Luis Hernandez Portfolio

if you don�t have any shadows you�re not standing in the light

The concept of perception has always interested me. How do we

perceive things? We all have unique sensory experiences that

form our individual realities. More important is the way we filter

our perceptions through the lens of artistry and create something

beautiful and meaningful. In my reality, creativity is the ability

to come up with different, useful and innovative associations.

Synesthesia is a condition in which stimulation of a sensory

or cognitive pathway is linked to an involuntary experience in

a second sensory or cognitive pathway. As a synesthete my

experience is truly different from any other. Synesthesia has

allowed me to heighten my creativity, and embraced my ability

to form meaningful associations between disparate stimuli.

Some may interpret this as living halfway between reality and

fantasy. I see it as an ability to look back on memories and re-

interpret them artistically, just as my mind perceived it when it

happened. Clinical psychology tells us that a traumatic event

involves a single experience, or repeating events, that completely

overwhelm an individual's ability to cope with or integrate the

emotions involved with that experience. In order to grow from

those experiences one must bear those struggles close to your

heart, marry the darkest, deepest part of you, and honor that

darkness to bring yourself into light. Most important, you must

always honor your creativity and never ignore or resist what your

creative senses are dictating to you.

synesthesia

1 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial

morph

2Luis Hernandez


“Change does not roll in on the wheels of inevitability,

but Comes through Continuous struggle. and

so we must straighten our baCks and work for our

freedom. a man Can’t ride you unless your baCk is bent”

-martin luther king jr.

4Luis Hernandez

Morph, short for metamorphosis, is a commercial clothing line that reflects the important concept

on the fashion industry which states that fashion changes as the world around us changes.

Targeted to a sector of the fashion market willing to pay for more to stand out from mainstream

fashion. Morph’s demographic consist of style-conscious male and females ages 17 to 34 who

never follow trends. The Morph aesthetic takes inspiration from old medical, anatomical and

botanical encyclopedias to celebrate knowledge that has changed humanity. It evokes a mood of

decadent decay and morbid glamour, vintage details added to layer upon layer of carefully aged

objects. Their stores provide a mélange of inspiration, displayed with a “thrown together” look

conveying the idea that these are pieces one might find in an old junk shop. The brand utilizes

vintage typography, arranged in ways to mimic old medical forms with a modern twist. Branding

includes receipts, job applications, hang tags, shirts, bag, boxes and many others. The overall

vibe is simple and minimalistic with some layers of complex systematic information like the one

shown on the lookbook.

conceptcategory

BrandingEditorial


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Letter Gothic Mono

Courier NewabCdefghijklmNopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

Adobe Caslon ProABCDEFGH IJKLMNOPQRST UVWXYZabcde fgh i jk lmnopqr s tuvwxy z

abcdefGhijkLMnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz


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1. Letterhead 2. Stationery (business card, folder and letterhead) uses natural soft white paper to enhance the brands emulation of aged documents.


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1. Receipt and receipt holder 2. Job application 3. Job application detail. Simple and minimal typography is used to replicate vintage medical forms with a modern twist.


Clothing tags (jeans, shirt, hang tag). Jeans

and hang tag are made from rubber and

blind embossed.

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Female and male t-shirts with vintage medical and botanical drawings. Simple design with interesting shapes is what the brand strives for.

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Spring 2013 lookbook. A simple design with a complex system in which each piece of clothing has a code for the retailer and a generic name for the consumer. Large numbers in the bottom of the pages indicate the page number and the season.


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1. Shoe box interior 2. Hanger with engraved logo 3. Shoe boxes designed with vintage dictionary and medical encyclopedias pages.

23 client Porcelain Black ⁄ project Music Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial, Interactive

black

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“if you end up with a boring miserable life beCause you listened to your mom, your

dad, your teaCher, your priest, or some guy on television

telling you how to do your shit, then you deserve it”

-frank zappa

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Best known for her guttural vocals and two-toned hair, industrial pop singer, writer and performer

Porcelain Black launched her new album titled “Mannequin Factory.” The music is a mix between

electronic beats, pop lyrics and rock and roll attitude. The 28-year-old singer desires to appeal

to an underground, commercial driven audience, between the ages of 16 and 32, looking for a

strong, fearless female entertainer. With the intention of honoring traditional rock and roll records,

a special edition of her first album was created. The LP version of “Mannequin Factory” wrapped

around a leather sleeve is used preserve the record and emulate the inseparable relationship

between leather and rock and roll. Being her first record, photographs of the singer were selected

for the front and back cover in order to tie the brand to Porcelain Black. To complement the CD

packaging a booklet featuring the personal and artistic journey of the Detroit native was produced.

Printed on satin coated paper, in an unusual format of 8"x 12"in, the short booklet includes black

and white photographs and text balancing a mixture of frame and image to create a modern flow.

Since exposure is crucial for the singer to recruit new fans and maintain the current ones, an app is

available to listen to her music, watch music videos and follow her shows.

category

packagingEditorialintEractivE

concept


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1. Music festival poster. 2. LP front and back cover; 3. Pink LP with round label. Photography courtesy of Todd Owyoung, Gino Sullivan and Oscar Linares


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LP booklet features the personal and artistic journey of Porcelain Black. Printed on satin coated paper, with black and white photography as well as bold type to match the personality of the artist.

35 client Éternite Hotel ⁄ project Hotel Experience ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Packaging, Editorial

éternite

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“immortality doesn't fit with death, as mortal

doesn't fit with eternity”-toba beta

38Luis Hernandez

Along with modern gothic architecture and obscure fashion,

Éternité Hotel was inspired by one of the most glamorous

supernatural creatures, Vampires. This French hotel is a mix

between glamour and gothic tendencies, seducing an upscale

crowd between the ages of 22 and 46 with a taste for luxury.

These unique personalities are willing to try something new, rule

the night and stay up long after dark. The study in urban Gothic

aesthetics was crucial in order to appeal to the audience. Tall,

narrow shapes formed by sharp, straight angular lines and a mix

of gothic typefaces express the spirit of freedom and restlessness

from the period. Following the mantra of timeless glamour,

Franklin Gothic was chosen as one of the main typefaces. Steve

Watts said, “Types come and go, Franklin Gothic goes on forever.”

Leather accents were introduced into the branding, to evoke the

essence of glamour and beauty. The flood of black color was

combined with bright blues and magenta tones. A minimal layout

was preferred to let the materials, and color palette tell the story

and create a unique atmosphere.

concept

category

BrandingpackagingEditorial


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Mood Board:Fashion and architecture inspiration.Range of materials like leather,lace and latex


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Stationery system; Envelope and the back of the business

card are made from real leather to elevate the status

of this high-end hotel. The back of the letterhead

uses gothic architectural photography.

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1. Toiletry bottles inspired by gothic arches2. Brochures that promote the gothic lifestyle, with duotone eye-catching photography and bold sans-serif typeface.

Brochures, toiletry bottles, leather key card holder, stationery, leather do not disturb signs, in-room message pad and matching leather envelope.


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1. Order pad 2. Apron/uniform 3. Dinner and cocktail menu. Nuit, an underground lounge inside the hotel serves the most exclusive parties with a wide selection of rare foods and drinks.

51 client Annie Murphy Paul ⁄ project Book Cover ⁄ art direction Lisa Starace ⁄ category Editorial

origins

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“the only way to prediCt the future is to have power

to shape the future” -eric hoffer

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Origins: How the Nine Months Before Birth Shape the Rest of Our Lives,

is a book that argues that many of our individual characteristics like

health, intelligence and other traits are influenced by environmental

conditions before birth. Due to her extensive research on fetal

laboratories, author Annie Murphy Paul appeals to expectant

mothers.Wanting to stand out from other maternity books, in which

photography is an obvious solution, an illustrated cover was created.

The typography resembles street graffiti, referring to the influences

on the environment and bold colors that represented the possible

sex of the baby. The layout of the book embodies the feeling of

being inside a womb. The font and silhouettes were hand drawn

and then vectorized to give the design a “rough” look.

concept

category

Editorial


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59 client Dulceria Bar ⁄ project Themed Bar ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging

dulce

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“there was a kindliness about intoxiCation, there

was that indesCribable gloss and glamour it

gave, like the memories of ephemeral

and faded evenings”-friedrich nietzsche

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packagingMexico is a country known for it’s unique take on candy. Those who visit the country are astonished

to find out that besides traditional spicy candies, there is also a variety of alcohol infused treats.

Dulceria, Spanish for candy shop, brings to Tijuana’s nightlife a new concept on the traditional

fiesta. Targeted to new legal drinkers (ages 18-20) who are looking for a late night treat mixed

with a lot of fun, the bar offers local flavored sweets and candy theme cocktails. There is also

a confectionery section, where customers can pick up a box to fill up with candy assortments.

Dulceria takes inspiration from nightlife attires and Mexican celebratory materials by applying

them to packaging. With a simple philosophy of shining in the dark, glitter and other luminescent

materials were utilize to decorate 3”x 3”, 4”x 4” and 3”x 6” boxes. All boxes are sealed with a label

that reflects sophistication and simplicity as well as functionality. The selected vivid colors are

reminiscent of Mexican culture, folklore and modern nightlife.

conceptcategory


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1. Candy box 2. Candy bag and scoop 3. Set of candy boxes;

all made from of glitter paper. Simple label, printed on pink

foil that indicates what type of candy the box contains, and the

weight of the content.

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69 client City College ⁄ project Centennial Book ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial

city

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“eduCation is the passport to the future, for tomorrow

belongs to those who prepare for it today”

malcolm x

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I was asked to design a book showcasing the history of San Diego City College for its Centennial

celebration My objective was to make everyone excited about the long and meaningful history

of the institution. I struggled to find the perfect size cost-effective production. After exploring

different shapes I decided to settle for a square format, reminiscent of old children story books. A

system in which the history of City College was put on perspective to the events happening around

the globe was implemented. Mostly single columned pages and complementary images as well

paired with wide margins that contoured the white space of the book. Also, as a complementary

visual element several collages were photographed. This collages included images as well as

objects represented by the decades from 1900’s to the present. Typography and several other

factors were established by a brand manual developed by MiresBall.

conceptcategory

Editorial


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79 client Hue Hair Cosmetics ⁄ project Haircare Products ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging, Typography

hue

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“Can't say it often enough, Change your

hair, Change your life”-thomas pynchon

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Hue is an avantgarde range of salon-gone-commercial hair cosmetics created by biotechnology

engineers to meet the needs of editorial hairstylists. Unsatisfied with the performance of

mainstream hair products, the engineers recognized the need for weightless products that

provided performance, strength and longevity to support the future of hair care technology.

Born from the same philosophy as skin care, and inspired by the latest advancements in bio-

mimicry, the hair colouring system of dyes, shampoos, conditioners, treatments and styling

aids are catered for every hair type. One of the main objectives for the young company was to

stand out from its competitors on the shelves. The metallic finishes, intense fluorescent color

palette, and extended geometric sans serif typography enhance the futuristic feeling of the

brand. With a distinctive system of functional colour coding, each product line is represented

with two-toned gradients that run as a theme in the whole brand. The selection of non-

traditional forms highlight the experience of the product taking hair care into a technology

driven era. Eye-catching posters, in which the type was made out of hair, help promote the

company’s annual gala and fundraiser for those with Alopecia areata.

conceptcategory

packagingtypography


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1. Hair spray. 2. Hair dye bottles 3. Back of hair dye bottle.

89 client Burqa Magazine ⁄ project Fashion Publication ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial

burqa

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“we do not know who we are until we take time to disCover who we Can be. hidden within

us is unrealized potential, hidden within us is a self we

have yet to beCome”-edwin mamerto

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As a personal project to express my true love for editorial design, I decided to create a multi-

format album of high fashion and art, featuring a different concept on each issue. Religion being

one of my obscure fascinations, I decided to play with spiritual-inspired imagery by my favorite

photographers, and experimental typography. Unsatisfied with the idea of following traditional

magazine layout in which the text is featured in similar columns, I decided to play with interesting

forms, position and white space flow to convey the meaning of the written words. The multiple

typographic treatments were inspired by the strong meaning in the photography. The layout is

design to live strictly around the photographs, feeding from their energy to create an even bigger

energy for themselves. The cornucopia of typography presented in this multi-format album, its

not only exciting for the designer but also for the viewer; it assures he or she will never be bored

turning every page.

conceptcategory

Editorial


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Typography cornucopia.Font combinations and layout experiments.


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Vodka LabelCondom BrandBook CoverLive Entertainment

Architecture Firm Mexican BarHair StudioUnderground Lounge

san diegooper a

Gothic HotelDental OfficeTea ExperienceTime Management

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3121

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morph porcelain black

Costume design Katarzyna KonieczkaPhotography & style Krzysztof WyzynskiModel Marcin/A S management

Photography Eric Worsech

All Saints Spring 2013 LookbookModel Vinnie Woolston

Model Porcelain BlackDesigner Lisa Bae

Photographer Michael Sterling Eaton

Photographer Todd Owyoung, Photographer Gino SullivanPhotographer Oscar Linares

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eternite

Photographer Ricardo AbrahaoDesigner Peirong ZhouStylist- Nathalie BrodelModel Lucas Sindicic

Publication Institute MagazineModel Ewa Brzyska

Photographer Martín Fernández de Córdova

Jason Wu Spring 2013 RunwayStylist Edward Enninful

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origins

Photographer Boo George Fashion Editor/Stylist Steve Morriss Hair Stylist Chi Wong Model Alessandra Ambrosio

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city

Photographer Ellen Von UnwerthModel Kate Moss

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dulce

Model Sasha Pivovarova Photographer Hedi Slimane Publication Vogue Paris Couture February 2008

62 Photographer Alex Torres

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hue

Photographer Lee StandfordHair Designer Adam LivermoreModel Margaret

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100

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burqa

Photographer Daniel Garzee

Photographer Robert Mapplethorpe

Photographer Jacek NarkielunModel Honorata WojtkowskaMakeup Paulina NowakHair Edith ModzolewskaCrown Paulina Nowak

Photographer Daniele & IangoModel Christina RicciMakeup Virgina YoungHair Luigi MurenuStylist Joanne Blades

Photographer Pierpaolo Ferrari Model Giovanna Battaglia, Lea T

Photographer Mert Alas & Marcus PiggottModel Kate MossPublication W magazine

credits

thanks

colophon

Synesthesia Luis Hernandez

Contact [email protected]

San Diego City College Graphic Design

Printer Diego & Son Inc.

Photography Luis Hernandez

Software Adobe Creative Suite 5

Copyright Luis Hernandez © 2014

In the words of RuPaul " And if I fly, or if I fall at least I can say I gave it all." I want to thank my teachers, classmates, friends and family for all their support. My sincere appreciation to Sean Bacon and Candice Lopez for inspiring and cultivating my creative development.

Thanks to Daren Scott for teaching me, that no matter how hard the struggle is, one must keep its head high and always honor its creativity. Dear friend Rosa Jijon there is no way to express my gratitude for all the moral support during the last year. Special Thanks to every photographer, which I highly respect and one day hope to work with, for letting me use their amazing work

This book was made possible with the help of Norman Ramos, Mayrel Leilani, Joshua Cade, Lulubi Garcia, Diana Sá, Alma Hernandez and always helpful Mom and Dad.

Documents

Luis Hernandez Portfolio