graphic design, emp. Illustration B.S. + fine art, B.S. design + illustration
1
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.
05
graphic design publications, posters, etc.
design is where science and art break even.
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
11
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.
13
harley davidson annual report publication design
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.
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.
15
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
19
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.
21
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.
23
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
8 PM
M AY 18, 19, 25, 26, 29, 30
9:30 PM
M AY 21, 28
*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.
27
mailer and poster public relations
april 14 - may 5 pacific union college • rasmussen art gallery
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.
29
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
33
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.
35
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.
39
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.
41
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.”
45
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
47
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
51
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.
53
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
55
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
naturally beautiful yarns & fibers
*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.
59
fine art painting, drawing, etc.
art
is not a thing; it is a way
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
63
64
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
65
66
woman forshortening study - charcoal
advanced life drawing
Prof. Thomas Morphis
reclining male study - graphite life drawing
Prof. Thomas Morphis
67
68
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
69
70
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
71
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
75
76
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
77
79
fine art t h e s i s p r o j e c t 2 0 11
nil metventis is fearing nothing
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.
81
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.