Portfolio Fernando Loza

7/25/2019 Portfolio Fernando Loza

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FERNANDO LOZAPORTOFOLIO 16


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Branding


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BYRON& LEACH

Design of brand, shoe wear, shop-ping experience and product launchstrategy for a Mexican startup.

Te inspiration for this design camefrom the need to create a sneaker

with a duality, which could be usedboth for going out and to work.Tofulll this need the brand is basedon the concept we named ClassicRebels, a combination of rebelliousstyle riders from the 50s with ele-gance and poise of men 60s.

Te buttons allow the sneaker tochange and have different looks,when buttons are undone the shoestake a casual style, and when theyare buttoned up it becomes sleeker.

Te identity is a simple and tradi-

tional approach based on the mostknown luxurious brands in order tocreate atimeless and lasting brand.

Te launch strategyincludes aspecial and limited edition of thesneaker, a special kit for bloggers andinuencers, a teaser campaign, andlaunching event created by a malefashion magazine.

- Silver A Design Award Winner forFootwear, Shoes and Boots Design.

- Terra News (2015)- DesignBoom (2015)


4/23

LINDO YQUERIDO

Set of 12 icons and a brand createdfrom the need of reviving the senseof patriotism and love for Mexico,through unique objects(pillows,usbs, keychains...) that reect theincredible cultural richness of the

country, based on a simple and at-tractive iconographic system.

Te name was taken from the song"Mxico, Lindo y Querido" interpre-ted by the Mexican singer and writer

Jorge Negrete, and that has becomea national anthem for Mexicans wholive outside the country.

Te brand is divided into 4 catego-ries: Culture, Show Business, Historyand Traditions

Featured on:

- Frida Obsession :: Book (2016)- Flat Illustration :: Book (2015)- Roc21.com (2015)- Arca.tv (2015)- rea Visual Espaa (2014)- Character Design Served (2014)


5/23

UDEM45 ANNIVERSARY

Identity for the 45th anniversaryfor the Universidad de Monterrey(UDEM).Te logotype consistsof fusion of the numbers 4 and 5,which by joining strokes create theplus sign (+), character representing

the upcoming years and the goals toachieve .

Te soft curved lines of the typogra-phy reect the humanistic view ofthe institution, and its inclination tothe right exemplies the action and

vision of transcending that rules theuniversity.

Winner of the internal competition atthe university for its anniversary logo.


6/23

TREGUSCHAMOY

TREGUS is Mexican brand of gour-met chamoy (Mexican sauce).

Te concept of the brand comesfrom the chamoy itself, from its tas-te and experience. Since the chamoy

is a sweet, salty and spicy sauce, thename is a combination of the words"tres" (three) and "gustos" (avors);feature also reected in the word-mark with the division of the letter Einto 3 horizontal bars.

Te texture of packaging is a reinter-pretation of the chamoy lines created

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


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VITAMINA D

Identity and naming design for aMexican group of graphic designers.

Te name of the agency is a responseto the work of the group of designers,the ideas, and knowledge of the gra-

phic designers are fundamental forthe development of a project and insuitable doses they make a project tofunction properly,like the vitaminsfor the body

With a clean and simple identityevoking the healthcare industry,their brand simulates the nutritionlabels, making of every element anessential product of the brand.

Branding Served (2015)


8/23

GASSULTANA

Gas Sultana is a propane companyserving residential, commercial, andindustrial customers.

Te company needed a new image inorder to be identied by its custo-mers since all its gas stations haddifferent names and graphics.

Te new brand is based on the maincompany, Regio Gas, taking themain elements of its emblem andreinterpreting themin a less literal

way, forming a bicolor sectionedshield with a red section that simu-lates a ame and a yellow part thatcompletes the shield form.

Te system is a basic combination ofcolors in order to be identied easilyby customers, it is composed of a red

color and a complementary yellowtriangle that evokes a ame on thecorner of each application, from bu-siness cards to the truck and website. +


9/23

ENTORNOCONGRESS

Naming and branding proposed forthe Congress of Energy, Environ-ment, and Development. Te nameEntorno (Environment in English)

was chosen because the environmentis everything that surrounds us and

is where we live and what we want topositively change

Te visual identity is based on theconcept of a bubblebecause likethe Congress, its duration is short,and making contact with an object i texplodes, in the same way is intendedthat the information explodes bythose who attended.

Also, the bubble is a sphere thatsurrounds a space, therefore thepho-tographs were treated with an effectthat simulates to encapsulate the

images inside a bubble, representingthe ideal environment.


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GENTLEMAN'SCLUB

"Gentleman's Club" is a subscrip-tion box for men that provides mon-th after month a box with a specialselection of products focused on thelife of a gentleman.

T

e brand is ruled by the conceptof fraternities, which are a club ofmen associated for different reasons.Te aim of this concept is to create asociety among subscribers to forma community and make them feelpart of selected group of men.

Te identity is composed of severalelements taken directly from thefraternities, including a logotype

with greek letters, a coat of arms thatrepresents the values of the mem-bers, and an official seal.

All texts, phrases, and vocabularyused in different applications are wri-tten in such a way to make membersfeel in a traditional fraternity, using

words like brother, lawful memberand initiation, bringing the brandexperience at all levels.

Positive

Wisdom

Beauty

Service

Generosity

Learn - Embrace - Encourage

Hono


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MARKS & SYMBOLSCOLLECTION


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App/Web Design


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METSA INC.LOGISTICS APP

App design for Metsa Inc., a domes-tic propane tank company, whichallows customers and employeesto follow the process of delivery oforders and sales.

Te design synthesizes in a visuallyfriendly manner the long deliveryprocessusing basic colors and simpleiconography and allows users to editthe information in real time, leavecomments on the service, and nishthe delivery by signing.


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Interactive Design


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TOTALLYWORKOUT CENTER

Te Totally Workout Center isan interactive actionbased on theaesthetic of the 80s, when aerobics

were in its heyday, that will allowstudents to use the stairs with joyand without complaining,instead ofusing the elevators.

Sticker albums were designed withthe image of the most knownins-tructors of the university in athleticbodies from the 80s, with the aim ofattracting students to collect them.

Te stickers were distributed allaround the stairs, thereby forcingstudents to climb the stairsso theycan complete the album.

https://vimeo.com/97484631


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THISIS ME

Tis is Me is a movement thataims to connect peoplethroughtheir interests, passions and lifes-tyles, thus promoting a culture ofacceptance and openness to new addifferent ways of thinking.

People are encouraged to share theirinterests on social media by takingpictures of what they want to shareframing it with the Tis is meframe, inspired by polaroids, showingproudly who they truly are.


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Poster Design


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TOMMY HILFIGER20TH ANNIV.

Poster made for the 20th anniversaryof Tommy Hilger in Mexico.

Te poster presents a charro suitHilger-ized with the preppylook of the brand: sweater in theback, a tie, the famous H belt, the

rolled up pants, and red, white andblue stripes.


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CARE LABELPOSTER

Poster promoting awareness andenvironmental care.

Inspired by the care tags of clothes,this poster questions us about thecare we have with nature.What ifnature 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 Me-jor poster design competition.

- a! Diseo Silver Mention.


20/23

MERRY CHRISTMASFOR FACE.

Christmas letter for the clients of thedesign studio FACE.

Simple and geometric interpre-tation of the clich about theChristmas knit fabricsand sweatershandmade by grandmothers.


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Typography


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NOMARILLITYPOGRAPHY

Typography for Mexican newspa-pers who do not do yellow journa-lism,designed to be used in longtexts bodies through all the contentof the newspaper.

Te typographic design is created in

order to save space and remain rea-dabledespite the printing techniquesof the newspaper industry.

Nomarili comes from the abbre-viation of no-amarillo (non-ye-llow),referring to the main objectiveof the typography.


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ROADALPHABET

Uppercase monoline display alpha-bet with numbers and punctuationmarks,based on the intersectionsbetween roads and bridges.Tealphabet is designed to be used in 4different styles.

Typography Served (2015)

Documents

Portfolio Fernando Loza