ame.mazuela@gmail.

com 0426159273

Hello!

Im Amrica Mazuela, a 26 years chilean graphic designer who likes design pretty much. My graphic interests are art direction, editorial, identity and photography. I like to think that graphic design is more than making things - beautiful things - and can be a connector between people through the communication. So, for me graphic design is much more than a product, is a social service, therefore it can produce changes when it is a meaningful design. Since the year 2011 Ive been working like an Art Director in advertising agencies, which is a bit different from what I think a designer should do, but Ive enjoyed this experience and I really love working with different types of projects and people.

welcome

PORTFOLIO
Ive decided to put in order some works that Ive done, so in this way you will see the differents graphic styles that I used in my projects. In each one, a short description about the project is presented.

I Endesa/ chilectra/ enersis

In this part you will see some works that I did as Art Director at Havas Worldwide, an advertisement agency that has offices in countries around the world, including Australia. In Havas Worlwide I had to work with differents clients, and one of them was Endesa. Endesa is an electricity company in Chile and also is the major private electricity multinational in Latin America, so as you can imagine this is an important client for Havas. The visual communication of the company is divided in two sections: one for the external people and other for the company and I did works for both areas.

This works were made for the area of social responsability of the company. Here you can see 3 different options (one is on the previous page) for a notebook cover for children between 6 and 17 years from low-income schools.During the process I had to illustrate each part of the cover. As you can see, there are many draws in the 3 alternatives including an infographic about a thermoelectric plant topic with which I do not agree at all. But anyway, I like illustration a lot, so i really enjoyed doing this.

This is a poster that i did for the summer campaign against skin cancer. My idea for the graphic was not to use pictures, but communicating a message with a typographic work mixed with summer icons. In this type of work you usually have to have a clean layout, so you can communicate the final idea in the right way.

The Energa de Mujer Award is given since 1997 to 11 chilean women noted for their contribution to entrepreneurship and social development of the country. This year, i made the poster for the event. I did two alternatives, in which a had to illustrate and design a seal to act as a logo for each proposal. In one option, I illustrate different types of women that represent the diversity of chilean women. In the second option I worked with typographic and vector codes related to subtle feminine.

virgin mobile

During my time working at Havas Worldwide i had to colaborate with another creative group for Virgin Mobile, a big mobile company from Virgin. I had to do different typographic works, with one specific concept using chilean tipical expressions. I think both of these works are pretty interesting because i had to experimented with different compositions and a variety of typographies

Since the last year, Virgin Mobile and Converse sponsor musical concerts called SUENA, therefore i had to propose alternatives for the logo (the client want something simple) and the creative concept for graphic pieces for this events. The idea for the logo was use a typography imitating the style of the brush when you paint something in the walls, and with the use of colors highlight the main image of the composition, which was also the band to promote.

3 BBVA
BBVA is an international bank, so work with them was a challenge for me because there were a lot of restrictions for make different graphic works and all the projects thad I did was with a corporative manual in my hand. So the main challenge was make whole internal campains trying to be the most creative as possible with all the limits that you can imagine. Here are examples of 3 campains. As you can see all the pieces are very similar for the use of the same sources like composition, colours, typography and stripes.. The third case (in the next page) was different because a proposed the use of a different kind of photography for produced more interesting pieces.
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4 DIRECT TV
Direct TV is a cable television company. I did works for the internal area and also for the external comunication. With this client I did brochures, logos for differents events, mailings and material for the most popular festival in Chile called Via del Mar Festival, because this brand is one of the sponsors. Direct TV also has their own corporative manual, but in difference from BBVA I had more freedom to mix the different sources and at the same time I had to think in the general creative concept about internal campaings

4 HUAWei
This is a chinese company that provides communication solutions, and is a new brand in Chile so their products are not very popular like in other countries. While I was working in Sientecinco (a chilean design office) I did a catalogue with some of their new cellphones and their characteristics. The client want different themes for each model, so i had to propose several of theme alluding to technology, one of the most important concept for Huawei. Also I did the image retouching and the pages composition, all in a record time because I didnt have much time to make the catalogue.

5 MITJANS
Mitjans is a popular rum brand in Chile. Their rum insnt very expensive, so they have a bad reputation relative to the product quality. This year Mitjans began to expand their market with new liquors, like pisco (which is widely consumed in Chile) and pisco sour varieties. So in april of this year, I participed in Mitjans bidding for Ron Dorado, Pisco Diaguitas and 2 types of pisco sour. Each case had their own brief with differents conditions for design a new label. In the case of golden rum, there were 2 petitions: one was re-design the label for the classic Ron Dorado, using the same codes as the old label. Also, I did a proposal of a new imported rum which I called Ron Barrico using 3 main colurs and caribean shapes to design this label. The second bidding was about re introduce an old pisco that existed in the 90s. In this case, the new pisco would be aimed like premium and this should be reflected in the design of the label. Moreover, I had to used codes of the diaguita culture like the colors and als oI designed icons based on the diaguitas painting.s In the third case, the brief was about design a label for a new pisco sour and the mango alternative. In this proposal I chosed colors related with the main fruits of the product to differentiate from each other because the label desing was the same.

6 FREELANCE/ OTHER WORKS

This project was for a Latinoamerican Puma contest, in which I won with two other participants. The contest was about illustrate a sockliner without an specific theme, therefore it was very extensive on terms of ideas. Once closed the contest, winning templates were exhibited in Mexico and in Latinamerican Puma stores.

This was a personal project about the indian summer, a special climate phenomenthat occurs durnig the fall. This project at first was based on an iconic illustration that was then applied to different formats.

This work was a collaboration for Kipa? Design, a little design office. They needed a graphic for one of their clients (Tierra Vientos Winery), so they asked me if i can do this job in a very short time. I did 3 alternatives, the client chose one and finally that was adapted for published in a Lan Airlines magazine.

This was a personal project about one of my favorite music bands in the world: Dinosaur Jr. Here I did a logotype related to the Stone Age (because of dinosaurs) using a typography that looks like an illustrated stone in fact. Also I illustrated dinosaurs that I used in others projects too, but here was a way to generate an element to accompany the brand.

This works were for Adidas during 2010 and 2011, when I was an internship in TBWA Advertisement Agency. The first two project was about a new collection, where the main concept for starting to design was decouple the brand to the sports, making it more feminine and casual. In this case, Adidas gave me some images from their collection and others from different cool things, so I decided to mixed elements to generate a new image with overlying layers, making it more attractive.

SantaMargherita is an italian company that sales quarzos agglomerates for indoor and outdoor use. This brochure was made for complement the companys stand in 100 Showrooms, which is an international exhibition for architectural innovation and design held in Chile.

The next two projects below are part of the latest Ive done. The first case was a flyer to broadcast a private party and the second to spread an event that mixed arts and electronic music, with carnival as the main concept. In both projects I had complete freedom to use graphic resources that I wanted so it can be said to be a faithful representative of my style as graphic designer..

THANK YOU