den fajardo - portfolio 2012

DENFAJARDOD E S I G N P O R T F O L I O

DENFAJARDOD E S I G N P O R T F O L I O

Print

Illustration

Interface Design

Branding

Promotional Materials

Thesis

(+63) 906 4643003

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Held positionMarch 2011 - March 2012 (9 main issues and 1 subrelease)PreviouslyGraphic Design Staffer(July 2010 - February 2011)

Responsibilities:Reset typographyRedesigned templateManaged a staffEdited submitted work

PRINTNewspapersMagazinesPress Kits

The GUIDON 2011-12Editorial Design (Layout & Graphics Editor)

The GUIDON has had a strong visual identity since its redesign in 2009,

and it was my job (for a year at least) to refine it and make it easier to

read. For this volume of The GUIDON I reset the typography and added

certain visual elements to help present a cleaner, better GUIDON.

The GUIDONT H E O F F I C I A L S T U D E N T P U B L I C A T I O N O F T H E A T E N E O D E M A N I L A U N I V E R S I T Y

VOLUME LXXXII NUMBER 5 OCTOBER 2011 http://www.theguidon.com

Features InquiryBeyond LoyolaIs the Ateneo’s INAF program all it’s cracked up to be?

If you think terrorism is just pure senselessness, think again.

Student artist Tasha Ringor goes beyond our expectations.

SportsErenchun no more—Ateneo’s largest fieldgets a major upgrade.

By Anonymous

Replacement 3

Blue Booters finally got their break when a long ball from the Ateneo keeper bounced into the UP half. With Cancio charging towards the loose ball, the UP defenders were disoriented as Cancio took possession of the ball and fired an early shot. With a slight deflection, the ball slowly but surely rolled into the back of the UP goal.

Fa n s j u m p e d a s i f a championship goal had been scored, and the Ateneo players celebrated in relief. The game finished 1-1.

Their first game had a classic ‘one big fight’ Ateneo

mentality, but if you thought that the Blue Booters’ draw against defending champions UP would proliferate into a confident display against the La Salle Green Archers, you thought wrong.

For the second time this season, the Blue Booters gave us false hopes.

With a convincing start to the second round, the Booters’ inconsistency showed as their detrimental defensive errors enabled DLSU to trample all over the boys in Blue, allowing the arch rivals to win 2-0.

The defeat to their Green counterparts was the start of a revelation of problems that snowballed as one loss came after another: a 3-0 defeat

against UST, 4-0 beating against FEU, then in their last game, a painful 1-0 defeat to UE.

Their scarcity of goal scoring opportunities hindered them from salvaging a single point from their games.

Across all three games, tactically, the boys in Blue defended too deep which saw a disconnection between their offense and defense. The lack of control in the midfield further decreased their chances as opposing teams were able gain possession with ease.

While the Blue Booters will see this season as an improvement from last year’s last place finish, they

will be disappointed with their inability to fulfill their potential.

Lady BootersAs the nightmare first

round storm came to an end, the skies never quite cleared for the Ateneo Lady Booters.

The rain fell harder and the winds blew stronger as the second round tore at the sails of their now sinking ship. If their 0-1-3 (win-loss-draw) first round performance was any indication of the internal problems the team was having, their second round display painted a clearer picture.

They opened the second round on February 7 with a 1-0 defeat to DLSU. Coach Baut ista cont inued her

pursuit of defensive football, heavily rotating her defenders in various parts of the game.

The Lasallites scored in the 20th minute, and even lost their goalkeeper to a red card midway through the second half, but Ateneo still failed to convert any of their attempts. The rotation saw more changes from this game on as seniors Railla Puno and Kylie Misa saw more action. But what followed after the loss to DLSU was a 12-point swing that hit new lows in recent Ateneo football history.

On February 14, the Lady Booters welcomed the UST Tigresses as their Valentine’s Day dates and accepted half a dozen goals. The starting

lineup saw the return of Erika Casas, as well as Puno and Misa at defense. However, the game featured the same prwoblems. 3000 CWS

Blue Booters finally got their break when a long ball from the Ateneo keeper bounced into the UP half. With Cancio charging towards the loose ball, the UP defenders were disoriented as Cancio took possession of the ball and fired an early shot. With a slight deflection, the ball slowly but surely rolled into the back of the UP goal.

Fa n s j u m p e d a s i f a championship goal had been

Vergara impeachment a firstin three years

By Jio Deslate and Jyska A. Kuan Ken

AFTER FACING charges of “gross negligence” during the 2011 Freshmen and Spe-cial Elections, Commission on Elections (Comelec) Chief Commissioner Jon Andre Vergara is the first student official to be impeached in three years.

The Student Judicial Court (SJC) found him guilty in a 5-1 decision last September 1, replacing him with second-in-command Commissioner Margaux Tan.

The ex-Chief was tried for “failure to facilitate the lo-gistical need of the election leading to the delay opening of voting centers by 9:30 am,” as he had prioritized his De-partment of Student Welfare

and Services (DSWS) shift over supervising the polls.

TrialThe August 26 trial fol-

lowed SJC’s general im-peachment procedures, with each side having ten minutes to present their case, fol-lowed by a one-hour rebut-tal and a five-minute closing

Vergara 2

Ateneans: level up mobilization against SMDC

AFTER A show of protest against Shoemart Develop-ment Corporation (SMDC)’s Blue Residences project in

By Marielle S. Misula

a rally last August 12, the Loyola Heights community (LHC) has been keeping up the fight through less rowdy means—making several stu-dent leaders raise the ques-tion: “what now?”

“I don’t think the rally cre-ated awareness at all, if by awareness you mean the sub-stantial kind that moves be-yond the surface-level issue of SMDC and zoning permits,

said Steffi Sales, president of The Assembly. “Yes, it was for good governance, but did everyone who participated in the rally actually understand the fundamental dynamics of the cause of good gover-nance?”

Sales recognized that LHC was successful in exhorting people to join the protest, but

Ateneans 3

AdMU wins 4th straight crownJoins FEU, UST and DLSU in elite circle of Grand Slam winners

Student leaders clamor for a follow-up on the rally to sustain the momentum

The GUIDON vol. 82 no. 5 November 2011

a

aPrint

Honey MagazineLayout and Art Direction

A project for Print and Publication Design class

wherein a group of 4 is tasked to make a magazine.

This has to be one of my more challenging layout

works as the branding we settled with is not in a

style I am used to.

Project duration2 weeks,Second Semester 10-11

Responsibilities:Design templateCollaborate with shootsSource content

Philippe Starck Press Kit Booklet

aPrint

Philippe Starck Press Kit

A project for Print and Publication Design class wherein we were assigned an artist and then we were to design a Press Kit inspired by said artist.

Project duration2 weeks,Second Semester 10-11

CollateralsBookletCDsPostersCards

aPrint

Passport to Metro ManilaBooklet design(in collaboration with Ceej Tantengco, Alexis Dy and Aziel Mendoza)

Project duration1 month4Q 2011

ResponsibilitiesConceptualize mediumLayout pagesPlan printing

Passport toMetro ManilaAn independent traveler’s guide

1012 911

13

The Stations

1

3

5

2

4

67

8

10

12

9

11

13

North Ave. Boni

Quezon Ave. Guadalupe

Kamuning Buendia

Cubao Ayala

Santolan Magallanes

Ortigas Taft

Shaw Blvd.

1

3

5

2

4

6

87

PASSPORT TO METRO MANILAis a booklet designed to aid touristsshow themselves around the city using the MRT - a railroad system passing through arguably the country’s busiest thoroughfare.

It is C. Tantengco, A. Dy and A. Mendoza’s senior thesis for their Communication degree from the AdMU. They enlisted my help in laying out their words and photos in a format that is easily accessible and convenient to carry around Manila.

aPrint

Kaingin Newsletter 2012Magazine layout

I was also tasked to lay out the annual newsletter of the organization as well as plan and help budget its printing.

Project duration4 weeks1Q 2012

ResponsibilitiesLayout the whole magazineIllustrate artworkSource photos and articles

Kaingin THEANNUAL

NEWSLETTER2011 - 12

SocialJusticeThroughEducation.

Message from the President

Messages from Alumni

Feature Stories

...and more.

Past & Upcoming Projects

Area & OrgUpdates

Message From the GraduatingMembersPatricia Mariano

Features

Coming from a high school where outreaches and parish work were as much a part of the curriculum as English and Math, I entered college fearing that my world would grow to exclude the realities outside Ateneo.

It was a valid fear. No longer would I be required to spend at least once a year visiting schoolchildren and the elderly; no longer will there be class prayers with specific intentions for the poor. With independence, I knew, would come a stronger sense of dedication to personal interests. And I knew—because I have seen it so many times—that this development of passion might not include tiring and unprofitable things, such as tutoring children who can be incredibly unruly and rude.

So I eagerly read the RecWeek manual, going over the thrusts of the different sector-based orgs. It would have been lovely if I could have joined all, of course, but I knew the importance of choosing a cause that I would be willing to work for despite my already-heavy workload as a student.

It did not take long for me to decide on Kaingin.

(In fact, if I were to allow myself some romanticism, I would say that it was an immediate connection; a yes on my part as soon as I read the description.)

I suppose it is the geek in me that agreed the most with the vision: fighting social injustice through education? It made perfect sense. What can you do when you know nothing? And, more substantially, how much can you accomplish just with the ability to read, to imagine, or to follow an idea through?

The importance of education was clear. Almost as clear as the distressing lack of it in our nation.

I realized that I could make a difference. A small (probably ignorable) one—but it would be there: for one child, maybe two. It was worth waking up early on Saturdays, worth sweating from the unavoidable exercise of giving piggyback rides. It was worth actually trying to deal with kids when, deep down, I was (am) rather frightened of them. Of how fragile and impressionable they seem, of how they have limitless energy for running around and jumping.

Really. I don’t think I have quite gotten over my reservations even after four years of trying to avoid their invitations to play. Not that I can bring myself to mind. The kids are amazing; resilient, hopeful, untouched by the quiet cynicism that envelopes my peer group.

I joined Kaingin believing that I could help the youth by teaching them what I know of English and Math. All my efforts might have been useless; there is no proof to say otherwise. But every time I visit, with the kids dragging me along, smiles wide and chatter endless, I am certain that I would like to continue trying to make a difference in their lives.

It would only be fair. They have definitely made a difference in mine.

KainginTHE

ANNUAL NEWSLETTER

2011 - 12

CONTRIBUTORS

Justin PeñaGeeroh EbradaChix ChiquilloGem Martinez

Goldielyn LimsiyAbby Agbayani

Patricia MarianoMarj Chua

Trixie ConluNeri de Guzman

Erika TuprioPao HernandezJohan AlcantaraYsabelle CanonRobert Bataan

Den FajardoNadine Zara

Lovette RegnerCedric Laohoo

Kaingin ‘11-‘12 and Alumni

Kaingin would like to thank:

The Law Firm of ESQUIVIAS CONLU & YABUT

Message from the President

PAST PROJECTSSkills TrainingTambay WeekProject Heads’ TrainingRummage SaleU.B.E. Acoustics Night

UPCOMING PROJECTSTeam Building SeminarChristmas Events

AREA UPDATESKaingin DosMarikina HeightsNSTP

ORG UPDATESK.I.D.S.P.M.S.Buddy SystemStructured Lesson PlansEB StructureRebranding

MISCELLANEOUSSponsorsPizza WednesdaysGuild SystemCleaning out the Org Room

FEATURESFrom AlumniFrom Graduating MembersFrom NewbiesOn Tutees

MessageFrom thePresidentJustin Peña

I was reading an 11-chapter book when a friend spotted me. Because he knew how much of a crammer I am, my friend was not surprised to see me reading (when I could’ve been studying for the upcoming long

test that week or doing that obscure homework for my major). My friend was more surprised by the fact that I was reading and not spending my time online or simply in front of the computer.

“What’s the book about?” he asked.

“I’m not really sure… I thought I knew back in chapter one when everything was still clear but chapter seven is vague. It’s startting to look like those stories with multiple perspectives and different characters.”

“Do you really want to read something like that? You still have exams coming up with their own convoluted readings…”

“I only have four chapters left, anyway. Besides, you know how these stories go. The perspectives meld into one for an awesome ending.”

“Not always.”

“We’ll never know… I’ve already gotten this far, though, and there are still many possibilities. That’s what I want to see in the last few chapters.”

“Fine. Were the last seven chapters any good? If they are, then I might give them a chance next time.”

11

aPrint

The GUIDON 2012 Graduation MagazineArt direction + Layout

Every year, The GUIDON releases a graduation magazine as tribute to the graduating batch. The challenge in this is to veer away from the newspaper’s visual identity as much as possible and to form a unique brand for the batch of 2012.

Project duration2 months1Q 2012

ResponsibilitiesPlan articlesContact intervieweesAssist in shootsDesign templateLayout pages

THEASCEND AWARDS

Youth Participation in Interfaith Cooperation Circles A Case Study of the Muslim-Christian Youth for Peace and Development (MCYPD)

Timothy Andrew E. SaleraIV AB DS

The Philippine DepEd recently adopted the “Face to Faith” program of former British Prime Minister Tony Blair, a program that involves interfaith dialogue as part of the social education of students. This is in response to the growing recognition of the need of interfaith dialogue among peoples of different faiths to assuage the tensions that may be caused by discrimination between Muslims and Christians in the Philippines through establishing peace and solidarity within interfaith communities. Deemed central to these efforts is interfaith youth. This thesis attempts to unravel the motivations and nuances of participation in an interfaith setting: the Muslim Christian Youth for Peace and Development (MCYPD), an interfaith youth organization in partnership with the Peacemakers’ Circle. Using a qualitative methodology with the use of interviews, the case study asks: What are the motivations for the MCYPD youth involvement? Is the discussion on religion one of them? And as a sub-question, how are the youth in the MCYPD able to participate in their locality?

What motivates participation in this organization is mainly the relationships that have been formed, and discussion on religion is important only insofar as they help the youth members befriend the members of the other faith and maintain smooth interpersonal relations with adherents of other faiths. It is further argued, as drawn from the research that more emphasis should given to ‘living dialogue’ than merely the ‘dialogue of cooperation’ in locating the impetus for participation.

In view of all these, this paper thus hopes to contribute to the literature on interfaith youth groups in the Philippines as well as on the case studies of youth and participation especially considering a lack of research on interfaith communities in Luzon. Further, this study hopes to provide a better understanding of the relationships between youths of different faiths which may aid in building communities of understanding and might be instructive in understanding motivations for interfaith efforts.

THEASCEND AWARDS

F R . B E N N E B R E S , S . J .

Now no longer university president, Fr. Ben is exploring a new phase in his life, just like graduating.

He’s barely slowed down—with more time for himself, he’s gone to conferences abroad and completed

the El Camino de Santiago pilgrimage in Spain. “Before I couldn’t just take fi ve weeks off for that,” Fr.

Ben explains, “but the main thing now is I have time to focus on things that are really, really important

to me.”

Instead of the daily battles of an administrator, he’s strengthened his commitments to working on

the problems of poverty, public education and leadership development around the country. The way Fr.

Ben sees it, he calls having more time to think long term “a luxury” in today’s rapidly globalizing age.

While he’s pretty much set on where his heart is, many of us still wonder what the next months have

in store. “Young people today have so many options I didn’t have in my time,” he says. “The downside is

that it’s harder to choose, and sometimes for a young person like [yourselves] it can take a very long time

to choose.”

Much like he took the camino as a time to pause and refl ect, Fr. Ben encourages you to do the same.

We all need time, he says, to decide on our focus in terms of our careers and relationships. As we

broaden our horizons and seek new ones, Fr. Ben says it would help to bear a few things in mind.

Firstly we need faith to illuminate the path ahead. “You cannot always see the way,” he says, “but with

prayer and trust in God, He will eventually show you.”

Secondly, when opportunities present themselves, we need the courage to seize them. “Sometimes

you don’t know what lies beyond a door, so you’re afraid.” He muses. “You need the courage to just push

it open because if you keep backing down from doors, your life narrows.”

But perhaps, Fr. Ben says, the most important thing is storytelling—to learn and live by the history

and principles of this university. “It’s a bit like knowing your parents or grandparents,” he explains.

Dealing with them abstractly, he says, is another form of realizing that this is a story we’re part of, and it

gives us a lens to look at the world with.

“I hope they remember—not just me, but Ateneo—that we’ve helped you grow,” he says, “and we’ve

prepared you well.” (Job B. De Leon)

Apart from your

Atenean education,

what do you and Fr.

Ben Nebres, S.J. have in

common? Unless you’re

a national scientist or

enjoy a borderline-

cult following, maybe

there isn’t a lot. But the

overlap exists, and it’s

more signifi cant than

you think.

LegendsLorem ipsum dolor sit amet, consectetur

adipiscing elit. Curabitur tempor nisl metus.

Aenean arcu elit, egestas id ornare sit amet,

mattis vel purus

aPrint

adobo magazineLayout (Design Internship + Freelance Work)

Internship durationMarch - May 2011

ResponsibilitiesLayout pages

Assist in shoots

REGIONAL 02

March - April 2012 adobomagazine

The year of the social bowl

It’s been dubbed the Social Bowl. And with good

reason. Rather than play their campaign cards

close to their chest as Super Bowl advertisers have

traditionally done, this year saw brands bring their

game face to social media, sharing content in one

form or another with consumers well before the first

throw.

Stoking social media buzz on Facebook, YouTube

and their own websites proved an indispensable

part of advertisers’ game plan this year, especially as

Super Bowl ad rates continue to spiral. The pressure

to make their ad buy count is understandably intense

as 30-second spots were going for US$3.5 million

this year, an 84% increase over the past decade in

line with the growth of the game’s TV audience. And

that’s not counting production costs.

With its growing influence, social media offers

advertisers an opportunity to build pre-game buzz

especially if ads go viral, extend brand engagement

as viewers tweet, share, vote and view ads or even go

to a brand’s website.

Through social media, advertisers can extend the

buzz and reach of their Super Bowl advertising well

beyond the day of the game, particularly as media

properties such as USA Today have added a social

network in the mix. For the first time it partnered

with Facebook to broaden the voting pool in selecting

the top Super Bowl ads. After all, consumer research

showed that as many as 60% of game viewers would

have a second screen such as a smartphone or a tablet

on hand.

By inserting themselves in social conversations,

advertisers believe they will be well placed to benefit

from word-of-mouth since viewers are more likely

to buy a brand when recommended by their social

circles.

Which may account why 38 of the more than 50 Super

Bowl commercials were online with sneak peaks,

the actual spots, extended versions and additional

content such as the making off weeks before the

Giants and the Patriots clashed in Indianapolis.

REGIONAL02

adobomagazine March - April 2012

Picking the top Super Bowl spots

has become a lot more interesting as

social media jostles alongside market

researchers in determining who took

home the trophy.

Kantar Media Audiences’ commercial

ratings analysis had Cadillac Autos, which

told viewers to ‘go to Green Hell”, as the

most watched ad of the game. The spot

for its 2013 ATS preparing for a summer

launch was one of six auto brands that

made Kantar’s top 25 rated ads.

The other auto performers that scored big

were: Kia with Adrianna Lima in a dream

sequence, Hyundai with a cheetah deciding

to chase its trainer after failing to keep

pace with the Veloster Turbo, Honda with

a Ferris Bueller inspired spot, Fiat proving

sex still sells for the new 500 Abarth and

Toyota, with its over-the-top Fantasy spot

showing how reinvented a number of

things after the Camry. Check out every

boy’s dream of a reinvented sofa.

USA Today/Facebook Ad Meter initially

saw voting literally going to the dogs. The

scheming Great Dane in the Doritos spot

who buries the family cat and bribes the

owner to keep quiet with Doritos topped

the poll. The runners-up were Volkswagen’s

portly canine who slims down to chase

the latest model and Skechers with a

pudgy, sneaker-wearing bulldog beating

greyhounds in a race.

Doritos still came out on top later but

with a different execution – a crafty

granny who pitches a sling-wearing

baby across the yard to snatch a bag of

Doritos. Anheuser-Busch’s beer-fetching

dog came a close second followed by Kia

with a racy dream sequence featuring the

luscious Adrianna Lima.

Ace Metrix named Coca-Cola the Super

Bowl brand winner as three of its ads,

featuring computer-generated polar bears

– ‘Catch’ #3, ‘Superstition’ #5 and ‘Arghh’

#10 – made the top 10 most effective ads

of the game.

M&M’s ‘Just my Shell’ with the Ms Brown

character making her debut topped the

poll and Doritos’ ‘Sling Baby’ and ‘Man’s

Best Friend’ rounding out the top 5 spots.

Social media transformed America’s largest sporting event, giving brand advertisers mileage well beyond the day’s game even as it robbed campaigns of the heightened anticipation of past Super Bowl launches.

The games’ biggest spender by category – automotive

– was the first to get the ball rolling. With as many

as 11 advertisers, it was understandable that auto

marketers wanted to get as much mileage out of their

hefty Super Bowl expenditure.

First out the gate, Chevrolet’s Camaro launched its

full commercial online 17 days before the big game.

A day earlier, Volkswagen released a sneak peek

with a pack of dogs barking out the Star Wars theme,

continuing its well-received Darth Vader spot from

last year. The teaser plus an extended ‘Dog Strikes

Back’ version in which a Beetle inspires a pudgy dog

to slim down to chase the new model, was viewed

nearly 14 million times within days of being uploaded

on YouTube. The auto brand also shared a behind the

scenes look at the making of the commercial online.

Honda CR-V also had a 10-second sneak peek of its

spot, with Matthew Broderick reprising his iconic

1986 role of Ferris Bueller to enjoy a day off work.

The two-minute, 25-second extended version it

subsequently uploaded was long enough to remind

viewers of what made that movie special.

Other auto brands that pre-released their campaigns

online were Audi’s ‘Vampire Party’, a Twilight spoof

for its new 2013 Audi S7 and its LED headlight

technology, Hyundai’s ‘Cheetah’ spot for the Veloster

Turbo, Chevy with its crowd-sourced ‘Happy Grad’

spot and Lexus ‘The Beast’ for Attik.

The dynamic nature of the online platform also

provided nimble advertisers such as Coca-Cola, which

has created a full social media campaign for its Super Bowl outing. The soda giant’s catch-playing Arctic

polar bears spot – one representing the Patriots, the

other the Giants – were changed to reflect the game’s

progress. Enhancing viewer interaction, Coke also

brought its bears to life on Twitter and Facebook to

respond to viewers’ comments.

Doritos again crashed the Super Bowl. It went the

whole nine yards with crowd-sourced executions and

also asked consumers to vote the ads that would run

during the game. Both spots eventually went down

well with consumers.

With so many advertisers pre-releasing their ads

online, could America’s largest sporting event –

once the biggest day of the year for the advertising

industry – be relegated in also-ran to social media in

the coming years?

01 “The Bark Side”, Volkswagen

02 “Dog Strikes Back”, Volkswagen

03 “Matthew’s Day Off”, Honda

04 “Vampire Party”, Audi

05 “Cheetah”, Hyundai

06 “Happy Grad”, Chevrolet

07 “The Beast”, Lexus

08 “Game Day Polar Bears”, Coca-Cola

09 “Crash the Super Bowl”, Doritos

01

02

04

06

08

03

05

07

09

Super Bowl spots that scoreFreelance work(w/ vgrafiks design + branding)2 weeksMarch 2012

ResponsibilitiesLayout pagesAssist in conceptualizing spreads

Lorena was ten years old. She lived in the slums. The houses

in their neighborhood were usually small and made of cardboard, junk, campaign banners (with grinning faces of stout politicians), advertising posters (with pictures of goods they can barely afford), and craps of old yero and old plywood. Sometimes the shacks were colorful; sometimes they were drab.

Lorena Bumbilya Colored pencils + Book design

One of our projects for Illustration class (under Dr. Wilford Almoro)

wherein we had to depict the tragic story of a girl named Lorena

using our own illustration style. Here you can see the type of

pencil work I am comfortable with.

Project Duration2 weeks, 1Q 2011

Lorena was ten years old. She lived in the slums. The houses

in their neighborhood were usually small and made of cardboard, junk, campaign banners (with grinning faces of stout politicians), advertising posters (with pictures of goods they can barely afford), and craps of old yero and old plywood. Sometimes the shacks were colorful; sometimes they were drab.

b

ILLUSTRATION

Illustration

Kamusta?Typographical illustrations

ClientKamusta? Magazine

Target ReleaseJanuary 2013

b

Watch

out for

this

soon!

This is an illustration I did for

Kamusta? magazine, an online

publication in collaboration

with some of my colleagues

from the Ateneo. It’s a

magazine which hopes to bring

the genuine Filipino experience

to its readers.

Illustration

HOY.Typographical posters

Project duration1 week, 1Q 2012

b

This typographical arrangement

was done as an activity in my

Philippine Design class wherein

we were taskec to create

posters that would effectively

help save the country from

an environmental standpoint.

Using the type, color palette

and certain visual elements,

I tried to convey a sense of

urgency for the people to shape

up and clean up their grime.

On this page (clockwise)Aswang, Malakas at Maganda,Juan Tamad, Tiyanak

Opposite pageDyesebel

Maraming namatay sa maling akala.

Ti’anakang unang yugto

Disyembre2012

Opisyal na kalahok sa 2012 Metro Manila Film

Festival

Huwag kang matakot.CESARang mabuting multomula sa mga gumawa ngRPG Metanoia

Disyembre


Festival

Hay nako Juan wala ka na talagang ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa kundi humilata dyan sa labas! Ni hindi mo nga nilalabhan yang damit mo! Ang baho baho na! Kami pa nagliligpit ng lahat ng kalat mo! Hay nako Juan beinte sais ka na! Hindi ka na dapat ginaganyan! Ano’ng mangya-yari sa’yo pag wala na kami dito para mag-alaga sa iyo? Ha? Magugutom ka! Eh wala kang alam gawin! Hindi ka

maruning magsaka. Hindi ka marunong magluto. Ni hindi ka nga marunong maglagay ng pagkain sa sarili mong plato! Gusto mo sinusubuan ka pa! Diyos ko po, Juan. Hindi ko na talaga alam ang gagawin ko sa iyo. Pangisi ngisi ka pa dyan. Nakikinig ka ba?! At saka ano ba iyang nasa bibig mo? Toothpic? Kadiri! Sa araw araw na ginawa nig Diyos yan ang nasa bibig mo pag di ka sinusubuan. Hay, sana lang isa kang kung anong henyo para hindi ka na namin kailangan pang alagaan.Hay nako Juan wala ka na talagang ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa kundi humilata dyan sa labas! Ni hindi mo nga nilalabhan yang damit mo! Ang baho baho na! Kami pa nagliligpit ng lahat ng kalat mo! Hay nako Juan beinte sais ka na! Hindi ka na dapat ginaganyan! Ano’ng mangyayari sa’yo pag wala na kami dito para mag-alaga sa iyo? Ha? Magugutom ka! Eh wala kang alam gawin! Hindi ka maruning magsaka. Hindi ka marunong magluto. Ni hindi ka nga marunong maglagay ng pagkain sa sarili mong plato! Gusto mo sinusubuan ka pa! Diyos ko po, Juan. Hindi ko na talaga alam ang gagawin ko sa iyo. Pangisi ngisi ka pa dyan. Nakikinig ka ba?! At saka ano ba iyang nasa bibig mo? Toothpic? Kadiri! Sa araw araw na ginawa nig Diyos yan ang nasa bibig mo pag di ka sinusubuan. Hay, sana lang isa kang kung anong henyo para hindi ka na namin kailangan pang alagaan.Hay nako Juan wala ka na talagang ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa kundi mag-araro sa bukid! Ikaw walang ginawa kundi humilata dyan sa labas! Ni hindi mo nga nilalabhan yang damit mo! Ang baho baho na! Kami pa nagliligpit ng lahat ng kalat mo! Hay nako Juan beinte sais ka na! Hindi ka na dapat ginaganyan! Ano’ng mangyayari sa’yo pag wala na kami dito para mag-alaga sa iyo? Ha? Magugutom ka! Eh wala kang alam gawin! Hiplato! Gusto mo sinusubuan ka pa! Diyos ko po, Juan. Hindi ko na talaga alam ang gagawin ko sa iyo. Pangisi ngisi ka pa dyan. Nakikinig ka ba?! At saka ano ba iyang nasa bibig mo? Toothpic? Kadiri! Sa araw araw na ginawa nig Diyos yan ang nasa bibig mo pag di ka sinusubuan. Hay, sana lang isa kang kung anong henyo para hindi ka na namin kailangan pang alagaan.Hay nako Juan wala ka na talagang ibang ginawa kundi humilata riyan! Bakit ba ayaw mong magtrabaho? Tignan mo yang kuya mo walang ginawa

TAMAAAAAAAAAAAD!

Bb. Joyce Bernal

Inihahandog ng Star Cinema

Sa direksyon ni

Gerald Anderson


Festival

Saksihan ang simula ng alamat.

Noongkami’ybata pa


Festival

Sa direksyon niBrillanteMendoza

Handog ng Regal

Disyembre 2012

Illustration

Mock Philippine mythology movie postersPoster + Character design


b


Festival

ERIKMATTI

VIVA FILMS proudly presentan ERIK MATTI film

starring RHIAN RAMOS ANNE CURTIS MO TWISTER SHALALAwritten by VILMA SANTOS edited by NORA AUNOR

directed by ERIK MATTI

These posters are part of my requirements in my Philippine Design class. The teacher asked us to create posters for certain Filipino mythologies.

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Lovi Poe, FHM Cover Girl for SeptemberLovi Poe is the cover girl of FHM’s issue for September. This might be the most talked about pictorial ever for FHM by treating the very in demand actress very special in her shoot with an elephant ... read more

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Flaunt a FrameAdd oomph to a side table with an attention-getting frame, like this Moroccan-style piece

in an intense shade of orange. $31, Two’s Company.With its graceful curves, this green glass vase looks smart with or without blossoms. $14,

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cover and a sophisticated, olive green suede rectangle. Flower cover, $29, Pottery Barn. Green pillow, $25, CB2.

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INTERFACEWeb design

Summit media Proposed rebrand and website

This was my final project for my Information Architecture class.

I was given the task to usher in Summit media into the digital age.

I came up with the idea of creating a website with a customizable

article feed and a social networking function.

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cc

Interface

Kamusta?Proposed web design

ClientKamusta? Magazine

Target ReleaseJanuary 2013

Watch

out for

this

soon!

This is the first web draft I did for Kamusta?

magazine, an online publication in collaboration

with some of my colleagues from the Ateneo.

It’s a magazine which hopes to bring the genuine

Filipino experience to its readers.

c

Kamusta? I S S U E 0 1 / A U G U S T 2 0 1 2

x

x

Posted on

July 3, 2012,

15:44 EST

Busy market

vendors peddling

their wares on the

streets of quiapo,

manila.

x

Revisiting Manilaby Cristina Tantengco

Related Topics

In this Issue

Top 10 Fattening Food

The Bagac Windmill Farms

Pero tota quate officia is exersped mo

bero eum rerum quodita turerum faccae

dolorererem voluptatur aut adis dolo offici

beatiostrum as alit as velit,Caboremquo.





I first wrote about the streets of Manila five years ago. It was for an essaycompetition, the topic being where we’d take a foreigner if he only had

a day to spend in the Philippines. Back then, I felt—as I still do—that our tourism industry was on hyping the same beaches over and over again, creating this myth that we’re a perfect pristine paradise where you come to relax and sip buko juice all day.

As a girl raised in Metro Manila, I’d watch tourism videos and think, wherewas the poverty I saw every day? Where was the traffic smog? Why was life in thecity (and by city, I mean some place other than the fancy part of Makati) treated like something to be ashamed of? It felt like a lie. Screw the beaches, thought the sixteen- year-old me. I’m taking him to Manila.

iii

Walk this way!

Mount Pulag









And so I wrote an essay crammed with details of Manila’s street food, churches, and historical buildings. It was a place where old meets new, I said, not to mention a place that’s simultaneously a center of devotion Roman Catholics and a haven for fortunetellers and tarot readers.

BRANDING

Kaingin Rebranding campaign

Centered around its long-term

mantra of “Social Justice through

Education”, Kaingin (a non-profit

student group which teaches

Marikina kids on weekends)

undergone a rebranding process

the past two years to erase any

misleading notions about its name

and to promote its vision not just

to the whole Ateneo de Manila

University but to its areas as well.

cd

KainginSocial Justice Through Education



PROJECT Kaingin rebranding Logo Variations

Provisionary logo for SY 2011-12

Refined brand to be released on Kaingin Week 2013

Branding collateralsOrganization promotions (see Promotions)Org shirtNewsletter

see page 11 !

Branding

Ateneo Fine ArtsProposed brand guidelines

ClientAteneo de Manila University Fine Arts Program

In collaboration with

Project duration1 month, 3Q 2010

d

original

mesh

C 91M 65Y 0K 0

R 4G 96B 183

# 0460B7

C 73M 31Y 0K 0

R 48G 148B 216

# 3094D8

C 87M 67Y 14K 2

R 54G 94B 153

# 365E99

C 100M 89Y 28K 14

R 18G 54B 114

# 123672

C 0M 28Y 100K 0

R 255G 188B 0

# FFBC00

C 22M 51Y 100K 5

R 226G 168B 73

# C18100

C 0M 18Y 73K 0

R 205G 299B 95

# FFD15F

C 11M 35Y 83 K 0

# E2A849

introduction

logo

Brand Guidelines

A class project wherein 3rd year students

(separated in groups of 8) were tasked to cre-

ate a brand manual for the Ateneo Fine Arts

Program. I was in charge in laying out most

of the collaterals.

Madi VilelaIonne OcampoTrina KhioStitch Sison

Arya HerreraBardo WuBibo ReyesJustin Convento

BRAND

Proper signature variations

Signature sizes

Clear space

original

mesh

C 91M 65Y 0K 0

R 4G 96B 183

# 0460B7

C 73M 31Y 0K 0

R 48G 148B 216

# 3094D8

C 87M 67Y 14K 2

R 54G 94B 153

# 365E99

C 100M 89Y 28K 14

R 18G 54B 114

# 123672

C 0M 28Y 100K 0

R 255G 188B 0

# FFBC00

C 22M 51Y 100K 5

R 226G 168B 73

# C18100

C 0M 18Y 73K 0

R 205G 299B 95

# FFD15F

C 11M 35Y 83 K 0

# E2A849

7Brand Guidelines

identityelements

Complete signature

Incorrect use of brand elements

Branding

FigaroProposed rebranding campaign

ClientFigaro coffee company

Project duration1 month, 3Q 2010

d

A project for Graphic Design class in my junior

year wherein we were tasked to individually

pick an existing brand and reposition it.

I chose Figaro coffee and rebranded it to

cater more to a younger audience. COFFEEis the

in the

most tradedsecond

world.

commodity

(oil is the first)

coffee company

you know coffee.

PROMOS

Kaingin ‘11 - ‘12Promotional materials

As the promotions deputy of

Kaingin (a non-profit student

group which teaches Marikina

kids on weekends), I created

promotional material that are

centered around its long-term

mantra of “Social Justice through

Education”, The new brand of

romos are quick and straight to

the point, giving the organization a

stronger and more prominent voice

on campus.

ce

Babad8-12 nn

August 61-5 pm

Kaingin Dos Marikina Heights

Immerse yourself.

Position HeldPromotions deputy

(2010 - 12)

Big Event and Babad promos in collaboration with Sean Ponce

Promotions

Ateneo Women’s Week 2010Women’s rights talk poster

ClientAteneo Women’s Week 2010


I volunteered to design some

promotional material for the

Ateneo Women’s Week 2010.

Shown right is a poster for a

Women’s Rights talk.

e

Save the Date.

Feb 28, 2010For more details please visit our website at

www.ateneowomensweek.com

Promotions

AnglesFather Ben through the eyes of The GUIDON

ClientThe GUIDON + Fr. Ben Nebres, S.J.

Project duration2 weeks, 1Q 2011

This poster is for an exhibit

The GUIDON held to celebrate

then outgoing Ateneo president

Fr. Bienvenido Nebres, S.J.

The designs particularly

reflected his background in

mathematics as well as his

being a true blue Atenean.

e

ANGLESFr. Ben through the eyes of

The GUIDON

March 14, 2011MVP Basement

angles.theguidon.com

Promotions

The Grace of SpaceADMU Philosophy dept. event promo

ClientAteneo Philo Dept.


This poster is for an event to

celebrate Philosophy professor

Dr. Leo Garcia. The design brief

included making the poster look

like a certain Lao-style painting,

Lao being one of Dr. Garcia’s

favorite artists.

ePromotions

Loyola Schools Awards for Leadership and Service 2012Promotional material in coordination with ADSA


DeliverablesTarpaulin + souvenir booklet

This is a project I did in coordination with the

office of the Associate Dean of Student Affairs

(ADSA) as representative of The GUIDON.

I followed the Ateneo de Manila University

Brand Guidelines for this project.

e

THE LOYOLA SCHOOLS AWARDS FOR LEADERSHIP AND SERVICE

and The LS Awards for Sports | The Ascend Awards

Hera ld ing Hope and Tr ans format ionATENEO DE MANILA UNIVERSITY

Awarding CeremonyRicardo and Dr. Rosita Leong Hall Auditorium

March 5, 2012

THELOYOLA SCHOOLS AWARDS FOR LEADERSHIP AND SERVICEand The LS Awards for Sports | The Ascend Awards | The COA Awards

Heralding Hope and Transformation

Awarding CeremonyRicardo & Dr. Rosita Leong Hall AuditoriumMarch 5, 2012

THEASCEND AWARDS

Youth Participation in Interfaith Cooperation Circles A Case Study of the Muslim-Christian Youth for Peace and Development (MCYPD)

Timothy Andrew E. SaleraIV AB DS

The Philippine DepEd recently adopted the “Face to Faith” program of former British Prime Minister Tony Blair, a program that involves interfaith dialogue as part of the social education of students. This is in response to the growing recognition of the need of interfaith dialogue among peoples of different faiths to assuage the tensions that may be caused by discrimination between Muslims and Christians in the Philippines through establishing peace and solidarity within interfaith communities. Deemed central to these efforts is interfaith youth. This thesis attempts to unravel the motivations and nuances of participation in an interfaith setting: the Muslim Christian Youth for Peace and Development (MCYPD), an interfaith youth organization in partnership with the Peacemakers’ Circle. Using a qualitative methodology with the use of interviews, the case study asks: What are the motivations for the MCYPD youth involvement? Is the discussion on religion one of them? And as a sub-question, how are the youth in the MCYPD able to participate in their locality?

What motivates participation in this organization is mainly the relationships that have been formed, and discussion on religion is important only insofar as they help the youth members befriend the members of the other faith and maintain smooth interpersonal relations with adherents of other faiths. It is further argued, as drawn from the research that more emphasis should given to ‘living dialogue’ than merely the ‘dialogue of cooperation’ in locating the impetus for participation.

In view of all these, this paper thus hopes to contribute to the literature on interfaith youth groups in the Philippines as well as on the case studies of youth and participation especially considering a lack of research on interfaith communities in Luzon. Further, this study hopes to provide a better understanding of the relationships between youths of different faiths which may aid in building communities of understanding and might be instructive in understanding motivations for interfaith efforts.

THEASCEND AWARDS

Finalists School of Social Sciences

Duck and Cover: Tarella

Careen Dominica O. BadongJustin Jannel T. Chua

IV AB EU

With the increasing pollution, poverty and recent calamities due to the continuous storms that enter the Philippines. A group of four students who are currently taking up a class on European Business Environment and European Marketing Strategies decided to create Duck and Cover, which is a line of reliable and outstanding weather accessories made from upcycled plastic bags, that aims to engage the community into creating a better society through the its partnership with Gawad Kalinga. This will benefit the GK community by providing both a livelihood program and a series of business management training seminars that can help them establish their own businesses in the future.

Tarella or tagpi-tagping umbrella is the first product of Duck and Cover. Though it will be similar to the classic cane umbrella, Duck and Cover improves it by adapting a recent innovation together with new designs to further strengthen its frame and enhance its utility. Tarella will be utilizing the double-canopy umbrella frame, the use of upcycled plastic bags for the canopies and the addition of reflective PVC tapes on the handle and on top of the umbrella. The upcycled plastic bag, as mentioned earlier, makes Tarella ecological and inexpensive but its benefits do not stop here. The used plastic bags enable its user to dry it right away through the use of a rag. Gone are the days wherein people have to leave their umbrellas outside their offices, libraries, or other establishments with its quick dry characteristic. There is more. Since the double-canopies are made from plastic, it makes the umbrella lighter. With an addition of reflective PVC tapes in the handle and around the tip cap, it provides the user protection against accidents that may occur at night through added visibility. These innovations make Tarella not just any other ordinary umbrella. Furthermore, based on the results of the survey conducted, Tarella captures the interest of the target market.

Kyla Nicole P. FabianKatrina Isabela G. Mora

“May the rain and sun be least of our worries. Through Tarella, eliminate trash and poverty. Together let us protect the community.”

THEASCEND AWARDS

The ASCEND Awards honor those exemplars from the different schools who successfully marry the need for the development of personal competencies and discipline mastery with the commitment to address the real needs of the country through their profession.

These research papers and projects actualize the University President’s call to engage the community while contributing to national development as a venue for disciplinary mastery --- contributing to the creation of inclusive, empowering and sustainable economic development, political institutions, and/or culture and communities.

Promotions

Kaingin Week 2012Promotional materials

CollateralsPrint and online promotions


Here are some promotional

materials for the Kaingin Week

2012, the biggest project of the

organizational year.

e

Film Viewing

“Coach Carter”

SocSci Conference Rooms 3/4 430 - 600 pm

THESIS

ahonInformation Design senior’s thesis

ahon is a comprehensive flood-

related disaster reaction plan

designed to cater to a citywide

scope. It contains information

and materials that would help

people better prepare for, deal

with, and recover from flood-

related calamities.

cf

Zone B

Evacuation CenterSM Marikina

Ruta:(left) Maps for every home.

Every household should be given a zonal

map wherein the members of the family

can point out the shortest route from

their home (which they will plot on the

map) to the nearest evacuation center

(marked by a house icon).

cf

(above) Street signs which would help

direct traffic directly to the assigned

evacuation center.

(above and right)

Some pages of the instructional booklet

which accompanies the maps.

Thesis

Mgadapatgawinkapagbumaha.

Inihanda para sa zone B Evac Center - SM Marikina

City Hall - (02) 646 - 2360

Zone BSM Marikina

Bawat pamilya ay bibigyan ng mapa na katulad nang nasa kaliwa.

Nakadepende na sa gagamit ng mapa kung papaano niya mamarkahan ang pinakamaigsing distansya mula sa kaniyang tinitirhan patungo sa evacuation center.

Sa bawat kanto, may nakapaskil na street signs na kasing kulay ng evacuation center sa mapa. Sundin ang mga ito, at huwag nang pansinin ang mga normal na street signs. Sundan ang kulay patungo sa evacuation center.

cfThesis

ahon 1

6 ahon

NOBODY HELPED US.

“NO AUTHORITIES (DURING) DAYTIME AND DURING THE WHOLE NIGHT. We had no electricity at all.

BIGLAAN.”

Mrs. Rosie BataanResident

Provident Villages, Marikina CityOn her Ondoy (2009) experience

ahon 7

The Philippines is a country constantly bombarded by

tropical storms and low-pressure areas, bringing about a

constant barrage of rainfall to the country especially

during the latter half of the year.

According to PAGASA, Rainfall ranges from 965 to 4,064

millimeters per year. Baguio, eastern Samar and eastern

Surigao receive the most amount of rainfall while the

southern part of Cotabato receives the least amount of

rain [1]. Metro Manila, on average, receives 2,201 mm of

rain annually [2] which means that it is one of the more

affected regions in the country.

PROJECT BACKGROUND/HISTORY

4,064 mm

2,201 mm

965 mm

8 ahon

I believe that this project is relevant

in our situation considering that

there have been a sizable number of

flood-related casualties these past

few years, not including people who

were injured and properties that

were destroyed.

as the popular adage says.

The logic behind the design solutions was inspired by an ID senior’s

thesis project that I saw almost 2 years ago. The project featured a first

aid kit that was specifically designed for the injured person himself,

with the thinking that he might not have enough time to wait for help

to arrive. Some calamity survival guides do exist already, but I want

to make it a point that the project and the subsequent products that

come from it have their distinct visual characteristic -- simplicity. It’s

reasonable to think that when undergoing calamity, elaborate designs

are the last things on our minds. That’s why the project’s visual identity

will be minimal, simple, and effective.

Prevention is always better than cure,

“

(1) http://kidlat.pagasa.dost.gov.ph/cab/climate.htm date accessed: Sept 1, 2011

(2) http://www.worldweather.org/021/c00092.htm date accessed: Sept. 1, 2011

PHILOSOPHY/AESTHETIC THEORY

ahon 9

OVERALL PROJECT OBJECTIVES

RESOURCES

SCOPE AND LIMITATIONS

SCOPE

This project’s main goal is to arm the user with knowledge that would

help them prevent getting into more complicated situations. ahon aims

to solve the problem of panic induced by the sudden strike of flooding

in the area by informing the user of certain variables that would help

him/her better anticipate the floods, gather necessary belongings, and

ultimately assure the safety of everyone in the area by getting them

someplace safer.

The project’s effectiveness is heavily based on research on safety

methods, first aid, lifestyle studies, and a history of typhoons in the

Philippines, specifically in the Metropolitan Manila area. I would have

to try to contact PAGASA regarding some statistics and also as to what

their protocol is when extreme flooding happens in an area. I also need

to contact the Marikina City Hall regarding their protocol on said matter.

Also, having a specific market in mind, I would also have to interview

people living in regularly flooded areas like Marikina and surrounding

areas to see as to what they do when worse comes to worst and what they

think of the governing body’s efforts to keep them all safe.

I will also be doing library work to look for reference books regarding

safety planning and disaster management. I will also be looking into

some design books to help me figure out the best medium I can use to

carry out the project.

The expected output of this project would consist of mostly product-

based information design in the form of packaging, print, and

installation designs.

ahonInformation Design senior’s thesis documentation

Shown here are some of the pages

of the documentation book which

I produced to accompany the thesis.

den fajardo - portfolio 2012

Documents