jerryflorez

[jerryflorez]

Romanza Series in progress

[jerryflorez]

Client: Apple & The Academia Group, 2020/2021

The Problem: B2B Marketing campaign — Client wanted to share success stories from their clients, but lacked a system or structure for this. The client wanted innovative, inspiring ways of presenting success stories, in an organised way.

The Proposal: Bringing coherence across success stories with a scaleable identity system that is in-line with the existing brand aesthetic.

The Concept: A unified body of work — timelessness, modularity, clarity, optimism.

[jerryflorez]

Client:��University of the Arts London, 2019/2020

The Problem: Digital Transformation, Internal Comunications — Due to the scale and diversity of UAL’s departmental functions, there was a need for clarity when exchanging complex information, concepts or ideas in regards to Digital Transformation.

The Proposal: Conceptual Information Design —Employing simple graphic principles to communicate complex thought processes.

The Concept: Clarity and Experience; modernism, iconography, diagrammatic design.

[jerryflorez]

“Oxymorons”

Render design, inspired by Fabric-Formed Casting techniques.

Though irrational, contradictions are often poetic and stimulating. In many aspects of life beyond just the aesthetic, harmony isn’t achieved by averaging extremes down to mediocrity, but often by wrestling with extremes and simultaneously welcoming what they have to offer.

Inspired by techniques of fabric-formed casting (which I am fascinated by), this visual concept questions our perception and application of the dichotomies and contradictions around us, and invites an appreciation and wonder for irrationality and dualities.

[jerryflorez]

Relationships

[jerryflorez]

[jerryflorez]

Relationships, detail.

[jerryflorez]

Aaliyah

Published in Screenshot Magazine

Direction by Jerry Florez and Andres Panduro

Photography by Jerry Florez

[jerryflorez]

Dom 

Published in Screenshot Magazine

Direction and Photography by

Myself and Andres Panduro

[jerryflorez]

Poetic Atmospheres (2018 - present)

A continuously growing collection of moments in their present, when materials, light and space collide together, evoking emotional atmospheres with poetic qualities.

[jerryflorez]

Poetic Moments (2018 - present)

A continuously growing collection of moments, in their present, when light, space, and lives come together to evoke emotional atmospheres with poetic qualities.

[jerryflorez]

“Poetry and Imperfection”

Fabric-Formed Cast Plaster

Experimenting with alternative casting techniques to celebrate qualities of imperfection and chaos as a poetic device that communicates atmosphere and emotion.

[jerryflorez]

“The Time Machine”, watch here.

Photography, Editing and Direction by Jerry Florez

Film reel here

[jerryflorez]

“Poetry and Imperfection”

Plaster and Pigment

Experimenting with alternative casting techniques to celebrate qualities of imperfection and chaos as a poetic device that communicates atmosphere and emotion.

[jerryflorez]

Poetic Architecture: Human Connection to the Virtue of Imperfection

Dissertation by Jerry Florez

[jerryflorez]

“Soho has a turbulent nature, which has been experiencing a deep change due to forces of developers and mismanagement by the Westminster Council. Due to Soho’s socio-political and economic complexity, and its deep cultural importance, its identity is split into four abstract themes which I experiment with as design principles: Contrast & Contradiction, Fluidity and Continuity, Poetic Devices, and Weaving Tapestry, all of which combine to inform the final proposal.”

“The Fabric of Soho”

Graphic Design for Final Project Portfolio

Contact for full portfolio

[jerryflorez]

“Soho has a turbulent nature, which has been experiencing a deep change due to forces of developers and mismanagement by the Westminster Council. Due to Soho’s socio-political and economic complexity, and its deep cultural importance, its identity is split into four abstract themes which I experiment with as design principles: Contrast & Contradiction, Fluidity and Continuity, Poetic Devices, and Weaving Tapestry, all of which combine to inform the final proposal.”

“The Fabric of Soho”

Sample Portfolio Pages - Final Project

Contact for full portfolio.