As a graphic designer and the lead photographer at the USC Design Studio from 2015 to 2017, I led the creative direction of photoshoots across all USC departments and particularly enjoyed contributing to each seasonal bookstore catalog. The USC Design Studio and USC Bookstore collaborate on the spring, summer, Nike, and holiday catalogs, advertising the latest gear to the Trojan fan community. Additionally, I assisted in the design of bookstore promotional collateral for sales, advertisements, and announcements.
Client: USC Bookstore
Skills: Location Scouting, Photography, Retouching, Photoshop Clipping, Apparel, Products, Trademarks, Licensing, Merchandise, Print, Web
The pre-existing style of USC Housing's materials were clunky, dated, and over-designed. The standard style guide I created for the USC department traded the darkness of cardinal and charcoal colored pages for clean white negative space, as well as exchange chunky bold typefaces for a thin alternative. These changes brightened the overall feel and helped bring USC Housing marketing materials to a cleaner and more modern place. Additionally, as the lead on photoshoots I vied for less models and instead to let the photography focus on the real. Photographing members of the Trojan family during candid moments in their life on campus, such as during move-in day, lent a more genuine air! Here's a brief look into a few of the catalogs I designed for them.
SKILLS: Rebranding, Location Scouting, Photography, Retouching, Photoshop, Layout, InDesign, Print, Web
Full USC Housing Catalogs can be viewed by clicking on the images below.