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The objective was to create a personal brand and creative self-promo materials that would aid the internship hunting process. This portfolio piece helped me get a position at an award-winning agency. The internship will satisfy a requirement for my degree.
Since my last name sounds like ketchup, I brainstormed about how the sauce can relate to who I am as a graphic designer. I realized that I am a secret ingredient to someone's business success like ketchup is a secret ingredient in successful recipes.
Late 1800's visuals were my primary source of inspiration because that was when Henry John Heinz introduced the term ketchup and forever tainted the Ketcham name. The ketchup logo is in a crosshatch style, and most brand imagery has a halftone and duotone effect.
The personal brand translated into my portfolio website, business cards, ketchup bottle, and resumé-recipe. The ketchup bottle serves as an extension of the resumé-recipe. The package includes a nutrition fact label that highlights character traits essential for a graphic design career.