Content & Audience Portfolio

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An overview of the work completed for my graphic design class, Content & Audience taught by John Fender in the spring of 2013.

Text of Content & Audience Portfolio

  • 1spring 2013

    content & audience

  • table of contents

  • table of contents

    project 1 4

    Project 2 6

    Project 3 12

    project 4 18

  • 4project 1

  • 5poster

    For my first project, I created a poster that was submitted to the Posterheroes competition, which is a global design competition. Posterheroes is a project specially designed for those in the creative field to further conceptualize and promote the idea of Smart Cities. The idea of Smart Cities stems from issues regarding energy, healthy living, and pollution, as well as many other problems in which Smart Cities attempt to tackle. There are several major categories that help make up a Smart City. These categories include economy, living, mobility, and people, with each having unique indicators. Designers were to choose from these categories and create a poster to promote certain aspects within these broad categories. In the end, I decided to submit two posters to the Posterheroes competition. One deals more with mobility, while the other deals with living.

    For my first poster I was trying to visually show the benefits of using alternative resources as a way to offset carbon emissions and greenhouse gases. I wanted to show what the sky would look like if we didn't use alternative resources in contrast to what the sky would look like if we did. Essentially, the use of alternatives resources is not only better for our earth, but simply put, for our cities. Smog is a definite problem in cities, but if wind power is used, city skies have the potential to much cleaner, creating a better living environment for city dwellers.

    My second poster revolved around the idea of "re" and how all of these "re's" make our cities cleaner and more environmentally friendly. It is essentially urging city dwellers to consider their own actions. Not only does it encourage them to "recycle" but it also, simply put, encourages them to cycle as well.


  • 6 Poster 1

  • 7Poster 2

  • 8project 2

  • 9For my branding project I really wanted to focus on materiality and form of the furniture. For me, it was all about the details and portraying some of those details to the audience through the brand by displaying textures, patterns, and forms. What separates this particular style of furniture from any other are the unique details, which is why I chose to highlight this aspect. I cropped images of wood grain and other textures and used them throughout my identity system. I also created my own texture that I used in my logo and throughout, which was inspired by the metal tulip shaped legs on many of the Charles Eames chairs.

    I wanted to create a brand that was somewhat playful. Modern and contemporary furniture store branding can sometimes come off as very angular and modernist, and in some ways a little intimidating. I wanted to avoid this very structured look, so I decided to change things up a bit. Considering the client is a company that wants to make design accessible to all, I wanted to create a design that would be less intimidating to those who dont actively partake in the design industry but also relevant to those who are knowledgeable of it. By using a bright green and a lowercase sans-serif typeface, it was already starting to feel more approachable. My layouts were also very airy and less structured, which was purposeful to avoid the strict modernist grid.

    identity system

    project 2

  • 10


    Type treatments



    Primary TextBody copy Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque interdum pretium arcu, lobortis molestie justo posuere vel. Integer vestibulum eros eget lorem convallis vitae pretium dolor egestas. Sed ut metus eu nunc faucibus pulvinar. Vivamus sed arcu eget odio pharetra varius. Ut quam lorem, iaculis eu porttitor pharetra, accumsan ac odio. Vestibulum massa dui, vulputate ac porta eu, suscipit at ante. Praesent nec tortor mauris, et faucibus dui. Curabitur metus leo, commodo ut egestas eget, pellentesque vitae mauris. Fusce dictum lacus ut ipsum dictum sodales vulputate sapien dictum. Suspendisse eu facilisis massa. Proin pulvinar nunc diam. Morbi vel augue sit amet odio luctus ultricies. Vivamus a lectus enim. Donec et leo in tellus ullamcorper faucibus non eget erat. Sed placerat enim id justo faucibus quis tempus risus tempus.

    brand elements

  • 11

    Type treatments


  • 12 envelopes

  • 13business cards

  • 14 mailer

  • 15poster

  • 16 poster

  • 17storefront

  • 18

    project 3

  • 19

    After looking at all of the bike trail information, I found myself extremely overwhelmed with having to look in several different places to find maps and overall trail information. That being said, I wanted to organize all of this content into one place in a way that was simplistic and easy to use. The easiest solution was through an app, which was primarily why I changed my original idea. I felt that the app could better fill the holes that were missing in terms of how the bike trail information was being organizedit was all over the place.

    My app has three categories that are all interconnected. The user can choose to be located to find trails closest to them, or they can look up all the trails and see the information about them, or they can look at just trail maps. Regardless, each page essentially references back to these main categories.

    In terms of overall feel, I think my app is very simplistic in terms of how the content is arranged, but I think design is very dynamic and different. I think it definitely stands out in terms of app designits rather unique. I enjoy the overall feel and color choices, which I think what really separates it from most app design. I wanted it to be progressive, because I feel as though that is how I look at biking. Its naturally a forward moving activity (in the literal sense) and I also see biking as something that is rather on-trend right now in terms of sustainability, which is progressive. So while biking is considered and old means of transportation, I see it as a regression as a means to progression.

    information design

    project 3

  • 20

    headingsub hEad

    Body copy. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus ultrices diam in est semper pellentesque.


    Map Icons

    trail head





    type treatments

    iPhone & android icons

    app elements

  • 21


    locate me

    regional trail info

    trail maps

    NEAREST TRAILSChichaqua Valley Trail

    Clive Greenbelt Trail

    Downtown Des Moines Trail Loops Kruidenier Trail Meredith Trail MLK TRAIL PRINCIPAL RIVERWALK

    Gay Lea Wilson Trail/4-Mile Creek Greenway

    Racoon River Valley Trail

    Summerset Trail

    Chichaqua Valley Trail

    Clive Greenbelt Trail

    Downtown Des Moines Trail Loops Kruidenier Trail Meredith Trail MLK TRAIL PRINCIPAL RIVERWALK

    Gay Lea Wilson Trail/4-Mile Creek Greenway

    Racoon River Valley Trail

    Summerset Trail

    HOMEMap Icons

    app architecture

  • 22 app pages

  • 23app pages

    android examples

  • 24

    project 4

  • 25

    For our group project with the law students, we were to develop a clear, well-designed report publication and presentation for our law team to present and distribute to city council. Our law teams report was called Urban Infill and Sustainable Redevelopment in the Des Moines area. Our law team was working to get the local government to redevelop areas of urban blight in Des Moines. These areas are seen as both environmentally hazardous and generally damaging to the appearance of the land. The group also promotes the incentives of making these redeveloped areas environmentally friendly by following LEED certification guidelines.

    Our clients were two law students, looking to communicate the importance of revitalizing abandoned lots and turning them into something that would help revitalize the area while also being sustainable. Our law team wanted to make sure we approached these assets in a way that expressed a movement from dreary blight to renewal and growth through development. Thinking about their mission, we collectively decided upon the idea of a gradient color scheme that progressed from a dark grey (signifying urban blight) to a bright green (signifying the renewal and growth of redevelopment). This also adds a sort of narrative to the presentation. Each "step" of their report is assigned a different color, as shown in our motif of rectangles used under report headlines.

    sustainability & the Law

    Project 4

  • 26

    Urban Infill

    SustainableRedevelopmentKelli RussellKelsey Knight


    Design credit: Rose Acland, Caitlin Angel, Rachel Bockert, Riley Brady, Darcy Dodge, Nicole Dyar, Kevin Granzow

    Urban Infill

    SustainableRedevelopmentKelli RussellKelsey Knight


    Design credit: Rose Acland, Caitlin Angel, Rachel Bockert, Riley Brady, Darcy Dodge, Nicole Dyar, Kevin Granzow

    title page

  • 27



    There are four applicable Iowa State statutes to consider when implementing an infill and urban redevelopment plan. The first was passed and effective in the summer of 2012, so it is especially important to be aware of the requirements of this law. Iowa Code Section 403.5 governs the implementation of an Urban Renewal Plan.40 This requires the governing body to determine [by resolution] the a