MY EMPLOYMENT AND ROLE AT TLN MEDIA GROUP
From 2018 to 2021, I held the position of a freelance Graphic Designer at TLN Media Group. During this period, I was also appointed the role of the lead designer for their prominent event, the "Salsa in Toronto Festival" design campaign. Projects included billboard banners, advertisements, and social media. I was tasked to revamp and reorganize the branding manual for the festival.
In addition, I engaged in diverse design projects as needed such as creating full-page advertising materials, apparel design, and different event materials.
www.salsaintoronto.com
FESTIVAL BACKGROUND
Directed by the Canadian Salsa Festivals Project, the annual Salsa in Toronto Festival sponsored by TD is the largest Latino-themed cultural celebration in Canada. The award-winning festival presents unique cultural experiences, including the best Latino music, dance, street food, and visual art exhibitions.
In addition, I engaged in diverse design projects as needed such as creating full-page advertising materials, apparel design, and different event materials.
www.salsaintoronto.com
FESTIVAL BACKGROUND
Directed by the Canadian Salsa Festivals Project, the annual Salsa in Toronto Festival sponsored by TD is the largest Latino-themed cultural celebration in Canada. The award-winning festival presents unique cultural experiences, including the best Latino music, dance, street food, and visual art exhibitions.
01
Project Overview
Salsa in Toronto festival logo rebranding
Date: 2019
Salsa in Toronto festival logo rebranding
Date: 2019
When I started working for TLN Media Group, my first project was to rebrand the festival logo establish colour palettes providing CMYK
and RGB.
Also, created logo variations with different colours and backgrounds and provided other logo file formats such as eps, ai, PSD, jpg, png and PDF.
and RGB.
Also, created logo variations with different colours and backgrounds and provided other logo file formats such as eps, ai, PSD, jpg, png and PDF.
Adobe Illustrator
02
Project Overview
2020 & 2021 SALSA IN TORONTO FESTIVAL
Poster design
2020 & 2021 SALSA IN TORONTO FESTIVAL
Poster design
Left
2020 Salsa In Toronto
Poster design
RIGHT
2021 Salsa In Toronto
Poster design
2020 Salsa In Toronto
Poster design
RIGHT
2021 Salsa In Toronto
Poster design
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe Photoshop
Adobe InDesign
The design process for the 2021 poster.
Why did the design approach deviate for the 2021 festival campaign?
During our initial design briefing with the Director of Communications and Marketing and the creative team at TLN, the primary objective was to craft an illustrative aesthetic for the 2021 design campaign. The utilization of illustration design offered increased flexibility in conveying a spectrum of nonverbal cues and communication, surpassing the limitations imposed by static photographs. This choice was made to set the campaign apart, appealing to a diverse audience.
During our initial design briefing with the Director of Communications and Marketing and the creative team at TLN, the primary objective was to craft an illustrative aesthetic for the 2021 design campaign. The utilization of illustration design offered increased flexibility in conveying a spectrum of nonverbal cues and communication, surpassing the limitations imposed by static photographs. This choice was made to set the campaign apart, appealing to a diverse audience.
The procedural strategy involved manipulating the 2020 photograph featuring the couple in an altered pose. This image was meticulously extracted from its original background and transformed into an illustration. This approach granted us heightened control over colour and tone adjustments, aligning with specific directives. The original image was graciously provided by TLN Media Group.
Putting it all together to create an effective design.
In light of the challenging impact of COVID-19 on the event year, the TLN team remained steadfast in its commitment to promote and host the festival, providing entertainment for the Latino community in Toronto. Consequently, we redirected our efforts towards leveraging social media platforms for online and television broadcasts of the event.
Through the dedicated and industrious efforts of the entire design and marketing team, the 2021 Salsa In Toronto Festival achieved a level of success comparable to previous years. It is worth emphasizing that the unwavering support of the Latino community significantly contributed to the joy experienced throughout our city.
An observant addition to the design background is notable—an understated yet impactful incorporation of a pattern. This enhancement serves to establish a sense of unity and formality within the overarching theme.
03
Project Overview
MULTICULTURAL poster design
MULTICULTURAL poster design
The design objective for this poster is to represent and convey TLN Media Group as Canada’s most influential multicultural media company.
The creative idea is to use different patterns to signify multiculturalism.
The creative idea is to use different patterns to signify multiculturalism.
The final product is used as a backdrop for TV shows, office walls, pull-up banners and billboards.
Adobe Illustrator
04
Project Overview
TLN soccer – Halftime show poster design
TLN soccer – Halftime show poster design
About the show
Hosted by TLN personality Camila Gonzalez, The Halftime Show is a weekly program that airs during the halftime intermission of every live SERIE A Italian League Soccer broadcasted live by TLN.
Hosted by TLN personality Camila Gonzalez, The Halftime Show is a weekly program that airs during the halftime intermission of every live SERIE A Italian League Soccer broadcasted live by TLN.
The 5 to 5:30 minutes short videos aim to be entertaining and informative and provide exclusive interviews and off-the-pitch stories exploring food, music, and different cultures.
Role
Directed by the Senior Director of Communications & Marketing, I had the role of a Creative Director on this project. Essentially, I was in charge of the entire process, from ideation, print to final production.
Directed by the Senior Director of Communications & Marketing, I had the role of a Creative Director on this project. Essentially, I was in charge of the entire process, from ideation, print to final production.
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe Photoshop
Adobe InDesign
