Alfonso is available for hire
Hire AlfonsoAlfonso Ponce de Leon
Verified Expert in Design
Designer
Location
New York, NY, United States
Toptal Member Since
August 29, 2016
Alfonso focuses on product design, branding, art direction, graphic design, and brand assessment. He's worked on various projects, from full-range product design projects and identity design for clients in the real estate, food, entertainment, and culture industries to fashion brands and transportation logistics corporations.
Portfolio
Work Experience
Creative & Art Director
2017 - PRESENT
International Musicians League
- Redesigned the structure, look and feel of a company with over 30,000 active musicians in its network. Their live music services for the event industry span across all the US, CA, UK, AUS, France, Italy and Spain.
- Designed the brand identity, website, brochures, social media and any other visual asset for the main company and its 19 bands.
- Art directed and produced over 12 photo and video shoots across the US, EU and AUS.
Technologies: Adobe Photoshop, Adobe InDesign, Adobe After Effects, Adobe Premiere Pro, Adobe Illustrator
Graphic Designer | Art Director | Illustrator
2013 - PRESENT
Freelance Work
- Guided the personal design and art direction practice—focusing on branding, art direction, graphic design, brand assessment and illustration.
- Worked on a wide array of projects spanning from identity design for clients in real estate, food, and culture industries to fashion brands’ campaign art direction and transportation logistics brand’s corporate presentation brochures. These projects have had the same value of personal input of my own way of perceiving the world as any other self-initiated project that I have also developed throughout this time.
- Worked on pro bono projects including a marginal area social and sports gymnasium’s identity and graphic material, religious booklets for local churches and in memoriam books.
- Crafted a comprehensive brand identity design for an upcoming, A+ first category office building; this included naming, logo, icon design, website design, render art direction, brochure design, illustrations, video art direction and image retouching (http://lux.uy/).
- Handled the brand identity redesign for an architecture firm in Uruguay—a new brand feeling, logo adjustments, graphic elements, icon design, website design and image stock (http://zip.com.uy/).
- Was invited along with Carlos Ott Architects by the Republic of Fritz Hansen to participate in their 7 Cool Architects, a contextual interpretation of Arne Jacobsen's iconic Series 7 chair; I was involved in the conception, preliminary design, materials research, production design, project presentation’s video, writing and design. The architects' chosen project was Celebra office building, located in Zonamerica Business and Technology park in Montevideo, Uruguay.
- Designed projects’ book presentation layouts for architecture worldwide winning projects: Celebra, TATA Consultancy Service Siruseri Techno Park, PHARE Tower Institutional brochure design and image stock art direction and retouching for logistic industry business which included on-location photo art-direction and full front-to-end brochure layout, design and print execution.
- Crafted the brand identity design for an art foundation, including logo, graphic elements, custom typography, brochure design, stationery, and exhibition invitations.
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop
Graphic Design Intern
2017 - 2017
Karim Rashid Inc.
- Specialized in brand development and pattern design.
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop
Graphic Designer
2010 - 2013
Plataforma Advertising Agency
- Worked for Plataforma, a boutique advertising agency—specializing in branding and art-direction for fashion, beauty, automotive, and corporate brands.
- Specialized in branding, packaging design, and art direction.
- Produced more than 15 packaging design and print production direction for a beauty company's line of perfumes; this also included the design and execution of print ad campaigns across different media.
- Gave campaign art direction assistance, photo session direction, campaign graphic design, print design across different media and architectural graphics for fashion brand stores; also included the packaging design for accessories and beauty products. (https://www.danielcassin.com.uy/, http://harrington.com.uy/).
- Crafted the brochure design for a veterinary pharmaceutical company.
- Created several poster designs and illustrations for a national theater's plays and concerts: Teatro Solis.
- Designed the identity a for real estate company, including the sub-brands and the project's logo design and merchandising (brochures, flyers, website, print advertisement).
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop
Graphic Creative
2009 - 2010
Amén Advertising Agency
- Started working at Amén months after it was founded and it is now a leading Uruguayan advertising agency.
- Was in charge of all graphic design and art direction for every project created throughout that time.
- Crafted the in-house brand identity design, stationery, and merchandising.
- Led the national supermarket's TV advertisements ideas and art-direction.
- Designed and gave art-direction for national and international award-winning print, TV, and radio advertisements.
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop
Education
2016 - 2018
Master's Degree in Art Practice
School of Visual Arts - New York City, NY, USA
2006 - 2010
Bachelor's Degree in Social Communications
Universidad Católica del Uruguay - Montevido, Uruguay
Experience
Collaboration That Works
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