JUAN SEGURA - GRAPHIC DESIGNER
Graphic Designer
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Brochure-design

THE CREATIVE BRIEF: My task was to develop a creative and informative concept for young adults encouraging them to rethink their behaviors, attitudes, openness to accepting all ugly fruits and vegetables. To make people aware of their consumption bias and transform and reposition their perception of what equates to good or bad choices and values.

MY CONTRIBUTIONS: Layout, Illustration, Visual Design, Concept, Art/ Creative Direction, Print Production

Keep scrolling down for conceptual process

DISCOVERY PROCESS

CONCEPTION

I started by researching ugly fruits and vegetables and reading about their waste effects. Then, I created a spider chart to explore different ways we associate with ugly food, to find a way to connect a concept of cultural values and self acceptance. My goal was to thread a theme of appearance, value, diversity, uniqueness and cultural curiosity using illustrations and copywriting.

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METHODOLOGY / STRATEGY FOR BROCHURE

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ILLUSTRATION

CONCEPTION

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EARLY BROCHURE DEVELOPMENT

Tri - Fold Template

(B) panel 1 (A) panel 2 (A) panel 3

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COLOR

(A) panel 4 (A) panel 5 (B) panel 6

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A colorful palette for this brochure was very important to me because I link vibrant colors to fruits and vegetables. I wanted to use colors that would engage a passerby living in a busy urban environment. Vibrant colors are also essential to some illustrations. My intention was to highlight a vibrant palette that could channel organic fruits and vegetables.

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Thank you for looking.