CAITLIN MCDONOUGH BBA Strategic Design + Management Parsons The New School for Design
CONTENT
Introduction
pg 4
About Me
pg 5
My Degree
pg 6
My Skillset
pg 7
Areas of Interest
pg 8
Projects
pg 11
The Future of Luxury for Millennials
pg 12
The Vinyl Comeback
pg 16
Viva Espana
pg 22
ABOUT ME
INTRODUCTION
When asked the question, “Where are you from?� I always struggle to come up w i t h a n a n s w e r. G r o w i n g u p , I l i v e d i n f i v e s t a t e s , m a k i n g N e w Yo r k m y s i x t h a f t e r deciding to move here for my college education. While in college, I also spent a semester studying in Madrid. All this moving has made me a very adaptable person who can make the best out of any situation. I am not afraid of change. In fact, I welcome change. I have an innate sense of curiosity and am always eager t o l e a r n s o m e t h i n g n e w.
Photo credit: Meagan McEntire
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MY DEGREE As a Strategic Design and Management student at Parsons, I have studied an integrated curriculum of design, business, and liberal arts courses. I have developed a critical understanding of basic design principles and an eye for good design. In my business courses, I applied my knowledge of design to all aspects of business. This is what is referred to as “Design Thinking�, a skill which I have honed over my course of study at Parsons.
MY SKILLSET Branding Marketing Research Analytics Creative Strategy Project Management Graphic Design
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AREAS OF INTEREST
TRAVEL
HISTORY
CRAFT 8
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PROJECTS
THE FUTURE OF LUXURY Market Trend Analysis
Parsons The New School for Design Caitlin McDonough Julia Feldman
PROJECT DESCRIPTION: This project explores the trends surrounding millenials’ perception of luxury and what that means for the future of luxury. As a class, we went to the Futures Company who specializes in trend forecasting. They assigned each group an industry to analyze current trends that could affect the future of the industry for our generation. COMPETENCIES: Market research, market trend analysis, market segmentation and target markets, presentation technique RESPONSIBILITIES: My role in this project was to research two of the four trends presented to the “client”, alongside general market research and market segment research. I was also responsible for the written copy included in the presentation based on the research findings of both myself and my partner.
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The Future of Luxury
[FOR MILLENNIALS}}]
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Caitlin McDonough | The Future of Luxury
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THE VINYL COMEBACK Editorial Design
Parsons The New School for Design Caitlin McDonough
PROJECT DESCRIPTION: This project focuses on layout design and the use of typography. The goal of the project was to choose an article topic and to create identity for the editorial that aids in the overall communication of the topic and that draws the reader’s attention. I chose a topic concerning an emerging trend in the music market, which is the resurgence of Vinyl LPs. My editorial is designed to draw the attention of that particular demographic. COMPETENCIES: Graphic design, editorial design, layout design, understanding of the various principles of typography, attention to detail, knowledge of emerging market trends
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Caitlin McDonough | The Vinyl Comeback
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RESEARCH AND INSPIRATION I researched the rising popularity of the vinyl record in order to indentify my audience and develop a more informed design. I then researched edidorial and layout design, paying close attention to typographic styles and the use of grids. I gathered inspriation from classic album cover art and typeface design.
Photo credit: Rolling Stone Magazine
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SKETCHING AND PLANNING Part of my process involed sketching the layouts and planning out the grids of the images and text prior to begining the design on the computer.
Caitlin McDonough | The Vinyl Comeback
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THE FINAL PRODUCT Part of my process involed sketching the layouts and planning out the grids of the images and text prior to begining the design on the computer.
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Caitlin McDonough | The Vinyl Comeback
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VIVA ESPANA Study Abroad Experience
PROJECT DESCRIPTION: In the spring of 2013 I studied for a semester in Madrid, Spain at Universidad Antonio de Nebrija. I took courses in Spanish language, Spanish Culture, International Business and International Relations. There was also a lot of learning outside of the classroom taking place as well. I was fortunate to visit many cities in Spain while also visiting Italy and Portugal. COMPETENCIES: Spanish language, communication skills, knowledge of Spanish culture, cultural sensitivity
Above Parque Retiro. Madrid, Spain
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Caitlin McDonough | Viva Espana
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Left Inn and winery is Salamanca, Spain where Colubus stayed during his visit to see King Ferdinand and Queen Isabella Below Plaza de Espana. Salamanca, Spain
LAS FALLAS FESTIVAL: Las Fallas is traditional celebration held in Valencia, Spain, a city in the southern region of Andalucia. The celebration is held every spring Each neighborhood constructs a casal faller and dresses in traditional dress, parading around the city. The casal fallers are representative of the past year and are typically satiral or contain cultural or political commentary. At the end of the festival on the fifth day, all the fallers are set in flames to represent starting fresh and new beginnings.
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Caitlin McDonough | Viva Espana
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Above Left Gaudi House. Barcelona, Spain
Above & Right La Alhambra Granada, Spain
Above Right Sagrada de Familia. Barcelona, Spain Left Detail of Gaudi House
Above Granada, Spain
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Caitlin McDonough | Viva Espana
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CAITLIN McDONOUGH (865) 368-7222 caitlinnicolemcdonough@gmaill.com
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