Design has the capacity to evoke feeling, express identity, and challenge the way we see the world. Bold self-expression, creativity, and the cultural narratives that shape our identities are the cornerstones of my design philosophy, shaping every project I undertake. My designs are deeply influenced by my love for music and alternative subcultures, as well as my relentless pursuit of visual inspiration. I bring these strong visual identities to reality through branding, packaging, and marketing assets to create impactful experiences.
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TreePeople
TreePeople is a non-profit environmental organization based in Los Angeles dedicated to inspiring and supporting communities in planting and caring for trees, creating sustainable urban environments, and addressing climate challenges. Their audience primarily consists of educators/students and local community members. Therefore, their new branding strategy would aim to reach wider demographics by evolving their voice and identity.
Aiming to refresh their visual identity and connect with a broader demographic , this rebrand blends the key elements of the original branding with a new
contemporary direction. To meet the client’s vision, I developed a new brand strategy and brand kit featuring a redesigned logo, print materials, a stationery system, directional signage, web interfaces, merchandise, and packaging. As a result, TreePeople accomplished their goal of reaching wider demographics across different age groups and regions.
Branding & Visual Identity
Horsehill Vineyards
This project was presented as an open-ended design proposal to create a label for the latest batch of Zinfandel Rosé from Horsehill Vineyards at Cal Poly Pomona. The primary objective throughout the design process was to create a label that would stand out on the shelves, particularly when displayed at its main point of sale—the CPP Farm Store.
Horsehill Vineyards is a winery based in the Los Angeles County. Their wine was created through the collaboration between Cal Poly Pomona
and South Coast Winery. Through our design and research, we created a sense of place that highlights the integral collaboration between the students of the university and the winery. Our innovative design incorporates details that create the Cal Poly experience and highlight the best of Horsehill Vineyards and their wine through the campus symbols and the see-through sandwich label that reflects the connection of the student community to the campus. This bold design distinguished itself in a competitive market through its unique design.
Liz Cabrera | lizxcabrera.design
Branding & Packaging Design
Associated Students Inc., Student Elections
Cal Poly Pomona’s Associated Students, Inc. (ASI) is led by the Board of Directors that manage programs and services for CPP students, faculty, and staff. Every spring, ASI Student Government Elections are promoted to over 25,000 students, encouraging them to run for positions such as ASI president, vice president, and college representatives at CPP. Candidates have a designated period to campaign before voting takes place toward the end of the semester. To maximize student awareness and participation, a comprehensive marketing strategy is essential throughout the election cycle, driving engagement and voter turnout.
As part of ASI’s commitment of fostering care and growth for students, faculty, and staff, the goal of the marketing strategy of the Student Elections campaign was to create an uplifting message to encourage participation. As a result, 37 candidates applied, surpassing the number of applications from previous years, and each campaign event accomplished reaching their goals of student participation and engagement.
Social media marketing to increase engagement for 14.5k followers
Outreach assistant driving student engagement with handbills
Marketing & Brand Identity
It Gets Better
It Gets Better is a non-profit organization that aims at uplifting, empowering, and connecting LGBTQ+ youth around the world. It is the largest storytelling effort in the world that aims at empowering LGBTQ+ youth where they live, learn, and socialize.
The Cal Poly Pomona AIGA team were delegated into 4 cross-functional teams to create 30 delieverables for It Gets Better that included social media content, physical collateral, motion graphics, and experential design.
As a member of the 3D Experential Team, we were informed that It Gets Better wanted to curate a tent space for tabling at events to facilitate a sense of community. We created a 3D mockup for a 20’ x 10’ tent space and a 10’ x 10’ tent space that reflects their brand identity and creates a sense of community for members at outdoor events. The space would increase engagement with the brand through the several forms of activation presented in the tent space.
Tent Canopy
20’x10’ Event Space
Branding & Visual Identity
QuetzalCacao
QuetzalCacao is a chocolate candy brand based on traditional Mexican design. Usage of vibrant colors, traditonal Mexican design references, and bold flavors are the key characteristics of the branding identity. The packaging design honors traditional Mexican roots while appealing to modern consumers. Along with the packaging design, a short-form Instagram motion graphic advertisement was made to highlight the brand’s story and visual identity for a wider online audience. The brand identity, packaging system, and marketing assets produced positive results of increased online engagement and visibility. Consumers found the brand identity to be engaging and appealing on the shelves.
Branding & Packaging Design
ASI Gala
Cal Poly Pomona’s Associated Students Inc., Marketing, Design, and Public Relations Department (ASI MDPR) delivers fresh and creative marketing for a wide range of events and opportunities designed for students each year. These designs are created for a variety of platforms, including social media, print, and digital displays, as well as several collateral to drive student engagement.
Every spring semester, ASI hosts the ASI Gala. The theme for this event was Bridgerton, therefore I created a Regency inspired set of marketing
materials and collateral. The marketing reached to 14.5k followers on social media and 25,000 students on the Cal Poly Pomona campus, resulting in an expected 200 students in attendance. The collateral for the event included candy grams, letters, and event signages, which increased participant engagement and overall participant satisfaction.
Social media marketing to increase engagement for 14.5k followers
E-marquee advertisement visible to 25k students on campus
