CALLUM MCMURRAYDESIGN PORTFOLIO

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02About Me:

A short description about who

I am, what I can do and what I

enjoy.

Self-Branding: Logo and Brand:

My project to create a brand to

represent myself professionally

either digitally or in print.

Potting Shed Design: 30 Bays

Brief: A project from a work

placement in which I produced a

map for a charity event.

Snap.je: Cinetub Logo and Brand:

A project from a work placement

in which I produced a suite of logos

and branding for a company.

Americana: Soda Bar Branding:

My final major project in which I

developed the brand guidelines for

a fictional restaurant.

Contents

Hi! I’m Callum McMurray. Want to know little about me..?

I am in my final year as Digital Media Design student at the University of Winchester.

I have an interest in graphic design, illustration, animation and a willingness and

desire to adapt and learn new sotware and skills.

I’m proficient with Adobe Photoshop, Illustrator, InDesign and Ater Efects with an

understanding of HTML and CSS.

I was born and raised in Jersey, and currently fly back and forth between there

and Winchester. I’m quite geeky, I love reading comics, doodling oten and I have a

passion for cheesy 80s action films.

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Sotware Skills:

Website:

Email:

http://www.callummcmurray.co.uk

mcmurray2697@gmail.com

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Self-branding: Logo and Brand

Ater receiving feedback on my previous brand to think about how I wanted

to represent myself beyond the obvious, like physical appearance. I set about

producing a new logo and brand to represent myself professionally to industry

professionals and potential clients.

The final outcome for this project was to develop and produce a logo and

brand for myself to be able to carry forward through any material I want

to print or publish, which includes my portfolio website and professional

portfolio.

Sotware Used:

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Ater gathering research, I started

to develop sketches for a new logo,

focusing on a ‘fun and informal’

brand. Creating logo designs of

‘Cal’, a nickname close friends call

me. Thus, immediately creating a

sense of intimacy between me and

clients/employers which creates a

sense of trust and familiarity.

However, I received feedback that

I should develop an emblem logo

that could be accompanied type.

Also, being known as ‘Cal’ may

have made it hard for clients/

employers to find me on social

media.

Initial Logo Sketches

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Ater concluding the sketches, I

began to develop my preferred

concepts and experiment with

colours in Adobe Illustrator.

Focusing on developing the

icon I had sketched that was a

combination of my initials because

the design was simple. It had

other shapes that represented

my brand well, such as an eye for

design or a clock for timely work.

Also, because it was contained,

neat and featured my initials

rather than a nickname, it would

look more professional.

Logo Development

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I decided on the colour red as the

main colour. It had significance

with being a colour that

represents passion, energy and

strength which I wanted to be

represented in my professional

brand

Source Sans Pro Bold was chosen

as the typeface because it was

bold, easy to read and because of

this had a professional look.

Using Adobe InDesign, I arranged

how to appropriately use the logo,

colours and font in conjunction

with each other. Exporting the

document as a PDF to be able to

easily reference at a later date.

Final Outcome

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Potting Shed Design: 30 Bays in 30 Days Design Brief

Sotware Used:

During a placement at The Potting Shed Design Studio, I took part in

one of their student design briefs they had created for students to

complete to add to their portfolio and improve their skills. I chose the

‘30 Bays in 30 Days’ brief which was to create a piece of promotional

material to raise the profile of the charity event for next year which

takes place in Jersey.

The final outcome for this project was PDF and Adobe Illustrator

document of the map poster in A3 for the 30 Bays in 30 Days charity

event. The purpose of the poster was to highlight the locations of the 30

bays across the charity event.

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Taking inspiration from stylized

vintage posters, I started to sketch

the outline of Jersey to get a feel

for how to create accurate but

interesting and compact version

for the map in my sketches.

Drawing the island in an

isometric/top down style that

I could use as a reference to

replicate in Adobe Illustrator,

which provided the ability to

test out a simple layout on and

illustrations that could go on the

map.

Initial Sketches

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Ater creating sketches, I began

constructing the poster in Adobe

Illustrator by using the pen tool

to create an outline of the coast

of Jersey, both at low tide and

high tide. This was to highlight the

drastic change in land mass Jersey

experiences between tides, and

because it was important to show

the ‘bays’ in both states.

Using the 3D efect ‘Extrude and

Bevel’ on the shapes to create

the isometric look inspired by my

previous research. A ‘Grain’ efect

was applied to the background

with a ‘radial’ gradient, which

focuses on the island to draw the

audience’s attention to it.

Poster Development

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Finishing up the poster during

the last week of placement at

The Potting Shed, I neatened up

the poster by providing a layout

for the list of locations to make it

easier for the audience to read the

type.

The ‘30 Bays in 30 Days’ logo was

added to the poster to clearly

promote the link to the event and

brand. I moved the assets in the

document to a Adobe Illustrator

file for a CMYK A3 sized document

to hand of.

Final Outcome

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Snap.je: Cinetub Logo and Branding

During a placement at Snap.je, one of my projects was to create a logo and

brand concepts for a business idea for Tom (co-managing director @ Snap.je).

The idea was a business that hosted limited ‘pop up’ cinema events in Jersey,

with a focus being on cinema events that allowed customers to watch a film in

a hot tub. The idea became known as ‘Cine-tub.’

The final outcome for this project was a PDF to send to the client (Tom and his

business partner) so they can identify the logo for the brand they want, and

inspect the colour scheme and fonts.

Sotware Used:

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To create new concepts for

logos and brand for the

client I began by combining

iconography that links to both

key areas of the business, hot

tubs and films. This included

icons like films reels, tickets,

cameras, waves, water droplets

and bubbles.

Additionally, I tried to identify

negative space between the

letters of ‘Cine-tub’ to see if any

of the gaps were shaped similar

to these icons.

Initial Logo Sketches

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Ater developing sketched

concepts for Cine-tub , the client

chose a couple for me to develop

further in Adobe Illustrator

(Clapper board hot tub, Negative

space audience, ‘U’ hot tub type,

etc) and asked me to create any

other concepts that came to me

while developing the others.

Logo Development

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Final Outcome

Ater the concepts were

developed to a point the client

was happy with, I isolated

the latest version of each

independent concept and

created a new Adobe Illustrator

document to place them in.

Showing the final concepts the

client, we picked four of them

that he liked most and thought

represented the brand best, to

send of to his partner to make

the final decision.

I collated these final versions

of the logos he liked in an

Adobe InDesign document, and

included the colour scheme

concept and fonts to use with

the brand.

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Americana: Soda Bar Branding

For my final major project in my second semester of third year, I set myself the

task of creating brand guidelines for a restaurant business concept.

I created four independent restaurant concepts to create logos and brand

sketches for, (Pizzeria, Cafe, Burger Van and Soda Bar) which I received

feedback on from my cohort. Ater Developing logos, I focused my eforts on

completely branding ‘Americana: Soda Bar,’ an American themed diner that

sells unique fizzy drinks and milkshakes.

Using Adobe InDesign I assembled brand elements such as: Logos, Type,

Imagery, Tone, Colour Scheme, Interior, Exterior and Packaging. The

combination of these brand element were used to make an ‘Americana Brand

Guideline’ as my final outcome for this project.

Sotware Used:

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Initial Sketches

I took each business idea and

started to generate potential

business names and logos for the

brands. I chose four from each to

develop into independent brand

concepts based on how much I

liked the sketch or how much

potential it had.

Ater presenting my concepts

initial concepts, and then my

developed concepts to my cohort

I took on their feedback and

pursued ‘Americana: Soda Bar’ as

the restaurant business idea for

the final outcome of my project.

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Logo Development

Ater taking feedback and

pursuing the Americana concept

to brand, I made changes to the

logo which were given to me as

feedback. Using Adobe Illustrator,

I centred the ‘soda bar’ text and

used the shape builder tool to

remove the spaces between the

letter.

The logo is meant to represent a

retro American style, and evoke

images of signs outside American

diners and cafés. The stars above

the ‘i’ is used to create a link to the

stars and stripes of the American

flag.

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Brand Development

Using Adobe InDesign I started

to combine brand elements of

Americana: Soda Bar into a brand

guideline document based on

sketches which included: Logos,

Type, Colour Scheme, Voice/Tone

and Imagery. Sketches can be seen

on the let. Examples of layout and

content can be seen on the next

page.

The layout of cover is inspired by

the American flag with the front

cover being stripes and the back

cover being stars.

I received the feedback that I

should delve even deeper in areas

that would require guidelines . I

produced pages in the guidelines

on Interior, Exterior, Packaging,

Uniforms and Vehicles.

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Page 2: ‘Our Voice’

Page 3: Moodboard

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Page 6: Colour Scheme

Page 7: Colour Example

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Final Outcome

The final outcome for this project

was to export the Americana: Soda

Bar: Brand Guidelines as a PDF for

online and for print.

This document will aid anyone

who is looking to produce content

for the Americana brand, from

graphic designs to clothing to

interior.

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Callum McMurray Design

www.callummcmurray.co.uk