FINDING MY WAY I was a curious toddler devoted to educational kids’ shows and browsing through books filled with engaging imagery. I often wandered through the house collecting treasures to lay out on the floor to review. At first, my parents found this endearing; but grew tired of picking up my collected references. They went and bought me something I had never seen before—a blank notebook. Then came the box of crayons and just like that, a whole new world was unlocked. My passion for drawing colorful images began. As I grew up, my affinity with drawing and learning flourished. Planners became sketchbooks and old assignments became new canvases to adorn with pens and pencils. Friends asked me to draw random things for them and I became known as the girl who loved to draw. Once I got to college, I stumbled upon graphic design. This triggered a surge of nostalgia as I unlocked a compelling new world; a world where I felt I belonged.
INSTRUCTORS Candice Lopez COURSE Portfolio Building CATEGORY Branding TYPEFACES Termina & Azo Sans
SEAPORT FISH TALES OVERVIEW The seaport fish tales educational campaign aims to raise awareness about the different species of fish found in San Diego waters and is targeted towards locals and tourists. This project was a real world collaboration with the Scripps Birch Aquarium and Seaport Village. APPROACH I created a series of environmental banners along with an informational catalogue. Each of the banners feature an illustration of a local fish accompanied by a quick fact. The banners feature a link to the campaign’s website for people wanting a more in depth analysis of each species. The catalogue, which will be available at the Tuna Harbor Dockside Market, educated new customers on each fish by featuring easy and inspiring recipes. Termina was chosen for the headings for the strength of its extended letterforms at larger sizes and simplicity at smaller sizes. It was mixed with Azo Sans; whose humanistic nuances make it a pleasant read in longer texts. A blue color palette helps tie everything together with a nautical flavor.
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Design Thinking
DESIGN BRIEF Overview Seaport Village sought an innovative way to educate locals and tourists about the local fish species and bring more people down to the bay; specifically on Saturdays to encourage buying local at the Tuna Harbor Dockside Market. A series of initiatives were created to increase foot traffic to Seaport and create awareness of the fish and where to buy them through education.
Marketing Strategy A marketing campaign will be created to target San Diego natives and tourists ages 20-45 who support buying local. A series of environmental banners and a website will be designed to inform people of the local fish species. The campaign’s website will mention the Dockside Market and list which species are available for purchase. By placing the banners around Seaport, awareness of the local fish and the Dockside Market will increase; bringing more people to the venue. An informational cookbook will be designed for the Dockside Market to educate consumers on how to prepare their purchased fish. The instagram will be used to educate people on fish facts, recipes, and the Dockside Market/Seaport Village.
Products Environmental banners, website, cookbook, instagram, and pins will be created to advertise the campaign.
Consumer Attitudes Eating healthy and being aware of where one’s food comes from will never go out of style. Local, wild-caught seafood is an excellent source of protein, healthy fats, vitamins, and minerals. Eating local also reduces our carbon footprint while sustaining the livelihoods of fishermen and coastal communities; ensuring that fishing remains a viable industry for future generations of San Diego fishermen. Buying directly from fishermen keeps your money circulating in the local economy as well. The campaign’s message is well positioned to resonate with San Diegans and tourists who practice conscious eating and care about supporting the local fishermen.
Design Implications Logo/Identity: Seaport Fish Tales requires an identity that is in line with Seaport’s friendly, welcoming vibe in order to appeal to the target demographic. The identity will mainly be used on the banners and website. Color/Mood: A blue and white color palette will depict the campaign’s oceanic vibe and provide good contrast between the fish illustrations and text. It will give the campaign an engaging, humanistic personality.
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CINDY SANTANA
TITLE: Seaport Fish Tales
LO G O
CO LO R PA L E T T E
T YPOGR APHY
Termina
Azo Sans
ABCDEFGHIJKLMN
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
OPQRSTUVWXYZ
I L LU S T R AT I O N S
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CATEGORY: Branding
COURSE: Portfolio Building
TERM: Spring 2019
PROJECT: 01 02 03 04 05 06 07 08
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CINDY SANTANA
TITLE: Seaport Fish Tales
CATEGORY: Branding
Front of banners.
WAHOO
Peak Season: Sept. — Oct. Best known to sports fishermen, its speed and high-quality flesh make it a sought after, prized game fish. thdock sidemarke t.com
Back of banners.
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COURSE: Portfolio Building
TERM: Spring 2019
PROJECT: 01 02 03 04 05 06 07 08
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TITLE: Seaport Fish Tales
CATEGORY: Branding
COURSE: Portfolio Building
TERM: Spring 2019
PROJECT: 01 02 03 04 05 06 07 08
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INSTRUCTOR Bradford Prairie COURSE Page Layout CATEGORY Editorial TYPEFACES Danmark, MTT Milano & Gotham
NUMINOUS OVERVIEW Numinous is a quarterly subscription magazine that features various street art related subjects such as music, breathtaking murals, graffiti, special events, and interviews with some of the most influential street artists to date. The magazine targets individuals ages 18-35 that have an affinity for street art and the culture surrounding it. APPROACH The word “Numinous” suggests that something is mysterious or spiritual; usually appealing to your emotions or aesthetic sense. This is the spirit and brand voice of the magazine. To communicate this, I featured an engaging piece of art on the cover along with a stenciled masthead on a black background for contrast. By keeping the text and art separate, it gives the publication an efficient layout and premium feel to differentiate it from other street art magazines. This minimalistic approach entices new readers; leaving them wanting more. A twelve column grid system was used for layout flexibility. Gotham was used in spreads for its geometric, fresh style with humanistic qualities. Besides black, the minimalistic color palette includes cyan and magenta; which are used as accent colors. The consistent use of black contrasts the vibrant street art while magnifying the publication’s edgy vibe.
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TITLE: Numinous
CATEGORY: Editorial
COURSE: Page Layout
TERM: Fall 2017
PROJECT: 01 02 03 04 05 06 07 08
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TITLE: Numinous
CATEGORY: Editorial
COURSE: Page Layout
TERM: Fall 2017
PROJECT: 01 02 03 04 05 06 07 08
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INSTRUCTORS Sean Bacon & Candice Lopez COURSE Portfolio Building CATEGORY Branding TYPEFACES Futura & Primus Display
CYGNUS OVERVIEW Cygnus is a co-ed, summer space camp in Los Angeles that aims to inspire and inform teens ages 11-16 interested in pursuing a space related career. This indoor camp exposes participants to a range of technology, activities, and dedicated staff; the ideal environment for curious minds wanting to find their way to the stars. With the help of its sponsors, Cygnus arranges different field trips and events each year; making each annual experience one of a kind. APPROACH The space camp had to appeal to its primary target audience as well as a secondary audience; the parents of the campers. With this in mind, I designed a simple, sincere combination mark for the brand. The website embraces elements of the logo and pairs well with the style of imagery. This peaks the viewer’s interest while differentiating Cygnus from other space camps. I developed a pattern based on the mark that was used on other branded applications; revealing the fun, quirky side of the brand. To communicate the playful tech personality of the brand, I created a custom typeface, Primus Display, inspired by various futuristic & sci-fi fonts. The geometric typeface, used in the website and other branded applications, gives the space camp a bold voice and helps invoke a sense of trust and excitement while retaining legibility and an innovative feel. I paired it with Futura, a geometric sans-serif typeface with an appearance of efficiency and forwardness.
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PROJECT: 01 02 03 04 05 06 07 08
Design Thinking
NAMING I took a creative, strategic approach to naming a new, indoor summer space camp located in Los Angeles. I needed something that hinted at space and would look strong as a logo on branded applications and a website. With this mark, I aimed to peak the interest of curious kids ages 11-16 eager to explore the realm of space. The name must be: Meaningful Communicates the essence of the brand & supporting imagery and text. Distinctive Be unique & easy to remember, prounounce and spell Positive Should have positive connotations. Visual Works well as a logo, in text, and brand architechture. Protectable Available domain, can be owned and TM. Future-Oriented Positions a company for changes and growth.
COMPETITOR NAMES: Astro Camp Space Camp Camp EDMO Fleet Science Center Science Adventures Alien Adventure Camp Camp Kennedy Space Center Camp Tech Revolution UCLA Virginia Space Flight Academy
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TITLE: Cygnus
CATEGORY: Branding
COURSE: Portfolio Building
TERM: Fall 2018
PROJECT: 01 02 03 04 05 06 07 08
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CINDY SANTANA
TITLE: Cygnus
LO G O
A LT E R N AT I V E LO G O S
CO LO R PA L E T T E
T YPOGR APHY
Arkhip
Futura
ABCDEFGHIJKLM N
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
OPQRSTUVWXYZ
GR APHIC ELEMENTS
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CATEGORY: Branding
COURSE: Portfolio Building
TERM: Fall 2018
PROJECT: 01 02 03 04 05 06 07 08
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CINDY SANTANA
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TITLE: Cygnus
CATEGORY: Branding
COURSE: Portfolio Building
TERM: Fall 2018
PROJECT: 01 02 03 04 05 06 07 08
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CINDY SANTANA
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TITLE: Cygnus
CATEGORY: Branding
COURSE: Portfolio Building
TERM: Fall 2018
PROJECT: 01 02 03 04 05 06 07 08
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CINDY SANTANA
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TITLE: Cygnus
CATEGORY: Branding
COURSE: Portfolio Building
TERM: Fall 2018
PROJECT: 01 02 03 04 05 06 07 08
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INSTRUCTORS Sean Bacon & Candice Lopez COURSE Portfolio Building CATEGORY Branding TYPEFACES Whitney
SUBIR CULTURAL HUB OVERVIEW The Students Uplifted By Institutional Reform (SUBIR) Cultural Center at San Diego City College is dedicated to helping City College increase its culture of inclusion through cross cultural awareness workshops, activities, peer mentoring, and a resource center for Dreamers. The center’s overall goal is to become a safe space for students on campus. The primary audience is a diverse group of students ages 18-25 and a secondary target audience of culturally divergent 26-45 year olds. APPROACH SUBIR needed its branding to be approachable, colorful, and trustworthy. To solve this, I collaborated with a team of colleagues on this real world project to develop different aspects of the brand. Our identity system consisted of a parent logo, sub logo, a mid century inspired color palette, and series of cultural patterns that best suited the center’s needs. The font Whitney was used for its warmth, friendliness, and readability. Using the identity system, I designed a series of digital posters featured on the large monitor in the center. They feature cultural heroes paired with a motivational quote and respective ethnic pattern. Faded background images symbolize achievements they were well known for. The illustrations serve to connect diverse students to the center and provide a sense of belonging. A mobile website was created that students could easily access on campus to get information about the center.
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TITLE: SUBIR Cultural Hub
CATEGORY: Branding
COURSE: Portfolio Building
TERM: Spring 2018
PROJECT: 01 02 03 04 05 06 07 08
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CINDY SANTANA
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TITLE: SUBIR Cultural Hub
CATEGORY: Branding
COURSE: Portfolio Building
TERM: Spring 2018
PROJECT: 01 02 03 04 05 06 07 08
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INSTRUCTORS Bradford Prairie COURSE Page Layout CATEGORY Branding TYPEFACES Avenir & Baskerville
JIU LONG OVERVIEW The Jiu Long Palace is a moderately priced Chinese restaurant located in Las Vegas inside the Cosmopolitan Luxury Resort and Casino. The restaurant, specializing in authentic Cantonese cuisine, features a variety of mouthwatering dishes, drinks, and desserts. Its customers are foodies ages 30-50+ and casino regulars looking for a convenient, distinctive bite to eat. APPROACH To set the restaurant’s menu apart from countless restaurants in this zone, I created a minimalistic grid system to aesthetically organize the menu items. The menus were paired with a set of leather menu boards and a minimal black and gold palette to communicate a sense of sophistication and elegance to its clientele at an affordable price. Avenir was used for the headings for its harmonious and sensible appearance that make it suitably refined and elegant. For clear contrast, it was paired with Baskerville; a transitional typeface with crisp lines and geometric construction. A pattern was created to convey the brand’s feel of authenticity while adding a hint of playfulness.
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Design Thinking
DIFFERENTIATION Chinese food is a popular cuisine that is loved by many. Although it is widely consumed as take out food, there are plenty of successful Chinese restaurants that offer a different experience for consumers looking for more than just a quick bite to eat. Jiu Long differentiates itself from the competition by not using red and gold together as brand colors as well as positioning itself at a mid range price point. It targets foodies and casino regulars ages 30-50 by offering authentic Cantonese cuisine in a comfortable environment, at an affordable price.
CHINA POBLANO China Poblano is a competitor located inside the cosmopolitan. They combine the flavors of China and Mexico to create a niche cuisine offered at a low price. Jiu Long differentiates by sticking to traditional Cantonese cuisine.
RED PLATE Red Plate is another competitor in the cosmopolitan. It offers a multi-regional Chinese cuisine to its customers at a premium price. Jiu Long’s mid range pricing targets those customers who wish to have a similar experience at a lesser cost.
MOTT 32 Mott 32 is a high end establishment in the Venetian Resort that captures the dynamism of NYC’s vibrant Chinatown. Their use of gold inspired Jiu Long to differentiate by pairing gold with black to create a more upscale feel for its customers.
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CINDY SANTANA
TITLE: Jiu Long
LO G O
A LT E R N AT I V E LO G O
CO LO R PA L E T T E
T YPOGR APHY
Avenir
Baskerville
ABCDEFGHIJKLMN
A BCDEFGHIJKLMN
OPQRSTUVWXYZ
OPQRSTUV W XYZ
PAT T E R N
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CATEGORY: Branding
COURSE: Page Layout
TERM: Fall 2017
PROJECT: 01 02 03 04 05 06 07 08
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CINDY SANTANA
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TITLE: Jiu Long
CATEGORY: Branding
COURSE: Page Layout
TERM: Fall 2017
PROJECT: 01 02 03 04 05 06 07 08
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INSTRUCTOR Candice Lopez COURSE Portfolio Building CATEGORY Packaging TYPEFACES Josefin Sans & Montserrat
NEW B. CLASSICS OVERVIEW New B. Classics is a series of classic books, published by HMH books, that feature Newbery award winning books written by women, for women. This series features diverse stories targeting young girls, ages 11-17, who enjoy reading. These dynamic stories, written by female authors, are considered the new generation of classics. HMH wanted the collection to look unified, feminine and playful. APPROACH Each book set, featuring three authors with stories in different genres, are united with a belly band. The double sided strip highlights brief bios of the female authors. The covers use a series of decorative patterns and illustrations which were inspired from the title, the symbols, and the objects related to each story. The patterns printed on dust jackets give the books a classic, but youthful feel while helping to decrease the cost of production. A belly band was chosen instead of a box to help differentiate from other classic sets while giving readers information about the inspiring women behind the books.
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PROJECT: 01 02 03 04 05 06 07 08
Design Thinking
MIND MAP
Patterning I did some research on the featured books. Then, I made a list of themes related to each story to use as a starting point to brainstorm symbols for each pattern. I created the central illustrations using the same process.
Color I chose a bright, analagous palette to depict a youthful, feminine nature and bring a pleasant contrast between the illustrations and the background of the book. I chose a cream and blue palette for the bellyband to keep the design from getting too busy. The two palettes meshed well with each other and helped unify the system.
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TITLE: New B. Classics
CATEGORY: Packaging
COURSE: Portfolio Building
TERM: Spring 2019
PROJECT: 01 02 03 04 05 06 07 08
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TITLE: New B. Classics
CATEGORY: Packaging
COURSE: Portfolio Building
TERM: Spring 2019
PROJECT: 01 02 03 04 05 06 07 08
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INSTRUCTORS Sean Bacon & Candice Lopez COURSE Portfolio Building CATEGORY Typography TYPEFACES Gillbert, Impact, & Adelle sans
GET OUT THE VOTE OVERVIEW The get out the vote campaign is a series of voting posters produced by HRC, the Human Rights Campaign organization, targeting the LGBTQ community. The posters aim to raise awareness of LGBTQ community and political issues to drive voters to the polls. To reach this dynamic audience, it was vital to create informative, visually appealing, and engaging posters. APPROACH I crafted typographic portraits of celebrities popular in the LGBTQ community, designed to catch people’s attention and convey information to the community in an ingenious way. This celebrity endorsed campaign connects voters to people they admire. The portraits use condensed sans-serif typography for thick strokes, compressed spacing, and minimal interior counter form. Gilbert, a font originally designed for the LGBTQ community, is used in striking headlines and statements that could live on banners at rallies and protests. The typeface also provided the rainbow gradient in the portraits that helped breathe life into the imagery and make it stand out.
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CINDY SANTANA
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TITLE: Get Out The Vote
CATEGORY: Typography
COURSE: Portfolio Building
TERM: Fall 2018
PROJECT: 01 02 03 04 05 06 07 08
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INSTRUCTOR Bradford Prairie COURSE Web Page Design CATEGORY Website TYPEFACES Halis Rounded
MUSIC BOX OVERVIEW Music Box is the premier concert venue and event space in downtown San Diego. Situated in Little Italy, the venue features a diverse array of talented performers including nationally celebrated artists, local legends, and up and coming acts. They were in need of a new website that was easy to navigate, modern, and would help increase ticket sales. APPROACH To help differentiate the venue’s website from competitors, I embraced the music box theme and utilized elements of the brand logo throughout the layout. An equalizer motif and custom footer were created to be featured on every page of the site. By pairing these elements with an energetic color palette and lively images, the website communicates the brand’s personality while remaining stylish and contemporary. To address the needs of Music Box’s young, active audience, special attention was paid to optimize the website for mobile. A card system for the show schedule was used for its flexibility across breakpoints. Vibrant duotone imagery is layered with large typography for a bold, dynamic look. The Halis Rounded type family was the perfect choice to complement the imagery. With rounded corners, this font is much softer and more human than its non-rounded counterpart, while preserving strong readability.
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PROJECT: 01 02 03 04 05 06 07 08
Design Thinking
PERSONAS
NOAH SMITH 20% Age: 30 Status: Single Income: $66,080
80% Location: San Diego, CA Occupation: Physical Therapist Personality: Easygoing
Noah is a San Diego native that lives in North Park with two roommates. He enjoys going to concerts in his free time. He uses his phone to browse through venues in town and find out important concert information. His core needs in a website are trendy visuals, easy navigation, and pages listing event information.
JAMES LI 50% Age: 50 Status: Married Income: $78,490
50% Location: San Diego, CA Occupation: Marketing Manager Personality: Hardworking
James works for a company in downtown San Diego. He helps his company find venues to rent out for special events. He needs a website with simple navigation, striking visuals, and accurate venue information.
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TITLE: Music Box
CATEGORY: Website
COURSE: Web Page Design
TERM: Fall 2018
PROJECT: 01 02 03 04 05 06 07 08
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TITLE: Music Box
CATEGORY: Website
COURSE: Web Page Design
TERM: Fall 2018
PROJECT: 01 02 03 04 05 06 07 08
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INTO THE
uti ful bea NORTH
Marketing Campaign English Booklet Series Personal Identity
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Theatre Play Cannabis Baked Goods San Diego Playhouse
Vegas Chinese Restaurant Summer Space Camp Casual Mexican Restaurant
INTO THE
uti ful bea NORTH
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THANK YOU This page is dedicated to everyone who helped me through this process. I couldn’t have done it without you. Thank you mom for providing me with emotional support when I needed it most, for reminding me to eat and sleep, and for being a great mom in general. Thank you dad for helping to keep my spirits up with your funny jokes, keeping the car maintenanced, and helping me find random objects needed for my book. You are both wonderful parents and I am extremely grateful to have you in my life. Your endless love, care, and support helped me make this book possible. A huge thank you to my amazing boyfriend Ian for staying by my side through thick and thin. Thank you for believing in me, supporting me, and helping me stay motivated even when the going got rough. Thank you to all my teachers and the amazing faculty at city college for all you have taught me. Thank you Eugene for your life talks and help with photoshop throughout the years. Thank you Norm for helping my designs come to life. Special thanks to alumni Heber for making my cover in a pinch! I don’t know what I would have done without your help. I am eternally grateful for Candice, Bradford, and Sean. You are the most amazing teachers I’ve ever had. Thank you for constantly pushing me to improve my work and for giving me a chance to make this book happen. The time, dedication, and passion you give your students inspires me to become the best designer I can be. To all my friends and classmates at city, thank you for making my time there fun and enjoyable. Special thanks to the portfolio class of 2019. I appreciated all the feedback, encouragement, and knowledge I got from such talented individuals throughout this chaotic process. I wish you all the best!
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COLOPHON DESIGNER Cindy Santana
DATE May 2019
CONTACT scindy82@yahoo.com
TYPEFACE Museo Sans
PRINTER Canon Pixma Pro-100
PHOTOGRAPHY Bradford Prairie Cindy Santana
COPYRIGHT © 2019 CINDY SANTANA All rights Reserved. No portion of this book may be used or reproduced without written permission from the author. All images taken from the internet are for inspiration only. Some of the photography and icons are from Adobe Stock, Unsplash, Dreamstime, and The Noun Project.
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