Branding, Art Direction, Logo Design, 

Reverb Records needed a rebrand to reflect its focus on flourishing artists' passion for music by creating a collaborative and welcoming environment. I led the complete redesign of their brand identity, including logo creation, marketing collateral and business stationery, and a brand guide to ensure consistency across digital and print platforms.

Using Adobe Illustrator, I crafted a bold, modern logo that incorporated a sound wave in its design and a reverberation signifying the power of collaboration. The rebrand resulted in an increase in foot traffic and sales as well as strengthening the business engagement through a social media presence.

Logo/Brand Identity

Cappuccino Noir is a small emerging coffee shop that sells coffee beans, mugs, tumblers, and coffee makers which use different brewing methods. I worked on creating a logo and brand identity that gave a warm inviting feeling as if it's the first sip of coffee in the morning.

The owner told me she enjoyed educating customers on differing brewing methods and what makes each unique. Going off the theme of education and black; from the word noir, I came across an animal that works for both, owls. Owls are often depicted as a symbol of wisdom and tend to be active in the dark which fits the theme perfectly as a result the final logo design culminated in a modern owl logo in front of the moon. From there the color palette and overall design worked well with shades of brown and some green giving it an organic and inviting feel to the brand identity. Everything was put together in a brand guide to ensure consistency across all uses.

Brand Identity, Brand Campaign

The Mixed Martial Arts club at California State University San Bernardino asked for a new brand identity as well as a campaign as they felt that no one knew that they existed. Their goal was to bring in more student members into the organization, with a focus on welcoming beginners and intermediates. What originally started off as a flyer expanded into a brand identity as me and the president further discussed the goal and this resulted in me designing a brand identity and campaign filled with flyers, lanyards, stickers, trade show banners, shirts, and social media graphics.

Discussing with the president he wanted the brand to feel empowering, giving students the power to defend themselves without misusing what they learned into starting fights. Working off this I stripped away any aggressive marketing and emphasized the empowering aspect while showing that discipline is needed. I delivered a complete branding identity with accompanying marketing material that helped the club stand out and bring in more students, the MMA president was thrilled and excited to start off the new school year right.

Logo Design, Visual Identity, Infographics, Marketing Collateral, Print Design

Starting off with a kickoff call, I would go on to create 60+ pg books with their own distinct brand identity. I led a team and collaborated with clients, photographers, and my team to ensure the property was displayed well through not only books but also marketing material including flyers, brochures, and websites.

Starting with a kickoff call, collaborating with clients and a team I would go on to design 60+ pg books each with their own distinct visual identity that would flow through marketing material and websites. Intending to sell the property to potential buyers I crafted unique visual identities starting from the conception, design, and final production of all visual assets including the logo, type choice, color palette, infographics, and layouts. Fearing books would be lumped in with the rest of the competitor’s marketing material, we designed a visually stunning book using images, typography, and layout to tell the property’s story. Delivered in a two-week turnaround complete with 20 printed books, PDF versions, marketing material, and website assets optimized for mobile and desktop.

Packaging, Product Photography

Lucas Candy is a Mexican candy company that desperately needed a packaging rebrand due to its previous notoriety of a scandal where lead was found in its production process. My role was to design a brand new packaging design that steered away from its notorious packaging and stood out against its competitors. I was tasked with redesigning the packaging from concept to final print files.

Realizing that a major departure was needed I looked at its competitors and noticed that they all use bright bold colors to grab kids attention. From that observation, I decided to go in another direction by making it black to help not only stand out but also help the bold gradient colors pop. Being a limited run I worked on making sure the packaging became a sort of experience instead of trash being easily disposed of. The outcome helped it stand out from its competitors on the shelves and felt like an experience that needed to be cherished and shared with friends.

Visual Identity, Marketing Collateral, Event Photography

The Ability Awareness Fair was an event in which I designed the visual identity and marketing material for the Services to Students with Disabilities (SSD) for California State University San Bernardino. I was responsible for the creation of marketing materials for the event as well as event photography.

The starting point for the visual identity came from the challenge of making it inclusive for all audiences including those that were visually impaired. I focused on utilizing color to contrast the text and for those suffering from color blindness to still feel that it can grab their attention. Using layout, typographical hierarchy, and color I was able to ensure my goal of legibility and inclusiveness were met without sacrificing creativity. The event was reported to have a bigger student turnout than expected and the department in turn got more students who reported disabilities than before.

I was given the chance to work with the office of Services to Students with Disabilities at California State University San Bernardino on their rebranding campaign: Abilities Define You.

The rebranding campaign was meant to bring awareness to how notable figures from all walks of life managed to be successful in their fields by persevering through the trials and tribulations associated with their disabilities. We want to take away the stigma that students are weak because of their disability. Instead, students should feel empowered enough to talk about it and choose not to suffer in silence anymore as well as going out and seeking help. We want students to accept their disabilities as a part of who they are and see how their role models managed to become successful despite being hindered by their disability.

We aimed towards the simplicity of using a photo of the celebrity to grab student's attention. The Abilities Define You campaign was released with 11" x 17" posters plastered all around the campus using different notable figures to grab student's attention. Three major accomplishments that the celebrity achieved were listed down to show how much they were able to accomplish despite their disability hindering them. Inside the office we had large scale posters printed out and placed on bulletin boards.

Logo Design, Brand Redesign, Layout Design, Website, Video Editing/Production

The Coyote Chronicle is a student-led newspaper that needed a redesign. The new editor-in-chief felt it wasn’t being taken as seriously, so she wanted something that felt more in line with the tonal change. I was in charge of redesigning the brand initially through a new logo and a templated layout design, and eventually with a new website and a video detailing student experiences. With the new templated design I developed a style guide to ensure the visual style was consistent as well as leading the team as the lead layout editor through these new changes.

After researching what multiple newspaper sources did as well as some collaboration with layout editors from the LA Times, I got to work on changing the image from being inconsistent and unflattering to refined and contemporary. The outcome resulted in a brand new look for the Coyote Chronicle that brought more attention and students who wanted to participate.

The Veterans Success Center was hosting their annual Open House and they wanted me to design their Annual Report that is given out to faculty and staff who visited. The design was inspired by the assets from the flyer that I had one of my Jr. Designers create as well as the existing brand marks of the school rebranding campaign We Define the Future.

While working for the Coyote Chronicle over the summer I was tasked with having to shoot video, edit sections together, and create the graphics for the entire About Us video. It was meant to detail students and their experience writing for the Coyote Chronicle.

For a class project, we had to make a booklet about a typeface of our choice. I decided to go with a typeface that was Bauhaus inspired and that started my interest in Futura.

For my Art 238 class, we had to come up with a magazine layout for any story that we wanted. I decided to take a different approach and pick something from the bible detailing the Fall of Lucifer.

Over the course of my studies in Graphic Design, I was very interested in Animation and quickly fell in love with it. I have been making shorts for my classes using the program Cinema 4D.