IDES 320: Mentorship w/ Exhibit A Design Group, Cory Ripley

This experience was overall very overwhelming and very scary, as it was the first time I got to work so closely with an award winning practicing designer that really knows his stuff. Coming from an illustration heavy background, my initial focus for this project was to step away from using illustration a part of the solution and to focus on design, layouts and type, ideally with a packaging piece… but I also wanted to focus on brand image and advertising posters.

I knew I wanted to focus on an outdoors related thing, so I decided to brand an event, which I have never had the opportunity to do. Cory is a very research driven designer (one of the reasons I gravitated towards him when picking my mentor), and he proved to me once again that good research leads to good design. We went through a lot of case studies where he showed me how thorough research played a key role in creating a successful brand image.



I decided to brand a Quadrathlon, where the idea of having 5 elements (4 athletic disciplines) as part of the brand really gave me the possibility of going on many different directions. My initial idea was to create a racing kit, or something to do with packaging and the experience of packaging, so very excitedly, I jumped on board to do the research and build a research document that would be what you would deliver to a client. Cory really showed me how different class presentations are to what clients (especially business oriented clients) receive. We are taught in school to make presentations concise and brief – but in reality, business men really like their stats, numbers and long words.

For my research, I was looking at what other popular events were doing. Tough Mudder, IronMan, Spartan Race, Movember, Nike, and the Color Run were my main inspirations.

These events have a big participation number and global followers


Screen Shot 2019-04-18 at 10.28.25 AM.png
Brands and events that are succesful worldwide


Based on my research. I discovered that I shouldn’t target millennials as I originally intended, but rather the next generation up, as they are older, most likely seasoned athletes AND they have financial stability (the wealththletes, being a triathete is requires a certain mindset which is shared with being financially sucessful, oh thank you research!). Since the event has a fundraising aspect (the 5th “discipline”) millennials don’t have as much disposable income as Gen X does.

The new thing I have never done or learned about is that when you’re branding a whole event, you have to craft a Customer Journey Map like a site map but for the event – and with this I was able to pinpoint my touchpoints and which ones played a key role in the event.


Screen Shot 2019-04-18 at 10.30.45 AM.png
Customer Journey Map

I then had enough research and direction to craft my brand blue pring and brand terms.

For self grade, I would give myself somewhere between an 9 and a 10 – I spent a ridiculous amount of time researching and understanding what I was going to brand.


Time to dive into pinterest and google to look for inspiration for my visual language. I knew I wanted to show motion, direction and angles. Being an athletic race, there is so much movement involved in an event of such magnitude.


Screen Shot 2019-04-18 at 10.36.12 AM.png
One of the 3 moodboards I presented with visual queues I felt had the feel I was looking for


I started by pitching 3 different, quickly drafted concepts that reflected different words from the brand terms – getting me to explore different executions in a short time. I have never done something like this, so this proved to be extremely valuable when weeding out the bad concepts. We picked one, and went forwards with it. The idea behind this concept, was the immediate trail mark left behind after running, swimming, kayaking or cycling but looking at it from an aerial view.

Screen Shot 2019-04-18 at 10.37.44 AM.png
Keywords for this exploation were: energetic, bold and human


It was time to move forward and create a logo. I did a logo comparison with the competitors (this event is surprisingly unique) and wanted to create something that would stand out. I decided to rename the event as well. The original name for the event was The Great Artemis Kindrochit Quadrathlon (the what?) but people know it as the Quad, so I decided to rename it as The Great Quad for easier applications and has a better ring to it.

For self grade, I would give myself somewhere between a 7.5 and a 8.5 – the amount of time I spent researching really impacted on my ideation time, I ran out of time as I had to present 4 concepts and I was only able to present 3.


I honestly don’t think I have ever spent so much time researching different typefaces (there were over 100), brush strokes, colors, imagery, and sport events, than I did for this project – and again, it proved me that all of this research pays off.

I learned to keep asking myself the questions “does this typeface feel ___” “does it reflect  ____”? if it answers yes, then keep going. I learned how important it is to keep asking yourself if whatever you’re making reflects the brand terms, and if not, then discard it! So important! I then started refining and weeding out the bad ones and ended up with 3.


Screen Shot 2019-04-18 at 11.13.22 AM.png
A few iterations of the logo


Screen Shot 2019-04-18 at 11.14.14 AM.png
Final logo


Once I had my logo figured out (definitely did over 100 iterations as I was tweaking on the go) I felt like it was quite easy and straightforward to explore a visual language that complimented the logo. I decided that I wanted to focus on developing a poster series and then build more collateral off that. Reason was, that by doing so, I would have the visual language figured out.


I created over 100 different iterations of the posters. I learned that working on the 4 posters at the same time helped me create 4 different posters that were cohesive rather than working one at a time, which is what I usually did.


Screen Shot 2019-04-18 at 11.20.29 AM.png
One of the many sheets of poster explorations


I kept going back and forth between the posters, working on one and applying the changes to the other posters and then tweaking and going back to the original one while taking into account my own feedback, classmates’ feedback, and Cory’s feedback. It was a wild ride. I knew I also wanted to focus on the fact that the race is a partner race, you can race with a partner or in a big group as a relay race, hence why there are always two participants in each poster.

Cory really pushed me on exploring as many different avenues as possible – and I think the outcome shows in my final posters.


Final Posters, SO COOL!!!


Moving forward, I am going to take this project and play with it during summer, expanding it with more collateral and tweaking it as I go without the stress of time.



Screen Shot 2019-04-17 at 11.05.56 PM
First draft of a business card




Screen Shot 2019-04-17 at 11.02.38 PM
Failed banner ideas – they don’t feel like they are part of the same visual language


For self grade, I would give myself somewhere between a 9 and a 10. I refined and refined and refined to get to where I got – with lots of failed attempts (like my b.card and banners) but that led me to my final product which my mentor really liked. .Even though I wasn’t able to create as many pieces as I wanted, I think my take-away was far more valuable than 2 or 3 rushed pieces. I took my time to think things through, to learn and understand a brand, to try everything and to fail fast, and for me, that is far more valuable.


I learned a whole lot from this mentorship.

I haven’t done many branding projects so far (maybe 2 or 3 at most) that were this in depth. I learned that you really have to explore all avenues, all possibilities, and all different combinations, refining and building, asking yourself the important questions and letting things go when you have to. I took a different approach to designing collateral, designing 4 posters at the same time rather than 1 at a time and it really really helped me understand that I have to see the whole picture rather than one piece at a time, which is what I have been doing in the past.

This project really reinforced many things I’ve been learning through school, especially that good research = good design and I learned a lot on the process of branding an event and what it takes to create a good visual language.

I now truly understand how important it is to go back to your brand terms every now and then as it is very easy to go down the rabbit hole and create something that doesn’t reflect the brand. Cory was a super approachable (even replying to emails on Sundays!) and resourceful mentor, guiding me and working closely, making sure I was creating something that was “industry expected”.




IDES 320: Final logo & self branding

So it finaly happened! I am very happy with the direction I went with my logo. It has a clean design feel which reflects my evolution as a designer and I believe that it reflects both my approach to things and my identity as a designer and immigrant. In the long run I will tweak it and refresh it, but for now I want to say that I am happy with the end result. This project has helped me reflect on how I want the industry to see me as and obviously gave me more practice in branding a person, which it really is a hard thing to do.

It’s cool to see how when I started I did’t know which direction I was heading to, but with exploration and moodboards and research you start figuring things out.

Overall it was a great learning experience and I will apply what I have learned (process-wise and about myself) in the future. For self grade I would give myself an 8 or a 9 as I gained very valuable knowledge and experience and I feel like I took away a lot of valuable knowledge.

IDES 320: Concept prez

YAY! I am figuring out who I am as a designer and artist and which direction I am heading to – as I’ve mentioned in my last few post, I still am struggling to really identify myself as an artist and as a person, but thankfully doing all of these explorations has really helped me to think things through and reflect personally which direction I am is the right one (it’s still quite hard though…)

I am also happy that there was one logo that won, so I just need to keep pushing it further and refining it so it ends up being a memorable, smart and fun logo that will reflect my personality and my direction. Hurray! For self grade… ahhh – 8 out of 10? I pushed myself in exploration (I created maybe another set of 25 different iterations) but I wish I would have spent more time refining the other 2 concepts (lack of time).

The trick is to keep staying possitive and push myself more.



IDES 320 – Logos

Ah Logos. It is so hard to sum up your entire identity in a simple wordmark or icon. After 200 logos, I still feel like I haven’t nailed myself down. I am still struggling to find my own identity, and I believe that my doubt in my logo comes from my self doubt as my identity is very cloudy. As an immigrant that has become aware of other cultures, one starts to loose one self, and this is why I am struggling the most. Sometimes I wonder if I should include certain aspects of myself, or to omit them. Should I include elements from my heritage? even if they’re not the aspect that defines me the most? I am in such a terrible crossroads that I don’t know how I can be unique – outdoors. but mexican? I guess that, the one thing that came out of this, is that it truly makes me appreciate the outdoors even more, as I grew up somewhere where nature and the environment are so uncared for that it hurts me so much.

I definitely need to keep exploring – but for the time being I still find it useful to explore with more moodboards and logos. The one thing that I am 100% certain is the inclusion of bright saturated colours reminiscent of my home country. I’d give myself a 9 or something out of 10 – as I am learning so much about myself as I try to rediscover my own identity as an artist and as an immigrant.


IDES 320 – Self branding

Self branding – tougher than you think!

This process actually gave me more insights about myself than any other project has. Lately, I have struggled to know myself  as an artist and who I want to be as an artist. This little self exploration really reminded me who I am and why I was in school for and which direction I want to go to.

I will probably end up adjusting my moodboards slightly as I go, as a brand is always evolving – and in the process I am still figuring myself out and reminding myself of who I am. I don’t know how to asses myself on this, but I would give myself somewhere between a 9 and a 10 – just mainly because I learned so much about myself as I have struggled to find myself for the past 2 and a half years, so this exercise helped me inmensely, and it also helps as a reminder that there is always room for improvement and growth.

IDES 360 – Magazine spread

For this spread I decided to focus on the topic of the intern and the duality of the intern – the one that can afford to work for free, and the one that cannot, hence the “two sides of the same coin” concept. The colour scheme I chose is calm and suits well. Applied Arts uses a lot of reversed text, a stylistical choice I like and use quite a lot.

For the sidebar, I thought it would be a nice touch to focus on the future intern that would be reading this article on Applied Arts Mag and some tips that are good to keep in mind when applying to places (some that I need to start doing myself!). I would give myself an 8/10 – I think I have created something aesthetically pleasing, an article that would fit within Applied Arts, and it was a great opportunity to try and make something with Illustrator, a program I don’t use at all.



IDES 360 – Magazine Survey

“It’s all in the small things”

I learned that there are more elements to an editorial publication than you’re aware. It’s all about the small stuff that add a layer of interest – more than you can imagine. Stylizing those elements can really make your publication stand out, and without this research I would have never even thought about those small elements and the many different ways you can use them to accentuate something.

Steph and I had the task of researching about “the small elements”. We both did a really good job and engaged in discussion about it – We both found very good examples of the small stuff and wemade a good presentation. I think we both deserve a good grade (9/10) –  we both pulled equal parts into the research component and into the presentation.