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visual artist & graphic designer


Introduction I still remember the first time I took a pencil in my hand. I was barely a child pretending I was writing or drawing. At school, teachers always complained about my obsession of drawing doodles. According to them, I needed psychological treatment. When I was13 years old, I wanted to be an artist, but my mother argued that I should study something real such as medicine, engineering, or architecture, that kind of stuff. So she enrolled me in a technical school to help me build my own future, or the better future she wanted for me. One day I woke up determined to change my life and fulfill my dreams. I got admitted into the Academia Nacional de Bellas Artes San Alejandro in Havana, Cuba, where I earned a degree in Fine Art. Still, I felt that something was missing. Few years later, I got to see the epic design “I love New York� from Milton Glaser. I immediately knew that was what I wanted to do. I want to have a profound impact on others, the same as Glaser had on me.This is how my passion for graphic design began, and Here I am, some years later, with the same obsession of drawing doodles.


Contents


Orna ........................................ /04 NY Jazz.................................... /16 Subterrestrial.........................../24 Akokan...................................../34 Branding Coelho....................../42 Des-Art...................................../48 Nvios......................................../58 Steak House Brewery............... /66


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01 NAME Nicolae Valera

CLASS Spring 2017

COURSE Packaging

PROJECT Orna

CATEGORY Branding

INSTRUCTOR Min Choi

name / NICOLAE VALERA

Orna

OBJECTIVE Orna is a reliable, fresh look, organic, 100% natural boutique, salon & spa, located in a Cuban resort. Its goal to provide health and beauty treatments, among other services, to tourist all over the world ,with a focus on women ages 25-60, who come to Cuba looking for a relaxed and natural environment. SOLUTION Orna is the fusion of the words organic and natural, for a precise summarization of my proposal. To achieve a cohesive concept, I use a color palette that includes light greens as main color in order to evoke the idea of organic, fresh and natural. I also have developed a website where users could learn about ORNA and the services it provides. Orna also has a line of organic beauty products, for which I have designed a modern set of icons keeping the same aesthetic.

project / ORNA

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salon & spa organico

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Orna

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Logo

Design thinking It is not a secret that Cuba is becoming more exposed to the world and could be considered a virgin market. Tourism, one of the main lines of the cuban economy, is booming, and with the probability of continued growth. ORNA is designed to provide a relaxing and natural environment where tourists all of the world can enjoy. The main clientele focus is women, of any age, who can not only relax but know their treatments are.ORNA salon and spa is part of one resort, that is on a location recognized for its water, ground and vegetation, all of which old medicinal properties.This makes it a unique place and experience in the Caribbean.

Typography

Stylist Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

name / NICOLAE VALERA

Design Thinking

Khmer MN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Gill Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Icons project / ORNA

mason sans ot ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxyz 0123456789

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NAME Nicolae Valera

CLASS Spring 2017

COURSE Page Layout

PROJECT NY Jazz

CATEGORY Branding

INSTRUCTOR Bradford Praire

name / NICOLAE VALERA

NY Jazz

OBJECTIVE Starting from a class project where the main goal was to create a poster for a festival or conference, I decided to take it as a reference and branding an entire festival. This event takes place in New York City, and is basically led to all jazz music lovers. SOLUTION By taking the poster as starting point, I have developed a set of deliverables keeping the same aesthetic, mainly focused on advertising through website application, folded brochures, billboards that all capture the festival essence. Bold typefaces support the simplicity of the message and at the same time portray a bit of New York City style.

project / NY JAZZ

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project / NY JAZZ

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NAME Nicolae Valera

CLASS Spring 2017

COURSE Page Layout

PROJECT Subterrestrial

CATEGORY Layout

INSTRUCTOR Bradford Praire

name / NICOLAE VALERA

Sub terrestrial OBJECTIVE Subterrestrial is an art magazine that would mainly serve as a guide for art lovers and new artists who come emerging. This magazine has as main purpose , to promote, educate and explore all sorts of artistic currents. SOLUTION Create an entertaining magazine, pleasing to the eye, combining interesting layouts and imagery to connect the target audience. The name comes out from the need to find a word, that summarizes the concept of underground. To complement the cover I combined Impact and Myriad pro to design a bold masthead.

project / SUBTERRESTRIAL

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NAME Nicolae Valera

COURSE Branding

CATEGORY Branding

PROJECT Akokan

INSTRUCTOR Min Choi

name / NICOLAE VALERA

Akokan

OBJECTIVE Akokan aguardiente is an alcoholic beverage made in Cuba from sugar cane. The purpose is to create a sophisticated and modern design, that allows to set this variety of aged rums into the United States market, and bring a piece of Cuba into the American culture. SOLUTION AKOKAN is an afro cuban religion word. It is an approval that means everything is good, wonderful and from the heart. The visual concept of the project is based on the sugar cane shape, which we can see reflected in the aesthetic of the elements such as packaging, logo, etc; To identify each version of flavors of Akokan, I have designed a system of numbers and colors. Numbers refers to years of aged and the Colors Express intensity.

project / AKOKAN

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It is hard to compete in a saturated market of many brands such as tequila, vodka, brandy whiskey, etc; for this reason it is necessary to plan a strategy. In the United States, the number of people interested in Cuban culture continually grows every day. In specific, Cuban cigars, music and dance attract new followers. Throughout the country, dance clubs and festivals have been created to satisfy these people, which could serve as a springboard to boost this new product. Every ceremony in Afro Cuban religion ends up with a celebration; cane sugar aguardiente is the main beverage used in those ceremonies. The story behind akokan is the hook; this latter combined with the high quality of the product makes the perfect formula to succeed.

name / NICOLAE VALERA

Design Thinking

Typography

AVENIR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

project / AKOKAN

PALATINO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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NAME Nicolae Valera

COURSE Illustration

CATEGORY Illustration

PROJECT Akokan

INSTRUCTOR Donald Gould

name / NICOLAE VALERA

BrandingCoelho OBJECTIVE Branding Coelho is part of an illustration class exercise, the intention of this project was to design three book covers, dedicated to an author of our choice, discover a common thread that appears in each of these books, and then conceptualize a design aesthetic that brings it to life. I chose Coelho because he is one of my favorite authors, and by the challenge that meant to translate my own vision of their titles. SOLUTION To achieve a cohesive design, I needed an element that would unify the three. In this case three stories that address woman as main topic served as a starting point. On the other hand the use of a palette of gray colors, would support the mystical, existentialist and sometimes surrealistic sense of the author.

project / BRANDING COELHO

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project / BRANDING COELHO

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NAME CLASS Nicolae Valera Spring 2017

COURSE Typography

PROJECT Desart

INSTRUCTOR Sean Bacon

CATEGORY Visual Identity

name / NICOLAE VALERA

Des-art

OBJECTIVE DesArt is a hypothetical conference of Art and Design. It is basically aimed to all people who are interested in Art and Design. The main goal for this project is to create a fresh and modern identity, in addition to design an interesting set of materials that include posters, website, ID cards, program folder, etc; that works together, to capture the essence of the festival. SOLUTION In order to achieve a cohesive design, I have created an identity and visual system with a minimal Approach. Simple lines, basic geometric shapes, fun and spontaneous typeface are elements that helped me to communicate the spirit of the brand. In addition I use a palette of colors inspired by the city of Miami, which is the location of the conference.

project / DES-ART

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CLASS Spring 2017

COURSE Page Layout

PROJECT Nvios

CATEGORY Logo

INSTRUCTOR Bradford Praire

name / NICOLAE VALERA

Nvios

SOLUTION Nvios shipping company logo is inspired by a shape of cargo ship, industry typeface brings a modern and sophisticated feel. I also have designed a dynamic visual identity, accomplished by using diagonals and contrasting colors, that unify the concept.

project / NVIOS

OBJECTIVE To create a logo is not an easy task and try to combine typefaces, icons, and summarize the whole concept is a challenge, especially when all it’s about a mega shipping company. Nvios operates in the USA and overseas; it is characterized by the transparence, and the efficiency of the services that it provides.

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project / NVIOS

name / NICOLAE VALERA

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NAME Nicolae Valera

CLASS Spring 2017

COURSE branding

PROJECT Steak House

CATEGORY Visual Identity

INSTRUCTOR Min Choi

name / NICOLAE VALERA

Steak House OBJECTIVE The objective on this project was to create a brand new micro brewery based in San Diego, CA. With more than 150 established breweries, San Diego has become the United States capital of craft beer. This means inserting a new product into the market is not an easy task. SOLUTION How to introduce a new product into a busy market? That was my first question. In order to accomplish my goal I decided to combine, meat and beer as part of a strategy to attract a specific audience. I also created a modern and rustic visual identity that defines the characteristic of the“Steak House Brewery” not as fancy place but neither cheap, a casual place to enjoy both good meat and beer.

project / STEAK HOUSE

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Typography

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0 0123456789 SILOM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.

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VARIEX OT

brisket shank

tenderloin top sirloin

short sirloin bottom sirloin

plate

flank

Round

ne ck

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chu ck

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ee ch

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sirloin

RIB

shank

project / STEAK HOUSE

Icons

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project / STEAK HOUSE

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Orna salon & spa organico



opium bar

steak HOUSE

N V I O s

NY

brewery

Piston

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typesport


b a r

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subterrestrial art MAGAZINE

l o u n g e

s i xs e n s e 

-Night Bar Club -Brewery And Restaurant -Jazz Festival -Bar And Lounge -Arte Magazine

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-Experimental Interacting Space -Boutique,Spa and salon -Shipping Company -Radio Station -Art Design Conference

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a 853

pyura

Des1 Art1 20 17

-Alchol Beverage -Auto Repair Workshop -Sport Apparel Designs -Movile App -Personal Identity Logo

project / LOGOS

par

rabo

la 85

5r a3b o l

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a b o l ap 8 a

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T h a n k Yo u Special thank to my parents, to my Baby daughter, and my wife for all the support. To all my teachers at city college, specially to Sean Bacon and Bradford Praire for your incredible dedication, and all that you have taught me. Thank you so much Shelly Cain for your help, and thank to all those people who made this book possible.


Designer

Nicolae pedro Valera valera76@hotmail.com www.nicovalera.com San Diego City College Spring 2018

Credit

Envato Elements ,Unsplash.com

Printing Sunsetpress

Photography

Nicolae Pedro Valera

Typefaces

Univia Pro, PT serif

Copyrights Š 2018

All rights reserved. No portion of this book may be used or reproduced without the written permission of Nicolae Pedro Valera.

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portofolio graphic design

portfolio niko  

portofolio graphic design

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