https://katdeguzman.com Katrina De Guzman Mon, 26 Feb 2024 20:45:24 +0000 https://katdeguzman.com en https://katdeguzman.com/Home Wed, 21 Apr 2021 12:32:40 +0000 Katrina De Guzman https://katdeguzman.com/Home KATRINA DE GUZMAN &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ART DIRECTION&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; GRAPHIC DESIGN &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; INTERIOR DESIGN&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; Get to know me ❃ Hey! I’m Katrina, but you can call me Kat. Feel free to look around&nbsp;︎ https://katdeguzman.com/Clients Wed, 06 Sep 2023 15:17:18 +0000 Katrina De Guzman https://katdeguzman.com/Clients KATRINA DE GUZMAN &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ART DIRECTION&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; GRAPHIC DESIGN &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; INTERIOR DESIGN&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Get to know me ❃ Below are client projects I’ve worked on as an art director and graphic designer!&nbsp;︎ https://katdeguzman.com/Internal-Medicine-Geriatric-of-Houston Mon, 26 Feb 2024 19:30:10 +0000 Katrina De Guzman https://katdeguzman.com/Internal-Medicine-Geriatric-of-Houston Internal Medicine &amp; Geriatrics of Houston, LLC ︎ second serve vintage Freelance Logo Project Art Direction and Graphic Design My client, Internal Medicine and Geriatrics of Houston LLC, asked for a brand identity refresh. Working as a freelance graphic designer, I designed a new modern logo and curated a new color palette for the clinic. The logo mark is inspired by a cocoon, symbolizing comfort, care, and encouragement of growth in a safe and welcoming environment. <img width="8000" height="3808" width_o="8000" height_o="3808" data-src="https://freight.cargo.site/t/original/i/ef25c5a533076baff2bcf1cd81d1d561c44aaabb8ad154588cf0fb3b5b8245f0/Internal-Medicine-Thumbnail.png" data-mid="205510728" border="0" src="https://freight.cargo.site/w/1000/i/ef25c5a533076baff2bcf1cd81d1d561c44aaabb8ad154588cf0fb3b5b8245f0/Internal-Medicine-Thumbnail.png" /> <img width="18872" height="5156" width_o="18872" height_o="5156" data-src="https://freight.cargo.site/t/original/i/406bdc3e791fc8da75000e2a7f0964928fa58940ca7164b0dc79b365584a7ca5/website-graphic-2.png" data-mid="205513844" border="0" src="https://freight.cargo.site/w/1000/i/406bdc3e791fc8da75000e2a7f0964928fa58940ca7164b0dc79b365584a7ca5/website-graphic-2.png" /> https://katdeguzman.com/Second-Serve-Vintage Mon, 26 Feb 2024 20:45:24 +0000 Katrina De Guzman https://katdeguzman.com/Second-Serve-Vintage second serve vintage ︎ Andrew Blooms second serve vintage&nbsp;︎︎︎ Art Direction and Graphic Design This is a vintage clothing retail business &amp; passion project of mine called second serve vintage. I played tennis competitively for the majority of my life and wanted to incorporate that part of myself into the store’s brand identity. It’s also a pun if you think about it! I’ve always loved thrifting and digging for vintage gems, so just being able to share my curated clothing finds with the world is incredibly fulfilling. <img width="12017" height="5729" width_o="12017" height_o="5729" data-src="https://freight.cargo.site/t/original/i/b78c51450a4204bc15f6dd90d11fefefd7bbc3fed8fbaa8e85aa34add041153d/Instagram-Post-Flat-Mockup-01.png" data-mid="205518898" border="0" src="https://freight.cargo.site/w/1000/i/b78c51450a4204bc15f6dd90d11fefefd7bbc3fed8fbaa8e85aa34add041153d/Instagram-Post-Flat-Mockup-01.png" /> <img width="12026" height="4535" width_o="12026" height_o="4535" data-src="https://freight.cargo.site/t/original/i/e5a66b5267942a06174eff8c2b15c074140b3a73774a343d177fd5bc48f7153f/Instagram-Post-Flat-Mockup-02.png" data-mid="205518899" border="0" src="https://freight.cargo.site/w/1000/i/e5a66b5267942a06174eff8c2b15c074140b3a73774a343d177fd5bc48f7153f/Instagram-Post-Flat-Mockup-02.png" /> <img width="6009" height="2865" width_o="6009" height_o="2865" data-src="https://freight.cargo.site/t/original/i/f5e251fa1e633c61b9a643c55e9f45d95cbab4d23781a63ea1de8a2e68e6e34b/smaller-06.png" data-mid="205519051" border="0" src="https://freight.cargo.site/w/1000/i/f5e251fa1e633c61b9a643c55e9f45d95cbab4d23781a63ea1de8a2e68e6e34b/smaller-06.png" /> <img width="3840" height="1920" width_o="3840" height_o="1920" data-src="https://freight.cargo.site/t/original/i/0fd0c91015cebd5c88f1c5e0e76b50f5f022a74ca6ccb6ba5014b839bf89fefb/ig-post-1.png" data-mid="205519125" border="0" src="https://freight.cargo.site/w/1000/i/0fd0c91015cebd5c88f1c5e0e76b50f5f022a74ca6ccb6ba5014b839bf89fefb/ig-post-1.png" /> <img width="6013" height="3009" width_o="6013" height_o="3009" data-src="https://freight.cargo.site/t/original/i/0a372594a3985107c51f278322e6c798f7f52fbcaff24917a7dcad7f26e4e2c3/smaller-03.png" data-mid="205519049" border="0" src="https://freight.cargo.site/w/1000/i/0a372594a3985107c51f278322e6c798f7f52fbcaff24917a7dcad7f26e4e2c3/smaller-03.png" /> https://katdeguzman.com/Andrew-Blooms Thu, 05 Oct 2023 16:37:44 +0000 Katrina De Guzman https://katdeguzman.com/Andrew-Blooms Andrew Blooms ︎&nbsp;eBay Creative Director: Paa Coss Art Direction and Design: Katrina De Guzman Senior Producer and Videographer: David Bunzey Writer: Lauren Highsmith In an effort to support local artists in Atlanta, BCG BrightHouse partnered with the rising fine artist, musician, and tattoo artist Andrew Blooms to promote his personal story and new store opening at Ponce City Market. Along with my project team, I art directed a 5-part short film called “Journey to Blooming” and designed multiple digital and physical assets for Andrew Blooms including hand-drawn icons and promotional posters. When the short film was complete, we hosted a viewing party at his store, Blooms Emporium. <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/da0d72b9eddf18af40a6f752d657adcbd98318b80e12c3a3fcf7c18bdb84081f/crane.png" data-mid="192947130" border="0" data-draggable src="https://freight.cargo.site/w/1000/i/da0d72b9eddf18af40a6f752d657adcbd98318b80e12c3a3fcf7c18bdb84081f/crane.png" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/0e30ec5710c01d66bb753467ee8bf67a69e11c91504fadaefad5b599c8bcaf7b/koi-fish.png" data-mid="192947132" border="0" data-draggable src="https://freight.cargo.site/w/1000/i/0e30ec5710c01d66bb753467ee8bf67a69e11c91504fadaefad5b599c8bcaf7b/koi-fish.png" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/691a227c5009405bd29d2f46e894230ad1817cadd40c79017dbf2298a613654d/lantern.png" data-mid="192947133" border="0" data-draggable src="https://freight.cargo.site/w/1000/i/691a227c5009405bd29d2f46e894230ad1817cadd40c79017dbf2298a613654d/lantern.png" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/9ea1d9d081ccc4c51f10f460b5af8a7575c146b7b90bc8010f5436eb9dbf9c03/tiger.png" data-mid="192947135" border="0" data-draggable src="https://freight.cargo.site/w/1000/i/9ea1d9d081ccc4c51f10f460b5af8a7575c146b7b90bc8010f5436eb9dbf9c03/tiger.png" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/db43de54bd70404fb615736fb50796b8ba19e3985cda419fa0ca0eac4b836c2d/peony.png" data-mid="192947134" border="0" data-draggable src="https://freight.cargo.site/w/1000/i/db43de54bd70404fb615736fb50796b8ba19e3985cda419fa0ca0eac4b836c2d/peony.png" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/3879bf864a3dbc36860d890025e438a95a033d47f19c117bd299d7859d3f670c/dragon.png" data-mid="192947131" border="0" data-draggable src="https://freight.cargo.site/w/1000/i/3879bf864a3dbc36860d890025e438a95a033d47f19c117bd299d7859d3f670c/dragon.png" /> <img width="4000" height="1904" width_o="4000" height_o="1904" data-src="https://freight.cargo.site/t/original/i/87e25d45da897a1cd07ad4c970526baf1cb741872cc52688d56f2a0fd785825a/Andrew-Blooms-Thumbnail-v2.png" data-mid="192840968" border="0" src="https://freight.cargo.site/w/1000/i/87e25d45da897a1cd07ad4c970526baf1cb741872cc52688d56f2a0fd785825a/Andrew-Blooms-Thumbnail-v2.png" /> <img width="3900" height="4000" width_o="3900" height_o="4000" data-src="https://freight.cargo.site/t/original/i/cd249d707a65ac949839b825c00de8f4f1b4b2a04b5c9ea3fc6d1b43000ad596/MM_UrbanPoster_UP-G-10.jpg" data-mid="193623200" border="0" src="https://freight.cargo.site/w/1000/i/cd249d707a65ac949839b825c00de8f4f1b4b2a04b5c9ea3fc6d1b43000ad596/MM_UrbanPoster_UP-G-10.jpg" /> <img width="4800" height="6000" width_o="4800" height_o="6000" data-src="https://freight.cargo.site/t/original/i/087a5a8c20ad9cf6e5e92c1761b424bea0a6ccf6c5d09e6304de11a7b41fc295/Andrew-Blooms-Save-the-Date.jpg" data-mid="192946934" border="0" src="https://freight.cargo.site/w/1000/i/087a5a8c20ad9cf6e5e92c1761b424bea0a6ccf6c5d09e6304de11a7b41fc295/Andrew-Blooms-Save-the-Date.jpg" /> <img width="4801" height="6000" width_o="4801" height_o="6000" data-src="https://freight.cargo.site/t/original/i/d1518de224b038adccebfa137abbe1aa305588d92ad783c955c6e89d731bd588/Andrew-Blooms-Posters-icons-07.jpg" data-mid="192947641" border="0" src="https://freight.cargo.site/w/1000/i/d1518de224b038adccebfa137abbe1aa305588d92ad783c955c6e89d731bd588/Andrew-Blooms-Posters-icons-07.jpg" /> <img width="4801" height="6001" width_o="4801" height_o="6001" data-src="https://freight.cargo.site/t/original/i/09572a200cac3aedb4543756bb57a8c2e7a668097fca96f9d863912ea5c7b961/Andrew-Blooms-Posters-icons-08.jpg" data-mid="192947642" border="0" src="https://freight.cargo.site/w/1000/i/09572a200cac3aedb4543756bb57a8c2e7a668097fca96f9d863912ea5c7b961/Andrew-Blooms-Posters-icons-08.jpg" /> <img width="2048" height="1149" width_o="2048" height_o="1149" data-src="https://freight.cargo.site/t/original/i/3c30100395450303915c1b360df64d307e9879bcce1a5c0e7f2efa9bef7937ae/1695397978658.jpeg" data-mid="192948824" border="0" src="https://freight.cargo.site/w/1000/i/3c30100395450303915c1b360df64d307e9879bcce1a5c0e7f2efa9bef7937ae/1695397978658.jpeg" /> <img width="828" height="465" width_o="828" height_o="465" data-src="https://freight.cargo.site/t/original/i/c7a6882a5f9320bc2309a5b2ac74e3a68c2ab9e0f7f19629b678606a604ad75e/1695394655806.jpeg" data-mid="192948823" border="0" src="https://freight.cargo.site/w/828/i/c7a6882a5f9320bc2309a5b2ac74e3a68c2ab9e0f7f19629b678606a604ad75e/1695394655806.jpeg" /> <img width="2048" height="1149" width_o="2048" height_o="1149" data-src="https://freight.cargo.site/t/original/i/7014889040b03beaed3e4fac30ac2dbc915d53f6654bbbcbb177682e51587038/1695400737102.jpeg" data-mid="192948825" border="0" src="https://freight.cargo.site/w/1000/i/7014889040b03beaed3e4fac30ac2dbc915d53f6654bbbcbb177682e51587038/1695400737102.jpeg" /> <img width="2048" height="1149" width_o="2048" height_o="1149" data-src="https://freight.cargo.site/t/original/i/914c04c6c0f32bcc6f22f521ec5201e40a2ea8723fdf970899e64e0138030b9f/1695400757724.jpeg" data-mid="192948826" border="0" src="https://freight.cargo.site/w/1000/i/914c04c6c0f32bcc6f22f521ec5201e40a2ea8723fdf970899e64e0138030b9f/1695400757724.jpeg" /> <img width="1169" height="645" width_o="1169" height_o="645" data-src="https://freight.cargo.site/t/original/i/3870b9ff1a49e25654a10216d32b11cce94bc20e4664055f8ff3d7a1c43e623a/IMG_4569.jpg" data-mid="192948828" border="0" src="https://freight.cargo.site/w/1000/i/3870b9ff1a49e25654a10216d32b11cce94bc20e4664055f8ff3d7a1c43e623a/IMG_4569.jpg" /> <img width="1169" height="646" width_o="1169" height_o="646" data-src="https://freight.cargo.site/t/original/i/07ff32fb38ef24aee53b90f022d6d05235d7df3f716d44fe36295596221b874a/IMG_4572.jpg" data-mid="192948829" border="0" src="https://freight.cargo.site/w/1000/i/07ff32fb38ef24aee53b90f022d6d05235d7df3f716d44fe36295596221b874a/IMG_4572.jpg" /> https://katdeguzman.com/eBay Thu, 05 Oct 2023 16:38:42 +0000 Katrina De Guzman https://katdeguzman.com/eBay eBay ︎&nbsp;Arbor Day Foundation Creative Director: Paa Coss Art Direction and Design: Katrina De Guzman Writers: Adil Hussain and Lauren Highsmith “REINVENT THE FUTURE OF E-COMMERCE FOR ENTHUSIASTS.” eBay came to BCG BrightHouse looking to come up with a new rallying cry for the organization along with a campaign to activate that rallying cry internally. Alongside writers and strategists, the creative team came up with several activation ideas for eBay including company swag, eBay branded teas, a found object art museum, a rallying cry playbook, investor day, and a video series. The ideas all tie back to the enthusiasts that make up eBay as a community. <img width="1920" height="600" width_o="1920" height_o="600" data-src="https://freight.cargo.site/t/original/i/609c89badda8f5cb5adb1d04b94b1a7364065b8fa1859366803aa78615d16191/Untitled-1.png" data-mid="192950130" border="0" src="https://freight.cargo.site/w/1000/i/609c89badda8f5cb5adb1d04b94b1a7364065b8fa1859366803aa78615d16191/Untitled-1.png" /> Activation Ideas Focus (Category)&nbsp; Teas 5 focus categories:FashionCollectiblesElectronicsParts &amp; AccessoriesHome &amp; Garden We've blended teas that reinvent you into tip-top enthusiast-model form. Come together over a cup of tea and get to know enthusiasts through the flavor names that represent the main focus categories. While you collaborate and connect, prepare for the future of ecommerce with tea properties that aid in better decision-making, performance, relaxation, wellness, and focus. <img width="3000" height="2200" width_o="3000" height_o="2200" data-src="https://freight.cargo.site/t/original/i/d002d8a6ab56d039c63ac5f496b82115a13ef12898ae6315c8c7d7ea85292c08/tea-box-v2.png" data-mid="192950619" border="0" src="https://freight.cargo.site/w/1000/i/d002d8a6ab56d039c63ac5f496b82115a13ef12898ae6315c8c7d7ea85292c08/tea-box-v2.png" /> <img width="4000" height="3000" width_o="4000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/9a9310388c6e9bb6710b627c5a46117405a8a4313bd7415b688df33ed5de96c9/tea-mockup_group.png" data-mid="192950620" border="0" src="https://freight.cargo.site/w/1000/i/9a9310388c6e9bb6710b627c5a46117405a8a4313bd7415b688df33ed5de96c9/tea-mockup_group.png" /> <img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/65b6f1f5f869a974b9b9864d6d70c0d5321f2d013a7d702bc09db718e9b252ae/ebay-pencil-planter.png" data-mid="192950956" border="0" src="https://freight.cargo.site/w/1000/i/65b6f1f5f869a974b9b9864d6d70c0d5321f2d013a7d702bc09db718e9b252ae/ebay-pencil-planter.png" /> Activation Ideas Transformative Pencil Planter Employees can metaphorically nurture the future of ecommerce for enthusiasts. First, employees will use the pencil planter to write about their hopes for how eBay will reinvent ecommerce. Then, they will plant their hope - a.k.a. the pencil - and make daily efforts towards helping it transform and blossom. Activation Ideas Rallying Cry PlaybookTo reinvent ecommerce, we must reinvent the ways eBay thinks and moves. Let’s help eBayers on all levels have clarity on our priorities and goals with a multi-use workbook that is both a planner and a pamphlet. This workbook modifies the Leader Toolkit to be applicable to all employees so they can help transform eBay and ecommerce throug improved organization, deeper discovery, and purpose-driven play. <img width="4000" height="2800" width_o="4000" height_o="2800" data-src="https://freight.cargo.site/t/original/i/a8a79e07369f1d2e7602176b011e72bdf2eb70df735e91d2ebc197138f1516db/eBay-playbook.png" data-mid="192950733" border="0" src="https://freight.cargo.site/w/1000/i/a8a79e07369f1d2e7602176b011e72bdf2eb70df735e91d2ebc197138f1516db/eBay-playbook.png" /> <img width="1300" height="1366" width_o="1300" height_o="1366" data-src="https://freight.cargo.site/t/original/i/ed20b48dfa23432c230d60d69780a0a5bd12486bc120143583ad93d8f9c7bf02/gallery.png" data-mid="192950655" border="0" src="https://freight.cargo.site/w/1000/i/ed20b48dfa23432c230d60d69780a0a5bd12486bc120143583ad93d8f9c7bf02/gallery.png" /> <img width="2119" height="1414" width_o="2119" height_o="1414" data-src="https://freight.cargo.site/t/original/i/e10ef117eab58d9299d43590c6aafcb68dcb453537d006c38d5c3c115750e9ea/iphone-360.png" data-mid="192950658" border="0" src="https://freight.cargo.site/w/1000/i/e10ef117eab58d9299d43590c6aafcb68dcb453537d006c38d5c3c115750e9ea/iphone-360.png" /> Activation Ideas Reinvent Upcycle Museum We can commission artists to reinvent ecommerce by creating found object art to tour eBay’s office locations. The found objects will be materials that the artists source from eBay, and these eBay finds will be upcycled into fine art. Once the art has toured eBay, it will be available online for a public auction. The profits will go to the artist and/or a cause that moves and inspires the artist. Strategic Unifying FrameworksThese frameworks were designed to keep the organization aligned on their strategic goals while staying true to eBay’s unique visual identity. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b431c836fee24258856814a7135c4605f9c6dec05c44ff85e9da8411fc299270/eBay-store-display.png" data-mid="192950833" border="0" src="https://freight.cargo.site/w/1000/i/b431c836fee24258856814a7135c4605f9c6dec05c44ff85e9da8411fc299270/eBay-store-display.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/388f23ce789f252ac2da8379b6daff2ec2453c90a9dec4e6e7cd341c687e4b73/Sparkle-UF_with-text.png" data-mid="192950921" border="0" src="https://freight.cargo.site/w/1000/i/388f23ce789f252ac2da8379b6daff2ec2453c90a9dec4e6e7cd341c687e4b73/Sparkle-UF_with-text.png" /> https://katdeguzman.com/Arbor-Day-Foundation Thu, 05 Oct 2023 16:33:34 +0000 Katrina De Guzman https://katdeguzman.com/Arbor-Day-Foundation Arbor Day Foundation ︎ We Love Buford Highway Creative Director: Ryan Taylor Art Direction: Katrina De Guzman Design: Katrina De Guzman and Alanna Minor Writer: Adil Hussain Arbor Day Foundation came to us for a creative campaign to encourage the public, corporate partners, and philanthropists to help them plant 500 million trees in the next 5 years. The campaign we created, “A Tree Can Be,” included its own visual identity, website design, social posts, and campaign video. “A Tree Can Be” illustrates all of the ways that trees contribute to the greater good. Visual Design System The creative team and I created this visual design system for Arbor Day Foundation that mimics a tree’s structure. The white space on either side of the layout represents a tree trunk, and the bold type branches off of the trunk like leaves.&nbsp; You can see the system applied below in web and social layouts. <img width="2158" height="938" width_o="2158" height_o="938" data-src="https://freight.cargo.site/t/original/i/de3ce3143632b33580306def1a155c85ea53b1e8f7a301121ef641088b9fb699/Screen-Shot-2023-10-13-at-2.00.04-PM.png" data-mid="193628565" border="0" src="https://freight.cargo.site/w/1000/i/de3ce3143632b33580306def1a155c85ea53b1e8f7a301121ef641088b9fb699/Screen-Shot-2023-10-13-at-2.00.04-PM.png" /> <img width="2880" height="1371" width_o="2880" height_o="1371" data-src="https://freight.cargo.site/t/original/i/262283e2bc84f990f75eb575ac0db11421dc51d54c840a93e328b5e590f7d8cd/ADF-Thumbnail.gif" data-mid="192837333" border="0" src="https://freight.cargo.site/w/1000/i/262283e2bc84f990f75eb575ac0db11421dc51d54c840a93e328b5e590f7d8cd/ADF-Thumbnail.gif" /> <img width="1920" height="833" width_o="1920" height_o="833" data-src="https://freight.cargo.site/t/original/i/0d31e17ee9fde0b131d11dfced0d59b033491f96dbb36610e6712987bd270b27/ADF-tree-can-be-gallery-slide-2.png" data-mid="193395793" border="0" src="https://freight.cargo.site/w/1000/i/0d31e17ee9fde0b131d11dfced0d59b033491f96dbb36610e6712987bd270b27/ADF-tree-can-be-gallery-slide-2.png" /> <img width="1920" height="833" width_o="1920" height_o="833" data-src="https://freight.cargo.site/t/original/i/a62671e39c871528afdfd25670482fdf308704d616efac136e3d15bc2708ab83/ADF-tree-can-be-gallery-slide-1.png" data-mid="193395792" border="0" src="https://freight.cargo.site/w/1000/i/a62671e39c871528afdfd25670482fdf308704d616efac136e3d15bc2708ab83/ADF-tree-can-be-gallery-slide-1.png" /> <img width="1920" height="833" width_o="1920" height_o="833" data-src="https://freight.cargo.site/t/original/i/32c8cd0b9015ed32ca0cd54fcc593238a2d86e4d3a6cb580d9421221dae67345/ADF-tree-can-be-gallery-slide-3.png" data-mid="193395794" border="0" src="https://freight.cargo.site/w/1000/i/32c8cd0b9015ed32ca0cd54fcc593238a2d86e4d3a6cb580d9421221dae67345/ADF-tree-can-be-gallery-slide-3.png" /> <img width="1920" height="833" width_o="1920" height_o="833" data-src="https://freight.cargo.site/t/original/i/bc67cacbfb16602ae4c8c07dc7f461cc251b00ad9cf79791d14915887c58a8f2/ADF-tree-can-be-gallery-slide-4.png" data-mid="193395795" border="0" src="https://freight.cargo.site/w/1000/i/bc67cacbfb16602ae4c8c07dc7f461cc251b00ad9cf79791d14915887c58a8f2/ADF-tree-can-be-gallery-slide-4.png" /> <img width="1920" height="833" width_o="1920" height_o="833" data-src="https://freight.cargo.site/t/original/i/2bd18b5edbd1453c3a0f8094dfba26781beb586904908377cf7b2c4a55e0bf21/ADF-tree-can-be-gallery-slide-5.png" data-mid="193395796" border="0" src="https://freight.cargo.site/w/1000/i/2bd18b5edbd1453c3a0f8094dfba26781beb586904908377cf7b2c4a55e0bf21/ADF-tree-can-be-gallery-slide-5.png" /> <img width="2119" height="1414" width_o="2119" height_o="1414" data-src="https://freight.cargo.site/t/original/i/faef49e82858e2b01ae0f162cd2f025a3ef1f990b5b72b339c4d5b6a20d4a973/iphone.png" data-mid="193399343" border="0" src="https://freight.cargo.site/w/1000/i/faef49e82858e2b01ae0f162cd2f025a3ef1f990b5b72b339c4d5b6a20d4a973/iphone.png" /> <img width="1920" height="5441" width_o="1920" height_o="5441" data-src="https://freight.cargo.site/t/original/i/55b6cddd2a590569083814eaac00c008aeddc499a9242fcd294ba9c833cc6ec3/ADF-web-design-desktop-OVERVIEW.png" data-mid="193400164" border="0" src="https://freight.cargo.site/w/1000/i/55b6cddd2a590569083814eaac00c008aeddc499a9242fcd294ba9c833cc6ec3/ADF-web-design-desktop-OVERVIEW.png" /> <img width="2156" height="1210" width_o="2156" height_o="1210" data-src="https://freight.cargo.site/t/original/i/fac7a5905e605bdfaac6a1ccf7997e35cea6163d132f707fc28a5a225c06356d/Screen-Shot-2023-10-11-at-12.22.59-PM.png" data-mid="193395608" border="0" src="https://freight.cargo.site/w/1000/i/fac7a5905e605bdfaac6a1ccf7997e35cea6163d132f707fc28a5a225c06356d/Screen-Shot-2023-10-11-at-12.22.59-PM.png" /> <img width="5522" height="6218" width_o="5522" height_o="6218" data-src="https://freight.cargo.site/t/original/i/5df3469653f95a94347c5a18448c8de9d1f0351ffee4266fc1884652b8c9f87f/BraveTree.jpg" data-mid="193628873" border="0" src="https://freight.cargo.site/w/1000/i/5df3469653f95a94347c5a18448c8de9d1f0351ffee4266fc1884652b8c9f87f/BraveTree.jpg" /> <img width="2156" height="1210" width_o="2156" height_o="1210" data-src="https://freight.cargo.site/t/original/i/0feac53446c9f5e0b9e43c36bedc8a7036ec2b2770e85f6ae89ea068ae1a1adf/Screen-Shot-2023-10-11-at-12.23.33-PM.png" data-mid="193395610" border="0" src="https://freight.cargo.site/w/1000/i/0feac53446c9f5e0b9e43c36bedc8a7036ec2b2770e85f6ae89ea068ae1a1adf/Screen-Shot-2023-10-11-at-12.23.33-PM.png" /> Artist Commission As part of the Tree Can Be campaign, we had the idea to commission fine artists to interpret what a tree can be. These art pieces would then be used as a part of campaign promotion materials and eventually a gallery to attract stakeholders and raise awareness of the cause.&nbsp; Fine artist and illustrator, Paula Stein, was the first artist to be commissioned. Her final piece interpreted how a tree can be brave. The upward angle shows the tree’s strength and power. https://katdeguzman.com/We-Love-Buford-Highway Thu, 05 Oct 2023 16:39:14 +0000 Katrina De Guzman https://katdeguzman.com/We-Love-Buford-Highway We Love Buford Highway ︎&nbsp;Empatia Creative Director: Paa Coss Art Direction: Katrina De Guzman Design: Katrina De Guzman and Sarah Hernandez Writer: Adil Hussain We Love Buford Highway is a 501(C)3 nonprofit preserving the multicultural identity of Atlanta’s Buford Highway. Our team was tasked with writing their new strategic vision line, “Curate a multicultural coalition to illuminate how immigrants thrive in an ever-changing South.” I designed a unifying framework for the organization, which lays out their mission, vision, and values within a structure that represents the unique and diverse shop signage you see along Buford Highway. The team and I also came up with bonus ideas to activate their new vision line within the organization. <img width="4000" height="1904" width_o="4000" height_o="1904" data-src="https://freight.cargo.site/t/original/i/7d881fc5074f4e212002889586bf2fa8632898031b68328dd2560fefc17b2d78/WLBH-Thumbnail.png" data-mid="192841650" border="0" src="https://freight.cargo.site/w/1000/i/7d881fc5074f4e212002889586bf2fa8632898031b68328dd2560fefc17b2d78/WLBH-Thumbnail.png" /> <img width="2550" height="3300" width_o="2550" height_o="3300" data-src="https://freight.cargo.site/t/original/i/75a0b39d84be1e13ddc574ed03286c625cdf76812292ee4712c4b7b7ef3663a2/Option-1-Transparent.png" data-mid="193401075" border="0" src="https://freight.cargo.site/w/1000/i/75a0b39d84be1e13ddc574ed03286c625cdf76812292ee4712c4b7b7ef3663a2/Option-1-Transparent.png" /> <img width="2076" height="1014" width_o="2076" height_o="1014" data-src="https://freight.cargo.site/t/original/i/a437397d9dbb7bae7eb668544c8f9e6114cee5ca99274b43a59387d2f6782883/Screen-Shot-2023-10-11-at-1.33.31-PM.png" data-mid="193400999" border="0" src="https://freight.cargo.site/w/1000/i/a437397d9dbb7bae7eb668544c8f9e6114cee5ca99274b43a59387d2f6782883/Screen-Shot-2023-10-11-at-1.33.31-PM.png" /> Vision Activation Ideas Passport to Buford Highway As an invitation for people to explore all that Buford Highway has to offer, let’s create branded passports with our new vision on the cover. The little booklet can be a showcase of local immigrants thriving. It could include information about the corridor, suggestions on how to support WLBH, and pages showcasing some of the most thriving restaurants, businesses, and other locations. After visiting those establishments, you get your passport stamped and a completed passport becomes a social badge of honor. <img width="4000" height="3200" width_o="4000" height_o="3200" data-src="https://freight.cargo.site/t/original/i/c3cfaf74fad04c9eb31fc8af4c726790510d9c99c7ffbbd851e92250825c6648/Passport-to-Buford-Highway.png" data-mid="193401150" border="0" src="https://freight.cargo.site/w/1000/i/c3cfaf74fad04c9eb31fc8af4c726790510d9c99c7ffbbd851e92250825c6648/Passport-to-Buford-Highway.png" /> <img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/9ec726b8718cc41a185eeae3996d4e5cc12624d83ea7573e85b5d57a0ef2ab7f/WLBH-Meal-Kit.png" data-mid="193401152" border="0" src="https://freight.cargo.site/w/1000/i/9ec726b8718cc41a185eeae3996d4e5cc12624d83ea7573e85b5d57a0ef2ab7f/WLBH-Meal-Kit.png" /> Vision Activation Ideas Buford Highway Meal Kits Several times a year, we can curate a collection of favorite ingredients in immigrant cuisines and package them with a few recipe cards from great chefs on Buford Highway. In addition, the box can include the stories of the families who make up the highway, what issues concern them and how patrons can help, and invitations to engage further with WLBH. Vision Activation Ideas FEAST Live Art + Auction We invited fine artist, Andrew Blooms, to do a live painting at FEAST, a fundraising cultural celebration hosted by We Love Buford Highway. The work he features will be tied to the vision line and show his artistic interpretation of “immigrants thriving”, “ever-changing south”, or “multicultural coalition”. Andrew’s art piece was sold in a silent auction to raise money for WLBH. <img width="1000" height="662" width_o="1000" height_o="662" data-src="https://freight.cargo.site/t/original/i/fb4bc5b6ee4194147d5e98bdea3c6cac2364ed8d34b89ebdc7d1015968bfd931/Screenshot-2023-09-07-150405.png" data-mid="193401370" border="0" src="https://freight.cargo.site/w/1000/i/fb4bc5b6ee4194147d5e98bdea3c6cac2364ed8d34b89ebdc7d1015968bfd931/Screenshot-2023-09-07-150405.png" /> <img width="1000" height="672" width_o="1000" height_o="672" data-src="https://freight.cargo.site/t/original/i/ee32e26559e6cb7b8050ddb0f928edc1398e1d24e43dbe355b274c792962dca2/Screenshot-2023-09-07-151606.png" data-mid="193401371" border="0" src="https://freight.cargo.site/w/1000/i/ee32e26559e6cb7b8050ddb0f928edc1398e1d24e43dbe355b274c792962dca2/Screenshot-2023-09-07-151606.png" /> <img width="1000" height="661" width_o="1000" height_o="661" data-src="https://freight.cargo.site/t/original/i/5d50b0b26dd8864d1d0c4a4e2414f57190ada0de75a48014ba46ff9f4e53de2e/Screenshot-2023-09-07-152257.png" data-mid="193401373" border="0" src="https://freight.cargo.site/w/1000/i/5d50b0b26dd8864d1d0c4a4e2414f57190ada0de75a48014ba46ff9f4e53de2e/Screenshot-2023-09-07-152257.png" /> <img width="1000" height="662" width_o="1000" height_o="662" data-src="https://freight.cargo.site/t/original/i/f7e0ab9febe72357bd08a9af652307e07dc3c2068d6fd95420428003ef47ce6b/Screenshot-2023-09-07-152342.png" data-mid="193401374" border="0" src="https://freight.cargo.site/w/1000/i/f7e0ab9febe72357bd08a9af652307e07dc3c2068d6fd95420428003ef47ce6b/Screenshot-2023-09-07-152342.png" /> https://katdeguzman.com/Empatia Thu, 05 Oct 2023 17:57:04 +0000 Katrina De Guzman https://katdeguzman.com/Empatia Empatia ︎&nbsp;Student Work Creative Director: Jeff Harter Art Direction: Katrina De Guzman Design: Katrina De Guzman and Alanna Minor Writer: Nathan Sauber Humana came to BCG BrightHouse looking for a new brand identity for their palliative care service, Empatia. I designed the brand’s identity including its mark and entire visual design system.&nbsp; <img width="4000" height="1904" width_o="4000" height_o="1904" data-src="https://freight.cargo.site/t/original/i/52fab3bf62b3a472356180e77ea03313cfe6572721bed7d60546117484909b17/Empatia-Thumbnail.png" data-mid="192842632" border="0" src="https://freight.cargo.site/w/1000/i/52fab3bf62b3a472356180e77ea03313cfe6572721bed7d60546117484909b17/Empatia-Thumbnail.png" /> The Empatia Logo This logo symbolizes the strength of two hands nurturing and holding a light that signifies the one within each and every one of us. For Empatia’s patients, this light shows that they will show up and care for them. For their families, Empatia will guide them with grace and love. And also within Empatia, to support peers and colleagues as they go out into the world and care for the lives of many. <img width="1076" height="296" width_o="1076" height_o="296" data-src="https://freight.cargo.site/t/original/i/2fc6ee1e9091eeff5b60e2596301557ba44d224f9ea4a49ceb4a66bd49162e67/Screen-Shot-2023-10-13-at-2.49.47-PM.png" data-mid="193630694" border="0" src="https://freight.cargo.site/w/1000/i/2fc6ee1e9091eeff5b60e2596301557ba44d224f9ea4a49ceb4a66bd49162e67/Screen-Shot-2023-10-13-at-2.49.47-PM.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/1ddb2356acaf10a55532e2704e2784432789e07d1f2b77ce1c54c951185711c2/Empatia-Updated-Color-Palette.png" data-mid="193630165" border="0" src="https://freight.cargo.site/w/1000/i/1ddb2356acaf10a55532e2704e2784432789e07d1f2b77ce1c54c951185711c2/Empatia-Updated-Color-Palette.png" /> <img width="2172" height="1220" width_o="2172" height_o="1220" data-src="https://freight.cargo.site/t/original/i/4974034dc94d0ee95a7e7b12e874939c75a162983af5952666da780f7feb65a7/Screen-Shot-2023-10-13-at-2.53.05-PM.png" data-mid="193630799" border="0" src="https://freight.cargo.site/w/1000/i/4974034dc94d0ee95a7e7b12e874939c75a162983af5952666da780f7feb65a7/Screen-Shot-2023-10-13-at-2.53.05-PM.png" /> <img width="2170" height="920" width_o="2170" height_o="920" data-src="https://freight.cargo.site/t/original/i/0acd2678731270a8ae7f524927e01e144302bfef4529218eeeffdb2da61847f5/Screen-Shot-2023-10-13-at-2.38.01-PM.png" data-mid="193630237" border="0" src="https://freight.cargo.site/w/1000/i/0acd2678731270a8ae7f524927e01e144302bfef4529218eeeffdb2da61847f5/Screen-Shot-2023-10-13-at-2.38.01-PM.png" /> <img width="2172" height="1222" width_o="2172" height_o="1222" data-src="https://freight.cargo.site/t/original/i/30cc41722e26664681e6f698109c8016bdc7f9aca1b4946d8ec566cb3ca6f4bb/Screen-Shot-2023-10-13-at-2.58.47-PM.png" data-mid="193631049" border="0" src="https://freight.cargo.site/w/1000/i/30cc41722e26664681e6f698109c8016bdc7f9aca1b4946d8ec566cb3ca6f4bb/Screen-Shot-2023-10-13-at-2.58.47-PM.png" /> Visual Design System The system we designed for Empatia consists of a brand color palette, color pairings, unique visual devices, and examples of these put to use in layouts and swag. <img width="3000" height="2250" width_o="3000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/1fd6b7a4c330af76a4ee0d1ecbe20d17991645cb8b9268b4497b690e9f581674/Empatia-Business-Card-Mockup.jpg" data-mid="193630133" border="0" src="https://freight.cargo.site/w/1000/i/1fd6b7a4c330af76a4ee0d1ecbe20d17991645cb8b9268b4497b690e9f581674/Empatia-Business-Card-Mockup.jpg" /> <img width="1910" height="1268" width_o="1910" height_o="1268" data-src="https://freight.cargo.site/t/original/i/6ceb5af754f27abbcc9e5b87898010e929a62567a7b91398b47c80828345475c/Screen-Shot-2023-10-13-at-2.37.05-PM.png" data-mid="193630200" border="0" src="https://freight.cargo.site/w/1000/i/6ceb5af754f27abbcc9e5b87898010e929a62567a7b91398b47c80828345475c/Screen-Shot-2023-10-13-at-2.37.05-PM.png" /> <img width="1178" height="1562" width_o="1178" height_o="1562" data-src="https://freight.cargo.site/t/original/i/32b88ef0627bb74e8809636d8908fa01615d88a470c8e4d3efc1c81cdd2a0175/Screen-Shot-2023-10-13-at-2.36.31-PM.png" data-mid="193630171" border="0" src="https://freight.cargo.site/w/1000/i/32b88ef0627bb74e8809636d8908fa01615d88a470c8e4d3efc1c81cdd2a0175/Screen-Shot-2023-10-13-at-2.36.31-PM.png" /> <img width="2170" height="1218" width_o="2170" height_o="1218" data-src="https://freight.cargo.site/t/original/i/49ffb0b9223ff84e07335e639d085a21e0b135051f2797665a652958f20b0502/Screen-Shot-2023-10-13-at-2.38.47-PM.png" data-mid="193630307" border="0" src="https://freight.cargo.site/w/1000/i/49ffb0b9223ff84e07335e639d085a21e0b135051f2797665a652958f20b0502/Screen-Shot-2023-10-13-at-2.38.47-PM.png" /> <img width="2170" height="1218" width_o="2170" height_o="1218" data-src="https://freight.cargo.site/t/original/i/071a92e87df710b73de4f0a9ed1c3496113c4b16c220b87249cbbdd64a4a9f8c/Screen-Shot-2023-10-13-at-2.39.05-PM.png" data-mid="193630311" border="0" src="https://freight.cargo.site/w/1000/i/071a92e87df710b73de4f0a9ed1c3496113c4b16c220b87249cbbdd64a4a9f8c/Screen-Shot-2023-10-13-at-2.39.05-PM.png" /> <img width="2172" height="1220" width_o="2172" height_o="1220" data-src="https://freight.cargo.site/t/original/i/fe108b8d0d1bb74b2d9778bb70517e193200eaaa7678c78f25cea2e4fbd85f31/Screen-Shot-2023-10-13-at-2.39.41-PM.png" data-mid="193630336" border="0" src="https://freight.cargo.site/w/1000/i/fe108b8d0d1bb74b2d9778bb70517e193200eaaa7678c78f25cea2e4fbd85f31/Screen-Shot-2023-10-13-at-2.39.41-PM.png" /> <img width="2172" height="1222" width_o="2172" height_o="1222" data-src="https://freight.cargo.site/t/original/i/fd487a976897d90e578ae27f9493ff1beac90b8284697f4c7aa2399aec957d9a/Screen-Shot-2023-10-13-at-2.39.19-PM.png" 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https://katdeguzman.com/Student-Work-1 Tue, 05 Sep 2023 16:34:31 +0000 Katrina De Guzman https://katdeguzman.com/Student-Work-1 KATRINA DE GUZMAN &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ART DIRECTION&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; GRAPHIC DESIGN &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; INTERIOR DESIGN&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Get to know me ❃ Below are some of my favorite projects I completed in my advertising classes at SCAD ︎