[LOLA VILLANUEVA] Selected Works

TO REMAI Selected Works

N THIS ARTH

YOU WERE NOT PU

[ LO L A V I L L A N U E VA ]

TO REMAI Selected Works

N THIS ARTH

YOU WERE NOT PU

[ LO L A V I L L A N U E VA ]

I am every part of every project in this book. A certain version of my own self is in every design at different moments in time. I am me in all of it, and all of it is me as a part of my process.

Always me, but constantly [EVOLVI N G].

[ TABLE OF C ON T EN TS]

Books of Berkeley

[ PAG E 0 4]

01

SHE'S Magazine

[ PAG E 5 8]

05

Outsiders

[ PAG E 3 2 ]

03

[ PAG E 2 0]

Type Specimen

02

[ PAG E 4 8]

Inglot

04

Book Covers

[ PAG E 7 2 ]

06

Present is Female

[ PAG E 8 4]

07

01 [ P R OJ ECT ]

Books of Berkeley

[CAT EG O RY ]

Identity System

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ P ROJECT DESC RI PT I ON ] Improve a sign from my local area that has little design judgement but multiple messaging levels. Identify its specific intentions and target audience to envision two alternate deliverables. Based on my selected keywords, develop a singular aesthetic that works as a visual system throughout the different deliverables.

[ D ESI GN GOALS] The Books of Berkeley booktalks audience is predominantly college students from diverse ethnic backgrounds. This talk in particular aimed to a latino audience. To appeal to the target viewer I searched for components of South American textiles and embroidery. The patterns and bright

[C L ASS]

Visual Identity

[ I N ST R U CTO R ]

Hunter Wimmer

colors inspired my own patterns which I used as graphic elements to create a system.

[4]

TARS O

[0 1] 02 0 3 0 4 0 5 0 6 07

HOLD OU

IT IS NOT IN TH

PROJ ECT / / B O OKS O F BER KELEY

[5]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[6]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[7]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[8]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[9]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 10 ]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 11 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 12 ]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 13 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 14 ]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 15 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 16 ]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 17 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 18 ]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 19 ]

02 [ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ P R OJ ECT ]

Type Specimen

[ P ROJECT DESC RI PT I ON ] Develop a type specimen to promote a chosen typeface from the Monotype Corporation. The booklet should show the font family with its variations in size, weight, tracking, leading, and type anatomy. [ D ESI GN GOALS] Because of their sophisticated nature, Didones are often used on fashion magazines, ceremonial invitations and

David Hake

[CAT EG O RY ] [C L ASS]

Type Composition

[ I N ST R U CTO R ]

Type Specimen

luxury brand logos. Parma was designed in 2008 as a remake of Bodoni, and I decided to give it a bold twist through the use of risquĂŠ words and vivid colors.

[ 20 ]

[0 1] 02 0 3 0 4 0 5 0 6 07

ORDS.

RAISE YOU

NO

PROJ ECT / / B O OKS O F BER KELEY

[ 21 ]

[ E VO LV I N G]

[ 22 ]

0 1 [02 ] 0 3 0 4 0 5 0 6 07

PROJ ECT / / T YP E S PEC I M EN

[ 23 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 24 ]

0 1 [02 ] 0 3 0 4 0 5 0 6 07

PROJ ECT / / T YP E S PEC I M EN

[ 25 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 26 ]

0 1 [02 ] 0 3 0 4 0 5 0 6 07

PROJ ECT / / T YP E S PEC I M EN

[ 27 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 28 ]

0 1 [02 ] 0 3 0 4 0 5 0 6 07

PROJ ECT / / T YP E S PEC I M EN

[ 29 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 30 ]

0 1 [02 ] 0 3 0 4 0 5 0 6 07

PROJ ECT / / T YP E S PEC I M EN

[ 31 ]

03 [ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ P ROJECT DESC RI PT I ON ] Create an app for mobile device, following the guidelines Outsiders

[ P R OJ ECT ]

of good user experience. Conceptualize, design and prototype an app that solves a problem for a target audience to which I relate.

[ D ESI GN GOALS] The target user is young professionals, both couples and

UX Design

[CAT EG O RY ]

singles, who live in big cities and share an interest in the outdoors. The goal is to design one app for all the national parks in the U.S. that provides broad visitor information through an efficient user experience. The app is searchable by state or park name and provides trail maps, local amenities, tickets, accommodations, and other

[C L ASS]

Digital Design

[ I N ST R U CTO R ]

Bob Slote

downloadable features to keep in your phone wallet.

[ 32 ]

OT ALL HOSE WHO

[ 33 ]

WANDER AR

ADING

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

NAME OF THE APP

Log in with email

Profile

or

Explore

Log in with Facebook

Log in with Google Create account

EXPLORE

EXPLORE

Choose a state

Choose a state A Alabama Alaska Arizona Arkanzas C California Colorado Connecticut D Delaware

Suggestions

F Florida

[ 34 ]

PROJ ECT / / OUTSID ERS

0 1 02 [03] 0 4 0 5 0 6 07

PROFILE

FRIENDS

MY TRIPS

BUCKET

CALENDAR OCTOBER 2017

M

T

W

T

F

S

S

Name and optional bio

Friends

My Trips Calendar Wallet Bucket List

STATE

PARK

TRAIL

PARK

TRAI

Park Name Location Weather Park Name Location Weather Park Name Location Weather Park Name Location Weather

distance

altitude

Park Name Location Weather

style

distance

altitud

Downlo

RESERVATION

RESTAURANTS Park Name Location Weather Park Name Location Weather Park Name Location Weather

Name Date

/

/

Guests Card Number

Park Name Location Weather Park Name Location Weather

Special Requests

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 36 ]

PROJ ECT / / OUTSID ERS

0 1 02 [03] 0 4 0 5 0 6 07

[ 37 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 38 ]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 39 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 40 ]

PROJ ECT / / OUTSID ERS

0 1 02 [03] 0 4 0 5 0 6 07

[ 41 ]

[ 42 ]

[ 43 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 44 ]

PROJ ECT / / OUTSID ERS

0 1 02 [03] 0 4 0 5 0 6 07

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 46 ]

PROJ ECT / / OUTSID ERS

0 1 02 [03] 0 4 0 5 0 6 07

[ 47 ]

04 [ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ P ROJECT DESC RI PT I ON ] my internship at Falabella. Inglot was celebrating their first year in Chile with special sales and an increased media appearance.

2014

[ P U B L I S H E D]

Promotional work I designed for Inglot cosmetics during

[ D ESI GN GOALS] Create content of interest to the target audience and

Publications

[ B R A N D]

Inglot

[C O M PA N Y ]

Falabella

[CAT EG O RY ]

follow the established visual identity of the brand.

Using corporate colors and Inglot products, I developed diverse promotional brochures and publication pieces.

[ 48 ]

[0 1] 02 0 3 0 4 0 5 0 6 07

F WHAT OU LOVE

LET TH BEAUT

PROJ ECT / / B O OKS O F BER KELEY

[ 49 ]

[ 50 ]

PROJ ECT / / IN GLOT

0 1 02 03 [04] 0 5 0 6 07

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 52 ]

PROJ ECT / / IN GLOT

0 1 02 03 [04] 0 5 0 6 07

[ 53 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 54 ]

PROJ ECT / / IN GLOT

0 1 02 03 [04] 0 5 0 6 07

[ 55 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 56 ]

05 [ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ P ROJECT DESC RI PT I ON ]

2015-2017

[ B R A N D]

SHE'S Magazine

[C O M PA N Y ]

ByC

[CAT EG O RY ]

while working for ByC Comunicaciones (in Chile). As the

Editorial Design

[ P U B L I S H E D]

This chapter gathers together editorial content I designed designer I was asked to create a new, refreshed and more mature look for SHE'S magazine.

[ D ESI GN GOALS] The magazine's target readers are empowered working women between the ages of 25 and 45 who share an interest in fashion and beauty. By following trends from magazines all over the world, I updated the look and feel of SHE'S into one more suited to the readers.

[ 58 ]

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 59 ]

F ALL

THAT I HAV

I AM A PAR

PROJ ECT / / B O OKS O F BER KELEY

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 60 ]

0 1 02 0 3 0 4 [0 5] 0 6 07

PROJ ECT / / SH E 'S M AGA ZINE

[ 61 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 62 ]

0 1 02 0 3 0 4 [0 5] 0 6 07

PROJ ECT / / SH E 'S M AGA ZINE

[ 63 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 64 ]

0 1 02 0 3 0 4 [0 5] 0 6 07

PROJ ECT / / SH E 'S M AGA ZINE

[ 65 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 66 ]

0 1 02 0 3 0 4 [0 5] 0 6 07

PROJ ECT / / SH E 'S M AGA ZINE

[ 67 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 68 ]

[ 69 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 70 ]

0 1 02 0 3 0 4 [0 5] 0 6 07

PROJ ECT / / SH E 'S M AGA ZINE

[ 71 ]

06 [ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ P ROJECT DESC RI PT I ON ]

[CAT EG O RY ]

Book Covers Editorial Design

[ P R OJ ECT ]

Redesign a set of three book covers for a reissue. The original books can all be from different publishers, but the topics should have something in common, to design a cohesive system.

[ D ESI GN GOALS] The books I chose were all related to music—since this is a subject I really enjoy­ —but have a different approach.

Subculture talks about the evolution of style through time and its connection to music as expressive resistance.

Musicophilia studies the relation between the human brain and its response to music, and Autobiography is a book by the British singer-songwriter Morrissey.

[C L ASS]

Type Composition

[ I N ST R U CTO R ]

David Hake

The books have a deep content, which is why I chose black and white portraits. On the other hand, I also wanted to characterize the free, expressive nature of music through handmade illustrations and color.

[ 72 ]

O MUSIC

I LOST MYSEL

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 73 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 74 ]

PROJ ECT / / B O OK C OVERS

0 1 02 0 3 0 4 0 5 [0 6] 07

[ 75 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 76 ]

PROJ ECT / / B O OK C OVERS

0 1 02 0 3 0 4 0 5 [0 6] 07

[ 77 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 78 ]

PROJ ECT / / B O OK C OVERS

0 1 02 0 3 0 4 0 5 [0 6] 07

[ 79 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 80 ]

PROJ ECT / / B O OK C OVERS

0 1 02 0 3 0 4 0 5 [0 6] 07

[ 81 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 82 ]

PROJ ECT / / B O OK C OVERS

0 1 02 0 3 0 4 0 5 [0 6] 07

[ 83 ]

07 Present is Female

[ P R OJ ECT ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ P ROJECT DESC RI PT I ON ] Based on a CSR I redesigned for The Body Shop, create a new direction for the brand in a hypothetical future.

Develop a book that explains this new direction through the use of photography and graphics. [ D ESI GN GOALS] The company starts a new organization that educates women

David Hake

[CAT EG O RY ] [C L ASS]

Type Systems

[ I N ST R U CTO R ]

Editorial Design

and gives them tools to build their own businesses. By doing this, The Body Shop will provide work opportunities and promote equality for women around the world.

In order to express female empowerment, I selected photos that portray strong women working and supporting their families. The color selection and flower vectors celebrate their female nature.

[ 84 ]

ILL BRING

[0 1] 02 0 3 0 4 0 5 0 6 07

CHANGE T

WOMEN TOGETHE

PROJ ECT / / B O OKS O F BER KELEY

[ 85 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 86 ]

0 1 02 0 3 0 4 0 5 0 6 [07 ]

PROJ ECT / / T H E P R ES ENT I S FEMALE

[ 87 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 88 ]

0 1 02 0 3 0 4 0 5 0 6 [07 ]

PROJ ECT / / T H E P R ES ENT I S FEMALE

[ 89 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 90 ]

0 1 02 0 3 0 4 0 5 0 6 [07 ]

PROJ ECT / / T H E P R ES ENT I S FEMALE

[ 91 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 92 ]

0 1 02 0 3 0 4 0 5 0 6 [07 ]

PROJ ECT / / T H E P R ES ENT I S FEMALE

[ 93 ]

[ E VO LV I N G]

[ 94 ]

PROJ ECT / / B O OKS O F BER KELEY

[0 1] 02 0 3 0 4 0 5 0 6 07

[ 95 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 96 ]

0 1 02 0 3 0 4 0 5 0 6 [07 ]

PROJ ECT / / T H E P R ES ENT I S FEMALE

[ 97 ]

[ E VO LV I N G]

S EL ECT ED WO R KS / / LO L A V I L L A N U E VA

[ 98 ]

0 1 02 0 3 0 4 0 5 0 6 [07 ]

PROJ ECT / / T H E P R ES ENT I S FEMALE

[ 99 ]

IT HAS DONE M

[G RAC I AS] To my father. Supportive beyond reason, selfless in every way and with no judgement ever. The most gentle soul, and to whom I owe everything.

To Martín, María and Tomás, for being the joy in my life and keeping my heart growing.

To my family and close friends with whom I am sharing this journey. You are my pillars and I am grateful to have you.

I love you.

To David Hake, Bob Slote, Wioleta Kaminska, Mary Scott and Hunter Wimmer, whose teachings, support and encouragement I am taking with me from this experience.

OOD,

Thanks for always being there.

HE COLOR

OF TH

BECAUSE O

[Q U OT ES] “ You were not put on this earth to remain stagnant.”

— Dr. Steve Maraboli ­ “It is not in the stars to hold our destiny.”

—William Shakespeare “Not all those who wander are lost.”

—J.R.R. Tolkien “I lost myself to music at a very early age.”

—Morrissey “Let the beauty of what you love be what you do.”

—Rumi “I am a part of all that I have met.”

—Alfred Tennyson “Raise your words, not your voice.”

—Rumi “Women together will bring change to humanity.”

—Musimbi Kanyoro “It has done me good, because of the color of the wheat fields.”

—Antoine de Saint-Exupéry

[ D ES I G N E R ] Lola Villanueva [ I N ST R U CTO R ] Mary Scott [C L ASS] MA Portfolio [ P R OJ ECT T I T L E ] Evolving [ P RIN T I N G AN D BI N DERY ] Blurb [ PAPER] Proline Uncoated #100 [ T Y PO GRAPHY ] Atlas Typewriter, Atlas Grotesk [SOF T WARE] Adobe Creative Cloud — © 2018 by Lola Villanueva.

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