Ulises Aguilera

In Graphic Design II, I was assigned a major project to redesign the brand identity of a local business I personally support. I chose “Cafe Con Leche,” a coffee shop located in Hollister, CA. The project involved in-depth research on the business, including its background, core values, competitors, target audience, and overall strengths and weaknesses. I designed a new logo, a business system, magazine advertisements, and curated both a color palette and a type palette. Throughout the semester, I met occasionally with my professor for feedback and guidance on improving my work. The project concluded with a final presentation showcasing the entire design and documentation process.

For my final project in Typography II, I was tasked with designing and printing a complete magazine. The project required a front and back cover, a table of contents, 3-4 articles, relevant images, and a colophon. The goal was to deepen my understanding of Adobe InDesign, publishing workflows, grid systems, visual hierarchy, and working with typography and imagery. For my concept, I created a high-quality, music-focused magazine that explores issues within the music industry. Aside from the images featured in the selected articles, I contributed original artwork related to music to further enrich the visual narrative. Through this project, I gained hands-on experience with advanced InDesign features such as creating templates, setting up paragraph/character styles, using the typography workspace, linking content, and preparing files for print using the packaging process.

In Interactive Design I, I was responsible for developing a user-friendly login/signup sequence for a scheduler app designed specifically for baristas. The app’s primary functions included allowing employees to view their pay stubs, schedules, and a list of active team members. Throughout the semester, I learned more about UX/UI, which encompassed the creation of empathy maps, user personas, site maps, wireframes, and interactive prototypes. A significant portion of the course involved having biweekly interviews with a targeted user group to inform and refine my design choices. By the end of the project, I had developed a strong visual identity, including a new logo, color palette, and typographic system. As a result, I completed a well-rounded project and gained a deeper understanding of UX/UI principles.

In Graphic Design I, I was tasked with creating a poster for either an educational or cultural event. I chose the “Day of the Dead Celebration in Santa Monica” because I wanted to honor the significance of the holiday while also creating something visually appealing. Before beginning the creative process, I had to research the event and write a brief summary to ensure I fully understood its meaning. We had the option to use two out of four design approaches—illustration, typography, photography, and abstract. I picked illustration and typography to challenge myself in blending both elements into a cohesive and impactful design. I put forth my best effort within the time constraints to produce a meaningful poster.

In this project, I worked with a real client who was seeking a new logo for his coffee shop, "Topless Java.” The assignment held added significance, as the client offered a monetary prize to the student whose design best captured his vision.Following the client’s initial brief, I sketched multiple logo concepts that aligned with his brand identity and aesthetic preferences. While feedback was minimal, which presented a challenge, I relied on visual exploration to refine my ideas. After a round of revisions, the client responded positively to one of my concepts. Although I did not win first place, the client appreciated my work and offered a small compensation in exchange for rights to the selected design.

I had the opportunity to work with an up-and-coming electrician company based in San Jose, California, to create a mascot. Through collaborative meetings and remote work, I successfully designed a visually striking mascot that resonated with the brand's identity. The project came to an end with fully satisfied clients, showcasing my ability to deliver high-quality work.