Pen pals
research, concept development
& print design
CSULA Concept Development Project | Los Angeles CA
Art Direction · postcard design · print design
The Challenge
The tale of 2 communities
For our concept development final, we were challenged to visually showcase the culture in Laredo, Texas, and in Los Angeles without knowing anything from one another. The challenge was to do so without having any prior knowledge about the city, and only depend on secondary research for the postcard being sent to Laredo.
my role
Independent Designer
I led the concept development, art direction, and production of the entire postcard, from initial sketches to digital rendering and color palette selection, to the production of the physical card that was sent out to another group of students in Laredo, Texas.
tools
· Adobe Illustrator
· Adobe Photoshop
· Sketchbook & pen/pencils
deliverables
· 1 postcard design per city
· 4 copies of physical Postcards 2 each (4in x 6in)
· Digital renderings for each city postcard
The approach
Showcasing the Culture
The two designs were meant to showcase the culture of both communities, and in a way guess what it's like to live in those cities. The Laredo postcard showcases the idea of living in Laredo the community and the subtle nod to history the city has. The Los Angeles one is a little more personal since its my host city it works more so as a harsh reality check of the bright lights that blind outsiders of the reality of living in Los Angeles.
1st Round Sketches Laredo postcard
Final Digital Renders from illustrator
Final results
the reality of Los Angeles
Postcard of the real Los Angeles. Under the stars and the bright lights, there is a cold truth of the forgotten Angelinos that sometimes isn't seen in the media. It has slowly become known of this harsh reality & Skid Row has become a more known street than the Hollywood Walk of Fame.
Final results
the cultural fusion in Laredo
the laredo post card showcases the fusion that exists in Laredo. The joining of both the American and Mexican border, two cultures coming together at one bridge, which in some areas in Laredo is reflected on the dinner table surrounded by the food that is shared and has been passed on from generation to generation. also showcasing the two birds the countries have in common the eagle, the bald eagle associated with America and the Golden eagle from Mexico.
