Miguel Bryan Juteau

As a way to remember the past and celebrate my love for food, I decided to challenge myself with reimagining the Ligo sardines logo as well as their packaging to convey a higher-quality product to its current patrons as well as to attract the young and brand-conscious consumers of today.

At first glance, its current design and packaging do not communicate the words Premium and High Quality. The logo seems too big and the thickness of the lines seem disproportionate to each other. It’s realistic illustrations also don’t seem to match its overall flat aesthetic making it look outdated which creates a lower quality perception towards the canned sardines.

There are tons of Filipinos all over the world who are craving for some good ol' LIGO sardines. How might we use the packaging to emulate the openness of the ocean and connect with Filipinos across the globe?

I focused on using sardine patterns as a main motif to emulate an underwater ocean vibe. This allows the packaging up to flow like the waves and ready to take on the next adventure anywhere in the world. This is also a hint towards the company's plans of expanding into different areas around the globe where Filipino immigrants can be found.

The project was about finding the right visual inspiration that could represent LEB as a leader in providing professional development training in the area.

Although LEB cater to a very specific market and aim to support the region, this is not apparent in their branding which became the problem I was approached to help design via a new brand identity and a promotional piece to help advertise their program. How might we visualize what professional development looks like?

Rather than focusing on the company, why not find inspiration on the participants themselves. How might we highlight the cities that each participant represents?

Creating a flexible logo mark that encapsulates the different cities but can also be used for different motifs. Starting with the basic geometric shape that makes up the East Bay Area, we can zoom in and out to visualize the different graphical elements that represent the unique areas that are home to the leaders LEB aim to support.

Gamers these days are very savvy and need features that could elevate and support their play sessions. My mission was to help Activision ideate social features to keep players engaged with the game and each other.

Toxic culture is the bane of minority players’ (non-white, non-male, unskilled) gaming experience in competitive titles such as Call of Duty. On top of that, there is lack of interaction and support to help new players learn the game and build communities.

Although some game genres are more violent than others, creating positive interactions within the game should become a focus and a standard in order to prevent toxic behavior. There are seasoned players out there who are more than willing to help support newcomers as they begin their Call of Duty journey.

COD Leadership is a feature that allows engagement between players of all skill levels where beginners get to learn the game from seasoned players. The goal is to create more empathy between gamers of different skill levels that would extend outside of the feature and become part of the culture within Call of Duty.