March 25, 2014

Fair Housing Center of Central Indiana Conference Look

Final Design

My Personal Design Preference (Runner-Up)

FHCCI Conference Look
I was hired as a freelance designer to create a look for the 2nd Annual Fair Housing Conference, hosted by the Fair Housing Center of Central Indiana (FHCCI). I competed against another artist for the final project, and was victorious. As a result, my design will be used as the conference program cover and for various marketing materials. In addition, the background will be utilized for the event's signage.

When given the opportunity to create this cover, I instantly gravitated toward my passion, graphic design and branding. At the center of any successful branding campaign is a strong logo. First, I began by creating a logo to explicitly express FHCCI's mission by modifying the text to incorporate an equal sign and house into the word "equal" itself and added the word "housing" underneath for clarification. The background combines layered images of different types of housing, which literally build a strong community, and hands of various races, which figuratively build a strong community. As the layered shades of brown create a strong composition, different races work together to build an enduring community.

March 23, 2014

The Mid-American Regional Center Branding

Business Card
Front (left) & Back (right)

Folder Outside
Front (right) & Back (left)

Folder Inside
(One Pocket)

Inside Content
Page 1

Inside Content
(Pages 2-3)

Inside Content
(Pages 4-5)

Inside Content
(Pages 6-7)

Projects Card
(Housed in Back Pocket)

9"x12" (left) & #9 (right)


Branding: The Mid-American Regional Center
The Mid-American Regional Center, or TMARC, is a group of lawyers that sets up and supports foreign investments in American companies. This new partner company of Taft's is set to launch in the late spring of 2014. As a part of Taft, its marketing department was tasked with branding the fledgling company. My boss, Maria Porter, designed TMARC's logo before I became an intern. However, the rest of the branding, including the business card and collateral items above, was left up to me. 

While associated with Taft, The Mid-American Regional Center is its own entity. To show this, I utilized a combination of strong diagonal and horizontal lines as key design elements. The diagonal lines promote this companies' connection by mirroring the flag's slant in TMARC's logo as well as reflecting the backslash in Taft's logo. In contrast, the horizontal lines reflect the flag's stripes, a design element unique to TMARC.

This project taught me a new skill, branding. While working with in-house marketing teams has given me a lot of experience upholding and designing within a pre-established brand image, this was my first real world experience creating something from scratch. Translating the TMARC image across multiple media presented challenges, allowing me to employ my design problem solving skills. While the project is still underway, it's rewarding to be the driving force behind TMARC's brand growth.

Spa Day Invite

Final Design
Runner-up 1
Runner-up 2 

Web Design: Spa Day Invite
Each year, Taft's Professional Women's Resource Group invites all its members to a spa day, free of charge. This year, I was assigned to create three invitation designs, the best of which would be sent to each of Taft's guests via email. First, I looked for images that evoked the feeling of inner-peace, serenity, and balance. These traits, commonly lost in the shuffle of every day life, are often restored as a result of a spa visit. Therefore, an invite should reflect them as well. 

Runner-up 1 features a right-side-heavy background image, providing balance to the copy on the left. The white and yellow text and opaque boxes give a the invite a softness, a calming effect. Runner-up 2 features an image as well, but is more graphic heavy than Runner-up 1. The lines not only mimic the bamboo, but are inspired by the patterns on Japanese folding and sliding screens, another element commonly associated with the zen and balance. The winning design, Final Design,  is a variation of Runner-up 2, as it utilizes the same image and a similar layout. However, rather than Japanese screens, it's inspired by the yin-yang, the Chinese symbol of balance. The circles reflect not only the yin-yang symbol, but the shape of the rocks as well, smooth and circular. In addition to the circles, the image and text layout contribute to the overall feeling of balance and serenity. The use of red, the footer, and logo keep the overall design well grounded in the Taft brand image. In combination, the invite has both the essence of the spa and Taft.