How to know you love something

It was my birthday. But I wished it wasn’t. I was in the middle of my Praxis portfolio project. I had decided to create three brand books for three different companies in the span of three weeks. When the month started, I realized just how over my head I was.…

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The completion of my last brand book and what’s next

I write today’s project update with heavy eyes but satisfaction. I have completed the third and largest brand book of my portfolio project this month. It has been a combination of late nights and early mornings, some breakthrough exciting moments and some more head-in-hands moments. Just a month ago I…

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Brand Book #3: Yerbamala Designs

I have several vivid memories of my mom and I walking into the interior design stores in Coral Gables or downtown Miami and ogling at all the gorgeous pieces available for sale. Most of the time we didn’t buy anything but the experience of window shopping and enjoying all the…

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And just like that. . .the second brand book is done!

To be fair it hasn’t been “just like that”. But it has been really fascinating to experience the unique challenges to each book so far. Each process for creating the book and rebranding concepts is different. I started out the week with a decent amount of confidence since I’d already…

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Brand Book #2: KeySmart

One of the most popular products ever launched on Kickstarter, KeySmart, has hit the ground running since its initial launch in 2013.   The creator and CEO, Michael Tunney, was a robotics engineer making six figures. Yet, despite a great salary and a secure job, Michael found himself with the…

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How to develop a brand without any client feedback

  After creating my first brand book for PARLOUR, I realized I had underestimated a very important aspect of the branding process — client feedback.   I took the decision during the planning stages of my portfolio project to pitch my brand books and concepts to companies AFTER I created them.…

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The concept and process behind PARLOUR’s logo

Born in the late 90’s, I still hold an appreciation for the early sounds and sights of my youth. Images of my sister’s gel scrunched hair in puffy scrunchies are forever etched in memory. So, when diving deep into research about PARLOUR’s roots, mission, and story, I was beyond excited…

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Brand Book #1: Parlour Vegan Bakery  

South Florida has called itself home to a vibrant culinary scene for many years. There exists no shortage of spices, tropical fruits, or pastelitos. In the past few years, the city hubs of Miami and Fort Lauderdale have adapted to the growing demand for plant-based and allergy friendly eateries. As…

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