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P O RT F O L I O : L A U R A Y C A S A S

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LAYERS

P O RT F O L I O : L A U R A Y C A S A S

D E S I G N E R L A U R A Y C A S A S 5 1 0 . 3 7 5 . 8 0 7 0 L A U R A Y C A S A S @ Y A H O O . C O M

P R I N T E R B L U R B

B I N D E RY B L U R B

T Y P E FA C E A D O B E G A R A M O N D P R O

U N I V E R S

T E X T S T O C K P R O L I N E U N C O A T E D

P H O T O G R A P H Y L A U R A Y C A S A S

T I T L E O F B O O K L A Y E R S O F L A U R A Y C A S A S

P L AT F O R M M A C P R O , O S X , C R E A T I V E S U I T E 5

I N S T R U C T O R M A R Y S C O T T

C L A S S S E N I O R P O R T F O L I O

S C H O O L A C A D E M Y A R T U N I V E R S I T Y S C H O O L O F G R A P H I C D E S I G N 7 9 N E W M O N T G O M E R Y S T. S A N F R A N C I S C O , C A 9 4 1 0 5

COPYRIGHT © 2011 All rights reserved. No part of this publication may be reproduced without express permission from Laura Ycasas.

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Table Of Contents

S W E E T B L I S SPA G E 8 – 2 3

G E A R U P !PA G E 6 6 – 7 7

T R E E S M AT T E R PA G E 2 4 – 3 1

I C Y L I F E S T Y L EPA G E 7 8 – 8 9

N AT U R A L H U EPA G E 3 2 – 4 3

A I M T H AT A E R OPA G E 9 0 – 1 3 7

E Y E B L I N K E DPA G E 4 4 – 5 5

C H A N G I N G I D E N T I T I E SPA G E 1 3 8 – 1 4 5

N O T F E E L I N G G R E ATPA G E 5 6 – 6 5

L AY E R S

Each project selected for my portfolio is a layer that reflects me as a person and designer. From the colors, typefaces, and subject matter it all represents me in some way. With each project I was given, I've learned my strengths and weaknesses and developed a layer of being able to handle that every idea I have will not be greeted with open arms. This thought me to never quit and keep pushing until I can't no more. If it's something I truly love to do, quitting isn't an option. Each layer has thought me something in not only myself and design, but also in life.

Introduction

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K E Y A D J E C T I V E S

F U N

C L E A N

H A P P Y

C O L O R F U L

M O D E R N

S W E E T

B R I G H T

P R O J E C T T I T L E : S W E E T B L I S S

O B J E C T I V E To choose a brand whose identity isn’t up to par with it’sproduct(s) or service. To create a new identity that not only matches what the brand produces, but also matches it’s personality and what it stands for. Deliverables include a visual standards guide, three physical applications, stationery system, and a website. S O L U T I O N To achieve the emotion one gets when entering Sweet Factory stores a character was created to represent their brand. Keeping their current colors gives consumers a sense of familiarity and nostalgia. Introducing new graphics gives takes Sweet Factory to the level of sophistication that they’ve achieved over many years. 01

8 / 9

Sweet Factory gets a new look.

T Y P E FA C E S

A M E R I C A N T Y P E W R I T E R

C E N T U R Y G O T H I C

CATEGORY I D E N T I T Y INSTRUCTOR T O D D H E D G P E T H COURSE I D E N T I T Y 2

L AYE R S L A U R A Y C A S A S

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Sweet Factory


Candy of the MonthSweet Factory’s Candy of the Month are SOUR GUMMY WORMS, that come in three different flavors. In store you can buy a pound of sour gummy worms for half the price. Online you can buy a bulk of sour gummy worms at half the price with a purchase of one other bulk size candy.Sour gummy worms are not only tart, but are sweet in the first bite.

CONTACT US STORE LOCATIONS STIE MAP PRIVATE POLICY ©2010 SWEET FACTORY

(0)SIGN IN YOUR ACCOUNT

ADD TO CART

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C H A P T E R 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9


G R E E N

C L E V E R

U N I Q U E

I M P A C T F U L

S O C I A L

N A T U R A L

P O S I T I V E

P R O J E C T T I T L E : T R E E S M AT T E R

O B J E C T I V E To design a banner for The Urban Forest Project for San Francisco. The poster must reference back to a tree and how it affects our health and environment. S O L U T I O N To bring awareness of how important trees are for the next generation, a image of children holding balloons that form a tree was created. This image displays that celebrating what trees provide us can affect the next generation to pass that message on.02

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Trees never looked so good.

T Y P E FA C E S

H A N D W R I T T E N T Y P E

CATEGORY P R I N T INSTRUCTOR T O M M C N U LT Y COURSE G R A P H I C D E S I G N 2


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P R O J E C T T I T L E : T R E E S M A T T E R

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C H A P T E R 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9


R U S T I C

O R G A N I C

N A T U R A L

S C I E N T I F I C

C O L O R F U L

T E X T U R E D

P R O J E C T T I T L E : N AT U R A L H U E

O B J E C T I V E To create and design a convention that benefits the future of our planet. Deliverables include a book that discuses the benefits of the chosen subject matter, a poster of convention events, and a mailer. S O L U T I O N Subject chosen, organic paint, it’s benefits and the dangers of regular household paints used in most homes. To break down both organic paint and regular household paint to show the audience it’s benefits as well as to convince the audience to buy organic paint. By taking a scientific route it insures the audience that organic paint is better than regular household paint. Also by incorporating organic elements with scientific ones doesn't make the convention sterile.03

3 2 / 3 3

Organic, low VOCs, high impact.

T Y P E FA C E S

B A S K E R V I L L E

A K Z I D E N Z G R O T E S K

E L E M E N T A

CATEGORY T Y P O G R A P H Y INSTRUCTOR A R I E L G R E Y COURSE T Y P O G R A P H Y 4


01 MILK

02 ADDITIVES

03 LIME WASH

04 FILLER

05 PIGMENTS

06 CLAY

07 BINDERS

08 OILS

09 SOLVENTS

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P R O J E C T T I T L E : N A T U R A L H U E

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C L I N I C A L

C H A L L E N G I N G

S C I E N T I F I C

S T I M U L A T I N G

A P P R O A C H A B L E

M E D I C A L

P R O J E C T T I T L E : E Y E B L I N K E D

O B J E C T I V E To chose a paperline from Neenah Paper and create a paper promotion that derives from the paperline’s name. To deliver a book that displays the paperline’s paper choices as well as display the paper promotion concept. To also expand to a website, poster, and mailer that reflects the paperline chosen. S O L U T I O N Paperline chosen: Environment. By researching the definition of environment, the concept of taking our five senses and applying it to our surroundings affects us was developed. The sense of sight is one of the precious senses that many people have lost. Without sight some have challenges and others take for granted a gift.0 4

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Eyesight is a gift.

T Y P E FA C E S

P E R P E T U A

O R A T O R



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W A R M

T H O U G H T F U L

R E L I A B L E

A P P R O A C H A B L E

C L E A N

S I M P L E

P R O J E C T T I T L E : N O T F E E L I N G S O G R E AT

O B J E C T I V E To design a line of pharmaceuticals for a company that caters to a specific illness. To make the line of pharmaceuticals appealing to the consumer as well make it easier for the consumer to find the product. S O L U T I O N To design packaging that comforts the consumer by displaying thoughts that may occur while having a cold. Having a speech bubble as the main focus catches the consumer’s attention as well as helps them identify what the medicine will cure. It not only comforts the consumer, but also gives them a little laugh knowing that they're not the only ones who feel that way while their sick.05

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Medicine evoking your thoughts.

T Y P E FA C E S

G I L L S A N S

A K Z I D E N Z G R O T E S K

CATEGORY PA C K A G E D E S I G N INSTRUCTOR T O M M C N U LT Y COURSE PA C K A G E D E S I G N 3


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P R O J E C T T I T L E : N O T F E E L I N G S O G R E A T

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T O U G H

I N V I T I N G

B O L D

N A T U R A L

T E X T U R E D

R U S T I C

P R O J E C T T I T L E : G E A R U P !

O B J E C T I V E To design an identity system for a brand whose logo isn’t up to par to it’s reputation in the products it produces. To recreate the brands personality and expand it to a new genre of products. Deliverables include a visual standards guide that includes the rules for the new identity system. S O L U T I O N Taking L.A. Gear to the next level by expanding their brand to the outdoors. The identity created doesn’t only represent the mountains, but also represents each level of the outdoors. From activities done on ground level, water sports, to climbing mountains. Also taking L.A. Gear out of L.A. gives them a broader audience and products.06

6 6 / 6 7

L.A. Gear, gears up!

T Y P E FA C E S

R O C K W E L L


CATEGORY I D E N T I T Y INSTRUCTOR H U N T E R W I M M E R COURSE I D E N T I T Y 1


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COLORS FOR IDENTITY PMS COATED

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G E A R

544 C

5773 C

7531 C

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G E A R


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S L E E K

S P O R T Y

E X C I T I N G

A C T I V E

D U R A B L E

B R I G H T

P R O J E C T T I T L E : I C Y L I F E S T Y L E

O B J E C T I V E To design a line of package design that features products that a com-pany doesn’t normally produce. To display the company's personality through the packaging that's developed. S O L U T I O N To display the company's personality through packaging, images of moments of snow boarder's lifestyle is featured on the pack-age. This not only displays what a snowboarder is capable of, but also shows what risk they take to achieve that memorable moment. The products chosen for the line of package design are products that snow boarders would take with them on the road. The products are not only durable, but also elevates the brand's reputation and broaden their target audience.07

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Snowboarding gear at its finest.

T Y P E FA C E S

B E L B A S

H E LV E T I C A N E U E



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200M WATER RESISTANT

DESIGNED FOR MEN. DURABLE FRAME TO KEEP MOSITURE OUT.

Bonfire is a manufacturer of snowboarding outerwear. It began in Huntington Beach, California in 1989 by Pro Snowboarder and industry pioneer, Brad Steward. Bonfire specializes in men’s, women’s and children’s pants, jackets, and accessories, as well as a new line of boots.

Bonfire is a manufacturer of snowboarding outerwear. It began in Huntingtong Beach, California in 1989 by Pro Snowboarder and industry pioneer, Brad Steward. Bonfire specializes in men’s, women’s and children’s pants, jackets, and accessories, as well as a new line of boots.

Bonfire’s Palmer Watch was especially made for snowboarders. The cool temperatures and conditions that snowboarders ride in inspired the design of the Palmer Watch. It’s durable material and frame was made to last and withstand harsh temperatures. Below are details of the features included in the Palmer Watch.

WATCH FEATURES> Alarm clock> Stop watch> Adjustable to time zone> Digital and manual

SPECIAL FEATURES> 200M water resistant> LED light> Shock resistant

PRODUCT NO. : 905.32.1591111 NE FLANDERS SUITE 205 PORTLAND, OREGON 97232BONFIRESNOWBOARDING.COM

©2010 Bonfire. Bonfire, the Bonfire logo, and other Bonfire marks are owned by Bonfire and may be registered.

DUAL FLEXING BLADES



HAVE A SMOOTH AND PERFECT SHAVE EVERY TIME.

Bonfire’s Rancon Shaver was made with the snowboarder in mind. It’s shape is made for an easy grip. Its size is meant to be portable and fit in any traveling bag. Snowboarders are always on the go and need a reliable shaver, and that’s what the Rancon Shaver is all about. Below are details of the features included in the Rancon Shaver.

SHAVER FEATURES> Dual flexing blades> Adjustable foils> Stainless steel blades> Pop up trimmer

SPECIAL FEATURES> Rechargeable> 40 minute run time> Cordless shaver> Charges in 16 hours> Charging indicator



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WITH FORM FITTING SYSTEM

HELMET FEATURES> 15 cooling vents> Form fitting system> Adjustable strap> Adjustable inner lining

SPECIAL FEATURES> Fits any size goggles> Side padding> Fleece inner lining> Light weight> Additonal padding

ADJUSTABLE FOR A COMFORTABLE AND FORM FITTING FIT.



Bonfire’s Wescott Helmet was made especially for snowboarders. Its form fitting system was designed to be adjustable at an given time. It can be tighten or loosen by simply rotating the knob that is in place. It not only protects the snowboarder, but also enhances the snowboarder’s performace by its aerodynamic design. Below are details of the features included in the Wescott Helmet.



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200M WATER RESISTANT

DESIGNED FOR MEN. DURABLE FRAME TO KEEP MOSITURE OUT.


Bonfire is a manufacturer of snowboarding outerwear. It began in Huntingtong Beach, California in 1989 by Pro Snowboarder and industry pioneer, Brad Steward. Bonfire specializes in men’s, women’s and children’s pants, jackets, and accessories, as well as a new line of boots.

Bonfire’s Palmer Watch was especially made for snowboarders. The cool temperatures and conditions that snowboarders ride in inspired the design of the Palmer Watch. It’s durable material and frame was made to last and withstand harsh temperatures. Below are details of the features included in the Palmer Watch.

WATCH FEATURES> Alarm clock> Stop watch> Adjustable to time zone> Digital and manual

SPECIAL FEATURES> 200M water resistant> LED light> Shock resistant




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O R G A N I C

N A T U R A L

F R I E N D L Y

M O D E R N

I N N O VA T I V E

U R B A N

S M A R T

P R O J E C T T I T L E : A I M T H AT A E R O

O B J E C T I V E To create a new store; Aero, that’s under Target. To develop a system for house of brands and a brand of house that reflections the concept created for Aero. This was a group project containing four members known as Team Spork. S O L U T I O N Aero is a high end store that caters to those who not only wants quality things, but also wants environmentally friendly products. Deliverables include a number of new identities that were created for the house of brands, and brand of house for Aero. As well as providing a number of scews for each house of brand or brand of house.08

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Target goes eco–friendly.

T Y P E FA C E S

CATEGORY PA C K A G E D E S I G N INSTRUCTOR M I C H A E L O S B O R N E COURSE PA C K A G E D E S I G N 4


" C O N T E M P O R A RY C L A S S I C "

C L E A N , C L A S S I C , F U N C T I O N A L

" C L E A N E L E G A N C E

P U R E , N A T U R A L , M I N I M A L

" T H E C L E A R C H O I C E "

S M A R T, S I M P L E , G R E E N

Naked is a line of beauty products that only uses organic ingredients. Its package design was meant to be see through and simple so consumers can see what they're buying.

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Aero is a store containing both branded house and house of brands. The objective was to carry the concept of having an eco–friendly store reflect it's products and package design.

Prep is a line of kitchenware that's endorse by Aero. Its products are not only durable, but also made from recycled materials. Its packaging is made from bamboo, which is meant to be reused.


" E A RT H Y A LT E R N AT I V E "

E N E R G Y, H O L I S T I C , A LT E R N A T I V E

" U R B A N R U S T I C "

C A L M , A U R A , B A L A N C E D

Restore is a line of alternative medicine, which is made from organic ingredients. It's packaging was designed to be easy and simple. Also each jar can be brought back to the store to be refilled.

Space is a line of home decor that incorporates feng shui in its products and package design. Each product has a purpose as well as place in ones home and space.

" M O D E R N C R U N C H "

O R G A N I C , R U S T I C , M O D E R N

Roots is a line of gardening products that's meant to encourage consumers to grow their own vegetables, herbs, etc. Its packaging is made from recycled paper and other recycled materials.

P R O J E C T T I T L E : A I M T H A T A E R O

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C H A P T E R 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 L AYE R S L A U R A Y C A S A S


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F R E S H

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P R O J E C T T I T L E : C H A N G I N G I D E N T I T I E S

O B J E C T I V E To create and change the identity of an existing brand. To update their look as well as generate a concept that goes with the identity created. S O L U T I O N There are multiple identities featured in this section. Ones that deal with different genres of brands, such as sports, restaurants, and clothing. Each identity mark was created to enhance each brands personality as well as update their look and feel. An identity mark is one that consumers and audience will take away from that brand, which is important.09

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A new identity and personality.

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CATEGORY I D E N T I T Y INSTRUCTOR M U LT I P L E I N S T R U C T O R S COURSE M U LT I P L E C O U R S E S


P R O J E C T T I T L E : C H A N G I N G I D E N T I T I E S

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I F I T WA S N ' T F O R Y O U

FA M I LY A N D F R I E N D S To my parents, you are my motivation to do better and become the person I've always wanted to be. You've always encouraged me to take that extra leap in life and to never regret "what could have been." Thank you for always being there when I needed you most. You've done so much for me and I owe you so much in return. To my grandparents, since I can remember you've always lifted me up when I was down. Thank you for all your support and for taking care of me. To my aunties and uncles, you guys are my role models in working hard to get what you want. You've thought me that stepping out of your comfort zone is something to not be afraid of and I Thank You for that. To my cousins, you guys keep me from being too serious. Some times I need that little break, and hanging out with you guys takes me back to what's important in life, and that's remembering where you come from and enjoying moments that I'll always remember. I love you all.

To my friends, you guys keep me sane through all of the tough times I've gone through. Keeping me grounded and always putting a smile on my face. You guys always manage to make me laugh. No matter how far apart we are or how long we haven't seen each other, when we do meet up it's as if nothing has change. Thank you for all of the adventures, laughs, and love.

I N S T R U C T O R S Last, but not least, thank you to all of my instructors at The Academy of Art University. For teaching, inspiring, and pushing me to become the designer that I am today; Mary Scott, Tom McNulty, Michael Osborne, Todd Hedgepeth, Hunter Wimmer, Ariel Grey, Christine George, Tom Sieu, Migumi Kiyama, Scott Rankin.

Thank You

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