“Doughlicious” Cookie Dough Logo Pitch

Artboard 1

This logo mock-up was pitched to a local cookie-dough seller, Doughlicious, as possible logo ideas. The nature of their business was to serve cookie dough like ice cream, so I strove to create a logo as unique and as their idea. They were working on the BYU-Idaho campus, so I wanted to focus on a clever and modern design to appeal to their audience. The logo was designed to focus on both a male and female audience, between the ages of 18 and 25.

Type Used

Caviar Dreams: http://www.dafont.com/caviar-dreams.font

Images/Graphics Used:

All graphics used are my own.


Magazine Project


Wireframe Sketch



  1. I looked at a series of other magazines and got in the “magazine” mindset. I often complete a design only to realize that – while its good – it doesn’t fit the form I am designing it for. So, I attempted to get in that mindset as early and as deeply as possible: “Think Magazine.”
  2. I chose the talk “Joy Through ‘Incompetence’” by Scott Franson. I watched it one sunday the message’s main points, I felt I could make a magazine which was designed to emphasize his points.
  3. I chose a color palette. In the past, I somewhat accidentally left the color pallette as an afterthought until it was too late! This time, I was determined to do things differently. I am glad I did! I decided to create a logo and to decide on the color pallette there. From there I integrated that color pallette into the rest of the design. It really helped me focus my design, and tie my thoughts together.
  4. I created a wireframe of my website.  I determined to shoot for a simple, traditional, yet original design generally. Something which evoked the familiar – as I’m afraid my skills aren’t quite fit for avant garde yet – but also something which was distinctly its own. I followed the KISS principle. I decided upon my structure, first: two images diagonal from one another across the spread, with two rows of text across each page. I wanted to incorporate a third image which didn’t detract from my two main images, so I opted for a small image bubble which broke up the text, but also tied the two images together in some way. I decided to align everything to each of their individual columns, besides the large pictures. I also set apart the upper right hand corner as a section for a quote to make it real magazine-y.
  5. I created paragraph styles for my titles, subtitles, and copy text. This ended up saving me TONS of time. I chose my fonts during this time, and opted for a serifed font for my title text and a sans serif for a copy. While I know generally serifed font works better for print, a lot of the magazines I saw had sans-serif fonts. I felt they looked quite good.
  6. I felt the spread I had chosen gave me a very good idea for images. I would take a picture of the statue on campus of the two people studying. I would then take a picture of a person who was studying. I would set them up so the lead room faced one another. This mirrored the notion of study and gaining knowledge with the practical application of the principle itself. This principle of competency is obviously pivotal to the message of the devotional. I settled on a bubble image which related to both. I opted for an image of the statue from a new angle.
  7. I used Master Page A for my front and back page in order to place the Issue information on both the front and back of the magazine.
  8. I used Master Page B for my inner magazine design in order to properly place the Issue information, the magazine title, and the page number appropriately at the bottom of each page.
  9. After this I felt some lines would help to tie in the color pallette I had chosen and already applied to my fonts. I placed these lines in different places which I felt emphasized certain features of the magazine. The images, or the quote I separated in the upper righthand corner.
  10. I went out to take the pictures, and took far more than I needed to. I rented the camera from the Mac Lab on campus. I settled on some of the images which came out lighter than others. Make sure your camera settings are right when you are taking pictures!
  11. I organized the images within their predetermined frames. The images I had in mind for my front, back, and article images all surprisingly worked perfectly! At least after some fiddling with them in photoshop. A moment of pleasant spontaneity!
  12. Following my critiques, I made my bubble image smaller. I also made both of my lines beneath the images span the entirety of each image.
  13. Also following critiques, I aligned my text and lines more appropriately with one another in columns. I edited my back page image, and adjusted the zoom as well. I did this in order to reduce the “blown out” appearance of the unedited image.

Critique Process

In my Visual Media class we met in groups of three in order to critique one another’s designs. We each spent about ten minutes on our projects. I came away with a lot of small, fine tuning things which I would have never caught! It was very helpful. I adjusted my backside image, provided more space between the page numbers and the bottom of the magazine page, and made my bubble image smaller.

I then met with my teacher, Sister Godfrey. She explained the biggest issue was slight problems with alignment, and she helped me divide the image into two equal sections. I then was able to align all of my elements properly, although I did have to mess with the text boxes some in order to make sure it looked nice. I really appreciated my critiques this time! I feel they really helped elevate and refine my design.

Top Things Learned

If you fix one problem, you should always expect 10 more to emerge out of that one. There were many times I just thought “let me fix this one small error in text allignment” and suddenly on the other side of the spread time text was going in front of a title, or was going over an image. I quickly learned to check thoroughly for more errors after each edit – especially when dealing with text.

Target Audience

Men and Women ages 20-30 and 45-60. This is because the magazine must appeal both to students and visitors. Likely, this will be placed on stands for free throughout campus. So, it must both present a modern image for students, but also a deeply mature image that reflects the mature standards of BYU-Idaho. It is meant for those who are looking into whether the university is right for them, or for their children. It is meant for visitors who want a clear picture of the college’s primary tone and goals. It is meant for students who are looking for information about that month’s activities at BYU-Idaho.


BYU-Idaho is a simple university with a professional, mature, approach to the learning process. Education is at the heart of every aspect of BYU-Idaho. The purpose of this design is to simultaneously appeal to the eyes of visitors and students alike. U&I is a magazine that is esthetically modern, but with the heart of something truly traditional.

Title Font and Category

Napo // Slab-Serif

Copy Font and Category

Gravity // Sans-Serif

Color Names and Color Pallette

Navy with Gold Accent // Complementary

Thumbnails of Unedited Images


Image Sources

All images and Logos were created by me.

Brochure Project

Brochure MAIN-page-001Brochure MAIN-page-002


Design a brochure for a company


  1. First I researched some brochure examples, and decided a “globe” focus would work wonderfully for a travel agency.
  2. I primarily focused on using InDesign for making my brochure. I created a series of six circles. I felt they would work well for the globe focus. I figured I could create sort of “portholes” to the places the Travel Agency specializes in. I realized a unique brochure could go a far way when it comes to standing out from our competitors. 
  3. One side of the brochure I focused on the locations the Travel Agency specialized in. I realized if I made each circle a frame I could easily place a photo within it as well as text.
  4. The other side of the brochure I focused on information about Go Travel. About who they are, and about how you should go about setting up your vacation.
  5. I used Photoshop to create two text-wrap images for my brochure pages that mainly carried information about Go Travel.
  6. For the side of the brochure dedicated to the locations, I wanted the place to be emphasized. So, I wanted the entirety of each page to be a window to those places. Along with these images I wanted to make information about each location the focal point of that page.
  7. I created three different Paragraph Styles. One for titles, another for the information side of the brochure (one based around indentations), and a third (following one of my critiques) for the location side of the brochure (focused on a line space after each paragraph, rather than an indentation).
  8. I created a new logo which brought in a golden touch to the design. I decided I should make all of the panels fit this color palette
  9. I created a golden border around the edges of the images in order to help maintain a clear color palette of contrasting gold and blues.
  10. I exported the image as a PDF for printing.
  11. After printing, I realized there was a serious issue with my alignment.
  12. To fix the alignment I checked each circle. Each one I ensured had identical dimensions.
  13. I grouped each group of circles and aligned to the middle on the x and y axis.
  14. I double checked the alignment by using the graph feature on InDesign.
  15. I triple checked by using identical rectangles and placing them above and below each circle. I ensured the lines were as straight as possible.
  16. I printed it out again. While not absolutely perfect, it was far better than before.
  17. I cut out the circles with my classmate, Alex, using an Exacto Knife

Critique Process

I met with a variety of individuals from my Visual Design class. As they looked over their design a consistent complaint they had was that I used indented paragraphs on the back portion of my design. They felt it would look better spaced, rather than indented. I agreed, but also recognized the need for three different paragraph styles. I realized I shouldn’t actually have both an indented and a line space style. So, instead, I opted to to take one of my panels and dedicate it to contact information. This allowed for there to be sub headers listing each of the contact forms. I also realized they were confused as to what exactly my logo was. So, when I went home I designed a more traditional logo which had a definitive color scheme. I created a golden logo, and worked this color of gold into the rest of my design. I was glad I did this after meeting up with a classmate by the end of Alex. 


Go Travel creates an exciting, deeply immersive travel plan. Look at all the places you could go, and make your travel plans with Go Travel today. This design is meant to provoke the eye of a passerby. It’s supposed to show a uniqueness not found in other travel agencies. 


Men and women ages 30-65. Those who are affluent, and capable of spending money on a lengthy vacation. Those men and women who desire to explore and “experience the world.” Those who are seeking a travel agency that is unique, stylish, and professional. 

Top Things Learned

Drafts. Drafts. Drafts. The more drafts you have, and the more you print and check, the more refined the design will be. It is worth paying the printer and taking the time to draft your work and refine it. Also, I learned I need to be a better at “K.I.S.S”-ing. : Keep it simple, stupid. While initially my idea seemed simple enough, in the end I discovered I had chosen quite a difficult overall design. I decided I would rather shoot for the moon than just scrap my idea. Thankfully, in the end I was pretty happy with how it turned out. Next time, though? I’ll try to think simple before I start.

Color Scheme and Color Names

Complimentary // Gold and Blue

Title Font Name and Category

Bodoni MT Condensed Italic // Serif

Copy Font Name and Category

Segoe UI Semibold // Sans-Serif

Thumbnails of any original, unedited images used in the project

AFRICA ELEPHANTalexander-ramsey-182409China 2RUSSIAsho-hatakeyama-117306

Source of each image

Web Page Mock-up



Design a website homepage using a grid.


  1. Sketched three different layouts for my website. Each was vastly different. I decided I wanted to go for a less traditional website design. Initially, at least.
  2. I then created three different wireframes using a 960.gs 12 grid. Each a wireframe rendition of my sketches. Included is the initial wireframe design for the design I (initially) went with.
  3. Using the grid, I aligned all elements to the left side of my page from the start. Each with varying distance from the edge.
  4. I initially made the header solely the logo.
  5. I added a line segment next to the left side navigation text in order to provide a minimalist separator from the main page’s text and image. It was literally the only line on the page. The rest was either an image, a dot, or text. This one line, I hoped, would convey enough meaning to guide the user through the page.
  6. I realized Worldwide Security was a very straightforward company. There didn’t need to be a lot of information for those visiting the site. The company is very niche, and usually the type of people who would hire them already are aware of the services they provide. So, I opted at this point for a very simple menu system. One click to go anywhere you needed to go. Minimalism was the goal.
  7. In order to emphasize hierarchy I chose a large font for the header, a smaller font for the subtitle which listed the section you were in (and made this font a sans-serif), and the smallest font for the main text and the navigation on the side.
  8. For the side menu I wanted to continue with the “planet” design focus I had used in my letterhead and business card for my “business design” project. So, I added the same footer I had for my letterhead. I also added color to each of my bullet points which were on the side navigation bar so they mirrored the colors of the planets I used in the footer.
  9. I found a photo online which helped to highlight the planet theme further, while also helping to clearly define the blue dot in the logo (representing the Earth).
  10. I added a simple location and copyright section in my footer as well.
  11. After printing out my first design draft, it just didn’t feel right. It felt bad, even. When I spoke to my professor I explained simply “This just looks like a letterhead.” She responded that she had just been looking at someone’s resume and it carried a lot of similarities.
  12. Following my critique, I decided to greatly alter my design. Ultimately? I decided to change just about everything about my layout. I realized that when it comes to a website usability is much more important than originality. So, while a website can be creative, ultimately it is a tool! If your user doesn’t know what to do on it, then your design is faulty. So, I decided to switch to an equally minimalist look that had a less abstract structure.
  13. Firstly, I wanted to make my header more defined, and my footer as well. So, I inverted the color of the ring in my logo to make it white, and made my text white as well. I then placed a black rectangle behind all of these.This helped provide a professionalism, a solidness, and a more pristine look to my design.
  14. I performed a similar maneuver with my footer. I thinned it out, made the copyright and address text much smaller so it would fit (and so it wasn’t as big as my primary text – an oversight I had already made). I changed the color to match the color of the header.
  15. Still, there was something off. No matter what I did, I couldn’t get the side navigation bar to look good. Even when I changed the colors so they weren’t mirroring the planets they just looked bad. It looked like little more than a wireframe. As I shuffled with this design i decided to look at some other examples of vertical navigation bars. I cruised through Google, and had a realization: My problem was the bullet points.
  16. After getting rid of the bullet points I also realized my footer image I had used on the letterhead just wasn’t going to work. My logo was timeless, that thing wasn’t. It threw my whole color scheme off. It belonged on a letterhead. Not a website. I got rid of it and replaced it with my more simple, refined logo. It fit more in with the clean cut look my new design was aiming towards.
  17. After fiddling with the side navigation bar I realized my logo just didn’t lend itself to a vertical navigation bar. The words “Worldwide Security” stretched horizontal, and the eyes had to travel all the way to the side in order to view the navigation. It felt disconnected from the logo and the header. It just didn’t fit. I decided then that I had become a bit of a slave to the idea of a side navigation bar. I laid the five main navigational buttons in equal distance from one another, and laid them beneath the company name.
  18. I got rid of all things from the sides and aligned all text and images with the company name in the header as well.
  19. I changed the colors of all the navigational words to blue, the same blue as the dot in the logo. I also made it so when you hover or click on a piece of text it turns white. This is so the user can clearly see where they are – both using the subtitle beneath the heading as well as the navigation bar.
  20. When all was said and done I was left with what still felt like a unique – but not ridiculous or letterhead-like – design. I ended up extremely satisfied with my design. It was a hard design to make, the hardest I have made yet despite its simplicity. Clean and Minimal, cutting and sharp, aggressive yet elegant.



Critique Process

In class I met with Chris, Brooke, and Robert. They looked over my design and ultimately suggested I refine my header and footer, as well as the general color palette. Their color palette critique was their most beneficial. As I refined the color palette from a series of colors to just a selection of three it gave the design a much cleaner presentation. More fitting for a professional company.

I still felt a lot of work needed to be done, so I talked to my professor. She gave a whole slew of things I could look at revising. From font sizes, to tightening up my logo size, to providing a clearer separation between the header and footer. These were not drastic changes, but as I sought to change them I discovered some of the major flaws I had in my design.

My class then spent time going from website to website, quickly sketching out new ideas for the website’s design. I was struck that only one of the sketches someone had made for mine included my vertical navigation bar. All others suggested I move the navigation to the top of the page. Although I resisted this criticism at first, when I decided to give it a chance I realized it looked worlds better. I had gotten so married to my original design idea that for a time I was refusing to make it better.

I will never take critiques for granted again when it comes to design. Fresh eyes provide fresh perspectives, and without the insight my professor and fellow students invited my website would still look bland – even downright bad if I am being honest. The critique made this design come to life, or at least my listening to it and trying something different.


We are a professional business for those who already understand our services. If you need professional, secure, worldwide security, then you are in the right place.


Men and Women ages 35-60. Professionals, politicians, and people in charge of providing security for the global elite.

Top Things Learned

Never get married to an idea. If you cling to a design idea you may never realize it is the problem. As you let criticism into your life and allow yourself to experiment with new ideas, you may learn the best design is something you hadn’t initially thought of.

Color Schemes & Color Names

Triad // Dark brown / Gold / Muted Blue

Title Font Name and Category

Edition // Serif

Copy Font Name and Category

Roboto Light // Sans-Serif

Thumbnails of any original, unedited image(s) used in the project



Source of each image


Link to Image 


Business Identity Project



Create a logo for a company/service/organization and establish a visual identity across documents.



  1. Sketched out a series of different ideas for logos on scratch paper. I also began creating logo options in illustrator – until I found inspiration in morse code.
  2. I realized synonymous with safety was the infamous call out “SOS.” This seemed to illustrate a clear symbology for a security organization. “…—…” is the code for “Save our souls.” I realized “…” Could illustrate the safety provided by an organization.
  3. Next, I wanted to illustrate the worldwide nature of the organization, which is where the ring came from. I had also been playing with the idea of a corporation which was from the future. Synonymous with future and the idea of the future – for me – is space. I realized the three dots could represent the first three planets in the solar system. Putting a ring around the third dot simultaneously illustrated the concept of earth being what is protected as well as helped show the worldwide protection provided by the organization.
  4. I used the shape tool to create three different dots of equal size and equal distance from one another.
  5. I used the font “edition” to maintain the firm, orderly, business nature of the organization. I placed the “wws” beneath the symbol for when the logo stands alone with no context, but I wanted to make sure the symbol itself was strong enough to hold its own without a WWS.
  6. After establishing this first logo draft I went on to make the business card. First I worked on the back, which I felt should be simple, plain, and easily recognizable at first glance. The logo is boldly stated in full
  7. Next, I set the logo in the top left corner on the front of the card, with the full name of the company next to the symbol. I removed the “WWS” because I felt it would be redundant along with the name of the company.
  8. To maintain a clean, sterile design likely found in a security firm, I aligned all other information with the name of the company itself. I chose a sans-serif font for the copy text to contrast with the “editon” font.
  9. I added a line to the right of the logo and name in order to emphasize the horizontal alignment of the heading.
  10. Next I began work on the letterhead. To maintain repetition between design forms, I used a nearly identical heading on the upper portion of the letterhead as I did on the upper portion of the business card.
  11. Desiring to add some flair to the bottom of the letterhead, I decided to present the logo within the context of a minimalist solar system. This emphasizes some of the planetary undertones of the logo. To make the idea of the minimalist solar system clear I added a much larger dot at the beginning, signifying the sun.
  12. Following a critique, I added three different colors to the design to help better signify the planetary nature of the logo. The blue I wanted to clearly show earth in stark contrast to the other planets, so I went for more subdued colors for the first two dots. I didn’t want colors which stood out too much, as it may undermine the seriousness of a the services provided by Worldwide Security. The before the blue dot are also referencing the colors of the planets they represent.  
  13. Also thanks to critique I decided to provide more dimension to my design. Initially, I tried a drop shadow on the entire design (including the aligned “WWS” for Wordwide Security beneath each dot), but realized by giving the entire logo a 3D effect I sort of gave no part of my design dimension. It was just too much! I settled on only adding a slight drop shadow to the “ring.” It was amazing to see how much dimension and quality such a subtle change could add.
  14. Finally, thanks to critique, I removed spaces between lines on the business card, and added more space between the copy text and the header text. Initially, the name “Luke Andersen” almost looked like a subtitle to “Worldwide Security.” Adding this space between copy and header text fixed the issue.

Critique Process

This was a really unique critique process, due to the variety of people I talked to about the logo to get their perspectives. First, I asked a fellow classmate – Matthew Rapp – which of the designs he liked the most out of my three preliminary ones. His favorite logo was actually one I decided not to go with, but he helped refine that logo’s design. As I described the logo I chose to Matt, I realized I had actually positioned the ring around the wrong dot. I had placed it around the dot symbolizing mercury (the middle dot), not earth. This was an improvement on the design which came out of my critique despite Matt not directly providing the information.

After settling on my logo, I proceeded to create my letterhead and business card. I then asked my professor for a critique over email. I sent over a PDF which included my business card, letterhead, and other logo options I had created. At the time, all of the logos were monochromatic in nature and black and white. She liked the logo I selected, but felt it was a little flat and dull. This was how I decided to add the planetary colors to the design, as well as the slight drop shadow on the ring. She also recommended a thicker sans-serif font so my copy type would be more legible. So, I changed from Quicksand to a slightly thicker sans-serif: Roboto Light.

Finally, as I visited home I showed my mother the design. She suggested adjusting the proximity of words on the business card to increase relationships between the contact information. She showed me some of the business cards she had laying around the house for examples of how contact text should be layed out. This ended up being really helpful in refining my business card design.


Worldwide Security is a professional, modern, effective security organization.  It is interested in providing security service on an international level.


Business professionals and politicians, male and female, ages 40 – 65. This is a service for those who need protection. So, the logo is meant to signify safety and professionalism. The logo and design is meant to appeal and clearly stand out to those needing security at major public events. People who need this service, or people who organize such services, are generally old and professional. This logo is designed to catch the attention of such people.

Top Things Learned

The subtlest change in a design can make or break it. Boldness is needed in designing something recognizable, and part of being bold is knowing how to effectively use subtlety.

Color Scheme and Names

Triad // Dark brown / Gold / Muted Blue

Title Font Name and Category

Edition // Serif

Copy Font Name and Category

Roboto Light // Sans-Serif

Thumbnails of any original, unedited image(s) used in the project


Source of each image

All graphics are my own.

Montage Project



This article was created entirely using Photoshop, with fonts being found on dafont.com

  1. Cropped dancing couple out of the dancing couple image
  2. Moved cropped portion of the dancing image over the fire. Resize so the couple is enclosed over the fire.
  3. Added mask layer to the dancing image layer.
  4. Used paint brush flow tool at 22% to ensure it was only the dancer’s upper bodies over the fire.
  5. Used 22% flow tool to bring back portions outside of the dancers. Dragged diagonally primarily towards where the text would be. This also provides enough visual context from the dancer layer to see they are dancing. Removed the dress from the image, making it as though the fire was somewhat like her dress.
  6. Placed an iris blur filter surrounding the couple so they would be crisper while the rest of the image would grow slightly blurrier. This provides a focus on the dancing couple – rather than the fire, embers, and surroundings.
  7. Placed quote text in the upper right hand corner. Used a serif font.
  8. Placed attribution text box beneath quote and aligned it with the right side of the quote. Used a non-serif font to provide contrast between the text.
  9. Lowered all text and moved it rightwards. Made sure there was still plenty of white space, but allowed the words to have a clearer proximity relationship with the dancers.

Critique Process:

I met with a group of three other students from my class: Matthew Rapp, Nick Bojorquez, and Alex Socarras. We met in person, and swapped one another’s projects. Giving individual critiques on each one.

They suggested to move the words closer to the dancers, as well as to remove the dress from being layered over the fire. I agreed with these suggestions. I removed the dress and lower portion of the dancers’ bodies from the fire, leaving only the upper portion of the dancers visible.

They also suggested making the dancers a little more highlighted – rather than having them barely visible. I also agreed with this, so I highlighted them while still leaving them slightly transparent. This highlighting allowed the dancers to be clearly seen as dancing without making them appear stark against the dark background.


This image aims to spread a simple, profound message: We may stand alone amidst a world of trial, but this does not mean we cannot thrive.


Anyone currently seeking inspiration or an inspirational quote for someone else. People in need of peace.

Top Things Learned:

Proximity is a difficult task to pull off. One must not make things cluttered, but one must also not make things too spread apart. Proximity should be toyed with to discover the best placement for elements of the image.

Color Scheme and Color Names:

Monochrome with orange accent // Black, White, and Orange

Title Font Name and Category:

Quicksand // Sans-Serif

Copy Font Serif and Category:

The Soul of Vodka // Serif

Thumbnails and sources of unedited images used in this project:

alvin-mahmudov-175985 joshua-newton-146019

Unsplash. Image by Alvin Mahmudov: https://unsplash.com/photos/VUMdDPNxTsg

Unsplash. Image by Joshua Newton: https://unsplash.com/photos/8z9pi6GgOo4