I have run my freelance and consulting business for close to 15 years. I love helping people develop their brands visually. I'll never forget my first client, they never paid me. I had done a ton of packaging concepts and he didn’t like any of them, so he decided he was not going to pay for anything he was not going to use. I guess the hours I spent crafting my masterpiece, practicing my presentation and printing the artwork on glossy paper no less (looking at the designs now I would be embarrassed too show anyone) was worthless. That’s when I decided this was the industry for me! :)
My next client was a referral. I was designing automotive ads and mailers for dealerships on the West Coast. I designed for San Diego, Los Angeles all the way up to Oregon and Seattle. Then the recession hit and business took a dip. People were not doing mailers, postage was too much. Matamala Design (the name of my business at the time) was on the decline. Well that client, my referral decided to do online advertising. 16 years later, we do emails, digital ads, E-books & website updates. The times have changed. They evolved with the times.
One of the hardest things as a designer is to design for themselves. I’ve had school projects where you needed to design your brand, design your identity & build your logo. I must have done over 100 different versions of my logo/brand and I’ve hated every one, until now.
I finally did it!
I love my new logo. Clean, modern, typographic, sexy (yes, I think typography is sexy)
And yes I did design it.
It’s based off of the typeface Museo Sans designed by Jos Buivenga. Years ago a junior designer introduced me to the typeface at an agency during my love affair with Proxima Nova, I always thought it was a great font. I manipulated the bar in the capital A to give the logo a little motion. I adjusted kerning on the letterforms.
That’s my Identity until its time to evolve again!
My friend, Hector Ojeda has known me for over 15 year, when I served in the United States Marine Corps. Over the years we have been friends. He started doing some fantastic photography and I took immediate notice!. We started chatting and he is planning on opening up his own photography business. He does great work. I designed a business card as he develops his business. He has built quite a following on Instagram.
You can see his work on instagram: https://www.instagram.com/hector__ojeda/
Here is some of his work!
I got to work on a great project! It was a huge digital sign. It was a 10 second video that looped. It was fun to see the design on the Vegas Strip. It was for a tradeshow and it drove traffic to the booth for a Yeti cooler give away. Below are a couple of photos:
This has been a crazy month. My company hired an agency last summer to rebrand itself and all of its product brands. I am part of implementing the updated look, almost evolving the brand and implementing it in our digital and print communications. At first I was not wild about the brand development but there is a slick cohesiveness and a sophistication I am enjoying. Here are a couple of projects I have been working on.
I designed artwork for merchandise for a friend who is a professional wrestler. He is gearing up to go back on the road and wanted new a new t-shirt for promotion. I take on fun projects like this to experiment. It keeps me loose and lets me try out techniques I wouldn't normally use. I took an event photo taken in Arizona and emphasized the the flying knee with vector elements. The best part of the design process for me is to do the mock ups.
It has been a great start to the year! Yesterday I was out before dawn shooting and filming the sunrise in San Diego. I was at Spanish Landing by the airport with long time friend Neil Brouillette using my GoPro, Canon and even broke out my IPAD. It is so interesting to see the differences in quality and range. I was able to capture a timelapse of the sunrise with the GoPro that I'll be posting soon.
I've already earned some frequent flyer miles, I visited Atlanta for Drupal training and a week later I was in Chicago reviewing a tradeshow booth I helped create. I can't say I miss the snow! I walked the show to do a competitive analysis and I was impressed by some of the larger manufactures but there were many booths that lacked design and missed the opportunity for branding. We revamped the way we showcased the products and gave a modern twist in how we showed plumbing behind the wall.
I recorded a Facebook Live for AMA San Diego Content Marketing Special Interest Group. Frank Cowell of Elevator was the moderator and there was so much knowledge shared by the group. I picked up a couple of tips. It was fun to learn and network. The AMA San Diego is a great group!
Whew! I plan on staying in San Diego for a bit, keep my feet on the ground and start building campaigns. I get my media calendar for the year next week so time to enter creator mode!
I am friends with a professional wrestler, it’s true. He asked me to help him out on a t-shirt design. His persona is the American Kaiju, he wrestles for the Japanese elite and has made his debut in the USA. He is the champion in the Phoenix territory. He gave me a rough mock up of a concept for a T-Shirt he had. I put it together and did the prep work for production. I really like how the design turned out. I’ve got my eye on the design on the yellow T-Shirt!
Since joining the Holdrite Team, it has been really a great experience designing and building out the branding and advertising for their new HydroFlame Pro product line. We did a ton of print ads and posters but we also did a large number of digital campaigns.
Below are some samples of the work we did. We compared the features of HydroFlame Pro with the animal kingdom in an integrated print/digital campaign. We had customers fill out a survey to be entered in a drawing to win an all expense paid trip to the San Diego Zoo. We compared animals to the features of the product, it gave me the opportunity to play with an animal theme with a highly engineered presentation. We also got customer data which will drive future product development.
The highlight of my week was attending the CX Revolution hosted by the San Diego American Marketing Association. Jeofry Bean was the speaker and his expertise is on creating customer experience using data to guide your customer through the marketing funnel. He believes the customer experience starts way before the purchase, it is everything about your company or service. Using data to craft customer experience mirrors what designers and developers do when they construct user interface for websites.
It was a logical look at marketing, it was really cool to see how Jeofry connected the dots. I volunteer at the San Diego AMA and I designed the social media marketing campaign for the promotion. Here are a couple of pieces I worked on.