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My Role

  • Collaborated with Lead Designer Brenda Hawley, Character Artist Shawn Boyles, and Creative Director Devin Wakefield to ideate characters and refine character details.

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  • Selected Pantones and created color layouts, highlights,and shading for characters, patterns, and environments.

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  • Designed layouts for a range of products, including black and rainbow leggings, a nightgown, notepad, blanket, lunchbox, and keychains.

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  • Prepared detailed tech packs for manufacturers, including specifications, color callouts, and layout guides to ensure accurate production.

Shonduras
Brand Guide

Goal

Shonduras, or Shaun McBride, describes himself as a "professional fun haver". He is best known for being the founder of the Spacestation, father of A For Adley, and being on the Forbes 30 under 30 list. I personally would describe him as a creativity-driven, spirited, counter-culture creator. Which made approaching his brand guide a unique task.

 

My team and I knew that we couldn't take the traditional route on this project. His brand guide needed to reflect his personality and take a narrative-driven approach versus a highly technical one. So we had the exciting challenge of breaking design rules while still communicating the necessary information in an informal manner. With multiple rounds of iterating and pushing the content/design as far as we could, we successfully captured the visual representation of Shonduras. For internal use only, the guide has lead to greater visual cohesion in the brand, confidence amongst team members who work with the brand, categorized and organized content for ease of use, and a very happy Shonduras.

My Role

  • Executed all preliminary research, including: watching hours of Shonduras content, creating a word map that defines and expands upon the brand, and gathering existing assets. 
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  • Collaborated with Lead Designer Brenda Hawley and Creative Director Devin Wakefield on the design of the guide.

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  • Selected Pantone colors.

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  • Gathered photography assets and created an organizational system for them.
     

  • Created multiple textural assets for the brand, including torn paper, newspaper, halftone, and grunge ink effects.

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  • Pages I was responsible for: Cover, Logo, Color, Photos

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  • Packaging and delivering final assets.

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