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Jessica Lang Design
Jessica Lang Design
Project: Branding + Template Design
Client: Sephora USA, Inc.
Disciplines: Illustrator, Photoshop, PowerPoint
Description: Sephora is a global cosmetics retailer headquartered in San Francisco. Their Store Development department, comprised of three segments: Real Estate, Store Planning and Construction, requested a new department logo and coordinating PowerPoint template. As outlined in the project requirements, all elements utilize Sephora’s corporate logo, black and red color scheme, and for the presentation template, Sephora’s custom corporate fonts.
The goal of the Store Dev logo design needs to visually represent each of the three department pillars. Multiple concepts were explored, some with more literal representations of each pillar (such as icons), and others with a more nuanced approach. The selected design is in the latter category, a nod to architectural sketches with a subtle grid of tapered lines. “Store Dev”, in a simple, sophisticated typography, enframes the Sephora logo, giving the feeling of integration between department and company.
The PowerPoint template boasts a clean, professional design with ample space for written content. Thin lines extend vertically and horizontally from the logo’s grid, integrating the logo into the slide layout. A traditional serif typeface is used for the slide title to balance the content text, a custom Sephora sans serif font.
As part of the logo exploration, I included a concept based on custom icons. While the client ultimately selected a different logo design, she found value in the icons and requested I create a set of custom Store Dev icons to be used across various presentations. The set includes icons illustrating location, in-store shelving, and perfume displays, among others.
Project: Branding + Website Design
Client: The Kids Clinic Behavioral Health, PLLC
Disciplines: Illustrator, InDesign, Photoshop, Squarespace
Description: The Kids Clinic Behavioral Health, PLLC is an adolescent psychiatric healthcare clinic in Seattle serving adolescents age 4 to 18 years old. The client requested a complete re-branding exercise including a new logo, business stationery and coordinating website (thekidsclinicseattle.com).
The client’s preferred design aesthetic can be described as clean, simple and geometric-centric. Numerous concepts were provided, most meeting these preferences, however I anticipated she may be drawn to a softer, more welcoming concept, which is ultimately what she selected. The branding needed to appeal to adolescents and parents alike, which it does well with the sophisticated color palette and sans serif typeface of “the kids clinic” paired with the whimsical leaf sketch and script typeface of “behavioral health, pllc”.
After finalizing the logo, I expanded the branding across a business card, letterhead, appointment reminder postcard (with custom hand illustration) and return address stickers. Once all print materials were in production I moved to the next step: creating a coordinating website complete with a Patient Portal (full patient resources) and a payment plugin for clients invoice payments. The color scheme, ample white space, and the simple typography and layout nicely complement the brand personality.
Project: Wedding Stationery
Client: Christie Miller & Greg Newman
Disciplines: Illustrator, InDesign, Photoshop
Description: This Hollywood Wedding invitation suite was designed for a client’s wedding in Los Angeles at a beautifully renovated old theater. The venue boasts high ceilings, ornate woodwork and a lush courtyard in downtown LA. The client was looking for an old Hollywood, art deco vibe combined with the Beverly Hills Hotel palm leaf motif.
The palm leaves, by nature, bring a tropical vibe to the design. To create a sophisticated, formal event aesthetic, I incorporated the elongated hexagon to elevate the palm leaf design from tropical to “Beverly Hills”. The individual palm leaves were procured from Creative Market and edited to customize coloring and shape. Each leaf was arranged individually and specifically with each piece of stationery in mind.
The typeface choices were instrumental in achieving the desired look and feel of the invitation suite. An eclectic, art deco-inspired typeface was selected for the focus of the invitation: the bride and groom’s names. A clean sans serif typeface paired with the playful Beverly Hills Hotel-esq script allow the couples’ names to pop while still providing visual interest.
The client and her fiancé are a fun, laid back pair that although are hosting a formal wedding, have a more casual nature about them. To add a touch of their casual side, I incorporated the pale pink of the bridesmaid dresses as well as the playful script typeface.
Credit: Palm leaves by Tropicana
Project: Marketing Material Development
Client: Bay Area Propane
Disciplines: Illustrator, InDesign, Photoshop
Description: Bay Area Propane is a family-owned and operated propane delivery company serving the greater Bay Area. The co-owner was in need of new marketing materials including a sales brochure and a series of customized images to use across various mediums.
Project: Branding
Client: Talking Time Speech & Language Therapy
Disciplines: Illustrator, InDesign, Photoshop
Description: Talking Time is a new pediatric speech and language therapy practice based in San Francisco, CA. As a newly established business, the owner of the practice was looking for a scaled down branding exercise consisting of a logo and business card. The branding must appeal to the parents of clients but remain approachable for children and clearly communicate the pediatric focus (ages 18 months to 12 years).
The client requested the incorporation of a clock element in the logo with the time set to 4:15 (415 being the San Francisco area code). She also requested a color pallet that is relaxed, appealing to children yet still communicates professionalism.
In my research of other similar practices, I observed color pallets tended to skew primary or neon. I wanted to avoid both in an effort to differentiate Talking Time and to provide a more modern look, which is achieved by the muted teal and plum color pallet.
In selecting the typefaces, my goal was to find a primary typeface that is playful and fun while maintaining legibility and pair it with a secondary typeface that provides an element of structure and professionalism.
Project: Lifestyle Magazine
Student Project: InDesign
Disciplines: Illustrator, InDesign, Photoshop
Description: Langley Lifestyle is a trendy lifestyle magazine issued quarterly, designed to inspire its readers to entertain at home with everything from well-planned menus and delicious recipes to sophisticated and stylish home decor tips.
Langley Lifestyle is a combination of name and hobby. The name Langley was developed by combining my maiden name (Lindsley) and my married name (Lang). Entertaining is something I truly enjoy and a quarterly like Langley Lifestyle would provide fresh ideas and ease to hosting.
To develop the aesthetic, I researched various cooking and home decor magazines along with brands that are in line with the messaging of Langley Lifestyle. The layout focuses on white space as a way to accentuate the beautiful photography, purposeful typography and results in an overall clean, sophisticated feel. The on-trend color palette of natural mauve and jewel tone green is designed to speak to the target audience of women ages 25 to 55.
Project: Packaging
Student Project: Portfolio Development
Disciplines: Illustrator, InDesign, Photoshop
Description: L’Artiste Chocolate is an artisanal chocolate brand inspired by my mother, who has a profound love of excellent chocolate and a distinct talent for creating beautiful botanical art.
The watercolor paintings used to create the L’Artiste packaging were all hand painted by my exceptionally talented mom, Carol Stanley. She graciously allowed me to borrow her beautiful artwork to create this elegant, artisanal chocolate brand. The name, “l’artiste” – French for “the artist” – is a reference to my mom, who is true artist in many forms – painter, seamstress, chef, among others.
For the logotype, I sought a typeface that would complement, and not distract from, the artwork. I selected a delicate, condensed sans serif font for the brand name and an italic serif font for the for the chocolate and flavor details, all in lowercase. The bounding box and diagonal line are both done in light stoke and meant to add an element of structure while allowing the artwork be the focus.
In order to create a ready for market package, I researched and applied FDA regulations on food packaging. This includes the net weight on the front of the package, nutrition and ingredient information on the back along with minimum type size and placement of these elements.
To expand on the brand, I envision a branded shop with an understated sign out front and sophisticated chocolate related artwork. I designed a piece of wall décor for the shop - a poster diagramming the cacao bean. The diagram labels the various elements of the cacao bean in a classic, retro style.
Additionally, I designed a brand website that includes the L’Artiste story, an online shop and information on the brick and mortar shop.
Credit: watercolor paintings by Carol Stanley
Project: Package Design
Student Project: Portfolio Development
Disciplines: Illustrator, InDesign, Photoshop
Description: Field & Vine is a premium wine brand created to showcase the top varietals of California wine country. Sophisticated, simple and clean, the brand is designed to appeal to the informed wine consumer looking for an elevated experience of the true expressions of California’s varietals.
Typeface selection was very important as it is the focus of the design. The ampersand style of the typeface was of particular importance as I specifically wanted the enclosed, modern style “&”. I selected a sophisticated serif typeface for the logotype and used only lowercase letters to bring an element of approachability to the design. For the vintage, varietal and legalities I used a serif typeface comprised of all small caps to balance the lowercase logotype.
The color pallet was designed to differentiate the varietals from one another visually while also being a natural fit for the wines. Shades of red relative to the wine style were used for the red varietals, ranging from a dusty burgundy for the Pinot Noir to a deep crimson for the Cabernet Sauvignon. To maintain the sophistication of the brand, I avoided the typical yellows, blue greens and pinks used for Chardonnay, Sauvignon Blanc and Rosé and instead selected metallic foil. A gold foil for Chardonnay, silver for Sauvignon Blanc and rose gold for Rosé. The white textured label has a high end, premium feel while the black capsule showcases the brand signature, the ampersand.
Project: Ad Campaign with Photoshop Composite
Student Project: Portfolio Development
Disciplines: Photoshop, InDesign, Illustrator
Description: Chanel is a timeless, high fashion designer brand that is well known worldwide. The brand’s signature scent, Chanel No. 5, will be celebrating 100 years in 2021. This ad campaign and gallery exhibit are designed to commemorate the milestone by showcasing the perfume’s prevalence and relevancy over the past ten decades.
The campaign is comprised of a series of Photoshop compositions highlighting Chanel No. 5. The iconic perfume is incorporated into photos spanning from the 1920s to today, showing its versatility and longevity. Each photo was selected as a snapshot of the fashion of the times, from the clothing to the subject of the photo. The perfume bottle is seamlessly integrated into the photos, placed in the hand of each woman to appear as an original element of the photographs.
The integration of the perfume bottle required product isolation, a series of transformation tools, filters and adjustments. Adding shadows in a natural position was essential to grounding the product in the photos.
The ad campaign is comprised of a series of pieces ranging in size from a large billboard to a smaller bus top poster. The gallery exhibit is a designed to showcase the Chanel brand and celebrate the iconic perfume’s achievement in standing the test of time.
