Autor: ALEXEI! prrmb!

I'm Alexis Cruzado (a.k.a. Alexei Crusadov), a decade long experienced graphic designer and illustrator based in South Spain.

TESLARADIO Web Design & Copywriting

    TESLARADIO

    Art Direction. Web Design & Copywriting | 2024

    CONTEXT

    In late 2024, sound hacktivist Chinowski Garachana sought my collaboration as Art Director for his website, an online space —developed by Cardeseo studio— to showcase all his publications and experiences as a creator, researcher, and educator.

    SOLUTION

    After reviewing the content to be displayed on the website —mainly, references and links to cultural institutions, festivals, projects and artists— plus considering that noise and sound recording have been Chinowski Garachana's scope for over 30 years, the art direction of this project had to be visually neutral and minimalist, with clear and direct copywriting.

    PRODUCT MANAGEMENT

    Based on the portfolio of images and texts provided by the client, I established the visual and narrative direction of the project with a web mockup, which guided Cardeseo studio in its coding and developing tasks.

    LIVE PROJECT

    This personal website is a work in progress: new content and sections will continue to be added in the future.

    PROJECT
    CREDITS

    CLIENT
    Chinowski Garachana
    STAFF
    Art direction Alexis Cruzado
    Web design Alexis Cruzado
    Web development Cardeseo
    Copywriting Alexis Cruzado
    TOOLS
    Web design Figma
    Web development WordPress Elementor
    Web copywriting Claude | QuillBot

    ESCUCHA MÁLAGA Art Direction & Branding

      ESCUCHA MÁLAGA

      Art Direction & Brand Design. Web Design & Development. Copywriting & Marketing Comms | 2024

      CONTEXT

      Escucha Málaga is a live music contest aimed at promoting original musical creations by artists from Málaga province. This initiative is funded by the Fundación Unicaja and organized by RitmoTK and Proyecto Escucha.

      Sharing the Art Direction and graphic production duties with Rojo Galvín, I developed the branding and marketing comms assets for the online / offline promotion of the project.

      SOLUTION

      After pitching three logo proposals to the client, the chosen idea was to develop a branding based on the interjection “EH!” as a visual call-out and attention-grabber: since Escucha Málaga was a completely new project, the client felt that this visual and narrative interpellation perfectly matched the need to gain traction as quickly as possible, while doing so with a fresh and colorful visual style.

      Escucha Málaga's branding is a free mix of visual influences from Constructivism and similar international musical contests and events, such as Reeperbahn Festival, MENT Ljubljana and SxSW.

      01 COLOR PALETTE

      C20 M68 Y1 K0
      R205 G110 B169
      #CD6EA9
      C64 M0 Y4 K0
      R71 G192 B233
      #47COE9
      C4 M27 Y90 K0
      R245 G189 B32
      #F5BD20
      C90 M82 Y43 K50
      R40 G41 B66
      #282942

      02 TYPEFACE

      POPPINS

      ABCDEFGHIJKLMNOPQRSTUVWXYZ
      abcdefghijklmnopqrstuvwxyz
      1234567890 !@#$%^&*()-=_+?:;"'

      03 LOGO VERSIONS

      Colour

      Colour Negative

      B&W Negative

      APPLICATIONS

      Escucha Málaga's complete visual identity system is built on three core components:

      POSTERS

      POSTERS   |   [WEBSITE]   |   [SOCIAL]

      A series of posters was designed for promoting of the project, both offline —music schools, rehearsal rooms, concert halls—and online, through social media and press releases in specialized media.

      WEBSITE

      [POSTERS]   |   WEBSITE   |   [SOCIAL]

      A landing page was created to help bands register for the contest and visitors learn about the Escucha Málaga project.

      SOCIAL

      [POSTERS]   |   [WEBSITE]   |   SOCIAL

      A set of social media templates for Instagram and Facebook were created to help the client independently promote the Escucha Málaga musical contest.

      Swipe left each image to reveal its pictures carousel

      PROJECT
      CREDITS

      CLIENT
      Fundación Unicaja, Ritmo TK, Proyecto Escucha
      STAFF
      Art direction Rojo Galvín, Alexis Cruzado
      Brand design Rojo Galvín, Alexis Cruzado
      Web design & development Alexis Cruzado
      Web copywriting Alexis Cruzado
      Social media templates design Rojo Galvín, Alexis Cruzado
      TOOLS
      Brand design Adobe Illustrator
      Posters design Adobe Illustrator
      Social media templates design Adobe Illustrator | Adobe Photoshop
      Web design Figma | Dall-E | Chat GPT
      Web copywriting Claude | QuillBot
      Web development Bootstrap | Sublime Text | HTML5 | CSS3 | JavaScript

      PLANTAE packaging design

        PLANTAE

        Illustration & Packaging Design | 2024

        CONTEXT

        In spring 2024, musician and sound artivist Chinowski Garachana commissioned me to design the cover art for Plantae, a sono-visual research project exploring human-plant dialogue, created in collaboration with artists Children of Compost and Ignacio Béjar.

        SOLUTION

        After proposing two different artistic concepts to the client, all three Plantae creators agreed on the B&W minimal option as the best creative approach for the album's sleeve art.

        APPLICATIONS

        The final album art design changed from black to green and features an original Children of Compost illustration on the back, which visually summarizes Plantae's technological development: the creation of generative music and visuals synthesized directly from electrical signals, captured from plants and trees between Spain and the United Kingdom.

        This self-produced album was released in a three-fold cover which holds the USB card containing the project's music and visuals.

        PROJECT
        CREDITS

        CLIENT
        Teslaradio
        STAFF
        Art direction Alexis Cruzado
        Packaging design Alexis Cruzado
        Sleeve art illustration Alexis Cruzado
        USB card printing Directdisc
        Folder printing Dico Digital
        TOOLS
        Sleeve illustration Adobe Illustrator
        Packaging design Adobe Illustrator | Adobe Photoshop

        PUKA PARTY 2024

          PUKA PARTY

          Art Direction & Brand Design. Marketing Comms: Illustration + Motion Graphics | 2024

          CONTEXT

          Puka Party is a small self-managed event, organised by a collective of artists and advertisers, in which, each summer, they gather a group of friends for a party created around a selection of DJs and visual artists.

          For the 2024 edition, the organisers wanted to increase the attendance ratio at the event, as well as improve the branding and communication of the party, for which I entered the equation.

          SOLUTION

          Sharing the Art Direction horizontally with Rojo Galvín, we developed a project using play and creativity as our guide. We wanted to be excessive and brazen, which meant we couldn't confine ourselves to a single logo or a restricted colour palette.

          Similarly, as this branding development was for a party, the visual universe of the Puka Party brand had to be populated by a multitude of motifs and characters animated in stop motion.

          APPLICATIONS

          With this varied set of resources, we established a social media publication calendar for all the content that should be shared and displayed about the event: from the artist lineup to showcasing the beautiful natural setting where the party would take place.

          In addition to all this body of work, by applying the logics of the design process to the other areas of the event's production, great advances were achieved with respect to the previous year's edition.

          Attendance increased by 20%, with a lower cancellation rate. This success was due to well-developed branding and clear communication about the party's nature, which set accurate expectations within the target audience.

          On the other hand, the development of the creative universe of the event was so broad that, for future editions, a lot of work has already been simplified and advanced: this maximalist line can be continued or reduced to more minimalist developments, depending on the resources (time, money) available... And without losing quality.

          PROJECT
          CREDITS

          STAFF
          Art direction Rojo Galvín, Alexis Cruzado
          Graphic design & layout Rojo Galvín, Alexis Cruzado
          Letterings Rojo Galvín, Falansh, Alexis Cruzado
          Stop motion drawings Alexis Cruzado
          Video edition Alexis Cruzado
          MoGraph Alexis Cruzado
          TOOLS
          Graphic design & layout Adobe Photoshop | Adobe Illustrator | Adobe Firefly
          Letterings Pencil, paper, scanner | Adobe Photoshop
          Stop motion drawings Pencil, paper, scanner | Adobe Photoshop | Adobe After Effects
          Video edition Adobe Premiere Pro
          MoGraph Adobe After Effects

          Marbella Design Academy

            MARBELLA DESIGN ACADEMY

            Social Media Content Design | 2023 - 2024

            CONTEXT

            Marbella Design Academy is a private college offering BA HONs studies in the fields of Fashion Design, Interior Design and Graphic Design. During my time there as Marketing Designer & Content Creator, I collaborated in the design and creation of appealing contents for their social media networks.

            SOLUTION

            My main task was to turn the best students' work into content for social media: from carousels and stories for Instagram, to videos for YouTube and Meta platforms. My job required knowing, above all, how to display a lot of information in an entertaining and visually appealing way, to captivate both academy followers and future students.

            APPLICATIONS

            This is a selection of my best works, sorted by departments:

            [FASHION]   |   [GRAPHIC]   |   [INTERIOR]

            FASHION DESIGN

            Students field trip

            Visit to Ela Fidalgo Exhibiton @ La Térmica

            Students field trip

            Visit to Julieta Brand Studio

            Student work

            No Limits

            Student work

            Study of Wonders

            Students field trip

            Trip to Paris

            Student work

            Chaos

            GRAPHIC DESIGN

            Students works

            UI/UX design with a purpose

            Students works

            All types welcome

            Student work

            Music for your eyes

            INTERIOR DESIGN

            Students works

            Parametric Design

            Student work

            Space 0

            PROJECT
            CREDITS

            CLIENT
            Marbella Design Academy
            STAFF
            Supervision Fabrice Durand, Jean Pierre Costa : Marketing Department
            Natalia Rivera, Lara Galán, Nuria R. : Fashion Department
            Alberto L. Pérez, Dolores Martínez, José Real : Graphic Department
            Caterina Sposato, Alejandro Cruz Mendoza : Interior Department
            Art direction Fabrice Durand, Natalia Rivera, Alberto L. Pérez, Caterina Sposato
            Graphic design & layout Fabrice Durand, Alexis Cruzado
            Video edition Fabrice Durand, Alexis Cruzado
            MoGraph Alexis Cruzado
            TOOLS
            Graphic design & layout Adobe Photoshop | Adobe Illustrator | Adobe Firefly
            Video edition Adobe Premiere Pro
            MoGraph Adobe After Effects

            ONLY YOU Lyric Video

              ONLY YOU

              Motion Graphics. Typographic Illustration | 2024

              CONTEXT

              On late 2023, the Andalusian dreampop and electronic band Cravat, along with the US singer and songwriter Vania asked for my collaboration to enhance the message of both music and lyrics of their original song "Only You" with the creation of a lyric video.

              SOLUTION

              This video clip was created as a work of art in itself and as an asset for the advertising campaign that both artists launched in early 2024 to announce the release of this track in digital music platforms.

              APPLICATIONS

              [LYRIC VIDEO]   |   [PROMO CLIPS]

              Using After Effects as the main tool, this audiovisual work was created from three resources provided by Cravat: the original lyrics of the song plus two videos -one, of the branches of a tree moved by the wind, seen through grainy glass; another, the original Liquid Sky Analogic visuals' for another Cravat's track).

              [LYRIC VIDEO]   |   [PROMO CLIPS]

              A set of three different short clips were created as an extra asset for promotional purposes. They were posted on Meta social networks (Instagram, Facebook) both as promoted content and on each artist's feed as user content.

              PROJECT
              CREDITS

              CLIENT
              Cravat, Vania
              STAFF
              Art direction Alexis Cruzado, Carlos Contreras
              Music & lyrics Cravat, Vania
              Production Cravat
              Additional production Elliot Jacobson
              Mix & master Mike Tuccillo
              MoGraph & video edition Alexis Cruzado
              Additional visuals Liquid Sky Analogic
              TOOLS
              Motion graphics Adobe After Effects
              Font design's tweaking Adobe Illustrator + Adobe After Effects
              Instagram stories & YouTube Shorts Adobe Premiere Pro
              Custom YouTube thumbnails Adobe After Effects + Adobe Photoshop

              ELCAMM Music Management Course

                MUSIC MANAGEMENT COURSE

                Graphic Design. Copywritting. Video Edition | 2023

                CONTEXT

                ELCAMM is a private music academy that, since 2012, has been transmitting values for life through music to its students, using a teaching system that combines rigor, enjoyment and play.

                ELCAMM completes its training offer with specific workshops for musicians. Sometimes, some workshops have a hard time getting off the ground. To help generate conversions for the Music Management Course, extra special work was done.

                SOLUTION

                In order to gather as many registrations as possible for this online course, we opted for a digital marketing strategy. The information and booking process was collected in a post on the ELCAMM blog, which acted as both a landing and conversion page to which sponsored posts on Meta's social media would lead.

                APPLICATIONS

                [UNIVERSE]   |   [LANDING]   |   [VIDEO]

                ELCAMM — MUSIC MANAGEMENT COURSE | SM pictures

                01

                VISUAL UNIVERSE

                First things first: following ELCAMM's branding guidelines - and relying heavily on typographic design - I created a basic visual universe for the digital marketing mini campaign orchestrated to help promoting this online course - extensively redesigning the graphics initially proposed by the music school and the course trainers.

                ELCAMM — MUSIC MANAGEMENT COURSE | Branding: from "ugh" to "WOOH!"

                ONLINE
                MUSIC MANAGEMENT COURSE

                02

                LANDING PAGE

                I wrote and published a post for the ELCAMM Blog which acted both as an informative page and a conversion tool to turn leads into customers.

                03

                PROMO VIDEO

                As an asset made to generate leads, I designed and animated a promotional video that was published on Meta's social networks as a sponsored post.

                The target achieved with this video was to explain in less than a minute - and in a simple and fun way - what the online workshop was about, as well as managing to gather the minimum number of alumni required to carry it out.

                PROJECT
                CREDITS

                CLIENT
                ELCAMM, La Térmica | Málaga
                STAFF
                Art direction Narita, Alejandro Lévar
                Design Alexis Cruzado
                Copywritting Alexis Cruzado
                Video edition Alexis Cruzado
                Social media management Samuel Sarrión
                TOOLS
                Design Adobe Photoshop
                Copywritting Chat GPT
                Video edition Adobe Premiere Pro

                ELCAMM Music Management Course VIDEO

                  MUSIC MANAGEMENT COURSE

                  Video Edition. Motion Graphics | 2023

                  [CONTEXT]   |   [SOLUTION]   |   [VIDEO]   |   [CREDITS]

                  CONTEXT

                  ELCAMM is a private music academy that, since 2012, has been transmitting values for life through music to its students, using a teaching system that combines rigor, enjoyment and play.

                  ELCAMM completes its training offer with specific workshops for musicians. Sometimes, some workshops have a hard time getting off the ground. To help generate conversions for the Music Management Course, extra special work was done.

                  SOLUTION

                  In order to gather as many registrations as possible for this online course, we opted for a digital marketing strategy. The information and booking process was collected in a post on the ELCAMM blog, which acted as both a landing and conversion page to which sponsored posts on Meta's social media would lead.

                  Following ELCAMM's branding guidelines, I designed and animated one of the key leads conversion assets: a promotional video published on Meta's social networks as a sponsored post.

                  VIDEO

                  As an asset made to generate leads, I designed and animated a promotional video that was published on Meta's social networks as a sponsored post.

                  The target achieved with this video was to explain in less than a minute - and in a simple and fun way - what the online workshop was about, as well as managing to gather the minimum number of alumni required to carry it out.

                  PROJECT
                  CREDITS

                  STAFF
                  Art direction Narita, Alejandro Lévar
                  Design Alexis Cruzado
                  Video edition Alexis Cruzado
                  TOOLS
                  Design Adobe Photoshop
                  Video edition Adobe Premiere Pro

                  ELCAMM III Green Music Camp

                    III GREEN MUSIC CAMP

                    Graphic Design. Copywritting. Video Edition | 2023

                    CONTEXT

                    ELCAMM is a private music academy that, since 2012, has been transmitting values for life through music to its students, using a teaching system that combines rigor, enjoyment and play.

                    Every summer, ELCAMM organises a week-long music camp in the middle of nature where children between the ages of 6 and 16 learn music while playing and enjoying their free time outdoors.

                    SOLUTION

                    In order to garner the highest number of registrations for this activity, we opted for a digital marketing strategy. Information and booking process for the camp were gathered in a post on the ELCAMM blog, which acted both as landing and conversion page to which a series of sponsored posts published on Meta social networks would lead to.

                    APPLICATIONS

                    [UNIVERSE]   |   [LANDING]   |   [VIDEO]

                    ELCAMM — III GREEN MUSIC CAMP | Poster

                    01

                    VISUAL UNIVERSE

                    First things first: following ELCAMM's branding guidelines, I developed a basic visual universe for this campaign, based on two axes:

                    1. Information: through a typographic composition which allowed anyone to know what the camp was all about with just one glance
                    2. Emotion: using a colour palette in shades of green plus photos of children having fun in the middle of nature.

                    ELCAMM — III GREEN MUSIC CAMP | SM pictures

                    III GREEN MUSIC CAMP

                    02

                    LANDING PAGE

                    I wrote and published a post for the ELCAMM Blog which acted both as an informative page and a conversion tool to turn leads into customers.

                    03

                    PROMO VIDEO

                    As an asset made to generate leads, I designed and animated a promotional video that was published on Meta's social networks as a sponsored post.

                    The video's key narrative was based on comparing what a week of summer sounds like with children (noise, chaos, endless play) vs. without children (peace, quietness, silence, holidays). This video aimed directly to the need that all parents have to get rid, from time to time, of their offspring in order to enjoy a bit of quality time for them.

                    PROJECT
                    CREDITS

                    CLIENT
                    ELCAMM,
                    STAFF
                    Art direction Narita, Alejandro Lévar
                    Design Alexis Cruzado
                    Copywritting Alexis Cruzado
                    Video edition Alexis Cruzado
                    Social media management Samuel Sarrión
                    TOOLS
                    Design Adobe Photoshop
                    Copywritting Chat GPT
                    Video edition Adobe Premiere Pro

                    ELCAMM III Green Music Camp VIDEO

                      III GREEN MUSIC CAMP

                      Video Edition. Motion Graphics | 2023

                      [CONTEXT]   |   [SOLUTION]   |   [VIDEO]   |   [CREDITS]

                      CONTEXT

                      ELCAMM is a private music academy that, since 2012, has been transmitting values for life through music to its students, using a teaching system that combines rigor, enjoyment and play.

                      Every summer, ELCAMM organises a week-long music camp in the middle of nature where children between the ages of 6 and 16 learn music while playing and enjoying their free time outdoors.

                      SOLUTION

                      In order to garner the highest number of registrations for this activity, we opted for a digital marketing strategy. Information and booking process for the camp were gathered in a post on the ELCAMM blog, which acted both as landing and conversion page to which a series of sponsored posts published on Meta social networks would lead to.

                      Following ELCAMM's branding guidelines, I designed and animated one of the most important assets for leads conversion: a promotional video published on Meta's social networks as a sponsored post.

                      VIDEO

                      The video's key narrative was based on comparing what a week of summer sounds like with children (noise, chaos, endless play) vs. without children (peace, quietness, silence, holidays). This video aimed directly to the need that all parents have to get rid, from time to time, of their offspring in order to enjoy a bit of quality time for them.

                      PROJECT
                      CREDITS

                      STAFF
                      Art direction Narita, Alejandro Lévar
                      Design Alexis Cruzado
                      Video edition Alexis Cruzado
                      TOOLS
                      Design Adobe Photoshop
                      Video edition Adobe Premiere Pro

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