obra : work kendra monterrosa selected work 2015-2018
obra : work kendra monterrosa selected work 2015-2018
una palabra : a word
approach I was raised in a bilingual home. I had no idea how this would affect my life, in a positive way, of course. Being able to speak, read, and write both Spanish and English has been an experience on it’s own strangely enough. My brain hears a word in Spanish and is able to complete thoughts in English and the other way around. I am able to think in both languages, and certain words, phrases, and surroundings will trigger that. However, my Spanish comes more naturally with certain people than others. As I get older I am learning who I am. Part of that learning has come from my Salvadoran roots, where I have been able to find inspiration. Whether it be art, music, poems or the foods we eat, it has all become part of me and I have learned from it. My portfolio is a tribute to the beauty of the unique characters in the Spanish language as my art and designs have become a unique character on it’s own.
contenido : contents
006-023
mármol: marble
024-039
chévere : awesome
040-055
ufanía : pride
056-073
adónde : where
074-087
averigüar : inquire
088-103
lúdico : playful
104-121
llegar : arrive
122-137
traje de baño : swimsuit
138-185
¡y ahora, todos! : and now, everyone!
186-195
¿Y ahora que? : and now what?
pagina 006
/
kendra monterrosa
/
obra : work
รก (ah)
project 01 02 03 04 05 06 07 08 09 /
term
project
Spring 2015
Editorial Type Book
mรกrmol : marble
objective Create an editorial type book that centers itself around a scientific subject, or a natural phenomenon. We were to create a coffee table style book, along with a bookmark and poster to accompany it. These were to be sold at an art museum or a high-end book store.
approach I chose the natural phenomenon of the formation of crystals. With this subject, I take on a new visual approach. Reading everyday textbooks or any scientific journals to the layman can be a bit challenging. With the use of experimental type, compelling photography and scientific line drawings, I was able to use techniques to engage the audience with a new learning experience as well as a new visual experience. Science now becomes art in, The Lattice: A Microscopic Arrangement.
key words Informative Scientific Education
deliverables Bookmark Book Poster
page 007
Ariel Grey
/
instructor
Type Three
typebook
course
obra : work / kendra monterrosa / pagina 008
look and feel The idea for the book was to highlight the science and the complexity behind something so simple as a rock, because when its all boiled down, that’s all a crystal is. These rocks that are a naturally rough gray or brown material, become these beautiful figures when they are opened up. That, paired with the details of the of a crystal including their mass, construction and so on makes for an informative piece that someone would want to look at. The point of this was to create something that would excite the reader rather than put them to sleep. So, with clear line drawings, engaging visuals and information displayed like this mood board I am able to do so.
project 01 02 03 04 05 06 07 08 09 /
typebook
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page 009
obra : work / kendra monterrosa pagina 010
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C0 / M43 / Y78 / K0
C5 / M5 / Y5 / K0
C89 / M58 / Y25 / K6
C54 / M6 / Y27 / Ko
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typebook
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kendra monterrosa
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obra : work
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typebook
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kendra monterrosa
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obra : work
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typebook
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obra : work
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typebook
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obra : work
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typebook
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obra : work
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typebook
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obra : work
project 01 02 03 04 05 06 07 08 09 /
typebook
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course
instructor
Packaging Three
Christine George
term
project
Fall 2016
Beer Design
chévere : awesome objective Create a beer brand. Along with the new brand, create packaging and labeling for the beer. Create other flavors and add another line of products within the brand in order to create a cohesive branding system. The deliverables include a coaster, a carrier, a pint and three flavors of beer.
approach I was excited to create something new. My parents are from El Salvador. This country is most known for its pilsners and lagers. I went with a base lager that was infused with local fruits, flowers and other parts of the local environment. What results is a brand named Distrito 503, meaning District 503, which comes from El Salvador’s area code. Throughout the design, I used typefaces with Hispanic characteristics, line drawings that were inspired from the ingredients, and colors that were inspired from El Salvador’s nature.
key words Authentic Savory Natural
deliverables 12 oz 32 oz beer Beer Carrier Coasters
project 01 02 03 04 05 06 07 08 09 /
beer design
/
page 025
ĂŠ (eh)
pagina 026
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kendra monterrosa
/
obra : work
project 01 02 03 04 05 06 07 08 09 / beer design / page 027
look and feel El Salvador has a vast amount of color everywhere you look, from food to nature. There’s also bits of nature on every corner. But what this moodboard did fro me was remind me of the people and the art and flavor that the country provides. And that’s what I wanted to include in my beer and it’s flavors. There is so much to absorb in such a small corner of the world but this moodboard helps me capture the essence of it all.
obra : work / kendra monterrosa pagina 028
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C61 / M36 / Y100 / K19
C100 / M100 / Y100 / K100
C93 / M78 / Y12 / K2
project 01 02 03 04 05 06 07 08 09 /
beer design
/
page 029
obra : work / kendra monterrosa / pagina 030
nac
e l s a l v a do r 1 i do e n 906
Wheat
Lager
de in ally ma r o rg a n i c s a lv a d o o t r f el the hea 12 FL OZ | 4 . 8 % A BV
project 01 02 03 04 05 06 07 08 09 /
beer design
/
page 031
pagina 032
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 / beer design / page 033
nac
e l s a l v a do r 1 i do e n 906
A Iz o te IP F lo r d e g a n ic r o e l v a do r it h t h of el sa m ade w fl o w e r l a n o ti na 12 FL OZ | 6 . 2 % A BV
obra : work / kendra monterrosa / pagina 034
nac
e l s a l v a do r 1 i do e n 906
ber Red Am
A le
t h e h i l ls e I z a lc o m ade in olcan d o f th e v 1 2 FL OZ | 5 . 6 % A BV
project 01 02 03 04 05 06 07 08 09 /
beer design
/
page 035
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
beer design
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obra : work
project 01 02 03 04 05 06 07 08 09 /
beer design
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page 039
e l s a l v a do r 1 i do e n 906
nac
pagina 040
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kendra monterrosa
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obra : work
Ă (ee)
project 01 02 03 04 05 06 07 08 09 /
term
project
Fall 2016
Gameboard Design
ufanĂa : pride objective Create a new concept for a game board. We were to design and create the rules of the game, box and game pieces and any other assets to the game itself, all while thinking about cohesive packaging for all the items to go together. There were a total of five different items in the system.
approach I thought this would be a fun opportunity to come up with an original idea for a game, so I came up with the idea for Grimsby Manor. I knew I wanted the game to involve an inheritance and family members fighting for it. Then I built my story, rules, and characters as the course of the project went on. I ultimately set it in England in the late 1800’s, but I put a more modern take on it with the style of my characters, the use of line art, borders and colors throughout the game. I took inspiration from art deco and ink and quill.
key words Playful Vintage Mystery
deliverables Game board Game Box Game Pieces
page 041
Christine George
/
instructor
Packaging Three
game board
course
obra : work / kendra monterrosa / pagina 042
look and feel With this moodboard I wanted to help my focus with not only my designs but also my storyline within the game. It was difficult to round out my overall story so I looked back at old books and images that inspired my visual goal, which then translated to the board itself. Certain images like the old libraries and chair helped build ideas for location cards and snowballed from there.
project 01 02 03 04 05 06 07 08 09 /
game board
/
page 043
obra : work / kendra monterrosa pagina 044
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C4 / M24 / Y82 / K0
C3 / M5 / Y10 / K0
C100 / M76 / Y31/ K16
C98 / M86 / Y45 / K60
project 01 02 03 04 05 06 07 08 09 /
game board
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page 045
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
game board
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page 047
GEORGE GRIMSBY
WINNIE GRIMSBY
COLE BRADFORD
obra : work / kendra monterrosa / pagina 048
THOMAS GRIMSBY MAIDEN GRACE
MAIDEN GRACE
ELIZABETH BRADFORD
project 01 02 03 04 05 06 07 08 09 /
game board
/
page 049
2
3 3
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obra : work
1 1 4
2
52
4 4 3 5 2 1 5 4
6 36
5 1
1
6
2
3
3 2 2 3 6 1 4 2 5 3 6 4 56 5 6 4 5 6
project 01 02 03 04 05 06 07 08 09 /
game board
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page 051
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THE GRIMS
C TH E AT TI
WINNIE ’ S ROOM
MAIDEN GRACE ’ S ROOM
WASH ROOM
STAIRCASE
pagina 052
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L O C AT IO N
ELIZABETH & COLE ’ S ROOM
KITCHEN
GRAND
BASEM
BU I L D I
E
SBY ’ S ROOM
project 01 02 03 04 05 06 07 08 09
TREASUR
/ game board
TH E LI BR ARY
/
THOMAS ’ ROOM
GEORGE ’ S ROOM
STAIRCASE
LOUNGE
FOYER
MENT
N 1896
DINNING HALL
page 053
ALFRED ’ S STUDY
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
game board
/
page 055
obra : work / kendra monterrosa / pagina 056
course
instructor
Visual Systems
Megumi Kiyama
term
project
Fall 2017
TED Campaign
adónde : where objective Create a campaign inspired by a TED talk. We were to make a booklet explaining the TED talk along with additional facts and information. We could also focus on other points and create a narrative. To accompany the booklet we created a video, website, and poster for the talk.
approach With the thousands of TED talks online, I decided to focus on one personal to me. The talk I chose was based on the lives that immigrants leave behind once they are deported, called “What we’re missing on the debate about immigration.” What happens to the local business owner, student, mother and so on once they become absent in the lives of those around them? These people become targets by the U.S. government. Through the use of blacks and reds in this piece I enhance that idea. I also focused on visually executing the lack of personal identity as these people become just another number in the system.
key words Social Issues Educate Identity
deliverables Website Booklet Video
project 01 02 03 04 05 06 07 08 09 /
ted campaign
/
page 057
รณ (oh)
pagina 058
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kendra monterrosa
/
obra : work
project 01 02 03 04 05 06 07 08 09 / ted campaign / page 059
look and feel The current immigration issue in the United States is so vast and has so many ideas, and ultimately is very complex. So, to create a focus on what I wanted to express with this TED talk I created this moodboard. Visually I wanted to highlight the lack of personal identity that these individuals encounter, hence the altered faces. But I also wanted to add that personal identity back by also including photos that show them as their usual, human selves. This moodboard helped me execute a different take on this social issue.
obra : work / kendra monterrosa pagina 060
/
C5 / M100 / Y100 / K0
C0 / M0 / Y0 / K40
C100 / M100 / Y100 / K100
project 01 02 03 04 05 06 07 08 09 /
ted campaign
/
page 061
obra : work / kendra monterrosa / pagina 062
File: Immmigration Relationships Date: December 5, 2017 Reference ID: IR482089
project 01 02 03 04 05 06 07 08 09 /
ted campaign
/
page 063
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
ted campaign
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kendra monterrosa
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obra : work
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ted campaign
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obra : work
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ted campaign
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obra : work
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ted campaign
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obra : work
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ted campaign
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kendra monterrosa
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obra : work
Ăź (wu)
project 01 02 03 04 05 06 07 08 09 /
instructor
app design
Visual Systems
Megumi Kiyama
/
term
project
Fall 2017
App Design
averigĂźar : inquire
objective Redesign an app, a product, or a website. We were to identify the problem in the original design and then test the redesign in a number of ways, such as ratings, percentage of usage, user testing, and so on. We were to state our solution, and then design a system that embodies that solution.
approach With this task at hand, I decided to choose an existing app named, “Survival Guide.� Essentially, the app was a survival guide but organized in a poor, unexciting manner. The content of the app was so informational and educational, so I made that one of my focuses. Through imagery, media, and color I was able to bring this app to life and help people get accurate information they needed while also engaging the users visually.
key words Exploration Reliable Educational
deliverables Userflow App
page 075
course
obra : work / kendra monterrosa / pagina 076
look and feel There’s plenty of textbooks and reference websites out there that can help you when you’re outdoors but little grabs your attention and retains it. With Climate I wanted it to provide clear and useful information to users but also staying modern in terms of delivery. I joined that idea with pops of color, and beautiful images of nature, so my audience is not only receiving the information they need when they’re outdoors but also get excited to create new adventures for themselves whilst on the Climate app.
project 01 02 03 04 05 06 07 08 09 /
app design
/
page 077
obra : work /
Climate is here to be your partner in
pagina 078
/ kendra monterrosa
Welcome!
outdoor crime. Inside this app you
CLIMATE
will find your next adventure in
username
nature and everything you need to tackle it all, the right way.
sign up
Swipe left to start!
forgot your password? username?
CL IMATE
log in sign up
SKIP
S E A RSCEH ARCH
NEXT
SJOHNNY E A RSCE H AAPPLESEED RCH alaska I enjoy flyfishing and finding crawdads and other sea urchins in the off season
basicsbasics
cold weather survival cold weather survival
LATEST BOOKMARKS
PONCHO SHELTER
shelters shelters
water water
view uploads
desertdesert survival survival
recent activity
Your poles, check wind directions. Ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
firecraft firecraft
poisonous plantsplants poisonous
POISONOUS PLANTS
firecraft firecraft
view all bookmarks
dangerous animals dangerous animals
It only takes a short time and minimal equipment to build this lean-to. Before selecting trees you will use the location of WATER PROCUREMENT
tools tools
edit profile
Before selecting dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
shelters shelters
DESERT AWARENESS
tools tools
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water water
project 01 02 03 04 05 06 07 08 09
PONCHO SHELTER
PONCHO SHELTER PONCHO SHELTER
PONCHO SE A R C H SHELTER
SEARCH
basics shelters
water
cold weather survival
/
dangerous animals
app design
desert survival firecraft
/
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INSTRUCTIONS INSTRUCTIONS
firecraft
poisonous plants
tight, roll theroll hood fold into thirds tie and it tight, thelongways, hood longways, fold into and thirds off with drawstring. offthe with the drawstring.
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COMMENTS COMMENTS
tools
LEROY JOHNSON , THE OZARKS LEROY JOHNSON , THE OZARKS
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water
alaska I enjoy flyfishing and finding crawdads and other sea urchins in the off season
edit profile view all bookmarks
LATEST BOOKMARKS PONCHO SHELTER
view uploads
It only takes a short time and minimal equipment to build this lean-to. Before 3:09 selecting trees you will use the location of
recent activity
PONCHO SHELTER
WATER PROCUREMENT
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page 079
tools
3:09
obra : work / kendra monterrosa pagina 080
/
C6 / M78 / Y100 / K0
C0 / M3 / Y10 / K0
C54 / M28 / Y100 / K7
C39 / M0 / Y2 / K0
project 01 02 03 04 05 06 07 08 09 /
app design
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pagina 082
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
app design
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
app design
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project 01 02 03 04 05 06 07 08 09 /
app design
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page 087
obra : work / kendra monterrosa / pagina 088
course
instructor
Visual Systems Two
Eszter Clark
term
project
Spring 2018
Promotional Campaign
lĂşdico : playful
objective Create a campaign for a brand. We were to chose a brand and think of new ways to grab our target audience’s attention but using the conventional mediums of a booklet and a poster. During this piece we were to include or highlight a product that the brand offered.
approach I chose to build a campaign with the YesTo cosmetics brand. They are well known for their affordable, yet natural products. I researched poems, songs, quotes, and books by women to use throughout my campaign and help to empower women and the brand itself. Women are powerful driving forces, just as the ingredients in the YesTo brand are and the two become an even more powerful one in this campaign.
key words Vibrant Carefree Lively
deliverables Booklet Poster
project 01 02 03 04 05 06 07 08 09 /
promotional campaign
/
page 089
Ăş (uo)
pagina 090
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kendra monterrosa
/
obra : work
project 01 02 03 04 05 06 07 08 09 / promotional campaign / page 091
look and feel The YesTo cosmetics brand lends itself to fun lightheartedness through its current use of color and packaging. With that being said, this mood board was created to support that and embody the upbeat feeling that I wanted to express in this campaign. Through the use of ordinary but powerful women, playful color and copy YesTo gets a big boost of female energy.
obra : work / kendra monterrosa pagina 092
/
C91 / M49 / Y53 / K27
C82 / M21 / Y44 / K1
C3 / M2 / Y12 / K0
C0 / M81 / Y81 / K0
project 01 02 03 04 05 06 07 08 09 /
promotional campaign
/
page 093
pagina 094
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
promotional campaign
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page 095
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
promotional campaign
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page 097
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kendra monterrosa
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obra : work
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promotional campaign
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page 099
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kendra monterrosa
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obra : work
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promotional campaign
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page 101
pagina 102
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promotional campaign
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ll ( ja)
project 01 02 03 04 05 06 07 08 09 /
term
project
Spring 2018
App Design
llegar : arrive
objective Create a new concept for an app. Our concept was to be as original as possible while executing a successful userflow and experience. We were to test the app through multiple sources to ensure that our app was able to function in normal circumstances with real people.
approach The concept behind my app was helping travelers on a more personal level when they encounter new places with different cultures, customs and traditions. I found that people didn’t read travel books anymore before their trips and an app would be a good replacement for that. I implemented a lot of images, videos and articles to help the users get quick information without having to search too hard for what they need.
key words Reference Travel Adventure
deliverables Userflow App
page 105
Bob Slote
/
instructor
Interaction Design
app design
course
obra : work / kendra monterrosa / pagina 106
look and feel I wanted to create a fresh take on traveling. There is so much that can easily get cluttered when delivering information to the user in apps. This mood board helped me figure out easy to organize information such as locations, reading articles, and taking in quick facts. The use of white and a pop of color throughout my project also comes from this moodboard.
project 01 02 03 04 05 06 07 08 09 /
app design
/
page 107
pagina 108
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
app design
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page 109
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C100 / M76 / Y36 / K23
C73 / M27 / Y0 / K0
C0 / M23 / Y72 / K0
C58 / M6 / Y46 / K0
project 01 02 03 04 05 06 07 08 09 /
app design
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page 111
travally
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
app design
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
app design
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
app design
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kendra monterrosa
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a friend in every country
pagina 120
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 /
app design
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obra : work / kendra monterrosa / pagina 122
course
instructor
Strategies for Branding
Todd Hedgepeth
term
project
Spring 2018
Corporate Rebrand
traje de baĂąo : swimsuit objective Redesign a global corporate brand. We were to give the brand a new look and feel, but remain true to the brands current mission statement and retain their customer loyalty. Along with the rebrand we created a new business system and a number of other applications the brand would use.
approach The current Treasure Island brand was dull, nothing compared to what one imagines Las Vegas would look like. The hotel and casino is one of the oldest on the strip that is still around, so I decided to take its long standing residency and reestablish its name on the Las Vegas strip. With a bright color palette and patterns, I bring out a vibrancy in the hotel and give it a new fresh take into the 21st century. The once dated Treasure Island in the fabulous Las Vegas gets a fresh, updated and fun look and becomes, The Island.
key words Refreshing Vivacious Honest
deliverables Branding Guidelines Brand Mockups Interface Design
project 01 02 03 04 05 06 07 08 09 /
CORPORATE REBRAND
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page 123
ñ (enyeh)
pagina 124
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kendra monterrosa
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obra : work
project 01 02 03 04 05 06 07 08 09 / corporate rebrand / page 125
look and feel Las Vegas is a place like no other and neither is The Island. This moodboard helped me create an oasis where the audience would be able to feel the sun on their skin and the scent of a fresh margarita being made in the air. While also drawing a strong inspiration from images evoke a carefree feeling I was also inspired by playful copy that would engage the audience.
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C91 / M68 / Y0 / K0
C42 / M0 / Y24 / K0
C84 / M20 / Y56 / K3
C1 / M40 / Y85 / K0
C3 / M10 / Y41 / K0
C100 / M96 / Y37 / K29
project 01 02 03 04 05 06 07 08 09 /
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(signos de exclamaciรณn)
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ยก!
project 01 02 03 04 05 06 07 08 09 /
Tom McNulty
term
project
Summer 2018
Retail Brand
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instructor
Packaging Four
retail brand
course
objective Create an original concept for a retail brand and packaging system. We were placed into teams and assigned to create an original idea for a retail brand. We then were to create cohesive sub-brands that would be able to live in the same family as the parent brand and think of packaging as a whole.
approach We created Etico, a fairtrade store that provided ethically sourced goods from around the world. We created simple, yet environmentally friendly packaging while also highlighting the origin of its creation. Inside of Etico, placed in Potsdamer Platz in Germany, our audience would be able to find our other four branches of fairtrade goods. Hera, our handmade apparel from around the world. Terra our organically grown food products. Igea, botanical health and beauty solutions. And lastly, Atlas handcrafted home decor.
design team Ken Hwang Tien (Minnie) Pham Alberto Troni Yier Zhang
deliverables Multi-faceted Packaging
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etico supermarket
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location and audience Ético would be located in Potsdamer Platz in Berlin, Germany. This location became ideal for it’s architecture and it’s natural foot traffic. About seventy percent of Berlin’s citizens are bike users, which goes hand in hand with conscious living and buying. This also became a factor in our choice of location as we wanted to give our store the chance to flourish among conscious buyers and provide them with more options when it comes to ethical shopping. The near by districts including Kreuzberg and Lichtenberg also work as a support system for Potzdamer Platz as they host culture and diversity as well. Our target demographic is mostly (but can also branch out) from the upper middle class from twenty-five to sixty-five year olds that are interested in a healthy lifestyle while also staying interested in modern and ethical options.
key words Sustainable Innovative Approachable
tagline A Fairtrade Company
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Productline: Fresh foods Beverages Spices
Key Adjectives: Organic Flavorful Refined
Department: Health and Beauty
Tagline: A World of Beauty
Productline: Cleansers Soaps Serums
Key Adjectives: Fresh Botanical Clean
Department: Fashion
Tagline: Wear the World
Productline: Clothing Accessories Jewelry
Key Adjectives: Artistic Quality Engaging
Department: Home decor
Tagline: The World at Home
Productline: Kitchen Home Living
Key Adjectives: Handcrafted Warm Cultured
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Tagline: Savor the World
retail brand : Ético
Department: Produce
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oceania
europe
africa
asia
the americas
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a unified world With the challenge of representing so many different cultures and places in the world we had to come up with a way that was able to tie all of them together as part of the same mission and philosophy. We created a system that was able to give our audience a connection from one product to another and help them easier clarify where the products they were buying were coming from. First we split the globe into five parts and then we did research on local flowers, plants, animals, fabrics and more. From here we used this research and came up with a color gradient for each region of the world and used it throughout our sub-brands.
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background Terra is our grocery line at Ético. Here we carry a wide selection of not only Fairtrade but also organic options for your food shopping. Terra enhances the flavor in your kitchen by adding ingredients from around the world with thoughtful packaging and high quality ingredients.
approach Like every country and region in the world has a voice, so does the food that comes from it. Our idea with Terra was to let the food embody the product and become its voice and show its flavor. We executed this idea by letting the consumer know clearly what product they were buying by using type driven labels. This not only helps engage the trust in the product but also communicating our use of simple and natural ingredients.
key words Organic Flavorful Refined
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project 01 02 03 04 05 06 07 08 09 / Ético : igea / page 159
background Igea is our health and beauty line at Ético. This line is all about clean products to take care of you and your body. The products we provide are plant-based and therefore free of chemicals, dyes and parabens so you can rest assured that you are taking care of yourself from the inside out.
approach This line introduces our color usage in a new way as well as a few different type treatments and illustrations. The illustrations give a softer feel while also visually communicating what the products ingredients are. The packaging itself also matches the color of the product inside making it easier for our audience to identify the products they want to purchase.
key words Fresh Clean Natural
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background Hera is the fashion and accessory line at Ético. Hera is paving a new way in the fashion industry as it sources quality products like organic cotton, handmade jewelry, and vegan leather from all corners of the world. Quality and a personal touch are pronounced in this collection.
approach Hera uses packaging that helps enhance the human experience to ethical shopping. Identifying not only it's origins but also the hands that made the product itself are highlighted on all the packaging. Hera wants to emphasize the importance of your products coming from loving humans.
key words Artistic Quality Engaging
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project 01 02 03 04 05 06 07 08 09 / Ético : atlas / page 177
background Atlas is our home decor line at Ético. Much like the rest of the world, the pieces in this collection all have stories to tell. We selected some of the most functional essentials for your home and put their craftsmanship and culture at the forefront, creating a worldly connection with the items in your home.
approach With Atlas' pieces being so unique and instantly captivating, we wanted to highlight these factors by creating simple, raw and direct packaging. Being part of a Fairtrade organization we included no plastic in our packaging, creating less waste and saving costs, so you know you're paying for a quality item from across the world. Each item in Atlas was thoughtfully packaged to only use a single sheet of cardboard and eliminate the use of glue.
key words Organic Flavorful Refined
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course
instructor
All Courses
All Instructors
term
project
2011-2018
Identities
Âży ahora, que? : and now, what?
objective The objective of each one of these was the same. To create a new identity for a brand that would embody it’s character and what the brand stands for. However the result of each one is different. This is a collection of the identities that I have worked on over the years.
approach Every project has a different end goal. I approach every project with that goal set in mind. I begin by creating mind maps, moodboards, and sketching out any all ideas that come to mind. I then flush out the ones I find best fit the end goal and start playing with black, white and color variations of the identity along with different typefaces and weights.
key words Authentic Solutions Form
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(signos de interrogaciĂłn)
identities
Âż?
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thank you / page 197
the biggest thank you to mom and dad Gracias a esas manos que me crearon el mejor escritorio en el mundo. Por tus manos yo trabajaba de la noche a la mañana con un desastre en mi cuarto, pero sin ese escritorio mi trabajo no hubiera estado completo. Por esas manos yo he tenido un techo sobre mi cabeza y comida en mi plato. Por esas manos compre mi primer carro y conocí la libertad. Por esas manos estoy orgullosa de hacer las cosas yo misma, he aprendido a buscar soluciones y encontrar respuestas. Por las manos de mi padre, Omar, estoy aquí disfrutando ser una persona feliz con quien soy yo, sin disculpas. Gracias a esas manos que me dieron un abrazo cuando no lo pedí, pero lo necesitaba. A las manos que me hacen mi sopita favorita cuando he estado enferma, o cuando estaba tan cansada del trabajo y de la escuela. A las manos que me peinaban cuando yo queria. A las manos que siempre sostenían a las mías cuando preguntaba por concejos. Por las manos que siempre me regresan la llamado o el mensaje, aunque no lo hize la primera vez. Por las manos de mi mamita linda, que es el amor y cariño en todo el sentido. A las manos de Patricia, que siempre van a estar ahí sin que yo lo pida. Les doy gracias a mi papá y a mi mama por sus manos, sus almas, y su amor. Nunca van a saber cuánto los amo y cuánto ha significado su apoyo para mí a lo largo de estos años.
to my loved ones Calvin, Blanca, Ahtziri and Eduardo. Thank you for picking me up while I was down and didn’t think I could do this. Your support through these long years has meant the world to me, along with your smiles and laughs. Most importantly thank you for your patience. To Paulina, Kimberly and Jordan, thank you for always being so understanding these last seven years. All of you know I couldn’t always be there when I wanted to but you needed no explanation. You only showed love and support in return, thank you.
to my instructors Mary Scott, Christine George, Todd Hedgepeth, Darrell Hayden, and Megumi Kiyama. You have all inspired me as a person and designer in your own way. Whether you intended to or not, you have motivated me to find myself as a designer and stick with what was true to me. I cannot thank you all enough for seeing potential in me and always pushing me forward.
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colophon / page 199
contact: Kendra Monterrosa monterrosa650@gmail.com 650.580.9682 kendramonterrosa.com
school: Academy of Art University School of Graphic Design and New Media 79 New Montgomery Street San Francisco, CA. 94105
instructor: Mary Scott Spring 2019 Senior Portfolio
printing and binding: Blurb.com
cover: Image Wrap
paper: Mohawk Proline Uncoated #100
fonts: FreightSans Recoleta Univers
photography: Eduardo Martinez Unsplash.com
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copyright 2019 Š by kendra monterrosa No part of this publication can be reproduced without the expressed consent of Kendra Monterrosa