Cara Dand Portfolio and Writing Samples

Cara Dand Portfolio | caradand.com

GREATER VANCOUVER

ZOOTOURISM REBRAND


DESIGN PROBLEM

The current state of the Zoo’s identity and brand collateral were analyzed first-hand both at their location and online. This collateral is severely lacking in a strong sense of visual identity and appeal. The rebrand refreshes and revives the marketing and promotional materials through fun and engaging visuals. The new logo is fun and memorable. Strong and consistent layouts were developed for the website, map and signage. Appealing graphics and photography are implemented across the new medias, contributing to a stronger visual identity.

COMPANY OVERVIEW

The Greater Vancouver Zoo offers residents the chance to visit animals from around the world. Located in Aldergrove, BC, its an entertaining outing for families and those seeking a fun day in the area. Currently, objectives of the GV Zoo include conservation and building its educational programs. According to their website, the mission of the GV Zoo is to engage visitors in recreational, educational and conservation-oriented activities about animals and the zoo environment, to promote respect for and connectedness with the natural world.

GREATER VANCOUVER ZOO TOURISM REBRAND

BrandingAdvertisingMap Design

zoovancouvergreater


CORPORATE COLOURS

C: 76%M: 11%Y: 48%K: 0%

R: 40%G: 168%B: 152%#27a798

C: 50%M: 01%Y: 86%K: 0%

R: 139%G: 196%B: 88%#8ac458

C: 0%M: 81%Y: 96%K: 0%

R: 241%G: 89%B: 39%#f05826

Vibrant Blue

Pantone: 7473 C

Vivacious Green

Pantone: 360 C

Orange

Pantone: 7579 C

CORPORATE TYPOGRAPHY

Approved typeface is Quicksand.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Quicksand Regular)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Quicksand Bold)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Quicksand Light)

C: 02%M: 11%Y: 81%K: 0%

R: 252%G: 218%B: 77%#fbd94d

Sunshine Yellow

Pantone: 7404 C

zoovancouvergreater

zoovancouvergreater

A A

A

A

A

A

AA

A = 0.25in

CLEAR SPACE

zoovancouvergreater

Step into the

Wild

Come vist the entire animal family at the GVZ!

Find out more online: www.gvzoo.comLocate us: 5048 264th Street, Aldergrove, BC V4W 1N7

Connect: zoovancouvergreater



Connect:

Step into the

Wild

zoovancouvergreater



Connect:

Step into the

Wild

caradand.com | Cara Dand Portfolio

Information Washrooms

Parking Food

Picnic Tables

North America

Train

South America/Australia

First Aid WheelchairAccessible

Ampitheatre Money

Playground

Africa

Addax White Rhinoceros

Scimitar-horned Oryx Moose

Muskox Collared Peccary

Ostrich Aoudad, Ankole Cattle,Mute Swan

Dromeday Camel Red-necked Wallaby, Sulcata Tortoise

White-tailed Deer Cheetah

Zebra Giraffe, Marabou Stork, Crowned Crane

Eland Bighorn Sheep

Artic Wolf, Artic Fox Guanco, Flamingo, Rhea, Emu

Sika Deer, Pere David’s Deer Miniature Horse

Demoiselle Crane, Pelican

Tiger, Jaguar, Lion, Baboon

Bison, Roosevelt Elk Bat-eared Fox

Bactrian Camel Ring-tailed Lemur

Nilgai Squirrel Monkey, Coati

Alpine Ibex, Whooper Swan Wild Boar

Reindeer Hippopotamus

Onager Capybara, Mara, Black Swan, Nene

Black Burro Eurasian Lynx, Caracal

Grizzly Bear, Eagle Parrots

Black Bear, Cougar, Coyote Oregon Spotted Frog

Water Fountain

Asia

North America

South America/Australia

Future Home of Mini Garden

Africa

Exit

264th St

Entrance

Arctic

Asia

Location

5048 - 264th StreetAldergrove, BC V4W 1N7Phone: 604.856.6825

View Map >

Hours

9:00 am - 5:00 pmDoors Close at 4:00pmWinter Season Hours

View More >

Tickets

Purchase admission, train and special event tickets online.

Buy Tickets >

Visitor InfoTickets & Rates Animals Support us Follow usExperiences

COPYRIGHT © 2015 GREATER VANCOUVER ZOO. PRIVACY POLICY.WEBSITE DESIGN BY ASHLEY RINGHAM

SEARCH

Learn more >

Connect

Share your photos, videos and experiences with the GVZOO online community!

View More >

EXPLORE THE

NORTH AMERICA Wilds

Location

5048 - 264th StreetAldergrove, BC V4W 1N7Phone: 604.856.6825

View Map >

Hours

9:00 am - 5:00 pmDoors Close at 4:00pmWinter Season Hours

View More >

Tickets

Purchase admission, train and special event tickets online.

Buy Tickets >



SEARCH

Learn more >

Connect

Share your photos, videos and experiences with the GVZOO online community!

View More >

EXPLORE THE

NORTH AMERICA Wilds

MEET THE ANIMALS



Search

Reptiles + Amphibians

Small Mammals

Large Mammals

Birds

Spiny Lizard Ball Python CaimanIguanaLizard

Chinchilla Arctic Fox Lemur White-Headed Marmoset

Indian crested porcupine

Cheetah Giraffe Zebra Camel Hippo

Bald Eagle Peacock Ostrich Owl Emporer Goose

Looking for Events?

Purchase special event tickets online now.

Buy Tickets >

Plan your day:

Take a look at all the animals found at the greater Vancouver Zoo!

Meet the animals >

Adopt an Animal

Adopt and animal program helps support care services for an animal

Learn more >

Corporate Groups

Let us host your group function

Learn more >

Teachers!

We have resources to assist you with your class trip.

Resources >

TICKETS & RATES

Daily Admission Prices

Buy Tickets >

Learn more >

Buy Tickets >

Learn more >

Book Group >

Learn more >

Book Group >

Learn more >

Adult (16-64) $22.00

Senior (65+) $16.00

Student (16+ w/ ID) $20.00

Child (3-15) $16.00

Children (2 and Under) Free

Family (2 Adults, 3 Children) $69.00

Add-ons

Train Reservations (per person) $5.00

Parking (per vehicle) $6.00

Quadra-Cycle Rental (per hour) $18.00

Behind the Scenes (for two people) $175.00

Membership

Adult (16-64) $72.25

Senior (65+) $50.75

Student (16+ w/ ID) $61.50

Child (3-15) $50.75

Children 2 and Under Free

Family (2 Adults, 3 Children) $195.00

+ Children or Senior $15.50

+ Additional Adult $30.50

Group Rates (per person)

# of People Child & Senior Adult Train

15-49 $13.25 $19.25 $4.00

50-249 $12.25 $17.25 $4.00

250+ $10.25 $15.25 $3.00

School Rates (per person)

Child (3-15) + Senior (65+) $9.25

Adult (16-64) $11.25

+ Educational Program $2.00

+ Narrated Train Tour $3.00

* Maximum 4 additional add-ons per family membership pass

* Rates subject to change over seasons, add-ons subject to availability.

* All school bookings must be pre-registered at least 2 weeks in advance and are subject to availability.

* All group bookings must be booked at least 2 weeks in advance and are subject to availability.



SEARCH

STIEGLCRAFT BEER REBRAND


COMPANY OVERVIEW

Stiegl is Austria’s largest private brewery, with roots dating back to the 15th century. Today, Stiegl competes as one of the most modern breweries in Europe with an uncompromising focus on quality.

Mission: To use only the best raw materials to create a world-class quality experience.

Vision: To bring the taste, tradition and culture of an Austrian craft to the world.

DESIGN PROBLEM

Currently, select imports can be purchased in North America. Stiegl would like to increase market offerings in the region by developing a uniquely positioned brand and product for the Western world. Market expansion will occur gradually, beginning in the test market of Vancouver. This expansion includes a comprehensive rebrand, designed to appeal exclusively to this consumer. This rebrand will enable the company to compete within the craft beer market and will give Stiegl a modern, westernized selling proposition to engage and connect with its target market.

STIEGLCRAFT BEER REBRAND

BrandingAdvertisingWeb Design


TARGET AUDIENCE

The target includes professionals aged 25 to 40 residing in North America, specifically Vancouver. The potential consumers are primarily male, post-secondary graduates, within the $60,000 to $100,000 income range.

In terms of lifestyle, they maintain a busy yet balanced work and social life. Sacrificing taste over quality is not an option; they will spend over the average rate for quality. They are adventurous and up for trying new things. The target is intelligent, cultured, worldly and has travelled outside of their home country. They are interested in learning and experiencing other cultures.

In Vancouver, craft brewing is a niche industry that has become a growing trend among local consumers. Increasingly eclectic tastes drive the market for an increase in offerings to satisfy a wide-range of palates.

CREATIVE DIRECTION

The creative direction of Stiegl North America is handcrafted with a natural aesthetic. The visuals incorporate a playful and rustic look. This is achieved through the looseness of the hand-rendered illustrations.

This look maintains the feel of quality, premium brand standards. The different elements of the logo pull together to create a polished and solid visual. The logo emulates the appearance of painting. The lettered typography is consistent with the paint brush effect. The shape of the logo mimics the cap of a beer bottle.

Colours are neutral with greys and a light golden brown. There is emphasis on the golden sheaf of barley to highlight use of natural ingredients. The official typeface is Gill Sans, a humanist sans-serif with just the right balance of modern and natural appeal.

A = 0.18in

A A

AA

CLEAR SPACE


C: 63%M: 58%Y: 60%K: 41%

R: 77%G: 74%B: 71%#4c4946

C: 50%M: 46%Y: 46%K: 09%

R: 130%G: 123%B: 121%#827b79

C: 31%M: 46%Y: 90%K: 09%

R: 169%G: 129%B: 60%#a9803b

C: 0%M: 0%Y: 0%K: 100%

R: 35%G: 31%B: 32%#231f20

CORPORATE COLOURS

Deep Grey

Pantone: Neutral Black U

Medium Grey

80% Tint: Neutral Black U

Golden Brown

Pantone: 125 U

Black

Pantone: Black 6 C

CORPORATE TYPOGRAPHY

Approved typefaces are Gill Sans and Walter Turncoat.

Gill Sans for body copy.

Walter Turncoat for ads, packaging, web.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Gill Sans)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Walter Turncoat)

SARCANRECYCLING


DESIGN PROBLEM

The current branding is out-dated and comes off a little too hard for this people-oriented non-profit. The objectives were to give the organization the appropriate feel while keeping them relevant and fresh in the minds of consumers. This new design is clean and modern. Visuals are geometric to maintain a simple, elegant look. The new identity modernizes the recycle symbol with a clean, open circular shape. The colour palette is medium to light tints of blue to give a calming feel of trust and a sense of security. Sarcan keeps the environment clean and thus this new branding is open and clean.

COMPANY OVERVIEW

Sarcan Recycling offers a province-wide network for recycling beverage containers in Saskatchewan. In more recent years they have expanded into recycling paint and electronics as well. Sarcan is well-known and cherished for its involvement in communities spanning each corner of the province.

Mission: Environmental Protection - Employment Creation - Economic Development.

SARCANRECYCLING

BrandingAnnual ReportStationery

Anne Morris626 Pender St W #500Vancouver, BC V6B 1V9

November 7, 2014

Dear Ms. Morris,

Sarcan Recycling provides environmental protection, employment creation and economic development through a province-wide network for recycling beverage containers, paint and electronics.

Sarcan was founded in 1988 by SARC, the province-wide association that provides supports and services to organizations that serve people with disabilities throughout the province of Saskatchewan. Sarcan was initially set up to recycle beverage containers, and it has since expanded its programs to include end-of-life electronics and paint recycling.

When customers bring their beverage containers for recycling at Sarcan, they receive the refund of the deposit that was initially paid for at the time of purchase. Electronics and Paint are recycled as well; however, they do not have deposits attached to them, so there is no refund given by Sarcan.

All beverage containers, electronics and paint are processed and recycled in to new products. All materials received by Sarcan are recycled responsibly, within North America; nothing is ever shipped overseas or sent to

-ca, making Sarcan a champion of environmental protection. Sincerely,

Cara Dand

111 Cardinal Crescent | Saskatoon SK | S7L 6H5

T: (306) 933-0616F: (306) 653-3932E: [email protected]: www.sarcan.ca

Good morning client,

Just a reminder about our meeting to discuss stationary options.

Cheers,Cara


Cara Lee Dand, B.CommSarcan Creative Director

111 Cardinal Crescent | Saskatoon, SK | S7L 6H5


Cara Lee Dand, B.CommSarcan Creative Director

URBAN HARVEST

ORGANIC GROCERY DELIVERY


DESIGN PROBLEM

The current branding and medias for communication fail to capture the essence of the Urban Harvest brand and its market offerings. The company offers high-quality and healthy food options; the visual identity needs to reciprocate the healthful vibrancy and positive experience that the service provides. In order to do this, Urban Harvest will need to establish a stronger brand identity. They also require promotions and marketing collateral to push this new brand forward and attract their target market.

COMPANY OVERVIEW

Urban Harvest Organic Delivery provides residents of Kelowna and the Central Okanagan area with farm-fresh, certified organic produce. David Nelson and Lisa McIntosh created and have operated the successful business since the turn of the millennium, 15 years ago. The success of similar services in Vancouver and Victoria inspired the couple from the area to offer this convenient service that provides positive impact to the health and lifestyle of community residents.

URBAN HARVESTORGANIC GROCERY DELIVERY

BrandingAdvertising


TARGET AUDIENCE

The target for Urban Harvest includes busy parents and retirees both of which demographics are in a higher income bracket. Wealthy individuals are more likely to spend more to get natural, organic produce that will save them time and offer convenience. Millennials are also likely to adopt this type of service as they are tech-savvy and expect high-quality, efficient service, yet this generation may lack the disposable income. The general target includes: parents, age 35-55, combined income $100,000-$200,000, post-secondary education, employed in the managerial company level.

The consumer profile is embodied by Barbara. Barbara is a busy mother of 2. She is 44, married and works full time as a CEO for a successful marketing agency in Kelowna, BC. This workaholic deals with the weekly struggle of finding the time to get nutritious food to feed her family.

CREATIVE DIRECTION

The Urban Harvest Brand has been redesigned to communicate the healthy implications of an organic food diet. Colours are bright and lively to convey the natural colours of the food products themselves.

Branding elements include pieces of fruit and vegetables with watercolour painted effects. The organic and free form shapes mimic the look of real-life produce in an artistic and visually-appealing way.

The logotype was lettered to maintain the organic and free-form nature of the visuals. The subtext “organic delivery” mimics a manual stamp one would expect to see on a wooden box/crate.


A = 0.20in

CLEAR SPACE


CORPORATE COLOURSCORPORATE TYPOGRAPHY

Approved typefaces are Avenir Book, Special Elite and Pacifico.

Avenir Book for body copy.

Special Elite for headings and sub-headings.

Pacifico for decorative headings.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Avenir Book)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

(Special Elite)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Pacifico)

C: 55%M: 03%Y: 100%K: 0%

R: 129%G: 189%B: 65%#81bc41

C: 0 %M: 60%Y: 100%K: 0%

R: 245%G: 130%B: 32%#f5821f

C: 2%M: 26%Y: 100%K: 0%

R: 248%G: 190%B: 21%#f8be15

C: 21%M: 100%Y: 95%K: 12%

R: 178%G: 32%B: 41%#b21f28

Healthy Green

Pantone: 368 C

Harvest Orange

Pantone: 716 C

Ripe Yellow

Pantone: 7406 C

Harvest Red

Pantone: 7621 C


URBAN HARVEST ADVERTISING

The Urban Harvest advertisement campaign visualizes the service experience. The images depict a bountiful crate full of vibrant and healthy produce waiting on a customer doorstep. This epitomizes the convenience of the service and encourages positive expectations of what Urban Harvest can offer. The wooden crate captures the rustic and natural character of the company.


urbanharvest.ca

ADVERTISINGILLUSTRATION AND PHOTOGRAPHY


The design features a heel that resembles 18th century Louis XV furniture. Thus a queen is depicted in her bed resting after a hard day’s work. The art was developed through traditional medias to illustrate the story of the shoes that are fit for a queen. This ad would be found in magazines for fashion and art such as Hush or Fuse Magazine.

Unique soles for unique souls is how Fluevog shoes describes its business. Fluevog shoes offers its customers bold, progressive, fashion-forward footwear that stands up against the competition in terms of both quality and superior style. The Queen Transcendent Victoria is a vintage inspired mid-shin lace up boot.

FLUEVOGILLUSTRATION ADVERTISEMENT

ADVERTISINGILLUSTRATION

CALGARY

MONTRÉAL

TORONTO

VANCOUVER

QUEBÉC

BOSTON

CHICAGO

LOS ANGELES

NEW YORK

PORTLAND

SAN FRANCISCO

SEATTLE

WASHINGTON

FLUEVOG.COM

© 2

014

JOH

N F

LUEV

OG

SHO

ES L

TD

.

ARTIST CARA DANDCARADAND.COM

THE QUEEN TRANSCENDENT VICTORIA

DO YOU HAVE THE WORLD’S BEST FLUEVOG SHOES AD STUCK YOUR HEAD? GET IT OUT AT FLUEVOGCREATIVE.COM


This is an ad that tells a story through the photograph. Photography was the chosen media as it provides the most authentic approach to capturing the experience of homelessness. The headline, “Help me get out,” is speaking to the help needed to overcome the barriers that are preventing the homeless from bettering themselves and getting out of their current situation.

We Love Van Water is a product that offers more community support and engagement over big commercial brands, through donating 10% of profits to the Lookout Society who aid and rehabilitate the homeless in Vancouver. They are a socially responsible company that strives to keep almost every aspect of their products and business local and as environmentally friendly as possible.

WE LOVE VAN WATERPHOTOGRAPHY ADVERTISEMENT

ADVERTISINGPHOTOGRAPHY

HELPMEGETOUT.

10% of profits go to the Lookout Society to aid and rehabilitate the homelessLearn more: welovevan.com Donate to: lookoutsociety.ca

TWO BIRDSCONCEPTUAL BRAND DEVELOPMENT


DESIGN PROBLEM

two birds requires a visual identity that encapsulates the experience it will offer. The challenge is to develop, from scratch, the corporate identity of a unique business that is a brand new concept and brand new service offering. The visuals need to connect to the target and draw them to this new brand.

The logomark is a depiction of a gem stone. This is based off the idiom from which the business name is derived, “Two birds one stone.”

COMPANY OVERVIEW

two birds provides two different services to its clients in the same time period. These tasks include the combination of automotive repair & quick lube services with the relaxation and pampering of nail treatment amenities. two birds is for women with a busy schedule or simply women whose time is too valuable to be spent waiting.

two birds’ experienced automotive technicians diligently care for the client’s automotive while they are escorted into the two birds swanky nail lounge to experience the ultimate in nail care and beautification. The client may rest assured that their vehicle is well looked after while they sit back and enjoy their time at two birds.

Vision: To provide women the ultimate in service and comfort while offering more efficient use of their time.

TWO BIRDSCONCEPTUAL BRAND DEVELOPMENT

BrandingAdvertisingWeb Design


TARGET AUDIENCE

Sophia Vanderspeigle personifies the target audience of two birds. Sophia is a forty-six year old housewife married to wealthy stockbroker, Michael Vanderspeigle, in Vancouver, BC. Specifically, the couple resides in West Vancouver. Sophia’s aspirations include dabbling in the production and marketing of a fine wine while comfortably living off of her husband’s annual six-figure earnings.

Sophia loathes menial domestic errands including grocery shopping, going to the bank and worst of all, automotive services. In contrast, she immensely enjoys her chores that keep her beautiful such as visiting the spa, salon and nail treatments.

CREATIVE DIRECTION

two birds style is chic elegance. The visuals combine the sophistication of the Tiffany & Co. brand with the luxury of Rolls Royce.

The colour swatch utilized is an elegant palette of burgundy, blue and beige. Baskerville is the predominant font of the brand as it provides a traditional, austere feel. A geometric sans-serif, Century Gothic, is employed in tandem to add a contemporary approach.

This custom collateral package was designed to appeal to the target audience, middle-aged women who enjoy the finer things in life. This package will enhance brand identity and awareness as the company prepares to launch in the near future.

BIRDSTW

BIRDSTW

BIRDSTW

A

A

A

A

A

A

A = 0.25 in

A = 0.25 in

CLEAR SPACE


CORPORATE COLOURSCORPORATE TYPOGRAPHY

Approved typefaces are Baskerville Old Face and Century Gothic.

Baskerville Old Face for body copy.

Century Gothic for headings and sub-headings.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Baskerville Old Face)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789(Century Gothic)

C: 31%M: 90%Y: 63%K: 26%

R: 142%G: 48%B: 66%#8d3042

C: 66%M: 34%Y: 43%K: 05%

R: 96%G: 137%B: 137%#5f8989

C: 12%M: 18%Y: 36%K: 0%

R: 224%G: 202%B: 167%#e0caa6

C: 71%M: 64%Y: 63%K: 63%

R: 44%G: 45%B: 45%#2c2d2d

Austere Blue

Pantone: 5483 C

Beautiful Beige

Pantone: 468 C

Nightfall

Pantone: 426 C

Elegant Burgundy

Pantone: 7637 C

Cara Dand Portfolio and Writing Samples

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Transcript of Cara Dand Portfolio and Writing Samples