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Vi·bran·cy /’vībrənsē/n/ Striking brightness of colour. e

I was born Lilia Marcela Valenzuela Villalobos. I am the daughter of two dermatologists. My place of birth is the north border of Mexico. March also means to advance, to progress, and to keep moving forward. I was born in the middle of March, for these reasons and more my kindergarten teacher called me March, the nickname simply stuck. My native country has no chromophobia, which made me enamored with color and its vibrancy. Growing up on the streets of Ciudad Juarez, I was surrounded by color and culture. As my favorite thing, I used to sit in the back of the family car and go for rides. I was quiet the whole time but fascinated with the way lights transformed my surroundings at night and how the city interacted with them. My wise parents took me to travel, musical concerts, mercados and museums. I learned that I come from a country with hundreds of myths and stories as well as 67 different native languages. When I came to study in California I began to embrace my culture even more and it’s found a way into my work. Compelled by color and texture, folkloric art and great thinkers like Rivera and Tamayo these experiences fueled my imagination, intuition and this portfolio.


“what!

You too? I tought I was the only one.” —C.S. Lewis

4 Las Curlys


01 las curlys Political Tex-mex food truck

Instructor

Genre

Program

Min Choi

Logo & Packaging

San Diego City College

Southwestern cities with large Mexican populations inspired Tex-Mex, a fresh take on the regional cuisine of Mexico. Both rely on the same basic ingredients: rice, beans, tortillas, beef, chicken, lamb and pork. Las Curlys is a Tex-Mex food truck owned and operated by three best friends who hail from the San Diego-Tijuana border region and love to cook. Their most popular dish cordero asado or grilled lamb is affectionately known as curly fries. The business was founded in 2006, around the time of the Secure Fence Act that originally erected 14 miles of fencing along the borderline. Each week their team delivers unforgettable food and a passion for politics to a socially conscious audience 25-40 years old. For this client I needed attitude and tapped into Mexican folklore by using the font Lust Script. The letterforms were redrawn to create an expressive typeface full of style. This was paired with practical, versatile Neutraface No. 2 for branded materials that included to-go cups and packaging, paper trays, straws, shirts, bags and napkins. The familiarity of kraft paper was complimented with bright yellow and black ink for a straightforward approach. These events include good food and often political rallies and music focused on issues like immigration and the border fence. Playful, clever copy like “Make Burritos not Walls� reinforce the brand message.

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6 Las Curlys


THE BIG IDEA Great brands are always based on a set of core values and an understanding of their surroundings. This is especially true for food trucks because of their up close and personal interactions with customers. The development of the Las Curlys brand started with a clarification of the company’s guiding principles.

Understanding the concept Las Curlys was created by three best friends who share a passion for food and politics. The food truck will operate in different border cities between Mexico and the U.S. with the goal of delivering amazing food and political awareness.

The target market Las Curlys primary target audience is ages 25-40, middle class, with an open mind and love for food. Giving back Las Curlys is passionate about solving problems created by border politics. The company gives back by uniting families that have been separated by the border through special events that are centered around food and social interaction. Las Curlys sponsors and participates in border protests and other forms of peaceful resistance. The culture Las Curlys is built on a social consciousness. The company maintains a cultural understanding of all the places where they serve. The food truck maintains high standards while having a casual and friendly atmosphere. The goals To create a brand that is beautiful as well as authentic to the audience it serves. To create political and social awareness. To provide job opportunities for immigrants. To serve the environment the way it serves us. To bring people together, especially those with varying perspectives and experiences. Las Curlys big idea Carne asada brings us together.

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logo

color palette

icons

typeface

Neutraface 2 ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Lust Script ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz

8 Las Curlys


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Las Curlys chroma


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12 Las Curlys


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14 Las Curlys


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16 Las Curlys


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Life begins after coffee.”

18 Crema


02 crema Premium coffee culture magazine

Instructor

Genre

Program

Sean Bacon

Page Layout

San Diego City College

Some things in this world have a certain type of magic that brings people together. Coffee is one of those things. From culture to culture, continent to continent, coffee beans are a prized possession. With so many people who enjoy and rely on coffee in their every day lives, this high end magazine found its niche. Celebrating coffee internationally, Crema brings together a love of coffee and travel to form this unique quarterly publication. The brand strongly focuses on bringing cultures together and encourages fair trade by only highlighting companies who implement this into their core values. Crema’s target audience is coffee aficionados and travel lovers, ages 28–43. Inspired by the different methods of enjoying coffee, Crema was named after the Italian term for foam on espresso. With this in mind, a custom created typeface was used to craft the name Crema into a foamy, frothy logotype. The sans serif Avant Guard was used for body copy to make communication simple, but add a distinct European look. The serif family Eames Century Modern added contrast while increasing functionality.

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20 Crema


DESIGN BRIEF

Overview of Crema Crema is a high-end quarterly publication that covers coffee, travel and lifestyle. The magazine uncovers details behind the many coffee cultures around the world.

Target market The publication targets coffee and travel enthusiasts, ages 28–43.

Key competition The key competitors are Spurge magazine, Fresh Cup magazine, and Roast magazine. Crema differentiates from other coffee publications by looking at the subject through the lens of travel and culture.

Tone & Style To appeal to the target audience and differentiate from established magazines in the space, Crema uses a clean and modern aesthetic. The generous white space and bold photography give it a premium feel.

Design Implications Grid & typography: Crema utilizes a flexible grid system and neutral, clean typography to be able to convey the feel of many different cultures effectively. Color palette: The color palette is dynamic and flexible so that it doesn’t alienate any particular culture. Format: The magazine’s medium to large format helps it accommodate large, engaging photographs and have generous white space. Printing: Should be printed on recycled paper and with eco-friendly ink to stay consistent to the company’s values and appeal to the attitudes of the customer base.

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logo

color palette

typeface

Avant Garde ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Eames Century Modern ABCDEFGHIJKLMNOPQRSTUVXYZ

abcdefghijklmnopqrstuvxyz

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24 Crema


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26 Crema


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Art is

anything you can get away with.” —Andy Warhol

28 Design History Backstage Pass


03 design history backstage pass Textbook adoption kit

Instructor

Genre

Program

Candice Lรณpez

Portfolio

San Diego City College

The study of design history opened my eyes to the great minds and innovative ideas that have formed the timeline of our profession. I wanted to incorporate the book into a portfolio piece that included a cover re-design of the reference book History of Graphic Design that detailed the saga of creative innovators, new technologies and developments in the field of graphic design. I needed to craft a package that would engage design educators with a masters, teaching at the college level and convince them to adopt the textbook for the publisher Wiley and Sons. I updated the book jacket with attention grabbing graphics that were mirrored on the cover the style guide. This was delivered in environmentally conscious packaging. The textbook adoption kit included dry erase marker set, bookmarks and sketchbook. The style guide use the font Bebas Neue for headers with familiar clean lines and elegant shapes that blend warmth and technical simplicity. Geometric sans serif Futura, as relevant today as when it was created almost 90 years ago was the right historical choice for branded materials. A backstage pass is includesd a usb with a classroom posters focused on the countries that design movements originated and teacher links full of imagery that makes it easy for instructors to motivate and engage design students.

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30 Design History Backstage Pass


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32 Design History Backstage Pass


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“Modesty is the best jewel of a woman. ”

—Fatima Al Zahra

34 AMAL


04 amal Cosmopolitan hijab brand

Instructor

Genre

Program

Sean Bacon

Portfolio

San Diego City College

In today’s current political and social climate, fashion has the power to create a cultural shift. Amal which means “hope” in Arabic is a forward thinking hijab brand that uses style to break down stereotypes and dilute misconceptions. Amal is designed for modern, Muslim upper middle-income women ages 15-25. Amal differentiates itself from competitors by specifically appealing to a young demographic by recognizing beauty comes from the inside out. This brand is crafted to grow confidence in young women who are proud to hold onto their beliefs and do it with style. The modified logo uses subtractive processes and is based on the font Didot, a stylish font with historical reference that was used on the cover of Vogue Magazine since 1955. I developed a series of patterns for Amal that are youthful, fun and chic. Pastel pink, a symbol of modesty and respect is contrasted with bold blue to express the style and comfort desired by Muslim women who play multiple roles in today’s society. Beauty comes in many forms and brown cardboard tube packaging appeals to audience’s youthful spirit with a reusable container. Amal partners with the New York organization Jessica Cares to sponsor creative writing contests on their website that encourage and support young Muslim women. Beyond fashion this brand works to build self esteem, strategic and positive goal setting, responsibility, leadership and critical and independent thinking.

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36 AMAL


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logo

color palette

pattern

typeface

Didot ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

38 AMAL


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40 AMAL


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42 AMAL


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44 AMAL


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“Five

minutes are enough to dream a whole life, that is how relative time is.”

46 Aventurados

—Mario Benedetti


05 aventurados Latin American book set for kids

Instructor

Course

Program

Sean Bacon

Portfolio

San Diego City College

Statistics show that the percentage of all Latin American people that are illiterate is increasing. Due to these shocking numbers, a group of Latin American authors decided to team up and incorporate their books into a newly designed series aimed to attract a younger audience. The series would include three modern adventure novels by upcoming Latin American authors, with the goal of attracting audiences 8–12 years old with inspiring thrills. In order to incorporate Latin American folklore into the look and feel, I applied an adventurous, bright color palette. I choose a deep blue to simulate the night, bright green and pink to add a pop of color, and a neutral sand color to tie everything together. Hoverage was used as a display font for the titles and the author’s names to give an old worn map look with a modern touch. The illustrations show hidden elements, foreshadowing elements of the stories, that make sense once you’ve finished the series.

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48 Aventurados


promotional lampshade

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50 Aventurados


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It’s not

about ideas. It’s about making ideas happen.”

52 Qualcomm


06 qualcomm Environmental graphics installation

Instructor

Genre

Program

Candice López

Portfolio

San Diego City College

Qualcomm is a San Diego based company of engineers, scientists and business trailblazers who speak different languages with diverse cultures and points of view. They create mobile technology breakthroughs that change how we think and move in the word. As part of a design team we interfaced with the company’s strategists and scientists to develop environmental graphics for six floors of elevator bays in their San Diego science building. Our target audience was focused on Ph.D. scientists who are innovators and use their space to invent the future. We presented our concepts to their diverse team on the Qualcomm campus. Our group wanted to use typography and concise statements to connect to the scientist’s process. As we were operating within a prescribed budget with the work was to be produced, we researched materials that included paint, vinyl and plexiglass. We selected the font Gotham Medium Condensed to unify the graphic look and feel on all six floors. The typeface has an honest, confident quality that set the right tone on conversation with our audience of scientists. Our team also selected a color palette that got the viewer’s attention while remaining professional. Type messages were contained in a recessed area then expanded out on the surface of the elevator bay back wall. I used the phrase Experiment. Fail. Learn. Repeat in all caps using three different layers of plexiglass.

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kathryn zychowicz

Larry Vida

54 Qualcomm


Kristina Tran

Jonatan Lรณpez

Kean Phan

March Valenzuela

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56 Qualcomm


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Color is

my day-long obsession, joy & torment. ”

—Claude Monet

58

Chroma Culture


07 chroma culture Paint inspired by world cultures

Instructor

Genre

Program

Sean Bacon

Page Layout

San Diego City College

An established paint company is looking to release a special edition accent line. Fascinated with the way that shades of colors can personify a place, Chroma dedicated one color to a different vibrant city of the world. Each color is made with nontoxic, dye & lead-free pigments sourced from the country the color represents. In order to educate consumers and encourage travel, each paint can comes with information about its city. When selecting cities to feature, Chroma looked to celebrate countries who could benefit from travel exposure. By bringing attention to the positive things that make each city unique, Chroma Culture’s line helps unite people of different backgrounds. Speaking to eco-friendly audience who values world crafting, ages 50-65, the packaging had to align with Chroma’s focus to reduce its carbon footprint. The paint comes packaged in recyclable, rust-free cans. A muted color palette was chosen to transcend cultures, while a play on an organic pattern mimicked a color wheel. The type family Chalet London 1970 was used in the logo to bring a retro vibe to the brand. Avenir was used in the copy for its timeless functionality.

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60

Chroma Culture


NAMING To create a name for the new paint company, inspired by the colors from cities of the world, I took a creative and strategic approach. The company needed a daring name that would express the spirit of the cities involved with excitement and rhythm. The name also needs to look strong on packaging and on screen. The name must capture the imagination of travel enthusiasts, ages 27-42, who are willing to explore new colors. The name must be:

Meaningful: communicate the essence of the brand

Modular: can easily build brand extensions

Distinctive: unique, easy to remember, pronounce and spell

Future-Oriented: positions the company for changes and growth

Protectable: available domain, can be owned and registered

Positive: positive associations while avoiding negative connotations

Visual: works well as a log, in text and within the brand architecture

Competition paint brands: Pantone

Drikolor

Pratt & Lambert Paint

Glidden Comex

Mythic Olympic

Benjamin Moore Berel

Behr Kilz

Dunn-Edwards Paints

Valspar Promac

Promac

Sherwin-Williams

FlĂźgger

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logo

color palette

pattern

typeface

Avenir ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Chalet London 1970 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz

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Chroma Culture


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Chroma Culture


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Chroma Culture


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“He was

a wise man who invented beer.” - Plato

68

SETO


08 seto Japanese craft beer

Instructor

Genre

Program

Min Choi

Logo & Packaging

San Diego City College

Like many places in the world, craft beer production is booming and the beer loving country of Japan is no exception. Seto, the leading craft beer in Japan is blossoming in the industry and is taking the opportunity to expand to an international market. Breaking the typical industry boundaries, the brand was created with a high end market in mind. By elevating the beer drinking experience, the craft touch of Seto is found in more than just the brewing process. The beer targets beer enthusiasts, ages 30–45 who have a love for Japanese culture. Named after the city where it was developed, Seto means “the place where the river runs quickly.” The visual aesthetic was therefore inspired by water and movement. In order to incorporate a luxurious feeling, textured high-end metallics were incorporated in the labels. Whoopee, a display font with elegant curves, was used in the logo to mimic the movement of the water. The copy was presented in a slick, humanistic combination of Scala Sans and Materials to further elevate the brand.

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70

SETO


COMPETITIVE ANALYSIS The Japanese beer market is still relatively small but has well-established brands in the space. SETO will differentiate from other Japanese beers with to its clean and modern look, custom type, and metallic finishes.

Asahi Beer Asahi beer is a leading brewery based in Tokyo, Japan. Their packaging is westernized and has bright colors, some photography, and illustrations. The logo is custom drawn. The color palette consists of white, black, red and sometimes yellow with metallic labels.

Kirin Ichiban Kirin Ichiban a Pale Lager beer by Kirin Brewery Company, a brewery in Tokyo, Japan. Their packaging and labels are illustration-driven. The brand uses the Friz Quadrata typeface. The color palette consists of yellow/gold and some black.

Sapporo Sapporo is a Japanese brewery founded in 1876 in Sapporo, Japan. It is the oldest brand of beer in Japan. The packaging has simple elements and a color palette of yellow and black. The brand uses the Aller typeface.

Yebisu Yebisu is a higher-end beer from Sapporo sold locally in Japan. The packaging has a clean onecolor background combining type in a lighter shade and full color logo. The logo uses handdrawn serifless roman type.

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logo

color palette

pattern

typeface

Scala Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz

whoopee abcdefghijklmnopqrstuwxyz

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SETO


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SETO


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SETO SETO


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SI NCE 2016

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Logos


SINCE 2016

Education conference Theater play Law firm Sustainable diapers Burger restaurant

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Thank you This book could have never been possible without my wonderful mentors at City who where always there, my friends and classmates who helped me to keep going, and my family who gave me their unconditional support. I will forever be grateful and will never be able to thank enough Bradford, Sean, and Candice. Also, special thanks to Joaquin, Luis Mi, Olivia, Mom, and Dad for your infinite patience and always believing in me. I will always be eternally grateful to you, Bradford, thank you for your infinite patience, for saving my life by lending me your computer, and for the photographic sessions that seemed endless. Sean thanks you for always answering my crazy questions, for always motivating me to keep pushing, for all the laughs and advice, and for being such a great portfolio model.

Copyright 2017, Marcela Valenzuela. All rights reserved This book was printed at Sing king in San Diego on 80-pound text. Copy was set in Domaine and Gotham. Photography by Bradford Prairie, Unsplash and Adobe Stock. No portion of this book may be used or reproduced without written permission from the author.


Vibrancy  

March Valenzuela Graphic Design Portfolio 2017

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