NOGUEIRA SKATEBOARDS
Nogueira Skateboards is a fictional skate brand based in São Paulo that sells skateboard hardware, apparel, and merchandise. It's the result of an online course in art direction given by Daniel Leitão, an awarded Brazilian art director at Escola Cuca, which everyone participated online. The goal of the course was to prepare the participants for the art director role and the desired outcome was to have a case study in which we would use and develop useful art director's skills.
The first class was to create a brand based on my own characteristics. As I'm imperfect, the brand had to be imperfect too, but it had to be energized and young as well. All the brand communication tries to keep imperfection as a rule, and also the message "be a nutcracker", kind of "life's hard, face it". Yellow symbolizes optimism, energy, joy, happiness and friendship, green symbolizes rebirth and renewal and immortality. I created logo variations to be used in different points of touch.
In the second class, we needed to create a campaign that discloses the brand previously created. Daniel gave us the mockups (Out Of Home) that we should use. I got a lot inspired by the old-school vibes, and underground culture, and then I tried to use printed texts as collages, green paint writing with my finger, textures, a lot of different stuff. In the third class, we were challenged to create a custom typography. We could craft a typography tool from a Coca-Cola can, which is called a "Cola pen", or use any other interesting object that could create this craft effect instead of the artificial effect that the computer creates. It was used to create letter per letter, the paint was made out of charcoal, coffee, glue and phosphor and then colored in Photoshop.
The last class was to put everything together in an clear way, in our portfolio. For the campaign itself, I proposed to have a dance video contest on TikTok, while playing "Soulja Boy - Crank that" the person should dance and break a walnut in the most creative way syncing to the music, the winner would win a trip to the most famous skate competitions, X Games.
ROLE: Graphic designer, art director.
