portfolio

Rachel

Waterman

Writer | Editor | GrAPHIC Designer

I am a writer, editor, graphic designer, & photography enthusist

Welcome to my online portfolio!

I am a dedicated learner and collaborator who is passionate about words and visuals. I love the puzzle of clarifying meaning and impact through language and design. My hope is to do work that incorporates my skills and passions and gives me the opportunity to work with others to make the world a better place.

Food

Truck

Mock

Rebrand

project

OVERVIEW

Rebrand the Herbivorous Butcher’s food truck and help the company clarify its vision. Develop a brand strategy for the food truck by creating logos, a fresh truck and menu design, and eye-catching merchandise.

MINDMAP

RESEARCH & IDEATION

First, it was essential to identify what sets the Herbivorous Butcher apart from its competitors, its key audience, and the strengths and weaknesses of the current branding. I utilized a mind map to help brainstorm visuals. The designs should feel bold and inviting to vegans and non-vegans alike.

EXECUTION

I achieved these goals by utilizing eye- catching pops of yellow throughout my designs. I chose to use yellow as a nod to

the company’s cheese-free cheeses. The contrast between yellow and black is bold yet simple, illustrating the qualities of vegan food, both in terms of place in the market as well as healthy ingredients.

LOGO DRAFTS

- goal to look reminiscent of a vintage butcher shop logo

THE FINAL

LOGOS

STYLE GUIDES

MENU

HATS

Web Design

HOME PAGE DESKTOP MOCK-UP

I am currently part of the website design team for a nonprofit called We Resolve.

I recently had the opportunity to collaborate with a website developer to take this project to the next level.

Scroll to see the process!

Originally in an internship role, I built and designed the organization's first website by collaborating with the executive director and core team.

I was responsible for gathering the necessary content, editing the material, and designing a website that reflected the organization's values and identity.

I then maintained the site by making changes, proposing new ideas, and ensuring information was accurate and clearly presented.

ABOUT PAGE

For the recent update, I collaborated with a talented website developer, Sam Glover.

This update included:

• Transferring the current content from Squarespace to WordPress
  
• Redesigning the website to match the organization’s new brand guidelines
• Strengthening the message of empowerment and community throughout the website
  

For the home page design, I focused the first block with an image that captures the essence of the organization. Immediately, an individual can tell what this organization is all about - support and togetherness. The second block builds off the first, with the mission statement and other second-tier information below.

HOME PAGE BLOCK 1 & 2 IDEATION

For the impact page, we wanted to ensure the organization’s quantifiable results were front and center. To do this, I gave each category it’s own moment to shine. Each area of impact is highlighted in a bold way

Then, I made sure to provide further context for each category below.

Overall, the updated website showcases a more distinct visual identity and the organization’s purpose in a new, impactful way.

To see the full site, click HERE

Almond

Butter

Mock

Rebrand

EARLY LOGO DRAFTS

- goal to create an organic, natural feel

project

OVERVIEW

Rebrand Trader Joe’s Almond Butter. Give

its outdated branding a fresh look. Balance the new designs in a way that entices the 18-25 year old market but is still attractive to those who already purchase the product.

RESEARCH & IDEATION

My first step was to conduct a brand

audit. I researched the brand’s current position in the market, its relationship

to its competitors, and its strengths and weakness. I also talked with customers who purchase the product and those who do not to find out what people may find attractive about the brand and how it makes them feel. From here, I began early drafts. Key words that inspired my designs from the beginning were healthy, fresh, and nostalgic.

LABEL DRAFTS

EXECUTION

I wanted to keep in mind the product’s

niche audience while inspiring potential customers to give the product a try. I got

rid of the circusy, piratey look and feel of the current branding in favor of a design that is less cluttered. The colors and typefaces were chosen in order to create an organic, natural feel. This depicts the product’s health benefits and the more modern design will be more attractive to the 18-25 year age group.

THE FINAL MOCK UPS

STYLE GUIDE

Zine

Chapter

project

OVERVIEW

Create a Zine chapter with content relating to the topic “things to do in quarantine.” Utilize spreads in a visually interesting way, relying heavily on layout and typographic design.

LAYOUT THUMBNAILS

escape ​into

EXECUTION

My favorite thing to do in quarantine was read, so my chapter is all about escaping into literature. I began with some layout thumbnails and brainstormed potential typefaces. In the end, I chose to design my chapter in a way that reflects the theme. The pages were designed for readability. The text is off-black with a slightly off-white background, reminiscent of older book pages. I played with opacity levels to create faint images that evoke feelings of nostalgia. I developed content about the benefits of reading and highlighted some notable literature quotes as well as quotes about literature. The last spread is about places where individuals can read and escape into literature.

TYPEFACE BRAINSTORM

literature

TITLE PAGE

SPREAD 1

SPREAD 2

SPREAD 3

SPREAD 4

SPREAD 5

Dept. Mock

Rebrand

project

OVERVIEW

Rebrand the Bethel University Art +

Design Department. Create a new set of brand guidelines that is reflective of the department and is intriguing to current and prospective students. Develop a brochure, banner stands, a social media campaign, and department merchandise.

REASEARCH & IDEATION

In the early stages of research and by

talking to department and non-department students, I noticed some values I wanted to pull out and emphasize: celebratory, collaborative, and curious. From here, I began to consider how to visually represent these qualities. I created visual direction posters that helped me decide which creative direction to lean into. The final style guide was developed over the course of my early ideations and drafts.

VISUAL DIRECTION DRAFTS

I developed a new brochure & social media campaign, created banner stands, and designed merchandise.

INSIDE RIGHT FLAP

BACK MIDDLE

FRONT

EXECUTION

I chose a design style that is reflective of the department’s community-based values and showcases its creativity and rigor through balancing playful and professional design elements. The color palette and treatment

of photos is warm and welcoming. It is clear the social media campaign is an extension of the brand, built with three major categories for posts and stories that will engage and inform viewers within and beyond the department.

FINAL BROCHURE

INSIDE LEFT

INSIDE MIDDLE

INSIDE RIGHT

Categories for Posts

& Stories

Life of Students

• course info, student/faculty spotlights, photos, tips & tricks
  

2. Why Art + Design?

• quotes from students, faculty, and artists
  

3. Connect

• advertise student/faculty events, news about local art + alumni, info on job opportunities, Q + As
  

MERCHANDISE

T-SHIRT BACK

Experiential

Marketing

project

OVERVIEW

Create a Bethel University Art + Design experience that reaches across the department’s usual audience. The experience should be an extension of the brand, but the main objective is to invite people to participate in a community event by providing them with a joyful experience with art regardless of their perceived artistic ability.

RESEARCH & IDEATION

After completing initial research on

popular experiential marketing projects

and taking into account previous research about perceptions of the BU Art + Design Department, I knew that I wanted to emphasize creativity and the freedom that exists within art. The department’s values of curiosity, collaboration, and a celebratory attitude should be at the heart of the experience.

POSTER ADVERTISEMENT

INSTAGRAM POST

EXPEREINCE GUIDELINES

EXECUTION

DISPLAY BANNER

SKETCHUP MOCKUP ​OF EVENT SPACE

- all art supplies are provided

- guidelines for the experience are clearly displayed

- once an entry is dropped into the completed art box, the art has no connection to the creator

BOOK COVER

ART EXAMPLE

Publications

Fiction writing

"Getting Crisper Here"

Runestone Literary Journal | Hamline University

Volume 9, Spring 2023

NONFICTION WRITING

"Everyone Holds on to Something”

The 310 | Medium

December 9, 2020

photography

"Gentle Glow"

Coeval Undergraduate Literary & Art Magazine | Bethel University

Published in the Spring 2022 edition.

Contact information