Joe
Moniz
He/Him
My love of design comes from my love of being a storyteller. With great design comes great storytelling that can captivate an audience. I am a creative mind driven by curiosity, fascinated by understanding the “why.” Enrolling in MacEwan University’s BDes program allowed me to learn, discover, hone, and specialize in various design skills. My design interests and strengths are in 3D modeling, animation, video editing, branding, motion graphics, and photography. I firmly believe that any collaborative partnership relies heavily on crafted design. My goal for the future is to continue to grow as a designer while finding success in my work; to be part of a design team, working alongside like-minded creatives who share the same affinity for storytelling through design.
Vi’s for Pies Brand Redesign - Corporate ID & Branding
For this brand redesign project, I had to research, identify, create, and design a unique and appropriate branding system and visual identity for a local Edmonton business. This included developing and designing a new logo mark, elemental motifs, colour palette, and an engaging brand identity for Vi’s for Pies, a friendly neighbourhood café and casual eatery known for its comfort food, desserts, and pies.
Vi’s for Pies has operated without any visual representation or brand identity. This eatery is vastly popular throughout Edmonton. It serves up a cozy setting in a dining space with a built-in fireplace and a private yet sunny patio while serving guests a slice of heaven with its famous pies.
The design concept came from incorporating the shape of a lace-woven pie, as seen above. The pie illustration within the logo is the intended focal point of the design, with the pie placed high in the hierarchy compared to the rest of the logo. A dark purple encapsulates the colour of the pie to offer design contrast and for the pie itself to be the primary visual takeaway.
Multiple renditions of the design concept were created and explored to address form, colour, typeface, and readability. A three-colour palette is used for the logo's final version and primary state. I chose the typeface Dense for its slender yet tall solid letters and the ability to distort its alignment on the curve of a circle without losing its legibility.
I created and designed a Vi's for Pies logomark that could work as a circular sticker on a freshly wrapped sandwich or as a visual badge that you could easily spot on a takeout coffee cup. Such design aspects and brand elements are easily transferable to other packaging and digital platforms.
Podcast Summit Brand Design - Corporate ID & Branding
This project had me invent, create, and design a unique and appropriate brand and logo mark with a visual identity for a conceptual event. My client was a famous and well-attended Podcast Conference hosted in New York City titled Podcast Summit or NYCPS. Podcast Summit is a popular conference featuring online podcasters, podcasts, shows and performers, in which podcast fans gather to meet creators, hosts, and leading experts during the 4-day event.
Podcast Summit is a multi-genre podcast conference held annually in New York City. Podcast Summit is a popular conference featuring online podcasts and favourite fan shows in modern times and pop culture. NYCPS is held every June at The Jacob K. Javits Convention Center, inviting and seeing fans from all walks of life.
My inspiration came from researching and understanding major league sports teams' logos and their approach to displaying and showcasing a logo in 2D. In creating the Lady Liberty crown, I understood this would create depth and a visual representation within the logo design, to establish foreground and background. Incorporating the crown also provided a key colour within the four-colour palette, a teal green-blue to reference the Statue of Liberty further.
A four-colour palette is used for the final Podcast Summit’s logo rendition, with a dark navy blue holding all the components within the logo together with a unified stroke. The typeface American Captain is used for its heavy block lettering and ability to be distorted in perspective without losing legibility. This was done to create visual weight and establish heaviness to the logo in expressing its 2-dimensional design aspects.
Multiple design renditions were created and explored to refine letterform, spacing, proportions, and readability. The concept for the design came from incorporating the shape of a podcast microphone and New York City landmarks, such as the Statue of Liberty crown and the city skyline—a logo design with sharp and smooth corners. The final brand identity offers readers design takeaways that read both New York aesthetics and popular event invite.
NETFLIX Hangout User Function - Interaction Design
Pre-Covid Design Concept for NETFLIX
This project had me invent, create, and design a unique and functional UX/UI experience that could result in a larger NETFLIX viewing community by creating a new digital function for the existing product.
This project had me invent, create, and design a unique and functional UX/UI experience that could result in a larger NETFLIX viewing community by creating a new digital function for the existing product.
NETFLIX Hangout User Statement: As an active NETFLIX viewer and subscriber. I want to invite my friends and family to a NETFLIX movie easily and have a long-distance movie date with them, so I can be up-to-date with their NETFLIX interests while chatting with them via chat messenger.
NETFLIX has completely changed how we consume movies, tv shows, and other visual narratives. While NETFLIX already provides many exciting features to millions of subscribers, one apparent opportunity has been missed, chat messenger.
NETFLIX Hangout offers you and your friends a new way to enjoy NETFLIX. Easily invite your social circle to a NETFLIX Hangout and have NETFLIX synchronize video and audio playback for you and your party while chatting via text with your friends while you all watch your favourite NETFLIX shows.
Uber Brand Campaign - Advertising Design
For this Advertising Design project, I was tasked with conceptualizing, creating, and designing an Uber Ride-Share advertising campaign that establishes their existing brand and services to the Edmonton market. The design for this advertising campaign showcased the brand’s ability to service the public by offering local and convenient ride-sharing commutes through ads that showcase Uber’s personality, identity, and humour.
I chose four advertising channels that would utilize setting and design messages to establish Uber's relevance in the new market. Indoor and outdoor billboards to introduce and reintroduce Uber, Web and mobile promotional banners and ads. A branded environment that further promotes the brand and environmental assets that interact with the public.
My design approach was to incorporate humour into the advertising. I understood that finding the funny in real-life situations often equates to attention-grabbing ad creative. Applying wit, intellect, sophistication, and exaggeration to my design would lead to attention-grabbing and top-of-mind awareness for Uber adverts.
Creating and designing this Uber advertising campaign took advantage of specific locations that speak to the public and reinforced Uber’s services and business model. The ad creative will be displayed and showcased at airports, train stations, travel hubs, etc., where travellers and potential Uber customers have just arrived and are considering local commute arrangements.
To accomplish this, I had to research and explore the existing brand guidelines and visual identity that Uber has established and continues to reinforce. I investigated the structural build and existing brand personality and tone, advertising anatomy and their storytelling in how they interact with the public—understanding the Who: M/F 18-65. What: hire vehicles. Where: North America. When: 24/7 service. Why: easy and affordable. How: app with credit card.
