art direction
natalia Natalia Marmolejo is an aspiring art director from Mexico City. With a passion for simplistic and sophisticated design, she finds her inspiration from the people she meets, flavors she tastes and movement she witnesses. Her goal is to create conceptually strong solutions that express themselves in beautiful, functional ways. Whether collaborating with other creative minds or working alone, her keen eye and attention to detail remains consistent in all of her work.
contents burger lounge Illustration p.4 ceviche house Branding p.8 mary kay Art Direction p.12 the standard Art Direction p.18 california lottery Art Direction p.24 common sneakers Illustration p.28 potato season Interactive Layout p.32 espiritu lauro Photography p.36 food project Photography p.40
burger lounge Illustration This award-winning burger joint, located in Southern California, is not only famous for grass fed beef burgers but also for fresh organic salads. In order to portray the difficult decision between two delicious items, the Burger Lounge Dichotomy was created. With an infographic table tent, guests are presented the features and benefits of choosing between indulgence or the healthy. Whichever they chose, the end result is the same, both leave you satisfied.
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vs.
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Burger Lounge â‹… Natalia Marmolejo
who needs a salad when this burger has lettuce and tomato?
100% american grass-fed beef crispy Panko breaded onion rings
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we use peanut oil because it has less saturated fat
indulgent route
THE BURGER LOUNGE DICHOTOMY
longline caught
what route should I take?
whole leaf
hand-scooped Dryer’s ice cream
bring back your childhood memories, add some malt
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who needs fries when there is roasted corn in the salads?
fluffy whole-wheat bun
don’t struggle choosing a side, get a ½ and ½
1 out of 3 people get a salad at BL, be the odd one out
healthy route
house-made dressings
grow your muscles with some albacore
unsweetened and organic
best of all? free refills
Natalia Marmolejo ⋅ Burger Lounge
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ceviche house Branding Served at local Farmer’s Markets, Ceviche House is one of San Diego’s premier ceviche aficionados. The challenge was to create a voice and presence for this young brand, while educating consumers on what ceviche is. The concept for packaging, labels and logo were based on how one eats ceviche- on a tostada.
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Ceviche House â‹… Natalia Marmolejo
mary kay Art Direction and UI Design The client for the 2014 American Advertising Federation’s National Student Advertising Competition was Mary Kay Inc. Mary Kay embraces faith, family and career, while empowering women to succeed in each one of these aspects. The campaign was centered on the one idea that ties it all together, love. The objective was to attract female Millennials to become independent beauty consultants and be part of the Mary Kay sisterhood. Research showed Millennials express their love by staying connected. The MK Connect app was built to engage the target market with technology and Mary Kay in just one tap. This app features a love note messaging platform, a contact manager, a note blast function, and offers a mobile point of sale for current beauty consultants. Art Direction worked closely with a Copywrting team to create print ads and web banners, as well as the final plansbook that can be viewed here.
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Mary Kay â‹… Natalia Marmolejo
Natalia Marmolejo â‹… Mary Kay
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Mary Kay â‹… Natalia Marmolejo
the standard Art Direction The Standard Hotels are known for creating different experiences from one location to another, while always embracing art, unrestricted parties and an exclusive VIP ambiance. This campaign reflects the duality of the experience at The Standard. The campaign is aimed towards women from the ages of 25-35 who travel for work or pleasure, and seek a unique experience without leaving the hotel. This campaign was shot with Polaroid photos enabling the hotel to serve as the canvas and allowing guests to become part of the art, and thus a part of The Standard.
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The Standard â‹… Natalia Marmolejo
The guests at The Standard actively participate to create art. The Collective is an art curation website. It selects Instagram photos using geolocation and hashtags to create unique visual matches with a verbal juxtaposition. The Collective allows the user to browse through different word combinations, to shuffle the images, and to share it on social media.
Natalia Marmolejo â‹… The Standard
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california lottery Art Direction Playing the lottery can be summarized into three steps- choosing numbers, waiting for the result and reacting to it. These three steps are never experienced the same by the players, but the winners tend to have some similarities and spend money in the same ways. Copy-based ads allow the lottery players to envision themselves going through these actions and winning.
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SCRATCH. SCREAM. SPEND!
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California Lottery â‹… Natalia Marmolejo
PLAY. PRAY. PARTY!
www.calottery.com
common sneakers Illustration Shoes say more about a person than anything else. But sneakers are a whole different language when it comes to footwear, and for this reason they needed their own dingbats. This collection of sneakers was traced in only black and white shapes and strokes to later on be converted into compound paths. The models of this collection represent iconic styles from the late 2000s used for running, skateboarding or as fashion statements. After the first collection was created, the dingbats became full size posters with color and detailed stitching to enhance the look.
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C
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AR
VE ON RS
potato season Interactive Layout Thanks to Pinterest, just about everyone is jumping on the “do it yourself ” bandwagon. However, too many DIY tutorials lack a thorough explanation of the crafting process. The inspiration for this manual is based on the common phrase, “a picture is worth a thousand words.” Most DIY guides explain their process through writing only, offering very little visual reference. When each step of the guide is artfully photographed a crafter is never left questioning their work. Additionally, this manual offers digital interactivity features meant to reflect the hands-on experience of actual DIY crafting.
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Potato Season â‹… Natalia Marmolejo
Natalia Marmolejo â‹… Potato Season
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espiritu lauro Photography Collaboration is key for several project, and this is exactly what La Colectiva does. This start-up storytelling agency in New York City, had the task to position a Mexican mezcal in foreign grounds. Espiritu Lauro is being alienated of its roots and adapted for new markets, and part of the process is to experiment with uncommon flavors. Recipe testing and fresh, unedited photography were a vehicle to this collaborative project.
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Espiritu Lauro â‹… Natalia Marmolejo
Natalia Marmolejo â‹… Espiritu Lauro
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food project Photography A photograph of food is the ultimate brain stimulant. When you see an image of a decadent meal your mind experiences tastes, smells, textures and emotions as if you are actually eating it. Food was chosen to be the subject of this photography study for that very reason. Food is an incredible source of joy and knowledge for many. When a flavor combination can bring inspiration, you want to hold on to it forever. What better way to harness those senses than by capturing the moment.
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Food Project â‹… Natalia Marmolejo
Natalia Marmolejo â‹… Food Project
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Natalia Marmolejo nataliaimarmolejo@gmail.com www.cargocollective.com/nataliamarmolejo