Identity project for the Visual Communications 02 class in the Graduate Communications Design program at Pratt Institute NYC. The Guggenheim's mission was re-organized. With a focus on promoting the location, culture and civilization of each specific city and country within their ample worldwide breadth.

“Invisible Cities” by Italo Calvino is a marvelous book. It takes us to imaginative and imaginary worlds with a conversation between Marco Polo and emperor Kublai Khan. Cities, civilizations and people are described with utmost detail. They come to life in our imagination.

With specific words and phrases that described my city, I had to develop numerous compositions that later became this book.

I chose the city of Andria: City of the Sky.
A place where the earth and sky correspond on another. Where a change in one is reflected on the other.Where responsibility, care and actions are measured. A city where every action is carefully considered and the possible consequences are taken into account. A place where I would love to be.

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

—

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.

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

It was a nice way to get my bass out of the bag and give it the well-deserved 15 seconds of fame.

Art direction and design for “Sobre el Ring” boxing magazine.

I had the pleasure to work on the development and proposal for the first boxing magazine in the history of Puerto Rico. The long and successful history of the sport of boxing in Puerto Rico makes it difficult to understand why no boxing-focused magazine had existed before.

The direction of the magazine is tough, dirty, sweaty and direct, just like boxing itself. Photography direction, typography, colors and grids were carefully established and implemented to give the magazine a modern, clear and approachable look.

After its first two editions, SOBRE EL RING grew in both staff and public consumer interest. What once started as a free magazine has now transformed into a full-scale magazine that is sold in multiple locations around Puerto Rico.

This project needed an established identity that would inform and correspond to the vision, style and approach of the boutique owner and the clothing lines the store would carry. “Modern, simple and fun.” Those were the words uttered by the owner when I asked what she was looking for.

The IN House boutique was born. A clean, modern, and fun place were women could shop, meet and talk about family, fashion and life in general. In a short time, the store has acquired great success in meeting the demands of its growing public. The IN House now has expanded to include a health spa beside the actual store.

This book was developed for the Typography 02 class in the Graduate Communications Design program at Pratt Institute. Article copy taken from an actual 1922 report found on the NY Times archives. The topic of the project was DANGER!

Through angles, shapes and tension of placement, I was able to represent the importance and relevance of the article's topic in a visual language.