be.net/macperez
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GRAPHIC DESIGNER
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About this one right here. MACARENA PEREZ Born 1994 Origin BUENOS AIRES Degree BA IN GRAPHIC DESIGN
When I was 19 I travelled to New York for a period of 3 months to work. Back there my name was pretty much a star of its own, having the masses recall a certain very popular song every time I was introduced. But for some reason, during that trip people started calling me Mac. And it felt right, so it stuck to date. New York was the first step in the lifetime trip I’ve always wished to build. I want to take in the cultures of the places I go to and transform my career around those experiences. I’ve studied and worked in Buenos Aires, and the projects in this book reflect what I’ve learned there. I want to expand the horizons and see what design is like around the world.
It was during these times in Argentina that I had the opportunity to get to know me better as a professional. Both restless and organized, I like to work hard to achieve good quality results. I’m passionate about details and working on different fields. My ultimate goal? Multitasking! My dream job is doing more than just graphic design. Mixing all the skills I have, and those I can learn. That’s why printed and digital publications have always interested me: it seems the right place to stay in motion and have all sorts of tasks. I dream to work for a publishing house that, as me, cares deeply about what they give the public. FAVORITES
Book LES MISERABLES Band THE 1975 Movie DEAD POETS SOCIETY
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CONTENTS
These are the projects I feel most representated by, divided by the categories that I feel most comfortable with.
Part one
BRANDING Steve Jobs I am away Bridget Jones Zona de Promesas Quetzal
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Part two
EDITORIAL Mèlange Recharged Winged Pages Planta Degrees of separation Archigraphy
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Part three
PHOTOGRAPHY One City of Light Peace Paradise Sky collector
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IDENTITY
BROADCASTING
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SYSTEMS
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Part one BRANDING
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JOBS Monogram logo (2013) Personal take on Steve Jobs’ characteristic minimalism in one simple elegant logo based on his most important project: Apple.
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I AM AWAY Poster (2013) Series of posters based on the concept “my body is here, but my mind is somewhere else�.
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BRIDGET Movie restyling (2013) Four pieces for a fictional special screening of the 2001’s movie. Based on how Bridget Jones breaks out from today’s stereotypes for women such as an imposed type of beauty and society’s request to “being a 16
lady”. Using Mr Darcy’s longtime famous quote “just as you are” as inspiration, different aspects of Bridget’s unique life were shown in movie posters, tickets and more merchandise objects.
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ZONA DE PROMESAS Stationery design (2015) This e-commerce small business takes its name by a song (Land of Promises) of a popular Argentinean band. Some lyrics were also altered to fit the theme, and later on used on the merchandising.
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Original lyrics: “you deserve what you dream”. Our lyrics: “you deserve what you crave”.
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23 QUETZAL Rebranding (2016) Quetzal is a small and warm cultural centre in the heart of Buenos Aires’ most popular neighborhood, Palermo. It was founded in 2011 by four longtime friends on their thirties who found themselves unmotivated by the routines they’d been leading for the past years. Cultural centres had a peak by the beginning of the century in Latin America, solving the need for young people to have a place where they
could not only experience art but also share their own work with the masses. They are open places for artists with no budget or contacts in Museums or big Galleries. The four friends opened the house after quitting to their office jobs. It wasn’t long until Quetzal became an iconic spot in Palermo, specially because of the breath-taking paintings on the giant walls that surround the inner patio.
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As it started as a small idea by four unexperienced friends, Quetzal never really had a graphic identity. There was a logo and some random flyers, but neither worked as a proper communicational strategy. Though it was already pretty popular to the public they were directed to, its biggest problem was the fact that people mostly knew it because of the bar they had inside and not for its cultural activities.
We based the project on the distinctive warmth that made Quetzal a special, very Latin American spot in Buenos Aires. The place had great potencial, so we created a big system keeping that in mind: stationery, merchandising, outdoor archigraphy, wayfinding and also digital platforms. The fictional project took four months and four designers to come up with its great results, and it was the thesis to my Bachelor Degree.
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Two smaller systems were also created to promote the nightlife of the centre and its daytime activities. These two were called “meeting” and “culture” respectively.
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INFOGRAPHICS
TYPOGRAPHY
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PUBLICATIONS
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Part two EDITORIAL
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MÈLANGE Font and Specimen (2014) This typography is born in the midstof the different artistic paths of Paris, under the grace and distinction of a city that finds it impossible to stay still without losing its increasing captivation day by day. Mélange takes on the curvy gestures of France’s classical architecture as well as a sophisticated style taken from famous fashion magazines.
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RECHARGED Infographic (2014) About how the electronic devices we use to fool around in our free time can cause more problems than expected. Taking a regular family as case study, it analizes the routine of the members with their screens.
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WINGED PAGES Book collection (2014) Freedom and poetry come together in this three-books collection about historical and literary texts by some of the greatest names of all times. Imperfect tells the story of how the great Enlightened Voltaire, Rousseau and Montesquieu inspired the rebellious ideas of the American and French intellectuals of the 18th Century. There ensue the Insistent words of the great Napoleonic Empire. Lastly, across the ocean
and back to the Americas, latinos unleashed the independences, making these ideas Unstoppable. Literature has wings and it flew all over the world, spreading innovative ideas of government and destroying supposedly unbreakable strings. These books contain not only history, but also the life of each author by region, inspiring words that moved entire nations and even outstanding pieces written by them.
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“Man is born free, yet everywhere he is in chains” Jean-Jacques Rousseau.
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PLANTA Newspaper supplement (2014) Fictional supplement about modern sustainable architecture for anyone interested on the subject from school professors to students.
Planta: sust. 1. Vegetable, living and organic thing. 2. Storey, each floor or level of a building.
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60 DEGREES OF SEPARATION Infographic (2016) Scheme of the analysis of the people in my life, the relationship we keep and the connections between them.
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ARCHIGRAPHY Book (2016) Defined as the visual communication based on the graphic elements applied to architecture, archigraphy creates a relationship between space and products in order to keep the interest strong in the users.
This book shows three projects following those principles: a threedimension view of a piece of art, a wayfinding system of a local convention and the design of a promotional stand for Burton.
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COLLECTIONS
ESSAYS
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Part three PHOTOGRAPHY
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ONE Essay (2014) Series of photographs showing the deep link of humans with nature.
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CITY OF LIGHT New York (2014) Photographs taken the first time I visited New York, where I fell for architecture, hidden stairs and people on a rush.
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PEACE PARADISE Costa Rica & Panama(2015) Series of photographs of the Caribbean most underrated beaches and their unforgetable sunsets.
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SKY COLLECTOR Personal log (2015-) As a huge admirer of the sky, I wanted to show through these personal photographs that it always is the 90 same no matter where you are.
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THANK YOU
More of these projects can be found on be.net/macperez
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