roger dela rosa design / case studies 06-08

ROGER DELA ROSA / DESIGN

RING ME / 310 560 5309EMAIL ME / [email protected] ME / www.issuu.com/rockstardesignerCHAT ME [AIM] / rogelio857


[ WHAT I DO ] art direction / strategy + design / brand development + redesign / corporate communications design / typographic design / environmental graphic design / information design / package design / advertising / solve problems

[ WHO I AM ] designer. dreamer. thinker. father. mover. shaker. leader. feeler. interviewer. problem solver. talker. charmer. juggler. artist. traveler. writer.equally at ease talking to CEOs about sport fishing in the florida keys and business strategy, as well as explaining the benefits of strong branding and the importance of good design. and yes, I’m a rockstar.



[ CASE STUDY / 1 / SOUTHERN CALIFORNIA GRAPHICS ] brand development / management: after creating the entire scope of branding for southern california graphics, spent the last two years implementing and managing the brand identity. developed/designed style guide for in-house use. as the printing business evolved, so did the brand. the constant was the original idea of “service without boundaries”. developed the brand into use in advertising, updated the stationery system, updated the logo for ease of use across new applications and created a new sub-brand for their digital printing business. and consulted on all design concepts.

SOUTHERN CALIFORNIA GRAPHICS / BRANDING

role[s] :art director / lead designeraccount director

SOUTHERN CALIFORNIA GRAPHICS / BRANDINGportfolio case, sample box / holiday card, promo


SOUTHERN CALIFORNIA GRAPHICS / BRANDINGadvertising for APALA publication


serv

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wit

hout

bou

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ies™

* Cumulative 2006–07 Customer Satisfaction Survey average based on a 1–10 rating system.

93

Meets expectations*

On time delivery to customers*

serv

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hout

bou

ndar

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95

Overall satisfaction*

serv

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94w

serv

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93 Quality of print*

SOUTHERN CALIFORNIA GRAPHICS / BRAND DEVELOPMENT + REDESIGNlogo design development


SOUTHERN CALIFORNIA GRAPHICS / BRAND DEVELOPMENTstyle guide


S T Y L E

GUIDEtrade gothic / all caps

trade gothic light / all caps

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%&*()







univers 55univers 65 bold

to be used exclusively for the main logotype, alternate logo,

address and contact information.

trade gothictrade gothic light

trade gothic bold two

to be used for text / body copy, headlines and sub-heads in all printed collateral.

helveticahelvetica bold

to be used exclusively for text / body copy in all PC-based letterheads and mailing labels.

SouthernCaliforniaGraphics

pantone 616U / 40%

pantone 645U / 60%

univers 65 bold

trade gothic bold two

black

pantone 693U / 50%

pantone warm gray 6U / 52%

welcome.southern california graphics’ style guide.

family owned and operated since 1974. a fixture in southern california.

the corporate identity is based on and inspired by southern california. culture. lifestyle. and of course, SCG’s service without boundaries.

S T Y L E


trade gothic bold two / all caps /adjust kerning so the tagline,“service without boudaries” appears fully-justified


any questions, please contact the marketing department.all measurements are in inches unless noted.updated: july 2007

S T Y L E





8432StellerDrive

Culver CityCalifornia

90232

T: 310559 3600

F: 310558 3127

service without boundaries

wwwsocalgraphcom

0.055 0.055

0.57

0.0898.5 univers 65 bold / 10 pt. leading / left justified

left justified

8.5 univers 65 bold / 10 pt. leading / left justified

main logotype

alternate logo

SCG brand bars

7.75 pt. univers 55 / 9 pt. leading / right justified

7.75 pt. univers 55 / 9 pt. leading

7.75 pt. univers 55 / 9 pt. leading

6 pt. leading

0.055

0.089

0.197

0.197

pantone 616U / 40%

pantone 645U / 60%

pantone 693U / 50%

pantone warm gray 6U / 52%

logo usage rules

main logotype and alternate logo may be re-sized proportionately.

always “anchor” main logotype in the top left corner of page

all elements within both the main logotype and alternate logo must always be used, i.e.

you CANNOT remove address from main logotype.

the length of the black box can be adjusted to fit within a certain area [please see business card and envelope designs.]

there is a definite relationship between the main logotype and the SCG brand bars.

Whenever you use the main logotype, you must use some “form” of the SCG brand bars.

SCG brand bars usage rules

when used in a vertical format [like on back of letterhead and business card],

add “service without boundaries” in top box and website in third box down,

as indicated in the example.

when using the SCG brand bars as small boxes, no copy is necessary [as seen in the alternate logo].


[ CASE STUDY / 2 / DIODES, INC. ] problem: a smaller budget turned a full annual report into a 10k wrap solution: the hundreds of tech companies putting out 10k wraps are a dime a dozen. went with a simple, yet bold concept to drive the annual report : “right place [markets], right time and the right [innovative] products” ... classic ingredients that have been combined to drive the company’s success. instead of a traditonal book format, went with a fold out poster to make for a more interesting presentation and lent itself to represent the company’s innovative products that empower all of our lives. and really loved the idea of presenting an annual report in such a non-traditional way, it was a great way to push the design and still make a conservative client happy.

DIODES INCORPORATED / 2007 ANNUAL REPORT


DIODES INCORPORATED / 2007 ANNUAL REPORTfeature fold-out / poster



[ CASE STUDY / 3 / AMERICAN STATES WATER ] problem: third year designing the annual report, needed a fresh concept that included the company’s commitment to sustainabilty and ethnic diversity. solution: “for generations to come...” the writing and imagery all tied into the company’s rich history and a look into the future. imagery played a very big role in conveying this theme. hired a fashion photographer to capture models of each major generation time period, then placed them onto historic stock backgrounds to complete the look. printing on recycled/uncoated stock lent itself to both the sustainabilty and retro look of the book. winner / 22nd annual BLACKBOOK AR100.

AMERICAN STATES WATER / 2006 ANNUAL REPORT

role[s] :art director / lead designer

AMERICAN STATES WATER / 2006 ANNUAL REPORTintroduction spread / feature spread


AMERICAN STATES WATER / 2006 ANNUAL REPORTintro. spread


1942: The federal government upgrades drinking water standards of 1925.

1938: Golden State Water Company (“GSWC”) formerly Southern California Water Company,progenitor of American States Water Company, celebrates 10 years in business.

American States Water Company Annual Report 2006

Join our two models on the following pages as they chart the passing of the generations and the sustaining value of water.

1936: Hoover Dam completed.1934: Dust Bowl storms begin in the Midwest.

Turn on the tap and fill your glass. For generations of Americans—nearly 80 years now—American States WaterCompany has made it that easy. There is, however, nothing easy about it. Never mind that only 1% of the planet’swater is drinkable; it’s where that water is, or rather isn’t, that makes the gathering and distribution of it the realchallenge. Groundwater, for example, can take three or four generations—the course of a human life—just to traverse a single mile. Add to this our swelling population and the resulting demand for fresh water, and many of our most important aquifers are being over-pumped. And this just touches the surface of the problem.

We need sustainable solutions, solutions that will meet our present needs without further compromising the abilityof future generations to meet their own needs. At American States Water Company, we understand and are committed to this—sustaining a way of life by ensuring a steady flow of clean water for our customers today and…

…For Generations to Come

AMERICAN STATES WATER / 2006 ANNUAL REPORTfeature spread


1960: First Clean Water Act passes U.S. Congress.1951: The post-war boom swells GSWC’scustomer roll to almost 100,000.

1965: Congress passes the Water QualityAct setting standards for states.

1947: Newly available Colorado River water boostssupply to GSWC’s rapidly growing customer-base.

1947: Los Angeles establishes first air pollution control bureau in the nation.

1948: Federal Water Pollution Control Act is enacted.

G.I.Generation Post-War Generation

American States Water Company Annual Report 2006

They are the G.I. Genera-tion—also known as theGreatest Generation—who endured the GreatDepression and heroicallyfought and won World WarII. Via the G.I. Bill, Americainvested in them and they,in turn, invested in Amer-ica—and in companies likeAmerican States WaterCompany. What their investment helped to buildand sustain has prosperedto become one of thelargest publicly tradedwater companies in thecountry—an industryleader comprised of sixsubsidiaries, including 40water systems and oneelectric system, that todayprovides water and othervital utility services to wellover one million people.

They are the Post-WarGeneration—also knownas the Silent Generation—who came of age tooyoung to have won the warand too old to declare oneon the establishment. Instead, they quietly builttheir American dream inthe new suburbia. Here,whole communities sprangup, their manicured lawnswatered by thousands ofmiles of pipe—pipe and anaging infrastructure thattoday are in dire need ofrepair. Fortunately, atAmerican States WaterCompany, we’ve committed $279 millionover the last four years—some $67 million in 2006alone—providing exceptional service for ourcustomers today whilesustaining our communi-ties for tomorrow.


[ CASE STUDY / 4 / FIRE MAGIC PREMIUM GRILLS ] problem: r.h. peterson co.’s line of fire magic gas grills’ brand looked cheap and did not hold a lot of presence and brand equity in the public eye. solution: the product is high-end, state of the art, beautifully constructed. the brand needed to say that through its identity and all supporting collateral. the elevation of the brand into a luxury lifestyle brand included a redesigned logo, the renaming of the product line, inserting the word “premium” into the product description, and most importantly, the creation of a brand position line, “savor the moment” that represented the new brand. all elements made their debut in the design of the new product catalog and subsequent supporting advertising and print collateral. inspired by luxury car catalogs, it is a beautiful visual partnership of luxury lifestyle and premium grills.

R.H. PETERSON CO. FIRE MAGIC PREMIUM GRILLS / CATALOG


R.H. PETERSON CO. FIRE MAGIC PREMIUM GRILLS / CATALOGintroduction spread / product spread



[ CASE STUDY / 5 / BRAILLE INSTITUTE ] problem: coming up with a fresh and poignant concept in the sixth year working with braille institute. also, each year, with each book, we create a brand system for the year that is used in all marketing. solution: the concept, “see us...for who we are” was a powerful reminder of the prejudices that people with disabilities deal with everyday. and the subjects chosen to be featured are all great examples of strong individuals that have overcome being visually impaired. the idea to make positive statements, followed by a “revealing” on the following spread [that the subject was visually impaired], came about during the ideation stages, and really helps tell the story of the concept. winner / 22nd annual BLACKBOOK AR100.

BRAILLE INSTITUTE / 2006 ANNUAL REPORT


BRAILLE INSTITUTE / 2006 ANNUAL REPORTfeature spreads


BRAILLE INSTITUTE / 2006 ANNUAL REPORTcover / intro. spread / feature spreads


LIGHT 20061

...FOR WHO WE ARE. The idea for this year’s annual report came to us ratherquickly. There were so many success stories this year,and yet the imperative remained clear—to somehowaddress any misconceptions people still have of BrailleInstitute. Their name, you would think, says it all. But as with the blind and visually impaired individualswhose stories populate the pages of this book, firstimpressions are rarely what they seem. In fact, despiteall my previous experience with Braille Institute, I—likeso many others—never truly appreciated all that theyhave to offer. Like so many others, I never saw BrailleInstitute for who they are. I do now.

Our mission is to eliminate blindness and severe sight loss as a barrier to a fulfilling life.

the interviewer:

BRAILLE INSTITUTE AR 2 LIGHT 20063

MY NAME IS SENECA…

MY FAVORITE SUBJECT IS MATH.

I LOVE GOING TO THE MALL, GYMNASTICS CAMP, PLAYING SOCCER AND RIDING MY BIKE.

MY BEST FRIEND’S NAME IS BRITTANY...

SHE’S REALLY GOOD AT PLAYING MUSIC AND IS ONE OF THE FASTEST GIRLS ON HER TRACK TEAM.

AT BRAILLE INSTITUTE, WE’RE ALWAYS DOING SOMETHING FUN—

LIKE GOING ON HIKES, WRITING POETRY, AND EVEN LEARNING TO SKI!

MY NAME IS BRITTANY…

MY FAVORITE SPORT IS RUNNING TRACK.

I LOVE PLAYING THE PIANO AND THE DRUMS AND CAN PLAY MUSIC BY EAR.

MY BEST FRIEND’S NAME IS SENECA…

SHE’S REALLY GREAT AT GYMNASTICS AND IS ONE OF THE BEST PLAYERS ON HER SOCCER TEAM.

AT BRAILLE INSTITUTE, WE’RE ALWAYS DOING SOMETHING FUN—

LIKE LEARNING TO COOK, PLAYING AT THE BEACH OR EVEN GOING KAYAKING!

LIGHT 20065

...AND THERE’S NOTHING WE CAN’T DO.

WE ARE EIGHT YEARS OLD.WE ARE VISUALLY IMPAIRED...

When I learned of Seneca and Brittany, I sensed immediately that theirs was a story worthtelling. After all, there were two of them—two visually impaired girls who had become bestfriends while attending school and Braille Institute. Of course, I was curious as to how andwhy each had lost their vision. Then again—how could I go about asking? Finally, I bravedthe call to Seneca’s parents, Cara and Tom, who—after some awkward small talk on my part—dutifully explained the story behind their daughter’s vision loss—undoubtedly somethingthey’ve had to recount a thousand times. And yet, as I sat taking notes, I slowly began torealize that—like most—I had been concerned with the wrong question. Seneca and herfriend Brittany experienced vision loss for different reasons and at different times in theiryoung lives. What was the same, however, was their family’s desire for them to live life to itsfullest. Braille Institute, Brittany’s mother, Lashon, would later explain, is helping to preparethem for the world. Although they first questioned their teacher’s suggestion to visit BrailleInstitute, Seneca and Brittany went together and there discovered an exciting new world oflearning activities! Likewise, we discovered something more than two blind girls who simplymade for a warm story; we discovered Seneca and Brittany.

the interviewer:

SEE US...

BRAILLE INSTITUTE ANNUAL REPORT LIGHT 2006

BRAILLE INSTITUTE / 2006 ANNUAL REPORTconcept comp w/ stock imagery placeholders

role[s] :art director / lead designer / headline writer

Really sexy dummy copy. Super fascinating stuff. Very

interesting story. Hot adjectives and really cool verbs.







Really sexy dummy copy.

...FOR WHO WE ARE

MY NAME IS GRACE.MY FAVOURITE COLOR IS PINK.MY FAVOURITE SUBJECT IS MATH.MY BEST FRIEND’S NAME IS MARY.

I AM AN HONOR STUDENT.I AM VISUALLY IMPAIRED... ...AND THERE’S NOTHING I CAN’T DO.

Really sexy dummy copy. Super fascinating stuff. Very interestingstory. Hot adjectives and really cool verbs. Really sexy dummy copy.Super fascinating stuff. Very interesting story. Hot adjectives and real-ly cool verbs. Really sexy dummy copy. Super fascinating stuff. Veryinteresting story. Hot adjectives and really cool verbs. Really sexydummy copy. Super fascinating stuff. Very interesting story. Hot adjec-tives and really cool verbs. Really sexy dummy copy. Really cool verbs.Really sexy dummy copy. Super fascinating stuff. Very interesting story.Hot adjectives and really cool verbs.

SEE US...

BRAILLE INSTITUTE ANNUAL REPORT LIGHT 2006

roger dela rosa design / case studies 06-08

Documents

design concepts

brand identity

rating system

importance of good design

new subbrand

overall satisfaction

stationery system

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