My career as a designer has been about creativity, hard work, and determinism.
What keeps me so passionately involved in what I do, and growing as a designer, is my ability to always believe in the importance of professionalism, appropriateness, and the fundamentals of design. I am excited to graduate, move forward, and see where opportunity, drive, and hard work can take me.
This is a re-design of the corporate identity of Reitmans, a company that produces clothing for the casual fashion market, women 30 to 50 in age.
Their logo currently is outdated and does not suit the company’s products, customers, and the current times.
The improved logo is is friendly, professional and elegant.
The letter mark is the capital ‘R’ reversed within a rectangle shape. I rounded some of the corners of the rectangle removing some harsh edges. The ‘R’ is a strong visual element and a good solution for an easily recognizable identity.
The style guide includes a stationary set (letter head, business cards, envelope), vehicle and store signage, clothing application, promotional material, and more important information about when and where to use the logo and tag line. There are also very precise guidelines on how to keep all pieces of stationary properly formatted, for the continued structured use of all the design elements.
Together all pieces are kept within the style guide pamphlet. The identity guidelines can be found organized on the pages throughout the pamphlet. The stationary examples are kept in a pocket on the back page of the guidelines package.
This is a package for I-Tec Headphones. Each triangle package is coloured according to the colour of the headphone inside. The headphones sit in a reflective silver paper that mirrors the headphone colour and mimics the same metal shine of the logo found on the headphone ear buds.
Each package fits into a larger container. There are three containers in total: six pack, three pack, and a two pack.
The headphones are packaged in bundles of colours because the goal is for the buyer to see this product as a fashion accessory.
On the inside of each small triangle package there is a saying relating to the outside colour. An example : ‘Are You Feeling Red Today?’ This helps the headphones to be seen as a fashion accessory. It gives the buyer the opportunity to choose their own colour each day.
On the outside of each package is a round label located on the front and back in black and white, it gives all the information about the brand, the product and the quality.
This project is a personal editorial project focusing on fitness, health and exercise.
The design intention was to develop a magazine that provides a positive starting point and an up lifting experience for women looking for motivation to make positive change in their lives.
My feature story was done on a real breast cancer survival story called “I am a Survivor”. There are two versions; one is an illustrative concept and the other photographic.
The illustrative spreads consist of mainly pinks, and greens. I chose to use simple flower shapes as a main element. The flowers continue as a strong visual element through the other pieces in the series.
The photographic spreads have a completely different style than the illustrative. The breast cancer ribbon is the main image, overall there is a more serious and direct tone associated with this concept for the story.
The shape of the book is also carefully considered. It is larger than the standard magazine and squarer in size. It gave my magazine that uniqueness and feeing of elegance and trust within the content of the piece.
This is a re-design of a hot cereal package originally created by the company General Mills. The package was in a loose plastic bag with small labels on the back and front. I started by re-designing the logo, removing some unnecessary elements and cleaning up the typeface.
Different colours for each kind of hot cereal were used for quick identification by the customer. The colours also continue in the typefaces on each label. I added some variety on each box by reversing the colours slightly.
I created an interesting graphic that continues along each kind of cereal with the wheat graphic originally used in the logo. I decided to incorporate windows within the packaging, since the company is very proud of the quality of the cereal, it is important to show it.
Information about the type of cereal is located at the bottom left corner. The typography has been carefully considered and laid out so both French and English work together, creating clarity, visual interest and uniqueness.
The box opens and closes with a flap on the top to avoid spills. There is a bag inside to keep the cereal fresh and contained within the package. The box is completely recyclable, and re-useable.
