2021 Grad Show

Sofía Velásquez

VCD – Advertising & Graphic Design

sofiavelasquez.myportfolio.com/

Hi there! I am Sofia Velasquez; just like graphic design, I am very versatile with my skillset. I love all expressions of art, music and culture. My favourite part about design is being able to positively impact people's lives by using all tools available to optimize products and services they interact with in daily life. My goals root in improving one thing at a time, fulfilling its purpose to ultimately improve quality of life for individuals and communities. My motivation relies in seeing the progress and change of things during the creative process while simplifying its complexities into a functional and holistic results. My biggest inspiration source is nature, its colours and its diversity, on planet earth and beyond.

World's Coffee Chart Illustrated in a simplistic way, this chart compiles information regarding World's Coffee production and consumption; coffee kinds, production stages, altitude for growth, country producers and consumers, which percentage of these are male and female.

World's Coffee Chart

Spring Bloom This product is a sub-brand fragrance inspired by the starting spring season. It's the first of a series of four collectable items named and inspired by the four natural elements of air, water, earth and fire; represented in the patterns and iconography of the ads.

Spring Bloom Without being overly explicit in its advertising, this design holds direct influence from BANANA REPUBLIC's designs and overall image within itself.

Elemental Scents (series) The release of four different products at different times of the year, during each season, creates a sense of excitement and anticipation which is a proven successful marketing technique to keep the customers engaged and motivated.

These features are what makes this sub-brand unique and outstanding. Presenting this line of product as a collection provides a sense of achievement and completion which is very well appreciated by all, as humans.

Elemental Scents (Perfume Launch)

This new line consists of a series of four collectible items generated by the concept of the four seasons that inspire
new fashion collections yearly. This concept is innovative yet classic, featuring nature characteristics and concepts that are influential not only to the fashion industry but also hold meaning at a spiritual level.
The chosen fashion house for the launch of this series of fragrances is BANANA REPUBLIC; known for delivering modern, versatile and classic designs for a life with no boundaries. Directed to an audience with that mindset; primarily a female audience 20 to 40 years of age, with a simple lifestyle. Women who are drawn to nature and who care about elegance as well as feeling confortable and smelling fresh.

The primary goals to fulfill for the main target audience, it being people with impaired vision was to help them be included in shopping practices by providing the possibility of identifying the product that they need or want without the help of anyone else. This provided them autonomy and tools so that they can be independent and confident to find things on their own though other senses.

Variety is created through differentiation in colour signifying flavour achieving a good level of balance I’m simplicity between the aesthetic qualities of the packaging form and function of it, to help the users overcome barriers or limitations when shopping.

Design includes braille code texture, flavour differentiation through colour, main ingredients are illustrated to add clarity and visual interest for the people who can see, to whom english might be a second language.

Kind Bar Redesign for User Experience

For this design the target audience are users with impaired vision and secondly, people whose second language is english. The elements of my design addressing these issues are braille code included in the packaging as texture. In addition to simple illustrations of the main ingredients the nut bar indicating flavour. These elements are of primary importance to my users because they will help the audience identify the product that they’re looking for through sight, and if not, through touch.

AUArts Grad Show Front_Standing-Trifold-Brochure-Mockup

Fort Calgary Map (front)

AUArts Grad Show Standing-Trifold-Brochure-Mockup

Fort Calgary Map (back)

Fort Calgary Map

This is a redesign the way-finding brochure provided at Calgary's History Touristic Museum - Fort Calgary

Tinge Magazine (front and back) Cover Meant to start viewers off with that feeling of something lurking behind, like the top layers is being peeled back to reveal what is really going on underneath. That idea of darkness tucked away under the surface level.

Tinge Magazine Spreads This Issue is about Greek Mythology behind Art History.

Tinge Magazine Feature

Tinge Magazine

A magazine dedicated to exploring historical and contemporary pieces of artwork with dark histories surrounding them. We go beyond surface level to examine not only the works themselves but also the cultures, places and people they came from. Tinge magazine is about providing readers with an alternative perspective on art that doesn’t shy away from the truth no matter how dark it may be. We found a way to perfectly balance historic and contemporary dark art so that both receive proper attention, while also bringing light to the deeply rooted influence dark art from any era has in our modern societies.

Paradise Punch Lemonade Eventually Paradise Punch evolved into the full developments of a product with a background representing a freespirited lifestyle of adventure and sun.

Paradise Punch Lemonade Eventually Paradise Punch evolved into the full developments of a product with a background representing a freespirited lifestyle of adventure and sun.

Put a Bird On It

This project consisted on pushing boundaries when creating packaging; the only goal/ requirement was to "put a bird on it".
Paradise punch is inspired by the colours of a tropical lifestyle in the beaches of Costa Rica. Featuring exotic species of birds and their unique colours. This project inspired a dedicated process of experimentation and alteration, as well as, the use of pattern and gradient.