Fernando Creative Design

Chicago Field Museum Branding: Nature animal illustration design branding advertising marketing campaign logo identity design

2017-01-16T23:56:00.000-08:00

This project is both an illustration showcase and branding concept. I created all of the illustrations, logo design, and overall branding. The group, “Artists at the Field” gather weekly to illustrate the animals and artifacts at the Chicago Field Museum. With strategic implementation, this brand concept could transform an informal group into a valuable asset and an additional attraction for museum goers. The brand has a diverse color palette that can be used throughout the brands touch points.

The logo lettering is based off of Gotham bold, it’s simplistic structure accentuates the T-rex silhouette in the “E” to reveal one of the main attractions of the Museum, Sue the T-rex. Finally, I added bold paint brush strokes behind the logo to convey the artistic aspect of the group. I illustrated all of the artwork using pencil, color pencil, and water color. The result is a bold and colorful brand that helps refresh the museum, establish a talented group of artists, and ushers a traditional industry into the modern era.

Crawford packaging rebrand design. Identity, 3D pallet display, iconography, brand guide, CPG.

2015-09-16T00:56:00.001-07:00

Crawford was founded as a small garage organization company in the 1960’s. After years of launching one innovative product after another, they became a leader in garage storage, hooks, hangers, pegboard accessories, smart systems and specialty storage products. After forty years of growth, it was time for a significant identity evolution. We refreshed the brand by introducing a modernized identity, brand expression, sleek packaging, and a merchandising system that allowed for expanded SKUs, better communication on shelf, and a greater presence at top retail stores throughout North America.

The objective was to create an identity that visually communicated the brand values: Strength, Modern, Innovative, and Leader. The logo combines the image of a garage and the letter “C” to produce a unique brandmark that’s simple, iconic, and most importantly - relevant to today’s market.

The foundation of the packaging design is a modern color palette of cyan and black, along with dynamic angles that frame the content to truly capture the innovative product line. The photography is sharp and bright, with pops of color. The typography is clean and echoes the brand attributes, while reinforcing the industrial look and feel. The iconography is the finishing touch that gives emphasis to the key product features.

Organic chocolate package design update: Loiza dark chocolate branding and merchandiser display

2012-10-18T16:25:00.001-07:00

Here is an updated version of the Loiza Dark chocolate packaging design I've been working on lately. I added a few more colors and made some tweaks to the landscape illustration. Loiza Dark is an artisan chocolate made in Puerto Rico. I created the illustration on the package design based on a photo of the actual growing fields of the cacao trees. To my surprise chocolate isn't made by tiny orange people called oompa loompas. I created a custom die-line for the merchandising display case to accentuate the tree foliage. This is the only one of the many chocolate product offerings from this company that we are developing.

Crawford package design and Merchandiser II: Rebranding and Creative Direction

2012-10-18T16:16:00.000-07:00

Crawford is the industry leader in garage storage and organization products. This aging brand needed a splash of modern style to revamp it’s identity so we redesigned their entire brand from the ground up by modernizing their logo and introducing a new exciting package design system with a sleek blue and black color scheme, a cutting edge layout and fresh photography. I created several merchandiser variations, and floor display design, along with some 3d renderings to assist the product engineers. As part of spearheading the rebranding I created the catalogs, sell sheets, pop, and mailers. This upgraded product line is distributed worldwide to outlets such as Walmart, Home Depot, and more. This logo design is used on all Crawford packaging, website, and promotions.

Rawlings Product Packaging design and Merchandiser: sporting goods graphics and floor display branding

2012-10-17T15:41:00.000-07:00

I created this package design and floor display merchandizer art for Rawlings, the industry leader in sporting goods. The packaging design is for a sports equipment organizer product. I used a red and black color scheme to give the packaging a sleek and modern look. Along with some metallic elements to frame the products fresh colorful photography. I started this branding project by spending some time with the product, feeling the material, learning about it's features and abilities. Once I captured the inspiration I needed I proceeded with creating a few different design concepts based on my experience with the product, i felt it was very sturdy, modern, and sporty- I used this information to form the branding story of the product package design and advertisement designs. I worked alongside the Rawlings branding / marketing team to fine tune the packaging and merchandiser art- I'm very proud of the finished product.

Retail Floor Display palette design- Digital Mockup Concept Renderings

2012-05-25T14:13:00.000-07:00

These are a few digital mock ups of floor displays to be used and major retailers. These were conceptual renderings that will be used to reference when the physical displays are created.

The Green Leefs cd package design: Illustration and Logo design- redemption cover art

2012-05-08T22:09:00.000-07:00

This is the final package design I created for the excellent hip hop reggae band - The Green Leefs. I created illustrations for both the cd cover and cd traycard back. I also created the brand identity for the band with an iconic logo graphic that incorporates a grunge texture and green leef plant. This was a fun art project to work on, the client gave me creative freedom to develop the illustrations and I was inspired by the music when creating the cd graphics. The music style is a hybrid of hip hop and reggae with a very natural and melodic feel, so I used natural textures and organic elements in the design.

Camouflage Rope Package design- Secureline Camo Logo Icon design. Rebranding

2012-04-26T16:39:00.001-07:00

I created these graphics for the rebranding of SecureLine Camouflage Cordage. I recreated the product packaging by infusing fresher graphics and photography. I created digital camo patterns in various colors for each of the three color options also used in the three icon logos. I also designed the promotional advertisement page layout graphics below.
The product rebranding was a total success and sales for this product have grown substantially and continue to do so with distribution throughout North and South America.

Reflective Rope Icon Logo Graphic- SecureLine Package Rebranding design

2012-04-18T16:00:00.000-07:00

This is a logo I created for SecureLine rope product packaging rebranding. This graphic is part of a larger rebranding of the entire line of rope packaging design. This logo graphic illustrates the uniqueness and benefits of this particular product, the rope is made with reflective tracers in it so that it's visible at night, it's really a very cool product. I created the graphic illustrations using both illustrator and photoshop digital design software. Visiflect is trademarked exclusively for this product.

Cartoon character animation illustration development process: african american character design

2012-01-20T07:31:00.000-08:00

Here is a quick illustration study I made starting from a sketch book drawing. I created the character by first making a pencil sketch, I then scanned the sketch and digitally added smooth line art and color. I really like how the light and shadow brings the character to life. I also enjoyed adding the small idiosyncrasies such as his eye color, freckles, skin tones, and other small details. I imagine he has a deep voice, I will name him John Henry.

Click the below image to see larger view.

Chocolate package label design graphics- food item cover illustration

2011-10-26T23:48:00.000-07:00

I recently completed this packaging label wrap design for a new chocolate bar product made in Puerto Rico. The front package illustration is actually a rendering of the real farm fields where the cacao beans are grown. I also created the art for the chocolate molding- which is based on the front cover packaging design. The client and I went back and forth with several pencil sketch variations of the label design before we elected this to be the best design option.

The client provided me with some general outlines of what kind of look and feel he wanted for the packaging art- I took the lead from there and let my imagination run with it. I am also working on the display case and other size variations for this chocolate food product- I'll post those when they're done. I accepted to be paid in chocolate for this project so it was a win win for the both of us- just kidding, if only chocolate was a form of currency- maybe if I was Willie Wonka.

3D hardware model rendering illustration

2011-10-12T10:07:00.000-07:00

Here's a quick illustration of a hardware accessory made of rubber. I created it using adobe illustrator and adobe photoshop digital software. I created it fairly quickly and was happy with the final look. I added a glossy sheen to it at the end to give it texture and make it look new.

Hip Hop Reggae promotional illustration design

2011-09-07T23:44:00.000-07:00

This is an illustration I've been working on for a musical duo The Green Leaves. The custom illustration art will be used on their cd packaging and other promotional art.

Altar postcard design: Premios Arpa award promo

2011-09-07T23:34:00.000-07:00

I just completed this design for an awesomely talented Christian pop band. The band wanted a postcard design to promote their nomination for a prestigious annual award show. They were nominated for best new album of the year- Congratulations Altar! I designed this promotional postcard art to match their cd cover design that I created a year earlier (shown below).

CD package design: Latino Christian Music- Canta al Señor

2011-09-07T23:19:00.000-07:00

This is a recent cd package design and poster art I recently completed for a talented and upcoming latino christian musician. The christian musicians name is Fito Delgado. Sometimes design clients are very involved in the cd design process and sometimes they prefer to keep their distance and let me develop the packaging art. I work fine either way- it all depends on weather the client has a specific unique idea in mind for the design or not, in this case pastor Fito had a very specific look in mind. He described his concept to me and gave me the colors he likes, I took that info and created this cd package and poster art.

I started by designing the cd cover, once the cover art was approved I followed through to the rest of the cd packaging and promotional art. The packaging came out great, on time, and exceeded his expectations- needless to say he was very happy with the end result.

Built To Last- postcard illustration design: Christian grunge art

2011-03-23T22:07:00.000-07:00

Here's a recent postcard illustration I created for my friends over at partnersinministry.org a Christian church service organization. They started by giving me the postcard title "Built To Last". I then started brainstorming different concepts. I felt this concept was the best fitting. I took the title and made weathered stone letters of them and added cracks, scratches, and textures- along with vines, moss, and greenery growing on it. Ta-da!

Jazz Instrumental cd cover design art: organic wilderness grunge design

2011-02-21T11:44:00.000-08:00

Here's a recent cd cover design package I created for a jazz musician. He described his music to me and the feel he was going for and I created the art based off his descriptions. He wanted the art to reflect his personality and the music which was organic, solemn, and mysterious. I added some strong colors and textures to help liven up the forest environment. The artist told me that he was a loner and has always been intrigued by the wilderness and celestial mysteries. For the artist title and album title I used a script font to reflect the organic feel of the design. to make them look hand written and personal- like the album. I also added a figure off in the distance walking towards a mysterious light that can be interpreted to be many different things and the musician liked that.

Christian Church Postcard Graphic Design: Bible Art

2011-02-14T23:16:00.000-08:00

Greetings world- it's been too long since my last blog post, I've had some life changing experiences keeping me busy, nonetheless, better late than never. Here's a postcard design I did for a group called - Partners In Ministry. They provide a valuable service to Christian churches by providing them with professional designs for their events and activities. I like their motto "A bold new way to proclaim the old rugged Cross". The client started by just giving me the concept of the postcard and I took and ran with it, the concept was so rich that there were several different art directions I could have taken. Ultimately I decided on this design, I incorporated some ancient lettering used by the earliest scribes. I also kept a natural color palette of brown and green because I felt it gave it a comforting feel that all can relate to. I made the letter "o" into a crown of thorns and placed a beam of light shooting through it (robust with metaphorical meaning). I also added a vintage illustration of a bible in the background and overlaid organic textures throughout to complete it. I'm pretty happy with this design- more coming soon.

Fernando Medina Art Gallery Show- Chicago area, Aurora IL

2010-07-21T11:45:00.000-07:00

Here are some photos from my recent art gallery show at the Aurora Roundhouse. The exhibition included my illustrations, oil/acrylic paintings, pencil drawings, and digital art.
The show went well, I met some interesting people, local art lovers, and other artist. I rarely show my original work in public - so this was nice to do, it inspired me to show my work in public more often.

Medical heart ekg illustration sketch

2010-07-06T15:45:00.000-07:00

Here's a quick medical heart illustration sketch I was working on. There's an ekg reading flowing through and around the heart. The sketch is incomplete, but in essence, that's what a sketch is I guess- incomplete. It's more of a study really.

Redefining The Fall cd cover design- Texas based Christian Rock band

2010-06-24T10:17:00.000-07:00

I created this cd cover art for a Christian Rock band based in Texas. The cover concept is- when all else is falling apart and destruction surrounds you- one thing stands amidst the wreckage. This band at first just wanted me to design the cd cover art but once they saw the cover design they decided to have me create the rest of the cd packaging including the inside panels, traycard, and disc art.

Midtown pub and grill restaurant logo design- Aurora, IL graphic designer

2010-06-24T09:38:00.000-07:00

I created this logo for a new pub and grill restaurant located in downtown Aurora, IL. This client wanted a logo graphic design that conveyed class, a welcoming atmosphere, and something that just felt "home town". I started by sketching a few ideas and presenting him with some options- once he saw the logo design concept sketches he instantly gravitated to the logo design seen above- it was a hole in one. The building sketch in the logo design is the historic Leland Tower in Aurora, IL. Midtown pub is located on the first floor of this building. He now has the logo on all his employee t-shirts, window decals, menus, and other promotional material. I also created the logo design below that wasn't used but I thought it was pretty nice.
The food is great, I recommend the Hawaiian pineapple burger- actually I think I'll go there for lunch today. You can view their facebook page here

Chocolate by mail vintage label package design

2010-06-24T09:13:00.000-07:00

These are a series of label packaging designs I created for a Chocolate by Mail product. The product is a high end chocolate. The client wanted to maintain a simple vintage style to the label design.

d7 Band Christian cd art graphic designer, musica Cristiana cd diseno grafico

2010-06-24T08:42:00.000-07:00

This is the cd packaging design I created for a Christian rock band based in Kansas City. They wanted a cd design that conveyed it was a live recorded concert. I designed the d7 logo on the cover and added several textures to give it a rich depth and I made the colors dark but rich. D7 didn't want a band photo on the cover so I created a lively crowd in an abstract environment as if they where attending a concert in another dimension.
D7 also wanted to incorporate their song lyrics, thank you's, and production notes- so they went with a 6 panel design to fit all the text. I carried the cover design theme throughout the packaging to give it a cohesive look. The band is now very happily promoting their new cd release on tour.

Aurora Illinois paddle sports festival logo graphic design

2010-06-24T07:16:00.000-07:00

The Aurora, Illinois paddlesports committee approached me with the goal of revamping their 2010 promotional graphics. They host an annual paddle sports weekend in Illinois, and this year they were holding it in my home town Aurora, IL. They wanted a graphic that could work in various facets including poster art, logo, t-shirt graphic, favicon, and more. They needed this design finished fast and within a budget, so I dedicated a weekend to completing the art in time for them to send to the local newspapers and I constructed the best fitting project parameters to fit their budget. Another difficulty was that they wanted the design to be simplistic but they also wanted it to embody multiple concepts: fun, educational, and both canoes and kayaks had to be incorporated. That's a lot of concept to fit into a simplistic graphic. I started by sketching out a few ideas and presenting them various ideas- once they narrowed it down to their favorite designs- I polished them up by adding color and sharpening the lines. Once I created a final draft the client fell in love with the design- then it was just a matter of refining it and making a few minor revisions. The paddlesports graphics received rave reviews and the event was a great success. Below is an additional design concept I created that wasn't used but I thought came out pretty nice.