Objective Explore the word conceive in a medium of your choosing and present in a 16-page signature.

Concept Collect anonymously-submitted stories about what one knows of their conception. Integrate text excerpts with collages inspired by the aforementioned stories.

Welcome to my university thesis project!

Objective Take advantage of this finally opportunity that exists in design school wherein I, Sienna, am the client and I can design to my inherent aesthetic. I invite you to consider this the most accurate depiction of the creative world that lives inside my mind + soul.

Concept A reimagining of and improvement on hospital assets, with an emphasis on restoring a sense of humanity to this sterile world. Riddled with dark humor and Caslon’s font Two Lines English Egyptian, the thread running through this collection is an offering to the patient that they are seen.

Exhibition The S.A.D. Show / The EDA / Los Angeles / 06.2016

Objective Curate a reading experience that embraces and reflects the content of "Thinking of the Sun" and “The Dead Speak” from Life After God by Douglas Coupland. The book should contain Coupland's text accompanied by additional hand-selected text and images.

Concept Encourage readers to sit with each vignette for a moment, rather than quickly flip through, which can often occur with stories of such brevity. This is achieved by breaking up the text into 19 booklets: one introduction booklet, twelve booklets for each vignette in “Thinking of the Sun,” and six booklets for each vignette in “The Dead Speak.”

The yellow v. white reading experience simulates the sensation described in the text just after the sun explodes: everything flashes white for a moment before the world slowly seeps back into view.

BeanGenius is an algorithmic coffee subscription that recommends coffees based on users’ previous coffee ratings. It’s Pandora, for coffee.

During an 8-month internship, I worked with the founder to establish brand strategy and executed a rebrand including identity, packaging, and collateral (e.g. brew guide, sticker, thank you note). I also represented BeanGenius at conferences and events, including Bon Appétech SF 2015.

During my year as Creative Director, I revisited and enhanced the brand system extending from identity to social, packaging, ecommerce site, and adverts. Together, the founder and I oversaw 2 new hires and I created and managed a social media internship program. Additionally I produced digital marketing campaigns and managed social media, including fostering brand partnerships and writing biweekly coffee-centric articles.

Prompt What is one thing you can’t live without?

Concept Putting a mindful twist on a comically blunt response, this P.S.A. series features a collection of posters that raise awareness around different topical concerns all on the foundation of O2, or breathable oxygen. Such concerns range from air pollution and respecting Earth and all its creatures to the mere practice of taking a moment in our nonstop mad rush to pause, and breathe.

(P.Essays is a fictional P.S.A. firm, the name of which comes from my ever-growing list of band + company name ideas.)

CounterForce Lab, the brainchild of Rebeca Méndez, is an initiative that seeks to establish and execute designers’ role in the conversation around ecological impacts of anthropogenic climate change.

Concept Leverage the approachable medium of storybook to create a story for readers of all ages that can promote intergenerational conversation about anthropogenic climate change. This particular book feature Clemens, a California red-legged frog, who journeys through LA’s Sepulveda Dam to find unsightly scenes and wise creatures. Through his adventure, he learns of “the people,” he witnesses hope, and he understands that the earth is home to all creatures and that we all share the responsibility to tend to it. Clemens is one of a potential series of similarly-structured books featuring varying creatures in different extant locales.

Sienna Rose Moffitt Concept, research, narrative, copy, production

Lizzie Zweng Research, narrative, photography, illustration

Fun Fact Clemens is named for Mark Twain, formally Samuel Langhorne Clemens, whose career took off when he wrote a short story entitled “The Celebrated Jumping Frog of Calaveras County,” which features a California red-legged frog!

Prompt Design a game with Unity that confronts a controversial topic.

Concept I once spoke with a man who shared about his lonesome childhood and how video game worlds were his escape to elsewhere. Not violent games, not even games with jewels or villains, but games that were beautifully designed worlds with emotive soundtracks, the intent of which was to merely explore and interact with creatures and crafted environments. Brownshirts and Collared Noses combines this concept of game as crafted world for exploring and my love of history.

The game is set in 1936 Berlin, as the town readied for the arrival of the Olympics. The Nazi party found this a grand opportunity to hush any talk of antisemitism, to rid the city of filth and folks residing on the streets, as well as to prove the efficiency and cleanliness of Berlin under Nazi rule.

The player is a faceless brownshirt officer with an internal struggle of joining the Nazi party to keep himself and his family safe, but feeling weary of their propaganda and his assignments. Players can interact with the game by hiding signs of antisemitism and engaging in discourse with various denizens.

This is a site where employers can help pay off their employees’ student loans.

Design Firm Howler
Creative Director Craig Fowler
Designer Sienna Rose Moffitt

This is a 40 second homage exercise to So Many Wizards’ ‘Best Friends.’

See the original here.

A smorgasbord of creations designed by yours truly over a nebulous period of time.