Growing up in the Philippines, I was fascinated with building structures in the sand and the forms of 3D objects. I contemplated how they reflected light on rough or shiny textures and generated shadows giving shape to my ideas. Artful towers emerged from cardboard boxes that once held mangoes. As a teen, I spent endless hours sketching and conjuring structures in Minecraft while the sun rose and set on my imaginary worlds. Studying design, I was determined to give my work a clean and sure aesthetic, to plan and construct forms that connected people to places. I looked to function as a way to establish shape, structure and communicate identity and information in a compelling way. Searching to blend my interests in a variety of design skills and disciplines that include architecture, interiors and wayfinding, I am driven to create experiential graphic design and craft a sense of place. To design projects that engage, inform and connect to others from sunrise to sunset.
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SAITO CAFÉ
JAPANESE COFFEE & TEA ART DIRECTOR Min Choi
COURSE Logo & Packaging
TYPOGRAPHY Brother 1816 FOT-Seurat ProN
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Acumin Pro Condensed
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“The road to success is paved with coffee.”
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Based in Portland, Oregon, Saito Coffee & Tea is a
To show a minimalistic and modern style of Japan,
small Japanese coffee and tea house owned by two
I used a strong shade of Blue to show calmness and
brothers from Japan, which targets college students
stability, accented by a light cream color for bold
and enthusiasts ages 18-35. A place where they
contrast. Menu layouts were kept clean and airy
can either relax with a cup of tea along with their
for a soft, sophisticated look. I used the Brother
peers while appreciating the traditional Japanese
1816 typeface for the logo and throughout brand
architecture of the interior of the cafe or study for
for its eclectic mixing Geometric shapes with
their midterm exam late at night with a cup of coffee
Humanistic strokes. This was paired with Acumin
in hand. The cafe gives their patrons a little taste
Pro Condensed, chosen for its sturdy confidence and
of Japan while also serving delicious drinks and
harmony with the type system.
delightful snacks straight from the country itself.
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CREATIVE BRIEF Saito Cafe, based in Portland, Oregon, is a small cafe owned by two brothers originally from Japan who want to bring a little of their culture to the U.S. The cafe serves The interior of the cafe transports you to Japan with its traditional Japanese architecture.
TARGET MARKET
Saito Cafe Cafe && Tea Tea Saito
coffee, tea, and also snacks that are well known in Japan.
The cafe has a wide variety of consumers with ages
PRIMARY MARKET Enthusiasts Coffee and tea enthusiasts love trying out new cafes who become loyal patrons if the products are great.
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ranging from 18–35.
SECONDARY MARKET Students Saito Cafe is perfect for college students who need a place to study while having a cup of coffee or tea to stay productive.
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COMPETITION The key competitors are Coava Coffee Roasters, Cathedral Coffee, Case Study Coffee Roasters, and Good Coffee. Saito Cafe differentaites itself by serving drinks and snacks originally from Japan.
DESIGN
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Saito Cafe & Tea
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TYPEFACE
Brother 1816 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Acumin Pro Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Saito Cafe & Tea
LOGO
TAGLINE
PASSION SERVED IN A CUP. 9
ADJECTIVES
COLORS
Relaxing
005496
Minimalist Clean Modern
FEEFE6
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Saito Cafe & Tea 01 02 03 04 05 06 07 08 Environmental design of the cafe along with the apron the employees would be wearing.
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FOCAL POINT
PHOTOGRAPHY CONFERENCE ART DIRECTORS Sean Bacon Bradford Prarie
COURSE Portfolio
TYPOGRAPHY Gilroy Unthrift
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Noe Display
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“A portrait is not made in the camera but on either side of it.”
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Focal Point is an annual photography conference
To create a fun and quirky brand, I combined
curated with a rich social and educational schedule
the Gilroy typeface, a modern sans serif with a
specifically for today’s modern photographer.
geometric touch with Unthrift, a hand-crafted script.
It’s targeted toward new and emerging female
The logo mixes the typefaces, along with the blue
photographers who want to improve their
and pink from the soft color palette, and includes
photography skills and elevate their business. This
a creative ligature for lots of energy. I created
year’s conference, held in San Diego, California,
simple, geometric shapes to use as graphic elements
needed an uplifting brand that conveyed the warm
scattered throughout the conference brand. The
spirit and laid-back culture of southern California.
amusing graphics create a pleasant and friendly environment where a modern photographer can create a new network of friends and learn to grow their business.
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Projection of some of the works the speaker has taken.
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Speaker’s name and social media handle.
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Sculpture of one of the shapes of the conference.
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Light illuminating the Focal Point logo.
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Speaker’s podium
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Focal Point
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Focal Point
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NEIDERFRANK’S
LOCAL ICE CREAM SHOP ART DIRECTORS Bradford Prarie Sean Bacon
COURSE Portfolio
TYPOGRAPHY Kingthings Calligraphica
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Lydian
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“Life is like an ice-cream cone, you have to lick it one day at a time.”
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Since 1948, locals from La Jolla to Jamul visit
To update the logo, I used Kingthings Calligraphica
National City just for a cone of Neiderfrank's famous
and Lydian lending a hand-lettered feel. I included
ice cream. The flavors, made with 100% natural
fruit illustrations as a homage to the original logo,
ingredients, are produced the old fashioned way with
but with ornaments to help tie the emblem together.
equipment that's 100+ years old which gives the ice
These changes modernize the brand while still
creams the rich taste and great quality that are hard
keeping its original brand identity that the locals
to find today. Neiderfrank’s needed a brand refresh
have come to know and love. I used the checkered
that retained its brand equity and vintage charm.
pattern, found on the floor of the establishment, throughout the branding to have give a cohesive environmental design and overall brand. The refreshed identity of the 70+ year old ice cream parlor has a fresh new look, while still keeping it familiar to its loyal patrons.
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Neiderfrank’s Ice Cream
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Neiderfrank’s Ice Cream 01 02 03 04 05 06 07 08
▲Punch card for the parlor where the 10th ice cream purchase is free. ◄ Menu board found on the wall inside the ice cream shop
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MORITZ HOTEL
ART DECO HOTEL ART DIRECTORS Sean Bacon Bradford Prarie
COURSE Advanced Typography
TYPOGRAPHY Neutraface Pragmatica
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Chronicle
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“The great advantage of a hotel is that it is a refuge from home life.”
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Travel back in time with Moritz Hotel, based in
To reinforce its unique call to the past, I created
Miami, Florida. An upscale hotel with an Art Deco
a custom typeface, Gatz Moderne. The unicase
theme that has great service, elegant rooms, and an
typeface, used throughout the hotel’s branding, has
art-driven experience. Moritz Hotel targets upper
a vintage yet quirky feel. The calla lily, seen in many
middle class guests, ages 40-60 with a taste for a
works of art in the Art Deco era, was chosen for the
unique place that links the past’s eccentric and
logo mark to exhibit a high end, elegant feel. The
colorful characters to present times.
hotel’s gold accents bolster its high end qualities and bring a nice complement to the teal and burgundy. Toiletries blend the rich color palette and custom typography with amber bottles and special finishes for a luxurious and memorable quality.
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COMPETITIVE DIFFERENTIATION For the hotel to stand out to the competition, Moritz hotel has to differentiate itself from the countless hotels around Florida by understanding the market, the trends, and
TARGET MARKET
Moritz Hotel
especially, the customers.
Moritz Hotel offers a luxurious stay for the holidays or a weekend for wealthy families or couples ages 40–60
ARCHITECTURE Moritz Hotel's building will have a grand and high end feel inspired by the Art Deco style of early 1900's that will differentiate itself from the more popular hotels in the area.
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years old.
SERVICE The hotel's first priority, where the art of hospitality is a passion, is to have impeccable service and commitment to quality.
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TRAVEL Traveling internationally can be a hassle and be very expensive, Moritz Hotel offers a more budget-friendly and safer alternative.
DESIGN
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Moritz Hotel
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PATTERN
TYPEFACE
Neutraface ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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ICON
Moritz Hotel
LOGO
Pragmatica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Chronicle ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ADJECTIVES
COLORS
Classy
2F626E
Premium Luxurious Vintage
D4A45D 772A2B F7EBE1
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Moritz Hotel
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Icon of the hotel embossed on a shaving soap.
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Moritz Hotel
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Monument sign of the hotel.
Moritz Hotel
5.5 ft
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Front view
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6 ft
Side view
2 ft
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MOMENTUM
GREEN PROSTHESIS COMPANY ART DIRECTORS Candice Lopez Sean Bacon
COURSE Travel by Design
TYPOGRAPHY Good Pro Eurostile
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Futura
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“The dreaming has to be backed up by the doing.”
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Momentum is a cost effective prosthesis company
To evoke a sense of movement, I used Good
with a mission to help tackle the problem of plastic
Headline Pro in italics for the logo and Futura italic
accumulating in the oceans. The company aims to
throughout the brand. This evokes the active lifestyle
help people with disabilities in developing countries
made possible by Momentum, inspiring the end
with prosthetics that are created from reclaimed
user. I picked the colors cyan and green to give the
ocean and land plastics, while supporting local
consumers a sense of calmness and healing. The
economies. Their dual purpose of sustainability and
overall clean look of the brand conveys a sense of
community empowerment needed a brand with an
assurance and trust. A system of brochure templates
approachable but trustworthy look, while keeping
and other marketing materials help Momentum
marketing costs affordable.
market in an affordable and consistent way across languages and product lines.
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Momentum
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Momentum
GOODFIT
WHOLESALE APPAREL ART DIRECTOR Sean Bacon
COURSE Advanced Typography
TYPOGRAPHY Gotham
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Sentinel
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“Fashions fade, style is eternal.”
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GoodFit is a wholesale apparel company that sells
I created the logo with a script that includes strokes
great quality and comfortable clothing without
interwoven with each other to give the brand a
sacrificing its ethics. The company is dedicated to
modern and youthful, yet vintage feel. I picked the
fair labor practices and sustainability, and pushes
color orange as an accent color to bring warmth,
to help communities in developing countries like
enthusiasm, and happiness to the consumer. Gotham
Bangladesh. The company chooses alternative and
and Sentinel are paired to bring a refined but relaxed
responsible ways of creating products that help
feel with a nod to vintage Americana. The responsive
reduce environmental impacts and ensure fair
e-commerce website has a clean and minimalistic
wages. The brand targets wholesale clients, ages 25–
look that is inviting and easy to navigate through.
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THE BIG IDEA GoodFit is not only a company that provides a basic need of clothes but is also here to provide for the people in need of jobs in third world countries which is easier to do if this is
UNDERSTANDING THE CONCEPT GoodFit is built by like-minded people who want to provide
GoodFit
clarified to the supporters of the brand and its principles.
others with great quality apparel while also giving people who are less fortunate living wages and helping
TARGET MARKET The company's target audience ranges from ages 25-41 years old, with ideals that are akin to GoodFit's.
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their communities.
GIVING BACK GoodFit is passionate about helping others in developing countries while also being environmentally friendly. The company employs people in third world countries like Bangladesh so they can have living wages and using natural and non-toxic dyes.
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BRAND GOALS To create a brand that is known for its quality and long lasting products that's also giving back to the people by giving them livable wages and being environmentally conscious.
THE BIG IDEA Better Fit, Better Planet.
DESIGN
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GoodFit
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MONOGRAM
GoodFit
LOGO
TYPEFACE
Gotham abcdefghijklmnopqrstuvwxyz 1234567890
Sentinel ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
TAGLINE
COMFORT WITH A GOODFIT.
ADJECTIVES
Youthful Modern Quality Clean
COLORS FFB339 424242
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JAMAR ISUF GYM OWNER LOS ANGELES, CA 34
“I love helping people and seeing them progress.“
ABOUT Jamar is a powerlifting gym owner looking to change his clothing supplier for his line of apparel for his gym in Los Angeles. Since most of his customers are going to be people who lifters, he’s looking for shirts that are athletic fit. And not only is he looking for clothes that are soft, breathable, and comfortable to wear, he’s also looking for a company Jamil Lat’s Portfolio
with a good cause.
LIKES IPA’s, Community building, Powerlifting competitions, helping others do better.
DISLIKES Scratchy clothes, cutting corners, entitled individuals, misfitting clothes.
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PER—
DEVICE USAGE 75%
25%
KRISTIN LEE GRAPHIC DESIGNER NEW YORK, NY 25
ABOUT Kristin is a graphic designer for a small company based in New York and likes designing graphics for tshirts as a hobby and is now thinking of actually selling her designs. She’s looking for shirts with good quality and wants a
GoodFit
company that is also helping communities.
LIKES Modern design, vintage clothes, thrift
DISLIKES Busy design, companies that are hard to work with, clothes that shrink.
DEVICE USAGE 60%
40%
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shopping, volunteering in soup kitchens.
LIAM MEDINA RETAIL STORE OWNER SAN DIEGO, CA 52
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ABOUT Liam is a retail store owner looking for a new clothes supplier. The store sells shirts, socks, and other garments for near wholesale price. With a new custom graphics department, Liam is looking for clothes that are easily printed on.
LIKES Affordable prices, Colored fabrics that don’t fade, good customer service.
DISLIKES Bad quality stitching in clothes, hanging clothing tags, low quality fabrics.
DEVICE USAGE 10%
90%
E6CAA0
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GoodFit
JAMAR'S USER FLOW Jamar, needing more inventory for his new gym apparel, goes to the GoodFit website and chooses the clothing he needs. He then picks the color and enters how many shirts he wants in the product page. And lastly, he goes through the check out process.
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USER
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GoodFit
JUICE KO!
FILIPINO FRUIT JUICE ART DIRECTOR Min Choi
COURSE Logo & Packaging
TYPOGRAPHY Tragic Marker Fiestalogy!
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ITC Franklin Gothic
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“When life give lemons...”
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Juice Ko! is a new fruit juice brand for kids that packs
To show the juice’s playful side, I used a typeface
together delicious flavor with a philosophy of fun and
called Tragic Marker and Fiestalogy for its logotype.
learning. Aimed at kids ages 7-15 and their parents
The bottles have a bright, colorful, and clean design
who want their kids to have a delectable refreshment
that encourages kids to draw with cute characters
and become a little bit more familiar with the Filipino
inspired by animals indigenous to the Philippines
culture, Juice Ko! also donates a portion of the profits
accompanied by little fun facts about them. On the
to a group in the Philippines aimed at helping the
underside of the bottle caps are Tagalog words for
needy: The Philippine Aid Society, an organization
the kids to learn and use in everyday conversations.
that provides a variety of charitable services in the
The tradeshow booth was designed to persuade
Philippines focused on eliminating poverty.
businesses to carry Juice Ko! in their stores and convince them that the product is worth the investment with a roll up banner showing quick information about the company and its goals.
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BRAND NAMING JUICE KO! Picking a name for fruit juice for kids had to be fun and clever to make it more memorable for them while also appealing to the parents who are buying the juice bottles
Juice Ko! Ko! Juice
for them.
Honest Kids
CapriSun
V8 Fusion
Tropicana Kids
Minute Maid
Apple & Eve
Smart Kids
Mott's For Tots
Earth's Best
Vital Kids
Juicy Juice
Back to Nature
MEANING The name Juice Ko! is tagalog for "My juice!" and also a
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COMPETITOR NAMES
pun in Tagalog saying "Oh my god!" as in "Oh my god! this juice is so good!" The name is witty and fun for the kids who will be drinking it.
MEMORABLE With the name Juice Ko!, kids would be shouting it all the time as it's easy to remember and funny once they learn the meaning of the name.
DISTINCTIVE Juice Ko! stands out because it doesn't have to tell the consumer that it's for kids. The visual branding does it for them with its playful characters.
DESIGN
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Juice Ko!
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Juice Ko!
LOGOS
TYPEFACE
ITC Franklin Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Tragic Marker ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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abcdefghijklmnopqrstuvwxyz
Fiestalogy! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 73
TAGLINE
Quench and Learn. ADJECTIVES
COLORS
Youth
FFB339
Fun Playful Creative
8DA54B BC784C ECB33D
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Juice Ko! 01 02 03 04 05 06 07 08 â–˛ Banner for the booth giving information about the company. â—„ Floor plan of the booth in a Juice Convention.
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Bottle caps showing the top and bottom with the bottom teaching the kids tagalog words and their meaning.
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Project
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The Filipino Fruit Juice
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SLABS
AIRPORT MONUMENT SIGN ART DIRECTORS Sean Bacon Candice Lopez
COURSE Process and Design
CLIENT San Diego Airport
MATERIALS Marble Cement
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Plexiglas
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TYPOGRAPHY Gotham
“The bad news is time flies. The good news is you’re the pilot.”
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The Monument Sign was a collaboration between
Implementing a monument sign and wayfinding
City Studio and The San Diego International Airport.
takes analysis, master planning and a well thought
An eye catching, and essential part of the identity
out application process. The new monument sign
of the airport as it is the first thing the visitors
reinforces the airport’s updated logo. Using the
encounter and assures them that they are in the
identity’s elements, I created slabs with etchings
correct location. This project targets both business
to connect the concept to San Diego’s skyline and
and pleasure travelers to San Diego.
bayside geography. The concrete slabs symbolizes the city itself with the middle slab cut to an angle that represents lift off of an airplane. The strip of light shines at night suggesting an airplane taking off over the city. The geometric sans-serif font Gotham was selected to bring coherence to the new identity and monument sign.
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Slabs
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FILIPINO FRUIT JUICE FOR KIDS
PHOTOGRAPHY CONFERENCE
LIFE INSURANCE
WHOLESALE APPAREL
HEAVY METAL BAND
E-SPORTS BUSINESS CONVENTION
INDEPENDENT PHOTOGRAPHER
ART DECO HOTEL
FOX SANCTUARY
GREEN PROSTHETICS
LOCAL ICE CREAM SHOP
JAPANESE COFFEE & TEA
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Logos
DESIGNER
JAMIL LAT CONTACT
TYPEFACES
jamm.lat@gmail.com
Good Pro
1 619 384 0567
More Pro
ART DIRECTORS
PHOTOGRAPHY
Sean Bacon
Bradford Prarie
Bradford Prarie
Jamil Lat Unsplash
PAPER
Adobe Stock
Red River Polar Matte 60lb
BINDER International Coil Bindery
Copyright 2019, Jamil Lat. All rights reserved All images shown are for inspipration only. No portion of this book may be used or reproduced in any manner without the written permission of the author.
THANK YOU! SEAN & BRADFORD Thank you for the time and knowledge you've shared with me and all the students you both have mentored. For the countless emails of feedback and for being so motivating and inspiring.
MOM & DAD Thank you for being so patient and understanding. For giving me your unconditional support and encouraging my creativity. I am eternally grateful.