Portfolio Melissa Rosenbloom

P RO J E C T N O. 1

Create a package for a coffee mug that reflects the unique, vintage, and charming atmosphere of Kaffeemeister; A lo-cally owned cafe.

Create a package that functioned as a gift box for the

mug, and have one other secondary function. Issues

to keep in mind were transportability and using envi-

ronmentally friendly materials.

Create a box out of the least amount of material pos-

sible, in turn, cutting down on the cost for manufactur-

ing as well as potential harm to the environment.

To achieve this, we resolved to create a gift box out

of coasters which would be used for the mug. In this

way, the box could be given as an appealing gift,

functioning as a gift box for the mug, and after the gift

was received, each piece of the box would function as

a coaster. When the coaters are not in use, the back

coaster piece, that is also used for holding the handle,

exists as a stand and display for the coasters.

Our package was not only designed to encompass

the feel of Kaffeemeister, but also embody the fusion

of functionality and design. Kaffeemeister is a coffee

shop that has a very unique decor and style. We

found many elements within the shops decor to in-

corporate into our package, including faded, neutral

colors, raw materials, and a hint of vintage charm.

At the start of the process, we believed the most

appropriate way to highlight the shop and the decor

was to package the mugs they sell and use within

the store. After we chose cork for our main material

for construction, our primary concern was develop-

ing a system to interlock the coasters. We created

puzzle-like pieces out of the coasters to eliminate the

need for adhesives such as glue and string, and also

to mimic the design of the mug itself. The pattern on

the coasters was derived from elements in the Kaffee-

meister logo, as a way to abstractly refer to the store

without placing their logo on the box. The design was

then heat-pressed on to the cork. We kept the design

on the coasters minimal to let the natural beauty of

the cork speak for itself. The tags were made to be

a dark gray to offset the corks color, and they were

made in circular shapes to refer to the shape of the

mug inside. Brown pushpins were used to hold down

the tags, referring to the color of coffee and also to

lightheartedly play off the idea of cork board and

what it is normally used for. Altogether, we created

this package to be interactive, fun, and aesthetically

pleasing to the consumer.

OBJECTIVE

CHALLENGE

SOLUTION

DETAILS

09

01

0503

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07

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04

Insp i ra t ion

01 corkboard02 coffee beans03 ca fe det a i l s04 eng ineer ing b luepr in ts05 push p ins06 c i rcu la r shapes07 a r t nouveau08 l a tte a r t09 descr ip t ive words

U n i v e r s 3 9 T h i n U l t r a C o n d e n s e d

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

COASTER

BOX

OPENHERE

GIFT BOX

THREE WAYS

HOLDER

COASTERS

COASTER

BOX

Fla t f i l es o f tags and type spec imens. Coaster Box as g i f t box .

Gray tags offset beauty of natural corkboard. Pushpins resemble

coffee beans, and floursihes add a vintage elements to design.

C 48 M 67 Y 78 K 54

C 0 M 0 Y 0 K 10 0

C 53 M 52 Y 50 K 17

Sequenc ing the th ree uses of the package.

1

4

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10

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12

P RO J E C T N O. 2

Design a kit and corresponding brochure that helps instill a spirit of exploration and discovery in children.

Create a kit and corresponding brochure using icons

that would explain to a child in the 6-10 year age

range how to be an explorer. This package and bro-

chure would most likely be sold in a nature museum

setting or an educational store. The overall objec-

tive was to help children use their imagination and

play-pretend, which is crucial to a childs develop-

mental process, as well as to indirectly teach children

about nature, science and safety.

The brochure, which was inspired by treasure

maps and antique explorer logs, used an expansive

landscape illustration and directional arrows pointing

to activity icons to help explain what a child could

do in different environments. Simple sentences

such as Find animal tracks and Observe your

surroundings are used in conjunction with icons for

increased clarity.

All icons and landscapes in the brochure are hand

illustrated giving a colored pencil and watercolor

look to the design. The backside of the brochure

consists of a simple infographic; the different

supplies and the directional arrow pointing into the

backpack, and tips and ideas are listed to help spark

the childs imagination. Light yellow circles highlight

important features of the brochure, and the color

palette remains an antiqued yellow, dusty green and

orange to further the antique-nature idea. The kit was

designed to bring all of the icons to life; the jar, rope,

compass, journal and magnifying glass have individ-

ual cutouts in the box which they rest in. The colors of

the paper for each of the individual icons rectangle

corresponds with how they are used in the brochure.

The type is weathered looking, giving an aged feel,

and the box is whitewashed, adding a fresh element

to the design. As an item is removed from the box, a

yellow leaf pattern is revealed beneath it, adding a

surprise element. The kit was designed to be fun, ex-

citing, and adventure-provoking while still remaining

educational and informative.

OBJECTIVE

CHALLENGE

SOLUTION

DETAILS

01

05

04

02

09

06

07

03

08

adventurous

playful

imaginat ive

warm

rust ic

weathered

youthful

Insp i ra t ion

01 wood texture02 nature03 t reasure maps04 fo rests05 fa l l co lo rs06 ant ique07 descr ip t ive words08 o ld parchment09 d r ied f lowers


Bookman Oldstyle


Type spec imens fo r Exp lo re logo, hand i l lus t ra ted icons fo r k i t . Brochure and f l a t f i le .

Ki t c losed w i th band and de ta i l s o f b rochure .

C 80 M 42 Y 59 K 24

C 28 M 36 Y 53 K1

C 21 M 76 Y 100 K 10

C 0 M 14 Y 48 K 0

Ins ide pa t te rn o f lea f i s revea led once i tem is removed f rom k i t . Box wh i te -washed fo r an an t ique and f resh fee l . Pamphle t s l ides in to pocket in k i t fo r sa fekeep ing .

P RO J E C T N O. 3

Brand the Aztec Recreation Center with a logo that is clean, timeless, and reflecting of the gyms cutting-edge equipment.

The idea to rebrand the current Aztec Recreation

Center logo at San Diego State University came

about after plans were made to develop the ARC

Express building in the new Aztec Student Union

Center. The SDSU Design Studio class was ap-

proached to develop the new logo, and each student

designed two options, with one being expanded to

brand applications.

Design a logo that was timeless, appealing to males

and females, clean, easy applicable to products and

apparel, while also reflecting the ARCs cutting-edge

equipment and programming.

For the first mark, clean, timeless, and memorable

were the key words in focus. A unique aspect of this

logo is the element that appears in the area where

the A and R intersect. This plus sign not only

gives the mark its iconic appearance, but also serves

as an effective branding solution. This plus sign ex-

ists within the logo, and can stand alone, giving life to

different tag lines; You (plus), conveying an idea of

becoming a better you at the ARC, (Plus) more,

conveying the idea of always having the latest equip-

ment in the Arc Express center. As well as Just (add)

water for the ARC Aquaplex. This plus also serves a

significant purpose in the ARC Express logo; the plus

sign is slightly turned to become the x in x press

and aquaplex. For the second mark, the was to

abstractly represent the A in ARC as the shape of

an arc, and to represent movement, rigorous training

and fluidity shown in the knocked out stroke in the

center of the logo. The reason why this mark is effec-

tive is because it reflects all aspects of the ARC while

still maintaining an iconic appearance.

OBJECTIVE

CHALLENGE

SOLUTION

DETAILS

06

09

04

05

07

01

03

0208

Insp i ra t ion

01 p ropor t ions02 basketba l l a rc03 SDSU archways04 endurance05 determinat ion06 descr ip t ive words07 s t rength08 pass ion09 SDSU co lo rs

Adver t isements fo r ARC and correspond ing t ag l ines . Gym bag , b rochure , and wa l l pa tte rn app l i ca t ion .

C 16 M 15 Y 100 K 0

C 0 M 0 Y 0 K 100

C 89 M 55 Y 3 K 0

C 22 M 100 Y 89 K 15

P RO J E C T N O. 4

Design a package that is sustainable, organic, and reflec-tive of healthy eat-ing, while conveying an exotic, whimsical and fun feel.

Package fresh, healthy, and organically grown food

for the age range of 12 and above. The package was

meant to not only efficiently contain and display the

good food item, but also to make choosing healthy

items attractive to students based on the overall

aesthetic of the design.

Package three types of dried fruit, and create a pack-

age that effectively competed against non-healthy

snack items. In this way, students would be attracted

to the dried fruit by the fun packaging design, and in

turn, be guided away from the less healthy options.

Considerations included having the package be

durable, environmentally friendly and unique.

The name of the company Manna comes from the

story of the Isrealites during the desert Exodus, and

how when they asked for food, God brought down

food from heaven, appearing as little flakes on the

ground that came up with the dew in the morning.

It relates to the idea of a farm and having the fruits

and vegetables grow and organically come up

from the ground. The packaging was designed with

reusability in mind. The bag was made out of linen

and hand-sewn together in a pouch or satchel-like

shape. This way, when the consumer is done eating

the dried fruit, the package could easily be used

to hold pencils, pens, sunglasses or any other

personal item. Every part of the bag is reusable and

recyclable, from the linen bag to the string tie, which

can also be used as a bracelet, and the tag is made

from recycled paper. The only item not reusable

is the wax paper lining that holds the fruit inside.

Rich yellows, oranges and greens were chosen in

order to accentuate the fruits color, and a dark gray

background for the tag contrasted nicely against the

natural color of the linen. The package was meant

to be effortless, natural and almost folk-like in its

approach, in order to help it stand apart from other

snack food packages.

OBJECTIVE

CHALLENGE

SOLUTION

DETAILS

02

08

04

1110

09

06

01

03

07

05

Insp i ra t ion

01 c ra fts02 cha lk l ines03 mex ican coast04 t rop ica l f lowers05 l inen texture06 descr ip t ive words07 v ib rant co lo rs08 embro ider y09 summer days10 fa r-o ff p laces11 o rgan ic o rchards

Process fo r manna logo. Manna Packages in ho lder and hand-drawn i l lus t ra t ions of f ru i t .

Deta i l s o f tex tu re and hand s t i t ch ing .

C 21 M 1 Y 69 K 0

C 63 M 56 Y 53 K28

C 12 M 70 Y 99 K 2

C 2 M 8 Y 55 K 0

Package des igned to f i t and mold in to shape of hand by use of p l i ab le fabr ic . Package des igned to have many uses other than a food package, thus decreas ing the chances of the consumer th rowing away the i tem and e lminat ing potent ia l ha rm to env i ronment .

weird angel/ background color

P RO J E C T N O. 5

Brand a system for the SDSU School of Art and Design, embodying the progressive and prestigous nature of the art program.The San Diego School of Art and Design developed

plans to rebrand their school branding and logo,

and the SDSU Design Studio class was asked to

design the new system. The challenge was to de-

sign a solution that included logotype, school ban-

ners, school catalogue, stationery and website.

Create a logotype that was relevant but timeless, be-

ing that it would be used for a number of years to come.

Univers 47 Condensed light was chosen due to its

modern and contemporary feel, and its ability to be

applied in a number of different ways. This logotype

was stacked vertically, a theme which is repeated

throughout the system, and the logotype is then

knocked out in a square shape. This square shape

always bleeds off of the side of the application,

whether on the business card, letterhead or web-

site. The color palette is unique to this system, be-

cause of its absence. The concept behind the lack

of color in the logotype is that the color from the

schools work would be the main focus and energy

of the design. If logotype is placed over a full picture,

the color of the square is white. If the logotype if

placed over white paper, the space inside the square

becomes an area for a closeup of content to reside.

Vertical type is used throughout, adding an exper-

imental and exciting element to the system, and

transparent vertical blocks are used as well, adding

a dimensional aspect to the design, while keeping

the system from looking flat. Words in mind while

designing this system would be modern, advancing,

experimental, distinguished, clean and timeless.

OBJECTIVE

CHALLENGE

SOLUTION

DETAILS

Univers 47 Light Condensed

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z

SDSUART+DESIGN

SDSUART+DESIGN

SDSUART&DESIGN

SDSUART&DESIGN

SDSU SCHOOLOF ART/DESIGN

SDSU SCHOOLOF ART/DESIGN

SDSUART&DESIGN

SDSUART+DESIGN

SDSUART&DESIGN

SDSUART/ANDDESIGN

Sta t ionary sys tem fo r SDSU Schoo l o f Ar t and Des ign , us ing the b leed ing square shape, wh i te paper fo r le t te rhead and bus iness cards , and gray paper fo r enve lope.

Logo app l ied to schoo l banners , us ing the theme o f ver t i ca l t ype .

Bus iness cards show versa t i l i t y o f logo . Image ins ide square shape can be rep laced w i th any image o f a r twork f rom any depar tment w i th in the Schoo l o f Ar t and Des ign . Fron t cover o f schoo l ca ta log shows fu l l b leed photo w i th wh i te logo b leed ing o f f s ide .

C 0 M 0 Y 0 K 0

C 100 M 100 Y 100 K 100

S D S U S c h o o l o f A r t a n d D e s i g n

www.art.sdsu.edu

Schoo l o f a r t and des ign webs i te fea tures t ransparenc ies , add ing d imens ion to the des ign . Background image wou ld change every 10 or so seconds. C lose up o f ca ta log opened, dep ic t ing c lass courses and major requ i rements .

P RO J E C T N O. 6

Design a calender based upon the Monomyth; A pattern in literature that is shared by myths and narratives around the world.

Design each month of the calender corresponding to

a different step in the Monomyth, or otherwise known

as the Hero Cycle. Highlight one quote in each month

depicting the heros specific challenge of that step.

One word from each quote is revealed through

a die cut on the previous page. The idea behind

this is that each step foreshadows the next step

through the die cut. When the quote is no longer

on the page, the shape of die cut is replaced with

a blocked out white shape. In December, when all

of the steps are completed, the white shapes re-

veal the image of stairs, relating again to the idea

of steps and abstractly explaining how every step

in a journey significantly contributes to the next.

A typeface was designed to compliment the shape

of the die cuts, using the same curves for all of

the letterforms, and this typeface is used through-

out the calendar. The challenge was to choose 12

different colors, each that could stand alone as

well as compliment one another, and be paired

with white, giving the calendar an airy and open

feel. The die cuts make for interesting and unique

color combinations throughout the project. The

Monomyth calendar was designed to be fresh,

clean and vibrant, contrasting the more in-depth

subject matter, and subsequently, making the con-

tent more approachable and friendly to the viewer.

OBJECTIVE

CHALLENGE

SOLUTION

DETAILS

Cover and det a i l s o f regard ing the def in i ton of a Monomyth .

Open ca lender i l l us t ra tes un ique co lo r combina t ions o f the chang ing months .

Pages tu rn ing revea l d ie cuts which h igh l ight a key word in quote . Hand rendered t ypeface compl iments the cur ves in the d ie cuts .

C 13 M 18 Y 78 K 0

C 57 M 0 Y 35 K 0

C 6 M 30 Y 62 K 0

F la t f i les o f ca lender, showing progress ion in co lo r, s teps in Monomyth , and d ie cuts .

P RO J E C T N O. 7

Create a series of posters for the SDSU School of Music and Dance, the SDSU School of Theatre, Television and Film, and the MCASD Thursday Night Thing event.The challenge of the posters was to accurately depict

the theme of the concert or theatre performance using

typography, illustration, color and, of course, concept.

OBJECTIVE

CHALLENGE

The design for For My People depicts an ink jar

spilling over, representing the flow of poetry from

Margaret Walkers writings, as well as illustrat-

ing the outline of a piano, representing the music

of the concert. The ink also drips down to form a

silhouette of a crowd representing the people in

My People. The colors are kept simply black and

white in this design, in order to symbolize the over-

coming of oppression and the struggle against rac-

ism. As the concert itself is a jazz, gospel, musi-

cal, theatre fusion, and based upon the writings of

Margaret Walker, it was important that the poster

combine the piano, the ink and the crowd in order

to represent the diversity of this particular concert.

For Grant Us Peace, The poster was designed with

the name of the concert in mind Grant Us Peace,

and focuses on a young girl, wishing for peace. This

is represented by the dandelion blowing and trans-

forming into a dove which then flies upward. All the

images are hand illustrated, and the image relates to

the title of the concert in an abstract, yet still tangible,

way. The color most well suited for this design was

a calming, cool blue color ranging from dark blue,

symbolizing the struggle of war, to light blue, symboliz-

ing the doves peace. While this design does reference

somewhat to the darker, war aspect of the concert,

what makes this poster unique is its interpretation

of peace by use of color, line, and negative space,

all contributing to the calming mood of the poster.

The purpose of this project was to brand a TNT

event named Rhythm that would be held at the

San Diego Museum of Contemporary Art. This event

would have a show of live music, poetry and read-

ings relating to the Rhythm subject matter. The

challenge was to create an effective logotype for the

word Rhythm, and then apply the logo to a poster.

The logotype was created using Univers as a base,

and the letter h, specifically, was flipped in place

for the y. Using inspiration from an ambigram,

which by definition is a word or design that can

be read at different vantage points. Different bars

were added to the letters which created a rhyth-

mic sense of the letterforms flipping up, down,

and back up again throughout the word. This de-

sign was meant to also abstractly represent piano

keys; The thick bars representing the white keys

and the space in between representing the black

keys, referenced the musical element of the event.

Furthermore, this design was meant to repre-

sent the patterns in sound waves, and how sound

waves usually peak at one specific point. In this

case, the y and th would represent this peak.

T h e L a r a m i e P r o j e c t

1 1 . 1 5 - 1 1 . 2 4D i r e c t e d b y C . J . K e i t h

D o n P o w e l l T h e a t r e

S c h o o l o f T h e a t r e , T e l e v i s i o n , a n d F i l m

Fo r t i c k e t s v i s i t t t f . s d s u . e d u

The design for The Laramie Project was based

heavily upon the juxtaposition of the serene Lara-

mie landscape and the horrific event that occurred.

The main image meant to be seen is the close-up

of the face, however, as the viewer looks closer,

the landscape; the mountains, grass, and birds,

suddenly become clear. The dark red color and the

illustration style is meant to evoke violence and

splattered blood, contrasting the gritty concrete-like

texture of the background. The image itself was

designed to be powerful and eye catching, and

the type chosen reflects the seriousness of the

story while still letting the main image breathe.

P RO J E C T N O. 8

Design an infographic informing the public of the possible side effects of our instant culture while using design cues from the industrial age.

Design a series of infographics that accurately ex-

plained a specific, and complicated issue. For the

theme, Instantopia, research was conducted in or-

der to find data for the correlation between our in-

stant culture and todays behavioral problems. This

data was designed in a series of infographics, and

then applied to a poster and magazine purposed to

educate the viewer, and ideally, to help the viewer

make smart decisions in an instant driven world.

Examinine this instant culture and approach it

through a number of questions; What is our history

as a society regarding the instant? Could our love for

the instant be deeply rooted in us psychologically?

And finally, what can we as individuals do to counter-

act the possible negative effects of our instant-driv-

en world? The main idea of this info graphic is not to

proclaim that all instantaneous products or technolo-

gies are bad, but rather to help create awareness of

how they could be affecting us on a personal level..

Inspiration for the design of this info graphic came

from elements of the Industrial Age, when technolo-

gy was created to increase speed and efficiency, like

circular wheels, spokes of wheels, wires, and Victori-

an style bust silhouettes. The blue and brown colors

also refer to this time period, and yellow and orange

accent colors give the design a more modern feel.

OBJECTIVE

CHALLENGE

SOLUTION

DETAILS

01

05

02

08

01

06

01

04

02

i n fo rma t i veun i quec l e anv i b r an topenunder s t andab l e

Insp i ra t ion

01 mach ine par ts02 v ic to r ian prof i les03 t reasure maps04 Indust r i a l age05 dark b rown co lo r06 in t r i ca te weav ings07 descr ip t ive words08 Rob ins egg b lue

Univers 59 Ul t ra Condensed



INSTANTOPIA{ }

$

32 1616

student s

boy s

girl s

30% 70%

Det a i l s and magaz ine sp ine .

In fo magaz ine is an in fograph ics magaz ine where Ins tan top ia a r t i c le wou ld be fea tured .

(above) de ta i l s and magaz ine sp ine .

C 64 M 65 Y 66 K 64

C 50 M 6 Y 24 K 0

C 29 M 0 Y 12 K 0

Ins t antop ia poster and det a i l s o f i cons .

P RO J E C T N O. 8

Willow is a store ded-icated to giving local artists an outlet to sell and display their work, with the main goal of helping artists and craftsmen in third world countries.

Design a theoretical store that would sell house

and home items, stationery and apparel. Essential-

ly, all items in the store would have an applied form

of illustration, typography, or pattern. The idea be-

hind this company is reflected in the tagline, artist

helpings artists. Local artists and designers would

have the opportunity to create works of art, design

and typography applied to different items, and then

sold in a store setting. In turn, 30% of these prof-

its would go to artisans, craftsmen and designers

in third world countries, helping the individuals be-

come self-sufficient, and providing them with the

means and materials necessary to start their own

business. The local artists and designers would be

able to choose who and where the profits went to,

and in this way, artists would develop a network not

only in their local community but around the world.

For this project, all of the items were personally

hand-illustrated and applied to a shirt, bag and note-

book and website. In this way, the viewer would see

the logo applied to a number of different mediums

and the manner in which they would be applied.

The logo was designed to be elegant, calming and

feminine, and this was achieved through the light-

ly tracked lowercase Memphis typeface giving the

store a friendly appearance. Hand-drawn, light blue

willow leaves also added to the simple, clean and

feminine design. The design is iconic yet simple, and

used to represent a number of different illustrations

and artworks theoretically displayed in the store.

This logo was then applied to a letterhead, business

card, and envelope that would be used by the com-

pany. Off-white gives a soft feel to the stationery and

kraft paper adds a handmade look to the system. The

center aligned type is another design element which

is consistently used throughout the Willow brand.

OBJECTIVE

CHALLENGE

SOLUTION

DETAILS

09

05

11

10

0402

07

03

12

06

13

01

08

14

Insp i ra t ion

01 wh imsy02 descr ip t ive words03 ca l i fo rn ia deser ts04 a r t i sans05 wi l low t ree06 text i les07 det a i l s08 a r t p rocess09 swed ish des ign10 paper textures11 t rave l ing12 patte rns13 eco -consc ious14 he i r looms

Memphis Medium Regular



Sta t ionary sys tem fo r the Wi l low brand. S ta t ionary meant to re f lec t the na tura l , femin ine and wh ims ica l fee l to the s to re .

Image dep ic t ing W i l low in a s tore sett ing . Posters re f lec t ing brands miss ion s t a tement and i l lus t ra t ions a lso incorpora te

e lements f rom the logo. Logo is app l ied to wooden wa l l .

Tag used fo r appare l i tems in s to re . Trou t hand i l lus t ra t ion used as pa t te rn on b louse in a p lay fu l way.

C 64 M 65 Y 66 K 64

C 50 M 6 Y 24 K 0

C 29 M 0 Y 12 K 0

I l l us t ra t ion and logo app l ied to canvas bag. Wi l low webs i te dep ic ts the fee l o f the brand wh i le s t i l l d isp lay ing the in fo rmat ion in an unders tandab le way.

Documents

Portfolio Melissa Rosenbloom