Branding for non-profit organization: CRED
Project developed during the Visual Communications 03 class @ Pratt Institute's MS Graduate Communications Design program.

CRED (Certifying Responsible Design) is an independent entity promoting the discussion and pursuing the implementation of a formal certification system for Graphic Designers in the U.S.

CRED’s mission is the preservation and growth of Graphic/Communications Design as a responsible and engaging profession, that does not view aesthetics as the final end, but seeks to develop projects with a profound commitment to the planet and society as a whole.

This project was developed as part of the 2011 Master Graphic Design + Typography workshop held at the Rochester Institute of Technology’s Vignelli Center. This week-long workshop united a dozen designers from all parts of the world to undergo an intensive program that included workshops, lectures, museum visits and the main design project. The workshop was run and taught by Massimo Vignelli, Roger Remington, Bruce Meader and included a visit from George Lois. An incredible team that pushed us to the brink of exhaustion and failure. Massimo’s wisdom and discipline, Roger’s unending motivation, Bruce’s typographic guidance and George’s brash yet inspiring anecdotes were key to help guide us throughout the week.

For this real-work project, The Eastman House became our client. They gave us a detailed presentation/brief and explained their needs and expectations. The Eastman House (aka Eastman Kodak) staff wanted a brand that maintained their existing tradition and credibility but enabling them to differentiate their diverse endeavors — a museum, historic preservation and education — while helping them grow and evolve.

The re-branding project had to be developed in 3 days and built as a platform that could be applied to further deliverables. For the week, deliverables included: logo/mark, business cards, envelopes, letterhead, informational brochure and calendar of events/poster.

This was my solution after a life-changing experience.
All original content and images are property of The Eastman House.

This was my winning entry for the 2012 Typography Day word poster competition, held at the Indian Institute of Technology (IIT Bombay). The poster was chosen as finalist from over 600 entries.

Direct link
http://www.typoday.in/poster_result.html

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As technology keeps evolving there exists a need to appreciate the wonders of a hand-made design approach. The availability of computer software has created generations who perceive design as mere computer skills and looks. This is my response to the potential of a more involved approach. Where the intended message directs the medium and the look of the design. The word served as guidance during the conceptual phase.

Helping communicate a word meaning ”signal wave stored as physical texture” by choosing a manual direction. The word is constructed using audio cassette tape. By utilizing a tangible material, the word acquired a randomness that enhanced the message. There are a range of design possibilities, where a non-digital approach can best serve the communication process. Instead of forcing digital effects into our work, a physical approach can make our intent more clear, uncluttered and universal.

A young entrepreneur took a big leap and decided to open a small boutique music store in Puerto Rico. His passion ans risk paid of when numerous musicians, customers and the general public continued to visit the store for their music related purchases, social events, lectures and lessons.

His commitment to music and education made it a pleasure for me to work with. An ideal client, trustworthy, passionate and knows what he wants.

Go visit:
www.guitarspr.com

This invitation/flyer project was developed as part of the PrePress course in the Graduate Communications Design program at Pratt Institute. The class was directed towards learning to setup, prepare and apply image alterations, manipulations and printing techniques that met a professional standard.

Spot color enhancements, duotones, creative duotones, quadtones, PMS colors and other techniques were part of the learning and experimentations process. This was an open-ended project were I chose my topic, wrote all the copy, shot the photography, designed and produced the final invitation/flyer.

Joost Hochuli is a book designer and typographer I have admired for some years. He was the perfect “client” for this imaginary event. The concept was faithful to Hochuli's Swiss heritage and visual style through all his work. All logos used, remain property of the individual entities and were only used as part of this student project.

Sketching, as always, played a vital role in developing a concept before even turning on the computer.

A series of posters based on the book “Art and Visual Perception” by Rudolf Arnheim. Developed during the Visual Perception class in the Graduate Communications Design program at Pratt Institute.