Earlier this month I decided to limit my design services to the food, retail and luxury hospitality industries. Since then I’ve been really trying to get my act together, but most importantly finalize my personal branding & new portfolio that I’ve been ‘working on’ for the last two years now. A majority of the work that is going into my new portfolio is self-initiated work that I plan on pitching to the companies once done.
This moodboard is for a complete rebranding project I’m pitching to a wonderful luxury hotel located in Canyon Point, Utah. This resort was designed to blend into its dramatic surroundings where deep canyons and towering plateaus create a remarkable landscape. I’m ditching my normal black & white aesthetic for a more calmer, peaceful palette of beiges, pinks and oranges. Currently, there’s a real disconnect with what the resort has to offer vs. how their actual branding speaks to their target consumer. With this rebrand project, the main objective is making the new brand feel as peaceful & tranquil as the resort is. Stay tuned.
I’m not a big… fashion person.
For the last few months my wardrobe has consisted of black jeans, a black tee, black sweatshirt & of course, black boots. Everyday. I’ve turned into your typical New Yorker. The all black started with me mourning for the return of warm weather, and just stuck because it was convenient. But Spring is finally here, the weather is still being bi-polar, some days it’s nice, the next day it’s snowing… but the temperatures are slowly rising. With the return of Spring means the return of some colors to my wardrobe. And what does this girl love more than black? Prints. Whether it’s five panel hats or swimsuits, I live for prints. Now I’m not really an Adidas girl as it’s Nike all day over here. But this morning when I came across this collaboration that Adidas recently launched, I am definitely going to have to make an exception and add some pieces to my wardrobe.
With the 2014 FIFA World Cup just weeks away, Adidas Original released their collaboration with local Brazilian brand, Farm for the Spring/Summer 2014 season. The collection makes use of colorful, tropical prints across a range of products including tank tops, shorts, jackets, trousers, as well as accessories in the form of bags and backpacks. The collection was released on April 1st and can now be purchased from the Adidas online shop.
I’ve had almost every client under the sun—from your up and coming start-up to your well-established brands—for almost any type of design project you can think of. Branding, app design, blog design, package design… I’ve done it all.
For the last five years, not only did I get to see what fields of design I thoroughly loved, but I got a chance to see what types of clients I did and didn’t enjoy working with.
While I work with mostly fashion and beauty brands at work, there’s no telling who my next client can be or what industry they are apart of. One minute I could be finishing up a campaign for Roxy only to be thrown on designing the UI for a fashion game app a few days later. An although I don’t mind the new challenges of being a general designer that can take on any type of work, the more I’m getting into my profession the more I’m realizing that I only want to cater to a specific type of client in a specific industry.
Since my freelance time is limited due to my full-time job, I’ve been really trying to make sure that any projects I take from here on out are projects that I’m truly passionate about. It was time to narrow down my niche.