S A M P L E W O R K

S O F I A L I M O N

R e b r a n d i n gDema is a h igh-end 60’s insp ired c loth ing store by the des igner Dema Grim. Her colorfu l shop has been located between 21st and 22nd on Valenc ia st . for 19 years . Dema carr ies a var iety of p ieces from loca l des igners . The s ing le purpose of th is project i s to recreate an image of Dema’s v is ion that can do i t just ice . The purpose is to represent the uniqueness of Dema’s sty le through the use of modern des ign insp ired by the boldness of the 60’s Mod era .

DemaDema

MOOD BOARD

M O D

IDEATION

DemaDema reflects a very striking era. Dema expresses the revolutionary jet-set style and this logo captures the boldness of the movement. The rich colors are chosen for their sense of fun and fearlessness. The contrast of light and heavy colors exude confi-dence and elegance. The heavy geo-metrical shapes create a pattern that can easily be related to the similar textiles Dema is very known for us-ing. The display font selected for the logo highlights the retro sense of the brand from the thick-to-thin-to-thick strokes that make Dema more than a name. It’s a statement.

Primary Logo

FINAL PRODUCT

Because of the logo’s simple and minimal aspects it allows for flexibility and variations in them that reflect the tone of Dema’s identity: spontaneity and original-ity. The Dema logo has been modified according to its change in season. The colors shown are pallets carefully chosen and were inspired by the popular seasonal color pallets in the modern 60’s.

Dema

Spring Logo

Fall logo Winter logo

Dema

Summer Logo

Dema Dema

Brand Display font Abril fattface A B C D E F G H I

J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n

o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Brand text font Gill Sans

FINAL PRODUCT

FINAL PRODUCT

On this mock-up we see a variation to the prima-ry logo on the previous bags. This second mock-up can be simplified to its basic logo colors wrapping on the products. Because of its bold and easily identifi-able colors the Dema logo can function on ocassion without any text. Avoiding repetition is always an important factor for keeping a lofo fun, exciting and unpredictable.

FINAL PRODUCT

C e l e b r a t o r y p r o j e c tA celebratory project is created commemorating the late Jazz legend Dizzy Gillespie. This project gives one li-cense to think multi-dimensionally when approaching typographic solutions. In all things associated with this project one “becomes” the artist by using the legend’s life, career and politics when analyzing the content. This project documents the history of the musician and re-flects the movement he participated in creating. With careful use of typographic elements the project express-es Gillespie’s impact in the jazz world.

BOOK & POSTER IDEATION

A night with Dizzy Gillespie

Celebrating the birth ofmodern jazz at

The Great American Music Hall10. 21. 15

A night with Dizzy Gillespie

Celebrating the birth ofmodern jazz at

The Great American Music Hall10. 21. 15

A n i g h t w i t h D i z z y

G i l l e s p i e

Celebrating 60 years of

Groov inʼ H igh

T h e G r e a t A m e r i c a n

M u s i c H a l l

0 5 . 2 4 . 1 4

The thumbnails shown are preliminary poster designs for the artist’s celebratory event. The ideations show the use of ex-pressive, strong geometric forms with a bold and colorful pallet.

A n i g h t w i t h D i z z y G i l l e s p i eC e l e b r a t i n g 6 0 y e a r s o f G r o o v i n ’ H i g h

T h e G r e a t A m e r i c a n M u s i c H a l lM a y 2 4 , 2 0 1 5

FINAL PRODUCT

This is the final design for the artist’s celebratory event. The contrast of geometric neo-classical typography, the organic brush strokes and the three-color pallet represent the artist’s impact and breaking from conventions creating the Bib-bop afro-cuban jazz style.

For the commemorative book cover I’ve chosen an abstract image of the event poster with a variation on the placement of the avoiding repetition in design.

Wynton Marsalis summed up Gillespie as a player and teach-er: “His playing showcases the importance of intelligence. His rhythmic sophistication was unequaled. He was a master of har-mony—and fascinated with studying it. He took in all the music of his youth—from Roy Eldridge to Duke Ellington—and developed a unique style built on complex rhythm and harmony balanced by wit. Gillespie was so quick-minded, he could create an endless flow of ideas at unusually fast tempo. Nobody had ever even con-sidered playing a trumpet that way, let alone had actually tried. “Bent” trumpet Dizzy Gillespie with his bent trumpet, performing in 1988Gillespie’s trademark trumpet featured a bell which bent up-ward at a 45-degree angle rather than pointing straight

FINAL PRODUCT

FINAL PRODUCT

FINAL PRODUCT

B o o k d e s i g nFor this book design I have aesthetically recreated James Joyce’s book “Dubliners”. Published in 1914, the early twentieth century philosophies applied in the arts and design gave birth to strong political movements in the arts. This book reflects a design for a book published at a specific point in time for design. This book empha-sizes the book’s readability and functionality based on the design techniques and styles catering primarily to the reader.

FINAL PRODUCT

The final book design focuses on the organization of the book creating a system to facilitate the naviga-tion from short story to short story. This book aims at working with shapes and text complementing the use of white space.

EVELINE

She sat at the window watching the evening invade the avenue. Her head was leaned against the window curtains and in her nostrils was the odour of dusty cretonne. She was tired.Few people passed. The man out of the last house passed on his way home; she heard his footsteps clacking along the concrete pavement and afterwards crunching on the cinder path before the new red houses. One time there used to be a field there in which they used to play every evening with other people’s children. Then a man from Belfast bought the field and built houses in it—not like their little brown houses but bright brick houses with shining roofs. The children of the avenue used to play together in that field—the Devines, the Waters, the Dunns, little Ke-ogh the cripple, she and her brothers and sisters. Ernest, however, never played: he was too grown up. Her father used often to hunt them in out of the field with his black-thorn stick; but usually little Keogh used to keep nix and call out when he saw her fa-ther coming. Still they seemed to have been rather happy then. Her father was not so bad then; and besides, her mother was alive. That was a long time ago; she and her broth-ers and sisters were all grown up; her mother was dead. Tizzie Dunn was dead, too, and the Waters had gone back to England. Ev-erything changes. Now she was going to go away like the others, to leave her home.Home! She looked round the room, review-ing all its familiar objects which she had dusted once a week for so many years, wondering where on earth all the dust came from. Perhaps she would never see again those familiar objects from which she had never dreamed of being divided. And yet during all those years she had never found out the name of the priest whose yellowing photograph hung on the wall above the bro-ken harmonium beside the coloured print of the promises made to Blessed Margaret Mary Alacoque. He had been a school friend of her father. Whenever he showed the pho-tograph to a visitor her father used to pass it with a casual word:“He is in Melbourne now.”She had consented to go away, to leave her home. Was that wise? She tried to weigh each side of the question. In her home any-way she had shelter and food; she had those whom she had known all her life about her. Of course she had to work hard, both in the house and at business. What would they say of her in the Stores when they found out that she had run away with a fellow? Say she was a fool, perhaps; and her place would be filled up by advertisement. Miss Gavan would be

FINAL PRODUCT

T h e s i s R e s e a r c h P r o j e c tGentrification has been the topic for concern consuming San Francisco for the past two decades. The saturation of wealth coming into the city has created a gap between the newly young rich residents and the natives and older residents. In recent years gentrification has accelerated at an incredibly fast pace. The ear-ly 90’s Dotcom boom and the great expansion of the tech in-dustry created the first signs of gentrification which caused the displacement of minorities, mainly the Latino community, in the high-demanded Mission District. Today studies found that over the past 10 years more than 80,000 Latino families have been displaced from The Mission causing a decrease from 45% Latino population to 36%. The loss of the Latino community has result-ed in the destruction of culture that had been generated for years since their immigration to the neighborhood in the 40’s. For us familiar with San Francisco, we immediately point to Mission District whenever we think of a setting in the city where culture springs of abundance. Not surprisingly, the Mission District is one of the real estate areas at highest demand in San Francis-co. And according to analysts Bernal Heights neighborhood had reached one of the top desirable neighborhoods in the country.

THE MISSION PROJECTP O S T E R A D C A M P A I G N F O R THE MISSION DISTRICT OF SAN FRANCSCO

A d c a m p a i g n

How do we reach out?As discussed earlier, demographics in the Mission have changed. People mov-ing into the neighborhood are young individuals with a hunger for culture. The Mission Project aims at working with existing organizations to promote the neighborhood. These posters are to captivate the new residents and creating bridges that will allow for the freedom of tension inviting the new residents to participate and integrate, and find out how they can help make a change to the surrounding issues. This ad campaign aims to bring awareness on the impor-tance of integration within their communities. This Mission Project will result in a series of posters that work together creating a sense of curiosity and involve-ment in the viewer.

BRING AWARENESSPROMOTE COMMUNITY

ELIMINATE TENSIONBUILD BRIDGES

PLAN TO ACTION:visit antievictionmap.org

PLAN TO ACTION -visit thelastblackmanFILM.com

PLAN TO ACTION -visit Balmy Alley at 24th st & Garfield Square

PLAN TO ACTION -shop at Luz de Luna3182 24th st, San Francisco

PLAN TO ACTION -visit Roosevelt Tamale Parlor2817 24th st, San Francisco

PLAN TO ACTION -visit Mission Dolores3321 16th st, San Francisco

PLAN TO ACTION -sign up at sundaystreetsSF.com

B L A C K / W H I T EThis is a compilation of black & white film and digital photo-graphs. This work challenges the tradition of expressive color photography, isolating light using it as an expressive instrument. This strictly black and white photography experiments with high contrasts revealing a hidden emotion or shape that “can only be reached through the polars of black and white”.

PHOTOGRAPHY