other projects: lope gutierrez-ruiz
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Other Projects:Art Alliance Austin:
Website
Background Info:Art Alliance Austin is a non-profit
organization that has been promoting the work of local artists since 1956.
Their original website, built in the early aughts, was static, and any
changes required a formal request to the webmaster who built and
was hosting their platform. The old site only featured .pdfs and static
images, very little text, and no SEO optimization or responsiveness.
I was the project manager for the re-launch of their website in 2013.
Art Alliance Austin's online presence had to catch up with the
times. But it also had to prepare them for future developments. We
built a responsive website with a simple Wordpress CMS, using
open-source plug-ins, solutions and retail modules.
Information architecture was built using insights from interviews with
a group of Art Alliance members. Content categories displayed on the home page (news, projects,
videos, tweets, etc.) is created and updated automatically using a
simple system of tags.
Challenge:How might we create an online
presence that streamlines many different kinds of content into one
cohesive, creative experience?
Role(s):UX / UI,
Project Management,Creative Direction.
Other Projects:Art Alliance Austin:
2012 & 2013 Seasons
Background Info:I directed and produced the
identity and collateral for Art Alliance Austin's 2012-13 seasons
The organization was looking to revamp its image to boost
participation from young Austinites in its three signature events each
year. The redesigned image for Art Night Austin succeeded in tripling attendance for the 21-35 year-old
segment in the first year, and double that number in 2013.“Art
City Austin” is the oldest outdoors visual arts festival.
The identity of the festival needed to have wide appeal, while
positioning the brand as cutting-edge and unique. The
branded design was broadly applied both years, and included
print, radio, and television advertising, as well as event
collateral, badges, tickets, and outdoor wayfinding designs.
Finally, the organization’s transformation was completed with a redesign of its website to be fully
responsive, retail enabled, and easy for the small staff to maintain.
Challenge:How might we transition the identity
of a brand to attract radically different new attendees without alienating its existing audience?
Role(s):Creative Direction, Art Direction,
Graphic Design, UX / UI,Project Management.
Other Projects:Toxico Cultura:
Nuevo Mundo Nuevo
Background Info:This short publication showcased eight examples of Latin American creativity and innovation. To bring the project to life, we developed a
visual line that both pushes the boundaries of stylistics between
countries in Latin America. To tie it all together, the visual system
included a selection Latin American typographies and
commissions for all the titles.
Download the book:http://bit.ly/NuevoMundoNuevo-1
Challenge:How might we stimulate curiosity
about the creative mindset of a region using only a few examples?
Role(s):Creative Direction,
Art Direction,Editorial Design,
Project Management.
Other Projects:Chineasy:
Alphabet Concept
Background Info:Chineasy was created to help
people learn Chinese quickly using image mnemonics.
The program builds on simple characters, showing that the
character for door in fact looks like a door and so on. We developed a
series of whimsical illustrations for the introductory program.
The system was originally created using only black-and-white ink, in
response to the entrepreneur's idea of distributing the alphabets in print
newspapers in Asia and Europe.
Challenge:How might we design a complete visual system for learning the full complexity of Chinese that would
appeal to people of all ages?
Role(s):Creative Direction, Art Direction,
Project Management.
Other Projects:Various Clients:Logos & Identity
Background Info:A sampling of logo and identity
projects I have taken on.
Branding projects included market and user research components that
addressed the three most important stakeholders in the
success of a design project: Business (brand owners),
Technology (IT, manufacturing, or production staff), and Users (the
brand's audience). These groups' needs were addressed with a
Human-Centered design methodology in all cases.
These projects include everything from production companies to
media, hospitality, veterinarian, medical startups and arts events.
Role(s):Creative Direction, Art Direction,
Graphic Design, Research,Account Management,Project Management.
