Nadia Perna – VCD – Advertising & Graphic Design

Logo Our brand story: Hiraeth is a bookstore and bakery, a warm space with the ability to transport patrons to a world of their choosing. A book, a delicious treat, and a cozy nook by the fire make up the ingredients necessary for a perfect moment in time. When surrounded by comfort, the feeling of home allows for a pause, a disconnection from the rest. It is this pause that acts as a gateway between the reader and their book, allowing a meaningful connection to the written word.

Colour Palette The word Hiraeth is a Welsh word that means, "a longing for a home that you cannot return to – or that never was." The branding of Hiraeth is based on the idea that books have the power to create this feeling.

Pattern This pattern is art deco-inspired. It is paired with a modern serif typeface to convey a feeling of nostalgia for old-fashioned bookstores.

Exterior

Bookshelf Signage

Bookshelf Signage Mockup

Hiraeth: Bookstore and Bakery Branding

For this project, I worked in a group with Prakriti Goyal, Paige Stroobant, and Zhenpei Tang. After coming up with the initial idea for a store to brand, we worked to create the mission, purpose, vision, and values for the brand. After our research and strategy was complete we worked together to design a visual system for our bookstore/bakery called Hiraeth.

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Packaging Image 1 This box design is meant to be durable and reusable. It would be created from reclaimed wood and made large enough to sit on a desk. This box in combination with a consignment store model will create a closed-loop for local office supplies.

Packaging Image 2 The audience for Analog would either be people who are already interested in consignment stores and people who run offices. To convince both of these audiences to continue coming back to the store, excess office supplies could be returned for points, and once a box is purchased, refills will be at a discounted price.

Packaging Tags The branding on the boxes would be minimal to reduce waste. The outside of the box would have a double-sided tag with the logo and materials. The inside of the box would have a pressure-fit insert explaining the store model.

Packaging Tags 2

Logo

Analog: Circular Packaging Design

For this project, I created a circular (or closed-loop) business model for office supplies. The idea is that for a truly circular economy to exist, all things must be considered. Even the paper clip that fell beneath the table.

Desktop Mockup

Phone Mockup

Logo For the design system, I created a warm and approachable colour palette matched with clean and rounded shapes. This helps create a clinical yet trustworthy webpage. The logo represents both a complete approach to health care and the literal shape of an abortion pill. The pattern used throughout the website is based on the same quartered circle.

Website Walk-Through I created a demo of the website for an efficient way to explain the process of using this website in a pitch. This website was created in Figma.

Choice: How to Access Abortion Pills Website

For this project, I created a website that is meant to be a first touch point for people accessing abortion pills in the post-Roe era. It has information on abortion pills and lists reputable places to get them online. Most importantly, it explains how to use TOR browser and exercise internet security.

Table Render 1 The concept of this design came from the question: how can plants become more integrated into our indoor environments? The Voronoi pattern is inspired by the shapes of plant cells, and the overall shape of the table is inspired by a blooming plant.

Table Render 2 If this table was full size, my hope is that the plant would be put in the dirt directly in the centre of the table, without a pot. This way, the roots and the plant would start to grow through the Voronoi.

Prototype Image 1

Prototype Image 2

Plant Integration Table: 3D Design

I completed a minor in Object Design and Fabrication alongside my major. This 3D prototype was created in Rhino and Grasshopper. It was created to integrate plants into furniture. The prototype was 3D printed by me. At actual size, this table would be an average end table size.

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Opening Spread Mockup This project was all about pushing the readability of an article in favour of visual communication. I love experimental typography because it is so tactile and playful. I used a scanner to create unexpected shapes for the 'derailed' subtitle. I pushed thick block text together to create train tracks. The process of creating this spread was as organic and interchanging as the final product.

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Second Spread Mockup

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Opening Spread

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Second Spread

Tale of Two LRT Lines: Editorial Spread

This editorial design is created from a January Sprawl article by Jeremy Klaszus. It is comparing the hurdles the Green Line faces in getting built with the original Red Line approval process. The article design is an expression of those barriers and challenges.

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Magazine Cover

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Feature Spreads

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Feature Spread 1

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Feature Spread 2

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Feature Spread 3

Full Magazine Flip-Through

(ir)regular: Magazine Design

For this project, I worked with Cassy Funk to create a magazine from scratch. We started with the crazy idea to make an entire magazine about a single object and never looked back. After creating an identity for our magazine, we spent the rest of the semester researching, writing, and designing our Spoon magazine. Our magazine strives to answer the question: how do the simplest of objects affect our lives and culture? The audience for our magazine are design-focused (or obsessed) people that are always ready to learn more about design and the power of objects.