The projects presented in this portfolio are products of academic and professional development by Lully Duque Rojas. I certify my authorship for each of them. This work is protected by copyright laws of Colombia and prohibits the use, copying or reproduction of this material without the author’s permission.
HI
THERE!
BETA+
CLIENT Beta+ Magazine
DESIGN BY Juan Pablo Posso /Lully Duque
ACADEMIC PROJECT
Vanguardist
Relevant
011
Irreverent
BETA +
This brand is:
In the middle of the boom of a society interested in developing a culture of knowledge we find Beta+, a new monthly magazine which comes from the wish of informing people interested in knowing about what is going on in the world of contemporary art. Beta+ is a brand whose objective is to present itself as sassy, relevant and unique. The strategy to taking on the design of Beta+ as a brand (beyond the editorial publication) comes from the artistic forefronts such as deconstructivism and dadaism, concepts to which we wanted to add culture and innovation.
012 BETA +
The Beta+ logotype is a typographical composition in which the distinguishing attribute is the letter A in search of giving it uniqueness. In addition it’s composed by a hexagon accompanied by the symbol ‘+’ which creates a wordplay that sticks in the spectators minds. This graphic symbol will be converted into the “sign” or the iconic element of Beta+. The choice of the typographical palette was based on an analysis of the typographical procedure of futurism (with certain irregularities which strenghten the texts) to generate a unique logotype.
40 pages
013
13,5x21cm
BETA +
Magazine dimensions:
BETA +
014
POR FIN LLEGÓ LA NUEVA EDICIÓN
Poster size:
50 x 70cm
BETA
015
Given that the magazine is a new monthly publication with a limited production budget, one of the biggest challenges was to use resources that would minimize the costs. This is the main reason that Beta is available in a single ink (red). Nevertheless, it’s still a bold and interesting publication as the ink is in contrast to the tone (blue or cream) of the papers it is printed on.
BETA +
One of the most significant aspects of Beta+ is the color.
016 BETA +
For the brand style we took the decision to stick to a deconstructive and organic style as its directly relatable to the contemporary art, which is the reason for the existance of the brand. This parameter leads us to use bleed text, unaligned or divided boxes of text and big and prominent headlines. All this to generate movement of the parts, a rythm and a dynamism that make the recipient interested in the information and its interpretation.
Beta+ is proof that even without a lot of financing, the design can provide a brand with distinguishing elements that make it stand out in a specific market.
Website
L A FE RIA D
BETA +
017
DE CALI
L A FE RIA
CLIENT Corfecali (Winner Poster of design contest)
DESIGN BY Lully Duque
PROFESSIONAL PROJECT
Multicultural
Colorful
021
Fun / Joyful
57ÂŞ FERI A DE C A LI
This brand is:
The Cali fair, with its 57 years of tradition, is one of the most symbolic celebrations in Colombia. During this event, art and design are given space through the annual contest for the design of the offical poster of the Cali fair, in which every colombian older than 18 can participate. With the theme of 2014’s fair: Cali, the capital of happines, the poster, which would then be the official one, was created. This is the winning design.
57ª FERI A DE C A LI
022
57ª FERI A DE C A LI
023
024
50 x 70cm
57ª FERI A DE C A LI
Original Poster SIze:
The idea with this years design was to represent Cali as a euphoric woman full of life, a representative of the descendants of african ancestors (as is the majority of the Cali population), in which the ‘caleños’ could feel represented and where the historical monuments of the city were put aside in order to focus on the people. Moreover, the choice of technique used in the development of the poster was digital aquarelle, which is based on one of the definitions of happiness: “A state of fluidity”, that is reflected in the woman’s hair as a joyful and colorful expression in which the title “57ª feria de Cali” is written. All the formal aspects of the poster, and consequently the image of the event, allude to happiness through an organic and fluent esthetic supported by a wide color spectrum going from yellow to magenta and green tones, always making sure that the warm colors that Cali emits prevail.
57ª FERI A DE C A LI
025
026 57ª FERI A DE C A LI
Special edition of MIO’s card (Integrated Mass Transport System of Cali)
Card Size:
5,5 x 8,5cm
027 57ÂŞ FERI A DE C A LI
This is an example of the kind of ads where the design appeared
14
CARAC
40
CTERES
CLIENT 140 Caracteres Film Festival
DESIGN BY Jefferson Gonzรกlez /Paula Ariza /Lully Duque
ACADEMIC & PROFESSIONAL PROJECT
Digital
Dynamic / Young
031
Fresh /Innovator
140 C A RAC T ERES
This brand is:
After the birth of the “age of digitalization” concept, a colombian idea was designed. One which proposes the use of content published daily by millions of people on Twitter to add a fresh element to the creation of audiovisual material. Here’s where the 140 Caracter film festival came to light, the first cinematographic festival inspired by social media. Our challenge was to create it’s new identity.
140 C A RAC T ERES
032
140 C A RAC T ERES
033
034 140 C A RAC T ERES
Our image policy consists of providing an identity to the festival, one that is its own. This is why we chose a unique identity that is representative of the festival: the statuette. It’s composed by a camera objective on top of a tripod and on its sides it has the wings of the Twitter bird. The statuette came to mind due to the positioning of the festival and it refers directly to 140 Caracters as well as it demonstrates the digital and audiovisual environment in which the festival is set.
035 140 C A RAC T ERES
Furthermore, given that the festival is directed to a target audience of an age between approximately 18 and 35 years, the typographical choice is a sans-serif typeface. It expresses “contemporaneity� and is geographically neutral which strengthens the international focus of the festival. The chosen typeface is DIN Next Lt Pro. We also utilize a fairly wide color palette including combinations in which 1 bright and up to 2 matt colors are used. This is to make the
complementary graphic the strongest element of the system. For said graphic, it was decided to create certain montages which audiovisual environments would be shown (which can be backstage spaces or making off of any cinematographic production). In each of these is a rhetoric element, in which all the people who appear in the image have had their heads changed for bird heads. The idea is to reinforce the base image of the festival: cinema and Twitter.
All th e p i c t u res o f the se pa g e s b e lo ng to the V I P kit th at in clude s a wood box, p ro gram, en t r an c e b r a c e le ts, po ste r, c upo ns a nd gifts .
036 140 C A RAC T ERES
Inv ita tion s ize : Ro se tte s ize :
10 x 10 cm 9 x 11 c m
037 140 C A RAC T ERES
Ticket s i z e
6 x 15 cm
CHINGALE
CLIENT Chingale Restaurante
DESIGN BY Luis Carlos DÃaz /Lully Duque
ACADEMIC PROJECT
Different /Contrastive
Mexican
041
Bright
C H I NGA LE
This brand is:
In a city like Bogotá, where the gastronomic options are so many, there is a mexican restaurant called “Chingale”. Its objective is to attract the attention of the Bogota dinner guests and to position itself in the market as the best of its kind, not only because of their food but also because of the experience that they offer.
042 C H I NGA LE
Pi c t u res s iz e :
45 x 45 c m (e ach of th e m)
043 C H I NGA LE
The strategy of approaching the brand’s design comes from a study of the mexican culture where we focus on one of the most representative festivities: the day of the dead. This reference lays out a specific iconography, colorful and unique. With that in mind it was decided that the appropriate solution would be a lettering that made the brand unique and distinguished with dynamism and laden with typical organic representations of mexican artists.
Menu : Packin g s :
A4 f ormat c usto m s ize s
044 C H I NGA LE
Given that the mexican culture tends to use a lot of colors in its symbols, we decided to create a bright and contrastive Brand based on a limited but very striking chromatic palette that, without a doubt, will make the brand stand out to the eyes of the Bogotรก market. Apart from the iconography of the day of the dead, the central element of the complementary graphic is the skull of the Santa muerte. As a secondary element a texture of arabesques and organic elements was created. One that together with the chromatic design result in a saturated and dynamic graphic which is directly in relation to the visual mexican symbols. The whole visual process of the brand is extremely detailed and controlled with the intention of avoiding a disorganized design and instead elevate the rich graphic of each piece and to signal to the consumer that it is a restaurant with very high standards.
045 C H I NGA LE
Bussi n es Card Si z e: Packin g s :
9 x 5 cm cus tom s ize s
BOG OTÁ CUSTOM BIKE S
M
CLIENT Bogotรก Custom Bikes
DESIGN BY Lully Duque
PROFESSIONAL PROJECT
Urban
Dynamic / Young
049
Fresh /Innovator
BO GOTร C U STO M BI KES
This brand is:
In the caotic and stressful city of Bogotรก an idea with the intention of motivating the bogotanos to think about alternative ways to move in the city, was hatched. An idea with the goal of improving the quality of life of the citizens and promote a healthier and more enviromentally conscious culture. Bogotรก Custom Bikes is a new brand of personalized bikes, created by and for bogotanos, offering innumerable options to personalize the order and with the guaranty that the bikes are of good quality: designed for the though and difficult roads of Bogotรก. The main motivation of Bogotรก Custom Bikes is to provide an incentive for people, especially for the young bogotanos, to live a more active life where they benefit from alternative methods of transport which are available for everyone. Therefore our objective is to project a young, fresh, original and including brand.
050 BO GOTÁ C U STO M BI KES
Ownership Card Size:
9 x 5,5 cm
051 BO GOTร C U STO M BI KES
For the development of this image we turned to the use of lettering as the main element as it does not only help us strenghten the aforementioned concepts, but also provide the brand with an urban aspect which characterizes Bogotรก. Furthermore, the typeface has been created specifically for the brand and is in line with the fact that Bogotรก Custom Bikes are looking to hand over 100 % personalized products to their clients.
Ownership Card Size:
9 x 5,5 c m
BO GOTÁ C U STO M BI KES
052
053 BO GOTĂ C U STO M BI KES
Finally, with the objective of promoting the brand with a dynamic and striking language, the choice of palette is a chromatic one composed by vibrating duotones of high contrasts which, when joined with the photography of the products, gives a result that shows an interesting brand image which is attractive for the market segment which we aim towards.
A pplications on product:
054
c u s to m s i z es
BO GOTĂ C U STO M BI KES
055 BO GOTĂ C U STO M BI KES
This project encompasses design solutions for applying the image on the products and accessories that are commercialized by the brand, their credentials and the system of broadcasting which includes digital channels, posters and artistic involvements in public spaces.
YOT TA DATO
S
CLIENT Yotta Datos
DESIGN BY Maria Andrea Santos /Lully Duque
PROFESSIONAL PROJECT
Analytics
Experienced
059
Practical /Serious
YOT TA DATO S
This brand is:
YottaDatos is a initiative of “Cifras y Conceptos” (the biggest Colombian market research entity) which gives information about planning electoral campaigns under the model of Big Data. The basic principle of YottaDatos is to make a universe of information make sense. It’s an offline interactive service platform which allows getting estimations of the size of the market with electoral or commercial purposes. The reportes produced by scientists and based on data from “Cifras y Conceptos” facilitate the decision- making with information about structure and tendencies of the market for a price much lower than the price of a complete market study.
060 YOT TA DATO S
This is a project in whose development we cared about making the multiple concepts of the brand evident. As a starting point we have the name of the brand, in which the word “Yotta� is from a greek origin which meaning is eight (8) and refers to the largest prefix (1000 8) in the international system of units and is symbolized with the letter Y (which in the greek alphabet is the letter Psi). And continuing with the visualization of information, where our exploration led us to the visualization of statistics through combinatorial analysis and graph theory.
061
9x5cm
YOT TA DATO S
Business cards siz e:
Report dimensions:
A4 size
10-12 pages
BETA +
062
BETA +
063
064 BETA +
Website
All these concepts are joined through a visual synthesis of a logotype which aims to project a serious, analytical, versatile, interactive and contemporary image which unites the best of two worlds: technology and information systems and the group work of expert analysts. As a result YottaDatos is a brand who emits professionalism and accessibility and that without a doubt stands out in the market sector in which the brand is in.
BETA +
065
CODE NATION
CLIENT Code Nation Studio
DESIGN BY Lully Duque
PROFESSIONAL PROJECT
Experienced
Focused on people
069
Resilient/ Kind
CO DE NAT I O N
This brand is:
Code Nation is a design studio focused on the creation of digital solutions for progressive organizations. Thus, in the process of visual identity creation, we wanted to show a flexible, kind and experimented brand that is focused on people.
070 CO DE NAT I O N
Business cards
The main source of inspiration for this project was the brand’s name itself. The principal concept that we appropriate was the definition of “Code”: A set of elements that combine to generate a new meaning. As for the meaning of “Nation”, we took it as: Element denoting identity and / or differentiation. The logo of code nation displays the concept of “a combination of elements that generate a new result” through clear typographic resources. This endows the singularity logo, generating recall and a contemporary image.
7 x 5 cm
CO DE NAT I O N
071
CO DE NAT I O N
072
CO DE NAT I O N
073
074 CO DE NAT I O N
Folding closed
10 x 10 cm
075
40 x 40 cm
CO DE NAT I O N
Folding open
Since typography is the only resource used in the logo, we decided to choose a modern serif font and modify it, dividing it into minimal units that when combined make sense. This reinforces the concept of “code”. Furthermore, the brand’s visual language alludes to the word “Nation”. A complete set of “Flags” was designed to give the brand a versatile language. All elements are related through basic geometric figures and the color palette.
57ª FERI A DE C A LI
076
57ª FERI A DE C A LI
077
078
A4 Size
CO DE NAT I O N
Letterhead
The selection of the latter (the color palette) was made while taking into account that it should give a contemporary look to the brand. So, this is a system that is characterized by a handling of flat, eye-catching color blocks that capture the receiver’s gaze.
Digital Newsletter
079 CO DE NAT I O N
JANUARY - 2016
Hey subscriber name!
Strategy
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Design
Development
Learn More! Your email
Done!
(+39) 030 8375367 info@codenation.com
102/27 Cotton Tree Parade Queensland - Australia
LET’S BE IN CONTACT! FIND US ON:
UNSUBSCRIBE
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Clle 96 # 16 - 82 BogotĂĄ - Colombia
LINA
G UTI
IERREZ
CLIENT Lina Gutiérrez
DESIGN BY /Lully Duque
PROFESSIONAL PROJECT
Digital
Dynamic
083
Young
LI NA GU T I ERREZ
This brand is:
Lina Gutierrez - Estrategia Digital is a brand founded by a Colombian communicator and focused on providing advice on digital strategies to various multinational companies. What differentiates Lina Gutierrez from her competition is simply put, “common sense.� Most of their successful cases are based on simple, well-executed solutions that bring good results.
LI NA GU T I ERREZ
084
140 C A RAC T ERES
085
086 LI NA GU T I ERREZ
Therefore, for the development of this brand a decision was made to create a sufficiently open system that demonstrates the versatility and dynamism of the brand through very simple elements. This is a brand whose logo has 3 different main versions that the client can use at will. The
Letterhead size:
A4 size
Envelope size:
22 x 11 cm
087 LI NA GU T I ERREZ
stable elements will be typography and composition. However, you can use variations of color and graphic pattern. For the typographic palette, a Sans-Serif Condensed font was chosen to identify it as a young and digital brand. The two main tones of the color palette, Salmon and Aqua, can be used as large blocks of flat color or gradients, which gives a fresh look to the brand.
Notebooks size:
14 x 21 cm
088 LI NA GU T I ERREZ
All these elements, which are mixed and combined, make the receiver appreciate a dynamic and constantly changing brand, but that keeps a graphic unity in all its presentations. Despite the multiple combinations that can be generated in the use of this brand, it should always be clear that it is the same system of identity.
Website
Finally, it was decided to generate a pattern composed of basic geometric figures that reinforce the idea of “simple and well executed solutions�.
LI NA GU T I ERREZ
089
LI NA GU T I ERREZ
090
LI NA GU T I ERREZ
091
T YPE OF TAPE
PROJECT BY Laura Cรกrdenas /Lully Duque
BRAND DESIGN BY Lully Duque
PERSONAL PROJECT
Artistic /Irreverent
Contemporar y
095
Inclusive
T Y PE O F TA PE
This brand is:
Type of Tape is a project of experimental typography with the purpose of giving more visibility to the personal design initiatives that are created in Colombia. The creators of this project are Laura Cárdenas and Lully Duque. It originated from the fact that the capital of Colombia, Bogota, receives thousands of people from all over the country, as well as from abroad, who are looking for new opportunities. In a country which has been affected by war for more than 50 years, the majority of people arriving in the capital are victims of the armed conflict who are trying to rebuild their lives. Given the cultural diversity that converges in this single city, Bogotá is considered “Nobody’s city”.
T Y PE O F TA PE
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097 T Y PE O F TA PE
The main interest of Type of Tape is to highlight Colombian expressions that make people from other Colombian territories feel like they are at home. We want to remind them of their roots as they move around the city, expose our national culture and preserve our dialect and idiomatic expressions. The general message is to let all those people coming here know that they also belong in this city and contribute to our culture.
098 T Y PE O F TA PE
Moreover, we deeply believe that through our interventions we can turn ordinary spaces into special places that people enjoy contemplating and this is why we decided to use public spaces as our showcase. Additionally, this project has strengthened our passion for typography and has proved to be a very enriching practice in our work as graphic designers and visual communicators. Being a project that was developed with such affection, we soon made the visual identity of type of tape, which obviously is based on a typographic development on a grid. The same system that we use to make our interventions on fences.
Bu s s i n es c a rd s siz e : L et t er h ead
5 x 5 cm A4 s ize
T Y PE O F TA PE
100
T Y PE O F TA PE
0101
T Y PE O F TA PE
102
T Y PE O F TA PE
103
YOU
KNAHT