Den Fajardo - Portfolio 2012 by Den Fajardo

DEN FAJARDO DESIGN PORTFOLIO

Print Illustration Interface Design Branding Promotional Materials Thesis

me! t c a t n Co (+63) 906 4643003 dkufajardo@gmail.com

PRINT Newspapers Magazines Press Kits

The GUIDON 2011-12 Editorial Design (Layout & Graphics Editor) The GUIDON has had a strong visual identity since its redesign in 2009, and it was my job (for a year at least) to refine it and make it easier to read. For this volume of The GUIDON I reset the typography and added certain visual elements to help present a cleaner, better GUIDON.

The GUIDON

T H E OF F ICI A L ST U DE N T PU BL IC AT ION OF T H E AT E N E O DE M A N I L A U N I V E R SI T Y VOLUME LXXXII NUMBER 5 OCTOBER 2011

http://www.theguidon.com

AdMU wins 4th straight crown Joins FEU, UST and DLSU in elite circle of Grand Slam winners By Anonymous

Held position March 2011 - March 2012 (9 main issues and 1 subrelease) Previously Graphic Design Staffer (July 2010 - February 2011)

Blue Booters finally got their break when a long ball from the Ateneo keeper bounced into the UP half. With Cancio charging towards the loose ball, the UP defenders were disoriented as Cancio took possession of the ball and fired an early shot. With a slight deflection, the ball slowly but surely rolled into the back of the UP goal. Fa n s j u m p e d a s i f a championship goal had been scored, and the Ateneo players celebrated in relief. The game finished 1-1. Their first game had a classic ‘one big fight’ Ateneo

against UST, 4-0 beating against FEU, then in their last game, a painful 1-0 defeat to UE. Their scarcity of goal scoring opportunities hindered them from salvaging a single point from their games. Across all three games, tactically, the boys in Blue defended too deep which saw a disconnection between their offense and defense. The lack of control in the midfield further decreased their chances as opposing teams were able gain possession with ease. While the Blue Booters will see this season as an i m p r o ve m e n t f r o m l a s t year’s last place finish, they

Vergara impeachment a first in three years By Jio Deslate and Jyska A. Kuan Ken

Responsibilities: Reset typography Redesigned template Managed a staff Edited submitted work

mentality, but if you thought that the Blue Booters’ draw against defending champions UP would proliferate into a confident display against the La Salle Green Archers, you thought wrong. For the second time this season, the Blue Booters gave us false hopes. With a convincing start to the second round, the Booters’ inconsistency showed as their detrimental defensive errors enabled DLSU to trample all over the boys in Blue, allowing the arch rivals to win 2-0. The defeat to their Green counterparts was the start of a revelation of problems that snowballed as one loss came after another: a 3-0 defeat

AFTER FACING charges of “gross negligence” during the 2011 Freshmen and Special Elections, Commission on Elections (Comelec) Chief Commissioner Jon Andre Vergara is the first student official to be impeached in three years.

The Student Judicial Court (SJC) found him guilty in a 5-1 decision last September 1, replacing him with secondin-command Commissioner Margaux Tan. The ex-Chief was tried for “failure to facilitate the logistical need of the election leading to the delay opening of voting centers by 9:30 am,” as he had prioritized his Department of Student Welfare

will be disappointed with their inability to fulfill their potential. Lady Booters As the nightmare first round storm came to an end, the skies never quite cleared for the Ateneo Lady Booters. The rain fell harder and the winds blew stronger as the second round tore at the sails of their now sinking ship. If their 0-1-3 (win-loss-draw) first round performance was any indication of the internal problems the team was having, their second round display painted a clearer picture. They opened the second round on February 7 with a 1-0 defeat to DLSU. Coach Ba u t i s t a c o n t i n u e d h e r

pursuit of defensive football, heavily rotating her defenders in various parts of the game. The Lasallites scored in the 20th minute, and even lost their goalkeeper to a red card midway through the second half, but Ateneo still failed to convert any of their attempts. The rotation saw more changes from this game on as seniors Railla Puno and Kylie Misa saw more action. But what followed after the loss to DLSU was a 12-point swing that hit new lows in recent Ateneo football history. On February 14, the Lady Booters welcomed the UST Tigresses as their Valentine’s Day dates and accepted half a dozen goals. The starting

lineup saw the return of Erika Casas, as well as Puno and Misa at defense. However, the game featured the same prwoblems. 3000 CWS Blue Booters finally got their break when a long ball from the Ateneo keeper bounced into the UP half. With Cancio charging towards the loose ball, the UP defenders were disoriented as Cancio took possession of the ball and fired an early shot. With a slight deflection, the ball slowly but surely rolled into the back of the UP goal. Fa n s j u m p e d a s i f a championship goal had been Replacement 3

Ateneans: level up mobilization against SMDC

and Services (DSWS) shift over supervising the polls. Trial

The August 26 trial followed SJC’s general impeachment procedures, with each side having ten minutes to present their case, followed by a one-hour rebuttal and a five-minute closing Vergara 2

Student leaders clamor for a follow-up on the rally to sustain the momentum By Marielle S. Misula

AFTER A show of protest against Shoemart Development Corporation (SMDC)’s Blue Residences project in

a rally last August 12, the Loyola Heights community (LHC) has been keeping up the fight through less rowdy means—making several student leaders raise the question: “what now?” “I don’t think the rally created awareness at all, if by awareness you mean the substantial kind that moves beyond the surface-level issue of SMDC and zoning permits,

said Steffi Sales, president of The Assembly. “Yes, it was for good governance, but did everyone who participated in the rally actually understand the fundamental dynamics of the cause of good governance?” Sales recognized that LHC was successful in exhorting people to join the protest, but

Sports

Beyond Loyola

Features

Inquiry

Erenchun no more— Ateneo’s largest field gets a major upgrade.

If you think terrorism is just pure senselessness, think again.

Student artist Tasha Ringor goes beyond our expectations.

Is the Ateneo’s INAF program all it’s cracked up to be?

The GUIDON vol. 82 no. 5

Ateneans 3

November 2011

Honey Magazine

Philippe Starck

Layout and Art Direction

Press Kit

Project duration 2 weeks, Second Semester 10-11

A project for Print and Publication Design class wherein a group of 4 is tasked to make a magazine. This has to be one of my more challenging layout works as the branding we settled with is not in a style I am used to.

Collaterals Booklet CDs Posters Cards

Philippe Starck Press Kit Project duration 2 weeks, Second Semester 10-11

Responsibilities: Design template Collaborate with shoots Source content

A project for Print and Publication Design class wherein we were assigned an artist and then we were to design a Press Kit inspired by said artist.

Booklet

Passport to Metro Manila

Kaingin Newsletter 2012

Booklet design (in collaboration with Ceej Tantengco, Alexis Dy and Aziel Mendoza)

Magazine layout

Message From the President

Passport to Metro Manila An independent traveler’s guide

Justin Peña

Kaingin

Project duration 1 month 4Q 2011

Message from the President

I was also tasked to lay out the annual newsletter of the organization as well as plan and help budget its printing.

Project duration 4 weeks 1Q 2012

Social Justice Through Education.

The Stations PASSPORT TO METRO MANILA is a booklet designed to aid tourists show themselves around the city using the MRT - a railroad system passing through arguably the country’s busiest thoroughfare. It is C. Tantengco, A. Dy and A. Mendoza’s senior thesis for their Communication degree from the AdMU. They enlisted my help in laying out their words and photos in a format that is easily accessible and convenient to carry around Manila.

North Ave.

Santolan

6 7

Ortigas

Quezon Ave. Kamuning Cubao

8 9 10 11 12 13

Message from the President

Messages from Alumni

Past & Upcoming Projects

Feature Stories

Justin Peña Geeroh Ebrada Chix Chiquillo Gem Martinez Goldielyn Limsiy Abby Agbayani Patricia Mariano Marj Chua Trixie Conlu Neri de Guzman Erika Tuprio Pao Hernandez Johan Alcantara Ysabelle Canon Robert Bataan Den Fajardo Nadine Zara Lovette Regner Cedric Laohoo

UPCOMING PROJECTS Team Building Seminar Christmas Events AREA UPDATES Kaingin Dos Marikina Heights NSTP

MISCELLANEOUS Sponsors Pizza Wednesdays Guild System Cleaning out the Org Room FEATURES From Alumni From Graduating Members From Newbies On Tutees

was reading an 11-chapter book when a friend spotted me. Because he knew how much of a crammer I am, my friend was not surprised to see me reading (when I could’ve been studying for the upcoming long test that week or doing that obscure homework for my major). My friend was more surprised by the fact that I was reading and not spending my time online or simply in front of the computer. “What’s the book about?” he asked. “I’m not really sure… I thought I knew back in chapter one when everything was still clear but chapter seven is vague. It’s startting to look like those stories with multiple perspectives and different characters.” “Do you really want to read something like that? You still have exams coming up with their own convoluted readings…” “I only have four chapters left, anyway. Besides, you know how these stories go. The perspectives meld into one for an awesome ending.”

ORG UPDATES K.I.D.S. P.M.S. Buddy System Structured Lesson Plans EB Structure Rebranding

“Not always.” “We’ll never know… I’ve already gotten this far, though, and there are still many possibilities. That’s what I want to see in the last few chapters.” “Fine. Were the last seven chapters any good? If they are, then I might give them a chance next time.”

Kaingin would like to thank:

Kaingin ‘11-‘12 and Alumni

The Law Firm of ESQUIVIAS CONLU & YABUT

Responsibilities Layout the whole magazine Illustrate artwork Source photos and articles

...and more.

Area & Org Updates

1 2 3

Boni Guadalupe Buendia

Ayala Magallanes

Taft

Shaw Blvd.

13 12

THE ANNUAL NEWSLETTER 2011 - 12

CONTRIBUTORS

Responsibilities Conceptualize medium Layout pages Plan printing

1 2 3 4

PAST PROJECTS Skills Training Tambay Week Project Heads’ Training Rummage Sale U.B.E. Acoustics Night

Kaingin

THE ANNUAL NEWSLETTER 2011 - 12

11 10

Features

Message From the Graduating Members Patricia Mariano

Coming from a high school where outreaches and parish work were as much a part of the curriculum as English and Math, I entered college fearing that my world would grow to exclude the realities outside Ateneo. It was a valid fear. No longer would I be required to spend at least once a year visiting schoolchildren and the elderly; no longer will there be class prayers with specific intentions for the poor. With independence, I knew, would come a stronger sense of dedication to personal interests. And I knew—because I have seen it so many times—that this development of passion might not include tiring and unprofitable things, such as tutoring children who can be incredibly unruly and rude. So I eagerly read the RecWeek manual, going over the thrusts of the different sector-based orgs. It would have been lovely if I could have joined all, of course, but I knew the importance of choosing a cause that I would be willing to work for despite my already-heavy workload as a student. It did not take long for me to decide on Kaingin. (In fact, if I were to allow myself some romanticism, I would say that it was an immediate connection; a yes on my part as soon as I read the description.) I suppose it is the geek in me that agreed the most with the vision: fighting social injustice through education? It made perfect sense. What can you do when you know nothing? And, more substantially, how much can you accomplish just with the ability to read, to imagine, or to follow an idea through?

I realized that I could make a difference. A small (probably ignorable) one—but it would be there: for one child, maybe two. It was worth waking up early on Saturdays, worth sweating from the unavoidable exercise of giving piggyback rides. It was worth actually trying to deal with kids when, deep down, I was (am) rather frightened of them. Of how fragile and impressionable they seem, of how they have limitless energy for running around and jumping. Really. I don’t think I have quite gotten over my reservations even after four years of trying to avoid their invitations to play. Not that I can bring myself to mind. The kids are amazing; resilient, hopeful, untouched by the quiet cynicism that envelopes my peer group. I joined Kaingin believing that I could help the youth by teaching them what I know of English and Math. All my efforts might have been useless; there is no proof to say otherwise. But every time I visit, with the kids dragging me along, smiles wide and chatter endless, I am certain that I would like to continue trying to make a difference in their lives. It would only be fair. They have definitely made a difference in mine.

The importance of education was clear. Almost as clear as the distressing lack of it in our nation.

The GUIDON 2012 Graduation Magazine

adobo magazine

Art direction + Layout

Layout (Design Internship + Freelance Work)

THE ASCEND AWARDS Youth Participation in Interfaith Cooperation Circles A Case Study of the Muslim-Christian Youth for Peace and Development (MCYPD)

Legends

Timothy Andrew E. Salera IV AB DS

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tempor nisl metus. Aenean arcu elit, egestas id ornare sit amet, mattis vel purus

The Philippine DepEd recently adopted the “Face to Faith” program of former British Prime Minister Tony Blair, a program that involves interfaith dialogue as part of the social education of students. This is in response to the growing recognition of the need of interfaith dialogue among peoples of different faiths to assuage the tensions that may be caused by discrimination between Muslims and Christians in the Philippines through establishing peace and solidarity within interfaith communities. Deemed central to these efforts is interfaith youth. This thesis attempts to unravel the motivations and nuances of participation in an interfaith setting: the Muslim Christian Youth for Peace and Development (MCYPD), an interfaith youth organization in partnership with the Peacemakers’ Circle. Using a qualitative methodology with the use of interviews, the case study asks: What are Now no longer university president, Fr. involvement? Ben is exploring aIs new phase in his life, just graduating. the motivations for the MCYPD youth the discussion onlike religion one of slowed down—with more time for himself, he’s gone to conferences abroad and completed them? AndHe’s as barely a sub-question, how are the youth in the MCYPD able to participate in their the El Camino de Santiago pilgrimage in Spain. “Before I couldn’t just take five weeks off for that,” Fr. locality? Ben explains, “but the main thing now is I have time to focus on things that are really, really important

F R . B E N N E B R E S , S . J. Apart from your Atenean education, what do you and Fr. Ben Nebres, S.J. have in common? Unless you’re a national scientist or enjoy a borderlinecult following, maybe there isn’t a lot. But the overlap exists, and it’s more significant than you think.

to me.” What motivates this organization is mainly his thecommitments relationships that on have Instead ofparticipation the daily battles in of an administrator, he’s strengthened to working the problems of poverty, public educationisand leadership development around the country. Fr. been formed, and discussion on religion important only insofar as they help The the way youth sees it, he callsmembers having moreof time to think longfaith term “a luxury” in today’s rapidly globalizing age. members Ben befriend the the other and maintain smooth interpersonal While he’s pretty much set on where his heart is, many of us still wonder what the next months have relations with adherents of other faiths. It is further argued, as drawn from the research that in store. “Young people today have so many options I didn’t have in my time,” he says. “The downside is more emphasis should given to ‘living dialogue’ than merely the ‘dialogue of cooperation’ in that it’s harder to choose, and sometimes for a young person like [yourselves] it can take a very long time locating the impetus for participation. to choose.” Much like he took the camino as a time to pause and reflect, Fr. Ben encourages you to do the same. We all need time, he says, to decide our focus terms of our careers relationships. we In view of these, this paper thusonhopes toincontribute to theandliterature onAsinterfaith broaden our horizons and seek ones, sayscase it would help to of bearyouth a few things mind. youth groups in the Philippines asnew well asFr.onBenthe studies and in participation Firstly we need faith to illuminate the path ahead. “You cannot always see the way,” he says, “but with especially considering a lack of research on interfaith communities in Luzon. Further, this prayer and trust in God, He will eventually show you.” study hopesSecondly, to provide a better understanding of the relationships between youths of when opportunities present themselves, we need the courage to seize them. “Sometimes different faiths which mayliesaid in building communities of understanding and tomight be you don’t know what beyond a door, so you’re afraid.” He muses. “You need the courage just push instructiveitinopen understanding motivations forfrom interfaith efforts. because if you keep backing down doors, your life narrows.” But perhaps, Fr. Ben says, the most important thing is storytelling—to learn and live by the history and principles of this university. “It’s a bit like knowing your parents or grandparents,” he explains. Dealing with them abstractly, he says, is another form of realizing that this is a story we’re part of, and it gives us a lens to look at the world with. “I hope they remember—not just me, but Ateneo—that we’ve helped you grow,” he says, “and we’ve prepared you well.” (Job B. De Leon)

Every year, The GUIDON releases a graduation magazine as tribute to the graduating batch. The challenge in this is to veer away from the newspaper’s visual identity as much as possible and to form a unique brand for the batch of 2012.

Project duration 2 months 1Q 2012

Internship duration March - May 2011

Responsibilities Plan articles Contact interviewees Assist in shoots Design template Layout pages

Responsibilities Layout pages Assist in shoots

Freelance work (w/ vgrafiks design + branding) 2 weeks March 2012

REGIONAL

The year of the social bowl Super Bowl spots that score

Social media transformed America’s largest sporting event, giving brand advertisers mileage well beyond the

day’s game even as it robbed campaigns

Picking the top Super Bowl spots has become a lot more interesting as social media jostles alongside market

of the heightened anticipation of past Super Bowl launches.

researchers in determining who took home the trophy. Kantar Media Audiences’ commercial

It’s been dubbed the Social Bowl. And with good reason. Rather than play their campaign cards

ratings analysis had Cadillac Autos, which told viewers to ‘go to Green Hell”, as the most watched ad of the game. The spot

close to their chest as Super Bowl advertisers have traditionally done, this year saw brands bring their game face to social media, sharing content in one

for its 2013 ATS preparing for a summer 04

form or another with consumers well before the first throw.

Super Bowl ad rates continue to spiral. The pressure to make their ad buy count is understandably intense as 30-second spots were going for US$3.5 million this year, an 84% increase over the past decade in line with the growth of the game’s TV audience. And that’s not counting production costs.

were: Kia with Adrianna Lima in a dream sequence, Hyundai with a cheetah deciding to chase its trainer after failing to keep pace with the Veloster Turbo, Honda with a Ferris Bueller inspired spot, Fiat proving

The games’ biggest spender by category – automotive – was the first to get the ball rolling. With as many as 11 advertisers, it was understandable that auto marketers wanted to get as much mileage out of their hefty Super Bowl expenditure.

Honda CR-V also had a 10-second sneak peek of its spot, with Matthew Broderick reprising his iconic

sex still sells for the new 500 Abarth and Toyota, with its over-the-top Fantasy spot showing how reinvented a number of

1986 role of Ferris Bueller to enjoy a day off work. The two-minute, 25-second extended version it subsequently uploaded was long enough to remind

viewers of what made that movie special. With its growing influence, social media offers advertisers an opportunity to build pre-game buzz especially if ads go viral, extend brand engagement as viewers tweet, share, vote and view ads or even go to a brand’s website. Through social media, advertisers can extend the buzz and reach of their Super Bowl advertising well beyond the day of the game, particularly as media properties such as USA Today have added a social network in the mix. For the first time it partnered

launch was one of six auto brands that made Kantar’s top 25 rated ads. The other auto performers that scored big

Stoking social media buzz on Facebook, YouTube and their own websites proved an indispensable part of advertisers’ game plan this year, especially as

Responsibilities Layout pages Assist in conceptualizing spreads

First out the gate, Chevrolet’s Camaro launched its full commercial online 17 days before the big game. A day earlier, Volkswagen released a sneak peek with a pack of dogs barking out the Star Wars theme, continuing its well-received Darth Vader spot from last year. The teaser plus an extended ‘Dog Strikes Back’ version in which a Beetle inspires a pudgy dog to slim down to chase the new model, was viewed nearly 14 million times within days of being uploaded on YouTube. The auto brand also shared a behind the scenes look at the making of the commercial online.

things after the Camry. Check out every boy’s dream of a reinvented sofa. USA Today/Facebook Ad Meter initially saw voting literally going to the dogs. The

Other auto brands that pre-released their campaigns

scheming Great Dane in the Doritos spot

online were Audi’s ‘Vampire Party’, a Twilight spoof for its new 2013 Audi S7 and its LED headlight technology, Hyundai’s ‘Cheetah’ spot for the Veloster

who buries the family cat and bribes the owner to keep quiet with Doritos topped the poll. The runners-up were Volkswagen’s

Turbo, Chevy with its crowd-sourced ‘Happy Grad’ spot and Lexus ‘The Beast’ for Attik. The dynamic nature of the online platform also provided nimble advertisers such as Coca-Cola, which has created a full social media campaign for its Super

portly canine who slims down to chase the latest model and Skechers with a 08

“The Bark Side”, Volkswagen

Bowl outing. The soda giant’s catch-playing Arctic

with Facebook to broaden the voting pool in selecting

“Dog Strikes Back”, Volkswagen

polar bears spot – one representing the Patriots, the

the top Super Bowl ads. After all, consumer research showed that as many as 60% of game viewers would have a second screen such as a smartphone or a tablet

“Matthew’s Day Off”, Honda

“Vampire Party”, Audi

“Cheetah”, Hyundai

other the Giants – were changed to reflect the game’s progress. Enhancing viewer interaction, Coke also brought its bears to life on Twitter and Facebook to

on hand.

“Happy Grad”, Chevrolet

respond to viewers’ comments.

“The Beast”, Lexus

By inserting themselves in social conversations,

“Game Day Polar Bears”, Coca-Cola

Doritos again crashed the Super Bowl. It went the

advertisers believe they will be well placed to benefit from word-of-mouth since viewers are more likely to buy a brand when recommended by their social

“Crash the Super Bowl”, Doritos

whole nine yards with crowd-sourced executions and also asked consumers to vote the ads that would run during the game. Both spots eventually went down

pudgy, sneaker-wearing bulldog beating greyhounds in a race. Doritos still came out on top later but with a different execution – a crafty granny who pitches a sling-wearing baby across the yard to snatch a bag of Doritos. Anheuser-Busch’s beer-fetching dog came a close second followed by Kia with a racy dream sequence featuring the luscious Adrianna Lima. Ace Metrix named Coca-Cola the Super Bowl brand winner as three of its ads, featuring computer-generated polar bears – ‘Catch’ #3, ‘Superstition’ #5 and ‘Arghh’

circles.

well with consumers.

Which may account why 38 of the more than 50 Super

With so many advertisers pre-releasing their ads

Bowl commercials were online with sneak peaks, the actual spots, extended versions and additional content such as the making off weeks before the

online, could America’s largest sporting event – once the biggest day of the year for the advertising industry – be relegated in also-ran to social media in

character making her debut topped the

the coming years?

Best Friend’ rounding out the top 5 spots.

Giants and the Patriots clashed in Indianapolis.

adobomagazine

March - April 2012

#10 – made the top 10 most effective ads

March - April 2012

of the game. M&M’s ‘Just my Shell’ with the Ms Brown poll and Doritos’ ‘Sling Baby’ and ‘Man’s

adobomagazine

orena was ten years old.

She lived in the slums. The houses in their neighborhood were usually small and made of cardboard, junk, campaign banners (with grinning faces of stout politicians), advertising posters (with pictures of goods they can barely afford), and craps of old yero and old plywood. Sometimes the shacks were colorful; sometimes they were drab.

Lorena Bumbilya Colored pencils + Book design

Project Duration 2 weeks, 1Q 2011

One of our projects for Illustration class (under Dr. Wilford Almoro) wherein we had to depict the tragic story of a girl named Lorena using our own illustration style. Here you can see the type of pencil work I am comfortable with.

ILLUSTRATION

Illustration

HOY.

Kamusta?

Typographical posters

Typographical illustrations

Project duration 1 week, 1Q 2012

Client Kamusta? Magazine Target Release January 2013 Watch out for this soon!

This typographical arrangement was done as an activity in my Philippine Design class wherein we were taskec to create posters that would effectively help save the country from an environmental standpoint. Using the type, color palette and certain visual elements, I tried to convey a sense of urgency for the people to shape up and clean up their grime.

This is an illustration I did for Kamusta? magazine, an online publication in collaboration with some of my colleagues from the Ateneo. Itâ&#x20AC;&#x2122;s a magazine which hopes to bring the genuine Filipino experience to its readers.

b Maraming namatay

sa maling akala.

Opisyal na kalahok sa 2012 Metro Manila Film Festival

Huwag kang matakot. CESAR

ang mabuting multo

Illustration

Mock Philippine mythology movie posters Poster + Character design Opisyal na kalahok sa 2012 Metro Manila Film Festival

mula sa mga gumawa ng RPG Metanoia

Ti’anak ang unang yugto Disyembre 2012

Opisyal na kalahok sa 2012 Metro Manila Film Festival

ERIK MATTI

Disyembre

Hay nako Juan wala ka na talagang ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan

mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa ibang ginawa kundi humilata

Inihahandog ng Star Cinema

riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw

walang ginawa kundi humilata dyan sa labas! Ni hindi mo nga nilalabhan yang damit mo! Ang baho baho na! Kami

Ge r a ld A n de r son

pa nagliligpit ng lahat ng kalat mo! Hay nako Juan beinte sais ka na! Hindi ka na dapat ginaganyan! Ano’ng mangyayari sa’yo pag wala na kami dito para mag-alaga sa iyo? Ha? Magugutom ka! Eh wala kang alam gawin! Hindi ka

TAMAAAAAAAAAAAD!

maruning magsaka. Hindi ka marunong magluto. Ni hindi ka nga marunong maglagay ng pagkain sa sarili mong plato! Gusto mo sinusubuan ka pa! Diyos ko po, Juan. Hindi ko na talaga alam ang gagawin ko sa iyo. Pangisi ngisi

ka pa dyan. Nakikinig ka ba?! At saka ano ba iyang nasa bibig mo? Toothpic? Kadiri! Sa araw araw na ginawa nig Diyos yan ang nasa bibig mo pag di ka sinusubuan. Hay, sana lang isa kang kung anong henyo para hindi ka na

namin kailangan pang alagaan.Hay nako Juan wala ka na talagang ibang ginawa kundi humilata riyan! Bakit ba

ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa

Opisyal na kalahok sa 2012 Metro Manila Film Festival

Saksihan ang simula ng alamat.

Noong kami’y bata pa

ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa

kundi mag-araro sa bukid! Ikaw walang ginawa kundi humilata dyan sa labas! Ni hindi mo nga nilalabhan yang

Sa direksyon ni

damit mo! Ang baho baho na! Kami pa nagliligpit ng lahat ng kalat mo! Hay nako Juan beinte sais ka na! Hindi ka

Brillante Mendoza

na dapat ginaganyan! Ano’ng mangyayari sa’yo pag wala na kami dito para mag-alaga sa iyo? Ha? Magugutom ka! Eh wala kang alam gawin! Hindi ka maruning magsaka. Hindi ka marunong magluto. Ni hindi ka nga marunong Opisyal na

Handog ng Regal

Sa direksyon ni

kalahok maglagay ng pagkain sasasarili mong plato! Gusto mo sinusubuan ka pa! Diyos ko po, Juan. Hindi ko na talaga alam

Bb. Joyce Bernal Kadiri! Sa araw araw na ginawa nig Diyos yan ang nasa bibig mo pag di ka sinusubuan. Hay, sana lang isa kang

VIVA FILMS proudly present an ERIK MATTI film

Disyembre 2012

2012 Metro ang gagawin ko sa iyo.Film Pangisi ngisi ka pa dyan. Nakikinig ka ba?! At saka ano ba iyang nasa bibig mo? Toothpic? Manila Festival

kung anong henyo para hindi ka na namin kailangan pang alagaan.Hay nako Juan wala ka na talagang ibang ginawa

starring RHIAN RAMOS ANNE CURTIS MO TWISTER SHALALA written by VILMA SANTOS edited by NORA AUNOR directed by ERIK MATTI

kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro

sa bukid! Ikaw walang ginawa ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa kundi humilata dyan sa labas! Ni

hindi mo nga nilalabhan yang damit mo! Ang baho baho na! Kami pa nagliligpit ng lahat ng kalat mo! Hay nako Juan beinte sais ka na! Hindi ka na dapat ginaganyan! Ano’ng mangyayari sa’yo pag wala na kami dito para mag-alaga sa iyo? Ha? Magugutom ka! Eh wala kang alam gawin! Hiplato! Gusto mo sinusubuan ka pa! Diyos ko po, Juan. Hindi ko na talaga alam ang gagawin ko sa iyo. Pangisi ngisi ka pa dyan. Nakikinig ka ba?! At saka ano ba iyang nasa bibig

mo? Toothpic? Kadiri! Sa araw araw na ginawa nig Diyos yan ang nasa bibig mo pag di ka sinusubuan. Hay, sana

lang isa kang kung anong henyo para hindi ka na namin kailangan pang alagaan.Hay nako Juan wala ka na talagang

ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa

On this page (clockwise) Aswang, Malakas at Maganda, Juan Tamad, Tiyanak Opposite page Dyesebel

These posters are part of my requirements in my Philippine Design class. The teacher asked us to create posters for certain Filipino mythologies.

Project duration 1 week, 3Q 2011

Rory Williams

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Rosalind Resnick It’s never a wrong time to redecorate.

This may not be the economic moment to overhaul your home with a big-ticket, floor-toceiling remodel, but don’t let that fact stifle your enthusiasm or squelch your creativity. Make just a few seemingly small changes and rooms will suddenly seem richly reinvigorated. Consider this your decor stimulus package. Flaunt a Frame Add oomph to a side table with an attention-getting frame, like this Moroccan-style piece in an intense shade of orange. $31, Two’s Company. With its graceful curves, this green glass vase looks smart with or without blossoms. $14, West Elm.

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Powerful Pillows Energize a straightforward sofa with bold cushions: an island-floral, linen-cotton pillow cover and a sophisticated, olive green suede rectangle. Flower cover, $29, Pottery Barn. Green pillow, $25, CB2. Keep It Cozy Perfect for cozying up a couch, this snuggly chenille throw in a silvery jade measures a nap-worthy six feet long. $30, Studio JCP Home.

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Proposed rebrand and website This was my final project for my Information Architecture class. I was given the task to usher in Summit media into the digital age. I came up with the idea of creating a website with a customizable article feed and a social networking function.

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Kamusta? Proposed web design

Client Kamusta? Magazine Target Release January 2013

Kamusta?

ISSUE 01 / AUGUS T 2012

Revisiting Manila

first wrote about the streets of Manila five years

Related Topics

ago. It was for an essaycompetition, the topic being where we’d take a foreigner if he only had

a day to spend in the Philippines. Back then, I felt—as I still do—that our tourism industry was on hyping the

by Cristina Tantengco

same beaches over and over again, creating this myth

relax and sip buko juice all day.

that we’re a perfect pristine paradise where you come to

Posted on July 3, 2012, 15:44 EST

As a girl raised in Metro Manila, I’d watch tourism

Top 10 Fattening Food Pero tota quate officia is exersped mo bero eum rerum quodita turerum faccae dolorererem voluptatur aut adis dolo offici beatiostrum as alit as velit,Caboremquo.

The Bagac Windmill Farms Pero tota quate officia is exersped mo bero eum rerum quodita turerum faccae dolorererem voluptatur aut adis dolo offici beatiostrum as alit as velit,Caboremquo.

videos and think, wherewas the poverty I saw every day? Where was the traffic smog? Why was life in the city (and by city, I mean some place other than the fancy part of Makati) treated like something to be ashamed of? It felt like a lie. Screw the beaches, thought the sixteenyear-old me. I’m taking him to Manila.

iii

Busy market vendors peddling their wares on the streets of quiapo, manila.

In this Issue

Walk this way! Pero tota quate officia is exersped mo bero eum rerum quodita turerum faccae dolorererem voluptatur aut adis dolo offici beatiostrum as alit as velit,Caboremquo.

And so I wrote an essay crammed with details of Manila’s street food,

Mount Pulag

churches, and historical buildings. It was

Pero tota quate officia is exersped mo bero eum rerum quodita turerum faccae dolorererem voluptatur aut adis dolo offici beatiostrum as alit as velit,Caboremquo.

a place where old meets new, I said, not to mention a place that’s simultaneously a center of devotion Roman Catholics and a haven for fortunetellers and tarot readers.

This is the first web draft I did for Kamusta? magazine, an online publication in collaboration with some of my colleagues from the Ateneo. It’s a magazine which hopes to bring the genuine Filipino experience to its readers.

c d

BRANDING PROJECT

Kaingin rebranding Logo Variations

Kaingin

Social Justice Through Education

Rebranding campaign Centered around its long-term mantra of â&#x20AC;&#x153;Social Justice through Educationâ&#x20AC;?, Kaingin (a non-profit student group which teaches Marikina kids on weekends) undergone a rebranding process the past two years to erase any misleading notions about its name and to promote its vision not just to the whole Ateneo de Manila University but to its areas as well.

Kaingin Social Justice Through Education

Refined brand to be released on Kaingin Week 2013

Provisionary logo for SY 2011-12 Branding collaterals Organization promotions (see Promotions) Org shirt Newsletter

! see page 11

Branding

Ateneo Fine Arts

Figaro

Proposed brand guidelines

Proposed rebranding campaign

introduction

logo original

mesh

C 91 M 65 Y0 K0

R4 G 96 B 183

C 100 R 18 M 89 G 54 Y 28 B 114 K 14

C0 R 255 M 28 G 188 Y 100 B 0 K0

C 22 M 51 Y 100 K5

# 0460B7

# 123672

# FFBC00

# C18100

C 73 M 31 Y0 K0

C 87 M 67 Y 14 K2

C0 M 18 Y 73 K0

C 11 M 35 Y 83 K0

R 48 G 148 B 216

# 3094D8

Brand Guidelines

In collaboration with Madi Vilela Ionne Ocampo Trina Khio Stitch Sison

BRAND identity elements

Project duration 1 month, 3Q 2010 original mesh

Proper signature variations Signature sizes

Arya Herrera Bardo Wu Bibo Reyes Justin Convento

C 100 R 18 M 89 G 54 Y 28 B 114 K 14

C0 R 255 M 28 G 188 Y 100 B 0 K0

# 0460B7

# 123672

# FFBC00

# C18100

C 73 M 31 Y0 K0

C 87 M 67 Y 14 K2

C0 M 18 Y 73 K0

C 11 M 35 Y 83 K0

C 91 M 65 Y0 K0

R4 G 96 B 183

R 48 G 148 B 216

# 3094D8

# 365E99

R 205 G 299 B 95

# FFD15F

R 226 G 168 B 73

# E2A849

A project for Graphic Design class in my junior year wherein we were tasked to individually pick an existing brand and reposition it. I chose Figaro coffee and rebranded it to cater more to a younger audience.

Client Ateneo de Manila University Fine Arts Program

A class project wherein 3rd year students (separated in groups of 8) were tasked to create a brand manual for the Ateneo Fine Arts Program. I was in charge in laying out most of the collaterals.

R 54 G 94 B 153

# 365E99

R 205 G 299 B 95

# FFD15F

Client Figaro coffee company Project duration 1 month, 3Q 2010

COFFEE is the

second most traded

commodity

in the

world. (oil is the first)

C 22 M 51 Y 100 K5

R 226 G 168 B 73

coffee company

# E2A849

you know coffee.

Clear space Complete signature Incorrect use of brand elements

Brand Guidelines

PROMOS

Kaingin ‘11 - ‘12 Promotional materials As the promotions deputy of Kaingin (a non-profit student group which teaches Marikina kids on weekends), I created promotional material that are centered around its long-term mantra of “Social Justice through Education”, The new brand of romos are quick and straight to the point, giving the organization a stronger and more prominent voice on campus.

Babad August 6

8-12 nn

Kaingin Dos

1-5 pm Marikina Heights

Position Held Promotions deputy (2010 - 12) Big Event and Babad promos in collaboration with Sean Ponce

Immerse yourself.

Promotions

Ateneo Women’s Week 2010

Angles

Women’s rights talk poster

Father Ben through the eyes of The GUIDON

I volunteered to design some promotional material for the Ateneo Women’s Week 2010. Shown right is a poster for a Women’s Rights talk.

Client Ateneo Women’s Week 2010 Project duration 1 week, 1Q 2010

. e t a D e h t e Sav Feb 28, 2010 s please For more detail

te at visit our websi

nsweek.com e m o w o e n te .a www

This poster is for an exhibit The GUIDON held to celebrate then outgoing Ateneo president Fr. Bienvenido Nebres, S.J. The designs particularly reflected his background in mathematics as well as his being a true blue Atenean.

Client The GUIDON + Fr. Ben Nebres, S.J. Project duration 2 weeks, 1Q 2011

ANGLES Fr. Ben through the eyes of The GUIDON March 14, 2011 MVP Basement angles.theguidon.com

Promotions

The Grace of Space

Loyola Schools Awards for Leadership and Service 2012

ADMU Philosophy dept. event promo

Promotional material in coordination with ADSA

ATE N E O DE M A N I L A U N I VE RS I TY

H e r a l d i n g H o p e a n d Tr a n s fo r m a t i o n

THE LOYOLA SCHOOLS AWARDS FOR LEADERSHIP AND SERVICE and The LS Awards for Sports | The Ascend Awards Awarding Ceremony Ricardo and Dr. Rosita Leong Hall Auditorium March 5, 2012

This poster is for an event to celebrate Philosophy professor Dr. Leo Garcia. The design brief included making the poster look like a certain Lao-style painting, Lao being one of Dr. Garcia’s favorite artists.

THE LOYOLA SCHOOLS AWARDS FOR LEADERSHIP AND SERVICE

THE ASCEND AWARDS

Finalists

Timothy Andrew E. Salera IV AB DS

Careen Dominica O. Badong Kyla Nicole P. Fabian Justin Jannel T. Chua Katrina Isabela G. Mora The Philippine DepEd recently adopted the “Face to Faith” program of former British IV AB EUMinister Tony Blair, a program that involves interfaith dialogue as part of the Prime “May rain and of sunstudents. be least of ourisworries. Throughto Tarella, trash and poverty. social the education This in response the eliminate growing recognition of the need Together let usdialogue protect the community. ” of different faiths to assuage the tensions that may of interfaith among peoples be caused by discrimination between Muslims and Christians in the Philippines through establishing peace and solidarity withinand interfaith Deemed central tostorms these With the increasing pollution, poverty recent communities. calamities due to the continuous efforts is interfaith youth. This thesisofattempts to unravel and nuances of that enter the Philippines. A group four students who the are motivations currently taking up a class participation an interfaith setting: the Christian YouthStrategies for Peace decided and Development on European in Business Environment andMuslim European Marketing to create (MCYPD), an interfaith partnershipweather with theaccessories Peacemakers’ Duck and Cover, which isyouth a line organization of reliable andinoutstanding madeCircle. from Using a qualitative methodology with the use interviews, the studya asks: What are upcycled plastic bags, that aims to engage theofcommunity intocase creating better society the motivations for the MCYPD thebenefit discussion on religion one by of through the its partnership with youth Gawadinvolvement? Kalinga. This Iswill the GK community them? Andboth as aasub-question, how are the youth of in business the MCYPD able to participate in their providing livelihood program and a series management training seminars locality? that can help them establish their own businesses in the future.

Heralding Hope and Transformation

The ASCEND Awards honor those exemplars from the different schools who successfully marry the need for the development of personal competencies and discipline mastery with the commitment to address the real needs of the country through their profession. These research papers and projects actualize the University President’s call to engage the community while contributing to national development as a venue for disciplinary mastery --- contributing to the creation of inclusive, empowering and sustainable economic development, political institutions, and/or culture and communities.

Project duration 1 week, 1Q 2011 Awarding Ceremony Ricardo & Dr. Rosita Leong Hall Auditorium March 5, 2012

Youth Participation in Interfaith Cooperation Circles School of Social Sciences A Case Study of the Muslim-Christian Youth for Peace and Development (MCYPD) Duck and Cover: Tarella

and The LS Awards for Sports | The Ascend Awards | The COA Awards

Client Ateneo Philo Dept.

THE ASCEND AWARDS

What motivates participation in is this is of mainly thatithave Tarella or tagpi-tagping umbrella theorganization first product Duckthe andrelationships Cover. Though will been formed, andclassic discussion religionDuck is important only insofar as they help the youth be similar to the cane on umbrella, and Cover improves it by adapting a recent members befriend of the other strengthen faith and maintain interpersonal innovation together the withmembers new designs to further its frame smooth and enhance its utility. relations with of double-canopy other faiths. It isumbrella further argued, as drawn the research that Tarella will be adherents utilizing the frame, the use offrom upcycled plastic bags more given to ‘living merely of cooperation’ in for theemphasis canopiesshould and the addition ofdialogue’ reflectivethan PVC tapesthe on‘dialogue the handle and on top of locating the impetus for participation. the umbrella. The upcycled plastic bag, as mentioned earlier, makes Tarella ecological and inexpensive but its benefits do not stop here. The used plastic bags enable its user to dry view of all these, the this use paper to the literature on interfaith it In right away through of thus a rag.hopes Gone to arecontribute the days wherein people have to leave youthumbrellas groups inoutside the Philippines as well as on the case studies of youthwith and its participation their their offices, libraries, or other establishments quick dry especially considering lack Since of research on interfaith communities in plastic, Luzon. it Further, characteristic. There is amore. the double-canopies are made from makes this the study hopes to With provide a better ofunderstanding the relationships youths of umbrella lighter. an addition reflective PVCoftapes in the handle between and around the tip different faiths the which aid in against buildingaccidents communities of understanding and might be cap, it provides usermay protection that may occur at night through added instructive in understanding motivations for just interfaith efforts. visibility. These innovations make Tarella not any other ordinary umbrella. Furthermore, based on the results of the survey conducted, Tarella captures the interest of the target market.

This is a project I did in coordination with the office of the Associate Dean of Student Affairs (ADSA) as representative of The GUIDON. I followed the Ateneo de Manila University Brand Guidelines for this project.

Project duration 2 weeks, 1Q 2012 Deliverables Tarpaulin + souvenir booklet

Promotions

Kaingin Week 2012 Promotional materials

Here are some promotional materials for the Kaingin Week 2012, the biggest project of the organizational year.

Film Viewing â&#x20AC;&#x153;Coach Carterâ&#x20AC;? SocSci Conference Rooms 3/4 430 - 600 pm

Collaterals Print and online promotions Project duration 2 weeks, 1Q 2012

THESIS

ahon Information Design seniorâ&#x20AC;&#x2122;s thesis ahon is a comprehensive floodrelated disaster reaction plan designed to cater to a citywide scope. It contains information and materials that would help people better prepare for, deal with, and recover from floodrelated calamities.

Zone B Evacuation Center SM Marikina

(left) Maps for every home. Every household should be given a zonal map wherein the members of the family can point out the shortest route from their home (which they will plot on the map) to the nearest evacuation center (marked by a house icon).

Ruta:

Thesis

ahon

(above) Street signs which would help direct traffic directly to the assigned evacuation center.

Mga dapat gawin kapag bumaha.

“ NOBODY

HELPED US.

PROJECT BACKGROUND/ HISTORY

The Philippines is a country constantly bombarded by tropical storms and low-pressure areas, bringing about a constant barrage of rainfall to the country especially

4,064 mm

during the latter half of the year. According to PAGASA, Rainfall ranges from 965 to 4,064

NO AUTHORITIES (DURING) DAYTIME AND DURING THE WHOLE NIGHT. We had no electricity at all.

millimeters per year. Baguio, eastern Samar and eastern Surigao receive the most amount of rainfall while the southern part of Cotabato receives the least amount of rain [1]. Metro Manila, on average, receives 2,201 mm of rain annually [2] which means that it is one of the more affected regions in the country.

BIGLAAN.” 2,201 mm

Mrs. Rosie Bataan Resident Provident Villages, Marikina City On her Ondoy (2009) experience

ahon

965 mm

Information Design senior’s thesis documentation

Inihanda para sa zone B Evac Center - SM Marikina City Hall - (02) 646 - 2360

Zone B SM Marikina

Shown here are some of the pages of the documentation book which I produced to accompany the thesis.

Nakadepende na sa gagamit ng mapa kung papaano niya mamarkahan ang pinakamaigsing distansya mula sa kaniyang tinitirhan patungo sa evacuation center. Sa bawat kanto, may nakapaskil na street signs na kasing kulay ng evacuation center sa mapa. Sundin ang mga ito, at huwag nang pansinin ang mga normal na street signs. Sundan ang kulay patungo sa evacuation center.

ahon

I believe that this project is relevant

Bawat pamilya ay bibigyan ng mapa na katulad nang nasa kaliwa.

(above and right) Some pages of the instructional booklet which accompanies the maps.

ahon

OVERALL PROJECT OBJECTIVES

This project’s main goal is to arm the user with knowledge that would

in our situation considering that

help them prevent getting into more complicated situations. ahon aims

there have been a sizable number of

to solve the problem of panic induced by the sudden strike of flooding

flood-related casualties these past

in the area by informing the user of certain variables that would help

few years, not including people who

him/her better anticipate the floods, gather necessary belongings, and

were injured and properties that

ultimately assure the safety of everyone in the area by getting them

were destroyed.

is always “ Prevention better than cure,

someplace safer. The project’s effectiveness is heavily based on research on safety

RESOURCES

methods, first aid, lifestyle studies, and a history of typhoons in the Philippines, specifically in the Metropolitan Manila area. I would have to try to contact PAGASA regarding some statistics and also as to what their protocol is when extreme flooding happens in an area. I also need

as the popular adage says.

to contact the Marikina City Hall regarding their protocol on said matter. Also, having a specific market in mind, I would also have to interview PHILOSOPHY/ AESTHETIC THEORY

The logic behind the design solutions was inspired by an ID senior’s

people living in regularly flooded areas like Marikina and surrounding

thesis project that I saw almost 2 years ago. The project featured a first

areas to see as to what they do when worse comes to worst and what they

aid kit that was specifically designed for the injured person himself,

think of the governing body’s efforts to keep them all safe. I will also be doing library work to look for reference books regarding

with the thinking that he might not have enough time to wait for help to arrive. Some calamity survival guides do exist already, but I want

safety planning and disaster management. I will also be looking into

to make it a point that the project and the subsequent products that

some design books to help me figure out the best medium I can use to carry out the project.

come from it have their distinct visual characteristic -- simplicity. It’s reasonable to think that when undergoing calamity, elaborate designs are the last things on our minds. That’s why the project’s visual identity

SCOPE AND LIMITATIONS

will be minimal, simple, and effective. SCOPE

The expected output of this project would consist of mostly productbased information design in the form of packaging, print, and installation designs.

(1) http://kidlat.pagasa.dost.gov.ph/cab/climate.htm

date accessed: Sept 1, 2011

(2) http://www.worldweather.org/021/c00092.htm

date accessed: Sept. 1, 2011