KATRINA FORDar t d i rec to r

Other 09 New York Times Best Seller List - Children’s Book08/09 Brandcenter Student Government Representative 08 2nd Place Ad2 National Public Service Competition 07/08 AAF/Ad2 Public Service Campaign Co-chair 04 One Show College Competition Finalist 03 One Show College Competition Finalist99/00 Rotary Youth Exchange Student (to Australia)

contactkatrinaford@gmail.com (720) 320-7152

Katrina Ford

Education

Virginia Commonwealth University, Brandcenter – Richmond, VA May 2010M.S. Mass Communications, Advertising/Art Direction

University of Colorado – Boulder, CO May 2004B.S. Advertising with Honors

Work Associate Production Editor, Accord Publishing Denver, CO, 11/06-07/08 • Contributed on 15+ titles of children’s books, gift kits and page-a-day calendars• Co-created animation technique• Lead production of projects from content creation through final execution

Art Director, Waid Publishing (Search Parker Magazine) Parker CO, 9/06-11/06• Designed magazine • Created ads for local companies as needed

English Teacher Fuzhou FJ, P.R. China, 08/05-08/06• Created course content and instructed students • Developed and conducted up to 7 lessons a day and managed classes of up to 50 students

Designer, McCarthy Advertising Boulder CO, 11/04-05/05• Created promotional materials, collateral pieces, store displays and merchandise• Produced artwork from concept to pre-press Traffic Manager Intern, Howard & Frost Advertising Seattle WA, 05/03-08/03• Controlled workflow and office operations • Executed desktop publishing projects

AD: Katrina Ford CW: Oliver Adriance

MoMAstore.org

MoMAstore.orgselling a century of what’s next

The average vase was designed to start conversation.

This one started a movement.

1937 Aalto Vase Available at MoMA store

SOME DESIGNS

CAN’T IMPROVE

19401938 1950 1960 1970 1980 1990 2000

MoMAstore.orgselling a century of what’s next

1939 Eames LCW Chair Available at MoMA store

THEY CAN

ONLY INSPIRE

1972 1982 1992 2002

Lending its influence since 1972.

MoMAstore.orgselling a century of what’s next

1972 Tizio Lamp by Artemide

Microsite: MoMAlink This flash microsite, accessible through the MoMA exhibitions page allows users to visualize the influence one design or piece of art has had on other work. Think visual thesaurus for art. There is a convenient link to the MoMAstore on available products.

MoMAlink

Turning Torso Apartment and Office Tower Santiago Calatrava 523 ft 50 Inhabitable Floors

MoMAlink

Built in 1999, this structure shows examples of free form architecture that first became prominent in the 1940s. Santiago Calatrava studied archi- tecture at MIT in the United States and then return- ed to his native Spain. Some of his acclaimed build- ings include, the Lilligala, San Marcos Hospital and the Center for Fictional Biographies.

Aalto Vase Alvar Aalto, 1936 Freeform Vase

MoMAlink

Renowned for his masterpieces of free-form modern design, Aalto captured the eternal wave in his classic series of vases. This vase is mouth- blown with a matte sand-blasted exterior. Made by Iittala of non-leaded crystal.

Alvar Aalto (1898-1976)

Finland’s foremost architect-designer of the twentieth century, Aalto continues to have a profound influence internationally and was the subject of a 1998 exhibition at MoMA. He was involved with projects ranging from town planning and architecture to the design of furniture, lighting, textiles, and glassware. Aalto advocated the use of natural materials and organic forms, as evidenced in his famous series of free-form vases and bentwood furniture designs. In his major architec- tural projects, his furniture designs played an im- portant role in creating harmonious environments.

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MoMAlink will be featured on the interactive exhibition page.

The main page will display images of art and design from the MoMA connected in a web. Click an image to learn more about it.

Information is provided and you can easily navigate to other images, the home exhibition site of the object, or zoom out to go to another piece of the web.

Objects that are available at the MoMAstore online will hold links to the shopping site.

AD: Katrina Ford CW: Heather Ryder

amazon.com

Change your book as fast as your major.

10:51 - Ulysses

10:54 - Webster’s Dictionary

10:56 - Ulysses

10:58 - Webster’s Dictionary

11:01 - Ulysses

11:02 - The Cat in the Hat

amazonkindle 2

12:03 - The Bacon Cookbook

11:32 - Dr. Atkins’ New Diet Revolution

11:46 - Healthy Eating Diet

11:59 - The South Beach Diet

Change your book as fast as your mind.

amazon.comamazonkindle 2

1:07 - What to Expect When You’re Expecting

10:05 - Kama Sutra

10:43 - Kama Sutra

11:16 - Kama Sutra

12:59 - Kama Sutra

Change your book as fast as your plans.

amazon.comamazonkindle 2

Kindle 2 e-book readers will be available at visitor’s centers and through hotel concierges in select cities. Already downloaded on the Kindle 2s will be local newspapers, city guides (like Lonely Planet) and relevant works of literature for that area. For instance, if someone were to visit Richmond, they might want to see the Edgar Allen Poe Museum. As they searched through the city guides on the Kindle for more information about the Poe Museum, they would be able to read works by Poe such as “ e Tell Tale Heart” and “ e Raven”.

e original Kindle was a bigger success than even Amazon had hoped for, and the Kindle 2 is certainly in line to enjoy some of that success. But competition from other e-book readers is heating up and there are whispers that Apple will be releasing there own e-book reader in the near future. e single biggest resistance of the mainstream public to adopting e-readers is the attachment to the tactile

experience of a printed book. But, in qualitative studies, once people actually hold and use the Kindle 2, they begin considering buying one.

To get the Kindle 2 into the hands of the public, we propose making Kindle available in strategic encounters to To get the Kindle 2 into the hands of the public, we propose making Kindle available in strategic encounters to provide them with a chance to interact with the device and discover what a joy it is to hold.

PROBLEM

ere is an enormous opportunity for Amazon to create wireless digital communities through the Kindle. By enabling the Kindle user to upload information, they will be able to fully engage with the brand. By hosting online forums, discussion guides and chat rooms, Amazon will extend the brand value of the Kindle and remain top of mind as a the most fullling e-book reading experience.

Users’s accounts will allow them to access micropages that enable discussion about specic books or authors. ese will provide value to the users’ lives while simultaneously strengthening the users’ perception of the brand.

e Kindle 2 is a remarkable device, but to maintain a lead in the category, Amazon must continue developing the capabilities of their e-reader.

e Kindle is currently only capable of 1-way communication, downloading. is limits the capabilities the user has to interact with content or other users.

INSIGHT: ere are countless book clubs and social interaction opportunities sparked by books.

ADDITIONAL PRODUCT DEVELOPMENT

AD: Katrina Ford & Joyce Kuan CW: Oliver Adriance & Mike Nichols

Strategy: Ryan Gallagher & Gloria Omaswa Technology: Alex Ridore

Tasked with increasing the appeal of Audi to Millennials, our team discovered that Audi already had a strong following among the target. Unfortunately, Audi’s lower than average customer service was the single largest obstacle preventing the brand from commanding preference of those 16-31. Our solution was a comprehensive internal campaign to educate and motivate dealerships and salesmen about this potentially lucrative demographic. We dovetailed this with an external campaign in select test markets to increase test drives among Millennials.

AUDIWITHDRAWAL

DEALERSHIP INTRODUCTION AND GUIDE

In addition to a training program, we will distribute this booklet containing information for dealership about why Millennials are an important Audi driver, a snapshot of what the world had been like during their lives, and concluding with information on how dealeships can utilize social networking sites like Facebook, Twitter and Meetup to create local communities around their dealership.

SALESMAN TIPS

A car salesman is the at the front line of converting sales and are vital to the success of this campaign. We created a wallet sized guide for their convenience. The booklet lists the top 5 things that they should keep in mind when interacting with Millennials.

INTERNAL

DIRECT MAIL INVITATION

Sent to qualified leads to pique their interest and increase test drives. Piece also drives to integrated Audi Withdrawal website.

EXTERNAL

EXTERNAL

1. The site is designed to emphasize the design qualities of an Audi through a playful quiz which will determine if you are ready for the experience of an Audi test drive.

2.Quiz questions will engage and entertain.

3.After taking the quiz, users can set up an appointment for a test drive with their local Audi dealership.

4.In addition, users can see and hear tips on coping with the Audi withdrawal symptoms. They can also upload and contribute their own tips and sugges-tions to others.

AUDI WITHDRAWAL QUIZ SITE

COPING WITH YOUR AUDI TEST DRIVE KIT To be given to our targets after completing their test drive.

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1. Booklet outlining the 5 steps of grief as you may experience after

your test drive.

2. Aroma of an Audi. Swatch of Audi’s interior leather to reminisce

about the distinct non-”New-car-smell” Audi has created.

3. Feel of an Audi. A blindfold is included for the user to more easily imagine that they are in an Audi by feeling household objects that

may have similar feel to Audi features.

4. Portraits of an Audi. Images of every Audi model for you to dis-

play in your desktop picture frame for a daily reminder.

5. Sounds of an Audi. A CD of sounds you may miss from your Audi test drive.

INTERNAL MEETS EXTERNAL

I enjoyed 2 years as a production editor, artist, and all-around team player at Accord Publishing. I helped bring to life a variety of innovative books, calendars, and kits.

Publishing Experience

GUIDE TO FOLDING BASES

Mountain and Valley FoldsAs origami fans already know, mountain and valley folds are the foundation for paper folding. A mountain fold is a crease that points out toward you as you are folding. A valley fold points away from you. In diagrams, a line of dots indicates a mountain fold, while a dashed line signifies a valley fold.

Switching back and forth between valley and mountain folds will give you an accordion fold. You’ll use accordion folds to make some of

the three-dimensional creations in this book.

Spider Base (SP)

1. Valley fold your paper in half diagonally.

2. Valley fold lower right corner over to the top left.

3. Valley fold the top flap down (just the top layer).

4. Mountain fold the top down behind the bottom.

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Quilt Base (QU)

1-4. Follow steps for the Spider Base.

5. Mountain fold bottom left (all layers) under the top right.

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*Note: To make sure things stay right-side-up, we’ve marked these directions and the pat-terns with coordinating asterisks. Keep your eye on the asterisk and you should be fine. 41

PHOTO MATTEpersonalized

Make a beautiful border for a special photograph using kirigami cutouts.

Pattern pictured: SB7, page 23

1. Select a kirigami design (or designs) and fold and cut several of them in colors of your choice.

2. Cut a matte from a piece of paper or card stock to fit your frame.

3. Arrange the cutouts on the matte to suit your style. Place your photo on top to check the composition before gluing the cutouts in place.

4. Use glue or spray adhesive to stick the cutouts to the matte.

5. Trim off any pieces of the cutouts that hang over the edge of the matte.

6. Once the glue has dried, place your new matte and photo inside the frame to display.

The word kirigami is Japanese and has a simple meaning—“cut paper.” It’s a close cousin to origami (“folded paper”). Kirigami creations are typically symmetrical designs crafted from sheets of paper that are folded, cut and opened to reveal repeating patterns that are surprisingly elegant.

Cut paper creations have been used to decorate homes, churches, and temples for thousands of years, with the oldest surviving paper cutting dating back to the 6th century. Since then, many cultures have adopted the craft and created unique variations that have been passed down through generations—from Mexican papel picado to German and Swiss scherenschnitte to colonial American paper cutting.

The art of paper cutting arrives in the 21st century with a rich history and expansive visual vocabulary that encompasses designs and techniques from all over the world. These intricate designs can make beautiful accents for a home, whether adorning walls, windows or wastebaskets.

And don’t worry if you have never considered yourself a gifted crafter—you learned every skill you’ll need in grade school, you just didn’t know that cut paper could look this good!

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6–9

10–13

14–19

20–271

Introduction

Guide to Folding Bases

Spider Patterns

Quilt Patterns

Snowflake Patterns

Starburst Patterns

TABLE OF CONTENTS

27–29

30–55

56–57

58–59

60–64

Half Patterns

Kirigami Home Décor Projects

Stenciling with Kirigami

Découpage with Kirigami

Images for Inspiration

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CAKE DESIGNstencil

Not an artist with icing? You can still make a cake that will impress even Food Network junkies.

Pattern pictured: SB6, page 22

1. Select a pattern that will make a good stencil, paying close attention to the cutout areas of the designs. Cut it out, unfold, and flatten it.

2. Lay it over the top of a freshly iced cake. *When you’re icing, try to make the top of the cake as smooth as possible.

3. If the icing is light-colored, sprinkle over the cutout with cocoa powder, cinnamon, or colored sugar. If your icing is dark-colored sprinkle with powdered sugar.

4. Carefully remove the kirigami stencil by lifting it straight up so that the excess powder on the cutout does not fall into areas that were covered.

I led production of The Kirigami Home Decor Kit. A kit which includes custom paper and a booklet of projects, directions, and patterns.

Kirigami Home Decor Kit

written by

Elle J. McGuinnessillustrated by

Heather Brown

This truly unique children’s book was released in October 2008 and became a New York Times’ Best Seller. I developed the now trademarked Animotion tech-nique. As you turn a page of the book, an image is animated beneath an acetate screen. Follow the link to see a :30 clip.

AnimotionTM for Bee & Me

Thanks for taking the time to look through my book. I really appreciate it, and feedback is definitely welcome.

Katrina Ford contactkatrinaford@hotmail.com (720) 320-7152K