https://davidarraya.info David Arraya Portfolio Thu, 23 Apr 2026 14:26:08 +0000 https://davidarraya.info en https://davidarraya.info/MatMind Sun, 29 Mar 2026 15:23:04 +0000 David Arraya Portfolio https://davidarraya.info/MatMind MatMind&nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; MatMind is a self-initiated project that combines my passion for Brazilian Jiu-Jitsu with emerging AI-assisted design technologies. It’s a modern, premium mobile app concept that helps users log training sessions (via voice or text), identify performance patterns, and receive actionable insights to improve their grappling. The core UX goal was simplicity and speed—enabling users to log a session in under 30 seconds—paired with a clean, minimal, high-end design inspired by leading fitness and wellness apps. I focused on strong visual hierarchy, intuitive navigation, and a clutter-free experience to ensure clarity and usability. While still a concept, MatMind reflects my interest in exploring how AI can enhance product experiences and solve real-world user needs—with the potential to evolve into a fully realized product. What I did: Product Concept, UX/UI Design, AI Integration, Prototyping, Branding <img width="1809" height="998" width_o="1809" height_o="998" data-src="https://freight.cargo.site/t/original/i/2437919801d3202d2a1048976695b7a38f5d606284c9b2725e698e3adca077cd/Hero-Image-MatMind.jpg" data-mid="246644562" border="0" src="https://freight.cargo.site/w/1000/i/2437919801d3202d2a1048976695b7a38f5d606284c9b2725e698e3adca077cd/Hero-Image-MatMind.jpg" /> <img width="2015" height="1118" width_o="2015" height_o="1118" data-src="https://freight.cargo.site/t/original/i/16a8c6a8ff77d40e1748110274d9ae2ad0ddefb01107d91dd9a7bae2d11e4b48/screen01.jpg" data-mid="246653820" border="0" data-scale="89" src="https://freight.cargo.site/w/1000/i/16a8c6a8ff77d40e1748110274d9ae2ad0ddefb01107d91dd9a7bae2d11e4b48/screen01.jpg" /> <img width="2015" height="1118" width_o="2015" height_o="1118" data-src="https://freight.cargo.site/t/original/i/4450d66d7d7e60f705f47ade6b29a1692704822687565bcde7e299124fe35140/screen02.jpg" data-mid="246653823" border="0" data-scale="88" src="https://freight.cargo.site/w/1000/i/4450d66d7d7e60f705f47ade6b29a1692704822687565bcde7e299124fe35140/screen02.jpg" /> <img width="5453" height="8175" width_o="5453" height_o="8175" data-src="https://freight.cargo.site/t/original/i/79c947f62ef7a536fa7a4c159903e38e714fb6aa34c2b06a04e24311811559a6/nathan-dumlao-yERrk2cEdgY-unsplash.jpg" data-mid="246653754" border="0" src="https://freight.cargo.site/w/1000/i/79c947f62ef7a536fa7a4c159903e38e714fb6aa34c2b06a04e24311811559a6/nathan-dumlao-yERrk2cEdgY-unsplash.jpg" /> <img width="3152" height="4728" width_o="3152" height_o="4728" data-src="https://freight.cargo.site/t/original/i/80d70b68136da02af7625f1d716b0bb4ff58cc41e7517b5b84f65286e0a50fc4/jonathan-borba-Yf1SegAI84o-unsplash.jpg" data-mid="246653795" border="0" src="https://freight.cargo.site/w/1000/i/80d70b68136da02af7625f1d716b0bb4ff58cc41e7517b5b84f65286e0a50fc4/jonathan-borba-Yf1SegAI84o-unsplash.jpg" /> <img width="5479" height="3715" width_o="5479" height_o="3715" data-src="https://freight.cargo.site/t/original/i/0a7706636d53cee795a89e005d72661bfa3ea59dceea054841e35091ccde7b12/pachamama-cbd-VirTZG69YcU-unsplash.jpg" data-mid="246653758" border="0" src="https://freight.cargo.site/w/1000/i/0a7706636d53cee795a89e005d72661bfa3ea59dceea054841e35091ccde7b12/pachamama-cbd-VirTZG69YcU-unsplash.jpg" /> <img width="400" height="813" width_o="400" height_o="813" data-src="https://freight.cargo.site/t/original/i/cd15335b679cc5fb83bca0fd18ba3401238fd208109654183853d1ce41fd8e50/Screen-Recording-2026-03-29-at-9.47.40-PM.gif" data-mid="246653734" border="0" data-scale="80" src="https://freight.cargo.site/w/400/i/cd15335b679cc5fb83bca0fd18ba3401238fd208109654183853d1ce41fd8e50/Screen-Recording-2026-03-29-at-9.47.40-PM.gif" /> https://davidarraya.info/Uproad Thu, 23 Apr 2026 14:26:08 +0000 David Arraya Portfolio https://davidarraya.info/Uproad Uproad&nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Uproad is a mobile app for iOS and Android that allows drivers to pay tolls automatically via their smartphone, eliminating the need for physical transponders or cash. It offers nationwide coverage for various vehicle types, including personal and rental cars, using license plate recognition. Led art direction for Uproad, reimagining a complex tolling experience into a clear, intuitive product. Defined a cohesive visual system across mobile and marketing—balancing usability, trust, and performance to drive adoption and scale. What I did: Design Lead, Art Direction <img width="3200" height="1384" width_o="3200" height_o="1384" data-src="https://freight.cargo.site/t/original/i/5c27b885f6f18b9984cab049fdb01705932b4022025391e935c0ffbfab5f6010/uproad_1.png" data-mid="247545972" border="0" src="https://freight.cargo.site/w/1000/i/5c27b885f6f18b9984cab049fdb01705932b4022025391e935c0ffbfab5f6010/uproad_1.png" /> <img width="1500" height="1695" width_o="1500" height_o="1695" data-src="https://freight.cargo.site/t/original/i/ef027cf5c77bc5022984e9ee701e32f5c9d9b1cd62e2f14052c2c23594c6af77/uproad_3.png" data-mid="247545975" border="0" src="https://freight.cargo.site/w/1000/i/ef027cf5c77bc5022984e9ee701e32f5c9d9b1cd62e2f14052c2c23594c6af77/uproad_3.png" /> <img width="1500" height="1695" width_o="1500" height_o="1695" data-src="https://freight.cargo.site/t/original/i/04475e781d81902b47e1d2b5a0a0c4c762ec46abe826abd9430cf12f1385dfce/uproad_3-1.png" data-mid="247545974" border="0" src="https://freight.cargo.site/w/1000/i/04475e781d81902b47e1d2b5a0a0c4c762ec46abe826abd9430cf12f1385dfce/uproad_3-1.png" /> <img width="1500" height="1695" width_o="1500" height_o="1695" data-src="https://freight.cargo.site/t/original/i/371f29683bf21a007fdeeeccd992bf83372a5d390d2dd2b8c6d0574f1ccf60ad/uproad_5.png" data-mid="247545976" border="0" src="https://freight.cargo.site/w/1000/i/371f29683bf21a007fdeeeccd992bf83372a5d390d2dd2b8c6d0574f1ccf60ad/uproad_5.png" /> <img width="2500" height="1753" width_o="2500" height_o="1753" data-src="https://freight.cargo.site/t/original/i/04701634f9a8e82ce8ca53be8b8aea154ac3c69786dff240c3ecea20e5a77430/BLJ.Wheatpaste.png" data-mid="247545982" border="0" src="https://freight.cargo.site/w/1000/i/04701634f9a8e82ce8ca53be8b8aea154ac3c69786dff240c3ecea20e5a77430/BLJ.Wheatpaste.png" /><img width="3500" height="2333" width_o="3500" height_o="2333" data-src="https://freight.cargo.site/t/original/i/3b8869e40ab65575e071c2bc6409cd15b2a39fe53292bbbc71a87f09ba8c487e/BLJ.OOH.png" data-mid="247545987" border="0" src="https://freight.cargo.site/w/1000/i/3b8869e40ab65575e071c2bc6409cd15b2a39fe53292bbbc71a87f09ba8c487e/BLJ.OOH.png" /> <img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/50c494dd914c9d118e9ddf62637a390d6e848f489c8636428c7d1177e449efcc/uproad_01.jpg" data-mid="247545999" border="0" src="https://freight.cargo.site/w/1000/i/50c494dd914c9d118e9ddf62637a390d6e848f489c8636428c7d1177e449efcc/uproad_01.jpg" /> <img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/93532123eee025a15f50a387831feb48cc847755104540854f5e58826aac37a2/uproad_02.jpg" data-mid="247546000" border="0" src="https://freight.cargo.site/w/1000/i/93532123eee025a15f50a387831feb48cc847755104540854f5e58826aac37a2/uproad_02.jpg" /> With mobile as the primary focus, we translated essential desktop functionality into a more streamlined experience. Navigation was repositioned for thumb reach, and gesture-based interactions helped reduce friction and unnecessary scroll. <img width="1500" height="2250" width_o="1500" height_o="2250" data-src="https://freight.cargo.site/t/original/i/052c396482bdd1e8d2787d46c58602f130da114bbbcbe202bba52fb236372b35/uproad_10.jpg" data-mid="247546153" border="0" src="https://freight.cargo.site/w/1000/i/052c396482bdd1e8d2787d46c58602f130da114bbbcbe202bba52fb236372b35/uproad_10.jpg" /> <img width="1600" height="2400" width_o="1600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/b540734f7295cdf175520f57751cb14deb2f6875e7d53af7f9e96c21992d82db/uproad_06.jpg" data-mid="247537644" border="0" src="https://freight.cargo.site/w/1000/i/b540734f7295cdf175520f57751cb14deb2f6875e7d53af7f9e96c21992d82db/uproad_06.jpg" /> <img width="1600" height="2400" width_o="1600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/6609642afb65fc1e11e30d1491a0a8238b8d1b84b97c080f1d9beab33f56d552/uproad_08.jpg" data-mid="247537646" border="0" src="https://freight.cargo.site/w/1000/i/6609642afb65fc1e11e30d1491a0a8238b8d1b84b97c080f1d9beab33f56d552/uproad_08.jpg" /> <img width="1600" height="2400" width_o="1600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/eae8a49673b7ca6a7e9685d61fb6959e79ab1ad46fa476c14008da9823bd729c/uproad_07.jpg" data-mid="247537645" border="0" src="https://freight.cargo.site/w/1000/i/eae8a49673b7ca6a7e9685d61fb6959e79ab1ad46fa476c14008da9823bd729c/uproad_07.jpg" /> <img width="1600" height="2400" width_o="1600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/f82b1efc743f70a8554371fd6f9cdcf58fa159a96656e9c671c217a090820ab0/uproad_09.jpg" data-mid="247537647" border="0" src="https://freight.cargo.site/w/1000/i/f82b1efc743f70a8554371fd6f9cdcf58fa159a96656e9c671c217a090820ab0/uproad_09.jpg" /> Motion is core to the brand, so we built it into everything. From micro-interactions to sweeping transitions—using animation to guide, inform, and elevate the experience. https://davidarraya.info/IDILIK Fri, 01 Dec 2023 17:22:55 +0000 David Arraya Portfolio https://davidarraya.info/IDILIK IDILIK&nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; IDILIK is a Miami female-founded hair salon that’s revolutionizing the industry. I worked closely with the IDILIK team to craft a brand experience that celebrates IDILIK’s unique staying power, landing on the concept of personal uniqueness and evolution. The result is a brand that celebrates the human capacity for change with a defiant tone and empowering feel. What I did: Branding, Graphic Design, Packaging Design, Web Design, Motion Graphics. <img width="3400" height="1943" width_o="3400" height_o="1943" data-src="https://freight.cargo.site/t/original/i/aa77e63afbc3cb64fca531722ce6f0a341ec9f35da54cfafed9912257007a0ce/IDILIK-Hero.jpg" data-mid="198414608" border="0" src="https://freight.cargo.site/w/1000/i/aa77e63afbc3cb64fca531722ce6f0a341ec9f35da54cfafed9912257007a0ce/IDILIK-Hero.jpg" /> <img width="1320" height="1754" width_o="1320" height_o="1754" data-src="https://freight.cargo.site/t/original/i/6a63caf3ebda063c57beafed5e61bb5c8e8d327958ec08f8d0fc39c19c2b222b/IDILIK-totebag-portfolio.jpg" data-mid="198417326" border="0" src="https://freight.cargo.site/w/1000/i/6a63caf3ebda063c57beafed5e61bb5c8e8d327958ec08f8d0fc39c19c2b222b/IDILIK-totebag-portfolio.jpg" /> <img width="1320" height="1754" width_o="1320" height_o="1754" data-src="https://freight.cargo.site/t/original/i/6f31aabee27435641ae2e386291db45092e8e14b5c1f418bbb15934612e5d8c2/IDILIK-soap-portfolio.jpg" data-mid="198416768" border="0" src="https://freight.cargo.site/w/1000/i/6f31aabee27435641ae2e386291db45092e8e14b5c1f418bbb15934612e5d8c2/IDILIK-soap-portfolio.jpg" /> <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/f2ed8661c7deab747630e853eda4da4cf76c24d67484b5c3d23e6910f5bbf57f/bus-shelter-portfolio.jpg" data-mid="198452933" border="0" src="https://freight.cargo.site/w/1000/i/f2ed8661c7deab747630e853eda4da4cf76c24d67484b5c3d23e6910f5bbf57f/bus-shelter-portfolio.jpg" /> <img width="2800" height="1950" width_o="2800" height_o="1950" data-src="https://freight.cargo.site/t/original/i/c30c73f33cdafdae7cb9d1d58e88d56aa6ab7ae1424499ee16ef8a07c11c46ae/web-montage.jpg" data-mid="198783910" border="0" src="https://freight.cargo.site/w/1000/i/c30c73f33cdafdae7cb9d1d58e88d56aa6ab7ae1424499ee16ef8a07c11c46ae/web-montage.jpg" /> We designed the site to reflect a refined, fresh brand and designed an optimal shopping experience with a new structure, including categorization and enhanced browsing, product detail, and branded content. We then improved the site management to include sophisticated merchandising and flexibility. <img width="1920" height="1125" width_o="1920" height_o="1125" data-src="https://freight.cargo.site/t/original/i/ea62aa86c0a0a749512bb971f6df72d4d1a18939ebea2b04f5247ceba0baa3a2/Idilik-Desktop-1.jpg" data-mid="200362692" border="0" src="https://freight.cargo.site/w/1000/i/ea62aa86c0a0a749512bb971f6df72d4d1a18939ebea2b04f5247ceba0baa3a2/Idilik-Desktop-1.jpg" /> <img width="1920" height="1125" width_o="1920" height_o="1125" data-src="https://freight.cargo.site/t/original/i/f7eb3fc49dd0c78a204565789749d0cadedb26031dc913050507c97711e4b0d9/Idilik-Mobile-1.jpg" data-mid="200362693" border="0" src="https://freight.cargo.site/w/1000/i/f7eb3fc49dd0c78a204565789749d0cadedb26031dc913050507c97711e4b0d9/Idilik-Mobile-1.jpg" /> <img width="1280" height="720" width_o="1280" height_o="720" data-src="https://freight.cargo.site/t/original/i/54c84d759f56ccc394b89ddde03b2fbb8103d6ff41c81ec5d1d3402f50af1d49/IDILIK-IG-Profile---Post-02.jpg" data-mid="201468960" border="0" src="https://freight.cargo.site/w/1000/i/54c84d759f56ccc394b89ddde03b2fbb8103d6ff41c81ec5d1d3402f50af1d49/IDILIK-IG-Profile---Post-02.jpg" /> https://davidarraya.info/Dedicated Fri, 27 Mar 2026 01:54:52 +0000 David Arraya Portfolio https://davidarraya.info/Dedicated Dedicated&nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; We collaborated with an external agency on a proposed rebrand for ChenMed, exploring the concept of “Dedicated” to create a more modern, patient-centered experience for a senior audience. Our work translated strategic direction into cohesive visual concepts and scalable design systems across all touchpoints, including a series of videos produced for TV and social media. Partnering closely with cross-functional teams, we ensured alignment between stakeholder vision and execution. While the rebrand was ultimately not implemented, the process refined brand positioning, strengthened internal alignment, and laid the groundwork for future creative direction. What I did: Art Direction, Multi-Channel Campaigns, Collaboration &amp; Execution <img width="700" height="467" width_o="700" height_o="467" data-src="https://freight.cargo.site/t/original/i/be087540f48ff41117b8f86deb2e29eb8671d583e3919593ad85a14318564c3b/2024_05_31_Dedicated_Chicago-5912.jpg" data-mid="246574795" border="0" src="https://freight.cargo.site/w/700/i/be087540f48ff41117b8f86deb2e29eb8671d583e3919593ad85a14318564c3b/2024_05_31_Dedicated_Chicago-5912.jpg" /> <img width="467" height="700" width_o="467" height_o="700" data-src="https://freight.cargo.site/t/original/i/6659413fbd113a89b3b3b2421eff16edeb750cc04fe1281591350270c525fbc0/20214_06_02_Dedicated_Chicago-9056.jpg" data-mid="246577800" border="0" src="https://freight.cargo.site/w/467/i/6659413fbd113a89b3b3b2421eff16edeb750cc04fe1281591350270c525fbc0/20214_06_02_Dedicated_Chicago-9056.jpg" /> <img width="700" height="467" width_o="700" height_o="467" data-src="https://freight.cargo.site/t/original/i/04832b01944a380caa85547f593eaacab9efbf22d1afd696870cffb08984e2d7/20214_06_02_Dedicated_Chicago-8259.jpg" data-mid="246574807" border="0" src="https://freight.cargo.site/w/700/i/04832b01944a380caa85547f593eaacab9efbf22d1afd696870cffb08984e2d7/20214_06_02_Dedicated_Chicago-8259.jpg" /> <img width="700" height="467" width_o="700" height_o="467" data-src="https://freight.cargo.site/t/original/i/5b63888dc72f2f8da898e9ff6f193de23b83a5ee75a90bfbe1a5609ac2f66243/20214_06_02_Dedicated_Chicago-9009.jpg" data-mid="246577826" border="0" src="https://freight.cargo.site/w/700/i/5b63888dc72f2f8da898e9ff6f193de23b83a5ee75a90bfbe1a5609ac2f66243/20214_06_02_Dedicated_Chicago-9009.jpg" /> <img width="467" height="700" width_o="467" height_o="700" data-src="https://freight.cargo.site/t/original/i/8b5eec9aca07f7604e9578b726e765473924948a919e13b8dbc94d85b151ce4c/2024_05_31_Dedicated_Chicago-6788.jpg" data-mid="246577848" border="0" src="https://freight.cargo.site/w/467/i/8b5eec9aca07f7604e9578b726e765473924948a919e13b8dbc94d85b151ce4c/2024_05_31_Dedicated_Chicago-6788.jpg" /> <img width="700" height="467" width_o="700" height_o="467" data-src="https://freight.cargo.site/t/original/i/36275a309b32856ba56dfd9e79682db97108efce8c43cf5d18870af2ba2583ad/2024_05_31_Dedicated_Chicago-6478-Edit.jpg" data-mid="246723889" border="0" src="https://freight.cargo.site/w/700/i/36275a309b32856ba56dfd9e79682db97108efce8c43cf5d18870af2ba2583ad/2024_05_31_Dedicated_Chicago-6478-Edit.jpg" /> <img width="700" height="467" width_o="700" height_o="467" data-src="https://freight.cargo.site/t/original/i/8fb70f1afdf12cb1d507622dacb3e5603ce6c41d2587809f0dd980e5f25ac76d/2024_05_31_Dedicated_Chicago-6860.jpg" data-mid="246723892" border="0" src="https://freight.cargo.site/w/700/i/8fb70f1afdf12cb1d507622dacb3e5603ce6c41d2587809f0dd980e5f25ac76d/2024_05_31_Dedicated_Chicago-6860.jpg" /> <img width="467" height="700" width_o="467" height_o="700" data-src="https://freight.cargo.site/t/original/i/06a8d36c4e280ec71c871e25bb97cd60bff37da348b9795491f4733900b59169/20214_06_02_Dedicated_Chicago-8577.jpg" data-mid="246723900" border="0" src="https://freight.cargo.site/w/467/i/06a8d36c4e280ec71c871e25bb97cd60bff37da348b9795491f4733900b59169/20214_06_02_Dedicated_Chicago-8577.jpg" /> <img width="467" height="700" width_o="467" height_o="700" data-src="https://freight.cargo.site/t/original/i/41d9adec8005789ae533a223bf4df7a5da6bc5fc9d7ee38207aaa249cd4d5a54/20214_06_02_Dedicated_Chicago-8270.jpg" data-mid="246723907" border="0" src="https://freight.cargo.site/w/467/i/41d9adec8005789ae533a223bf4df7a5da6bc5fc9d7ee38207aaa249cd4d5a54/20214_06_02_Dedicated_Chicago-8270.jpg" /> https://davidarraya.info/ChenMed Sat, 05 Aug 2023 15:29:03 +0000 David Arraya Portfolio https://davidarraya.info/ChenMed ChenMed &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; As part of the ChenMed Creative Services Team, my role is to create visually engaging and informative content for various digital platforms. This includes multimedia materials such as graphics, videos, animations, and interactive elements, to support marketing campaigns, educational materials and communication initiatives. I’m also involved with UI/UX design for the company’s applications and websites, ensuring a seamless and user-friendly experience for patients and healthcare professionals. What I did: Web Design, Motion Graphics, Branding, Graphic Design, Packaging Design Insight360 is a beloved service, an industry shaper, forever changing our views on world-class VIP service and universally raising the bar for quality expectations across deeper patient insights and actionability.The core function of a logo is to be distinctive and the solution was to create a symbol that stemmed from the idea of choosing exactly what image we needed. The solution is one that references listening, understanding and acting across every member’s journey and the evolving vision for our patient’s experience. <img width="1704" height="2128" width_o="1704" height_o="2128" data-src="https://freight.cargo.site/t/original/i/a157bb22b5878a7166bd2e0edce16ea1f7bcedd45553de29d595e65b165510dd/Screen-Shot-2023-08-05-at-1.55.05-PM.png" data-mid="187118847" border="0" src="https://freight.cargo.site/w/1000/i/a157bb22b5878a7166bd2e0edce16ea1f7bcedd45553de29d595e65b165510dd/Screen-Shot-2023-08-05-at-1.55.05-PM.png" /> During the Colon Cancer Awareness month, we developed several videos that helped promote and save seniors lives. This campaign encouraged seniors to undergo regular screenings and check-ups for early colon cancer detection. Our goal was to significantly improve the chances of succesful treatment and survival. In addition we developed a series of social-first video assets for ChenMed focused on increasing awareness around preventative care, specifically colon cancer screening. The work aimed to translate complex medical information into clear, accessible content designed for mobile and short-form consumption.The project resulted in a flexible set of assets that could be deployed across social platforms, helping make preventative care messaging more approachable and easier to engage with in fast-moving digital environments. With the Fellowship in Transformative Care - Physician Recruitment Video our goal was to attract qualified and passionate medical professionals to join ChenMed.Through engaging visuals, authentic narrative and compelling storytelling, the video aims to showcase the unique aspects of the workplace, the culture, and the opportunities that are available.The video seeks to inspire potential physicians to consider the institution as an ideal place to contribute their skills, make a meaningful impact, and become a valued part of the healthcare community. https://davidarraya.info/Puma Sun, 22 Nov 2020 02:03:27 +0000 David Arraya Portfolio https://davidarraya.info/Puma Puma by Shoes for Crews &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; As part of the Puma Airtwist by Shoes for Crews branding, I was commissioned to create a visual universe for the Puma Airtwist Low-Composite Toe — a special athletic shoe that features the Shoes For Crews slip-resistant&nbsp; outsole, breathable upper, and an EVERCUSHION® Custom Fit footbed. This shoe is designed for a high level of comfort and moisture control that withstands any climate. The scope included sketches and art direction in reference to the Arctic Circle. What I did: Concept, Branding, Art Direction, Graphic DesignApproach &amp; Strategy: Rather than simply create asset variations, I defined a scalable visual ecosystem inspired by the Arctic Circle concept — a metaphor for durability, climate resilience, and elemental simplicity. This gave the campaign a unifying theme that could be deployed consistently across sizes, locations, and touchpoints. I led art direction, established guidelines, and ensured the look could flex while staying cohesive. <img width="3200" height="2334" width_o="3200" height_o="2334" data-src="https://freight.cargo.site/t/original/i/af3ea70e97ea4b94d8877f328f2d9b42665cfff5976918309747903574bd4690/puma-thumbnail.gif" data-mid="147258780" border="0" src="https://freight.cargo.site/w/1000/i/af3ea70e97ea4b94d8877f328f2d9b42665cfff5976918309747903574bd4690/puma-thumbnail.gif" /><img width="3864" height="3140" width_o="3864" height_o="3140" data-src="https://freight.cargo.site/t/original/i/d0888464e25850711c9da00cb15e90384828b98b71e7260bd0a3264ab5c06271/Puma-IMac-Mockup.png" data-mid="147327678" border="0" src="https://freight.cargo.site/w/1000/i/d0888464e25850711c9da00cb15e90384828b98b71e7260bd0a3264ab5c06271/Puma-IMac-Mockup.png" /> Consistency in all sizes and locations was imperative for the new “Arctic Circle” visual universe. By adhering to a set of guidelines I designed different versions that scale seamlessly and can be used throughout the customer’s touch points. <img width="5556" height="3612" width_o="5556" height_o="3612" data-src="https://freight.cargo.site/t/original/i/8f2cf8eeeb196ecd21bd0af74613724ea39afceddd019c02f91cb4f9401948f0/iPhone-Mockup-Both.jpg" data-mid="147473738" border="0" src="https://freight.cargo.site/w/1000/i/8f2cf8eeeb196ecd21bd0af74613724ea39afceddd019c02f91cb4f9401948f0/iPhone-Mockup-Both.jpg" /> https://davidarraya.info/Motorcycle-Powder-Coating-Express Wed, 06 Jul 2022 18:05:05 +0000 David Arraya Portfolio https://davidarraya.info/Motorcycle-Powder-Coating-Express Motorcycle Powder Coating Express &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Nationwide state-of-the-art powder coating services for all motorcycle needs. Trust your beloved bike parts to professionals with over 20 years of experience to look after you. The brief: To help Motorcycle Powder Coating Services bring clarity to its original vision. To develop a strategy, visual identity, voice, and tone. To transform a rough idea and a rudimentary process into both a fresh brand and useful service.What I did: Brand Strategy, Brand Identity, Art Direction, Web Design and Photography <img width="3200" height="2334" width_o="3200" height_o="2334" data-src="https://freight.cargo.site/t/original/i/e28d4b810269bf2407fb5bec25877b1427d88408aaa9d9370949be6a5be84b0e/motorcycle-resize.gif" data-mid="147242963" border="0" src="https://freight.cargo.site/w/1000/i/e28d4b810269bf2407fb5bec25877b1427d88408aaa9d9370949be6a5be84b0e/motorcycle-resize.gif" /> Motorcycle Powder Coating Express provides a sophisticated and comfortable powder coating service. With its classic “biker” driven logo, simple monochrome colors, and bold cursive typefaces, the brand pays tribute to what makes its culture unique <img width="3002" height="2190" width_o="3002" height_o="2190" data-src="https://freight.cargo.site/t/original/i/ab135a44ee5d2619f42bad3ad2a0706991d8068e9c63753af1ec55563458b85f/mpce.jpg" data-mid="147242961" border="0" src="https://freight.cargo.site/w/1000/i/ab135a44ee5d2619f42bad3ad2a0706991d8068e9c63753af1ec55563458b85f/mpce.jpg" /> The main challenge designing Motorcycle Powder Coating Express’ website was bringing the new brand to life while keeping its attitude and eccentricities intact. I accomplished this by balancing style with both a sleek and efficient user experience, resulting in a trustworthy mail-in process for consumers. <img width="5000" height="3750" width_o="5000" height_o="3750" data-src="https://freight.cargo.site/t/original/i/0a417d17a55fac5c83fea11a32d526488ccfd5a6f18bd25bd0da30cb8fedfdad/MPCEX.gif" data-mid="147242960" border="0" src="https://freight.cargo.site/w/1000/i/0a417d17a55fac5c83fea11a32d526488ccfd5a6f18bd25bd0da30cb8fedfdad/MPCEX.gif" /> Another challenge was creating a website that felt seamless and intuitive for the user. It was imperative for the website to translate across different platforms without losing its intent. <img width="3002" height="2190" width_o="3002" height_o="2190" data-src="https://freight.cargo.site/t/original/i/19c748ca19541ee87b40141845d673cf3a888f25548299ff2ae14adc4fa636a0/powder-coating-iphones.jpg" data-mid="147242962" border="0" src="https://freight.cargo.site/w/1000/i/19c748ca19541ee87b40141845d673cf3a888f25548299ff2ae14adc4fa636a0/powder-coating-iphones.jpg" /> https://davidarraya.info/Love-Fear Tue, 24 Nov 2020 21:37:14 +0000 David Arraya Portfolio https://davidarraya.info/Love-Fear Love &amp; Fear &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Love &amp; Fear is a lifestyle brand based out of Miami Beach, Florida. It is a fashion forward brand that sells its products at affordable prices, while maintaining fresh style and excellent quality.&nbsp; Love and Fear thoroughly checks the quality of their goods. They work only with reliable suppliers so their customers receive the best quality products. Their quality assurance team ensures every piece is made to perfection before packaging and sending them out to their customers. What I did: Creative Direction, Art Direction, Brand Strategy, Brand Identity, Web Design, Photography and Online Store. <img width="3500" height="2500" width_o="3500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/480368b5df6c9e5ffd9c77b93fee469ac13585247fd8ce800d01037c4999fb34/Love-Fear.jpg" data-mid="90000020" border="0" src="https://freight.cargo.site/w/1000/i/480368b5df6c9e5ffd9c77b93fee469ac13585247fd8ce800d01037c4999fb34/Love-Fear.jpg" /> <img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/23760ba56e65f09e3006ce4e0a3931d517db6a8c983ccf3a953626967270ccfe/love-fear-nuleaves.jpg" data-mid="91960783" border="0" data-scale="100" src="https://freight.cargo.site/w/750/i/23760ba56e65f09e3006ce4e0a3931d517db6a8c983ccf3a953626967270ccfe/love-fear-nuleaves.jpg" /> <img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/4c1ed5fa87b3ac85d1034a2ee6e536af68776a089e08814588172f840df6a0f4/love-fear-nusand.jpg" data-mid="91960784" border="0" data-scale="100" src="https://freight.cargo.site/w/750/i/4c1ed5fa87b3ac85d1034a2ee6e536af68776a089e08814588172f840df6a0f4/love-fear-nusand.jpg" /> <img width="3600" height="2800" width_o="3600" height_o="2800" data-src="https://freight.cargo.site/t/original/i/709973fb3be03cf03cc62b33991b9a148a76052afafecd184b1cc730ee2cffbd/Love-Fear_Home-Page.jpg" data-mid="90752462" border="0" src="https://freight.cargo.site/w/1000/i/709973fb3be03cf03cc62b33991b9a148a76052afafecd184b1cc730ee2cffbd/Love-Fear_Home-Page.jpg" /><img width="3600" height="2800" width_o="3600" height_o="2800" data-src="https://freight.cargo.site/t/original/i/2d6e655a0adbb26c92e7767af593d535ee31dea4fe394e4e4cd1402a3a41c54f/Love-Fear_Store-Page.jpg" data-mid="90766289" border="0" src="https://freight.cargo.site/w/1000/i/2d6e655a0adbb26c92e7767af593d535ee31dea4fe394e4e4cd1402a3a41c54f/Love-Fear_Store-Page.jpg" /><img width="3600" height="2800" width_o="3600" height_o="2800" data-src="https://freight.cargo.site/t/original/i/6857c2c676baf5c9676c87e1a61fa68a06abebb7c971d274fd9365bd479f826c/Love-Fear_Checkout.jpg" data-mid="91363558" border="0" src="https://freight.cargo.site/w/1000/i/6857c2c676baf5c9676c87e1a61fa68a06abebb7c971d274fd9365bd479f826c/Love-Fear_Checkout.jpg" /> <img width="1600" height="1422" width_o="1600" height_o="1422" data-src="https://freight.cargo.site/t/original/i/7128044d2af0d12af8802b065171d03755ab5b09586cf256b581d39232b37139/iPhone-Love-Mockup-1.jpg" data-mid="92295067" border="0" src="https://freight.cargo.site/w/1000/i/7128044d2af0d12af8802b065171d03755ab5b09586cf256b581d39232b37139/iPhone-Love-Mockup-1.jpg" /> <img width="1600" height="1422" width_o="1600" height_o="1422" data-src="https://freight.cargo.site/t/original/i/2a0a656bfdbc18a7cc4f0d1a6a0514921de9c9f1cc0e16b2145079b2e0b6da9d/iPhone-Love-Mockup-3.jpg" data-mid="92359473" border="0" src="https://freight.cargo.site/w/1000/i/2a0a656bfdbc18a7cc4f0d1a6a0514921de9c9f1cc0e16b2145079b2e0b6da9d/iPhone-Love-Mockup-3.jpg" /> <img width="1600" height="1422" width_o="1600" height_o="1422" data-src="https://freight.cargo.site/t/original/i/24551ed9c0f3836a88dd6b8526b81b077d0ab00f01da001c78378cfa0bb3ffbb/iphone-love-mockup-2.jpeg" data-mid="92296280" border="0" src="https://freight.cargo.site/w/1000/i/24551ed9c0f3836a88dd6b8526b81b077d0ab00f01da001c78378cfa0bb3ffbb/iphone-love-mockup-2.jpeg" /> https://davidarraya.info/Electrical-Contractor-Magazine Sun, 22 Nov 2020 02:03:28 +0000 David Arraya Portfolio https://davidarraya.info/Electrical-Contractor-Magazine Electrical Contractor Magazine &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; ELECTRICAL CONTRACTOR magazine is a monthly publication that serves the electrical construction industry. Its 80,000+ readers include business owners, partners, presidents, manufacturers and more. The brief: Design and create the letters “EC” for the front cover of Electrical Contractors Magazine March 2020 issue utilizing Cable-MGR’s cable tray solutions.What I did: Assembly, Art Direction &amp; Photography <img width="3200" height="2400" width_o="3200" height_o="2400" data-src="https://freight.cargo.site/t/original/i/ccac1f7f6c8362d59181ac9089e7cf9dcfc479437d0ab8723d6faf29f67ba87b/magazine-cover-1-resize.jpg" data-mid="91773891" border="0" src="https://freight.cargo.site/w/1000/i/ccac1f7f6c8362d59181ac9089e7cf9dcfc479437d0ab8723d6faf29f67ba87b/magazine-cover-1-resize.jpg" /> “Isn’t the cover cool? Publisher Andrea Klee and I where checking out the products showcase at BICSI’s winter meeting in Tampa. Fla. and got chatting with some fellows from Cable-MGR by Wiremaid. They said they could assemble the letters for us and we said, “Neat!” (I really said that, it’s how I talk.) This picture was in my inbox two days latter. David Arraya assembled, art directed and photographed it. Joe Catania assisted him with the photography. It certainly is perfect for our cabling issue.” -Julie Mazur, Managing Editor <img width="3200" height="2400" width_o="3200" height_o="2400" data-src="https://freight.cargo.site/t/original/i/4c25ef0bcf89a0c5f42eca6f9581affc378f8f2cb3c147410f8c2f5615cbef76/magazine-cover-2-resize.jpg" data-mid="91774020" border="0" src="https://freight.cargo.site/w/1000/i/4c25ef0bcf89a0c5f42eca6f9581affc378f8f2cb3c147410f8c2f5615cbef76/magazine-cover-2-resize.jpg" /> For this project we got inspired by Piet Mondrian’s red, blue and yellow paintings. The idea was to bridge the gap between an utilitarian product and a work of art in order to make it rather playful and interesting. <img width="5000" height="3750" width_o="5000" height_o="3750" data-src="https://freight.cargo.site/t/original/i/fdc5e8a8dfdfafc05c355a32aaa7235276c8ef530b575e51f6942b6ce2245317/ecmagazine-macbook.jpg" data-mid="89653757" border="0" src="https://freight.cargo.site/w/1000/i/fdc5e8a8dfdfafc05c355a32aaa7235276c8ef530b575e51f6942b6ce2245317/ecmagazine-macbook.jpg" /> https://davidarraya.info/OPUS Wed, 25 Nov 2020 02:56:38 +0000 David Arraya Portfolio https://davidarraya.info/OPUS OPUS &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; OPUS specializes in advanced LED pixel perfect video wall screens for indoor, commercial and residential use. It offers vibrant displays, versatile usage, and enduring reliability What I did: Brand Strategy, Brand Identity, Motion Graphics and Video <img width="3000" height="1450" width_o="3000" height_o="1450" data-src="https://freight.cargo.site/t/original/i/4a63c05ec250e8a3ad51310eaa3d53dcc03d79d7755b8d33b11c7d65c155cd73/opus-logo-top_hi-res.jpg" data-mid="90026110" border="0" src="https://freight.cargo.site/w/1000/i/4a63c05ec250e8a3ad51310eaa3d53dcc03d79d7755b8d33b11c7d65c155cd73/opus-logo-top_hi-res.jpg" /> <img width="3000" height="1450" width_o="3000" height_o="1450" data-src="https://freight.cargo.site/t/original/i/c31cc49b2311358afdc1f642db7f62a866d48e704f27c3746d8ebd4381e769ff/opus-iphone---website.jpg" data-mid="90025676" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/c31cc49b2311358afdc1f642db7f62a866d48e704f27c3746d8ebd4381e769ff/opus-iphone---website.jpg" /> Consistency of appearance in all sizes and locations was paramount for the new brand. By adhering to a set of simple structural guidelines we established how the OPUS logo can scale seamlessly. <img width="727" height="303" width_o="727" height_o="303" data-src="https://freight.cargo.site/t/original/i/517b7b3422b2a096dde5394ef93387ddb80bad76838dd24780a5dd961c798953/Opus-LOGOS.jpg" data-mid="90072047" border="0" src="https://freight.cargo.site/w/727/i/517b7b3422b2a096dde5394ef93387ddb80bad76838dd24780a5dd961c798953/Opus-LOGOS.jpg" /> With a wide array of companies and alternative identification styles, we developed a system that keeps a uniform look regardless of which of their products the OPUS brand wants to market. <img width="2000" height="1510" width_o="2000" height_o="1510" data-src="https://freight.cargo.site/t/original/i/5b285b1cb0d0f38dfce7b7488b62433cc5f97fa0726a977a8f8a1e7a353f8adf/OPUS2-A5-Flyer-Mockups-01.jpeg" data-mid="90065271" border="0" src="https://freight.cargo.site/w/1000/i/5b285b1cb0d0f38dfce7b7488b62433cc5f97fa0726a977a8f8a1e7a353f8adf/OPUS2-A5-Flyer-Mockups-01.jpeg" /> <img width="2000" height="1526" width_o="2000" height_o="1526" data-src="https://freight.cargo.site/t/original/i/69aa8fb2fa890d321f9eaee0cfd89eaf3a3489bf552e03640a75a4e63df03913/OPUS-A5-Flyer-Mockups-02.jpg" data-mid="90065319" border="0" src="https://freight.cargo.site/w/1000/i/69aa8fb2fa890d321f9eaee0cfd89eaf3a3489bf552e03640a75a4e63df03913/OPUS-A5-Flyer-Mockups-02.jpg" /> OPUS’ logo animation adds interest to the brand and can be used as an opener or closer throughout its branded video content.