STAY 3_LAUNDERLUST
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YFARE exploration + community project
S T AY F A R E H O S T E L art director
SE AN BACON category
BRANDING
Stayfare is a premium hostel located in San Diego. I wanted to create a fun, contemporary identity catering to 20-35 year old international travelers who want the affordability of a hostel with an added shot of style. The hostel is an individual driven place encouraging guests to do as they please, linger and relax, or go out on an adventure downtown. Stayfare features private bathrooms, vibrant bars with specialty cocktails, live concerts, and also offers the option of private rooms with one or two beds. The visual identity was designed to reflect a surreal place where travelers can “vacation where they dream.” To evoke this California dreamin’ vibe I developed collages of classic palm trees and urban elements using duotones. The prominent use of the hue cyan makes the hostel distinctive and recognizable. The key in this combination mark was used to make the logo universally memorable. I used the welcoming typewriter slab serif font Pitch coupled with the quirk typeface Pluto, with its geometric forms and large x-height. Branded applications include room key, map, matches, notepads, postcards and promotional brochure. Responding the idea, that Millennials want something cheap, but they also want it to be cool, Stayfare stands out from the competition.
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5_STAYFARE
_shared rooms _ store front _signage
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7_STAYFARE
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9_LAUNDERLUST
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LAUN 11_LAUNDERLUST
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productivity + pleasure project L AUNDERLUST
NDER art director
SE AN BACON category
BRANDING
Launderlust is a premium laundry cafe with coffee with beer and snacks located in the heart of North Park San Diego. Launderlust was designed for hip 20-35 year old men and women and reflect the company philosophy of “cherishing everyday�. Branding strategy positions this laundromat as the cool go to, study and errand place for locals, a place that is just as approachable as the fun bars next door.
I wanted the copywriting to be inviting and intriguing so I selected the name Launderlust to express the desire to get your laundry done and meet people at the same time. I used a simple, clear color palette to connote cleanliness. I used Apex, a friendly slab serif that connects with the North Park neighborhood. Bright white and pale blue are coupled with a tangy orange complement adding the warm tones of amber lager. That same crisp, minimal feel is reflected on the phone app that alerts you when your laundry is done.
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LOGO
giorgio sans apex serif COLORS
TYPOGRAPHY
friendly functional accomodating
KEYWORDS
ICONS
D
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_laundry app _punchcard _signage
15_LAUNDERLUST
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17_LAUNDERLUST
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_detergent dispenser _detergent
_detergent dispenser _detergent packaging
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DEMEA 21_LAUNDERLUST
1 2 3 4 5 6 7 8 9
lifestyle + femininity project DEMEANOR art director SE AN BACON category EDITO R IAL
ANOR Demeanor is a lifestyle magazine for women that features stories on city business, design and subculture. The objective was to create a magazine that balances cosmopolitan style as well the grittiness of the city. The target audience is upper middle class and highincome women living in a metropolitan area, ages 25-35. The magazine is unique because it focuses on exploring different parts within cities as well as individuals and their stories giving insights into their career, past, hopes, and thoughts about city living. By shining a light on hidden places, the magazine empowers women to not just live in the city, but help the city flourish by connecting to it. Starting with the masthead, I decided to choose a classic editorial font - Didot. I chose it because of it’s elegant shape and long lifespan of association with fashionable brands. The font has flexibility and durability originally based on a heroic period in French typographic history. To differentiate it from other fashion magazine I deleted the stems giving it a fresh, upscale look. For the body copy I used a confident, clean sans serif, Brandon grotesque. A bright yellow strip runs vertically on the front cover and wraps around the spine as an accent to dramatic full color photography.
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23_LAUNDERLUST
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25_DEMEANOR
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BUM 27_LAUNDERLUST
MPR 1 2 3 4 5 6 7 8 9
utility + improvement project
BUMPR
art director SE AN BACON category INTER AC TIVE
As the number of smartphone owners increase, so does the popularity of mobile apps. Bumpr is both a utility and social media app designed to empower users and infuse confidence in decisions with their car. The app represents a new approach to choices about car service for upper middle-income consumers, 20-50. Based on a simple truth that not all people know about cars, but a lot of people own cell phones this app fills a consumer need. Bumpr app enables the user to shop, rate and follow different auto body shops, as well as request quotes and appointments. Practical, efficient, fun and easy to use Bumpr keeps it simple to engage their target audience. A brand is defined by the place it holds in the heart, mind, and wallet of its customers and in the digital age it is linked to trust. To increase trust a conversational tone was used to engage the user with phrases like “it’s going to be OK�. The strategy was to develop an app with a strong and simple identity that communicates the brand value of confidence. For the logo I used the font Vitesse, a strong and masculine slab serif. I biformed the modified cap B and mixed it with all lower case letters. I chose black and yellow to reference street and traffic signs and instill trust in the viewer.
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LOGO
vitesse montserrat APP BUTTON
TYPOGRAPHY
COLORS
empowering functional unbiased KEYWORDS
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31_BUMPR
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Desiree Robichaux drives a Toyota camry likes: boba and the beach hates: being late
9 friends
post
share
posts
The boba place next door is delicious! Try it while you wait for your car. like
comment
january 20 1:00PM
Thanks for coming in Desiree, we will see you at you in 4,000 miles! like
33_BUMPR
comment
cho
2:00 PM
2:00 PM
2:00 PM PM 2:00
oose car 356 posts
356 friends
Sean Auto Body
2016
Don’t worry! It’s going to be ok
3/10/16
following
make
model
8:00am
request appointment
write a short discription descr car issues
reviews trim
continue
quick prices
confirm appointme
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35_LAUNDERLUST
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NIMBUS
37_LAUNDERLUST
AIRWA 1 2 3 4 5 6 7 8 9
travel + affinity project N I M B U S A I R W AY S art director MIN CHOI AN D SE AN BACON catergory BRANDING
Nimbus Airways is a Dutch airline of The Netherlands. Differentiating itself from the plethora of international economy options that get you from A to B, Nimbus offers a solid economy class product that puts KLM to shame. To reach this Dutch demographic I used a friendly and approachable color palette that says economy/budget. The straightforward simplicity is intentional because the Dutch value pragmatism. I chose the font Neutraface for it’s very large family that was useful in a wide variety of applications including tickets and stationery. The linear geometry of the font pays tribute to architect Richard Neutra without sacrificing an unmistakably warm and human feel. The graphic plane wrap uses pops of color on the engines and tail with a cloud form on the underside of the fuselage. Digital outdoor display ads focus on convenience and affordability. Airport advertising uses bold colors, shape and dynamic photographs of destinations.
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_advertisment _stationary _ luggage tag
39_NIMBUS AIRWAYS
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_tickets _airplane
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43_NIMBUS AIRWAYS
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OMMA 45_LAUNDERLUST
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subculture + assembly project COMMAND G art director SE AN BACON category BRANDING
Unite is an annual event targeting students and faculty studying graphic design in San Diego and planned by AIGA Student Chapters. Student leaders collaborate to host UNITE, including choosing the speaker, branding the event and marketing to the creative community. The speaker Sean Adams is the a former AIGA National President and founder of the blog Burning Settlers Cabin studio. The challenge was to showcase this multi-faceted individual and increase both interest and attendance. I teamed up with a fellow City College student to conceptualize and design the event theme and graphics with the goal of bringing together a diverse group of students studying at public and private, community colleges, universities and art schools.
AND G After much brainstorming we decided to use design lingo and selected the popular Adobe keyboard shortcut, command G. The concept was gestalt based, to group together as designers to become greater as a whole. This clever inference was a private joke, a of secret language that directly targeted our audience demographic. We then developed a series of colorful icons including sunglasses, a computer, palm trees, bikes and rulers to reflect San Diego spirit and designer tools. These were kicked at dynamic angles and used to create a patterned motif on a cream colored background.
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47_COMMAND G
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GEZE 49_LAUNDERLUST
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authenticity + heritage project GEZELLIG art director MIN CHOI category BRANDING
Gezellig is a craft brewery located in San Diego and Amsterdam. The objective of the brewery was to create a brand that pays tribute to Dutch national identity and culture and the Dutch term Gezellig, a word with no exact meaning but having many “good feeling� connotations. Promoting beer as a cultural heritage in the Netherlands this brewery sets up visits to breweries and sets up authentic Dutch beer festivals. Using my research and recognizing the need to distinguish the brand from the plethora of craft breweries in San Diego this brand strives to connect 25-45 male beer enthusiasts, to the Dutch beer revolution that is now in full swing.
ELLIG The pilsner style of lager is the beer of choice for most Dutch beer drinkers but this Dutch based brewer developed a better Pilsner that later blossomed into demand for an unforgettable witbier. To speak Dutch, I crafted a brand that is both contemporary with an emphasis on the rich heritage and culture of the Netherlands. An earthy map was developed to communicate adventure and emphasize the geography of the region. Names of beer flavors are printed vertically to create a unique and memorable experience with the consumer holding the beer.
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51_LAUNDERLUST
LOGO
ANTONIO sweet sans LOGO MARK
TYPOGRAPHY
COLORS
bold consistent adventurous
DESIGN ELEMENT
KEYWORDS
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53_GEZELLIG BIER
_coaster _beer label
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1 2 3 4 5 6 7 8 9 10 55_LAUNDERLUST
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OH P 57_LAUNDERLUST
POSY 1 2 3 4 5 6 7 8 9
gif t + deviance project OH POSY art director SE AN BACON category BRANDING
Oh Posy is a vibrant, forward thinking flower shop that provides customers with a refreshing take on purchasing flowers as gifts for friends and family. Targeting an audience of hipster, young men and women ages 20-35, the brand differentiates itself by creating a very specific aesthetic. In an age of text messaging and social media they make flower gifting cool again with branding that appeals to this unique demographic. Creating phantasms of blooming flowers that in reality would have never been put together in tthe same vase their unique arrangements turn heads. Oh Posy expressively attracts the attention of this subculture that value independent thinking, counter-culture, progressive politics, creativity, and witty banter. Employing optical illusions and polka dots, the branding, starts with the expressive name that is amusing to say and hear. The logotype combines the vitality of the fonts Knock out and Champion to establish a bold weight and keep it edgy. Patterning that creates optical illusions introduce a kinetic branding system inspired by Japanese punk rock. Branded applications include business cards, multi-purpose stickers, and uniquely branded craft paper to wrap their eclectic bouquets. An easy to use, reusable cloth flower carrier takes this playful brand to the streets. 58
_business cards _bouquet carrier
59_OH POSY
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_flower tape _note tags
61_OH POSY
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63_OH POSY
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1 2 3 4 5 6 7 8 9 10 65_LAUNDERLUST
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KIDU 67_LAUNDERLUST
UP 1 2 3 4 5 6 7 8 9
primary + leadership project
KID UP
art director
SE AN BACO N AN D C AN DICE LO PEZ category PAC K AG I N G
Kidup is a children’s educational kit that teaches children basic principles of money management and business. Designed for children ages 5-7 the product targets a secondary audience of upper middle income parents ages 30-45. The product encourages children to take risks and manage their money. It’s never too early to start your children on the road to financial freedom. Although the dollar amounts involved may be tiny, children who learn to control a small amount of money have a significant head start in adulthood over those who have no financial training. The vision for Kidup is to equip young children to become future leaders. My main objective was to engage children to get excited about money so instead of incorporating a typical business feel I used conceptual imagery and playful colors. The unconventional illustrations have a wonky style with serious kid appeal. This was juxtaposed with the clean straightforward font sweet sans. The clever kit includes everything needed for a first start up start business, a lemonade stand. Running a successful small business can be hard but Kidup encourages and educates kid entrepreneurs that it’s child’s play.
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^
69_LAUNDERLUST
LOGO
sweet sans
ILLUSTRATIVE STYLE
TYPOGRAPHY
COLORS
educational engaging advantagous
PATTERNS
KEYWORDS
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71_KIDUP
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73_KIDUP
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_budget book & stickers _ banner & pitcher _straws
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77_LAUNDERLUST
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THANK YOU Thank you to all my friends, family and instructors who helped me get to where I am today. copyright 2016 Jessa Quesada. All rights reserved. This book was printed on a pixma pro 100 on red river 60lb polar matte paper. 80