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a collection of work

N E W M E DI A D E S I GN E R
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Fountainhead Poster
Image composite This promotional poster is aimed to promote and showcase
Tools: Adobe Photoshop, Adobe Illustrator digital artists and their work. The website’s name became
Size: 11" by 17" the inspiration for the logo design and art direction.
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Dragonfly
digital rendering Created graphic insect with only vectors.
Tools: Adobe Illustrator Utilized gradients to achieve reflective
qualities in the insect.
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Ledor Watch
Digital rendering Original watch and logo design. Extensively researched various luxury
Tools: Adobe Illustrator watch brands to develop the “Ledor Timepieces" logo and watch form.
Size: 11" by 17" Utilized gradient and masking techniques to achieve a final design.
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Best of the Bay


Magazine Feature Editorial Article Four page magazine spread article for “San Francisco" magazine. The
Tools: QuarkXPress, Adobe Illustrator, Adobe Photoshop article layout uses a bold graphics that compliment key article points.
Fonts: Berthold Akzidenz Grotesk, Clarendon, Frutiger, Minion A combination of typefaces were used for impact as well as readability.
Size: 20" by 12" Maintained consistent grid system and color palette throughout the design.
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Local Kitchen and Wine Merchant


stationery design Created new identity for existing restaurant “Local Kitchen and Wine
Tools: QuarkXPress, Adobe Illustrator Merchant." The logo is based on the restaurant food aesthetic and its
Fonts: Briem Akademi, Eurostile, Univers emphasis on wine. Colors of dark wine and olive green were
Paper: Strathmore Bristol Velum 100lb chosen for the food and wine aesthetic and clean and sophisticated.
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Local Kitchen and Wine Merchant


Menu design Created new designs for restaurants’ dinner, dessert and wine menus Many
Tools: QuarkXPress, Adobe Illustrator design issues were addressed including menu content hierarchy, cross
Fonts: Briem Akademi, Eurostile, Univers menu layout consistency and legibility. The layout approach
Paper: Strathmore Bristol Velum 100lb is based on the restaurants clean and sophisticated interior.
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Local Kitchen and Wine Merchant


Magazine spread Produced a one page magazine spread that advertises the new restaurants’
Tools: QuarkXPress, Adobe Illustrator, Adobe Photoshop identity using similar grid systems and colors of the overall design.
Fonts: Briem Akademi, Eurostile, Univers Image was taken from the restaurant and used to promote
it as a neighborhood establishment.
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Local Kitchen and Wine Merchant


signage Placement of new logo design on existing exterior building
Tools: Adobe Illustrator, Adobe Photoshop facade. Signage is shown during the day and illuminated at night,
Fonts: Briem Akademi, Eurostile, Univers providing more of a prominent image from the busy street.
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Scoops Gelato
Identit y and PACK AGING Design Designed the identity and four flavors for Scoops Gelato
Tools: Adobe Illustrator, Adobe Photoshop, brand. Constructed ice cream tubs and lids for these flavors.
Adobe InDesign
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BLACKBERRY
RICOTTA
ONE PINT / 473(mL)

Scoops Gelato
PACK AGING Design Designed four flavors for Scoops Gelato brand. Constructed
Tools: Adobe Illustrator, Adobe Photoshop, Adobe InDesign ice cream tubs and lids for these flavors.
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Scoops Gelato
POSTER Design Design based on gelato shop inspiration
Tools: Adobe Illustrator, of providing multiple flavors to the
Adobe Photoshop, customers. Utilized the icon of the
Adobe InDesign ice cream cone in the design.
Size: 20" by 30"
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Fashion Plate Show


promotional Design Developed designs for a poster, postcard and ticket to
Tools: Adobe Illustrator, Adobe Photoshop promote fashion event showcasing local clothing boutiques.
Fonts: Flipflop Fashion images of a measuring tape and a bust mannequin were
used as design elements. The overall look was to be vivid and
engaging.for the promotion, even with a two color restriction.
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Wedding Invitation
invitation The clients input became an integral part of overall design.
Tools: Adobe Illustrator, Adobe Photoshop The invitation logo was inspired by the clients’ names.
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Hindsights Book Cover


promotional redesign This book cover jacket redesign uses its title "Hindsights"
Tools: QuarkXPress, Adobe Illustrator, Adobe Photoshop as the inspiration. The metaphor of looking back at the road previously
Fonts: Meridien Roman, Medium and Italic traveled becomes the original graphics for the book jacket. The warm
Colors: Duo-tome Pantone 2627 M and Pantone Yellow 012 M duo-tone color palette on a slightly textured warm grey card stock
Size: 21¾" by 9¼" was used to embody the inspiring mood of the book’s content.
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Creativity is in my being and like many creative people,


I get inspired to create by my surroundings. With my experiences from
education, travel, and everyday life
I share myself through my design . rodelborja
spatial
Before a pursuit for a graphic design career, I learned the
discipline of architecture. I quickly became aware of various design
philosophies—form and function, grids and structure, and that design
should not only be visually appealing, but functional and emotional.
Architecture taught me to think spatially realizing that design has more
that one dimension. I was also exposed to the Bauhaus and De Stijl
art movements which provided strong influence in my graphic style. I
realized that your design can be narrative. In the architectural case, an
individual moving through a sequence of spaces encounters a different
experience in each through shape, lighting, and materials—
descriptive characters of the spaces.

organic
Diverting my career path from architecture to graphics I was
reintroduced to designing outside the box. I relearned that creative
instances can be spontaneous and organic and not always have to be
predetermined. My current work often times has a minimally graphic
aesthetic but I also implement a subtle complexity in my work. Incorpo-
rating textural elements found in natural landscapes and surfaces,
and I reinterpret them in a graphic setting.

sensory
With these experiences I have acquired both an analytical sensibility
and a desire to design spontaneously. I find the bulk of my process is in
research, finding out background information and brainstorming pos-
sible solutions before I start moving the cursor. Using new media design
as a platform, I hope to create work that uses all the senses. I wish to
incorporate my architectural knowledge and create multimedia-work that
is spatial and narrative. With my designs, I want to provide an animated
sensory experience.

Designer’s Dossier
Magazine spread This two page spread showcases the personal design philosophy
Tools: Adobe InDesign, Adobe Photoshop and aesthetic. Incorporating elements of fine art, architecture
Fonts: Officina Sans and Serif, Univers Condensed and graphics in the layout, provides a glimpse of the work.
Size: 11" by 17" Used a strong grid and visual hierarchy within layout.
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Sailing the Clouds


Image composite Image composite portrays an imaginary scene
Tools: Adobe Photoshop of a “floating world." Raw images are original. Multiple
Size: 8½" by 11" masking techniques were used to combine these images.
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Animal Hybrid
Image composite Original photography of an eagle’s head and
Tools: Adobe Photoshop meerkat’s body combined for this final image.
Size: 8½" by 11"
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Time for Tea


Original photography Still life image using filtered lighting techniques
Tools: Adobe Photoshop to highlight the textures within the scene.
Size: 10" by 7"
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Scent in the Air


Digital photography Collaborative project produced by Rodel Borja,
Tools: Adobe Photoshop Christopher Ueda, Christopher Hein, Anthony Trevino.
Size: 7" by 10" Studio lighting on a translucent plexiglass surface
was used to create this illuminating image.
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A New Buzz
Original photography Provided an attention grabbing image for an existing
Tools: Adobe Photoshop, Adobe InDesign magazine spread. The image is of latte art
Size: 8½" by 10" provided by Ritual Coffee Roasters, one of
the cafes highlighted in the spread.
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Photo Booth Photos


imaging and photography SERIES Produced photo gallery for an existing movie
Tools: Adobe Photoshop web-site. Inspired by the movie aesthetics, the interactive gallery
Models: Zachary Durante and Melissa Mendavia is of a scrapbook with its weathered and aged photos.
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Dressed for Success


photography SERIES This project presents a collection of images that provided a narrative.
Tools: Adobe Photoshop The series of photos tells the story of a tie and the gentleman who wears it.
Models: Zachary Durante and Melissa Mendavia The concept was developed during the photo shoot, utilizing
various locations and models’ involvement for inspiration.
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Medoyeff Vodka Product


still life photographic Study This is product study for an existing product brand. Underlit lighting
Tools: Adobe Photoshop techniques were used with a translucent platform to execute the product’s
Product: Medoyeff Vodka Bottle luster. The packaging typography was highlighted within the image series.
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Drink Wall
Original photography Image taken during a personal trip to Argentina.
Tools: Adobe Photoshop Showcases the vibrance of the poster designs
and the bright culture in Buenos Aires.
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One Wilderness School


web redesign One Wilderness School is a company leading youth on back packing trips
Tools: Adobe Photoshop, Adobe Illustrator, Adobe Dreamweaver and nature excursions. The site redesign had an art direction that would
inspire the children and entice the parents with its open layout and
illustrative quality. Images provided by One Wilderness School.

LAUNCH SITE
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Tiger Woods PGA Tour 10


web redesign Designed html site for upcoming game release for EA Sports.
Tools: Adobe Photoshop, Adobe Illustrator, Staying with the style of the previous versions of the gamey the
Adobe Dreamweaver design evoked a sleek feel. Images provided by EA Sports.

LAUNCH SITE
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Giraffey Children’s Clothing


html design mock up Interactive mock site for Giraffey, an upcoming children’s
Tools: Adobe Photoshop, Adobe Illustrator, clothing site. The identity was designed to evoke
Adobe Acrobat playfulness and was carried out throughout the site.
Photography provided by Room Seven.

LAUNCH PDF
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California Academy of Sciences


Fl ash promotional design Produced interactive advertisements to promote the
Tools: Adobe Flash, Adobe Illustrator California Academy of Sciences. The overall design shows the inviting and
playful style of the museum to entice both young and young at heart.

LAUNCH FLASH AD 1 LAUNCH FLASH AD 2


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Stylized Sculpture
Fl ash promotional design Vertical banner to promote the Stylized Sculpture
Tools: Adobe Flash, Adobe Illustrator, exhibit. A dark and understated backdrop reveals the
Adobe Photoshop bold imagery of the costumes. Image provided by the
San Francisco Asian Museum of Art

LAUNCH MOVIE
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Independent Film Channel


Fl ash promotional design Designed a movie advertisement promoting Independent Film Channel.
Tools: Adobe After Effects, Adobe Photoshop, Adobe Illustrator The clean an minimal design helped show the unique movie choices on the
channel.

LAUNCH MOVIE
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Medoyeff Product Site


Fl ash promotional design Designed an interactive flash site for the for an existing product
Tools: Adobe Flash, Adobe Photoshop, Medoyeff Vodka. All the photography, illustrations, and imagery were
Adobe Illustrator original and based on the sleek and minimal design of the product.

LAUNCH SITE
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Amelie Movie Flash Site


Fl ash design Designed an interactive flash site for the motion picture Amelie including
Tools: Adobe Flash, Adobe Photoshop, a gallery, synopsis and trailer page. All the photography, illustrations, and
Adobe Illustrator imagery were original and based on the movie’s storyline and aesthetics.
Size: 900 by 600 pixels
LAUNCH SITE
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479˚ Popcorn
Fl ash promotional design Designed an interactive product gallery for 479˚ Popcorn.
Tools: Adobe Flash, Adobe Photoshop, The overall design was based on the existing identity and packaging of
Adobe Illustrator product. The popcorn, ingredients, and packaging were photographed and
Size: 900 by 600 pixels presented in a light and lively layout.

LAUNCH SITE
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Lonely Forest
SILKSCREEN Use of five colors as well as transparency ink
Edition: 3 of 12 achieved the watery effect of this print..
Size: 9" by 11½"
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SF Rain
SILKSCREEN Combination of original photographs of
Edition: 7 of 20 San Francisco and original drawings were
Size: 8½" by 13¼" used in the image composition.
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Pagoda
print Combined etching, aquatint and photo transfer
Edition: 12 of 25 methods to produce this 2 color print.
Size: 5½" by 8½"
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Dark Alley
print Original drawing of dark alley. Emphasized on
Edition: 6 of 10 the linear aspect of the image. Used etching
Size: 5" by 8" method for the print to highlight the line work.
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Urban Nature
BOOK STRUCTURE Constructed a book that juxtaposed urban and natural images. Used
Size: 6" by 7" by 2" warm and cool colors and different typefaces to achieve this comparison.
All original photography. Book was constructed to be viewed in three
dimensions to articulate the dynamic relationship of the images.
N E W M E DI A D E S I GN E R
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