Portfolio

ana cuadra

\pōr t -`fō-lē -ֽō\

\`in-troh\ My name is Ana Cuadra and you are about to embark on my journey of the past three years. In the following pages you will find an unfettered flight of personal creativity and an unrestrained current of curiosity that has ultimately led me to design the pages that make up this portfolio.

A self-proclaimed philanthropist, I want to make a difference and leave behind a lasting, positive impact on society. I am a social revolutionary by heart and I have a passion for creating work that effects change in the world around us.

a.cuadra

Thank you for taking the time to visit my portfolio.

\kon-ʹtent\

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entrepreneurship

event planning

product development

a.cuadra

Photography (photo credit key on back)

a.cuadra

entrepreneurship

Entrepreneurship

InnerBEAT art

behind

bars

Innerbeat is a 501(c)(3) public, non-profit organization that strives to provide a productive, creative environment in juvenile correctional facilities. Through participation in the arts we help build on selfesteem, deal with emotions of abuse and addiction, and approach the future with a productive plan.

Our Mission is to help institutionalized youth reenter society in better emotional and mental shape than when they were first imprisoned. Our Goal is to support the difficult transition back into society from juvenile detention centers and promote healthy alternatives to incarcerations. We do this by believing in the power of individuals to change, and by changing hearts, minds and habits through education and creativity. Innerbeat advocates for the creation of a fair, humane and truly rehabilitative correctional system.

Entrepreneurship

the

program

The program is designed to improve the quality of juvenile detention centers for both inmates and staff, as well as to encourage better institution-community relations through community service art projects and concert and theatre series. We aim to reform broken juvenile behaviors that are fostered in these dark environments.

The Philosophy of the Program: Art Is a Verb Not a Noun Above all else, art, and therefore the Innerbeat program, is about one thing: the art of the work itself. Innerbeat’s individual art programs are diverse enough to appeal to different interests and emphasize different facets of the world and our human relationship to it. Art is not its objects; art is how we are when making it (and eventually, we would hope, how we are as a result of making it). The objects of the craft are by-products of the way we work, acting as invisible glue that cements people together through production and expression.

Our aim is not to do art, but rather what happens because of the art we do.

music Music can give voice to deep complex feelings in a new and unconventional way. In supplying musical instruments and educational programs to these youths, this workshop produces events outside the prison that raise funds for the organization as well as overall awareness for juvenile reform issues and solutions.

creative

writing

It has been said that the pen is mightier than the sword. Deeply rooted in the belief of the restorative and rehabilitative power of writing, this workshop seeks to provide a place for inmates to express themselves freely and to encourage the use of the written word. The program sponsors annual writing contests, provides free publishing, and one-on-one mentoring to inmates seeking to advance their literary skills.

visual

arts

More than just an opportunity to be expressive, this workshop focuses on teaching valuable skills such as logic, organizational teamwork and patience. The various art works will be sold through the organization’s distribution channels, bridging the gap and opening the conversation between the artists and the outside world.

performing

arts

Meant to inspire intellectual curiosity and personal development, this workshop nurtures the discipline, teamwork and communication skills necessary for successful reentry into society.

We host events and performances to encourage connection with the community at large.

gardening

As a part of their community involvement, this workshop gives incarcerated youth the opportunity to grow and maintain a vegetable and herb garden. The harvested yield will be sold at local farmer’s markets, connecting the inmates with the local agrarian economy and teaching them basic business skills.

yoga

In teaching the Hindu philosophy of attaining health and happiness through simplistic life principals, this workshop covers a variety of meditation and breathing exercises, ultimately aiming to alleviate tension and nurture a calm environment within the detention centers.

Entrepreneurship

the

brochure

This brochure, intended for potential Patrons and Donors, is filled with information regarding what Innerbeat does as an organization, why it exists in the first place, and evidence of the benefits it has on California’s incarcerated youth.

For a complete view of the brochure please visit http://issuu.com/anacuadra/docs/brochure

Entrepreneurship

For a complete view of the brochure please visit: http://issuu.com/anacuadra/docs/brochure

Entrepreneurship

business plan Innerbeat’s business plan was developed after conducting vast amounts of research and market studies on the California prison system. After a thorough analysis of every constituent segment of Innerbeat, to a first year operating budget, the organization is ready to spread its wings.

For a complete view of the business plan please visit: http://issuu.com/anacuadra/docs/innerbeat

Entrepreneurship

For a complete view of the business plan please visit: http://issuu.com/anacuadra/docs/innerbeat

*All resources used for this project can be found in the Index

a.cuadra

Event Planning

Event Planning

f.a.m.e F.A.M.E. is a bi-annual event that seeks to showcase the aesthetic elements of streetwear culture. It strives to collectively gather fashion, art and music to exhibit the work of passionate artists of every caliber and medium.

F.A.M.E. offers a space for the underdog, those that are hustling day in and day out to exhibit their contributions to the streetwear life.

In collaboration with a group of talented students, we produced and directed the fashion show segment of this event. Working with local retailers and designers, we successfully executed the spring and fall 2010 runway shows. We are eagerly anticipating the next installment coming this fall, 2011.

For more information, please visit: http://bobbivie.com/fame/

Event Planning

f.a.m.e pre production In the spirit of street-wear swag, we thought why not open the show with a bang - or a band?

With that in mind, we set it off with young gentlemen in crisp uniforms marching down the runway, setting the stage for a series of military inspired looks.

Accompanied by a lively crowd and the sounds of contemporary hip-hop and R&B, the energy in the room was undeniable. In this series of photos taken by John Agcaoili, you can see the production crew behind the scenes putting together the final touches for the F.A.M.E Fashion Show.

Event Planning

show time

The F.A.M.E runway show successfully synced street wear attitude with street smart style, featuring over 30 looks. The models wore clothes from Crossroads Retail and Consignment shop, local fashion designer Kathryn Guinto, and Bay Area t-shirt companies like Clout, T.I.T.S, Akomplice, High Mileage, Motivate Movement and Cukui.

F.A.M.E is much more than a runway. It is an event that melds together all the high-energy components of street-wear; from the boisterous swagger attitude to the unique knack for style and expression. With the intention of expanding the event throughout the Bay Area, we continue to gain momentum in San Jose, hosting 30 vendors and over 2,000 guests every season.

a.cuadra

Product Development

Product Development

Product Development

company profile

diesel

Renzo Rosso had a vision for his company since its launch in 1978 – to be a leading force in the fashion world that took risks and stood out from the ordinary. He did not want to be a ‘typical fashion company’, so he surrounded himself with like-minded people who were creative, resourceful and inspired. Together they rejected the mindless trends of the fashion industry, pioneering the way in denim and casual fashion, and gaining a solid reputation for thinking outside the box.

Diesel’s mission statement has been clear since day one: to create a clothing line designed for independent people who follow their own unique path in life, and to help them express their individuality through their clothing.

With flagship stores in Rome, London, Paris, New York, San Francisco, Amsterdam, Milan, London, Tokyo, and a presence in over 80 countries, the Diesel influence is widespread and global. They bring in over a billion Euros annually and employ over three thousand people worldwide in production. Continually attracting new customers from around the world, the brand’s cult-like international following continues to grow, as Diesel continues to blaze their own trail.

Diesel Cause is a brand extension proposal for the Diesel brand. Meant to expand their demographic reach, this brand developement brings together Diesel’s rebellious nature with the consumer’s need to feel like an active member of the community. It is a brand extension with a purpose, to encourage conscientious consumerism. Diesel Cause bridges the gap between what we buy and why we buy it.

This proposal takes you from the product development to the creative marketing strategies employed to fit the mindset of its consumer.

Product Development

what is

diesel cause ®

Diesel Cause is a Diesel brand extension with a philanthropic mission -

The purpose of this sub-brand is to raise awareness of global issues and take on projects that work on improving our community and making the world a better place for future generations.

Have you seen the news lately? We have. Pick your problem: poverty, illiteracy, hunger, malnutrition, AIDS and STD epidemics, global warming, homelessness; just to name a few. We have decided to do something about it. We want to cause change.

We don’t just sell jeans; we sell a lifestyle and promote a set of beliefs. It is time to unite forces and reassess our mission – let’s shake things up and start doing some good.

The way it works

Via our website [www.diesel.com/giverise] people will have the ability to vote for a project that they would like to see Diesel Cause take on for a year. The projects will shed light on a wider global issue; however the impact of the projects will be directly related to our communities. For example, a potential ‘eradicating hunger’ campaign, will promote education on the hunger problem around the world, however money and resources will be put into organizations that deal with the issues directly at home (Feeding America, the USA Food Bank and other organizations of the same nature).

Two collections will be launched and sold at a lower price point [compared to the average Diesel price point] to target a broader audience with the purpose of donating all proceeds to the project at hand. The collections will be inspired by current fashion trends and may not directly be related to the issue that is being promoted. The purpose of the collection is not to speak for itself, but to generate a profit that raises money for a project that benefits the community at large.

Diesel Cause Print Advertisements

Product Development

BRANDING

The branding for Diesel Cause will reflect the projects and serve as a means of communicating that message to the consumer.

The first project - No Glove No Love, will address sex education in America by collaborating with non-profits and grassroots organizations to inform, educate and promote the prevention of Sexually Transmitted Diseases.

A successful national initiative requires widespread public awareness. Diesel Cause will partner with local LGBT community centers, AVERT and the Gates Foundation to shed light on STD-related health issues and encourage a set of solutions - starting in your own back yard.

The project will consist of collaborations with non-profits in the states with the highest rates of STDs - New York, California, Florida and Texas.

Project details include funding local campaigns that promote getting tested for STDs, advocating for adequate sex education programs in public school curriculums, and aiding in the access to medical care of STD treatment to those in financial need.

Product Development

product assortment

The collection includes an assortment of t-shirts, jackets, bottoms and accessories. Together, it makes up a line of 80 pieces which will be retailed at a lower price point than the regular Diesel product assortment in an attempt to attract new customers.

sample product

ITEM #: 1002-92

BRAND diesel cause ITEM cropped tee w/ button PRICE $19.99 MATERIAL cotton SIZE xs-xxl COLOR black, white

ITEM #: 1002-94

BRAND diesel cause ITEM string strap, front pocket top PRICE $25.00 MATERIAL cotton SIZE xs-xxl COLOR white, brown

ITEM #: 1002-95

BRAND diesel cause ITEM draped v-neck tee PRICE $18.00 MATERIAL cotton SIZE xs-xxl COLOR white, grey

ITEM #: 1002-93

BRAND diesel cause ITEM front pocket razor back PRICE $22.00 MATERIAL cotton SIZE xs-xxl COLOR black, brown

customer profile

Diesel has always been known for its unorthodox designs, which quickly helped the company develop a reputation for an offbeat and avant-garde look. This turned out to be very appealing to its core European youth market, who were searching for a form of expression for their ‘out of the box’ mentality.

The Diesel customer is young, rebellious, creative and eccentric. They don’t mind getting their hands dirty and love a good adventure. Inside every urban dweller is a heart that wants to help. Diesel Cause is here to make that happen.

demographic traits

A collection of mobile urbanities, this group of customers represents the nation’s most liberal lifestyles.

Ethnically diverse, the target Diesel market ranges from students to young professionals. In their funky row houses and apartments, they enjoy athletic activities, the latest technology and nightlife entertainment.

Medium HH income: $50,000/$55,000 Age Range: 16 – 35 Education Level: College Graduate

Using Nielson Market Segments: Bohemian Mix Young Digerati Up and Comers

Product Development

brand marketing strategies

print advertisement This advertisement is meant to leverage Diesel’s reputation for controversial advertising, while bringing into context the Diesel Cause philanthropy.

Product Development

project marketing strategies

The first project will address sex education in America and join in the fight to prevent the spread of STDs . Collaborating with non-profits and grassroots organizations, Diesel Cause will inform, educate and promote the successful prevention of STDs in America.

launch party Project collaborations will take place in 4 cities: San Francisco, CA - NYC, NY - Miami, FL - and Austin, TX. A launch party invitation will be sent out to Diesel’s customer base in those metros. The location will remain secret until the day of the party. Using a code found on the invitation, guests will be informed of the exact location via text message once they have registered their phone number.

‘get yourself tested’ campaign The ‘Get Yourself Tested’ Campaign will position AIDS testing trucks outside Diesel’s stores in major cities - i.e. Atlanta, Austin, Boston, Chicago, Dallas, Denver, Las Vegas, Los Angeles, Miami, New York, San Francisco, Seattle and Washington DC. In an attempt to de-stigmatize our society’s perception of AIDS and STD testing, we will try to shift people’s behavior by making them proud they got tested. We will hold internal workshops with our employees and encourage them to get tested and wear our ‘badge of honor’; a pin given to everybody who gets tested that reads: “I Got Tested Because I Care”.

free condom distribution Diesel Cause will fund the free distribution of condoms.

The ‘condom drop’ will take place in public arenas with a lot of foot traffic, such as: All Points of Sales in Diesel stores, Union Square in San Francisco, Times Square in New York City, Daley Plaza in Chicago, sports events and music festivals.

iphone application

This application will give people the ability to vote for a project they would like to see Diesel Cause adopt for a year. It will also be a ‘vault’ of our past projects with plenty of information on each project and ways you can participate and volunteer. There is also the option to view all the collections and shop the newest items fresh off the runway.

shop

Customers will have the ability to shop the latest collections directly from the App. They can easily navigate based on the type of merchandise, season or collection.

Product Development

projects

Diesel Cause will dedicate all its time and resources to a project that will better the community at large. Through collaborations and partnerships, we want to get the word out and motivate people to start doing some good and start causing some change. The Projects tab on this App features current and past projects. Information about the project is available alongside statistics and facts about each issue. There is also a tab that will guide users to volunteer opportunities in their community.

vote

The Voting Option is our way of engaging customers with the Diesel Cause experience. Here, they will be able to vote for an issue that concerns them by submitting their thoughts or going through a list of suggested projects and issues we would like to address.

They can find more information on the issue and hopefully be inspired to join us in our movement.

*All resources used for this project can be found in the Index

Thank you A Very Special Thanks to: Mung Lar Lam David Overstreet Amy Kweskin Harvey Bailey Angella Hoffman for blazing the trail.

And a Personal Thanks to: Mi Familia y Amigos, for all your patience and endless support.

\ Ó™ -`pen - diks \ Photo Credits Key: A.Cuadra Marin Headlands, California February, 2011

A.Cuadra Serengeti National Park, Tanzania July, 2008

A.Cuadra Serengeti National Park, Tanzania July, 2008

A.Cuadra Ngorongoro Crater, Tanzania July, 2008

A.Cuadra Santa Cruz, California May, 2010

A.Cuadra Gran Pacifica, Nicaragua September, 2010

A.Cuadra Santa Cruz, California May, 2010

Resources: Innerbeat The PEW Center on the states - Public Safety Performance Project “One in 100: Behind Bars in America”, 2008 California Deparment of Corrections and Rehabilitation, Division of Juvenile Justice - Safety and Welfare Plan, March, 31, 2006 The National Juvenile Court Data Archive 2000, - Juvenile Court Statistics. 2000 Williams, Rachel Marie-Crane. Teaching Arts Behind Bars. Northeastern Univeristy, 2003. Print.

Kornfeld, Phyllis. “Criminal Justice and the Arts.” Web. <http://www.cellblockvisions.com/justice. html>.

California Department of Corrections and Rehabilitation Annual Report 2009 http://www.cdcr.ca.gov/index.html Skelly, Tom. “On the Yard: Prison Art Connects with the outside.” ReadingRoom. 1992. Web. <http:// www.communityarts.net/readingroom/archivefiles/1999/12/on_the_yard_pri.php>.

“Prison Art Projects.” 2004. Web. <http://www.williamjamesassociation.org/prison_arts.html>.

“ARTist.” Welcome to Art Release - Prisoner Artwork. Web. 01 June 2010. <http://www.artrelease. org/>.

“San Quentin Art Director Steve Emrick Interview.” E-mail interview. May 2010.

Images from Shutterstock.com and National Geographic

F.A.M.E Photocredits: John Agcaoili and Alex Buzon

Diesel Cause Photocredits: Hanna Besirevic and Shutterstock.com Iphone Application Template: teehan+lax-iPhone 4GUI PSD