Sammara Portfolio

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Project_ Rebellus Cosmetics

Category_ Packaging

Instructor_ Min Choi

Date_ Spring 2017

Typeface_ Mrs Eaves/Fertigo Pro/Filson

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Sustainable


Rebellus Cosmetics

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Project_ Rebellus Cosmetics

Category_ Packaging

Instructor_ Min Choi

Date_ Spring 2017

Typeface_ Mrs Eaves/Fertigo Pro/Filson

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Rebellus cosmetics is a sustainable beauty brand based in California. Their service is mostly online but also carried in beauty counter stores. The audience is uppermiddle-class women and men from 20 to 35 years old who value high-quality products that support modern day consciousness without compromising their character. In order to reduce product waste, Rebellus offers refillable packaging. The campaign strategy is to expose the benefits and rewards of being involved in the environmental awareness movement through social media. Rebellus differentiates itself through it combination of a luxurious look and reusable packaging, a combination that does not exist in the market. I chose a gender-neutral color palette; a deep teal green, ochre yellow, and gold as the primary colors of the brand. The colors convey the richness of the products. I selected Mrs Eaves for an established look that communicates reliability and trust to customers. The logo is based on Baskerville through the familiarity of designer brands. I designed an editorial interface with a clean and spacious layout and infographics on how to refill makeup products. Visual language focuses on circular shapes to emphasize the cycle of reuse. The packaging is kept minimal and sleek. The serifs of Fertigo Pro match the customized logo style. Filson pro is used for easily readable body copy.


Rebellus Cosmetics Rebellus Cosmetics es una marca de belleza sostenible fundado en California. Su servicio es mayormente en línea, pero también se realiza en tiendas de belleza. El público son mujeres y hombres de clase media alta de 20 a 35 años de edad que valoran productos de alta calidad que apoyan la conciencia moderna sin comprometer su carácter.

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Elegí una paleta de colores neutros al género; Un verde azulado profundo, amarillo ocre y oro como los colores primarios de la marca. Los colores transmiten la riqueza de los productos. Seleccioné a Mrs Eaves por un aspecto establecido que comunica confiabilidad y confianza a los clientes. El logotipo se basa en Baskerville a través de la familiaridad de las marcas de diseñadores. Diseñé una interfaz editorial con un diseño limpio y espacioso e infografías sobre cómo rellenar productos de maquillaje. El lenguaje visual se enfoca en formas circulares para enfatizar el ciclo de reutilización. El embalaje se mantiene mínimo y elegante. Las remesas de Fertigo Pro coinciden con el estilo del logotipo personalizado. Filson pro se utiliza para copiar fácilmente el cuerpo legible.

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Para reducir el desperdicio de producto, Rebellus ofrece envases recargables. La estrategia de la campaña es exponer los beneficios y las recompensas de estar involucrado en el movimiento de conciencia ambiental a través de las redes sociales. Rebellus se diferencia por su combinación de apariencia lujosa y empaque reutilizable, una combinación que no existe en el mercado.



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Differentiation

In the pursuit of living more conscious of our environment, customers demand companies for quality products that won’t pile on a landfill every three months or so. Rebellus Cosmetics differentiates itself by introducing clean ingredients and a commitment to reduce product waste with refillable packaging.

COMPETITIVE LANDSCAPE

KEY COMPETITORS Kjær Weis A strong competitor on the beauty market to combine sustainability and luxury too. Mostly known in NYC, named after the founder’s name and Danish-born make up artist. Its logo mirrors the shape of their packaging, which brings a minimalist Scandinavian aesthetic. Charlotte Tillbury A well known high end beauty brand also founded by a brittish make up artist. Its packaging is inspired by old hollywood glam and products are targeted to celebrity fresh faced. The logo is a classic monogram.


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LOGO

REBELLUS COSMETICS

TYPOGRAPHY

Mrs Eaves ABCDEFGHIJKLMNOPQRSTUVWXYZ Filson Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ Fertigo Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ

PATTERNS

BRAND SLOGANS Join the Rebellution. Let’s be Rebellus. Fall inlove once and keep it forever.

COLOR PALETTE

#FBB040

#00434 1

#F4F4F1



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Project_ Mayahuela Pulque

Category_ Packaging

Instructor_ Min Choi

Date_ Spring 2017

Typeface_ Noyh

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Aztec


Mayahuela Pulque

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Project_ Mayahuela Pulque

Category_ Packaging

Instructor_ Min Choi

Date_ Spring 2017

Typeface_ Noyh

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Mayahuela is a pulque beverage brand, a traditional Mexican alcoholic drink derived from the maguey plant. The process is made by fermenting the plant’s juice to a fresh and thick consistency. Pulque has become a symbol of subculture among young people in Mexico city, ages 18 to 33 years old, as a way to connect with the indigenous past into their identity. Mayahuel is known for being the Goddess of fertility, usually represented by the maguey plant. According to Aztec culture, she is the mother of 400 rabbit drunkenness Gods. Therefore, my strategy was to fix their names to every different flavor in the line. I solved it by incorporating Aztec design motifs in a juvenile and fresh spirit. I kept the essence of carved stone texture in the can. I created a rabbit drawing that is consistent across flavors, with a name that changes to fit the flavor, and bright colors to easily differentiate between them. The cans are illustrated with a handmade touch and limitations of the carved stone technique. The Noyh typeface offers a geometric structure with smooth corners, giving it great legibility and making it clean and friendly.


Mayahuela Pulque Mayahuel es conocida por ser la diosa de la fertilidad, generalmente representada por la planta de maguey. Según la cultura azteca, ella es la madre de 400 dioses borrachos de conejos. Por lo tanto, mi estrategia fue fijar sus nombres a cada sabor diferente en la línea.

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Lo resolví incorporando motivos de diseño azteca en un espíritu juvenil y fresco. Guardé la esencia de la textura de piedra tallada en la lata. Creé un dibujo de conejo que es consistente en todos los sabores, con un nombre que cambia para adaptarse al sabor, y colores brillantes para diferenciarlos fácilmente. Las latas están ilustradas con un toque artesanal y limitaciones de la técnica de piedra tallada. El tipo de letra Noyh ofrece una estructura geométrica con esquinas lisas, lo que le confiere una gran legibilidad y un aspecto limpio y agradable.

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Mayahuela es una marca de bebidas de pulque, una bebida alcohólica tradicional mexicana derivada de la planta de maguey. El proceso se realiza fermentando el jugo de la planta hasta obtener una consistencia fresca y espesa. El pulque se ha convertido en un símbolo de la subcultura entre los jóvenes de la ciudad de México, con edades entre 18 y 33 años, como una forma de conectar con el pasado indígena a su identidad.


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Project_ Compass Coud

Category_ Branding UX/UI

Instructor_ Leanna Jones

Date_ Spring 2018

Typeface_ Roboto

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Active


Compass Cloud

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Project_ Compass Coud

Category_ Branding UX/UI

Instructor_ Leanna Jones

Date_ Spring 2018

Typeface_ Roboto

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Compass cloud is a mobile app powered by MTS San Diego, that is responsible for the planning, scheduling, and performance monitoring of all MTS transit services. The target audience is located in urbanized areas of San Diego County as well as the rural parts of East County, serving approximately 3 million people. The app strives to portray a dependable, cultured, and friendly voice to reach a wide audience including young and old riders. The strategy is to improve the user experience by optimizing the ticket system, scheduling, and plan trip feature. I decided to use current illustrations from ticket machines while adding and modifying them as needed to create a connection to the master brand. I utilized the existing NFC ticketing system for Tap and Ride cards and implemented NFC mobile tickets. I chose Roboto for a native look, that is consistent with Google Maps. The text size is made considerately bigger for effective legibility. In contemplation of the previous UI, changes were made to modernize the style and make the flow more intuitive. The brand color palette was coded to transit lines to help users digest information on the move.


Compass Cloud

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Decidí usar las ilustraciones actuales de las máquinas expendedoras de boletos mientras las agregaba y modificaba según fuera necesario para crear una conexión con la marca principal. Utilicé el sistema de tickets NFC existente para tarjetas Tap y Ride e implementé tickets móviles NFC. Elegí Roboto para un aspecto nativo, que es consistente con Google Maps. El tamaño del texto se hace considerablemente más grande para una legibilidad efectiva. Al contemplar la IU anterior, se realizaron cambios para modernizar el estilo y hacer que el flujo sea más intuitivo. La paleta de colores de la marca se codificó en líneas de tránsito para ayudar a los usuarios a digerir información sobre la marcha.

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Compass cloud es una aplicación móvil desarrollada por MTS San Diego, responsable de la planificación, la programación y la supervisión del rendimiento de todos los servicios de tránsito de MTS. El público objetivo está ubicado en áreas urbanizadas del Condado de San Diego, así como en las zonas rurales del Condado Este, que atienden a aproximadamente 3 millones de personas. La aplicación se esfuerza por retratar una voz confiable, culta y amigable para llegar a una amplia audiencia que incluye jinetes jóvenes y viejos. La estrategia es mejorar la experiencia del usuario mediante la optimización del sistema de tickets, la programación y la función de planificación del viaje.



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Research/Sitemap

The Compass Cloud app for MTS San Diego was redesigned with a trustworthy and good-natured brand message in mind. A customized user account was implemented to save routes, ticket expiration calendar, credit card information, traveled distance, and custom notifications. Upon opening the app, the user would get to Home, where location and starred routes live, as well as transit line alerts. To help the user flow be intuitive, a search tool was implemented to most screen sections, which leads to Trip Planner flow. A key feature for riders’ convenience was to include a quick access sticky button in Trip Planner directions and Home screen directly to active ticket screen. The interface would have access to all transit line schedules in Travel screen alongside with nearby routes schedule. Lastly, the existing NFC ticketing system function Tap and Ride was incorporated in the mobile app.


Store Manager San Diego, CA Income: 50k

Status: Single

Interests: • Fashion • Eating out with friends • Travel

Personality: • Social • Bubbly • Independent

Painpoints: • Trip planner doesn’t work. • Can’t recommend app to visitors for full San Diego experience • Can’t schedule a date to use ticket

Jazmine Sanders

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Biography: Jazmine loves to travel and try out new dishes from around the world. She gets inspired by traveling and channels it through her fashion style. She likes to stay ahead of current events and fashion trends. She takes public transportation to work, because traffic consumes most of her morning and finding a parking spot at her job is nearly impossible. She enjoys to spend her ridding time reading. She always tries to maximize her time so, she has a variety of essential applications on her phone to help her lifestyle.

Labor Worker San Diego, CA

Jorge Lopez

Personas

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Income: 30k

Status: Married with 3 children

Interests: • Sports • Finding new restaurants • Spending time with family

Personality: • Social • Family oriented • Humble

Painpoints: • Narrow functionality • Wants notifications Biography: Jorge has a big family, which consists of 3 children, Jorge, Alberto, and Jazmin. His wife Gloria and a dog named Max. Jorge takes public transportation to work, because it is convenient for him and his family. Usually Gloria takes the car to drive the kids to school and go to work. While riding the bus, Jorge checks sport news on his mobile application, as well as his social media to stay in touch with relatives and find out new restaurants to try out on the weekends.


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High School Student San Diego, CA

Jonathan Stevens

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Income: N/A

Status: Single

Interests: • Reading tech articles • Electronic music • Hanging out with friends

Personality: • Geek • Curious • Active

Painpoints: • Finds impractical input credit card info everytime of purchase • Inability to link a physical compass card Biography: Jonathan is a straight A’s student. He lives moderately close to his school, but takes the bus everyday to get on time. He takes advantage of time spent ridding the bus to study. Jonathan stays after school to practice track and field. He has a bunch of friends to hang out with with his lifestyle. He is also very interested in technology and aims to work for google. Jonathan relies on his mobile applications to study for exams, read articles, entertainment, and check the bus schedules.

Nana

San Diego, CA

Maria Vazquez

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Income: N/A

Status: Married

Interests: • Walking her dog • Drinking coffee • Cooking

Personality: • Trusthworthy • Friendly • Warm

Painpoints: • Wants to buy one way pass • Senior fares • finds hard to find stops on tiny map Biography: Maria is a warm hearted person, that is involved in her community and knows every neighbor. She babysitts occasionally in her neighborhood. She loves to walk her dog, Mia, and socialize around with mailman, electrician, etc. She likes to invite people over her house to drink coffee and chat or she visits friends. She has social media, picture editing apps, and few others utility apps. She finds more practical to take public transportation to move around her area.


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New users create an account to set up a customizable profile and paying method.

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The Join Now CTA leads to credit card info or paypal account to set as permanent payment method.

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Tab bar icons change color to indicate which section is on at a single glance.

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Sticky button directed to valid ticket screen.

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Transit fares options for one-day trip, monthly passes, senior, and student.

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Checkout CTA points to confirmation details.

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Tickets are activated upon approval by a pop-up notification.

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Log In 1

Home 1

Home 2

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Tickets 1

Check Out 1

Tickets 2

Tickets 3

High Fidelity Wireframes/ Sitemap Flow


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Search

Travel 1

Travel 2

Travel 3

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Trip Planner 1

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Nearby transit lines schedules.

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Complete schedules for all MTS bus routes.

Trip Planner 2

Trip Planner 3

10 Custom settings to directly add route to starred, create custom notifications to tell when to leave your location to bus stop, or select future date and time to travel.

Trip Planner 4

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11 Distance traveled monthly.

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12 Calendar color coded to recognize montly passes expiration date, expired tickets history and un-used ones. Account 1

Account 2

Trip Planner 5


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NFC ticketing system activated.




Project_ Modus Operandi

Category_ Magazine

Instructor_ Bradford Prairie

Date_ Spring 2017

Typeface_ Azo Sans/Acumin Pro/Baskerville

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Artists


Modus Operandi

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Project_ Modus Operandi

Category_ Magazine

Instructor_ Bradford Prairie

Date_ Spring 2017

Typeface_ Azo Sans/Acumin Pro/Baskerville

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Modus Operandi is a new magazine that serves as a platform for artist collaboration. The magazine discusses artists’ process and solutions for their collaborative workflows. The publication aims to empower artists by connecting them and building an overall community spirit. The magazine is produced seasonally with a digital format available to target younger customers. The masthead is created from Azo Sans for its geometric construction with a contemporary, progressive spirit. Layout is kept minimal with ample white space to focus attention on the artwork. A 12 column layout is used for great flexibility across feature articles, quick reads, and artist showcases.


Modus Operandi La cabecera se creó a partir de Azo Sans por su construcción geométrica con un espíritu contemporáneo y progresivo. El diseño se mantiene mínimo con un amplio espacio en blanco para centrar la atención en la obra de arte. Un diseño de 12 columnas se utiliza para una gran flexibilidad en artículos de artículos, lecturas rápidas y exhibiciones de artistas.

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Modus Operandi es una nueva revista que sirve como plataforma para la colaboración de artistas. La revista analiza los procesos y las soluciones de los artistas para sus flujos de trabajo de colaboración. La publicación apunta a capacitar a los artistas al conectarlos y construir un espíritu comunitario general. La revista se produce por temporada con un formato digital disponible para clientes más jóvenes.

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Digital magazine available on Amazon Kindle Newsstand platform.


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Project_ KMRDS

Category_ Travel by Design

Instructor_ Candice Lopez & Sean Bacon

Date_ Fall 2018

Typeface_ Komu/BDR A3MIK/Vista Sans

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Community


KMRDS

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Project_ KMRDS

Category_ Travel by Design

Instructor_ Candice Lopez & Sean Bacon

Date_ Fall 2018

Typeface_ Komu/BDR A3MIK/Vista Sans

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KMRDS is a Mexican sportswear brand, partnered in Tijuana, with a strong driving value of community building. The primary target audience are passionate soccer fans with a strong sentiment to support the city, ages 20 to 35 years old. The campaign strategy is to produce lifestyle jerseys for energetic customers. KMRDS gives back to communities through their mission of building soccer fields for future generations in underprivileged neighborhoods. To help raise funds, an e-commerce website was created to spread awareness and showcase fund transparency. I chose the Mexican flag color palette of green, white, red, and added black for boldness. A big style inspiration was the constructivist movement, which led me to black and white photography for a stark, emotional look. The photos emphasize smiling faces of children, maintaining a clear message to the brand’s mission. The voice is devoted and in the present tense to express for a progressive tone. Komu, condensed square sans, is used for a confident look that is connected to the constructivist movement.


KMRDS KMRDS es una marca mexicana de ropa deportiva, asociada en Tijuana, con un fuerte valor de conducción en la construcción de comunidades. El público objetivo principal son los fanáticos del fútbol apasionado con un fuerte sentimiento de apoyo a la ciudad, con edades entre 20 y 35 años.

Elegí la paleta de colores de la bandera mexicana de verde, blanco, rojo y negro añadido para dar audacia. Una gran inspiración de estilo fue el movimiento constructivista, que me llevó a la fotografía en blanco y negro para una mirada marcada y emocional. Las fotos enfatizan las caras sonrientes de los niños, manteniendo un mensaje claro a la misión de la marca. La voz es devota y en tiempo presente para expresar un tono progresivo. Komu, sans cuadrado condensado, se usa para un aspecto seguro que está conectado al movimiento constructivista.

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La estrategia de la campaña es producir camisetas de estilo de vida para clientes energéticos. KMRDS ofrece a las comunidades su misión de construir campos de fútbol para las generaciones futuras en vecindarios desfavorecidos. Para ayudar a recaudar fondos, se creó un sitio web de comercio electrónico para concienciar y mostrar la transparencia de los fondos.

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Brand Ideals CORE VALUES

COMPASSION We are dedicated to those we serve and will do all we can to ensure their success. DIVERSITY We believe that a community of diverse voices allows us to have a broader perspective on what we do. COMMUNITY We strive to collaborate with others to build a spirit of friendship. TRANSPARENCY We are open an honest about where we receive and where we direct our support.

CORE CONCEPT Building community through changing the fields in unpriviledged neighborhoods.


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LOGO

TYPOGRAPHY

KOMU ABCDEFGHIJKLMNOPQRSTUVWXYZ Vista Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ BDR A3MIK ABCDEFGHIJKLMNOPQRSTUVWXYZ

PATTERNS

BRAND SLOGANS Mas que un deporte, una comunidad. Equipando a la siguiente generacion. Construyendo comunidades.

COLOR PALETTE

#FBB040

#00434 1

#F4F4F1




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Project_ B-350

Category_ Page Layout

Instructor_ Bradford Prairie

Date_ Fall 2017

Typeface_ NB Architekt/URW DIN/Omnium

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Ethically-


B-350ยบ

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Project_ B-350

Category_ Page Layout

Instructor_ Bradford Prairie

Date_ Fall 2017

Typeface_ NB Architekt/URW DIN/Omnium

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B-350 is a craft burger restaurant born in San Diego California. Their service menu carries a small selection of wood-fired burgers with an industrial, but intimate vibe. B-350 targets an audience of stylish, young adults, ages 22–34, who live in urban areas.

B-350 connects to local movements that aim to connect food producers and food consumers in the same geographic region, in order to develop more self-reliant and sustainable supply chain and improve local economies. The Din typeface is used for its condensed forms that connect to the urban, industrial look. This is accented with NB Architekt, a highly technical monospace font that gives the brand a distinct look.


B-350º B-350 es un restaurante de hamburguesas artesanales nacido en San Diego, California. Su menú de servicio incluye una pequeña selección de hamburguesas de leña con un ambiente industrial pero íntimo. B-350 se dirige a una audiencia de adultos jóvenes con estilo, de 22 a 34 años de edad, que viven en áreas urbanas. 01_ 02_ 03_ 04_ 05_

B-350 se conecta con movimientos locales que tienen como objetivo conectar a productores de alimentos y consumidores de alimentos en la misma región geográfica, para desarrollar una cadena de suministro más autosuficiente y sostenible y mejorar las economías locales. La tipografía Din se utiliza por sus formas condensadas que se conectan con el aspecto urbano e industrial. Esto se acentúa con NB Architekt, una fuente monoespacial altamente técnica que le da a la marca un aspecto distinto.

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Project_ Brainchild

Category_ Interactive

Instructor_ Candice Lopez/Sean Bacon

Date_ Fall 2018

Typeface_ Rubik_Custom Typeface

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Problem


Brainchild

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Project_ Brainchild

Category_ Interactive

Instructor_ Candice Lopez/Sean Bacon

Date_ Fall 2018

Typeface_ Rubik_Custom Typeface

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Brainchild is a geeky indoors summer camp where kids learn the basics of coding along with intermediate skills. The camp targets children, ages 6–15, who show are interested in computers and coding. Brainchild empowers children to intuitively understand important computer concepts from an early age, giving them an edge in reaching their future goals. I chose a color palette of bright yellow, blue, orange, pink, and green inspired by common post-it colors, a vital tool in the planning workflows of programmers. Post-its also served as inspiration for the blocky custom typeface used for the logo. This was paired with Rubik, a welcoming typeface with rounded corners, low stroke contrast, and strong readability across digital and print touchpoints.


Brainchild

Elegí una paleta de colores de amarillo brillante, azul, naranja, rosa y verde inspirados en los colores comunes de post-it, una herramienta vital en los flujos de trabajo de planificación de los programadores. Post-its también sirvió de inspiración para la tipografía personalizada en bloques utilizada para el logotipo. Esto se combinó con Rubik, un tipo de letra acogedor con esquinas redondeadas, bajo contraste de trazo y gran legibilidad en los puntos de contacto digitales e impresos.

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Brainchild es un campamento de verano de interior geek donde los niños aprenden los conceptos básicos de codificación junto con habilidades intermedias. El campamento está dirigido a niños, de 6 a 15 años de edad, que muestran que están interesados ​​en las computadoras y la codificación. Brainchild permite a los niños entender de manera intuitiva los conceptos importantes de la computadora desde una edad temprana, lo que les brinda una ventaja para alcanzar sus metas futuras.

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LOGO

COLOR PALETTE

#F5D04A

#FAAB49

#01A1D5

#E4489A

#D9E25D

#423F3E

TYPOGRAPHY

Rubik ABCDEFGHIJKLMNOPQRSTUVWXYZ Custom typeface

PATTERNS

K

SOLUTI

O

•F U

•H

TM

R

UN

S•

•F

L SPEA

S•

TM

R•

H

N

G•

SOLUTION

L SPEAKE

D BU

N

•F

IX

IXE

E

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ED BUG



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Sustainable beauty brand

Marca de belleza sostenible

Community building conference

Conferencia de construcción

Bold whiskey label Masculine sports brand Mexican pulque drink Clean energy company Wood fired burgers

comunitaria Etiqueta de whisky fuerte Marca de deportes masculinos Bebida de pulque mexicana Empresa de energía limpia Hamburguesas a la leña


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Children coding workshop

Taller de codificación para niños

Artists’ process magazine

Revista de proceso del artista

Mexican soccer apparel

Ropa de fútbol mexicano


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THANK YOU. GRACIAS. Thanks to my parents for always believing in my goals and dreams and supporting them. Thanks to all my friends I made during this process, having my back and always there to help. Special thanks to Bradford and Sean for all the dedication they put into us, the students.

Some of the photography is from unsplash, pexels, google images. Icons are from The noun project. No portion of this book may be used or reproduced without permisision from the designer. copyrightŠ 2019, Sammara Sly Perez, All rights reserved.


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