m.hendrickson_Portfolio

P O R T F O L I O // 2 0 1 8

MICHAELA HENDRICKSON

GRAPHIC DESIGNER

000 ABOUT ME

: Being American born, European educated, and world
traveled has instilled a multicultural view within me that
transcends boarders both seen and unseen. I focus on
living my life authentically with a positive attitude, an open
mind, and maintaining both physical and mental activity.

I AM A CREATIVE, AN EXPERIMENTAL CHEF & A HUMANITARIAN.

2

000

TABLE OF CONTENTS

THE PHOENIX 5 - 16 :
BIKE MALAGA 17 - 24
MATT BLACK TOUR 25 - 32
ICE BUDDIES 33 - 34
WORK N’ GEAR 35 - 44
TJ MAXX 45 - 48

4

0 0 1 THE PHOENIX

THE
PHOENIX

THE
PHOENIX

THE
PHOENIX

001 DESCRIPTION

I chose to create a non-profit organization
that held a campaign to promote empathy. My
deliverables consisted of branding the non-
profit organization called The Phoenix as well
as branding the empathy campaign called Step
into My Shoes. I needed to produce powerful
promotional posters for the campaign. As well
as set up a website in which others could go to
and volunteer for the campaign and learn more
about what The Phoenix is and has to offer.

6

0 0 1 THE PHOENIX

MISSION :
STATEMENT

The Phoenix is a nonprofit organization that
promotes various campaigns, which target different
sociological issues. Each campaign focuses on a specific
behavior or attitude. The Phoenix’s purpose with
each campaign is to raise awareness about certain
perspectives in culture and society, which actively
work against people’s willingness to get involved. We
work towards diminishing these societal issues through
volunteer work. With each campaign launched, our goal
is to encourage people to reach out and help others
within their local community as well as globally.

:C A M P A I G N EMPATHY
FOCUS

The Phoenix has created a new campaign called Step Into
My Shoes. The purpose of this campaign is to raise awareness
of the lack of empathy in today’s society. Several social topics
where selected as examples of how empathy can be used to
promote positive change. The Step Into My Shoes campaign
aims to shed insight on these topics as well as promote the
use of empathy in everyday life. Ultimately our goal is to
encourage members of society to take action and volunteer
their time to help those who are in need.

8

0 0 1 THE PHOENIX v

Feelings of pity
and sorrow for
someone else’s
misfortune.

vs. The ability to
understand and
share the feelings
of another.

10

0 0 1 THE PHOENIX

INTOSHOINTO ES

INTO SHOES
SHOES

Step Into My Shoes campaign logo in two versions and
photography for advertisements.

12

0 0 1 THE PHOENIX

THINK LOOK

TWICE, TWICE,

STEP INTO HIS SHOES STEP INTO HIS SHOES

WWW.THEPHOENIX.COM WWW.THEPHOENIX.COM

LISTEN FEEL STOP

TWICE, TWICE, TWICE,

STEP INTO HIS SHOES STEP INTO HER SHOES STEP INTO HIS SHOES

WWW.THEPHOENIX.COM WWW.THEPHOENIX.COM WWW.THEPHOENIX.COM

14

0 0 1 THE PHOENIX

16

0 0 2 BIKE MALAGA

002 BRIEF

Propose navigation icons that people can
effectively interact and navigate within the
city of Malaga, Spain while on a self-guided bike
company.

18

0 0 2 BIKE MALAGA

CAC Roman Theatre Pompidu Center

Carmen Thyssen Picasso Cathedral

Alcazaba Constitucion Plaza Port

Bull Ring Park

Monument Route Alcazaba Bull Ring Cathedral Roman
Theatre
Plaza and
Boardwalk Route Port

Merced Plaza Constitucion Park
Plaza

Museum Route

Revello de Carmen Picasso
Torrro Thyssen

Gallery Route

CAC Pompidu
Center

20

0 0 2 BIKE MALAGA

22

0 0 2 BIKE MALAGA Bull Ring Park
Theater
Cathedral Picasso Museum
Revelle de Toro Museum
Pompidou Alcazaba
CAC Port

Merced Plaza Cons tu on Plaza

Carmen Thyssen Museum

ENG SPA ARA CHI RUS

WHERE AM I?

ROUTES STOPS

bike mal

ENG SPA ARA CHI RUS

WHERE AM I?

ROUTES STOPS

bike mal

24

0 0 3 MATT BLACK TOUR

003 BRIEF

Create a visual identity for a new motorcycle
documentary which tours across Europe.
Working with the client Dr. Matt Black (Anthony
Partridge) as well as recruiting and managing a
junior designer(s) to help support merchandising
deliverables.

003 DESCRIPTION

My inspiration comes from mixing mechanical
junk heads with a gypsy travel soul. Passion for
the pavement, honoring legendary bike
mechanics, and the nomadic lifestyle is what I
focused on when creating the tours brand. The
name of the tour is called “Gypsy Tour: Imperial
Diesel with Dr. Matt Black”.

26

0 0 3 MATT BLACK TOUR :

MY ILLUSTRATION
TEAM

Philippe Mchr Bianca Germaux

Graphic Designer Graphic Designer

By: Philippe By: Bianca

By: Philippe

28

0 0 3 MATT BLACK TOUR

30

0 0 3 MATT BLACK TOUR

32

0 0 4 ICE BUDDIES

004 BRIEF

Re-brand Ice Melt packaging with a fresh new
look. Client wanted a design that would separate
their product from the rest of the market.

SNOW SNOW

Buddie Buddie

ICE MELT DOES NOT IRRITATE NON-TRACKING LESS DAMAGE TO
SKIN Will not harm carpets CONCRETE
HIGH VISIBILE GREEN STARTS MELTING QUICKLY LESS HARMFUL TO GRASS, Easy to use, no and floors, will not Reduced damage to
COLOR INDICATOR UPON APPLICATION SHRUBS & CONCRETE protective clothing damage leather or wood and concrete
EXCELLENT STAYING SAFE ON necessary. Safer for footwear.* makes this one of the
CONTAINS CMA POWER ROOFS children and pets.* safest ice melters.*
(CALCIUM MAGNESIUM ACETATE) EASY DISPERSION
LESS HARMFUL TO Extended shelf life.* REDUCED CORROSION
VEGETATION TO METALS
Non-Hygroscopic Anti-corrosion agents
formulation. Won’t hurt reduce damage to
grass, trees or other vehicles, equipment
vegetation.* and other metal
surfaces.*
*When used as directed
*When compared to the leading ice melt brands

S FE DIRECTIONS FOR USE: NON WARRANTY:
EA Depending on the amount of ice and snow present, sprinkle No warranty expressed or implied concerning the use of
the ice melter on ice and snow at the rate of 1 lb. to 4.5 lb. this product is made by the manufacturer or seller other
FOR per 540 ft2. When applied during the early stages of a snow than for the purposes indicated on the label. Manufacturer
& storm, this ice melter makes snow removal much easier. and seller make no warranty, expressed or implied,
CAUTION: concerning the use of this product. User assumes all risk of
PETSLIFE Keep out of reach of children. Use only for melting ice and loss or damage arising from use, handling or effects
ILD snow. This product may cause skin irritation for some thereof. Manufacturer and seller can accept no
individuals. If skin irritation occurs, rinse with water, remove responsibility for injury to persons or animals or for loss or
W and wash contaminated clothing and consult a physian. This damage to plants, soil or other property resulting from
product may cause eye irritation. If eye irritation occurs, failure to follow directions for use or to observe cautions
SAF flush with water for 15 minutes and call a physician. Harmful printed on this package. In the event that the use of this
if swallowed. If ingested, give water, induce vomiting and product causes damage to person or property, purchaser
call a physician immediately. expressly agrees that his sole and exclusive remedy
NOTE: againgst manufacturer and seller will be to returen the
Flaking or spalling may occur by using any ice melter unused portion of these goods and recieve a refund of the
product on poor quality concrete surfaces. Do not use on purchase price.
concrete less than one year old or that was not properly
mixed, finished or cured.

Packaged For:
The Durkin Company
4 Tower Farm Rd.,
Billerica, MA 01821
www.thedurkincompany.com

SNOW SNOW

Buddie Buddie

ICE MELT ICE MELT

HIGH VISIBILE GREEN STARTS MELTING QUICKLY LESS HARMFUL TO GRASS, DOES NOT IRRITATE NON-TRACKING LESS DAMAGE TO
COLOR INDICATOR UPON APPLICATION SHRUBS & CONCRETE SKIN Will not harm carpets CONCRETE
EXCELLENT STAYING SAFE ON Easy to use, no and floors, will not Reduced damage to
CONTAINS CMA POWER ROOFS protective clothing damage leather or wood and concrete
(CALCIUM MAGNESIUM ACETATE) necessary. Safer for footwear.* makes this one of the
children and pets.* safest ice melters.*
EASY DISPERSION
LESS HARMFUL TO Extended shelf life.* REDUCED CORROSION
VEGETATION TO METALS
Non-Hygroscopic Anti-corrosion agents
formulation. Won’t hurt reduce damage to
grass, trees or other vehicles, equipment
vegetation.* and other metal
surfaces.*
*When used as directed
*When compared to the leading ice melt brands

S FE DIRECTIONS FOR USE: NON WARRANTY:
EA Depending on the amount of ice and snow present, sprinkle No warranty expressed or implied concerning the use of
the ice melter on ice and snow at the rate of 1 lb. to 4.5 lb. this product is made by the manufacturer or seller other
FOR per 540 ft2. When applied during the early stages of a snow than for the purposes indicated on the label. Manufacturer
& storm, this ice melter makes snow removal much easier. and seller make no warranty, expressed or implied,
CAUTION: concerning the use of this product. User assumes all risk of
PETSLIFE Keep out of reach of children. Use only for melting ice and loss or damage arising from use, handling or effects
ILD snow. This product may cause skin irritation for some thereof. Manufacturer and seller can accept no
individuals. If skin irritation occurs, rinse with water, remove responsibility for injury to persons or animals or for loss or
W and wash contaminated clothing and consult a physian. This damage to plants, soil or other property resulting from
product may cause eye irritation. If eye irritation occurs, failure to follow directions for use or to observe cautions
SAF flush with water for 15 minutes and call a physician. Harmful printed on this package. In the event that the use of this
if swallowed. If ingested, give water, induce vomiting and product causes damage to person or property, purchaser
call a physician immediately. expressly agrees that his sole and exclusive remedy
NOTE: againgst manufacturer and seller will be to returen the
Flaking or spalling may occur by using any ice melter unused portion of these goods and recieve a refund of the
product on poor quality concrete surfaces. Do not use on purchase price.
concrete less than one year old or that was not properly
mixed, finished or cured.

Packaged For:
The Durkin Company
4 Tower Farm Rd.,
Billerica, MA 01821
www.thedurkincompany.com

34

0 0 5 WORK N’ GEAR

005 NEWSLETTER

Design a Newsletter for Work N’ Gear. The design
must be able to be printed from regular printers so
the managers at each store have an electronic and
paper version. This newsletter gives direction to
all store managers on how to set and design their
store, to keep a unified look across all WNG shops.

36

0 0 5 WORK N’ GEAR

005 STORYBOARDS POWER TOOL worker

Work N’ Gear is creating a marketing campaign, Close up frame of man stepping
featuring all the brands they carry in a 6 second out of his truck. Detailed shot of
video. Using powerful images and minimal text, I the boot. If we have a shot of two
created multiple storyboards focusing on different feet landing in the dirt from the
blue collar jobs. truck, that will be frame 2.

POWER

Very slow zoom on to man starting
up his power tool. Main focus on
the body and the arm pulling may
leave the frame. The word POWER
appears over video. Want no
effects on the word POWER.

Man pulls jacket out of his truck. Extreme close up of gloves Lower body shot of man walking
rubbing and have them quickly away and diagonal with his power
clap once. Want this shot to focus saw hanging by his side.
on the dust flying off.

POWER

THROUGH

The word POWER stays on screen Extreme close up of man’s boot. KEEP GOING
as video changes. The word Power tool and sparks flying in the
THROUGH will appear underneath back out of focus.
as example above.

Video goes blue with WorkNgear
logo and tag line. Want both to
have no effects on them.

38

0 0 5 WORK N’ GEAR
Welding GUY

KEEP GOING

CONSTRUCTION/heavy machinery man

KEEP GOING

40

0 0 5 WORK N’ GEAR

005 ONLINE AD

Design a moving advertisement piece for Work N’
Gear, highlighting a particular Carhartt best seller.
This was produced on Z-Mags so it was able to live
on multiple platforms across the web. The ad had to
feature a video from Carhartt and when clicking play,
the video would enlarge to cover most of the ad.

005 HOLIDAY CAMPAIGN

Design the store fronts for Work N’ Gear store fronts. Create
window decals and in store signage.

BOOTS GIFT WALLETS SHOALIDLAEY

SHOALIDLAEYBOOTS CARDS
BUILT TO
LAST

THERMALS STOCKING
STARTING AT STUFFERS

$497

SWEATSHIRT
STARTING AT

$497

JEANS

STARTING AT

$497

42

WNG HOLIDAY 2017 A STORES

0 0 5 WORK N’ GEAR

WALLETS STOCKING
STUFFERS

CLEARANCE GIFT BOOTS

S$A4LEHSSTOCARRLTIIUNDGBAASTY CARDS
97
HOODIES

WNG HOLIDAY 2017 WINDOW POSTER & HANGING WINDOW SIGNS

WNGHOLIDAY 2017 EMPLOYEE T- SHIRTS WNG GIFT CARDS

GIVE

The Perfect Gift

44

0 0 6 TJ MAXX

006 PACKAGE DESIGN

A package design concept for TJ MAXX’s animal magnets.
My concept used the foot prints of each animal and
created a fun design as the backdrop.

HAND PAINTED HAND PAINTED HAND PAINTED

Animal Magnets Animal Magnets Animal Magnets

FROG OWL DOLPHIN

HAND PAINTED HAND PAINTED

Animal Magnets Animal Magnets

GIRAFFE GECKO

ANIMAL MAGNETS - CONCEPT 2

46

0 0 6 TJ MAXX

006 PACKAGE DESIGN II

Package design concepts for TJ MAXX’s colored and wooden
pencils.

COLORED PENCILS - CONCEPT 3

WOODEN PENCILS - CONCEPT 6

COLORED PENCILS COLORED PENCIL SET
ARTISTS SET
ARTIST ASSORTMENT
24
24
PENCILS
48
COLORED PENCILS - CONCEPT 2