my communication with Upper Crust Bakery, I drew some sketches by hand.

I thought long and hard about how to make Upper Crust Bakery’s logo sophisticated yetplayful and welcoming. Upper Crust’s management informed me that the bakery was serious about its quality and aristocratic French heritage. I helped them realize that with a brand name based on a pun and a bakery exuding a warm, fresh-baked-bread feel, they didn’t want to lean too heavily on the side of sophistication. They agreed to let me find a balance between the two spectrums and capture the essence of Upper Crust Bakery’s dual identity. The solution came in the form of a French looking mustache. The marketing staff liked it. The management of Upper Crust bakery liked it. A friend who fit the description for Upper Crust Bakery’s target audience saw my design for the Upper Crust Bakery logo and said, “Designing for a French bakery, eh?” Success.

Project BarriersProject Process:

1 2 3

4 5 6

7 8

10

9

I discussed the pros and cons of various designs with some fellow graphic designers, and then took three favorites and drew grayscale roughs.

Upon communicating further with Upper Crust Bakery, I learned that while they liked the piece of bread with the mustache, they were looking for something a bit more sophisticated. I changed the design considerably to reflect this concept. I also began working on color palettes to show what a colored version of the logo would look like.

2 3

Upper Crust Bakery

Upper Crust Bakery UPPERCRUSTBAKERY

1

Upper Crust

Bakery

Bakery

Upper Crust20C 100M 78Y 69K88R 0G 9B

16C 100C 100C 8K192R 32G 38B

0C 0M 0Y 50K147R 149G 152B

Bakery


95C 81Y 22Y 20K38R 63G 106B

94C 80M 46Y 47K24R 43G 69B

75C 68C 68C 90K0R 0G 0B

Bakery


21C 51M 100Y 4K38R 63G 106B

100C 85M 35Y 26K26R 53G 96B

78C 42M 23Y 2K60R 126G 161B

75C 68C 68C 90K0R 0G 0B

The Upper Crust Bakery management liked this version much better, but still had some good suggestions. I ended up using negative space for the baker’s hat, omitting the fleur-de-lis (which had been a non-negotiable requirement of the marketer chief), and curving the bakery name around the hat to give the logo a sense of roundness like a loaf of fresh-baked bread.

Based on the new logo, Upper Crust Bakery’s values and target audience, and the principles and elements of design, I designed a brand identity guide establishing type specifications, color specifications, logo usage, and stationary. At the request of the marketing team I also wrote a detailed rationale for each design element in the brand identity guide for future reference.

Project Process Continued:

Baker y

Brand Style Guide for Upper Crust Bakery

Baker y

Baker y

Upper Crust Bakery Brand Identity Standards

Overview 2Logo Design 3Type Specifications 4Color Specifications 5Logo Usage 6PowerPoint Slides 7Website Specifications 8Stationary: Letterhead 9Stationary: Envelope 9Stationary: Business Card 9Rationale 10-12

Bakery

Table of Contents 1

Bakery

Overview 2

Upper Crust Bakery bakes breads, muffins, and other bakery items daily using fresh local products and authentic French recipes that have been passed down for genera-tions straight from the home country. The bakery is family run with quality and authenticity in mind in Manchester, New Hampshire.

Upper Crust Bakery is known for its delicious essence of Paris feel and the wafting mouth watering aromas of breads, muffins, and pastries. The bakery prides itself in its fresh, locally produced products and rich heritage.

Upper Crust Bakery

Table of Contents for ease of use and quick reference.

Overview to establish Upper Crust Bakery essence and values.

Bakery

Type Specifications 4

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 1 0 # $ % & * ( ) “ ” ‘ ’

Garamond

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 1 0 # $ % & * ( ) “ ” ‘ ’

Kalinga

Upper Crust Bakery’s logo text must be Garamond Regular font. Any accessory text in branding can be Garamond or Kalinga font. Garamond or Kalinga font families such as Kalinga Bold or Garamond Italics may be used as well.

Bakery

Logo Design 3

Baker yBaker y

Upper Crust Bakery Logo

Black & WhiteColored

Official adopted logo in its colored and black & white forms.

Establishment of type specifications to foster consistency.

Establishment of official color palette with CMYK and RGB values for precise coloring.

Rules to guide logo usage.

Bakery

Color Specifications 5

Baker y

95C 81M 33Y 20K38R 63G 106B

34C 98M 74Y 47K107R 15G 38B

75C 68M 67Y 90K1R 1G 1B

Bakery

Logo Usage 6

Do use grayscale logo

Baker y

Do use black logo on light backgrounds

Baker yDo use white logo on dark

backgrounds

Baker y

Do use white logo on #152950 or #6b0f26 background

Baker y

Do NOT stretch or skew logo Do NOT flip logo

Bakery Bakery

Do NOT modify approved colors Do NOT use logo image alone

Baker yDo NOT place logo on colors

that make it hard to seeDo NOT place logo on pictures

Baker yBaker y

Do use regular logo

Baker y Baker y

Do keep area surrounding the logo free of text and graphics

Bakery

7PowerPoint Slide

Display of PowerPoint template slides for official presentations.

Presentation of a sample Upper Crust Bakery web page with official header, footer, navigation, and body font.

Header, Footer, Navigation, and Body

Bakery

8Website

Upper Crust

BakeryHome About Our PromiseOrder GalleryExplore Our Menu

Authentic French Breads

Rolls, Muffins, & Croissants

Deserts & Sweets

Pastries

Bakery

123.456.890115 Market DriveManchester, NH 03106

Welcome to Upper Crust Bakery! We bake breads, muffins, and other bakery items daily using fresh local products and authentic French recipes that have been passed down for generations straight from our home country. We are known for our delicious essence of Paris feel and the wafting mouth watering aromas of breads, muffins, and pastries. We take pride in our fresh, locally produced products and rich heritage and hope that you will stop by and experience the delicious quality of an authentic French bakery today!

B a ker y

Title

Sample Text • Point 1 • Point 2 • Point 3

Baker y

PowerPoint TitleSubtitle

B a ker y

8

Bakery

Rationale

Upper Crust Bakery was looking for a sophisticated, fresh, new logo that reflected their business of creating fresh, great tasting bakery goods using fresh local products and authentic family recipes from the home country of France. The logo created for them incorporated a mix of fresh and new with traditional principles to reflect this.

Upper Crust Bakery Logo

The baker’s hat communicates fresh, on-site food creation, and the shape of the hat is reminiscent of a popover or light, airy bread or roll. The black mustache is stereotypically French alluding to the quality and authenticity of a French chef. Together, they lend a traditional, sophisticated feel. The logo is asymmetric throughout giving it a sense of appealing dependability and balance.

Logo Graphics

Bakery

Stationary 9

Upper Crust

Bakery

123.456.8901uppercrustbakery.com15 Market Drive Manchester, NH 03106

Letterhead

B aker y

Pierre FournierManager

123.456.8901p.fournier@

15 Market Drive Manchester, NH 03106

Bakery

15 Market DriveManchester, NH 03106

Bakery

Envelope

Business CardSide 1

Business CardSide 2

Presentation of stationary for official business interaction.

Rationale of logo design for future reference.

Bakery

The rounded, serif text around the logo illustration suggests a more traditional feel as well. The Garamond font has a relevant, timeless composition adding to the freshness while maintaining the sophisticated, old-country connec-tion.

Logo Typeface

The dark red and blue allude to the French heritage of the bakery. They balance each other out with warmth and coolness, excitement and calm dependability. The darken-ing of the colors keeps the logo laidback, traditional, and sophisticated. The dark red is also almost wine-colored communicating the height of dining Upper Crust Bakery products offer.

Logo Color Palette

11Rationale

Bakery

As Upper Crust Bakery’s target audience is male and female aged 21-65, their logo and branding must appeal to a wide crowd. The timelessness of the logo helps accomplish this. Not only is the Garamond font modernly traditional, but the aura of a French chef or baker has long been associated with quality for generations. A sixty-four year old man buying a baguette to bring to a family gathering is as likely to identify with the concept of the logo as a twenty-two year old woman picking up some muffins for a brunch.

Target Audience

12Rationale

Baker y

Rationale of typeface and palette specifications for future reference.

Rationale of how the logo fits the target audience.

Solution #0478 - Wheels of Glory! Website - User Interface & Web Design


Problem Statement:Wheels of Glory!, a popular area band needed a web presence and a place to present their value proposition online. The band’s business plan requires about half their income to be derived from music sales, so they also need a simple and inviting way to point people to where they can buy or listen to their new album.

Project:

I designed the graphical appearance of the website for a band, Wheels of Glory!, to promote the band, distribute their albums, lyrics & chords, and give fans a place to ‘hang’ with the band-members.

Wheels of Glory! was delighted with my graphical work with them on their first album, so when they decided to go ‘on line’, they approached about designing the layout for their web site. I put together a list with the band’s producer/marketer about what Wheels of Glory! wanted to achieve with their new web page.

We determined that Wheels of Glory! was most interested in distributing their content such as music, videos, lyric & chord sheets, and album information, and providing a place people could easily go to download their albums or learn more about the album or the band.

• Site structure is error-free, fully functional and easy to use

• Offers free, easy-to-download chords and multiple simple ways to buy, download, or listen to music on site

• Simple background highlights band’s offerings in switchboard style

• Site is desktop and mobile friendly

http://wheelsofglory.com/ http://hillsong.com/united/ http://www.newlifeworship.com/artists/desperation-band/

https://bethelmusic.com/ http://allsonsanddaughters.com/

• Site has internal errors and missing pages making navigation difficult

• Song lyrics or chords are only offered through an external store that is difficult to navigate

• Band name, tabs and links lost in full page video with poor contrast

• Mobile aspects of the site impair desktop viewers

• Shares site with sponsor diluting the message

• Must access song lyrics and chords on 3rd party site, the links for which are buried, impeding sale of band merchandise

• Brilliant ketchup & mustard banner colors are at odds with muted black & white photos featured in main body

• Site structure is visually busy

• Song lyrics & chords are tedious to find

• Sepia photo body tells no story; minimalistic gray on gray banner is buried

• Mobile aspects of design impair desktop viewing

• Graphic design is uneven and cluttered; banner is lost

• Soft earth-tone website links to jarring song lyrics, chords, and music store pages

• Not mobile friendly

Project Process:

I worked with a web developer on this project with input from Wheel’s of Glory!’s marketer and project manager as well as the band. I approached the project from a design aspect with an understanding of web design and development, user experience, and front end coding. My developer project partner approached the project from years of experience in web development and front end coding and an understanding of industry standards. We made a good team.

Header, Footer, Mobile

Header

Footer

Mobile

Buttons

These are a few buttons from the site. The top is what is viewed until the button is hovered over, clicked, or tapped, at which point the bottom is displayed.

To see Wheels of Glory!’s site in action, visit it at this address.

Web Address

http://wheelsofglory.com/

Solution #0477 - Wheels of Glory! Ever Higher Album - Marketing Design


Problem Statement:Wheels of Glory! a Christian worship band needs epic cover art for their first album, Ever Higher, that communicates the essence of the album and stimulates interest at thumbnail size on i-tunes and Google Play or at full CD size with a complete album jacket and jewel case artwork

Project:

I designed album art and album package components for the musical album Ever Higher by Wheels of Glory! to reflect the content and boost sales.

I sat down with the band leaders, the executive producer, the band’s marketing and production team, and the band members themselves on various occasions to discuss their vision for the album. We looked at various album covers put out by other bands, and discussed how album art that was “epic” made the viewer curious about the music.

At the same time, various band members maintained that the album art should reflect the album name “Ever Higher” as well. I listened to the group’s ideas, and questioned the producer and the marketing team about where the art would be displayed, and what sizes and dimensions would be needed.

• Album package design reflects album name

• Attention grabbing, attracts interest

• Invites interpretation of deeper meaning

• Unique

• Album package design does not reflect album name, Zion

• Background image looks like a stock photo

• Album package design only tangentially reflects album name, Light Up the World

• Busy and confusing what the message is

• Album package design only tangentially reflects album name, We Will Not Be Shaken

• Minimalistic to the point of dull

• Album package design is squeezed

• Does not invite significant interpretation of deeper meaning

• Many small elements that are hard to see make background picture hard to take in

Wheels of Glory! released their album through Creates Space who had very specific dimensions they wanted their clients to use for the CD jackets. The dimensions allowed for four 4”x 6” panels including the front album art. Wheels of Glory! was hoping that I could include the lyrics from the album in the limited space as well as a thanks section and a Wheels of Glory! is... section. I arranged the lyrics in as small font as possible while maintaining readability, got permission to write “(2x)” when a line was repeated, and placed the blocks of text together while preserving a healthy margins. Though the text was quite small, it was easier to read than other album’s liner notes I had studied during the process, and I had met each of the band’s goals.


Wheels of Glory!’s project manager talked with me about the album art being something down the line of this image she had created.

One day not long after we talked, I had a picture in my head of what the album art could look like to reflect the band and the album, based on my conversations with Wheels of Glory! and their management, so I hurriedly scrawled down my idea while it was still fresh in my mind.

I designed from there, and the final result ended up having elements from both ideas.

Final Album Art for Ever Higher by Wheels of Glory!

This is the artwork that appears for the Ever Higher tracks on Amazon, i-Tunes, Google Play, Rhapsody, and Wheels of Glory!’s website, as well as the front of the physical CDs.

Physical CD Jacket Side 1

The first side of the CD jacket makes up two panels that when folded make the front and back panels of the jacket.

Physical CD Jacket Side 2

The second side of the CD jacket makes up the two middle panels.

Physical CD

Physical CD displayed in jewel case

Jewel Case Tray

Inside of CD jewel case (under the CD)

Back of CD jewel case tray

Solution #0524 - Upper Crust Bakery Ad Campaign - Magazine Ad vs. Web Banner

Baker y

Fresh bread from our hearts to yours...

Enjoy authentic French breads, muffins, and pastries made only from local ingredients and recipes handed down for generations...

123.456.8901


www.uppercrust.com

Experience the delicious essence of Paris...

Upper Crust Bakery

Upper Crust BakeryExperience the French homemade goodness today!

Problem Statement: Project:


I designed a magazine ad and an animated web GIF to increase sales and bring new patrons to Upper Crust Bakery.

Upper Crust Bakery had been very satisfied with the logo and brand work I had done for them previously, so when their marketing department recommended foraying into more aggressive advertising with a small ad campaign, Upper Crust contacted me. I learned from talking to Upper Crust Bakery’s management that they were looking for one magazine ad design and one corresponding

web banner design. The magazine ad was going to be published in a variety of magazines, and I determined that the ad was going to need to appeal to a wide audience. Similarly, the web banner ad was going to need to be memorable enough to cause viewers from a variety of cultures and a wide age span to remember Upper Crust Bakery with a desire for the delicious breads and pastries of France.

Upper Crust Bakery is looking to advertise its brand through an ad campaign advertising in magazines and on web pages.

• Ad campaigns reflects Upper Crust’s brand with a balanced mixture of French sophistication and warm playfulness

• Logo, brand colors, and brand fonts are used consistently online and in print

• Ad campaign pieces are memorable; animated GIF invites curiosity

• Branding speaks to a restaurant corporation more than a local bakery

• Logo changes in design between various advertisements

• No logo usage• Drops reader into the midst

of information overload with chaotic font

• Uppercase font choice does not aid readability; brand font choice for body makes text appear like a warning label

• Branding does not follow through well to print ads

• Baby pink color used through-out advertisements visually at odds with coarse, cross-cut lumber backgrounds

• Frequent inconsistencies in font usage needed to make baby pink text work on various background colors

• Branding is easily dated• Animated GIFs is annoying

• Inconsistent branding; even the bakery name is presented in more than one font on the same media

• Does not make use of visual branding

• Ads are 2000s-esque• Minimal online advertising

Baker y

Baker y

Fresh bread from our hearts to yours...

Enjoy authentic French breads, muffins, and pastries made only

from local ingredients and recipes handed down for generations...

123.456.8901


www.uppercrust.com

Experience the delicious essence of Paris...

Upper Crust Bakery

Upper Crust BakeryExperience the French homemade goodness today!

Magazine Ad

Upper Crust Bakery management liked the designs I presented to them, but one stakeholder found a thick, white, glow around the croissants on the magazine ad distracting. The glow he referred to did not appear on any of my media or print appleications. After some research I found that the glow was a layer smoothing technique on his non-pro version of Adobe Acrobat. I was able to eliminate his concerns and gain unanimous concordance with my designs. The entire team was pleased with the ad publication when it was printed in a variety of magazines.

This was a quick project. I designed the magazine ad and the web banner ad according to Upper Crust Bakery’s specifications being careful to work within the conditions of the brand style guide that I had helped Upper Crust craft previously. I was careful to keep communication open with me and Upper Crust Bakery’s management, marketing, and development during the design process, and working together we had knock-out designs in half the time we had allotted.

Project Barriers

Project Process:

Upper Crust Bakery has used this GIF both as a web banner ad and as a GIF video on their social media. View the GIF in action at the link below:

Web Banner Ad

https://youtu.be/YH-doG7hXSM

Solution #0324 - Radiolab Colors Show - Color Theory, Posters, & Advertising


Problem Statement:Radiolab needs to communicate itself publicly in an intriguing and captivating way, after their designer has walked out after beginning a movie poster for Radiolab’s Colors Show.

Project:

I redesigned a movie poster for Radiolab radio station’s ‘Colors’ show to intrigue potential audience members and increase Radiolab’s listeners.

I learned from Radiolab’s marketing department that Radiolab is hoping to raise their number of listeners by putting up movie style posters in public locations such as subways, restaurants, and libraries. I was given the radio program’s partially completed movie style poster, and access to the show’s online radio podcasts. After listening to the show, I determined that the unfinished movie poster did not really

capture the essence of the show very well. It was also in a state of disarray. I looked up Radiolab’s value propositions and learned that stirring up curiosity and blurring the boundaries between science, philosophy, and human experience is Radiolab’s goal. If I made this description of Radiolab visual, it would attract attention, even in a busy subway with dozens of other posters competing for commuter’s attention.

• Poster balances intensity, intrigue, warmth, coolness, science, and poetry

• Draws viewer in• Attention grabbing and

memorable• Style of poster reflects

show content• Clearly displays the radio

show’s name and sponsor

• Poster’s level of sophistication does not make poster particularly interesting or memorable

• Lack of colors and interest-grabbing graphics diminishes target audience’s attraction

• Poster’s minimal style doesn’t invite, intrigue or convey any message of the show’s content

• Show’s name and host are lost in the sparse layout

• Brightly colored, simple posters make show appear childish

• Radio show is not clearly advertised

• Large amounts of information displayed in uppercase block letters is hard to read

• Almost monochromatic, the poster does not draw the viewer in

• No clear call to action • Style of poster is not

consistent with show content• Poster gives no hint as to

what show is about

• Graphics do not intrigue or draw viewer in

• Larger size on left then right makes poster appear to shrink

• Poster is easily dated

I knew going into this project that the designer had walked off the job leaving a partially finished design. The challenge was picking up where he had left off and turning design into something that would attract the attention of the target audience even in a chaotic environment, stimulating curiosity to look closer. I worked to come up to speed very quickly and basically started over. Throughout the project I asked myself what would make the target audience ask, “Why?” I asked myself, “How can I design in a deviously bizarre way like Jad and Robert talk? How can I effectively communicate the odd, intriguing radio conversations Radiolab offers?” I brainstormed by myself and with others, deeming no idea as a bad idea, but rather as an incomplete idea with potential. I asked advice and took careful notes. I ran with ideas and suggestions until my poster rough drafts were as surreal as Radiolab’s “Colors” show.

This was the incomplete poster I was handed at the beginning of the project.


Brainstorming Process

I started out by brainstorming and sketching out some ideas to make the poster more captivating and unique.

Rough Draft #1

I drew three rough drafts to present to the design, marketing, and upper management groups at Radiolab. This is the first one.

Rough Draft #2

This was the second rough draft I showed the design, marketing, and upper management groups at Radiolab.

Rough Draft #3

The design, marketing, and upper management groups at Radiolab responded favorably to all three poster rough drafts, but this third one was their favorite.

Rough Draft #3

With a few modifications after the presentation discussions, the poster was ready to print right on schedule!

• Skilled with Adobe Suite (Illustrator, Photoshop, Fireworks, InDesign) and Microsoft Office

• Experienced in front end development languages (HTML, CSS, JavaScript, PHP) and hard coding theory (Java)

• Practiced in applying branding and feel, consistently and accurately with great attention to detail

• Expert at creative problem solving and effective communication

• Adept in strong visualization and capturing group and stakeholder vision and values

• Proficient in time management and organizational skills to complete jobs efficiently

2017 Bachelor of Arts: Graphic Design & Media Arts - Southern New Hampshire University - GPA: 4.0

2015 Associate in Applied Science: Web Design & WWW Program- ming (Computer Info Systems) - State University of New York Hudson Valley - GPA: 4.0

EDUCATION

SKILLS & QUALIFICATIONS

February 2016 Designed SNHU CONNECT Book Club Book Worm tag logo

September 2015 Designed & Won SNHU CONNECT Outdoor Club logo contest

ACCOMPLISHMENTS

Designer -Volunteer April 2015-current• Wheels of Glory - Designed band website, CD jackets, business cards, etc. - http://wheelsofglory.com//Designer April 2014-current• Friends of Nathan’s Foundation - Designed buttons for not-for-profit organization and website - http://www.thefonf.org/Cleaner October 2008-August 2010• Whiting Cleaning Company - Co-organized and managed a house cleaning company establishing cleaning schedules and organization solutions majoring in customer relations and satisfactionCommunity Clean-up Volunteer 2001-current - Participated in neighborhood yard cleanup projects contributing to team building and group organization for maximum efficiency

EXPERIENCE

Joy WhitingA highly creative graphic designer with a solid background in web development, able to effectively communicate visual and technical solutions. I am a team player, asking strong clarifying questions to contribute to group understanding and uncover stakeholders’ unspoken goals. I also work well independently taking problems, ideas, and designs and using them as springboards to create custom solutions, effectively communicating the brand’s message and purpose to the target audience.

[email protected]

585-678-1352Phone

352 Whiting RoadWebster, NY 14580

Address

About Joy Whiting - Portfolio

Documents

Transcript of About Joy Whiting - Portfolio