SOME WORK REUNITED
A PORTFOLIO BY CARMEN BOUZA Graphic Design
Branding
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Interaction Design
ABOUT ME I was born in La Coruña, a city that I am totally in love with. I moved to Barcelona to study at the Elisava Design School. My passion for this world made me take several courses related to this area, especially related to the brand and retail. However, my growing curiosity about the digital world made me decide to change the direction of my career and specialize more in the area of User Experience. In my projects, I look for a balance between creative freedom and focused execution. I have to be aware of the new trends, but I’m still studying and reinventing the references of the past. In my opinion, a good conceptual phase is essential for projects to be coherent, whatever the area to which a project belongs. I love getting different reference points that can inspire me. Photography and color palettes help me a lot in this process, I collect images, textures and colors that could help me understand and analyze a concept.
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PERSONAL INFORMATION WORK EXPERIENCE
Nov 2017-Act.
Graphic & Retail Designer
3ina Cosmetics (Madrid)
Being part of 3ina Makeup’s Design Department, I play a multifaceted role: from develope web materials –Banners, Newsletters and social campaigns- to in store assets, including product packaging and display elements. As part of the team, I have improved my accountability skills being responsible of developing graphic materials for worldwide markets. I consider that I also have extended my design knowledge in technical terms.
Nov 2017-Act.
Content Editor & Copywriter
Interiortime -Design Products E-Commerce (Barcelona) Edit and retouch e-commerce visual material such as corporate images, product images, graphic communication and campaign editions. Research new trends and brands in order to enrich the product categories and contact sales leads from the contract market, including brands as Vitra, Kartell, Hay, Santa&Cole, Flos and Andreu World. As an E-commerce Product Editor, I improved my communication skills with clients and developed an analytical ability by managing marketing insights and improving the web ‘s appearing.
Oct 2014 - May 2015
Visual Merchandiser Intern
La Sardine - Branding and Retail Agency (Barcelona) Design and development of points of sale and retail for Fashion&Beauty brands such as Kenzo, Angel Schlesser, Narciso Rodriguez and Jean Patou. Development of Branding Style Guides, including logos, corporate colours and Visual Merchandising guides. During this internship, I developed my analytical & design skills learning how to achieve coherent brand identities.
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Madrid, Spain bouza.carmen@gmail.com +34 618 97 25 25 La Coruña, 28.03.1993
SOFTWARE
EDUCATION
Adobe Illustrator
Oct 2018-Act.
Adobe Phosothop
Digital Product & Service Design for UX
Adobe Indesign
ESNE Escuela Universitaria de Tecnología y Diseño
Autocad Rhinoceros 3D Sketch
Oct 2016 - Nov 2017
InVision
Masteryourself Leadership Program
Marvel App
Teamlabs Madrid, Mondragon Team Academy
Fashion Industry Essentials - Online (42 h)
LANGUAGES
Parsons School of Art & Design
Spanish
Native
Galician Native
Lighting Design Summer Course (40 h)
Elisava Escuela Superior de Diseño (Barcelona)
English
Fluent
French
Basic
Catalan Basic
Oct 2012-Oct 2016
Design Degree
Elisava Escuela Superior de Diseño (Barcelona)
PERSONAL INTERESTS
Music
Sep 2011 - Jun 2012
Art&Photography
Business Administration Degree
Traveling Reading
ESADE Business School (Barcelona)
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PROJECT #1: BARRIOS VIVOS #UX #UxD #SERVICEDESIGN
Barrios Vivos was a different approach to the democratic platform “Decide Madrid”, based on the idea that we have to protect each district’s individual character, in order to orchestrate them to make a global happier city and improve the User Experience of the actual site. PROJECT ‘S OBJECTIVES:
The project aims to make this site more accessible and understandable for citizens, in order to make them feel more connected with the platform and their own district. It’s main objetives were:
To increase citizen participation in the platform.
To create new spaces for debate, and connect digital features with the streets.
Date Team
Jan 2019 Yendi Fermín, Carlos Delgado, Carmen Bouza, Bárbara Araque, Yorcy Reyes, German Espinal,
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THE PROCESS ACTUAL SERVICE ANALYSIS How Decide Madrid works? How is its context? What does work/not work in the actual site? USERS RESEARCH
Do users know Decide Madrid? For what purpose do they use the platform? Why younger people tend to not use it? PROBLEM STATEMENT Younger users don’t get engaged to the actual site because they don’t feel connected to it: there is a lot of information that is poorly managed so that they feel lost and disinterested. IDEATION How might we make the citizens more connected to their city? CONCEPT Agoras 2.0. Madrid as a puzzle of districts, a disgregation of different characters. SERVICE DESIGN Service Blueprint Touchpoints INTERACTION DESIGN Atomic Design Wireframes & Prototipes Microinteractions UI Design
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ACTUAL SERVICE ANALISIS/ USERS RESEARCH USER’S PAIN POINTS
ACTUAL USERS AGE
“MY IDEAS ARE NOT TAKING SERIOUSLY” “PROPOSALS TRACKING IS NOT REALLY WORKING.”
48,3%
“ I FEEL COMPLETELY LOST!”
4,1%
6,7%
“I DON’T FEEL THERE A REAL CONNECTION WITH THE COUNCIL”
4,1% 10%
“I DON’T FEEL THERE A REAL CONNECTION WITH THE COUNCIL”
26,7%
-20 years old 20-25 years old 26-30 years old
“INFORMATION IS PROVIDED IN A CHAOTIC WAY”
26-30 years old
ACTUAL INFORMATION ARCHITECTURE
+40 years old
35-40 years old
HOME
SIGN IN
SIGN UP
PARTICIPATIVE BUDGETS
HELP
DEBATES
PROPOSALS
VOTING
PROCESS
More actives today
More actives today
Open
Active now
Debates
Most valued
Mos voted
Finished
Next
Proposals
New
New
Next
Finished
Participative Budgets
Most relevant
Filed
Voting
Help about debates
Process
Other Info
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PROBLEM STATEMENT / IDEATION
Younger users don’t get engaged to the actual site because they don’t feel connected to it: there is a lot of information that is poorly managed so that they feel lost and disinterested.
How might we make the citizens more connected to their city? PHOTO BY UNSPLASH
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CONCEPT
Agoras 2.0 Barrios Vivos is inspired by the concept of Agor, in order to put into practice participatory democracy vias new digital tools, which help us to clarify the opinion of citizens. In this way, it aims to rescue the most emblematic squares in Madrid so that citizens can debate in them.
District Uniqueness Barrios Vivos takes as inspiration the strong character of each neighborhood that composes Madrid. We assume that each of them has different visions and different problems. That is why we decided to make the division of content by district more evident, based on the hypothesis that citizens feel more connected with proposals that are familiar to them. 11
SERVICE DESIGN
TOUCHPOINT 1: “
Tótem luminoso e representativas de
Wi-Fi We offer a public network in which the user can connect by indicating his email
BARRIOSVIVOS
TOUCHPOINT 3: DECIDE MADRID REDESIGNING Totem Lighting The more connections to the network it has, the more it will light up, symbolizing the “alive” that is the neighborhood where it is.
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From Onboarding, th redirected to Decide or she can support p become a member o
BARRIOSVIVOS
“ZONAS VIVAS”
en medio de plazas más e cada distrito de la ciudad.
TOUCHPOINT 2: ON BOARDING The user accesses the Wi-Fi network by means of a page where he collects what is happening in the neighborhood where he is located.
he user can be e Madrid, where he proposals and of the community.
TOUCHPOINT 4: DEBATES NOTIFICATIONS The user will receive in his mail announcements of Physical Debates, which will take place in the squares themselves.
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INTERACTION DESIGN
TYPES
SHAPES
Títulos Canela Bold
Títulos Canela regular Subtitulos/Categorías/Botones Akzident Grotest Regular
Texto cuerpo/otras info Akzident Grotest Regular In reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
BACKGROUNDS
Otra info a destacar
COLORS
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GRIDS
ICONS/BUTTONS
GROUPS
BARRIOSVIVOS
ยกQue empiece el debate!
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Quiero aportar algo
Otros barrios
BARRIOS VIVOS Decide Madrid
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INTERACTION DESIGN
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INTERACTION DESIGN
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INTERACTION DESIGN
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PROJECT #3: LAZY ELEPHANT #BRANDING #ARTDIRECTION Lazy Elephant is an underwear brand that aims to celebrate women. It is an optimistic dose delivered in a bralette form. It invites all women in the world to follow their instincts, their wishes and their own plans. The idenity follows this positive vibe, while maintaining a balanced and sober essence. The punctual use of the bright colours aims to keep black and white as the main background tones, so the product imagery stays the most important element, to which we first put our attention on.
Date Team Course
Oct 2016 Carmen Bouza, AntĂa SĂĄnchez MASTERYOURSELF
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LOGO
LAZY ELEPHANT
LAZY ELEPHANT
FAVICON
LE
TYPOGRAPHY FONT GARAMOND
ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdef ghijklmñopqrstu vwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdef ghijklmñopqrstu vwxyz
FONT ITC FRANKLIN GOTHIC
COLOR PALLETTES
AB
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ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmñopqrstu vwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmñopqrstu vwxyz
TEXT HIERARCHY
TITLES
(ITC FRANKLIN GOTHIC STD MEDIUM)
TITLES 2
(GARAMOND BOLD)
«Highlights specials»
(GARAMOND CURSIVE)
«Textos y textos. Rather than jumping to a competitive analysis of others in your industry, we firBestBuy is more attribute defined. We work to make sure your brand identity is properly aligned with your company’s core strengths. That way, when your industry goes through cycles, you don’t necessarily suffer the fate of that cycle. It’s not just strategic, it’s brilliant..» «Textos y textos. Rather than jumping to a competitive analysis of others in your industry, we firBestBuy is more attribute defined. We palabra resaltada sure your brand identity is properly aligned with your company’s core strengths. That way, when your industry goes through cycles, you don’t necessarily suffer the fate of that cycle. It’s not just strategic, it’s brilliant..» (GARAMOND REGULAR) SNAP TO RIGHT *WEB/EDITORIAL
QUOTES THAT ARE SPECIAL
(ITC FRANKLIN GOTHIC STD HEAVY) *ONLY FOR BANNERS
THERE IS A SPECIAL GIFT WAITING FOR YOU 28
«Growing up, my father would lovingly refer to me as a baby woman. And that’s what I was: a 12-year-old with D-cup breasts who still woke up in the night and asked her mom to come and sleep in her room. As an only child in a tightly knit family with two of the most loving people I have ever known — think Atticus in To Kill a Mockingbird — I was safe in the in-between place of half-baby, half-woman. The confusion came from outside our small, ivy-covered, wood-floored home in Southern California. » GARAMOND DOBLE INTERLINEADO SIEMPRE CENTRADO
PROJECT #4: BEBE MELLO BRAND #BRANDING #ARTDIRECTION Bebe Mello is an alternative fashion brand from Brasil. It essence lays on the artisanal approach it has about apparel design. It evokes a sensibility and delicate essence, in contrast to the strong personality of the garments. The main colours are light grays scales, in order to highlight the importance of the product. The chosen secondary colours are tones of greens, violets and pinks, contrasting between them and creating harmony between them. Typefaces praise this balance, resulting contemporary and renovated.
Date Tean Course
June 2014 Ana Beivide, Carmen Bouza 2th Design Degree
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LOGO
FAVICON
TYPOGRAPHY FONT BASKERVILLE
ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdef ghijklmñopqrstu vwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdef ghijklmñopqrstu vwxyz
FONT FUTURA/ FUTURA LIGHT
AB
COLOR PALLETTES
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02
ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmñopqrstu vwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmñopqrstu vwxyz
TEXT HIERARCHY
TITLES TITLES 2
«Highlights specials» «Textos y textos. Rather than jumping to a competitive analysis of others in your industry, we firBestBuy is more attribute defined. We work to make sure your brand identity is properly aligned with your company’s core strengths. That way, when your industry goes through cycles, you don’t necessarily suffer the fate of that cycle. It’s not just strategic, it’s brilliant..» «Textos y textos. Rather than jumping to a competitive analysis of others in your industry, we firBestBuy is more attribute defined. We palabra resaltada sure your brand identity is properly aligned with your company’s core strengths. That way, when your industry goes through cycles, you don’t necessarily suffer the fate of that cycle. It’s not just strategic, it’s brilliant..»
PATTERNS USED
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CONTACT
bouza.carmen@gmail.com +34 618 97 25 25 www.linkedin.com/in/carmenbouza
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