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HELLO! BRANDING EDITORIAL ILLUSTRATION ARTWORK PHOTOGRAPHY PRODUCT
07 VISION, MISSION, VALUES & GOALS 09
11 EVOLUTION OF A MONOGRAM 13 / GRAPHIC IDENTITIETS 19 / BRANDING PROJECTS 25
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118 / DIDOQUE 127 / ARTWORK
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151
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89 91 / TRADITIONAL 97 / DIGITAL
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I
am a Graphic designer from Mexico City and studied at Facultad del Hábitat,
Universidad Autónoma de San Luis Potosí, in the central state of México, San Luis Potosí, from
August 1995 to December 2000. Back there, under the
Bauhaus and Gestalt schools design foundations I learned how to achieve the maximum synthesis of the message to create, clear and blunt graphic solutions
for
between
the
every
problem.
traditional
The
school
knowledge,
offered
t h e o r y,
me
a
good
techniques
balance and
the
technological advances of that time. Over the years, the need and eager for improvement has lead me to study specific areas of the graphic design field;
in 2007 I studied a Postgraduate course in Editorial Projects at
Elisava Escola Superior de Disseny, Barcelona Spain. Afterwards in the city of San Luis Potosí, under the program of the National
on
Arts Criticism, focusing on Contemporary Arts. I also studied an Editorial
Illustration short course at Central Saint Martins Design College, in London U.K. In November 2012 moved to Milano Italy to start a master in Brand Design at Istituto Europeo di Design.
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Council for Arts and Culture of Mexico CONACULTA, I studied a diploma course
I
n 1998 before fin ishing u n ive rsit y st u d ie s I sta rte d wo rk in g a s a
f reel an ce
design er,
l abour
wh ich
u n t il
n ow ,
I
h a ve
not
in te rru p te d .
Although, I have also worked for different companies of diverse sectors; government, finance, education, private design bureaus and small and medium companies. From 2004 to 2006 I worked for the Treasury Bureau of the Government of San Luis PotosĂ and was a creative director of the Design and Image department. One of the major tasks of this department was to publish bimonthly a printed and online magazine of the Treasury Bureau and their activities. The magazine mainly covers financial topics but the aim is to have a wide general target, so articles about culture, national and regional activities are also included and always related to the main financial topic and interest. I was entitled to “dressâ€? the messages and the arid articles, design the covers, and illustrate the 8
magazine. After
my
p ro f fe ss i o n a l
ex a m
and
obtaining
my
d e g re e
in
Graphic
D e s i g n i n 2 0 0 1 , I m ove d t o t h e n o r t h e r n c i t y o f M o n t e r re y M ex i co , and
worked
one year for Yspania, Design Bureau, now Cadena+Asoc.
My work as a freelance graphic designer has been wide and diverse; f ro m s m a l l i n c i p i e n t b u s i n e ss e s t o l a rg e e s t a b l i s h e d co m p a n i e s ; from restaurants to minery equipments companies.
From 2006-2007 I worked as a freelance designer in London U.K., having different clients like Mexicali a London based chain restaurant, bars and private clients. In 2007 I started creating a series of artwork pieces, in which I integrated my love for typography, design, experimentation and digital illustration.
VISION I think of myself as a messages deliverer
more than a graphic designer. Messages should go and do their thing in great outfits that will help to achieve their goals. An inner need to communicate and the need of others to do it.
MISSION Use graphic communication and my
personal vision as a filter and incorporate a collective vision of Mexico and drag it into the XXI Century. Mexico needs to turn it’s
order to become a better country
VALUES Love and commitment to communication,
design and hard work. Function over form.
GOALS An everyday increasing huge list.
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face to the outer world and embrace other visions in
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“OUR SEARCH & CONSTRUCTION OF IDENTITY, MIGHT BE OUR ULTIMATE LIFETIME WORK & SEARCH .” _ Designer
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Tezcatlipoca (God of war) and Quetzalc贸atl, Codex Borbonicus.
S
ince 1998 I defined my graphic work and with a monogram, formed by the two
first letters of my name and last name. Since then, it has gone through a lot of stages; from a simple and insipid monogram to a more introverted figure, a squared “night table” shape-like symbol, to a buckle; all of them just avatars of the same monogram. This graphic identity had to evolve and it had to contain a strong idea of communication, a sense of belonging or idiosyncrasy, and it also had to contain my re-used monogram.
The nahua swirl in its most general and simple perception, resounds in the
th e
mex ican
m in d
p re - c o l u m b i a n
as
the
nahuas*
sym b o l the
of
meaning
language. of
the
N eve rt h e le ss, swirl
was
fo r
beyond
first sound and the spirit o f m a n k in d . B e fo re t h e p h ysica l fo rm o f mankind, the spirit, the image and the word were born first.
The myth of the primal silence Patrick m ex i ca n
Johansson
K.
n a t u ra l i z e d
french and
a
researcher nahuatl
from
the
p ro fe ss o r,
University talks
in
of
his
Paris, a r t i c le
“The image in the nahua codexes: semiological considerations”, about the appearance of the nahua swirl as a formal product. And in the “Legend of the suns” where it’s described the creation of mankind by the gods; Quetzalcoatl asks Mictlantecuhtli, the lord of the darkness, for the bones of the formal men who couldn’t be created properly, and in order to try create them again. Mictlantecuhtli agrees but
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th is. It was the represen ta t io n o f t h e b e g in n in g o f l ife , b re a t h , t h e
first he conditions Quetzalcóatl to blow his seashell and orders some maggots to pierce the shell, this way, bumblebees and wasps would fly inside the shell making it sound, while Quetzalcóatl spins his shell four times around a jade stone disc of Mictlantecuhtli. This hyerogamic story ends with Quetzalcóatl blowing the seashell, tearing apart the darkness, producing the primal sounding light. Quetzalcoatl’s breath (masculine) penetrates the spiral of the shell (feminine) and Mictlantecuhtli listens to it (quihualcac, which literally means “to make enter”). From the emitter Quetzalcóatl to the receptor, Mictlantecuhtli, the musical breath of the seashell fertilizes the silence of death to establish, the culture (Johansson, 2001).
Of the entities that form the human being, it first appears the spirit, “in ihiyotl, in tlahtolli, in tlahcuilolli” (the breath, the word, the image; the indigenous spirit). Creation of mankind is above all, the result of 16
fertilization of the lethal silence by the sound of a seashell (Johansson, 2001). Ihiyotl (the spirit), tlahtolli (the word), cuicatl (the song), all are represented by the swirl, graphical form of the penetration of the masculine breath into a feminine seashell (Johansson, 2001).
The different ways the swirl is represented, determine specific senses; when the characters don’t speak nahuatl, the swirl is depicted with dots in its inside, to refer they speak “sandy”. The act of singing or the speech, wether it’s sacred or not, swirls are alternated respectively to the left and the right, or a flower is painted over the swirl to refer a sacred chant and sometimes oriented to the sky.
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Codex Borbonicus.
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GRAPHIC IDENTITIES
Restaurant
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01 02
Storage company
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Restaurant 04
BRANDING_ GRAPHIC IDENTITIES 21
Architect
Mini super-market
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Online Flash Film Festival
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Pop-up restaurant
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BRANDING_ GRAPHIC IDENTITIES
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Rehabilitation clinic
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BRANDING PROJECTS
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ARODY SÁNCHEZ PHOTOGRAPHER & GRAPHIC DESIGNER Concept, pay-off, graphic identity and applications. México, 2010. Right page top, process and sketch, bottom first proposals.
BRANDING_ PROJECTS 27
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This page: final emblem, logotype and monogram. Below, symbol. Next page: Dynamic identity defined by parts of the symbol. Each part is for the three areas covered by the photographer.
BRANDING_ PROJECTS 29
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Patterns for applications. Next page, CD labels and envelopes.
BRANDING_ PROJECTS
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MAGAZINE ADVERTISINGS Matchbox Magazine and
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MEXICALI, RESTAURANT & TAKE-AWAY, LONDON U.K RE-BRANDING PROJECT 2007 Renewal of concept and design for magazine advertisings, flyers, menu boards, posters and artwork.
BRANDING_ PROJECTS
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MAGAZINE ADVERTISINGS GROVE & MATCHBOX Magazines, London U.K.
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FAST &
FRESH £ 5.50
Meal Deal
WRAPS
BURRITOS £ 5.20
Rolled flour tortilla with fresh tomato salsa, shredded lettuce, pinto beans, rice and cheese.
QUESADILLAS
Chicken Taquitos Crispy rolled corn tortillas filled with chicken served on shredded lettuce topped with fres tomato salsa, sour cream and chipotle sauce.
£ 5.00 Add Guacamole + 50p
Add Guacamole + 50p Add Sour cream + 30p
Toasted flour tortilla filled with melting cheese and topped with fresh tomato salsa, spicy japlapeño carrots and sour cream.
£ 5.20
Breakfast Burrito Scrambled eggs, bacon and cheese rolled up in a flour tortilla with fresh tomato salsa.
£ 5.20 Add Guacamole + 50p
Add Guacamole + 50p
Beef & Horseradish Wrap
TACOS White corn tortillas filled with melting cheese topped with fresh tomato salsa, sour cream, chipotle sauce and fresh lime on lettuce.
£ 5.20
Add Guacamole + 50p
Chicken Ceasar Wrap
£ 5.20
Chunks of chicken tossed with creamy ceasar dressing rolled with fresh tomato, cucumber and olives in a spinach wrap.
NACHOS £ 5.20
Nacho chips topped with melting cheese, pinto beans, fresh tomato salsa and spicy jalapeño carrots.
BLT Club Wrap
TACO SALADS
£ 5.20
Beef with creamy wasabi horseradish dressing, fresh tomato, cucumber and shredded lettuce, rolled in a spinach wrap.
Add Guacamole + 50p Add Sour cream + 30p
Tossed with lettuce, nacho chips, fresh tomato salsa and topped with sour cream, beans, spicy jalapeño carrots, cucumber and lime.
£ 5.20
£ 5.20
Honey smoked bacon, chicken, tomato and lettuce with creamy mayo dressing.
Bikini Salad Wrap
£ 5.20
Roasted vegetables rolled up with shredded lettuce, salsa, cucumber and mayo dressing. Add Guacamole + 50p
TORTILLA SOUP Rich chicken soup poured over crisp corn tortillas topped with avocado, feta cheese, sour cream and cilantro.
Menu Deal Board
£ 4.50
Chips Salsa & Guacamole Nacho chips with tomato salsa and guacamole.
£ 3.70
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Beef & Wrap Beef &Horseradish Wrap Beef &Horseradish Wrap Beef Beef &Horseradish &Horseradish Horseradish Wrap Wrap Beef with creamy wasabi horseradish dressing, Beef with creamy wasabi horseradish dressing, Beef with creamy wasabi horseradish dressing, Beef Beef with with creamy creamy wasabi wasabi horseradish horseradish dressing, dressing, fresh tomato, cucumber and shredded lettuce, fresh tomato, cucumber and shredded lettuce, fresh tomato, cucumber and shredded lettuce, fresh fresh tomato, tomato, cucumber cucumber and and shredded shredded lettuce, lettuce, rolled inrolled wrap. rolled inainspinach ainaspinach wrap. rolled a spinach wrap. rolled in spinach a spinach wrap. wrap.
Chicken Ceasar Wrap Chicken Ceasar Wrap Chicken Ceasar Wrap Chicken Chicken Ceasar Ceasar Wrap Wrap Chunks ofofchicken tossed with creamy ceasar Chunks tossed with creamy ceasar Chunks ofchicken chicken tossed with creamy ceasar Chunks Chunks ofchicken of chicken tossed tossed with with creamy creamy ceasar ceasar dressing rolled with fresh tomato, cucumber dressing rolled with fresh tomato, cucumber dressing rolled with fresh tomato, cucumber dressing dressing rolled rolled with with fresh fresh tomato, tomato, cucumber cucumber and olives inolives wrap. and olives inainspinach ainaspinach wrap. and olives a spinach wrap. and and olives in spinach a spinach wrap. wrap.
BLT Club Wrap BLT Club Wrap BLT Club Wrap BLT BLT Club Club Wrap Wrap Honey smoked bacon, chicken, tomato Honey smoked bacon, chicken, tomato Honey smoked bacon, chicken, tomato Honey Honey smoked smoked bacon, bacon, chicken, chicken, tomato tomato and lettuce with creamy mayo dressing. and lettuce with creamy mayo dressing. and lettuce with creamy mayo dressing. and and lettuce lettuce with with creamy creamy mayo mayo dressing. dressing.
Bikini Salad Wrap Bikini Salad Wrap Bikini Salad Wrap Bikini Bikini Salad Salad Wrap Wrap Roasted vegetables rolled up shredded Roasted vegetables rolled upwith shredded Roasted vegetables rolled upwith with shredded Roasted Roasted vegetables vegetables rolled rolled upwith up with shredded shredded lettuce, salsa, cucumber and mayo dressing. lettuce, salsa, cucumber and mayo dressing. lettuce, salsa, cucumber and mayo dressing. lettuce, lettuce, salsa, salsa, cucumber cucumber and and mayo mayo dressing. dressing.
££5.20 £5.20 £5.20 £5.20 5.20
Chicken Taquitos Chicken Taquitos Chicken Taquitos Chicken Chicken Taquitos Taquitos
££5.00 £5.00 £5.00 £5.00 5.00
Crispy rolled corn tortillas filled with chicken served on Crispy rolled corn tortillas filled with chicken served onshredded Crispy rolled corn tortillas filled with chicken served onshredded shredded Crispy Crispy rolled rolled corn corn tortillas tortillas filled filled with with chicken chicken served served onshredded on shredded lettuce topped with fresh tomato salsa, sour cream and chipotle sauce. lettuce topped with fresh tomato salsa, sour cream and chipotle sauce. lettuce topped with fresh tomato salsa, sour cream and chipotle sauce. lettuce lettuce topped topped with with fresh fresh tomato tomato salsa, salsa, sour sour cream cream and and chipotle chipotle sauce. sauce.
TTACOS TACOS TACOS TACOS ACOS
££5.20 £5.20 £5.20 £5.20 5.20
White corn tortillas filled with melting cheese topped with fresh White corn tortillas filled with melting cheese topped with fresh White corn tortillas filled with melting cheese topped with fresh White White corn corn tortillas tortillas filled filled with with melting melting cheese cheese topped topped with with fresh fresh tomato salsa, sour cream, chipotle sauce and fresh lime on lettuce. tomato salsa, sour cream, chipotle sauce and fresh lime on tomato salsa, sour cream, chipotle sauce and fresh lime onlettuce. lettuce. tomato tomato salsa, salsa, sour sour cream, cream, chipotle chipotle sauce sauce and and fresh fresh lime lime onlettuce. on lettuce.
Beef Veg Beef Chicken Pork Garden Veg Beef Chicken Pork Garden Veg Beef Beef Chicken Chicken ChickenPork Pork Pork Garden Garden Garden Veg Veg
BBURRITOS BURRITOS BURRITOS BURRITOS URRITOS
££5.20 £5.20 £5.20 £5.20 5.20
Breakfast Burrito Breakfast Burrito Breakfast Burrito Breakfast Breakfast Burrito Burrito Scrambled eggs, bacon and cheese rolled Scrambled eggs, bacon and cheese rolled Scrambled eggs, bacon and cheese rolled Scrambled Scrambled eggs, eggs, bacon bacon and and cheese cheese rolled rolled upupin ain flour with fresh tomato salsa. ainaflour tortilla with fresh tomato salsa. up a flour tortilla with fresh tomato salsa. upin up in flour atortilla flour tortilla tortilla with with fresh fresh tomato tomato salsa. salsa.
Add Guacamole + 50p Add Guacamole + 50p Add Guacamole + 50p Add Add Guacamole Guacamole + 50p + 50p Add Sour cream +cream 30p Add Sour cream + 30p Add Sour cream + 30p Add Add Sour Sour cream + 30p + 30p
££5.20 £5.20 £5.20 £5.20 5.20 Add Guacamole + 50p Add Guacamole + 50p Add Guacamole + 50p Add Add Guacamole Guacamole + 50p + 50p
££5.20 £5.20 £5.20 £5.20 5.20 ££5.20 £5.20 £5.20 £5.20 5.20
NNN ACHOS ACHOS N ACHOS NACHOS ACHOS
Nacho chips topped with melting cheese, pinto beans, fresh Nacho chips topped with melting cheese, pinto beans, fresh Nacho chips topped with melting cheese, pinto beans, fresh Nacho Nacho chips chips topped topped with with melting melting cheese, cheese, pinto pinto beans, beans, fresh fresh tomato salsa, spicy jalapeño carrots and sour cream. tomato salsa, spicy jalapeño carrots and sour cream. tomato salsa, spicy jalapeño carrots and sour cream. tomato tomato salsa, salsa, spicy spicy jalapeño jalapeño carrots carrots and and sour sour cream. cream.
££5.20 £5.20 £5.20 £5.20 5.20
Beef Veg Beef Chicken Pork Garden Veg Cheese Beef Chicken Pork Garden Veg Cheese Beef Beef Chicken Chicken ChickenPork Pork Pork Garden Garden Garden Veg VegCheese Cheese Cheese
QQQ UESADILLAS UESADILLAS Q UESADILLAS Q UESADILLAS UESADILLAS
Toasted flour tortilla filled with melting cheese and topped Toasted flour tortilla filled with melting cheese and topped Toasted flour tortilla filled with melting cheese and topped Toasted Toasted flour flour tortilla tortilla filled filled with with melting melting cheese cheese and and topped topped with fresh tomato salsa, spicy jalapeño carrots and sour cream. with fresh tomato salsa, spicy jalapeño carrots and sour cream. with fresh tomato salsa, spicy jalapeño carrots and sour cream. with with fresh fresh tomato tomato salsa, salsa, spicy spicy jalapeño jalapeño carrots carrots and and sour sour cream. cream.
Nacho chips with tomato salsa and guacamole. Nacho chips with tomato salsa and guacamole. Nacho chips with tomato salsa and guacamole. Nacho Nacho chips chips with with tomato tomato salsa salsa and and guacamole. guacamole.
££3.70 £3.70 £3.70 £3.70 3.70
TTACO SALADS SALADS TACO SALADS TACO TACO ACO SALADS SALADS
££5.20 £5.20 £5.20 £5.20 5.20
Tossed with lettuce, nacho chips, fresh tomato salsa and topped Tossed with lettuce, nacho chips, fresh tomato salsa and topped Tossed with lettuce, nacho chips, fresh tomato salsa and topped Tossed Tossed with with lettuce, lettuce, nacho nacho chips, chips, fresh fresh tomato tomato salsa salsa and and topped topped with sour cream, beans, spicy jalapeño carrots, cucumber and lime. with sour cream, beans, spicy jalapeño carrots, cucumber and lime. with sour cream, beans, spicy jalapeño carrots, cucumber and lime. with with sour sour cream, cream, beans, beans, spicy spicy jalapeño jalapeño carrots, carrots, cucumber cucumber and and lime. lime.
Garden Veg Chicken Garden Veg Beef Chicken Pork Garden Veg Beef Chicken Pork Garden Garden Veg VegBeef Beef Beef Chicken ChickenPork Pork Pork
££5.20 £5.20 £5.20 £5.20 5.20
Beef Veg &&Rice Beef Chicken Pork Garden Veg Bean Beef Chicken Pork Garden Veg Bean &Rice Beef Beef Chicken Chicken ChickenPork Pork Pork Garden Garden Garden Veg VegBean Bean Bean &Rice &Rice Rice Add Guacamole + 50p Add Guacamole + 50p Add Guacamole + 50p Add Add Guacamole Guacamole + 50p + 50p
Add Guacamole + 50p Add Guacamole + 50p Add Guacamole + 50p Add Add Guacamole Guacamole + 50p + 50p Add Sour cream +cream 30p Add Sour cream + 30p Add Sour cream + 30p Add Add Sour Sour cream + 30p + 30p
Chips Salsa &&Guacamole Chips Salsa Chips Salsa &Guacamole Chips Chips Salsa Salsa &Guacamole &Guacamole Guacamole
££5.20 £5.20 £5.20 £5.20 5.20
Rolled flour tortilla with fresh tomato salsa, Rolled flour tortilla with fresh tomato salsa, Rolled flour tortilla with fresh tomato salsa, Rolled Rolled flour flour tortilla tortilla with with fresh fresh tomato tomato salsa, salsa, shredded lettuce, pinto beans, rice and cheese. shredded lettuce, pinto beans, rice and cheese. shredded lettuce, pinto beans, rice and cheese. shredded shredded lettuce, lettuce, pinto pinto beans, beans, rice rice and and cheese. cheese.
Beef Veg &&Rice Beef Chicken Pork Garden Veg Bean Beef Chicken Pork Garden Veg Bean &Rice Beef Beef Chicken Chicken ChickenPork Pork Pork Garden Garden Garden Veg VegBean Bean Bean &Rice &Rice Rice
Add Guacamole + 50p Add Guacamole + 50p Add Guacamole + 50p Add Add Guacamole Guacamole + 50p + 50p
TTORTILLA SOUP SOUP TORTILLA SOUP TORTILLA TORTILLA ORTILLA SOUP SOUP Rich chicken soup poured over crisp corn tortillas topped with Rich chicken soup poured over crisp corn tortillas topped with Rich chicken soup poured over crisp corn tortillas topped with Rich Rich chicken chicken soup soup poured poured over over crisp crisp corn corn tortillas tortillas topped topped with with avocado, feta cheese, sour cream and cilantro. avocado, feta cheese, sour cream and cilantro. avocado, feta cheese, sour cream and cilantro. avocado, avocado, feta feta cheese, cheese, sour sour cream cream and and cilantro. cilantro.
££4.50 £4.50 £4.50 £4.50 4.50
Add Guacamole + 50p Add Guacamole + 50p Add Guacamole + 50p Add Add Guacamole Guacamole + 50p + 50p
Flyer with menu and Menu Board.
BRANDING_ PROJECTS
WW RAPS RAPS W RAPS W W RAPS RAPS
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From top to bottom: Menu board and street sign at Soho take-away shop. Menu Deal board at Chelsea restaurant and take-away shop.
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BRANDING_ PROJECTS
Decorative artwork
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INBAR, BAR. BATTERSEA, LONDON U.K. BRANDING & GRAPHIC IDENTITY PROJECT 2007 Creation of brand and graphic identity for bar at Battersea, London U.K. Design of flyers and printed menus. Above left: final graphic identity and left different proposals.
es Bottl Bar at in
All Mixers
Are Includ
Absolut £100.00
lY BUBBa r
ed.
inB£7.00
Vodk A
GrEy Goos £110.00 bElVEdE £120.00
E
rE
smos royAlE co eau, ntr Vodka, Coi , a dash of cranberry ped lime and top e. agn with champ
u’luVkA £110.00 sApphir bombAy £100.00 JAck dAniE £110.00
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ne CHaMPaG
ls
mErciEr 70 Glass £7. .00 Bottle £35
hAndon moËt &c £45.00 VEuVE cl
bEllini ry y, Strawber Raspberr red with or peach stir e. champagn
iquot £55.00
lE kir royA ne laced Champag . de Cassis with Crème FrEnch 75 h lemon wit Gin shaken of sugar h juice, a das with d and charge e. agn mp cha rburst stA inbAr with ne mixes Champag it puree and passion fru mbord. cha h laced wit
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£
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ETIONARY SERVICE CHARGE OF 12.5% WILL BE ADDED TO YOUR BILL.
BRANDING_ PROJECTS
Flyer and spreads for printed menus.
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TODO NATURAL, “LO QUE DEBES COMER”, MÉXICO 2005 RESTAURANT, COFFEE SHOP AND BAKERY Branding design for identity, menus, menu board, promotional postcards, artwork.
Spread of printed menu
BRANDING_ PROJECTS
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Spread of printed menu
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BRANDING_ PROJECTS
From left to right; promotional postcards and labels for bread goods
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HEDONISM, IMMEDIATE SENSORY PLEASURE ANNIVERSARY INVITE & PACKAGING Concept, illustration, design and packaging.
BRANDING_ PROJECTS
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Final invite consisted of a box which contained a small bottle with vodka.
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BERRENDOS CAMP 2011 BROCHURE / POSTER Idea, texts, Illustrations, layout design and photo manipulation for a children summer camp near Mexico. City.
BRANDING_ PROJECTS 47
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LE SANG VERT BISTRÔT Concept, illustration and design for menu.
BRANDING_ PROJECTS 49
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COSMIC TWINS /MONTENEGRO 2011 GRAPHIC IDENTITY AND ARTWORK FOR MUSIC CD OF L.A. BAND MONTENEGRO Design of logo and artwork for inner poster of music cd.
BRANDING_ PROJECTS 51
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Muertos 09 MÉXICO
MUERTOS 2009 POSTCARDS & SHRINE Idea, concept and illustrations for postcards for Mexican traditional holiday, Day of the Death (Nov. 2). Creation of six characters based on the aztec gods of the underworld. Paper lanterns for traditional shrine.
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BRANDING_ PROJECTS
MictecacĂhuatl, lady of Death & Nextepehua, the ashes scatterer.
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“All my death people”, paper lanterns for shrine for Day of the Death.
BRANDING_ PROJECTS 55
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CEVICHE PROJECT, LOS ANGELES CA. POP-UP RESTAURANT, Concept and graphic identity for brand of pop-up concept seafood restaurant . Right page: monthly invite and printed menu.
MENU
BRANDING_ PROJECTS
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Identity System
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REFACCIONES NEUMÁTICAS LA PAZ, MATEHUALA MÉXICO, 2012-13. MINERY EQUIPMENT COMPANY Design for line of packaging of minery equipment and design of operational manual.
BRANDING_ PROJECTS 59
Identity System
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Illustration and page of the operational manual.
BRANDING_ PROJECTS
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Spreads of the operational manual.
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ADIDAS NEO & IED 2013 BRANDING AND DYNAMIC IDENTITY PROJECT Idea for a long term and dynamic graphic identity for Adidas Neo brand.
BRANDING_ PROJECTS 63
Identity System
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Hangtag & shoe boxes, with gender segmentation and generic box.
BRANDING_ PROJECTS
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Retail paper bag and shop faรงade.
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GRANDISS, FOR MULINO BIANCO IN COLABORATION WITH FUTUREBRAND & IED MILANO BRANDING FOR NEW SUB-BRAND OF MULINOBIANCO ITALY. Concept, naming, illustrations and design packaging.
BRANDING_ PROJECTS
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From top to bottom: Develpment of character for product segmentation, cereals and fruit. Middle, box of cereal & fruits. Below, monoportion package of chocolate biscuits.
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LIFE IS KING, PERSONAL BRAND. TEIKNA & IED MILANO 2013 PERSONAL BRANDING Brand for line of design & ornamental artwork. Graphic identity, applications and product.
BRANDING_ PROJECTS 69
Symbol
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01800123456 INFO@ LIFEISKING .COM WWW LIFEISKING .COM
Business cards and envelope for stationary.
BRANDING_ PROJECTS 71
Product
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ORIGINĂ€RIO WITH IED MILANO 2013 GOURMET COMPANY Concept, idea, for branding and graphic identity, advertising campaign, and packaging.
BRANDING_ PROJECTS 73
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ALITALIA, ROMAMILANO. WITH ROBILANT AND IED MILANO 2013. RE-BRANDING FOR ALITALIA ROMAMILANO ROUTE BRAND. Idea for repositioning Alitalia’s sub-brand, re-design of graphic identity and communication campaign.
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BRANDING_ PROJECTS
Advertisings of communication campaign.
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“THUS BY THEIR CHOICE OF TYPEFACES, YOU WILL RECOGNISE THEM”
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REVISTA SECRETARÍA DE FINANZAS (TREASURY BUREAU MAGAZINE) MÉXICO, 2005-2007 BIMONTHLY EDITORIAL PRINTED PROJECT FOR GOVERNMENT SECTOR. Design of covers, layouts, and illustration.
EDITORIAL_ MAGAZINE 79
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EDITORIAL_ MAGAZINE 81
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EDITORIAL_ MAGAZINE 83
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BCN RE_FUSED, WORK AT ELISAVA ESCOLA SUPERIOR DE DISSENY, 2007. FANZINE, WORKSHOP OF MARTIN LORENZ OF TWOPOINS STUDIO, THE ONE WEEKEND BOOK, BARCELONA IN POSTGRADUATE COURSE IN EDITORIAL DESIGN. Editorial project done with collage and photocopies. In collaboration with Graphic Designers, Sara Palaio, Ulises Chamorro & Miguel Frazao.
EDITORIAL_ FANZINE 85
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QATAR AS BRAND STATE_ LM MAGAZINE IED MILANO 2013 INFOGRAPHICS FOR LM MAGAZINE / CORRIERE DE LA SERA Concept, research, illustrations and layout.
EDITORIAL_ INFOGRAPHICS 87
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“LET THE HAND SPILL THE INK, AND DO IT’S TANTRUMS”
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TRADITIONAL
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REVOLUTIONARY & FRIDA Black ink and markers.
ILLUSTRATION_ TRADITIONAL 93
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INK TANTRUMS Above: Love on sale. Below: The heart-chile.
ILLUSTRATION_ TRADITIONAL
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The penguin nun and mobile enlightment.
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Next spread: “Life flat scenario”
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DIGITAL
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ARODY SÁNCHEZ PHOTOGRAPHER & GRAPHIC DESIGNER TYPE MISSUSES Concept, tag-line, graphic identity and applications. México, 2010. Waiter and Stylish bra
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OF UNLOVES & TYPE
ILLUSTRATION_ DIGITAL
Impaled
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ICONS REMIXED
Concepts to communicate with design. 2001.
ILLUSTRATION_ DIGITAL
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SELF-PROMOTION PRITNED POSTCARDS
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BRIEF HISTORY OF TAXES IN MÉXICO, 2006. ILLUSTRATIONS FOR TREASURY BUREAU MAGAZINE Digital compositions and illustrations on ancient aztec codex illustrations.
ILLUSTRATION_ DIGITAL 105
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RGB MAGAZINE, MÉXICO 2012. COVER FOR ARTS, DESIGN AND FASHION MAGAZINE Concept and design for Fashion Issue.
ILLUSTRATION_ DIGITAL 107
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SALTILLO FLOWER
ILLUSTRATION_ DIGITAL
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EL CIRCO Illustration and design for display retail shop.
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MEXICO’S INDEPENDENCE BICENTENNIAL, MÉXICO 2010. POSTERS (CRITICISM OF 200 YEARS CELEBRATION) Concept and illustrations.
ILLUSTRATION_ DIGITAL 111
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CHRISTMAS GREETING E_CARD 2012 Idea, research and Illustrations.
ILLUSTRATION_ DIGITAL 113
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ILLUSTRATION_ DIGITAL
Pascuax贸chitl
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“There’s such thing as originality, “LET THEnoHAND SPILL THE INK, AND & DO IT’Sregurgitations.” TANTRUMS” it is all about mental visual
T
he need of developing the an individual language lead me
to experiment with typography and create my own graphic design system which I called Didoque (portmanteau word result of the combination of Baroque and Didot words), which is my personal re-interpretation of the baroque style using only de-composed
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and deconstructed Didot typography.
U
sing cu t vinyl, g iclé e p rin t s, g l a ss, a cryl ic a n d wo o d
f r a m e s I m a n a g e d t o a s s e m b le m y d e s i g n s i n t o u n i q u e design pieces for ornamental purposes. Influenced by f l a t g ra p h i c s o f Ta k a s h i M u r a k a m i , v e r n a c u l a r m ex i ca n p o p u l a r a r t , X V I I I t h c e n t u r y e u ro p e a n c a l l i g r a p h y a n d e n g ra v i n g s . S i n ce t h e n I h a ve c re a te d s eve ra l p i e ce s 119
which I have sold in Mexico. My artwork cannot be p ro p e r l y c a l l e d a r t ; i t ’s m o re r a w d e s i g n w i t h t h e
BRANDING_ GRAPHIC IDENTITIES
m e ss a g e s o m e w h e re i n b e t w e e n .
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DIDOQUE & CARTOUCHES GRAPHIC STYLE AND SYSTEM. Concept, construction and illustration.
ARTWORK_ DIDOQUE 121
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BRANDING_ ARTWORK_ GRAPHIC DIDOQUE IDENTITIES 123
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ARTWORK_ DIDOQUE 125
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ARTWORK
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SEA OF TYPE DYPTICH Digital illustration, cut adhesive vinyl on two crystal layers inside of wooden frame and giclĂŠe print.
ARTWORK_ ARTWORK ORIGINALS
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JOY OF DEATH Digital illustration, cut adhesive vinyl on two crystal layers inside of wooden frame and giclĂŠe print.
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BLACK TYPE
ARTWORK_ ARTWORK ORIGINALS 131
SALTILLO FLOWER
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“FOR ME THE CAMERA IS A SKETCHBOOK, AN INSTRUMENT OF INTUITION & SPONTANEITY.” _ HENRY CARTIER-BRESSON
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NOT ONLY WITNESSES. MILANO, 2013
PHOTOGRAPHY_ B&W / COLOUR 135
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LA DÉFENSE DU COEUR PARIS, 2004
PHOTOGRAPHY_ B&W / COLOUR 137
LILLIES
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QUOTIDIEN WEAPONS
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PHOTOGRAPHY_ B&W / COLOUR
THE WAIT
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DYCHOTOMIES
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PHOTOGRAPHY_ B&W / COLOUR
GONE UNDER THE BRIDGE LOS ANGELES, 2012.
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CHESTNUTS MILANO, 2012.
PHOTOGRAPHY_ B&W / COLOUR
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LES LARMES DE NEPTUNE FIRENZE, 2013.
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FREEDOM IN A CUP MEXICO, 2008.
PHOTOGRAPHY_ B&W / COLOUR 145
WE’RE ALL IN THE WAY
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GRANTED BEAUTY PHOTOGRAPHY FOR CHRISTMAS GREETING CARD 2011. “BETTER BEGINNINGS, GREATER FUTURES”.
EL CARMEN, TOWER. SAN LUIS POTOSÍ, 2010.
PHOTOGRAPHY_ B&W / COLOUR
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THE SIZE OF EPHIMEROUS
PHOTOGRAPHY_ B&W / COLOUR 149
TAKE-AWAY JESUS
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“I WANT TO DESIGN IT ALL!”
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LACTOLAIT & M.DIDOT AMPERSAND LAMP & CUSHION Polipropelene and wood. / Linen & hot stamp cushion.
PRODUCT_ 153
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REFERENCES ISTITUTO EUROPEO DI DESIGN http://www.ied.it/milano/home ELISAVA ESCOLA SUPERIOR DE DISSENY www.elisava.net UNIVERSITAT POMPEU FABRA www.upf.edu FACULTAD DEL HÁBITAT http://habitat.uaslp.mx/ CENTRAL SAINT MARTINS COLLEGE OF ART & DESIGN www.csm.arts.ac.uk
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TWO POINTS NET www.twopoints.net THE ONE WEEKEND BOOK SERIES www.theoneweekendbook.com SECRETARÍA DE FINANZAS DEL GOBIERNO DEL ESTADO DE SAN LUIS POTOSÍ www.slpfinanzas.gob.mx REFACCIONES NEUMÁTICAS LA PAZ http://rnpsa.com RGB ARTES VISUALES http://www.revistargb.mx GROVE MAGAZINE, LONDON U.K. www.grovemagazine.co.uk MATCHBOX MAGAZINE, LONDON U.K. www.matchboxmag.co.uk CADENA + ASOC. http://www.cadena-asociados.com
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MILANO ITALY 2013