Wait, who?!
My name is Joseph Rey Puno Velasquez, a graduate of Fine Arts, Major in Information Design from the Ateneo de Manila University. I was 3 years old when I started to draw on court papers my dad brought home, and I never looked back since. Nearly two decades later (and influenced by illustrators and designers such as Tom Whalen, Chuck Anderson, Stanley Chow, and Kozu), I have moved from the traditional pen-and-paper to graphic design using Photoshop, Illustrator, After Effects, and 3DS Max. I am fond of both photomanipulation, illustration, and art direction, as seen in the collection of work displayed in the succeeding pages.
In the next few pages...
You will be taking a look at some of my branding projects. Branding (or IDENTITY DESIGN AND DEVELOPMENT) involves making the logo, choosing the color scheme, the font style, and setting the guidelines on how to use the logo created. Please note that a LOGO is part of a BRAND/IDENTITY; it is the most obvious and most visible part of your company’s branding, so the creation process is meticulous and not as easy as you might think. This is also why I charge the amount I charge: I put a lot of thought and effort in the creation process, knowing that I have been entrusted with your company’s visual and corporate identity, one that will hopefully be used in the years to come and will be recognized by many. In the succeeding pages, you will not only see the finished logos and identities, but also the process that led to the final output.
JOSEPH VELASQUEZ
TRUSCENTS CORPORATION
Branding / Identity / Art Direction 2014 Identity design and development for Truscents Corporation, a company that specializes in “scent marketing.” Truscents is the Philippine distributor of Air Aroma perfume used in high-end establishments. Work done under Vitalstrats Creative Solutions.
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JOSEPH VELASQUEZ
TRUSCENTS CORPORATION Branding / Identity / Art Direction 2014 ABOVE: the logic behind the logo RIGHT: early logo studies, showing the many versions of the logo presented to the client
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JOSEPH VELASQUEZ
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JOSEPH VELASQUEZ
ABLAZE CONFERENCE
Identity, Art Direction, Copywriting 2011 - present Ablaze Conference is a Ministry of Puno United Methodist Church. The logo, which is a combination of a dove and the Holy Spirit “tongue of fire,� has been used since 2011 and is prominent in all promotional materials such as shirts, posters, bookmarks, and advertisements (see photos on the right).
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JOSEPH VELASQUEZ
ABLAZE CONFERENCE
Identity, Art Direction, Copywriting 2011 - present Ablaze Conference is a Ministry of Puno United Methodist Church. I serve as Creative Director for the event and tasked to update the branding of the Conference. I’m also in charge of the event’s promotions, working with other Creatives to make materials from posters to art direction in TV advertisements and other videos.
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JOSEPH VELASQUEZ
JAMES VELASQUEZ
Identity, Art Direction Branding done for James Velasquez, a sportscaster who covers local sports leagues such as the Philippine Basketball Association and Philippine Superliga. I have also made the layout design of his corporate communication materials (CV, resume, letterhead). He also happens to be my elder brother.
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JOSEPH VELASQUEZ
ARKINASIA LOGISTICS INC.
Identity, Art Direction 2012 Branding done for ArkInAsia Logistics Inc. The logo is a stylized triangle that signifies connectivity, roads, and destination. Please note that the blue background is not part of the logo itself; it is, however, part of the brand’s color scheme. It is thus used as the background color in the company’s business cards and is also the color of the company uniform.
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JOSEPH VELASQUEZ
ARKINASIA LOGISTICS INC.
Identity, Art Direction 2012 ABOVE: The different ways the logo can be used or laid out. RIGHT: Various logo applications (shirt, business card, letterhead).
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JOSEPH VELASQUEZ
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JOSEPH VELASQUEZ
CROSS CURRENTS
Logo Restyling 2014 I was tasked to update the old logo of CrossCurrents, a Christian news website. The logo itself wasn’t changed much, but I updated the font style and used a circle instead of a diamond to signify that the website wants a global audience. TOP: The chosen logo OTHERS: Different interpretations of the logo during the design process
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+639174355221 josephreyvelasquez@gmail.com behance.net/josephvelasquez ph.linkedin.com/in/josephreyvelasquez