The Abbey Coffee, Art, & Music Lounge opened in 2008 and is still a bit of a word-of-mouth venue. The non-profit cafe opened as a product of a local church, and is just minutes from downtown, but the best way to find it still seems to be hearing about it. The cafe's main demographic is students at a number of local colleges, including UCSC.
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With O'Neill's Fall 2010 Catalog, the Art Director and I decided that lifestyle photography was key in showcasing the direction that the brand was taking. With a clothing line featuring simple, classic looks, with trendy street style, we decided to use clean, subdued colors, and b&w and monochromatic photos.
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With O'Neill's Summer 2010 collection I helped steer the catalog into a clean direction, with accents of street style. Using elements which referenced 'zines', and using modern high contrast photography we were able to create a catalog which featured the most important aspect of the brand. The clothing. As well, I was able to help direct the photography used for the lifestyle and studio shots.
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