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if you don�t have any shadows you�re not standing in the light
The concept of perception has always interested me. How do we
perceive things? We all have unique sensory experiences that
form our individual realities. More important is the way we filter
our perceptions through the lens of artistry and create something
beautiful and meaningful. In my reality, creativity is the ability
to come up with different, useful and innovative associations.
Synesthesia is a condition in which stimulation of a sensory
or cognitive pathway is linked to an involuntary experience in
a second sensory or cognitive pathway. As a synesthete my
experience is truly different from any other. Synesthesia has
allowed me to heighten my creativity, and embraced my ability
to form meaningful associations between disparate stimuli.
Some may interpret this as living halfway between reality and
fantasy. I see it as an ability to look back on memories and re-
interpret them artistically, just as my mind perceived it when it
happened. Clinical psychology tells us that a traumatic event
involves a single experience, or repeating events, that completely
overwhelm an individual's ability to cope with or integrate the
emotions involved with that experience. In order to grow from
those experiences one must bear those struggles close to your
heart, marry the darkest, deepest part of you, and honor that
darkness to bring yourself into light. Most important, you must
always honor your creativity and never ignore or resist what your
creative senses are dictating to you.
synesthesia
1 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
morph
2Luis Hernandez
3 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
“Change does not roll in on the wheels of inevitability,
but Comes through Continuous struggle. and
so we must straighten our baCks and work for our
freedom. a man Can’t ride you unless your baCk is bent”
-martin luther king jr.
4Luis Hernandez
Morph, short for metamorphosis, is a commercial clothing line that reflects the important concept
on the fashion industry which states that fashion changes as the world around us changes.
Targeted to a sector of the fashion market willing to pay for more to stand out from mainstream
fashion. Morph’s demographic consist of style-conscious male and females ages 17 to 34 who
never follow trends. The Morph aesthetic takes inspiration from old medical, anatomical and
botanical encyclopedias to celebrate knowledge that has changed humanity. It evokes a mood of
decadent decay and morbid glamour, vintage details added to layer upon layer of carefully aged
objects. Their stores provide a mélange of inspiration, displayed with a “thrown together” look
conveying the idea that these are pieces one might find in an old junk shop. The brand utilizes
vintage typography, arranged in ways to mimic old medical forms with a modern twist. Branding
includes receipts, job applications, hang tags, shirts, bag, boxes and many others. The overall
vibe is simple and minimalistic with some layers of complex systematic information like the one
shown on the lookbook.
conceptcategory
BrandingEditorial
5 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
6Luis Hernandez
Letter Gothic Mono
Courier NewabCdefghijklmNopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Adobe Caslon ProABCDEFGH IJKLMNOPQRST UVWXYZabcde fgh i jk lmnopqr s tuvwxy z
abcdefGhijkLMnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz
7 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
8Luis Hernandez
1. Letterhead 2. Stationery (business card, folder and letterhead) uses natural soft white paper to enhance the brands emulation of aged documents.
9 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
10Luis Hernandez
1. Receipt and receipt holder 2. Job application 3. Job application detail. Simple and minimal typography is used to replicate vintage medical forms with a modern twist.
11 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
Clothing tags (jeans, shirt, hang tag). Jeans
and hang tag are made from rubber and
blind embossed.
12Luis Hernandez
13 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
Female and male t-shirts with vintage medical and botanical drawings. Simple design with interesting shapes is what the brand strives for.
14Luis Hernandez
15 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
16Luis Hernandez
17 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
18Luis Hernandez
Spring 2013 lookbook. A simple design with a complex system in which each piece of clothing has a code for the retailer and a generic name for the consumer. Large numbers in the bottom of the pages indicate the page number and the season.
19 client Morph Clothing ⁄ project Fashion Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial
20Luis Hernandez
1. Shoe box interior 2. Hanger with engraved logo 3. Shoe boxes designed with vintage dictionary and medical encyclopedias pages.
23 client Porcelain Black ⁄ project Music Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial, Interactive
black
24Luis Hernandez
25 client Porcelain Black ⁄ project Music Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial, Interactive
“if you end up with a boring miserable life beCause you listened to your mom, your
dad, your teaCher, your priest, or some guy on television
telling you how to do your shit, then you deserve it”
-frank zappa
26Luis Hernandez
Best known for her guttural vocals and two-toned hair, industrial pop singer, writer and performer
Porcelain Black launched her new album titled “Mannequin Factory.” The music is a mix between
electronic beats, pop lyrics and rock and roll attitude. The 28-year-old singer desires to appeal
to an underground, commercial driven audience, between the ages of 16 and 32, looking for a
strong, fearless female entertainer. With the intention of honoring traditional rock and roll records,
a special edition of her first album was created. The LP version of “Mannequin Factory” wrapped
around a leather sleeve is used preserve the record and emulate the inseparable relationship
between leather and rock and roll. Being her first record, photographs of the singer were selected
for the front and back cover in order to tie the brand to Porcelain Black. To complement the CD
packaging a booklet featuring the personal and artistic journey of the Detroit native was produced.
Printed on satin coated paper, in an unusual format of 8"x 12"in, the short booklet includes black
and white photographs and text balancing a mixture of frame and image to create a modern flow.
Since exposure is crucial for the singer to recruit new fans and maintain the current ones, an app is
available to listen to her music, watch music videos and follow her shows.
category
packagingEditorialintEractivE
concept
27 client Porcelain Black ⁄ project Music Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial, Interactive
28Luis Hernandez
1. Music festival poster. 2. LP front and back cover; 3. Pink LP with round label. Photography courtesy of Todd Owyoung, Gino Sullivan and Oscar Linares
29 client Porcelain Black ⁄ project Music Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial, Interactive
30Luis Hernandez
31 client Porcelain Black ⁄ project Music Branding ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Editorial, Interactive
32Luis Hernandez
LP booklet features the personal and artistic journey of Porcelain Black. Printed on satin coated paper, with black and white photography as well as bold type to match the personality of the artist.
35 client Éternite Hotel ⁄ project Hotel Experience ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Packaging, Editorial
éternite
36Luis Hernandez
37 client Éternite Hotel ⁄ project Hotel Experience ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Packaging, Editorial
“immortality doesn't fit with death, as mortal
doesn't fit with eternity”-toba beta
38Luis Hernandez
Along with modern gothic architecture and obscure fashion,
Éternité Hotel was inspired by one of the most glamorous
supernatural creatures, Vampires. This French hotel is a mix
between glamour and gothic tendencies, seducing an upscale
crowd between the ages of 22 and 46 with a taste for luxury.
These unique personalities are willing to try something new, rule
the night and stay up long after dark. The study in urban Gothic
aesthetics was crucial in order to appeal to the audience. Tall,
narrow shapes formed by sharp, straight angular lines and a mix
of gothic typefaces express the spirit of freedom and restlessness
from the period. Following the mantra of timeless glamour,
Franklin Gothic was chosen as one of the main typefaces. Steve
Watts said, “Types come and go, Franklin Gothic goes on forever.”
Leather accents were introduced into the branding, to evoke the
essence of glamour and beauty. The flood of black color was
combined with bright blues and magenta tones. A minimal layout
was preferred to let the materials, and color palette tell the story
and create a unique atmosphere.
concept
category
BrandingpackagingEditorial
39 client Éternite Hotel ⁄ project Hotel Experience ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Packaging, Editorial
40Luis Hernandez
Mood Board:Fashion and architecture inspiration.Range of materials like leather,lace and latex
41 client Éternite Hotel ⁄ project Hotel Experience ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Packaging, Editorial
42Luis Hernandez
43 client Éternite Hotel ⁄ project Hotel Experience ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Packaging, Editorial
Stationery system; Envelope and the back of the business
card are made from real leather to elevate the status
of this high-end hotel. The back of the letterhead
uses gothic architectural photography.
44Luis Hernandez
45 client Éternite Hotel ⁄ project Hotel Experience ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Packaging, Editorial
46Luis Hernandez
1. Toiletry bottles inspired by gothic arches2. Brochures that promote the gothic lifestyle, with duotone eye-catching photography and bold sans-serif typeface.
Brochures, toiletry bottles, leather key card holder, stationery, leather do not disturb signs, in-room message pad and matching leather envelope.
49 client Éternite Hotel ⁄ project Hotel Experience ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Branding, Packaging, Editorial
50Luis Hernandez
1. Order pad 2. Apron/uniform 3. Dinner and cocktail menu. Nuit, an underground lounge inside the hotel serves the most exclusive parties with a wide selection of rare foods and drinks.
51 client Annie Murphy Paul ⁄ project Book Cover ⁄ art direction Lisa Starace ⁄ category Editorial
origins
52Luis Hernandez
53 client Annie Murphy Paul ⁄ project Book Cover ⁄ art direction Lisa Starace ⁄ category Editorial
“the only way to prediCt the future is to have power
to shape the future” -eric hoffer
54Luis Hernandez
Origins: How the Nine Months Before Birth Shape the Rest of Our Lives,
is a book that argues that many of our individual characteristics like
health, intelligence and other traits are influenced by environmental
conditions before birth. Due to her extensive research on fetal
laboratories, author Annie Murphy Paul appeals to expectant
mothers.Wanting to stand out from other maternity books, in which
photography is an obvious solution, an illustrated cover was created.
The typography resembles street graffiti, referring to the influences
on the environment and bold colors that represented the possible
sex of the baby. The layout of the book embodies the feeling of
being inside a womb. The font and silhouettes were hand drawn
and then vectorized to give the design a “rough” look.
concept
category
Editorial
55 client Annie Murphy Paul ⁄ project Book Cover ⁄ art direction Lisa Starace ⁄ category Editorial
56Luis Hernandez
59 client Dulceria Bar ⁄ project Themed Bar ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging
dulce
60Luis Hernandez
61 client Dulceria Bar ⁄ project Themed Bar ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging
“there was a kindliness about intoxiCation, there
was that indesCribable gloss and glamour it
gave, like the memories of ephemeral
and faded evenings”-friedrich nietzsche
62Luis Hernandez
packagingMexico is a country known for it’s unique take on candy. Those who visit the country are astonished
to find out that besides traditional spicy candies, there is also a variety of alcohol infused treats.
Dulceria, Spanish for candy shop, brings to Tijuana’s nightlife a new concept on the traditional
fiesta. Targeted to new legal drinkers (ages 18-20) who are looking for a late night treat mixed
with a lot of fun, the bar offers local flavored sweets and candy theme cocktails. There is also
a confectionery section, where customers can pick up a box to fill up with candy assortments.
Dulceria takes inspiration from nightlife attires and Mexican celebratory materials by applying
them to packaging. With a simple philosophy of shining in the dark, glitter and other luminescent
materials were utilize to decorate 3”x 3”, 4”x 4” and 3”x 6” boxes. All boxes are sealed with a label
that reflects sophistication and simplicity as well as functionality. The selected vivid colors are
reminiscent of Mexican culture, folklore and modern nightlife.
conceptcategory
63 client Dulceria Bar ⁄ project Themed Bar ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging
64Luis Hernandez
65 client Dulceria Bar ⁄ project Themed Bar ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging
1. Candy box 2. Candy bag and scoop 3. Set of candy boxes;
all made from of glitter paper. Simple label, printed on pink
foil that indicates what type of candy the box contains, and the
weight of the content.
66Luis Hernandez
69 client City College ⁄ project Centennial Book ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
city
70Luis Hernandez
71 client City College ⁄ project Centennial Book ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
“eduCation is the passport to the future, for tomorrow
belongs to those who prepare for it today”
malcolm x
72Luis Hernandez
I was asked to design a book showcasing the history of San Diego City College for its Centennial
celebration My objective was to make everyone excited about the long and meaningful history
of the institution. I struggled to find the perfect size cost-effective production. After exploring
different shapes I decided to settle for a square format, reminiscent of old children story books. A
system in which the history of City College was put on perspective to the events happening around
the globe was implemented. Mostly single columned pages and complementary images as well
paired with wide margins that contoured the white space of the book. Also, as a complementary
visual element several collages were photographed. This collages included images as well as
objects represented by the decades from 1900’s to the present. Typography and several other
factors were established by a brand manual developed by MiresBall.
conceptcategory
Editorial
73 client City College ⁄ project Centennial Book ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
74Luis Hernandez
75 client City College ⁄ project Centennial Book ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
76Luis Hernandez
77 client City College ⁄ project Centennial Book ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
78Luis Hernandez
79 client Hue Hair Cosmetics ⁄ project Haircare Products ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging, Typography
hue
80Luis Hernandez
81 client Hue Hair Cosmetics ⁄ project Haircare Products ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging, Typography
“Can't say it often enough, Change your
hair, Change your life”-thomas pynchon
82Luis Hernandez
Hue is an avantgarde range of salon-gone-commercial hair cosmetics created by biotechnology
engineers to meet the needs of editorial hairstylists. Unsatisfied with the performance of
mainstream hair products, the engineers recognized the need for weightless products that
provided performance, strength and longevity to support the future of hair care technology.
Born from the same philosophy as skin care, and inspired by the latest advancements in bio-
mimicry, the hair colouring system of dyes, shampoos, conditioners, treatments and styling
aids are catered for every hair type. One of the main objectives for the young company was to
stand out from its competitors on the shelves. The metallic finishes, intense fluorescent color
palette, and extended geometric sans serif typography enhance the futuristic feeling of the
brand. With a distinctive system of functional colour coding, each product line is represented
with two-toned gradients that run as a theme in the whole brand. The selection of non-
traditional forms highlight the experience of the product taking hair care into a technology
driven era. Eye-catching posters, in which the type was made out of hair, help promote the
company’s annual gala and fundraiser for those with Alopecia areata.
conceptcategory
packagingtypography
83 client Hue Hair Cosmetics ⁄ project Haircare Products ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging, Typography
84Luis Hernandez
85 client Hue Hair Cosmetics ⁄ project Haircare Products ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Packaging, Typography
86Luis Hernandez
1. Hair spray. 2. Hair dye bottles 3. Back of hair dye bottle.
89 client Burqa Magazine ⁄ project Fashion Publication ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
burqa
90Luis Hernandez
91 client Burqa Magazine ⁄ project Fashion Publication ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
“we do not know who we are until we take time to disCover who we Can be. hidden within
us is unrealized potential, hidden within us is a self we
have yet to beCome”-edwin mamerto
92Luis Hernandez
As a personal project to express my true love for editorial design, I decided to create a multi-
format album of high fashion and art, featuring a different concept on each issue. Religion being
one of my obscure fascinations, I decided to play with spiritual-inspired imagery by my favorite
photographers, and experimental typography. Unsatisfied with the idea of following traditional
magazine layout in which the text is featured in similar columns, I decided to play with interesting
forms, position and white space flow to convey the meaning of the written words. The multiple
typographic treatments were inspired by the strong meaning in the photography. The layout is
design to live strictly around the photographs, feeding from their energy to create an even bigger
energy for themselves. The cornucopia of typography presented in this multi-format album, its
not only exciting for the designer but also for the viewer; it assures he or she will never be bored
turning every page.
conceptcategory
Editorial
93 client Burqa Magazine ⁄ project Fashion Publication ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
94Luis Hernandez
Typography cornucopia.Font combinations and layout experiments.
95 client Burqa Magazine ⁄ project Fashion Publication ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
96Luis Hernandez
97 client Burqa Magazine ⁄ project Fashion Publication ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
98Luis Hernandez
99 client Burqa Magazine ⁄ project Fashion Publication ⁄ art direction Sean Bacon & Candice Lopez ⁄ category Editorial
100Luis Hernandez
101
Vodka LabelCondom BrandBook CoverLive Entertainment
Architecture Firm Mexican BarHair StudioUnderground Lounge
san diegooper a
Gothic HotelDental OfficeTea ExperienceTime Management
102Luis Hernandez
103
01 24
27
3121
17
morph porcelain black
Costume design Katarzyna KonieczkaPhotography & style Krzysztof WyzynskiModel Marcin/A S management
Photography Eric Worsech
All Saints Spring 2013 LookbookModel Vinnie Woolston
Model Porcelain BlackDesigner Lisa Bae
Photographer Michael Sterling Eaton
Photographer Todd Owyoung, Photographer Gino SullivanPhotographer Oscar Linares
36
37
45
49
eternite
Photographer Ricardo AbrahaoDesigner Peirong ZhouStylist- Nathalie BrodelModel Lucas Sindicic
Publication Institute MagazineModel Ewa Brzyska
Photographer Martín Fernández de Córdova
Jason Wu Spring 2013 RunwayStylist Edward Enninful
52
origins
Photographer Boo George Fashion Editor/Stylist Steve Morriss Hair Stylist Chi Wong Model Alessandra Ambrosio
70
city
Photographer Ellen Von UnwerthModel Kate Moss
60
dulce
Model Sasha Pivovarova Photographer Hedi Slimane Publication Vogue Paris Couture February 2008
62 Photographer Alex Torres
104Luis Hernandez
82
hue
Photographer Lee StandfordHair Designer Adam LivermoreModel Margaret
90
97
95
100
100
100
burqa
Photographer Daniel Garzee
Photographer Robert Mapplethorpe
Photographer Jacek NarkielunModel Honorata WojtkowskaMakeup Paulina NowakHair Edith ModzolewskaCrown Paulina Nowak
Photographer Daniele & IangoModel Christina RicciMakeup Virgina YoungHair Luigi MurenuStylist Joanne Blades
Photographer Pierpaolo Ferrari Model Giovanna Battaglia, Lea T
Photographer Mert Alas & Marcus PiggottModel Kate MossPublication W magazine
credits
thanks
colophon
Synesthesia Luis Hernandez
Contact [email protected]
San Diego City College Graphic Design
Printer Diego & Son Inc.
Photography Luis Hernandez
Software Adobe Creative Suite 5
Copyright Luis Hernandez © 2014
In the words of RuPaul " And if I fly, or if I fall at least I can say I gave it all." I want to thank my teachers, classmates, friends and family for all their support. My sincere appreciation to Sean Bacon and Candice Lopez for inspiring and cultivating my creative development.
Thanks to Daren Scott for teaching me, that no matter how hard the struggle is, one must keep its head high and always honor its creativity. Dear friend Rosa Jijon there is no way to express my gratitude for all the moral support during the last year. Special Thanks to every photographer, which I highly respect and one day hope to work with, for letting me use their amazing work
This book was made possible with the help of Norman Ramos, Mayrel Leilani, Joshua Cade, Lulubi Garcia, Diana Sá, Alma Hernandez and always helpful Mom and Dad.