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alétheia Eva Fernández Fernández


When we look at reality, it is easy to just pass. I always try to go further. I believe above all things there is a layer covering its essence, that takes time and effort to reveal. Design helps us getting it. Through the observation and re thought of what is around you, you get to a greater reality that was hidden before. That’s called AlÊtheia. My projects are about this concept. I design to create interesting things that make people think, to extract the core of the intelligible.


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Mind on

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Online University Degrees

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Liveat

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Halotech

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Le Cordon Tec

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Business U

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IDDI


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Project MIND ON branding

Institution Research Department Francisco de Vitoria University, Madrid Position played Lead Graphic Designer Format

Year

Print and Digital

2019


Objective Francisco de Vitoria University hold its first Research Congress in April 2019. I was asked to lead the branding of the event. It was necessary to create a name, develop an identity, design all graphic elements and advertise and broadcast the congress to turn it into a regular event in Madrid which could be a referent. The main challenge was to get the attention of more than 8000 students but also researchers, university professors and facilities members.

AlĂŠtheia MIND ON is all about be opened to new discoveries. Students are always exposed to a lot of information and it is difficult to get their attention. On the other hand university members are usually running everywhere and had few time. MIND ON allows to interact with the brand. We developed two moments of the brand: MIND OFF and MIND ON, that we used before and during the event depending on the message we wanted to send. The concept is that each person has the power to switch or not his mind, we should be always opened to learn, more than nowhere at university. The idea of “conquerâ€? a new space, that is not normally used for exhibitions, was a must, so that we could get a bigger impact. The event was a huge success. It allowed to share with professors of different universities the research made by our faculties, gamify activities and create feeling of pride to be UFV.


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Watch the summary video of the event

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mind off


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mind on

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slide to open your mind to research

Social Media Campaign We designed graphic pieces and promotional videos based on the concept OFF-ON , advertising the event some weeks before. During the congress we covered it by IG for our students.


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Click to watch it now

Click to watch it now

Click to watch it now


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Promotional Videos Some weeks before the event, we recorded some of the most recognized researches explaining their investigations in heir fields. The videos were shared on social media and also Click to watch it now

projected on university screens.


A week before the event the main corridor of university was covered with 150 lime posters with the message MIND OFF


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Very early the opening day we turn around the posters


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MIND ON Passport We gamified the activities of the event to catch the attention of students. The MIND ON Passport contained the basic information and rewards for attending courses, join quizes or take part in activities.


One of the challenges was to fill your passport with two stamps. We designed stickers which can be obtained by taking part in activities. If you got them you obtained a corporative t-shirt. There were also QR in all advertising posters and places around university that took the user to contests or direct prizes as free breakfasts, meals or free prints in reprography.


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Venimos de L.U.C.A. exhibition One of the main activities of MIND ON was an anthropology exhibition. I was asked to create everything from scratch with minimun budget. We needed to get the students to visit it, so we had to be shocking. The name we chose was Venimos de LUCA (Last Universal Common Ancestor) and the image the Darwin Evolution crossed. It was quite controversial but created a huge impact among the community, who visited it to learn more about this theory, which supports the Darwin one, but goes further.


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Project Online University Degrees Branding

Institution Online Department Francisco de Vitoria University, Madrid Position played Lead Graphic Designer and Art Photography Director Format

Year

Digital

2018


Objective In 2017, Francisco de Vitoria University started a new strategy to boost the online department and invest on e-Learning to become a national reference. We were asked to design the branding of the first two degrees they were going to lauch: Human Studies and International Studies. The challenge was to be different, to surprise the student.

AlĂŠtheia We decided to look at the subjects as challenges for the student.

Each of it should awake something inside him to ask about life and the world around him. Sometimes our design would insipire him, others it would help him to understand better the essence. My task as Lead Designer was to find the concept which include the meaning of each subject, which shloud be represented in an object we could photograph. I also took the role of Art Photography Director, giving so much importance to composition and color, as it would be vital to create graphic elements in the future. We designed the online platform login and pdf documents for each subject. We also developed user manuals for the proffesors to be able to insert the content applying the right typography, font size, color or element, getting a visual coherence in all the pieces the student would reach along their course.


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Antique and Medieval History: Europe´s Origin


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Concept Antique and Medieval History: Europe´s Origin The incense as antique historic element. It keeps consuming, like time, but it always leaves a mark, a trace that remains to begin a new era. The scent we get is heritage that old time leaves.

Colors

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Introduction to University Studies


Concept Introduction to University Studies Broken egg shell is a metaphor of the student stepping out his comfort zone to discover the world and exposing himself to be challenged with the big life questions. Essentially, Francisco de Vitoria University is a reborn to a new stage.

Colors


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Politics


Concept Politics The magnet represents engagement raised by a good politician leader, which encourage you to change society for the better. Red and blue winks at the two major contemporary political groups.

Colors


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Aesthetics


Concept Aesthetics Cubic pieces shows simplicity and harmony. Symmetry is essential for balance. Aesthetics reflect the beauty of our worls. Even in caos (as our cubes), we can find harmony. It can only be possible if we change our look to reality to a new perspective.

Colors


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Civilization theory


Concept Historia antigua y medieval: el origen de Europa El incienso como elemnto histĂłrico antiguo. Se va consumiendo, al igual que el tiempo, pero siempre deja una huella, unos posos que se mantendrĂĄn como base para iniciar sobre ellos una nueva ĂŠpoca. Y ese a<roma es la herencia que nos deja ese tiempo.

Colors


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Project LIVEAT. The International Gastronomy Campus

Institution Le Cordon Bleu, FACIRE, Mario Sandoval and Francisco de Vitoria University Position played Lead Graphic Designer Format

Year

Print and Digital

2016


Objective The renowned culinary school Le Cordon Bleu, FACIRE, the 3-star michelin chef Mario Sandoval and Francisco de Vitoria University created a project to develop in Madrid, Spain, the First International Gastronomy Center. It was going to be a building in the city which embraced the whole culinary experience: education, restaurant, market, urban garden, events, research center and food bank. I were asked to design the identity from scratch. It was neccessary to give it a name and a visual image, it must be modern, global and adaptable.

AlĂŠtheia In less than a week I had to develop the whole image of the center. It was a challenge I solved basing on concept, typography, geometry and color. LIVEAT is a flexible brand, which communicates with the mood of a cosmopolite and vibrant city as it is Madrid.


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There are so many options in Madrid to enjoy it and one of the best ones is through its gastronomy. With these two ideas I built the name LIVEAT Madrid, live and eat the city.

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The typographic use of “V” and “A” allowed to create patterns


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This patterns helped designing the concept of the building that would harbor all the projectâ&#x20AC;&#x2122;s branches.


by mario s and oval

live it

live it

CONSULTANT

live it

EDUCATION


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live it

EVENTS

live it

institute

live it

RESTAURANT

live it

MARKET

live it

FOUNDATION

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LIVEAT is a space where everything can happen and everybody is welcome.


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Project Packaging and Visual Identity for Halotech

Institution Halotech Science and Technology Campus, Madrid Position played Lead Designer Format Print and Digital

Year 2013-2019


Objective Halotech is a biotechnological company based on Madrid, which distribute products all over more than 50 countries. In 2013 they had very high quality in vitro diagnostic kits and a good logo, but the company needed an identity to compete with big international pharmaceutical corporations. The strategy was to create a packaging and develop all the brand identity from it.

AlĂŠtheia I took that challenge as my Final Degree Project. I studied accuratly all the elements of the kits, the dimensions and shapes. The objective was to create a sostenible packaging, optimizing the material to mynimum and develop kits which could be stocked easily. The solution was to design a system of cube bases which can be print by hundreds and using a different interior structure and color surface, depending on the kit. Nowadays, this packaging is still relevant and the system keeps on growing with the new research and kits of the company. From that moment on I started to lead the marketing and design pieces of the company, including brochures, photography, products brand logos or tutorial videos.


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El técnico de laboratorio monta la gradilla

El técnico de laboratorio monta la caja

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El técnico de laboratorio ve de qué producto se trata y busca la caja correspondiente

El técnico de laboratorio incrusta la gradilla

8 El usuario final recibe el kit, lo usa,

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El encargado de producción sella y etiqueta los kits para ser enviados

El biólogo crea el kit con los productos necesarios siguiendo el protocolo y los almacena


82mm 46mm

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Escala 1: 2

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40mm 1,5mm

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Escala 1: 2

297mm

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Escala 1: 2

Escala 1: 2

Escala 1: 2


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Ă&#x2DC;22mm

120Âş

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112mm 112mm

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Ă&#x2DC;11mm

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24mm 22mm 24mm

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33mm


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Click to watch the videotutorials There is a videotutorial for each of Halotech products. We created a style and graphic system to explain easily how to use the new kits

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Project Le Cordon Tec: Beyond the cuisine Institution Le Cordon Bleu and Francisco de Vitoria University Position played Lead Graphic Designer Format

Year

Print and Digital

2016


Objective The International Culinary School Le Cordon Bleu wanted to develop a new education branch, adressed to the training of the workers template of a restaurant they werenâ&#x20AC;&#x2122;t focusing until then. They already were the best training chefs, but their goal was to extend that philosophy and those values they were teaching to all the people that belong to a restaurant. They had a name, and they needed a brand which coexisted with theirs but at the same time could be distinguisged from it.

AlĂŠtheia The main idea of this project was to give the comensal a full experience, so that everything was enjoyed: not only the food, but also the way the client is welcome, accompanied to the table or served. With this premise I developed a brand that highlights all aspects of the eating momento.


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Chef SATISFACTION

A Full Experience

EXCELLENCE

Comensal SATISFACTION


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Maitre

Bartender

Barista

Sommelier


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Tradition

The circle is a common element in a restaurant. It can be found on trays, glasses, cups, dishes or cocktails. This symbol could represent all different people that work on the saloon. Tradition was also essential for Le Cordon Bleu, they are innovating from what they were at the beginning in XVI century.

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Beyond the cuisine There is an element that represents exactly what Le Cordon Tec was meant to be. It was the point between the kitchen, where the chefs are, and the salon, where the costumer and the rest of the workers belong: the bullâ&#x20AC;&#x2122;s eye. The slogan Belong the cuisine inspired the design and the circle of the bullâ&#x20AC;&#x2122;s eye allowed me to shelter the logo.

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6 Project Business U

Institution Faculty of Economics and Business Francisco de Vitoria University Position played Lead Graphic Designer and Art Photography Director Format

Year

Print and Digital

2015


Objective Lorem ipsumdolor sit amet, consectetur adipiscing elit. Morbi elementum felis lectus, quis lobortis erat ultrices vitae. Nulla blandit id elit convallis faucibus. Morbi pretium tincidunt bibendum. Aliquam erat volutpat. Donec sit amet quam lobortis, commodo ligula at, sagittis metus. Nullam vel consectetur quam. Curabitur gravida augue sed magna ullamcorper porta. Nam

AlĂŠtheia Suspendisse potenti. Praesent nec nunc eros. Nunc ullamcorper turpis tortor, ac placerat nulla auctor nec. Nulla suscipit erat est, at porta libero mattis ut. Ut ultrices sem eu enim tempus, quis congue nisl finibus. Nunc ornare molestie tellus, in sodales ante finibus sit amet. Aliquam sed enim at risus tincidunt efficitur. Maecenas blandit ligula mattis nisl preti


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Society / the world

+ University / the student

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The balance / the engine

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Me inside Business U

Me in relation with society

Me beyond society


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Project Brand Identity IDDI

Institution Executive Integral Leadership Institute Position played Lead Graphic Designer

Format

Year

Print and Digital

2013


Objective The Executive Integral Leadership Institute had been running for more than 10 years and in 2013 they decided to rebrand. It was impossible to differentiate their programs they offer among them and from the competition. They didnâ&#x20AC;&#x2122;t have a visual image and they communicate at the same time with different concepts as nature or business sceneries.

AlĂŠtheia The most important thing was to choose a concept: nature. Construct the brand basing on nature would allow IDDI to be unique in the coaching field. The differentiation between two specialities was essential, so that the client could attend either dialogic coaching or executive programs. I used the colors of the forest and the ocean to display their catalog of courses. IDDI logo would be just in the middle: bluish-green.


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The brochures contained the general information and there are cards where the client can find the details of each edition.

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