Erica Luzaich Senior Portfolio by Ericaluz

[D&OD]

PG. 64-77

[AUF]

PG. 78-103

[LORD OF LIES]

PG. 104-117

[LOGOS]

PG. 118-125

[X-GAMES]

PG. 4-17

[MELANGE]

PG. 18-29

[FORM]

PG. 30-49

[HAN HAN]

PG. 50-63

CA LIF O RNI A DR EA MI N' DIA N A KRA LL

All the leaves are brown and the sky is gray. I've been for a walk on a winter's day.

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[ PAC K AG I N G ]

[PHOTOGRAPHY]

[PRINT]

[BRANDING]

[ E N V I R O N M E N TA L ]

[INFOGRAPHICS]

There are many different sports within the X-Games event so I wanted to showcase that through the brand pattern and imagery. The objective was to create a system that is simple to apply yet spoke to the event and kept the lively, extreme spirit within it. I wanted people to view the logo and brand system as an extention of the event instead of just a way for the X-Games to stick their logo on bags, shirts, and banners. With having the brand imagery we were able to make those simple application a but more interesting and lively like the events.

[OBJECTIVE]

For this project I wanted to re-brand something that spoke to me. Snowboarding. I have always been a fan of winter sports as I am a snowboarder myself. My approach for this project was to create a brand that myself and many others could relate to. I did not want to change the current logo completely but instead upscale the logo and create a banding system to go along with it. It seemed that the current X-Games branding entailed them just sticking their logo on everything, so I designed a more interesting and diverse system.

[APPROACH] [DELIVERABLES] B ra n d I d en t i t y Manual

[SEMESTER] Fa ll 20 17

[COURSE] Strategies For Banding

[INSTRUCTOR] Tom McNulty

X-GAMES

01 X- GA M E S B R A N DI NG M A NUA L

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ALPENGLOW

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A M UM BLE RUMB LE IA N DU RY

Woke up this morning in a state of shock. I heard a mumble rumble and a cocktail rock.

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60 Pa g e B o o k , 3 B o o k m a r ks , Web s i t e [SEMESTER] Fa ll 20 16

Typography 3

[INSTRUCTOR] Ariel Grey

My approach for this cocktail book was feeling of absinthe. I have always been intrigued by psychedelic patterns so I wanted to have an opportunity to create my own unique book based off this trippy feeling. I started with setting type out of plain pieces of paper and with using a scanner move the paper while the scanner is in the process of scanning. By doing this I was able to create some of the type effects you will see on the chapter openings of this book. From there I decided to drop ink into still water and photograph the fluid movement as it spread throughout the water. This became the main photography of this book.

[ PAC K AG I N G ]

[PHOTOGRAPHY]

[PRINT]

[BRANDING]

[ E N V I R O N M E N TA L ]

[INFOGRAPHICS]

The objective of making this French psychedelic cocktail book was to give people the opportunity to learn about French fashion and culture while they were able to make some of their most classic drinks. I have always been a fan of drinks like the French 45 or the Rose Cocktail so creating a book that was easy accessible to reference was something I had envisioned for a while.

[OBJECTIVE]

[DELIVERABLES]

[COURSE]

[APPROACH]

MELANGE

02 M EL A NG E CO CK TA I L B OO K

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MELANGE

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MELANGE

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MELANGE

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MELANGE

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MELANGE

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MELANGE

TO G E RMA NY W ITH LOVE A LP HAVIL LE

I write to Germany. In foreign words. A tongue of actuality.

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Tw o , 30 Pa g e B o o ks , B a d g e, Po s t er [SEMESTER] S p r i n g 2 01 8

Typography 4

[INSTRUCTOR] Ariel Grey

I wanted to take this book to my roots. Half of my family lives in Germany so I left like it was only appropriate to dedicate one project to the idea of the German culture. Starting with that idea, I began to dive deep into German fonts that are commonly used, Din. Din is used in German street signs and is probably one of my favorite fonts to use because of its pure and clean forms. This book is all about dissecting these forms and digging into why it is one of the most successful fonts, hence the name Form. It is about taking about the typeface and putting it back together.

[ PAC K AG I N G ]

[PHOTOGRAPHY]

[PRINT]

[BRANDING]

[ E N V I R O N M E N TA L ]

[INFOGRAPHICS]

The objective was to create a visually interesting book, poster and badge that allows the viewer to interact with the medium. For instance, in some parts of the book you are able to mix and match pages that dissects the typeface and also allows you to put it back together. This idea was also brought into the badge and poster which are made with acetate. You are able to flip the layers and create your own forms of the designs. I have always been one to want to push the limits of what is possible and to create things that are tangible and interactive and this project truly displays that.

[OBJECTIVE]

[DELIVERABLES]

[COURSE]

[APPROACH]

FORM

03 F OR M T YP OGR A PH Y C ON F E RE N CE

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FORM

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FORM

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FORM

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FORM

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ALPENGLOW

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FORM

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FORM

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ALPENGLOW

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ALPENGLOW

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FORM

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FORM

SAKE BO M B T HE D4

Can I get a little sake here? Drop it into a glass of beer. Better get myself prepared .

ERICA LUZAICH SELECTED WORKS

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[SEMESTER] S p r i n g 2 01 7

[INSTRUCTOR] Christine George

[ PAC K AG I N G ]

[PHOTOGRAPHY]

[PRINT]

[BRANDING]

[ E N V I R O N M E N TA L ]

[INFOGRAPHICS]

This project was meant to give me experience with being the creative director. I was able to see a vision I had and then follow through and create that vision to its full potential. I wanted to create a brand that had depth and meaning and so I developed a background story to fit it. I learned so much from doing this project and am incredibly pleased with how it turned out.

[OBJECTIVE]

3 S a ke B o t t l es

Packaging 3

For this project I wanted to create something that was completely its own and utilize other artists around me. I brought in an illustrator names Kevin Sterjo to help me develop this vision I had. I had this idea that I wanted to create a sake brand that was created by a Japanese family after immigrating to Hawaii in the 50's. The name Han Han came from the idea of being half and half. Half Japanese, half Hawaiian. With this brand I wanted to create three different bottles that incorporated the culture of both Hawaii and Japan. So in one bottle you will see volcanoes to represent Hawaii and cherry blossoms to symbolize Japan. For another you will find lava and rice fields. And lastly tiki heads along with traditional Japanese style clouds. Kevi n S t er j o

[CONTRIBUTORS]

[DELIVERABLES]

[COURSE]

[APPROACH]

HAN HAN

04 H A N HA N SA KE B OT T L ES

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HAN HAN

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HAN HAN

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HAN HAN

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HAN HAN

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HAN HAN

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HAN HAN

I CA N M A KE YO U DANCE Z A PP

I can make you dance if you want me to. Just lend me your ears and let your feet keep time, baby.

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[SEMESTER] Fa ll 20 17

[INSTRUCTOR] Megumi Kiyama

[ PAC K AG I N G ]

[PHOTOGRAPHY]

[PRINT]

[BRANDING]

[ E N V I R O N M E N TA L ]

[INFOGRAPHICS]

I wanted this educational piece to not only showcase two talented people's work but to also act as a device for people to reference and learn about the effects of dance and drugs on the brain. To get the look and feel of both subjects I had this vision that with photography we could slow the shutter speed to capture the motion of the dancer which will then look blurry and like one was on drugs. I then was inspired by Spotify's new campaign where they turn their photography into duotone images. So i applied this technique to the images to enhance the photography. I wanted my type setting in this project to reflect something I am unfamiliar with so this project pushed me to do things I normally wouldn't try in projects.

[OBJECTIVE]

Web s i t e a n d B o o k l et

Visual Systems 1

My inspiration for this project came from reading a book in high school called The Element. In this book it told the true story of a woman named Julianne, whose mother though she had a problem focusing in school. When visiting a specialist, the man left music on and left the room. He went and grabbed her mother to look in the room to see Julianne dancing. He then told her mother, "Your daughter doesn't have a problem, she is a dancer." Julianne then went on to be the most highly recognized choreographer of our time. I use to be a dancer in high school so I wanted to showcase a talented dancer and a talented photographer and art direct a booklet that is inspired by a TED Talk. This book looks at the similarities and obvious differences between dance and drugs. A b i g a i l Ro b er t s o n L u ke Mel es k i

[CONTRIBUTORS]

[DELIVERABLES]

[COURSE]

[APPROACH]

D&OD

05 DA NC E A ND OT H ER D R U GS

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D&OD

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D&OD

T RACK 3 .1 4 A BA ND O F B I TCH ES

Travel through the worldwide web. Travel through your mind, travel through the world all night.

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[SEMESTER] S u m m er 2 01 8

[INSTRUCTOR] Tom McNulty

[ PAC K AG I N G ]

[PHOTOGRAPHY]

[PRINT]

[BRANDING]

[ E N V I R O N M E N TA L ]

[INFOGRAPHICS]

The objective was to successfully target people ranging from 20 years old to 50 years old with a gender neutral packaging. After looking at problems packaging and companies could solve we discovered there was a lack of a one stop shop for all things travel, so we wanted to be just that. People would not have to go to one place for toothpaste and another for a generator. It would all be in one place without the hassle.

[OBJECTIVE]

10 0+ P ro d u c t s

Packaging 4

For this group project we decided to create a brand that would benefit the average traveler. We created everything with the adventurous spirit in mind. Things from travel size blankets to different styles of earphones. This would be a one stop shop for anything and everything you will need to travel anywhere in the world. We created 5 sub-brands from AUF. These sub-brands were carefully thought out so the average shopper would be ale to efficiently shop for their desired products. We wanted to target a wide range of people so the designed out be simple yet eye catching along with keeping a gender neutral look and feel. My team and I designed and comped over 100 products to show how this brand would expand. Anna Ostling G ra c e W i rawa n Johan Boman L o u i s e ya n g J a q u el i n Mo n g e

[CONTRIBUTORS]

[DELIVERABLES]

[COURSE]

[APPROACH]

AUF

06 AU F T R AV EL B RA N D

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AUF

UNDE R A B LUE JUNG LE M O O N B IL L IE HO L IDAY A N D H ER O RC HR E ST R A

Life's just like a dream. Just a beautiful dream. Under a blue jungle moon.

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B o a rd G a m e, G a m e P i ec es , D i c e, C a rd s [SEMESTER] S p r i n g 2 01 7

Packaging 3

[INSTRUCTOR] Christine George

The game board was based off of the book Lord of the Flies and Jumanji. I wanted to create a badass gameboard that was custom and made all out of wood. I wanted to grasp the feeling of an antique and uniqueness in the board. Something that would be sought after and would only have a few of its kind. Everything that was made on this game is out of wood, even the game pieces. Everything I engraved myself with a lazer cutter. I cut the wood, I stained it, I glued it and most importantly I designed it. This is probably one of my most proudest accomplishments because of the time and effort I put in and how great of an outcome came out of it.

[ PAC K AG I N G ]

[PHOTOGRAPHY]

[PRINT]

[BRANDING]

[ E N V I R O N M E N TA L ]

[INFOGRAPHICS]

This game can be played with up to four people. Each territory is its own unique shape bt has the same amount of steps to get to the center of te board. The goal is to roll the dice and find the truth and lies of the jungle. By answering questions and doing activities you will eventurally find your way to the throne and be the Lord of Lies.

[OBJECTIVE]

[DELIVERABLES]

[COURSE]

[APPROACH]

LORD OF LIES

07 LOR D O F LI E S B OA R D GA M E

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LORD OF LIES

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LORD OF LIES

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LORD OF LIES

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LORD OF LIES

E ND O F DAY PER RY CO MO

When you come to the end of the day, and the night calls your worries away.

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[ PAC K AG I N G ]

[PHOTOGRAPHY]

[PRINT]

[BRANDING]

[ E N V I R O N M E N TA L ]

[INFOGRAPHICS]

For me, it is important for a logo to have meaning and relate back to its orgin. If you do not have meaning then the logo can easily be replicated and loose its importance. I believe the best logos have a background story and something more to them than just embodying what the name is.

[OBJECTIVE]

My process for starting a logo or developing a brand always starts with pinterest. I get ideas flowing by looking at goals and aspirations I find on there and almost always I get a spark. As I am flipping through pinterest and I am constantly sketching any ideas that come to mind, bad or good. I believe you have to flush out all the bad ideas before you come to something revolutionary. After going through this process I take it into illustrator and start to develop the ideas that I am most excited about. From there I take a fine tooth comb and really go over and nitpick typesetting to create a cohesive and brand-complementing logo.

[APPROACH]

IDENTITY

07 I DE NT IT Y MA R KS

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IDENTITY

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IDENTITY

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IDENTITY

You all inspire me to be the best I can be. Christine, thank you for turning my perspective around and re-discovering my love for the field. Without your dedication to me in the class I wouldn't have the mindset I do now. I am so grateful that you for allowed me to see my vision and strive to fulfill it. David, thank you for the many laughs and for being the first teacher to see potential in me.

[TO MY INSTRUCTORS]

Thank you for always wanting the best for me and taking time out of your busy schedules to help me and make sure that not only you succeed but I do too. Thank you for being selfless and passionate for design. Jason, Alby, Michael, especially.

[TO MY PEERS]

Without you guys my mental breakdowns could have been a lot worse. I am so lucky to have such caring and influential people in my life. Thank you for pulling me through and picking me up when I was down. Thank you for cheering me on always. Thank you Adeline for realizing my potential and introducing the idea of being a graphic designer.

[TO MY FRIENDS]

I cannot express enough how grateful and fortunate I am to have been put through college and had a support system and help from such diamonds. Thank you for giving money you didn't have to make sure I am happy and successful. You are my rocks. I love you immensely.

[ T O M Y FA M I LY ]

MANY THANKS

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Academy of Art University School of Graphic Design 79 New Montgomery Street San Francisco, CA 94105

[SCHOOL]

Ava Nicolai

[BINDING]

Red River 50lb Double Sided Matte Mohogony Wood Slate

[ PA P E R / OT H E R ]

Alyssa Luzaich Erica Luzaich

[PHOTOGRAPHY]

Din by Albert-Jan Pool

[ T Y P E FA C E S ]

Mary Scott Fall 2018 Senior Portfolio

[INSTRUCTOR]

Erica Luzaich ericaluzaich@gmail.com ericaluzaich.com

[DESIGNER]

COLOPHON

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