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2012. All Rights Reserved
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Shala W. Graham Communication Designer
Eat on PurPosE IdentIty Though not a non-profit exactly, this start-up venture had a great mission that needed support. The founder,
Dr. Aisha Prim, had a desire to change our youth, particularly in minority communities, through proper nutri-
tion. Born out of that desire was Eat on Purpose, which teaches youth and parents how to eat and what to eat.
Client: eat on PurPose
PMS 583RGB 159, 173, 62CMYK 21, 2, 97, 13HEX #AFBD22
PMS 469RGB 123, 94, 75CMYK 21, 53, 89, 42HEX #794400
Fonts:Century GothicCentury Gothic Bold
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Shala W. Graham Communication Designer
ICa IdentIty and StatIonery Innovative Clinical Associates is a human services and behavioral health consult-
ing firm that provides comprehensive services to children, youth, families, schools,
facilities and corporations throughout the Washington metropolitan area. Client:
innovative CliniCal assoCiates
817 Silver Spring Avenue, Suite 203 Silver Spring, MD 20910t: 301-565-0720 | f: 301-565-0721
Cari Brown-DunCan LCSw-C, LiCSw, LCSw PrinCiPaL/CLiniCaL DireCtort: 301-565-0720 | f: 301-565-0721icamentalhealth.com | cari@icamentalhealth.com817 Silver Spring avenue, Suite 203Silver Spring, MD 20910
working to strengthen families and communities
817 Silver Spring Avenue, Suite 203Silver Spring, MD 20910
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Shala W. Graham Communication Designer
GallEry EsPrEsso Brand IdentItyThe Gallery Espresso is a cafe chain featuring gourmet European coffee and tea, native to Savannah, Georgia. The
cafe combines a gallery space and performance venue with a coffeehouse. The cafe is eclectic and trendy, with a
grassroots, local flair that supports the communitys arts and entertainment industry. The Gallery Espresso needed
to create a national brand with local charm, unlike other national chains that are identical in every location.
Class: Print studio i
Shala W. Graham Print Studio I Summer 2010
Proj1
T wo-Color logo
Bl aCk/whITe logo
ReveRsed
GRDS 715: Print Studio I | Professor Sarah Adams | Summer 2010 | Shala W. Graham, 2010
Brand IdentIty GuIdelInes eBrochure
View the Brand Identity Guidelines eBrochure
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Shala W. Graham Communication Designer
FostEr a ChIld SocIal awareneSS campaIgnThe social issue I chose to address was the foster care system in the Washington, DC metro area, specifically the
need for more African-American foster parents. For the medium, I selected advertisements on the Metro bus and
rail system in DC, as it is the primary mode of transportation for working professionals in the metro area. The
target audience is middle- to upper-class, African-American, married couples in the DC metro area.
Classes: GraPhiC desiGn studio ii & diGital studio i
I am... an event planner a troop leader a soup kitchen server a foster parent
Do Something. Foster a Child.www.fosterachildDC.org
I am... an educator a football coach a supportive husband a foster parent
Do Something. Foster a Child.www.fosterachildDC.org
I am... a financial planner a business counselor a community activist a foster parentDo Something. Foster a Child.www.fosterachildDC.org
I am... a program manager a dance instructor a choir member a foster parentDo Something. Foster a Child.
www.fosterachildDC.org
Visit the Website
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Shala W. Graham Communication Designer
WayshomE natIonal ForecloSure preventIon campaIgnWaysHome is the consumer outreach campaign of Know Your Options by Fannie
Mae. Several materials were developed to support the national outreach, including
information sheets, emails, direct mailers, banners, kiosks or other materials to
support their event booths and meet-and-great events.
Client: Fannie Mae
One-color
Blue: PMS 3005Orange: PMS 718
Two-color
Full-color
Interactive Options to Avoid Foreclosure
Whether your financial hardship is temporary (short-term) or more permanent (long-term), whether you want to keep your home or you have decided that you are ready to sell or leave, or if youre not sure what to do, we can help. There are options available to help homeowners just like you, who may be struggling with their mortgage payments and need assistance.
Refinance Get a new loan with a lower interest rate or other adjusted terms
Repayment Plan Pay back your past-due payments over an extended period of time
Forbearance Temporarily suspend or reduce your mortgage payments for a specific period of time
Modification Modify the terms of your mortgage to make it more affordable
Deed-for-LeaseRent your home and remain in the property as a tenantavailable for homeowners whose mortgage is owned by Fannie Mae
Short SaleSell your home and pay off all (or a portion) of your mortgage balanceeven if you owe more on the home than its worth
Deed-in-LieuTransfer the ownership of your property to your mortgage company for release from all (or a portion) of your mortgage loan and payments
KEY STay in youR HoMe Leave youR HoMe
We Want to HelpTake action and gain peace of mind and control of your situation. Contact your mortgage company to discuss your options. For more information, visit KnowYourOptions.com
Contact Your Mortgage
Company Today.
Know your options and Deed-for-Lease are trademarks of Fannie Mae.
Mortgage ProgramsAre Available to Help
Its time to get fit financially!
View the Direct Mailer
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Shala W. Graham Communication Designer
VEnturE maGazInE IdentIty and layout deSIgnThis fictitious magazine, Venture Magazine, is for start-up and young businesses. The target audience includes
new, American-based business owners, a mix of those still in the planning stages up to approximately 5 years of
running business full-time. The ideal subscriber is running their business full-time and committed to seeing it
succeed, while maintaining a healthy work/life balance for themselves and any employees.
Class: GraPhiC desiGn studio i
From microsoFt ExEc to Fashion DEsignEr Entrepreneur Profile
BalancE Work, Life and Cashflow
the early years of entrpreneurship
mEEting thE cliEnt
How to sell your company, talk money and close the deal
December 2009 | $3.99
Brand Building SEO TipS FuncTiOnal OFFicE SpacE
December 2009 | 3534 | Venture
EntrEprEnEur profilE
from microsoft to fashion DEsignEr
Marketing executive Gayle Cruise returns to her passion after leaving Corporate America.by. Patrick McLaughlin
A Massachusetts native, Gayle Cruise attended a summer program at Parsons the New School for Design, in New York City, before heading to Florida in 1981 to study marketing and branding at Florida A & M University. After graduating, she moved to Cincinnati, OH to work for Procter and Gamble (P&G). Gayle left
P&G as a brand manager and returned to her Massachusetts roots to attended Harvard Business School in Cambridge, where she honed her marketing skills. After receiving her MBA, she worked for two additional blue-chip companies. In New York, she worked as a consultant for McKinsey & Company.
Being creative, working with my hands is second nature.
Article copy from yourslipisshowing.com.
15 Meeting the clientRefine your elevator pitch to make the best first impression by Carrie Wilson
27 You verses theMDevelop a clear strategy to stand out amongth your competitors by Jerry Godwin
34 entrepreneur profileGayle Cruise: From Microsoft to Fashion Designer by Patrick McLaughlin
38 BalanceFor work, life and cashflow by Carlos Scott
53 hire rightRules for expanding your business right by Frances Munoz
58 Marketing on a BudgetWell show you what works best for young businesses. by Jacqueline Richmond
60 do not enterHow to set boundaries for your home office by Charon Reed
68 5 rules for success as an entrepreneurRules that are not meant to be broken by business owners by Yolanda Carway
InsIde
30 seo tips Make Google your friend. by Shala Graham
42 Brand Building Its never to early to start. by Mark Bartley
68 perfect clientsAttracting the perfect client is easier than you think! by Adam Ducker
departments
10 editors coluMn
12 contriButors
25 ask venture
46 MoneY Matters
72 tech review
deceMBer 2009 | 7
FunctIonal spaces Home offices that make you want to go to work by Janet Louis
62
38 15
cover story
View the Magazine
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Shala W. Graham Communication Designer
EmPIrE statE oF mInd experImental BookletIn this project, I wanted to create a piece that would make a nice keepsake for fans of the song Empire State
of Mind (Part II) Broken Down by Alicia Keys that communicated ideas around New Yorks concrete jungle of
dreams, big lights of inspiration and being unstoppable. It needed to be an in-your-face approach to New York
that had high-contrast in both color and texture, but still inspiring and exciting.
Class: tyPoGraPhy studio i
EmpirE StatE of mindBrokenDownGrew
up in a
town, that is famous as a place of movie scenes
Noise is always loud There are sirens all around And the streets are mean if i could make it here i could make it anywhere
thatS what thEy Say Seeing my face in lights or my name in marquees found downBroadwayEven if it aint all it seems, I got a pocketful of dreams B a b y , Im from New York, concrete jungle
where dreams are made of Theres nothing you cant do Now youre in New York these streets will make you feel brand new
Big lights will inspire youHear it for New York, New York, New Yorkon the avenue, there aint never a curfewladies work so hardSuch a melting pot on the corner selling rock PrEAchErS PrAy To God hail a gypsy cab takes me down from harlem to the Brooklyn Bridge Someone sleeps tonight with a hunger for more than from an empty fridgeIm going to make it by any means I GoT A PockETful of drEAmS B a b y , I m f r o mN e w Y o r k
concrete jungle where dreams are made of THeres NoTHINg You caNT do Now youre in New York These streets will make you feel brand new B i g l i g h t s w i l l i n s p i r e y o uHear it for New York, New York, New York one hand in the air for the big city street lights, big dreams, all looking pretty
No PlAcE IN ThE world ThAT cAN comPArEdPut your lighters in the air Everybody say yeah, yeah yeaah
New York, concrete jungle where dreams are made ofTheres nothing you cant do Now youre in New York These streets will make you feel brand new BIg lIgHTs wIll INspIre You hEar it for nEw york
EmpirE StatE of mindBrokenDown
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Shala W. Graham Communication Designer
PrICEd out: dC report deSIgnUpon completing research, RCLCO called on needed help producing a report for the Terwilliger Center of the
Urban Land Institute addressing the need for workforce housing in the Washington, DC metro area. I aided the
team in the refinement of data, charts and maps, as well as designed the 30 page report.
Client: rClCo
Terwilliger Center for Workforce Housing
Priced OutPersistence of the Workforce Housing Gap in the Washington, D.C., Metro Area
Workforce Household ProfileAssistant Professor at Georgetown University (Single-Income Household)
Vital Statistics:Household Type: Single Parent, Two Children
Profession: Assistant Professor
2009 Annual Household Income: $74,000
2009 Affordable Home Price Range: $250,000$280,000
Required Downpayment: $25,000$28,000
Percent of AMI for Three-Person Household: 81%
This university professor can afford to purchase a home priced between $250,000 and
$280,000. Home values have appreciated considerably from 2000 to 2009, severely
limiting this professors housing choices within close proximity of his workplace, as
indicated by the black star on the maps below.
2000 2009Locations with Affordable Median Home Values for Profiled Family2000 and 2009
A deeper analysis of the characteristics of
workforce households in Washington, D.C., reveals
more about this groups specific housing needs.
An average of 40 percent of the metro areas
workforce households are made up of three or more
people. This finding is significant, because larger
households require homes with more bedrooms,
which typically are more expensive, often limiting
their housing options to fringe locations.
Although recent demographic trends point toward
an increasing number of smaller households as
echo boomers enter their 20s and baby boomers
age, this trend likely will only slightly alter the
overall distribution of household sizes. Though
average household size is trending downward,
larger households will continue to make up a
notable portion of future growth. Households of this
size are conventionally thought of as a traditional
couple with one or more children, yet many of these
households are a single parent with two or more
children, multigenerational households such as a
couple with an older parent or parents, or groups
of roommates and others sharing a home for
preference or cost reasons.
Less than 60% AMI
60%80% of AMI
80%100% of AMI
100%120% of AMI
More than 120% of AMI
TOTAL
WASHINGTON, D.C., METRO AREA
Estimated Number of Households 588,427 243,487 223,196 202,906 771,042 2,029,059
Distribution of Households 29% 12% 11% 10% 38% 100%}
23% or 466,683 of the households in the Washington, D.C., metro area are in the 60 to 100 percent AMI income range.
DISTRIBUTION OF HOUSEHOLDS BY HOUSEHOLD SIZE
WASHINGTON, D.C. MSA
SOURCE: U.S. Census Bureau, American Community Survey PUMA Data, 2007; RCLCO
29%
30%
40%
1-Person Households
2-Person Households
3 or More Person Households
40%3+-Person Households
29%1-Person Households
30%2-Person Households
Metro Area Household Composition
Household Composition in the Washington, D.C., Metro Area
Source: RCLCO, Claritas, U.S. Census 2007 PUMA Data
Sources: RCLCO, U.S. Census 2007 PUMA data.
Sources: Claritas, RCLCO.
Affordable
Priced Out
Place of Employment
8 9
Steady Growth in Household Income Does Not Keep Pace with Rapid Housing Value Appreciation in the Washington, D.C., Metro Area
2000 2005 2009 2014
MED
IAN
HO
US
EHO
LD IN
CO
ME
HO
ME
VALU
ES
$150,000+
$100,000 $150,000
$50,000 $100,000
Less than $50,000
$450,000+
$300,000 $450,000
$150,000 $300,000
Less than $150,000
Rapid growth in housing values outpaced income growth between 2000 and 2005, limiting affordability and workforce housing options throughout the metro area. Recent housing market fluctuations have helped restore this balance on the periphery of the metro area, although a jobs/housing imbalance persists near major employment cores.
14 15
View the Report
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Shala W. Graham Communication Designer
rEInVEntIon oF south lakE tahoE reportAfter researching and analyzing the opportunities for transforming the South
Lake Tahoe area into a prime resort and vacation hot spot, RCLCO needed a report
designed to present to their client to encourage them to invest in redevelopment of
that area.
Client: rClCo
Contents
Introduction and Summary 3
Address Deferred Reinvestment in South Shore Lake Tahoe 4
History of South Shore Lake Tahoe 5
New and Compelling Bed Base 7
Resort Attributes Considered Extremely/Very Desirable 8
Expanded and Un-Rivaled Recreational Amenity Platform 10
Sophisticated and Expanded Shopping, Dining, and Entertainment Options 11
Revitalized and Right-Sized Gaming Offering 12
Convention Infrastructure 13
Closing Thoughts 14
2
Lake Tahoes modern history began in the 1850s, when a silver strike known as the Comstock Lode attracted miners in droves. These pioneering settlers scattered around Lake Tahoe creating the pattern of development that informs Lake Tahoes local economy. The vibrant mining economy created a very affluent population lo-cally, and services and attractions to spend that wealth soon fol-lowed. The area quickly emerged as a vacation destination from the subsequent development of a dominant tourism economy in and around Lake Tahoe. Residents of the rapidly growing Cali-fornia cities were drawn by the luxury resort offerings and stun-ning landscape of Lake Tahoe, and by 1900, Tahoe was the premier West Coast resort and second-home destination.
Organized gambling and skiing were first introduced to the region in the mid-1900s, providing an additional spark to
the growing region and its current tourism-dom-inated economy. These industries would form
the foundation for the future trajectory of Lake Tahoe tourism, effectively transforming the region from a summer destination into a four-
season destination supporting a resident employment base.
Among the first large resort hotels introduced to the region was the
property presently known as Har-veys Lake Tahoe in Stateline, Nevada.
Originally referred to as Harveys Wag-on Wheel Saloon and Gambling Hall, the property was opened in 1944 with limited gaming facilities, a small din-
ing area, and a gas station. Harrahs was the next significant market entrant in the 1950s, buying several local clubs followed by an expansion of Harveys, which included an 11-story hotel addition. South Shore Lake
Tahoe was flourishing.
Shortly thereafter, Harrahs introduced the first major showroom for live performances in 1959, named The South Shore Room. The showroom was a 750-seat state-of-the-art facility attracting the top acts including Wayne Newton, Sammy Davis Jr., Bill Cos-by, and Frank Sinatra.
The 1960 Winter Olympic Games held at Squaw Valley celebrated Lake Tahoes ascendancy as a world-class resort destination, and expanded its international brand to include being a premier ski destination. Area entrepreneurs and champions of Lake Tahoe continued to invest and improve the region through the next two decades, and the resort hotel core in Stateline continued to grow with Harveys expanding and enhancing their facilities as new en-trants penetrated the market. Notably, the Sahara Tahoe, presently known as the Horizon Casino Resort, was built in 1965.
Harrahs built a flagship state-of-the-art property in 1972 which earned North Americas first Five-Diamond rating for a casino-ori-ented hotel, and the Park Tahoe currently known as the Montbleu Casino & Spa was completed in 1978. The South Shore resort and tourism economy was flourishing, and the proverbial rising tide was lifting all elements of the regional tourism economy. Full-time population in South Shore increased fivefold between 1960 and 1980 from 10,000 to 50,000.
Beginning in the early 1980s, reinvestment in the regions tourism infrastructure slowed, and the process of enhancing and refreshing the regional tourist accommodation base stopped. Unfortunately, this corresponded to a period of rapid growth in the gaming and winter recreation industries elsewhere, accompanied by fevered re-investment and modernization of the resort hotel experience.
Over the course of the last two decades, South Shore ceded its role among the most glamorous and exciting gaming venues to other destinations that have reinvented and kept the visitor experience exciting. South Shore deteriorated from a national vacation des-tination to a day-tripper destination overly dependent on gaming, and unappealing to non-gamers. Most recently, the South Shore hotels have even had trouble competing with newer and more
histoRy of south shoRe Lake tahoe
5
Browsing in interesting stores, compelling and contemporary res-taurant options, and varied and contemporary entertainment op-tions are also integral elements in the contemporary vacation ex-perience, and woefully under-presented in South Shore. While the casino hotels those in Lake Tahoe in particular were early pioneers in integrating these activities into the guest experience, the offerings pale in comparison to peer resort markets.
The depth of need to have new and compelling shopping oppor-tunities is demonstrated by the recent success of the new shopping district at the base of the Heavenly Valley gondola. These stores are experiencing extremely high occupancy rates and achieve very high rents. Retailers report very strong performance, and pre-leas-ing for the now stalled Chateau project was very successful. These stores also point to the possibility of a physical transformation that is possible along Route 50.
The success of these new stores also points to a unique potential differentiating element of South Shore. Most mountain resort mar-kets with dramatically reduced traffic outside the winter months cannot support a diversified array of unique retailers. Even tony Vail Village offers mostly tee shirt shops and service retail, with a scattering of restaurants. New retail should be included along the Route 50 frontage of the large resort properties, animating the street and encouraging pedestrian activity.
Restaurants are a key component of the resort retail mix, and plan-ning for new properties should allow for a diversity of dining ex-periences at a variety of price points. Most large format hotels now include several different dining options and rely on non-guest patronage in large measure. The days of the low cost buffet are gone for good.
The role of entertainment cannot be overstated, as it plays a critical role in driving visitation at all times of the year. This is not just a casino hotel phenomenon, but a key emerging element of vaca-tion behavior. One should look to Aspen -- where there is varied and robust entertainment, cultural, and arts programming -- as the only traditional mountain resort market that has succeeded in at-tracting a year-round visitation pattern and resident base.
Government and resort owners must all partner in developing a coordinated and mutually reinforcing array of entertainment ven-ues and options. Venues should range from the large format stage shows to smaller black box spaces appropriate for intimate per-formance, outdoor venues, spaces appropriate for conversion for indoor sporting events, etc. Two dimensions are critical. Each property should offer complementary and distinct spaces, since the entire region will be the beneficiary of enhanced visitation, and spaces should be as flexible as possible to serve the most potential markets. Critical in this is providing facilities that can serve as auxiliary space for conventions and meetings, as will be discussed further below.
sophistiCated and expanded shopping, dining, and enteRtainment options
Government and resort owners must
all partner in developing a coordinated
and mutually reinforcing array of
entertainment venues and options.
11
View the Report
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Shala W. Graham Communication Designer
ProjECt matCh IdentIty and weBSIte Project Match is a nonprofit that matches minority students in the Washington, DC area with
boarding schools. They were in desperate need of a new brand identity and website that would
increase the professional perception of the organization into increase student and donor interest.
Class: the role oF GraPhiC desiGn in soCial awareness
PO Box 40852, Washington, DC 20016 | P 202.722.0459 | F 202.280.1105 | www.projectmatchdc.org
P 202.722.0459 | F 202.280.1105
PO Box 40852, Washington, DC 20016
yjross@projectmatchdc.org | www.projectmatchdc.org
Matching talented students with
exceptional educational opportunity
Yvette RossExECutivE DirECtOr
PO Box 40852, Washington, DC 20016
Visit the Website
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Shala W. Graham Communication Designer
Playa GrandE weBSItePlaya Grande was intended to be a luxury, high-end resort in the Chiriqu Province of
Panama, for which I designed a joint venture brochure in 2007. This website takes that
approach that the resort has been developed and is available for tourists, retirees, second-
home buyers, honeymooners and families to plan and book their next home or vacation.
Class: GraPhiC desiGn studio ii
Visit the Website
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Shala W. Graham Communication Designer
dIzzy anImated typeThis animation, just under 14 sections, tells the story
of two children playing happily together.
Class: tyPoGraPhy studio ii
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Shala W. Graham Communication Designer
Psalm 139 anImated narratIveSomehow, using type, color and motion, I needed to communicate the indescribable feeling of being perfectly
loved and protected, as described in Psalm 139. With that understanding, I selected the humanist Hypatia Sans
Pro typeface because it is warm and legible, while hinting towards history with an expansive type family. The
type was paired with a color palette of purple, gray, dark brown, and a soft blue-green.
Class: tyPoGraPhy studio ii
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Shala W. Graham Communication Designer
mEmoIr oF a GEIsha movIe tItleInspired by the art of a geisha and key events in the story of the movie, I created a
new movie title to introduce this romantic drama.
Class: tyPoGraPhy studio ii
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