Luisa Baeta

Luisa Baeta

Graphic DesignerNew York, United States
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Connections
Phillip Bircham
Ekaterina Ochagavia
Gary Cadogan
Luisa Baeta

Luisa Baeta

Graphic DesignerNew York, United States
Projects
  • Dalton Maag
    Dalton MaagI worked at the Dalton Maag type foundry for three years, where I had the chance to work in a wide variety of projects, including several non-Latin scripts, both as a lead designer and as part of a team. Some projects were sometimes long, complex non-Latin scripts, involving a lot of research (such Nokia Ethiopic Headline and HP Devanagari, shown here). Sometimes there was a chance to design something from the initial ideations and concepts, while at other times work was production-based, such
  • Urban Letterscape
    Urban LetterscapeThis blog shows illustrations of lettering based on pictures that taken in different cities. This is a personal project created for love of lettering in the urban environment, which has led to a rather large personal archive of photos of typography in cities I have visited.
  • Young Adult book collection
    Young Adult book collectionThe collection is aimed at young readers who are in a transition phase between children’s books with lots of illustrations, and books for adults, which are rarely illustrated. It is a phase in which many young people in Brazil abandon the habit of reading for pleasure, as they start their teenage years and start associating reading with school assignments. The main objective of the design here was to make attractive books that can serve as a “bridge” between childhood’s picture books and the text-heavy books of the grown-up world. The solution was to combine some elements of traditional book design from the grown-up world, such as cream-coloured paper, a Renaissance-style typeface for the text (Minion), small caps, etc, with some more contemporary-looking touches (for example, on the typography of the title and chapter openings). On the other hand, the design highlights the illustrations, and there is care to give a visual “breath of air” in text-heavy page sequences, by including soft illustrated textures in some text spreads. There are also double-page illustrations for opening and closing the book, emphasising the rhythm and pace of the pages.
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Work history
    F
    F
    Graphic DesignerFreelancer
    I'm a graphic and typeface designer with an interest in applying my solid experience as a type designer into the wider scope of graphic design.
    Font Designer
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    I worked as a font designer and font developer in this award-winning type foundry. This gave me the chance to work on a variety of projects, from very long and complex ones lasting several months, designing both Latin and non-Latin scripts, to short ones such as typographic and optical refinement for logos. I have worked both as project leader and as part of a team, both doing production and being responsible for concept and creative direction. I worked with clients including Nokia, Hewlett Packard, Intel, Chelsea Football Club, Lush Cosmetics and many more.
Skills
  • Branding
  • Corporate Identity
  • Print Design
  • Typography
  • Lettering
  • Photography
  • Graphic Design
  • Type Design
  • Fontlab
  • Font Design
  • Illustration Digital
  • Illustration Children’s Book
  • Typography Teacher
  • Adobe Indesign/illustrator/photoshop
  • Font Production
Education
    MA Typeface Design
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    This is an intensive Masters' degree in typeface design, where we learned to design a type family from scratch. The course also emphasises research, as well as the development of non-Latin scripts (in my case, I developed a typeface for both Latin and Greek). This course has an excellent reputation as being one of the best in the world for type design.
    Graduate Diploma in Design of Visual Communication
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