Mentorship

Making design and illustration for school projects is something I’ve always struggled with because there isn’t usually a real-world component. Although this project wasn’t to be used in the “real world,” it was still a valuable experience as it gave me some industry experience and a chance to see what I’ve learned in school versus what the industry is really like.

Earlier in the year, Leah Moy from Grey Advertising came into our class to speak to us about projects she has done with clients and the challenges behind those projects. I really liked the projects she created and was interested in working on similar projects in the future. So I decided to reach out to her and ask her if she would consider mentoring me, and she said yes!

The first step was done, whew!

I pitched a few different ideas to her and we decided on an advertising campaign for the local ski resort, Cypress Mountain. After the project idea was approved, I did what I thought was a good idea; I made a brief. Unfortunately, I didn’t get a chance to do a lot of research within the first week, so my brief wasn’t well informed and she asked me to take a step back and focus on gathering research. After this, my brief was well informed and I was ready to start thinking of ideas…..lots of ideas.

The three main two takeaways from the research component were that Cypress had a good variety of different winter activities, they were the only mountain on the North Shore that offered Cross Country Skiing, and that they are the biggest small ski local ski area with the most vertical, the most runs, and the best snow conditions.

I did about 100 sketches in total and a mind map to help me sort through all of the activities that Cypress had to offer, and the feelings of experiencing the outdoors. Initially, my ideas were based on singular ideas so I had trouble trying to work them into a campaign across different mediums. The SWOT I did for the different competitors: Seymour, grouse and especially Whistler definitely helped me with this hurdle. Whistler did a video of Tilt shifting which is a photography technique that makes big environments look really small. The feeling of being small is the concept I wanted to expand on, as this is the feeling I always get when I’m in the wilderness surrounded by tall trees, vast lakes, or even when I’m on a chairlift looking down at all the little people on the slopes below.

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While looking at the video campaign for Whistler, I looked back at one of my ideas which was making words from different aspects of the mountain. Screen Shot 2018-04-09 at 2.38.50 PM.jpg

Leah sent me this example of typography made of objects that she did for Compass/Translink while working at Grey. I liked the idea of how the word was built from elements so I started thinking of ideas that fused the concept of building with the feeling of being small in a large environment.

When I was a kid, I really enjoyed working with Lego, and it was a big part of my childhood. I built the models once, and then I would take them apart and build my own. I always felt like a giant that was looking over the instructions and the blocks themselves, so that’s where my final concept comes from.

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This was one of the sketches from the final drafts before moving onto production.

Overall I learned a lot from this project and it was a super valuable experience working with an industry mentor. I would grade myself a 9/10 because I think this project ended up being one of my better projects, yet there is still room for improvement.

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Indigenous IDEA

For days I researched. I researched the traditions and storytelling, and the spiritual connections that First Nations people have with all parts of life. Even though I learned a lot and it was really interesting, I realized that making a project that congratulated their culture didn’t really help what reconciliation was all about, so, I started on a new path and began research on the residential school survivors and their stories. Through this research, I realized that their stories aren’t just stories because they hold these words within themselves, their pain in permanent, and not only does it transcend their own lives, but transfers down to generations. In fact, there is still the residue of the Canadian residential schools in our society today. Children were taken away from their homes and were never nurtured in their childhood, in fact, it was quite the opposite. Children were punished if they spoke their language, couldn’t remember their prayers or didn’t eat the (poor) food they were given at the residential schools. When these children grew up and had children of their own, they taught their children what they had been taught, and their children the same. Alcohol and drugs acted (and still act) as an escape from the dysfunctional relationships and childhood abuse that many First Nations people experience as a result of the Canadian residential school system.

Tattoos inflict a lot of pain when they are first applied, yet stay with you throughout the rest of your life, so I used tattoos as a metaphor to describe the pain of Residential schools as well as the legacy of pain they left for generations. Tattoos are often very personal marks, so I felt it was a great idea to use them to tell the stories of First Nations peoples experiences in Residential schools, as well as the pain that they felt through their parents or grandparents. I used a traditional tattoo font to write out the stories of the people who have suffered from the schools legacy to echo the tattoo feel and used red to show how the tattoo has only just been applied because it is still a fairly new issue. I used yellow as the colour for the font because, in First Nations culture, yellow is the colour for knowledge. I used a serif typewriter font because I wanted the call to action to be bold and easily readable for passers-by (this poster series would be for bus stops in high-traffic urban areas).

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Full Footprint

When we first got introduced to the project we had two choices of companies we could work with to rebrand. The first was Vancouver Honeybees, and the second was Full Footprint, and offsetting company. When I first heard the term offset, I didn’t know what the company did, and… neither did anyone else; so I wanted to work to make that understanding possible. On a basic level, offsetting is donating money to balance out the pollution footprint you’ve made on the environment. With this money, initiatives can be created to aid environmental impacts as well as spread awareness about environmental issues surrounding humans. Most offsetting companies tend to focus on carbon, land or water footprints, but what sets Victoria (Full Footprint) apart is that she focuses on all three.

Working for a real world client was a fascinating experience because I knew that I had the potential to make an impact, to change something for the better, which was a really great feeling from the start of the project. Another great thing about this project was working with others in the class to decide upon solutions. The dialogue that was created throughout the project was really engaging and made me feel like I was part of a real agency, and boy, we were good. It was a long and difficult project, but when we presented the final comps to our client Victoria, you could tell she was impressed.

My role in the team was to create a new logo for her company because we felt that the logo she currently had didn’t stand out against her competitors and also didn’t portray what her company covered: land, water, and carbon offsets. We started with sketches, thinking about how we could represent the three distinct element using symbols, as well as how offsetting could be represented in one symbol. Some of the ideas we thought of were:

-incorporating a rewinding button to represent how you can put back what you’ve taken
-using a circle to show the fullness of the footprint offsets
-converting the 3 elements to symbols

we had a lot of difficulty throughout the process but near the end, something clicked in my mind and I wondered why I never thought of it before, a leaf and a waterdrop are the perfect shapes to form a foot and the seam/vein that goes through the centre works perfectly to symbolize how the bottom of a foot looks and yet also works well to describe the land and water footprints that her company covers. I had a bit of difficulty coming up with a word mark and carbon representation but upon talking with both my small group and our larger group, I was able to create new concepts that worked well as a completed design. All in all, this project was really great, I really enjoyed it and am looking forward to more projects of a similar nature (hopefully). I am proud of the work I’ve done collaboratively for the team and individually for the design and for this project I feel I deserve 9/10

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Editorial Design

Editorial design is like watching a professional diver in the Olympics, when you watch them it looks easy and you think: “oh, I can do that no problem,” but then you jump into it and land flat on your face. But as with the creation of all great things, it takes time, experimentation and learning in order to get the best result

I decide to base my layout design on How design magazine. In this magazine, they use a 4 column grid layout, so I used one as well. For my text, I wanted to use Freight serif font as it is a nicely readable text, but I was having trouble connecting to the network and therefore unable to access the font. So, I decided to use Adobe Gurmukhi instead as it also works as an easily readable text.

For the headers, I used Okomito because it has an industrial upright form which I feel echoes the information in the text and provides a strong start for the body paragraphs.

For my opening spread, I created an illustration to depict how interns aren’t getting paid for the hard work they put in. I also created a spot illustration on the last page, to sum up how the article speaks about money between interns and employers and leave the reader to continue the dialogue with their peers. I feel my illustrations worked well with the content of the article as well as the combination with the red text color, so for the appropriation of images I give myself 9/10. There is quite a bit of white space on the last two pages, and since I’m always afraid of white space I decide to trust it this time, and I feel it worked, but I could be wrong.

In the How issue I based my layout on, the layout designer separated their sidebar content with a line down the page and also outlined the content with a box. I felt the box was too much in the layout I saw, but I felt the line helped to separate the sidebar content from the body paragraphs. I also lowered the sidebar content and decreased the text size a couple sizes to give hierarchy to the body paragraphs.

I used a fast forward symbol on the first page to direct to reader the next page of content, and used a stop button to show the end of the text. I did this because they are symbols that are highly recognizable and easy to understand. Overall I give myself 8/10 on this project.

Editorial Spread: intern-5

Moodboard: moodboard

Resume

I thought writing a resume would be simple, I’ve already completed the hard part: actually accomplishing things in life, so… it seems like it would be easy right? When I began distilling down my weaknesses and strengths I began to realize that I really needed to bring out some interesting and crazy things about myself in order to not just be another resume in the stack. So, I looked back at my yearbook write-up and was able to gather some ideas regarding my sense of adventure, thrill, and detail orientated work. I decided to choose Archer Hairline and Avenir for my fonts as I feel they represent the emotional, understated, progressive and disciplined personality traits that I hold. I don’t have a certain employer in mind, so I left my resume pretty broad so that when I do figure that out, I can go back and make the changes necessary. I kept the layout simple and organized with a touch of blue and a speech bubble to highlight my contact information which I feel adds some personality to my resume.

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Sustainable Design Manifesto

For the first assignment in our design class at Capilano University, we were asked to write and design a personal manifesto of the design practices that we believe to be sustainable and a guide that will keep us creating with minimal negative impact on the world in the long-term. I started by reading Do Good Design by David B. Berman, as well as GDC’s Principles and Values for GDC Governance, extracting text that I found relevant and writing down notes that answered questions: what is sustainability, what defines good design and how should design effect the world. I was inspired by Bruce Mau’s Incomplete Manifesto For Growth as well as Holstee’s manifesto for life. After gathering my notes, I started to designthe poster.

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I wanted to represent sustainability through a visual metaphor that described what nature does to be sustainable and how we can follow that in leading a brighter future for tomorrow. I started with sketches of the sun rising and setting because that is something that happens in nature day in and day out, it is sustained no matter the weather or the season. As I continued to sketch I began to think more about relationships in the natural world that create sustainability, and thats when I thought of bees. I chose bees because they work together, doing small actions individually to make one big hive collectively stable, efficient and sustainable. They fix the hive when it needs repairs, create a home that is biodegradable and create honey as a by-product of their existence (which is a natural preservative).

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I used the honeycomb shape in my poster to represent how, when each practice of my manifesto is combined, it becomes stronger. I rotated the text and honeycomb on an angle to describe a forward and upward motion, (just as there is in sustainable design) and used the yellow colour of honey to express how my sustainable design practices’ create a brighter future for humanity and the environment.

My poster targets other creatives in the design world who are interested how design affects the world in a positive way and are looking for ways to minimize their impact for the future. I have done ample research to develop my sustainable work practices, as well as created a poster that is attractive while resonating with sustainability in a create way, therefore I think i deserve 9/10. There is something not working with the body text, though I’m not sure quite what it is.

Street art

This is the currently the biggest art movement happening today. Unlike any other art movement, anyone can do it and it can be done with very limited materials. Take a pen, a marker, a can of spray paint, or even a stick and you can scratch your expressions on a public surface of your choice.

6203af771b6a6a9d271b544ad647e2ba Writer Tags.

There are currently some people that have made it pretty big in the art world even though they started out doing illegal work. Artists such as Roa, C215, Banksy, Aryz, Os Gemeos, Blu Blu, El Mac and Sofles are some of the biggest names in graffiti and street art.

elmac_230x184cm_roeddame El Mac.

Graffiti though? What’s that you might ask. Although many people argue that graffiti and street art are one in the same, there is an ongoing discussion about the line in which these two subjects cross over. To my opinion, graffiti is letter forms explicitly, and street art is well… everything else. There is a rich history to graffiti, but to truly understand it, you have to do it, live it, experience it for yourself; because although graffiti is an art form, it is also a subculture. It’s origins date back to that of New York hip-hop and rap culture, as seen in the documentary film “Style Wars” ( I highly recommend watching this film).

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