Drift is an ongoing personal/student project I am designing at Emily Carr University for Layout and Static Image + Editorial Design class.
This project is inspired by my travels over three years backpacking Peru, South East Asia, Europe, New Zealand and living in Australia.
This project is heavily inspired by a magazine called Damaged Goods, a coffee-table surf and lifestyle zine from New Zealand. This publication has eye-catching photography, interesting articles and meticulous design.
Drift is a genuine dream come true and I am so excited I can finally share this with you. I hope it inspires you to explore our beautiful planet and spend a couple years getting lost in the right direction.
Plenty Of Fish Re-Brand
Plenty Of Fish (POF) is a free dating website that has over 90 million users worldwide. POF is available in 11 languages and 80% of its users are over the age of 25.
The design problem is to target the millennial generation with a fresh, contemporary and fun brand identity. The changes are necessary in order to adapt to the external changes in society. As a big part of the millennial dating culture revolves around newer dating apps such as Tinder and Bumble, POF is currently not resonating with their entire target market and have the potential to grow by reaching this younger generation– an entire group of people predominantly using other dating apps. Research shows 75% of millennials are on dating apps to find love and only 20% of POF’s users are under the age of 25.
POF recently made software updates to their UX design and left their UI design painfully outdated. My design goal was to freshen up this already successful business by increasing the quality into a more exciting, visually appealing up to date brand.
I began with designing the logo – the current logo is a fish and conceptually I wanted to design something that made more sense for the brands mission. We have all heard the saying – there are plenty of fish in the sea. The entire purpose of this app is to help you catch your fish. A fish hook made the most sense and provided a clean, straight forward visual concept to represent the brand. This logo has been successfully adaptable and had evolved into an icon and a pattern for the brand collateral pieces. From there I chose a vibrant and youthful colour scheme and picked Futura as the main typeface for it’s geometric, clean, legible and youthful aesthetic.
For the branding collateral I created billboards and mocked the social media platforms and the website but the most fun part of the project was creating an experimental event for the launch of the re-brand of the company.
Experimental marketing also known as live or immersive marketing is all about direct engagement with consumers and interacting with them in a creative and memorable way. The event needs to be highly visual, unique and representative of the brand.
I created a concept for a pop up event that would happen in major cities around the world for a short period of time after the re-brand’s launch. A booth would be set outside with POF team members. A large inflatable pool will be set up with capsules containing Plenty Of Fish branded underwear. The users will then be given a magnetic fish hook and they have the chance to catch one of these capsules and take home the designed underwear for free although you need to download and show your POF app to participate. There will be a basket at the booth with POF branded condoms that are free for anyone to take home. A branded hashtag for the event #catchyours will be implemented if the users want to take videos and post them on their social media about their experience while the POF team create video content for their pages.
The main purpose for this event is for the users to experience the brand in a tangible, offline and fun way. This helps the brand engage with its audience and helps them differentiate themselves from their competitors.
The Beach Boys: Sounds Of Summer Vinyl Re-Design
This is a student project I did at Emily Carr University for Packaging Design.
This design is a contemporary spin to the classic 70’s style album using a modern typeface, black & white photography and bold saturated colour.
I have a deep connection to this album – I would listen to it in my brothers car every summer with the windows down and the volume blasting. When I bought my first car I put this CD on and drove it out of the dealership.
Amy Winehouse: Back To Black Vinyl Re-Design
Amy Winehouse is an english lyricist and musician known for her deep expressive vocals. She has an eclectic mix of musical genres such as soul, blues and jazz.
I decided to re-design her final studio album Back To Black.
Purposefully I wanted her albums to have a more organic and authentic feel in order to best represent her unapologetic and fierce personality. In order to achieve this I created an illustration using a continuous line technique that kept the illustration imperfect, raw and beautiful. I also illustrated a sound wave with the paintbrush tool as a graphic element on the inside and back cover.
Amy’s sound is heavily influenced by singers such as Otis Redding and Aretha Franklin – for this reason I kept the majority of the design greyscale nodding to that era of music design combined with a pop of neon pink representing her as a contemporary artist.
This is an art print I made of rapper Biggie Smalls using a stippling technique on white velum paper. This project took me about two months to complete and is one of my favourite hand done pieces.
This is the first of a series I will be making using different drawing mediums and colours.
As much as I love working with technology and problem solving for clients, having a break from the inevitable digital universe of graphic design and working on personal projects is a must in my process. It’s an important step to push creative boundaries, generate ideas, and express myself artistically keeping my passion for design alive.
Mexico City Travel Guide
Mexico City is and has always been, the sun in the Mexican solar system.
Vibrant, busy, cosmopolitan, rich in history and culture, a travel guide designed to guide you through this colourful city.