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THE PORTFOLIO OF PRISCILLA SANABIA

“A great brand is a story that is never completely told.” –Scott Bedbury When I was a kid I would go with my mom to the grocery store and was told I could pick out only one item for myself. I would run over to the candy section like any child would and grab the most vibrantly wrapped piece or candy, bring it back to my mom, and she would smile and ask me,"Why this one?" I would shrug my shoulders and answer with the most simplest response,"It just looks pretty." Thinking back to the first moment I could recall the kind of effect a brand can have over a person, I realized the story it could tell with its colors, type, and imagery. A selective color can spark interest, the use of a certain font would make them pop off the shelves, and the use of some sort of imagery would bring the brand together to create a unique story within someones' mind. Building a brand and the ability it has to engage a range of people in different ways is such a strong influence. The hopes to build a bond and can cause loyalty through an individuals reaction and become part of their story is what I sought out to create.


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PROJECT BRANDING FOR ENTREPRENUER

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dolce luna


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TERM SPRING 2017

INSTRUCTOR MIN CHOI COURSE IDENTITY SYSTEMS & PACKAGING DUR ATION 6 WEEKS DELIVER ABLES LOGO, PACKAGING, ENVIRONMENTS, WEBSITE

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dolce luna


TERM SPRING 2017

DOLCE LUNA OBJECTIVE Inspired by the artisan food movement, Dolce Luna opened their doors in San Diego with a vision of producing only the best handmade ice cream. In attempts to differenciate themselves from other ice cream shops they use a combination of uncommon ingredients and fresh produce to create unique and delicious flavors. Targeting a 25+ year old demographic, Dolce Luna seeks to reach clientele who tend to find out of the norm food, a refined taste palette, and an interest in exploring new and fun dessert experiences.

INSTRUCTOR MIN CHOI COURSE IDENTITY SYSTEMS & PACKAGING DUR ATION 6 WEEKS DELIVER ABLES LOGO, PACKAGING, ENVIRONMENTS, WEBSITE

APPROACH In order to pay tribute to their craft, an ice cream cone is placed in the middle of their logo. Paired with Alek Bold, a fun calligraphic font, it gives the brand a feel of sophistication while ultimately appealing to a trendier and older target market. A tagline of artisan creamery sits below the logo in Neutra Text, a straightforward font that doesn't take away attention from the main logo yet unifies it ever so slightly. Beginning in early childhood, there is an expectation that certain colors will be sweet. A soft yet noticeable color palette of dusty pinks, intriguing purples and lavender pay homage to this theory of being sweet tasting and nostalgic.

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dolce luna


artisan creamery TERM SPRING 2017

A RT I SA N C R E A M E RY

Design Thinking

NAMING Taking to consideration the different types and qualities of naming an ice cream shop that specialized in interesting flavors, I had to think outside the box. It had to envoke a sense of adventure yet have an appetizing appeal to it. It would have to be welcoming yet sound and appear high end since the product would be on the pricier range. The name would need to capture an older audience in search of something new and evocative.

COMPETING BR ANDS Jeni's Splendid Ice Cream Mariposa Sweet Rose Creamery Humphry Slocombre Salt & Straw Moosie's

COMPONENTS OF A GOOD BR AND NAME Meaningful Dolce Luna or Sweet Moon in english plays the idea of ice cream that is out of this world and something a bit mysterious and new. Distinctive Dolce Luna distinguishes itself from other ice cream shops by being vivid, descriptive, and memorable. Future-Oriented Leaving the possibility of company growth and sustainability were major factors in coming up with Dolce Luna. Modular In instances where the company decides to branch out, Dolce Luna enables ease to build brand extensions into other markets. Protectable Dolce Luna can be owned and trademarked. A domain is also available. Positive No strong negative connotations are known for Dolce Luna. It has positive significance in the dessert market for now. Visual Dolce Luna lends itself well to graphic presentation in a logo.

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PROJECT BRANDING FOR ENTREPRENUER

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dolce luna


TERM SPRING 2017

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PROJECT BRANDING FOR ENTREPRENUER

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dolce luna


TERM SPRING 2017

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dolce luna


TERM SPRING 2017

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ca pit rescue


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TERM FALL 2017

INSTRUCTOR BRADFORD PRAIRIE COURSE PAGE LAYOUT DUR ATION 6 WEEKS DELIVER ABLES LOGO, WEBSITE, UI/UX

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ca pit rescue


TERM FALL 2017

CALIFORNIA PIT RESCUE OBJECTIVE California Pitbull Rescue is a non-profit organization who focuses on rescuing and finding forever homes for dogs categorized as "pitbulls". The stigma created against the breed left a high number of these dogs unwanted and abused thus setting forth the organizations' need to help. Reaching out to a broad audience in order to cultivate a healthier view of the breed and spark awareness of their effort would be key in helping these missunderstood dogs find a good home.

INSTRUCTOR BRADFORD PRAIRIE COURSE PAGE LAYOUT DUR ATION 6 WEEKS DELIVER ABLES LOGO, WEBSITE, UI/UX

APPROACH Having a strong web and social media presence is the most reasonable and fastest way to reach out to an array of people hoping to adopt a dog. Pitbulls shown on their web and social outlets are highlighted in a different perspective to show their playful and caring side. Vibrant colors of orange and blue portray the animals joyful and stimulating personalities. An easy going mood is built around the organization to draw the viewers into a positive attitude on the subject of pitbull adoption. The organization was in need of a logo that gives a straightforward, new and original feel to California Pitbull Rescue; thus Knockout was used in a variety of widths to achieve a playful but strong voice for the non-profit.

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ca pit rescue


TERM FALL 2017

Design Thinking

THE BIG IDEA Core values are the basis of any good brand and when dealing with a non-profit it should be clear to understand what the organization stands for right away. California Pitbull Rescue required people to connect instantly and so a big idea was built around their organizations mission.

Realization of the Big Idea: VISION & MISSION Finding forever homes and rescuing at risk "pitbull" type dogs. To facilitate social change, abolish the abuse, over breeding, and mis-education surrounding the breed.

CLARITY The core values and brand attributes of the organization focuses on the stigma this specific breed encounters when adoption and housing are brought up. How we can develop and shed some light on the issue as a community to save the lives of these misunderstood dogs and keep them from being neglected and overlooked when adoption comes to mind.

KEY SERVICES Giving their web and mobile site a much needed update was a priority. Since most of their reach is web based, a friendly user interface was key in making first impressions for the brand. Generating an easy site for visitors to maneuvor around in order to find important links for adopting, donating, and other information on what the organization is doing would help from making anyone frustrated. By being invested and having a presense in some social media platforms, California Pitbull Rescue helps increase their non-profit awareness. Showcasing some of their adoptees' happy stories on these platforms helps employ empathy for the cause and may in turn spark some conversation on the topic of how to help these lovable pitbulls.

THE BIG IDEA Saving Pittie Paws.

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PROJECT WEB & UI/UX

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ca pit rescue


TERM FALL 2017

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PROJECT WEB & UI/UX

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ca pit rescue


TERM FALL 2017

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lost city


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TERM FALL 2017

INSTRUCTOR SEAN BACON COURSE PORTFOLIO EXPANSION DUR ATION 6 WEEKS DELIVER ABLES LOGO, ILLUSTRATION

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lost city


TERM FALL 2017

LOST CITY OBJECTIVE Lost City is inspired by mythical fabels told of lost civilizations throughout history from around the world. Aimed at 25-35 year olds who desire an elevated beer with an eye for brands that bring a unique style. Located in San Diego, the heart of the craft brewing scene, new breweries need to come into the game with a strong concept and a specific target audience.

APPROACH

INSTRUCTOR SEAN BACON COURSE PORTFOLIO EXPANSION DUR ATION 6 WEEKS DELIVER ABLES LOGO, ILLUSTRATION

To elaborate on their view of a brand built around lost civilizations, Lost City embodies each case told throughout history with an illustrated label varying from each beer varietal. An earthy color palette was used throughout to connect the brand back to the earth. A subtle nudge of color was also used to bring back the mystique of far away places. A loud and compelling font was necessary in order to make sure the beer would stant apart from others on the shelf. Crest logos give a classic look and feel to a brand so one was built for Lost City to deliver an overall vintage aesthetic.

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lost city


TERM FALL 2017

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noir


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INSTRUCTOR SEAN BACON COURSE ADVANCED TYPE DUR ATION 6 WEEKS DELIVER ABLES LAYOUT, WEBSITE, EPHEMERA, UI/UX

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noir


TERM SPRING 2017

NOIR OBJECTIVE Sundance film festival celebrates creativity and showcases films and new voices around the world. Catering to an affluent and cultured older crowd of 30+, the festival aims to create a conference celebrating the art of Noir in filmography. The conference should find balance between keeping the overall aesthetic of Sundace while portraying the obscure, artful world of Noir.

APPROACH A typographic treatment that focused on bringing a mysterious edge to the theme was built to be used throughout the conference. Being a strong and elegant font, Futura was used to embody the sense of Noir. Type was enlarged and showcased to the viewers in a way that brought intrigue. The same characteristics were used when treating speaker photos and program layouts. Exclusive "goodie bags" were tailored to suit the attendees of the festival. A dark color palette and special finishes throughout the festival brings sophistication to achieve the need for luxury.

INSTRUCTOR SEAN BACON COURSE ADVANCED TYPE DUR ATION 6 WEEKS DELIVER ABLES LAYOUT, WEBSITE, EPHEMERA, UI/UX

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noir


TERM SPRING 2017

Design Thinking

TARGET AUDIENCE Sundance celebrates an important part of film with a conference surrounding one inspiring theme, Noir. In preparation of conducting a special themed conference for Sundance Film Festival, an in-depth examination of their target audience was needed. Comprised of an older demographic ranging from 25-54, Sundance is generally attended by upscale and educated groups. The theme of Noir seemed to pertain to their current field as it engages its intended audience with their need to gravitate towards artful and cultural film experiences. An in depth look into their following.

PRIMARY AUDIENCE Entertainment Industry Older demographic, well to do aficionado of the business. Attracting others to the event aside from the film festival. • How will this conference benefit? Gives them an opportunity to network • What is the necessary outcome? To leave inspired and refreshed • What are main concerns? Work schedule and location SECONDARY AUDIENCE Film Students On the younger range, bringing a youthful edge to the conference. • How will this conference benefit? Gives them an opportunity to network • What is the necessary outcome? To have met someone of merit in the industry • What are main concerns? Monetary and transportation

TERTIARY AUDIENCE Movie Buffs/Festival Goers Bringing some extra festival revenue and promotion. • How will this conference benefit? Mingle with others with the same affinity • What is the necessary outcome? To leave inspired • What are main concerns? Monetary and lodging

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PROJECT CONFERENCE BRANDING

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noir


TERM SPRING 2017

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PROJECT CONFERENCE BRANDING

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noir


TERM SPRING 2017

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PROJECT CONFERENCE BRANDING

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noir


TERM SPRING 2017

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lost city


TERM SPRING 2017

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trouvaille


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INSTRUCTOR BRADFORD PRAIRIE COURSE PAGE LAYOUT DUR ATION 6 WEEKS DELIVER ABLES LOGO, EPHEMERA, ENVIRONMENTS, MENU

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trouvaille


TERM FALL 2017

TROUVAILLE OBJECTIVE Trouvaille, or lucky find in English, is an up and coming French restaurant located on the hip Art District in Los Angeles. Hoping to entertain an array of well off professionals and gourmands ranging from ages 25-50, Trouvaille means to create a sensible yet upscale space which emodies a contemporary French feel. They look to make their brand stand out in the vast sea of restaurants in the area and bring a fresh take on French dining .

APPROACH

INSTRUCTOR BRADFORD PRAIRIE COURSE PAGE LAYOUT DUR ATION 6 WEEKS DELIVER ABLES LOGO, EPHEMERA, ENVIRONMENTS, MENU

Drawing inspiration from French vintage signage, Trouvaille brings back to life the classical style in it's logo. Built with a warm and inviting font, Surveyor, it truly commits to bringing an old nostalgic aura while delivering on a polished overall look. A muted color palette of eath tones evokes a rustic but artistic flare when paired with subtle splashes of yellow and dusted pink. Bringing an alluring essence to the brand was key so a play on the restaurants name was fabricated. An illustration of a rabbit was built into some of Trouvailles' branded items to fit the targeted hip area the restaurant was located in.

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PROJECT RESTAURANT BRANDING

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trouvaille


TERM FALL 2017

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trouvaille


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covers


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INSTRUCTOR SEAN BACON COURSE PORTFOLIO EXPANSION DUR ATION 6 WEEKS DELIVER ABLES ILLUSTRATION, LAYOUT

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PROJECT BOOK COVER

covers


TERM SPRING 2018

HORROR BOOK SERIES OBJECTIVE Popular classic horror books have been around for quite some time, and because of this its book covers have required reinventing to keep it up to date. Among some of the oldest books around; Dracula, Frankenstein, and Dr.Jekyll & Mr. Hyde were bundled up to create a classic horror book collection. A need for a contemporary look to unify these books while still giving it the feel of its classic horror aesthetic was essential.

INSTRUCTOR SEAN BACON COURSE PORTFOLIO EXPANSION DUR ATION 6 WEEKS DELIVER ABLES ILLUSTRATION, LAYOUT

APPROACH To keep an ominous tone to the books, an eerie color palette was kept to envoke a sense of fear and mystery. Targeting an audience of 20 plus, a minimal yet conceptual illustration was used. To provide the books with a cohesive scheme each book highlights the heroine of the story with an object that relates back to the main character. In order to give the book a classic feel a blackletter font of FF JohannesG was used. With its old style figures and condensed lettering, Johannes helped in the effort of making the books chilling.

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covers


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ac martin


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ac martin


TERM SPRING 2018

AC MARTIN OBJECTIVE Based in Los Angeles, AC Martin has built roots in the community for the past century. Responding to the current needs of California and its occupants for sustainable structures, they sought to stand out from the many firms in Los Angeles to transform our skyline. Known for having an integrated design approach to creating enduring environments for the 21st century; AC Martin was looking for a new approach to adapt to current trends in the market.

APPROACH

INSTRUCTOR SEAN BACON COURSE PORTFOLIO EXPANSION DUR ATION 6 WEEKS DELIVER ABLES LOGO, ENVIRONMENTS, WEBSITE, UI/UX

Marketing towards a professional, well off group of 40+; AC Martin wanted to keep their history in tact while overhauling their brand. The main corporate color of orange was to stay true as it embodied the business moto of straight forward thinking and had recognition in the industry among its competitors and trustworthy customers. Giving its sub brands more structure and distiction, AC Martin built a color coding system to differenciate their branches. A new typeface was given to the brand as a fresh take on embracing the change of the modern market. Avenir Next gives the brand a bold yet subtle voice.

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ac martin


TERM SPRING 2018

Design Thinking

BR AND AUDIT In a constatntly evolving industry, AC Martin needed a course of action and prioritization to chart out what the company's approach would be to reach their taget audience and be at the forefront of their trade. A deep analysis of the brands assets— identity, marketing, voice, and visuals—were gathered and a startegy was built upon them.

BR AND VISION In the highly competitive field of architecture in Los Angeles a brands name should be a reflection of the prominent work the company is producing. AC Martin needed a logo that would be effective and position the company for success. Developing and improving complience among the brand's divisions to highlight key services offered by the company which were not being showcased clearly.

WEBSITE OBJECTIVE It is important that the website and mobile sites are built with the users experience in mind. AC Martin needs to make clear what key services are offered and their vision in order to secure investors and interested firms. Careful visual hierarchy should come into play to guide the viewer with ease through their site from beggining to end. AC Martins' transformative approach in architectural design since 1902 should be a key point to excite and entice future work.

BR AND STR ATEGY In conducting a full brand audit and gathering relevant materials such as language, visual/ identity; AC Martin was in need of a visual brand refresh. Although risk plays a factor when rehauling a brands look, keeping up to date with current trends in the architectural field is necessary to the brands need of being ahead of the curb in transformative design and not remain stagnant. Giving the company a modern look would give the company a strong competitive advantage in the market since their name and work have already paved ways in the field.

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PROJECT BRAND REFRESH

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ac martin


TERM SPRING 2018

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PROJECT BRAND REFRESH

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ac martin


TERM SPRING 2018

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PROJECT BRAND REFRESH

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ac martin


TERM SPRING 2018

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ac martin


TERM SPRING 2018

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fifty50


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PROJECT EDITORIAL

fif-


TERM FALL 2017

FIFTY/50 OBJECTIVE Fifty/50 magazine seeks to differenciate themselves from other skate and surf magazines by tapping into a more sophisticated mens niche with an interest in high performance sports. The brand would have to find a way to branch off from the typical skate/surf aesthetic while still keeping true to the culture and general life style of the surf and skate community.

APPROACH

INSTRUCTOR BRADFORD PRAIRIE COURSE PAGE LAYOUT DUR ATION 6 WEEKS DELIVER ABLES LOGO, LAYOUT

To give the magazine a sense of sophistication, 50/Fifty took an artsy approach when styling its covers. Cover photos are treated with a lowered saturation to give the effect of serene harmony and longing to be on location. The featured person of each issue stands alone facing away from the camera focusing on the sport itself while giving the viewer a sense of calm with the eagerness of wanting to know what happens next. Noe Display is used for their font in order to give them a confident and strong voice which embodies the magazines' target audience. Handwritten rough fonts and blown up text give layouts a slight nudge towards the nitty-gritty life of extreme sports.

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PROJECT EDITORIAL

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TERM FALL 2017

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PROJECT EDITORIAL

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fifty50


TERM FALL 2017

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fifty50


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PROJECT PACKAGING FOR CULTURE

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mezcali


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TERM SPRING 2017

INSTRUCTOR MIN CHOI COURSE IDENTITY SYSTEMS & PACKAGING DUR ATION 6 WEEKS DELIVER ABLES LOGO, PACKAGING, CASE, VISUAL VOCABULARY

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PROJECT PACKAGING

mez-


TERM SPRING 2017

MEZCALI OBJECTIVE Mezcali, based in Oaxaca Mexico, is a mezcal dedicated to the natural, artisinal and traditional way of making the old spirit. Old in tradition and most of its consumers, Mezcali hopes to span out to a broader audience and educate in their sustainable approach when harvesting and distilling mezcal from the agave plant. Targeting a 25-34 year old demographic, Mezcali seeks to reach clientele who gravitate towards premium brands and experiences with an interest in exploring the rich history of mezcal.

INSTRUCTOR MIN CHOI COURSE IDENTITY SYSTEMS & PACKAGING DUR ATION 6 WEEKS DELIVER ABLES LOGO, PACKAGING, CASE, VISUAL VOCABULARY

APPROACH In an effort to inform people of how their sustainable practices are helping agave from being endagered, on the back of the bottle a picture of the agave they are experiencing will be showcased and on the box a detailed story of how some of their proceeds will help fund "Encuentro Agave" a Wild Reforestation Program that helps promote those practices for a productive, biologically diverse and self-sustaining future. Their logo incorporates an illustration of the Mexican goddess of the agave plant which mezcal is derived from. Paired with Champion, a masterfully created font, it gives a contemporary feel to the brand. Bold but subtle colors differenciate the flavors and pay homage to Mexicos cultural tradition; a refleciton of the warm and lively culture. The wooden packaging and illustration gives a hand-crafted feel and finish to the brand.

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mezcali


TERM SPRING 2017

Design Thinking

DIFFERENTIATION Mezcal, the smokier cousin of tequila, is making a comeback in Mexico and gaining popularity in America. Once the choice of spirit for a distinguished hispanic generation has now become mainstream with dedicated bars specializing in serving the many varietals of this old Mexican spirit. Mezcali looks to differenciate itself from their competitors by staying true to the artisinal way of making the spirit while incorporating current trends in the market. A crisp and clean look with a mix of hispanic influence that would attract spirit enthusiasts and an array of youthful, cultured people ages 28 and up.

MEZCAL EL SILENCIO Using a combination mark as its logo, El Silencio combines a script font for their brand name which envokes a more high end feel to it. This mezcal bottle lands on the pricier end and attracts an older clientele.

MEZCAL VAGO An all type label with a vintage inspired font, muted colors, Mezcal Vago wanted to push the mezcal more than the styling of the product. Another mezcal gearing towards an older demographic with knowledge of the spirit.

SIETE MISTERIOS An affordable mezcal, Siete Misterios made a lively handmade font for their label. Mexican inspired illustrations and color was used throughout their brand.

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PROJECT PACKAGING FOR CULTURE

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mezcali


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mezcali


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PROJECT LOGO SPREAD

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LOS

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logos

T C I TY LC

grafe.


TERM SPRING 2018

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LOS

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LOGO MARK

SKATE SURF MAGAZINE

BBQ JOINT

TRUCK ACCESSORIES

FLOWER SHOP

SURF PICTORIAL MARK

BREWERY

PERSONAL MARK

BABY CLOTHING BR AND

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THANK YOU This book is dedicated to my family and friends of whom whithout their love and support I would not have continued in my strive to pursue my goals and join the great graphic design program here at City College. SPECIAL THANKS To Sean and Bradford for your tenacious effort on pushing me to produce only the best till the very end. Thank you to all the professors at City College who helped inspire and encourage the outcome of this book. Text is set in Quarto and Whitney. Photography by Bradford Prairie, Priscilla Sanabia, StockSnap. All images taken from the internet are for inspirational use only. No portion of this book may be used or reproduced without written permission from the author. For more information contact psanabia@gmail.com. CopyrightŠ2018, Priscilla Sanabia. All rights reserved.

Priscillaportfolio2  

Graphic Design Portfolio 2018

Priscillaportfolio2  

Graphic Design Portfolio 2018

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