Doctors Who Create

ELEVAR is a rebranding project for the Greater Philadelphia Hispanic Chamber of Commerce (GPHCC?) as a lockup identity

The Greater Philadelphia Hispanic Chamber of Commerce

Music has been an important part of my life since my childhood, and girl groups hold a very special place in my heart for their songs about love, independence, and belief in oneself. One such group from the K-Pop scene of South Korea epitomized these themes, paving the way for all-girl groups that would come after.

Existing Branding

Overview

Established in 1990, the Greater Philadelphia Hispanic Chamber of Commerce (GPHCC) is a not-for-profit organization devoted to promoting the advancement and economic growth of Hispanic businesses and professionals in the greater Philadelphia region. We accomplish this through educational programs, a broad range of services, and special events. The GPHCC proactively serves a diverse membership—consisting of entrepreneurs, Latino businesses, Latino professionals, corporations, and government—with the overriding goal of helping these critical constituencies capitalize on the many opportunities their diversity, enhanced by our Latino multicultural mix, offers.

Mission

To develop, promote and advocate for Hispanic business in the Greater Philadelphia region while encouraging the advancement and economic growth of the Hispanic community.

Vision

To be recognized as the premier resources organization and voice servicing Hispanic businesses as well as the major force of positive change in the Latino business community

The Greater Philadelphia Hispanic Chamber of Commerce is currently represented with a circular logo of what seems to be a resounding sound wave accompanied by the name in partially tracked type then bolded larger pt. font size.

Existing Website Presence

A massive storm, with a death toll higher than that of Katrina, hit Puerto Rico in September 2018. This force of nature was hurricane Maria, and it killed over 3,000 United States citizens. However, rather than headlines describing us as a people in need, I only saw phrases like “foreigners”, “immigrants”, and “freeloaders” to name a few.

People here in the states did not realize we as Puerto Ricans, like them, were in fact United States citizens. This massive ignorance was further empowered by the many tweets and discussions by Donald Trump, who disrespectfully stated

“Puerto Rico is one of the most corrupt places on earth.”

I was distraught as a Puerto Rican. I was infuriated as a Latino. I was driven as a graphic designer. This harrowing series of events led to my creation of Vené, an online store dedicated to the representation and education of Latin culture, beginning with Puerto Rican culture.

A massive storm, with a death toll higher than that of Katrina, hit Puerto Rico in September 2018. This force of nature was hurricane Maria, and it killed over 3,000 United States citizens. However, rather than headlines describing us as a people in need, I only saw phrases like “foreigners”, “immigrants”, and “freeloaders” to name a few.

People here in the states did not realize we as Puerto Ricans, like them, were in fact United States citizens. This massive ignorance was further empowered by the many tweets and discussions by Donald Trump, who disrespectfully stated

“Puerto Rico is one of the most corrupt places on earth.”

I was distraught as a Puerto Rican. I was infuriated as a Latino. I was driven as a graphic designer. This harrowing series of events led to my creation of Vené, an online store dedicated to the representation and education of Latin culture, beginning with Puerto Rican culture.

Font Exploration

Merchandise

Working from reference provides a strong platform to build upon. Although, I believe as a designer we sometimes need to strip away the safety of a balanced experience in order to provoke the truest emotions and convey purer messages.

In my process I embark on a journey of discovering what the piece wants to become, and how I want to communicate that identity with the tools afforded to me. In the process of creating DARA, I sketched around the form of the model and captured an exact likeness. Then I worked to pull away elements that hindered the experience, while elevating some that would aid in provoking the desired emotions.

Below you will see the development period, and follow visually with me as I made decisions to remove and alter the piece.

Application examples

A massive storm, with a death toll higher than that of Katrina, hit Puerto Rico in September 2018. This force of nature was hurricane Maria, and it killed over 3,000 United States citizens. However, rather than headlines describing us as a people in need, I only saw phrases like “foreigners”, “immigrants”, and “freeloaders” to name a few.

People here in the states did not realize we as Puerto Ricans, like them, were in fact United States citizens. This massive ignorance was further empowered by the many tweets and discussions by Donald Trump, who disrespectfully stated

“Puerto Rico is one of the most corrupt places on earth.”

I was distraught as a Puerto Rican. I was infuriated as a Latino. I was driven as a graphic designer. This harrowing series of events led to my creation of Vené, an online store dedicated to the representation and education of Latin culture, beginning with Puerto Rican culture.

A massive storm, with a death toll higher than that of Katrina, hit Puerto Rico in September 2018. This force of nature was hurricane Maria, and it killed over 3,000 United States citizens. However, rather than headlines describing us as a people in need, I only saw phrases like “foreigners”, “immigrants”, and “freeloaders” to name a few.

People here in the states did not realize we as Puerto Ricans, like them, were in fact United States citizens. This massive ignorance was further empowered by the many tweets and discussions by Donald Trump, who disrespectfully stated

“Puerto Rico is one of the most corrupt places on earth.”

I was distraught as a Puerto Rican. I was infuriated as a Latino. I was driven as a graphic designer. This harrowing series of events led to my creation of Vené, an online store dedicated to the representation and education of Latin culture, beginning with Puerto Rican culture.

Website Design

Overview

Established in 1990, the Greater Philadelphia Hispanic Chamber of Commerce (GPHCC) is a not-for-profit organization devoted to promoting the advancement and economic growth of Hispanic businesses and professionals in the greater Philadelphia region. We accomplish this through educational programs, a broad range of services, and special events. The GPHCC proactively serves a diverse membership—consisting of entrepreneurs, Latino businesses, Latino professionals, corporations, and government—with the overriding goal of helping these critical constituencies capitalize on the many opportunities their diversity, enhanced by our Latino multicultural mix, offers.

Mission

To develop, promote and advocate for Hispanic business in the Greater Philadelphia region while encouraging the advancement and economic growth of the Hispanic community.

Vision

To be recognized as the premier resources organization and voice servicing Hispanic businesses as well as the major force of positive change in the Latino business community

Elevar Ad Spot

Music has been an important part of my life since my childhood, and girl groups hold a very special place in my heart for their songs about love, independence, and belief in oneself. One such group from the K-Pop scene of South Korea epitomized these themes, paving the way for all-girl groups that would come after.

Iterations

DARA is a vector illustration based on Sandara Park, known to all her fans as Dara, who made a surprising return herself in Park Bom’s music video for Spring. At the time of the song’s debut, Dara had not released any music of any kind since the group’s disbandment. That was three years of nothing but modeling and acting appearances on her part, so when she appeared here it meant a lot to the fans.

Clothed in a burning crimson suit jacket, Dara had a forlorn look-conveying all of the pain that fans worldwide struggled with. It was a slow-burning experience to watch Park Bom be the target of ridicule as she was apprehended back in 2015 for unknowingly transporting medication for her ADHD from Korean news outlets and fans alike, accusing her of smuggling her ADHD medication into the country.

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