Maggie Hospers

Mentorship project part 2-5

Oh how the time flies.

Part 2. Moodboarding. This time it was inspirational. I talked with my mentor, Kristin, at Fluevog about our assumptions about moodboards. They varied, to say the least. I was going on about 7 or 8 pages of pictures and having a page per subject. She looked at me and tilted her head as I was saying this. I may be wrong, but I think I trailed off into a self-doubting mumble. Apparently I was only to have one page, no text, all the images had to fit together, even if I had to digitally manipulate them so that they did. I even had to flip images with text the wrong way around so that the potential client wouldn’t read the word but only feel the atmosphere. Crazy stuff. I continually find with every new professor a new technique, and when I bring up another technique of another beloved professor, the new professor always give me this weirded out look. I swear to them I didn’t not come up with it myself.  I came up with three directions: family, vegetarian community, and hippie. We settled on vegetarian community.


The third part of my project was rebranding the Vegetarian Restaurant Lotus Seed. I ran into a few obstacle in that I was trying to avoid including “Vegetarian Restaurant” in their title, even though it was included in their signage. I was able to go through a loop hole however with their website in that it did not include “vegetarian restaurant” in their name.  In rebranding them I had to redo their logo. Here is one of my sketches for their logo. I found in my final examples, where there should be a organicly-styled plant logo, there was an alien looking out at me with its off egg shaped eyes and odd smile. That, or it was a familiar pokemon I had forgotten the name of.


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The fourth part of my project included fitting their logo and new branding to mockups you would see in their restaurant. Signage, take out packaging, etc. This was difficult. I hadn’t dealt with doing so many mockups in such a short time. But this would be the week. Or as it were, day.  When Kristin was talking about all of the possibilities in the primary part of the project I was having a self induced anxiety attack. I had to spend so long on the logo and not the final deliverables? This seemed slightly counter intuitive.

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Final portion of my project.

I found myself struggling to finish the project. So I buckled down and poured myself another green tea. Struggling with an outside perspective in the “real world” as it were, as my own professor, it took a strange and new toll. While struggling with mental health and professionalism will always be a struggle, I found it particularly hard in this project. How do you tell someone that you are dealing with problems you don’t want to get into, but when you do, and open yourself up, they have the possibility of being brushed off? I have no anger against anyone, I think it only unfortunate.


Mentorship Project Research Segment


Initial thoughts on the mentorship project: meeting Kristin at Fluevog. It was a bit from the norm as they work right above their store in Gastown, Vancouver. I have been to Fluevog before, I have drooled over their shoes and seen the platform leading to the higher level- but it had always been unreachable before. This time I went straight to the front desk and told them I had an appointment. I felt High-End in that moment. Stepping over the red tape heightened that experience. I sat at a long table with Kristin and I at the end. She was friendly and kind and gave me a tour of the office. Favourite part was their Peanut the pug.

So far into the mentorship project I have narrowed down the freedom in subject to a restaurant redesign- something I have yet to do. While I many have done a series of sections of this before ( such as storefront signage and window graphics) and some of I have not (menu, sandwich board). All in all, this will be a new experience. As you can see from the pictures, I went there. While I was there, I got a vibe of their warm atmosphere and got an idea of what to fix and rebrand. They had a mural of celebrities  that were also vegetarians (as it is a vegetarian restaurant) which confused the hippie style of the brand. Their competition all have very similar looks, and even logos (meany sport a blooming plant or flower) and their brands are not very original. Indirect competition were also not strong in brand design, however some had better plating and therefore more photo ops.

Because the location is traffic heavy and not pedestrian heavy, Lotus Seed Vegetarian Restaurant has relied on its storefront signage and window graphics of their food to do all the advertising, in that is plainly says what they do and what you could get there, without style.

Going into the moodboard, I’ve had to do this slightly different in that, while usually I have to do seven or eight pages, each a specific category, like colour palette, then typography, then mood, then photography styles, etc. But now, on the other hand, I have to put everything into one page, but do three separate mood boards for different directions. The different directions include “vegetarian community” “family” and “hippie”.  With the final essence being decided on as “soul food” I think that community may be the direction to go. With that being said I haven’t arrived yet at the point where we decide which direction to go with.


Character design final project

final project maggie hospers

Final Project: all process work and final image




photo creds Charis


“Artists are especially dangerous because they mix with all parts of society.”- Oscar Wilde

“In defense of beauty, it feeds the soul.”

“We are in a pinball machine”

“Make your assumptions visible.”- Dr. Lynda Havenhand

“Why does VR suck? It lacks 3 senses. What if we added them?”

“Do what works for you”- Raymond Biesenger

“How can we convince the client this is something to get excited about?”- Sid Lee Studio

“We don’t see beauty as it is, but as we are. Beauty is timeless, beauty is commodified, abused, cheapened, modified. To sell.”

“Our clients don’t care about the work we are doing. Beauty is owned by the frivolous.”

“Design should be all encompassing.”



Indigenizing Idea


For the Indigenizing Idea project, my partner, Emily, and I decided that changing perspectives and humanizing our stigma surrounding indigenous peoples would be most effective for our campaign. We divided our project in that I made the poster and brief, poster as seen above. and Emily would tackle the sketches that would flesh out our campaign. I decided to go with a bright, youthful look to draw in young crowds for mine and Emily’s VR experience. I used a split screen to show a comparison of our experience versus that of First Nations. We need to understand how different our backstories really are, and how First Nations’ stories are just as valid as our own.

I think we deserve a 4/ 5 for this project due to the research done and the level of involvement we committed to. I struggled with the type for the project but in the end I think I was left with something rather universal, and standard but usable. floor_plan.jpg

Collaborative Design

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My group in this project was revamping Full Footprint’s image and website. My responsibility was a team effort in recreating the icons for their store. We not only needed to revamp the icons themselves, but also their system in showing them. The majority of the work was done in the initial stages, planning and getting the excess amount of ideas necessary for getting the icon. We decided to show the packages’ focus on carbon/ water/ land via their own set of icons. Our choice of colour was to make the website flow better, as this shade of orange is a part of Full Footprint’s logo, and one of their places they struggle is continuity in design and brand. We also had to consider the summaries of the packaging due to their confusing language, having to make sure the logos could explain where the summaries failed. We decided to lessen the number of icons as well to make the website page flow better, and for less confusion, as many of the packages were similar in idea, however offered slightly different things. I believe that because of our work in the format design, icon design, and awareness, the store page would, instead of warning people off the sight, would invite them further in.

I think I deserve 4.5 out of 5 on this project due to the amount of effort and reworking and collaboration, we really pushed this project.


For my magazine I chose Pacific Northwest Design, because I thought it went well with my article: Green is the New Black. Pacific Northwest design features luxury, ingenuity in class and I thought the advancements in fashion for a more sustainable world would fit nicely with the platform.
For my design, I used high-fashion images to make the article classy, almost unattainably so.  To make it eye catching and flashy I used a variety of paragraph styles, making the audience’s eye dart over the pages.
I think I deserve a 4 out of 5 because I am very proud of my final product and I spent long hours making it so. I tried multiple formats for the spreads and finally decided on my final spreads. However, in the beginning of the product I stumbled a bit through the mood boards and had to pull it together once I had opened the indesign document.
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When handed this project, my heart sank. My experience in design consist of my education in Capilano University. However after researching  a series of resumes, I settled on a straightforward, clean layout. The orange all caps titles are eye catching and guide the reader  through the categories. The less important information such as hobbies and skills are smaller, letting the reader pass over them quickly. I aligned text bodies to not make it confusing for the prospective employer. I wanted it to be as easy as possible for the reader as they will probably be going through a pile of resumes, they don’t need their job to be harder. I used Adrian Frutiger’s Avenir, which was originally created for signage, to keep a clean, easily followed design, and kept the information as I am a student  and don’t have much experience, I didn’t want to bs my way into employment.

I deserve 4 out of 5 because although it is easy to read and well laid out, its not taking any risks as far as creativity in the design. I could have included an illustration or more risky design but I decided to play it safe.

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Sustainability Manifesto

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When I began this project, I wasn’t even fully sure of what the layout/design/illustration would be. I wasn’t even fully sure there was going to be an illustration. Then I started researching and found a playlist of Ted talks consisting of 16 videos on Sustainability in Design. I went from the whole life cycles of products, what we do with them, how we can reduce our usage, how we can use them after their life cycle is over. Finally I settled my goal and reduction of waste rather than a end-all goal.

In my manifesto, the type used Amarelinha Medium for titling and Tall Films Expanded Regular for the Body text. I wanted the type to connote an approachable and friendly feel. While I originally wanted to use Amarelinha Medium for the body text, it came only in Capitals so I had to compromise that plan. I think I was unsuccessful in fitting in my sustainability plan into the poster while keeping it user friendly. The type in the body seems too small and too blocky to be pleasing to the eye. I was very pleased with the colour palette and how it fit together. Its not bright and shocking, and the green plant rows are brighter and stand out enough to suggest the idea of the ecological foot print. I liked the simplicity of my idea and how easy it is to get, further achieving the friendliness of the design.

I deserve 4.5 out of 5 because of the effectiveness of the illustration and colour palette, the extensive research I did for this project, and how it came together economically, environmentally, socially and culturally. Despite the amount of body text for a poster, it invites the reader closer.


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