Astronautica Brand Guidelines: A Beginning

As I've been developing Astronautica's identity and brand revision, I've started implementing some guidelines around the logo and brand process for prospective collaborations with other vendors (particularly around merchandising and promotional flyers). 

It's still a work in progress. I hope to implement a page for typography, and then scenarios of "Do's and Don'ts"

Here's what I have so far. 

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Astronautica Logo Redesign

I have some amazing friends who continue to inspire me and motivate me to be the best version of myself at all times. Edrina, aka, Astronautica, has been one of those pals for a long time. I had the pleasure of designing her first logo back in 2010, which, in hindsight, wasn't my best work. The pen tool was everywhere, but the concept and heart of it were present.

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Eventually, thankfully, Edrina had the logo revamped with another colleague. The outcome looked pretty great and still had the heart of the logo intact. 

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I sat with Edrina and we discussed a new concept. She wanted to rebrand in alignment with the launch of her new album that's scheduled to come out soon. I had her build a vision board to share creative that inspired her for the project, so I had a better grasp at the aesthetic she was seeking to build. 

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The graphics were predominantly bold, geometric yet fluid. Lots of thin lines and strokes in a consolidated object, and a lot of graphics from the 80's and bauhaus aesthetic.

So I built a presentation to showcase my vision for her as well as sketched comps to discuss which direction to proceed with. 

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Of the dozen or so sketches, these were the ones Edrina was most excited to move forward with.

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So I did a first quick round of vector design on the six, and we decided to refine the one below! 

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Further refining and polishing...

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I began to explore color and form a little more, to exhaust all angles and opportunities in this narrative. Emphasizing the "A" motif in the tablet, exploring subtle rounded corners and layout of the typeface. Eventually I moved into converting "Gotham" font in alignment to the sketch, as Gotham had the balance of futura, but was more narrow and contemporary to work with. 

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I brought the "NASA" logo back in for reference and inspiration. I loved the abstract galaxy shapes and wanted to see how I could implement a "ring" or space element of some sort to enhance the "A" motif in the icon.

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These were the presented comps. Edrina and I decided we loved the stroke ring around the "A" motif, and I like how the abstraction became a thumbprint, to symbolize her fingers on the vinyl as she remixes/produces her tracks. We reverted back to the powder royal blue, because of it's high frequency color and how well it works with teals, purples and pinks...the color story we aspire to create for the brand. 

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My next plan of the project is to begin building the merchandise and design collateral around this new identity! I'm really happy with the way it turned out, and I'm so excited to polish the type even further to explore blowing it up in bigger poster sizes.

Stay tuned!

SuperGoop Product Photography

Last week I had the pleasure of collaborating with my friend Jenny at her studio in Oakland. We wanted to explore more lifestyle photography using products for social promotions. The outcome was super fun. 

I managed creative direction and set design/prop styling while Jenny photographed and focused on lighting. 

I then took the final selects she uploaded and cropped, retouched and edited in VSCO. These are my edits! 

 Some Behind the Scenes

Some Behind the Scenes

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A satire case-study of an unwanted desk

On my way to the gym earlier this afternoon, I came upon a study desk that was meant to be given for free on the side of the road. 

I then jokingly sent a curated shot to my friend Jonathan, who's an aspiring furniture collector and overall consultant for good taste. 

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The thought then occurred to me: could I in fact, increase the value of this desk just by selling it in a different manner? 

I jokingly began to attribute the design to cultural phenomenons within the past few decades. DADAism was an art movement of the 30's that framed commonplace items on pedestals as art. 

NormCore is a fashion movement that's prevalent to this day, playing fun at "Dad" aesthetic and basics in a stylish form. 

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In what manner could I style this desk so that it could be considered a valuable addition to the right aesthetic? Definitely gave me something to think about. 

Update:

I've made a vision board for a college-student study room. To be honest, I wouldn't be mad about it! 

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Netflix creative

The past few months have been a whirlwind of finding work that inspires me. I've been so fortunate to connect on some freelance projects with Netflix, specifically around E-Commerce. This gave me an opportunity to study the key art and mad skill/detail behind all the comps!

Some of the iterations I sent over. 

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Producing music | 3D Rendering

I did a thing. Something I’ve always wanted to do. It’s hard. It’s challenging, but I love it. I want to get better at it. 

1.I got to learn how to produce and record tracks with the amazing Corey at @jetmusicrecordings.
2.I’ve been practicing 3D Animation this weekend.
3.This is a 15 second clip of the song, and the creative I made. 

 ^ Full version 

ORANGE - Photo Retouching

This past week I had the pleasure of working with Timothy Ragan at Orange Furniture in Beverly Hills. I shadowed him for the day to better understand retail management and what it takes to run an independent business. 

There was major alignment in my personality traits of wearing multiple hats. I respect the work ethic Tim has, and the attention to detail and perfection he brings to each task. 

Here are some of my favorite pieces I assisted with. Most of the work involved errands for the space and photo retouching/consulting for product presentation.

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 Before and After retouching Environment. Can't tamper with the products because necessity of showcasing vintage pieces "As Is"

Before and After retouching Environment. Can't tamper with the products because necessity of showcasing vintage pieces "As Is"

Custom Furniture Design

Came across this gem from 2012.
My good friend Andrea was starting their custom furniture company, and I had the pleasure of designing some pieces they were requesting for a client. The aesthetic was old-world morrocco. 

I was really happy with the concept.

 

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Update: Hi, It's Me.

Update: figured out the export for video. Now I just need to research render quality and how to scale up creative. But very excited for this next step in learning! 

 

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Hi, It's Me.

After exploring two separate tutorials, I decided to render my own frankenstein composition. Here's the result. 

Unfortunately, I had to do a hack job of exporting because I'm working on the demo version of C4D, and my trial expired. 

Tomorrow I'll try and get the trial version again and see how it looks. 

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Mood Board

One exercise I find comfort in is coming up with mood boards. In my quiet time last night, I thought of brands and artists that inspire me. This is the concept board I came up with.

From left to right: 
Rodarte, Chloe x Halle, Beyonce, Gucci, Solange, Dev Hynes, Amber Mark, Sabrina Claudio, Chloé logo, Anthropologie windows, Kenzo logo, Disney Coco, Chanel, CB2, Restoration Hardware, Mcdonald's, Wes Anderson, Paddington 2, Ace Hotel, Grizzly Bear

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Opendoor WineDown

A fun project I got to work on: Posters for internal marketing use for a friday Karaoke WineDown. I was inspired by Jonathan adler's Parker in Palm Springs and Saul Bass's bold contrast and simplicity. 

 

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Connected Home - Opendoor Hack Week

A few months ago, Opendoor had a designated hack week for employees to participate in. This was my group's project—a comprehensive study on a theoretical "Opendoor Smart Home," designed by an executive, designer (me), and engineers. 

This was the video and presentation I designed: 

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