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ndrĂŠs Velasco is a serious yet easygoing Visual Communication Designer, with a genuine dedication to finding the nexus between beautiful design and effective communication. He specializes in brand development, packaging, and editorial design. AndrĂŠs is creative, organized, highly analytical, has an exceptional problem solving ingenuity, and possess excellent interpersonal skills. He is able to work independently or in a team, helping his clients see the potential of their projects in ways they never imagined. This man of few words is a technology nut, an avid paintball athlete, and a music and sound-editing enthusiast.


Index

Shoals Pivot Point AAU Tetractis Civisol Milpa Habitus Transforma Mimesis BantĂş 4Kidz Replay Other Projects Photography

10 18 24 42 62 68 90 100 106 112 118 124 130 154


Shoals


Shoals

Located in Arlington, VA, Shoals Capital Management is an investment adviser who intends to manage a pool of institutional and high net worth funds, specifically focused on financials and real estate. Their hope is that Shoals will serve as a leading thought provider and investment manager in the financial sector space, with a relatively small but consistent staple of long term investors as clients. Shoals work will include a comprehensive research process with a seasoned investment team that focuses on thematic investments opportunities that should provide superior returns regardless of market cycle. The investment team spends a lot of time understanding regulatory and political changes that will impact heavily regulated industries such as banks and insurance companies, and use that knowledge to find opportunities driven by non-economic factors.

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Brand Full Color/White Background 14

Brand Full Color/Blue Background

Brand Grayscale/White Background

Brand Grayscale/Black Background


Business Card Front

Business Card Back 15


Letterhead Templates 16


Envelope Front

Envelope Back

Envelope Interior Pattern

Envelope Interior Pattern Variations 17


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Pivot Point

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Pivot Point

Located in Kensington, MD, Pivot Point is an auto body/paint shop company specialized in automotive Paintless Dent Repair (PDR). Their highly trained staff repairs paint chips, scratches, door dings, and creased dents, using top of the line products, expertise and technology. Apart from offering the best quality repair services, Pivot Point is an authorized Stanliner PDR tools reseller, who offers training courses focused on Paintless Dent Repairs for industry technicians. Also provides superior value, over traditional auto body/ paint shop repairs.

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Fixing Dents

Brand Full Color/White Background 22

Business Cards

Brand Full Color/Red Background

Brand Grayscale/White Background

Brand Grayscale/Black Background


301.802.9514

Business Cards, One pager, and Vehicle Wrapping 23


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AAU

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AAU - Association of American Universities

Founded in 1900, the Association of American Universities comprises 62 distinguished institutions that continually advance society through education, research, and discovery. Their universities earn the majority of competitively awarded federal funding for academic research, are improving human life and wellbeing through research, and are educating tomorrow’s visionary leaders and global citizens. AAU members collectively help shape policy for higher education, science, and innovation; promote best practices in undergraduate and graduate education; and strengthen the contributions of research universities to society. The 60 AAU Universities in the United States award nearly onehalf of all U.S. doctoral degrees and 55 percent of those in the sciences and engineering. The major activities of the association include maintaining the productive partnership between research universities and the federal government; policy studies; and public affairs. Membership in AAU is by invitation and is based on the recognition that a university is outstanding by reason of its academic research and scholarship,

as well as its undergraduate, graduate, and professional education. A membership committee of AAU presidents and chancellors periodically reviews universities for AAU membership; institutions recommended for membership must be approved by a threefourths vote of the membership.

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Logo Justification

Convergence, collective, come together, meeting, unit, cooperation, synergy, union of different academies

Connection, share, contact, collaboration, share knowledge, interaction

Movement, dynamic

Books, wisdom, knowledge, research, education (universities)

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Shield

Typeface Sans serif, modern, simple and accurate. Follows company’s personality characteristics.


Logo Without Tagline

Logo With Tagline

Full Color

Full Color

Logo Without Tagline

Logo With Tagline

Grayscale

Grayscale

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Business Card Front

Business Card Back Options

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Letterhead Template


Letterhead Template Variation

Letterhead Template Variation

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Name Tag Front

Name Tag Back

Name Tag Front (Variation)

Name Tag Back

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Note Card Envelope Front

Note Card Envelope Back

Note Card Front

Note Card Back

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Folder Back 34

Folder Front


Inside (Left Side)

Inside (Right Side) 35


Directional Sign Large 22” X 28”

Directional Sign Small 22” X 18”

GENERAL SESSION

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Trade Show Stand

Letterhead 1

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Trade Show Stand Banners

About AAU

Headline

The Association of American Universities

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In ac malesuada dui. Pellentesque tincidunt lorem ut arcu commodo vestibulum gravida luctus ex. Phasellus eu malesuada est.Curabitur consectetur tellus sapien, sed vehicula tortor suscipit in. Praesent cursus, erat nec euismod egestas, orci ipsum tincidunt felis, a aliquet arcu mauris pretium mi.Proin auctor enim quam, quis maximus lectus elementum quis. Nullam congue eros nec

that comprises 62 leading public and private research universities in the United States and Canada. Founded in 1900 to advance the international standing of U.S. research universities, AAU today focuses on issues that are important to research-intensive universities, such as funding for research, research policy issues, and graduate and undergraduate education.

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Table Top Banners

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Table Top Banners

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Billboard Sample

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Tetractis


Tetractis

Tetractis Music is a project aimed at developing the non-commercial industry of electronic music in Colombia. This project also seeks to support local talent in music production, promoters, and media; in an attempt to generate new revenue at all areas within the music industry in the country. Tetractis is committed to encourage young people from all social strata, to follow their artistic dreams. Besides the brand is focused as a tool for building society, breaking paradigms, and prejudices against electronic music.

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Main brand (Slogan in English)

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Record label brand

Podcast brand


EPISODE 001

Tetractis Podcast Episode 001 Art

Tetractis Podcast Episode 002 Art

Tetractis Podcast Episode 003 Art

Tetractis Podcast Episode 004 Art

Artist: Victor Arias

Artist: Spin

Artist: Victor Arias

Artist: Xavier Edbes

Tetractis Podcast Episode 005 Art

Tetractis Podcast Episode 006 Art

Tetractis Podcast Episode 007 Art

Tetractis Podcast Episode 008 Art

Artist: Santiago Rojas

Artist: Felipe Valencia

Artist: Luid Lenny

Artist: Carlos Posada 47


Tetractis Podcast Episode 009 Art

Tetractis Podcast Episode 010 Art

Tetractis Podcast Episode 011 Art

Tetractis Podcast Episode 012 Art

Artist: XHEND

Artist: Ado

Artist: Fholondry

Artist: Kamilo Sanclemente

Tetractis Podcast Episode 013 Art

Tetractis Podcast Episode 014 Art

Tetractis Podcast Episode 015 Art

Tetractis Podcast Episode 016 Art

Artist: Stiven Peck

Artist: Yerson Gรณmez

Artist: Victor Arias

Artist: Karen Quintero

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Tetractis Podcast Episode 017 Art

Tetractis Podcast Episode 018 Art

Tetractis Podcast Ep 019 Art

Tetractis Podcast Episode 020 Art

Artist: Eraseland

Artist: Procopis Gkouklias

Artist: Jr. Gong

Artist: Jhon Timbala

Tetractis Podcast Episode 021 Art

Tetractis Podcast Episode 022 Art

Tetractis Podcast Episode 023 Art

Tetractis Podcast Episode 024 Art

Artist: Pargo Rojo Frito

Artist: Procopis Gkouklias

Artist: Mr. Trip

Artist: Victor Arias 49


Tetractis Podcast Episode 025 Art

Tetractis Podcast Episode 026 Art

Tetractis Podcast Episode 027 Art

Tetractis Podcast Episode 028 Art

Artist: XHEND

Artist: Victor Arias

Artist: Ian Pรถltter

Artist: Drum Beat

Tetractis Podcast Episode 029 Art

Tetractis Podcast Episode 030 Art

Tetractis Podcast Episode 031 Art

Tetractis Podcast Episode 032 Art

Artist: Procopis Gkouklias

Artist: Alex Jockey

Artist: Absera

Artist: Victor Arias

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Tetractis Podcast Episode 033 Art

Tetractis Podcast Episode 034 Art

Tetractis Podcast Episode 035 Art

Tetractis Podcast Episode 036 Art

Artist: Charles Martin

Artist: Sech

Artist: Hidro

Artist: Victor Arias

Tetractis Podcast Episode 037 Art

Tetractis Podcast Episode 038 Art

Artist: XHEND

Artist: Victor Arias 51


Podcast art, squared and rectangular formats

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Release art, squared and rectangular formats

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Marked Frequency [TET001] Artists: Gustav Adolf, Eraseland Genere: Tech House Tracks: 2

New Look [TET002] Artists: Victor Arias, Veramuzik Genere: Techno Tracks: 1

Charles Black [TET003] Artists: Victor Arias Genere: Techno Tracks: 2

Victorio [TET004] Artists: Eraseland Genere: Tech House Tracks: 2

Traveler EP [TET005] Artists: Victor Arias Genere: Techno Tracks: 2

Salvation EP [TET006] Artists: Eraseland, Superchip, Honduran Unk. Genere: Tech House Tracks: 2

Vientos En Altas [TET007] Artists: Victor Arias Genere: Tech House Tracks: 1

Substancial [TET008] Artists: Victor Arias Genere: Techno Tracks: 1

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Cel +57 (316) 325 1628 AV. 4ta OESTE # 4-43, TORRE A, Of 1802 CALI / COLOMBIA ARIAS@TETRACTISMUSIC.COM WWW.TETRACTISMUSIC.COM

VICTOR ARIAS DIRECTOR Cel +57 (316) 325 1628 AV. 4ta OESTE # 4-43, TORRE A, Of 1802 CALI / COLOMBIA ARIAS@TETRACTISMUSIC.COM WWW.TETRACTISMUSIC.COM

Cel +57 (316) 325 1628 AV. 4ta OESTE # 4-43, TORRE A, Of 1802 CALI / COLOMBIA ARIAS@TETRACTISMUSIC.COM WWW.TETRACTISMUSIC.COM

I LOVE TETRACTIS MUSIC.

INFO@TETRACTISMUSIC.COM WWW.TETRACTISMUSIC.COM

Sr. Luis Rivera Jefe de atención al cliente Movistar Ciudad.

Guias Diseño de Marca Archivos + Manual + Aplicaciones

Cordial saludo, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent a placerat leo. Nullam sit amet ligula in turpis auctor imperdiet ac sed nunc. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Etiam adipiscing condimentum tortor, ut aliquet diam tincidunt id. Nam dictum, elit sed condimentum adipiscing, ante est ornare mauris, ac pellentesque quam augue quis justo. Suspendisse adipiscing laoreet ligula ac consectetur. Fusce placerat augue et ante vehicula scelerisque. Cras lorem lectus, dapibus in blandit nec, aliquet non tortor. Fusce ac nibh mauris. Nullam feugiat consequat lorem at vulputate. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed in eleifend nisl. Donec orci neque, laoreet sit amet venenatis vitae, dignissim pellentesque neque. Nulla sed dignissim nisl. Etiam condimentum scelerisque quam, quis sodales mauris blandit eget. Integer mattis sem sit amet justo ultrices sit amet elementum arcu tincidunt. Nunc condimentum feugiat diam, tristique malesuada arcu vulputate at. Cras tempus luctus nunc a iaculis. Mauris egestas porttitor lectus, eu sagittis nunc viverra quis. Nullam magna nibh, condimentum a cursus sit amet, varius ac ante. Nam in eros ac urna dapibus pharetra. Pellentesque viverra congue laoreet. Etiam sodales nunc et ante rhoncus convallis. Aenean sodales hendrerit ornare.

KEEP BEATS ALIVE.

Guias Diseño de Marca Archivos + Manual + Aplicaciones

Maecenas ipsum mi, mattis a convallis vitae, convallis id ligula. Sed feugiat pulvinar hendrerit. Aliquam erat volutpat. Donec pretium molestie turpis, ac sodales lacus pulvinar vitae. Donec tristique est ac magna volutpat eu varius magna cursus. Praesent vel metus mattis tortor placerat molestie id iaculis est. Nulla nec felis quis tortor tempus eleifend at at lacus. Nulla purus quam, condimentum et interdum vitae, malesuada facilisis dolor. Nulla facilisi. Sed ultricies lacinia leo, sed interdum sem egestas sed. Quisque ut justo velit, eu tempus nulla. Mauris nec libero vitae ligula imperdiet luctus. Aenean erat sem, sodales vel dignissim eu, varius eget sem.

Atentamente,

Jose Fernando Lenis Gerente de Artistas Tetractis Music

CEL +57 (316) 325 1628 AV. 4ta OESTE # 4-43, TORRE A, Of 1802 CALI / COLOMBIA ARIAS@TETRACTISMUSIC.COM WWW.TETRACTISMUSIC.COM

CEL +57 (316) 325 1628 AV. 4ta OESTE # 4-43, TORRE A, Of 1802 CALI / COLOMBIA ARIAS@TETRACTISMUSIC.COM WWW.TETRACTISMUSIC.COM

INFO@TETRACTISMUSIC.COM WWW.TETRACTISMUSIC.COM

Website, stationery and postcards 55


9:41 AM

Traktor Scratch coded vinyl, pin, and t-shirts. 56

100%


9:41AM

100%

Banner and social media for partner radio station in Argentina. 57


9:41AM

BLOOM RECORDS

TETRACTIS MUSIC

#TETRACTISCAVE

OPENING DESDE LAS 9 PM - MUJERES GR ATIS HASTA LAS 11 PM COVER 10K - AV. 9N # 15-02 - CALI / COLOMBIA INFO: 310.835.3810 - 316.325.1628

Local event poster & social media posts. 58

100%


Banner for partner radio station in Argentina 59


EXPOSICIÓN RAD : DISEÑO SE GRADÚA

LA MÚSICA PUEDE CAMBIAR EL MUNDO PORQUE PUEDE CAMBIAR A LAS PERSONAS Tetractis Music es un proyecto que gira en torno al desarrollo de la industria cultural de música electrónica no comercial en Colombia, y el apoyo del talento local enfocándolo a la producción musical. La marca fue creada como una herramienta para construir sociedad, romper paradigmas y prejuicios contra la música electrónica. Busca encaminar y asesorar a jóvenes

de todos los estratos en un mundo artístico y creativo que además puede ser rentable. Como sello musical se está en la constante búsqueda e investigación de una identidad rítmica única, enfocada al techno y a los demás géneros no comerciales de música electrónica. Además el proyecto busca unificar a personas de este medio, generando beneficios para todos.

TETRACTIS MUSIC

/ ANDRÉS FELIPE VELASCO ARANGO DISEÑO DE COMUNICACIÓN VISUAL PONTIFICIA UNIVERSIDAD JAVERIANA Santiago de Cali Tel: +57-311-389-5899 Web: www.andresvelasco.co E-mail: info@tetractismusic.com Web proyecto: www.tetractismusic.com

Cámara de Comercio de Bogotá and RAD presentation poster and catalog 60


Civisol


Civisol

Civisol is a branding project for a non-governmental organization that promotes citizenship and solidarity among people from all socio-economic statuses. The objective is to facilitate changes in social behavior, improving life quality, reducing poverty, and all forms of discrimination. The circle and the branches of the logo represent the individual and the different ways in which the subject can perform social change. Sub-brands were created for: - Trash is Life: A program that works to promote recycling and global warming issues awareness. - My Mine: Supporting the rights of mining workers - Woman-To-Woman: Supporting the rights of housekeepers. - Colombia For Dummies: An effort focused on educating the public misconceptions of Colombia as drug-based society. - ACTREX: A program that works to eliminate human trafficking, female exploitation and commodification.

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Milpa


Milpa

Milpa kommunikation + design, is a visual communication design company located in Cali, Colombia, where branding, editorial design, and packaging projects are crafted. The company was founded, and is currently managed by Ingrid Claussen Arango; a visual communication designer graduated from the Academy of Art, and Design Ecosign (Akademie fßr Gestaltung Ecosign), and with studies in graphic design at Universitat Abat Oliva CEU in Barcelona (Spain). This entity, and its creatives propose unique forms of communication where ideas, researches, and stories, transmit the client’s wishes in an aesthetically proper way; surprising, raising awareness, inspiring, and moving people for a better future. In this section you will find some of the work done during the university internship with this company.

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Escandinavia Escandinavia is a well-known GYM or fitness center located in Cali, Colombia. This project consisted in revitalizing their brand, considering the concept of balance (importance of balance between body, mind, and spirit). Apart from the brand’s re-design, a website was built, mailing was created, and changes to facilities were made, providing greater comfort to its customers.

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Laser Laser is a Colombian company with over 25 years experience manufacturing long lasting cleaning products such as brooms, mops, brushes, among others. With this company the objective was to create three brands, each for a different target.

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Mauricio Cabrera G. Mauricio Cabrera Galvis is a philosopher from the Pontificia Universidad Javeriana with a master in economics, accomplished at the Universidad de los Andes, and a PH.D. (cand.) from the London School of Economics. He has served as president for the Banco de Occidente, and the Foundaciรณn FES. Mauricio was technical vice president of the Colombian Banking Association, and is currently directing Cabrera & Bedoya, investment bankers. In the public sector he has been president of the National Liberal Party Programmatic Council, and has served as program coordinator for several presidential campaigns. Also was the general director of public credit for the Ministry of Finance, and Public Credit. In the academic field has been the dean for the faculty of economics at the Universidad Externado de Colombia, teacher at the Pontificia Universidad Javeriana (Cali, Colombia), and the Universidad de los Andes (Bogotรก). Has published numerous articles on issues related to business ethics, financial system, monetary, fiscal, and exchange rate policies. This project involved a cover design for a essay type book that discusses the revaluation of the dollar during the past ten years in Colombia. The same design style was used as in previous published books.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean ligula massa, commodo et sollicitudin eget, commodo id urna. Suspendisse quis diam in turpis feugiat faucibus. Nulla facilisi. Vestibulum in tortor id elit adipiscing placerat. Sed cursus velit in mi ornare a scelerisque est iaculis. Curabitur non odio vel ipsum fringilla placerat quis id erat. Mauris et convallis leo. Curabitur a massa quis turpis pellentesque adipiscing. Curabitur pretium aliquam molestie. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Sed tempor vestibulum turpis vitae faucibus. Vivamus ultricies, tortor id condimentum commodo, nisl dolor posuere nibh, id imperdiet ligula nisl commodo neque. Ut tincidunt risus eu lectus sodales vel sodales elit scelerisque. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla a augue nisi. Nunc tempus mattis urna, dignissim tristique magna venenatis vitae. Maecenas pulvina r, ligula quis volutpat ultrices, magna sem ullamcorper arcu, a blandit diam mi ut nibh. Vivamus tristique interdum leo quis fringilla. Fusce ut quam lectus. Morbi at nisl in est faucibus cursus. Curabitur semper ligula id arcu semper at hendrerit augue faucibus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Suspendisse eget lectus tellus. Mauris rhoncus lectus vitae dolor suscipit iaculis. Praesent vitae velit ligula. Vivamus vel sodales erat. Morbi sem est, rutrum in adipiscing eu, dignissim vitae magna. Nullam eu est a orci convallis pharetra. In orci sapien, elementum id mattis sit amet, commodo sed quam. Vivamus posuere, odio ut lacinia pulvinar , tortor orci imperdiet orci, vel adipiscing sapien quam et erat. Nulla non nisi a augue cursus interdum. Nam adipiscing dapibus torto r, sed faucibus augue vulputate vitae. Cras nulla sapien, pellentesque vel venenatis vel, semper non odio. Sed turpis odio, vulputate et sagittis rutrum, consequat at est. Aliquam non adipiscing neque. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos .


El Encanto El Encanto (Enchantment) is a camp house located near the Lago Calima, Colombia. The owners wanted a logo to differentiate their place from the others. The brand reflects the five family members, peace, tranquility, joy, union, and contact with nature (specially water); using a color palette from the pool´s floor mosaics.

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.mcma. Born in London in 2009, .mcma. is a creative hub comprising fashion, art, literature, and music. It’s the brainchild of Maria Carolina Mejia Amaya, a Colombian designer, and travel junkie who was inspired by London’s vibrant, international, and eclectic fashion scene. .mcma.’s philosophy is to develop an outlet for creativity, and style for strong, independent women, who dress for themselves, and are inspired by everything they see, and do. .mcma. seeks to celebrate individualism by delivering innovative, and unique designs which are feminine with a twist. The packaging task consisted in a box, and booklet for a golden skull bracelet; for an exhibition in NYC, London, Bogotá, Tokyo, and Panamá. It also included an envelope, and a booklet that contains all the information and meaning from the jewel. All with a refined, urban, and simple style at the same time.

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Mousai Mousai is a guide that seeks to inspire women with an authentic and practical lifestyle, that revolves around culture, fashion, design, and cuisine. This guide uncovers interesting and unexplored places in Cali. Also motivates women on how to break daily routine and discover their creative side. The task of this project was to design icons for the different categories of the website (culture, design, entertainment, inspiration, style, it list, and store), and a brandmark inspired in a pineapple; that has a meaning of welcome, home, hospitality, warmth, among others.

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Eximia Eximia is a London (U.K) based practice that provides therapy, coaching, training, and consulting to individuals, partnerships, families, and teams. They equip people with life skills, and empower them to live their full potential. This practice believes that ethics and confidentiality bring people closer together, so they make sure to maintain its standards high whether it comes to the need to heal something, as to achieve a goal. Eximia is committed to actively contribute to the society we live in by supporting people to: improve their general sense

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of well-being, develop greater resilience, establish more satisfying relationships, or increase their ability to have an impact on the world around them. They believe that these four elements will ultimately build more empathic, content, fair, and compassionate communities. Basically the project consisted in brand development. The positioning for this company revolves around personal growth and improving communities. The logo represents growth/development in people and communities.


Logo sketches and final logo (Last picture). 79


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Fundación Carvajal

Fundación Carvajal is a nonprofit organization created in 1961 with the purpose of promoting life quality improvement, of the neediest communities in Cali (Colombia), and the rural area of Valle del Cauca. It began with a donation made by the Carvajal family that consisted of the 23.5% of the Carvajal SA group’s shares; making it the largest shareholder. In the social work develompent, the foundation provides dividends received, manages national, and international resources to implement income generation, education, culture, housing, and environmental projects, with highly vulnerable populations. These type of programs are executed in partnership with public, and private entities. To maximize impact, this foundation concentrates it’ s activities in strategic social development zones of Cali, and Valle del Cauca; projecting beyond the region through support or knowledge transfer processes to achieve their goals. In this case the project: “Mainel”; coordinated by Beatriz Trujillo, was performed with four small companies who needed to implement a brand strategy or redesign to improve their business.

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Amitai Project made for a company that specializes in handmade accessories with uniquely modern designs. The articles are designed and produced by local women, using natural materials like calabash, bamboo, seeds, and stones. Their brand was created to evoke the natural and handmade qualities of the products. Brand applications such as stationery, and labels were also designed.

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Jeshuartes Jeshuartes is an arts and craft workshop located in the suburbs of Cali, Colombia. Danilo de Jesus Ramirez, its owner, transforms wood into ornamental and utilitarian objects, which reflect Colombia and its traditions. He needed an innovative, low cost, and simple portfolio that could be used to promote his business. We designed a business card with a foldable sheet that in one side, showed some of his creations, and in the other, his biography, business information, mission, and vision.

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Foldable Portfolio/Business Card 85


El Anfitrión Branding project for a business that offers rental equipment, catering, and decorations for social events. The logo reflects the “ideal event”; where the different participants share happily, being guided by the host. In addition, applications such as business cards, letterhead, invoices, labels, and CD holders were designed for this client.

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El Rincรณn del Sabor El Rincรณn del Sabor (the taste corner) is a small home-restaurant located in the suburbs of Cali, Colombia. Edelmira Rivera, the current owner, sells lunches, snacks, roasts, fast food, and lunch portions such as meat, beans, rice, soup, among others. She needed a brand for her business that reflected homemade food at a reasonable price. Applications such as: sign, aprons, and an editable menu were also created.

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Habitus


Habitus

Habitus is one of the central concepts from Pierre Bourdieu’s sociological theory. It is understood as patterns of acting, thinking, and feeling; associated to a social position. Habitus makes that people from the same social environment trend to share similar life styles. This magazine was mapped out and designed as a cultural, urban, and rebellious magazine; which provided an environment for people that looked up for something different. Habitus shows lifestyles, behaviors, and the essence of daily living; exactly as it is without stereotypes. This rebellious-style magazine uses illustrations, photography, and articles, to reflect it’s style the best way possible.

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Magazine cover 94


Memories section article 95


Underground article section closeup 96


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Taboo article section closeup 98


Taboo article section

Musi-k section article 99


Transforma


Transforma

Transforma is a project aiming to create environmental awareness of solid waste separation and reutilization. Campaign’s goal was to get Cali’s restaurant owners implement a process for segregation of waste, and to apply the same principles in their homes. Additionally, they were taught on how to reuse organic waste as fertilizer or compost when planting their personal vegetation plots.

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Main brand and its variations 104


Eco-friendly bags 105


Mimesis


Mimesis

Mimesis is an unconventional branding project for a series of futuristic and sustainable shirts, that take as inspiration the Chameleon’s ability to blend with the environment. These garments use an innovative technology that allows them to change designs/colors using a linked mobile device via Bluetooth. Brand design, stationery, and website were created for this project.

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Logos and app button for devices 110


Stationery, web page & ecologic vehicle. 111


Bantú


BantĂş

Fruti Antojos S.A.S/BantĂş. is a food company that develops snacks made from typical Colombian fruits. The project involved an in-depth investigation process, name development, identity, packaging, and a tagline creation. The name communicates its cultural roots and the passion they have for their products. All of the design elements include a focus on clarity and a general commitment minimalist design.

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Main brand and its variations. 116


4Kidz


4Kidz

4KIDZ is a toy company that required packaging for marketing two spherical products. The task required that future clients would be able to interact with the product before buying it. The container created included an easy-to-ship and display cube shape, with circular holes for easy access of small, or large fingers. In addition to unique packaging, we redesigned the 4KIDZ identity system and created illustrations to be used in the advertising and marketing for the product.

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Packaging with products 122


Original 4Kidz logo

Logo redesigned

Packaging layouts 123


Replay


Replay

Replay is a project that began in a sustainable design class dictated by Ann Savageau; design teacher at UC Davis. The idea of this class was to aware students to recycle and reuse useless solid waste, to create sustainable design objects. In this case, the vinyl record, LP, or gramophone disc; was the main element to transform, and give a different function from the usual. Vinyl or PVC (polyvinyl chloride) is the material used for manufacturing LP discs. It is highly polluting for the environment, since it is not biodegradable, and releases toxins when it is deposited in landfills. Another area in which LP’s are making a comeback is as decorative home items. Clocks, cup holders, pots, napkin holders, ashtrays, DVD holders, book covers, among others; can be transformed easily into stylish designed products as Replay proposes. Besides the creation of several articles, the brand was designed, and applied in product labels.

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Product brand 128


Products made 129


Other Projects


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Other Projects

Below you can appreciate several branding, editorial design, and packaging projects, made recently for businesses, friends, close clients, or just for fun.

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AC Transit Bus stop shelter poster proposed to AC Transit; an Oakland-based public transit agency serving the western portions of Alameda and Contra Costa counties in the East Bay of the San Francisco Bay Area.

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Colorado State University Poster redesigned for a symposium organized by the Latin American and Caribbean Studies program at Colorado State University. This symposium offered a diverse perspective about the Cuban culture and society during the present changing times.

Poster before redesign 136


Poster sketch after redesign

Final poster after redesign 137


Vitaeat Brand and newsletter template created for a meal delivery service company, that provides customers across the United States with weekly healthy meals to their subscribers.

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Paintball Core & Cartel Paintball Core and Cartel Paintball are two brands that revolve around one of the most trendy sports in the city of Cali, Colombia; paintball. The first one was created for a business dedicated to distribute and sell gear for this sport. The second is the logo for one of the most recognized teams in the country.

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MichĂş Michu is a Colombian brand that produces limited series handbags since 1998, designed by Maria Emma Carvajal. Her creations are true masterpieces that understand women and their personal needs, while also remaining exquisitely fashionable. This client demanded that our catalog be designed with the same exceptional attention to detail and flawless design as the bags themselves.

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Talento Deportivo Talento Deportivo is an international soccerscouting agency located in Cali, Colombia. It works with young soccer players from all socioeconomic areas, educating them on how to use soccer to achieve their life goals. We interviewed agency’s personnel, including several players; in order to create polished DVD Portfolios that would properly represent the mission of this agency, and the athletes they represent. We also assisted in video recordings, and designed brand applications such as, stationery, company’s IDs, DVD labels, DVD cases, and booklets.

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Elek Elek is an eco-friendly electric motorcycle shop located in Cali, Colombia. This brand was designed to embody the key characteristics of the bikes they sell: modern technology, electricity, and environmentally friendly.

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F

mul

as Magistra

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El Apotecario

or

100 ml

TONICO PIEL

OR

MU

PA

A LAS M GISTRA

LE

S

F

PREPARACION MAGISTRAL. USO EXTERNO. ADVERTENCIA SI PRESENTA SENSIBILIDAD ALGUNo DE LOS COMPONENTES, SUSPENDA SU USO. MANTENGASE FUERA DEL ALCANCE reg.san.invima.NSOC57322-13co DE LOS NINOS.

Vence: SEP 07 15 Lote: 12345 COD: 54321

Elaborado por LABORATORIO SAN JORGE LTDA.

El Apotecario (The apothecary) is a brand specialized in making master formulas for Dr. Daniela Plata. The company provides high quality organic products, while also offering personal advice to each of its customers. The packaging design solution included a vintage look and feel, in an attempt to bring back a sense of nostalgia for a time when doctors frequently prescribed this kind of product.

NTA

LLA SOL

AR

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Le Petit repostería rt aesanal

Le Petit is an artisan pastry bakery focused on making French macarons and desserts. These contain carefully selected ingredients, and include secret homemade techniques handed down from generation to generation.

Sr. Luis Rivera Jefe de atención al cliente Movistar Ciudad. Cordial saludo, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent a placerat leo. Nullam sit amet ligula in turpis auctor imperdiet ac sed nunc. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Etiam adipiscing condimentum tortor, ut aliquet diam tincidunt id. Nam dictum, elit sed condimentum adipiscing, ante est ornare mauris, ac pellentesque quam augue quis justo. Suspendisse adipiscing laoreet ligula ac consectetur. Fusce placerat augue et ante vehicula scelerisque. Cras lorem lectus, dapibus in blandit nec, aliquet non tortor. Fusce ac nibh mauris. Nullam feugiat consequat lorem at vulputate. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed in eleifend nisl. Donec orci neque, laoreet sit amet venenatis vitae, dignissim pellentesque neque. Nulla sed dignissim nisl. Etiam condimentum scelerisque quam, quis sodales mauris blandit eget. Integer mattis sem sit amet justo ultrices sit amet elementum arcu tincidunt. Nunc condimentum feugiat diam, tristique malesuada arcu vulputate at. Cras tempus luctus nunc a iaculis. Mauris egestas porttitor lectus, eu sagittis nunc viverra quis. Nullam magna nibh, condimentum a cursus sit amet, varius ac ante. Nam in eros ac urna dapibus pharetra. Pellentesque viverra congue laoreet. Etiam sodales nunc et ante rhoncus convallis. Aenean sodales hendrerit ornare. Maecenas ipsum mi, mattis a convallis vitae, convallis id ligula. Sed feugiat pulvinar hendrerit. Aliquam erat volutpat. Donec pretium molestie turpis, ac sodales lacus pulvinar vitae. Donec tristique est ac magna volutpat eu varius magna cursus. Praesent vel metus mattis tortor placerat molestie id iaculis est. Nulla nec felis quis tortor tempus eleifend at at lacus. Nulla purus quam, condimentum et interdum vitae, malesuada facilisis dolor. Nulla facilisi. Sed ultricies lacinia leo, sed interdum sem egestas sed. Quisque ut justo velit, eu tempus nulla. Mauris nec libero vitae ligula imperdiet luctus. Aenean erat sem, sodales vel dignissim eu, varius eget sem.

Atentamente,

Jose Fernando Lenis Manager Le Petit

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repostería rt aesanal

repostería rt aesanal

repostería rt aesanal

repostería rt aesanal


Pixsmart Pixsmart is a Colombian photography company that operates in the United States and Latin America, through an online platform, photo bank, and application for Smart-devices. This pioneer in Latin America believes that anyone can make great images, using last generation smart-devices. They have designed a platform where each user has a profile, uploads, edits, and sells images with just a few clicks. The app was designed for Apple and Android smart devices; with it you can make a better use of your device´s camera (DSLR-like manual mode), edit images, assign their rights or permits, upload, and sell them instantly. Their ambition is to offer this idea to inspired customers all around the world, and offer additional services such as digital printing, retouching, prints for shirts, among others. It is fun, fast, and easy to use.

mfernandez@pixsmart.net +57-(312)-735-1313 www.pixsmart.net

Sr. Luis Rivera Jefe de atención al cliente Movistar Ciudad. Cordial saludo, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent a placerat leo. Nullam sit amet ligula in turpis auctor imperdiet ac sed nunc. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Etiam adipiscing condimentum tortor, ut aliquet diam tincidunt id. Nam dictum, elit sed condimentum adipiscing, ante est ornare mauris, ac pellentesque quam augue quis justo. Suspendisse adipiscing laoreet ligula ac consectetur. Fusce placerat augue et ante vehicula scelerisque. Cras lorem lectus, dapibus in blandit nec, aliquet non tortor. Fusce ac nibh mauris. Nullam feugiat consequat lorem at vulputate. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed in eleifend nisl. Donec orci neque, laoreet sit amet venenatis vitae, dignissim pellentesque neque. Nulla sed dignissim nisl. Etiam condimentum scelerisque quam, quis sodales mauris blandit eget. Integer mattis sem sit amet justo ultrices sit amet elementum arcu tincidunt. Nunc condimentum feugiat diam, tristique malesuada arcu vulputate at. Cras tempus luctus nunc a iaculis. Mauris egestas porttitor lectus, eu sagittis nunc viverra quis. Nullam magna nibh, condimentum a cursus sit amet, varius ac ante. Nam in eros ac urna dapibus pharetra. Pellentesque viverra congue laoreet. Etiam sodales nunc et ante rhoncus convallis. Aenean sodales hendrerit ornare. Maecenas ipsum mi, mattis a convallis vitae, convallis id ligula. Sed feugiat pulvinar hendrerit. Aliquam erat volutpat. Donec pretium molestie turpis, ac sodales lacus pulvinar vitae. Donec tristique est ac magna volutpat eu varius magna cursus. Praesent vel metus mattis tortor placerat molestie id iaculis est. Nulla nec felis quis tortor tempus eleifend at at lacus. Nulla purus quam, condimentum et interdum vitae, malesuada facilisis dolor. Nulla facilisi. Sed ultricies lacinia leo, sed interdum sem egestas sed. Quisque ut justo velit, eu tempus nulla. Mauris nec libero vitae ligula imperdiet luctus. Aenean erat sem, sodales vel dignissim eu, varius eget sem. Atentamente,

Andrés Caicedo chief executive officer pixsmart

avenida 5ta norte # 6-45 bogotá, colombia +57-(315)-592-6643 info@pixsmart.net www.pixsmart.net

Guias diseño de Marca archivos + manual + otros

149


Editorial design project about a pocket book that discusses the appearance of tablets, and the future of books. The book was diagrammed and the cover was designed.

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Bajo el título. “La letra digital. Retos e interrogantes alrededor del libro electrónico”, se intentó de nuevo poner u n poco m ás d e claridad sobre algunos asuntos clave del cambio de modelo, como la evolución de los soportes y de los formatos en el á mbito del libro digital, las nuevas formas de leer y escribir e n este nuevo entorno, ventajas e inconvenientes del cambio digital e n el sector y , cómo no, el problema del DRM, es decir, la posible invasión pirata en las islas editoriales y la piedra en el camino que supone para el acceso a los libros digitales por parte de los lectores.

andr és v elasco

Dónde Están los Libros


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ElderWeb Brand identity project for an award-winning research site for professionals and family members looking for information on aging, eldercare, and long term care.

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Photography


Photography

In this section you can appreciate photos taken while studying at the Pontificia Universidad Javeriana, and in my free time. All photos were taken using an SLR camera in manual mode with different lenses.

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Copyright © 2017 ANDRÉS VELASCO. All rights reserved. W: www.andresvelasco.co M: andres@andresvelasco.co

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