Categoría: Branding

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

    NOLAPTOP FEST Project

      NOLAPTOP FEST

      Brand Design. Graphic Design & Illustration. Motion Graphics | 2017 - 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.

      SOLUTION

      Although I was given total creative freedom in my collab with this project, I felt that the festival image needed a little workaround. So, based on a glitch aesthetic (in line with the type of content of the festival), I redesigned the original branding of the project, structuring it with a simple but groundbreaking palette of colours and fonts.

      APPLICATIONS

      During two editions (2017 and 2019) I was entrusted with the creation of all the graphic applications needed for the online and offline promotion of each edition's live events and workshops. Posters (built upon a huge collection of pictures provided by Chinowski) were the main basis from where all the graphic adaptations for social networks and press derived from.

      EDITIONS
      2017  |  2019  |  2022

      EDITIONS
      2017  |  2019  |  2022

      EDITIONS
      2017  |  2019  |  2022

      PROJECT
      CREDITS

      CLIENT
      Teslaradio
      STAFF
      Art direction Alexis Cruzado
      Brand design Alexis Cruzado
      Posters design & Illustration Alexis Cruzado
      2017 Edition posters assets (photos) Chinowski Garachana, et al.
      2019 Edition posters assets (photos) Chinowski Garachana, Bacterio Electron, et al.
      2022 Edition posters assets (photos) Chinowski Garachana, Bacterio Electron, et al.
      TOOLS
      Brand design Adobe Illustrator
      Posters design & Illustration Adobe Photoshop
      Motion graphics Adobe Photoshop | Adobe After Effects

      BOOMBOX Project

        BOOMBOX

        Brand Design. Web Design. 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. The BoomBox was a mobile sound system built by the sculptor Fran Coronado and designed to house an autonomous light and sound projection system inside.

        SOLUTION

        In addition to a brand design, a dossier, a promo video and a website were needed to help explaining the project to festivals and cultural institutions: sound systems are uncommon outside certain underground cultural scenes and geographical areas - such as Oakland, London or Berlin. Therefore, I carefully bended every project's conceptual and visual detail towards a clear branding and communication strategy.

        APPLICATIONS

        Brand design   |   Dossier   |   Video   |   Website

        This brand is conceptually grounded on the idea that we are like islands. Watched from above, islands look like isolated dots, unconnexed and set apart from each other. As a mobile sound system, the BoomBox's mission was to trigger festive situations which made people come together through a lights and sound show.

        BOOMBOX | Brandbook [onclick]

        Logo variations

        Just as the BoomBox was a cube that gathered people around it with light & sound shows, I based the brand concept on the shape that results from putting a square into our three dimensional world: a hexagon, encircled by an array of dots, which represent a surrounding crowd of people approaching to it. Upon that scheme — and to complete the basic visual storytelling of the project, I designed a set of alternative versions of the logo, portraying every possible festive situation that could happen around the BoomBox.

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

        Brand design   |   Dossier   |   Video   |   Website

        Following the project's colourful, neon and playful (but clear) brand aesthetic, I designed a dossier explaining what the BoomBox project was about, which people were running it and how to contact them to book an event.

        BOOMBOX | Read dossier: click on pic

        Brand design   |   Dossier   |   Video   |   Website

        In order to help brands and cultural insititutions understanding what a BoomBox show was like, a video of its first urban drift was shot, the which I completed with a motion graphics intro, plus some short texts displayed along the clip just to give some extra quick insight about the project.

        BOOMBOX | Watch video: click on pic

        Brand design   |   Dossier   |   Video   |   Website

        Last but not least, a WordPress website was designed and developed, containing all these resources plus some extra information about the BoomBox project. Both dossier and branding (its application guide and assets) could be downloaded from a press and media section.

        BOOMBOX | Website browsing demo: click on pic

        PROJECT
        CREDITS

        CLIENT
        Azael Ferrer
        STAFF
        Art direction Alexis Cruzado
        Brand design Alexis Cruzado
        Brand applications Alexis Cruzado
        Dossier layout Alexis Cruzado
        Dossier copywriting Azael Ferrer, Alexis Cruzado
        Motion graphics Alexis Cruzado
        Video recording Marina M Luna
        Video edition Victor Meliveo
        Web design & developing Pablo Pineda, Alexis Cruzado
        Web copywriting Azael Ferrer, Alexis Cruzado
        TOOLS
        Brand design Adobe Illustrator
        Brand manual Adobe InDesign
        Dossier layout Adobe InDesign
        Motion graphics Adobe Illustrator | Adobe After Effects
        Video edition Adobe Premiere Pro
        Web design Adobe Photoshop
        Web developing WordPress | PHP | jQuery | HTML5 | CSS3 | JavaScript

        BIKTOR KERO Branding

          BIKTOR KERO

          Brand Design. Web Design & Development | 2017

          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 straightforward brand and a website, based on a restricted palette of colours and fonts.

          APPLICATIONS

          With a single colour and visual inspiration drawn from the distinctive look of celluloid film, I designed a logo as simple as effective in communicating Biktor's professional scope.

          As for the website, its UI was based on a Bootstrap template, whose structure and appearance I modified extensively to make it fit with the website's copywriting narrative tempo. 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: click here]

          PROJECT
          CREDITS

          CLIENT
          Biktor Kero
          STAFF
          Art direction Alexis Cruzado
          Brand design Alexis Cruzado
          Brand applications Alexis Cruzado
          Web design Alexis Cruzado
          Web development Alexis Cruzado
          TOOLS
          Brand design Adobe Illustrator
          Web design Adobe Photoshop
          Web development Bootstrap | Sublime Text | HTML5 | CSS3 | JavaScript

          KAI VISUALUTIONS Branding

            KAI VISUALUTIONS

            Brand Design & Web Design | 2012

            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.

            APPLICATIONS

            BRANDING   |   WEBSITE

            I designed a distinctive brand with a strong visual personality, based on the flexible shapes of the Tangram oriental puzzle and inspired by the company's claim, "We are the piece that you are missing" - which summarized their professional scope: to fix all the probs that can prevent a film production to be run smoothly.

            BRANDING   |   WEBSITE

            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. This resulted in an original and absolutely bespoke project: it belongs to a time when web templates utilisation was not as widespread as it is nowadays.

            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: click on pic]

            PROJECT
            CREDITS

            CLIENT
            Marta Pavón, Maikel Ramírez
            STAFF
            Art direction Fermín Pérez, Alexis Cruzado
            Brand design Alexis Cruzado
            Brand applications Alexis Cruzado
            Web design Alexis Cruzado
            Web development Fermín Pérez
            TOOLS
            Brand design Adobe Illustrator | Adobe Photoshop
            Brand manual Adobe InDesign
            Web design Adobe Fireworks | Adobe Photoshop
            Web development WordPress | PHP | jQuery | HTML5 | CSS3 | JavaScript

            RAKESH B. NARWANI Branding

              RAKESH B. NARWANI

              Brand Design. Web Design | 2012

              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 his personal brand, which I helped him define around some of his most defining traits, both as a person and a film author.

              SOLUTION

              The clear and vintage brand's visual concept revolves around Rakesh's passion for classic cinema and his main professional scope: screenplay writing.

              Thus, the tone and structure for his personal branding was built upon just one color and two typefaces, consistent with his background and profession: the typewriter-like font for the film scriptwriter; the widely used - in film posters and credits rolls - sans font for the director.

              APPLICATIONS

              Since this was a brand for an audiovisual creative, a basic stationery (letterhead, envelope and business card) was needed to meet everydays needs, along with a personal website in which to display Rakesh's core of services and professional portfolio.

              RAKESH B.NARWANI | Website [layout & navigation: click on pic]

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

              PROJECT
              CREDITS

              CLIENT
              Rakesh B. Narwani
              STAFF
              Art direction Fermín Pérez, Alexis Cruzado
              Brand design Alexis Cruzado
              Brand applications Alexis Cruzado
              Web design Alexis Cruzado
              Web development Fermín Pérez
              TOOLS
              Brand design Adobe Illustrator
              Brand applications Adobe Illustrator
              Web design Adobe Fireworks | Adobe Photoshop
              Web development WordPress | PHP | jQuery | HTML5 | CSS3 | JavaScript

              TRANSDISCIPLINA A/V Branding

                TRANSDISCIPLINA A/V

                Brand Visual Development | 2017

                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 the succesful string of 2016 season's events, its core members felt that some quality visual push (in particular, on its brand) was needed to help spreading the project. So, they called on my help to collaborate on this crucial task.

                SOLUTION

                Although the Collective's logo was not designed by me, I did its careful vectorization, so to ensure it could be perfectly displayed into any possible application - posters, websites, dossiers, invoices.

                APPLICATIONS

                To help preserving Transdisciplina A/V's corporate image, I designed a brief Brandbook meant to guide press media and institutions on how to apply the Collective's brand. Along came also a couple of documents - a Presskit and a Dosser - made to communicate the Collective's history and scope.

                PROJECT
                CREDITS

                CLIENT
                Transdisciplina
                STAFF
                Art direction Alexis Cruzado, Alejandro Lévar
                Logo design Pablo Pecino
                Logo vectorization Alexis Cruzado
                Documents layout (Brandbook, Dossier, Presskit) Alexis Cruzado
                TOOLS
                Logo design Adobe Illustrator
                Documents layout (Brandbook, Dossier, Presskit) Adobe InDesign

                VSPC

                  VSPC

                  Art Direction. Brand Design | 2019

                  CONTEXT

                  https://alexis.prrmb.com/wp-content/uploads/2020/01/versuspc_solutions_p4_b.png

                  By mid 2019, Versus PC CEOs made a decision: the brand should switch from selling powerful PCs to a sole niche - gamers - to a wider range of consumers, targeted under three different product lines - PCs for common people, for audiovisual creatives and for gamers. Not only a renaming was needed: also a brand restyling and a ecommerce were demanded to meet the project's needs.

                  SOLUTION

                  The visual design for this project was inspired in the bold simplicity of tech brands such as Apple, Mountain and Dell. Thus, the "Versus PC" brand name was shorted into "VSPC" and a set of three different rebranding propositions drafted, all sharing a common goal: to detach the brand from the regular gaming clichés, in order to make it appealing to its target buyers.

                  APPLICATIONS

                  By designing a simple and smart brand, I sought not only to make it attractive to its target consumers, but also easy for any VSPC staff member to apply it on any digital and physical media.

                  VSPC BRANDING | Brandbook [onclick]

                  MARKETING CAMPAIGN

                  To help introducing the brand to its target audience, an audiovisual marketing campaign for social media networks was accomplished, following a visual storytelling in which the products should be presented in spaces and situations familiar to each buyer persona - from those who just need a computer for daily small tasks, to the most demanding technical professionals, audiovisuals and hardcore gamers audiences.

                  PROJECT
                  CREDITS

                  CLIENT
                  VS Gamers, Atlas Informática

                  STAFF
                  Art direction                   Marta Hita, Alexis Cruzado
                  Brand design Alexis Cruzado
                  Brand application Alexis Cruzado, Beatriz Luque, Fran Pezzo
                  Web design & development Fran Pezzo
                  Photoshooting Fran Pezzo
                  Videos concept Daniel Ortiz, Marta Hita, Beatriz Luque, Carolina Bordés, Alexis Cruzado
                  Videos shooting Daniel Ortiz, Fran Pezzo
                  Videos postproduction Daniel Ortiz
                  TOOLS
                  Brand design Adobe Illustrator
                  Brand manual Adobe InDesign
                  Packaging Adobe Illustrator
                  Product photos Adobe Lightroom | Adobe Photoshop
                  Product videos Adobe Premiere Pro | Adobe After Effects

                  VersusPC

                    Versus PC

                    Brand Design | 2017

                    CONTEXT

                    https://alexis.prrmb.com/wp-content/uploads/2020/01/versuspc_previous_logo.png

                    Versus PC was a brand focused on a single marketing mission and niche: to build up powerful computers for gamers. During late 2017 I was entrusted its visual branding restyling, which looked a bit oddly and dull by that time.

                    Caption | Versus PC original & very 1st logo. Namely: my starting point

                    SOLUTION

                    Outcomes for this project were hard to get: several different restyling propositions were made upon the client's request, having each and everyone a distinctive visual code.

                    APPLICATIONS

                    After a couple of months working hard on a logo which could be applied into several different mediums and sizes without losing legibility, it was a cinch creating all the applications needed for Versus PC’s products - a metal badge, a packaging box - and marketing comms - a video for web and social media-.

                    Versus PC BRANDING | Brandbook [onclick]

                    PROJECT
                    CREDITS

                    CLIENT
                    VS Gamers, Atlas Informática
                    STAFF
                    Art direction Beatriz Luque, Dan Algarra
                    Brand design Alexis Cruzado
                    Brand application Alexis Cruzado, Beatriz Luque
                    Motion graphics Biktor Kero
                    TOOLS
                    Brand design Adobe Illustrator
                    Brand manual Adobe InDesign
                    Packaging Adobe Illustrator
                    Motion graphics Adobe Illustrator | Adobe After Effects | Cinema4D

                    ACE

                      ACE

                      Brand Design | 2017

                      CONTEXT

                      In 2018 the Spanish esports scene was very atomised and dispersed. Aware of this fact, the CEOs of Giants Gaming saw an opportunity to prevail - while helping to regulate the ecosystem: they created ACE ("Asociación Clubes Esports"), an association of Spanish esports clubs which encompass to this day the most important ones. But, in order to launch the project, a brand image and a website were required.

                      SOLUTION

                      I worked on the visual design of this project based on the idea that it should convey the feelings of the keywords - "uniformity", "strength", "unity", "success" - that I was given for its creative development. Thus, I presented two different yet similar - in their boldness and colour palette - logo proposals.

                      APPLICATIONS

                      Once the logo was chosen, I designed the most important corporate applications for the communication and marketing needs of the project: rollups, letterheads and email signatures.

                      Along with these corporate tools, I designed a website which, in addition to showing the associated clubs, was made to explain what ACE is and how to join the association

                      ACE BRANDING | Brandbook [onclick]

                      PROJECT
                      CREDITS

                      CLIENT
                      Asociación Clubes Esports
                      STAFF
                      Art direction Beatriz Luque, Dan Algarra
                      Brand design Alexis Cruzado
                      Brand application Alexis Cruzado
                      Web design & developing Dan Algarra
                      TOOLS
                      Brand design Adobe Illustrator
                      Web design Adobe Photoshop
                      Web development Bootstrap | Sublime Text | HTML5 | CSS3 | JavaScript
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