Amanda Way

To see my work for the Los Angeles Zoo, please visit this link:

• Password Protected Work

vibrant living wellness center

Vibrant Living Wellness Center is a functional nutrition and holistic health center owned by Heidi Hoffman, MPH RD. At Vibrant Living Wellness Center (or VLWC for short), Heidi and her team of healthcare practitioners specialize in Functional & Clinical Nutrition, Reiki, Neuro Emotional Technique, and Acupuncture.

original logo audit

When approached about a rebrand, the pain points were that the existing brand was too sharp, the colors were too saturated and off-putting, and the overall brand didn’t have a sense of the femininity and holistic approach that Heidi wanted to convey in her practice.

redesign

With that information, I worked on developing a mark and color palette that was significant to VLWC’s unique practice.

Practitioners at VLWC use many different herbs and supplements supplied by Standard Process to help their patients. Many of the repeating ingredients in these herbs are Buckwheat. This is what led me to design a mark with buckwheat’s flower.

color palette

The color palette was drawn from sea blue, grass green, and golden yellow which are all energetically significant in Reiki.

elements

Other herbs used are Sunflower, Echinaces, St Jon’s Wort, Chamomile, and Flax. I designed supporting flowers to be used throughout the brand, whether on collateral, promotional material, flyers and pamphlets, etc.

logo development

Healing Words

It was important to include food in the logo mark, because VLWC is primarily a nutritionist practice. My three design directions were:

design direction #1

Celery Heart Print

design direction #2

Subtle Elements

final design direction

Flowering Buckwheat herb

type studies

wall signage

door signage

stationery

promo items

style guide

final page

wireframes

sketch wireframes

MRT Campaign

Instagram post

recipe video

Instagram reel

holiday campaign

Instagram post
Blog post

Instagram posts

Instagram post grid

I’m Amanda and I am a graphic designer based in Los Angeles, CA. I hold a BFA in Design from Woodbury University and I’m passionate about branding, user experience, and motion graphics.

Previously a veterinary technician, to sign artist, I now am a full-time graphic designer. When I’m not working on design projects, I’ll often be linocut printmaking, reading Star Wars EU books, playing the flute, or birdwatching.

Professional Experience

Graphic Designer | LA Zoo
October 2022–Present

Graphic Designer & Social Media Manager | Vibrant Living Wellness Center
July 2022–May 2023

In-House Graphic Designer | ATI Restoration
February 2021–July 2022

Freelance Graphic Designer
2018–2022

Graphic Design Intern | Los Angeles County Dept. Regional Planning
2019

Sign Artist | Guckenheimer
2018

Sign Artist | Trader Joe’s
2013–2017

Awards

LAX 100% LA Selfie Station | 2019

GDUSA Students to Watch | 2021

LA County Volunteer of the Year Award Nominee | 2020

Woodbury University Faculty Appreciation Award | 2021

Extracurricular

Volunteer Graphic Designer | Los Angeles County | 2019

Print Manager | 7500 Magazine Woodbury University | 2019

Thriftbooks is an online used bookseller that has been in business since 2003.

redesign approach

When designing the rebrand, I took a whimsical approach, giving life back into the brand by using images of characters in antique books. I paired these characters with text from the passages of their stories to add literary appreciation and create a new form of storytelling within the brand.

I used images from the public domain that were original book illustrations, ranging from the 1800’s and early 1900’s.

I paired these images with text from the passages that they would’ve been found in the original books.

collateral

Mailers would be recyclable folding cardboard boxes with imagery on the inside, and text from book passages on the outside.

Spiral notebooks that would be available in the store and given away as promotions.

Stationery & bookmarks.

Digital ads

Since Thriftbooks is an online bookseller, I thought it would be most appropriate to make ads to be viewed on platforms such as Facebook, Instagram, and Pinterest. I created these whimsical animated ads using the illustrations, and altered them using Photoshop and After Effects.

website + social media

logo development

Word auditing

Damaged Goods
Package design

Damaged Goods is a gin brand I created based off of the underground club scene in Los Angeles.

Each beverage is a different gin cocktail accompanied by a different song title. I designed the images to represent the product names that come from the imagery of each respective band’s music video, album cover, etc.

Augmented reality

Damaged Goods cans have a built-in augmented reality experience. When you download the AR app and point your camera to the can, you can see a promo video.

inspo + concept

I drew lots of inspiration from some of my favorite artists of the 80’s & 90’s drinking.

If you like Siouxsie Sioux, Morrissey, Ian Curtis & Robert Smith, chances are you’ll like Damaged Goods.

look + feel

Cheap reproduction, cut and paste, bold marker, DIY, xerox texture are some of the ways to describe what I wanted Damaged Goods to feel like.

All songs by female artists.Cover based off the song “Woman” by Kesha, whose chorus lyrics chant: “Don’t buy me a drink, I make my money, don’t touch my weave, don’t call me ‘honey’.”I was inspired by this repeated chant to design a typographical texture based off of it, which is debossed.

A collage of multiple images of David Bowie representing all of the years of art and talent in his repertoire.The title, “Helden,” is from his German version of the song “Heroes” which I felt was fitting because of how influential David Bowie was and is to artists today.

Concept

Blackwing and Field Notes are my absolute favorite and, if I can be biased for a second, the best utensils to take notes, draw, doodle, have in the car, all over the house, etc. I adore both of these brands. So it’s a no-brainer that they really go perfectly together.Hence… Blackwing x Field Notes. A campaign I put together to show just how symbiotic these two brands are.

Teaser Motion Ad

Print Ad

I wanted the ads to emulate how a person’s notebook would hypothetically look, so I made my own notebook style background using my own lettering and little doodles. I used a pencil brush in Photoshop to achieve the sketchy look. The Blackwing pencils would have a spot ink/embossed dot graph pattern similar to the famous dot graph paper in Field Notes.

Stop Motion Ad

Field Notes x Blackwing Product & Packaging

Mailer

Style Guide

comic themed cards

based off Disney parks Halloween themed deserts

An App for Collectors

Collex is an app that is meant to inspire those of us who collect to really have fun nurturing this very human aspect of our lives on a regular basis.

If you would be interested in seeing the first version of Collex, please check it out here

Various designs for whitepaper PDFs available to the public. Each whitepaper is written on a topic/theme covered in monthly newsletters.

Responsibilities include utilizing image library to find appropriate imagery for each whitepaper topic, typesetting with the ATI branding, layout design, editing copy, and designing icons and infographics.