ThinkingCalculus Logo Finilization and Business Cards


This business card is for a new start-up company.  The owner already had the concept that he wanted for the logo, but needed a little help refining it and making print ready.  I finalized the logo into a vector format and created a clean business card with his contact information.  During our initial discussion we approached the idea of making the card more versatile by adding a service listing on the back which aids in the recipient remembering the contact and how they may be assisted.
ThinkingCalculus Logo Finilization and Business Cards
Branding and Identity, Graphic Design, Logos and Icons, Print Media

Bethlehem Little League Logo


Since there had been a degradation of the organizations “de facto” brand in the past few years, I recommended that the organization move away from their historical script logotype and transition to a clean, modern and forward moving type face which would support the organizations values and goals. With this new direction,  Univers was selected to be the foundation for the new logo design. This provides a modern feel (typically associated with san-serif typefaces), as well as stability and grounding (by utilizing a heavy weight). The utilization of italicized letter forms for the Bethlehem word mark produces  a subconscious perception of forward movement, with the addition of serifs on the letters B & E, the sense movement is enhanced.
Bethlehem Little League Logo
Branding and Identity, Logos and Icons

White Brown Smiles – Marketing Material Rebrand


Having developed the new logo, stationary and standards Dr. White Brown, I worked in conjunctions with eLaunchers.com to rebrand her marketing materials.
White Brown Smiles – Marketing Material Rebrand
Branding and Identity, E-documents, Graphic Design, Print Media

White Brown Smiles – Website Rebrand


Having developed the new logo, stationary and standards Dr. White Brown, I worked in conjunctions with eLaunchers.com to rebrand her website design.
White Brown Smiles – Website Rebrand
Interactive Design, Websites

White Brown Smiles Corporate Identity


Dr White Brown, DDS renamed her practice and needed a new look and feel to go with the new design.
White Brown Smiles Corporate Identity
Branding and Identity, Identity Guidelines, Logos and Icons

IWCP Membership Privileges


Worked with the Institute of Workers Compensation Professionals (IWCP) to develop a brochure showing their different membership levels and the benefits available at each. Also prepared target specific Membership Tier sheets to assist them with the transition of existing clients to their new membership levels. This project was completed in conjunction with other assets created for IWCP while they were working with eLaunchers.com.
IWCP Membership Privileges
Graphic Design, Print Media

North Carolina Centers for Dental Excellence


Branding Guidelines for the North Carolina Centers for Dental Excellence.  This guideline includes all brand marks that were approved for the client, and their variations for the organizations existing office naming dynamic as well as marks for the intended move to a more consistent naming scheme.  The guidelines includes typography, colors, image selections as well as background information about the organization, target audience, the creative process, and examples showing the final uses of the newly design branding.
North Carolina Centers for Dental Excellence
Branding and Identity, Identity Guidelines, Logos and Icons

Blue Heron Pressure Washing Postcard


Although I created the logo for this company a couple of years ago, I passed their information to a colleague who more skilled as website creation and SEO optimization for their website. When the company owner came back to me this year looking to have a direct mail piece to send to prior clients, I wanted to ensure consistency of design from their website to the postcard. I reviewed the website design and created a card that delivered the clients message while directing the recipients back to the website. Since this project had a high probability of having viewers of both pieces I pulled the background color of the site for the contract bar on the postcard back and the text block on the front. The consistency in color and visualizations will help reinforce the companies brand identity.
Blue Heron Pressure Washing Postcard
Graphic Design, Print Media

Campaign Book & Identity Guidelines


The Campaign Book is one of the final deliverables required in the Media Design, Master of Fine Arts program that I’m currently in. This document includes not only the identity guidelines for the organization selected for the campaign, but the research and creative process that was undergone in creating the final designs. If you’re interested in looking at the final project book it’s available for viewing at: http://issuu.com/aliceparsonspettey/docs/petteya_11.4.1_final
Campaign Book & Identity Guidelines
Branding and Identity, Course Work, Identity Guidelines, Logos and Icons

PRISMS Informative and Supportive Website Comps


The site design utilizes a clear hierarchy (Lynch and Horton, 2002) in that the logo takes the upper left position with the hot topic navigational links directly below and sectional headings across the top. The membership log-in area is in the upper right, so that it will be easy to find, below the log-in is the search box and a link to contact the PRISMS organization. The main content of the page has a photo taking center stage and followed by teaser text to draw the reader into the site.

The logo concept for this version was developed through exploring geometric prism shapes and unifying the shapes in a dynamic forward moving configuration that would support the forward, growth and development of the PRISMS organization while providing a nod to medical research and the educational aspects of the organization. The selected color pallet draws from the original concepts each contributing either a color directly, or inspiring a new selection. The clinical/medical blues play off the warmth in the educational gold and brown and the membership reds. Together these colors form a split complementary pairing (color matters, 2012). To add additional contrast each color is paired with a darker variation, and a black and gray pairing has been introduced.

The typeface Gotham (Hoefler & Frere-Jones, 2012) was selected for the logotype. Modifications were made to the typeface so that the counter of the p reflects the same hexagonal “prism” (Bowling, Brody, Allen, and Aulter, 2012) that is utilized in the mark. For body copy Register Sans BTN (myfonts, 2012) has been selected. Together these fonts present a warm, stable, and open expression, which supports the PRISMS underlying tenet of being supportive, informative and compassionate.

The desktop web version of the site utilizes background images to produce a rich visual display. However, for the iPad / tablet version the background images were removed in favor of faster load time for the mobile devices.

When screen size is reduced further for iPhones and smart phone devices the layout alters once again to a two column format. There is no background graphics utilized and any story graphics are optimized for the smaller screen to promote fast load times. The layout was designed to promote easy vertical scrolling, while providing all important information in the initial screen view on the device.

References:

PRISMS Informative and Supportive Website Comps
Course Work, Websites

PRISMS Research | Supportive Website Comps


The website design uses a clear hierarchy (Lynch and Horton, 2002) placing the logo in the upper left position with the navigational links directly below, along with links to social networking and a news feed from the organization. The membership log-in area is in the upper right, so that it will be easy to find, below the log-in is the search box and a link to contact the PRISMS organization. The body of the page contains a representative image of a researcher. This home page for this site is a navigational landing page, and is consistent through desktop/laptop screens as well as the iPad and other tablet devices.

For the logo the typeface Gotham (Hoefler & Frere-Jones, 2012) was selected for its clean appearance and variable weights that provide significant variety for clarity and distinction. In the logotype two weights of the Gotham typeface have been employed. The last portion of the logotype has employed negative space to create the letters SMS to create a distinction as these letters represent the genetic condition that PRISMS is focused on. The color utilized is the blocking is reflective of the medical connection, health, cleanliness and research. The colors most commonly providing these connections are blue and green. (Morton, 1997, 27, 29) and the blocked area can be filled with any of the approved colors or revered into white if applied to background that do not offer significant enough contrast.

When the screen is reduced significantly, as needed for smart phones such as the iPhone, the layout changes to promote quicker loading and easy navigation.

References:

PRISMS Research | Supportive Website Comps
Course Work, Websites

PRISMS Education | Supportive Website Comp


The Education | Supportive website design concept is a built on a four column grid system (Brauckmuller, 2010). The site has a header consisting of the logo in the upper left position a search bar is found on the right of the header area for easy locations. Usability studies have proven that the search bar is an integral feature for users (Gustafson, 2011). In the first column on the left navigational links are placed directly below the logo , including a log-in field for the new membership area and links to social networking. A clear hierarchy is displayed as the most important elements are placed higher, or to the left, on the page, are larger than the main body copy & utilize color to offset them from the main text (Lynch and Horton, 2002) The main content of the page has a photo taking center stage and followed by teaser text to draw the reader into the site. The logo was developed through the overlaying of color wavelengths to develop a flower-like shape. The logotype was developed utilizing the typeface Gotham (Hoefler & Frere-Jones, 2012). The text was italicized to promote forward moving concepts in education and development and set at ultra bold to produce stability and balance.Colors were selected to represent an educational environment (Thompson, 2012) and promote knowledge, enlightenment and understanding (Morton, 1997, pp 27,31). In and effort to express an educational tone the typefaces of Futura (myFonts.com, 2012b) were selected. This typeface was selected for its x-height (Boser, 2012), legible, and easy readability in body copy. References:
PRISMS Education | Supportive Website Comp
Course Work, Websites

PRISMS Community | Supportive Website Comps


The website design developed for the community | supportive version utilizes color and size to develop a hierarchy for the site. The logo is located in the upper left corner of the page, with links to social networking and a search box on the right. Below this primary header information the top navigational links are listed. The main body of the page consists of photos and color coordinated buttons to areas of major interest on the site.

For the typography Register Sans (myFonts.com, 2012) was selected because it supports a warm, stable, and open expression with characteristics of a high x-height, wide width, and rounded counters and/or letterforms (Gump, 2001 pp207). The logo was inspired by the concept of light – the horizon – and is intended to inspire warmth and support. This concept utilize a loosely kerned Frutiger (myfonts, 2012a) in the logotype. The logo mark also produces the impression of forward motion and provides a grounding element to the logotype (Jirousek, 1995).

The colors were selected to support a warm, caring and supportive feel: red, orange & brown. Red represents warmth, strength, excitement, and courage (Morton, 1997, pp 23) Orange represents energy, cheer, warmth and excitement, and brown represents nature, durability, reliability, warmth, comfort and hominess (Morton, 1997, pp 33, 34).

The layout of the site is set on a grid system (Brauckmuller, 2010). The blocks and buttons are created with rounded corners to convey “feelings of friendliness and comfort to the user” (Dennis, 2010). Through the use of responsive web design when the screen size is reduced, to the size of an iPad or other tablet device, the layout of the site would shift to accommodate the smaller screen size (Gustafson, 2011).  The site would be simplified further as the screen size reduces for use on smartphones.

References:
PRISMS Community | Supportive Website Comps
Course Work, Websites

Boxpark Sushi High Definition Comps


For my version of the Boxpark Sushi website, I developed the main site with an eye to maintaining its consistency across from computer to tablet. When approaching smaller mobile devices the site would condense to a more text based version while still having small graphics that give a nod to the fun / anime aspect of the main site. The goal for each page, regardless of the device, it to provide a good user experience that is self-evident to the user, and has easy access to the content for which the user is looking (Krug, 2011, Kindle Locations 252-253).

For the Boxpark Sushi home page I started of a clean neutral tone page background. As the mood board utilized rice paper, I sampled the image and applied the color of the rice paper to the background of the web page. For a desktop / tablet viewing device I utilized a more traditional Horizontal menu / vertical layout for the page. The logo takes a place of prominence in the upper left corner. The anime characters, that help portray the attitude of the restaurant, appear in the right header. As usability studies have proven that the search bar is an integral feature for users (Gustafson, 2011) I've positioned it below the logo for easy identification and accessibility.

The top (primary) navigation appears in a horizontal bar. The items selected for this menu were those that be primary reasons for users to visit the site: the menu, placing a take-out order, making a reservation, arranging catering / event services, getting directions. Beyond these actions there is a menu selection for “About Boxpark Sushi” this provides a variety of information, the history of the restaurant, their mission statement, information about sushi in general, instructions for how to order / eat sushi, archived articles from the home page and comments/reviews of the restaurant.

The main image area provides a scrolling platform, with links underneath, to photos of food produced in the restaurant, the restaurants sushi chiefs, and customers enjoying themselves. The images must support the key attributes of the restaurant (playful, fun, energetic, delicious).

Below the main image area there is a section for a feature article. This provides a way for Boxpark Sushi to announce important news, menus, specials, etc. quickly to visitors to their site.

Reference:

Boxpark Sushi High Definition Comps
Course Work, Websites

Dynamic Mood Board for Boxpark Sushi


For the dynamic mood board for Boxpark Sushi I utilized straight cuts to transition between shots or segments of the video and a dip to black  to end the sequence.

The typefaces selected are Myriad Pro and Moderna were chosen for their contribution of legibility and their ability to impart a element of fun into the mood board.  A font’s feel can be determined by a number of factors.  San-serif fonts provides a more contemporary feel and rounded counters and/or letter-forms, increases the perceived friendliness of the font.

The images were selected to convey both information regarding the type of cuisine available as well as imparting the emotional attributes of playfulness and fun.  There are many examples of sushi being personified in anime as well as the creation of characters out of the sushi itself.

The color selections pink, orange, brown and blue were chosen because of their association to anime and their representation in Japanese cuisine.  Pink/Salmon color imparts the meanings of friendliness, healthiness, happiness and “tasty”. The orange brings cheerfulness, excitement, energy and warmth. Brown indicates dependability, friendliness, warmth, health, earth and nature.  Blue imparts the meaning of dignity, trustworthiness, professionalism, intelligence, respectability, and security.

Music was selected to enhance the desired atmosphere for the restaurant. Airspace, will run throughout the dynamic mood board the restaurant conversation and dining tones in Restaurant Light will come in at the end of the color sequence and play at full tone till the start of the typography sequence where it will fade off before the start of the animated logo segment.

http://www.youtube.com/watch?v=2AdZLPJa8eQ
Dynamic Mood Board for Boxpark Sushi
Branding and Identity, Course Work, Graphic Design, Video

More BoxPark Sushi Logos


The two logos on the left are created from the Gotham typeface. The monogram was created from Gourmet and the logotype from Frutiger.
More BoxPark Sushi Logos
Course Work, Logos and Icons

Logo Concepts – Boxpark Sushi


(Top Left) This concept utilize Myriad Pro and Olicana Smooth. Olicana Smooth is a more stylized font than the previous selections but holds to the “fun / exciting” mood that is being sought.  Also, the incorporation of a anime style mermaid emphasized the playful nature of the board as well as relates back to the Japanese culture. (Top Right) This concepts utilizes the combination of Gotham and Gourmet typefaces. The Boxpark is turned vertically mirroring the chopsticks and creating a strong vertical line in the design. This logo is simplistic in its design and provide versatility in the design. (Bottom Left) The above concept utilize Gothem and Garfield.  In these concepts I incorporated a graphical element by altering the “u” in sushi into a sushi roll.  My goal was to create a memorable composition, which is balanced while still lending a dynamic feel with the chopsticks entering at a diagonal. (Bottom Right) These concepts utilize the Liam and Myriad Pro as appeared on the mood board.  The logo is visually balanced as the sushi image balances the capital S.  The concepts is simplistic in its design and should have the versatility to scale both larger and smaller. The typefaces are appropriate in portraying the fun, playful aspect of the board. Logo colors are drawn from the selected mood board and had been chosen for their association and ability to support the key tenets of Boxpark Sudhi.
Logo Concepts – Boxpark Sushi
Course Work, Logos and Icons

Mood Board – Boxpark Sushi


This mood board created as part of a MDMFA team project for a fictional restaurant "Boxpark Sushi". The pink, orange, brown and blue were selected because of their association to anime and their representation in Japanese cuisine. The selected images reinforce the fun environment by using actual anime artwork.  The food images show the variety between traditional sushi and sushi created to reflect anime characters and animals. Both typefaces are clear legibility and easily read, while the display typeface imparts a feeling of fun. The anime character draws immediate attention and established the anticipated tone for the mood board.  This is confirmed and through the typographical selection for the name and key concept terms selected.  The images follow suite while guiding the viewer back down the page to the color selections. Sounds selected including typical background noise for a small retail space establishing size.  The music was selected to reflect culture while conveying an upbeat tone.  The voice over of restaurant conversation and laughter again conveys enjoyment and fun.
Mood Board – Boxpark Sushi
Course Work

Hugh the Manatee


This illustration was created at the request of my daughter. She is currently attending the Humanities Specialty Center in Monacan High School and the students have a joke about "Hugh the Manatee." We thought it would make a fun t-shirt, so here's is Hugh the Manatee with a feather in Monacan's colors.
Hugh the Manatee
Illustrations

The Wire Logo


The approved logo for the Transfield Services Americas magazine.
The Wire Logo
Graphic Design, Logos and Icons

The Wire Premier Issue


As the Senior Graphic Specialist for Transfield Services Americas, Infrastructure I was given the opportunity to design the new Transfield Services Americas magazine, The Wire. This magazine is produced in both English and Spanish.  Although the magazine was initially designed to be printed, it was later decided to distributes it in PDF format.
The Wire Premier Issue
E-documents, Graphic Design, Print Media

‘Roo Riders


Illustration that developed from a conversation with my teenage daughter.  I work with individuals who reside in Australia and she "jokingly" asked if they ride kangaroos.  The mental image was too funny.  She asked if I'd do an illustration and I sent her this one today.
‘Roo Riders
Illustrations

Challenge Awards


Transfield Services initiated an awards program consisting of seven awards focusing on seven challenges. The human resources department requested a poster, brochure and application to announce the new program across the Americas employee population.

I approached this project by examining existing collateral and the corporate branding standards. I stared with the design of the poster and pulled elements of the design into the brochure and application forms. The brochure was based on a legal (8.5 x 14) page with a double parallel fold to create a brochure with a finished size of 3.5 x 8.5.

Challenge Awards
Graphic Design, Print Media

Billboard Concept


Unsolicited billboard advertisement proposed for Farmers and Miners Bank. This concept was developed with input from additional contributors.  The base photography was taken by Judy Smith.  Layout critique was provided by Judy Smith and Tim Parsons.  I provided the initial design, layout, and technical skills for concept development.
Billboard Concept
Graphic Design, Print Media

Timberly Heights


Logo and stationary design for the Timberly Heights Neighborhood Watch.
Timberly Heights
Logos and Icons, Print Media

2010 Transfield Services Holiday Card


This years e-card re-visited the globe ornament elements from the 2006 VMS card. This allow the organization to acknowledge their global presence.
2010 Transfield Services Holiday Card
E-documents, Graphic Design

TransPortal Newsletter Design


Newsletter design for TransPortal, Transfield Services' Infrastructure business unit employee newsletter.
TransPortal Newsletter Design
E-documents, Graphic Design, Print Media

Miracles Behavioral Health Center Dynamic Forms


I  converted over thirty of Miracles Behavioral Health Center's standard forms into dynamic PDF fill-able forms.  The forms were provided in MS Word and Excel formats which were converted into dynamic forms and converted in Live Cycle Designer.  Forms varied from one to 25 pages in length and contained elements with global binding auto-fill entries, repeating sections that can be added or deleted, and e-mail submission capabilities.
Miracles Behavioral Health Center Dynamic Forms
E-documents, Graphic Design, Print Media

Bethlehem Little League Website


I host and provide support for the Bethlehem Little League in Henrico Co.
Bethlehem Little League Website
Websites

Vinettea Freeman Logo


The above logo design was the result of personal study of the individual.  Its final design reflects both the femininity and strength of the individual.  The earthy color selection reflects the rooted and steady nature of the individual while the flowing lines acknowledge her complexity and femininity.
Vinettea Freeman Logo
Branding and Identity, Logos and Icons

2009 Holiday Card


Holiday e-card for Transfield Services Infrastructure business unit.
2009 Holiday Card

P.R.I.S.M.S. Banner Ad


This banner ad was developed to increase awareness of Smith-Magenis Syndrome.  This piece was created as a personal expression to aid the effort as I am a parent of a child with Smith-Magenis Syndrome. The logo was recreated from the PRISMS.org website and stock footage was purchased to provide the background imagery.
P.R.I.S.M.S. Banner Ad
E-documents, Graphic Design

Blue Heron Pressure Washing


This was the selected logo design for Blue Heron Pressure Washing. The illustration of the blue heron that is prominently displayed to the left of the company name was based upon a photograph from the US Department of Fish and Wildlife Services.
Blue Heron Pressure Washing
Branding and Identity, Logos and Icons

Blue Heron Pressure Washing (Concept)


Although this concept was not the final selection for Blue Heron Pressure Washing, I found the clean lines created an elegant brand mark.
Blue Heron Pressure Washing (Concept)
Branding and Identity, Logos and Icons

TE Photography Website


Hosting and support provided for TE Photography's website
TE Photography Website
Websites

Gentle Beast Bullies


This logo was developed for a small family run English Bull Dog breading business.  The illustration evolved from a photograph of the prominent sire for the kennel.
Gentle Beast Bullies
Branding and Identity, Logos and Icons

Warfield Consulting


Logo design developed for Warfield Consulting.
Warfield Consulting
Logos and Icons

GardenFest Informational Slip


When VMS gave a newly transferred employee tickets to the GardenFest of lights at Lewis Ginter Botanical Garden, I was asked to create a informational slip to include with the tickets so that the individual would know what they were being given.
GardenFest Informational Slip

2008 Transfield Services Holiday Card


This years holiday card for Transfield Services North America, Infrastructure (formerly VMS, Inc.) was crafted to be sent the organizations first e-card.
2008 Transfield Services Holiday Card
E-documents, Graphic Design

River Ridge Automotive & Transmission Business Cards


This business card was developed for a local automotive and transmission repair shop. The logo was a collaborative effort between my husband and myself.  Since the initial development of the business cards and logo, the company has proceeded to have various merchandise created utilizing the logo (hat and shirts).
River Ridge Automotive & Transmission Business Cards
Branding and Identity, Graphic Design, Logos and Icons, Print Media

Katie and Friends, Inc Website


Website for the non-profit organization, Katie and Friends.  This organization had worked to provide accessible playgrounds to the Greater Richmond area.
Katie and Friends, Inc Website
Websites

2007 VMS Holiday Card


This holiday card for VMS, Inc was designed to acknowledge the organization new status as part of a global enterprise as they were purchased by Transfield Services during the 2007 year.
2007 VMS Holiday Card
Graphic Design, Illustrations

JB Cary ES Fully Accessible Playground Project


This logo was developed while working on a brochure and website for the J.B. Cary PTA's  Fully Accessible Playground Project (FAPP).  When a representative of the school's PTA approached got in contact with me in regards with developing a brochure for the program, they had a rough idea of what they wanted in a brochure but had not expanded their consideration into developing a branded campaign.  Over the course of our discussions and the brochure development, the logo and website.
JB Cary ES Fully Accessible Playground Project
Branding and Identity, Logos and Icons

Atelier Rubicon


Initially this project came from a co-worker who created sculpture outside of the office.  Although he had been engaged in this type of work for a number of years, and even had a web presence he had never had an actual logo created.  When he came to me to have his business cards re-done I took the opportunity to create him an actual logo mark and associated collateral.  This allowed him to present himself uniformly across his business interactions.
Atelier Rubicon
Branding and Identity, Logos and Icons

JB Cary FAPP Website


Non-profit website for a fully accessible playground for JB Cary Elementary School
JB Cary FAPP Website
Websites

McKinney Stapleton


Image restored and colorized.
McKinney Stapleton
Image Modification, Restoration

Successful Swamp Living


This was a fun image manipulation and design projects that was commissioned to create magazine covers for team members which represented their nick-names within the company.
Successful Swamp Living
Graphic Design, Image Modification, Retouching

Robins Nest Logo


Logo was developed for a cleaning services that wanted to convey that they cared for your home while providing cleaning service.
Robins Nest Logo
Branding and Identity, Logos and Icons

Betty Alice and Larry


Photo colorization.
Betty Alice and Larry
Image Modification, Restoration, Retouching

Mortgage Brochure


Mortgage Brochure
Graphic Design, Print Media

AHMC Postcard


Direct mail postcard for Alliance Home Mortgage Capital.
AHMC Postcard
Graphic Design, Print Media
Copyright © 2017 Alice Pettey Branding & Strategic Design, LLC