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

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

Objective Craft a brand identity* that is aesthetically disparate from others in the space, targets male customers, and resolves the paradox of exclusive yet approachable. Exemplify brand through packaging, site redesign, social media rebranding, email template creation, and other collateral as-needed.

Concept In a space saturated with earth tones, we claimed the untapped color of, as we call it, Toasted Caramel accompanied by a 70 / 30 balance of black and white, respectively. This trifecta exudes the elegance and refinement desired by the founder, and the prominence of black contributes to the masculine feel without excluding peoples of all gender. The use of such a familiar and unthreatening font allows the brand to feel approachable, as BeanGenius intends to be the one specialty coffee company to whom you can comfortably ask questions and from whom you can learn. All copy is written as a witty, personable human with an elaborate (but not pompous) lexicon.

*Preexisting logo mark by Paul Novoa

Fathom is a holistic learning center in Southern California founded by academic and retired navy man, Robert Ward.

Objective Design a minimal logo system that alludes to the double entendre of “fathom” meaning both to understand after much thought and a unit of aquatic depth equal to six feet.

Concept Fathom caters to two demographics: parents footing the bill for their child’s education aid, and the kids themselves. The logo is crisp and non-funky enough to earn the trust and respect of the former, and cool and hip enough that it might be mistaken for a surf brand by the latter. Fathom’s logo combines geometric forms, aquatic imagery, and a wave-y allusion to an open book illustration. The pop blue maintains ties to the aquatic theme while emoting a balance between rejuvenating and peaceful.

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 and company name ideas.)

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

Objective Redesign the Tuition.io site in such a way that modernizes the brand, refines user experience, and raises its aesthetic to the caliber of its tech space contemporaries.

Concept Ease of use was at the forefront of our intention in redesigning Tuition.io. We achieved a site that balances the trustworthiness needed by a company in the financial space with imagery and copy that exudes friendliness and ease, to keep users excited to interact with Tuition.io’s services.

Design Firm Howler
Creative Director Craig Fowler
Designer Sienna Rose Moffitt

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.

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.

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!

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.