OPPORTUNITY: IKEA was launching “The Life Improvement Project” and needed visuals to aid the campaign.
INSIGHT: People use the IKEA manuals when they are setting up their furniture, hence they are familiar with the IKEA dude who appears in the instructions.
SOLUTION: Bring the IKEA dude to life in a new, fun way.
MY ROLE: Concepting and illustration.
We created The Life Improvement Manuals, which show the IKEA dude giving different tips on how to improve life. Additionally, as a soft sell, we incorporated some IKEA products within the tips (when they were relevant to the tip given). In total, I illustrated a page for each of the following manuals:
- Closet Organization
- Reward Exercise
- Try New Things
- Build Confidence
- Get a Good Night’s Sleep
- Never Stop Learning
- Eco-friendly Lighting
- Design for Weight Loss
- Save the Honey Bees
- Drink More Water
Below is a closer look at "Try New Things." We even gave the IKEA dude a mohawk.
Additional illustrations were created for the following deliverables:
- Key visuals for the IKEA homepage
- Times Square billboard
AD: Giselle Guerrero
AD/ILLUSTRATION: Ceci Bergier
CW: Emma Parry
CD: Diego Zambrano
THE ASK: Create a fabric line specifically designed for kitchens to be sold in shops like Anthropologie. The main theme: pasta.
MY ROLE: Full creative direction and execution.
I like to kick things off with gathering inspiration. For this particular product, I created a mood board of pasta photography. When it comes to inspiration for drawing, I like to refer to real photographs of the subject matter instead of illustrations.
2. Sketch. Sketch. Sketch:
I carry a sketchbook everywhere I go. This part is perhaps the most fun, just thinking and exploring all the possibilities of design. I like to have as many sketches as possible. I don’t constrain myself here because it’s where the magic happens. I aim for 30 pages of sketches (when time allows).
3. Pick my favorites:
Once I have spent enough time sketching out different approaches, I go through my content and select/photograph my favorites. Then I go into photoshop and make a spread that includes my top pieces. This part is also exciting because it’s where I get a better understanding of what the final product will start to look like. I try to have as many graphic elements as possible.
Depending on the final look and feel I am going for, I either draw it in Photoshop or vectorize it in Illustrator. I used Illustrator for this particular project .
5. Color study:
For every project I like to do a color study which helps ensure that I'm using the best color combinations. Once I have selected the colors I want to use, I do a combination palette, which is where I test each color with each other to see which work and eliminate those combinations that don’t.
6. Collect graphic elements:
After having created and colored all my assets, I lay them out on a single page. It’s my version of a UI kit for making patterns. In exchange, this gives me clarity and allows me to see all the elements I have at my disposal. With this, I can start playing in photoshop to create patterns.
7. Extra Playtime:
Even though I sketched out my final design, I make sure to have extra time for play and exploration because there's always a chance to see things in a new way. In this case, I had made all of my graphics, except I still felt like it was missing something. It was missing emotion. I realized that whoever would buy an apron with this fabric must really love pasta, and that is how I came up with the final addition of the Pasta Queen type treatment. I thought about this while I was waiting at the salon and made a quick sketch right there. When I got home, I vectorized it and incorporated it into the final design.
8. Final product:
Once I have my final pieces, I place them all in one sheet to see how they all work together, and voila, the work is done.
Every week I illustrate new episode art for Dyking Out, an LGBTQ Podcast. I've also created and continue to create it's brand identity, website, illustrations, merch, pin and weekly promos.
INSIGHT: While there's more queer content in the media landscape than ever before, it's still very limited.
The LGBTQ+ community craves and deserves content that reflects the pride they feel.
SOLUTION: Fun, vibrant and quirky illustrations. Our brand identity that shows the feminine symbol vertically as it normally is and upside down, allowing for a quick visual interpretation of the identity of the hosts while also spelling the word OUT.
MY ROLE: Concepting, illustration and art direction.
The podcast now has over 100K downloads, a growing social media following and sponsors.
CD/Art: Ceci Bergier
CD/Copy: Carrie Berg