Good design is...

Today, like any other Sunday, I woke up and made myself a cup of coffee. While I was waiting for it, I checked Instagram for some daily inspiration and came across a post by Typetopia that said: Good design is: ________. Almost instantly I said to myself, "Caring." Design is caring. But why? Because the why motivates the what. (Thank you Simon Sinek)

Our limbic brain, which is the part of our brain that controls our feelings, is also responsible for our behavior and decision making. Which explains why sometimes we act from our gut, or we make decisions based on love. If we want a person to change the way they behave, we have to talk to their limbic brain. We have to create a feeling, not a message. We have to share the why, not just the what. It's simple to understand, but a little harder to execute. A person that cares acts based on a stronger motive than a person that only understands their job or knows what to do. We should strive for why we do what we do. Not only what. This is the main ingredient for good design.

Once we are connected to the "deeper" meaning of what we do, the differences are stunning. We start acting from loyalty, we work overtime because we want to do a better job and not because we have to make up time. We look for solutions, and we don't just do what we are told. We are passionate and critical, not just obedient and efficient. In the long run, we care. 

So YES...

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The real question here though is "How can I make myself or others care?" The answer is... We can't. It's like asking someone how can I make you love me. We can't... It is a hit or miss thing. It's specific to each person. You have to be in touch with what makes you happy. Only then you will know how to act with care. I am moved by the simple act of creation. Seeing something that I made from nothing makes me feel empowered and valuable. It allows me to have control of a tiny little world and how it works. For some reason, this brings me joy. Like William Blake, "my business is to create."

So I encourage you to find what motivates you in life and start caring. Because once you do, you will stop working, and you will get paid for doing what you love. 

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If you are interested in knowing more about the golden circle and Simon Sinek, you can watch his TED talk here:  https://www.youtube.com/watch?v=qp0HIF3SfI4

Identity Design - Yessi Makeup

Branding is one of the processes that I enjoy working on the most. Getting in touch with the essence of a company or persona and finding ways to highlight their added value, in a thoughtful yet harmonic manner, creates an exciting challenge to me. This is why today, I want to share with you one of my most recent identity jobs. 

Yessi is a super talented makeup artist. She works mostly at events such as weddings, but also offers a wide range of skin services that include waxing, facials and of course makeup. Mostly makeup. She came to me in need of a logo update, and after analyzing her branding, I recommended to redefine her style and apply these findings to her graphics. So we did. We started by identifying her target audience and Yessi's style and highlighting common ground. Once that was settled; I presented to her two options of look and feel for her brand. One more romantic and sophisticated; and another more edgy, modern and a tad bolder. She picker bolder :) 

After going with opt 2, I presented 2 versions based on script logotypes, and one based on a serif; she picked the first one but asked for a more bouncy script. After a couple back and forwards, she approved the one on the right. YAY!

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H U E B L O C K

Check out my newest line on Society6, Hueblock.

Inspired by the trend forward women that love the freshness of emerald foliage and the edgy and timeless black and white stripes. A combo softened by a romantic muted salmon and a warm chocolate hue. The perfect blend of tender and fearless.

You can purchase any of my products here!  https://society6.com/alejandratorres

80's Party - CHELA

Here they are, like I promise, some of my favorite pictures from my grandma's event! The one I worked on for months with Festinare events. Everything turned out awesome, and grandma was super happy. We all were. Thank you so much to Festinare and Kuska for being so supportive, you guys rock! | Check out the event's concept and development here. ( Decorations: Festinare Events | Photography: Kuska )

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U L T R A - V I O L E T

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Another year has gone by and Pantone has released Ultra-Violet as the 2018 color of the year. Inventive, imaginative, complex and contemplative are some of the words used to describe Pantone's choice for this blue-based purple. Even though I agree with Pantone's statement about living in a time that requires creative inspiration and discovery of a world beyond ours; I am still not sure this purple was the perfect choice. Color is incredibly subjective, and any hue with the right pairing can be tasteful. This is why I decided to share with you what I think might happen with this color in 2018. 

By the end of 2017, we are still seeing tropical leaves and pops of iridescence everywhere. I believe that with the 90's patches trend, several textures will come back, and tropical greenery will meld with fancy metallics and this purple addition. We were already seeing blue shades being incorporated with emerald greens, so a transition to ultra-violet doesn't seem too far off. Iridescent textures already have purple light hues incorporated, so the pairing of these two seems like a natural next step.

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