PORTFOLIO

ALEXANDRIA
designs

ALEXANDRIA
designs

Alexandria Lenz
1361 York Dr.
Vista, CA 92084
760.212.8194
alexcgriff@gmail.com

CONTACT

Montage
Logos
Letterhead
Business Card
Brochure
Flier
Event Ad
Web Page
Imaging

TABLE
OF

CONTENTS
CONTACT..........................................................2
PHOTODESIGN.........................................4
BUSINESS CARD................................................6
LETTERHEAD..............................................8
MONTAGE..................................................10
LOGO.......................................................12
BROCHURE.................................................14
FLIER.....................................................16
EVENT AD.........................................................18
WEBPAGE......................................................20

ALEXANDRIA
designs

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

PROCESS:

PHOTODESIGN
Blessings of Clover
This is my photo design project. I wanted to make my photo the focal

Lightroom, Illustrator, & Photoshop

February 8, 2015
COMM130 BYUI
Caryn Esplin
- Learn basic photography skills.
- Choose a color scheme, take a photo to match
those colors, then incorporate the colors into the
layout.
- Use a digital camera to take a quality image, then
download it.
- Adjust image levels, saturation, color balance,
sharpen tool on separate layers for NDE (non-destructive editing.)
- Size and crop the image, then place on an 8.511
page layout.
- Use layers to design text, and repeating graphic
elements in Photoshop.
- Print with full-bleed margins. Trim only 1/8 (0.125)
from all four sides.
I first took around 30 photos of the morning frost on the greenery
along my fence line. I know that if I have to pick a color scheme first,
that I usually work best with earth tones. That seems to be my natural go to, so naturally, I was out in my yard finding those things that
would fit into the scheme the Split Complementary. After I took
the photos , using my Canon 40D, I actually edited about 8 using
Vibrance/Saturation, the Sharp tool, Selective Color, Levels, and
Color Balance. After I edited those, I chose this photo and started to
work on my title and body copy. I knew that I had to add a repeating
element, so I added the green circles to the clover stalk using the
shape tool. Along with that, I used the custom shape tool to have
my two borders for my copy. The lighter brick background is a lower
opacity in order to get a more layered feel. In choosing my fonts,
it took a while to get the pairing that I liked, and still was legible
enough for people to easily read. I originally had a slab serif and a
decorative, but decided to simplify with a sans serif and a script. I
think that visually, with the matching color schemes of the design
features and the photo, I have accomplished good gestalt and have
heavily focused on the FOCUS technique.

ALEXANDRIA
designs

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

PROCESS:

BUSINESS CARD
Aztec Graphics Business Card
A Business Card design for Aztec Graphics, a design company

Adobe Illustrator & Adobe InDesign

March 1, 2015
COMM130 BYUI
Caryn Esplin
- Use the basic tools in Illustrator & InDesign.
- Create a new logo to fit a company or personal
image. Do not imitate existing logos or use previous
designs. Dont use photos or live trace.
- Use the new logo to design consistent layouts for
a business card and letterhead. Photos are okay on
business card and letterhead as additional design
elements. Letterhead should be 8.5 x 11, full-bleed
optional, but trim only .125. Business card should be
3.5 x 2 and printed above center on a vertical page.
- Apply typography rules, keeping small copy.
Keep designs simple with light watermarks and drop
shadows and plenty of white space.
Include contact information: name, address, phone,
website, and email on each piece. Use periods,
bullets, or spaces in phone number; no parentheses/
hyphens.
I created everything in Adobe Illustrator. With my initial design I submitted for the critique, I was extremely unhappy with it, so I decided
to go a completely different direction.
I decided to create my business card first. I wanted something
simple yet eye catching. I wanted good contrast, but not too many
elements that it would become busy. I went with the Aztec Graphics because I wanted a play on my initials as well (AG), I think that
helped me a lot in unifying my design.
After I created my basic elements in my business card layout, I de
signed the back with all my information on it. I wanted a very clean
basic typeface for my body copy. I did not want to add to any of the
heavy colors I had in my scheme.

After the business card was done, I created my letterhead. I wanted

the repeating elements in their that I had designed, but I wanted
a lighter feel so that people would be encouraged to write on it

ALEXANDRIA
designs

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

PROCESS:

LETTERHEAD
Aztec Graphics Letterhead
A letterhead design for Aztec Graphics, a design company

Adobe Illustrator & Adobe InDesign

March 1, 2015
COMM130 BYUI
Caryn Esplin
- Use the basic tools in Illustrator & InDesign.
- Create a new logo to fit a company or personal
image. Do not imitate existing logos or use previous
designs. Dont use photos or live trace.
- Use the new logo to design consistent layouts for
a business card and letterhead. Photos are okay on
business card and letterhead as additional design
elements. Letterhead should be 8.5 x 11, full-bleed
optional, but trim only .125. Business card should be
3.5 x 2 and printed above center on a vertical page.
- Apply typography rules, keeping small copy.
Keep designs simple with light watermarks and drop
shadows and plenty of white space.
Include contact information: name, address, phone,
website, and email on each piece. Use periods,
bullets, or spaces in phone number; no parentheses/
hyphens.
I created everything in Adobe Illustrator. With my initial design I submitted for the critique, I was extremely unhappy with it, so I decided
to go a completely different direction.
I decided to create my business card first. I wanted something
simple yet eye catching. I wanted good contrast, but not too many
elements that it would become busy. I went with the Aztec Graphics because I wanted a play on my initials as well (AG), I think that
helped me a lot in unifying my design.
After I created my basic elements in my business card layout, I de
signed the back with all my information on it. I wanted a very clean
basic typeface for my body copy. I did not want to add to any of the
heavy colors I had in my scheme.

After the business card was done, I created my letterhead. I wanted

the repeating elements in their that I had designed, but I wanted
a lighter feel so that people would be encouraged to write on it

ALEXANDRIA
designs

MONTAGE

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

Service Montage

PROCESS:

10

This is a photomontage of the LDS Youths 2015 Theme.

Adobe Photoshop
February 15, 2015
COMM130 BYUI
Caryn Esplin
- Use the FOCUS design process with strong focal
point and flow
- Unify a layout with a consistent theme and dominant
spiritual message
- Learn to blend two or more images together
gradually, using masks
- Demonstrate more advanced Photoshop skills for
layout with multiple elements
- Use a mask to apply a filter to one part of the image
- Apply typography principles (titles, quotes, events
or scripturesyour choice)
- Format type: Legibility; Small copy & Title with
varying text size. Theme word(s)
I wanted to find something that I could hang up, or relate to, so
when choosing a theme, I kept going back to my Laurel lessons and
what I teach the girls each week, and this theme is just everywhere,
so I decided to make it my own design
I went to the LDS image archive and searched for images that had
the keyword of service, I found so many to choose from. In my final
design I decided to go with ones that had great lead room that
would keep the viewer on the page and not be led off.
Next I did a Google search for a sailboat. I searched other boats,
but I made a conscious decision with the sail boat because I feel it
encompasses adventure and the sense of the word embark.
I opened all these images in Photoshop and used the lasso, mask,
and brush tool to soften the edges and to create the overlapping
pixels. All the photos were perfectly saturated, and had nice crisp
lines. I did not have to do any editing on them. I did however create
a screen overlay with the sailboat. It had very contrasting colors and
the best solution for me was to create the overlay to lighten the
image a little.
After compiling the photos I continued to create my text format. This
was the hardest and most time consuming. I played for hours to try
to get it right. I am actually pretty happy with my final.

ALEXANDRIA
designs

LOGO

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

Captured Arrow Logo

PROCESS:

12

This is a logo design of my photography company Captured Arrow.

Adobe Illustrator
February 22, 2015
COMM130 BYUI
Caryn Esplin
- Create three completely different, original logos to
fit a company or personal image that will appeal to
the audience. Do not imitate existing logos or use
previous designs.
- Use only the Illustrator tools to create and draw your
logos. (No Illustrator pre-fabricated flares, symbols,
etc.. No photos or live-tracing. You may use an image
or drawing as a guide to trace it with the pen/pencil,
but delete the image before submitting.)
- Gather opinions from at least ten people about
which logo appeals most to them.
I used Adobe Illustrator to do all of my logos. My first process was
to sketch out several ideas and pick the ones that I thought I could
refine in a week. I have some other ideas that I would like to try to
execute, but that will have to be at another time. After sketches, I
brought it to Illustrator to create them digitally. My main tools were
the shape, line, and text tools. For my first logo, other than the type
tool, I used the pen tool to create an arrow shaped head. For my last
logo, the rectangle tool and the pen tool were extremely helpful.
In the type with my last logo I used the type on a path tool and did
some creative adjustments to get all the words where they needed
to be.

CAPTURED ARROW PHOTOGRAPHY LOGO DESIGNS

ALEX GRIFFITHS

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ALEXANDRIA
designs

BROCHURE

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

Mermaid Designs Brochure

PROCESS:

Brochure for Mermaid Designs, a swimsuit company.

Adobe Illustrator, Photoshop, & InDesign

March 29, 2015
COMM130 BYUI
Caryn Esplin
- Set up and align a two-sided, folded document.
- Create an original, new logo and use it in a brochure.
- Incorporate quality images. Incorporate at least four
quality images, not including the logo. One should
be clipped in Photoshop and text-wrapped in
InDesign so the text follows the cutout shape of the
image.
- Write at least 250 words of original copy in at least
three paragraphs, headers, and subheaders.
Trim for a full bleed and print in duplex (two-sided)
color.
I designed the all of the brochure in InDesign. I initially started with
Adobe Illustrator to get my logo down, but when I decided to go
with a type logo, and with the help of the pen tool in InDesign, I was
able to completely create my brochure.
This time around I started with the color scheme and the repetition
aspect. I wanted to be sure I had a good foundation for good gestalt
in the end. Once I chose my color scheme, based on the ocean, I
started to design my repetitious waves. I initially started to design
waves like you see name brands using, such as RipCurl and Quiksilver, but I decided it was much too harsh for a swimsuit company for
women. So I went with the more subtle curves.
I played around quite a bit with the inside, I wanted it to not feel so
barren, so I used the color backsplashes to really make the information and the different sections pop. My titles for the inside were
a little tricky, but thanks to InDesign, I was able to figure out how I
wanted it fairly quickly (path tool!). I used the pen tool, type tool,
path tool, paragraph styling, stroke, ellipse, and rectangle tool.

14

origin
suits so
perfect,
theyll
mistake
you for a
mermaid
Mermaid Designs
1234 Beach Blvd.
San Clemente, CA
949.555.1234

Founded in 2015,
Mermaid Designs
originated with two sisters,
Ariel and Athena from
San Clemente, California.
Ariel is Tritons favorite
daughter, who has the
exploratory flair to travel the seven
seas to seek out the best for her
swimsuits, while Athena has the
brains and the know-how to get
the business up and running. Both,
however, have their significant
love of the ocean, and the lack of
proper swim-wear for the oceans
waves, they decided to redefine
ocean swim-wear and came up with
this fantastic new company. Now
Mermaid Designs have fashion
forward swimsuits that will
resist the wear and
tear of the oceans
waves, sand, and even
wax from your board.

Headings use Arial Black

Body copy use Palatino

MERMAID

Designs

ALEXANDRIA
designs

FLIER

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

Graduate Conference Flier

PROCESS:

16

This project is a black and white promotional flier for a conference for
graduating seniors.

Adobe InDesign
January 25, 2015
COMM130 BYUI
Caryn Esplin

- Apply the design principles and use appropriate

typography.
- Incorporate basic InDesign skills to improve basic
flier layout.
- Retrieve image and logo from links on this page.
- Create a project folder with image, logo and
InDesign document to keep links in InDesign intact.
My process started with a 8.511 piece of plain printer paper and
sketching four rough drafts of my promo flier. When I went to digitally render my sketches with InDesign, I played around with several of
the ideas, but found one of my sketches reasonable for the information given. When it was time to critique and send in my draft, I was
not completely satisfied with the font choice or my highlighted text
in the black boxes, I really wanted my focal point and flow perfect.
After receiving three critiques, I went back to InDesign to fine tune
my flier. With my final submission, I felt like I created great flow, I
found the perfect font pairing, my alignment is how I would like it,
and it has good asymmetrical balance, giving it good gestalt and focus. I saved my flier as a .pdf and sent it in to my local FedEx Office.
I picked it up, did my youtube video, and am now posting it here on
my blog.

Graduate

LEADERSHIP CONFERENCE

Do you want to have

the competitive edge
in business?
Come learn how at Vouant Communications
annual Graduate Leadership Conference.
Vouant Communications is devoted to helping
tomorrows leaders gain essential leadership
skills in the workplace. During this dynamic
three-day seminar, attendees will meet with
top executives of Vouant Communications to
discuss breakthrough leadership techniques,
while cultivating attributes of leadership that
will market to any employer.

Conference is available to
graduating seniors.
Space is limited.
Registration and more
information available at:
www.vouantcomm.com/leaders

October 21
8 a.m. 5 p.m.
Lincoln Convention Center

ALEXANDRIA
designs

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

PROCESS:

EVENT AD
Girl Scout Fundraiser Event Ad
Project 2 is an event ad for a Girl Scout Cookie Fundraiser.

Microsoft Word
February 1, 2015
COMM130 BYUI
Caryn Esplin
- Comprehend image sizing (how pixels and inches
work together)
- Find, scan and import a high-quality image.
- Create a full-bleed design.
- Choose a color scheme and typeface(s) that work for
your message and audience.
- Learn to use only Word design features without
using any Adobe programs, including Photoshop

In order to design this Event Ad, I used my scanner, a Girl Scout

magazine, and Microsoft Word. After scanning and sketching out
some ideas, when I went to Word to design, I was surprised to find
how easy it was to navigate. As for my actual design, I knew that
I wanted it to have a youthful feel. Girl Scouts seems to have two
color schemes, super girly and youthful or the solid earth tones,
blue, brown, and green. I decided to go with the youthful scheme,
not only does it appeal to children, and Cookie is in big letters, but
the bold colors do catch the eye of the passerby. The FOCUS design
principles played an important role in designing this peace. I felt
like I had good repetition with the circles (or the cookie shapes), my
contrasting colors were eye catching, I had a little bit of a diagonal/
creative alignment, I wanted good rhythm to make the flow consistent and cohesive.
In Word I used the shape tool, the crop tool, the masking tool, the
eliminate background tool, and the photo editor tool to accomplish my final design.

18

Girl
scout
Cookie
FUNDRAISER

Have you
bought
your
Cookies
yet?

February 25
5 8 pm

Walmart Vista Storefront

1800 University Drive

ALEXANDRIA
designs

TITLE:
DESCRIPTION:
PROGRAMS:
DATE:
COURSE:
INSTRUCTOR:
OBJECTIVES:

PROCESS:

WEB PAGE
Captured Arrow Web Page
A web page designed to showcase a personally created logo.

NetBeans, Illustrator, & Photoshop

March 15, 2015
COMM130 BYUI
Caryn Esplin
- Size and optimize an original logo as a .png for a web page so the
long side is 300 500 pixels.
- Write content to describe the process of creating your logo and
how it appeals to a target audience. (Minimum of 200 words. Include
rationale for colors, appeal to target audience, design skills, etc,)
- Acquire a working knowledge of HTML. (Include all required tags
Doctype (provided), html, head, title, meta charset (provided), body,
h1, h2, p, ol or ul (with li tags), img, br, and a link to blog)
- Acquire a working knowledge of CSS. (Customize the provided
CSS provided to format the HTML to complement the logo design.
Change at least the following: The h1 text color & h1 background
color, font colors for the paragraphs & list items, the background
color, font families and add at least one css comment.)
- Identify hex colors to match logo, using Photoshop color picker.
- Open the HTML page in a web browser and capture a quality
screen shot with .5 inch margins for printing

I created this web page using Netbeans and Google Chrome. I used
the html and css templates for my basis of the design. After I installed the logo, I used Adobe Photoshop and Google Chrome CSS
Editor to extract the matching colors for my color scheme.
I used Adobe Illustrator to create the background with the arrows,
using the pen tool.

20

After I made the necessary changes to the CSS and the HTML files,
I validated them using http://validator.w3.org/ website to check my
CSS and HTML.