Luis Rivera Portfolio

Thank you for visiting Luis Rivera’s online portfolio.

This website will give you the opportunity to view a cross section of my work as an art director and as a conceptual designer.
My extensive design experience falls into two main categories, print and web. Contained within the print section you will find examples of my work for both the editorial and the marketing sides of publishing as well as my online work.

From my résumé and my client list you will see that I am an Art Director with a broad skill-set. I have a conceptual mind, strong leadership skills, a talent for design and a vast technical knowledge to draw upon.

A selection of my work is included in this portfolio for you to review. You may scroll down to see each section or simply click on a work category in the Contents section to take you directly to that section. Should you have any questions about any of my work or professional experience feel free to contact me.




	An overview of editorial pages and special projects for various publications	An introduction to a variety of projects from advertorial pages, to special sections, cookbooks, bookmarks, and event posters	Ads for Real Simple and People magazine designed to drive traffic to their websites


A few samples of these essential sales tools	The events departments always have somthing 'cookin'! Here are several samples	Logos that caopture the life and soul of a company with an icon	Samples of banners, pop-ups and order forms



A series of packaging products	My Specialty! A sampling of the whole 360-degree experience is presented in this section	Another utilization of my design skills	A few samples of these essential marketing tools

Here are some samples that illustrate the wide range of work that I have produced for various clients… from editorial design to advertorials, from web to products. Enjoy!




				The challenge was to come up with a look for a magazine about to launch. There were no directions whatsoever. I was given a text document in a word format along with original photography. The prize was an opportunity to guide the magazine’s look. Goal achieved! The execution varies from client to client. In some cases the marketing department in conjuction with the client will provide text and images. The art department without or little direction will come up with layouts for the sales team. The use of stock images and generic pictures, may be used as a resource to start the process.


				The Saint John’s Gala Benefit asked me to design their event catalogue. Here is one of the spreads for the controversial event.

				"This special issue has no purpose except to entertain and enlighten our readers," said David Bauer, managing editor for the special issues at Sports Illustrated. This 102 page limited edition book of photography was a sales tool for the publishing side of the magazine. The best photographs of the various Swimsuit Issues were compiled into this unique project.





				The sales team, prospecting for a new client requested a series of pages promoting South Beach Diet brand within the pages of Rachel Ray magazine. The concept was that "Life was better at the beach". These are the samples provided. I found myself facing a short deadline with almost no room for mistakes. The ads needed to be branded. I used stock images and "dummy" text, and a day after creation the whole look was approved and then executed.



				People en Español wanted to create a customize piece for ALLI. The direction was a monthly calendar with recipes of Latin chefs from various parts of the country. I created the 12-page booklet in 2 days. I designed the piece with "dummy" text. The piece resembled the advertisement campaign of ALLI. I used their fonts and stock photography. The sale person had a meeting with the client and needed something to show. She got the account and the project was sold.

				As added value Gallo winery wanted the marketing department at Rachel Ray magazine to come up with a creative alternative instead of the traditional advertorial page. This brochure was one of the ideas pitched. A double-sided brochure was presented to Gallo covering the 4 seasons. The strategy was "there is a wine for every season". I used stock photography and "dummy" text which made the project easy and fast to execute.

				A 75-page cookbook with salads was created to promote the magazine. The recipes and the photographs were recycled from editorial content. A new trend in magazine bookmarks was tried for Health magazine. The idea was to pitch to advertisers a new venue to sponsor content. One side of the bookmark was a calendar while the other side featured the client’s ad.

A special promotion between Real Simple and American Express. A rare example where editorial pictures were used for a special advertising section.




						Real Simple and People magazines had readership audiences of over 3,000,000 people a month. In a time where Time Inc. was investing millions in every magazine’s website the goal was to boost online traffic. These ads created for the marketing department had the primary goal of driving unique visitors to the magazine’s websites. This check list became the primary strategy to advertise the new Real Simple television show. This was one of the first designs proposed to the publisher and the editorial director for consideration and later developed into a finished ad. The very first ad to advertise Real Simple magazine. Simple, graphic with use of white space. A revolutionary approach within the crowded world of magazine’s editorial content. The ad was designed base on their headline “do less have more”.





				The 2008 editorial calendar for Rachel Ray. Another tool created by the marketing department outlining the specific topics that the magazine would cover throughout the year. A fold down catalogue that allowed the sales department to target specific clients for specific content. Images from editorial were used for its creation. The execution varies from client to client. In some cases the marketing department in conjuction with the client will provide text and images. The art department without or little direction will come up with layouts for the sales team. The use of stock images and generic pictures, may be used as a resource to start the process.

								A four board sales sheet explaining the purpose of the extension of the Real Simple brand into TV. Designed to capture the concept of the still pages of the magazine coming to life in their new media, TV. Simple, clean and insightful an extended vision of the editorial pages.

A sale sheet for the special Valentine’s issue of Rachel Ray.

A Real Simple sales sheet, part of a series of boards that explain the magazine’s audience. Other boards highlighted more information about the magazine’s background audience.





				A tool to advertise and promote the brand of a magazine.. The execution varies from client to client. In some cases the marketing department in conjuction with the client will provide text and images. The art department without or little direction will come up with layouts for the sales team. The use of stock images and generic pictures, may be used as a resource to start the process.





						logo \|’lôgô\| noun (pl. -gos) a symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc. To come up with a brand identity for Cooking in Concert, a division of Acuestic Records. The client wanted the logo to be upscale, fun and unique. Acuestic Records needed a logo that represented playful, fresh and good feelings; the same feelings you get when listening to each of the tracks on their releases. The client came to me with a desire to create a line of greeting cards in English and Spanish, but no real strategy, name or creative direction. There was really nothing to set the product apart besides the fact that it was going to be bilingual, hip and extremely modern. I rolled up my sleeves and created the brand of Diva Greetings. The company’s owner became part of the logo. For some collateral pieces. The illustration was created by Glenn Hilario. When I was tasked with taking over the logo design for Rosenblatt productions, a television production company, I took my cue from the lens of the camera combined with the simplicity and modernism of their work.

				During the time that I was at Time Inc. in consumer marketing I created countless banners, buttons, order forms and pop-ups to advertise the various magazines and websites. Here are some samples of these animated gifs.

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				A collection of eight cookbooks and CD booklets. Acuestic Records approached me to create a series of cookbooks that were packaged along with a music CD. The challenge was to create a package that would fit in the vendor’s displays as well provide a clever way to package the recipe book. These are some of the books created. On the left hand side you have the CD resting over a plastic jewel case, and on the right side you have the mini recipe book inserted into a flap.

				In a volatile film capital investors market, it is often difficult to instill confidence in an investor community. To help investors understand how IndieVest creates long-term value, the slogan 'where magic meets logic' was used to describe how the company sells... with a one stop shopping approach that includes clear rules and firm guarantees. We used the annual reports, where magic meets logic and the investor summaries to demonstrate the meticulous decision-making process that IndieVest executes to produce films and the greater long-term returns for all its investors. Our goal was how a dedicated company can create returns even on a volatile economic climate.

				Real Simple's Magazine Get Organized New York Created a unique look and brand identity for Real Simple’s Get Organized New York (GONY), a multi-pronged, multi-sponsor, three-month-long fundraising event in New York City. Designed and developed all collateral material including public-relations packages, posters, bus and outdoor signage, flyers, invitations, t-shirts, auction catalogue, website pop-ups, website architecture, sell sheets and sales presentations. Directed all photo shoots for the campaign and development of the 100-page recap book. Here are some of the pieces of the campaign:

People Live!
Worked with the marketing department in the development of People Live, the magazine’s multi-sponsor signature event. Created all the collateral pieces from ads, signage to a mini-magazine and recap.

				Real Simple Rewards This is the website that explains the publisher’s side of the magazine. It had to be distinctive from the editorial side. This website was to be a tool for clients and advertisers, not only to receive web presence, but also as added value in many cases. It was designed to allow clients to get pricing, rates, productions specs to submit ads and immediate access to a media kit. Simple navigation, basic html and a lot of white space create this unique site. It was emphasized over and over that it needed to extremely simple to navigate. Task achieved! Real Simple Rewards







				Cooking in Concert Acuestic Records needed a site that would explain the philosophy of the various components of the products they produced. They emphasized that simple navigation should be the key for the site. The simplicity of this website conveys the brand’s message. Cooking in Concert







				Diva greetings A portal for the Spanish speaking greeting cards company to show their collection. They wanted a hip, modern approach, just like their greeting cards. They also wanted the option for the clients to choose their language of preference. “I always try to keep my designs as simple as possible,” says Miguelina Rivera of Diva Greetings, who believes that to be comprehensible, even the most complicated systems “should be composed of a collection of simple devices”. Diva Greetings





				Time Inc. Consumer Marketing A portal venue for clients and the general public to generate incremental revenue and offer added value to their customers by offering Time Inc. magazines on their sites. Time Consumer marketing created this site for the various Time Inc. titles, offering to pay clients and users for every lead generated. Consumer Marketing





				Senae The department of labor from the Dominican Republic has created a new division — Senae. This department will be a bridge between disablee people looking for work and employers. This site explains the program and characteristics. It also tells job seekers and employers how to benefit from this service. Senae







				Club Sway The original Club Sway in the Hamptons, New York approached me to help create their brand identity. I was involved in the creation of their logo, advertisement and the collateral pieces for the business. This is the website I created for them. A basic online catalog promoting the various services and the directions to the club. Club SWA





				This was the original look for this site.



	Time Inc. Time Warner Reader’s Digest Rodale Publications Canon Comunications Sports Illustrated All You Entertainment Weekly Real Simple People People en Español People StyleWatch InStyle Essence Health Women’s Health Rachel Ray Medical Imaging Cannon Publications Fortune Money Cooking Light Time Warner Acuestic Records Diva Greetigns Cooking in Concert Time Inc. Consumer Marketing Promotions Department	Media Kits Events Brand and Identity Print • Brochures • Signage • Sales Sheets • Editorial Calendars • Public Relations packages • Posters • Billboards • Editorial Design • Covers • CD Booklets • Invitations • Signage • Sales Sheets • Editorial Calendars Web Design • Animated Gifs • Banners • Pop Ups • Buttons • Emails • Order forms • Web sites front end • Site architecture



		Experienced art director/senior graphic designerwith multiple career disciplines; editorial design, promotional, advertorial, internet, book and CD design. Expert knowledge of computer software design programs; Quark, QPS system, Illustrator, Photoshop, Image Ready, Dreamweaver and InDesign. Adept at conceptualization and development resulting in strong, effective designs.

		Pratt Institute, New York City Masters in Communication Design 1999 Honors; Cum Laude Hunter College, New York City B.A. Media and Studio Arts 1994 Honors; Dean’s List 1994 Universidad Apec, Dominican Republic B.A. Advertising and Graphic Design 1989 Honors; Cum Laude 1121 N La Cienega, Apt. 306 West Hollywood, CA 90069 310 657 4648 contact@luisriveraportfolio.com	Freelance Art Director 2008 to present. IndieVest Pictures, IndieVest Securities and IndieVest Inc. Freelance Art Director/Senior Designer 2005 to present. Current clients: People, People en Español, Health, Women’s Health and Rachel Ray magazine • Guided the marketing department in the development of “People Live”. • Designed all collateral pieces from ads, signage, to mini-magazines and recaps for this multi-sponsored event. • Managed production department. • Preflight and prepared all files for outside vendors, approved proofs. • Delegated and directed designers in the execution of various collateral material. • In conjunction with project managers, created numerous marketing campaigns. • Received, negotiated and implemented client feedback. • Researched and selected vendors, negotiated budgets, and created schedules. • Oversaw all aspects of design and implementation thereof. • Produced creative solutions that maintained design integrity and met or surpassed quality standards. My design strategy achieved original, quality deliverables onschedule and within budget. Real Simple Magazine Art Director, 2004 to 2005 • Managed creative staff. • Created brand extension book for marketing department. • Directed designers in the creation of cookbooks, - brand extension. • Designed media kit and sales sheets. • Implemented designs for all media events. • Designed public relations packages. • Directed all photo shoots. • Created a brand identity for (GONY) the largest fundraising event of its kind. • Designed event posters, bus and outdoor signage, facade design, logo, attraction graphics, flyers, invitations, t-shirts, auction catalogue, website pop-ups, websitearchitecture and developed the website pages, sell sheets and sales presentations to pitch to new and existing clients. • Designed 100 page (GONY) re-cap book. Medical World Communications Medical Imaging Magazine Art Director, 2003 Supported both the editorial and marketing departments. Time Inc. Consumer Marketing Promotions Department Web Designer, 2000 to 2002 Designed all websites and related materials for numerous Time Inc. magazines including: Fortune, Sports Illustrated, Time, Real Simple, InStyle, People, Money, Entertainment Weekly, People, People en Español, Cooking Light, Essence and Health magazine. • Created websites, landing pages and front pages. • Designed pop-ups, banners, buttons, emails, and order forms. • Directed programmers regarding the funcionality of the various websites. • Led a team in the creation of direct mail marketing campaigns. Sports Illustrated Assistant Art Director, 1994-1999 Designed special projects and commemorative issues. - The Swimsuit issue. - The Michael Jordan commemorative issue. - The Red Wings special issue. Among dozens of other special projects.