Joseph Naguit has compiled a portfolio showcasing his creative advertising work from the past three years of university study. The portfolio includes outdoor, print, digital and branding projects for clients such as Shiner Beers, PetSmart, AOL and the American Advertising Federation. Naguit's work demonstrates his ability to effectively solve marketing problems through innovative advertising concepts and designs. The portfolio is intended to provide insight into Naguit's creative vision and skills in advertising.

2. I would like to dedicate this to all
who stuck around in this long journey.
Thanks for all your support and for
believing in my creative vision.
““But words are things, and a small drop of ink, falling, like dew, upon a thought
produces that which makes thousands, perhaps millions think.”
-Lord George Gordon Byron

3. Table of Contents
Preface
Mediums
Outdoor
Magazine
Flyers and Newsletters
Campaigns
Logos and Brand Development
Digital Art
About the Author
Commendations
Certifcates
Artwork inspired by Jessica Brilli’s 2005 Painting Bicycle

4. Preface
Along my scholastic journey, I met people who helped me along the way to find a vision. I think of this portfolio as what
it is most commonly known as, a “book.” A past professor taught me to think about standing out from the rest by staying
away from what future employers see on a daily basis. Why have a resume when you can put a message in a bottle?
Literally. So I thought, “That’s what I should do, make my book into a literary book.” When people grab a book to read,
they mostly want either fantasy or knowledge. I didn’t want this to be any different.
In here you’ll find my collective work from the past three years of how I see advertising. It’s not just getting the word out
or trying to sell a product. It’s more about solving a problem when a business is losing customers, when consumers are
not familiar with a product or just when one needs to find an identity. The advertising industry is all about the solution,
and this collection is what I feel that is.
This collection describes how I work, and my work describes who I am. To all who helped me with the concept, with
professional advice and with the completion, thank you.
To the rest of you, welcome to my book.

5. Chapter I
Outdoor

7. ...
Texas
+ .
= B ..
.b.Q
shinerbbq.com

9. Shiner Bock Beers
During my first semester of taking advertising classes at the University of Houston, I took a copywriting class
taught by Professor Bob Culpepper. It was during this time I first realized advertising is a way to offer a
solution to a problem. The assignment, in this case, was to choose an existing billboard and create the next
in a series. I chose a Shiner Bock billboard that emphasized their connection with Stubb’s barbeque. My goal
was to keep things short, sweet and to the point. The copy on the original billboard read, “WE PUT THE BAR
IN BAR-B-Q.” In this way, Shiner is seen as an accessory to the barbeque. For the next in the series I decided
to reverse the concept, making Shiner the centerpiece and build the barbeque around the beer. Through fewer
words and more images, I felt this ad would stick in people’s minds. Why make people read, when they can
see that it is Shiner Beers being offered? Why put the word “barbeque” when I can show a silly cow?
During college, I would learn one specific characteristic of all advertisements; they’re either a demonstration
or a metaphor. This Shiner ad is a metaphor; a simple equation containing pictures fully representing Texas
barbeque.

11. VOTE08
The concept of these billboards was derived from people’s apathy about voting. With the copy being
intentionally sarcastic, I wanted to arouse realistic thinking when the audience saw these ads. Being aware of
advertising trends and designs is one thing, but to break the generic mold for a voting advertising
campaign was how I wanted to portray this billboard among others. Therefore, this advertisement was more
than just the design or digital print; it was the idea of branching beyond the typical billboard and public service
announcement for voting. For instance, when you think about global warming, you don’t think about the day to
day effects. When you think of pedophiles, you don’t see them as normal. These billboards completely disrupt
conventional thinking. With that, I hoped to provoke emotions of anger and offensiveness, ultimately getting
people to the polls and making their own voices heard.

13. Chapter II
Magazine

15. ADT Security
When you think of business-to-business magazine advertisements, you find they’re more informative than
appealing. This advertisement has a little bit of both. Business-to-business advertisements are almost a mirror
image of the consumer themselves. They are succinct and quick to the point, because our typical businessman
or businesswoman doesn’t have the time of day to sit and analyze a copyright. The purpose of this ad was to
show how ADT doesn’t take a break, because neither do criminals. It was a simple copyright that reminded the
reader of ADT’s benefits to the consumer. Moreover, the use of the ADT logo is a simple use of branding. At
the bottom of the ad, the copy gives a brief history of the company. This allows potential businesses to
understand ADT as a company of quality. Through the use of demonstration, this ad shows how a company can
relax, having one less thing to worry about when ADT is in their corner.

16. Tools connecting YOU to your LIFE.
Make it. Personalize It.
AIM for you.
Do what you want.
Look how you feel. Mail
Pictures
Chat
Videos
You.
Live a
PERSONALIZED LIFE.
AIM for you.
www.aimpages.com www.aimpages.com

17. AOL
AIM Pages
These AOL print ads were actually part of a larger project. The goal of this case study was to achieve a way to
familiarize people with AOL’s AIM Pages. AIM Pages is a social networking site you can fully customize a page
to personalize who you are. A majority of those surveyed in my research had an AIM screen name, but weren’t
aware of the AIM Page associated with it. We all know MySpace and Facebook command the playing field when
it comes to social networking sites. So instead of competing head-to-head with these giants, I simply wanted
to introduce people to an option they were unacquainted with. In these two print ads I demonstrated how two
different personalities come alive in their own way on their own page. These print ads provide a
demonstration of how people are able to personalize their life however they want. The personalization of the
people in the advertisements lends a close relationship to the reader; therefore, a stronger connection to the
brand. Also, located on the bottom of the page is a call to action to visit the AIM Pages website where they
can start their own today.

19. PetSmart
At one time or another, as a pet owner, we all tend to fail to notice what our pets really do for us. In these
print ads for PetSmart, I concentrated on canine companions and how they truly are “man’s best friend.” As
we go through life we all have certain needs. Some of these needs are seen differently through a dog’s eyes.
For example, one of the ads states, “Obedience is important for you, treats are important for them.” In other
words, our necessities are their rewards. I wanted to trigger a strong emotion in the audience of love and
compassion for their pets and realize, along with me, how we tend to sometimes overlook our companion’s
loyalty. Moreover, I wanted to shift the point of view from the pet owner, to the pet’s point of view. I created a
tagline “Show Your Appreciation” as a call to action. Each ad contains a coupon offering a way to act upon that
appreciation. If treats are important to a dog, the consumer gets a 20 percent off coupon for those treats.

21. Chapter III
Flyers and Newsletter

23. Glorious Way Church
This was a flyer assignment given to me by Glorious Way Church located in Houston, Texas. Their youth group,
Altitude, was hosting a roller skating event at their local rink. When most people think about skating rinks
these days, they think of disco. Playing off this theme, I used popular songs of the disco era as my taglines.
Also, I wanted the flyer to have a psychedelic look making the words appear as they had floated into place.
The flyer is as fun, energetic and inviting as the actual event.

25. HYATT Regency
Crystal City
This was a newsletter assignment given to me by the HYATT Regency Hotel in Crystal City located in
Washington D.C. They wanted a commemorative newsletter for all those in attendance at the historical
presidential inauguration in 2009. My job was to layout and design the newsletter. I used a theme reflecting
President Barack Obama’s presidential campaign. Moreover I used similar colors and even managed to add
President Obama’s campaign logo.

27. American Advertising Federation
Infomation Nights
The purpose of this flyer was to notify American Advertising Federation-University of Houston Chapter
members and future members of Information Nights. I wanted the copy to read opposite of the actual intended
action. In the past, I’ve learned that people often do what they’re told not to do. We are all natural rebels at
heart. The tagline instructs you to not read; however, we all noticed that a greater number of people stopped
to read over the flyer. Measuring the effectiveness of this flyer was the turnout of people to the information
nights, which had a higher turnout as compared to the past semesters.

29. American Advertising Federation
Paintball Tournament Fundraiser
I designed this flyer for a fundraiser I organized as Vice President for American Advertising Federation-
University of Houston Chapter. I mimicked a secret agent’s mission briefing with a twist. Also, the flyer for the
actual event is visually busy and eye-catching. As the semester goes on, more flyers fill up the campus boards
finding it hard to seek out one event. I felt that this flyer stood out well from the rest and helped the great
turnout we had.

31. Chapter IV
Campaigns

33. “Don’t be aimless.”

35. “It’s less than you think.”
The concept of this big idea is to show how many drinks is enough for the person consuming them. What may
not be too much for you could be less than you think for someone else to be dangerously intoxicated. The idea
is pointing to the actual problem; not knowing your limit or your friend’s limit, and not knowing how to
maximize your own buzz. It takes less than you think to get hurt and it takes less than you think to have a
good time. Two drinks versus four drinks make a big difference even though four drinks may not sound like
too much for you. If people can understand it takes less than you think they can better protect themselves,
their friends and still ‘feel good’ at the same time. You become more aware of the situation and the outcome.
This idea will be more informative to the targeted segments; it’s in the title itself- I am telling you, “It’s less
than you think…” Slow down, don’t look stupid, don’t end up hurt and ENJOY yourself- because it really IS less
than you think.

37. Chapter V
Logos and Brand Development

39. American Advertising Federation
A challenge was presented to me to re-brand the American Advertising Federation-University of Houston
Chapter’s logo. The former image personified guerilla tactics, the club occasionally practiced, with an actual
gorilla. But why have a gorilla represent you, when you don’t fully represent guerilla? Instead, I wanted the
organization to feel like a real life agency. Unlike the other clubs on campus, AAF was purely professional and
interacted with actual agencies in the Houston area. I wanted our club to feel like those agencies. This new
logo and headline are part of a bigger idea, in which the whole AAF-UH Chapter website looks like a corkboard
similar to one you can find in a professional’s office. The site was intended to be more interactive than before,
being able to click on post-it notes and flyers on the board. Click on this post-it note and you can find a client
list of past companies we have worked with during competitions, or click this flyer to view a portfolio section
where members have submitted their work to show off. The concept in the end was intended to feel like you
were browsing on an actual agency’s webpage. Furthermore, the tack in the organization’s logo ties together
the corkboard with the new image. The tagline was also changed to “Educate. Innovate. Create!” to emphasize
what we do.

41. American Advertising Federation
AAF Student Conference 2008
This was a piece I submitted for the AAF 2008 Conference Name Tag Competition. Each school in attendance
was to submit a name tag to represent their school. I remember when I created this; it was literally the night
before. The current president of our organization asked me to come up with something to submit. I didn’t
want our school to be the only one without a name tag, so I went home and started designing. A good friend
had recently introduced me to a laser cutting machine that cuts and engraves various materials. I instantly
thought of that, designed the piece and asked her for help. Being the great friend she is, she laser cut the
name tag first thing the morning of the competition. Later that day, we found out our school had won first
place.

42. pediINFANtry
pediINFANTry

43. pediINFANTRY
This assignment was given to me by a group of nurses who work in a clinic located in the Houston Medical
Center. I was asked to create a team name and logo for their participation in the March of Dimes, a walk
promoting awareness and raising funds for premature babies. The team wanted to find a unique way to set
themselves apart from the others. The result was “pediINFANTRY.” The whole idea behind the team name is
a play on words. The purpose of the march were for babies, giving “pedi” a double meaning: one for feet, the
other for babies. When most people think of marching, an army comes to mind, or in this case an infantry.
Finally, the bandanas were gender specific, baby blue for the males and pink for the females.

45. Chapter VI
Digital Art

50. About the Author
Wrtten by C. T. Nguyen
Joseph Naguit was born the youngest and only son on September 24, 1983, in the Philippines to Joe Naguit and Zenaida Mangubat
Naguit. Soon after, he and his family made their way to America where he spent most of his upbringing in the suburbs of Houston.
As a high school student, his early skills were developed and exercised in organizations like the Technology Student Association and
the art club. Besides this, Joseph had an extensive background in music that focused on the French horn (among the guitar, piano and
drums).
Before Joseph chose advertising, his life felt incomplete in fields of computer science and marketing. He figured out that advertising
fit his competitive and innovative nature, which are now both vigorously challenged at all times. The work doesn’t just overwhelm,
but excites him. It has been stated that Joseph’s professional heroes include men like Sir Richard Charles Nicholas Branson and Steve
Paul Jobs. In his last semester at the University of Houston he was appointed Vice President and Ambassador of the America
Advertising Federation. Some of his achievements included building the membership count to new heights, giving AAF a new image
and raising the bar of what creativity can do with his fellow members.
First impressions allow people to recognize the characteristics that aid in Joseph’s successes: determination, charm, persistence,
confidence and incredible organization; however, he can also be playful, sentimental, bashful and impulsive. When Joseph is not
creating ads, he can be found on a golf course contemplating the wind’s direction, eating a good steak done medium rare,
rearranging the furniture in his apartment, mastering the violin or at his neighborhood bar on the karaoke microphone. He also has
great passion for cars with impressive engines, women who kiss with enthusiasm, whole pies in any shape or form and dogs with big
ears. Keep in mind, he is only in his mid-twenties and still has plenty more he wants to accomplish. It begins here.
“The voyage of discovery is not in seeking new landscapes but in having new eyes.”
` - -Marcel Proust

51. Commendations

52. “In today’s vernacular, this guy rocks!
Quiet but smart. Cool but energetic.
In a two word summary:
Hire him.”
Don Brown
-February 19, 2009, LinkedIN
Principal at brownchild ltd inc

53. “Joseph Naguit was my student in Advertising Copywriting and Advertising Campaigns a
few semesters ago. He is an excellent student, both in the comprehension of the material
presented and in the application of the material in various creative assignments.
The teams that Joseph worked in could always be counted on to offer outside-the-box
solutions to problems and to discover attention getting ways of presenting the benefits of
the products for which they created advertising. He is proficient in a variety of computer
graphics programs and has an excellent design sense.
I heartily recommend Joseph for any position for which you might consider him. He is a
quick study and I am confident that he will make a fine addition to your staff. If I can
provide any further information please feel free to call me at 713-504-1828.”
Robert J. Culpepper Jr.
Advertising Professor
Jack J. Valenti School of Communication
University of Houston

54. Certificates

57. Frist Place in the AAF Name Tag Competition
Robert Culpepper University of Houston

59. References
Robert Culpepper
Advertising Professor - Communications Department
University of Houston – Main Campus
122 E. Cullen
Houston, Texas 77204
(713) 867-3228
Larry Kelley
Chief Planning Officer - Fogarty Klein Monroe
1800 West Loop S
Houston, TX 77027
(713) 862-5100
Don Brown
Principal at brownchild ltd. inc.
1629 Bonnie Brae St
Houston, TX 77006
(713) 807-9000
Kristopher Hayes
Customer Experience Manager (Sales Manager)
Best Buy #291
5133 Richmond Ave
Houston, Texas 77056
(409) 673-3424