Page 1

DESIGN IN THE MAKING ...


INTRODUCTION I have always had an immense passion for art and the act of making. As a child, creating things from Legos opened up a whole universe of endless imagination. I was about 9 years old when I entered and won first place in a Lego competition. I remember sharing a statement of the thinking process and decision making behind my creative solution. The reasoning behind what I built differentiated me from other competitors. As a designer, I now realize that the decisions we make drive the story and purpose of brands. Through the building blocks of color, shape, form, and typography, we can craft powerful narratives that express the core of the brands we love.


4


CONTENTS BARRIO UNO 6 - 17

QUALCOMM 18 - 23

BLOEM 24 - 29

ZEPHYR 30 - 43

SAN AIRPORT 44-49

ENDURO 50 - 61

TROPICS 62 - 67

NOVELLO 68 - 81

5


01

6

ALFREDO PUENTE

BARRIO UNO


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 0 7 0 8

BARRIO UNO CATEGORY

OBJECTIVE

Packaging Branding

Barrio Uno, located in Barrio Logan, San Diego serves up community, culture and authentic Mexican craft beer. This brewery, known for capturing the vibe of drinking a Mexican lager is committed to pushing the boundaries of craft beer. Blazing stylistic turf their brews are characterized by a lighter, crisp and easy-drinking body, focused on toasty or bready, streamlined malt flavors depending on whether it is pale or amber. Barrio Uno exceeds expectations to a young demographic 21-35, engaging them in the ultimate craft beer experience.

INSTRUCTOR Min Choi

COURSE Intemediate Graphic Design

T YPEFACES American Captain Futura

SOLUTION Inspired by the vibrant colors of Chicano Park in Barrio Logan, I was motivated to deliver that vibrant spirit on the labels. Incorporating bold hues of orange, green, and blue I constructed patterns influenced by indigenous Mexican art to flavor the aesthetic of the brand. The names of beer varieties applied onto the labels pay tribute to local Chicano activists, leaders and founders who contributed to significant change within the community. Historic, grassroots, and ethnic the designs for this border brewery reflect the rich cultural tradition and motifs of collaborative strength and style.

7


ALFREDO PUENTE

BARRIO UNO

DESIGN BRIEF Barrio Logan has a long and fascinating history. Through the years it has remained known as the “barrio” and connected strongly to the fabric and history of the Chicano community of San Diego. As businesses started to emerge and grow, two young Chicano entrepreneurs who grew up in the community and were craft beer enthusiasts decided to create a brewery located in and dedicated to the Barrio that would reflect it’s origin and authenticity.

POSITIONING / MARKETING It is essential to deliver the authentic voice of the barrio and a local vibe into the brewery. Staying connected to the community is a key aspect of running a business in the Barrio. The goal of this craft brewery is to eventually distribute to states throughout the west coast but never lose focus on the Logan. One big way to differentiate the product is to help the local community by participating in fundraising for local organizations such as the Chicano Park Steering Committee.

DIFFERENTIATION To separate itself from the competition, Barrio Uno Brewing Company infuses it’s beer with local flavors such as chile, cactus and horchata. This product focuses on beer first with chile and other homegrown flavors shining through to round out secondary flavors.

COMPETITION Consistently recognized as the Craft Beer Capital of America, San Diego’s brewing scene has big names like Stone Brewing, Karl Strauss, Green Flash, and Ballast Point, as well as many newcomers. San Diego provides a diverse array of brewery styles, sizes, and vibes across the county (and even across the border). San Diego is home to more than 130 brewhouses, making it one of the most concentrated regions for craft brewing in the country.

DESIGN IMPLICATIONS Vibrant colors are pulled from murals and patterns from Chicano Park and the kiosko to give an authentic Barrio voice, vision and viewpoint.

LOCAL FL AVOR To connect with community, each bottle will feature famous figures from the history of La Logan and their stories. The tagline Cerveza si, Yonkes No! is a twist on the famous slogan used to keep junkyards from taking over the barrio and serves as a battle cry for local pride.

!

8

LOGO CONCEPTS


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 0 7 0 8

9


ALFREDO PUENTE

BARRIO UNO

LOGO

COLOR PALET TE C_00 M_72 Y_96 K_00 C_75 M_31 Y_29 K_01 C_40 M_10 Y_90 K_00

SUBMARKS

B

B

C_00 M_00 Y_00 K_100

PAT TERN

TYPOGRAPHY AMERICAN CAPTAIN ABCDEFGHIJKLM NOPQRSTUVWXYZ

Futura Condensed Medium ABCDEFGHIJKLM NOPQRSTUVWXYZ

TAGLINE

! 10

CERVEZA SI, YONKES NO !

ICONS


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 0 7 0 8

11


ALFREDO PUENTE

BARRIO UNO

T-Shirt / Uniform

12


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 0 7 0 8

Point of Purchase Display

13


ALFREDO PUENTE

14

BARRIO UNO


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 0 7 0 8

15


16


17


02

18

ALFREDO PUENTE

QUALCOMM


01 02 0 3 0 4 0 5 0 6 07 0 8

DESIGN IN THE MAKING

QUALCOMM CATEGORY

OBJECTIVE

Environmental Illustration

Qualcomm has revolutionized the way we communicate on a daily basis through their ground breaking technology. These scientists and engineers have succeeded in changing our world by the invention of the internet of things that continue to have a global impact. The graphic design team at San Diego City College was invited to Qualcomm’s s headquarters to propose an array of concepts for environmental graphics that would be displayed in the QRC science building. This target audience consisted of scientist’s and engineers with PHD’s and diverse cultural backgrounds.

INSTRUCTOR Candice Lopez Sean Bacon

COURSE Travel by Design

T YPEFACES Exosoft

CLIENT Qualcomm

SOLUTION An eclectic series of isometric illustrations, conceptual art, pixel art and found objects to amuse and engage the employees at Qualcomm’s QRC building. Each floor addresses a core component of Qualcomm culture—action, history, collaboration, process, altruism and the future. These concepts are expressed through typography, assemblage and humanistic illustration.

19


ALFREDO PUENTE

QUALCOMM

FLOOR CONCEPT

An electric series of isometric illustrations, conceptual art, pixel art and found objects to amuse and engage the employees at Qualcomm’s QRC building.

FLOOR DIVISION

Each floor addresses a core component of Qualcomm culture—action, history, collaboration, process, altruism and the future. These concepts are expressed through typography, assemblage and humanistic illustration.

COLOR PALET TE C_56 M_00 Y_99 K_00 C_29 M_41 Y_75 K_05 C_79 M_29 Y_36 K_02

MATERIALS

Vinyl applications Plywood Plexiglas Post-it notes

Found objects Edison light bulbs Paint

C_12 M_87 Y_63 K_O1 C_10 M_65 Y_46 K_00

ILLUSTRATIONS

Mayra Alejandra

TYPOGRAPHY EXO SOFT - Semibold ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

DESIGNERS

Mayra Alejandra Alysa Strong Brenda Brie Witko Alfredo Puente

Brenda

20


01 0 2 0 3 0 4 0 5 0 6 07 0 8

DESIGN IN THE MAKING

Alysa Strong

Brie Witko

21


ALFREDO PUENTE

QUALCOMM

Illustration

Illustration Detail

22


01 0 2 0 3 0 4 0 5 0 6 07 0 8

DESIGN IN THE MAKING

Alfredo Puente

23


03

24

ALFREDO PUENTE

BLOEM


01 0 2 0 3 0 4 0 5 0 6 07 0 8

DESIGN IN THE MAKING

BLOEM CATEGORY

OBJECTIVE

Packaging

Bloem is a new chic floral shop located in La Jolla, California that is committed to offering the uniquely crafted floral arrangements and gifts. Targeting an upper middle class demographic 20-35, with a deep-rooted passion for flowers who like gifting to friends and loved ones. Along with dedication to service, Bloem is an environmentally conscious brand. Earth friendly packaging arrangements involve the use of kraft paper and other recyclable materials.

INSTRUCTOR Min Choi

COURSE Intermediate Graphic Design

T YPEFACES Sweet Sans Pro Lato

SOLUTION Bloem makes an impact with product packaging through a subtle color palette and botanical brand aesthetic that evokes an emotional connection. The logo is a combination mark that is easily extended and applied in multiple ways. The brands eco conscious design approach leads them to customize flowers and gifts in a variety of distinctive ways. Establishing a genuine connection Bloem strives to grow a more sustainable, beautiful world and customer loyalty.

25


ALFREDO PUENTE

Delivery Truck

26

BLOEM


01 0 2 0 3 0 4 0 5 0 6 07 0 8

DESIGN IN THE MAKING

Signage

Process

27


28


29


04

30

ALFREDO PUENTE

ZEPHYR


01 0 2 0 3 0 4 0 5 0 6 07 0 8

DESIGN IN THE MAKING

ZEPHYR CATEGORY Type Design Branding

INSTRUCTOR Sean Bacon

COURSE Typography II

T YPEFACES Heebo

OBJECTIVE Zephyr is a unique surfing company that succeeds in fusing design and quality in surf apparel, boards, and accessories. The brand targets a young male demographic ages 17-25, that live and breathe passion for surf culture. Through their website, Zephyr gives consumers the opportunity to style a custom wetsuit at an affordable price through the use of computer-aided technology. The new collection of wetsuits Z-Series, enables the target audience to personalize products adding comfort and tailor-made style.

SOLUTION To communicate an active and youthful brand aesthetic, I created a custom typeface. This distinctive font echoed the unique processes that enable Zephyr to make one of-a kind products that are the essence of the brand. A combination of azure blue hues and shades of gray deliver a neutral, serene, vibe that speaks to the ocean. The typeface was applied to the logo and throughout the packaging giving branded applications a sporty, adrenaline feel speaking to surf culture.

31


ALFREDO PUENTE

ZEPHYR

POSITIONING POSITIONING STRATEGY Effective brands are built on clear understanding of the market, consumers, trends and competition. A new, San Diego based surf brand needs to be carefully positioned to differentiate itself from the plethora of popular surf brands in the industry. I began the process of positioning strategy by developing a brand matrix that compared price to brand style. This positioning strategy will drive planning, marketing and sales. I positioned this brand to appeal to young surfers looking for a more affordable, custom wetsuit. The brand uses the latest computer-aided design production techniques to reduce the cost of made to order wetsuits without sacrificing quality.

TARGET MARKET The surf market is constantly changing rapidly with all sorts of new trends and styles. The brand is crafted to appeal to accomplished 17-25 year old male surfers who want a customized wetsuit at an affordable cost.

CUSTOMIZED CHARACTER A measurement guide walks customers through 12 essential measurements for the customized suit. This process is explained by instructional videos that ensure accurate numbers and cut down on potential measurement error. When consumers submit their data, software compiles those proportions to develop the pattern. This algorithm speeds up the production process, and helps to keep costs down. Through past and current analysis, the brand continues to comprise the smallest details to deliver the utmost experience at a more affordable price.

COMPUTER AIDED DESIGN Consumers can order their customized suit online and have it constructed at an affordable price by using CAD [Computer aided technology].

IMPROVING FIT AND FUNCTION Surfers come in all shapes and sizes, but wetsuits don’t. The fit of a wetsuit requires precision because if it is too big the surfer will be chilly, as water cycles in and out. Too small and you might split a seam or influence range of motion.

QUALIT Y AND AFFORDABILIT Y Providing affordable quality wetsuits at a time of financial constraint for most 17-25 year old males seeking to establish their lives and careers.

32

COMPETING BRANDS Rip Curl Patagonia Oneill Matuse Quicksilver Billabong

COMPETITIVE BRAND MATRIX


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

33


ALFREDO PUENTE

ZEPHYR

LOGO

SUBMARKS

COLOR PALET TE C_67 M_00 Y_12 K_00 C_29 M_41 Y_75 K_05 C_00 M_00 Y_00 K_20 C_48 M_39 Y_38 K_03

REVERSED LOGOS

TYPOGRAPHY OPEN SANS ABCDEFGHIJKLM NOPQRSTUVWXYZ

PORTER BOLD ABCDEFGHI JKLM NOPQRSTUV WX YZ

CUSTOM TYPE KEY ADJECTIVES

Young Active Adrenaline

34

Risky Adventure Fun


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

35


36


37


ALFREDO PUENTE

38

ZEPHYR


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

39


ALFREDO PUENTE

40

ZEPHYR


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

41


42


43


05

44

ALFREDO PUENTE

SAN DIEGO AIRPORT


DESIGN IN THE MAKING

01 0 2 0 3 0 4 05 0 6 07 0 8

SAN DIEGO AIRPORT CATEGORY Environmental

INSTRUCTOR Candice Lopez Sean Bacon

COURSE Process & Production

CLIENT San Diego Airport

PROPOSAL Monument Way Finding

OBJECTIVE The San Diego Airport has served as the front door to the San Diego region for the past 90 years. Through the years it has grown into a major international airport that serves 22 million passengers a year and has established itself as a major economic engine a portal for prosperity that enhances our quality of life. The SAN Arts Program launched an ambitious initiative aimed at engaging artists and designers in responding to real world design challenges faced in the airport environment. The collaboration between City Studio and San Diego International Airport gave intermediate level design students the chance to tackle institutional projects.

SOLUTION The concept was inspired by the original airport logo which was a driven factor to not only design but execute a monument that would impact a traveler’s overall traveling experience. The solution to this creative approach was to create a monument that could be visible from a distance in which welcomes travelers as they arrive and depart from the airport. This monumental sculpture continues to deliver a welcoming experience at night, with its illuminating inner shape of the airplane that comes to life at night. The airport code “SAN” is emphasized and displayed as a separate wayfinding addition that takes on an important component of the airport identity.

45


ALFREDO PUENTE

SAN DIEGO AIRPORT

SKETCH

STEEL

16’ IN

14’ IN

12’ FT

6’ FT

5’ FT

5’ FT

ALUMINUM

1’ FT

1’ FT

1’ FT

PLEXIGLASS 46

1’ FT


DESIGN IN THE MAKING

01 0 2 0 3 0 4 05 0 6 07 0 8

7’5 FT

14’5 FT

7’5 FT 9’ FT

12.5’ FT

6’ FT

16’ FT

14’ FT

14’ FT

6’ FT

13’ FT

13’ FT

3.5’ FT

15’ FT 47


ALFREDO PUENTE

Monument Location

48

SAN DIEGO AIRPORT


DESIGN IN THE MAKING

01 0 2 0 3 0 4 05 0 6 07 0 8

Exhibition Case / SAN

49


06

50

ALFREDO PUENTE

ENDURO


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

ENDURO CATEGORY

OBJECTIVE

Editorial

Enduro is a publication that focuses on motocross and provides readers with a variety of offers via monthly subscription. This magazine informs a primarily young adult male audience ages 23-33, interested to gear into the world of the motocross sport lifestyle. Enduro will include monthly sweepstakes entries for motocross related swag and meet and greet opportunities with professional riders and workshops for beginning, intermediate, and professional riders.

INSTRUCTOR Sean Bacon

COURSE Page Layout

T YPEFACES Seravek

SOLUTION Enduro’s design aesthetic differentiates from competitors with minimal, bold, attention grabbing layout design and typography. The magazine masthead was created by modifying the regular weight, geometric revolution san serif . The resulting identity delivers high velocity action. After creating a few letters for the masthead, I created a custom alphabet. This hand done font was applied throughout the design layout on editorial headlines. The type family Seravek was utilized for body copy for it’s easy legibility and cohesive minimal look.

51


ALFREDO PUENTE

ENDURO

DIFFERENTIATION With a plethora of motocross publications on the crowded magazine rack, potential subscribers are overwhelmed with the amount of choices they have. Enduro required a concept and design that could set it apart from the competition.

KEY DIFFERENCES Subscribers have the opportunity to win tickets through sweepstakes to motocross races and meet and greet professional riders. Enduro magazine offers and sponsors private group coaching camps are offered for beginning to professional riders. A pull out section of motorcycle mechanic and expert tips to keep bike maintainence and performance at a premium.

52

COMPETING BRANDS Transworld Motocross Dirt Action MXGP Motocross Action Racer Dirt Bike Racing


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

53


ALFREDO PUENTE

ENDURO

LOGO

o

End

EE

ALTERNATIVE LOGOS

COLOR PALET TE C_04 M_13 Y_97 K_00 C_17 M_12 Y_12 K_00 C_52 M_43 Y_41 K_06 C_00 M_00 Y_00 K_100

EDITORIAL COLORS

TYPOGRAPHY

FREE STYLE BACK FLIP MOTOCROSS RIDING DIRT Y CHAMPION FINISH LINE

SERAVEK

KEY ADJECTIVES

DESIGN ELEMENTS

new minimal clean outdoor

54

action professional adrenaline freestyle

ABCDEFGHIJKLM NOPQRSTUVWXYZ MODIFIED TYPE

///


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

55


ALFREDO PUENTE

56

ENDURO


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

57


ALFREDO PUENTE

58

ENDURO


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

59


60


61


07

62

ALFREDO PUENTE

TROPICS


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 0 7 0 8

TROPICS CATEGORY Branding Packaging

INSTRUCTOR Sean Bacon

COURSE Page Layout

T YPEFACES Gotham Hastoler

OBJECTIVE This small but mighty health driven fruit eatery located in sunny Encinitas, Ca. is the ideal local way to start the day. Embracing healthy living and a sustainable lifestyle for active men and woman ages 21-35 they serve up the finest produce packed with essential vitamins and nutrients. The visual messaging should pay tribute to the restaurant location that overlooks the magnificent Pacific Ocean. Product packaging required a versatile, durable solution that demonstrates concern for the environment.

SOLUTION Different types of leafs were implemented as textures and patterns into the overall branding to convey a tropical vibe. Earthy yet primitive colors of teal with white sets the tone for a fresh, breezy, early morning stroll on the beach. Tropics is a small, local, family owned business that practices and values consumer satisfaction while respecting the environment. Recycable paper bag packaging was the right solution as it is environmentally friendly and keeps food fresh when on the go.

63


ALFREDO PUENTE

Menu

64

TROPICS


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 0 7 0 8

Apron

Storefront

65


66


67


08

68

ALFREDO PUENTE

NOVELLO


01 0 2 0 3 0 4 0 5 0 6 07 0 8

DESIGN IN THE MAKING

NOVELLO CATEGORY Branding Packaging

INSTRUCTOR Min Choi

COURSE Intermediate Graphic Design

T YPEFACES Porter Open Sans

OBJECTIVE Novello is a high-end Italian shaving brand committed to producing the highest standards of natural skin care products. The brand targets 40-55 year old upper income men who demand quality ingredients and results. Natural botanical extracts of the highest grade and their wood scented line of shaving products maximize effectiveness and ensure product purity. Direct from Italy Novello’s essential ingredients protect and lubricate, delivering a world-class shave.

SOLUTION This shaving brand is driven by a minimalistic packaging style but still remains refined, luxurious and bold. Black and a soft stone colors are balanced by an organic and masculine aesthetic. With modern consumer demand in mind, the sustainable amber glass bottles blend sophistication with classic charm. The glass is recyclable and gives better UV protection to the product extending the shelf life of Novello’s quality ingredients.

69


ALFREDO PUENTE

NOVELLO

NAMING This line of luxury Italian shaving and grooming products was crafted for the modern man 40-55. It was crucial for the name to stand out from and take a creative, strategic approach that works along with the brand story. The name needed to communicate the product’s Italian origins and quality. The client felt it should be minimal but strong to appeal to the demographic and attract new customers.

COMPONENTS OF A GOOD BRAND NAME MEANINGFUL

COMPETING BRANDS

Communicating the product’s qualities and emphasizing that it is new, original, fresh as core concepts at the foundation of the brand.

The Art Of Shaving

Hunter

Nivea Men

Tom Ford

Harry’s

Beau Brummell

Mountaineer Brand

Gentleman Jon

Baxter of California

Clinique For Men

DISTINCTIVE Unique and easy to remember and pronounce even if presented in a foreign language, Italian.

FUTURE ORIENTED Communicate the essence of these grooming products.

MODULAR If expansion is considered for future products such as body care, hair products, and even make up the name concept will work.

PROTECTABLE Domain is available and name is free to be owned and trademarked.

POSITIVE The chosen name needs to have positive connotations.

VISUAL Works well as a logo, in text and potentially brand architecture [hierarchy of brands within a single company].

70

QUALITIES


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

71


ALFREDO PUENTE

NOVELLO

LOGO

NOVELLO

ALTERNATIVE LOGOS

COLOR PALET TE C_18 M_19 Y_25 K_00 C_29 M_41 Y_75 K_05 C_00 M_00 Y_00 K_100

PAT TERN

NOVELLO

TYPOGRAPHY OPEN SANS ABCDEFGHIJKLM NOPQRSTUVWXYZ

PORTER BOLD ABCDEFGHI JKLM NOPQRSTUV WX YZ

LANGUAGES

KEY ADJECTIVES

luxury exclusive modern

72

fresh bold confident

english italiano


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

73


ALFREDO PUENTE

Post Shave

74

NOVELLO


01 0 2 0 3 0 4 0 5 0 6 07 0 8

DESIGN IN THE MAKING

Signage

75


ALFREDO PUENTE

76

NOVELLO


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

77


ALFREDO PUENTE

78

NOVELLO


DESIGN IN THE MAKING

01 0 2 0 3 0 4 0 5 0 6 07 0 8

79


80


81


TO

E

VV

WIN

VIN

I

RECORDS

RY

ZONE ENERGY

STUFFED

RECORDING SUDIO

C O N S E R VAT O T Y N O N - P R O F I T

CAMPING EQUIPMENT

TEMECUL A WINE BR AND

S O L A R PA N E L C O M PA N Y

E N V I R O N M E N TA L D I S C O V E R Y C E N T E R

V EG A N CU P C A K E SH O P

ARCHITECTURE MAGA ZINE


TO

RY

ZONE ENERGY

STUFFED

E

VV

WIN

VIN

I

RECORDS


THANK YOU T YPEFACES Trade Gothic Baskerville

PHOTOGRAPHY Bradford Prairie

PRINTING Pixma Pro 100

PAPER Red River 60lb Polar Matte

To my parents and siblings for being my biggest support system in everything I do, this could of have not been accomplished without you guys. To my mentors Candice, Sean, Min, Bradford, and Eugene, I will forever be grateful ! I learned so much and from the best. Your guidance, support and dedication to this program is phenomenal. This journey was one for the books. To my peers, for the laughs, critiques, and help through it all. WE survived portfolio !

No portion of this book may be used or produced without written permission from the author. Contact alfredo0208@gmail.com All stock - internet imagery, shown is for inspiration only. Alfredo Puente 2018. ALL RIGHTS RESERVED.

DESIGN IN THE MAKING ...  
DESIGN IN THE MAKING ...  
Advertisement