Marcando

Mi Vida

“Mark My Life” - I love creating Identities, I also believe in the power a mark has on an organization, an idea, or a movement. It seems like no matter what I have on my plate I always have a little more in the tank to sketch out a logo idea. I also have been drawn to purpose since I was a student. Purpose gives the narrative meaning, it stops being fiction and begins positively affecting people for the good.

For this set of identities, I am sharing 3 projects from different stages in my design life: as a student, as a working professional, and as a designer comfortable in his own skin. Hopefully, this not only shows my skill as a designer but also shows more of who I am.

Diadora

As a student, I chose to redesign the Diadora Identity a soccer brand I was familiar with as a lifelong soccer fanatic. Aside from the redesign of the identity, an objective was to introduce a brand extension to Diadora that could expand the brand promise beyond soccer equipment. In tandem with the fair play efforts by FIFA I thought that Diadora (a heritage brand from Italy) could be a brand that represented equality and inclusion, in particular for the Italian league that struggles with those issues to this day. For this school project, I incorporated an education element into the project that aims to tackle racism and fair play in Italian soccer.

Milpa of Chefs

Milpa of Chefs is a Non-Profit organization looking to feed those in need. Founded by the principle that no one in a country with such resources should go hungry, I created a set of assets including a logo, color palette, typography, and photo style guide. Creating new identity systems for young organizations is a very gratifying process, because of the impact you have on a company's growth by establishing a sound visual system and creating a solid foundation of good design as the brand continues to build over time. 

AVM

Creating this identity for myself I incorporated visual inspiration that has peppered my creative life. From late 60’s - 70’s era graphic design and architecture from Mexico City, to Aztec and Mayan artifacts and from the start of my design school career, Japanese Anime like Akira, Gundam, and Ghost in the Shell as well as my favorite graphic design books by Yasaburo Kuwayama.