Meraki
Growing up, my Peruvian born father and Paraguayan mother equipped me with colored pencils, construction paper and a sewing machine. These supplies coupled with my imagination began a series of crafting adventures. In middle school, my up until then stay at home mother, got a job for United Airlines while my Dad was already working for Hyatt Hotels. It was the perfect pairing -- and so my travels began. I’ve been lucky enough to journey to places, people only hope to put on their bucket list and my eyes have been opened to a vast array of cultures. I learned about pattern and texture by watching Incan women weaving the colorful textiles of Cusco, and observed pure form watching glass hand-blown on the Venetian island of Murano. Travel has only fueled my passion for art, design and the craftsmanship of distinctive countries. While exploring who I am as a designer I discovered the word meraki, a Greek concept encapsulating something created with soul; to put something of yourself into your work. This poetic word describes the feeling I get when interacting with the art and design of other cultures and what I hope to infuse into everything I create.
VANESSA ALVAREZ [01]
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Sundara Airways
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LUXURY INDIAN AIRLINE CATEGORY
Branding
INSTRUCTOR
Min Choi
Derived from Sanskrit , meaning beautiful, Sundara Airways is an aptly named upscale Indian airline. With a focus on premium service and the idea of collectivism, Sundara Airways prides itself on giving passengers an authentic in-air cultural experience. Flying Sundara Airways appeals to high income travelers ages 40-55 wanting to experience the rich culture of India. The airline's logo mark hints to the national bird, the peacock, and stands well on it's own or alongside the elegant typography. I emphasized the luxury of the brand through the use of ornate patterning and techniques like gold embossing on print applications including stationery, brand manual and snack packaging. Gold accents further the brand on airplane graphics and in-flight china. Derivado del Sánscrito que significa bella, la Aerolínea Sundara es acertadamente una aerolínea India de alta categoría. Con un enfoque en servicio premium y una idea de colectivismo, la Aerolínea Sundara se orgullece en ofrecer una experiencia autentica durante todos sus vuelos. Volar en Sundara atrae a viajeros de altos ingresos con una edad media de 40 a 55 que quieren experimentar la cultura rica de la India. La marca del logo de la aerolínea sugiere la figura de la ave nacional, el pavo real, que sola o acompañada de tipografía siempre se muestra bien. He enfatizado el lujo de esta marca a travéz del uso de patrones floridos y del uso de técnicas como impresiones doradas resaltadas en papelería, manuales de la marca y empaques de bocadillos. Los acentos dorados promueven la marca en los gráficos de la aerolinea y en el servicio de loza de vuelo.
[02] MERAKI . SUNDARA AIRWAYS
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Sundara Airways
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LUXURY INDIAN AIRLINE CATEGORY
Branding
INSTRUCTOR
Min Choi
Derived from Sanskrit , meaning beautiful, Sundara Airways is an aptly named upscale Indian airline. With a focus on premium service and the idea of collectivism, Sundara Airways prides itself on giving passengers an authentic in-air cultural experience. Flying Sundara Airways appeals to high income travelers ages 40-55 wanting to experience the rich culture of India. The airline's logo mark hints to the national bird, the peacock, and stands well on it's own or alongside the elegant typography. I emphasized the luxury of the brand through the use of ornate patterning and techniques like gold embossing on print applications including stationery, brand manual and snack packaging. Gold accents further the brand on airplane graphics and in-flight china. Derivado del Sánscrito que significa bella, la Aerolínea Sundara es acertadamente una aerolínea India de alta categoría. Con un enfoque en servicio premium y una idea de colectivismo, la Aerolínea Sundara se orgullece en ofrecer una experiencia autentica durante todos sus vuelos. Volar en Sundara atrae a viajeros de altos ingresos con una edad media de 40 a 55 que quieren experimentar la cultura rica de la India. La marca del logo de la aerolínea sugiere la figura de la ave nacional, el pavo real, que sola o acompañada de tipografía siempre se muestra bien. He enfatizado el lujo de esta marca a travéz del uso de patrones floridos y del uso de técnicas como impresiones doradas resaltadas en papelería, manuales de la marca y empaques de bocadillos. Los acentos dorados promueven la marca en los gráficos de la aerolinea y en el servicio de loza de vuelo.
[02] MERAKI . SUNDARA AIRWAYS
CREATIVE BRIEF OVERVIEW Sundara Airways is a luxury Indian airline based out of Jodhpur, India. The airline aims to provide affluent passengers with authentic insight into the Indian culture through premium and personalized service.
MISSION STATEMENT Sundara Airways operates internationally as the flagship carrier for Jodhpur, India, striving for quality and excellence in all aspects of air travel, serving domestic and international markets. Focused on safety, convenience and service the carrier delivers authentic Indian identity to strengthen impressions and establish relationships with customers.
DIFFERENTIATION Literally translated from Sanskrit, sundara means "beautiful" or "scenic," a nod to the beautiful landscape throughout India. While the airline prides itself on providing a luxurious experience for its passengers, it continually strives to maintain an air of kinship and closeness, values prominent within Indian families, on board. As a thoughtful touch, evening and late-night flights offer dining in elegant land lounges before the flight so passengers can maximize their sleep time in the air. On board amenities include extra wide beds that flatten completely and an ottoman so you can entertain a companion in your suite while mid-flight. Luxury amenity kits include perks like skincare products, an eye mask, and pajama set. Sundara Airways continuously strives to give back to its community, whether it be through employee volunteering or donating funds to specific causes. Before passengers travel, a portion of each ticket sale is donated to the clean water project in India, which provides safe drinking water and improved sanitation to the 22% of the country living below the poverty line.
DESIGN IMPLICATIONS Logo/Identity: The Sundara Airways logo mark is iconic of the national bird of India, the peacock. The peacock represents elegance and grace, the foundation of the Sundara brand. Mood/Color/Voice: Rich navy, representing dependability, and gold, denoting luxury and opulence, are the primary colors used throughout the airline. Deep red and teal, representing protection and happiness, are used as accent colors in textiles and other printed materials. Lush fabrics and ornate gold detailing are found in cabin which help to strengthen the brand’s identity.
VANESSA ALVAREZ [05]
OUR MISSION Sundara Airways operates internationally as the flagship carrier for Jodhpur, India, striving for quality and excellence in all aspects of air travel, serving domestic and international markets. Focused on safety, convenience and service the carrier delivers authentic Indian identity to strengthen impressions and establish relationships with customers.
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Coach in-flight screen / First Class snack service
[08] MERAKI . SUNDARA AIRWAYS
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First Class interior cabin
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[10] MERAKI . SUNDARA AIRWAYS
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Command G
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UNITE 2016 DESIGN CONFERENCE CATEGORY
Branding
INSTRUCTOR
Sean Bacon
UNITE is an annual design event hosted by local AIGA student chapters. This year designer Sean Adams was invited to give advice to current San Diego design students. I teamed up to conceptualize and develop the event theme and accompanying graphics. We chose the gestalt based concept of Command G to play off of not only a well known design keyboard shortcut, but also the grouping of designers to share ideas. We developed a series of flat, colorful icons including sunglasses, a surfboard to communicate the San Diego lifestyle. These were paired with design related imagery like computers and pencils that could be locked up in various ways on branded applications that included posters, the Unite 2016 website and social media posts. UNITE es un evento anual de diseños organizado por estudiantes locales del AIGA. Este año el diseñador Sean Adams fue invitado para dar consejos a los actuales estudiantes de diseño de San Diego. Para conceptualizar y desarrollar el tema del evento y sus correspondientes graficos me uní a otros estudiantes para trabajar en equipo. Escojimos el concepto del Comando G que no solamente es bien conocido como algo conciso en el diseño de teclados, pero es tanbién representante del compartimiento de ideas por grupos de diseñadores. Nosotros creamos una serie de íconos planos, coloridos que incluye gafas de sol y tablas de surf para comunicar el estilo de vida en San Diego. Estos fueron emparejados con imágenes relativas de diseño como computadoras y lápices que podrían ser bloqueadas en varias formas de aplicaciones como carteles, el sitio web de Unite 2016 y medios de comunicación social.
[14] MERAKI . COMMAND G
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Command G
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UNITE 2016 DESIGN CONFERENCE CATEGORY
Branding
INSTRUCTOR
Sean Bacon
UNITE is an annual design event hosted by local AIGA student chapters. This year designer Sean Adams was invited to give advice to current San Diego design students. I teamed up to conceptualize and develop the event theme and accompanying graphics. We chose the gestalt based concept of Command G to play off of not only a well known design keyboard shortcut, but also the grouping of designers to share ideas. We developed a series of flat, colorful icons including sunglasses, a surfboard to communicate the San Diego lifestyle. These were paired with design related imagery like computers and pencils that could be locked up in various ways on branded applications that included posters, the Unite 2016 website and social media posts. UNITE es un evento anual de diseños organizado por estudiantes locales del AIGA. Este año el diseñador Sean Adams fue invitado para dar consejos a los actuales estudiantes de diseño de San Diego. Para conceptualizar y desarrollar el tema del evento y sus correspondientes graficos me uní a otros estudiantes para trabajar en equipo. Escojimos el concepto del Comando G que no solamente es bien conocido como algo conciso en el diseño de teclados, pero es tanbién representante del compartimiento de ideas por grupos de diseñadores. Nosotros creamos una serie de íconos planos, coloridos que incluye gafas de sol y tablas de surf para comunicar el estilo de vida en San Diego. Estos fueron emparejados con imágenes relativas de diseño como computadoras y lápices que podrían ser bloqueadas en varias formas de aplicaciones como carteles, el sitio web de Unite 2016 y medios de comunicación social.
[14] MERAKI . COMMAND G
[16] MERAKI . COMMAND G
VANESSA ALVAREZ [17]
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Holi Hops!
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SAVORY INDIAN ALE CATEGORY
Packaging
INSTRUCTOR
Min Choi
Holi Hops! is a bold, flavorful beer bottled brewed in Jaipur, India infused with the traditional flavors of India. Based on the Holi Festival, or the Festival of Colors, the brightly decorated packaging, packs a punch suitable for the ultimate adventurer ages 21-36 seeking to experience a daring taste of India. Appealing to this audience's sense of wanderlust, I created a series of vibrantly colored bottles evoking the powder explosions of the festival. Unique spices, engaging copy, and energetic visuals all work together to communicate the brand personality and challenge the audience to live colorful and drink colorful. Inspired by the forms of the Taj Mahal I developed a custom wood beer carrier complete with bottle opener. Coasters, bottles and advertising billboards feature witty stories. Holi Hops! una franca y sabrosa cerveza preparada y embotellada en Jaipur, esta llena de los sabores más exóticos de la India. Basada en en el Holi Festival, o Festival de los Colores, esta brillantemente decorada cerveza, contiene un tremendo poder adecuado para cualquier aventurero de 21 a 36 años de edad que quiera experimentar los sabores atrevidos de la India. Sugerido por esta audiencia con gran sentido de viajar, cree una serie de botellas vibrantemente coloreadas para evocar las explosiones de color del festival. Condimentos únicos combinados con materias ingeniosas y representaciónes energicas trabajan juntas para comunicar la personalidad del producto y desafian a la audiencia a beber y vivir una vida coloreada. Inspirada en las formas del Taj Mahal diseñé un portador de cervezas de madera hecho a la medida completa con abridor de botellas. Posavasos, botellas y vallas publicitarias presentan historias ingeniosas.
[20] MERAKI . HOLI HOPS!
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Holi Hops!
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SAVORY INDIAN ALE CATEGORY
Packaging
INSTRUCTOR
Min Choi
Holi Hops! is a bold, flavorful beer bottled brewed in Jaipur, India infused with the traditional flavors of India. Based on the Holi Festival, or the Festival of Colors, the brightly decorated packaging, packs a punch suitable for the ultimate adventurer ages 21-36 seeking to experience a daring taste of India. Appealing to this audience's sense of wanderlust, I created a series of vibrantly colored bottles evoking the powder explosions of the festival. Unique spices, engaging copy, and energetic visuals all work together to communicate the brand personality and challenge the audience to live colorful and drink colorful. Inspired by the forms of the Taj Mahal I developed a custom wood beer carrier complete with bottle opener. Coasters, bottles and advertising billboards feature witty stories. Holi Hops! una franca y sabrosa cerveza preparada y embotellada en Jaipur, esta llena de los sabores más exóticos de la India. Basada en en el Holi Festival, o Festival de los Colores, esta brillantemente decorada cerveza, contiene un tremendo poder adecuado para cualquier aventurero de 21 a 36 años de edad que quiera experimentar los sabores atrevidos de la India. Sugerido por esta audiencia con gran sentido de viajar, cree una serie de botellas vibrantemente coloreadas para evocar las explosiones de color del festival. Condimentos únicos combinados con materias ingeniosas y representaciónes energicas trabajan juntas para comunicar la personalidad del producto y desafian a la audiencia a beber y vivir una vida coloreada. Inspirada en las formas del Taj Mahal diseñé un portador de cervezas de madera hecho a la medida completa con abridor de botellas. Posavasos, botellas y vallas publicitarias presentan historias ingeniosas.
[20] MERAKI . HOLI HOPS!
NAMING I took a creative, disciplined strategic approach to naming a new beer that hails from India. The beverage branding takes a vibrant and colorful approach as the product is infused with Indian spices. I needed to find a daring name that had rhythm and would express the spirit of the Indian Festival of Colors. It would need to look strong on packaging, coasters and in outdoor advertising. Crafting this essential brand asset I hoped to capture the imagination of adventurous 21-36 year old adults who embrace new ideas and cultures. The name must be: Meaningful: communicate the essence of the brandsupport imagery Modular: can easily build brand extensions Distinctive: unique, easy to remember, pronounce and spell Future-Oriented: positions a company for changes and growth Protectable: available domain, can be owned and TM Positive: positive connotations Visual: works well as a logo, in text and within the brand architecture [hierarchy of brands within a single company] Competition Festival Brands: Diwali Yugadi Gandhi Jayanti Makar Sankranti Bhai Dooj Guru Purnima Dussehra Karwa Chauth Vljayadashmi Baisakhi Ganesh Chaturthi Vasant Panchami Krishna Janmastami Shigmo Durga Puja Mardi Gras Ramanavami Carnival
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The Radler
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GERMAN CYCLING MAGAZINE CATEGORY
Editorial
INSTRUCTOR
Sean Bacon
The Radler is a quarterly magazine dedicated to the urban cycling culture of Germany. Geared towards male and female urban bike commuters ages 27-42, The Radler features notable bike enthusiasts and aims to educate the global community about European bike culture. I chose a clean, minimalistic layout for the magazine in order to showcase the typography and photography used throughout. The condensed geometric font Norwester was used to create the Radler masthead for its clean communicative quality that references the keen attention to detail, precision and craft and order of European design. Minimal layouts use a 12 column grid and compelling yet practical color and black and white photography to enchant, surprise, improve and challenge cyclists like a great road that goes on and on. Radler es una revista trimestral dedicada a la cultura ciclista urbana de Alemania. Orientada hacia viajeros ciclistas varones y femeninos de 27 a 42 años de edad, los artículos de Radler contienen entusiastas notables en ciclismo y tienen como objetivo educar a la comunidad global acerca de la cultura Europea ciclista. He escogido un diseño minimalista, lúcido para la revista para poder mostrar la tipografía y fotografía usada en ella. La fuente Norwester, geometricamente condensada, fue usada para crear los títulos de la revista por su dada calidad de comunicar la aguda atención de detalles, precisión, arte y orden del diseño Europeo. Los diseños usan un cuadro de 12 columnas de irresistible pero práctico colorido y fotografías en blanco y negro encantan, sorprenden, mejoran y desafían ciclistas como una carretera que continua sin ningún fin.
[30] MERAKI . THE RADLER
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The Radler
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GERMAN CYCLING MAGAZINE CATEGORY
Editorial
INSTRUCTOR
Sean Bacon
The Radler is a quarterly magazine dedicated to the urban cycling culture of Germany. Geared towards male and female urban bike commuters ages 27-42, The Radler features notable bike enthusiasts and aims to educate the global community about European bike culture. I chose a clean, minimalistic layout for the magazine in order to showcase the typography and photography used throughout. The condensed geometric font Norwester was used to create the Radler masthead for its clean communicative quality that references the keen attention to detail, precision and craft and order of European design. Minimal layouts use a 12 column grid and compelling yet practical color and black and white photography to enchant, surprise, improve and challenge cyclists like a great road that goes on and on. Radler es una revista trimestral dedicada a la cultura ciclista urbana de Alemania. Orientada hacia viajeros ciclistas varones y femeninos de 27 a 42 años de edad, los artículos de Radler contienen entusiastas notables en ciclismo y tienen como objetivo educar a la comunidad global acerca de la cultura Europea ciclista. He escogido un diseño minimalista, lúcido para la revista para poder mostrar la tipografía y fotografía usada en ella. La fuente Norwester, geometricamente condensada, fue usada para crear los títulos de la revista por su dada calidad de comunicar la aguda atención de detalles, precisión, arte y orden del diseño Europeo. Los diseños usan un cuadro de 12 columnas de irresistible pero práctico colorido y fotografías en blanco y negro encantan, sorprenden, mejoran y desafían ciclistas como una carretera que continua sin ningún fin.
[30] MERAKI . THE RADLER
[32] MERAKI . THE RADLER
VANESSA ALVAREZ [33]
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[34] MERAKI . THE RADLER
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VANESSA ALVAREZ [35]
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Sparrow Young Readers
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TEEN TRAVEL ACCESSORIES CATEGORY
Branding
INSTRUCTOR
Candice Lopez
Sparrow Young Readers is a publishing company aimed at producing travel guides and accessories for youth and teens aged 10-17. These materials strive to make travel interesting and engaging with offbeat information not typically found in traditional travel guides. I rendered each journal to mimic the art of papercutting and selected muted, earthy color palettes that correspond to each country. After studying cut paper illustrations from Switzerland and Poland I translated their style to my own graphic, flat imagery. Supporting adventure maps, travel tags, and collectible decals were filled with quirky illustrations, ethnic patterning, and vivid coloring in order to visually appeal to youth and entice them to collect the various materials of each country. Sparrow Young Readers es una compañía de publicaciones orientada a producir guías de viajes y accesorios para jóvenes de 10 a 17 años de edad. Estos materiales se esfuerzan en hacer de viajar algo interesante y atractivo con información excéntrica no encontrada en otras guías tradicionales de viajes. He hecho que cada jornada imite el arte de corte de papel con diseños y seleccioné colores apagados, terrosos que correspondan a cada país. Después de estudiar las ilustraciones de papel cortado de Suiza y Polonia yo convertí su estilos a mis gráficos e imágenes. Los mapas de aventuras adjuntos, las etiquetas de viaje y de colección fueron llenadas con ilustraciones peculiares, patrones étnicos y colores vívidos para atraer visualmente a la juventud y tentarlos a coleccionar los diferentes materiales de cada país.
[36] MERAKI . SPARROW YOUNG READERS
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Sparrow Young Readers
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TEEN TRAVEL ACCESSORIES CATEGORY
Branding
INSTRUCTOR
Candice Lopez
Sparrow Young Readers is a publishing company aimed at producing travel guides and accessories for youth and teens aged 10-17. These materials strive to make travel interesting and engaging with offbeat information not typically found in traditional travel guides. I rendered each journal to mimic the art of papercutting and selected muted, earthy color palettes that correspond to each country. After studying cut paper illustrations from Switzerland and Poland I translated their style to my own graphic, flat imagery. Supporting adventure maps, travel tags, and collectible decals were filled with quirky illustrations, ethnic patterning, and vivid coloring in order to visually appeal to youth and entice them to collect the various materials of each country. Sparrow Young Readers es una compañía de publicaciones orientada a producir guías de viajes y accesorios para jóvenes de 10 a 17 años de edad. Estos materiales se esfuerzan en hacer de viajar algo interesante y atractivo con información excéntrica no encontrada en otras guías tradicionales de viajes. He hecho que cada jornada imite el arte de corte de papel con diseños y seleccioné colores apagados, terrosos que correspondan a cada país. Después de estudiar las ilustraciones de papel cortado de Suiza y Polonia yo convertí su estilos a mis gráficos e imágenes. Los mapas de aventuras adjuntos, las etiquetas de viaje y de colección fueron llenadas con ilustraciones peculiares, patrones étnicos y colores vívidos para atraer visualmente a la juventud y tentarlos a coleccionar los diferentes materiales de cada país.
[36] MERAKI . SPARROW YOUNG READERS
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VANESSA ALVAREZ [39]
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Zandunga
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NATURAL MEXICAN HONEY CATEGORY
Packaging
INSTRUCTOR
Candice Lopez
Just outside of beautiful San Miguel de Allende, Mexico lies the brainchild of Mexican guitarist, Gil Guiterrez, Zandunga. Zandunga is a place for venturesome tourists and locals ages 40-55 to listen to up-and-coming musicians while sampling traditional fare. Local farmers and artisans are invited to sell their goods within the venue and packaging was needed for individual goods and sustainable produce sold there. After studying vintage guitar logos I developed a friendly, fresh type solution that would translate well on different products sold at the venue. Inspired by decorative sugar skulls and gritty mezcal packaging I illustrated a label for natural honey with an edgy flare. Linen paper, rustic twine and a naturally wood burned lid complete the organic feel. A las orillas de la bella ciudad de San Miguel de Allende en Méjico se encuentra la famosa creación del guitarrista Mejicano Gil Gutierrez, Zandunga. Zandunga es un lugar audaz que turistas y locales de 40 a 55 años de edad frecuentan para escuchar a futuras estrellas mientras saborean platos tradicionales. Agricultores y artesanos locales son invitados a vender sus productos allí. Despues de estudiar los logos tradicionales de guitarras, produje una solución fresca y cordial que traduciría bien en los diferentes productos que se venden en este lugar. Inspirada en los decorativos cráneos de azucar y en los empaques de arena, ilustré las etiquetas de miel natural con puntos de llamaradas. Papel de lino, con un enrosque rustico y una tapa de madera quemada completan la sensación orgánica.
[42] MERAKI . ZANDUNGA
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Zandunga
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NATURAL MEXICAN HONEY CATEGORY
Packaging
INSTRUCTOR
Candice Lopez
Just outside of beautiful San Miguel de Allende, Mexico lies the brainchild of Mexican guitarist, Gil Guiterrez, Zandunga. Zandunga is a place for venturesome tourists and locals ages 40-55 to listen to up-and-coming musicians while sampling traditional fare. Local farmers and artisans are invited to sell their goods within the venue and packaging was needed for individual goods and sustainable produce sold there. After studying vintage guitar logos I developed a friendly, fresh type solution that would translate well on different products sold at the venue. Inspired by decorative sugar skulls and gritty mezcal packaging I illustrated a label for natural honey with an edgy flare. Linen paper, rustic twine and a naturally wood burned lid complete the organic feel. A las orillas de la bella ciudad de San Miguel de Allende en Méjico se encuentra la famosa creación del guitarrista Mejicano Gil Gutierrez, Zandunga. Zandunga es un lugar audaz que turistas y locales de 40 a 55 años de edad frecuentan para escuchar a futuras estrellas mientras saborean platos tradicionales. Agricultores y artesanos locales son invitados a vender sus productos allí. Despues de estudiar los logos tradicionales de guitarras, produje una solución fresca y cordial que traduciría bien en los diferentes productos que se venden en este lugar. Inspirada en los decorativos cráneos de azucar y en los empaques de arena, ilustré las etiquetas de miel natural con puntos de llamaradas. Papel de lino, con un enrosque rustico y una tapa de madera quemada completan la sensación orgánica.
[42] MERAKI . ZANDUNGA
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Perú: Pachamama
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SOUTH AMERICAN FESTIVAL CATEGORY
Branding
INSTRUCTOR
Sean Bacon
Perú: Pachamama was the headline of 2015's Folklife Festival series hosted by the Smithsonian Institution in Washington, D.C. Originally aimed at educating the entire surrounding metropolitan community about the Peruvian culture, I transformed the festival to target the most impressionable: young children under the age of 13. Hinting at children's birthday parties, I morphed typical Peruvian icons into playful balloons and utilized the culture's bright colors and decorative patterns to adorn the festival's accompanying materials. The dominant use of the curvilinear, lively sans font Merge reinforces the festival’s exuberant attitude. Festival applications included tickets, tote bags, poster, festival brochure and culture specific children’s toys that celebrate Peruvian life. Perú: Pachamama fue el titular del Festival Folclófrico del 2015 organizado por el Instituto Smithsonian de Washington, D.C. Originalmente dirigido a educar la población entera del área metropolitana acerca de la cultura Peruana, transforme las partes más impresionantes del festival: los niños menores de 13 años. Aludiendo a las fiestas de cumpleaños de estos menores, transforme los símbolos Peruanos más típicos en globos de juego y utilice los colores decorativos y brillantes de esta cultura para adornar los materiales que acompañan el festival. El uso dominante de la fuente Merge de sans con su curvilinea y vivaz aspecto reenfuerza la actitud exuberante del festival. Los materiales del Festival incluyen boletos, bolsas, carteles, folletos del festival y juguetes de niños específicos de la cultura que celebran la vida en el Perú.
[46] MERAKI . PERÚ PACHAMAMA
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Perú: Pachamama
07
SOUTH AMERICAN FESTIVAL CATEGORY
Branding
INSTRUCTOR
Sean Bacon
Perú: Pachamama was the headline of 2015's Folklife Festival series hosted by the Smithsonian Institution in Washington, D.C. Originally aimed at educating the entire surrounding metropolitan community about the Peruvian culture, I transformed the festival to target the most impressionable: young children under the age of 13. Hinting at children's birthday parties, I morphed typical Peruvian icons into playful balloons and utilized the culture's bright colors and decorative patterns to adorn the festival's accompanying materials. The dominant use of the curvilinear, lively sans font Merge reinforces the festival’s exuberant attitude. Festival applications included tickets, tote bags, poster, festival brochure and culture specific children’s toys that celebrate Peruvian life. Perú: Pachamama fue el titular del Festival Folclófrico del 2015 organizado por el Instituto Smithsonian de Washington, D.C. Originalmente dirigido a educar la población entera del área metropolitana acerca de la cultura Peruana, transforme las partes más impresionantes del festival: los niños menores de 13 años. Aludiendo a las fiestas de cumpleaños de estos menores, transforme los símbolos Peruanos más típicos en globos de juego y utilice los colores decorativos y brillantes de esta cultura para adornar los materiales que acompañan el festival. El uso dominante de la fuente Merge de sans con su curvilinea y vivaz aspecto reenfuerza la actitud exuberante del festival. Los materiales del Festival incluyen boletos, bolsas, carteles, folletos del festival y juguetes de niños específicos de la cultura que celebran la vida en el Perú.
[46] MERAKI . PERÚ PACHAMAMA
MIND MAP
VANESSA ALVAREZ [49]
[50] MERAKI . PERÚ PACHAMAMA
VANESSA ALVAREZ [51]
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Amato
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UNIQUE JAPANESE CANDY CATEGORY
Packaging
INSTRUCTOR
Sean Bacon
Konpeitō is a beloved traditional Japanese sugar candy. Known for it's brightly colored, spiky exterior, these small globules are typically packaged in a clear bonbonieru, or candy box, to showcase the unique appearance of the confection. I chose to differentiate from conventional packaging with an edgy rebrand. Amatō is a cheeky way of saying "sweet tooth,” that appeals to the independent 18-33 Harajuku youth street culture with it’s diverse influences. I developed bold patterns resembling traditional Japanese motifs out of custom letterforms and paired them with vibrant colors to strengthen the playful, non-conformist brand. I created Somersault a playful custom font whose curves reference Japanese calligraphy and geometric forms that give it a modern interpretation. Konpeitō es un dulce de azúcar tradicional Japones muy apreciado. Conocido por su colorido brillante y puntiagudo exterior estos pequeños glóbulos son tipicamente empaquetados en una bombonera clara o caja de caramelos para enseñar la aparencia única de su confección. Mi decision fue de diferenciar el empaquetado convencional contra una marca a la vanguardia. El término Amatō es una manera muy casual de decir "goloso" que atrae a la población joven Harajuku de 18 a 33 con su diversificada cultura urbana e influencias. He desarrollado diseños llamativos que emulan los motivos tradicionales Japoneses con formas de letras personalizadas y en conjunto con el uso de colores vivrantes para reenforzar el espiritu no conformista y juguetón de la marca. He creado una fuente personalizada Somersault que con sus curvas hace referencia a la caligrafía Japonesa y le da una interpretación moderna.
[54] MERAKI . AMATŌ
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Amato
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UNIQUE JAPANESE CANDY CATEGORY
Packaging
INSTRUCTOR
Sean Bacon
Konpeitō is a beloved traditional Japanese sugar candy. Known for it's brightly colored, spiky exterior, these small globules are typically packaged in a clear bonbonieru, or candy box, to showcase the unique appearance of the confection. I chose to differentiate from conventional packaging with an edgy rebrand. Amatō is a cheeky way of saying "sweet tooth,” that appeals to the independent 18-33 Harajuku youth street culture with it’s diverse influences. I developed bold patterns resembling traditional Japanese motifs out of custom letterforms and paired them with vibrant colors to strengthen the playful, non-conformist brand. I created Somersault a playful custom font whose curves reference Japanese calligraphy and geometric forms that give it a modern interpretation. Konpeitō es un dulce de azúcar tradicional Japones muy apreciado. Conocido por su colorido brillante y puntiagudo exterior estos pequeños glóbulos son tipicamente empaquetados en una bombonera clara o caja de caramelos para enseñar la aparencia única de su confección. Mi decision fue de diferenciar el empaquetado convencional contra una marca a la vanguardia. El término Amatō es una manera muy casual de decir "goloso" que atrae a la población joven Harajuku de 18 a 33 con su diversificada cultura urbana e influencias. He desarrollado diseños llamativos que emulan los motivos tradicionales Japoneses con formas de letras personalizadas y en conjunto con el uso de colores vivrantes para reenforzar el espiritu no conformista y juguetón de la marca. He creado una fuente personalizada Somersault que con sus curvas hace referencia a la caligrafía Japonesa y le da una interpretación moderna.
[54] MERAKI . AMATŌ
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Fuzzy Feet Dog Rescue
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DOG ADOPTION SITE REDESIGN CATEGORY
Interactive
INSTRUCTOR
Paul Drohan
Fuzzy Feet Dog Rescue is a non-profit animal shelter operating within Southern California and Baja, Mexico. Like most independent rescues, Fuzzy Feet relies on donations and word of mouth to keep their shelter running. A site re-haul was needed in order to bring more awareness to the shelter with the hopes of generating more donations and successful adoptions. The responsive site redesign is fun and engaging leading with bold pet imagery to attract the target audience of middle to high income families ages 24-38. My personalized approach was to connect the adopter with a potential shelter pet through a quick "pawsonality" matching test. To do this I created original illustrations that interact with the user as they progress through the quiz to find their ideal furry companion. Fuzzy Feet Dog Rescue es una organización de albergue para animales operando en California del Sur y en Baja, Méjico. Como es el caso de muchas organizaciones, Fuzzy Feet depende de donaciones y de referencias para mantener su albergue en operación. Con la idea de difundir este lugar y producir mejores donaciones, así como también mas adopciones, la renovación del local era necesario. El nuevo diseño del local es divertido y atractivo, lleno de imágenes de mascotas para atraer la audiencia en mente de ingresos medianos y altos de familias de 24 a 38 años de edad. Mi enfoque personalizado fue de conectar a futuros dueños adoptivos con mascotas a travéz de un exámen de pareo de personalidad. Para esto creé ilustraciones originales que interactúan con los usuarios a lo largo del exámen mientras buscan su mascota ideal de compañía.
[60] MERAKI . FUZZY FEET DOG RESCUE
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Fuzzy Feet Dog Rescue
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DOG ADOPTION SITE REDESIGN CATEGORY
Interactive
INSTRUCTOR
Paul Drohan
Fuzzy Feet Dog Rescue is a non-profit animal shelter operating within Southern California and Baja, Mexico. Like most independent rescues, Fuzzy Feet relies on donations and word of mouth to keep their shelter running. A site re-haul was needed in order to bring more awareness to the shelter with the hopes of generating more donations and successful adoptions. The responsive site redesign is fun and engaging leading with bold pet imagery to attract the target audience of middle to high income families ages 24-38. My personalized approach was to connect the adopter with a potential shelter pet through a quick "pawsonality" matching test. To do this I created original illustrations that interact with the user as they progress through the quiz to find their ideal furry companion. Fuzzy Feet Dog Rescue es una organización de albergue para animales operando en California del Sur y en Baja, Méjico. Como es el caso de muchas organizaciones, Fuzzy Feet depende de donaciones y de referencias para mantener su albergue en operación. Con la idea de difundir este lugar y producir mejores donaciones, así como también mas adopciones, la renovación del local era necesario. El nuevo diseño del local es divertido y atractivo, lleno de imágenes de mascotas para atraer la audiencia en mente de ingresos medianos y altos de familias de 24 a 38 años de edad. Mi enfoque personalizado fue de conectar a futuros dueños adoptivos con mascotas a travéz de un exámen de pareo de personalidad. Para esto creé ilustraciones originales que interactúan con los usuarios a lo largo del exámen mientras buscan su mascota ideal de compañía.
[60] MERAKI . FUZZY FEET DOG RESCUE
POSITIONING Positioning strategy drives planning, marketing, and sales. The market is always changing with shifts in technology, demographics and consumer trends, creating gaps in the marketplace. With this project I wanted to tap into a unique brand approach by matching the site user to a dog at the shelter. Instead of the taking the tug at your heart strings approach showing despondent shelter pets in cages I put a positive spin on the adoption process. Through an engaging personality test the process of adopting a dog becomes akin to dating sites connecting potential dog owners to their ideal match. In a booming period of Internet sites and apps that match you to your mate, Fuzzy Feet Dog Rescue's "Pawsonality Test" and social media sharing features are spot on with the target demographic making adopting a pet more user friendly, fun and creating stronger matches resulting in successful and long term adoption.
WHAT: A website that matches the user to a dog
that is an ideal fit for their lifestyle, housing situation, activity level, and members of the family.
HOW: By answering a quick series of animated
questions about their lifestyle owners are matched to potential dogs for adoption.
WHO: Middle to high income men and women ages 24-38 who live in urban areas, both single and with young families.
WHERE: Southern California including San Diego and Baja, Mexico.
WHY: Matching important traits and lifestyle
characteristics of owners to pet profiles will create better opportunities for successful adoption.
WHEN: In a digital era of dating sites and ideal web matches.
-Integrates personality and lifestyle traits of owners to potential adoptive pets. -Web and Mobile device application. -Success stories of pet adoption encourage and drive future adoptions and donations to help dogs in the San Diego and Baja, Mexico region. -Educational and informative to adoptive pet parents. -Social media sharing allows new pet owners to share their match with others further promoting the adoption site.
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Pico Champagne Bar
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DECO INSPIRED BAR CATEGORY
Branding
INSTRUCTOR
Sean Bacon
This French Art-Deco champagne bar located in Midtown Manhattan caters to stylish upper-middle income city dwellers ages 29-44. Inspired by the gilt plaster façade of the Folies Bergere by Maurice Picaud, nicknamed "Pico," this trendy bar is characterized by modern, elegant menus, gilded fixtures, and lavish champagne. To enhance the Deco facet of the Pico brand, smooth line work fueled by his architecture and geometric shapes were added to the menu illustrations and supporting printed materials. Branded materials include a stylish check presenter, uniquely contoured geometric business card and napkin. I selected the stunning font Neutraface for its nod to the 1920's and matched it with the clear technical voice of Bebas Nueue for a contemporary pairing. Este champagne bar art deco Francés ubicado en Midtown Manhattan sirve a la clase media estilizada de residentes en la ciudad con una edad media de 29 - 44. Inspirado en la entrada de yeso dorado del Folies Bergere de Maurice Picaud, apodado "Pico," este bar moderno es caracterizado por sus elegantes menús, accesorios dorados y suntuoso champagne. Para mejorar la faceta Deco de la marca Pico, lineas suaves, alimentadas por su arquitectura y formas geométricas, fueron añadidas a las ilustraciones del menu y sus acompañantes materiales impresos. Accesorios de la marca incluye un elegante porta cuentas, tarjetas de negocios con contornos geométricos únicos y servilletas. He seleccionado la maravillosa fuente Neutraface por su connección a los 1920 y la he acompañado con la voz clara técnica de Bebas Nueue para darle un emparejamiento contemporario.
[72] MERAKI . PICO CHAMPAGNE BAR
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Pico Champagne Bar
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DECO INSPIRED BAR CATEGORY
Branding
INSTRUCTOR
Sean Bacon
This French Art-Deco champagne bar located in Midtown Manhattan caters to stylish upper-middle income city dwellers ages 29-44. Inspired by the gilt plaster façade of the Folies Bergere by Maurice Picaud, nicknamed "Pico," this trendy bar is characterized by modern, elegant menus, gilded fixtures, and lavish champagne. To enhance the Deco facet of the Pico brand, smooth line work fueled by his architecture and geometric shapes were added to the menu illustrations and supporting printed materials. Branded materials include a stylish check presenter, uniquely contoured geometric business card and napkin. I selected the stunning font Neutraface for its nod to the 1920's and matched it with the clear technical voice of Bebas Nueue for a contemporary pairing. Este champagne bar art deco Francés ubicado en Midtown Manhattan sirve a la clase media estilizada de residentes en la ciudad con una edad media de 29 - 44. Inspirado en la entrada de yeso dorado del Folies Bergere de Maurice Picaud, apodado "Pico," este bar moderno es caracterizado por sus elegantes menús, accesorios dorados y suntuoso champagne. Para mejorar la faceta Deco de la marca Pico, lineas suaves, alimentadas por su arquitectura y formas geométricas, fueron añadidas a las ilustraciones del menu y sus acompañantes materiales impresos. Accesorios de la marca incluye un elegante porta cuentas, tarjetas de negocios con contornos geométricos únicos y servilletas. He seleccionado la maravillosa fuente Neutraface por su connección a los 1920 y la he acompañado con la voz clara técnica de Bebas Nueue para darle un emparejamiento contemporario.
[72] MERAKI . PICO CHAMPAGNE BAR
DIFFERENTIATION Brands are constantly fighting for our attention. The Pico Champagne Bar brand needs to demonstrate how different it is from marketplace competitors and quickly draw consumers in to the product. To do this I examined some important competitors.
VANESSA ALVAREZ [75]
[76] MERAKI . PICO CHAMPAGNE BAR
VANESSA ALVAREZ [77]
Sundara Airways The Radler Cycling Magazine Pico Champagne Bar
[80] MERAKI . LOGOS
Hani Garlic Sauce Holi Hops! Brewing Co. Nectar Juice Bar
Into the Beautiful North play logo Peru: Pachamama Folklife Festival Zandunga music venue
A.R.F.-Animal Rescue Foundation AmatĹ? Japanese candy Voices: Honoring Veterans
VANESSA ALVAREZ [81]
many, many thanks...
First and foremost I'd like to thank Sean Bacon. He has supported me in this process every step of the way and has gone above and beyond as an educator. Professors Candice Lopez, Min Choi, Paul Drohan, Amy Levine and Andrea Singer have taught me so much over the past year and a half and I am eternally grateful for their knowledge, help, and guidance throughout this program. I'd like to thank my fiancĂŠ, Mike, for persuading me to enroll in the Graphic Design program in the first place and for always encouraging me to do what makes me happy. Mike's carpentry skills are captured in several projects and I cannot thank him enough for his unwavering patience with me during this crazy time. A big thank you to Kira Wilson for her amazing copywriting contribution on Sundara, Command G, and Holi Hops! She has such a creative mind and a way with words. Thank you Hibiki Dennen for helping to assemble and photograph my beautiful process pages and to Bradford Prairie, Keith Foreman, Kelly Armerding and Phillip Campbell for shooting my projects. Thank you to my fellow classmates of City College 2016 for constructive critique, pushing me to be a better designer, and for all the ways in which many of you have helped me get this book done. Lastly, thank you to my parents for instilling me with passion and a strong work ethic. I hope I have made you proud.
[82] MERAKI . THANKS
COLOPHON Designer_Vanessa Alvarez Contact_vanalvarez@gmail.com Printer_Sunset Press Typefaces_Archer + Verlag+ Mrs. Saint Delafield Pro + Numbers Claimcheck Photography_Bradford Prairie, Keith Foreman, Kelly Armerding, Phillip Campbell All stock imagery shown is for inspiration only. Copyright_Vanessa Alvarez Š 2016 ALL RIGHTS RESERVED
VANESSA ALVAREZ [83]