TRANSDISCIPLINA A/V

TRANSDISCIPLINA A/V

Branding + design for live music & visuals collective | 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.

As a close collaborator of the collective, my main tasks are to create the necessary advertising applications to spread the collective's events, as well as to design the key documents that communicate the project's 6 Ws (dossier, presskit) and help keeping its corporate image (brandbook) when applied in other groups' medias, such as brands and cultural institutions.

PROJECT
CREDITS

Art direction Alexis Cruzado, Alejandro Lévar
Logo design Pablo Pecino
Logo vectorization Alexis Cruzado
Design & illustration Alexis Cruzado
Web design & development Alexis Cruzado
Documents design & layout Alexis Cruzado
Motion graphics Alexis Cruzado

TRANSDISCIPLINA A/V Merchandising

TRANSDISCIPLINA A/V

Illustration + Graphic Design | 2018

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 getting some direct revenues for the Collective (and, at a same time, to spread its brand in the streets and within the main social networks), I was entrusted the creation of some merchandsing items, which were sold at every Transdisciplina A/V's events.

SOLUTIONS

Merchandising items - tote bags, T shirts, badges and stickers, printed by some local and trusty partners - were designed to be sold at Transdisciplina A/V's live events.

PROJECT
CREDITS

STAFF
Art direction Alexis Cruzado, Alejandro Lévar
Designs & illustrations Alexis Cruzado
Tote bags & t-shirts printing Gran Bengala
TOOLS
Designs (T-shirts, tote bags, badges, stickers) Adobe Illustrator

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

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

VS GAMERS Xmas 2019

VS GAMERS 2K19 XMAS

Art Direction, Graphic Design, Illustration | 2019

CONTEXT

There is nothing more unappealing for a centennial gamer than a classic Christmas sales campaign… But, what if we put Santa and the Three Wise Men to compete for VS Gamers fanbase's love through a contest? In which they'll be shown as vulnerable and longing for emotional support... And, to put the icing on the cake, what if in that contest we were giving away to VS Gamers fanbase a full gaming setup and special discounts on selected brands? Campaign's concept, set!

SOLUTION

Setting the campaign's tone was a work I shared with Atlas Informática Audiovisual Dept.: prior to start filming and designing anything, we decided how every character should look and act like in the push videos which would be the campaign's main assets: Santa, the magic man in a sorry state; the Three Wise Men, brothers in arms (and at permanent war).

APPLICATIONS

With a proper plot and both characters' and campaign's look & feel set, the main effort was to shoot a couple of videos for social media networks, which should act as a hook to funnel VS Gamer's fanbase and further audience to a landing page in which they could vote for the character they loved the most. To help pushing even more the difussion of this campaign, I designed too a wide set of banners and pictures to be published in blogs, websites and social media ads.

Santa promo video   click on pic

Kings promo video   click on pic

PROJECT
CREDITS

STAFF
Art direction Marta Hita, Daniel Ortiz, Alexis Cruzado
Characters design Daniel Ortiz, Fran Pezzo, Alexis Cruzado
Conceptual design & illustration Alexis Cruzado
Design application Fran Pezzo, Daniel Ortiz, Alexis Cruzado
Web design Alexis Cruzado
Web development Antonio Baena
Motion graphics Alexis Cruzado
Promo videos Daniel Ortiz
Video shootings Daniel Ortiz, Fran Pezzo
Video postproduction Daniel Ortiz
Characters photoshootings Fran Pezzo
Characters photos edition Fran Pezzo
TOOLS
Visual concept (characters, letterings, colour palette) Adobe Illustrator | Adobe Photoshop
Characters photos Adobe Lightroom | Adobe Photoshop
Motion graphics Adobe Photoshop | Adobe After Effects
Videos Adobe Premiere Pro | Adobe After Effects
Landing page design Adobe Photoshop
Landing page development Bootstrap | Visual Studio | HTML5 | CSS3 | JavaScript

GIANTS GAMING Streetwear

GIANTS GAMING STREETWEAR

Clothings Design | 2019

CONTEXT

In early 2019, Giants Gaming CEOs asked me for visual creative ideas which could beat up the regular esports merch products' design and target audience. My suggestion was that Giants Gaming's merch and apparel should stop being targeted just to young teenage men, and start being broaden up with a streetwear clothes line both for men and women - from teens to fourtysomes.

SOLUTION

Guided by the keen advising from our partner in this project (a reputed European clothes manufacturer) and the total creative freedom I was given, I detourned Giants Gaming former logo into several clothing ideas, laying the best results in a lookbook which contained five possible and very different clothes lines. This broad starting point was polished later during the following couple of months, by meeting hardcore gamers Giants Gaming’s staff ideas & insight.

GIANTS GAMING STREETWEAR | Lookbook [onclick]

APPLICATIONS

From the whole set of ideas I drafted, the simplest yet smartest concepts were chosen and applied in high quality t-shirts - the logo strap made in velvet - and a polo-shirt - meant for a more senior audience.

PROJECT
CREDITS

STAFF
Art direction Beatriz Luque, Alexis Cruzado
Conceptual design (lookbook) Alexis Cruzado
Design application Alexis Cruzado & Giants Gaming
Motion graphics Alexis Cruzado
Photos Giants Gaming
TOOLS
Lookbook design Adobe Photoshop | Adobe InDesign
T-Shirts design Adobe Illustrator
Motion graphics Adobe Photoshop | Adobe After Effects
Photos Adobe Lightroom | Adobe Photoshop

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

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

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

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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