Selected Works

CAMILA FERNANDEZ | SELECTED WORKS | MASTER OF ARTS | GRAPHIC DESIGN

2019//2021

Intro Purposeful. My main goal has always been for my design to be purposeful. I was born and raised in a country called El Salvador, one of my greatest inspirations and through my career I have had the honor to study various cultures both first hand and academically. I find great joy in diversity and I like to explore, dissect and learn from the multiple aspects of different cultures and brands as it helps me better establish a target audience in the research process of my work. My projects portray self expression contextually as well as visually. I enjoy exploring markets involving makeup and fashion as much as I enjoy studying topics concerning women empowerment, brand development and other aspects that are explored more in depth, which give this selection of works a variety of contextual and visual approaches.

Contents 06

Bobbi Brown Makeup Manual

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Annual Report Design

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Book Cover Series

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Medifem Branding

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Satori Studio Branding

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Virtual Event Branding

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Type Specimen

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B.A.L.C.A. Branding

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Type Experiments

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Morocco Home Edit

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P01 // BOBBI BROWN MAKEUP MANUAL

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Bobbi Brown took the cosmetic business by storm. Her brand has been a top leader and pioneer in the beauty industry for 30 years. Now is the time to refresh the brand and address a younger, design savvy audience.

Project Description This project is a redesign of Bobbi Brown’s makeup manual.

The objective was to completely change the visual layout of the book to fit designers as the new audience.

Solution Makeup is fun and personally, I have always considered makeup a form of art. Since my target audience were designers I wanted to portray how makeup and design can relate and visually coexist. The previous is done with the purpose of conveying the process, complexity as well as versatility of makeup through the lens of design.

Course Type composition

In the redesign my approach to create harmony was through the use of contrast in color and scale. I made use of strong imagery and typography that complimented and related to the written content of the book. Throughout the design of the book I related a lot to the techniques applied in makeup.

Words often used in the makeup world that influenced the redesign of this book include but are not limited to: framing, layering and highlighting.

Instructor John Nettleton Project Bobbi Brown Makeup Manual Deliverable Book Redesign Category Catalog

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P02 // ANNUAL REPORT REDESIGN

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Founded in 1837, Tiffany & Co is well known and merited for its luxury goods, especially jewelry, and has sought to market itself as an arbiter of taste and style. This project envisions the brand’s annual report through the lens of design while maintaining brand equity.

Project Description This project consisted of choosing a brand, taking their annual report and redesigning it with their new target audience as designers.

Course Type Systems Instructor David Hake Project Annual Report Design Deliverable Book redesign Category Catalog

Solution Tiffany & Co is a company known internationally and due to their signature color, their brand equity weights heavy.

However, as time progresses, so does the brand. Throughout their more recent visual representations, Tiffany has maintained a sophisticated that also explore innovation.

In the design of the annual report, I decided to approach color strategically as one of my main components. While the brand has their own proprietary color, I wanted to emphasize the versatility of it through various avenues. With a limited color palette, I explored various aspects of scale and hierarchy as well as imagery and space.

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P03 // BOOK COVER SERIES

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The following project approaches systems through a typographical solution. Most specifically, a system of book covers. The chosen books are Divergent, City of Bones and Twilight, diverse in their own context but unified by themes such as romance, action and fiction.

Project Description This project consisted of choosing three books and redesigning their covers to be a series by the same publisher.

The books had to be a system, while differing enough from one another.

Course Type Composition Instructor John Nettleton Project Book Cover Series Deliverable Book Cover Redesign Category Cover Design

Solution With a predominantly typographical solution, I decided to dissect each book contextually to determine what aspects I wanted to visually portray. All stories share similarities and differences, however the similarities that mainly drove the redesign of the book covers were tension and mystery.

In all three books there is a recurring theme of entrapment and disagreement so I decided to visually tackle this by making use of large scale in relation to the frame of the book cover as well as distortion of the letters.

The use of imagery was used to contextually emphasize the setting as well as environment of each of the stories. Imagery was also strategically used and placed to compliment and interact with the typography.

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P04 // MEDIFEM BRANDING

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For years, women of color have been one of the most challenged groups of society and continue to be to this day. This project is a tribute that seeks to communicate as well as envision solutions for the struggles these women face on a daily basis. The main concerns that drove this project are healthcare, wellness and safety.

Project Description This project consisted of creating a purposeful brand. As a result of this, there are three deliverables that portray the essence, purpose and mission of the brand and are functional and usable as well as they are informative and helpful to the users.

Course

Visual Thinking

Instructor

Sandra Isla

Project

Medifem Branding

Deliverable

Poster Series, Narrative, Mobile App, Event

Category

Branding

Solution As a woman of color, I experience life differently than other groups in society. Through personal experience as well as academics and research, I have studied many patterns in healthcare, wellness and safety that often relate back to women of color more than they do to other groups. For this reason, my initial brand exploration began by focusing on women’s essential needs and studying situations as well as environments that could be made more convenient or at times even accessible to women.

This project focuses on women empowerment and equality through meaningful and useful deliverables. The narrative of this project prioritizes on informing and creating awareness of issues that weigh in various avenues of women’s life. The Mobile App focuses on being functional and effective when seeking for appointments as well as other helpful events and resources. Finally, the event focuses on educating, facilitating and training women for various scenarios.

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P05 // SATORI STUDIO BRANDING

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The following project delivers a redesign of the brand Satori Yoga Studio, located in San Francisco, California.

The redesign was driven by the brand’s current messaging intentions, mission and vision, with the purpose of further and more efficiently emphasizing them.

Project Description This project required that we distinguished and analyzed a local brand’s messaging intentions, through the study of the current deliverables. This was done with the purpose of rebranding the business to further and more efficiently communicate to its target audience and customers.

Course Visual Literacy Instructor Hunter Wimmer Project Satori Studio Branding Deliverable Poster Series, Narrative, Website Category Branding

Solution I began by analyzing the poster satori yoga studio had on the street, outside of their business. Next to the other deliverables of the brand, I began to identify the more important contextual and commercial aspects about their brand and decided to establish hierarchy accordingly. The previous is done with the purpose to prioritize aspects of more importance in terms of commercializing and facilitating the process of becoming a client of the brand.

I made use of a limited color palette and circular shapes to emphasize the idea of balance and simplicity, while creating movement and visual interest that related back to the brand as a whole.

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P06 // VIRTUAL EVENT BRANDING

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This project is a branding of SEGD Voice’s event. The virtual event focused on large scale art as city branding, in relation to the new designs at Utah’s International Airport. The new architecture was designed and inspired by bringing the world’s natural wonders indoors.

Project Description This project consisted of branding and promoting a conference or event related to design.

Course Type Systems Instructor David Hake Project Virtual Event Branding Deliverable Poster Series, Mobile App, Website, Social Media Category Branding

Solution This event by SEGD Voices, explores and focuses on how nature can be used indoors to create art at a large scale. I decided to take this main goal and apply it to my design.

I began by choosing a color palette that included both warm and cool tones to represent the aspect of diversity in nature.

When constructing the art at the airport, the artist portrayed various ways in which nature can be adapted to interiors through elements such as texture, scale and size. I decided to further convey this idea and aspect of nature in my design by applying these elements and by including more abstract pictures that represented different forms of nature, in a more disguised way.

The different deliverables serve to promote the virtual event through social media as well as make the event more accessible to viewers.

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07//10

P07 // TYPE SPECIMEN

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The following type specimen showcases Mrs. Eaves and Mr. Eaves. The booklets studies the families by exploring differences in weights, scale, contrast and color.

Project Description This project consisted of creating a type specimen that showcased the selected typeface in a way that depicted the versatility, legibility and various other characteristics of the chosen typeface

Course Type composition Instructor John Nettleton Project Type Specimen Deliverable Two Booklets Category Typography

Solution I decided to create two booklets for this project. One for Mrs. Eaves and one for Mr. Eaves. The reason being, is I wanted each font to have its own booklet showcasing its multiple weights but at the same time, I wanted them to work together as a system.

The use of color was one of the factors that contributed to the harmony between both booklets. I chose colors that complimented each other for each book and used yellow as a highlight color on both of them.

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P08 // B.A.L.C.A. BRANDING

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B.A.L.C.A. stands for Bay Area Latinx Community Artists.

This project creates awareness of the select group of artists and their work by showcasing their art and insights of it through digital media.

Project Description This project required to select a group of artists or practitioners whose purpose or visuals needed more exposure to digital mediums and platforms

Course Digital Design Studio Instructor Phil Hamlett Project B.A.L.C.A. Branding Deliverable Mobile App, Website, Social Media Category Branding

Solution As a member or the Latinx Community I have often noticed the lack of appreciation for art within the community. As a result, I decided to make this project a tribute to Latinx artists in the Bay Area.

Visually, I wanted to create something unique but that wouldn’t take away from the artists work. I decided to use color to highlight specific details and information in a strategic way, contrasting vibrant colors with a dark background.

Furthermore, I ensured the art was showcased in an appropriate scale, while still providing specs and insights about the work being showcased.

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This experimental typography project makes use of a single font family and results in the delivery of a poster series and a trailer for the movie, The Girl on the Train.

Project Description This project began with experimentation of a single font family. Furthermore, the assignment required to pick a direction and a movie that the experiments could compliment or thereby, be modified to compliment the visual and contextual aspect of the chosen movie.

Course Type Experiments Instructor David Hake Project Type Experiments Deliverable Poster Series, Trailer Category Typography

Solution I began experimenting with Akzidenz Grotesk in various ways. I decided to print letters in different mediums and textures. I continued to approach alteration of the letters with use of water, fire, movement, between other techniques.

As my experimentations began to develop a look and feel, I chose the movie I would design the posters and trailer for, The Girl on the Train. I then began appropriating and digitally compressing some of my initial explorations to achieve visuals that portrayed the context of the movie.

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P10 // MOROCCO HOME EDIT

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This project explores Arabic type with contextual influence from the poem, The Fragrance of Violets. The explorations result in type compositions, then applied to home interiors, bringing to life the brand Morocco Home Edit and the collection Typographic Petals.

Project Description For this project I was assigned the poem The Fragrance of Violets. It was required to explore the components of the poem visually and contextually and then create something unique that could be portrayed in various deliverables.

Course Type Experiments Instructor David Hake Project Morocco Home Edit Deliverable Catalog, Poster Series, Mobile App, Website.

Category Experimental Typography Branding

Solution I began exploring with type in Arabic only through the use of various scales and weights. I proceeded to explore my poem contextually by selecting keywords and predominant themes. The poetry explored violets as a predominant topic which then inspired me to create a collection based and inspired by different type of flowers. Which is where the name of this collection, Typographic Petals, is born.

I proceeded to explore both English and Arabic typography, incorporating and visually relating them in different approaches. I then concluded in four categories with a select color palette for each that is then explored in the various patterns and compositions applied to home and interior items. These are then showcased through the deliverables of the brand Morocco Home Edit, in a catalog, poster series, mobile app and website to promote the products and facilitate customer experience.

‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫؟‬ ‫في‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫؟‬ ‫في‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫؟‬ ‫في‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫فيفيفيفيفيفيفيفي‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫فيفيفيفيفيفيفيفي‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫؟‬ ‫في‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫؟‬ ‫في‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫؟‬ ‫في‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫فيفيفيفيفيفيفيفي‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫في ؟‬ ‫فيفي ؟‬ ‫؟ ؟‬ ‫في‬ ‫في‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫؟‬ ‫فيفيفيفيفيفيفيفي‬ ‫في‬ ‫‪CAMILA FERNANDEZ // MA // SELECTED WORKS‬‬

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‫ف‬ ‫ف‬ ‫ف‬ ‫ف فففف فففف فففف‬ ‫ففف فففف فففف‬ ‫ف فففف فففف فففف‬ ‫ففف فففف فففف‬ ‫ف فففف فففف فففف‬ ‫ففف فففف فففف‬ ‫ف فففف فففف فففف‬ ‫ففف فففف فففف‬ ‫ف‬ ‫ف‬ ‫ف‬

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To My Family Thank you for being the greatest support system anyone could ever ask for. Through all these years in my graphic design journey, you never stopped believing in me. Thank you for your words of wisdom, encouragement and motivation as well as pressuring me to do the best I can. Thank you for always being there, showing up and allowing me to count on you and your unconditional love even through distance and specially, through tough times. Words can’t describe how heavy my gratitude and love weigh for you.

To My Instructors Mary Scott, Phil Hamlett, David Hake, John Nettleton, Hunter Wimmer, Ryan Medeiros and Jarrod Armour. Each one of you have had a strong impact in my career. Thank you for providing my work with an indescribable amount of feedback and motivation. You have taught me both career and life lessons that I hold onto dearly as they have influenced my perspective in life and design while further developing my skills and passion. Your patience and dedication are truly appreciated, as are your efforts to maintain a steady dynamic and an interactive environment in every class.

To My Friends Jasmeet Singh, Eunice Poon, Alejandro Guzman, Camila Chorro, Amanda Sanchez, Lucas McField, Blaise Guerriero and my classmates. Thank you for always being there. Thank you for your feedback but most importantly, your support and friendship. For always checking on me, taking care of me and reminding me of my potential. You have brought incalculable amounts of memories, joy and love to my life that I am forever grateful for.

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Title of Book Selected Works Contact Camila Fernandez camilafernandezdesign@gmail.com +1 8135052590 www.camilafernandez.design School Academy of Art University School of Graphic Design 79 New Montgomery Street San Francisco, CA, USA Major MA Graphic Design and Digital Media Instructor Mary Scott Typefaces Proxima Nova Adobe Garamond Photography Camila Fernandez Printing + Binding blurb.com Printing + Binding Mohawk Fine Paper Uncoated 100# Image Wrap

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CAMILA FERNANDEZ | CAMILAFERNANDEZ.DESIGN