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Dan Flores


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Dan Flores • ST RAT EG IC I MAGI NAT I ON


STRATEGIC IMAGINATION Stories set in science fiction, superheroes and fantasy captured my imagination as a child, and still do today.

My process is to understand what the client needs and then research, set goals, sketch ideas, write messages and create a thoughtful design. I have 20-plus years of experience in public relations and marketing for business associations, non-profits and the government. I believe mutually-beneficial relationships and strategic communcation helps my clients connect with employees, customers, other organizations and the community.

Dan Flores

The intangible forces of storytelling such as tension, restraint, metaphor, and allegory are built into human behavior. And combined with the visual influence of graphic design, it results in a strategic problem solving process with effective communication.

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These “modern-day myths” are a form of mythology, stories that influence society’s values, culture and norms, quietly nudging people in the right direction.

The client’s stakeholders, work culture, environment and traditions are important to understand at the beginning of a project. With this information, I can use the appropriate color, typography, composition, words, and imagery to communicate an emotion that inspires people’s thoughts into action. My strategic thinking and my fondness for imagination and “modern-day myths,” empowers me to make an effective brand identity, reach a client’s customer on an emotional level and make a positive difference.

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“I LOVE THAT

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IT TAKES YOU AN HOUR AND A HALF TO ORDER A SANDWICH.


T COMPANY NAME

Idle & Saunter Bocadillos

INSTRUCTOR Min Choi

PROJECT TYPE Branding

COURSE

Brand Identity & Packaging

PHOTOGRAPHY Pexels

25-55 urban males and females looking for space to relax or pick up food for the on-the-go lifestyle

QUOTE

“I love that it takes you an hour and a half to order a sandwich.” -Harry Burns, When Harry Met Sally

OBJECTIVE

Idle & Saunter is a casual sandwich shop and cafe serving bocadillos, which are small sandwiches with meats, cheeses and crusty bread. A a popular snack found in Barcelona, Spain. Visitors to Barcelona enjoy this snack while relaxing on a patio or walking through the city. Idle & Saunter’s business plan replicates this experience with a casual, open patio and delicious bocadillos. Customers can stay, snack, and relax, or take one to-go. Located on the edge of downtown, Idle and Saunter is the community space between home and the office.

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AUDIENCE

Dan Flores

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Idle & Saunter

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SOLUTION

Branding a local neighborhood bocadillo patio means bringing inspiration from Spain without the heavy-handed cliches of Spain. Idle & Saunter delivers a fun, fresh and modern tone. A warm yellow and gold color palette provides a bright attitude matching the warm bread. Hand drawn icons and illustration combined with the Gill Sans typeface support the friendly, personal voice. Casual black and white lines with a pop of golden yellow makes for an inviting and clean restaurant that serves a quick snack and relaxing patio.

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Bocadillos: modern, small sandwiches on-the-go 1

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Moodboard and business plan Moodboards help the brand elements tangible for the client. A clear business plan focuses the design into a targeted visual identity that can be used in marketing.

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Logo sketches Inspired by the visuals and discussion with the client, a range of logo ideas are explored to communicate the brand identity. Additional icon sketches are made during this process.

Moodboard and business plan

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Packaging and stationary sketches Packaging must carry the Bocadillo, a sandwich on long, thin bread. Unique packaging helps differentiate the brand. Ideas for the brand’s professional stationary ideas are explored.

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Logo sketches

Dan Flores

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Idle & Saunter Business Plan (summary) Executive Summary Idle & Saunter is a new restaurant that serves fresh bocadillos, a traditional street snack from Spain. The open patio concept is strategically located on the edge of downtown to meet customers (urban workers and residents on-the-go) walking between nearby residential neighborhoods, and during lunch breaks. Idle & Saunter will attract 35% new customers a year and will reach profitability by the end of year two. Keys to Success Idle & Saunter identified three keys that will be instrumental in its success. First, offer high-quality fresh and healthy food to clearly stand out from the competition. The next key is a location near a vibrant and active downtown mixed-use residential/business district to gain market share. The third key is a community-centric marketing campaign to build brand awareness and word of mouth endorsements. Food Idle & Saunter offers a menu of traditional Spanish bocadillos, salads, deserts and beverages. The food will be made-to-order, fresh and presented with a fun, friendly and modern feel. Services Idle & Saunter serves from early morning to late evening to maximize the opportunity for business. Peak service is lunch and dinner time. French batons will be used for its size and crusty exterior.

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Each customer can choose different fillings such as: smoked and dried meats, roast beef, turkey, ham, chicken, assorted vegetables and assorted cheeses. In addition, there will be several different salads available, both green as well as pastas, assorted deserts, espresso and coffee.

Market Segmentation Idle & Saunter has segmented the market into two distinct market segments: Residents working downtown This group is primarily from nearby residential neighborhoods looking for food as they enter downtown to go to and from work. Downtown employees This group is the people that live and work primarily in the downtown area. Competition and Buying Patterns Idle & Saunter ’s competition exists in many forms: Fast food This takes the form of the traditional fast food places such as McDonald’s, Burger King, as well as healthier alternatives such as Subway. Pizza Local pizza places serving by the slice. Deli: Most delis serve very basic, standard deli fare, generally sliced deli meats. Competitive Edge Idle & Saunter is positioned differently by celebrating Spanish food with affordable, made-to-order sandwiches. A community-engaged marketing campaign builds longterm relationships to develop return customers.


Exploring more visual identity with patterns Patterns were created to help expand the visual identity. Ther patterns used drawn icons inspired by restaurant items.

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Select typography In large displays and body copy Texta, a san serif typeface, communicates the brand with a clear, contemporary voice. The typeface partners well with the handwritten logo text.

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Color Palette A golden yellow represents the warm sun and tasty baked bread . A green accent color adds organic and natural freshness. Fun hand-drawn icons show modern-day Spain.

Packaging and stationary sketches

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Exploring patterns

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Typography

Texta ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 6

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Building visua l

Dan Flores

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Color Palette

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Dan Flores

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Mobile website, logo on polo shirt uniform, reusable to-g0 tote

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Dan Flores

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Dan Flores

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“WE

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SHAPE OUR BUILDINGS; THEREAFTE THEY SHAPE US


COMPANY NAME

American Institute of Architects conference, themed Poetic Building

INSTRUCTOR Sean Bacon

PROJECT TYPE

Branding - Conference

COURSE

Advanced Typography

PHOTOGRAPHY Unsplash

Experienced 40-55 male and female international architects

QUOTE

“We shape our buildings; thereafter they shape us.” -Winston Churchill

OBJECTIVE

The annual American Institute of Architects conference brings together people to learn, share and meet other professionals. This internationally-recognized conference held in New York, New York, promotes the impact, dignity and sophistication of the profession. Attendees are educated in design, art, materials, form, shape and culture. They know the effect buildings have on people, directing behavior, mood and thought, much like design. The theme’s design should honor the work and elevate the dignified industry.

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AUDIENCE

Dan Flores

Poetic Building

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SOLUTION

Inspired by the metaphor of buildings as visual poetry, the theme uses the typographic layout of a poetic stanza. Dramatic shapes and forms of words and buildings are used in an elegant design. The classic Didot typeface was used to represent the timeless New York aesthetic. A simple color palette of blue, light brown, black and white repeats the common colors of buildings. Form follows function for the event’s giveaway items and branding.

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Clarifying visual language

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Idea generation and mind mapping Thinking about different ideas and connections about the target market (architects) results in many ideas to create a meaningful theme.

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Logo sketches Typographic sketches revealed architecture is similar to the layout of a poetic stanza. Playing with the “building poetry” idea, I stacked the type to make a poetic and architectural logo.

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Word lists & mind mapping

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Layout sketches

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Layout sketches Once the logo style is selected, the page layout highlights each speaker with a unique type presentation providing a consistent tone, organizing the information for readers.

Logo sketches


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Promotional ideas

Select typography Experienced architects will recognize Didot, the selected typography for the conference’s brand. Didot signals an artful appreciation of shape and form, and New York’s sophistication.

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Color Palette: A bold and elegant color palette was picked to continue the emphasis on the classic history of architecture as a profession.

Typography Didot ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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design-oriented giveaways. “Form follows function,” with this group. They appreciate an item’s value and lasting utility.

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Dan Flores

conference giveaway ideas 4 Explore Attendees appreciate both professional and

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Color Palette

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Dan Flores Conference program cover and interior spreads with speaker pages, attendee event schedule and tour information.

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Branded conference website, speaker pages and attendee event schedule

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Dan Flores

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“ADAPT WHAT

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IS USEFUL, REJECT WHA IS USELESS, ADD WHAT IS SPECIFICALL YOUR OWN.


Ready San Diego wildfire preparedness program

INSTRUCTOR

Sean Bacon and Bradford Prairie

PROJECT TYPE

Rebranding of public awareness campaign

COURSE Portfolio

PHOTOGRAPHY Unsplash

AUDIENCE

Residents of San Diego County, 30-45, head of household

QUOTE

“Adapt what is useful, reject what is useless, and add what is specifically your own.” -Bruce Lee, Philosopher and martial artist

OBJECTIVE

The primary audience is 30-45, heads of household residing in San Diego County. Staying vigilant and preparing for an unexpected emergency is in everyone’s best interest, but human nature steps in, and people put it off until later. The County of San Diego’s Ready San Diego program seeks to give residents the tools to prepare and educate them in case of an emergency. The rebranding focuses on improving the overall branding through a wildfire awareness campaign.

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COMPANY NAME

Dan Flores

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Ready San Diego

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SOLUTION

Presented with a bright, attention-getting orange and blue, the high contrast color gets immediate attention. The typeface Gotham improves readability and familiarity. The layout used large scale vertical typesetting to draw interest and differentiate from other emergency vehicles.

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Dan Flores

Program branding on disaster relief van

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Dan Flores

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“THAT’S

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WHAT I DO, I DRINK .... AND I KNOW THINGS.


COMPANY NAME Fizzie Cocktail Mixer

INSTRUCTOR Sean Bacon

PROJECT TYPE Branding

COURSE

Advanced Typography

PHOTOGRAPHY Unsplash

25-45 females looking for a refreshing cocktail mixer to enjoy with friends at casual settings: brunch, poolside, and book club.

QUOTE

“It’s what I do. I drink and I know things.” -Tyrion Lannister, Game of Thrones

OBJECTIVE

Fizzie cocktail mixer is a flavored, carbonated mixer in a refreshing mix of complementary flavors. The marketplace of cocktail mixers is saturated and requires strong differentiation. The consumer is educated, has an eye for style, and enjoys traveling for quick trips with friends. Research into destinations and eras reminiscent of this target audience was conducted. Seeking a lighthearted design theme, the product is targeted towards women gathering with friends. The beverage is ideal where a light and refreshing drink would enhance the experience.

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AUDIENCE

Dan Flores

Fizzie Cocktail Mixer

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SOLUTION

Many destinations and eras are known for social drinking, but a gap in the marketplace of cocktail mixers reveals there is an opportunity for a brand with a Mid-Century Modern color palette and design. This style is known for its organic shapes that reflect a classy look with tasteful wit. Among competing brands, the style’s unique color palette and shapes make the packaging pop out on the shelf. The script typeface reminiscent of the era and the cheeky design invites women to take a four-pack to book club, or enjoy a refreshing drink at brunch.

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Mid-Century Modern: colorful, organic shapes an

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Idea generation/mind map Narrowing the consumer’s attributes helps define the brand. Working with the client to understand the product benefits helps find the right fit and niche within the marketplace.

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Mind map the theme

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Typography sketches

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Study with sketches Selecting the Mid-Century Modern theme means studying the forms, colors, and shapes. Attention to how the shapes are used will help the brand clearly communicate to customers.

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Researching stylish scripts The Mid-Century era was full of stylish script typefaces used on building signage and restaurants. Sketching different scripts with the name helped narrow readability.

Study the shapes and forms


nd stylish typography

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Strategic ideas

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Typography reflecting the era Futura was frequently used in the 1950’s at many publishing houses. This helped define the Mid-Century style. A contemporary script was selected to help modernize it.

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Color Palette Colors are bright and light, but not quite in the pastel range. The color palette was known for the “Atomic Era” of bold and bright color, but also some natural and cool hues for balance.

Typography

Palm Canyon

Futura

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 6

Color Palette • ST RAT EG IC I MAGI NAT I ON

Strategic business planning Instead of common beverage promotions at events, bars and sponsorships. Stylish events are opportunities to position and promote the on-brand Mid-Century design style.

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Dan Flores

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Branded bar coasters, promotional buttons, Instagram post

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Dan Flores

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“HUMAN

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HISTORY IN ESSENCE IS THE HISTORY OF IDEAS


COMPANY NAME RetroFuture Series

INSTRUCTOR Sean Bacon

PROJECT TYPE Page Layout

COURSE

Advanced Typography

ILLUSTRATIONS

British Journal public domain resource

AUDIENCE

QUOTE

“Human history, in essence, is the history of ideas.” -H.G. Wells, author

OBJECTIVE

RetroFuture is a set of books that celebrate the classic science fiction and fantasy stories that started as the foundation of the genre. The books have been published as far back as 1818, so the book covers must have a fresh and modern look. This set of books may have the stories everyone knows, but the book also highlights the authors, who were visionaries that saw future issues such as genetic engineering, colonization and powerful technology.

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45-55 urban males and females; pop culture fans looking to revisit the classic science fiction and fantasy stories.

Dan Flores

Classic book covers

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SOLUTION

The design of the covers were tied together through using visual textures relating to each book’s story. In War of the Worlds, the reader sees the Martian viewpoint with the electronic red screen staring at its own footprint. The ridged and watery surface of the ocean floor covers the book 20,000 Leagues Under the Sea. Finally, the scratched and sketched impressions of a mad scientist are layered, all building up to the frightening monster Frankenstein. In part, the covers were created using aluminum foil, historic illustration, digital effects, and cut paper. The typeface Klavika connected the books in the headers and supporting text.

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Inside book cover flap, and back cover/spines

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Dan Flores • ST RAT EG IC I MAGI NAT I ON

“TRAVEL

FAR ENOUGH YOU MEET YOURSELF

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COMPANY NAME San Diego Airport

INSTRUCTOR

Sean Bacon / Candice Lopez

PROJECT TYPE

Environmental graphics

COURSE

Portfolio building

PHOTOGRAPHY Unsplash

AUDIENCE

QUOTE

“Travel far enough, you meet yourself.” -Cloud Atlas, David Mitchell, author

OBJECTIVE

The San Diego Airport offers long-term and short-term parking for airline passengers. San Diego residents use the parking lots to transition to the airport terminal and back. The process can be stressful, especially when returning and trying to remember which parking shuttle is theirs. How can environmental design help passengers through this process, ease stress and expand the airport’s brand?

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San Diego airline passengers using long-term or short-term parking.

Dan Flores

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San Diego Airport

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SOLUTION

Design an “ecosystem” of circulating parking shuttles, illustrated with friendly animals having fun at local San Diego attractions. The colorful illustrations help passengers identify, differentiate and remember their shuttle. Local sponsors such as the San Diego Zoo, Torrey Pines Golf Course and Sea World promote to residents with exclusive signage space viewed by millions of people each year. The sponsorships also offset costs for the San Diego Airport. The airport’s brand extends outside to the passenger’s first touch-point: parking. The colorful shuttles circulate around the airport, creating an opportunity for branding, sponsorships and goodwill. Eye-catching environmental graphics result in a friendly atmosphere that entertains passengers and lightens the stress from the parking lot to the plane.

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Larger than life: Environmental graphics inform 1

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Dan Flores

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Stakeholder needs and inspiration Understanding the emotional and practical needs of stakeholders builds fresh perspectives for the client to improve the environmental design and sometimes find cost-saving options.

Outline the client’s objectives

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Outline the client objectives Listening to the client and walking the space helps identify the challenges and opportunities for the client and passengers. This approach can reveal unique design approaches/opportunities.

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Searching for tone and mood with sketches Abstract shapes, crossing a finish line, and playing with scale were explored until the idea of an ecosystem was selected: animals circulating in the streets!

Consider stakeholder needs

Sketches - what if?... ... the Airport’s parking lot was an “ecosystem”, where passengers see larger-than-life images circulate from parking lot to drop-off ?


m, educate and entertain Select typography The San Diego Airport already uses the typeface Gotham in beanding. The same typeface was selected to keep the branding consistent inside and outside the facility.

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Color Palette Passengers understand that the green and blue color palette defines the identity of the short-term and long-term parking lots. Illustrations used similar colors and values.

Typography

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Benefits of environmental graphics Wayfinding systems are important to airports, creating an easy system for passengers to find what they need. Comparing the design with stakeholder’s challenges help meet the goals.

Color Palette Primary colors differentiate between parking lots

Gotham ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Benefits of environmental graphics STAKEHOLDERS

CHALLENGE

SOLUTION

Passengers

Transition from parking lot to the airport terminal with the least amount of stress, and be able to remember sand identify the shuttle upon return.

Color-coded bus and illustrations that stand-out, compared to other parking lot shuttles, help passengers clearly recognize their shuttle. The lighthearted illustrations bring a fun backdrop to the busy airport.

Sponsors

Find unique, eye-catching places to advertise to local residents and visiting airline passengers.

Sponsor illustrated ads on the parking shuttle buses. The colorful circulating buses draw attention and entertain while providing value to communicate the sponsor’s message.

San Diego Airport

Offset costs for the shuttle while providing an upgraded experience compared to other parking providers.

Sell sponsorships to local attractions to improve the parking experience towards a more fun and entertaining environment. Colorful illustrations help passengers with wayfinding through the airport.

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Secondary colors used for illustrations

Dan Flores

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Torrey Pines Golf Course

Birch A

Strong. Long. Let it flow.

Dan Flores

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iZoofari self-gu

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Aquarium at Scripps

Sea World Penguin Encounter

Dan Flores

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uided audio tours at the San Diego Zoo

Environmental graphics for San Diego Airport parking shuttle. Program partners sponsors with illustrated animals and sea life. Sponsors have ability to showcase activities, attractions, or a special program while making the travel experience more enjoyable for airline passengers.

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Dan Flores • ST RAT EG IC I MAGI NAT I ON

“QUIET

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PEOPLE HAVE THE LOUDEST MINDS


COMPANY NAME Inward Magazine

INSTRUCTOR Bradford Prairie

PROJECT TYPE Editorial

COURSE

Page Layout

PHOTOGRAPHY Unsplash

AUDIENCE

QUOTE

“Quiet people have the loudest minds.” -Stephen Hawking

OBJECTIVE

Inward magazine is a lifestyle publication for people self-identified as introverts. The understanding of introverts has grown more nuanced, resulting in a target market of people that are observant, have a rich and positive inner life, and posess a strong curiosity about the world. Research shows introverts recharge with solitude by reflecting on their day or learning an interesting subject. This magazine is for introverts, not about them, embracing people who appreciate “participation at a distance”.

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20-35 college educated males and females self-identified as introverted and reflective.

Dan Flores

Inward Magazine

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SOLUTION

Designing a lifestyle magazine for people that identify as introverts means looking beyond traditional demographics and researching the heart and mind of introverted people. Introverts may seem shy and quiet, but they have a strong emotional range, making them intuitive and sensitive to others. The layout is designed to be calm, organized and filled with warm photography surrounded by clean white space. These readers enjoy feeling the story they are reading, inserting themselves into the subject’s situation. Emotive typography and effective use of color theory engage these readers by pulling them into the stories and personalities.

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Dan Flores Magazine feature article, second spread and table of contents

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Dan Flores Magazine feature article, second spread and table of contents

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“THE LIFE

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SO SHORT, THE CRAFT SO LONG TO LEARN.


COMPANY NAME Toji Sake

INSTRUCTOR Min Choi

PROJECT TYPE Branding

COURSE

Brand Identity & Packaging

PHOTOGRAPHY Unsplash

Intermediate sake consumers, 25-40 males with growing interest in learning more about how sake is made and appreciate craft beer.

QUOTE

“The life so short, the craft so long to learn.” -Hippocrates

OBJECTIVE

Toji Sake was developed to educate American sake drinkers about the craft and tradition of sake brewing. The product is unique because it provides three levels of quality in an individual tasting set. The quality comes from “polishing” the rice. Traditionally, brewers in Japan hang balls of green cedar leaves outside so the community knows when the last batch was made. In 2013, an American was approved by the Japanese Sake Association to make sake according to their traditions. Americans who occasionally drink sake with Japanese food can learn more by trying the sake set, developing an appreciation for the art and culture of the brewing process.

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AUDIENCE

Dan Flores

Toji Sake

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SOLUTION

Ceramic sake containers are inserted in wooden masa bowls, originally used to measure rice in Japan and now used to serve sake. Materials for the container offset the clean, white aesthetic of Japanese minimalism. The illustrations show sake barrels, brewers making sake and the front of a traditional brewery. This gives the consumer a peek into the culture. The tall, thin logo wordmark mimics the tall container, and the labels are reminiscent of a traditional rice package label. Educational information is included in the label describing the sake brewing process.

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Growing consumer’s appreciation of sake 1

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Creative brief Understanding the client’s concept by describing the strengths, weaknesses, opportunities and challenges helps decision making during the design process.

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Researching traditions Discovering key elements of sake brewing helps the consumer see the authentic craft of the brewing process and its tie to Japanese culture. “Toji” means brewer in Japan.

Creative brief

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Packaging sketches Sake brewing uses interesting materials. Unique textures and the wooden rice measuring bowl called a “masa” brings customers closer to the brewing experience.

Research traditions

CREATIVE BRIEF

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Introducing the sake brewing process through the beverage 1. What is the purpose of the design?

The purpose of the design is to honor the tradition of Japanese sake brewers.

2. What is the name of micro beverage?

Toji Sake uses the Japanese word for brewer (Toji) to focus on a premium sake brand that attracts people who enjoy sake and want to enter a higher level of sake and understand the surrounding brewing traditions.

3. Who is the audience?  Demographics? Location?

Toji Sake is located in Kyoto, Japan, a major city with a rich history of culture and food. The product is directed primarily to men aged 40-55 in the United States. The target audience enjoys sushi and Japanese food and drinks sake. This person is beginning to understand how sake is made and wants to know more about the product, the brewery and enjoy a more premium quality of sake.

4. What kind of message needs to be communicated?

The product message introduces the concepts of sake brewing through short stories on the labels about the cedar leaves, etc. This education helped the target audience know more and feel more experienced with sake.

5. Describe the competition and marketplace?

Most sake brands are sold in large bottles that have a traditional kanji script. The quality is typically lower. Toji Sake will showcase a “craft sake” experience to help consumers enter the brewery sake experience.

6. What are the unique factors compare to the competitors? How does you product stand out from the competitions?

Toji Sake uses a smaller portion bottles to build a flight of sake with different quality so the consumer can try different types of sake. The addition of traditional cups and serving containers help continue the brand experience.

7. In what voice? What personality is best for your product and packaging?

Toji Sake’s brand voice is educational, informative, and respectful of the sake brewers and the new consumer that is discovering more about sake.

8. What kind of response is desired from the audience?

The consumer should be intrigued about the history and culture of sake brewing and have an interest in trying a sake brand that offers a sample of a higher quality sake that described their experience including the flavors, taste, etc.

9. Price range for your products?

A single bottle is $12.99, and a three-pack is $35.99.

10. What is the design for good factor?

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Part of profits will go to help education in America to have authorized Japanese brewers. A United States citizen was recently certified by the Japanese Sake Brewers Association. Proceeds from the sale of the product with go to help more Americans learn the traditions of sake brewing and become a certified sake brewer (Toji).

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Packaging ideas


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Logo sketches Inspired by a Japanese crest, the logos focused on the elements of brewing sake: rice, balled cedar leaves, pouring sake, and the brewer. A wordmark/brewer logo was favored.

Logo sketches

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Minimal color palette Emphasizing a minimal Japanese design aesthetic, black and white are the two colors used in the brand identity along with the texture of the materials.

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Selecting typography The logotype needs a pristine, elegant typeface to represent the traditions of Japan, yet also have a modern feel for customers. A slab serif was selected to help with body copy.

Typography

Matchbook ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Archer ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Color Palette

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Superior Junmai Ginjo-shu

Sake is carried in large barrels. These barrels are not only filled with delicious sake, they are also decorative displays that show each sake brewers’ unique brand. Barrels are typically donated to local Shinto shrines for blessings and communion.

Superior Daiginjo-shu

Each season the sake brewer will hang a ball of cedar leeaves outside the brewery to inform the community that a new batch of sake has been made. Over time the cedar leavers brown, showing the passage of time since the breweing period. It takes many year of training to become a Tijo (head brewer) in Japan. It is an honor to work under a master brewer and understand the nuance and secrets pased along through the years.

Proudly produced by Toji brand sake based in Kyoto, Japan.

Government Warning: (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

Proudly produced by Toji brand sake based in Kyoto, Japan.

Government Warning: (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

Toji means “Head Brewer”. This title honors the people that craft sake in Japan. A portion of proceeds from the sale of Toji brand sake will go to help the education and training of American sake brewers that follow Japan’s tradition of sake brewing techniques in partnership with the Japan Sake Association.

Superior Junmai Daiginjo-shu

Dan Flores

Government Warning: (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

Toji means “Head Brewer”. This title honors the people that craft sake in Japan. A portion of proceeds from the sale of Toji brand sake will go to help the education and training of American sake brewers that follow Japan’s tradition of sake brewing techniques in partnership with the Japan Sake Association.

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Proudly produced by Toji brand sake based in Kyoto, Japan.

Toji means “Head Brewer”. This title honors the people that craft sake in Japan. A portion of proceeds from the sale of Toji brand sake will go to help the education and training of American sake brewers that follow Japan’s tradition of sake brewing techniques in partnership with the Japan Sake Association.

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Dieline for sake bottle labels and exterior packaging, not to scale


Proudly produced by Toji brand sake based in Kyoto, Japan.

Government Warning: (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

Dan Flores

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Toji means “Head Brewer” to honor the people that craft sake in Japan. A portion of proceeds from the sale of Toji Sake brands will go to help the education and training of American sake brewers that follow the tradition of Japan sake brewing techniques in partnership with the Japan Sake Association.

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Dan Flores Sake three-pack closed, sides opened, and bottle top label, front opened, and bottle removed.

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Dan Flores

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Dan Flores • ST RAT EG IC I MAGI NAT I ON


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Dan Flores

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IC

ES

IN

A

NGSU A I J SP

Dan Flores

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MODERN BOCADILLOS

H OF C

Modern Spanish sandwiches Carbonated cocktail mixer Asian cooking spices

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Pachyderm Gym

Nano robot healthcare Architecture conference Weightlifting gym


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Introvert magazine Craft sake App content studio

Dan Flores

Fedora

WORLD

Graphic designer branding Mexican restaurant campaign Specialty hat shop

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Dan Flores • ST RAT EG IC I MAGI NAT I ON


Dan Flores dan@mythicideas.com

Thank you to my portfolio professors Sean Bacon and Bradford Prairie at San Diego City College, who Portfolio Typefaces supplied endless advice and constructive critiques.

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Thank you to Buffy, Mom, Mark, Maureen and all of my family and friends for your support over the years in my pursuit of my creative interests.

Dan Flores

GRATITUDE

Sentinel Ideal Sans

Thank you San Diego City College professors and staff: Eugene Brown, Min Choi, Randall Christopher, Photography Amy Levine, MaeLin Levine, Candace Lopez, Norman Bradford Prairie Ramos, Andrea Singer, Julie Warren, the guest Adobe Stock speakers and everyone else that helped me. Alamy Pexels Unsplash

Thank you to Candice and Sean for making the Young Reading Room (named for typeface designer and teacher Doyald Young ). I enjoyed diving into this Copyright Š 2018 Dan Flores special place filled with bookshelves and knowledge!

All rights reserved. No portion of this book may be reproduced in any manner without the written permission of Dan Flores.

Thank you to all my kind, generous and talented classmates! Best wishes!

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Dan Flores Portfolio 2018  
Dan Flores Portfolio 2018  
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