melissa ford » portfolio

m
melissa ford » portfolio
a compilation of freelance & agency work
t. 203 209 2190 e. mkfdesign@gmail.com w. mkfdesignspace.com
brand identity
IS F OR
.com
beer
IS FOR
.COM
beerisfor
GIRLS
.COM
Logo variations for a web start-up company – beerisforgirls.com – a site
dedicated to educating girls on different types of beers and hosting bar
Client: Beerisforgirls.com
tasting events. The first idea uses the female symbol morphing into a
bottle opener. The second version uses an iconic bottle top that would
also work as an interactive web component. The last lock-up depicts beer
as the new Martini.
A logo was developed for this company to emphasize its unique
Client: bonavist
platform as a provider of mobile insurance applications. In addition
to a logo, icons were developed to further emphasize the cellphone
software. The clean, modern design establishes bonavist as an
entrepreneurial technology company.
A logo design that is clean and contemporary and draws inspiration
Client: Sweet Peas Market
from the name was established to create a unique identity for this
neighborhood bodega. A modern design fit for its trendy South Norwalk
location ensures it attracts the right target market and sets the company
up for future ventures into catering & dining.
This brand identity was created to emphasize the unique attribute of
Client: ProHealth Partners
this company, which provides healthcare services to people
inside their homes. In addition to a logo, a brochure was also
developed to appeal to the elderly population who would be most
interested in this convenient service.
sales kits
To get the sales team excited about the new hair care strategy designed
to “revive” the category, Unilever wanted to create a unique sales kit and
Client: Unilever
engaging team identity. With that, Hair: The Revival was born. The music
theme was prominent through the delivery of the kit, which was packaged
in a disc storage box and included an iPod shuffle, rocker sunglasses and
an iTunes playlist with songs by artists known for their hair.
With the launch of pro•age, Dove set out to change the perception of
aging. While most companies promised winkle reducing creams and
Client: Unilever
anti-aging antidotes, Dove chose to take a positive spin, encouraging
woman to embrace their beauty. To excite the sales force about this
initiative, this sales kit was packaged in a branded wine kit; communicating
that like a fine wine, some things get better...and better...with pro•age.
This kit was created as both a celebration of Dove’s 50th anniversary,
and a communication vehicle to generate excitement around the new
Client: Unilever
packaging and 2007 campaign. To reinforce the golden anniversary as well
as the new gold accents on the packaging, it was packaged in three tiered
boxes tied with a gold bow. A book tells the story of Dove’s philosophies
and evolution over the years.
This sell sheet template and folder packet highlights Integrated Marketing
Client: Integrated Marketing Services
Services’ creative capabilities. In addition to informing potential clients
about these unique creative services, they also work to establish a consistent
visual style for the company. The design allows for the creative project to
stand out and color coding sets up a design system for future additions.
marketing & signage
scratch & sniff bookmark
advertisement
handout
The Dove go fresh launch was one of the biggest initiatives for the brand
Client: Unilever
in 2008. In-store promotions were a big part of its success as it worked
to appeal to a younger demographic and shed its stereotype as a brand
for older woman. The use of bright colors and unique communication
vehicles helped to attract young female shoppers and encourage trial.
This event set was designed to look like a wardrobe to connect the
Client: Unilever
Dove Ultimate Clear Sleeveless Ready campaign to sleeveless fashion.
Shoppers were also given a handout designed as a door hanger. The
wardrobe concept was later integrated into the Dove Deodorant website
and celebrity sleeveless fashion charity auction.
This ad was created to appeal to the hispanic consumer and to introduce
Client: Unilever
this new laundry detergent which takes its inspiration from music. The
“floral melody”scent is bursting from the bottle and an element of rhythm
and dance common to the spanish culture is depicted in the background
illustrations as well as the language.
This signage was created for the 2008 Integrated Marketing Services
annual meeting in Las Vegas. It played off the music theme “IN unplugged”
Client: Integrated Marketing Services
and included oversized guitar signage as well as music trivia table tents
and bowl centerpieces molded out of old record albums. The name tags
were designed to look like VIP backstage passes and ticket stubs were
scattered on the tables to further emphasize the music themed event.
This poster advertises the Norwalk Symphony Orchestra Benefit
Client: Norwalk Symphony Orchestra
Concert. The graphics and energetic design highlight the main
musical act who is known for his jazz and rock style. It was designed to
appeal to a younger, hipper demographic and differentiate this show
from the typical orchestra concert.
This vending machine was designed to appeal to a young teenage
demographic and showcase the new Super Chill Soda design.
Client: SuperValu
The snowboarding theme ties into the alternative, trendy image
the brand wants to project while also communicating the ice cold
quality of the beverage.
This associate communication concept is designed to reveal the new
Tops packaging and excite the employees about the company’s Private
Client: Tops
Label portfolio. With the current economic conditions, Private Label
products are gaining popularity and are experiencing their turn in the
“spotlight. The copy and design are done in an editorial style to draw
attention to this relevant trend in the marketplace.
This associate communication campaign was developed to create
excitement around the launch of the new trendy, Super Chill
Client: SuperValu
soft drink line. The idea plays off the exclusive VIP status of the drink
as it is only available to SuperValu retailers and customers. The party
vibe also plays into its relevance as a soft drink and creates a feeling
of excitement around the launch of this new product.
This concept is designed to speak to value while elevating the
design to reflect something more aspirational. It will appeal
Client: Topco
to the smart, savvy, deal finding shopper as opposed to the
traditional penny pincher. People can feel good about saving
a few bucks when the idea is presented as a win/win situation.
The clean design brings the brand to a more contemporary place.
This concept plays off the ValuTime name by positioning the dinner
plate fork and knife as a clock. In addition to tying in the brand name
Client: Topco
the concept also speaks to the breath of the product line as providing
items for any time of day — breakfast, lunch or dinner. This particular
layout emphasizes the carrots and peas, but the idea is campaignable
to include any of their offerings.
This signage was proposed as an alternate idea to draw attention to the
fresh offerings of the Safeway produce department. The illustrations are
Client: Safeway
reminiscent of local farm stand signage, which help establish the store as
an authority in fresh foods. The signage maintains a premium feel in line with
the Safeway brand, while at the same time using deconstructed type and
illustrations to give it a handmade feel.
This concept was designed to mimic a winning game plan
to create excitement around the Meijer Superbowl Meal Deal.
Client: Meijer
The look & copy speak directly to football fans telling them
they can “score a touchdown” at their party with good food
at a great value.
spec work
she loves to swing.
She's Paula Kennedy, Publicist of Shape Magazine. She loves
competing in triathlons. She loves having a little black book.
She plays with a Callaway FT-i Squareway Driver.
she plays.
callawaygolf.com
This campaign is designed to appeal to the modern female golfer
Spec: Calloway Golf
and rid golf of its stuffy suburban country club stereotypes. It
uses typical golf terms as they relate to these particular alternative
lifestyles, creating a campaign with an element of sex appeal and
trend setting outside the norm of traditional golf advertising.
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callawaygolf.com
callawaygolf.com
This campaign is designed to appeal to the modern female golfer
Spec: Callaway Golf
and rid golf of its stuffy suburban country club stereotypes. It
uses typical golf terms as they relate to these particular alternative
lifestyles, creating a campaign with an element of sex appeal and
trend setting outside the norm of traditional golf advertising.
she goes green.
She’s Gwen Casey, a sociology Major at Colorado College.
She’s taking steps to reduce her school’s carbon footprint
and takes prides in saving the planet. She plays with Callaway
Hybrids, which also help save strokes of her game.
she plays.
callawaygolf.com
This campaign is designed to appeal to alternative lifestyles not
Spec: Calloway Golf
typically associated with the game of the golf. In this respect it
elevates the game of golf to a mainstream audience by bringing
it a step above stereo typical suburban golfer. It depicts golf as
a trendy sport that has an element of surprise that you wouldn’t
kidrobot.com
kidrobot.com
color me!
decorate me!
kidrobot
70 Greene Street
New York, NY 10012
kidrobot
70 Greene Street
New York, NY 10012
The kidrobot store sells unique toys, collector items and clothing created
Spec: kidrobot
by different designers. One of their main items, a character called “munny”
is a blank vinyl toy which people can design themselves. This advertising
draws attention to the collaborative design aspect of the brand by
encouraging people to contribute to the design as part of a public art project.
aveeno.com
reduces wrinkles.
This ad is a spread for Vogue Magazine that highlights the unique product
Spec: aveeno
attribute of the wrinkle reducing cream by visually showing the ad reducing
its wrinkles. The left portion of the page starts off wrinkled and it smooths out
displaying the product with a sign off. Its design and concept appeal to the
sophisticated Vogue reader and its clean execution will help it to stand out.
photography
Original Photograph: Oahu, Hawaii 2009
Original Photograph: El Dorado, Argentina 2007
Original Photograph: Stockholm, Sweden 2008
Original Photograph: Carlos Antonio Lopez, Paraguay 2007
Original Photograph: Hawaii 2009
m
thank you!
t. 203 209 2190 e. mkfdesign@gmail.com w. mkfdesignspace.com