SIMPLE MODERNITY
SIMPLE MODERNITY
E m er g i n g f r o m the moder ni st and constr ucti vi st i d eal s, t h e so l uti ons to the pr obl ems I have cr eated w i t h m y d esi g n s, can be defi ned as an authenti c p u r su i t o f si m pl i ci ty – the beauty i n the under l i nes o f a p u r p o se, not beauty as a pur pose i n i tsel f. T h e p r i n ci p l e “for m fol l ows functi on” became the i n sp i r at i o n an d i deal I used i n my r esear ch and t h r o u g h o u t t h e enti r e desi gn pr ocess. A s a co n seq u ence of thi s pr i nci pl e, most of the S w i ss S t yl e cr a ft i s devoted to the mi ni mal el ements o f st yl e, su ch as typogr aphy and content l ayout, r at h er t h an o n textur es and i l l ustr ati ons. In many asp ect s, t h ese i deas touch on the cor e pr oposal s of a si m p l e d esi g n di r ecti on. The si mpl i ci ty i s about co l o r s an d g eo metr y, not onl y as a for m of expl or i ng t h e p o t en t i al o f the fundamental el ements, but as a p u r su i t o f b eauty and har mony, hi nti ng at a mor e m yst i cal b el i ef i n ‘ i deal ’ geometr i c for ms.
CONTENTS
FERNANDO LOVERRI Senior Portfolio /////
TABLE OF 02 08 14 20 28
Lamborghini Skin Care Mercedes-Benz CSR S o u t h We s t A i r l i n e s Bio Revoluiton Fest Day Of The Dead
36 42 48 52 56
Yuma Coffee N a t u r a l P u ll Boeing Wo r l d P e t r ol e u m & Re so u r c e s H o o k ‘ N L o op
01
LA M B O RG HI N I SKI N CARE Package De sign ///// Package design on Lamborghini’s latest product line.
04 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
L am b o r g h i ni , one the top Ital i an S por ts C ar m an u f ac tur es, i s now i ntr oduci ng a l i n e o f skin car e pr oducts for men. L am b o r g h i ni wants to become par t of the l i f est yl e o f its cl i ents. T h e i d ea f o r thi s pr oj ect was to sel l a h i g h - en d co l l ecti on, whi ch Lambor ghi ni d r i ver s w o u ld r el ate to. A l ong wi th i ts cu st o m i zed stand, the ski n car e col l ecti on can al so b e seen sol d i n stor es such as B l o o m i n d al e s, Nor dstr om, and l uxur y car d eal er ’ s b o uti ques.
SKIN
CARE 05 FE R N A N D O LOV E R R I // SEN IOR POR TFOLIO
LAMBORGHINI
EGOISTA
T h e p r o d u c t ’s n a m e wa s insp i r ed b y t h e L a m b o r g h in i’s la t e s t c a r m o d el “E g o i st a”, wh ic h t r a n s la t e s in t o E n g li sh t o m ean sel f i sh . T h e p r o t o t y p e wa s p r e s e n t ed at t h e 2 0 1 3 Ge n e v a Au t o Sh o w, a n d t h e si n g l e- si t t er v e h ic le wa s p r e s e n t e d wit h a b l ack ext er i o r a n d a n o r a n g e in t e r io r . T h er ef o r e, t h o se w er e t h e c o lo r s c h o s e n f o r t h e s ki n car e p r o d u ct lin e . T h is c o lo r c o m b in a t io n h as st r o n g c o n t r a s t a n d r e s e m b le s m a scu l i n i t y.
06 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
07 FE R N A N D O LOV E R R I // SEN IOR POR TFOLIO
Corpor at e S ocial Responsibility Program we bsite and de liv erables designed for Mercedes-Benz.
Vi sual Systems /////
ME RCED E S-BE N Z
02
MERCEDES_BENZ CSR
WEB SITE
I n o r d er f o r M er ced es t o sp r ead an d exp an d t h ei r so ci al r esp o n si b i l i t y p r o g r am , i t w as i m p o r t an t t o cr eat e an i d en t i t y ar o u n d i t so i t w as n o t si m pl y a l i n k o n t h e M er ced es- B en z m ai n w e bsi te. T h e f o cu s o f t h i s p r o j ect w as t o cr e ate a w eb si t e t o i l l u st r at e t h e co m p an y’ s at t en t i o n an d i n vest m en t s o n so ci al i ssu es ar o u n d t h e g l o b e. T h e w eb si t e d et ai l s i n f o r m at i o n o n the so ci al p r o g r am s t h e co m p an y h as been w o r ki n g w i t h an d i n cl u d es t h e co m pany’ s f u l l an n u al r ep o r t , al l o w i n g a p o t enti al i n vest o r t o vi ew h o w m u ch t h e co mpany i n vest ed o n so ci al p r o g r am s.
11 FER N A N D O LOV E R R I // SEN IOR POR TFOLIO
A l o n g w it h the website, othe r a r e a s , s u c h a s m o b ile a p p lic a tions and social medi a , h a v e b e e n e x p lo it e d i n orde r to facilitate the viewe r ’s e x p e r ie n c e wit h t h e C o r pora te S ocial Responsibilit y p r o g r a m s . Bo t h t h e a p p lic a tions and the social m e d ia o u t le t s m a in t a in t h e we bs it e’s identity.
MERCEDES_BENZ CSR
APP
1 2 FE RNAND O L O V E R R I / / S E NIOR P ORT F OL IO
SOCIAL
MEDIA
S o ci al m ed i a i s u p dated dai l y and i s an excel l ent m ed i u m t o i n f o r m p otenti al i nvestor s on news of cu r r en t so ci al p r o g rams.
13 FER N A N D O LOV E R R I // SEN IOR POR TFOLIO
03
SO UTHWE ST AIRLIN E S Strategie s for Branding ///// A university project with the purpose of redesigning the SouthWest Airline image.
SOUTHWEST AIRLINES
PASSENGER:
FERNANDO LOVERRI
PLANE LIVERY
T h e cu r r en t S o u t h W est A i r l i n es i m ag e seem s d at ed an d i t u ses t o o m an y co l or s. T h e p u r p o se o f t h i s p r o j ect w as t o m o d er n i ze t h e en t i r e i d en t i t y an d g i ve i t a h i n t o f a l u xu r y ai r l i n e.
PASSENGER:
PASSENGER:
FERNANDO LOVERRI
FERNANDO LOVERRI
FLIGHT
GATE
SEAT
MIA SFO OCT 23 2013
BE47
15
31A
7:00PM
FLIGHT
BE47 15 31A GATE
SEAT
MIA SFO OCT 23 2013
7:00PM
1 6 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
S o , i n st ead o f t h e o r i g i n al b l u e, r ed a nd o r an g e, I d eci d ed t o g o w i t h a t u r q u oi se g r een , a co l o r t h at r ep r esen t s t h e S o uther n p ar t o f t h e U n i t ed S t at es an d t h e r eg ion w h er e t h e f l i g h t r o u t es ar e o p er at ed .
SOUTHWEST
STATIONERY
T o b et t er i l l u st r at e t h e n ew i m ag e of the br and, a f ew d el i ver ab l es w er e d esi g n ed accor di ng to the new co l o r s an d t yp o g r ap h y, su ch as b o a r di ng passes and co m p an y st at i o n er y.
SOUTHWEST AIRLINES
WEB SITE
T h e f o cu s on the web desi gn was to cl ear i t u p an d s i mpl i fy i t accor di ng to the new i d en t i t y. The concept behi nd the desi gn w as t o f aci l i tate easy navi gati on thr ough t h e si t e, al l owi ng a pl easant exper i ence t o t h e u se r , whi ch i s meant to be r ep r esen t ati ve of thei r fl i ght exper i ence as p assenger s on the pl ane.
MOBILE SOUTHWEST
SOUTHWEST ! FARE ALERTS AIR RESERVATION CAR RESERVATION
LOGIN CREATE ACCOUNT
APP
T h e m o b i l e ap p l i cat i o n m i m i cs t he websi te i n i ts si mpl i ci ty, al l o w i n g p assen g er s easy access to check- i n pr ocedur es and el ect r o n i c b o ar d i n g p asses.
FLIGHT CHECK IN FLIGHT STATUS RAPID REWARDS MORE
19 FE R N A N D O LOV E R R I // SEN IOR POR TFOLIO
04
BIO REVOLU TION F EST 2 012 Strategie s for Branding ///// A project with the purpose of creating the identity of a beneficent music festival to help protect the rain forests in Brazil.
BIO 2012
REVOLUTIONFEST
BIOFEST
POSTER T h e m ai n p o st er of the festi val uses the co l o r s o f B r azi l and di spl ays the festi val ’ s l o g o , w h i ch i s a fusi on between a gui tar an d a “S h i r i n ga” , a typi cal r ai nfor est tr ee i n t h e A m azo n .
CONCERT
TICKETS
I n st ead o f u si n g p l an e t yp o g r ap h y i n t h e cen t er , t h e co n cer t t i cket s w er e al so u sed as an o p p o r t u n i t y t o sh o w case t h e co l o r s an d l o g o o f t h e f est i val .
BIOFEST
WEB SITE Sin c e t h is is a f e s t iv a l t ar g et i n g p eo p l e b et w een 1 8 - 2 5 y e a r s o f a g e , t h e w eb si t e w as d esi g n ed wit h t h e in t e n t io n o f p r o m o t i n g f u n i n t er act i o n wit h t h e u s e r a s we ll a s t o i n f o r m vi ew er s ab o u t t h e b a n d s p e r f o r m in g in t h e f est i val .
24 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
25 FE R N A N D O LOV E R R I // SEN IOR POR TFOLIO
MOBILE
APP
T o b est acco m m o d at e t h e au d i en ce’ s n eed s d u r i n g t h e f est i val , a m o b i l e ap p w as cr eat ed al l o w i n g t h e f an s t o st ay i n f o r m ed ab o u t am en i t i es an d sh o w t i m es.
26 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
05
DAY O F THE DE AD Strategie s for Branding ///// A project dedicated to create the image of “The Day of the Dead” in the city of Miami.
DAY OF THE
DEAD
A m o t iv e t o c e le b r a t e f o r m a n y, b u t a m o r b id t r a d it io n t o o t h e r s , “ Th e D ay o f T h e De a d ” f ir s t s t a r t e d m o r e t h a n 3 , 0 0 0 year s a g o a m o n g in d ig e n o u s t r ib e s . T o d ay i t i s p r im a r ily c e le b r a t e d in M e x ic o an d a f ew c it ie s in t h e US. T h e ic o n f o r t h is r it u a l c e le b r at i o n w as d e s ig n e d b a s e d o n t h e c o lo r s o f t h e m a r ig o ld f lo we r , u s in g t h e b lack t o r e p r e s e n t d e a t h . T h e c u r v e d li n es an d s h a p e s m im ic t h e M e x ic a n g r a p h i cs e le m e n t s , wh ic h a r e t r a d it io n a l l y p ai n t ed o n p e o p le ’s f a c e s d u r in g t h e r i t u al .
30 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
visual urban
ADS
I n o r d er t o pr omote thi s event i n the ci ty o f M i am i , b i ll boar ds and publ i c tr ansi t ads w o u l d b e u sed i n ar eas, whi ch ar e hi ghl y vi si b l e i n d o wntown Mi ami .
33 FER N A N D O LOV E R R I // SEN IOR POR TFOLIO
34 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
WEBSITE
The main goal with th e we b s it e wa s t o s h o wc a s e , right from the home p a g e , im a g e s f r o m p r e v io u s y e a rs of the event in o r d e r t o a t t r a c t a s m u c h o f the public as possible.
35 FER N A N D O LOV E R R I // SEN IOR POR TFOLIO
06
YUM A CO FFE PACKAGE DESIGN ///// The purpose of this project was to design the identity of a premium coffee maker from Colombia.
YUMA COFFEE
BRAND
F r o m t h e c o lo r s , t h e s h a p es, an d al l t h e w ay t o t h e t y p o g r a p h y , t h e lo g o w as i n sp i r ed b y lo c a l a n c ie n t I n c a t r ib e s’ scu l p t u r es i n t h e r e g io n o f Hu ila , Co lo m b i a.
38 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
WEBSITE
The website was desig n e d wit h t h e p u r p o s e o f s howcasing all of Yum a ’s p r o d u c t s a n d t h e p r o c e s s b y w hic h the premium cof f e e is c r a f t e d .
PACKAGING
DESIGN
A l t h o u g h a p r em i u m co f f ee, Yuma gi ves p ar t i cu l ar at t en t i o n t o u si n g recycl ed mater i al s, w h i ch ar e u sed t o p ackag e al l the coffee fl avor s. T h e el eg an ce an d si m p l i ci t y o f the gr aphi cs, p er f ect l y i l l u st r at es t h e h i g h qual i ty of the C o l o m b i an co f f ee.
41 FE R N A N D O LOV E R R I // SEN IOR POR TFOLIO
07
N ATU RA L P U LL TYPOGRAPHY DESIGN ///// A book designed to educate about the extraordinary gravitational force of the sun.
natural pull
BOOK
A 6” x9” book wi th the pur pose of il l ustr ati ng and i nfor mi ng r eader s a bout the gr avi tati onal for ce of the sun—both how i t affects our li fes on Ear th as wel l as i n the rest of the sol ar system. The b ook has a br i ght yel l ow, har d c over and i s ful l of di agr ams and s ci enti fi c facts.
45 FER N A N D O LOV E R R I // SEN IOR POR TFOLIO
Natural Pull The Sun’s Gravitational Force
About
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Gravity is a universal force that binds together planets within solar systems, and keeps our feet on the ground walking around planet Earth. NATURAL PULL, explains how the sun is important to life on Earth, as it not only provides us with warmth and light, but affects our gravity. NATURAL PULL is designed and compiled by Fernando Loverri; created as a candidate for Bachelors of Fine Arts in Graphic Design at the Academy of Art University with instructor Carolina de Bartolo, course GR 330: Typography 3. It is printed and bound by Franklin Press, of Miami, Florida.
Book Specifications Format: Hard Cover and eBook Dimensions: 6X9 inches File Size: 8MB Language: English
Š 2013 Natural Pull
Pricing Hard Cover US$ 29.99 eBook US$ 9.99
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WEBSITE
T h e we b s it e a ls o f u n c t io n s a s a n eB o o k, w h i ch i n c lu d e s a f e w c h a p t e r s f r o m t h e b o o k. T h er e i s al so an o p t io n t o b u y a h a r d c o p y o f t h e b o o k o n l i n e. http://www.naturalpull.com/purchase
Natural Pull The Sun’s Gravitational Force
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Carolina De Bartolo
Carolina De Bartolo
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CarolinaDeBartollo@gmail.com
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08
BOEING GRAPHIC DESIGN ///// The design of the annual book report for the biggest aircraft manufacturer in the world.
50 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
BOEING
ANNUAL REPORT T h e annual r epor t book i l l ustr ates sever al i m ag e s and di agr ams, i nfor mati on about t h e company’ s i nvestments and r evenues, an d also a bi t of hi stor i cal facts about B o ei ng. The mai n goal for thi s book was to keep the i nfor mati on cl ean and or gani z ed, u si n g thr ee tones of bl ue fol l owi ng the b r an d ’ s i denti ty.
51 FER N A N D O LOV E R R I // SEN IOR POR TFOLIO
09
WORLD P E TRO PLE UM & RE S O URCE S GRAPHIC DESIGN ///// An identity design project of an upcoming oil company in Asia.
WPR
BRAND T h e me ta l, shaped drill machin e s u s e d f o r t h e s oil drilling when search in g f o r o il, t h u s t h e s ha rp e dges on the inner c ir c le , in s p ir e d t h e logo design. The yellow t o n e s we r e i n c orporate d to convey anoth e r r e s o u r c e o f e n e rgy —in this case, the sun .
WEBSITE
A co r p o r at e l o o k w as ch o sen f o r the d esi g n o f t h e w eb si t e. T h e w eb s i te co n si st s o f i m ag es as b ackg r o und and t h e b r an d ’ s yel l o w as an accen t col or .
55 FE R N A N D O LOV E R R I // SEN IOR POR TFOLIO
10
HO O L ‘N LO O P GRAPHIC DESIGN ///// The goal for this project was to redesign the image of a cross fit gym.
5 8 FE RNAN D O L O V E R R I / / SE NIOR P ORT F OL IO
HOOK ‘N LOOP
BRAND
H o o k ‘ N L o o p i s a cr o ss f i t g ym w h i ch u ses t h e l at est f o r m s o f aer o b i c exer ci ses i n o r d er t o ed u cat e st u d en t s ab o u t t h ei r d i et h ab i t s an d acco m p l i sh b et t er r esu l t s w h en co m p ar ed t o r eg u l ar g ym s. Fo r t h at r easo n , t h e l o g o w as d esi g n ed t o b e m o d er n an d sp o r t i n g , asso ci at i n g t h e n am e w i t h t h e i m ag e. A l so , t h e u se o f yel l o w an d b l ack i l l u st r at e a n i ce sp o r t y l o o k.
WEBSITE
T h e w eb si te was al so desi gned wi th the m o d er n i t y concept i n mi nd. A s the user scr o l l s d own the page, they automati cal l y vi ew ever y secti on of the si te wi thout n eed i n g t o hi t a si ngl e button.
SOCIALMEDIA
So c ia l M e d ia is a g r e a t t o o l t o keep m em b er s an d f u t u r e m e m b e r s in f o r m e d a b o u t h eal t h y d ai l y h ab i t s an d n ew a v a ila b le c la s s e s a t t h e g ym .
Hook ‘N Loop brochure
I n o r d er t o at t r act new customer s, a br ochur e w as d esi g n ed . T h e br ochur e showcases i n f o r m at i o n ab o u t the gym usi ng i mages of the l at est aer o b i c exerci ses and i nfor mati on on t h ese sp eci al p h ysi cal pr ogr ams.
62 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
63 FE R N A N D O LOV E R R I // SEN IOR POR TFOLIO
6 4 FE RNAND O L O V E R R I / / SE NIOR P ORT F OL IO
65 FER N A N D O LOV E R R I // SEN IOR POR TFOLIO
PHON
COURSE S en i o r P o r t f o l i o TITLE “S i m p l e M o d er n i t y” Fer n an d o L o ver r i S en i o r P o r t f o l i o
COLO P A PER P r e mi um Matte M a tte 100# C o v er H ard Matte I m a ge W r ap
FO N T H el vet i ca / / Fai r vi ew
B I NDERY S t i tch B ound
S O FT W A R E A d o b e C S 6 P h o t o sh o p , I l l u st r at o r & I n D esi g n
D E S IGNER Fernando Lover r i
PRINT O f f set b y B l u r b
I N STRUC TOR L i an Ng A cademy of A r t Uni ver ti si ty
thank you for
reviewing my portfolio.
“T h e mode rn artist must esta b lis h la ws c r e at ing a s ystem, that is to s a y , h e h a s t o m a st er his elemental means o f e x p r e s s io n i n a c ons c io us manner.” — He nry v a n de Velde, ‘Zur ele m e n t a r e n G e sta lt ung’,no. 1, Berlin 192 3