S.M.ART manages international investments and oversees Ukrainian-led social projects. The organization supports Ukrainian artists that are dedicated to developing culture. A stark color palette of black and white is used to let featured artwork come to the forefront. Bold typography allows the brand’s central messaging to be easily comprehended.
At the core of the brand, is the symbol of a black square. The square is a reference to Malevich’s most contentious painting, named plainly, the black square. The cubo-futurist abstraction stood as an anti-establishment expression against Russian realism that dominated mainstream art and culture. S.M.ART maintains the square’s perverse history as a demonstration against the chokehold of Russian mainstream culture and a symbol of the underground.
Hertz Annual Report 2019
The name “Driving Innovation” is chosen to declare Hertz’s intention to not only keep up with the pace of change but push it forward. The annual report explains crucial information about partnerships with rideshare services that provide rental cars for drivers. The annual report serves as a tool to communicate financial information and outline a strategy for investors, shareholders and franchisee owners.
Hertz’s classic style is maintained by using the brand colors of yellow and black. Diagonal motifs are replicated throughout the book and brand imagery connect this year’s annual report to the larger Hertz brand.
Lola, Vintage Revival
Lola is specifically for young women who would like to begin learning how to sew. Each box comes with an easy-to-use instruction manual, fabric, and sewing pattern that fits the measurements that customers provide when ordering the subscription. Lola takes the search out of finding patterns that revive vintage styles in a modern way.
Using a brand color of pink, the feel is energetic, feminine and youthful. Halftone pinup girls are layered with typography displaying uplifting messages to infuse the brand with a touch of retro and inspiration. Positive copywriting is a core component of making the company approachable for new users and encouraging old customers to return.
Camping in the Vines
CONTRIBUTION Branding Collateral
LOCATION Temecula, CA
Camping in the Vines offers travelers an alternative hospitality experience without compromising comfort or style. The camp honors the history of Temecula by naming the tents after the first buildings in Temecula. Historical photos characterize each tent sign, with safe keys to match. The historical photos are brought into a contemporary setting by layering bright blue typography for texture and depth. Wooden and leather accents are used throughout to ground the aesthetic and tie it to nature.
CONTRIBUTION Branding Environmental Packaging
LOCATION Los Angeles, CA
Japanese and American culture have a famous classic tattoo style that is referenced internationally. An illustrative approach using tattoo style graphics is used as a common thread that ties together Ayako’s Japanese and American heritages while also connecting it to urban environments and youth culture.
Book of Man Magazine
CONTRIBUTION Editorial Page Layout Photo Editing
LOCATION San Francisco, CA
Book of Man represents the lesser spoken perspectives of men and promotes the rhetoric that men are not violent, sexist and power hungry creatures as the media portrays them. The organization normalizes things like sharing feelings and embraces shopping, and showing love in relationships.
The publication uses a bold red and diagonal elements throughout to reference the styling of the magazine’s digital brother. The magazine is sectioned similarly to the blog and each month dedicates a section for shopping, skills and mental health. The publication is human-focused and features a role model on the cover every month.
AIGA Spring Graphics
CATEGORY Education Non-profit
LOCATION San Diego, CA
Posters and digital assets for Facebook, Instagram stories and a Mailchimp newsletter communicate the events and workshops for Spring 2019 semester. City College’s Graphic Design department’s colors of red, dark blue, yellow and light blue are used to tie the posters to the program. In previous semesters, the graphics used an illustrative approach. This semester the look is updated by using only existing color and typography palletes.
The 365 challenge was a passion project where I created something every day for a year and posted it on Instagram. Each month focused around a theme or material like paper, typography, or illustration.
The following are selected works from the 365 project. The project taught me artistic decision, how to be brave and share my work and most importantly, it gave me a body of work to reflect on.