O U T O F N ot h i n g , Some th i ng .

graphic design
“ T h e va l u e o f i d e n t i t y o f c o u r s e i s t h at s o o f t e n w i t h i t c o m es p u r p o s e .”

Richard R. Grant

PHOTO : Mireya Herrera

RAIN
logotype & DESCRIPTION
packaging
Logotype and package design for a non-caustic line of car wash products made
with naturally-derived ingredients. Rain’s philosophy is that a consumer does not
have to choose between products that work and eco-consciousness. Rain’s line of
products are effective in 1. cleaning, 2. nourishing and 3. optimizing car finishes
and interiors while remaining safe for the environment.
 3-D RENDERING : Greg Frank

RAIN DESIGN PROCESS

logotype & CONCEP T

packaging
Target audience included auto aficionados who clean and maintain their
vehicles. The majority of personal car wash products were not biodegrad-
able. Consumers surveyed stated they were open to trying a product that
was better for the environment, but were concerned that it would not be
as effective as their current brand.

The Rain brand needed to instantly convey its effectiveness and environ-
mental stance and at once stand out from its competitors. The logotype
and packaging were designed with this in mind... recognizable, clean, easy
on the environment but tough.
SHANGRI-LA
hand-lettered
DESCRIPTION CONCEP T
logotype
Logotype design for a hotel in A free-form, hand-lettered approach was used to create
Santa Monica, CA. The hotel is flowing flourishes that bring the eye back to the center.
located on the beach-front in an As an added detail the letter g and L were combined.
upscale stretch of Ocean Avenue.
 “ Yo u c a n b r e a k m y h e a r t, b u t d o n ’ t b r e a k m y l i t h o s t o n e .”

Author Unknown

The Paradox of Let ting Go, poster

 A
sked what could be inferred
about the work of the creator
from a study of his works,
the British scientist J.B.S. Haldane
is reported to have replied, “an inor-
dinate fondness for beetles.” Some
people say that Haldane never uttered
these words, but no one can argue
with the truth they contain. We live
in the Age of Beetles. Beetles, or
C o l e o p t e r a , as they are known
in scientific circles, inhabit nearly
every biological niche, from the nar- 31
row fringes of polar ice caps to the
broad, unexplored expanse of rain
forest canopy. By the most conserva-
tive estimate, approximately 350,000
species of beetles have been described
since 1758. That’s an average of
slightly more than four per day.

Aristotle described beetles as insects that have wing cases and thus named them Coleoptera, from the Greek koleon, “sheath,” and pteron, Paussine carabid
“wing.” The first pair of flight wings are thickened, protecting the delicate membraneous hind wings and the abdomen below.

INSECTA
magazine DESCRIPTION

A quarterly magazine dedicated to spreading a fascination for insects, whose

primary goal is to educate even the extreme insect-phobe. It draws all readers
(from novice to expert) into the beauty and amazing qualities of insects.

8.25” x 10.5”

I II
A Question of Numbers
B eetles, the largest group of insects,
representing a fifth of all living
organisms and a fourth of all animals,
epitomize diversity. Nearly every biologi-
cal strategy used by terrestrial animal
life is represented in this remarkable
group of animals that arose during the
lower Permian period, about 240 mil-
lion years ago. Since that time beetles
have evolved into nature’s single most
astounding array of color and form.
Their diversity, which eloquently
extends beyond the physical, encompass-
ing strategies of behavior, defense, repro-
duction, and adaptation, has been appre-
ciated since the time of the Pharaohs.
Using sheer numbers of species as a cri-
terion for success, beetles are the most
32
successful animals on Earth. If single
examples of every plant and animal spe-
cies were placed in a row, every fifth spe-
cies would be a beetle, every tenth species
a w e e v i l (one type of beetle). No other
group of animals exhibits such a range of
size, color, and form. Some beetles are
giants; others can crawl through the eye
of a needle. Many tropical species are
armed with conspicuous horns and claws
or resemble jewels and make no attempt to hide themselves;
The word w e e v i l is Germanic in origin, derived from the word Webila, which denotes movement back and
forth, flickering, swarming, or teeming. At one time Wibel was used to refer to all beetles, but this term was eventu-
ally replaced by Käfer. Today, the English word “weevil” still persists and generally refers to the snout beetles.
INSECTA
magazine
8.25” x 10.5”
Labium
m a x i ll a
mandible head
III
ta r s u s
Dressed for Success antenna
T h e m e a n d Va r i at i o n s
tibia
T he armored bodies of adult beetles
make them conspicuous. They are
B eetles have systematically been
placed among the arthropods in
part because they are contained within
the impenetrable metallic exterior of
the infamous metal warships of the
p r ot h o r a x femur
easily recognized, even by the casual American Civil War, help the ironclad
trochanter
a highly modified external cylinder, the beetle live up to its name. The pri-
observer. Yet the diversity in beetle form
exoskeleton. The exoskeleton is one of mary purpose of this beetle’s hardened
is mind-boggling. The smallest beetles
the primary organ systems, functioning cuticle is to protect against loss of the
N a n o s e l l a f u ng i , known as feath-
as both protection (like skin) and struc- most precious of all desert commodi- e ly t r a
er-winged beetles, or ptiliids, are 0.035
ture (like a skeleton). Each of its many ties, water. A bluish gray waxy substance
millimeters long and could comfortably
layers consists primarily of chitin and secreted by glands that have ducts at
undergo their entire life cycle within
protein. the tip of knob-like projections on
others try to be as inconspicuous as pos- the head capsule of one of the largest
sible, disguising themselves as innocuous cerambycid beetles, the C a l l i p o g o n the elytra, coats the ironclad beetle’s
Chitin, first identified in 1823, is fibrous exoskeleton. The thickened cuticle and
materials such as dead leaves or caterpil- a r m i l l at u s or the Titanus giganteus,
and makes the exoskeleton tough, yet waxy film combine to form something
lar feces. which can grow as long as 200 millime-
flexible—not unlike fiberglass. The outer like a deep-sea diving suit in reverse,
ters (~8 inches). The colors of beetles Hind wing
layers of the exoskeleton are collectively designed to retain moisture rather than
Beetles consume everything—plants, exceed the palette of the most avant
called the cuticle. keep moisture out. The light color of
animals, and their remains. Larvae and garde of painters.
adults are found in the soil, where they the wax also reflects more sunlight
In adult and larval beetles the outer sur- than the surrounding darker cuticle,
function as tiny recycling machines Despite their diversity, beetle bodies share
face of the exoskeleton may be covered helping to keep the body cool.
that return organic materials to the soil, common characteristics that clearly iden- 34 35
33 with spines, or setae or of various func- middle leg
making them available again for use by tify them as beetles. These physical attri-
tions and configurations, or coated with To facilitate flexibility, the exoskeleton
plants and other animals. The teeming butes serve as a template for our scheme
waxy secretions. These adornments may consists of a series of segments that are
multitudes of beetles reflect the degree of classification, which strives to reveal
function in a sensory capacity, transmit- subdivided into individual plates, called m e s ot h o r a x
of their contribution to the health of the evolutionary relationships of beetles.
ting tactile or environmental information sclerites. Sclerites are separated from
the biosphere. In turn, beetles themselves
to the nervous system, or they may help one another by a thin, flexible groove
are recycled, consumed by many animals,
protect against predators, abrasion, and in the exoskeleton or by a membrane
including humans, and occasionally by hind leg
desiccation. of pure chitin. The sclerites themselves
insectivorous plants.
contain chitin and are impregnated
The ironclad beetle, Asbolms verruco- m e tat h o r a x
with a protein called sclerotin. The cross
sus, a tenebrionid that inhabits the drier linkage between the molecular chains
Nanosella fungi portions of some North American des- of chitin and sclerotin give the thin,
[0.035 mm]
erts, also possesses a tough exoskeleton. light sclerites amazing strength.
Its roughened cuticle, which resembles abdomen
g e n i ta l i a
Callipogon armillatus
[actual size]
The body of the beetle consists of three main segments: head, thorax and abdomen. Viewed from above, adult beetles A disarticulated male Megasoma
show three prominent features: head, prothorax, and elytra (the thick wings). The head bears the eyes, antennae, and actaeon reveals the intricate and
chewing mouthparts, which are present on almost all beetles. Although, as in other insects, the prothorax is connected to segmented nature of the beetle
the remaining two thoracic segments, the mesothorax and the metathorax, in beetles these last two thoracic segments are body. The horned bears the eyes,
covered by the elytra. The fundamental thoracic and abdominal segments consist of four sclerites arranged in a ring, the antennae, and mouthparts. The
SIZE MATTERS dorsal tergum (tergites), two lateral pleura (pleurites), and the ventral sternum (sternites). Segmented appendages manifest armored prothorax serves as an
themselves as mouthparts, legs, wings, copulatory and egg-laying organs. All beetles have this basic body plan; only the anchor to the powerful front legs.
The smaller males of the bearded weevil, Rhinostomus barbirostris, avoid the aggressive behavior of their larger brothers and cousins by
details vary. The meso-and metathorax house
capitalizing on their diminutive size. They have been observed to dart past larger, more distracted males who may be jousting one another,
powerful wing muscles internally
to inseminate the female who inspired the combative behavior of the larger males, thus ensuring their contribution to the gene pool.
and serves as points of attachment
for the elytra, flight wings, and
remaining two pairs of legs. The
abdomen encloses much of the
of beetleís organ systems, includ-
ing the male reproductive organs
shown here.
transparent overlay diagram
CONCEP T
Insecta magazine brings insects alive with beautiful photography, informative PHOTOGRAPHY: The photographs of the Beetle on the first spread and of the
three blue weevils on the second spread were taken at the Annual Insect Fair of
illustrations and fascinating articles; not just on the anatomy of insects but the Natural History Museum of Los Angeles, where children and adult enthusiasts
on the many other areas wherein insects have served as inspiration—from unite to share their passion for insects and arachnids.
jewelry to robotics. Because the readership is of a curious nature, the design
needed to pay close attention to the details... even the tiniest of them.
IDEO / KP
swatch cards
DESCRIPTION
Swatch cards containing the compilation
of research and discovery by Kaiser Nurses
and IDEO in finding new methods to cre-
ate a positive and efficient workflow for
Kaiser patients, their families and nurses.
3.875” x 5.5”
CONCEP T
The cards needed to be portable, easily accessible, durable,
contained and inspirational. The Kaiser Nurse Principles are
color-coded and organized by location for easy look-up. As a
special acknowledgement for Kaiser’s spirited participation,
each team member’s photo was placed on the cover.
“ I f yo u ’ r e g o i n g t o t ry, g o a l l t h e way. O t h e r w i s e d o n ’ t e v e n s ta r t. T h i s c o u l d m e a n
l o s i n g g i r l f r i e n d s , w i v e s , r e l at i v e s , j o b s . A n d m ay b e yo u r m i n d. I t c o u l d m e a n n o t
e at i n g f o r t h r e e o r f o u r days . I t c o u l d m e a n f r e e z i n g o n a pa r k b e n c h . I t c o u l d m e a n
ja i l . I t c o u l d m e a n d e r i s i o n . I t c o u l d m e a n m o c k e ry, i s o l at i o n . I s o l at i o n i s t h e g i f t.
A l l t h e o t h e r s a r e a t e s t o f yo u r e n d u r a n c e . O f h o w m u c h yo u r e a l ly wa n t t o d o i t.
A n d yo u ’ l l d o i t, d e s p i t e r e j ec t i o n i n t h e w o r s t o d d s . A n d i t w i l l b e b e t t e r t h a n a n y-
t h i n g e l s e yo u c a n i m ag i n e . I f yo u ’ r e g o i n g t o t ry, g o a l l t h e way. T h e r e i s n o o t h e r
f e e l i n g l i k e t h at. Yo u w i l l b e a l o n e w i t h t h e g o d s . A n d t h e n i g h t s w i l l f l a m e w i t h
f i r e . Yo u w i l l r i d e l i f e s t r a i g h t t o p e r f ec t l au g h t e r . I t ’ s t h e o n ly g o o d f i g h t t h e r e i s .

HENRY CHINASKI
Charles Bukowski

Billie Holiday Por trait, acr ylic wash over graphite

STRANGE FRUIT
hand-bound book DESCRIPTION CONCEP T

A visual book on Billie Holiday’s song
“Strange Fruit” about the lynchings
that took place in the South.
The book leads you visually through the lyrics. There is a certain
amount of subtlety until the end. The composition and juxta-
position of images parallels the lyrics in “Strange Fruit,” while
maintaining a quiet turmoil. The photographs were taken from
historical books about Southern lynchings. The illustrations are
done in watercolor, ink and acrylic. The book material is kept
simple and raw; black ink on craft paper.

3.5”x 7.5”
INSPIRATION MIREYA HERRERA Brooklyn, NY 310.428.4656 mireya @ phi-design.org
graphic design

N AT U R E
C U LT U R E E M P LOY M E N T Dec 2005 – Phi Design, Berkeley, CA + Brooklyn, NY
L A NG UAGE Present Owner | Graphic design studio with emphasis on strong
CLIENTS concept driven design for diverse clients and industries.
C HI L D R EN
FASHION INSTITUTE
P HOTOG R A P H Y Apr. 2004 – Zande+Newman Design, New Orleans, LA
OF DESIGN AND
R A N D OM S O U N D S Sep. 2004 Graphic Designer – Environmental and Graphic Design Firm
MERCHANDISING
Worked in print, environmental and web design for a variety
A R C HITE C T U R E (FIDM) • IDEO •
of clients in the following areas: restaurant, spa service,
C O R R E S P ON D EN C E INFINITI • MERVYNS
healthcare, education, and logistics.
• K AISER • TULANE
P O P C U LT U R E
UNIVERSITY • AIGA Jan. 2002 – Vrontikis Design Office, Los Angeles, CA
P EO P L E WAT C HING
• THE MURPHY Mar. 2002 Paid Internship – Print and Web Design
U N D E R D OG S INSTITUTE • SHINE Assisted in the design for a broad range of clients including:
C ON V E R S ATION S DAY SPA • VONAGE a chocolate shop in Tokyo, a large pharmaceutical company,
EMOTION S • WAMU • FOOTE, a yoga studio, and a top fashion & design school.
HI S TO R Y CONE & BELDING •
THE JEWISH AMERICAN Mar. 2000 – Freelance graphic design for the following creative agencies:
L ITE R AT U R E Jun. 2002 Artisan Creative, Los Angeles, CA
FOUNDATION • DLJ •
H U M A NIT Y e talent agency, llc., Los Angeles, CA
VETER ANS AFFAIRS •
PA S S ION INTERMARINE • KEY Whicker + Berliant, Los Angeles, CA
S K ET C HING CURRICULUM PRESS Aug. 1996 – Donaldson, Lufkin & Jenrette (DLJ), Century City, CA
U R B A NIT Y • ANDELUNA WINE Mar. 1999 Graphics Department Supervisor & Graphic Artist
L E A R NING CELLARS • TAJIMA Responsible for managing the five employee in-house
CREATIVE graphics department of international investment bank.
MUSIC
S PAC E
FA S HION E D U C AT I O N Sep. 2000 – Art Center College of Design, Pasadena CA
Aug. 2003 B.F.A., Graphic Design and Packaging
B OO K S
Photography & Illustration electives
FILM
Art Center Portfolio Scholarship [2000-2003]
COLORS
Sep. 1996 – University of California Extension, Los Angeles, CA
LISTS
Sep. 1999 Computer Graphics and Graphic Design combined
ART
Sep. 1989 – University of California, Irvine, CA
...
Dec. 1992 B.A., Criminology, Law and Society w/ English minor
Sep. 1987 – University of La Verne, La Verne, CA
Jun. 1989 Abnormal Psychology
Departmental Honors and President’s Scholarship [1989]

COMPUTER KNOWLEDGE In-Design

Quark
Illustrator
Photoshop
Acrobat
Suitcase

SPECIAL SKILLS fluent in Spanish

competent in French

GRATITUDE basic Mandarin

INTERESTS arthropods (insects & arachnids)

I would like to take this opportunity to extend photography & illustration
my sincere thanks to Robert Lenne and IDEO for foreign & independent film
reviewing my portfolio. Your time and insight is world culture & travel
truly appreciated. nature (form & function)
etymology & language
blues music
writing
...
“ I b el i e ve i n e v ery th i ng , N ot h i n g i s sacr e d. I B e l i e v e i n N ot h i n g , e v e ry t h i n g is sacred.”
Even Cowgirls Get The Blues, Tom Robbins