La Tiendita Del CAmpo Logo
La Tiendita del Campo, a small, community-oriented market serving patrons in Caldwell, Idaho, had gone without a logo for decades, until I was tasked with creating one in 2023.
La Tiendita is full of rich cultural and historical significance. The store serves a majority Latino population, and is located at a historic migratory labor camp turned low-income housing complex. It was this rich history, as well as my own Mexican heritage, that I reflected on while designing this logo.
In creating this brand, I knew I needed something organic. I used a still-life image as a way to display multiple subjects — specifically, staple foods within Latino communities. I paired the art with a Serif typeface to add to the simple, traditional feel.
2023 Farmway Village Carnival
In 2023, I was tasked with designing posters for the annual Farmway Village Carnival, located at the Caldwell Housing Authority. Held on Mother’s Day weekend, this is the first local carnival of the year, marking the first sign of summer for school kids.
In conceptualizing this design, I was driven by the word “threshold” to find the right balance between elements, colors, shadows and styles. Inspired by Saul Bass, I began with an angular, cut-paper style for each element, but when I combined them together to create a collage, the style lost its luster. Here, I transitioned into a cleaner approach. I smoothened out the design and limited my color palette until I found my end result.
But just because one idea doesn’t work out, doesn’t mean it can’t fit elsewhere — I used my initial corn dog truck design to create stickers and a fun pattern, seen below!
2024 Farmway Village Carnival
The Caldwell Housing Authority invited me to design the 2024 carnival poster after seeing great success in 2023. However, I didn't want to replicate my previous art style.
As I conceptualized this poster, I thought of my childhood visits to the Amador County Fair. I vividly remember the evening hours -- the sun hanging low in the sky, creating long silhouettes of the people, stands and rides.
I let this concept rule the project, over all other elements.
Saul Bass Inspired Collage
Sketch of dimensional collage
Corn Doggin'
Camp Sawtooth 2023
Once a year, the Caldwell Housing Authority invites staff and their families to a weekend campout in the Sawtooth Mountain Range of Central Idaho. For the 2023 campout, CHA’s director asked me to design a sweatshirt for the annual campout — he wanted this design to be personal and fun.
With that in mind, I illustrated caricatures of two staff members — Hector and Edwin, respectively — one running away from a bear, fishing pole in hand, and the other posing as Bigfoot in the background. I hand-drew lettering to match the illustration, and added the CHA logo on Hector’s shirt for a nod to the organization.
This design was super fun to create, and I enjoyed the chance to push my illustration skills to the next level.
2024 Egg Drop Contest
The Caldwell Housing Authority hosts an annual egg drop for grade-school kids to compete to see whose egg can survive.
For this poster, I needed a style and concept directed at children and their parents. While I could have gone with cracked eggs and spilled yolks, I opted for a friendlier approach, displaying a smiling egg, gently floating to the ground in a peanut butter cup wrapper.
