portfolio ame mazuela

8/13/2019 Portfolio Ame Mazuela

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[email protected]


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Im Amrica Mazuela, a 26 years chilean graphic designerwho likes design pretty much. My graphic interests areart direction, editorial, identity and photography.

I like to think that graphic design is more than

making things - beautiful things - and canbe a connector between people through thecommunication. So, for me graphic design is muchmore than a product, is a social service, therefore itcan produce changes when it is a meaningful design.

Since the year 2011 Ive been working like an ArtDirector in advertising agencies, which is a bitdifferent from what I think a designer should do, butIve enjoyed this experience and I really love workingwith different types of projects and people.

Hello!

welcome


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PORTFOLIOIve decided to put in order some works that Ive done, so in this way youwill see the differents graphic styles that I used in my projects. In eachone, a short description about the project is presented.


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In this part you wi l l see some works thatI d id as Art D irector at Havas Wor ldwide,an advert isement a gency that has off ices

in countr ies around the wor ld , inc lu d ingAustral ia .

In Havas Wor lwide I ha d to work withdif ferents c l ients , and one of them wasEndesa . Endesa is an electr ic ity companyin Chi le and also i s the major pr ivate

electr ic ity mult inat ional in Lat in Am er ica ,so as you can imagine this is an impor tantc l ient for Havas . The v isual communicat ionof the company is d iv ided in two sect ions :one for the external people and other forthe company and I d id works for both areas .

I

Endesa/

chilectra/enersis


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This works were made for the area of soc ia l resp onsabi l ity o f the company.

Here you can see 3 d i f ferent opt ions (one is on the previou s page) fora notebook cover for chi ldren between 6 and 17 years from low- incomeschoo ls .Dur ing the proces s I had to i l lustrate each par t o f the cover . Asyou can see, there are many draws in the 3 a lternat ives inc lud ing anin fographic about a thermoele ctr ic p lant topic with which I do not agree atal l . But anyway, I l ike i l lustrat ion a lot , so i real ly en joyed do ing this .


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This is a poster that i d id for the summercampaign against sk in cancer . My idea forthe graphic was not to use pictures , but co-mmunicat ing a mess age with a typographic workmixed with summe r icons . In this type of work you

usual ly have to have a c lean layout , so you cancommunicate the f inal idea in the r ight way.


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The Energa de Muje r Award is given s i nce 1997to 11 chi lean women noted for their contr ibut ionto entrepreneurship and soc ia l development ofthe country. This year , i made the poster for the

event . I d id two alternat ives , in which a had toi l lustrate and design a s eal to act as a logo foreach proposal .In one opt ion , I i l lustrate d i f ferent types ofwomen that represent the d iver sity o f chi leanwomen . In the second opt ion I worked wi thtypographic and vector codes related to s ubt lefemin ine.


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2 virgin mobileDu r i n g my t ime wo r k i n g a t H a v a s Wo r l dw i d e i h ad t oc o l a b o r a t e w i t h an o t he r c r e a t i v e g r o up f o r V i r g i n M o b i l e ,a b i g mob i l e c ompany f r om V i r g i n . I h ad t o d o d i f f e r en t

typo g r aph i c wo r k s , w i t h o n e sp ec i f i c c o n c ep t u s i n g c h i l e ant i p i c a l e xp r e s s i o n s . I t h i n k b o t h o f t he se wo r k s a r e p r e t t yi n t e r e s t i n g b ec ause i h ad t o e xp e r imen t ed w i t h d i f f e r en tcompos i t i ons and a var iety o f t ypograph ies


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Since the last year, Virgin Mobile and Converse sponsor musical concerts calledSUENA, therefore i had to propose alternatives for the logo (the client wantsomething simple) and the creative concept for graphic pieces for this events. Theidea for the logo was use a typography imitating the style of the brush when youpaint something in the walls, and with the use of colors highlight the main image ofthe composition, which was also the band to promote.


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3 BBVA

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BBVA is an international bank, so work with them was a challenge for me becausethere were a lot of restrictions for make different graphic works and all theprojects thad I did was with a corporative manual in my hand. So the mainchallenge was make whole internal campains trying to be the most creative aspossible with all the limits that you can imagine.Here are examples of 3 campains. As you can see all the pieces are very similarfor the use of the same sources like composition, colours, typography andstripes.. The third case (in the next page) was different because a proposed theuse of a different kind of photography for produced more interesting pieces.


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4 DIRECT TV

Direct TV is a cable television company. I did works for the internal area andalso for the external comunication. With this client I did brochures, logos for

differents events, mailings and material for the most popular festival in Chilecalled Via del Mar Festival, because this brand is one of the sponsors.Direct TV also has their own corporative manual, but in difference from BBVA Ihad more freedom to mix the different sources and at the same time I had tothink in the general creative concept about internal campaings


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4 HUAWei

This is a chinese company that provides communication solutions, and is a new brand

in Chile so their products are not very popular like in other countries.While I was working in Sientecinco (a chilean design office) I did a catalogue with someof their new cellphones and their characteristics. The client want different themes foreach model, so i had to propose several of theme alluding to technology, one of themost important concept for Huawei.Also I did the image retouching and the pages composition, all in a record timebecause I didnt have much time to make the catalogue.


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5 MITJANS

Mitjans is a popular rum brand in Chile. Their rum insntvery expensive, so they have a bad reputation relative to

the product quality. This year Mitjans began to expandtheir market with new l iquors , l ike p isco (which iswidely consumed in Chi le) and pisco sour var ie t ies . Soin apr i l o f this year , I par t ic iped in Mit jan s b idd ingfor Ron Dorado , P isco Diagu itas and 2 types of p is cosour . Each case had their own br ie f with d i f ferentscondit ions for design a new label .

In the case of golden rum, there were 2 petitions: onewas re-design the label for the classic Ron Dorado, usingthe same codes as the old label. Also, I did a proposal ofa new imported rum which I called Ron Barrico using 3main colurs and caribean shapes to design this label.

The second bidding was about re introduce an old pisco

that existed in the 90s. In this case, the new pisco wouldbe aimed like premium and this should be reflected inthe design of the label. Moreover, I had to used codes ofthe diaguita culture like the colors and als oI designedicons based on the diaguitas painting.s

In the third case, the brief was about design a label

for a new pisco sour and the mango alternative. In thisproposal I chosed colors related with the main fruits ofthe product to differentiate from each other because thelabel desing was the same.


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6 FREELANCE/

OTHER WORKS

This project was for a Latinoamerican Puma contest, in whichI won with two other participants. The contest was aboutillustrate a sockliner without an specific theme, therefore it

was very extensive on terms of ideas.Once closed the contest, winning templates were exhibited inMexico and in Latinamerican Puma stores.


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This was a personal project about theindian summer, a special climatephenomenthat occurs durnig the fall.This project at first was based onan iconic illustration that was thenapplied to different formats.


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This work was a collaboration for Kipa? Design, a little design office. They needed a graphicfor one of their clients (Tierra Vientos Winery), so they asked me if i can do this job in avery short time. I did 3 alternatives, the client chose one and finally that was adapted forpublished in a Lan Airlines magazine.


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This was a personal project about one of my favorite music bands in the world: Dinosaur Jr.Here I did a logotype related to the Stone Age (because of dinosaurs) using a typographythat looks like an illustrated stone in fact. Also I illustrated dinosaurs that I used in othersprojects too, but here was a way to generate an element to accompany the brand.


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This works were for Adidas during2010 and 2011, when I was aninternship in TBWA AdvertisementAgency.The first two project was about

a new collection, where the mainconcept for starting to design wasdecouple the brand to the sports,making it more feminine and casual.In this case, Adidas gave me someimages from their collection andothers from different cool things,so I decided to mixed elements to

generate a new image with overlyinglayers, making it more attractive.


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SantaMargherita is an italian company that sales quarzos agglomerates for indoor and outdoor use. This brochurewas made for complement the companys stand in 100 Showrooms, which is an international exhibition forarchitectural innovation and design held in Chile.


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The next two projects below are part ofthe latest Ive done. The first case wasa flyer to broadcast a private party andthe second to spread an event that mixed

arts and electronic music, with carnivalas the main concept. In both projectsI had complete freedom to use graphicresources that I wanted so it can be saidto be a faithful representative of my styleas graphic designer..


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THANK YOU

portfolio ame mazuela

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