Val Candelaria, Fall 2023

Oh hey,

My name is Valerie but most people just call me Val. From a young age, I have been a builder.

From building intricate Lego cities when I was nine to assembling furniture when I was nineteen, I’ve always craved the challenge of building. However, given my aversion to manual labor and embarrassing lack of muscle mass, graphic design has become my own version of building.

I love designing websites, brands, and advertising campaigns from the ground up. In the pages to follow, you’ll see the things I’ve built. You’ll notice my dedication to every pixel, color choice, and typographic decision. It’s safe to say that my blood, sweat, tears, and copious amounts of caffeine have been poured into crafting the contents of this book. So please, enjoy!

RumBLE Root BEER BOTTLE LABEL DESIGN

Rumble Root Beer is a soda company located in the Southwest region of the United States. They aimed to enhance their range of flavored root beers, distinguishing them in a competitive market. I conceptualized a new logo symbolizing loyalty and trust. The redesigned label features bold typography and subtle pops of color to distinguish each flavor. This new design shows a variety of flavors while maintaining a cohesive look across all three bottles.

FLAT LABEL DESIGN

Sustainabilty

Starts with Us We here at Rumble Root Beer are committed to fighting climate change by implementing sustainable practices in all aspects of our business. This includes sourcing ingredients from organic farms, reducing our carbon footprint, and using eco-friendly packaging. Yup, this label here, you could practically eat it. Although for legal reasons we reccomend you don’t.

Nutrition Facts

Serving size

1 bottle

Amount per serving

Calories

100 % Daily Value*

Total Fat 0g Saturated Fat 0g Trans Fat 0g Cholesterol 0mg Sodium 85mg

Total Carbohydrate Dietary Fiber 0g

Total Sugars 43g

0% 0% 0% 4% 0%

0g

Includes 43g Added Sugars Protein 0g

0%

86%

The % Daily Value (DV) tells you how much a nutrient in diet. 2,000 000 calories a serving of food contributes to a daily diet. a day is used for general nutrition advice.

CARBONATED WATER, SUGAR, SODIUM BENZONATE, CITRIC ACID, NATURAL AND ARTIFICIAL FLAVORS, MODIFIED FOOD STARCH.

9 780201 379624

PRIMARY LOGO & SAFE SPACE

COLOR OPTIONS

HEX #cab391 CMYK 17, 22, 37, 0 RGB 202, 179, 145

HEX #dad8d5 CMYK 11, 8, 10, 0 RGB 218, 216, 213

HEX #004240 CMYK 93, 48, 60, 35 RGB 0, 66, 64

I sought to encapsulate the brand’s core values of loyalty and trust with a distinctive and memorable logo. Dogs are known for their loyalty, a quality that aligns perfectly with the trust Rumble Root Beer aims to instill in their customers.

I selected these colors to convey a powerful message about Rumble Root Beer’s values. These earthy tones not only reflect the company’s commitment to the environment but also provides customers with a sense of trustworthiness.

BRAND FONTS

INVERTED OPTIONS

Logo Fonts

Heading

Whishholder Regular Montserrat Medium

Montserrat Bold

Body Copy

Montserrat Medium

A contrasting colored logo is vital for Rumble Root Beer as it enhances visibility, clarity, and brand recognition. It ensures the logo is versatile, legible, and impactful across various marketing platforms.

RumBLE Root BEER PRESENTATION DESIGN

Presentation graphics are vital for companies as they enable effective communication of their vision, mission, and goals. Rumble Root Beer recognized the need for a polished, professional presentation. I integrated custom-made graphics into PowerPoint to harness the software’s features.

This allowed for dynamic transitions, animations, and interactive elements, engaging the audience and effectively conveying the company’s message.

OUR STORY

DEMOGRAPHIC

PRESENTATION

Men

Main logo

Main logo

Eco-Friendly

logo variation Loyalty Old-Fashioned Modern Traditional High-Quality

Secondary Logo

Satisfaction Commitment

violation Market Comparison Most Expensive

Low Quality

High Quality

Least Expensive

PACKAGING

Ages 26-46

ALEX Watson

Karl springer

Age: 27

Age: 35

Gender: Male

Gender: Male

Occupation: Software Engineer

Occupation: Construction Worker

Education: B.A. in Computer Science

Education: N/A

Annual Income: $96,000

Annual Income: $67,000

Relationship Status: Single

Relationship Status: Married

Kids: None

Kids: 2

BRANDING Main logo

logo violation

typography Whisholder

colors

#c9b391

#004040

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Citrus gothic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz DO NOT Alter the Color

DO NOT Skew

DO NOT Add Effects

Montserrat

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

#40301f

#94bea6

#81171c

colors

ADVERTISING

Thank you!

QUESTIONS?

moonstRuCK PACKAGE DESIGN

Moonstruck is a chocolate bar company based in Portland, Oregon. The company wanted to enhance their current branding and packaging. I began by refreshing their logo and colors with a new, minimalist design. I aimed to create a sophisticated look that would catch shopper’s attention. To add dimension, I utilized embossing and varnish processes, creating a raised texture and subtle shine for an enhanced aesthetic and tactile experience.

The redesigned Moonstruck packaging is crafted with a cardboard base and a cow print design enhanced with a UV spot varnish. This attention to detail adds a tactile and glossy dimension. This allows customers to feel the raised, glossy cow spots, allowing them to further connect with the brand on a sensory level.

SKETCHES

FLAT PACKAGE DESIGN

PRIMARY LOGO & SAFE SPACE

COLOR OPTIONS

HEX #98744e CMYK 32, 44, 67, 7 RGB 152, 116, 78

HEX #352117 CMYK 50, 69, 78, 63 RGB 55, 33, 22

HEX #1e0f0f CMYK 58, 75, 69, 79 RGB 30, 15, 15

Inspired by the company’s name, I envisioned a logo that incorporated a touch of cosmic charm. I aimed to infuse the brand with a distinct personality, creating a logo that resonates with Moonstruck’s values while sparking curiosity among consumers.

The selected color palette for Moonstruck embraces the warm and inviting shades of brown, reminiscent of rich, indulgent chocolate. These colors symbolize the very essence of their delectable chocolate bars.

BRAND FONTS

INVERTED OPTIONS

Logo Font

Heading

Brother 1816 Extra Bold

Brother 1816 Bold

Body Copy

Brother 1816 Regular

A contrasting colored logo is vital for Moonstruck as it enhances visibility, clarity, and brand recognition. It ensures the logo is versatile, legible, and impactful across various marketing platforms.

myRECIPEs WEBSITE DESIGN

Aebleskiver is a Danish delicacy typically enjoyed around Christmas time.

The dish is known for its versatility, being filled with a range of ingredients from apples to chocolate. Similar to Aebleskiver, a well-designed website can provide users with an engaging and unpredictable experience. In this project, I streamlined the website, established a cohesive color palette, and crafted a seamless user experience tailored for the appreciation of bakers.

FuLLy KnoWn ALBUM COVER DESIGN

The Grand Collective is a student-run worship group at Grand Canyon University. The band was in need of cover art for their newly constructed album, Fully Known. I collaborated closely with the student team, gaining insight into their musical vision and message. After carefully listening to their song demos, studying their lyrics, and exploring various design elements, I sought to capture the essence of their worship album.

A particular track called “Sculpted” stood out to me, inspiring the development of my main design. I utilized photography to convey my message for this album cover. I asked a close friend to lend me a hand with this project, literally.

In Photoshop I made enhancements to ensure that the final result was a perfect reflection of the emotions encapsulated within the song.

SKETCHES

FLAT ALBUM COVER ARTWORK

PICKLEBALL FALL BRAWL SPORTING EVENT DESIGN

I had the privilege of contributing to the success of the 2023 Inaugural Pickleball Fall Brawl hosted by Arizona State University. I crafted a comprehensive visual identity for the tournament, . These designs not only captured the spirit of the event but also introduced a unique and memorable visual element, enhancing the overall experience for participants and spectators alike.

nICE ICE BRAND IDENTITY

Nice Ice is a local food truck that offers premium gelato, flavored popsicles, hot coffee, cold drinks and more. The owners have requested a full revamp of their brand and are seeking an American-style. They prefer custom typography to redefine their visual identity. Nice Ice requested a new logo, food truck concept design, and product concepts. This approach seeks to create a cohesive and visually engaging brand that will attract new customers.

THE SWEET-O-METER

Introducing the Sweet-O-Meter, a measurement printed on each cup designed to enhance your gelato experience by tailoring every scoop to your taste preferences.

THE MOTTO

Sip, Smile, Repeat.

The Nice Ice motto is a cycle of positivity, from the initial warm welcome to the ongoing satisfaction of enjoying the company’s delectable offerings.

SKETCHES

The Nice Ice food truck is a carefully crafted embodiment of the company’s identity, emphasizing quality and kindness. With a sleek exterior design featuring a custom pattern reflecting the diversity of Nice Ice products, the truck’s focal point is the strategically placed logo that captivates those passing by. Beyond being a food truck, this custom-designed truck symbolizes Nice Ice’s dedication to sweet treats and warm smiles.

PRIMARY LOGO & SAFE SPACE

COLOR OPTIONS

HEX #dd2a21 CMYK 4, 90, 95, 0 RGB 221, 42, 33

HEX #faf4e6 CMYK 1, 2, 7, 0 RGB 250, 244, 230

HEX #1f9cb0 CMYK 74, 11, 24, 0 RGB 31, 156, 176

Meet Nibbles, the new face of Nice Ice. This logo features a playful yet sophisticated look to the company’s new brand. The playful design of the polar bear communicates a sense of joy and indulgence.

The chosen color palette for Nice Ice features a blend of pale red, white, and blue.

This color palette not only pays homage to the American-style theme but also strategically communicates the values and qualities that define Nice Ice.

BRAND FONTS

INVERTED OPTIONS

Logo Font

Heading

Mintage Regular

Poppins Bold

Body Copy

Poppins Medium

A contrasting colored logo is vital for Nice Ice as it enhances visibility, clarity, and brand recognition. It ensures the logo is versatile, legible, and impactful across various marketing platforms.

CAmP EngAgE WEBSITE DESIGN

Hope Camp Engage is a summer camp for children ages K - 5th grade.

Camp Engage offers an unforgettable summer full of hands-on, creative, and educational activities. Websites are crucial in today’s digital age as they serve as the online face of businesses, organizations, and individuals. However, Camp Engage’s website was in need of a major face lift. This process involved creating wireframes and designing a functional prototype using Figma.

CAmP EngAgE T-SHIRT DESIGN

The Camp Engage coordinator requested a fun t-shirt design for the camp’s team leaders. I developed concepts to encapsulate the essence of Camp Engage’s mission. Each concept involved the seamless integration of colors, imagery, and typography, carefully chosen to resonate with the camp’s spirit of exploration and growth. The goal was to craft designs that not only captivated the eye but also embodied the very essence of engagement.

thE PhoEnix oLymPiCs CONCEPT & WEBSITE DESIGN

The Olympics undeniably represent a momentous and prestigious occasion for any city fortunate enough to host. However, it can be expensive.

This concept design strives to inspire and persuade the city of Phoenix to consider the possibility of hosting the Olympics. The unique proposition here is that Phoenix already boasts an impressive array of pre-existing architectural marvels that could seamlessly accommodate the games.

PRIMARY LOGO & SAFE SPACE

COLOR OPTIONS

HEX #8bcba0 CMYK 40, 0, 39, 0 RGB 139, 203, 160

HEX #000000 CMYK 75, 68, 67, 90 RGB 0, 0, 0

HEX #2c378e CMYK 90, 82, 0, 0 RGB 44, 55, 142

This logo encapsulates the energy, diversity, and excellence that will define the 2032 Summer Olympics in Phoenix, a true declaration to the city’s vibrant identity and the grandeur of the Olympic Games.

To go along with the vibrant identity of Phoenix, Arizona, I selected these colors to modernize the Olympics. These colors inject a fresh, contemporary feel into the 2032 Summer Olympics branding.

BRAND FONTS

INVERTED OPTIONS

Logo Fonts

BUNGEE REGULAR Montserrat Light Body Copy

Montserrat Regular

Heading

Montserrat SemiBold

A contrasting colored logo is vital for the Phoenix Olympics as it enhances visibility, clarity, and brand recognition. It ensures the logo is versatile, legible, and impactful across various marketing platforms.

thE dAngERs oF CyBER-AttACKs POSTER & LAYOUT DESIGN

In today’s digital age cyber-attacks are a major threat to society. I was asked to create an infographic since they are an effective way of communicating information. I incorporated a blue horse to be the focal point of poster and to symbolize the infamous Trojan Horse virus. With careful research, this infographic brings to light the risks associated with cyber threats, reinforcing the message that vigilance in the online world is intensely important.

FLAT POSTER DESIGN

The dangerS of

There is over 450,000 registered new malware every day.

Steal Data

1333.98 M

856.62 M

Launch Additional Attacks

719.15 M

Disable Computers

1312.64 M

:(

A cyber attack is an attempt to:

1001.52 M

What is a Cyber Attack?

1139.24 M

cyber-attack <cyber-attacks> cyber-attacks

202

SKETCH

Types of Cyber Attacks

1

Malware Phishing Worms Backdoor

7 out of every 10 malware payloads are ransomware.

Other

Who can be Targeted by a Cyber Attack?

Cybercriminals can target individuals, organizations, or governments.

66%

LOADING ...

90%

66% of malware is installed via malicious email attachments (phishing).

90% of financial institutions report being targeted by malware.

Ways to Prevent a Cyber Attack Educate Employees

Use Multi-Factor Authentication

Install Manage 3rd Party Anti-Virus Software Security

<h3> Resources </h3>

Keep Systems Updated

Create Data Backups

<p> https://www.av-test.org/en/statistics/malware/ | https://purplesec.us/ | https://www.unisys.com/glossary/cyber-attack/ <p>

CLOSE-UP

COLOR OPTIONS

HEX #ec5262 CMYK 0, 73, 42, 0 RGB 236, 82, 98

HEX #d1c5ba CMYK 14, 15, 19, 0 RGB 209, 197, 186

HEX #37b5b3 CMYK 66, 0, 29, 0 RGB 55, 181, 179

Many different colors play a role in this poster. Dynamic blues symbolize the ever-changing nature of technology, a striking red serves as a visual alert for critical threats, and a subtle tan adds warmth to highlight real-world consequences.

BRAND FONTS

The dangerS of

<cyber-attacks>

Heading

Subheading

Hacked Regular Source Code Pro Bold

Code Next ExtraBold

Body Copy

Source Code Pro Regular

gCu RECoRding CLuB BRAND IDENTITY

I was approached to help in establishing a new club at Grand Canyon University, the GCU Recording Club. Eager to contribute to its success, I created a logo for the club and gladly took on the role of Social Media Manager. I crafted promotional materials, club fliers and social media content.

As time went on, I was honored with a promotion to Vice President of the club, all the while continuing my graphic design responsibilities.

PRIMARY LOGO & SAFE SPACE

COLOR OPTIONS

HEX #272727 CMYK 69, 63, 62, 58 RGB 39, 39, 39

HEX #f4f5ef CMYK 2, 1, 4, 0 RGB 244, 245, 239

HEX #471e80 CMYK 81, 98, 0, 0 RGB 71, 30, 128

The GCU Recording Club logo showcases the club’s focus on audio to potential members. This design showcases the core essence of the club combined with the university’s identity, represented by the pre-exsisting antelope logo.

The GCU Recording Club features a color palette of purple, dark gray, and off-white, imparting a clean and sophisticated ambiance. This deliberate color choice enhances visual appeal and communicates the club’s commitment to quality and creativity.

BRAND FONTS

INVERTED OPTIONS

Logo Fonts

Heading

Montserrat ExtraBold Montserrat Medium

Montserrat SemiBold

Body Copy

Montserrat Regular

A contrasting colored logo is vital for the GCU Recording Club as it enhances visibility, clarity, and brand recognition. It ensures the logo is versatile, legible, and impactful across various marketing platforms.

I praise You, for I am fearfully and wonderfully made.

Wonderful are Your works; my soul knows it very well.

Psalm 139:14