Cecilia Salcedo

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	<title>Cecilia Salcedo</title>
	<link>https://ceciliasalcedo.com</link>
	<description>Cecilia Salcedo</description>
	<pubDate>Tue, 25 Mar 2025 01:17:04 +0000</pubDate>
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	<item>
		<title>FirstPrinciples</title>
				
		<link>https://ceciliasalcedo.com/FirstPrinciples</link>

		<pubDate>Tue, 25 Mar 2025 01:17:04 +0000</pubDate>

		<dc:creator>Cecilia Salcedo</dc:creator>

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Case StudyFirstPrinciples
A non-profit brand that supports the dedication to advancing our understanding of the universe's fundamental principles.
	
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About the project

	FirstPrinciples is a non-profit organization established by Ildar Shar (formerly StackAdapt), the foundation is dedicated to advancing knowledge, fostering innovation, and leveraging technology and data to drive scientific progress. By encouraging unconventional approaches and groundbreaking ideas, FirstPrinciples aims to push the boundaries of what is possible in science and technology, shaping a brighter future for all.
The visual identity was completed by Frontier Design Studio in 2024, providing them with a brand that reflects their positioning and helps differentiate them from others within theoretical physics, technology and non-profit space. 


Services - Visual Identity, Website Design, Digital Production
Client - Ildar Shar, FirstPrinciples
Created at Frontier Design Studio


	&#60;img width="5388" height="3986" width_o="5388" height_o="3986" data-src="https://freight.cargo.site/t/original/i/a8ef66c0fd74f9c79de5417cae561eb1f11f188eb47b442feac3b32b36badf69/Artboard-13.png" data-mid="228745476" border="0"  src="https://freight.cargo.site/w/1000/i/a8ef66c0fd74f9c79de5417cae561eb1f11f188eb47b442feac3b32b36badf69/Artboard-13.png" /&#62;


	The Brief

	
	The brief when developing the FirstPrinciples visual identity was simple, develop two visual identity design directions with the goal of reflecting FP’s positioning and help differentiate themselves from others. 

It was important at the start to get acquainted with the concept of first principles and the organization's mission. The idea, in simple terms, means, “starting with the most basic, foundational truths of physics and building up from there.” By researching, celebrating and valuing the building blocks of theoretical physics, FirstPrinciples aims to catalyze technologies for the benefit of all humanity.

We focused primarily on the development of a logo, colour palette, typography and iconography set and secondarily set our sites on a brand pattern, but it was lower on the list of priorities to start. 


	Discovery &#38;amp; Concept

	
	Our research and discovery into the world of theoretical physics allowed us to come to the idea of “the spark”. As first principles are the building blocks of knowledge and theory and they are a catalyst for technological and theoretical advancements, so is FirstPrinciples. An idea, a spark, a catalyst, an important discovery, a life changing conversation, are all at the core of the mission of this organization.


&#60;img width="8006" height="3942" width_o="8006" height_o="3942" data-src="https://freight.cargo.site/t/original/i/2e1142510ac31a50821daf9719b59e6ca7e0b9e99deedf68d2b3dcfb22325cc3/FP_Concept.jpg" data-mid="228745351" border="0"  src="https://freight.cargo.site/w/1000/i/2e1142510ac31a50821daf9719b59e6ca7e0b9e99deedf68d2b3dcfb22325cc3/FP_Concept.jpg" /&#62;
This concept started from the spark, an icon which is symmetrical and repeatable that captured so much of what the brand was about. We quickly realized a brand pattern would become a primary storytelling and graphic device that could be manipulated to show our interpretations of the shifts and flows of the fabric of reality, a theme in quantum computing. 

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	The Visual Identity


	The visual identity consists of a logo, colour palette, typography and iconography set and brand patterns. 
The logo is paired with a custom wordmark which borrows angles and qualities from the spark icon. Letterforms like the lowercase ‘r’ and ‘l’ were modified to better reflect and mimic the icon to make these elements exist in the same visual continuum. Small modifications like this allowed us to create a logo and wordmark that are immediately ownable and impactful.

	
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	&#60;img width="4501" height="4001" width_o="4501" height_o="4001" data-src="https://freight.cargo.site/t/original/i/8c28365cce42c3e7c6c71bc61ef3fd38af25ac2cbadc39d1c76cdf1792f31c03/Artboard-2-copy-5.jpg" data-mid="228745007" border="0"  src="https://freight.cargo.site/w/1000/i/8c28365cce42c3e7c6c71bc61ef3fd38af25ac2cbadc39d1c76cdf1792f31c03/Artboard-2-copy-5.jpg" /&#62;Wordmark

	&#60;img width="4501" height="4001" width_o="4501" height_o="4001" data-src="https://freight.cargo.site/t/original/i/6f71c5be2a10f0c5054d9c48d930d537e70d98b31b96866bccbf2f9e898c084f/Artboard-2-copy-4.jpg" data-mid="228745018" border="0"  src="https://freight.cargo.site/w/1000/i/6f71c5be2a10f0c5054d9c48d930d537e70d98b31b96866bccbf2f9e898c084f/Artboard-2-copy-4.jpg" /&#62;
Icon


	&#60;img width="8002" height="3501" width_o="8002" height_o="3501" data-src="https://freight.cargo.site/t/original/i/54621ea7b101179094f684749eae6f1ca8460525c33f2e0fee0fbc37fa166929/FP_ColourPalette.png" data-mid="228745176" border="0"  src="https://freight.cargo.site/w/1000/i/54621ea7b101179094f684749eae6f1ca8460525c33f2e0fee0fbc37fa166929/FP_ColourPalette.png" /&#62;
The colour palette is steeped in the world of science with navy, black and white, while creating intrigue and surprise with vibrant colours like mint and purple. Creating high contrast combinations, the palette feels modern, vibrant, ambitious and aspirational, yet still establishes a sense of authority and grounding.

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 Space Grotesk was an easy font choice. The sleek font with geometric letterforms that capture precision and modernity, mirrored the structured elegance of first principles, and the form of the spark. Its slightly futuristic aesthetic also aligns with the exploration of space, time, and the unknown, making it an ideal choice for a forward-thinking organization like FirstPrinciples.

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Bespoke icons including the brand icon were crafted to align with the identity’s thematic pillars, ensuring a cohesive system. Early on we established the core role a brand pattern would have in this identity. We warped and skewed the pattern to create compositions around the shaping of the fabric of reality, coming up with a system of four patterns that expanded, contracted and moved. These are a dynamic branded element which bring an innovative touch to the brand. 


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	All Together


	The FirstPrinciples visual identity was rounded out by a presentation template, website design and branded merchandise design. Now interacting with photography, the brand came to life in these real-world applications.


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Presentation Template


&#60;img width="8007" height="14864" width_o="8007" height_o="14864" data-src="https://freight.cargo.site/t/original/i/469223b2a8dec5fe96eaef251542c5747aad826d27fa51c6d7e0a816ec14557e/FP_Website-Mockup.jpg" data-mid="228745035" border="0"  src="https://freight.cargo.site/w/1000/i/469223b2a8dec5fe96eaef251542c5747aad826d27fa51c6d7e0a816ec14557e/FP_Website-Mockup.jpg" /&#62;Website Design


&#60;img width="3876" height="2200" width_o="3876" height_o="2200" data-src="https://freight.cargo.site/t/original/i/697519e066969e2d2a8b5b6580ea66cfa00e32a28d1076fdad2ed535009aa7f3/FP_Swag.png" data-mid="228745372" border="0"  src="https://freight.cargo.site/w/1000/i/697519e066969e2d2a8b5b6580ea66cfa00e32a28d1076fdad2ed535009aa7f3/FP_Swag.png" /&#62;Merchandise


Next Project ︎︎︎

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	<item>
		<title>Beyond Anthology Series</title>
				
		<link>https://ceciliasalcedo.com/Beyond-Anthology-Series</link>

		<pubDate>Wed, 22 Jan 2025 05:54:39 +0000</pubDate>

		<dc:creator>Cecilia Salcedo</dc:creator>

		<guid isPermaLink="true">https://ceciliasalcedo.com/Beyond-Anthology-Series</guid>

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Case Study
The Beyond Anthology SeriesA series of books that enliven your senses.

 
	&#60;img width="4445" height="2501" width_o="4445" height_o="2501" data-src="https://freight.cargo.site/t/original/i/e311be1dc15ab8ca561c86935827d668e4dafaa4be48f3751e8840fd9c199afb/Artboard-33.jpg" data-mid="228687577" border="0"  src="https://freight.cargo.site/w/1000/i/e311be1dc15ab8ca561c86935827d668e4dafaa4be48f3751e8840fd9c199afb/Artboard-33.jpg" /&#62;


	About the project


	With the mission to delivering outstanding works from writers whose first language is not English, Laberinto Press has gone on the journey to tell stories through the lens of the senses. Examining taste, sight, touch, smell and sound, the anthologies in this unique series collect the points of view of diverse and complex writers across Canada.

Having the privilege to work with talented editors and writers and Laberinto’s publisher Luciana Erregue-Sacchi, the work of Beyond the Gallery, Beyond the Park and Beyond Touch Sites emerged. Next year, the last piece of this anthology will round out the senses, Beyond the Concert Hall: An Anthology of Sound. 
	Services - Book Cover Design, Interior Book Layout, Print Production
Client - Laberinto Press


	&#60;img width="3867" height="2501" width_o="3867" height_o="2501" data-src="https://freight.cargo.site/t/original/i/f88b07321c5a801bb5edabc88dfd43008d0d79f2e8e94e80647129ad49f335d7/Artboard-33-copy-4.jpg" data-mid="228687690" border="0"  src="https://freight.cargo.site/w/1000/i/f88b07321c5a801bb5edabc88dfd43008d0d79f2e8e94e80647129ad49f335d7/Artboard-33-copy-4.jpg" /&#62;


	Beyond the Gallery: An Anthology of Visual Encounters
Edited by Liuba González de Armas &#38;amp; Ana Ruiz Aguirre


	“Resisting the sterility of contemporary art’s white cube, Beyond the Gallery embraces eclecticism by weaving together a labyrinth of visual experiences through intersecting and diverging pieces of fiction, creative nonfiction, journalism, and academic research. In doing this, we invite readers to consider Hispanic Canadian literature as Canadian literature, beyond the confines of Magical Realism, the official English-French bilingual model, and to see yourself in these pages.” - Laberinto Press


&#60;img width="5801" height="3751" width_o="5801" height_o="3751" data-src="https://freight.cargo.site/t/original/i/1f6a3441df775cd7e7660c1bbe7022fb6f61b4ba3240f0e7e5f1c030d871744b/Artboard-33-copy-2.jpg" data-mid="228676680" border="0"  src="https://freight.cargo.site/w/1000/i/1f6a3441df775cd7e7660c1bbe7022fb6f61b4ba3240f0e7e5f1c030d871744b/Artboard-33-copy-2.jpg" /&#62;


	The ConceptKnowing this anthology would be about breaking beyond the white cube, ideas around architectural forms and different visual planes came to be. Looking to strong Latin visual references from artists like Lygia Clark, Carmen Herrera, Gego, Soto and Cruz-Diez, I established a geometric and vibrant roster of inspiration for this cover.

&#60;img width="3922" height="2739" width_o="3922" height_o="2739" data-src="https://freight.cargo.site/t/original/i/8c6c4865421622e2a23f769c99935f7dbc8b6de3703060839046b0a256f8f039/Artboard-33-copy-5.jpg" data-mid="228863004" border="0"  src="https://freight.cargo.site/w/1000/i/8c6c4865421622e2a23f769c99935f7dbc8b6de3703060839046b0a256f8f039/Artboard-33-copy-5.jpg" /&#62;Visual References

&#60;img width="3922" height="2064" width_o="3922" height_o="2064" data-src="https://freight.cargo.site/t/original/i/7b37ea8b9d4a2b64bf61f3778c6c5a546f16a49dcdbc9df56d4c4f2c39fecd18/Artboard-33-copy-6.jpg" data-mid="228863005" border="0"  src="https://freight.cargo.site/w/1000/i/7b37ea8b9d4a2b64bf61f3778c6c5a546f16a49dcdbc9df56d4c4f2c39fecd18/Artboard-33-copy-6.jpg" /&#62;Cover Iterations

&#60;img width="2615" height="523" width_o="2615" height_o="523" data-src="https://freight.cargo.site/t/original/i/21c48dcfefd3e347e1debcf6d269e0cbbbb694bf627b108fd7e3569ffa291d8e/Artboard-33-copy-7.png" data-mid="228687909" border="0"  src="https://freight.cargo.site/w/1000/i/21c48dcfefd3e347e1debcf6d269e0cbbbb694bf627b108fd7e3569ffa291d8e/Artboard-33-copy-7.png" /&#62;


	Interiors
Aiming to be fierce and vibrant, I utilized full bleed washes of colour paired with bold and uppercase titles for the interior pages of this anthology. It was in this project that we also established the idea of an emblem. In this case, a broken cube referencing the geometric shapes of the cover became the emblem that marked the end of each story and appears in the back cover of the book as well. 


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&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/3d5dd26ef20ffc01c21d43a64e51225a8e80ba9eb9d7b817c4816a16195ce73f/Gallery_Interior4.jpg" data-mid="228677094" border="0"  src="https://freight.cargo.site/w/1000/i/3d5dd26ef20ffc01c21d43a64e51225a8e80ba9eb9d7b817c4816a16195ce73f/Gallery_Interior4.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/5a5fe1392bae26b622db2b1f585057d7c67d24706cf7e6a457db7b5ba4cfd26c/Gallery_Interior6.jpg" data-mid="228677391" border="0"  src="https://freight.cargo.site/w/1000/i/5a5fe1392bae26b622db2b1f585057d7c67d24706cf7e6a457db7b5ba4cfd26c/Gallery_Interior6.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/c65635f944824c7f3711c35a97ea84f6877c61c0c12c09491f2f648e9324ee89/Gallery_Interior7.jpg" data-mid="228677097" border="0"  src="https://freight.cargo.site/w/1000/i/c65635f944824c7f3711c35a97ea84f6877c61c0c12c09491f2f648e9324ee89/Gallery_Interior7.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/53cbf3ea14823bdcf7fb2155d950f3f676b2d0c304e0b308cae1d9c42d097bf2/Gallery_Interior71.jpg" data-mid="228677398" border="0"  src="https://freight.cargo.site/w/1000/i/53cbf3ea14823bdcf7fb2155d950f3f676b2d0c304e0b308cae1d9c42d097bf2/Gallery_Interior71.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/54a5ec8212eb76a32e99109183a1865e46d097eddf1b45beaa5563473c2cf57d/Gallery_Interior8.jpg" data-mid="228677098" border="0"  src="https://freight.cargo.site/w/1000/i/54a5ec8212eb76a32e99109183a1865e46d097eddf1b45beaa5563473c2cf57d/Gallery_Interior8.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/ad050b7a85a35a8183aa0e40d652b01e7694b86cf53ac16213e5de1271453625/Gallery_Interior9.jpg" data-mid="228677283" border="0"  src="https://freight.cargo.site/w/1000/i/ad050b7a85a35a8183aa0e40d652b01e7694b86cf53ac16213e5de1271453625/Gallery_Interior9.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/a8bccf9723877460389796278836b5e6874a449d218fe859b6fb50648643857b/Gallery_Interior10.jpg" data-mid="228677390" border="0"  src="https://freight.cargo.site/w/1000/i/a8bccf9723877460389796278836b5e6874a449d218fe859b6fb50648643857b/Gallery_Interior10.jpg" /&#62;


Beyond the Park: An Anthology of Ecological ExperiencesEdited by Ángel Mota Berriozábal


	“There are more immigrant voices added daily to our conversation on the environment and climate change in this country, and yet, there are lots more to add. Editor Angel Mota has expertly curated each of the pieces in this anthology, into a compelling whole about the authors’ connection to natural spaces through olfactory experiences.&#38;nbsp; Most of the contributors of Beyond the Park are immigrant settlers, with their own mother tongues, embracing either English or French, depending on where they settled. The untranslated pieces, written in English or French, Canada’s two official languages, complicate the cultural and linguistic idea of the ‘Two Solitudes.’”

- Laberinto Press
 
&#60;img width="5801" height="3751" width_o="5801" height_o="3751" data-src="https://freight.cargo.site/t/original/i/3b12fc55ccba1ef10dbb441908d86e200b3a18e006879837ee49021126b3d9b2/Artboard-33-copy.jpg" data-mid="228676682" border="0"  src="https://freight.cargo.site/w/1000/i/3b12fc55ccba1ef10dbb441908d86e200b3a18e006879837ee49021126b3d9b2/Artboard-33-copy.jpg" /&#62;


	The Concept
Community partners at the Art Gallery of Alberta invited children aged four to seven years old to submit a piece of art on the subject of "The Park." The winning entry, a sparkling collage of shapes in green and yellow suns and trees by Dominic Godbout landed on my desk as the starting point for the design of Beyond the Park. His work brings a childlike sense of wonder and freedom to the anthology. I was inspired by his use of colour and hand cut shapes that form a nature scene. I couldn't help but think about the sheets of paper he would have used to cut out forms that went on to become his piece. Bringing that idea to life; we start to see the negative space these shapes left behind. What new worlds can be layered, created, discovered? The design behind Beyond the Park supports the worlds talented authors have created, all thanks to Dominic and his creative explorations.


&#60;img width="3923" height="2739" width_o="3923" height_o="2739" data-src="https://freight.cargo.site/t/original/i/fd544893bdfff2675d963d149883f2881c8ea7a60af9af8c2d6b53a6958c7237/Artboard-33-copy-8.jpg" data-mid="228863157" border="0"  src="https://freight.cargo.site/w/1000/i/fd544893bdfff2675d963d149883f2881c8ea7a60af9af8c2d6b53a6958c7237/Artboard-33-copy-8.jpg" /&#62;&#60;img width="2615" height="1376" width_o="2615" height_o="1376" data-src="https://freight.cargo.site/t/original/i/080f38fa77996eefab9be4a0d593a811437581134b3ae65a7703d8639bc2d0b4/Artboard-33-copy-9.jpg" data-mid="228687958" border="0"  src="https://freight.cargo.site/w/1000/i/080f38fa77996eefab9be4a0d593a811437581134b3ae65a7703d8639bc2d0b4/Artboard-33-copy-9.jpg" /&#62;
&#60;img width="2615" height="523" width_o="2615" height_o="523" data-src="https://freight.cargo.site/t/original/i/8ab3289beeef366e95912a11056fe4a4992556bc48e7afb9989af856f1e27a8a/Artboard-33-copy-10.png" data-mid="228687991" border="0"  src="https://freight.cargo.site/w/1000/i/8ab3289beeef366e95912a11056fe4a4992556bc48e7afb9989af856f1e27a8a/Artboard-33-copy-10.png" /&#62;


	Interiors
Carrying the spirit of collaboration, hope for the future, and inclusion throughout, shapes inspired by Dominic’s work were peppered throughout the anthology kept the authors words in good company.


&#60;img width="3787" height="2376" width_o="3787" height_o="2376" data-src="https://freight.cargo.site/t/original/i/d3e276ddf6b946400a487edd1e46b59c4b1aeb82199602ad21186420dc691cea/Park_Interior0.jpg" data-mid="228683929" border="0"  src="https://freight.cargo.site/w/1000/i/d3e276ddf6b946400a487edd1e46b59c4b1aeb82199602ad21186420dc691cea/Park_Interior0.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/0067d9d9f0d0e0da990bf0e18f52117f0ff00208854372dd5c3fb79eaa573232/Park_Interior1.jpg" data-mid="228683708" border="0"  src="https://freight.cargo.site/w/1000/i/0067d9d9f0d0e0da990bf0e18f52117f0ff00208854372dd5c3fb79eaa573232/Park_Interior1.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/b77321d0e790a6500ffa8062566f4c2f4704ff3d2b7d6db99992a526c2525bd9/Park_Interior2.jpg" data-mid="228683711" border="0"  src="https://freight.cargo.site/w/1000/i/b77321d0e790a6500ffa8062566f4c2f4704ff3d2b7d6db99992a526c2525bd9/Park_Interior2.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/59241f24eee06c97203dc3040f256bcf7a10d83d8e28e1236fb0c9c6133288b5/Park_Interior3.jpg" data-mid="228683713" border="0"  src="https://freight.cargo.site/w/1000/i/59241f24eee06c97203dc3040f256bcf7a10d83d8e28e1236fb0c9c6133288b5/Park_Interior3.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/c00635c754d6061fc956ac228d45a20ba938afee447552dfae80db215606dbc6/Park_Interior4.jpg" data-mid="228683714" border="0"  src="https://freight.cargo.site/w/1000/i/c00635c754d6061fc956ac228d45a20ba938afee447552dfae80db215606dbc6/Park_Interior4.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/63107c5745f67fc81812a0e0f249f4b6acdd0dcfb9b39d766efd5802f9af2023/Park_Interior5.jpg" data-mid="228683965" border="0"  src="https://freight.cargo.site/w/1000/i/63107c5745f67fc81812a0e0f249f4b6acdd0dcfb9b39d766efd5802f9af2023/Park_Interior5.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/1be4a5cb8ee199229ca9c7be81825048be509ca0bcde13b92042ea77fd422fd2/Park_Interior6.jpg" data-mid="228684097" border="0"  src="https://freight.cargo.site/w/1000/i/1be4a5cb8ee199229ca9c7be81825048be509ca0bcde13b92042ea77fd422fd2/Park_Interior6.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/270987a4ce9f859db7a0ec926b5a6dd39e035eead6b6c06fb8372fbe8ed28c3d/Park_Interior9.jpg" data-mid="228683716" border="0"  src="https://freight.cargo.site/w/1000/i/270987a4ce9f859db7a0ec926b5a6dd39e035eead6b6c06fb8372fbe8ed28c3d/Park_Interior9.jpg" /&#62;


Beyond Touch Sites: An Anthology of the TangibleEdited by Wendy McGrath

	
“From the moment we leave the warm seas of our mothers’ bellies to join the world of Alone, tactility defines the contours of our being. With smell, touch is the oldest of our senses. It is also, as the explorations in Beyond Touch Sites reveal, one of the most complex and intimate conduits of human experience and communication. All-enveloping as our skin, our haptic sense can localize, lightning-quick, to specific memory sites. Touch can heal and harm, comfort and confront, catalyzing the other senses and carrying us to distant places. Touch moves us. We are touched.”
- Laberinto Press

&#60;img width="5801" height="3751" width_o="5801" height_o="3751" data-src="https://freight.cargo.site/t/original/i/e9d6a500565071cdf9ecb1ae18ee95c085e5307d9a147c520086c839af5dd911/Artboard-33-copy-3.jpg" data-mid="228676683" border="0"  src="https://freight.cargo.site/w/1000/i/e9d6a500565071cdf9ecb1ae18ee95c085e5307d9a147c520086c839af5dd911/Artboard-33-copy-3.jpg" /&#62;


	The ConceptThe modalities of touch addressed by the authors in this collection range across a spectrum of forms of contact: reparative, violent, retributive, gustatory, familial, ritual and ceremonial. With this in mind, a literal representation of hands reaching for one another is paired with a figurative connecting string of relationships, stories, rituals. The negative space between them leaves us wanting answers, and engrosed in the mystery of what’s inside this anthology.

&#60;img width="2615" height="1826" width_o="2615" height_o="1826" data-src="https://freight.cargo.site/t/original/i/ba7f3c0cdaea297168c905a1d1c4b04c2a23a1b03b113688287a277029a8b65e/Artboard-33-copy-11.jpg" data-mid="228688006" border="0"  src="https://freight.cargo.site/w/1000/i/ba7f3c0cdaea297168c905a1d1c4b04c2a23a1b03b113688287a277029a8b65e/Artboard-33-copy-11.jpg" /&#62;&#60;img width="2615" height="1376" width_o="2615" height_o="1376" data-src="https://freight.cargo.site/t/original/i/55e27798cf72e5cf026520fbe89c9ab58017524af3da31cbdbb5a9a1f186f4cf/Artboard-33-copy-12.jpg" data-mid="228688007" border="0"  src="https://freight.cargo.site/w/1000/i/55e27798cf72e5cf026520fbe89c9ab58017524af3da31cbdbb5a9a1f186f4cf/Artboard-33-copy-12.jpg" /&#62;&#60;img width="2615" height="523" width_o="2615" height_o="523" data-src="https://freight.cargo.site/t/original/i/40dac47ddb32072ac6940e814763e661241637bb20c46f7c341bf473c813e5f0/Artboard-33-copy-13.png" data-mid="228688009" border="0" data-scale="70" src="https://freight.cargo.site/w/1000/i/40dac47ddb32072ac6940e814763e661241637bb20c46f7c341bf473c813e5f0/Artboard-33-copy-13.png" /&#62;


	Interiors
This connected line makes its way in different forms to the interior of the book, flowing through the stories told and adapting and changing based on the pillars of Tender, Trace and Touch.


&#60;img width="3787" height="2376" width_o="3787" height_o="2376" data-src="https://freight.cargo.site/t/original/i/214a7e0e5dc29de50fa3e456d324d43172c9b6e7f71ab9468bf8321bf12c43c7/Touch_Interior0.jpg" data-mid="228679437" border="0"  src="https://freight.cargo.site/w/1000/i/214a7e0e5dc29de50fa3e456d324d43172c9b6e7f71ab9468bf8321bf12c43c7/Touch_Interior0.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/079447348d88ae26a43cee7b35841df786cc3185c54950f0325bbb7fe61d7142/Touch_Interior1.jpg" data-mid="228680603" border="0"  src="https://freight.cargo.site/w/1000/i/079447348d88ae26a43cee7b35841df786cc3185c54950f0325bbb7fe61d7142/Touch_Interior1.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/5909d97fbddf5f152293721d1ab808a99c9a052e0e3f7708390963ee2a0173ce/Touch_Interior2.jpg" data-mid="228680604" border="0"  src="https://freight.cargo.site/w/1000/i/5909d97fbddf5f152293721d1ab808a99c9a052e0e3f7708390963ee2a0173ce/Touch_Interior2.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/a7ae670f2d542de1158428acce331346f6862daa296c56006a6591071702088b/Touch_Interior3.jpg" data-mid="228680605" border="0"  src="https://freight.cargo.site/w/1000/i/a7ae670f2d542de1158428acce331346f6862daa296c56006a6591071702088b/Touch_Interior3.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/9745297a4f60d0485aef1f23eacd49a714dff19b8d3519b0372d639ee01f577c/Touch_Interior5.jpg" data-mid="228680607" border="0"  src="https://freight.cargo.site/w/1000/i/9745297a4f60d0485aef1f23eacd49a714dff19b8d3519b0372d639ee01f577c/Touch_Interior5.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/3606413116f512ddd3ff962c04bea1e93d0003e13b6146dd28b223828fee6eb4/Touch_Interior55.jpg" data-mid="228680614" border="0"  src="https://freight.cargo.site/w/1000/i/3606413116f512ddd3ff962c04bea1e93d0003e13b6146dd28b223828fee6eb4/Touch_Interior55.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/2f5f4afd830218234db05b8c9a5d2faf0b141ae6a5a471495331d0c686633479/Touch_Interior9.jpg" data-mid="228680611" border="0"  src="https://freight.cargo.site/w/1000/i/2f5f4afd830218234db05b8c9a5d2faf0b141ae6a5a471495331d0c686633479/Touch_Interior9.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/3a084705ff72afc0a734693c603c1b8c1114db3e0b55ab9a7bb88ea8bcf00256/Touch_Interior7.jpg" data-mid="228680609" border="0"  src="https://freight.cargo.site/w/1000/i/3a084705ff72afc0a734693c603c1b8c1114db3e0b55ab9a7bb88ea8bcf00256/Touch_Interior7.jpg" /&#62;
&#60;img width="1920" height="1204" width_o="1920" height_o="1204" data-src="https://freight.cargo.site/t/original/i/dd7e314920d812b6efa81b783bbc1bcf0d970d54dcc6e42a05d30688a2c99fa7/Touch_Interior8.jpg" data-mid="228680610" border="0"  src="https://freight.cargo.site/w/1000/i/dd7e314920d812b6efa81b783bbc1bcf0d970d54dcc6e42a05d30688a2c99fa7/Touch_Interior8.jpg" /&#62;


“Our press has worked with Cecilia in our four most recent books. Throughout the process she has been consistent, clear in the steps of the design stages, respectful of deadlines, and very open to the input of both editor and authors. Cecilia has become an essential member of our team. As per her designs, they are fresh, clean, and original. Working with Cecilia is always a delight.”


- Luciana Erregue-Sacchi, Director, Laberinto Press

	
Next Project ︎︎︎

</description>
		
	</item>
		
		
	<item>
		<title>Haven Values</title>
				
		<link>https://ceciliasalcedo.com/Haven-Values</link>

		<pubDate>Wed, 03 Jul 2024 05:56:10 +0000</pubDate>

		<dc:creator>Cecilia Salcedo</dc:creator>

		<guid isPermaLink="true">https://ceciliasalcedo.com/Haven-Values</guid>

		<description>


Case StudyHaven Studio Values Identity

An illustrated set of company values enabling a team of passionate creatives to rally together.


	&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/74474ede789febfe798f6df4bbe0d318bf598947ed9311b54eed38675ab13a2e/ValuesFull_Animation.gif" data-mid="228671094" border="0"  src="https://freight.cargo.site/w/1000/i/74474ede789febfe798f6df4bbe0d318bf598947ed9311b54eed38675ab13a2e/ValuesFull_Animation.gif" /&#62;


About the Project

	Haven Studios is a video game design studio based out of Montreal.
The Haven Values System is a unique visual signature that brings to life Haven Studios’ internal culture values: Kindness, Adaptability, Fearless Optimism and Excellence. The Values System is an internal messaging device used to rally around the values that brings their team together and sets them apart.


Services - Visual Identity, Illustration, Merchandise Design
Client - Haven Studios
Created at Frontier Design Studio


	&#60;img width="2364" height="1329" width_o="2364" height_o="1329" data-src="https://freight.cargo.site/t/original/i/968f989ba39bb7b195d9560ea9b4777db3478447fa088dd290176db1be5fd496/OfficeGlass-Mural.jpg" data-mid="214039575" border="0"  src="https://freight.cargo.site/w/1000/i/968f989ba39bb7b195d9560ea9b4777db3478447fa088dd290176db1be5fd496/OfficeGlass-Mural.jpg" /&#62;


	The Brief

	
	Building on Haven’s existing brand, we were tasked with concepting the visual expression of the Haven Values, crafting brand-inspired assets to make them clear and memorable. The work would culminate in a reveal at Haven’s Annual Assembly, inspiring team members to embrace and embody the values in their daily work. The goal was to design a distinct signature for each value—kindness, adaptability, fearless optimism, and excellence—while unifying them within the broader studio identity through typography, colors, icons, and photography. 


&#60;img width="906" height="510" width_o="906" height_o="510" data-src="https://freight.cargo.site/t/original/i/df1e52eadb915c439f5dde726084478e9c0d5fa97088813451ce0fa1dbfbcdda/Screenshot-2025-03-23-at-2.32.41PM.png" data-mid="228662281" border="0"  src="https://freight.cargo.site/w/906/i/df1e52eadb915c439f5dde726084478e9c0d5fa97088813451ce0fa1dbfbcdda/Screenshot-2025-03-23-at-2.32.41PM.png" /&#62;

Haven brand portal - existing asset and contextual starting point

&#60;img width="8000" height="4501" width_o="8000" height_o="4501" data-src="https://freight.cargo.site/t/original/i/14778a10b6a129b5948bb45889be3a40d54f7df4bc3f6a941d2b0e5cfb9abaca/BrandPattern.png" data-mid="228658961" border="0"  src="https://freight.cargo.site/w/1000/i/14778a10b6a129b5948bb45889be3a40d54f7df4bc3f6a941d2b0e5cfb9abaca/BrandPattern.png" /&#62;Haven brand pattern - existing asset and contextual starting point


	&#60;img width="4000" height="3000" width_o="4000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/ebd2f60223240edb06a8bcbed50e8f118297beaf6c078b78090a4269b626c63f/Blue_Poster.jpg" data-mid="228640740" border="0"  src="https://freight.cargo.site/w/1000/i/ebd2f60223240edb06a8bcbed50e8f118297beaf6c078b78090a4269b626c63f/Blue_Poster.jpg" /&#62;


	Concept &#38;amp; IterationsTaking cues from Haven’s established brand, we used the brand pattern as a starting point. With geometric shapes that build on one another, and always showing the Haven logo portal, we used this as our canvas to develop icons within the Haven portal that could then be integrated with the larger pattern system. 

Our approach to colour was inspired by monochromatic and geometric artwork and we also thought about these illustrations as small vignettes into a specific world, much like a stained glass window.
&#60;img width="9013" height="4587" width_o="9013" height_o="4587" data-src="https://freight.cargo.site/t/original/i/bf86ffbc6b1ffdbad063315ad1d471a3cf19a82ba1391328c1a66f5f1c93f40a/1-copy-4.jpg" data-mid="228864185" border="0"  src="https://freight.cargo.site/w/1000/i/bf86ffbc6b1ffdbad063315ad1d471a3cf19a82ba1391328c1a66f5f1c93f40a/1-copy-4.jpg" /&#62;
Design precedents


	&#60;img width="6434" height="4676" width_o="6434" height_o="4676" data-src="https://freight.cargo.site/t/original/i/4d47799274df7f42ba2bb87f1a605ebf236f89bbe9d7238f537d59bfee685715/Artboard-4-copy-7.png" data-mid="228664768" border="0"  src="https://freight.cargo.site/w/1000/i/4d47799274df7f42ba2bb87f1a605ebf236f89bbe9d7238f537d59bfee685715/Artboard-4-copy-7.png" /&#62;

Iterations were a crucial part of the process of creating the value illustrations because we had to ensure that we had gone down every possible avenue of interpreting the brand values. As abstract concepts, these values had to be understood and recognized and for people to feel connected enough to stand behind them and wear them like a badge of pride and honour.

&#60;img width="5834" height="2501" width_o="5834" height_o="2501" data-src="https://freight.cargo.site/t/original/i/b197b54a59a2ff821dfccd3242b6d8ae0838eb0a2a5e1547710c1c9d27de9ca3/Artboard-32.jpg" data-mid="228664769" border="0"  src="https://freight.cargo.site/w/1000/i/b197b54a59a2ff821dfccd3242b6d8ae0838eb0a2a5e1547710c1c9d27de9ca3/Artboard-32.jpg" /&#62;
Final iterations


	The Values


	Kindness that unlocks creativity and success
Early on, we knew that kindness could be represented by forming a heart with geometric shapes within the portal. Using diagonal lines intersecting and semicircles, we created a symmetrical and welcoming icon for kindness. We rounded out the system by illustrating icons for each of the pillars of this value, which you can see in the posters below. &#38;nbsp;

&#60;img width="5646" height="3584" width_o="5646" height_o="3584" data-src="https://freight.cargo.site/t/original/i/4a01b64493cac2ec7ff0a7f6a2fe8c10db4d2ad5b06700e74f2be540cbd2e545/Artboard-13-copy-2.png" data-mid="228659621" border="0"  src="https://freight.cargo.site/w/1000/i/4a01b64493cac2ec7ff0a7f6a2fe8c10db4d2ad5b06700e74f2be540cbd2e545/Artboard-13-copy-2.png" /&#62;


	Adaptability to lead and grow with our communities
Adaptability was all about growth, personal, professional and within teams. We illustrated a figure with larger than life ambitions which are represented by the shapes surrounding them. Growing and adapting into new situations and relationships can sometimes feel a lot like shapeshifting, which our figure illustrates. 
&#60;img width="5647" height="3584" width_o="5647" height_o="3584" data-src="https://freight.cargo.site/t/original/i/db1e5799e0cedd97391bfe0ff292a3f2dfe03d7832c166e4d1a8c4fc3d753b2e/Artboard-13-copy-5.jpg" data-mid="228660056" border="0"  src="https://freight.cargo.site/w/1000/i/db1e5799e0cedd97391bfe0ff292a3f2dfe03d7832c166e4d1a8c4fc3d753b2e/Artboard-13-copy-5.jpg" /&#62;


	Fearless Optimism with the courage to think big

Fearless Optimism was inspired by Haven’s world of video games. When thinking of fearlessness, summiting a mountain came to mind. This illustration peeks into the world of someone attempting greatness and reaching beyond what they think they’re capable of. Being courageous, optimistic and fearless leads to embracing unknown and uncharted territories.


&#60;img width="5646" height="3584" width_o="5646" height_o="3584" data-src="https://freight.cargo.site/t/original/i/a2f00f5c5723bddbbdb5c6f96e20df910c18faeb2596e68becf95e82a073d900/Artboard-13-copy-3.jpg" data-mid="228660848" border="0"  src="https://freight.cargo.site/w/1000/i/a2f00f5c5723bddbbdb5c6f96e20df910c18faeb2596e68becf95e82a073d900/Artboard-13-copy-3.jpg" /&#62;


	Excellence in our people product &#38;amp; process
A medal felt like a perfect way to represent excellence for Haven, celebrating wins, embracing the process and striving for excellence in people, product and process. Along with the colour choice of a celebratory yellow-orange palette, Haven sets the gold standard for their team and sets a high standard for generations to come.


&#60;img width="5647" height="3584" width_o="5647" height_o="3584" data-src="https://freight.cargo.site/t/original/i/e54dd83603759d70f969352437c336f53ecb41557e8f5108b2f807d958d4a148/Artboard-13-copy-4.jpg" data-mid="228660277" border="0"  src="https://freight.cargo.site/w/1000/i/e54dd83603759d70f969352437c336f53ecb41557e8f5108b2f807d958d4a148/Artboard-13-copy-4.jpg" /&#62;


	All Together

	
	To launch during Haven’s 2024 annual assembly, we rolled out designs for pins, stickers, posters, pens, notebooks, photo backdrops and props.


&#60;img width="5646" height="3585" width_o="5646" height_o="3585" data-src="https://freight.cargo.site/t/original/i/8e0062a3c870ba42abf7826a55eec89dce7c556a2664ad9aaf33bb482a57169f/Artboard-13-copy-6.png" data-mid="228658160" border="0"  src="https://freight.cargo.site/w/1000/i/8e0062a3c870ba42abf7826a55eec89dce7c556a2664ad9aaf33bb482a57169f/Artboard-13-copy-6.png" /&#62;

&#60;img width="4000" height="3000" width_o="4000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/ebd2f60223240edb06a8bcbed50e8f118297beaf6c078b78090a4269b626c63f/Blue_Poster.jpg" data-mid="228640740" border="0"  src="https://freight.cargo.site/w/1000/i/ebd2f60223240edb06a8bcbed50e8f118297beaf6c078b78090a4269b626c63f/Blue_Poster.jpg" /&#62;
&#60;img width="4000" height="3000" width_o="4000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/fce231d3f70765053060a01dc011a0e6ba2357cb4bef0ac022902d0df3f1f608/Purple_Poster.jpg" data-mid="228640743" border="0"  src="https://freight.cargo.site/w/1000/i/fce231d3f70765053060a01dc011a0e6ba2357cb4bef0ac022902d0df3f1f608/Purple_Poster.jpg" /&#62;
&#60;img width="4000" height="3000" width_o="4000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/0a2898d77baf35f2f91a3979b43d3310d8c26cca8ab26d270307bc698139a4c3/Green_Poster.jpg" data-mid="228640741" border="0"  src="https://freight.cargo.site/w/1000/i/0a2898d77baf35f2f91a3979b43d3310d8c26cca8ab26d270307bc698139a4c3/Green_Poster.jpg" /&#62;
&#60;img width="4000" height="3000" width_o="4000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/d27de6d47aa20f34b58e06fdf2b0653630ee734bd853ce289def35b9b8ed7376/Orange_Poster.jpg" data-mid="228640742" border="0"  src="https://freight.cargo.site/w/1000/i/d27de6d47aa20f34b58e06fdf2b0653630ee734bd853ce289def35b9b8ed7376/Orange_Poster.jpg" /&#62;


&#60;img width="3528" height="3528" width_o="3528" height_o="3528" data-src="https://freight.cargo.site/t/original/i/55b4ed85a6677fe033a532fdc54c90ab70e4090837899a2c95a3fbddad648cb0/Notebook2.jpg" data-mid="228640848" border="0"  src="https://freight.cargo.site/w/1000/i/55b4ed85a6677fe033a532fdc54c90ab70e4090837899a2c95a3fbddad648cb0/Notebook2.jpg" /&#62;
&#60;img width="366" height="366" width_o="366" height_o="366" data-src="https://freight.cargo.site/t/original/i/f3904e0a4469dc4b43eceaf1db5530090f72564a5d9a76d861a636ab6d2836fe/Notebook.gif" data-mid="228640912" border="0"  src="https://freight.cargo.site/w/366/i/f3904e0a4469dc4b43eceaf1db5530090f72564a5d9a76d861a636ab6d2836fe/Notebook.gif" /&#62;
&#60;img width="2660" height="2661" width_o="2660" height_o="2661" data-src="https://freight.cargo.site/t/original/i/23bebb24352f455498c258bf30f405927d99594e1e92c7c76d5e826183b969df/Notebook.jpg" data-mid="228640847" border="0"  src="https://freight.cargo.site/w/1000/i/23bebb24352f455498c258bf30f405927d99594e1e92c7c76d5e826183b969df/Notebook.jpg" /&#62;


	Next Project ︎︎︎


</description>
		
	</item>
		
		
	<item>
		<title>I am land</title>
				
		<link>https://ceciliasalcedo.com/I-am-land</link>

		<pubDate>Wed, 03 Jul 2024 05:32:21 +0000</pubDate>

		<dc:creator>Cecilia Salcedo</dc:creator>

		<guid isPermaLink="true">https://ceciliasalcedo.com/I-am-land</guid>

		<description>


Case StudyI am land
A simple and versatile exhibition visual identity 
that forms pathways to storytelling.


&#60;img width="1973" height="1110" width_o="1973" height_o="1110" data-src="https://freight.cargo.site/t/original/i/6c71f25f1fefbd01177300841eeccf2c467b26bd4ded198f0de55af0ae807bce/_HAF9892A-copy-2.jpg" data-mid="228657230" border="0"  src="https://freight.cargo.site/w/1000/i/6c71f25f1fefbd01177300841eeccf2c467b26bd4ded198f0de55af0ae807bce/_HAF9892A-copy-2.jpg" /&#62;
&#60;img width="5311" height="2987" width_o="5311" height_o="2987" data-src="https://freight.cargo.site/t/original/i/027ae63a5a2acfd1aec91992ee5cc7787c08da8dcd1a7d4e358c210586e435fc/Untitled-13-copy.jpg" data-mid="228657235" border="0"  src="https://freight.cargo.site/w/1000/i/027ae63a5a2acfd1aec91992ee5cc7787c08da8dcd1a7d4e358c210586e435fc/Untitled-13-copy.jpg" /&#62;
&#60;img width="4887" height="2749" width_o="4887" height_o="2749" data-src="https://freight.cargo.site/t/original/i/e98f37e25f190bd6446fc8aec79758c89d528607a30ec976861e917a25d489aa/_HAF9892A-copy.jpg" data-mid="228657231" border="0"  src="https://freight.cargo.site/w/1000/i/e98f37e25f190bd6446fc8aec79758c89d528607a30ec976861e917a25d489aa/_HAF9892A-copy.jpg" /&#62;
&#60;img width="1933" height="1088" width_o="1933" height_o="1088" data-src="https://freight.cargo.site/t/original/i/c54dd5d4c77f521b5543c6b1f95d0587a1d10552a2fb0dc0e7fb06ff6d77ddbb/Waard-Ward-in-collaboration-with-Nicolas-Fleming-and-Darren-Rigo--Flowers-for-Majd-Kaleel--Flowers-for-Anesian-Issa-2021.jpg" data-mid="228657236" border="0"  src="https://freight.cargo.site/w/1000/i/c54dd5d4c77f521b5543c6b1f95d0587a1d10552a2fb0dc0e7fb06ff6d77ddbb/Waard-Ward-in-collaboration-with-Nicolas-Fleming-and-Darren-Rigo--Flowers-for-Majd-Kaleel--Flowers-for-Anesian-Issa-2021.jpg" /&#62;
&#60;img width="3736" height="2102" width_o="3736" height_o="2102" data-src="https://freight.cargo.site/t/original/i/f9adc156741e8305bb33f067e62db06981d4899efe9140db4598be5a3f4ed9fc/ArtworxTO-UnionStationHubOpening-164.jpg" data-mid="228657233" border="0"  src="https://freight.cargo.site/w/1000/i/f9adc156741e8305bb33f067e62db06981d4899efe9140db4598be5a3f4ed9fc/ArtworxTO-UnionStationHubOpening-164.jpg" /&#62;

Photography: Toni Hafkenscheid for ArtworxTO
About the project

	I am land is a three-part exhibition series that explores the role of the artist as a chronicler, curated by Maya Wilson-Sanchez for ArtworxTO and the City of Toronto’s Year of Public Art from 2021 to 2022. &#38;nbsp;
The work was exhibited at Union Station’s Oak Room and was seen by thousands of commuters, travellers and locals on their way to and from the UP Express.


Services - Visual Identity, Creative Direction, Print Production, Digital Production

Client - ArtworxTO, City of Toronto


	&#60;img width="1920" height="1281" width_o="1920" height_o="1281" data-src="https://freight.cargo.site/t/original/i/0167e7ed13bb0518906a8af7a8c2f4f0ad6e94176f7bc1e027e4664a0e6e0e96/459746_59f0eb6ba2f36f21671a8feae7ae46b9.jpg" data-mid="228579771" border="0"  src="https://freight.cargo.site/w/1000/i/0167e7ed13bb0518906a8af7a8c2f4f0ad6e94176f7bc1e027e4664a0e6e0e96/459746_59f0eb6ba2f36f21671a8feae7ae46b9.jpg" /&#62;Photography: Toni Hafkenscheid for ArtworxTO


	The Brief

	
	Working closely with the client’s curatorial statement, “Many artists have a deep interest in representing the past, exploring the present, and imagining the future. [...] celebrating how individuals and communities have the power to create their own histories,” &#38;nbsp;the task was to create a visual identity and subsequent assets for the I am land exhibition. From the start, it was clear that graphic elements, typography and colour would play a role in setting a strong foundation for the artwork exhibited.
The project involved a discovery phase, concepts and feedback phase and a final brand guideline phase. With the completed brand in hand, I developed four large scale info panels, artwork didactic panels (25 total), and marketing material for print magazines, social media and digital platforms.


	&#60;img width="4000" height="3000" width_o="4000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/c9a1a2eb42ba5488dff31a6949d7c8d8e6fe3841dcb0ad8d8a5a0bb56dd2976b/I-am-land---CMag---Mockup.jpg" data-mid="228530245" border="0"  src="https://freight.cargo.site/w/1000/i/c9a1a2eb42ba5488dff31a6949d7c8d8e6fe3841dcb0ad8d8a5a0bb56dd2976b/I-am-land---CMag---Mockup.jpg" /&#62;
CMag Print Ad


	Discovery &#38;amp; Research

	
	The creative process started with a discovery and research phase through a series of formal and informal communications with the client. Through meaningful discovery calls, visual anatomy exercises and questionnaires, I got the best representation of what the project needed and what the client’s goals were.&#38;nbsp;


&#60;img width="8643" height="3042" width_o="8643" height_o="3042" data-src="https://freight.cargo.site/t/original/i/57b1faa9a55c87245675231b76e985ded2c2a3af0a9fa1e33e9909659a79ba75/1-copy.png" data-mid="228579338" border="0"  src="https://freight.cargo.site/w/1000/i/57b1faa9a55c87245675231b76e985ded2c2a3af0a9fa1e33e9909659a79ba75/1-copy.png" /&#62;
The discovery form questions helped the client to communicate their needs. The answers and following discussions helped to paint a picture of the goals and targets of the project.


&#60;img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/ae2adb502ec5bf20b549ddd8d2c989b19cdcfd5710dfe493dd9d7a7c9ddefe8a/1.png" data-mid="228579339" border="0"  src="https://freight.cargo.site/w/1000/i/ae2adb502ec5bf20b549ddd8d2c989b19cdcfd5710dfe493dd9d7a7c9ddefe8a/1.png" /&#62;Precedent research was done to understand the tone of voice and point of view that was important to strike with the brand of this exhibition. From this exercise, the visual anatomy of the project was: bright, light, modern, spacious, geometric, sans serif, primary colours, line elements, pathways.
Check out the initial concept presentation ︎︎︎

Check out the refinements presentation&#38;nbsp;︎︎︎


	&#60;img width="8001" height="3854" width_o="8001" height_o="3854" data-src="https://freight.cargo.site/t/original/i/9dff9d8517377d71fe72785be58c5f234a60a98b541bdd904d2913bfb9dd7c44/1-copy-3.png" data-mid="228579532" border="0"  src="https://freight.cargo.site/w/1000/i/9dff9d8517377d71fe72785be58c5f234a60a98b541bdd904d2913bfb9dd7c44/1-copy-3.png" /&#62;


	The Visual Identity


	I am land was an exhibition in three parts: I am land that feels, I am land that remembers and I am land that speaks. Throughout a year of programming at Toronto’s Union Station, the artwork changed according to these three themes.&#38;nbsp;
The exhibition’s wordmark was versatile and allowed for the flexibility to have all three themes represented together (there were panels that lasted the entire year of the exhibition), while some stood on their own during their respective tenures in the space.

&#60;img width="7680" height="3924" width_o="7680" height_o="3924" data-src="https://freight.cargo.site/t/original/i/434363e4c4283b9f2798856c47fa96939b47292b5ede7bc9b95f1cd28c8ff7a5/Iamland_Wordmark.png" data-mid="228579666" border="0"  src="https://freight.cargo.site/w/1000/i/434363e4c4283b9f2798856c47fa96939b47292b5ede7bc9b95f1cd28c8ff7a5/Iamland_Wordmark.png" /&#62;

To draw a connection between past, present and future representations of diverse histories, a line element forged its way into each of the branded materials becoming the center piece of this identity. It served as a recognizeable graphic device, and it also became a tool and pathway to connect and separate information creating hierarchy within large scale environmental graphics down to social media assets.


&#60;img width="1024" height="660" width_o="1024" height_o="660" data-src="https://freight.cargo.site/t/original/i/17fe0f786f2d23b207132a2a1c54c9a22edb5b76c74125d9942672afc1b8890a/I_am_land_that_speaks_20.jpg" data-mid="228579774" border="0"  src="https://freight.cargo.site/w/1000/i/17fe0f786f2d23b207132a2a1c54c9a22edb5b76c74125d9942672afc1b8890a/I_am_land_that_speaks_20.jpg" /&#62;
&#60;img width="3185" height="5023" width_o="3185" height_o="5023" data-src="https://freight.cargo.site/t/original/i/2f5c1261e507ba56da62f11dd5b605a27832be95a888de9d1328960252fab99d/_HAF9814-copy.jpg" data-mid="228579769" border="0"  src="https://freight.cargo.site/w/1000/i/2f5c1261e507ba56da62f11dd5b605a27832be95a888de9d1328960252fab99d/_HAF9814-copy.jpg" /&#62;

Photography: Toni Hafkenscheid for ArtworxTOComplimenting the artwork and themes of the exhibition a vibrant yellow and rich blue brought life and depth to the space at Union Station’s Oak Room. Choosing primary colours was an intentional choice to create connections of familiarity, accessibility, and to draw attention to a space that is well travelled.


	&#60;img width="5045" height="3171" width_o="5045" height_o="3171" data-src="https://freight.cargo.site/t/original/i/29cbdeb523e4d2042033a6a47a87096f2cf07955542d1c83fcc372273f3dfcff/_HAF9892A-copy.jpg" data-mid="228579767" border="0"  src="https://freight.cargo.site/w/1000/i/29cbdeb523e4d2042033a6a47a87096f2cf07955542d1c83fcc372273f3dfcff/_HAF9892A-copy.jpg" /&#62;


	All Together


	I am land spanned virtual and physical spaces for Toronto’s year of public art, accompanying pieces from more than 25 artists and standing proud behind curator Maya Wilson-Sanchez’s vision.


&#60;img width="3600" height="2400" width_o="3600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/e295079f4a005f2bc66059fed625f0c4411b616ad2a4998cd96b84b50543ce7a/ArtworxTO-UnionStationHubOpening-164.jpg" data-mid="228579933" border="0"  src="https://freight.cargo.site/w/1000/i/e295079f4a005f2bc66059fed625f0c4411b616ad2a4998cd96b84b50543ce7a/ArtworxTO-UnionStationHubOpening-164.jpg" /&#62;
&#60;img width="1596" height="2817" width_o="1596" height_o="2817" data-src="https://freight.cargo.site/t/original/i/a958812eb0943c627e8394684fa0efe16b17aad0063b09c8cc7376f94da061fa/CeciliaSalcedo_Portfolio_2023-2.jpg" data-mid="214039365" border="0"  src="https://freight.cargo.site/w/1000/i/a958812eb0943c627e8394684fa0efe16b17aad0063b09c8cc7376f94da061fa/CeciliaSalcedo_Portfolio_2023-2.jpg" /&#62;
&#60;img width="2279" height="1439" width_o="2279" height_o="1439" data-src="https://freight.cargo.site/t/original/i/fdb60ef2165ad022a10198ae2baff9a023f0987dcf8b3060277cb9ceb573d1ed/Waard-Ward-in-collaboration-with-Nicolas-Fleming-and-Darren-Rigo--Flowers-for-Majd-Kaleel--Flowers-for-Anesian-Issa-2021.jpg" data-mid="228579648" border="0"  src="https://freight.cargo.site/w/1000/i/fdb60ef2165ad022a10198ae2baff9a023f0987dcf8b3060277cb9ceb573d1ed/Waard-Ward-in-collaboration-with-Nicolas-Fleming-and-Darren-Rigo--Flowers-for-Majd-Kaleel--Flowers-for-Anesian-Issa-2021.jpg" /&#62;
&#60;img width="1973" height="1464" width_o="1973" height_o="1464" data-src="https://freight.cargo.site/t/original/i/8159bc16ef2f474eae15835d6dcc204e6f68a2407aa763e609e4a825a2b8a15b/_HAF9892A-copy-2.jpg" data-mid="228579770" border="0"  src="https://freight.cargo.site/w/1000/i/8159bc16ef2f474eae15835d6dcc204e6f68a2407aa763e609e4a825a2b8a15b/_HAF9892A-copy-2.jpg" /&#62;
Photography: Toni Hafkenscheid for ArtworxTO


&#60;img width="7186" height="4265" width_o="7186" height_o="4265" data-src="https://freight.cargo.site/t/original/i/c8037fd14a4959391848714167f62ef365f4b541ed47e61cf93498e5c08d3164/Artboard-1.png" data-mid="228579340" border="0"  src="https://freight.cargo.site/w/1000/i/c8037fd14a4959391848714167f62ef365f4b541ed47e61cf93498e5c08d3164/Artboard-1.png" /&#62;
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Digital Ads through CMag, Akimbo, Social Media Assets


	“Cecilia was a pleasure to work with: she was always available to check in, and was able to manage several shifting deadlines in our project with ease. I especially appreciated Cecilia’s positive attitude and prompt replies, and always had full confidence her work would come in on time and would look amazing.”
- Jeremy Forsyth, ArtworxTO Exhibition Manager 
	

	Next Project ︎︎︎


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	<item>
		<title>Landing</title>
				
		<link>https://ceciliasalcedo.com/Landing</link>

		<pubDate>Sat, 11 Jan 2025 06:49:38 +0000</pubDate>

		<dc:creator>Cecilia Salcedo</dc:creator>

		<guid isPermaLink="true">https://ceciliasalcedo.com/Landing</guid>

		<description>Hola! I’m Ceci, a strategic creative and storyteller with a focus on social impact.
View Case Studies ︎︎︎


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