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Alquimistas Gráficos
  • Mixed media collab between Pablo Zárate & Lionel Fernández Roca.
  • © Lionel Fernández Roca / © Pablo Zárate
Description
Alquimistas Gráficos (Graphic Alchemists).
Mixed media collab between Pablo Zárate & Lionel Fernández Roca.
Disciplines
Digital Art, Typography, Digital Imaging
Year
2010
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Other Projects
  • 11 Twittulares
  • a&p The Promotion House
  • TWTM
  • Illuminatis
  • Nicestream.com Wireframes
  • NSmetrics
  • Quoting Time
  • Rapsodia: Winter Collection 2012
  • #PROFECIASCAMBOYANAS
  • VANS: Where's my park?
  • Camboya Mobile
  • Bienvenidas: Mother's Day
  • 26
  • Campaña Picasso Tour 2011
  • Buscadores de Aventuras
  • AREA 51
  • FIESTA & MUSICA verano 2011
  • To design by Milton Glaser
  • Alquimistas Gráficos
  • Now with air conditioning...
  • lionelfernandezroca.com - Landing page
  • be better
  • Taste of echoes
  • CLAVES PARA...
  • BUY CREATIVELY campaign
  • ego
  • CREATE wallpapers
  • WALMART redesign
  • Executive Education
  • Revista imagen (wip - on hold)
  • Editorial Design '08
  • iPhone wallpapers 2010
  • Ki Matsuri + Síntesis, Arte y Diseño
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  • 11 Twittulares As we were building TWTM we grew increasingly determined with refining our monitoring process. We wanted to time and time again get a more acurate data mining, weeding out more and more of the ‘crappy matches’, as I called them (data that didn’t have anything to do with what we were monitoring, but came up anyways because it matched a keyword by chance). TWTM was a great engine to measure just about anything that was going on on Twitter, but this strength was also it’s greatest downpoint: if it’s engine was versatile enough to be able to monitor anything, it would never be able to be monitor one specific topic as flawlessly as the standards we wanted to impose demanded.

    We took the knowledge and experience gained while building TWTM and formed a smaller startup team to dedicate ourselves to building a product that could have those standards engraved. We knew we had to get topic-specific, and that topic had to deliver a constant flow of complex data to identify, be challenging enough to serve as a stepping stone for more products to come, and be fun enough to let us be engaged with the users. We went with football.

    We threw around a lot of names across the months and 11 Twittulares, a play on words between ‘Twitter’ and ‘Titulares’ (starters) stuck.

    We were a small group. Everyone would lead their area of expertise and we would have almost equal voice in the big matters. I was the Design Lead but I often found myself feeling as somewhat of a Project Co-Manager, as I regularly gave voice in issues regarding content, development and social media management.

    We started by using a clone of the TWTM engine and tweaking it bit by bit as time went by, but eventually I found that we were again and again founding ourselves hitting a wall in our progress because of the original app’s limitations. I proposed we threw it all away and start building from scratch: it was never going to be what we wanted it to be if we kept being held back by our past work.

    We sat the whole thing up around real football tournaments and matches around the globe, but gave no regard to the ‘real’ outcome of the match. What mattered was if the people tweeted about you and how much, that would define who won our version of the match. A quote by the great Oscar Wilde kept coming to mind: “If there is anything more annoying in the world than having people talk about you, it is certainly having no one talk about you”.

    It was an awesome, extremely hard, challenging and ambitious project, and I loved every minute of it.         2013 Creative Direction, UI/UX, Web Design
  • a&p The Promotion House I was commissioned by a Promotion Agency to design their new website. They’re one of the biggest in Mexico and had offices all around Central and South America and they really needed to refresh their online presence while making a statement: we’re big and we’re here to stay.

    It was a simple enough brand site, but I decided to take it as a challenge and do the development side of things myself, as I proposed a full Google Maps integration to sort out and show their big international presence and found it interesting to learn how to work with that API. That being said, at the time I hadn’t coded a full site in years. It proved to be... challenging, to say the least, but I luckily came out ahead and with a few new tools on my belt.         2013 UI/UX, Web Design, Web Development
  • TWTM What started as a social media feeds management app (NSmetrics) eventually evolved into a more specified product oriented to be able to capture and process the whole conversation on Twitter around a specific subject, event, person or entity. We originally called it "Tweetometro" (Tweetometer), but I quickly came up with the idea of simpifying the brand name to TWTM.

    This time we built it from the ground up, using everything we learned from our experience with NSmetrics and taking under consideration everything we were setting out to do with this app. This one was going to be an engine, one that would have a simple enough default front end that we could use it casually for monitoring random events, but at the same time could withstand anything we wanted to throw at it: the backend was the key.

    I built an interface with a simple enough UX that you could have only a rudimentary idea of what the thing you wanted to measure entailed and you'd be able to start seeing results, but could also be used in a more complex manner to narrow down the data to get to specific portions of a conversation, and even compare enities with great ease in real time. The more data you'd feed it, the more accurate measurements it gave you, simple as that. It could be (and was) used to measure topics as diverse as one could think of: from concerts, to sports tournaments, to celebrities popularity, to even political elections.

    Everything we learned from building and using this tool in just a few months led to us making the choice of building another even more ambitious and specific project that stemmed directly from TWTM: 11.tt         2013 Interaction Design, UI/UX, Web Design
  • Illuminatis A while back I was commissioned to design an application to manage massive amounts of Twitter identities (i.e. 'bots'). As I was working with Twitter-related apps a lot at the time, this project was a perfect fit and it piqued my interest at once.

    The real challenge was that for these identities to be able to 'work', they needed to be:
    - Managed and sustained constantly in order to expand their lifespan (i.e. gotta keep'em real so Twitter doesn't kill them)
    - Organized and classified in a comprehensive way to maximize their effectiveness (i.e. 'the right tool for the right job')
    - Able to execute massive ammounts of content at a given time to push an action into being, and then fade out their involvement to let the real 'organic' content take their place

    To top it off, all of this needed to be measured in real time. Needless to say, it was a really fun and challenging project, right up my alley.

    Since the identities were all in all 'nameless drones', I geeked out a little and styled the logo as somewhat of a Stormtrooper (with a little Clone Army / Boba Fett mixed in there) and made a point of making the whole look and feel real dark and ominous (my tiny Darth Vader homage, if you will), turning it to my advantage as it gave me great contrast when visualizing hard data.         2013 Interaction Design, UI/UX, Web Design
  • Nicestream.com Wireframes As I was working at Nicestream for their metrics apps division, I got asked to pitch some ideas for their new site. These never made it past the wireframing stage, as they decided to go with a simple landing page instead, but I ended up quite liking how they turned out.     2013 Branding, Information Architecture, Web Design
  • NSmetrics In early 2012 I got hired to work as the Design Lead for a team that was trying to develop a social media feeds management app.

    The NSmetrics brand and business unit ended up disolving in it's early stages. As the challenges we met while trying to build a comprehensive app that could hold a huge chunk of a specific SM conversation at it's core made us realize we needed to take a different direction, this specific project was left unfinished, but I still managed to learn a great deal in regards of planning a webapp and designing it's UI, both from scratch.

    A lot of what I learned while building this was eventually poured into TWTM, of which this can be considered as somewhat of a 'predecesor'.         2013 Interaction Design, UI/UX, Web Design
  • Quoting Time A random quotes series exploring different typographic and composition styles.     2012 Typography, Design, Art Direction
  • Rapsodia: Winter Collection 2012 Website proposal for clothing brand Rapsodia for it's 2012 Winter Collection.
    Designed while working at Camboya Digital Media.         2012 Web Design, Typography, Design
  • #PROFECIASCAMBOYANAS Twitter interactive website for Camboya Digital Media's end-of-year action.
    Designed while working at Camboya Digital Media.         2012 Illustration, Typography, Web Design
  • VANS: Where's my park? Proposal for a geotagging based website where skateboarders, longboarders and the sort could find and recommend parks and events. For VANS clothing brand.
    Photography, art & design by Lionel Fernandez Roca.         2012 Web Design, Typography, Design
  • Camboya Mobile Mobile version for Camboya Digital Media's website.
    Designed & development counseling while working at Camboya Digital Media.         2012 Web Design, UI/UX, Design
  • Bienvenidas: Mother's Day A Facebook action for Editorial Bienvenidas with a Mother's Day motif.
    Concept, art, photography & design by Lionel Fernandez Roca.
    Designed while working at Camboya Digital Media.         2012 Typography, Design, Art Direction
  • 26 Small piece done for my 26th birthday.     2011 Typography, Art Direction, Graphic Design
  • Campaña Picasso Tour 2011 Teaser ad campaign developed entirely for the online reality show CreationLA as part of the first challenge.
    Illustration & Design by Kailep.
    Design & Art Direction by Lionel Fernandez Roca.
    Text & Copy by Victoria Varga.         2011 Illustration, Art Direction, Typography
  • Buscadores de Aventuras Piece for a BTL campaign developed entirely for the online reality show CreationLA as part of the third challenge.

    Typography, Design & Art Direction by Lionel Fernandez Roca.         2011 Typography, Design, Art Direction
  • AREA 51 Pieces for a digital advertising campaign developed entirely for the online reality show CreationLA as part of the second challenge.

    Typography, Design & Art Direction by Lionel Fernandez Roca.         2011 Typography, Design, Art Direction
  • FIESTA & MUSICA verano 2011 Flyer advertising parties and concerts taking place during the summer of 2011.
    Designed while working at íntegroMKT.         2011 Typography, Graphic Design, Art Direction
  • To design by Milton Glaser "To design is to communicate clearly by whatever means you can control or master"
    quote by the great Milton Glaser         2010 Graphic Design, Typography, Design
  • Now with air conditioning... Now with air conditioning...
    A pseudo-retro poster to test out my new branding identity.         2010 Typography, Graphic Design, Branding
  • lionelfernandezroca.com - Landing page A typographic landing page designed for my website.     2010 Typography, Graphic Design, Web Design
  • be better better today than yesterday, better tomorrow than today

    A phrase of mine that has become somewhat of a motto. I repeat it to myself every single day.         2010 Typography, Design, Digital Imaging
  • Taste of echoes Taste of echoes :: A self-promotion personal project series that finds it's concept behind a selection of music.     2010 Art Direction, Graphic Design, Typography
  • CLAVES PARA... Para Universidad de Palermo - Graduate School of Business - Programas Ejecutivos. Proyecto para la difusión de un seminario dictado por Esther Feldman y Juan García Aramburu.     2010 Art Direction, Digital Imaging, Graphic Design
  • BUY CREATIVELY campaign El proyecto de rediseño de Walmart requirió desarrollar una campaña publicitaria para ser aplicada en diarios, revistas y carapantallas municipales.     2010 Advertising, Branding, Graphic Design
  • ego Retoque digital bajo el concepto de Caos, representado por mi figura formada sólamente por capas de tipografía.     2009 Digital Imaging, Typography, Digital Art
  • CREATE wallpapers Wallpaper diseñado integramente en 3D via Cinema4D.     2009 Digital Art, Typography, Digital Imaging
  • WALMART redesign Este proyecto requirió un completo rediseño de la identidad visual de la cadena de supermercados Walmart. El rediseño de Walmart también requirió el que se rediseñaran 2 de sus submarcas.     2010 Branding, Graphic Design, Digital Imaging
  • Executive Education Identidad de los Programas Ejecutivos de la Graduate School of Business de la Universidad de Palermo. Se diseño una identidad pictogramática para cada uno de los Programas Ejecutivos. Los pictogramas son diseños originales.     2010 Branding, Graphic Design, Design
  • Revista imagen (wip - on hold) Revista sobre diseño, fotografía, arte y disciplinas afines.
    Se desarrolló un número de la revista, así como la marca y 2 tapas alternativas.         2008 Editorial Design, Branding, Graphic Design
  • Editorial Design '08 Piezas editoriales realizadas mientras estudiaba en Universidad de Palermo.     2008 Editorial Design, Typography, Graphic Design
  • iPhone wallpapers 2010 iPhone wallpapers 2010.
    As an iPhone user and designer, pretty much everything I do I later try to take with me as a wallpaper, so I thought I'd share a few of my projects (recent & old) in iPhone wallpaper version.         2010 Graphic Design, Digital Imaging, Art Direction
  • Ki Matsuri + Síntesis, Arte y Diseño Panel conceptual vinculando los antecedentes pictóricos de japón conocidos como Chojugiga y Ukiyo-e, con el manga y anime populares en la actualidad. El trabajo también consistió en 2 afiches anunciando una edición de la convención de manga, anime y rol Ki-Matsuri. El panel fue premiado con el 3er Puesto en el concurso homónimo.     2008 Graphic Design
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All works © Lionel Fernandez Roca unless given contrary indication.
Please do not reproduce without the expressed written consent of Lionel Fernandez Roca.