meanwhile, check out my portfolio.

RESUME
SAMUEL ALEJANDRO RENDÓN CASTAÑEDA
EXPERIENCE
Branding consultant & graphic designer
Senior graphic designer
SeñorLópez – Sancho BBDO
Bogotá, Colombia
March 2010 - June 2014
Point of purchase advertising
Branding
Packaging
Carrera 47A # 22-40
Bogotá, Colombia
+57 320 406 4331
[email protected]
samuelrendon.com
EDUCATION
Professional graphic design
Universidad de Bogotá Jorge Tadeo Lozano
Bogotá, Colombia
2009
Branding (continued education)
Universidad de Bogotá Jorge Tadeo Lozano
Bogotá, Colombia
2014
Branding consultant and graphic designer
Freelance
Colombia - USA
June 2014 – February 2016
Branding
Communication strategies
Web design
Art director
SCD
Bogotá, Colombia
February 2016 - present
Branding
Communication strategies
Art direction
PROFESSIONAL SKILLS
Technical and analytical thinking for visual communication.
Creative and planning skills.
Constant contact with clients.
Teamwork for complex design projects.
Autodidact.
Design software knowledge.
OTHER EXPERIENCE
Leading Colombia Country Brand conferences.
Jury in visual identity and advertising academic works.
TOEFL iBT 98 total score.
Self-trained brand manager.
SOME OF MY CLIENTS
COLOMBIA COUNTRY BRAND
BRAND STRATEGY / VISUAL IDENTITY SYSTEM
The international image of Colombia is changing and our country is
projecting itself as a new focal point for the world.
Our challenge was the creation of a new identity system that could
communicate all the aspects that we have to offer, from our privileged
geography to our industry.
We decided to create a flexible logo that adapts to any topic we want
to share, representing the megadiversity from our territory.
Colombia Country Brand is bright, colorful and cheerful, just like our
culture and people.
Samuel Rendón, Alejandro Peralta, Alba Maldonado, David Muriel.
SeñorLópez. 2013.
Click me!
QUÉ NO ES (UTADEO)
VISUAL IDENTITY SYSTEM
Jorge Tadeo Lozano University is one of the leader institutions in
Colombian design education.
Teachers from different areas work together in final projects in order
to get strong and complete projects from the students.
We worked together to create an appealing identity that could
summarize the knowledge acquired through the semester and create a
sense of belonging to the group.
Samuel Rendón.
Freelancer. 2015.
IVONQ
BRAND STRATEGY / VISUAL IDENTITY SYSTEM
Colombian designer Ivonne Quintero creates bags using leather and
aboriginal fabrics, knitted by the Wayuu tribe.
The brand needed to breathe the native tradition, so the design was
created using pre-Colombian pictograms.
Natural and handcrafted materials are used in the packaging to
minimize environment impact while the Wayuu people and leather
workers receive benefits.
Samuel Rendón.
Freelance. 2014.
BALOTO
VISUAL IDENTITY SYSTEM
Baloto is one of the most spread brands in Colombia. Their services
include lottery, public services payment, cash courier, mobile credit
among others.
The brand and logo had high positioning, so we had to be very cautious
with the redesign.
We get rid of the graphic elements that were not working and create a
younger and simple look for the company, more friendly and easier to
replicate.
We also developed a point of purchase plan to make all the brand areas
practical and consistent.
Samuel Rendón. Eliecer Pérez.
SeñorLópez. 2012.
METRIC
VISUAL IDENTITY SYSTEM
An engineering consortium with an innovative system for pre-paid
public services in Medellín, Colombia.
Metric needed a nominal and visual identity to share their products
with the major companies that offer public water services.
Connectivity was the key concept, with modern colors and graphics
and a strong photographic content, we were able to position the brand
in the mind of important executives and now there are plans to expand
to other cities.
Samuel Rendón, Arnold Hernández.
Freelance. 2015.
Usuario
Contraseña
Entrar
Av. Calle 26 No. 69 D – 91 Of. 407
Centro Empresarial Arrecife
Bogotá - Colombia
PBX: +(571) 744 3800 - 427 3512
[email protected]
Torre Av. El Dorado
CLAVE INTEGRAL
BRAND STRATEGY / VISUAL IDENTITY SYSTEM
The associated work co-operative from Avianca, the most important
airline from the country, extended their core business, and now they
have an aeronautical workshop and repairing school.
With an important number os associates and three different targets,
they needed to establish a unique identity system that could reflect
their strength and support to the industry.
We designed a logo with the same elements for all the business lines,
taking advantage of the positioning of each one of them, increasing the
general brand equity.
The branding changes have influenced the foundations of the company
and is currently growing and applying innovating resources.
Samuel Rendón.
Freelance. 2015.
COLOMBIAN GOVERNMENT
L ib ertad
BRAND STRATEGY / VISUAL IDENTITY SYSTEM
As a developing country, our government is trying to establish order by
designing a clear, strong and trustworthy communication.
We designed a system that gathers all the government departments
and make them see and speak in a consistent way, with simple
graphics that can communicate messages easily, reaching every social
class.
Samuel Rendón, Iván Herrera.
SeñorLópez. 2013, 2014.
L ib ertad
y O rd e n
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Branding consultant & graphic designer
[email protected]
samuelrendon.com