Hailey Romero Portfolio

2019
BFA GRAPHIC DESIGN
HAILEY ROMERO

CONTENTS
04
EYE ON DESIGN
editorial design
16
28
40
52
FOND FURNITURE
branding + identity
BLOOP FILM FESTIVAL
branding + identity
RUMBLE + RAMBLE
packaging + branding + identity
KEEN CONTEMPORARY BLACKLETTER
type design

PROJECT 1
editorial cover
xxxx
01
EYE ON DESIGN
xxxx
editorial
spread + cover design
digital publication
poster design
This editorial design is an interpretation of an article from AIGA’s Eye on
Design online publication. The article featured, “Why and When It’s Worth
It to Work for Free”, discusses advice from Paula Scher on the importance
of forgoing money for experience and creative control over a project. My
design choices reinforced the message of the text. The imagery in the
design features symbols of freedom, power, and creativity, coupled with
subtle humor. I also took elements from various forms of currency as
patterns, image treatment, and typography.
4 5

PROJECT 1
packaging
PROJECT 1
cover design
EYE ON DESIGN
EYE ON DESIGN
#000000 #231f20 #f2c24b #ffffff #fff7e1
6 7

PROJECT 2
introduction spread
PROJECT 1
experimental spread
FOND FURNITURE
EYE ON DESIGN
8 9

PROJECT 1
article spread
PROJECT 1
article spread
EYE ON DESIGN
EYE ON DESIGN
10 11

PROJECT 1
caption
PROJECT 1
spreads
FOND FURNITURE
EYE ON DESIGN
12
13

PROJECT 2
poster
PROJECT 1
digital publication
FOND FURNITURE
EYE ON DESIGN
14 15

PROJECT 2
mural
xxxx
02
FOND FURNITURE
xxxx
branding + identity
logo
editorial design
packaging
social media
web design
Fond Furniture is an LA based company providing eco-friendly furniture.
The harmful trend of fast fashion has made an impact on the furniture
industry, and Fond wants to make their motives clear on the importance of
furnishing a home in the most sustainable way.
Everything is made from 100% recycled material and is Fair Trade Certified.
A branding identity was established to help Fond communicate their vision
of a simple, familiar, and resourceful company that will help others make
their house a home while providing ways to lessen the impact on the planet.
The logo, which incorporates a leaf in the terminal of the letter F,
eminates the company’s vision of using natural and ethical resources. It is
accompanied by warm, muted tones and organic patterns that are inspired
by the furniture and surrounding nature.
16 17

PROJECT 2
stationary
PROJECT 1
social media
FOND FURNITURE
FOND FURNITURE
#6e6157 #ab9c87 #d69c66 #e3e3de #fff2de
18
19

PROJECT 2
catalogue cover
PROJECT 2
catalogue spreads
FOND FURNITURE
FOND FURNITURE
20
21

PROJECT 2
mailer
PROJECT 2
hang tag
FOND FURNITURE
FOND FURNITURE
22
23

PROJECT 2
homepage
PROJECT 2
webpages
FOND FURNITURE
FOND FURNITURE
24
25

F
PROJECT 1
caption
PROJECT 2
product box
FOND FURNITURE
FOND FURNITURE
Gold
CHERYL
LAMP
12x12”
10 lbs
SKU: 13347
E C O
MADE IN THE USA
U
-
R
F R
N
I
I
E N D
T
U
L Y
E
R
26
27

PROJECT 3
poster series
xxxx
03
BLOOP FILM FESTIVAL
xxxx
branding + identity
logo
wayfinding
editorial design
merchandise
billboard
event tickets
BLOOP is a film festival for aspiring directors and filmmakers. Their goal is to
create an inviting culture for amateurs to showcase their work and promote
creative freedom in an environment that is understanding of growth. It is also
an opportunity for viewers to support independent films. The festival targets a
younger audience of high school and college age creatives, so it was important
that the design and applications appeal to them.
The vision for the brand identity was to focus on the ‘blooper’ aspect of
filmmaking that would encourage future submitters to embrace mistakes and
make progress through failure. The cut out areas of the BLOOP logo and
glitched handling of the imagery resemble a sense of cutting, editing, and
roadblocks along the way. It also mirrors the idea of putting the pieces together
over time to become whole in their profession as they gain experience.
Small details in the designs reflect the nature of cameras and filming. The
grayscale scheme is reminiscent of film’s past, the staggered blocks are pulled
from clappers and television test cards used to calibrate cameras, and LCD
screen markers frame the posters as a tribute to the future of filming.
28 29

PROJECT 3
film waiting screen
PROJECT 3
wayfinding
BLOOP FILM FESTIVAL
BLOOP FILM FESTIVAL
#000000 #595a5c #d5d7d8 #ffffff
30 31

PROJECT 3
merchandise
PROJECT 1
caption
BLOOP FILM FESTIVAL
FOND FURNITURE
32
33

PROJECT 3
program exterior
PROJECT 3
program interior
BLOOP FILM FESTIVAL
BLOOP FILM FESTIVVAL
34 35

PROJECT 3
event poster
PROJECT 3
event poster
BLOOP FILM FESTIVAL
BLOOP FILM FESTIVAL
36 37

PROJECT 1
caption
PROJECT 3
tickets
FOND FURNITURE
BLOOP FILM FESTIVAL
38
39

PROJECT 4
packaging
XXXX
04
RUMBLE + RAMBLE
XXXX
branding + identity + packaging
packaging
logo
social media
poster series
Rumble + Ramble is a witty bandage company that knocks out the competition. The retail
aisle of the first aid supplies are oversaturated with blue boxes with images of bandages and
stagnant design. Rumble + Ramble is a solution to a gap in the bandage packaging market
with their bold design. The goal is to attract an audience of humorous people who like to go
against the grain for everything, including first-aid necessities.
The brandmark is made up of jumbled, dynamic letters to reference the tumbles of everyday
life, boxing gloves as a symbol of toughness, and polka dots that reflect the texture of the
product. The packaging was designed to be efficient, portable, and aims to limit its impact
on the environment.
40 41

PROJECT 4
primary + secondary marks
PROJECT 4
printed package design
RUMBLE + RAMBLE
RUMBLE + RAMBLE
bandages
RUMBLE + RAMBLE
bandages
#6e6157 #ab9c87 #d69c66 #e3e3de #fff2de
42 43

PROJECT 4
packaging
PROJECT 4
typeface
RUMBLE + RAMBLE
ABCDE
RUMBLE + RAMBLE
FGHIJK
LMNOP
QRSTU
VWXYZ
44 45

PROJECT 4
ointment design
PROJECT 1
caption
RUMBLE + RAMBLE
FOND FURNITURE
46
47

PROJECT 4
packaging
PROJECT 4
packaging
RUMBLE + RAMBLE
RUMBLE + RAMBLE
48 49

PROJECT 4
antibacterial wipes
PROJECT 1
caption
RUMBLE + RAMBLE
FOND FURNITURE
DIVIDER 1
PROBLEM
SOLUTION
PROGRAMS
DESIGNED MATERIALS
50
51

PROJECT 5
type specimen cover
xxxx
05
KEEN CONTEMPORARY
BLACKLETTER
xxxx
type design
type specimen publication
poster design
shirt design
Keen is a unique, three-dimensional blackletter typeface sketched by
hand and then digitally built as a one weight uppercase typeface with 26
characters, 10 numerals, and 13 symbols. It was inspired by historical hand
lettering and Milton Glaser’s blockletter typeface, “Kitchen”.
At it’s core, Keen has a blackletter base, but with its dimensionality, it is
unlike any other. It has sharp points and angles, accompanied with bold
blocks, which makes it perfect for display. Because of it’s unconventional
and edgy appearance, it works well as a typeface for aspects of the
entertainment industry with similar aesthetics.
The type specimen uses elements relative to film and music with stage and
film imagery, as well as lyrics from Madvillain’s Rhinestone Cowboy. It is a
song by an unconventional hip hop artist who had to work hard to get big,
referencing a 70’s country song about the artist’s rise to fame. Rhinestone
Cowboy and its concept represent the typeface’s potentional the best.
52 53

PROJECT 5
title
PROJECT 5
type specimen intro spreads
KEEN CONTEMPORARY BLACKLETTER
KEEN CONTEMPORARY BLACKLETTER
#1a191b #231f20 #ffffff
54 55

PROJECT 5
process sketch
PROJECT 1
caption
KEEN CONTEMPORARY BLACKLETTER
FOND FURNITURE
56
57

PROJECT 5
experimental spreads
PROJECT 5
numeral showcase
KEEN CONTEMPORARY BLACKLETTER
KEEN CONTEMPORARY BLACKLETTER
58 59

PROJECT 5
symbols showcase
PROJECT 5
merchandise
KEEN CONTEMPORARY BLACKLETTER
KEEN CONTEMPORARY BLACKLETTER
60 61