sandra kelly

Branding and Vehicle Graphics.

OBJECTIVES Develop a logo and brand for the launch of The Arc of Ulster Greene’s new cafe: Blackboard Bistro.

Implement the new brand into signage, vehicle graphics, business cards, and promotional materials.

Basil & Rosemary: A Chef’s Story Told Through Meals, is an instructive cookbook and eBook, which features a small collection of traditional Lebanese and Hungarian dishes.

I spent over twenty years working as a head chef, so developing a cookbook for my thesis project seemed a natural choice for me. I love food. I love to create with food. For many years, the only way I could express myself creatively was in the kitchen. Food, family and friends go hand in hand. For this reason, I wanted to create a cookbook that focuses on family, food and the traditions I grew up with.

The story, design, illustrations and hand lettering were all produced by me. Challenging as this project was it pushed me to rethink my design approach and revisit my fine art roots, forcing me to step away from the screen and create content with paper and pencil.

Branding Identity project.

For this project, we were given a restaurant category to work with. I was assigned Italian.  We then set the restaurant service concepts such as; location, price range, visual presentation, chef, and possible color schemes. We also needed take into consideration possible customer demographics such as gender, age and ethnicity.

Visualizing the client and research were key aspects of my design's development.

My final visual outcome consisted of; a logotype design, signage, dinner menu and wine list, take out bags, stationary, business cards and coasters.  I also produced a wireframe for a web presence, which included; a home page, about page, menus and photo gallery and a reservation/contact/direction page.

Poster Design For Woodstock farm animal sanctuary

Using type and image, we were instructed to design a poster series for our client, Woodstock Farm Animal Sanctuary, located in up State New York. The event was called July Jamboree and their target audience were family’s, mainly with young children.  

We needed to conceptually consider how we could communicate resonating messages, through powerful visual metaphors, rather than accepted clichés.

Using InDesign and Illustrator, I created two different final versions of an 11” x 17” full-color poster design for WFAS’s campaign.  I designed one poster to be more appealing to children and one that would petition to both parents and their kids.

Mapping Kingston NY

For this project, we were to create a map centered around a particular area of Kingston N.Y.  I chose to highlight the city of Kingston’s fine parks and recreation.

In Illustrator, I designed a map that included one section of Kingston in great detail, plus the main roots and intersections to get these various locations. In addition, the map also highlights churches, hospitals and other communal destinations.

For this project we were instructed to design a DPS that include; horizontal and vertical layouts of all pages, cover article, table of contents with working links to additional articles, two articles with two pages each and one working slide show. 

In addition, I incorporated two more Folio overlays, which consist of video content and a panorama pan & zoom image.  Accompanied by a sources page which including working links crediting sources for any text or images used in my publication.

Our design and content needed be relevant and appropriate for consideration of the format and features of the iPad such as touch screen, screen rotation and scrolling. We also, needed to focus on how the reading experience could be enhanced and/or altered by the iPad format.

For this project, we were told to select a typeface that we found compelling and incorporate it into a cover design for U&LC magazine while also including the alphabet.  I chose Gill Sans because I felt that it had some awkward and yet, beautiful features.

Plus, it was super fun to work with for this particular project.  It gave me the opportunity to experiment with the fonts various weights and color; creating interesting negative space within the composition. 

For this project, we were given a hypothetical scenario.

The Museum of Modern Art (MoMA) is launching an online video library that will be made available on their website as well as in Apple iTunes. The documentary film series titled, Design through the Ages, is primarily about graphic design and related arts but also covers architecture, music, fashion and fine art from selected eras.

Each film was to carry the title, Design through the Ages as well as the name of the design movement that is the film’s focus.

Our challenge was to use a combination of typography and image to successfully communicate and reflect the cultural identity and era for each of five films in the series. Though our design we would reflect the era, and our own artistic vision while incorporating contemporary design principles. 

This project was produced in Type & Image. We were instructed to follow the SPD magazine competition guidelines. I picked a topic that interested me (minimalist camping) and created my spreads in Indesign & Photoshop.

I took this opportunity to experiment with knock out text and wrapping text around an image. 

The premise of this project was to take a contrived business created by a fellow classmate and create the branding identity for said business. 

For Mama’s Treats, I designed the logotype & stationary, business cards, brochure and produced a wireframe for a web presence.