Leila Singleton

SAN FRANCISCO HAS NEVER LOOKED MORE GOLDEN : CONFERENCE PROGRAM (1/2) In 2012, the San Francisco Travel Association adopted the theme "San Francisco Has Never Looked More Golden" for its B2B materials. The theme was developed in celebration of the Golden Gate Bridge's 75th birthday and a number of other major events (US Open, America's Cup, etc.). This booklet was developed as a program and notebook for a B2B conference hosted by the Association. The hero image on the cover incorporates a sunburst, a gentle nod to the Golden Gate Bridge's Art Deco elements. The back cover features a photo of the rivets on the bridge. ROLE: Art direction, design, digital illustration

SAN FRANCISCO HAS NEVER LOOKED MORE GOLDEN : CONFERENCE PROGRAM (2/2) Pictured are pages from the inside of the event booklet, capped by the front and back covers. To the right of the front cover is the inside cover, upon which I diagonally typeset a list of high-profile events on the horizon in San Francisco. To the right of that is the first page of the booklet. In the bottom row is another spread, which includes a page for taking notes during the conference. ROLE: Art direction, design, digital illustration

UC BERKELEY TDPS : 17-18 SEASON BROCHURE (1/2) This brochure is a refreshed version of a design for the UC Berkeley Department of Theater, Dance and Performance Studies that I created in 2015. Blue (the school's primary color) dominates, cut by spotlights that imply stage performance. Their angles are repeated, capturing the dynamism of a program that pushes students to invent + experiment. Figures break out of vibrant, color-treated photos—just as TDPS students break the mold. Pictured in this shot is the brochure cover and gate fold. ROLE: Art direction, design, photo retouching HONORS: GD USA American Graphic Design Award

UC BERKELEY TDPS : 17-18 SEASON BROCHURE (2/2) Inside the four-panel, gate fold brochure. ROLE: Art direction, design, photo retouching HONORS: GD USA American Graphic Design Award

THE BIG PICNIC : EVENT PROGRAM This small booklet was handed out at Stern Grove Festival Association's annual fundraiser, The Big Picnic, which helps keep the Festival's popular summer concert series free for the San Francisco Bay Area. The event is a rustic yet VIP affair in the Grove, which is known for its eucalyptus trees. The design draws upon the experience of picnicking under fluttering leaves, keepsake vinyl in tow, in hopes that one of the visiting music stars will sign it. ROLE: Art direction, design, photo retouching PUBLISHED: PsPrint's Hot Off the Press blog HONORS: GD USA American Graphic Design Award

UC BERKELEY TDPS : 15-16 SEASON BROCHURE (1/3) Part of a greater brand refresh, this brochure establishes a new aesthetic for the UC Berkeley Department of Theater, Dance and Performance Studies. Blue (the school's primary color) dominates, cut by spotlights that imply stage performance. Their angles are repeated, capturing the dynamism of a program that pushes students to invent + experiment. Figures break out of vibrant, color-treated photos—just as TDPS students break the mold. Pictured in this shot is the brochure cover and gate fold. ROLE: Art direction, design, photo editing/color correction HONORS: GD USA American Graphic Design Award Academy of Interactive and Visual Arts (AIVA): Davey Awards Silver AIVA: Communicator Award of Distinction

UC BERKELEY TDPS : 15-16 SEASON BROCHURE (2/3) Inside the four-panel, gate fold brochure. ROLE: Art direction, design, photo editing/color correction HONORS: GD USA American Graphic Design Award Academy of Interactive and Visual Arts (AIVA): Davey Awards Silver AIVA: Communicator Award of Distinction

UC BERKELEY TDPS : 15-16 SEASON BROCHURE (2/3) Address panel of the four-panel, gate fold brochure. ROLE: Art direction, design, photo editing/color correction HONORS: GD USA American Graphic Design Award Academy of Interactive and Visual Arts (AIVA): Davey Awards Silver AIVA: Communicator Award of Distinction

KEY TO SAN FRANCISCO : GIFT INSERT This mini brochure, slightly larger than a business card, was created to accompany a novel client and media gift distributed by San Francisco Travel: a reproduction of cellhouse key 107, the key at the center of the Alcatraz '46 escape attempt. I expanded the nine-square motif of SF Travel's logo into an abstract key illustration that recurs throughout the design. ROLE: Art direction, design, digital illustration, photo editing/color correction HONORS: GD USA American Inhouse Design Award

CHEYENNE, LIVE THE LEGEND : VISITORS GUIDE In updating the Cheyenne Area Convention & Visitors Bureau's visitors guide, cover art and format were to remain unchanged. I focused on the layout, introducing grids, styles and new typefaces. Rustic touches include watercolor washes, a hand-drawn map and rail pass-inspired type. ROLE: Art Direction (not cover), project management, design, traditional + digital illustration, photo editing/color correction, copy editing PUBLISHED: UPrinting.com blog BrochuresPrintingOnline.com blog

TRACKING TRAINS IN CHEYENNE : VISITORS GUIDE "Tracking Trains" guides tourists through Cheyenne, WY's rail-centric spots. It borrows elements from "Cheyenne: Live the Legend" (previous) without sacrificing individuality. Notable touches: maps drawn in pen + ink, custom type ("Tracking Trains," cover). ROLE: Creative direction; design; photo selection, editing and color correction; traditional illustration; copywriting and editing; research PUBLISHED: BrochuresPrintingOnline.com blog SloDive.com blog

PINE BLUFFS, FRONTIER CROSSROADS : VISITORS GUIDE "Pine Bluffs: Frontier Crossroads" supplements "Cheyenne: Live the Legend" (previous). I embraced the quiet personality of Pine Bluffs with the visual theme, "A Visit to Grandma's Farmhouse." Notable touches: digitally-created needles + thread, an "embroidered" map. ROLE: Creative direction; design; photo selection, editing and color correction; digital illustration; copywriting and editing; research PUBLISHED: BrochuresPrintingOnline.com blog

SAN FRANCISCO SNAPSHOT : CITY BROCHURE FOR CONVENTION ATTENDEES (1/2) When groups select San Francisco for their conferences, meetings and conventions, they can order a city brochure through the San Francisco Travel Association to get their membership bases excited about registering for and traveling to an event. Following a rebrand, the Association needed a new city brochure selling the "SF 101" experience. Drawing upon the striking vermilion of the Golden Gate Bridge and the paned SF Travel bridge icon, I created the San Francisco Snapshot brochure from the ground up; in addition to designing the brochure, I wrote all the copy. My goal was to build an informative, enticing and vibrant piece of collateral that would attract a diverse audience ranging from young to old, conservative to cutting-edge. ROLE: Art direction, copywriting, design, photo retouching

SAN FRANCISCO SNAPSHOT : CITY BROCHURE FOR CONVENTION ATTENDEES (2/2) Inside the four-panel, double-parallel-folded brochure. ROLE: Art direction, copywriting, design, photo retouching