if you don�t have any shadows you�re not standing in the light
synesthesia The concept of perception has always interested me. How do we perceive things? We all have unique sensory experiences that form our individual realities. More important is the way we filter our perceptions through the lens of artistry and create something beautiful and meaningful. In my reality, creativity is the ability to come up with different, useful and innovative associations. Synesthesia is a condition in which stimulation of a sensory or cognitive pathway is linked to an involuntary experience in a second sensory or cognitive pathway. As a synesthete my experience is truly different from any other. Synesthesia has allowed me to heighten my creativity, and embraced my ability to form meaningful associations between disparate stimuli. Some may interpret this as living halfway between reality and fantasy. I see it as an ability to look back on memories and reinterpret them artistically, just as my mind perceived it when it happened. Clinical psychology tells us that a traumatic event involves a single experience, or repeating events, that completely overwhelm an individual's ability to cope with or integrate the emotions involved with that experience. In order to grow from those experiences one must bear those struggles close to your heart, marry the darkest, deepest part of you, and honor that darkness to bring yourself into light. Most important, you must always honor your creativity and never ignore or resist what your creative senses are dictating to you.
morph 1
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
Luis Hernandez
2
“Change does not roll in on
the wheels of inevitability, but comes through continuous struggle. And so we must straighten our backs and work for our freedom. A man can’t ride you unless your back is bent” -martin luther
3
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
king jr.
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
category
concept
Branding Editorial
Morph, short for metamorphosis, is a commercial clothing line that reflects the important concept on the fashion industry which states that fashion changes as the world around us changes. Targeted to a sector of the fashion market willing to pay for more to stand out from mainstream fashion. Morph’s demographic consist of style-conscious male and females ages 17 to 34 who never follow trends. The Morph aesthetic takes inspiration from old medical, anatomical and botanical encyclopedias to celebrate knowledge that has changed humanity. It evokes a mood of decadent decay and morbid glamour, vintage details added to layer upon layer of carefully aged objects. Their stores provide a mélange of inspiration, displayed with a “thrown together” look conveying the idea that these are pieces one might find in an old junk shop. The brand utilizes vintage typography, arranged in ways to mimic old medical forms with a modern twist. Branding includes receipts, job applications, hang tags, shirts, bag, boxes and many others. The overall vibe is simple and minimalistic with some layers of complex systematic information like the one shown on the lookbook.
Luis Hernandez
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5
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
Adobe Caslon Pro A B C D EF G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz
Courier New
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Letter Gothic Mono a b c d e f g h i j k lm n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz
Luis Hernandez
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7
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
1. Letterhead 2. Stationery (business card, folder and letterhead) uses natural soft white paper to enhance the brands emulation of aged documents.
Luis Hernandez
8
9
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
1. Receipt and receipt holder 2. Job application 3. Job application detail. Simple and minimal typography is used to replicate vintage medical forms with a modern twist.
Luis Hernandez 10
Clothing tags (jeans, shirt, hang tag). Jeans and hang tag are made from rubber and blind embossed.
11
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
Luis Hernandez
12
Female and male t-shirts with vintage medical and botanical drawings. Simple design with interesting shapes is what the brand strives for.
13
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
Luis Hernandez 14
15
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
Luis Hernandez 16
17
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
Spring 2013 lookbook. A simple design with a complex system in which each piece of clothing has a code for the retailer and a generic name for the consumer. Large numbers in the bottom of the pages indicate the page number and the season.
Luis Hernandez 18
19
client
Morph Clothing ⁄
project
Fashion Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial
1. Shoe box interior 2. Hanger with engraved logo 3. Shoe boxes designed with vintage dictionary and medical encyclopedias pages.
Luis Hernandez 20
black 23
client
Porcelain Black ⁄
project
Music Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial, Interactive
Luis Hernandez 24
“If you end up with a boring
miserable life because you listened to your mom, your dad, your teacher, your priest, or some guy on television telling you how to do your shit, then you deserve it” -frank
25
client
Porcelain Black ⁄
project
Music Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
zappa
category
Branding, Editorial, Interactive
category
packaging editorial interactive
concept
Best known for her guttural vocals and two-toned hair, industrial pop singer, writer and performer Porcelain Black launched her new album titled “Mannequin Factory.” The music is a mix between electronic beats, pop lyrics and rock and roll attitude. The 28-year-old singer desires to appeal to an underground, commercial driven audience, between the ages of 16 and 32, looking for a strong, fearless female entertainer. With the intention of honoring traditional rock and roll records, a special edition of her first album was created. The LP version of “Mannequin Factory” wrapped around a leather sleeve is used preserve the record and emulate the inseparable relationship between leather and rock and roll. Being her first record, photographs of the singer were selected for the front and back cover in order to tie the brand to Porcelain Black. To complement the CD packaging a booklet featuring the personal and artistic journey of the Detroit native was produced. Printed on satin coated paper, in an unusual format of 8"x 12"in, the short booklet includes black and white photographs and text balancing a mixture of frame and image to create a modern flow. Since exposure is crucial for the singer to recruit new fans and maintain the current ones, an app is available to listen to her music, watch music videos and follow her shows.
Luis Hernandez 26
27
client
Porcelain Black ⁄
project
Music Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial, Interactive
1. Music festival poster. 2. LP front and back cover; 3. Pink LP with round label. Photography courtesy of Todd Owyoung, Gino Sullivan and Oscar Linares
Luis Hernandez 28
29
client
Porcelain Black ⁄
project
Music Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial, Interactive
Luis Hernandez 30
31
client
Porcelain Black ⁄
project
Music Branding ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Editorial, Interactive
LP booklet features the personal and artistic journey of Porcelain Black. Printed on satin coated paper, with black and white photography as well as bold type to match the personality of the artist.
Luis Hernandez 32
éternite 35
client
Éternite Hotel ⁄
project
Hotel Experience ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Packaging, Editorial
Luis Hernandez 36
“Immortality doesn't fit with death, as mortal doesn't fit with eternity” -toba
37
client
Éternite Hotel ⁄
project
Hotel Experience ⁄
art direction
Sean Bacon & Candice Lopez ⁄
beta
category
Branding, Packaging, Editorial
category
branding packaging editorial concept
Along with modern gothic architecture and obscure fashion, Éternité Hotel was inspired by one of the most glamorous supernatural creatures, Vampires. This French hotel is a mix between glamour and gothic tendencies, seducing an upscale crowd between the ages of 22 and 46 with a taste for luxury. These unique personalities are willing to try something new, rule the night and stay up long after dark. The study in urban Gothic aesthetics was crucial in order to appeal to the audience. Tall, narrow shapes formed by sharp, straight angular lines and a mix of gothic typefaces express the spirit of freedom and restlessness from the period. Following the mantra of timeless glamour, Franklin Gothic was chosen as one of the main typefaces. Steve Watts said, “Types come and go, Franklin Gothic goes on forever.” Leather accents were introduced into the branding, to evoke the essence of glamour and beauty. The flood of black color was combined with bright blues and magenta tones. A minimal layout was preferred to let the materials, and color palette tell the story and create a unique atmosphere.
Luis Hernandez 38
39
client
Éternite Hotel ⁄
project
Hotel Experience ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Packaging, Editorial
Mood Board: Fashion and architecture inspiration. Range of materials like leather, lace and latex
Luis Hernandez 40
41
client
Éternite Hotel ⁄
project
Hotel Experience ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Packaging, Editorial
Luis Hernandez 42
Stationery system; Envelope and the back of the business card are made from real leather to elevate the status of this high-end hotel. The back of the letterhead uses gothic architectural photography.
43
client
Éternite Hotel ⁄
project
Hotel Experience ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Packaging, Editorial
Luis Hernandez 44
45
client
Éternite Hotel ⁄
project
Hotel Experience ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Packaging, Editorial
1. Toiletry bottles inspired by gothic arches 2. Brochures that promote the gothic lifestyle, with duotone eye-catching photography and bold sans-serif typeface.
Luis Hernandez 46
Brochures, toiletry bottles, leather key card holder, stationery, leather do not disturb signs, in-room message pad and matching leather envelope.
49
client
Éternite Hotel ⁄
project
Hotel Experience ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Branding, Packaging, Editorial
1. Order pad 2. Apron/uniform 3. Dinner and cocktail menu. Nuit, an underground lounge inside the hotel serves the most exclusive parties with a wide selection of rare foods and drinks.
Luis Hernandez 50
origins 51
client
Annie Murphy Paul ⁄
project
Book Cover ⁄
art direction
Lisa Starace ⁄
category
Editorial
Luis Hernandez 52
“The only way to predict
the future is to have power to shape the future” -eric
53
client
Annie Murphy Paul ⁄
project
Book Cover ⁄
art direction
Lisa Starace ⁄
hoffer
category
Editorial
category
editorial concept
Origins: How the Nine Months Before Birth Shape the Rest of Our Lives, is a book that argues that many of our individual characteristics like health, intelligence and other traits are influenced by environmental conditions before birth. Due to her extensive research on fetal laboratories, author Annie Murphy Paul appeals to expectant mothers.Wanting to stand out from other maternity books, in which photography is an obvious solution, an illustrated cover was created. The typography resembles street graffiti, referring to the influences on the environment and bold colors that represented the possible sex of the baby. The layout of the book embodies the feeling of being inside a womb. The font and silhouettes were hand drawn and then vectorized to give the design a “rough� look.
Luis Hernandez 54
55
client
Annie Murphy Paul ⁄
project
Book Cover ⁄
art direction
Lisa Starace ⁄
category
Editorial
Luis Hernandez 56
dulce 59
client
Dulceria Bar ⁄
project
Themed Bar ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Packaging
Luis Hernandez 60
“There was a kindliness
about intoxication, there was that indescribable gloss and glamour it gave, like the memories of ephemeral and faded evenings” -friedrich
61
client
Dulceria Bar ⁄
project
Themed Bar ⁄
art direction
nietzsche
Sean Bacon & Candice Lopez ⁄
category
Packaging
category
packaging
concept
Mexico is a country known for it’s unique take on candy. Those who visit the country are astonished to find out that besides traditional spicy candies, there is also a variety of alcohol infused treats. Dulceria, Spanish for candy shop, brings to Tijuana’s nightlife a new concept on the traditional fiesta. Targeted to new legal drinkers (ages 18-20) who are looking for a late night treat mixed with a lot of fun, the bar offers local flavored sweets and candy theme cocktails. There is also a confectionery section, where customers can pick up a box to fill up with candy assortments. Dulceria takes inspiration from nightlife attires and Mexican celebratory materials by applying them to packaging. With a simple philosophy of shining in the dark, glitter and other luminescent materials were utilize to decorate 3”x 3”, 4”x 4” and 3”x 6” boxes. All boxes are sealed with a label that reflects sophistication and simplicity as well as functionality. The selected vivid colors are reminiscent of Mexican culture, folklore and modern nightlife.
Luis Hernandez 62
63
client
Dulceria Bar ⁄
project
Themed Bar ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Packaging
Luis Hernandez 64
1. Candy box 2. Candy bag and scoop 3. Set of candy boxes; all made from of glitter paper. Simple label, printed on pink foil that indicates what type of candy the box contains, and the weight of the content.
65
client
Dulceria Bar ⁄
project
Themed Bar ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category
Packaging
Luis Hernandez 66
city 69
client
City College ⁄
project
Centennial Book ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Luis Hernandez 70
“Education is the passport
to the future, for tomorrow belongs to those who prepare for it today” malcolm x
71
client
City College ⁄
project
Centennial Book ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
category
concept
Editorial
I was asked to design a book showcasing the history of San Diego City College for its Centennial celebration My objective was to make everyone excited about the long and meaningful history of the institution. I struggled to find the perfect size cost-effective production. After exploring different shapes I decided to settle for a square format, reminiscent of old children story books. A system in which the history of City College was put on perspective to the events happening around the globe was implemented. Mostly single columned pages and complementary images as well paired with wide margins that contoured the white space of the book. Also, as a complementary visual element several collages were photographed. This collages included images as well as objects represented by the decades from 1900’s to the present. Typography and several other factors were established by a brand manual developed by MiresBall.
Luis Hernandez 72
73
client
City College ⁄
project
Centennial Book ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Luis Hernandez 74
75
client
City College ⁄
project
Centennial Book ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Luis Hernandez 76
77
client
City College ⁄
project
Centennial Book ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Luis Hernandez 78
hue 79
client
Hue Hair Cosmetics ⁄
project
Haircare Products ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Packaging, Typography
Luis Hernandez 80
“Can't say it often
enough, change your hair, change your life” -thomas pynchon
81
client
Hue Hair Cosmetics ⁄
project
Haircare Products ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Packaging, Typography
category
concept
packaging typography
Hue is an avantgarde range of salon-gone-commercial hair cosmetics created by biotechnology engineers to meet the needs of editorial hairstylists. Unsatisfied with the performance of mainstream hair products, the engineers recognized the need for weightless products that provided performance, strength and longevity to support the future of hair care technology. Born from the same philosophy as skin care, and inspired by the latest advancements in biomimicry, the hair colouring system of dyes, shampoos, conditioners, treatments and styling aids are catered for every hair type. One of the main objectives for the young company was to stand out from its competitors on the shelves. The metallic finishes, intense fluorescent color palette, and extended geometric sans serif typography enhance the futuristic feeling of the brand. With a distinctive system of functional colour coding, each product line is represented with two-toned gradients that run as a theme in the whole brand. The selection of nontraditional forms highlight the experience of the product taking hair care into a technology driven era. Eye-catching posters, in which the type was made out of hair, help promote the company’s annual gala and fundraiser for those with Alopecia areata.
Luis Hernandez 82
83
client
Hue Hair Cosmetics ⁄
project
Haircare Products ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Packaging, Typography
Luis Hernandez 84
85
client
Hue Hair Cosmetics ⁄
project
Haircare Products ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Packaging, Typography
1. Hair spray. 2. Hair dye bottles 3. Back of hair dye bottle.
Luis Hernandez 86
burqa 89
client
Burqa Magazine ⁄
project
Fashion Publication ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Luis Hernandez 90
“We do not know who we are until we take time to discover who we can be. Hidden within us is unrealized potential, Hidden within us is a self we have yet to become” -edwin mamerto
91
client
Burqa Magazine ⁄
project
Fashion Publication ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
category
editorial
concept
As a personal project to express my true love for editorial design, I decided to create a multiformat album of high fashion and art, featuring a different concept on each issue. Religion being one of my obscure fascinations, I decided to play with spiritual-inspired imagery by my favorite photographers, and experimental typography. Unsatisfied with the idea of following traditional magazine layout in which the text is featured in similar columns, I decided to play with interesting forms, position and white space flow to convey the meaning of the written words. The multiple typographic treatments were inspired by the strong meaning in the photography. The layout is design to live strictly around the photographs, feeding from their energy to create an even bigger energy for themselves. The cornucopia of typography presented in this multi-format album, its not only exciting for the designer but also for the viewer; it assures he or she will never be bored turning every page.
Luis Hernandez 92
93
client
Burqa Magazine ⁄
project
Fashion Publication ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Typography cornucopia. Font combinations and layout experiments.
Luis Hernandez 94
95
client
Burqa Magazine ⁄
project
Fashion Publication ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Luis Hernandez 96
97
client
Burqa Magazine ⁄
project
Fashion Publication ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Luis Hernandez 98
99
client
Burqa Magazine ⁄
project
Fashion Publication ⁄
art direction
Sean Bacon & Candice Lopez ⁄
category Editorial
Luis Hernandez 100
san d i eg o oper a
Vodka Label Condom Brand Book Cover Live Entertainment
101
Architecture Firm Mexican Bar Hair Studio Underground Lounge
Gothic Hotel Dental Office Tea Experience Time Management
Luis Hernandez 102
porcelain black
morph
01
Costume design Katarzyna Konieczka Photography & style Krzysztof Wyzynski Model Marcin/A S management
17
All Saints Spring 2013 Lookbook Model Vinnie Woolston
21
Photography Eric Worsech
24
Model Porcelain Black Designer Lisa Bae
27
Photographer Todd Owyoung, Photographer Gino Sullivan Photographer Oscar Linares
31
Photographer Michael Sterling Eaton
eternite
36
Photographer Ricardo Abrahao Designer Peirong Zhou Stylist- Nathalie Brodel Model Lucas Sindicic
37
Publication Institute Magazine Model Ewa Brzyska
45
Photographer Martín Fernández de Córdova
49
Jason Wu Spring 2013 Runway Stylist Edward Enninful
origins
52
Photographer Boo George Fashion Editor/Stylist Steve Morriss Hair Stylist Chi Wong Model Alessandra Ambrosio
dulce
60
Model Sasha Pivovarova Photographer Hedi Slimane Publication Vogue Paris Couture February 2008
62
Photographer Alex Torres
city
70
103
Photographer Ellen Von Unwerth Model Kate Moss
hue
82
Photographer Lee Standford Hair Designer Adam Livermore Model Margaret
burqa
90
Photographer Daniel Garzee
95
Photographer Jacek Narkielun Model Honorata Wojtkowska Makeup Paulina Nowak Hair Edith Modzolewska Crown Paulina Nowak
97
Photographer Robert Mapplethorpe
100
Photographer Daniele & Iango Model Christina Ricci Makeup Virgina Young Hair Luigi Murenu Stylist Joanne Blades
100
Photographer Pierpaolo Ferrari Model Giovanna Battaglia, Lea T
100
Photographer Mert Alas & Marcus Piggott Model Kate Moss Publication W magazine
colophon
Synesthesia Luis Hernandez Contact luishdzdesign@gmail.com San Diego City College Graphic Design Printer Diego & Son Inc. Photography Luis Hernandez
credits
THANKS In the words of RuPaul " And if I fly, or if I fall at least I can say I gave it all." I want to thank my teachers, classmates, friends and family for all their support. My sincere appreciation to Sean Bacon and Candice Lopez for inspiring and cultivating my creative development. Thanks to Daren Scott for teaching me, that no matter how hard the struggle is, one must keep its head high and always honor its creativity. Dear friend Rosa Jijon there is no way to express my gratitude for all the moral support during the last year. Special Thanks to every photographer, which I highly respect and one day hope to work with, for letting me use their amazing work This book was made possible with the help of Norman Ramos, Mayrel Leilani, Joshua Cade, Lulubi Garcia, Diana SĂĄ, Alma Hernandez and always helpful Mom and Dad.
Software Adobe Creative Suite 5
Copyright Luis Hernandez Š 2014
Luis Hernandez 104