Rene Saldana - Graphic Design Student Portfolio

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2005 Student Portfolio from the Art Institute of California - Orange County

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Rene Saldana - Graphic Design Student Portfolio

  1. 1. Print Advertisement Jack Daniel’s Old Brand No. 7 Tennessee Whiskey Art Director/Designer/Copywriter/Photographer Rene Saldana Software Adobe Photoshop CS Quark XPress 6.5 Objective Position the product as the only authentic whiskey. Target 21 - 35 year old males. Competition Jim Beam Bourbon Whiskey. Strategy Envy Concept The competition has produced print ads that mock the product’s past advertisements. This ad will be an answer to the competition. Execution The main image is a visual pun. The headline states that others try to be Jacks and the claim justifies that the headline is really talking about the competition.
  2. 2. International Ad Campaign The 2005 Sundance Film Festival - World Cinema Competition Art Director/Designer/Copywriter/Illustrator Rene Saldana Software Adobe Photoshop CS Adobe Illustrator CS QuarkXPress 6.5 Objective To promote the World Cinema Competition. Target Filmmakers and movie-goers worldwide. Competition The Cannes, Melbourne, and Toronto Film Festivals. Strategy Exposure Concept To create a campaign that communicates the exposure of a lmmakers work and the exposure of the consumer to a di erent cinema experience. Execution One seamless lmstrip, in which each frame has a di erent translation and exposed individual.
  3. 3. Poster Durex Brand Latex Condoms Art Director/Designer/Copywriter/Illustrator Rene Saldana Software Adobe Illustrator CS Objective To promote safe sex and brand awareness. Target High School teenage males. Competition Trojan Brand Latex Condoms. Strategy How else can we tell you to WEAR PROTECTION? It’s okay to have fun, but remember to wear the proper protection before doing anything. Protection If used correctly, Durex brand latex condoms can reduce the risk of unwanted pregnancy, HIV (AIDS) and STDS. Concept Universally communicate the message in a fun and Fun & Safety. Hand in Hand. clever way. The main visual is dominant. It should be quick and memorable. A product shot should not be used as the main visual. Execution The universal symbol for sex is used with a twist. The right hand wears a latex glove for protection, before it meets with the other hand. It is a visual metaphor that promotes safe sex.
  4. 4. Want to be NUMBER ONE IN PERFORMANCE? Performax condoms have a climax control lubricant for extended performance. If used correctly, Durex brand latex condoms can reduce the risk of unwanted pregnancy, HIV (AIDS) and STDS. Fun & Safety. Hand in Hand. Consumer Ad Campaign Durex Brand Latex Condoms Art Director/Designer/Copywriter/Illustrator Rene Saldana Software Adobe Illustrator CS Objective To increase brand awareness and sales. Target High School teenage males. Competition Trojan Brand Latex Condoms. Strategy Protection (Variety) Concept Utilizing hand gestures, promote the existing types of condoms that Durex Brand Latex Condoms has in the same manner that they were used in the poster. Execution For each individual type of condom type, hands gestures alluding to the universal symbol for sex were used to portray a literal interpretation of the condom type. Extra Sensitive, Tropical Pleasure, and Performax Condoms are portrayed in their respective colors.
  5. 5. 1. 5. Logo Samples 2. 6. 1. BobMarley.com Logo for the Official Bob Marley Website. 2. e-Architects Logo for an online staffing agency for Architects. 3. Four-D Fragrance Logo for a cologne that targets streetwise kids. 4. The Roadkill Grill 3. 7. Logo for an outdoor restaurant in Colorado. 5. CMC Rescue Equipment Logo for a safety equipment supplier. 6. Decibel Records Logo for a record label. 7. Raven Software Logo for an internet based software retailer. 4.. 8. 8. D.J. Risky Entertainment Logo for an Orange County Disc Jockey.
  6. 6. 333 N. Pacific Avenue Santa Ana, CA 92703 (714) 791-1297 (714) 552-7709 josersoto@aol.com 333 N. Pacific Avenue Santa Ana, CA 92703 Corporate Stationary Risky Entertainment, Disk Jockey Art Director/Designer/Illustrator Rock en Español | Cumbias | Trance | Hip Hop PROFESSIONAL DISK JOCKEY Rene Saldana Jose Soto Elizabeth Guzman Software Rock en Español | Cumbias | Trance | Hip Hop Adobe Illustrator CS Objective (714) 552-7709 | (714) 791-1297 | josersoto@aol.com Create a brand identity for an Orange County DJ. Target English/Spanish speaking adults in Orange County. Competition Local disk jockeys in Orange County. Strategy Style Concept Create a logo identity with a style that is relevant to the disk jockey industry. Use similar elements in the design of the stationary system. Execution The grid-based icon style created by Mike Cina, a professional DJ, was influential in the creation of two customized typeface designs. An illustration of headphones was incorporated to the stationary to reflect the image of a disc jockey.
  7. 7. Direct Mail The Art Institute of California-Orange County All-Major Portfolio Review Culinary Arts Portfolio Review Art Director/Designer/Photographer Rene Saldana Software Adobe Photoshop CS Adobe Illustrator CS QuarkXPress 6.5 Objective Promote the Portfolio Reviews. Target Creatives and Chefs in Southern California. Strategy Visual Concept To create a visual representation of each portfolio show. A summary of the experience. Execution An aesthetically pleasing image of a broken X-Acto blade and spearmints. The graduates’ hard work is shown by the broken blade, just as a satisfying culinary experience is shown by the spearmints.
  8. 8. Product Box Design Konica Minolta Maxxum 5 - 35mm SLR Camera with 28-80 Kit Art Director/Designer/Illustrator Rene Saldana Software Adobe Photoshop CS Adobe Illustrator CS Objective To create a product box design for the Maxxum 5. Target Amateur photographers. Competition Nikon and Canon. Strategy Benefits Concept To create a design that reflects the unique selling points of the camera. The lightest and most compact 35mm SLR camera in its class. Execution A two-color job that uses line art illustrations of the product and typographic textures on each panel. The box shaped like a geometric camera case.
  9. 9. Corporate Brochure Laura’s House - A Case for Giving Designer/Photographer Rene Saldana Software Adobe Photoshop CS Adobe Illustrator CS QuarkXPress 6.5 Objective Promote participation amongst the target market. Target Potential donors and participants. Strategy Unity Concept To create a piece that is sensitive to domestic violence. Must use a single color and no bleeds throughout the piece. Design must be consistent with existing collateral. Execution A twelve page, 8.5 x 11 document that uses one spot color and no bleeds. Photography was donated to create a document that was more dramatic and that captured the importance of the organization.
  10. 10. Annual Report CKE Restaurants, Inc. 2003 Annual Report Art Director/Designer/Photographer Rene Saldana Software Adobe Photoshop CS Adobe Illustrator CS QuarkXPress 6.5 Objective To design a piece for CKE shareholders. Target Shareholders and employees. Strategy Fast-food Concept The annual report is given to its shareholders just as fast-food is given to its consumers. A fun approach should be used in the design. Execution The contents of the annual report are enclosed by a cover that is like the paper bag that is given to consumers who purchase fast-food. On the inside of the report there are images that depict the fun personality of the fast-food chain.

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