JOHN RODRIGUE Z _
S ele cte d Works
JOHN RODRIGUE Z _
S ele cte d Works
FO R MY FAMILY_
You are my inspiration, motivation and support. Without all of you, I could not have accomplished this. Thank you.
OF TWO MINDS is derived from my struggle with choosing between two
things. Whether it's between two design styles, two typefaces, two types of food or even two t-shirts, this internal conlifct extends through every aspect of my life. This type of internal conflict has encouraged me to find ways to combine two, seemingly opposite elements into a new unique end product. In design, this has come to fruition through my desires to explore pairing more traditional handmade elements with modern digital design tools and techniques.
01 Flag Nor Fail Promotion 15 Zurich Airport Identity 35 Outlaws Meat Market 49 Don't Silence the Music Festival 65 Toxic: Neenah Paper Promo 74 Carhartt Skin Care Packaging 89 NU/2 Mobile App 99 The New Basics: Motion Graphics Promotion 109 Anti-Syria War Campaign
OF TWO MINDS_
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F I R S T THOUG HT _
Work, Hustle, Kill. These are the words that describe the mindset of Flag Nor Fail, a lifestyle brand with an unparalleled uniqueness. Starting out as a small company specializing in limited edition, hand printed apparel, the company has been quickly expanding into one of the most badass lifestyle brands on the market, creating a fitness sub-brand, promoting special events nationwide and even going on promotional tours using company branded sports cars. Along with this expansion comes the need for promotion. S E CON D THOUGHT_
This promotional package includes a hand-bound book, with a coptic stitch binding using hemp cord, a poster series and an informational website. A bold two-color palette, overprinted typography and graphic images creates the Flag Nor Fail voice while the distressing simulates the uniqueness of hand-printing techniques and the durabilty of the brands line of products.
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VISUAL SYSTEMS 2_ESZTER CLARK
FL AG NOR FAIL PROMOTION
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ILL FO
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OUR ASSIO
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IDENTIT Y DESIGN 2 _TODD HED GPE TH
ZURICH AIRPORT IDENTITY
F IR ST THOUGHT_
The Zurich Airport—one of the most beautiful airports in the world—is the gateway to one of the most beautiful areas in the world. With unique architecture designed by some of the worlds greatest architects, the airports identity needed to be just as unique and representative of the region itself. For this, a complete overhaul of the existing identity was needed. Pulling inspiration from the airports interior design as well as the city’s transportation infrastructure a modern identity was created that stood alone in the field of regional competitors. SECO ND THOUGHT_
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This identity system includes a one and two-color brand marks, tagline, identity standards manual including clear space and correct usage requirements. A four-color palette was influenced by both Swiss national and Zurich local colors, and is designed to allow for the color coding of transportation signage and parking structures. A stationery system utilizes the identity cohesively through all business communications. Sample print materials and web design are also included.
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gep채ckanspruch
FLIGHT
swissair 1028
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ZURICH AIRPORT IDENTITY
gate a
shops
gate c
resturaunts
swissair
lounges
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FIR S T THOU G HT _
The Wild West, where outlaws made a name two centuries ago. Meals from the Old West still staples in local eateries, from biscuits and gravy to baked beans and briskets. At Outlaws Meat Market you can get all the classic deli food, from cold cut meat and cheese to sausage links and sandwiches alongside your favorite wild west staples straight from the chuck wagon! Sauces so wild even the baddest outlaws could not tame them and meat so fresh you can taste the pasture.
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SEC OND TH O UG HT _
Designing for the Outlaws Meat Market required market research into the delicatessen industry, primarily local to the San Francisco Bay Area. Inspired by the local history of the West Coast, the Outlaws Meat Market brand has a distressed, worn look, bold type to replicate old letterpress wanted bulletin prints. A simple one-color palette was chosen due to the limited number of colors in the wild west printing along with the high cost and difficulty of letterpress printing multiple colors.
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PACKAGE DESIGN 2_CHRISTINE GEORGE
OUTLAWS DELI PACK AGING
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VISUAL SYSTEMS 1_TROY ALDERS
DON'T SILENCE THE MUSIC FESTIVAL
F IR S T T HO UG HT _
We all hate loud music, but this music festival is not about the volume Around the world, musicians use their music to voice their opinions, to raise awareness for issues dear to them or their audience, and also, most importantly, to speak out against their governments. According to FreeMuse, a free speech group, hundreds of musicians are killed each year around the world and thousands of others either jailed, beaten, maimed or ostracized merely for speaking out against their oppressive governments. This needs to be stopped, but in order to do so, we must raise the awareness of this issue and a festival is the perfect venue. S E C OND T HO UG HT _
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Designing for a music festival is a multi-disciplinary project including print, branding, digital media, web and retail elements. A flood of color with reversed out branding and type is high contrast and eye-catching, and imagery depicting the destruction of music products is a visual cue to the issue at hand, the silencing of music and the artist that create it. Dynamic use of typography creates a layout that engages the viewer.
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MUSIC
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P-HOP FESTIVAL TO HELP STOP USIC SUPPRESSION WORLDWIDE
USIC
THE
SILENCE
DONT 54
OF TWO MINDS_ JOHN RODRIGUEZ
SCARUB
PSALM ONE
P.O.S
MR. DIBBS
GRIEVES
GRAYSKUL
FREEWAY
DJ ABILITIES
BLUEPRINT
ATMOSPHERE
AESOP ROCK
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GOLDEN GATE PARK SAN FRANCISCO
APRIL 21 1 2 3 4 5 6 7 8 9 DON'T SILENCE THE MUSIC FESTIVAL
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T N DO DONT
DONT
LELENNC SISI E CE
SILENCE
TH THEE IC SIC UUS MM
THE
MUSIC
APRIL 21 GOLDEN GATE PARK
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SAN FRANCISCO Et mos prat omnihil itecte dolla con rehendi conse pa volori rehendit autem quid eum qui aut et am, omnisqui omnihici nulparunt auditi am anis seribus sin cust eos doluptiis am resequi as et lanis de quibusandae soluptaquis maximag natias que sunt omnis expersp ientus. Ilita dent hitatecea evendero blatur si quis excepudia quat fugia dolore, velique porror autesci doloris ellorem quam, serum duciumqui tem aut modi omnihiti omnia sanit et, volore, natem nulpa et quo qui conseru mquidi rendipsa solo tem aut volupta etumqui untia cuptaque possect ionse
quam volore, voluptati tem ex ex endant vit laborro inuscid quatendaes initatur? Rumquo mi, earumquis essende sus earcit quatur? Uptate solut omnis unt as eres et, quame aut que saeriorion plat labores accum facearum faciendi od quam, con nis eume corem qui que sundi cum quam quatestia eum ullab idelecepturi omnihillorro inihitatquod experumquis quiae sit que quat.Consecu sanderum volessime simus aborem ipsunda nisquam esequo deligen dantur, que reptaUt minum quae as molest, sed magnis etur re, to es ventemquatia se nihicit asseruptaspe que
dolut moluptibus aute dolum quam, sequo et offic to dersped eumeniendae et quiscie ndusae. Veni mpe remque ipsam volut lanienimaxim eum consequid mod eturiorum fugitti ot doluptur, simo venecusam utestio et velitae dit eiur itissim incit eum ut minullum eumet eris aut rero cus, que necatque voluptatus et as nonecum es int, idem accus, odi que pedigen tetur, is eos maiorit quam fugitas ditas derecti onempel ipid quasperion nata exeriatem si reptissectur sae. Et la consequi sed qui acea cuptati con re solupti dem qui.
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11:00a
THE
AESOP ROCK
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BICASSO
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ABILITIES
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MURS
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ATMOSPHERE
11:00p
P.O.S
DONT P.O.S
SILENCE
Murs
THE
Greives
Et mos prat omnihil itecte dolla con rehendi conse pa volori rehendit autem quid eum qui aut et am, omnisqui est omnihici nulparunt auditi am anis seribus sin cust eos doluptiis am resequi as et lanis de quibusandae soluptaquis maximag natias que sunt omnis expersp ientus. lita dent hitatecea evendero blatur siquis excepudia quat fugia dolore, velique
Et mos prat omnihil itecte dolla con rehendi conse pa volori rehendit aute quid eum qui aut et am, omnisqui es omnihici nulparunt auditi am anis ser sin cust eos doluptiis am resequi as e lanis de quibusandae soluptaquis ma natias que sunt omnis expersp ientus lita dent hitatecea evendero blatur si excepudia quat fugia dolore, velique
MUSIC Scarub
Et mos prat omnihil itecte dolla con rehendi conse pa volori rehendit autem quid eum qui aut et am, omnisqui est omnihici nulparunt auditi am anis seribus sin cust eos doluptiis am resequi as et lanis de quibusandae soluptaquis maximag natias que sunt omnis expersp ientus. lita dent hitatecea evendero blatur siquis excepudia quat fugia dolore, velique
Grouch
Et mos prat omnihil itecte dolla con rehendi conse pa volori rehendit aute quid eum qui aut et am, omnisqui es omnihici nulparunt auditi am anis ser sin cust eos doluptiis am resequi as e lanis de quibusandae soluptaquis ma natias que sunt omnis expersp ientus lita dent hitatecea evendero blatur si excepudia quat fugia dolore, velique
Eligh Et mos prat omnihil itecte dolla con rehendi conse pa volori rehendit autem quid eum qui aut et am, omnisqui est omnihici nulparunt auditi am anis seribus sin cust eos doluptiis am resequi as et lanis de quibusandae soluptaquis maximag natias que sunt omnis expersp ientus. lita dent hitatecea evendero blatur siquis excepudia quat fugia dolore, velique
Et mos prat omnihil itecte dolla con rehendi conse pa volori rehendit aute quid eum qui aut et am, omnisqui es omnihici nulparunt auditi am anis ser sin cust eos doluptiis am resequi as e lanis de quibusandae soluptaquis ma natias que sunt omnis expersp ientus lita dent hitatecea evendero blatur si excepudia quat fugia dolore, velique
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DONT Et mos prat omnihil itecte dolla con rehendi conse pa volori rehendit autem quid eum qui aut et am, omnisqui omnihici nulparunt auditi am anis seribus sin cust eos doluptiis am resequi as et lanis de quibusandae soluptaquis maximag natias que sunt omnis expersp ientus. Ilita dent hitatecea evendero blatur si quis excepudia quat fugia dolore, velique porror autesci doloris ellorem quam, serum duciumqui tem aut modi omnihiti omnia sanit et, volore, natem nulpa et quo qui conseru mquidi rendipsa solo tem aut volupta etumqui untia cuptaque possect ionse
SILENCE
quam volore, voluptati tem ex ex endant vit laborro inuscid quatendaes initatur? Rumquo mi, earumquis essende sus earcit quatur? Uptate solut omnis unt as eres et, quame aut que saeriorion plat labores accum facearum faciendi od quam, con nis eume corem qui que sundi cum quam quatestia eum ullab idelecepturi omnihillorro inihitatquod experumquis quiae sit que quat. Consecu sanderum volessime simus aborem ipsunda nisquam esequo deligen dantur, que reptaUt minum quae as molest, sed magnis etur re, to es ventemquatia se nihicit asseruptaspe que dolut moluptibus aute dolum quam,
sequo et offic to dersped eumeniendae et quiscie ndusae. Venimpe remque ipsam volut lanienimaxim eum consequid mod eturiorum fugit doluptur, simo venecusam utestio et velitae dit eiuritissim incit eum ut minullum eumet eris aut rero cus, que necatque voluptatus et as nonecum es int, idem accus, odi que pedigen tetur, is eos maiorit quam fugitas ditas derecti onempel ipid quasperion nata exeriatem si reptissectur sae. Et la consequi sed qui acea cuptati con re solupti dem qui.
THE
MUSIC
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AESOP ROCK ATMOSPHERE BLUEPRINT DJ ABILITIES FREEWAY GRAYSKUL GRIEVES MR. DIBBS P.O.S PSALM ONE SCARUB MURS BICASSO GROUCH ELIGH AESOP LUCKY.IAM SUNSPOT JONZ
DONT 60
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MUSIC
04.21.2012
N SAN SA
GOLDEN GATE PARK
FRANCISCO
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DONT
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AESOP ROCK ATMOSPHERE BLUEPRINT
04.21.2012 GOLDEN GATE PARK
N SAN SA
FRANCISCO
DJ ABILITIES FREEWAY GRAYSKUL GRIEVES MR. DIBBS P.O.S PSALM ONE SCARUB MURS BICASSO GROUCH ELIGH AESOP LUCKY.IAM
SUNSPOT JONZ
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FIR S T T HO U G HT _
Patches of trash miles long float in the middle of the world’s oceans. Technology improves so fast old, outdated products get tossed on a daily basis. Nuclear energy used for both civilian and military purposes cause catastrophic damage to the planet’s ecosystems. Without people awakening to the damage that we as inhabitants of this planet are doing, without a fundamental change in the minds of the people in regards to waste management, more destructive natural disasters will not only continue, but increase in frequency and power.
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SECOND THO UG HT_
To accomplish this, an impactful publication design that conveys the toxicity of the current standards of living. A two-color palette was chosen using colors that had an almost toxic glow to them. Powerful black and white photography includes toxic images. Toxic colors and bold headlines all come together to paint the bigger picture with what all of this waste actually does to the planet.
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T YPOGRAPHY 3_ ARIEL GREY
TOXIC: NEENAH PAPER PROMO
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PA CK AGE D ESIGN 3 _TO M M CN AULT Y
CARHARTT SKIN CARE LINE
F I R S T T HO U G H T _
You work hard for your living. Day in and day out, rain or shine, you pour sweat and shed blood doing the tough and gritty work that you love. You prefer work boots to loafers, hard hats to hair gel, and safety harnesses to a suit and tie. You wear a nice protective coat of scruff on your face to cover the wear and tear from the years, and most of the time, you wouldn’t have it any other way. Occasionally, however, you like to clean it up for a night out with the misses. Grindstone is a new line of skin care products for men, by workwear legend Carhartt that offers protection from the elements for your skin, with the quality you expect from such a legendary company. SECOND THOUGHT_ 75
The design is utilitarian and the look is rugged. The distressed label and display stand showcases the quality and durability of the product, for which Carhartt is known. This new line required brand, logo and concept development, packaging for seven products, as well as a display built in collaboration with California Model in San Francisco, California.
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CARHARTT SKIN CARE LINE
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3”
1.1”
2”
11.75” 4.5”
4.5”
2.25”
3”
9.4”
1.1” .5” 2”
11.75” 4.5”
11.75”
4.5”
2.25”
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JOHN RODRIGUEZ
PRE PREPARE YOUR SKIN BEFORE SHAVING
MOISTURIZE
SPF 15
NO NICKS
FL OZ 10
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CARHARTT SKIN CARE LINE
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FIR S T T HO UG HT_
Almost everybody has moved to a new location at least once in their life. As a newcomer to an area, would it not be nice to have an app that could show you what is going on in your area that moment, whether it is museums, live music, or even local festivals? What about showing you demographic information or charts showing you what time of day the streets are the busiest, and when they are the quietest. How about some ideas for good food and drinks?
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S E C OND THO UG HT _
With the ability to connect with other leading applications, live events, recommendations from friends, ratings, reviews and even directions are all available within the NU/2 application, to really show you what your new neighborhood is all about.
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INFORMATION DESIGN _ SAMANTHA PERKINS
NU/2 MOBILE APP
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MOTION GR APHIC S 1_ RYAN BERKE Y
THE NEW BASICS: MOTION GRAPHICS PROMO
F IR S T T HO UG HT _
With the ever changing digital world, it is imperative that, as a designer, you continue to educate yourself on new tools, techniques and software regularly. By doing so, you not only have a greater knowledge base with which to solve creative problems but also the most current knowledge to offer either your employer or client. Whether it is finding a tutorial on a new photo enhancement technique, or learning a new web-coding language to design even better websites, knowledge is fundamental to being a creative problem solver. S E C OND T HO UG HT _
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Learning is as imperative to my life as food—without learning, living would probably get boring. With that mentioned, this project was about learning the basics motion graphics. A motion graphic video promo was created as a promotion for the book, Graphic Design: The New Basics, by Ellen Lupton. In order to complete this, the fundamentals of Adobe programs, After Effects, Premier and Audition were learned and used, with the project completed in a four week period.
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F I R ST T HO U GHT_
On August 21, 2013, one of the most atrocious acts of the 21st century occurred—a gas attack on civilians inside civil war-torn Syria. As world governments responded with varying threats of military action against the embattled Assad regime in retaliation, the world saw a strengthening of global alliances with Syria from military powerhouses like Russia and China. On the brink of World War III, the fate of millions laid in the hands of a few Western political leaders.
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S E C O ND T H OUGHT_
To promote an anti-war stance, a viral guerilla marketing campaign was developed consisting of a newsletter, posters and a video. An in-yourface typographic style, with very vibrant, eye-catching color and graphic images of war were used to engage the college-aged demographic. A video was also created using guerilla video techniques, referencing the historical trend for American military action in other countries.
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VISUAL SYSTEMS 3_ROLAND YOUNG
ANTI-SYRIA WAR CAMPAIGN
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P∏OPAGAN ∏ACY WHA TO A TOTA
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NDA IS TO A DEMOCAT THE BLUDGEON IS ALITA竏終AN STATE.
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OF TWO MINDS_ JOHN RODRIGUEZ
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1 2 3 4 5 6 7 8 9 ANTI-SYRIA WAR CAMPAIGN
OF TWO MINDS_
JOHN RODRIGUEZ
ACKNOWLEDGEMENTS
ACK NO WLEDGEMENTS_
From start to finish, there were a lot of individuals who have helped me complete my formal design education. I would like to thank the following people: My parents, John and Sandra Rodriguez; My best friends, Aaron Alonzo, Gavin Ward, Josh Drush and Anne de MaCarty; My cousins John Foster and Max Crouch; My grandparents, who have kept me motivated to be the first college graduate in our family, and also provided me with a place to live during my final semester; the Academy of Art, whose ideals allow previously non-creatives to gain a creative education; AAU Graphic Design Chair Mary Scott, whose influence will permeate my entire design career; Chamindri "Chums" Wijemanne, while we had a rough start to our friendship, it has become one of great importance in my schooling; David Hake, who taught my first three design classes and influenced my typography profoundly, and also introduced me to the person who gave me my first few design jobs; Rebecca Delgado, who introduced me to my first three design clients; Michael Kilgore, who inspired me to use my design ability to influence public opinion on social and political issues; Roland Young, for your crazy way of thinking and forcing me to think about the world and design in different terms; and last but not least, my sister Rachel Rodriguez, while you may not know it, you were my biggest motivation to finish this program, I hope I could show you that anything is possible if you truly set your mind to it and put forth all of your effort—I know you will find your true passion one day, and when you do, your stubbornness will make accomplishing any thing you desire more than possible. Thank you all for every ounce of effort you put in to help me accomplish this goal.
COPYRIGHT_
John Andrés Rodriguez, Jr. All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or by any other methods, without the prior written permission. © 2014
COLOPHON_
SCHOOL_Academy Of Art University COURSE_Senior Portfolio INSTRUCTOR_
Mary Scott TITLE_Of Two Minds SIZE_9” X 12” TEXT STOCK_ Finch Fine 100lb BINDERY_The Key, Oakland, CA PRINTING_Plotnet, San Francisco, CA PRINTER_Xerox 700 Digital Press TYPEFACES_Trade Gothic, Custom Handwriting SOFTWARE_Adobe InDesign, Photoshop, Illustrator CAMERA_ Nikon D60 LENS_Nikkor 18-55mm 1:3.5-5.6ag
C O N TA C T _
EMAIL_hi@jrodriguezdesign.co WEBSITE_jrodriguezdesign.co