Challenge
In collaboration with Mullenlowe, I developed designs that represented California characteristics for a marketing campaign for Californa Avocados.
California Style
The illustrations had to resemble the “C” & “A” from the word “avocados.” The goal was to develop designs that stay creative, fun, and legible. Though the concept was easy to come up with, as I wanted to depict a cool and edgy outdoor vibe, the challenge here was creating an "A" icon with the shape of the avocado character and the motorcycle.
California Tunes
The second attribute I chose was "tunes" as music is heavily influential to California's culture. The challenge I faced here was color combinations, as it was too distracting and taking away from the letters. As a result of several revisions with the Mullenlowe team, I decided to focus more on the design and illustration and stick with a simple color scheme to help overcome the challenges.
California Drives
Drawing inspiration from Californias breathtaking scenery, I chose to focus on the diverse outdoors that includes beaches, mountain ranges, and stunning forests for those who love to live in harmony with nature.
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