Salazar Serje Portafolio 2015

Portfolio 2015 Manuel Salazar Serje

Hello I am a Visual and Industrial Designer. The following pages will sample select academic projects completed during the past year.

Index 00

Curriculum Vitae

7

01

If on a winter’s night... // Editorial Design

9

02

Mamoli Wellness Catalogue // Computer Design II

15

03

Veggie for a Day // Communication Design Laboratory

21

04

A Coordinated Guide Identity // Identity Design Laboratory

27

05

ABA Talks: Advertising Campaign // Advertising Seminar

33

06

Hyphen Press Catalogue // Typography Design Laboratory

38

07

Typeface Design // Typography Design Laboratory

43

08

Perinthia Poster // Identity Design Laboratory

47

09

Map of Milano // Wayfinding Workshop

51

Contact Information

54

00

Curriculum vitÆ

7

Visual and Industrial Designer

Education

SKILLS

Professional Experience

Scuola Politecnica di Design 2013-2014 Master in Visual Design http://www.scuoladesign.com/

Design Illustration Editorial Design Sketching: 2D / 3D Storyboard Digital Editing Rendering Product Design

Internships

Freelance Work

Lettergram Sept. 2014-Dec. 2014 Visual Design Intern I was assigned a variety of projects in different areas that included Brand Design, Editorial Design, Web Design and Packaging Design, as well as content management of the studio’s website. Milan. www.lettergram.com

Sigaia S.A.S Dec. 2012-Nov. 2013 Editorial / Graphic Designer Bogotá. www.sigaia.com

Universidad de los Andes 2005-2010 Industrial Design Diploma www.uniandes.edu.co Colegio Helvetia 2001-2003 High school Diploma Bogotá, Colombia www.helvetia.edu.co Collège et Lycée Paul Bert 1998-2001 Paris, France

Languages Spanish // First Language English // Expert French // Fluent Italian // Fluent

* References upon request.

Technical Adobe Photoshop Adobe Illustrator Adobe InDesign Adobe Dreamweaver CorelDraw Google SketchUp

Elemental Store Nov. 2011-Mar. 2012 Sales and Production Assistant In charge of surveying the manufacturing process of the store’s new products and acted as a sales assistant in the store itself.

Bogotá. (www.elementalstore.com) Dosuno Design May 2011-Nov. 2011 Assistant Project Manager Assisted in a variety of design projects including the design of the studio’s web catalogue.

Bogotá. www.dosunodesign.com

MGM Consultants Nov. 2012-Nov. 2013 Interior Design Consultant for the Real Estate Department Bogotá. www.mgm.com.co Architektur und Wald Expo.

Oct. 2012-Nov. 2012 Graphic Designer Bogotá.

Full booklet and credits at: http://issuu.com/manuelsalazarserje/ docs/architekturundwald Teucali Flowers Feb. 2012-Ago. 2012 Graphic Designer Bogotá.

Flats 101 Real Estate April 2012-May 2012 /Jan. 2013 Graphic / Brand Designer Bogotá. www.facebook.com/inmobiliaria.flats PORTFOLIO 2015 // Manuel Salazar Serje

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If on a Winter’s night a traveller Editorial Design Laboratory

PORTFOLIO 2015 // Manuel Salazar Serje

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If on a Winter’s Night a Traveller

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Editorial Design Laboratory

Credits

Professor: Luca Pitoni Collaborator: Charlotte Orsi-Mazzucchelli Year: 2014

Concept

Italo Calvino’s novel has the unique characteristic that it includes, as chapters, the beginning of ten different books. We chose to honour the author by keeping his joke alive throughout.

The concept we developed allowed us to play with the different narratives inside the book. We would carefully design clues, such as ten different covers and different layouts to enhance the experience of reading If on a Winter’s Night a Traveller.

For instance, to represent the reader’s journey, we built a grid system inspired

by Arabic pattern design where we drew a series of patterns varying in complexity and form.

Devices

Neutraface Book Dante Mt Std Caecilia Lt Std

PORTFOLIO 2015 // Manuel Salazar Serje

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If on a Winter’s Night a Traveller

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Editorial Design Laboratory

The Cover Structure is inspired

by Arabic pattern designs.

The different tessellations represent the Reader’s journey throughout the book, as he jumps from one story to the next.

We designed two different layouts, with two different typefaces and different navigational elements. This would allow the observant reader to realize that a change in the layout meant that a change in the story was also occurring.

PORTFOLIO 2015 // Manuel Salazar Serje

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If on a Winter’s Night a Traveller

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Editorial Design Laboratory

We chose to use for each cover a French bound spread in which there was the Tangent Cover printed on the outside, and on the inside a pattern belonging to the previous chapter. Thus reinforcing the connection between each of the ten different plots.

PORTFOLIO 2015 // Manuel Salazar Serje

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If on a Winter’s Night a Traveller

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Editorial Design Laboratory

We decided not to include a traditional index. Instead, we took advantage of the French binding and constructed flaps on which we printed the corresponding chapter’s title.

PORTFOLIO 2015 // Manuel Salazar Serje

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Mamoli Wellness catalogue Computer Design II

PORTFOLIO 2015 // Manuel Salazar Serje

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Mamoli Wellness Catalogue

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Computer Design II

Credits

Professor: Erasmo Ciufo Client: Mamoli Year: 2014

Concept

The Mamoli catalogue is inspired by the company’s identity and values.

The concept behind the catalogue is a fresh interpretation of how Mamoli’s identity could be perceived.

Water and Stone, two seemingly opposite elements, are blended to become complementary.

The marriage of two these two complementary concepts is a way for the company to always be self reliant in terms of innovation and quality.

Devices

Cronos Pro Bold Cronos Pro Light Italic Source Sans Pro SOURCE SANS PRO SMALL CAPS

PORTFOLIO 2015 // Manuel Salazar Serje

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Mamoli Wellness Catalogue

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Computer Design II

Analysing the brands values and identity I found an underlying duality; a brand that is both human and mechanical, a brand that thrives for wellness through performance.

I interpreted this duality as water and stone, where each element in the composition, texture and look has complementary functions.

Wellness: The typeface choice and colour palette are meant to give a sense of well�being and cleanliness.

Grid: 8 columns, 6 rows. A fluid setup designed to accommodate texts, large images and technical information seamlessly.

PORTFOLIO 2015 // Manuel Salazar Serje

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Mamoli Wellness Catalogue

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Computer Design II

Stone is represented throughout using a rough Modigliani Perla paper and the colour grey.

PORTFOLIO 2015 // Manuel Salazar Serje

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Mamoli Wellness Catalogue

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Computer Design II

Water on the other hand is using a smooth and supple NeoBond White paper as well as an aquamarine colour.

PORTFOLIO 2015 // Manuel Salazar Serje

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Mamoli Wellness Catalogue

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Computer Design II

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Veggie for a day Communication Design Laboratory

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Veggie for a Day

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Communication Design Laboratory

Credits

Professor: Silvia Sfligiotti Collaborator: Matteo Scarduelli Year: 2014

Concept

Our concept revolved around planting an idea by means of positive reinforcement. We wanted to shed light on the benefits of becoming a vegetarian in a friendly and informative manner.

Our objectives led us to the conclusion that the best way to approach this problematic was to develop a campaign around an app. The app we would develop is designed to guide a motivated user to reduce his or her meat consumption one day a week, every week.

The user would be able to track his progress as he saves water and CO2 one meal at a time. In addition, and with the help of the restaurant community, we would promote vegetarian recipes and meals around the city, in order to make the activity easier and cheaper for everyone involved.

Devices

Akzidentz Grotesk Caecilia Lt Std PORTFOLIO 2015 // Manuel Salazar Serje

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Veggie for a Day

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Communication Design Laboratory

The project’s logo first version and examples of the design process.

VEGGIE DAY

This infographic mock-up served as en exploration on how we would display the massive amount of information we wished to communicate to our potential suitors.

First version of the Veggie a Day app.

PORTFOLIO 2015 // Manuel Salazar Serje

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Veggie for a Day

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Communication Design Laboratory

The definitive logo: The plate signifies the food, the act of eating. From the plate, a sprout is growing with seven leaves that represent the seven days of the week, one of which is green that signifies the veggie day of the week.

The app provides cheaper, healthier options to eat around the area. Users will be able to experience new tastes and textures, new places and a greener lifestyle. They will also be able to track their progress as they reduce their carbon and water footprint one meal at a time.

Take a break from steak: Poster designed to promote the app. A playful tone that motivates with out being bossy.

PORTFOLIO 2015 // Manuel Salazar Serje

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Veggie for a Day

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Communication Design Laboratory

The web-page we would develop displays the overall progress of every active app user.

PORTFOLIO 2015 // Manuel Salazar Serje

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A coordinated Identity Identity Design Laboratory

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A Coordinated Identity for the TCI Guides Identity Design Laboratory

Credits

Professor: Cristiano Bottino Client: Touring Club Italiano Collaborators: Matteo Scarduelli Year: 2014

Concept

We set out to design a new coordinated image for the Touring Club Guides in order to reinforce their already strong identity. We had to search for recognizable elements that will allow members and potential customers to identify the TCI’s products but also create relationships between these objects and themselves.

Devices

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Engraver’s Gothic Lekton

PORTFOLIO 2015 // Manuel Salazar Serje

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A Coordinated Identity for the TCI Guides

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Identity Design Laboratory

Iconography: Set of logos designed specifically for the type of content in each type of guide.

We developed geographical textures that functioned according to the specific use of each guide we wanted to represent.

Seas

Streets

Quarters

Areas

Buildings

Cities

Textures developed using openstreetmap.com

The spines in each guide are imprinted with the Touring Club Italiano Identity.

PORTFOLIO 2015 // Manuel Salazar Serje

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A Coordinated Identity for the TCI Guides

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Identity Design Laboratory

Guide Family for the Touring Club Italiano. Each guide was assigned a colour, an icon and a texture. This way the function of each guide could be determined in many different levels.

We identified the map as the most powerful visual and communicative element in the guides. The map has the ability to be both a tool and a decorative element; it is also the recurring elements inside every guide.

PORTFOLIO 2015 // Manuel Salazar Serje

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A Coordinated Identity for the TCI Guides

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Identity Design Laboratory

Bookshelf designed to display the new guides in a more cohesive manner.

PORTFOLIO 2015 // Manuel Salazar Serje

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Read between the lines Advertising Seminar

PORTFOLIO 2015 // Manuel Salazar Serje

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ABA TALKS: Read Between the Lines

Credits

Professor: Fabrizio Piccolini Client: ABA Foundation Collaborator: Jessica Chaker Year: 2013

Concept

The Big Idea: Concerned friends & family will be given the opportunity to be informed about eating disorders, acknowledge the causes, and seek the RIGHT help for the person with the condition with the guidance of ABA Association.

Devices

Bebas Neue Verlag

34

Advertising Seminar

PORTFOLIO 2015 // Manuel Salazar Serje

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ABA TALKS: Read Between the Lines

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Advertising Seminar

Booklet in which the entire research and results were compiled as we concluded the project.

PORTFOLIO 2015 // Manuel Salazar Serje

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ABA TALKS: Read Between the Lines

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Advertising Seminar

Key Visual: Posters inspired

by Bernhard Handick’s “Fine Feathers Makes Fine Birds” (2012).

We decided to embrace the concept of anonymity in order to bring attention to the fact that eating disorders can affect anyone.

PORTFOLIO 2015 // Manuel Salazar Serje

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ABA TALKS: Read Between the Lines

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Advertising Seminar

Website mock-up for the ABA Talks campaign.

PORTFOLIO 2015 // Manuel Salazar Serje

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Hyphen press catalogue Typography Design Laboratory

PORTFOLIO 2015 // Manuel Salazar Serje

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Hyphen Press Catalogue & Almanac 2013

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Typography Design Laboratory

Credits

Professor: Marta Bernstein Client: Hyphen Press Year: 2013

Concept

They idea behind the catalogue was to convey Hyphen Press’ identity in an intelligent way, using black and white typography.

For this goal, I used classic British typefaces, Clarendon for titles and subtitles and Adobe Jenson for text and captions. Also, I employed a versatile grid that would allow me to accommodate the different types of information the catalogue offers, such as lists, long texts, and dialogues.

Devices

Clarendon Bold Adobe Jansen Pro

PORTFOLIO 2015 // Manuel Salazar Serje

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Hyphen Press Catalogue & Almanac 2013

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Typography Design Laboratory

Heavy textured paper for the cover and the body. The catalogue is set in a easily navigable structure.

PORTFOLIO 2015 // Manuel Salazar Serje

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Sammi Bold Type Design Laboratory

PORTFOLIO 2015 // Manuel Salazar Serje

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Sammi Bold

Credits

Professor: Marta Bernstein Year: 2014

Concept

This laboratory was centred around designing a typeface from a typecooker recipe. I chose to design a bold, display, slab serif, called Sammi.

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Type Design Laboratory

PORTFOLIO 2015 // Manuel Salazar Serje

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Sammi Bold

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Type Design Laboratory

Width: Wide Weight: Bold Construction: Roman Stroke: Expansion (pointed nib) Low Contrast Slab Serifs

PORTFOLIO 2015 // Manuel Salazar Serje

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Perinthia Identity Design Laboratory

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Perinthia

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Identity Design Laboratory

Credits

Professor: Cristiano Bottino Year: 2013

Concept

These posters were inspired by Perinzia, one of Italo Calvino’s Invisible cities, as part of our Identity Design course.

The concept behind the posters is a humorous interpretation of how a fictional Perinthian government would address its citizens.

Devices

Mal de Ojo

PORTFOLIO 2015 // Manuel Salazar Serje

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Perinthia

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Identity Design Laboratory

Perinthian Posters, 2013.

PORTFOLIO 2015 // Manuel Salazar Serje

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Map of Milano Wayfinding Workshop

PORTFOLIO 2015 // Manuel Salazar Serje

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Map of Milano

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Wayfinding Workshop

Credits

Professor: Luigi Farrauto Year: 2014

Concept

Map design for the city of Milan based on the OpenStreetMap platform. The wayfinding workshop hoped establish the elements that make a map readable and pleasant to look at.

I paid particular at足tention to the lines that represent railroads and arter足ies.

Devices

Trajan Pro Futura Lt Medium EB Garamond

PORTFOLIO 2015 // Manuel Salazar Serje

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Map of Milano

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Wayfinding Workshop

The information hierarchy is expressed using three different fonts and only four colours to give the map clean and unobstructed readability.

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Contact information Email: salazarserje@gmail.com Web page: www.salazarserje.com Mobile: (+39) 342 8546796 Twitter: @salazarserje

PORTFOLIO 2015 // Manuel Salazar Serje