LUIS MARTINEZ - PORTFOLIO SPRING 2017
BIO My name is Luis Martinez (LEM), recently majored in Visual Communication Design emphasizing in brand strategy. I enjoy the outdoors, new adventures, and traveling to culturally rich places. My life vision is to become a successful designer that helps contribute solutions to social and global problems around the world. I would like to leave a mark and be able to travel the world through design. Do and become something more than the ordinary.
TA B L E O F CO N T E N T S I N N E R A C T P RO J E C T U I / U X Z I U R R E B R A N D I N G
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D E C I S I O N S M OT I O N G R A P H I C S 3 1 L A S H E S B R A N D I N G 4 1 B R E N D A F LO R E S B R A N D I N G 5 1 J D A U T O S PA B R A N D I N G 6 1 F O C U S B R E W PA C K A G I N G 7 1
I N N E R AC T P R OJ E C T U X D E S I G N / R E S E A R C H Inneract Project (IP) is a non-profit organization that provides free design classes and initiatives to youth from under served communities, in order to introduce them to the field of design and channel their creativity into viable career paths. Their current website lacks engaging features that do not attract or retain traffic and it’s current users don’t find the website very useful. The goal of this project was to identify different user flows and determine the best user experience that can help re-organize the Inneract Project’s website to be multipurpose, a website that not only attracts, but educates.
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P R O B L E M S TAT E M E N T The current Inneract Project website lacks engaging features that do not attract or retain traffic and it’s current users don’t find the website very useful.
P U R P OS E Research and identify different user flows and determine the best user experience that can help re-organize the website to be multipurpose- a website that not only attracts, but educates.
PRELIMINARY RESEARCH Current research and investigation on Inneract’s website have resulted in poor user engagement and retention. It seems that the lack of useful resources within the website are the main cause for its low traffic. According to recent user feedback, it seems that Inneract’s website is just there to inform viewers of who they and what the organization does, but doesn’t draw the attention of any new user or audience.
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S U R V E Y R E S U LT S How do you hear about IP? 25% Online
20% Friend
30% Social Media 5% Other
Initial search on IP.org?
5% Family
5% Teacher
10% Colleague
55% Program Info
10% Other
25% Education
5% Nothing
5% Company Info
How often do you go on the IP website? 25% Never
45% Once/Month
5% +3 Times/ Week 25% Once / Week
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FINDINGS 1) Students don’t use the IP website much. 2) Students use Snap Chat as their main social media application. 3) Parents first accessed the website looking for program information. 4) Parents want ip provide them information about design college opportunities for their children. 5) Volunteers 1st hear about IP through a social media announcement or Google searches. 6) Volunteers only accessed the website in the initial stages of volunteering for informational purposes. 7) Volunteers would like to have all the learning resources in one place for easier access.
P R O P OS E D S O LU T I O N S New IP website prototyping the possible layouts that a resourceful and engaging new IP website might look like based on current user needs. Snap Chat Advertisement Campaign with the purpose of reaching more youth and spark their interest in IP and design.
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I N S P I R AT I O N
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I D E AT I O N
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WEBSITE STRUCTURE DESIGN
About
Careers
PROGRAMS About
Design Academy Classes
Impact Everyday
Learn
Upcoming Sign Up
YOUTH Design 4 Youth Upcoming Field Trips EVENTS Class Overview Upcoming Student Design Gallery
Volunteer
Event Calendar
VOLUNTEER About
Requirements
Curriculum
Apply Contact
PARENTS Design 4 Parents Career Counseling Outreach
College Prep
PARTNERS Board of Advisors
Staff
Partnerships
Contact Us
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WIREFRAME WEBSITE
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W I R E F R A M E S N A P C H AT A D
IMAGE & CAPTION
TRANSPARENCIES APPEAR
IP’S INFO APPEARS
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FULL RES WEBSITE
Main Page: The new layout of the IP website had to remain similar to their
Edu. Video Page: Informational design videos and tutorials where integrated
previous one since most users are familiar with its overall look and feel.
into the new website after users gave feedback stating that they wanted an
To make the site current and attractive, the main images became full page
engaging site where they could learn about design. These videos are from
banners with call to actions. In addition to the image adjustments, new and
Lynda.com, however they can be accessed for free through the IP website.
detailed tabs were added for easier navigation. 11
Sign Up Page: The new website has a sign up platform for every kind of user.
Volunteer Platform: Current IP volunteers struggled with retrieval of educational
Having such platform allows IP staff to build a solid database, and users are
resources in multiple cloud storage applications. As an innovative solution, the volunteer
able to locate their personal/educational resources all in one place.
platform now has an integration every Google productivity app. Volunteers also have instant access to IP emails and a library with past and current lecture resources.
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F U L L R E S S O C I A L M E D I A A DS S T U D I O S H OT S F U L L R E S S N A P C H AT
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S O LU T I O N The final solutions for this project successfully met the companies needs and expectations. The new website will serve as a resourceful platform where people can learn about design through IP and the Snap Chat Ad will serve as an outreach alternative in hope of attracting new students to the organization.
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ZIUR DESIGNS REBRANDING Ziur Designs is a high end jeweler that creates exotic accessories for women made from precious stones from different parts of the world. The company was assigned a previous identity that did not reflect the quality and prestige of their products. With the simplification of the previous logo in combination with other typographic elements, a new and more suitable identity was developed. Such identity transmits simplicity and class, portraying Ziur Designs as a high-end jeweler in an effective manner.
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I N S P I R AT I O N
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I D E AT I O N
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SKETCHING
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ST YLE SHEET T YPOGRAPHY
CHROMA
SOLEIL
HEX #000000
HEX #FFFFFF
a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 567 8 90 Bold
THEORY
SOFT WARE
Ziur Designs previously used Times New Roman as their main font. Such outdated font was irrelevant to the original logo. As a designer I decided to approach a much more modern look and incorporated Soleil. Its minimalistic sans serif look matches the newly designed logo. I chose a monochromatic spectrum since black and white symbolize elegance and simplicity, and that is what Ziur Designs stands for.
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P R OTOT Y P I N G
To maintain consistency and brand recognition I simplified the previous logo by removing “designs� for the logo, and just keeping the original ZIUR logo. The company needed an alternative logo/emblem for their new branding, so I decided to join the Z and the R from Ziur and use such abbreviation to create the new logo. When the initials are pronounced it still reads the company’s full name : ZIUR. 27
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S O LU T I O N The final outcome of the project was successful. I was able to develop a new and fresh image for ZIUR and properly integrate the new identity with the existing company’s concept. The new choice of typographic elements along with the new added emblem resemble the elegance and class that ZIUR carries in their jewelry.
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D E C I S I O N S M OT I O N G R A P H I C S This project is a motion graphics project using kinetic typography. The overall concept was to develop a visually compelling video using different typographic elements that visually correspond to the overall sound of the playback audio. I chose the audio of a motivational video found in Youtube, to give a sense of purpose to the project, and transmit empowerment to the audience. The tone and flow of the motion video really captures the viewers attention and makes them reflect upon the message the speaker of the audio is communicating.
DECISIONS
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I N S P I R AT I O N My main inspiration for the development of this project where books from my favorite spiritual and motivational authors. One of them is Anthony Robbins, who is well known for his leadership success and inspirational conferences around the world. His book “Awaken the Giant Within” has been the most motivational book for me and has changed the way I look at life. The second book, “A Force for Good” by Dalai Lama speaks about the important spiritual life practices one must implement in their lifestyle to live a happy life. Both books have shaped the way I look at life and I wanted to transmit that inspiration in a visual and audible format.
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I D E AT I O N
I D E AT I O N
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ST YLE SHEET T YPOGRAPHY
CHROMA
PA L AT I N O L I N O T Y P E
HEX # 0F1F2B
HEX #FFFFFF
a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890 Bold
THEORY
The original Youtube video has a very serious, loud, and inspirational tone. SOFT WARE
To compliment that, I decided to use only two colors, dark blue and white. For the typography, I chose Palatino Lynotype, which is an elegant serif type that properly displays the tone and voice of the person speaking in the video. The type and color elements work very well with the applied motion I chose for the final video.
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S TO R Y B OA R D
maAjor decisions
& Also there are a
Words will be fading after they are said, to
Emphasis on A syllable (CAPS will be used
Exclamation on Also, using opacity for
Bold “lot� (Highlights and resembles the
represent the echoing tone of voice.
to in coordination to tone of voice)
smooth transitioning.
emphasis and tone of voice of the audio.
some decisions are
t
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we DONT make th
deciding to decide, to act ...
TAX
lot of
SMALL
decisions deciscions
that we DONT make th hat they TAX our
minds
Emphasis on small using all CAPS for
Don’t will be fully visible and then sliced
Dramatic scale increase in the letter A
Minds will fade in and glow, this will
expression and meaning, followed by a
to reveal it literal meaning.
inside “tax”, to illustrate tone of voice.
illustrate the deep meaning of the
fading effect on decisions.
message being said in the audio.
... is a major challenge
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decide. S O LU T I O N The final solution turned out to be an inspiring motivational video that has the audience reflect on their personal life for a second. The great use of color, typography, and motion effects capture the viewers attention and make them engage with the video itself.
H T T PS : // V I M E O.CO M / 1 9 0 5 7 1 8 0 2
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L A’ S H E S P R O D U C T B R A N D I N G La’shes by Melissa Fresnedo is a new line of high quality artificial eyelashes that was recently founded in Mexico. Their styles have quickly allowed them to grow nationally and gain international recognition. These eyelashes bring beauty, style, and character to whoever wears them. Due to their high quality, the eyelashes can be worn several times before replacing them, without loosing it’s form or quality. The project consisted of developing the brand and its identity.
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I N S P I R AT I O N
I N S P I R AT I O N
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I D E AT I O N
I D E AT I O N
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ST YLE SHEET T YPOGRAPHY
CHROMA
HUCKLEBUCK JF
HEX # E81E8C
HEX # FFFFFF
a b c d e f g h i j k l m n o p q r s t u v w x y z AB CD E F G H IJ K L M N O P QR S T UV W X Y Z 1 2 3 4 5 6 7 8 9 0 Regular
HEX # 000000
X XII GEOM a b c d e f g h i j k l m n o p q r s t u v w x y z AB C D E FG H IJ KLM N O PQ R STUVW XYZ 1234567890 Regular SOFT WARE
THEORY
The color choice for this brand was mainly determined by the message the client wanted to express via their eyelashes. Since the brand is supposed to resemble boldness and character, I decided to use a hot pink to create some pop and represent that boldness. I decided to us Hucklebuck JF as the brand’s main font because it has bold/feminine characteristics that go with the overall brand concept.
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Lashes
P R OTOT Y P I N G
L’shs Lashes
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La’
La
Lashes La’shes
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S O LU T I O N The final design solution of La’shes turned out to be the brand that was initially visualized. The identity and branding of La’shes transmits boldness, character, beauty, and elegance. With this new image, La’shes will be able to expand onto different parts of the world, making it an upcoming leader in the fashion industry.
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B R E N D A F LO R E S B R A N D I N G Brenda Flores is a Mexican public figure currently in the professional women’s boxing realm. As a public figure, she wanted a personal identity that expressed who she was, whether she was inside a boxing ring or at a public conference. She plans to retire in the near future and is looking to get involved with the community in a professional level. The development of her branding identity had to be feminine but at the same time bold enough to show her personality.
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I N S P I R AT I O N
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I D E AT I O N
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SKETCHING
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ST YLE SHEET T YPOGRAPHY
CHROMA
CAPITOLIUM 2
HEX #26225C
HEX # F07263
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Bold
AV E N I R a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 Regular
THEORY
For the initial branding, I decided to use a dark blue and a orange-pink color pallet because it gives the overall branding personality. For the development of the logo itself, I used the font Capitolium 2. The serif type face created a classy and elegant feel to the logo. For body text, I decided to go with the san-serif typeface Avenir. Both fonts work well together and meet the client’s personality and interests.
SOFT WARE
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P R OTOT Y P I N G
During the prototyping process, I experimented with several different color choices for the logo to ensure it worked well with future advertising campaigns and promotions. 57
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S O LU T I O N After different design variations, the final identity concept delivers a powerful yet feminine image that correctly depicts the clients personality and aspirations. The aesthetics of the logo go well with multiple colors, making the design versatile and diverse. This brand will be suitable for both her boxing and public figure career.
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J D A U TO S PA I D E N T I T Y JD Auto Spa is a new luxury mobile detailing business that has been recently established in San Diego, CA. They use top quality products to ensure their services bring out the luxury in every car they service. The branding and identity of the company had to be modern and at the same time project quality and luxury.
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I N S P I R AT I O N
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I D E AT I O N
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SKETCHING
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ST YLE SHEET T YPOGRAPHY
CHROMA
G OT H A M
HEX #000000
HEX #FFFFFF
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 12 3 4 5678 90 Medium
CIUDAD NUEVA
THEORY
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
To keep it classy, I decided to use basic colors such as black and white.
1 2 3 4 5 6 7 8 9 0 Bold
I incorporated different tonalities of these two colors to create gradient grays for different logo applications. I used Gotham as the main body type and Ciudad Nueva for the logo creation. Both typefaces work well together and create a luxurious yet simple logo that meets the client’s expectations.
SOFT WARE
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P R OTOT Y P I N G
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S O LU T I O N The final outcome of the design process resulted in a very minimalistic design approach that effectively resembles the company’s purpose and mission statement. The identity properly addresses the company’s elegance and luxurious looks. With the proper use of typography and the monochromatic color choice, the brand stands out and it successfully draws the attention of potential clients.
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F O C U S B R E W PAC K AG E D E S I G N Distracted driving in America has been an issue threating public safety for a long time now. The most common consequences of distracted driving are accidents, injury, and death. My intentions for this project was to raise awareness of the harms of distracted driving by developing a new coffee brew. Since coffee is something most Americans drink before going to work, shocking facts about distracted driving were incorporated and branded as a form of propaganda into a new coffee brew along with coffee cups and carriers. The purpose of this project was to draw publics attention to reduce driver distraction nation wide, and the way to package it was through a product that is widely consumed nation wide on a daily basis.
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I N S P I R AT I O N
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I D E AT I O N
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ST YLE SHEET T YPOGRAPHY
CHROMA
GOTHAM
HEX #B42526
HEX #FFFFFF
a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 123 4 5 67 8 90 Book/Bold
GIN
THEORY
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
The red color was chosen because this color is usually associated with
Regular
packaging for the organization’s purpose.
alertness, warning, stop, and blood. To create contrast I kept it simple by using white. The idea was to create a subtle yet alarming piece of branded
SOFT WARE
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P R OTOT Y P I N G
S O LU T I O N Focus Brew turned out to be a success. Although the brand is only a concept/suggestion, if it were to be implemented by the NHTSA, it would help raise awareness about the dangers of distracted driving in a creative and effective manner. The effective use of type, color, and concept make the brand appealing and impactful.
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T H A N K YO U . I appreciate the valuable time you have taken to throughly review my design portfolio demonstrating my design skills and background. I am looking forward in working with you directly or indirectly for any of your future design endeavors. I am always eager to learn new aspects of design that will benefit me as a designer, and consequently the team or company I will be working with.
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LUIS E. MARTINEZ (LEM) 619.608.6698 l3mdesigner@gmail.com
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