alfitzgerald, graphic design, ceramics, art, westchester, new york, local artist
Alexandra l. fitzgerald
Handmade By Design
OVERVIEW Handmade by Design is a niche magazine spotlighting graphic design with handmade elements. The goal is to showcase the craftsmanship in handmade details and the finesse in which they can be integrated into digital pieces.
CHALLENGE To design content and branding that speaks to the goals of Handmade by Design and its demographic, graphic designers, both new and experienced, with a passion for handcrafted elements. Layouts should showcase creative and unusual solutions.
SOLUTION Since the feature of this magazine is design inocrporating handmade elements, the layouts have kept the handmade to a minimum to showcase the content and featured artwork. Creativity is expressed in the play of margins, negative space and the shapes blocks of text can fill.
Adobe InDesign, Illustrator and Photoshop, 2013
Post Owl Postal Service
OVERVIEW Post Owl Postal Services is an alternative to the United States Postal service. The target is to appeal to millenials and young families who desire an alternative to digital communication. The slogan, “Make it Special,” is meant to remind consumers of the feeling they get when they recieve personal letters in the mail. It is a feeling that cannot be replicated through email, which can often feel cold and distant. Post Owl brings back the excitement of the hand-written letter.
CHALLENGE To create an identity that exudes fun and excitment and reminds consumers of the magic of letter-writing. A logo, postal supplies and stationery that beg consumers to use them, and to spread the joy they represent, are all needed.
SOLUTION A wide-eyed, endearing owl mascot is both a reminder of the history of written communication and an allusion to the magic and surprise of a handwritten letter. The bright colors and contemporary fonts bring Post Owl into the 21st century with an exciting visual read.
Adobe Illustrator, 2011.
Presbyterian Church of Mount Kisco
OVERVIEW The Presbyterian Church of Mount Kisco (PCMK) is one of the oldest churches in the town of Mount Kisco. Under the new direction of Reverend Dale Southorn, PCMK has cultivated a strong and family oriented congregation that focuses on music and the arts.
CHALLENGE To help the church with their rebranding project by creating a logo for them. The logo should reflect the church’s mission statement and their motto, “light for the journey”. There should preferably be a reference to their strong commitment to musical programs within the church, specifically their amazing water organ.
SOLUTION The symbol for the Holy Trinity creates a never-ending cycle, representing the support and love of God and Jesus Christ. It also alludes to the comfort of community and support, like arms linking or holding hands. The doubled cross reminds us of the sacrifice Christ made while also representing the pipes of the organ, a centerpiece of the PCMK sanctuary. The blue color chosen here also alludes to the sanctuary as it is the same color that the walls have been painted. The use of line variation within the design suggests a source of light and movement around the trinity symbol, like a path, leading into the cross.
Adobe Illustrator, 2013.
Mercy for Animals
OVERVIEW Mercy For Animals believes that a humane society is possible. They are committed to reducing the greatest amount of suffering for the largest number of animals. Their efforts focus on protecting farmed animals—the most abused and exploited animals on the planet—and utilize a broad range of strategic approaches that seek to expose cruelty, prosecute abusers, and inspire consumers to make compassionate food choices.
CHALLENGE To create original T-shirt designs for MFA that promote their mission, bringing kindness and compassion for farmed animals to the forefront of society.
SOLUTION Three typographic designs were created, using bold phrases that speak the core messages of MFA, to have compassion for all and to cultivate kindness for farmed animals. The compassion design utilizes silohouetted farm animals, a chicken and piglet, to reinforce the importance of farmed animals as animals to be cared for and protected. Meanwhile, the cultivate kindness design uses vine-like scrolling and ornamentation to promote the growth of love and kindness for these farmed animals.
All model photographs are credited to the Mercy for Animals website.
Adobe Illustrator, 2013.
OVERVIEW VAUTE is a vegan fashion company that started in Chicago and has since moved to Brooklyn. Vaute’s bread and butter are their winter coats made with ethical, high performance, vegan materials and produced using local manufacturers in New York City.
CHALLENGE To design promotional materials for the VAUTE brand including posters, digital advertisements, website graphics and newsletters. To establish VAUTE as a serious brand for the vegan and eco-conscious consumer while maintaineing the personal touch and fun spirit that the brand has represented since its inception.
SOLUTION Watercolor splashes, badges and notions from the VAUTE line add flairs of the craftiness that founder, Leanne, has implemented from the start with her line of vegan, fashionable and high-performance coats. Incorporating handmade elements, like the founder’s own handwriting, adds a touch of the personal to this small, high-profile brand and really allows the consumer feel as though they are communicating one on one with the brand and the woman behind it. The personalized feel is the drive behind VAUTE’s enthusiastic fanbase and became an integral part of the designs and design process.
Adobe Illustrator, Photoshop and Mixed Media, 2012
OVERVIEW Tabby Teas is a tea brand with fun, friendly and family-oriented branding. The Tabby Teas goal is to bring herbal teas to the forefront of the drink market and promote not only the benefits of tea but also the great taste of herbal teas to families everywhere.
CHALLENGE To design packaging for tea bags that embodies the brand and will stand out on the shelf while also educating the consumer on tea and its benefits.
SOLUTION Keeping the tabby cat at the forefront, this packaging uses a friendly and fun cat face with colors that change depending on the tea inside. The bold tabby stripes help make the packaging jump off the shelves while the cartoon-style of the cat makes the box approachable for families who haven’t yet tried tea. There is a small blurb on each box specific to the type of tea inside as well as an educational section to teach consumers about what they are drinking.
Adobe Illustrator, 2011
This was a project meant to package four essential Barbara Kingsolver novels to be sold as a set. All cover images are original drawings created to evoke the realistic and emotional writing of Kingsolver.
Adobe InDesign, Illustrator, Photoshop and Mixed Media, 2012.