JULIA FERNANDEZ
G R A P H I C D E S I G N B FA
THE DESIGN ALLY
ACADEMY OF ART UNIVERSIT Y 2 017-2 02 1
JULIA FERNANDEZ
G R A P H I C D E S I G N B FA
THE DESIGN ALLY
ACADEMY OF ART UNIVERSIT Y 2 017–2 02 1
JULIA FERNANDEZ T H E D E S I G N A L LY
COPYRIGHT © JULIA FERNANDEZ 2021
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means without the prior written permission of the publisher, nor be otherwise circulated in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser.
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SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
7
CONCEPT
As a designer, it is my responsibility to be a true ally to my clients and users; when I solve design problems, I create solutions that strive to reach and surpass their goals and expectations.
SELECTED WORKS 2017–2021
J JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y
PROJECTS 01 02 03 04
Symbiosis
A book exploring the natural phenomenon of symbiosis through various visual mediums
Kirkland Signature
A collection of package design created to help make adulting less intimidating and more fun
Harper’s Bazaar
A bold take on publication design that questions conventional beauty standards in fashion
Måla Paint
An innovative take on IKEA’s brand creating a line of sustainable powder based paints.
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C H A P T E R TA B L E O F C O N T E N T S
01
05 06 07 08
Love, Lola
A narrative cookbook marrying traditional Filipino experiences and classic Filipino foods.
Misfits United
A film festival honoring Charlie Chaplin’s work as a revolutionary filmmaker
Truth Matters
A misinformation case study in social media and a campaign to educate others against it
Hope for Peace
A celebration of WWII’s 75th anniversary & the signing of the United Nations Charter
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
LEARNING THE BONDS of NATURE
PROJECT ONE
CHAPTER SYMBIOSIS
11 01
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
Symbiosis
#integration #juxtaposition #organic
PROJECT ONE
13
PROJECT SYMBIOSIS
01 02 03 04 05 06 07 08
OBJECTIVE
Create a book that visually explores a natural phenomenon. Create a brand identity and hypothetical topic of an art exhibition.
INSTRUCTOR DAV I D H A K E C AT E G O R Y BRANDING, BOOK DESIGN
APPROACH
Articlulate various forms of symbiosis (the interaction between two different organisms living in close physical association) through typography, photography, and other visual mediums. Create designs that visualize connection and collaboration.
SELECTED WORKS 2017–2021
P R O J E C T/ T R U T H M AT T E R S
COURSE GRAPHIC DESIGN 1
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT ONE
PROJECT SYMBIOSIS
15
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT ONE
PROJECT SYMBIOSIS
17
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
PROJECT SYMBIOSIS
19
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT ONE
PROJECT SYMBIOSIS
21
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT ONE
PROJECT SYMBIOSIS
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P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT ONE
PROJECT SYMBIOSIS
25
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
A DT EHSE I G DN E SAI LGLNY A L L Y JJUULLI IAA FFEERRNNAANNDDEEZZ TBHF E
PROJECT ONE
PROJECT SYMBIOSIS
27
SELECTED WORKS 2017–2021
J JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y
ADULTING MADE FUN FOR ALL
PROJECT T ZW E ROO
CHAPTER K TA I RBKL LE A O N FD CS O I GNNT AETNUTRSE
29 01
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
Kirkland Signature #relatable #straightforward #nofrills
PROJECT TWO
31
C H A P T E R K I R K L A N D S I G N AT U R E
COURSE PAC K AG E D ES I G N 1
INSTRUCTOR JACQUES ROSSOUW
OBJECTIVE
Redesign the packaging of an existing signature brand. Conceptualize a new brand and a new visual systematic approach.
C AT E G O R Y
APPROACH
PAC K AG E D ES I G N
Make Costco’s signature brand, Kirkland Signature appeal to millennials who are journeying into adulthood by personifying each item and giving the brand a likable personality. Create packaging that quite literally speaks for itself and makes the brand more accessible and less intimidating for those who are looking into stocking up their new home.
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT TWO
C H A P T E R K I R K L A N D S I G N AT U R E
33
SELECTED WORKS 2017–2021
3J 4U L I A
FERNANDEZ T H E D E S I G N A L LY
PROJECT TWO
C H A P T E R K I R K L A N D S I G N AT U R E
35
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT TWO
C H A P T E R K I R K L A N D S I G N AT U R E
37
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT TWO
C H A P T E R K I R K L A N D S I G N AT U R E
39
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT TWO
C H A P T E R K I R K L A N D S I G N AT U R E
41
SELECTED WORKS 2017–2021
A DT EH SE I G DN E SAI LGLNY A L L Y JJUULLI IAA FFEERRNNAANNDDEEZZ TBHF E
PROJECT TWO
C H A P T E R K I R K L A N D S I G N AT U R E
43
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT TWO
C H A P T E R K I R K L A N D S I G N AT U R E
45
SELECTED WORKS 2017–2021
J JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y
QUESTIONING our BEAUTY STANDARDS
PROJECT THREE
CHAPTER H T AA BR LP EE RO’ FS C BO AZ NA TA ER NTS
47 01
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
Harper’s Bazaar #rebel #unconventional #feminist
PROJECT THREE
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PROJECT HARPER’S BAZAAR
OBJECTIVE
Redesign an existing magazine publication with a complete typographic system.
INSTRUCTOR JOHN NET TLETON APPROACH C AT E G O R Y P U B L I C AT I O N D E S I G N
Pair bold and unconventional photography with bold and unconventional typographic choices in order to create an intriguing magazine that catches the eye of the target audience: Gen-Z. Choose images that are empowering and inclusive, while creating dynamic spreads with typographic motion and movement.
SELECTED WORKS 2017–2021
P R O J E C T/ T R U T H M AT T E R S
COURSE TYPOGRAPHY 2
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT THREE
PROJECT HARPER’S BAZAAR
51
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT THREE
PROJECT HARPER’S BAZAAR
53
S SE EL LE EC CT TE ED D W WO OR RK KS S 2 20 0 11 7 7– –2 20 02 2 11
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT THREE
PROJECT HARPER’S BAZAAR
55
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT THREE
PROJECT HARPER’S BAZAAR
57
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT THREE
PROJECT HARPER’S BAZAAR
59
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT THREE
PROJECT HARPER’S BAZAAR
61
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
A DT EHSE I G DN E SAI LGLNY A L L Y JJUULLI IAA FFEERRNNAANNDDEEZZ TBHF E
PROJECT THREE
PROJECT HARPER’S BAZAAR
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P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PAINTING made SIMPLE
PROJECT FOUR
CHAPTER MALA PAINT
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03 05
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
Måla* Paint Collection #playful #candid #approachable
PROJECT FOUR
67
CHAPTER MÅLA PAINT
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PAC K AG E D ES I G N
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PAC K AG E D ES I G N 3
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COURSE
OBJECTIVE
Create a hypothetical powder paint collection for a well-known and designed brand. IKEA’s visual system is the perfect candidate as a company that can integrate a new sustainable, eco-friendly, and No-VOC powder paint. APPROACH
Create the Måla* Paint collection: a line of powder paints and paint tools that showcase IKEA’s brand. All packaging utilizes customized dielines and innovative die-cuts that only require one sheet of paper to encapsulate each item.
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FOUR
CHAPTER MÅLA PAINT
69
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FOUR
CHAPTER MÅLA PAINT
71
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FOUR
CHAPTER MÅLA PAINT
73
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FOUR
CHAPTER MÅLA PAINT
75
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FOUR
CHAPTER MÅLA PAINT
77
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FOUR
CHAPTER MÅLA PAINT
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SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FOUR
CHAPTER MÅLA PAINT
81
SELECTED WORKS 2017–2021
J JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y
HONORING HERITAGE and HOME
PROJECT FIVE
CHAPTER L TO AB V LE EL O F L AC O N T E N T S
83 01
SELECTED WORKS 2017–2021
A DT EHSE I G DN E SAI LGLNY A L L Y JJUULLI IAA FFEERRNNAANNDDEEZZ TBHF E
Love, Lola
#traditional #didactic #storyteller
PROJECT FIVE
85
PROJECT LOVE LOLA
OBJECTIVE
Create a unique cookbook narrative along with an applied typographical system.
INSTRUCTOR ARIEL GREY C AT E G O R Y
APPROACH
BOOK DESIGN
Marying Filipino cultural experiences with my grandmother’s recipes to create an immersive experience to all those who read this book.
SELECTED WORKS 2017–2021
P R O J E C T/ T R U T H M AT T E R S
COURSE TYPOGRAPHY 3
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FIVE
PROJECT LOVE LOLA
87
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FIVE
PROJECT LOVE LOLA
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SS EE LL EECCTT EE DD W WOO RR KKSS 22 0011 77––22 00 22 11
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FIVE
PROJECT LOVE LOLA
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SSEELLEECCTTEEDD WWOORRKKSS 22001 177––2200221 1
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FIVE
PROJECT LOVE LOLA
93
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FIVE
PROJECT LOVE LOLA
95
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FIVE
PROJECT LOVE LOLA
97
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT FIVE
PROJECT LOVE LOLA
99
SELECTED WORKS 2017–2021
JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y J
PROJECT FIVE
PROJECT LOVE LOLA
101
S SE EL LE EC CT TE ED DWW O OR RK K S S 22001 177–– 2 0 2 1
J JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y
ONE of US
PROJECT SIX
CHAPTER M T AI S B FL IET S O FU N C IOT NE TD E N T S
103 01
SELECTED WORKS 2017–2021
A DT EH SE I G DN E SAI LGLNY A L L Y JJUULLI IAA FFEERRNNAANNDDEEZZ TBHF E
Misfits United #playful #candid #comedic
PROJECT SIX
105
CHAPTER MISFITS UNITED
COURSE VISUAL SYSTEMS 2
INSTRUCTOR HUNTER WIMMER
OBJECTIVE
Build a visual system around a director and their films to create a hypothetical film festival. Create artifacts and exhibit how this event would be promoted.
C AT E G O R Y
APPROACH
B R A N D I N G I D E N T I T Y, D E S I G N
Inspired by Chaplin’s ability to empathize with the outcast in all of us, a funky visual system was created to help promote the festival. Mixed media and collage was used to mirror the tone of Chaplin’s films.
S T R A T E G Y, U X D E S I G N
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SIX
CHAPTER MISFITS UNITED
107
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SIX
CHAPTER MISFITS UNITED
109
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SIX
CHAPTER MISFITS UNITED
111
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SIX
CHAPTER MISFITS UNITED
113
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SIX
CHAPTER MISFITS UNITED
115
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SIX
CHAPTER MISFITS UNITED
117
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SIX
CHAPTER MISFITS UNITED
119
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SIX
CHAPTER MISFITS UNITED
121
SELECTED WORKS 2017–2021
J JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y
MATTERS of FACT
PROJECT S ZER VE ON
C H A P T E R TA RB U LT EH O MFA TC TOENRTSE N T S
123
S SE EL LE EC CT TE ED DWW O OR RK K S S 22001 177–– 2 0 2 1
JULIA FERNANDEZ T H E D E S I G N A L LY
Truth Matters #education #fakenews #NoToMisinfo
PROJECT SEVEN
125
P R O J E C T T R U T H M AT T E R S
COURSE VISUAL SYSTEMS 1 INSTRUCTOR JOHN NET TLETON C AT E G O R Y U X D E S I G N , B R A N D S T R AT E G Y
OBJECTIVE
Create a solution to an existing broken system through visual, digital, and environmental design. APPROACH
Devise a misinformation campaign that educates and enables users to engage in fact-checking and eradicating misinformation. Create a hypothetical community-based solution to help educate users and eradicate fake news on the social media platform.
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
The Design
126
PROJECT SEVEN
P R O J E C T T R U T H M AT T E R S
127 01 02 03 04 05 06 07 08
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
The Design
128
PROJECT SEVEN
P R O J E C T T R U T H M AT T E R S
129 01 02 03 04 05 06 07 08
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y J
PROJECT SEVEN
P R O J E C T T R U T H M AT T E R S
131
LE 0 22 11 SS EE LE CC TT EE D DWW OO RR KK S S 22001 17 7– – 22 0
JULIA FERNANDEZ T H E D E S I G N A L LY
The Design
132
PROJECT SEVEN
P R O J E C T T R U T H M AT T E R S
133
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT SEVEN
P R O J E C T T R U T H M AT T E R S
135
S SE EL LE EC CT TE ED D W WO OR RK KS S 2 20 0 11 7 7– –2 20 02 2 11
JULIA FERNANDEZ T H E D E S I G N A L LY
The Design
136
PROJECT SEVEN
P R O J E C T T R U T H M AT T E R S
137
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
The Design
138
PROJECT SEVEN
P R O J E C T T R U T H M AT T E R S
139 01 02 03 04 05 06 07 08
P R O J E C T/ T R U T H M AT T E R S SELECTED WORKS 2017–2021
JU UL L II A A F FE ER RN NA AN ND DE EZ Z T TH HE E D DE ES S II G GN N A AL LL LY Y J
PROJECT SEVEN
P R O J E C T T R U T H M AT T E R S
141
LE 0 22 11 SS EE LE CC TT EE D DWW OO RR KK S S 22001 17 7– – 22 0
JULIA FERNANDEZ T H E D E S I G N A L LY
HONORING HEROES of OUR PAST
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
143 01
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
Hope for Peace #honor #education #connection
PROJECT EIGHT
145
CHAPTER HOPE FOR PEACE
COURSE S T R AT E G I E S F O R B R A N D I N G
INSTRUCTOR T H O M A S M C N U LT Y C AT E G O R Y E N V I R O N M E N TA L D E S I G N ,
OBJECTIVE
Create a brand identity that expresses the victory of World War II in 1945 as well as the Birth of the United Nations. In addition, design eight 90”x90” banners that articulate the highlights of San Francisco’s role in these historical events.
B R A N D I N G S T R AT E G Y APPROACH
Create a captivating visual system that is versatile enough to use alongside historical images from WWII and the United Nations signing. Design an emblem that can be used to commemorate this event.
SELECTED WORKS
2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
147
S SE EL LE EC CT TE ED DWW O OR RK K SS 2 0 1 7 – 2 0 2 1
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
149
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
151
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
153
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
155
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
157
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
159
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
160
PROJECT EIGHT
CHAPTER HOPE FOR PEACE
161
SELECTED WORKS 2017–2021
JULIA FERNANDEZ T H E D E S I G N A L LY
For the instructors that pushed me to reach my maximum potential, thank you. T H O M A S M C N U LT Y PHIL HAMLETT MARY SCOTT JOHN NETTLETON ARIEL GREY HUNTER WIMMER ANDREW CAMBOURIS DAV I D H A K E
163
For my support system that believed in me when I couldn’t believe in myself, thank you. YOU KNOW WHO YOU ARE
SELECTED WORKS 2017–2021
Colophon
C O N TA C T J U L I A F E R N A N D E Z . D E S I G N @ G M A I L .C O M @ADESIGNWOMAN ACADEMY OF ART UNIVERSIT Y SCHOOL OF GRAPHIC DESIGN PRINTING & BINDING BLURB BOOKS TEXT STOCK M O H AW K S U P E R F I N E EG G S H E L L 1 0 0 L B T E X T #1 0 0 TYPOGRAPHY F R E I G H T P R O D I S P L AY NEUE HAAS GROTESK TEXT COPYWRITER JULIA FERNANDEZ PHOTOGRAPHY JULIA FERNANDEZ MACKENZIE SMITH UNSPLASH