Logo Design // Identity Design // Branding

-

client
Daliah Khoury & Elton Pon
San Francisco Recreation & Parks Department

deliverables
Logo (Color, Black & White, Inverse, Horizontal, Vertical, Icon)
Style Guide

objective
To design a new logo for the San Francisco Recreation and Parks Department program: Tennis & Learning Center

approach
The icon is designed to symbolize learning and resemble a tennis ball. It is to communicate hope, youth, happiness, athleticism, and fun all while tying it in with the San Francisco Recreation & Parks Department’s color influence.

The logotype is aimed at attracting both grade and middle schoolers with its modern and playful typeface. The hand-lettered rendering of the typeface make it feel welcoming with a splash of edge.

Mock-up designs for collateral using the new logo design are provided.

YOUTH FLAG FOOTBALL LEAGUE

Logo Design // Identity Design

-

client
Joachim Perlas

deliverables
Logo (Color, Black & White, Inverse, Horizontal, Vertical, Emblem)
Style Guide

objective
To design a new logo for the San Francisco Youth Flag Football League

approach
The emblem design is to encapsulate the new citywide initiative of the San Francisco Youth Flag Football League (SFYFFL). It is to communicate community, inclusiveness, and citywide all while tying it in with the San Francisco Recreation and Parks Department's logo color influence.

The logotype is aimed at attracting youth with its modern typeface that make it feel athletic and active with the dynamics of the shapes. To tie it all in with flag football, the crossbar of the "A" has been altered to imitate the flags that are worn by the players.

Mock-up designs for collateral using the new logo design.

PYROGRAPHY COMPANY

Logo Design // Identity Design // Layout Design

-

client
Sarah Mueller
Traced in Timber
Owner

deliverables
Logo
Business Cards
T-Shirt
Instagram Story Templates

objective
To design a branding identity for Tracing in Timber, a pyrography company that sells merchandise

backstory
Traced in Timber is a small company owned by Sarah Mueller. She wanted to revamp her social media presence and branding to make it more her and uniform.

problem
Designing a logo that communicated her friendliness, queerness, quirkiness, and love of nature.

solution
Since her work revolves around her doing it by hand, I found it fitting that the logotype have a handwritten feeling to it. I handlettered the letters to be a mixture of uppercase and lowercase to symbolize her quirkiness. The main symbol doubles as both the tree and flame that is required in her line of work. Sparkles were added to further communicate friendliness and pride.

The graphics repeated throughout her branding are influenced by the tree rings and deconstructed and placed around to make it more fun and inviting.

When figuring out her color palette, she mentioned that she would love to also communicate her pride. I chose 4 very saturated colors to symbolize that and her friendly, bright energy.

GAMING MAGAZINE

Logo Design // Identity Design // Illustration // Layout Design

-

client
Student • CCSF

deliverables
Logo
Style Guide
Web Front End Design
Event Poster
Merchandise

objective
To design a branding identity for a fictitious company of interest

backstory
PYXLY is a gaming magazine targeted to female gamers, animators, illustrators, and designers. Its goal is to provide readers with the latest in technology, programs, and games to get more women into the gaming/animation world.

problem
Creating a logo that targets a female audience without using a script typeface

solution
I wanted to create a logo that made the company look modern, trendy, tech-y, welcoming, and exciting. I worked with open counters and rounded edges to show progressiveness, open mindedness, and friendliness with a sprinkle of edginess.
The “X” worked on its own as a stand alone pictorial to represent fans.

View a mock-up of how the website would function here:

https://invis.io/ZJTJ1CNTW2N#/210898756_Home_01

ONLINE PERSONALITY

Logo Design // Identity Design // Illustration

-

client
Roseberi • Personal

deliverables
Vector Logo
Icon for Social Media platforms

objective
To design a logo for online personality, Roseberi along with a profile picture

approach
Roseberi is an online personality that revolves around illustration, animation, and game plays. I wanted the logo to reflect the femininity, energy, fun, and bubbly personality. The logo was to be able to adapt to different moods of genres of games or projects while still keeping them unified.

Promotional Design

Layout Design// Promotional Design // Print Design

-

client
Elton Pon
San Francisco Recreation and Parks Department
Outreach & Communications Manager

deliverables
11”x17” Poster
r4”x6” Postcard
20’x5’ Banner

objective
To design promotional material for the Tree Lighting Ceremony, a family-friendly event held at the McLaren Lodge.

approach
This was a quick turn-around project. My client wanted a cute animal with a winter theme to appeal to families and children. I worked with a retro/vintage color scheme and the classic winter animal, the polar bear. To make it more obvious about the event, I had the bear entangled in some festive lights.

Promotional Design

-

client
Elton Pon

deliverables
11”x17” Poster
4”x6” Postcard
20’x5’ Banner

objective
To design promotional material for Scaregrove, a family-friendly event held at Stern Grove

approach
The theme was a Superhero Halloween. I worked with concepts of incorporating superhero elements with fun and family-friendly monsters since our audience were families and children between the ages 6-11 years old.

I worked with warm colors so that it felt inviting and contrasted it with some lime green to add a splash of spookiness.

THEATRE PRODUCTION

Layout Design // Illustration

-

client
John Wilk • CCSF

deliverables
11”x17” Poster
4”x6” Postcard
3’x5’ Banner
Facebook Cover
Twitter Cover

objective
To design a poster that successfully advertises the theatre production

approach
The client requested a poster that showcased the concept of hypocrisy, lies, keeping up with appearances, and an era set in a Posh English society. I wanted to combine contemporary layout design with Victorian era fashion. To emphasize the mystery and deceit, I kept the woman hidden.

INFORMATIONAL PAMPHLET

Layout Design // Illustration

-

client
Student • CCSF

deliverables
Double-Sided Pamphlet

objective
To design a two-color informational pamphlet targeted towards anime convention goers

approach
I derived influence from Pokemon and Japanese manga when designing the overall aesthetic. I wanted the flow of information to feel effortless so I highlighted bits of information to not only stand out in case of an emergency, but to act as visual markers and breaks.

FASHION SHOW

Layout Design // Photo Editor

-

client
Natalie Smith • CCSF

deliverables
11”x17” Poster

objective
To design a poster that advertises the CCSF Fashion Show

approach
ODYSSEY is about taking the audience on a journey. To incorporate this theme, I decided to work with fabric that moved upward guiding the viewer up to the title and down to the content. Working with fabric allowed for no collections to outshine the other.

I chose to work with the Pantone color of the year combined with a hot pink to keep it contemporary and feminine.

TYPE SPECIMEN

Layout Design // Illustration

-

client
Student • CCSF

deliverables
Type Specimen
Poster

objective
To design a type specimen for a typeface and type designer of choice

approach
The project involved research of the typeface, foundry, and typographer. Inspired by House Inc., I designed a character that was a physical embodiment of the typeface: fierce, independent, and bold. Additional illustrations were created to further enhance the messaging.

I worked with the theme of a “Western Pop” so I chose highly saturated colors to show the more “Pop Art” element.

DEPARTMENT BROCHURE

Layout Design // Illustration

-

client
Andrew King • CCSF

deliverables
9”x12” Double-Sided Tri-Fold Brochure
2-Color Print

objective
To design a brochure to communicate the functions of their office

approach
Andew King wanted a brochure that communicated student friendly, faculty, warmth, supportive, open, and vibrant. I decided to illustrate the brochure to help convey those messaging, keeping the faces very simple.

I wanted it to feel very organic with its forms inviting the reader to move along all the information. I added an accent panel for the most information heavy portion so it will be more visually interesting to read.

LECTURE POSTER

Layout Design // Typography

-

client
Student • CCSF

deliverables
8”x11” Poster Flyer

objective
To design a poster for a fictitious event influenced from a period of Graphic Design & Designer

approach
The design was influenced by designer, Bradbury Thompson. The concept behind this series was to reflect that of the CMYK process in it that there was a poster for each color. I wanted to clearly communicate the influence of American Corporate, more specifically Bradbury Thompson as was the prompt.

I added my own element of fun, playfulness with how I treated the type.

MOBILE GAME DESIGN

UX/UI // Identity Design // Illustration

-

client
Personal • CCSF

deliverables
Logo
Character Design
Background Graphic
UX/UI

objective
To design a branding identity for a fictitious mobile app game

approach
The game follows the user as they journey to destroy the Black Star, an evil that corrupts all living beings when exposed to it. With the logo, I wanted to create something that showcased adventure, magic, fun, and playful.

I wanted it to look a bit gritty so that it looked like an action, adventure game.

MULTI-PAGE DESIGN

Layout Design // Typography

-

client
Student • CCSF

deliverables
8”x10”saddle-stitch booklet
CMYK

objective
To design a multi-page document for ClairStar

approach
I worked with a 12x12 grid layout designing with a single large type family to deliver my connotative messages of sophisticated, future-focused, and trustworthy. Images were used to make it feel more contemporary and human. Playful colors and typography were used to create a more engaging experience.