This section encompasses my work in traditional medias—print design and production and hand–drawn art.
My work for Whole Foods Market invloved the design, layout and production of mainly printed signage and advertisements following their existing branding. The WFM brand standards governed the use of logos, colors for specific departments, verbiage used, fonts and artwork style, paper stock, and general aesthetic style. Overall the pieces needed to reflect a natural, recycled and hand-crafted style with an earthy color palette. I also designed and produced a monthly newsletter advertiseing Salud! cooking classroom events, screens for use on televisions throughout the store and produced chalkboard art.
The Redmond Lights flyer advertises the annual winter festival hosted by the City of Redmond. Their goal is to bring the community together in a celebration of traditions, faiths and cultures. To further that message I created a poster that is inviting, festive and uses politically-correct imagery that does not call out any specific secular holidays. I choose the color purple for it's spiritual connotation that is not tied to any individual religion. Yellow, purple's split compliment, adds pop.
Logo and marketing collateral for a Cedar Swamp Brewery. When developing a brand, it is important to define the brand's voice, what look and feeling the brand should encompass. Consistently designed marketing materials are the first step in introducing your brand to your audience and setting yourself apart from your competition. Designing a logo, choosing a color palette, creating a graphic style, and picking out fonts are all part of constant messaging.
When designing the logo, I took into consideration that many traditional beer labels have serif and/or script typefaces, are roundish in shape and have dark colors with very fined details. A crest or seal is also a common logo shape and speaks to a sense of quality and tradition.
Color is the most instantaneous method of non–verbal communication, and is often called the "silent salesperson". Color has a very persuasive and powerful subliminal effect. When used in marketing, colors convey abstract concepts, express wish fulfillment and recall emotional responses. Colors not only identify, they idealize. Te average consumer only looks at a package for .03 seconds, so colors must convince and appeal immediately to be effective.
Red is the most physiologically stimulating color. It increases appetite, enhances metabolism, increases respiration rate, and raises the blood pressure. Red has very high visibility and when used as an accent color, it grabs attention without being overpowering. Red stimulates people to make quick decisions, and is the perfect color for Buy Now.
Silvers and greys lend a feeling of sleekness, sophistication and modernity while also being playful and lending a feeling of richness. Grey is also easy on the eye and is appropriate as a 'background' color for areas of copy. It is a color that is generally considered cool and feminine providing balance and contrast to the more masculine and warm red.
Infographic–style training sheet detailing the prepress process when preparing printed work for output to postscript devices. Some of the considerations required by postscript printing include ensuring graphics are in .tiff or .eps format and at the proper size and resolution. All fonts, images, and linked items must be packaged and provided to the printer. All colors must be CMYK or Spot. And be sure to delete any unused colors, fonts, paragraph and character styles. Files can be saved to a postscript file and distilled with Acrobat to check that the fonts and colors are correct and will output properly. Software like Flightcheck or Pitstop can also help identify potential problems in your files.