BE CREATIVE. BE UNIQUE. BE YOUR BRAND.
An exhibition that unveils Tracy Carrera's mesmerizing fusion of art and botanical wisdom, offering a captivating glimpse into the intricate medical properties of plants
THE CLIENT
THE BRIEF
THE PROJECT
LOCATION: FRESNO, CALIFORNIA, USA
INDUSTRY: ART & NATURE
The goal was to capture the unique personality of local artist and professor Tracy Carrera while also reflecting on the theme of her new exhibition about medical plants. She is known for her unique perspective and ability to engage with her audience through her fearless sense of style and beliefs.
- BUSINESS CARDS
- POSTER DESIGN
- MERCHANDISE
01 | Laying the Foundation Stage
Moodboard
Moodboard for Tracy Carrera's art exhibition advertisement and business cards
Requirements: recreational plants to be viewed in a positive light
Mood/Tone: Bold and unapologetic mood, mirroring the artist's fearless personality and willingness to challenge conventional ideas about medicinal plants. The tone was creative and expressive.
WHY A MOODBOARD?
Moodboards help me center that visual energy and inspiration in one place, guiding the creative direction of the entire project. Research can get overwhelming until something like this is created for quick access.
02 | Unleashing the Creative Chaos Stage
Sketching
1st Sketch: Another example of how my sketches often begin with words. Ideas don’t always come as a clear image—instead, words help set the tone and spark inspiration.
2nd Sketch: The core idea was to incorporate the client’s paintings into the design while ensuring greens and yellows played a central role. The goal was to create something artistic and modern. With creative freedom, I explored different possibilities.
3rd Sketch: Initially, the business cards and flyers were designed in a traditional rectangular format. But in the end, the winning concept was an oval shape—something that wasn’t in my sketches at all. Sometimes, sketches are just a way to think, and the final idea emerges organically.
03 | From Chaos to Clarity Stage
Ideation
To capture the unique personality of local artist and professor Tracy Carrera while also reflecting on the theme of her new exhibition about medical plants.
Target Audience: Those interested in art and nature, with a specific focus on medicinal plants and the negativity that surrounds them. They are likely local residents, students, and professionals who are interested in attending cultural events and supporting local artists.
Brand Personality: Bold, creative, and unconventional.
WHY SHARE THE "UGLY" DRAFTS OF THE PROCESS?
Design is a process of exploration, not instant perfection.
Each draft is a different way of solving a visual problem I worked through. These early stages leave more room for creativity and refinement, making sure the final design is not just visually appealing but intentional and strategic. And believe it or not, these are only a handful of selected drafts (the countless others have been buried deep in my files).
04 | The Grand Reveal Stage
Bringing Concepts to Life
The Plant Love exhibition was not only one of my first client projects but also a deeply meaningful experience, as Professor Tracy Carrera was both my mentor and an artist I greatly admire. The mood of the campaign was bold, fearless, creative, and unafraid to spotlight botanicals most people won’t even talk about—qualities that mirror Tracy’s unique perspective and the way she lives her life, dressed in black leather boots and unapologetically bold colors. From the start, my sketches were guided by words that set the tone and grew into designs that wove in Tracy’s own paintings, emphasized vibrant greens and yellows, and ultimately broke from tradition with the unexpected oval-shaped business cards. The process became a way to honor her work while crafting something modern and artistic that invited the community to explore the medical properties of plants through a new lens. It was truly an honor to contribute to a project that not only elevated her exhibition but also celebrated her fearless voice as a professor, artist, and mentor.
The Breakdown
BONUS STAGE: Behind the Scenes of the Design
WHY SHOWCASE THIS ON THE WEBSITE?
The difference between me and AI (aside from my great style) is that every decision I make has a reason behind it, rooted in research, experience, and an understanding of how each choice reflects the brand, even in the hidden little details. Here’s a glimpse behind the scenes of what that looks like.
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