Carmen Zagazeta Portfolio

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SELECTED WORKS

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CONTENTS

CHAPTER NAME

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TA B L E O F C O N T E N T S

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INTRODUCTION

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REAL PERU

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HUMAN MONSTERS

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PA I N T E D B L AC K

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G R E AT O U T D O O R S

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COSAS IMPOSIBLES

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W H AT ’ S N E X T

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D E D I C AT I O N

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COLOPHON

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“There are dark shadows on the earth, but its lights are stronger in the contrast.”

— Charles Dickens

For me, design comes from a great tension of opposites; the greater the contrast, the greater the potential.

A well executed juxtaposition of disparate elements creates a rare complexity and whimsical beauty that has the power to elevate design to more than the mere sum of its parts.

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CHAPTER NAME

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01 02 03 04 05 06

YEAR

PROJECT DESCRIPTION

Spring 2020.

Brand redesign for the defunct airline Aeroperú. Was tasked with creating a new logo, name, branding system and suite of deliverables to express the new direction.

COURSE

The Nature of Identity.

INSTRUCTOR

Sandra Isla.

KIND OF PROJECT

Branding, print, digital and environmental.

DISCIPLINE

Graphic Design.

PROJECT CONCEPT

The new brand created, Trueperú centers its soul on authenticity; on real representations of Perú and its people. It uses gritty photos, textures and an ethnically rooted colors to express the brand attributes.

Through this rebrand, I reimagined the airline as a new business; a travel company that offers authentic experiences for travelers that want to immerse themselves in the country.

Travellers are paired with a host family and participates in unique “off-the-beaten-path” excursions. Additionally, guests download an app for peruvian slang and a personalized cookbook from their host family. Finally, the brand offers Piola, a clothing line sourced exclusively from local designers. Piola’s trendy outfits help the traveler blend in and participate in peruvian culture.

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REAL PERU

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REAL PERU

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REAL PERU

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REAL PERU

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REAL PERU

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REAL PERU

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CHAPTER NAME

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CHAPTER NAME

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REAL PERU

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REAL PERU

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REAL PERU

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REAL PERU

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HUMAN MONSTERS CHAPTER NAME

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PROJECT DESCRIPTION

Fall 2018.

A film festival featuring director Guillermo Del Toro. The design aims to encompass all aspects of the experience, from tickets to signage, mobile app, website, animated logo and covetable packaging.

COURSE

Integrated Communications.

INSTRUCTOR

Erin Canoy.

KIND OF PROJECT

Branding, print, digital and environmental.

DISCIPLINE

Graphic Design.

PROJECT CONCEPT

Monster in the Mirror is a festival that centers around dark fantasy; it celebrates the dark side of the human condition. The name Monster in the Mirror eludes to the main theme found in the featured films. Del Toro’s monsters tend to be compassionate and tender, while his human villains are the source of cruelty and horror.

This point of view is a way to tell stories from the perspective of “the other” and is a reversal of mainstream storytelling conventions.

The visuals play with duality: monster versus human, addressing it in visual form via juxtaposition and transparencies.

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HUMAN MONSTERS

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HUMAN MONSTERS

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CARMEN ZAGAZETA | ASSIGNMENT 5.2 - IDENTITY DEVELOPMENT FALL 2018 | GR 612 - INTEGRATED COMMUNICATIONS

HUMAN MONSTERS

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CRONOS THE DEVIL’S BACKBONE PAN’S LABYRINTH CRIMSON PEAK THE SHAPE OF WATER

CRONOS THE DEVIL’S BACKBONE PAN’S LABYRINTH CRIMSON PEAK THE SHAPE OF WATER

october thirty first to november first two thousand and eighteen mchenry museum modesto, california

october thirty first to november first two thousand and eighteen mchenry museum modesto, california

monsterinthemirror.com

monsterinthemirror.com

HUMAN MONSTERS

CRONOS THE DEVIL’S BACKBONE PAN’S LABYRINTH CRIMSON PEAK THE SHAPE OF WATER

CRONOS THE DEVIL’S BACKBONE PAN’S LABYRINTH CRIMSON PEAK THE SHAPE OF WATER

october thirty first to november first two thousand and eighteen mchenry museum modesto, california

october thirty first to november first two thousand and eighteen mchenry museum modesto, california

monsterinthemirror.com

monsterinthemirror.com

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HUMAN MONSTERS

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HUMAN MONSTERS

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HUMAN MONSTERS

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HUMAN MONSTERS

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HUMAN MONSTERS

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CHAPTER NAME

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HUMAN MONSTERS

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HUMAN MONSTERS

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HUMAN MONSTERS

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PAINTED K BLAC CHAPTER NAME

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01 02 03 04 05 06

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PROJECT DESCRIPTION

Spring 2017.

Typographic explorations of physical objects on nine manifestations of the color black.

COURSE

Type Systems.

INSTRUCTOR

Lian Ng KIND OF PROJECT

Experimental Typography.

DISCIPLINE

Graphic Design.

PROJECT CONCEPT

Black is one of the most referenced colors in civilizations around the world. Linked with death, decease, sorrow and fear, black has a bit of a bad rep. However, there are more meanings behind the word that aren’t always explored. These concepts were expressed by constructing real structures using materials such as paper, ashes, feathers, water, chalk and lights. Each execution pushes both the conceptual and formal aspects of typography in order to create a bespoke and well crafted expression of the color.

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PAINTE D B L ACK

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Black is one of the most referenced colors in civilizations around the world. Linked with death, decease, sorrow and fear, black has accumulated a bad rep. However, there are more meanings behind the word that aren’t always explored.

This project aims to f ind ways to express this color through experimental typography.

BLACK K CA L B IS THE NEW

CHAPTER NAME

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PAINTE D B L ACK

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CHAPTER NAME

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Black Hole

Word printed on paper, punctured by a pencil and scrunched tight.

A Black Hole is a a region of space having a gravitational field so intense that no matter or radiation can escape.

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PAINTE D B L ACK

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The Black Keys

Metallic black skeleton keys, glued to poster board.

In a piano, half tones —flats, or sharps— in between notes are differentiated by black keys in between the ivory ones.

PAINTE D B L ACK

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The Creature from the Black Lagoon

Letters glued to vinyl and submerged in agitated water.

The Creature from the Black Lagoon is a 1954 American black-and-white 3D monster horror film.

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PAINTE D B L ACK

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Black Swan

Feathers glued onto printed words. Each letter has more feathers than its predecessor.

CA R M E N Z AG A Z E TA

The movie Black Swan features a ballerina who imagines to be slowly turnns into a Black Swan due to her obsession with performing perfectly.

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Blackout

Copper string ligths over cardboard letterforms.

During blackouts, one can see emergency exits in places like airplanes or theaters thanks to the row of faint ligths that line the carpet.

PAINTE D B L ACK

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Black Lives Matter

Letterforms made out of human outlines in white chalk on a street-like surface.

An nternational activist movement, that campaigns against violence and systemic racism towards black people.

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Black Mold

Letterforms stenciled onto breathing masks and spray painted to look like mold.

Associated with poor indoor air quality that arises after fungal growth on water-damaged building materials..

PAINTE D B L ACK

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Mourning

Letterforms cut out of vellum, interlapping each other.

A period of grieving, marked by withdrawal from social events, wearing black clothing and quiet, respectful behavior.

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The Black Plague

Fireplace ashes glued to cardstock on the shape of blackletter script.

CA R M E N Z AG A Z E TA

The popular son “Ring around the Rosie” speaks of the horrors of the dear bodies burnt during the medieval Black Plague.

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PAINTE D B L ACK

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GREAT S O OUTDO R CHAPTER NAME

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PROJECT DESCRIPTION

Fall 2019.

To design a line of skincare products that embody the spirit of the Patagonia brand and that offer environmentally conscious alternatives that are specialized for climbers, hikers, campers and other outdoor minded people.

COURSE

Package Design: Advanced 3D Branding.

INSTRUCTOR

Thomas McNulty.

KIND OF PROJECT

3D Packaging.

DISCIPLINE

Graphic Design.

PROJECT CONCEPT

Patagonia elements is the only line of skincare specifically designed for the nature enthusiast, the hiker, the camper. Made with organic, ethically-sourced components and techniques. The packaging uses natural textures and dyes, as well as reusable and recyclable containers. The color palette, pattern and typography express closeness to nature, authenticity and relationship to the existing Patagonia brand.

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G R E AT O U T D O O R S

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G R E AT O U T D O O R S

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CHAPTER NAME

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CHAPTER NAME

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COSAS M I IL S O E P SB CHAPTER NAME

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PROJECT DESCRIPTION

Spring 2017.

Cosas Imposibles is a book about the life and work of singer-songwriter Silvio Rodriguez. There’s also a companion site where users can purchase the book.

COURSE

Type Systems.

INSTRUCTOR

Lian Ng. KIND OF PROJECT

Print and Web Design.

DISCIPLINE

Graphic Design.

PROJECT CONCEPT

Silvio Rodríguez is one of the most talented song writers in modern times. His music and lyrics are true forms of art, rivaling some of the world’s most acclaimed poets artists and musicians. The typographic choices thorough the book, and in particular the lyrics section, reflect the tone and tempo of the music, as well as the meaning of the words.

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CHAPTER NAME

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Black is one of the most referenced colors in civilizations around the world. Linked with death, decease, sorrow and fear, black has accumulated a bad rep. However, there are more meanings behind the word that aren’t always explored.

This project aims to f ind ways to express this color through experimental typography.

BLACK K CA L B IS THE NEW

COSAS IMPOSIBLES

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COSAS IMPOSIBLES

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COSAS IMPOSIBLES

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COSAS IMPOSIBLES

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COSAS IMPOSIBLES

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COSAS IMPOSIBLES

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COSAS IMPOSIBLES

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H W AT’S NEXT

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PROJECT DESCRIPTION

2020.

Design of an anniversary logo and visual system for the California Dental Association’s 150th anniversary year.

CO M PA N Y

California Dental Association.

ROLE

Graphic Designer.

Creative Director.

KIND OF PROJECT

Branding, print, digital and environmental.

DISCIPLINE

Graphic Design, Video, Motion Graphics.

TEAM MEMBERS

Heidi Tomlinson.

The challenge was to create a clearly distinct logo that incorporated the established brand elements, but that expressed the and legacy of 150 years of the association’s existence.

PROJECT CONCEPT

CDA’s rich heritage is filled with innovative ideas that have changed dentistry for the better; the only thing more remarkable than CDA’s legacy is their future. The logo and pattern are developed out of overlapping and multiplying the shapes of CDA’s trademarked chevron. This, plus the introduction of new vibrant colors to the otherwise unrelenting orange palette truly propel the brand into the future.

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CHAPTER NAME

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CHAPTER NAME

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CHAPTER NAME

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D E D I CAT I O N

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THANK YOU

To my beloved husband, for watching our children on endless weekends, moving plans around and making this journey possible.

To my friends and family for their support, patience and enthusiasm; you were the best cheerleaders a student could have.

To my children, for being my stongest inspiration and motivation, los amo con todo mi corazรณn.

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C O N TAC T

SCHOOL

crzagazeta@gmail.com

Academy of Art University

WEBSITE

CO M PA N I E S

carmenzag.com

California Dental Association

SOCIAL MEDIA

PA PE R

@carmenzagdesign

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Acumin Variable Concept IMAGERY

Unsplash iStock Adobe Stock Envato Elements California Dental Association PRINTING

Blurb, Inc.

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