Querencia-The Selected works of Andrea Elisa Ulloa

Querencia

Querencia _andrea

e l i s a u l l oa

querencia

_copyright ŠANDREA ELISA ULLOA 2016 All rights reserved. No part of this publication can be reproduced or transmitted in any form or by any means, electronic or mechanical without prior permission from Andrea Elisa Ulloa.

Written and produced by Andrea Elisa Ulloa andreaelisau@gmail.com andreaelisau.com

from where i draw strength

the selected works of andrea elisa ulloa

Dedication _my

pa r e n t s

Thank you for fostering my creative soul, thank you for your endless and unconditional support, thank you for following me on this adventu re; it is because of you that I am who I am today. Your love, support and efforts are my querencia; you are both the place from where I draw strength.

_ to

m y l i t t l e b ro t h e r

You are the kindest soul I know. Thank you for your unconditional love and support, thank you for staying close when so many others turned around. It is because of you I have the honor of being called your big sister.

querencia

Table of Contents

from where i draw strength

the selected works of andrea elisa ulloa

Project 00 _ f o r e wo r d Pages 10-11

Project 01

Project 07

_come

to t h e ta b l e

Pages 12-27

Project 08

_ b e yo n d

h u m a n c a pa c i t y

_ f o u rt y

n i n e s q ua r e d

Pages 120-137

Pages 28-49

Project 09

Project 03 _between

t h e oa k s

Pages 50-65

_the

cure

Pages 138-157

Project 10

Project 04 well spent

Pages 66-79

Project 05

_big

i m pa c t

Pages 158-169

Project 11

_ h e a lt h

aid

Pages 80-89

_makeshift Pages 170-249

Project 12

Project 06 _the

jewel

Pages 110-119

Project 02

_time

_ c ro w n

a z t e c wa r r i o r

Pages 90-109

_identity Pages 252-259

querencia

from where i draw strength

the selected works of andrea elisa ulloa

t i t l e _ f o r e wo r d

00 Foreword _my

c r e at i v e e n d e avo r

Querencia is a word of Spanish origin, fondness, favorite spot, querencia, from querer to want, like, love, desire (from Latin quaerere to seek, gain, obtain, ask) and -encia -ence (from the Latin -entia). It means a place from which one’s strength is drawn, where one feels at home; the place where you are your most authentic self.

It is safe to say design is my querencia. It is where I feel my most authentic self; the place I’m not shy about showing who I am. I want to share with you not only my work but my insight, my inspiration. A fusion of these things will show you from where I draw my strength; I hope you enjoy the ride.

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querencia

Eat, pray, live.

from where i draw strength

the selected works of andrea elisa ulloa

t i t l e _ c o m e to t h e ta b l e

_13

01 Come to the table _objective The objective of this project was to rebrand a retail store thus, applying the new brand to applications that pertain to the brand and store interiors and exteriors.

_ a p p roa c h My approach was to take the existing equity from the current brand and transform the brand to be more widely recognizable, and more friendly to the clients who are not profess ional cooks, but budding home chefs.

_course

_ c at e g o ry

Identity design 2

Print making_Identity

_ i n s t ru c to r

_ k e y wo r d s

Thomas McNulty

Clean_Vintage_Friendly

_term

_ ta rg e t

Spring 2015

Professional chefs_Home chefs

_color

au d i e n c e

pa l e t t e

_deliverables

p ro j e c t n o _/_

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querencia

the selected works of andrea elisa ulloa

The eyes are the window to the soul.

from where i draw strength

t i t l e _ b e yo n d h u m a n c a pa c i t y

_29

02 Beyond Human Capacity _objective The objective is to design a futuristic 3-day conference along with a companion book, poster, and iPhone badge that allows people into the conference.

_ a p p roa c h My approach was to design a 3-day conference abou t Ocumetrics designed around the interface of the contact le nses through which this study is conducted. Ocumetrics is a study done by the University of Washington that uses contact lenses to improve or correct the sight of a person who has a visual impairment. Besides aiding the visually impaired it also aids in commercial use. The design of my book, conference and poster is all done in the style of a user interface. Ocumetrics would change the way people see and would take human power to another level.

_course

_ c at e g o ry

Typography 4

Print making_User experience

_ i n s t ru c to r

_ k e y wo r d s

Ariel Grey

Modern_Futuristic_Interface

_term

_ ta rg e t

Fall 2015

Optometrist_Visually impaired

_color

au d i e n c e

pa l e t t e

_deliverables

p ro j e c t n o _/_

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from where i draw strength

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from where i draw strength

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from where i draw strength

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from where i draw strength

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from where i draw strength

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from where i draw strength

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from where i draw strength

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the selected works of andrea elisa ulloa

With every bottle comes a new adventure.

from where i draw strength

t i t l e _ b e t w e e n t h e oa k s

_51

03 Between the Oaks _objective The objective for this project was to elevate the once drab Silver Oak wine ry label. When Justin Meyers and Ray Duncan met they shared one thing in common: love for wine. While Ray had the cash to invest with no viticultural knowledge, Justin had the missing ingredient. Thus with knowledge and a handshake their endeavor began. Since 1972 Silver Oak has dedicated their winery to making the best possible Cabernet Sauvignon in the region.

_ a p p roa c h My approach was to take Silver Oak’s traditional roots and modern approach to viticulture and make their label live up to their reputation.

Previously drab and lifeless, I revamped their label by bringing in a marriage of the things Ray and Justin cared about most: family, wine, elegance, innovation and t radition.

_course

_ c at e g o ry

Packaging 3

Spirit Packaging

_ i n s t ru c to r

_ k e y wo r d s

Thomas McNulty

Botanical_Elegant_Luxurious

_term

_ ta rg e t

Summer 2015

Wine connoisseurs_Age 30-60

_color

au d i e n c e

pa l e t t e

_deliverables

p ro j e c t n o _/_

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querencia

the selected works of andrea elisa ulloa

THIS IS A SEAMLESS WINE THAT EXPRESSES BRIGHT , FRESH FRUIT CHARACTERS

FROM AN UNUSUALLY COOL CALIFORNIA VINTAGE . IT HAS A VIBRANT , RUBY COLOR AND A COMPLEX NOSE OF BOYSENBERRIES , BLUEBERRIES , SAGE , LICORICE AND

ROASTED CHICORY . IT HAS A LUSCIOUS MOUTHFEEL WITH NOTES OF FRESH FRUIT

AND CARNATION FLOWERS ON THE PALATE . IT HAS FINE - GRAINED TANNINS AND A VELVETY TEXTURE THAT LEADS TO A LONG , FRUIT - FILLED FINISH .

CONTAINS SULFITES

750

ML

CELLARED AND BOTTLES BY SILVER OAKS CELLARS , OAKVILLE CALIFORNIA

E

ST

. 1972

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT

DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

S I LV E R O A K . C O M

OUR CHARDONNAY IS CRISP AND DELICIOUS NOTES OF VANILLA , APPLE , AND TROPICAL FRUITS MAKING IT ONE OF LIFE ’ S GREAT PLEASURES .

WHILE MANY WHITE WINES LOSE THEIR FLAVOR AFTER TWO YEARS IN THE BOTTLE , OUR CHARDONNAY CAN KEEP IMPROVING FOR FIVE TO

EIGHT YEARS . WE CAREFULLY AGE IT IN OAK BARRELS AND OVER TIME , THE OAK IMPARTS TOASTY , BUTTERY FLAVORS TO THE WINE .

CONTAINS SULFITES

750

ML

CELLARED AND BOTTLES BY SILVER OAKS CELLARS , OAKVILLE CALIFORNIA

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD

NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

THIS IS A SEAMLESS WINE THAT EXPRESSES BRIGHT , FRESH FRUIT CHARACTERS FROM AN

UNUSUALLY COOL CALIFORNIA VINTAGE . IT HAS A VIBRANT , RUBY COLOR AND A COMPLEX

NOSE OF BOYSENBERRIES , BLUEBERRIES , SAGE , LICORICE AND ROASTED CHICORY . IT HAS A

LUSCIOUS MOUTHFEEL WITH NOTES OF FRESH FRUIT AND CARNATION FLOWERS ON THE PALATE . IT HAS FINE - GRAINED TANNINS AND A VELVETY TEXTURE THAT LEADS TO A LONG , FRUIT - FILLED FINISH .

CONTAINS SULFITES

750

ML

CELLARED AND BOTTLES BY SILVER OAKS CELLARS , OAKVILLE CALIFORNIA

from where i draw strength

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL,

WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

CABERNET SAUVIGNON

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t i t l e _ b e t w e e n t h e oa k s

TAT E ES

RESE RV E

TAT E ES

THIS IS A SEAMLESS WINE THAT EXPRESSES

RESE RV E

THIS IS A SEAMLESS WINE THAT EXPRESSES

BRIGHT, FRESH FRUIT CHARACTERS FROM A COOL

BRIGHT, FRESH FRUIT CHARACTERS FROM A COOL

CALIFORNIA VINTAGE. IT HAS FINE-GRAINED TANNINS AND

CALIFORNIA VINTAGE. IT HAS FINE-GRAINED TANNINS AND

A VELVETY TEXTURE THAT LEADS TO A LONG,

A VELVETY TEXTURE THAT LEADS TO A LONG,

FRUIT-FILLED FINISH.

FRUIT-FILLED FINISH.

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL,

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL,

WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY

WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY

BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC

BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC

BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

C A L I F O R N I A

BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE

E

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. 1972

C A L I F O R N I A

MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

S I LV E R O A K

LI

ET

FRESH FRUIT CHARACTERS FROM AN UNUSUALLY

AND TROPICAL FRUITS MAKING IT ONE OF LIFE ’ S GREAT PLEASURES .

COOL CALIFORNIA VINTAGE. IT HAS A VIBRANT,

WHILE MANY WHITE WINES LOSE THEIR FLAVOR AFTER TWO YEARS IN

RUBY COLOR AND A COMPLEX NOSE OF

THE BOTTLE , OUR CHARDONNAY CAN KEEP IMPROVING FOR FIVE TO

BOYSENBERRIES, BLUEBERRIES, SAGE,

EIGHT YEARS . WE CAREFULLY AGE IT IN OAK BARRELS AND OVER TIME ,

LICORICE AND ROASTED CHICORY. IT HAS A

THE OAK IMPARTS TOASTY , BUTTERY FLAVORS TO THE WINE .

750

IS A CABERN

C O M

THIS IS A SEAMLESS WINE THAT EXPRESSES BRIGHT,

OUR CHARDONNAY IS CRISP AND DELICIOUS NOTES OF VANILLA , APPLE ,

CONTAINS SULFITES

FE

.

LUSCIOUS MOUTHFEEL WITH NOTES OF FRESH FRUIT AND

ML

CARNATION FLOWERS ON THE PALATE.

CELLARED AND BOTTLES BY SILVER OAKS CELLARS , OAKVILLE CALIFORNIA

IT HAS FINE-GRAINED TANNINS AND A VELVETY

TEXTURE THAT LEADS TO A LONG, FRUIT-FILLED FINISH.

GOVERNMENT WARNING:

(1)

ACCORDING TO THE SURGEON GENERAL,

GOVERNMENT WARNING : ( 1 ) A C C O R D I N G T O T H E S U R G E O N G E N E R A L , WOME N SHOUL D NOT DRI N K AL COH OL I C

BEVER AG ES DU RING PR EGN ANCY BE CAU SE OF THE RI SK OF BI RTH DE FE C TS . (2 ) CONSUMP TI ON OF AL COH OL I C

WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS.

(2)

CONSUMPTION OF ALCOHOLIC

BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY,

C H A R D O N N AY

S I LV E R O A K

BEVER AG ES IM PAI RS YO UR AB ILI TY TO DR I VE A CA R OR OP ERATE MA CHI NE RY , AN D MAY CA USE HE ALT H P ROBL E MS .

CONTAINS SULFITES

AND MAY CAUSE HEALTH PROBLEMS.

LI

FE

IS A CABERN

750

.

C O M

ML

ET

THIS IS A SEAMLESS WINE THAT EXPRESSES THIS IS A SEAMLESS WINE THAT EXPRESSES BRIGHT,

BRIGHT , FRESH FRUIT CHARACTERS FROM AN

UNUSUALLY COOL CALIFORNIA VINTAGE . IT HAS

FRESH FRUIT CHARACTERS FROM AN UNUSUALLY COOL CALIFORNIA VINTAGE. IT HAS A VIBRANT,

A VIBRANT , RUBY COLOR AND A COMPLEX

RUBY COLOR AND A COMPLEX NOSE OF

NOSE OF BOYSENBERRIES , BLUEBERRIES , SAGE ,

BOYSENBERRIES, BLUEBERRIES, SAGE,

LICORICE AND ROASTED CHICORY . IT HAS A

LICORICE AND ROASTED CHICORY. IT HAS A

LUSCIOUS MOUTHFEEL WITH NOTES OF FRESH

LUSCIOUS MOUTHFEEL WITH NOTES OF FRESH FRUIT AND CARNATION FLOWERS ON THE PALATE.

FRUIT AND CARNATION FLOWERS ON THE

IT HAS FINE-GRAINED TANNINS AND A VELVETY

PALATE . IT HAS FINE - GRAINED TANNINS AND A

TEXTURE THAT LEADS TO A LONG, FRUIT-FILLED FINISH.

VELVETY TEXTURE THAT LEADS TO A LONG , FRUIT - FILLED FINISH .

CONTAINS SULFITES

750

CONTAINS SULFITES

ML

(1)

ACCORDING TO THE SURGEON

GOVERNMENT WARNING : ( 1 ) A C C O R D I N G T O T H E S U R G E O N G E N E R A L , WO MEN SH O U LD N O T D R IN K

GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS.

(2)

CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

ML

OAKVILLE CALIFORNIA

OAKVILLE CALIFORNIA

GOVERNMENT WARNING:

750

CELLARED AND BOTTLES BY SILVER OAKS CELLARS ,

CELLARED AND BOTTLES BY SILVER OAKS CELLARS ,

A L C O H O L I C B E V E R A G ES D U R IN G PR EG N AN CY B ECAU SE O F T H E R ISK O F B IRT H D EF ECT S . ( 2) CO N SU MPT IO N

CABERNET SAUVIGNON

O F A L C O H O L I C B E V ER AG ES IMPAIR S YO U R AB ILIT Y T O D R IVE A CAR O R O PER AT E MACH IN ERY , AN D MAY C A U S E H E A LT H P R O B LEMS .

S I LV E R O A K

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CABERNET SAUVIGNON

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C O M

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CABERNET SAUVIGN

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Time spent playing with children is never wasted.

from where i draw strength

title_time well spent

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04 Time Well Spent _objective The objective was to design and create a clock for a company.

_ a p p roa c h My approach was to design a clock for the children’s toy company Tegu. Tegu is a toy company based in Honduras and the United States, and sells magnetic wooden toy blocks. The company was founded in 2006 by Chris Haughey and Will Haughey. The company aims to help Honduras through positive employment opportunities, tree-planting efforts, and by funding days of school. The companies social responsibility along with their principle to foster creativity in children makes for a great company to design for. The clock I designed is made from wood and dyed with food coloring that is safe and non-toxic for children. Likewise, their magnetic parts make the clock customizable as a toy, room decoration and learning aid for children. Inside the packaging that features Ozzy’s fun environment, is the parent/child booklet that explains to parents how to teach their children to tell time, as well as Ozzy’s fun and family friendly story.

_course

_ c at e g o ry

Packaging Design 3

Packaging_Print making

_ i n s t ru c to r

_ k e y wo r d s

Thomas McNulty

Fun_Interactive_Multi-purpose_Creative

_term

_ ta rg e t

Summer 2015

Children who are learning to tell time_

au d i e n c e

Pare nts who want to teach their children to tell time

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pa l e t t e

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A healthy outside, healthy inside.

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05 Health Aid

_objective The objective was to create an app that simplifies the lives of busy people living in today’s busy world.

_ a p p roa c h My approach was to create an iPhone application that is easy to use, friendly and convenient to carry with you that holds you r insurance information/cards, doctor appointments, order prescription updates, lab results and a quick one touch co-pay system. Medmo does all of this and allows one person (such as a mother) to manage the application for many (her family).

_course

_ c at e g o ry

Graphic Design 3

User Experience

_ i n s t ru c to r

_ k e y wo r d s

Anne Kitzmiller

Medical_Convenient_Modern

_term

_ ta rg e t

Fall 2014

Mothers in charge of their families_ Forgetful

au d i e n c e

people_People in charge of a loved one who needs a lot of medical attention.

_color

pa l e t t e

_deliverables

p ro j e c t n o _/_

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We travel not to escape life, but for life not to escape us.

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06 The Aztec Warrior _objective The objective was to rebrand a current airline and to design a brand identity style guide along with applications for use of the identity system throughout.

_ a p p roa c h My approach was to take the current Aeromexico history and build upon it to make a brand that can carry the company into its new stages of international travel.

_course

_ c at e g o ry

Identity design 2

Print making_Identity

_ i n s t ru c to r

_ k e y wo r d s

Thomas McNulty

Cultural_Colorful_Strong

_term

_ ta rg e t

Spring 2015

Travele rs_Users of Aeromexico.

_color

au d i e n c e

pa l e t t e

_deliverables

p ro j e c t n o _/_

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07 Crown Jewel _objective The objective is two phased; evolutionary and revolutionary. Bombay Sapphire Bombay is a brand of gin owned by Bacardi. Its name originates from gin’s popularity in India during the British Raj and the sapphire in question is the Star of Bombay. Bombay Sapphire is marketed in a flat-sided, sapphire-colored bottle that bears a picture of Queen Victoria on the label.

_ a p p roa c h The approach was to keep the current brand equity. Equity placed in the bottle color, the use of the Queen Victoria on the label, and the typeface of the Bombay Sapphire Brand. Therefore, I freshened the label with a blue/blush color and modernized the emblem that holds the Queen. The revolutionary move was pushed further. I changed the bottle shape to a modern round bottle with a taller neck and frosted the bottle. The cigar band accent and ribbon give the spirit a more premium feel. The move was intended to enrich the current brand and elevate Bombay Sapphire.

_course

_ c at e g o ry

Packaging 4

Spirit Packaging

_ i n s t ru c to r

_ k e y wo r d s

Thomas McNulty

Fresh_Revolutionary_Modern_Elegant

_term

_ ta rg e t

Fall 2015

Gin drinkers ages 28-60

_color

au d i e n c e

pa l e t t e

_deliverables

p ro j e c t n o _/_

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D I S T I L L E D

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VAPOUR DISTILLED FRO E

VAPOUR INFUSED

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INFUSED WITH EXOTIC BOTANICALS

L O NDO N , E NGL A ND

BOTANICALS

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INFUSED WITH EXOTIC BOTANICALS

INFUSED WITH EXOTIC BOTANICALS

INFUSED WITH EXOTIC BOTANICALS

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The tantalising, smooth and complex taste that you experience when ou sip Bombay Sapphore gin, is described as fresh citrus and juniper flavors combined with an elegant light spicy finish.

The tantalising, smooth and complex taste that you experience when ou sip Bombay Sapphore gin, is described as fresh citrus and juniper flavors combined with an elegant light spicy finish.

LONDON

DRY GIN

The tantalising, smooth and complex taste that you experience when ou sip Bombay Sapphore gin, is described as fresh citrus and juniper flavors combined with an elegant light spicy finish.

Based on our secret 1761 recipe, the ten exotic botanicals are hand-selected to ensure their superior quality, then their natural flavors are captured through a delicate distillation process called Vapour Infusion.

Based on our secret 1761 recipe, the ten exotic botanicals are hand-selected to ensure their superior quality, then their natural flavors are captured through a delicate distillation process called Vapour Infusion.

All this care and expertise combines, to give to Bombay Sapphire its distinctive taste, which perfectly complemwnts the zesty lemon in the refreshing Bombay Sapphire Collins.

All this care and expertise combines, to give to Bombay Sapphire its distinctive taste, which perfectly complemwnts the zesty lemon in the refreshing Bombay Sapphire Collins.

Distilled LONDON

DRY GIN

GOVERNMENT WARNING : (1) ACCORDING TO THE SURGEON GENERAL , WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR

GENERAL , WOMEN SHOULD NOT DRINK ALCOHOLIC

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A .,

OPERATE MACHINERY , AND MAY CAUSE HEALTH PROBLEMS .

Y

IRI

O

LONDON N OY R

O

Y

IRI

O

LONDON N OY R

N

Y

ON I IL Y

GENERAL , WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF

Distilled

BIRTH DEFECTS . (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY , AND MAY CAUSE HEALTH PROBLEMS .

LONDON

CONSUMER INFORMATION CALL 1.877.9 BOMBAY

DRY GIN

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL GABLES , FL .33134

Vapour Infused

CORAL GABLES , FL .33134

Distilled From 100% Grain O

Distilled From 100% Grain

Vapour Infused

CONSUMER INFORMATION CALL 1.877.9 BOMBAY IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A .,

CORAL GABLES , FL .33134

Hand selected exotic botanicals

DRY GIN

BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR

infused

CONSUMER INFORMATION CALL 1.877.9 BOMBAY

infused

GOVERNMENT WARNING : (1) ACCORDING TO THE SURGEON

All this care and expertise combines, to give to Bombay Sapphire its distinctive taste, which perfectly complemwnts the zesty lemon in the refreshing Bombay Sapphire Collins.

Distilled

LONDON

GOVERNMENT WARNING : (1) ACCORDING TO THE SURGEON

BIRTH DEFECTS . (2) CONSUMPTION OF ALCOHOLIC

OPERATE MACHINERY , AND MAY CAUSE HEALTH PROBLEMS .

Based on our secret 1761 recipe, the ten exotic botanicals are hand-selected to ensure their superior quality, then their natural flavors are captured through a delicate distillation process called Vapour Infusion.

All this care and expertise combines, to give to Bombay Sapphire its distinctive taste, which perfectly complemwnts the zesty lemon in the refreshing Bombay Sapphire Collins.

BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF

BIRTH DEFECTS . (2) CONSUMPTION OF ALCOHOLIC

The tantalising, smooth and complex taste that you experience when ou sip Bombay Sapphore gin, is described as fresh citrus and juniper flavors combined with an elegant light spicy finish.

Based on our secret 1761 recipe, the ten exotic botanicals are hand-selected to ensure their superior quality, then their natural flavors are captured through a delicate distillation process called Vapour Infusion.

N

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Y

ti

d sele ted t i

Distilled

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O

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Y

IRI

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LONDON N OY R

ON I ILY

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Hand selected exotic botanicals

Y

GOVERNMENT WARNING : (1) ACCORDING TO THE SURGEON

Hand selected exotic botanicals

Distilled ro

GENERAL , WOMEN SHOULD NOT DRINK ALCOHOLIC

ON I IL Y

O

BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS . (2) CONSUMPTION OF ALCOHOLIC

f en

du

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f en

dn

du

f en

dn

OPERATE MACHINERY , AND MAY CAUSE HEALTH PROBLEMS .

CONSUMER INFORMATION CALL 1.877.9 BOMBAY

Y

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du

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LONDON N OY R

BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR

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NY

ON I IL Y

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IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL GABLES , FL .33134

1 1 The tantalising, smooth and complex taste that you experience when ou sip Bombay Sapphore gin, is described as fresh citrus and juniper flavors combined with an elegant light spicy finish.

The tantalising, smooth and complex taste that you experience when ou sip Bombay Sapphore gin, is described as fresh citrus and juniper flavors combined with an elegant light spicy finish.

Based on our secret 1761 recipe, the ten exotic botanicals are hand-selected to ensure their superior quality, then their natural flavors are captured through a delicate distillation process called Vapour Infusion.

Based on our secret 1761 recipe, the ten exotic botanicals are hand-selected to ensure their superior quality, then their natural flavors are captured through a delicate distillation process called Vapour Infusion.

WOMEN

SHOULD

NOT

BECAUSE

DRINK OF

THE

ALCOHOLIC RISK

OF

BEVERAGES BIRTH

DRIVE A CAR OR OPERATE MACHINERY , AND MAY CAUSE HEALTH

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL GABLES , FL .33134

Distilled O

N

D

Y

Distilled

DURING

DEFECTS . (2)

PROBLEMS . CONSUMER INFORMATION CALL 1.877.9 BOMBAY

WOMEN

N OY R

O

N

SHOULD

PREGNANCY

LONDON DRY GIN

NOT

DRINK

BECAUSE

OF

THE

ALCOHOLIC RISK

OF

BEVERAGES

IN e

GOVERNMENT WARNING : (1) ACCORDING TO THE SURGEON GENERAL , WOMEN

SHOULD

PREGNANCY

DRIVE A CAR OR OPERATE MACHINERY , AND MAY CAUSE HEALTH

NOT

DRINK

BECAUSE

OF

ALCOHOLIC

THE

RISK

BEVERAGES

OF

DURING

DEFECTS . (2)

BIRTH

CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO

PROBLEMS . CONSUMER INFORMATION CALL 1.877.9 BOMBAY

elegant light spicy finish.

exotic botanicals are hand-selected to ensure their superior quality, then their natural flavors are captured through a delicate distillation process called Vapour Infusion.

All this care and expertise combines, to give to Bombay Sapphire its distinctive taste, which perfectly complemwnts the zesty lemon in the refreshing Bombay Sapphire Collins.

LONDON

DRY GIN

DRIVE A CAR OR OPERATE MACHINERY , AND MAY CAUSE HEALTH PROBLEMS . CONSUMER INFORMATION CALL 1.877.9 BOMBAY

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL

GABLES , FL .33134

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL

D

Y

GABLES , FL .33134

INFUSED

GABLES , FL .33134

O

Y

ON I ILY

P O R T E D I M

and juniper flavors combined with an

Based on our secret 1761 recipe, the ten

All this care and expertise combines, to give to Bombay Sapphire its distinctive taste, which perfectly complemwnts the zesty lemon in the refreshing Bombay Sapphire Collins.

DURING

DEFECTS . (2)

BIRTH

CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO

Distilled

i IRI

LONDON

nd se e ed i ni s

Sapphore gin, is described as fresh citrus

GOVERNMENT WARNING : (1) ACCORDING TO THE SURGEON GENERAL ,

GOVERNMENT WARNING : (1) ACCORDING TO THE SURGEON GENERAL ,

PREGNANCY

that you experience when ou sip Bombay

Based on our secret 1761 recipe, the ten exotic botanicals are hand-selected to ensure their superior quality, then their natural flavors are captured through a delicate distillation process called Vapour Infusion.

All this care and expertise combines, to give to Bombay Sapphire its distinctive taste, which perfectly complemwnts the zesty lemon in the refreshing Bombay Sapphire Collins.

All this care and expertise combines, to give to Bombay Sapphire its distinctive taste, which perfectly complemwnts the zesty lemon in the refreshing Bombay Sapphire Collins.

CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO

The tantalising, smooth and complex taste

The tantalising, smooth and complex taste that you experience when ou sip Bombay Sapphore gin, is described as fresh citrus and juniper flavors combined with an elegant light spicy finish.

i IRI

LONDON N OY R

O

N

Distilled

Y

IN

ON I IL Y

nd se e ed i ni s

e

D

O

i

Y

IRI

LONDON N OY R

O

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ON I IL Y FROM A

nd se e ed i ni s

1

1

Y

IR I

O

LONDON N OY R

NY

ON I IL Y

RECIPE

PRODUCT OF ENGLAND

P O R T E D I M The tantalising, smooth and complex taste

The tantalising, smooth and complex taste

The tantalising, smooth and complex taste

that you experience when ou sip Bombay

that you experience when ou sip Bombay

Sapphore gin, is described as fresh citrus

The tantalising, smooth and complex taste

Sapphore gin, is described as fresh citrus

that you experience when ou sip Bombay

and juniper flavors combined with an

that you experience when ou sip Bombay

and juniper flavors combined with an

elegant light spicy finish.

Sapphore gin, is described as fresh citrus

elegant light spicy finish.

and juniper flavors combined with an

Based on our secret 1761 recipe, the ten

Based on our secret 1761 recipe, the ten

exotic botanicals are hand-selected to

Sapphore gin, is described as fresh citrus and juniper flavors combined with an elegant light spicy finish.

Based on our secret 1761 recipe, the ten exotic botanicals are hand-selected to

elegant light spicy finish.

ensure their superior quality,

exotic botanicals are hand-selected to

ensure their superior quality,

Based on our secret 1761 recipe, the ten

ensure their superior quality,

then their natural flavors are captured

exotic botanicals are hand-selected to

then their natural flavors are captured

process called Vapour Infusion.

through a delicate distillation

ensure their superior quality,

through a delicate distillation

process called Vapour Infusion.

then their natural flavors are captured

All this care and expertise combines, to

process called Vapour Infusion.

through a delicate distillation

give to Bombay Sapphire its distinctive

process called Vapour Infusion.

taste, which perfectly complemwnts the

All this care and expertise combines, to

All this care and expertise combines, to

give to Bombay Sapphire its distinctive zesty lemon in the refreshing Bombay Sapphire Collins.

through a delicate distillation

zesty lemon in the refreshing

give to Bombay Sapphire its distinctive

taste, which perfectly complemwnts the

then their natural flavors are captured

All this care and expertise combines, to

taste, which perfectly complemwnts the

give to Bombay Sapphire its distinctive

zesty lemon in the refreshing

taste, which perfectly complemwnts the

Bombay Sapphire Collins.

zesty lemon in the refreshing

Bombay Sapphire Collins.

Bombay Sapphire Collins.

LONDON

LONDON

RY GIN

DRY GIN IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL GABLES , FL .33134

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL

GABLES , FL .33134

I N F U S ED

GABLES , FL .33134

IMPORTED BY : THE BOMBAY SPIRITS COMPANY , U . S . A ., CORAL

I N F U S ED

O

M A

1

1

Y

N OY R RECIPE

RODUCT OF ENGLAND

IT E R 47% ALC ./ V OL . (94 PROOF )

IRI

LONDON

O

N

GABLES , FL .33134

O

Y

O

FROM A

1 1

Y

N OY R RECIPE

PRODUCT OF ENGLAND

1 LI T ER 47% A LC . / VOL . (94 PROOF )

from where i draw strength

IRI

LONDON

O

N

Y O

ON I IL Y

1

1

Y

IRI

LONDON N OY R

O

ON I IL Y

N

Y

IRI

LONDON N OY R

Y

ON I IL Y

O

ON I IL Y

N

Y

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I left my heart in San Francisco.

from where i draw strength

t i t l e _ f o rt y n i n e s q ua r e d

_121

08 Forty Nine Squared _objective This class was unique in and of itself. The instructor had us choose a project of our choice. The objective for the project was to capture San Francisco in a unique way.

_ a p p roa c h My approach was to grid San Francisco based on its seven by seven square miles and grid it on a map. Then in each sector, I worked in collaboration with a peer, Daniel Naranjo-Morett, to photograph an aspect of the city. The goal was not to capture the typical and touristic but to capture the San Francisco of everyday life. In the end I designed postcards that would be sold as a set, with t heir own packaging.

_course

_ c at e g o ry

Graphic Design 2

Print making and Packaging

_ i n s t ru c to r

_ k e y wo r d s

Roland Young

Innovative_Creative_Modern

_term

_ ta rg e t

Spring 2014

People interested in seeing the day in

au d i e n c e

the life of San Francisco citizens.

_color

pa l e t t e

_deliverables

p ro j e c t n o _/_

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Mo re t t 2 0 1 4 Be r n a l He i g h t s ©

from where i draw strength

Daniel Naranjo-Morett 2014 Sutro Ruins©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Oc e a n ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Fa r m e r s Ma rk e t ©

t i t l e _ f o rt y n i n e s q ua r e d

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Daniel Naranjo-Morett 2014 Rainbow Falls©

Daniel Naranjo-Morett 2014 Holy Trinity©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Im m i g r a n t Po i n t Ou t l o o k ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Ap t o s Pa rk ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 S O M A ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Gl e n Pa rk B A RT St a t i o n ©

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querencia A n d re a El i s a Ul l o a 2 0 1 4 - Go r i l l a Ex h i b i t ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 St . Ig n a t i u s ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Pa i n t e d L a d i e s ©

Daniel Naranjo-Morett 2014 Sutro Ruins©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Oc e a n ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Im m i g r a n t Po i n t Ou t l o o k ©

Daniel Naranjo-Morett 2014 Holy Trinity©

Daniel Naranjo-Morett 2014 Sunset Circle© Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Be r n a l He i g h t s ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Fa r m e r s Ma rk e t ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Gl e n Pa rk B A RT St a t i o n ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Pa u l & C a r r ©

Andrea Elisa Ulloa 2014 Presidio©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 In d u s t r i a l ©

A n d re a El i s a Ul o a 2 0 1 4 Ne i g h b o r h o o d Ga rd e n ©

Daniel Naranjo-Morett 2014 Aban

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Da n i e l Na r a n j o - Mo re t t 2 0 1 4 3 rd St . & L a Sa l l e ©

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Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Ne i g h b o r h o o d C h u rc h ©

Daniel Naranjo-Morett 2014 Lombard Place©

Daniel Naranjo-Morett 2014 16th ST. Staircase©

Daniel Naranjo-Morett 2014 Rainbow Falls©

Daniel Naranjo-Morett 2014 Woman’s Mural©

Daniel Naranjo-Morett 2014 St. Charles Church©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 S O M A ©

Daniel Naranjo-Morett 2014 Balboa Park©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Ap t o s Pa rk ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Bro t h e r h o o d Wa y ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 In d u s t r i a l Ba y ©

Daniel Naranjo-Morett 2014 Grand Vie w©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Ha w k Hi l l ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 Mu n i St o p ©

Da n i e l Na r a n j o - Mo re t t 2 0 1 4 B oy & Do g ©

A n d re a El i s a Ul l o a 2 0 1 4 C h i n a t ow n ©

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I am too positive to be doubtful, too optimistic to be fearful, and too determined to be defeated.

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title_the cure

_137

09 The Cure _objective The objec tive was to design promotional material for a non-profit assigned to u s by our instructor, and design the desktop and mobile website for the non-profit.

_ a p p roa c h My approach was to narrate a chronicle of a woman who is living and surviving having been diagnosed with breast cancer.

_course

_ c at e g o ry

Visual Systems 2

Print making_User experience _Web design

_ i n s t ru c to r

_ k e y wo r d s

Sean McGuire

Courageous_Empowering_Storytelling

_term

_ ta rg e t

Spring 2015

Cancer patients_Supporters of Susan G. Komen

_color

au d i e n c e

pa l e t t e

_deliverables

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Sometimes you can have the smallest role in the smallest production and still have a big impact.

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_157

10 Big Impact _objective The objective was to create movie posters that create a big impact for three of our favorite movies.

_ a p p roa c h My approach was to dig deep into the movies and select the main scenes and themes thus creating lasting impact and interest.

_course

_ c at e g o ry

Graphic Design 2

Print making

_ i n s t ru c to r

_ k e y wo r d s

Roland Young

Modern_Typographic_Dramatic

_term

_ ta rg e t

Spring 2014

Movie goers

_color

au d i e n c e

pa l e t t e

_deliverables

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Educating the mind without educating the heart is not education at all.

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title_makeshift

_169

11 Makeshift _objective

& a p p roa c h

College students often seek dorms, on-campus/off-campus apartments, or live at home during their collegiate years. During their first year of enrollment, most students chose to stay in dorms accompanied by roommates or suite mates. According to Student Housing Stats, students didn’t care that much about where they lived, they weren’t going to take very good care of their quarters, and the whole student housing experience was just a temporary situation. When you are going off to college, it’s sort of a new life stage, It’s the first time you are moving out, you’re on your own, and moving into a dorm or first apartment. It is an opportunity to live by your own rules and to be able to learn how to take care of yourself. As a brand, it’s important to be there for the guest as they are shifting to a new life stage.

Makeshift is the brand that e ncourages their guests to take these first steps and inspires them to create a space that they could call home.We intend to provide our customers with a whole new way to shop. As the world quickly advances through the technological age, we mean to embrace it. An almost exclusively online shop, with a retail location that invites students to work and study, exclusively. Makeshift is a one-stop shop for everything “student.”

_course

_ c at e g o ry

Packaging 4

Packaging_Print making_Industrial design

_ i n s t ru c to r

_ k e y wo r d s

Thomas McNulty

Fun_Interactive_Multi-purpose_Creative

_term

_ ta rg e t

Fall 2015

Minnenials_College students

_team

au d i e n c e

members

Darrian Mary Kasper Maitha Meftah Kimberly Young Bernee Briones Cecilia Lai

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_vision We intend to provide our customers with a whole new way to shop . As the world quic kly advances through the technology age, we mean to embrace it. An exclusive retail location that invites students to work, study, and pick up essentials for their every day life as a college student. Makeshift is a one-stop shop for everything “student.�

_where Our flagship store will be located conve niently in downtown San Francisco, CA in the SOMA district. Being located in an urban environment will better serve students who lack access to college essentials that other college towns offer.

_ ta rg e t

au d i e n c e

We aim to target college students of all ages who look for three things with their shopping experience: Fast, easy, & affordable.

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title_makeshift

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brand/draft

brand/draft

_ d e pa rt m e n t

_ d e pa rt m e n t

Art and school supplies

Healthcare and hygiene p roducts

_price

_price

range

range

Low to moderate

Low to moderate

_ k e y wo r d s

_ k e y wo r d s

Creative_Afforadable_Iconic

Simple_Clean_Bright

_color

_color

pa l e t t e

pa l e t t e

brand/nutri

b r a n d / s p r aw l

_ d e pa rt m e n t

_ d e pa rt m e n t

Grocery

Cafe lounge

_price

_price

range

range

Low to moderate

Moderate

_ k e y wo r d s

_ k e y wo r d s

Healthy_Personable_Fun

Urban_Comforting_Welcoming

_color

_color

pa l e t t e

pa l e t t e

b r a n d / q ua rt e r s

b r a n d / s tat i c

_ d e pa rt m e n t

_ d e pa rt m e n t

Home essentials

Electronics

_price

_price

range

range

Low to moderate

Moderate to high

_ k e y wo r d s

_ k e y wo r d s

Crafty_Ne utral_Muted

Clean_Energetic_Minamalistic

_color

_color

pa l e t t e

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I want to make beautiful things, even if nobody cares, as opposed to ugly things. That’s my intent.

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_249

12 Identity _objective Various objectives based on the class and project.

_ a p p roa c h Various approaches based on the class and the project.

_course

_ c at e g o ry

Various

Various

_ i n s t ru c to r

_ k e y wo r d s

Various

Various

_term

_ ta rg e t

2012-2015

Various

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querencia

from where i draw strength

the selected works of andrea elisa ulloa

title_identity

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querencia

from where i draw strength

the selected works of andrea elisa ulloa

title_identity

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querencia

from where i draw strength

the selected works of andrea elisa ulloa

title_acknowledgements

Acknowledgements _ to

m y pa r e n t s

Thank you for your unconditional love, support, and faith. Thank you for letting me blossom and for letting me pursue my dream. I am eternally greateful.

_ to

m y l i t t l e b ro t h e r

Thank You for being there when no one else is, for being my rock, my friend, my little brother, for the endless patience.

_ to

my friends

Thank you: Jennifer Johnson, Darrian Mary Kaspar, Daniel Arturo Naranjo-Morett, Sandra Severiche, Giovanna Valdiza n, Freddie Coronel, Gladys Galvez, Maitha Meftah, Shefali Adaya, and Cemile Armas. Thank you for being in my life and coming with me along this journey, your friendship means more to me than you would ever imag ine; you are all forever in my heart.

_ to

m y fa m i ly

Bernardo Ceballos and Carla Greenfield for always being interested in hearing about my latest project, for being my endless cheerleaders, for your love and support.

For my Grandma Tina, thank you for be ing my angel, for watching over me from heaven and protecting me along the way. I know you always with me.

Grandma Elisa, thank you for sharing your name with me, for being my other angel and protecting me, for being a source of inspiration. I wish you were here to see me today.

For my Grandpa Carlos, thank you for passing along some of the creative gene, I wish I could have known you better.

_ to

m y m e n to r s

Thomas McNulty, Roland Young, Mary Scott, Dorris Harrison, Christoph Opperman and David Hake: Thank You for all your dedication and pushing me to become the designer I am today, for your guidance and dedication I thank you.

_ to

my ollie

Thank you for coming into my life when I needed to take care of someone else other than myself, for teaching me an unconditional, loyal love, for all the fuss and happiness you make when I come home each and everyday. Your the best friend and dog a girl could have. My little partner in crime.

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san francisco

Thank you for being the city where so many of my dreams came true.

For being the playground for everything I needed to experience to grow into the person I am today. My heart will eternally lie in the city by the bay.

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the selected works of andrea elisa ulloa

querencia

Colophon _course Senior Portfolio

_school Academy of Art University San Francisco, CA

_ s to c k Arrastox bookcloth, Gunny Sak Linen Finch fine bright 100lb Paper Source Luxe Blush cardstock

_ p h o to g r a p h y Dustin Soriano dustinsoriano.com

_designer Andrea Elisa Ulloa 408.835.0003 andreaelisau@gmail.com andreaelisau.com

_title

of book

Querencia

_ i n s t ru c to r Mary Scott

_printer Giant Horse 1336 San Mateo Ave. South San Francisco, CA 94080

_ b i n d e ry The Key Printing and Binding 1934 Park Blvd.

Oakland, CA 94505

_ t y p e fa c e s Baskerville Lato

_ s o f t wa r e Adobe Creative Cloud

from where i draw strength

title_colophone

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