ROGER DELA ROSA /
/ 310 560 5309 rogelio857@earthlink.net VIEW ME / www.issuu.com/rockstardesigner CHAT ME [AIM] / rogelio857 RING ME
EMAIL ME /
DESIGN
ROGER DELA ROSA /
DESIGN
[ WHAT I DO ] art direction / strategy + design / brand development + redesign / corporate communications design / typographic design / environmental graphic design / information design / package design / advertising / solve problems
ROGER DELA ROSA /
DESIGN
[ WHO I AM ] designer. dreamer. thinker. father. mover. shaker. leader. feeler. interviewer. problem solver. talker. charmer. juggler. artist. traveler. writer. equally at ease talking to CEOs about sport fishing in the florida keys and business strategy, as well as explaining the benefits of strong branding and the importance of good design. and yes, I’m a rockstar.
ROGER DELA ROSA /
DESIGN
[ CASE STUDY / 1 / SOUTHERN CALIFORNIA GRAPHICS ] brand development / management: after creating the entire scope of branding for southern california graphics, spent the last two years implementing and managing the brand identity. developed/designed style guide for in-house use. as the printing business evolved, so did the brand. the constant was the original idea of “service without boundaries�. developed the brand into use in advertising, updated the stationery system, updated the logo for ease of use across new applications and created a new sub-brand for their digital printing business. and consulted on all design concepts.
SOUTHERN CALIFORNIA GRAPHICS / BRANDING role[s] : art director / lead designer account director
SOUTHERN CALIFORNIA GRAPHICS / BRANDING portfolio case, sample box / holiday card, promo role[s] : art director / lead designer account director
95 94 93 93 *
Cumulative 2006–07 Customer Satisfaction Survey average based on a 1–10 rating system.
*
Cumulative 2006–07 Customer Satisfaction Survey average based on a 1–10 rating system.
SOUTHERN CALIFORNIA GRAPHICS / BRANDING advertising for APALA publication role[s] : art director / lead designer account director
*
Cumulative 2006–07 Customer Satisfaction Survey average based on a 1–10 rating system.
Meets expectations* *
Cumulative 2006–07 Customer Satisfaction Survey average based on a 1–10 rating system.
service without boundaries™
Quality of print*
service without boundaries™
Overall satisfaction*
service without boundaries™
On time delivery to customers*
service without boundaries™
w
SOUTHERN CALIFORNIA GRAPHICS / BRAND DEVELOPMENT + REDESIGN logo design development role[s] : art director / lead designer account director
0.055 0.089
welcome. southern california graphics’ style guide. univers 65 bold pantone 645U / 60%
Southern California Graphics
family owned and operated since 1974. a fixture in southern california.
pantone 693U / 50% pantone 616U / 40% pantone warm gray 6U / 52% black
the corporate identity is based on and inspired by southern california. culture. lifestyle. and of course, SCG’s service without boundaries.
8.5 univers 65 bold / 10 pt. leading / left justified
left justified
0.055
Southern California Graphics
logo usage rules
0.57 univers 55 univers 65 bold
8432 Steller Drive
main logotype and alternate logo may be re-sized proportionately.
Culver City California 90232
always “anchor” main logotype in the top left corner of page
T: 310 559 3600
all elements within both the main logotype and alternate logo must always be used, i.e. you CANNOT remove address from main logotype.
F: 310 558 3127
7.75 pt. univers 55 / 9 pt. leading / right justified
to be used exclusively for the main logotype, alternate logo, address and contact information.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()
6 pt. leading
the length of the black box can be adjusted to fit within a certain area [please see business card and envelope designs.] there is a definite relationship between the main logotype and the SCG brand bars. Whenever you use the main logotype, you must use some “form” of the SCG brand bars.
trade gothic trade gothic light trade gothic bold two
main logotype
to be used for text / body copy, headlines and sub-heads in all printed collateral. 0.055
0.089 8.5 univers 65 bold / 10 pt. leading / left justified
Southern California Graphics
0.197
SCG brand bars usage rules
service without boundaries
when used in a vertical format [like on back of letterhead and business card], add “service without boundaries” in top box and website in third box down, as indicated in the example.
trade gothic bold two
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()
7.75 pt. univers 55 / 9 pt. leading
pantone 645U / 60%
when using the SCG brand bars as small boxes, no copy is necessary [as seen in the alternate logo].
helvetica helvetica bold pantone 693U / 50% www socalgraph com
to be used exclusively for text / body copy in all PCbased letterheads and mailing labels.
7.75 pt. univers 55 / 9 pt. leading
SCG brand bars
STY L E
GUIDE
trade gothic light / all caps
SOUTHERN CALIFORNIA GRAPHICS / BRAND DEVELOPMENT style guide role[s] : art director / lead designer account director
trade gothic bold two / all caps / adjust kerning so the tagline, “service without boudaries” appears fully-justified
STY L E
GUIDE
trade gothic / all caps
trade gothic light / all caps
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()
pantone 616U / 40%
trade gothic / all caps
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()
0.197
alternate logo
any questions, please contact the marketing department. all measurements are in inches unless noted. updated: july 2007
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()
pantone warm gray 6U / 52%
STY L E
GUIDE
trade gothic / all caps
trade gothic light / all caps
ROGER DELA ROSA /
DESIGN
[ CASE STUDY / 2 / DIODES, INC. ] problem: a smaller budget turned a full annual report into a 10k wrap solution: the hundreds of tech companies putting out 10k wraps are a dime a dozen. went with a simple, yet bold concept to drive the annual report : “right place [markets], right time and the right [innovative] products” ... classic ingredients that have been combined to drive the company’s success. instead of a traditonal book format, went with a fold out poster to make for a more interesting presentation and lent itself to represent the company’s innovative products that empower all of our lives. and really loved the idea of presenting an annual report in such a non-traditional way, it was a great way to push the design and still make a conservative client happy.
DIODES INCORPORATED / 2007 ANNUAL REPORT role[s] : art director / lead designer account director
DIODES INCORPORATED / 2007 ANNUAL REPORT feature fold-out / poster role[s] : art director / lead designer account director
ROGER DELA ROSA /
DESIGN
[ CASE STUDY / 3 / AMERICAN STATES WATER ] problem: third year designing the annual report, needed a fresh concept that included the company’s commitment to sustainabilty and ethnic diversity. solution: “for generations to come...” the writing and imagery all tied into the company’s rich history and a look into the future. imagery played a very big role in conveying this theme. hired a fashion photographer to capture models of each major generation time period, then placed them onto historic stock backgrounds to complete the look. printing on recycled/uncoated stock lent itself to both the sustainabilty and retro look of the book. winner / 22nd annual BLACKBOOK AR100.
AMERICAN STATES WATER / 2006 ANNUAL REPORT role[s] : art director / lead designer
AMERICAN STATES WATER / 2006 ANNUAL REPORT introduction spread / feature spread role[s] : art director / lead designer
American States Water Company Annual Report 2006
Turn on the tap and fill your glass. For generations of Americans—nearly 80 years now—American States Water Company has made it that easy. There is, however, nothing easy about it. Never mind that only 1% of the planet’s water is drinkable; it’s where that water is, or rather isn’t, that makes the gathering and distribution of it the real challenge. Groundwater, for example, can take three or four generations—the course of a human life—just to traverse a single mile. Add to this our swelling population and the resulting demand for fresh water, and many of our most important aquifers are being over-pumped. And this just touches the surface of the problem. We need sustainable solutions, solutions that will meet our present needs without further compromising the ability of future generations to meet their own needs. At American States Water Company, we understand and are committed to this—sustaining a way of life by ensuring a steady flow of clean water for our customers today and…
…For Generations to Come
Join our two models on the following pages as they chart the passing of the generations and the sustaining value of water.
1934: Dust Bowl storms begin in the Midwest.
AMERICAN STATES WATER / 2006 ANNUAL REPORT intro. spread role[s] : art director / lead designer
1936: Hoover Dam completed.
1938: Golden State Water Company (“GSWC”) formerly Southern California Water Company, progenitor of American States Water Company, celebrates 10 years in business.
1942: The federal government upgrades drinking water standards of 1925.
American States Water Company Annual Report 2006
They are the G.I. Generation—also known as the Greatest Generation— who endured the Great Depression and heroically fought and won World War II. Via the G.I. Bill, America invested in them and they, in turn, invested in America—and in companies like American States Water Company. What their investment helped to build and sustain has prospered to become one of the largest publicly traded water companies in the country—an industry leader comprised of six subsidiaries, including 40 water systems and one electric system, that today provides water and other vital utility services to well over one million people.
They are the Post-War Generation—also known as the Silent Generation— who came of age too young to have won the war and too old to declare one on the establishment. Instead, they quietly built their American dream in the new suburbia. Here, whole communities sprang up, their manicured lawns watered by thousands of miles of pipe—pipe and an aging infrastructure that today are in dire need of repair. Fortunately, at American States Water Company, we’ve committed $279 million over the last four years— some $67 million in 2006 alone—providing exceptional service for our customers today while sustaining our communities for tomorrow.
G.I.Generation 1947: Los Angeles establishes first air pollution control bureau in the nation.
1947: Newly available Colorado River water boosts supply to GSWC’s rapidly growing customer-base.
AMERICAN STATES WATER / 2006 ANNUAL REPORT feature spread role[s] : art director / lead designer
Post-War Generation 1948: Federal Water Pollution Control Act is enacted.
1951: The post-war boom swells GSWC’s customer roll to almost 100,000.
1960: First Clean Water Act passes U.S. Congress.
1965: Congress passes the Water Quality Act setting standards for states.
ROGER DELA ROSA /
DESIGN
[ CASE STUDY / 4 / FIRE MAGIC PREMIUM GRILLS ] problem: r.h. peterson co.’s line of fire magic gas grills’ brand looked cheap and did not hold a lot of presence and brand equity in the public eye. solution: the product is high-end, state of the art, beautifully constructed. the brand needed to say that through its identity and all supporting collateral. the elevation of the brand into a luxury lifestyle brand included a redesigned logo, the renaming of the product line, inserting the word “premium” into the product description, and most importantly, the creation of a brand position line, “savor the moment” that represented the new brand. all elements made their debut in the design of the new product catalog and subsequent supporting advertising and print collateral. inspired by luxury car catalogs, it is a beautiful visual partnership of luxury lifestyle and premium grills.
R.H. PETERSON CO. FIRE MAGIC PREMIUM GRILLS / CATALOG role[s] : art director / lead designer account director
R.H. PETERSON CO. FIRE MAGIC PREMIUM GRILLS / CATALOG introduction spread / product spread role[s] : art director / lead designer account director
ROGER DELA ROSA /
DESIGN
[ CASE STUDY / 5 / BRAILLE INSTITUTE ] problem: coming up with a fresh and poignant concept in the sixth year working with braille institute. also, each year, with each book, we create a brand system for the year that is used in all marketing. solution: the concept, “see us...for who we are” was a powerful reminder of the prejudices that people with disabilities deal with everyday. and the subjects chosen to be featured are all great examples of strong individuals that have overcome being visually impaired. the idea to make positive statements, followed by a “revealing” on the following spread [that the subject was visually impaired], came about during the ideation stages, and really helps tell the story of the concept. winner / 22nd annual BLACKBOOK AR100.
BRAILLE INSTITUTE / 2006 ANNUAL REPORT role[s] : art director / lead designer
BRAILLE INSTITUTE / 2006 ANNUAL REPORT feature spreads role[s] : art director / lead designer
the interviewer:
SEE US...
...FOR WHO WE ARE.
Our mission is to eliminate blindness and severe sight loss as a barrier to a fulfilling life. BRAILLE INSTITUTE ANNUAL REPORT LIGHT 2006
The idea for this year’s annual report came to us rather quickly. There were so many success stories this year, and yet the imperative remained clear—to somehow address any misconceptions people still have of Braille Institute. Their name, you would think, says it all. But as with the blind and visually impaired individuals whose stories populate the pages of this book, first impressions are rarely what they seem. In fact, despite all my previous experience with Braille Institute, I—like so many others—never truly appreciated all that they have to offer. Like so many others, I never saw Braille Institute for who they are. I do now. 1
LIGHT 2006
WE ARE EIGHT YEARS OLD. WE ARE VISUALLY IMPAIRED... MY NAME IS BRITTANY… MY FAVORITE SPORT IS RUNNING TRACK. I LOVE PLAYING THE PIANO AND THE DRUMS AND CAN PLAY MUSIC BY EAR. MY BEST FRIEND’S NAME IS SENECA… SHE’S REALLY GREAT AT GYMNASTICS AND IS ONE OF THE BEST PLAYERS ON HER SOCCER TEAM. AT BRAILLE INSTITUTE, WE’RE ALWAYS DOING SOMETHING FUN— LIKE LEARNING TO COOK, PLAYING AT THE BEACH OR EVEN GOING KAYAKING!
BRAILLE INSTITUTE AR
2
... AND THERE’S NOTHING WE CAN’T DO.
MY NAME IS SENECA… MY FAVORITE SUBJECT IS MATH. I LOVE GOING TO THE MALL, GYMNASTICS CAMP, PLAYING SOCCER AND RIDING MY BIKE. the interviewer: MY BEST FRIEND’S NAME IS BRITTANY... SHE’S REALLY GOOD AT PLAYING MUSIC AND IS ONEhen OF THE FASTEST ONand HER Brittany, TRACK TEAM. I learned of GIRLS Seneca I sensed immediately that theirs was a story worth AT BRAILLE INSTITUTE, WE’RE ALWAYS DOING SOMETHING FUN— telling. After all, there were two of them—two visually impaired girls who had become best LIKE GOING ON HIKES, WRITING POETRY, AND EVEN LEARNING SKI! friends while TO attending school and Braille Institute. Of course, I was curious as to how and
W
why each had lost their vision. Then again—how could I go about asking? Finally, I braved the call to Seneca’s parents, Cara and Tom, who—after some awkward small talk on my part— dutifully explained the story behind their daughter’s vision loss—undoubtedly something they’ve had to recount a thousand times. And yet, as I sat taking notes, I slowly began to LIGHT 2006 realize that—like most—I had been concerned with the wrong question. Seneca and her friend Brittany experienced vision loss for different reasons and at different times in their young lives. What was the same, however, was their family’s desire for them to live life to its fullest. Braille Institute, Brittany’s mother, Lashon, would later explain, is helping to prepare them for the world. Although they first questioned their teacher’s suggestion to visit Braille Institute, Seneca and Brittany went together and there discovered an exciting new world of learning activities! Likewise, we discovered something more than two blind girls who simply made for a warm story; we discovered Seneca and Brittany. 3
5
BRAILLE INSTITUTE / 2006 ANNUAL REPORT cover / intro. spread / feature spreads role[s] : art director / lead designer
LIGHT 2006
SEE US...
...FOR WHO WE ARE R
eally sexy dummy copy. Super fascinating stuff. Very interesting story. Hot adjectives and really cool verbs. Really sexy dummy copy. Super fascinating stuff. Very interesting story. Hot adjectives and really cool verbs. Really sexy dummy copy. Super fascinating stuff. Very interesting story. Hot adjectives and really cool verbs. Really sexy dummy copy. Super fascinating stuff. Very interesting story. Hot adjectives and really cool verbs. Really sexy dummy copy.
BRAILLE INSTITUTE ANNUAL REPORT LIGHT 2006
I AM AN HONOR STUDENT. MY MY MY MY
BRAILLE INSTITUTE / 2006 ANNUAL REPORT concept comp w/ stock imagery placeholders role[s] : art director / lead designer / headline writer
I AM VISUALLY IMPAIRED...
NAME IS GRACE. FAVOURITE COLOR IS PINK. FAVOURITE SUBJECT IS MATH. Really sexy dummy copy. Super fascinating stuff. Very interesting story. IS Hot MARY. adjectives and really cool verbs. Really sexy dummy copy. BEST FRIEND’S NAME
Super fascinating stuff. Very interesting story. Hot adjectives and really cool verbs. Really sexy dummy copy. Super fascinating stuff. Very interesting story. Hot adjectives and really cool verbs. Really sexy dummy copy. Super fascinating stuff. Very interesting story. Hot adjectives and really cool verbs. Really sexy dummy copy. Really cool verbs. Really sexy dummy copy. Super fascinating stuff. Very interesting story. Hot adjectives and really cool verbs.
...AND THERE’S NOTHING I CAN’T DO.