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 /2014
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
Poster size:
50 x 70cm
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
BETA +
017
DE CALI
L A FE RIA
CLIENT Corfecali (Winner Poster of design contest)
DESIGN BY Lully Duque
PROFESSIONAL PROJECT /2014
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 /2013
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 Caracteres 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 Díaz /Lully Duque
ACADEMIC PROJECT /2014
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 /2015
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.
YOU
KNAHT