origins
we find strength in our roots and spring forth from those who have come before us.
contents selected works by alexis fernandez No Substitutes
8 | 9
M.A.C. Paint Cans
30 | 31
Until Pharmaceuticals
40 | 41
Greeting Cards
52 | 53
Autism Speaks
64 | 65
Modern Monster
72 | 73
Detox
86 | 87
Litera
96 | 97
Identities
108 | 109
Acknowledgments
122 | 123
colophon
130 | 131
origins Origins in both family and design We can’t help but be affected by those who have
wife. Each of us, as designers, take the values
come before us. Every place, every encounter,
and special moments we’ve gained along the way,
every person plays a major role in who we are
and in some way or another, puts them into their
today. Growing up in an ethnically diverse fam-
work. In a way, a designer’s body of work may
ily, as well as a military family, I was exposed to
show us a glimpse into their origins. I think the
many many different thoughts and ideas from all
key to strength and growth is moving forward,
over the world. I truly believe that each one of
while never forgetting the people and experiences
these experiences makes me a better designer,
that put us there in the first place.
sister, friend, aunt, daughter-in-law, niece and
m y o r igi n s
military brat twelve countries in twenty years As much as I have moved all around the world as a
best friend, inspiration of my life and little brother,
child and young adult, I still consider my hometown
Lawrence Armando Fernandez. We then continued
the continent of Eurrrropa! After the landmark day
our journeys back to Texas to a small town called
of August 15th 1982, otherwise known as my
El Paso. There, memories consist of tumbleweeds,
birthday, I spent the first three years of my life in San
cacti, Barbies and my first dog Maggie. Not long
Antonio, Texas living with my mother, father and
after, we stamped our passports, packed our
Uncle Luis in a small hot apartment in what is now
mittens and moved on to jolly old Lakenheath,
know as the ghetto. We then packed up and headed
England. This is where I spent my elementary
out to Bossier City, Louisiana where I met my very
years and realized how much I despise RAIN and
d e s i n ge r | Alexis Fernandez b o r n | San Antonio, Texas Pa r e n t s | Rey and Twyla Fernandez b r o t h e r | Lawrence Fernandez h u s b a n d | David Penney
and then years later, after celebrating my eleventh birthday in
Three years later we moved back to civilization where
downtown London, we said “cheerio mate” and moved
I attended two years at the University of MD and two
to the east coast, where I began puberty.
years online at the Academy in Mannheim, Germany.
This is where and when I learned what ‘Dela-”Where” meant. Until then, I had no idea what that scene in the classic 1992 SNL spin off movie “Wayne’s World” was all about. ‘Dela-”Where”’? Ha-Ha I get it now. Another four, almost five years later, I was ripped from the arms of my best friends and teenage soul mates to move thousands of miles away to a third world country where I graduated from Incirlik High School in Adana, Turkey. Had we not moved to the Middle East, I would never be able say... “I once saw a live goat have its throat slashed open, gutted, sliced, diced and served up as holiday dinner table.” My good friend Çemal and his family called it Ramadan. I called it unforgettable.
o r igi n s | Alexis Fernandez
My family moved back to America a couple years. I chose to stay behind for another two years, by myself, going to school online and working as an after school art teacher in Heidelberg, Germany. After I had my fill of Bratwurst and sauerkraut I threw a dart and landed in sunny, yet chilly, San Francisco, California. Before then, I had only ever traveled as far west as Texas. I had no friends, no family and no idea about California. At 21 years of age, all I had was my youth and my stubbornness. Man what it is to be young and brave.
o r igi n s | Alexis Fernandez
p r o j ec t o n e
farm fresh fresh local sustainable food, why and how The objective in this project was to design a book
is founded upon this concept of eco-gastronomy,
showcasing a paperline. The subject and message
a recognition of the strong connections between
of the book must be a result of the study of the
the plate and our planet.
paperline by means of word association.
This book is all about going back to basics. I used
The paperline I chose was Original by GMUND.
a classic font paired with the old style book design
The concept was to tie the word Original to the
and brought them into the present through the
idea of slow food. Slow food philosophy states
use of color and white space. Tying these styles
that everyone has a fundamental right to pleasure
together speaks to the idea of revisiting the old
and, consequently, the responsibility to protect
and bringing it into the now which, in short, is
the heritage of food, tradition and culture that make
what slow food it all about.
this pleasure possible. The slow food movement
C L ASS | Typography 4 p h o t o g r a p h y | Alexis Fernandez, David Penney p r o j ec t | No Substitutes i n s t r u c t o r | Ariel Grey
key words
rustic local community typefaces Tribute Roman Wood Block Lucida Sans Typewriter Nuptial Script
COLOR PALETTE
o r igi n s | Alexis Fernandez
10 | 11
o r igi n s | Alexis Fernandez
p r o j ec t | No Substitutes
12 | 13
o r igi n s | Alexis Fernandez
p r o j ec t | No Substitutes
14 | 15
o r igi n s | Alexis Fernandez
P r o j ec t | No Substitutes
16 | 17
o r igi n s | Alexis Fernandez
p r o j ec t | No Substitutes
June Wild Strawberry
To grow plant seeds a quarter inch deep using a well drained soil and fertilizer. Keep warm and mosit.
o r igi n s | Alexis Fernandez
p r o j ec t | No Substitutes
534.4 31.1 16.4 11.2
18 | 19
1,015.0 41.8 15.2 202.5 9.5
Mar-May
534.4 31.1 16.4 11.2
To grow plant an eight of an inch deep using a well drained soil and fertilizer.
Lime Tree
1,015.0 41.8 15.2 202.5 9.5
Graveonles Dec-Jan
4.4 31.1 16.4 0.3
200.4 41.1 16.4 09.2
1,015.0 41.8 15.2 202.5 9.5
15.0 76.8 2.51 202.5 1.2
To grow plant a quarter inch deep. Requires 15-30 days of germination.Keep warm and moist during the germination period.
15.0 41.8 35.2 34.5 9.5
200.4 41.1 16.4 09.2
15.0 76.8 2.51 202.5 1.2
Sycamore May-Jun
534.4 31.1 16.4 11.2
Mid Apr
Erodium Mid Apr
To grow plant a foot deep using a well drained soil and fertilizer. Keep cool and moist.
To grow plant an eight of an inch deep using a well drained soil and fertilizer. Keep warm and moist.
To grow plant an eight of an inch deep using a well drained soil and fertilizer. Keep warm and moist.
Birch
1823
tusda dolorepero cullandipsam et volorum quis cus
1823
Aquia apic tes moluptatusda dolorepero cullandipsam et volorum quis cus
Mar-Apr
5632.0 41.8 14.2 212.5 3.5
Pansy
Wild Strawberry
Aquia apic tes molupta-
Wild Strawberry
To grow plant seeds a quarter inch deep using a well drained soil and fertilizer. Keep warm and moist.
1823 Wild Strawberry
Aquia apic tes moluptatusda dolorepero cullandipsam et volorum
quis cus pre voluptam ipsunt
1823 Wild Strawberry
Aquia apic tes moluptatusda dolorepero cullandipsam et volorum
tusda dolorepero cullandipsam et volorum quis cus
014.4 67.1 33.4 11.2 534.4 31.1 16.4 11.2
Aquia apic tes molupta-
1,015.0 41.8 15.2 202.5 9.5
1823
534.4 31.1 16.4 11.2
Wild Strawberry
1,015.0 41.8 15.2 202.5 9.5
534.4 31.1 16.4 11.2
1,015.0 41.8 15.2 202.5 9.5
1,015.0 41.8 15.2 202.5 9.5
1,015.0 41.8 15.2 202.5 9.5
534.4 31.1 16.4 11.2
534.4 31.1 16.4 11.2
20 | 21
o r igi n s | Alexis Fernandez
p r o j ec t | No Substitutes
Wild Strawberry June Wild Strawberry June
22 | 23
o r igi n s | Alexis Fernandez
10 10 10 10 10 10 50 10 50 50 100 50 100 100 100 100 100 100 100 100
Filigran Bütten Beige
100
2 300 g/m300 g/m2
2 170 g/m170 g/m2
2 120 g/m120 g/m2
2 110 g/m110 g/m2
2 100 g/m100 g/m2
2 100 g/m100 g/m2
90 g/m290 g/m2
2 250 g/m250 g/m2
2 300 g/m300 g/m2
2 170 g/m170 g/m2
2 120 g/m120 g/m2
110 g/m110 g/m
2 2
2 300 g/m300 g/m2
10
Tactile Creme Tactile Blanc Tactile Beige Tactile Creme Tactile Blanc Digital Tactile Beige Tactile Creme Digital Tactile Blanc Digital Tactile Beige Digital Tactile Creme Digital Vergé Blanc Tactile Beige Digital Vergé Creme Vergé Blanc Vergé Beige Vergé Creme Pure Creme Vergé Beige Filigran Bütten Beige Pure Creme
2 250 g/m250 g/m2
Tactile paper Blanc name
2 250 g/m250 g/m2
paper name
D D
D D
2 170 g/m170 g/m2
100
D
2 120 g/m120 g/m2
Filigran Bütten Beige
D
110 g/m110 g/m
10 10 10 10 10 10 50 10 50 50 100 50 100 100 100 100 100 100 100 100
D
2
10
Tactile Creme Tactile Blanc Tactile Beige Tactile Creme Tactile Blanc Digital Tactile Beige Tactile Creme Digital Tactile Blanc Digital Tactile Beige Digital Tactile Creme Digital Vergé Blanc Tactile Beige Digital Vergé Creme Vergé Blanc Vergé Beige Vergé Creme Pure Creme Vergé Beige Filigran Bütten Beige Pure Creme
D
2
Tactile paper Blanc name
D
2 100 g/m100 g/m2
paper name
D
2 100 g/m100 g/m2
% Cotton % Cotton 100
D
2 100 g/m100 g/m2
Filigran Bütten Beige
D
90 g/m290 g/m2
10 10 10 10 10 10 50 10 50 50 100 50 100 100 100 100 100 100 100 100
% Cotton % Cotton
10
Tactile Creme Tactile Blanc Tactile Beige Tactile Creme Tactile Blanc Digital Tactile Beige Tactile Creme Digital Tactile Blanc Digital Tactile Beige Digital Tactile Creme Digital Vergé Blanc Tactile Beige Digital Vergé Creme Vergé Blanc Vergé Beige Vergé Creme Pure Creme Vergé Beige Filigran Bütten Beige Pure Creme
2 100 g/m100 g/m2
Tactile paper Blanc name
90 g/m290 g/m2
Pansy Mar-April Pansy Mar-April
paper name
% Cotton % Cotton
Bilberry Mar-Apr Bilberry Mar-Apr
D D
D D
D D
p r o j ec t | No Substitutes
24 | 25
o r igi n s | Alexis Fernandez
p r o j ec t | No Substitutes
26 | 27
o r igi n s | Alexis Fernandez
p r o j ec t | No Substitutes
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o r igi n s | Alexis Fernandez
p r o j ec t | No Substitutes
o r igi n s | Alexis Fernandez
p r o j ec t t w o
in living color m.a.c reaches out to help those in need We were given a “What If” project, i.e. What If
Fund by creating a set of special colors ripped
NIKE, the shoe company, made paint for the
right from the makeup counters with one hundred
household? What would the packaging look like?
percent of the proceeds going to the AIDS Fund.
I chose to do M.A.C. with the thought “We paint your face now let us paint your home”.
During the design process, I took into account the cosmetic packaging that was already in use
I developed a new line for M·A·C called M·A·C
and applied it to the paint cans. M.A.C. uses
Interiors. This new sector of the M·A·C brand
simple black packaging that allows the color of
would take on the interiors of our homes and
the makeup to be the star. I kept this in mind and
develop products based on home decor. M·A·C
applied the same aesthetic to the paint cans.
Interiors would join the VIVA GLAM M·A·C AIDS
C L ASS | Packaging 2 p h o t o g r a p h y | Alexis Fernandez p r o j ec t | M.A.C. Paint cans i n s t r u c t o r | Andy Keene
key words
slick bold awareness typefaces Future Condensed Medium Kabel Md Itc Regular Octone Itc Regular
COLOR PALETTE
o r igi n s | Alexis Fernandez
32 | 33
o r igi n s | Alexis Fernandez
p r o j ec t | V I V A Glam Paint Cans
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36 | 37
o r igi n s | Alexis Fernandez
p r o j ec t | V I V A Glam Paint Cans
38 | 39
o r igi n s | Alexis Fernandez
p r o j ec t | V I V A Glam Paint Cans
o r igi n s | Alexis Fernandez
p r o j ec t t h r ee
quality of life improving quality of life until there’s a cure Patients on Highly Active Antiretroviral Therapy,
The design is clear, simple and easy to use. I wanted
or HAART, commonly suffer from side effects. As
something eye catching as well as effortless. All of
a result, treatment of HIV infection has become
the products are fictitious and or in the currently
a complicated balancing act between the benefits
in the trail stages. Example products are CD4
of durable HIV suppression and the risks of drug
Cell swabs, an at home white blood cell counter;
toxicity. About twenty five percent of patients stop
Nausea suppressant; Microbicide gel, used to block
therapy within the first year on HAART, antiretroviral
transmission of the virus during intercourse even
therapy, because of side effects.
a face cream to reverse the damaging effects of
UNTIL is a national organization dedicated to eradicating HIV/AIDS by raising awareness and funds to combat the pandemic. Now the organization has put together a starter kit for those patients beginning the demanding antiretroviral therapy. The sole purpose is not to cure HIV/AIDS, but to improve the quality of life, until there’s a cure.
C L ASS | Packaging 3 p h o t o g r a p h y | Alexis Fernandez p r o j ec t | Pharmaceutical Line i n s t r u c t o r | Tom McNulty
starting antiretroviral therapy.
key words
simple clean smart typefaces Skia Regular News Gothic Std
COLOR PALETTE
o r igi n s | Alexis Fernandez
42 | 43
o r igi n s | Alexis Fernandez
p r o j ec t | U N T I L There’s a cure
44 | 45
o r igi n s | Alexis Fernandez
p r o j ec t | U N T I L There’s a cure
46 | 47
o r igi n s | Alexis Fernandez
p r o j ec t | U N T I L There’s a cure
UNTIL
UNTIL
UNTIL
UNTIL
Anti-Retroviral Therapy
Anti-Retroviral Therapy
Anti-Retroviral Therapy
Anti-Retroviral Therapy
Throat Spray
Throat Spray
Throat Spray
Throat Spray
NET WT 2 OZ (56 g)
NET WT 2 OZ (56 g)
NET WT 2 OZ (56 g)
NET WT 2 OZ (56 g)
there’s a cure
48 | 49
o r igi n s | Alexis Fernandez
there’s a cure
there’s a cure
p r o j ec t | U N T I L There’s a cure
there’s a cure
there’s a cure
UNTIL Highly Anti-Retroviral Therapy Starter Kit A national organization dedic ated to eradicating HIV/AIDS by raising awareness and funds to combat this pandemic.
50 | 51
o r igi n s | Alexis Fernandez
p r o j ec t | U N T I L There’s a cure
o r igi n s | Alexis Fernandez
p r o j ec t f o u r
autism speaks painting a voice This project was a book design based on a
prevention, treatments and a cure for autism,
scientific disease or disorder. I chose to focus my
increasing awareness of autism spectrum disorders,
book from the point of view of an autistic child.
and advocating for the needs of individuals with
Autism Speaks was founded in February 2005 by
Bob
and
Suzanne
Wright, grandparents
of a child with autism. Since then, Autism
autism and their families. We are proud of what we’ve been able to accomplish, and look forward to continued successes in the years ahead.
Speaks has grown into the nation’s largest
I used child like colors and repetitive photos to
autism
organization,
create movement and emotion. The idea was to
dedicated to funding research into the causes,
draw awareness and give autistic children a voice.
science
and
advocacy
C L ASS | Typography 3 p h o t o g r a p h y | Alexis Fernandez, David Penney p r o j ec t | Child Autism i n s t r u c t o r | Ariel Grey
key words
childlike visual expressive typefaces Filosofia Grand Egyptian Extended Cottonwood Medium Blockhead Family Childsplay Age Seven
COLOR PALETTE
o r igi n s | Alexis Fernandez
54 | 55
o r igi n s | Alexis Fernandez
p r o j ec t | Autism Speaks
56 | 57
o r igi n s | Alexis Fernandez
p r o j ec t | Autism Speaks
58 | 59
o r igi n s | Alexis Fernandez
p r o j ec t | Autism Speaks
6 100 | | 6111
o r igi n s | Alexis Fernandez
p Speaks Prroojjec ect t| Autism | Autism Speaks
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x01-ryuehjdfie8rj3iuru0qewu2q30u23290320 0eumrvquc2c09k,230ur98cn43r9imcy0n982398 uy4932jf8 hrmcx09839xqfmc9qhecmcemph n8iu 38409-9358-103059u81239852170958013998 2983209238423842903283293297we73293751 20093p32ewusdjnscxuiwuew0u320932900329 x01-ryuehjdfie8rj3iuru0qewu2q30u23290320 i0eumrvquc2c09k,230ur98cn43r9imcy0n98239 7uy4932jf8 hrmcx09839xqfmc9qhecmcemph n8i 938409-9358-103059u8123985217095801399 2983209238423842903283293297we73293751 20093p32ewusdjnscxuiwuew0u320932900329 x01-ryuehjdfie8rj3iuru0qewu2q30u23290320 0eumrvquc2c09k,230ur98cn43r9imcy0n982398 uy4932jf8 hrmcx09839xqfmc9qhecmcemph n8iu 38409-9358-103059u81239852170958013998 2983209238423842903283293297we73293751 20093p32ewusdjnscxuiwuew0u320932900329 x01-ryuehjdfie8rj3iuru0qewu2q30u23290320 i0eumrvquc2c09k,230ur98cn43r9imcy0n98239 7uy4932jf8 hrmcx09839xqfmc9qhecmcemph n8i 938409-9358-1030593 u8 2192 83 3928059221378049253880412399093283293297we73293 9320093p32ewusdjnscxuiwuew0u320932900 mx01-ryuehjdfie8rj3iuru0qewu2q30u23290 qi0eumrvquc2c09k,230ur98cn43r9imcy0n982 f8 hrmcx09839xqfmc9qhecmcemph 325978u3y240993223j8 4 2 3 8 4 2 9 0 3 2 8 3 2 9 3 2 9 7 w e 7 3 2 9 3 7 5
3293751 2900329 3290320 n982398 mph n8iu 8013998 3293751 2392090 291 33 75 32299000332209 302n9908322309 enm h3n988i 98p2 5m8p0 h 1n389iu9 8013998 33725913751 23 90 290329 332290 0320 203n9988239 e mipuh n8i n8 359890 81399 3751 329 320 8239 h n8i 1399
32983209238423842903283293297we 9320093p32ewusdjnscxuiwuew0u3209 mx01-ryuehjdfie8rj3iuru0qewu2q30u qi0eumrvquc2c09k,230ur98cn43r9imcy 57uy4932jf8 hrmcx09839xqfmc9qhecmc u938409-9358-103059u812398521709 32983209238423842903283293297we 9320093p32ewusdjnscxuiwuew0u3209 8mx01-ryuehjdfie8rj3iuru0qewu2q30u uqi0eumrvquc2c09k,230ur98cn43r9imc 857uy4932jf8 hrmcx09839xqfmc9qhecm
o r igi n s | Alexis Fernandez
p r o j ec t five
it’s relative your one stop thank you shop My Husband, David, and his two older brothers put
I thought this was such a great idea, one that
together a happy birthday, happy anniversary, happy
needed a proper presentation. So, I took it upon
retirement, and thank you package for their folks,
myself to prepare a greeting card that gave them
since all three things happened within months of
all of the details of their trip. Inside: two birthday
one another. The gift: tickets to the last Red Sox
cards, an anniversary card, itinerary and maps to
vs. Yankee series in the old Yankee stadium, train
both the hotel and stadium. Needless to say I won
tickets to and from NY, and hotel stay.
C L ASS | Personal Project p h o t o g r a p h y | Alexis Fernandez p r o j ec t | Greeting Cards i n s t r u c t o r | Self Instructed
daughter-in-law of the year!
key words
humorous memorable thoughtful typefaces Helvetica Neue Heavy Condensed Courier Bold, Oblique
COLOR PALETTE
o r igi n s | Alexis Fernandez
BIRTHDAYS
ANNIVERSARY
RETIRMENT
ITENERARY
INFORMATION
VACATION
BIRTHDAYS
RETIRMENT
ITENERARY
42 YEARS
OBX
07.19.08 THANK YOU
06.15.66 HAPPY ANNIVERSARY
From all of us
Happy Birthday
Just a little something to say thanks!
This cake seems to be missing a few candles.
Thank you both for setting up this wonderful
Happy bithday you old farts!
vacation and bringing our families togther.
VACATION
BIRTHDAYS
ANNIVERSARY
RETIRMENT
ITENERARY WHERE TO GO AND HOW TO GET THERE
INFORMATION NUMBERS & ADDRESSES
66 | 67
o r igi n s | Alexis Fernandez
MARRIOTT MARQUIS 1535 Broadway New York, New York 10036 USA Tel. 212 398 1900
p r o j ec t | Greeting Cards
INFORMATION
68 | 69
o r igi n s | Alexis Fernandez
p r o j ec t | Greeting Cards
70 | 71
o r igi n s | Alexis Fernandez
p r o j ec t | Greeting Cards
ANNIVERSARY
VACATION
RETIRMENT
ITENERARY
INFORMATION
VACATION
BIRTHDAYS
ANNIVERSARY
06.21.43 04.26.43 HAPPY BITHDAY
GET AWAY FOR TWO
08.27.08 ITENERARY
WEDNESDAY Happy Anniversary
INFORMATION
RETIRMENT
65 YEARS
Wednesday, 8/27; 9:15am
THURSDAY Thursday, 8/28; 1:05pm
Depart South Station, Boston Arrive Penn Station, NYC;
Yankee Stadium “The Final Season” Boston Red Sox vs. New York Yankees
12:45 via Acela Express
Box 542, Row D, Seats 1 & 2
Wednesday, 8/27; 7:05pm
Thursday, 8/28; 7:00pm
Yankee Stadium “The Final Season”
Boston Red Sox vs. New York Yankees Section 23, Box 295B, Seats 3 & 4
Depart Penn Station, NYC Arrive South Station, Boston; 10:35pm via Acela Express
Wednesday, 8/27 Marriott Marquis, NYC Midtown Manhattan
42 years—Here to showing us all how it’s done.
YANKEE STADIUM 80 River Ave, Bronx, NY Tel. 718 293 4300
Psst... better strike this Yankee out, Bill and Nance are here.
o r igi n s | Alexis Fernandez
p r o j ec t s i x
spring cleaning a sub brand of knack by martha stewart The objective of this project was to create a new
remove or cleanse oneself of a harmful substance,
line of products for a store called Knack by Martha
as a poison or toxin. Spring cleaning is known as a
Stewart, where the branding system emphasizes
week in the beginning of spring where people throw
Knack first and Martha Stewart second. Knack
out the old and begin a new, sort of, a detoxification
is the place to go for all your arts and crafts,
of one’s home. The idea is meant to be playful, fresh
stationary, and all other household needs.
& witty. Here we have used translucent plastics,
Detox is a seasonal cleaning supply line and a sub brand of Knack by Martha. De·tox (de-toks’): to
C L ASS | Packaging 4 p h o t o g r a p h y | Bibianna Monterde p r o j ec t | Cleaning Supplies i n s t r u c t o r | Michael Osbourne
bright fresh colors and fun names to give the line that unique Martha touch.
key words
fresh clean seasonal typefaces Meta Plus Medium Caps Meta Plus Medium Roman Meta Plus Bold
COLOR PALETTE
o r igi n s | Alexis Fernandez
74 | 75
o r igi n s | Alexis Fernandez
p r o j ec t | Detox
76 | 77
o r igi n s | Alexis Fernandez
p r o j ec t | Detox
78 | 79
o r igi n s | Alexis Fernandez
p r o j ec t | Detox
80 | 81
o r igi n s | Alexis Fernandez
p r o j ec t | Detox
SEASONAL
Citron
Scrub
Citron
SEASONAL
GrapeFruit
Recommended for nonporous surfaces including finished wood, sealed granite, composite stone, tile, laminate countertops, bathrrom fixtures and appliences
SEASONAL
16 FL. OZ. (473ml)
Countertop Spray
Maid
16 FL. OZ. (473ml) 16 FL. OZ. (473ml)
82 | 83
o r igi n s | Alexis Fernandez
p r o j ec t | Detox
All-Purpose Cleaner
of suds that are gentle on hands
Sour Lime 32 FL. OZ. (946 ml)
Soapbark extract and natural cleansers effectively remove grease and food residue, leaving dishes spotless. A few drops produce a sinkful
Scrub
of suds that are gentle on hands
Dish Soap
All-Purpose Cleaner
All-Purpose Cleaner Soapbark extract and natural cleansers effectively remove grease and food residue, leaving dishes spotless. A few drops produce a sinkful
Sour Lime 32 FL. OZ. (946 ml)
pure
Recommended for nonporous surfaces such as finished wood, sealed granite, composite stone, tile, laminate countertops, bathroom fixtures and appliances
Scrub
GrapeFruit
All-Purpose Cleaner
32 FL. OZ. (946ml)
GrapeFruit
Soapbark extract and natural cleansers effectively remove grease and food residue, leaving dishes spotless. A few drops produce a sinkful of suds that are gentle on hands
Countertop Spray
16 FL. OZ. (473ml)
Sour Lime 16 FL. OZ. (473ml)
Maid
Maid
Dish Soap
SEASONAL
SEASONAL
84 | 85
o r igi n s | Alexis Fernandez
p r o j ec t | Detox
o r igi n s | Alexis Fernandez
p r o j ec t s eve n
craft work a sub brand of knack by martha stewart The objective of this group project was to create
In order to achieve this look, we focused on
a new line of various products for a store called
hand drawn patterns to create that one-of-a-kind
Knack by Martha Stewart, where the branding
look. We also incorporated a button string clasp
system
and romantic, yet sophisticated color palette to
emphasizes
Knack
first
and
Martha
Stewart brand second. Knack is the place to go for all of your arts and crafts, stationary, and household needs. Litera is a high end boutique-like stationery line designed with that unique person in mind. Litera is also another sub brand of Knack by Martha.
C L ASS | Packaging 4 p h o t o g r a p h y | Bibianna Monterde p r o j ec t | Stationery Supplies i n s t r u c t o r | Micheal Osbourne
reinforce that crafty handmade quality.
key words
handmade organic personal typeface Utopia Regular
COLOR PALETTE
o r igi n s | Alexis Fernandez
88 | 89
o r igi n s | Alexis Fernandez
p r o j ec t | Craft Work
90 | 91
o r igi n s | Alexis Fernandez
p r o j ec t | Craft Work
92 | 93
o r igi n s | Alexis Fernandez
p r o j ec t | Craft Work
94 | 95
o r igi n s | Alexis Fernandez
p r o j ec t | Craft Work
p r o j ec t eig h t
sex, lies, and man vs. monster, a series of selected essays Modern Monster is a collection of essays written
visually, I used high contrasting imagery of circus
by a female to male transsexual identifying
like scenery with experimental type to mirror his
individual. The essays address his move from
conflicting emotions. For example, I took a page
small town USA to the gayest city in America. His
out Chip Kidd’s book where I literally spliced
essays are a brutally honest account of one man
together man vs. monster. An excerpt from the
struggling with the cards nature dealt him and his
essays:
internal battle.
“ Transsexuals disgust me, I’m a transsexual. I hate
I incorporated bold strong imagery to enhance the
other gay people beacuse they scare me. I feel
mood and drama of the piece. The author refers
them criticize me, looking at me as if I were
to himself as a modern monster. To reiterate this
blight on their rainbow’d flag.”
C L ASS | Typography 3 p h o t o g r a p h y | Alexis Fernandez, David Penney p r o j ec t | Modern Monster i n s t r u c t o r | Ariel Grey
key words
moody poetic honest typefaces Courier Regular, Oblique Trade Gothic Regular, Bold Condensed Great Circus X Regular
COLOR PALETTE
o r igi n s | Alexis Fernandez
98 | 99
o r igi n s | Alexis Fernandez
p r o j ec t | Modern Monster
100 | 101
o r igi n s | Alexis Fernandez
p r o j ec t | Modern Monster
102 | 103
o r igi n s | Alexis Fernandez
p r o j ec t | Modern Monster
104 | 105
o r igi n s | Alexis Fernandez
p r o j ec t | Modern Monster
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p r o j ec t | Modern Monster
o r igi n s | Alexis Fernandez
identity crisis A collection of identities Knack By Martha Stewart Litera Detox Flourish Niche Ding
Mc Carthy Meats Mr.Taxi Man Aderra.Inc
C L ASS | Identity 1, 2 p r o j ec t | Identity Restoration i n s t r u c t o r | Tom McNulty
the identity or face of a company is arguably the most important piece of the puzzle- a good identity exudes timelessness, propriety and impact.
c
k
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p r o j ec t | Identities
/li-te-r채/ n. anything to do with handwriting
detox
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p r o j ec t | Identities
/li-te-r채/ n. anything to do with handwriting
detox
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p r o j ec t | Identities
New Vintage Since 1929
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p r o j ec t | Identities
New Vintage Since 1929
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p r o j ec t | Identities
aderra.inc
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p r o j ec t | Identities
aderra.inc
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o r igi n s | Alexis Fernandez
thank you
thank you to everyone who has made me who i am today... Where do you start when everything and everyone
To my friends Nicole Ivory Gouicuria, my sassy
around you has played such a major part of who
bridesmaid, I thank you for being the impressive
you are and where you’ve come from? You gotta
woman that you are. To Stephanie Bohnert my
start somewhere I suppose...
adopted sister, it’s amazing what an impact a
To my Family Mama you are my goal, for being strong, smart and confident in your own skin. Simply an unbelievable role model. To my father, thank you for your humor, humility, and talent. Most importantly for giving me a strong father figure to look up to. My baby brother, thank you for
person can have in such a short amount of time, thank you. Bibianna Monterde, thank you for being such a sweet surprise and sharing your amazing strength and talent with me. Last but not least Eric Gomez, Thank you for lending me your beautiful camera, she was good to me.
being you, for challenging me, for surprising me
Special thanks to all of my Instructors Thank you
and letting me be you’re big sissy. To my husband
all for pushing me to the finish line. Tom McNulty,
for being my rock, for listening to me kick and
Ariel Grey, Andy Keene, Michael Osbourne and
scream and cry. Thank you for being there every
Mary Scott.
step of the way and thank you for encouraging my growth as a woman, wife and artist. Thank you to the following family members for being a part of who I am, my origin. Grandma and Grandpa Fernandez, Luis Fernandez, Consesa and Mike Cockrell, Walkidia and Paul Gomez, Teresa Gomez, Nana Jean, Starla and Mike Hernandez, and to my new family, Nancy and Bill Penney, and my pain in the butt brother-in-laws Matt and Jon and their lovely families. Thank you all for you love and support, it was there even when you didn’t realize.
To those gone but never forgotten Tw y l a ki m fe r n a n d e z | 08.29.59-11.20.08 m a r i n a a le x i s fe r n a n d e z | 07.19.29-05.31.03 l u i s a n gel fe r n a n d e z | 02.10.57-01.07.98
colophon t y p e fa c e s
| Mrs Eaves, Trade Gothic
Cover Stock End sheets Pa p e r
| Arrestox B French Roast | Printed on Cannon i9900
| Finch Fine 100lb text
Printer camera
| Giant Horse Printing | Nikon D80
S o f t wa r e
| Adobe Suite CS4
Š 2 0 0 9 Ale x i s F e r n a n d e z Published by Alexis Fernandez for the course GR_460 Senior Portfolio taught by Mary Scott during the Fall of 2009 at the Academy of Art University, San Francisco, California, USA. All rights reserved. No part of this book may be reproduced in any form without written permission from the publisher. herring & robinson bookbinders Brisbane, California | 415.468.0440 | www.www.herringandrobinsonbookbinders.com.com
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