Revised the headlines. Tried to make it more consistent and going back to this idea of the balance and harmony of the trifecta.
Revised the headlines. Tried to make it more consistent and going back to this idea of the balance and harmony of the trifecta.
Revisions to Frontiers of Flight. Still in progress but fixed color. The biggest issues were type inconsistencies and graphic elements. I want to make it all feel cohesive but still have each application a little different.
Did a several versions and have been working on this infograph for hours. The top is my favorite. I want to allude to speed gauge on a car. I like the bottom version but they are too detailed. I need to add more information but basically this infograph tells you the Annual fuel costs spent per year and the different technologies that use them. Long story short, going electric saves you money in the long run. Visually I wanted to tell this story that “less is more” so I have the actually circles decreasing in visual elements. It is also gets to this notion of “slowing down”: slowing down in how we are using resources, slowing down the rate of consumption, and being more wise and efficient.
Working on an infographic for annual fuel costs. I kept getting mixed feedback of whether or not use circles, because I have this visual language of a triangle matrix going on. I don’t want to overdo the triangles, and I think getting to this idea of revolve and evolve and mimicking car gauges can still feel consistent throughout this campaign. I think an interesting way to show how much money is spent on gas every year. Visually showing people the amount of money spent on gas, as oppose to electric would be a strong incentive to sell this product.
Here is an additional spread showing Annual fuel costs. For the brochure I wanted it to tell the story of Tesla. The triangle not only serves as a symbol of perfection, it also acts as a directional tool. “Follow the triangles because they are heading in the right direction” This matrix acts as this visual identity for Tesla, but also a navigational direction tool.
Some revised spreads
Went a revisted the logo, so did some variations of the logotype. Still need to work on the secondary type but wanted to make it more unique to Tesla overall.
Up to Date Website
Letterhead Revision with the new logo
Beginnings of environmental application.
Brochure pencils + inspiration. I wanted to create a brochure which reinforces this concept of the evolution of the perfect car. The intro page would unravel like the examples shown. Just another way to apply this triangle grid structure in a more interactive way.
Variations of the business cards
After much tweaking with the logo, I decided to make the triangle grid the essential part of the Tesla brand and including it in the mark itself. I simplified the type, and did a slight type manipulation by omitting the cross bar of the “A”.
These are some variations of the mark. It is ever changing but still constant (evolutionary) so that triangle grid could vary in different places through the applications. The grid that is incorporated within the mark can also integrate and breakout to more triangles like shown on the application on the stationery.
Company Write Up
Hyperakt
Researching for jobs can be a little intimidating, but it’s also pretty fun. A company I have been interested in for a couple of years is called Hyperakt, based out of NYC. What I love about this company is what their motive for design. Not only is the work smart and really good, they aim to make a difference in society.
Let’s inform & inspire.
Hyperakt is an independent NYC design firm with a passion for creating work that effects change in the world around us: meaningful design for the common good.
Bam. Now that’s a place I want to work. Based on their clientele, it’s obvious they do a lot of political, social, and environmental work. They work with non-profit organizations, and global issues. Good Magazine is one of their biggest clients, which is really exciting. I really like the way they present themselves as a company too. They are conversational, and transparent and are just saying, “hey, come make a difference with us”.
What I also love about them is they are engaging with the community and have talks and lunches with guest designers (Louis Fili being one of them…drool). They keep the This sense of community and sharing work and ideas I think is awesome.
Ya know, New York City isn’t an ideal choice to live, but I would move there in a heartbeat to work at this place. Having been through such a rigorous program has helped my skills tremendously and if I can apply it to a place that cares about causes like this, that would be fantastic.
Brand of Me
1. What is your brand vision? What is the vision behind what you do? How do you describe your design, your aims, your goals? Where do you see yourself in 5 or 10 years?
My brand vision is to communicate that I can communicate well. It’s that simple. Behind what I do, my vision is to show that yes, I have the ability to create something that is visually pleasing, but it is also purposeful, deeply considered, and addressing something specific. Every detail, down to the spaces between letters, was considered. I am trying to tell you something and I want you, the viewer, to understand and/or act.
Aesthetically, my design is generally very clean. I am not a loud designer, and I tend sway toward quieter type, clean layouts with a healthy portion of negative space, richer, more complex colors, and smart thinking behind it all: a “less is more” approach. This is what I like and what I am inclined to, but I feel like I can be versatile as well, depending on what the client needs. I love fun, loud design too.
My aim is to be more technically savvy and efficient. I think time and experience will be on my side with that (and tutorials). I wish I could say I am on this 10-year track plan to be a designer with a brilliant firm in Chicago, but I honestly don’t know where I want to be yet. I see this time as being a time of exploration, and I want to try different places; however, having that said, I do know that I have a passion to help people, aside from selling a product or idea, though those things are important too. It is business. I want to work with others who are just as passionate about making a positive impact on society as I am and that are fun to work with. I’m sure there are many design firms who have the same vision.
2. What are your company values? This is pretty self-explanatory. What are the things you value? How can you incorporate those values into the way you design?
I truly value creativity and purposeful decision making. Usually, this results from putting the time and effort into researching the client, which leads to an understanding, which leads to the most creative possibilites. As weird as it sounds, I don’t actually believe in chaos or “randomness”. I believe everything has, or at least, should have a purpose: everything. You might say, “oh I chose to put that blue blob there just because”. Actually, you are saying, “I’ve decided this blue blob isn’t going to have a purpose, but it will go here anyway” and saying that, in itself is a purposeful, decision. Hopefully that was clear. Didn’t mean to go all philosophical on you.
Having such a strong conviction for concious decision making, I feel like I consistently go through this mental process when designing. I am constantly prepping myself to answer any questions the client/employer/professor may have about why I made a chose to do something. If I can’t back it up or explain why, then this clearly conveys I didn’t not fully understand or consider it enough. Design is purposeful, but not for the sake of simply “having purpose” but because it is about communicating a clear message. Your decisions need to make sense and be concise, in a beautiful fashion.
3. What are the good and bad features/attributes of your brand?
Where do you excel? Where do you need improvement? Really think about this, be honest and be humble. Your idea of “expert” in Illustrator is probably closer to “novice” to a Creative Director.
Alright, so I will start with the bad and end on a postive note. I’m one of those people who falls in love with an idea when I get one and then I have a tendency to get tunnel vision from there. I get attached to a possible idea or direction, and I constantly have to check myself with that. This year I have made some strides, because I have been forcing myself to push ideas, no matter how “awesome” I think one is initally. Chance are, it’s been done and is highly unoriginal, so I’ve been trying to push the creativity bar more. I could work more efficiently, by learning more about the programs, and being more informed about technicalities.
On a positive note, I feel like my biggest strength is in writing. I am a story teller, and I am very evocative with words. I feel like I have the ability to reach out to people on a personal level and gain the trust of clients.
4. What are the bad aspects of your brand, and how can you dispose of them?
What are some negative impressions you might have left behind, be it at a past internship or with one of your old professors / adjunct or otherwise. Think about the impressions you may have left or mistakes you might have made, and make sure you know how to address those issues if they come up in an interview. What can you learn from these experiences, and how can you improve?
Some of the negative impressions I have left is that I get too attached to work and approval. I heard a creative director say once “we are bunch of egoccentric sons-a-bitches. We feed off of praise”. To a degree, I agree whole heartedly, but on another level, I also feel like it’s not just about seeking approval, for the sake of approval, but rather a positive response to understanding your design in such a way that communicated clearly and beautifully.
Historically, the way I would express dissatisfication, if I didn’t get the respond I wanted, was not usually outright, reactional emotion, but internal self-evaluation. I would doubt my skills and I get very frustrated with myself. Typically, I will nod my head, raise an eyebrow, get very quiet and stoned face. This might come across as being confused, but really I am analyzing myself as you talk. Like I said, I am working on this attachment to ideas, work, or just the need to be praised. I can’t get hung up if an idea gets shut down. This was something that hurt me in the past, and it would frustrate me to the point of tears at times, and I’ve learned (and continue to learn) to take critque with a grain of salt and keep moving in the process. Listen and consider opinions, but don’t take them personally. I see it now more as an opportunity of growth and improvement. In order to grow, you can’t have a predisposition that you are already at the top. It’s good to have an open, willing mind when it comes to feedback.
5. What are the practical benefits associated with each of the good features/attributes?
What can you offer with your skills, design or otherwise?
Practically, with having the strength to be evocative words, I can speak to the heart of the individual and communicate clearly. I feel like I can come up with strong concepts and that is important. I can offer richer deeper concepts, as a result of researching, asking the questions, and finding the essence of the company, then summing it up in less than 5 words and turning around and presenting it. If I can say the essence of a brand with confidence, and I have got a good grasp on it, it will give the client confidence too and it will build a trust. Good writing and speaking will also push visually how I want to create it. I automatically associate visuals with words.
6. What are the emotional reasons why customers might buy your products/services?
How are you in interviewing? Another part of getting a job is how well you present yourself. Whether the CD or hiring person likes you. Looks (the book) are great, but personality does go a long way.
I think my ability to be transparent with people from the very beginning has been a huge benefit, rather than crippling. If I am nervous, I outrightly say, “Hey I am a bit nervous but I really appreciate you inviting me in for an interview today and I am glad to be here”. Showing your weaknesses makes you more approachable. People can pick up on fakeness fast, and best to not try and cover yourself up. I don’t mean pour out your life story or be self-bashing, but just be genuine when you speak to people. Typically, they are feeling nervous, anxious, unsure, or some kind of uncomfortable emotion too, so I usually crack a joke to break the ice or find something relatable to talk about. I like making people comfortable and reassuring them they can be themselves too. Sure it’s a job interview and be professional, but it’s ok to be human.
7. What are the rational and emotional personality characteristics of your brand? What can you do to bring these personality characteristics to life? Again, your personality, along with your work will help you stand out and be remembered. Think of ways you can incorporate parts of your personality into your presentation (but don’t go overboard).
My brand currently could use a litte love and I feel like it has yet to push my personality as well as it could. I tried to be very conversational with my language, my materials textural and tangible, and my mark could be more unique. It’s simple, solid, and clean, but it feels pretty average at this point.
Some of the rational characteristics I want to convey is that, I am someone you won’t have a problem working with. I am a hard worker, and I am willing to grow and learn. Emotionally, I want to convey with my brand that I am down to earth, approachable, friendly, subtle, but with a dash of wit. I’ve never been an “in your face designer”, (or person) but more subtle, and full of little, pleasant surprises. You know, one of those designers that causes you to break out that half-crooked smile, chuckle to yourself aloud, and get warm/fuzzy, postitive vibes inside. I want to see your eyes crinkle at the corners. Bottom line, I want people to delight in what I have to offer as a communicator and thoroughly enjoy working with me. And that’s right, I said warm and fuzzy.
8. How can you use the brand personality to attract and retain more customers?
Think about ways you can follow up with CD’s/AD’s or others you might meet at industry meetings, portfolio reviews, etc. Learn to network. Make sure people want to recommend you. How can you do this?
By showing it! Having basic manners helps for one. Look people in the eye, give a firm handshake (without breaking their hand) and simply smile. Address people personally, with their name, and always always be kind. I think it would be beneficial to send out some kind of thank you note, that is hand written, and superbly designed ofcourse. A box of chocolates might be a bit much.
9. How can you deliver on the promise of your brand? Once you get the job, make sure you can back what you say. Delivering on your promises is very important.
Like I mentioned earlier, I try to be transparent with an employer from the get go. If I am not strong or confident in one area, I say it. That way, I don’t try and talk up a good game in an area I know I need improvement in. Plus it gives an employer a grounding of where you’re coming from, what you’re trying to do, what you’re willing to do, and what you can currently offer.
10. How are you going to generate more trust in your brand-customer relationship?
Delivering. If I say I am going to do something, then I damn well better do it.
