PORTFOLIO
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WESTCLOX REBRAND
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THANK YOU: My parents, Carlos and Nair, for always believing in me, even at times when I did not. My sisters, Andrea, Laura and Nara, for letting me use them as guinea pigs on multiple occasions all these years. My roommate Andrea Yagecic, for offering second opinions when I needed them and having to deal with the late times I was in my bubble working. My friend Donald Kicklighter, for letting me borrow his camera in order for me to finish this portfolio. Š 2017 Claudia Guanes Photos: Claudia Guanes, iStock Photo Digital Printing: Blurb, San Francisco, CA Binding: Blurb, San Francisco, CA
Table of Contents
Westclox Rebrand
The Evolution Of Pasta
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University Of North Florida Bookstore Website Redesign
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Three Phrases Experimentation
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Avon Annual Report
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For me a good design process involves analysis, it is not impulsive nor rushed.
Westclox Rebrand FALL 2016 | IDENTITY AND VISUAL STANDARDS | BRANDING
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DESCRIPTION The purpose of this project was to find a “dead” or “dying” company and rebrand it into something new by designing a new identity, new visual standards, and new brand extensions.
CONCEPT The company I have chosen is Westclox, a
and modern identity was needed, along with new visual
clock company. As an opportunity to re-envision, I wanted
standards to guide users how to properly display the
to give the brand a modern and sophisticated look.
brand. To build structure to the brand, I also designed
Therefore I branched the company out into luxurious home
new products within Westclox, called brand extensions.
furnishing, particularly in living room and entertainment,
A stationery set, a product catalog and a delivery truck
as well as clocks. To bring in this new vision, a new sleek
design fit into the requirements.
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WESTCLOX REBRAND
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WESTCLOX REBRAND
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WESTCLOX REBRAND
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WESTCLOX REBRAND
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WESTCLOX REBRAND
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The Evolution of Pasta FALL 2014 | EDITORIAL DESIGN | PRINT
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DESCRIPTION The purpose of this project was to design a book layout by using basic principles of typography and exploring new innovative ways to communicate with text and image.
CONCEPT Being given the category of food for this project,
images showing the outcome to insinuate the audience how
my goal for this book was for it to be a mix between a
it should be, and they also set the mood and help visualize
history book and a cook book, so that the audience not only
what part of history one is reading about. Using a flexible
learn the history behind the makings of pasta, but also learn
grid is crucial to ease switching the different types of
a few recipes along the way—both old and modern. Images
content within the book. As for type, using a serif/sans serif
are quite important, as cook books almost always have
combination displays hierarchy.
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THE EVOLUTION OF PASTA
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THE EVOLUTION OF PASTA
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THE EVOLUTION OF PASTA
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THE EVOLUTION OF PASTA
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University of North Florida Bookstore Website Redesign SUMMER 2017 | UX DESIGN | WEBSITE
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DESCRIPTION The purpose of this project was to redesign a website by understanding the principles and necessities of usable design.
CONCEPT The website I had chosen was the University
soon as they register for classes. This, however, does not
of North Florida Bookstore. My goal was to redesign the
assist the parents whenever they shop for their students.
website so that it is focused on what the user needs.
In the end, I had created some user-friendly schematics
Its class search page could select only one at a time, as
that are responsive to whichever electronic device is
the company focuses more in getting the school’s LMS
being used, while retaining the same elements, which
operations system integrated for students to shop as
creates the identity of the website as a whole.
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UNIVERSITY OF NORTH FLORIDA BOOKSTORE WEBSITE REDESIGN
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UNIVERSITY OF NORTH FLORIDA BOOKSTORE WEBSITE REDESIGN
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UNIVERSITY OF NORTH FLORIDA BOOKSTORE WEBSITE REDESIGN
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UNIVERSITY OF NORTH FLORIDA BOOKSTORE WEBSITE REDESIGN
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UNIVERSITY OF NORTH FLORIDA BOOKSTORE WEBSITE REDESIGN
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UNIVERSITY OF NORTH FLORIDA BOOKSTORE WEBSITE REDESIGN
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Three Phrases Experimentation SPRING 2017 | TYPE EXPERIMENTATION | TYPOGRAPHY
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DESCRIPTION The purpose of this project was to communicate the content and the emotional qualities of three commonly used phrases through typographical exploration.
CONCEPT The three phrases chosen were “cut to the
to learn to write by creating a writing template for kids
chase”, “easy as pie” and “smoke and mirrors”. For
using the phrase. “Smoke and mirrors” was inspired by
“cut to the chase”, I wanted it to represent the anxiety
a Seattle’s rain art project using a water-repellent spray
of wanting to get to the end of a book by highlighting
on sidewalks. Using a stencil, I sprayed the phrase into
certain words into the letterforms of the phrase. In
my driveway and, after drying, hose it down to show the
“easy as pie”, my idea was to encourage how easy it is
trickery of the water-repellent phrase.
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THREE PHRASES EXPERIMENTATION
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THREE PHRASES EXPERIMENTATION
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THREE PHRASES EXPERIMENTATION
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THREE PHRASES EXPERIMENTATION
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Avon Annual Report SPRING 2012 | EDITORIAL DESIGN | PRINT
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DESCRIPTION The purpose of this project was to design the annual report for a Fortune 500 company to illustrate to its shareholders the company’s activities and financial performance.
CONCEPT The company I have chosen is Avon Products
chart graphic, I decided to imitate opening a lipstick
Inc. I originally looked at previous reports for inspiration,
to represent the percentages. The financial data was
but their designs were pretty bland. Since the company
provided by the company’s previous annual reports,
is widely known for its beauty products, I decided to
with the current year’s columns highlighted to increase
hand draw the spread headers with my own lipstick to
hierarchy so that the audience finds them first.
give it flair, without overtaking the body text. For the
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AVON ANNUAL REPORT
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AVON ANNUAL REPORT
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AVON ANNUAL REPORT
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AVON ANNUAL REPORT
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www.claudiaguanes.com info@claudiaguanes.com 239.210.8059
@cmguanesdesign
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AVON ANNUAL REPORT