Depth Perception

perceptiondepth

portfolio of Sarah howard

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and your ear to the groundkeep your eye to the Sk y

take the cues to the depths

human beings have the ability to see in three dimensions, otherwise known as depth perception.It is a crucial part of vision that allows us to navigate through space and time. designers have depth perception of a different nature. they have a trained eye to percieve potential in images, typography and objects. they can see clarity in chaos, and meaning in everything. With careful eyes, designers bring the depth that we don’t see into a useful reality.

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contentstable of

french paper promotion

Vintage fashion expo

alpha omega Wine

placebo lecture Materials

barbie Skin Care

louder than bombs

kohl’s packaging System

typeface promotion

Identity Work

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of personalitya Cult

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01promotional Materials

paper is a crucial, yet highly underrated aspect of design with thousands of options to choose from. While budget influences many paper choices, a well-designed set of promotional materials can be the catalyst to turn a good project into a great project. In order to design appropriate promotional materials, a specific paper line was chosen to develop a detailed concept derived from the name and paper qualities. this concept was then expanded into a promotional book, poster, and swatch card set aimed at distribution among professional graphic designers.

Construction of personality

Construction is a line of durable paper offered by the french paper Company. the name led to an exploration of how people are constructed of many traits that make a complete personality. Socionics studies these traits, and has attempted to create a system of symbols to simplify this complex set of ideas. the final pieces illustrate the symbol system of socionics as well as how different personalities act and react to each other.

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Socionics

by using four symbols (square, triangle, circle, and l-shape), psychologists have labeled and classified major personality traits that are common among most people. the dominant idea of this classification method is that everyone has certain traits that are dominant (labeled as extroverted) and subservient (labeled as introverted). the four symbols can be further combined to form sixteen different personality types that everyone can identify with. these personalities and their traits are crucial to interpersonal relationships, with suitable matches for each individual that will create the most rewarding relationship between two parties. on the other hand, there are combinations of personalities that are detrimental to each person, thus forming a relationship that will fail. the relations are specific to each personality type and their compatibility with others, but relationships can be generalized and placed into fourteen categories. the knowledge of a person’s personality and the personalities surrounding them can be beneficial for understanding their situations in life. throughout the book, these symbols’ meanings are explained along with the major personality traits for each type. the overall concept relies on the color coding of extroversion and introversion for further classification. the information is presented simply, with some types given a more in-depth study to convey the large amounts of information regarding this system. also included are brief descriptions of the types of relationships one could find themselves involved in, and the best intertype relations to be involved in based on degree of comfort within one’s own personality type.

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Swatch Cards

final Size 3" x 5"

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in with the oldout WIth the neW

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02exposition Collateral development

numerous expositions and conferences are held annually all over the world, with each specializing in very specific areas of interest. developing a visual system introduces not only the products or services but gives a face and personality to those that attend. In this case, an existing or hypothetical event was chosen to develop a graphic system that would promote and encourage attendance.

layers of history

the Vintage fashion expo is held annually in San francisco and promotes the exchange of vintage fashions between specialty vendors, fashion professionals, and the public. to promote the vast amount of fashions and accessories that are made available at the expo, a system of patterned layers and colors were used behind the silhouettes of iconic fashion designs. this visually shows the ten decades of fashions available without placing importance on any specific time period.


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exposition history

founded in 1988, the Vintage fashion exposition began as a consolidation of vintage clothing dealers and buyers due to growing interest in older fashions and accessories. one year later it had grown to be the largest vintage clothing show in the nation. It continues today as one of the nation’s largest and most varied vintage fashion shows, and the longest running, two-day vintage fashion show in the country. each expo includes 75 to 100 dealers from across the country showcasing clothing, textiles, jewelry, shoes and accessories covering a span of more than 125 years.

feminine

luxurious

retro

nostalgic

Sophisticated

historic

Multifaceted

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poster Series

final Size 36" x 24"

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$20.00Early Buyer Pass

Good only on Saturday March 20

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03Wine brand packaging System

alcohol packaging can be a difficult undertaking due to the fact that there are thousands of different brands out in stores. While many liquors have obvious differences that can be used to separate themselves from each other, wines have overwhelming similarities that can present a challenge when designing. because of this, concept, history, and storytelling become necessary devices for the designer to use when creating distinctive packaging for the wine market. for this project, an existing napa Valley winery was selected to create a new packaging system for both low and high priced wines.


alchemy and alcohol

alpha omega is a unique napa Valley winery that uses “old world” techniques in the production of their wines. for their new label design they propose a revival of alchemy for the year 2010. this ancient practice of elemental transformation led to the discovery of many chemicals and processes used today in the making and preservation of wine and the distillation of other alcohols.

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pa c k a g e d e s i g n 3I N S T R U C T O R

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a l p h a o m e g a Wi n e

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alpha omega

alpha omega was established in July 2006, when co-owners robin baggett and erik Sklar purchased a 12-acre property with a winery in the geographic heart of napa Valley in rutherford, California. With the goal of creating world-class, elegant wines that combine the old World’s european balanced style with the new World’s powerful fruit and tannins found in napa Valley. their winemaking process is more labor-intensive than most wineries, in part because the wines are naturally fermented in the barrel using their native yeast, barrel-aged, unfiltered and unrefined. from beginning to end, alpha omega wines are handcrafted to the highest possible quality with an average annual production reaching 8,000 cases.

boutique

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luxury

handcrafted

rustic

old World

lavish

unique

exclusive

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distinctive

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GOVERNMENT WARNING: (1) According to the Surgeon General, women should not

drink alcoholic beverages during pregnancy because of the risk of birth defects.

(2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health

problems.

Rutherford, Californiawww.aowinery.com

• 750 ML • • Contains Sulfites •

Produced & Bottled By

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lecture promotional Materials

ted is a nonprofit organization dedicated to spreading ideas about technology, entertainment and design. each year, conferences are held to allow forward-thinking individuals to explain and discuss a multitude of topics ranging from video game design to medical technologies. a lecture featuring a specific topic and speaker known throughout their field of study was chosen to develop a graphic system of materials to encourage attendance as well as provide extra information for those interested in further study of the topic.

Mind over Matter

Sugar pills, injections of nothing—studies show that more often than you’d expect, placebos really work. at tedMed, magician eric Mead demonstrates that even when you know something’s not real, you can still react a powerfully as if it is. the placebo effect seems to be growing stronger throughout the world, and its influence can be seen in the design and marketing of prescription drugs.

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p r i n t 1I N S T R U C T O R

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p l a c e b o l e c t u r e Ma t e r i a l s

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poster Series

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the Illusion of relief

our minds are powerful and greatly influenced by our vision. In fact, a majority of the nuances of pharmaceutical development are in the size, shape, and color of pills. In order to use this idea of vision influencing such a strange phenomenon, simple patterns from optical illusions were integrated into the typography of this project. the result creates a dizzying visual that furthers the idea of the confusing nature of placebos. the popular expression “mind over body” is deeply connected to the placebo effect in that our minds can overpower physical reality. by replacing the word ‘body’ with physical ailments, the many facets of the placebo effect can be shown.

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logical

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unusual

Confusing

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Skin Care packaging development

the retail world of cosmetics and skin care is constantly expanding with new brands entering the market on a daily basis. established brands are making attempts to enter this market with the intention of appealing to the lifestyle already established through other products. In this instance, a company with no product experience in cosmetics was chosen to introduce a new skin care line embodying their brand personality.

forever young

barbie has been a well-known beauty figure for over 50 years. her glitz and glamour have made a lasting impact on popular culture, with fans ranging from young to old. to reach the thousands of older collectors, barbie will introduce her own skin care line for her fans that have aged alongside her. the objective of the final design was to create a sophisticated skin care system that could be found on display in barbie’s own boudoir.

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brand history

barbie is the figurehead of a brand of Mattel dolls and accessories, including other family members and collectible dolls. barbie has been an important part of the toy fashion doll market for over fifty years, and has been the subject of numerous controversies and lawsuits-often involving parodies of the doll and her lifestyle. the first barbie doll made her debut at the american International toy fair in new york on March 9, 1959. barbie was one of the first toys to have a marketing strategy based extensively on television advertising. It is estimated that over a billion barbie dolls have been sold worldwide in 150 countries, with three barbie dolls being sold every second. barbie dolls are extremely collectible, with 90% of collectors being women with an average age of 40. the doll and its image are now established as a toy and cultural icon.

fun

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youth

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historic

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romantic

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experimental typography book

We now live in a world where a multitude of social and political issues are constantly developing and changing. In order to arouse awareness and general interest, one specific issue was chosen to develop an experimental typography book that illustrates the complexity and social impact of what is happening in the world today.

Music as a Weapon

Music has long been associated with all aspects of life—including war. louder than bombs takes a look at the tradition of anti-war songs and their lyrics. While all are written about different wars from different time periods, it is interesting to see that much of the same attitudes and ideas are still being expressed today through song.

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07kohl’s packaging Group project

kohl’s mission is to better know their customer’s expectations in order to give them more than they ask for. Whether it is through products, packaging, or the in-store experience, customers of kohl’s can truly expect the greatest things.

expect the unexpected

kohl’s current tag line is “expect Great things.” our package designs will focus on the expectation of what the customer is buying and also adding unexpected elements to make the packaging more interactive.

luxuriously Green

Since none of kohl’s current private brands are positioned in the “better” or “best” categories in terms of quality, one main goal will be to expand their merchandise into these or “luxury” categories through design. kohl’s is very environmentally conscious in the building and operation of their stores. expanding their focus on the environment and fair labor practices with their products and packaging will further their message of high “green” standards. their current documented recycled items that the customer directly interacts with are gift boxes, restroom papers, merchandise bags, online shipping cartons, and promotional papers.


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G R O U p M E M B E R S

Sarah howard, lily Wang, yashanyu Qi

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k o h l ’s pa c k a g i n g S y s t e m

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established Consumer lifestyles

Classic - a traditional, timeless look that is smart, put together and always in style. Consists of 37% of merchandise sales.

Modern Classic - a modern classic look that is rooted in layering unique trend pieces. Consists of 40% of merchandise sales.

Contemporary - a modern fashion forward, contemporary look that incorporates the latest trends. Consists of 23% of merchandise sales.

demographics

Kohl’s Shopper - typically working women from 30 to 40 years old, with a family. annual household income of $40 - 70,000 per year.Vs.Target Shopper - 81% female with a median age of 42. 33% have children at home. 51% have completed college. annual household income of $60,000 per year.

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Quality

family

higher-Margins

environment

replinishment

associate Interaction

Competitive prices

Consistency

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trendy

Clarity


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Surface

kitchen appliances

brand Matrix

Market Square

dry, packaged foods

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Modern

Contemporary

bright

high tech

Simple

Clean

Modern organic

Contemporary

appetising

healthy

Specialty

Quality Ingredients

Gourmet

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Villa Collection

bathroom decor

blue ribbon

pet food and Supplies

p R I V A T E B R A N D N A M E p R I V A T E B R A N D N A M E

luxury

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bold

dark

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relaxing

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then they build usfIrSt We buIld the toolS

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08typeface promotional Materials

digital typefaces are a dime a dozen, especially with the ease and speed of the internet. In order to appeal to professional designers and separate themselves from the numerous low-quality free online fonts, a new quality typeface needs the appropriate materials to prove its worth. for this project, a new typeface from an online foundry was chosen to develop a promotional system using a concept derived from the typeface itself.

the Impact of Singularity

netto: a danish/norwegian/German word meaning “net”, as in something that exists after deductions. ff netto is exactly that. It is the typeface that exists after all historical attributes and nuances are gone. It is strictly technical and simplistic to allow for clarity and to maximize the amount of information presented. a separate set of symbols accompany each weight to illustrate complex ideas in the simplest way possible. It is the typeface for the digital future where an enormous amount of information will need to be housed in the smallest of places. It is the typeface for the Singularity.


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fontfont

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Geometric Sans-Serif

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Designed by Daniel UtzReleased Through FontFont

Designed by Daniel UtzReleased Through FontFont

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the Singularity

the Singularity will allow us to transcend these limitations of our biological bodies and brains. We will gain power over our fates. our mortality will be in our own hands. We will be able to live as long as we want (a subtly different statement from saying we will live forever). We will fully understand human thinking and will vastly extend and expand its reach. by the end of this century, the nonbiological portion of our intelligence will be trillions of trillions of times more powerful than unaided human intelligence. We are now in the early stages of this transition. the acceleration of paradigm shift (the rate at which we change fundamental technical approaches) as well as the exponential growth of the capacity of information technology are both beginning to reach the “knee of the curve,” which is the stage at which an exponential trend becomes noticeable. before the middle of this century, the growth rates of our technology-which will be indistinguishable from ourselves-will be so steep as to appear essentially vertical. from a strictly mathematical perspective, the growth rates will still be finite but so extreme that the changes they bring about will appear to rupture the fabric of human history. the Singularity will represent the culmination of the merger of our biological thinking and existence with our technology, resulting in a world that is still human but that transcends our biological roots. there will be no distinction, post-Singularity, between human and machine or between physical and virtual reality. If you wonder what will remain unequivocally human in such a world, it’s simply this quality: ours is the species that inherently seeks to extend its physical and mental reach beyond current limitations.

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workIdentIty

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Id e n t i t y Wo r k

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thanksSpeCIal

texas folks

I’d like to thank everyone who supported and encouraged me to keep going and do something great. It has been the hardest thing i’ve ever done, and it has been worth it. thank you Mom, dad & Jake. I always get a good laugh from talking to you everyday. I love you. thank you Grandma, lee ann, doug and the entire potter family, and aunt Cathy along with her entourage. I always miss the insanity, but it’s a good miss. and thanks to Jennifer for being a great friend for such a long time. We’re grownups now.

the on-location Cast & Crew

thank you to all my instructors at the academy of art university. I went from knowing absolutley nothing about design, to knowing what is necessary to keep learning. thanks Mary Scott, thomas Mcnulty, ariel Grey, nicole flores, Megumi kiyama, and countless others for teaching me about good design. thank you to all my fellow students that I have come to know and collaborate with. I look forward to hearing stories of your success in the future, and being able to say “I went to school with them!”.

B A C K A T H O M E

C A L I F O R N I A C H A p T E R

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this bookabout

Sarah howard

fall 2011

Gr 460 - Senior portfolio

Mohawk Superfine eggshell ultrawhite

blurb.com

Canon powershot Sx10IS

Sarah howard, robin Golata

robin Golata

filosofiaVerlag light

academy of art university79 new MontgomerySan francisco, Ca 94106

© 2011. all rights reserved. no part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or any means without the written permission of Sarah howard.

Mary Scott

[email protected]

D E S I G N E D B Y

D A T E

C L A S S

T E X T S T O C K

p R I N T E R & B I N D E R

C A M E R A

p H O T O G R A p H Y

S p E C I A L A S S I S T A N T

T Y p E F A C E S

S C H O O L

C O p Y R I G H T

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