INTRO How to access the world if it is not from the structure that our mind << is >>? How to notice this complex structure? Psicopolis is an attempt to metaphorically represent some of the mental divisions that have given place to the projects chosen by the graphic designer to be part of her portfolio. What better way to give strength to this kind of presentation letter than one in which it is intended to show the originâ&#x20AC;&#x2122;s place of these projects: her mind raised topographically as a city. Psique, which means breath or encouragement -breath of life, that refers to the human soul that fulfills the body; another name that it could relate to is << mind >> as a system that is bodily articulated and allows mortal existence. Polis is the Greek word of what was called the city-state in the Peloponnese. This model, -Psicopolis- which is called the conjunction of these two concepts, aims to account not only for the four divisions - called districts - that categorize the skills and interests of its author, it also characterizes them as part of an organic system. Therefore each district is represented by different activities related to the components of the projects, these activities are carried out for the benefit of the order and operation of the city as an articulated, interrelated and interdependent system. In this way, Peregrinus, Pangea, Somnu and Ruris, are the districts that represents the mind of Sasha Turbay, as graphic designer, under the name of Psicopolis
PEREGRINUS
It is common to hear the people of this district say “man shall not live by bread alone" this sentence perfectly illustrates the work of this district. Although, as in Pangea, there is also a great interest in building networks for the benefit of the system. Peregrinus intended to do it from leisure spaces, as they consider that things like music, adventure, exploration and constant movement are also important as the activities that consists in the ideology of the district.
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T R I P S T E R S app COAUTOR(ES)
Alvaro arguello Sofía Lopez CLIENTE
Personal FECHA DE REAL
Julio 2016 ENFASIS
Diseño Web
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PROYECTO
Tripsters is a personal project that was born as a tourist guide and application for travelers flashpackers (backpackers looking to conquer the world through economic experiences). The most interesting contents of the application are: important information about places, golden rules and tips to have the best travel experience. Additionally it has downloadable contents such as: maps, currency exchange tables, emergency contact lists and others. The work carried out comes from two emphases: User Experience (UX) and User Interface (UI), through dynamic content, menus, external links and photo galleries that allows the user to have a complete and responsive interaction. The design proposes a fresh and trendy look, applying the bases of flat design.
T R I P S T E R S app
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Âť In these screens you can notice the versatility of the navegacion in the application.
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FOODT COAUTOR(ES)
Posh estudio CLIENTE
Universidad del Rosario FECHA DE REAL
Junio 2016 ENFASIS
Branding
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PROJECT
In these rapidly changing times where generations are classified by their way of seeing the world, young people are increasingly looking for real and quality experiences. Music, being the universal language of our lives, connects and excites people. As an example of it, during the last years in several cities of Colombia platforms of important festivals and concerts have been created, which in addition to that offers a wide artistâ&#x20AC;&#x2122; variety that involves other senses and pleasures, such as the visual and the taste. That's where food becomes the perfect match for music. The Band is an itinerant foodtruck that takes place in the best areas of BogotĂĄ and at the most important festivals and musical events on the circuit, offering a dynamic, authentic and traditional food. The main dish is an evolution of french fries, with more than 20 possible combinations of vegetables, proteins, sauces and cheeses. All of the above with the purpose of providing a warm and literally musical experience, where customers feel confident enough to have a good time and enjoy their time with their friends. The creation of the visual identity is resolved through the context in which the foodtruck belongs to: music, city, food and movement. The logo it is represented in organic forms such as irregularity and movement. The chromatic choice refers both to food and to the contrast between yellow and black, allowing the complementary graphics to reaffirm the duality between music and food.
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2016
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TYPOGRAPHY
Los Lana Niu Essential Bold
Los Lana Niu Essential Light
Orator Std
FRIED YELLOW BLANCO NEGRO
ÂťGRAPH The illustration that complements the pieces makes a direct reference to the fries and the hands of fans that take on meaning in relation to the name of the brand.
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FOOD TRUCK
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MENU FRIES 15K carb
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papas a la francesa cascos de papa criolla anillos de cebolla
elige los ingredientes y arma tu mejor combinación
meat
VEGGIES
pollo thai pollo picante
salsa
de la casa
cheddar
blue cheese
parmesano
pepper
mix de mini tomates macerados
pulled pork
pepinillos
hongos
philly cheese steak
jalapeños
cinnamon bbq
piña grillada 2k +
2k +2
CORN DOGS
LASAÑA POPPERS
Hamburguesa envuelta y frita dentro de una masa de pan de papa húngaro
nuestras salchichas artesanales empanizadas
rollos apanados de pasta con salsa bologñesa y mozzarella
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DRINKS
» The menu applies the complementary typefaces in different weights composed in such a way that
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sin variedad no hay música. otras opciones con beats deliciosos
Hungarian burger
13K
buffalo
champiñones
2k +
ROCKERS
they facilitate the reading to the client.
cheese
mozzarella
posta negra cartagenera
tocino glaseado ¿extra topping?
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beans sweet salad
12K
CErveza artesanal
6K
cerveza nacional
4K
chick’ and cheese fingers
12K
dedos de queso mozzarella y pollo apanados
gaseosa
4K
dessert
yellow submarines
6K
Submarinos rellenos de crema
agua
4K
25 // Âť The packaging is accompanied by the complementary graphic with its identifier in different presentations.
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FECHA DE REAL
ENFASIS
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THE ART OF SELLING TIME
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PROJECT
In times where people's lives are framed in the information overload, hyper-connectivity and increasingly ephemeral moments, food as a necessity and pleasure has to adapt to lifestyles and different backgrounds. Social gatherings, lunch time at work and the fridge are vital spaces for any human being. That is why business in the sector are eager to make the processes easier, offering new ways to sell, imploring loyalty of their customers, who at the moment of truth do not always have the desire as a decision-making. Â Create a Fresh Food Format that is ready to go, goes beyond the recipes and packaging, it is necessary to get to the bottom of the needs of consumers and make their lives easier without risking their satisfaction. This new format or business model, inspired by the largest cities around the world. It adapts perfectly to the Colombian consumer allowing them to be the one who choose what and how they want to eat without this becoming a nightmare to their finances or time.
BITTE IS A NEW FORMAT OF SELLING FOOD THAT ADAPTS TO THE CHALLENGES OF DESIRE AND ECONOMY, WITHOUT PUTTING QUALITY AT RISK.
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BRAND AWERENESS STRATEGY
The brand strategy is established on a detailed study of the potential customer’s purchasing behavior. Based on a Value Proposal that guarantees the right to people to eat delicious and economical food without long lines or rush. The customer service reinforces the brand values and loyalty is achieved with a deep knowledge of individual tastes and preferences. The tone of communication is as direct as our service, without pretensions or lies. We talk to clients as if they were talking to themselves. Like our name, we appeal to freshness when we say something. Breaking the ice between the consumer and the brand makes it easier to know, persuade and catch it.
BRAND VALUES 1. Honesty with customers, everyone can eat well at a fair price. 2. Innovation in the format, creating an experience that allows a efficient service. 3. Quality evidenced in all aspects of the place, the best ingredients, with the best service.
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LOGO The logo is consistent with the essence of the brand "real food in real time", evokes the values â&#x20AC;&#x2039;â&#x20AC;&#x2039;of the brand allowing a clean and direct communication. Zooja Pro typography communicates in a fresh and young way, which perfectly complements the Poppins typography that suggests an elegant and direct tone. This duality combines with the philosophy of the business, sober but daring, honest but not boring. The fact of being able to produce on a large scale allows to apply the logo in diverse substrates, tones and photographs facilitating the creation of high quality graphic pieces with great readability.
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A RESPONSIBLE, CLOSE AND COOL BRAN.
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PANGEA
The people of this district are in charge of building communication channels that favor interdistrict exchange. The main objective of Pangea is to link sectors of entrepreneurship whose interest is the creation of programs that contribute to the development of the district system through the construction of contact networks and experience designs in which the subjects feel that they participate actively in the fate of the community.
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Posh estudio CLIENTE
Universidad del Rosario FECHA DE REAL
Noviembre 2015 ENFASIS
Branding
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PROYECTO
Munur is the United Nations Model of the University of Rosario. With more than 5 annual versions, this model has positioned itself as one of the best in the country and the continent due to its high academic and logistic level. Each year, it brings together the best colleges and universities in the country to select the best delegates for the different thematic committees. It promotes international debates in different political, social and cultural fields, projecting attendees as figures of power and representation. Â At the end of the 2014 version, the organizers of the event decided to look for a new course for future versions, accepting that in terms of identity the event fell into conventionality and lacked added value. Taking the decision to create a great brand awareness that will perpetuate the identity of the event allowing the logo to be adapted each year, enhancing not only the graphic nature but the influence of it to create rewarding experiences for all attendees.
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VISUAL IDENTITY
The creation of visual identity was the most important step of the rebranding. It started with an extensive research on the different models in the world, the United Nations as a global organization and the way of thinking of a Munner (recurring assistants to Models). Focusing finally on these key concepts: Strength, leadership, globality, youth and dynamism. The formal construction of the symbol in the form of M shows different directions and vertices that intersect the same axis in a dynamic and stable way in order to demonstrate the forceful formality of the event without ignoring the youth and freshness of its participants. The color played a decisive role in the distinction of the event in front of its counterparts and brought it closer to the chromatic range of the university. The typography proposal was coherent with the above and added enough modernity for a contemporary event. Texta from Latinotype is a sans serif geometric font that has more than 10 variations which enriches both the identifier and the complementary graphic. This symbol was created under the values of â&#x20AC;&#x2039;â&#x20AC;&#x2039; strength and dynamism. Both the chromatic proposal and the shape of the visual identity make a great match between formal and freshness catching the attention of a young segment with the forcefulness of a serious and important event.
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DELEGATE SURVIVOR KIT
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PÁGINA WEB
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ÂťWEBSIDE It was created as the most efficient and direct media with the delegates, in addition to contain all the necessary information about the event, it allowed them to register directly and download the academic content for their interventions.
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PROPUESTA MUNUR 17 may 26_ by Posh st
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#munurevolution evolution_ _revolution
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Y TIPOGRAFÍAS MUNUR 17
MUNUR has been incrypted_ MUNUR has been incrypted_ MUNUR has been incrypted_
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67 // COAUTOR(ES)
Posh estudio CLIENTE
Universidad del Rosario FECHA DE REAL
Septiembre 2016 ENFASIS
Creaciรณn de concepto para el evento
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PROYECTO
TEDx is a global program that helps communities, organizations and individuals to foster conversations and create connections through experiences similar to those of a TED. The conversations revolve around a large list of disciplines and cultures seeking a much deeper understanding of the world around us, understanding that the power of ideas is capable of changing attitudes, prejudices and conflicts. For this version the University of Rosario (licensed for two years) was defined as the main concept Plan B inspired by the conviction to learn from mistakes and accept failures as new opportunities to undertake solutions from other points of view and with directions that defy standards and claim new alternatives. The design exercise consisted in the graphic representation of said concept and the natural need to create the image for an event, with the added value of the user experience. The graphic is framed in the universe of barriers and routes using metaphors such as the void, the labyrinth, the impossible worlds and the optical illusions; all this is enhanced by isometric graphics to generate spatial depths and dimensions.
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MAILING AND SOCIAL MEDIA Digital graphic pieces were framed in illustrations with friendly and fun texts that enriches the graphics and enhance their function.
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77 // "We believed in alternatives, in which happiness is not found in only one way, and therefore, we must always have a Plan B... And the best of all is that we realized that there are many people who think like us " Sebastiรกn Cantillo Director de comunicaciones TEDxUdelRosario
SOMNU
This district contributes to the permanent study of the stimulation of the senses to find what are the best sensory methods to build communication networks. The people of this district are pioneers in breaking prejudices about the body and its perceptions.
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CLIENTE
Personal FECHA DE REAL
Abril 2015 ENFASIS
Editorial
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AISTHESÍA
revista COAUTOR(ES)
Sebastian Sanabria
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PROYECTO
The editorial proposal of the magazine will have as a starting point the sensory perception, approaching an aesthetic experience emphasizing the relationship of two senses. Therefore, the sections will be directed to show how certain phenomena are perceived corporally from sight and touch. This specific issue will deal with topics that revolve around intimate practices hidden in a certain way. However, the publication does not intend to make the experience evident as a document but will try to show a sensory journey from an aesthetic discourse through image and text resources. In this way it is intended to show how the experience of an event can be addressed through the senses, avoiding the analysis of sensory practices, marginalized by a dominant discourse, only within a framework of sociological or psychological study linked to academic methodologies. If someone tries to think of phenomena that ultimately refer to the senses, what better way to enter them than from the senses themselves? For such the magazine will use chronicles, testimonies and stories with their respective photographs and illustrations to dislocate the perception of a reader through the sensory experience of another.
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letras a la visiรณn
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RURIS
There is an unofficial consensus that this is the most <<spiritual>> district of the city. Here are those interested in promoting a healthy life that is achieved through treatments in the work of the land and an organic diet based on very old knowledge.
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93 S E // MBRANDO VIDA
KingShi Emprendimiento CLIENTE
KingShi FECHA DE REAL
2018
ENFASIS
Branding
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PROYECTO
We are an organization that seeks to generate changes Our purpose is to improve the quality of life of the people, providing them with an honest product, totally healthy and excellent quality. We are health providers. We want to offer a natural product that provides a large list of benefits for the consumer, highlighting its main component Ganoderma. For this same reason we have decided to draw a product line of: Coffee with ganoderma that will help the health of every consumer in Cololmbia.
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SEMBRANDO VIDA
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A RESPONSIBLE, CLOSE AND COOL BRAN.
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ABOUT SASHA TURBAY GONZALEZ I'm a graphic designer with an emphasis on visual identity and brand management. My purpose as a designer is based on evidencing the social responsibility of design from its role in communication and people's lives, creating changes and reflections in these areas, integrating the conceptualization with an innovative graphic solution to conceive efficient communication. I am passionate about having to be constantly movement, researching and knowing my environment. I invest time creating ideas, stories and experiences that allows to convey what the brand or person wants to show.
This portfolio was created in 2016 and it has being constantly updated until 2019. It is composed of Asssitant and Poppins typefaces.