The campaign encourages self-expression and individuality through clear and positive communication. Bold, vibrant colors and craft materials brought in the sense of inner child while remaining true to the Ad Council’s goal of positive messaging.
Alpha Airlines is a luxury subset of Delta that targets premium leisure and corporate travelers. The name Alpha embodies an adventurous and individualistic spirit that parallels the customized flying experience. The airline is elevated, modern, sleek, and bold, paving the way for commercial travel to become desirable again.
The publication cohesively presents written and visual work produced in the thesis project. The cover is built from pre-existing project imagery, emphasizing themes of circularity and reuse.
studio space
24.07.21
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The Ad Council asked to inform the public about a South Carolina blue law. The campaign encourages self-expression and individuality through clear and positive communication. The visual metaphor draws on Carl Jung's mask theory in psychology, emphasizing the importance of shedding layers of false personalities. Bold, vibrant colors brought in inner child nostalgia while remaining true to the goal of positive messaging. I ripped construction paper in multiple colors and formed abstract faces and masks with the resulting shapes. Transitioning to screen, I developed the concept of swiping through layers, with each layer revealing further information on the law and the campaign. After the campaign presentation, 94% of the audience understood the messaging and calls to action extremely quickly. 100% said the campaign has great information hierarchy. 5/5 for creativity, clear archetype, and user success in learning about the law.
The publication cohesively presents written and visual work produced in the thesis project. By adhering to the constraints of the campaign’s identity system, the publication fully integrates into the project. The shapes identifying major chapters serve as progress indicators to improve accessibility. The interspersed quote pages emphasize the research-driven process of the project while adding a human element to the reading experience. The cover is built from pre-existing project imagery, emphasizing themes of circularity and reuse. When printed, the arrow on the back cover prompts the audience to return to the front to read the publication again, creating a circular experience. On the back cover, the image and text reverse in hierarchical significance as compared to the front cover, offering an analogous reading before returning to the beginning.
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This thesis project began with the question: How can design and advertising be used to support services that are less harmful to the environment? The project uses a community-based approach to raise awareness of a free clothing store on USC's campus, the Carolina Closet. Shifting the focus to values of longevity, community, and circularity in systems, this thesis supports alternate, sustainable models for the fashion industry. The project includes an integrated campaign promoting the Carolina Closet, a digital platform, and a publication. The campaign repositions the Carolina Closet as a trendy, energetic, and accessible resource. The number of items taken increased by 62.4% following the implementation of the campaign in February. The project ultimately provides an example of an applied sustainable design practice and hopes to inspire other designers to support similar services in their local community.
This experimental folio highlights the Between the Lines collection of Dutch fashion designer Iris van Herpen. The collection explores bridging physical and digital systems. Additional themes of distortion, glitch, and imperfection in systems were important to convey in the folio. Analog methods, such as scanning techniques and hand-painted type were used to develop imagery and patterns. The interactive pull tabs reveal more information while filling the space between pages. The film strips of images were printed on clear mylar, emphasizing the shiny film present in many of the dresses. The cover page is scannable with Artivive, where a distorted video plays over the spread. The folio is printed on French Paper and bound with a simple three-hole saddle stitch.
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Eco Series responds to the following questions: What is an ecological country? How can we express these values and convince governments to initiate change? Re-frame (first above) explores the concept of reuse. The poster is revealed as a three-dimensional game cube, used to spark conversation with question prompts. Our place is built on textural elements from nature. Elements in the foreground and background blur together, questioning the hierarchical relationship of human>nature. This plurality of meaning is an essential value moving forward for governments to recognize ecological crises and initiate measurable change.
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An archive of work and processes from two design classes. Experiments with negative space in the printed matter develop a pacing of the overall narrative. The color-page system divides each project and course. The book is consistent across multiple typographic systems, such as the project numbers, quotes, and individual cover pages. I considered how the visual reading experience could contribute to a fuller understanding of the content.
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An exploration of the difficulty, strife, and occasional obsessive nature of judging one's creative work. Model Brianna Rao poses with a plethora of self-crocheted items, developing varying relationships with her created artifacts.
Alpha Airlines is a luxury subset of Delta that targets premium leisure and corporate travelers. The name Alpha embodies an adventurous and individualistic spirit that parallels the customized flying experience. The calm, subtle gradient lines were inspired by sunsets viewed from the sky and LED mood lighting in airplanes. The trip summary screen changes color to signify a finished task. The logo's typography draws inspiration from Delta's 1959-1967 and 1962-1993 iterations. The Alpha logo is a shadow of a plane wing, complimenting Delta’s current logo. The pictograms emphasize cutting-edge and personalized customer service. Share Tech Mono, used on the Book Flight screen, speaks to traditional airport signage while adding a personalized touch to the identity. The airline is elevated, modern, sleek, and bold, paving the way for commercial travel to become desirable again.
is a student / designer with particular interests in typography / sustainable and ethical design / interaction design / information design / is an intern at Span / is studying in the MDes Basel program / resumé / linkedin / inquires at desiree@srfam.com