Goodreads is the world’s largest site for readers and book recommendations. I was asked to create a series of banners ad for both web and eReader displays to help drive readership, promote authors and grow partnerships.

The history of America is rich because of its people. It is also fraught with struggle and persecution and deserves to be celebrated while acknowledging that much more still needs to be done. This project was a challenge to illustrate icons of Black history in a modern and graphic manner that helps to bring to light the many contributions that black America has brought to our collective lives. Because of them, we can.

Sephora is a Global Beauty company, part of LVMH, with 1,900 stores in 29 states in the countries around the world. With North American headquarters in San Francisco. Events and quarterly announcements are a regular occurrence that require several collateral pieces, including environmental graphics, print pieces, presentation design and digital announcements.

Bluewolf is a global consulting firm. They produce an annual survey on how companies use the Salesforce platform, The State of Salesforce Annual Review.

For this year's report I wanted to position both Bluewolf, and The State of Salesforce, as a more mature, sophisticated and alternative option to what other consulting companies have to offer. The result was a new identity and brand, a global report, three additional Special Edition Reports (Financial Services, United Kingdom, and Australia). A website that would allow the ability to download the report, as well as the ability to benchmark your results against those of survey respondents.

Additionally each report needed social media advertising, Internal website banners and email templates.

What is the soul of a brand? What does it really stand for? For HUSTLER it’s soul wasn’t pornography, but freedom, and the unapologetic expression of that freedom. If HUSTLER was no longer a porn magazine, I saw it as an entity dedicated to promoting and protecting the rights of the people guaranteed under the Constitution, by keeping the information flowing, by educating people on how to protest, and by providing legal counsel to those that work to protect our rights.

The deliverable for this project was to create a brand standard manual. But taking into account the brand and what it’s new purpose was, it seemed fitting to create additional items that represented the new purpose of HUSTLER. I created a protest kit that could be purchased at the new HUSTLER centers that included spray paint, stamps and stencils in a carry box.

To view the entire HUSTLER Brand Standard book, click here!

This project was an exploration of a typeface, with the deliverable of thirteen (13) cards containing information about the typeface, including it’s designer, it’s use, and in a vernacular of our choosing.

I selected rotis sans by Otl Aicher, and the vernacular of microbiology. I was inspired by the  idea of how scientist look through a microscope to dissect and understand the small component that make up the whole. That seemed like the perfect metaphor for the project and so I created the companion of a microscope, the slide to tell the story.

All images by Maite X. Figueroa

Select a social organization and redesign their identity system to better communicate their mission and objective. To gain support, funding and increased awareness. 

I chose the social organization The Trevor Project. Their goal is to assist Lesbian Gay Bisexual and Transgender (LGBT) teens who might feel isolated by their sexuality and offer them a hot line of suicide support. 

The solution was to create a logo that focused on the idea of connection through a telephone and the communication that can happen even when people aren’t face to face.

Designing for social change was an eye opening and soul rewarding experience. It was amazing to learn about all that young boys and girls face in the world, and knowing that design can play a role in turning things around for them was a very fulfilling role to have.

A collection of archetypes to help generate insights about how different people might relate to the research topic of Women in Leadership. Select ten (10) archetypes from a select list and through their eyes and voice create a dialog that answers the questions, “Do you feel women can be effective leaders?”

Creating a deck of cards that were 5x7 in dimension that describe and archetypal character and their point of view and frame of reference on the particular subject.

The topic of women in leadership seems like an old fashioned conver­­s­­ation that keeps on taking place. It is the reason why I chose the vernacular of old postcards to identify the archetypes and their tone of voice and comments. 

The dictionary defines and archetype as a typical example of a certain thing. In researching the topic of women in leadership identifying archetypes and their points of view is key in understanding the obstacle that prevent progress, the attitudes and social customs that are present and the best way to find a solution. The idea of having a variety of different points of view was key in understanding perspectives and gaining better knowledge of the topic.