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PORTOFOLIO 16

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Branding

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BYRON
& LEACH
Design of brand, shoe wear, shopping experience and product launch
strategy for a Mexican startup.
The inspiration for this design came
from the need to create a sneaker
with a duality, which could be used
both for going out and to work. To
fulfill this need the brand is based
on the concept we named Classic
Rebels, a combination of rebellious
style riders from the 50s with elegance and poise of men 60s.
The buttons allow the sneaker to
change and have different looks,
when buttons are undone the shoes
take a casual style, and when they
are buttoned up it becomes sleeker.
The identity is a simple and traditional approach based on the most
known luxurious brands in order to
create a timeless and lasting brand.

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The launch strategy includes a

special and limited edition of the
sneaker, a special kit for bloggers and
influencers, a teaser campaign, and
launching event created by a male
fashion magazine.
- Silver A Design Award Winner for
Footwear, Shoes and Boots Design.
- Terra News (2015)
- DesignBoom (2015)
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LINDO Y
QUERIDO
Set of 12 icons and a brand created
from the need of reviving the sense
of patriotism and love for Mexico,
through unique objects (pillows,
usbs, keychains...) that reflect the
incredible cultural richness of the
country, based on a simple and attractive iconographic system.
The name was taken from the song
"Mxico, Lindo y Querido" interpreted by the Mexican singer and writer
Jorge Negrete, and that has become
a national anthem for Mexicans who
live outside the country.
The brand is divided into 4 categories: Culture, Show Business, History
and Traditions
Featured on:

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- Frida Obsession :: Book (2016)

- Flat Illustration :: Book (2015)
- Roc21.com (2015)
- Arca.tv (2015)
- rea Visual Espaa (2014)
- Character Design Served (2014)

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UDEM
45 ANNIVERSARY
Identity for the 45th anniversary
for the Universidad de Monterrey
(UDEM). The logotype consists
of fusion of the numbers 4 and 5,
which by joining strokes create the
plus sign (+), character representing
the upcoming years and the goals to
achieve .
The soft curved lines of the typography reflect the humanistic view of
the institution, and its inclination to
the right exemplifies the action and
vision of transcending that rules the
university.

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Winner of the internal competition at

the university for its anniversary logo.

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TREGUS
CHAMOY
TREGUS is Mexican brand of gourmet chamoy (Mexican sauce).
The concept of the brand comes
from the chamoy itself, from its taste and experience. Since the chamoy
is a sweet, salty and spicy sauce, the
name is a combination of the words
"tres" (three) and "gustos" (flavors);
feature also reflected in the wordmark with the division of the letter E
into 3 horizontal bars.

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The texture of packaging is a reinterpretation of the chamoy lines created

when putting on different dishes,
making the experience of the chamoy
into a graphic element.

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VITAMINA D
Identity and naming design for a
Mexican group of graphic designers.
The name of the agency is a response
to the work of the group of designers,
the ideas, and knowledge of the graphic designers are fundamental for
the development of a project and in
suitable doses they make a project to
function properly, like the vitamins
for the body
With a clean and simple identity
evoking the healthcare industry,
their brand simulates the nutrition
labels, making of every element an
essential product of the brand.

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Branding Served (2015)

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GAS
SULTANA
Gas Sultana is a propane company
serving residential, commercial, and
industrial customers.
The company needed a new image in
order to be identified by its customers since all its gas stations had
different names and graphics.
The new brand is based on the main
company, Regio Gas, taking the
main elements of its emblem and
reinterpreting them in a less literal
way, forming a bicolor sectioned
shield with a red section that simulates a flame and a yellow part that
completes the shield form.

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The system is a basic combination of

colors in order to be identified easily
by customers, it is composed of a red
color and a complementary yellow
triangle that evokes a flame on the
corner of each application, from business cards to the truck and website.

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ENTORNO
CONGRESS
Naming and branding proposed for
the Congress of Energy, Environment, and Development. The name
Entorno (Environment in English)
was chosen because the environment
is everything that surrounds us and
is where we live and what we want to
positively change
The visual identity is based on the
concept of a bubble because like
the Congress, its duration is short,
and making contact with an object it
explodes, in the same way is intended
that the information explodes by
those who attended.

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Also, the bubble is a sphere that

surrounds a space, therefore the photographs were treated with an effect
that simulates to encapsulate the
images inside a bubble, representing
the ideal environment.

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GENTLEMAN'S
CLUB

Positive

"Gentleman's Club" is a subscription box for men that provides month after month a box with a special
selection of products focused on the
life of a gentleman.
The brand is ruled by the concept
of fraternities, which are a club of
men associated for different reasons.
The aim of this concept is to create a
society among subscribers to form
a community and make them feel
part of selected group of men.
The identity is composed of several
elements taken directly from the
fraternities, including a logotype
with greek letters, a coat of arms that
represents the values of the members, and an official seal.

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All texts, phrases, and vocabulary

used in different applications are written in such a way to make members
feel in a traditional fraternity, using
words like brother, lawful member
and initiation, bringing the brand
experience at all levels.

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Honourable
Wisdom

Beauty

Noble

Service
Supremacy

Generosity

Learn - Embrace - Encourage

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MARKS & SYMBOLS

COLLECTION

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PORTOFOLIO 16

App/Web Design

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METSA INC.
LOGISTICS APP
App design for Metsa Inc., a domestic propane tank company, which
allows customers and employees
to follow the process of delivery of
orders and sales.

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The design synthesizes in a visually

friendly manner the long delivery
process using basic colors and simple
iconography and allows users to edit
the information in real time, leave
comments on the service, and finish
the delivery by signing.

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PORTOFOLIO 16

Interactive Design

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TOTALLY
WORKOUT CENTER
The Totally Workout Center is
an interactive action based on the
aesthetic of the 80s, when aerobics
were in its heyday, that will allow
students to use the stairs with joy
and without complaining, instead of
using the elevators.
Sticker albums were designed with
the image of the most known instructors of the university in athletic
bodies from the 80s, with the aim of
attracting students to collect them.
The stickers were distributed all
around the stairs, thereby forcing
students to climb the stairs so they
can complete the album.

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https://vimeo.com/97484631

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THIS
IS ME
This is Me is a movement that
aims to connect people through
their interests, passions and lifestyles, thus promoting a culture of
acceptance and openness to new ad
different ways of thinking.

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People are encouraged to share their

interests on social media by taking
pictures of what they want to share
framing it with the This is me
frame, inspired by polaroids, showing
proudly who they truly are.

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PORTOFOLIO 16

Poster Design

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TOMMY HILFIGER
20TH ANNIV.
Poster made for the 20th anniversary
of Tommy Hilfiger in Mexico.

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The poster presents a charro suit

Hilfiger-ized with the preppy
look of the brand: sweater in the
back, a tie, the famous H belt, the
rolled up pants, and red, white and
blue stripes.

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CARE LABEL
POSTER
Poster promoting awareness and
environmental care.
Inspired by the care tags of clothes,
this poster questions us about the
care we have with nature. What if
nature comes with care labels like
clothes? Would we care more of it?
Instructions include:
Do not cut.
Water in abundance.
Renewable under proper uses.
Do not contaminated with waste.
Plant in large venues.
- Finalista of the Mxico Pinta Mejor poster design competition.

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- a! Diseo Silver Mention.

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MERRY CHRISTMAS
FOR FACE.
Christmas letter for the clients of the
design studio FACE.

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Simple and geometric interpretation of the clich about the

Christmas knit fabrics and sweaters
handmade by grandmothers.

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PORTOFOLIO 16

Typography

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NOMARILLI
TYPOGRAPHY
Typography for Mexican newspapers who do not do yellow journalism, designed to be used in long
texts bodies through all the content
of the newspaper.
The typographic design is created in
order to save space and remain readable despite the printing techniques
of the newspaper industry.

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Nomarili comes from the abbreviation of no-amarillo (non-yellow), referring to the main objective
of the typography.

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ROAD
ALPHABET
Uppercase monoline display alphabet with numbers and punctuation
marks, based on the intersections
between roads and bridges. The
alphabet is designed to be used in 4
different styles.

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Typography Served (2015)

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