modern heritage

1

modern heritage

M O L LY W E B E R

D E S I G N P O R T F O L I O

2 moder n her itage M O L LY W E B E R Project 01 Title

4 moder n her itage M O L LY W E B E R Project 01 Title

1

modern heritage

M O L LY W E B E R

D E S I G N P O R T F O L I O

3

Who I am today is thanks to those who came before me.

In my journey through school, what I have learned is

immeasurable. Beyond the ability to identify a typeface

from a mile away, or comp a box in just seconds, I have

come away with lessons that extend beyond just the

world of graphic design.

One of the ideas that has had a profound influence on

me is learning that I am ultimately a better designer—

and person—if I use the past as an inspiration.

Taking note of historical solutions, anything from

a type treatment or a color scheme to a process or

method, and applying them to modern challenges can

create a truly unique design solution.

Throughout this book you will find my own family

photos—my heritage—paired with my work. Not only

do I love and pull inspiration from the classic feeling

of these vintage photos, they show the people who have

inspired me and made me who I am today.

CONTENTS

00

TA B L E O F C O N T E N T S

6

The handmade bridal expo for the bride who does it all.

Ti t le B R I D ES MAD E

Project WED DI N G E XP O D ES I G N

Cla ss G R APH I C D ES I G N 3

In st r u ctor N I CO LE FLO R ES

Ke y word HAN D MAD E

Brides are increasingly interested in the idea of a

handmade wedding. More and more are bringing a

personal, creative touch to their big day. Gone are

the days of princess themes and ball gowns. Modern

brides are looking to sources like Etsy, Pinterest, and

Martha Stewart to see how they can make a wedding

that is uniquely theirs.

Bridesmade bridal expo brings together all of the

vendors and resources that brides-to-be need to

create a hand crafted day.

The promotional materials reflect the handmade

nature of the event. From hand drawn and laser cut

posters, tickets and invitations to handmade paper

flowers and bound binders for the event guide, brides

can pull inspiration not only from the vendors they

will find inside, but from these event materials.

BRIDESMADE

01

B R I D A L E X P O E V E N T D E S I G N

8 moder n her itage M O L LY W E B E R Project 01 Title BRIDESMADE

16

It’s just like mom used to make, only better.

Ti t le B E I G E

Project R ESTAU R ANT I D ENTIT Y

Cla ss I D ENTIT Y T WO

In st r u ctor DAR R ELL HAY D EN

Ke y word Q U I R K Y

I only eat beige food. So when we were asked to create

a business and design their identity, I jumped on the

opportunity to create a restaurant that was a carb

lovers dream come true.

The idea behind Beige is to start with the foods that

everyone loves, the comfort foods, the favorite foods

from their childhood, the things they spot on the kid’s

menu and wish they could order. Then, use the highest

quality ingredients to make them in a sophisticated,

gourmet way. Think, aged artisan cheeses in your mac

and cheese, or a fresh crusty bread for your grilled

cheese sandwich. It’s going back to the basics, then

upgrading them.

The identity and system for the company reflect this

back-to-basics idea as well. The use of craft paper and

stamps creates a look that is not overdone, but still is

upscale enough to fit the audience.

BEIGE

02

R E S TA U R A N T C O N C E P T & I D E N T I T Y

18 moder n her itage M O L LY W E B E R Project 02 Title BEIGE

2 0 moder n her itage M O L LY W E B E R Project 02 Title BEIGE

22 moder n her itage M O L LY W E B E R Project 02 Title BEIGE

2 4 moder n her itage M O L LY W E B E R Project 02 Title BEIGE

26

Who says fashion brands have to stay in the closet?

Ti t le UPTOWN BY K ATE S PAD E

Project H O M E L I N E B R AN D E X TEN S I O N

Cla ss PAC K AG E D ES I G N 3

In st r u ctor TO M M cN U LT Y

Ke y word C H I C

We were given the challenge of extending an existing

brand into the home category with products such as

appliances and decorative accessories.

K ate Spade seemed like a natural fit. The brand has a

strong style and followers who would be eager to bring

the signature style they love to the rest of their home

with accents that stay true to the brand.

The new “Uptown” line covers the entire house; from

appliances and dishes for the kitchen to accent pillows

for the couch and everything in between.

The fashion roots of the brand are referenced with the

photography style on the boxes. The personality, as

well as the existing product line, of the company also is

showcased through the use of K ate Spade accessories

interacting with the products.

UPTOWN

03

K AT E S P A D E B R A N D E X T E N S I O N

2 8 moder n her itage M O L LY W E B E R Project 0 3 Title KATE SPADE

38

Bourbon out of an old tin cup tastes better out there

Ti t le ESC ANABA R IVER

Project PAPER PRO M OTI O N

Cla ss T Y P OG R APH Y 3

In st r u ctor AR I EL G R E Y

Ke y word RUST I C SO PH IST I C ATI O N

The Escanaba River is renowned for its fly fishing.

Author John Voelker (under the pen name Robert

Traver) wrote many novels and stories about his fly

fishing experiences on this river, documenting the

challenges, joys, beauty and quirks of the sport,

particularly on the Escanaba river.

Escanaba paper by New Page is a strong, utilitarian

and dependable paper, yet still has a refined sense of

style. The papers characteristics tie in naturally to fly

fishing and its namesake river.

The promotional book and swatch cards use stories

from Voelker along with photography to showcase

the printability of the paper in both text and image

heav y applications.

ESCANABA

04

N E W P A G E PA P E R P R O M O T I O N

4 0 moder n her itage M O L LY W E B E R Project 0 4 Title ESCANABA

50

Celebrating the hometown values of a local favorite.

Ti t le J I LB ERT DAI RY

Project M I LK PAC K AG I N G


In st r u ctor C H R IST I N E G EO RG E

Ke y word N OSTALG I C

Jilbert’s is a staple in every home in the Upper

Peninsula of Michigan. From their milk to their

ice cream, people know to ask for it by name.

When the family run company was purchased by

a larger corporation, there was concern that the

roots of the company would begin to fade away

and it would become a more corporate operation.

Facebook groups were even created, protesting any

changes to the brand they grew up with.

This special edition packaging is first meant to

mark the anniversary of the company. But the

underlying message serves as a reminder of the

company’s, and an assurance that it will retain its

traditional values.

The glass bottles and retro logo were inspired by

what the company had done in the past and are

meant to inspire hope in the product’s future.

JILBERT

05

S P E C I A L E D I T I O N M I L K PA C K A G I N G

52 moder n her itage M O L LY W E B E R Project 05 Title J ILBERT

5 4 moder n her itage M O L LY W E B E R Project 05 Title J ILBERT

56 moder n her itage M O L LY W E B E R Project 05 Title J ILBERT

58

A modern solution for early-onset Alzheimer’s treatment.

Ti t le ALO IS AL ZH EI M ER ’ S M EDI C ATI O N

Project PHAR MAC EUTI C AL PAC K AG I N G


In st r u ctor TO M M cN U LT Y

Ke y word s C AR I N G , M O D ER N

Alzheimer’s is largely marketed as a disease affect-

ing the elderly. While it’s true the majority of those

diagnosed are seniors, 5-10% of patients develop the

disease before they turn 65, classified as early-onset

Alzheimer’s. Other products wouldn’t target middle

aged adults the same way as seniors, so why should

Alzheimer’s medication?

This project allowed us to pick any condition and

create pharmaceutical packaging for it. Having a

family member that was diagnosed with the disease

at 55 (pictured, right), I was eager to create a solution

that addressed the unique problems of this disease.

My first objective was to create an overall look and

feel that felt modern and young (compared to the

competitors), while remaining trustworthy. I also

wanted to keep the system from looking too medical

and clinical, so that children in these households

were less alarmed by it.

The ultimate goal was to help patients and caretakers.

The tiered system of dispensing mechanisms ranges

from a simple dated blister pack, to a timed dose dis-

penser, to a light-up dispensing appliance and remote

reminder light.

ALOIS

06

A L Z H E I M E R ’ S PA C K A G I N G

6 0 moder n her itage M O L LY W E B E R Project 6 Title ALOIS

62 moder n her itage M O L LY W E B E R Project 0 6 Title ALOIS

6 4 moder n her itage M O L LY W E B E R Project 0 6 Title ALOIS

70

Now your home has something nice to wear, too.

Ti t le ANTH RO P O LOG I E PA I NT

Project PA I NT PAC K AG I N G


In st r u ctor C H R IST I N E G EO RG E

Ke y word EC LEC TI C

Walk into an Anthropologie store and it’s hard to

leave without being inspired. You can hear shoppers

asking, “Why can’t my house look like this?” as they

look in awe at the unique decor.

These very shoppers are who the Anthropologie paint

line is created for.

Using the established aesthetic of the company, this

project extended the clothing and home accessory

retailer into a whole new market.

The design is meant to be tactile and warm to separate

itself from its glossy, sterile competitors. The use of

fabric textures, collages, and a unique copper can is

meant to attract the modern, female, do-it-yourself

shopper who is looking to bring a little bit of the store

she loves into her home.

ANTHROPOLOGIE

07

P A I N T PA C K A G I N G

72 moder n her itage M O L LY W E B E R Project 07 Title ANTHROPOLOGIE

78

What if Target created a new, higher price point store?

Ti t le AERO STO R E

Project STO R E CO N C EPT


In st r u ctor M I C HAEL OS BO R N E

Ke y word S MART

Target customers know to “expect more, pay less.” But

what if you utilize Target’s smart design thinking and

eliminate the constraints of pay less? You get Aero.

Aero is a hypothetical store created by Target to

compete with brands like Williams-Sonoma and

Crate and Barrel targeting a more upscale market.

In Michael Osborne’s Package Design 4 class we had

the challenge of taking this idea and running with

it. We had the opportunity to build this brand from

scratch with only one rule: it had to be good.

We established a target audience, created our vision

for the store, determined categories, chose products

and built the brands from the ground up. It was truly

a learning experience that extended beyond just the

design of the packaging.

In June of 2011 I was honored to represent my group

and present this project on the main stage of The

Dieline Conference in Chicago alongside Michael.

AERO

08

S T O R E C O N C E P T

03

8 0

Store brand carrying performance,

home and office products.

Favorite regional products and

recipes from across the country.

Ke y word s

R EL IAB LE , M O D ER N , U N I Q U E

Ke y word s

FAM I L IAR , Q U I R K Y, AM ER I C ANA , LOC AL

moder n her itage M O L LY W E B E R Project 0 8 Title AERO

81

Unique products tailored to each

stage of you and your family’s life.

Gourmet food products and fresh

ingredients of the highest quality.

Ke y word s

COO R DI NATED, S I M PLE , H I G H EN D

Ke y word s

GO U R M E T, Q UALIT Y, WAR M , AUTH ENTI C

82

Everyday essentials that aren’t so everyday.

Ti t le AERO STO R E B R AN D

Project AERO STO R E



Ke y word M O D ER N

When creating a store like Aero, the store brand must

maintain a smart design and modern edge that meets

the standards of the store. There is no place for a so-

called generic brand here.

Aero’s store brand extends across the categories of

performance products, kitchenware, home goods

and office supplies. Each category has its own unique

color scheme and set of rules, but each remains

unmistakably Aero.

None of these products need to be hidden under the

sink or in a drawer. Each are designed to be sophisti-

cated enough to be left out on a counter or desk.

STORE BRAND

8.1

A E R O S T O R E B R A N D

8 4 moder n her itage M O L LY W E B E R Project 8 .1 Title AERO

8 6 moder n her itage M O L LY W E B E R Project 8 .1 Title AERO

88

Unique regional favorites, no matter where you may be.

Ti t le YO U AR E H ER E




Ke y word AM ER I C ANA

Being from the Midwest, I have seen my fair share of

regional specialty foods. When I moved to California,

there were a number of favorites from home that I

was missing, but I also was introduced to a whole new

selection of regional favorites.

These familiar tastes of home, and an interest in new

culinary discoveries, are the inspiration for You Are

Here, a private label brand endorsed by Aero.

Each region has a unique look and feel that reflects

the personality of the area.

Not surprisingly, I had a particularly fun time work-

ing on the packaging for the Midwest line. We used

vintage signage from barns, grocery stores, movie

theaters and bars in the Midwest as the inspiration.

Copy writing provided an opportunity to further

incorporate the personality of the region. A couple

of calls home provided more than enough material

to utilize. Even the typically unassuming nutrition

panel got a dash of personality by titling the ingredi-

ents with the familiar “Ya-Gatch-Ur.”

YOU ARE HERE

8.2

P R I VAT E L A B E L E N D O R S E D B R A N D

9 0 moder n her itage M O L LY W E B E R Project 8 . 2 Title AERO | YOU ARE HERE

92 moder n her itage M O L LY W E B E R Project 8 . 2 Title AERO | YOU ARE HERE

93

EAST COAST

SOUTH

MIDWEST

SOUTHWEST

WEST COAST

99

DIRECTIONSKeep pizza frozen until ready to bake

Preheat oven to 400 degrees

Remove plastic covering and place on center rack of oven in provided pan.

Bake 40-45 Minutes or until edges of crust are golden.

Remove from oven and let cool for 3-5 minutes

Cut pizza with a long serated knife (not a pizza cutter).

Refrigerate any leftovers and use within 48 hours.

The deep-dish pizza’s of Chicago are not for the faint of heart. The thick crust and toppings layered two inches deep are sure to fill you up. This style of pizza was made popular in Chicago the 1940’s

and couldn’t get further from a traditional Italian style pizza. It’s crust is both soft and crispy thanks to the baking process and specially formulated dough. “Da Works” is topped with the preferred

ingredients of Chicago pizza purists, just about everything!

102 moder n her itage M O L LY W E B E R Project 8 . 2 Title AERO | YOU ARE HERE

108

One brand for today, tomorrow, & whatever comes next.

Ti t le N OW N E X T




Ke y word s PR EPPY | MASC U LI N E | M O D ER N

Currently in Target much attention is given to products

catering to one life stage in particular, the college

student. Each year a line of affordable dorm gear and

college focused products provides a one stop shop for

everything that is needed for this demographic.

Now Next is Aero’s own life stage brand. It provides

products specifically selected for the stages of its

target audience. This not only provides a convenient

shopping experience for the customers in each

category, it also serves as an easy gifting destination.

New Baby, Bachelor, and New Home were the sections

that we focused on. They each have their own distinct

feeling that reflects the stage they are intended for.

Bachelor uses wood grain and rich colors to attract

the successful gentleman who is looking to create a

masculine, sophisticated home.

New Home is the perfect wedding registry destination.

It features modern accessories for a modern home.

New Baby has everything that a sophisticated, preppy

baby needs when entering the world. An owl character

named Winston acts as the steward of the brand.

NOW NEXT

8.3

P R I VAT E L A B E L B R A N D

110 moder n her itage M O L LY W E B E R Project 8 . 3 Title AERO | NOW NEXT

120

Where the Farmer’s Market meets innovation.

Ti t le ART ISAN SQ UAR E




Ke y word AUTH ENTI C

San Francisco’s Ferry Building is a culinary mecca,

featuring local farmers, chefs, and artisans, and served

as an inspiration for Aero’s “Gourmet Destination” and

private label brand Artisan Square.

Artisan Square is a line of gourmet foods and ingredi-

ents that can be found in the Aero stores.

The objective was to showcase the artisan, quality of

the products while maintaining an upscale feeling.

This brand provided a lot of opportunities for innova-

tive packaging structures and new ideas. Dried herbs

and spices are packaged in a box that also functions as

a dispenser, while fresh herbs come in a package that

encourages freshness even after opening. Chips and

Dip come in a party-ready structure with a serving tray

and dip in the lid.

A premium subsection of this brand featuring hard-

to-find ingredients and top of the line products was

treated in a more upscale manner.

ARTISAN SQUARE

8.4

P R I VAT E L A B E L B R A N D

122 moder n her itage M O L LY W E B E R Project 8 . 4 Title AERO | ARTISAN SQUARE

12 4 moder n her itage M O L LY W E B E R Project 8 . 4 Title AERO | ARTISAN SQUARE

131

QR codes provide customers with

recommended pairings, tips, and

recipes for each product. For

example, cheeses are paired with

complementary wines or crackers,

recipes using the selected ingredient

are suggested, or serving tools are

recommended for specialty dishes.

Codes can be scanned with a phone

or at an in store kiosk.

134

Class pictures define a year, identities define a brand.

Pa ck a ge Des i g n 4 PER EN N IAL

Pa ck a ge Des i g n 4 AM US E

Id e n t i t y 2 B E I G E

Id e n t i t y 1 BO N N E B ELL

Id e n t i t y 1 MARQ U E T TE GO LF C LU B

G raph i c Des i g n 2 NIKE CATALYST

Pa ck a ge Des i g n 2 BUENA VISTA

Pr in t Des i g n 1 I NTERS EC T

Pa ck a ge Des i g n 1 MARS HALL’ S FAR M

Pa ck a ge Des i g n 3 ALO IS

Freelan ce D IVERS E FAB R I C ATI O N

Id e n t i t y 2 US P OSTAL S ERVI C E

IDENTITIES

09

C O L L E C T I O N O F L O G O S

13 6 moder n her itage M O L LY W E B E R Project 0 9 Title IDENTITIES

amuse

137

amuse


CATALYST

MARQUETTEGOLF CLUB

139

MARQUETTEGOLF CLUB

CATALYST


N AT U R A L H O N E Y

M A R S H A L L’ S FA R M

BUENA VISTATHE H OM E O F IR ISH COFFEE

San Francisco, Ca

141

M A R S H A L L’ S FA R M

BUENA VISTATHE H OM E O F IR ISH COFFEE

San Francisco, Ca


UNITED STATESPOSTAL SERVICE

143

UNITED STATESPOSTAL SERVICE

14 4

Who I am today is also thanks to those who have helped me along the way.

145

INSTRUCTORS

I really have each and every instructor to thank, as each has helped me grow as a

designer, but there are a few who have been particularly influential. MARY SCOTT for

inspiring, pushing and encouraging me consistently over the years, and particularly

during this semester. MICHAEL OSBORNE , first for serving as a source of inspiration

(whether you knew it or not!) throughout the last four years. For leading the course that

brought everything together and pushed us all to our full potential. And of course for

providing me with amazing opportunities that I will never forget. TOM MCNULTY

for helping me grow as a designer, and all of your support through the years. DARRELL

HAYDEN for keeping me on my toes, showing me the value in designing for projects

I am passionate about, and for nipping that nasty upspeak in the bud. CHRISTINE

GEORGE for introducing me to the world of packaging and creating a solid founda-

tion for me to build on. ROLAND YOUNG for teaching me what it means to loosen up.

HUNTER WIMMER for encouraging leadership and independence. NICOLE FLORES

for showing me the importance of inspiration and helping me bring it all together. JAY

GANADEN for introducing me to AIGA and networking and emphasizing its benefits.

SUE ROWLEY, NATHAN BERNEMAN, AND LAURA WALKER for encouraging

leadership. MR TAYLOR for introducing me to art. MRS. HERSHEY and MRS. GALLO

for showing me what graphic design was. MRS CROTTY for teaching me how to pres-

ent, but more importantly how to be a good person. MME AMO for making me smile

(then and now.) Merci!

COWORKERS

I have been so very lucky to have had the “real world” guidance of many great designers

already in my career. First, the Creative Services team at RIVERBED TECHNOLOGY.

Thank you for taking a nineteen-year-old under your wing, having faith in me, and

making me a part of the family (oh, and for a little football talk, too.) The merchandising

department at MARTHA STEWART LIVING OMNIMEDIA particularly SOYOUNG

OH and J ILLIAN LANGLOIS for letting me jump in and be a part of the team. It was

an experience I will never forget and wouldn’t trade for anything. Finally, the crew at

MICHAEL OSBORNE DESIGN for continuing to teach, guide, and inspire me.

CLASSMATES

My classmates have been a great help through the valuable critiques, the brainstorming,

the inspiration and motivating me to keep up with all of you! THREE CHICKS AND A

HEN (Sanna Luukka, Gina Chang and Caroline Saridewi, Aero Group Project) for the

late nights, hard work and dedication that was needed to pull that project off. AIGA

STUDENT GROUP LEADERSHIP for stepping up and taking the initiative to make the

group a success. Each of you helped to give the group a sustainable structure that I am

confident will continue and grow for many years to come!

FAMILY

For allowing me to make your old haircuts, outfits, and a few compromising moments

public in this book (particularly you, UNCLE TOMMY ). MOM AND DAD for always

encouraging my creativity and big dreams and helping me achieve them. And Mom

for your uncanny ability to spring into action and wield an exacto knife. GOOMIE for

always being my biggest inspiration and motivator. GEORGIA for your support through-

out the years, and for proudly displaying my work (from day one.) CASEY, for allowing

me to chase my dreams (and coming along for the ride) and putting up with all that

comes with living with a graphic design student. THE BETTS’ for truly supporting me

like my second family. Plus for the peanut butter bars. PATRICIA for being you.

14 6

Mod e r n He r i ta ge

S EN I O R P O RTFO LI O

M O LLY WEB ER

Em ai l : MW@ M O LLY WEB ER .CO M

Webs i te: W W W. M O LLY WEB ER .CO M

Ph on e: 4 1 5 6 01 0 9 1 0

AC AD EM Y O F ART U N IVERS IT Y

Sch ool of G raph i c Des i g n

79 Ne w Mon tgom e r y St reet

San Fran c i sco, C A 94 108

In st r u ctor MARY SCOT T

C HAI R , SC H OO L O F G R APH I C D ES I G N

Pr in t in g an d Bin d in g B LU R B

Cove r/Te x t Stock PRO LI N E U N COATED

En d sh eet s PRO LI N E L I G HT G R E Y

Ph otog raphy M O LLY WEB ER

WITH TH E H ELP O F C AS E Y RO LI G

AN D K EITH B R AU N EIS O F LEL AN D

FLY F IS H I N G O UTFIT TERS

Fon t s D I DOT HTF, GOTHAM , AT SAC K ERS

Sof t ware ADO B E C R E ATIVE SU ITE 5

© ALL R I G HTS R ES ERVED.

N O PART O F TH IS PU B L I C ATI O N MAY

B E R EPRO D U C ED WITH O UT PER M IS S I O N

FRO M M O LLY WEB ER

14 8 moder n her itage M O L LY W E B E R Project 01 Title THANK YOU

15 0 moder n her itage M O L LY W E B E R Project 01 Title THANK YOU

modern heritage

Documents

ly w e b e r project

bridesmade01b r i d

b e i g eproject r estau

i o23who

i o2 moder n

di n g e xp o d es

b r i d es mad eproject

r u ctor n