Autor: ALEXEI! prrmb!

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

MATTEL Product Pages

    MATTEL PRODUCT PAGES

    Web Design | 2022

    [CONTEXT]   |   [SOLUTION]   |   [UI/UX]   |   [CREDITS]

    CONTEXT

    Mattel, Inc. is the creator of some of the most iconic toys in history, as well as a company in a perpetual search for new market niches in which to offer its own products or those developed in collaboration with other companies, when a consumer audience eludes their scope. That is why, after focusing on the gaming niche, Mattel relied on Krom Gaming to develop a collection of peripherals branded with two of its flagship brands: Hot Wheels and Barbie.

    SOLUTION

    A strategy of marketing comms was devised to help advertising and promoting the offline and online selling of this collection of products. To create a landing page for each product was a crucial task I was entrusted by Mattel Iberia Marketing Department.

    UI/UX CONCEPT

    Following the brand guidelines I set for Krom Gaming's Hot Wheels and Barbie licensed products, I created a landing page for each product. The UI/UX concept applied is simple: turning the web interface into a window where each product's design and its most outstanding functionalities are shown with eye-catching detail.

    UI DESIGN

    These landing pages were created using the tools provided by a custom made web CMS. Parallax scroll, hotspots and alternating between pictures of isolated product vs. product placed in a context of use were the main techniques to build that visual narrative.

    MATTEL | Khali landing page | Desktop UI Design

    MATTEL | Khali landing page | Mobile UI Design

    MATTEL | Kandy landing page | Mobile UI Design

    MATTEL | Kandy landing page | Desktop UI Design

    MATTEL | Kanyon landing page | Desktop UI Design

    MATTEL | Kanyon landing page | Mobile UI Design

    MATTEL | Key Pro landing page | Mobile UI Design

    MATTEL | Key Pro landing page | Desktop UI Design

    MATTEL | Kustom landing page | Desktop UI Design

    MATTEL | Kustom landing page | Mobile UI Design

    PROJECT
    CREDITS

    STAFF
    Art direction Alexis Cruzado
    Web design Alexis Cruzado
    Web development Dan Algarra, José Ramón Gaitán, Antonio Baena
    TOOLS
    Web design Adobe Photoshop | Sublime Text
    Web development Bootstrap | Visual Studio | HTML5 | CSS3 | JavaScript

    TERRITORIO EXPANSIVO Website

      TERRITORIO EXPANSIVO

      Web Design | 2023

      [CONTEXT]   |   [SOLUTION]   |   [UI/UX]   |   [CREDITS]

      CONTEXT

      Founded in Malaga in 2017, Territorio Expansivo is a socio-cultural association that uses the Living Arts (theatre and dance) as a tool for the education and development of self-knowledge and self-esteem of adolescents and groups at risk of social exclusion.

      SOLUTION

      Territorio Expansivo needed a website to publicise its mission, as well as the content and experiences created in each of its actions. Moreover, being a project closely linked to fieldwork, the website had to reflect the collective's relationship with the socio-geographical territory of the city of Malaga.

      UI/UX CONCEPT

      I designed a website whose visual design revolves around the key concept "Map", thus envisioning the websiste, on one hand, as a cartographic index of the actions carried out by the collective in the territory of Malaga; on the other hand, as a visual atlas where you can see the artistic networks created through the years, thanks to the socio-cultural actions of Territorio Expansivo.

      TERRITORIO EXPANSIVO | Website layout & navigation demo | Browse the website

      UI DESIGN

      Although it is made with WordPress, this website is completely custom designed: no templates were used. Instead, I first made a prototype in Figma whose design, once approved - after a couple of iterations -, I turned into a functioning website using WordPress as the framework and HTML5 plus CSS3 as the main tools to make the proposed solution a reality.

      TERRITORIO EXPANSIVO | UI Design Home

      TERRITORIO EXPANSIVO | UI Design About Us section

      TERRITORIO EXPANSIVO | UI Design MAP 01: Collective’s past actions

      TERRITORIO EXPANSIVO | UI Design Action post page

      TERRITORIO EXPANSIVO | UI Design Press and News section

      TERRITORIO EXPANSIVO | UI Design MAP 02: spaces that have held Collective’s past actions

      TERRITORIO EXPANSIVO | UI Design MAP 03: groups that have collaborated w/ Collective’s past actions

      TERRITORIO EXPANSIVO | UI Design MAP 04: theatre companies that have collaborated w/ Collective’s past actions

      TERRITORIO EXPANSIVO | UI Design MAP 05: artists that have collaborated w/ Collective’s past actions

      PROJECT
      CREDITS

      STAFF
      Art direction Alexis Cruzado
      Web design Alexis Cruzado
      Web development Alexis Cruzado
      TOOLS
      Web design Figma
      Web development WordPress | PHP | jQuery | HTML5 | CSS3 | JavaScript

      TRANSDISCIPLINA A/V Website

        TRANSDISICPLINA A/V

        Web Design | 2017

        [CONTEXT]   |   [SOLUTION]   |   [UI/UX]   |   [CREDITS]

        CONTEXT

        Transdisciplina A/V is an audiovisual collective that, since 2016, curates live events in which generative art, electronic music and live visuals merge live.

        In addition to its profiles on social networks, the project needed its own website, a personal space from which to promote its events and allow a simple booking method.

        SOLUTION

        I solved the problem by designing a website that, on one hand, tells what the Transdisciplina project is; on the other hand, it is also a space where the collective can promote its events, offering a simple tickets booking system for the public interested in attending the shows.

        UI/UX CONCEPT

        The visual design guidelines for this project were grounded on simplicity, both for UI design and user experience. Thus, I created a single-page website, based on a dark and suggestive palette of colours in which text and digital collages - made with photos taken from some collective's live events - merge in a seamless scrolling experience.

        TRANSDISCIPLINA A/V | Website layout & navigation demo | Browse the website

        UI DESIGN

        Although it is made with WordPress, this website is completely custom designed: no templates were used. Instead, I first made a prototype whose design, once approved - after a couple of iterations -, I turned into a functioning website using WordPress as the framework and HTML5 plus CSS3 as the main tools to make the proposed solution a reality.

        PROJECT
        CREDITS

        STAFF
        Art direction Alexis Cruzado, Alejandro Lévar
        Web design Alexis Cruzado
        Web development Alexis Cruzado
        TOOLS
        Web design Adobe Photoshop
        Web development WordPress | PHP | jQuery | HTML5 | CSS3 | JavaScript

        BIKTOR KERO Website

          BIKTOR KERO

          Web Design | 2017

          [CONTEXT]   |   [SOLUTION]   |   [UI/UX]   |   [CREDITS]

          CONTEXT

          Film post-production and VFX specialist Biktor Kero established himself as a freelancer in 2016, after a decade working in several companies' Audiovisual Department. A personal brand plus a website - where to display his portfolio and services - was badly needed to help him kickstart this adventure.

          SOLUTION

          The visual design guidelines for this project were set towards Biktor's main request: to have something simple, yet attractive and polished. On that grounds, I created a single-page portfolio website, based on a restricted palette of colours and fonts.

          UI/UX CONCEPT

          The UI/UX main goal in this web project was to display the info about Biktor - his biography and portfolio of works - in the best possible way. Thus, copywriting played a vital role, not only in setting the tone for Biktor's personal brand, but also in generating a seamless, flowing narrative that offered a clear view of his professional scope and experience in a two-minute read.

          Although this website is no longer online, there is a video demo which shows what browsing the web page looked like:

          BIKTOR KERO | Website layout & navigation (demo)

          UI DESIGN

          This website's UI was based on a Bootstrap template, whose structure and appearance I modified extensively - using HTML5 and CSS3 - to make it fit with the copywriting narrative tempo.

          PROJECT
          CREDITS

          STAFF
          Art direction Alexis Cruzado
          Web design Alexis Cruzado
          Web development Alexis Cruzado
          TOOLS
          Web design Adobe Photoshop
          Web development Bootstrap | Sublime Text | HTML5 | CSS3 | JavaScript

          RAKESH B. NARWANI Website

            RAKESH B. NARWANI

            Web Design | 2012

            [CONTEXT]   |   [SOLUTION]   |   [UI/UX]   |   [CREDITS]

            CONTEXT

            Film producer, director, scriptwriter and long time friend Rakesh B. Narwani asked me, back in 2012, to collaborate in a very personal project: the creation of a professional website, where he could show both his portfolio and services.

             

            SOLUTION

            The clear and vintage visual concept applied in this project revolved around Rakesh's passion for classic cinema and his main professional scope: screenplay writing.

            UI/UX CONCEPT

            Following the brand guidelines I set for this project, this website was designed using just one color and two typefaces, consistent with Rakesh's professional scope: the typewriter-like font for the film scriptwriter; the widely used - in film posters and credits rolls - sans font for the director.

            Although this website is no longer online, there is a video demo which shows what browsing the web page looked like:

            RAKESH B. NARWANI | Website layout & navigation (demo)

            UI DESIGN: WEBSITE SECTIONS

            With a clean and simple design, inspired on the classic film scripts’ look – typewriter font on white background -, this website was a bespoked work, in terms of design and coding.

            RAKESH B. NARWANI | UI Design Home

            RAKESH B. NARWANI | UI Design About Me section

            RAKESH B. NARWANI | UI Design Services section

            RAKESH B. NARWANI | UI Design Portfolio section

            RAKESH B. NARWANI | UI Design Contact section

            RAKESH B. NARWANI | UI Design Blog section

            RAKESH B. NARWANI | UI Design Blog post

            PROJECT
            CREDITS

            STAFF
            Art direction Fermín Pérez, Alexis Cruzado
            Web design Alexis Cruzado
            Web development Fermín Pérez
            TOOLS
            Web design Adobe Fireworks | Adobe Photoshop
            Web development WordPress | PHP | jQuery | HTML5 | CSS3 | JavaScript

            KAI VISUALUTIONS Website

              KAI VISUALUTIONS

              Web Design | 2012

              [CONTEXT]   |   [SOLUTION]   |   [UI/UX]   |   [CREDITS]

              CONTEXT

              Kai Visualutions was a company founded by Marta Pavón and Maikel Ramírez. They made a name in the Málaga film scene over time but, in 2011, it was just a recently launched film production services business: from hiring freelance professionals and finding shooting locations, to helping with bureaucratic paperwork, they solved in advance all the needs and problems of a film shoot.

              SOLUTION

              A solid branding plus a website - where they could show both their portfolio and services - were badly needed to help Kai Visualutions to stand out from their local competitors. Creative inspiration to solve this problem was drawn from Kai Visualution's core values.

              UI/UX CONCEPT

              Following the brand guidelines I set for this project, the UI/UX concept for Kai Visualution's website design was inspired in the travelling camera cinematic move, which I applied to the navigation transitions in between sections for both its desktop and tablet versions.

              Although this website is no longer online, there is a video demo which shows what browsing the web page looked like:

              KAI VISUALUTIONS | Website layout & navigation (demo)

              UI DESIGN BREAKDOWN

              This website was an original and absolutely bespoke project: it belongs to a time when web templates and Bootstrap were not as widespread as they are nowadays. Quirky as it may seem today, the entire website was built on a huge "map" in which each section was a stop. Thus, when browsing the website, the user actually "travelled" through it.

              PROJECT
              CREDITS

              STAFF
              Art direction Fermín Pérez, Alexis Cruzado
              Web design Alexis Cruzado
              Web development Fermín Pérez
              TOOLS
              Web design Adobe Fireworks | Adobe Photoshop
              Web development WordPress | PHP | jQuery | HTML5 | CSS3 | JavaScript

              T#22 Motion Poster

                T#22

                Graphic Design & Illustration. Motion Graphics | 2023

                CONTEXT

                Transdisciplina A/V is an audiovisual collective that, since 2016, curates live events in which generative art, electronic music and live visuals merge live. To help promoting online and offline the celebration of their 2023 first event, I was entrusted the design of its main advertising application: an original poster.

                SOLUTION

                The creative process towards the final poster for Transdisciplina A/V's 22nd edition was not easy: the two initial proposals I submitted were rejected, despite their elaborate appearance and ambitious themes. These were two:

                CONCEPT #01
                aka Layers

                Concept #01 mixes music technology (pad controller) and avant-garde technology (augmented reality) in a view where an imaginary software starts running, so to display the event's lineup info as if it were contained in AR layers.

                CONCEPT #02
                aka Fingers

                Concept #02 displays each artist's info as if "drawn" by an imaginary finger, in a proposal which combines the usability of a smartphone / tablet (digital world) with the experience of direct drawing on a surface without using any other tool (physical world).

                The creative solution for this project came from  empowering the client, an uncommon practice which proved to be very effective in this particular case.

                APPLICATIONS

                The definitive poster was made through a collaborative work process, in which we all contributed to its final design. From the resulting static composition, I developed a motion graphics version for social networks, based on two thematic axes:

                01. The all-seeing eye
                On one hand, this project is based on the voracious desire of our eyes to take in everything, whether watching from the central tower of Bentham's Panopticon or looking inside Jorge Luis Borges' Aleph.

                02. Entertainment culture
                On the other hand, the project revolves around the insane speed of this phygital and audiovisual landscape we call Reality - and in whose infinite catalogue of stimuli we try to stand out with the works and gestures we create from our own private Harlem.

                All this, together with Rob Clouth's music, gave life to an animated poster that had a great reach on social networks.

                PROJECT
                CREDITS

                STAFF
                Art direction Alexis Cruzado
                Design Alexis Cruzado, Alejandro Lévar
                Sound Rob Clouth
                Motion graphics Alexis Cruzado
                TOOLS
                Design Adobe Photoshop
                Motion graphics Adobe After Effects

                TRANSDISCIPLINA A/V Editions

                  TRANSDISCIPLINA A/V

                  Art Direction. Graphic Design + Illustration. Motion Graphics. Web Design + Development | 2017 - Present

                  CONTEXT

                  Transdisciplina A/V is an audiovisual collective that, since 2016, curates live events in which generative art, electronic music and live visuals merge live.

                  After their absolutely successful string of events in 2016, Transdisciplina A/V core members felt that some quality visual push was needed to help promoting louder and better the project. So, they called on my help to collaborate on this crucial task.

                  SOLUTION

                  To help improving the online diffusion of each event curated by the Collective - while, at the same time, enriching the project's branding narrative - I am entrusted the creation of an original and unique (audio)visual concept for each event, the which comes embodied in the main marketing comms of each event (print and motion poster plus social media images and short motion graphics clips).

                  APPLICATIONS

                  POSTERS  |  WEBSITE

                  In addition to a website and merchandising items, from the 6th edition to the present day I have designed a bespoke poster for each event curated by the collective, made of clear and clean typographic compositions over glitchy backgrounds, moving in sync motion with a musical mix made with tracks and sounds from the artists invited to each edition.

                  APPLICATIONS

                  POSTERS  |  WEBSITE

                  Using WordPress and enough HTML5 and CSS3 to customize several details, I designed and developed a landing page for the Transdisciplina A/V collective. Through the page you can find all the relevant info about the project, as well as book tickets for any of their live music and visuals events.

                  TRANSDISCIPLINA A/V | Website browsing: click on pic | [visit online]

                  PROJECT
                  CREDITS

                  STAFF
                  Art direction Alexis Cruzado, Alejandro Lévar
                  Design & illustration Alexis Cruzado
                  Motion graphics Alexis Cruzado, Biktor Kero (on T#10 Poster)
                  Web design & developing Alexis Cruzado
                  TOOLS
                  Design & illustration Adobe Illustrator | Adobe Photoshop
                  Motion graphics Adobe After Effects
                  Web design Adobe Photoshop
                  Web developing WordPress | PHP | jQuery | HTML5 | CSS3 | Javascript

                  BOOMBOX Motion Graphics

                    BOOMBOX

                    Illustration & Motion Graphics | 2016

                    CONTEXT

                    BoomBox was an itinerant audiovisual project that multimedia artist Azael Ferrer conceived to tour cities, festivals and unconventional spots with a ludical device, made to make everyone that came across its path get evaded from the limited and boring experience of urban spaces.

                    BOOMBOX | Official logo

                    BOOMBOX | Logo variations (left to right):
                    Sound System | Art Installation | Party Maker
                    Open Stage | Dance Floor | Lightbox

                    SOLUTION

                    A promo video was needed to help introducing the project to festivals and cultural institutions: sound systems are neither common nor easy to explain outside certain underground cultural scenes and cities. The video would also serve as an audiovisual asset to be published on social media and thus generate some traffic around the BoomBox project and its (now, offline) website.

                    APPLICATIONS

                    Using as a base the footage of a BoomBox tour through the city, I added layers of informative text about the project, plus a motion graphics intro generated from a simple pair of original typographic illustrations I made for this project's marketing application.

                    PROJECT
                    CREDITS

                    STAFF
                    Art direction Alexis Cruzado
                    Illustration Alexis Cruzado
                    Motion graphics Alexis Cruzado
                    Video recording Marina M Luna
                    Video edition Victor Meliveo
                    TOOLS
                    Illustration Adobe Illustrator
                    Motion graphics Adobe After Effects
                    Video edition Adobe Premiere Pro

                    NOLAPTOP FEST 2022 Edition videos

                      NOLAPTOP FEST

                      Graphic Design & Illustration. Motion Graphics | 2022

                      CONTEXT

                      NolaptopFest is a small festival that organizes workshops and launches live electronic music and visuals acts, all of them generated exclusively with analogue tools. Since its first edition, this experiences have been curated by its mastermind, Chinowski Garachana.

                      After the 2020-2021 years gap (due to the COVID crisis), a collection of short motion clips for social media platforms were needed, so to help promoting more extensively the 2022 edition.

                      SOLUTION

                      Following the brand guidelines of the project and taking the video's assets from the official poster of the 2022 edition, a clip was made for each artist selected for the event, plus a motion adaptation of the official poster into an Instagram post and an Instagram story short clip.

                      APPLICATIONS

                      During the ten days prior to the event, a video of each artist was published every day on social networks, along with brief information about their work and links to their website and social networks (Bandcamp, Vimeo, etc.). These short videos, together with the planning and writing of the action, attracted a larger audience than in previous editions, proving that this strategy was really effective.

                      NOLAPOTP FEST | 2022 edition motion clips (click on the thumbnails to watch the videos)

                      NOLAPTOP FEST 2022 | Official poster adaptated to Instagram Post

                      NOLAPTOP FEST 2022 | Official poster adaptated to Instagram Story

                      PROJECT
                      CREDITS

                      STAFF
                      Art direction Alexis Cruzado
                      Design & Illustration Alexis Cruzado
                      Motion Graphics Alexis Cruzado
                      Assets Chinowski Garachana, Bacterio Electron, various authors
                      TOOLS
                      Design & Illustration Adobe Photoshop
                      Motion Graphics Adobe After Effects

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