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Introduction
4-5
Blue Moon Poster
6-7
T-shirt Design
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Book Cover
10-11
The Stache Marketing Campaign
12-15
Packaging Graphic
16-17
Ride Attraction Poster
18-19
Yearbook Marketing Campaign
20-21
Three Moments in Time
22-23
Surfboard Graphic
24-25
Horror Movie Poster
26-27
The life Resources Foundation
28-29
Autobiography
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INTRODUCTION
2 Introduction
W
hen I began pursuing graphic design in college I not only gained an understanding of graphic design, but also the history of graphic design. Soon I began to take influences from past and contemporary graphic designers applying a unique blend into my work. A well-known art movement that has been influential in my graphic design is the style of Constructivism. This particular art movement has a very unique style consisting of geometric shapes and powerful graphics. The colors are primarily bold, and created in a way that pops the graphics to make a statement. The typography in Constructivism is also another intriguing area, type is organized vertically, horizontally as well as diagonally, bringing a typographically interesting dynamic to the overall design. Saul Bass has been one of my influential designers. Saul Bass is well known for his simple yet visually cunning movie posters, he was able to create a deeply meaningful design with limited graphics. When I
view the designs of by Saul Bass, they are effective and memorable graphics. Saul Bass and the Constructivism art movements are just two major influences in my graphic design. But I am also partially influenced by contemporary design trends. Recently we have seen the rise of design reflecting nostalgic typography and graphics with a slight modern twist. A graphic designer who I have been following for the past few years is Fabien Barral, otherwise known as Mr-Cup. Barral focuses his design efforts on creating environmentally friendly projects mixing contemporary and nostalgic. I find Barral intriguing, given that some of his personal designs are not computer orientated but hand crafted, the end product is something to be appreciated for its uniqueness.
graphic designs Introduction 3
Print Design Object Poster Object poster for Blue Moon Brewing Company. Graphic Designer, Adobe Illustrator, Adobe Photoshop 2012
4 Blue Moon Poster
HARD WORK Design is an art form in many ways. Like a traditional artist, the designer has to keep many different factors in mind, first being the audience. As a designer, we always push ourselves to come up with new creative ways to appeal to a specific audience. This creativity requires a expansive thought process. Some examples of a design thought process include; visual and topical research and mind mapping. Like the artist, the designer puts thought into every single aspect of work. Typography
is specifically chosen for the appropriate message and the formatting is adjusted properly for legibility. Images need to be in proper resolution for impact and clarity. Metaphors and word play may be taken into account to keep the audience engaged in the design.
“The artist is nothing without the gift, but the gift is nothing without work.� —Emile Zola
Blue Moon Poster 5
BEGIN NINGS
“Every artist was first an amateur.� —Ralph Waldo Emerson
6 T-shirt Design
As a young designer the tendency is to compare personal designs with other designers who have been in the business for quite some time. It should be taken into account that mature designers were once young amateurs. Everyone has to start by learning the fundamentals and rules. Design is a craft that takes time to develop and hone the skills that will lead to personal style. The learning and improving as a designer does not stop, there is always something to develop on. Everyday I see myself becoming much more skilled.
Print Design T-shirt Graphic T-shirt graphic for surf culture. California Beachwear Company Graphic Designer, Adobe Illustrator, Adobe Photoshop 2012
T-shirt Design 7
In this particular novel we are given the first person perspective of a German spy code named “The Needle� who holds the secret of Nazi victory in WWII.
Print Design Book Cover Design Book cover design for Eye of the Needle, a German spy novel set during WWII in Europe. Print design, Adobe Illustrator, Adobe InDesign, 2012
8 Book Cover
TO SUCCEED YOU MUST FAIL
As with everything in life, you learn from your mistakes. Graphic design is a learning process, therefore failure is inevitable. What makes a good designer is failure, this allows for critique and strength building of the creative muscle. When we recognize our failures and learn from them we grow to a more mature designer. When I began graphic design I found myself making many mistakes, like printing out a document at the improper resolution or formatting typography incorrectly. Let me say that making mistakes is not fun especially when something is on the line. The good news is that my education in graphic design has helped me improve on my mistakes and build me to where I am now.
“In order to succeed you must fail, so that you know what not to do the next time.” —Anthony J. D’Angelo
Book Cover 9
EMOTIONS “Design must seduce, shape, and perhaps more importantly, evoke an emotional response.” —April Greiman
Design is more than creating a graphic, what makes a good designer is the ability to evoke emotions in the audience that shapes thinking. When I design I try to incorporate a visual story. Upon creating a visual story the audience is far more engaged and emotionally connected to a design. This quote is very inspiring to my design philosophy.
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THESTACHESHOP.COM THESTACHE @ GMAIL.COM
STACHE SPECIALS
10 00
9 00
Original
Villian
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Magnimum
Fuhrer
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5 00 Easy Rider
Wax-on
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6 00 E=MC2
Like Flynn
8 00 Hipster
Dahli
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OTHER GOODIES
The coupon design maintains a vintage appeal that is comparable to an old timey barber shop from the turn of the century.
10 The Stache Marketing Campaign
5 00 Stache Cut
10 00 Color
5 00 Beard Cut
10 00 Shampoo and Conditioner
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Dear John Smith, Itassitium quis et litatectio et laccabo reprero vidit, con et re proviti corese vitam que velitae iumquist arum explabo rerior autemossimus ent volores tiaepud issimporest offictorro veruptibus aria doluptate pa susaepr atiur, occuptas sitatio nectotat re ipsaeri aestrum et, sunt alitatur alitiur, quistios mil in exerspicabo. Nam, niet laut volorrum quo blanditas evelend anditat urition ni omnimolupta doluptas debis audi bernatem labore peritat estrum autatem que non pro blam qui dicid militia tiaeribus andit ea nusdam voluptatem facepta vollaborest, eos es acepra vid quam fugit occaesseque etus, te est hit, sit hario et lab in consectur, volupti sapis quiaspe nimolo maximus et fugitis maximagnat erferempori dolesto tem aut vendio quae et aperchi liquaestem aut harunte velitae magnatquam, sequia ditatatio. Sincerely, John Doe
608
832-4141
123 Bearded Ln. Wisconsin, 53705 W E
THESTACHESHOP.COM THESTACHE @ GMAIL.COM
The business card graphic is clear, organized and effectively communicates to the target audience.
Marketing and Design Marketing Campaign Marketing materials for a fictional business named “The Stache�. Marketing, Graphic Designer, Adobe Illustrator, Adobe InDesign, 2013
The Stache Marketing Campaign 11
PURPOSE “Design is a plan for arranging elements in such a way as best to accomplish a particular purpose.” —Charles Eames
12 Packaging Graphic
If someone were to ask me why I enjoy graphic design, I would more than likely respond saying I enjoy it because I have the ability to control my audience. Each and every audience possesses different needs. Every project differs in some way. It is my job as the designer to organize information in a way that is different, yet effective in terms of visual communication.
The following sketch is an idea for one of the tea product lines sold by Trader Joe’s.
The new logo design features a visual double meaning, a check mark as the leaf stem. This new logo is direct and meaningful.
Packaging Graphic 13
Packaging Design Trader Joe’s Product Design Packaging and graphic design for a tea product line sold by Trader Joe’s. Graphic Designer, Adobe Illustrator, Adobe InDesign, 2012
der joe’s a r t
I’m organic or ganic teas
Here is the final rendering for the new badge design.
Packaging Graphic 15
IMPORTANCE “Design is so critical it should be on the agenda of every meeting in every single department.” Design is in every aspect of out lives, yet few acknowledge the importance of good design. I have come across countless advertisements in departments that do not have an experienced designer working for them. We are influenced consciously and subconsciously by what we see, which is why I personally believe that design should be taken seriously in every singe department.
—Milton Glaser
Advertisement Ride Attraction Poster Ride attraction poster that captures the story of a reclusive pack rat who is faced with the dilemma of choosing his belongings or being part of the rat pack. Graphic Designer, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, 2012
16 Ride Attraction Poster
live loud
the yearbook is coming... live loud.
( Live Loud )
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Marketing and Design Azusa Pacific University Yearbook Promo Marketing material for school yearbook. The theme for 2013 was “Live Loud.� Marketing, Graphic Designer, Adobe Illustrator, Adobe Photoshop, 2013
18 Yearbook Marketing Campaign
apu yearbook
live loud
AUDIENCE “Design can have such a positive impact on the way people live and on their relationships and moods.” —Genevieve Gorder
Designers play a large role in the way we live our lives almost to the point where the designer is in control. Design is everywhere from the style of clothing we wear to the content in the magazines we read. Subconsciously designers can create marketing campaigns to boost sales or promote a specifi c cause. I find it remarkable how many lives have been changed from a design that has pushed creative thought and artisan like craft.
Yearbook Marketing Campaign 19
PASSION
1 I find this quote inspiring because it is very much true. There is a difference between someone who works at a specific job because they have to, and someone who works at a specific job because they are passionate about it. To be most effective in your job I feel that you should take pleasure in what you do. If you enjoy your job then not only do you benefit, but so does your coworkers and your boss. This is how I feel about my career path, I am going into something I love day in day out.
20 Three Moments in Time
“Choose a job you love, and you will never have to work a day in your life.” —Charles Eames
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Storytelling Three Moments in Time The key of this design is to tell a story using just three images beginning with a familiar scene, then adding an unexpected twist. Graphic Designer, Adobe Illustrator, 2013
Three Moments in Time 21
COLOR Graphic Art Surfboard Graphic Surfboard graphic with a catchy blue/green pattern design. The “Green Room” is known to surfers as the space inside the tube of a wave. Graphic Designer, Adobe Illustrator, 2013
“Color does not add a pleasant quality to a design – it reinforces it.” —Pierre Bonnard
22 Surfboard Graphic
Color helps us make those connections between design and meaning. How effective would a marketing campaign for the environment be if the design did not consist of earthy green color? The design would be dull and boring, it may not even be effective at all. Adding color makes a huge difference in terms of visual impact. I enjoy adding a splash of color to my design projects, it not only makes it much more pleasing to the eye, but it also evokes an emotional response.
Surfboard Graphic 23
BE YOUR SELF “Be yourself, everyone else is taken” —Oscar Wilde
Individuality no matter how weird or outlandish should be appreciated, not frowned upon. Everyone has a uniqueness that makes them special, this is especially true when it comes to an artist or a designer (excluding our outlandish nature). It is very easy to follow design trends and conform to styles that everyone else is doing. True creativity emerges when the artist or designer is doing what comes naturally. Not only is the art personalized, but it is also meaningful, which is why I value individuality.
Marketing and Storytelling Horror Movie Poster This design is reminiscent to the horror movie posters of the late 1970’s. The graphic is raw and in your face with an appropriate tag line. Graphic Designer, Adobe Illustrator, Adobe Photoshop 2013
Horror Movie Poster 25
Web Design thelrf.org Website redesign for the LRF providing a modern web presence, easy navigation, relevant information and obtainable content. Web & Graphic Designer, Wordpress, Adobe Photoshop, 2013
26 The Life Resources Foundation
LIVE FOR OTHERS This is one of the most important quotes to me in my entire design philosophy. There is something special about living for other people rather than living only for oneself. Graphic design is a very powerful medium and as the ability to alter our perception on life. The website you see to your left is for a Christian training center in the Philippines named the Life Resources Foundation (LRF). The website redesign for the LRF provides relevant and obtainable information which in turn helps the training center gain supporters.
“Only a life lived for others is a life worthwhile.” —Albert Einstein
The Life Resources Foundation 27
T U
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Now that you have viewed my work, allow me to explain myself as a graphic designer. The first aspect about myself as a designer is that I work in a timely structured manner. To me organization is key to success. This work ethic is reflected unto my design process as well. I like to follow a design process before I even begin creating graphics on the computer. Graphic design is not just my profession it is my passion, which is why I enjoy every aspect of design from the beginning thought process, to creating the final design. I constantly find ways to better myself and please the client, which is why critiques and feedback allow me to go one further and challenge myself to improve on a design project. Typically I preform individual design, yet I prefer collaborative
28 Autobiography
design work. Group discussions allow for varied opinions and ideas, which makes a huge difference in the thought process. I am unbiased and always open to new ideas, a simple idea always has the potential to become a great design, all it requires is an open mind. My graphic design education has encouraged me to use metaphors, symbols, and story telling in my work. Much like a studio artist brings the audience into their artwork, I do the same with my designs. As I have learned, every design is a chance to tell a story. By telling a story, our brains become more active and engaged as we naturally try and relate to symbols and metaphors. Please visit my website at www.johvaldezcreative.com for more.
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colophon typefaces
paper
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Lato Bebas Neue Prime Standard Photoshop Illustrator InDesign John Valdez Graphic Designs Š2014 www.johnvaldezcreative.com
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