Cipher
Cipher
Cipher /s朝f r/ 1.
a secret or disguised way of writing;
Synonyms: code, secret writing, cryptograph, cryptogram 2.
dated
2/3
Cipher
1
D ISCOVER
ART DIRECTOR Min Choi
TYPEFACES Neutraface + Proxima Nova
CATEGORY Packaging + Web
Out & About As one of San Diego’s recent main attractions, the San Diego Central Library focuses on bringing in new foreign and local visitors. Out & About is an outdoor reading kit that encourages reading, city exploration as well as serving to fund the library. As a sub brand of the library, the goal with Out & About was to create a product that is enjoyable and engaging for a wide audience from young students to older adults. A bright green color was chosen from the library’s existing palette in order to relate back to the library yet remain fresh. The identity, a customized version of Neutraface, reflects the modern aesthetic of the library’s architecture. The brand was applied to kiosks, tote-bags and reading kit to encourage local San Diegans to utilize the library and spend more time outside reading. An app that allows the user to discover reading locations and friends was created. The app also serves as an Out & About kiosk locator, in which users can check out and return books at the different locations. By creating a profile, users can write reviews for and check-in to the locations, share what books they have read, and interact with other users by following them.
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Cipher ART DIRECTOR Min Choi TYPEFACES Neutraface + Proxima Nova
CATEGORY Packaging + Web
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Cipher PACK AGING Reading Kit
MODEL Shirt + Tote Bag
8/9
Cipher BOOKLET Travel Guide
PHONE User Profile
SCREENS Locations + Details
app
10/11
Cipher
2 ft.
6 ft.
LEARN
DISCOVER
RENDERING Kiosk + Wayfinding
!
"
#
2 ft.
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Cipher ART DIRECTOR Min Choi TYPEFACES Neutraface + Proxima Nova
CATEGORY Packaging + Web
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Cipher
2
CONNECT
CLIENT AIGA San Diego
TYPEFACES Clan + Gentona
CATEGORY Identity + Web
Portfolio Review AIGA San Diego hosts the annual Student Portfolio Review for graphic design students of the San Diego area. This event provides students who are beginning their professional careers a chance to network, meet one on one with local professionals, and receive feedback. The visual identity of this event represents the different types of people who attend: students, reviewers and spectators. By using three dynamic shapes in varying colors, each group of people is represented. The connecting lines and the overlapping shapes represent the networking that takes place at the Portfolio Review. These overlapping and connecting shapes emphasize the mixing of professionals and students at the event. Clan and Gentona were used for their clean, sophisticated, and modern feel that supported the contemporary look of the collateral materials. The graphics were applied consistently throughout all of the application. The scale and proximity of the shapes grew nearer as the event became closer. The purpose of the live event social stream is to broaden the audience for the Student Portfolio Review and attract other emerging graphic design pupils as well as viewers. This stream maximizes the exposure for participating students to potential employees by directly connecting them to the students’ online portfolios and social platforms. Anyone who was not able to attend the review personally is able to follow the event as it happens.
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Cipher WEBSITE Live Social Feed
ADVERTISING Animated Banner Ad
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Cipher COLLATER AL Name Tags
ADVERTISING Event Poster
20/21
Cipher AWARDS Winners COLLATER AL Winner Announcement
22/23
Cipher
3
ORNATE
ART DIRECTOR Candice Lopez
TYPEFACES Custom + Akzidenz Grotesk
CATEGORY Branding
Zylphia Inspired by the Victorian era and Goth styles, this high-end custom corsetry shop caters to fashion fanatics and body modification enthusiasts. Constructing an exclusive typeface brought individuality and elegance to the brand. The custom typeface reflects the cinching of the waist corsets create, as well as the Victorian period intricate ornamentation. The goal was to refine and create a more sophisticated interpretation of the overly ornate Victorian aesthetic. These subtle and delicate touches in the brand system replicate the complexity and sophistication that is used to produce tailor-made corsets. The typeface was paired with Akzidenz-Grotesk Condensed to give strength and save space in small copy zones. The contrast of Akzidenz-Grotesk and Viscountess, the custom typeface, balanced the masculine and feminine elements of the brand. Custom die cut hangtags featuring stitching allowed the brand to match its high price-point, giving the customer a custom experience that does justice to these made-toorder products.
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Cipher ART DIRECTOR Candice Lopez TYPEFACES Custom + Akzidenz Grotesk
CATEGORY Branding
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Cipher CUSTOM TYPEFACE Viscountess
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Cipher APPAREL Corset Tag
COLLATER AL Order Form
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Cipher ART DIRECTOR Candice Lopez TYPEFACES Custom + Akzidenz Grotesk
CATEGORY Branding
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Cipher
4
RESISTENCIA
ART DIRECTOR Tyler Blik
TYPEFACES Flood + Merriweather + Forza + Knockout
CATEGORY Editorial
Lucha Lucha is a brand that sells various items based on social issues around the world. This kit is a set of booklets that teaches about a number of revolutionary leaders in the Americas. This project highlights the EZLN booklet that focuses on the Zapatista movement situated in Chiapas, Mexico. While teaching about diverse leaders, this kit is meant to educate about freedom movements around the world and inspire to be a rebel at heart. By exposing the struggles of different people in different areas of the world, Lucha hopes to teach the reader that the struggles are the same. The hand done type was done imperfect to reflect the street-like, grassroots culture and reflect the movement’s humble beginnings. A conscious decision was made to focus on the powerful words of these revolutionary leaders. Large type was used to make this a focal point and allow these messages to be easily read. The booklets are printed with colors reflecting each leader’s culture. Stencils were produced and included in the booklet to encourage action and activism, furthering the message and cause of these revolutionaries.
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Cipher BOOKLET Spreads
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Cipher ART DIRECTOR Tyler Blik TYPEFACES Flood + Merriweather + Forza + Knockout
CATEGORY Editorial
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Cipher
5
BOLD
ART DIRECTOR Sean Bacon
TYPEFACES Tungsten Rounded + Ideal Sans + Againts
CATEGORY Rebranding + Web
Melt Cosmetics As a unique and eclectic, indie makeup brand, Melt Cosmetics strives to differentiate themselves from the already existing, traditional and monotonous cosmetics lines. Just as unique, the young and daring Melt customer also seeks to be different in the always-changing world of cosmetics. Melt was redesigned to express the personalities of both Lora and Dana, the creators. The objective was to keep the integrity of the original logo that the customers are familiar with, but make it edgy and one-of-a-kind. The roundness of the previous logo and the colorful appearance of the branding were the starting point for the new designs. Custom typography was designed to mimic and elevate the existing brand and was accompanied by Tungsten Rounded to give it a more serious and polished appearance. The exterior of the packaging was designed to appear sophisticated and high-end, while the colorful inside of it reflects the ecstatic personality of the brand. Melt required an identity, brand, and responsive website that reflects the energetic and bold characteristics that the company has. The website was lacking attitude and vibrancy and was difficult to navigate from homepage to checkout. By reconfiguring the structure of the site, the products engage users as soon as they arrive to the homepage creating a more appealing shopping experience.
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Cipher ART DIRECTOR Sean Bacon TYPEFACES Tungsten Rounded + Ideal Sans + Againts
CATEGORY Rebranding + Web
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Cipher Website Homepage
iPAD Branding
MOBILE Product Listing
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Cipher PACK AGING Shipping Box
PACK AGING Shipping Box Interior
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Cipher ART DIRECTOR Sean Bacon TYPEFACES Tungsten Rounded + Ideal Sans + Againts
CATEGORY Rebranding + Web
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Cipher
6
BADASS
ART DIRECTOR Sean Bacon
TYPEFACES Custom + Klavika
CATEGORY Branding
Torque Full of manliness and badassery, Torque Garage is the mechanic shop that does it right. Inspired by vintage muscle cars and the 50s auto shop era, a minimal yet dependable brand was accomplished in order to reflect just that. To accompany the vintage look, a geometric and rigid typeface was constructed to express the masculinity of the brand. The typeface was used throughout the brand, from the logo to the advertising. The custom type was supported by Klavika providing a more technical counterpart to the vintage inspired typeface. Bright orange mixed with greys enforced the refined and masculine look.
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Cipher ART DIRECTOR Sean Bacon TYPEFACES Custom + Klavika
CATEGORY Branding
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Cipher TYPOGR APHY Custom Typeface
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Cipher APPAREL Work Uniform
ENVIRONMENTAL Shop Exterior
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Cipher COLLATER AL Service Tag
COLLATER AL Invoice
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Cipher ART DIRECTOR Sean Bacon TYPEFACES Custom + Klavika
CATEGORY Branding
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Cipher
7
EXPLORE
ART DIRECTOR Sean Bacon
TYPEFACES Freight
CATEGORY Web Design
GriďŹƒth Observatory Situated atop the LA hills, the Griffith Observatory is one of Los Angeles’ most important science learning centers. Being in a big city with big name museums, the Griffith needed a refresh to attract a wider and younger audience, and become another main attraction for the city. The website was redesigned to make the observatory appear as an attraction for exploration instead of just a learning facility. The website now focuses on the exhibits and events, grouping them in to different categories in order to simplify navigation for the user based on their interest. The site was designed in a modular fashion allowing it to be easily understood and updated for future content. Large imagery is used throughout the page creating various interest points for the viewer. A bright red-orange was used to highlight CTAs throughout the page, complementing shades of dark blues. The typeface Freight was used for its large versatile family that would support the observatory in both printed and web applications. Limiting the typographic palette allowed for greater consistency to be created as the in-house team executes any future graphics.
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Cipher PROCESS Wireframes
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Cipher WEBSITE Home + Event Detail
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Cipher
8
GLAMOROUS
ART DIRECTOR Gary Benzel
TYPEFACES Lust + TSTAR
CATEGORY Branding
La Doña Located in the colonia of Polanco, Mexico City, La Doña Cantina is a homage to one of Mexico’s most famous actresses of the 1940s. Influenced by the Golden Age of Mexican cinema, this cantina expresses the extravagant and melodramatic personality of Maria Felix, also known as La Doña. Inspired by Felix’s over-the-top jewelry, golden patterns were crafted for this high-end brand. Being located in one of Mexico City’s luxurious neighborhoods, a contemporary yet Mexican traditional look was indispensable. The design needed to reflect the past and fit in to the upscale modern district. Dark browns and burgundies were juxtaposed with metallic gold giving it a feeling of opulence. Leather, gold foil, and other metals were combined to elevate the La Doña experience. Custom rubber stamps were cut and created to give a handcrafted and traditional aspect to the brand relating to the quality the La Doña dining experience. Lust was modified for the logo and paired with T-Star to contrast the ornate logotype and reinforce the contemporary aesthetic of the restaurant.
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Cipher ART DIRECTOR Gary Benzel TYPEFACES Lust + TSTAR
CATEGORY Branding
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Cipher COLLATER AL Event Posters + Menu Cover
ENVIRONMENTAL Bathroom Signage
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Cipher BOTTLE Tequila Bottle
COLLATER AL Postcards
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Cipher ART DIRECTOR Gary Benzel TYPEFACES Lust + TSTAR
CATEGORY Branding
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Cipher CATEGORY Lettering
CATEGORY Logos Cipher 78/79
Construction Company
Galapagos Conservation Program
Waterproof Electronics
Architecture Firm
Contemporary Restaurant
Fitness Equipment
Personal Identity
Interior Decoration Brand
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Cipher
THANK YOU
Sean Bacon, Candice Lopez, Cynthia Lyons-Dailard, and Gary Benzel, I am forever grateful for your advice and guidance. Erick, thank you for your endless support. I would not be where I am today if not for you. Words cannot express my gratitude. A mis padres, gracias por los sacrificios, el apoyo, y el amor incondiconal que me han dado siempre. Los amo.
THANK YOU.
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Cipher
COLOPHON
Colophon DESIGNER
Gladys Becerra gb@gladysbecerra.com
PHOTOGR APHY
Edward Honaker Gladys Becerra Dollar Photo Club
PRINTER
Canon Prixma Pro9000 MKII
PAPER
Red River Polar Matte 60lb
TYPEFACE
Domaine Gloriola
SOFTWARE
Adobe Creative Cloud
3D MODELING & PRINTING
Adriana Martinez Nicholas Castro
Š All rights reserved. No portion of this publication may be used or reproduced without permission from Gladys Becerra.