Alejandra Hernandez | Selected Work

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Our backs tell stories no books have the spine to carry. —Ru pi Ka u r

SELECTED WORK

— ALEJANDRA HERNANDEZ



Our backs tell stories no books have the spine to carry. —Rupi Kaur

SELECTED WORK

— ALEJANDRA HERNANDEZ


Copyright Š 2016 by Alejandra Hernandez All rights reserved. No part of this publication may be reproduced, stored in retrieval systems, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or any information storage, without written permission from Alejandra Hernandez.


For those who carry stories with a strong spine.



CONCEPT:

Our backs carry more than just the weight of our shoulders. Each one of us has our own unique story, one that wouldn’t exist if we weren't born. We come into the world without a set purpose, and from there, we begin creating our own story—whatever that might be. Stories inspire and motivate. Our stories, which we continue to build over time, help to make life meaningful. There’s no book that can hold a story as capably as your own. Yours is the spine that holds it strongly and carefully. Tucked inside this book and its spine is a selection of work that are part of my own story.

spine

/spīn/

A thing’s central feature or main source of strength. Resolution or strength of character. The part of a book’s jacket or cover that encloses the inner edges of the pages, facing outward when the book is on a shelf and typically bearing the title and the author’s name.


Selected Work


10-31

Aeromexico—

32-51

Moleskine—

52-61

Irina Ribeiro—

6 2 -7 3

Motiv8—

74-87

El Charro—

8 8 -1 0 1

Holy Brew—

1 0 2 -1 1 7

Ring of Fire—

1 1 8 -1 3 7

Cymatics—

1 3 8 -1 5 1

Officina—

F LY I N G W I T H B R A N D N E W C O L O R S

EVERYONE HAS A STORY TO TELL

THE BALANCE OF ORDER & TRUST

K E E P T R A C K , S TAY M O T I V AT E D

ROPING UP FLAVORS, VAQUERO-STYLE

A SACRED MIX: COFFEE BEER

FROM ASHES WE RISE

THE STUDY OF SOUND MADE VISIBLE

O R G A N I Z AT I O N T H R O U G H S U S TA I N A B L E E L E G A N C E


ALEJANDRA HERNANDEZ

SELECTED WORK

Flying with Brand New Colors

PROJECT N° 0 1

— AEROMEXICO

10


AEROMEXICO

PROJECT 0 1

Founded in the year 1934, Mexico’s global airline, Aeroméxico, operates more than 600 flights daily with hubs at the Mexico City International Airport and at the Monterrey International Airport. The goal at hand was to diminish the rigid image produced by the warrior symbol and instead, introduce a newer, more approachable symbol. The Cerro de la Silla is a mountain and natural monument located within Mexico’s metropolitan city of Monterrey—the company’s secondary hub—which is the source of inspiration for the new symbol. In order to create a friendly and lively appeal while still recognizing the brand at an international level, the use of a newly vamped color palette was established.

PROJECT FOCUS:

Branding, Identity

COURSE:

Identity Systems 2

INSTRUCTOR:

Todd Hedgpeth

KEY WORDS:

Vivid, Confident, Trustful, Reliable, Lively

DELIV ERABLES:

Mobile App, Website, Branding Guidelines

Ch. 01 02 03 04 05 06 07 08 09 11


ALEJANDRA HERNANDEZ

SELECTED WORK

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AEROMEXICO

PROJECT 0 1

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ALEJANDRA HERNANDEZ

SELECTED WORK

14

14


AEROMEXICO

PROJECT 0 1

TY POGRAPHY:

Geogrotesque

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz Helvetica Neue TT

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz

COLORS:

15


ALEJANDRA HERNANDEZ

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AEROMEXICO

PROJECT 0 1

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ALEJANDRA HERNANDEZ

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AEROMEXICO

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AEROMEXICO

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ALEJANDRA HERNANDEZ

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AEROMEXICO

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AEROMEXICO

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AEROMEXICO

PROJECT 0 1

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AEROMEXICO

PROJECT 0 1

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ALEJANDRA HERNANDEZ

SELECTED WORK

Everyone has a Story to Tell

PROJECT N° 0 2

— MOLESKINE

32


MOLESKINE

PROJECT 0 2

Created in 1997, Moleskine brought revived the legendary “little black book” journal used by artists and thinkers over the past two centuries; among them Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin. To many, Moleskines have proven to be trusted and handy companions. Both intimate and indispensable, these classic journals continue to be treasured by an endless array of creative professionals and journal lovers alike. The goal for this project’s campaign was to help Moleskine present itself as personally as one would already do so with their own journal. When coming up for its inspiration, I came by the word, Sonder: n. The realization that each random passerby is living a life as vivid and complex as your own. This made up word was coined by John Koenig and was the ongoing motif that tied this project together—encouraging personal identity, imagination, travel, culture, and memory.

PROJECT FOCUS:

Print Design

COURSE:

Visual Systems 2

INSTRUCTOR:

Eszter Clark

KEY WORDS:

Nostalgic, Thoughtful, Personal, Poetic

DELIV ERABLES:

Brochure, Posters

Ch. 01 02 03 04 05 06 07 08 09 33


ALEJANDRA HERNANDEZ

SELECTED WORKS

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MOLESKINE

PROJECT 0 0

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SELECTED WORK

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MOLESKINE

PROJECT 0 2

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SELECTED WORKS

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MOLESKINE

PROJECT 0 0

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MOLESKINE

PROJECT 0 2

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MOLESKINE

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MOLESKINE

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MOLESKINE

PROJECT 0 2

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MOLESKINE

PROJECT 0 2

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MOLESKINE

PROJECT 0 2

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ALEJANDRA HERNANDEZ

SELECTED WORK

The Balance of Order & Trust

PROJECT N° 0 3

— IRINA RIBEIRO

52


IRINA RIBEIRO

PROJECT 0 3

Immigration is not an simple subject to deal with, but at the hands of someone you can trust, it can be. Irina Ribeiro’s brand identity was created with this in mind as well as carrying a general sense of balanced order and stability. Since her practices are transparent, her brand was created to help channel that genuine and approachable nature of being. Given her judicial stance on the matter at hands, the symbol that became associated with her personal brand had to stand strong and firm, while introducing a softer color palette helped give a more welcoming appeal to her services. One of the biggest challenges while creating her brand was avoiding a stale appeal and instead adopting a classy, friendly aesthetic.

PROJECT FOCUS:

Branding, Identity, Web Design

COMPANY:

Spritz SF

ROLE:

Graphic Designer

KEY WORDS:

Trustful, Elegant, Judicial

DELIV ERABLES:

Website, Stationery

Ch. 01 02 03 04 05 06 07 08 09 53


ALEJANDRA HERNANDEZ

SELECTED WORK

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IRINA RIBEIRO

PROJECT 0 3

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ALEJANDRA HERNANDEZ

SELECTED WORKS

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MOLESKINE

PROJECT 0 0

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ALEJANDRA HERNANDEZ

SELECTED WORK

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IRINA RIBEIRO

PROJECT 0 3

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ALEJANDRA HERNANDEZ

SELECTED WORK

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IRINA RIBEIRO

PROJECT 0 3

TY POGRAPHY:

New Century Schoolbook

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz Source Sans

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz

COLORS:

61


ALEJANDRA HERNANDEZ

SELECTED WORK

Keep Track, Stay Motivated

PROJECT N° 0 4

— MOTIV8

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M OT I V 8

PROJECT 0 4

Motiv8 is a visual journal app that helps users track their progress on various goals they have set in mind. This community-based mobile application allows users to document and track goals through an array of categories ranging from physical activities to artistic skill-building goals—all tailored to their preference. The objective of this project was to create an application that would help push people to tackle on those long over-due goals and make it easier for them to get motivated. Allowing users to set their own time frame (365 days, 30 days, etc.) that works best with their schedule and availability as well. By creating set daily reminders as well as offering detailed specs on their goal progression (monthly, weekly, daily), users are more apt to pursue and share endless goals, all the while following and connecting with other like-minded individuals through the social feed feature.

PROJECT FOCUS:

Branding, UX/UI Design, Interactive, App Design

COURSE:

GD3: Nature of Interaction

INSTRUCTOR:

Matthew David

KEY WORDS:

Goal-orientated, Fun, Social, Fresh

DELIV ERABLES:

Mobile Application

Ch. 01 02 03 04 05 06 07 08 09 63


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SELECTED WORK

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M OT I V 8

PROJECT 0 4

65


ALEJANDRA HERNANDEZ

SELECTED WORK

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M OT I V 8

PROJECT 0 4

TY POGRAPHY:

Source Sans

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz Tungsten

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz

COLORS:

67


ALEJANDRA HERNANDEZ

SELECTED WORK

68


M OT I V 8

PROJECT 0 4

69


ALEJANDRA HERNANDEZ

SELECTED WORKS

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MOLESKINE

PROJECT 0 0

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ALEJANDRA HERNANDEZ

SELECTED WORK

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M OT I V 8

PROJECT 0 4

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ALEJANDRA HERNANDEZ

SELECTED WORK

Roping Up Flavors, Vaquero-Style

PROJECT N° 0 5

— EL CHARRO

74


EL CHARRO

PROJECT 0 5

El Charro is a Mexican BBQ product line whose goal is to provide authentic, Mexican-style BBQ products in a lively, vivid, and sustainable manner for select grocery outlets. Heavily inspired by traditional Mexican roots, this line of products shares many of the most popular casero mixes for anyone interested in tasting Mexican BBQ cuisine. The source of inspiration behind the naming of El Charro was the symbolic Mexican horseman. Literally originating from the word “rustic,� the name itself also drove the artistic direction towards a country-side aesthetic, roping up a tasty set of flavors in colorful packaging to also honor the traditional Mexican culture.

PROJECT FOCUS:

Branding, Identity, Packaging

COURSE:

Packaging 2

INSTRUCTOR:

Christine George

KEY WORDS:

Rustic, Sustainable, Bold, Playful, Colorful

DELIV ERABLES:

Packaging system

Ch. 01 02 03 04 05 06 07 08 09 75


ALEJANDRA HERNANDEZ

SELECTED WORK

76


EL CHARRO

PROJECT 0 5

77


ALEJANDRA HERNANDEZ

SELECTED WORKS

78


MOLESKINE

PROJECT 0 0

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ALEJANDRA HERNANDEZ

SELECTED WORK

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EL CHARRO

T YPO GR APH Y:

PROJECT 0 5

New Century Schoolbook

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz Source Sans

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz

CO LO R S:

81


ALEJANDRA HERNANDEZ

SELECTED WORKS

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EL CHARRO

PROJECT 0 5

83


ALEJANDRA HERNANDEZ

SELECTED WORK

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EL CHARRO

PROJECT 0 5

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ALEJANDRA HERNANDEZ

SELECTED WORKS

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MOLESKINE

PROJECT 0 0

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ALEJANDRA HERNANDEZ

SELECTED WORK

A Sacred Mix: Coffee Beer

PROJECT N° 0 6

— H O LY B R E W

88


H O LY B R E W

PROJECT 0 6

Chapel Hill Coffee is a small coffee-shop opened up by owner Rafael Vizcaino, whom built his little shop with the inspiration that came from the sight of a unusual chapel upon a hill—as well as a particular Sonic Youth song. This mother brand was the inspiration of Holy Brew: A collaboration brew with Chapel Hill Coffee featuring locally roasted, small-batch Colombian coffee paired with unique beer brews. Coffee & Beer—what’s not to love? The objective was to create an elegant twist to a playful idea of mixing these two liquids, coffee and beer, together. A coffee brew for the like-minded individual that was sophisticated and playful in its design had to undergo various trials of old-style typography and the illustrative representation of stained glass, channeling a sacrilegious aesthetic.

PROJECT FOCUS:

Branding, Identity, Packaging

COURSE:

Packaging 3

INSTRUCTOR:

Christine George

KEY WORDS:

Colorful, Sacrilegious, Elegant

DELIV ERABLES:

Packaging system

Ch. 01 02 03 04 05 06 07 08 09 89


ALEJANDRA HERNANDEZ

SELECTED WORK

90


H O LY B R E W

PROJECT 0 6

91


ALEJANDRA HERNANDEZ

SELECTED WORK

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H O LY B R E W

PROJECT 0 6

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ALEJANDRA HERNANDEZ

T YPO G R APH Y:

SELECTED WORK

Moyenage 12

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz Moyenage 12

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz Pill Gothic 600mg

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz

CO LO R S:

94


MOLESKINE

PROJECT 0 0

95


ALEJANDRA HERNANDEZ

SELECTED WORK

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H O LY B R E W

PROJECT 0 6

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ALEJANDRA HERNANDEZ

SELECTED WORK

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MOLESKINE

PROJECT 0 0

99


ALEJANDRA HERNANDEZ

SELECTED WORKS

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MOLESKINE

PROJECT 0 0

101


ALEJANDRA HERNANDEZ

SELECTED WORK

From Ashes We Rise

PROJECT N° 0 7

— RING OF FIRE

102


RING OF FIRE

PROJECT 0 7

With death comes the birth of new creation; this was the central focus when given the task to create a coffee table-style book, emphasizing a natural phenomenon. In this case, volcanoes were the main focus of this book, as told in an all-around informative manner—bringing light to its many pros and cons. The concept that helped drive this book was the metaphorical idea of a phoenix rising from ashes as well as the idea of death bringing forth the birth of new creation, instead of simply informing the reader with basic facts on volcanoes. One of the biggest challenges set forth was creating an even tone for this seemingly destructive phenomenon. Vivid colors are used throughout and also change as the book approaches the end. This gives a sense of the conceptualized “new world” being formed. The typography pairing of a bold contemporary sans serif text along with traditional serif text gave a taste of both worlds.

PROJECT FOCUS:

Print Design

COURSE:

Typography 3

INSTRUCTOR:

Ariel Grey

KEY WORDS:

Bold, Textural, Colorful

DELIV ERABLES:

Coffee table book

Ch. 01 02 03 04 05 06 07 08 09 103


ALEJANDRA HERNANDEZ

SELECTED WORK

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RING OF FIRE

PROJECT 0 7

105


ALEJANDRA HERNANDEZ

SELECTED WORKS

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MOLESKINE

PROJECT 0 0

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SELECTED WORK

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RING OF FIRE

PROJECT 0 7

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RING OF FIRE

PROJECT 0 7

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RING OF FIRE

PROJECT 0 7

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RING OF FIRE

PROJECT 0 7

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RING OF FIRE

PROJECT 0 7

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ALEJANDRA HERNANDEZ

SELECTED WORK

The Study of Sound Made Visible

PROJECT N° 0 8

— C Y M AT I C S

118


CY M AT I C S

PROJECT 0 8

Sound made visual through recorded vibrations is a fascinating phenomena called Cymatics. This project explores how vibration waves created by sound made it possible to physically visualize it—from animal sounds to musical notes. Each section of the brochure, created for a possible TEDtalk, explores the history, science, and modern application of Cymatics. The goal for this project was to bring further understanding into this particular subject of sound made visible while informing the broader audience of its current relevance. Stylistic textures and graphics are seen throughout the designed brochure to help elevate the subject matter to a more visual interpretation, along with an additional website created for a more interactive learning experience.

PROJECT FOCUS:

Print / Digital design

COURSE:

Visual Systems 1

INSTRUCTOR:

Megumi Kiyama

KEY WORDS:

Thought-provoking, Vibrant, Informative, Experimental

DELIV ERABLES:

Brochure, Poster, Website

Ch. 01 02 03 04 05 06 07 08 09 119


ALEJANDRA HERNANDEZ

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CY M AT I C S

PROJECT 0 8

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CY M AT I C S

PROJECT 0 8

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CY M AT I C S

PROJECT 0 8

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ALEJANDRA HERNANDEZ

SELECTED WORKS

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MOLESKINE

PROJECT 0 0

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CY M AT I C S

PROJECT 0 8

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CY M AT I C S

PROJECT 0 8

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MOLESKINE

PROJECT 0 0

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CY M AT I C S

PROJECT 0 8

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CY M AT I C S

PROJECT 0 8

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ALEJANDRA HERNANDEZ

SELECTED WORK

Organization Through Sustainable Elegance

PROJECT N° 0 9

— OFFICINA

138


OFFICINA

PROJECT 0 9

Officina is a contemporary office supply carrier that strives to provide eco-friendly products (partnering with the Rainforest Alliance) that are both multi-functional and sustainable. Designed for male boomers who strive for clutter-less workspaces, that while staying eco-friendly. In order to resolve the common problem of the average prepackaged office supplies encased within non-recyclable material, the task at hand became to sell office essentials in a more sustainable manner, while also giving them second uses—packages with a “keep me” factor. By incorporating clean product photography, the buyer is also able to identify what is held within the package, avoided needless windows. The aesthetic, appealing to the boomer male, was heavily driven by the elusive James Bond, bringing forth high-end, accessible office items into the modern office.

PROJECT FOCUS:

Branding, Identity, Packaging

COURSE:

Packaging 4

INSTRUCTOR:

Michael Osborne

KEY WORDS:

Elegant, Functional, Clean, James Bond

DELIV ERABLES:

Packaging System

Ch. 01 02 03 04 05 06 07 08 09 139


ALEJANDRA HERNANDEZ

SELECTED WORK

140


OFFICINA

PROJECT 0 9

141


Officina

offic

Burgess Bold

Miller Text Bold

officina

officina

Apercu Pro bold

Lato Bold

øfficium

officium

Inconsolata Bold

Bodoni Std book

Bodoni 72 Ol

Officium

offic

GT Pressura Mono bold

142

GT Pressura Mono reg

Miller D

offic

Museo

offic

GT Pressura


officina

officina

ITC Tiffany Std Med.

Apercu Pro bold

officina

officina

Apercu Pro mono

Quaver Serif

cium

officium

officium

ldstyle book

Bodoni 72 Oldstyle bold

Bauer Bodoni Std 2 bld cond.

Officium

Officium

cina

Display

cina

o 100

cium

a Mono bold

143

GT Pressura Mono reg

Bauer Bodoni Std 2 black


ALEJANDRA HERNANDEZ

SELECTED WORK

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OFFICINA

PROJECT 0 9

145


ALEJANDRA HERNANDEZ

T YPO GR APH Y:

SELECTED WORK

Apercu

ABCDEFGHIJKLMNOP QRST UVX YZ abcdefghijklmnopqrstuv y xyz Apercu Mono

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvyxyz

CO LO R S:

146


OFFICINA

PROJECT 0 9

147


ALEJANDRA HERNANDEZ

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OFFICINA

PROJECT 0 9

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ALEJANDRA HERNANDEZ

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OFFICINA

PROJECT 0 9

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ALEJANDRA HERNANDEZ

SELECTED WORK

Branding/ Logo Design

A RECOLLECTION

— LOGOS

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LO G O S

A R E C O LL E C T I O N

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LO G O S

A R E C O LL E C T I O N

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LO G O S

A R E C O LL E C T I O N

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LO G O S

A R E C O LL E C T I O N

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LO G O S

A R E C O LL E C T I O N

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LO G O S

A R E C O LL E C T I O N

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LO G O S

A R E C O LL E C T I O N

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LO G O S

A R E C O LL E C T I O N

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LO G O S

A R E C O LL E C T I O N

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0

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Thank You


M OM & DAD

There are no words that are enough to express how grateful I am to have been blessed with such nurturing, supportive, wise, and incredibly loving parents like yourselves. You're there when it rains. You’re there when it shines. I’m proud to be your daughter. No hay palabras que son suficientes para expresar lo agradecido que estoy de haber sido bendecida con padres con tanto cuidado, apoyo, sabiduria, y amor. Están allí cuando llueve. Están allí cuando brilla. Estoy tan orgullosa de ser tu hija.

I N STRUCTORS

It takes another level of skill to inspire let alone teach. I’d like to especially thank you, Mary, for the endless back and forth via e-mails. Your eye for design amazes me. Thanks for keeping me on track of my passion. For all the guidance, shared knowledge, and helpful mentorship along my journey into the graphic design world: Mary Scott, Michael Osborne, Megumi Kiyama, Wioletta Kaminska, Ariel Grey, Roland Young, Eszter Clark, Michael Kilgore, Darrell Hayden, Todd Hedgpeth, and Christine George.

FRIENDS

SPRITZERS

Coming into the AAU wouldn’t have been as cool or fun without the collectIve amount of inspiring individuals that came along my way. Thank you especially to those who had the heart to deal with my frenzied breakdowns at the break of dawn—you know who you are. My dear Spritz family, working with you has been as delightful as a rainy day—even if you all disagree with my love of dreary weather. You have taught and shaped me in more ways than you could even imagine, let alone the fact that you have tolerated my endless puns. Thanks for making work not feel like work on the daily.


Colophon


PRINTING

BINDING

MATERIALS

T Y POGRAPHY

PH OTOGRAPHY

CONTACT

Graphic Imagery 396 Forbes Blvd San Francisco, CA 94080

The Key Printing & Binding 1934 Park Blvd Oakland, CA 94606

Arrestox B, Black Vellum Cover stock Mohawk Superfine Smooth Ultrawhite 100lb Text stock White Foil Stamp

Canela Commercial Type, 2016 Akkurat Lineto Type, 2004

Alejandra Hernandez Canon EOS 5D Mark II

Alejandra Hernandez hello@alejandra-hernandez.co +1.925.642.8755 alejandra-hernandez.co



"Ars longa, vita brevis"







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