Ad of... myself When I first worked on this image, the original shot felt too dark, which muted the natural beauty of the scene. To bring it to life, I deliberately increased the highlights and lowered the shadows. This choice made the sunlight reflecting off the water stand out more vividly, giving the entire image a bright, airy feel while still preserving enough detail in the shaded areas. By doing this, I wanted to emphasize the contrast between the cool shadows along the shoreline and the warm glow of the sunlit water, making the scene “pop” with depth and vibrancy. For the text, I wanted it to complement the photo without overpowering it, so I pulled colors directly from the image itself. The yellow in “Behold Photographic Perfection” echoes the warmth of the sun and subtly contrasts with the cooler blues of the sky and water, helping it stand out without feeling artificial. Meanwhile, the blue used for “By Joel Velez” blends harmoniously w...
Project 2: The Family Logo The brainstorming process for The Griffin Crew logo began with identifying the most suitable themes and imagery to represent the landscaping business. Since landscaping inherently conveys growth, nature, and professionalism, the logo needed to balance these values while also standing out on business cards, trucks, uniforms, and signage. The first key decision was the color scheme. The choice of green and gold was intentional: green symbolizes life, renewal, and the natural environment, while gold conveys prestige, reliability, and high-quality service. Together, they create a professional yet approachable aesthetic that speaks directly to customers in search of dependable landscaping services. The business name, The Griffin Crew, opened up a world of creative opportunities. A griffin, the mythological creature with the body of a lion and the head and wings of an eagle, is a symbol of strength, guardianship, and loyalty. Incorporating this powerful sym...
My Journey as a Designer Seeing as my journey as a designer is still on going, my story will project into the future I'm working towards. And now to: The Beginning: My design journey started in middle school, almost a decade ago, this is when my brain was in full creativity mode. I didn't get to take art class until my 8th grade year so little 6th grade me had to learn how to improve my drawing skills all on my own. Now, realistically, my design journey didn't start until a few years later, toward the beginning of high school. However, I consider my middle school years as my creative awakening. It was at this time when I created my favorite original character, first named Bulb and later changed to Lipsoidal. If you couldn't tell he's has light based powers and his "new" name, Lipsoidal, is based off special, super powerful pieces of theatrical lighting equipment called ellipsoidal. Where was I going with this you ask? You see one of my biggest rea...
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