This project was completed as part of my BA in Graphic Design and Media Arts, with a concentration in Web Design curriculum. It demonstrates my ability to meet specific project briefs, adhere to deadlines, and apply design theory to simulated or real-world client scenarios.

Overview: Editorial & Brand Identity Exploration

This case study highlights a series of typography-driven assignments that transition from foundational brand development to complex editorial design. Each project focuses on balancing aesthetic appeal with strategic communication for diverse target audiences.

Project 1: Cultural Chronicles — Magazine Layout

Objective: Design an engaging educational magazine page for "The Cultural Chronicles" that inspires a lifelong appreciation for global cultures.

Target Audience: Readers aged 12–18.

Typography Strategy: I challenged myself by integrating three distinct typefaces to create contrast without competition:

• Heading: Lemon Milk — a modern, geometric sans-serif that appeals to the youth demographic.

• Body: Noto Serif — selected for its high readability in print-heavy layouts.

• Pull Quote: Farmhouse — a handwritten sans-serif used to provide a personable, nostalgic connection to the theme of "heritage".

Design & Color Theory: I extracted a vibrant palette of pink, lemon-lime yellow, and turquoise directly from the subject's garment. To maintain cultural integrity, I researched Native American color symbolism: pink for kindness, yellow for wisdom, and turquoise for prosperity.

Technical Execution: I used Photoshop to create a transparent background for the subject, then utilized a text wrap in InDesign to create movement and attract the attention of a younger audience.

Project 2: Pualani Flower Shop — Visual Identity

Objective: Create a cohesive style tile to establish the visual language for a floral boutique.

• Brand Identity: The logo pairs a script typeface with modern imagery to evoke the "aloha" spirit of the brand.

• Type Hierarchy: I utilized Montserrat in varying weights to establish a clear information hierarchy.

  • Header: 26pt bold for immediate impact.

  • Subhead: 18pt for secondary messaging.

  • Body: 12pt for mission-driven content.

• Visual Elements: The color palette and imagery were selected to reflect the indigenous flora of Hawai'i, ensuring the brand felt locally grown and authentic.

Project 3: Roy’s Wellness Center — Newsletter Design

Objective: Organize technical health information into a scannable, professional newsletter layout.

• Layout Structure: I implemented a three-column grid to manage text-heavy content while maintaining white space for readability.

• Typography for Impact: Used a bold, condensed sans-serif masthead to establish the "Wellness News" brand.

  • Employed high-contrast orange and blue headers to guide the reader through different segments of the article.

• Outcome: The final design presents chiropractic care as an accessible, non-invasive approach to health through a clean and trustworthy aesthetic.

Key Takeaways

Audience-Centric Design: Every typeface and color choice was justified by the specific needs and attention spans of the target demographic.

Technical Proficiency: These projects demonstrate a strong command of InDesign and Photoshop, specifically in image extraction, color theme generation, and complex typography management.

Ethical Considerations: In the editorial work, I prioritized the use of real photography over AI-generated images to avoid cultural appropriation and ensure authentic representation.