Mikaela Tavernese's Design Portfolio

Harbor Sailing ClubThe Harbor Sailing Club is an inclusive sailing club located in San Diego. The goal of this campaign is to bring in more members by promoting the club as a relaxed, friendly, and upbeat community to be a part of. Current members of the Harbor Sailing club include all lovers of the sea looking to share their experiences with like-minded people.

The CampaignI designed the branding for the Harbor Sailing Club to reflect the club as a legitimate organization without giving off the impression of a high-end yacht club. I did this by first designing the logotype in Baskerville Semibold and then pairing it with a system of sail-boat icons that are clean yet fun and uncharacteristic of the club’s competitors. For this specific ad campaign, I paired the icons with hand rendered script typography and bold blocks of color. The content of the type is sea-loving quotes chosen to catch the eye of prospective club members. I chose bright nautical inspired colors that show the club’s fun side and make the posters and postcards stand out.

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harbor sailing club | mikaela tavernese

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Postcards to be sent out to prospective members rely on the sailboat icons and bright colors to catch the recipient’s attention.

To give the club a welcoming and relaxed feel, I made the focus of the posters hand rendered typography. The bright colors and soft texture help to distinguish the Harbor Sailing Club as an upbeat community of sailors, as apposed to an exclusive yacht club.

project name | mikaela tavernese

SAFE INJECTION FACILITIESThere is a way to prevent thousands of deaths every year at a low cost and the United States is not taking part. Injection drug use is a problem in our country not only because of death rates, but also due to the fact that the sharing of needles among injection drug users facilitates the spread of blood borne diseases. This ad campaign advocates for Safe Injection Facilities to be opened in the United States, similar to those established in other countries. Safe Injection Facilities have proven to eliminate needle sharing and death from overdose while making the streets a little cleaner.

THE CAMPAIGNFor this ad campaign, I used blunt illustrations and bold typography to grab the viewer’s attention. The color palette of black and red used against a concrete texture gives off a feeling of something negative and harmful. I used concrete texture to create a dark mood and to remind the viewer of being on a dirty street. The illustration of the syringe functions as a sim-ple info graphic, as well as a device to make the viewer uncomfortable in hopes he or she will realize we need to make a change. I chose Memphis Medium because the strong bold lines give a sense of importance.

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safe injection facilities | mikaela tavernese

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One side of this four-fold brochure shows the statistics of blood borne diseases among injection drug users, while the flip side spells out the details of how safe injection facilities function and what we can do to get them running in the United States.

safe injection facilities | mikaela tavernese

This set of posters shows the alarming facts in bold typography that cannot be ignored. The use of large planes with negative colors promotes a feeling of seriousness and discomfort.

This poster spells out the problem and the solution. I used the large red typography to grab the viewer’s attention and to promote the goal of the audience learning more about the subject.

Marina Bedrossian, RD, CDNMarina is an up-beat Registered Dietitian-Nutritionist fresh out of college and ready to start her consulting business. She is all about helping her clients develop healthy relationships with food and is a strong believer in the benefits of whole foods. Marina’s focus on cooking gives her a competitive edge, so I created her branding system to showcase just that.

marina bedrossian, rd, cdn | mikaela tavernese

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The BrandNatural, personal, positive, unique, and fresh are words describing Marina Bedrossian’s consulting business and the brand needed to reflect that. I developed the mark based on what makes her differ-ent from her competitors: cooking. I executed cooking utensils in a fun and playful style without becoming too childlike. Since Marina’s target audience is upper middle class adults, I paired the mark with the typeface Rotis Sans Serif to give the brand a more corporate feel. The balance between playful and corporate allows Marina to appeal to her audience with out losing her personality. The bright and fresh colors are reflective of natural foods and positive thinking.

Marina’s stationery uses blocks of bright color that are both eye catching and fun.

This daily food log is given out to Marina’s clients to help them keep their nutrition goals on track. I designed the cover to be customizable for different clients, reminding each that Marina is focused on their specific goals.

Leaving blank spaces and room for notes allows Marina to personalize each nutrition packet while keeping print-ing costs low. The hand written aspect reminds the client that Marina has made a custom nutrition plan that is 100% based on his or her needs.

sun•set | a-(case)study When we see a typical image of the sunset on the beach, our minds tell us it is beautiful. This book breaks down the elements that make up that beautiful image into graphic forms. I did this to determine if the image still retains its beauty when viewed in its simplest structure.

sun•set | a-(case)study nounthe time in the evening when the sun disappears or daylight fadesthe colors and light visible in the sky on an occasion of the sun’s disappearance in the evening, considered as a view or spectacle

sun•set | (a-case)study | mikaela tavernese

the conceptThe case study begins with the definition of ‘sunset.’ The next spread shows a photograph of a sunset on the beach with a graphic break down of the horizon line. The spreads after this break down the elements that make up this image: sand, sky, cloud, and water. Each of these elements is shown in five different simple graphic forms, first in black and white and then in color. For the color study, I chose three colors from each of the pictures and applied them to the simple graphic elements in order to see if adding color changed the way the viewer sees each element. The goal of this case study is to see if the viewer’s mind still recognizes the sunset as a beauti-ful image when it is seen broken apart, and in its most simple graphic form. The conclusion of the book combines some of the graphic elements together, more closely representing a sunset. I did this to examine if presenting the information changes the way the viewer’s mind processes the visual information.

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Introduction spread and graphic break down of horizon line.

sun•set | a-(case)study sand: elements

sun•set | a-(case)study sky: elements

Spreads showing black and white sand and sky elements and isolated color models.

sun•set | a-(case)study cloud: color

sun•set | a-(case)study cloud: elements

sun•set | a-(case)study water: color

sun•set | a-(case)study water: elements

Concluding pages showing combined elements.

forever skin care | mikaela tavernese

the brandI created the Forever Skin Care logo to represent the products having long lasting results with a continuous knot. This knot mark is paired with the typeface Adobe Caslon Pro Semibold to com-pliment the weight of the curves. The feminine curves I designed that make the knot are reproduced in the patterns used on the packaging of both lines. The entire color palette is soft and femi-nine: I chose peach for the Forever Smooth and minty green for the Forever Clean. Pale yellow and gray tie both lines together.

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Packaging the bottles in a box adds to the elegance of the high-end skin care line.

sdsu be civil . pass it on | mikaela tavernese

SDSU BE CIVIL . PASS IT ONThe PSFA Civil Core at San Diego State University came up with the Be Civil Pass It On project as a way to promote kindness and civility on campus. The concept is that the campus community would be supplied with bracelets which they are supposed to pass on to any person they see acting civil. The bracelets are meant to be continually passed on, thus spreading kindness through good deeds. My design partner, Mike Vecchio and I were presented with the idea and the color of the bracelets. We then created a branding system and an advertisement campaign to get the word out about the project.

THE BRANDThe SDSU Be Civil Pass It On brand can be described as simple and bold. We decided to pay up the green color of the bracelets because it stands out well against SDSU’s mainly red and black campus. Flat planes of green with white Franklin Gothic Extra Condensed type are the main branding elements. We also de-signed icons to illustrate the processes of passing on a bracelet. These elements were chosen because we felt the concept of the project is simple and effective, and that the brand should reflect this thinking. Those participating in the project fuel the advertise-ment campaign. After someone passes on their bracelet, they are prompted to go online to the SDSU Be Civil Pass It On web-site and post who they passed their bracelet to and why. We then take these posts and create a series of posters that will be hung around campus. The posters all have the phrase “I passed mine to” as the most dominant element. The posters remain vague but provide the viewer with a QR code, which leads them to the web page where they will learn more about the project.

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SDSU Be Civil Pass It On web pages are shown where participants go to share who they passed their bracelet to, and to learn more about the project.

Posters hung up around campus are consistently updated when new posts are shared on the web page.

“I PASSED MINE TOCAITLIN WHO BOUGHT ME A CUP OF COFFEE”

“I PASSED MINE TOSARAH WHO GAVE ME AN EXTRA SCANTRON”

“I PASSED MINE TOSHAWN WHO GAVE ME HIS JACKET WHEN I WAS COLD”

“I PASSED MINE TOCOURTNEY WHO GAVE ME A RIDE HOME”

“I PASSED MINE TOTIM WHO CALLED TO TELL ME CLASS WAS CANCELLED”

“I PASSED MINE TOMIKE WHO RETURNED A DROPPED DOLLAR”

Small versions of the posters are placed in various offices around campus along with the bracelets.

San Diego House Rabbit SocietyThe House Rabbit Society is an all-volunteer, national, non-profit animal rescue organization. Through their fostering program, vol-unteers rescue abandoned rabbits and find permanent adoptive homes for them. Through education, they seek to reduce the num-ber of unwanted rabbits and to improve rabbits’ lives by helping people better understand these adorable companion animals.

sdhrs | mikaela tavernese

The BrandDesigned in collaboration with Mike Vecchio, the branding for San Diego House Rabbit Society conveys the organization’s expertise on the welfare and health of house rabbits. We combined these ideas with feelings of safety, comfort, and healthy living for all rab-bits. It presents the members of the San Diego House Rabbit So-ciety as authoritative and knowledgeable. The logo mark needed to be directly representational of the organization’s goal: a healthy rabbit inside a home. The color palette is reminiscent of the beau-tiful San Diego beaches while the curved lines are characteristic of rabbits. We chose Glypha because it gave the logo mark a playful feel and paired it with Univers for body copy.

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Bunny fest is an annual festival of all things bunny. It is the most exciting time of the year for the SDHRS. We chose to represent this with bright colors and bold type.

The website features an abundance of information about SDHRS activates, rabbit adoption information, and educational material.

The SDHRS standards manual provides all the information the society needs to implement their brand properly.

VINE YARD WINEInspired by my roommate’s affection for cheap wine and pretty labels, the Vine Yard Wine brand celebrates this concept. It is self-proclaimed, poorly made wine that will sell because of the eye-catching packaging. Vine Yard Wine offers a way out of this rut of unpleasant tastes with an educational booklet called “The Official Vine Yard Wine Guide for Idiots + Those in Their 20’s.”

THE BRANDGeared towards an audience in their early twenties, and others who know nothing about wine, I chose bright colors, bold typog-raphy, and fun patterns, all to create eye-catching packaging. The typeface Franchise is paired with hand rendered type to make the Vine Yard Wine brand stand out among the sea of elegant and boring wine bottles. It is assumed those who buy Vine Yard Wine don’t bother to read the label; if they did, they would learn that the wine is not high quality. But there is hope for those who buy Vine Yard Wine! The company provides an educational booklet to help those who want to know how to buy better wine, how to taste it, and serve it the correct way.

vine yard wine | mikaela tavernese

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vine yard wine | mikaela tavernese

REDWINE

BARBERA (bar-BEHR-uh)Grown most successfully in Italy’s Piedmont region, Barbera is quite acidic with full body and light tannins. It is commonly used as a blending wine.

BRUNELLO (broo-NEHL-oh) Brunello is an offshoot of the Sangiovese grape. It is notable because it is the only grape permitted for Brunello di Montalcino, a rare, expensive, fruity and bold Tuscan red wine.

CABERNET FRANC (cab-er-NAY FRANK) Cabernet Franc is more often blended with other grapes than bottled by itself. Cabernet Franc is light to medium bodied and sometimes made into a wine called Chinon. It is most impres-sively grown in France’s Loire (luWAR) Valley. Cabernet Franc is also grown in California and New York, and is gaining popularity in other regions.

CABERNET SAUVIGNON (cab-er-NAY SO-vin-yon) Cabernet Sauvignon can be found in many of the wine re-gions mentioned above. In the Bordeaux region of France, it is considered the noblest grape of all. It is, in fact, the grape that makes fine Bordeaux wines. Cabernet Sauvignon can age well for decades. It is dark purple or ruby in color, medium to full bodied, and has a beautiful array of intense aromas and flavors. Cabernet Sauvignon would be considered a dry red wine.

DOLCETTO (dole-CHET-to) Dolcetto is another grape grown almost exclusively in the Pied-mont region of Italy. It produces fruity wines with aromas and flavors of licorice and almonds. It does not age as long as the Barbera or Nebbiolo grape.

GAMAY (ga-MAY) Gamay is what the wines from the Beaujolais region of France are made of. Even though two “Gamay” wines are produced in California, they are not true Gamay and their quality does not come close to their French cousins. With its lower alcohol content, Gamay is meant to be drunk soon after it is bottled. It is fresh, light and fruity.

GRENACHE (greh-NAHSH) Grenache is grown in Spain and California, but most notably in the southern Rhone valley of France. It is a very drinkable wine and in the past has been used in several red and rose jug wines in California. However, Grenache is gaining popularity as a fine stand alone grape in many areas. It is also commonly blended with Mourvedre and Sarah. Grenache is medium to full bodied with good structure and raspberry flavor.

MALBEC (MAHL-beck) Malbec is now the grape of Argentina where it thrives in their hot, dry summers. Once important in Bordeaux and the Loire Valley, it is one of the types of red wine grapes losing popularity there. Its acidity can vary and it is frequently blended with other Bordeaux varieties.

MERLOT (mur-LO) Merlot has become very popular in the last 10 years. It is one of the more drinkable types of red wine with its low acidity and mellow softness. Merlot is grown widely in many of the regions mentioned above and can be blended, particularly with Caber-net, or stand alone. Merlot has rich flavors of blackberry, plum and cherry.

NEBBIOLO (NEH-bee-oh-low) Nebbiolo is another of the types of red wine grape from Piedmont, Italy and is responsible for many of Italy’s finest red wines. Nebbiolo tends to be light and quite dry with high acidity, so it does well with considerable aging.

PINOT NOIR (PEE-no NWA) Pinot Noir is a difficult grape to grow, but yields an exceptional wine with great complexity when conditions are correct. It is grown in the Burgundy region of France, in Oregon and in the cooler regions of California. Many California grown Pinot Noir grapes are used for rose style champagnes. It has light to mod-erate body with deliciously varied aromas and flavors.

SANGIOVESE (san-geeo-VEHS-eh) The signature red wine grape of the Tuscany and Chianti regions, Sangiovese has been produced with little success out-side of Italy. A good Sangiovese can be beautiful and complex, with varied flavors. It is frequently blended with Cabernet.

WHITE WINETEMPERATURES You want to serve your white wines at 45 –55°F, depending upon the wine and your personal preference. A Reisling will be better a bit colder than a Pinot Gris or a Chardonnay.

Note: It is always better to serve white wine too warm than too cold.

READING WINE LABELS

BRAND NAME

TYPE OF WINE

YEAR PRODUCED

LOCATION WHERE PRODUCED

RELIABLEFOOD+WINE

COMBOS

OYSTERS + TRADITIONAL, UNOAKED CHABLIS

LAMB + RED BORDEAUx (CHIANTI IS GOOD WITH LAMB, TOO)

WALNUTS AND STILTON CHEESE + PORT

SALMON + PINOT NOIR

GORGONzOLA CHEESE + AMARONE

GRILLED FISH + VINHO VERDE

FOIE GRAS + SAUTERNES

BRAISED BEEF + BAROLO

SOUP + DRY AMONTILLADO SHERRY

GRILLED CHICKEN + BEAUJOLAIS

GREEN OLIVES + FINO OR MANzANILLA SHERRY

GOAT CHEESE + SANCERRE OR POUILLY-FUME

DARK CHOCOLATE + CALIFORNIA CABERNET SAUVIGNON

JUST STICK TO THESE CLASSIC WINE AND FOOD COMBINATIONS AND NO ONE WILL EVER FIND OUT YOU KNOW NOTHING ABOUT WINE.

USEFUL JARGON

AROMA OR BOUQUET The smell of a wine. Bouquet applies particularly to the aroma of older wines.

BODYThe apparent weight of a wine in your mouth (light, medium, or full)

CRISPA wine with refreshing acidity

DRYNot sweet

FINISHThe impression a wine leaves as you swallow it

FLAVOR INTENSITYHow strong or weak a wine’s flavors are

FRUITY A wine whose aromas and flavors suggest fruit; does not imply sweetness

OAKY A wine that has oak flavors (smoky, toasty)

SOFTA wine has a smooth rather than crisp mouthfeel

TANNICA red wine that is firm and leaves the mouth feeling dry

Inside spreads of educational booklet teaches about jargon, correct temperature, and how to make it look and sound like you know something about wine, when you actually know nothing.

Mikaela Tavernese's Design Portfolio

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