Amador Jaojoco Graphic Design Portfolio

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graphic design, emp. Illustration B.S. + fine art, B.S. design + illustration

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Los Angeles/Napa Valley, CA

Amador Jaojoco. I have always been

visual. Design provides me with the perfect

someone who spends more time drawing

outlet to explore and develop this talent.

in the margins of books than reading their

Nothing excites me more than when I am

words. This life-long tendency highlights

approached with ideas and words, and an

my natural proficiency in transcribing the

opportunity to craft them into a visual

language of words into the language of the

expression.




design is where science and art break even.


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graphic design publications, posters, etc.

Napa Valley. Pacific Union College

Design. I began developing and using my

my passion for design has grown. But what

artistic skills in high school, but it was at

has surprised me is the way that my passion

Pacific Union College [PUC] that I found

for people has grown as well.

my true calling in graphic design. My de-

As a freelancer, the only way I can do my

sign classes gave me my first structured cre-

best work is to really connect with my client

ative outlet and opened my eyes to what I

and understand his or her story. It’s that

could accomplish.

connection that enables me to create a true

In my sophomore year, I took the next step

graphic expression of who they are. The

in my development and put my skills to work

most satisfying moment of each project is

as a freelance designer. As I’ve transitioned

when the client looks at my finished work

from hobby artist to professional designer,

and sees a piece of himself.







one hundred seventy-five creases visual identity system

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Prof. Cliff Rusch

175 Creases. In this project for my

close to me personally. I presented a book

Visual Identity Systems class, I was called

on my beloved collection of 175 T-shirts,

to develop a catalog based on something

featuring 30 particularly special specimens.


The classic Harley-Davidson engines are two-cylinder, V-twin engines with the pistons mounted in a 45° “V”. THROUGHOUT THE WORLD, HARLEY-DAVIDSON UNITES PEOPLE DEEPLY, PASSIONATELY AND AUTHENTICALLY. AND IN THIS UNITY THERE IS A RICH AND UNENDING VARIETY OF PERSONAL EXPERIENCES. FROM TOWN TO TOWN AND COUNTRY TO COUNTRY, HARLEY-DAVIDSON TRANSCENDS CULTURES IN WAYS THAT RESONATE LOCALLY. WITH BOTH GLOBAL SIGNIFICANCE AND LOCAL RELEVANCE, IT’S NO SURPRISE THAT HARLEY-DAVIDSON RANKS AS ONE OF THE STRONGEST BRANDS IN THE WORLD. SUCH ACCOLADES ARE GRATIFYING OF COURSE. BUT IGNITING THE FIRE WITHIN PEOPLE ALL OVER THE WORLD IS MUCH MORE IMPORTANT.

T

HE HARLEY OWNERS GROUP (HOG) is a sponsored community marketing club, operated by Harley-Davidson for enthusiasts of that brand’s motorcycles. The HOG is “the grandaddy of all community-building efforts,” serving to promote not just a consumer product, but a lifestyle. The HOG has also served to open new revenue streams for the company, with the production of tie-in merchandise offered to club members, numbering over one million strong,[1] making it the largest factory-sponsored riding club in the world.[2] The Harley-Davidson community was the prototype for the ethnographic term subculture of consumption, defined as “a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class.

Brand, or consumption activity.”[3] The Harley Owners Group was created in 1983 as way to build longer-lasting and stronger relationships with Harley-Davidson’s customers, by making ties between the company, its employees, and consumers.[4] HOG members typically spend 30% more than other Harley owners, on such items as clothing and Harley-Davidson-sponsored events. [5] Much of the intent of this branding effort is presenting Harley-Davidson as an American icon, with the focus on authenticity and pride in being American-made. All of this is credited with turning flagging sales around, and allowing the Harley-Davidson company to grow again.

In 1983, the Motor Company formed a club for owners of its product by turning “hog” into the acronym HOG., for Harley Owners Group.


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harley davidson annual report publication design

prof. Milbert Mariano

Harley Davidson Annual Report.

of this iconic company. The result presents

In this class project, I wanted to try a

a feeling of power and freedom that is just

modern take on the classic, masculine ethos

what I think a Harley owner is looking for.



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funnybook, student directory student association

Student Services

Funnybook. PUC’s student face book

publication—all

was a challenge: creating a bright, exciting

tight deadline.

design for a compact and easy-to-use

under

an

incredibly





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poster visual arts department

dir. John Tagamolila

Stop-Watch Film Festival. The event is an experimental festival that makes filmmakers squeeze a story into a single minute—so I experimented with an idea that combined elements of time, a prefilm countdown, and a compact jumble of abstracted imagery.



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poster visual arts department

dir. Rodney Vance

Student Film Festival. PUC’s annual

Deco-inspired,

retro-futuristic

concept.

student film festival showcases great future

The poster evokes Hollywood grandeur and

filmmakers, so I played with a heroic, Art

unlimited possibilities.


8 PM

M AY 18, 19, 25, 26, 29, 30

9:30 PM

M AY 21, 28


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poster dramatic arts society

My

Alice.

production

This

explored

art director Cliff Rusch

theater

that inspired the story. My art explored the

relationship

patterns and layers within that complex

innovative the

between the fictional characters of Alice in

production.

Wonderland and the real-life personalities

*N O T E :

The director and creator, Mei Ann Teo, has since left PUC. She now is persuing an masters degree in

her field, traveling internationally and enjoying her new chapter in life taking residence on the east coast.




april 14 - may 5 pacific union college • rasmussen art gallery


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mailer and poster public relations

art director Cliff Rusch

Student Art Exhibition. Every year

promotion for the event, I approached the

PUC’s art students submit a broad variety

project as my own unique work—the one

of work for this exhibition. Rather than

piece that attendees would see before they

try to encompass the whole range in my

even set foot in the gallery.



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mailer and poster public relations

Vice Pres. Julie Lee

Colloquy Speaker Series. To advertise Pacific Union College’s regular series of various guest speakers, I wanted to take an academic event and present it in a way that would appeal to college students. The challenge was to find a balance between hip and intelligent.

Pacific Union College

Colloquy Speaker Series Knowledge for a World Lived in Common





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t-shirt public relations

dir. Aimee Wyrick

Pacific Quest. This annual program gives middle school students a chance to get a jump-start on college with a week of preview classes. I emphasized all the new directions an education will provide these young kids.



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t-shirt student non-profit org.

REVOlution.

Concerned

dir. Megan Tresenriter

college

students come together each year at PUC to raise money toward a special cause— this year a community kitchen in a poor town in Argentina. I took inspiration from the Argentinian f lag to create a bright, hopeful design.





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chocolate bar packaging packaging design

Prof. Cliff Rusch

Chocopologie. The project: to create a

motivation on this project was to make

new and innovative packaging design for a

Chocopologie chocolate look like it was

high-end brand. At $10 a bar, my biggest

worth the price.



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brand extension packaging packaging design

Prof. Cliff Rusch

Queen of Hearts. I developed the

or feel like they should be. My guiding

packaging of this Avon product to appeal

statement for the project was, “Sometimes

to women who are young and pampered—

being a princess isn’t enough.”





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poster illustration m e n’s r e s i d e n c e h a l l s

Dean Halversen

Man Talk. The men’s residence halls at

so I tried to make if fun and appealing with

PUC asked me to design these promotional

a playful take on classic icons of manhood:

posters for a discussion series on what it

the

means to be a man. Potentially a heavy topic,

smooth operator.

warrior,

the

outdoorsman,

the



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story illustration illustration 2

instructor John Halversen

The Frog Prince. This assignment in an

bright, lively colors to create dark and

Illustration class called for me to illustrate

ominous imagery.

a classic story. I challenged myself to use





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client identity st. helena, california

for Susan Branum

INSPIRé. Client Susan Branum’s St. Helena pilates studio has been in need of a new identity for decades. The name of her studio comes from the French for “to breathe,” so she asked me to evoke movement, freedom, and air. The additional challenge was to avoid the clichéd human-body-as-design element utilized by every other pilates studio in the world. Good design isn’t enough—you have to stand out.



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identity exercize ID branding one

Pro. Cliff Rusch

Kratos Display Systems. As a class

with the company, I imagined their client

project, I developed this logo for a company

as the hip, young, up-and-coming scientist

that manufactures scientific measurement

on the town.

equipment. Although I didn’t actually work


naturally beautiful yarns & fibers


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client identity napa, california

for Brooke Sinnes

Sincere Sheep. Client Brooke Sinnes,

a bit with a touch of American nostalgia.

owner of this unique Napa Valley wool

This project resulted in a logo, as well as

company, was inspired by the ultra-clean

packaging labels and a website.

Scandinavian aesthetic. I warmed it up

*N O T E :

Brooke has since found great success in featuring her yarns at trade shows across the nation. Her mark

has gained visibility and recognition on many social networks in the natural fiber online community.




art

is not a thing; it is a way


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fine art painting, drawing, etc.

Napa Valley. Pacific Union College

Fine Art. As an artist, I love being inspired

tersweet moment when a piece sells, be-

by the world I see around me—the beauty

cause each unique piece is born out of my

of nature, or the uniqueness of a face. My

own passion. But when I see that someone is

favorite media are charcoal and watercolor.

thrilled with something I’ve created, I can’t

Both are quick and easy to implement, fa-

not let it go.

cilitating the leap from inspiration to art.

I believe that there’s no real distinction

Watercolor also offers an additional chal-

between fine art and graphic design—it’s

lenge: while the process is easy, there’s no

something that shapes my work in both ar-

going back once paint touches the paper, so

eas. Both an art piece and a design project

it requires a lot of forethought and medita-

should capture the mind and the heart; both

tion. I’ve also enjoyed working in encaustic,

should be crafted carefully and with atten-

acrylic, oil, stone, and ceramics.

tion to detail; both should be works of pas-

On occasion, I’ve been fortunate enough to sell my work after art exhibitions and through word of mouth. It’s always a bit-

sion.





living bird study - graphite drawing fundamentals two

Prof. Cheryl Daley

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living bird study two - graphite

drawing fundamentals two

prof. Cheryl Daley


*N O T E :

A majority of these drawings were made in the backwoods of PUC’s

campus. Its rural location was ideal for finding wildlife at every turn.

living squirrel studies - graphite drawing fundamentals two

Prof. Cheryl Daley

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woman forshortening study - charcoal

advanced life drawing

Prof. Thomas Morphis


reclining male study - graphite life drawing

Prof. Thomas Morphis

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quick study of man with facial hair - charcoal

live portrait drawing

Prof. Cheryl Daley

*N O T E :

This particular drawing is a favorite of mine due to its incredible

likeness to the model, despite its raw state.


woman reclining - mixed media life drawing two

Prof. Thomas Morphis

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reclined woman, hair study - charcoal

advanced portrait drawing

Prof. Cheryl Daley

*N O T E :

The model’s head was resting on her knee. By far this was one of the

more challenging life drawings I had done. End was result was a study on how beautifully her hair was arranged in the lighing.


woman portrait - oil pastel portrait drawing

Prof. Cheryl Daley

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j u g h a n d l e, c l o u d s t u d y - e n p l e i n a i r, wa t e r c o l o r mendocino, california

instructor John Hewitt

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b u c k h o r n c ove - e n p l e i n a i r, wa t e r c o l o r

mendocino, california

instructor John Hewitt


n oyo h a r b o r - e n p l e i n a i r, wa t e r c o l o r fort bragg, california

instructor John Hewitt

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nil metventis is fearing nothing


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fine art t h e s i s p r o j e c t 2 0 11

Napa Valley. Pacific Union College

Thesis 2011. Fear is the motivator. It

These works were not designed to im-

produces inactivity as often as it produces

pose unnecessary fear upon you, they are

a relentless pursuit for advancement, or at

an homage to my own unbroken fear. They

least prompts us to remove ourselves from a

embody my struggle, confrontation, and

fearful situation. Yet fear is more than the

conversation with fear.

elicitor of fight or f light: it is an instrument

As I rose above my fear and asserted my

and can be manipulated to help us achieve

authority over its whims, I gained confi-

new levels of self-awareness and repose.

dence in the identity which had been hid-

Fear guides, but only as we allow it.

ing in fear’s shadow. I now choose when and

Anxiety once f looded my mind and per-

where to apply fear. I can freely immerse

meated my actions; it was fear looking to

myself in this emotion because I have bro-

be led. I soon learned that fear was not the

ken it. As I was able to come out of that fear,

enemy, it was a tool.

it allowed me to discover significant parts

Fear is often lent too much attention. Fear

of my identity. I give myself permission to

grows with whatever control we grant it. My

revisit and enter my fears at will, and then

works are substantial because they represent

leave them behind.

the enormous power I once granted fear, and they loom with the ominous immensity of imagination running wild.

Fear is the protector, and it begs to be mastered.



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t h e s i s 2 0 11 , f i n e a r t b . s . visual arts department

Pacific Union College

Nil Metventis. In my senior thesis project

feet in dimension, created with oil paint,

I was expected to exhibit skills learned

thread and nails. The paintings were used

throughout my years at PUC as a fine arts

to construct a small room to instill a sense

student. There are 5 pieces in total, 4x8

of anxiety to the viewer.

*N O T E :

Special thanks to Robert Wilson for his photography for this project and Cari Cordis for transporting

these large works.




Later! ∞

colophon d e d i c a t e d t o m y p e t b e t t a f i s h , a l p h o n s e . r. i . p.

Special Thanks. Thanks to everyone

Rusch, Cheryl Daley, Alexander Carpenter,

who took the time out of their schedule to

Haley Wesley and everyone. Also thanks to

help me put this portfolio together.

Thomas Morphis for being a great advisor

Larry Peña is a writing god. Thank you for finding words in my works. Divya Joseph has been one hundred percent supportive of my endeavors since our Public Relations 1 course our freshman year.

for my Fine Arts thesis project. This portfolio was created on one i5 2011 iMac and 2008 Macbook Pro with Adobe CS5 software. Photos were taken with a Nikon D5100

I can’t ignore Geoffrey Brummett, a peer

with a 40mm Nikkor Micro Lens. All other

I look up to (literally) during all of our

photographs were contributed by Geoffrey

classes, both design and not-so design.

Brummet, Robet Wilson and the PUC

Thanks to all of my professors and mentors at PUC. Milbert Mariano, Cliff

Visual Arts Department.


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