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sophisticated, no-nonsense creative conception

Mafalda Tenente Branding


With a background in economics and art, Mafalda Tenente had a unique problem when it came to figuring out how to present her personal brand: how not to isolate one group over another. I strategized with her on what the intersection of the left brain and right brain would look like visually; something corporate but not so much that the look would be seen as boring to a creative mind.

There are seven letters each in “Mafalda Tenente”. The number seven does have a bibliological significance, but according to numerology, it means so much more. Just as the Mafalda Tenente brand is about exploration and analysis of everything that is art, the number seven symbolizes the seeker, wisdom, endurance and understanding. In this logo, the “M” and “T” have double meanings.

The “M” is modified into a more mountainous shape to represent exploration. Creating the middle part of the M and extending over the mountain, the “T” with half the crossbar, creates the number seven and overarching wisdom.

The brand colors are influenced by the Far East and complement the symbolism of the logo. They also feel serious enough for a corporate application.


letterhead and business card

 

one-page branding guideline

 

Powerpoint/Keynote Presentation with multiple color options per slide

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Artists & Fleas Share-Your-Tote Contest

Facebook Header Graphic

 
 
Artists & Fleas started as a small marketplace in Williamsburg, Brooklyn where independent businesses could set up to sell goods ranging from vintage clothes to unique jewelry and beyond. They have expanded to a huge warehouse just blocks away from the original location, as well as a location in the famous Chelsea Market in Manhattan, and a bi-monthly pop-up in Venice, CA. They have transcended being just a destination for shoppers and vendors to a brand.

Time to time they hand out free tote bags donning their logo to shoppers. It both serves as free advertisement for the brand as well as a coveted item that shoppers use well after exiting the market.

Artists & Fleas wanted to engage their shoppers/fans/followers with an Instagram contest featuring their tote. Shoppers would simply take a photo with their tote, post it up with the hashtag, and could win prize packs featuring the vendors from the market. The campaign was designed using the established esthetics of the brand and actual Instagram photos that existed in their feed for a more authentic feel. The graphics were adapted for print, various social media platforms, and email blasts.
 
 

Instagram post

 
 

Postcard that is inserted into each tote bag

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Rustic L.E.S. Branding

RusticLES_Logo_FinalLogo

 

Rustic_Lunch_Menu_O-01Lunch Menu

 

Rustic_Dinner_Menu_Final_O-01Dinner Menu

 

Rustic_Brunch_Menu_O-01Brunch Menu

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After a successful run with a Mediterranean-Moroccan food truck, Bistro Truck, Elsa Leon and Yassir Raouli wanted to open their first brick and mortar restaurant. They found a small space in the bustling Lower East Side of NYC to open their farm-to-table spot dubbed “Rustic L.E.S.”

The decor of the space was indeed rustic with a homemade feel – all fitting to the style of food being served, homestyle Moroccan dishes. They wanted their branding for the space to still be connected to the truck, but to also stand on its own for the restaurant.

The rooster illustration comes from their Bistro Truck logo, with small refinements made to the color and line weights. The addition of the pitchfork and woodcut typeface brings in the farm-to-table aspect of the restaurant.

For the print collateral and website, the rustic, homemade look was expanded with a hand-drawn look. The illustrations, elements, and type are a mix of styles but work well together and still feel refined and sophisticated. The colors are simple and muted, and work well with the woodsy, dark decor of the space.

Go – Frech Wedding Invite

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GF_invite_2_72double thick paper

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Without a theme to the wedding, the invitation for Ray and Jessie’s wedding was pretty open for a design of its own. They wanted to pay homage to one of their favorite movies, In the Mood for Love, a Hong Kong noir film.

Drawing inspiration from both the film and the venue, Williamsburg’s Wythe Hotel, the look of the invitation is retro but modern. The shape and look feels like a vintage movie or theater ticket. The large size and uncoated heavy weight paper had the feeling of being invited to an exclusive event, similar to the glamorous Oscars of the 1940s and 50s.

Howard – Kirk Wedding Invite

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The Howard – Kirk wedding took place on the beach in the beautiful island of Barbados. However, both the bride and groom are from the Caribbean, and didn’t want a cliché destination wedding looking invitation package. Jewel tones and a party atmosphere were two key themes for this wedding and they wanted that reflected on all collateral. A sunset on the beach was the inspiration for the look. The colors printed on an uncoated stock wash into each other like watercolors, complete with a golden reflection from the gold foil imprinted onto the surface.

The type was whimsical, yet sophisticated like the couple’s personalities. The flourishes, inspired by ocean waves, border on wedding invite and lounge flyer to reflect the atmosphere of the evening.

aden + anais® merino collection

dream blanket box

dream blanket box

 

US version CA version EU version

international versions

 

box interior

box interior

 

booklet spread

booklet spread

 
stacked boxes

stacked boxes

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aden + anais were tasked to expand their line to very high end, luxury boutiques and stores. A partnership with Woolmark AU helped to create the first merino woven wool products that were machine washable and super soft. Each product was hand dipped dyed. Such a delicate and precious product needed special packaging. The products were encased in linen-covered memory boxes, with a placard where the consumer could insert a baby photo or note. The product information cards were printed on uncoated felted stock in the signature aden + anais colors.

Dr Pepper Band in a Bubble

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bibbubthe bubble

 

DP_tshirt_frontt-shirt graphics with hangtag

 

BIB_collagelogo in use

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1 band.
30 days.
1 bubble.
2 sponsors.
1 logo.
 
MTV and Dr Pepper selected a band to take 30 days to record a new record in a bubble by the Hudson River. The logo could not reflect the specific band chosen, because it was to be an annual event. It also needed to be edgy and easily adaptable for on screen. The logo was developed to be pulled apart for merchandising and signage for the event.

Brian Mauelon gig posters

poster2Rposter inspired by Brian moving to Barcelona from LA

Brian_Posters1posters inspired by Blue Note + the R&B/Jazz night

 

Brian_Posters2posters inspired by the setlist for the show + yacht rock

 

FinalPosterposter inspired by a mix of Jeff Buckley (one of Brian’s influences) and Brian’s original songs

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Brian Mauleon, a singer-songwriter originating from Los Angeles, CA, needed posters to advertise his solo shows around the globe.

I wanted to capture Brian’s unique style and his versatility. He has a such a well versed catalog of songs that he performs and has an ability to cross genres, ranging from new folk, to indie rock to smooth r&b. Sometimes, he chooses to highlight a particular genre per show. I chose to highlight either what kind of music he was performing for the show, inspiration from the songs he performed, or where he was personally mentally at the time.

ONbody by Kiss My Face

ONbody_groupshot1group shot

 

ONBody_Sets1ONBody Gift Sets

 

ONBody_Sets2Home/Hostess Gift Set and Lip Balm Set

 

KMF_ONbodyONBody Print collateral and branding system

 

ONB.FLAG.PICS9ONBody in Old Navy’s flagship store in Herald Square, NYC

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Kiss My Face®, the natural beauty company teamed up with Old Navy for an exclusive beauty line.

From the logo and marketing materials to the custom made bottle shape, this product line had to be a marriage of Old Navy and Kiss My Face branding. The natural “grass”, bright color coding for each unique “flavor”, and large in-store display, garnered attention for natural beauty products, from consumers who otherwise might not consider them.

Philip Stein advertising

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Philip Stein ad: peace of mind

 

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Philip Stein ads: energy and stress

 
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Philip Stein ads: concentration and jet lag

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Philip Stein, a luxury watch brand and one of Oprah’s favorite things, needed to bring awareness to consumers about their unique product.
 
The vast amount testimonials for the watch was the center point for these ads. Five key benefits were highlighted for each ad: reduction of stress, increased concentration and energy, elimination of jet lag, and the enhancement of good mood. A linear element acted as a visual representation of each benefit, as well as surrounding and emanating from the watches. The magnification of the “Teslar Chip” shows the technology that makes these watches special. For some magazines, including editions of Oprah’s Magazine, each ad was placed in succession throughout the edition.
Instagram did not return a 200.

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