Process Document

1. Destination Me
i d e n t i t y a p p l i c a n t s

2. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 2
Project Overview
The goal is to design a brand and collateral applications for a fictitious community
celebration or event. We must choose something profound that echoes your pas-
sions and reflects your personality and interests. Your familiarity with the subject or
theme will determine and define the demographics you will work with. Strive to work
conceptually, utilizing an aesthetic appropriate for your intended audience and sty-
listically sensitive to the graphic design community that will eventually judge your
success.
Deliverables:
A process PDF, three mounted 15” x 20” boards, and digital presentations of:
• An effective logo, logotype, or combination lock-up
• A stationery system that includes a letterhead, envelope, and business card
• Usage guidelines
• Research and process
• Environmental/experiential graphic application(s)
• Collateral material(s)
• Web/interactive and social media presence

3. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 3
Schedule
March 17th
Determine and commit to the Destination Me!
celebration or event for your project. Prepare a
PDF presentation introducing us to your project
and defining your design deliverables. Include your
researched inspirations and a direction.
March 22nd
Consider this a second client meeting (I’m the cli-
ent). Build on and improve your PDF presentation.
Anticipate all questions, show samples of similar
work and several visual directions you plan to pur-
sue. Compile all text and potential imagery. Include
a production schedule through the March 31st due
date. Be able to explain why your work will demand
notice and recognition (awards). Before the start
of class, e-mail me the PDF of your presentation (<
8mb) for grading purposes.
March 24th
Get to a “tweaking” point! Consider and respond
to all comments and criticism from today (directly
in your presentation). Include inspiration examples
of similar projects and work that can illustrate your
aesthetic direction. Commit to a final direction!
Don’t start with the logo!
Also, having followed their presentations on Tues-
day, use the Concordia Designers Facebook page
to share some inspiration for your class partner.
March 29th
Last review before final critique. Prepare to pres-
ent all progress to date building on the wire-frame
deliverables. Polish up PDF presentations (type,
captions, wire-frames, etc.). Incorporate final pro-
duction schedule into process PDF. “Storyboard”
hero shots.
March 31st
Final critique - this is the final deadline. Not being
ready to present, even if absent, will result in a sig-
nificantly reduced grade. See syllabus.
April 5th
Assemble final files and print outs for final grading.
Mount three or more 15” x 20” boards (vertically)
using input from the critiques. Fix any PDF issues.
Post to Behance or other portfolio website. - UP-
DATE: It’s OK to wait to print and mount until after
your critique.

4. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 4
Hmong food truck
I love my cultural home food! Hmong food blends a lot with other cultural food like
Lao and Vietnamese, so you will find similar dishes. Hmong food is relatively healthy
and whenever I feel sick, out of it, or upset with food, Hmong food is the remedy. Fun
fact, a popular dish that is known in hospitals for postpartum women is boiled chick-
en! Other than it being healthy, it’s also soo tasty and it is what you call home food.
There are several dishes that I love, so I wanted to create a Hmong Food Truck grand
opening event.
Deliverables:
• Primary logo, combination lock-up, stationery system
• Environmental:
• Flyers
• Food truck
• Collateral materials:
• T-shirt
• Packaging
• Stamp card
• Mask
• Social media presence
3.5x2
8.5x11
4.125x9.5

5. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 5
hmong food
Here is a list of food that will possibly be on the menu!
• Hmong eggrolls (pork, carrot, vermecille noodles, cilantro..etc)
• Steam roll with pork
• Pork or shrimp spring roll
• Hmong sweet pork
• Hmong sausage
• Fried pork
• Herb boiled chicken
• Pho
• Kapia noodles (udon noodles)
• Kapoon noodles (curry noodles)
• Noodle stuffed chicken
• Purple sticky rice
• Regular rice
• Papaya
• Pandan cake
• Steamed sticky rice in banana leaves
• Boiled Squash/Pumpkin
• Fried Ncuav (Sticky rice pancake)
• Nava (tricolor drink)

6. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 6
Ideas
I want to illustrate or design about 5-6 hmong food dishes
and use them as main branding elements.
I also want to incorporate Hmong embroidery patterns into
the branding designs as well. I think there will be fun
shapes, colors, and patterns that will reflect Hmong culture.

7. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 7
Schedule
March 17th
Prepare presentation with ideas and concept
March 22nd
Compile several inspirations, text, and explain final
direction
March 24th
Illustrate some concept work and sketches to show
final direction and ideas.
March 26th
Find final mockups and sketch out more thorough
sketches for the concept. Pick colors and type. Cre-
ate illustrations for design elements. Create your
first logo design.
March 27th
Refine details of the event. Continue working on il-
lustration designs. Create stationery set and mock-
ups. Find more inspiration. Mock up the smallest
mockups.
March 28th
Design the biggest element, truck design. Mock it
up.
March 29th
Go back and fix up any designs and mockups. Make
sure to think about how to present this on behance
as well. Create 15x20 blackboards.
March 30th
Continue editing any details left. Be prepared to
present it tomorrow.
March 31st

8. Inspiration
m a r c h 2 2

9. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 9 STUDIO MPLS

10. STUDIO MPLS

11. STUDIO MPLS

12. BEHANCE 2022

15. BEHANCE 2022

16. BEHANCE 2020

18. Sketches
m a r c h 2 2

20. Possible Logo Design

22. Sketch Menu layout Noodle sketches

23. design elements
m a r c h 2 4

24. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 24
KEY ELEMENTS | food
d r a f t 1

25. More inspiration
m a r c h 2 5

33. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 33
branding
t h e b r a n d

34. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 34
branding
P o s s i b l e n a m e s
• Crossroad
• Chance
• Hmong Cuisine
• Hmong House
• cook n cross
• criss cross
• sticky rice
• stick and rice
• herb call
• herb truck
• hmong tsev
• experiental
• purple rice
• purple eggroll
• eggroll
• egg and roll
• Tastin’ Grace
• Hmong Mastery
• Grace Mastery
• Mastery Grace
• Rice and Grace

35. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 35
branding
P o s s i b l e n a m e s
• Crossroad
• Chance
• Hmong Cuisine
• Hmong House
• cook n cross
• criss cross
• sticky rice
• stick and rice
• herb call
• herb truck
• hmong tsev
• experiental
• purple rice
• purple eggroll
• eggroll
• egg and roll
• Tastin’ Grace
• Hmong Mastery
• Grace Mastery
• Mastery Grace
• Rice and Grace

36. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 36
branding
P o s s i b l e n a m e s
• Crossroad
• Chance
• Hmong Cuisine
• Hmong House
• cook n cross
• criss cross
• sticky rice
• stick and rice
• herb call
• herb truck
• hmong tsev
• experiental
• purple rice
• purple eggroll
• eggroll
• egg and roll
• Tastin’ Grace
• Hmong Mastery
• Grace Mastery
• Mastery Grace
• Rice and Grace

37. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 37
Color EXPLORATION

38. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 38
Color EXPLORATION
These colors look like food colors

39. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 39
TYPE EXPLORATION
HMONG MASTERY
F o n s e c a b o l d
P 2 2 A r t s a n d C r a f t s
Ba u h a u s 9 3
F o n s e c a R o u n d e d b o l d
S h u r i k e n B oy S t d
H W T M a r d e l l
D e pa r t u r a
HMONG MASTERY
HMONG MASTERY
HMONG MASTERY
HMONG MASTERY
HMONG MASTERY
HMONG MASTERY

40. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 40
TYPE EXPLORATION
HMONG MASTERY
F o n s e c a b o l d
P 2 2 A r t s a n d C r a f t s
Ba u h a u s 9 3
F o n s e c a R o u n d e d b o l d
S h u r i k e n B oy S t d
H W T M a r d e l l
D e pa r t u r a
HMONG MASTERY
HMONG MASTERY
HMONG MASTERY
HMONG MASTERY
HMONG MASTERY
HMONG MASTERY

41. sketches
m a r c h 2 6

42. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 42

43. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 43

46. DESIGN ELEMENTS
m a r c h 2 6

47. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 47
KEY ELEMENTS | PATTERNS
d r a f t 1

48. LOGO design
m a r c h 2 7

49. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 49
logo design
d r a f t 1

50. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 50
logo design
d r a f t 1

51. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 51
logo design
d r a f t 1

52. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 52
logo design
p o s s i b i l i t i e s . . .

53. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 53
logo design
t w e a k s
Made the brand’s text pt
smaller and changed the font
to Departura Bold

54. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 54
logo design
t w e a k s

55. STATIONERY set
m a r c h 2 7

56. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 56
STATIONERY | INFO
• Position: Event Coordinator
• Email: sv@hmongmastery.com
• Website: hmongmastery.com
• Number: 651.213.7753
• Address: 995 University Avenue W, Saint Paul, MN, 55104

57. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 57
STATIONERY | BUSINESS CARD
d r a f t 1
SERENA VANG
EVENT COORDINATOR
sv@hmongmastery.com
HMONG MASTERY
hmongmastery.com
651.213.7753
University Avenue,
Saint Paul, MN, 55104
.5 x
.5 x
1x
.5 x
SERENA VANG
EVENT COORDINATOR
sv@hmongmastery.com
HMONG MASTERY
hmongmastery.com
651.213.7753
University Avenue,
Saint Paul, MN, 55104
x is the width of logo

58. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 58
STATIONERY | ENVELOPE
d r a f t 1
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
.5 x
.5 x
1x
.5 x
HMONG MASTERY
hmongmastery.com
651.213.7753
University Avenue,
Saint Paul, MN, 55104

59. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 59
STATIONERY | ENVELOPE
d r a f t 1
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
hmongmastery.com
651.213.7753
University Avenue,
Saint Paul, MN, 55104

60. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading
usually consists of a name and an address, and a logo or corporate design, and sometimes a
background pattern. The term “letterhead” is often used to refer to the whole sheet im-
printed with such a heading. Many companies and individuals prefer to create a letterhead
template in a word processor or other software application.
This generally includes the same information as pre-printed stationery but without the
additional costs involved. Letterhead can then be printed on stationery (or plain paper) as
needed on a local output device or sent electronically.
That heading usually consists of a name and an address, and a logo or corporate design,
and sometimes a background pattern. The term “letterhead” is often used to refer to the
whole sheet imprinted with such a heading. Many companies and individuals prefer to cre-
ate a letterhead template in a word processor or other software application.
But without the additional costs involved. Letterhead can then be printed on stationery (or
plain paper) as needed on a local output device or sent electronically.
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
hmongmastery.com
651.213.7753
University Avenue,
Saint Paul, MN, 55104
.5 x
.5 x
.5 x
SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 60
STATIONERY | LETTERHEAD
d r a f t 1

61. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading
usually consists of a name and an address, and a logo or corporate design, and sometimes a
background pattern. The term “letterhead” is often used to refer to the whole sheet im-
printed with such a heading. Many companies and individuals prefer to create a letterhead
template in a word processor or other software application.
This generally includes the same information as pre-printed stationery but without the
additional costs involved. Letterhead can then be printed on stationery (or plain paper) as
needed on a local output device or sent electronically.
That heading usually consists of a name and an address, and a logo or corporate design,
and sometimes a background pattern. The term “letterhead” is often used to refer to the
whole sheet imprinted with such a heading. Many companies and individuals prefer to cre-
ate a letterhead template in a word processor or other software application.
But without the additional costs involved. Letterhead can then be printed on stationery (or
plain paper) as needed on a local output device or sent electronically.
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
hmongmastery.com
651.213.7753
University Avenue,
Saint Paul, MN, 55104

62. DESIGN ELEMENTS
m a r c h 2 9

63. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 63
KEY ELEMENTS | PATTERNS
d r a f t 2

64. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 64
KEY ELEMENTS | PATTERNS
d r a f t 3

65. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 65
KEY ELEMENTS | PATTERN blocks
d r a f t 2
Patterns have an element in each block. Represents seasons

66. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 66
STATIONERY | BUSINESS CARD
d r a f t 2
.5 x
.5 x
1x
.5 x
SERENA VANG
Event Coordinator
sv@hmongmastery.com
HMONG MASTERY
hmongmastery.com
651.213.7753
995 University Avenue,
Saint Paul, MN, 55104
SERENA VANG
Event Coordinator
sv@hmongmastery.com
HMONG MASTERY
hmongmastery.com
651.213.7753
995 University Avenue,
Saint Paul, MN, 55104

67. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 67
STATIONERY | ENVELOPE
d r a f t 2
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104

68. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading
usually consists of a name and an address, and a logo or corporate design, and sometimes a
background pattern. The term “letterhead” is often used to refer to the whole sheet im-
printed with such a heading. Many companies and individuals prefer to create a letterhead
template in a word processor or other software application.
This generally includes the same information as pre-printed stationery but without the
additional costs involved. Letterhead can then be printed on stationery (or plain paper) as
needed on a local output device or sent electronically.
That heading usually consists of a name and an address, and a logo or corporate design,
and sometimes a background pattern. The term “letterhead” is often used to refer to the
whole sheet imprinted with such a heading. Many companies and individuals prefer to cre-
ate a letterhead template in a word processor or other software application.
But without the additional costs involved. Letterhead can then be printed on stationery (or
plain paper) as needed on a local output device or sent electronically.
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
hmongmastery.com
651.213.7753
SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 68
STATIONERY | LETTERHEAD
d r a f t 2

69. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading
usually consists of a name and an address, and a logo or corporate design, and sometimes a
background pattern. The term “letterhead” is often used to refer to the whole sheet im-
printed with such a heading. Many companies and individuals prefer to create a letterhead
template in a word processor or other software application.
This generally includes the same information as pre-printed stationery but without the
additional costs involved. Letterhead can then be printed on stationery (or plain paper) as
needed on a local output device or sent electronically.
That heading usually consists of a name and an address, and a logo or corporate design,
and sometimes a background pattern. The term “letterhead” is often used to refer to the
whole sheet imprinted with such a heading. Many companies and individuals prefer to cre-
ate a letterhead template in a word processor or other software application.
But without the additional costs involved. Letterhead can then be printed on stationery (or
plain paper) as needed on a local output device or sent electronically.
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
hmongmastery.com
651.213.7753

70. More updates
m a r c h 3 0

71. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 71
KEY ELEMENTS | PATTERN blocks
d r a f t 3
Tweaked orange pattern block and added a background option

72. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 72
STATIONERY | BUSINESS CARD
d r a f t 3
SERENA VANG
Event Coordinator
sv@hmongmastery.com
HMONG MASTERY
hmongmastery.com
651.213.7753
995 University Avenue,
Saint Paul, MN, 55104

73. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 73
STATIONERY | ENVELOPE
d r a f t 3
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104

74. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading
usually consists of a name and an address, and a logo or corporate design, and sometimes a
background pattern. The term “letterhead” is often used to refer to the whole sheet im-
printed with such a heading. Many companies and individuals prefer to create a letterhead
template in a word processor or other software application.
This generally includes the same information as pre-printed stationery but without the
additional costs involved. Letterhead can then be printed on stationery (or plain paper) as
needed on a local output device or sent electronically.
That heading usually consists of a name and an address, and a logo or corporate design,
and sometimes a background pattern. The term “letterhead” is often used to refer to the
whole sheet imprinted with such a heading. Many companies and individuals prefer to cre-
ate a letterhead template in a word processor or other software application.
But without the additional costs involved. Letterhead can then be printed on stationery (or
plain paper) as needed on a local output device or sent electronically.
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
hmongmastery.com
651.213.7753
SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 74
STATIONERY | LETTERHEAD
d r a f t 3

75. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading
usually consists of a name and an address, and a logo or corporate design, and sometimes a
background pattern. The term “letterhead” is often used to refer to the whole sheet im-
printed with such a heading. Many companies and individuals prefer to create a letterhead
template in a word processor or other software application.
This generally includes the same information as pre-printed stationery but without the
additional costs involved. Letterhead can then be printed on stationery (or plain paper) as
needed on a local output device or sent electronically.
That heading usually consists of a name and an address, and a logo or corporate design,
and sometimes a background pattern. The term “letterhead” is often used to refer to the
whole sheet imprinted with such a heading. Many companies and individuals prefer to cre-
ate a letterhead template in a word processor or other software application.
But without the additional costs involved. Letterhead can then be printed on stationery (or
plain paper) as needed on a local output device or sent electronically.
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
hmongmastery.com
651.213.7753

76. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 76
May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading
usually consists of a name and an address, and a logo or corporate design, and sometimes a
background pattern. The term “letterhead” is often used to refer to the whole sheet im-
printed with such a heading. Many companies and individuals prefer to create a letterhead
template in a word processor or other software application.
This generally includes the same information as pre-printed stationery but without the
additional costs involved. Letterhead can then be printed on stationery (or plain paper) as
needed on a local output device or sent electronically.
That heading usually consists of a name and an address, and a logo or corporate design,
and sometimes a background pattern. The term “letterhead” is often used to refer to the
whole sheet imprinted with such a heading. Many companies and individuals prefer to cre-
ate a letterhead template in a word processor or other software application.
But without the additional costs involved. Letterhead can then be printed on stationery (or
plain paper) as needed on a local output device or sent electronically.
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
hmongmastery.com
651.213.7753
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
SERENA VANG
Event Coordinator
sv@hmongmastery.com
HMONG MASTERY
hmongmastery.com
651.213.7753
995 University Avenue,
Saint Paul, MN, 55104

77. FINAL DRAFTS
A P R I L 1

78. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 78
STATIONERY | BUSINESS CARD
d r a f t 4
SERENA VANG
EVENT COORDINATOR
HMONG MASTERY
eat@hmongmastery.com
www.hmongmastery.com
651. 213 .7753
995 University Avenue,
Saint Paul, MN, 55104
LOYALTY MEMBER CARD
HMONG MASTERY
995 University Avenue,Saint Paul, MN, 55104
www.hmongmastery.com
651. 213 .7753
FREE!
new addition: punch card!

79. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 79
STATIONERY | ENVELOPE
d r a f t 3
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104

80. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
Here’s the great news, a new asian cuisine food truck called Hmong Mastery is hosting
their grand opening this coming May! Hmong Mastery serves Hmong food, the most loved
home comfort food that can be eaten during any season. From hmong sausage, fried pork
belly, eggrolls to pho bowls, curry noodles, and steamed sticky rice! You’ve got to try
their colorful iced tri-color coconut drink, it’s perfect for the summer and for pictures too.
Hmong Mastery’s goal is to provide authentic Hmong food and to spread the love that they
have through their culture by sharing their delicious dishes with everyone. Just pass by
University Avenue and they’ll be hanging out right around the corner!
Now here’s the bad news, Hmong Mastery is new to town with little or no customers, so
spread the great news of the grand opening with your friends, family, extended relatives,
co-workers, your boss, and your neighbors. And if you’re in for a little treat, the first 20
people to buy a meal will receive a free t-shirt and mask! Looking forward to see you
there!
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
www.hmongmastery.com
651. 213 .7753
SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 80
STATIONERY | LETTERHEAD
d r a f t 3

81. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
Here’s the great news, a new asian cuisine food truck called Hmong Mastery is hosting
their grand opening this coming May! Hmong Mastery serves Hmong food, the most loved
home comfort food that can be eaten during any season. From hmong sausage, fried pork
belly, eggrolls to pho bowls, curry noodles, and steamed sticky rice! You’ve got to try
their colorful iced tri-color coconut drink, it’s perfect for the summer and for pictures too.
Hmong Mastery’s goal is to provide authentic Hmong food and to spread the love that they
have through their culture by sharing their delicious dishes with everyone. Just pass by
University Avenue and they’ll be hanging out right around the corner!
Now here’s the bad news, Hmong Mastery is new to town with little or no customers, so
spread the great news of the grand opening with your friends, family, extended relatives,
co-workers, your boss, and your neighbors. And if you’re in for a little treat, the first 20
people to buy a meal will receive a free t-shirt and mask! Looking forward to see you
there!
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
www.hmongmastery.com
651. 213 .7753

82. May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
Here’s the great news, a new asian cuisine food truck called Hmong Mastery is hosting
their grand opening this coming May! Hmong Mastery serves Hmong food, the most loved
home comfort food that can be eaten during any season. From hmong sausage, fried pork
belly, eggrolls to pho bowls, curry noodles, and steamed sticky rice! You’ve got to try
their colorful iced tri-color coconut drink, it’s perfect for the summer and for pictures too.
Hmong Mastery’s goal is to provide authentic Hmong food and to spread the love that they
have through their culture by sharing their delicious dishes with everyone. Just pass by
University Avenue and they’ll be hanging out right around the corner!
Now here’s the bad news, Hmong Mastery is new to town with little or no customers, so
spread the great news of the grand opening with your friends, family, extended relatives,
co-workers, your boss, and your neighbors. And if you’re in for a little treat, the first 20
people to buy a meal will receive a free t-shirt and mask! Looking forward to see you
there!
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
www.hmongmastery.com
651. 213 .7753
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
SERENA VANG
EVENT COORDINATOR
HMONG MASTERY
eat@hmongmastery.com
www.hmongmastery.com
651. 213 .7753
995 University Avenue,
Saint Paul, MN, 55104

83. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 83
KEY ELEMENTS | PATTERNS
F i n a l d r a f t
I decided to stick with
yellow to orange col-
or pallette to make it
more consistent and
simpler.
Also made patterns
for mockups!

86. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 86
A snapshot of my
drafts and process...

87. SERENA VANG | GRAPHIC DESIGN III | IDENTITY APPLICANTS | MARCH 2022 | PAGE 87
U S AG E G U I D E L I N E S

88. 0 1 A b o u t
0 2 L o g o U s a g e
0 3 C o l o r U s a g e
0 4 Ty p o g r a p h y
0 5 S t a t i o n e r y G u i d e

89. ABOUT LOGO DESIGN
2
Hmong Mastery is a food truck business,
out to serve authentic Hmong food such as
sweet pork, Hmong eggrolls, pho noodles,
and more! The main logo represents 3 egg-
rolls stacked on top of each other. The de-
sign inside the eggroll resembles Hmong
embroidery symbols and motifs.
PRIMARY LOGO SECONDARY LOGO

90. LOGO USAGE CLEAR SPACE
The clear space of the logo is measured by
the design itself, excluding the type.
X is measured by the width of the logo.
The logo should always have atleast .5x
around it in all placements especially with
text.
3
.5x .5x
1x
1x

91. COLOR USAGE BRAND COLOR
O R A N G E
PMS 3564 C
RGB 243 112 53
HEX F37035
CMYK 0 70 88 0
Orange is the brand’s main approved
color. The color creates an appetizing
atmosphere with it’s resemblence with a
lot of food dishes. The color is an equal
mixture of bright, playful, and powerful
themes. It is also very welcoming as well
and will draw attention from the crowd!

94. TYPOGRAPHY BRAND NAME
An independent type foundry since 2015,
Connary Fagen, Inc. creates the popular
Greycliff CF series in a number of interna-
tional scripts. The font has strong capitals
and smooth open lowercase that are effec-
tive in a variety of applications. The geo-
metric, near-monoline construction lends
a classic durability, tempered by softened
edges and vibrant shapes.
Greycliff CF (Bold)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 .,!@#$%^&*()
Size: 31 pts
Tracking: 80 pts
10

95. TYPOGRAPHY STATIONERY
Pragmatica was inspired by Helvetica (Neue Haas
Grotesk) of Haas typefoundry, 1957, by Eduard Hoff-
man and Max Miedinger. Based on the 19th century
Grotesque designs, Pragmatica brought a new level of
mathematical accuracy to the sans serif category. The
font is widely used for many applications, from maga-
zines and books to advertising and headlines.
HEADINGS
Pragmatica Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 .,!@#$%^&*()
Size: 9/10 pts
Tracking: 90 pts
BODY TEXT
Pragmatica Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 .,!@#$%^&*()
Size: 7 pts
Tracking: 110 pts
11

96. STATIONERY GUIDE
BUSINESS CARD
ENVELOPE
LETTERHEAD May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
Here’s the great news, a new asian cuisine food truck called Hmong Mastery is hosting
their grand opening this coming May! Hmong Mastery serves Hmong food, the most loved
home comfort food that can be eaten during any season. From hmong sausage, fried pork
belly, eggrolls to pho bowls, curry noodles, and steamed sticky rice! You’ve got to try
their colorful iced tri-color coconut drink, it’s perfect for the summer and for pictures too.
Hmong Mastery’s goal is to provide authentic Hmong food and to spread the love that they
have through their culture by sharing their delicious dishes with everyone. Just pass by
University Avenue and they’ll be hanging out right around the corner!
Now here’s the bad news, Hmong Mastery is new to town with little or no customers, so
spread the great news of the grand opening with your friends, family, extended relatives,
co-workers, your boss, and your neighbors. And if you’re in for a little treat, the first 20
people to buy a meal will receive a free t-shirt and mask! Looking forward to see you
there!
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
www.hmongmastery.com
651. 213 .7753
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
SERENA VANG
EVENT COORDINATOR
HMONG MASTERY
eat@hmongmastery.com
www.hmongmastery.com
651. 213 .7753
995 University Avenue,
Saint Paul, MN, 55104

97. STATIONERY GUIDE BUSINESS CARD
CARD SIZE
3.5” x 2” Horizontal orientation
HEADINGS
Pragmatica Bold: 9/10 pt with 90 tracking
BODY TEXT
Pragmatica Book: 8 pt with 90 tracking
X-VALUE
X= 1.15 an inch, X is the width of the logo
PAPER
Business card should be printed on
white paper, must be atleast 100 lb stock
SERENA VANG
EVENT COORDINATOR
HMONG MASTERY
eat@hmongmastery.com
www.hmongmastery.com
651. 213 .7753
995 University Avenue,
Saint Paul, MN, 55104
13

98. STATIONERY GUIDE ENEVLOPE
CARD SIZE
9.5” x 4.125”, US Envelope #10
HEADINGS
Pragmatica Bold: 9/10 pt with 90 tracking
BODY TEXT
Pragmatica Book: 8 pt with 90 tracking
X-VALUE
X= 1.15 an inch, X is the width of the logo
PAPER
Envelope should be printed on white 20
lb paper as always
14
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104

99. STATIONERY GUIDE LETTER HEAD
CARD SIZE
8.5” x 11”
HEADINGS
Pragmatica Bold: 9/10 pt with 90 tracking
RETURN ADDRESS
Pragmatica Book: 8 pt with 90 tracking
BODY TEXT
Times New Roman: 11 pt
X-VALUE
X= 1.15 an inch, X is the width of the logo
PAPER
Envelope should be printed on no less
than white 20 lb paper
May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
Here’s the great news, a new asian cuisine food truck called Hmong Mastery is hosting
their grand opening this coming May! Hmong Mastery serves Hmong food, the most loved
home comfort food that can be eaten during any season. From hmong sausage, fried pork
belly, eggrolls to pho bowls, curry noodles, and steamed sticky rice! You’ve got to try
their colorful iced tri-color coconut drink, it’s perfect for the summer and for pictures too.
Hmong Mastery’s goal is to provide authentic Hmong food and to spread the love that they
have through their culture by sharing their delicious dishes with everyone. Just pass by
University Avenue and they’ll be hanging out right around the corner!
Now here’s the bad news, Hmong Mastery is new to town with little or no customers, so
spread the great news of the grand opening with your friends, family, extended relatives,
co-workers, your boss, and your neighbors. And if you’re in for a little treat, the first 20
people to buy a meal will receive a free t-shirt and mask! Looking forward to see you
there!
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
www.hmongmastery.com
651. 213 .7753
15

100. SERENA VANG
EVENT COORDINATOR
HMONG MASTERY
eat@hmongmastery.com
www.hmongmastery.com
651. 213 .7753
995 University Avenue,
Saint Paul, MN, 55104
SERENA VANG
EVENT COORDINATOR
HMONG MASTERY
eat@hmongmastery.com
www.hmongmastery.com
651. 213 .7753
995 University Avenue,
Saint Paul, MN, 55104
1x
.5x
.5x
STATIONERY GUIDE BUSINESS CARD

101. STATIONERY GUIDE ENVELOPE
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104

102. STATIONERY GUIDE ENVELOPE
Mr. Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
1x
.5x
.5x

103. STATIONERY GUIDE LETTER HEAD
May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
Here’s the great news, a new asian cuisine food truck called Hmong Mastery is hosting
their grand opening this coming May! Hmong Mastery serves Hmong food, the most loved
home comfort food that can be eaten during any season. From hmong sausage, fried pork
belly, eggrolls to pho bowls, curry noodles, and steamed sticky rice! You’ve got to try
their colorful iced tri-color coconut drink, it’s perfect for the summer and for pictures too.
Hmong Mastery’s goal is to provide authentic Hmong food and to spread the love that they
have through their culture by sharing their delicious dishes with everyone. Just pass by
University Avenue and they’ll be hanging out right around the corner!
Now here’s the bad news, Hmong Mastery is new to town with little or no customers, so
spread the great news of the grand opening with your friends, family, extended relatives,
co-workers, your boss, and your neighbors. And if you’re in for a little treat, the first 20
people to buy a meal will receive a free t-shirt and mask! Looking forward to see you
there!
Sincerely,
Serena Vang,
Graphic Designer
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
www.hmongmastery.com
651. 213 .7753

104. STATIONERY GUIDE LETTER HEAD
May 4th, 2023
Mr Hun Ger
755 Selby Ave #213
Saint Paul, MN, 55104
Dear Mr Ger:
Here’s the great news, a new asian cuisine food truck called Hmong Mastery is hosting
their grand opening this coming May! Hmong Mastery serves Hmong food, the most loved
home comfort food that can be eaten during any season. From hmong sausage, fried pork
belly, eggrolls to pho bowls, curry noodles, and steamed sticky rice! You’ve got to try
their colorful iced tri-color coconut drink, it’s perfect for the summer and for pictures too.
Hmong Mastery’s goal is to provide authentic Hmong food and to spread the love that they
have through their culture by sharing their delicious dishes with everyone. Just pass by
University Avenue and they’ll be hanging out right around the corner!
Now here’s the bad news, Hmong Mastery is new to town with little or no customers, so
spread the great news of the grand opening with your friends, family, extended relatives,
co-workers, your boss, and your neighbors. And if you’re in for a little treat, the first 20
people to buy a meal will receive a free t-shirt and mask! Looking forward to see you
there!
HMONG MASTERY
995 University Avenue,
Saint Paul, MN, 55104
www.hmongmastery.com
651. 213 .7753
1x
.5x
.5x
1.5x 1x

105. T H A N K YO U
contact vangs47@csp.edu for any questions

106. HERO SHOTS
A P R I L 5

119. Thank you
b e h a n c e