Publication Design
The objective was to develop and design a new publication. I conceptualized a magazine that focuses on the Californian culture, art, fashion, and various forms of expression which I have come to love.
The outcome was a 47-page publication, called Offline. I conducted market research, such as SWOT analysis and a positioning matrix, to determine my primary demographic. I started the design process creating thumbnail sketches to determine the publication's rough layout and flow, Eventually combining all the elements with InDesign, Photoshop, and Illustrator.
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Role:
Designer / Art + Creative Director / Author
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Credits:
Ludovic Balland - http://www.ludovic-balland.com/en/identity/0/identity.html
C. R. Stecyk III - https://zephyrboyss.tumblr.com/zephyrteam
Helmut Newton - http://www.artnet.com/artists/helmut-newton/2
Nadia Lee Cohen - https://www.vogue.it
Gregory Harris - https://www.gregharrispictures.com
Hailey Bieber : photographed by Lachlan Bailey, styled by Christine Centenera, Vogue Australia, October 2019. -https://www.vogue.com.au
Myla Dalbesio - Shot by Benedict Brick and styled by Zara Mirkin - https://www.fffzine.com
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2020
Album, branding, + packaging design. CD case + ad campaign.
Rebranding Slightly Stupid's 2012 album, Top Of The World, I wanted to create a playful and punk rock aesthetic. Looking into the streets and visual language of where the band originated, Ocean Beach, California, I found inspiration in the odd kook culture instilled there. The album redesign consisted of a 12-page booklet, front and back covers, inside clear tray, and the CD label. The ad campaign consists of three 17X11 posters and merchandise.
Original Album: Top Of The World
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Role:
Designer / Creative + Art Director
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Credits:
Miguel Happoldt - https://relix.com/articles/detail/the-longest-barrel-ride-an-oral-history-of-slightly-stoopid/
Mike Piscitelli - mikepiscitelli.com
Against gravity (Party In The Back.) Photograph: Tino Razo/Anthology Editions. https://shop.mexicansummer.com/product/tino-razo-party-in-the-back/
David Carson - http://www.davidcarsondesign.com
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2020
Brand Identity + Logo Design + Ad Campaign
I invented and developed a business from start to finish. I conceptualized a company called “She Boards,” a women empowering refurbished surf and skateboard retailer. The aim was to market the business to purpose-driven, eco-conscious, and sophisticated women, offering the consumer an alternative approach to a male-dominated sport.
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Role:
Designer / Creative + Art Director
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Mission:
She Boards is a California born, refurbished skate, and surfboard business.
She Boards was created to minimize waste. We utilize used boards, wood, and fiberglass to refurbish skate and surfboards.
Inspired by the 80s, that birthed a generation of empowered women who showcased the true meaning of comfort in their own skin.
The She Boards’ mission is to empower women to get on skate and surfboards, in what can often seem like an intimidating, male-dominated sport. She Boards is a grassroots, all-female, skate, and surf business. Focused on uniting women through skateboarding and surfboarding, empowering them to break gender boundaries and inspiring them to start a revolution by harnessing inclusivity and friendship.
With love from California. xx
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Credits
Zeda Navarro - iruntoyouiruntoyou.tumblr.com/
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2020
Packaging design + product research
I re-designed and re-branded the packaging for UCC Milk Tea. I researched the brand's history, ingredients, demographics, and origins of milk tea. The concept came to fruition strongly influenced by the history of milk tea and the demographic who consumes it. According to the Tea Association, the average purchaser of tea bags are female. This research influenced the feminity of the logo design. English and Persian culture influenced the packaging's name, aesthetic, and color. By utilizing crests, initials, and natural colors. Georgie took on a life of its own and expanded to a small bakery and tea shop.
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Role: Designer / Creative Director
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2020
Logo Development + brand Identity
The Raleigh Hotel is in Miami Beach, Florida. It is an art deco building designed by L. Murray Dixon. The hotel was created in 1940, and the design includes 113 rooms. The entrances are decorated with polished stone and the lobby with chandeliers. The hotel includes a lounge, known as The Raleigh Room, a cocktail lounge, eight penthouses, and an "iconic pool."
Inspired by the history of the Art Deco hotel, I re-designed the Raleigh Hotel Logo. I wanted to keep the integrity of the hotels past and pay homage to its nostalgia. While maintaining a new age edge, I combined the elements of ben-day dots, a whimsical serif typeface, and a bright funky color to capture the hotel essence.
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Role: Designer / Creative Director
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2020
Packaging design + brand Identity
I re-designed and re-branded the beauty company, Josie Maran. After determining the lifestyle, consumer, age range, and demographic for Josie Maran's brand, constructing a design focus was made clear. In addition to this market research, targeting similar beauty industry competitors provided me with a deeper infrastructure to create a new identity for the Josie Maran brand. To encapsulate Maran's free spirit, I chose to take the brand to space by using delicate details and galactic elements. By following this strategic design process of researching, visually conceptualizing, and playing with a verity of design elements, Josie Maran's new brand identity came to fruition.
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Skills:
Logo Development / Product Photography Photo Retouching / Ad Campaigns + Merchandise
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Role: Art Director / Designer
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2020
Campaign Planning + Photo Direction
I was responsible for overseeing and executing all phases of the SS25 Global Entry IV campaign photoshoot, encompassing both pre-production and post-production. This included concept development, moodboarding, casting, and scheduling on the front end. I assisted on-set production coordination, and creative direction. Following the shoot, I handled post-production activities such as asset selection, retouching oversight, and final approvals across platforms to ensure a cohesive and high-impact rollout.
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Skills:
Pre-Production Planning / Post-Production Planning
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Role: Assistant Art Director / Conceptual Designer
Conceptual Design + Photo Direction
Assisted with both pre-production and post-production for the SS25 Golf Collection Campaign shoot — from initial planning, to post-shoot editing, retouching coordination, and final asset delivery. Ensured creative alignment and logistical efficiency across all stages of the production lifecycle.
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Skills:
Pre-production / Post-production / Style Direction / Photo Direction
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Role: Conceptual Designer
