portfolio.indd 1 03/03/16 22:05 - mlruffo.files.wordpress.comportfolio.indd 11 03/03/16 22:05. Constituents: Water Protein Fat Energy Energy Sugars (lactose) Cholesterol Units: g g

portfolio.indd 1 03/03/16 22:05


“Life Is Not About Finding Yourself, Life Is About Creating Yourself.”

George Bernard Shaw



Personal Information

Name: Marialuigia Ruffo

Date of Birth: 22/09/1994

Citizenship: Italian

Email: [email protected]

About Me

Communicative

Creative

Spontaneous

Inquiring

Organized

Outgoing

Determined

Education

2013-2016

John Cabot University

Communication Major

Spring 2015

California State Long Beach

Exchange Student

Interests

Travelling

Graphic Design

Branding

Languages

Photography


Graphic Design- Identity and Packaging fo an Organic Dairy Company p. 2

- Kids’ Products p. 3 -7

- Adults’ Products p. 8 - 12

Introduction to the Fashion Industry - Retail Store Concept Developement p. 14 - 15

- Visual Elements p. 16 - 17

Visual Communication - Image Analysis p. 19 - 24

- Infographic p. 25 - 29

Photography - Storytelling p. 31 - 35

- Light and Shadow p. 36 - 38

- Nature p. 39 - 42

- Food p. 43 - 45


raphicDesign


2

I D E N T I T Y A N D P A C K A G I N G F O R A N O R G A N I C D A I R Y C O M P A N Y

The objective of this independent study is to design an identity, promotional item and coherent packaging for a line of organic dairy products for a fictive international client. This project is intended as a study to deepen the knowlegde of visual communication, and in particular package design,

and to create a meaningful contribution to my portfolio.

D E S C R I P T I O N

O B J E C T I V E S O U T C O M E S

• an identity for the fictive client;

• a coherent line of packaging for two different target segments, with four different products for each segment; • a promotional item for one target segment.

Design:• Application of basic principles of design, Illustration and typography;

• Appropriate use of colour;

• Development of a strong visual concept based on technical and communication requirements;

• Creation of artwork for print.


Kids’B R O C H U R E

7


TARGET:Elementary kids 6 to 10 years old.

FLAVORS:Chocolate, Strawberry, Vanilla, Blueberry

3


Constituents:WaterProteinFatEnergyEnergySugars (lactose)Cholesterol

Units:gggkcalkjgmgiu

Values:87.83.21.26627543130

Milk composition per 100

Ingredients: low-fat milk, natural butter, calcium caseinate, magnesium caseinate, potassium caseinate, sodium caseinate, iron caseinate, strawberry, vitamin A, vitamin D, Vitamin C, sugar, minerals.

Importantfor growingyour teethand bones

Back



Values:87.83.21.26627543130


Ingredients: low-fat milk, natural butter, calcium caseinate, mag-nesium caseinate, potassium caseinate, sodium caseinate, iron caseinate, chocolate, vitamin A, vitamin D, Vitamin C, sugar, minerals.


4




Values:87.83.21.26627543130


Ingredients: low-fat milk, natural butter, calcium caseinate, mag-nesium caseinate, potassium caseinate, sodium caseinate, iron caseinate, vanillasugar, minerals.


Back



Values:87.83.21.26627543130


Ingredients: low-fat milk, natural butter, calcium caseinate, mag-nesium caseinate, potassium caseinate, sodium caseinate, iron caseinate, vanilla, vitamin A, vitamin D, Vitamin C, sugar, minerals.


5


can evoke a

Just the sightof

a whole day’s supply

source of vitamin Cand just 100gr has

are an excellent

y

Storage

Keep it in the fridge between 0 and 6Once milk has been opened it has to be kept in the

fridge and consumed within 3/4 days.

Recommendations for use

Shake it before pouring it. It is recomendable not to boil it in order to keep

its nutritive properties

Consumer Service

Monday - Friday 9am to 1pm - 2pm to 6pmwww.milkyswiss.com

Toll-Free Number

800-768897

Storage






Consumer Service


Toll-Free Number

800-7688976

Left Side Right Side


Adults’B R O C H U R E

12


TARGET:people

aged 18 and older

FLAVORS:Almond, Caramel, Coconut, Coffee.

Ingredients: low-fat milk, natural butter, calcium caseinate, magnesium caseinate, potassium caseinate, almond,sodium caseinate, iron caseinate, Vitamin A, Vitamin B, Vitamin C, sugar, minerals.

Constituents:WaterProteinFatEnergyEnergySugars (lactose)CholesterolCalcium


Values:87.83.21.26627543130

Milk composition per 100 grams

Ingredients: low-fat milk, natural butter, calcium caseinate, magnesium caseinate, potassium caseinate, caramel, sodium caseinate, iron caseinate, Vitamin A, Vitamin B, Vitamin C, sugar, minerals.



Values:87.83.21.26627543130


Front&

Back


Ingredients: low-fat milk, natural butter, calcium caseinate, magnesium caseinate, potassium caseinate,sodium caseinate, iron caseinate, Vitamin A, Vitamin B, Vitamin C, coconut, sugar, minerals.



Values:87.83.21.26627543130


Ingredients: low-fat milk, natural butter, calcium caseinate, magnesium caseinate, potassium caseinate, coffee,sodium caseinate, iron caseinate, Vitamin A, Vitamin B, Vitamin C, sugar, minerals.



Values:87.83.21.26627543130


Front&

Back


Left&

Right

Storage






Consumer Service


Toll-Free Number

800-768897

an ingredient inlotions and potions?

Did you know that

have always beens

Storage






Consumer Service


Toll-Free Number

800-768897

Did you know that Milton Hershey

his career withchocolate but

with

did not begin

?10


Left&

Right

Storage






Consumer Service


Toll-Free Number

800-768897

Storage






Consumer Service


Toll-Free Number

800-768897

Coffeeyou feel less stressed?

could makecouthat just smelling

Did you know

11


INTRODUCTIONTO THE


• To develop a business strategy and rationale for a new retailer.

• To design a floor plan to direct traffic flow. • To design the interior of a retail store.

• To select merchandise categories for a new retailer.

•. To develop several advertising pieces for a new retailer.

• Store name

• Differentiation.

• Target Market

• Main competitors

• Location

• Store Speciality

• Store Merchandise

• Rationalize Chioces

R E T A I L S T O R EC O N C E P T D E V E L O P M E N T

14

O B J E C T I V E S E L E M E N T S


Every girl goes through a phase of her life where, for a reason or another, she starts experimenting and/or facing a dark side or a dark period and she feels the need to express it. Other girls just feel this dark side by nature be part of them. Since fashion is one of the best way we have to express our identity, Dark Angel is aimed to these girls, giving them the opportunity to wear the latest trend and, at the same time,

give voice to their inner feelings.

D E S C R I P T I O N

T A R G E T M A R K E TDemographics:

Age: Teenagers to Mid20sGender: Female

Income Level: Medium-HighOccupation: High school and college students . interns . artists

Psychographics:

“Black Lovers” . Fashion Lovers .Ambitious and self-confident . Not afraid to dare and to give a touch of mystery and dark elegance to their look . Rebels . Dream in big . Like challenges . High expectations from the future . Determined .

Strong personality

C O M P E T I T O R S Brandy&Melville

Weakness: Often presenting one-size items that not everyone can wear, limiting its target market

primarily to skinny girls.

Top ShopWeakness: Rising prices . Young peo-

ple cannot afford the products and prefer go shopping to

a cheaper competitor.

Forever 21Weakness: stores are too big and

dispersive. Shop assistants do not know where the merchandising is.

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B U S I N E S S C A R D

G I F T C A R D

16


F L O O R P L A N

FITTING ROOMS

WAITING ROOM

MAIN ENTRANCE

CASHIER1

CASHIER2

CASHIER3

NEW ARRIVALS(T-shirts + shorts)

NEW ARRIVALS

DISCOUNTEDSTOCK

BAGS

SHOES

SHOES

DRESSES

JACKETS

COATS

CARDIGANS

DISCOUNTEDSTOCK

LINGERIE

JEANS

SKIRTS

LEGGINS

T-SHIRTS

SHIRTS

JUMPERS

HATS

BELTS

SUN

GLASSES

SCARFS

NECKLACES

BRACALETS

EARINGS

PIERCINGS

SHOPPINGBAGS

17


VisualCommunication


I M A G E A N A L Y S I S

THE RIOT KISSING COUPLERichard Lam

June 15th 2011, Vancouver

19


BACKGROUND INFORMATIONRichard Lam, a Getty Images photographer, took the picture in Vancouver, Canada, after the Vancouver Canucks lost the final game of the Hockey Stanly Cup against the Boston Bruins on June 15th 2011. After the match, local supporters of the losing team took the street turning it upside-down by setting fire, destroying cars, and fist fighting. The riot police took over and intervened to arrest the acts of vandalism Vancouver Canucks’ fans were subjecting the city to by the use of flash bombs and violence. During this moment of very chaos the city was going through, a young couple, Alex Thomas and Scott Jones, accidentally found themselves in the heart of the riot. A policeman, thinking they were part of the lawless crowd, knocked Alex, the girl, to the ground and Scott, her boyfriend, laid down next to her and kissed his girlfriend in order to calm and relief her.

A picture crystallizes a moment that contains something that for each person could represent different feelings, ideas, or emotions. It can awake buried memories; it can evoke smiles or tears, or it can make one experiences new sensations. “Make love and not war” and “Love triumphs over war” are the messages this photo screams to the viewers, but each person

could find at least another different message and decide whether to like or dislike it according to past experiences and

making personal correlation to personal events.

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While taking this picture, Lamb was probably far away from the subjects captured.A deep zoom has been used to frame this moment and it looks like the photographer has photographed it on the same level as the couple, laid down on the street. This perspective brings who observes the picture close to the two lovers because it almost invades their intimate space.

TECHNICAL ASPECTSFRAMING:

The main elements of this picture are the riot police, the couple, the streetlights, and the street where the riot was happening. All these components that compose the photo are essential in order to analyze it and draw the right meaning out of it. The foreground of the picture is an armed policeman, who looks straight to the camera and appears to be ready to do his duty that is to stop the crazed crowd. Although his big size, the policeman is blurred and that does not make the observer pay much attention on him. The only subject in focus is the couple, who is in the middle of the frame. This puts an emphasis on them proving that the eye of who observes the image should concentrate on them even if they are not looking directly to the camera. Also, the subject draws importance from the streetlights that illuminate them by acting like a spotlight. Behind the couple there is a group of people made of demonstrators and police that run in the opposite direction and it is possible to notice the ash that indicates the police has just thrown some flash bomb. The background is out of focus and the photographer could have probably even cut all this chaos off the picture but, by including everything in the scenario, the whole kiss assumes a more intense meaning and it gives the viewer the feeling the couple was kissing during that very moment when everything was chaotic and “love” was not in the air at all but that did not stop them to manifest their affection. Besides their closed eyes are an indexical sign that points out they were both involved in that kiss despite the startling confusion around them.

21


COLORS:The contrast between the two lovers and the riot police is given not only by the way the photographer has put into focus the picture, but also by the colors that surrounds the whole scene. The heart of the picture is dominated by warm colors like the green and the yellow of the streetlights that fit with the blue shirt and the light color of the girl’s skin. These bright colors do not match with the black of the police officers’ uniforms and with the grey of the street. The juxtaposition of these different tonality of colors makes the ambiguity of the image even more remarkable and it enhances how a snapshot can –even accidentally – frame particular moments that otherwise could go lost.

GESTALT: The different sizes and colors of the individuals in the image make the viewer’s brain unconsciously divide them in different blocks according to the principles of the gestalt theory. The group of policemen is assembled together based on the principles of similarity because they are all of the same size and wear the same uniform, proximity from the moment they are all close one to another, and continuity because they are all aimed to the same direction and this leads the viewer to follow their path with the eyes. Instead, the two lovers are linked together according to the principle of proximity because they are detached from the rest of the elements of the photo and the eye sees them as a unique block. Also the common fate principle could be applied here because of the streetlights that light up the lovers making them stand out directing the viewer to focus the attention on them. The police officer in the foreground both stands alone because of its position in the picture and his big size compared to the rest of the people in the scene, but he is also part of the police officers’ group for the uniform he wears.

22


IMPACT:The chaos generated by police officers that follow the crowd, mixed with the kiss that takes place at their backs, makes the viewer feel this moment and be part of it. The representation of that moment is such intense and detailed that one easily empathizes with the scene, like an external viewer who was there at that very moment. In fact, while looking at the picture, it feels like the crowd is running away leaving space to that compelling moment of pleasure the two lovers are experiencing. Lam has had the capability –or the fortune, to snapshot “the crucial moment” that talks to people as a universal and direct message of love. It is undeniable how this picture is pure representations of how love triumphs over war. No wonder, the riot couple remembers the couple John Lennon and Yoko Ono protesting and saying “Make Love Not War”. The strong impact this image has had, and still has, on who looks at it, and the emotions it transmits has made Alex and Scott’s kiss rapidly become one of the main iconic kiss photograph. Born to simply be a photograph published on a newspaper, the Vancouver riot kiss is now worldwide categorized as one of the most romantic pictures of our century and it has been compared to other historical kisses like the legendary Robert Doisneau’s “The Kiss” or Alfred Eisenstadt’s picture of “A Kissing Couple in New York Time Square”.

23


I N F O G R A P H I C My infographic attempts to debunk the myth of chocolate as “junk food” by showing its advantages and good proprieties. It informs people about eight good reasons why chocolate should be eaten—of course, in a limited amount—not avoided. Chocolate is commonly considered to be an enemy for one’s diet. In fact, when thinking about chocolate, one generally associates it to acne, weight gain, or stomachache. This may be true, if one overeat it. But, if one manages to consume it, also daily, in a moder-ate way, chocolate could be a tasty and beneficial product worthy to be added to one’s diet. In fact, an intelligent assumption of chocolate can carry its benefits. As studies have demonstrated, chocolate contains several minerals and vitamins, like magne-sium, iron, and copper that are essential to conduct a balanced and healthy lifestyle. Also, a piece of chocolate can help one fighting the stress thanks to the presence of theobromine that stimulates the release of endorphins, which act like a natural antidepressant and make one feel good. In other words, if one feels down, a chocolate bar could be enough to be cheered up.

T A R G E T

1. Mature and infantile audience. Enjoying a pieace of chocolate wihout feeling guilty is satisfying at every age.

2. Chocolate lovers

3. People on a diet

4. People who avoid chocolate thinking it is bad for their health

5. People worried about their weight

D I S T R I B U T I O N

1. Food Magazine

2. Food section of any magazine concerning healthcare.

3. School wall

4. Supermarket chocolate department wall

5. Chocolate shop wall

6. Internet platforms or Blogs concerning healthcare24


AND

8GOOD REASONS

TO EAT

Chocolate


1 IT HELPS YOUR HEART

Because it decreases your chanceof a blood clot that could lead

to heart attack and stroke

2IT BENEFITS YOUR SKIN

Because it has antioxidants that improveblood flow, promote a healthy glow, fightwrinkles and protects from UV damages

26


27

3 IT ASSISTS YOUR BODY

Because it has been shown to decreaseinflammation. Also, research indicatesthat people who have little bit every dayhave lover BMIs than those who don't.

4IT HELPS YOUR MIND

Because it reduces stresshormones and boosts the

release of dopamine.


56

Chocolate may actually discouragetooth decay and lead to fewer cavities

and whiter teeth.

IT IS

ABUNDANTIN

VITAMINS & MINERALS

MAGNESIUMIRON COPPER

IT IS

GREAT____________________

FOR

YOUR TEETH____________________

28


Overall, I think this infographic is well organized and it gives positive feelings to those who read it because of both the message it conveys and the way it is conveyed. The topic is interesting and it raises curiosity and the graphic elements are harmoniously mixed together. Chocolate is a product loved by the majority of the people of different age, race, and culture, therefore, getting to know its beneficial effects is something pleasant for a big part of the world. Also, an infographic itself is generally an impactful and rapid way to transmit a message or an idea and also to give specific instructions. It would take just a few minutes to read it and get some information in an easy and not time-consuming way.

29

..So Enjoy Chocolate and

Do Not Feel Guilty!


Photography


S T O R Y T E L L I N G





35


L I G H T A N D S H A D O W




N A T U R E

39





F O O D




©Copyright

This portfolio is the result of an independent study carried out throughout the Fall Semester 2015. The aim was to design a brand identity for self-promotion - aimed at potential employers - that presents my expertise and rich work in an effective way. This project is intended as a study to deepen the knowlegde of visual communication, in particular brand identity design, and to create a meaningful contribution to my portfolio.

Thank you for your attention

Y

Marialuigia Ruffo


Documents

portfolio.indd 1 03/03/16 22:05 - mlruffo.files.wordpress.comportfolio.indd 11 03/03/16 22:05. Constituents: Water Protein Fat Energy Energy Sugars (lactose) Cholesterol Units: g g