Work to be Included in Portfolio

Print

Menu: front cover folder


Menu, continued: inside spread, folder


Menu, continued: back cover folder


Menu: inside spread (3-panel folds to fit inside folder, above)


Menu, continued: outside spread (3-panel folds to fit inside folder, above)


Admit One: Art Book
Cover (below)


Admit One: Art Book
Title Page/Table of Contents (below)


Admit One: Art Book
selected contents (p 24-25)


Nutrition Notebook: 4-page, 2-color newsletter (p 1, below)


Nutrition Notebook, continued: (p 2-3, inside spread, below)


Nutrition Notebook, continued: (p 4, below)


HOW Magazine
Cover (below)


HOW, continued: table of contents (below)


HOW, continued: 2-page, inside spread (below)



Motion
Egypt slide show (below, Flash)


Walk Cycle (below, Flash)


Branching Story: "Casino" (below, Flash)



Websites
Storytelling Arts: homepage (below)
http://www.storytellingarts.net/


STA continued: audio pages (below)



Resolution: Movie Website
Homepage (below)


Resolution, continued: "Making Resolution" (intro/premise, below)


Resolution, continued: "Surveillance" (cast, below)


Resolution, continued: "Identify the Mole" (game, below)


St. Andrew's Church: Website
Homepage (below)


NJ Assoc. Realtors: Interactive Map (I chose the images, no coding.)
Summer Internship, 2008 (http://www.realstorynj.com/GetToKnowNJ.html)

5 Kuler Color Combos

5 colors Kuler picked based on colors present in my selected images (below)

I think warm, neutral earthtones (based on some of the combinations below) will look best with any of my portfolio pieces regardless of the predominant colors in the pieces themselves.

How Does My Work Speak To My Target Audience?

How does my work address my target audience’s values?

Assuming my target audience is Creative Marketing Alliance (CMA – or a similar venue) the print work in my portfolio represents an adequate (if not over-the-top) overview that I am an applicant worthy of consideration. It demonstrates that I know my way around InDesign and supporting programs (such as Photoshop) – able to conceive a design theme and produce a publication from beginning to end.

I know from my internship experience with CMA (further clarified by this weeks homework assignment) that they have an interest in someone who can “do it all” (Print, Websites, Motion graphics) but if there were an entry-level position available, my portfolio (and the print skills/talent demonstrated therein) could result in a “call back.”
As an aside, during my interview with CMA last spring, one of my potential supervisors inquired wether I had experience in Flash – sadly, at the time the answer was, “No” – because that was an area she was deficient in. I’m certain I could have increased my desirability had the answer been, “Yes” to the Flash question. Nevertheless, I suspect a portfolio ‘heavy’ in print can lead to other positions (at the company in question) where they need expertise.
Yet another aside, years ago a graphic artist friend of mine lost her job. She was kind of distraught, because (you know) getting laid off sucks. In any event, she was only part-time so it wasn’t like she was going to lose her house etc. Several months later, she found a job at a major local corporation as a proofreader. Through determination and finesse, she eventually found a job in this corporation’s art department designing publications and from there, websites. My point is: it only takes a foot in the door.

If not on-target, what edits need to be done to favorable impress my target audience?

I think the print area of my portfolio is fine… it could use some tweeks here and there but nothing major.
If I am going to include motion graphics in my portfolio as well (which I have every intention of doing so) I need to fix some typography issues in the “Walk Cycle” project and address some functionality issues in the “Branching Story: Casino” project.

My websites are the weakest because I can only offer screen captures (?) in my online portfolio and they’re not particularly compelling because they’re merely school projects – at the time, I was just learning this website stuff and I was trying to be “compelling” without the benefit of knowing what constituted “compelling.” But they’re websites nonetheless, and to claim by omission that I know nothing of web design, is to pay myself a disservice… I think?
As far as documentation/context goes, the manner in which I present the print work is crucial. Much to my shock, I learned (during the class crit of my work) the print projects – as they exist right now – are not self-explanatory. The “Menu” project has several folds and inserts which do not ‘read’, right now, as flat jpg’s just popping up on the screen. The same can be said of the “HOW Magazine: Front Cover and Table of Contents” project which was misunderstood to ‘read’ as one enormous layout – not two separate pages which are to be experienced one-at-a-time.
These projects (as well as “Admit One: B’way Musicals” book) will have to be rendered in Flash to demonstrate just how the project is intended to function in a 3-D context; whether that context is “flipping through” pages or “folding and inserting.” One of the drawbacks of a poorly rendered online portfolio is that the designer is not there to clear up misunderstandings. The online portfolio could have the unintended effect of a shot to the foot.

Various Formats Digital Portfolios Take

See Chapter 4, Designing a Digital Portfolio, pgs 60-64.

Portable Media
• Zip disks
• CD’s
• Mini CD’s
• DVD
• Laptop

Online
• Email
• Personal website
• Group presentations
• Gallery
• Resource book

1. Well, I’m taking DMA250 with the intent of designing my own portfolio so obviously a personal, online portfolio is at the top of my preferred formats. Although in a pinch, I’d email work to fulfill specific requests (I’ve done this in the past, when I didn’t know any better.)
2. If worse comes to worst, I might consider investigating the templates Sharpe Online offers.
3. I’d never leave portable media behind. Too easy to get lost in the office shuffle or worse yet they’d have trouble opening it… just all kind of horror stories spring to mind. Not to mention the COST! Yeah, like I’m going to buy 50 zip disks and leave them with strangers: not!

Potential Employer’s Target Audience

I chose to research Creative Marketing Alliance, http://www.cmasolutions.com/, because I interned with them last summer (2008.) It was our mutual understanding at that time, internship would not result in full-time employment. Since the experience was not totally horrendous, I’d consider working at similar venues in the future.
I picked out keywords from their website (bold italic) that I guess I should include in a description of myself if I were applying to this company.

CMA’s Target Audience
Look to CMA Marketing and Communication's seasoned marketing capabilities and experience for high-impact marketing campaigns and creative services that build market share and bolster the bottom line through proven strategic marketing solutions:
Positioning: CMA helps create and communicate an effective position for your business that is unique in its focus on customers' needs and wants and differentiated from competitors.
Branding: Effectively differentiating your products and services with key brand messages that are relevant to customers, and unique among your competitors, is a foundation to creating and sustaining competitive advantage, profitability and business growth.
Market Segmentation: CMA Marketing and Communications develops and communicates customer-focused messages that are credible, meaningful and motivational to the target audience.
Differentiation: A differentiated brand position is critical to creating barriers to entry against competitors and building share by communicating clear advantages for why a customer should do business with you instead of your competitors.

The Kind of Work CMA Does
CMA Marketing and Communications provides powerful, single-source solutions for building your business by offering fully integrated marketing services and programs through our seven business groups:
• Strategic Marketing
• Advertising
• Public Relations
• Sales Support
• Interactive Digital Communications
• Direct Response
• Publications

CMA’s Creative Capabilities
CMA’s award-winning design and copy team puts a single-source arsenal of creative tactics at your command from print ads and three-dimensional direct marketing packages to broadcast and interactive digital communications. The result is engaging and strategically-driven creative communications that power increased sales, bolder competitive positioning and differentiated brands.
The CMA design studio’s creative development process transforms strategic direction into hard-hitting, memorable and targeted communications that grab attention, arouse interest and motivate action. We define what we want the customer to do, know or feel. We then develop communications that deliver these messages and perceptions in a credible and engaging manner that speaks directly to customer needs.
Design/Art Direction
CMA communications leverage strong visual impact to flag down the target audience with relevant and high-impact graphic concepts. Our art directors view design as an integral part of the communications message, developing visually appealing art concepts that support the message and hammer it home.
CMA copywriters distill product or service benefits into persuasive messages that appeal to what customers have in mind—solving needs and aspirations or meeting business challenges. Often this entails translating sophisticated or technical subject matter into persuasive and benefit-driven copy that customers can identify with and respond to on a more human level.

CMA’s Work Values
CMA’s Philosophy
It is CMA’s operating philosophy that our marketing and management services are not an expense—they are an investment which must deliver a solid and measurable return.
CMA's senior management has a unique client-side perspective gained from years of experience as marketing executives for Fortune 100 companies. Our strategic thinking, client service ethic and laser-focus on delivering value and results come from people who've sat in your chair.
Our firm’s culture of teamwork is also the foundation of CMA’s working relationships with its clients. As a part of your team, CMA associates take your success personally, bringing a sense of urgency, a passion for service, and a dedication to delivering results to your marketing challenges.
We believe that the more successful we make our clients, the more successful they will make us. CMA has grown by helping other businesses and non-profit organizations grow through the collaborative spirit of people and businesses working together to grow together.

CMA’s Social Values
Our company has contributed pro bono promotional services to the American Cancer Society, the Eden Family of Programs Dreams Event, which benefits children and adults with autism, and Special Olympics New Jersey. CMA President Jeff Barnhart is past president of the Central Regional Chapter of the American Diabetes Association (ADA), New Jersey Affiliate, Inc. and a previous board member of the American Red Cross of Central New Jersey, where he recently was presented the Richard Mack Award for communications excellence by the National American Red Cross.
(My volunteer work at a food bank fits nicely into CMA's social values/giving back to the community etc.)

Education/Work Experience of my Potential Supervisor
Dave Sherwood was one of two supervisors I reported to directly several times a day. The other supervisor was female. The majority of the staff were female.
David Sherwood – Vice President, Creative Director
Dave Sherwood is the vice president, creative director for CMA. He is responsible for the agency’s conceptual and design development for all facets of marketing and association management client communications, sales materials and corporate and brand identity programs.
Dave is a key creative force at CMA and a catalyst for integrating client account management with creative development and implementation to achieve client-marketing objectives. Dave is a creative liaison for the agency, whose role is instrumental in successfully capturing a client’s vision and in turn, communicating that to the target public.
He has been driving the designs and graphic identities of CMA client communications almost from the agency’s inception, providing award-winning creative and art direction for many of the firm’s industrial, business-to-business and consumer clients. Dave has won more than 130 awards for his design efforts from such industry professional organizations as the New Jersey Advertising Club, the New Jersey Communications, Advertising and Marketing Association, the Jersey Shore Advertising and Public Relations Society and the International Association of Business Communicators.
A passionate sports fan and participator, Dave is accustomed to tackling any situation with attention to detail, as well as skilled in the ability of performing to the highest potential in high-pressure situations. Given the detail and deadline oriented nature of his position, Dave’s strengths outside of his professional life enable him to contribute to the design and implementation of creative programs that are on target with client expectations the first time around.
Dave graduated from Kean University in New Jersey with a BFA degree in Professional Level Design Studies.

Expectations
Judging from Dave’s education level, I think he’d expect me to (at minimum) have a certificate in my chosen field. Anything else is icing on the cake, including previous employment experience.

Location/Size of Company
Princeton Junction, NJ. 30 employees. (I just know this from having worked there. Number of employees is not mentioned in their website.)

Resume/Logo Version 2

The full-bleed effect on my previous resume was cause for concern, so I revised it.

Self-Assessment (Chapter 2: Designing a Digital Portfolio)

Strengths and Weaknesses
Education: Certificate/Bachelor’s degree

Educational experience in a supporting profession:
Typography, Graphic design, some user-interface/interaction

Work experience in a related/supporting profession:
Graphic design/print, Typography (10+ years)

Software training/experience:
Photoshop (better than average), Illustrator (better than average), Quark (better than average), InDesign (better than average), some Acrobat, Dreamweaver (about average/still learning), some Final Cut Pro (wouldn’t want to revisit this class)

Goals

Why am I making a digital portfolio?
Need the experience, looking for job (unemployed), professional project record

If your portfolio needs are job related, check the statements that apply:
I want to do specialized work in my profession*
My previous job was unfulfilling*

How do you like to work?
Alone and sometimes in collaboration or partnership

What is your preferred working environment?
I need a private space

Select the statement that fits you best:
I won’t accept some types of clients or client work (no catalogs!)

Personality
Check the words that best describe the work you’ve done (“no more than 5” – I chose 6, so sue me.)
Confident
Analytical
Detailed
Organized
Boring
Structured

Portfolio: Unifying Element, Documentation

Unifying Element: As I’ve stated earlier in this blog, I don’t trust myself when it comes to self-evaluation. I mean, I could claim to be the missing dauphin of France – doesn’t mean that I am. Nevertheless, when pressed to identify a/the unifying element(s) present in most of my work, I would hope organized, analytical, detail-oriented, geometric, clean, conservative, precise come to my user’s collective minds. I would not describe my work as the embodiment of a carefree, spontaneous or whimsical spirit.


I believe my resume (above) best illustrates the underlying design theme of my work. With only myself as the client/art director, I chose to present this face to the world. To me it says, “I’m proud of this work; it embodies the qualities I value; this is what you can expect from me.” Hopefully, it will dissuade further inquiries from greeting card companies.

Further examples of unifying elements found throughout my work:

Documentation: I think my work is best served in the ‘out-of-context’, stand-alone jpg format rather than existing in a 3-D environment. I’ve seen portfolios where the work was presented insitu and, to me, they’re very sophisticated looking but at the expense of seeing the entire layout. Focusing on the spine of a book with the cover blurred in the background isn’t presenting the whole story, so to speak. To me that says, “Yes, of course, I know how to design a book. In fact, I’m so good at it I’m not even going to bother showing you the entire thing – just take my word for it.”
Another argument for the jpg/screen format is the difficulty present in taking photographs of my work. I’m not a photographer, by any stretch – a realization I came to several months ago when I attempted to set up a still life featuring one of my pieces. By the time I finished adjusting aperture, lighting, angles, backgrounds etc, I concluded that I’d have to either get my skills up to speed as a photographer or hire someone who had the proper equipment and knew what he/she was doing. (See below.)

Resume/Logo Version 1

Industry Portfolio Audit: Content, Organization, Format

There were several portfolios I enjoyed navigating through. I wasn’t so much concerned with their content as I was with the question: Did the UI/UX hold my interest? Did I want to linger there? Or was it confusing and simply wasn’t worth the time trying to figure it out?
I’ve listed several online portfolios in my Portfolio Roll (to the right.) Two of the most memorable are: http://emilianorodriguez.com.ar/. It was intriguing to navigate and slightly irreverent – I mean, a big hairy guy lying on the grass might be off-putting to some. However, his personality came through along with his skill level and creativity.
The other one I especially liked was http://www.provoxmarketing.com/ – whimsical and highly effective vehicle of presentation, though bordering on the irreverent. Neither one of these sites is likely to attract conservative institutional interest and that may not be what the authors intended anyway. Lesson learned: define your target audience.
Another issue I have with online portfolios is scrolling. I don’t like having to endlessly scroll to the bottom of the page. I want to see the whole thing presented to fit on a 1024 x 768px screen – margins, even better (doesn’t looked cramped.)
Finally, I was especially drawn to portfolios which I think I could create (or incorporate elements thereof) given my present skill level. It’s one thing to admire the bells, whistles and fireworks; it’s quite another to try and recreate them.

Laying aside personal preferences, when researching online portfolios, it’s important to evaluate three key elements:

Content: The majority of the portfolios I looked at were studios or ad agencies showcasing their collective output which included motion graphics, websites and print. Since I believe my employment future lies in print, I focused my investigation on these sites print projects; I found it helps to compare ‘apples to apples’ and not muddy the water by looking at websites, motion graphics, video etc. It’s entertaining to look but it can be overwhelming too.

Organization: After looking at a number of professional and student portfolios (see http://alumni.academyart.edu/search_portfolio.jsp), I believe I can break my portfolio into four navigational elements; with three sub-elements:
Home – a dazzling homepage (including contact info.)
About – Brief bio (no resume), contact info
Portfolio – Print, Websites, Motion
Contact – Contact info appears several times in my website, so users wont have to search for it.

Format: I still can’t say with definitive authority when I look at a website, “That was created in Flash or HTML/CSS or JavaScript.” – and let’s not even go to PHP or AfterEffects or… God-knows-what else. I can entertain educated guesses regarding which languages were used to create them but as far as I’m concerned I’m still learning this stuff. Given my skill level and familiarity with scripts, the obvious choice for me is Flash (ActionScript) or HTML/CSS when it comes time to creating my digital portfolio.

Logo concepts